1

TMD ESTABLISHED JULY 2010

2

Seeking Best ROI for TMD Strategic Marketing Group

Establishes Benchmarks & Goals

• Marketing Analysis• Industry Outreach• Recommendations based on

highest ROI

3

Measurable Goals

• Website Sessions• Paid Advertising Equivalency• E-Marketing Reach• Hotel Occupancy

4

TMD Plan: Six Primary Areas of Focus

• Brand Development• Expansion of Media Reach• Travel Media Exposure• Online Marketing• International Leisure

(UK)• Corporate Meetings

Market/Group

5

Brand Development

6

Expansion of Media ReachMedia Buy More Than Triples

2009/2010 2014/2015$0

$100,000

$200,000

$300,000

$400,000

$500,000

$600,000

$700,000

$800,000 Budget Growth for Direct Advertising

7

Travel Media Exposure Goal: Increase PAE by 20% Annually*

* $8 Million by 2014/2015

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Three Year Average Up from $4M to $11M

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Online Marketing Initiatives Goal: Increase Traffic from 300K to 450K in Three

Years

• Web Site• Social Media• E-Marketing

10

Website Growth Doubles 2009 to 2014

June 09/10

June 10/11

June 11/12

June 12/13

June 13/14

0

100000

200000

300000

400000

500000

600000

700000

Website Visits: 2009 to 2014

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Website Visit Growth by Month FY 09/10 and FY 13/14

July

August

Septe

mber

October

November

December

January

Febru

ary

Marc

hApril

May

June

0

10000

20000

30000

40000

50000

60000

70000

80000

90000

2009/20102013/2014

12

Corporate Meetings

• Brand Development• Marketing Initiatives• Leads

13

Corporate Meetings

Advertising Initiatives:• Cvent• Meetings Focus• Silicon Valley Business Journal• Google Adwords/YouTube/Facebook• Meeting Professionals International

(MPI) Perspective Magazine

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Corporate Meetings

Destination Presence

At Trade Shows:

• MPI Northern California Chapter Annual Conference & Expo 2015

• Sponsorship of MPI Professional Education Program

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International Marketing- UK

• Visit CA• Brand USA• Black Diamond• Pow Wow Trade Show• Go West Trade Show

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International Marketing- UK

2009 20140

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

Web Traffic from the UK increases 130%

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Market Development:Contracts With Local Hotels Grow from 3 to 50

• Bonotel

• Bon Voyage

• Virgin Holidays

• New World Travel

• Meeting Point North America

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Recap of TMD Goals and Results

• Website Sessions- 300K to 600K• Paid Advertising Equivalency- $3.9M to $14M• E-Marketing Reach- 15K to 30K• Occupancy…

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Annual Occupancy Increases 28.5% Last 5 Years*

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0.0

10.020.030.040.050.060.070.080.0

Occupancy Percentage Five Year Trend 2009 - 2013 YTD

2009 2010 2011 2012 2013

*as reported by Smith Travel Research, Inc.

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Percent Change in Occupancy By Quarter* Santa Cruz County- 2009 to 2013**

Quarter 1 Quarter 2 Quarter 3 Quarter 40%

10%

20%

30%

40%

50%

60%

70%

80%

20092013

33% Increase

31% Increase

22% Increase

34% Increase

*Calendar Year **as reported by Smith Travel Research, Inc.

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Occupancy Growth 2010 through 2013*

*as reported by Smith Travel Research, Inc.

2010 2011 2012 20130

2

4

6

8

10

12

14

% Increase in Occupancy Santa Cruz % Increase in Occupancy Monterey% Increase in Occupancy California

% Increase in Occupancy

Santa Cruz Monterey California

2010 3.7 3.4 5.9

2011 11.6 4.6 5.3

2012 6.3 3.8 3.6

2013 3.9 3.4 2.8

6.4 3.8 4.4<--Average % Increase