tourism promotional agreement report€¦ · intenational marketing programs asia jan. 15, 2019...

JANUARY – MARCH 2019

TOURISM PROMOTIONAL AGREEMENT REPORT

PRESIDENT&

CEO REPORT

FY 2019-2020 2ND QUARTER REPORT

Sources: EK Research Department

January – March 2019 TDT Collections

Increased ($17.6M vs. $16.7M) 5.48% YOY

Hotel/Motel, 44.8%

Timeshares, 3.9%RV Parks/ Campgrounds, 1.1%

Vacation Homes, 50.2%

DESTINATION HEALTH INDICATORS

DESTINATION HEALTH INDICATORS

2018 2019 % Change

January $5,032,259 $5,201,817 3.37%

February $4,982,497 $5,319,120 6.76%

March $6,726,954 $7,137,385 6.10%

January – March 2019 TDT Collections

Increased ($17.6M vs. $16.7M) 5.48% YOY

Sources: EK Research Department

INTERNATIONAL & DOMESTIC SALES

Trade Shows/Missions/FAMs/TrainingsTotal 28

UNITED STATES• Jan. 25-27 – The New York Times Travel Show – New York

• Jan. 25-29 – American Bus Association – Louisville

• Feb. 3-6 – International Inbound Travel Summit – Savannah

• Feb. 20-22 – Connect Travel Marketplace – Kissimmee

• Feb. 21-24 – Military Base Travel Shows – Hurlburt Field & Eglin AFB

• Mar. 14-16 – Military Base Travel Shows - NAS Mayport, Kings Bay,

and NAS Jacksonville

• Mar. 19 – Military Base Travel Shows – Maxwell AFB

• Mar. 20-22 – Military Base Travel Shows – Albany- MCCS, Robins

AFB, and Moody AFB

INTERNATIONAL & DOMESTIC SALES ACTIVITIES

INTERNATIONAL &DOMESTIC SALES

ACTIVITIES

CANADAMar. 25-29 – Canadian Travel Agent FAM – Kissimmee

ASIAJan. 13-18 – China FAM – Kissimmee

Mar. 11-23 – Brand USA Sales Mission – Beijing, Shanghai, and

Guangzhou

Mar. 26-28 – Active America China – Anchorage, Alaska

UNITED KINGDOMMar. 18-22 – EK Sales Mission – UK & Ireland

NORTHERN EUROPEFeb. 1-7 – Netherlands/Delta FAM – Kissimmee

Jan. 9-13 – Vakantiebeurs 2019 – Utrecht, Netherlands

COLOMBIAFeb. 14-19 – AEA Explorer/Valencia College Event – Bogota

Mar. 4-8 – EK Sales Mission – Medellin & Bogota

BRAZILMar. 13-22 – Brand USA Mega FAM – Kissimmee


MEXICOJan. 26 - Feb. 3 – American Airlines /Viajes Riva FAM – Kissimmee

Feb. 4-8 – Theme Parks Roadshow – Aguascalientes, San Luis Potosi

Mar. 4 – Expo Mayoristas Training – Merida

Mar. 4-6 – Expo Mayoristas Roadshow – Merida and Puebla

Mar. 8 – HotelDo Tour 2019 – Queretaro

BRAZILFeb. 12 – Orienter Seminar – Fortaleza

Mar. 14 – Braztoa – Sao Paulo

Mar. 25-28 - New Age Roadshow – Rio de Janeiro

Mar. 28-29 – UGART – Porto Alegre

Mar. 19-22 – Brand USA Mega FAM – Kissimeee


SALES PROGRAM

HIGHLIGHTS

BRAND USA BRAZILIAN MEGA FAM

Mar. 13-22, 2019

• EK partnered with Brand USA and Copa Airlines to host

a multi-destination FAM trip to the U.S.

