Greater Orlando Aviation Authority Board Meeting Wednesday, February 17, 2016

Wednesday, February 17, 2016

Award

Wednesday, February 17, 2016

GOAA PRESENTATION February 17, 2016

ONGOING TEAM INITIATIVES • Elevate the destination brand • Strengthen and expand key strategic partnerships • Showcase Kissimmee as the Vacation Home Capital of the WorldTM • Bolster the destination’s sports profile • Retain national social media ranking; advance our profile nationally and abroad • Engage more news media representatives and social influencers

NEW/ENHANCED TEAM INITIATIVES • Grow partnerships with the theme parks • Expand International presence (new markets) • Position Kissimmee Sports Commission as the destination’s sports authority • Work alongside the West 192 Authority to promote growth and development initiatives within the tourism corridor • Responsive website to increase engagement and B2C communications t  Annual website visitation: 2.5 million visitors, 7.9 million pageviews • Engage with consumers via social media  Facebook fans: 1,034,191  Twitter followers: 39,100  Instagram followers: 7,770 • DMAI Accreditation • Strategic Plan

OUR DMO FOCUS International Sales & Marketing Domestic Leisure Marketing & Sales Sports & Event Services Meetings & Conventions Communications Publicity/Media Relations Social Media Online Communications

Community/Industry Relations International Business Development

KEY INTERNATIONAL SALES & MARKETING ACTIVITIES • Nine (9) Sales Missions • Tour Operator FAMs • 22 Trade shows & Awareness programs • Five (5) Direct Consumer Campaigns • Co-Op Advertising • Translate Destination Magazine Features

BY THE NUMBERS… TDT collections ($44.8M vs. $40.6M) increased 10.5% YTD over last year Timeshares 3.8%

RV Parks / Campgrounds 1.1%

Hotels & Motels 48.7% Vacation Homes Hotels & Motels RV Parks / Campgrounds Timeshares

Vacation Homes 46.4%

CHINA COALITION FAM MARCH 14-16, 2016 Media FAM part of this year's VISIT FLORIDA China Coalition partnership FAM attendees will include two key opinion leaders (KOLs) and six traditional media from, Shanghai, Beijing and Guangzhou.

Media outlets include: • • • • • •

Apex Manual (富甲天下) Wings of China (中国之翼) ICON (云中往来) Holiday Mook (度假) Senselife Magazine (绅士生活) Life Element(生活元素)

Wings of China is Air China’s in-flight magazine Circulation: 360,000

Apex Manual is an “Ultra Luxury Lifestyle Magazine” Circulation: 160,000

EDUCATIONAL TOURISM FEBRUARY 11-20, 2016 Chinese Equestrian Junior Camp Equestrian training, activities and attractions for students • Designed in partnership with Al Marah & Florida International College • Direct result of December 2015 China trade mission and FAM • 15 Chinese campers, 30 parents registered to date • 14-day high end camp offered after February • Parent Enrichment Program, Spa, workshops, Attractions • Exploring additional opportunities

EDUCATIONAL & INVESTOR TOURISM JANUARY 25 – FEBRUARY 5, 2016 Chinese Education group •

91Chinese students & chaperones

•

Partners: Brighten International, American Explorers Academy

• Valencia ESOL classes & attractions •

41 members to present a Chinese Cultural performance at Disney Springs

CHINESE INVESTOR VISIT JANUARY 25, 2016 Hosted 20 Chinese investors interested in purchasing vacation homes 25 vacation homes sold since November as a result of the October China Media and Trade mission Other investor meetings held and planned Investor endeavors results in more students coming to destination

WITRIP MAGAZINE PRESS TRIP JANUARY 13-15, 2016 WiTrip is the first Shanghai-based Luxury travel magazine. Editor Grace Yuan visited Kissimmee on assignment for a Florida cover story focusing on family travel. Featured destnations include: • Kissimmee • Palm Beaches • Space Coast Expected Air Date: June 2016 Circulation: 200,000 monthly

TUDOU DIGITAL TV SERIES FILMING JANUARY 10-15, 2016 Partnership with VISIT FLORIDA to be featured on Quluxing. Filming at: • Forever Florida Ziplines • Adventures in the Wild • Orlando Balloon Rides • Jeeves Holiday Vacation Homes Hosted by Si Wen Jia, popular talk show host/actress and husband Mino Jia, a famous DJ and Radio personality for Shanghai East Radio Station. Expected Air Date: March 2016 Estimated Impressions: 30 million

Si Wen Jia was winner of China’s 2012 TV Entertainment Award for Best Talk Show Host and has more than154k fans on Weibo.

