VCB Board of Directors Meeting Packet June 22, 2021 1:30 ...

TABLE OF CONTENTS

PACKET CONTENTS

ANTI-TRUST & CONFLICT OF INTEREST STATEMENT PAGE 1 AGENDA PAGES 2-3 MINUTES FROM May 2021 MEETING PAGES 4-9 FINANCIAL STATEMENT PAGES 10-15 STR REPORT CAN BE EMAILED TDC BED TAX COLLECTION REPORTS PAGES 16-18 GOOGLE ANALYTICS PAGES 19-31 INDUSTRY EMAIL BLAST STATS PAGE 32 CONSUMER EMAIL BLAST STATS PAGES 33-36 INQUIRY REPORT PAGE 37-47 VISITOR CENTERS REPORT PAGE 48 PARTNERSHIP REPORT PAGES 49-52 IN-HOUSE CREATIVE REPORT PAGE 53 SOCIAL MEDIA REPORT PAGE 54 SALES SUMMARY PAGES 55-56 SALES REPORT PAGE 57 COMMUNICATIONS SUMMARY PAGES 58-59 COMMUNICATIONS TRACKING PAGE 60 PROMOTIONS REPORT PAGE 61 FFCG PAGE 62

VCB Board of Directors Meeting Packet June 22, 2021 1:30 pm

Casa Monica Resort & Spa 95 Cordova St., St. Augustine, FL 32084

Anti-Trust Statement

The purpose of this meeting today is to act upon matters relating to the business of St. Johns County Visitors and Convention Bureau and not to discuss or pursue the business interests of individual companies. We should proceed with caution and alertness, 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. We should concern ourselves only with the business of St. Johns County Visitors and Convention Bureau as set forth in the agenda for this meeting.

Conflict of Interest Statement

It is the duty of every member of the Board of Directors who is in any way, directly or indirectly, interested in a contract or proposed contract with the St. Johns County Visitors and Convention Bureau to disclose the nature and extent of such interest and to refrain from voting in respect to the contract or proposed contract.

1

Call to order:

Acknowledge Anti-Trust Statement and Conflict of Interest Statement

Roll Call:

Public Comments:

Consent Agenda Items

1. Approval of May Minutes2. Primary Metrics3. Departmental Reports4. Financial Reports

Agenda Items

1. Peter Mayer Agency Creative Update2. President’s Report3. May Advertising/Media Report4. Partner Report5. Board Nominations6. Distribution of Marketing Plan7. COVID-19 Update

Committee Reports:

Leisure Sales Committee Meeting

VCB Board of Directors Meeting Agenda June 22, 2021 1:30 pm

Casa Monica Resort & Spa 95 Cordova St., St. Augustine, FL 32084

2

Government Liaisons’ Comments:

New Business:• Discuss 5th cent strategy moving forward

Old Business:

Adjournment:

3

Call to order: Virginia Whetstone at 1:34 p.m.

Acknowledge Anti-Trust Statement and Conflict of Interest Statement: Virginia Whetstone advised attendees to refer to their packet for the two documents.

Roll Call: Rhonda Diskin

Present (remotely): Virginia Whetstone, Craig Schoninger, Kimberly Wilson, Tom Dolan, Cindy Stavely, Jason Kern, Tom Jankowski, Philip McDaniel, Samantha Palmer, Melissa Wissel, Bob Porter

Absent: Commissioner Henry Dean (excused), Commissioner Dylan Rumrell, Tera Meeks, Isabelle Renault

Staff (remotely): Richard Goldman, Rhonda Diskin

Staff (present at Sebastian Hotel): Susan Phillips

Others present: none

Public Comments: none

Consent Agenda Items

1. Approval of April Minutes 2. Primary Metrics 3. Departmental Reports 4. Financial Reports

Motion to approve the Consent Agenda items was made by Samantha Palmer and seconded by Philip McDaniel. Approved unanimously.

VCB Board of Directors Meeting Minutes May 25, 2021 1:30 pm

Via Zoom Virtual Meeting & Sebastian Hotel 333 N Ponce de Leon Blvd., St. Augustine, FL 32084

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Agenda Items

President’s Report - presented by Richard Goldman

• April combined traditional and vacation rental lodging: OCC +401.6%, ADR +76.4%, RevPaR/L +784.9%, Demand +435.9%, Supply +6.8%.

• April traditional lodging stats: OCC + 401.5%, ADR +119.1%, RevPar +998.5%, Demand +471.4%, Supply +13.9%

• April vacation rental stats: OCC +383.3%, ADR +37.5%, RevPAL +564.4%, Demand +354.2%, Gross Rev +524.4%, Supply -6.0%

• April Attractions (n=19): attendance was up to +87.8%; FY was still down -9.5% • March B&B lodging stats (n=10) OCC +86.9%, ADR +10.3%, RevPar +105.0%, Demand

+87.5%. FYTD OCC +9.4%, ADR +3.2%, RevPar +12.9%, Demand +10.1% • April Publicity: FYTD 1,888 VCB supported stories; +111% to FYTD 2020. • April Sales Team lead room night production was -50% below goal YTD goal though

solicitations remained +12% ahead of goal. • April-May: we have four television promotions in Jacksonville, Tampa, and Atlanta and

four radio promotions in Dallas, Atlanta, and St. Pete/Tampa. • We promoted the St. Augustine Food & Wine Festival and St. Augustine Craft Brewers

Festival in paid, earned, and owned media. • The VCB continues providing essential support including frequently updated information

in the Partner Recovery Toolkit.

Advertising Report for April - reviewed by Richard Goldman

• Richard reviewed the consumer and business-to-business creative advertising in digital, radio, streaming Pandora, TV, print advertising, LinkedIn, Travel Guide to Florida, Flamingo Magazine, The Villages Magazine, the VISIT FLORIDA® Official Travel Guide, Sports Planning Guide, FSAE, Destination Reunions, and Meetings and Conventions.

• We are now ready to change our messaging back to the Travel INTRAnationally campaign with the rationale supported by PETERMAYER Agency’s research.

• If we transition by the end of June, we can save $26,000, which we will use to acquire updated imagery.

• The Board consensus is to move forward with changing the messaging by the end of June.

• We can measure the success of the campaign by growth in the visitation to Florida’s Historic Coast website. We did see a growth trend from November 2019-March 2020 until we had to change advertising strategies.

5

Partner Report - reviewed by Susan Phillips

• We had no new partners for April. We’ve added 17 new partners FYTD bringing our total to 295.

State of the Tourism Industry Celebration - Susan Phillips • The event was Thursday, May 6th 9:00-10:20 a.m. via Zoom broadcast and live streaming

from the studio at The Classic Car Museum of St. Augustine with Dan Bagan from Bagan & Company providing studio event production and live-streaming. Richard Goldman provided a local tourism industry update with a short video. Chair Virginia Whetstone introduced a new FHC culinary history video and afterwards awarded the 2020 Tourism Impact Award to the Chefs of Florida’s Historic Coast. Three local chefs joined us in person to accept the award. We’ll be scheduling in-person visits to present awards to other chefs not able to join us in person due to COVID-19. David Reichbach from Destination Analysts provided a global tourism industry report and outlook for 2021. This was followed by an advertising agency report from David Crane and Mary Anthony from the PETERMAYER Agency. We had 139 attendees. The Zoom video will be sent tomorrow to all partners and notification next week via PartnerCom. We have a placeholder for the 2022 STI event to be held on Thursday, May 5, 2022 from 8:00 a.m. – 11:00 a.m. at the Renaissance World Golf Village.

Employee of the Year Awards - Susan Phillips

• We had 22 nominations this year which is more than in previous years. Richard Goldman and Virginia Whetstone presented the awards in person on May 14 and May 18th.

• The five winners were: Gail Ballard, the St. Augustine Lighthouse and Maritime Museum; Carolyn Ashbaugh, Sebastian Hotel; Martin Stilip, Casa Monica Hotel; Tamala Bollinger, the St. Augustine Downtown Visitor Center Gift Shop; and, Nancy DeGeorge, First Look, The Artisan’s Market.

• Photos were taken with the winners and staff, and a press release will be distributed this week. All nominees received a certificate of appreciation together with a letter of thanks for their exemplary service.

• Thank you, Virginia, for doing such a great job with making a personal connection with each award recipient.

COVID-19 Update - Richard Goldman

The St. Johns County Emergency Situation Reports will end on May 31. Richard will continue to update all stakeholders as needed.

6

Committee Reports - no committee meetings

FY2022 Marketing Plan - Richard Goldman

Highlights from the Marketing Plan are:

• Trends (Leisure): 80% of people surveyed said they are likely to travel this year with key destinations of Florida, New York, Las Vegas, Hawaii, & California.

• Domestic Group (B2B): 54% of business travelers would be happy if their employer asked them to attend an in-person conference, convention, or group meeting in the next six months.

• Nearly 40% of American business travelers have plans to attend a conference, convention, or group meeting this year.

• Trends (Florida): There’s a big uptick in people driving to Florida. The big-spending international tourists are expected to return in CY2022.

• Trends (International): The demand for international travel in FY2022 is uncertain until there’s a more widely vaccinated global population and international borders are re-opened.

• Competitive Intel: Operating budgets for our competitive set range from $4.4 million for St. Augustine | Ponte Vedra to $73.5 million for Visit Orlando.

• Brand perception from the 2016 St. Johns County TDC study showed that total brand awareness for our destination was 92.5% compared to Savannah at 96% and Charleston at 95%.

