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AMELIA ISLAND TDC
BOCC Report October 28, 2019
1
Presentation
2
4th Quarter Activities
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Tourism Activity Report
August 2019
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
29
Amelia Island Tourist Development Council
Tourism Activity Report
Events & Promotions
Visitor Services
o AMELIA ISLAND WELCOME CENTER
o Welcomed 1767 visitors.
o Trip Advisor listing as one of “top 10 things to do.”
o Research survey data collected daily and tracked.
o Welcomed 1 motor coach tour, prepared 50 welcome bags.
o Prepared 75 welcome packets for group visits during month of August.
o Visitor Guide fulfillment totaling over 2500 per month.
o Weekly distribution of collateral to all lodging and hospitality partners island wide.
o Monthly STR report and Sales Tax tracking.
o Assist with welcome and registrations of large groups or meetings as needed.
Conferences/Meetings o Ongoing work with Cvent and AI Website on RFP’s
o Monthly Historic FB Association meeting
o Monthly Northeast Florida Restaurant & Lodging Association meeting
o Monthly Florida’s First Coast of Golf meeting
o Main Street board and organization meetings
o Monthly Jax Sports Council meetings
o Monthly City Event Committee meetings
o Webinars with CVENT/Connect/Skift/Meetings Today
o Delivered VIP Amenities to incoming meeting planners at the Ritz Carlton and Omni
o Continued work with Digital Edge and Silvertech updating Meetings landing page on AmeliaIsland.com
Travel Trade Shows
o Booked a 10x10 booth for the Adventure & Travel Show circuit in 5 cities
o Ordered promotional items
o Budget planning for 2020 travel and trade shows
30
Amelia Island Tourist Development Council
Tourism Activity Report
Events/Holidays
o Artrageous Artwalk every 2nd Saturday
Upcoming Events:
o Amelia Island Wellness Festival
o Date postponed until 2020 – Pursing spring dates
o Collaboration meeting with the Ritz Carlton
o Planning meeting with Elizabeth McCranie & Deb Cunningham for 2020 festival
o Partnership meeting with Omni to discuss participation
o Dickens on Centre & Holidays
o Proposal received from Jason Woods for Dickens After Dark and Festival entertainment
o Site Visits with WeDecorate for holiday lighting
o Sourcing vendors and entertainment
o Site visit Jacksonville Magazine – partnership developed for management of Dickens
Illuminated Procession
o Volunteer site created for Dickens After Dark – continuing to develop volunteers
o Ad Buys placed Action News Jax – secured Phil Amato as Emcee
o Entertainment bookings confirmed
o Sourcing Artist vendors
o Secured St Nick Grotto Sponsor and structure
o Shrimp Festival
o No update
o Right Whale Festival
o Promotional video complete, release scheduled for September
o Continual contact with event producers for marketing resources o Other
o MOU for Zooma Amelia Island ½ Marathon o MOU for Chamber Music Festival o MOU for Jacksonville Magazine/Dickens Illuminated Procession
o Labor Day Weekend
o Blog Written
o Added to Special Offers section of website
31
Amelia Island Tourist Development Council
Tourism Activity Report
Marketing
Strategy
o Marketing Plan for FY2019
o Continuous execution of tasks as outlined in FY19 plan
o Augmented Reality App Project - Continuing work with Miles Media to implement an augmented reality
program into our marketing efforts through advertising, collateral and in-marketing activations
o Media planning
o Reviewing and wrapping up development of media plan for FY20
o Contracts and IO signatures coming in
o Continuing promotion of Shrimp Days of Summer
o Blog
o Push on Landing Page directed to Blog
o Upcoming Ads/Advertorial/:
o Travel & Leisure – December Florida Escapes. Advertorial.
o Travel & Leisure – Native Article – Sending Travel Writers here in Oct to write article “Uniquely
Amelia” focusing on a couple coming here for the first time
o Conde Nast “Minute In It” video – Custom video being shot in Oct
o Continuous review, optimization and execution of Marketing Dashboard
o Awaiting county attorney review of ADA compliance proposal from Site Improve for AmeliaIsland.com and
AmeliaIslandTDC.com
o Working with Digital Edge on regular eblasts, SEO work, updating landing page content for promotional
programs, dashboard, etc.
o Continue work on refresh of meetings section with expanded content
o Ongoing landing page development
o Monthly eblasts and email co-ops - September
▪ Co-ops in September– Hampton Inn & Suites Harbor Front, Ocean Coast Hotel at the
Beach
▪ After storm eblast letting folks know the island was spared
o Website – continue to work with Silvertech on optimizing website issues.
o Regular status calls and program management with Digital Edge, and SilverTech vendors
o On-going video production for remainder of FY w/ ICY
o Eventful Fall
32
Amelia Island Tourist Development Council
Tourism Activity Report
o Amelia Island Lighthouse
o Right Whale Festival
o Dickens on Centre
o Managing, reviewing social media channels
o Continued focus on developing in-house content. Draft blogs on Blogs: National Talk Like a Pirate Day,
Spirits of Amelia. Distribution on travel guides, in emails, push on social media, etc.
Collateral
o White Gift Bags printed and delivered to storage unit for Depot
o Sea Turtles ordered and distributed to Len Krueger for distribution
o Pens ordered and delivered to storage unit for Depot & Office
o Shrimp Days of Summer poster complete and distributed
o Dickens poster in planning stages
o Holiday Home Tour collateral back in development for AI Museum of History after one house pulled out.
Public Relations (July & August)
Writers
Confirmed writers and itinerary for Fall FAM trip.
Confirmed itinerary for Charlotte-based influencer of Louella Reese to visit for Shrimp Days of Summer push (Aug. 8-11). Partners were happy with the posted material.
Communicated with Atlanta-based writer Caroline Eubanks. Writer submits to AAA, AFAR and Forbes. Her
trip will now be centered around Dickens on Centre. Confirmed itinerary with Richmond Family Magazine to visit September. Confirmed influencer with @TheSouthernTrunk to visit on October 20-22 with accommodations at the
Seaside Inn. Itinerary will be created in September.
Confirmed itinerary and stay for writer Stephanie Green from the GeorgeTowner. Conducted desk-side with writer for Birmingham Magazine. Conducted desk-side with Southern Living.
Conducted desk-side with Good Grit Magazine.
Press/Outreach
Distributed Shrimp Days of Summer press release to short-lead media outlets in Florida, southeast and key origin markets.
Distributed Augmented Reality press release to media outlets in Florida, southeast and key origin
markets, as well as technology leads. Distributed Labor Day Deals press release to media outlets in Florida, southeast and key origin markets. Wrote and distributed Travel + Leisure press release to media outlets in Florida and the southeast.
33
Amelia Island Tourist Development Council
Tourism Activity Report
Sent information to freelancer Christie Galeano on Shrimp Days of Summer. Followed up with Nashville Parent on article with Visit Florida. Followed up with Canadian TV visit with Visit Florida. Provided Ottawa Life with photos and information.
Sent information on dog friendly beaches (HARO Lead). Sent information on dog friendly accommodations for National Dog Day. Sent press release on Labor Day Deals (multiple HARO Leads). Sent information on SALT and the Sprouting Project for culinary experiences at hotels (HARO Lead).
Sent press kit information for most romantic getaways (Travel + Leisure). Sent information on Florida’s hidden beaches (Travel Awaits). Pitched Parents Magazine on Places to Take Your Kids Before They Grow Up.
Pitched Garden + Gun on Old Florida, New Again Sent information to NYTimes freelancer on fall vacation deals (secret season).
Pitched Food Network Magazine on featuring Amelia Island in places to travel for food.
Sent information on John Grisham for book related travels (HARO Lead). Sent information on Augmented Reality to Destinations Florida.
Wrote advertorial for Atlanta Magazine (October issue)
Sent information on Dickens on Centre (Atlanta Magazine).
Sent information to Visit Florida for most iconic resorts. Sent information to Visit Florida on things to do in the fall. Sent information on Secret Season (The Washingtonian).
Sent information on Hidden Landmarks (HARO Lead). Sent press release for Flagler Awards to Gil for approval.
Communication Presented Wheel of Fortune promotional opportunity to the Omni (declined)
Presented Harris Teeter promotional opportunity to partners (working) Presented promotional opportunity with SET Toyota and Gators (working with Seaside Inn) Provided activity report
34
Tourism Activity Report
July 2019
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
35
Amelia Island Tourist Development Council
Tourism Activity Report
Events & Promotions
Visitor Services
o AMELIA ISLAND WELCOME CENTER
o Welcomed 2660 visitors.
o Trip Advisor listing as one of “top 10 things to do.”
o Research survey data collected daily and tracked.
o Welcomed 1 motor coach tour, prepared 50 welcome bags.
o Prepared 300 welcome packets for group visits during month of July.
o Visitor Guide fulfillment totaling over 2500 per month.
o Weekly distribution of collateral to all lodging and hospitality partners island wide.
o Monthly STR report and Sales Tax tracking.
o Assist with welcome and registrations of large groups or meetings as needed.
