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Home My WebLink AboutTDC 012018 Min BackupST. LUCIE COUNTY TOURIST DEVELOPMENT COUNCIL MEETING Wednesday, December 13, 2017 0 12:30 P.M. MINUTES Members present: Commissioner Chris Dzadovsky, St. Lucie County Commissioner Rufus Alexander, City of Fort Pierce Michelle MacNichol, Perfect Drive Vacation Rentals Buzz Smith, The Beachfront Inn Mayor Oravec, City of Port St. Lucie Members absent: Paul Taglieri, St. Lucie Mets John Wilkes, The Sunrise Theater Terissa Aronson, St. Lucie County Chamber of Commerce Karen Marrone, Hutchinson Island Plaza Hotel & Suites Staff present: Katherine Barbieri, St. Lucie County Attorney Charlotte Bireley, St. Lucie County Tourism Tayler Hardison, St. Lucie County Tourism Wren Underwood, St. Lucie County ERD Mark Satterlee, St. Lucie County Administration Nicole Fogarty, St. Lucie County BOCC Also present: Ryan Strickland, Treasure Coast Sports Commission Rick Hatcher, Treasure Coast Sports Commission Noreen Kruse, Hutchinson Island Plaza Hotel & Suites Brian Kruse, Hutchinson Island Plaza Hotel & Suites Rachael Anglin, Downs & St. Germain Joseph St. Germain, Downs & St. Germain Laura O'Brien, PSL Civic Center Billy Gibson, Motorized Kayak Adventures Cathy Gibson, Motorized Kayak Adventures Robin Moran, Club Med Sales Marshall Adams, A.E. Backus Museum 1. CALL TO ORDER: Commissioner Chris Dzadovsky called the meeting to order at 12:52 PM. 2. ROLL CALL: Tayler Hardison called roll. Tourist Development Council Meeting 0 December 13, 2017 3. GUESTS INTRODUCED THEMSELVES: Guests introduced themselves. 4. APPROVAL OF MINUTES The minutes from November 8, 2017 were not approved, as there was not a quorum at the start of the meeting. 5. PUBLIC COMMENT: No public comments. 6. Financial & Web Report: Charlotte Bireley began the financial update by reporting that for the month of October the Tourism office brought in $56,433 in bed tax revenue, which was 25% higher than budgeted and 13.2% higher than October 2016. Mayor Oravec asked how long Tourism has been seeing record -breaking years in revenues, Charlotte said that this is the fourth year. Buzz Smyth inquired about the status of Air BNB taxing in St. Lucie County. Katherine Barbieri stated that the issue is being handled by the tax collector's office and that Air BNB is starting to make more concessions as time goes on. Michelle MacNichol explained that Airbnb demographics aren't as high in St. Lucie County, so there are fewer rentals in our area compared to other destinations. Mayor Oravec gave an update on the state of Port St. Lucie hotels. He said there is a new 114 room hotel coming to St. Lucie West and that the Springhill Suites renovation is almost complete. He also announced that he will be meeting the new owner of the Holiday Inn in Port St. Lucie soon for future partnerships. Web Report: Charlotte began the web report by stating that while November web visits were slightly down, many other key performance indicators were up significantly. She explained that the time being spent onsite had increased to 3:35 minutes from 1 minute and 45 seconds. She noted that the bounce rate had gone down from 64% to 47% which means more people are staying on the site after clicking. Tayler Hardison went over the top states visiting the site; which were, Florida, New Jersey, New York, Georgia and Michigan. She also stated that organic searched increased from 23% to 27% thanks to paid search engine marketing. Mayor Oravec asked to see the web data over the past year. Social Update: Tayler Hardison went over the paid Facebook campaigns that took place in November which included Golf & Holiday promotions. She also announced that in the next coming Page 2 of 5 Tourist Development Council Meeting 0 December 13, 2017 months the Tourism office was going to start paid ad campaigns to increase followers to the Visit St. Lucie profile on Instagram. 