VCB Report to the Tourism Development Council July 20, 2020 Smith Travel Research May 2020 FY 2020 Running 12 Months Occupancy (%) Mar Apr May 2018 2019 2020 This Year 44.4 15.5 36.3 66.2 66.5 56.1 Last Year 82.2 74.0 68.1 65.7 66.2 66.5 Percent Change -46.0 -79.0 -46.7 0.8 0.3 -15.6

FY 2020 Running 12 Months ADR Mar Apr May 2018 2019 2020 This Year 153.33 77.65 108.45 137.76 141.96 136.22 Last Year 172.53 155.03 149.07 131.66 137.76 141.96 Percent Change -11.1 -49.9 -27.2 4.6 3.0 -4.0

FY 2020 Running 12 Months RevPAR Mar Apr May 2018 2019 2020 This Year 68.04 12.07 39.37 91.25 94.35 76.43 Last Year 141.80 114.72 101.57 86.55 91.25 94.35 Percent Change -52.0 -89.5 -61.2 5.4 3.4 -19.0

FY 2020 Running 12 Months Supply Mar Apr May 2018 2019 2020 This Year 194,649 165,900 172,081 2,188,071 2,250,012 2,246,889 Last Year 194,680 188,400 194,680 2,127,398 2,188,071 2,250,012 Percent Change 0.0 -11.9 -11.6 2.9 2.8 -0.1

FY 2020 Running 12 Months Demand Mar Apr May 2018 2019 2020 This Year 86,374 25,784 62,475 1,449,290 1,495,481 1,260,583 Last Year 159,995 139,413 132,652 1,398,532 1,449,290 1,495,481 Percent Change -46.0 -81.5 -52.9 3.6 3.2 -15.7

FY 2020 Running 12 Months Revenue Mar Apr May 2018 2019 2020 This Year 13,243,440 2,002,103 6,775,641 199,655,559 212,296,183 171,720,076 Last Year 27,604,680 21,613,784 19,774,349 184,126,555 199,655,559 212,296,183 Percent Change -52.0 -90.7 -65.7 8.4 6.3 -19.1 Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited. Smith Travel Research May 2020

Current Month May 2020 vs May 2019 Occ % ADR Percent Change from May 2019 Room 2020 2020 Occ ADR RevPAR Rev Hillsborough County, FL 30.4 77.61 -58.0 -35.4 -72.9 -72.3 Nassau County, FL 39.9 181.44 -47.8 -22.9 -59.7 -57.9 Pinellas County, FL 41.5 117.72 -44.4 -21.8 -56.5 -57.3 St Johns County, FL 36.3 108.45 -46.7 -27.2 -61.2 -65.7

Charleston, SC 35.5 93.33 -55.3 -42.3 -74.2 -74.3 Jacksonville, FL 42.1 90.36 -43.8 -27.2 -59.1 -59.6 Myrtle Beach, SC 39.6 117.98 -41.4 -12.6 -48.7 -50.6 Orlando, FL 22.8 64.68 -69.5 -46.8 -83.7 -91.0 Sarasota-Bradenton, FL 35.6 108.64 -45.2 -14.9 -53.4 -52.8 Savannah, GA 38.4 81.27 -50.3 -35.4 -67.9 -68.0

Fort Walton Beach, FL 46.3 150.25 -35.0 -14.6 -44.5 -42.7 Daytona Beach, FL 43.5 103.79 -33.3 -8.8 -39.1 -40.8

Zip Code 32084+ 35.3 101.31 -48.5 -26.3 -62.0 -62.0 Zip Code 32080+ 45.6 120.54 -34.5 -17.4 -45.9 -45.9 Zip Code 32092+ 31.6 66.62 -49.2 -39.8 -69.4 -74.5

Source: STR, Inc. Republication or other re-use of this data without the express written permission of STR is strictly prohibited. AllTheRooms.com Analytics June 2020

Supply Gross Revenue Totals Totals Total 5,372$ 12,340,493

Entire Market Occupancy ADR RevPAL Supply Demand Total 57.4% $227.28$ 130.49 5,372 54,296 Entire Home 58.4% $1,092.79$ 638.02 5,116 52,288 Private Room 40.6% $99.84$ 40.49 253 2,008 Shared Room 0.0% $0.00 $0.00 3 0

* Air BnB combined with HAVRBO/Home Away AllTheRooms.com Analytics June 2020

Area Comparison Occupancy ADR RevPAL Supply Demand 32080 56% $223.42 $126.06 3,226 29,924 32082 71% $405.43 $288.58 446 3,853 32084 69% $202.93 $139.69 1,230 15,523 32092 52% $158.23 $82.81 242 2,027

* Air BnB combined with HAVRBO/Home Away Bed Tax Collections

May (Net Collections)$ 424,309 -59%

YTD Net Collections May$ 5,828,790 -26%

YTD Collections by Area May YTD Anastasia Island and St. Augustine Beach (32080) 45% 35% Ponte Vedra Beach (32082) 14% 19% St. Augustine, Vilano and North Beach (32084) 34% 37% St. Augustine Shores/South/207 (32086) 1% 1% World Golf Village and west of I-95 (32092) 5% 7% I-95&SR 16/Palencia (32095) 0.1% 1% Other 0.4% 0.5% VIC Visitation May 2020 *Note that Visitors Centers were closed due to COVID‐19 safety guidelines until mid‐May, Jax Airport remained closed.

