AMELIA ISLAND TDC BOARD BOOK MARCH 27Th 2019

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AMELIA ISLAND TDC

BOARD BOOK MARCH 27th 2019

Date: Wednesday March 27th, 2019 Location: Breakwater Hotel at the Beach, Conference Room 2707 Sadler Road Fernandina Beach, FL 3:00pm ______

Agenda

I. Call to Order Danny Leeper II. Approval of March 11th, 2019 Meeting Minutes Danny Leeper III. Public Input (items not on the agenda) 3-minute limit IV. Financials Gil Langley a. Budget V. Research Gil Langley a. STR – February 2019 b. Year in Review c. Florida Comparison VI. Monthly Activity Report a. Marketing Amy Boek b. International/Content Kate Harris VII. Old Business Gil Langley a. Beach Cleaning A. Recommendations B. Measurement C. Signage b. ADA Online Accessibility VIII. New Business Gil Langley a. Budget 2020 IX. Adjourn

MINUTES

Board Meeting Monday March 11th, 2019 5:30 p.m. Nassau County Board - Commission 96135 Nassau Place Yulee, Fl 32097

Present: Barbara Halverstadt, Danny Leeper, Jim McManemon, Chip Ross, Arlene Filkoff, Len Kreger, Olivia Hoblit Absent: Mary O’Donnell, Bob Hartman Staff: Gil Langley, Amy Boek, Susan Hurley

I. Call to Order

Meeting was called to order by Danny Leeper at 5:30p.m.

II. Approval of Minutes – December 20th, 2018 TDC Meeting

A motion was made by Jim McManemon to approve minutes of the last meeting, seconded by Len Kreger. All approved.

III. Public Input: Items not on the agenda:

No public input.

IV. Beach Related Items Gil Langley

Mr. Langley opened by stating that this meeting was open to the public and that it was posted. Discussion opened with the fact that the County Commission seems to want more information and a Scope of Services regarding beach cleaning. Getting the City and the County on the same page was discussed and agreed to that it would be the best for the City, County and the citizens and tourists alike. Nassau County BOCC ruled against “piggybacking” on a contract with Jacksonville Beach. Danny Leeper stated that the commission felt if they agree to piggyback on the contract, they would lose flexibility. A timeline of events was discussed, showing the extent of the time and effort that has been put into place spent on evaluating options to date.

Hiring a consultant to create the specs (what do we clean, how do we clean, time spent on cleaning etc...) and creating an RFP was discussed. In comparison to doing this evaluation internally, the consensus was that hiring a consultant may take up too much time.

V. Comprehensive Signage & Wayfinding Gil Langley

Signage discussion began with the importance of uniform signage and building a brand. The recreation and gateway signage were also added into the creation of the Comprehensive Signage & Wayfinding project. Mr. Langley requested that the board review the project notebook everyone was given and stated that it will be on the agenda at the March 27th, 2019 AITDC board meeting.

Closing comments were a reminder that there are two weeks until the deadline for the AITDC contract. Negotiations have been going on for 18 months. There was discussion of creating a timeline to reflect the process to date and to request from the County Manager, County Attorney and County Clerk as to what are the issues holding up the agreement. All board members were given a copy of the Research and Administrative Services Agreement DRAFT 6 for review.

A motion was made by Chip Ross to send a recommendation to the NC BOCC that the AITDC board is confident with the contract and recommends that they adopt it. Motion was seconded by Arlene Filkoff. All approved.

Gil Langley will call for an AICVB meeting to also review the contract and recommend to the NC BOCC to adopt it.

VIII. Adjourned at 6:40p.m.

Approved ______, 2019 Tourist Development Council of Amelia Island, Florida

By: ______By: ______Danny Leeper, Chair Attest: Gil Langley, Managing Director FINANCIALS

03/22/2019 14:03 |BOARD OF COMMISSIONERS |P 1 6235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT 137 AI TOURIST DEVELOPMENT FUND APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED ______

37000000 AI TOURIST DEVELOP FUND ______

37000000 312120 TOURIST DEVELOP -7,232,531 0 -7,232,531 -1,896,193.13 .00 -5,336,337.87 26.2%* 37000000 361101 INTEREST-BANK 0 0 0 -2,233.08 .00 2,233.08 100.0% 37000000 361101 BBVA INTEREST-BA 0 0 0 -36,957.27 .00 36,957.27 100.0% 37000000 361101 TIAA INTEREST-BA 0 0 0 -3,933.27 .00 3,933.27 100.0% 37000000 361161 EVRB5 CD INTERES 0 0 0 -4,555.19 .00 4,555.19 100.0% 37000000 399951 CASH FWD-RESEAR -79,527 0 -79,527 .00 .00 -79,527.00 .0%* 37000000 399952 CASH FWD-MARKET -1,563,243 0 -1,563,243 .00 .00 -1,563,243.00 .0%* 37000000 399953 CASH FWD-TRADE -942,561 0 -942,561 .00 .00 -942,561.00 .0%* 37000000 399954 CASH FWD-BEACH -1,562,743 0 -1,562,743 .00 .00 -1,562,743.00 .0%*

TOTAL AI TOURIST DEVELOP FUND -11,380,605 0 -11,380,605 -1,943,871.94 .00 -9,436,733.06 17.1%

37521582 TDC ADMIN FEES-TRANS OUT ______

37521582 591910 CLERK ADMINISTRA 108,488 0 108,488 34,280.24 .00 74,207.76 31.6% 37521582 591910 TAXCO ADMIN FEE- 108,488 0 108,488 34,280.24 .00 74,207.76 31.6%

TOTAL TDC ADMIN FEES-TRANS OUT 216,976 0 216,976 68,560.48 .00 148,415.52 31.6%

37522552 TDC RESEARCH/ADMIN ______

37522552 531041 MANAGEMENT FEE- 1,052,334 0 1,052,334 332,518.33 .00 719,815.67 31.6%

TOTAL TDC RESEARCH/ADMIN 1,052,334 0 1,052,334 332,518.33 .00 719,815.67 31.6%

37523552 TDC MARKETING ______

37523552 548110 ADV CONT-AD PRO 200,000 200,000 400,000 300,726.56 .00 99,273.44 75.2% 37523552 548120 ADV CONT-MAG PL 3,584,667 -200,000 3,384,667 292,614.27 .00 3,092,052.73 8.6% 37523552 548240 ADV CONT-WEBSIT 300,000 0 300,000 62,233.92 .00 237,766.08 20.7% 37523552 548250 ADV CONT-FOCUS 87,089 0 87,089 14,000.00 .00 73,089.00 16.1% 37523552 548330 ADV IN HOUSE-MI 35,000 0 35,000 7,714.56 .00 27,285.44 22.0% 37523552 548350 ADV IN HOUSE-GO 60,000 0 60,000 .00 .00 60,000.00 .0% 37523552 548520 SPECIAL EVENTS 640,000 0 640,000 327,968.74 .00 312,031.26 51.2%

03/22/2019 14:03 |BOARD OF COMMISSIONERS |P 2 6235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT 137 AI TOURIST DEVELOPMENT FUND APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED ______

37523552 548530 GRANT - MUSEUM 17,500 0 17,500 17,500.00 .00 .00 100.0% 37523552 548640 EQUIPMENT 1,500 0 1,500 989.59 .00 510.41 66.0% 37523552 548710 P R - AGENCY FE 82,000 0 82,000 24,000.00 .00 58,000.00 29.3% 37523552 548720 P R - AGENCY EX 25,000 0 25,000 21,263.34 .00 3,736.66 85.1% 37523552 548740 P R FUNCTIONS-O 15,000 0 15,000 .00 .00 15,000.00 .0% 37523552 548770 P R - MISC/AIR 11,555 0 11,555 .00 .00 11,555.00 .0%

