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Visit Jacksonville President’s Report 2014-2015

Tourist Development Council Meeting August 2014. Visit Jacksonville President’s Report 2014-2015. Financial Update Year to Date Financials through June 2014. 2. 2013-2014 STR Report Highlights

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Visit Jacksonville President’s Report 2014-2015

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  1. Tourist Development Council Meeting August 2014 Visit Jacksonville President’s Report 2014-2015

  2. Financial Update • Year to Date Financials through June 2014 2

  3. 2013-2014 STR Report Highlights • Each month (March –June) have had the highest amounts of Room Revenue since Smith Travel began tracking Jacksonville/Duval County in 2004 • May Hotel Revenue was over $32 million, that’s only a million less than revenue in February 2005 when we hosted the Super Bowl! • Total Revenue is up $17,850,129 Year to Date and demand is up 168,154 room nights • Overall, every month in 2014, Occupancy, Average Daily Rate and RevPar has been up. • YTD (1st two Qtrs) Group Average Daily Rate (ADR) up to $79.23 (up $.56), Group Occupancy up 6.1%, Group RevPar is up 6.8% YTD • Transient occupancy is up 4.8% YTD, Transient ADR is $4.68 and Transient Revenue per available room (RevPAR) is up 11.3%.  3

  4. Hotel RevPAR Hotel Occupancy

  5. Organization Highlights • Marketing: • Brand New website launched in June • Website visitation is up 42%, 62% increase in traffic from Florida • Averaging 86,000 visits a month, our highest numbers in history • Improved social media fan engagement • Improved video product and photo galleries • Ran 32 Radio/Online Promotions • Sales: • Definite Room nights booking 19.2% over budget • Sales Leads are 61% over Budget • Group Bookings: • Association for Student Conduct Administration 2017,2018 & 2019 -  2,500 rooms nights per year • Global Unites Fellowship  2015 – 4,055 room nights • Special Forces Assn. 2016 – 4,506 3

  6. 2014-2015 Planning Sequence • Strategic Plan • Business Plan • 2014-2015 Budget 4

  7. 2014-2015 Strategic Plan • Desired Outcomes: • Greater Economic Prosperity for Jacksonville • Recognition of Jacksonville as a premier visitor destination • Greater Community Pride, Energy and Engagement • Aspirational Plan Development • Convention Center Development 5

  8. Desired Outcome Strategies • Outcome: Economic Prosperity: • Boost room nights production in convention, meeting, sport and leisure tourism markets • Redirect sales efforts to more focused industry markets: Group Leisure, Social, Military, Education, Religious and Fraternal • Grow the value proposition for Visit Jacksonville Partners to better serve Jacksonville stakeholders. 6

  9. Desired Outcome Strategies • Outcome: Recognition of Jacksonville as a premier visitor destination: • Develop a unified Destination Brand Essence and Brand Presentation • Increase market reach and expansion • Enhance the Jacksonville visitor’s experience • Grow awareness of the city’s large signature events and help market these events individually. • Grow the multicultural marketing and sales efforts within the community i.e. African-American, Hispanic, etc. • Increase national earned media exposure for Jacksonville • Expand Marketing/Sales Resources • Advance the latest technology in order to keep Visit Jacksonville efficient and competitive in both sales and marketing • Create greater awareness of the mission of Visit Jacksonville and the value of the visitor industry within the local community. • New collaboration with the Jacksonville Sports Council 7

  10. Desired Outcome Strategies • Outcome: Greater Community Pride, Energy and Engagement : • Enhance the Jacksonville visitor’s experience • Continue exploring customer perspective to guide messaging and deliverables • Develop and maintain a staff dedicated to carrying out the vision and mission of Visit Jacksonville • Maintain financial integrity of the organization • Explore opportunities for alternative or additional funding for selling, marketing and promoting Destination Jacksonville • Purposefully connect Visit Jacksonville with relevant community, trade and business organizations. • Maintain an organization with operational integrity • Build Board Influence, Effectiveness and Engagement • Create a higher level of Tourism Development Council Engagement • Continue working towards a collaborative Community Visioning/Community Alignment Process 8

  11. Desired Outcome Strategies • Outcome: Aspirational Plan Progress: • Continue to recruit and engage the right community leaders • Implement the desired five-year outcomes and benchmarks • Objective: Convention Center Development • Create the message related to the prioritization of the convention center as related to all other Jacksonville infrastructure initiatives • Create the plan for community leadership engagement • and enlightenment 9

  12. 2014-2015 Business Plan 2014-2015 Budget 10

  13. Marketing Initiative Funds Request • Requesting 10% of the annual bed tax collections, totaling $555,484 for 2014-2015 • These funds will be used to strengthen and greatly increase our advertising reach • All of these funds are used to grow brand essence and destination awareness to key markets including: • Meeting Professionals Nationally • Southeast • Florida • I-95 Corridor (SC, NC, VA, NY) 11

  14. Continued focus to digital marketing which is more measureable and has been most successful in recent years • Grow focus on driving traffic to our website and pushing business to our local hotels and attractions • Selected print publications which provide long-term shelf life (annual guides) and strong circulation numbers 12

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