This document summarizes the minutes from a board meeting of Florida's First Coast of Golf. Key points include: - New board members and outgoing members for 2013-2014 are listed. - The agenda includes an antitrust statement, approval of past minutes, reports from the treasurer and president, and discussions of marketing campaigns and membership. - Digital marketing and website analytics show growth in visitation and engagement. Social media and email campaigns are also discussed. - Upcoming golf shows and partnerships are mentioned to promote the region. - Media value and rounds played for 2013 are highlighted.

1. Florida's First Coast of Golf
Board of Directors Meeting
January 16, 2014

2. 2013 - 2014
Incoming / Outgoing Board
Members
Incoming
Jeffrey Oliasami - General Manager, Renaissance World Golf Village Resort
Chris Cygan - General Manager, Bent Creek Golf Club & Casper Golf
Regional Manager
Rich Stanfield - General Manager, Palm Harbor Golf Club
Matthew Dunn - VP of Tourism Development, Flagler County Chamber of
Commerce & Affiliates
Outgoing
Georgia Turner - VP of Tourism Development, Flagler County Chamber of
Commerce & Affiliates
David Mariotti - General Manager, Ponte Vedra Lodge & Club
Troy Albers - General Manager, Magnolia Point Golf & Country Club
Brad Hauer - Director of Golf, Hammock Beach Resort

3. Board of Directors Meeting
Agenda
January 16, 2014 Renaissance Resort
|10:00 – 11:15 AM|
|I.|
|Open Meeting/Anti-trust statement|
|
Zimmer|
|II.|
|Past Minutes (yellow)|
|
Shaffer|

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

5. Secretary Report
Approval of Past Minutes
David Shaffer
General Manager, Palencia Club

6. Treasurer Report
Treasurer Report
Jeffrey Oliasami
General Manager, Renaissance World Golf Village
Resort

7. President's Report
David Reese
President, Florida's First Coast of Golf

8. Florida's First Coast of Golf
2012-13 Website Awards
2012 - Adrian Award
2013 Flagler Awards
Winner

9. International
Double-click
Business
to enter title
Colombian Group
32 room nights, 16 golfers at 6 different courses
German Pro Group
10 golfers for 3 nights
Western Canadian Pro-Am Golf Tournament
663 room nights, 704 golf rounds
Numerous quote requests as a result of IGTM
North American IAGTO convention in Charleston June 2014
FAM possibility

10. MET GOLFER
November/December 2013 - 4 Pages of edit - 92K
circulation

11. Virginia Golfer
November - December 2013

12. Golf Magazine January
GOLF Magazine January
Golf Magazine - January
2014
2014
2014

13. GOLF MAGAZINE - FEBRUARY 2014

14. Digital Marketing Report
2012-2013 - 4th Quarter Overview
Website
Search Engine Optimization
Campaigns
Social Media
Email
Big Break Florida

15. FY 2013-2014 Digital Marketing
Preparation
Updated the advertising campaign look and feel
Updated our processes for reporting
Organizing our co-op digital marketing campaigns
Ready for launch October 1, Continuing the focus of
Most Coastal Golf in the Southeast
Home of the World Golf Hall of Fame
Home of THE PLAYERS
THE Place to Learn and Improve your game
Unique/Local dining

16. Website Overview
7.83% Increase in Visitation
Compared to 4th Quarter 2012
14,186 Visitors
9.53% Increase in Unique Visitors
Geographic Origin
3,302 FL visitors, 1,349 VA visitors, 811 NY
visitors, 732 WI visitors & 589 GA
796 Canadian visitors
182 UK visitors

17. Website Overview
SEO Overview
2,897 Organic visitors
Florida golf packages top keyword
Weekly blog featuring Foster's Fairways series,
Steak, Stogies & Stout series & golf news topics
Added Demographics to Analytics
24.85% 55-64, 23.08% 45-54, 19.29% 65+
66.6% male / 33.4% female
Affinity categories - News Junkies, Sports Fans,
Travel Buffs, TV Lovers, Movie Lovers

18. Campaign Overview (Oct-Nov)
Golf.com
650,264 impressions, 1,039 clicks, .07% CTR
GolfStyles
250,000 impressions, 3% unique views, 114 landing page
views
GolfWeek
773,806 impressions, 740 clicks, .3% CTR
Met Golfer
28,967 impressions, 17,033 unique impressions
Virginia Golfer
57,030 impressions, 22.1% Opens, 7% CTR
2nd leading state in Google Analytics

19. Campaign Overview
Re-Targeting
548,120 impressions, 361 clicks, .0659% CTR
Top sites:
Glammedia, LA Times, Travel Vacation Holiday, World Wide
Golfer, Travel Bug Lounge, Golfing Addiction, Travel Big,
Vacation Booking Guide
Ad Words Campaign
126,586 impressions, 1,243 clicks, .98% CTR, $1.76 CPC
Geographic targeting fluctuates based on season

20. Social Media Overview
Facebook
1,400 new fans
269,000 impressions
75% male - 35-54 largest age segment
6,893 total likes
9% Engagement Level - 53K Reach - 857 Average Post
Friday best day for sharing

