HomeMy WebLinkAboutMinutes June 13, 2012® W c ie
Florida
Ft. Plerce - Port St..tude .
Hutchinson Island
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
Actuafs
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%
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, 2011
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.
CH ICAGO, JANUARY 28 - 29, 2012
17,650
Number of attendees
480
Travel Guides distributed
79 (trade)
Data collected
GERMANY-MOTORRAD-MESSE ULM
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.
BOSTON, FEBRUARY 10 —12, 2012
24,216
Number of attendees
600
Travel Guides distributed
744
Data collected
NEW YORK, MARCH 2 -;4, 2012
20,860
Number of attendees
480
Travel Guides distributed
469
Data collected
WASHINGTON, 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
sent
Delivered
% Delivered
Soft Bounce
Hard Bounce
Total Bounce
14,744
11,430
77.52%
281
3033
3314
Mail Blocks
I AbuseComplaints
I Unsubcribe
I Unsubscribe Rate
448
1 170
1348
13.04%
r r��.2 h-j ,, .■I a,R Flo J }lr r�1=11 a , a ■1
• 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
• Unique opens: the number of unique recipients who opened the email
• Unique 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