DT Minich, President & CEO, Experience Kissimmee
Experience Kissimmee President & CEO DT Minich sat down with Invest: to discuss sustainable practices in tourism, the explosive growth of sports tourism, and how Experience Kissimmee is engaging the younger generation to create lifelong visitors for the region.
What are some of the greatest successes for Experience Kissimmee in the last year?
One of the greatest successes was researching the value of tourism in Osceola County and seeing the tangible impact. Our research revealed $10 billion generated in just one year from 10 million overnight visitors and $65 billion in spending. This makes tourism not only a sector but a cornerstone of our economy, sustaining 39,000 jobs and driving significant tax revenue. In 2022 alone, visitor activity contributed approximately $640 million in state and local taxes, funding crucial programs across various sectors and saving households an average of $4,700 in taxes. This financial support continued to grow in 2023, with a record-breaking $81 million collected in Tourism Development Tax (TDT), enabling Experience Kissimmee to allocate over $5.3 million to community non-profits, bolstering cultural and historical entities like the Osceola Arts, Osceola County Historical Society, and the Silver Spurs Riding Club.
How does the organization plan to leverage its role to enhance regional sports tourism development and promote Kissimmee as a top travel destination?
As an organization, we are deeply committed to enhancing regional sports tourism development and solidifying Kissimmee’s position as a premier travel destination. Osceola County is already a sought-after locale for sports teams worldwide. We offer a variety of top-notch outdoor and indoor sports venues, such as the Osceola Heritage Park (OHP) and the ESPN Wide World of Sports Complex at Walt Disney World Resort, along with comprehensive sports commission services, incentives, and multi-year opportunities.
Our strategic focus extends beyond regional boundaries, including a great partnership with the Jacksonville Jaguars to reach one of our top Florida markets. Also, as Mexico and the United Kingdom rank among our top five international markets, we’re capitalizing on this by serving as the official partner for the 2024 Major League Baseball (MLB) World Tour: Mexico Series, which will include events and consumer activations. Additionally, similar partnerships with the National Football League (NFL) in the UK for the annual London games and the Rangers Football Club in Glasgow, Scotland, show our commitment to international sports outreach. We are always actively exploring additional partnerships with major sports franchises worldwide to solidify Kissimmee’s status as a top destination for sports enthusiasts.
What are some of the strategies that Experience Kissimmee has implemented to attract sports events and athletes to the region?
Experience Kissimmee has strategically expanded its sports commission, with a threefold growth in staff over the past five years and double the number of sporting events hosted in the region. With venues like the ESPN Wide World of Sports Complex at Walt Disney World Resort, located in Osceola County, we’ve particularly focused on promoting events such as cheerleading competitions. Collaborating closely with partners like Osceola Heritage Park (OHP), which is home to the largest rodeo east of the Mississippi, and various county facilities managing the Kissimmee Chain of Lakes, where the Major League Fishing Bass Pro Tour is held annually, has continued to show our appeal to athletes and event organizers.
Our successful partnership with the Jacksonville Jaguars, now in its second year, has been instrumental as Jacksonville is among our top markets in the state. This collaboration has included hosting consumer activations in Jacksonville and engaging our social media audience by featuring players and their dance crew enjoying the destination. Last year, we also had the honor of hosting Donovan Carrillo, Mexico’s first Olympic figure skater in three decades, as part of a video series celebrating Hispanic heritage. Donovan’s training sessions, mixed in with exploring the destination, were at the Ice Factory of Central Florida in Kissimmee, which he praised as one of the best rinks where he has practiced. That shows the level of quality our facilities offer and how athletes can come here to enjoy the destination without missing a beat in their training.
How does Experience Kissimmee prioritize sustainability and responsible tourism practices?
Last year, we launched a sustainability program, announced on Earth Day, in partnership with Trees4Travel, which is a United Nations-sanctioned organization. We expanded our existing meeting and convention incentive program to plant a tree for every room night generated from these events to help offset the carbon footprint resulting from their travel. We also extended this initiative to Experience Kissimmee staff travel. To date, we’ve planted 17,000 trees, and we take great pride in being trailblazers in this space, with other tourism boards now seeking to emulate our model.
What excites you the most about the future of tourism in Kissimmee?
