The URL can be used to link to this page

Home My WebLink AboutAugust TDC Packet FinalFor[ PleFce -Port Si. Lucie • Hutchi nwn Island Vf1h, •� St -Lucie .� Florida from tides to trails ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL Wednesday, August 8, 2018 at 12:30pm 3rd Floor Conference Room St. Lucie County Administration Building 2300 Virginia Avenue Fort Pierce, FL 34982 1. Call to Order......................................................................................................................Chris Dzadovsky 2. Roll Call.............................................................................................................................. Tayler Hardison 3. Self-Introductions..............................................................................................................Chris Dzadovsky 4. Approval of the Minutes from June 13, 2018....................................................................Chris Dzadovsky 5. Public Comment......................................................................................................... Chris Dzadovsky 6. Financial & Web Report .................................................................... Charlotte Bireley & Tayler Hardison a. May & June 2018 Revenue and P & L Report b. May & June 2018 Monthly Expenses vs. Revenue Comp Report c. June & July Website Activity Report d. June & July Social Media Activity Report 7. Vacation Rentals / AirBnB Tourist Tax Collections ........................... Chris Craft, SLC Tax Collector 8. TDC Member Recognition................................................................. Chris Dzadovsky & Linda Bartz 9. How To Do Florida — Episode 909............................................................................. Charlotte Bireley 10. Other Business...................................................................................................................Chris Dzadovsky 11. Adjournment......................................................................................................................Chris Dzadovsky Please note — Meetings are recorded. Anyone with a disability requiring accommodation to attend this meeting should contact the St. Lucie Tourism Office at (772) 462-1472 or TDD (772) 462-1428 at least forty-eight (48) hours prior to the meeting. ST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Wednesday, June 13, 2018 0 12:30 P.M. MINUTES Members present: Commissioner Chris Dzadovsky, St. Lucie County Mayor Greg Oravec, City of Port St. Lucie Karen Marrone, Hutchinson Island Plaza Hotel & Suites Paul Taglieri, St. Lucie Mets Terissa Aronson, St. Lucie County Chamber of Commerce Commissioner Rufus Alexander, City of Fort Pierce Michelle MacNichol, Perfect Drive Vacation Rentals Buzz Smyth, The Inlet Grill Staff present: Katherine Barbieri, St. Lucie County Attorney Tayler Hardison, St. Lucie County Tourism Allison MacDonald, St. Lucie County Tourism Amanda Thompson, St. Lucie County ERD Michelle Peterson, St. Lucie County OMB Robert Delgadillo, St. Lucie County Administration Also present: Ryan Strickland, Treasure Coast Sports Commission Rick Hatcher, Treasure Coast Sports Commission Nick Mimms, City of Fort Pierce Libby Woodruff, City of Fort Pierce Caleta Scott, City of Fort Pierce Brenda Josaphat, City of Fort Pierce Norren Kruse, Hutchinson Island Plaza Hotel & Suites Linda James, Guest of Noreen Kruse Ryan O'Connor, Member of the Public 1. CALL TO ORDER: Commissioner Chris Dzadovsky called the meeting to order at 12.24 PM. 2. ROLL CALL: Tayler Hardison called roll. 3. GUESTS INTRODUCED THEMSELVES: The guests introduced themselves. Tourist Development Council Meeting 0 June 13t", 2018 4. APPROVAL OF MINUTES The minutes from April 11 th, 2018 and May 9t", 2018 were approved. 5. PUBLIC COMMENT: No public comment. 