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CVB reports strong winter performance, launches brand assessment amid possible TDT referendum bill
Summary
The Island Convention & Visitors Bureau reported that average daily rate and occupancy are tracking ahead of last year and that recent PR and targeted marketing produced substantial returns, while staff also flagged a state bill that could require periodic referenda on tourist development tax.
The Island Convention & Visitors Bureau (CVB) reported overall strong performance for the current fiscal year and outlined marketing and public relations activity during the Nassau County Amelia Island Tourist Development Council meeting.
Paul Bernas, vice president of the bureau, said average daily rate and occupancy are "tracking well" compared with last year and that collections showed strong increases in recent months. He cautioned the council about headwinds — including consumer confidence, a partial Canadian boycott and broader market uncertainty — but said forward booking pace and recent marketing actions show positive returns.
Bernas said a modest marketing investment in targeted windows produced a 10:1 return and about 1,700 room nights from an approximately $50,000 investment. He reported collection increases in recent months and said March performance had been "exceptionally strong." The CVB is monitoring flight markets and noted incremental flights from Canada beginning May 22.
Madison Joseph, PR and social media manager, summarized recent earned and paid media work. She said a midwest media push generated television and digital placements and that a multi‑platform campaign including an iHeartMedia host produced extended on‑air coverage. Joseph reported the group attracted roughly 5.4 million impressions, more than 350,000 views and 1,200 engagements from targeted media outreach and promoted restaurant week, meetings assets and other campaigns.
Staff also briefed the council on an upcoming brand assessment process. Bernas said the bureau and its agency will conduct a two‑ to three‑month assessment to define destination messaging and "brand DNA," with an initial facilitated session scheduled for the following week and an annual marketing meeting planned for Aug. 1 to share results.
Council members noted recent advocacy work in Tallahassee. Staff reported that House Bill 12221 and companion Senate Bill 1664 — bills described at the meeting as proposals to require a public referendum on the tourist development tax (TDT) every eight years, with an exception for TDT revenues pledged to municipal bonds — are being monitored by Destination Florida and the CVB. Staff described the bills as a significant legislative matter under review but did not report a formal council position.
The presentation included event recaps (notably the Hagerty Concours, with staff citing attendee and volunteer counts) and plans to convene event organizers with lodging partners ahead of National Travel and Tourism Week. Staff said they will return with marketing research and a brand plan in coming months.
