Tourist Development CouncilCounty Services Building

May 17, 2018

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Table of Contents Agenda……………………………………………………………………………………………………………………………………………..……3

March 2018 Minutes ........................................................................................................................... .4

Financial Report

FY 2017/18 Tourism Development Tax Collections – March 2018 …………………….…………………………13

Staff Reports Tourism Update……………………………………………………………………………………………………………...14

Sports Tourism Bi-Monthly Update………………………………………………………………………………………………20

CFSC TDC Funded Events Update…………………………………………………………………………………………………25

CFSC Report ………………………………………………………………………………………………………………………………..26

Grant Reports

Central Florida Zoo & Botanical Gardens Reports ............................................................................ 27

Contract Reports

Paradise Summary Report ............................................................................................................... 33

Evok Summary Report…………………………………………………………………………………………………………………47

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Tourist Development Council

Meeting Agenda May 17, 2018

Seminole County Board of County Commissioners, Room 3024

I. Call to Order, Pledge of Allegiance Chairman Bruce Skwarlo II. Welcome and Introductions

III. Approval of March, 2018 Minutes* IV. Central Florida Zoo Grant Presentation Charles Davis, Board Chairman,

Dino Ferri, Executive Director V. Hands Only CPR Training Paula Thompson, PIO

Seminole County Fire Dept. VI. Orlando North Tourism Updates Tricia Setzer

1. Ethics Training Update 2. STR Distribution Update 3. Leisure & Meetings Gui Cunha 4. Sports

i. Orlando North Danny Trosset ii. Central Florida Sports Commission Update Shalisa Griffin

VII. Marketing and Advertising 1. Paradise

i. New Website Launch 2. Evok

VIII. Old Business Bruce Skwarlo IX. New Business

1. Promotion of Seminole County City Restaurants & Attractions X. Adjourn

NEXT MEETING: Thursday July 19, 2018

3pm, County Services Building Room 3024

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Tourist Development Council Meeting March 15, 2018 CSB, Room 3024 Meeting called to order by Chairman Skwarlo at 3:00 pm IN ATTENDANCE: Bruce Skwarlo, Frank Cirrincione, Commissioner Henley, Gary Brender, Brenda Urias, George Speake NOT PRESENT: Don Dougherty, Mayor Triplett, Mary Sue Weinaug A quorum was present. Invocation for Cedar Hames by Chairman Skwarlo Pledge of Allegiance Introductions APPROVAL OF AMENDED JANUARY MINUTES MOTION: Gary Brender SECOND: Commissioner Henley VOTE: Unanimous as amended *Discussion regarding the minutes, and the amended minutes, along with questions regarding if STR is allowed to be in packet will be mentioned under New Business per Chairman Skwarlo’s request. *Call to Action: Tricia will find out if STR can be put into the packet for further TDC meetings* GOVERNMENT AFFAIRS UPDATE: Kevin Craig, Public Relations/Government Affairs, Central Florida Hotel Lodging Association (CFHLA)

• House Bill 3: relating to DMO’s and requiring increased transparency reporting – Senate had more watered down measures versus the house, but there was not enough time for the House and Senate to ‘pair up’ those differences, the bill died before session ended

• House Bill 585: relating to expanding the use of TDT tax dollars for possible use in connection with infrastructure such as sewage, roads, etc. This would not have affected Seminole County

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since the bill is for those entities that collect more than $10 million, and Seminole County collects just over $5 million. CFHLA put verbiage in the bill to exempt Orange and Osceola Counties for a time, saying that they would need to spend 40% or more on marketing for the bill to apply to them. Do not want the original intent of the tax to be used for anything other than tourism City of Orlando spends about 20% on marketing, but that is from $225 million which is still more than some CVBs budgets. 66% is still going towards the Convention Center Bond pay off.

• House Bill 773: relating to Air Bnb and vacation rentals, did not have enough support and it died on the floor Question: Speculating on the new Speaker and if he will be an advocate for the tourism industry or follow closer to our current speaker? Answer: Jose Aliva from South Fl, notably, the Miami area, was chosen by current speaker. Usually the current speaker chooses someone with close ideology and views as his own. We have the benefit of having the Senate on tourism’s side and a ‘voice of reason.’

TOURISM UPDATE Tricia Setzer, Chief Administrator

• Thanked Commissioner Gary Brender for his time as TDC Chairman and presented him with a plaque

• Welcome back to Kristen Murphy with Paradise as our account manager • Update on website: staff had some additional components to the website that were not part of

the original scope, therefore it was not launched at the end of February like discussed at the January meeting. The commissioners also added some comments to the website, therefore, Paradise is continuing to update the website, and we will inform the TDC when it is ready for launch.

• Due to logistics, the zoo will present its annual grant request at the May meeting. From a scheduling standpoint, the budget will be discussed at the July meeting, the BCC will have a budget workshop in August and then vote at the September BCC meeting.

• Ethics training: per state statute, all appointees and elected officials are required to take an annual ethics training course. Question: Did county attorney make a video recording of the ethics class? Answer: He did, but do not know if it was recorded. It is possible that having that video will meet requirements for appointed officials, such as those on the TDC board, unless they are elected officials, in lieu of attending a class or having it during a TDC meeting. Elected officials are required to be in the class, which is usually held in December in the chambers. We invite our appointees to this meeting as well as elected officials. It is a 4 hour training class.

*Call to Action: we will explore the possibility of the TDC members doing a video training and having them schedule that*

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Chairman Skwarlo commented that we should try and schedule the training for earlier in the year after we have newly appointed TDC members, possibly schedule for the January or March meeting.

• Congratulated Frank Cirrincione and the Hilton Altamonte for hosting a wonderful re-opening of their newly renovated rooms.

