TDC Board Presentation - Clover Sitesstorage.cloversites.com... · 2014-12-12 · Jacksonville...
Transcript of TDC Board Presentation - Clover Sitesstorage.cloversites.com... · 2014-12-12 · Jacksonville...
TDC Board Presentation
“ ”
“ ”“ ”
FY2015 OBJECTIVES
Increase Taxable Room Sales To Increase Yield
Manage Volume Targeting Visitors By ROI
Build Brand Awareness In New Domestic Markets
Increase International Market Share
Grow Off-peak Visitation
Leverage Funding Through Expanded Co-op
AITDC BOARD CANDIDATES
Mac Noden
Barbara Halverstadt
George Sheffield
Financials
September FY2014 YTD Budget
Description
FY 2014
Budget YTD Actual YTD Budget
Budget
Variance
FY2014 Budget
Available
NET INCOME $4,632,870 $5,576,590 $4,632,870 $943,720 -$943,720
EXPENSES
TDC Admin. 15% $505,758 $647,316 $505,758 $141,558 -$141,558
Marketing - 65% $3,157,018 $2,354,522 $3,157,018 ($802,496) $802,496
Travel Trade - 10% $632,922 $260,308 $632,922 ($372,614) $372,614
Beach Improv. 10%** $337,172 $89,982 $337,172 ($247,190) $247,190
EXP. TOTAL $4,632,870 $3,352,128 $4,632,870 ($1,280,742) $1,280,742
NET $0 $2,224,462 $0 $2,224,462 $2,224,462
Metrics
September 2014 STR
Change
Occupancy 65.3% 7.0%
ADR $176.96 0.7%
RevPar $151.01 7.7%
Demand 364,825 6.9%
Revenue $76,493,257 7.6%
Occupancy September 2014
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
DaytonaBeach
Brunswick Fort WaltonBeach
St JohnsCounty
Jacksonville Hilton Head JacksonvilleBeaches
Savannah AmeliaIsland
Charleston
38.9
49.9 50.6 52.0
59.2 60.3 61.2 64.3 65.3
70.9
ADR September 2014
RevPAR September 2014
Comp Set September 2014
Occupancy YTD 2014
ADR YTD 2014
$0.00
$50.00
$100.00
$150.00
$200.00
$250.00
Jacksonville Savannah DaytonaBeach
Brunswick St JohnsCounty
Charleston JacksonvilleBeaches
Hilton Head Fort WaltonBeach
AmeliaIsland
$94.20 $101.71 $102.16
$112.43 $118.47 $128.11
$147.87 $149.25 $150.90
$209.67
RevPAR YTD 2014
Comp Set 2014 YTD
0.0
50.0
100.0
150.0
200.0
250.0
Occupancy ADR RevPar
70.8
$126.18
$89.39 65.6
$122.79
$80.59 72.0
$209.67
$151.01
Florida Comp Set Amelia Island
FY2014 Change
Percent Change from YTD 2013
September YTD Changes Occ ADR RevPAR
Room
Rev
Room
Avail
Room
Sold
Florida 4.1 5.6 9.9 10.7 0.7 4.9
Daytona Beach 3.5 4.7 8.4 8.6 0.2 3.8
St Johns County 5.4 4.5 10.2 8.6 -1.4 3.9
Brunswick 7.5 1.7 9.4 8.9 -0.4 7.0
Fort Walton Beach 0.9 5.4 6.3 10.0 3.4 4.3
Savannah 4.1 6.3 10.7 11.1 0.3 4.5
Charleston 4.8 6.3 11.4 11.8 0.3 5.2
Jacksonville 5.9 5.4 11.6 12.7 0.9 6.9
Jax Beaches 6.5 6.1 13.0 13.0 0.0 6.5
Hilton Head 3.2 8.7 12.2 14.4 2.0 5.3
Amelia Island 6.1 6.0 12.5 18.7 5.5 12.0
Running 12 Month RevPar Trend
$0.00
$20.00
$40.00
$60.00
$80.00
$100.00
$120.00
$140.00
$160.00
$180.00
$200.00
Florida Comp Set Amelia Island
TDC Activity Update
Marketing
Collateral updates
o Visitor Guide, Value Card
Marketing plan
Advertising plan
Special events
Projects
Brand USA banner ad program
September 15-October 6
Targeted Canada and UK IP’s
o Florida content
o United States content
o 2,694,209 impressions
o Average CTR .12%
Trip Advisor – Brand USA
September 1 – November 30
Canadian Weather Network
o Greater Toronto and Montreal areas
o Online, tablet app and iTV
o 1,065,000 estimated impressions
o Average CTR of .24% MTD
o Residence Inn co-op
Canadian Weather
Canadian Weather
Canadian Weather
