AITDC Board MeetingAugust 23, 2017 2017

Date: Wednesday, August 23, 2017 Location: Fernandina Beach City Hall, 3 P.M. ________________________________________________________________________

Agenda

I. Call to Order Danny Leeper

II. Approval of July 20, 2017 Meeting Minutes Danny Leeper

III. Public Input (items not on the agenda) 3-minute limit

IV. Florida’s First Coast of Golf Dave Reese

V. Financial & Metrics Gil Langley

VI. Amelia Island Tourist Development Council Update Staff

a. Marketing Amy Boek b. Digital Strategy Ktimene Axtell c. International and Social Media Kate Harris d. Strategic Initiatives Leigh Palmer e. Public Relations Kaitlin Harris

VII. Old Businessa. AITDC Budget FY2018 Gil Langley b. Visit Florida Partnership Gil Langley

VIII. New Businessa. AITDC Meeting Location

IX. Adjourn

Minutes

Board Meeting Thursday, July 20, 2017

8:00 a.m. Amelia Island CVB Office

2398 Sadler Road, Suite 200; Fernandina Beach, FL

Present: Barbara Halverstadt, Danny Leeper, Tim Poynter, Robin Lentz, George Sheffield, Bob Hartman

Absent: David Caples, Jim McManemon, Donald Stamets, Jack Healan Staff: Gil Langley, Ktimene Axetell, Melanie Crawford

I. Call to Order

Meeting was called to order by Danny Leeper at 8:00 a.m.

II. Approval of Minutes – June 28, 2017 TDC Meeting

A motion was made by Tim Poynter to approve minutes of last meeting, seconded byBarbara Halverstadt. All approved.

III. Public Input: Items not on the agenda:

None

IV. Financial: Gil Langley

a) Bed Tax Revenue for June not received yet, so no revenue to report. Marketing fundis large due to invoices yet to be processed. Dueto some softness in late summer andfall, we will enhance marketing efforts through year end.

b) STR report shows YTD OCC, ADR, and RevPar are all up over 7% from last year.c) Budget is in line with projections.

V. Beach Re-Nourishment: Gil Langley

Budget report from Nassau County was reviewed, focusing on TDC Beach Improvement section. Total YTD spending is $529,285 leaving approximately $897,405 available.

The Army Corp of Engineers recently contacted the City of Fernandina Beach announcing the next major beach renourishment to begin after turtle nesting season in October. They informed the City that the non-federal funding payment in the amount of $1,6 million was due by August 1, 2017 per the Project Cooperation Agreement dated 9/28/07. The city portion of this is 27% or $432,000 and Nassau County’s portion is the same totaling $864,000. The balance is to be reimbursed by state funding.

Following discussion, Robin Lentz moved that the AITDC recommend full funding of the local share to the Nassau County BOCC using AIDTC Beach Improvement funds in the amount of $864,000. Tim Poynter seconded, and all approved.

A memo will be prepared from the TDC to the County Manager asking the BOCC to add this topic to the next meeting agenda.

VII. Old Business:

• No old business

VIII. New Business:

• Robin Lentz asked if the TDC did any research on the recent Triathlon? TDC did notconduct any research this year for this event.

IX. Adjourned at 8:18 am

Approved ___________________, 2017 Tourist Development Council of Amelia Island, Florida

By: _____________________________ By: _______________________________ Danny Leeper, Chair Attest: Gil Langley, Managing Director

Public Comment

Financials

08/16/2017 18:27 |BOARD OF COMMISSIONERS |P 16235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

ACCOUNTS FOR: 137 AI TOURIST DEVELOP FUND ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED

____________________________________________________________________________________________________________________________________

37000000 AI TOURIST DEVELOP FUND _________________________________________

137 .000.312120. TOURIST DEVELOPMENT TAX -4,795,875.00 -4,795,875.00 -3,759,860.77 0.00 0.00 -1,036,014.23 78.4%

137 .000.361101. INTEREST-BANK 0.00 0.00 -296.32 0.00 0.00 296.32 100.0%

137 .000.361101.AMER1 INTEREST-BANK 0.00 0.00 -11,005.16 0.00 0.00 11,005.16 100.0%

137 .000.361101.CBC1 INTEREST-BANK 0.00 0.00 -4,876.14 0.00 0.00 4,876.14 100.0%

137 .000.361101.EVRB INTEREST-BANK 0.00 0.00 -8,548.24 0.00 0.00 8,548.24 100.0%

137 .000.361161.EVRB5 CD INTEREST 0.00 0.00 -8,049.30 0.00 0.00 8,049.30 100.0%

137 .000.361161.EVRB6 CD INTEREST 0.00 0.00 -2,661.94 0.00 0.00 2,661.94 100.0%

137 .000.399951. CASH FWD-RESEARCH/ADMIN -50,119.00 -54,308.00 0.00 0.00 0.00 -54,308.00 .0%

137 .000.399952. CASH FWD-MARKETING -2,438,399.00 -2,688,173.00 0.00 0.00 0.00 -2,688,173.00 .0%

137 .000.399953. CASH FWD-TRADE -596,657.00 -695,277.00 0.00 0.00 0.00 -695,277.00 .0%

137 .000.399954. CASH FWD-BEACH IMPROVEMENTS -2,105,046.00 -2,095,307.00 0.00 0.00 0.00 -2,095,307.00 .0%

TOTAL AI TOURIST DEVELOP FUND -9,986,096.00 -10,328,940.00 -3,795,297.87 0.00 0.00 -6,533,642.13 36.7%

37521582 TDC ADMIN FEES-TRANS OUT _________________________________________

137 .521.582.58.591910.CLERK ADMINISTRATIVE FEE-CLERK 71,938.00 71,938.00 56,397.91 0.00 0.00 15,540.09 78.4%

137 .521.582.58.591910.TAXCO ADMIN FEE-TAX COLLECTOR 71,938.00 71,938.00 56,397.91 0.00 0.00 15,540.09 78.4%

TOTAL TDC ADMIN FEES-TRANS OUT 143,876.00 143,876.00 112,795.82 0.00 0.00 31,080.18 78.4%

37522552 TDC RESEARCH/ADMIN _________________________________________

137 .522.552.55.531041. MANAGEMENT FEE-CVB 697,800.00 697,800.00 547,059.73 0.00 0.00 150,740.27 78.4%

08/16/2017 18:27 |BOARD OF COMMISSIONERS |P 26235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

ACCOUNTS FOR: 137 AI TOURIST DEVELOP FUND ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED

____________________________________________________________________________________________________________________________________

TOTAL TDC RESEARCH/ADMIN 697,800.00 697,800.00 547,059.73 0.00 0.00 150,740.27 78.4%

37523552 TDC MARKETING _________________________________________

137 .523.552.55.548110. ADV CONT-AD PRODUCTIONS 275,000.00 575,000.00 337,867.90 0.00 0.00 237,132.10 58.8%

137 .523.552.55.548120. ADV CONT-MAG PLACEMENT 2,921,000.00 3,371,000.00 1,862,543.97 0.00 0.00 1,508,456.03 55.3%

137 .523.552.55.548200. ADV CONT-AGENCY EXPENSES 0.00 1,250.00 1,250.00 0.00 0.00 0.00 100.0%

137 .523.552.55.548240. ADV CONT-WEBSITE 275,000.00 275,000.00 142,684.07 0.00 0.00 132,315.93 51.9%

137 .523.552.55.548250. ADV CONT-FOCUS GROUP RESERVE 72,000.00 92,000.00 67,990.00 0.00 0.00 24,010.00 73.9%

137 .523.552.55.548330. ADV IN HOUSE-MISC 30,000.00 45,000.00 37,019.12 0.00 0.00 7,980.88 82.3%

137 .523.552.55.548350. ADV IN HOUSE-GOLF GETAWAY 60,000.00 60,000.00 60,000.00 0.00 0.00 0.00 100.0%

137 .523.552.55.548520. SPECIAL EVENTS 400,000.00 515,000.00 383,776.58 0.00 0.00 131,223.42 74.5%

137 .523.552.55.548530. GRANT - MUSEUM STIPEND 17,500.00 17,500.00 17,500.00 0.00 0.00 0.00 100.0%

137 .523.552.55.548640. EQUIPMENT 1,299.00 1,299.00 550.00 0.00 0.00 749.00 42.3%

137 .523.552.55.548710. P R - AGENCY FEES 78,000.00 78,000.00 54,400.00 0.00 0.00 23,600.00 69.7%

137 .523.552.55.548720. P R - AGENCY EXPENSES 45,000.00 43,750.00 16,983.14 0.00 0.00 26,766.86 38.8%

137 .523.552.55.548740. P R FUNCTIONS-ON ISLAND 25,000.00 25,000.00 2,036.65 0.00 0.00 22,963.35 8.1%

137 .523.552.55.548770. P R - MISC/AIR FARES 5,000.00 5,000.00 0.00 0.00 0.00 5,000.00 .0%

TOTAL TDC MARKETING 4,204,799.00 5,104,799.00 2,984,601.43 0.00 0.00 2,120,197.57 58.5%

37523581 TRANS OUT-GENERAL-EQUIPMENT _________________________________________

137 .523.581.58.591016. TRANS OUT-GENERAL-EQUIPMENT 1,000.00 1,000.00 942.92 0.00 0.00 57.08 94.3%

08/16/2017 18:27 |BOARD OF COMMISSIONERS |P 36235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

ACCOUNTS FOR: 137 AI TOURIST DEVELOP FUND ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED

____________________________________________________________________________________________________________________________________

