TDC Regular Meeting – March 20, 2017

Agenda Item 8 – Monthly Reports (Information Only)

‐ VCB Monthly Report (February and March) ‐ ACH – Cultural Council Monthly Report (January and February) ‐ YTD Revenue/Expense Summaries 3/13/2017

VCB Report to the Tourism Development Council February 27, 2017

Smith Travel Research December 2016 FY 2017 Running 12 Months Occupancy (%) Oct Nov Dec 2014 2015 2016 This Year 62.0 65.8 64.1 62.1 66.0 67.6 Last Year 63.7 60.0 62.5 59.4 62.1 66.0 Percent Change -2.6 9.6 2.5 4.6 6.3 2.4

FY 2017 Running 12 Months ADR Oct Nov Dec 2014 2015 2016 This Year 118.77 123.78 128.20 119.65 127.23 129.95 Last Year 126.79 119.26 120.55 112.98 119.65 127.23 Percent Change -6.3 3.8 6.3 5.9 6.3 2.1

FY 2017 Running 12 Months RevPAR Oct Nov Dec 2014 2015 2016 This Year 73.66 81.39 82.13 74.34 84.03 87.87 Last Year 80.75 71.57 75.32 67.12 74.34 84.03 Percent Change -8.8 13.7 9.0 10.8 13.0 4.6

FY 2017 Running 12 Months Supply Oct Nov Dec 2014 2015 2016 This Year 184,047 178,110 186,992 2,065,092 2,091,725 2,157,796 Last Year 177,661 171,930 177,661 2,063,799 2,065,092 2,091,725 Percent Change 3.6 3.6 5.3 0.1 1.3 3.2

FY 2017 Running 12 Months Demand Oct Nov Dec 2014 2015 2016 This Year 114,152 117,117 119,789 1,283,138 1,381,414 1,459,104 Last Year 113,145 103,170 111,000 1,225,983 1,283,138 1,381,414 Percent Change 0.9 13.5 7.9 4.7 7.7 5.6

FY 2017 Running 12 Months Revenue Oct Nov Dec 2014 2015 2016 This Year 13,557,620 14,497,142 15,357,110 153,524,944 175,758,422 189,612,397 Last Year 14,345,337 12,304,284 13,381,103 138,513,098 153,524,944 175,758,422 Percent Change -5.5 17.8 14.8 10.8 14.5 7.9 Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

1 3/13/2017

Smith Travel Research December 2016

Current Month December 2016 vs December 2015 Occ % ADR Percent Change from December 2015 Room 2016 2016 Occ ADR RevPAR Rev Hillsborough County, FL 65.1 100.40 -4.1 -0.9 -5.0 -4.2 Nassau County, FL 53.0 161.23 -7.6 9.1 0.8 0.7 Pinellas County, FL 59.9 124.37 -2.6 5.5 2.7 4.9 St Johns County, FL 64.1 128.20 2.5 6.3 9.0 14.8

Charleston, SC 61.0 116.42 3.8 5.7 9.7 12.5 Jacksonville, FL 62.4 99.29 4.1 9.6 14.1 15.3 Myrtle Beach, SC 37.4 72.11 7.6 6.6 14.7 13.7 Orlando, FL 71.8 119.78 -4.7 -2.5 -7.1 -5.4 Sarasota-Bradenton, FL 66.4 135.31 -3.5 2.4 -1.2 -1.2 Savannah, GA 61.7 102.41 3.8 5.7 9.7 12.1

Fort Walton Beach, FL 34.0 89.73 4.0 4.3 8.5 12.5 Daytona Beach, FL 52.5 96.13 8.9 15.2 25.5 19.8

Zip Code 32084+ 70.8 136.72 -3.2 7.5 4.1 8.6 Zip Code 32080+ 63.9 119.12 -1.2 5.8 4.6 21.7 Zip Code 32092+ 60.8 98.19 9.4 12.9 23.6 23.6

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

Bed Tax Collections

December (Net Collections) $ 717,944 8%

YTD Net Collections December$ 1,908,219 -2%

YTD Collections by Area December YTD Anastasia Island and St. Augustine Beach (32080) 24% 25% Ponte Vedra Beach (32082) 23% 22% St. Augustine, Vilano and North Beach (32084) 36% 40% St. Augustine Shores/South/207 (32086) 0.2% 0.7% World Golf Village and west of I-95 (32092) 14% 11% I-95&SR 16/Palencia (32095) 3% 2% Other 0.8% 0.6%

2 3/13/2017

Website Dashboard

121,592 Visitors to the Site January 31% 465,579 Visitors to the Site FYTD 22%

VIC Visitation January 2017 SJCC –PVBD Visitor & Information Center % of Total Jan 2017 Jan 2016 Visitors FYTD YTD FY 2016 Total 2016 Total Visitors 36 99 0.08% 133 578 1121

City of St. Augustine Downtown Visitors Center

% of Total Jan 2017 Jan 2016 Visitors FYTD YTD FY 2016 Total 2016 Total Visitors 40,421 36,164 90% 180,875 176,423 517,983

St. Augustine Beach Visitors Center

% of Total Jan 2017 Jan 2016 Visitors FYTD YTD FY 2016 Total 2016 Total Visitors 3,441 3,244 8% 9,517 9,124 42,712

Jacksonville Airport Visitor Information Center % of Total Jan 2017 Jan 2016 Visitors FYTD YTD FY 2016 Total 2016 Total Visits 895 689 2% 3,720 3,231 10,553

Total Inquiries at Visitors Centers Jan 2016 Jan 2015 FYTD FY 2016YTD Total 2016 44,793 40,196 194,245 189,356 572,369

3 3/13/2017

Departmental Reports

Social Media January 2017

Social Media YOY Change Facebook Fans added In January 2,434 Total Facebook Fans 458,141 15% Facebook Impressions 9,417,561 Engagement Rate 4.2% Reach 3,159,201

Twitter Twitter Followers 9,099 48% Twitter Impressions 104,563

Instagram Instagram Followers 9,412 81% Instagram Impressions 103,532

YouTube Views To Date 225,199 25%

4 3/13/2017

Communications Summary

JanuaryFYTD FYTD 16 Total Impressions 329,639,134 2,943,818,894 5,013,431,826 -41%

VCB Initiated Stories 244 882 959 -8% in publication or broadcasted

Sales Measurement Summary

Monthly % YTD % January Actual vs Goal YTD Actual vs Goal Solicitation Emails/Calls 165 20% 603 2% Total Leads Distributed 35 13% 104 -9% Lead Room Nights 2,371 -57% 16,165 -34%

2nd Quarterly % YTD % Actual Quarter Actual vs. Goal YTD vs. Goal Wholesale Room Nights 35,357 17% 72,192 20%

**Wholesale Room Nights are reported quarterly.

• Solicitation efforts for January were up 20% to goal, bringing YTD total to +2%. • Leads distributed in January were up 13% to goal, helping bridge the gap to goal YTD. With trade shows in February and March, actuals should exceed goal by the end of Q2. • Room nights continue down to goal, -34% YTD through 4 months. Heavy trade show activity over the coming months will allow us to make up this shortfall.

5 3/13/2017

Promotions

• Nights of Lights Promotions Dec. thru Jan. – 23 “Nights of Lights Getaway” radio promos – Jacksonville, Orlando, Tampa and Miami – On‐air, on‐line, email plus database capture – Prizes include lodging, attraction/tour tix and more – $200,000+ est. media value • Database Marketing – Monthly eNewsletter subscriber base 110K+ – Opt‐ins from NOL radio promos to be added • CEO Tourism Advocacy Outreach continues • Annual State of the Industry Breakfast May 17 – Save the Date!

