Orange County Board of County
Commission – December 20, 2011
Gary Sain
President & CEO
Industry Performance
Orange County TDT
21,000,000
2007
2008
2009
2010
2011
19,000,000
17,000,000
15,000,000
13,000,000
11,000,000
9,000,000
7,000,000
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Orange County Comptroller
Orange County TDT
2007
21,000,000
2008
2009
2010
2011
2011
19,000,000
17,000,000
15,000,000
13,000,000
11,000,000
9,000,000
7,000,000
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Source: Orange County Comptroller
Local Market Indicators
2011 YTD (millions)
vs. ’10
Orange County Convention Center (Oct YTD)
Convention & Tradeshow attendance
Orlando International Airport (Sep YTD)
Domestic
International
Orlando Sanford International Airport (Oct YTD)
.830
+11.1%
26.817
+2.6%
24.224
+2.2%
2.593
+6.4%
1.350
+31.7%
Domestic
.925
+42.6%
International
.425
+12.9%
Sources: Airports, Orange County Convention Center
Hotel Industry Performance
2011 Oct YTD
Metro Orlando
Demand (% change)
Florida
7.1%
National
6.6%
5.1%
Occupancy*
68.1%
6.5%
63.8%
6.5%
61.8%
4.4%
Average Daily Rate*
$94.31
4.3%
$108.59
4.2%
$101.85
3.6%
RevPAR*
$64.27
11.0%
$69.30
10.9%
$62.93
8.2%
* Occupancy, ADR & RevPAR from Smith Travel Research does not include Disney-owned hotels or
alternative forms of accommodations such as vacation homes, timeshares, or campgrounds.
Source: Smith Travel Research; Visit Orlando Market Research & Insights
Domestic Marketing
Key Fall Marketing
Programs
•
•
•
2nd Summer Campaign
Canada Campaign- comprehensive TV, print and digital media
campaign
Orlando Calling - manage the local publicity efforts/media
liaisons
2nd Summer Campaign
• Targeted driving visitation for Fall “need period”
• Advertising consisted of Radio, Print, TV, Digital, Outdoor –
July 30th – August 20th
• 190 million paid media impressions
• Web page traffic up 17%
• PR/Strategic Alliances effort brought 10 radio stations in for live
broadcast at beginning of the campaign; achieved over 52
million impressions
• Magical Dining
•
•
Web traffic up 30%
40,000 meals served – up 30%
Canada Campaign
• Canada Campaign launched on
November 1 with Television,
Newspaper and Digital
• Campaign celebrated an Orlando
dedicated appearance on Canada’s #1
TV morning show, CITY TV
• Canada’s 24 hour news station, CP24,
broadcasted live from Orlando Nov 28,
29, 30 for 12 hours each day with a
total of 144 live cuts
• Launch of a 2 week TV promotion on
CHCH TV and generated the most
entries ever with nearly 54,000 entries
Orlando Calling
• A music festival featuring
four stages of American
Artists from the Blues,
Country, Rock, Alternative,
Nu Folk and R&B including
headliners Bob Seger, Kid
Rock and The Killers
• Nov. 12 – 13, 2011
• Set in America’s
entertainment playground of
Orlando, Florida at the
world famous Citrus Bowl
Park
World Travel Market (WTM)
•
•
United Kingdoms largest annual travel trade exhibition which
was held in November in London
Conducted 63 media and trade appointments
Visit Orlando Awarded Destination Partner of the Year
from Virgin Holidays
Key 1st Quarter Marketing
Initiatives
•
Global Marketing
– ONE Travel Conference January 15-17 focused on cultural,
historic and shopping
– Family Day in Canada with multiple broadcast outlets
– Launching of the Colombia Campaign
– Launching of the Brazil Campaign
– Tour Operator Co-ops in Germany and United Kingdom
– Launching the new Travel Professional and Media websites
– Launching new Travel Professional Toolkit at the New York
Times Trade and Consumer Show March 2-4
Convention Sales
Convention Sales
Year to Date
•
•
•
888 meetings secured
1.4 million room nights
More than $1.1 billion in future spending
International Association of
Exhibitions and Events
Chef James Katurakes, also known as Chef K, of Centerplate
International Association of
Exhibitions and Events
Key 1st Quarter Sales
Initiatives
•
Sales Events
January 31 – New Jersey Sales Event
February 16 – Tallahassee Sales Mission
February 23-26 – Social, Military, Educational, Religious, Fraternal
(SMERF) Familiarization Trip
March – Washington D.C. Sales Mission
•
Tradeshows
January 8-11 – Professional Convention Management Association
January 11-14 – NCAA Convention
January 24-27 – Religious Conference Management Association
February 28 – Destination Showcase
March 25-28 – CBI Pharmaceutical Tradeshow
Local
Community/Membership
Community Work Day
Boys & Girls Club of Central
Florida
Gary Cain (center), President, Boys & Girls Clubs of Central Florida, accepts the Magical Dining
Month check from Gary Sain (left), President and CEO, Visit Orlando; and Steve Williamson (right),
Strategic Alliances Manager, Visit Orlando.
Thank You