HomeMy WebLinkAboutMinutes December 12, 2012 (2)Pt. Pierce • Pori
• HLaCh InSOn
ST, LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL
Wednesday, December 12, 2012
County Administration Building, 2300 Virginia Avenue, Fort Pierce 34982
3rd Floor Conference Room
1:30 p.m.
(PLEASE NOTE -MI 13-`T•ING'1IME;,AND LOCATION)
REVISED
::....,:.Commissioner Dzadovsky
I.
Call to Order ......................:............. ........... * ,
... .................Jennifer Garrity
2.
Roll Call ......................... ......................... ..................
commissioner Dzadovsky
3.
Self-Iutroductions............................................... ,...............................................
Commissioner Dzadovsky
4,
Approval of Minutes from November 14, 2012 ......................•.....••
.........
„Charlotte Bireley
5.
Financial &Web Report ............................................. .
...................
October 2012 Revenue and P & L Report
a.
b. 5`h Cent Capital Fund Repot
c. Website Analytics
d, Qaarterly E-blast Performance Report
.Charlotte Bireley
6.
SEO/SEM Recommendations ..:...................................
,, Conunissioner Dzadovsky
7,
Other Business......................................................
, commissioner Dzadovsky
8.
Public Comment .......................................
.......Commissioner Dzadovsky
9.
Adjoununent......................................................... ......................................
VISION STATEMENT
By 2017, the St. Lucie County Tourist Development Council will provide a greater impact in promoting St.
Lucie as a top Florida destination for lco/Adventure/Agri Tourism; amateur/professional sports; and
other known assets, allowing for increased overnight stays,
Please note Meetings are recorded.
,e with a disability requiring accommodation to attend this meeting should contact the St. Lucie
n Office at (772) 462-2130 or TDD (772) 462-1428 at least forty-eight (48) hours prior to the
meeting.
E
ST. LUCIE COUNTY
TOURIST DEVELOPMENT COUNCIL MEETING
Wednesday, November 14, 2012 010:00 A.M.
MINUTES
Members present: Commissioner Chris Dzadovsky, Chairman
Marilyn Minix, Road Runner Travel Resort
Linda Cox, St. Lucie County Chamber
Michelle MacNichol, Perfect Drive Golf Villas
Ryan O'Connor, Sandhurst Hotel
Members absent: Vice -Mayor Linda Bartz, City of Port St. Lucie
Commissioner Tom Perona, City of Fort Pierce
Chris Egan, Vistana's Beach Club — Sheraton PGA
Paul Taglieri, St, Lucie Mets
Staff present: Dan McIntyre, St. Lucie County Attorney
Charlotte Bireley, St. Lucie County
Jennifer Garrity, St. Lucie County
Terri Palumbo, St. Lucie County
Also present: Alan Hayes, Tours on Horseback
Mark Harrison, Florida Ranch Tours
Doug Anderson, New York Mets
AI Bernetti, National Teen Anglers
CALL TO ORDER: Commissioner Dzadovsky called the meeting to order at 10:24
AM.
2. ROLL CALL: Jennifer Garrity called roll.
3. SELF INTRODUCTION OF GUESTS:
Attending guests identified themselves.
4. APPROVAL OF MINUTES
The minutes from October 10, 2012 were approved.
5. FINANCIAL REPORT & WEB REPORT
Charlotte Bireley reported that September 2012 revenue was up 12% compared to
September 2011. Year to date revenue is up 12%.
Charlotte Bireley reported the balance in the 5th cent Capital Fund to be $86,000.00.
Tourist Development Council Meeting 0 November 14, 2012
Charlotte Bireley provided the TDC with a report on the activity of the St. Lucie
County Tourism web site and recommended the TDC invest in a search engine
service to increase visits to website. Website activity report attached.
6. UPDATE TO THE VISION STATEMENT
- Linda Cox made a motion to leave the Vision Statement as is. Michelle MacNichol -
seconded the motion. Motion passed unanimously.
7.2013 PROPOSED MARKETING PLAN
Charlotte Bireley presented the 2013 Marketing Plan. Presentation attached.
8. ROSENTRAUB CONTRACT
Doug Anderson spoke about the Rosentraub contract and the importance of the
study regarding the addition of another major league team to the St. Lucie County
Sports Complex. The TDC Board was in consensus with the study being conducted.