Gui Cunha, Tourism Manager

• Had STR meeting at The Westin in Lake Mary. A lot of positive feedback for Mr. Mayock who did a great presentation. An email was sent out with the STR and Mr. Mayock’s presentation. Looking to continue our partnership with CFHLA for this event.

• Held an FRLA Pro Start meeting. 4 of Seminole County schools: Winter Springs, Hagerty, Oviedo, and Lake Howell have Pro Start in their schools. Looking for the labor side in the hotels for Food and Beverage and for the tourism industry as a whole.

• There was a Hotel Management Competition held, and tourism worked that along with Brenda Urias and some of her team. We are hoping that Seminole County schools will become part of that competition in the future, and that ties into these Pro Start meetings and making them aware of these competitions.

• FAMs: have a new strategy on what types of FAMs to have. Partnering with New Smyrna Beach to bring more writers and media to our destination. With this partnership, NSB will pay for transportation to and from Seminole County to the beach, and they will pay for that day the FAM is there. Rosangela Parker discussed some of the FAMs we have in the works: Working with MJ Kolassa at Paradise on a media FAM for end of April in looking at the drive markets, and partnering with Allegiant for their flight markets. Looking to potentially host a 3-4 day FAM with that group Have a FAM with Where Orlando to inform hospitality industry in Central Florida of our destination for the front and back of house staff from South Orlando and partnering with Sun Rail and get them informed as a source of knowledge about transportation, including the new Sanford Trolley that will take them from Sun Rail to the Sanford Historic District and then bring them back. Looking at hosting 30-40 potential. Via Air recently announced a new destination in June and looking to partner with the airport to bring media from those flight destinations so they can know our destination and discuss theirs and have a trade-off from that. Looking at a late summer FAM with Allegiant and travel agents when occupancy is low. Planners want to create a package to sell our destination, and easier to bring them in when occupancy is lower. Whereas, media FAMs, we try to capture them during our highest occupancy.

• Mention of a bill passing that now permits restaurant patrons to bring home any partially consumed bottle of wine home.

• Continuing to work on the Avigator space at the airport.

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OCCUPANCY:

• December 2017 showed a 6.6% growth up from December 2016. ADR and RevPar were also up 11% and 18.3% respectively

• January 2018 – first time the ADR was at 3 digits: $108.99 and RevPar was 19.6%, we are at $83-first time in the 80s for RevPar, Occupancy was at 76.7% up from 2017 by 6.6%

• Was a record year in 2017: Occupancy at 74.6%, ADR was $94.39 and RevPar was $70.38 • Weekday vs. Weekend Analytics show December Weekday at 71.6% occupancy and the

weekend was at 76.1% • ADR grew by 17% on the weekend visits and 8% on weekday. With sports, we usually expect the

group rates to be used, but even those barely effected the ADR. • January 75.7% weekday, weekend close to 80% occupancy at 79.9%. 18% growth on the

weekend for ADR, and weekday is at 13.5% growth. • Having close to 80% on weekend occupancy is best case scenario for us as we start the year. • For the comp set: We came in second to Orange and same for January in occupancy. We

resemble Alachua County in supply size. Looking at ADR, they had triple digits in months that we were not but we were beating them on occupancy, but we are not seeing that this year. Their ADR is below triple digits while ours was in triple digits.

*Call to Action: add Seminole County to the Comp Analytics page*

• Rental Analytics: we use the Air DNA which is the equivalent of the STR for hotels. Listing supply is how many houses or rooms are available

• December 2017 had an occupancy of 56.2% vs. 2016 at 48.9%. It is a very volatile type of rental. We only have numbers since 2014 and only for Seminole County.

• There was continued growth in the listings and occupancy even though the ADR was down. • Don’t see a direct correlation, but there is a relationship, between higher occupancy and ADR

numbers other than the possibility with big tournaments the occupancy will be up since hotels are booked.

Comments: the listing supply of rentals is concerning. Definitely need to keep our eyes on how this continues to expand. If we see a continued growth, what will the solution be to that? We want to make sure that the legislation on this doesn’t get ignored. Question: Can we extrapolate how many are renting? Answer: The report didn’t give specifics. However, we can look into that. Comment: This is definitely something we need to keep our eyes on. With Uber using their lobbyists to get legislation to be in their favor with taxes, etc., and this type of thing Air Bnb will look at that and get their lobbyists doing the same. May want to consider having county lobbyists get working on this proactively since this is a growing market.

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This was a big conversation at Tourism Day, and no one is ignoring the fact that this is growing. But we are not Kissimmee where they have over 10,000 commercial rentals (communities built just for this type of thing with no owners) Comment: Looked at how many of these type of rentals were listed around the Orlando Marriott Lake Mary. Saw about 20 rooms for rent or ‘couches/hammocks’ Taxing will be the key issue and are these people being charged. If we continue to operate at a high occupancy in hotels, Air bnb is a good thing. It means people are coming into the county and having an economic impact, but do the ADR’s stay up or will people ‘couch surf” Comment: Surprised that the ADR is so high, and curious about the increase in supply within the other counties. If it increases from year to year, that will be a big concern. SPORTS TOURISM Danny Trosset, Sports Tourism Manager

• Fiscal year breakdown: had 82 events spanning the partial 15/16 FY and the full 16/17 FY

with over 20,000 visitors, 18,000 room nights with a $32 million economic impact to the county.

• The Sports Complex FY 17/18 projections have 59 events, 15,000 room nights and a $21 million economic impact. The other county venues look to host 40 events with 12,000 rooms and a $14 million economic impact.

• As requested, we are tracking actuals per month for events. Between October 2017 and through January 2018, the Sports Complex hosted 17 events with 6500 room nights versus the other venues that had 12 events and 9800 room nights. Reason the other venues have more room nights was they hosted the 2 ECNL tournaments.

