Annual Report 2017

C O U N I N R T A Y M 2017 ANNUAL REPORT

Marin Convention & Visitors Bureau

1 Mitchell Blvd.,STE B San Rafael, CA 94903 visitMarin.org

Marin Convention & Visitors Bureau - Program of Work 2017

Table of Contents

Introductory Letter to Gabriella Calicchio Page 3 Marin Convention & Visitors Bureau Positioning Statement Page 4 Overview Pages 5-11 * Branding Marin County * Travel Summary * 2017 Year to Date Highlights * 2018 Year Objectives * MCVB Sustainability Policy Financials Pages 12-23 * Financial Summary * Balance Sheet January through December 2017 * Profit & Loss Sheet January through December 2017 * Income/Expense Summaries * Statistics and Trends of Hotel Business by CBRE HOTELS * BID Collection Graph & Statistical Reporting * 2017 Market Mix Trends - PKF

Statistical Information Pages 24-27 * Marin’s National Parks * Marin Film Permits * Website Visits * Instagram Growth on Social Media Board of Directors Page 28 Summary and Staff

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Marin Convention & Visitors Bureau - Program of Work 2017

January 15, 2018 Ms. Gabriella Calicchio, Director Department of Cultural and Visitor Services County of Marin 20 Avenue of the Flags San Rafael, CA 94903 Dear Gabriella, We are submitting the 2017 Marin Convention & Visitors Bureau Program of Work for your review. Included in this information are highlights year to date as well as goals and objectives for 2018.

The 2017 highlight was the year-long “Summer of Love� promotional program.

Various independent activities, attractions, and events were included in a marketing campaign designed to attract repeat visitors to Marin County. The local, regional, and state visitor spending patterns exceeded projections YTD 2017. Technology continues to expand, and targeted market millennials with other tech savvy travelers are interested in the unique experiences Marin has to offer. Travel trends for 2018 will remain strong with most industry-related associations projecting three to five percent revenue growth in terms of overall visitor spending within the Greater Bay Area.

The Marin Convention & Visitors Bureau appreciates your support as well as the Marin County Board of Supervisors and the staff at the Marin Civic Center. We enjoy working on collaborative projects and look forward to continuing this partnership as we move forward.

Yours truly,

Mark Essman Mark L. Essman President, CEO Marin Convention & Visitors Bureau

Marin Convention & Visitors Bureau - Program of Work 2017

OVERVIEW In May of 2004, the Marin Convention & Visitors Bureau (MCVB) was created out of a one percent self-assessment of lodging properties within the Marin County Business Improvement District (BID). The MCVB represents seven communities, plus a variety of lodging members from Coastal Marin/Point Reyes, totaling 36 lodging properties and 2,300 guest rooms.

MISSION STATEMENT To develop a sustainable visitor base to Marin County, enhance the local economies, and protect the natural resources through responsible promotion.

POSITIONING STATEMENT Marin County is ideally located in the North Bay Area directly between San Francisco and the world famous wine regions of Sonoma County and the Napa Valley.

Offering an affordable alternative to the city of San Francisco, yet only 30 minutes from the Wine Country, Marin County offers a central vantage point from which visitors can explore the entire San Francisco Bay Area as well as discover the natural beauty this diverse region provides.

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Marin County has over 70 miles of ocean coastline and 40 miles of bay shoreline.

Eighty percent of Marin County’s land is unincorporated, dedicated to park land, open space, and agricultural land. This open space provides visitors with outstanding recreational opportunities such as hiking, mountain and road biking, golfing, fishing, sailing, and even bird and whale watching.

An area as diverse as its natural landscape, Marin County offers the visitor world-class arts and cultural events, unique shopping and dining experiences, all in a centralized location in the greater bay area.

Marin Convention & Visitors Bureau - Program of Work 2017

DESCRIPTIVE BRANDING STATEMENT

Celebrate Your Summer of Love in Marin County 1967 - 2017

“Marin, just a little out there.”

DEFINITIVE BRANDING ANTHEM It’s different here. And not by accident.

Marin County is just a little out there.

Samples of Brand Tag Lines: • Everyone has a place that’s a natural fit.

Even nature.

As in, one famous bridge away from San

• You’ll love who you are when you’re here.