9. OTHER BUSINESS
Charlotte Bireley mentioned the 2013 St. Lucie County Travel Guide and the
advertising opportunities that are still available.
10. PUBLIC COMMENT
Mark Harrison applauded the TDC on the relationship with Fort Pierce Authentic
Tours. Mr. Harrison mentioned the Florida Ranch Tours and the partnership with St.
Lucie County Mosquito Control to conduct tours on South Hutchinson Island.
Terri Palumbo mentioned the National Aids Day activities taking place December 1,
2012.
Linda Cox mentioned the St. Lucie County Chamber event being held at Pelican
Yacht Club in Fort Pierce.
Commissioner Dzadovsky spoke about the "Be A Hero Day" blood donation drive
being held at Big Apple Pizza.
11. ADJOURNMENT
Meeting adjourned at 11:14 AM,
Page 2 of 2
TDC October 2012
Variance
P & L Report
Actual
Budget
Budget
Bed Tax Revenue
$
29,907
$
31,500
-5%
Carry Forward
$
25,552
25,552
0%
Interest
$
250
$
250
0%
Total Revenue
$
55,709
$
57,302
-3%
Direct Expenses
Salaries
$
4,810
$
4,448
8%
Benefits
$
1,740
$
1,718
1%
Other Contract Services
$
-
$
2,917
-100%
Software Support
$
9,600
$
833
1052%
Travel
$
$
833
-100%
Communications
$
$
83
-100%
Postage
$
$
583
-100%
Printing
$
$
2,500
-100%
Promotional Activities
$
$
250
-100%
Promotional Entertainment
$
$
250
-100%
Office Supplies
$
$
83
-100%
Dues
$
608
$
83
633%
Aid
$
27,500
$
12,500
120%
G&A
$
5,156
$
5,156
0%
Materials Center
$
-
$
83
-100%
Promotional Advertising
$
14,284
$
16,667
-14%
Tax Collector
$
1,217
$
1,217
0%
Total Direct Expenses
$
64,915
$
50,204
29%
TDC Year to Date 2013
YTD as of
10/31/2012
Annual
Variance
P & L Report
Actuals
Budget
Budget
Bed Tax Revenue
$
29,907
$
450,000
-93%
Carry Forward
$
25,552
$
306,622
-92%
Interest
$
250
$
3,000
-92%
_ Total Revenue
$
55,709
$
759,622
-93%_,
Direct Expenses
Salaries
$
4,810
$
53,370
-91%
Benefits
$
1,740
$
20,620
-92%
Other Contract Services
$
-
$
35,000
-100%
Software Support
$
9,600
$
10,000
-4%
Travel
$
$
10,000
-100%
Communications
$
$
1,000
-100%
Postage
$
$
7,000
-100%
Printing
$
$
30,000
-100%
Promotional Activities
$
$
3,000
-100%
Promotional Entertainment
$
$
3,000
-100%
Office Supplies
$
$
1,000
-100%
Dues
$
608
$
1,000
-39%
Aid
$
27,500
$
150,000
-82%
G & A
$
5,156
$
61,868
-92%
Materials Center
$
$
1,000
-100%
Promotional Advertising
$
14,284
$
75,000
-81%
Tax Collector
$
1,217
$
14,604
-92%
Total Direct Expenses
$
64,915
$
477,462
-86%
Net income
$
(9,206)
-17%
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St. Lucie County - Email results
Targeting: Entire List
Subject Line: Stay and Play in St, Lucie
Sent: November 16, 2012
im"O'MEMM-1
1 dp®
� 77
6'f ti.IX% IcRs,_'s�' ,lN?S4.f5.141uaY�jic1�$S1
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Sent: the number of subscribed email addresses in your list
Delivered: the number of emails that aresuccessfullysent to subscrlbers' lnboxes
Hard bounce: email addreses 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
Mall blocks: the receplent's email service Is blocking email from the sending server
Abuse complaints: receiplents 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
Unsubscrlbes: the number of recipients who chose to opt -out of future mailings
by clicking an unsubscribe link
collinso{ppneia
& events
If you have any questions about this report, please contact Caroline Niziol (cniziol(Ocollinsonmedia.com).
Collinson Media & Events 115 Technology Parkway South Suite 250 1 Norcross, GA 3g092
Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
Recommendations
www.visitstiuciefla.com
What is Search Engine Optimization?
