Craft Beer Campaign 03

CRAFT BEER CAMPAIGN KPIs 23.1% of travelers have seen or heard a Tampa Bay Craft Beer advertisement Tampa Bay’s Craft Beer Campaign marketing reached 1.0M households The gross cost per aware household averaged $0.07 Tampa Bay invested $69.9k in Gross Advertising for the Craft Beer Campaign KPI = Key Performance Indicator

Visitation to Tampa Bay by Feeder Market Tampa Bay’s Craft Beer Campaign generated positive incremental visitation in all of the geographic markets evaluated. The Orlando/Daytona/Melbourne market saw the biggest lift in visitation (+0.9%) after being exposed to the advertising campaign and overall visitation increased by 0.7%. Q8B: Have you visited Tampa (the shaded area on the map above) since June of 2015? RESPONDENT BASE: TAMPA BAY VISITORS SINCE JUNE 2015 | N=161

$46 GROSS Return on Investment Tampa Bay’s Craft Beer Campaign generated a GROSS ROI of $46 for every dollar invested. 6.8k Incremental Trips $3.2M Incremental Travel Spending* $69.9k GROSS Ad Investment $46 GROSS Return on Investment Party Trip Spending $478 $59.4k NET Ad Invest | $64 NET Return on Investment *Incremental travel spending is the revenue generated that, without advertising, would not have occurred. RESPONDENT BASE: TAMPA BAY VISITORS SINCE JUNE 2015 | N=161

Incremental Benefit to Hillsborough County Market % Spent Night Incremental Visits Incremental Revenue Hillsborough County 60% 4.1k $1.9M Orange County 10% 0.6k $0.3M Sarasota County 9% Pinellas County 18% 1.2k $0.6M Other 3% 0.2k $0.1M Total Market 100% 6.8k $3.2M Six in ten travelers stayed overnight in Hillsborough County during their visit. Extrapolated across total incremental visitation and spending in the Greater Tampa Bay area, Hillsborough County contributed more than 60% of the 6.8k incremental visits and 60% of the incremental $3.2 million that was generated.

Incremental Room Nights 11.3k* Incremental Room Nights Across Lodging Categories The Craft Beer Campaign generated more than 11.3k incremental room nights from those staying overnight in Hillsborough County at a Hotel/Motel, Bed & Breakfast, Condo, Cabin, Cottage or Resort that would not have occurred otherwise. Extrapolated across the number of rooms purchased and length of stay, it is estimated that the Craft Beer Campaign generated approximately 3% of the total room nights utilized by travelers in Hillsborough County during this timeframe. *The Craft Beer Campaign generated more than 18.2k incremental room nights for the entire Greater Tampa Bay area. Of those, 11.3k were overnight stays in Hillsborough County. RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=177

Intent to Visit – Pre- and Post-Ad Exposure The 2015 Craft Beer Campaign generated a positive lift in intent to visit for the Orlando and Fort Myers Markets, while Miami and West Palm Beach intent remained relatively flat. Q7: Using the scale provided, please indicate how likely you are to visit each of the following destinations in the next 12 months: Q38: Using the scale provided, please indicate how likely you are to visit the Tampa area in the next 12 months? RESPONDENT BASE: ALL RESPONDENTS | N=802