BOARD OF DIRECTORSMEETING

APRIL 2018

Grow and Diversify the

Tourism Economy

Through Marketing

Grow and Diversify the

Tourism Economy

Through Sales

Enhance Industry

Partner Engagement

Ensure EK’s Brand

Promise is Executed

Ensure Cost Effective

and High Performing

Operation

STRATEGY KEY

PRESIDENT & CEOREPORT

BY THE NUMBERS – PARTNER INVESTMENTS

OCTOBER THRU FEBRUARY FY 17/18

MARCHFY17/18

YTD TOTAL

REVENUE $37,431 $8,890 $46,321

IN-KIND $178,515 $2,798 $181,313

CO-OP

MARKETING$327,563 $267,675 $595,238

FY 17/18 PRIVATE FUNDS $822,872

BY THE NUMBERS – MONTHLY TDT COLLECTIONS

Hotel/ Motel45%

Timeshare4%

Vacation Homes49%

RV Parks/ Campgrounds2%

Hotel/Motel

February TDT Collections ($4.9M vs. $4.3M) increased 14% y/y

BY THE NUMBERS – FY TDT COLLECTIONS

TDT Collections ($23.5M vs. $19.67M) increased 19.33% y/y

RV Parks/Campgrounds,1.1%

Timeshares,3.8%

Vacation Homes,45.3%

Hotels & Motels,49.7%

BY THE NUMBERS – TDT TAX COLLECTION Y/Y

$4,175,545

$4,324,123

$4,966,763

$5,032,259

$4,982,497

$3,509,285

$3,711,778

$4,301,130

$3,781,133

$4,373,774

$5,544,857

$5,147,348

$4,122,188

$4,419,618 $4,973,810

$3,781,765

$3,976,506

$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

OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT

2017/18 2016/17 2015/16 2014/15

Source: Osceola County TDC

BY THE NUMBERS – VISITOR PROFILE

INDUSTRY PARTNERRELATIONS

BY THE NUMBERS: INDUSTRY PARTNERS

Out of Business

(as of March 31)

1 Partner

CATEGORY PARTNERS

Places to Stay 225

Things to Do 175

Dining 177

Meeting Services 175

Shopping 30

Sports Facilities 9

Transportation 65

Visitor Services 4

TOTAL 860

BY THE NUMBERS: NEW PARTNERS

NEW PARTNERS

Falcon Charter Bus Orlando Getting Around

Florida Hospital Health

Performance StrategiesMeeting Services

Market Street Diner Dining

Orlando Rent A Villa Places to Stay

ORLANDO CITY SOCCER GAME

EXPLORE KISSIMMEE

INTERNATIONAL &DOMESTIC SALES

BRAND USA 2018 CHINA MISSION

March 17-23

• Four city missions

• Beijing

• Chengdu

• Guangzhou

• Shanghai

• Pre-Mission Sales calls conducted

• Chongqing

• Shenzhen

• Hangzhou & Beijing

• 156 one-on-one appointments

• Four VIP dinners

• One panel discussion

ACTIVE AMERICA CHINA

Atlanta, Georgia

March 25 – 27

Active America China is the only show in North

America 100% dedicated to building inbound

Chinese tourism

• China is the fastest growing inbound tourism

market to USA

• 35 one-on-one appointments

• Chinese delegation (32 from China and three

receptive tour operators)

• Destination presentation

TOUR OPERATOR APPRECIATION

& CANADA SALES CALLS

• Hosted 18 clients in a suite at the PINK concert including tour operators,

airlines, OTA, theme park, and media partners

• Seven sales calls with key tour operators, theme parks and airline accounts

• Planning meeting with VoX in preparation for IPW and new budget year

JACKSONVILLEMILITARY TRAVEL

FAIRS

• Exhibitions at 3 bases

• Naval Station Mayport, FL,

• Naval Submarine Base Kings Bay, GA

• Naval Air Station Jacksonville

• Support the on-base travel agencies who sell Kissimmee and are

highly supported by our Industry Partners

ITB BERLIN

March 5-9

• Experience Kissimmee had their own

booth in the Brand USA Pavilion

• Business appointments

• 14 with our German representative

• 18 with our Northern Europe

representative

WINTERCAMPAIGN

RE-CAP

SUMMARY

Launched January 30, 2018 National Plan Your Vacation Day

We make vacations, and we believe in the power of taking vacations

• In-Market: January 30 – March 31, 2018

• Brand Awareness & Drive Demand for Conversion

• Target Markets:

• Charlotte, NC

• Atlanta, GA

• New York

• Chicago, Illinois

• Ohio

• Audience:

• Family Travelers, Teens/Tweens, and Millennials

• Washington, D.C.