• Amelia Island has half the rooms as SJC but has an $7 million budget. • Jacksonville has a $5 million budget with twice the rooms. • The FY2022 total budget is $4,442,000 with Marketing remaining the highest spending

category at 74% of the budget. • There is a St. Johns County budget workshop on 5/27/21 with the TDT budget review

from 11:00-11:30 a.m. • There will also be a co-op workshop in September. The date is TBA. • Richard reviewed the following during the presentation:

o Campaign Evolution, the new campaign, and the COVID-19 re-entry campaign o Origin markets, top MSAs, and target audiences o Media Objectives and Strategies o Promotions and Strategic Alliances o Web development and eCRM o Communications and Public Relations o Sales o Brand Research

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• The budget is based on the current TDT taxes and doesn’t include the potential increase if there is a 5th cent. If we did receive more money, it would go towards advertising in additional markets.

• The printed FY2022 Marketing Plan will be ready by the 1st week of June and ready to share. Our contracted agreement with the TDC is to have it to them by the end of the 1st week of June.

• A motion to approve the FY2022 Marketing Plan was made by Tom Dolan and seconded by Samantha Palmer. Approved unanimously.

Government Liaisons’ Comments:

• Melissa Wissel - City of St. Augustine o The south end of Swing Park by the Visitors Center is shut down. The Santa Maria

is coming to the City Marina Thursday 5/28 departing Tuesday June 1st.

• Bob Porter - St. Johns County Chamber of Commerce o The Governor signed an Executive Order yesterday to pull Florida out of the

federal unemployment supplement. People receiving unemployment will now to be required to complete a job search to receive unemployment funds.

New Business:

VCB Partner Report Cards - Virginia Whetstone

Virginia shared a comprehensive spreadsheet of each partner’s report card for CY2020 sorted A-Z, High to Low, By Location, By Category. She will send the spreadsheet to each Board member.

Old Business:

Proposed Destination Advocate of the Year Award - Susan Phillips

• A committee consisting of Kimberly Wilson, Virginia Whetstone, Tom Dolan, Samantha Palmer, Susan Phillips and Richard Goldman met on May 10th to look at a variety of options and/or alternative awards.

• The committee reviewed the existing Tourism Impact Award which recognizes those who have made a positive impact on the economic and growth potential here on Florida’s Historic Coast.

8

• The committee felt that the current Tourism Impact Award should be expanded to allow both outside nomination and self-nominations (the award was previously a VCB STI committee nominated award).

• New requirements for this award will be a nomination form that requires examples and/or metrics to support the nomination; only voting VCB Board members will vote; and, the Tourism Impact Award will be continue to be presented annually at the State of the Tourism Industry event.

Nominating Committee - Virginia Whetstone

• Samantha Palmer is the chair of the committee, and Virginia will be on the committee, too. Virginia is waiting for a response from a VCB Board member whom she has asked to join the committee.

Future VCB Board Meetings - Virginia Whetstone

• The Board will return to in-person meetings beginning in June with the June meeting to be held at the Casa Monica Resort & Spa. Thank you, Kimberly.

Adjournment: Motion to adjourn the meeting was made by Tom Dolan and seconded by Kimberly Wilson. Approved unanimously.

Meeting adjourned at 3:49 p.m.

9

Cash Basis Wednesday, June 16, 2021 02:31 PM GMT-04:00 1/1

St. Johns County Visitors & Conventions Bureau, Inc.Balance Sheet

As of May 31, 2021

TOTAL

ASSETS

Current Assets

Bank Accounts

10010 Ameris - 8596 - Cat1 1,810,067.50

10015 Ameris - 8653 - VCB 177,003.21

10017 Ameris - 9435 - VCB 2,536.00

10300 Petty Cash - VCB 268.90

Total Bank Accounts $1,989,875.61

Other Current Assets

12000 Undeposited Funds 0.00

12200 Inventory - DO NOT USE 0.00

12400 Due (To)/From TDC - Cat1 0.00

13000 Prepaid Expenses - VCB 148.25

Total Other Current Assets $148.25

Total Current Assets $1,990,023.86

Fixed Assets

14010 Furniture and Equipment - VCB 899.10

14999 Accumulated Depreciation - VCB -899.10

Total Fixed Assets $0.00

TOTAL ASSETS $1,990,023.86

LIABILITIES AND EQUITY

Liabilities

Current Liabilities

Other Current Liabilities

22000 Prepaid Dues - Cat1 0.00

22050 Accrued Expenses - Cat1 0.00

25000 PPP Loan 0.00

Total Other Current Liabilities $0.00

Total Current Liabilities $0.00

Total Liabilities $0.00

Equity

30000 Opening Balance Equity - Cat1 280,068.94

32000 Retained Earnings 772,756.63

Net Income 937,198.29

Total Equity $1,990,023.86

TOTAL LIABILITIES AND EQUITY $1,990,023.86

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Accrual Basis Wednesday, June 16, 2021 02:32 PM GMT-04:00 1/3

St. Johns County Visitors & Conventions Bureau, Inc.Budget vs. Actuals: FY_2020_2021 - FY21 P&L

