2018 Annual Report

20 1 8 ANNUA L R E P OR T Marin Convention & Visitors Bureau

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

Marin Convention & Visitors Bureau - Program of Work 2018

Table of Contents

Introductory Letter to Gabriella Calicchio Page 3 Marin Convention & Visitors Bureau Positioning Statement Page 4 Overview Pages 4-11 * Branding Marin County * Travel Summary * 2018 Year to Date Highlights * 2019 Year Objectives * MCVB Sustainability Policy Financials Pages 12-20 * Financial Summary * Balance Sheet January through December 2018 * Profit & Loss Sheet January through December 2018 * Income/Expense Summaries * BID Collection Graph & Statistical Reporting * Statistics and Trends of Hotel Business by CBRE HOTELS * 2018 Market Mix Trends - PKF

Statistical Summaries Pages 21-24 * VisitMarin.org Google Analytics * Analytics of Web Users * Social Media Demographics Board of Directors Summary and Staff

Page 25 Page 26

Marin Convention & Visitors Bureau - Program of Work 2018

January 15, 2019 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 2018 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 2019.

Overall travel spending by visitors to Marin increased by three percent from the previous year. Marin County continues to have three of the top 100 most visited National Parks in United States. Visitor interest in unique and non-traditional outdoor experiences continue to attract a younger clientèle, seeking a centralized location with easy access to both San Francisco and the wine country. With the Moscone Center coming back online in 2019 the business and group travel market to Marin County is expected to grown between three to five percent over the previous two years. In addition the MCVB has been working with the Marin Economic Forum to establish baseline visitor statistics specific to activities within Marin County only.

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

MAKE FRIENDS WITH OLD TREES • visitMarin.org

Marin Convention & Visitors Bureau - Program of Work 2018

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.

CONVENTION & VISITORS BUREAU visitMarin.org

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.

Page 4

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 2018

DESCRIPTIVE BRANDING STATEMENT “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.

As in, one famous bridge away from San Francisco. And right next door to the vineyards of Napa and Sonoma. Closer than 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.

Samples of Brand Tag Lines: • • • •

Take A Road Less Traveled Make Marin Your Entertainment Center There’s no place like Roam Sometimes nothing is the right thing to do

Just north of San Francisco, discover something WILD...

WHERE YOUR VACATION PLANS SHOULD BEGIN...

VISITMARIN.ORG

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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.

Marin Convention & Visitors Bureau - Program of Work 2018

2018 ~ Marin County Travel Summary

I

n 2018, Marin County continued to average between 12 to 14 million annual visits, the majority being day trips to the area. The four inbound counties for visitors to Marin are Sonoma, Solano, Contra Costa, and Napa. 85 percent of all visitors to Marin County are within a 200 mile driving radius. In 2017 (revised), total traveler spending within Marin County exceeded $743 million. $575 million was spent on hotel/motel/B&B etc lodging. 2017 local tax receipts generated by traveler spending in Marin County exceeded $31 million. For 2019, total visitation to CA is forecasted to grow between two to four percent. Total international visits to CA are expected to increase just above 2.9 percent over the next three years. Total direct travel spending in CA was $132.4 billion in 2017. Direct travel generated employment as $1.4 million in 2017, and travel-generated state and local tax revenue was almost $11 billion in 2017/2018, a 2.8 percent increase over the previous year.

A meeting in Marin County is different than any other place.

Marin Convention & Visitors Bureau visitMarin.org 415•925•2060

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Marin Convention & Visitors Bureau - Program of Work 2018

2018 ~ Year-To-Date Highlights 2018 First Quarter Ending March 31st • MCVB office was closed this quarter for remodel upgrades • Go West Summit Tradeshow, Salt Lake City, Utah • Hosted MPI Northern California Board of Directors Retreat, Point Reyes • Participated in the MPINCC ACE, San Francisco • Hosted United Kingdom and Ireland travel writers, Visit California • Hired new sales executive to join MCVB team • Attended MPI Cascadia in Reno, Nevada • Participated at CALSAE Elevate Conference, Monterey • Collaborated with San Rafael city planners on how to streamline film permit requests

