SALEM CULTURAL AND TOURISM PROMOTION ADVISORY BOARD

Transcription

1 SALEM CULTURAL AND TOURISM PROMOTION ADVISORY BOARD Si necesita ayuda para comprender esta información, por favor llame If you need help understanding this information, please call Disability-related modification or accommodation, including auxiliary aids or services, in order to participate in this meeting or event, are available upon request. Sign language and interpreters for languages other than English are also available on request. To request such an accommodation or interpretation, contact Chris Neider at or at least 2 business days before the meeting; TTD/TTY telephone (503) , is also available 24/7. Board Members Catherine Jarmin Miller, Chair Cara Fischer Adam Kohler Javier Navarro Gus Castaneda Jenn Columbus Laura Aguero Zienab Anwar Vacant City Staff Chris Neider, Staff Liaison Kelly Kelly, Staff Support Next Meeting: May Lord & Schryver, 545 Mission St SE, Salem It is the City of Salem s policy to assure that no person shall be discriminated against on the grounds of race, religion, color, sex, marital status, familial status, national origin, age, mental or physical disability, sexual orientation, gender identity, and source of income, as provided by Salem Revised Code 97. The City also fully complies with Title VI of the Civil Rights Act of 1964, and related statutes and regulations, in all programs and activities. 1. Call to Order 2. Roll Call MEETING AGENDA Tuesday, April 11, :30-8:00 PM Gilbert House Children s Museum 116 Marion St NE, Salem, OR 3. Approval of Today s Agenda and the Minutes from: a. March 14, Public Testimony - limited to three minutes per organization and pertaining to items on the agenda 5. Items Requiring Action a. Willamette Art Center Request Scoring 6. Information Items a. Cultural and Tourism Fund Reports March 2017 b. Cultural and Tourism Fund Revenue (Tax) Reports March 2017 c. Facility Operating Grant Reports Deepwood Museum and Willamette Art Center d. Special Event Reports Oregon Symphony Association in Salem (OSAS) e. Capital Improvement Reports None f. Annual Reports 1 st & 2 nd Qtr Travel Salem Reports g. Meeting & Tour Dates Appearance of Interested Citizens (Opportunity for those attending the meeting to address the board on items other than those appearing on the agenda. Limited to three minutes per person.) 8. Other Business & Parking Lot Items for future discussions a. Parking Lot list 9. Adjournment

2 Item 3.a. M I N U T E S CULTURAL AND TOURISM PROMOTION ADVISORY BOARD Tuesday, March 14, 2017 MEMBERS PRESENT Catherine Jarmin Miller, Chair Cara Fischer Adam Kohler Gus Castaneda Zienab Anwar Vacant MEMBERS ABSENT Javier Navarro Jenn Columbus Laura Aguero STAFF PRESENT Chris Neider, CD Management Analyst GUESTS Melanie Jones, Deepwood Museum & Gardens Chuck Harris, Oregon Senate Aires Yvonne Putze, Deepwood Museum & Gardens John Olbrantz, Hallie Ford Museum of Arts GUESTS Alicia Bay, Gilbert House Children s Museum Kathleen Fish, Salem Multicultural Institute Roger Williams, Willamette Art Center Helen Shanfran, Willamette Heritage Center Angie Onyewachi, Travel Salem 1. CALL TO ORDER Chair Catherine Jarmin Miller began the meeting at approximately 5:41 p.m. with a quorum present. 2. ROLL CALL Members present: Catherine Jarmin Miller, Cara Fischer, Adam Kohler, Gus Castaneda, Zienab Anwar, and Chris Neider. Members absent: Javier Navarro, Jenn Columbus, Laura Aguero 3. APPROVAL AGENDA AND MINUTES a. February 15th, 2017 CTPAB Board meeting agenda and minutes. Motion: Move to approve the February 15th, 2017 CTPAB Board meeting agenda and minutes. Motion by: Cara Fischer Seconded by: Adam Kohler ACTION: APPROVED Vote: 5-0 Aye: 5 Nay: 0 Abstentions: 0 4. PUBLIC TESTIMONY limited to three minutes per organization and pertaining to items on the agenda. None. CTPAB Meeting Notes 1 March 14, 2017

3 5. ITEMS REQUIRING ACTION a. Travel Salem Strategic Plan Motion: It was moved to accept the Travel Salem Strategic Plan for as presented and forward it to City Council for their approval. Motion by: Gus Castaneda Seconded by: Adam Kohler ACTION: APPROVED Vote: 5-0 Aye: 5 Nay: 0 Abstentions: 0 b. Cultural Tourism Fund Recommended Budget Motion: It was moved to accept the Cultural Tourism Fund Budget as presented and forward it to City Council for their approval. Motion by: Cara Fischer Seconded by: Adam Kohler ACTION: APPROVED Vote: 5-0 Aye: 5 Nay: 0 Abstentions: 0 6. INFORMATION ITEMS The following information items were presented to the Board: a. Cultural and Tourism Fund Reports - February 2017 b. Cultural and Tourism Fund Revenue (Tax) Reports February 2017 c. Facility Operating Grant Reports Gilbert House Children s Museum and Hallie Ford Museum of Art d. Special Event Reports None e. Capital Improvement Reports None f. Annual Reports None g. Meeting & Tour Dates APPEARANCE OF INTERESTED CITIZENS Angie Onyewuchi, Travel Salem, presented their Strategic Plan for to the board. Melanie Jones, Deepwood Museum and Gardens; Alicia Bay, Gilbert House & Children s Museum; Kathleen Fish, Salem Multicultural Institute; Helen Shanfran, Willamette Heritage Center; Chanell and Rich Schmidt, Linfield College; Chuck Harris, Oregon Senate Aires; Roger Williams, Willamette Art Center; and John Olbrantz, Hallie Ford Museum of Art, reported on upcoming events. 8. OTHER BUSINESS & PARKING LOT ITEMS FOR FURTHER DISCUSSIONS a. Parking Lot List CTPAB Meeting Notes 2 March 14, 2017

4 Catherine Jarmin Miller noted no Projects were funded in this grant cycle and wants the board to discuss the value of projects in the community and how to help them be viewed more favorably and become successfully funded in the future. Gus Castaneda asked about the possibility of recruiting a more active board member in place of Javier Navarro, who is unable to attend meetings regularly. Chris noted the Mayor s office is actively recruiting for the vacant and upcoming positions. 9. ADJOURNMENT With no further business, Chair Catherine Jarmin Miller adjourned the meeting at approximately 6:57 p.m. Next TOT Board meeting will be Tuesday, April 11th at 5:30 p.m., at Gilbert House Children s Museum, 116 Marion St NE, Salem, OR. Respectfully Submitted, Kelly Kelly, Board Staff Support CTPAB Meeting Notes 3 March 14, 2017