Florida’s First Coast of Golf January 2017

(FL Sports Foundation Model - tracks direct and wholesale bookings) Jan-17 Jan-16 % Change Rooms 1,934 1,522 27% Rounds 4,549 3,582 27%

2017 YTD 2016 YTD % Change Rooms 1,934 1,522 27% Rounds 4,549 3,582 27%

Precipitation 2017 2016 Change 1.41 1.32 0.09

Temperature (Avg High) 2017 2016 % Change 71 64 8° Website Traffic Jan-17 Jan-16 % Change 6,664 5,252 27% 2017 YTD 2016 YTD % Change 6,664 5,252 27%

6 3/13/2017

CEO’s Comments • Attractions attendance reporting system: • Oct ‐36.9%; YTD ‐36.9% (Based on 14 reporting attractions) • Nights of Lights investments appear to have made a difference facilitating a very rapid recovery following Matthew • Estimated EOY 2017 spend delivered to TDC • Monitoring state legislative challenges to TDT and Visit Florida • Met with working group to create an Agritourism Corridor in FHC • Contributed to NCAA Golf Championships bid for WGV to host • Facilitating discussions about supplemental transit between beaches and historic district • Have met with prospective city and private industry players • VCB is hoping to assist SJC with communication of off‐beach parking initiative to lodging partners and stakeholders

7 3/15/2017

VCB Report to the Tourism Development Council March 20, 2017

Smith Travel Research January 2017

FY 2017 Running 12 Months Occupancy (%) Nov Dec Jan 2015 2016 2017 This Year 65.8 64.1 63.6 62.7 66.2 67.6 Last Year 60.0 62.5 63.1 59.5 62.7 66.2 Percent Change 9.6 2.6 0.7 5.5 5.5 2.1

FY 2017 Running 12 Months ADR Nov Dec Jan 2015 2016 2017 This Year 123.78 128.20 118.76 120.18 127.82 130.02 Last Year 119.26 120.60 117.72 113.29 120.18 127.82 Percent Change 3.8 6.3 0.9 6.1 6.4 1.7

FY 2017 Running 12 Months RevPAR Nov Dec Jan 2015 2016 2017 This Year 81.39 82.13 75.51 75.38 84.57 87.88 Last Year 71.57 75.31 74.33 67.38 75.38 84.57 Percent Change 13.7 9.0 1.6 11.9 12.2 3.9

FY 2017 Running 12 Months Supply Nov Dec Jan 2015 2016 2017 This Year 178,110 186,992 187,085 2,068,099 2,091,756 2,167,220 Last Year 171,930 177,661 177,661 2,065,070 2,068,099 2,091,756 Percent Change 3.6 5.3 5.3 0.1 1.1 3.6

FY 2017 Running 12 Months Demand Nov Dec Jan 2015 2016 2017 This Year 117,117 119,789 118,948 1,297,259 1,384,047 1,464,806 Last Year 103,170 110,953 112,168 1,228,271 1,297,259 1,384,047 Percent Change 13.5 8.0 6.0 5.6 6.7 5.8

FY 2017 Running 12 Months Revenue Nov Dec Jan 2015 2016 2017 This Year 14,497,142 15,357,110 14,126,029 155,898,436 176,905,293 190,453,351 Last Year 12,304,284 13,380,475 13,204,850 139,151,760 155,898,436 176,905,293 Percent Change 17.8 14.8 7.0 12.0 13.5 7.7 Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

1 3/15/2017

Smith Travel Research January 2017

Current Month January 2017 vs January 2016 Occ % ADR Percent Change from January 2016 Room 2017 2017 Occ ADR RevPAR Rev Hillsborough County, FL 74.9 141.92 1.0 15.2 16.4 18.0 Nassau County, FL 58.8 152.40 0.2 2.1 2.3 2.2 Pinellas County, FL 69.1 139.24 3.4 10.3 14.1 18.6 St Johns County, FL 63.6 118.76 0.7 0.9 1.6 7.0

Charleston, SC 59.9 109.51 1.5 1.7 3.3 7.5 Jacksonville, FL 66.2 97.76 1.5 4.4 6.0 7.1 Myrtle Beach, SC 34.3 66.12 6.8 1.7 8.6 7.6 Orlando, FL 75.1 124.90 -0.9 1.0 0.1 2.0 Sarasota-Bradenton, FL 71.7 138.40 0.8 3.2 4.1 4.0 Savannah, GA 60.0 97.90 4.3 0.7 5.0 8.3

Fort Walton Beach, FL 36.0 84.51 -3.3 -1.5 -4.8 -2.1 Daytona Beach, FL 58.3 108.68 0.9 9.4 10.3 7.5

Zip Code 32084+ 67.3 118.20 -2.3 1.9 -0.4 3.9 Zip Code 32080+ 63.1 107.79 1.7 1.4 3.1 20.1 Zip Code 32092+ 60.2 93.28 9.4 5.4 15.3 15.3

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited.

Bed Tax Collections

January (Net Collections) $ 680,039 -2%

YTD Net Collections January$ 2,588,258 -2%

YTD Collections by Area January YTD Anastasia Island and St. Augustine Beach (32080) 24% 26% Ponte Vedra Beach (32082) 23% 21% St. Augustine, Vilano and North Beach (32084) 36% 40% St. Augustine Shores/South/207 (32086) 0.2% 0.8% World Golf Village and west of I-95 (32092) 14% 10% I-95&SR 16/Palencia (32095) 3% 2% Other 0.8% 0.5%

2 3/15/2017

Website Dashboard

97,648 Visitors to the Site February 10% 563,227 Visitors to the Site FYTD 20%

VIC Visitation February 2017 SJCC –PVBD Visitor & Information Center % of Total Feb 2017 Feb 2016 Visitors FYTD 2017 FYTD 2016 Total 2016 Total Visitors 58 169 0.14% 191 747 1121

City of St. Augustine Downtown Visitors Center

% of Total Feb 2017 Feb 2016 Visitors FYTD 2017 FYTD 2016 Total 2016 Total Visitors 35,825 38,674 88% 216,700 215,097 517,983

St. Augustine Beach Visitors Center

% of Total Feb 2017 Feb 2016 Visitors FYTD 2017 FYTD 2016 Total 2016 Total Visitors 3,853 3,781 9% 13,370 12,905 42,712

Jacksonville Airport Visitor Information Center % of Total Feb 2017 Feb 2016 Visitors FYTD 2017 FYTD 2016 Total 2016 Total Visits 1,197 920 3% 4,917 4,151 10,553

Total Inquiries at Visitors Centers Feb 2017 Feb 2016 FYTD 2017 FYTD 2016 Total 2016 40,933 43,544 -6% 235,178 232,900 572,369

3 3/15/2017

Departmental Reports

Social Media February 2017

Social Media YOY Change Facebook Fans added In February 1,452 Total Facebook Fans 459,593 13% Facebook Impressions 8,442,757 Engagement Rate 4.7% Reach 2,748,567

Twitter Twitter Followers 9,271 47% Twitter Impressions 89,676

Instagram Instagram Followers 9,648 75% Instagram Impressions 125,424

YouTube Views To Date 226,443 24%

4 3/15/2017

Communications Summary

FebruaryFYTD FYTD 16 Total Impressions 528,498 5,697,275,169 5,013,431,826 14%

VCB Initiated Stories 340 1222 959 27% in publication or broadcasted

Sales Measurement Summary

Monthly % YTD % February Actual vs Goal YTD Actual vs Goal Solicitation Emails/Calls 122 4% 725 2% Total Leads Distributed 18 -58% 122 -22% Lead Room Nights 3,073 -54% 19,238 -38%

2nd Quarterly % YTD % Quarter Actual vs. Goal YTD Actual vs. Goal Wholesale Room Nights 40,857 36% 77,692 29%

**Wholesale Room Nights are reported quarterly.

• Solicitation continues ahead of goal for the month and YTD. • Heavy trade show activity March through Q3 will bring leads and room nights to make up current shortfall. • Wholesale room nights continue to exceed goal by a substantial margin.

5 3/15/2017

Promotions

• Nights of Lights Promotions Dec. thru Jan. – Recap attached • Database Marketing – Monthly eNews 115K subscribers • CEO Tourism Advocacy Outreach continues – 2017 update in development • Annual State of the Industry Breakfast – May 17 – Save the Date!

–a

NIGHTS OF LIGHTS Promotional Recap • Event: Nights of Lights • Duration: 12/5/16 to 1/22/17 Results: • Markets: Orlando, Jacksonville, – 20 promos secured Tampa, Miami – 35 weeks on‐air support – 800+ on‐air promos, including recorded + live‐liner mentions – 13.3M impressions reached – $209k worth of exposure negotiated at ZERO cost – 947 new leads/opt‐ins generated at ZERO cost

6 3/15/2017

CEO’s Comments • Attractions attendance reporting system: • Jan +11.6%; YTD ‐5.8% (Based on 13 reporting attractions) • Nights of Lights investments appear to have made the difference facilitating a very rapid recovery following Matthew • Monitoring state legislative challenges to TDT and Visit Florida • Continue to meet with working group to create an Agritourism Corridor in FHC • Contributed to NCAA Golf Championships bid for WGV to host • Facilitating discussions about supplemental transit between beaches and historic district • Have met with prospective city and private industry players • VCB is prepared to assist SJC with communication of off‐beach parking initiative to lodging partners and stakeholders

7 TDC Regular Meeting – March 20, 2017

‐ ACH – Cultural Council Monthly Report (January and February)

St. Johns Cultural Council Paid Digital Media Performance Summary Completion Impressions by Channel Media Channel / Date Range Impressions Clicks CTR Rate Creative January 01/01/17-01/31/17 Display Banners Impressions Clicks Click Rate (CTR) VTR Contextual_Banner_Tier I 185,377 216 0.12% n/a Visual Arts Contextual_Banner_Tier II 334,494 347 0.10% n/a Visual Arts Contextual_Banner_Tier III 162,719 134 0.08% n/a Visual Arts Paid Social Local Network_Banner_Tier I 415,554 353 0.08% n/a Visual Arts Subtotal Local Network_Banner_Tier II 548,227 402 0.07% n/a Visual Arts Local Network_Banner_Tier III 265,234 189 0.07% n/a Visual Arts 12% Display Banners Subtotal 1,911,605 1,641 0.09% n/a

