Tourism Promotion Performance StandardsThese are the opening clauses from the Town's contract with the Chamber of Commerce: WHEREAS, accommodations tax is a state and local tax that is levied on the lodging industry and South Carolina Code Section 6-4-10(3) requires thirty percent of the state received accommodation tax be awarded to a nonprofit corporation and allocated to a special fund used only for advertising and promotion of tourism to develop and increase tourist attendance through the generation of publicity ("Promotional Fund")... WHEREAS, the Town has determined that entering into a contract with certain non-profit corporations which receive tax funding is in the best interest of the Town so these non-profit corporations will satisfy certain compliance and operating standards. WHEREAS, the Chamber believes that entering into a contract with the Town is in the best interest of its members and will provide for improved long-term planning.The metrics for the performance indicators are from the Chamber's 2017 DESTINATION MARKETING ORGANIZATION INDUSTRY METRICS ANNUAL REPORT, which is available at http://www.thinkhiltonheadisland.org/article-details?hhaid=726 Town of Hilton HeadHH_9ae2b5e0-afed-11e8-9d20-e3585fbabdf6Stephen G. RileyTown ManagerPerformerHilton Head Town CouncilPerformance ReviewIf the Town Council determines that the Chamber has underperformed, it shall retain an industry recognized expert that has been recommended by DMAI ("Expert") to confirm its determination and to recommend strategies and policies to cure the deficiencies which have created the underperformance [the "Cure Plan"). In such an event, the Chamber shall cooperate with the Town Council and the Expert to implement the Cure Plan, If, after one year from the date of the delivery of the Cure PIan, the Town Council, after consultation with the Expert, determines the implementation of the Cure Plan has not occurred, the Town Council shall have the right to terminate this Contract by written notice, said termination to be effective sixty (60) days after said notice is given.PerformerHilton Head - Bluffton Chamber of CommerceHHBCC_9ae2b7f2-afed-11e8-9d20-e3585fbabdf6Destination Marketing Association InternationalDMO Standard, The Chamber and the Town agree that Destination Marketing Association International ("DMAI") is the industry leader in setting standards and accreditations with regard to destination marketing organizations. AccreditationThe Chamber agrees that it shall adopt policies and procedures and operate in a manner which satisfies the applicable standards set forth by DMAI under their categories of governance, finance, human resources, technology, marketing, visitor services, group services, sales, communications, membership, management and facilities, brand management, destination development, research and marketing intelligence, innovation, and stakeholder relationships with the goal of receiving accreditation by DMAL The Chamber shall maintain accreditation with DMALPerformerUnited State Chamber of CommerceAccreditationOrganizational Standard. The United State Chamber of Commerce provides criteria to receive accreditation by a local chamber of commerce. The Chamber shall maintain the four star accreditation by the United States Chamber of Commerce.PerformerHilton Head Finance and Administration CommitteeReportingDMO's Industry Metrics. The Chamber shall provide the Finance and Administration committee of the Town ("Committee") with certain tourism metrics and/or reports ... It is understood and acknowledged that such metrics and/or reports may change from time to time based upon best practices, available funding and the goals set forth in the MP. The Committee shall review the data provided under this Section and evaluate the performance of the DMO. The evaluation shall consider the above metrics and reports, collectively, and shall be compared with peers and other factors that affect the tourism industry such as the state of the economy, weather, condition of the lodging properties, etc. The Committee shall report a summary