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FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION

This funding application outlines the economic impact, attendees, TV viewers, and proposed marketing objectives for the Farmers Insurance Open event. The scope of work includes group meeting direct marketing and consumer direct sales & marketing programs. The estimated ROI for the proposed TMD support is 20:1.

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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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