TOTAL TRANS OUT-GENERAL-EQUIPMENT 1,000.00 1,000.00 942.92 0.00 0.00 57.08 94.3%

37524552 TDC TRADE SHOWS/TRAVEL TR _________________________________________

137 .524.552.55.548015. INFORMATION SERVICES 4,500.00 4,500.00 0.00 0.00 0.00 4,500.00 .0%

137 .524.552.55.548018. TRAVEL TRADE PUBLICATIONS 10,000.00 85,000.00 56,039.27 0.00 0.00 28,960.73 65.9%

137 .524.552.55.548019. HOSPITALITY SERVICES 130,000.00 130,000.00 82,577.22 0.00 0.00 47,422.78 63.5%

137 .524.552.55.548111. DUES/SUBSCRIPT/TRAINING 25,000.00 25,000.00 2,998.00 0.00 0.00 22,002.00 12.0%

137 .524.552.55.548121. PRINTING-BROCHURES 225,000.00 200,000.00 78,213.98 0.00 0.00 121,786.02 39.1%

137 .524.552.55.548131. FREIGHT/FEDERAL 5,000.00 5,000.00 0.00 0.00 0.00 5,000.00 .0%

137 .524.552.55.548141. REGIST-REG-TRADE SHOWS 35,000.00 335,000.00 32,199.08 0.00 0.00 302,800.92 9.6%

137 .524.552.55.548151. OTHER TRAVEL EXPENSE 45,000.00 45,000.00 21,312.28 0.00 0.00 23,687.72 47.4%

137 .524.552.55.548161. ON ISLAND - FAMS 25,000.00 25,000.00 7,968.38 0.00 0.00 17,031.62 31.9%

137 .524.552.55.548180. PROMOTIONAL SUPPLIES 28,700.00 28,700.00 15,204.26 0.00 0.00 13,495.74 53.0%

TOTAL TDC TRADE SHOWS/TRAVEL TR 533,200.00 883,200.00 296,512.47 0.00 0.00 586,687.53 33.6%

37525539 TDC BEACH IMPROVMENTS _________________________________________

137 .525.539.53.534102. CONTRACT SERVICE-BEACH CLEAN 455,200.00 153,700.00 102,820.95 0.00 34,551.00 16,328.05 89.4%

137 .525.539.53.534102.HMATT CONTRACT SERVICE-BEACH CLEAN 0.00 439,500.00 426,828.45 0.00 0.00 12,671.55 97.1%

137 .525.539.53.554000. DUES & SUBSCRIPTIONS 10,000.00 7,500.00 6,500.00 0.00 0.00 1,000.00 86.7%

137 .525.539.53.581202.BRSP AID-CITY OF FERNANDINA BCH 0.00 864,500.00 864,000.00 0.00 0.00 500.00 99.9%

08/16/2017 18:27 |BOARD OF COMMISSIONERS |P 46235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

ACCOUNTS FOR: 137 AI TOURIST DEVELOP FUND ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED

____________________________________________________________________________________________________________________________________

TOTAL TDC BEACH IMPROVMENTS 465,200.00 1,465,200.00 1,400,149.40 0.00 34,551.00 30,499.60 97.9%

37999599 RESERVES _________________________________________

137 .999.599.59.599052. RESERVES RESEARCH/ADMINISTRATI 50,119.00 54,308.00 0.00 0.00 0.00 54,308.00 .0%

137 .999.599.59.599053. RESERVES MARKETING 1,256,399.00 606,173.00 0.00 0.00 0.00 606,173.00 .0%

137 .999.599.59.599054. RESERVES TRADE 528,657.00 277,277.00 0.00 0.00 0.00 277,277.00 .0%

137 .999.599.59.599055. RESERVES BEACH 2,105,046.00 1,095,307.00 0.00 0.00 0.00 1,095,307.00 .0%

TOTAL RESERVES 3,940,221.00 2,033,065.00 0.00 0.00 0.00 2,033,065.00 .0%

TOTAL AI TOURIST DEVELOP FUND 0.00 0.00 1,546,763.90 0.00 34,551.00 -1,581,314.90 100.0%

TOTAL REVENUES -9,986,096.00 -10,328,940.00 -3,795,297.87 0.00 0.00 -6,533,642.13

TOTAL EXPENSES 9,986,096.00 10,328,940.00 5,342,061.77 0.00 34,551.00 4,952,327.23

08/16/2017 18:27 |BOARD OF COMMISSIONERS |P 56235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2017 99

ORIGINAL APPROP REVISED BUDGET YTD ACTUAL MTD ACTUAL ENCUMBRANCE/REQ AVAILABLE BUDGET % USED____________________________________________________________________________________________________________________________________

GRAND TOTAL 0.00 0.00 1,546,763.90 0.00 34,551.00 -1,581,314.90 100.0%

** END OF REPORT - Generated by Gil Langley **

8/18/20178:31 AM Amelia Island TDC July FY2017 Financial Report

1

Account Description Actual Budget Variance Actual Variance Actual Budget Variance Actual Variance 2017 Budget Budget Avl.INCOME

312120 Bed Tax Collection $626,262 $600,000 $26,262 $607,785 $18,477 $3,738,054 $3,822,114 ($84,060) $4,178,870 ($440,816) $4,795,875 $1,057,821Other Income - Reserves $1,000,000 $1,000,000 $0 $0 $1,000,000 $3,500,000 $3,500,000 $0 $0 $3,500,000 $3,500,000 $0TOTAL INCOME $1,626,262 $1,600,000 $26,262 $607,785 $1,018,477 $7,238,054 $7,322,114 ($84,060) $4,178,870 $3,059,184 $8,295,875 $1,057,821

37521552 Cost of Collections549021 Clerk Fee 1.5% $9,000 ($9,000) $9,117 ($9,117) $46,677 $57,332 ($10,655) $62,683 ($16,006) $71,938 $25,261549051 Tax Collector Fee 1.5% $9,000 ($9,000) $9,117 ($9,117) $46,677 $57,332 ($10,655) $62,683 ($16,006) $71,938 $25,261

Total $0 $18,000 ($18,000) $18,234 ($18,234) $93,354 $114,663 ($21,310) $125,366 ($32,012) $143,876 $50,522

NET Tourist Development Funds $1,626,262 $1,582,000 $44,262 $589,551 $1,036,711 $7,144,701 $7,207,451 ($62,750) $4,053,504 $3,091,197 $8,151,999 $1,007,298

37522552 TDC Research/Admin. 15%531041 Management Fee CVB $93,939 $87,300 $6,639 $88,433 $5,507 $546,705 $556,118 ($9,412) $608,026 ($61,320) $697,800 $151,095

37523552 Marketing - 65%548110 Ad Production $15,000 ($15,000) $11,817 ($11,817) $402,986 $545,000 ($142,014) $115,822 $287,165 $575,000 $172,014548120 Magazine Placement $182,602 $236,000 ($53,398) $112,378 $70,224 $2,111,854 $3,303,786 ($1,191,932) $1,316,892 $794,962 $3,371,000 $1,259,146548240 Website $26,261 $16,892 $9,369 $53,578 ($27,317) $175,793 $244,644 ($68,851) $215,061 ($39,268) $275,000 $99,207

Sub-Total $208,863 $267,892 ($59,029) $177,773 $31,090 $2,690,633 $4,093,430 ($1,402,797) $1,647,774 $1,042,859 $4,221,000 $1,530,367In House Advertising

548250 Research $10,850 $5,000 $5,850 $5,750 $5,100 $82,340 $82,000 $340 $54,318 $28,022 $92,000 $9,660548330 Newsletter/Telephone $5,950 $2,571 $3,379 $2,745 $3,205 $38,316 $40,714 ($2,398) $31,043 $7,273 $45,000 $6,684548350 Golf Getaway $222 $0 $0 $60,000 $60,000 $0 $57,330 $2,670 $60,000 $0

Sub-Total $16,800 $7,571 $9,451 $8,495 $8,305 $180,656 $182,714 ($2,058) $142,691 $37,965 $197,000 $16,344

Grants & Special Events548520 Special Events $151,303 $0 $151,303 $25,631 $125,672 $471,652 $500,000 ($28,348) $374,733 $96,919 $515,000 $43,348548530 Museum Stipend $0 $0 $0 $17,500 $17,500 $0 $17,500 $0 $17,500 $0548640 Equipment $190 ($190) $0 $0 $0 $1,000 ($1,000) $67 ($67) $3,549 $3,549

Sub-Total $151,303 $190 $151,113 $25,631 $125,672 $489,152 $518,500 ($29,348) $392,300 $96,852 $536,049 $46,897

Public Relations548710 Agency Fees $6,500 $6,500 $0 $12,000 ($5,500) $60,600 $65,000 ($4,400) $69,900 ($9,300) $78,000 $17,400548720 Agency Expenses $14,370 $5,000 $9,370 $8,967 $5,403 $30,508 $35,000 ($4,492) $22,853 $7,654 $43,750 $13,242548740 PR Functions On Island $2,000 ($2,000) $1,118 ($1,118) $2,639 $21,000 ($18,361) $6,427 ($3,787) $25,000 $22,361548770 Miscellaneous $410 ($410) $0 $0 $0 $4,180 ($4,180) $3,588 ($3,588) $5,000 $5,000

Sub-Total $20,870 $13,910 $6,960 $22,085 ($1,215) $93,747 $125,180 ($31,433) $102,768 ($9,021) $151,750 $58,003Marketing Total $397,836 $289,563 $108,495 $233,984 $163,852 $3,454,189 $4,919,824 ($1,465,635) $2,285,534 $1,168,655 $5,105,799 $1,651,610

ANNUAL BUDGETCURRENT PERIOD PRIOR YEAR PERIOD YEAR -TO-DATE PRIOR YEAR YTD

8/18/20178:31 AM Amelia Island TDC July FY2017 Financial Report

2

Account Description Actual Budget Variance Actual Variance Actual Budget Variance Actual Variance 2017 Budget Budget Avl.ANNUAL BUDGETCURRENT PERIOD PRIOR YEAR PERIOD YEAR -TO-DATE PRIOR YEAR YTD

37523552 Travel Trade - 10%548015 Information Services $585 ($585) $0 $0 $0 $3,330 ($3,330) $0 $0 $4,500 $4,500548018 Trade Publications $700 ($700) $0 $0 $60,287 $82,875 ($22,588) $0 $60,287 $85,000 $24,713548019 Hospitality Services $22,711 $10,700 $12,011 $11,000 $11,711 $80,795 $114,607 ($33,812) $108,634 ($27,838) $130,000 $49,205548111 Dues/Subscript/Training $2,031 ($2,031) $2,598 ($2,598) $7,698 $20,937 ($13,239) $11,747 ($4,049) $25,000 $17,302548121 Printing-Brochures $18,750 ($18,750) $5,498 ($5,498) $78,213 $187,500 ($109,287) $109,813 ($31,600) $200,000 $121,787548131 Freight Federal $416 ($416) $0 $0 $283 $4,160 ($3,877) $219 $64 $5,000 $4,717548141 Registration Trade Shows $6,742 $1,040 $5,702 $3,819 $2,923 $38,389 $336,040 ($297,651) $23,590 $14,799 $335,000 $296,611548151 Other Travel Expenses $6,820 $3,750 $3,070 $1,595 $5,225 $25,453 $42,675 ($17,222) $16,828 $8,625 $45,000 $19,547548161 On Island FAMS $182 $2,025 ($1,843) $3,691 ($3,509) $9,434 $20,950 ($11,516) $61,236 ($51,802) $25,000 $15,566548180 Promotional Supplies $69 $884 ($815) $113 ($44) $69 $26,932 ($26,863) $29,602 ($29,533) $28,700 $28,631

