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BOARD OF DIRECTORSMEETING
October 2018
PRESIDENT & CEOREPORT
BY THE NUMBERS – PARTNER INVESTMENTS
OCTOBER-AUGUSTFY 17/18
SEPTEMBERFY 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
PRELIMINARY REPORTING
TDT COLLECTIONS YEAR OVER YEAR
Sources: Osceola County Tax Collector
$4,175,545
$4,324,123
$4,966,763
$5,032,259
$4,982,497
$6,726,954
$5,437,105
$4,414,211
$5,161,605 $5,425,437
$4,196,526
$2,000,000
$2,500,000
$3,000,000
$3,500,000
$4,000,000
$4,500,000
$5,000,000
$5,500,000
$6,000,000
$6,500,000
$7,000,000
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
2017/18 2016/17 2015/16 2014/15
BY THE NUMBERS: MONTHLY TDT COLLECTIONS
Sources: Osceola County Tax Collector
August TDT Collections ($4.2M vs. $3.7M) increased 10.97% y/y
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/MOTELY/Y PERCENT
CHANGEVACATION
HOMEY/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 PARTNERRELATIONS
BY THE NUMBERS: INDUSTRY PARTNERS
Out of Business
(as of September 30)
4 Partners
CATEGORY PARTNERS
Places to Stay 219
Things to Do 174
Dining 177
Meeting Services 194
Shopping 29
Sports Facilities 11
Transportation 65
Visitor Services 4
TOTAL 873
NEW PARTNERS
NEW PARTNERS
Buckalew Hospitality, LLC Meeting Services
Days Inn Kissimmee Places to Stay
Premier Coach USA Getting Around
Red Lion Hotel Orlando-Lake Buena
Vista SouthPlaces to Stay
The Launch! Group Meeting Services
Wheelers Luxury Transportation Getting Around
POP UP NETWORKING
EXPLORE KISSIMMEEOLD TOWN KISSIMMEE SCAVENGER HUNT
INTERNATIONAL &DOMESTIC SALES
Canada Sales
Mission
Canada
September 24-28
The team visited Montreal, Halifax & Toronto conducted the following:
• 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?
WeChat AccountLaunched
Aug. 17, 2018
• The most popular social media channel in China
• 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
WeChat AccountLaunched
Aug. 17, 2018
25 Hotel partners
20 Vacation Home partners
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)
• The Group stayed with Vacations Home Collection.
• Also Visited Island Grove Winery at Formosa GardensChinese RTO FAM
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
• Networking with partners: Pegasus Transportation, SeaWorld, Maxim Tours,
7M Tours, and Tours UnlimitedIndia Sales Mission
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,
Pegasus Transportation and Tours Limited.
India Sales Mission
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
• was recently started this year- http://www.protourism.news/
India Sales Mission
DIGITALMARKETING
ANALYTICS AND INCREMENTALITY
Length of Stay
• Objective
• Determine incremental impact
of digital touchpoints on length
of stay for Kissimmee visitors
• Results
• Out-of-state visitors drew
largest LOS growth of summer
in August 0
1
2
3
4
5
6
June July AugustD
ay
s
Monthly LOS for Exposed/Unexposed
Unexposed - OUS Exposed - OUS Unexposed - FL Exposed - FL
+5%
+11%
+28%
nc
nc
+13%
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
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)
Campaign Flight: May 14 - August 10, 2018
CAMPAIGN TACTICS
Digital:
• Landing pages on
EXPERIENCEKISSIMMEE.COM
• Display banners (desktop & mobile)
Social Media:
• Paid & organic social media
(Facebook, Twitter, Instagram, Snapchat)
• Native advertising
• Facebook Video Capsules
• Facebook Live at Wild Florida
• Online video
• Blogs
Communications:
• Matador Network
• Madden Media amplified storytelling
• Proactive media pitching
CRM:
• Flip.to campaign
Total Campaign
Impressions:
127M
COMMUNICATIONS
PR EFFORTS
34 Media Hits in September
Media Visits and Efforts
• Rodrigo Caire, El Financiero
• Pais & Filhos
Press Release
• Unwrap Holiday Magic in Kissimmee
TOP ARTICLES
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
Al Estilo De Bill Gates
• Outlet: Excelsior – Von Voyage
• Market: Mexico
• Coverage: Cover and two-page spread
• Readership: 90K
CANADA MEDIA MISSION
CANADA MEDIA MISSION RESULTS
37 Media Hits
• Online, social media, and broadcast
coverage
• Combined reach: 8.7M
Coverage Highlights
• 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
OVERVIEW
8.1M
TOTAL
IMPRESSIONS
1.6M
TOTAL
VIEWS
43K
TOTAL
ENGAGEMENTS
2.7K
REFERRALS TO
EXPERIENCE
KISSIMMEE’S WEBSITE
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!
DOCTOR MIKE
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
Leads Sent Requested Rooms
120 133,888
FISCAL YTD 2018
Leads Booked Contracted Rooms YOY Leads Booked
460 251,440 12%
FISCAL YTD 2017
Leads Booked Contracted Rooms
412 233,647
SEPTEMBER 2018
Leads Sent Requested Rooms YOY Leads Sent
162 140,773 35%
February 2019
Ignite
Omni Orlando
ChampionsGate
2,600 Total Room Nights
May 2022
First Lego League Orlando
Invitational
Gaylord Palms Resort and
Convention Center
2,600 Total Room Nights
May 2021
Alliance Franchise Brands Convention
Gaylord Palms Resort and Convention
Center
1,700 Total Room Nights
SALES ACTIVITIES
September 6, 2018
Chicago, IL
Industry Insights
39 CD Associates and customers
September 20, 2018
Orlando, FL
Central Florida Luncheon
40 Planners and Suppliers
September 20-21, 2018
Dallas, TX
31 Planners
3 RFPs; 1,200 total potential
room nights
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
September 29, 2018
Experience Kissimmee Family
Reunion Workshop
Old Town and Fun Spot
27 Reunion Planners
20 Partners
FAMILY REUNION WORKSHOP
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
TOM JOYNER FAMILY REUNION
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
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