• Monthly projections for February are somewhat lower due to the Daytona 500-hard to schedule with that so close

• The Sports Complex in FY 17/18 will host 48 baseball, 6 softball, 1 field hockey, 1 football and 3 soccer events, whereas the other venues will host 2 baseball, 29 softball (mostly out of Soldiers), 7 tennis and 2 soccer events.

• The county as a whole had a big 30 day window of hosting events. Started with a baseball tournament at the end of December at the sports complex, and ECNL boy’s, and flowed right into January 2018 with ECNL girl’s and a NFHCA field hockey tournament. All these events brought in roughly 31,000 visitors with 8000 room nights and just over a $6 million economic impact—for one month.

• The sports team will be attending a national sports commission event in Minnesota at the end of April. This convention looks to showcase sports tourism destinations around the country and the world.

• Beginning to take 2019 requests for dates for tournaments. Starting April 1st, we will begin reviewing those events and dates. Already have over 100 requests for all our venues.

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Question: Why was the economic impact lower than the projection for these events in this 30 day period? Answer: thought we would have more out-of-state participants, but more came from out-of-county, but still in-state. Question: Why was lacrosse not a bigger draw? Are we looking to grab more lacrosse in the future or field hockey? Answer: Lacrosse is a great window of opportunity and we are looking to have more effort put into getting lacrosse here, especially with our turf fields. The field hockey event is going to continue since it was a 3 year deal, and we are partnering with the CFSC to bring more field hockey to Seminole. Discussion about local teams, and hoping that they are not being shut out of the fields. The locals contribute to 20% of the bookings, and without them practicing during the week, our fields would be dark. Monday through Thursday, teams are practicing at all our facilities, and the weekends are structured for tournaments. The weekday practices, etc. may not help the hotels, but it does generate economic impact. Question: is 15,000 generated considered a success when you look at the early projections before the complex was built? Answer: short answer, yes. The pro forma did not take into account how many Actual rooms/hotels we had in Seminole County before coming up with their numbers. They were wrong with those projections since they had our number of hotels/ rooms incorrect. 15,000 is a good year, and of course, we can always improve that. We are looking now to increase the balance of types of events we bring to the county. With the increase in hotel occupancy on the weekends, the complex is definitely measured as a success. Since the complex opened, we have broken occupancy every year Continually looking to add events, but the challenge is making sure we get better events.

Shalisa Griffin, Central Florida Sports Commission

• 17/18 ECNL events update: The boys’ event generated 2188 room nights compared to the girls that generated 2516 rooms. The boys had 10 less teams competing. And the ECNL Referee Development Program generated 55 room nights.

Question: how long do we have ECNL? Answer: through 2020.

• In comparison to previous ECNL years, the % of room nights has been fairly consistent in the 40 percentiles. With the addition of the boys ECNL tournament the room nights generated increased by almost 2000 in Seminole County.

• Have sent the Save-the-Date for the upcoming ECNL tournaments. The dates have changed slightly for the girls.

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Discussion about how this may cause some displacement in bookings and possibly with room rate changes the later in the month they go. Only so much control the CFSC has over when the teams play. Can continue to negotiate as much as possible.

• Future Events: FHSAA Tennis State Championships, Champions Cup, ECNL boys and girls and the US Youth Soccer National Presidents Cup in July of 2020 Boys ECNL: December 29-31 Girls ECNL: January 11-13 Question: what happens with ECNL after 2020? Do they stay here in Seminole County? Answer: the goal is to have them come back. The girls have been in Seminole County for 8 years. We will start negotiations after this year’s tournament to hopefully keep them in Seminole County.

PARADISE UPDATE: Kristen Murphy, Account Manager MJ Kolassa, Public Relations

• Looking to launch the Spring/Summer campaign in April and begin working on the next campaign with staff

• Integrated marketing communications content plan between Paradise and Evok so that working across the different platforms will be consistent

• NASC in April and Connect Sports in August-sponsorships in the works PR:

• Drafted a press release for the historic Goldsboro in Sanford • More partners are giving information about their venues we assist them in distributing and

incorporating them in our press releases • Have a ‘What’s New’ press release we send to the feeder markets and our local media as well.

Local media outlets are interested in doing articles about staycations and spending time and money in Seminole County

• Getting a lot of pick-up with nationally syndicated stories from our release about how Seminole County is different from the theme park area.

• November FAM recap: One of the writers had stories about the Willow Tree Café and the Zoo which ran in American Roads & Global Highways and has a pending article to come out in the Family Motor Coaching Magazine. One of the writers will have an article out in the River Region Living Magazine in their April issue; same article will run in the spring issue of Florida Courier. The South Carolina region has Columbia Living Magazine and will run a story in the fall, and the Jacksonville Free Press has an article pending.

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Looking to have a public memorial sometime at the end of April for Cedar. Will let you all know the dates when finalized. EVOK UPDATE: Kathy Fordam, Account Director Ashten Ross, Director of Visual Strategy Holly Fuller, Social Media Strategist

• Discussion on their goals and objectives. Looking to increase Facebook followers to over 13,000 with a monthly engagement of 175. Looking to have Twitter followers at 5200 with 852 monthly engagements. With Instagram, we would like to increase followers to 1400 and have 810 monthly engagements.

An engagement is taking an action on a post versus an impression which is when you see a post.

• Will continue to keep all postings consistent and tailored to each specific channel and maintain the branding guidelines set forth by Paradise.

• Look to highlight partners specifically in postings versus being broad. Will help generate the engagements being more specific.

• Looking to have $2000 per month for paid social advertising. Using $1000 to drive Facebook clicks to web ads, and $1000 for Facebook, Twitter, Instagram promoted posts to boost engagements and support quarterly promotions.

