11 | Annual Report
We ARe visit Orlando
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Visit Orlando Our name pretty much says it all. Yet it doesn’t tell the whole story. Officially, we market the Orlando brand to global leisure and business travelers with the goal of increasing overnight visitation. Meaning we invite, encourage and persuade guests from around the world to visit Orlando. And along with our travel and tourism industry partners, we are extremely successful — the destination experienced a record of 51.5 million visitors from 292 countries in 2010.
Focused Mission But we represent the destination with more than just a catchy tagline and a snazzy logo. Our team of 175 marketing and sales professionals are focused on reaching all audiences —
whether consumers, media, travel agents, tour operators, meeting and event professionals, or corporate decision makers — to tell the Orlando story. These collaborative efforts are manifested by marketing campaigns and direct sales efforts in 14 countries, with a significant brand presence in 11 of them. Why? Simply, for the continued economic benefit of the community. Remember, visitors spend $28 billion annually, which helps support nearly 356,000 jobs for our residents. And that contributes to a better quality of life for everyone.
New Logo Represents Global Brand
After conducting extensive research with key stakeholders, our new logo for the global brand debuted during March 2011. The logo represents the organization across all worldwide markets, including leisure, trade, corporate and meeting professionals.
Global Reach
• $28 billion in total annual visitor spending • Global marketing efforts in 14 countries • Significant brand presence in 11 countries
When we changed our name at the end of 2010, we weren’t quite done.
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our leadership reflects
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2011 revitalized the travel and tourism industry as the meetings and conventions market rebounded with higher attendance, and leisure visitors opened up their wallets and began to travel again. Coming off a record 51.5 million visitors in 2010, we expect that when the 2011 numbers are released it will bring us more great news. Our travel and tourism partners are investing in new products and attractions to keep the destination fresh, and Visit Orlando has refocused our efforts to increase visitation — as well as meetings and conventions — during need periods of the year. Through the years, our community has built a strong travel and tourism industry that supports nearly 356,000 jobs, with visitors spending in excess of $28 billion. And we led the way in job creation for Orlando in 2011. With our economy slowly rebounding, we expect to see continued job creation and investment by our industry partners. As always, the Visit Orlando team is committed to our community, our member partners and to ensuring that Orlando continues to be the top destination in the United States for leisure and business travelers. Please review this annual report to learn more about what Visit Orlando does for our community and all whom we serve. — Paul Tang, Chairman, Visit Orlando and Vice President & Managing Director, Hyatt Regency Grand Cypress At Visit Orlando, we work closely with our industry partners to market our brand as one of the top global destinations for leisure and business travel. In 2011, we regularly updated the Orange County Mayor and our elected officials on our achievements and challenges. Their support is paramount to economic growth of our industry and community. We are proud of our numerous accomplishments in 2011 — increased overnight visitation and TDT growth, surging room demand and new city-wide bookings at the Orange County Convention Center. Yet we didn’t do it alone. These successes were only accomplished through collaboration and a strong working relationship with our member partners and industry stakeholders. In 2012, our team of skilled professionals will continue to work in partnership with key stakeholders to capture a disproportionate share of visitors, as well as seeking new opportunities for our great destination. We will continue to find innovative ways to maximize our marketing dollars in order to reach a larger audience, and aggressively address the traditionally slower periods of the year. We are confident our activities and results will positively impact the region’s economy and put more people back to work. — Gary C. Sain, President & CEO, Visit Orlando
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Global Leisure Global Leisure
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Consumer Engagement In January, we encouraged consumers in select markets to submit stories about their vacation-planning challenges at VisitOrlando.com/makeover. Selected winners were then awarded a one-of-a-kind Orlando vacation. Renowned travel expert Emily Kaufman — also known as The Travel Mom — assisted each family in planning its perfect trip to Orlando.
First Quarter Driving Spring Visitation The Big Idea An international marketing campaign with the premise of engaging potential guests to “make over” their Orlando trip using the upgraded vacation planning tools on our newly launched website. Timing January 3-June 30 Markets United States, Canada, Germany and the United Kingdom Tactics Brand advertising, direct marketing, publicity, social media promotions, print co-op advertising, search engine marketing, and trade marketing
While the participants were enjoying their vacation, a global audience of fans was following their adventures on our blog, Twitter, Facebook and YouTube pages.
Third Time’s the Charm A four-week television advertising campaign ran in Ireland — the third year Visit Orlando has conducted a consumer campaign in that market — from mid-February until mid-March in a joint effort with Universal Orlando® Resort and SeaWorld® Orlando. The commercial spots featured footage from the theme parks and a call to action to American Holidays and Sunway, two major tour operators in the market.