Pre-Roll Video Impressions Clicks Click Rate (CTR) VTR Contextual_Video_Tier I 77,575 239 0.31% 66.2% Visual Arts Contextual_Video_Tier II 72,633 190 0.26% 66.3% Visual Arts Contextual_Video_Tier III 34,715 84 0.24% 66.0% Visual Arts Display Pre-Roll Video Subtotal 184,923 513 0.28% 66.16% Pandora Banners Native Ads Impressions Clicks Click Rate (CTR) VTR Subtotal Subtotal Contextual_Native_Tier I 32,324 76 0.24% n/a Visual Arts 30% Contextual_Native_Tier II 33,994 71 0.21% n/a Visual Arts 51% Contextual_Native_Tier III 18,526 49 0.26% n/a Visual Arts Native Ad Subtotal 84,844 196 0.23% n/a

Pandora Impressions Clicks Click Rate (CTR) VTR Mobile_Audio_Tier I 233,345 170 0.07% n/a Visual Arts Mobile_Audio_Tier II 864,310 698 0.08% n/a Visual Arts Pandora Subtotal 1,097,655 868 0.08% n/a Native Ad Pre-Roll Paid Social Impressions Clicks Click Rate (CTR) VTR Subtotal Video Facebook 415,645 5,568 1.34% 62.33% Instagram 26,286 - - n/a 2% Subtotal Paid Social Subtotal 441,931 5,568 1.26% 5% January Grand Total 3,720,958 8,786 0.24% Proof of Performance Display Banners

Video Pre-Roll Native Ads Pandora

Paid Social

FACEBOOK (97 Goal Completions) Result Rate Post Engagement Total Outbound Ad Name Results (USD) Link Clicks CTR Impressions Engagement Rate Video Views View Rate Page Likes Conversions Clicks Downloads Ensemble Espanol_FB_1.31-2.1 68 Post Engagement 5.02% 8 0.59% 1354 68 5.02% Ensemble Espanol_FB_1.31-2.1 346 Post Engagement 6.96% 18 0.36% 4971 346 6.96% 7 Worley Faver_FB.IG_1.25-1.28 1001 Link Click 0.92% 1001 0.92% 108733 1597 1.47% 37 Worley Faver_FB.IG_1.25-1.28 170 Link Click 0.73% 170 0.73% 23154 353 1.52% 10 National Symphony Orchestra of Ukraine_FB_1.24-1.26 210 Post Engagement 3.81% 26 0.47% 5508 210 3.81% 10 National Symphony Orchestra of Ukraine_FB_1.24-1.26 2108 Post Engagement 10.23% 62 0.30% 20616 2108 10.23% 20 Galleries_FB_1.23-1.24 149 Link Click 1.57% 149 1.57% 9463 340 3.59% 19 Galleries_FB_1.23-1.24 566 Link Click 1.13% 566 1.13% 49986 1335 2.67% 47 Film Festival Itinerary_FB_1.18-1.20 1087 Link Click 1.64% 1087 1.64% 66295 1266 1.91% 8 57 Film Festival Itinerary_FB_1.18-1.20 146 Link Click 2.22% 146 2.22% 6562 217 3.31% 5 Film Festival_FB_1.13-1.15 398 Post Engagement 8.38% 96 2.02% 4749 398 8.38% 14 Film Festival_FB_1.13-1.15 2573 Post Engagement 7.23% 166 0.47% 35576 2573 7.23% 44 Visual Arts Video_FB_1.11-1.14 4,383 Video View 48.82% 283 1.73% 16388 8471 51.69% 8000 54.79% 40 Visual Arts Video_FB_1.11-1.14 27,473 Video View 63.13% 1790 2.87% 62290 41271 66.26% 39322 69.87%

5,568 415,645 60,553 47,322 221 - - 97

INSTAGRAM (-- Goal Completions) Result Rate Post Engagement Ad Name Results (USD) Link Clicks CTR Impressions Engagement Rate Video Views View Rate Page Likes Conversions Conversions Conversions Visual Arts_IG_1.29-1.30 177 Post Engagement 9.78% --- 1809 177 9.78% Visual Arts_IG_1.29-1.30 1208 Post Engagement 18.05% --- 6694 1208 18.05% Film Festival_IG_1.19-1.20 90 Post Engagement 6.13% --- 1469 90 6.13% Film Festival_IG_1.19-1.20 1400 Post Engagement 16.16% --- 8664 1400 16.16% Betty Griffin Exhibit_IG_1.12-1.14 102 Post Engagement 6.33% --- 1612 102 6.33% Betty Griffin Exhibit_IG_1.12-1.14 1054 Post Engagement 17.46% --- 6038 1054 17.46%

26,286 4,031 Unique Circulation visitors/ Date Outlet Topic/Title Outlet Type /Audience month URL 1/1/17 eu jacksonville/eujacksonville.com Event listings Magazine 50,000 http://eujacksonville.com/ Nights of Lights; Chamber Music Project; PV 1/1/17 Buzz Magazine Music Hall Magazine https://issuu.com/iwantabuzz.com/docs/buzzjan_2017_web St. Augustine's Nights of Lights draws 01/02/17 News4jax.com thousands, helps economy Broadcast‐Online 2,074,361 http://www.news4jax.com/news/nights‐of‐lights‐draws‐thousands‐helps‐economy 1/3/17 Florida Times‐Union/Jacksonville.com First Coast Happenings: Madama Butterfly Newspaper 57,996 543,621 http://jacksonville.com/metro/2017‐01‐03/first‐coast‐happenings 1/4/17 Folio Weekly Emma concerts Magazine 51,000 128,820 https://issuu.com/folioweekly/docs/gofolio_010317_sm 1/5/17 Orlando Sentinel/orlandosentinel.com Florida travel calendar for March Newspaper 114,225 3,035,053 http://www.orlandosentinel.com/travel/destinations/florida/orl‐florida‐travel‐calendar‐march‐story.html 1/11/17 Folio Weekly/folioweekly.com PV Concert Hall events Magazine 51,000 128,820 https://issuu.com/folioweekly/docs/folio0111wkl_fullbook_sm 1/18/17 Folio Weekly/folioweekly.com St Augustine Film Fest Magazine 51,000 128,820 http://folioweekly.com/SCREENING‐Process,16821 1/19/17 Visit Florida Black History in St Augustine Media Blog http://www.visitfloridamediablog.com/home/2017/01/19/10186/ 1/19/17 WJCT.org First Coast Connect St. Augustine Film Festival Broadcast‐Radio online http://news.wjct.org/post/1192017‐womens‐march‐washington‐read‐66‐st‐augustine‐film‐festival 1/23/17 Florida Times‐Union/Jacksonville.com Hedda Gabler at Limelight Newspaper 57,996 543,621 http://jacksonville.com/arts/2017‐01‐22/arts‐notes‐jacksonville‐symphony‐will‐perform‐concert‐using‐violins‐hope 1/23/17 Action News Jax CBS47/Fox 30 St Augustine uses Nights of Lights to draw TourBroadcast‐Online 441,597 http://www.actionnewsjax.com/news/local/st‐augustine‐uses‐nights‐of‐lights‐to‐draw‐tourists/487236858 1/25/17 Folio Weekly/folioweekly.com Florida Chamber Music Project‐PV Concert Hal Magazine 51,000 128,820 https://issuu.com/folioweekly/docs/folio0125wkl_fullbook_sm

434,217 7,153,533

Monthly Impressions = 7,587,750 Monthly Placements= 12 YTD Impressions = 34,363,819 YTD Placements =51

Unique Circulation visitors/ Date Outlet Topic/Title Outlet Type /Audience month URL 1/20/17 Florida Times‐Union/Jacksonville.com Stetson Kennedy documentary part of St Augustine Film Festival Newspaper 57,996 543,621 http://jacksonville.com/entertainment/2017‐01‐20/stetson‐kennedy‐documentary‐klandestine‐man‐will‐be‐screened‐saturday‐part 1/20/17 Florida Times‐Union/Jacksonville.com First Coast Happenings: St Augustine Film Festival Newspaper 57,996 543,621 http://jacksonville.com/metro/2017‐01‐21/first‐coast‐happenings 1/30/17 eu jacksonville/eujacksonville.com Review: Hedda Gabler at Limelight Theatre Magazine 50,000 http://eujacksonville.com/2017/01/30/hedda‐gabler‐limelight/ Lucinda Williams‐PVCH; Less Than JakeAmphitheatre; Hedda Gabler‐ 2/1/17 Jacksonville Magazine Limelight; Event listings Magazine 20,593 http://trendmag2.trendoffset.com/publication/?i=380837 2/2/17 Florida Times‐Union/Jacksonville.com Black History Month Calendar: Fort Mose‐Flight to Freedom Newspaper 57,996 543,621 http://jacksonville.com/national/2017‐02‐02/things‐know‐about‐black‐history‐month 2/2/17 First Coast News: Good Morning Jax Back in the Day: Lincolnville's Black History Broadcast‐Online 39,007 http://www.firstcoastnews.com/entertainment/television/programs/gmj/back‐in‐the‐day‐with‐gmj‐lincolnville/395788197 2/5/17 Florida Times‐Union/Jacksonville.com Art Notes/First Coast Happenings: Hedda Gabler at Limelight Theatre Newspaper 57,996 543,621 http://jacksonville.com/arts/2017‐02‐05/arts‐notes‐symphonic‐night‐movies‐will‐feature‐west‐side‐story 2/6/17 Folio Weekly/FolioWeekly.com PVCH‐Richard Thompson; Al di Meola Magazine 51,000 128,820 http://folioweekly.com/Easy‐There‐Steady‐NOW,16948

