1. Arts & Culture Campaign 01

2. 2 23.9% of travelers have seen or heard a Tampa Bay Arts & Culture Advertisement Tampa Bay’s Arts & Culture Campaign marketing reached 461k households The gross cost per aware household averaged $0.41 Tampa Bay invested $187k in Gross Advertising for the Arts & Culture Campaign MARKETING EFFICIENCY KPIs KPIs = Key Performance Indicators

3. 3 Tampa Bay’s Arts & Culture Campaign resulted in 12.7k incremental trips $6.2 million in incremental travel spending MARKETING RETURN KPIs Incremental room nights totaled 17.5k Tampa Bay invested $187k in gross marketing expenditures Gross ROI was $33 Net ROI was $39

4. 4 Visitation to Tampa Bay by Feeder Market Q8A: Have you visited Tampa (the shaded area on the map above) since February of 2015? Tampa Bay’s Arts & Culture Campaign generated positive incremental visitation in all of the geographic markets evaluated. Ft. Myers/Naples saw the biggest lift in visitation (+4.6%) after being exposed to the advertising campaign. RESPONDENT BASE: TAMPA BAY VISITORS SINCE FEBRUARY 2015 | N=415

5. 5 $33 GROSS Return on Investment $187k GROSS Ad Investment $6.2M Incremental Revenue* 12.7k Incremental Trips Party Trip Spending $483 Arts 2014: $513 Tampa Bay’s Arts & Culture Campaign generated a GROSS ROI of $33 for every dollar invested. *Incremental revenue is the revenue generated that, without advertising, would not have occurred. $159k NET Ad Invest | $39 NET Return on Investment RESPONDENT BASE: TAMPA BAY VISITORS SINCE FEBRUARY 2015 | N=415

6. 6 Approximately 6 in 10 travelers stayed overnight in Hillsborough County during their visit. ​Extrapolated across total incremental visitation and spending in the Greater Tampa Bay area, Hillsborough County generated more than 7k of those 12.7k incremental visits and more than $3 million of the incremental $6.2 million that was earned. Incremental Benefit to Hillsborough County Market % Spent Night Incremental Visits Incremental Revenue Hillsborough County 59%7.6k$3.7M Orange County 6%0.8k$0.4M Sarasota County 5%0.6k$0.3M Pinellas County 27%3.4k$1.6M Other 3%0.3k$0.2M Total Market100.0%12.7k$6.2M

7. 7 Incremental Room Nights ​The Arts & Culture Campaign generated more than 17k incremental room nights from those staying overnight in Hillsborough County at a Hotel/Motel, Bed & Breakfast, Condo, Cabin, Cottage or Resorts that would not have occurred otherwise. ​Extrapolated across the number of rooms purchased and length of stay, it is estimated that the Arts & Culture Campaign generated approximately 6% of the total room nights utilized by travelers in Hillsborough County during this timeframe. 17.5k * Incremental Room Nights Across Lodging Categories 17.5k * Incremental Room Nights Across Lodging Categories *The Arts & Culture Campaign generated more than 30.5k incremental room nights for the entire Greater Tampa Bay area. Of those, 17.5k were overnight stays in Hillsborough County. RESPONDENT BASE: OVERNIGHT VISITORS WHO STAYED IN HILLSBOROUGH COUNTY | N=342

8. 8 Intent to Visit – Pre- and Post-Ad Exposure 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? The 2015 Arts & Culture Campaign generated a lift in intent to visit for all three target markets—with an overall lift in intent of 2%. RESPONDENT BASE: ALL RESPONDENTS | N=1,200