October 2020 - September 2021

TOTAL

ACTUAL BUDGET REMAINING

Income

40011 County Revenue - Fiscal 20-21 - Cat1 3,070,275.00 4,840,040.00 1,769,765.00

40015 CoOp Revenue - Cat1 17,675.00 -17,675.00

40099 Other Income - PPP 164,757.00 -164,757.00

Total Income $3,252,707.00 $4,840,040.00 $1,587,333.00

GROSS PROFIT $3,252,707.00 $4,840,040.00 $1,587,333.00

Expenses

51000 - Administrative Overhead - Cat1

51000-1 Computer Expense - Cat1 2,000.00 2,000.00

51000-1 Equipment - Cat1 261.99 -261.99

51000-1 Software - Cat1 3,110.08 -3,110.08

51000-1 Supplies - Cat1 8.99 -8.99

Total 51000-1 Computer Expense - Cat1 3,381.06 2,000.00 -1,381.06

51000-2 Office Equipment - Cat1 1,554.32 3,000.00 1,445.68

51000-3 Office Supplies - Cat1 1,304.36 6,000.00 4,695.64

51000-4 Rent - Cat1 4,000.00 54,400.00 50,400.00

51000-4 Building - Cat1 32,000.00 -32,000.00

51000-4 Equipment - Cat1 891.96 -891.96

51000-4 Storage - Cat1 2,279.21 -2,279.21

Total 51000-4 Rent - Cat1 39,171.17 54,400.00 15,228.83

51000-5 Payroll - Cat1 1,083,101.00 1,083,101.00

51000-5 401K Match - Cat1 6,549.73 -6,549.73

51000-5 FSA Claim / Adjustment 2,410.85 -2,410.85

51000-5 Health Insurance - Cat1 57,606.27 -57,606.27

51000-5 Payroll Processing Fee - Cat1 14,211.88 -14,211.88

51000-5 Payroll Taxes - Cat1 33,700.30 -33,700.30

51000-5 Salaries & Wages - Cat1 500,216.25 -500,216.25

Total 51000-5 Payroll - Cat1 614,695.28 1,083,101.00 468,405.72

51000-6 Repairs - Cat1 2,000.00 2,000.00

51000-6 Equipment - Cat1 912.38 -912.38

Total 51000-6 Repairs - Cat1 912.38 2,000.00 1,087.62

51000-7 Utilities - Cat1 18,500.00 18,500.00

51000-7 Electric - Cat1 2,081.45 -2,081.45

51000-7 Internet - Cat1 2,650.88 -2,650.88

51000-7 Phone - Cat1 6,814.40 -6,814.40

51000-7 Water,Sewer,Trash - Cat1 1,084.51 -1,084.51

Total 51000-7 Utilities - Cat1 12,631.24 18,500.00 5,868.76

51000-8 Dues & Membership - Cat1 11,345.00 33,796.00 22,451.00

51000-8 Company - Cat1 11,622.00 -11,622.00

51000-8 Public Relations - Cat1 2,015.00 -2,015.00

51000-8 Sales - Cat1 7,219.00 -7,219.00

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TOTAL


Total 51000-8 Dues & Membership - Cat1 32,201.00 33,796.00 1,595.00

Total 51000 - Administrative Overhead - Cat1 705,850.81 1,202,797.00 496,946.19

54900 - Promotional Expenses - Cat1

54900-1 Advertising - Cat1 93,306.65 3,092,550.00 2,999,243.35

54900-1 Adv Resv-Donna,Air, MPI - Cat1 7,500.00 -7,500.00

54900-1 Collateral Materials - Cat1 35,885.03 -35,885.03

54900-1 FL First Coast of Golf - Cat1 73,545.40 -73,545.40

54900-1 JackRabbit - Cat1 19,800.00 -19,800.00

54900-1 PMA - Cat1 824,113.48 -824,113.48

54900-1 Promotions In House - Cat1 4,597.29 -4,597.29

54900-1 SAAA Brochure Ads - Cat1 13,500.00 -13,500.00

54900-1 Sales Support - Cat1 25,533.70 -25,533.70

54900-1 TaxSlayer Bowl - Cat1 40,000.00 -40,000.00

54900-1 Tour Ops - Cat1 9,499.00 -9,499.00

54900-1 Web Developement - Cat1 53,623.15 -53,623.15

Total 54900-1 Advertising - Cat1 1,200,903.70 3,092,550.00 1,891,646.30

54900-1 Advertising/Promotional 24,223.36 -24,223.36

54900-10 Tradeshows - Cat1 8,044.00 73,360.00 65,316.00

54900-10 Industry - Cat1 2,650.00 -2,650.00


54900-10 Sales - Cat1 24,967.64 -24,967.64

Total 54900-10 Tradeshows - Cat1 36,751.64 73,360.00 36,608.36

54900-11 PR Services - Cat1 99,339.17 184,831.00 85,491.83

54900-2 Brochure Distribution - Cat1 16,500.00 16,500.00

54900-4 In House PR - Cat1 85,060.00 85,060.00

54900-4 Group Closing Fund - Cat1 1,265.01 -1,265.01

54900-4 Industry/Promo - Cat1 990.81 -990.81


54900-4 Sales - Cat1 9,195.36 -9,195.36

Total 54900-4 In House PR - Cat1 32,293.41 85,060.00 52,766.59

54900-5 Inquiry Services - Cat1 13,984.04 36,434.00 22,449.96

54900-6 Postage - Cat1 24,363.59 40,000.00 15,636.41

54900-7 Travel & Per Diem - Cat1 167.20 54,508.00 54,340.80

54900-7 Industry - Cat1 1,533.71 -1,533.71


54900-7 Sales - Cat1 14,753.18 -14,753.18

Total 54900-7 Travel & Per Diem - Cat1 18,168.57 54,508.00 36,339.43

54900-8 PRO Fees & Research - Cat1 1,578.00 49,000.00 47,422.00

54900-8 Accountants - Cat1 4,300.00 -4,300.00

54900-8 Bank Fees - Cat1 35.00 -35.00

54900-8 Farren technology - Cat1 4,317.40 -4,317.40

54900-8 IDSS - Cat1 3,600.00 -3,600.00

54900-8 nSight - Cat1 8,000.00 -8,000.00

54900-8 Rogers Towers Trademark - Cat1 140.00 -140.00

54900-8 STR Reports - Cat1 8,330.00 -8,330.00

54900-8 Visa Vue - Cat1 4,360.00 -4,360.00

Total 54900-8 PRO Fees & Research - Cat1 34,660.40 49,000.00 14,339.60

54900-9 Sales Mission - Cat1 5,000.00 5,000.00

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TOTAL


Total 54900 - Promotional Expenses - Cat1 1,484,687.88 3,637,243.00 2,152,555.12

Total Expenses $2,190,538.69 $4,840,040.00 $2,649,501.31

NET OPERATING INCOME $1,062,168.31 $0.00 $ -1,062,168.31

Other Income

65110 Interest Income - VCB 0.84 -0.84

65405 Membership Dues - VCB 22,406.39 -22,406.39

Total Other Income $22,407.23 $0.00 $ -22,407.23

Other Expenses

70500 Bank Charges - VCB 168.94 94.14 -74.80

70600 Merchant Fees - VCB 725.68 1,186.16 460.48

73100 Professional Services - VCB 3,828.30 6,499.96 2,671.66

73800 Licenses and Taxes - VCB 50.00 77.00 27.00

73900 Meeting Expenses - VCB 705.42 230.77 -474.65

74000 Travel - VCB -54.50 659.70 714.20

74001 Employee of the Year - VCB 399.38 -399.38

74110 Postage - VCB 627.25 627.25

74500 Insurance - VCB 5,690.80 7,322.61 1,631.81

74805 Entertainment & Meals - VCB 1,797.71 2,351.94 554.23

74900 Advertising Exp - VCB 380.00 935.24 555.24

75000 Office Expenses - VCB 361.78 4,973.60 4,611.82

75100 Annual Meeting Expenses 561.00 2,175.68 1,614.68

75403 Dues & Subscriptions 252.20 1,114.03 861.83

76000 Miscellaneous Expenses 79.50 79.50

78001 Program Expenses 630.00 630.00

78005 Fotofest Expenses 255.00 255.00

78008 (STI) State of the Industry Exp 8,382.56 1,118.35 -7,264.21

Total Other Expenses $23,249.27 $30,330.93 $7,081.66

NET OTHER INCOME $ -842.04 $ -30,330.93 $ -29,488.89

NET INCOME $1,061,326.27 $ -30,330.93 $ -1,091,657.20

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St. Johns County Visitors & Conventions Bureau, Inc.Profit and Loss

May 2021

TOTAL

Income

40011 County Revenue - Fiscal 20-21 - Cat1 300,000.00

40015 CoOp Revenue - Cat1 8,025.00

40099 Other Income - PPP 9,597.11

Total Income $317,622.11

GROSS PROFIT $317,622.11

Expenses

51000 - Administrative Overhead - Cat1

51000-1 Computer Expense - Cat1 1,240.94

51000-2 Office Equipment - Cat1 139.48

51000-3 Office Supplies - Cat1 214.68

51000-4 Rent - Cat1

51000-4 Building - Cat1 4,000.00

51000-4 Storage - Cat1 295.74

Total 51000-4 Rent - Cat1 4,295.74

51000-5 Payroll - Cat1 74,224.04

51000-6 Repairs - Cat1

51000-6 Equipment - Cat1 762.38

Total 51000-6 Repairs - Cat1 762.38

51000-7 Utilities - Cat1 1,140.45

51000-8 Dues & Membership - Cat1 400.00

Total 51000 - Administrative Overhead - Cat1 82,417.71

54900 - Promotional Expenses - Cat1

54900-1 Advertising - Cat1 119,376.51

54900-1 Advertising/Promotional 8,329.09

54900-10 Tradeshows - Cat1 5,989.00

54900-11 PR Services - Cat1 13,361.79

54900-4 In House PR - Cat1

54900-4 Group Closing Fund - Cat1 1,063.01

54900-4 Public Relations - Cat1 3,784.80

54900-4 Sales - Cat1 114.01

Total 54900-4 In House PR - Cat1 4,961.82

54900-5 Inquiry Services - Cat1 2,235.85

54900-6 Postage - Cat1 10,375.00

54900-7 Travel & Per Diem - Cat1 4,998.35

54900-8 PRO Fees & Research - Cat1 5,663.00

Total 54900 - Promotional Expenses - Cat1 175,290.41

Total Expenses $257,708.12

NET OPERATING INCOME $59,913.99

Other Income

65110 Interest Income - VCB 0.11

65405 Membership Dues - VCB 150.00

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TOTAL

Total Other Income $150.11

Other Expenses

70500 Bank Charges - VCB -39.00

70600 Merchant Fees - VCB 43.92

73100 Professional Services - VCB 83.33

74000 Travel - VCB 5.95

74500 Insurance - VCB 931.90

74805 Entertainment & Meals - VCB 305.72

74900 Advertising Exp - VCB 47.50

75000 Office Expenses - VCB 52.05

75403 Dues & Subscriptions 70.00

78008 (STI) State of the Industry Exp 1,953.10

Total Other Expenses $3,454.47

NET OTHER INCOME $ -3,304.36

NET INCOME $56,609.63

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St. Johns County Tourist Development TaxesFY 2020‐FY 2021 TOURIST DEVELOPMENT TAX REMITTED BY ACCOMMODATIONS TYPE

FY2020OCC. MNTH H/M % PV+‐ Condo % PV+‐ Apts % PV+‐ Camp % PV+‐ B&B % PV+‐ TOTAL

October 542,409$ 71.1% ‐7.4% 84,746$ 11.1% ‐0.8% 74,540$ 9.8% 15.2% 24,196$ 3.2% 2.5% 37,445$ 4.9% ‐22.2% 763,334.97$ November 612,491$ 72.5% 16.4% 78,222$ 9.3% ‐6.6% 84,529$ 10.0% 27.1% 27,869$ 3.3% ‐4.1% 41,918$ 5.0% ‐4.4% 845,029.93$ December 672,743$ 68.3% 8.0% 110,307$ 11.2% ‐2.9% 108,422$ 11.0% 40.4% 31,111$ 3.2% 1.1% 61,911$ 6.3% 0.0% 984,493.87$

2020 January 595,469$ 64.5% 9.1% 155,440$ 16.8% 8.5% 89,734$ 9.7% 23.8% 42,616$ 4.6% 12.6% 39,672$ 4.3% ‐12.3% 922,931.51$ February 638,323$ 61.8% ‐0.1% 197,609$ 19.1% ‐5.1% 105,304$ 10.2% 13.7% 47,399$ 4.6% 13.6% 44,668$ 4.3% 2.2% 1,033,303.65$ March 345,985$ 49.0% ‐64.3% 200,359$ 28.4% ‐18.7% 104,077$ 14.7% ‐21.6% 29,146$ 4.1% ‐41.8% 26,064$ 3.7% ‐60.2% 705,629.94$ April 158,685$ 61.0% ‐80.1% 38,317$ 14.7% ‐80.2% 35,455$ 13.6% ‐71.6% 16,044$ 6.2% ‐62.3% 11,552$ 4.4% ‐80.1% 260,052.99$ May 235,536$ 54.4% ‐67.3% 73,674$ 17.0% ‐50.0% 64,835$ 15.0% ‐40.3% 35,465$ 8.2% 5.6% 23,458$ 5.4% ‐52.0% 432,967.85$ June 544,969$ 54.0% ‐23.7% 223,206$ 22.1% ‐32.8% 151,790$ 15.1% 8.9% 55,332$ 5.5% 54.8% 33,257$ 3.3% ‐2.7% 1,008,553.97$ July 510,242$ 43.7% ‐34.5% 387,503$ 33.2% 13.1% 189,409$ 16.2% 12.1% 42,518$ 3.6% 24.8% 37,047$ 3.2% ‐1.0% 1,166,717.48$

