BOARD OF DIRECTORS MEETING MAY 2018

Transcription

1 BOARD OF DIRECTORS MEETING MAY 2018

2 COMMUNITY RELATIONS

3 EXPERIENCE KISSIMMEE CARES

4 EXPERIENCE KISSIMMEE CARES Mission: Experience Kissimmee Cares supports non-profit organizations and programs that EMPOWER Osceola County families to become self-sufficient, succeed, and thrive. Pillars: Education Shelter Health and Wellbeing Crisis Support

5 Objective: Tactic: Develop and manage the Experience Kissimmee Cares charitable program to give back Create a core mission, policies, and procedures that will act as a guideline for charitable giving and community service programs OBJECTIVES - TACTICS Tactic: Tactic: associated with Experience Kissimmee Develop and conduct charitable events and programs that align with the Experience Kissimmee Cares mission Develop relationships with local charities and community service agencies and maintain a database that can be used as a referral resource for community service, CSR, and voluntourism programs for destination visitors and groups

6 SUPPORT GUIDELINES Aligns with the Experience Kissimmee Cares mission, goals, and objectives Directly benefits Osceola County with most of its programmatic support in Osceola County Established as a 501c3 for a minimum of 3 years Must have a governing board, operate under a set of bylaws, and submit an IRS 990 Does not discriminate In good financial and public standing, show evidence of competent management, low administrative/funding expense ratios with a minimum of 85% of expenses spent on programs Demonstrate how Experience Kissimmee, Experience Kissimmee Cares, or its partners will be recognized for their support Submit an Experience Kissimmee Cares Support Request Application Subject to the annual appropriation of funds by Experience Kissimmee Experience Kissimmee Cares programs will utilize Experience Kissimmee s Private Funds not Tourist Tax dollars Any exceptions must be approved by the President/CEO of Experience Kissimmee and the Board of Directors

7 EXPERIENCE KISSIMMEE CARES Generally unable to support: Capital projects Endowments General operating expenses Individual requests Loans Membership dues Mission trips Multi-year commitment or automatic grant renewals Online or silent auctions Organizations that primarily influence legislation Organizations that operate or support activities counter to the policies of Experience Kissimmee Cares or Experience Kissimmee or are highly controversial in nature Pageants Pass-through donations (i.e. organizations raising funds for other non-profits) Political and labor organizations Prizes for incentives Tuitions School auctions, PTA events, booster clubs, or graduation parties Team events Travel funds for tours, expeditions, or trips Individual scouting troops or clubs

8 WHAT S NEXT? Remainder of 2018 and FY 18/19 are exploratory to better understand community needs and determine if there is a need for a 501c3 EKC Foundation Continue to identify and engage with local charities, non-profits, and community groups Continue to develop a database of community service agencies, CSR programs, and voluntourism opportunities Become a member of Tourism Cares Develop a budget Develop a marketing and communications strategy Develop a website page(s) for EKC, CSR, and voluntourism Maintain monthly reports indicating community involvement and EKC programs Work with Human Resources to develop volunteer projects for staff

9 Experience Kissimmee Annual Report FY

10 - Share with our Board of Directors, Industry Partners, and County Commissioners the company s activities and financial performance from the last fiscal year. PURPOSE OF ANNUAL REPORT - Showcase our organizational successes overall and department highlights from the past year. - Feature our new branding and images.

11 DESIGN CONCEPT - Creatively showcase our business summary, successes, and financial reports from FY Feature our branding and imagery. - Incorporate the Travel Journal theme throughout report copy.

12 Consistent Travel Theme

13 Stand-Out Statistics

14 Financial Reports

15 Colorful Image Breaks

16 Brand Overview

17

18 - The Annual Report can be used as a reference tool. - View and download the digital version of the Fiscal Year Annual Report at EXPERIENCEKISSIMMEE.COM. RESOURCES

19 PRESIDENT & CEO REPORT

20 STRATEGY KEY 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

21 Fiscal Year Budget Process Calendar BUDGET STRATEGY Proposed Budget Letter from County March Budget Submissions due to County April Final Adopted Budget Letter from County September True Up from County April to June Fiscal Strategy Report Budget at a Glance and Initiatives Long-Term and Short-Term Objectives Fiscal Trends and What If Analysis

22 BY THE NUMBERS RESERVES Marketing Reserves $440,520 Operating Reserves $2,004,412 (As of 4/30/2018)

23 BY THE NUMBERS PARTNER INVESTMENTS OCTOBER THRU MARCH FY 17/18 APRIL FY17/18 YTD TOTAL REVENUE $46,321 $145,967 $192,288 IN-KIND $181,313 $11,830 $193,143 CO-OP MARKETING $595,238 $64,722 $659,960 FY 17/18 PRIVATE FUNDS $1,045,391

