BOARD OF DIRECTORS MEETING October 2018
PRESIDENT & CEO REPORT
PRELIMINARY REPORTING BY THE NUMBERS PARTNER INVESTMENTS OCTOBER-AUGUST FY 17/18 SEPTEMBER FY 17/18 YTD TOTAL REVENUE $451,799 $30,216 $482,015 IN-KIND $478,642 27,842 506,484 CO-OP MARKETING $1,136,792 $34,800 $1,171,592 FY 17/18 PRIVATE FUNDS $2,160,091
TDT COLLECTIONS YEAR OVER YEAR $7,000,000 $6,726,954 $6,500,000 $6,000,000 $5,500,000 $5,000,000 $4,500,000 $4,175,545 $5,032,259 $4,966,763 $4,982,497 $4,324,123 $5,437,105 $4,414,211 $5,161,605 $5,425,437 $4,196,526 $4,000,000 $3,500,000 $3,000,000 $2,500,000 $2,000,000 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT 2017/18 2016/17 2015/16 2014/15 Sources: Osceola County Tax Collector
BY THE NUMBERS: MONTHLY TDT COLLECTIONS August TDT Collections ($4.2M vs. $3.7M) increased 10.97% y/y Sources: Osceola County Tax Collector
BY THE NUMBERS: YTD TDT COLLECTIONS YTD TDT Collections ($54.8M vs. $47.6M) increased 15.1% y/y Sources: EK Research Department
DESTINATION HEALTH INDICATORS AUGUST 2018 HOTEL/MOTEL Y/Y PERCENT CHANGE VACATION HOME Y/Y PERCENT CHANGE OCCUPANCY 59.5-1.7% 68.5% 33.5% ADR $75.06 3.5% $303.57 17.04% REVPAR $44.67 0.4% $207.80 56.25% Sources: Smith Travel Research, AirDNA
INDUSTRY PARTNER RELATIONS
BY THE NUMBERS: INDUSTRY PARTNERS CATEGORY PARTNERS Places to Stay 219 Things to Do 174 Dining 177 Meeting Services 194 Out of Business (as of September 30) 4 Partners Shopping 29 Sports Facilities 11 Transportation 65 Visitor Services 4 TOTAL 873
NEW PARTNERS NEW PARTNERS Buckalew Hospitality, LLC Days Inn Kissimmee Premier Coach USA Red Lion Hotel Orlando-Lake Buena Vista South The Launch! Group Wheelers Luxury Transportation Meeting Services Places to Stay Getting Around Places to Stay Meeting Services Getting Around
POP UP NETWORKING
EXPLORE KISSIMMEE OLD TOWN KISSIMMEE SCAVENGER HUNT
INTERNATIONAL & DOMESTIC SALES
Canada September 24-28 The team visited Montreal, Halifax & Toronto conducted the following: Canada Sales Mission Four mini Trade Shows with 200+ Travel Agents One Media Event with 42 Media One breakfast presentation followed by one-on-one meetings with 17 Tour Operators/Airlines One Network Reception with 18 Area Sales Managers Air Canada Vacations Transat Holidays Sunwing Vacations Travel Brands Air Canada Porter Escapes Last Day s Presentations OTA s itravel2000 & redtag.ca -50 Reservations Staff
Canada Sales Mission Partners Johanna D LaRotta Kathy Frazier-Kenney Pina Barbusci Paola Rivera Randy Anger Mariela Perre Fabio Cardoso Eric Bonesteel
What is WeChat? The most popular social media channel in China WeChat Account Launched Aug. 17, 2018 77% tourists use the mobile-tourism app First source of information for millennials 38 billion messages every day Over 877 million daily users First individual Florida destination with an official WeChat account
Who is involved 25 Hotel partners 20 Vacation Home partners WeChat Account Launched Aug. 17, 2018 18 Attraction partners 40 Restaurants & Dinner Show partners 4 Shopping partners 6 Entertainment District Partners 11 Festivals & events 5 Suggested itineraries for China Market
Kissimmee September 12-16, 2018 Receptive Tour Operators from L.A., New York & Florida 12 Product Managers Chinese RTO FAM
Itinerary included: One-on-one appointment marketplace 13 EK partners participated Four site inspections of accommodations (2 economy hotels, 1 business traveler hotel, 1 luxury resort) Chinese RTO FAM The Group stayed with Vacations Home Collection. Also Visited Island Grove Winery at Formosa Gardens
Brand USA India Mission and Sales Calls in Bangalore & Delhi September 15 22, 2018 Pre-Mission Sales calls to major wholesalers in India including ThomasCook India, TBO Holidays, etc. B2B Session in each city and meetings with 40 60 agents per city India Sales Mission Networking with partners: Pegasus Transportation, SeaWorld, Maxim Tours, 7M Tours, and Tours Unlimited
NIMA (Network of India MICE Agents) Experience Kissimmee Event in Delhi 69 MICE ( Meetings, Incentives, Conventions & Exhibitions) travel professionals attended the evening networking event offered by NIMA. Destination presentation on Kissimmee and was followed by Sea world, India Sales Mission Pegasus Transportation and Tours Limited.