5 Capital Asset Improvement Scoring Sheet Willamette Art Center - Change of Scope for New Kiln $10,000 Review Criteria: 20 Points Maxium: Score: Total Score 98 Comments: PASS

6 Cultural and Tourism Fund Fund Status Report - For the Period Ending March 31, 2017 Item 6.a. Resources Budget Actual Thru Budget Actual Thru FY % FY Mar FY Mar to FY Difference Beginning fund balance 1,267,810 1,219,127 1,077,710 1,216,221 2, % Tax collections 3,948,940 2,505,631 3,243,400 2,385, , % Other agencies 5,200 1,921 9,240 2,233 (312) % Interest earnings 3,800 6,910 3,800 5,585 1, % Loan principle - 3,130-2, % Loan interest (7) -1.93% Other revenue 15,000 51,669 15,000 11,000 40, % Intrafund Budgeted Transfers % Transfers % Total Resources 5,240,750 3,788,757 4,349,150 3,623, , % Expenditures by Division FY FY Conference Center Marketing 298, , , ,750 (23,690) % Tourism Promotion - Travel Salem 987, , , , , % City Programs/Parks/CIP 2,904,240 1,976,659 2,180,020 1,216, , % Administration 273, , , ,870 1, % Major Tourist Attractions and Cultural Facilities 433, , , ,227 (18,441) -6.40% Contingency 120, , % Total Expenditures 5,017,230 3,626,851 4,038,950 2,691, , % Total Resources Less Expenditures 223, , , ,860 (769,954) %

7 Item 6.b. Transient Occupancy Tax - Actual Tax Revenue Annual JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN TOTAL Budget , , , , , , , , , , ,133 3,612,596 3,243, , , , , , , , , , , ,133 3,732,484 3,948,940 % Chg 6.00% 13.79% % 12.83% 4.49% 14.28% 0.34% 7.91% 0.00% 0.00% 0.00% 3.32% 800, , , , JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN Chart and graph demonstrate actual revenue for FY and FY This revised hotel tax revenue chart - which is a fiscal year to fiscal year comparison rather than a "running year" comparison - reconciles to the City's general ledger. Tax receipts are recorded on a cash basis throughout the fiscal year and modified in June to record revenues earned in June and received in July. As the result, general ledger reports reflect no cash receipts in July of each fiscal year and two months of cash receipts in June. YTD March FY YTD March FY ,385,643 2,505,531 Variance FY to FY %

8 CTPAB Completion Report Facility Operating Grant TOT Funds Supporting Salem Tourism Please use this form to report how your facility has enhanced Salem tourism or cultural opportunities for our residents. Organization: Name and Location of Facility: Friends of Deepwood, Deepwood Museum & Gardens Deepwood Museum & Gardens, 1116 Mission Street SE, Salem, OR Reporting Period: 1 st 2 nd _X 3 rd or 4 th quarter of FY Total number of days open: 45 Total hours of operation: 143 (open to public) Volunteer hours for period: 669 Total attendance at facility: 2125 Operating expenses funded by TOT, $ (standard allocation for quarter, however not received during the time period due to report timing) and special project expenses funded by TOT, $_0 (i.e., one-time events, brochures, unanticipated repairs) for the period. Total income from other sources: 48,340 What did your organization do to contribute to Salem s appeal as a tourist destination? Highlight one activity that occurred during the period. We offered a wide array of events during Q2 in addition to our standard home tours and garden appeal: Blues, Brews & BBQ- Awarding winner blues artist, Lightnin Willie performed at Deepwood on September 30 in the covered tennis court within the natural garden area. The event brought many first time attendees and over 30% of attendees were from out of Salem/Keizer metro area. Halloween- We welcomed young children, parents and grandparents to a fun-filled Halloween day celebration. We offered crafts, games, strolling magician, balloon artist, souvenir family photo, toothbrushes/floss, candy and small toy prizes. The event was attended by 216 children and 313 parents/grandchildren. Deepwood s Halloween celebration provided a safe, memorable alternative for to local and out of town attendees. Another successful element of this event was pulling in volunteers who are new to Deepwood events and are interested in supporting us with future special programs. Of course this is critical to keeping a growing connection to our community just as growing membership is key.

9 Steampunk Tea & Exhibit- The Steampunk Tea brought a higher percentage of first time attendees than prior teas and also helped us attract millennials to Deepwood. There is a very substantial audience intrigued by Steampunk and we found they were eager to have another venue to dress the part. We had people who heard about the exhibit through the media and social media, so they came to tour specifically for the exhibit. Holiday Teas- Our ever-popular holiday teas brought guests from as far away as Bend with the Deepwood Tea as their reason for coming to Salem. We served 4 teas over two days to approximately 90 guests. Holiday Open Houses- Two consecutive December Sundays, Free public open house. Reported on in greater detail in question below. The home was filled with volunteers in period dress including a butler greeting on the first Sunday of the event. Featured PAMA location for December- We hosted members of other Portland Attractions Marketing Alliance as the featured location for December. Since the majority of participating organizations are from Portland and surrounding markets in brings a wide array of guests from out of market to Salem with Deepwood as their destination. We take advantage of the opportunity to cross market other attractions and businesses before they leave Deepwood and ideally if they call prior to their visit we encourage an extended stay with suggested attractions. Report on one of the benchmarks or performance measures used by your organization (provide data and an explanation of how the data was collected). During Q2 we coordinated dates with Bush House Museum on Holiday Open House dates. Our Open Houses were help on two consecutive Sundays (Dec. 4 and 11). Attendance on week 1 was X which we were extremely pleased by, however week two surpassed it with tracked attendance of X. We kept track of zip codes for all attendees and certainly the majority were from the Salem metro area, but we had some from outside of the area who had planned a trip to Salem in part for our open house events. Over 90% of attendee zip codes were tracked while about 15% of guests received a verbal survey on whether they had ever been to Deepwood. Based on that informal survey, we had a 70% rate of first time attendees, 15% who had not been for years and 15% who had visited once or more in the past year. This shows a great value in holding an annual free event to attract people to the home, especially since we had information for all attendees on events and ways to get involved at Deepwood. For an added draw we added the Carriage House to this year s event as the location for cider and cookies (donated by a sponsor). By: Yvonne Putze, Executive Director, Deepwood Museum & Gardens Date: 3/29/17

10 Oct-Dec 2016 Event Images Blues, Brews & BBQ attracted many first time visitors to Deepwood Museum & Gardens

11 Lots of activities and entertainment kept hundreds of children captivated for hours at Deepwood s Halloween Celebration.

12 The majority of attendees at Deepwood s 2016 Holiday Open House events were first time attendees, but the many Friends of Deepwood Members scattered around the home made everyone feel welcome.

