BOARD OF DIRECTORSMEETING

August 2018

PROJECTED COUNTY BUDGET

Fiscal Year 18/19 Net TDT Projection $50,152,578

EK Allocation (45% of total collection) $22,568,660

Less Ram Nationals Circuit Finals Rodeo Promotion ($1,500,000)

EK Projected Appropriation $21,068,660

Aid to Private Organizations ($1,755,340)

EK Operating Budget $19,313,320

PROJECTED EK BUDGET

Experience Kissimmee Revised2017-2018

Budget

*2018-2019 Budget

Personnel Services $4,270,000 $5,000,000

Advertising and Promotions $14,395,193 $12,925,962

Operating Expenses $1,300,731 $1,317,559

Capital Outlay $50,000 $69,799

Aid to Private Organizations $1,574,235 $1,755,340

TOTALS $21,590,159 $21,068,660

*Note: Budget figures presented to Osceola County as projection

BUDGET:EXPENSES BY DEPARTMENT

AID TO PRIVATE ORGANIZATIONS FUNDING

Organization/Activity Funding Support Description Budget Breakdown

Silver Spurs Inc. Aid to Private Org/sponsor for two rodeos annually $190,000.00

Kissimmee Valley Livestock Show & Fair Sponsorship/Marketing Agreement to promote the Osceola County Fair

$95,000.00

Museum of Military History Operating Expenses $150,000.00

Osceola Center for the Arts Operational support funding $442,654.00

Welcome Center (Historical Society) Operational support funding $330,000.00

Saint Cloud/Greater Osceola Chamber of Commerce

Informational Services for Domestic and International Visitors

$12,000.00

Kissimmee/Osceola Chamber of Commerce Informational Services for Domestic and International Visitors

$12,000.00

Kissimmee Gateway Airport Annual Advertising in key aviation publications $30,000.00

TDC Grants Program To provide marketing and promotional support to non profit and governmental agencies conducting special events that appeal to tourists

$462,686.00

Grants Surveys (6 @ $3000) $18,000.00

4th of July Events $13,000.00

Total $1,755,340

TDC GRANT PROGRAM

Organization Event Awarded

Caribbean Floridian Assn Caribbean Fusion Festival $25,000.00

CECF Wish Foundation Exotic Car Festival $25,000.00

Celebration Community ServicesOktoberfest

Now SnowingPosh Pooch

Hearts of Reality

$12,000.00$15,000.00

$7,500.00$15,000.00

Celebration Foundation Holiday Home Tour & Winter Wonderland

Concert Series

$3,000.00

$10,000.00

City of Kissimmee Sunshine Regional Chili Cook-OffKowtown Festival

Pride-Fest Kissimmee

$8,000.00$10,000.00

$8,000.00

City of St. Cloud PinktoberfestGreat Outdoors Day

Rockin’ The Cloud

$10,000.00$9,000.00

$20,000.00

TDC GRANT PROGRAM

Organization Event Awarded

Florida Cattlemen’s Association Statewide Ranch Rodeo $30,000.00

Give Kids The World Challenge For Hope $7,350.00

Kissimmee Main St.BOO! On Broadway

Kissimmee 5KSculpture Experience

$2,500.00$7,000.00

$12,000.00

Kissimmee Osceola Chamber of Commerce Toho Big Fish Blast Three Kings Day

Viva Osceola

$5,000.00$15,000.00$15,000.00

Miss Rodeo Florida Association Miss Rodeo Florida Pageant $8,000.00

Osceola County Historical Society Pioneer Day $15,000.00

Silvers Spurs Club, Inc. Silver Spurs Bull & Barrels $30,000.00

TDC GRANT PROGRAM

Organization Event Awarded

St. Cloud Chamber of Commerce St. Cloud Christmas ParadeEast Lake Festival

$8,150.00$8,150.00

St. Cloud Main St. St. Cloud Holiday FestivalSmokin Brews, Boats, BBQ

$8,500.00$10,000.00

St. Cloud Woman's Club Heritage Museum, Inc. Experience a Weekend of St. Cloud History $10,100

Team Kareem Memorial Foundation Team Kareem Walk $2,500

The Rotary Club of St. Cloud St. Cloud Rotary Spring Fling $13,000

Reserves Grant Funds FY18/19 Unused Funds $77,936

Total Grant Funds $462,686.00

PRESIDENT & CEOREPORT

BY THE NUMBERS – PARTNER INVESTMENTS

OCTOBER-JUNEFY 17/18

JULYFY 17/18

YTD TOTAL

REVENUE $202,539 $64,355 $266,894

IN-KIND $260,965 $51,384 $312,349

CO-OP

MARKETING$739,280 $1,420 $740,700

FY 17/18 PRIVATE FUNDS $1,319,943

$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

$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 2014/15Source: Osceola County TDC

