BOARD OF DIRECTORS MEETING NOVEMBER 2017

Transcription

1 BOARD OF DIRECTORS MEETING NOVEMBER 2017

2 STRATEGIC PLAN GOAL KEY 1. Grow and Diversify the Tourism Economy Through Marketing Executed 2. Grow and Diversify the Tourism Economy Through Sales 5. Ensure Cost Effective and High Performing Operation 3. Enhance Industry Partner Engagement

3 PRESIDENT & CEO REPORT

4 BY THE NUMBERS: MONTHLY TDT COLLECTIONS September TDT Collections ($3.97M vs. $3.28) increased 21.2% y/y RV Parks/Campgrounds, 0.6% Timeshares, 4.4% Hotels & Motels, 55.0% Vacation Homes, 40.0%

5 BY THE NUMBERS: FY TDT COLLECTIONS TDT collections ($51.6M vs. $48.7M) increased 6.0% YTD over last year RV Parks/Campgrounds, 1.0% Timeshares, 3.9% Hotels & Motels, 47.6% Vacation Homes, 47.5%

6 BY THE NUMBERS: VISITOR PROFILE

7 BY THE NUMBERS: PARTNER INVESTMENTS OCTOBER FY 16/17 OCTOBER FY 17/18 YTD TOTAL REVENUE $51,367 $4,125 $4,125 IN-KIND $12,641 $44,118 $44,118 CO-OP MARKETING $21,553 $81,699 $81,699 FY 17/18 PRIVATE FUNDS: $129,942

8 BY THE NUMBERS: INDUSTRY PARTNERS CATEGORY PARTNERS Places to Stay 223 Things to Do 173 Dining 177 Meeting Services 182 Shopping 31 Sports Facilities 9 Transportation 66 Visitor Services 4 TOTAL 865 Out of Business (as of October 31) Shopping - 1 Visitor Information - 1

9 BY THE NUMBERS: NEW PARTNERS Cielo Gift Baskets NEW PARTNERS Meeting Services Exclusive Florida Homes Over the Top Rental Linens Quality Inn Heritage Park Sun Street Talent, Inc. Places to Stay Meeting Services Places to Stay Meeting Services

10 INTERNATIONAL & DOMESTIC SALES

11 ARGENTINA SALES MISSION Argentina and Chile, October 1-7 Florencia Rettazzini, Director of Retta and Associates was appointed as Experience Kissimmee representative for Argentina and Chile as of October 1, 2017 The Travel Trade Industry in Argentina & Chile were excited to learn about Kissimmee accommodations and its benefits, secondary attractions and nature based activities Week of Sales Calls with top tour operators

12 MARK TRAVEL SUMMIT Cancun October The Mark Travel Corporation Summit Annual network and learning opportunity Agents Industry executives suppliers. exciting with their brands at the supplier showcase 2016 Summit by the Numbers: 500+ Travel Agents 90+ Suppliers 54 Workshops 4 Keynotes

13 NEW YORK SALES TRIP Flushing, Manhattan, New Brunswick & Jersey City September 26-29, 2017 Establishing business relationships with Chinese Receptive Tour Operators located in New York area Learn their needs and identify opportunities 11 offices visited in two days

14 NORTHERN EUROPE FAM TRIP Kissimmee, October 6-8 In partnership with Icelandair and Tampa CVB Agents participated in a sale competitions Participating Agents from: Exit Reizen, Go America, WRC Reizen, Travel Homes, Riksja Travel, Travel Trend, American Estates and US Travel Partners visited: Boggy Creek Airboat Rides, Old Town, FunSpot, Celebration Bike Tour, Premium Outlets and SeaWorld Orlando The group stayed at the Fountains at ChampionsGate

