Tourism Promotional Agreement Report. July - September Fiscal Year

Transcription

1 Tourism Promotional Agreement Report July - September Fiscal Year

2 CO-OP DESTINATION HEALTH TDT Collections Increased 3.6% over the same period a year ago $11.59M in FY Q vs. $11.19M in FY Q Average Daily Rate (ADR) was calculated at $ for the quarter July: $ August: $96.31 September: $ Occupancy Rate (OCC) was calculated at 70.1% for the quarter July: 80.6% August: 68.5 % September: 61.1% Revenue Per Available Room (RevPAR) was calculated at $73.29 for the quarter July: $92.59 August: $65.97 September: $ November 15, 2016

3 CO-OP CO-OP Partner Investments in Team Programs/Activities Quarter 4 Revenue: $155,126 Year to Date Revenue: $371,819 Quarter 4 In-Kind: $425,427 Year to Date In-kind : $986,312 Quarter 4 Co-op: $395,419 Year to Date Co-Op: $1,114,991 YTD Private Funds: $2,473,122 3 November 15, 2016

4 CO-OP DOMESTIC 10 Promotional Campaigns (All Complete) Escape the Cold Campaign Chicago Consumer Activation Destination Magazine Visitor Map Vacation Home Rental Campaign In-Market Advertising Visit Florida Retargeting Brand Awareness Daily Disney Visit Florida TripAdvisor 4 th of July Hug A Tourist 4 November 15, 2016

5 CO-OP DOMESTIC PROGRAM HIGHLIGHT National Vacation Home Rental Month July Ramped up the media spend on the Vacation Home Rental Campaign Celebrated the month-long holiday by giving away a trip per week through an online quiz-style sweepstakes Integrated marketing strategy included: Unified social messaging Twitter party and Facebook Live feed at a vacation home Sweepstakes Dedicated landing page Blog posts Total sweeps entries: 25,600 5 November 15, 2016

6 CO-OP DOMESTIC PROGRAM HIGHLIGHT Vacation Home Rental Campaign Campaign promotes Kissimmee as the Vacation Home Capital of the World Campaign Results: Over 75 million impressions Almost 400,000 website visits 21% engaged visit rate $4.20 cost per engaged visitor 6 November 15, 2016

7 CO-OP DOMESTIC PROGRAM HIGHLIGHT Brand Awareness Campaign Results Campaign keeps Kissimmee top-of-mind on travel sites such as TripAdvisor and Visit Florida Campaign Results: Almost 20 million impressions Almost 70,000 website visits 57% engaged visit rate $4.87 cost per engaged visit Visit Florida Retargeting Campaign Results- serve ads to consumers who have recently visited Visit Florida s website Almost 3 million impressions Almost 5,000 website visits 7 November 15, 2016

8 CO-OP DOMESTIC PROGRAM HIGHLIGHT 2016/17 Visitor Map Launched in September Distributed at over 400 locations in Central Florida In turnpike service plazas and Visit Florida Welcome Centers throughout the state Over 200,000 printed Created for visitors as a wayfinding piece Helps visitors to find attractions and activities 8 November 15, 2016

9 CO-OP INTERNATIONAL 3 Promotional Campaigns (All Complete) Brazil: February August Integrated campaign included out of home and digital placements, tracked room night sales Mexico: February August Integrated campaign included out of home and digital placements, tracked room night sales Colombia: February August Integrated campaign included out of home and digital placements, tracked room night sales 9 November 15, 2016

10 CO-OP INTERNATIONAL PROGRAM HIGHLIGHT Brazil Consumer Campaign featured two key components Goal: Kissimmee awareness, with call to action to book through Decolar.com Advertising campaign featuring in-mall activations in Sao Paulo Timing: March 1 April 31 (completed in quarter 3, but not reported) More than 14.5 million impressions! Included integrated online campaign featuring native and video banner placements with 5.90% CTR Disney on Ice Promotion Partnership with VISIT FLORIDA Mall activation in 5 cities, data capture & social media promotion Decolar online advertising campaign Timing: February 1 July Kissimmee properties featured Bookings for outpaced the previous two years! 5.7 million impressions IN-KIND REVENUE GENERATED EK Contribution $ 200,000 Brand USA $ 40,000 Visit Florida $ 250,000 Decolar $ 75,200 Total $ 565, November 15, 2016

