Amelia Island Tourist Development Council

Amelia Island Tourist Development Council 3:00 PM, December 10, 2025 James S. Page Governmental Complex, 96135 Nassau Place Yulee, FL 32097 OFFICIAL MINUTES Call to Order at 3:00 p.m. Invocation and Pledge of Allegiance Roll Call PRESENT: Commissioner John F. Martin, Board Member Barbara Halverstadt, Board Member Bob Hartman, Board Member Tim Poynter, Board Member Lisa West, Board Member Joshua Summers, Board Member Phyllis Davis, and Board Member Will Wiest ABSENT: Board Member John Beasley ALSO PRESENT: Abigail Jorandby, Deputy County Attorney, Marshall Eyerman, Assistant County Manager, and Melissa Lucey, Deputy Clerk Expansions/Deletions to the Agenda: None. Approval of Minutes: Approval of minutes for the August 25, 2025, Amelia Island Tourist Development Council (AITDC) meeting. Motion: Approve the minutes from the meeting held August 25, 2025. Maker: Board Member Poynter Second: Board Member Summers Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Summers, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. New Business: (Tab A) Fiscal Updates:251210 AITDC1/5

Presentation: Paul Beirnes, Vice President of Amelia Island Convention & Visitors Bureau (AICVB) provided a PowerPoint presentation that reviewed the Fiscal Year 2025 (FY25) year-end collections from September 2024 through August 2025, including the average daily rates and paid occupancies for hotel and vacation rentals; collections for Fiscal Year 2026 (FY26); and projected booking pace for December 2025 through February 2026. (Tab B) Marketing: Presentation: Mr. Beirnes provided a PowerPoint presentation regarding the marketing update. He discussed the awards that AICVB has received. He announced the launch of a new creative marketing campaign set to begin in January 2026. Mr. Beirnes summarized the destination and Expedia performance and recapped marketing efforts. Madison Joseph, Project Director of Public Relations & Social Media, provided an overview of recent social media content and public relations efforts related to dining. Jordan Turner, Senior Project Director with Downs & St. Germain Research provided a PowerPoint presentation reviewing the FY25 Economic Impact & Visitor Tracking Report. She highlighted that the data was collected from nearly 2,100 surveys completed by visitors to Amelia Island, including those submitted online. She reviewed various aspects of the FY25 economic impacts. She reported an 11 percent increase in visitors who would recommend Amelia Island as a travel destination to friends or family. Ms. Turner presented an overview of the economic impact of Dining Month 2025 and noted that the figures in the report are based on the number of prix-fixe menus sold and are likely conservative estimates of the overall impact. She provided a summary of out-of-county visitors, room nights generated, direct spending, and year-to-year comparisons for 2024 and 2025. (Tab C) Tourist Development Tax (TDT) Ordinance: Mr. Eyerman provided a PowerPoint presentation reviewing the Tourist Development Tax (TDT), which included an infographic detailing the history of the TDT since 1988. He noted that the current levy is set at 5 cents in Nassau County, noting that the 'high tourism impact county" is reviewed annually for possible implementation changes. Mr. Eyerman presented the adopted budget for Fiscal Year 2025/2026 (FY25/26), emphasizing the use of reserves from the fund balance. He also discussed House Bill 7031, a new provision that will enable TDT funding for lifeguards. He provided a brief summary of last year's ocean rescue expenditures, FY24 lodging percentages and investments for both the County and the City of Fernandina Beach (COFB). He noted at the last AITDC meeting that there was a discussion regarding prorating a portion of the TDT to the municipality; however, more money is being spent on the municipality due to leveraging the relationship for all tourism purposes. Mr. Eyerman provided a brief overview of the proposed restructuring of trade "buckets" within the FY25/26 budget, including the new funding buckets would include marketing, arts culture, leisure & recreation and administrative. After a brief discussion about the AICVB contract with the County, Gil Langley, President and CEO of AICVB, expressed support for the TDT Ordinance.251210 AITDC2/5

Motion: withdraw the table motion made on August 25, 2025, for recommending to the Nassau County Board of County Commissioners (BOCC) to enter into a local agreement with the City of Fernandina Beach (COFB) on prorating portion of tourism involving tax that is raised within the city's limits to be spent in city's limits, as limited by the requirements of the Florida Statute 125.0104. Maker: Board Member Poynter Second: Board Member Hartman Action: withdraw Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Summers, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. Motion: Approve recommending to the Board of County Commissioners (BOCC) the approval of the Tourist Development Tax (TDT) Ordinance. Maker: Board Member Poynter Second: Board Member Summers Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Summers, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. Motion: Approve recommending to the Board of County Commissioners (BOCC) approval of use of funds for lifeguards within City of Fernandina Beach (COFB) and the County. Maker: Board Member Poynter Second: Board Member Davis Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Summers, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. Note: The AITDC took a brief recess at 4:13 p.m. and reconvened at 4:19 p.m. (Tab D) Consider and approve a Resolution recommending to the Board of County Commissioners the use of Tourist Development Tax Revenues to sponsor Fish to Fork, to enhance visitor experiences and promote tourism in Nassau County for Fiscal Year 2025/2026, in the amount of $60,000.00. Discussion: Mr. Beirnes reviewed the sponsorship request, which was for $60,000. However, the AICVB recommended only $40,000.251210 AITDC3/5

Motion: Approve Tab D as stated above and authorization for the Chairman to sign Resolution. Maker: Board Member Hartman Second: Board Member Halverstadt Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. (Tab E) Consider and approve a Resolution recommending to the Board of County Commissioners the use of Tourist Development Tax Revenues to sponsor Hagerty the Amelia 2026-2028, to enhance visitor experiences and promote tourism in Nassau County. Discussion: Mr. Beirnes reviewed the request and clarified that this would be a three-year contract with Hagarty. However, the agreement allows the County to not renew the contract after the first year. Motion: Approve Tab E as stated above, including the three-year contract for a total of $330,000.00 and authorization for the Chairman to sign Resolution. Maker: Board Member Poynter Second: Board Member Summers Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Summers, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. (Tab F) Consider a Resolution recommending to the Board of County Commissioners the use of Tourist Development Tax Revenues to sponsor Keep Nassau Beautiful, to enhance visitor experiences and promote tourism in Nassau County for Fiscal Year 2025/2026, in the amount of $30,000.00. Discussion: Mr. Beirnes reviewed the request. Motion: Approve Tab F as stated above and authorization for the Chairman to sign Resolution. Maker: Board Member Davis Second: Board Member Hartman Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. (Tab G) Consider and approve a Resolution recommending to the Board of County Commissioners the use of Tourist Development Tax Revenues to sponsor251210 AITDC4/5

Songwriters Foundation, Inc., to enhance visitor experiences and promote tourism in Nassau County for Fiscal Year 2025/2026, in the amount of $15,000.00. Discussion: Mr. Beirnes reviewed the request. Motion: Approve Tab G as stated above and authorization for the Chairman to sign Resolution. Maker: Board Member Poynter Second: Board Member West Action: Approve Aye: Commissioner Martin, Board Member Halverstadt, Board Member Hartman, Board Member Poynter, Board Member West, Board Member Summers, Board Member Davis, and Board Member Wiest. Absent: Board Member Beasley. General Public Comment: Ms. Jorandby provided clarification to the AITDC regarding the Dickens on Centre contract. Adjournment at 4:34 p.m. _____________________________________ Chairman Attest: ______________________________________ Clerk251210 AITDC5/5