24 BY THE NUMBERS MARCH TDT COLLECTIONS March TDT collections ($6.7M vs. $5.5M) increased 21.3% Y/Y Vacation Homes 48.2% Hotel/Motel 46.9% Timeshares 3.9% RV Parks/ Campgrounds 0.9%

25 BY THE NUMBERS YTD TDT COLLECTIONS TDT collections ($30.2M vs. $25.2M) increased 19.7% YTD over last year Vacation Homes 47.2% Hotel/Motel 47.9% Timeshares 3.9% RV Parks/Campgrounds 1.1%

26 BY THE NUMBERS TDT TAX COLLECTION Y/Y $7,000,000 $6,500,000 $6,000,000 $5,500,000 $5,000,000 $4,500,000 $4,000,000 $3,500,000 $3,000,000 $2,500,000 $2,000,000 $6,726,954 $5,032,259 $4,966,763 $4,324,123 $4,982,497 $4,175,545 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT Source: Osceola County TDC 2017/ / / /15

27 BY THE NUMBERS VISITOR PROFILE

28 INDUSTRY PARTNER RELATIONS

29 BY THE NUMBERS: INDUSTRY PARTNERS CATEGORY PARTNERS Places to Stay 227 Things to Do 174 Dining 179 Meeting Services 175 Out of Business (as of April 30) 3 Partners Shopping 30 Sports Facilities 9 Transportation 65 Visitor Services 4 TOTAL 863

30 NEW PARTNERS Atlas Vacation Homes Places to Stay Brews N Blues Dining Chill Pop Lounge Dining NEW PARTNERS Global Sourcing International, LLC IMS Technology Services Meeting Services Meeting Services Insight Hospitality Management Places to Stay The Basket Case Meeting Services Wonderland Cookie Dough Co. Dining

31 INTERNATIONAL & DOMESTIC SALES

32 MARKETING PROGRAM HIGHLIGHTS 2018 Canadian Consumer Campaign Programmatic Campaign Jan. 8 March 30 Geographic Targeting: Greater Toronto (70%) Quebec City, Ottawa (15%) Calgary, Winnipeg Halifax (15%) Budget $275K $68K added from Brand USA Results 33.7+M impressions 12,731 website conversion actions TrueView completions totaled 71% (avg. 20%)

33 NORTH AMERICAN JOURNEY S RTOSUMMIT New York, New York April A marketplace and conference for receptive tour operators. RTOSUMMIT has a good market share of Asian clients. RTO EAST SUMMIT 25+ appointments with receptive tour operators 7 leads received

34 ARABIAN TRAVEL MARKET Dubai, UAE April International event unlocking business potential within the Middle East. Met over 200 agencies Vacation homes are a valued product for this market Product agents look for: Villas Apartments Houses Agents in market need familiarization of Kissimmee and Central Florida Rely heavily on receptive tour operators or DMCs rather than booking directly

35 NORDIC MISSION Oslo, Stockholm and Copenhagen April Participating Partners Westgate Resorts Walt Disney World Resort In Market 14 visits to tour operators and travel agencies 8 destination trainings Networking Swedish tour operator reception

36 LATAM SALES LUNCHEON Kissimmee, FL April 26 Participating Partners Event Diamond Resorts International Maingate Lake Resort Wild Florida Airboats & Gator Park Margaritavillage Resort Orlando Gatorland Lunch for receptive tour operators 29 travel professionals

37 ARGENTINA ALMUNDO.COM FAM Kissimmee, Fla. April In partnership with Walt Disney World Resort Hosted 12 online travel agents Agents attended product trainings and experienced the destination Argentina has great visitation potential

38 WORLD TRAVEL MARKET LATIN AMERICA Sao Paulo, Brazil April 2-5 WTM Latin America is a 3-day business-to-business appointment event. 15+ appointments per day Participating Partners: Westgate Resorts Encore Resort at Reunion Seralago Hotel and Suites

39 DIGITAL MARKETING

40 TEST AND LEARN Article Recommendations Header Test Objective KPIs Cells Determine what recommendation header has the greatest positive impact on visitor engagement Blog visitation A: Travel Tricks & Insider Tips B: Even More Inspiration Control: Articles You May Enjoy Reading Results Launched Nov. 13, 2017 Winner: Travel Tricks & Insider Tips 5.5% lift in primary KPI Source: Monetate

41 Days ANALYTICS AND INCREMENTALITY Length of Stay Objective Determine incremental impact of digital touchpoints on length of stay for Kissimmee visitors Monthly LOS for Exposed/Unexposed +13% +6% +1% Results 3 Impact appears to vary seasonally between interstate (OUS) and intrastate (FL) visitors % +5% +7% Note decreased impact during Spring Break (March); unexposed population showed higher LOS vs. January and February, limiting potential incremental impact Jan Feb Mar Unexposed - OUS Exposed - OUS Unexposed - FL Exposed - FL Source: Experience Kissimmee March Detailed Analytics. (2018, April). Net Conversion.