15 UK FAM Kissimmee, October British Airways sponsored airline tickets for all attendees Top sales agents from USAir Tours, Tour America (Ireland), Jetset, Gold Medal Travel, American Holidays (Ireland), Ocean Florida, Barrhead Travel (Scotland) Visited Gatorland, Boggy Creek Airboats, Universal Town, FunSpot, Premium Outlets and Walt Disney World Resort Accommodations were provided by Ocean Holidays

16 HIGH TEA Signature event for local Receptive Tour Operators Hosted our 2nd annual High Tea Garden View Tea Room at Grand Floridian Guests included: Virgin Holidays Mark Travel International Meeting Point North America Hotelbeds Ocean Beds ATI

17 LATAM DIRECT CONSUMER CAMPAIGNS Brazil, Argentina, Chile and Mexico April to September 2017 Partnership with Visit Florida and BrandUSA Campaigns included OOH, Digital media, Activations, Television and an OTA Social Media in Mexico and Brazil Facebook performed the best in both social display and video Brazilian users made 5x more social media engagements than Mexican users In Mexico, the Novela television integration and the mall activation coupled with a change in OTA partner fueled room nights to yield 116% more than Argentina performed extremely well totaling 8,558 room nights - almost on par with Brazil

18 LATAM DIRECT CONSUMER CAMPAIGNS , , , ,639 Argentina room nights 8,558 1,128 Total campaign investments from EK $ 410,000 Total in-kind from OTA s, BrandUSA, and Visit Florida $443,631

19 DIGITAL MARKETING

20 Experience Kissimmee CONFIDENTIAL Proprietary and Trade Secret TEST & LEARN Objectives Determine e-newsletter CTA that drives highest opt-in rate KPIs E-newsletter opt-in rate Time on site Page views Bounce rate Cells TBD (launch slated for Nov. 13) Results TBD

21 Experience Kissimmee CONFIDENTIAL Proprietary and Trade Secret ANALYTICS & INCREMENTALITY Holidays Campaign Arrivalist paid media tracking enabled Allows comparison between exposed and unexposed devices in Kissimmee Incremental length of stay Winter Campaign Identified most valuable DMAs Visitor volume Visitor average length of stay

22 Experience Kissimmee CONFIDENTIAL Proprietary and Trade Secret DATA COLLECTION Flip.to Advocacy platform powered by story submissions from actual visitors Contest and deal incentives fuel earned social media Contestants and participants volunteer addresses for future communications Phase I Contest distributed via Experience Kissimmee social and channels Grand prize: accommodations Runners up: attraction tickets Future Phases Potential co-op to enable partner accounts under Experience Kissimmee umbrella

23 Experience Kissimmee CONFIDENTIAL Proprietary and Trade Secret PERSONALIZATION Customer Data Platform (CDP) Serves as central data warehouse; syncs with multiple platforms for cross-channel consistency Historical data from early Marketing Now enriched from CDP nightly Website Personalization engine enriched from CDP nightly for known audiences Developing Discover/Plan/Book navigation experiences Will advance to visual and other content areas upon conclusion

24 SOCIAL MEDIA

25 COMPETITIVE SET We rank 2nd for total engagement this month, passing Visit Orlando. Facebook and Instagram continue to yield the highest engagement among all other social media platforms

26 COMPETITIVE SET Our total audience increased to 1,268,091 up from 1,264,685 in August. We gained 3,406 followers this month. Our current follower growth rate is slightly below average at 0.2%, while the landscape average is at 0.5%

27 SNAPCHAT LAUNCH This past October, we launched our official EK Snapchat account We partnered with social media influencer, Adventurous Kate Adventurous Kate took over our Snapchat activation. We had 2K users view Snapchat filter in Manhattan 200+ followers added to Snapchat account

28 SOCIAL LISTENING This past month we received our first social - tuning this report and establishing benchmarks using is able to query any open platform on the internet (anything not hidden behind a password or subscription) This includes social media platforms like Facebook, Twitter, Instagram, and also forums such as Reddit, TripAdvisor, and more. Sites that publish articles such as news providers and blogs are also searchable