NIMA (Network of India MICE Agents) Experience Kissimmee Event in Delhi Two media agencies covered the event: Trav Talk India - One of the oldest print (and now online) trade magazine in India that started in 1991- http://travtalkindia.com/ Pro Tourism News - A new online trade travel website that India Sales Mission was recently started this year- http://www.protourism.news/
DIGITAL MARKETING
Days ANALYTICS AND INCREMENTALITY Monthly LOS for Exposed/Unexposed Length of Stay Objective Determine incremental impact of digital touchpoints on length 6 5 4 nc +5% +28% of stay for Kissimmee visitors 3 Results Out-of-state visitors drew 2 +13% +11% nc largest LOS growth of summer 1 in August 0 June July August Unexposed - OUS Exposed - OUS Unexposed - FL Exposed - FL Source: Experience Kissimmee March Detailed Analytics. (2018, August). Net Conversion.
MARKETING & BRAND STRATEGY
ECOTOURISM CAMPAIGN SUMMARY Campaign Objectives: Establish ecotourism in Kissimmee as a pillar and differentiator of our destination. Highlight ecotourism Partners through paid media, public relations, digital marketing, and social media. Balance of hotels (eight eco-friendly hotels) and vacation homes for conversion Campaign Flight: May 14 - August 10, 2018 Target Markets: Charlotte, NC Atlanta, GA New York City Chicago, IL Washington, D.C. Boston, MA Pittsburgh, PA Detroit, MI Ohio Target Audiences: Families With Preschoolers & Tweens/Teens Multigenerational Families Millennials YANKS (Young Adults No Kids)
Digital: Landing pages on EXPERIENCEKISSIMMEE.COM Display banners (desktop & mobile) CAMPAIGN TACTICS Social Media: Paid & organic social media (Facebook, Twitter, Instagram, Snapchat) Native advertising Facebook Video Capsules Facebook Live at Wild Florida Online video Blogs Total Campaign Impressions: 127M Communications: Matador Network Madden Media amplified storytelling Proactive media pitching CRM: Flip.to campaign
COMMUNICATIONS
34 Media Hits in September Media Visits and Efforts Rodrigo Caire, El Financiero Pais & Filhos PR EFFORTS Press Release Unwrap Holiday Magic in Kissimmee
TOP ARTICLES Al Estilo De Bill Gates Outlet: Excelsior Von Voyage Market: Mexico Coverage: Cover and two-page spread Readership: 90K Travel Agents Come Out on Top in the Air Canada Race 2018 Outlet: Travel Press Canada Market: Canada Readership: 2.7K Things to do in Kissimmee with Kids for a Weekend Outlet: Walking on Travels Readership: 13K Social Shares: 127
CANADA MEDIA MISSION
37 Media Hits Online, social media, and broadcast coverage Combined reach: 8.7M Coverage Highlights CANADA MEDIA MISSION RESULTS Interview for Voyages Voyages which aired across 5 French speaking stations, reaching 62.5K 11 online stories covering Toronto media event Kissimmee mention on Global Montreal Morning Show, reaching 7.5M
EXPERIENCE KISSIMMEE AND MATADOR Campaign Overview 2 Long-Form Videos 2 Social-Cutdown Videos 2 Written Stories 4 Influencer Posts 2 Targeted Display Ads
8.1M TOTAL IMPRESSIONS 1.6M TOTAL VIEWS OVERVIEW 43K TOTAL ENGAGEMENTS 2.7K REFERRALS TO EXPERIENCE KISSIMMEE S WEBSITE
DOCTOR MIKE Is Blood Really Blue? Curbside Consult Kissimmee Edition Over 244K views, 16K likes, and 2K comments 695 engagements on posts published on his social channels Over 9K impressions on branded social posts promoting the partnership And counting!