42 DATA COLLECTION General Data Protection Regulation EU re-engagement and repermissioning experience to validate current consent and ensure compliance Launches May 14 Domestic only receive Privacy Policy update notice Global permissioning and platform sync for ongoing compliance Staggered launch April 18-May 14 Source: n/a

43 SOCIAL MEDIA

44 Q2 REFERRALS Referrals increased by 388% this quarter Instagram sessions increased by 8,490% this quarter Pinterest sessions increased by 223%

45 Q2 ENGAGEMENT We rank 2nd for engagement on Facebook. On Instagram, we rank 3rd for engagement in our landscape. On Pinterest, we rank 2nd for engagement. We had a 188% increase in engagement compared to last month.

46 SOCIAL LISTENING From March 1-31, we had a total of 25K social mentions The majority of our mentions come from the United States (89%) Our second-highest mentions are the U.K. (2%), Canada (1%)

47 LIVE STREAMS

48 MOM-INATION CONTEST Contestants entered by sharing a photo on Flip.to Contest closed Saturday, May 6, and the winner was announced on Mother s Day A video, custom graphics, social ads, and UGC were produced The grand prize: One 3/day stay at the Omni Orlando Resort at ChampionsGate for up to four people Four 3/day tickets to Walt Disney World Resort $500 gift card for meals

49 TOURISM WEEK 2018

50 TOURISM WEEK 2018

51 MEETING SALES

52 MEETING SALES AND SERVICES

53 MEETING SERVICES Oct 1, April 30, 2018 Service Leads Referrals 98 39

54 MEETING SALES YTD SUCCESS Reunions Types: Military, Family, Class Buying Behavior: Consumers vs Meeting Planners Marketing and Communication: Social Media, Tradeshows, Events, Word of Mouth, Publications REUNION LEADS BOOKED Oct 1, 2016 April 30, 2017 Oct 1, 2017 April 30, Booked Reunions 4,125 Room Nights 90 Booked Reunions 6,313 Room Nights

55 MEETING SALES YTD SUCCESS Booked Leads by Category Total Room Nights October 1, 2017 April 30, 2018 March 2018

56 MEETING SALES SUCCESS APRIL 2018 Leads Sent Requested Rooms Leads Sent ,839 25% Increase FISCAL YTD Leads Booked Contracted Rooms Leads Booked ,274 40% Increase March 2018

57 Jostens Renaissance/ JAU Conference 2019 Gaylord Palms Resort and Convention Center 3,270 Total Room Nights 2020 iaedp Symposium Omni Orlando Resort at ChampionsGate 2,138 Total Room Nights 36 th Florida Masters Gardener Conference Embassy Suites by Hilton Orlando Lake Buena Vista South 495 Total Room Nights

58 SALES ACTIVITIES Your Military Reunion Connection April 4-18, Lake County, IL 37 military reunion planner appointments Represented 23 military reunions Executive Series Luncheon Sponsor April 26, Tallahassee, FL 57 planners; 2 partners HB Annual Business Conference April 30-May 2, Orlando, FL 800 HB Associates 65 one-on-one appointments AATC Conference African American Travel Conference 2018 April 30-May 2, St Charles, IL 40 one-on-one appointments 2,500 travel planners

59 SALES ACTIVITIES Omni Orlando Resort at ChampionsGate April 12, 2018 Kissimmee, FL

60 COMMUNICATIONS

61 NEW TEAM MEMBERS Communications Senior Manager: Juliana Cadiz Communications Representative: Nathalia Romano

62 WORLD TRAVEL MARKET LATIN AMERICA Sáo Paulo, Brazil April 3-5, 2018 Earned media following the event: Casas em Kissimmee (EUA) querem mais brasileiros Tourismo Etc Primeiro IMM Brasil une trade à imprensa Panrotas

63 EVENT MANAGEMENT

64 EVENT MANAGEMENT 2 nd Annual Open House Over 250 partners and staff attended with over $5,000 in in-kind donations

65 EVENT MANAGEMENT Drive Shack Networking Event 37 partners attended this new pre-annual golf tournament event

66 EVENT MANAGEMENT Kissimmee Cares Golf Classic All sponsorships sold out! 120 players (25% increase over last year)

67 KEYUPCOMING EVENTS PCMA SE Chapter Event Atlanta, GA - May 8, 2018 ConferenceDirect Industry Insights Boston, MA May 8, 2018 National Travel & Tourism Week May 6-12, 2018 Capital Events Tradeshow Tallahassee, FL May 15-16, 2018 IPW Denver, CO May 20-24, 2018 MPI WEC Indianapolis, IN June 2-5, 2018 EK Mexico Sales Mission June 4-8, 2018 Town Hall ESPN s Wide World of Sport June 6, 2018 Military Reunions Network Washington, DC June 23-27, 2018 Marketing Summit Embassy Suites LBV South September 7, 2018 Annual Meeting TBD October 19, 2018

68 THANK YOU