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MARKETING UPDATE April 3, 2015

April 2016

MARKETING UPDATE

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MARKETING UPDATE April 3, 2015

A MESSAGE FROM

BILL LINEHAN CHIEF MARKETING OFFICER

RLHC brands are rockin’. We’ve growing our market share, increasing our awareness and expanding our footprint across the country. New initiatives. Optimized promotions. New team members. And, great results continue to fuel us. Best of all people are taking notice.

In this marketing update:

Brand Boost Project Wake Up Call Winter Campaign Results

Group Bookings Made EZ :) Public Relations WRLTV . . .and more

With kind regards,

Bill Linehan EVP & Chief Marketing Officer

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MARKETING UPDATE April 3, 2015

Brand Boost

Project Wake Up Call

Spring Savings Site

April 2016

WHAT’S NEW BRAND BOOST The Red Lion Brand Boost program launched last month and now gives all owners a quick view on the standards program and how to comply within the required timeframes.

PROJECT WAKE UP CALL IS LIVE In anticipation of the upcoming Hotel RL openings, Project Wake Up Call charities were launched in D.C., Spokane, Olympia and Salt Lake City. Learn more about each new charity http://www.projectwakeupcall.com/

WINTER CAMPAIGN The Make 2016 #WorthIt campaign surpassed 2015 figures by 117%. There were a total of 88,049 rooms sold with an ADR of $85.71.

SPRING CAMPAIGN The Spring Campaign launched March 15 immediately following the Daylight Savings limited time offer. The campaign is already halfway complete and producing strong results.

LAUNCHED GROUP BOOKINGS MADE EZ :) The new group sales and meeting desk site went live and enables sales teams to be highly responsive to the small group segment and generate incremental revenue for our hotels.

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MARKETING UPDATE April 3, 2015

WRLTV.COM IS NOW LIVE

DIGITAL MARKETING The first 31 days of the Make 2016 #WorthIt campaign resulted in 117% increase over the first 31 days of the 2015 Winter Long Tail with an additional 313% for the remaining 24-day extension of the 2016 campaign window. Make 2016 #WorthIt Campaign Results included: ROAS: 4,302% Revenue: $7,546,741 Room Nights: 88,049 ADR: $85.71 LOS: 1.55

April 2016

From lectures to performances to hands-on demonstrations, we invite people from all walks of life to share their knowledge and passion for Creativity, Innovation and Awareness. Over 20 videos have been added to WRLTV.com this past quarter. Share in the excitement as we add more talented presentations from The Living Stage by subscribing to WRLTV.com.  

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MARKETING UPDATE April 3, 2015

CAMPAIGN UPDATE

April 2016

The 2016 spring campaigns – Ready, Set, Savings and Save on Spring Adventures Long Tail – have been going strong and early results are now available for announcement.

Advertising for the spring 2016 limited time offer (LTO) began on March 1 and invited guests to save on spring adventures with booking dates from March 10–14, 2016 and stay dates from March 10–June 14, 2016. Guests were encouraged to book before the LTO expired with a 30% discount as well as double Hello Rewards stay credits for Hello Rewards members.

Directly following the LTO, the Save on Spring Adventure Long Tail Campaign and Promotion offered a 20% discount and double Hello Rewards stay credits for Hello Rewards members. This long tail campaign began on March 15 and will continue to run until June 30, 2016.

RESULTS SNAPSHOT

ROAS: 1,856%

Bookings: 9,082

Room Nights: 15,815

Revenue: $962,060

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MARKETING UPDATE April 3, 2015

HICONNECTFor three days in March, members of the RLHC leadership represented the company at the HIConnect tradeshow in Nashville, Tennessee.

We showcased the Hotel RL Lobby Experience in our vignette as well as The Living Stage, with artists performing each day. The Hotel RL Lobby Experience was recognized by the conference as RLHC, in conjunction with The Gettys Group, won the Best Use of Public Space award.