Search Engine Optimization is the process of improving the visibility of a website in search
engines via the "organic" or "natural" search results through the strategic implementation of
we bsitestiucture-changes/enhancements,link-buildin&and-sea reh�_ngine-listing -
enhancements. Using these techniques is effective but takes time, thus onRoinanalysis &
optimization is recommended.
Why focus on SEO?
• 85%of all website traffic is generated from a Search Engine (nearly 70% by Google).
• St. Lucie's website is the primary source of Information about our destination, it should
be the first thing people see in their Search Engine Rankings Pages (SERPs).
• SEO (unlike other online marketing efforts) does not have a Cost -per -click associated
with it. There is never a cost for impressions on our website for visibility.
• The website is the only marketing vehicle that targets both locally and globally AND
mobile and online users.
Over 80% of customers begin their travel planning online,
1, SEO Review
The search optimization team, led by a Googie certified SEO expert will perform an high-
level review of the site and initial "quick -win" recommendations that the St. Lucie
County internal web team can implement to have a short-term impact upon the search
engine rankings for a variety of target keywords.
This SEO Review will be a shorter and more conciseanalysis and will focus only on the
top trafficked or high priority pages. The review process takes 5-7 days and will include
actionable steps that can be taken to improve these pages and fix basic optimization
implementation omissions.
NO COST
2, SEO Engagement
The paid search optimization engagement expands upon the initial SEO Review to
encompass every page of the website. The full site analysis & recommendations and
delivers a complete roadmap to site optimization against targeted keywords per page.
The full site review process takes two to three weeks to complete.
COST; $3,500 (recommended)
If engaged, the ongoing support (either monthly or quarterly) continues the
optimization process against shifting targets and search engine algorithm updates and
provides regular reporting of keyword rankings and benchmark Improvement statistics.
Investment options include monthly reviews for $1,000 per month or quarterly reviews
for $2,500 per quarter.
COST: $2,500 for one quarter of service (recommended)
Search engine marketing picks up where the search optimization process leaves off to
deliver real-time promotion of pay -per -click keyword marketing. The program would be
set-up and administered for a monthly administration fee of $500 and will pass through
media costs based upon the pre -determined budget levels. This process will build
search traffic for designated keywords in near real-time allowing for the specific
promotion of short-term targeted events.
Recommendation; Hold until results of SEO Engagement
Start-up airline eyeing Melbourne International
Written by Susanne Cervenka FLORID, )DAX
Nov. os floridatoday.com
MELBOURNE - A new start-up airline may land at Melbourne International Airport, bolstering the
number of scheduled flights out•of the Space Coast's main airport and adding nonstop service
between Melbourne and Washington, D:C. •
Airport officials see the potential addition.of Portland, Maine -based Elite Airways as a step closer
toward achieving its goal of offering Brevard passengers nonstop flights at competitive rates.
"It solidifies our reputation as a great de$tination for airlines to provide service," Melbourne
International Executive Director Richard Ennis said.
"Once you prove yourself as a destination, your popularity as a destination increases."
Elite said it is considering flights to Melbourne from airports in New England and possibly upstate
Now York.
It is also working to develop nonstop routes to Dulles International Airport outside of Wasbington and
to Huntsville International Airport in Alabama.
The company said it hoped to tap into a growing market of space executives traveling between the
Space Coast and NASA headquarters in Washington and the Marshall Space Flight Center in
Huntsville.
Flights could start in early 2013, company spokesman Brian Glazer said. He said two jets will be
stationed at Melbourne by Dec. 15.
The airport authority board Wednesday morning will consider -a two-year agreement with Elite
Airways. If approved, Melbourne International would waive costs for one year that Elite would
otherwise pay the airport for items like ground handling, landing fees, terminal space, facility fees and
baggage fees. The airport also would help the airline with marketing to encourage ticket sales.
The airport, however, projects the incentive costs to balance with the uptick in revenue it expects to
see from concessions, car rentals and passenger fees.
"It's an equal investment," Ennis said. "We're happy to help them make it through that important first
year.,,
Airport staff has been working with Elite since August 2009. In October, the company received
federal certification needed to offer passenger service. The testing for that certification occurred in
Melbourne,
Ennis described Elite Airways' management as a "seasoned aviation team" that has been "very
meticulous" in the process of starting a new airline.
"We believe they have the right ingredients to build a great airline," he said.