Conferences/Meetings o Ongoing work with Cvent and AI Website on RFP’s
o Monthly Historic FB Association meeting
o Monthly Northeast Florida Restaurant & Lodging Association meeting
o Monthly Florida’s First Coast of Golf meeting
o Main Street board and organization meetings
o Monthly Jax Sports Council meetings
o Monthly City Event Committee meetings
o Webinars with CVENT/Connect/Skift/Meetings Today
o Delivered VIP Amenities to incoming meeting planners at the Ritz Carlton and Omni
o Continued work with Digital Edge and Silvertech updating Meetings landing page on AmeliaIsland.com
Travel Trade Shows
o Booked a 10x10 booth at the New York Times Travel Show, January 24-27, 2020
o Received quotes on expanding our 10x10 trade show booth to a 10x20
o Budget planning completed for 2020 travel and trade shows
36
Amelia Island Tourist Development Council
Tourism Activity Report
Events/Holidays
o Artrageous Artwalk every 2nd Saturday
Upcoming Events:
o Amelia Island Wellness Festival
o Planning in progress
o Entertainment booked
o Venue location still TBD
o Dickens on Centre & Holidays
o Finalized :30 promo video
o Presented the proposal for the Christmas Illuminated Procession to the Special Events Committee - Approved
o Contract signed for downtown Christmas lights with WeDecorate, Site Visits complete
o Sourcing vendors and entertainment
o Site visit with Coastal Current Electric for power needs, Contract received
o Contract signed with Jason Woods Media for After Dark events
o Developing sponsor packages
o Volunteer site created for Dickens After Dark
o Ad Buys placed for Flamingo/Atlanta Magazine/NPR
o Shrimp Festival
o No update
o Right Whale Festival
o No update o Other
o MOU for Zooma Amelia Island ½ Marathon
o MOU for Chamber Music Festival o Labor Day Weekend
o Blog Written o Added to Special Offers section of website
37
Amelia Island Tourist Development Council
Tourism Activity Report
Marketing
Strategy
o Marketing Plan for FY2019
o Continuous execution of tasks as outlined in FY19 plan
o Augmented Reality App Project - Continuing work with Miles Media to implement an augmented reality
program into our marketing efforts through advertising, collateral and in-marketing activations;
o Launched press release, media and owned promotions on 7/1
o Drafted map brochure – delivered 7/29 and distributed
o Added to website with push on Landing Page
o Media planning
o Reviewing and negotiating submitted proposals from RFP to develop media plan for FY20
o Golf Advisor program for FY20 with FFCG – contract signed
o Reviewing Brand USA opportunities for international
o Continuing promotion of Shrimp Days of Summer
o Blog
o Push on Landing Page directed to Blog
o Continuous review, optimization and execution of Marketing Dashboard
o Awaiting county attorney review of ADA compliance proposal from Site Improve for AmeliaIsland.com and
AmeliaIslandTDC.com
o Working with Digital Edge on regular eblasts, SEO work, updating landing page content for promotional
programs, dashboard, etc.
o Continue work on refresh of meetings section with expanded content
o Ongoing landing page development
o Monthly eblasts and email co-ops
▪ Co-ops in July– Ocean Coast Hotel at the Beach
o Website – continue to work with Silvertech on optimizing website issues.
o Regular status calls and program management with Digital Edge, and SilverTech vendors
o Plans set for on-going video production for remainder of FY w/ ICY
o Managing, reviewing social media channels
o Continued focus on developing in-house content. Draft blogs on Amelia Island Lighthouse, Eventful Fall,
Secret Season, and Natl. Talk Like a Pirate Day. Distribution on travel guides, in emails, push on social
media, etc.
o Hired Karen Hadley for Digital position
o Submit event sponsorship for Atlanta Magazine DINE event in August
38
Amelia Island Tourist Development Council
Tourism Activity Report
o Ongoing development of revised AITDC Policies & Procedures manual
Collateral
o AR map brochure printed and distributed
o Holiday Home Tour collateral back in development for AI Museum of History after one house pulled out.
o Dickens poster complete. Rack card in works.
39
Tourism Activity Report
September 2019
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
40
Amelia Island Tourist Development Council
Tourism Activity Report
Events & Promotions
Visitor Services
o AMELIA ISLAND WELCOME CENTER
o Welcomed 1546 visitors.
o Trip Advisor listing as one of “top 10 things to do.”
o Research survey data collected daily and tracked.
o Welcomed 6 motor coach tour, prepared 240 welcome bags.
o Prepared 387 welcome packets for group visits during month of September.
o Visitor Guide fulfillment totaling over 2500 per month.
o Weekly distribution of collateral to all lodging and hospitality partners island wide.
o Monthly STR report and Sales Tax tracking.
o Assist with welcome and registrations of large groups or meetings as needed.
Conferences/Meetings o Ongoing work with Cvent and AI Website on RFP’s
o Monthly Historic FB Association meeting
o Monthly Northeast Florida Restaurant & Lodging Association meeting
o Monthly Florida’s First Coast of Golf meeting
o Main Street board and organization meetings
o Monthly Jax Sports Council meetings
o Monthly City Event Committee meetings
o Webinars with CVENT/Connect/Skift/Meetings Today
o Continued work with Digital Edge and Silvertech updating Meetings landing page on AmeliaIsland.com
Travel Trade Shows
o Presented Trade Show opportunities at monthly board meeting
o Ordered promotional items
o Budget planning for 2020 travel and trade shows
41
Amelia Island Tourist Development Council
Tourism Activity Report
Events/HolidaysUpcoming Events:
o Amelia Island Wellness Festival
o Date postponed until 2020 – Spring dates confirmed for April 17-19, 2020
o Major talent secured
o Partnership meeting with Resorts/Lodging Partners to discuss participation scheduled
o Dickens on Centre & Holidays
o Entertainment finalized
o Site Visits with partners finalized
o Soliciting and finalizing vendors
o Dickens Illuminated Procession - Sponsorship and execution details in planning with
Jacksonville Magazine
o Soliciting volunteers
o Ad Buys placed Action News Jax – secured Phil Amato as Emcee
o Sourcing Artist vendors
o Secured St Nick Grotto Sponsor and structure
o Shrimp Festival
o No update
o Right Whale Festival
o Hayworth partnered for press release
o GA/FL Weekend
o Presence on home page of website directing to Landing page of Activities/Lodging/Dining/Retail Specials from our partners.
o Lodging Added to Special Offers section of website
Marketing
Strategy
o Marketing Plan for FY2020
o Done and distributed at Board Meeting
o Augmented Reality App Project - Continuing work with Miles Media to implement an augmented
reality program into our marketing efforts through advertising, collateral and in-marketing
activations
o Media planning
o Reviewing and wrapping up development of media plan for FY20
o Contracts and IO signatures are done
o Continuing promotion of Shrimp Days of Summer until 9/30
42
Amelia Island Tourist Development Council
Tourism Activity Report
o Blog
o Push on Landing Page directed to Blog
o Upcoming Ads/Advertorial/:
o Travel & Leisure – December Florida Escapes. Advertorial.
o Travel & Leisure – Native Article – Sending Travel Writers here in Oct to write article
“Uniquely Amelia” focusing on a couple coming here for the first time
o Conde Nast “Minute In It” video – Custom video being shot in Oct
o Continuous review, optimization and execution of Marketing Dashboard
o Working with Digital Edge on regular eblasts, SEO work, updating landing page content for
promotional programs, dashboard, etc.
o Continue work on refresh of meetings section with expanded content
o Ongoing landing page development
o Monthly eblasts and email co-ops - September
▪ Co-ops in September– Hampton Inn & Suites Harbor Front, Ocean Coast Hotel at
the Beach
▪ After storm eblast letting folks know the island was spared
o Website
o continue to work with Silvertech on optimizing website issues.
o Hurricane Dorian page built with updates regularly posted
o Continuous update of Calendar of Events – begin gathering GA/FL
o Regular status calls and program management with Digital Edge, and SilverTech vendors
o On-going video production for remainder of FY w/ ICY
o Eventful Fall
o Amelia Island Lighthouse
o Right Whale Festival
o Dickens on Centre
o Wellness Festival
o Spirits of Amelia
o Managing, reviewing social media channels
o Continued focus on developing in-house content. Draft blogs on Blogs: National Talk Like a Pirate
Day, Spirits of Amelia. Distribution on travel guides, in emails, push on social media, etc.
Collateral
o Dickens poster at printer
43
Amelia Island Tourist Development Council
Tourism Activity Report
o Holiday Home Tour poster completed and distributed end of Sept. Rack cards and ticket design
complete and file sent to Museum for them to print.
Public Relations
Writers
Finalized details for Fall FAM Trip. Conducted Fall FAM trip with four writers (Megan DuBois, Lisa Beach, Lisa Mowry and Helen
Cauley): September 11 – 15. Assisted in providing additional material after the trip. Confirmed itinerary for Wendy Irvine for Richmond Family Magazine: September 12-17 Confirmed stay at Amelia Schoolhouse Inn with Atlanta-based writer Caroline Eubanks. Writer
submits to AAA, AFAR and Forbes. Her trip will now be centered around Dickens on Centre. Confirmed itinerary with Gina Pace. Writer submits to amNewYork, Forbes and Town &
Country: September 26-29. Postponed stay with influencer at @TheSouthernTrunk to visit on with accommodations at the
Seaside Inn. Her trip will be in Spring 2020. Followed up with stay for writer Stephanie Green from the GeorgeTowner. Article has been
pushed back. Will be updated soon. Began to put together itinerary for advertorial with Jeremy Glass, Travel + Leisure: October 12-
14.
