1. DESTINATION SUN VALLEY MONTHLY REPORT July 2010

2. TOURISM METRICS JUNE 2010 and Previous 12 months LODGING OCCUPANCYLODGING OCCUPANCYJUNE Hotels: 46% (vs. 43%) Hotels: 46% (vs. 43%) Condos: 15% (vs. 8%) Condos: 15% (vs. 8%) Total: 28% (vs. 23%) Total: 28% (vs. 23%) Average YTD: (Oct-June) Hotels: 43% (vs. 42%) Condos: 16% (vs. 14%) Total: 27% (vs. 26%)

3. TOURISM METRICS JUNE 2010 and Previous 12 months LODGING ADR (JUNE)LODGING ADR (JUNE) ( Average Daily Rate) Hotels: $143 (vs. $113) +26% Hotels: $143 (vs. $113) +26% Condos: $213 (vs. $161) + 32% Condos: $213 (vs. $161) + 32% Total: $178 (vs. $137) + 30% Total: $178 (vs. $137) + 30%  LODGING ADR AVG YTD: Hotels: $134 (vs.$148) -9% Condos: $208 (vs. $217) - 4% Total: $157 (vs. $168) -7%

4. TOURISM METRICS JULY 2010 VISITOR INQUIRIES/ ASSISTANCE: 800 Calls in July: 800 Calls in July:  647 (vs. 544) +19%  YTD: 6,347 (vs.7,222) -12% Walk-in Groups in July:  1463 (vs. 1309) +12%  YTD: 5,171 (vs. 4,765) +9% Web Visits in July:  (vs. 14,838) +65%  YTD: (vs. 117,779) +12%

5. TOURISM METRICS JULY 2010 Airline Occupancy %Airline Occupancy % July : 53% (vs. 61%) YTD: 51% (vs. 49%) EnplanementsEnplanements July: 7,350 (vs. 5,811) +26% YTD: 39,272(vs. 39,264) 0%

6. TOURISM METRICS Sun Valley LOT – THROUGH JUNE LOCAL OPTION TAX JUNE (Lodging, Retail, Liquor)  SV LODGING: $32,176 (8%)  SV RETAIL: $58,265 (13%)  SV LIQUOR: $3,781 (-45%)  SV TOTAL : $94,222 (7%) YTD:  SV LODGING: $258,981 (-9%)  SV RETAIL: $368,713 (-1%)  SV LIQUOR: $40,971 (-15%)  SV TOTAL: $668,666 (-5%)

7. TOURISM METRICS Ketchum LOT – THROUGH JUNE LOCAL OPTION TAX JUNE (Lodging, Retail, Liquor)  KETCHUM BEDS: $7,981 (-18%)  KETCHUM RETAIL: $63,307 (-7%)  KETCHUM LIQUOR: $11,955 (-20%)  KETCHUM TOTAL: $83,243 (-10%) YTD:  KETCHUM BEDS: $80,965 (-13%)  KETCHUM RETAIL: $607,089 (-6%)  KETCHUM LIQUOR: $116,167 (-3%)  KETCHUM TOTAL: $833,798 (-5%)

8. 2009/10 - DESTINATION MARKETING BUILDING & SELLING THE BRAND GOALS Create awareness of Sun Valley area to key target market segments KEY METRICS: KEY METRICS: Unique web visits: (July) +33% YTD: +35% Unique web visits: (July) +33% YTD: +35% Booking Widget Searches: (July) +24% YTD: +10% Booking Widget Searches: (July) +24% YTD: +10% Social media coverage: (July) FB Fans: 5847 value: $809,107 Social media coverage: (July) FB Fans: 5847 value: $809,107 Maintain visitation levels – anticipating a slow economic rebound KEY METRICS: KEY METRICS: Lodging occupancies (June) 28% vs. 23% in 08/09 YTD: 27% (vs. 26%) Lodging occupancies (June) 28% vs. 23% in 08/09 YTD: 27% (vs. 26%) Lodging ADR: (June) $178 avg +30% - YTD: $157 (-7%) Lodging ADR: (June) $178 avg +30% - YTD: $157 (-7%) SV Local Option Sales Tax: (June) +7% YTD: - 5% SV Local Option Sales Tax: (June) +7% YTD: - 5% KEY FOCUS AREAS  Broaden efforts to reach new audiences – younger adults & families.  Help develop new events to attract and target new visitors Expand use of Viral Marketing (Social Media/PR)Expand use of Viral Marketing (Social Media/PR) Engage local brand advocates (“Sun Valley Champions”)Engage local brand advocates (“Sun Valley Champions”) Expand efforts to solicit Meeting/Group businessExpand efforts to solicit Meeting/Group business Expand Visitor Marketing ResearchExpand Visitor Marketing Research

