Media Release
January 17, 2017 1:00 a.m.
Research Shows Highest Taxable Lodging Sales, Increased Weekend Occupancy
The Amelia Island Tourist Development Council (TDC) has reported a new record high in taxable lodging sales from its accommodation partners for the month of November 2016. The $7.9 million figure is nearly 10 percent (9.6%) higher than the same period in 2015, making it the best November performance on record. The TDC also reported significant increases in occupancy during two of the island’s December events. Weekend occupancy for the second annual Dickens on Centre increased nearly 12 percent (from 66.3% to 77.9%), and more than 25 percent for the TaxSlayer Bowl weekend (from 58.6% to 83.8%) compared to the previous year. The TDC will share its final 2016 performance metrics and results related to visitation, tourism and the economy when available.
“These numbers are encouraging and a welcome rebound following Hurricane Matthew in October,” said Gil Langley, president and CEO of the Amelia Island Convention & Visitors Bureau. “The record November is a result of the relentless efforts of our island’s hospitality industry to make sure visitors knew that Amelia Island was open for business following Matthew.”
“For December, and as the occupancy rates demonstrate, our special events are becoming more popular and are an important draw for visitors during the off-season.”
The TDC changed the format of Dickens on Centre, which took place Dec. 8-11, 2016, promoting it as the centerpiece of the island’s numerous holiday celebrations. In addition to the higher occupancy, research shows the event had an estimated economic impact of more than $2.7 million – nearly twice that of last year’s inaugural event – generated by out-of-county visitors. According to Langley, visitor satisfaction for the event topped 95 percent, with a large majority of visitors expressing plans to return.
The TaxSlayer Bowl was held Dec. 31, 2016 at EverBank Field in Jacksonville, Florida, and is one of several collegiate athletic events the TDC uses to attract visiting fans to stay on Amelia Island during their trip. Critical to success is a long-term agreement with the TaxSlayer Bowl to house one of the teams on Amelia Island during the event. With participation from various island tourism partners, the TDC promotes discounted specials and packages, as well as a chance to win a trip for two to the game.
Langley said he expects 2016 to show growth despite two hurricanes and media coverage of the Zika virus in Florida.
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About Amelia Island
Northeast Florida’s coastal treasure, Amelia Island is a barrier island rich in colorful history and breath-taking natural beauty. Amelia Island offers long, beautiful beaches, abundant wildlife, and pristine waters. Upscale resorts with world-class spas, championship golf and exclusive dining blend effortlessly with a captivating collection of bed and breakfast inns and historic districts. The island is home to Fernandina Beach, once a vibrant Victorian seaport village, and now a charming downtown district of eclectic shops, attractions and eateries. Forget the everyday getaway; come make memories on Amelia Island. For visitor information and online planning, visit www.ameliaisland.com.
Having the Ga Tech Yellow Jackets as one of the bowl teams had to be a big benefit as well. I am sure many of those first time visitors left the Island with a great experience with plans to return. Congrats to the TDC for the continued implementation of a strong visitor information and experience strategy.