Elite Ahways president John Pearsall said his team selected Melbourne for service because of the
receptiveness of the airport management, and the airport itself fit its needs.
"We see a lot of potential in the airport as our airline grows," he said. "It also fits with our strategic
plans of going both up into the North and Midwest and into the Caribbean."
Elite Airways would be the fourth carrier providing service to Melbourne, joining Delta, U.S.
Airways and Baer Air.
a (
C _FA
), R MER4"), N-So E
AN UPLIFTING JO, URNEY
Most of the major de- .MarcIe'.Haseail ('InA, Atom's rmn
l 61bourne-based
yard County have employ
i�
Atom Airways Caters
eesinAfghanistah,though
they prefer for security
v
tr
t0 private Contractors'
reasons not to mention 10.
w
cations or itineraries.
41
eorfrfortahle traveling
"Melbourne is an excel-
c+
to Afghanistan
lent. airport to come into
and fly out of," Carson
tc
at
said, "While there is limit-
ed service ]rare, you can
m
By Wayne T. Price
fly into Orlando from any-
to
ttoaloArooAY
where In the United States
in
Tire flight from the United
and then make the short
drive to Melbourne."
IN
all
States to Afghanistan is long and,
The flight from Mel-
co.
more often than not, boring and
uncomfortable.
bourne International to
Dan, Carson, founder of Atom
Bucharest takes 9'/,hours.
From Bucharest,it'sabout'
tht
sta
Airways LLC, aims to change
another five hours to Af.
yes
that.
ghanistan. Ishe
Next month he plans to offer
,The 24- ear -old air-
tics
internationaliiirporttonignanr-
trallan-based air carrier . ran fligh
stan, Focusing on transporting
Qantas, has been modified
StateDepi
private contractors to the war-
to make traveling more
Immigrati
torn country on an upgraded
wide -body Boeing 767. Carson
comfortable. The jet's 206
seats have been redticedto
Rnforcem
to folder t
wants to tap into defense con-
ISO seats to give the pas- '
h
tractors in Brevard County and
sengers in coach class
,business
tegteplan,
across the U.S just as they start
more legroom.`
valve bri,
to play a bigger role in security
'Passengers also will be
Rill o :flans
and rebuilding efforts in Afghan.
istan.
provided with pillows,
ids and v
The flights would leave Mel-
Mel-
hlaahets, Wads loaded
Buphares
bourne International, stop brief-
with games, DVD players,
the route.
InMell
ly in Bucharest, Romania, and
monies and food from
has
travel into Afghanistan and hand
Chantilly, Va.-based Ru-
pany
at one of four airports in
dlslnflightCatering,
and plane
that country. The goal is to
'
"They can sleep when-
edor they and they
operatloiai
ow
pamper the passengers ,
and ensure they're well-
want
csa eat whenever they
during
... t..♦ 1)ii......c.....JA "I,_;.
and lease
I and fresh when
and, because typical-
itractors go right to
after clearing seen -
here is a pent-up de -
for this,' said Car-
0a longtime com-
has flown private contrac•
tors into Iraq.
According to the De-
fense Department, there
nuary.Of
or about '
22
can
a rE
in tl
51
a
to
flight slid
those penalties can -sun
3 you have
into the thousands•of dol•
Isof days
Lars If last-minute ached-
Aar'k, who
using changes are needed,
to Beach
Carson said,
it civilian
es
Contactf`(IMA321-242-36590i
over
caprice®tloridatoday.com.
s going to
Pot• some i
Atom's sfra-
chwouldin-
ig Eastern
'entralFlor- 1
yersa, since
a key leg of
,no, the com-
employees
ramp up a
rketing and
lad of 200
xt two year's
ice space at
ternational,
the most
to get to Af-
j,Afoin's jet is owned by !
811milstan on
taryfllghtisto
gL Management LLC, a
gahri-based private in- .
o{nbeltaAi'
vestment company that
purchases and leases all.-
ed Airlines fro
U.S. airport, M
cft, and also sells parts Ichoose
traveler usua
from a
F air'craft.
The fie from
ei n commorc
to Afghanistan
ll oeduled for Oct. 12.
is scheduled for Oct. 12.
liloAirArabla
InternationalA
3Irson won't say how
many people have booked
flights but indicated its
fewer than the 150 avail-
able seats. That's partially
on purpose, he said, so he
and the flight staff can
work out any links in the
operation.
major
lore, a
as to
rf for-