of its evaluation to the Town Council.BeneficiaryPerformerWilliam G. MilesPresident & CEOPerformerIncreased tourist attendance_9ae2b8f6-afed-11e8-9d20-e3585fbabdf6To advertise and promote tourism on Hilton Head Island_9ae2b9a0-afed-11e8-9d20-e3585fbabdf6TourismPromotionAccountabilityPromotionManage and direct the expenditure of the Promotional Fund._9ae2ce86-afed-11e8-9d20-e3585fbabdf61[To be named]ReviewerPerformerPromotional Fund. The Chamber shall manage and direct the expenditure of the Promotional Fund. In addition, the Chamber shall be eligible to apply for annual supplemental grants from the accommodation tax pool and from the emergency reserve fund established by the Town. All public funds received by the Chamber shall be subject to the auditing and reporting requirements of this Contract._9ae2cf9e-afed-11e8-9d20-e3585fbabdf6[To be named][To be named]_9ae2d0a2-afed-11e8-9d20-e3585fbabdf6_9ae2d25a-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user][To be described][To be determined]AuditsProvide independent auditors' reports to the Town each year._3602f1a4-b186-11e8-8575-b61e60babdf62AuditorAuditingPerformerThe Chamber agrees to provide an independent auditor's report to the Town on an annual basis with regard to each of its fiscal years (July 1st to June 30th). The audit shall be delivered to the Town by November 15th after the applicable fiscal year end._3602f672-b186-11e8-8575-b61e60babdf6[To be named][To be named]Audit ReportDelivery_9ae2d0a2-afed-11e8-9d20-e3585fbabdf6_9ae2d25a-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user][To be described]2018-11-15[To be determined]2018-11-15DMO ReportDeliver to the Town a schedule of revenues and expenses for each fiscal year._3602f762-b186-11e8-8575-b61e60babdf63[To be named]ReviewerPerformerIn addition to the audit, the Chamber shall also produce and deliver to the Town a schedule of revenues and expenses for each fiscal year (the "Report") for the destination marketing organization division of the Chamber ("DMO"). The DMO revenue shall include all accommodation tax revenue received from the Town and/or the State of South Carolina. _3602f834-b186-11e8-8575-b61e60babdf6[To be named][To be named]DMO ReportDelivery_9ae2d0a2-afed-11e8-9d20-e3585fbabdf6_9ae2d25a-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user][To be described][To be determined]Performance MetricsProvide tourism metrics and/or reports_9ae2baf4-afed-11e8-9d20-e3585fbabdf64Hilton Head - Bluffton Chamber of CommerceReporterPerformerHilton Head Finance and Administration CommitteeReviewerPerformer_9ae2bb94-afed-11e8-9d20-e3585fbabdf6[To be named][To be named]Revenue Per RoomDollars_9ae2bc3e-afed-11e8-9d20-e3585fbabdf6_9ae2bce8-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31Down 2.6% | Nationwide = up +3.0% | Competitor Set: Charleston = up +4.4% & Savannah = up +1.6%1212017-01-012017-12-31(a) revenue per available room -- Key performance indicators (KPI) to measure operating performance for the hospitality industry include Revenue Per Available Room (RevPAR), Occupancy Rate (OCC) and Average Daily Rate (ADR). In order to achieve the most accurate performance indication, these benchmarks should be analyzed together. Revenue Per Available Room, Occupancy Rates & Average Daily Rate Revenue Per Available Room, (RevPAR), is used to gauge industry health and is calculated by dividing the total room revenue by total room supply within a specific time period... It is important to note that for a second year in a row, Hilton Head Island experienced a weather event in the Q3 and Q4 time frame. Tropical Storm Irma caused minor damage to the island and did not bring the same level of crews that Hurricane Matthew did. There was a four day mandatory evacuation on the island due to the slow moving nature of the storm. Because of this, business was affected pre and post the evacuation. However, occupancy is still 4% higher than the year 2015, the last year without a weather event. Source: DestiMetrics/Inntopia and 2017 STR Inc. *Weather: Tropical Storm Irma Sept 9th - 12th, 2017Average Daily