Francisco. And right next door to the

• A playground for your soul.

vineyards of Napa and Sonoma. Closer than

• Where nature goes to relax.

you could ever imagine to everything that’s unique in this clever corner of California.

There’s hang gliding and kayaking.

Fresh, sustainable agriculture. The pinnacle of luxury and the world’s finest wines. All here in this special place. The home of holistic artists and goat cheese artisans. The birthplace of mountain biking and Obi Wan Kenobi. The natural habitat of those grateful for nature and of the Grateful Dead.

CONVENTION & VISITORS BUREAU visitMarin.org

The Marin Convention & Visitors Bureau promotes the Marin brand in a variety of on-going marketing programs to promote the uniqueness, sustainability, natural beauty, and accessibility of Marin County to visitors and international guests. In addition the MCVB also works as a local resource for visitor information throughout the region.

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Marin Convention & Visitors Bureau - Program of Work 2017

2017 ~ Marin County Travel Summary The highlight of the 2017 travel season was the Summer of Love Event The Marin Convention and Visitors Bureau (MCVB) continues to diversify its message and delivery with the Millennial Traveler by the social media network. Travelers to Marin and travelers in general want access to instant visitor information, specials and promotions offered by the hospitality industry.

Marin County businesses took a responsive interest to provide “real world� information to capture a traveler that has nearly unlimited opportunities to choose a destination. Social media technology allows even smaller markets, such as Marin County, to compete on a more even playing field with much larger Destination Management Organizations.

The industry trend for year 2018 and beyond will be primarily video and digital based as opposed to static ads. The MCVB currently has a substantial image library. Plans for the coming year include increasing all video content, video production, and digital imaging to assist and educate travelers to Marin County.

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Marin Convention & Visitors Bureau - Program of Work 2017

2017 ~ Year-To-Date Highlights 2017 First Quarter Ending March 31st • MPI Sacramento Sierra Chapter Tradeshow in Sacramento, CA • Facilitated speakers and sponsored Marin Sonoma Agritourism Summit with UC Davis Marin County Extension • Launched “Instagram Stories” project • Attended DMA West Conference in Salt Lake City, UT • Participated in the MPINCC ACE Tradeshow in San Francisco, CA • ILEA Vendor Fair Tradeshow in San Francisco, CA • Go West Summit Tradeshow in Reno, NV • Attended SF Travel Marketing Conference • Updated existing airport banners with new images of Marin County • Hosted FLICS for film tour in San Rafael of Thirteen Reasons Why TV series • Worked with Studio Ten to begin a series set of new Marin promotion videos

2017 Second Quarter ending June 30th • Began ongoing Summer of Love promotional campaign for Marin County • Enhanced VisitMarin photo library via BarberStock software • Northern CA Concierge Association Tradeshow in San Francisco, CA • Attended SF Travel Social Media Briefing • Exhibited at Association of Film Commissioners International (AFCI) tradeshow in Burbank, CA • Participated in the start of the Marin Center evaluation task force • Attended CAL SAE Elevate Conference and Partnered with SF Travel in Newport Beach, CA • MPI WEC Conference in Las Vegas, NV • Destination California Tradeshow in Los Angeles, CA • Hosted via Visit California South Korean FAM Tour • Updated Marin Visitor Guide to continue Summer of Love campaign • Joined REEL-Scout/Locationshub.com to showcase Marin film locations online • USTA International Pow Wow Tradeshow in Washington, D.C. • Hosted local Marin meeting planners at the Mountain Play Page 7

Marin Convention & Visitors Bureau - Program of Work 2017

2017 ~ Year-To-Date Highlights 2017 Third Quarter Ending September 30th • Completed the new visitMarin.org website • Continued sponsorship of the Marin County Fair App • Created a six week “Summer of Love Flower Power” contest • Attended STR Conference in Nashville, TN • Attended AFCI Cineposium in Los Angeles, CA • Hosted Travel Writer Charu, Suri representing the New York Times