Domestic Trade • Emily Kaufman joined Visit Orlando at numerous consumer travel shows, including The Philadelphia Inquirer Travel Show and the New York Times Travel Show Domestic Partnerships • LIVE! with Regis and Kelly kicked off the national promotion the first week in January, offering 10 Orlando vacation giveaways via the television show’s “Travel Wheel” • Emily Kaufman promoted Vacation Makeover with in-market appearances on news programs and travel shows in 11 key markets Domestic Advertising • Co-op program with Visit Florida for television and radio in January and February
Results: Vacation Makeover
• Destination awareness increased by 28 percentage points from the spring 2010 campaign • Intent to travel to Orlando during the next 12 months increased by 11 percentage points among those who were previously exposed to the Visit Orlando brand versus those who had not • Campaign landing-page traffic increased 5% • Accrued a total of 590 million media impressions • Publicity generated $4.86 million in advertising value
Did You Know? Domestic travelers to Orlando accounted for 93% of all visitors and spent $24.5 billion in 2010.
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Global Leisure Global Leisure • Full-page, print co-op program from February through June, including placement in Travel & Leisure and AAA Going Places magazines • Cable and radio coverage in Philadelphia, Pittsburgh, Cleveland, New Haven/Hartford and Baltimore in March and April • Online advertising on Yahoo!, Google and Bing, among other online properties • Hispanic and African-American targeted advertising on cable, print, online and radio
New Multi-Lingual Website Goes Mobile A new Orlando destination website debuted during March 2011. Based on extensive consumer research and testing, the relaunched Visit Orlando website features a Travelocity booking engine, content available in eight languages, enhanced search listings, a blog, videos and a travel-planning tool. It also provides those accessing the site from a mobile device with specialized content available in four languages via VisitOrlando.mobi.
communications, tour-operator partnerships and publicity initiatives that helped generate travel-agency business. The year-long campaign primarily targeted Colombian families with children and couples.
Star Power Emily Kaufman (The Travel Mom) wasn’t the only celebrity that Visit Orlando partnered with during 2011 to promote the destination. Other stars included Joey Fatone (‘N Sync), Jamelia (English R&B star), Kimberly Seals Allers (the Mocha Mom), Sir Cliff Richard (famed rock ‘n’ roller) and Jonathon Carroll (well-known Canadian travel industry spokesman).
First-Ever Campaign Drives Colombian Visitation We launched our first-ever integrated cooperative Colombian consumer marketing campaign designed to promote travel to the destination in February. With support from partners Avianca Airlines, Disney Destinations, SeaWorld® Parks & Entertainment and Universal Orlando® Resort, the multifaceted campaign included consumer advertising, promotions, travel-trade
Results: Colombia • Produced visitor spending
of more than $3 million • Generated nearly 52,000 views on the Colombian campaign landing page
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Jamelia and family
Partnering with German Tour Operators During the second quarter, a series of partnerships with key German tour operators were launched as part of an overall in-country marketing effort. Participants included America Unlimited, CANUSA, DERTOUR, Meier’s Weltreisen, Neckermann Reisen and
Results: German Co-op • Resulted in more than 13,000 passengers booking Orlando trips • Visitors generated spending of nearly $7.4 million during 2011 Thomas Cook Reisen. A broad range of tactics were utilized to engage travel agents and consumers, most notably direct mail, e-newsletters, sweepstakes, online marketing and in-store posters.
Second Quarter Co-op Campaign Targets Brazil To keep the momentum from Brazil going, a marketing campaign targeting middle-to-upper-class families ran from March through December, with peak consumer engagement during April, May, August, September and October. The campaign — which included partners SeaWorld® Parks & Entertainment and Universal Orlando® Resorts — highlighted Orlando as the top family-vacation destination, while also generating travel-agency business. The program consisted of a mix of print, digital, broadcast and cabletelevision advertising; promotions; travel-trade communications; publicity; direct mail; and sponsorship of the Panrotas Forum.
Team Work Increases Airlift Recently Air Jamaica, Avianca, Caribbean Airlines and ArkeFly launched year-round service to Orlando. This new service is the result of AirTeam Orlando and the community continuing to work together with the goal of increasing airlift to the destination.
Visit Orlando Sponsors IndyCar Visit Orlando sponsored the No. 18 Dale Coyne Racing car — driven by James Jakes — during the Izod IndyCar Series race in São Paulo, Brazil on May 2. The sponsorship was in support of the Brazil marketing campaign that launched two months earlier. The race was broadcast in more than 125 countries, and Visit Orlando hosted 25 VIP clients at the track.
May 21-25. Pow Wow is an international show organized by the U.S. Travel Association that is held annually for members of the travel trade. Visit Orlando President and CEO Gary Sain, and Visit Orlando Chair Paul Tang, also attended the three-day event.