7. Canada Media Takeover Recap Charlotte began the presentation by giving a brief summary of the Canada Takeover that Visit St. Lucie partnered in with Visit Florida in October. Visit Florida came up with the approach and campaign to reenter the Canadian market in winter 2018 strong and to increase Canadian visitors to Florida. Through this partnership, St. Lucie joined the initiative as the Treasure Coast (in conjunction with Martin County & Indian River County). St. Lucie Investment: $6600 Media Received: • Collateral displayed that the Zoomer Consumer Show (Canada's largest show) • Digital Ads in Yonge-Dondas Square (Compared to Times Sqaure) • Union Station Activation Station with Natalie's Orchid Island Juice & Collateral • Union Station Video Ads • Union Station Ad Displays • Participation in media reception with Canadian travel writers and journalists • News Coverage from local channels Media Valued at $175,730 8. Tourism Legislative Update Nicole Fogarty began the presentation by explaining that she would be going over the new proposed changes to House Bill 3 and House Bill 585 & State Bill 658. She stated that the proposed changes of House Bill 3 changes the definition of the tourism promotion agency. Proposed changes to note for the St. Lucie TDC: • Requiring board members to file a financial disclosure if they benefit from the promotion. • Board members and employees are subject to Code of Ethics standards • Must post all contracts of $5,000 or more on website • Prohibits the promotion which will directly benefit a single entity. • Allows use of TDT funds to acquire, construct, extend, enlarge, remodel, repair, improve, maintain, operate, or finance public facilities Nicole stated that the goal is for the St. Lucie Tourist Development Council to be exempt from these proposed changes. Page 3 of 5 Tourist Development Council Meeting 0 December 13, 2017 9. Visitor Study -Final Results Joseph St. Germain & Rachael Anglin presented the economic impact report, which summarized the year -long visitor study which was conducted Oct. 1, 2016-Sep. 30, 2017. Major highlights included: • Economic Impact: $801,665,800 • 1,195,560 Visitors • 1,173,424 room nights generated • 7,965 jobs • $225,763,010 in wages • $3,923,390 in TDT They announced that the TDC members would be getting their marketing insights emailed after the email. Buzz Smyth & Mayor Oravec suggested that the Tourism office do more targeted promotions to friends and family to encourage them to visit St. Lucie, since "word of mouth" is the most common way people hear about the destination. Charlotte stated that the Tourism Office has already been implementing several of the marketing insights as recommended by the research firm such as working with Palm Beach International Airport, the destination's most frequented airport. 10. Tourism Activity Update a. Treasure Coast Sports Commission Ryan Strickland passed out a summary of the Treasure Coast Sports Commission events and budget for Fiscal year 2016/2017. b. Ecotourism Update Wren Underwood explained that she just wrapped up a Master Naturalist module for the year. She said that she is working with the Tourism Office on the new Nature Guide to come out next year which will cover all of the parks and nature preserves in the county that include a walking or hiking trail. 11. Other Business Robin Moran from Club Med announced that they will be hosting many events for the upcoming holidays at the resort and that they are encouraging residents of St. Lucie County to visit with a day -pass. Marshall Adams announced that the new Salvador Dali exhibit had just opened to the public at the A.E. Backus Museum. Laura O'Brien from the Port St. Lucie Civic Center stated that the center hired a new caterer which will allow future events' to be able to select their own vendor. Page 4 of 5 Tourist Development Council Meeting 0 December 13, 2017 Mayor Oravec announced that they are beginning to break ground on the new McCarty Ranch water improvement project which will increase fresh drinking water for residents. 