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14 CTPAB Completion Report Facility Operating Grant TOT Funds Supporting Salem Tourism Please use this form to report how your facility has enhanced Salem tourism or cultural opportunities for our residents. Organization: Friends of the Visual Arts dba Willamette Art Center Name and Location of Facility: Oregon State Fairgrounds, th St NE, Salem OR Reporting Period: 1 st 2 nd 3 rd X or 4 th quarter of FY Total number of days open: 85 Total hours of operation: 755 Volunteer hours for period: 1177 Total attendance at facility: 2604 Operating expenses funded by TOT, $ 7290, and special project expenses funded by TOT, $ (i.e., one-time events, brochures, unanticipated repairs) for the period. Total income from other sources: $0 What did your organization do to contribute to Salem s appeal as a tourist destination? Highlight one activity that occurred during the period. The Willamette Art Center sponsored a presentation by Robert Piller who is a spokesman for Potters for Peace which is an international nonprofit that establishes ceramic water filter factories in the developing world to improve the health of poor Nicaraguan villages and families by providing safe, accessible drinking water. This was attended by a cross-section of the Salem community including Willamette University and Chemeketa Community College students. Report on one of the benchmarks or performance measures used by your organization (provide data and an explanation of how the data was collected). Facility attendance for the Potters for Peace was 52. Attendance was taken manually by studio volunteers. The Center enhanced the cultural awareness of the Salem community by sponsoring this nonprofit s mission. Submitted by: Sue Karnosh, Financial Coordinator Date: April 4, 2017

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19 FIRST QUARTER REPORT July, August, September INTRODUCTION Travel Salem is pleased to submit the tourism and convention first quarter report for pursuant to City of Salem contract section 1.5. The contract stipulates that quarterly reports include a financial report, an overview of Contractor s activities, and a statement of output measurements. This report fulfills these contractual requirements. All programs and services tie back to Travel Salem s Strategic Plan and the Business Plan, and drive toward six main objectives and strategic initiatives: community relations and engagement, capacity building, marketing and communications, conventions and events, destination development, and services. EXECUTIVE SUMMARY Marketing & Communications Hosted food & travel writer Elizabeth Rose for a two-day fam tour of Salem; prepared itinerary for 50 Campfires overnight experience at Silver Falls State Park; hosted writer/blogger Amanda Barnes of 50 Harvests Around the World at Johan Vineyards & Left Coast Cellars; hosted writer Linda Kissam/VP of the International Food Wine & Travel Writers Association for a 2-day fam of wineries; and hosted freelance writer Carly Zinderman for a fam (stayed at Willamette Valley Vineyards). Hosted writers from Gear Magazine, DuJour Magazine & the FoodNetwork.com for a pre-feast media tour; featured chef from Adam s Rib Smokehouse at Feast event. Developed a co-op ad with WVVA for the 2017 Brand USA Inspirational Guide (image at right). Gave a presentation at the League of Oregon Cities conference on Developing a Regional Destination. Launched pay per click online advertising to drive consumers to Salem area lodging with 370 click-throughs in September alone. Partnered with SEDCOR on a variety of marketing/ communication strategies (website, media pitching, social media) to promote the economic development platform. Launched an e-clipse e-newsletter and online content at TravelSalem.com promoting the 2017 Great American Eclipse. Produced the Willamette Valley Visitors Association s Oregon Wine Country guide (images at right).

20 Destination Development Worked with Polk County Rural Tourism Studio stakeholders to develop a series of agritourism brochures (images at right). Conventions, Events & Sports Held a site tour & booked the Early Ford V8 Club of America for September 2017 at the Salem Convention Center & Salem s Riverfront Park. Attended the ConnectSports Marketplace Tradeshow in Grapevine, Texas; engaged in 35 appointments and 11 RFPs. Attended the inaugural Spotlight on the Northwest tradeshow & conference in Albany connecting to tour planners from across the U.S. for group & FIT travelers. Attended the annual BRAVO! Tradeshow held at the Portland Convention Center; partnered with the Oregon State Fair & Expo Center & the Salem Convention Center. Produced promotional materials (save-the-date flier & video trailer) for the 2017 River 2 Ridge event for Mayor Peterson to take to Japan to pre-promote (image at right). Services Provided activities for 500+ attendees at the Capital Cup team dinner at Salem Convention Center. Staffed a visitor information table at the League of Oregon Cities conference. Staffed a visitor information table for three days at the United Methodist Conference. Staffed a visitor information table at the Cannabis Grower s Fair at the Oregon State Fair & Expo Center. Participated in the Great Salem Race; the Travel Café was an official stop on the route.

21 OVERVIEW OF ACTIVITIES Travel Salem tracks numerous activities throughout the year to monitor, evaluate and adjust marketing strategies as needed. These internal measurement statistics assist with forecasting and trending, and need to be examined as a whole to get a true indication of the industry and performance of marketing activities. Outside influences such as gas prices, weather, natural disasters or inflation, will also have an impact on the peaks and valleys that these numbers may reflect. Glossary of terms for definitions of the following activities is available upon request. 1 st Qtr YTD % Change from YTD 1 Lodging Click-Thru - decrease due to addition of a booking engine to TravelSalem.com. Consumers are using the booking engine to research rates and availability without clicking off TravelSalem.com to individual hotels. 2 Facebook Reach increase due a full-time social media coordinator and a more strategic and consistent approach. 3 Flickr Impressions Instagram has moved ahead of Flickr as the platform for photos; Travel Salem shifted efforts to Instagram. 4 Twitter Impressions Travel Salem s priority was Facebook during the first quarter. A social media plan was created during the quarter and future campaigns for all platforms will be launched. 5 Sales Leads Generated decrease due to groups from last year not looking at Salem this year. 6 New Members Acquired increase due to focused effort on lodging and culinary sectors. 7 Attrition decrease due to concerted efforts on retention YTD Activity MARKETING & COMMUNICATIONS Public Relations Advertising Equivalency $312,295 $312,295 9% $287,272 $249,467 Visitor Information Network Attendance 42,501 42,501-6% 45,381 41,403 Advertising Inquiries 5,773 5,773-26% 7,779 10,208 E-Communication Impressions 42,367 42,367 26% 33,528 38,063 Website/TravelSalem.com Visits 118, ,827 18% 100,807 82,956 Lodging Click Thru 1 1,970 1,970-49% 3,893 5,340 Facebook Reach 2 388, ,173 67% 232,556 46,044 YouTube Views 4,306 4,306-5% 4,519 4,899 Flickr Impressions 3 27,048 27,048-60% 67,046 80,206 Twitter Impressions 4 457, ,138-31% 658, ,544 Pinterest Followers % CONVENTIONS & EVENTS Real-Time Conventions & Events % 15 5 Number of Attendees 12,290 12,290 26% 9,787 3,360 Number of Room Nights 4,980 4,980-21% 6,303 1,172 Sales Leads Generated % Bookings 9 9 0% 9 14 SERVICES Groups Assisted % Visitors Reached 4,800 4,800 2% 4,700 5,295 MEMBERSHIP Total Membership % New Members Acquired % 2 8 Attrition % 22 16