2/7/17 Florida Times‐Union/Jacksonville.com First Coast Happenings: Hedda Gabler at Limelight Theatre Newspaper 57,996 543,621 http://jacksonville.com/metro/2017‐02‐07/first‐coast‐happenings 2/10/17 Florida Times‐Union/Jacksonville.com First Coast Happenings: Limelight; Gamble Rogers Fest; Emma Concert Newspaper 57,996 543,621 http://jacksonville.com/metro/2017‐02‐10/first‐coast‐happenings 2/12/17 Florida Today/floridatoday.com Authentic Florida: Romantic St. Augustine getaway Newspaper 39,704 851,526 http://www.floridatoday.com/story/life/style/2017/02/10/authentic‐florida‐romantic‐st‐augustine‐getaway/97661966/ 2/11/17 Florida Times‐Union/Jacksonville.com Black History Month Calendar: Fort Mose‐Flight to Freedom Newspaper 57,996 543,621 First Coast Happenings: Hedda Gabler at Limelight Theatre; Emma 2/12/17 Florida Times‐Union/Jacksonville.com Concert Series Newspaper 57,996 543,621 A Woman on the Verge of a Nervous Breakdown; Hedda Gabler at 2/15/17 Folio Weekly/FolioWeekly.com Limelight Theatre Magazine 51,000 128,820 http://folioweekly.com/A‐Woman‐on‐the‐Verge‐of‐A‐Nervous‐BREAKDOWN,17010?category_id=27%2C&sub_type=blogs 2/20/17 Folio Weekly/FolioWeekly.com St Augustine Amphitheatre Punk Rock Bands & PVCH Elizabeth Cook Magazine 51,000 128,820 http://folioweekly.com/Chaos‐X‐Four‐RAD,17039 St Augustine: Civil Rights Battlefield; Four key civil rights figures to be 2/22/17 Florida Times‐Union/Jacksonville.com honored at UNF Film Screening Newspaper 57,996 543,621 http://jacksonville.com/metro/news/2017‐02‐20/four‐key‐civil‐rights‐figures‐be‐honored‐unf‐film‐screening 2/25/17 I Know JAX/iknowjax.com Fun Things to do in March: Calendar of events listings ‐ St Augustine News Web Site http://iknowjax.com/2017/02/fun‐things‐march‐2/ 3/1/17 Jacksonville Magazine Buddy Guy; Chieftans‐Amphitheatre; Wailers‐PVCH; Event listings Magazine 20,593 http://trendmag2.trendoffset.com/publication/?i=388640&pre=1 3/1/17 WJXT TV ‐ River City Live/News4Jax.com African American Heritage Tours in St. Augustine Broadcast‐online 11,150 http://www.news4jax.com/river‐city‐live/african‐american‐heritage‐tours‐in‐st‐augustine 3/1/17 Folio Weekly/FolioWeekly.com St Augustine Seafood Fest; Lucinda Williams @PVCH Magazine 51,000 128,820 https://issuu.com/folioweekly/docs/issuu_022817_sm 3/5/17 Orlando Sentinel/orlandosentinel.com Kids will find more than just history on St. Augustine's menu Newspaper 114,225 3,035,053 http://www.orlandosentinel.com/travel/destinations/florida/st‐augustine/os‐taking‐the‐kids‐st‐augustine‐20170218‐story.html

1,021,236 9,294,448

Monthly Impressions = 10,315,684 Monthly Placements= 21 YTD Impressions = 44,679,503 YTD Placements =72

St. Johns Cultural Council - historiccoastculture.com: Executive Dashboard - Jan 1, 2017 - Jan 31, 2017

Aggregate Traffic Sources Email Direct Entry Banner Native Paid Search Organic Search Pandora Preroll Referring Sites Social Paid Social Mobile Visit Breakdown 14000 Other 12000 0% BlackBerry Android 10000 0% 50%

8000 Windows Phone 6000 0% Windows iOS 49% 4000 1%

2000

Top Campaigns by Targeted Location Tier Jan-2017 Dec-2016 Session Sessio Total Total Campaign Source Tier Visits s with Campaign Source Tier Visits ns with Events Events Event Event jan11 fb-video guide 2,077 90 75 dec21 fb-ctw guide 1,952 188 150 jan18 fb-ctw guide 842 113 88 nights-of-lights adtegrity Tier2 1,674 57 45 jan25 fb-ctw poc 702 23 21 nights-of-lights adtegrity Tier1 1,532 117 25 visual-arts adtegrity Tier2 700 11 9 dec06 fb-cpc event 971 42 32 jan23 fb-ctw general 659 22 18 nights-of-lights adtegrity Tier3 862 17 13 visual-arts adtegrity Tier1 656 9 7 dec18 fb-ctw exhibit 749 32 30 visual-arts adtegrity Tier3 348 6 6 nov30 fb-ctw event 433 26 24 visual-arts centro Tier2 345 38 16 dec16 fb-cpc event 172 8 8 jan13 fb-ppe event 335 35 34 december adtegrity Tier2 113 3 3 aa-journey centro Tier2 127 12 8 december adtegrity Tier1 112 1 1 visual-arts centro Tier1 100 7 6 itineraries hcc itinerary 74 60 27 jan adtegrity (not set) 91 0 0 december adtegrity Tier3 52 0 0 itineraries hcc itinerary 71 77 35 nov27 fb-ctw event 45 0 0 nights-of-lights adtegrity Tier2 35 0 0 festival Adtegrity Tier2 39 0 0 nights-of-lights adtegrity Tier1 25 0 0 festival Adtegrity Tier1 38 0 0 Top Traffic Sources Pages / Bounce Total Sessions Source / Medium Sessions Session Rate Events with Event fb-ctw / pd-social 2,206 1.37 78.06% 158 127 fb-video / pd-social 2,077 1.07 92.44% 90 75 adtegrity / banner 1,459 1.37 77.59% 24 20 floridashistoriccoast.com / referral 1,297 2.43 56.05% 96 82 Constant_Contact / Email 673 2.17 60.77% 84 69 centro / native 444 1.21 85.36% 45 22 fb-ppe / pd-social 335 1.18 84.48% 35 34 adtegrity / preroll 323 1.17 88.24% 2 2 (direct) / (none) 310 4.26 59.68% 72 29 google / organic 263 3.55 63.88% 28 24 centro / pandora 131 2.57 83.21% 12 8 adtegrity / native 102 1.18 91.18% 0 0 hcc / banner 71 2.51 32.39% 77 35 stgeorge-inn.com / referral 37 1.08 91.89% 2 1 stjohnsculture.com / referral 37 6.92 24.32% 17 7 m.facebook.com / referral 34 1.50 79.41% 6 4 bing / organic 32 1.72 71.88% 3 3 fb-ctw / social-pd 19 1.05 94.74% 0 0 l.facebook.com / referral 19 1.00 100.00% 0 0 stfrancisinn.com / referral 19 3.68 36.84% 0 0 yahoo / organic 19 3.32 42.11% 7 7 fb / social 16 1.25 75.00% 1 1 facebook.com / referral 12 1.08 91.67% 0 0 fb-cpc / social-pd 12 1.50 75.00% 0 0 co.st-johns.fl.us / referral 8 1.38 75.00% 1 1

Top Landing Pages

Pages / Bounce Total Sessions Landing Page Visits Visit Rate Events with Event

/categories/visual-arts/ 3,527 1.34 79.70% 110 78 /travel-itineraries/ 3,011 1.15 87.11% 285 201 / 1,950 2.86 57.90% 163 131 /event/saint-augustine-film-festival-2/ 462 1.19 84.63% 45 44 /categories/festivals/ 120 1.68 51.67% 22 19 /categories/performing-arts/ 59 2.76 64.41% 5 4 /categories/living-history/ 52 1.98 44.23% 7 5 /event/anastasia-music-festival/ 44 1.05 75.00% 9 9 /categories/many-cultures/ 43 2.42 37.21% 3 2 /event/first-coast-opera-madama-butterfly/ 38 1.05 78.95% 8 6 /categories/literary-arts/ 37 1.51 64.86% 3 3 /event/human-the-movie/ 32 1.06 93.75% 0 0 /event/st-augustine-celtic-music-heritage-festival-2017/ 31 1.52 87.10% 2 2 /event/history-jews-st-augustine/ 28 1.25 82.14% 1 1 /event/black-white-shades-of-gray/ 25 1.32 68.00% 3 3 /event/florida-chamber-music-project/ 23 1.30 73.91% 2 2 /event/damien-escobar-emmy-award-winning-violinist/ 22 1.09 90.91% 0 0 /event/forward-march-2017-st-augustine-military-ball/ 21 1.05 76.19% 4 4 /organization/ 21 5.90 28.57% 3 2 /event/business-as-a-force-for-good/ 17 1.12 76.47% 3 2 Top US Metro Locations