Press/Outreach
Distributed Secret Season press release to media outlets in Florida, southeast and key origin markets.
Distributed Hurricane Dorian alert to media outlets locally, in Florida, southeast and key origin markets.
Began working on Petanque release. (Paused due to CVB not active partner) Began working on Flagler Award release. (Paused due to Hurricane Dorian) Sent information on holidays on Amelia Island (HARO Lead). Sent press release on Secret Season deals (multiple HARO Leads). Sent information on October reader exclusive deals (Washingtonian). Sent information on romance in Amelia Island (Travel Pulse). Sent information on best bars (Where Traveler). Sent information on best bbq (Where Traveler). Sent information on yoga and wellness on Amelia Island (Travel Channel). Sent information on off-season deals (Budget Travel). Sent information on luxury off-season deals (Global Traveler) Sent information on affordable family vacations (Family Critic). Sent information on Fall in Florida to Visit Florida for press release. Sent information on Hispanic Heritage Month (Gatehouse Media). Sent information on 24 hours in – story lead (Gatehouse Media). Sent information on 25 favorite places in Florida (Gatehouse Media).
Communication
Working with Wilbert Group for Crane Island Fam Trip. Presented Washingtonian promotional opportunity to partners.
44
Amelia Island Tourist Development Council
Tourism Activity Report
Finalized promotional opportunity with SET Toyota and Gators (working with Seaside Inn) Provided activity report
45
Publicity Report
July/August 2019
46
T A B L E O F C O N T E N T S
M E D I A G R O U P : I N T E R N E T 1 1 I T E M S
JULIANNE TAYLOR STYLE: Four Days on Amelia Island 3
LOUELLA REESE: Ultimate Amelia Island Travel Guide 3
PUREWOW: Your Next Weekend Escape: Amelia Island, Florida 3
SHERMANS TRAVEL: 13 Islands in the U.S. for an Affordable Getaway 3
SOUNDS LIKE NASHVILLE: AROUND THE SOUTH – VISIT AMELIA ISLAND FOR A GREAT GETAWAY 3
WJXT-TV ONLINE: Amelia Island recognized as one of the best in the U.S.Amelia Island recognized as one of the best in the U.S. 3
365 ATLANTA FAMILY: 33 Best Weekend Getaways in Florida for Marvelous Memory Making 4
FERNANDINA OBSERVER: Amelia Island Voted Among America’s Top 10 Favorite Islands in U.S. by Readers of Travel + Leisure Magazine 4
FERNANDINA OBSERVER: Groundbreaking “Augmented Reality Technology” adds new dimension of fun for Amelia Island visitors 4
AMELIA ISLANDER: Shrimp Days of Summer is here! 4
FAMILY FUN CANADA: Riding the Waves and Exploring All Day Along the North East Coast of Florida 4
M E D I A G R O U P : P R I N T 2 I T E M S
NASHVILLE PARENT MAGAZINE: Hopscotching the Florida Coast 5
TAMPA BAY TIMES: Fall in Love with Amelia Island 5
M E D I A G R O U P : I N T E R N E T 1 1 I T E M S
2
JUL/AUG 2019
47
M E D I A G R O U P : I N T E R N E T ( 1 1 I T E M S )
JULIANNE TAYLOR STYLE: Four Days on Amelia Island 9/6/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
LOUELLA REESE: Ultimate Amelia Island Travel Guide 9/6/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
PUREWOW: Your Next Weekend Escape: Amelia Island, Florida
MEDIA TYPE: News Web SitesREACH: 3,827,604TEXT SNIPPET:
9/6/2019LOCATION: New York, New York SOURCE URL: Link to Source
SHERMANS TRAVEL: 13 Islands in the U.S. for an Affordable Getaway 9/6/2019MEDIA TYPE: News Web SitesREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
SOUNDS LIKE NASHVILLE: AROUND THE SOUTH – VISIT AMELIA ISLAND FOR A GREAT GETAWAY 9/6/2019MEDIA TYPE: News Web SitesREACH: 57,415TEXT SNIPPET:
LOCATION: United States of America SOURCE URL: Link to Source
WJXT-TV ONLINE: Amelia Island recognized as one of the best in the U.S.Amelia Island recognized as one of the best in the U.S. 9/6/2019MEDIA TYPE: Online Broadcast VersionREACH: 2,114,049TEXT SNIPPET:
LOCATION: Jacksonville, Florida SOURCE URL: Link to Source
M E D I A G R O U P : I N T E R N E T ( 1 1 I T E M S )
3
JUL/AUG 2019
48
365 ATLANTA FAMILY: 33 Best Weekend Getaways in Florida for Marvelous Memory Making 8/10/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:...home to golf courses, amazing restaurants, andHenderson Beach State Park. Stay here: Sandestin Golf andBeach Resort Amelia Isl...
LOCATION: Woodstock, GeorgiaSOURCE URL: Link to Source
FERNANDINA OBSERVER: Amelia Island Voted Among America’s Top 10 Favorite Islands in U.S. by Readers of Travel + LeisureMagazine
7/20/2019
MEDIA TYPE: News Web SitesREACH: 25,272TEXT SNIPPET:...to this annual survey,” said Gil Langley, President of theAmelia Island Convention and Visitors...
LOCATION: United States of America SOURCE URL: Link to Source
FERNANDINA OBSERVER: Groundbreaking “Augmented Reality Technology” adds new dimension of fun for Amelia Island visitors 7/1/2019MEDIA TYPE: News Web SitesREACH: 25,272TEXT SNIPPET:...The Amelia Island Convention & Visitors Bureau (CVB) hasannounced the launch of a new interactive expe...
LOCATION: United States of America SOURCE URL: Link to Source
AMELIA ISLANDER: Shrimp Days of Summer is here! 6/28/2019MEDIA TYPE: News Web SitesREACH: 1,319TEXT SNIPPET:...When it comes to shrimp, Amelia Island is your best catchdestination. While we do have delicious shrimp to eat, thereis so m...
LOCATION: United States of America SOURCE URL: Link to Source
FAMILY FUN CANADA: Riding the Waves and Exploring All Day Along the North East Coast of Florida 6/28/2019MEDIA TYPE: News Web SitesREACH: 43,284TEXT SNIPPET:...,250 pound and almost 16-foot-long alligator! MaximoAlligator – Photo Sabrina Pirillo The Embassy Suites byHilton...
LOCATION: Canada SOURCE URL: Link to Source
MEDIA GROUP: INTERNET
4
JUL/AUG 2019
49
M E D I A G R O U P : P R I N T ( 2 I T E M S )
NASHVILLE PARENT MAGAZINE: Hopscotching the Florida Coast
MEDIA TYPE: MagazineREACH: 36,201TEXT SNIPPET:...Amelia Island, Crystal River and Cocoa Beach provideprecious beach time and lots more for taking a closer lookat Florida...
9/6/2019LOCATION: Nashville, Tennessee SOURCE URL: Link to Source
TAMPA BAY TIMES: Fall in Love with Amelia Island
MEDIA TYPE: Daily NewspaperREACH: 157,236TEXT SNIPPET:
9/6/2019LOCATION: Saint Petersburg, FloridaSOURCE URL: Link to Source
M E D I A G R O U P : P R I N T ( 2 I T E M S )
5
JUL/AUG 2019
SUMMARY FOR 7/1/2019 – 8/30/2019
MENTIONS REACH
INTERNET 11 6,094,215
News Web Sites 7 3,980,166
Online Broadcast Version 1 2,114,049
Blogs 3
PRINT 2 193,437
Daily Newspaper 1 157,236
Magazine 1 36,201
TOTAL 13 6,287,652
50
Publicity Report
September 2019
51
T A B L E O F C O N T E N T S
M E D I A G R O U P : I N T E R N E T 1 8 I T E M S
FERNANDINA OBSERVER: Amelia Island Celebrates Shrimping History during “Shrimp Days of Summer” 4
SHERMANS TRAVEL: 13 Islands in the U.S. for an Affordable Getaway 4
ISLANDS: Amelia Island Two Ways: Luxury vs. Budget 4
TRIPS TO DISCOVER: 8 Best Places to Stay in Jacksonville, Florida 4
FAMILYFUNCALGARY.COM: The Best Eats in the East! 13 Amazing Dining Experiences on the North East Florida Coast 4
FAMILY FUN CANADA: The Best Eats in the East! 13 Amazing Dining Experiences on the North East Florida Coast 5
SOUTHERN LIVING ONLINE: 9 Charming Bed-and-Breakfasts Perfect for a Festive Christmas Getaway 5
POPSUGAR: 9 Christmas-Themed Inns and Hotels That Need to Be on Your Merry Bucket List 5
MSN TRAVEL: 20 Off-the-Beaten-Path Destinations for Labor Day Weekend 5
MSN TRAVEL CANADA: 20 Off-the-Beaten-Path Destinations for Labor Day Weekend 5
TRIPS TO DISCOVER: Top 11 Golf Resorts in Florida 5
365 ATLANTA FAMILY: 33 Best Weekend Getaways in Florida for Marvelous Memory Making 6
THE GEORGETOWNER: Summer Wedding Destinations 6
FAMILY TRAVELLER: The 2019 Fall Festivals Your Family Will Love 6
JETSETTERSBLOG: Florida in the Fall 6
KAREN KUZSEL: HOTEL HAPPENINGS & PROGRAM PROMOTIONS – SEPTEMBER 2019 6
MSN: 25 Most Romantic Fall Getaways in the US 6
TRAVELPULSE: 25 Most Romantic Fall Getaways in the US 7
M E D I A G R O U P : I N T E R N E T 1 8 I T E M S
2
SEPT 2019
52
T A B L E O F C O N T E N T S
M E D I A G R O U P : P R I N T 1 I T E M S
THE GEORGETOWNER: Summer Wedding Destinations 8
M E D I A G R O U P : O T H E R 1 I T E M S
TOURISM MARKETING TODAY: Best of Northeast Florida 9
M E D I A G R O U P : P R I N T 1 I T E M S
3
SEPT 2019
53
M E D I A G R O U P : I N T E R N E T ( 1 8 I T E M S )
FERNANDINA OBSERVER: Amelia Island Celebrates Shrimping History during “Shrimp Days of Summer” 9/6/2019MEDIA TYPE: News Web SitesREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
SHERMANS TRAVEL: 13 Islands in the U.S. for an Affordable Getaway 9/6/2019MEDIA TYPE: News Web SitesREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
ISLANDS: Amelia Island Two Ways: Luxury vs. Budget
MEDIA TYPE: News Web SitesREACH: 429,558TEXT SNIPPET:...Here’s why Amelia Island is the perfect destination foreveryone from couples seeking luxury and relaxation tofamilies hoping...
