BOARD OF DIRECTORS MEETING February 2019
BOARD OF DIRECTORSMEETING
February 2019
PRESIDENT & CEOREPORT
TDT COLLECTIONS YEAR OVER YEAR
Sources: Osceola County Tax Collector
4,217,688
4,411,772
5,111,994
$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
2018/19 2017/18 2016/17 2015/16 2014/15
BY THE NUMBERS: MONTHLY TDT COLLECTIONS
Sources: Osceola County Tax Collector
December TDT Collections increased ($5.1M vs. $4.9M) 2.92% YOY
Hotel/Motel, 47.8%
Timeshare, 3.5%RV Parks/Campgrounds, 0.9%
Vacation Homes, 47.8%
BY THE NUMBERS: YTD TDT COLLECTIONS
Sources: EK Research Department
YTD TDT Collections increased ($13.7M vs. 13.4M) 2.04% YOY
Hotel/Motel, 48.7%
Timeshares, 3.1%RV Parks/
Campgrounds, 0.9%
Vacation Homes , 47.3%
Destination Health Indicators
DEC 2018 HOTEL/MOTELY/Y PERCENT
CHANGEVACATION
HOMEY/Y PERCENT
CHANGE
OCCUPANCY 66.6% -4.3% 67.4% 38.8%
ADR $93.56 5.4% $352.74 18.0%
REVPAR $62.21 .9% $237.60 63.8%
Sources: Smith Travel Research, AirDNA
BY THE NUMBERS – PARTNER INVESTMENTS
OCTOBER-DECEMBER
FY 18/19
JANUARYFY 18/19
YTD TOTAL FY 18/19
YTD TOTAL FY 17/18
REVENUE $26,049 $0 $26,049 $27,620
IN-KIND $179,656 $41,092 $220,748 $183,441
CO-OP
MARKETING$229,175 $0 $229,175 $276,132
FY 18/19 PRIVATE FUNDS $475,972 $487,192
PRELIMINARY REPORTING
BUSINESS APPLICATIONSAND INSIGHTS
STRATEGIC PLANNING
Recently Completed
• Dec. 31: RFP Distribution
• Jan. 22: Selection
Upcoming Milestones
• Feb.-May: Discovery
Tentative Milestones
• May 17: Board Retreat
• June 21: Board Approval
• Sept. 2: Submission to County
• Oct. 1: Launch
Source: n/a
MARKETING TECHNOLOGY
Marketing Workflow Automation
• Office 365 Integrations
• Online form requests and approvals
• Collaboration beyond the inbox
• Task boards and project management
• Net Impact
• Avoids extra platform fees
• High level of customizability
• Increases productivity and accountability
• Next Steps
• Evaluate needs in other departments
Source: n/a
INDUSTRY PARTNERRELATIONS
BY THE NUMBERS: INDUSTRY PARTNERS
Out of Business
(as of January 31)
0 Partners
CATEGORY PARTNERS
Places to Stay 221
Things to Do 178
Dining 178
Meeting Services 200
Shopping 26
Sports Facilities 11
Transportation 64
Visitor Services 4
TOTAL 882
NEW PARTNERS
NEW PARTNERS
E Squared Meetings and Events Meeting Services
Hands On Orlando Meeting Services
Isole Villas Places to Stay
Small World Tours Getting Around
Southern Dream Vacation Rentals Places to Stay
Technisch Creative Meeting Services
The Hunter Arms Hotel Places to Stay
Tortilla Rica Cantina and Grille Dining
EXPLORE KISSIMMEE AT GIVE KIDS THE WORLD
3rd ANNUAL EXPERIENCE KISSIMMEE CARES GOLF CLASSIC
Sponsorship Opportunities Available:
• Getaway Guru
• Breakfast Sponsor
• Beverage Cart Sponsor
• Signage Sponsor
• Hole Sponsor
• Premium Hole Sponsor
INTERNATIONAL &DOMESTIC SALES
JANUARY 25 – 27, 2019
Consumer Show
• 5550 Exhibitors
• 170+ destinations from across the globe
• 30K+ travelers and industry professionals
Partner Participation
• Wild Florida
• Orlando Tree Trek Adventure Park
• Pirates Dinner Adventure
• CLC Regal Oaks Resort
• Magic Village Yard
626 people participated in our giveaway drawing
AMERICAN BUS ASSOCIATION
January 25-29, 2019
• More than 3,500 tour operators, suppliers and
exhibitors that come together to kick-off a new year
of business opportunity and growth
• 21 appointments with motor coach tour operators
FAMS
January 13 -18, 2019
• 10 buyers from China
• 3 Top OTAS (Ctrip, Tuniu and Zuzuche)
• 7 wholesalers from Beijing, Shanghai
and Guangzhou region
Partner Participation
• Red Lion Maingate
• Holiday Inn SW Celebration
• Margaritaville Hotel and Cottages
• Encore Resort
• Omni Championsgate Orlando
• Red Lion Lake Buena Vista South
• Comfort Inn Maingate
WEPLAY YOUTUBE CHINESE REALITY SHOW
The film crew we hosted this past summer launched first
online episode on December 10, 2018 in China. The second
episode aired on January 15, 2019 and had 35,620,000 views.
