FEBRUARY 4-8, 2015SDTMD FY2015 FUNDING APPLICATION

• 107,962 • 40%• 30 MILLION+• 20.5 HOURS • 140• 350 MILLION • $25 MILLION*• 28,325*• $208,350• 20:1

2SCORECARD

ATTENDEESOUT OF MARKETTV VIEWERSLIVE TV COVERAGECOUNTRIESHHs GLOBALLYECONOMIC IMPACTROOM NIGHTSPROPOSED TMD SUPPORTROI

*Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management

*28,325 TOTAL ROOM NIGHTSX

$136.84 ADR

$3,875,993 TOTAL HOTEL REVENUE

2ROOM NIGHTS

CATEGORY ROOM NIGHTS

ADR

Spectators 19,853 $136.84

Sponsors 60 $136.84

PROM Catering 310 $136.84

T&B Vendor 237 $136.84

Classic Vendor 635 $136.84

Farmers Insurance 4,725 $136.84

PGA TOUR staff & support 195 $136.84

Manufacturers 233 $136.84

Operations staff & support 70 $136.84

EES Security 15 $136.84

Professional Caddies 265 $136.84

Media 143 $136.84

Players 1,584 $136.84

TOTAL 28,325 *Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management

2OUR AUDIENCE

• 47%

• 74%

• 84%

• 76%

• 78%

FIRST-TIME ATTENDEES

MALE

AGE35+

COLLEGE GRADUATE+

HHI $75,000+

• 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.

2MARKETING OBJECTIVES

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)

2PROPOSED 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

2PROPOSED SCOPE OF WORK

A1.4 Total = $170,100Advertising $150,000Advertising Agency Fees $10,000Personal Salaries & Wages $2,500Promotional Items $7,600

A1.5 Total = $38,250Advertising $35,000Advertising Agency Fees $2,500Personal Salaries & Wages $750

Total = $208,350

2FY2015 BUDGET

• PROPOSED TMD SUPPORT

• ESTIMATE ROOM NIGHTS GENERATED

• HISTORICAL ADR

• TOTAL ESTIMATED ROOM NIGHT REVENUE

• TMD ROI

2TMD ROI

$208,350

30,825

$136.84

$4.2 MILLION

20:1

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