29 SOCIAL SUPPORT HALLOWEEN VIDEOS

30 SOCIAL SUPPORT HALLOWEEN

31 SOCIAL SUPPORT HALLOWEEN

32 LIVE STREAMING HALLOWEEN

33 SOCIAL SUPPORT HALLOWEEN DAY GIF

34 MEETINGS & CONVENTIONS

35 MEETINGS & CONVENTIONS YTD SUCCESS Fiscal YTD (October 2016) # of Leads Requested Rooms Leads Sent Fiscal YTD (October 2017) # of Leads Requested Rooms , ,275 Fiscal YTD (October 2016) Leads Booked Fiscal YTD (October 2017) Highlighted Incentive Bookings April 2018 Temenos Client Conference, Gaylord Palms Resort and Convention Center 1,789 Total Room Nights ConcreteWorks & BOD Meeting, Gaylord Palms Resort and Convention Center 2,375 Total Room Nights July 2022 National School Safety Conference, Omni Orlando Resort at ChampionsGate 2,360 Total Room Nights # of Leads Contracted Rooms # of Leads Contracted Rooms 55 21, ,379

36 SALES ACTIVITIES Atlanta Sales Mission October 19, 2017 Client Office Presentations for 2018 & 2019 Connect Medical and Connect Florida

37 SALES ACTIVITIES Atlanta Sales Mission October 20, 2017 Team building event at Medieval Times Castle in Gwinett, GA

38 SALES ACTIVITIES Connect Faith October 24-27, one-on-one appointments; 50 planner contacts Hosted dinner for 35 Campus Crusade for Christ planners Connect Medical October 24-27, one-on-one appointments; 40 planner contacts

39 SALES ACTIVITIES Experience Kissimmee mentioned for Family Reunion Workshop in Reunions Magazine September 2017 Edition Kissimmee, Florida, reunion planning workshop at the House of Blues Gospel Brunch!

40 SPORTS DEVELOPMENT & MARKETING

41 FLAG FOOTBALL WORLD CHAMPIONSHIP TOUR Largest youth and adult flag football tournament circuit in the world. Regional tournaments held all across the United States Battle Orlando January 2019, 2020, ,000+ Room Nights $3.6 Million Economic Impact Battle Florida October 27-29, ,500+ Room Nights $800,000+ Economic Impact

42 PAN AMERICAN TAEKWONDO UNION CHAMPIONSHIP Event to take place at ESPN Wide World of Sports in 2019 and pre-competition day (Tuesday) 5 competition days (Wednesday Sunday) More than 4,500 room nights over the two-year period More than 2,200 athletes, coaches, officials, delegates 1,000+ youth and adult participants combined Approximately 2,500 spectators

43 DESTINATION & EVENT SERVICES

44 FL CHALLENGER JAMBOREE

45 KISSIMMEE CARES Unite for Puerto Rico Celebrity Softball Tournament XL iheart Radio - Spearheaded by Johnny Magic To benefit Puerto Rico & US Virgin Islands with cash and supplies 1000 spectators 25 Local radio & TV celebrities Osceola County Baseball Stadium Puerto Rico Football Club Practice facility Puerto Rico FC vs FC Edmonton Austin Tindall Sports Complex October 25 th

46 KISSIMMEE CARES

47 COMMUNICATIONS

48 COMMUNICATIONS OVERVIEW October Total Mentions 28 Sentiment: 54% Positive 46% Neutral Total Social Shares: 502 SEO Impact: Average Mentions: 50% U.S. 50% International Total Mentions 10/01/17-10/8/17 10/9/17-10/15/17 10/16/17-10/22/17 10/23/17-10/31/17

