Board of Directors Meeting - June 2021 - Experience Kissimmee
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Board of Directors Meeting
June 2021
President & CEO Report
By the Numbers: TDT Collections
7,500,000.00
6,500,000.00
5,500,000.00 $5,008,945
4,500,000.00
$4,442,221
3,500,000.00
$2,531,504 $2,633,909
2,500,000.00
$1,757,764
$2,134,569
1,500,000.00
$1,827,437
500,000.00
OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT
2020/21 2019/20 2018/19 2017/18 2016/17 2015/16 2014/15
Orange vs. Osceola County Recovery Comparison
o Osceola County collections April 2021 vs.
2019: 84% ($5.01M vs $5.96M)
o Orange County collections April 2021 vs.
2019: 65.8% ($17M vs $25.89M)
Recovery
Comparison
By the Numbers: TDT Breakdown
April TDT Collections ($5.01M vs. $700K) were 615.7% higher than prior year
Hotel/Motel,
24.4%
Timeshares,
5.3%
RV Parks/
Campgrounds,
Vacation Homes, 0.9%
69.4%
By the Numbers: Lodging
HOTEL/ %Δ %Δ VACATION %Δ %Δ
METRIC
MOTEL vs. 2020 vs. 2019 HOME vs. 2020 vs. 2019
OCCUPANCY 49.3% 218.2% -27.9% 65.2% 28.8% -14.4%
ADR $94.61 110.3% -2.5% $296.27 -10.7% -12.5%
RevPAR $46.66 567.6% -29.7% $193.03 14.6% -25.1%
Preliminary Reporting
By the Numbers: Partner Investments
OCTOBER-APRIL MAY YTD TOTAL YTD TOTAL
FY 20/21 FY 20/21 FY 20/21 FY 19/20
REVENUE $79,465 $5,720 $85,185 $250,002
IN-KIND $96,887 $18,067 $114,953 $343,629
CO-OP
$260,000 $0 $260,000 $885,830
MARKETING
FY 20/21 NON-PUBLIC FUNDS $460,138 $1,479,461
Business Applications & Insights
Strategic
Plan KPIs
As of June 11, 2021
Domestic Search 1.2.1 Detail
International Search 1.3.1 Detail
Group Potential 1.5.2 Detail
Sports Realized 1.6.2 Detail
Cash Revenue 4.2.2 Detail
In-Kind Revenue 4.2.3 Detail
Co-op Marketing Revenue 4.2.4 Detail
Impactulator Sales Activities
Destinations Florida: Destination Marketing Summit
St. Augustine Beach: May 19-21, 2021
o 60-minute in-person presentation and Q&A session
demonstrating features and benefits of Impactulator
o Attended by Destinations Florida members, tourism vendors,
marketing agencies, and more
o Resulted in warm leads and increased awareness among Florida
DMOs and their marketing and research partnersImpactulator Sales Success
MAY YTD TOTAL
YOY
FY 20/21 FY 20/21
ACTIVE
ACTIVE LEADS SALES ACTIVE LEADS SALES SALES
LEADS
0 contracts 2 contracts
5 12 N/A N/A
$0 revenue $0 revenue
FY20-21 Goal: 4 contracts and $20,000 revenueIndustry Partner Relations
By the Numbers: Industry Partners
CATEGORY PARTNERS
DINING 196
MEETING SERVICES 237
PLACES TO STAY 212
SHOPPING 27 Out of Business
(as of May 31, 2021)
SPORTS FACILITIES 10
7 Partners
THINGS TO DO 174
TRANSPORTATION 57
VISITOR SERVICE 9
TOTAL 922New Industry Partners
PARTNER NAME CATEGORY
BOXI PARK LAKE NONA DINING
CANVAS RESTAURANT & MARKET DINING
CHROMA MODERN BAR & KITCHEN DINING
CITY WORKS, DISNEY SPRINGS DINING
PARK PIZZA & BREWING CO. DINING
RTW PHOTOGRAPHY MEETING SERVICES
TTJ PRODUCTIONS MEETING SERVICESPartner Event
Level Up: Making the Most of Your EK Partnership
Virtual: May 6, 2021
o Focus on social media best practices
o Fourth educational session in series
o Attendance: 34
o Social Media team provided expert advice on:
• Why social media is an effective tool
• How to partner with EK on social
• Engagement tipsInternational & Domestic Sales
International Sales Activities: May
INT'L REP FIRMS DOMESTIC MTD YTD
CO-OPS 0 0 0 0
FAMs 0 0 0 0
SALES CALLS 167 3 170 1,177
SALES MISSIONS 0 0 0 0
SIGNATURE EVENTS 0 0 0 0
TRADE SHOWS 0 0 0 6
#
336 0 336 4,870
OF AGENTS TRAINEDInternational Sales Activity
Virtual FAM: EK Virtual Vacation U.S. Domestic
