FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION

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

*28,325TOTAL ROOM NIGHTS X $136.84ADR $3,875,993TOTAL HOTEL REVENUE ROOM NIGHTS CATEGORYROOM NIGHTS ADR Spectators19,853$ Sponsors60$ PROM Catering310$ T&B Vendor237$ Classic Vendor635$ Farmers Insurance4,725$ PGA TOUR staff & support195$ Manufacturers233$ Operations staff & support70$ EES Security15$ Professional Caddies265$ Media143$ Players1,584$ TOTAL28,325 *Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management

OUR 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. MARKETING OBJECTIVES

A1.4GROUP 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

A1.5CONSUMER DIRECTOR SALES & MARKETING PROGRAMS PGA TOUR, San Diego, Torrey Pines aspirational travel early February Leisure travel after the holidays Business travel impact the 1 st 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 PROPOSED SCOPE OF WORK

A1.4Total = $170,100 Advertising$150,000 Advertising Agency Fees $10,000 Personal Salaries & Wages$2,500 Promotional Items$7,600 A1.5Total = $38,250 Advertising$35,000 Advertising Agency Fees $2,500 Personal Salaries & Wages$750 Total = $208,350 FY2015 BUDGET

PROPOSED TMD SUPPORT ESTIMATE ROOM NIGHTS GENERATED HISTORICAL ADR TOTAL ESTIMATED ROOM NIGHT REVENUE TMD ROI $208,350 30,825 $ $4.2 MILLION 20:1

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