GOVERNMENT IN THE SUNSHINE

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2 GOVERNMENT IN THE SUNSHINE Members of the Amelia Island Tourist Development Council are subject to Government in the Sunshine. Open government is a cherished principle guaranteed under Florida Law. The right of public access gained constitutional status when the Public Records and Meetings Constitutional Amendment took effect on July 1, A copy of the Government in the Sunshine manual is available for review. If you have any questions regarding Government in the Sunshine, please contact the Administrative Office. CONFLICT OF INTEREST/CODE OF CONDUCT The members of the Tourist Development Council have a fiduciary relationship to the Nassau County BOCC. This relationship requires that in the performance of their duties they shall act in good faith, with undivided loyalty to the County and with the high degree of diligence, care and skill which reasonably prudent persons would exercise in the conduct of their own affairs. This relationship further requires that the AITDC members not take advantage of their positions, or the knowledge gained there from for private gain or other personal advantage, either for themselves, their families, or anyone else in whom they have a direct or indirect personal or financial interest, to the detriment of Nassau County. ANTITRUST STATEMENT The purpose of this meeting today is to act upon matters relating to the business of the tourism industry on Amelia Island and not to discuss or pursue the business interests of individual companies. Members of the AITDC should proceed with due diligence, keeping in mind the requirements and prohibitions of Federal and State Antitrust laws. Specifically, but without limitation, there should be no discussions or deliberations relating to pricing methods, allocation of territories or customers, or restraints of trade as to property owners, suppliers, or others.

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5 Amelia Island Vintage Grand Prix 5 Tony Parella President, SVRA April Some people collect art we race it.

6 Table of Contents SVRA Overview SVRA Race Groups SVRA Demographics SVRA 2015 Schedule Amelia Island Vintage Grand Prix Financial Proposal Benefits the City of Fernandina Beach Why SVRA? 6

7 SVRA Overview Founded in 1976 Purchased by Parella Racing, LLC in September 2012 Purchased HSR West in September 2012 Formed the first and only National Vintage Racing sanctioning body in the United States Largest Vintage Racing Organization in the United States Over 2,000 licensed members 7

8 SVRA Overview Continued Created the U.S. Vintage National Championship Traditionally have 12 different race groups at our events 8 Standardized set of safety and car preparation rules across the United States Purchased General Racing, LLC in July 2014 Launched Vintage Racing Quarterly in October 2014 TV Pilot in May 2015

9 Race Group Classifications PRE-WAR Open and closed wheel racing cars produced prior to World War II. Typical entries include rare Formula One cars of that era, early MG s, American oval track and some home built Specials. Sometimes includes cars from the early postwar period in America, GROUP 1 Small bore, mass-produced, sports cars and sedans built prior to Cars competing include: Mini Cooper, Austin Healy Sprite, Spitfire and Lotus Super 7. 9 GROUP 2 Open-wheel race cars built prior to Cars competing include: Chevron, Brabham, Crossle, Titan, and Hawke. GROUP 3 Medium displacement, mass-produced sports cars and sedans built prior to Cars competing include: Porsche 356, Triumph TR-6 & TR-3, Alfa Romeo, Elva Courier, and Sunbeam Tiger.

10 Race Group Classifications GROUP 4A Limited production sports racing cars built prior to Cars Competing include: Scarab, Maserati, Lotus 11, Porsche Spyder, and Lister. GROUP 4B Larger displacement, production sports cars built prior to Cars competing include: Corvettes, Jaguar XK-140,150, E-type. GROUP 5 World Sports Championship (WSC) and World Manufacturer s Championship cars raced between 1960 and Also includes Can-Am cars raced prior to 1969 and front engine specials as raced after Cars competing include: Lotus 23, Porsche 904,906,908, Ford GT, and Lola T GROUP 6 Big bore, mass-produced, sports cars and sedans built prior to Corvette 427 & 454, Shelby GT 350, Shelby Cobra, Camaro Z28, Porsche 911 and Griffith.

