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BOARD OF DIRECTORSMEETING
MARCH 2018
Grow and Diversify the Tourism Economy
Through Marketing
Grow and Diversify the Tourism Economy
Through Sales
Enhance Industry Partner Engagement
Ensure EK’s Brand Promise is Executed
Ensure Cost Effective and High Performing
Operation
STRATEGY KEY
PRESIDENT & CEOREPORT
BY THE NUMBERS – PARTNER INVESTMENTS
OCTOBER THRU JANUARY FY 17/18
FEBRUARYFY17/18 YTD TOTAL
REVENUE $27,605 $9,826 $37,431
IN-KIND $148,648 $29,867 $178,515
CO-OPMARKETING
$298,339 $29,224 $327,563
FY 17/18 PRIVATE FUNDS $543,509
BY THE NUMBERS – JANUARY TDT COLLECTIONS
Hotel/Motel44.6%
Timeshares3.4%
RV Parks/Campgrounds1.4%
Vacation Homes50.6%
January TDT collections ($5.03M vs. $3.78M) increased 33.1% Y/Y
BY THE NUMBERS – YTD TDT COLLECTIONS
TDT collections ($18.5M vs. $15.3M) increased 21% YTD over last year
Hotel/Motel, 48.7%
Timeshares, 3.2%
RV Parks/Campgrounds, 1.4%
Vacation Homes, 46.8%
BY THE NUMBERS – TDT TAX COLLECTION YEAR/YEAR
$4,175,545
$4,324,123 $4,966,763
$5,032,259
$3,509,285
$3,711,778
$4,301,130 $3,781,133
$4,373,774
$5,544,857
$5,147,348
$4,122,188 $4,419,618
$4,973,810
$3,781,765
$3,976,506
$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
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
TDT Collections Y/Y 2014- 2017
2017/18 2016/17 2015/16 2014/15
Source: Osceola County TDC
BY THE NUMBERS – VISITOR PROFILE
INDUSTRY PARTNERRELATIONS
BY THE NUMBERS: INDUSTRY PARTNERS
Out of Business (as of February 28)
1 Partner
CATEGORY PARTNERS
Places to Stay 224
Things to Do 175
Dining 178
Meeting Services 174
Shopping 30
Sports Facilities 9
Transportation 64
Visitor Services 4
TOTAL 858
BY THE NUMBERS: NEW PARTNERS
NEW PARTNERS
Hawthorn Suites by Wyndham Places to Stay
Movebooth Meeting Services
Orlando Charter Bus Company Getting Around
Vacation By the Mouse Places to Stay
POP-UP NETWORKING
Total Attendees: 36
140th SILVER SPURS RODEO
Simpleview Onsite Training
Two Sessions Total Attendees: 26
PARTNERNET TRAINING
INTERNATIONAL &DOMESTIC SALES
CONNECT TRAVELMARKETPLACE
Hyatt Regency Orlando, February 18-20, 2018
Connect Travel Marketplace is a new international travel show designed to
address specific industry needs.
• Product development sessions
• Educational programs to inspire and inform industry leaders in a rapidly
evolving global market
• 300+ international tour operators
• Largest delegations were from China and Argentina
Experience Kissimmee sponsored 11 Partners:
• Each Partner had 50+ appointments throughout the two-day show
• EK hosted FAM event before (34 buyers) and after (17 buyers) the event for tour operators from China
MICE INDIA FAM
MICE India FAM – February 7-12, 2018
The network of Indian MICE Agents (NIMA) is a conglomeration of MICE operators from various parts of India. NIMA consists of over 150 members with over 30% of members from Tier 2 and Tier 3 cities.
• Hosted 14 members from NIMA, primarily business owners and decision makers
• The group stayed at the Fairfield Inn & Suites by Marriott
• EK hosted a mini tradeshow
• 15 partners were invited to host one-on-one appointments
• FAM group met with Michelle Moore to learn about Kissimmee as a MICE destination
• The group visited 14 properties throughout the destination, including theme parks, unique dining experiences, shopping locations and vacation homes
UK EFFORTS
To celebrate the launch of the new Fast & Furious - Supercharged
attraction coming this spring to Universal Studios Florida, Syfy
channel is running an exclusive UK- and Ireland-wide Experience
Kissimmee sweepstakes.
DIGITAL MARKETING
TEST AND LEARN
Source: n/a
Blog Content Recommender System
• Objective:
• Determine which approach to blog
content recommendations has the
greatest positive impact on visitor
engagement
• KPIs:
• Blog visitation
• Cells:
• A: Business Rules
• B: Collaborative Filtering
• C: Content-based Filtering
• D: Hybrid Method
• Control: No Recommendations
• Results:
• Test still in progress
ANALYTICS AND INCREMENTALITY
Length of Stay
• Objective:
• Determine incremental impact of digital
touchpoints on length of stay for
Kissimmee visitors
• Results:
• Consistent lift since October
• Impact appears to vary seasonally
between interstate (OUS) and intrastate
(FL) visitors
0
1
2
3
4
5
6
Oct Nov Dec JanD
ays
Monthly LOS for Exposed/Unexposed
Unexposed - OUS Exposed - OUS Unexposed - FL Exposed - FL
+11%
+20%
+6%
+14%
+3%
+14%+7%
+13%
Source: Experience Kissimmee January Detail Analytics. (2018, February). Net Conversion.