• 67 travel agents and 10 tour operators from various

regions of Brazil participated

• A five-destination itinerary ended with a grand finale

celebration in Kissimmee

INTENATIONAL MARKETING PROGRAMS

ASIAJan. 15, 2019 – WEPLAY YouTube Chinese Reality Show – China

NORTHERN EUROPEJan. - Feb. – Thomas Cook-NE, The Nordics

Jan. - Feb. – Dreams Travel/Style Travel – Netherlands

Jan. - Mar. – Tenzing Travel/The Travel Club – Netherlands

Dec. 2018 - Jan. 2019 – Jan Doets America Tours – Netherlands

Jan. - Dec. – Discover America Nordic Magazine – The Nordics

Aug. 2018 - Mar. 2019 – AOB Travel, Sweden

MARKETING PROGRAM

HIGHLIGHTS

WEPLAY YOUTUBE CHINESE REALITY SHOW

Launched first online episode for WEPLAY YouTube Chinese Reality

Show on Dec. 10. The second episode aired in China Jan. 15 and

received more than 35.6M views.

Featured Partners:• Magic Village Yards

• Gatorland

• Pegasus Transportation

• Island Grove Wine Company at Formosa Gardens

• Wild Florida Airboats & Gator Park

• Medieval Times Dinner & Tournament

BUSINESS APPLICATIONS& INSIGHTS

STRATEGICPLANNING

Purpose

• Comprehensive and Actionable with KPIs

• Framework for Accountability and Reporting

Outcomes

• Stakeholder Buy-in

• Team Engagement and Agility

Plan Structure

• Vision (BOD Support)

• Strategic Objectives (Executive Team)

• Organizational Goals (Production Team)

• Initiatives (Managers)

• Action Items (Production and Managers)

Completed

• Dec. 31: RFP Distribution

• Jan. 22: Selection

• Feb.-May: Discovery

• Research Review

• Production SWOT

• Board Interviews and Surveys

• Partner Satisfaction

In Progress

• May 17: Board Retreat

Upcoming

• June 21: Board Approval

• Sept. 2: Submission to County

• Oct. 1: Launch

STRATEGIC PLANNING PROGRESS

KNOWLEDGEMANAGEMENT

Research and Reports

• Proprietary Documents

• Moved from EKCVB.COM to password-protected EKPARTNERNET.COM

• Public Documents

• Remain on EKCVB.COM

Marketing Workflow Automation

• Office 365 Integrations

• Online form requests and approvals

• Collaboration beyond the inbox

• Task boards and project management

• Net Impact

• Avoids extra platform fees

• High level of customizability

• Increases productivity and accountability

• Next Steps

• Evaluate needs in other departments

MARKETING TECHNOLOGY

Updated Threshold 360 Contract

• Content Used in Website Listings

• Custom maps for meetings sales, blog content, and other uses

• Allows for Premium Capture

• Higher quality photography

• Multiple “step” experiences

• Increased Work Order Limits

• Recapture based on season, updates, and other needs

• Experience Kissimmee branded uploads to Google Maps

360° ASSET COLLECTION

SOCIAL MEDIA

SOCIAL REFERRALS

• During FY19/Q2, social referrals grew substantially. • 323,472 total sessions, resulting in a 159% increase compared to Q1• 144% increase year-over-year

• Facebook remains the predominant source of social media traffic, accounting for 99% of all sessions.

• 91% of users access social media via a mobile device.

KPIs

In FY19/Q2, we saw improvements across our KPIs for all stages of our visitors’ path to purchase.

*Compared to previous Quarter

JANUARY

#PlanforVacation - Influencer

Campaign

Working with influencers to promote

Experience Kissimmee increased our

following across all social channels.

Notably, our Instagram grew 14% in three

days following the campaign launch.

Perez Hilton, Doctor Mike, Tinkerbelle the

dog, and Divergent Travelers were a few of

the influencers we worked with to bring

awareness and engagement to the

#PlanforVacation influencer campaign.

Through coordinated efforts, influencers

have been an effective partnership in

growing our reach.

FEBRUARY

Twitter Chat

In February, we hosted our first Twitter Chat.

We saw great results by connecting with a live

audience. The chat generated 3,183 tweets

from 96 participants, reaching over 1.2M

people.

Our partnership with @MomTrends as a co-

host allowed us to engage with our followers

and tap into new audiences. In Q3, we

continue to look for ways to leverage

partnerships and connect with existing and

new followers.