INDUSTRY PARTNERRELATIONS

BY THE NUMBERS: INDUSTRY PARTNERS

Out of Business

(as of July 31)

4 Partners

CATEGORY PARTNERS

Places to Stay 217

Things to Do 172

Dining 175

Meeting Services 183

Shopping 29

Sports Facilities 11

Transportation 63

Visitor Services 4

TOTAL 854

NEW PARTNERS

NEW PARTNERS

Arrow Studio, LLC Meeting Services

Chandeliers Ballroom and Event Center Meeting Services

Hastings Ranch & Farm LLC Meeting Services

Kissimmee Diner Dining

Matador Tacos & Tapas Dining

Orlando StarFlyer Things to Do

Premier Piano Shows Dueling Pianos Meeting Services

Simon T. Bailey International Inc. Meeting Services

Tropical Palms Resort Places to Stay

EXPLORE KISSIMMEEMEDIEVAL TIMES DINNER & TOURNAMENT

INTERNATIONAL &DOMESTIC SALES

SALES MANAGER – NA & CANADA

• North American and Canadian Markets

• Act as a liaison between travel/trade professionals and area

properties and service providers in an effort to promote bookings

into the area

• In collaboration with international rep firms, work to identify

opportunities for tradeshows, sponsorships, Fams, and sales

missions

DIGITALMARKETING

TEST AND LEARN

Source: BlueConic

E-Newsletter Sign-Up Text

• Objective

• Determine whether the e-newsletter footer registration form CTA impacts e-newsletter registration rates

• KPIs

• E-newsletter registration rate

• Cells

• A: Amazing VACATION DEALS are just a sign-up away

• B: We make WOW-WORTH DEALS appear in your inbox

• C: We make EXCLUSIVE DEALS appear in your inbox

• Control: Sign up to RECEIVE EXCLUSIVE deals

• Results

• Launched Nov. 20, 2017

• Winner: We make EXCLUSIVE DEALS appear in your inbox

• 23.73% lift in primary KPI

ANALYTICS AND INCREMENTALITY

Length of Stay

• Objective

• Determine incremental impact of

digital touchpoints on length of

stay for Kissimmee visitors

• Results

• Incremental LOS for in-state

visitors remains stronger than

out-of-state

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Apr May JuneD

ay

s

Monthly LOS for Exposed/Unexposed

Unexposed - OUS Exposed - OUS Unexposed - FL Exposed - FL

nc

+13%

+11%

+15%

+5%

+13%

Source: Experience Kissimmee March Detailed Analytics. (2018, July). Net Conversion.

DATA COLLECTION

Welcome Streams Enabled

• Destination Magazine Requests

• Solicit E-Newsletter registration

• E-Newsletter Registrations

• Encourage blog readership

In Planning

• Trip Planner Authentication

• Welcome stream

• Marketing automation/triggers

• Content/product recommendations

for existing consented users

Source: n/a

MARKETING &BRAND STRATEGY

FOURTH OF JULY CAMPAIGN

Campaign Objectives:

• Generate awareness about the 4th of July events

happening in Osceola County.

Campaign Tactics:

• Blog post on EXPERIENCEKISSIMMEE.COM

• Paid social

• Display banners (desktop & mobile)

• Print

• Radio

• Infographic

Campaign Results:

• Osceola News-Gazette – 36K circulation

• Orlando Sentinel – 151K Impressions

• Orlando Weekly – 308K Impressions

• Paid social – 265K Impressions

• Radio – 154K Impressions

Total Campaign Impressions:

956K

PRINT AD

PANDORARADIO

DIGITAL BANNERS

INFOGRAPHIC

GIF

ECOTOURISM CAMPAIGN

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 Timing: May 14 - July 30, 2018

CAMPAIGN TACTICS

Digital:

• Landing pages on

EXPERIENCEKISSIMMEE.COM

• Display banners (desktop & mobile)

• Paid & organic social media

(Facebook, Twitter, Instagram,

Snapchat)

• Native advertising

• Online video

• Blogs

Communications:

• Matador Network

• Madden Media amplified storytelling

• Proactive media pitching

CRM:

• Flip.to campaign

Total Campaign

Impressions To-Date:

113M

COMMUNICATIONS

PUBLIC RELATIONS EFFORTS

48 Media Hits

• Orlando Sentinel

• Osceola News-Gazette

• Bass Angler Magazine

Media Visits

• July 27 – 30: Sunday World

• July 10 – 11: SparklesShinyLove

Press Release

• Fall Fun in Kissimmee

PR Efforts

• Pitched Fall/Halloween in

Kissimmee to 12 Publications

• USA Today

• Women’s Day

• Parents Latina

• Atlanta Parent

TOP ARTICLES

Quartos Temáticos nas Casas de Férias em Kissimmee

• Outlet: Aprendiz de Viajante

• Market: Brazil

• Readership: 41,171

Kissimmee, le paradis des maisons de vacanes

• Outlet: Le Journal de Montréal

• Market: Canada

• Readership: 1,368,343

• Social Shares: 223

UK IN-MARKET MEDIA VISIT

London

July 1-5, 2018

• VISIT USA Media

Marketplace

• 13 one-on-one

appointments with

top UK journalists

Co

nfi

den

tial

An

d P

rop

riet

ary

Info

rmat

ion

48,240

Total Views

36,522

Total Views

726,181

Total Views

589,173

Total Views

EXPERIENCE KISSIMMEE AND MATADOR

Co

nfi

den

tial

An

d P

rop

riet

ary

Info

rmat

ion

OVERVIEW

7,377,683

TOTAL

IMPRESSIONS

1,416,587

TOTAL

VIEWS

41,418+

TOTAL

ENGAGEMENTS

2.7K

REFERRALS TO

EXPERIENCE

KISSIMMEE’S WEBSITE

MEETING SALES

MEETING SALES SUCCESS

June 2018

JULY 2017

Leads Sent Requested Rooms

109 82,446

FISCAL YTD 2018

Leads Booked Contracted Rooms YOY Leads Booked

397 212,373 21%

FISCAL YTD 2017

Leads Booked Contracted Rooms

329 168,641

JULY 2018

Leads Sent Requested Rooms YOY Leads Sent

142 121,237 30%

May 2020

Central Florida Robotics First

Lego League Orlando

Invitational

Gaylord Palms Resort and

Convention Center

2,600 Total Room Nights

October 2019

American Association of

Individual Investors

Omni Orlando

ChampionsGate

1,905 Total Room Nights

January 2019, 2020, 2021, 2022

Shine Symposium

Embassy Suites by Hilton Orlando Lake

Buena Vista South

2,420 Total Room Nights

SALES ACTIVITIES

Annual Conference

July 11-13, 2018

Ft. Lauderdale, FL

Largest Attendance!

500 Florida Association

planners and industry suppliers

SALES ACTIVITIES

July 23-26, 2018

Las Vegas, NV

4,000 attendees – Record!

27 one-on-one appointments; 3 partners

Central Florida Education Day & Expo

July 19, 2018

Gainesville, FL

47 planners

Client Event

July 26, 2018

14 planners, guest, and partners

COMMUNITYRELATIONS

Education Foundation - Supply Drive 500

• EK staff donated school supplies

• 20,000 pieces with an estimated value of $6000

• Experience Kissimmee Excel-arators won 1st place in the

Small Business Division – Education Foundation

• EK created internal teams to increase friendly

competition amongst staff – Red Team Won!

Aug. 22-24, 2018 – MPI SES, Ponte Vedra Beach, FL

Aug. 23-25, 2018 – TBN Show, Rio de Janeiro, Brazil

Aug. 23-25, 2018 – Connect Annual Marketplace, Salt Lake City, UT

Aug. 30-Sept. 2, 2018 –Tom Joyner Family Reunion, Gaylord Palms

Resort

Sept. 4-6, 2018 – La Cita, Ft. Lauderdale, FL

Sept. 6, 2018 – ConferenceDirect Industry Insights, Chicago, IL

KEYUPCOMING EVENTS

Sept. 7, 2018 – EK Marketing Summit, Embassy Suites by Hilton

Orlando Lake Buena Vista South

Sept, 20, 2018 – MPI PYM, Dallas, TX

Sept. 22 - Oct. 2, 2018 – Argentina Sales Mission

Sept. 23-30, 2018 – India Sales Mission

Sept. 26, 2018 – PCMA SE Chapter Event, Island Grove Wine Company

at Formosa Gardens

Sept. 28, 2018 – MPI New Jersey Chapter Event

KEYUPCOMING EVENTS

Sept. 29, 2018 – Family Reunion Workshop, Kissimmee, FL

Oct. 19, 2018 – EK’s Annual Meeting and International Roundtables

Oct. 21-27, 2018 – China Sales Mission

Oct. 24-25, 2018 – RTO Orlando, Kissimmee, FL

KEYUPCOMING EVENTS

THANK YOU