22 TRAVEL SALEM DASHBOARD Key Performance Measurements February 27, 2013 Board of Directors Approved Jul-Sept % of Travel Salem Resources $ 343,380 36% $ 1,148,027 $ 954,704 $ 736,845 $ 702,267 $ 723,344 $ 722,116 $ 729,601 $ 803,142 City of Salem Contract $ 246,808 35% $ 771,420 $ 714,000 $ 550,000 $ 479,000 $ 550,000 $ 533,030 $ 503,030 $ 531,530 City of Salem - R2R $ 20,300 n/a n/a n/a n/a n/a n/a n/a n/a Other Sources $ 73,873 31% $ 233,501 $ 240,704 $ 186,845 $ 223,267 $ 173,344 $ 189,086 $ 226,571 $ 271,612 Wine Country Plate $ - 0% $ 136,392 n/a n/a n/a n/a n/a n/a n/a DT Pass Thru $ 2,400 $ 7,050 n/a n/a n/a n/a n/a n/a n/a Travel Salem Program FTE % Membership % Revenue $ 38,801 40% $ 107,098 $ 96,689 $ 91,521 $ 113,492 $ 113,761 $ 116,352 $ 126,695 $ 78,538 Estimated Economic Impact (2015) $ 553,200, % $ 553,200,000 $ 548,200,000 $ 541,000,000 $ 527,100,000 $ 505,900,000 $ 476,900,000 $ 458,500,000 $ 497,400,000 Direct Jobs (2015) 6, % 6,450 6,250 6,130 5,930 5,910 5,860 6,000 6,270 TOT Revenues $ 1,216,177 39% $ 3,612,596 $ 3,125,123 $ 2,730,822 $ 2,445,339 $ 2,239,286 $ 2,215,001 $ 2,138,196 $ 2,416,440 Occupancy - Rooms Sold (Salem) 167,394 40% 566, , , , , , , ,160 Average Daily Rate (ADR) $ % $ $ $ $ n/a n/a n/a n/a TOT Influenced by TS $ 665,102 39% $ 1,994,536 $ 1,689,319 $ 1,532,047 $ 1,425,310 $ 1,265,905 $ 854,280 $ 877,432 $ 832,545 Leisure $ 620,250 39% $ 1,842,268 $ 1,578,168 $ 1,392,719 $ 1,245,578 $ 1,140,800 $ 716,161 $ 789,311 $ 659,434 Convention* $ 44,851 40% $ 152,285 $ 111,151 $ 139,328 $ 179,732 $ 125,105 $ 138,119 $ 88,121 $ 173,111 TS Correlation to TOT Ratio 55% 55% Leverage $ 540,957 27% $ 2,382,473 $ 1,972,138 $ 2,086,254 $ 1,914,854 $ 3,206,602 $ 1,884,865 $ 1,511,731 $ 1,363,105 Visitors Guide $ - 0% $ 69,606 $ 82,923 $ 81,533 $ 87,953 $ 112,793 $ 114,336 $ 96,366 $ 91,693 Volunteers $ 80 2% $ 2,345 $ 3,212 $ 4,236 $ 9,224 $ 16,126 $ 24,562 $ 27,203 $ 23,148 Public Relations - Advt Equiv $ 312,295 30% $ 1,584,522 $ 1,047,244 $ 1,128,533 $ 960,533 $ 2,166,423 $ 1,016,469 $ 611,839 $ 660,288 Advertising $ 8,600 21% $ 65,787 $ 41,794 $ 68,311 $ 70,690 $ 78,245 $ 47,504 $ 40,978 $ 50,302 In-Kind $ 138,645 23% $ 544,901 $ 611,395 $ 601,311 $ 608,563 $ 621,353 $ 509,348 $ 492,945 $ 300,429 WVVA/Regional $ 81,338 44% $ 240,000 $ 185,570 $ 202,440 $ 177,891 $ 211,662 $ 172,646 $ 242,400 $ 237,245 Consumer Engagement 8,836,480 21% 60,098,680 41,476,228 39,106,833 43,778,277 48,925,791 25,629,680 n/a n/a Examples include: Visitor Information Network 42,501 29% 164, , , , , ,345 Conv Services - Visitors Reached 4,800 13% 42,990 36,117 41,641 47,477 54,385 72,732 Visitor Inquiries 5,773 16% 53,708 35,054 43,852 42,900 42,045 30,476 Media Impressions 6,543,100 23% 50,223,577 29,061,138 29,910,649 26,711,743 37,519,977 14,492,574 Advertising Impressions 208,420 5% 1,459,500 4,456,800 2,544,000 13,126,000 7,628,520 7,440,000 Online Visits 118,827 43% 301, , , , , ,940 Twitter Impressions 457,138 20% 2,384,408 2,241,868 2,475,218 1,228,472 1,706,940 1,941,184 Facebook Impressions 633,803 31% 2,360,463 2,027,053 2,073,308 1,980,049 1,549,150 1,202,325 * Business is also being booked for future years in the current year, however, this TOT value will be recognized in those respective years. TOT Influenced by TS: 1) Leisure trend is attributed to PR, social media efforts, and Travel Café and enhanced Visitor Information Network 2) Convention figure included the last year of OSAA basketball tournaments at Willamette University 3) Convention dip was due to a timing issue between fiscal years of when the JWC events were held

23 Travel Salem PUBLIC RELATIONS ADDENDUM National & Regional Media First Quarter Secured 263 published references/articles with a reach of 6,643,100 and an advertising equivalency of $312,295. Media/Headline Value Reach Key Messages/Content Road Trips for Families Oregon Waterfalls: Five for Families $4,350 75,000 Silver Falls State Park was one of five waterfall parks highlighted in a feature article about Oregon s best round-up of great waterfalls/campgrounds for families. Published: 7/2016 Pitched: 1/2016 Take Root Magazine Oregon Blackberries Published: 7/2016 Pitched: 4/2016 Willamette Living Best Bets: Wine Country Rocks at Eola Hills $9,000 30,000 3-page feature story about the Willamette Valley s cane berry industry, including the famous Marionberry and Salembased businesses Willamette Valley Pie Co, Nanneman Farms, EZ Orchards & Bauman s. $1,500 40,000 Willamette Living s Best Bets calendar section highlighted Eola Hills Wine Cellars Wine Country Rocks summer concert series. Published: 7/2016 Pitched: 4/ of 3