Zoo did not present OLD BUSINESS: None NEW BUSINESS:

• Per Chairman Skwarlo: discussion on minutes and amended minutes for January 2018 TDC meeting:

The January 2018 minutes did not have in detail the discussion about Rec McCullough’s Hotel Occupancy Report. Therefore, additional notes were taken and handed out today with that discussion. Chairman Skwarlo wanted it notated that as an alternative to the Red Repot, Gui would be making a monthly (or bi-monthly to match the TDC meetings) report in lieu of Red’s report. It would be based on the STR. Gui sent that out to the hoteliers. What he sent out was not Red’s report, but extrapolations based on the STR. Chairman Skwarlo wanted it noted that we offered that solution to the hotel stakeholders that they would receive Gui’s report instead of Red’s now that he has passed. Also in discussion was whether or not the STR report should be included in the booklet since the booklet is made public since any reproduction of the STR can’t be distributed publicly without permission.

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*A Call to Action was noted that Tricia and county attorney Paul Chipok would discuss if STR remains in booklet.*

• Gary Brender commented on how incentives being cut back has directly affected the City of Lake Mary. That although there has been growth over last 2 years, it was not unusual to get 5-6 requests for relocating business, and now without the incentives, that number has fallen to 1-2 a week. Incentives do make a difference for companies regardless of size. Seminole County is a great place to live and work, but sometimes having that extra incentive of getting money helps to garner good will and bring that company here rather than someplace else. George discussed how one business wanted to come to Seminole, but without the incentives they went to New York instead.

Chairman Skwarlo adjourned meeting at 4:28pm

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MonthlyCollections

TotalCollections

TotalCollections

TotalCollections

TotalCollections

TotalCollections

Original3 Cents 2 Cents Total

Collections

October 264,678 304,877 345,553 300,862 428,948 253,003 168,668 421,671 (7,277) -1.7%November 267,020 299,750 326,885 393,635 436,732 314,857 209,905 524,762 88,030 20.2%December 272,505 318,536 369,173 392,605 396,424 283,353 188,902 472,255 75,831 19.1%January 300,358 360,507 408,691 433,835 456,915 340,634 227,090 567,724 110,809 24.3%February 375,143 429,247 483,661 516,610 497,136 334,856 223,237 558,093 60,957 12.3%March 404,123 462,593 509,149 552,988 572,832 375,163 250,109 625,272 52,440 9.2%April 318,792 364,161 404,355 407,783 461,492 May 302,357 320,090 401,954 395,282 432,965 June 310,442 325,397 382,227 395,373 399,489 July 311,808 316,960 375,695 370,960 383,585 August 264,599 300,955 324,474 339,798 333,761 September 265,212 271,010 313,288 343,950 475,615

Total 3,657,037 4,074,084 4,645,106 4,843,681 5,275,894 1,901,866 1,267,911 3,169,777 380,790 13.7%6.67% 11.40% 14.02% 4.27% 8.92% Budgeted Revenue

% Chg from % Chg from % Chg from % Chg from % Chg from 3,276,000 2,184,000 5,460,000 Prior Year Prior Year Prior Year Prior Year Prior Year

3,420,000 2,280,000 5,700,000 % Change From PY 8.0%

Revenue Per Penny 731,407 814,817 929,021.24 968,736.20 1,055,178.80 1,140,000

Fiscal Year 2017/18 Revenue Report

CURRENT FISCAL YEAR COMPARISONHISTORY

Seminole County, FloridaTOURIST DEVELOPMENT TAX

Estimated Revenue

FY 2014/15 FY 2016/17FY 2015/16

Month Over Month/YTD Over YTD

Change In Collection

FY 2012/13 FY 17/18 vs FY 16/17FY 2017/18FY 2013/14

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

$500,000

$550,000

$600,000

$650,000

$700,000

October November December January February March April May June July August September

FY 17/18 Revenue

FY 16/17 Revenue

FY 15/16 Revenue

FY 14/15 Revenue

FY 13/14 Revenue

FY 12/13 Revenue

Tourist Development Tax Monthly Trend

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Tourism Activity• Chute Acquisition

• FADMO Marketing Conference Recap

• Multiple FAM Trips Plan

• Telemundo World Cup Partnership

• ProStart, DOS & FB Meeting

• Content Team (Raw Travel TV Episode)

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Occupancy Analytics*Based on Smith Travel Research

Year Month Occupancy ADR RevPAR

2017 February 80.7% $115.29 $93.27

2016 February 82.0% $108.45 $88.88

% Variance 1.5% 6.6% 12.6%

Year Month Occupancy ADR RevPAR

2018 March 84.2% $115.29 $97.05

2017 March 83.6% $103.15 $86.21

% Variance 0.7% 11.8% 12.6%

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Weekday/Weekend Analytics*Based on Smith Travel Research

February Weekday / Weekend Occupancy % ADR RevPARWeekday Current Month 79.4 -2.8 115.75 8.0 91.94 5.0

(Sun-Thu) Year To Date 77.3 0.5 113.21 10.5 87.55 11.1

Running 12 Month 73.1 3.3 97.57 7.0 71.31 10.5

Weekend Current Month 83.9 1.6 115.19 3.2 96.61 4.9

(Fri-Sat) Year To Date 81.8 3.6 111.75 9.5 91.43 13.4

Running 12 Month 78.4 4.3 96.52 8.6 75.67 13.3

Total Current Month 80.7 -1.5 115.59 6.6 93.27 4.9

Year To Date 78.6 1.4 112.80 10.2 88.60 11.7

Running 12 Month 74.6 3.6 97.25 7.5 72.55 11.3

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Weekday/Weekend Analytics*Based on Smith Travel Research

March Weekday / Weekend Occupancy % ADR RevPARWeekday Current Month 82.5 1.6 115.75 12.4 95.45 14.2