TOTAL TDC MARKETING 5,059,311 0 5,059,311 1,069,010.98 .00 3,990,300.02 21.1%

37523581 TRANS OUT-GENERAL-EQUIPMENT ______

37523581 591016 TRANS OUT-GENER 800 0 800 .00 .00 800.00 .0%

TOTAL TRANS OUT-GENERAL-EQUIPMENT 800 0 800 .00 .00 800.00 .0%

37524552 TDC TRADE SHOWS/TRAVEL TR ______

37524552 548018 TRAVEL TRADE PU 130,155 0 130,155 69,534.04 .00 60,620.96 53.4% 37524552 548019 HOSPITALITY SER 195,156 0 195,156 35,344.43 .00 159,811.57 18.1% 37524552 548111 DUES/SUBSCRIPT/ 12,500 0 12,500 8,043.95 .00 4,456.05 64.4% 37524552 548121 PRINTING-BROCHU 150,000 0 150,000 19,685.48 .00 130,314.52 13.1% 37524552 548131 FREIGHT/FEDERAL 3,744 0 3,744 .00 .00 3,744.00 .0% 37524552 548141 REGIST-REG-TRAD 75,000 0 75,000 38,051.49 .00 36,948.51 50.7% 37524552 548151 OTHER TRAVEL EX 45,000 0 45,000 16,141.34 .00 28,858.66 35.9% 37524552 548161 ON ISLAND - FAM 55,000 0 55,000 1,516.76 .00 53,483.24 2.8% 37524552 548180 PROMOTIONAL SUP 35,000 0 35,000 6,729.98 .00 28,270.02 19.2%

TOTAL TDC TRADE SHOWS/TRAVEL TR 701,555 0 701,555 195,047.47 .00 506,507.53 27.8%

37525539 TDC BEACH IMPROVMENTS ______

37525539 331200 HMATT FED GRANT- 0 0 0 -148,322.30 .00 148,322.30 100.0% 37525539 334200 HMATT ST GRANT-P 0 0 0 -18,540.29 .00 18,540.29 100.0% 37525539 534102 CONTRACT SERVIC 939,055 0 939,055 52,114.00 84,178.00 802,763.00 14.5% 37525539 554000 DUES & SUBSCRIP 12,500 0 12,500 3,000.00 .00 9,500.00 24.0%

TOTAL TDC BEACH IMPROVMENTS 951,555 0 951,555 -111,748.59 84,178.00 979,125.59 -2.9%

37999599 RESERVES ______

37999599 599052 RESERVES RESEAR 79,527 0 79,527 .00 .00 79,527.00 .0%

03/22/2019 14:03 |BOARD OF COMMISSIONERS |P 3 6235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ACCOUNTS FOR: ORIGINAL TRANFRS/ REVISED AVAILABLE PCT 137 AI TOURIST DEVELOPMENT FUND APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED ______

37999599 599053 RESERVES MARKET 1,063,243 0 1,063,243 .00 .00 1,063,243.00 .0% 37999599 599054 RESERVES TRADE 942,561 0 942,561 .00 .00 942,561.00 .0% 37999599 599055 RESERVES BEACH 1,312,743 0 1,312,743 .00 .00 1,312,743.00 .0%

TOTAL RESERVES 3,398,074 0 3,398,074 .00 .00 3,398,074.00 .0%

TOTAL AI TOURIST DEVELOPMENT FUND 0 0 0 -390,483.27 84,178.00 306,305.27 100.0%

TOTAL REVENUES -11,380,605 0 -11,380,605 -2,110,734.53 .00 -9,269,870.47 TOTAL EXPENSES 11,380,605 0 11,380,605 1,720,251.26 84,178.00 9,576,175.74

03/22/2019 14:03 |BOARD OF COMMISSIONERS |P 4 6235glan |YEAR-TO-DATE BUDGET REPORT |glytdbud

FOR 2019 13

ORIGINAL TRANFRS/ REVISED AVAILABLE PCT APPROP ADJSTMTS BUDGET YTD ACTUAL ENCUMBRANCES BUDGET USED ______

GRAND TOTAL 0 0 0 -390,483.27 84,178.00 306,305.27 100.0%

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

3:24 PM Amelia Island Convention & Visitors Bureau (TDC) 03/22/19 Transaction List by Vendor January 1 through March 22, 2019

Date Num Clr Split Amount Amelia Island Concours d'Elegance Foundat 01/17/2019 20191004 60030.2 · Concours d'Elegance -45,000.00 01/17/2019 8260 √ 20000 · Accounts Payable -45,000.00 American Express 01/07/2019 db √ AITDC Amex -44,098.22 02/07/2019 db √ AITDC Amex -28,261.21 03/08/2019 db AITDC Amex -16,578.02 Arrivalist 01/31/2019 9000 20000 · Accounts Payable -44,100.00 Atlanta Journal-Constitution 01/10/2019 140759 60005.0 · Digital -15,000.00 01/31/2019 9001 √ 20000 · Accounts Payable -15,000.00 02/13/2019 I00506369-01042019 60005.0 · Digital -22,750.00 02/28/2019 9035 20000 · Accounts Payable -22,750.00 Atlanta Magazine 03/07/2019 165100 60000.2 · Print -21,190.00 Boston Magazine 01/10/2019 5550-R 60000.2 · Print -10,250.00 01/31/2019 9019 √ 20000 · Accounts Payable -10,250.00 03/07/2019 801-M 60000.2 · Print -22,673.00 Cellet Travel Services Ltd 02/13/2019 12505 62005 · Travel Trade Publications -17,500.00 02/28/2019 9038 20000 · Accounts Payable -17,500.00 Conde' Nast 01/31/2019 9004 √ 20000 · Accounts Payable -51,213.99 03/07/2019 9065 20000 · Accounts Payable -108,311.30 Conversant 01/10/2019 13I0095773 60005.0 · Digital -42,318.51 01/31/2019 9005 √ 20000 · Accounts Payable -68,777.07 02/13/2019 13I0095902 60005.0 · Digital -33,800.32 02/28/2019 9044 20000 · Accounts Payable -33,800.32 03/14/2019 13I0095998 60005.0 · Digital -31,049.96 Dawson-Associates 03/07/2019 AI 12219 69000 · AITDC Beach Improvements -63,634.74 Digital Edge 01/10/2019 2157 60000.2 · Print -31,338.00 01/31/2019 9016 √ 20000 · Accounts Payable -31,338.00 02/13/2019 2170 60005.0 · Digital -30,846.60 02/28/2019 9046 20000 · Accounts Payable -32,596.60 03/14/2019 2192 60005.0 · Digital -27,346.60 Florida's First Coast of Golf, Inc.

Page 1 of 2 3:24 PM Amelia Island Convention & Visitors Bureau (TDC) 03/22/19 Transaction List by Vendor January 1 through March 22, 2019

Date Num Clr Split Amount

01/10/2019 8254 √ 20000 · Accounts Payable -10,000.00 02/28/2019 9062 20000 · Accounts Payable -60,000.00 Garden & Gun 01/17/2019 10579 60000.2 · Print -69,610.00 ICY Pictures LLC 03/14/2019 1136 Photography -20,964.00 Island Promos Inc 01/24/2019 12953 62065 · Promo Supplies -17,387.17 03/07/2019 9067 20000 · Accounts Payable -17,387.17 Meredith Corporation 01/07/2019 20074496 60000.2 · Print -12,500.00 01/10/2019 8255 √ 20000 · Accounts Payable -12,500.00 01/31/2019 9010 √ 20000 · Accounts Payable -29,070.00 New York Times Digital 02/21/2019 570069001 60005.0 · Digital -12,657.45 Paradise Advertising & Marketing, Inc. 03/07/2019 9068 20000 · Accounts Payable -11,676.63 Philadelphia Magazine 03/07/2019 6961-R 60000.2 · Print -10,000.00 Silver Tech Inc 02/28/2019 9055 20000 · Accounts Payable -14,750.00 Sojern Inc 02/13/2019 10022841 60005.0 · Digital -11,500.00 02/28/2019 9056 20000 · Accounts Payable -11,500.00 03/14/2019 1002479 60005.0 · Digital -11,500.00 Texas Monthly 01/31/2019 90450464 60000.2 · Print -12,335.00 01/31/2019 9017 √ 20000 · Accounts Payable -12,335.00 02/21/2019 90450522 60000.2 · Print -32,626.00 02/25/2019 90450311 -SPLIT- -81,168.00 The Hartley Press 03/07/2019 16317011 62040 · Printing-Brochures -91,906.00 Tripadvisor 02/21/2019 646136659134 -SPLIT- -10,676.04 02/28/2019 9058 20000 · Accounts Payable -10,676.04

Page 2 of 2 RESEARCH Date Created: Jan 17, 2019 Amelia Island Tourist Development Council For the Month of December 2018

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 0TA T : +1 615 824 8664 T : +44 (0)20 7922 1930 [email protected] www.str.com [email protected] www.str.com

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". Date Created: Mar 18, 2019 Amelia Island Tourist Development Council For the Month of February 2019

Table Of Contents 1 Multi-Segment 2 Trend Amelia Island+ 3 Response Amelia Island+ 4 Help 5

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". Tab 2 - Multi-Segment Currency: USD - US Dollar Amelia Island Tourist Development Council For the month of: February 2019

