board of directors meeting · 2018/19 2017/18 2016/17 2015/16 2014/15. by the numbers august 2019...
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BOARD OF DIRECTORS MEETING
OCTOBER 2019
PRESIDENT & CEO REPORT
BY THE NUMBERS-PARTNER INVESTMENTSPRELIMINARY REPORTING
OCT-AUG
FY 18/19
SEPT
FY 18/19
YTD TOTALS
FY 18/19
YTD TOTALS
FY 17/18
REVENUE $318,357 $67,806 $386,163 $246,321
IN-KIND $607,242 $104,217 $711,460 $429,243
CO-OP
MARKETING$1,341,176 $162,503 $1,503,679 $1,347,783
FY 18/19 PRIVATE FUNDS $2,601,301 $2,023,347
BY THE NUMBERS
$4,217,688
$4,411,772
$5,111,994
$5,201,817
$5,319,120
$7,137,385
$5,961,756
$4,789,571
$5,391,707
$5,674,838
$4,326,713
$2,500,000
$3,500,000
$4,500,000
$5,500,000
$6,500,000
$7,500,000
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
August 2019 TDT Breakdown
Hotels/Motels, 41.7%
Timeshare, 3.4%
RV Parks/Campgrounds, 0.5%
Vacation Homes, 54.4%
BY THE NUMBERS
Year-To-Date TDT Breakdown
Hotels/Motels, 44.8%
Timeshares, 3.6%RV Parks/ Campgrounds,
0.8%
Vacation Homes, 50.8%
BY THE NUMBERS
HOTEL/MOTELY/Y PERCENT
CHANGE
VACATION
HOME
Y/Y PERCENT
CHANGE
OCCUPANCY 55.6% -4.9% 62.5% -4.9%
ADR $76.71 1.1% $275.86 -2.8%
REVPAR $42.65 -3.8% $172.44 -7.6%
INDUSTRY PARTNER RELATIONS
BY THE NUMBERS: INDUSTRY PARTNERS
Out of Business:(as of Sept. 30)
4 Partners
CATEGORY PARTNERS
Dining 192
Meeting Services 219
Places to Stay 222
Shopping 27
Sports Facilities 11
Things to Do 182
Transportation 67
Visitor Services 6
TOTAL 926
NEW PARTNERS
PARTNER CATEGORY
Absolute Amusements Meeting Services
Bouquette by L Feliz Group Meeting Services
Cuba Libre Restaurant and
Rum BarDining
Island H2O Live! Things to Do
Main Event Entertainment Things to Do
Nathan’s Famous Dining
Orgova Vacation Homes Places to Stay
Signature Transportation Getting Around
The Mustard Seed of Central
FloridaMeeting Services
ONWARD PARTNER LUNCHEON
Onward Partner LuncheonEmbassy Suites by Hilton Orlando Lake Buena Vista South: Sept. 13, 2019
o Industry Partners in attendance: 250+
o Money raised for Community Vision: $900
o Presented Three-Year Strategic Plan
o Sponsored by Magic Development
BUSINESS APPLICATIONS & INSIGHTS
STRATEGICPLAN
MANAGEMENT
OUR REPORTING PLAN
o Monthly BOD reports (starting November)
• KPI updates
• 11 leading measures
• 90-day action plans for red and yellow measures
o Quarterly BOD reports (starting January)
• Full performance measure scorecard
• All 55 metrics
• Review and discuss any revisions
o Quarterly BCC reports (starting January)
• Prior three months’ KPI updates
STRATEGICPLAN
MANAGEMENT
OUR KEY PERFORMANCE INDICATORS
o Brand Awareness
o DMAP Accreditation
o Google Trend Search Index
• Domestic
• International
o Group Sales Leads Sent
o Group Sales Potential Room Nights
o Partner Investments and Non-Public Revenue
• Cash
• Co-Op
• In-Kind
o Sports Room Night Leads
o Tour Operator Room Nights
COMMUNITY RELATIONS
EXPERIENCE KISSIMMEE CARES
Kaboom! Playground BuildTropical Park: Sept. 24, 2019
o Assisted in securing food donations from partners
o Experience Kissimmee Staff: 15
o Industry Partner volunteers: 35