January 12-
March 22 (10 wk)
Brown line –
downtown loop
Also in market with
radio promotion,
Chicago magazine,
and advertorial
Chicago Train Takeover
Chicago Train Takeover
Chicago Train Takeover
Creative evolution
o Next stage of creative campaign
o Incorporate focus group research
Vacation rental campaign extension
o Photo shoot
o New creative
Creative Evolution
Creative Evolution
Annual
Visit Florida
Travel Guide
Meetings - complete
Nature - complete
Leisure - editing
Activities - editing
Canadian in-language - editing
Hospitality employment -
conception
Videos
o Co-ops
o Southbound (fall/winter)
o Modern Luxury DC
o Nashville Lifestyles
o Collinson OOS insert - 10/5
o Golf Channel (TV and digital)
o AOL email takeover - 10/15
o Trip Advisor:
oHomepage Takeover - 10/29
oBrand USA - UK & Canada
o Canadian Weather Network
October Media
o Atlanta - photo contest winner
o Chicago
o Audubon
o Local Palate
o Met Golfer - FFCG co-op
o Trip Advisor - Homepage
takeover, 11/19
November Media
Interactive
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Expanding Our Reach
Social Highlights
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Building Community
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
FB Engagement – Target Markets
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Partnership
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
User-Generated Content
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
We Couldn’t Say It Better
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
GA-FL Digital Campaign
Reached 2 Million targeted
potential travelers
Generated over 11,000 visits
to landing page
60% overall conversion ratio
Average Display CPC =$0.22
Average Search CPC =$2.40
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Facebook Lookalike Audience
75,000 Impressions
35,000 Reach
3,069 Clicks
4.03% CTR
3,336 Actions
$500 Spent
$0.16 CPC
$6.56 Cost Per
Thousand
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
New Website Is Brewing
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Backed by Research
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Booking Engine
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
From 10/1/2013- 9/30/14:
115,551 Room Night Referrals
AVERAGE of 317 Referrals/Day
Net market revenue from Book Direct: $3,688
865
Average Stay revenue for 12 months for each of
33 lodgings: $111,966/property
• Bid for top placement on Google HPA so the
consumer sees you first
• Rates & availability pulled from Meta ›
Direct display within search results listing
• Clicks direct consumers to your lodging
partner websites to complete the booking,
through a branded interstitial
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
• Bid for top placement on TripAdvisor so the
consumer sees you first
• Rates & availability pulled from Meta ›
Direct display within search results listing
• Clicks direct consumers to your lodging
property websites to complete the booking,
through a branded interstitial
TRIPADVISOR
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Guest Satisfaction
Booking Direct vs. Booking with an OTA
• J.D Powers reports that customers who booked via an Online
Travel Agency (OTA) were 45 points less satisfied than those
who booked directly through a hotel’s site.