2017 Fourth Quarter Ending December 31st • Sponsored Mill Valley Film Festival’s Film Maker Party for festival VIPs and MCVB guests • Created new Marin County airport banners for SFO, San Jose, and Sacramento • Attended SF Travel Tourism and Economic Forum • Implemented new tracking software to track and measure ROI • Participated in regional CalSAE Seasonal Spectacular tradeshow in Sacramento, CA • Partnered with Long Beach CVB to host Meeting Planners at the BAMMIES Awards • Attended Muir Woods Reservation update meetings • Reel-Scout/Locationshub.com Marin location web page goes live on FilmMarin website • Worked in conjunction with Visit California on a greater bay area film production • Hosted and partnered with Visit California travel writer on Marin culinary tourism

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Marin Convention & Visitors Bureau - Program of Work 2017

2018 OBJECTIVES It is the mission of the Marin County Visitors Bureau to develop a sustainable visitor base to Marin County and enhance the local economies while protecting our natural resources through responsible promotion Objectives, Strategies and Implementations 1. Objective ~ Continue to increase lodging occupancy and visitor knowledge of Marin County

Strategy: • Continue to market Marin County in a responsible manner, emphasizing the unique characteristics • Respond to market conditions in real-world time, and share resources as applicable • Expand coordinated programs to promote Marin’s tourism through Family Travel / Travel Writers / Drive Markets / Social Media campaign for Millennials • Provide real time opportunities for visitors via the Marin app • Leverage video inventory by developing new interactive promotions on Marin County • Participate in local and domestic trade shows to increase group business and leisure travel

2. Objective ~ Integrate Content Management and Digital Tacking Platforms

Strategy: • Expand functionality of website to make it more user-friendly for visitors • Incorporate latest software on website to stay competitive with other DMO’s • Develop additional content to be published on Social Media Channels through new website tools • Launch tracking software to measure ROI of advertising efforts to better target audience • Provide advanced analytics to members and partners to show marketing achievements

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Marin Convention & Visitors Bureau - Program of Work 2017

Objectives, Strategies and Implementations (Continued) 3. Objective ~ Promote the Muir Woods Reservation System in partnership with the National Park Service and Marin Transit

Strategy:

• Highlight a dedicated web page for the new Muir Woods Reservation system on visitMarin.org • Continue on-going dialogue with National Park representatives to stay current in all phases of new reservation system • Maintain current collateral for visiting guests with reservation inquiries • Push out new reservation information on all Marin Social Media platforms • Promote new reservation system with Muir Woods collateral at all trade shows and to meeting planners • Incorporate all related Muir Woods events via Marin’s media programs throughout the year

4. Objective ~ Increase and facilitate the Arts and Film communities in Marin County

Strategy: • Work in collaboration with Art Works Downtown and the City of San Rafael to promote the community as a California Cultural District • Incorporate arts and cultural related themes into ongoing promotional and marketing programs • Develop programs with other Marin art community groups to cross-promote cultural activities throughout the county • Work closely with film partners to organize and host film related meetings and/or tours in Marin County • Increase Marin-based location listings via LocationsHub.com on new software program for filmMarin.org

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Marin Convention & Visitors Bureau - Program of Work 2017

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Marin Convention & Visitors Bureau - Program of Work 2017

Financial Summary

The operations of the Marin Convention & Visitors Bureau (MCVB) are based on a calendar year, January 1st to December 31st.

The County of Marin collects the self-assessments from the participating BID communities on behalf of the Marin Tourism BID. Once the monies are collected by the County they are then distributed quarterly to the MCVB. The timeline for collection, submission, and distribution of funds by the County may include a waiting period.

The yearly financial information contained within this report reflects income received from January 1st - December 31st 2017.

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Marin Convention & Visitors Bureau - Program of Work 2017

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Marin Convention & Visitors Bureau - Program of Work 2017

Continued from previous page

Marin Convention & Visitors Bureau

9:30 PM 01/16/18 Accrual Basis

Balance Sheet Prev Year Comparison As of December 31, 2017

Dec 31, 16

Dec 31, 17 LIABILITIES & EQUITY Liabilities Current Llabllitles Other Current Llabllltles 2100 • Payroll Liabilities 2103 • Vacation Payable 2100 • Payroll Llabllltles - Other

33,690.32 1,029.00

30,751.28 93.60

34,719.32

30,844.88

1.00

23.12

34,720.32

30,868.00

34,720.32

30,868.00

34,720.32

30,868.00

Equity 3010 · Unrestrlct (retained earnings) Net Income

1,747,228.50 262,247.39

1,130,998.62 616,229.88

Total Equity

2,009,475.89

1,747,228.50

2,044,196.21

1,778,096.50

Total2100 · Payroll Llabllltles 2118 · Sales Tax Due Total Other Current Llabllltles Total Current Liabilities Total Liabilities

