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FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION

FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION. 2. SCORECARD. ATTENDEES OUT OF MARKET TV VIEWERS LIVE TV COVERAGE COUNTRIES HHs GLOBALLY ECONOMIC IMPACT ROOM NIGHTS PROPOSED TMD SUPPORT ROI. 107,962 40% 30 MILLION+ 20.5 HOURS 140 350 MILLION $25 MILLION*

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FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION

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  1. FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION

  2. 2 SCORECARD • ATTENDEES • OUT OF MARKET • TV VIEWERS • LIVE TV COVERAGE • COUNTRIES • HHs GLOBALLY • ECONOMIC IMPACT • ROOM NIGHTS • PROPOSED TMD SUPPORT • ROI • 107,962 • 40% • 30 MILLION+ • 20.5 HOURS • 140 • 350 MILLION • $25 MILLION* • 28,325* • $208,350 • 20:1 *Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management

  3. 2 ROOM NIGHTS *28,325 TOTAL ROOM NIGHTS X $136.84 ADR $3,875,993 TOTAL HOTEL REVENUE *Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management

  4. 2 OUR AUDIENCE • FIRST-TIME ATTENDEES MALE AGE35+ COLLEGE GRADUATE+ HHI $75,000+ • 47% • 74% • 84% • 76% • 78%

  5. 2 MARKETING OBJECTIVES • Position the Farmers Insurance Open as San Diego’s premier event in the first quarter. • Whether for leisure, social, or business – See You At Torrey! • Build connection with our audience - San Diego, Torrey Pines, Pacific Ocean & weather aligned with aspirational images and brands which connect to our San Diego lifestyle.

  6. 2 PROPOSED SCOPE OF WORK A1.4 GROUP MEETING DIRECT MARKETING • Partner with Balboa Travel to reach and serve groups and meetings • Campaign messaging will present turn-key opportunity • Key markets aspirational travel: • Las Vegas, San Francisco, Sacramento, Salt Lake City, Portland, Seattle, and Vancouver (Complementing SDTA “Happiness Is Calling markets). • Placement concentration on digital • Key meeting organizations • Geo-marketing • Meeting Professionals International (MPI) • Professional Convention Management Association (PCMA) • The Center for Association Leadership (ASAE)

  7. 2 PROPOSED SCOPE OF WORK A1.5 CONSUMER DIRECTOR SALES & MARKETING PROGRAMS • PGA TOUR, San Diego, Torrey Pines aspirational travel early February • Leisure travel after the holidays • Business travel impact the 1st quarter • Partner with Balboa Travel to create 1-5 day custom experiences including: • Hospitality, tickets, accommodations, attractions, wine tours, beer tours, spas and golf • Key markets: • Las Vegas, San Francisco, Sacramento, Salt Lake City, Portland, Seattle, and Vancouver • Potential to co-op with SDTA “Come to San Diego & enjoy the Farmers Insurance Open” • Placement concentration on digital • Geo-marketing: • Pgatour.com banner ads and homepage take-overs • Golf Now banner ads • Golf Digest.com Courses & Travel • City Business Journals

  8. 2 FY2015 BUDGET A1.4Total = $170,100 Advertising $150,000 Advertising Agency Fees $10,000 Personal Salaries & Wages $2,500 Promotional Items $7,600 A1.5Total = $38,250 Advertising $35,000 Advertising Agency Fees $2,500 Personal Salaries & Wages $750 Total = $208,350

  9. 2 TMD ROI • PROPOSED TMD SUPPORT • ESTIMATE ROOM NIGHTS GENERATED • HISTORICAL ADR • TOTAL ESTIMATED ROOM NIGHT REVENUE • TMD ROI • $208,350 • 30,825 • $136.84 • $4.2 MILLION • 20:1

  10. THANK YOU See You at Torrey! FEBRUARY 4-8, 2015

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