9/27/2019LOCATION: Winter Park, Florida SOURCE URL: Link to Source
TRIPS TO DISCOVER: 8 Best Places to Stay in Jacksonville, Florida
MEDIA TYPE: News Web SitesREACH: 148,067TEXT SNIPPET:...to Clipboard Ritz-Carlton Amelia Island Ritz Carlton AmeliaIsland (Prices & Photos) Just 30 miles from Jack...
9/24/2019LOCATION: Sarasota, FloridaSOURCE URL: Link to Source
FAMILYFUNCALGARY.COM: The Best Eats in the East! 13 Amazing Dining Experiences on the North East Florida Coast 9/21/2019MEDIA TYPE: BlogsREACH: 2,481TEXT SNIPPET:...of their flavours. Amelia Island Timoti’s Seafood ShakRestaurant is the perfect place to park to grab a bite.While...
LOCATION: Canada SOURCE URL: Link to Source
M E D I A G R O U P : I N T E R N E T ( 1 8 I T E M S )
4
SEPT 2019
54
FAMILY FUN CANADA: The Best Eats in the East! 13 Amazing Dining Experiences on the North East Florida Coast 9/20/2019MEDIA TYPE: News Web SitesREACH: 43,284TEXT SNIPPET:...of their flavours. Amelia Island Timoti’s Seafood ShakRestaurant is the perfect place to park to grab a bite.While...
LOCATION: Canada SOURCE URL: Link to Source
SOUTHERN LIVING ONLINE: 9 Charming Bed-and-Breakfasts Perfect for a Festive Christmas Getaway 9/20/2019MEDIA TYPE: Online Print VersionREACH: 3,131,962TEXT SNIPPET:...at Shaker Village Slide 7: The Z Bed & Breakfast Slide8: Amelia Island Williams House Slide 9: The Paxton...
LOCATION: Homewood, Alabama SOURCE URL: Link to Source
POPSUGAR: 9 Christmas-Themed Inns and Hotels That Need to Be on Your Merry Bucket List 9/11/2019MEDIA TYPE: News Web SitesREACH: 19,160,940TEXT SNIPPET:...-themed all year, the holiday season at Amelia IslandWilliams House is not to be missed! On top of beingcompletely decorated...
LOCATION: San Francisco, CaliforniaSOURCE URL: Link to Source
MSN TRAVEL: 20 Off-the-Beaten-Path Destinations for Labor Day Weekend 8/5/2019MEDIA TYPE: News Web SitesREACH: 8,521TEXT SNIPPET:... Amelia Island...
LOCATION: United States of America SOURCE URL: Link to Source
MSN TRAVEL CANADA: 20 Off-the-Beaten-Path Destinations for Labor Day Weekend 8/5/2019MEDIA TYPE: News Web SitesREACH: 1,384TEXT SNIPPET:... Amelia Island...
LOCATION: Canada SOURCE URL: Link to Source
TRIPS TO DISCOVER: Top 11 Golf Resorts in Florida
MEDIA TYPE: News Web SitesREACH: 148,067TEXT SNIPPET:
8/2/2019LOCATION: Sarasota, FloridaSOURCE URL: Link to Source
MEDIA GROUP: INTERNET
5
SEPT 2019
55
365 ATLANTA FAMILY: 33 Best Weekend Getaways in Florida for Marvelous Memory Making 8/10/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:...home to golf courses, amazing restaurants, andHenderson Beach State Park. Stay here: Sandestin Golf andBeach Resort Amelia Isl...
LOCATION: Woodstock, GeorgiaSOURCE URL: Link to Source
THE GEORGETOWNER: Summer Wedding Destinations 10/14/2019MEDIA TYPE: News Web SitesREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
FAMILY TRAVELLER: The 2019 Fall Festivals Your Family Will Love
MEDIA TYPE: News Web SitesREACH: 14,385TEXT SNIPPET:
10/13/2019LOCATION: New York, New York SOURCE URL: Link to Source
JETSETTERSBLOG: Florida in the Fall
MEDIA TYPE: BlogsREACH: 10,392TEXT SNIPPET:
10/13/2019LOCATION: Whitewood, South Dakota SOURCE URL: Link to Source
KAREN KUZSEL: HOTEL HAPPENINGS & PROGRAM PROMOTIONS – SEPTEMBER 2019 10/13/2019MEDIA TYPE: BlogsREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
MSN: 25 Most Romantic Fall Getaways in the US
MEDIA TYPE: News Web SitesREACH: 10,031,198TEXT SNIPPET:
10/13/2019LOCATION: Redmond, Washington SOURCE URL: Link to Source
MEDIA GROUP: INTERNET
6
SEPT 2019
56
TRAVELPULSE: 25 Most Romantic Fall Getaways in the US
MEDIA TYPE: News Web SitesREACH: 698,359TEXT SNIPPET:
10/13/2019LOCATION: Westampton, New Jersey SOURCE URL: Link to Source
MEDIA GROUP: INTERNET
7
SEPT 2019
57
M E D I A G R O U P : P R I N T ( 1 I T E M S )
THE GEORGETOWNER: Summer Wedding Destinations 10/14/2019MEDIA TYPE: MagazineREACH: TEXT SNIPPET:
LOCATION: SOURCE URL: Link to Source
M E D I A G R O U P : P R I N T ( 1 I T E M S )
8
SEPT 2019
58
M E D I A G R O U P : O T H E R ( 1 I T E M S )
TOURISM MARKETING TODAY: Best of Northeast Florida 10/14/2019MEDIA TYPE: AssociationsREACH: TEXT SNIPPET:
LOCATION: PUBLICITY VALUE:
M E D I A G R O U P : O T H E R ( 1 I T E M S )
9
SEPT 2019
SUMMARY FOR 9/1/2019 – 9/30/2019
MENTIONS REACH
INTERNET 18 33,828,598
News Web Sites 13 30,683,763
Online Print Version 1 3,131,962
Blogs 4 12,873
PRINT 1
Magazine 1
OTHER 1
Associations 1
TOTAL 20 33,828,598
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
Research
89
RESEARCH DATA SERVICES, INC. 4520 WEST OAKELLAR AVENUE, #13169
TAMPA, FLORIDA 33611 TEL (813) 254-2975 • FAX (813) 223-2986
Amelia Island Calendar Year Third Quarter 2019 (Jul. – Sep.)
Visitor Profile Dashboard
Prepared for: Amelia Island Tourist Development Council
Prepared by: Research Data Services, Inc.
October 24, 2019
90
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
1 © Copyright 2019. | PCD-2 – 10.24.19
Fiscal Year (Oct. - Sep.) CY Third Quarter (Jul. - Sep.)
H/M/C/C * Visitor Stats
FY 2018
FY 2019
% Δ ‘18/’19
2018
2019**
% Δ ‘18/’19
Visitors (#) 684,900 689,300 +0.6 184,800 170,700 -7.6
Direct Exp. ($) $508,075,300 $525,386,900 +3.4 $137,121,600 $129,902,700 -5.3 Total Eco. Impact ($) $668,474,700 $691,251,600 (k: 1.3157) $180,410,900 $170,913,000 (k: 1.3157)
* Visitors staying in commercial lodging subject to the resort tax (hotel/motel/condo, etc.) ** Third Quarter 2019 tourism was significantly impacted by the threat of Hurricane Dorian.
Fiscal Year (Oct. - Sep.) CY Third Quarter (Jul. - Sep.)