Current Month - February 2019 vs February 2018 Year to Date - February 2019 vs February 2018 Participation

Occ % ADR RevPAR Percent Change from February 2018 Occ % ADR RevPAR Percent Change from YTD 2018 Properties Rooms Room Room Room Room Room Room 2019 2018 2019 2018 2019 2018 Occ ADR RevPAR Rev Avail Sold 2019 2018 2019 2018 2019 2018 Occ ADR RevPAR Rev Avail Sold Census Sample Census Sample Florida 81.1 81.1 174.52 171.53 141.50 139.18 -0.1 1.7 1.7 4.6 2.9 2.8 76.1 76.5 164.49 162.85 125.10 124.50 -0.5 1.0 0.5 3.4 2.9 2.3 3765 2234 440596 333848

Jacksonville, FL 76.5 78.1 114.61 113.50 87.64 88.63 -2.1 1.0 -1.1 0.1 1.2 -0.9 70.2 73.0 109.84 108.65 77.07 79.36 -3.9 1.1 -2.9 -1.8 1.1 -2.9 272 196 27494 23237 Jacksonville Beaches, FL 74.8 76.8 162.02 159.84 121.26 122.82 -2.6 1.4 -1.3 0.9 2.2 -0.5 68.2 68.9 154.11 151.59 105.09 104.46 -1.0 1.7 0.6 2.5 1.8 0.8 101 62 8062 6885 Savannah, GA 69.4 68.2 110.02 107.27 76.39 73.19 1.8 2.6 4.4 8.6 4.1 5.9 63.4 62.7 104.99 103.13 66.51 64.65 1.1 1.8 2.9 7.2 4.2 5.3 179 139 16286 14265 Brunswick/Kingsland, GA 62.9 65.3 111.92 110.79 70.40 72.36 -3.7 1.0 -2.7 -3.2 -0.5 -4.2 55.2 55.3 104.70 105.53 57.84 58.34 -0.1 -0.8 -0.9 -2.3 -1.4 -1.5 88 59 6891 5046 Daytona Beach, FL 68.1 69.8 146.89 146.35 100.05 102.15 -2.4 0.4 -2.1 0.5 2.6 0.1 62.0 62.0 131.74 131.72 81.64 81.61 0.0 0.0 0.0 2.7 2.6 2.6 180 76 13762 8924 Charleston, SC 69.6 71.6 127.66 123.83 88.87 88.61 -2.7 3.1 0.3 4.5 4.2 1.4 62.8 64.0 118.84 117.01 74.58 74.85 -1.9 1.6 -0.3 3.6 3.9 2.0 199 147 21253 17238 Nassau County, FL 76.8 76.1 187.44 182.98 143.87 139.24 0.9 2.4 3.3 4.1 0.8 1.6 68.0 67.0 176.94 174.08 120.31 116.62 1.5 1.6 3.2 3.9 0.8 2.3 25 14 2281 1978 St Johns County, FL 70.9 73.8 140.92 139.80 99.96 103.14 -3.9 0.8 -3.1 -0.3 2.8 -1.1 64.7 66.4 135.12 132.65 87.48 88.13 -2.6 1.9 -0.7 1.7 2.4 -0.2 83 48 6264 4843 Hilton Head/Beaufort, SC 49.9 52.4 123.86 122.58 61.79 64.18 -4.7 1.0 -3.7 -4.5 -0.8 -5.5 43.3 44.2 118.11 117.86 51.17 52.10 -2.0 0.2 -1.8 -3.2 -1.5 -3.4 45 33 6037 4448 Fort Walton Beach, FL 57.4 54.4 97.76 91.92 56.10 49.97 5.6 6.4 12.3 15.6 2.9 8.7 53.2 45.2 94.94 88.89 50.52 40.19 17.7 6.8 25.7 29.4 3.0 21.2 92 56 10340 7316

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". Tab 3 - Trend Amelia Island+ Currency: USD - US Dollar Amelia Island Tourist Development Council For the Month of February 2019 Monthly Percent Change Overall Percent Change

50 8.0 40 7.0 30 6.0 20 5.0 10 4.0 0 -10 3.0 -20 2.0 -30 1.0 -40 0.0 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Year To Date Running 12 Months

Occupancy ADR RevPAR Occupancy ADR RevPAR

Occupancy (%) 2017 2018 2019 Year To Date Running 12 Months Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2017 2018 2019 2017 2018 2019 This Year 52.0 72.7 63.8 51.7 58.0 76.0 81.0 80.9 78.5 83.6 86.7 74.6 69.1 73.2 62.9 50.8 59.9 78.0 67.8 66.5 68.5 71.5 72.1 73.2 Last Year 72.9 55.9 64.0 51.4 57.6 79.0 84.3 86.3 79.1 85.7 86.8 69.5 52.0 72.7 63.8 51.7 58.0 76.0 64.0 67.8 66.5 70.9 71.5 72.1 Percent Change -28.7 30.2 -0.3 0.4 0.6 -3.9 -4.0 -6.3 -0.8 -2.5 -0.1 7.3 32.8 0.6 -1.5 -1.7 3.4 2.6 5.9 -1.9 3.0 0.9 0.8 1.5

ADR 2017 2018 2019 Year To Date Running 12 Months Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2017 2018 2019 2017 2018 2019 This Year 199.41 202.85 187.07 184.16 184.31 204.60 296.34 274.03 262.30 261.79 265.07 217.12 217.41 220.85 202.29 195.15 183.94 207.87 182.16 195.31 196.87 220.16 224.89 237.74 Last Year 204.55 202.94 188.36 183.52 171.92 190.43 267.37 262.63 245.35 246.17 253.52 202.80 199.41 202.85 187.07 184.16 184.31 204.60 176.27 182.16 195.31 215.18 220.16 224.89 Percent Change -2.5 0.0 -0.7 0.3 7.2 7.4 10.8 4.3 6.9 6.3 4.6 7.1 9.0 8.9 8.1 6.0 -0.2 1.6 3.3 7.2 0.8 2.3 2.1 5.7

RevPAR 2017 2018 2019 Year To Date Running 12 Months Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2017 2018 2019 2017 2018 2019 This Year 103.68 147.56 119.38 95.16 106.82 155.44 240.04 221.65 205.79 218.82 229.74 162.01 150.13 161.56 127.22 99.13 110.25 162.05 123.48 129.89 134.83 157.51 162.23 174.01 Last Year 149.22 113.41 120.55 94.42 99.05 150.52 225.48 226.78 194.07 211.06 220.01 141.04 103.68 147.56 119.38 95.16 106.82 155.44 112.78 123.48 129.89 152.55 157.51 162.23 Percent Change -30.5 30.1 -1.0 0.8 7.8 3.3 6.5 -2.3 6.0 3.7 4.4 14.9 44.8 9.5 6.6 4.2 3.2 4.2 9.5 5.2 3.8 3.3 3.0 7.3

Supply 2017 2018 2019 Year To Date Running 12 Months Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2017 2018 2019 2017 2018 2019 This Year 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 57,443 55,590 57,443 57,970 52,360 109,327 109,327 110,330 676,835 676,345 677,348 Last Year 55,650 57,505 55,590 57,443 57,443 51,884 57,443 55,590 57,443 55,590 57,443 57,443 55,590 57,443 55,590 57,443 57,443 51,884 109,445 109,327 109,327 677,075 676,835 676,345 Percent Change -0.1 -0.1 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.9 0.9 -0.1 0.0 0.9 0.0 -0.1 0.1

Demand 2017 2018 2019 Year To Date Running 12 Months Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2017 2018 2019 2017 2018 2019 This Year 28,904 41,786 35,477 29,683 33,291 39,418 46,529 44,963 45,069 46,465 49,785 42,861 38,387 42,020 34,962 29,180 34,745 40,817 74,106 72,709 75,562 484,250 487,900 495,783 Last Year 40,595 32,135 35,579 29,553 33,094 41,012 48,443 48,001 45,438 47,660 49,850 39,949 28,904 41,786 35,477 29,683 33,291 39,418 70,023 74,106 72,709 480,001 484,250 487,900 Percent Change -28.8 30.0 -0.3 0.4 0.6 -3.9 -4.0 -6.3 -0.8 -2.5 -0.1 7.3 32.8 0.6 -1.5 -1.7 4.4 3.5 5.8 -1.9 3.9 0.9 0.8 1.6

