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SDTMD FY15 FUNDING APPLICATION

EPIC SUMMER RUN. SDTMD FY15 FUNDING APPLICATION. TMD PARTNERSHIP. Established track record of bringing room nights & economic impact to San Diego. 2012 RECAP. 30,000. RUNNERS. 70%. OUT OF MARKET. 42,000. TOTAL VISITORS. $72M. ECONOMIC IMPACT. 54,410. ROOM NIGHTS. $350K. TMD SUPPORT.

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SDTMD FY15 FUNDING APPLICATION

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  1. EPICSUMMERRUN SDTMD FY15 FUNDING APPLICATION

  2. TMD PARTNERSHIP Established track record of bringing room nights & economic impact to San Diego

  3. 2012 RECAP 30,000 RUNNERS 70% OUT OF MARKET 42,000 TOTAL VISITORS $72M ECONOMIC IMPACT 54,410 ROOM NIGHTS $350K TMD SUPPORT 25:1 ROI

  4. 2013 RECAP 30,000 RUNNERS 60% OUT OF MARKET 39,000 TOTAL VISITORS $55M ECONOMIC IMPACT 39,000 ROOM NIGHTS TMD FUNDS APPROVED: $400K (FUNDING NOT AVAILABLE)

  5. ROOMNIGHT COMPARISON

  6. 2014STATUSREPORT NATIONAL ADVERTISING REDUCED DUE TO UNAVAILABILITY OF TMD FUNDING 2013 2014 69% CA LOCAL TRENDCONTINUING 68% CA DIRECTLYAFFECTS ROOM NIGHT PRODUCTION 41% SD 38% SD As of 2/13 each year

  7. RETENTION&RECRUITMENT INDUSTRY PRODUCES MANY ‘BUCKET LIST’ PARTICIPANTS 83% NEW RUNNERS 17% YOY REPEAT RATE FOR ROCK ‘N’ ROLL SAN DIEGO 2012 TO 2013 WAS 17% MARKETING& PROMOTION KEY TO SIZE OF EVENT ANNUALLY NATIONAL MARKETING PRODUCES HOTEL-STAYING RUNNERS

  8. NEW IN 2013 NEW COURSE FOR BOTH DISTANCES NEW PARTNERSHIP WITH PADRES/ PETCO PARK COMARKETING TO EXTEND THE STAY ENCOURAGE DOWNTOWN VISITORS NEW COMMUNITY RELATIONSHIPS INTRODUCENEW AREAS OF SAN DIEGO HIGHLIGHT UNIQUE NEIGHBORHOODS ENCOURAGE RUNNERS TO EXPLORE SD GREAT COMMUNITY SUPPORT IMPROVED RUNNER EXPERIENCE

  9. CONTINUING IN 2014 FOCUS ON SAN DIEGO AS A RUNNINGDESTINATION

  10. MARKETING FOCUS EXTEND THE STAY CALL TO ACTION

  11. NEW IN 2014 CALI COMBO MEDAL & TOURPASS 3-PACK NEW MARKETING PLATFORM DESIGNED TO ENCOURAGE WEST-COAST RUNNERS TO TRAVEL TO MULTIPLE CALIFORNIA EVENTS RUN 3 OF THE 4 CALIFORNIA ROCK ‘N’ ROLL SERIES EVENTS: SAN DIEGO LOS ANGELES SAN JOSE SAN FRANCISCO

  12. FY14 BUDGET ASSUMPTIONS SECTION A1.2: Event Management/Group Sales Development

  13. FY14 BUDGET ASSUMPTIONS SECTION A1.4: Group Meeting Direct Marketing

  14. FY14 BUDGET ASSUMPTIONS SECTION A1.5: Consumer Direct Sales & Marketing

  15. TMD FUNDS ROI WHO ALL TMD ASSESSED PROPERTIES OF 30 ROOMS OR MORE WHEN ROOM NIGHTS ARE PRIMARILY GENERATED WITHIN A 2-NIGHT WINDOW ON EITHER SIDE OF THE EVENT WHERE PAST STUDIES SHOW ROOM NIGHTS ARE DISTRIBUTED THROUGHOUT SAN DIEGO, WITH HIGHEST CONCENTRATION IN THE DOWNTOWN AREA WHERE ECONOMIC IMPACT STUDY TO BE COMPLETED WITH SDSU SPORTS MBA DIRECTOR, SCOTT MINTO

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