Kissimmee properties covered in the second episode
• Magic Village Yard
• Gatorland Adventure Park
• Pegasus Transportation
• Island Grove Winery
• Wild Florida Airboat and Gator Park
• Medieval Times Dinner and Tournament
LATAM CAMPAIGN RESULTSApril - October 2018
Trade Partners:
• Brazil – Decolar
• Mexico - Best Day Travel
• Colombia – Price Travel
• Argentina & Chile – Despegar
Target Audience: Ages 24-54 (families with/without children)
• Campaign included digital and social drivers (display, video,
Facebook, & Instagram)
• Top 5 hotel producers: Clarion Suites, Celebration Suites, Quality
Inn and Suites East Gate, Ramada Gateway Orlando and Seralago
Hotel and Suites Main Gate East
EK investment $ 268,000
Matching /In-kind $ 509,000
Room Nights 42,214
Economic Impact $ 14,184,000
SOCIAL MEDIA
SOCIAL REFFERALS
• Social Referrals Growth
• 247% over last quarter
• 293% year over year for Q1
• Facebook Leads Referrals
• 108,548 (94%) of all sessions
• Mobile Referrals Dominate
• 90% of all sessions
SOCIAL MEDIA KEY STATS
MARKETING &BRAND STRATEGY
INTENT
QUALIFIED AUDIENCES
BROAD REACH
CONVERSION
KPIs: Reach, Search Demand
DELIVER BROAD REACH
KPIs: View-influenced visits, Search Demand
TARGET QUALIFIED AUDIENCES
KPIs: Linkouts, Destination Magazine Downloads, Email Signups
ASSIST CONSIDERATION
KPIs: Partner Linkouts
CAPTURE CONVERSION
THE FUNNEL
MEDIA ROLES IN THE CONSUMER JOURNEY
TOPLINE CAMPAIGN DETAILS
STRATEGY: Influence consumers from primary markets to visit Kissimmee for their holiday vacation
MEDIA COST: $706K
TIMING: October 17th - January 7th
KEY MESSAGING HIGHLIGHTS● More to offer in Central Florida - Eco
tourism, animal encounters, local festivals
● Kissimmee is your home for the holidays● Emphasize short distance from Orlando &
variety of accommodation types
HOLIDAY CREATIVE - AWARENESS
HOLIDAY CREATIVE – DISPLAY & SOCIAL
HOLIDAY CREATIVE - SEARCH
TOPLINE WEB TRAFFIC
Holiday Campaigns drove 219,508 Visits,
resulting in a 58% lift to Existing Traffic. Visitors
from Holiday Campaigns viewed 7% more pages
per visit, and were more likely to convert.
PAID MEDIA BREAKOUT
● Spend: $706K
● Impressions: 92.9M
● Clicks: 510K
● CPC: $1.39
● Conversions: 11.8K
● Cost/Conv: $60
● Views: 1.6M
● VIVs: 221.7K
● Cost Per VIV: $3.19
Spend By Tactic
Awareness efforts drove the majority of spend,
generating the most impressions and clicks.
Prospecting was the most efficient tactic with the
lowest CPC.