TOTAL LIABILITIES & EQUITY

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Marin Convention & Visitors Bureau - Program of Work 2017

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Marin Convention & Visitors Bureau - Program of Work 2017

By MCVB Account

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Marin Convention & Visitors Bureau - Program of Work 2017

By MCVB Account

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Marin Convention & Visitors Bureau - Program of Work 2017

BID Collections via Two Percent Tourism Assessment 2017, 2016 and 2015 YTD Comparison

BID Collections 2017 BID Collections 2016 BID Collections 2015

First QTR 2017 $228,936.17

First QTR 2016

Second QTR $387,500.22

Second QTR

$549,487.94

$268,326.31

First QTR 2015

Second QTR

$307,966.29

$137,298.04

BID Collections for Marin County Room Revenue for MCVB Hotels

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2017 YTD

$1,505,544.98

2016 YTD

$1,801,332.33

2015 YTD

$1,238,885.25

Third QTR

$269,631.96

Fourth QTR

$619,476.63

Total for 2017 $1,505,544.98

Third QTR

Fourth QTR

Total for 2016

Third QTR

Fourth QTR

Total for 2015

$620,622.18

$587,117.43

$362,895.90

$206,503.49

$1,801,332.33

$1,238,885.25

Marin Convention & Visitors Bureau - Program of Work 2017

STATISTICS AND TRENDS OF HOTEL/MOTEL BUSINESS FOR NORTHERN CALIFORNIA

NINE MONTHS ENDING SEPTEMBER FOR 2017 TEN MONTHS ENDING NOVEMBER FOR 2016 REV PAR

Revenue Per Available Room Content Marin County

Overall Average for No CA*

2017 $149.63

2016 $152.11

VARIANCE

$164.74

$165.14

-0.2%

Marin County RevPAR

-1.6%

Overall Average for No CA

Occupancy Percent N Marin County %

Overall % Average for No CA*

2017

82.2%

2016

84.1%

VARIANCE

81.7%

81.6%

0.2%

-2.2%

Marin County %

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Overall % Average for No CA*

*Includes: All Marin Convention & Visitor Bureau BID Hotels excluding Sausalito and Tiburon.

Source: CBRE HOTELS

*Includes: San Francisco, SFO, San Jose/Peninsula, Oakland/East Bay, Monterey/Carmel, Central Valley, Sacramento, Marin County, Napa/Sonoma Counties, and other Northern California Areas.

Source: PKF Consulting

Marin Convention & Visitors Bureau - Program of Work 2017

STATISTICS AND TRENDS OF HOTEL-MOTEL BUSINESS NORTHERN CALIFORNIA MONTHLY TRENDS NINE MONTHS ENDED SEPTEMBER REPORT OF ROOMS BUSINESS BY LOCATION AVERAGE DAILY ROOM RATE 2017 2016 VAR

OCCUPANCY PERCENT 2017 2016 VAR

REVENUE PER AVAILABLE ROOM 2017 2016 VAR

SAN FRANCISCO SAN FRANCISCO AIRPORT SAN JOSE/PENINSULA OAKLAND/EAST BAY MONTEREY/CARMEL CENTRAL VALLEY SACRAMENTO MARIN COUNTY NAPA COUNTY SONOMA COUNTY OTHER NORTHERN CALIFORNIA

$272.96 $280.92 202.55 199.48 212.67 209.57 153.89 151.44 311.77 304.62 93.12 89.79 122.07 114.19 182.11 180.96 264.28 260.14 178.67 172.89 106.08 100.92