6. Financial & Web Report: Charlotte Bireley reported that Tourism revenues were $322,895 for the month of April 2018, which was a 15% decrease from revenues of April 2017. She attributed the decrease to a couple of changes; Easter came earlier this year, Spring Training ended one week earlier & the majority of the teams here for Vinnyball left earlier. She reported that Tourism revenues remained up 9.4% year to date (October -April). Other hoteliers in the room believe that the weather this season, affected their lower occupancy rates, which would have also led to the decrease in bed tax revenues. Michelle MacNichol reported that the impact from PGA Golf Club moving from public to private has majorly affected Perfect Drive Vacation Rentals in a negative way. Buzz Smyth inquired on an Airbnb update. Commissioner Dzadovsky explained that the tax collector has not come to agree on a contract with Airbnb due to a few transparency issues. Currently, the contract does not allow for any auditing capabilities to make sure these properties are actually paying the taxes. Buzz asked that the tax collector come present at one of the future TDC meetings on this. On the revenues versus expenses report, Commissioner Dzadovsky explained that these numbers do not reflect our carry forward. Web Report: Tayler Hardison went over the web report for the month of May 2018. She noted that there were no paid campaigns directed to the site during the month of May, but that the new Share Your St Lucie Campaign had just launched at the beginning of June. She highlighted the continued increase in web visits and time on site compared to 2017. Commissioner Dzadovsky inquired about the breakdown of the hits to each individual webcam. Tayler said she would report back on those numbers at the following meeting, but that the Fort Pierce Jetty Cam is the most highly viewed. Social Update.- Tayler Hardison went over the social media update for the month of May 2018. She reminded the TDC that since no paid social media campaigns were performed this month, there was a direct change in the data reflected on Facebook in terms of reach and engagement. Tayler went over the current data analytics from the first week of the Share Your St Lucie campaign, which was encouraging local residents to enter to win & Page 2 of 5 Tourist Development Council Meeting 0 June 13t", 2018 share for surfing lessons for two. At the current time, the campaign had received 300 clicks and had reached 8,300 people. 7. History of Tourism Capital Funding Projects Charlotte Bireley went over the history of the tourist tax and how it was established. She then went over the allocation of each of the five cents. On slide 4, she explained the detailed breakdown of each division of the cents, 73.5% goes to the Mets stadium in Port St. Lucie, 20% goes to Tourism Marketing and 6.5% goes to capital facilities in Fort Pierce. Mayor Oravec requested a copy of the debt service schedule of Mets Stadium and to be copied on any ongoing discussions of the current status the Mets renovations. Commissioner Dzadovsky agreed to keep the Mayor updated on all of these requests. Mayor Oravec also proposed the idea that the 33% of the 5t" cent not have geographical contraints, but be awarded based on merit and ROI, while Commissioner Dzadovsky argued forward the City of Fort Pierce is already only getting such a small amount of the funds. Mayor Oravec began to argue that the Mets Stadium doesn't stop at Midway Road and its impact positively affects the entire county, not just Port St. Lucie and believes that the City is being boxed out of other opportunities for tourism projects such as a museum or an art gallery on the river. He then requested to the see the numbers on the impact of the Mets in the County. Commissioner