24 VINEPAIR 1859 Magazine Six Favorite Restaurants in Salem Published: 8/2016 Pitched: 2/2016 Vinepair.com 5 Reasons You Need to Visit Oregon Wine Country Now Published: 8/2016 Pitched: 1/2016 Newsmax.com Great American Eclipse to be 70- Mile-Wide Solar Blackout Published: 8/2016 Pitched: 7/2015 Bustle Magazine Wine Weekends Published: 8/2016 Pitched: 3/2016 $21,985 75,000 This feature article positions Salem as having an up-and-coming food scene not to be missed and highlights area restaurants including Rafn s, Wild Pear, Taproot Lounge & Cafe, Paradiso and Archive Coffee & Bar. $25, ,000 This national wine blog (associated with the Huffington Post) highlighted Salem s Johan Vineyards and the beauty and accessibility of Willamette Valley Wine Country. $20, ,000 Salem was highlighted as the first mid-sized city to be directly under the moon s shadow. Readers were encouraged to make lodging plans now if they want to travel to see the event. $30, ,000 Salem s wine region was called out in an article about the best places in the United States for a summertime wine tasting road trip. Trampin River To Ridge Published: 9/2016 Pitched: 6/2016 $5,000 40,000 The new River to Ridge kayak/cycle/hike event was highlighted in a full page article in this Japanese hiking and outdoor recreation publication. 2 of 3

25 Oregonlive.com 12 Places to See Fall Color Published: 9/2016 Pitched: 7/2016 Travel Oregon e-newsletter Eclipse 2017 Published: 9/2016 Pitched: 6/2016 The Drinks Business Around the World in 80 Harvests: Oregon Published: 9/2016 Pitched: 8/2016 $12,754 16,000 The Oregonian s Jamie Hale included Silver Falls State Park in his feature story about the best places to see fall color within a 2- hour drive of Portland. $8, ,000 Feature article about the 2017 Eclipse coming to Oregon mentioned Salem area as one Oregon community that is planning to hold several Eclipse-related events at vineyards and other venues in the area. $13, ,000 Wine journalist Amanda Barnes included Johan Vineyards and Left Coast Cellars in her article about Oregon and the Willamette Valley Wine Region, which runs as a regular column in The Drinks Business magazine. 3 of 3

26 Travel Salem CONVENTIONS, EVENTS, SPORTS DASHBOARD First Quarter REAL-TIME CONVENTIONS/EVENTS FIRST QUARTER Qtr Organization Community Econ Impact Booked Attendees Booked Rm Nts Lodging Revenue TOT Revenue 1 American Legion Baseball $ 38, $ 10,507 $ Jehovah Witness Convention $ 3,105,000 5,000 2,500 $ 250,175 $ 22,516 1 Senior Softball US NW Regional $ 447, ,200 $ 120,084 $ 10,808 1 Senior Softball USA $ 807, $ 60,042 $ 5,404 1 Cannabis Grower's Fair $ 358,200 5, $ 30,021 $ 2,702 1 SAQUA $ 3, $ 2,001 $ USTA Tri-Level Championship $ 124, $ 12,509 $ 1,126 1 Studio Art Quilt Association $ 33, $ 6,004 $ Economic Development Summit $ 6, $ - $ - 1 WV Men's Baseball Labor Day Tournament $ 10, $ 3,502 $ Oregon Open Jiu Jitsu Championship $ 41, $ 3,502 $ 315 TOTAL $ 4,975,880 $ 12,590 $ 4,980 $ 498,349 $ 44,851 Total Value $ 4,975,880 Direct Costs for 2nd Qtr $ 49,667 EEI ROI $ $ 0.90 TOT ROI YEAR-TO-DATE Organization Community Econ Impact Booked Attendees Booked Rm Nts Lodging Revenue TOT Revenue 11 Real-Time Conventions/Events/Sports $ 4,975,880 $ 12,590 $ 4,980 $ 498,349 $ 44,851 Total Value $ 4,975,880 Direct Costs for YTD $ 49,667 EEI ROI $ $ 0.90 TOT ROI

27 16-17 POTENTIAL FUTURE BUSINESS - LEADS & BOOKINGS FIRST QUARTER Convention Year # of Leads LEADS Est. Community Econ Impact Est. Attendees Est. Room Nights # of Bookings Est. Booked Community Econ Impact Est. Booked Attendees BOOKINGS Est. Booked Rm Nts Est. Lodging Revenue Est. TOT Revenue Lead Conversion Rate FY $ 281,400 2, $ 247,200 2, $ 49,034 $ 4, % FY $ 499,200 1, $ 996,000 1,800 1,300 $ 116,077 $ 10, % FY FY FY TOTAL 7 $ 780,600 3, $ 1,243,200 4,570 1,790 $ 165,111 $ 14, % YEAR-TO-DATE Convention Year # of Leads LEADS Est. Community Econ Impact Est. Attendees Est. Room Nights # of Bookings Est. Booked Community Econ Impact Est. Booked Attendees BOOKINGS Est. Booked Rm Nts Est. Lodging Revenue Est. TOT Revenue Lead Conversion Rate FY $ 281,400 2, $ 247,200 2, $ 43,752 $ 3, % FY $ 499,200 1, $ 996,000 1,800 1,300 $ 116,077 $ 10, % FY FY FY TOTAL 7 $ 780,600 3, $ 1,243,200 4,570 1,790 $ 159,829 $ 14, %

28 16-17 LOST BUSINESS Account Name Reason Lost Attendees Lost Room Nights Lost Community Econ Impact Lost Lodging Revenue Lost TOT Revenue TOTAL - - $ - $ - $ FAM TOURS, TRADE SHOWS & PROMO TRIPS Qtr Organization Organization Location 1 Connect Marketplace Grapevine, Tx X 1 BRAVO! Portland X 1 Spotlight on the Northwest Albany X FAM Tour/ Site Tour Trade Show Promo Trip