Virtual: May 11–13, 2021
o Showcase destination update to travel trade
o Highlighted total of 17 partners including Theme
Parks, Places to Stay, Things to Do, Airport,
Airline for respective market and rental car
partners
o Total RSVP: 115 agents
o Average daily attendance: 50 agentsInternational Sales Activity
ARLAG Guadalajara Tradeshow Mexico
In Person: May 28, 2021
o Partnership with Mega Travel
o Attendance: 350 Travel AgentsMeeting Sales
Meeting Sales Success: Leads
MAY 2020 MAY 2021 YOY
REQUESTED REQUESTED LEADS REQUESTED
LEADS SENT LEADS SENT
ROOMS ROOMS SENT ROOMS
44 68,086 113 126,573
157% 86%
REBOOKED: 16 REBOOKED: 10,117 REBOOKED: 1 REBOOKED: 390Meeting Sales Success YTD: Booked
FISCAL YTD 19-20 FISCAL YTD 20-21 YOY
LEADS CONTRACTED CONTRACTED LEADS CONTRACTED
LEADS BOOKED
BOOKED ROOMS ROOMS BOOKED ROOMS
118 175,122 111 115,624
-6% -34%
REBOOKED: 7 REBOOKED: 2,842 REBOOKED: 36 REBOOKED: 22,679Future Meetings Booked
Booked through Meeting Sales Incentive beyond Sept. 30, 2024
2024 2025 2026 2027 2028 2029 TOTAL
BOOKED MEETINGS 6 15 8 1 0 1 31
REBOOKED MEETINGS 0 2 1 0 0 0 3
CONTRACTED ROOM
7,937 34,667 40,380 3,246 0 6,873 93,103
NIGHTS
REBOOKED CONTRACTED
0 3,733 4,122 0 0 0 7,855
ROOM NIGHTSMeeting Sales Activities
PCMA Get to Know Webinar
Virtual Webinar: May 11, 2021
o
o
•
•
•
•
oMeeting Sales Activities 2021 ALHI Leadership Summit Omni Orlando Resort at ChampionsGate: May 18-22, 2021 o o
Meeting Sales Activities Imprint Event Group–2021 Road Show Series Virtual Webinar: May 20, 2021 o o o o
Marketing & Brand Strategy
Local Campaign: Report
West 192 Local Campaign
o Campaign ran from March 10 through May 31
o Delivered quality traffic across the EK site
• 2x more website sessions than historical average (115k)
• 4x more partner referrals than historical average (50k
in total)
o Advertisement impressions: 30 million
o Influencer partnerships: 100K social engagements
o Estimated Media Value (EMV): $1.4 million
o YouTube view rate: 45%West 192 Local Campaign: Traffic
o Campaign-specific traffic delivered:
• 115,051 sessions
• 5,004 clicks to “Tickets”
• 2,796 clicks on “Buy Ticket”
• 1,751 clicks on “Florida Residents”
• Top partner listings: Maverick Balloon Adventures,
Island H20 Live!, Studio Movie Grill, GameTime,
Fun Spot - KissimmeeWest 192 Local Campaign: Paid
Social
o Facebook: Spring Break Live Like a Local
Video
• More than 2 million impressions and
27,227 clicks
o Instagram:Winery Ad
• More than 350K impressions
o 42,656 Sessions
o 608 Partner ReferralsWest 192 Local Campaign: Traditional / OOH o 18 billboards along and around the West 192 highway o 4 highway boards along the West 192 highway o Orlando Sentinel • 2 advertorials • 2 print ads o Orlando Weekly • 2 advertorials • 9 print ads o Osceola News-Gazette • 6 print ads o Digital placement on the Four Corners News Sun site o Generated 30 million impressions across the lifetime of the campaign
Blog Posts
Blog Activity
Overall Traffic in May
o Users: 34.2K
• Increase YOY: 314.4%
• Increase MOM: 104.7%
o Sessions: 36,821
o "Things to Do in Kissimmee" is trending the highest it's been in the last five years.
BIG NEWS! Our Experience Kissimmee Overall Blog Traffic has
increased by 154% since May 2019.Videos
Kissimmee On-The-Go:
o Estefan Kitchen
o Coming Soon:
• Embassy Suites by Hilton Orlando
Lake Buena Vista South
• ICON ParkVideos
VelociCoaster at Universal New Season of Planet
Orlando Resort KissimmeeFun Creative
New Asset Shoot o 8 Days o 18 Industry Partner locations o 20 Crew members o 82 On-Camera talent + extras o LOTS of new photos and videos coming soon!