21. Email Overview
Email Campaign
Weekly emails
December deviated with one email for new e-Visitor Guide
and one for Survey
Survey 309 entries
7.13% Average Open Rate
7.44% Average Click Through Rate

22. 2013-2014 Vacation Brochure
Florida's First Coast of Golf

23. December 19, 2014
Weekly Email
Customer Survey

24. In the next 18 months are you planning a golf vacation?
|Yes|
|64 %|
|No|
|20 %|
|Not sure|
|16 %|
If you are planning a golf vacation in the next 18 months, where to?
|Northeast Florida|
|25 %|
|Myrtle Beach|
|16 %|
|Orlando|

25. Survey Question
How do you typically purchase your golf vacatio
RESULTS
More than 1 source could be chosen
110 Hotel Direct
107 Courses Direct
99 Golf Packages
91 Travel Website
59 Tee Time Website
Indicating 1 source - 63.6%
26.6% Golf Packager
22.1% Travel Website
21.0% Course Direct
20.5% Hotel Direct
9.2% Tee Time Website
Indicating 2 source - 26.5%
Indicating 3 source - 9.1%
Indicating 4 or 5 sources - 0.16%

26. Florida's First Coast of Golf Survey
Results
Results from 33 states & 2
providences
|Top Responders|
|Florida|
|New York|
|Minnesota|
|Ontario|
|Georgia|

27. Florida’s First Coast of Golf
SocialDatabase Marketing Campaign
2014 Email Media Overview
Leverage the Florida's First Coast of Golf's Email Database for Your Marketing Campaign
Partnering with FFCG is one of the easiest and most cost effective ways to get in touch with
consumers that have an interest in travelling to Northeast Florida.
The December 2013 Email Database Survey found:
64% of the email database intends to take a golf vacation in the next 18 months.
25% of the email database plan to take a golf vacation to Northeast Florida.
44% of the email database had visited the Northeast region in the past.
Program Details:
Only 4 slots, (per month), will be available for the months of February, March, April, and May.
The Email Database Marketing Campaign will be presented by Florida’s First Coast of Golf and
Sponsored by the participating partners. The email blast will be sent to an estimated 50,000
opt-in email addresses. Ten (10) days following the initial launch, an analytic report tracking the
success of the email campaign will be sent to you for review and follow-up.
Total Program Investment:
$715 per monthly email, all 4 months $2,500.

28. 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

29. 2013-14 Membership
2012-13 Membership
Visit Florida's Golf Publication
Overview
Resorts/Hotels (18)
Amelia Hotel at the Beach
Comfort Suites - WGV
Courtyard by Marriott - I295 East Beltway
Courtyard by Marriott - Oceanfront
Courtyard by Marriott - Orange Park
Courtyard by Marriott - St Augustine
Crowne Plaza - Jacksonville Riverfront
Fairfield Inn & Suites - St Augustine
Hammock Beach Resort
Hampton Inn & Suites - Amelia Island
Omni Amelia Island Plantation
One Ocean Resort
Ponte Vedra Inn & Club
Radisson Hotel - Jacksonville Butler Blvd
Renaissance World Golf Village Resort
The Residences at World Golf Village
The Ritz - Carlton, Amelia Island
Sawgrass Marriott Resort & Spa

30. 2013-14 Membership
2012-13 Membership
Visit Florida's Golf Publication
Overview
Golf Academies (3)
Mary Hafeman Golf
Experience
Golf Made Simple
PGA TOUR Golf Academy
(introduce next slide)

31. FFCG's winter intern, Elena Davis, received an A
grade
for her website video content. Below is an
example
Video was not exported from SlideRocket

32. 2014 PLAY FLORIDA Golf Show Schedule
Florida's Offical Golf Marketing Program
JANUARY
|17 – 19|
|Somerset, NJ|
|20,000 Avid Golfers|
|25 – 26 |
|Indianapolis, IN|
|15,000 Avid Golfers|
|31 – Feb 2|
|DC/Northern VA|
|15,000 Avid Golfers|
FEBRUARY
|7 - 9|
|Philadelphia, PA|
|21,000 Avid Golfers|

33. 2013 Jacksonville Jaguar
Promotion
|Visiting Team |
|- Promotion Region|
|
Media Value|
|Impressions |
|Miami|
|
WQAM - Miami|
|
$109,050.00|
| 576,600|

34. Travel Rounds to Region 3 year
Comparison
Chart was not exported from SlideRocket

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

36. December Board Report
November 2013 Board
Report

37. Media Value FY 2013-2014
Total Media Value $769,815 8,130,645

38. COVER
GOLFSTYLES
FALL 2013
PONTE VEDRA INN &
CLUB
LAGOON COURSE
|Print Circulation|
|150,000K|
|Digital Audience|
|236,000K|
Audience: Philadelphia-DC-New Jersey-Ohio
Digital also includes: Atlanta-Carolinas-New England

39. GolfStyles Fall
2013

40. Open Discussion
Tourist Board/VISIT FLORIDA Updates
Trends/How's Business
Close