August 419,877$ 53.8% ‐20.8% 169,786$ 21.7% 14.8% 130,012$ 16.7% 42.5% 29,300$ 3.8% 50.3% 31,696$ 4.1% ‐6.2% 780,670.35$ September 416,579$ 57.6% 3.5% 141,478$ 19.6% 79.8% 103,228$ 14.3% 80.9% 30,806$ 4.3% 125.6% 30,883$ 4.3% 34.1% 722,974.04$

9,626,660.55$ YTD Total

FY2021OCC. MNTH H/M % PV+‐ Condo % PV+‐ Apts % PV+‐ Camp % PV+‐ B&B % PV+‐ TOTAL

October 469,745$ 60.3% ‐13.4% 122,082$ 15.7% 44.1% 110,792$ 14.2% 48.6% 31,428$ 4.0% 29.9% 45,573$ 5.8% 21.7% 779,619.63$ November 450,721$ 60.2% ‐26.4% 108,000$ 14.4% 38.1% 108,367$ 14.5% 28.2% 36,335$ 4.8% 30.4% 45,817$ 6.1% 9.3% 749,240.43$ December 581,211$ 63.3% ‐13.6% 122,650$ 13.4% 11.2% 119,589$ 13.0% 10.3% 43,399$ 4.7% 39.5% 51,765$ 5.6% ‐16.4% 918,613.70$

2021 January 418,968$ 54.4% ‐29.6% 138,957$ 18.1% ‐10.6% 115,136$ 15.0% 28.3% 47,024$ 6.1% 10.3% 49,434$ 6.4% 24.6% 769,518.81$ February 505,936$ 52.2% ‐20.7% 191,737$ 19.8% ‐3.0% 188,678$ 19.4% 79.2% 46,414$ 4.8% ‐2.1% 37,385$ 3.9% ‐16.3% 970,148.84$ March 915,380$ 60.6% 164.6% 276,738$ 18.3% 38.1% 197,203$ 13.1% 89.5% 59,830$ 4.0% 105.3% 60,371$ 4.0% 131.6% 1,509,521.38$ April 892,668$ 60.8% 462.5% 252,520$ 17.2% 559.0% 208,274$ 14.2% 487.4% 53,995$ 3.7% 236.5% 59,670$ 4.1% 416.6% 1,467,127.46$ May ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ June ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ July ‐$ ‐$ ‐$ ‐$ ‐$ ‐$

August ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ September ‐$ ‐$ ‐$ ‐$ ‐$ ‐$

7,163,790.25$ YTD Total

16

FY 2020 ‐ FY2021 TOURIST DEVELOPMENT TAX REMITTED BY ZIP CODEST. JOHNS COUNTY TOURIST DEVELOPMENT COUNCIL

32080 % TTL +/‐ PY 32082 % TTL +/‐ PY 32084 % TTL +/‐ PY 32086 % TTL +/‐ PY 32092 % TTL +/‐ PY 32095 % TTL +/‐ PY 92+95 OTHER % TTL +/‐ PY TOTALFiscal Year 2020

OCT 231,114$ 30.3% 8.9% 171,169$ 22.4% ‐20.3% 276,232$ 36.2% ‐8.3% 7,590$ 1.0% 29.9% 64,981$ 8.5% 1.7% 8,896$ 1.2% 52.2% 9.7% 3,354$ 0.4% ‐18.2% 763,335$ NOV 222,237$ 26.3% 23.4% 189,136$ 22.4% 15.3% 345,708$ 40.9% 4.9% 8,437$ 1.0% ‐7.8% 65,114$ 7.7% 15.8% 10,323$ 1.2% 64.5% 8.9% 4,074$ 0.5% ‐3.4% 845,030$ DEC 299,542$ 30.4% 20.7% 161,912$ 16.4% 8.5% 434,116$ 44.1% 2.6% 8,268$ 0.8% ‐18.3% 65,266$ 6.6% 4.6% 10,850$ 1.1% 18.2% 7.7% 4,541$ 0.5% ‐0.8% 984,494$ JAN 317,911$ 34.4% 12.2% 169,664$ 18.4% 3.0% 339,143$ 36.7% 7.9% 12,647$ 1.4% 20.5% 67,438$ 7.3% 12.3% 11,528$ 1.2% 58.6% 8.6% 4,600$ 0.5% 6.9% 922,932$ FEB 400,987$ 38.8% 9.0% 203,586$ 19.7% ‐1.5% 350,958$ 34.0% ‐0.8% 14,865$ 1.4% 12.9% 57,225$ 5.5% ‐17.4% 502$ 0.0% ‐94.3% 5.6% 5,181$ 0.5% ‐3.1% 1,033,304$

MAR 339,886$ 48.2% ‐29.5% 107,042$ 15.2% ‐68.1% 202,979$ 28.8% ‐59.9% 3,909$ 0.6% ‐75.1% 47,047$ 6.7% ‐53.9% 685$ 0.1% ‐95.8% 6.8% 4,082$ 0.6% ‐41.1% 705,630$ APR 75,798$ 29.1% ‐83.9% 68,142$ 26.2% ‐71.4% 81,540$ 31.4% ‐79.4% 2,254$ 0.9% ‐82.6% 10,749$ 4.1% ‐87.0% 20,402$ 7.8% 74.7% 12.0% 1,168$ 0.4% ‐77.0% 260,053$ MAY 196,367$ 45.4% ‐45.9% 60,131$ 13.9% ‐75.7% 147,454$ 34.1% ‐57.8% 4,676$ 1.1% ‐46.8% 22,049$ 5.1% ‐70.1% 451$ 0.1% ‐96.0% 5.2% 1,840$ 0.4% ‐59.2% 432,968$ JUN 468,420$ 46.4% ‐19.7% 154,929$ 15.4% ‐35.4% 316,767$ 31.4% ‐7.4% 18,789$ 1.9% 134.9% 41,476$ 4.1% ‐39.9% 4,515$ 0.4% ‐55.1% 4.6% 3,658$ 0.4% ‐0.7% 1,008,554$ JUL 614,974$ 52.7% 0.2% 179,663$ 15.4% ‐33.0% 306,551$ 26.3% ‐20.7% 7,892$ 0.7% ‐7.5% 45,105$ 3.9% ‐34.0% 9,333$ 0.8% ‐13.4% 4.7% 3,200$ 0.3% ‐45.0% 1,166,717$ AUG 338,263$ 43.3% 6.2% 133,121$ 17.1% ‐22.1% 252,930$ 32.4% ‐3.7% 6,468$ 0.8% 6.8% 33,513$ 4.3% ‐36.3% 13,620$ 1.7% 77.4% 6.0% 2,756$ 0.4% ‐30.7% 780,670$ SEP 287,004$ 39.7% 54.5% 135,644$ 18.8% 3.1% 243,234$ 33.6% 24.2% 7,533$ 1.0% 81.2% 39,561$ 5.5% ‐16.5% 6,578$ 0.9% ‐8.4% 6.4% 3,419$ 0.5% 8.7% 722,974$

FY YTD 3,792,503$ 1,734,140$ 3,297,613$ 103,326$ 559,523$ 97,682$ 41,874$ 9,626,661$

32080 % TTL +/‐ PY 32082 % TTL +/‐ PY 32084 % TTL +/‐ PY 32086 % TTL +/‐ PY 32092 % TTL +/‐ PY 32095 % TTL +/‐ PY 92+95 OTHER % TTL +/‐ PY TOTALFiscal Year 2021

OCT 281,056$ 36.1% 21.6% 139,924$ 17.9% ‐18.3% 302,388$ 38.8% 9.5% 4,382$ 0.6% ‐42.3% 48,861$ 6.3% ‐24.8% 361$ 0.0% ‐95.9% 6.3% 2,647$ 0.3% ‐21.1% 779,620$ NOV 244,251$ 32.6% 9.9% 128,830$ 17.2% ‐31.9% 311,103$ 41.5% ‐10.0% 11,221$ 1.5% 33.0% 44,035$ 5.9% ‐32.4% 6,788$ 0.9% ‐34.2% 6.8% 3,012$ 0.4% ‐26.1% 749,240$ DEC 287,891$ 31.3% ‐3.9% 123,592$ 13.5% ‐23.7% 426,155$ 46.4% ‐1.8% 14,435$ 1.6% 74.6% 55,139$ 6.0% ‐15.5% 8,556$ 0.9% ‐21.1% 6.9% 2,846$ 0.3% ‐37.3% 918,614$ JAN 275,586$ 35.8% ‐13.3% 123,847$ 16.1% ‐27.0% 307,349$ 39.9% ‐9.4% 15,960$ 2.1% 26.2% 33,274$ 4.3% ‐50.7% 9,943$ 1.3% ‐13.8% 5.6% 3,560$ 0.5% ‐22.6% 769,519$ FEB 357,842$ 36.9% ‐10.8% 156,103$ 16.1% ‐23.3% 357,483$ 36.8% 1.9% 15,293$ 1.6% 2.9% 62,672$ 6.5% 9.5% 16,950$ 1.7% 3275.8% 8.2% 3,806$ 0.4% ‐26.5% 970,149$

MAR 565,240$ 37.4% 66.3% 312,538$ 20.7% 192.0% 513,879$ 34.0% 153.2% 19,112$ 1.3% 388.9% 79,476$ 5.3% 68.9% 14,161$ 0.9% 1968.2% 6.2% 5,117$ 0.3% 25.3% 1,509,521$ APR 535,522$ 36.5% 606.5% 289,109$ 19.7% 324.3% 523,854$ 35.7% 542.4% 16,791$ 1.1% 645.0% 78,422$ 5.3% 629.6% 15,776$ 1.1% ‐22.7% 6.4% 7,653$ 0.5% 555.4% 1,467,127$ MAY ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ JUN ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ JUL ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ AUG ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ SEP ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$ ‐$