(Sun-Thu) Year To Date 79.0 0.8 114.10 11.2 90.16 12.1

Running 12 Month 73.2 3.5 98.76 7.7 72.29 11.5

Weekend Current Month 87.8 -2.0 114.39 10.5 100.43 8.3

(Fri-Sat) Year To Date 84.1 1.6 112.76 9.9 94.84 11.7

Running 12 Month 78.4 3.9 97.67 9.5 76.56 13.8

Total Current Month 84.2 0.7 115.29 11.8 97.05 12.6

Year To Date 80.5 1.1 113.70 10.8 91.51 12.0

Running 12 Month 74.7 3.6 98.43 8.2 73.52 12.2

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Comp Analytics*Based on Smith Travel Research

Current Month - March 2018 vs March 2017

Occ % ADR RevPAR Percent Change from March 2017

2018 2017 2018 2017 2018 2017 Occ ADR RevPARRoom Rev

Room Avail

Room Sold

Alachua County, FL 77.0 79.0 117.47 110.64 90.48 87.39 -2.5 6.2 3.5 13.6 9.7 7.0Flagler County, FL 76.1 71.8 152.69 150.95 116.27 108.39 6.1 1.2 7.3 7.3 0.0 6.1Orange County, FL 90.5 89.0 162.86 148.86 147.37 132.52 1.6 9.4 11.2 13.4 2.0 3.7Osceola County, FL 84.4 79.9 108.47 99.71 91.55 79.71 5.6 8.8 14.9 16.6 1.5 7.2Polk County, FL 81.0 75.3 132.68 120.40 107.44 90.72 7.5 10.2 18.4 21.5 2.6 10.3Volusia County, FL 80.2 76.3 139.88 142.64 112.14 108.81 5.1 -1.9 3.1 8.0 4.8 10.1

Current Month - February 2018 vs February 2017

Occ % ADR RevPAR Percent Change from February 2017

2018 2017 2018 2017 2018 2017 Occ ADR RevPARRoom Rev

Room Avail

Room Sold

Alachua County, FL 72.8 74.1 107.44 100.94 78.23 74.80 -1.7 6.4 4.6 12.1 7.2 5.3Flagler County, FL 65.2 62.1 138.29 141.75 90.17 88.00 5.0 -2.4 2.5 2.5 0.0 5.0Orange County, FL 85.6 83.1 149.06 144.67 127.59 120.18 3.0 3.0 6.2 7.5 1.3 4.3Osceola County, FL 75.9 73.3 99.07 93.84 75.18 68.79 3.5 5.6 9.3 10.4 1.0 4.6Polk County, FL 76.0 72.7 118.86 106.69 90.29 77.58 4.5 11.4 16.4 19.4 2.6 7.2Volusia County, FL 70.5 66.0 146.16 147.22 103.02 97.21 6.7 -0.7 6.0 10.2 4.0 11.0

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Rentals Analytics*Air DNA (est. Oct. 2014)

Year Month Occupancy Listing Supply

ADR

2018 February 63.3% 341 $120.77

2017 February 57.5% 189 $127.85

% Variance 10.1% 80.4% 5.5%

Year Month Occupancy Listing Supply

ADR

2018 March 74.1% 365 $129.48

2017 March 60.2% 255 $129.36

% Variance 23.1% 43.1% 0.1%

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Fiscal Year BreakdownSports Complex Actuals

Fiscal Year # of Events Teams Visitors Room Nights Eco Impact

‘15/’16 27 1,523 74,458 6,437 $13,174,148

‘16/’17 55 3,493 132,021 11,570 $18,900,000

Total 82 5,016 206,479 18,007 $32,074,148

FY ‘17/’18 Projections

Location # of Events Teams Visitors Room Nights Eco Impact

Sports Complex 59 3,734 148,385 15,000 $21,579,360

All Other Venues 40 1,694 57,996 12,000 $14,170,762

Total 99 5,428 206,381 27,000 $35,750,122

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Sports Tourism At-A-GlanceSports Complex

Sports Complex FY ‘17/’18 Actuals

Month # of Events Room Nights Eco Impact

October 4 1,798 $3,642,518

November 6 961 $1,544,956

December 5 1,847 $1,037,216

January 3 2,578 $2,119,522

February 5 586 $859,629

March 4 712 $1,099,459

Total 27 8,482 $10,303,300

Monthly Projections

Month # of Events

RoomNights

Eco Impact

April 4 800 $1,066,443

May 5 1,500 $1,755,658

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Sports Tourism At-A-GlanceAll Other Venues

All Other Venues FY ‘17/’18 Actuals

Month # of Events Room Nights Eco Impact

October 5 2,702 $4,466,467

November 1 455 $559,694

December 5 4,196 $3,068,071

January 1 2,516 $2,117,183

February 5 1,605 $4,203,964

March 3 1,548 $1,144,919

Total 20 13,022 $15,560,298

Monthly Projections

Month # of Events

RoomNights

Eco Impact

April 7 1,131 $1,320,000

May 6 1,614 $1,576,659

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FY ‘17/’18 Events (by Sport)

Sports Complex

Baseball (48) Softball (6) Field Hockey (1) Football (1) Soccer (3)

All Other Venues

Baseball (2) Softball (29) Tennis (7) Soccer (2)

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Upcoming EventsEvents

Organization Event Date Location Teams Visitors RoomNights Eco Impact

Diamond 9 Adidas Power Showcase May 25-28, 2018 BOOMBAH Soldiers Creek 43 2,850 659 $802,361

Prospect Wire Southeast Championships June 8-13, 2018 BOOMBAH Sports Complex 127 7,874 1500 $800,000

Athletx Youth Baseball Nationals June 30-July 5, 2018 BOOMBAH Sports Complex 54 1,961 1,705 $2,563,890

Perfect Game National

Super25 National Championships (3 Events)

June 25-29, 2018July 6-10, 2018

July 16-20, 2018BOOMBAH Sports Complex 150 5,400 3,500 $3,095,100

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Event Contract Status Contract Term Event Date Athletes Total VisitorsProjected