DATA COLLECTION
Trip Planner Authentication
• Phase 1 (email address authentication) in progress
• User adoption of authentication will determine
when and if Phases 2-4 are executed
• In-depth reporting of saved ideas
• SSO
• Salesforce integration
Source: n/a
PERSONALIZATION
Blog Content Recommender System
• Objective:
• Determine how the personalized delivery
of an email opt-in lightbox impacts opt-in
rates and other site engagement metrics
• KPIs:
• Email opt-in rates
• Cells:
• Holdout: Random Assignment and Control
• Personalization: Intelligent Assignment
• Results:
• Evaluation still in progress
Source: n/a
2017 HSMAI Gold Adrian Award Winners
• Hospitality Sales & Marketing Association International
(HSMAI) annually recognizes excellence in travel
advertising, digital marketing, public relations, and the
leaders behind the work with the prestigious Adrian
Awards.
• Experience Kissimmee was the recipient of the 2017
HSMAI Gold Adrian Award in Digital Marketing for the
Experience Kissimmee website.
AWARDS & ACCOLADES
SOCIALMEDIA
2017 HSMAI Gold Adrian Award Winners
• HSMAI’s 2017 Adrian Awards Dinner Reception and
Gala was held February 20, 2018, at the New York
Marriott Marquis, recognizing inspiring best practices
in sales and marketing for the hospitality industry.
• Also in the Digital Marketing category, Experience
Kissimmee was the recipient of the 2017 HSMAI Gold
Adrian Award for Social Media.
AWARDS & ACCOLADES
SOCIAL MEDIA | REFERRALS
• Referrals from our EK social channels increased by 779% during the month of February. Paid campaigns were big drivers of this increase.
• Twitter referrals increased by 1071%
• Pinterest referrals increased by 48%
SOCIAL MEDIA | ENGAGEMENT
• EK ranks second for social media engagement (above Orlando for total Facebook engagement)
• On Instagram, EK continues to rank third for engagement in our landscape
• On Pinterest, EK ranks second for engagement with a 188% increase compared to last month
SOCIAL MEDIA | SOCIAL LISTENING
• During February 1-28, 2018, EK had a total of 27K social media mentions
• The majority of EK mentions are from the United States (90%)
• Our second-highest contributor of mentions is the U.K. (2%), followed by Canada (1%)
• The share of mentions remained consistent month-over-month with the exception of Ecuador, which dropped from 1% to 0%
• While the overwhelming majority of mentions are positive—people enjoying their vacations, shouting out what a fun time they’re having, or giving day-to-day updates, about 1% of social traffic during February was negative. Most of it was unrelated to Experience Kissimmee — people complaining about traffic and weather
SOCIAL MEDIA | EMOJI ANALYSIS
• The emoji analysis continues to give a bird’s-eye view of all the emojis people use when tweeting about Experience Kissimmee and our partners. While not as reliable as referral numbers, it gives a useful overview of the images people associate with our destination, which can be a useful tool (for example, if we suddenly see an increase in angry face or trash emojis, it may be an indicator that something negative has occurred).
• The top image cloud portrays the most-used emojis in reference to Kissimmee during the month of February. The second image cloud portrays the results for the month of January.
• Top trending: Fire (used with tweets for various reasons), Heart (tweets about Valentine’s Day or users describing their vacation), and Eyes (referencing ‘Hey Rookie’)
MEETING SALES
MEETINGS SALES YTD SUCCESS
LEADS SENT
Fiscal YTD(February 2017)
Fiscal YTD (February 2018)
# of Leads Requested Rooms # of Leads Requested Rooms
111 63,943 117 103,727
LEADS BOOKED
Fiscal YTD (February 2017)
Fiscal YTD (February 2018)