Revenue 2017 2018 2019 Year To Date Running 12 Months Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb 2017 2018 2019 2017 2018 2019 This Year 5,763,741 8,476,445 6,636,591 5,466,332 6,135,835 8,065,038 13,788,349 12,321,406 11,821,433 12,164,009 13,196,708 9,306,155 8,345,542 9,280,220 7,072,393 5,694,573 6,391,059 8,484,726 13,499,504 14,200,873 14,875,785 106,610,497 109,723,031 117,866,573 Last Year 8,303,834 6,521,567 6,701,533 5,423,490 5,689,685 7,809,819 12,952,027 12,606,711 11,148,025 11,732,592 12,637,847 8,101,847 5,763,741 8,476,445 6,636,591 5,466,332 6,135,835 8,065,038 12,343,086 13,499,504 14,200,873 103,288,051 106,610,497 109,723,031 Percent Change -30.6 30.0 -1.0 0.8 7.8 3.3 6.5 -2.3 6.0 3.7 4.4 14.9 44.8 9.5 6.6 4.2 4.2 5.2 9.4 5.2 4.8 3.2 2.9 7.4

Census % 2017 2018 2019 Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Census Props 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 15 16 16 Census Rooms 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1853 1870 1870 % Rooms Participants 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 96.3 95.4 95.4

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Amelia Island Calendar Year 2018 Visitor Profile (January – December 2018)

Prepared for: Amelia Island Tourist Development Council

Prepared by: Research Data Services, Inc. www.ResearchDataLLC.com

February 2019

Amelia Island: Calendar Year 2018 Visitor Profile

Certification

RESEARCH DATA SERVICES, INC. hereby certifies that, except as otherwise noted in this report:

1. We have no present or contemplated future interest in the project that is the subject of this study.

2. We have no personal interest or bias with respect to the subject matter of this report or the parties involved.

3. To the best of our knowledge and belief, the statements of fact contained in this report, upon which analyses, opinions, and conclusions expressed herein are based, are true and correct.

4. This report sets forth all of the limiting conditions (imposed by the terms of our assignment or by the undersigned) affecting the analyses, opinions, and conclusions contained in this report.

5. The underlying assumptions are based on present circumstances and information currently available.

6. Because circumstances may change and unanticipated events may occur subsequent to the date of this report, the reader must evaluate the assumptions and rationale of this report in light of the circumstances then prevailing. The terms of this engagement are such that we have no obligation to revise this report or the included projections to reflect events or conditions which occur subsequent to the completion of our fieldwork.

______February 5, 2019 __ Walter J. Klages, Ph.D., President Date

Amelia Island Visitor Profile: Calendar Year 2018 (January - December)

Estimated Visitor Metrics (January '18 - December '18)

Calendar Year Calendar Year 2017 CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 2018 % ∆ CY Visitor Statistics (Jan. - Dec.) (Jan. - Mar. '18) (Apr. - Jun. '18) (Jul. - Sep. '18) (Oct. - Dec. '18) (Jan. - Dec.) '17-'18 H/M/C/C Visitors (#) 666,300 176,200 182,900 184,800 146,200 690,100 +3.6%

Direct Expenditures ($) $485,030,700 $131,092,800 $139,186,900 $137,121,600 $108,041,800 $515,443,100 +6.3%

Total Economic Impact $638,154,900 $172,478,800 $183,128,200 $180,410,900 $142,150,600 $678,168,500 +6.3%

Estimated Visitor Origins: Number of Visitors by Region (January '18 - December '18)

Calendar Year Calendar Year H/M/C/C Visitor Origins 2017 CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 2018 % ∆ CY (Number of Visitors) (Jan. - Dec.) (Jan. - Mar. '18) (Apr. - Jun. '18) (Jul. - Sep. '18) (Oct. - Dec. '18) (Jan. - Dec.) '17-'18 Florida 148,311 25,549 44,993 41,580 36,550 148,672 +0.2%

Southeast 261,941 55,679 73,709 89,074 55,410 273,872 +4.6%

Northeast 104,024 41,231 26,155 19,034 20,468 106,888 +2.8%

Midwest 88,408 33,830 21,948 19,404 18,275 93,457 +5.7%

Foreign 36,834 11,982 7,133 9,240 7,602 35,957 -2.4%

Markets of Opp. 26,782 7,929 8,962 6,468 7,895 31,254 +16.7%

Total 666,300 176,200 182,900 184,800 146,200 690,100 +3.6%

Occupancy and ADR Data (January '18 - December '18)

Calendar % ∆ CY CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 Year 2018 2017- Jan '18 Feb. '18 Mar. '18 Apr. '18 May '18 Jun. '18 Jul. '18 Aug. '18 Sep. '18 Oct. '18 Nov. '18 Dec. '18 (Jan. - Dec.) 2018

Occ. (%) 58.0 76.0 81.0 80.9 78.5 83.6 86.7 74.6 69.1 73.2 62.9 50.8 72.9 +0.7%

ADR $184.31 $204.62 $296.34 $274.03 $262.30 $261.79 $265.07 $217.12 $217.41 $220.85 $202.29 $195.15 $237.74 +6.7%

RevPAR $106.88 $155.51 $240.04 $221.65 $205.79 $218.82 $229.74 $162.01 $150.13 $161.56 $127.22 $99.13 $173.28 +7.5%

Visitor Profile (January '18 - December '18)

Calendar Year CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 Calendar Year 2017 (Jan. - Dec.) Jan. - Mar. '18 Apr. - Jun. '18 Jul. - Sep. '18 Oct. - Dec. '18 2018 (Jan. - Dec.) Length of Stay (Days) In Amelia Island 4.1 3.8 4.3 4.3 4.0 4.1

Party Size Number of People 2.9 2.8 3.0 3.1 2.7 2.9

Party Composition (Multiple Response) Family 32.1 23.7 39.5 38.3 25.0 31.6 Couple 51.8 59.8 48.3 46.1 56.1 52.6 Single 5.2 5.2 4.0 5.9 6.1 5.3 Extended Family 9.3 6.9 9.0 5.0 7.6 7.1 Group of Friends 8.3 6.3 7.9 7.1 8.9 7.6

Have Children or Young Adults in Immediate Travel Party % Yes 26.7 19.5 30.4 33.3 18.1 25.3

Transportation (Percentaged to the Base of All Resp.) Personal Car/RV 70.9 70.3 72.8 76.6 67.5 71.8 Plane 27.5 28.7 24.7 22.1 31.3 26.7 Rental Car 22.9 23.6 19.6 16.9 30.3 22.6

Airport Deplaned (Base: Flew) Jacksonville Int'l 82.0 86.9 84.6 79.5 84.1 83.8 Orlando Int'l/Sanford 10.7 6.7 9.5 13.2 7.7 9.3

Purpose of Trip (Multiple Response) Vacation 58.6 59.7 69.4 65.3 42.8 59.3 A Getaway 25.3 26.1 21.7 20.4 29.1 24.3 Business/Meeting/Conference 12.4 10.2 9.4 13.1 12.6 11.3 Friends/Relatives 11.2 13.5 9.9 6.4 13.1 10.7 Wedding/Honeymoon 5.7 3.5 3.4 4.3 5.8 4.3 Special Event/Festival 8.5 7.3 9.5 6.8 12.8 9.1

Calendar Year CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 Calendar Year 2017 (Jan. - Dec.) Jan. - Mar. '18 Apr. - Jun. '18 Jul. - Sep. '18 Oct. - Dec. '18 2018 (Jan. - Dec.) First Visit to (% yes) Amelia Island 53.5 66.8 51.4 46.4 48.6 53.3 Florida 5.1 5.5 3.2 3.5 3.6 4.0

Other Areas in FL Considered for Trip (Open Ended Multiple Response) None, Only Amelia Island 46.7 45.6 46.0 45.4 55.4 48.1 St. Augustine/Ponte Vedra 20.0 16.0 20.6 28.5 25.5 22.7 Savannah 14.0 14.5 13.3 18.9 12.4 14.8 Orlando 10.6 10.0 10.4 11.8 5.5 9.4 Hilton Head 11.0 8.8 8.7 18.1 9.9 11.4 Jacksonville 11.2 11.8 9.5 15.3 9.7 11.6 Jekyll Island 12.4 11.0 9.0 16.4 8.6 11.3