Pages / Bounce Total Sessions Metro Sessions Session Rate Events with Event

Orlando-Daytona Beach-Melbourne FL 3602 1.31 84.65% 159 134 Jacksonville FL 2504 2.23 69.17% 295 209 Miami-Ft. Lauderdale FL 446 1.29 81.39% 31 23 (not set) 405 1.50 76.79% 46 33 Tampa-St. Petersburg (Sarasota) FL 307 1.58 74.59% 20 18 Atlanta GA 288 1.53 79.17% 27 18 Savannah GA 187 1.28 82.89% 7 6 New York NY 180 1.74 72.22% 23 9 Gainesville FL 175 1.19 85.71% 9 7 Washington DC (Hagerstown MD) 120 2.10 53.33% 2 2 Tallahassee FL-Thomasville GA 88 1.47 76.14% 2 2 San Francisco-Oakland-San Jose CA 77 1.30 85.71% 1 1 Houston TX 70 1.97 42.86% 23 2 Philadelphia PA 69 1.97 63.77% 7 6 Seattle-Tacoma WA 55 1.45 87.27% 1 1 Chicago IL 54 1.78 75.93% 3 2 Indianapolis IN 52 1.29 76.92% 3 3 Boston MA-Manchester NH 50 1.82 66.00% 6 5 West Palm Beach-Ft. Pierce FL 50 1.76 60.00% 8 8 Detroit MI 34 1.38 70.59% 1 1 Ft. Myers-Naples FL 32 2.31 56.25% 9 3 San Antonio TX 32 1.13 84.38% 3 2 Augusta GA 28 1.04 96.43% 0 0 Denver CO 25 1.16 84.00% 2 2 Grand Rapids-Kalamazoo-Battle Creek MI 25 1.52 80.00% 0 0 Raleigh-Durham (Fayetteville) NC 25 2.12 64.00% 2 2 Charlotte NC 24 1.54 75.00% 1 1 Cleveland-Akron (Canton) OH 23 1.96 69.57% 0 0 Dallas-Ft. Worth TX 23 2.00 56.52% 3 3 Nashville TN 23 2.04 65.22% 1 1 Los Angeles CA 22 1.41 90.91% 2 1 Greenville-Spartanburg SC-Asheville NC-Anderson SC 21 2.95 61.90% 3 2 Pittsburgh PA 21 2.29 42.86% 0 0 Baltimore MD 19 2.95 68.42% 0 0 Minneapolis-St. Paul MN 19 4.11 52.63% 2 1 Portland OR 19 1.47 84.21% 1 1 Birmingham AL 17 1.88 82.35% 0 0 Charleston SC 17 1.71 52.94% 4 2 Mobile AL-Pensacola (Ft. Walton Beach) FL 15 3.20 60.00% 3 2 Columbus OH 14 1.86 71.43% 0 0 January 2017 Social Media Performance Report

2/20/2017

Activity Overview

519,050 9,516 6,471 IMPRESSIONS ENGAGEMENTS LINK CLICKS

2 2/20/2017 Audience Growth

Channel Total % Change vs. Total Fans 11,701 + 6.6% Previous Facebook 308 - 7.5% Month Twitter 13 + 425.0% Instagram 399 + 244.0% Total Change 720 + 61.8%

Channel Total % Change vs. Total Fans 3,617 99% Same Facebook 1,798 99% time period Twitter - - last year Instagram - - Total Change 1,798 -

3 2/20/2017

Social Channel Performance

Channel Impressions Results Results Rate Facebook 511,825 8,049 1.57% Instagram - 1,392 - Twitter 7,225 75 1.04% Totals 519,050 9,516

12.2% 14.1% 63% Total Engagementst Total Engagements Total Engagements since last month since last month since last month

4 2/20/2017 Paid Social Performance

FACEBOOK (260 Goal Completions) Result Rate Post Engagement Total Outbound Ad Name Results (USD) Link Clicks CTR Impressions Engagement Rate Video Views View Rate Page Likes Conversions Clicks Downloads Ensemble Espanol_FB_1.31-2.1 68 Post Engagement 5.02% 8 0.59% 1354 68 5.02% 0 Ensemble Espanol_FB_1.31-2.1 346 Post Engagement 6.96% 18 0.36% 4971 346 6.96% 7 Worley Faver_FB.IG_1.25-1.28 1001 Link Click 0.92% 1001 0.92% 108733 1597 1.47% 37 23 23 Worley Faver_FB.IG_1.25-1.28 170 Link Click 0.73% 170 0.73% 23154 353 1.52% 10 National Symphony Orchestra of Ukraine_FB_1.24-1.26 210 Post Engagement 3.81% 26 0.47% 5508 210 3.81% 10 0 National Symphony Orchestra of Ukraine_FB_1.24-1.26 2108 Post Engagement 10.23% 62 0.30% 20616 2108 10.23% 20 Galleries_FB_1.23-1.24 149 Link Click 1.57% 149 1.57% 9463 340 3.59% 19 22 22 Galleries_FB_1.23-1.24 566 Link Click 1.13% 566 1.13% 49986 1335 2.67% 47 Film Festival Itinerary_FB_1.18-1.20 1087 Link Click 1.64% 1087 1.64% 66295 1266 1.91% 8984157 Film Festival Itinerary_FB_1.18-1.20 146 Link Click 2.22% 146 2.22% 6562 217 3.31% 5 Film Festival_FB_1.13-1.15 398 Post Engagement 8.38% 96 2.02% 4749 398 8.38% 14 35 35 Film Festival_FB_1.13-1.15 2573 Post Engagement 7.23% 166 0.47% 35576 2573 7.23% 44 Visual Arts Video_FB_1.11-1.14 4,383 Video View 48.82% 283 1.73% 16388 8471 51.69% 8000 54.79% 82 42 40 Visual Arts Video_FB_1.11-1.14 27,473 Video View 63.13% 1790 2.87% 62290 41271 66.26% 39322 69.87%

5,568 415,645 60,553 47,322 221 260 163 97

26,286 4,031

5 2/20/2017

Facebook

6 2/20/2017 Facebook Audience Engagement

7 2/20/2017

Facebook Video Performance

8 2/20/2017 Facebook Top Post Performance

#1 Post Creative: St. Augustine – Visual Arts – Free Itinerary

Impressions - Reach 3,173 Reactions 236 Comments 60 Engagement 11.0%

9 2/20/2017

Facebook Top Post Performance

#2 Post Creative: National Symphony Orchestra of Ukraine

Impressions - Reach 24,593 Reactions 1,761 Comments 31 Engagement 9.0%

10 2/20/2017 Facebook Top Post Performance

#3 Post Creative: Ensemble Espanol Spanish Dance Theater

Impressions - Reach 15,278 Reactions 908 Comments 20 Engagement 7.5%

11 2/20/2017

Instagram

12 2/20/2017 Instagram Audience Engagement

13 2/20/2017

Instagram Top Posts

14 2/20/2017 Outbound Hashtag Performance

Most Used Hashtags Most Engaged Hashtags #historiccoastculture 9 #historiccoastculture 1,029 #staugustine 8 #staugustine 946 #art 6 #art 864 #visualart 4 #visualart 709 #peopleofculture 1 #peopleofculture 85

15 2/20/2017

Twitter

16 2/20/2017 Twitter Audience Engagement

17 2/20/2017

Twitter Top Post Performance

#1 Post Creative: Florida Bourbon at St. Augustine Distillery

Reach 100 Responses 2 Retweets - Clicks -

18 2/20/2017 Twitter Top Post Performance

#2 Post Creative: #FLTravelChat response to @4jlessad

Reach 3,597 Responses 1 Retweets 1 Clicks -

19 2/20/2017

Glossary

20 2/20/2017 General Terms

• Impressions: Number of times Paid Ad was displayed by Social site • Reach: % of Unique Users that view an ad (now available on Facebook, Twitter and Instagram) • Paid Engagements (total of the following): – Post Reactions (like, love, favorite, etc.) – Post Comments/Replies – Post Shares/Retweets/Regrams/Repins – Photo Views/Media Engagements: Clicks to expand/view photos or play videos – Link Clicks: Clicks on URLs in copy – Button Clicks: Clicks on Call-to-Action button (e.g. Learn More) – Video Views: videos viewed for more than 3-seconds – Video Completion Rate: Total number of views to 100%/Total number of Views = VCR • Amount Spent: media cost • Event Responses: RSVPs to promoted event • Acquisition: New Fans/Pages Likes/Followers • Conversions: Off-platform, floodlight tracked user actions (e.g. Landing Page Visits, Form Fill Completions, Itinerary Downloads, Coupon Downloads)

21 2/20/2017

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From: andy Sent: Monday, March 13, 2017 7:46 AM To: Dena Masters; Tera Meeks Subject: Historic Coast Culture Wash post item

Please add to the TDC packet.