29 TRAVEL SALEM STATEMENT OF ACTIVITIES NET ASSETS First Quarter July, August, September REVENUES 1st Qtr Actuals YTD Actuals % of FY Budget FY Budget YTD Actuals CITY FLEX CITY FLEX TOTAL PUBLIC City of Salem Contract $ 246,808 $ 246,808 $ - $ 246,808 25% $ 987,230 $ 771,420 City of Salem - River2Ridge $ 20,300 $ 20,300 $ 20,300 $ 20,300 Subtotal $ 267,108 $ 267,108 $ - $ 267,108 27% $ 1,007,530 $ 771,420 REGIONAL Marion County $ 25,000 $ 25,000 $ 25,000 25% $ 100,000 $ 100,000 Polk County $ 7,500 $ 7,500 $ 7,500 50% $ 15,000 $ 15,000 Subtotal $ 32,500 $ 32,500 $ 32,500 28% $ 115,000 $ 115,000 PRIVATE Membership $ 39,058 $ 39,058 $ 39,058 33% $ 120,000 $ 107,318 Special Events $ 1,680 $ 1,680 $ 1,680 31% $ 5,428 $ 5,190 Wine Country Plate $ - $ - $ - - $ - $ 136,392 DT 365 Pass Through $ 2,650 $ 2,650 $ 2,650 - $ - $ 7,050 Other $ 62 $ 1,342 $ 62 $ 1,342 $ 1,404 25% $ 5,700 $ 5,992 Subtotal $ 62 $ 44,731 $ 62 $ 44,731 $ 44,792 34% $ 131,128 $ 261,942 Temporarily Restricted Revenue $ - $ - $ - $ 127,183 TOTAL REVENUES $ 267,169 $ 77,231 $ 267,169 $ 77,231 $ 344,400 27% $ 1,253,658 $ 1,275,546 EXPENSES 1st Qtr Actuals YTD Actuals % of FY Budget FY Budget YTD Actuals Salaries & Related Expenses $ 152,428 $ 18,345 $ 152,428 $ 18,345 $ 170,773 23% $ 744,394 $ 664,143 Operations $ 58,720 $ 7,424 $ 58,720 $ 7,424 $ 66,145 30% $ 218,852 $ 220,112 Professional Services $ 11,227 $ - $ 11,227 $ - $ 11,227 13% $ 87,350 $ 76,224 Advertising $ 14,350 $ 3,068 $ 14,350 $ 3,068 $ 17,418 14% $ 122,219 $ 29,523 Trade Shows & Fam Tours $ 9,706 $ 60 $ 9,706 $ 60 $ 9,766 0% $ 16,095 $ 15,974 Special Events $ 10,000 $ 1,148 $ 10,000 $ 1,148 $ 11,148 40% $ 27,678 $ 5,559 Agility Fund $ 4,753 $ - $ 4,753 $ - $ 4,753 14% $ 35,000 $ 29,799 Misc. $ 196 $ - $ 196 $ - $ % $ 1,500 $ 1,780 TOTAL EXPENSES $ 261,380 $ 30,045 $ 261,380 $ 30,045 $ 291,425 23% $ 1,253,088 $ 1,043,114 OPERATING SURPLUS / (DEFICIT) $ 5,789 $ 47,185 $ 5,789 $ 47,185 $ 52,974 $ 570 $ 232,432 OTHER INCOME - LEVERAGE Visitors Guide $ - $ - $ - $ 69,606 Volunteers $ 80 $ 80 $ 80 $ 2,345 Media $ 312,295 $ 312,295 $ 312,295 $ 1,584,522 Advertising $ 8,600 $ 8,600 $ 8,600 $ 65,787 In-Kind $ 138,645 $ 138,645 $ 138,645 $ 544,901 WVVA/Regional $ 81,338 $ 81,338 $ 81,338 $ 240,000 Total Other Income - Leverage $ 540,957 $ 540,957 $ 540,957 24% $ 2,250,000 $ 2,507,161 OTHER EXPENSE - LEVERAGE $ (540,957) $ (540,957) $ (540,957) 24% $ (2,250,000) $ (2,507,161) Transfer to Restricted Funds $ (127,183) CARRY FORWARD Carry Forward from $ 251,384 $ 251,384 $ 251,384 $ 251,384 Prior Qtr Cumulative Surplus/ (Deficit) NET ASSETS $ 5,789 $ 298,569 $ 5,789 $ 298,569 $ 304,358 $ 356,633

30 SECOND QUARTER REPORT October, November, December INTRODUCTION Travel Salem is pleased to submit the tourism and convention second quarter report for pursuant to City of Salem contract section 1.5. The contract stipulates that quarterly reports include a financial report, an overview of Contractor s activities, and a statement of output measurements. This report fulfills these contractual requirements. All programs and services tie back to Travel Salem s Strategic Plan and the Business Plan, and drive toward six main objectives and strategic initiatives: community relations and engagement, capacity building, marketing and communications, conventions and events, destination development, and services. EXECUTIVE SUMMARY Marketing & Communications TravelSalem.com redesign Phase 2 complete: reorganization of site navigation; a Members video section with aggregated content pulled from listings; a 2017 Eclipse feed of events and links; advertising placement on sidebars throughout categories; a standard blog with dynamic content; and user interface improvements for the events calendar; booking engine and online forms. Executed two first-time social media campaigns: o Thanksgiving campaign encouraged visitors to experience Mid- Willamette Valley wine country during the holiday. It featured 6 rotating ads designed for Facebook (both desktop & mobile versions) as well as Instagram promoted posts. Results: reached more than 253,000 consumers in 31 states & 2 countries; 542,000 impressions; roughly 6,000 book now click thrus. o Holiday Season campaign encouraged visitors to experience Salem during seasonal festivities. The campaign featured 2 interactive Facebook ads for mobile users, 11 Facebook ads for both desktop & mobile users, and 4 Instagram promoted posts. Results: 390,000+ Facebook impressions & 7,000+ likes on promoted Instagram posts. Continued a Google ad words campaign focusing on key words consumers use on search engines resulting in a total of 3,950 clickthrus to TravelSalem.com. Hosted members of Travel Oregon s PR & content teams in the Silverton area for a one-day fam tour (Silver Falls, Seven Brides Brewing and downtown Silverton).

31 Developed a winter newsletter, blog series & social media posts during Travel Oregon s Wintercation ad campaign. Conventions, Events & Sports The Sports & Events Sales Manager attended the Annual ASA/USA Council meeting in Shreveport, La. with the City of Salem Softball Coordinator to promote the 2017 ASA/USA National 18U tournament. Attended the Oregon Sports Tourism meeting to network & engage with regional DMOs and Travel Oregon and Oregon Sports Authority. Hosted the first annual Travel Salem Sports Appreciation Reception hosting 22 different sports clubs, hotels, universities and facilities at the event hosted at The Ram. Services Staffed a visitor information table at the NW Regional GIS Professionals Conference held at the Salem Convention Center for 400 attendees.