FY YTD 2,547,388$ 1,273,943$ 2,742,212$ 97,194$ 401,879$ 72,535$ 28,640$ 7,163,790$

Other

Anastasia Island Ponte Vedra Beach St. Augustine/Villano/N. Bch Shores/South/207 WGV + west of I95 I95&SR16 + Palencia Other

Anastasia Island Ponte Vedra Beach St. Augustine/Villano/N. Bch Shores/South/207 WGV + west of I95 I95&SR16 + Palencia

17

FISCAL YEAR 2020OCCUPANCY/REPORTING MONTH OCT % PY NOV % PY DEC % PY JAN % PY FEB % PY MAR % PY

GROSS RECEIPTS 20,153,361$ ‐3.5% 22,164,465$ 14.0% 25,612,240.19$ 9.3% 23,843,542$ 8.8% 26,848,558$ 0.9% 18,539,154$ ‐50.5%EXEMPT RECEIPTS (950,454)$ 62.2% (914,441)$ 54.0% (853,447.94)$ 33.5% (634,290)$ ‐5.8% (881,195)$ 0.8% (758,372)$ 7.6%TAXABLE RECEIPTS 19,202,906$ ‐5.4% 21,250,024$ 12.7% 24,758,792.25$ 8.6% 23,209,252$ 9.3% 25,967,364$ 0.9% 17,780,783$ ‐51.7%TOTAL TAX COLLECTED 768,116$ ‐5.4% 850,001$ 12.7% 990,351.69$ 8.6% 928,370$ 9.3% 1,038,695$ 0.9% 711,231$ ‐51.7%ADJUSTMENTS ‐$ TOTAL TAX DUE 768,116$ ‐5.4% 850,001$ 12.7% 990,351.69$ 8.6% 928,370$ 9.3% 1,038,695$ 0.9% 711,231$ ‐51.7%LESS COLLECTION ALLOWANCE (5,384)$ 7.6% (5,523)$ 8.5% (6,754.74)$ 23.5% (5,647)$ 3.5% (6,290)$ 7.2% (5,601)$ ‐20.8%PLUS PENALTY 593$ 540$ 861.68$ 208$ 898$ ‐$ 763334.97PLUS INTEREST 10$ 12$ 35.24$ ‐$ 0.95$ ‐$ 15266.70TOTAL AMOUNT REMITTED 763,335$ ‐5.5% 845,030$ 12.8% 984,493.87$ 8.6% 922,932$ 9.3% 1,033,304$ 0.8% 705,630$ ‐51.8% 7633.35LESS TAX COLLECTOR & CLERK (15,267)$ ‐5.5% (16,901)$ 12.8% (19,689.88)$ 8.6% (18,459)$ 9.3% (20,666)$ 0.8% (14,113)$ ‐51.8%NET TO TDC 748,068.27$ ‐5.5% 828,129$ 12.8% 964,803.99$ 8.6% 904,473$ 9.3% 1,012,637.58$ 0.8% 691,517$ ‐51.8%

APR % PY MAY % PY JUN % PY JUL % PY AUG % PY SEP % PY YTD % PYGROSS RECEIPTS 7,042,383$ ‐78.6% 11,309,575$ ‐58.7% 25,909,024$ ‐20.4% 29,995,416$ ‐14.2% 20,127,705$ ‐6.3% 18,744,468$ 24.9% 250,289,890$ EXEMPT RECEIPTS (482,749)$ ‐79.4% (396,402)$ ‐50.7% (529,215)$ ‐46.2% (639,194)$ ‐9.1% (453,464)$ ‐41.8% (533,834)$ ‐0.5% (8,027,058)$ TAXABLE RECEIPTS 6,559,634$ ‐78.5% 10,913,173$ ‐59.0% 25,379,809$ ‐19.6% 29,356,222$ ‐14.3% 19,674,242$ ‐5.0% 18,210,634$ 25.9% 242,262,833$ TOTAL TAX COLLECTED 262,385$ ‐78.5% 436,527$ ‐59.0% 1,015,192$ ‐19.6% 1,174,249$ ‐14.3% 786,970$ ‐5.0% 728,425$ 25.9% 9,690,513$ ADJUSTMENTS TOTAL TAX DUE 262,385$ ‐78.5% 436,527$ ‐59.0% 1,015,192$ ‐19.6% 1,174,249$ ‐14.3% 786,970$ ‐5.0% 728,425$ 25.9% 9,690,513$ LESS COLLECTION ALLOWANCE (2,335)$ ‐66.0% (3,899.90)$ ‐39.4% (6,950)$ ‐9.1% (8,260)$ 0.4% (6,311)$ 7.0% (5,864)$ 26.3% (68,819)$ PLUS PENALTY 3$ 340$ 240$ 640$ 8$ 411$ 4,744$ PLUS INTEREST ‐$ 1$ 71$ 89$ 3$ 2$ 223$ TOTAL AMOUNT REMITTED 260,053$ ‐78.6% 432,968$ ‐59.1% 1,008,554$ ‐19.7% 1,166,717$ ‐14.3% 780,670$ ‐5.1% 722,974$ 25.7% 9,626,661$ LESS TAX COLLECTOR & CLERK (5,201)$ ‐78.6% (8,659)$ ‐59.1% (20,171)$ ‐19.7% (23,334)$ ‐14.3% (15,613)$ ‐5.1% (14,459)$ 25.7% (192,533)$ NET TO TDC 254,852$ ‐78.6% 424,308$ ‐59.1% 988,383$ ‐19.7% 1,143,383$ ‐14.3% 765,057$ ‐5.1% 708,515$ 25.7% 9,434,127$

FISCAL YEAR 2021OCCUPANCY/REPORTING MONTH OCT % PY NOV % PY DEC % PY JAN % PY FEB % PY MAR % PY

GROSS RECEIPTS $20,166,976.04 0.1% 19,398,685$ ‐12.5% 23,662,350$ ‐7.6% 19,993,289$ ‐16.1% 25,098,374$ ‐6.5% 38,966,966$ 110.2%EXEMPT RECEIPTS -$532,475.04 ‐44.0% (534,115)$ ‐41.6% (563,639)$ ‐34.0% (625,410)$ ‐1.4% (686,959)$ ‐22.0% (1,027,731)$ 35.5%TAXABLE RECEIPTS 19,634,501$ 2.2% 18,864,570$ ‐11.2% 23,098,711$ ‐6.7% 19,367,879$ ‐16.6% 24,411,415$ ‐6.0% 37,939,235$ 113.4%TOTAL TAX COLLECTED 785,380.04$ 2.2% 754,583$ ‐11.2% 923,948$ ‐6.7% 774,715$ ‐16.6% 976,457$ ‐6.0% 1,517,569$ 113.4%ADJUSTMENTS ‐$ TOTAL TAX DUE 785,380$ 2.2% 754,583$ ‐11.2% 923,948$ ‐6.7% 774,715$ ‐16.6% 976,457$ ‐6.0% 1,517,569$ 113.4%LESS COLLECTION ALLOWANCE -$5,884.45 9.3% (5,940.48)$ 7.6% (6,329)$ ‐6.3% (6,014)$ 6.5% (7,266)$ 15.5% (8,656)$ 54.5%PLUS PENALTY $124.04 509.89$ 918.34$ 817$ 923$ 608$ PLUS INTEREST $0.00 88.22$ 76.05$ ‐$ 34.91$ ‐$ TOTAL AMOUNT REMITTED 779,620$ 2.1% 749,240$ ‐11.3% 918,614$ ‐6.7% 769,519$ ‐16.6% 970,149$ ‐6.1% 1,509,521$ 113.9%LESS TAX COLLECTOR & CLERK (15,592)$ 2.1% (14,985)$ ‐11.3% (18,372.27)$ ‐6.7% (15,390)$ ‐16.6% (19,403)$ ‐6.1% (30,190)$ 113.9%NET TO TDC 764,027.24$ 2.1% 734,255.62$ ‐11.3% 900,241.43$ ‐6.7% 754,128$ ‐16.6% 950,746$ ‐6.1% 1,479,331$ 113.9%

APR % PY MAY % PY JUN % PY JUL % PY AUG % PY SEP % PY YTDGROSS RECEIPTS 37,756,718$ 436.1% ‐$ ‐$ ‐$ ‐$ ‐$ 185,043,357$ 28%EXEMPT RECEIPTS (910,659)$ 88.6% ‐$ ‐$ ‐$ ‐$ ‐$ (4,880,987)$ ‐11%TAXABLE RECEIPTS 36,846,060$ 461.7% ‐$ ‐$ ‐$ ‐$ ‐$ 180,162,371$ 30%TOTAL TAX COLLECTED 1,473,842$ 461.7% ‐$ ‐$ ‐$ ‐$ ‐$ 7,206,495$ 49%ADJUSTMENTSTOTAL TAX DUE 1,473,842$ 461.7% ‐$ ‐$ ‐$ ‐$ ‐$ 7,206,495$ ‐280%LESS COLLECTION ALLOWANCE (8,237)$ 252.7% ‐$ ‐$ ‐$ ‐$ ‐$ (48,327)$ 29%PLUS PENALTY 1,511$ ‐$ ‐$ ‐$ ‐$ ‐$ 5,412$ 74%PLUS INTEREST 11$ ‐$ ‐$ ‐$ ‐$ ‐$ 210$ 264%TOTAL AMOUNT REMITTED 1,467,127$ 464.2% ‐$ ‐$ ‐$ ‐$ ‐$ 7,163,790$ 49%LESS TAX COLLECTOR & CLERK (29,343)$ 464.2% ‐$ ‐$ ‐$ ‐$ ‐$ (143,276)$ 30%NET TO TDC 1,437,785$ 464.2% ‐$ ‐$ ‐$ ‐$ ‐$ 7,020,514$ 30%

ST. JOHNS COUNTY TOURIST DEVELOPMENT TAX

18

ST AUGUSTINE, PONTE VEDRA & THE BEACHES VCB: MAY 2021

TRAVELMARKETING CAMPAIGN

19

TRAVEL MARKETING

CAMPAIGN UPDATE● During the month of May, the Tempest team optimized the Ponte Vedra Biking page.

