board of directors report august 2017 · key upcoming events • mpi sec, august 16 -19, 2017 –...

BOARD OF DIRECTORS REPORT

AUGUST 2017

STRATEGIC PLAN GOAL KEY1. Grow and Diversify the Tourism Economy Through Marketing

2. Grow and Diversify the Tourism Economy Through Sales

3. Enhance Industry Engagement

4. Ensure EK’s brand promise is executed

5. Ensure Cost Effective and High Performing Operation

PRESIDENT & CEO REPORT

BY THE NUMBERS: PARTNER INVESTMENTSOCTOBER THRU

JUNEFY 16/17

JULYFY 16/17 YTD TOTAL

REVENUE $255,814 $2,872 $258,686

IN-KIND $295,147 $7,323 $302,470

CO-OP MARKETING

$805,780 $4,400 $810,180

FY 16/17 PRIVATE FUNDS: $1,371,336

BY THE NUMBERS: MONTHLY TDT COLLECTIONSJune TDT Collections ($4.42M vs. $4.15M) increased 6.6% y/y

RV Parks/Campgrounds,0.7%

Timeshares,3.2%

Vacation Homes,47.4%

Hotels & Motels,48.8%

BY THE NUMBERS: FY TDT COLLECTIONSTDT collections ($38.9M vs. $37.1M) increased 4.8% YTD over last year

RV Parks/Campgrounds,1.1%

Timeshares,3.9%

Vacation Homes,46.6%

Hotels & Motels,48.4%

BY THE NUMBERS: VISITOR PROFILE

BY THE NUMBERS: INDUSTRY PARTNERSCATEGORY PARTNERS

Accommodations 220

Attractions & Activities 169

Dining & Nightlife 181Meeting Services 185Retail 32Sports Facilities 9Transportation 65Visitor Services 6

TOTAL 867

Out of Business (as of July 31)

Attraction & Activities- 1

NEW PARTNERS

Academy Bus - TransportationAndretti Indoor Karting & Games – Attractions &

ActivitiesChevy’s Fresh Mex – Dining & Nightlife

House of Blues (music venue) – Attractions & Activities

Kapp & Kappy Bed & Breakfast – AccommodationsMargaritaville Resort Orlando – Accommodations

Runaway Beach Resort by Magical Memories –Accommodations

Universal’s Volcano Bay™ - Attractions & Activities

BY THE NUMBERS: NEW PARTNERS

INTERNATIONAL & DOMESTIC SALES

MEXICO’S NEW EFFORTSSending our “Welcome” message loud and clear• Gran Plan co-op

• Training Seminar where we discussed:

• Advantages of staying in the Kissimmee area

• Attractions, entertainment and tour options

• Gran Plan presented the Kissimmee packages they are promoting, as well as flights to Orlando

San Antonio Texas, July 21-22• Trade show attendees were band directors, and students

• Trade show exhibitors were tour operators, DMOs/hotels, and vendors selling to band directors

Kissimmee Industry partners who also registered as exhibitors:• Fairfield Inn & Suites Orlando/Kissimmee

• Medieval Times Dinner & Tournament

• Radisson Resort Orlando-Celebration

• Ramada Gateway

• Seralago Hotel & Suites

• Springhill Suites Orlando Kissimmee

• Universal Orlando Resort

TEXAS BAND MASTERS

MARKETING & BRAND STRATEGY

Mini-Campaign launched June 22 – July 4• Grant funds allocated to market events in:

• Kissimmee Lakefront Park• Celebration Town Center• St. Cloud Lakefront

• Promoted local activities and events as well as places to stay

• Bohemian Hotel Celebration• Omni Orlando Resort At Championsgate• Reunion Resort

• Target Markets• Osceola• Orange

4TH OF JULY CAMPAIGN

4TH OF JULY CAMPAIGNAll activations lead toExperienceKissimmee.com/Freedom

• Digital:• EK Website• Orlando Weekly• Orlando Sentinel• Pandora• StackAdapt Blog Syndication