Why Chose Amelia Island (Multiple Response) Beach 52.0 44.3 55.1 56.5 51.2 51.8 Previous Experience 16.7 11.5 19.8 16.7 21.6 17.4 Love/Like the Area 22.8 20.7 29.2 18.8 26.4 23.8 Never Been/Try Something New 29.0 30.9 29.8 26.9 27.2 28.7 Hotel/Accommodations 27.3 19.5 28.4 32.8 29.1 27.5 Recommendation 23.0 22.7 27.6 18.3 24.3 23.2 Convenient Location 18.8 20.8 21.5 22.1 16.4 20.2 Appealing Brochures/Websites 28.1 31.8 22.2 29.8 30.2 28.5 Nature/Environment 20.7 26.3 23.0 23.3 22.7 23.8 Family Oriented Area 16.9 12.7 18.9 22.5 10.8 16.2 Business/Meeting 11.8 11.1 9.8 10.7 10.3 10.5 Visiting with Friends/Family 10.6 11.3 8.6 6.5 11.2 9.4 History 17.9 21.0 22.4 17.6 16.0 19.3 Weather 21.7 22.0 22.2 21.2 20.3 21.4 Event 9.8 9.3 9.1 8.2 14.9 10.4 Attractions 13.3 16.2 14.8 17.6 11.9 15.1

Travel Planning Window (Days) How Far in Advance Start Planning Trip 47.5 41.9 51.9 43.3 41.9 44.8 How Far in Advance Book Reservations 33.4 27.0 33.7 36.7 34.0 32.9

Calendar Year CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 Calendar Year 2017 (Jan. - Dec.) Jan. - Mar. '18 Apr. - Jun. '18 Jul. - Sep. '18 Oct. - Dec. '18 2018 (Jan. - Dec.) Information Most Helpful to Visit (Open Ended Multiple Response) Internet 80.5 81.6 89.6 76.7 79.4 81.8 Previous Visit 28.9 21.5 36.5 22.4 36.7 29.3 Recommendation 28.5 30.5 28.0 31.9 26.0 29.1 Family 10.2 9.2 7.6 7.9 9.7 8.6 Hotel/Accommodations 27.7 21.7 29.6 29.3 31.1 27.9 Print Media 16.2 23.9 17.9 8.7 13.1 15.9 Business/Conference/Meeting 10.2 9.9 6.4 5.9 11.5 8.4 Maps 13.7 14.9 10.6 18.7 10.3 13.6 Special Event 7.4 7.0 7.2 7.1 8.3 7.4

Satisfaction with Amelia Island Very Satisfied 85.6 84.9 88.4 88.4 89.6 87.8 Satisfied 11.1 10.7 7.1 10.5 7.2 8.9 Satisfaction Level (Very Satisfied + Satisfied) 96.7 95.6 95.5 98.9 96.8 96.7

Recommend Amelia Island to Friends/Relatives % Yes 97.2 96.7 95.9 96.3 96.6 96.4

Plan to Return (% yes) To Local Area 89.5 89.5 89.1 92.3 89.6 90.1

Demographics Average Age Head of HH (yrs) 49.7 49.5 49.7 49.4 51.5 50.0 Median Annual HH Income $134,080 $138,035 $127,550 $140,261 $135,920 $135,442

Seen/Read/Heard Amelia Island Message % Yes 46.4 45.7 44.0 46.5 53.2 47.4

Influenced by Amelia Island Message (Base: Seen/Read/Heard Area Message) % Yes 53.6 52.3 64.7 48.2 54.4 54.9

Calendar Year CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 Calendar Year 2017 (Jan. - Dec.) Jan. - Mar. '18 Apr. - Jun. '18 Jul. - Sep. '18 Oct. - Dec. '18 2018 (Jan. - Dec.) Avg. Party Budget Breakdown Accommodations $878 $796 $1,057 $1,044 $835 $933 Restaurant Food/Beverage $483 $487 $466 $500 $461 $479 Grocery Store $72 $62 $56 $92 $60 $68 Admissions to Attractions $83 $98 $80 $90 $89 $89 Other Entertainment $116 $106 $99 $126 $149 $120 Retail Purchases $234 $210 $261 $258 $220 $237 Miscellaneous $242 $323 $264 $189 $182 $240

Average Party Budget Breakdown Total $2,108 $2,082 $2,283 $2,299 $1,996 $2,165 Per Person/Trip $727 $744 $761 $742 $739 $747 Per Person/Day $178 $196 $177 $172 $185 $183

Use Internet to Obtain Travel Information % Yes 93.0 93.3 91.8 90.9 89.2 91.3

Book Travel Reservations For Trip Online (Base: Resp. who Obtain Travel Info. Online) % Yes 72.2 74.4 75.1 75.5 71.6 74.2

Calendar Year CY Quarter 1 CY Quarter 2 CY Quarter 3 CY Quarter 4 Calendar Year 2017 (Jan. - Dec.) Jan. - Mar. '18 Apr. - Jun. '18 Jul. - Sep. '18 Oct. - Dec. '18 2018 (Jan. - Dec.) Activities Enjoyed in Area (Open Ended Multiple Response) Beach 78.7 73.3 88.5 82.4 75.5 79.9 Dining Out 83.2 87.0 86.5 82.9 84.8 85.3 Historic Downtown 77.2 85.4 85.1 63.8 80.3 78.7 Walking on the Beach 63.8 67.8 67.8 66.0 62.8 66.1 Relaxing 65.0 64.2 70.7 73.2 64.8 68.2 Shopping 59.1 62.1 57.8 58.8 55.8 58.6 Sight-Seeing 39.8 42.5 48.1 40.6 32.0 40.8 Pool 30.6 23.9 38.6 39.6 20.4 30.6 Shelling 33.6 33.9 36.1 37.6 32.7 35.1 Reading 30.3 27.9 34.7 36.3 29.3 32.1 Swimming 22.3 14.8 32.0 26.3 17.0 22.5 State Parks 32.3 42.2 37.2 30.2 30.0 34.9 Wildlife/Environment 24.5 27.7 29.1 20.0 24.3 25.3 Visiting with Friends/Relatives 12.5 15.7 8.2 9.1 12.2 11.3 Bars/Nightlife 18.2 20.2 21.7 21.2 20.9 21.0 Art Galleries 15.9 17.3 17.9 18.8 18.3 18.1 Antiquing 19.8 19.3 20.9 17.6 16.9 18.7 Exercising 15.3 16.6 17.2 12.9 12.9 14.9 Golfing 8.0 7.0 6.9 5.0 8.0 6.7 Water Cruise 12.6 15.1 13.9 10.7 13.6 13.3 Fishing 5.7 6.9 6.1 7.1 7.5 6.9 Farmers Market 11.0 13.3 10.7 9.4 9.8 10.8

Calendar Year 2018 (January - December) % ∆ YTD Avg. Daily % ∆ YTD % ∆ YTD Destination Occupancy '17/'18 Rate '17/'18 RevPar '17/'18 Hernando County 60.7% -4.2% $83.30 +1.4% $50.56 -2.9% Marion County 67.0% -5.2% $85.79 +1.7% $57.52 -3.6% Pasco County 68.4% -2.0% $90.44 +1.2% $61.84 -0.9% Sumter County 61.7% -6.2% $90.95 +2.8% $56.08 -3.6% Citrus County 64.7% -3.3% $100.18 +4.1% $64.80 +0.7% Charlotte County 61.7% -11.3% $105.09 +5.6% $64.84 -6.3% Jacksonville 72.2% +0.7% $114.23 +5.1% $82.50 +5.9% Daytona Beach 63.2% +0.5% $118.87 +2.0% $75.16 +2.5% Martin County 66.9% -0.5% $126.71 +7.7% $84.80 +7.2% New Smyrna Beach 66.1% -0.8% $126.89 +8.2% $83.92 +7.3% Orlando 77.5% -2.1% $127.32 +4.7% $98.68 +2.5% Flagler County 58.5% -0.7% $134.67 +3.3% $78.83 +2.6% St. Johns County 66.1% +0.2% $139.99 +3.9% $92.57 +4.1% Florida 72.9% -1.1% $144.06 +4.4% $104.97 +3.2% Sarasota/Bradenton 65.1% -5.9% $144.77 +0.5% $94.24 -5.5% Fort Lauderdale 76.9% -1.1% $148.81 +4.2% $114.39 +3.1% Clearwater 73.3% +1.0% $151.10 +5.2% $110.69 +6.2% St. Petersburg 68.6% -4.4% $151.33 +1.3% $103.87 -3.1% Fort Walton Beach 63.5% +6.5% $154.60 +2.3% $98.21 +8.9% Fort Myers 68.9% -4.1% $155.90 +3.8% $107.43 -0.4% Jacksonville Beaches 71.2% +1.1% $171.58 +5.1% $122.11 +6.3% Palm Beach 73.0% -1.7% $182.86 +6.6% $133.42 +4.8% Miami 76.7% +0.2% $199.35 +6.1% $152.81 +6.3% Naples 65.7% -1.8% $235.26 +6.5% $154.54 +4.6% Amelia Island 72.9% +0.7% $237.74 +6.7% $173.28 +7.5% Florida Keys 77.2% +0.4% $268.49 -0.5% $207.17 -0.1%

Ranked by Average Daily Rate January 22, 2019 ACTIVITY REPORTS Tourism Activity Report

February 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: Marketing: Public Relations: • Visitor Services • Strategy • Writers • Conferences/Meetings • Advertising • Coverage • Travel Trade Shows • Content/Social • Press Releases • Events • Website • Promotions • Collateral

Tourism Activity Report

Events & Promotions

Visitor Services AMELIA ISLAND WELCOME CENTER o Welcomed 4003 visitors. o Trip Advisor listing as one of “top 10 things to do.” o Research survey data collected daily and tracked. o Welcomed 13 motor coach tour, prepared 520 welcome bags. o Prepared 40 welcome packets for group visits during month of January. Visitor Guide fulfillment totaling over 2500 per month. Weekly distribution of collateral to all lodging and hospitality partners island wide. Monthly STR report and Sales Tax tracking. Assist with welcome and registrations of large groups or meetings as needed.