# of Leads Contracted Rooms # of Leads Contracted Rooms
29 13,651 40 14,778
Highlighted Incentive Bookings
• July 2020 Southeast Building, Gaylord Palms Resort
and Convention Center – 1,920 Total Room Nights
• October 2020 IWCS Annual 2021, Gaylord Palms
Resort and Convention Center – 1,120 Total Room
Nights
• April 2019 IMCO Annual Convention, Omni Orlando
Resort at ChampionsGate - 1,010 Total Room Nights
SALES ACTIVITIES
HelmsBriscoe Appreciation Event
February 8, 2018
• Hosted at TOPGOLF
• 12 HB Associates & Clients
• 3 Meeting Hotel Partners
2016 vs 2017 Production
• Booked Revenue: +69% YOY
• Booked Room Nights: +50% YOY
SALES ACTIVITIES
2018 Destination ShowcaseFebruary 13, 2018Washington, D.C.
• 965 meeting planners
• EK met with 100 planners
• Partner Participation: Embassy Suites
Lake Buena Vista South
• Sponsored: Kissimmee Zone & DJ
SALES ACTIVITIES
CSR Activity & Team building
CDX 2018February 27 - March 2, 2018 Chicago, Illinois
• 150 attendees
• Top ConferenceDirect Associates,
Association Customers, and Partners
MEETING SALES COMMUNICATIONSFebruary 1, 2018 - Launched Meetings Industry Articles and Content
SPORTS MARKETING&
DEVELOPMENT
AMERICAN YOUTH FOOTBALL & CHEER
New five-year agreement: 2018-2022 Agreement
• Dates:
• December 2-9, 2018
• December 8-15, 2019
• December 6-13, 2020
• December 5-12, 2021
• December 4-11, 2022
• Location
• AYF: Austin Tindall Sports Complex
• AYC: Osceola Heritage Park
• In excess of $8 million in economic impact per year
• Over 19,500 room nights projected per year
March 1-3, 2018
• 250 Florida High Schools represented
• 672 student athletes
• 4,052 projected room nights (up from 3,871 total room nights in 2017)
FHSAA WRESTLING FINALS
NEW STRATEGIC PARTNERSHIPS
SPORTGATE International
• International event management and sports marketing agency
• Founded in 2014
• Consults with luxury brands, tourism boards, rights holders and class venues
who require sponsorship and event expertise
Event Deal
• Chestertons Polo In The Park
CHESTERTONS POLO IN THE PARK
Hurlingham Park - London, UK
• Sponsor of Team Kissimmee
• Schedule of Events
• June 8, 2018 – International Friday
• June 9, 2018 – Ladies’ Day
• June 10, 2018 – Family Day & Finals
Experiential Marketing Activation
• Sponsorship includes:
• Official Destination Partner designation
• Hospitality tickets
• Tannoy announcements and advertising video
• Venue branding
Top Customer Profiles
Young Adults
Families With Children
Empty Nesters
POWERBOAT P1
P1 AquaX European Series Title Sponsorship
• Integrated logo on all branding
• International and national television broadcast
• Activation space and VIP hospitality
• St. Cloud/Kissimmee event
• Event program, PR and marketing integration
• Digital and social media exposure
• PA Announcements
• Official EK P1 AquaX Sponsored Rider
P1 Le Bouveret Event
• Integrated Event Logo
• Title Sponsor for 2-day, spectator friendly motorsport weekend
• VIP Hospitality
• Trade Stand Activation
• Official event sponsored Jetcross Rider
Spectator Attendance Series Date
Expected in 2018
South of France AQX, JX April/May 4,000
Torquay, England AQX April 14 2,000
Agon-Coutainville, France
AQX June 9-10 6,000
Lake of Eau d’Heure, Belgium
JX June 23-24 2,000
Porthcawl, Wales AQX July 7-8 2,000
Vichy, France JX July 21-22 6,000
Minehead, England AQX August 4-5 4,000
Le Bouveret, Switzerland
JX (TITLE
SPONSORSHIP)
August 25-26 3,000
Port Balis, Spain AQX October 20-21 10,000
Paris, France JX September 15-16
3,000
2018 AquaX Events – Europe - EK Sponsorship 2018 Powerboat P1 Races - U.S. - EK Sponsorship
Spectator Attendance Series Date
Expected in 2018
P1 Miami AQX, SSTK
April 21-22 5,000
P1 Kissimmee AQX, SSTK
May 12 5,000 (BBQ Festival Partnership)
P1 Jacksonville SSTK June 2 4,000
P1 St. Pete Beach AQX, SSTK
June 16-17 10,000
P1 Sarasota AQX, SSTK
June 30-July 1
80,000 (Block Party & Event
Weekend)
P1 Whiting AQX August 4-5 3,000
P1 Chicago AQX, SSTK
September 1-2
10,000
P1 North Point AQX August 18-19 3,000
P1 Fort Lauderdale AQX November 17-18
10,000
• Winter Consumer Campaign – Canada, January 8 - March 30, 2018
• Winter Consumer Campaign – Domestic, January 22 - March 31, 2018
• Christian Management Conference Association – Roanoke, VA March 6-8, 2018
• ITB - Berlin March 7-11, 2018
• Envision 360 – Detroit, MI March 14-16, 2018
• SGMP Sponsored Lunch – Gainesville, FL March 15, 2018
• MPI NEW JERSEY CHAPTER EVENT – March 21-22, 2018
• PCMA SE Chapter Event – Orlando, FL March 23, 2018
• Runaway County Client FAM – March 23, 2018
• China Brand USA Mission – March 25-23, 2018
• ConferenceDirect Annual Partner Meeting – Los Angeles March 24-29, 2018
• EK Nordic Sales Mission – April 16-20, 2018
• Arabian Travel Show – Dubai April 22-26, 2018
• WTM Brazil – April 30 - May 4, 2018
• IPW – Denver, CO May 20-24, 2018
• EK Mexico Sales Mission – June 4-8, 2018
KEYUPCOMING EVENTS
THANK YOU
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