Highlighting Personal Stories

Personal stories of individuals sharing

their Kissimmee adventures was the top

performing content in March.

Jennifer Lynn Adams shared her visit to

Kissimmee and highlighted the incredible

wheelchair accessibility at Gatorland.

Followers shared her excitement by re-

tweeting, posting to Instagram Stories, or

sharing on their Facebook feeds. Her

posts were seen over 80,000 times across

all platforms, with our Instagram Stories

having the most engagement of any

stories in the past year.

In Q3 we continue to use UGC to share

visitor experiences and build authenticity

between the brand and our followers.

MARCH

MEETING SALES

MEETING SALES SUCCESS

FISCAL YTD 2018/2019

Leads Booked Contracted Rooms YOY Leads Booked

260 218,237 9%

FISCAL YTD 2017/2018

Leads Booked Contracted Rooms

239 113,540

Q2 2019

Leads Sent Requested Rooms YOY Leads Sent

451 459,495 21%

Q2 2018

Leads Sent Requested Rooms

373 300,281

MEETING SALES SUCCESS

Contracted Rooms

Fiscal YTD 2017/2018 Fiscal YTD 2018/2019

113,540 218,237

92% Increase in

Contracted Rooms YOY

FUTURE MEETINGS BOOKED

2024 2025 2026 2027 Total

Booked Meetings 3 5 3 1 12

Contracted Room Nights 5,094 12,155 11,721 3,246 32,216

Booked Through Incentive Beyond September 30, 2024

SALES ACTIVITIES

Mecum Car Auction Planner Event• Jan. 11, 2019

• 5 Planners and guests

• 2,641 total reported booked room

nights in Kissimmee

Destination Showcase• Feb. 13, 2019

• Washington, D.C.

• Sponsorship: branded

directional signage

• Met with 42 meeting planners

Envision• Mar. 12-15, 2019

• Las Vegas, NV

• 650 attendees; 24 one-one-one

appointments

• 17 potential RFPs through 2023

• Sponsored Business Showcase –

Destination Presentation

• Seven partners participated in raffle

prize

SPORTS MARKETING& DEVELOPMENT

2ND QUARTER - KISSIMMEE SPORTS COMMISSION

Kissimmee Sports Event Dates Facility Participants Spectators Total People Total Room Nights

ABA Ram Truck Series 01/12/2019 Kissimmee Lakefront Park 187 111 298 57

Sand Dollar Gymnastics 01/18-20/2019 Osceola Heritage Park 278 420 698 504

Battle Orlando 01/18-20/2019 Austin-Tindall Sports Complex 7,137 6,343 13,480 9,142

Men’s Senior Baseball 01/18-21/2019 Osceola County Baseball 242 25 267 462

Black Softball Circuit 01/19-20/2019 Osceola County Softball 858 117 975 610

Orlando Dolphin Gymnastics 01/25-27/2019 Osceola Heritage Park 73 128 201 163

Pylon 7v7 01/26-27/2019 Austin-Tindall Sports Complex 2,046 980 3,026 906

Perfect Game 01/26-27/2019 Osceola County Softball 175 219 394 1,600

Major League Fishing 01/29-02/03/2019 Kissimmee Lakefront Park 80 300 80 1,735

Fishing League Worldwide 02/07-10/2019 Kissimmee Lakefront Park 363 158 521 1,784

PFX Spring Games 02/18-04/01/2019 Osceola County Softball 9,099 * 7,077 * 16,176 * 15,000 *

GPS Soccer Super Cup 02/22-24/2019 Austin-Tindall Sports Complex 961 1,298 2,259 370

RussMatt Spring Training 03/01-20/2019 Osceola County Baseball 10,200 * 27,500 * 37,700 * 12,011 *