• Boston, MA

• Pittsburgh & Philadelphia, PA

• Detroit, Michigan

MEDIAPLAN

OVERVIEW

• Total Impressions: 139,500,507

• Total Reach: 39,277,303

• Total Frequency: 3.55

• Traffic to EXPERIENCEKISSIMMEE.com saw a 40% lift

YOY during the Winter Campaign dates

• Total Engaged Visits (2 or more page views in a session)

increased by 61% versus the previous time period

• Click-outs to Partner websites increased by 136% versus

the previous time period

• Paid social efforts were the largest driver of these lifts

AWARENESSMost Efficient Awareness Publisher

65,292,535

TOTAL IMPRESSIONS

INTENTMost Efficient Intent Publisher

65,484,173

TOTAL IMPRESSIONS

CONVERSIONMost Efficient Direct Response Publisher

8,723,799

TOTAL IMPRESSIONS

WEBSITE

LANDINGPAGE

VISITATION

Source: Google Analytics. (2018, Jan. 30 – 2018, March 31).

• Entrance Page

• 26.7% of all visitor entrances (1st)

• Pageviews

• 226,881 total

• 14.8% of all pageviews (1st)

• Average Time on Page

• 1:13 (1:21 site average)

• Conversions with Pageview

• 1,382 Email Opt-ins (48.5% of site total)*

• 6,083 Partner Referrals (5.6% of site total)

• 458 “Book Now” Referrals (15.2% of site total)*

• 1,882 Destination Magazine Requests (35.5% of site total)*

HOMEPAGE PROMO ACTIVITY

• Impressions

• 65,403 (100% of homepage views)

• Clicks

• 1,168 total (0.5% of Let’s Go pageviews)

• 1.8% click-through rate (CTR)

• Average Time Page

• 0:46 (1:13 Let's Go average)

• Conversion Contribution*

• 13 Email Opt-ins (0.9% of Let’s Go total)

• 504 Partner Referrals (8.3% of Let’s Go total)

▪ 411 Website Link Referrals (9.4% of Let’s Go

total)

• 39 Destination Magazine Requests (2% of Let’s

Go total)

Source: Google Analytics. (2018, Jan. 30 – 2018, March 31).

SOCIAL MEDIA

PAID SOCIAL

Executive Summary

• Winter campaign ads

• 12M impressions

• + 1.2M engagements

• 18,000 new users liked the Experience Kissimmee

Facebook pages

• Over 500 leads for use in future email campaigns

• High engagement from Latin American and

Spanish audiences

• High performance and engagement from

promoted Pinterest pins

COMMUNICATIONS

DOCTORMIKE

VIDEO: VACATIONS ARE GOOD FOR YOU

YouTube

Experience Kissimmee

• Views: 136K

• Likes: 14

Facebook

Doctor Mike:

•Views: 22K

•Engagements: 1.8K

•Shares: 94

Experience Kissimmee

•Views: 24K

•Engagements 73

•Shares: 34

Twitter

Doctor Mike

•Views: 3.6K

•Retweets: 20

•Comments: 11

•Likes: 204

Experience Kissimmee

•Views: 24.8K

•Retweets: 20

•Comments: 7

•Likes: 118

Blog

Experience Kissimmee

•Page Views:

1,336

VIDEO: 7 SHOCKING, PROVEN HEALTH BENEFITS OF VACATION

YouTube

Doctor Mike

• Views: 560,257

• Comments: 485

• Likes: 2.9K

Facebook

Doctor Mike

• Shares: 53

• Engagements: 1.4K

Experience Kissimmee

• Shares: 30

• Engagements: 165

Twitter

Doctor Mike

• Retweets: 44

• Comments: 11

• Likes: 307

Experience Kissimmee

• Likes: 6

Blog

Experience Kissimmee

• Page Views: 485

• Average Time on Page: 2:40

147,802

Total Views

225,061

Total Views

63,945

Total Views

15,143

Total Views

EXPERIENCE KISSIMMEE & BUZZFEED

OVERVIEW

333,333

GUARANTEED

VIEWS

(PAID + ORGANIC)

451,951

TOTAL PROGRAM

POSTS VIEWS

36%above

guaranteed

28,581+

TOTAL FACEBOOK

ENGAGEMENTS

3.6K

REFERRALS TO

EXPERIENCE

KISSIMMEE’S WEBSITE

WINTERACTIVATION

ACTIVATION DETAILS

Dates: Feb. 17-19, 2018

Location: King of Prussia Mall –

Philadelphia

Activation Elements:

• 51’ x 36’ Footprint

• 7 Interactive Areas

• RFID-enabled triggers with guest

name personalization

• “Prescription for Wellness”

containing the RFID stickers

Promotional Efforts:

• Event landing page

• Location-based website light box

• Email invitation

• Facebook event page

• Local calendar postings

• Mall media: digital signs, standees,

social media, and mall website

VACATION STATION

9 Bedroom Designs & 3 Game Room Designs

Customized based on consumer survey answers

VACATION STATION

KEY RESULTS

• First time in Philadelphia market

• Approximately 1,800 visited the station

• 93% email opt-ins

• 32% of registrants interested in attractions

• 23% of registrants interested in luxury vacation homes when visiting Kissimmee

• 54% plan to travel with their family – indicating the perception that Kissimmee is

a great family-friendly destination

VACATION STATION ACTIVITY

Sources: Monetate.; Google Analytics. (2018, Feb. 9 – 19).

