BOARD OF DIRECTORS MEETING

NOVEMBER 2017

STRATEGIC PLAN GOAL KEY

1. Grow and Diversify the

Tourism Economy Through

Marketing

2. Grow and Diversify the

Tourism Economy Through

Sales

3. Enhance Industry Partner

Engagement

Executed

5. Ensure Cost Effective and High

Performing Operation

PRESIDENT & CEO REPORT

BY THE NUMBERS: MONTHLY TDT COLLECTIONS

September TDT Collections ($3.97M vs. $3.28) increased 21.2% y/y

RV Parks/Campgrounds,

0.6%

Timeshares

,

4.4%

Vacation

Homes,

40.0%Hotels &

Motels,

55.0%

BY THE NUMBERS: FY TDT COLLECTIONS

TDT collections ($51.6M vs. $48.7M) increased 6.0% YTD over last year

RV Parks/Campgrounds,

1.0%

Timeshares

,

3.9%

Vacation

Homes,

47.5%

Hotels &

Motels,

47.6%

BY THE NUMBERS: VISITOR PROFILE

BY THE NUMBERS: PARTNER INVESTMENTS

OCTOBER

FY 16/17

OCTOBER

FY 17/18YTD TOTAL

REVENUE $51,367 $4,125 $4,125

IN-KIND $12,641 $44,118 $44,118

CO-OP

MARKETING$21,553 $81,699 $81,699

FY 17/18 PRIVATE FUNDS: $129,942

BY THE NUMBERS: INDUSTRY PARTNERS

CATEGORY PARTNERS

Places to Stay 223

Things to Do 173

Dining 177

Meeting Services 182

Shopping 31

Sports Facilities 9

Transportation 66

Visitor Services 4

TOTAL 865

Out of Business

(as of October 31)

Shopping - 1

Visitor Information - 1

BY THE NUMBERS: NEW PARTNERS

NEW PARTNERS

Cielo Gift Baskets Meeting Services

Exclusive Florida Homes Places to Stay

Over the Top Rental Linens Meeting Services

Quality Inn Heritage Park Places to Stay

Sun Street Talent, Inc. Meeting Services

INTERNATIONAL & DOMESTIC SALES

ARGENTINA SALES MISSION

Argentina and Chile, October 1-7

• Florencia Rettazzini, Director of Retta and Associates was appointed as Experience Kissimmee representative for Argentina and Chile as of October 1, 2017

• The Travel Trade Industry in Argentina & Chile were excited to learn about Kissimmee accommodations and its benefits, secondary attractions and nature based activities

• Week of Sales Calls with top tour operators

Cancun October 26-29

• The Mark Travel Corporation Summit

• Annual network and learning opportunity

• Agents

• Industry executives

• suppliers .

•exciting with their brands at the supplier showcase

• 2016 Summit by the Numbers:

• 500+ Travel Agents

• 90+ Suppliers

• 54 Workshops

• 4 Keynotes

MARK TRAVEL SUMMIT

NEW YORK SALES TRIP

Flushing, Manhattan, New Brunswick & Jersey City

September 26-29, 2017

• Establishing business relationships with Chinese Receptive

Tour Operators located in New York area

• Learn their needs and identify opportunities

• 11 offices visited in two days

Kissimmee, October 6 - 8

• In partnership with Icelandair and Tampa CVB

• Agents participated in a sale competitions

• Participating Agents from: Exit Reizen, Go America, WRC Reizen, Travel Homes, Riksja Travel, Travel Trend, American Estates and US Travel

• Partners visited: Boggy Creek Airboat Rides, Old Town, FunSpot, Celebration Bike Tour, Premium Outlets and SeaWorld® Orlando

• The group stayed at the Fountains at ChampionsGate

NORTHERN EUROPE FAM TRIP

UK FAM

Kissimmee, October 12 -16

• British Airways sponsored airline tickets for all

attendees

• Top sales agents from USAir Tours, Tour America

(Ireland), Jetset, Gold Medal Travel, American

Holidays (Ireland), Ocean Florida, Barrhead Travel

(Scotland)