Travel Trade 10% $36,524 $40,881 ($4,357) $28,314 $8,210 $300,622 $840,006 ($539,384) $361,668 ($61,046) $883,200 $582,578

37525539 Beach Improvements 10%534102 Beach Cleaning $47,900 ($47,900) $0 $0 $84,959 $391,625 ($306,666) $89,883 ($4,924) $455,200 $370,241554000 Dues and Subscriptions $0 $0 $0 $6,500 $10,000 ($3,500) $6,000 $500 $10,000 $3,500563726 Contract Services - Matthew $0 $0 $0 $408,155 $1,000,000 ($591,845) $0 $408,155 $1,000,000 $591,845581202 FB Monitoring $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Total $0 $47,900 $0 $0 $499,614 $1,401,625 ($902,011) $95,883 $403,731 $1,465,200 $965,586

$528,300 $465,644 $62,656 $350,731 $177,569 $4,801,131 $7,207,451 $2,406,320 $3,351,111 ($1,450,020) $8,151,999 $3,350,868

NET $1,097,962 $1,116,356 ($18,394) $238,821 $859,141 $2,343,570 $0 $2,343,570 $702,393 $1,641,177 $0 ($2,343,570)

EXPENSE TOTAL

1:44 PM 08/17/17

Amelia Island Convention & Visitors Bureau (TDC) Check Detail

July 1 through August 18, 2017Num Date Paid Amount Source Name Memo Original Amount

db 07/06/2017 American Express -19,720.24

-19,720.24 American Express 19,720.24

TOTAL -19,720.24 19,720.24

7132 07/03/2017 TI Shared Services Inc -37,462.48

400041549 07/03/2017 -14,806.04 TI Shared Services Inc 37523552 548120 TI Shared Services digital ads 14,806.04

400041550 07/03/2017 -22,656.44 TI Shared Services Inc 37523552 548120 TI Shared Services digital ad 22,656.44

TOTAL -37,462.48 37,462.48

7135 07/13/2017 Adara US -10,004.60

INVUSA118189 07/13/2017 -10,004.60 Adara US 37523552 548120 Adara US digital display ad 10,004.60

TOTAL -10,004.60 10,004.60

7136 07/13/2017 Amelia Island CVB -93,216.67

TOTAL TDC Fee March 2017 06/06/2017 -93,216.67 Amelia Island CVB TDC Fee for March 2017 93,216.67

-93,216.67 93,216.67

7144 07/13/2017 Hayworth Creative, Inc. -17,380.25

070117120130 07/13/2017 -6,000.00 Hayworth Creative, Inc. 37523552 548710 Hayworth July retainer 6,000.00

-3,500.00 Hayworth Creative, Inc. 37523552 548250 Hayworth visitor profile research for July 3,500.00

-7,546.30 Hayworth Creative, Inc. 37523552 548720 Hayworth expensese for media monitoring postage and events7,546.30

TOTAL -333.95 Hayworth Creative, Inc. 37523552 548740 Hayworth expense for industry meeting 333.95

-17,380.25 17,380.25

7157 07/20/2017 JaxSports Council -50,000.00

8798811-1 07/20/2017 -25,000.00 JaxSports Council 37523552 548520 JaxSports taxslayer bowl sponsorship 25,000.00

TOTAL -25,000.00 JaxSports Council 37523552 548520 JaxSports national tv advertising for taxslayer bowl25,000.00

-50,000.00 50,000.00

7163 07/27/2017 Amelia Island CVB -20,780.56

TOTAL 11470 07/25/2017 -20,780.56 Amelia Island CVB 37524552-548019 Amelia Island CVB: reimburement for Welcome Center Staff for 2 qtr 2017.20,780.56

-20,780.56 20,780.56

Page 1 of 2

1:44 PM 08/17/17

Amelia Island Convention & Visitors Bureau (TDC) Check Detail

July 1 through August 18, 2017Num Date Paid Amount Source Name Memo Original Amount

7172 07/27/2017 TI Shared Services Inc -12,537.52

TOTAL 400042168 07/27/2017 -12,537.52 TI Shared Services Inc 37523552 548120 TI Shared digital ad 12,537.52

-12,537.52 12,537.52

7173 08/03/2017 Core Outdoor Design LLC -40,000.00

TOTAL 1781 08/03/2017 -40,000.00 Core Outdoor Design LLC 37523552 548520 Core Outdoor deposit for DOC 40,000.00

-40,000.00 40,000.00

7177 08/03/2017 Philadelphia Magazine -10,000.00

TOTAL PH78338 08/03/2017 -10,000.00 Philadelphia Magazine 37523552 548120 Philadelphia Mag full page ad for August issue10,000.00

-10,000.00 10,000.00

7178 08/03/2017 PRI Productions -60,979.68

TOTAL 22773 08/03/2017 -60,979.68 PRI Productions 37523552 548520 PRI Production deposit for DOC 60,979.68

-60,979.68 60,979.68

7181 08/10/2017 Arrivalist -42,000.00

TOTAL AL484 08/10/2017 -42,000.00 Arrivalist 37523552 548120 Arrivalist monitoring for media programs 42,000.00

-42,000.00 42,000.00

7199 08/16/2017 Hayworth Creative, Inc. -10,333.49

080117120131 08/16/2017 -6,000.00 Hayworth Creative, Inc. 37523552 548710 Hayworth august retainer 6,000.00

-3,500.00 Hayworth Creative, Inc. 37523552 548250 Hayworth visitor profile 3,500.00

TOTAL -833.49 Hayworth Creative, Inc. 37523552 548720 Hayworth expenses for media monitoring, promotions writer travel postaage833.49

-10,333.49 10,333.49

Page 2 of 2

Research

Date Created: Aug 16, 2017

Amelia Island Tourist Development Council

Table Of Contents 1

Multi-Segment 2

Trend Amellia Island+ 3

Response Amellia Island+ 4

Help 5

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The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

For the Month of July 2017

Tab 2 - Multi-Segment Currency: USD - US Dollar

Amelia Island Tourist Development Council

For the month of: July 2017

Percent Change from July 2016 Percent Change from YTD 2016

2017 2016 2017 2016 2017 2016 Occ ADR RevPARRoom Rev

Room Avail

Room Sold 2017 2016 2017 2016 2017 2016 Occ ADR RevPAR

Room Rev

Room Avail

Room Sold Census Sample Census Sample

Florida 77.2 76.2 129.38 126.69 99.89 96.53 1.3 2.1 3.5 5.3 1.8 3.1 76.5 75.3 145.28 142.97 111.09 107.68 1.5 1.6 3.2 4.7 1.5 3.1 3689 2135 429295 318751

Jacksonville, FL 74.3 75.6 113.33 109.29 84.25 82.64 -1.7 3.7 1.9 3.2 1.2 -0.5 73.8 73.5 112.05 106.89 82.72 78.61 0.4 4.8 5.2 5.8 0.5 0.9 271 193 27512 22892Jacksonville Beaches, FL 80.6 81.9 178.01 169.97 143.53 139.18 -1.5 4.7 3.1 4.9 1.7 0.1 75.8 75.4 170.24 164.39 129.09 123.88 0.6 3.6 4.2 6.6 2.3 2.9 100 60 8042 6489Savannah, GA 76.9 78.4 116.13 116.16 89.36 91.05 -1.8 -0.0 -1.8 -0.5 1.4 -0.4 74.2 72.5 119.50 116.91 88.62 84.81 2.2 2.2 4.5 6.5 1.9 4.2 173 134 15432 13447Brunswick/Kingsland, GA 64.0 73.0 150.75 140.19 96.48 102.34 -12.3 7.5 -5.7 -4.1 1.7 -10.8 65.4 66.3 128.34 121.33 83.88 80.50 -1.5 5.8 4.2 6.2 1.9 0.4 91 60 7177 5166Daytona Beach, FL 76.4 75.9 128.92 122.72 98.54 93.19 0.7 5.0 5.7 3.7 -1.9 -1.3 67.7 68.1 125.94 117.36 85.26 79.89 -0.5 7.3 6.7 3.7 -2.8 -3.3 177 71 13040 8263Charleston, SC 81.9 83.0 141.89 141.10 116.27 117.16 -1.3 0.6 -0.8 3.3 4.1 2.7 78.7 77.6 145.05 140.68 114.11 109.10 1.4 3.1 4.6 8.8 4.0 5.5 186 135 19793 15866Nassau County, FL 83.6 85.1 228.45 218.37 191.03 185.77 -1.7 4.6 2.8 2.7 -0.1 -1.8 78.3 75.3 212.55 207.63 166.40 156.36 4.0 2.4 6.4 6.3 -0.1 3.9 24 14 2264 1978St Johns County, FL 74.2 74.9 139.07 133.28 103.21 99.88 -1.0 4.3 3.3 5.7 2.3 1.3 70.3 70.5 138.52 133.28 97.41 93.91 -0.2 3.9 3.7 6.9 3.1 2.9 82 45 6070 4430Hilton Head/Beaufort, SC 81.2 85.4 210.02 198.34 170.47 169.48 -5.0 5.9 0.6 1.9 1.3 -3.8 68.5 66.9 170.30 160.07 116.63 107.11 2.3 6.4 8.9 11.3 2.3 4.7 46 34 6165 4624Fort Walton Beach, FL 87.8 88.5 227.85 219.16 199.94 193.87 -0.8 4.0 3.1 9.7 6.4 5.5 65.6 64.6 167.51 162.67 109.94 105.07 1.6 3.0 4.6 9.9 5.0 6.7 92 53 10548 7048

A blank row indicates insufficient data.

