TOURISM PROMOTIONAL AGREEMENT REPORT › sites › default › files › Q4 20… · •TDT Collections increased 9.8% over same period a year ago • $12.73M in FY Q4 2017 vs $11.59M

TOURISM PROMOTIONAL AGREEMENT REPORT

JULY- SEPTEMBER2017

PRESIDENT & CEO REPORT

• TDT Collections increased 9.8% over same period a year ago • $12.73M in FY Q4 2017 vs $11.59M in FY Q4 2016

• Average Daily Rate (ADR) increased 2.5% over the same period a year ago

• $106.43 in FY Q4 2017 vs $103.83 in FY Q4 2016

• Occupancy Rate (OCC) increased 5.4% over the same period a year ago • 73.90% in FY Q4 2017 vs 70.11% in FY Q4 2016

• Revenue Per Available Room (RevPAR) increased 7.7% over same period a year ago.

• $78.92 in FY Q4 2017 vs $73.28 in Q4 2016

DESTINATION HEALTH INDICATORS

BY THE NUMBERS: PARTNER INVESTMENTSQUARTER 1 thru 3

FY 16/17 QUARTER 4

FY 16/17 YTD TOTAL

REVENUE $255,813 $215,134 $470,947

IN-KIND $295,147 $588,961 $884,108

CO-OP MARKETING

$805,780 $509,357 $1,315,137

FY 16/17 PRIVATE FUNDS: $2,670,192

INTERNATIONAL SALES & MARKETING

Brazil: • Trend VHC co-op

• Segue Viagem Magazine – August

• Direct Consumer Campaign • Brazil –April 10 to September 25

Canada: • Itravel 2000

• September through October 2017

• Voyages Gendron (ongoing) • July 2017 – June 2018

INTERNATIONAL MARKETING PROGRAMS16 MARKETING EFFORTS LAUNCHED

Northern Europe:• Jan Doets America Tours, NL –September, D-rt Groep,

Netherlands - September

• Style in Travel -Jun to Sept, TUI Nederland, NL – August to November 2017

• UStravel, NL – September 2017 to August 2018,

• My Planet, Denmark – September to October 2017

• AOB Travel, Sweden – September to October 2017

UK

• Ocean Holidays , United Kingdom –September 2017

HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS• Direct Consumer Campaign in Latin America

• Brazil, Argentina, Chile and Mexico –April to September 2017

• The campaigns ran in partnership with Visit Florida and Brand USA

• Campaigns included OOH, Digital media, Activations, Television and an OTA as a call of action to obtain actual room night sales

• Social Media in Mexico and Brazil was very efficient

• Facebook performed the best in both social display and video

• Brazilian users made 5x more social media engagements than Mexican users

• In Mexico, the Novela television integration and the mall activation coupled with a change in OTA partner fueled room nights to yield 116% more that last year’s

• Argentina performed extremely well totaling 8,558 room nights almost on par with Brazil

• Mexico’s room nights • 2016 - 3,423 • 2017 - 9,159

• Brazil’s room nights • 2016 -8,255 • 2017 -9,639

• Argentina room nights• 8,558

• Chile room nights• 1,128

HIGHLIGHTED INTERNATIONAL MARKETING PROGRAMS

Total campaigns investment from EK

$ 410,000

Total in-kind from OTA’s Brand USA and Visit Florida $443,631

INTERNATIONAL AND DOMESTIC SALES ACTIVITIES

• Canada: • SKAL Golf Tournament, Toronto - August 15• Mariposa Dinner Cruise, Toronto - August 17

Sunwing/Sell Off Vacations, Toronto - August 10• UK:

• Travel2/Gold Medal Sponsorship, London – July 20• Virgin Atlantic 25th Anniversary Event – Dublin

September 7 – 10 • Asia:

• China Sales Mission, Shanghai, Beijing –August 3-10 • Active America China Receptive Edition, San Gabriel (CA)

– September 12-15

• National:• Texas Band Masters, San Antonio Texas, July 21-22• SYTA (Student Youth Travel Association),

Albuquerque - Aug 25-29• Delta Vacations University, Atlanta, September 16-18• Orlando City Soccer Sponsorships, Orlando –September

27 & 30

27 TRADE SHOWS / MISSIONS / FAMS• Brazil:

• Trend Operadora trainings , Rio de Janeiro – July 3 to 6

• Brand USA Seminar, Porto Alegre –July 27

• Nhoque da Fortuna event, Rio de Janeiro –July 28

• Azul Viagens Florida Road-Show , Belo Horizonte, Goiânia

• Salvador and Recife – August 14 to 17

• Flytour training session, São Paulo, Campiñas & Santos –September 4, 12 and 14

• Casa do Agente Workshop– São Paulo September 20

• Latam: • Travel Agent’s Day Celebration, Aguascalientes –July 8

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

• Bedsonline Embajadores, Los Cabos - September 7 -10

• Dream Destination Webinars, Mexico - September 13 and 19

HIGHLIGHTED INTERNATIONAL AND DOMESTIC SALES

Yinglu Tian was hired on August 7, 2017

• Account Manager International Sales for a receptive tour operator, AmericanTours International