Dzadovsky requested that the Mayor bring forward any appeals of moving Mets Stadium elsewhere, to the board. Buzz Smyth added that he feels a majority of the people in Port St. Lucie do not travel north of Midway Road, they go to Martin County, Palm Beach and Jensen Beach. He added that people who stay in PSL rarely know that their beach is in St. Lucie County and Fort Pierce and this is an issue that Fort Pierce continues to struggle with and a perception that they are trying to change. Ms. Bireley ended the presentation with information on the fund balance that remains in the 33% of the 5t" cent. She added that the $135,000 earmarked for the Airport Entranceway project has already been deducted from the balance. 8. Zora Neale Hurston Dust Tracks Heritage Trail Libby Woodruff began the presentation with an overview of the Zora Neal Hurston Dust Tracks Heritage Trail & how it began in Fort Pierce in 2003. She discussed the different stops on the trail and the numerous guided tours done for large groups over the past years. Then Caleta Scott reported on the rising international exposure of Zora & how Fort Pierce should really capitalize on it. With the new buzz on Zora's new book release this year, Fort Pierce has been added to the national tour for her new book "Barracoon". The City is planning on hosting an event to celebrate her memory & new published book at this stop on the tour. The City of Fort Pierce is asking the TDC for funds to improve the current condition of the trail markers along the stops on the trail, as well as adding two new kiosks. The total of this project will be 31,388.23; however, they are requesting a grant of $20,000 from the TDC and will match the funds for the remaining balance. Page 3 of 5 Tourist Development Council Meeting 0 June 13t", 2018 Michelle MacNichol motioned the grant request be brought to the BOCC. Commissioner Alexander seconded the motion. Motion passed unanimously. 9. FY 2019 Proposed Budget Charlotte Bireley began the proposed 2018/2019 budget presentation. She gave an overview of what to expect financially for the upcoming fiscal year; a conservative revenue forecast, reduced expenses, data driven decisions & a tighter budget. She went over Tourism's Reserves Policy of maintaining a reserve amount equal to 3-4 months of tourist tax revenue. In the new proposed budget, some line items with significant changes include; the reduction of Software Support (due to the elimination of the Visit St. Lucie mobile app), Printing, and Promotional Entertainment. Charlotte explained that now that we have an additional staff member focusing on public relations activities, the costs related to promotional activities & entrainment are justified for a decrease. She explained that Travel costs will increase slightly due Tourism's presence in New York for three Mets Games next summer. Regarding the explanation of the reduction of promotional advertising account, Charlotte explained that the tourism office is currently in discussions with Indian River County, Martin County & Visit Florida in effort to create a Treasure Coast Brand. It's not confirmed, but Visit Florida has indicated earmarking a large amount of funding dollars towards the project, which will benefit all and more than make up for the reduction in the promotional advertising line item. The next slide showed the last 5 years of Actual TDT Revenues versus Expenses. Charlotte explained that Tourism had been operating in a budget deficit and that more funds will need to be placed in reserves for the upcoming budget year. Commissioner Alexander motioned the 2018/2019 budget be brought to the BOCC. Michelle McNichol seconded the motion. Motion passed unanimously. 