32 OVERVIEW OF ACTIVITIES Travel Salem tracks numerous activities throughout the year to monitor, evaluate and adjust marketing strategies as needed. These internal measurement statistics assist with forecasting and trending, and need to be examined as a whole to get a true indication of the industry and performance of marketing activities. Outside influences such as gas prices, weather, natural disasters or inflation, will also have an impact on the peaks and valleys that these numbers may reflect. Glossary of terms for definitions of the following activities is available upon request. 2 nd Qtr YTD % Change from YTD 1 Public Relations/Advertising Equivalency decrease due to no broadcast media during the quarter. 2 Advertising Inquiries decrease due to timing, ad campaigns to break in spring E-Communications Impressions increase due to the addition of the E-Clipse e-newsletter (this metric will decline next year when the event has expired). 4 Lodging Click-Thru - decrease due to addition of a booking engine to TravelSalem.com. Consumers are using the booking engine to research rates and availability without clicking off TravelSalem.com to individual hotels. 5 Facebook Reach increase due a full-time social media coordinator and a more strategic and consistent approach. 6 Flickr Impressions Instagram has moved ahead of Flickr as the platform for photos; Travel Salem shifted efforts to Instagram. 7 Sales Leads Generated Decrease due to timing of hiring new Sports Sales Manager and DOS being out on medical leave; anticipating 3rd quarter rebound. 8 New Members Acquired increase due to focused effort on lodging and culinary sectors. 9 Attrition decrease due to concerted efforts on retention YTD Activity MARKETING & COMMUNICATIONS Public Relations Advertising Equivalency 1 $388,905 $701,200-31% $1,012,246 $461,138 Visitor Information Network Attendance 28,419 70,920-14% 82,581 73,458 Advertising Inquiries 2 4,550 10,323-63% 28,262 14,990 E-Communication Impressions 3 125, , % 66,202 73,679 Website/TravelSalem.com Visits 74, ,279 25% 154, ,544 Lodging Click Thru 4 1,530 3,500 39% 5,769 7,421 Facebook Reach 5 1,055,504 1,443, % 444,755 82,823 YouTube Views 2,465 6,771 1% 6,726 7,387 Flickr Impressions 6 17,552 44,600-66% 130, ,442 Twitter Impressions 665,318 1,122,456-14% 1,307,257 1,149,715 Pinterest Followers % CONVENTIONS & EVENTS Real-Time Conventions & Events % 16 6 Number of Attendees 20,723 33,013 26% 9,887 3,760 Number of Room Nights 1,293 6,273-21% 6,343 1,207 Sales Leads Generated % Bookings % SERVICES Groups Assisted % Visitors Reached 3,443 8,243 2% 8,651 6,810 MEMBERSHIP Total Membership % New Members Acquired % Attrition % 45 28

33 TRAVEL SALEM DASHBOARD Key Performance Measurements February 27, 2013 Board of Directors Approved Jul-Dec % of Travel Salem Resources $ 652,497 57% $ 1,148,027 $ 954,704 $ 736,845 $ 702,267 $ 723,344 $ 722,116 $ 729,601 $ 803,142 City of Salem Contract $ 493,615 64% $ 771,420 $ 714,000 $ 550,000 $ 479,000 $ 550,000 $ 533,030 $ 503,030 $ 531,530 City of Salem - R2R $ 20,300 - n/a n/a n/a n/a n/a n/a n/a n/a Other Sources $ 135,632 58% $ 233,501 $ 240,704 $ 186,845 $ 223,267 $ 173,344 $ 189,086 $ 226,571 $ 271,612 Wine Country Plate $ - 0% $ 136,392 n/a n/a n/a n/a n/a n/a n/a DT Pass Thru $ 2,950 42% $ 7,050 n/a n/a n/a n/a n/a n/a n/a Travel Salem Program FTE % Membership % Revenue $ 62,376 58% $ 107,098 $ 96,689 $ 91,521 $ 113,492 $ 113,761 $ 116,352 $ 126,695 $ 78,538 Estimated Economic Impact (2015) $ 553,200, % $ 553,200,000 $ 548,200,000 $ 541,000,000 $ 527,100,000 $ 505,900,000 $ 476,900,000 $ 458,500,000 $ 497,400,000 Direct Jobs (2015) 6, % 6,450 6,250 6,130 5,930 5,910 5,860 6,000 6,270 TOT Revenues $ 2,229,555 62% $ 3,612,596 $ 3,125,123 $ 2,730,822 $ 2,445,339 $ 2,239,286 $ 2,215,001 $ 2,138,196 $ 2,416,440 Occupancy - Rooms Sold (Salem) 327,134 58% 566, , , , , , , ,160 Average Daily Rate (ADR) $ % $ $ $ $ n/a n/a n/a n/a TOT Influenced by TS $ 1,190,547 60% $ 1,994,536 $ 1,689,319 $ 1,532,047 $ 1,425,310 $ 1,265,905 $ 854,280 $ 877,432 $ 832,545 Leisure $ 1,137,073 62% $ 1,842,268 $ 1,578,168 $ 1,392,719 $ 1,245,578 $ 1,140,800 $ 716,161 $ 789,311 $ 659,434 Convention* $ 53,474 35% $ 152,285 $ 111,151 $ 139,328 $ 179,732 $ 125,105 $ 138,119 $ 88,121 $ 173,111 TS Correlation to TOT Ratio 53% 55% 54% 56% 58% 57% 39% 41% 34% Leverage $ 1,154,144 48% $ 2,382,473 $ 1,972,138 $ 2,086,254 $ 1,914,854 $ 3,206,602 $ 1,884,865 $ 1,511,731 $ 1,363,105 Visitors Guide $ - 0% $ 69,606 $ 82,923 $ 81,533 $ 87,953 $ 112,793 $ 114,336 $ 96,366 $ 91,693 Volunteers $ 159 7% $ 2,345 $ 3,212 $ 4,236 $ 9,224 $ 16,126 $ 24,562 $ 27,203 $ 23,148 Public Relations - Advt Equiv $ 701,200 44% $ 1,584,522 $ 1,047,244 $ 1,128,533 $ 960,533 $ 2,166,423 $ 1,016,469 $ 611,839 $ 660,288 Advertising $ 15,894 24% $ 65,787 $ 41,794 $ 68,311 $ 70,690 $ 78,245 $ 47,504 $ 40,978 $ 50,302 In-Kind $ 274,216 50% $ 544,901 $ 611,395 $ 601,311 $ 608,563 $ 621,353 $ 509,348 $ 492,945 $ 300,429 WVVA/Regional $ 162,675 68% $ 240,000 $ 185,570 $ 202,440 $ 177,891 $ 211,662 $ 172,646 $ 242,400 $ 237,245 Consumer Engagement 29,634,585 49% 60,098,680 41,476,228 39,106,833 43,778,277 48,925,791 25,629,680 n/a n/a Examples include: Visitor Information Network 70,920 43% 164, , , , , ,345 Conv Services - Visitors Reached 8,286 19% 42,990 36,117 41,641 47,477 54,385 72,732 Visitor Inquiries 10,323 19% 53,708 35,054 43,852 42,900 42,045 30,476 Media Impressions 24,190,200 48% 50,223,577 29,061,138 29,910,649 26,711,743 37,519,977 14,492,574 Advertising Impressions 360,000 25% 1,459,500 4,456,800 2,544,000 13,126,000 7,628,520 7,440,000 Online Visits 193,279 64% 301, , , , , ,940 Twitter Impressions 1,122,465 47% 2,384,408 2,241,868 2,475,218 1,228,472 1,706,940 1,941,184 Facebook Impressions 1,375,691 58% 2,360,463 2,027,053 2,073,308 1,980,049 1,549,150 1,202,325 * Business is also being booked for future years in the current year, however, this TOT value will be recognized in those respective years. TOT Influenced by TS: 1) Leisure trend is attributed to PR, social media efforts, and Travel Café and enhanced Visitor Information Network 2) Convention figure included the last year of OSAA basketball tournaments at Willamette University 3) Convention dip was due to a timing issue between fiscal years of when the JWC events were held