• Visited Gatorland, Boggy Creek Airboats, Universal

Town, FunSpot, Premium Outlets and Walt Disney

World® Resort

• Accommodations were provided by Ocean

Holidays

Signature event for local Receptive Tour Operators

• Hosted our 2nd annual High Tea

• Garden View Tea Room at Grand Floridian

• Guests included:

• Virgin Holidays

• Mark Travel International

• Meeting Point North America

• Hotelbeds

• Ocean Beds

• ATI

HIGH TEA

Brazil, Argentina, Chile and Mexico April to September 2017

• Partnership with Visit Florida and BrandUSA

• Campaigns included OOH, Digital media, Activations, Television and an OTA

• Social Media in Mexico and Brazil

• 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 than

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

LATAM DIRECT CONSUMER CAMPAIGNS

•• 2016 - 3,423 • 2017 - 9,159

•• 2016 - 8,255 • 2017 - 9,639

• Argentina room nights • 8,558

•• 1,128

LATAM DIRECT CONSUMER CAMPAIGNS

Total campaign investments from

EK $ 410,000

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

DIGITAL MARKETING

TEST & LEARN

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• Determine e-newsletter CTA that drives highest opt-in rate

• KPIs

• E-newsletter opt-in rate

• Time on site

• Page views

• Bounce rate

• Cells

• TBD (launch slated for Nov. 13)

• Results

• TBD

ANALYTICS & INCREMENTALITY

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• Arrivalist paid media tracking enabled

• Allows comparison between exposed and unexposed devices in Kissimmee

• Incremental length of stay

• Winter Campaign

• Identified most valuable DMAs

• Visitor volume

• Visitor average length of stay

DATA COLLECTION

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• Flip.to• Advocacy platform powered by story submissions

from actual visitors

• Contest and deal incentives fuel earned social media

• Contestants and participants volunteer email addresses for future communications

• Phase I• Contest distributed via Experience Kissimmee

social and email channels

• Grand prize: accommodations

• Runners up: attraction tickets

• Future Phases• Potential co-op to enable partner accounts under

Experience Kissimmee umbrella

PERSONALIZATION

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• Customer Data Platform (CDP)• Serves as central data warehouse; syncs with

multiple platforms for cross-channel consistency

• Historical data from early 2016

• Email Marketing• Now enriched from CDP nightly

• Website• Personalization engine enriched from CDP

nightly for known audiences

• Developing Discover/Plan/Book navigation experiences

• Will advance to visual and other content areas upon conclusion

SOCIAL MEDIA

• We rank 2nd for total engagement this month, passing Visit Orlando. Facebook and Instagram continue to yield the highest engagement among all other social media platforms

COMPETITIVE SET

• Our total audience increased to 1,268,091 up from 1,264,685 in August. We gained 3,406 followers this month. Our current follower growth rate is slightly below average at 0.2%, while the landscape average is at 0.5%

COMPETITIVE SET

SNAPCHAT LAUNCH

This past October, we launched our official EK Snapchat account

• We partnered with social media influencer, Adventurous Kate

• Adventurous Kate took over our Snapchat

activation.

• We had 2K users view Snapchat filter in Manhattan

• 200+ followers added to Snapchat account

• This past month we received our first social

- tuning this report and establishing benchmarks

•using is able to query any open platform on the internet (anything not hidden behind a password or subscription)

• This includes social media platforms like Facebook, Twitter, Instagram, and also forums such as Reddit, TripAdvisor, and more. Sites that publish articles such as news providers and blogs are also searchable

SOCIAL LISTENING

SOCIAL SUPPORT | HALLOWEEN VIDEOS

SOCIAL SUPPORT | HALLOWEEN

SOCIAL SUPPORT | HALLOWEEN

LIVE STREAMING| HALLOWEEN

SOCIAL SUPPORT | HALLOWEEN DAY GIF

MEETINGS & CONVENTIONS

Highlighted Incentive Bookings• April 2018 Temenos Client Conference,

Gaylord Palms Resort and Convention Center 1,789 Total Room Nights

• ConcreteWorks & BOD Meeting, Gaylord Palms Resort and Convention Center 2,375 Total Room Nights

