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ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
Wednesday, June 13, 2012
St. Lucie County Administration Building, Conference Room 3
1:30 p.m.
(PLEASE NOTE NEW MEETING TIME)
1. Call to Order ........................................................................................................... Commissioner Mowery
2. Roll Call .................................................................................................................. .............Jennifer Garrity
3. Self-Introductions ................................................................................................... Commissioner Mowery
4. Approval of Minutes from May 30, 2012 ............................................................... Commissioner Mowery
5. Financial & Web Report ......................................................................................... ...........Charlotte Bireley
a. April 2012 Revenue and P & L Report
b. Website Analytics/May e-Newsletter Results
6. 2012 Mets Spring Training Wrap Up ..................................................................... ................. Paul Taglieri
7. 2011 - 2012 Travel Show Follow Up Report ......................................................... ...........Charlotte Bireley
8. 2013 Proposed Budget Presentation ....................................................................... ...........Charlotte Bireley
9. Other Business ........................................................................................................ Commissioner Mowery
10. Public Comment .............................................................................................. Commissioner Mowery
11. Adjournment ........................................................................................................... Commissioner Mowery
Please ,note -Meetings are recorded.
Anyone with a disability requiring accommodation to attend this meeting should contact the St. Lucie
Tourism Office at (772) 462-2130 or TDD (772) 462-1428 at least forty-eight (48) hours prior to the
meeting.
TDC Apr. 2012 Variance YTD YTD April
P & L Report Actual Budget Budget Actuals Budget Variance
Bed Tax Revenue $ 42,544 $ 33,660 26% $ 354,151 $ 254,320 39%
Carry Forward $ 19,042 $ 19,042 0% $ 133,293 $ 133,293 0%
Interest $ 250 $ 250 0% $ 1,750 $ 1,750 0%
Total Revenue $ 61,836 $ 52,952 17% $ 489,194 $ 389,363 26%
Direct Expenses
Salaries $ 4,901 $ 5,310 -8% $ 35,901 $ 31,860 13%
Benefits $ 1,335 $ 1,593 -16% $ 9,934 $ 9,558 4%
Other Contract Services $ 239 $ 5,883 -96% $ 41,844 $ 35,298 19%
Software Support $ 213 $ 883 -76% $ 9,813 $ 4,998 96%
Travel $ 1,621 $ 500 224% $ 6,600 $ 3,000 120%
Communications $ 205 $ 83 147% $ 1,127 $ 498 126%
Postage $ 539 $ 417 29% $ 4,441 $ 2,496 78%
Printing $ - $ 3,216 -100% $ 23,818 $ 19,296 23%
Promotional Activities $ - $ 83 -100% $ 803 $ 498 61%
Promotional Entertainment $ - $ 83 -100% $ 150 $ 498 -70%
Office Supplies $ 231 $ 42 451% $ 516 $ 252 105%
Dues $ - $ 83 -100% $ 760 $ 498 53%
Aid $ 22,500 $ 12,500 80% $ 127,500 $ 75,000 70%
G & A $ 2,121 $ 2,121 0% $ 14,847 $ 12,726 17%
Materials Center $ 15 $ 83 -82% $ 88 $ 498 -82%
Promotional Advertising $ 10,221 $ 6,250 64% $ 45,208 $ 37,500 21%
Tax Collector $ 1,217 $ 1,217 0% $ 8,519 $ 7,302 17%
Total Direct Expenses $ 45,358 $ 40,347 12% $ 331,869 $ 241,776 37%
Net Income $ 16,478 27% $ 157,325 32%
YTD as of
TDC Year to Date 2012 4/30/2012 Annual Variance
P & L Report Actuals Budget Budget
Bed Tax Revenue $ 354,151 $ 374,000 -5%
Carry Forward $ 133,293 $ 228,501 -42%
Interest $ 1,750 $ 3,000 -42%
Total Revenue $ 489,194 $ 605,501 -19%
Direct Expenses
Salaries $ 35,901 $ 63,720 -44%
Benefits $ 9,934 $ 19,120 -48%
