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Marketing Initiative Funds Request for Destination Awareness Growth

Requesting 10% of the annual bed tax collections totaling $555,484 for 2014-2015 to strengthen advertising reach. These funds aim to increase brand essence and destination awareness in key markets. Major growth and revenue increases have been achieved, with a focus on digital marketing for measurable results.

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Marketing Initiative Funds Request for Destination Awareness Growth

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  1. Marketing Grant Request

  2. 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

  3. 2013-2014 Highlights • Overall, visitation numbers are the highest we have seen on record • 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. • Increases in Transient business: • Over a 12% increase in the last three years in transient business

  4. Hotel RevPAR Hotel Occupancy

  5. Web Traffic • 1,030,360 visits which is an increase of 42% • 39% more visitors over last 12 months • Growth in specific markets – • 62% increase from Florida • 92% increase from Tallahassee • 38% increase from Gainesville • 35% increase from Tampa • 38% increase from Georgia • 29% increase from Atlanta • 42% increase from Savannah • 42% increase from South Carolina

  6. Website Traffic

  7. 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

  8. Leisure

  9. Leisure Con’t

  10. Meetings/Convention Ads

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