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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