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Fr. Pierce • Pori 5l. Wo,
• HuLchtnson Island
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
Wednesday, December 13, 2017
County Administration Building, 3"d Floor Conference Room
2300 Virginia Avenue
Fort Pierce, FL 34982
12:30pm
1. Call to Order......................................................................................................................Chris Dzadovsky
2. Roll Call.............................................................................................................................. Tayler Hardison
3. Self-Introductions..............................................................................................................Chris Dzadovsky
4. Approval of Minutes from November 8, 2017..................................................................Chris Dzadovsky
5. Public Comment......................................................................................................... Chris Dzadovsky
6. Financial & Web Report ...................................................................... Charlotte Bireley / Tayler Hardison
a. October 2017 Revenue and P & L Report
b. October Monthly Expenses vs. Revenue Comp Report
c. November Website Activity Report
d. November Social Media Activity Report
7. Canada Media Takeover Recap.........................................................................................Charlotte Bireley
8. Tourism Legislative Update................................................................................................. Nicole Fogarty
9. Visitor Study — Final Results............................................................. Joseph St. Germain / Rachael Anglin
10. Tourism Activity Update..............................................................................................................................
a. Treasure Coast Sports Commission — Rick Hatcher
b. Eco-Tourism — Wren Underwood
11. Other Business...................................................................................................................Chris Dzadovsky
12. 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, November 8, 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
Terissa Aronson, St. Lucie County Chamber of Commerce
Karen Marrone, Hutchinson Island Plaza Hotel & Suites
Councilwoman Morgan, City of Port St. Lucie
Paul Taglieri, St. Lucie Mets
Members absent:
Mayor Oravec, City of Port St. Lucie (Alternate Provided)
John Wilkes, The Sunrise Theater
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
Amanda Thompson, SLC ERD/Lands
Mark Saterlee, St. Lucie County Administration
Stan Payne, St. Lucie County
Also present: Ryan Strickland, Treasure Coast Sports Commission
Noreen Kruse, Hutchinson Island Plaza Hotel & Suites
1. CALL TO ORDER:
Commissioner Chris Dzadovsky called the meeting to order at 12:31 PM.
2. ROLL CALL:
Tayler Hardison called roll. Councilwoman Morgan announced that she is sitting in for
Mayor Oravec.
3. GUESTS INTRODUCED THEMSELVES:
Guests introduced themselves.
Tourist Development Council Meeting 0 November 8, 2017
4. APPROVAL OF MINUTES
The minutes from October 11, 2017 were approved.
5. PUBLIC COMMENT:
No public comments.
6. Financial & Web Report:
Charlotte Bireley began the financial update by reporting that for the month September
2017 Tourism saw a 33% increase compared to September 2016-bringing in a total of
$278,758 in bed tax revenue for the month. Year over year Charlotte stated that
Tourism revenues have increased by 6.3%. Commissioner Alexander asked how often
we partner with the Cities for advertising. Charlotte explained that we co-op with the City
of Fort Pierce a couple times a year on specific targeted ads and we also work with our
hotels and tour operators in many different types of promotions throughout the year.
Tayler Hardison went over the web report for the month of October. She highlighted that
the bounce rate has gone down from 70% to 64%, which indicates a lower number of
users leaving the site after the first hit. Tayler also showed that mobile usage was at
55% for the month meaning that 55% of Tourism website users are accessing it via their
mobile devices. She stated that 8% of all users on the website are social referrals,
which means that they accessed the site from a link on a social media platform. Tayler
then went over the social media update for October. She highlighted that the number of
total people reached on Facebook for October was at 259,649. She explained that this
was due to three paid Facebook campaigns; Golf in St. Lucie, New Webcams & a
Delta/Visit FL promotion.
7. Port of Fort Pierce / TC International Airport Update
Stan Payne and Mark Satterlee presented information on the new changes to the Port
of Fort Pierce. They explained that this endeavor will increase jobs and economic
impact to the area. They also mentioned the new charter service called Fly The
Whale setting up operations at the Treasure Coast International Airport. These
planes will charter visitors and residents to the Bahamas, Tallahassee, and back.
They explained that the goal is to mainstream MRO and maintenance to increase
visibility to the airport and destination itself.