Other Contract Services $ 41,844 $ 70,600 -41%
Software Support $ 9,813 $ 10,000 -2%
Travel $ 6,600 $ 6,000 10%
Communications $ 1,127 $ 1,000 13%
Postage $ 4,441 $ 5,000 -11%
Printing $ 23,818 $ 38,587 -38%
Promotional Activities $ 803 $ 1,000 -20%
Promotional Entertainment $ 150 $ 1,000 -85%
Office Supplies $ 516 $ 500 3%
Dues $ 760 $ 1,000 -24%
Aid $ 127,500 $ 150,000 -15%
G & A $ 14,847 $ 25,457 -42%
Materials Center $ 88 $ 1,000 -91%
Promotional Advertising $ 45,208 $ 75,000 -40%
Tax Collector $ 8,519 $ 14,604 -42%
Total Direct Expenses $ 331,869 $ 483,588 -31%
Net income $ 157,325 32%
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TRAVEL SHOWS 2011-2012
Summary of Results
Travel shows take place in nearly every major city of the world. The travel shows listed below were
chosen in key St. Lucie County markets that complement our marketing strategy. At every show, the
schedule is structured to target the travel industry (travel agents, travel writers, media) as well as the
consumer or potential visitor. The one-on-one sales time with these individuals is a very important
factor to help sell the area as a destination. Every show increases awareness about our area and
generates 100s of leads for future marketing. Samples of handouts attached.
EVERY travel show was purchased in partnership with either Visit Florida or Martin County allowing our
exhibitor expenses and show costs to be cut in half.
MONTREAL, OCTOBER 21- 23 201;,.
37,250 Number of attendees
550/450 Travel Guides/Brochures distributed
n/a Data collected
ATLANTA, OCTOBER 22'- 23,,2011*;
8,000 Number of attendees
240 Travel Guides distributed
128 Data collected
*Brochures were shipped to be distributed at the St. Lucie County/Martin County booth. Staff did not
attend the show, therefore travel costs were not incurred.
CHICAGO, JANUARY 28 `- 29„2012:
17,650 Number of attendees
480 Travel Guides distributed
79 (trade) Data collected
!GERMANY-MOTORRAD-MASSE ULM
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FEBRUARY 16 -,19, 2012*
23,000 Number of attendees
600/250 Travel Guides/Brochures distributed
n/a Data collected
*Brochures were shipped to be distributed at the St. Lucie County/Martin County/Indian River County
booth. Staff did not attend the show, therefore travel costs were not incurred.
OSTON FEBRUARY 1~ -12, .2012
24,216 Number of attendees
600 Travel Guides distributed
744 Data collected
EW YORK, MARCH 2 - 4, 2012
20,860 Number of attendees
480 Travel Guides distributed
469 Data collected
ASHtNGTON,'DC, MARCH 17'-18,.2012
16,950 Number of attendees
600 Travel Guides distributed
678 Data collected
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St. Lucie a-Blast Results
Subject Line: Discover a Fishing and Boating Paradise
Sent: May 1, 2012
5~n„ Delivered %'be4vered Soft Bounce, Hard Bounce; Tot~l.Bounce
14,744 1 11,430 7.52% 281 3033 3314
ail Blocks Abuse Com.~lai~t, llnsubcri~~ ~ns~bscribe Rate
448 170 348 3.04%
1740 ~ 1212 ~ 10.60% ~ 107 ~ 81 ~ 0.71
• Sent: the number of subscribed email addresses in the list
• Delivered: the number of emails that are successfully sent to subscribers' inboxes
• Hard bounce: email addresses that are invalid or otherwise blocked
• Soft bounce: email addresses that are recognized, but cannot receive email because of a full
inbox, temporary unavailable server, or other reasons
• Mail blocks: the recipient's email service is blocking email from the sending server
• Abuse complaints: recipients reported an email as Spam
• Uniaue opens: the number of unique recipients who opened the email
• Uniaue clicks: the number of unique clicks on links within the email
• Unsubscribes: the number of recipients who chose to opt-out of future mailings by clicking an
unsubscribe link