Participation

Occ %

Current Month - July 2017 vs July 2016

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

RevPARADROcc %

Year to Date - July 2017 vs July 2016

RoomsRevPAR PropertiesADR

Tab 3 - Trend Amellia Island+ Currency: USD - US Dollar

Amelia Island Tourist Development Council

For the Month of July 2017

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2015 2016 2017 2015 2016 2017This Year 70.5 81.9 78.8 74.8 82.0 87.8 73.5 73.0 55.9 64.2 51.5 57.6 79.1 84.4 86.4 79.1 85.7 86.8 76.2 76.3 79.8 70.2 71.2 73.0Last Year 76.3 79.1 77.9 75.5 82.9 86.2 72.2 67.1 62.6 62.6 56.3 58.1 70.5 81.9 78.8 74.8 82.0 87.8 73.2 76.2 76.3 66.6 70.2 71.2

Percent Change -7.6 3.5 1.1 -0.9 -1.1 1.9 1.8 8.7 -10.6 2.5 -8.5 -0.8 12.2 3.0 9.7 5.7 4.6 -1.2 4.0 0.2 4.6 5.4 1.4 2.5

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2015 2016 2017 2015 2016 2017This Year 184.01 273.05 258.44 238.69 244.87 243.70 196.53 204.78 203.37 188.30 183.91 171.92 190.90 267.92 263.22 245.30 247.27 254.71 226.52 234.23 238.47 210.69 218.61 222.93Last Year 167.91 251.60 257.57 237.07 238.56 240.76 202.89 196.74 212.69 180.26 167.07 168.22 184.01 273.05 258.44 238.69 244.87 243.70 213.30 226.52 234.23 199.22 210.69 218.61

Percent Change 9.6 8.5 0.3 0.7 2.6 1.2 -3.1 4.1 -4.4 4.5 10.1 2.2 3.7 -1.9 1.8 2.8 1.0 4.5 6.2 3.4 1.8 5.8 3.8 2.0

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2015 2016 2017 2015 2016 2017This Year 129.74 223.64 203.59 178.58 200.73 214.02 144.50 149.43 113.71 120.85 94.66 99.11 150.96 226.05 227.38 194.05 212.02 221.06 172.61 178.76 190.36 147.95 155.69 162.75Last Year 128.18 199.09 200.62 179.05 197.71 207.46 146.58 132.06 133.05 112.82 94.02 97.78 129.74 223.64 203.59 178.58 200.73 214.02 156.21 172.61 178.76 132.73 147.95 155.69

Percent Change 1.2 12.3 1.5 -0.3 1.5 3.2 -1.4 13.2 -14.5 7.1 0.7 1.4 16.4 1.1 11.7 8.7 5.6 3.3 10.5 3.6 6.5 11.5 5.2 4.5

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2015 2016 2017 2015 2016 2017This Year 51,940 57,505 55,650 57,505 55,650 57,505 57,505 55,650 57,505 55,590 57,443 57,443 51,884 57,443 55,590 57,443 55,590 57,443 393,260 393,260 392,836 677,075 677,075 676,529Last Year 51,940 57,505 55,650 57,505 55,650 57,505 57,505 55,650 57,505 55,650 57,505 57,505 51,940 57,505 55,650 57,505 55,650 57,505 393,380 393,260 393,260 677,348 677,075 677,075

Percent Change 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 -0.1 0.0 0.0 -0.1 0.0 0.0 -0.1

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2015 2016 2017 2015 2016 2017This Year 36,620 47,099 43,840 43,023 45,619 50,501 42,283 40,608 32,154 35,678 29,566 33,113 41,029 48,466 48,022 45,440 47,665 49,854 299,668 300,129 313,589 475,455 482,194 493,878Last Year 39,651 45,502 43,347 43,433 46,120 49,551 41,546 37,356 35,972 34,829 32,362 33,427 36,620 47,099 43,840 43,023 45,619 50,501 288,095 299,668 300,129 451,285 475,455 482,194

Percent Change -7.6 3.5 1.1 -0.9 -1.1 1.9 1.8 8.7 -10.6 2.4 -8.6 -0.9 12.0 2.9 9.5 5.6 4.5 -1.3 4.0 0.2 4.5 5.4 1.4 2.4

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul 2015 2016 2017 2015 2016 2017This Year 6,738,604 12,860,239 11,329,994 10,269,044 11,170,702 12,307,298 8,309,691 8,315,776 6,539,164 6,718,045 5,437,406 5,692,925 7,832,534 12,985,076 12,640,159 11,146,631 11,786,055 12,698,270 67,882,046 70,298,944 74,781,650 100,172,098 105,413,453 110,101,732Last Year 6,657,778 11,448,421 11,164,699 10,296,480 11,002,590 11,930,134 8,429,296 7,349,288 7,650,803 6,278,347 5,406,775 5,623,063 6,738,604 12,860,239 11,329,994 10,269,044 11,170,702 12,307,298 61,451,730 67,882,046 70,298,944 89,905,207 100,172,098 105,413,453

Percent Change 1.2 12.3 1.5 -0.3 1.5 3.2 -1.4 13.2 -14.5 7.0 0.6 1.2 16.2 1.0 11.6 8.5 5.5 3.2 10.5 3.6 6.4 11.4 5.2 4.4

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun JulCensus Props 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15

Census Rooms 1855 1855 1855 1855 1855 1855 1855 1855 1855 1853 1853 1853 1853 1853 1853 1853 1853 1853% Rooms Participants 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3

A blank row indicates insufficient data.

Supply

RevPAR

ADR

Census %

Occupancy (%)

Revenue

Demand

2017

2016

2016

2016

2016

2016

2016

2017

2017

2017

2017

2017

2017

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

The STR Destination Report is a publication of STR, Inc. and STR Global, Ltd., and is intended solely for use by paid subscribers. Reproduction or distribution of the STR Destination Report, in whole or part, without written permission is prohibited and subject to legal action. If you have received this report and are NOT a subscriber to the STR Destination Report, please contact us immediately. Source: 2017 STR, Inc. / STR Global, Ltd. trading as "STR".

Year To Date Running 12 Months

Year To Date Running 12 Months

Year To Date Running 12 Months

2016

-20-15-10

-505

101520

Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul

Monthly Percent Change

Occupancy ADR RevPAR

0.01.02.03.04.05.06.07.0

Year To Date Running 12 Months

Overall Percent Change

Occupancy ADR RevPAR

RESEARCH DATA SERVICES, INC. 777 SOUTH HARBOUR ISLAND BOULEVARD • SUITE 260

TAMPA, FLORIDA 33602 TEL (813) 254-2975 • FAX (813) 223-2986

Amelia Island Second Quarter 2017 (Apr. – Jun.)

Visitor Profile Dashboard

Prepared for: Amelia Island Tourist Development Council

Prepared by: Research Data Services, Inc.

Research@ResearchDataLLC.com

July 24, 2017

Amelia Island Visitor Profile Q2 2017 (Apr. – Jun.)

1 © Copyright 2017. | PCD-1 – 7.24.17

Fiscal Year-to-Date (Oct. – Jun.) Second Quarter (Apr. – Jun.) H/M/C/C * Visitor Stats

FYTD 2016

FYTD 2017

% Δ

’16/’17

2016

2017

% Δ

’16/’17

Visitors (#) 455,600 480,600 +5.5 165,800 183,400 +10.6

Direct Exp. ($) $328,809,800 $351,813,300 +7.0 $125,013,200 $137,916,800 +10.3

Total Eco. Impact ($)

$432,615,100 $462,880,700 (k: 1.3157) $164,479,900 $181,457,100 (k: 1.3157)

* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.)

Fiscal Year-to-Date (Oct. – Jun.) Second Quarter (Apr. – Jun.)

Visitor Origins FYTD 2016 FYTD 2017

% Δ

’16/’17

2016 # of

Visitors

2017 # of

Visitors

% Δ

’16/’17

Florida 95,856 102,041 +6.5 38,300 44,016 +14.9

Southeast 172,501 176,121 +2.1 70,631 76,294 +8.0

Northeast 76,684 81,939 +6.9 24,538 25,126 +2.4

Midwest 66,634 71,724 +7.6 18,570 21,458 +15.6

Foreign 23,721 28,108 +18.5 6,300 7,886 +25.2

Opportunity Mkts 20,204 20,667 +2.3 7,461 8,620 +15.5

Total 455,600 480,600 +5.5 165,800 183,400 +10.6

$0

$25,000,000

$50,000,000

$75,000,000

$100,000,000

$125,000,000

$150,000,000

$175,000,000

$200,000,000

Q2 2016 Q2 2017

125,013,200 137,916,800

39,466,700 43,540,300

$164,479,900 $181,457,100

Q2 Economic Impact

Direct Exp. Indirect/Induced Total Eco. Impact

24.0

41.6

13.7

11.7

4.3 4.7

Q2 2017 Visitor Origin Distribution (%)

Florida Southeast Northeast

Midwest Foreign Opp. Mkts

Amelia Island Visitor Profile Q2 2017 (Apr. – Jun.)

2 © Copyright 2017. | PCD-1 – 7.24.17

Occupancy and ADR ** April May June

Occupancy 2017 86.4% 79.1% 85.7%

Occupancy 2016 † 78.8 74.8 82.0

% Occ. (‘16/‘17) +9.7% +5.7% +4.6%

ADR 2017 $263.22 $245.30 $247.27

ADR 2016 † 258.44 238.69 244.87

% ADR (‘16/‘17) +1.8% +2.8% +1.0%

RevPAR 2017 $227.38 $194.05 $212.02

RevPAR 2016 † 203.59 178.58 200.73

% RevPAR (‘16/‘17) +11.7% +8.7% +5.6%

** Source: Smith Travel Research; † 2016 Update

0

10

20

30

40

50

60

70

80

90

Apr. May Jun.

78.8 74.8

82.0 86.4

79.1 85.7

Occupancy

Q2 2016 Q2 2017

0

50

100

150

200

250

300

Apr. May Jun.

258.4 238.7 244.9

263.2 245.3 247.3

Room Rates

Q2 2016 Q2 2017

%

$

2014 - 2017 Amelia Island Estimated International Visitation Data: Calendar Year

First Quarter(Jan. - Mar.)

Second Quarter(Apr. - Jun.)

Third Quarter(Jul. - Sep.)

