2016/17 WINTER RESULTS

OTHER WINTER CONSIDERATIONS Skier Days Tax Revenue Where Customers Come From Customer Satisfaction and Intent to Return How We Performed vs. our Competition

2017 SUMMER & FALL MARKETING PLAN OVERVIEW

SUMMER / FALL MARKETING OBJECTIVES   Marketing Objectives Continue to build awareness, opinion and consideration of Park City and Summit County as a summer / fall overnight destination in key local and regional markets.

SUMMER / FALL MARKETING STRATEGY Sub-Strategies: Continue to utilize “Yes. All That.” campaign with creative refinements based on research feedback. Continue to utilize separate Summer / Fall campaigns with specific audiences / markets (increase fall budget allocation). Develop a more robust Digital Media Creative campaign based on key summer attributes (dining / activities / events). Expand on Content Strategy and take advantage of learning's form last summer / fall and winter.

TARGET AUDIENCE Summer Season: Adults (25-54) Married w/ Families $100,000+ Household Income ($75,000+ Utah) High Propensity to Travel (Outdoor Enthusiasts) Target Markets: Primary: Los Angeles / San Francisco / New York / Denver / Salt Lake City Secondary: Phoenix / Dallas / Houston / Chicago

TARGET AUDIENCE Fall Season: Adults (45+) Empty Nesters / Outdoor Enthusiasts $100,000+ Household Income ($75,000+ Utah) High Propensity to Travel Target Markets: Primary: Los Angeles / San Francisco / New York / Denver / Salt Lake City Secondary: Phoenix / Dallas / Houston / Chicago

2017 SUMMER & FALL MEDIA PLAN

MEDIA MIX Spend by Medium

SUMMER VS. FALL Summer 70% / Fall 30%

BUDGET ALLOCATION Out-of-State 87% / Wasatch-Front 13%

2017 SUMMER CREATIVE

SUMMER SPOT VIDEO TO COME

PRINT CREATIVE

PRINT CREATIVE

2017 SUMMER / FALL SOCIAL / CONTENT DEVELOPMENT

SOCIAL / CONTENT DEVELOPMENT Content Development / Promotion First Timers Video Series: (6) On-Line Episodes Summer / Fall Activities Support w/ Social Media Buy My Town Video Series: (6) Online Episodes Local People / Local Brands

FIRST TIMERS VIDEO TO COME

2017 SUMMER GUEST STUDY

SUMMER STUDY Research Provider: UVU / Office of New Urban Mechanics (Luke Peterson) Study Overview: July 1st – September 30th, 2017 (12-Weeks) 1,000 – 1,500 Intercepts 5-7 Minute Survey 5-6 High-Traffic Locations

SUMMER STUDY Finalizing Survey Tool Locked-In Survey Locations: Main Street Park City Mountain Base Area Newpark + Redstone Area Utah Olympic Park Tanger Outlet Mall

GROUP BUSINESS

GROUP BUSINESS April thru October Slightly more than 50% of our overnight guests. A.D.R. slightly less than what leisure customer pays. “Giving Good Campaign”