Room Nights

Actual

Room Nights

Projected

Eco Impact

Actual

Eco Impact

NCAA Women's College Cup Youth Showcase New 2017 December 1-3, 2017 1,062 2,308 1,200 1,335 $ 593,074 $ 695,692

Tottenham Hotspur America Trophy New 2017 December 9-10, 2017 464 1,458 275 257 $ 142,761 $ 155,755 Boys ECNL Florida New 2017-2019 December 31-January 2, 2018 1,440 5,334 2,600 2,188 $ 1,953,678 $ 1,950,449 ECNL Referee Development Program New 2018 January 3-4, 2018 - 17 - 55 $ - $ 5,301 Girls ECNL Florida Renewal 2018-2020 January 6-8, 2018 1,420 5,662 2,800 2,516 $ 2,153,401 $ 2,117,183 She Believes Cup New 2018 March 7, 2018 20 39 75 112 $ 18,240 $ 18,240 FHSAA Tennis Renewal 2018-2019 April 30-May 4, 2018 512 1,653 475 TBD $ 397,534 TBD Champions Cup Renewal 2017-2019 May 19-20, 2018 944 3,452 500 TBD $ 455,658 TBD

5,862 19,923 7,925 6,463 $ 5,714,345 $ 4,942,620

Color Key:

Event has not happened

Event happened, not closed out

Event closed out

Event cancelled

Event Dates

Tottenham Hotspur America Trophy December 8-9, 2018

USA Field Hockey National Hockey Festival November 2019, 2020

USA Field Hockey Summer Bash Series Summer 2019, 2020, 2021

US Youth Soccer South Regionals June 2020

USA Rugby Various per event

Business Development Status

Central Florida Sports Commission - Seminole County

UPDATED: April 26, 2018

FY17/18 Calendar

Totals

Boombah Sports Complex

Sylvan Lake Park, Central Winds Park, Boombah Sports Complex

Status

Reviewing RFP

Awaiting RFP

Awaiting RFP

Possible Venue(s)

Sylvan Lake Park, Central Winds Park, Boombah Sports Complex

Seminole Soccer Complex Finalizing Agreement

Seminole Soccer Complex, Sylvan Lake Park Awaiting RFP

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CENTRAL FLORIDA ZOO & BOTANICAL GARDENSFINANCIAL AND OPERATING SUMMARY

Feb-18

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Central Florida Zoo & Botanical GardensOperating Highlights

The month of February of 2018 had a net operating gain of $ 45,730The month of February of 2017 had a net operating gain of $ 24,930

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Central Florida Zoo & Botanical GardensUnaudited Balance Sheet Summary1

As of February 28, 2018

Current Year Assets:

Unrestricted cash 34,560$ General Reserve 75,000$ Donor-restricted cash2 - Accts Receivable - trade accounts 4,080 Net fixed assets 8,927,480 Other assets 127,140

Total Assets 9,168,260$

Liabilities:Accounts payable 212,900$ Unearned membership revenue3 311,600 Debt 755,700 Other liabilities 195,090

Total liabilities 1,475,290$

Net assets 7,692,970$

1 Summary of the unaudited balance sheet as of the date indicated2 Use of the cash is restricted to that specified by the donor3 Membership dues received but recognized pro-rata over the year

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Central Florida Zoo & Botanical GardensUnaudited Net Cash Flow Summary1

Year-to-Date for the eight months ended February 28, 2018

Current Year-to-Date Actual Budget

Variance to Budget

Cash flows from operations (295,760)$ (331,650)$ 35,890$ + New debt proceeds 90,000 - 90,000 + Proceeds from sale of assets - - - + Capital project public support 21,350 21,350 - + Capital project government support 100,000 - 100,000 - Debt principal and interest (100,000) (100,000) - - Capital expenditures Bear (95,810) (95,810) - - Capital expenditures operations - - -$ +/- other cash flows (15,680) - (15,680)$

Net cash flow (295,900)$ (506,110)$ 210,210$

1 Summary of the unaudited year-to-date cash sources and uses

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Central Florida Zoo & Botanical GardensUnaudited Net Operating Income Summary1

Year-to-Date for the eight months ended February 28, 2018

Current Year-to-Date Actual Budget

Variance to Budget Feb 2018

Number of employees 61 full time 42 part timeNumber of volunteers hours

Number of visiting guests:Annual passholders 48,216 All other guests 101,190

Total number of visiting guests 149,406

RevenuesAnnual passholders 322,520$ 337,000$ (14,480)$ 49,370$ Gate 1,309,970 1,354,700 (44,730) 249,910 Government support 168,750 168,750 - - Public support2 234,820 163,900 70,920 17,320 In-kind support - - - - Other revenues 348,660 440,800 (92,140) 82,090 Net event revenues 75,250 107,030 (31,780) 2,600

Total revenues 2,459,970 2,572,180 (112,210) 401,290

Operating expensesPayroll 1,759,390 1,884,670 (125,280) 213,450 Animal care 128,260 111,860 16,400 24,200 Facilities repair and maintenance 89,280 107,600 (18,320) 15,420 Other operating expenses 778,800 799,700 (20,900) 102,490

Total operating expenses 2,755,730 2,903,830 (148,100) 355,560

Net operating income (295,760)$ (331,650)$ 35,890$ 45,730$

Year to Date Expenses OCIC $161,700 Note: these expenses are included in the above numbers

1 Summary of the unaudited year-to-date operating revenues and operating expenses2 Donations not tied to a capital project

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2017 - 2018 Attendance demographic breakdown:

Feb-18 YTDSeminole 9874 51479Volusia 4786 26508Orange 4754 25889Lake 909 5680Brevard 195 1151Flagler 109 554Osceola 359 2188

Other Florida Counties 4424 25387

Out of State 1910 10010

Canada 51 200France 0 6Germany 4 24Great Britain 2 50Other Countries 42 280

TOTAL Feb 2018 27419 149406

TOTAL Feb 2017 25266 157186

Difference 2153 -7780

Hotels 11 157

The year to date difference is due to hurricane and colder weather than usual

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MARCH/APRIL 2018 REPORT

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ADVERTISING & MARKETING

2

DoOrlandoNorth.com phase 1 and 2 updates.