Fourth Quarter(Oct. - Dec.)

Amelia Island % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis.

Canada 3.4 4,670 0.6 920 0.4 640 1.2 1,480 1.3 7,710

German Speaking 1.7 2,330 1.0 1,530 1.5 2,410 1.4 1,720 1.4 7,990

U.K. 0.8 1,100 0.8 1,230 0.5 800 0.7 860 0.7 3,990

Other European 0.5 690 0.5 770 0.2 320 0.2 240 0.4 2,020

Total European Markets 3.0 4,120 2.3 3,530 2.2 3,530 2.3 2,820 2.4 14,000

Other Foreign 1.2 1,650 0.7 1,070 0.2 320 0.5 620 0.6 3,660

Total Foreign Markets 7.6 10,440 3.6 5,520 2.8 4,490 4.0 4,920 4.4 25,370

First Quarter(Jan. - Mar.)

Second Quarter(Apr. - Jun.)

Third Quarter(Jul. - Sep.)

Fourth Quarter(Oct. - Dec.)

Amelia Island % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis.

% D

'14-'15

Canada 3.8 5,700 1.0 1,630 0.7 1,210 1.0 1,330 1.6 9,870 +28.0%

German Speaking 2.0 3,000 1.2 1,950 1.8 3,120 0.9 1,190 1.5 9,260 +15.9%

U.K. 0.9 1,350 0.4 650 0.9 1,560 1.3 1,720 0.9 5,280 +32.3%

Other European 0.6 900 0.1 160 0.2 350 0.3 400 0.3 1,810 -10.4%

Total European Markets 3.5 5,250 1.7 2,760 2.9 5,030 2.5 3,310 2.6 16,350 +16.8%

Other Foreign 0.5 750 0.3 490 0.4 690 1.1 1,460 0.5 3,390 -7.4%

Total Foreign Markets 7.8 11,700 3.0 4,880 4.0 6,930 4.6 6,100 4.8 29,610 +16.7%

Calendar Year 2014

Calendar Year

Calendar Year 2015

Calendar Year

1 | © Copyright 2017. | PCD-1 - 08.10.17

2014 - 2017 Amelia Island Estimated International Visitation Data: Calendar Year

First Quarter(Jan. - Mar.)

Second Quarter(Apr. - Jun.)

Third Quarter(Jul. - Sep.)

Fourth Quarter(Oct. - Dec.)

Amelia Island % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis.

% D

'15-'16

Canada 3.2 5,030 0.7 1,160 0.5 920 1.4 1,780 1.4 8,890 -9.9%

German Speaking 2.3 3,620 1.6 2,650 2.2 4,040 1.2 1,520 1.9 11,830 +27.8%

U.K. 1.0 1,570 0.9 1,490 1.1 2,020 1.1 1,390 1.0 6,470 +22.5%

Other European 0.4 630 0.2 330 0.4 740 0.3 380 0.3 2,080 +14.9%

Total European Markets 3.7 5,820 2.7 4,470 3.7 6,800 2.6 3,290 3.2 20,380 +24.6%

Other Foreign 0.3 470 0.4 660 0.2 370 1.6 2,030 0.6 3,530 +4.1%

Total Foreign Markets 7.2 11,320 3.8 6,290 4.4 8,090 5.6 7,100 5.2 32,800 +10.8%

First Quarter(Jan. - Mar.)

Second Quarter(Apr. - Jun.)

Third Quarter(Jul. - Sep.)

Fourth Quarter(Oct. - Dec.)

Amelia Island % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis. % Share # of Vis.

% D

'16-'17

Canada 2.7 4,600 0.9 1,650 1.8 6,250 +1.0%

German Speaking 2.8 4,770 1.6 2,930 2.2 7,700 +22.8%

U.K. 1.4 2,390 1.1 2,020 1.2 4,410 +44.1%

Other European 0.2 340 0.4 730 0.3 1,070 +11.5%

Total European Markets 4.4 7,500 3.1 5,680 3.7 13,180 +28.1%

Other Foreign 0.6 1,020 0.3 550 0.4 1,570 +38.9%

Total Foreign Markets 7.7 13,120 4.3 7,880 5.9 21,000 +19.3%

Calendar Year 2016

Calendar Year

Calendar Year 2017

Calendar Year to Date

2 | © Copyright 2017. | PCD-1 - 08.10.17

Amelia Island Key Feeder DMA Estimated Visitation: Fiscal Year 2016

Q4 2015(Oct. - Dec.)

Q4 2015(Oct. - Dec.)

Q1 2016(Jan. - Mar.)

Q1 2016(Jan. - Mar.)

Q2 2016(Apr. - Jun.)

Q2 2016(Apr. - Jun.)

Q3 2016(Jul - Sep.)

Q3 2016(Jul - Sep.)

FY 2016(Oct. - Sep.)

FY 2016(Oct. - Sep.)

% # % # % # % # % #

Atlanta 11.1 14,663 6.2 9,780 16.1 26,637 17.1 31,453 12.9 82,533

Jacksonville 6.5 8,596 6.9 10,802 7.2 11,963 5.6 10,367 6.5 41,728

Greater Orlando Area 7.8 10,365 5.8 9,050 6.3 10,368 5.9 10,894 6.4 40,677

New York/New Jersey 4.7 6,194 5.8 9,196 3.5 5,742 3.4 6,326 4.3 27,458

Tampa/St. Petersburg 5.3 7,079 3.0 4,671 3.0 4,945 3.7 6,853 3.7 23,548

Savannah 3.0 3,919 2.8 4,379 3.2 5,264 3.2 5,799 3.0 19,361

Charlotte 3.5 4,677 2.1 3,357 2.3 3,828 3.1 5,623 2.7 17,485

Boston 1.4 1,896 4.0 6,277 2.9 4,785 1.0 1,757 2.3 14,715

Greenville/Spartanburg 2.8 3,666 2.5 3,941 2.0 3,350 2.0 3,690 2.3 14,647

Washington, D.C. 2.9 3,792 2.7 4,233 1.6 2,712 1.7 3,163 2.2 13,900

Philadelphia 2.8 3,666 2.4 3,795 1.3 2,233 1.9 3,514 2.1 13,208

Chicago 1.1 1,517 2.9 4,525 2.0 3,350 1.6 2,987 1.9 12,379

Tallahassee 1.7 2,275 0.9 1,460 2.1 3,509 2.3 4,217 1.8 11,461

Nashville 1.9 2,528 1.4 2,190 1.4 2,393 1.2 2,284 1.5 9,395

Dallas 1.0 1,264 1.3 2,044 1.2 1,914 1.1 1,933 1.1 7,155

Houston 1.2 1,643 0.4 584 0.7 1,117 0.8 1,406 0.7 4,750

DMA(% of Total Visitation)

1 | © Copyright 2017. | PCD-3 - 08.09.17

Amelia Island Key Feeder DMA Estimated Visitation: FY 2017 to Date

Q4 2016(Oct. - Dec.)

Q4 2016(Oct. - Dec.)

Q1 2017(Jan. - Mar.)

Q1 2017(Jan. - Mar.)

Q2 2017(Apr. - Jun.)

Q2 2017(Apr. - Jun.)

FYTD 2017(Oct. - Jun.)

FYTD 2017(Oct. - Jun.)

% # % # % # % #

Atlanta 8.8 11,132 6.3 10,695 17.2 31,593 11.1 53,420 +4.6%

Jacksonville 6.7 8,499 7.3 12,425 7.5 13,690 7.2 34,614 +10.4%

Greater Orlando Area 8.5 10,773 5.3 8,965 6.5 11,935 6.6 31,673 +6.3%

New York/New Jersey 5.1 6,464 5.9 10,066 4.1 7,547 5.0 24,077 +13.9%

Tampa/St. Petersburg 4.5 5,746 2.8 4,718 3.3 5,967 3.4 16,431 -1.6%

Savannah 2.5 3,232 2.5 4,247 3.4 6,319 2.9 13,798 +1.7%

Boston 2.9 3,711 3.7 6,291 1.7 3,159 2.7 13,161 +1.6%

Charlotte 3.2 4,070 1.6 2,674 2.5 4,563 2.4 11,307 -4.7%

Chicago 1.8 2,274 3.0 5,190 1.8 3,335 2.2 10,799 +15.0%

Washington, D.C. 2.9 3,711 2.2 3,775 1.6 2,984 2.2 10,470 -2.5%

Philadelphia 2.2 2,753 2.7 4,561 1.5 2,808 2.1 10,122 +4.4%

Greenville/Spartanburg 2.6 3,352 1.8 3,146 1.8 3,335 2.0 9,833 -10.3%

Tallahassee 2.1 2,633 1.3 2,202 2.0 3,686 1.8 8,521 +17.6%

Nashville 1.6 2,035 1.1 1,887 1.4 2,633 1.4 6,555 -7.8%

Dallas 0.7 838 1.0 1,730 1.5 2,808 1.1 5,376 +2.9%

Houston 0.8 958 0.5 786 0.6 1,053 0.6 2,797 -16.4%

DMA(% of Total Visitation)

% Change

2016/2017

1 | © Copyright 2017. | PCD-1 - 08.09.17

FY 2017 (to Date) Amelia Island Estimated Visitation: Key Feeder States

Q4 2016(Oct. - Dec.)

Q4 2016(Oct. - Dec.)

Q1 2017(Jan. - Mar.)

Q1 2017(Jan. - Mar.)

Q2 2017(Apr. - Jun.)

Q2 2017(Apr. - Jun.)

FYTD

2017(Oct. - Jun.)

FYTD

2017(Oct. - Jun.)