Travel Trade: Visit Orlando Attends Pow Wow Visit Orlando’s global marketing and publicity teams attended the International Pow Wow in San Francisco on
Results: Brazil • Co-op campaign produced visitor spending of more than $115 million during 2011
Did You Know? International visitors accounted for 7.1% of Orlando travelers, but represented 13.5% of total spending — $3.8 billion — during 2010.
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Global Leisure Global Leisure Timing August 15-September 30 Markets United States — east of the Mississippi drive markets (Atlanta, Charlotte, Miami & Nashville) and fly markets (Philadelphia & Hartford) Tactics Print advertising, publicity, print co-op advertising, radio spots and promotions, partnerships, digital banner advertising, search engine marketing, social media, trade marketing, direct marketing and outdoor advertising
Third Quarter Deals Push Need-Time Travel The Big Idea A domestic marketing campaign pitching consumers on Orlando’s 2nd Summer: If you did not like your first summer, there is a second summer waiting for you in Orlando. And it is on sale. The program focused on super deals — the intent was to increase overnight visitation during one of the slowest travel periods to the destination.
Results: 2nd Summer • Intent to travel to Orlando during the next 12 months increased by 12 percentage points among those who had previously been exposed to the Visit Orlando brand versus those who had not • Campaign landing-page traffic increased by 17.5% • Radio promotions generated 52 million impressions, with a media value of $1.1 million
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Live Broadcasts Radio stations from 10 key markets broadcast live from the Hyatt Regency Grand Cypress on August 8-9 to promote 2nd Summer and the destination. Each station also ran a two-week, on-air promotion that awarded Orlando vacations to listeners during this period.
Magical Dining Month Now in its sixth year, Visit Orlando’s Magical Dining Month reached “classic” status, and was positioned as a key element of the 2nd Summer campaign. From September 1-30, Central Florida’s best restaurants featured three-course, prix fixe dinner menus for just $30. And for each Magical Dining meal sold, participating eateries donated $1 to the Boys & Girls Clubs of Central Florida.
Results: Magical Dining Month • Landing-page traffic increased by 30% • Publicity generated a media value of more than $739,000 • More than 40,000 meals produced over $40,000 in donations to the Boys & Girls Clubs of Central Florida
Global Hospitality Days To show appreciation for hardworking members of the travel industry, Visit Orlando designed exclusive deals for hospitality workers as part of Global Hospitality Days. More than 60 offers on Orlando hotels, attractions, restaurants, golf and spas were available from August 15-September 30 at VisitOrlando.com/hospitality.
Welcome Home, Chevy Orlando What’s in a name? Well, for Orlando and the new Chevy Orlando, a whole lot. Visit Orlando and General Motors (GM) brought 15 Canadian journalists and bloggers to the destination in August on a road trip aboard one of its newest automobiles — the Chevy Orlando. Although the vehicle is not for sale in the United States, the Chevy Orlando was available in Europe earlier in the year and the Canadian market in October. During the two-day tour, the guests headed to SeaWorld® Orlando, Universal Orlando® Resort, and the Walt Disney World® Resort, while using social media posts to document their experiences with the vehicle and
Looking into 2012: Need Times, Please While the Orlando Makes Me Smile branding continues in 2012, two of the destination’s “need periods” — May-June and AugustSeptember — will receive a renewed focus with separate efforts. The late spring campaign will give consumers a reason to travel to Orlando during May and June, and create a sense of urgency for visitors to start their summer vacation early. 2nd Summer will continue during the early fall, positioning amazing destination deals and new attractions to drive visitation during this shoulder season.
Orlando. In total, the group posted hundreds of tweets and reached a combined Twitter audience of more than 222,500.
Partnering with GM Visit Orlando joined forces with GM during the launch of the Chevy Orlando at the Canadian National Exhibition on August 19-September 5. During the event, more than 2 million attendees had an opportunity to test drive the family-friendly automobile and win an Orlando vacation.
La Cumbre Presents Business Opportunities Visit Orlando attended La Cumbre in Las Vegas during September. The annual three-day event brought together nearly 1,000 travel professionals, exhibitors and suppliers from the United States, Latin America and the Caribbean. Orlando will host La Cumbre in 2012.
Did You Know? Visit Orlando is the largest private Destination Marketing Organization (DMO) in the United States.
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Global Leisure Global Leisure
Fourth Quarter Inaugural Music Event Reflects New Strategy As part of a new strategy that seeks to align signature events in the destination with increasing visitation during need periods, we teamed up with Festival Republic to present Orlando Calling. The two-day concert was held November 12-13 at the Florida Citrus Bowl Stadium. More than 50,000 fans attended the festival, which presented dozens of bands — including acts Bob Seger & The Silver Bullet Band, The Killers, Kid Rock, Pixies, Kid Cudi, Pete Yorn and The Roots — playing on five stages. Festival Republic, one of the United Kingdom’s leading music promoters, produced the massive event.
