Florida's First Coast of Golf
Board of Directors Meeting
June 13, 2013
Bookmark for Sept. 19 meeting
Patti - when working on the board deck....
from the audio library add the sound bite of "Pro...
Board of Directors Meeting
Agenda
June 13, 2013 Ballroom G Meeting Room
|10:00 – 11:15 AM|

|I.|
|Open Meeting/Anti-trust ...
Introductions
Welcome New Board Members
Jim Hahn - General Manager, Honours Golf

Jack Peter- COO, World Golf Hall of Fame...
Antitrust & Conflict of Interest
Statements
|

Antitrust Statement|

The purpose of this meeting today is to act upon matt...
Secretary Report
Approval of Past Minutes

Allen Goodman
Treasurer Report

David Shaffer
President's Report
David Reese
Travel Rounds to Region 3 year
Comparison

Chart was not exported from SlideRocket
Golf Rounds Played
Report

Chart was not exported from SlideRocket
YTD Golf Rounds Played - 2013

Chart was not exported from SlideRocket
April Board
Report
MEDIA VALUE 20122013
2013 Day at THE
PLAYERS
Guest Speaker: Jon Last
President, Sports & Leisure Research Group
Day at THE PLAYERS
WQAM- AM Miami
Ultimate Football and Golf Getaway

JAGUARS VS MIAMI AUGUST 9,
2013
2012-13 Membership
Visit Florida's Golf Publication
2013-14 Membership

Overview
Courses (25)
Bent Creek Golf Course
Champ...
May Golf Month at I-95 Yulee
Welcome Center
Digital Marketing Campaign
Double-click to enter title
Mya Surrency
Media Performance Reports
Golf.com Recap
Two Dedicated Home Page Take Overs
April 17
May 17 & 18
851,428 Impressions
779 T...
Double-click to enter title
Media Performance Reports
Evaluating each media outlet independently for fiscal year
Looking at each ad units performance
...
Family Friendly link on
Florida's First Coast of Golf's website
Website Performance
4,271 visits to the website last month
Spike in middle is from Golf.com Homepage Takeovers
Spike at be...
Website Performance
Since beginning of fiscal year - 31,731 visitors
|79.41% |
|New Visitors|

|9.48% |
|Increase over Las...
Website Performance
Top Content by Page Since October 1
Packages
Courses
Specials
Itinerary
Courses on Tee Times Page
Lodg...
Website Performance
25.46% of users viewed site on Mobile Device since October 2012
70% on iPad
25% on iPhone
Remaining on...
Family Widget on Site
Email Marketing Performance
Established Email Policy
Moved to Weekly Emails
Refreshed Email Design
FFCG Team Working on Li...
Email Marketing Performance
Since moving to weekly distribution, we are seeing improvements in
the:
Bounce rate
Decreased ...
Facebook Update
Double-click to enter title
3,468 Total Likes
323 People Talking About Us
1.2K Average Reach
118,500 Month...
Father's Day Radio Promotion
May 28 - June 14, 2013
Cincinnati, Ohio 103.5 FM Classic
Hits

Five vacation packages for two...
Dad's A Golf Star - Results
Cincinnati, Ohio 103.5 FM Classic
Hits
121 recorded promos
71 live liners
191 streaming record...
Sunshine
Double-click to enter title
Golfer
|Target:|
|Amenity Golfers|

|Circulation:|
|100K - Visit Florida Welcome Cent...
Global Golf Post
May 6, 2013 Issue
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 ne...
Voting Agenda

1. Approval to execute the option to renew Tee Times USA’s
appointment as Florida's First Coast of Golf's d...
Open Discussion
Tourist Board/VISIT FLORIDA Updates
Trends/How's Business
Close
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  1. 1. Florida's First Coast of Golf Board of Directors Meeting June 13, 2013
  2. 2. Bookmark for Sept. 19 meeting Patti - when working on the board deck.... from the audio library add the sound bite of "Promo..... Jax+VS+Miami and drop in for overview of Jag promotion
  3. 3. Board of Directors Meeting Agenda June 13, 2013 Ballroom G Meeting Room |10:00 – 11:15 AM| |I.| |Open Meeting/Anti-trust statement| | Truhlar| |II.| |Past Minutes (yellow)| | Goodman|
  4. 4. 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 | | |
  5. 5. 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."
  6. 6. Secretary Report Approval of Past Minutes Allen Goodman
  7. 7. Treasurer Report David Shaffer
  8. 8. President's Report David Reese
  9. 9. Travel Rounds to Region 3 year Comparison Chart was not exported from SlideRocket
  10. 10. Golf Rounds Played Report Chart was not exported from SlideRocket
  11. 11. YTD Golf Rounds Played - 2013 Chart was not exported from SlideRocket
  12. 12. April Board Report
  13. 13. MEDIA VALUE 20122013
  14. 14. 2013 Day at THE PLAYERS
  15. 15. Guest Speaker: Jon Last President, Sports & Leisure Research Group Day at THE PLAYERS
  16. 16. WQAM- AM Miami Ultimate Football and Golf Getaway JAGUARS VS MIAMI AUGUST 9, 2013
  17. 17. 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
  18. 18. May Golf Month at I-95 Yulee Welcome Center
  19. 19. Digital Marketing Campaign Double-click to enter title Mya Surrency
  20. 20. 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
  21. 21. Double-click to enter title
  22. 22. 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
  23. 23. Family Friendly link on Florida's First Coast of Golf's website
  24. 24. 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
  25. 25. 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|
  26. 26. Website Performance Top Content by Page Since October 1 Packages Courses Specials Itinerary Courses on Tee Times Page Lodging Seasonal Specials
  27. 27. Website Performance 25.46% of users viewed site on Mobile Device since October 2012 70% on iPad 25% on iPhone Remaining on Android devices
  28. 28. Family Widget on Site
  29. 29. Email Marketing Performance Established Email Policy Moved to Weekly Emails Refreshed Email Design FFCG Team Working on List Structure
  30. 30. 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%
  31. 31. 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
  32. 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 - I295 East Beltway| |Windsor Parke Golf Club| |Courtyard by Marriott - Orange Park|
  33. 33. 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
  34. 34. Sunshine Double-click to enter title Golfer |Target:| |Amenity Golfers| |Circulation:| |100K - Visit Florida Welcome Centers | | |
  35. 35. Global Golf Post May 6, 2013 Issue
  36. 36. 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
  37. 37. 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 |
  38. 38. Open Discussion Tourist Board/VISIT FLORIDA Updates Trends/How's Business Close

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