FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION
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Transcript of FEBRUARY 4-8, 2015 SDTMD FY2015 FUNDING APPLICATION
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FEBRUARY 4-8, 2015SDTMD FY2015 FUNDING APPLICATION
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• 107,962 • 40%• 30 MILLION+• 20.5 HOURS • 140• 350 MILLION • $25 MILLION*• 28,325*• $208,350• 20:1
2SCORECARD
ATTENDEESOUT OF MARKETTV VIEWERSLIVE TV COVERAGECOUNTRIESHHs GLOBALLYECONOMIC IMPACTROOM NIGHTSPROPOSED TMD SUPPORTROI
*Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management
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*28,325 TOTAL ROOM NIGHTSX
$136.84 ADR
$3,875,993 TOTAL HOTEL REVENUE
2ROOM NIGHTS
CATEGORY ROOM NIGHTS
ADR
Spectators 19,853 $136.84
Sponsors 60 $136.84
PROM Catering 310 $136.84
T&B Vendor 237 $136.84
Classic Vendor 635 $136.84
Farmers Insurance 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
TOTAL 28,325 *Based on 2013 Economic Impact Analysis, SDSU L. Robert Payne School of Hospitality & Tourism Management
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2OUR AUDIENCE
• 47%• 74%• 84%• 76%• 78%
FIRST-TIME ATTENDEES MALEAGE35+COLLEGE GRADUATE+HHI $75,000+
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• 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.
2MARKETING OBJECTIVES
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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)
2PROPOSED SCOPE OF WORK
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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
2PROPOSED SCOPE OF WORK
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A1.4 Total = $170,100Advertising $150,000Advertising Agency Fees $10,000Personal Salaries & Wages $2,500Promotional Items $7,600
A1.5 Total = $38,250Advertising $35,000Advertising Agency Fees $2,500Personal Salaries & Wages $750 Total = $208,350
2FY2015 BUDGET
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• PROPOSED TMD SUPPORT• ESTIMATE ROOM NIGHTS GENERATED • HISTORICAL ADR• TOTAL ESTIMATED ROOM NIGHT REVENUE• TMD ROI
2TMD ROI
$208,35030,825$136.84$4.2 MILLION20:1
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THANK YOU See You at Torrey!FEBRUARY 4-8, 2015