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Guitar Auction for Charity Celebrity Joey Fatone was on hand to announce a charity auction of Gibson guitars autographed by Orlando Calling bands during a press conference on September 14. The auction proceeds benefited the Fatone Family Foundation’s “My Healing Harmony” music therapy program at Arnold Palmer Hospital for Children.
Calling Orlando “I’ve been looking at creating a festival in the United States for some time. The one thing that nobody needs to do in respect of Orlando is describe where it is. When you say ‘Orlando,’ everybody knows it.” — Melvin Benn, Managing Director, Festival Republic
Results: Orlando Calling • Attendees: 50,000 • Media impressions: 259 million • Media value: $2.9 million
Celebrating World Smile Day Fact: Orlando is the world smile capital. More than 51 million smiling visitors can’t be wrong. To thank our residents who provide the work force — and community support — that make all of this possible, Visit Orlando held a World Smile Day event on October 7 in downtown Orlando. That afternoon, a crowd of 400 people gathered for snow cones and special prize giveaways, such as attraction tickets and themepark merchandise.
Made for Canadians
The Big Idea Made for Canadians, a program that features special deals for our northern neighbors, entered its third year in 2011. The campaign featured discounts on hotels, dining, golf and attractions to encourage visits during Canada’s notoriously cold winter. Timing October 2011-March 2012 Tactics Brand advertising, television co-op advertising, direct marketing, publicity, online advertising, print co-op advertising, search engine marketing, trade marketing and promotions Television Advertising During November, destination co-op television advertising with Universal Orlando® Resort and SeaWorld® Orlando aired on Citytv, Global Ontario and CHCH-TV Ontario. The call to action sent viewers to VisitOrlando.com/canada. Television Partnerships During October, a partnership with Toronto news station CP24 broad-
Results: Made for Canadians • Overall destination awareness increased by six percentage points from the 2010 campaign • Intent to travel to Orlando during the next 12 months increased by 12 percentage points among those who were previously exposed to the Visit Orlando brand • Campaign landing-page traffic increased by 26% as compared to 2010 • Publicity generated $1 million in advertising value
casted a three-day, live remote from SeaWorld Orlando and Discovery Cove®. A two-week promotion with station CHCH-TV Ontario during November and December awarded trips to Orlando to join a live broadcast in the destination for Family Day 2012. Citytv & iTravel2000 Travel Expert and iTravel2000 CEO & President Jonathon Carroll visited the destination and shot a series of vignettes and spots that aired on Citytv during November and December. Carroll also appeared on Citytv’s “Breakfast Television” program that showcased Orlando and included a trip giveaway.
Looking into 2012: Canada A program targeting families to celebrate Family Day, an Ontario holiday, by booking an Orlando getaway was launched in January and February. The recently established holiday is held on the third Monday of February during a long weekend, and encourages families to spend time together or travel. We want to capitalize on the opportunity to connect this family-friendly holiday with the Orlando brand.
Results: United Kingdom • Intent to travel to Orlando during the next 12 months increased by 19 percentage points among those who were previously exposed to the Visit Orlando brand • Publicity generated nearly $3 million in advertising value
U.K. Campaign Contrasts Humdrum with Magic A $1.5 million, four-week co-op broadcast and digital campaign launched in the United Kingdom during October. The 30-second television spots — produced with sponsors SeaWorld® Parks & Entertainment, Universal Orlando® Resort and the Walt Disney World® Resort — contrasted the humdrum of everyday British life with the magic of an Orlando vacation. The commercials ran on ITV1, ITV2 and ITV.com, and included a call to action to traveltrade partners. A fully integrated digital program began in September.
Did You Know? Visitation from Canada, Orlando’s top international market, increased 11% to 960,000 travelers in 2010.
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Meetings & Conventions
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Refocusing on M&C Emphasizing Need Periods Visit Orlando introduced a new threeyear strategic plan during 2011. The plan included five key initiatives specific to the meetings and conventions segment. • Maximize the opportunities for convention center-focused citywide business • Brand Orlando as a compelling and distinctive destination for business events • Identify unique meeting opportunities during critical need periods • Increase our market share from third-party planning organizations • Provide destination education to clients via site visits, fams and industry events
Book Now, Spend Later During 2011, the pressure was on in the highly competitive arena of booking meetings, tradeshows and conventions. Visit Orlando and the Orange County Convention Center sales teams came out swinging and brokered a significant
share of citywide events within the year for future dates. Some of the shows are massive, like MegaCon — scheduled for 2012 and 2013 — with an estimated 40,000 attendees each and combined spending of nearly $90 million.