CHINA FAM DECEMBER 5-12, 2015 Education, Culture and Eco/Agricultural tourism promotion • 9 guests including key members of Beijing Equestrian Association • Co-hosted with Al Marah and Florida International College • Focus on coordinating details to host equine training and equine events • 15 participating partners, including Global Resort Homes, Sea World, Wild Florida, Medieval Times, Valencia College, Omni/Zen Restaurant, Gaylord Palms/Villa Flora • Chinese guests participated in our Beijing dinner

CHINA MEDIA & TRADE MISSION OCTOBER 11-17, 2015 Attendees included: • DT Minich, Experience Kissimmee • Frank Kruppenbacher GOAA Chairman • Maria Grulich, Experience Kissimmee • Michael Harford, Osceola County Commissioner • Vicki Jamarillo, Orlando International Airport

Focused on building relationships with key travel professionals and media Conducted one-on-one meetings with top tour operators and airline executives Hosted media lunches for over 65 top travel media in Hanghzhou, Beijing, Shanghai

CHINA MEDIA & TRADE MISSION OCTOBER 11-17, 2015 Hosted VIP Dinners for 70 investors, airline VIPs, education tourism groups and tour operators. One on One meetings and trainings with top tour operators in Beijing and Shanghai. Tonghzhou District MOU signing ceremony between Tonghzhou District Government and Osceola County Government.

Tudou Video Series Filming January 10-15, 2016

EMIRATES WORLDWIDE CONFERENCE OCTOBER 2015

Emirates Airlines Worldwide Marketing and Sales Conference

85 Emirates executives hosted at The Bohemian Hotel Celebration Experience Kissimmee sponsored a dinner and tour of two vacation rental homes properties Experience Kissimmee welcomed the group the next morning during breakfast and spoke in depth about our destination

AIRLINE EXECUTIVES VISIT OCTOBER 23-25, 2015 Kissimmee, Orlando International Airport and Experience Kissimmee hosted 13 airline executives

• Attended the Orlando City soccer match for a grand finale, U.S. Women's National Team vs. Brazil • Day at Epcot’s International Food & Wine Festival, along with golf at Omni and shopping opportunities • Stayed at Omni Orlando Resort at ChampionsGate

SOUTHWEST DECK PARTY NOVEMBER 2015

Hosted in partnership with the Orlando International Airport • Attended by 800+ SW employees • Prize giveaways provided by partners

ICELANDAIR DENMARK FAM SEPTEMBER 22-26, 2015 Kissimmee: The Unexpected Central Florida • Co-sponsored partnership with Universal Orlando and Icelandair Denmark

• Visited Universal Orlando, Wild Florida, Medieval Times Dinner & Tournament, Paddling Center, Celebration

COPA AIRLINES/NORDESTE ROADSHOW (BRAZIL) SEPTEMBER 17-24, 2015 • Partnership with Copa Airlines • Trainings in Salvador and Recife • More than 50 agents per city

COPA, TAMPA CVB CO-OP PARTNERSHIP JULY 2015 6 trade seminars in the south of Brazil in partnership with Copa Airlines and Tampa Bay CVB First time promoting destination in Curitiba, Porto Alegre, Sao Paulo (interior) and Campinas, which are very influential because of the new airlift and a strong economy • •

Average of 40 agents/staff per presentation Major tour operators included:  Soul Traveler  BWT Operadora Seminar  Decolar  Nice Via Apia  Soft Travel

BRITISH AIRWAYS CAMPAIGN JUNE 2015 United Kingdom, June 2015 Kissimmee Campaign Channels: • Online partnership with TripAdvisor • Out of home advertising (OOH) • Digital display -utilizing key OTA’s to target warm holiday makers and • search retargeting 1,424 room nights booked to Kissimmee  up 288% over last year

ARABIAN TRAVEL MARKET DUBAI MAY 2015 • High level meetings with Orlando International Airport and Emirates Holidays • Product meetings with Emirates Meetings with Visit Florida and potential Gulf partners • Meetings with investment group interested in vacation home product • Destination Magazine and promotional literature quickly depleted

MEXICO SALES MISSION MAY 2015 Mexico City, Guadalajara & Monterrey • Sales calls with Aeromexico; future FAMs planned • Sales Mission with Visit Florida and other Florida partners • 150 Agents attended Mexico City training seminar • 70 Travel Agents attended Guadalajara training seminar • 70 Travel Agents attended Monterrey training seminar