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PRESS RELEASES/MASS PITCHES• Drafted article on Sanford as a “Foodie” destination • Distributed press release on “Historic Goldsboro,” “What’s New for 2018,” “Orlando North, Seminole county Fires Up Spring and Summer Events

from April-July 2018,”“Millennial Musts in Seminole County,” and “Earth Fest.” • Developed and distributed mass pitch on Wekiva Island as a “Florida Secret Island alternative to Central Florida’s man-made attractions”• Supplied anonymous travel writer seeking Spring Travel Themes with relevant content and events calendar• Sent info from our “Quirky” release to anonymous writer seeking “travel oddities & curiosities”

MEDIA ACTIVITY• Liaison with Brittany Minor, Vanessa Caceres, Kathleen Walls, Susan Wenner, Patrick Cooper, Barara Beckley, Felicita Moncada• Provided “girls getaway” release info to Joyce Shulman, macaroni kid travel, as Mother’s Day travel ideas• Provided info on Florida National Scenic Trail, Wekiva Springs State Park and Geneva Wilderness Area to Joni Sweet, HealthyWay, seeking “best

places to hike in the US”• Pitched Kara Franker, info on Wekiva Island for Coastal Living article “The Best Secret Islands in Florida”• Provided info/images on Lake Jesup to Kara Franker who was seeking “quirky info” for another Coastal Living article, along with info on Danville

B&B and Longwood’s Inside Out House• Provided Rona Gindin, new Orlando beat reporter for BizBash, with What’s New release info

FAM• Conducted Travel Writer FAM April 26-29. Participants: Kim Cool, Features/Travel Editor for Venice Gondolier Sun daily newspaper (circ. 10,456);

Chelle Koster Walton, Freelance contributor to Allegiant Air Sunseeker magazine (35,000) plus: USA Today, Foxnews.com, Miami Herald; Sarah Wyatt freelance contributor to: Travel Weekly, Recommend, Associated Press, Costo Connection, Bride Again, Capitol Hill Times, Seattle Times, Washington Herald, Fodor’s, Travel Muse; Photographer Chris Wright.

MISCELLANEOUS• Provided content for the FADMO newsletter• Monitored Burrelle’s clips for publicity• Provided Visit Florida with content as requested

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PUBLIC RELATIONSFiscal Year Oct 1, 2017-Sept 30, 2018

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GOALOCT NOV DEC JAN FEB MARCH APRIL TOTAL

250* print editorials (combined print/online to total 500)

9 14 15 16 9 4 12 79

250* online editorials (Including 5-6 features in the top meetings publications)

44 28 21 31 15 23 79 241

Editorial/Broadcast Impressions

Value of $5 Million

82,240,409

$2,055,905.20

57,771,870

$4,577,415.79

10,150,591

$1,012,101.82

25,873,351

$6,239,606.03

75,729,604

$18,189,562.33

46,150,489

$5,840,070.79

41,696,234

$909,813.78

339,612,548

$38,824,475.74

Host 1 Group FAM -- 1 FAM(4 PAX) -- -- -- -- 1 FAM

(4 PAX)2

(8 PAX)

Write, Edit & Distribute 20-25 Press Release 4 2 1 5 4 5 1 22

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DIGITAL CAMPAIGN SUMMARY

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Analysis

Across all digital campaigns, Seminole advertising generated over 460K impressions and 1,700+ clicks. All digital campaigns performed above the industry benchmark of .05% - .10% click-through rate*. (Keep in mind the Spring/Summer campaign started on 4/23/18 and the data provided is only a week’s worth.)

Campaign Impressions Clicks CTR %

SEM Spring/Summer FY18 460,386 1,721 0.37%

Display 364,844 1,246 0.34%

Video 95,542 475 0.50%

Grand Total 460,386 1,721 0.37%

* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns

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CAMPAIGN DELIVERY - DISPLAY

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* CTR benchmark according to Google’s measurement of US Tourist Destination campaigns

Campaign/Vendor Impressions Clicks CTR %

SEM Spring/Summer FY18 364,844 1,246 0.34%

Mediamath 175,189 1,001 0.57%

AdaraMedia.com 118,356 200 0.17%

TripAdvisor US 71,299 45 0.06%

Grand Total 364,844 1,246 0.34%

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CAMPAIGN DELIVERY - VIDEO

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* Pre-Roll Completion Rate benchmark IAB.com – INNOVID 2016 Global Video Benchmarks – Industry Benchmark 75%

Campaign/Vendor Impressions Clicks CTR % Completions Video Starts VCR %

SEM Spring/Summer FY18 95,542 475 0.50% 54,404 95,171 57.16%

Mediamath 61,576 433 0.70% 35,920 61,276 58.62%

AdaraMedia.com 33,966 42 0.12% 18,484 33,895 54.53%

Grand Total 95,542 475 0.50% 54,404 95,171 57.16%

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CAMPAIGN DELIVERY - ADWORDS

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Campaign Impressions Clicks CTR %

SEM Spring/Summer FY18 8,266 224 2.71%

Grand Total 95,542 475 0.50%

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FACEBOOK/INSTAGRAM

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Campaign Name Reach Impressions Link Clicks

