BOARD OF DIRECTORS MEETING

August 2018 PROJECTED COUNTY BUDGET

Fiscal Year 18/19 Net TDT Projection $50,152,578 EK Allocation (45% of total collection) $22,568,660 Less Ram Nationals Circuit Finals Rodeo Promotion ($1,500,000) EK Projected Appropriation $21,068,660 Aid to Private Organizations ($1,755,340) EK Operating Budget $19,313,320 PROJECTED EK BUDGET

Experience Kissimmee Revised *2018-2019 2017-2018 Budget Budget Personnel Services $4,270,000 $5,000,000 Advertising and Promotions $14,395,193 $12,925,962 Operating Expenses $1,300,731 $1,317,559 Capital Outlay $50,000 $69,799 Aid to Private Organizations $1,574,235 $1,755,340 TOTALS $21,590,159 $21,068,660 *Note: Budget figures presented to Osceola County as projection BUDGET:EXPENSES BY DEPARTMENT AID TO PRIVATE ORGANIZATIONS FUNDING

Organization/Activity Funding Support Description Budget Breakdown

Silver Spurs Inc. Aid to Private Org/sponsor for two rodeos annually $190,000.00 Kissimmee Valley Livestock Show & Fair Sponsorship/Marketing Agreement to promote the $95,000.00 Osceola County Fair Museum of Military History Operating Expenses $150,000.00 Osceola Center for the Arts Operational support funding $442,654.00 Welcome Center (Historical Society) Operational support funding $330,000.00 Saint Cloud/Greater Osceola Chamber of Informational Services for Domestic and International $12,000.00 Commerce Visitors Kissimmee/Osceola Chamber of Commerce Informational Services for Domestic and International $12,000.00 Visitors Kissimmee Gateway Airport Annual Advertising in key aviation publications $30,000.00 TDC Grants Program To provide marketing and promotional support to non $462,686.00 profit and governmental agencies conducting special events that appeal to tourists Grants Surveys (6 @ $3000) $18,000.00 4th of July Events $13,000.00 Total $1,755,340 TDC GRANT PROGRAM

Organization Event Awarded Caribbean Floridian Assn Caribbean Fusion Festival $25,000.00 CECF Wish Foundation Exotic Car Festival $25,000.00 Oktoberfest $12,000.00 Celebration Community Services Now Snowing $15,000.00 Posh Pooch $7,500.00 Hearts of Reality $15,000.00 Celebration Foundation Holiday Home Tour & Winter Wonderland $3,000.00 Concert Series $10,000.00 City of Kissimmee Sunshine Regional Chili Cook-Off $8,000.00 Kowtown Festival $10,000.00 Pride-Fest Kissimmee $8,000.00 City of St. Cloud Pinktoberfest $10,000.00 Great Outdoors Day $9,000.00 Rockin’ The Cloud $20,000.00 TDC GRANT PROGRAM

Organization Event Awarded

Florida Cattlemen’s Association Statewide Ranch Rodeo $30,000.00 Give Kids The World Challenge For Hope $7,350.00 BOO! On Broadway $2,500.00 Kissimmee Main St. Kissimmee 5K $7,000.00 Sculpture Experience $12,000.00 Kissimmee Osceola Chamber of Commerce Toho Big Fish Blast $5,000.00 Three Kings Day $15,000.00 Viva Osceola $15,000.00 Miss Rodeo Florida Association Miss Rodeo Florida Pageant $8,000.00

Osceola County Historical Society Pioneer Day $15,000.00

Silvers Spurs Club, Inc. Silver Spurs Bull & Barrels $30,000.00 TDC GRANT PROGRAM

Organization Event Awarded St. Cloud Chamber of Commerce St. Cloud Christmas Parade $8,150.00 East Lake Festival $8,150.00 St. Cloud Main St. St. Cloud Holiday Festival $8,500.00 Smokin Brews, Boats, BBQ $10,000.00 St. Cloud Woman's Club Heritage Museum, Inc. Experience a Weekend of St. Cloud History $10,100 Team Kareem Memorial Foundation Team Kareem Walk $2,500

The Rotary Club of St. Cloud St. Cloud Rotary Spring Fling $13,000

Reserves Grant Funds FY18/19 Unused Funds $77,936

Total Grant Funds $462,686.00 PRESIDENT & CEO REPORT BY THE NUMBERS – PARTNER INVESTMENTS

OCTOBER-JUNE JULY YTD TOTAL FY 17/18 FY 17/18

REVENUE $202,539 $64,355 $266,894

IN-KIND $260,965 $51,384 $312,349

CO-OP $739,280 $1,420 $740,700 MARKETING

FY 17/18 PRIVATE FUNDS $1,319,943 $7,000,000 $6,726,954

$6,500,000

$6,000,000 $5,032,259 $5,437,105 $4,966,763 $5,500,000 $4,982,497 $5,161,605 $4,324,123 $4,414,211 $5,000,000 $4,175,545 $4,500,000