-2.8% 1.5% 1.5% 1.6% 2.3% 3.7% 6.9% 0.6% 1.6% 3.3% 5.1%

86.9% 87.8% 81.7% 81.4% 74.1% 75.6% 79.5% 82.2% 77.4% 80.4% 72.7%

88.7% 85.9% 81.2% 81.5% 75.4% 74.5% 75.3% 84.1% 76.4% 79.9% 71.2%

-2.0% 2.2% 0.6% -0.1% -1.7% 1.5% 5.6% -2.2% 1.3% 0.7% 2.1%

$237.26 177.85 173.70 125.20 231.16 70.36 97.09 149.63 204.45 143.70 77.11

$249.14 171.43 170.24 123.37 229.76 66.85 86.04 152.11 198.76 138.12 71.87

-4.8% 3.7% 2.0% 1.5% 0.6% 5.2% 12.8% -1.6% 2.9% 4.0% 7.3%

OVERALL AVERAGE

$201.55 $202.48

-0.5%

81.7% 81.6%

0.2%

$164.74

$165.14

-0.2%

REPORT OF ROOMS BUSINESS BY AVERAGE DAILY RATE AVERAGE DAILY ROOM RATE 2017 2016 VAR

OCCUPANCY PERCENT 2017 2016 VAR

REVENUE PER AVAILABLE ROOM 2017 2016 VAR

OVER $175.00 $125.00 TO $175.00 $75.00 TO $125.00 UNDER $75.00

$254.59 $256.81 149.56 145.16 97.04 92.64 59.95 56.83

-0.9% 3.0% 4.8% 5.5%

84.5% 80.7% 78.2% 70.5%

84.9% 79.9% 77.9% 67.3%

-0.6% 1.0% 0.5% 4.8%

$215.06 120.66 75.89 42.28

$218.15 116.00 72.12 38.25

-1.4% 4.0% 5.2% 10.5%

OVERALL AVERAGE

$201.55 $202.48

-0.5%

81.7% 81.6%

0.2%

$164.74

$165.14

-0.2%

REPORT OF ROOMS BUSINESS BY SIZE OF PROPERTY AVERAGE DAILY ROOM RATE 2017 2016 VAR

OCCUPANCY PERCENT 2017 2016 VAR

REVENUE PER AVAILABLE ROOM 2017 2016 VAR

OVER 400 ROOMS 250 TO 400 ROOMS 150 TO 250 ROOMS UNDER 150 ROOMS

$254.74 $259.48 239.61 242.71 205.75 203.09 134.54 131.31

-1.8% -1.3% 1.3% 2.5%

85.8% 83.7% 80.9% 78.2%

86.0% 84.7% 80.6% 77.1%

-0.3% -1.1% 0.3% 1.4%

$218.50 200.59 166.40 105.22

$223.24 205.50 163.71 101.24

-2.1% -2.4% 1.6% 3.9%

OVERALL AVERAGE

$201.55 $202.48

-0.5%

81.7% 81.6%

0.2%

$164.74

$165.14

-0.2%

TRENDS® SOURCE: CBRE HOTELS is compiled and produced by CBRE Hotels. Readers are advised that CBRE Hotels does not represent the data contained herein to be definitive. Neither should the contents of this publication be construed as a recommendation of policies or actions. Quotation and reproduction of this material are permitted with credit Page 20 to CBRE Hotels.

TRENDS® is compiled and produced by CBRE Hotels, Consulting. Readers are advised that CBRE Hotels, Consulting does not

Marin Convention & Visitors Bureau - Program of Work 2017

MARKET MIX – SEPTEMBER 2017 Northern California (Not Including San Francisco) Leisure 37.3%

Group 24.6%

Commercial 30.6%

Other 7.5%

Northern California (Overall)

Leisure 45.1%

Group 20.3%

Other 3.7%

Commercial 30.9%

San Francisco Group 17.1% Leisure 50.9%

Other 0.9%

Commercial 31.1%

TRENDSÂŽ is compiled and produced by CBRE Hotels, Consulting. Readers are advised that CBRE Hotels, Consulting does not represent the data contained herein to be definitive. Neither should the contents of this publication be construed as a recommendation of policies or actions. Quotation and reproduction of this material are permitted with credit to CBRE Hotels.