Rate (ADR)Dollars_035d1326-b251-11e8-b36f-bd595fbabdf6_9ae2bce8-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31Down 2.6% | Nationwide = up +2.1% | Competitor Set: Charleston = up +3.4% & Savannah = up +1.3%2212017-01-012017-12-31Average Daily Rate (ADR) is a metric widely used to indicate the average realized room rental per day. ADR is calculated by dividing the room revenue by the total rooms sold. Occupancy Rate (OCC)Percentage_9ae2bd88-afed-11e8-9d20-e3585fbabdf6_9ae2be32-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31Down 2.6% | Nationwide = up +0.9% | Competitor Set: Charleston = up +1.0% & Savannah = up +0.3%552017-01-012017-12-31(b) occupancy rates -- Occupancy Rate (OCC) is another metric used within the accommodations industry to gauge the health of tourism. Occupancy percentage is calculated by dividing the occupied rooms by total room supply.Visitor SpendingBillion Dollars_9ae2befa-afed-11e8-9d20-e3585fbabdf6_9ae2bfae-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31$1.49 BILLION ECONOMIC IMPACT OF HILTON HEAD ISLAND TOURISM IN 2017 Source: 2017 Economic Impact on Hilton Head Island1.492017-01-012017-12-31(c) visitor spending studies -- This study of the economic and fiscal impact of spending by visitors to Hilton Head Island in the year 2017 was performed by Regional Transactions Concepts, LLC, in association with Dr. John Salazar of the Lowcountry and Resort Islands Tourism Institute (LRITI) at the University of South Carolina Beaufort. The study examines spending by tourists classified into five segments according to their lodging arrangement while visiting the island: villa rental, timeshare, hotel, second homeowners and their non-paying guests, and finally those who visit for the day and do not lodge overnight. The estimated impact from spending by each of these groups is summed in order to indicate the total impact that tourists to the island have on Beaufort County, South Carolina. Tourist Revenue Per Marketing DollarDollars_9ae2c058-afed-11e8-9d20-e3585fbabdf6_9ae2c10c-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31FOR EVERY ATAX DOLLAR INVESTED IN MARKETING $17.08 IS RETURNED TO THE LOCAL ECONOMY IN NET LOCAL GOVERNMENT REVENUE Sources: *2017 Economic Impact on Hilton Head Island **2016 Visitor Profile Study17.082017-01-012017-12-31(d) return on investment for visitor spending per dollar of investment -- The Visitor and Convention Bureau is the destination marketing division of the Hilton Head Island - Bluffton Chamber of Commerce. This division works to increase tourism through its marketing efforts cultivating leisure as well as meeting and group business for southern Beaufort County. The marketing efforts put forth by the Visitor and Convention Bureau are delivered consistently to a well-defined target consumer set that aligns with our visitor research. This proactive and customized approach has lead to a year over year growth in visitation at an estimated 2.74 million* in 2017 and an 81%** repeat rate from our visitors.Tax RevenuesMillion Dollars_9ae2c1c0-afed-11e8-9d20-e3585fbabdf6_9ae2c27e-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2011-06-302012-07-0116.12011-06-302012-07-01 2012-06-302013-07-0117.22012-06-302013-07-01 2013-06-302014-07-01192013-06-302014-07-01 2014-06-302015-07-0120.72014-06-302015-07-01 2015-06-302016-07-0121.92015-06-302016-07-01 2016-06-302017-07-01232016-06-302017-07-01(e) local tax revenues generated by visitorsVisitorsMillion_9ae2c332-afed-11e8-9d20-e3585fbabdf6_9ae2c3f0-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31RECORD NUMBER OF VISITORS IN 2017 Source: DestiMetrics / STR Two Source Report / USCB2.74(f) number of visitors -- Based upon research gathered both locally and nationally, the Chamber is committed to attracting an affluent traveler with a HHI of $150K . Our target visitor skews female (59.2%), aged 25-64 and is married (84%) with kids 18 or older (68%). This traveler has an undergraduate degree or higher (65%) and plans to take two to seven trips per year lasting an average of six nights per trip. Our target