board of directors meeting - experience kissimmee · 2020-01-06 · report. tdt collections year...

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