• July 2022 National School Safety Conference, Omni Orlando Resort at ChampionsGate 2,360 Total Room Nights

MEETINGS & CONVENTIONS YTD SUCCESS

Leads Sent

Fiscal YTD

(October 2016)

Fiscal YTD

(October 2017)

# of

Leads

Requested

Rooms

# of

Leads

Requested

Rooms

104 66,219 125 66,275

Leads Booked

Fiscal YTD

(October 2016)

Fiscal YTD

(October 2017)

# of

Leads

Contracted

Rooms

# of

Leads

Contracted

Rooms

55 21,779 87 45,379

SALES ACTIVITIES

October 19, 2017

• Client Office Presentations

•for 2018 & 2019 Connect Medical and Connect Florida

Atlanta Sales Mission

SALES ACTIVITIES

October 20, 2017

Team building event at Medieval Times Castle in Gwinett, GA

Atlanta Sales Mission

SALES ACTIVITIES

Connect FaithOctober 24-27, 2017

• 24 one-on-one appointments; 50 planner contacts

• Hosted dinner for 35 Campus Crusade for Christ planners

Connect MedicalOctober 24-27, 2017

• 25 one-on-one appointments; 40 planner contacts

SALES ACTIVITIES

Kissimmee, Florida, reunion planning workshop at the House of

Blues Gospel Brunch!

Experience Kissimmee mentioned for Family Reunion

Workshop in Reunions Magazine September 2017 Edition

SPORTS DEVELOPMENT & MARKETING

Largest youth and adult flag football tournament circuit in the world. Regional tournaments held all across the United States

FLAG FOOTBALL WORLD CHAMPIONSHIP TOUR

• Battle Orlando

• January 2019, 2020, 2021

• 10,000+ Room Nights

• $3.6 Million Economic Impact

• Battle Florida

• October 27-29, 2017

• 3,500+ Room Nights

• $800,000+ Economic Impact

PAN AMERICAN TAEKWONDO UNION CHAMPIONSHIP

• Event to take place at ESPN Wide World of Sports in 2019 and 2021

• 1 pre-competition day (Tuesday)

• 5 competition days (Wednesday Sunday)

• More than 4,500 room nights over the two-year period

• More than 2,200 athletes, coaches, officials, delegates

• 1,000+ youth and adult participants combined

• Approximately 2,500 spectators

DESTINATION & EVENT SERVICES

FL CHALLENGER JAMBOREE

KISSIMMEE CARES

Unite for Puerto Rico Celebrity Softball Tournament

• XL 106.7 iHeart Radio - Spearheaded by Johnny Magic

• To benefit Puerto Rico & US Virgin Islands with cash and supplies

• 1000 spectators

• 25 Local radio & TV celebrities

• Osceola County Baseball Stadium

• Puerto Rico Football Club• Practice facility

• Puerto Rico FC vs FC Edmonton October 25th

• Austin Tindall Sports Complex

KISSIMMEE CARES

COMMUNICATIONS

COMMUNICATIONS OVERVIEW

• October Total Mentions

• 28

• Sentiment:

• 54% Positive

• 46% Neutral

• Total Social Shares:

• 502

• SEO Impact:

• Average

• Mentions:

• 50% U.S.