April 2016

A NEW FOCUS ON PUBLIC RELATIONS

RLHC Retains MMGY Global as Agency of Record

The company has engaged MMGY Global, a New York-based PR agency whose specialty is travel and hospitality. In addition to RLHC, their client roster includes Intrepid Travel, Trump Hotels, Lufthansa Airlines, Renaissance Hotels and more. They have partnered with our company to generate press and social media content about upcoming hotel openings, events and digital promotions.

MAKING HEADLINES

USA TODAY – February 2016

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MARKETING UPDATE April 3, 2015

Meet Our Marketing Additions

Jennifer Bartsch, Executive Administrative Assistant to the CMO

Jennifer joins the RLHC team as Executive Administrative Assistant to Bill Linehan, EVP and Chief Marketing Officer. She received a bachelor’s degree in Organizational Management from Vanguard University of Southern California and brings five years of experience as the former Executive Admin to the CEO and CFO of Quiznos. Outside of work, Jennifer spends her free time with her husband and twins, Ayden and Addison. She will report from the Denver Design Center.

Caroline Czirr, Vice President of Digital Marketing

Caroline brings with her more than 17 years of branding and marketing experience in the hospitality industry, working primarily for Kimpton Hotel and Restaurant Group and Vail Resorts. She holds a bachelor's in Fine Arts and Communications with a major in film production from Loyola Marymount University. She started her career working for studios such as Columbia Pictures, Miramax and New Line Pictures. Caroline has spent the last several years as an entrepreneur working on several successful start-ups but most recognized for her work as EVP of Club W, LLC, a successful direct-to-consumer winery and wine club that is revolutionizing the way people discover, buy and share wine.

Ramsey Pruchnic, Vice President, Marketing Systems & Data Management Platforms

Ramsey joins RLHC as an experienced marketing technologist, with both agency and client experience primarily within the tech industry. He manages our marketing data as well as email and social media distribution channels. He joins us most recently from Remitly, a financial technology firm, and Microsoft, where he managed multiple marketing channels and programs from social media to product launches and brand campaigns. Ramsey graduated from Eastern Washington University and is earning a master’s degree in Organizational Leadership from Gonzaga University.

April 2016

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MARKETING UPDATE April 3, 2015

Wayne Shih, Director of Revenue Strategy, Distribution Revenue

Wayne joins the RLHC Distribution Revenue team with more than 13 years of hospitality and sales experience.

He began his career in hospitality as the Front Desk Agent at a San Francisco boutique hotel. Wayne quickly acquired the skills and knowledge to become a Sales Analyst and later Revenue Manager for the Island Hotel in Newport Beach, where he worked with Cari Kalapis, RLHC Director of Revenue Strategy, before she joined the RLHC team. Most recently, Wayne worked as a realtor for First Team Estates and Coldwell Banker Residential Brokerage.

In his new role, Wayne will report to Paul Chappelle, Senior Director, Revenue Strategy and report remotely from Southern California. In his free time he enjoys biking, camping and attending live sporting events.

Meet Our Marketing Additions

April Weatherley, Revenue Manager, Distribution Revenue

April (officially) joins the RLHC team after more than 10 years with Customer Direct, the Guest Relations partner of RLHC.

As the Client Services Manager at Customer Direct, April specialized in call center management, customer service and conflict resolution. She worked closely with Jason Thielbahr, SVP, Revenue Optimization and Distribution Services, as well as the Marketing team. In her new role, she will report to Paul Chappelle, Senior Director, Revenue Strategy, and focus primarily on hotel performance, reservations activity and channel analysis. She will report remotely from the St. Louis, Missouri area.

Dave Staab, Graphic Designer

Dave joins the RLHC Marketing team as an experienced graphic designer with more than 14 years of experience and expertise in digital media, art direction and Adobe Creative Suite. Previous to RLHC, he worked with companies including Dex One, Kroger, Element 95 and Sports Authority, where he led a team of design professionals and built advertising layout. Dave holds a bachelor’s from the Art Institute of Colorado as well as a business certificate and associate’s in Marketing. He reports to Sarah Frank, Senior Director, Brand Marketing, and will work from the RLHC Design Center in Denver. Outside of the office, Dave enjoys entering BBQ competitions, running anything from a 5K to a marathon, skiing, camping in National parks and volunteering.

April 2016