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Marin Convention & Visitors Bureau - Program of Work 2017

MARIN’S NATIONAL PARKS: YTD OCTOBER 2017

GGNRA Backcountry Camping and Campgrounds

Point Reyes National Seashore

3,668

2,160,294

4,904,683

5,606

2,464,230

43,412

4,709,769

6,449

2,526,894

58,900

Primary Destinations

Muir Woods

GGNRA - Marin

YTD 2017

988,461

3,668,723

2016

1,123,121

2015

1,099,923

Muir Woods GGNRA Backcountry Camping and Campgrounds Pt Reyes Backcountry Camping and Campgrounds

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Pt Reyes Backcountry Camping and Campgrounds

39,995

GGNRA - Marin Point Reyes National Seashore

Marin Convention & Visitors Bureau - Program of Work 2017

FILMMARIN.ORG -FILM PERMITS ISSUED IN MARIN

Year

State Parks

National Parks

Marin Cities

County of Marin

2016

42

80

45

60

2015

54

92

42

67

2014

50

114

61

35

State Parks

National Parks

Marin Cities

County of Marin

Source: California Film Commission, National Park Service, County of Marin, and City Managers

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Marin Convention & Visitors Bureau - Program of Work 2017

WEBSITE VISITS TO VISITMARIN BY PAGE VIEWS

January February March April

2017 13,811

34,325

May June

July August September October November December

43,082 43,291 46,412 59,082 44,027 37,090

2017 Source: Google Analytics by Marin Convention and Visitors Bureau

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Source: Google Analytics

33,359

32,630

32,630

32,630

Marin Convention & Visitors Bureau - Program of Work 2017

VISITMARIN.ORG INSTAGRAM “LIKES”

January February March April

May

June

July

August Sept October November December

2017 12,379

13,334

14,189 15,159 16,034 16,816 17,719 18,538 18,939 18,956

18,965

N/A

2016

5,698

5,971

10,660

11,560

5,376

1st Quarter #s

6,407

6,854

7,470

7,887

2nd Quarter #s

8,312

3rd Quarter #s

Source: Stats received by the Marin Convention & Visitors Bureau

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Source: Google Analytics

9,179

9,901

4th Quarter #s

Marin Convention & Visitors Bureau - Program of Work 2017

2017 Executive Committee

Robert Marshall

Inn Marin, Owner/Proprietor

Chair

Michelle Duffy Vice-Chair Best Western PLUS Novato Oaks Inn, General Manager

Michael Bates Treasurer Ad.Infin.Item, Owner/CEO Pat Sorber Secretary Four Points by Sheraton, General Manager Mark Vinsko Past Chair Marin Suites Hotels, General Manager

2017 Board Members Bill Blackburn Blackburn Hospitality Consulting

David Hughes Marin Airporter, Owner/Proprietor

Frank Borodic Inn at Roundstone, Owner/Proprietor

Susan Cunningham Romantic Places, Proprietor

Marcus Lee An Affair to Remember, Owner/Proprietor

Karl Dannecker Corporate Media Systems, Owner Jill Giacomini Basch The Fork at Point Reyes, Partner Dena Grunt Nick’s Cove, General Manager Peter Hart Embassy Suites by Hilton, General Manager Tim Howard Courtyard by Marriott, General Manager Page 26

Brigitte Moran Agricultural Institute of Marin, CEO Sam Pahlavan Courtyard by Marriott Larkspur, General Manager Marty Rubino Big Cat Advertising, Owner/Proprietor Gary Stymus Best Western Corte Madera Inn, General Manager Joanne Webster San Rafael Chamber, CEO Gabriella Calicchio Department of Cultural Services, Director * Ex-Officio Member

Marin Convention & Visitors Bureau - Program of Work 2017

SUMMARY

The MCVB will continue to promote and market Marin County with special emphasis on interactive and social media applications to attract a new clientele of visitor to Marin County in the future.

Should you have any questions regarding the Marin Convention & Visitors Bureau 2017 Program of Work, please feel free to contact any of the following MCVB Personnel via e-mail or phone: Mark L. Essman - President/CEO

mark@visitMarin.org

Gina Marr-Hiemstra - Vice President

gina@visitMarin.org

Christine Bohlke - Sales & Marketing Director

christine@visitMarin.org

Deborah Albre - Creative Services / Film Liaison

deborah@visitMarin.org

Anuschka Schneider - Marketing Specialist

Jude Vasconcellos - Marin VCW Coordinator

anuschka@visitMarin.org

Tara Sorber - Office Assistant

tara@visitMarin.org

Phone: 415-925-2060

info@visitMarin.org

Fax: 415-925-2063

Thank you for your continued support!

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visitorcenter@visitMarin.org