FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION SCORECARD • • • • • • • • • • 107,962 40% 30 MILLION+ 20.5 HOURS 140 350 MILLION $25 MILLION* 28,325* $208,350 20:1 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 ROOM NIGHTS CATEGORY ROOM NIGHTS ADR 19,853 $136.84 Sponsors 60 $136.84 PROM Catering 310 $136.84 T&B Vendor 237 $136.84 Classic Vendor 635 $136.84 4,725 $136.84 PGA TOUR staff & support 195 $136.84 Manufacturers 233 $136.84 Operations staff & support 70 $136.84 EES Security 15 $136.84 Professional Caddies 265 $136.84 Media 143 $136.84 Players 1,584 $136.84 Spectators Farmers Insurance TOTAL 28,325 *28,325 TOTAL ROOM NIGHTS X $136.84 ADR $3,875,993 TOTAL HOTEL REVENUE *Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management OUR AUDIENCE • 47% FIRST-TIME ATTENDEES • 74% MALE • 84% AGE35+ • 76% COLLEGE GRADUATE+ • 78% HHI $75,000+ MARKETING OBJECTIVES • • • 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. PROPOSED SCOPE OF WORK A1.4 GROUP 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 A1.5 CONSUMER DIRECTOR SALES & MARKETING PROGRAMS • PGA TOUR, San Diego, Torrey Pines aspirational travel early February • Leisure travel after the holidays • Business travel impact the 1st 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 FY2015 BUDGET A1.4 Total = $170,100 Advertising Advertising Agency Fees Personal Salaries & Wages Promotional Items $150,000 $10,000 $2,500 $7,600 A1.5 Total = $38,250 Advertising Advertising Agency Fees Personal Salaries & Wages $35,000 $2,500 $750 Total = $208,350 TMD ROI • PROPOSED TMD SUPPORT $208,350 • ESTIMATE ROOM NIGHTS GENERATED 30,825 • HISTORICAL ADR $136.84 • TOTAL ESTIMATED ROOM NIGHT REVENUE $4.2 MILLION • TMD ROI 20:1 THANK YOU See You at Torrey! FEBRUARY 4-8, 2015