Visitor Origins FY 2018 FY 2019 % Δ
‘18/’19
2018 # of
Visitors
2019 # of
Visitors % Δ
‘18/’19
Florida 148,500 148,427 -0.05 41,580 40,285 -3.1
Southeast 271,196 271,837 +0.2 89,074 80,229 -9.9
Northeast 107,429 105,370 -1.9 19,034 17,241 -9.4
Midwest 92,102 95,767 +4.0 19,404 16,899 -12.9
Foreign 35,264 37,675 +6.8 9,240 9,730 +5.3
Opportunity Mkts 30,409 30,224 -0.6 6,468 6,316 -2.4
Total 684,900 689,300 +0.6 184,800 170,700 -7.6
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
$200,000,000
CY Q3 2018 CY Q3 2019
137,121,600 129,902,700
43,289,300 41,010,300
$180,410,900$170,913,000
CY Q3 Economic Impact
Direct Exp. Indirect/Induced Total Eco. Impact
23.6
47.0
10.1
9.9
5.7 3.7
CY Q3 2019 Visitor Origin Distribution (%)
Florida Southeast Northeast
Midwest Foreign Opp. Mkts
91
Amelia Island Visitor Profile CY Q3 2019 (Jul. - Sep.)
2 © Copyright 2019. | PCD-2 – 10.24.19
Occupancy and ADR (STR)** July August September
Occupancy 2019 83.8% 64.2% 54.4%
Occupancy 2018 † 86.7 74.6 69.1
∆ % Occ. (‘18/’19) -3.3% -13.9% -21.2%
ADR 2019 $275.88 $221.55 $202.19
ADR 2018 † 265.05 217.11 217.34
∆ % ADR (‘18/’19) +4.1% +2.0% -7.0%
RevPAR 2019 $231.16 $142.22 $110.06
RevPAR 2018 † 229.67 161.95 150.08
∆ % RevPAR (‘18/’19) +0.6% -12.2% -26.7% ** Source: Smith Travel Research; † 2018 Update
0102030405060708090
Jul. Aug. Sep.
86.7
74.669.1
83.8
64.254.4
Occupancy (STR)2018 2019
0
50
100
150
200
250
300
350
Jul. Aug. Sep.
265.1
217.1 217.3
275.9
221.6202.2
Room Rates (STR)2018 2019
%
$
92
Date Created: Oct 17, 2019
Amelia Island Tourist Development Council
Table Of Contents 1
Multi-Segment 2
Trend Amelia Island+ 3
Response Amelia Island+ 4
Help 5
735 East Main Street, Hendersonville, TN 37075 USA Blue Fin Building, 110 Southwark Street, London SE1 0TAT : +1 615 824 8664 T : +44 (0)20 7922 [email protected] www.str.com [email protected] www.str.com
For the Month of September 2019
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: 2019 STR, Inc. / STR Global, Ltd. trading as "STR".
93
Tab 2 - Multi-Segment Currency: USD - US Dollar
Amelia Island Tourist Development Council
For the month of: September 2019
Percent Change from September 2018 Percent Change from YTD 2018
2019 2018 2019 2018 2019 2018 Occ ADR RevPARRoom Rev
Room Avail
Room Sold 2019 2018 2019 2018 2019 2018 Occ ADR RevPAR
Room Rev
Room Avail
Room Sold Census Sample Census Sample
Florida 59.0 62.5 112.67 115.10 66.47 71.92 -5.6 -2.1 -7.6 -5.3 2.4 -3.3 73.2 74.2 147.03 145.38 107.67 107.91 -1.3 1.1 -0.2 2.4 2.6 1.3 3803 2269 446474 339492
Jacksonville, FL 60.7 68.8 106.38 110.14 64.60 75.73 -11.7 -3.4 -14.7 -13.4 1.5 -10.3 73.0 74.2 118.92 116.68 86.76 86.55 -1.6 1.9 0.2 1.6 1.4 -0.3 271 195 27390 23094
Jacksonville Beaches, FL 51.8 65.6 153.15 160.65 79.33 105.42 -21.1 -4.7 -24.7 -22.4 3.1 -18.6 72.1 73.6 178.45 175.48 128.63 129.23 -2.1 1.7 -0.5 1.8 2.3 0.1 101 63 8063 6950
Savannah, GA 59.2 67.8 112.89 113.36 66.86 76.82 -12.6 -0.4 -13.0 -10.1 3.2 -9.8 71.5 72.1 119.45 119.10 85.37 85.89 -0.9 0.3 -0.6 3.1 3.8 2.8 182 141 16546 14444
Brunswick/Kingsland, GA 50.8 58.1 127.97 133.54 65.02 77.55 -12.5 -4.2 -16.2 -13.7 2.9 -9.9 66.3 65.3 138.65 137.33 91.92 89.72 1.5 1.0 2.4 3.4 0.9 2.4 90 61 7081 5238
Daytona Beach, FL 44.3 54.4 94.10 100.19 41.67 54.46 -18.5 -6.1 -23.5 -20.4 4.1 -15.2 65.5 67.1 124.12 122.88 81.35 82.43 -2.3 1.0 -1.3 1.3 2.6 0.3 181 72 13912 8491
Charleston, SC 61.6 58.8 137.53 138.60 84.66 81.53 4.6 -0.8 3.8 8.6 4.6 9.5 73.2 75.0 145.36 146.14 106.37 109.57 -2.4 -0.5 -2.9 1.6 4.6 2.1 204 149 21856 17098
Nassau County, FL 55.2 67.6 178.45 194.73 98.57 131.64 -18.3 -8.4 -25.1 -24.6 0.8 -17.7 73.0 74.8 221.38 219.63 161.70 164.28 -2.3 0.8 -1.6 -0.8 0.8 -1.6 25 14 2281 1978
St Johns County, FL 47.0 59.1 127.29 131.03 59.84 77.47 -20.5 -2.9 -22.8 -19.7 4.0 -17.3 67.0 67.8 145.38 141.60 97.34 96.06 -1.3 2.7 1.3 4.3 3.0 1.6 83 49 6265 4908
Hilton Head/Beaufort, SC 52.5 50.0 160.60 162.23 84.37 81.11 5.1 -1.0 4.0 5.0 1.0 6.1 65.8 64.3 182.64 180.32 120.13 116.00 2.2 1.3 3.6 3.6 -0.0 2.2 46 33 6143 4511
Fort Walton Beach, FL 56.4 58.3 134.90 141.95 76.05 82.70 -3.2 -5.0 -8.0 -6.9 1.2 -2.1 66.8 64.8 168.33 166.32 112.39 107.83 3.0 1.2 4.2 6.7 2.3 5.4 92 56 10346 7294
A blank row indicates insufficient data.
Current Month - September 2019 vs September 2018
Occ %
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: 2019 STR, Inc. / STR Global, Ltd. trading as "STR".