• Social Paid Ads:• Facebook• Twitter• Instagram• Pinterest

• Print:• Osceola News Gazette

Despite a later start to paid media, total visitation increased 48.3%• Peaked on July 4

• Visitation dominated by new visitors• Organic Search saw highest share and greatest volume of return visitors• Pandora

• Impressions 154,511, • Clicks 170

• Orlando Sentinel • Impressions 138,973• Clicks 108

• Orlando Weekly• Impressions 270,410• Clicks 2,449

4TH OF JULY CAMPAIGN

DIGITAL MARKETING

Officially Launched Aug. 8• Release Test

• A/B test among new visitors between old and new sites

• Quantify impact of investment and efforts

• Scaling up over time to 100% of visitors

• Full Release• 100% of visitors before end of August• Decommission old site by Sept. 30

NEW WEBSITE LAUNCH

Digital Marketing Platform for Intelligent Customer Journeys • Automation

• Welcome streams• Drip campaigns• Trigger communications

• Segmentation• Tailor content to audience with dynamic fields

• Integration• Talks with BlueConic and other platforms for

cross-channel consistency

SALESFORCE MARKETING CLOUD

MEETINGS & CONVENTIONS

Highlighted Incentive Bookings

• 2017 Temenos Client Conference, Gaylord Palms – 1,789 Total Room Nights

• 2017 Florida Sherriff’s Association, Omni Orlando Resort at ChampionsGate – 1,038 Total Room Nights

• 2018 DIGARC, Omni Orlando Resort at ChampionsGate – 1,000 Total Room Nights

MEETINGS & CONVENTIONS YTD SUCCESS Leads Sent

Fiscal YTD (July 2016)

Fiscal YTD (July 2017)

# of Leads

Requested Rooms

# ofLeads

Requested Rooms

92 64,941 101 80,629

Leads BookedFiscal YTD (July 2016)

Fiscal YTD (July 2017)

# of Leads

Contracted Rooms

# ofLeads

Contracted Rooms

26 12,675 34 10,947

SALES ACTIVITIESJuly 11-13, 2017

• Hosted 24 end-user meeting planners (majority medical related) from all over US, Canada, and Saudi Arabia

• Two-day training at Florida Hospital Nicholson Center and destination experiences

• Planners received 15 CEU credits

SALES ACTIVITIES

Dear Michelle & TeamThanks for passing all the info along!Cindy and I had a fantastic time and were very impressed with all the touches you had done to make our training great.You did a great job at showcasing Kissimmee and how its way more than just Disney! You are fantastic at what you do. We want to come up with some reason to have an event in Kissimmee just so we could work with you!Megan RobinsonCorporate Event Planner, Ontario

Hi, Michelle,Thank you so much for your hospitality during the MasterMind event. AND, you went above and beyond!I look forward to working with you again in the future. Please keep my contact information and let me know if you are in Memphis so we can get together.Very best regards,MargieMargie Herring | Event Manager, Professional Education| Advanced Surgical Devices |

SALES ACTIVITIESFlorida Meeting Planner FAM July 21-22, 2017

• Hosted 7 HB Florida based meeting planners and 2 clients

• Educational tour of meeting properties and destination paired with Orlando City Soccer game

• Participating Partners: • Charter About Transportation• Embassy Suites Lake Buena

Vista South• Gaylord Palms Resort• Omni ChampionsGate• SeaWorld Orlando

Florida Meeting Planner FAM

July 21-22, 2017

SALES ACTIVITIES

Dear Jadeine & Team,Thank you for an amazing whirlwind FAM over the weekend that really opened my mind to some of the best that Kissimmee has to offer! It is so great to see everything up close and personal and to experience the excitement that our clients and attendees will also experience.It turns me into an Ambassador for Kissimmee! Thank you and your team for all the planning that goes into an event like this…you make it look easy!!I look forward to repaying you in booked business soon. I will make sure to source you on Cvent when the leads come through.Cheers!Paul O. Steen Director, Global AccountsHelmsBriscoe

