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