Submitted by Suanne Z. Thamm
Reporter – News Analyst
August 13, 2018 – 11:15 a.m.
Tourism is Nassau County’s largest job creator and a leading driver of its economy.Gil Langley, President and CEO of the Amelia Island Convention and Visitors Bureau (AICVB), provided Fernandina Beach City Commissioners (FBCC) with an overview of the mission, goals and accomplishments of the Amelia Island Tourist Development Council at the FBCC’s August 7, 2018 Regular Meeting.
The AICVB is the organization that implements programs on behalf of the Tourist Development Council (TDC), a Nassau County-appointed board consisting of elected officials and business representatives. Current Board Members include:
- Danny Leeper (Chairman), Nassau County BOCC, Term: 2017-2020
- David Caples, Term: 2017-2020
- Bob Hartman, Residence Inn Amelia Island, Term: 2017-2020
- Jim McManemon, The Ritz-Carlton, Amelia Island, Term: 2018-2021
- George Sheffield, President, The Palace Saloon, Term: 2015-2018
- Donald Stamets, Omni Amelia Island Plantation, Term: 2015-2018
- Barbara Halverstadt, Jacksonville Aviation Authority, Term: 2016-2019
- Chip Ross, City of Fernandina Beach, Term: 2018-2021
- Roy Smith, City of Fernandina Beach, Term: 2018-2021
- Ex-Officio, Jack Healan
Via a 26-slide presentation (some of which are provided in this article), Langley explained the TDC’s income and expenditures, the profile of the average visitor, and results of visitor satisfaction surveys. He also explained the TDC’s contributions toward Amelia Island beach renourishment. Several slides highlighted the legal framework under which the TDC operates.
Data presented showed that expenditures on marketing via a wide variety of methods including TV spots, social media and print advertising has been consistently successful in increasing Amelia Island/Fernandina Beach visitation.
Many TDC promotional videos are available on YouTube. Here are just a couple: https://www.youtube.com/watch?v=kvmcjULVjRo; https://www.youtube.com/watch?v=mu2cjVKU2Ds.
Over the years, the TDC has continued to profile Amelia Island visitors and report on their satisfaction with their stay.
As the slide below shows, visitors enjoyed our beaches (77.2 percent). But they enjoyed even more dining out (81 percent) and Fernandina Beach’s historic downtown (80.8 percent).
The TDC has been a key player in local beach renourishment efforts, a factor sometimes overlooked by local residents and even some elected officials. Out of the bed tax, which is paid by those visitors who stay overnight on the island, the TDC paid local cost shares for both county and sometimes city prior to the implementation of the Sand Tax. The TDC has also been instrumental in funding county and city contracts for beach maintenance.
The TDC continues to set ambitious goals to improve the local quality of life with income from tourism as well as elevating the quality of the tourist experience. New programs, such as Dickens on Centre and Restaurant Week, have been developed and implemented over recent years to bring in more visitors during slower periods of the year. Other activities supported by the TDC include the Shrimp Festival, Amelia Island Concours, Chamber Music Festival, and the international Petanque Festival. Additionally, the TDC has ensured that one of the teams playing in the annual Gator Bowl stays on Amelia Island.
Over the past five years, the TDC has invested in capital improvements as well to the tune of $1.2M, to include restoring the historic train depot, which serves as the AICVB Welcome Center, as well as improvements at Main Beach. They have also funded the holiday lighting downtown and provided assistance to the Amelia Island Museum of History.
Not content to rest on their laurels, the TDC continues to strive toward meeting even higher goals this year.
TDC Background (from www.AmeliaIslandTDC.com)
Created by the Nassau County Board of County Commissioners in 1988, the Amelia Island Tourist Development Council (AITDC) oversees the development and marketing of Amelia Island as a world-class tourism destination. As provided by Florida law, the AITDC is responsible for the expenditure of revenues received from the levy and imposition of the tourism development tax.
The goals of the AITDC are to generate visitation to Amelia Island and its attractions/special events, thereby increasing tax revenues, including sales taxes and those imposed on the hospitality industry. In turn, those tax revenues may be used to improve the quality of life for the citizens of the community, provide support for beach renourishment, and ensure a viable hospitality industry.
Programs are funded by a 5% tourist tax on short-term accommodations. Over 75% of that revenue is dedicated to advertising and promoting Amelia Island using a variety of channels.
Gil and his staff do a great job in promoting Amelia Island and Fernandina Beach. While some might wish them to not be as successful in the future, their goals indicate they will keep the engine running hard. Best wishes.
Each one of these individuals has done a good job. In order to continue this success, the island must be a desirable place to visit. Protect our trees, (and beaches) the things tourists mention as being special about Amelia Island. Without the trees we become just like Daytona or Jacksonville Beach. Don’t kill the goose that laid the golden egg.
I totally agree with Lyn. These are so things that attract residents. It is a delicate balance. Too many tourists can also be a negative for both tourists and residents