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)
• 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
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