February was an exciting month for SJCC public relations. We arranged for a writer with the Washington Post to visit St. Augustine, as part of a story on a “Florida Distilleries road trip”, which highlights the state’s distilleries, and what else to do in towns while visiting. The writer was able to explore St. Augustine for the first time, with a personalized Historic Coast Culture Itinerary, and explored its museums, history and culinary scene during his two‐day visit. The article will appear in the coming months as he finishes his tour of Florida.

Additionally, 2016 FAM writer Robin Draper published a story on “Romantic St. Augustine” which appeared on her blog, as well as newspaper Florida Today.

We also had fantastic coverage of the Limelight Theater’s production of Hedda Gabler, with full reviews in Folio Weekly and EU Jacksonville.

Finally, we pitched, arranged and filmed two segments with River City Live – both focusing on St. Augustine’s rich African American Heritage. The first segment focused on the Lincolnville Museum and Black Heritage Tours, while the second highlighted the Lincolnville Museum’s upcoming Doug Carn Jazz Series – “A Century of Jazz.”

1 TDC Regular Meeting – March 20, 2017

‐ TDC Year to Date Financials Revenue/Expenses

FY2017 MONTHLY LOTDT DASHBOARD Month Net to TDC +/‐ PY January $ 680,039 8.3% FYTD $ 2,588,258 ‐2.00% % OF BUDGET 33.0% % OF FY 25.02%

BUDGETED $10,346308 NET

ST. JOHNS COUNTY TOURIST DEVELOPMENT TAX FISCAL YEAR 2016 OCCUPANCY/REPORTING MONTH OCT % PY NOV % PY DEC % PY JAN % PY FEB % PY MAR % PY APR % PY MAY % PY JUN % PY JUL % PY AUG % PY SEP % PY YTD % PY GROSS RECEIPTS $ 19,012,628 33.7% $ 15,942,186 1.5% $ 17,928,436 11.2% $ 18,735,859 9.8% $22,204,245 9.6% $ 29,603,114 9.6% $ 22,616,708 ‐7.2% $ 26,926,729 8.7% $ 26,352,268 2.7% $ 32,248,677 14.5% $ 17,961,504 ‐7.2% $ 15,913,864 5.0% $ 265,446,218 7.1% EXEMPT RECEIPTS $ (1,082,146) 6.9% $ (894,466) 8.5% $ (934,308) ‐0.8% $ (908,215) ‐7.2% ($1,123,292) 19.8% $ (1,083,904) ‐14.3% $ (901,187) ‐16.8% $ (1,286,570) 42.6% $ (932,584) ‐23.3% $ (1,079,011) 1.4% $ (1,049,873) 9.4% $ (862,244) 3.9% $ (12,137,799) 1.0% TAXABLE RECEIPTS $ 17,930,481 35.8% $ 15,047,720 1.2% $ 16,994,128 12.0% $ 17,827,644 10.9% $ 21,080,953 9.1% $ 28,519,210 10.8% $ 21,715,521 ‐6.8% $ 25,640,160 7.4% $ 25,419,685 4.0% $ 31,169,667 15.0% $ 16,911,631 ‐8.1% $ 15,051,621 5.1% $ 253,308,420 19.8% TOTAL TAX COLLECTED $ 717,219 35.8% $ 601,909 1.2% $ 679,765 12.0% $ 713,106 10.9% $ 843,238 9.1% $ 1,140,768 10.8% $ 868,621 ‐6.8% $ 1,025,606 7.4% $ 1,016,787 4.0% $ 1,246,787 15.0% $ 676,465 ‐8.1% $ 602,065 5.1% $ 10,132,337 7.4% ADJUSTMENTS $ ‐ $ ‐ TOTAL TAX DUE $ 717,219 35.8% $ 601,909 1.2% $ 679,765 12.0% $ 713,106 10.9% $ 843,238 9.1% $ 1,140,768 10.8% $ 868,621 ‐6.8% $ 1,025,606 7.4% $ 1,016,787 4.0% $ 1,246,787 15.0% $ 676,465 ‐8.1% $ 602,065 5.1% $ 10,132,337 7.4% LESS COLLECTION ALLOWANCE $ (4,156) 13.2% $ (3,854) 1.1% $ (4,383) 9.5% $ (4,221) 0.4% ($4,678) 4.6% $ (5,307) 7.6% $ (4,883) ‐0.7% $ (4,712) ‐1.6% $ (5,353) 4.7% $ (5,581) 8.1% $ (4,402) 1.0% $ (3,915) ‐4.0% $ (55,444) 3.6% PLUS PENALTY $ 100 $ 295 $ 50 $ 126 $250 $ 369 $ 698 $ 357 $ 225 $ ‐ $ 476 $ 50 $ 2,996 4.8% PLUS INTEREST $ 4 $ 8 $ ‐ $ 12 $ 4 $ 21 $ ‐ $ 9 $ 1 $ ‐ $ 124 $ 9 $ 190 TOTAL AMOUNT REMITTED $ 713,167 35.9% $ 598,358 1.2% $ 675,432 11.9% $ 709,023 10.9% $ 838,814 9.1% $ 1,135,852 10.8% $ 864,436 ‐6.7% $ 1,021,260 7.5% $ 1,011,660 4.0% $ 1,241,206 15.0% $ 672,664 ‐8.1% $ 598,208 5.1% $ 10,080,079 7.4% LESS TAX COLLECTOR & CLERK $ (14,263.3) 35.9% $ (11,967) 1.2% $ (13,509) 11.9% $ (14,180) 10.9% $ (16,776) 9.1% $ (22,717) 10.8% $ (17,289) ‐6.7% $ (20,425) 7.5% $ (20,233) 4.0% $ (24,824) 15.0% $ (13,453) ‐8.1% $ (11,964) 5.1% $ (201,602) 7.4% NET TO TDC $ 698,904 35.9% $ 586,391 1.2% $ 661,923 11.9% $ 694,843 10.9% $ 822,038 9.1% $ 1,113,134 10.8% $ 847,147 ‐6.7% $ 1,000,835 7.5% $ 991,427 4.0% $ 1,216,382 15.0% $ 659,211 ‐8.1% $ 586,244 5.1% $ 9,878,478 7.4%

ST. JOHNS COUNTY TOURIST DEVELOPMENT TAX FISCAL YEAR 2017 OCCUPANCY/REPORTING MONTH OCT % PY NOV % PY DEC % PY JAN % PY FEB % PY MAR % PY APR % PY MAY % PY JUN % PY JUL % PY AUG % PY SEP % PY YTD % PY GROSS RECEIPTS $ 15,093,617 ‐20.6% $ 17,510,008 9.8% $ 19,598,569 9.3% $ 18,495,493 ‐1.3% $ 70,697,687 EXEMPT RECEIPTS $ (973,982) ‐10.0% $ (1,095,114) 22.4% $ (1,186,699) 27.0% $ (1,057,274) 16.4% $ (4,313,069) TAXABLE RECEIPTS $ 14,119,635 ‐21.3% $ 16,414,895 9.1% $ 18,411,870 8.3% $ 17,438,219 ‐2.2% $ 66,384,618 TOTAL TAX COLLECTED $ 564,785 ‐21.3% $ 656,596 9.1% $ 736,475 8.3% $ 697,529 ‐2.2% $ 2,655,385 ADJUSTMENTS $ ‐ $ ‐ $ ‐ TOTAL TAX DUE $ 564,785 ‐21.3% $ 656,596 9.1% $ 736,475 8.3% $ 697,529 ‐2.2% $ 2,655,385 LESS COLLECTION ALLOWANCE $ (3,436) ‐17.3% $ (3,914) 1.5% $ (4,078) ‐7.0% $ (4,099) ‐2.9% $ (15,527) PLUS PENALTY $ 200 $ 306 $ 200 $ 462 $ 1,168 PLUS INTEREST $ 16 $ 12 $ ‐ $ 26 $ 54 TOTAL AMOUNT REMITTED $ 561,566 ‐21.3% $ 653,001 9.1% $ 732,596 8.5% $ 693,917 ‐2.1% $ 2,641,080 LESS TAX COLLECTOR & CLERK $ (11,231) ‐21.3% $ (13,060) 9.1% $ (14,652) 8.5% $ (13,878) ‐2.1% $ (52,822) NET TO TDC $ 550,334 ‐21.3% $ 639,941 9.1% $ 717,944 8.5% $ 680,039 ‐2.1% $ 2,588,258

