SDTMD FY15 FUNDING APPLICATION EPICSUMMERRU N

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

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

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

ROOM NIGHT COMPARISON TOTAL RUNNERS 30,000 % OUT OF MARKET 70%60% % OF VISITORS IN HOTELS 78%73% TOTAL ROOM NIGHTS 54,41039,061

2014 STATUS REPORT LOCAL TREND CONTINUING DIRECTLY AFFECTS ROOM NIGHT PRODUCTION NATIONAL ADVERTISING REDUCED DUE TO UNAVAILABILITY OF TMD FUNDING As of 2/13 each year 68% CA 38% SD % CA 41% SD

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

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

CONTINUING IN 2014 FOCUS ON SAN DIEGO AS A RUNNING DESTINATION

MARKETING FOCUS CALL TO ACTIONEXTEND THE STAY

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

FY14 BUDGET ASSUMPTIONS MARKETING MATERIALS & BROCHURES $16,000 PRODUCTION & PRINTING OF ALL COLLATERAL TO BE DISTRIBUTED AT ROCK ‘N’ ROLL SD EXPO TOUR BOOTHS, AS WELL AS COLLATERAL FOR STREET TEAMS AND GRASSROOTS DISTRIBUTION. OUTSIDE CONTRACTORS$2,000 PAYMENT TO CONTRACTED AMBASSADORS TO STAFF ROCK ‘’ ROLL SAN DIEGO EXPO BOOTHS AT EVENTS WHERE FULL-TIME CGI STAFF ARE NOT AVAILABLE PROMOTIONAL ITEMS$5,000 PURCHASE OR PRODUCTION OF PROMOTIONAL ITEMS TO BE USED AS INCENTIVES FOR REGISTRATION AT EXPO BOOTHS RENTALS – BOOTH SPACE$11,500BOOTH FEES FOR ATTENDANCE AT EXPOS TRADE SHOW EXPENSES$5,000 PRODUCTION COST FOR ACTUAL BOOTH STRUCTURE TO BE PRESENT AT EXPOS SECTION A1.2: Event Management/Group Sales Development

FY14 BUDGET ASSUMPTIONS ADVERTISING$195,500 PLACEMENT AND PRODUCTION OF ALL ADVERTISING DESCRIBED IN PART 1 OF THE APPLICATION. INCLUDES PLACEMENT OF PRINT ADVERTISEMENTS IN RUNNING & FITNESS VERTICALS, AS WELL AS PLACEMENT AND PRODUCTION OF VIDEO COMMERCIAL FOR MARATHON BROADCASTS. ENDEMIC VERTICALS INCLUDE RUNNER’S WORLD, RACE PLACE, CANADIAN RUNNING, SHAPE MAGAZINE, COLORADO RUNNER, ETC. COMMERCIAL TO AIR ONLY DURING NYC MARATHON AND LA MARATHON BROADCASTS, TARGETING RUNNERS SPECIFICALLY MARKETING MATERIALS & BROCHURES $50,000 PRODUCTION COSTS ASSOCIATED WITH LARGE PANEL ADVERTISEMENTS TO BE PLACED IN GYMS, AS WELL AS PRODUCTION COSTS ASSOCIATED WITH WINDOW CLINGS TO BE PLACED IN GYMS & YOGA STUDIOS. SECTION A1.4: Group Meeting Direct Marketing

FY14 BUDGET ASSUMPTIONS ADVERTISING$95,000 DIGITAL AD PLACEMENTS. SPCIFICALLY DISPLAY ADS ON ENDEMIC SITES AND GEO-TARGETED SOCIAL MEDIA AD PLACEMENTS. ALSO INCLUDES SEO TARGETING. ADVERTISING AGENCY FEES $15,000 FEE PAID TO DIGITAL AD AGENCY – ONLY THOSE FEES DIRECTLY RELATED TO ROCK ‘N’ ROLL SAN DIEGO EVENT. PROMOTIONAL ITEMS$5,000 PURCHASE OR PRODUCTION OF PROMOTIONAL ITEMS TO BE USED AS GIVEAWAYS AND INCENTIVES RELATED TO DIGITAL REGISTRATION CAMPAIGNS SECTION A1.5: Consumer Direct Sales & Marketing

TMD FUNDS ROI FUNDS REQUESTED$400,000 ROOM NIGHTS GENERATED (ESTIMATED) 43,000 HISTORICAL PRE-TAX ADR (2013 ECONOMIC IMPACT STUDY) $178 TOTAL ESTIMATED SAN DIEGO ROOM NIGHT REVENUE $7.7M TMD ROI19:1 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