DELTA TOUR OPERATOR GOLF FAM APRIL 2015 • 8 top Delta Airlines tour operators based in Dubai visited for the first time • Represent 65% of all travel booked out of Dubai region • More than $30M in sales annually with Delta alone • Partnership with Delta Airlines • Orlando International Airport sponsored dinner

• Shopped and toured area • 7 Industry Partners participated

BRAZIL SALES MISSION &VISIT USA SEMINARS MARCH 2015 Belo Horizonte Sales Mission • 9 Sales calls to tours operators • A Breakfast presentation with Copa Airlines for 30 travel agents

Visit USA Seminars • • • •

Held in Rio de Janeiro, Sao Paulo and Campiñas US Commercial Service events Seminars complemented by destination education presentation 1,500 travel agents attended all 3 events

ICELANDAIR MID-ATLANTIC SHOW FEBRUARY 2015 • Reykjavik • Trade show day with 400+ top agents from Iceland Air • Sponsored dinner with St. Petersburg/Clearwater for all participants

EXTENDING OUR REACH NATIONALLY AND INTERNATIONALLY

INTERNATIONAL SALES & MARKETING

Canadian Consumer Campaign—January 2016 London Take Over—January 2016 Florida Huddle (Tampa)—January 26-28, TWIGS (Travel Women in Golf Society; Kissimmee)—January 24-25 Mid Atlantic Show (Reykjavik, Iceland)—February 4- 7, 2016 RTO Summit West (Marina del Rey, California)—February 16-18, 2016 Brazilian Consumer Campaign—February 2016 Colombia Consumer Campaign—February 2016 Mexico Consumer Campaign—February 2016 Anato (Bogota, Colombia)—February 24-26, 2016

INTERNATIONAL SALES & MARKETING ITB (Berlin)—March 9-13, 2016 WTM Latin America (Sao Paulo, Brazil)—March 29-31, 2016 Arabian Travel Market (Dubai)—April 25-28, 2016 Mexico Sales Missions (Mexico City/Guadalajara)—May 2016 Canadian Sales Missions (Toronto/Montreal)—May 2016 RTO East Symposium (New York)—May 1-4, 2016 IPW (New Orleans)—June 18-22, 2016 UK Sales Mission—July 2016 Hotelbeds Market Hub (Location TBD)—September 2016

DOMESTIC LEISURE ACTIVITIES Holiday Campaign: November – December Winter Campaign: January – March Vacation Home Rental Campaign: January – September New York Times Travel Show: January American Bus Association (ABA) Conference: January Military Travel Fairs: March Destination Boot Camp: Spring/TBD Student & Youth Travel Association Conference: August Fall Campaign: August-October Military Travel Fairs: September

Thank you!

Wednesday, February 17, 2016

2015 HOLIDAY REVIEW & 2016 SPRING OUTLOOK February 17, 2016

2015 - 2016 HOLIDAY SEASON  Friday, December 18, 2015 ~ Monday January 4, 2016

 Checkpoint Performance  Baggage Operations  Parking

 Traffic Milestones Wednesday, February 17, 2016

PREPARATIONS  Planning begins in August

 Increased staffing by GOAA, TSA, airlines, concessionaires and custodial to ensure “The Orlando Experience” is provided to our guests  GOAA Operations, Customer Service, and Maintenance provided assistance in the Security Checkpoints freeing TSA to concentrate on Screening Passengers  TSA K-9 assistance provided from other airports Wednesday, February 17, 2016

RECORD BREAKING PERIOD  January 2nd the busiest day of the year for MCO • 78,256 passengers departed MCO, an all time record for our airport

 January 2nd and 3rd, first consecutive days with over 70,000 passengers departing each day  The Holiday period showed a 13% increase over the same period last year

Wednesday, February 17, 2016

CHECKPOINT OPERATIONS 80,000

2015/2016 Holiday Season Departures Wednesday, December 30, 70,933

75,000

Sunday, January 03, 74,757 Saturday, January 02, 78,256

70,000 65,000 60,000 55,000 50,000 45,000 40,000 35,000

2014/2015 Actual Departures - 1,013,579

2015/2016 Actual Departures - 1,145,089 (13.0% Increase)

Wednesday, February 17, 2016

CHECKPOINT OPERATIONS

 Despite record travel, lines at the Security Checkpoints remained manageable as a result of: • TSA increased staffing • Increased Passenger Screening K-9’s assigned to MCO • GOAA staff supplementing TSA line management and divesting coaches during high volume periods