key regions include Northeast, Midwest and Southeast markets. Partner Link ReferralsNumber_9ae2c4ae-afed-11e8-9d20-e3585fbabdf6_9ae2c5b2-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-319080002016-01-012016-12-3185% WEBSITE TRAFFIC FROM PAID/ORGANIC SEARCH | 1 Million CONVERSIONS (UP 3% vs previous year) 36.9% CONVERSION RATE | PARTNER LINK / REFERRAL DETAIL 3% INCREASE9330002017-01-012017-12-31(g) number of referrals made to area businesses and number of website hits and click through(s) made to area businesses -- The HiltonHeadIsland.org website is our virtual storefront. The website serves as the window to our destination and plays an integral part in the decision making process. The following metrics are important key indicators of overall brand health and allows insight into visitor behavior. The insight and data taken from this platform allows for us to better serve our partners, anticipate trends, and react to consumer behavior.MailingsNumber_9ae2c670-afed-11e8-9d20-e3585fbabdf6_9ae2c738-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-3196,260 HILTON HEAD ISLAND VACATION PLANNERS AND GOLF ISLAND BROCHURES MAILED96260(h) numbers related to mail fulfillment and other contacts -- The Hilton Head Island Vacation Planner, our comprehensive guide to help the visitor plan and envision their vacation here on Hilton Head Island, is our primary print fulfillment piece. We receive requests for this piece from multiple platforms; online, media and home inquiries. In addition, we also distribute the planner to state and local welcome centers, along with trade shows and promotional events. To cater to our golf specific visitors, we offer our Hilton Head Island, Golf Island Planner. This planner can be requested through the same channels as our Vacation Planner. The production, fulfillment and management of our Vacation Planners is a partnership between Kennickell, our fulfillment and asset inventory partner, Impact Golf and our VCB staff. AwardsListing_9ae2c800-afed-11e8-9d20-e3585fbabdf6_9ae2c8c8-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-311) HILTON HEAD ISLAND NAMED AMONG HAPPIEST SEASIDE TOWNS – Coastal LivingHappiest Towns2017-01-012017-12-312) HILTON HEAD ISLAND NAMED AMONG BEST BEACHES IN S.C. – USA TodayBest Beaches2017-01-012017-12-313) COLIGNY BEACH HILTON HEAD AMONG 30 BEST BEACHES FOR FAMILIES – TravelChannel.comBest Beaches2017-01-012017-12-314) DISNEY RESORT HILTON HEAD ISLAND NAMED SOUTH CAROLINA’S BEST HOTEL/RESORT IN EVERY STATE – Condé Nast TravelerBest Hotel/Resort2017-01-012017-12-315) HILTON HEAD ISLAND NAMED AMONG 50 BEST PLACES IN THE U.S. TO TRAVEL THIS SUMMER – MSNBest Summer Destination2017-01-012017-12-316) INN & CLUB AT HARBOUR TOWN TOP 100 HOTELS IN THE WORLD – Travel + Leisure World’s Best AwardsTop Hotels2017-01-012017-12-317) HILTON HEAD ISLAND NAMED AMONG 10 LUXURY HONEYMOON DESTINATIONS – TheKnot.comLuxury Honeymoons2017-01-012017-12-318) HUDSON’S OYSTERS NAMED TO THE BEST FOOD IN S.C. – FoodNetwork.comBest Oysters2017-01-012017-12-319) HILTON HEAD ISLAND NAMED AMONG 10 BUDGET FRIENDLY GIRLFRIEND GETAWAYS FOR FALL – Southern LivingBudget Friendly2017-01-012017-12-3110) HILTON HEAD ISLAND NAMED AMONG TOP ADULT SPRING BREAK DESTINATIONS – TripAdvisorTop Adult Spring Break Destinations2017-01-012017-12-3111) #1 Island in the Continental U.S. & #2 Island in the World -- Travel & Leisure World Best Awards#1 Island2017-01-012017-12-3112) #1 Island in the U.S. -- Conde Nast Traveler Readers' Choice Awards#1 Island2017-01-012017-12-3113) HILTON HEAD ISLAND NAMED TRENDING SPOTS FOR SUMMER VACATION RENTALS – TripAdvisorTrending Summer Vacation Rentals2017-01-012017-12-3114) HILTON HEAD ISLAND NAMED 15 BEST FAMILY BEACH VACATIONS IN THE U.S. – U.S. News & World ReportBest Family Beach Vacations2017-01-012017-12-3115) HARBOUR TOWN & LONG COVE COURSES AMONG TOP 100 U.S. COURSES – GolfweekTop Golf Courses2017-01-012017-12-3116) HILTON HEAD ISLAND NAMED AMONG SOUTH’S BEST ISLANDS – Southern LivingBest Islands2017-01-012017-12-3117) HILTON HEAD ISLAND NAMED AMONG BEST U.S. BEACHES – Insider.comBest Beaches2017-01-012017-12-3118) HILTON HEAD ISLAND NAMED AMONG 8 BEST U.S. CITIES TO VISIT THIS SPRING – Marie ClaireBest U.S. Cities2017-01-012017-12-3119) HILTON HEAD ISLAND NAMED AMONG 50 TRENDING SPOTS FOR SUMMER TRAVEL – TripAdvisorSummer Trending2017-01-012017-12-3120) BEST HEALTH & WELLNESS RESORT HILTON HEAD HEALTH – USA Today’s 10 BestBest Health & Wellness2017-01-012017-12-3121) HILTON HEAD ISLAND NAMED AMONG BEST WEEKEND GETAWAYS – Atlanta ThrillistBest Getaways2017-01-012017-12-3122) HILTON HEAD ISLAND NAMED AMONG 50 BEST BEACHES IN AMERICA – TheKnot.comBest Beaches2017-01-012017-12-31(i) industry awards received for marketing and public relations efforts -- SO NICE. NAMED #1 TWICE. Hilton Head Island was internationally recognized as the #1 Island in the U.S. in both Condé Nast Traveler and Travel + Leisure magazines’ 2017 readers’ choice awards. We were also named #2 in the world (yes, the world) in the Travel + Leisure awards. More than 60 times, the destination landed on “best of” lists in 2017, applauding our lifestyle, cuisine, scenery and more. Here are the highlights: JobsNumber_9ae2c99a-afed-11e8-9d20-e3585fbabdf6_9ae2ca6c-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-3116,698 JOBS GENERATED FROM HILTON HEAD ISLAND TOURISM Source: 2017 Economic Impact of Hilton Head Island 166982017-01-012017-12-31(j) number of jobs created by tourism -- This study of the economic and fiscal impact of spending by visitors to Hilton Head Island in the year 2017 was performed by Regional Transactions Concepts, LLC, in association with Dr. John Salazar of the Lowcountry and Resort Islands Tourism Institute (LRITI) at the University of South Carolina Beaufort. The 16,698 jobs that comprise the estimated total employment impact generated by the five combined visitor segments in 2017 represent 15.8% of all jobs in Beaufort County.EventsNumber_9ae2cb3e-afed-11e8-9d20-e3585fbabdf6_9ae2cc10-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31The Chamber held 90 events with over 7,000 in attendance in 2017. Events included Business Education Partnership, Business Golf Classic, Chamber Ball, Coffee Talk, Conversation and Cocktails, Executive Connection, Fashion Week, Government Affairs, Leadership/Junior Leadership, Restaurant Week, Ribbon Cuttings, Small Business Week, State of the Region, Taste of the Season, Tech Tuesdays, Thrive Women’s Conference, Young Professionals and more. 902017-01-012017-12-31(k) events held and participation in events by Chamber membersPublic RelationsUpdates_9ae2cce2-afed-11e8-9d20-e3585fbabdf6_9ae2cdb4-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-31The Chamber’s communications team tracks all print, digital and broadcast mentions and stories about Hilton Head Island. Hosting visiting journalist and social influencers, meeting with editors of some of the nation’s top-tier publications, working with broadcast crews and actively pitching story ideas about the destination are all part of the chamber’s daily public relations outreach efforts in partnership with Weber Shandwick, one of the world’s leading travel public relations firms. 2017-01-012017-12-31(j) update on its public relations efforts to include the number of media impressions and the dollar equivalent for the media impressionsMedia ImpressionsNumber_035d1664-b251-11e8-b36f-bd595fbabdf6_9ae2cdb4-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-312,881,803,723 MEDIA IMPRESSIONS28818037232017-01-012017-12-31Ad EquivalencyDollars_035d1826-b251-11e8-b36f-bd595fbabdf6_9ae2cdb4-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user][To be described]2017-01-012017-12-31$29,655,138 AD EQUIVALENCY296551382017-01-012017-12-31Stories & MentionsNumber_035d19c0-b251-11e8-b36f-bd595fbabdf6_9ae2cdb4-afed-11e8-9d20-e3585fbabdf6[To_be_inserted_by_user] 2017-01-012017-12-312,198 STORIES & MENTIONS21982017-01-012017-12-31_9ae2d368-afed-11e8-9d20-e3585fbabdf62015-12-012020-11-302018-09-06http://www.thinkhiltonheadisland.org/article-details?hhaid=730_9ae2d444-afed-11e8-9d20-e3585fbabdf6OwenAmburOwen.Ambur@verizon.net