Year to Date - September 2019 vs September 2018
Occ % RevPAR Rooms
Participation
PropertiesADRRevPARADR
94
Tab 3 - Trend Amelia Island+Currency: USD - US Dollar
Amelia Island Tourist Development Council
For the Month of September 2019
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2017 2018 2019 2017 2018 2019This Year 80.9 78.4 83.7 86.7 74.6 69.1 73.2 62.9 50.8 59.9 78.0 83.8 81.8 78.1 82.1 83.8 64.2 54.4 75.6 76.5 74.0 70.9 73.0 71.0
Last Year 86.3 79.1 85.7 86.8 69.5 52.0 72.7 63.8 51.7 58.0 76.0 81.0 80.9 78.4 83.7 86.7 74.6 69.1 75.6 75.6 76.5 71.8 70.9 73.0
Percent Change -6.4 -0.8 -2.3 -0.1 7.3 32.9 0.6 -1.5 -1.7 3.4 2.6 3.5 1.2 -0.4 -2.0 -3.3 -13.9 -21.2 -0.1 1.2 -3.2 -1.2 3.0 -2.7
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2017 2018 2019 2017 2018 2019This Year 274.02 262.27 261.53 265.05 217.11 217.34 220.85 202.29 195.15 183.94 207.87 293.48 278.92 263.93 268.59 275.88 221.55 202.19 231.31 245.95 249.07 223.28 234.36 239.99
Last Year 262.63 245.33 246.17 253.51 202.81 199.41 202.85 187.07 184.16 184.31 204.60 296.32 274.02 262.27 261.53 265.05 217.11 217.34 226.71 231.31 245.95 218.37 223.28 234.36
Percent Change 4.3 6.9 6.2 4.6 7.1 9.0 8.9 8.1 6.0 -0.2 1.6 -1.0 1.8 0.6 2.7 4.1 2.0 -7.0 2.0 6.3 1.3 2.2 5.0 2.4
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2017 2018 2019 2017 2018 2019This Year 221.57 205.71 218.93 229.67 161.95 150.08 161.56 127.22 99.13 110.25 162.05 245.97 228.17 206.12 220.39 231.16 142.22 110.06 174.79 188.05 184.26 158.29 171.08 170.51
Last Year 226.78 193.98 210.98 219.93 140.98 103.63 147.56 119.38 95.16 106.82 155.44 239.95 221.57 205.71 218.93 229.67 161.95 150.08 171.42 174.79 188.05 156.76 158.29 171.08
Percent Change -2.3 6.0 3.8 4.4 14.9 44.8 9.5 6.6 4.2 3.2 4.2 2.5 3.0 0.2 0.7 0.6 -12.2 -26.7 2.0 7.6 -2.0 1.0 8.1 -0.3
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2017 2018 2019 2017 2018 2019This Year 55,590 57,443 55,590 57,443 57,443 55,590 57,443 55,590 57,443 57,970 52,360 57,970 56,100 57,970 56,100 57,970 57,970 56,100 505,869 505,869 510,510 676,407 676,345 680,986
Last Year 55,590 57,443 55,590 57,443 57,443 55,590 57,443 55,590 57,443 57,443 51,884 57,443 55,590 57,443 55,590 57,443 57,443 55,590 506,415 505,869 505,869 677,075 676,407 676,345
Percent Change 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.9 0.9 0.9 0.9 0.9 0.9 0.9 0.9 0.9 -0.1 0.0 0.9 -0.1 0.0 0.7
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2017 2018 2019 2017 2018 2019This Year 44,949 45,055 46,536 49,776 42,850 38,387 42,020 34,962 29,180 34,745 40,817 48,585 45,893 45,273 46,031 48,573 37,212 30,539 382,267 386,777 377,668 479,534 493,723 483,830
Last Year 48,001 45,419 47,642 49,835 39,931 28,890 41,786 35,477 29,683 33,291 39,418 46,515 44,949 45,055 46,536 49,776 42,850 38,387 382,900 382,267 386,777 486,035 479,534 493,723
Percent Change -6.4 -0.8 -2.3 -0.1 7.3 32.9 0.6 -1.5 -1.7 4.4 3.5 4.5 2.1 0.5 -1.1 -2.4 -13.2 -20.4 -0.2 1.2 -2.4 -1.3 3.0 -2.0
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep 2017 2018 2019 2017 2018 2019This Year 12,316,921 11,816,556 12,170,470 13,192,999 9,303,026 8,343,126 9,280,220 7,072,393 5,694,573 6,391,059 8,484,726 14,258,778 12,800,418 11,949,057 12,363,613 13,400,405 8,244,440 6,174,585 88,421,962 95,127,217 94,067,081 107,068,552 115,706,585 116,114,267
Last Year 12,606,711 11,142,589 11,728,259 12,633,693 8,098,213 5,760,966 8,476,445 6,636,591 5,466,332 6,135,835 8,065,038 13,783,246 12,316,921 11,816,556 12,170,470 13,192,999 9,303,026 8,343,126 86,807,489 88,421,962 95,127,217 106,135,949 107,068,552 115,706,585
Percent Change -2.3 6.0 3.8 4.4 14.9 44.8 9.5 6.6 4.2 4.2 5.2 3.5 3.9 1.1 1.6 1.6 -11.4 -26.0 1.9 7.6 -1.1 0.9 8.1 0.4
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug SepCensus Props 15 15 15 15 15 15 15 15 15 16 16 16 16 16 16 16 16 16
Census Rooms 1853 1853 1853 1853 1853 1853 1853 1853 1853 1870 1870 1870 1870 1870 1870 1870 1870 1870
% Rooms Participants 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4 95.4
A blank row indicates insufficient data.
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: 2019 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
Year To Date Running 12 Months
Year To Date Running 12 Months
Year To Date Running 12 Months
2018
2019
2019
2019
2019
2019
2019
2019
2018
2018
2018
2018
2018
2018
Census %
ADR
Demand
RevPAR
Revenue
Occupancy (%)
Supply
-40
-30
-20
-10
0
10
20
30
40
50
Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
Monthly Percent Change
Occupancy ADR RevPAR
-4.0
-3.0
-2.0
-1.0
0.0
1.0
2.0
3.0
Year To Date Running 12 Months
Overall Percent Change
Occupancy ADR RevPAR
95
Tab 4 - Response Amelia Island+
Amelia Island Tourist Development Council
For the Month of September 2019
STR Code Name of Establishment City & State Zip Code Aff DateOpen Date Rooms
Chg in Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D
44497 Amelia Hotel At The Beach Fernandina Beach, FL 32034 May 2002 May 2002 86 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○68495 Amelia Schoolhouse Inn Fernandina Beach, FL 32034 Jan 2019 Jan 2019 17
47061 Beachside Motel Fernandina Beach, FL 32034 Jun 1977 Jun 1977 20
48799 Closed Bailey House Fernandina Beach, FL 32034 Jun 2003 Dec 1993 0 Y
24037 Closed Ocean View Motel Fernandina Beach, FL 32034 Jun 2004 0 Y
19824 Closed The 1735 House Amelia Island, FL 32034 Jan 1997 Jun 1925 0 Y
53702 Comfort Suites Oceanview Amelia Island Fernandina Beac Fernandina Beach, FL 32034 Aug 2006 Aug 2006 50 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●30447 Elizabeth Pointe Lodge Amelia Island, FL 32034 Jun 1991 Jun 1991 25 ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○43254 Florida House Inn Amelia Island, FL 32034 Jun 1990 Jun 1990 18
42360 Greyfield Inn Fernandina Beach, FL 32034 Jun 1962 Jun 1962 16
34247 Hampton by Hilton Inn Amelia Island At Fernandina Beach Fernandina Beach, FL 32034 Dec 1997 Dec 1997 81 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●40136 Hampton Inn Amelia Island Historic Harbor Front Fernandina Beach, FL 32034 Jun 2000 Jun 2000 122 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●69050 Home2 Suites by Hilton Fernandina Beach Amelia Island Fernandina Beach, FL 32034 U/C 103
20111 Ocean Coast Hotel at the Beach Fernandina Beach, FL 32034 Jan 2018 Dec 1986 134 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●10514 Omni Amelia Island Plantation Resort Amelia Island, FL 32034 Mar 2013 Jun 1972 402 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●57260 Omni Villas Of Amelia Island Amelia Island, FL 32034 Sep 2010 Jan 1999 259 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●59777 Residence Inn Amelia Island Fernandina Beach, FL 32034 Aug 2009 Aug 2009 133 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●19971 Ritz-Carlton Amelia Island Amelia Island, FL 32034 Jun 1991 Jun 1991 446 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●59000 Seaside Amelia Inn Fernandina Beach, FL 32034 Apr 2008 Apr 2008 46 Y ● ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●48469 The Addison On Amelia Island Fernandina Beach, FL 32034 May 1997 May 1997 15
Total Properties: 20 1973 ○ - Monthly data received by STR
● - Monthly and daily data received by STR
Blank - No data received by STR
Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report
A blank row indicates insufficient data.
2017 2018 2019
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: 2019 STR, Inc. / STR Global, Ltd. trading as "STR".
96
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97
APPENDIX
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SUCCESSFUL MARKETING ORGANIZATIONS HAVE THE UNIQUE ABILITY TO DISCERN OPPORTUNITIES OTHERS DON’T NECESSARILY SEE. THAT INSIGHT COMES FROM CAREFUL EVALUATION OF PAST SUCCESSES AND FAILURES (HINDSIGHT) AS WELL AS THE ABILITY TO EVALUATE CONDITIONS WHICH CAN IMPACT FUTURE RESULTS POSITIVELY OR NEGATIVELY (FORESIGHT). NO MATTER HOW YOU LOOK AT IT, THE AMELIA ISLAND TOURIST DEVELOPMENT COUNCIL (AITDC) HAS SEEN REMARKABLE SUCCESS ESTABLISHING NASSAU COUNTY AS A PREMIER TOURISM DESTINATION.
Over the past decade, the AITDC has achieved world-class status as a tourism organization, due to successfully
taking actions based on analysis and instincts. Its vision has resulted in a decade long economic development engine,
generating tax dollars, new jobs, and unprecedented growth. The creative, cutting-edge approach has been recognized
internationally with dozens of award-winning marketing programs. From any vantage point, it is plain to see how vital
This marketing plan process allows the AITDC to protect and build on the gains made in the last 10+ years.
Looking back on what worked best and looking ahead for new, untapped opportunities, is the key to this program of
work. It brings into focus a clear vision for sustainable tourism in the coming year – a “2020 vision.”
W E L C O M E
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Executive Summary
Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Team . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Value of Tourism
Performance Metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Marketing Performance . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Strategic Marketing
Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Marketing Goals and Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Partner Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Augmented Reality Experience . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
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For more in-depth information on Amelia Island’s Tourist Development Council
and Convention & Visitors Bureau, visit AmeliaIslandTDC.com.
TA B L E O F C O N T E N T S
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Executive Summary
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.
AMELIA ISLAND CONVENTION & VISITORS BUREAU
The Amelia Island Convention & Visitors Bureau (AICVB) was
created by the BOCC in 2008 to serve as the catalyst for tourism
development on Amelia Island. A 501(c)6 corporation, the
AICVB serves as the management company for the Amelia Island Tourist Development Council and is responsible
for implementing the programs of the AITDC. Recently, the Nassau County BOCC awarded the AICVB a 10-year
contract to continue its’ successes. Among the duties of the Convention & Visitors Bureau is the operation of the
marketing plan, and the management of the advertising, interactive, and public relations programs.