SJCC-PVBD Visitor & Information Center

% of Total May 2020 May 2019 Visitors FYTD 2020 FYTD 2019 Total FY 2019 Total Visitors 6 40 0.13% 236 370 560

City of St. Augustine Downtown Visitors Center

% of Total May 2020 May 2019 Visitors FYTD 2020 FYTD 2019 Total FY 2019 Total Visitors 3,580 40,475 77% 279,981 366,868 519,490

St. Augustine Beach Visitors Center

% of Total May 2020 May 2019 Visitors FYTD 2020 FYTD 2019 Total FY 2019 Total Visitors 1,078 6,300 23% 23,271 40,309 60,350

Jacksonville Airport Visitor Information Center

% of Total May 2020 May 2019 Visitors FYTD 2020 FYTD 2019 Total FY 2019 Total Visitors 0 1,541 0% 6,892 13,831 19,174

Total Inquiries at Visitors Centers May 2020 May 2019 FYTD 2020 FYTD 2019 Total FY 2019 4,664 48,356 310,380 421,378 599,574 Departmental Reports Social Media May 2020 Social Media YOY Change Facebook Fans added In May 376 Total Facebook Fans 513,603 2% Facebook Impressions 6,130,524 Engagement Rate 8.56% Reach 1,676,165

Twitter Twitter Followers 13,354 6% Twitter Impressions 134,596

Instagram Instagram Followers 30,145 43% Instagram Impressions 288,695

YouTube Views To Date 345,564 12%

* Changes in Facebook’s algorithm continues to impact followers, reach, impressions and engagement Communications Summary

MayFYTD FYTD 19 Total Impressions 1,157,133,745 11,519,175,298 49,379,744,532 -77%

VCB Supported Stories 64 148 170 -13% in publication or broadcasted Sales Measurement Summary

Monthly % YTD % May Actual vs Goal YTD Actual vs Goal Solicitation Emails/Calls 283 65% 1,325 26% Total Leads Distributed 13 -62% 252 -30% Lead Room Nights 10,638 -12% 85,876 -12%

May leads issued were down due to the impact of COVID-19 though room nights issued were significantly improved over April. Solicitation calls and emails were up 65% to goal for the month through targeted sales activity. Promotions

SALEM RADIO ATLANTA “SAVE THE CHILDREN” COVID-19 FUNDRAISER PROMOTIONS • Completed five promotions for Atlanta radio station WFSH-FM 104.7 which ran April 30-May 14, 2020 and included pre-recorded/live on-air mentions, in-studio appearance and destination interviews via Zoom, social media, website, and e-blasts. Five 3 day/2 night sweepstakes packages for two guests each were given away and included lodging and attraction tickets, for travel by May 2021. iHEART RADIO ATLANTA “NATIONAL NURSES DAY” PROMOTIONS • Completed two radio promotion packages for Atlanta radio stations WUBL-FM and WWPW-FM which ran April 30- May 6, 2020 and included pre-recorded/live on-air mentions, social media, website, and e-blasts. Two lucky nurses received a 3 day/2 night sweepstakes packages for two guests, and included lodging, dining, and attraction tickets, for travel by May 2021.

VARIOUS SUMMER RADIO PROMOTIONS • Developing five Orlando (WOMX, WOCL, WMGF, WRUM, WXXL), seven Jacksonville (WGNE, WJGL, WAPE, WEZI, WQIK, 107.3 The Planet, 97.3 El Patron), and three Tampa (WDUV, WWRM, WXGL) radio station promotions to run in late May and throughout June 2020. These 15 free in-state radio promotions are the result of stations having excess inventory and wanting to keep listeners inspired and engaged during COVID-19. Sweepstakes prizes will be a combination of 3 day/2 night packages for two or four guests (varies by station).

DATABASE MARKETING • Subscriber base continued to be updated and is now at 177K; 99% retention rate (still maintaining less than 1% opt- out). CEO’s Comments

• May Lodging stats: Occupancy -46.7%, ADR -27.2%, RevPAR -61.2%, Demand -52.9%, Supply -11.6% • June Airbnb Stats: Occupancy +9.3%, ADR +13.2%, RevPAR +23.8%, Demand +34.6%, Gross Rev +52.4% and Supply +40.0% (VRBO/HomeAway cannot report YOY data yet.) • Attractions (n=17) Report that May attendance was down -54.9%, FYTD was -7.2% • May B&B Lodging stats (n=12): Occ -51.7%, ADR -14.6%, RevPAR -58.7%, Demand -51.1% • May Publicity: Supported stories FYTD 148, -13% to YTD goal. • Sales team lead room night production was -12% below May’s goal. • Conducted seven radio promotions late April-May and 15 radio promotions May through June. • VCB continues to provide essential support to tourism businesses including a Recovery Toolkit and links to regional, statewide and national travel data. • Paid Incremental COVID-19 Recovery plans deployed June through September. • FY 2021 Annual Promotion Plan delivered 6/4, working budget is $5,000,000; Now building alternative plan at $3,941,709