Conferences/Meetings Ongoing work with Cvent on RFP’s Main Street board and organization meetings Monthly Jax Sports Council meetings Monthly Historic FB Association meeting Monthly City Event Committee meetings Monthly Northeast Florida Restaurant & Lodging Association meeting Miles – testing/presentation of AR VG app Monthly Florida’s First Coast of Golf meeting

Travel Trade Shows Attended the Destination International - Destination Showcase 2019, Washington D.C. Prep for ITB Berlin March Prep Adventure and Travel Shows for March 2019 ▪ Philadelphia ▪ Washington D.C. ▪ Dallas Events/Holidays Artrageous Artwalk every 2nd Saturday Upcoming Events:

Amelia Island Wellness Festival o Working on Run of Show with the Ritz Carlton Amelia Island Tourist Development Council

Tourism Activity Report

o Negotiating with the Omni, adding additional components on this property o Exploratory call w/ Meredith, publishers of Health, for potential sponsorship Petanque Amelia Island Open o Conferences and planning to sign event over to the Amelia Island Boules Club for 2019 o Contracts and Support Agreements drafted and sent Dickens on Centre & Holidays o Recap meeting with Fanvergence; planning discussions for 2019 o City event permit application submitted o Event Committee Meeting scheduled for March o Reimagining site plan o Sourcing vendors and entertainment Amelia Concours Week o Finalized research program for RDS to conduct intercept interviews at various Concours Week events o Finalized plans with AICDE team on activation to launch new Visitor Guide & App Amelia Island Restaurant Week o Finalized survey research from restaurants to evaluate program success o Set dates for 2020 Chicago Magazine Secret Supper – event sponsorship on 2/5/19 o Sponsorship of 100+ person dinner w/ Chicago Magazine Shrimp Festival o Finalized marketing sponsorship contract for 2019 o Presented marketing ideas including paid advertising, in-kind marketing promotions to festival committee leadership o Placed paid insertions in Flamingo, Folio; working with committee to traffic creative o Schedule internal promotions for spring plans Right Whale Festival o Meeting regarding 2019 plans

Amelia Island Tourist Development Council

Tourism Activity Report

Marketing Strategy Marketing Plan for FY2019 o Continuous execution of tasks as outlined in FY19 plan 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 Printed Visitor Guide with Hartley; coordinated delivery to Creative for storage and fulfillment needs. o Continuous proofing, editing, communicating with Miles on App development o Promoting and reviewing mini-mag program with Texas Monthly, Chicago, Atlanta and Boston magazines. o Scoping and coordinating installation of in-market beacons and signage with City, County, National Park Service o Scoping analytics reporting for evaluation of ROI as well as promotional plans to ensure success of overall program o Finalizing in-market activation plans o Continuing App technology testing o Reviewing digital version technology with Nxtbook o Reshot 360* photos for execution o Working on promotional video scope o Coordinating PR release for AR program between Hayworth and Miles; includes execution of spring FAM Media planning o Finalizing, trafficking creative for approved media buys as per media plan. Major programs included: ▪ Kicked off Google DMO program w/ Miles ▪ Executing TripAdvisor co-op programs; review call on new TA structure and future changes ▪ Working w/ Wautauga on new NPR podcast program in NYC, DC, Boston and Chicago – approved IO and drafted script; reviewing weather triggered digital and potential OOH program o Continuing execution of FY19 partner cooperative advertising programs o Notified Paradise of moving in new direction for future creative needs. Will continue to use them to quote new projects as needed but transitioning to My Agency for small creative

Amelia Island Tourist Development Council

Tourism Activity Report

projects and splitting ad creative between My Agency and Digital Edge for resizing and tracking for current media plan. o Reviewing and optimizing evergreen programs with Conversant, Arrivalist, Sojern, etc. ▪ Status/review meetings with Arrivalist, o Continuing to evaluate potential programs Continuous review, optimization and execution of Marketing Dashboard Reviewing opportunities to address ADA compliance on AmeliaIsland.com and AmeliaIslandTDC.com Coordinating partnership ideas on Crane Island’s Southern Living idea house o Finalized landing page with lodging partner packages o Toured Idea House, partnering on potential promotional ideas Working with Digital Edge on regular eblasts, SEO work, updating landing page content for promotional programs, dashboard, etc. o Working on refresh of meetings section with expanded content Ongoing support of joint efforts of the Amelia Island Wayfinding program with Chamber Continuing to work with City Commissioner/TDC Board Member Chip Ross on Clean Beach Program presentations Working on drafts of: o AICVB / AITDC / BOCC contract language o Redeveloping AITDC Polies & Procedures Regular status calls and program management with Hayworth, Miles, Digital Edge, and SilverTech vendors

Collateral Visitor Guide –printed, see above Year in Review – finalized content for design; proofing drafts; sent to print in March.

Content Studio/ Social Dedicated coverage of Amelia Island Book Festival and world-class authors included an interview with John Grisham, book signing with chef Jacques Pépin, and a live broadcast of remarks by Diana Gabaldon of “Outlander” fame.

Premiered Beach Renourishment and Fernandina Beach Municipal Airport videos on social channels

Finalized Concours Week coverage plan featuring unprecedented access and permission to film drone video and interview VIPs from stage set in center of Concours

Created blog posts: Interview with John Grisham, The Real Treasure Island, 10 Ideas for Family Fun

Amelia Island Tourist Development Council

Tourism Activity Report

2.2M Impressions on Amelia Island Facebook page, 49,050 average daily users reached

161,500 video views on Amelia Island Facebook page

Top-performing social posts: John Grisham at the Amelia Island Book Festival, Fernandina Beach Municipal Airport Video

Gave presentation and mini-workshop on how to use Amelia Island video, photo, and social content to Omni Amelia Island Plantation Real Estate group

Prepared presentation for Philadelphia Destination Theatre at trade show

Updated video materials for ITB Berlin

Production continues for American Beach video feature, working in conjunction with Betsch family, American Beach Museum, and Amelia Island Museum of History

Update Marketing Dashboard with social media and video metrics, prepared data for 2018 Year in Review

Website

Launched completely redesigned TDC website ameliaislandtdc.com

Report from Arrivalist showed that over 60% of travelers who visited Amelia Island interacted with our owned content in the form of Ameliaisland.com and its offerings

Reprioritized ongoing work to accommodate AR app launch and to work toward completion of SEO enhancements

International Met with properties in advance of ITB to facilitate conversations with tour operators

Set up press trip for Andrew Mossack, BBC and for Rupert Parker, writing for Silver Travel Magazine, The Travel Magazine, Cultural Voyager, and Aboutmygeneration.com

Scheduling appointments for International Media Marketplace in the UK and ITB in Germany

Wrote pitch for Tim Hedgley, the Group Travel Editor for three online magazines in Northern Ireland - Belfastdaily, Derrydaily and NI Travel Magazine, proposing 1,000-word feature