8. Treasure Coast Tourism Legislative Summit
Charlotte Bireley remarked that this item is being rescheduled to another meeting.
Page 2 of 3
Tourist Development Council Meeting 0 November 8, 2017
9. Propose FAM Tour / Event Sponsorship Policy Procedures
Charlotte Bireley explained that the Tourism Office is looking to come up with standard
procedures for vetting travel writers and bloggers who are interested in coming to St.
Lucie on a FAM tour. She also explained that the Tourism office is in need of a similar
set of standards for event sponsorship in St. Lucie in relation to Tourism. She explained
that this will better assist the office in confirming that they are getting a return on
investment. Charlotte suggested that since the TDC members did not have a chance to
see the proposed qualifications ahead of time that they would regroup over them at a
future meeting.
10. Tourism Activity Update
a. Treasure Coast Sports Commission
Ryan Strickland gave a recap of the 2017 events put on by the Treasure Coast Sports
Commission; 23 events hosted in St. Lucie County, with approximately 19,800 rooms
nights and an estimated 14 million dollar impact. In the coming year of 2018, they are
expecting to bring 25 events with an estimated number of 21,500 room nights and an
estimated 15.5 million dollar impact to the area. He mentioned two new events they
are bringing to the county -the Eco-Pro surf competition (Which already took place)
and the National Junior Swimming and Diving Competition. Commissioner Alexander
asked about the potential volleyball event on the beach. Ryan explains that
discussions were still being had, but that they had concerns of beach nourishment
due to the hurricane damage.
b. Ecotourism Update
Wren Underwood gave a summary of how the Procession of the Species event went
following the Indian River Lagoon Science Festival that took place in October. She
said the event attracted 200 people (kids & adults) to participate, coming from
families, schools, non-profit organizations and artists. She showed photos of the
event to the group. Wren then explained her goals and ideas for next year and in the
future.
11. Other Business
Commissioner Dzadovsky announced that reorganization of the board is coming up and
for the members to consider who they will be voting for to serve as the TDC
Chairman.
12. Adjournment
The meeting adjourned at 1:48 PM.
Page 3 of 3
TDC October 2017
Variance
P & L Report
Actual
Budget
Budget
Bed Tax Revenue
$56,433
$45,150
25%
Carry Forward
$ 37,486
$37,486
0%
Interest
$ 42
$ 42.00
0%
Total Revenue
$ 93,961
$ 82,678
14%
Direct Expenses
Salaries/Benefits
$
18,757
$
17,395
8%
Other Contract Services
$
17,128
$
5,000
243%
Software Support
$
-
$
2,500
-100%
Travel
$
-
$
708
-100%
Communications
$
-
$
150
-100%
Postage
$
-
$
750
-100%
Printing
$
-
$
1,458
-100%
Promotional Items
$
-
$
333
-100%
Promotional Entertainment
$
-
$
1,417
-100%
Office Supplies
$
-
$
125
-100%
Dues
$
3,125
$
333
838%
Aid
$
49,500
$
49,500
0%
Training & Seminars
$
245
$
167
G & A
$
5,155
$
5,155
0%
Materials Center
$
-
$
83
-100%
Promotional Advertising
$
2,814
$
18,750
-85%
Equipment
$
-
$
-
0%
Tax Collector
$
1,218
$
1,218
0%
Total Direct Expenses
$
97,941
$
105,042
-7%
Net Income
$
(3,980)
-4%
TDC Year to Date 17/18
YTD as of 10/2017
Annual
Variance
P & L Report
Actuals
Budget
Budget
Bed Tax Revenue
$56,433
$645,000
-91%
Carry Forward
$
371486
$449,830
-92%
Interest
$
42
$500
-92%
Total Revenue
$93,961
$1,095,330
-91%
Direct Expenses