Wednesday, February 17, 2016

INTERNATIONAL PASSENGERS  2014

513 flights arrived in with 97,675 passengers

 2015

629 flights arrived in with 118,059 passengers 23% increase in flights

21% increase in passenger activity

Wednesday, February 17, 2016

BAGGAGE OPERATIONS  As a result of additional TSA and GOAA staffing, there were no significant baggage disruptions • Over 780,000 bags moved through the airport’s baggage system • January 2nd proved to be the biggest day in airport history for baggage, moving 65,466 bags • January 2nd and 3rd were the busiest 2 days of baggage operations

Wednesday, February 17, 2016

PARKING  Parking experienced the largest increase in activity at over 26%. • North Park Place closed at capacity on 12/23 at 11:00pm • South Park Place closed at capacity on 12/26 at 10:30am

• West Park Place opened for the first time since 2006 on 12/26 parking approximately 1,200 cars • Various levels of the garages were at capacity multiple times over the Holiday • 12/26 was the peak day of parking with lots and garages at or near capacity

Wednesday, February 17, 2016

AIRLINE ACHIEVEMENTS  Almost all of the Airlines posted either record or near record daily and holiday period passenger numbers, as an example: • American Airlines noted passenger enplanement records everyday with January 2nd being an all time record for MCO with 10,430 passengers departing that day • Over the Holiday MCO became Frontier Airlines 2nd largest operation reaching 100,000 passengers for the month of December and with the newly added crew base increased its number of employees operating in Orlando

Wednesday, February 17, 2016

2016 SPRING OUTLOOK  The region expects another robust Convention Season • Shows ranging from 30,000 to 60,000 attendees

 Spring Break begins around this time and runs through Mid-April • Planning and Preparations with the airport community are complete

• TSA New Hires are in training and assisting in daily operations • Additional K-9’s are being utilized from other airports

Wednesday, February 17, 2016

On the path to 40 million passengers by Summer 2016

Passenger Traffic History & Estimate 52

100

Average load factor over last 12 months: 86% 91 87 86

88 88 85

86 87 86 85 85

90

83

84

86 87

88 87 87 87 89 90

86

86 83

83

82

82

88

86 88 86 88

89 85

84

86 86 84 84 84

85

88 87 86 87 88 87

88 85

77

80

79

80

81

83

84

88 84

86 83

86 85

88

88 86

87 82 82 82 81

84 83 84

85

86

86 82

85 81 78

77

80

72

70

44

Seats

Future Seats

Passengers

Conservative Estimate

86% LF Estimate

Load Factor (12-Month Avg)

60

Load Factor (Monthly) 42

50

40

40

38

30

36

20

If future scheduled seats and 86% average load factor maintained: 39m by Jan 40m by Apr 41m by Aug 42m by Oct

34

Load Factor (%)

Seats & Passengers (Millions)

46

82 83

84

85 83 82 84 85 82

78

82

48

88

90 89

50

42.6m in Dec 10

Conservative Estimate (growth at >=2% less than seat growth) (Equivalent to average load factor dropping to 84.5%): 39m by Jan 40m by Jul 41m by Sep 41.7m in Dec

Source: Innovata flight schedules and GOAA Airline Landing Reports. Updated February 12, 2016.

Nov-16

Sep-16

Jul-16

May-16

Jan-16

Mar-16

Nov-15

Jul-15

Sep-15

May-15

Jan-15

Mar-15

Sep-14

Nov-14

Jul-14

May-14

Mar-14

Jan-14

Nov-13

Sep-13

Jul-13

May-13

Jan-13

Mar-13

Nov-12

Jul-12

Sep-12

May-12

Mar-12

Jan-12

Sep-11

Nov-11

Jul-11

May-11

Mar-11

Jan-11

Nov-10

Sep-10

Jul-10

May-10

Jan-10

Mar-10

Nov-09

Sep-09

Jul-09

May-09

Mar-09

Jan-09

Sep-08

Nov-08

Jul-08

May-08

Mar-08

0

Jan-08

32

Based on currently filed flight schedules which may be subject to significant change.

Wednesday, February 17, 2016

JANUARY 2016 TRAFFIC  Rolling 12-Months Passenger Traffic Summary (Preliminary) • Domestic • International • Total

34,030,402 Passengers

7.70% Change

5,167,517 Passengers

18.33% Change

39,197,919 Passengers

8.99% Change

Wednesday, February 17, 2016

Questions?

Wednesday, February 17, 2016

Wednesday, February 17, 2016

Greater Orlando Aviation Authority Board Meeting Wednesday, February 17, 2016