● The team also optimized the 4th of July event page to prepare for the upcoming holiday and

visitors beginning to plan their holiday weekend.

● The created and deployed the May email send: Explore More and Venture Off St. George

Street.

● Additionally, the team optimized the Sounds of Summer blog in preparation for concerts and

events coming back this summer.

239%Increase in Visits

149%Increase in Organic Search

545%Increase in Partner Referrals

20

TRAVEL MARKETING

SITE PERFORMANCE21

TRAVEL MARKETING

TOP-LEVEL PERFORMANCEIn May, visitation to the website had a strong increase compared to 2020 and 2019.

122,113 Visits to Website (up 239%)

100,709 Users (up 232%)

202,632 Pageviews (up 250%)

1.66 Pageviews per Visit

0:01:44 Average Time on Site

80.38% New Sessions

54.83% Bounce Rate

31.14% 50% Scroll Depth

22

TRAVEL MARKETING

KEY PERFORMANCE INDICATORSIn May, Visitor Guide Orders were up 165 percent compared to 2020. Partner referrals were up 545 percent.

181 Virtual Visitor Guide Views

824 Requests for Physical Guides

141 eNewsletter Signups

13,732 Clicks on Partner Listings

2,321 BookDirect Clicks

23

TRAVEL MARKETING

SESSIONSVisits captured by the website increased 239 percent year-over-year and increased 196 percent

compared to 2019.

24

TRAVEL MARKETING

TOP TRAFFIC SOURCESIn May, there was strong visitation coming in from the newsletter, as well as Facebook.

25

The Beacher’s Lodge Oceanfront Suites received great engagement during the

month of May.

TRAVEL MARKETING

PARTNER LISTING CLICKS

26

TRAVEL MARKETING

ORGANIC SEARCH27

TRAVEL MARKETING

SEO PERFORMANCEOrganic search contributed 40 percent of the overall website visitation.

48,794 visits to Website (up 149%)

40,633 Users (up 146%)

78,070 Pageviews (up 146%)

1.60 Pageviews per Visit

0:01:50 Average Time on Site

79.44% New Sessions

48.93% Bounce Rate

28

TRAVEL MARKETING

ORGANIC SEARCHOrganic search traffic increased 149 percent year-over-year and increased by 153 percent compared

to May 2019.

29

The St. Augustine Beach page increased over 4,000 percent and Vilano Beach increased

339 percent compared to last year.

TRAVEL MARKETING

TOP LANDING PAGES

30

TRAVEL MARKETING

SESSIONS BY CITYCompared to 2019, visitation from New York increased 110 percent and Atlanta increased 43

percent.

31

32

TRAVEL MARKETING

EMAIL MARKETING33

TRAVEL MARKETING

GENERAL EMAIL PERFORMANCEFor the May email send, the More to Explore Off St. George Street was the most popular piece of content for both sends.

OPT-IN SUBSCRIBERS8,105 Messages Sent

51% Click-to-Open Rate

555 Sessions

03:18 Average Session Duration

GENERAL LIST169,428 Messages Sent

24% Click-to-Open Rate

1,512 Sessions

02:29 Average Session Duration

34

TRAVEL MARKETING

LOOKING AHEAD● During the month of June, the Tempest team made sure the Fourth of July

content is well linked throughout the site and easily accessible.

● The team will be optimizing the Fishing tournaments on Florida’s Historic

Coast blog, as well as The Chefs of Florida’s Historic Coast blog.

● Additionally, the team will begin taking a look at the Labor Day Weekend

content and making sure it is well optimized and updated well in advance of

the holiday.

“Those who plan do better than those who do not plan even though

they rarely stick to their plan.”

~Winston Churchill

35

THANKYOU

QUESTIONS?

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May 2021 May 2020% of Total

Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 49 6 0.08% 318 236 340


Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 54,533 3,580 94% 387,327 279,981 382,812


Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 2,988 1,078 5% 23,330 23,271 37,185


Visitors FYTD 2021 FYTD 2020 Total FY 2020Total Visitors 501 0 1% 1,748 6,892 6,892

May 2021 May 2020 FYTD 2021 FYTD 2020 Total FY 202058,071 4,664 412,723 310,380 427,229

Total Inquiries at Visitors Centers

Visitor Center Inquiries May 2021

SJCC-PVBD Visitor & Information Center

City of St. Augustine Downtown Visitors Center

St. Augustine Beach Visitors Center

Jacksonville Airport Visitor Information Center

48

Partners Applied:

• The Donut Experiment St Augustine

Partners Approved Previously:

FY 2021 Partnership Recap

New Partner Businesses FY 2021 – 17 Total Partners September 2020 – 305 Total number of businesses dropped FY2020 - 24 Total Partners FYTD 2021 – 295

PARTNERSHIP REPORT June 2021

Ben Nguyen, Marketing Coordinator & Database Manager

49

Last updated: July 5, 2019

Partnership Application

Thank you for your interest in becoming a partner of the St. Augustine, Ponte Vedra & The Beaches Visitors and

Convention Bureau. Partnership is $300 annually valid from October 1 through September 30. Out of county

accommodations fees are based on room count at $5 per room. Upon approval, the information provided on this

application will be used to create your listing on www.FloridasHistoricCoast.com.

Company / Organization Name: _________________________________________________________________

Main Contact & Title: _________________________________________________________________

Business Phone Number: ______________________________ Fax Number: _______________________

E-mail Address: _________________________________________________________________

Web site: _________________________________________________________________

Social Media links: Other: _________________

Physical Address: _________________________________________________________________

City, State, ZIP: _________________________________________________________________

Mailing Address (if different from above): _________________________________________________________

___________________________________________________________________________________________

Occupational License (s) # Please attach applicable copy(ies) City #: ____________ County #: _______________

Tour Guide/Other License # ___________________________ Bed Tax # ________________________________

What is the best time (s) _____________ and phone number to reach you? ____________________________

For our internal departments records, if applicable, please provide names and email addresses for the following:

General Manager: _________________________________________________________________________

Director of Sales: _________________________________________________________________________

Sales Manager: ___________________________________________________________________________

The Donut Experiment St Augustine

St Johns

N/A

Joe Spivey - Owner/COO

904-342-2234 N/A

[email protected]

www.thedonutexperiment.com

117 King Street

St Augustine, FL 32084

@thedonutexperimentstaugustineO O

Anytime 904-770-6240

Joe Spivey

Joe Spivey

Joe Spivey

50

http://www.floridashistoriccoast.com/

Last updated: July 5, 2019

Who would you like to be allowed to make changes to your profile on www.floridashistoriccoast.com?

_______________________________________________________________________________________________

Who would you like to receive leads? ________________________________________________________________

_______________________________________________________________________________________________

The VCB often sends industry specific information & newsletters via e-mail. It would be our pleasure to include staff

members in our distribution. Please provide the names and email address of those that may be interested in receiving

these publications.

_______________________________________________________________________________________________

_______________________________________________________________________________________________

Partnership benefits include a listing on www.FloridasHistoricCoast.com with a link to your business web site and a

listing in the annual Travel Planner. Please select (by circling) one heading from the list below that best describes

your business:

Accommodations Attractions/Tours Dining/Night Life Shopping Visitor Services (including B2B Services)

Weddings Transportation Cultural & Performing Arts Group Tour & Event Services Associate

If your business offers additional amenities to visitors, you may purchase additional listings – if appropriate – for

$50.00 each. An example might be a hotel listed under “Accommodations” which also has a restaurant that they

would like listed separately in the dining section.

If you would like an additional listing, where would you like it placed? _____________________________________

_______________________________________________________________________________________________

Please describe your interest in becoming a VCB Partner? (This answer will only be used in our understanding of how

we can serve you) _______________________________________________________________________________________________

_______________________________________________________________________________________________

I wish to become a participating partner of the St. Augustine, Ponte Vedra & The Beaches Visitors & Convention

Bureau and look forward to growing my business.

____________________________________________________________________ _____________________

Signed Date

Mail to: St. Augustine, Ponte Vedra & The Beaches Visitors & Convention Bureau

Attn: Erin Masters / Ben Nguyen

29 Old Mission Avenue

St. Augustine, FL 32084 Fax to: 904.829.6149

Please contact Erin Masters at 904.209.4422 or [email protected] or Ben Nguyen at

[email protected] if you have further questions.