FY 2016‐17 TOURIST DEVELOPMENT TAX REMITTED BY ZIP CODE ST. JOHNS COUNTY TOURIST DEVELOPMENT COUNCIL

Anastasia Island Ponte Vedra Beach St. Augustine/Villano/N. Bch Shores/South/207 WGV + west of I95 I95&SR16 + Palencia Other 32080 % TTL +/‐ PY 32082 % TTL +/‐ PY 32084 % TTL +/‐ PY 32086 % TTL +/‐ PY 32092 % TTL +/‐ PY 32095 % TTL +/‐ PY 92+95 OTHER % TTL +/‐ PY TOTAL Fiscal Year 2016 OCT $ 177,217 24.8% 22.1% $ 181,653 25.5% 85.5% $ 259,965 36.5% 20.9% $ 2,328 0.3% 19.8% $ 80,803 11.3% 59.0% $ 10,715 1.5% ‐7.7% 12.8% $ 487 0.1% ‐80.2% $ 713,167 NOV $ 140,574 23.5% 9.4% $ 143,885 24.0% ‐25.6% $ 242,302 40.5% 16.7% $ 2,781 0.5% 18.5% $ 54,422 9.1% 13.5% $ 9,004 1.5% 3.8% 10.6% $ 5,390 0.9% 108.5% $ 598,358 DEC $ 187,127 27.7% 21.4% $ 114,651 17.0% 0.2% $ 301,002 44.6% 13.3% $ 3,637 0.5% 31.7% $ 54,030 8.0% 2.2% $ 11,443 1.7% 10.5% 9.7% $ 3,543 0.5% 7.6% $ 675,432 JAN $ 216,104 30.5% 4.2% $ 153,606 21.7% 21.5% $ 257,753 36.4% 10.3% $ 4,728 0.7% 18.3% $ 63,506 9.0% 16.2% $ 10,167 1.4% 6.6% 10.4% $ 3,159 0.4% ‐11.8% $ 709,023 FEB $ 282,054 33.6% 5.4% $ 177,910 21.2% 19.9% $ 286,751 34.2% 7.7% $ 5,445 0.6% 29.0% $ 68,532 8.2% 5.7% $ 13,938 1.7% 8.1% 9.8% $ 4,183 0.5% ‐4.6% $ 838,814 MAR $ 396,265 34.9% 13.0% $ 227,978 20.1% 3.2% $ 381,383 33.6% 9.1% $ 7,440 0.7% 23.8% $ 97,838 8.6% 30.2% $ 19,800 1.7% 14.3% 10.4% $ 5,148 0.5% ‐0.5% $ 1,135,852 APR $ 296,629 34.3% ‐0.3% $ 135,938 15.7% ‐44.5% $ 326,904 37.8% 10.2% $ 5,370 0.6% 50.2% $ 80,773 9.3% 22.8% $ 14,388 1.7% 0.7% 11.0% $ 4,434 0.5% 2.7% $ 864,436 MAY $ 277,213 27.1% ‐2.6% $ 370,832 36.3% 33.1% $ 291,173 28.5% 2.2% $ 3,777 0.4% 53.8% $ 63,731 6.2% ‐22.9% $ 13,244 1.3% ‐0.6% 7.5% $ 1,289 0.1% ‐64.6% $ 1,021,259 JUN $ 428,109 42.3% 4.0% $ 215,574 21.3% 0.0% $ 285,530 28.2% 7.5% $ 2,704 0.3% ‐3.0% $ 62,072 6.1% ‐3.1% $ 10,519 1.0% 6.8% 7.2% $ 7,152 0.7% 97.3% $ 1,011,660 JUL $ 570,708 46.0% 14.6% $ 231,826 18.7% 5.1% $ 333,957 26.9% 12.0% $ 3,899 0.3% 60.9% $ 79,476 6.4% 85.1% $ 16,377 1.3% 24.0% 7.7% $ 4,963 0.4% 12.4% $ 1,241,206 AUG $ 240,418 35.7% ‐7.9% $ 142,532 21.2% ‐11.5% $ 227,310 33.8% 2.3% $ 2,100 0.3% 40.9% $ 48,315 7.2% ‐34.2% $ 9,155 1.4% 1.9% 8.5% $ 2,834 0.4% ‐19.9% $ 672,664 SEP $ 190,477 31.8% 3.0% $ 140,886 23.6% 1.0% $ 205,887 34.4% 0.7% $ 2,109 0.4% 26.8% $ 46,163 7.7% 74.6% $ 9,114 1.5% 2.7% 9.2% $ 3,573 0.6% 14.0% $ 598,208 FY YTD $ 3,402,894 33.8% 6.6% $ 2,237,272 22.2% 3.5% $ 3,399,917 33.7% 9.3% $ 46,317 0.5% 29.8% $ 799,659 7.9% 14.0% $ 147,864 1.5% 6.4% 9.4% $ 46,155 0.5% 4.5% $ 10,080,079

2016 OCC. MNTH H/M % PV+‐ Condo % PV+‐ Apts % PV+‐ Camp % PV+‐ B&B % PV+‐ TOTAL October $ 530,108 74.3% 40.5% $ 101,322 14.2% 26.9% $ 24,352 3.4% 46.7% $ 15,545 2.2% 13.0% $ 41,840 5.9% 12.1% $ 713,166.98 November $ 439,449 73.4% ‐0.2% $ 79,227 13.2% ‐1.4% $ 21,026 3.5% ‐5.2% $ 17,631 2.9% 24.4% $ 41,025 6.9% 20.6% $ 598,357.72 December $ 474,293 70.2% 11.4% $ 105,999 15.7% 14.7% $ 25,791 3.8% 16.1% $ 19,888 2.9% 12.3% $ 49,460 7.3% 8.6% $ 675,431.84 2016 January $ 463,425 65.4% 12.4% $ 162,214 22.9% 8.1% $ 23,922 3.4% 6.9% $ 19,142 2.7% 6.9% $ 40,321 5.7% 10.9% $ 709,023.05 February $ 542,410 64.7% 10.5% $ 200,497 23.9% 5.0% $ 30,415 3.6% 31.4% $ 22,343 2.7% ‐12.0% $ 43,149 5.1% 12.4% $ 838,814.01 March $ 744,956 65.6% 9.9% $ 251,872 22.2% 8.5% $ 43,496 3.8% 34.2% $ 39,076 3.4% 31.5% $ 56,451 5.0% 6.8% $ 1,135,851.53 April $ 570,190 66.0% ‐8.8% $ 184,732 21.4% ‐5.3% $ 38,503 4.5% 5.2% $ 25,007 2.9% ‐0.4% $ 46,004 5.3% 2.7% $ 864,436.19 May $ 737,422 72.2% 10.6% $ 178,223 17.5% ‐6.5% $ 39,228 3.8% 24.0% $ 23,345 2.3% 20.8% $ 43,042 4.2% 3.3% $ 1,021,259.90 June $ 567,229 56.1% 4.5% $ 322,260 31.9% 1.4% $ 61,124 6.0% 17.4% $ 18,935 1.9% ‐0.1% $ 42,112 4.2% 1.0% $ 1,011,660.40 July $ 678,903 54.7% 15.9% $ 420,247 33.9% 10.8% $ 75,961 6.1% 38.4% $ 21,739 1.8% 15.0% $ 44,356 3.6% 8.5% $ 1,241,206.42 August $ 429,021 63.8% ‐6.5% $ 164,776 24.5% ‐12.5% $ 33,349 5.0% ‐20.8% $ 12,399 1.8% ‐1.1% $ 33,119 4.9% 11.0% $ 672,663.89 September $ 417,302 69.8% 8.8% $ 113,751 19.0% ‐1.2% $ 25,044 4.2% 8.4% $ 13,172 2.2% 2.7% $ 28,940 4.8% ‐15.5% $ 598,207.99

2017 OCC. MNTH H/M % PV+‐ Condo % PV+‐ Apts % PV+‐ Camp % PV+‐ B&B % PV+‐ TOTAL October $ 441,925 78.7% ‐16.6% $ 71,284 12.7% ‐29.6% $ 18,926 3.4% ‐22.3% $ 7,297 1.3% ‐53.1% $ 22,133 3.9% ‐47.1% $ 561,565.57 November $ 493,630 75.6% 12.3% $ 85,426 13.1% 7.8% $ 20,211 3.1% ‐3.9% $ 19,131 2.9% 8.5% $ 34,603 5.3% ‐15.7% $ 653,000.57 December $ 527,023 71.9% 11.1% $ 110,864 15.1% 4.6% $ 26,893 3.7% 4.3% $ 22,633 3.1% 13.8% $ 45,183 6.2% ‐8.6% $ 732,596.38 2017 January $ 481,323 69.4% 3.9% $ 124,352 17.9% ‐23.3% $ 22,643 3.3% ‐5.3% $ 23,026 3.3% 20.3% $ 42,572 6.1% 5.6% $ 693,917.29 February $ ‐ $ - $ ‐ March $ ‐ $ ‐ $ ‐ April $ ‐ $ ‐ $ ‐ May $ ‐ $ ‐ $ ‐ June $ ‐ $ ‐ $ ‐ July $ ‐ $ ‐ $ ‐ August $ ‐ $ ‐ $ ‐ September $ ‐ $ ‐ $ ‐ DESTINATION MARKETING FY17 ADOPTED BUDGET As 3/1/17 EXPENSE BUDGET BCC Approved CURRENT LINE FY17 YTD Exp