SALES ACTIVITIES FSAE Annual Conference Palm Beach, FL - July 12-14, 2017

• 12 meeting planner meetings; 5 partners attended:• Embassy Suites Lake Buena Vista South• Omni ChampionsGate

• Gaylord Palms Resort & Convention Center

• Reunion Resort• Westgate Resorts

• RFP: Feb 2018 for 810 total room nights• 2017 Conference App Sole Sponsor

SGMP Central Florida Education DayGainesville, FL - July 20, 2017

• Met 7 NEW meeting planners; 1 partner (Radisson Resort Orlando – Celebration)

• RFP: March 2019 for 410 total room nights• RFP: Feb 2018 for 810 total room nights

FSAE ANNUAL CONFERENCE2017 APP SPONSORSHIP REPORT

APP ADOPTION

USER ACTIVITIES337 - Handouts Downloaded

354 - Session Surveys

509 - Comments

1,414 - Bookmarks

1,486 - Status Updates

1,780 - Photos

3,577 - Likes

EXPERIENCE KISSIMMEE BRANDING

App Loading ScreenExperience Kissimmee Info Tab with Logo IconKissimmee Explorers Game Tab

GAME SIGNAGE - EXAMPLES

PRIZES REWARDED10 Kissimmee Gift Bags Awarded Randomly

Winners notified publicly in the app Activity Feed

SALES ACTIVITIESFSAE Education Day Raffle Winner Social Media Posts

Partners represented in prize package:• Gatorland• Medieval Times• Radisson Orlando Celebration Resort• Wild Florida Airboats & Gator Park

Raffle Winner:Amanda Bowen, VP, Nancy d. Stephens & Associates, LLC.

Partner in Attendance:Radisson Orlando Celebration Resort

SALES ACTIVITIES - REUNIONS

Washington Family Reunion• Radisson Resort Orlando, Celebration• 550+ people • Largest known reunion to date in

Kissimmee!

SALES ACTIVITIES - REUNIONS

July 23-26, 2017Warwick, RI• 30 Planners/15 Reunions – 15 one-on-one

appointments• 3 RFP’s – 360 room nights in 2019

Your Military Reunion Connection

SPORTS DEVELOPMENT & MARKETING

Fédération Internationale de Powerchair Football Association July 5-9, 2017

• Top 10 international power soccer teams in the world

• 1,800+ room nights

• More than 94,000 online views of the opening ceremonies and competition

FIPFA WORLD CUP

COMMUNICATIONS

COMMUNICATIONS OVERVIEW• July Total Mentions: 41• Sentiment:

• 35% Positive• 65% Neutral

• Total Social Shares: 549• SEO Impact: Average• Mentions:

• 58% U.S. • 42% International

024681012141618202224

Total Mentions

• 8 Affordable Vacation Rentals Your Kids Will Love, CBS News

• Media Relations

• 7 Weird & Awesome Day Tours That Are Worth The Trip, Bustle

• Media Relations

• Working in Tandem: Orlando and Kissimmee, Canadian Traveller

• Media FAM

• Fab Florida has the edge, Irish Independent

• Media FAM

TOP PUBLISHERS BY IMPACT

KEY UPCOMING EVENTS• MPI SEC, August 16-19, 2017 – Ponte Vedra, FL

• Connect Annual Marketplace (Corporate, Association), August 21-23, 2017 – New Orleans, LA

• Travel Media Showcase August 22-25 – Charlotte, NC

• La Cita Show, August 29-31, 2017 – St. Petersburg, FL

• MPI Plan Your Meetings Event, August 30, 2017 – New York City, NY

• India Sales Mission, India, September 10 -15th

• Active America China Receptive Edition September 13 -14th

THANK YOU