What excites me most about the future of tourism in Kissimmee is the remarkable development of our mega mansion vacation homes. Every year, the vacation home offerings become more and more magnificent. Earlier this year, we helped unveil a stunning 16,000-square-foot mansion featuring a three-story rocket ship centerpiece with 20 bunk beds for children, a full arcade, bowling alleys, and a two-story grotto in the backyard. These luxurious accommodations cater perfectly to the growing trend of multi-generational travel, allowing entire families to stay together under one roof with all the amenities imaginable. The value is exceptional when splitting the cost among family members. Also, the groundbreaking of Everest Place shows more growth, with plans for three four- or five-star hotels alongside a vast shopping and dining area. I’m also particularly excited for our partner, Embassy Suites, to introduce a new concept of one- and two-bedroom condos within the Embassy Suites format, which is set to open later this year.
How is the narrative changing for tourism within the region as something other than a theme park destination?
Experience Kissimmee has long embraced a multifaceted approach to tourism promotion. While we maintain strong partnerships with theme parks and actively promote those experiences, we’ve equally highlighted the ecological and natural areas our region offers. Kissimmee is located at the headwaters of the Everglades, meaning visitors can enjoy a variety of outdoor activities, from kayaking in Shingle Creek to exploring Kissimmee Lake Front Park on the Kissimmee Chain of Lakes, enjoying airboat excursions, bird watching, and experiencing zip-lining adventures. We often highlight Osceola County as a place where visitors can enjoy the best of both worlds: standing in awe of one of the world’s most famous castles one moment and immersing themselves in the tranquility of ancient cypress trees just 30 minutes away. We encourage visitors to enjoy both.
What are some off-the-beaten-path tourism destinations in the region that you would recommend that people visit?
We’re fortunate to have several hidden gems in our region that offer unique experiences beyond the typical tourist attractions. Attractions like Gatorland, Wild Florida, and Boggy Creek Airboat Adventures are great places to experience the natural beauty and wildlife of Florida, which many international visitors are eager to explore.
Additionally, our partnerships extend to iconic sites like the Kennedy Space Center, where we collaborate on tours for media, tour operators, and travel agents. These tours provide an immersive experience, showcasing the diverse range of activities and attractions available in our destination beyond the well-known highlights.
Our destination also has vibrant local entertainment areas like Kissimmee’s Historic District, which has a large concentration of local boutiques and family-owned restaurants, and the Promenade at Sunset Walk by Margaritaville Orlando Resort, which offers a more modern ambiance with live music, new dining, and shopping. These areas are just as fun to explore as well as more well-known entertainment districts like Disney Springs and CityWalk at Universal Orlando Resort.
How are you engaging the younger generation in appreciating the region?
Our region’s natural areas are a big draw for the younger generation, who are increasingly environmentally conscious. Our efforts towards sustainability, including carbon footprint offsets, resonate deeply with them because they show our dedication to environmental stewardship.
Kissimmee and Osceola County’s local charm is also increasingly appealing to this demographic as they seek more authentic experiences beyond traditional tourist attractions. Embracing our community’s unique character, alongside our ecological initiatives, strengthens our connection with the younger generation because it fosters a deeper appreciation for the region.
We also actively engage younger demographics through amateur sports groups, such as cheerleading competitions that attract thousands of junior high and high school-age participants. These experiences not only introduce them to our destination but also create lasting memories that inspire future visits. By nurturing a repeat visitor base among young people attending sports events, we’re laying the foundation for lifelong appreciation for Kissimmee.
What is your outlook for Experience Kissimmee over the next few years?
With the significant growth and ongoing investment in our destination, we’re incredibly optimistic about the future of Experience Kissimmee and the broader development of our region. The enthusiasm and progress are tangible, especially with the positive trends in airport traffic. One key factor in reshaping travel patterns is our partnership with Brightline, the state’s high-speed train. We’re actively promoting Brightline to our international visitors, encouraging them to explore dual destinations such as Miami or Fort Lauderdale before journeying to Orlando and Kissimmee to experience Central Florida. We’re also encouraging convenient day trips, like traveling from Kissimmee to Palm Beach for golfing or shopping and returning by dinner time. This initiative’s success, embraced by visitors and Floridians, shows the impact of high-speed train travel in the Florida market. We’re excited about the continued evolution and the opportunities it brings for our destination.