11 CO-OP INTERNATIONAL AND DOMESTIC ACTIVITIES Trade Shows 4, Sales Missions 4, FAMs 2 Domestic: Destination Boot Camp, Kissimmee August 8-12 Student Youth & Travel Association, Orlando August Delta Vacations University, Atlanta September Canada: Trip Central FAM, September 7-12 Other Latam: La Cita, Miami August Colombia Sales Mission, Bogota and Medellin September UK: UK FAM, Kissimmee September Emerging Markets: China Trade FAM, Kissimmee September International Routers Conference, Shanghai and Chengdu September th Annual Brand USA India Mission, Mumbai, Bangalore and New Deli September November 15, 2016

12 CO-OP MEETINGS & CONVENTIONS YTD SUCCESS LEADS SENT July 1, 2015-September 30, 2015 July 1, 2016-September 30, 2016 # of Leads Requested Rooms # of Leads Requested Rooms , ,213 LEADS BOOKED July 1, 2015-September 30, 2015 July 1, 2016-September 30, 2016 # of Leads Requested Rooms # of Leads Requested Rooms 55 28, , November 15, 2016

13 CO-OP MEETINGS & CONVENTIONS HIGHLIGHT Connect Marketplace, August 27-28, 2016 Gaylord Texan Resort, Grapevine, TX Newly branded appointment show by Collinson Media attended by 3,200 buyers and suppliers Four markets under one roof: Sports, Corporate, Specialty, and Association Association and Corporate RFP's = 4,727 total room nights from 53 one-on-one appointments 12 Corporate RFP's = 26,625 room nights between Association nights between Specialty 26 one-on-one appointments 10 RFPs received, including 4 conferences for: National Association of Hispanic and Latino Studies, Asian Studies, Native American Studies, and African American Studies 13 November 15, 2016

14 CO-OP MEETINGS & CONVENTIONS HIGHLIGHT HelmsBriscoe Cares Classic August 21-24, 2016 Grand Geneva Resort & Spa Lake Geneva, WI First Time Attending! Teambuilding, Relationship Building, & CSR 45 HelmsBriscoe planners (chosen from HB s Top 100 Producers) 14 November 15, 2016

15 CO-OP MEETINGS & CONVENTIONS HIGHLIGHT Tom Joyner Family Reunion September 1-5, 2016 Gaylord Palms Resort & Convention Center 20,000 attendees 16 partners participated 200 Reunion, 3 Faith-based and Social Leads Collected 400 contacts for hotel and attraction giveaways Provided Reunion T-shirts to 45 families Experience Kissimmee mentioned on over 100 radio stations prior to and during reunion 15 November 15, 2016

16 CO-OP HOSTED & SPONSORED SPORTING EVENTS EVENT DATES PARTICIPANTS SPECTATORS TOTAL PPL ROOM NIGHTS Bigfoot Hoops 7/6-10, ,374 1,646 3, US Pro Am - FootGolf 9/3-6, FL Half Century Softball 9/10-11, ABA Ram Truck Series 9/24-25, Annika Intercollegiate 9/26-29, TOTAL 2,077 1,741 3,818 1,754

17 CO-OP SPORTS DEVELOPMENT US Quidditch Cup 10 Event Date: April 2017 Projected Room Nights: 1,637 Economic Impact: $857,000 Argentinian Federation Veterans Soccer Tournament Event Date: September 2017 Projected Room Nights: 1,245 Economic Impact: $996,000

18 CO-OP WEST HAM UNITED PARTNERSHIP Experience Kissimmee is the Official Destination Partner of West Ham United Football Club This partnership is the first of its kind between a U.S. destination marketing organization and a Premier League team The Premier League is the most watched professional sports league in the world with a cumulative worldwide audience of 3 billion

19 CO-OP Sponsorship of West Ham includes: LED ribbon board signage WEST HAM UNITED PARTNERSHIP Brand exposure on stadium digital screens which are the largest in Europe Commercial to receive year-round exposure on 83 x 12 meter exterior stadium screen Intellectual property rights player access

20 CO-OP WEST HAM UNITED PARTNERSHIP West Ham Sponsorship includes: Branding on interview backdrop screen Social media and CRM campaigns Access to premium hospitality lounge Branding on team bus & seat head rests

21 CO-OP PUBLICIZING THE DESTINATION FAMs, press trips, publicity efforts Media Missions/Out-of-market trips: 1; FAMs: 1; Press Releases: 4; Blog Posts: 8; Individual Press Trips: 7 July: 1 August: 4 September: 2 Around the World in High-Heels Grace Yuan, WiTrip Editor 21 November 15, 2016 Estilo DF News