10. FY 2019 Treasure Coast Sports Commissioner Contract Modifications Rick Hatcher distributed a flyer to the group, which covered the contract modifications for the upcoming fiscal year. He went over the current status of sports in St. Lucie County. He reported that there were over 146 games the previous weekend at Lawnwood field alone. 11. Tourism Activity Update St. Lucie ERD Amanda Thompson reported that the St. Lucie ERD put on 99 guided hike programs this past season with over 1100 people who participated. St. Lucie Tourism Allison MacDonald went over the Tourism Showcase that took place on May 20t". She estimated that over 1300 people were in attendance. Page 4 of 5 Tourist Development Council Meeting 0 June 13t", 2018 12. Other Business Buzz Smyth mentioned his upcoming event at the Causeway Cove Marina for Father's Day. He also brought forward the water taxi idea that will connect the local marinas to downtown Fort Pierce for tourists. Commissioner Alexander requested that Buzz bring this officially to the Fort Pierce City Commission. 13. Adjournment The meeting adjourned at 2:12 PM. Page 5 of 5 TDC May 2018 P & L Report Bed Tax Revenue Carry Forward Interest Total Revenue Direct Expenses Salaries/Benefits Other Contract Services Software Support Travel Communications Postage Printing Promotional Items Promotional Entertainment Office Supplies Dues Training & Seminars Aid G & A Materials Center Promotional Advertising Equipment Tax Collector Total Direct Expenses ►MIGN 1, ; Variance Actual Budget Budget $54,095 $51,600 5% $ 37,486 $ 37,486 0% $ 42 $ 42.00 0% $ 91,623 $ 89,128 3% $ 17,333 $ 17,395 0% $ 4,570 $ 5,000 -9% $ 9,572 $ 2,500 283% $ 315 $ 708 -56% $ 39 $ 150 -74% $ 94 $ 750 -88% $ 35 $ 1,458 -98% $ 1,979 $ 333 494% $ 779 $ 1,308 -40% $ 320 $ 125 156% $ 5 $ 333 -99% $ - $ 167 0% $ 9,500 $ 9,500 0% $ 5,155 $ 5,155 0% $ - $ 83 -100% $ 8,542 $ 18,750 -54% $ - $ - 0% $ 1,218 $ 1,218 0% $ 59,455 $ 64,933 -8% $ 32,168 35% TDC June 2018 Variance P & L Report Actual Budget Budget Bed Tax Revenue $ 54,947 $45,150 22% Carry Forward $ 37,486 $ 37,486 0% Interest $ 42 $ 42.00 0% Total Revenue $ 92,475 $ 82,678 12% Direct Expenses Salaries/Benefits $ 13,997 $ 17,395 -20% Other Contract Services $ 3,400 $ 5,000 -32% Software Support $ 210 $ 2,500 -92% Travel $ 873 $ 708 23% Communications $ 8 $ 150 -94% Postage $ 403 $ 750 -46% Printing $ 1,116 $ 1,458 -23% Promotional Items $ 73 $ 333 -78% Promotional Entertainment $ 518 $ 1,308 -60% Office Supplies $ 360 $ 125 188% Dues $ 1,214 $ 333 265% Training & Seminars $ - $ 167 -100% Aid $ 9,500 $ 9,500 0% G & A $ 5,155 $ 5,155 0% Materials Center $ 232 $ 83 179% Promotional Advertising $ 8,369 $ 18,750 -55% Equipment $ - $ - 0% Tax Collector $ 1,218 $ 1,218 0% Total Direct Expenses $ 46,647 $ 64,933 -28% Net Income $ 45,828 50% TDC Year to Date 17/18 YTD as of 06/2018 Annual Variance P & L Report Actuals Budget Budget Bed Tax Revenue $677,010 $645,000 5% Carry Forward $337,374 $449,830 -25% Interest 378 $500 -24% Total Revenue $1,014,762 $1,095,330 -7% Direct Expenses Salaries/Benefits $152,848 $208,742 -27% Other Contract Services $47,410 $60,000 -21% Software Support $17,079 $30,000 -43% Travel $7,368 $8,500 -13% Communications $434 $1,800 -76% Postage $8,139 $9,000 -10% Printing $30,584 $17,500 75% Promotional Items $4,615 $4,000 15% Promotional Entertainment $8,217 $17,000 -52% Office Supplies $2,002 $1,500 33% Dues $4,609 $4,000 15% Training & Seminars $285 $2,000 -86% Aid $186,000 $215,000 -13% G & A $46,371 $61,868 -25% Materials Center $670 $1,000 -33% Promotional Advertising $117,553 $225,000 0% Equipment $0 $0 0% Tax Collector $10,962 $14,616 -25% Total Direct Expenses $645,146 $881,526 Net income $369,616 36.42% REVENUE VS. EXPENSE COMPARISON REPORT A B C D E F G H I J K L 1 FY 2015 FY 2016 FY 2017 FY 2018 Revenue/Expenses Revenue/Expenses Revenue/Expenses Revenue/E penses Oct 36,505/26,241 Oct 38,190/68,910 