49 TOP ARTICLES BY IMPACT 10 Amazing Things You Must Do When You Visit Kissimmee/10 Cosas que te Sorprenderán Cuando Visites Kissimmee Date: Oct. 18, 2017 Outlet: Hispana Global Unique Monthly Visitors: 12,837 Author: Jeanette Kaplun Source: Media FAM Social Shares: 538 Readership: 7,876 Partners featured: Gatorland, OMNI Orlando at Championsgate, Island Grove Wine Company, Gaylord Palms Resort, Boggy Creek, SeaWorld Orlando, Orlando Tree Trek, Osceola County Welcome Center, MidiCi, Disney Springs

50 TOP ARTICLES BY IMPACT Paddling Center #MyKissimmee #iflyalaska Date: Oct. 30, 2017 Outlet: MomStart Unique Monthly Visitors: 67,651 Author: Beeb Ashcroft Source: Media FAM Social Shares: 16 Readership: 5,176 Partners featured: The Paddling Center at Shingle Creek

51 TOP ARTICLES BY IMPACT Celebrity Softball Game for Puerto Rico and US Virgin Islands Date: Oct. 21, 2017 Outlet: Paul Author: Paul Antonelli Source: Press Release Social Shares: 10 Readership: 224,882 Central Florida Blog Partners featured: Wild Florida, Wyndham Vacation Rentals Orlando

52 TOP ARTICLES BY IMPACT Kissimmee in Argentina Date: Oct Outlet: Clarín Largest newspaper in Argentina Source: Press Release Social Shares: 16 Circulation/Audience: 410,535

53 NYC ACTIVATION: A KNIGHT TO REMEMBER Partnership with Citi Bike NYC Sept. 17 Oct bike stations wrapped 856,376 Starts/Stops at wrapped stations In-app integration 1,346,716 impressions Destination Magazine distribution WSJ Manhattan area - 42K NCY Activation A Knight to Remember Oct. 17 Partner Medieval Times Partner Adventurous Kate, launch Snapchat Photo booth Knights around NYC video and photos Social ads Contest to win trip to Kissimmee

54 NYC ACTIVATION: A KNIGHT TO REMEMBER Key goals of this campaign to build awareness Grow destination awareness in New York Launch Snapchat Increase website traffic Acquire contest entrants from New York Grow list for newsletter In addition, more goals Grow and explore brand voice and personality Build momentum for and create assets that can be used to support a largescale activation in-destination during holidays Collect video and photo assets that can be used to further support marketing events

55 NYC ACTIVATION: A KNIGHT TO REMEMBER Key Results 469 unique contest entries Featuring: Medieval Times Florida Gaylord Palms Resort Snapchat filter in Manhattan 200+ followers added to Snapchat account 15+ hours of video footage 100+ edited image assets and graphic content

56 THE PASSPORT Guide to our Brand Voice, Tone, and Personality The Brand Promise We promise a vacation where sunny hellos, out-of-thisworld adventures, and wow-worthy experiences are always included The Brand Personality The Gentle Joker Key Messaging Vacationers Meeting and Events Reunions Future: In-Language

57 PR EFFORTS Media Visits - Janel Case Orlando Sentinel- Gabrielle Russon The Scottish Sun- Gill Smith Influencer Visits The Holderness Family Press Releases Holidays in Kissimmee: Because the Best Holiday Meetings in Kissimmee

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60 WTM London, Nov. 6-8 Holiday Network Event, December 7 KEY UPCOMING EVENTS Colombia - Price Travel Co-Op, November 6, 2017 January 29, 2018 Co-hosting ConferenceDirect Forum at Omni ChampionsGate, November American Express Inter[action] Hyatt Regency Orlando, November 28-Dec 1 HPN Annual Meeting San Francisco, CA, November 29-Dec 1 CD CEO Summit Scottsdale, AZ, December 6-8 Destination International Sales Summit/Simpleview Training/Holiday Showcase Chicago, IL, December 12-15, 2017 Canada - Winter Consumer Campaign, January 8, 2018-

61 THANK YOU