22 CO-OP Media Monitoring: 602 published/broadcast coverage on the destination or Industry Partners Circulation: 162 million Readership: 486 million PUBLICIZING THE DESTINATION Publicity Value: $10.3 million Twitter Party Invite Twitter Party promoting Vacation Home Rental Month (July) 9.7 million Impressions #VHRCapital trended nationally West Ham United Coverage WiTrip Magazine Coverage 22 November 15, 2016

23 CO-OP WiTrip Magazine Coverage MEDIA RELATIONS HIGHLIGHT Hosted Grace Yuan, WiTrip Editor, in January on assignment for a Florida cover story focusing on family travel Stories published/posted in June WiTrip is the first Shanghai-based Luxury travel magazine Circulation: 200,000 monthly Publicity Value: $191,090 Partners Featured: Gatorland Gaylord Palms Resort & Convention Center Meliá Orlando Suite Hotel at Celebration Wild Florida Airboats & Gator Park 23 November 15, 2016

24 CO-OP MEDIA RELATIONS HIGHLIGHT West Ham United Partnership Announcement Press release distributed on August 9 announcing the partnership resulted in 19 published articles: Orlando Sentinel Travel Weekly TTG (Travel Trade Gazette) Travel Industry Today TravelMole BDaily Sports Business Sports Industry Biz Breaking Travel News! Inside World Football Soccer EX The Voice Tribal Football Sports Pro La Jugada Financiera West Ham United Official Football Trade Directory 15.4 million online readership 24 November 15, 2016

25 CO-OP Kissimmee Spotlight on Studio 10 WTSP-TV Tampa/St. Petersburg MEDIA RELATIONS HIGHLIGHT Marisa Langford, Tampa Blogger, appeared on the Studio 10 morning show to share Back to School Travel Deals for Florida residents She chose to include Kissimmee after visiting our destination during our Goodbye Crowds, Fall campaign, Media FAM in 2015 Viewership: 16,008 Publicity Value: $1, November 15, 2016

26 CO-OP Estilo DF News - Mexican Press Trip Host Maximiliano Villegas visited the destination with his family to film two mini capsules 3-minute capsule featuring family-friendly activities aired on September 30 on Sony Pictures Television, featured family-friendly activities Partners featured: U Can Cook Wild Florida Disney s Magic Kingdom MEDIA RELATIONS HIGHLIGHT 2-minute capsule featured activities for couples, to be shared on their website (5 million monthly visits) and to their more than 2 million followers on social media Partners featured: The Paddling Center Celebration Disney Springs 26 November 15, 2016

27 CO-OP Around the World in High Heels MEDIA RELATIONS HIGHLIGHT In Partnership with VISIT FLORIDA, hosted a 3-person Chinese media crew Filmed segments to be on their WeChat account Around the World in High-Heels shares joyful, trendy, chic and cool lifestyles from all over the world, including travel, entertainment, dining and culture Crew also scouted Kissimmee locations for a potential romance movie Partners Featured: Magic Village Resort Universal Studios Orlando Celebration Disney Springs Max Flight Helicopter Followers: 100,024 Media Value: $7,473 per post 27 November 15, 2016

28 CO-OP STATS Q3 Fans & Followers Q4 Fans & Followers % Change Brand Posts Engagements Engagements per Post Facebook 1,091,308 1,124, % , Twitter 43,759 47, % 476 5, Instagram 14,187 16, % 62 15, November 15, 2016

29 CO-OP TOP POSTS Instagram Facebook Twitter 29 November 15, 2016

30 CO-OP Responsive version of EK.com launched on June 2 to improve user experience and engagement RESPONSIVE WEBSITE REVIEW Reformats site for mobile and tablet users, no visible change on desktop Simplifies management by removing m.ek.com Impact: Predicted likely more referral traffic to partner websites at the expense of listing detail views on EK.com Data on following slides confirm prediction Desktop Before After 30 November 15, 2016

31 CO-OP TOTAL WEBSITE STATS Desktop & Mobile July August September TOTAL Q4 FY Website Sessions 310, , , , ,322 Unique Website Visits (Users) 241, , , , ,075 Total Page Views 574, , ,921 1,386,775 1,620,745 Avg. Time on Site 1:36 1:27 1:21 1:29 1:38 Industry Partner Page Views 61,739 57,925 48, ,173* 211,853 Outbound Partner Clicks 39,286 36,070 26, ,362 68, November 15, 2016 *Drop in partner page views resulting from simplified listing experience for mobile users