$4,000,000

$3,500,000

$3,000,000

$2,500,000

$2,000,000 OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT

Source: Osceola County TDC 2017/18 2016/17 2015/16 2014/15

INDUSTRY PARTNER RELATIONS BY THE NUMBERS: INDUSTRY PARTNERS

CATEGORY PARTNERS

Places to Stay 217

Things to Do 172 Out of Business (as of July 31) Dining 175

Meeting Services 183 4 Partners

Shopping 29

Sports Facilities 11

Transportation 63

Visitor Services 4

TOTAL 854 NEW PARTNERS

Arrow Studio, LLC Meeting Services

Chandeliers Ballroom and Event Center Meeting Services

Hastings Ranch & Farm LLC Meeting Services

Kissimmee Diner Dining NEW PARTNERS Matador Tacos & Tapas Dining Orlando StarFlyer Things to Do

Premier Piano Shows Dueling Pianos Meeting Services

Simon T. Bailey International Inc. Meeting Services

Tropical Palms Resort Places to Stay EXPLORE KISSIMMEE MEDIEVAL TIMES DINNER & TOURNAMENT INTERNATIONAL & DOMESTIC SALES SALES MANAGER – NA & CANADA

• North American and Canadian Markets

• Act as a liaison between travel/trade professionals and area properties and service providers in an effort to promote bookings into the area

• In collaboration with international rep firms, work to identify opportunities for tradeshows, sponsorships, Fams, and sales missions DIGITAL MARKETING TEST AND LEARN

E-Newsletter Sign-Up Text • Objective • Determine whether the e-newsletter footer registration form CTA impacts e-newsletter registration rates • KPIs • E-newsletter registration rate • Cells • A: Amazing VACATION DEALS are just a sign-up away • B: We make WOW-WORTH DEALS appear in your inbox • C: We make EXCLUSIVE DEALS appear in your inbox • Control: Sign up to RECEIVE EXCLUSIVE deals • Results • Launched Nov. 20, 2017 • Winner: We make EXCLUSIVE DEALS appear in your inbox • 23.73% lift in primary KPI Source: BlueConic ANALYTICS AND INCREMENTALITY

Monthly LOS for Exposed/Unexposed 5

Length of Stay 4.5 +11% • Objective 4 nc • Determine incremental impact of 3.5 +5% 3 digital touchpoints on length of 2.5 stay for Kissimmee visitors Days 2 +15% +13% • Results 1.5 +13% • Incremental LOS for in-state 1 0.5 visitors remains stronger than 0 out-of-state Apr May June Unexposed - OUS Exposed - OUS Unexposed - FL Exposed - FL

Source: Experience Kissimmee March Detailed Analytics. (2018, July). Net Conversion. DATA COLLECTION

Welcome Streams Enabled • Destination Magazine Requests • Solicit E-Newsletter registration • E-Newsletter Registrations • Encourage blog readership

In Planning • Trip Planner Authentication • Welcome stream • Marketing automation/triggers • Content/product recommendations for existing consented users

Source: n/a MARKETING & BRAND STRATEGY FOURTH OF JULY CAMPAIGN

Campaign Objectives: • Generate awareness about the 4th of July events happening in Osceola County.

Campaign Tactics: • Blog post on EXPERIENCEKISSIMMEE.COM • Paid social • Display banners (desktop & mobile) • Print • Radio Total Campaign • Infographic Impressions: 956K Campaign Results: • Osceola News-Gazette – 36K circulation • Orlando Sentinel – 151K Impressions • Orlando Weekly – 308K Impressions • Paid social – 265K Impressions • Radio – 154K Impressions PRINT AD

PANDORA DIGITAL BANNERS RADIO INFOGRAPHIC

GIF ECOTOURISM CAMPAIGN

Campaign Objectives: Campaign Timing: May 14 - July 30, 2018

• Establish ecotourism in Kissimmee as a pillar and differentiator of our destination.

• Highlight ecotourism Partners through paid media, public relations, digital marketing, and social media.