12. Adjournment The meeting adjourned at 2:40 PM. Page 5 of 5 TDC November 2017 Variance P & L Report Actual Budget Budget Bed Tax Revenue $ 56,787 $38,700 47% Carry Forward $ 37,486 $ 37,486 0% Interest $ 42 $ 42.00 0% Total Revenue $ 94,315 $ 76,228 24% Direct Expenses Salaries/Benefits $ 15,903 $ 17,395 -9% Other Contract Services $ 5,702 $ 5,000 14% Software Support $ 6,595 $ 2,500 164% Travel $ 1,906 $ 708 169% Communications $ 78 $ 150 -48% Postage $ 752 $ 750 0% Printing $ - $ 1,458 -100% Promotional Items $ 629 $ 333 89% Promotional Entertainmei $ 265 $ 1,308 -80% Office Supplies $ 125 $ 125 0% Dues $ 15 $ 333 -95% Training & Seminars $ - Aid $ 9,500 $ 9,500 0% G & A $ 5,155 $ 5,155 0% Materials Center $ 20 $ 83 -76% Promotional Advertising $ 4,947 $ 18,750 -74% Equipment $ - $ - 0% Tax Collector $ 1,218 $ 1,218 0% Total Direct Expenses $ 52,810 $ 64,766 -18% Net Income $ 41,505 44% 7% TDC Year to Date 17/18 YTD as of 10/2017 Annual Variance P & L Report Actuals Budget Budget Bed Tax Revenue $113,220 $645,000 -82% Carry Forward $ 74,972 $449,830 -83% Interest $ 84 $500 -83% Total Revenue $188,276 $1,095,330 -83% Direct Expenses Personnel $ 34,660 $208,742 -83% Contract Services $ 22,830 $60,000 -62% Software Support $ 6,595 $30,000 -78% Travel $ 1,906 $8,500 -78% Communications $ 78 $1,800 -96% Postage $ 752 $9,000 -92% Printing $ - $17,500 -100% Materials Center $ 20 $1,000 -98% Promo Items $ 629 $4,000 -84% Promo Activites/Entertainment $ 265 $17,000 -98% Promo Advertising $ 7,761 $225,000 -97% Office Supplies $ 125 $1,500 -92% Dues & Memberships $ 3,140 $4,000 -22% Aid (TCSC) $ 59,000 $215,000 -73% Training & Seminars $ 245 $2,000 -88% Equipment $ - $0 0% G & A $ 5,155 $61,868 -92% Tax Collector $ 2,436 $14,616 -83% Total Direct Expenses $ 145,597 $881,526 -83% Net income $ 42,679 23% 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 40,217/69,602 Nov 45,677/35,981 Nov $48,793/$34,578 Nov $56,787/$52,810 Dec 50,417/38,845 60,421/37,675 $53,209/$63,456 2 3 4 5 6 7 8 9 Jan 74,046/104,150 84,832/66,124 $79,044/$87,085 10 Feb Mar Apr May Jun 97,234/43,806 Feb 11 96,839/91,967 Feb $96,610/$78,371 Feb 12 109,221/51,665 Mar 59,760/47,839 Apr 45,070/44,247 May 13 115,858/58,382 Mar $115,320/$65,749 Mar $75,166/$94,748 Apr 14 Apr 15 57,049/56,421 16 May $56,693/ $67,053 May 17 48,445/39,469 18 550,181/$75,735 Jun 19 42,301/45,6E 49,530/52,614 20 21 Jul 46,827/40,112 53,175/73,314 $55,335/$56,966 22 Aug Sep ITOTAL 5 Aug 534,153/46,3CO9Sep 680,005/583,614 TOTAL 23 46,295/35,178 $48,667/$50,119 $55,749/$70,288 Sep $734,536/$833,563 TOTAL $113,220/$150,751 24 41,906.41/78,244 Sep 738,211/706,209 TOTAL 25 26 27 December 2017 Web Report 2016 Jan I Feb1marl AprImayl Jun I Jul jAugj Sepj Octl Novj Dec Total Visits 15,433 14,475 15,109 13,008 13,391 18,662 18,088 15,139 13,896 57,074 10,457 11,012 215,744 Bounce Rate 55% 55% 57% 56% 55% 64% 63% 52% 52% 47% 57% 57% 56% Average Time 1:59 1:57 1:47 1:55 2:08 1:29 1:26 1:40 1:29 2:13 1:43 1:41 1:47 New Visits 69% 68% 68% 64% 60% 68% 71% 64% 61% 60% 56% 57% 64% Social Sessions 143 49 81 177 148 183 984 280 427 15496 199 172 18339 Mobile Usage 29% 29% 33% 34% 32% 32% 30% 33% 33% 44% 31% 33% 33% 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 7% 7% 7% 1:28 1:37 1:36 1:10 1:07 1:12 1:45 3:25 3:08 1:48 New Visits 61% 62% 66% 72% 70% 1 69% 1 73% 1 73% 1 62% 1 72% 1 63% 1 64% 1 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% 1 41% 40% 39% 32% 47% 51% 55% 48% 48% 42% Acquisition -November 2017 Top 5 States ■ Organic Search 1. Florida 57% ■ Direct 2. New Jersey 5% ■ (Other) 3. New York 5% so�-_iai ■ Referral 4. Georgia 4% 5. Connecticut 3% 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 RefE Users who clicked on a link to the site via source site A user who visited our website via a social platform Other: Paid marketing that directed users to the website (i.e. SEM) 2017 State Visitors to Website: Month by Month 6,713 8,420 '# of T-l- 93 91' .