11 Race Group Classifications 11 GROUP 7A Sports 2000 race cars built from Cars competing include: Tiga, Swift, March, and Carbir. GROUP 7B Can-Am cars as raced after World Championship sports cars raced after 1970 and under 2.0 liter sports cars raced after All cars may race on slick tires. Cars competing include: Lola T298, Chevron B36, Osella, and March. GROUP 8 Mass-produced sports cars and sedans produced from Cars must race on treaded racing or street radial tires. Cars competing: Datsun 240Z, Porsche 911RS, Alfa Romeo GTV, Porsche 914-6, Mustang Cobra and Datsun 510.

12 Race Group Classifications GROUP 9 Wings & Slicks, open wheel race cars as raced from 1973 to Cars competing include: Lola T9270, Reynard, Selected Indy Lights and Formula 5000 cars. GROUP 10 Selected GT sports cars and sedans as raced from Over 6.0 liter sports racing cars as raced after 1967, on slicks. Center-seat racing cars, over 5.0 liter, on slicks. NASCAR Cup and Nationwide Stock Cars and production-based race cars. Other cars competing include: Porsche 911RSR, Ferrari 360 Challenge cars, and BMW M3. GROUP 11 GTP/Group C, ALMS, WSC, and Grand Am prototype cars as raced from Tube frame Trans- Am, IMSA, GTS, GTO, and FIA GT cars as raced from Production-based race cars as raced from Cars competing include: Porsche RS Spyder, Chevrolet Intrepid, Audi R8 LMP-1, Porsche 962, and late model Trans- Am cars. 12

13 Driver Demographics 13 Age Over 65 Yrs old % Yrs old.. 40% Yrs old..35% Yrs old 7% Yrs old....3% Employment Business Owners....40% Professionals.28% Employees or Executives % Average number of cars owned Average net worth - $2.4 Million Real Estate Homeowners....95% Own two or more residences % Income $100,000 - $145, % $150,000 - $225, % $230,000 - $499, % $500,000 and above....18%

14 2015 Schedule Duel in the Desert with VARA February Spring Mountain, Nevada Southern Classic February Road Atlanta, Braselton, Georgia Spring Vintage Classic February 26-March 1 Sebring International Raceway, Florida Historic Races at Willow Springs with VARA March Willow Springs International Raceway, California Miami Historics April 9-12 Homestead Miami Speedway, Florida British Extravaganza VARA April Buttonwillow Raceway Park, California SVRA Spring Vintage Festival May Road America, Wisconsin Sonoma Historic Motorsports Festival May Sonoma Raceway, Sonoma, California The Brickyard Vintage Racing Invitational June Indianapolis Motor Speedway, Indiana So. California Historic Sports Car Festival June Auto Club Speedway, California 33rd Annual Mid-Ohio Vintage Grand Prix June Mid-Ohio Sports Car Course Portland Vintage Racing Festival July 9-12 Portland International Raceway, Portland, Oregon Pocono Mountain Historic Getaway August Pocono Raceway, Pennsylvania U.S. Vintage Grand Prix (pending repaving decision*) September Watkins Glen International, New York *If repaving is approved, date will be July Coronado Speed Festival September Coronado, California Heacock Classic Gold Cup September Virginia International Raceway Mardi Gras in October October 8-11 NOLA Motorsports Park, New Orleans, Louisiana U.S. Vintage National Championship November 4-8 Circuit of the Americas, Texas

15 Amelia Island Vintage Grand Prix 15 Event Date: March 17-20, 2016 Location: Fernandina Beach Airport Expected: 200 Vintage Race Cars Vintage -Aircraft, Motorcycles, Cars and Fashions Proposed Race Course is approximately 2.3 miles Runway 9/27 would remain open to all aircraft traffic throughout the duration of the event Runway 4/22 and 13/31 and related taxiways will be utilized for the event Thursday Sunday 8:00am-8:00pm 48 hours will be needed to build and tear down on each end of the event

16 Financial Proposal SVRA will rent the airport for $2, per day up to 8 days. SVRA would commit to a minimum of a 5 year agreement. SVRA would secure the required insurance to host the event SVRA would be financially responsible for any repairs caused by the event SVRA will pay for auxiliary Police and Fire Rescue needed for the event SVRA will gift all ticket proceeds directly sold by Amelia Island Concours d Elegance to the Concours d Elegance Charity Foundation 16

