Farmers Insurance Open pres - San Diego Tourism Marketing

FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION

SCORECARD • • • • • • • • • •

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

ATTENDEES OUT OF MARKET TV VIEWERS LIVE TV COVERAGE COUNTRIES HHs GLOBALLY ECONOMIC IMPACT ROOM NIGHTS PROPOSED TMD SUPPORT ROI

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

ROOM NIGHTS CATEGORY

ROOM NIGHTS

ADR

19,853

$136.84

Sponsors

60

$136.84

PROM Catering

310

$136.84

T&B Vendor

237

$136.84

Classic Vendor

635

$136.84

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

Spectators

Farmers Insurance

TOTAL

28,325

*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

OUR AUDIENCE

•

47% FIRST-TIME ATTENDEES

•

74% MALE

•

84% AGE35+

•

76% COLLEGE GRADUATE+

•

78% HHI $75,000+

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.

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)

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

FY2015 BUDGET A1.4 Total = $170,100 Advertising Advertising Agency Fees Personal Salaries & Wages Promotional Items

$150,000 $10,000 $2,500 $7,600

A1.5 Total = $38,250 Advertising Advertising Agency Fees Personal Salaries & Wages

$35,000 $2,500 $750

Total = $208,350

TMD ROI

•

PROPOSED TMD SUPPORT

$208,350

•

ESTIMATE ROOM NIGHTS GENERATED

30,825

•

HISTORICAL ADR

$136.84

•

TOTAL ESTIMATED ROOM NIGHT REVENUE $4.2 MILLION

•

TMD ROI

20:1

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