34 Travel Salem PUBLIC RELATIONS ADDENDUM National & Regional Media Second Quarter Secured 243 published references/articles with a reach of 17,647,000 and an advertising equivalency of $388,905. Media/Headline Value Reach Key Messages/Content Travelsquire.com Food, Wine & Gardens in Salem, Oregon Published: 10/2016 Pitched: 7/2016 Oregon Wine Press Around the World in 80 Harvests Published: 10/2016 Pitched: 8/2016 $19, ,000 The Oregon Garden, Silver Falls State Park, Cubanisimo Winery, Legacy Estate Vineyards, Bentley s Grill and the Capitol building were highlighted in an article by writer Linda Kissam. $3,344 30,000 Bethel Heights and Left Coast Cellars were featured in this guest article by freelance wine and travel blogger Amanda Barnes. Willamette Living Fine Dining: The Food & Drink Issue Published: 10/2016 Pitched: 7/ Campfires Camping Silver Falls State Park, Oregon Published: 10/2016 Pitched: 8/2016 $1,500 40,000 Willamette Living s annual Best Of Food & Drink in the Valley issue focused on Salem area restaurants Rafn s and Table FIVE 08. Others received Honorable Mention including Andaluz, Archive, Da Vinci s, Venti s and Word of Mouth. $11, ,000 A feature article about Silver Falls State Park and its many amenities was published on this popular camping/travel website and blog. 1 of 3

35 DuJour.com The Bucket List: Willamette Valley Published: 10/2016 Pitched: 6/2016 Mother Earth News Pringle Creek: A New and Improved Green Living Option $27, ,000 This national luxury lifestyle magazine included Willamette Valley Vineyards as a top spot to visit in an article about wine tasting and travel in the Willamette Valley. $100,000 7,400,000 Salem s Pringle Creek Community and its LEED-certified homes and community gardens were the focus of a feature article by freelance writer Kurt Jacobson. Published: 11/2016 Pitched: 7/2016 WhereTraveler.com The 2017 Solar Eclipse: Where to See it Best Published: 11/2016 Pitched: 10/2016 Cleveland Jewish News Willamette Valley offers world-class wine region Published: 11/2016 Pitched: 5/2016 NW Travel Magazine Oregon Farm Loops $3,820 52,000 Salem, Oregon and a photo of Willamette Valley Vineyards were included in this article about where and how to view the 2017 Solar Eclipse. $3,540 12,000 A feature article about the beauty and accessibility of the Willamette Valley wine region included Left Coast Cellars (plus great photos). $6, ,000 The Pacific Hazelnut Candy Factory and TravelSalem.com were referenced in this article about Oregon farm loops/agritourism destinations. Published: 12/2016 Pitched: 9/ of 3

36 Travel Oregon e-newsletter Roadtrip: Keizer Published: 12/2016 Pitched: 9/2016 Koin TV Ch. 6 3 Oregon spots make for unique eclipse viewing Published: 12/2016 Pitched: 11/2016 $8, ,000 The Keizer area was featured as a road trip destination and mentioned Gustav s Bargarten, the Kroc Center, Keizer Rapids Park, Vagabond Brewing and the Keizer Heritage Museum as great spots to visit. $15,000 70,000 The special Salem Keizer Volcanoes baseball game that will occur during the Eclipse was highlighted in this broadcast news story about unique places to view the 2017 Eclipse. 3 of 3

37 Travel Salem CONVENTIONS, EVENTS, SPORTS DASHBOARD Second Quarter REAL-TIME CONVENTIONS/EVENTS SECOND QUARTER Qtr Organization Community Econ Impact Booked Attendees Booked Rm Nts Lodging Revenue TOT Revenue 2 Wa. State Football $ 36, $ 5,668 $ Or. Raquetball Assoc. $ 49, $ 8,501 $ S. Salem Water Polo $ 13, $ 5,668 $ Gobbler Gauntlet $ 38, $ 4,723 $ Capital City Classic BB $ 1,459,500 20,000 1,050 $ 99,183 $ 8,926 TOTAL $ 1,598,386 20,923 1,310 $ 123,743 $ 11,137 Total Value $ 1,598,386 Direct Costs for 2nd Qtr $ 45,257 EEI ROI $ $ 0.25 TOT ROI YEAR-TO-DATE Organization Community Econ Impact Booked Attendees Booked Rm Nts Lodging Revenue TOT Revenue 16 Real-Time Conventions/Events/Sports $ 6,574,266 33,513 5,040 $ 476,078 $ 42,847 Total Value $ 6,574,266 Direct Costs for YTD $ 96,180 EEI ROI $ $ 0.45 TOT ROI

38 16-17 POTENTIAL FUTURE BUSINESS - LEADS & BOOKINGS SECOND QUARTER Convention Year # of Leads LEADS Est. Community Econ Impact Est. Attendees Est. Room Nights # of Bookings Est. Booked Community Econ Impact Est. Booked Attendees BOOKINGS Est. Booked Rm Nts Est. Lodging Revenue Est. TOT Revenue Lead Conversion Rate FY $ 2,093,980 23,950 2,620 8 $ 2,140,240 24,570 2,760 $ 260,710 $ 23, % FY FY FY $ 496, FY TOTAL 7 $ 2,590,780 24,550 3,050 8 $ 2,140,240 24,570 2,760 $ 260,710 $ 23, % YEAR-TO-DATE Convention Year # of Leads LEADS Est. Community Econ Impact Est. Attendees Est. Room Nights # of Bookings Est. Booked Community Econ Impact Est. Booked Attendees BOOKINGS Est. Booked Rm Nts Est. Lodging Revenue Est. TOT Revenue Lead Conversion Rate FY $ 2,375,380 26,340 3, $ 2,387,440 27,340 3,250 $ 290,193 $ 26, % FY $ 499,200 1, $ 996,000 1,800 1,300 $ 116,077 $ 10, % FY FY $ 496, FY TOTAL 14 $ 3,371,380 28,140 3, $ 3,383,440 29,140 4,550 $ 406,270 $ 36, %