% # % # % # % #

Florida 25.2 31,954 15.3 26,071 24.0 44,016 21.2 102,041 +6.5%

Georgia 15.3 19,400 13.4 22,834 27.6 50,618 19.3 92,852 +2.0%

New York/New Jersey 5.9 7,481 8.2 13,973 6.8 12,471 7.1 33,925 +10.7%

North Carolina 7.5 9,510 5.0 8,520 5.9 10,821 6.0 28,851 +3.5%

South Carolina 4.5 5,706 4.7 8,009 4.4 8,070 4.5 21,785 +4.1%

Pennsylvania 3.8 4,818 4.6 7,838 3.2 5,869 3.9 18,525 +11.7%

Ohio 2.7 3,424 4.5 7,668 3.1 5,685 3.5 16,777 -12.4%

Virginia/Washington D.C. 3.5 4,438 3.8 6,475 2.3 4,218 3.1 15,131 +5.0%

Tennessee 3.4 4,311 2.9 4,942 2.9 5,319 3.0 14,572 -0.3%

Illinois 2.6 3,297 3.6 6,134 2.6 4,768 3.0 14,199 +3.8%

Massachusetts 2.7 3,424 3.0 5,112 2.0 3,668 2.5 12,204 +12.0%

Texas 1.5 1,902 1.8 3,067 2.5 4,585 2.0 9,554 +4.5%

% Change

2016/2017State of Origin(% of Total Visitation)

1 | © Copyright 2016. | PCD-1 - 8.09.17

Activity

Tourism Activity Report

June & July 2017

Mission Statement Created by the Nassau County Board of County Commissioners in 1988, the Amelia Island Tourist Development Council (AITDC) oversees the development and marketing of Amelia Island as a world-class tourism destination. As provided by Florida law, the AITDC is responsible for the expenditure of revenues received from the levy and imposition of the tourism development tax. The goals of the AITDC are to generate visitation to Amelia Island and its attractions/special events, thereby increasing tax revenues, including sales taxes and those imposed on the hospitality industry. In turn, those tax revenues may be used to improve the quality of life for the citizens of the community, provide support for beach re-nourishment, and ensure a viable hospitality industry.

The key focus areas of Amelia Island TDC are:

Events & Promotions:• Visitor Services• Conferences/Meetings• Travel Trade Shows• Events

Marketing:• Strategy• Advertising• Content/Social• Website• Collateral

Public Relations:• Writers• Coverage• Press Releases• Promotions

Amelia Island Tourist Development Council

Tourism Activity Report

Events & Promotions

Visitor Services

AMELIA ISLAND WELCOME CENTER o Welcomed over 6,972 visitors.o Trip Advisor listing as one of “top 10 things to do.”o Research survey data collected daily and tracked.o Welcomed 8 motor coaches.o Prepared 715 welcome packets for 7 group visits.

Visitor Guide fulfillment totaling 2894 for June and 2450 for July. Weekly distribution of collateral to all lodging and hospitality partners island wide. Monthly STR report and Sales Tax tracking. Assist with welcome and registrations of large groups or meetings as needed. Hosted annual FAM Tour for the I-95 Visit Florida Staff.

Conferences/Meetings Ongoing work with Cvent on RFP’s

Attended the monthly Bike Trails Meeting Attended monthly Historic FB Association meeting Attended monthly North Florida Hotel & Lodging meeting Attended monthly Florida’s First Coast of Golf meeting

Main Street board and organization meetings ArtWalk Committee Meeting JaxSports monthly meeting FADMO Board Meeting & Marketing Summit Visit Florida Board Meeting DMAI Annual Meeting

Travel Trade Shows Jacksonville International Airport Summer Fun Tradeshow IPW (International Pow Wow)

o Hosted reception in Washington DC with Florida’s Historic Coast and Air Canada

Never Seen the Ocean Event o Executed two beach parties at Columbus and Cincinnati, Ohio Boys and Girls clubso Two prize trips to be awarded to Amelia Island

Amelia Island Tourist Development Council

Tourism Activity Report

Events/Holidays Artrageous Artwalk every 2nd Saturday Independence Day July 4th

Upcoming Events:

Petanque Amelia Island Open o 352 registered participants from 13 countries and around the US, 85% from outside First

Coast.o Confirmed participation of 9 World Champions, Master Chef of France Jean-Louis Dumonet,

of the Union Club in New York, and President of French Boule Sports organization andfitness icon Veronique de Villers.

o ‘Provence on Amelia video promoted on front page of world’s largest Petanque website as

well as by German, French, and American Petanque federations.o Promoted event in New York City in conjunction with New York Clubs and Ricardo Secured permits and completed initial site plan.o Exploring options for food and other vendors.o Partnering with Alliance Francaise Jacksonville and French Consul to add to cultural

component, setting the opportunity for a French cultural weekend in future years.o Promoting at trade and press event in Germany in August.o Working with Susan Hurley on event logistics, partnering with Phillippe Boets on event

transition and Amelia Island Boules Club.o Planning demonstration for September Press Trip as well as youth-focused event with Boys

and Girls Club.o Sponsorship materials distribution began with three solicitations.

Wellness Festival o Working with RCAI to build concept for inaugural Amelia Island Wellness Festivalo Finalized wellness logo suiteso Arlene Filkoff serving as event coordinator to manage and execute event; coordinate

between CVB and partnerso Ktimene Axetell serving as digital lead to launch website, launch ticketing, build app and

market through digital channels.o CVB responsible for building website, ticketing, and marketing event, as well as working

with partners to create destination wide involvement within the festival.

Holiday Home Tour and Holiday Cookie Tour o Finalized collateral material design and printing (rack cards, posters, tickets)

Dickens on Centre o Finalized event management contract with PRIo Exploring option of living theatre partner w/ Fanvergence

Amelia Island Tourist Development Council

Tourism Activity Report

o Finalized media schedule / promotional planso Working on holiday lighting programo Finalized stilt walkers, parade float; working on entertainment scheduleo Ordering new 2018 commemorative ornamentso Sponsorship solicitations began, with three local soliciations.o Run Like the Dickens 1-mile sprint approved by city; FBMS AVID working on execution

details

Fat Cross o BOCC accepted proposed event; finalized event contract between CVB and Set Up

Events; Set Up working directly with county for separate agreemento Finalized logo, coordinating event promotions with Set Up Eventso Coordinating charity benefactor

Restaurant Week o Brainstorming plans for 10th anniversaryo Exploratory call with James Beard Touro Planning media schedule / promotional planso Rebuilding landing page

Watermelon Ride o Approved $5,000 event grant for 2017

Outlaw Triathlon o Created dossier including an initial event plan, letter of intent, and recommendations for

Pro3 event marketing. o Met with triathletes and sporting event organizers in the community to understand best

practices. o Began outreach to law enforcement in Nassau and Duval Counties.

Amelia Island Tourist Development Council

Tourism Activity Report

Marketing

Strategy

Marketing Planning for FY2018 o Held first marketing planning strategy session with internal team o Scoped schedule and roles for marketing planning o Analyzing all research sources to make data driven decisions for next year’s plan o Scheduled annual industry meeting for September 28, 2017 o Drafted marketing plan outline, working on strategies and content for FY2018 plans

Reviewing agency relationships, functions and flow Began partnership conversations, to ensure open communication with lodging/attraction partners

Advertising

Final advertising RFP distributed to 40+ publishers for proposals for FY2018 Reviewing proposals, meeting with ad reps, planning media schedule for FY2018. Finalizing budget expenditures for FY2017, evaluating roll over potential for FY2018 budget. Worked with NY Mag to develop an Amelia Island overview video to launch in Sept 2017. Ever So Slighting Special Campaign development

o Reviewed digital needs for campaign o Making preparations for August photo / video shoot

PARADISE: o Continuing to receive and review media placement opportunities for 2017 o Development of materials for various publications o Continued coordination of the Ever So Slightly video/photo shoot o Discussed and coordinated the application for the 2018 RFP o Reviewed the purchase of domain URLs o Developed the award entry for the 2017 Flagler Awards

Content Studio & Social

‘Provence on Amelia’ recreation of classic French film released. Shown at three top-tier events on the roof of the Novotel Times Square in New York City as part of Ricard’s Bastille Week celebrations.

Representatives from Amelia Island attended the first event and met with leading chefs, journalists, members of the NY Petanque Clubs and representatives from Ricard and the Provence Tourism Board.

#LoveAmelia videos produced:

Amelia Island Tourist Development Council

Tourism Activity Report

o Bastille Day on the Roofo Downtown 4th of Julyo Seaside Amelia Inno Seaside SculpturesReleased 360 Video Adventure video on social channels Created new video hero images for Ameliaisland.com New Blog Posts: o Top Spots to Take a Dip/Pool Pickso Plan a Girls’ Getaway

o Sweet Treats of Summertimeo Festive 4th on Ameliao Seaside Sculptureso Top Spots for Outdoor DiningFacebook remains most powerful channel reaching 150,000+ per week in key markets. Videos, live and produced, far outperform other types of posts. #LiveAmelia video from 4th of July Fireworks was one of the year’s top performers so far, with over 22,000 views

Website Analyzed traffic to inform FY2018 marketing plan. Determined that mobile must be more of an emphasis in our key markets including Orlando, New York, Washington, DC, and Charlotte. Published five blog posts. Refreshed in-market and German personalization campaigns. Surfaced more influential content on the homepage around top things to do and events, based on Destination Analysts’ study of the content that is most influential in convincing users to visit a

destination.

Collateral Bike Brochure re-print Discussion with Paradise of Downtown Historic Walking Tour refresh Developing international welcome materials in key languages.

Other DestiMetrics

o Exploring options for island-wide forecasting solution with DestiMetrics/Intopiao Presenting with partners for evaluation

Amelia Island Tourist Development Council

Tourism Activity Report

Public Relations

Writers Vetting opportunity to host Andi Perullo, wellness and travel blogger at My Beautiful Adventures

Invited Blair Staky, Chicago-based social media influencer and blogger behind The Fox & She (72.8k followers on Instagram and 35k UVM on her blog), to Amelia Island for a July babymoon visit

Provided recommendations and information to Mandy Carter, Content Editor at TOTI Media, for inclusion in Florida road trip article

Presented opportunity to host Nashville-based blogger, Southern Bella’s Ways

Coordinated with The Ritz-Carlton, Amelia Island to arrange accommodations, dinner at Salt and spa treatment for Blair Staky, Chicago-based social media influencer and blogger behind The Fox & She (72.8k followers on Instagram and 35k UVM on her blog), for July babymoon visit. Provided recommendations for activities.

