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Disclaimer:
This presentation is intended for educational
purposes of our community stakeholders. We are
a 501 (c) (3) organization.
Certain images are used for parody.
Welcome
Our Purpose
AITDC Values
• Nourish Our Beaches
• High Quality Experiences
• Generate economic opportunity
• Sustainable Growth
• Build Respect & Trust
The Dark Side
• Stress the Environment
• Public Safety Issues
• Traffic
• Negative ROI
• Boom or Bust
• Over $500 Million in Economic Impact
• Jobs for 25% of the Nassau Workforce
• $125 Million Taxable Lodging Sales
• 600,000 New Customers for Local Business
A Year in Brief
• Occupancy 70.7% up 5.1%
• ADR $213.41 up 5.6%
• RevPar $150.80 up 11%
• Demand 478,424 up 5.0%
• Revenue Over $102 million up 10.9%
Performance FY2015
Comp Set YTD*
*Smith Travel Research, through September 2015
0.0
50.0
100.0
150.0
200.0
250.0
Occupancy ADR RevPar
73.3
$132.91
$97.46
68.3
$128.54
$87.7574.8
$221.78
$165.92
Florida Comp Set Amelia Island
Conde Nast Traveler
Readers’ Choice Awards
Final FY2016 Budget
Description FY 2016
Budget
Tourist Dev. Funds $4,567,500
Reserve/Carry Forward $750,000
Cost of Collection $137,025
Net Tourist Dev. Funds $5,180,475
TDC Admin $664,571
Marketing $3,379,809
Travel Trade $693,000
Beach Improvements $433,095
Key Performance Indicators
FY 2015 Growth FY 2016
Occupancy 70.7% 2.8% 72.0%
ADR $213.41 4.0% $222.44
RevPAR $150.80 6.0% $160.15
Demand 478,424 1.0% 487,494
Revenue $102,102,152 6.0% $108,438,165
Paid Media
Research
Data-driven Decisions:
• Google Analytics
• Visitor Guide survey
• Welcome Center Questionnaire
• Beach Users
• Event Evaluations
• Visitor Profile
Our Visitors
49.3 Years Old
Avg. Length of Stay 4.7 Days
54.3% First Time Visitors
84.4% Plan to Return
97.6% Would Recommend
Objectives of Campaign:
• Brand Awareness
• Engagement
• Conversions
Timing:
• Targeted for shoulder and off-peak
• Weighted in Q1 & Q2
FY2016 Advertising
FY2016 Placement Budget
$2,242,159
Geographic:
• Regional
• Emerging
• International
Demographic:
• Adults, ages 35-64
• $125,000+ Household Income
• Female Decision Maker
Targeting
Volume vs. Growth
Cooperative Advertising
Packets available today,
due 12/31
Co-op Fair in November
Collateral:
• Visitor Guide
• Value Card
• Artrageous Artwalk
Upcoming Programs
Promotions:
• Free Night, Any Night
• Harris Teeter
• TaxSlayer Bowl
Events:
Dec 4-13 Jan 22-31 Mar
10-20
Details:
• December 4-13
• Victorian holiday village
• Info session 11/3 10am
Get involved:
• Submit Your Events Online
• Vendors
• Volunteers
Paid Media:
Integrated Advertising Funnel
Owned Media
Feedback Loop
Content Roadmap
● Purpose: promote overnight
visitation during historically
low-occupancy season
● Content: major events, photo
and lodging specials
● Analytics:
○ 9,381 visits to-date*
○ 80% new visitors
○ Low bounce rates: Adara
(47%), organic search
(10%)
○ largest representation
35-54
○ Mobile/desktop 50/50
AmeliaIslandChristmas.com
Digital Approach
Our travelers are online. We
reach them through the funnel.
We listen. We measure what’s
working, adapt, and share what
we learn.
The Force of Content
vs.
“Always in
Motion is Our
Website”
AmeliaIsland.com
• 1M+ visitors,
67% increase
• Mobile use up
by 63%.
• Mobile = 47%
of all site
traffic
• Hitting target
geographies
worldwide
Welcome Center
17,866
visitors
from 30
states
and 17
countries
Ewok Mom with Big Daddy
3 mins
Something about feeling the sand between your toes.
#loveamelia #ameliaisland #beach #forceforgood #vacay
Social Media & Convergence
Periscope
Social Promotion
Faraway Visitors
●German-speaking
Europe & United
Kingdom
●=the perfect
product
Earned Media
Public Relations Highlights
• First UK/Ireland Media Mission with VISIT
FLORIDA
• Hosted first Amelia Island Canadian Media Mission
• Participated in 12 consumer promotions
• Deskside meetings with writers in New York,
Chicago, DC, Orlando and Jacksonville
• Hosted 22 travel writers, bloggers and influencers
including consumer, trade and international
2015-2016 PR Plan
• Proactively pitch national, regional and local media
• Increase digital presence through relationships with
influencers
• Connect promotional partners with the destination
for national and regional exposure through
contests, sweepstakes, special events and similar
programs
• Expand participation in on-island events through
increased media coverage with additional support
for CVB-led events
2015-2016
Public Relations Plan
How to Get Involved
Host travel writers
How to Get Involved
Host brand ambassadors
How to Get Involved
Host digital influencers
How to Get Involved
Participate in promotions
How to Get Involved
Participate in media missions and receptions
How to Get Involved
Respond to requests and leads
How to Get Involved
Send us your images
How to Get Involved
Send us your news
How to Get Involved
Send us your news
Hope Sarzier
Hayworth Public Relations
(386) 677-7000
Your Arsenal
New Florida Ambassador - Pitbull
16 Ways to Use the Force
1. Listing on ameliaisland.com, site reaches over 1M people/year and has won multiple awards.
2. Submit events to the Amelia Island Calendar on ameliaisland.com
3. Share your stories, photos, news to be featured on social media channels and on Amelia Island Blog
4. Use Amelia Island hashtags to reach travelers and influencers around the globe #ameliaisland #loveamelia
5. Cutting-edge market research on visitors, who they are, what brings them here
6. Get listed in Visitors Guide, sent to 15,000 people in 2015 and distributed at Welcome Center
7. Get Visitors Guides to display and give away at your business (we deliver)
8. Stay ahead of the competition by developing capabilities and sharing best practices with the Social Media Blueprint,
workshop, and resources on ameliaislandtdc.com
9. Display collateral materials and promote events at the spectacular Amelia Island Welcome Center (open seven days
a week, 364 days a year.)
10. Pick up copies of Historic District Walking Tour, Artrageous Artwalk, and Bike Maps. Meetings brochure, Clean
Beaches Door Hanger
11. Opportunity to host travel writers and be a part of press releases
12. Take part in promotional programs: Value Card Free Night, Any Night, Seaside Salute
13. Use Amelia Island photos from our press room and in TDC site photo gallery
14. Join VISIT FLORIDA’s popular Twitter Chats
15. Get a weekly list of brides and grooms to be interested in getting married on Amelia Island
16. Train with the VISIT FLORIDA hospitality training module
See ameliaislandtdc.com