PERSONNEL SVCS 51000$ 1,081,333 $ 493,921 PROFESSIONAL FEES 53100$ 28,000 $ 7,759 CONTRACTUAL SERVICES 53120$ 16,830 $ 4,370 SJC INDIRECT FEES 53401$ 14,261 $ 5,942 JIA INFO BOOTH 53702$ 8,500 $ 7,623 TRAVEL & PER DIEM 54000$ 85,000 $ 26,461 TRADE SHOWS & CONVENTIONS 54010$ 120,000 $ 62,666 COMMUNICATIONS 54100$ 35,000 $ 5,310 INQUIRY SERVICES 54102$ 70,000 $ 15,129 POSTAGE 54110$ 77,000 $ 15,103 INQ SVS MAIL FULFILLMENT 54112$ 8,000 $ ‐ UTILITIES 54300$ 6,000 $ 1,984 LEASE/RENTAL EQUIPMENT 54400$ 3,000 $ 893 LEASE/RENTAL BUILDING 54401$ 48,000 $ 20,000 INSURANCE 54500 $ ‐ $ ‐ EQUIPMENT MAINTENANCE 54601$ 2,500 $ 75 PUBLIC RELATIONS 54804$ 175,000 $ 37,245 PR ‐ IN HOUSE 54805$ 89,000 $ 17,978 SALES MISSIONS 54806$ 15,000 $ 4,450 ADVERTISING 54900$ 4,015,269 $ 1,435,115 OFFICE SUPPLIES 55100$ 6,000 $ 1,436 SOFTWARE 55102$ 3,500 $ 89 COMPUTER SUPPLIES 55103$ 2,000 OPERATING SUPPLIES 55200$ 7,800 $ 1,360 TRAINING 55401$ 5,000 $ 945 DUES & MEMBERSHIPS 55405$ 35,000 $ 10,142 COMPUTER EQUIP 56401$ 3,500 OFFICE EQUIPMENT 56403$ 3,500 $ ‐ TOTAL EXPENSE$ 5,963,993 $ 2,175,996 ARTS/CUTLURE & HERITAGE FY2017 ADOPTED BUDGET

EXPENSE BUDGET BCC Approved CURRENT LINE FY17 YTD EXP As of 3/1/17 PERSONNEL SERVICES 51000$ 209,560 $ 85,559 PROFESSIONAL FEES 53100$ 195,000 $ 49,114 CONTRACTUAL SERVICES 53120$ 18,000 $ ‐ CONSULTING SERVICES 53150$ 12,000 $ 4,300 INDIRECT ADMIN 53401$ 12,128 $ 5,053 ACH GRANTS (CAT 2) 53728$ 583,000 $ 87,293 TRAVEL AND PER DIEM 54000$ 8,000 $ 1,790 TRADESHOWS/CONVENTIONS 54010$ 10,000 $ ‐ COMMUNICATIONS 54100$ 2,500 $ 719 POSTAGE 54110$ 250 $ 6 INQUIRY SERVICES/MAIL FULFILLMENT 54112$ 1,000 $ ‐ UTILITIES 54300$ 2,500 $ 842 LEASE/RENTAL OF EQUIPMENT 54400$ 1,000 $ 318 BULDING RENTAL/LEASE 54401$ 25,500 $ 9,750 INSURANCE (COUNTY LIABILITY) 54500 $ ‐ $ ‐ SPECIAL EVENTS 54801$ 250,000 $ 1,200 PUBLIC RELATIONS 54804$ 26,000 $ ‐ IN HOUSE/PUBLIC RELATIONS 54805$ 5,300 $ ‐ SALES MISSIONS 54806$ 2,500 $ ‐ ADVERTISING 54900$ 880,590 $ 140,394 OFFICE SUPPLIES 55100$ 1,800 $ 71 SOFTWARE 55102$ 800 $ ‐ COMPUTER SUPPLIES 55103$ 1,300 $ 230 OPERATING SUPPLIES 55200$ 250 $ ‐ DUES AND MEMBERSHIPS 55405$ 5,500 $ 2,541 COMPUTER EQUIPMENT 56403 $ ‐ $ ‐ TRANSFER TO FUNDS 59100$ 150,000 $ 150,000 TOTAL EXPENSES $ 2,404,478 $ 539,180 LEISURE & RECREATION FY17 ADOPTED BUDGET As OF 3/1/17 EXPENSE BUDGET BCC Approved CURRENT LINE FY16 YTD LEISURE & RECREATION REGULAR SALARIES AND WAGES 51200$ 9,987 $ 3,725 OVERTIME EMPLOYEES 51400$ 45,000 $ 8,639 FICA / MEDICARE TAXES 52100$ 4,207 $ 916 RETIREMENT CONTRIBUTIONS 52200$ 5,641 $ 1,348 OPEB CONTRIBUTIONS 52202$ 120 $ 242 LIFE & HEALTH INSURANCE 52300$ 1,476 $ 2,413 WORKMANS COMP 52400$ 332 $ 327 CONTRACTUAL SERVICES 53120$ 12,500 $ ‐ CONSULTING SERVICES 53150$ 50,000 $ 7,713 ENGINEERING SERVICES 53180 $ ‐ $ ‐ INDIRECT ADMIN 53401$ 47,603 $ 19,835 SPORTS MARKETING 53705$ 170,000 $ 25,000 BEACH MAINTENANCE 53710$ 320,000 $ 68,925 DUNE WALK‐OVERS 53711$ 150,000 $ 2,545 TRIPLE CROWN 53715$ 40,000 $ ‐ RENOURISHMENT / DREDGING 53717 $ ‐ $ ‐ BUILDING MAINTENANCE 54600 $ ‐ $ ‐ OTHER MAINTENANCE 54603 $ ‐ $ ‐ HCP MAINTENANCE 54616$ 20,000 $ ‐ DEFERRED MAINTENANCE 54618 $ ‐ $ ‐ ADVERTISING 54900$ 50,000 $ 2,250 OTHER GRANT EXPENDITURES 55306 $ ‐ $ ‐ BUILDING IMPROVEMENTS 56300 $ ‐ IMPROVEMENTS O/T BUILDING 56301$ 151,664 $ 30,955 EQUIPMENT 56400 $ ‐ TRANSFER TO FUNDS (Renourishment) 59100$ 1,349,344 $ 1,017,481 County Pier Beach Maintenance TOTAL EXPENSE$ 2,427,874 $ 1,192,313 ADMIN & SPECIAL USES FY16 ADOPTED BUDGET AS OF 3/1/17 EXPENSE BUDGET BCC Approved CURRENT LINE FY17 YTD EXP ADMIN & SPECIAL USES SALARIES 51200$ 167,535 $ 60,776 TEMPORARY STAFF 51302$ 80,000 $ 19,252 FICA 52100$ 12,816 $ 4,535 RETIREMENT 52200$ 12,783 $ 8,860 OPEB 52202$ 3,600 $ 1,424 LIFE/HEALTH INSUR 52300$ 34,344 $ 13,966 WORKERS COMP 52400$ 338 $ 83 PROFESSIONAL FEES/RESEARCH 53100$ 181,765 $ 26,115 CONTRAC SVCS 53120$ 135,000 $ 191 INDIRECT ADMIN COST 53401$ 133,684 $ 55,702 HOLIDAY LIGHTING 53708$ 60,000 $ ‐ VISITOR INFORMATION CENTERS 53727$ 335,920 $ 102,798 TRAVEL 54000$ 3,000 $ ‐ COMMUNICATIONS 54100$ 6,000 $ 2,464 POSTAGE 54110$ 250 $ 11 INSURANCE 54500$ 5,872 $ ‐ VEHICLE MAINT. 54602$ 615 SPECIAL EVENTS 54801$ 156,000 $ 30,000 ADVERTISING 54900$ 263,000 $ 6,683 OFFICE SUPPLIES 55100$ 5,500 $ ‐ SOFTWARE 55102$ 3,000 $ ‐ OPERATING SUPPLIES 55200$ 5,500 $ ‐ GAS, OIL & LUBRICANTS 55201$ 2,100 DUES/MEMBERSHIP 55405$ 1,000 $ 395 COMPUTER EQUIPMENT 56403 $ ‐ $ ‐ CAPITAL VEHICLES 56415$ 21,000 AIDE TO PRIVIATE ORG (TPC) 58200$ 250,000 $ ‐ TRANSFER TO FUNDS 59100$ 464,512 $ 340,717 TOTAL$ 2,345,134 $ 673,973