Dan Mishell Dean Runyan Associates

1. Research Stew A Multi-Pronged Approach to Building a Marketing Strategy for the Ventura County Lodging Association Dan MishellDean Runyan Associates

2. California International & DomesticVisitation and Spending 273.7 million person-trips $132.4 billion in spending Source: DK Shifflet & Associates, U.S. Department of Commerce, CIC Research Inc.,Dean Runyan Associates

3. CA Avg. Stay & Spend Origin • California 1.8 $224 • Western 3.7 $366 • Long Haul US 5.0 $661 • Mexico (air) 10.3 $1,059 • Canada 10.0 $1,307 • Overseas 11.8 $1,946 ALOSSpend Sources: U.S. Dept. of Commerce; Tourism Economics; CIC Research, Inc.; Stats Canada

4. CA Domestic Visitation • Six primary western markets account for 50% of non-resident visits and 1/3 of non-resident spending Sources: DK Shifflet & Assoc., TNS TravelsAmerica

5. In-State Visitation DMA of Origin • Los Angeles 42% • San Francisco- Oakland- San Jose 19% • Sacramento-Stockton-Modesto 14% • San Diego 8% • Fresno-Visalia 6% • Chico-Redding 3% • Bakersfield 3% • Santa Barbara-Santa Maria-SLO 2% • Monterey-Salinas 2% Source: TNS TravelsAmerica

6. Americas Asia-Pacific Europe Middle East Source: Tourism Economics (April, 2018)

7. Travel spending is at an all-time high Source: Dean Runyan Associates

8. Ventura County

9. Ventura County Travel, 2017 • Spending $1.65 billion • Employment 16,517 • Earnings $539 million • Local Taxes $50 million • State Taxes $82 million Sources: Dean Runyan Associates

10. Ventura County Travel • Visitor generated state and local taxes equivalent to $480 per Ventura County household • Travel accounts for 5.0% of county taxable sales (CA total= 6.8%) • Travel employment is 3.5% of the county total (4.7% for CA as a whole) Sources: Dean Runyan Associates

11. Ventura County Visitor Spending by Commodity Food & Beverage = 35% of Total Spending Sources: Dean Runyan Associates

12. Ventura County Visitor Spending by Type of Accommodation Visitors in Paid Accommodations= 49% of Total Spending Sources: Dean Runyan Associates

13. Ventura County Visitor Spending 5 Year History Sources: Dean Runyan Associates

14. Ventura Visitor Spending 5 Year History Yr/Yr Change

15. Ventura County Coast Regions for Visa Vue Analysis

16. Visa Vue AnalysisObjectives • Compare visitation and spending among four regions • Determine top markets of origin and relative visitor volumes and spend for each region • Measure spending across different market segments and merchant categories • Evaluate year over year change in visits and spending

17. Visa Vue AnalysisMethodology Overview • Visa card metrics: cardholders, spending, spending by market segment • Domestic card usage was compared among the regions to determine relative visitation and spending by domestic visitors. • International data compared to that of California to determine each region’s share of statewide credit card usage.

18. Credit Card Data Points DomesticInternational CC Usage, CA 60% 68% Visa % of CC 61% 44% Sources: OmniTrak; NTTO; Euromonitor

19. Spending Multipliers Visa Spend Total/CC Usage/Visa % of CC = Approximate Total Spend Multiplier= Actual Spend/Approximate Spend 2017 Actual Spend in California Domestic $105.9B International $26.5B

20. Ventura County CoastRelative Visitor Volume Sources: Visa Vue; Dean Runyan Associates; Tourism Economics

21. Ventura County CoastRelative Visitor Spending Sources: Visa Vue; Dean Runyan Associates; Tourism Economics

22. Ventura County CoastDomestic Visitors by Month, 2017 Source: Visa Vue

23. 2017/2016 % ChangeDomestic Visitors Source: Visa Vue

24. Domestic Visitors Yr/Yr % Chg 2018 Source: Visa Vue

25. Ventura County Coast International Visitors and Spending, 2017

26. Western Ventura CountyInternational Visitors by Month, 2017 Source: Visa Vue

27. 2017/2016 % ChangeInternational Visitors Source: Visa Vue

28. International Visitors Yr/Yr % Chg 2018

29. Ventura Domestic VisitorsTop Origin Markets, 2017 Source: Visa Vue

30. Regional International Visitor and Spend Counts Visitors: Regional Cardholders/CA Cardholders x Number of CA Visitors per Market Spending: Regional Visa Spending/CA Visa Spending x Total CA Spend per Market

31. Ventura International VisitorsTop Five Origin Markets, 2017 Source: Visa Vue; Tourism Economics

32. Ventura Top Domestic Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

33. Ventura Top International Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

34. Oxnard Domestic VisitorsTop Origin Markets, 2017 Source: Visa Vue

35. Oxnard International VisitorsTop Five Origin Markets, 2017 Sources: Visa Vue; Tourism Economics

36. Oxnard Top Domestic Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

37. Oxnard Top International Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

38. Camarillo Domestic VisitorsTop Origin Markets, 2017 Source: Visa Vue

39. Camarillo International VisitorsTop Five Origin Markets, 2017 Source: Visa Vue

40. Camarillo Top Domestic Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

41. Camarillo Top “Other Retail” Merchant Categories, Domestic 2017 Source: Visa Vue

42. Camarillo Top International Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

43. Camarillo Top “Other Retail” Merchant Categories, International 2017 Source: Visa Vue

44. Pt. Hueneme Domestic VisitorsTop Origin Markets, 2017 Source: Visa Vue

45. Pt. Hueneme International VisitorsTop Five Origin Markets, 2017 Source: Visa Vue

46. Pt. Hueneme Top Domestic Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

47. Pt. Hueneme Top International Spending Segments, 2017 Retail Food & Beverage Transportation Lodging Recreation/Entertainment Non-tourism Source: Visa Vue

48. 2017 Visa Vue AnalysisSummary of Findings • Ventura has the most visitors of the four regions analyzed; Oxnard has the most visitor spending. • Camarillo visitor spending is the most heavily weighted toward international where it accounts for 14% of the total. • Los Angeles-Riverside-Orange Counties metro area is far and away the #1 feeder for the region with 60% and higher share of domestic visits for each of the four regions analyzed

49. 2017 Visa Vue AnalysisSummary of Findings • The top five international markets for most sub-regions align well with top markets for California as a whole- Mexico, Canada, China and UK. Exceptions are a high share of visitors from Germany in all regions and a high share of Brazilian visitors for Camarillo. • South Korea and Japan are included in top five origin markets for spending in Camarillo and Pt. Hueneme. • Visitation peaks in summer months for all regions other than Camarillo’s domestic visitors, which peak in November and December.

50. 2017 Visa Vue AnalysisSummary of Findings • Growth in international visitors for coastal Ventura outpaced that of California in 2017, while it lagged slightly for domestic visitation. Q218 saw a fall off in international travel to the Ventura County Coast. • Domestic visitors focused spending on retail and food & beverage for Oxnard and Ventura • International visitors focused spending on lodging followed by retail for all regions except Camarillo where retail was #1. • That retail spending was concentrated on clothing and apparel for both domestic and international visitors.