Coverage

Provided Fernandina Observer with additional information and images about the Seaside Sculptures project

Reviewed a past Florida Culture article and provided edits and island updates for republishing

Provided information about meetings in Amelia Island to coastal meetings lead for upcoming issue of Meetings Today

Pitched “message in a bottle” story to major morning shows to explore possibilities for bringing the sender and finder together and tying in Amelia Island, where the bottle was sent out to sea

Submitted information about Amelia Island’s golf resorts to Travel Agent magazine

Pitched “Free Night, Any Night” deal to City & Shore Magazine

Provided information on the Coastal Living “Happiest Seaside Town” designation to Karen Miller foruse in upcoming issue of Amelia Islander Magazine

Pitched Petanque open to AAA Living lead for unique sporting events in Florida

Submitted information about Amelia Island meetings to M&C for inclusion in Northern Florida issue

Provided images and information on Seaside Sculpture project to Karen Miller for use in upcoming issue of Amelia Islander Magazine

Pitched Amelia Island as a picturesque coastal destination to be included in South Magazine’sSeptember issue; provided images and information

International: First of three articles in “Die Woch” newspaper, circulation 520,000. Pitched Amelia Island as destination for a “dream date” on the German version of “The Bachelor.” Hosted Simon and Susan Veness for UK’s Mail on Sunday and Dailymail.co.uk, they will also explore hotel feature for The Telegraph

Amelia Island Tourist Development Council

Tourism Activity Report

Submitted information to Association News for Waterfront Gatherings story

Met with Palm Beach-based sister influencers, Palm Beach Lately, to explore opportunities for partnership

Created 125 words of advertorial content for Visit Florida co-op in September issue of The Atlantan

Provided information about island’s meeting spaces to C&I Travel

Provided information and images to Palette, the Miami Herald’s bimonthly magazine for SouthFlorida’s LGBTQ community for September/October issue

Presented opportunity to be included in Smart Meetings’ October issue by snapping a selfie at an Amelia Island hidden gem and writing up a short description

Met with Atlanta-based millennial influencer, Poor Little It Girl, to explore opportunities for partnership for potential 2018 influencer FAM

Submitted information for Family Travel to Recommend

Submitted information about small meetings and executive’s retreats to Smart Meetings

Connected with Travel + Leisure to inquire about outcome of this year’s “World’s Best” awards

Provided information about meetings on the island to leads for Coastal Meetings and Florida leads for Prevue magazine

Created 100 words of advertorial content for September issue of Chicago magazine!

Met with The Florida Palate, a Florida foodie blogger, to pitch Restaurant Week, island cooking academies, Sprouting Project, celebrity chefs and culinary attractions

Submitted information about the destination’s Christmas events and attractions to Going on Faith

Responded to lead from Going on Faith for waterfront destinations and provided information

Press Drafted and distributed post-installation press release overview of Seaside Sculptures project Drafted and distributed press release for distribution to Columbus and Cincinnati editors, and calendar alerts for distribution to photo editors and news desks; placed follow-up calls to media Drafted and distributed fall events press release overview

Promotions Spartina 449 summer co-branded promotion with all involved partners managed and executed as well as coordinated winner’s trip with Elizabeth Pointe Lodge

Brainstormed ideas for fresh island-wide packages or promotions for 2018 Requested Labor Day deals from partners Worked with Allegiant airlines to book travel for winning Never Seen the Ocean families. Confirmed reservations at Residence Inn. Put together itinerary. Arranged activities and meals. Maintained communication with winning families.

Amelia Island Tourist Development Council

Tourism Activity Report

Vetted opportunity to host Nashville Lifestyles “Most Beautiful” Party and Cover Unveiling

Created invites for Man FAM and distributed to select male writers and freelancers with publications in target markets, as well as at male-interest publications: secured Amelia Angler as fishing excursion for Man FAM Reached out to Seaside Amelia, Hampton Inn Harborfront, Residence Inn and Omni for host site for Man FAM. Secured Omni as host site, as they presented the best offer.

Old Business

DRAFT:FOR DISCUSSION ONLY 1

Amelia Island Tourist Development Council Financial Plan 2018

Draft 8/17/17

The proposed budget for the Amelia Island Tourist Development Council (AITDC) for Fiscal Year 2018 is $5 million – a significant decrease in spending as compared to previous years. The primary reason is a reduction in reserve/carry forward funding used so successfully in past years. In absolute terms, the gross revenue budget last year for FY2017 topped an astounding $8.1 million, compared to $6.1 million in FY 2016. Reserve accounts provided $3.5 million of that revenue - $439,500 of which was dedicated to clean up after Hurricane Matthew, and $864,000 paid the local share of the upcoming beach nourishment project. An additional $2.5 million supported marketing, special events and travel trade programs. That dedicated spending helped us quickly recover from the impacts of Hurricane Matthew, and will result in FY 2017 being the ninth straight year for record taxable lodging revenue. Traditionally, the AITDC has taken a conservative approach in budget preparation, using budgeted revenues from the previous year as the baseline for the next. Following that procedure, the FY2018 revenue projection is based on a 5% increase in FY2017 budgeted bed tax revenue of $4,795,875. There are no reserve dollars included in the base FY 2018 budget. Historically we have never failed to exceed budgeted revenues, which for many years allowed us to build up significant reserve funds. Since FY 2014, the Board of County Commissioners has allowed the AITDC to use a portion of those funds to expand our marketing programs. We project there will be available funding at the end of FY2017 and therefore have prepared an alternate budget for consideration which carries forward $850,000 to be spent in marketing ($635,000) and travel trade ($215,000). We have also prepared additional alternative budgets that mitigate the impact on marketing and promotion necessitated by the reduction in funds. Those alternatives include basing projected revenues on actual collections from FY 2017; actual collections with reserve spending and revenues based on an additional 1% bed tax distributed as mandated by County ordinance. All of the budgets presented comply with the direction set in the AITDC Strategic Plan as adopted by the Nassau County Board of County Commissioners. The FY2018 Marketing Plan calls for the continuation of current programming without interruption. It calls for the launch of a new brand campaign and expanded efforts in digital, content, international, wedding, and other niche markets. Where appropriate, special events shall be developed to address need periods. The following synopsis provides limited detail designed to provide insight into major programming incomes and expenses. Line items without a narrative are self-explanatory or have not changed significantly from last year.

DRAFT:FOR DISCUSSION ONLY 2

REVENUE Amelia Island Bed Tax $5,035,000 The budgeted funding for the AITDC by the Nassau County Board of County Commissioners in FY2017 was approximately $8.3 million, which included $2.5 million in funds carried forward from FY2016 and $1 million from beach reserves for beach cleaning and renourishment. Through the third quarter of FY2017, bed tax collections were 4.6% higher than the previous year, and 15.7% higher than projected. That money, along with budgeted but unspent funds, will flow into reserves unless otherwise directed. As noted earlier, this budget reflects an increase in bed tax collections of 5% over the FY2017 budget of $4,567,500. Considering it is less than half of our three-year average growth rate for taxable revenue, the budget is conservative. However, uncertainty in U.S. economic growth, political and social instability, the renewed political threats against the tourism industry, the ongoing danger of natural and health related issues, less pricing power by the lodging industry, and questionable consumer confidence, combine to point to a year of slower or flattening growth. Miscellaneous Income $ 0 This budget includes several "pay-to-play" programs that will only be implemented upon securing the necessary private sector funds. It also includes numerous co-op marketing opportunities. Since the programs are self-funding and have no impact on the Profit and Loss statement, funds derived will be credited to the appropriate revenue category offsetting the expense line items as they actualize.

ADMINISTRATIVE COSTS $883,643 This budget assumes continuation of existing policies, contracts, and legal obligations as reflected in the FY2017 budget. There are no material changes to any agreements in the coming year. Administrative Fees $151,050 These fees reflect the cost of collection and financial processing as allowed by law. The Nassau County Clerk of Courts and the Nassau County Tax Collector each receive 1.5% of the gross bed tax collections.

Research and Administration $732,593 This AITDC contracts with the Amelia Island Convention and Visitors Bureau (AICVB) for management services. The contract calls for the AICVB to represent the AITDC in carrying out its research, marketing, and administrative services. The total fee is 15% of the net bed tax collections. Under that contract, the AICVB provides seven full-time staff professionals and four part-time. The management of the Welcome Center/Visitor Information Center in historic Fernandina Beach, costs of staff required for media management, as well as the cost of visitor request fulfillment, is billed directly to the AITDC and paid from the appropriate marketing and travel trade budgets.

DRAFT:FOR DISCUSSION ONLY 3

MARKETING $3,174,568 The adopted long range strategic plan for Amelia Island calls for 65% of the net bed tax collections to be allocated to advertising, public relations, direct marketing, special event development and promotion. This represents a 38% decrease from FY2017, which included an extensive use of carry forward and reserve funds. Ad Production $245,000 Funding for production costs associated with special events, online, video, photography, and other ad design. The proposed budget is $330,000 less than the FY 2017 budget, primarily due to covering the costs of developing the new brand campaign in 2017 and the savings associated with the continued development of original content by internal staff.

Advertising Placement $2,016,568 Ad Placement provides funds for digital, radio, TV/video, out-of-home and print media. This budget is a significant decrease of $1,354,431 (40.2%) from the 2017 budget. With this reduction in the placement budget, the 2018 advertising buys must be skillfully negotiated and optimized to stretch further and work harder than ever before. Our marketing efforts will focus on maintaining our established drive markets such as Atlanta, while continuing our efforts to grow drive/flight markets in the Northeast and Midwest. FY2018 is the fourth year of a five-year strategic plan to expand into international markets - with dedicated efforts focused on the Canada, UK, and Germany. The objective is to continue our focus on growing visitor yield over volume by targeting visitors who will stay longer and spend more. Contextual, geographic and behavioral targeting will be used to extend paid placement in high-end print publications and digital conduits. Digital spending will comprise the majority of the placement budget at 50%, with a strategic approach to targeting consumers based on the media plan. Print advertising will align with the digital campaigns to focus on higher risk, higher growth customers utilizing trusted brands such as Garden & Gun, Conde Nast, Travel & Leisure and regional lifestyle publications. We will carry on our process of in-house media buying where appropriate to save the traditional agency commissions of 15% and reallocate a portion of those savings back into the placement budget. The AICVB is seeking permission to retain 5% of internally placed media to cover staff costs of managing the internal agency operation. We will continue to offer partner co-op programs including new publications as well as digital opportunities.