MegaCon 2011
Convention Bureau of the Year Visit Orlando was recognized by ConferenceDirect as the organization’s Convention Bureau of the Year. The award was presented at the company’s Annual Partner Meeting on March 29 at the Omni Shoreham Hotel in Washington, D.C. Visit Orlando was chosen to receive the award based on feedback from ConferenceDirect’s 325 associates. Criteria for the award included how easy the organization is to work with, as well as the overall business relationship.
While others are smaller but influential. Such as International Pow Wow 2015. The marathon five-day business meeting and networking session — produced by the U.S. Travel Association — will bring together roughly 7,500 professionals and media from 70 countries that represent the global travel trade. This marks the third time the destination has hosted the event since 2006.
Brokered in 2011 SHOW
YEAR ATTENDANCE
SPENDING
MegaCon
2012
Women of Faith
2012
15,000
$9,810,000
Ace Hardware Annual Fall Convention
2013
17,000
$18,939,000
Collaborative Care Conference
2013
10,000
$11,140,000
Global Pet Expo
2014
11,000
$12,254,000
HELI-EXPO
2015
16,800 $18,715,000
International Pow Wow
2015
HIMSS
2020
40,000 $44,560,000
7,500
$8,355,000
32,000 $35,648,000
Did You Know? Visit Orlando booked 897 events during 2011 with an estimated future spending figure of $1.7 billion.
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Meetings & Conventions third-party professionals on what Orlando’s brand attributes are and how to best sell our destination to their clients.
Influencing the C-Suite Campaign Targeted Decision Makers A campaign to influence senior-level executives on the value of meeting in Orlando ran from March through June. The program utilized digital, mobile and SmartBrief advertising. Technology, medical, auto and manufacturing were the targeted industry segments. A mobile landing page was launched for this effort during the second quarter. Microsoft tags were featured on print advertising that drove this audience to content about Orlando’s transformation, and the return on investment for meeting here.
WEC 2011 Visits Orlando
When Meeting Professionals International’s (MPI) WEC 2011 visited the Orange County Convention Center on July 23-26, the “meeting for meeting professionals” posted some healthy attendance figures. Approximately 2,500 attendees participated in the four-day conference.
Visit Orlando CEO Speaks at WEC 2011 During WEC 2011’s opening General Session on July 24, Visit Orlando CEO and President Gary Sain spoke about Orlando as a diverse business destination. He also told the audience of meeting professionals about the new Amway Center and the recent groundbreaking of the Dr. Phillips Center for the Performing Arts.
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Cleaning the World at WEC Nearly 60 WEC attendees spent several hours during the morning of Saturday, July 23, volunteering at Clean the World’s processing facility in downtown Orlando. Participants sorted and cleaned soap bars for re-use and distribution. The Orlando-based Clean the World collects discarded soap and shampoo products from hotels across the United States.
Influencing Third-Party Planners During the past two years, Visit Orlando redoubled its efforts in working with intermediary and third-party meeting planning organizations like ConferenceDirect, Experient and Helms Briscoe. Two additional sales professional were added to this area in 2011. To continue our momentum going with this influential group, the team will continue to strengthen relationships and educate
Reaching Planners Emphasizing Brand Attributes A year-long effort to reach meeting professionals launched in February. The campaign consisted of a 24-page magazine insert, a series of full-page print ads, value-add opportunities and search engine marketing.
Looking into 2012: M&C Campaigns Business Influencer A $2 million campaign targeting senior-level executives — the “influencers” — will run throughout 2012. The campaign will help to strengthen Orlando’s position as a compelling destination to conduct face-to-face business. It will also assist in broadening the appeal of Orlando’s after-meeting opportunities, such as our awardwinning culinary and entertainment options. Advertising, direct marketing, events, and search engine marketing will drive the effort.
Appearing In ... As part of a destination advertising campaign, the destination insert ran in trade publications including Associations Now, Convene, Medical Meetings, Corporate Meetings & Incentives, Rejuvenate, Meetings & Conventions and Successful Meetings. While the print ads appeared in Corporate Incentive & Travel, Black Meetings & Tourism, MPI One+, Meetings South and Associations Now.
$50,000 to apply towards their next Orlando meeting. The contest ran from July 4–September 30, and was promoted at MPI WEC 2011 and during ASAE 2011. Coverage of the makeover contest was picked up by multiple publications, including Corporate & Incentive Travel, Association Conventions & Facilities and Connect.
Meeting Professional A revitalized approach to connecting with meeting professionals launched in February and will run through December. A reimagined print piece serves as the platform that will drive planners to OrlandoMeeting.com. An “Inspiration Spotlight” extension provides member-partners with the ability to showcase their properties on the website via video or photos.