Personnel
$
18,757
$208,742
-91%
Contract Services
$
17,128
$60,000
-71%
Software Support
$
-
$30,000
-100%
Travel
$
-
$8,500
-100%
Communications
$
-
$1,800
-100%
Postage
$
-
$9,000
-100%
Printing
$
-
$17,500
-100%
Materials Center
$
-
$1,000
-100%
Promo Items
$
-
$4,000
-100%
Promo Activites/Entertainment
$
-
$17,000
-100%
Promo Advertising
$
2,814
$225,000
-99%
Office Supplies
$1,500
-100%
Dues & Memberships
$
3,125
$4,000
-22%
Aid (TCSC)
$
49,500
$215,000
-77%
Training & Seminars
$
245
$2,000
-88%
Equipment
$
-
$0
0%
G & A
$
5,155
$61,868
-92%
Tax Collector
$
1,218
$14,616
-92%
Total Direct Expenses
$
971941
$881,526
-89%
Net income
$
(3,980)
-4%
REVENUE VS. EXPENSE COMPARISON REPORT
A
I B
C
D
I E
F
G
I H
I
J
I K
L
1
FY 2015 FY 2016 FY 2017 FY 2018
Revenue/Expenses Revenue/Expenses Revenue/Expenses Revenue/Expenses
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
Dec 50,417/38,845 60,421/37,675 $53,209/$63,456 Dec
Jan 74,046/104,150 84,832/66,124 $79,044/$87,085 Jan
Feb 97,234/43,806 96,839/91,967 Fe $96,610/$78,371 Feb
Mar M 109,221/51,665 115,858/58,382 $115,320/$65,749 Mar
Apr m 59,760/47,839 "57,049/56,421 $75,166/594,748 Apr
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
May
Jun
45,070/44,247 May 48,445/39,469 Ma
42,301/45,680 Ju 49,530/52,614
$56,693/ $67,053 May
$50,181/$75,735 Jun
17
18
19
20
21
Jul
46,827/40,112
53,175/73,314
$55,335/$56,966
22
Aug 44,255/25,105 46,295/35,178 Aug $48,667/$50,119 Aug
Sep 34,153/46,309 Sep 41,906.41/78,244 Sep $55,749/$70,288 Sep
TOTAL 680,005/583,614 TOTAL 738,211/706,209 TOTAL $734,536/$833,563 TOTAL $56,433/$97,941
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24
25
26
27
November 2017 Web Report
2016
2017
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Total
Visits
10,457
11,012
13,532
12,169
12,262
9,722
10,803
9,011
13,935
11,949
29,025
10,765
9,538
164,180
Bounce Rate
57%
57%
57%
57%
51%
1 51%
55%
57%
1 70%
73%
70%
64%
47%
59%
Average Time
1:43
1:41
1:45
1:43
1:45
1:28
1:37
1:36
1:10
1:07
1:12
1:45
3:25
1:20
New Visits
56%
57%
61%
62%
66%
72%
70%
69%
73%
73%
62%
72%
63%
68%
Social Sessions
199
172
292
267
264
879
492
302
659
2,740
4,263
2,450
1,500
14479
Mobile Usage
30%
33%
32%
34%
32.90%
41%
40%
39%
32%
47%
51%
55%
48%
40%
Acquisition -November 2017
Top 5 States
■ Direct
1. Florida
67%
■ organic Search
2. New Jersey
3%
■ (other)
3. New York
3%
Social
4. Georgia
2%
Referral
5. Michigan
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
ReferW 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)
Social Media Activity
A
B
C
D
E
F
G
H
I
J
K
L
M
N
1
2
Dec
Jan
Feb
Mar
Apr
May
June
July
Aug
Sep
Oct
Nov
Totals
3
4
FacebooRllllllllllllllll
5
New Likes
1,570
82
34
126
97
118
72
163
138
131
70
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
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
82,032
8
Video Views
8,383
7,625
911
1,814
747
5,032
16,734
35,269
11,105
33,278
22,387
143,285
9
10
Instagram
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
25654
12
New Followers
67
55
328
200
207
166
179
55
205
95
111
56
1724
13
14
15
Mentions
85
54
54
101
97
72
112
152
136
122
110
104
1199
16
New Followers
30
64
41
53
47
36
42
75
38
66
25
55
1,520
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
646,300
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
18,761
19
20
Reach/Impressions 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 @VisitStLucie in their own post
Page Likes Someone on Facebook has liked the Visit St. Lucie page
21
22
23
24
25
26