Oct $49,813/$89,284 Oct $56,433/$97,941 Nov Nov 45,677/35,981 Nov $48,793/$34,578 Nov $56,787/$52,810 D 5 60,421/37,675 $53,209/$63,456 $65,393.05/$83,381 2 3 4 5 6 7 8 9 Jan H2762 84,832/66,124 $79044/$87,085 $91,095/$84,624 10 Feb Mar Apr May Jun 6 Feb ,,665 Mar 7Feb $108,100/$75,697 11 96,839/91,967 $96,610/$78,371 Feb 115,858/58,382 Mar $115,320/$65,749 Mar 57,049/56,421 Apr $75,166/$94,748 Apr 48,445/39,469 May $56,693/ $67,053 May 49,530/52,614 $50,181/$75,735 Jun 12 13 $125581/$65,506 14 15 59,760/47,839 Apr $64,579.02/$79,084 16 17 45,070/44,247 May $54,095/$59,455 18 19 42,301/45,680 Jun $54,947/$46,647 20 21 Jul 46,827/40,112 53,175/73,314 555,335/$56,966 22 23 Aug 44,255/25,105 46,295/35,178 $48,667/$50,119 24 25 Sep TOTAL 34,153/46,309 41,906.41/78,244 $55,749/$70,288 TOTAL $674,010.07/$645,145 26 680,005/583,614 TOTAL 738,211/706,209 TOTAL $784,680/$833,563 27 June/July 2018 Web Report 2017 Jan I Feb I Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total Visits 13,532 12,169 12,262 9,722 10,803 9,011 13,935 11,949 29,025 10,765 9,538 10,217 152,928 Bounce Rate 57% 57% 51% 51% 55% 57% 70% 73% 70% 64% 47% 46% 61% Average Time 1:45% 1:43% 2:00 1:28 1:37 1:36 1:10 1:07 1:12 1:45 3:25 3:08 1:32 New Visits 61% 62% 660o 72% 70% 69% 73% 73% 1 62% 1 72% 63% 64% 67% Social Sessions 292 276 264 879 492 302 659 2,740 4,263 2,450 1,500 1,719 15836 Mobile Usage 32% 34% 37% 41% 40% 39% 32% 47% 51% 55% 48% 48% 42% 2018 Jan Feb Mar Apr May June July Total Visits 11,974 12,256 12,882 14,038 18,994 18,836 20,376 109,356 Bounce Rate 31% 24% 20% 17% 18% 21% 22% 22% Average Time 2:51 3:13 3:20 5:12 5:12 3:26 3:05 3:45 New Visits 85% 81% 80% 80% 81% 1 83% 83% 82% Social Sessions 1819 478 360 332 336 2843 4476 10644 Mobile Usage 56% 1 56% 52% 48% 55% 65% 68% 57% Acquisition Jun-18 ■ (Other) ■ Organic Search ■ Social Direct ■ Referral Jul-18 Top 5 States .Social 1. Florida ■ (Other) ■Organic Search 2. Georgia Direct Referral 3. New York Email 4.Texas 5.New Jersey 69% 3% 2% 2% 2% Organic Search: Users who searched for something that led them to the site Direct: Users who typed in the URL or had a bookedmarked page Referrz Users who clicked on a link to the site via source site Social A user who visited our website via a social platform Other: Paid marketing that directed users to the website (i.e. SEM) Social Media Activity June/July 2018 A B C D E I F G H I J K L M N O 1 2017 Sep Oct Nov Dec Jan Feb 2018 EL June July Totals 2 July Aug Mar Apr May 3 7 4=m 5 New Likes 72 163 138 131 70 85 391 188 153 92 77 370 493 18,229 6 Total Reach 33,218 122,154 27,027 259649 99837 228233 81849 42867 55848 26091 21098 201551 119396 1,318,818 7 Post Engagement 4,063 11,562 3,697 7,542 3,772 5,156 12,342 5,097 2,792 2,696 2,143 7,668 15,504 84,034 8 Video Views 16,734 35,269 11,105 33,278 22,387 59,481 34,580 12,301 2,002 2,318 1,293 28,621 28,694 288,063 9 10 Instagram 11 Engagement 1,952 1,970 3,039 1,250 1,310 2,615 1,990 1,499 1,581 1,478 1,355 1,906 1,362 23,307 12 New Followers 55 205 95 111 56 80 159 120 400 36 37 64 59 2223 13 14 15 Mentions 152 136 122 110 104 64 58 73 50 76 44 82 63 1134 16 New Followers 75 38 66 25 55 98 25 40 34 31 34 49 20 1,864 17 Impressions 47,800 121,000 44,800 58,800 39,000 73,000 50,700 35,500 56,300 138,000 66,300 54,600 77,900 863,700 18 Profile Visits 1,163 1,744 1,161 1,109 1,219 1,901 1,322 824 1,268 1,314 1,434 1,237 1,256 16,952 19 20 each/Impressiow Number of how many peop a viewed our posts Enagagement Likes/favorites, comments and/or shares New Follower A new user that can see all Visit St. Lucie posts on their feed Tweet A status posted on Twitter via text, photo or video in 140 characters Mention Someone tagged @VisitStLucie in their own post Page Likes Someone on Facebook has liked the Visit St. Lucie page 21 22 23 24 25 26