Meeting Makeover
During the past few years, shrinking budgets, limited resources and industry regulations pushed meeting professionals to do more with less. Enter our Meeting Makeover contest, where planners were encouraged to enter for an opportunity to win up to
Did You Know? Orlando hotel-room occupancy increased 5.8 percent in 2011.
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Partners, Industry & Community
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Sharing a Little Sunshine Florida Governor Rick Scott and Visit Orlando President and CEO Gary Sain embarked on a two-day, multi-city tour in March to promote tourism and travel to the sunshine state, with a special focus on meeting planners. The Share a Little Sunshine Rally & Tour made its first appearance in Orlando on March 1 at a press conference arranged by Visit Orlando and Visit Florida. The event was held at the University of Central Florida’s Rosen College of Hospitality Management. Sain then accompanied the governor during client meetings with current and potential meeting groups in Chicago and New York on March 2.
Why Travel Matters The 2011 National Travel & Tourism Week (NTTW) was celebrated by
Visit Orlando throughout the destination on May 7-15, during a series of events and activities. Established by Congress as a joint resolution in 1983 and sponsored by the U.S. Travel Association, the week aims to encourage and promote the economic, cultural and social benefits of international and domestic travel.
NTTW Events • I-Drive 5k Charity Run • City of Orlando NTTW Proclamation • ‘Thank You’ Day at Orlando International Airport • Travel Rally Day • Orange County NTTW Proclamation • Visit Orlando NTTW Luncheon • Character Day at Orlando International Airport • Orange County Economic and Jobs Summit • City of Orlando Neighborhood & Community Summit
Leading Through Social Responsibility Visit Orlando has a long history of advocating for corporate social responsibility (CSR). We fundamentally believe in it as an organization and are actively involved with a number of charitable and volunteer groups. And our employees are encouraged to give back to their communities. In an effort to coordinate these activities across the enterprise, we initiated an internal CSR Team. The group meets monthly to discuss CSR partnerships, ideas and outreach to the community, as well as develop company-wide guidelines and procedures.
Back to School As part of Visit Orlando’s ongoing Hot Topics! Educational Sessions — a series of informative mini-conferences covering industry trends, issues and challenges — the Partner Relations team developed a strong lineup of events for 2011. The two-hour sessions covered a wide range of topics this year, from the state of the economy and developing social media programs, to the multi-generational workforce and working with the travel trade. Fittingly, all were held at the University of Central Florida’s Rosen College of Hospitality Management.
Tourism Makes Me Smile
Tapping the Network
During NTTW, Orange County Mayor Teresa Jacobs unveiled our new Orlando Travel & Tourism Makes Me Smile community campaign. The program highlights the positive economic impact of travel and tourism on the Central Florida region through print advertising and community relations efforts.
Helping member partners tap the power of networking was our mission in 2011. A new monthly Business Referral Group was formed this year specifically for those companies interested in corporate social responsibility (CSR). These events — which includes another referral group that meets weekly — provide opportunities to build relationships and generate leads
Did You Know? Orlando’s tourism industry generated a total of 355,725 indirect and induced jobs in 2010 — enough workers to fill the Amway Center almost 19 times.
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Partners, Industry & Community 2011 Member Partners – 1,132 total Visitor Services – 16%
Accommodations – 21%
Transportation – 4% Retail – 5% Attractions – 17% Dining – 21% Convention Services – 16%
from fellow organizations within the hospitality industry. We also held Visiting Ours Networking Mixers, an after-hours outing located at a different destination hotspot each month. Additionally, our monthly 101 Sessions focused on learning about and working with different departments within Visit Orlando.
Award-Winning Team Best of Show Visit Orlando won numerous industry awards related to its marketing, advertising and public relations programs during the year. Among the awards Visit Orlando received in 2011:
Visit Florida Flagler Awards • Marketing Budget Over $1 Million: Best of Show — Visit Orlando • Creativity in Public Relations: Henry award for World Smile Search • Resource/Promotional – Trade: Henry award for Plastics Industry Trade Association Pitch • Radio Advertising: Henry award for Orlando’s Magical Dining Month • Mixed-Media Campaign: Silver award for ORLANDO É SÓ ALEGRIA! HSMAI Adrian Awards • Top 25 Most Extraordinary Minds in Hospitality Sales and Marketing: Danielle Courtenay • Digital Marketing: Platinum Adrian Award for 67 Days of Smiles • Public Relations: Platinum Adrian Award for 67 Days of Smiles • Digital Marketing: Gold Adrian Award for 67 Days of Smiles • Social Media Public Relations: Gold Adrian Award for 67 Days of Smiles • Advertising: Silver Adrian Award for Orlando Makes Me Smile Smart Meetings • Visit Orlando — Platinum Choice Award Virgin Holidays • Visit Orlando — Destination Partner of the Year
Aspiring to Be Green(est) Through collaboration with the local chapter of the U.S. Green Building Council, area hotels, and attractions, Visit Orlando has been integral in establishing Green Destination Orlando. The pilot program will set sustain -ability standards for destinations throughout the world, guiding them down the path to sustainability.