9. SPRING/SUMMER CAMPAIGN EVENTS PROMOTION Regional Newspaper Coop Ad: Promoting major summer events (circ. 500,000) throughout ID, OR, UT, WA (This will include 4 month’s of online marketing and a conversion study to gauge the effectiveness of this program.) ibrochure of events Created and continue to update ibrochure of major summer/fall events that to be utilized by the CVB and other local event organizations on websites. End of Summmer/Fall Media Plan : Includes network and cable television in Boise, Idaho Falls, Pocatello and Twin Falls, online google ads, npr radio from 8/9-10/21 OTHER PROMOTION:  Top 10 Scenic Drives Coop  Idaho Travel Guide Ad

10. WEBSITE www.visitsunvalley.com WEBSITE www.visitsunvalley.com Unique Visitors 19,759 visits (+33% vs. July 2010)19,759 visits (+33% vs. July 2010) 3 rd Quarter 42,625 (+41% vs. 2009)3 rd Quarter 42,625 (+41% vs. 2009) YTD 139,313 (+35% vs. YTD 08/09)YTD 139,313 (+35% vs. YTD 08/09) Top Visited Sections Home page  Calendar  Web Specials  Lodging  Dining & Nightlife

11. WEBSITE: www.visitsunvalley.com Top Referring Sites:  Google  Direct  Bing  Yahoo  Ketchumidaho.org Booking Widget Searches: July: 2984 (+24%)July: 2984 (+24%) YTD 19,195 (+10%)YTD 19,195 (+10%) Site Enhancements:  New event widget updated with photos  Online maps updated

12. EMAIL MARKETING Special Interest & Events 36,000 opt-in emails sent re:  July Travel Tips  Arts & Culture  Horizon Air Flight Deals Total Opt-In Database: 38,870 New opt-in since 2009: 24% increase Average Enews Open Rate: 16% (Industry average 10-25%) (Industry average 10-25%) Average Enews Click Through Rate: 5% (Industry average 6-8%)

13. PR: Creating the Buzz & Awareness  Print Media Coverage Ad Value: $TBD  Total Circulation: TBD Media Hosting:  FAM for Society of American Travel Writers- 8 journalists in July  Hosted roadtrips for families for the Top 10 Drive  Planning press trips for: American Iron Hemispheres, justluxe.com, Estates West Media Outreach/Assistance:  20 press releases/pitches

14. Facebook Fans: 5847Facebook Fans: 5847 Twitter Followers: 1391Twitter Followers: 1391 Posting items daily on FB and Twitter about Sun Valley According to a study released by Syncapse, the average Facebook fan is worth $136.38.According to a study released by Syncapse, the average Facebook fan is worth $136.38. This makes our Facebook page worth approximately $809,107.This makes our Facebook page worth approximately $809,107. The study also determined that a person who is a “fan” online has more loyalty to the brand, and is more likely to recommend the brand to others.The study also determined that a person who is a “fan” online has more loyalty to the brand, and is more likely to recommend the brand to others. SOCIAL MEDIA: Creating relationships

15. SALES: Attracting & Assisting Business.  GROUP SALES  Worked with Sun Valley Resort and others on developing bid for 2011-2012 Mountain Bike Championships race in summer 2011 & 2012 that could bring 3,000+ competitors & visitors.  Followed up on bid for International Fly Fishers Federation Conclave in 2011  Sent meeting / group leads to hotels for upcoming groups.

16. VISITOR EVENTS: Providing Reasons to Visit GOAL: Promote, Create, Support Special Events to Attract Visitors & Showcase Sun Valley. ACTIONS: Promoted all Sun Valley area events via website, email, social media, online, public relations. WORKING ON:  Danny Thompson Memorial: Aug - sponsor  Wagon Days: Sept 4-6  2011 SV Nordic Festival: 1/29-2/6

17. VISITOR SERVICES: Community Concierge GOAL: Ensure our visitors/residents get the information they need to plan a visit and maximize their experience while here.GOAL: Ensure our visitors/residents get the information they need to plan a visit and maximize their experience while here. VISITOR ASSISTANCE/PROMOTION Responded to 647 info calls Responded to 647 info calls Sent 468 information packets Sent 468 information packets Assisted 1463 visitors/resident groups Assisted 1463 visitors/resident groups Handled lodging inquiry/referral calls Handled lodging inquiry/referral calls  Distributed weekly Hotel Occupancy Report  Updated calendar of events & CVB website daily  Compiled/sent weekly calendar to businesses  Posted events/specials on travel websites  Updated 2010 / 2011events for website, brochures  Updated ibrochure for the website  Organized rooms, web specials and coupon deals for event attendees

18. VISITOR CENTER WALK-IN ORIGIN JULY 2010

19. AIR & GROUND TRANSPORTATION SUPPORT: Improving Access to Sun Valley GOAL: Improve air & ground transportation access to Sun Valley for visitors and residents. RESULTS/ACCOMPLISHMENTS Provide leadership, staff support to non-profit FLY SUN VALLEY ALLIANCEProvide leadership, staff support to non-profit FLY SUN VALLEY ALLIANCE Worked with consultants and SV Resort to monitor MRG bookings, review new options for service for 2010/11Worked with consultants and SV Resort to monitor MRG bookings, review new options for service for 2010/11 Worked with SV Stages on Boise-SUN shuttle service promotionWorked with SV Stages on Boise-SUN shuttle service promotion