17 Benefits to Hosting the Event in the City of Fernandina Beach 17 The airport is large enough to host a variety of vintage vehicles Direct connection with Amelia Island Concours d Elegance Jacksonville International Airport is a short distance away A history of international sports car racing and one of the finest motoring events in the world, the concours at Fernandina Beach Fernandina Beach offers fine restaurants, lodging, beaches, sporting activities, history and a mild climate during March A time of year that the local businesses will greatly benefit from the event Potential/Future economic impact could rival Amelia Island Concours d'elegance on the City of Fernandina Beach (Reported $15 Million)

18 Why SVRA? 18 Will exceed 5,000 vintage race car entries in 2015 Proven professional team Currently host an airport event in California Developed national vintage database Standardized national car preparation rules Financially stable Motivated management team Long-standing safety record Largest Vintage Racing Organization in the United States

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21 Actual October November December January February March April FY2014 $7,475,837 $6,034,530 $4,166,409 $5,565,369 $6,515,370 $12,374,283 $12,550,221 FY2015 $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538 % Change 18.06% 4.33% 23.88% 9.91% 25.84% 10.60% 7.95% FY2015 Projected $7,500,000 $5,625,000 $5,625,000 $6,250,000 $6,250,000 $13,125,000 $11,875,000 FY2015 Actual $8,825,683 $6,296,108 $5,161,284 $6,116,785 $8,198,689 $13,685,610 $13,547,538 % Change 17.68% 11.93% -8.24% -2.13% 31.18% 4.27% 14.08% YTD FY2014 $7,475,837 $13,510,367 $17,676,776 $23,242,145 $29,757,515 $42,131,797 $54,682,018 FY2015 $8,825,683 $15,121,791 $20,283,075 $26,399,861 $34,598,550 $48,284,159 $61,831,697 % Change 18.06% 11.93% 14.74% 13.59% 16.27% 14.60% 13.08% Bed Tax FY2014 $298,291 $240,587 $166,094 $222,025 $265,136 $493,877 $501,825 FY2015 Projected $300,000 $225,000 $225,000 $250,000 $250,000 $525,000 $475,000 FY2015 Actual $352,086 $251,087 $205,817 $244,021 $326,955 $546,387 $540, % 11.6% -8.5% -2.4% 30.8% 4.1% 13.8%

22 Description FY 2015 Budget FY Actual Variance INCOME $5,712,500 $4,133,851 $1,578,649 EXPENSES Cost of Collections $130,500 $83,141 $79,974 TDC Admin. 15% $632,925 $403,232 $387,875 Marketing - 65% $3,830,175 $1,896,015 $2,538,298 Travel Trade - 10% $621,950 $263,309 $398,837 Beach Improv. 10%** $496,950 $95,482 $401,469 EXP. TOTAL $5,712,500 $2,658,037 $3,726,479 NET $0 $1,392,674 $1,392,324

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24 Change Occupancy 75.5% -4.9% ADR $ % RevPar $ % Demand 43, % Revenue $10,312, % Figures represent Amelia Island, not Nassau County

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26 $ $ $ $ $ $ $ $ $ $ $ $ $ $ $50.00 $0.00

27 $ $ $ $ $ $ $80.00 $64.80 $71.86 $72.00 $72.41 $80.10 $82.48 $91.74 $ $ $60.00 $40.00 $20.00 $0.00

28 250.0 $ $ $ $ $ $ Occupancy ADR RevPar Florida Comp Set Amelia Island

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30 May 13 2,216,531 Impressions 11,165,.5% CTR September

31 Print: Regional co-ops: Atlanta, First Coast, Washingtonian, Charlotte, Chicago, Nashville Food & Wine Southern Living Garden & Gun Oprah Convene

32 Radio: WJCT Shrimp Fest, Artrageous Artwalk International: Multi-channel Germany, Funway UK Television: Spring/Summer Comcast Be Nice PSA Be nice to our visitors

33 Sales Missions Atlanta DC Chicago Digital program LinkedIn

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36 Evaluation Digital Research Paradise Brand audit Creative evolution Planning session Advertising RFP

37 Advertising planning GSTC GA/FL Holiday FY2016 Marketing planning Holiday programing Collateral updates

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40 Do what you can, with what you have, where you are. -Theodore Roosevelt

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42 100K+ followers #14 on Forbes social media power influencer list Top 50 women on Twitter