Prepared press releases on Concours week for Germany and UK markets

Amelia Island Tourist Development Council

Tourism Activity Report

Public Relations

Writers Connected with Visit Florida team to review timeline brainstorm itinerary activities for April Canadian FAM Provided recommendations, information and images to Julia Loren for a “Three Days In Amelia Island” story in the June/July issue of Living Better 50 Partnered with Omni and Visit Florida to host Washington-based influencer, Joelle Friend, at a media rate. Created itinerary, coordinated kayaking excursion at Omni, and provided travel information Followed up with Erika Key, blogger with Eating with Erika, to confirm enjoyable dining experience at Pogo’s Kitchen and pass along information/images for inclusion in her blog post review of the restaurant Confirmed Ritz-Carlton, Amelia Island as CVB FAM host site and set dates in April Press/Outreach Provided information, images, and sample itinerary to New York Times’ T Magazine for Best of Florida special section to be published on 3/24 Drafted press release announcing new 2019 Visitor Guide with augmented-reality features and destination AR App. On hold for distribution until early April Fact-checked and provided edits to a previously-published destination travel article for repurposing in Tampa Bay Times Florida Summer Travel Guide Provided information and images to Ariana Agrios for article on myitchytravelfeet.com a travel site geared towards baby boomers Connected with team behind “This Way to the Beach,” a French-Canadian travel channel and sending a 4- person crew to film in Amelia Island this May. Provided recommendations for accommodations, activities, restaurants, and attractions Drafted media alert for 2019 Concours Week Pitched Amelia Island as a great spring break option to lead for families for TLCme.com article about warm, sunny places for families to spend spring break Declined opportunity to partner with show Atlanta & Co for spring break/summer segment called “Fly Away Friday” due to it being a paid opportunity. Encouraged the team to circle back with earned or trade- based opportunities Promotions/Partnerships Connected with Crane Island PR team to review planned offers/initiatives and brainstorm opportunities for partnership Communication Participated in bi-weekly calls with client to review upcoming initiatives and tasks Put out a call to all partners to share two hosting opportunities: CVB April FAM, and Visit Florida Canadian FAM in April Participated in initial AR App call with client, and follow-up call with client and Miles Provided publicity and activity reports Requested press kit from Pogo’s Kitchen to have on hand for pitching efforts

Amelia Island Tourist Development Council

Publicity Report January/February 2019 JAN/FEB 2019

TABLE OF CONTENTS

MEDIA GROUP: INTERNET 32 ITEMS

TRIPS TO DISCOVER: 10 Best Family Vacations in March 5

TRIPS TO DISCOVER: 6 Best Weekend Getaways From Orlando 5

MSN TRAVEL: The Best Small Towns in America for Valentine's Day 5

WE3TRAVEL: 25 Quintessential East Coast Family Vacation Destinations 5

TRIPS TO DISCOVER: 6 Best Vacation Spots Near Tampa 5

MYAJC.COM: Spring travel: Culinary delights 6

FLORIDA TIMES-UNION ONLINE: Check out a full calendar of weekend and upcoming car events, cruise-ins 6

PONTE VEDRA RECORDER ONLINE: Amelia Island Concours d'Elegance returns for 24th year 6

WELLANDGOOD: 10 unique getaways for the traveler who just wants a relaxing spring break 6

ATLANTA JOURNAL-CONSTITUTION ONLINE: Spring Travel: Fun in the Sun 6

COASTAL LIVING ONLINE: 13 Best Dog-Friendly Beaches in Florida 6

COASTAL LIVING ONLINE: Florida Bars and Restaurants with the Best Water Views 7

CONDÉ NAST TRAVELER ONLINE: The 15 Best Beaches in Florida 7

I KNOW JAX: Restaurant Week 7

LIVABILITY: 2019 6 Affordable Islands You Can Actually Live On 7

TOWN ONLINE: New Horizons: Experience Seaside Serenity 7

JACKSONVILLE MAGAZINE ONLINE: 5 Things to Love this January 7

ESTILOS: Amelia Island the storied home to royalty and riches 8

2 JAN/FEB 2019 MEDIA GROUP: INTERNET

TABLE OF CONTENTS

MARITIME EXECUTIVE ONLINE: Amelia Island's Maritime Heritage 8

WJXX-TV ONLINE: New documentary film tells history of Amelia Island 8

INSIDER: 10 of the most underrated romantic destinations in the US 8

VACATION IDEA: 25 Unique Winter Weekend Getaways in Florida 8

DAILY DREAM 360: Things to Do in Amelia Island Florida 8

HOTEL ONLINE: Florida and the First Coast see record number of visitors in 2018 9

ATT NET: 15 Wow-Worthy Florida Beaches Begging to be Instagrammed - lifestyle 9

WJXX-TV ONLINE: Amelia Island Restaurant Week kicks off Saturday 9

ATT NET: 25 of America's Best Small Towns for Valentine's Day Getaways - lifestyle 9

COUNTRY LIVING ONLINE: 25 Romantic Small Towns You Should Visit for Valentine's Day 9

HAPPILY HUGHES: Best Family Vacations Around Atlanta 9

FERNANDINA OBSERVER: Amelia Island Prepping for 11th Annual Restaurant Week 10

STYLEBLUEPRINT: Florida's First Coast: Where to Eat, Stay & Explore 10

DAILY PROGRESS ONLINE: FL Jacksonville FL Zone Forecast 10

MEDIA GROUP: BROADCAST 1 ITEMS

FIRST COAST LIVING - WTLV-TV: Restaurant Week Cooking Demo 11

MEDIA GROUP: PRINT 1 ITEMS

3 JAN/FEB 2019 MEDIA GROUP: PRINT

TABLE OF CONTENTS

TOWN: New Horizons: Experience Seaside Serenity 12

4 JAN/FEB 2019

MEDIA GROUP: INTERNET (32 ITEMS)

TRIPS TO DISCOVER: 10 Best Family Vacations in March 3/1/2019 MEDIA TYPE: News Web Sites LOCATION: Sarasota, Florida REACH: 148,067 SOURCE URL: Link to Source TEXT SNIPPET: ...Island, Florida Amelia Island, Florida (Hotel Prices & Photos) Amelia Island is located in a beautiful...

TRIPS TO DISCOVER: 6 Best Weekend Getaways From Orlando 3/1/2019 MEDIA TYPE: News Web Sites LOCATION: Sarasota, Florida REACH: 148,067 SOURCE URL: Link to Source TEXT SNIPPET: ...to Clipboard Amelia Island Florida Amelia Island (Hotel Prices & Photos) Just three hours from the top-rated...

MSN TRAVEL: The Best Small Towns in America for Valentine's Day 2/7/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 5,558 SOURCE URL: Link to Source TEXT SNIPPET: ...in a secluded cabin. 9) Amelia Island, FL - copyright Dan Reynolds Photography - Getty Images Slide 10 of 26: No Miami glit...

WE3TRAVEL: 25 Quintessential East Coast Family Vacation Destinations 2/25/2019 MEDIA TYPE: Blogs LOCATION: Providence, Rhode Island REACH: 42,309 SOURCE URL: Link to Source TEXT SNIPPET: ...! By Bryanna Royal, Crazy Family Adventure Recommendations on where to stay: Hilton Sandestin BeachHenderson Beach S...

TRIPS TO DISCOVER: 6 Best Vacation Spots Near Tampa 2/18/2019 MEDIA TYPE: News Web Sites LOCATION: Sarasota, Florida REACH: 148,067 SOURCE URL: Link to Source TEXT SNIPPET: ...Copied to Clipboard Amelia Island, Florida Amelia Island (Hotel Prices & Photos) Amelia Island...

5 JAN/FEB 2019 MEDIA GROUP: INTERNET

MYAJC.COM: Spring travel: Culinary delights 2/16/2019 MEDIA TYPE: Online Print Version LOCATION: Atlanta, Georgia REACH: 1,074,389 SOURCE URL: Link to Source TEXT SNIPPET: ...a gigantic bar and two full-service restaurants. Fernandina Beach, Fla...

FLORIDA TIMES-UNION ONLINE: Check out a full calendar of weekend and upcoming car events, cruise-ins 2/15/2019 MEDIA TYPE: Online Print Version LOCATION: Jacksonville, Florida REACH: 2,093,141 SOURCE URL: Link to Source TEXT SNIPPET: ..., at 3955 Amelia Island Parkway in Fernandina Beach. Held the day before and just down the road from the annual...

PONTE VEDRA RECORDER ONLINE: Amelia Island Concours d'Elegance returns for 24th year 2/15/2019 MEDIA TYPE: Online Print Version LOCATION: United States of America REACH: 9,226 SOURCE URL: Link to Source TEXT SNIPPET: ...By Jon Blauvelt The first time Chris Brewer attended the Amelia Island Concours d'Elegance, he felt like he was experiencing...

WELLANDGOOD: 10 unique getaways for the traveler who just wants a relaxing spring break 2/13/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 1,211,537 SOURCE URL: Link to Source TEXT SNIPPET: ...option, too.) View this post on Instagram Warmest wishes from the beaches of Amelia Islan...