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Visitor Appeal During April, our Official Visitor Center on International Drive went through renovations that reflected a more modern look. The space was opened up by relocating several walls, and new paint, tile and carpeting were installed. Additionally, updated information desks were constructed that provide an inviting area for visitors to find information about all of Orlando’s vacation and entertainment options.
Helping Teens Discover Tourism Visit Orlando developed an umbrella program to provide career exploration and promote opportunities to the future workforce in the travel and hospitality industry. The 2011 Discover Tourism Days program is geared to teens that are interested in working in the Central Florida tourism and hospitality industry, and provides educational counseling and career insights from travel experts. Activities include site visits to participating organizations such as theme parks and hotels, as well as workshops focused on career and educational exploration.
• National Academy Foundation’s Annual High School Conference and Tradeshow with the University of Central Florida Rosen College of Hospitality Management (November & December) • Tourism Job Shadow Day with the University of Central Florida Rosen College of Hospitality Management (September)
Discover Orlando Tourism Day Events • Jump at the Sun Youth Program with the Zora Summer Arts Camp (June) • Universal Foundation’s Boys & Girls Club Branch (July) • Grand Avenue Primary School Partnership in Education (August)
Did You Know? Tourism generated $7 billion in Central Florida taxes and fees in 2010.
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Corporate
2011 Visit Orlando Budget Total Revenue & Resources Tourist Development Tax............................ $30,500,000........ 59% Revenue Generated by Visit Orlando...........21,134,000........ 42% Entrepreneurial Programs........................12,661,000........ 26% Dues..................................................................... 2,729,000........... 5% Fair Share............................................................3,657,000........... 7% Other.........................................................................237,000............ 1% Savings Carryover from Previous Year ...................................................1,850,000...........4% Total Revenue & Resources..............................$51,634,000
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Total Expenses Leisure Marketing/Tourism.......................$32,481,000.............64% Convention Sales & Services.....................10,500,000.............20% Administration/Reserves/Capital.............. 4,076,000................8% Public Relations/Research.............................3,438,000................ 7% Member-Partner Services................................1,139,000................ 2% Total Expenses....................................................$51,634,000
Top Non-Florida Domestic Leisure Origins
Orlando Visitation 60 50
51.5 3.7
54.3 3.8
49.3 2.7
47.8 2.7
48.7 2.8
48.9 3.4
46.6
45.1
45.9
45.5
43.3
47.8
50.5
2005
2006
2007
2008
2009
2010
2011p
46.6 3.3
40 30 20 10 0
Source: D.K. Shifflet & Associates, Tourism Economics, U.S. Department of Commerce and Office of Travel and Tourism Industries
Visitor Profiles Non-Florida Domestic Leisure
Avg. length of stay = 5.5 nights Avg. party size = 2.9 persons Avg. expenditure per visitor, per trip = $1,044* *Includes transportation cost to and within Orlando
International Visitor
Avg. length of stay = 9.0 nights Avg. party size = 2.3 persons Avg. expenditure per visitor, per trip = $997* *Does not include international airfare, but may include transportation costs within the destination and the United States
Domestic Group Meeting
Avg. length of stay = 3.4 nights Avg. party size = 1.4 persons Avg. expenditure per visitor, per trip = $988* *Includes transportation cost to and within Orlando
n International n Domestic
New York, NY........................................... 12.8% Atlanta, GA.................................................6.0% Philadelphia, PA........................................ 4.1% Boston, MA (Manchester, NH)......... 3.7% Chicago, IL.................................................. 3.5% Dallas-Fort Worth, TX...........................2.9% Charlotte, NC............................................ 2.2% Birmingham (Anniston and Tuscaloosa), AL.................................... 2.1% Detroit, MI.................................................... 2.1% St. Louis, MO..............................................2.0% Source: D.K. Shifflet & Associates
Top International Origin Markets 1. Canada 2. United Kingdom 3. Brazil 4. Mexico 5. Colombia 6. Germany 7. Venezuela 8. Bahamas 9. Dominican Republic 10. Argentina 11. Scandinavia Source: OTTI & ADI
Top Florida Origin Markets 1. Orlando-Daytona Beach Melbourne, FL 2. Tampa-St. Petersburg (Sarasota), FL 3. Miami-Ft. Lauderdale, FL 4. West Palm Beach-Ft. Pierce, FL 5. Jacksonville, FL 6. Ft. Myers-Naples, FL 7. Gainesville, FL 8. Tallahassee, FL-Thomasville, GA 9. Mobile, AL-Pensacola (Ft. Walton Beach), FL 10. Panama City, FL Source: D. K. Shifflet & Associates
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Corporate Thanking Our Corporate Ambassadors for 2011 Visit Orlando’s Corporate Ambassador program reaches out to businesses that are interested in marketing to our local partners. To find out more about the benefits of becoming a Corporate Ambassador, contact our Partner Relations and Development Department at 407-354-5568, or partnerrelations@visitorlando.com.
