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'City of Love' pitch: outside group urges Kissimmee rebrand to capture more tourism; commissioners ask for ROI and business plan
Summary
An international arts‑and‑tourism group proposed rebranding downtown Kissimmee as the 'City of Love,' including five visitor routes and branded 'kiss' photo spots; presenters claimed up to $500 million in new annual tourism revenue within five years, but commissioners requested a detailed business plan, ROI methodology and coordination with Experience Kissimmee before proceeding.
An international group identified in the presentation as the National Chamber of Arts proposed rebranding Kissimmee as the "City of Love," arguing the city's name can be leveraged for romantic and celebratory tourism. Presenters said the concept would combine five visitor "routes of love" (Valentine/weddings, cultural arts, nightlife, nature and family celebrations), citywide photo installations and a digital platform plus a printed "blue book" that businesses could join.
Presenter materials framed the idea as complementing nearby theme parks: "Daytime, family fun in the parks. Nighttime, romance in Kissimmee," the presenters said. The group asserted a substantial economic upside: the presentation included a figure that the rebrand could generate roughly $500,000,000 in additional tourism revenue annually within five years and projected a $6–$8 return for each dollar invested.
Commissioners and staff pressed for supporting evidence. One commissioner asked where the $500 million estimate came from; presenters said it was calculated from airport tourist arrival and local spending data and an algorithm embedded in their proprietary platform, and that more detailed calculations could be provided. City Manager Mike recommended the presenters meet with Experience Kissimmee to explore whether the city could obtain county Tourist Development Tax funding or other partner support and to align messaging with existing regional marketing efforts.
Commissioners also raised procurement and intellectual‑property questions: presenters said businesses would pay to use the brand on the platform and that some elements would be proprietary, which staff said would require legal and procurement review to determine if the city could participate, license, or solicit services. Several commissioners asked the presenters to produce a business plan and ROI methodology before the commission endorses the project. Presenters requested a Feb. 14 proclamation to launch "Kissimmee, the City of Love"; commissioners agreed to consider a business plan and to meet with Experience Kissimmee and legal/procurement staff before any formal commitment.
Why it matters: the proposal offers a potential new tourism marketing approach intended to capture visitor spending that currently bypasses downtown Kissimmee. However, the claim of hundreds of millions in new annual revenue rests on presenter modeling that commissioners asked to see; the city's role, potential funding sources and intellectual‑property arrangements remain unresolved. Next steps: presenters were asked to provide a business plan and ROI details and staff will coordinate a meeting with Experience Kissimmee and review procurement and legal implications.