ATLANTA JOURNAL-CONSTITUTION ONLINE: Spring Travel: Fun in the Sun 2/1/2019 MEDIA TYPE: Online Print Version LOCATION: Atlanta, Georgia REACH: 11,821,508 SOURCE URL: Link to Source TEXT SNIPPET:

COASTAL LIVING ONLINE: 13 Best Dog-Friendly Beaches in Florida 2/1/2019 MEDIA TYPE: Online Print Version LOCATION: Birmingham, Alabama REACH: 860,735 SOURCE URL: Link to Source TEXT SNIPPET:

6 JAN/FEB 2019 MEDIA GROUP: INTERNET

COASTAL LIVING ONLINE: Florida Bars and Restaurants with the Best Water Views 2/1/2019 MEDIA TYPE: Online Print Version LOCATION: Birmingham, Alabama REACH: 860,735 SOURCE URL: Link to Source TEXT SNIPPET:

CONDÉ NAST TRAVELER ONLINE: The 15 Best Beaches in Florida 2/1/2019 MEDIA TYPE: Online Print Version LOCATION: New York, New York REACH: 5,351,474 SOURCE URL: Link to Source TEXT SNIPPET:

I KNOW JAX: Restaurant Week 2/1/2019 MEDIA TYPE: News Web Sites LOCATION: REACH: SOURCE URL: Link to Source TEXT SNIPPET:

LIVABILITY: 2019 6 Affordable Islands You Can Actually Live On 2/1/2019 MEDIA TYPE: News Web Sites LOCATION: REACH: SOURCE URL: Link to Source TEXT SNIPPET:

TOWN ONLINE: New Horizons: Experience Seaside Serenity 2/1/2019 MEDIA TYPE: News Web Sites LOCATION: REACH: SOURCE URL: Link to Source TEXT SNIPPET:

JACKSONVILLE MAGAZINE ONLINE: 5 Things to Love this January 1/9/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 9,941 SOURCE URL: Link to Source TEXT SNIPPET: ...it can be hard to stay frugal when there’s an enticing plate of food around. Enter Amelia Island Restaurant Week, in w...

7 JAN/FEB 2019 MEDIA GROUP: INTERNET

ESTILOS: Amelia Island the storied home to royalty and riches 1/3/2019 MEDIA TYPE: Blogs LOCATION: Miami, Florida REACH: 7,521 SOURCE URL: Link to Source TEXT SNIPPET: ...Amelia Island the storied home to royalty and riches Northeast Florida’s coastal treasure, Amelia Island is a b...

MARITIME EXECUTIVE ONLINE: Amelia Island's Maritime Heritage 1/3/2019 MEDIA TYPE: Online Print Version LOCATION: Fort Lauderdale, Florida REACH: 140,019 SOURCE URL: Link to Source TEXT SNIPPET: ...LOVEAMELIA - Amelia Island - The Real Treasure Islan d from Amelia Island CVB on Vimeo. By MarEx 2019-01-02 18...

WJXX-TV ONLINE: New documentary film tells history of Amelia Island 1/3/2019 MEDIA TYPE: Online Broadcast Version LOCATION: Jacksonville, Florida REACH: 316,592 SOURCE URL: Link to Source TEXT SNIPPET: ...1/3/2019 3:46:30 PM Amelia Island, known as the real treasure island, announced the comp...

INSIDER: 10 of the most underrated romantic destinations in the US 1/25/2019 MEDIA TYPE: News Web Sites LOCATION: New York, New York REACH: 21,386 SOURCE URL: Link to Source TEXT SNIPPET: .../ Amelia Island is a low-key spot in Florida. Amelia Island, Florida. csfotoimages/ iStock For those who are...

VACATION IDEA: 25 Unique Winter Weekend Getaways in Florida 1/22/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 711,880 SOURCE URL: Link to Source TEXT SNIPPET: ...island’s six golf courses. Amelia Island’s Fernandina Beach has a mobile phone guided walking tour through its...

DAILY DREAM 360: Things to Do in Amelia Island Florida 1/21/2019 MEDIA TYPE: News Web Sites LOCATION: Toronto, Ontario - Canada REACH: 521 SOURCE URL: Link to Source TEXT SNIPPET: ...We have a detailed list of things to do in Amelia Island from browsing shops, cafes and restaurants in downtown Fernandina...

8 MEDIA GROUP: INTERNET

HOTEL ONLINE: Florida and the First Coast see record number of visitors in 2018 1/2/2019 MEDIA TYPE: News Web Sites LOCATION: Roswell, Georgia REACH: 150,305 SOURCE URL: Link to Source TEXT SNIPPET: ...interest of their followers in Jacksonville. Gil Langley, president of the Amelia Island Convention &...

ATT NET: 15 Wow-Worthy Florida Beaches Begging to be Instagrammed - lifestyle 1/18/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 1,187,329 SOURCE URL: Link to Source TEXT SNIPPET: ...- Amelia Island Best for Sand Dunes This barrier island, off the coast of Jacksonville, has 13 miles of beaches and many ar...

WJXX-TV ONLINE: Amelia Island Restaurant Week kicks off Saturday 1/17/2019 MEDIA TYPE: Online Broadcast Version LOCATION: Jacksonville, Florida REACH: 316,592 SOURCE URL: Link to Source TEXT SNIPPET: ...1/17/2019 6:30:47 PM Amelia Island Restaurant Week kicks off Saturday...

ATT NET: 25 of America's Best Small Towns for Valentine's Day Getaways - lifestyle 1/16/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 1,187,329 SOURCE URL: Link to Source TEXT SNIPPET: ...Island, FL No Miami glitz here, Amelia Island is a kinder, gentler Florida with grand dame Victorian mansions, 13 mile...

COUNTRY LIVING ONLINE: 25 Romantic Small Towns You Should Visit for Valentine's Day 1/16/2019 MEDIA TYPE: Online Print Version LOCATION: Birmingham, Alabama REACH: 11,519,212 SOURCE URL: Link to Source TEXT SNIPPET: ...evening by the fire in a secluded cabin. 10 Amelia Island, FL...

HAPPILY HUGHES: Best Family Vacations Around Atlanta 1/16/2019 MEDIA TYPE: Blogs LOCATION: Atlanta, Georgia REACH: 5,690 SOURCE URL: Link to Source TEXT SNIPPET: ...water park, shopping, and plenty of kids activities. Ritz- Carlton Amelia Island– My favorite. The service, the island, the k...

9 MEDIA GROUP: INTERNET

FERNANDINA OBSERVER: Amelia Island Prepping for 11th Annual Restaurant Week 1/10/2019 MEDIA TYPE: News Web Sites LOCATION: United States of America REACH: 25,272 SOURCE URL: Link to Source TEXT SNIPPET: ...island with a big appetite,” said Gil Langley, President and CEO of the Amelia Island Convention and...

STYLEBLUEPRINT: Florida's First Coast: Where to Eat, Stay & Explore 1/10/2019 MEDIA TYPE: News Web Sites LOCATION: Nashville, Tennessee REACH: 1,402,514 SOURCE URL: Link to Source TEXT SNIPPET:

DAILY PROGRESS ONLINE: FL Jacksonville FL Zone Forecast 1/1/2019 MEDIA TYPE: Online Print Version LOCATION: Charlottesville, Virginia REACH: 435,881 TEXT SNIPPET: SOURCE URL: Link to Source ...Nassau- Including the cities of Amelia City, Fernandina Beach, and Yulee 239 AM EST Tue Jan 1 2019 .TODAY...Partly cloudy...

10 MEDIA GROUP: BROADCAST (1 ITEMS)

FIRST COAST LIVING - WTLV-TV: Restaurant Week Cooking Demo 2/1/2019 MEDIA TYPE: Television Station Show LOCATION: Jacksonville, Florida REACH: SOURCE URL: Link to Source TEXT SNIPPET:

11 JAN/FEB 2019

MEDIA GROUP: PRINT (1 ITEMS)

TOWN: New Horizons: Experience Seaside Serenity 2/1/2019 MEDIA TYPE: Magazine LOCATION: Greenville, South Carolina REACH: 14,148 SOURCE URL: Link to Source TEXT SNIPPET:

SUMMARY FOR 1/1/2019 – 2/28/2019

MENTIONS REACH

INTERNET 32 41,212,797 Online Print Version 10 34,166,320 News Web Sites 17 6,357,773 Online Broadcast Version 2 633,184 Blogs 3 55,520

BROADCAST 1 Television Station Show 1

PRINT 1 14,148 Magazine 1 14,148 TOTAL 34 41,226,945

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