- of Total. 9a.1= 1- Florida 2,972 (44.419i'. 1- Florida 5,850 (69.32%) 1- Florida 2. New York 974 (14.554 2, Georgia 430 di.02%) 2. New York 3. Virginia 42C f6.w6, 3. New York 238 (2.78%) 3. New Jersey 4 New Jersey 393 (5a7, 4. New Jersey 209 1 4 Gemgla 5- Georgia 257 (3.9S1, 5. North Carolina 171 (2.00%) 5. Connecticut 6. Texas 143 (2141. 6. California 128 (1,49%) 6. Ma55aahusetts 7. Connecticul 127 n..9ov 7. Massachusetts 127 (1.4e%) 7- Pennsylvania 8. Pennsylvania 127 0901-', 8. Texas 126 (1.47%) 9- Virginia 9- Massachusetts 124 ri.as%'. 9- (not set) 102 (s.2a%) 9. Michigan 10- Michigan 67 0 301 10. Pennsylvania 100 (1.17%) 10- Cho, March April 9,834 %of Total' 97 62% (10,734) 1. Florida 6,440 (64.41%] 1. Florida 2. Georgia 933 (9.33%) 2. Georgia 3. New York 250 (2.50%) 3. New York 4 New Jersey 204 (204%) 4. New Jersey 5. Texas 190 (1.90%) 5. Texas 6. North Carolina 189 (1.89%) 6- North Caolina 7. Pennsylvania 118 (1.ri 7 Massachusetts 8- Illinois 117 (1.17%) 6- Pennsylvania 9- Tennessee 116 (1.16%) 9 Virginia 10. California 109 (1.1}9%) 10- Rhode Island July August 7,313 %of T.A. 91.22% 8,017) 1. Florida 4,533 [61.6t%] 2. New York 34% (4.74%f t Florida 3. Georgia 216 (2.94%] 2 Georgia 4, Rhode Island 15D (2.04%] 3. New York 5. Pennsylvania 146 (1.98%) 4 Massachusetts - 5- Michigan 6. New Jersey 145 (1.97%] - 6. Connecticut 7. Texas 144 (1.96%] 7. New Jersey 8. North Carolina 136 (1.85%] s- Pennsylvania 9. California 129, (1.75%] 9- Virginia 10. Massachusetts 124 (1.6l 10. North Carolina May 6,032 %of Total: g0.79% (6,644y 3,721 {60.92%) 1. Florida 362 (533%) 2 New York 200 (3.27%) 3. New Jersey 172 (2.82%) q Massachusetts 135 (2.2 i%) 5- Georgia 123 (2.01%) 6. Pennsylvania 112 (1.95%) 7 Virginia 101 (1.65%) S. Texas 96 (t.s7%) 9. Ohio a8 (1.44%) 10. Illinois September 5,671 %of Total: 80.29% 3,256 {56.75%) 348 (6.07%) 287 (5.001 275 (4.79%) 171 (2.96%) 116 (2.02%) 113 110 (1.92%) 104 (1.81%) 86 (1.50%) 4,214 %of Total: 94 (4,471)71( 1,776 {41.79%) 9.94%) 947 {1 307 (7.23%) 148 (3.48%) 141 87 (2.05%) 87 (2.U5%) 67 (1.58%) 59 (1.39%) 56 (1.32%) 5,902 7,454 %of Fotal'. 90.30% (8,255) 4,109 (fil 1- Florida 3.692 149 (2.50" 2 New York 1,761 (22.97%) 146 (2.451', 3. New Jersey 341 (4.45%) 122 (205a 4. Georgia 18O (2.353) 103 (1.73? 5- Pennsylvan la 149 99 (1.66a 6- North Carolina 125 93 (1.56'. 7. Massachusetts 118 (1.54%) 92 (1.54g.' 8. Michigan 117 (1.53%) 92 9- Virginia 103 89 11.99^' 10- Texas 96 (1.25%) October November December Social Media Activity A B C D E F G H I J K L M N O 1 2 Dec Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec Totals 3 4 5 New Likes 1,570 82 34 126 97 118 72 163 138 131 70 85 16,609 6 Total Reach 39,270 28,702 88,395 44,061 66,312 18,867 22,708 33,218 122,154 27,027 259649 99837 228233 490,714 7 Post Engagement 6,828 4,607 8,358 9,500 11,042 4,549 6,512 4,063 11,562 3,697 7,542 3,772 5,156 87,188 8 Video Views 8,383 7,625 911 1,814 747 5,032 16,734 35,269 11,105 33,278 22,387 59,481 202,766 9 10 11 Engagement 1,400 1,970 2,100 2,589 3,411 1,940 2,723 1,952 1,970 3,039 1,250 1,310 2,615 28269 12 New Followers 67 55 328 200 207 166 179 55 205 95 111 56 80 1804 13 14 15 Mentions 85 54 54 101 97 72 112 152 136 122 110 104 64 1263 16 New Followers 30 64 41 53 47 36 42 75 38 66 25 55 98 1,618 17 Impressions 33,000 39,000 40,400 60,400 58,900 47,600 55,600 47,800 121,000 44,800 58,800 39,000 73,000 719,300 18 Profile Visits 1,739 1,703 1,828 2,539 2,459 600 1,497 1,163 1,744 1,161 1,109 1,219 1,901 20,662 19 20 teach/Impression Number of how many people 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 @Visit5tLucie in their own post Page Likes Someone on Facebook has liked the Visit St. Lucie page 21 22 23 24 25 26