FHSAA Wrestling 03/08-09/2019 Osceola Heritage Park 1,472 1,215 2,687 3, 634

Totals - - 33,171 45,891 78,762 47,978

*Projected

COMMUNICATIONS

PR EFFORTS

FAMs and Media Visits

• FAMs: 2

• Individual Media Visits: 4

Media Coverage

• Total Mentions: 64

• Total Circulation: 1.8M

• Total Readership: 187K

Press Releases

• Experience Kissimmee

Highlights Tourism’s Leading

Women

• Kissimmee’s Endless Season of

Sun

• Abril, mes de celebrar nuestro

planeta tierra y a los niños

• La Cita 2019 will be hosted in

Kissimmee

TOP ARTICLES

Plan a Fun Family Trip to Kissimmee

• Outlet: Toronto Sun

• Market: Canada

• Digital Edition: 1.3 M

• Print: 1M

The City of Kissimmee and

What’s New in 2019

• Outlet: Brazil Travel News

• Market: Brazil

• Print: 45K

Spring Break Fun for Teens in

Central Florida

• Outlet: Chicago Parent

• Market: U.S.

• Readership: 131K

• Print: 90K

MEDIA MISSIONS

New York Media Mission

• Jan. 23, 2019

• Met with:

• CBS This Morning

• Martha Stewart Living

International Media

Marketplace – New York

• Jan. 24, 2019

• 23 meetings with travel writers,

journalists, and bloggers

#PLANFORVACATION CAMPAIGN

Highlights

• Partnership video received 6.5K views

• Instagram account grew by 5.1K followers

• Twitter impressions spiked by 66K

• Landing page received 1.5K sessions

COMMUNITYRELATIONS

AID TO PRIVATE ORGANIZATIONS

Quarterly Visitors: 2,879

Increased 44% from 1,600 in 2018

Jan. 2019: 380

Feb. 2019: 1148

Mar. 2019: 1351

Quarterly Cost Per Acquisition: $28.66

Osceola County Welcome Center & History Museum

Budget: $330,000 annually

Quarterly Visitor Profile

• 63% U.S. Residents

• 17% Florida Residents

• 20% International Visitors


Pioneer Village:

Visitors/Groups/Facilities Rentals: 1,687 (up 8% from 2018)

Quarterly Highlights:

• Jan. 9: Opening of new Osceola Natives featured exhibit with a presentation by Little Big

Mountain of Boggy Creek Airboat Adventures

• Mar. 9: Dine with the Departed event – successful turnout and event expected to return in

2020

Osceola County Welcome Center & History Museum


Quarterly Visitors: 1,297

Jan. 2019: 447

Feb. 2019: 404

Mar. 2019: 446


Quarterly Visitor Profile

• 1046 from U.S. & Florida

• 48 from the UK

• 47 from South America

• 67 from Canada

• 89 from Other

Museum of Military History




• Director Don Smith was a guest speaker at Mill Creek Elementary and spoke in four different classes about

his 30-year career in the U.S. Navy.

• Commander’s Call - “Welcome Back Snow Birds” and “Senior Citizens Appreciation Day”

• 37 snow birds participated in the program

• Commander’s Call – Museum Open House Day and First Bake Sale

• 120 visitors attended and raised a total of $574

• Hosted Osceola County Commissioner District One, Peggy Choudhry, at a Veteran’s Expo at the Museum

• Plaque presented to all WWII Veterans in attendance

• 150 veterans, guests, and visitors attended

Museum of Military History


Quarterly Visitors:

Jan. 2019: 20 Events/819 Attendees

Feb. 2019: 11 Events/1,347 Attendees

Mar. 2019: 17 Events/3,973 Attendees



• Started the year with National Arts Program exhibit

featuring amateur and professional work by Osceola

County School District employees and volunteers. More

than 150 works were admitted into the show.

• Produced two theater shows: The Nerd and Sister Act.

Sister Act ran for 13 shows and sold out.

• Provided facility rentals at reduced rates for local

community groups.

Osceola Arts



2nd Quarter Events: 7

Budget: $135,500

18/19 Events: 32

Budget: $384,750

Three Kings’ Day Jan. 6, 2019 $15,000

Experience a Weekend of St. Cloud History Jan. 19, 2019 $10,100

Kissimmee 5K Feb. 9, 2019 $7,000

Sunshine Regional Chili Cook-Off Feb. 23, 2019 $8,000

Posh Pooch Feb. 23, 2019 $7,500

The East Lake Festival Mar. 9, 2019 $8,150

Kowtown Festival Mar. 23-24, 2019 $10,000

Tourism Enhancement Grants

May 2019