• Balance of hotels (eight eco-friendly hotels) and vacation homes for conversion

Target Markets: Target Audiences: • Charlotte, NC • Families • Atlanta, GA • New York City • With Preschoolers & • Chicago, IL Tweens/Teens • Washington, D.C. • Multigenerational Families • Boston, MA • Millennials • Pittsburgh, PA • YANKS (Young Adults No Kids) • Detroit, MI • Ohio Digital: • Landing pages on EXPERIENCEKISSIMMEE.COM • Display banners (desktop & mobile) • Paid & organic social media (Facebook, Twitter, Instagram, Snapchat) • Native advertising • Online video CAMPAIGN • Blogs Communications: TACTICS • Matador Network • Madden Media amplified storytelling • Proactive media pitching

CRM: • Flip.to campaign Total Campaign Impressions To-Date: 113M COMMUNICATIONS 48 Media Hits • Orlando Sentinel PR Efforts • Osceola News-Gazette • Pitched Fall/Halloween in • Bass Angler Magazine Kissimmee to 12 Publications • USA Today Media Visits • Women’s Day • July 27 – 30: Sunday World • Parents Latina PUBLIC RELATIONS • July 10 – 11: SparklesShinyLove • Atlanta Parent

EFFORTS Press Release • Fall Fun in Kissimmee TOP ARTICLES

Kissimmee, le paradis des maisons de vacanes Quartos Temáticos nas Casas de Férias em Kissimmee • Outlet: Le Journal de Montréal • Outlet: Aprendiz de Viajante • Market: Canada • Market: Brazil • Readership: 1,368,343 • Readership: 41,171 • Social Shares: 223 UK IN-MARKET MEDIA VISIT

London July 1-5, 2018 • VISIT USA Media Marketplace • 13 one-on-one appointments with top UK journalists Total Views 48,240 48,240 EXPERIENCE KISSIMMEEAND MATADOR Total Views 36,522 36,522 Total Views 726,181 Total Views 589,173

Confidential And Proprietary Information OVERVIEW ENGAGEMENTS IMPRESSIONS 7,377,683 41,418+ TOTAL TOTAL KISSIMMEE’S KISSIMMEE’S WEBSITE REFERRALS TO EXPERIENCE EXPERIENCE 1,416,587 VIEWS TOTAL 2.7K 2.7K

Confidential And Proprietary Information MEETING SALES MEETING SALES SUCCESS

JULY 2017 JULY 2018

Leads Sent Requested Rooms Leads Sent Requested Rooms YOY Leads Sent

109 82,446 142 121,237 30%

FISCAL YTD 2017 FISCAL YTD 2018

Leads Booked Contracted Rooms Leads Booked Contracted Rooms YOY Leads Booked

329 168,641 397 212,373 21%

June 2018 May 2020 October 2019 Central Florida Robotics First American Association of Lego League Orlando January 2019, 2020, 2021, 2022 Invitational Shine Symposium Individual Investors Gaylord Palms Resort and Embassy Suites by Hilton Orlando Lake Omni Orlando Convention Center Buena Vista South ChampionsGate 2,600 Total Room Nights 2,420 Total Room Nights 1,905 Total Room Nights SALES ACTIVITIES

Annual Conference July 11-13, 2018 Ft. Lauderdale, FL

Largest Attendance!

500 Florida Association planners and industry suppliers SALES ACTIVITIES

Client Event July 26, 2018 Central Florida Education Day & Expo 14 planners, guest, and partners July 23-26, 2018 July 19, 2018 Las Vegas, NV Gainesville, FL 4,000 attendees – Record!

47 planners 27 one-on-one appointments; 3 partners COMMUNITY RELATIONS Education Foundation - Supply Drive 500

• EK staff donated school supplies • 20,000 pieces with an estimated value of $6000 • Experience Kissimmee Excel-arators won 1st place in the Small Business Division – Education Foundation • EK created internal teams to increase friendly competition amongst staff – Red Team Won! KEYUPCOMING EVENTS

Aug. 22-24, 2018 – MPI SES, Ponte Vedra Beach, FL

Aug. 23-25, 2018 – TBN Show, Rio de Janeiro, Brazil

Aug. 23-25, 2018 – Connect Annual Marketplace, Salt Lake City, UT

Aug. 30-Sept. 2, 2018 –Tom Joyner Family Reunion, Gaylord Palms Resort

Sept. 4-6, 2018 – La Cita, Ft. Lauderdale, FL

Sept. 6, 2018 – ConferenceDirect Industry Insights, Chicago, IL KEYUPCOMING EVENTS

Sept. 7, 2018 – EK Marketing Summit, Embassy Suites by Hilton Orlando Lake Buena Vista South

Sept, 20, 2018 – MPI PYM, Dallas, TX

Sept. 22 - Oct. 2, 2018 – Argentina Sales Mission

Sept. 23-30, 2018 – India Sales Mission

Sept. 26, 2018 – PCMA SE Chapter Event, Island Grove Wine Company at Formosa Gardens

Sept. 28, 2018 – MPI New Jersey Chapter Event KEYUPCOMING EVENTS

Sept. 29, 2018 – Family Reunion Workshop, Kissimmee, FL

Oct. 19, 2018 – EK’s Annual Meeting and International Roundtables

Oct. 21-27, 2018 – China Sales Mission

Oct. 24-25, 2018 – RTO Orlando, Kissimmee, FL THANK YOU