o Partnered with Commissioner Grieband Osceola County
INDUSTRY OF THE YEAR AWARD
St. Cloud Chamber of Commerce Annual BanquetBarney Veal Center: Sept. 28, 2019
o Won the 2019 Industry of the Year Award
COMMUNITY MEETINGS AND PRESENTATIONS
MONTH MEETINGS PRESENTATIONS
OCTOBER 20 2
NOVEMBER 26 1
DECEMBER 24 0
JANUARY 17 1
FEBRUARY 24 2
MARCH 22 0
APRIL 22 1
MAY 24 13
JUNE 10 1
JULY 15 0
AUGUST 23 4
SEPTEMBER 19 3
TOTAL 246 28
INTERNATIONAL & DOMESTIC SALES
FAM & INTERNATIONAL MARKETPLACE
Chinese Receptive FAM Kissimmee, FL: Sept. 11-15, 2019
o Chinese Receptive Tour Operators: 11
o Visited 8 accommodations and 3 local attractions
International MarketplaceKissimmee, FL: Sept. 13, 2019
o Hosted international marketplace for industry partners, including:
• China: 11
• India: 1
• Japan: 2
o Each partner had 15 appointments
o Local partners participated in International Marketplace: 11
TRADE SHOWS
La Cita De Las AmericasOmni Orlando Resort at ChampionsGate: Sept. 4-6, 2019
o Appointments scheduled: 44
o Catered to the LATAM Market
o Partners participated: 16
Brand USA Travel Week Europe 2019London, UK: Sept. 9-12, 2019
Brand USA India Sales Mission 2019Chennai, Delhi & Mumbai: Sept. 9-12, 2019
Delta Vacations University Trade ShowDetroit, MI: Sept. 21-22, 2019
SALES MISSION
Canadian Sales MissionMoncton, Ottawa, Toronto & Winnipeg: Sept. 23-27, 2019
o Hosted network signature events with presentations and one-on-one appointments
o Partners included:
• Boggy Creek Airboat Adventures
• Reunion Resort & Golf Club
• SeaWorld Parks & Resorts Orlando
• Tuscana Resorts
• Walt Disney World Resort
• Westgate Towers Resorts
• Wild Florida Airboats & Gator Park
MEETING SALES
MEETING SALES SUCCESS
Sources: Experience Kissimmee CRM
Contracted Rooms YTD increased by 66% YOY
FISCAL YTD 2017/2018
LEADS
BOOKED
CONTRACTED
ROOMS
451 249,837
FISCAL YTD 2018/2019
LEADS
BOOKED
CONTRACTED
ROOMS
YOY LEADS
BOOKED
505 413,405 12%
MEETING SALES SUCCESS
SEPTEMBER 2018
LEADS SENTREQUESTED
ROOMS
161 137,289
SEPTEMBER 2019
LEADS SENTREQUESTED
ROOMS
YOY LEADS
SENT
122 198,058 -24%
Sources: Experience Kissimmee CRM
FUTURE MEETINGS BOOKED
Sources: Experience Kissimmee CRM
2024 2025 2026 2027 Total
BOOKED MEETINGS 3 8 5 1 17
CONTRACTED ROOM
NIGHTS5,094 22,586 18,101 3,246 49,027
Booked through Incentive Beyond Sept. 30, 2024
MEETINGS & CONFERENCES
March 2020
Meals & Beverage Sales
Meeting
Omni Orlando Resort at
ChampionsGate
1,305 Total Room Nights
September 2021
HomeGoods Store
Manager’s Conference
Gaylord Palms Resort and
Convention Center
3,372 Total Room Nights
May 2020, 2021
IC&RC Semi-Annual Meeting
November 2020, 2021
IC&RC Annual Meeting
Grand Orlando Resort at
Celebration
560 Total Room Nights
MEETING SALES ACTIVITIES
Tom Joyner Family ReunionGaylord Palms Resort & Convention Center: Aug. 29-Sept. 3, 2019
o Inquiries for future meetings and reunions collected at booth: 272
o Partners participated: 15
o Total room nights actualized: 2,596
MARKETING & BRAND STRATEGY
Visits: 1.9MNew Visits: 1.88MSessions: 2.5M
Sources:o Direct: 82,886
o Display: 205,389
o Email: 14,287
