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Visit Jacksonville President’s Report 2013-2014

Tourist Development Council Meeting August 2013. Visit Jacksonville President’s Report 2013-2014. Financial Update Year to Date Budget Year End Projections. 2012-2013 STR Report Highlights Total Revenue is up $6,575,682 Year to Date and demand is up 48,630 room nights

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Visit Jacksonville President’s Report 2013-2014

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  1. Tourist Development Council Meeting August 2013 Visit Jacksonville President’s Report 2013-2014

  2. Financial Update • Year to Date Budget • Year End Projections

  3. 2012-2013 STR Report Highlights • Total Revenue is up $6,575,682 Year to Date and demand is up 48,630 room nights • Overall, every month in 2013, Average Daily Rate has been up. • YTD (1st two Qtrs) Group Average Daily Rate (ADR) up to $79.07 (up $4.17) – Higher quality Groups • February group ADR was $83.45, last February was $76.72 (+$6.73).  • Every Month in 2013, group ADR is up. • Transient occupancy is up 7.0% YTD and Transient Revenue per available room (RevPAR) is up 8.1%. 

  4. Organization Highlights • Sales: • Restructured the sales organization • Quotas focused on New Business for the city • Marketing: • Website visitation is up 26% • Averaging 70,000 visitors a month our highest numbers in history • Improved social media fan engagement • Improved video product and photo galleries • Better digital planning resources

  5. 2013-2014 Planning Sequence • Market Evaluation • Visit Jacksonville Structural Evaluation • Strategic Plan • Business Plan • 2013-2014 Budget

  6. 2013-2014 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 Progress

  7. Desired Outcome Strategies • Outcome: Economic Prosperity: • Realign sales, service and marketing structure and accountability metrics • Redirect sales efforts to more focused industry markets • Boost room nights production in convention, meeting, sport and leisure tourism markets • Implement an on-going annual or semi-annual research program to measure industry impact, growth and marketing value and effectiveness.

  8. Desired Outcome Strategies • Outcome: Recognition of Jacksonville as a premier visitor destination: • Develop Destination Brand Essence and Brand Presentation • Increase market reach and expansion • 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.

  9. Desired Outcome Strategies • Outcome: Greater Community Pride, Energy and Engagement : • Create a collaborative Community Visioning/Community Alignment Process • Create first Certified Tourism Ambassador (CTA)/Experienced Dedicated Destination (EDD) program in the state of Florida. • Create a Customer Advisory Council • Develop a Way Finding Signage Initiative

  10. Desired Outcome Strategies • Outcome: Aspirational Plan Progress: • Recruit and engage the right community leaders • Establish Competitive Destination Benchmarks • Establish desired five-year outcomes • Institute a Critical Path action plan • Explore destination infrastructure needs • Create new and unique visitor experiences

  11. 2013-2014 Business Plan 2013-2014 Budget

  12. Budget Comparison

  13. Marketing Initiative Funds Request • Requesting 10% of the annual bed tax collections, totaling $518,100 for 2013-2014 • 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 the Southeast, Florida, the I-95 Corridor and on the convention side – meetings professionals

  14. Shift focus to digital marketing which is more measureable and has been most successful in recent years 48% • Renewed 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 (24%) • Increased television advertising to more niche and geographical markets including fishing, regional cable programming, nationally televised events happening in Jacksonville (27%) • Expect to reach an audience of over 200,000,000 with this initiative alone

  15. Grant Funds Request

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