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44 Leads up 300% Traffic from mobile and tablet at 67% Telephone tracking program

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47 398 unique authors and 2,145 mentions of #FLTravelChat - with a reach of 3,206,935

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50 88,500 impressions 284 clicks/.31 CTR Targeting in-market See and Do, Dining, Shopping July 4 th

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52 Extend reach; grow awareness Brand/lifestyle alignment, premium channels Geographic, demographic targeting Travel ad network Target Consumers Enhance consideration Travel review sites Conquesting Keyword retargeting Facebook Exchange Evaluators Increase engagement; drive visitors through funnel Retargeting on owned channels, website Facebook Exchange Engagers No paid activity against visitors who convert Converters 5 2

53 Property TripAdv Social AOL DE - Google VF - Google Collinson ATL NYT AJC Conde Sojern Pre-visit metrics CTR ecpc Bounce PVs Post-visit metrics Conv Rate Cost/Conv

54 Extend reach; grow awareness Target Consumers Enhance consideration Evaluators Increase engagement; drive visitors through funnel Engagers No paid activity against visitors who convert Converters 5 4

55 On the surface Strong CTR Efficient ecpc Custom landing page Digging deeper Skewed results Little time spent Few conversions

56 Buy side Scale while negotiating Leverage buying agency Test new partners Push for metrics Define the value of conversions Experience side Pay off CTAs Customize the experience Make conversions easy Creative Serve dynamic ads Optimize frequency Sequence messages

57 Increase Qualified Reach Expand to reach new qualified audience within premium, lifestyle, travel environments, growing awareness Refine targeting Optimize to Higher Efficiency Optimize conquesting campaigns within competitive set Scale successful mid-funnel tactics, optimizing to personas Focus on users who have visited AmeliaIsland.com but not converted Allocate Budget to Drive Bottom Line Goals Find the right balance of volume & efficiency across all tactics Align Creative Strategy to Maximize Performance Find best point of entry in reaching new visitors Customize experience, particularly in mid-funnel Make conversion/data capture easy 57

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59 Why it s important: Traffic volume Touch-point in journey Web reputation Trusted content Interaction point Rich data source Accommodations 4.46 Average Score Eateries 4.32 Average Score Attractions 4.72 Average Score

60 What we ve done: Refreshed hub Managed forum Analyzed traffic patterns Collected feedback What we ll do: Analyze content Integrate UGC/ratings Maintenance Scale media partnership

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62 Island Press Visits Om Magazine - UK Publication - 70,000 circulation - May 7-9 Amy West - USA Today s 10 Best - WJXT News 4 Jax Morning Show - May Trinity Mirror Group - 1 million print circulation - 34 million digital readership - May 25-26

63 Island Press Visits Macon Magazine - 48,000 circulation - June City Style & Living - Canadian Publication - 425,000 monthly online views - 15,000 print copies - August The Charlotte Observer - 131,254 circulation million monthly online views - August 24-26

64 Island Press Visits Southbound magazine - 70,000 circulation - August Enjoy Family Times - 57,000 circulation - Marion County, Fla. - August Nashville Parent - 37,604 circulation - September

65 Highlighted Media Coverage Spoonful of Flavor (April) - Daytrip to Amelia Island

66 Highlighted Media Coverage Spoonful of Flavor (April) - Daytrip to Amelia Island The Daily and Sun Express (April 15) - Top 10 Things To Do in Florida

67 Highlighted Media Coverage Spoonful of Flavor (April) - Daytrip to Amelia Island The Daily and Sun Express (April 15) - Top 10 Things To Do in Florida Woman s World (May) - Welcome to Summer

68 Highlighted Media Coverage Spoonful of Flavor (April) - Daytrip to Amelia Island The Daily and Sun Express (April 15) - Top 10 Things To Do in Florida Woman s World (May) - Welcome to Summer Lake and Sumter Style (May) - Sensational Stays for Gals

69 Highlighted Media Coverage Spoonful of Flavor (April) - Daytrip to Amelia Island The Daily and Sun Express (April 15) - Top 10 Things To Do in Florida Woman s World (May) - Welcome to Summer Lake and Sumter Style (May) - Sensational Stays for Gals Orlando Magazine (May 31) - Pack a Weekend Bag

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