o Offline: 6,088
o Organic Search: 427,915
o Other: 5,359
o Other Advertising: 192,582
o Paid Search: 507,409
o Referral: 29,648
o Social: 465,874
Notable Goal Completions:o Newsletter Sign Ups: 4,911o Partner Link Outs: 198,281o Partner Listing Views: 2.5M
FY 18-19 Traffic Sources
Paid Search Social
Organic Search Display
Other Advertising Direct
Referral Email
Offline Other
DIGITAL OVERVIEW
*From July 2019
Q4 TOP-PERFORMING CREATIVE
Top VideoEcotourism
Top VideoWalt Disney World Resort
Top SocialEvergreen
Top BannerSeaWorld Parks &
Resorts Orlando
Efforts will strive to drive a 10% increase in website visitation and destination visitation
MARKETING FOCUS FOR FY 19-20
2. Reach key domestic
consumer profiles
o Family First
o Hearth & Home
o Insta-worthy Vacationers
o On-the-Go Suburbia
o Opportunity Makers
o Single-and-Mingle
3. Focus on Key Air & Drive Markets
& Introduce New Air Travel Markets
o Atlanta
o Boston
o Chicago
o Dallas
o Detroit
o Hartford o Houston
o Jacksonville
o Miami
o Minneapolis
o New York
o Philadelphia
o Tampa
o Washington, D.C.
1. Brand Refresh
o Introduce new
campaign
concept
o New photography
o New video assets
SOCIAL MEDIA
SOCIAL WEB TRAFFIC
*Previous Period Comparison – September
*Previous Period Comparison – September
*Previous Period Comparison - September
*Previous Period Comparison - September
SEPTEMBER EVENTS
Halloween Horror Nights
o Facebook Live: 3,500 video views
o Instagram stories: 1,400 reach
o Live tweets: 20,900 impressions
o Partner: Universal Orlando
Resort
SeaWorld: Break The Ice
o Facebook Live: 22,600 video views
o Instagram stories: 1,100 reach
o Live tweets: 9,800 impressions
o Partner: SeaWorld Parks &
Resorts Orlando
Epcot International Food
& Wine Festivalo Instagram stories: 1,100 reach
o Live tweets: 8,300 impressions
o Partner: Walt Disney World
Resort
COMMUNICATIONS
PR EFFORTS
Media FAMso Domestic:
• Angie Away (Influencer)• Find Us Lost (Influencers)
o International: • ABC Mundial (Argentina)• Influencer FAM (China)• Rolling Stones Magazine (Mexico)• Viajar pelo Mundo (Brazil)
Media Missiono Canada
• Hosted 27 media in Toronto
Media Mentions in September : 48o Argentina: 11o Brazil: 1o Canada: 15o Mexico: 10o UK: 4o U.S.: 7
Press Releaseo Give the Gift of Experience Kissimmee
TOP ARTICLES
Marvellous Land of Margaritas
o Market: UK
o Online Reach: 11 million
o Outlet: The Sun
Kissimmee quick…I need a margarita
o Market: UK
o Online reach: 3 million
o Outlet: Daily Star
Dream-home fantasies become a reality inside these luxury vacation homes in Kissimmeeo Market: Domestic
o Online reach: 2 million
o Outlet: WTVT Fox 13
SPORTS DEVELOPMENT
SPARTAN RACE
Spartan Race Kissimmee City SprintKissimmee, FL: Sept. 14, 2019
o Total participants: 3,600*
o Total Room Nights: 1,263*
o Total Economic Impact: $373,630*
*Estimated
UPCOMING EVENTS
Nov. 4-6 WTM London – London, UKNov. 7-11 Festuris Show – Gramado, BrazilDec. 1-6 International Rep Firms FAM – Kissimmee, FL Dec. 5 Holiday Networking Event – Margaritaville Resort, Kissimmee, FLDec. 12 Explore Kissimmee – Gaylord ICE, Gaylord Resort
THANK YOU!