Visit Jacksonville President’s Report Tourist Development Council Meeting August 2013

Financial Update Year to Date Budget Year End Projections

STR Report Highlights Total Revenue is up $6,575,682 Year to Date and demand is up 48,630 room nights Overall, every month in 2013, Average Daily Rate has been up. YTD (1 st two Qtrs) Group Average Daily Rate (ADR) up to $79.07 (up $4.17) – Higher quality Groups February group ADR was $83.45, last February was $76.72 (+$6.73). Every Month in 2013, group ADR is up. Transient occupancy is up 7.0% YTD and Transient Revenue per available room (RevPAR) is up 8.1%.

Organization Highlights Sales: Restructured the sales organization Quotas focused on New Business for the city Marketing: Website visitation is up 26% Averaging 70,000 visitors a month our highest numbers in history Improved social media fan engagement Improved video product and photo galleries Better digital planning resources

Market Evaluation Visit Jacksonville Structural Evaluation Strategic Plan Business Plan Budget Planning Sequence

Desired Outcomes: Greater Economic Prosperity for Jacksonville Recognition of Jacksonville as a premier visitor destination Greater Community Pride, Energy and Engagement Aspirational Plan Progress Strategic Plan

Outcome: Economic Prosperity: Realign sales, service and marketing structure and accountability metrics Redirect sales efforts to more focused industry markets Boost room nights production in convention, meeting, sport and leisure tourism markets Implement an on-going annual or semi-annual research program to measure industry impact, growth and marketing value and effectiveness. Desired Outcome Strategies

Outcome: Recognition of Jacksonville as a premier visitor destination: Develop Destination Brand Essence and Brand Presentation Increase market reach and expansion Increase national earned media exposure for Jacksonville Expand Marketing/Sales Resources Advance the latest technology in order to keep Visit Jacksonville efficient and competitive in both sales and marketing Create greater awareness of the mission of Visit Jacksonville and the value of the visitor industry within the local community. Desired Outcome Strategies

Outcome: Greater Community Pride, Energy and Engagement : Create a collaborative Community Visioning/Community Alignment Process Create first Certified Tourism Ambassador (CTA)/Experienced Dedicated Destination (EDD) program in the state of Florida. Create a Customer Advisory Council Develop a Way Finding Signage Initiative Desired Outcome Strategies

Outcome: Aspirational Plan Progress: Recruit and engage the right community leaders Establish Competitive Destination Benchmarks Establish desired five-year outcomes Institute a Critical Path action plan Explore destination infrastructure needs Create new and unique visitor experiences Desired Outcome Strategies

Business Plan Budget

Budget Comparison

Requesting 10% of the annual bed tax collections, totaling $518,100 for These funds will be used to strengthen and greatly increase our advertising reach All of these funds are used to grow brand essence and destination awareness to key markets including the Southeast, Florida, the I-95 Corridor and on the convention side – meetings professionals Marketing Initiative Funds Request

Marketing Initiative Budget: $518, Leisure $365, % Meetings/Conventions $120, % Contingency Budget:$33, % Shift focus to digital marketing which is more measureable and has been most successful in recent years 48% Renewed focus on driving traffic to our website and pushing business to our local hotels and attractions Selected print publications which provide long-term shelf life (annual guides) and strong circulation numbers (24%) Increased television advertising to more niche and geographical markets including fishing, regional cable programming, nationally televised events happening in Jacksonville (27%) Expect to reach an audience of over 200,000,000 with this initiative alone

Grant Funds Request