ADARA & ARRIVALIST
APMU (Arrivals Per 1,000 Unique Users) by
Publisher
via Arrivalist
Adara recorded 894 Hotel Bookings during the Holiday Campaign. Per Arrivalist, Bing was the most efficient Publisher, generating 19 Arrivals per thousand users at a 1.6% Arrival Rate. Trip Advisor generated the most Arrivals at 30 per thousand users.
CREATIVE ANALYSIS
Awareness
Platform: Facebook
Prospecting/Direct Response Search
Platform: Bing
Prospecting/Direct Response Display
Platform: Google
COMMUNICATIONS
PR EFFORTS
Media Mentions in January (19)
USA (-)
Brazil (5)
Argentina (6)
Canada (5)
UK (-)
Mexico (3)
Press Releases
• Spring Itinerary (Intl)
Media FAMs (1)
• Simone (Brazilian Celebrity)
TOP ARTICLES
Dream Job Diary: DT Minich
• Outlet: WeRAddicted
• Market: Canada
• UMV: 200,000
Kissimmee in 2019
New Hotels, Restaurants and Festivals !
• Outlet: Panrotas
• Market: Brazil
• UMV: 3.1M
• Print: 12K
The City of Kissimmee and What’s
New in 2019
• Outlet: Brazil Travel News
• Market: Brazil
• Print: 45K
Kissimmee em 2019: novos
hotéis, restaurantes e
festivais10/01/2019 13:50 | Marcos Martins
Divulgação/ Experience Kissimmee
International Media Market Place &New York Times Travel Show Media Visits:
• CBS this Morning
• Martha Stewart Living
IMM:
• 23 meetings with travel writers,
journalists and bloggers
NT Times Travel Show :
• New trends in the travel media industry
Brazilian CelebritySimone
Total Likes: 1.2 M
Shares: 7,025
Stories Views: 4.5M
Followers (Simone): 16.3MFollowers (Kaka): 2M
MEETING SALES
MEETING SALES SUCCESS
FISCAL YTD 2018
Leads Booked Contracted Rooms YOY Leads Booked
117 103,694 23%
FISCAL YTD 2017
Leads Booked Contracted Rooms
95 51,558
JANUARY 2018
Leads Sent Requested Rooms YOY Leads Sent
135 103,806 22%
JANUARY 2017
Leads Sent Requested Rooms
111 56,082
FUTURE MEETINGS BOOKED
2024 2025 2026 2027 Total
Booked Meetings 3 4 3 1 11
Contracted Room Nights 5,094 10,289 11,721 3,246 30,350
Booked through Incentive Beyond September 30, 2024
September 2019, 2020, 2021
NPTC National Safety
Conference
Omni Orlando ChampionsGate
1,100 Total Room Nights
September 2026
Kubota Connect
Gaylord Palms Resort and
Convention Center
7,900 Total Room Nights
May 2024
USGIF GEOINT Symposium
Gaylord Palms Resort and Convention Center
6,200 Total Room Nights
SALES ACTIVITIES
January 11, 2019
Mecum Car Auction Planner Event
Five Planners
Kissimmee, FL
Five Kissimmee Hotels
2,641 total reported booked room nights in Kissimmee
SALES ACTIVITIES
January 29-31, 2019
Greensboro, NC
Sponsored Pocket Schedule
280 Faith-based planners
Two partners: Westgate Resorts and
Embassy Suites Lake Buena Vista South
• 10 RFPs
• 6,285 total projected room nights
January 30, 2019
Chicago, IL
Sponsored Education Session
• 150 association planner registrations
KEYUPCOMING EVENTS
• February 13 Destination Showcase, Washington, DC
• February 18-20 CONNECT Orlando, Kissimmee
• February 27 MPI NE Chapter Event, Westfield, CT
• March 3-7 ConferenceDirect Annual Partner Meeting, Atlanta, GA
• March 4-8 Colombia Sales Mission
• March 13 Florida Tourism Day, Tallahassee, FL
• March 13-15 Experient Envision 360, Las Vegas, NV
• March 19-21 Brand USA Mega FAM from Brazil
• March 21-24 Ram National Circuit Finals Rodeo, Kissimmee
• March 22-24 Country Thunder, Kissimmee
• March 27 PCMA SE Chapter Event, Disney Springs, Orlando, FL
• April 4 Global Meetings Industry Day Event, Washington, DC
GOOD OF THE ORDER
THANK YOU