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board of directors & executive team Executive Committee
Chair
Paul Tang
Vice President & Managing Director Hyatt Regency Grand Cypress
Chair Elect
Paul S. Mears, III
President Mears Transportation Group
Past Chair
George A. Aguel
Senior Vice President of Worldwide Sales and Services Walt Disney Company
Treasurer
William A. Davis
President & Chief Operating Officer Universal Orlando Resort
Secretary
Peter Kacheris
Managing Director Waldorf Astoria Orlando and Hilton Orlando Bonnet Creek
Elected Directors
David Bartek
Regional Director of Operations Loews Royal Pacific Resort at Universal Resort
Greg J. Hauenstein
Barbara Bowden
Area Vice President — Americas Southern Region Marriott International Inc.
Yolanda Londoño
John Martin
Alex Martins
Vice President, Global Social Responsibility Tupperware Brands Corporation
John A. Marzano
Leslie A. Menichini
Vice President of Sales & Marketing Rosen Hotels & Resorts
At-Large Directors
William T. Dymond, Jr. President, CEO & Managing Partner Lowndes, Drosdick, Doster, Kantor & Reed, P.A. Attorneys at Law
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Steve Contos
Chief Operating Officer SeaWorld Brands
General Manager/ Area Managing Director Buena Vista Palace Hotel & Spa
Vice President, Chief Communications Officer Orlando Health
Daniel B. Brown
General Manager The Peabody Orlando
Donald Engfer
Senior Vice President Tishman Hotel Corporation
President The Capital Grille Darden
President Orlando Magic
Doug Ridge
Craig Swygert
General Manager Orlando World Center Marriott Resort & Convention Center
Steven Jamieson General Manager The Mall at Millenia
President — General Manager Clear Channel Outdoor Orlando Division
Susan Godorov
Vice President, Marketing General Manager Pointe Orlando
Ex-Officio
Non-Voting Member
Director of Public Affairs Greater Orlando Aviation Authority
President & CEO Visit Orlando
Carolyn Fennell
Gary C. Sain
County-Appointed Ex-Officio
Craig Mateer President Bags, Inc.
Ex-Officio Directors
Kathie Canning
OCCC Designate Deputy General Manager Orange County Convention Center
Graciela Noriega Jacoby
Brooke R. Bonnett
Chief of Staff Orange County Government
Director Economic Development Department
(Represents Mayor Teresa Jacobs)
(Represents Mayor Buddy Dyer)
Richard Maladecki
Dr. Daniel Holsenbeck
Margot Knight
Marty Rubin
Peter Cranis
Deborah Henrichs
President Central Florida Hotel & Lodging Association
Vice President, University Relations University of Central Florida
Rick Weddle
President & CEO Metro Orlando Economic Development Commission
2011 Outgoing Board of Directors
Patrick Aliu
PSA Constructors, Inc.
Olga Calvet Rix Lounge
Kevin Healy
AirTran Airways
United Arts of Central Florida
Smart City Telecom
Ann Sontag
Orlando Business Journal
Alan Villaverde The Peabody Orlando
Visit Orlando Executive Management Team
Gary C. Sain
President & CEO
Misty Johantgen
Senior Vice President of Partner Relations & Development
Laurence Barron
Danielle Courtenay, APR
Susan Lomax
Tammi Runzler
Chief Digital Officer/ Chief Technology Officer
Vice President of Global Publicity
Chief Marketing Officer
Senior Vice President of Convention Sales and Services
Vice President of Global Consumer Marketing
Jay Santos
Vice President of Global Travel Industry Sales & Marketing
Larry Henrichs
Vice President of Interactive/Print Support Services
Chief Operating Officer/ Chief Financial Officer
Karen Soto
Sheryl Taylor
Associate Vice President of Human Resources
Associate Vice President of Partner Development
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Our Mission The mission of Visit Orlando, as the industry’s leader, is to brand, market and sell the area as the premier leisure, convention and business destination for the continual economic benefit of the community.
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6700 Forum Drive, Suite 100 • Orlando, FL 32821-8017 • 407-363-5800 • VisitOrlando.com