FUNDING
The AITDC is funded by a 5% tourist tax on short-term accommodations. Those renting for less than six months
are subject to the tax. The Nassau County Tax Collector and the Nassau County Clerk of Courts each receive 1.5%
of the tax collected as an administrative fee. How these user fees must be spent was established by a vote of the
people in 1988 and a county ordinance mandates the bed tax revenue breakdown as:
B A C K G R O U N D
of bed tax revenues are dedicated to advertising and promoting Amelia Island for leisure and
business travelers. Most destination marketing organizations spend more than 50% of their
budget on administrative costs.
65%Advertising &
Marketing
15%Administration
10%Travel Trade
10%Beach
Improvements
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MISSION
Maximize the positive economic impact of a sustainable tourism
industry that enhances the quality of life on Amelia Island.
VISION
Inspire targeted travelers to come make memories on Amelia Island,
and to share their experiences.
GOALGenerate visitation to Amelia Island and its attractions and special events, thereby increasing
tax revenues, including sales tax and those imposed on the hospitality industry. In turn, tax
revenues may be used to improve the quality of life for the citizens of the community, provide
the support necessary for beach re-nourishment, and ensure a viable hospitality industry.
GUIDING VALUES
Protect natural, historic, and economic resources
Cultivate collaboration - and be open to acting on inspiration
Stay ready and willing to evolve with disruptive technologies
Continually experience the community through visitors’ eyes
Take responsible risks to improve performance
Expect excellence as a standard, not as an exception
Focus on outcomes, solutions, and achievements103
Executive Summary
Social Media Marketing
Tourism Advocacy
Niche Marketing
Print Advertising
Mobile Marketing
Mixed Media Campaigns
#4 Most Blissful
Destination for
Wellness Travel
TripAdvisor
ADRIAN AWARDS
Hospitality Sales & Marketing Association International
Gold - Advertising/Print Media
Digital Marketing/ Video
PR/Special Event
Silver - Digital Marketing/Web Ad
Advertising/Tradeshow Marketing
PR/Marketing Program
VISIT FLORIDA’s Annual Governor’s Conference on Tourism
Received 7 awards in 2019 for Outstanding Tourism Marketing in:
#6 Top 10
Most Romantic Places
in Florida
Coastal Living
A C C O L A D E S
Gil Langley, President and CEO
of the AICVB named
one of
HSMAI Top 25: Extraordinary
Minds in Hospitality Sales, Marketing,
Revenue Optimization
2018
#8 Top 10
U.S. Islands
Travel + Leisure World’s Best Awards
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BOARD OF COUNTY COMMISSIONERS
The BOCC has given us the support necessary to execute our award-winning marketing plans and the assets
to do the job well. In return, we have surpassed our goals in every category: making more resources available
by increasing the bed tax users fee; allowing us to grow our tourism efforts and increase overall visitation
AICVB TEAM MEMBERS
Gil Langley, President & CEO
Amy Boek,
Karen Hadley,
Jaime Fallon,
Deb Nordstrom,
Susan Hurley,
Madison [email protected]
Carol [email protected]
Nate [email protected]
SPECIALISTS
Melissa Yao [email protected]
LODGING AND TOURISM PARTNERS
The AICVB is a non-membership organization. Our
lodging and tourism partners have many opportunities
to leverage our budget and brand positioning through
promotions and cooperative advertising. From providing
rooms and activities for giveaways to actively participating
in co-op advertising, our stakeholders are the main stars in
our productions.
AITDC BOARD OF DIRECTORS
Danny Leeper (Chairman), . . . . . . . . . .Term: 2017-2020
Arlene Filkoff, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2019-2023
Bob Hartman, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2017-2021
Jim McManemon, . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2018-2022
Olivia Hoblit, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2018-2022
Mary O’Donnell, . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2019-2023
Barbara Halverstadt, . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2016-2020
Chip Ross, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2018-2020
Len Kreger, . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Term: 2019-2022
Jack Healan,
Chris [email protected]
CITY COMMISSIONERS
The City of Fernandina Beach has been a responsive partner in our tourism efforts. From making city assets
available such as hanging city banners for free or waiving usage fees to assisting with ordinance changes such
as the sale of alcohol on Sundays, the city’s partnership has been essential to our success.
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Justin Taylor, Chair
Danny Leeper,
Pat Edwards
Aaron Bell
Thomas Ford
Mike Mullen,
Daniel [email protected]
Ktimene [email protected]
Joseph St. Germain, [email protected]
Claire [email protected]
T E A M
MA ROOD COMPANYMary Ann Rood
ELLEN’S MARKET PLACEEllen Jenkins
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Value of Tourism
P E R F O R M A N C E M E T R I C S
TAXABLE RENTAL SALES DOLLARS (YOY)
2015 ........... $128,322,685
2016........... $132,899,936
2017........... $138,370,672
2018........... $149,522,516
TOTAL REVENUES – $117,274,839
BED TAX COLLECTION (YOY)
2015............$5,132,970
2016............$5,315,997
2017............$5,534,826
2018............$5,980,900
VISITOR VOLUME
666,300 690,1002017 2018
3.57%
ECONOMIC IMPACT
$638,154,900 $678,168,500 2017 2018
6.27%
OCCUPANCY
75% 0.9%
AVERAGE DAILY RATEADR
$150.46 1.3%
REVENUE PERAVAILABLE ROOM
REVPAR
$112.89 0.4%
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State of the MarketValue of Tourism
1. Jacksonville -2.14%
2. Atlanta +8.5%
3. Orlando -13.26%
4. New York -15.77%
5. Chicago +52.79%
6. Philadelphia +10.62%
7. Miami -3.61%
8. Charlotte -10.92%
9. Boston +8.24%
10. Nashville +24.89%
11. Dallas +33.65%
12. Houston +15.46%
M A R K E T I N G P E R F O R M A N C E
VISITOR DEMOGRAPHICS
AMELIAISLAND.COM
TOP CITIES OF ORIGIN
Users - 689,178, +2.03%
New Users - 681,357, +1.40%
1,875,282 Pageviews (-19.03%)
1:42 Avg. Session Duration (-17.66%)
2.16 Pages/Sessions (-26.82%)
Mobile users +24.38% Desktop -23.89% Tablet -5.9%
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a 2.44% increase FYTD
SOCIAL MEDIA (YEAR-TO-DATE)
PUBLIC RELATIONS
81,832 Followers 2,656 Followers 13,450 Followers
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Strategic Marketing
GUIDING PRINCIPLES
These principles guide the overall direction for our marketing initiatives, ensuring we support a
positive and sustainable tourism industry in Nassau County.
Promote, protect, and preserve Amelia Island’s tourism assets.
Support infrastructure improvements and smart development that enhance tourism.
Inform and educate local stakeholders on the economic, social, and cultural value of a sustainable
tourism program.
provide leadership, foster communication, and serve as a liaison to key
Focus on increasing yield and return on investment by targeting the group and incentive market and
high income households who travel for leisure.
M A R K E T I N G S T R AT E GY
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KEY MARKETING STRATEGIES
throughout the tourism industry, it’s imperative our marketing strategies for this year focuses on stretching
budgets, maximizing return on investment, and communicating our destination’s unique brand attributes.
These key strategies will navigate the overall approach to our marketing initiatives in FY 2020.
data-driven decision making, letting research and analytics forge marketing decisions.
integrated marketing approach designed to strengthen the Amelia Island brand
and reach our targeted audience multiple times, across multiple channels, increasing brand recall and
Maintain consistency of brand identity throughout all marketing channels leading with the
creative execution of the campaign to manage brand integrity and increase brand recall.
in-house digital assets from the website and email to social media, all work in conjunction to
inform,
aggressive public relations initiatives to foster positive brand sentiment and keep Amelia
Island in the forefront of earned media coverage.
expansion of the content studio to create original content, curate
user-generated or publisher-driven content, and effectively distribute content that engages visitors,
both potential and repeat, converting them into brand advocates.
ensure return
on investment.
Target the group and incentive market
Sunday–Thursday night hotel rooms.
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Strategic Marketing
GOAL 1. BUILD BRAND AWARENESS, DRIVE DEMAND
STRATEGY
Communicate a unique brand identity for Amelia Island through engaging and
potential visitors to improve top-of-mind awareness and build brand loyalty.
Amelia Island’s marketing initiatives will increase brand recall, boost visitor
our target markets.
OBJECTIVES
together collaboratively.
will inspire visitor interest as well as put the destination at a competitive advantage.
niche markets.
relationship and destination exposure.
The overall goal for the AITDC is to increase visitation to Amelia Island and
main goals:
1. BUILD BRAND AWARENESS, DRIVE DEMAND
2. MAXIMIZE RETURN ON INVESTMENT
3. BOOST VISITOR ENGAGEMENT
4. ENHANCE EXPERIENCE, INCREASE YIELD
5. FOSTER A COHESIVE TOURISM INDUSTRY
M A R K E T I N G G OA L S & O B J E C T I V E S
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Strategic Marketing
GOAL 2. MAXIMIZE RETURN ON INVESTMENT
STRATEGY
To support a sustainable tourism industry for Amelia Island we will concentrate on growing visitor yield over
volume by driving rate, extending length of stay, increasing in-marketing spending, building repeat visitation and
visitors while minimizing negative effects on the local community.