• In charge of business development in emerging markets such as Eastern Europe, Pacific Asia and Middle East

• Participated in different domestic and international trade shows, and familiarization trips

• Fluent in Mandarin Chinese • Graduated from Rosen College of Hospitality

Management at University of Central Florida Bachelor in Hospitality Management

MEETINGS & CONVENTIONS

YEAR-TO-DATE SUCCESS

July 1, 2016 – September 30, 2016 July 1, 2017 – September 30, 2017# All Leads Requested Rooms # All Leads Requested Rooms

296 212,961 361 309,026

Leads Booked Rooms Booked # Leads Booked Rooms Booked

83 38,457 121 73,853

Incentive Leads Booked July 1, 2016 – September 30, 2016 July 1, 2017 – September 30, 2017

IPTMIK Reunion Incentive IPTMIK Reunion Incentive

# Leads RoomsBooked

# Leads Rooms Booked



51 34,054 20 1,608 82 50,039 18 1,284

SALES ACTIVITY HIGHLIGHTSMasterMind Meeting Planning Training July 11-13 in Kissimmee, FL• 24 end-user meeting planners (majority medical related) from all over

US, Canada, and Saudi Arabia• Two-day education and networking at Florida Hospital Nicholson Center

and destination experiences with six partners• Planners received 15 CEU creditsConnect Marketplace August 21-23 in New Orleans, LA• 3,356 total attendees (1,500 planners)• 30 one-on-one appointments; Association market• 31 one-on-one appointments; Corporate market

ConferenceDirect CDX September 5-8 in Dallas, TX• 15 new ConferenceDirect Associates• Networking event with CD Associates and end-user clients

HelmsBriscoe Cares Classic September 17-20 in Geneva, WI• 100 top producing (book one million or more in business each year)

HelmsBriscoe Associates from throughout the country• Networking and relationship-building event

SALES ACTIVITY HIGHLIGHTSReunionsYour Military Reunion Connection July in Warwick, RI• 30 military reunion planners• 15 one-on-one appointments

4TH Annual Experience Kissimmee Family Reunion Workshop August in Kissimmee, FL• 32 pre-qualified reunion planners; 15 partners• Gospel Brunch at House of Blues Orlando &

Tradeshow

Washington Family Reunion September in Kissimmee, FL • Radisson Resort Orlando Celebration• 550+ people Total• Largest known reunion to date in Kissimmee!

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

Fully Launched on Sept. 6• Release Test Results

• A/B test between new and old site starting Aug. 8

• 25% increase in pageviews per session• 45% improvement in bounce rate

• Old Site• Content retained for archival purposes

until decommissioned on Sept. 30

NEW WEBSITE LAUNCH RESULTS

• Arrivals by Domestic Origin by Irma Period

• Pre: July 30-Sept. 6• During: Sept. 7-12• Post: Sept. 13-23

• Visitation Volume• Daily overnight arrival sample volumes

spiked during Irma• Pre: 273• During: 466• Post: 239

• Visitation Share• Clear shift in share to FL markets during

Irma

HURRICANE IRMA

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pre During Post

OUS

FL

Source: Visitation by Market Cluster. (2017). Arrivalist.

• Kissimmee and Flights to Orlando• Search queries peaked around Hurricane

Maria’s landfall• Queries from Puerto Rico benchmarked

against (and outperformed) New York, a top domestic market

• Implications• Will queries result in actual travel?• Will travelers stay in paid lodging or with

family?

• Result• Unknown impact on TDT collections• May result in adjusting Net Conversion

model if no TDT impact

HURRICANE MARIA

0

20

40

60

80

100

120

Kissimmee (NY) Flights to Orlando (NY)

Kissimmee (PR) Flights to Orlando (PR)

Source: Google Trends. (2017, September). Google.

https://trends.google.com/trends/explore?date=2016-01-01%202017-09-30,2016-01-01%202017-09-30,2016-01-01%202017-09-30,2016-01-01%202017-09-30&geo=US-NY,US-NY,PR,PR&q=kissimmee,flights%20to%20orlando,kissimmee,flights%20to%20orlando