SOCIAL MEDIA
ICON ORLANDO 360 VIDEO PRODUCTION We filmed at eight locations, four attractions and four restaurants, over the course of two days The locations were: Icon Orlando 360 Madame Tussauds The Sugar Factory Tin Roof Uncle Julio s Mexican Restaurant Tapa Toro Spanish Restaurant Skeletons Pearl Express
ICON ORLANDO 360 VIDEO
SUGAR FACTORY VIDEO
MADAME TUSSAUDS VIDEO
MEETING SALES
MEETING SALES SUCCESS SEPTEMBER 2017 SEPTEMBER 2018 Leads Sent Requested Rooms Leads Sent Requested Rooms YOY Leads Sent 120 133,888 162 140,773 35% FISCAL YTD 2017 FISCAL YTD 2018 Leads Booked Contracted Rooms Leads Booked Contracted Rooms YOY Leads Booked 412 233,647 460 251,440 12%
February 2019 Ignite Omni Orlando ChampionsGate 2,600 Total Room Nights May 2021 Alliance Franchise Brands Convention Gaylord Palms Resort and Convention Center 1,700 Total Room Nights May 2022 First Lego League Orlando Invitational Gaylord Palms Resort and Convention Center 2,600 Total Room Nights
SALES ACTIVITIES September 6, 2018 Chicago, IL Industry Insights 39 CD Associates and customers September 20-21, 2018 Dallas, TX 31 Planners 3 RFPs; 1,200 total potential room nights September 20, 2018 Orlando, FL Central Florida Luncheon 40 Planners and Suppliers September 27-28, 2018 Newark, New Jersey Hosted Educational Luncheon 50 Planners and Suppliers
SALES ACTIVITIES September 26, 2018 Island Grove Winery at Formosa Gardens Sponsored PCMA Southeast Chapter Event CSR Activity with Give Kids the World
SALES ACTIVITIES Cassandra Ruelle, CMP was awarded PCMA Southeast Chapter 2018 Volunteer of the Quarter for her work with the Community Service Committee Nominated as incoming Director of Community Service on the 2019 Board of Directors
FAMILY REUNION WORKSHOP September 29, 2018 Experience Kissimmee Family Reunion Workshop Old Town and Fun Spot 27 Reunion Planners 20 Partners
TOM JOYNER FAMILY REUNION August 30-September 3, 2018 Gaylord Palms Resort and Convention Center 11 years at the Gaylord Palms Resort and Convention Center Confirmed through 2021 Supports Family Reunion, Multicultural, and Faith-Based markets 12 partners participated in booth Collected 262 Family Reunion Inquiries 145 exhibitor companies 27,686 total unique attendees 5,532 total room nights
KEYUPCOMING EVENTS October 21-27 China Sales Mission October 24 25 RTO Orlando, Kissimmee, FL November 6-9 HPN (Hospitality Performance Network) Annual Meeting, Miami, FL December 12-15 American Express INTERaction, San Diego, CA December 13-14 Holiday Showcase, Chicago, IL
THANK YOU