BOARD OF DIRECTORS REPORT AUGUST 2017 · KEY UPCOMING EVENTS • MPI SEC, August 16 -19, 2017 –...
Transcript of 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