32 CO-OP RESPONSIVE WEBSITE STATS Desktop July August September TOTAL Q4 FY Website Sessions 309, , , , ,049 Unique Website Visits (Users) 240, , , , ,715 Total Page Views 571, , ,908 1,383,863 1,380,340 Avg. Time on Site 1:36 1:27 1:21 1:29 1:46 Industry Partner Page Views 60,696 57,920 48, , ,467 Outbound Partner Clicks 39,034 36,070 26, ,110* 44, November 15, 2016 *Increase in outbound partner clicks due to simplified listing experience for mobile users

33 CO-OP MOBILE WEBSITE STATS* Mobile July August September TOTAL Q4 FY Website Sessions 1, , ,273 Unique Website Visits (Users) 1, , ,360 Total Page Views 2, , ,405 Avg. Time on Site 1:13 0:01 1:45 1:11 1:02 Industry Partner Page Views 1, ,048 67,386 Outbound Partner Clicks , November 15, 2016 *This will be the final report on mobile site stats, as all traffic is now directed to the responsive website

34 CO-OP NEW WEB PLATFORM New platform on schedule and under budget for Spring 2017 debut Natively responsive to each device Personalization features to cater user experience to each visitor Greater focus on content and UGC Reimagined approach to partner listings Customer-centric planning cycle navigation with access to product-centric navigation 34 November 15, 2016

35 CO-OP Welcome Center Military Museum Osceola Arts Grants Recap OSCEOLA COUNTY WELCOME CENTER & HISTORY MUSEUM Budget: $22,500 per month/$270,000 annually Welcome Center Quarterly Visitors: 1,270 Down 14.07% from 1,478 in 2015 July 2016: 409 (July 2015: 615) August 2016: 483 (August 2015: 510) September 2016: 378 (September 2015: 353) Quarterly Visitor Profile (44.07%) from Florida (20.19%) from United States (Other than Florida) (19.09%) international visitors (16.65%) miscellaneous Quarterly Cost per Acquisition: $ November 15, 2016

36 CO-OP Welcome Center Military Museum Osceola Arts Grants Recap OSCEOLA COUNTY WELCOME CENTER & HISTORY MUSEUM Pioneer Village Visitors/Groups/Facilities/Rentals: 684 (down 16.07% from 815 in 2015) Quarterly Highlight Osceola County Historical Society Train Depot and Schoolhouse at the Pioneer Village are currently under construction and plan to open November 11, November 15, 2016

37 CO-OP Welcome Center Military Museum Osceola Arts Grants Recap MUSEUM OF MILITARY HISTORY Budget: $150,000 annually (not to exceed) Quarterly Visitors: 1,926 July: 922 visitors August: 553 visitors September: 451 visitors Quarterly Visitor Profile 85.4% from US & Florida 14.6% international visitors, including 51 from South America, 114 United Kingdom, 16 Canada Quarterly Cost Per Acquisition: $ November 15, 2016

38 CO-OP Welcome Center Military Museum Osceola Arts Grants Recap MUSEUM OF MILITARY HISTORY HIGHLIGHTS 16 Unique Events, including: Baldwin Park Independence Day. The Museum trailer was on hand to support downtown Baldwin Park s annual Independence Day Celebration with an estimated 3,000 visitors. Destination Bootcamp. The Museum participated in Experience Kissimmee s Destination Bootcamp at the Westgate Town Center Resort & Spa. Presentations to over 40 military installation representatives and resources for service members to visit the Museum were provided. Destroyers Leader Tour. The Museum was honored to host 61 members of the Destroyer Leader Association Reunion. These members served abroad any one of the U.S. Navy s only five ships to have been classified as Destroyer Leader between 1953 and November 15, 2016

39 CO-OP Welcome Center Military Museum Osceola Arts Grants Recap OSCEOLA ARTS Budget: $375,000 annually (not to exceed) Osceola Arts Quarterly Events/Attendance July: 8 Events; 2,656 attendees August: 13 Events; 715 attendees September: 15 Events; 2,584 attendees Quarterly Total: 36 Events; 5,955 attendees Quarterly Cost Per Acquisition: $15.74 Quarterly Highlights: The final main stage show for Broadway Series, Shrek The Musical, took place in July and was a nearly sold out show The Broadway Series kicked off with Mary Poppins in September along with Fall visual art classes 39 November 15, 2016

40 CO-OP Welcome Center Military Museum Osceola Arts Grants Recap TOURISM ENHANCEMENT GRANTS Budget: $215,669; 25 events/14 non-profit groups/organizations YTD Funds Disbursed: 25 Events $215,669 4th Quarter Funds Disbursed to 3 Events $34,906 Hearts of Reality $9,753 Miss Rodeo Florida Pageant $6,720 Statewide Ranch Rodeo $18, November 15, 2016

41 41 Thank You