CTR CPC Frequency

Spring/Summer FY18

175,067 426,931 3,860 2.36% $0.66 2.44

Totals 175,067 426,931 3,860 2.36% $0.66 2.44

Campaign Name People Taking Action

Post Reactions

Post Comments

Post Shares

Link Clicks

Page Likes

CPC

Spring/Summer FY18

17,432 120 2 10 4,227 6 $0.66

Total 17,432 120 2 10 4,227 6 $0.66

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WEB ANAYLTICS - DoOrlandoNorth.com

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GOALJAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC TOTAL

Users 3,220 3,008 3,636 7,203 17,067

Sessions 3,764 3,455 4,071 8,073 19,363

Pageviews 7,618 6,827 7,771 7,123 29,339

Bounce Rate68.89% 69.67% 69.74% 81.67% 72.5%

Pages/Sessions2.02 1.98 1.91 1.53 1.86

7,203USERS

8,073SESSIONS

81.67%BOUNCE RATE

1.53PAGES / SESSION

April

7,123PAGEVIEWS

3,636USERS

4,071SESSIONS

69.74%BOUNCE RATE

1.91PAGES / SESSION

March

7,771PAGEVIEWS

RESULTS DELIVERED

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WEB ANALYTICS - PlayOrlandoNorth.com

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GOALJAN FEB MAR APR MAY JUNE JUL AUG SEP OCT NOV DEC TOTAL

Users 1,845 1,566 1,881 1,739 7,031

Sessions 2,245 1,970 2,265 2,095 8,575

Pageviews 4,850 4,958 5,075 4,991

Bounce Rate 58.04% 51.17% 55.10% 55.94% 54.61%

Pages/Session 2.16 2.52 2.24 2.34 2.34

USERS2,095

SESSIONS51.17%

BOUNCE RATE2.52

PAGES / SESSION

April

4 ,958PAGEVIEWS

1,881USERS

2 ,265SESSIONS

55 .10%BOUNCE RATE

2 .24PAGES / SESSION

March

5 ,075PAGEVIEWS

RESULTS DELIVERED

JAN/FEB 2018

Monthly Performance

Organic Search was the leading source of traffic for both the month of March and April.

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STRATEGIC RECOMMENDATIONS

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● Continue to active ly promote sports tourism ○ Drive more visitation to the website ○ Media inte re st due to so many story lines and angle s - with tie s to economic

impact as a downstream re sult ○ High social sharing and engagement

● DoOrlandoNorth.Com ○ Targe t bounce rate of 50% by year-end 2018 ○ Se t goal for total use rs for year-end 2018 of 42,00 (3,500/mo)

● PlayOrlandoNorth.Com○ Targe t bounce rate of le ss than 50% by year-end 2018○ Se t goal for total use rs by year-end of 21,000 (1,750/mo)

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Paradise Advertising

150 Second Avenue North, Suite 800

St. Petersburg, FL 33701

Tel. (727) 821-5155

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Section Divider

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March 2018 Social Media Report

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Executive Summary March marked the beginning of evok's content creation and community management efforts for Do Orlando North's social media platforms. Posting officially commenced on March 8, and a small promoted post-budget of $90.00 was implemented throughout the month while waiting for final approval of the annual budget.

Primary efforts focused on encouraging user engagement on all Do Orlando North platforms and driving users to the Do Orlando North website, with content promoting the area's ecotourism attractions, restaurants and events.

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Executive Summary Preliminary data from April displays a further increase in activity across all platforms in response to the April implementation of the full monthly budget.

For the month of March, social pages were set up for Play Orlando North. Key KPI’s for these social pages will be reported on in the April report.

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Social Website Traffic • Social users accounted for six more Quality

Visits this month

• The page /default.aspx brought in 11 visits, after receiving just nine the previous month

• 62 Social visitors reached the site for the first time, more than triple the number from last month

• Social traffic us up 191% from February

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Social Highlights • 8,085.7% increase in total Facebook engagements

• 384.6% increase in total Instagram engagements

• 136.8% increase in total Twitter engagements

• 9.84% Facebook promoted post click thru rate

• $0.28: Twitter promoted tweet cost per engagement

• $0.15: Facebook promoted post cost per click

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Facebook Facebook saw a jump in engagement levels after a dark month on social in February. All metrics on this platform will continue to grow in April with the implementation of the full paid budget and a consistent posting schedule. While only a few promoted posts were utilized on this platform during the month, the click thru rate and cost per click were encouraging.

• Total Page Likes: 13,302 • Total Page Impressions: 43,454 • Total Post Engagements: 573 • Paid Likes: 10 • Organic Likes: 52

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Facebook

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Facebook - Promoted Posts • Facebook Promoted Posts: $60.00 • Total Reach: 3,230 • Total Impressions: 4,198 • Total Engagements: 368 • CPC: $0.15 • CTR: 9.84%

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Twitter Like Facebook, the engagement rate on Twitter spiked during March as evok assumed responsibility of content creation and community management. The promoted tweet that ran on this platform during March had a cost per engagement of only $0.28.

• Total Twitter Followers: 4,993 • Total Organic Impressions: 5,813

• Total Engagements: 90

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Twitter - Promoted Tweets • Total Spent: $20.00 • Total Impressions: 2,101 • Cost Per Engagement: $0.28

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Instagram Instagram earned both an increase in followers and a rise in engagements during March with the top post earning over 160 engagements.

• Total Followers: 1,174 • Total Increase in Instagram Followers: 18 • Total Engagements: 378

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Instagram - Promoted Posts • Total Spent: $30.00 • Total Promoted Reach: 2,679 • Total Promoted Impressions: 2,751 • Total Promoted Engagements: 47

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April Forecast • Implement Do Orlando North Clicks to Web Ad • Increase Promoted Post Frequencies on Facebook, Twitter and

Instagram • Events:

• Salsa Y Sazon: April 15 • Media FAM Trip: April 26

• Additional Photo Assets: • The Breezeway Restaurant - Sanford • Wondermade - Sanford • Nature Trail or Experience - TBD

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