Consumer Website

Leading Indicator August September October TOTAL Q4 FY 15-16

ADARA Hotel Revenue

Same-month$24,590.00 $ - $20,299.00 $44,889.00 $101,228.00

DM Requests Two-month 931 591 1,031 2,553 2,646

2+ Page Views Same-month 61,944 43,236 64,282 169,462 234,917Website Sessions

One-month163,671 93,260 147,762 404,693 618,588

Email Opt-ins Two-month 399 402 681 1,482 1,279ADARA Hotel

SearchesOne-month

6,266 740 2,980 9,986 16,937

WEBSITE STATS

Notes:• ADARA tracking codes fired improperly during September and October, negatively affecting

reported metrics in those rows marked *• DM Requests and Email Opt-ins remained strong despite decreased paid media and organic

search visits

*

*

SOCIAL MEDIA

• With the goal of driving attendance to Kissimmee during the Fourth of July weekend, the social media team developed a social media campaign that included:

• How to Celebrate the 4th of July in Kissimmee blog post. This blog post was shared on our EK website and across our social channels

• An infographic shared on Pinterest. It highlighted an array of foods, drinks and activities to be enjoyed during the 4th of July weekend

• Animated graphic (GIF) that highlighted some of the icons unique to Kissimmee. This graphic was shared on FB, Twitter and Instagram

FOURTH OF JULY SOCIAL CAMPAIGN

• An InstaMeet is essentially a big photo walk, where participants share their photos in real time on Instagram using a shared hashtag

• More than 300 unique photo and video assets featuring the Town of Celebration and our local partners were created at #InstaMeetKissimmee

• The hashtag was used 296 times on Instagram. The presence of several professional photographers at the event led to some high-quality asset creation for our partners, as well as the increased mentions of them on social

• Some of the best were featured on Experience Kissimmee’s Instagram account

• Some photographers sent assets via email, or posted albums on Facebook Event wall, with permission to publish while crediting their Instagram accounts

EXPERIENCE KISSIMMEE FIRST INSTAMEET

• Following Hurricane Irma’s passage over Florida, news and rumors about travel in the state began to swirl around the online community and tourism profession. What’s open? Is their power? Is their flooding? Is it safe?

• We set out to create a mini social campaign to set the record straight, distinguish ourselves from some of the harder-hit areas, and show that Experience Kissimmee and our regional partners are as great as ever—open for business, and open for vacations!

• By leveraging photos taken after Hurricane Irma on social media, and teaming up with a local lifestyle influencer, we were able to showcase our destination as open for business, and as beautiful as ever.

WE’RE BACK IN BUSINESS SOCIAL CAMPAIGN

• ‘We’re Open for Vacations’ Blog Post• On September 21 we published a blog post

which included a CrowdRiff gallery of user-generated content all taken in and around Kissimmee after Hurricane Irma.

• We also gave everyone a status update, letting them know the area is ready for visitors, and that we look forward to seeing them in Kissimmee!

• It was our 3rd most popular social media landing page for the month of September, having 138 sessions from social media, and our message reaching 17,222 people on Facebook.

‘WE’RE BACK IN BUSINESS’ SOCIAL CAMPAIGN (CONT.)

• Posts showing images taken in Celebration that very morning were shared on the popular #MondayMotivation hashtag on Facebook and Twitter

• Using Instagram Stories more snapshots from the area were shared, showing things were business as usual on this sunny Florida day


• Jeannette Kaplun, a popular social media lifestyle influencer from Miami, was contacted to do a tour of Kissimmee to highlight some of our partners and reinforce that the area is open for business as usual




SPORTS MARKETING &DEVELOPMENT

4TH QUARTER SPORTS

*Indicates a Projection

Kissimmee Sports Event Dates Facility Participants Spectators Total People

Room Nights

FIFPA World Cup 7/5-9, 2017 OHP 181 593 774 1,899

BigFoot Hoops Orlando Classic

7/12-16, 2017 OHP 1,690 1,451 3,141 2,011

*IMG Junior Golf 09/29-10/01,

2017Falcon's Fire 95 96 191 65

TOTAL - - 1,966 2,140 4,106 3,975

Totals for FY 16/17: 87,994 people / 63,149 room nights

4th Quarter Breakdown:

Total Events Serviced in FY 16/17: 316

4TH QUARTER SERVICES

Type of Event Serviced 1st Quarter 2nd Quarter 3rd Quarter 4th Quarter

Sports 15 15 10 5

Meetings 8 47 79 68

Partner Events 2 1 4 1

International 4 5 8 2

Marketing & Communications 4 3 8 2

Other Special Events & Grants 16 3 4 2

TOTAL 49 74 113 80

DESTINATION & EVENT SERVICES

Osceola County Welcome Center & History Museum

Quarterly Visitors: 1,532Increased 28.5% from 1,291 in 2016

July 2017: 717 (July 2016: 583)

August 2017: 522 (August 2016: 406)

September 2017: 293 (September 2016: 302)

Budget: $270,000 annually

Quarterly Visitor Profile• 49.71% from Florida

• 20.48% from United States (Other than Florida)