Social Media
May Overview o Web Traffic from Social o Blog o Partner Clicks o Paid Social o Engagement Total
Facebook
Page Likes: 1.3M
o -1% YOY
o -0.2% MOM
Likes: 21,628
o +259.7% YOY
o +47.3% MOM
Total Impressions: 6.8M
o +662.9% YOY
o +62.1% MOM
Total Engagement: 157,638
o +529.5% YOY
o +66.1% MOM
Paid Impressions: 6.1M
Paid Post Engagements: 456.6KInstagram
Followers: 61,693
o +2,181 YOY
o +517 MOM
Feed Posts: 32
o -20% YOY
o +6.7% MOM
Stories Post: 129
o -1.5% YOY
o -15.7% MOM
Total Engagement: 11,770
o +10.8% YOY
o +17.6% MOMTwitter
Followers: 49.1K
o -1.8% YOY
o -0.9% MOM
Tweets: 63
o -1.6% YOY
o -10% MOM
Impressions: 151.5K
o +32.6% YOY
o +38.8% MOM
Total Engagement: 4,296
o +78.9% YOY
o +37% MOMPinterest
Viewers: 207.7K
o +31.1% YOY
o -13.7% MOM
Impressions: 254.9K
o +30.5% YOY
o -10.6% MOM
Total Engagement: 4,495
o -39.1% YOY
o -17.8% MOMLinkedIn
Likes: 222
o -45.9% MOM
Updates: 13
o 0% MOM
Comments: 4
o -71.4% MOM
Followers: 3,699
o +1.4% MOMTikTok
Total Followers: 2761
• +3% MOM
Total Likes: 25,264
• +3% MOM
Total Posts (Monthly): 21
• +11% MOM
Total Engagements (Monthly): 457
• -71% MOMEvents & Partnerships
Spectrum Resort Orlando Raglan Road Irish Pub & Wild Florida
o Facebook Live: 6.5K people Restaurant o Facebook Live: 8.5K people
reached o Twitter: 12.8k impressions reached
o TikTok: 314 views o Instagram Reels: 456 views o Twitter: 1.2K impressions
o TikTok: 250 views o TikTok: 297 viewsAngela Jones: Performance
Summary
o 23.5K total engagement
• 69 tagged stories:
• 122 replies
• 14.8K tap backs
• 0.82% engagement rate
• 6 static posts:
• 8.3K likes
• 200 comments
• 124 saves
• 5.47% engagement rate
o 234.8K total reach
o $251.1K media value
o +48.8% Instagram impressions
o Blog Q&ACommunications
o Media Mentions: 49 (40 traditional and 9
social organic)
• Canada: 1
• Mexico: 11
• UK: 3
• U.S.: 25
Public o Total Impressions: 85,442,802
Relations
o Media Visits & FAMs
• UK Kids Virtual FAM
• Freelancer journalist from Mexico
• Blog – Daily Mom
• YouTuber – Michael Kay
o Press Releases
• What's New This Summer in Kissimmee
• Fishing in KissimmeeTop Articles
Best Outdoor Activities In On your Visit to Orlando...
Florida Vacation Ideas...
Central Florida Stay (and eat) in Kissimmee
o Matador Network o MSN
o Matador Network
o Market: U.S. o Market: U.S.
o Market: U.S.
o Online o Online
o Online
o o 75 million UMV
3 million UMV o 3 million UMVSports Development
Special Olympics
Special Olympics Updates
o Head of Delegation Representatives
• Commissioner Arrington, Osceola County
• DT Minich, Experience Kissimmee
o Leadership Council Representatives
• Commissioner Janer, Osceola County
• DT Minich, Experience KissimmeeHosted Event Tropical Rugby Youth 7's Omni Orlando Resort at ChampionsGate: April 2-3, 2021 o Participants: 1,216 o Spectators: 2,797 o Room Nights: 2,965
Hosted Event
All–Star Boxing
Osceola Heritage Park: April 24, 2021
o Participants: 581
o Spectators: 291
o Room Nights: 618
o Broadcasted on the following channels:
• ESPN
• ESPN Deportes
• TelemundoHosted Event Stage 8 Dance Gaylord Palms Resort & Convention Center: May 7-8, 2021 o Participants: 380 o Spectators: 874 o Room Nights: 927
Virtual Conference
Huddle Up 2021
Virtual: May 4-5, 2021
o Attended a two-day virtual conference
o 16 rights holders were in attendance and presented RFPsWest Ham United Football Business Awards Best Seat in the House has been shortlisted as a finalist at this year's Football Business Awards in the following category: Best Brand Activation – Premier League.
Upcoming Events
Upcoming Events o June 15-17 MPI WEC (World Education Conference):Virtual Conference o June 24 EK Meet Me in Kissimmee #2:Virtual Webinar o June 29-July 1 FSAE Annual Conference: Orlando, FL o July 1-4 USSSA Basketball: Gaylord Palms Resort & Convention Center o July 7-11 VNEAMVP Billiards: Days Inn by Wyndham Kissimmee o July 13 ConferenceDirect Industry Insights:Virtual o July 13-15 Destinations International Annual Convention: Baltimore, MD o July 15-18 Big Foot Hoop: Osceola Heritage Park o July 21 EK's Partner Orientation:Virtual o July 25-27 MPI SES: (Sunshine Education Summit): Virtual Conference
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