TOURISM DEVELOPMENT

Major Events:Tourism Development Strategy• Goals

1. Reach new audiences, especially international

2. Build shoulder season travel

3. Stimulate new hotel room night demand

• SDTA promoting new, ongoing events to help grow their potential, for example:• Music Festivals

• KAABOO at Del Mar Fairgrounds – Sept

• CRSSD at Waterfront Park – Oct and March

• Sporting Events• ISA & CAF World Adaptive Surfing Championship at La Jolla Shores

– Sept

• SDTA targeting new events for development

New Event Development Update:La Liga Soccer Tournament• Proposal to host:

• 2016 LFP CONCACAF Series which would consist of 4 matches

• 2017 World Club Challenge California, a 3 city, 10 match competition

• San Diego would be required to develop a Host Committee agreement to support the costs associated with hosting 7 matches: 4 in 2016 and 3 in 2017• Possibility of having the final match played in San Diego in 2017

• Total projected cost of hosting is $18.5M with a projected income of $22M

• Currently discussing issues (i.e., FIFA, securing marquee players) and opportunities (LFP clubs) with promoter, the UK’s Sports Revolution)

New Event Development:World Championship Fireworks• Concept – 6 countries competing in a fireworks

competition post-Thanksgiving to pre-Christmas

• Fireworks would be held on San Diego Bay with “The Art of Light” Show held in downtown

• Port has advised they need 12-months for event permitting for the fireworks show

• Currently discussing idea to hold The Art of Light Show in 2016 and then adding the Fireworks Competition in 2017

New Event Development:11th Annual AMGEN Tour of California

• 8-stage cycling race to start from San Diego on May 14, 2016 and end in Sacramento

• The Amgen Tour of California is a Tour de France-style cycling road race created and presented by AEG that challenges the world’s top professional cycling teams to compete along a demanding course that traverses hundreds of miles of California’s iconic highways, byways and coastlines each spring. The teams chosen to participate have included Olympic medalists, Tour de France contenders and World Champions.

• New organizing group (Amaury Sports Organization, owners of Tour de France) handling event logistics

AMGEN Tour of California cont.

• Worldwide broadcast reach – 200 countries• NBC Sports and ASO broadcast partners

• Over 1 million web and social audience

• 2 million spectators along California course

• Local organizing committee fundraising goal is $500K to host the start of the race• Financially responsible for providing 2,000 room nights for race

teams and AMGEN staff

• Peak room night requirement of 800 rooms fall on Friday 5/13/16 and Saturday 5/14/16

REQUEST: TMD Support to Sponsor Event Start in San Diego• TMD Sponsorship Request - $100,000

• Preliminary ROI of 4:1 based on historical room nights generated above the AMGEN block• AMGEN and Visit California estimate $100M total economic benefit

to participating California host cities throughout the race course

• Race start receives strong media coverage and viewership

• International promotional coverage and value

• To be administered and managed by SDTA

Incentive Funding:Youth & Travel Sports Events• Follow-up from July 17, 2015 TMD Board meeting

• Incremental funding request to support bid fees, venue off-set or sponsorship for 9 events (see list)

• Request for $338,000• Request will spread over 3 budget years: 2016, 2017 and 2018

World Beach GamesFall 2017 Event

OLYMPIC MOVEMENT ORGANIZATION CHART

International Olympic Committee(IOC)

Governing body of everything Olympics and keeper of the flame

Association of National Olympic Committees(ANOC)

Industry Manager of all International Olympic Committees

International Sports Federations(ISF”s)

Responsible for all sports events, qualifications and

championships

National Olympic Committees(NOC)

Represent a nation’s Olympic Movement, adherence to

Olympic values and crowns champions.

Local Organizing Committee (LOC)Responsible for hosting & putting on the Games

2017 LOC San Diego, CA

ANOC World Beach GamesSeptember /October 2017

• 12-14 days of Ceremony and Competition

• 6,000 Athletes from 205 Member Countries

• 26+ Sports

• 1,500 Officials/Coaches

• 1.2 million On-site Spectators

• 204 Countries Receive Broadcast & Streaming

26 Sports

• 13 BEACH Sports American Football, Bodybuilding, Boules, Cheerleading, Flying

Disk, Football, Handball, Mini-golf Sports, Rigby, Sumo, Tennis, Volleyball, Wrestling

• 3 HYBRID Sports Lifesaving, Modern Pentathlon, Triathlon

• 10 WATER Sports Aquatics, Canoe Sports, Dragon Boat, Powerboating, Rowing,

Sailing, Sports Fishing, Surfing, Underwater Activities, Waterski & Wakeboard

Partnership for Production

ANOC

Host City: San Diego

IOC

Host City Responsibilities• Venues for Ceremonies and Competition

• Infrastructure, Facilities and Equipment

• Event Services

• Local Communications and Promotion

• Accommodations for: Athletes with catering (leased cruise ships) Officials with catering VIPs Staff Media

• Local Transportation

• Volunteer Cohort

Primary Venue: Fiesta Island

(No Permanent Structures)

Competitive International BidCities include:

1. San Diego, USA

2. Sochi, Russia

3. Dubai, UAE

4. Hong Kong/Dalian, China

Prospective Production Budget & Revenue Overview

- The anticipated 24-month budget for the Games is $150M- Includes all anticipated and pre-approved elements of permitting, licensing,

merchandizing, travel, housing, infrastructure, operations, music festival and every expense category

- Expected global gross revenue is $190M- Global media and the 5 large global sponsorship categories could exceed $100M

- Ticket sales, merchandise, festival attendance and licensing will make up the balance

REQUEST: TMD Support to Sponsor World Beach Games Bid Proposal• Not to exceed $400,000

• To be administered and managed by SDTA

• Bid Presentation October 29, 2015 in Washington D.C.

RECAPTourism Development: Events1. 2016 AMGEN Tour of California Host City Sponsorship -

$100,000

2. Sept/Oct 2017 ANOC World Beach Games Bid Proposal Sponsorship – $400,000

3. 2016-2019 Youth & Travel Sports Incentive Funding - $338,000

THANK YOU