Yes

Yes

N/A

< >

I have 3 goals 1. I want to work with your organization to steadily increase the foot traffic into our store

might be interested in having donuts delivered for works events on a regular basis

2. I want to get introduced to other contacts and businesses in the local area that might

3. I want to increase our number of events, weddings, non profit events and etc that we are part of moving forward

May 25, 2021

51



mailto:[email protected]

mailto:[email protected]

52

Creative, Social Media, In-House Collaterals and Web Content • ProWatercross social media promotion • STI email marketing, event planning, poster creation, setup, walkthrough, event, and event photography • Tour & Travel Sales promo sheet printing • Tourism Employee of the year award order, certificate creation, and winner presentation photos • Group & Meeting guide review and outreach • FHC hero image updates • 2022 Travel Planner editorial review meeting • Sales sports video edits and upload for Sales enews • Sales enews creation, review and deployment • Netweave destination visit and tour of county outside of downtown • Netweave social media webinar • NAJTA video taping run through • Update of images to NPV biking page • St. Augustine Food + Wine Festival social media promotion • COE print bid request • Social media intern outreach • Weekly content meeting • Weekly web audit meeting • COVID 19/Healthy Travel Information daily website updates - Spanish & English pages • Url acquisitions, review and renewal of existing urls • FHC broll video editing for social media stills and shorts • VCB image resourcing & requests, image library updates • Facebook & Instagram account posting and engagement • Camelo monthly social media and media review • NetWeave monthly social media analytics and strategy review • Tempest monthly website and ECRm review Ongoing/Upcoming Projects • Instagram and social media development • Monthly review and Q&A with Crowdriff • Monthly & Mid-month reports • Monthly credit card receipt review, approval and submission • Monthly invoice review, approval and submission • Weekly staff meeting • Monthly Consumer emails images for Tempest • FHC main website monitoring and content updates, buttons & links • FHC print & interactive collateral branding updates • FHC social media image posting and interaction • Video library management • Image and video updates and conversion for FHC and CleanPix • Provision of FHC logo to all source requests • Photography, image processing & management as requested • Tempest & Peter Mayer agencies - ongoing creative review & support • Ongoing research - web programming webinars and educational resources • Response & refer incoming media opportunity outreach to agency

Creative Support Report: May 2021 Stacey Sather, Creative and Social Media Manager

53

! !

Facebook Fans added: 596 Total Fans: 516,116 (+0.1%) Reach: 3,182,361 (- 2.72%) Impressions: 11,233,188 (+6.6%) Engagement Rate: 7.27% (-4.84%)

Top Facebook Posts 5/11 4th of July fireworks are back – reach 35,455, engagements 3,046 5/15 Vacation calories don’t count - best burgers – reach 25,359, engagements 2,139 5/18 GTM North Overlook - Live – reach 20,728, engagements 4,273

Twitter Total Followers: 13,356 (-0.4%) (Twitter did a follower purge throughout May) Impressions: 99,794 (-1.1%)

YouTube Views: 1,956 (+17.20%) Lifetime Views: 381,635 (+1.51%)

Instagram Total Followers: 39,212 (+0.8%) Impressions: 474,646 (-25.9%)

Top Instagram Posts 5/17 St Augustine Fish Camp, impressions 30,896, reach 29,876, likes 1,395 5/20 Sant Maria Tall Ship, impressions 26,794, reach 25,881, likes 1,322 5/30 Sant Maria Tall Ship, impressions 20,559, reach 19,063, likes 1,015

Instagram Stories Stories Sent: 3 (-25%) Story Impressions: 2,024 (-49.7%) Average Reach per Story: 679 (-32%)

Other • St Augustine Food + Wine Fest posts & stories • ProWatercross posts & stories • Netweave Social Media webinar email promotion & event, destination visit - tour of county outside of downtown STA

Hispanic Social Media – April 2021

Facebook Fans added: 17, Total Fans: Total Fans: 17,705 (-20 | -0.1%), Reach: 25,198 (-14,307 | 36.2%), Impressions: 28,725 (-16,501 | -36.5%), Engagement Rate: 11.74%

Instagram Total Followers: 819 (+2 | 0.2%), Impressions: 14,818 (-9,543 | -39.2%), Engagement Rate: 11.64% Top Instagram Posts

May 12: picture, Reach: 135, Likes: 23, Impressions: 149 May 7: Picture, Reach: 161, Likes: 19, Impressions: 172 May 29: Picture, Reach: 134, Likes: 17, Impressions: 143

SOCIAL MEDIA REPORT May 2021 Stacey Sather, Creative & Social Media Manager 209-4434

54

The VCB sales team is charged with promoting St. Augustine, Ponte Vedra & The Beaches throughout the U.S. and abroad as a group and meeting friendly destination.

Site Visits: Conducting customized destination tours encompassing county layout, points of interest,

venues and services based on clients’ needs to fulfill potential program. Site visits with partners to ensure sales team keeps up to date on their venues & services.

Sales Initiatives: Attending a variety of sales initiatives targeting key meeting professionals, travel agents, tour operators, wedding/event planners, and consumers to generate leads.

Meetings: Collectively meeting with clients to vet program needs in order to offer compatible venues &

services. Meeting with VCB partners to maintain knowledge in order to help promote group business. CURRENT MONTH: Site Visits: • Partner Site - Natalya Yakovleva/Sawgrass Marriott, 5/4 • USA Ultimate, 5/6 • Kim Witherspoon, Connoisseur Site Visit, 5/17 • Spikeball Tournament, 5/25-26 (postponed)

Sales Initiatives: • National Tour Association Contact 2021, 5/5-9 • American Bus Association Virtual Mini Show, 5/11 • International Inbound Travel Association Board of Directors Zoom Meeting, 5/14 • Compete Sports Diversity Council Summit, 5/21-23 • Connect Marketplace Corporate Tradeshow, 5/24-26 • Connect Diversity Tradeshow, 5/24-26

Meetings:

• Sawgrass Marriott, New Sales Manager, 5/4 • Jacksonville Youth Rugby Meeting, 5/4 • VCB State of the Industry Virtual Meeting, 5/6 • AAU Junior Olympics Meeting, 5/14 • Black Travel and Tourism Meeting, 5/18 • St. Augustine Wedding & Events Association Monthly Meeting, 5/19 • Creating a Highly Effective Social Media Strategy, 5/20 • SJC Chamber Tourism & Hospitality Council Social, 5/20 • SJC Chamber Tourism & Hospitality Board Meeting, 5/21 • VCB Board Meeting, 5/25

Sales Department Report, May 2021

Evelyn Lopez-Kelley, Director of Leisure Sales

William McBroom, Director of Conference Sales Jaya Dillard, Sales & Services Manager Rhonda Diskin, Marketing Coordinator

Ben Nguyen, Marketing Coordinator

55

• SJC Chamber Board Meeting, 5/26

NEXT MONTH – June 2021

Site Visits:

• Black Travel & Tourism Site, 6/2-3 • Lion's Den Karate Venue Site Selection, TBA • United Service Alliance Site, 6/14

Sales Initiatives:

• Georgia Society of Association Executives Annual Conference, 6/2-4 • Military Reunions Network Con-Fam, 6/8-10 • Luxury Meeting Summit, Orlando, 6/21 • Luxury Meeting Summit, Tampa, 6/22 • Prevue Innovate Summit Tradeshow, 6/27-28 • Florida Society of Association Executives Annual Conference, 6/29-7/1

Meetings:

• Florida Rugby Invitational Post-Event Recap, 6/1 • iDSS Update Meeting, 6/3 • SJC Chamber Tourism & Hospitality Council Meeting, 6/10 • SJC Chamber Tourism & Hospitality Council Board Meeting, 6/11 • VCB Leisure Sales Committee Meeting, 6/11 • Women’s Match Play Championship Meeting, 6/15 • SJC Chamber Ponte Vedra Division Luncheon Meeting, 6/16 • St. Augustine Wedding & Events Association Monthly Meeting, 6/16 • SJC Chamber Small Business & South Beach Business Council Meeting, 6/17 • North Florida MPI Annual Awards Banquet, 6/17 • VCB Board Meeting, 6/22 • SJC Chamber Board Meeting, 6/23 • VCB Conference Sales Committee Meeting, 6/24

56

TOTALS FOR ALL SEGMENTS MONTHLY

TOTALMONTHLY

GOALS

Monthly % of Actual vs

Goal

3rd QUARTER TOTALS

QUARTERLY GOALS

Quarterly % of Actual vs

Goal

YEAR TO DATE

TOTALSYear to date

Goal

Year to date % Actual vs

Goal ANNUAL GOAL

% OF ANNUAL

GOAL ACHIEVED

LEADS ISSUED - ALL SEGMENTS 40 28 43% 54 56 -4% 125 186 -33% 298 41.95%

*TOTAL RM NTS FROM LEADS ISSUED - ALL SEGMENTS 8,262 9,800 -16% 14,881 20,300 -27% 37,080 60,000 -38% 100,339 36.95%

SOLICITATION CALLS/EMAILS 192 169 14% 393 338 16% 1,505 1,337 13% 2,041 73.74%

TRADE SHOWS/SALES MISSIONS MONTHLY TOTAL

3rdQUARTER TOTALS

YEAR TO DATE

TOTALSNational Tour Association Contact 2021 5/5-9 6 11 40

American Bus Assoc. Virtual Mini Show 5/11 Int'l Inbound Travel Assoc. BOD Zoom Mtg 5/14Compete Sports Diversity Council Summit 5/21-23Connect Marketplace Corporate Tradeshow 5/24-26Connect Diversity Tradeshow 5/24-26

St. Augustine, Ponte Vedra & The Beaches Visitors and Convention Bureau Sales Department Report May 2021