OBJECTIVES
events to boost demand and drive overnight visitation and economic impact in lodging need periods, helping to
reduce seasonality. Select programs which help halo the positive association between niche subject matters and
the Amelia Island brand.
for a leisure trip in the future.
experiences and spending, and return visitation.
GOAL 3. BOOST VISITOR ENGAGEMENT
STRATEGY
By engaging in two-way communication with visitors in all stages
of travel from planning, in-market experience and post-stay, we
will meet consumer expectations, build brand loyalty and develop
Amelia Island advocates that will promote the destination through
word-of-mouth and social sharing.
OBJECTIVES
engagement through sharing, commenting and driving desired
actions from visitors, both potential and returning.
and generate brand exposure through editorial coverage in
targeted media outlets.
updated and effective at reaching and engaging visitors.
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GOAL 4. ENHANCE EXPERIENCE, INCREASE YIELD
STRATEGY
By ensuring the destination meets and exceeds the visitors’ expectations, we can help increase visitor
spending and maximize the return on investment of our tourism industry. In FY2020 we will continue
our efforts to grow visitor yield over the volume of visitation to maximize the economic impact of the
tourism industry.
OBJECTIVES
overnight stays.
GOAL 5. CREATE A COHESIVE & SUSTAINABLE TOURISM INDUSTRY
STRATEGY
tourism industry for Nassau County that provides positive economic impact and improves the way of life for
OBJECTIVES
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Strategic Marketing
The AICVB provides a wealth of information and opportunities
for tourism industry stakeholders to take advantage of.
1. Get Listed - Review and update your listing information on AmeliaIsland.com, which will also be used in
the Visitor Guide.
2. Host our Guests
3. Submit Events - Provide your tourism-related event details at AmeliaIsland.com/events to be included
in the online events calendar.
4. Share Your News
offers, big announcements, new programs, and events to [email protected].
5. Be social -
A. We’re always in need of content! Share your stories, photos, and news with our team for a chance
to be featured on our social media channels and the Amelia Island Blog.
B. Use Amelia Island hashtags
#ameliaisland #loveamelia
6. Point Back - Point to AmeliaIsland.com from your website to give your users ideas of things to do
or where to go.
7. Stock Up - Provide your guests with destination collateral for free! Just let us know what you need and
we’ll deliver a stock of our collateral materials for your use:
8. Stay Prepared - AmeliaIslandTDC.com offers our research, marketing plans, and resources such as photo
galleries for your use.
9. Attend AITDC meetings - Get informed on AICVB marketing plans every quarter.
10. Get Involved - Take part in promotional programs: Value Card, Seaside Salute, etc.
11. Participate in our cooperative advertising programs - take advantage of the AICVB’s media planning and
buying power with subsidized advertising rates.
12. Be on Display -
13. Create Packages -
and offers the AICVB can communicate on your behalf.
14. Walk Down the Aisle - Get lead lists of brides and grooms interested in Amelia Island weddings.
PA R T N E R R E S O U R C E S
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Island, Florida with the launch of our on-lsland augmented reality experiences. Look for more partner co-op opportunities coming in 2020.
DOWNLOAD THE AMELIA ISLAND MOBILE APP NOW
S TA R T YO U R U N F O R G E T TA B L E A D V E N T U R E W I T H O U R AU G M E N T E D
R E A L I T Y- P OW E R E D A P P
AmeliaIsland.com/App
117
#LoveAmelia #AmeliaIsland
Facebook/AmeliaIslandFlorida
Instagram/VisitAmeliaIsland
Twitter/Go2AmeliaIsland
Youtube/AmeliaIslandCVB
Cleanpixbit.ly/ameliaphotos
AICVB OFFICE
2398 Sadler Road, Suite 200, Amelia Island, FL 32034 | 904.277.4369
WELCOME CENTER
102 Centre Street, Amelia Island, FL 32034 | 904.277.0717
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10/24/20195:39 PM Amelia Island Tourism Development CouncilMonthly Taxable Collections
Actual October November December January February March April May June July August September FY Total CY TotalFY 2010 $3,824,925 $4,127,108 $2,662,768 $3,061,087 $3,872,714 $7,180,869 $7,250,176 $6,771,684 $9,192,997 $11,420,967 $6,161,937 $4,134,125 $69,661,357 $70,202,724
FY 2011 $5,117,877 $3,146,563 $2,891,727 $3,057,380 $4,477,079 $8,042,178 $9,089,680 $7,348,455 $9,319,735 $10,455,155 $5,315,503 $4,709,634 $72,970,966 $74,995,726
FY 2012 $5,873,108 $4,083,078 $3,224,742 $2,732,955 $4,600,703 $9,471,861 $8,896,159 $7,524,447 $9,654,444 $10,416,601 $6,309,424 $5,300,489 $78,088,012 $78,201,594
FY 2013 $5,993,912 $4,252,420 $3,048,178 $3,744,771 $5,098,560 $10,724,414 $10,388,492 $9,925,245 $11,911,552 $12,710,654 $8,908,306 $6,817,183 $93,523,687 $97,905,954
FY2014 $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221 $12,039,768 $12,963,890 $14,986,010 $9,814,050 $7,623,141 $112,108,878 $114,715,177
FY2015 $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538 $12,378,353 $14,913,734 $16,387,766 $10,972,556 $9,427,872 $124,124,387 $128,322,685
FY2016 $9,071,000 $7,228,216 $6,394,566 $6,789,618 $8,508,848 $15,822,132 $13,706,888 $12,461,791 $15,209,784 $17,501,019 $10,522,990 $10,223,465 $133,440,316 $132,899,936
FY2017 $8,004,857 $7,920,339 $6,228,205 $7,028,403 $9,634,435 $16,040,637 $15,611,677 $13,478,363 $15,698,386 $18,932,545 $10,027,764 $7,354,342 $135,959,952 $138,370,672
FY2018 $10,033,381 $7,804,652 $6,726,088 $7,507,735 $9,731,687 $17,354,427 $15,246,878 $14,076,436 $17,129,696 $18,306,670 $12,131,307 $10,292,877 $146,341,834 $149,522,516
FY2019 $12,155,507 $8,765,734 $6,823,561 $7,949,841 $10,779,734 $19,202,124 $16,298,866 $14,585,578 $17,510,133 $20,523,960 $9,060,000 $7,600,000 $151,255,038 $123,510,236
% Change 21.15% 12.31% 1.45% 5.89% 10.77% 10.65% 6.90% 3.62% 2.22% 12.11% -25.32% -26.16% 3.36%
FY2019 Projected $9,923,033 $7,800,019 $6,731,724 $7,420,577 $9,619,266 $17,155,564 $15,072,595 $13,915,390 $16,938,588 $18,095,793 $11,991,536 $9,986,588 $144,650,673FY2019 Actual $12,155,507 $8,765,734 $6,823,561 $7,949,841 $10,779,734 $19,202,124 $16,298,866 $14,585,578 $17,510,133 $20,523,960 $9,060,000 $7,600,000 $151,255,038% Change 22.50% 12.38% 1.36% 7.13% 12.06% 11.93% 8.14% 4.82% 3.37% 13.42% -24.45% -23.90% 4.57%
YTDFY2018 $10,033,381 $17,838,033 $24,564,121 $32,071,856 $41,803,543 $59,157,970 $74,404,848 $88,481,284 $105,610,980 $123,917,650 $136,048,957 $146,341,834 $146,341,834FY2019 $12,155,507 $20,921,241 $27,744,802 $35,694,643 $46,474,377 $65,676,501 $81,975,367 $96,560,945 $114,071,078 $134,595,038 $143,655,038 $151,255,038 $151,255,038% Change 21.15% 17.28% 12.95% 11.30% 11.17% 11.02% 10.17% 9.13% 8.01% 8.62% 5.59% 3.36% 3.36%
Bed TaxFY2018 $401,335 $312,186 $269,044 $300,309 $389,267 $694,177 $609,875 $563,057 $685,188 $915,334 $606,565 $514,644 $6,260,981FY2019 Projected $496,149 $390,001 $336,586 $371,029 $480,963 $857,778 $753,630 $695,770 $846,929 $904,790 $599,577 $499,329 $7,232,531FY2019 Actual $601,264 $435,302 $340,332 $395,082 $535,726 $899,555 $813,328 $729,832 $874,467 $1,026,198 $453,000 $380,000 $7,484,087
49.8% 39.4% 26.5% 31.6% 37.6% 29.6% 33.4% 29.6% 27.6% 12.1% -25.3% -26.2% 19.5%
FY2014 $112,108,878
FY2015 $124,124,387
FY2016 $133,440,316
FY2017 $135,959,952
FY2018 $146,341,834
FY2019 $151,255,038
$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
FY2014 FY2015 FY2016 FY2017 FY2018 FY2019
$112,108,878$124,124,387
$133,440,316 $135,959,952$146,341,834
$151,255,038
$0
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
October November December January February March April May June July August September
Monthly Trend
FY2014 FY2015 FY2016 FY2017 FY2018 FY2019
119
