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Florida s first_coast_of_golf_board_meeting__augus

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  • 1. Florida's First Coast of Golf Board of Directors Meeting September 19, 2013
  • 2. Board of Directors Meeting Agenda September 19, 2013 Comfort Suites Meeting Room |10:00 – 11:15 AM| |I.| |Open Meeting/Anti-trust statement| | Truhlar| |II.| |Past Minutes (yellow)| | Goodman|
  • 3. Introductions Welcome New Board Members Jim Hahn - General Manager, Honours Golf Jack Peter- COO, World Golf Hall of Fame |Ed Tucker -General Manager, Golf Club at North Hampton | | |
  • 4. Antitrust & Conflict of Interest Statements | Antitrust Statement| The purpose of this meeting today is to act upon matters relating to the business of the northeast Florida golf tourism industry 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, supplies or others. We should not engage in discussions of individual company plans or contemplated activities. We should concern ourselves only with the business of the northeast Florida golf tourism industry as set forth in the agenda for this meeting. | Conflict of Interest Statement| "It is the duty of every member of Florida's First Coast of Golf who is in any way, directly or indirectly, interested in a contract or proposed contract with the Corporation to disclose the nature and extent of such interest and to refrain from voting in respect to the contract or proposed contract."
  • 5. Secretary Report Approval of Past Minutes Allen Goodman
  • 6. Treasurer Report David Shaffer
  • 7. President's Report David Reese
  • 8. Travel Rounds to Region 3 year Comparison Chart was not exported from SlideRocket
  • 9. Golf Rounds Played Report Chart was not exported from SlideRocket
  • 10. YTD Golf Rounds Played - 2013 Chart was not exported from SlideRocket
  • 11. April Board Report
  • 12. MEDIA VALUE 20122013
  • 13. 2013 Day at THE PLAYERS
  • 14. Guest Speaker: Jon Last President, Sports & Leisure Research Group Day at THE PLAYERS
  • 15. 2012-13 Membership Visit Florida's Golf Publication 2013-14 Membership Overview Courses (25) Bent Creek Golf Course Champions Club at Julington Creek Cimarrone Golf Club Dye's Valley Course Eagle Harbor Golf Club Fernandina Beach Golf Club Golf Club of North Hampton Golf Club of South Hampton Hammock Beach Resort Conservatory Course & Ocean Course LPGA International Hills & Jones Courses King & Bear Ponte Vedra Inn & Club Lagoon & Ocean Course Magnolia Point Golf Club Omni Amelia Island Plantation Oak Marsh & Ocean Links Palencia Club Palm Harbor Golf Club PLAYERS Stadium Course St John's Golf & Country Club Slammer & Squire Windsor Park Golf Club
  • 16. May Golf Month at I-95 Yulee Welcome Center
  • 17. Digital Marketing Campaign Double-click to enter title Mya Surrency
  • 18. Media Performance Reports Golf.com Recap Two Dedicated Home Page Take Overs April 17 May 17 & 18 851,428 Impressions 779 Total Clicks .16% Average Click Through Rate In comparison to monthly campaigns, the campaign performed virtually the same in terms of impressions, clicks and CTR
  • 19. Double-click to enter title
  • 20. Media Performance Reports Evaluating each media outlet independently for fiscal year Looking at each ad units performance Providing conclusions to team so they know what media performed best Using data to shape media buys for next fiscal year Golf.com Report Showed: iPad performance was far greater than desktop in terms of clicks and CTR .24% vs .11% Newsletter banners outperformed site banners .34% CTR
  • 21. Family Friendly link on Florida's First Coast of Golf's website
  • 22. Website Performance 4,271 visits to the website last month Spike in middle is from Golf.com Homepage Takeovers Spike at beginning and end of month are from weekly newsletters
  • 23. Website Performance Since beginning of fiscal year - 31,731 visitors |79.41% | |New Visitors| |9.48% | |Increase over Last Fiscal Year | |21.16% | |Increase in Page Views over Last Fiscal Year|
  • 24. Website Performance Top Content by Page Since October 1 Packages Courses Specials Itinerary Courses on Tee Times Page Lodging Seasonal Specials
  • 25. Website Performance 25.46% of users viewed site on Mobile Device since October 2012 70% on iPad 25% on iPhone Remaining on Android devices
  • 26. Family Widget on Site
  • 27. Email Marketing Performance Established Email Policy Moved to Weekly Emails Refreshed Email Design FFCG Team Working on List Structure
  • 28. Email Marketing Performance Since moving to weekly distribution, we are seeing improvements in the: Bounce rate Decreased from 1,036 per deployment to 199 last week Open rate varies from 6.72% to 9.85% Lowest open rate was weekend before Memorial Day Click through rate varies from 7.45% to 10.02%
  • 29. Facebook Update Double-click to enter title 3,468 Total Likes 323 People Talking About Us 1.2K Average Reach 118,500 Monthly Impressions 78% Male 9% Engagement
  • 30. WQAM- AM Miami Ultimate Football and Golf Getaway JAGUARS VS MIAMI AUGUST 9, 2013
  • 31. Hammock Beach Resort's Stay-Cation Radio Promotion Number 1 rated sports radio show in Northeast FL Program Dates - 4 months - August 15 through November 15 Program Assets - 8 to 9 - 30 second spots weekly to total 136 Real Time booking of a HBR special stay & play package hosted on 1010XL site. Register to win stay & play component hosted on
  • 32. Father's Day Radio Promotion May 28 - June 14, 2013 Cincinnati, Ohio 103.5 FM Classic Hits Five vacation packages for two including two nights' accommodations, one dinner and a round of golf for two |Courtyard by Marriott - I 295 East Beltway| |Windsor Parke Golf Club| |Courtyard by Marriott - Orange Park|
  • 33. Only in Jax - TRIVA Contest on Facebook July 8 - 29th Visit Jacksonville Facebook Contest Doubleclick to enter title
  • 34. Dad's A Golf Star - Results Cincinnati, Ohio 103.5 FM Classic Hits 121 recorded promos 71 live liners 191 streaming recorded promos 15 live promotional giveaway lines 30 social media post(Facebook/Twitter) 2 email blasts logo & image on WGRR.com logo inclusion on digital homepage banner Total Media Value: $222,550 Impressions: 1,055,259
  • 35. Sunshine Double-click to enter title Golfer |Target:| |Amenity Golfers| |Circulation:| |100K - Visit Florida Welcome Centers | | |
  • 36. Global Golf Post May 6, 2013 Issue
  • 37. WJNK-FM Double-click to enter title Chicago " My brother and I had a blast on our trip and it is definitely one we will never forget and I STILL talk about it. It was a prize of a lifetime that's for sure!" Stefanie Offerman Joliet, Illinois
  • 38. Voting Agenda 1. Approval to execute the option to renew Tee Times USA’s appointment as Florida's First Coast of Golf's designated call/booking center. The contract would begin October 1, 2013 and end September 30,2013. Staff recommends approval. Top Line Points: |• Cooperative and adapts to change quickly| |• Build out of Hall of Fame, Jaguar and PLAYERS functions| |• Timely responses to all requests (price point and specials)| |• Fundamentally sound - No payment complaints, maintains FFCG |
  • 39. Open Discussion Tourist Board/VISIT FLORIDA Updates Trends/How's Business Close