• Lightbox Impressions

• 10,686 (78.9% of target users)

• Event Pageviews

• 1,711 (5.5% of target total)

• Average Time Page

• 2:22 (1:19 target average)

• Conversion Contribution

• 13 Facebook Event Referrals (0.8% conversion rate)

SOCIALMEDIA

• Facebook Live

• 13,330 people reached

• Organic Facebook Posts

• 31,173 people reached

• 264 likes

• 33 comments

• 34 shares

• 927 Facebook page likes

• Website

• Over 400% growth in social referrals

from Philadelphia

• 30% increase in organic traffic to

the website from Philadelphia

SOCIAL MEDIA

• Instagram Story

• Impressions: 271,246

• Replies: 379

• Taps

• @experiencekissimmee:250

• King of Prussia Mall:723

• Instagram Post

• Impressions: 1,358,737

• Profile Visits: 10,606

• Website Clicks: 87

• Likes: 129,857

• Comments: 1,085 • Snapchat Filter

• 12.8K swipes

• 2.5K views • 262 uses

DIGITAL MARKETING

DATA COLLECTION

General Data Protection Regulation

• EU regulation protecting personal data of

all EU data subjects taking effect May 25,

2018

• Experience Kissimmee applying

principles and practices on global scale,

not just EU visitors

• Steps toward compliance include:

• Continual consumer data controller

and processor audit

• Privacy policy updates

• Internal procedure and policy

updates

• Consent and privacy management

experience development

Source: n/a

MEETING SALES

MEETING SALES SUCCESS

March 2018

March 2018

Leads Sent Requested Rooms Leads Sent

124 93,883 4% Decrease

Fiscal YTD

Leads Booked Contracted Rooms Leads Booked

57 17,674 38% Increase

Dscoop Unleashing Print 2019

Gaylord Palms Resort and

Convention Center

4,845 Total Room Nights

Lighthouse Chapel HJC

Partners Conference 2018

Omni Orlando Resort at

ChampionsGate

2,809 Total Room Nights

2019 NENA 9-1-1 Standards and Best Practice

Embassy Suites by

Hilton Orlando Lake Buena Vista South

940 Total Room Nights

SALES ACTIVITIES

EnVision 2018

March 14-16, 2018, Detroit, MI

22 one-on-one appointments

3 RFP’s; 6,191 potential total room nights (2019-2024)

650 attendees; 270 Experient, 380 Industry partners

2018 Showcase

March 6-8, 2018, Roanoke, VA

20 one-on-one appointments

5 RFP’s; 4,785 potential total room nights

250 attendees; 80 planners

Annual Partner Meeting

March 24-29, 2018, Los Angeles, CA

200 + CD Associates; 600 + Partners

Met with 50 CD Associates

72% of CD events: 25-499 attendees

SALES ACTIVITIES

8 ConferenceDirect Associates & Clients

4 Partners

Client Appreciation Event

March 23, 2018

COMMUNITYRELATIONS

EXPERIENCE KISSIMMEE CARES

Wild Flower Project

Shingle Creek Regional Park

• Experience Kissimmee Cares’ 3rd project of FY 17-18

• EK staff planted 1,700 wild flowers

• Beautification project in partnership with Osceola

County Parks & Land Development

• Donation & staff time value = $9,750

• Your Military Reunion Connection – Lake Co, IL – April 3-18, 2018

• EK Nordic Sales Mission – April 16-20, 2018

• ASAE Xperience Design Project – Washington DC – April 19-20, 2018

• Arabian Travel Show – Dubai April 22-26, 2018

• FSAE Sponsored Event – Tallahassee, FL – April 26, 2018

• HelmsBriscoe ABC – Orlando, FL – April 30-May 2, 2018

• WTM Brazil – April 30 - May 4, 2018

• African American Travel Conference (Family Reunions) – St Charles, IL – April 30-

May 2, 2018

• IPW – Denver, CO May 20-24, 2018

• National Travel & Tourism Week – May 6-12, 2018

• Kissimmee Cares Golf Tournament – May 9, 2018

• EK Mexico Sales Mission – June 4-8, 2018

KEYUPCOMING EVENTS

THANK YOU