• Guests who book through an online travel agency (OTA) tend to be
more price sensitive, have lower levels of satisfaction with their stay;
are less loyal to hotel brands; and tend to report more problems,
compared with guests who book through the hotel website or call the
hotel or hotel brand directly. {North America Hotel Guest Satisfaction Index Study, J.D. Powers}
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Owning the Customer vs. OTA Customer - Impact
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
Revenue Center
(per room night)
Direct—hotel website and voice
Online Travel Agency (OTA)
ADR $260 $140
length of stay 4.07 2.56
room revenue $1,058 $358
$388 $165
fitness/spa $214 $207
recreation $34 $13
retail $50 $38
dining $152 $97
Total Room and Ancillary Revenue $1,896 $878
reservation lead time (days) 39 17.5
Repeat Stays 2X vs OTA, 7x vs Flash
Sales
Half the Direct customer
Nature Video
Facebook: Amelia Island Twitter: Go2Amelia Instagram: Visitameliaisland
256- 320 players 500 visitors from 20 states, 11 countries
Are you ready for some football……
VS
VS
Saturday November 1st 2014
Promotions & Special Events
Amelia Island Annual Holiday Cookie Tour of Inns
Catch the spirit of the season!
Hosted by the
Amelia Island Bed and Breakfast Association
Saturday, November 22, 12 noon until 5:00 pm.
8th Annual
Amelia Island
Museum of History
Holiday Home Tour
December
5th and 6th
2014
Collateral
2015 Visitors Guide
2015 Value Card
2015 Artrageous Art Walk
2015 Walking Tour
Travel Trade
NAJ’s RTO Summit November 17 – 18
The Florida Encounter December 3 – 5
CO-OPS
Chicago Travel Adventure Show January 17– 18
New York Times Travel Show January 23 – 25
Boston Globe Travel and Trade Show February 6 – 8
Best of Atlanta Show – March 24
Photo/Video
Photo Shoot for Nature Video
Brand USA/Amelia Island In-Language
Florida Prepaid College
Amelia Island – Zombies
Public Relations
Recent Press Visits
• Toronto Star
- 361,323 circulation
- August 25-27
• ConventionSouth
- Meeting Magazine
- 18,200 circulation
- September 22-24
• Where to Retire
- 204,989 circulation
- September 22-24
Recent Press Visits
• Bonnier Corporation
- September 26-28
- Islands
National Magazine
204,989 circulation
- Florida Travel + Life
Online
246,265 UMV
- Destination Weddings &
Honeymoons
National Magazine
100,000 circulation
Promotions
• WBBM-FM
- In conjunction with Chicago Train
Takeover
- #8 in Chicago Market
- Pop Contemporary Hits format
- $192,975 media value
• WUSN-FM
- In conjunction with Chicago Train
Takeover
- #7 in Chicago Market
- Country format
- $118,125 media value
Highlighted Media Coverage
• Florida Travel + Life (2014)
-Amelia Island Cookie Tour
Highlighted Media Coverage
• Florida Travel + Life (2014)
-Amelia Island Cookie Tour
• TheStar.com (September 1)
-Orlando , Plus Lovely Amelia
Island….
Highlighted Media Coverage
• Florida Travel + Life (2014)
-Amelia Island Cookie Tour
• TheStar.com (September 1)
-Orlando , Plus Lovely Amelia
Island….
• BayNews9.com (September 5)
-Amelia Island Eco-Tour by Watercraft
Highlighted Media Coverage
• Florida Travel + Life (2014)
-Amelia Island Cookie Tour
• TheStar.com (September 1)
-Orlando , Plus Lovely Amelia
Island….
• BayNews9.com (September 5)
-Amelia Island Eco-Tour by Watercraft
• Palm Beach Post (September 18)
-Deals Aplenty on Amelia Island This
Fall
Highlighted Media Coverage
• Florida Travel + Life (2014)
-Amelia Island Cookie Tour
• TheStar.com (September 1)
-Orlando , Plus Lovely Amelia Island….
• BayNews9.com (September 5)
-Amelia Island Eco-Tour by Watercraft
• Palm Beach Post (September 18)
-Deals Aplenty on Amelia Island This Fall
• HuffingtonPost.com (October 13)
-Florida Beach Locals Want to Keep Secret
Old Business
New Business
Public Comment
TDC Board Presentation