• 17.03% international visitors

• 12.79% miscellaneous

Quarterly Cost per Acquisition: $44.06

AID TO PRIVATE ORGANIZATIONS

Osceola County Welcome Center & History Museum

Pioneer Village Visitors/Groups/Facilities/Rentals: 843 (up 8.77% from 2016)

Quarterly Highlight

• OCHS started construction on the 1800’s Replica General Store. The Structure is funded through a Department of State Cultural Facilities Grant for $80,000 totaling a $160,000 project. The General Store ribbon cutting will be held on November 11, 2017 at 10:30 AM during the 26th Annual Pioneer Day event


Museum of Military History

Quarterly Visitors: 1,950July: 846 visitors

August: 699 visitors

September: 405 visitors

Budget: $150,000 annually

Quarterly Visitor Profile• 84% from US & Florida

• 16% international visitors, 109 from United Kingdom, 46 from South America, 17 from Germany and 10 from Canada

Quarterly Cost Per Acquisition: $19.23


Museum of Military History29 Unique Events, Including:• 4th of July at the Kissimmee Lakefront where the museum’s mobile trailer was present and over 75

guests visited for information on the museum during the event

• The museum hosted a Purple Heart Day Ceremony to honor Purple Heart Recipients from all wars. 65 guests attended and Dana Gow, a past state Commander of the Florida Military was the guest speaker. Many recipients were present including one who came from out-of-state

• The Museum attended Lakeview Elementary’s meet and greet where they had an information table and were visited by many of the 500 guests attending this event



Quarterly Update:• Summer art camps and theatre shows closed in

early August

• Hurricane Irma forced the closing of the first show of the 2017-2018 season which is reflected in the lower numbers in September

• Momentum will be gained now going into a new season of theater, classes and youth theater programs

July: 14 Events; 1,812 attendees

August: 5 Events; 1,186 attendees

September: 7 Events; 1,245 attendees

Quarterly Total: 26 Events; 5,488 attendees

Quarterly Cost Per Acquisition: $17.08

Osceola ArtsBudget: $375,000 annually

Tourism Enhancement Grants Budget: $218,000; 23 Events4th Quarter; Funds Disbursed to 2 Events/$30,000

• Celebration Community Services/Hearts of Reality/$10,000

• Florida Cattlemen’s Association/Statewide Ranch Rodeo/$20,000


COMMUNICATIONS

COMMUNICATIONS OVERVIEW

Total Mentions: 247

Sentiment: • 59% Positive

• 41% Neutral

• 0% Negative

Total Social Shares: 4,049

SEO Impact: Average

Mentions: • 78% United States

• 22% International

Street art, kayaks and a town called Celebration – the Florida you’ve probably never heard of• Outlet: Metro UK

• Readership: 11M

• Source: Media FAM

• Social Shares: 72

• Partners Mentioned: • Boggy Creek Airboat Rides• Columbia Restaurant• The Lakeside Bar + Grill at Bohemian

Hotel• The Paddling Center at Shingle Creek

TOP ARTICLES BY IMPACT

Most Epic Things to do in Kissimmee Florida • Outlet: Hippie in Heels

• Readership: 140K

• Source: Media Visit


• Partners Mentioned: • Bohemian Hotel Celebration

• Celebration Bike Rental

• Columbia Restaurant

• Holler & Dash

• Max Flight Helicopter Services

• Orlando Balloon Rides

• The Paddling Center at Shingle Creek

• Universal Orlando Resort


The Other Side of Kissimmee • Outlet: Go Magazine (AAA North Carolina)

• Readership: 1.1M

• Source: Media Visit

• Partners Mentioned: • Boggy Creek Airboat Rides• Capone’s Dinner & Show• Celebration Bike Rental • Columbia Restaurant • Gatorland• Melia Orlando Suite Hotel at Celebration • Morimoto Asia• Nadia’s Café • Sweet Escape Bakery & Deli • The Paddling Center at Shingle Creek


Orlando Tourist Attractions Declare They’re Back After Irma• Outlet: Orlando Sentinel & Sun Sentinel

• Readership: 2.2M

• Source: Media Relations



Media Visits

• Vince Graff, Daily Mail UK

• Kristy Tolley, AAA Carolinas GO Magazine

• Gill Smith, Scottish Sun

• Janel Case, A Mom’s Take

• Gabrielle Russon, Orlando Sentinel

• Jeannette Kaplun, Hispana Global

Influencer Visits

• Mark Thomas – Duh Itz Mark

Press Release

• What’s New This Fall in Kissimmee

MEDIA & PUBLIC RELATIONS

THANK YOU

Documents

TOURISM PROMOTIONAL AGREEMENT REPORT › sites › default › files › Q4 20… · •TDT Collections increased 9.8% over same period a year ago • $12.73M in FY Q4 2017 vs $11.59M