• 50% International

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10/01/17-10/8/17 10/9/17-10/15/17 10/16/17-10/22/17 10/23/17-10/31/17

Total Mentions

TOP ARTICLES BY IMPACT

10 Amazing Things You Must Do When You Visit Kissimmee/10 Cosas que teSorprenderán Cuando Visites Kissimmee

• Date: Oct. 18, 2017

• Outlet: Hispana Global

• Unique Monthly Visitors: 12,837

• Author: Jeanette Kaplun

• Source: Media FAM

• Social Shares: 538

• Readership: 7,876

• Partners featured: Gatorland, OMNI Orlando at

Championsgate, Island Grove Wine Company, Gaylord Palms Resort, Boggy Creek, SeaWorld Orlando, Orlando Tree Trek, Osceola County Welcome Center, MidiCi, Disney Springs

TOP ARTICLES BY IMPACT

Paddling Center #MyKissimmee#iFlyAlaska

• Date: Oct. 30, 2017

• Outlet: MomStart

• Unique Monthly Visitors: 67,651

• Author: Beeb Ashcroft

• Source: Media FAM

• Social Shares: 16

• Readership: 5,176

• Partners featured: The Paddling Center at Shingle Creek

TOP ARTICLES BY IMPACT

Celebrity Softball Game for Puerto Rico and US Virgin Islands

• Date: Oct. 21, 2017

• Outlet: Paul Central Florida Blog

• Author: Paul Antonelli

• Source: Press Release

• Social Shares: 10

• Readership: 224,882

• Partners featured: Wild Florida, Wyndham

Vacation Rentals Orlando

TOP ARTICLES BY IMPACT

Kissimmee in Argentina

• Date: Oct. 2017

• Outlet: Clarín

• Largest newspaper in Argentina

• Source: Press Release

• Social Shares: 16

• Circulation/Audience: 410,535

NYC ACTIVATION: A KNIGHT TO REMEMBER

Partnership with Citi Bike NYC

• Sept. 17 Oct. 17

• 100 bike stations wrapped

• 856,376 Starts/Stops at wrapped stations

• In-app integration

• 1,346,716 impressions

• Destination Magazine distribution WSJ

• Manhattan area - 42K

• NCY Activation A Knight to Remember• Oct. 17

• Partner Medieval Times

• Partner Adventurous Kate, launch Snapchat

• Photo booth

• Knights around NYC video and photos

• Social ads

• Contest to win trip to Kissimmee

NYC ACTIVATION: A KNIGHT TO REMEMBER

• Key goals of this campaign to build awareness• Grow destination awareness in New

York• Launch Snapchat• Increase website traffic • Acquire contest entrants from New

York• Grow email list for newsletter

• In addition, more goals• Grow and explore brand voice and

personality • Build momentum for and create assets

that can be used to support a large-scale activation in-destination during holidays

• Collect video and photo assets that can be used to further support marketing events

NYC ACTIVATION: A KNIGHT TO REMEMBER

• Key Results

• 469 unique contest entries

•

• Featuring: Medieval Times Florida

• Gaylord Palms Resort

•Snapchat filter in Manhattan

• 200+ followers added to Snapchat account

• 15+ hours of video footage

• 100+ edited image assets and graphic content

THE PASSPORT

Guide to our Brand Voice, Tone, and Personality

• The Brand Promise

We promise a vacation where sunny hellos, out-of-this-world adventures, and wow-worthy experiences are always included

• The Brand Personality

The Gentle Joker

• Key Messaging

• Vacationers

• Meeting and Events

• Reunions

• Future: In-Language

PR EFFORTS

• Media Visits• - Janel Case

• Orlando Sentinel- Gabrielle Russon

• The Scottish Sun- Gill Smith

• Influencer Visits• The Holderness Family

• Press Releases• Holidays in Kissimmee: Because the Best

• Holiday Meetings in Kissimmee

KEY UPCOMING EVENTS

• WTM London , Nov. 6-8

• Holiday Network Event, December 7

• Colombia - Price Travel Co-Op, November 6, 2017 January 29, 2018

• Co-hosting ConferenceDirect Forum at Omni ChampionsGate, November 14-17

American Express Inter[action] Hyatt Regency Orlando, November 28-Dec 1

HPN Annual Meeting San Francisco, CA, November 29-Dec 1

CD CEO Summit Scottsdale, AZ, December 6-8

Destination International Sales Summit/Simpleview Training/Holiday Showcase

Chicago, IL, December 12-15, 2017

• Canada - Winter Consumer Campaign, January 8, 2018-

THANK YOU