57

May 2021 Media Results: 2,516,518,757 Impressions;– 1,290 clips VCB Earned Media Result: 1,459,609,873 Impressions; 374 clips Featured Coverage Highlights (VCB earned): Travel Mag – Editor Picks: St. Augustine Luxury & Boutique Hotels (Casa Monica, Collector Inn & Hilton Bayfront) 24,289 impressions MSN.com & Sky – Florida Vacation Ideas: Top Travel Destinations for Summer 2021 68 million impressions Blogorama.com -Popular East Coast Beach Towns – 45,965 impressions US News & World Report – Beast Cheap Vacations in the US – 15,010,000 impressions BEChewey.com – the 10 Best Dog-Friendly Vacation Destinations for 2021 – 175,492 impressions WKMG Orlando – Kitchy Florida Roadside Attractions: St. Augustine 942,213 impressions MSN.com – 10 of The Most Gorgeous Beaches to Visit This Summer – 68 million impressions Winnebago Lifestyle - An Intro to Accessible RV Travel with Cory Lee – 12 million impressions AAA Go Carolinas – Whatever Floats Your Boat: Top Dock Spots From North Carolina to Florida – 1.2 million impressions TravelPulse.com - What Your Clients Need To Know About St. Augustine, Florida- 277,465 impressions Travel & Leisure - Why the Oldest City in the Continental U.S. Should Be Your Next Destination for a Girls Getaway, 2,005,222 impressions GoNomad.com – St. Augustine, Florida: Digging the Old and the New34,425 impressions PlanetWare - Fishing in St. Augustine -6 things to know – 1,079,501 impressions Conexión Hispana USA - Verano Playero en la Costa Histórica de la Florida – 30,120 impressions Content Issued: June Calendar of Events and recent blog posts to Visit Florida Multiple Website and Blog Pages Destinations to Discover – Chef’s Recognized Conventions South – editorial form submitted Website content: Father’s Day Blog, Mother’s Day updates, press kit updates Culinary Heritage Video Media Inquiries & Story Pitches: Planned itineraries for Mexican media -food and outdoor adventure stories Pitched and arranged visit for writers from Jewish Journal – Synagogue tour Pitched and arranged luxury tour experiences for Tallahassee Woman Magazine and Atlanta’s Luxury Lifestyle magazine - Arranged Weather Channel Interview at Castillo for Feels like Spain story Coleman Concierge – planning for romance on FHC in September Jennifer Prince – content for Southern Living June story Releases Issued (13): This Week (4) What’s New for Summer on Florida’s Historic Coast – version 1 Mother’s Day on FHC – version 2 St. Johns County Chefs Recognized with Tourism Impact Award June Events Release PartnerCom (2) Writers Hosted: (17) Sharon Kurtz – IFWTWA, Food + Wine- F+W Festival and Brewfest Julie Deily, TheLittleKitchen.com, F+W Festival and Brewfest Kayla Springmyer, F+W Festival and Brewfest Tim Ebner, Eater and Edible DC, F+W Festival and Brewfest Jesse Blanco from Eat It Like It (writer) Images Released: 181downloaded images from Cleanpix Michaele O’Neill, Carriage Way - Images for social posts Jennifer McKee, where Magazine Deborah Gaylord, St. Johns Magazine Weather Channel – B-Roll for June 5 Broadcast Sarah Kaupp – Southshore Media Group Autumn Giusti, Conventions South Sharon Kurtz, IFWTW Food + Wine Magazine Alicia Cross, Visit Florida – promotions Liliana Kurpanik, images for Bayfront Westcott House promotions Stacey Binder – Kessler Hotels for Casa Monica Social posts Pamela Anderson, Luxury lifestyle publications

COMMUNICATIONS DEPARTMENT REPORT: May 2021 Golden, Communications Manager, 669-8142

58

Michael Carr – Mummy Cat Productions – BRoll Jason Holland – Travel Simplicity brochure for tours Manual Kallaedar – BROLL _ Culinary Video for German Market OTHER: Assisted with Chef recognition program for STI Planning and video recording for NATJA June Virtual Media Tour Planned for F+W/ BREWFEST media attendance at Food & Wine Festival Worked on SATW Board Duties – created participants brief book and planned media marketplace for June and July Conferences Prepared speech and video presentation for SATW Conference in Dewey, DE NATJA Virtual Media Tour preparation. Partnered with Treasure Coast and The Keys to submit the PR Program for Flagler Award – Outdoors and RVs along Florida’s Atlantic Coast

59

St Augustine, Ponte Vedra & The Beaches VCB Communications Report FY 2021 fi

Media

Impressions Mar-21 Apr-21 May-21 Mar-20 Apr-20 May-20

May 2020

compared to

May2021 YTD FY2021

YTD Compared to

FY 2020

FY 20 compared to

FY21 FY 2020 Totals

Domestic Media 3,245,909,264 675,071,812 1,237,606,244 3,800,342,376 220,484,637 760,610,286 62.71% 9,364,754,183 10,390,770,373 -10% 12,160,694,308

International 29,575,093,021 1,492,878,573 1,237,463,850 44,465,382 280,163,004 375,161,981 229.85% 36,230,288,971 899,061,990 3930% 1,331,292,181

Broadcast 169,171,254 70,845,837 41,591,057 53,247,768 35,431,622 21,361,478 94.70% 466,540,393 229,342,935 103% 412,106,905

Total 32,990,173,539 2,238,796,222 2,516,518,873 3,898,055,526 536,079,263 1,157,133,745 117.48% 46,061,441,269 11,519,175,298 300% 14,004,093,394

Mar-21 Apr-21 May-21 Mar-20 Apr-20 May-20

May 2020

compared to

May 2021 YTD FY2021

YTD Compare FY

2020

FY20 compared to

FY21 FY 2020 Totals

Media Inquiries

Answered: 12 16 6 8 5 10 -40.00% 113 81 40% 137

Media Visitors

Hosted: 17 6 5 19 0 1 600.00% 88 99 -11% 113

News Releases

Issued: 13 10 10 8 7 9 11.11% 69 72 -4% 111

Stories Pitched 16 18 10 19 27 19 -47.37% 200 275 -27% 362

VCB supported

Stories 233 452 374 90 78 64 484.38% 2,254 953 137% 1,529

Image access 86 63 181 15 15 7 2485.71% 476 148 222% 218

Impressions

from VCB

supported

stories 196,580,480 406,232,881 1,459,609,873 27,153,639 31,695,154 177,660,423 721.57% 4,764,326,589 779,661,431 511% 1,452,664,049

In January 2021, the amount of VCB supported stories ranked high as there were a great number of publications carrying posts and images about Nights of Lights and Romance that resulted from months of

releases and story pitching. In March and April 2021, there were a record number of online, print and broadcast stories about THE PLAYERS. Topics covered that ranked high was the return to THE PLAYERS one

year after the Pandamic shutdown, anniversary celebrations, great play during the tournament (two hole-in-ones) and increased coverage due to limited attedance capicity. Also, April 2020 there was a total sshut

down of the destination with minimal destination coverage.

60

SUMMER PROMOTIONS & IN-MARKET FILM OPPORTUNITY

• VISIT FLORIDA KLTY-FM Dallas radio promotion runs from May 31-July 2, 2021. Five

day/4 night prize packages for four (total of four prizes) were provided and include

lodging and attraction tickets. Promotion also includes an array of promotional spots and

live liners, homepage takeover, and social media posts.

• Developed summer vacation giveaway sweepstakes with iHeart Media Atlanta (WUBL-

FM and WWPM-FM). Each station will give away a 3 day/2 night prize package

complete with lodging, dining, and attraction tickets. Promotions will run June 14 -July 3,

2021.

• Finalized a sweepstakes promotion with Viacom-CBS WTOG-TV in St. Pete/Tampa/

Sarasota targeting viewers planning summer getaways. Promotion will run June 14-July

3, 2021 and includes a 3 day/2 night prize package, with on air commercials, social

media, and online messaging.

• Finalized a 3 day/2 night sweepstakes promotion with iHeart Media Charlotte (WLKO

radio) to include live and recorded promotional spots, social media, and digital

messaging. The promotion runs June 21-July 11, 2021.

• Continuing to negotiate with WXIA-TV Atlanta to develop a summer TV promotion

targeting viewers looking for a getaway that’s not faraway. Prize will include a 3 day/2

night stay.

• Working to develop a film opportunity for a segment featuring Florida’s Historic Coast on

Extreme St. Augustine, Season II, Let’s Take It Outside with Misty Wells. Filming will be

done from June 22-June 30, 2021 (weather permitting), with the show featured in late

July and early August on Fox Sports Sun and on the World Fishing Network in 4th

quarter 2021.

DATABASE MARKETING

• Subscriber base is now at 177,500; 99% retention rate (maintaining less than 1% opt-

out).

Promotions Department Report: May 2021 Susan Phillips, Director, Tourism Promotion & Strategic Alliances

61

GOLF TOURIST ACTIVITY

1 62 73 84 95 10

2021 2020 CHANGE8,552 4,049 111%

66,606 29,759 124%

APR 131%YTD -6%

PRECIPITATION AVERAGE TEMP

2021 2020 CHANGE 2021 2020 CHANGE3.4 4.44 -1.04 67 71 (-4)

VALUE $1,041,104IMPRESSIONS 17,273,800

FY21 EARNED MEDIA

MONTHLY

YEAR TO DATE

ST. JOHNS TOURIST ROUNDS TREND

California ChinaTexas India

Pennsylvania Columbia

DIGITAL TRAFFIC

UNITED STATES INTERNATIONAL

Florida Canada Georgia United Kingdom

TOP 5 DEMAND MARKETS (DIGITAL USERS)

Miami Tampa

Ashburn Charlotte

Atlanta Palm Valley

Jacksonville Chicago

Orlando New York

2020 FFCG TOP 10 CITY DEMAND MARKETS

2021 April

4300 Marsh Landing Boulevard Suite 102 Jacksonville Beach, FL 32250904.249.0585

62

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