Website & Interactive $195,000 In FY2017, we continued the work to maximize the potential of our website, AmeliaIsland.com, and expanded our efforts in social media. In FY 2018 we will focus on three key areas: optimizing for mobile first; creation, curation and distribution of engaging content; and developing a locals voice program. We will continue to serve as a local resource and share relevant and useful data with stakeholders. We are also exploring the option of outsourcing social media to enhance responsiveness.

DRAFT:FOR DISCUSSION ONLY 4

Research $67,500 Building on the solid base established over past years, our research program is designed to include consumer intercepts detailing travel and spending patterns of Amelia Island visitors. Additional research is planned to evaluate the success of our advertising and special events programs. Special Events $400,000 The Special Events budget of $400,000 represents a decrease of $115,000 from FY2017 as we anticipate registration revenue and sponsorships helping to offset the operational expenses of many of our “owned” events. We will continue to place special emphasis on events that focus on off-season need and/or brand building. Current events that continue to be funded as required by contract are the 2017 TaxSlayer Bowl, the Shrimp Festival and Concours d’Elegance. As for other events, in FY2017, the AITDC either directly or indirectly supported some 35 events on the island. We will continue to support those events through our marketing efforts. The budget in FY2018 supports the ongoing execution of several main events designed specifically for the tourism audience in lodging need periods. An inaugural Amelia Wellness Festival will launch in November targeting the coveted health and wellness client. The AICVB will also manage the Petanque Amelia Island Open to ensure it remains successful within our destination. Dickens on Centre/Amelia Island Christmas will enter its 3rd year of success with ongoing expansions in ascetics. The Amelia Island Restaurant Week will celebrated its tenth anniversary targeting January business while the third annual Chamber Music Festival “SuperStar” program will drive early February business. The AICVB will continue to work with third-party events that aim to target out-of-county visitors during need periods for the lodging industry. Public Relations $127,000 The Public Relations budget will see a 16% cut. Among ongoing programs are the design and production of new materials for use in media outreach, including a media kit for travel writers, news organizations and trade publications. The AITDC will promote Amelia Island through frequent and varied positive print, online, and broadcast media coverage. The PR plan will include leveraging promotional opportunities pursuing our target audience and will continue to focus on hosting familiarization visits with well-respected, qualified travel journalists and digital influencers via individual or group trips. The campaign calls for additional support and promotional emphasis on individual attractions, the arts, events and amenities that will attract media attention and generate more editorial coverage of the island.

DRAFT:FOR DISCUSSION ONLY 5

TRADE SHOWS & TRAVEL TRADE $488,395 The adopted long range marketing plan for Amelia Island calls for 10% of the net bed tax collections to be allocated to trade shows and travel trade. Funds are used to support both full and limited service properties. The proposed FY2018 budget will be dedicated to island familiarization tours, trade shows, and sales missions. Travel Trade spending declines $394,805 (45%) under this proposal. Travel Trade Publications $38,000 We are decreasing travel trade advertising by 55.3% YoY. We’ll use the foundation established in 2017 and continue to nurture relationships with travel professionals, including travel agent/brokers, meeting planners, and key digital influencers. Our advertising focus will be on third party meeting planner communications, professional association media, and a limited number of international tour operator outreach efforts. Hospitality Services $140,000 Entering its third year of operation, the depot Welcome Center has rapidly risen in popularity with both visitors and residents. In FY2018, expenses associated with Hospitality Services primarily represent staffing and operational costs. We have proposed a 7.7% increase for those costs in the FY2017 budget. As allowed by the AITDC/AICVB contract, personnel expenses incurred for the Visitor Center Manager and four part-time Visitor Concierges are reimbursed to the AICVB. Dues and Subscriptions $20,000 The AITDC belongs to over a dozen partner and membership organizations critical to the successful implementation of its work program, including Destinations International, Visit Jacksonville, Florida Society of Association Executives, Florida Motorcoach Association, Southeast Tourism Society, and Florida Association of Destination Marketing Organizations. Printing $150,000 Despite our efforts to move to online materials, our customers continue to demand printed pieces. Without any new major printing projects planned for the fiscal year, we have reduced the printing budget by 25%. Plans call for existing publications to be updated and reprinted. Registration Trade Shows $35,000 Although participation in sales missions and trade shows expanded in 2017, both domestically and internationally, we will drastically reduce this budget in FY2018 by nearly 90%. We will reduce the number of consumer travel shows we attend both domestically and internationally with a focus on IPW and ITB. The AITDC will be attending other professional development and networking opportunities such as the FADMO Marketing Conference, FADMO Annual Conference, DI CEO Forum, DI Annual Meeting, and Florida Tourism Day.

DRAFT:FOR DISCUSSION ONLY 6

Other Travel Expenses $32,500 As participation in sales missions and trade shows is reduced, those activities will require less funds for transportation, lodging, meals, and entertainment, which is reflected in this 27.7% decrease. On Island Fams $30,000 We reduced our budget for on island familiarization trips in FY2017. In 2018, we’ll increase this budget by $5,000. We will use these funds to enhance site visits to Amelia Island properties - including continuation of our popular "Flights for Sites" program. We will assist the larger meeting properties with their respective meeting planner FAMs as requested. BEACH IMPROVEMENTS $488,395 The adopted long-range strategic plan for Amelia Island calls for 10% of the net bed tax collections to be allocated to beach improvements. The beach improvement budget is decreasing by over 66% from FY2017 but those funds included reserve spending to cover both Hurricane Matthew recovery as well as an island-wide beach renourishment project. These funds will cover the ongoing beach cleaning operation and implementation of the “Leave No Trace” ordinance.

Draft 55% Increase in Bed Tax Revenue8/19/2017

AITDC FY2018 Draft Budget Discussion Only

2:22 PM DRAFT - For Discussion Only Revised FY2018 Budget - Reserve Draft 1

ACCT # DESCRIPTION FY 2016 Budget

FY2017 Budget

FY2018 Budget 5%

FY2018 5% + Reserves

FY2018 % Change

FY2018 5%+ Reserves %

ChangeREVENUES

312120 Hotel Tax Collections $4,567,500 $4,795,875 $5,035,000 $5,035,000 5% 5.0%

399952 Revenue Carry Forward $1,725,000 $3,500,000 $0 $850,000 -100% -75.7%

$6,292,500 $8,295,875 $5,035,000 $5,885,000 -39.3% -29.1%

Cost of Collections591910 Administrative Fee-Clerk $68,513 $71,938 $75,525 $75,525 5.0% 5.0%591190 Administrative Fee-Tax Collector $68,513 $71,938 $75,525 $75,525 5.0% 5.0%

TOTAL Administrative Fees $137,025 $143,876 $151,050 $151,050 5% 5.0%

NET Tourist Development Funds $6,155,475 $8,151,999 $4,883,950 $5,733,950 -40.1% -29.7%

EXPENDITURES531041 Research & Administration - 15% $664,571 $697,800 $732,593 $732,593 5.0% 5.0%531041 Total Research & Administration $664,571 $697,800 $732,593 $732,593 5.0% 5.0%

TDC Marketing - 65% $2,879,809 $3,023,799 $3,174,568 $3,174,568 5.0% 5.0%548110 ADV Cont-Ad Productions $235,000 $575,000 $245,000 $275,000 -57.4% -52.2%548120 ADV Cont-Mag Placement $2,939,429 $3,371,000 $2,016,568 $2,494,068 -40.2% -26.0%548240 Web Site $250,000 $275,000 $195,000 $275,000 -29.1% 0.0%548250 ADV Cont-Focus Group Research $75,000 $92,000 $67,500 $67,500 -26.6% -26.6%548330 ADV IH-Newsletter/Toll PH $30,000 $45,000 $42,500 $40,000 -5.6% -11.1%548350 ADV In House-First Coast of Golf $57,330 $60,000 $60,000 $60,000 0.0% 0.0%548520 Special Events $348,000 $515,000 $400,000 $450,000 -22.3% -12.6%548530 Grant-Museum Stipend $17,500 $17,500 $17,500 $17,500 0.0% 0.0%548640 Equipment $7,500 $3,549 $3,500 $3,500 -1.4% -1.4%548710 P R - Agency Fees $78,050 $78,000 $82,000 $82,000 5.1% 5.1%548720 P R - Agency Expenses $60,000 $43,750 $25,000 $25,000 -42.9% -42.9%548740 P R - Functions-On Island $25,000 $25,000 $15,000 $15,000 -40.0% -40.0%548770 Miscellaneous $5,000 $5,000 $5,000 $5,000 0.0% 0.0%

Total TDC Marketing $4,127,809 $5,105,799 $3,174,568 $3,809,568 -37.8% -25.4%

591016 General Equipment $2,000 $0 $0 $0

Trade Shows/travel trade - 10% $443,048 $465,200 $488,395 $488,395 5.0% 5.0%548015 Information Services $4,500 $4,500 $0 $0 -100.0% -100.0%548018 Travel Trade Publications $15,000 $85,000 $38,000 $140,000 -55.3% 64.7%548019 Hospitality Services $135,000 $130,000 $140,000 $130,000 7.7% 0.0%548111 Dues/Subscriptions/Training $25,000 $25,000 $20,000 $35,000 -20.0% 40.0%548121 Printing-Brochures $335,000 $200,000 $150,000 $175,000 -25.0% -12.5%548131 Freight-Federal $5,000 $5,000 $5,395 $5,395 7.9% 7.9%548141 Regist-Reg-Trade Shows $25,000 $335,000 $35,000 $78,000 -89.6% -76.7%548151 Other Travel Expense $35,000 $45,000 $32,500 $60,000 -27.8% 33.3%548161 On Island-FAMS $315,000 $25,000 $30,000 $30,000 20.0% 20.0%548180 Promotional Supplies $23,548 $28,700 $37,500 $50,000 30.7% 74.2%

Total Trade Shows/Travel Trade $918,048 $883,200 $488,395 $703,395 -44.7% -20.4%

Beach Improvements $443,048 $465,200 $488,395 $488,395 5.0% 5.0%534102 Contract Service $433,047 $1,455,200 $478,395 $478,395563726 Dues & Subscriptions $10,000 $10,000 $10,000 $10,000

$443,047 $1,465,200 $488,395 $488,395 -66.7% -66.7%

NET TDC Expenditures $6,155,475 $8,151,999 $4,883,951 $5,733,951 -40.1% -29.7%TOTAL TDC Revenue $0 $0 -$1 -$1

New Business

Appendix