•

2018 Second Quarter ending June 30th

• Attended and Exhibited at the Film in California Conference in Hollywood, CA • Participated in the formation of the Marin Arts and Culture Master Plan task force • Participated in Concierge NCCA tradeshow, San Francisco • Hosted Bio Marin meeting planners for FAM and culinary tour of West Marin • FAM for Social Media Influencers • Sponsored MPISSN tradeshow, Sacramento • USTA IPW tradeshow in Denver, Colorado • Bay Area meeting planner client event, Marin Mountain Play • Collaborated with College of Marin and MEF for new hospitality career path education program • Destination California Tradeshow, San Diego • Attended SGMP NEC Conference, Norfolk, Virginia

Page 7

Marin Convention & Visitors Bureau - Program of Work 2018

2018 ~ Year-To-Date Highlights 2018 Third Quarter Ending September 30th • Implemented conversion from ARes to Jack Rabbit Hotel Reservation System • Updated the Marin Visitor Guide for 2018 • Attended AFCI Cineposium in Los Angeles, CA • Began installation of a new software management system for visitMarin.org • Partnered with the California Film Commission to produce a “California Locations” video • Sponsored MPISSN Sip & Swirl event, Sacramento • Attended Cvent Connect Conference, Las Vegas, Nevada • Attended All Things Meetings tradeshow, Silicon Valley • Hosted Sacramento meeting planners client event • Assisted with social media efforts for the Marin County Fair • MCVB became the new editor of MPINCC Perspective Magazine • Participated at Connect Marketplace, Salt Lake City, Utah • Joined SF Travel, Texas Sales Mission for meeting planners • Attended IMEX America, Las Vegas, Nevada • Attended the STR Hotel Data Conference, Nashville, Tennessee

2018 Fourth Quarter Ending December 31st • Hosted CANVAS Concierge FAM tour of Marin County • Joined SF Travel, New York Sales Mission for travel trade, meeting planners and tour operators • Attended the HPN Conference and appointment show for meeting planners, Miami, Florida • Partnered with Long Beach CVB to host meeting planners at BAMIES, meeting professionals’ awards event • Attended All Things Meetings tradeshow, Oakland • Participated in CalSAE Seasonal Spectacular tradeshow, Sacramento • As a Festival Circle Sponsor for the Mill Valley Film Festival, visitMarin/filmMarin sponsored a film for attending board members and guests • Began preliminary discussions on a Marin corporate video • Continued development of Marin locations on the Locationshub.com web page • Worked with Marin Economic Forum to compile a Marin County statistical research study Page 8

Marin Convention & Visitors Bureau - Program of Work 2018

2019 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 responsibly • Geo-target travelers in specific demographic groups to increase off season occupancy • Direct all inquiries via visitmarin.org when possible • Expand interactive promotions/videos on Marin County to include business and group travel • Participate in local and domestic trade shows to increase group business and leisure travel

2. Objective ~ Create a micro-site within visitmarin.org directed at the meeting professional market Strategy: • Establish a landing page with a “meetings based” venue within the current website • Produce a series of video segments on locations, destinations, and other meeting professional information on Marin venues • Use Google Analytics and other tracking programs to determine views, placement, and frequency of video promotions • Expand and enhance CVENT (Industry Trade Association) presence and increase group travel in Marin County by seven percent

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Marin Convention & Visitors Bureau - Program of Work 2018

Objectives, Strategies and Implementations (Continued)

3. Objective ~ Work with analytic partners to enhance Marin-Only visitor information collection Strategy:

• Establish a benchmark data entry point by working with the Marin Economic Forum to document and summarize traveler information and travel patterns • Enhance the collection points and processes involved in accurate data of current and future traveler information • Utilize all Marin industry related resources to monitor and gather travel patterns • Leverage all social media channels to push out any survey information/promotional opportunities to gather more specific traveler information • Discuss the opportunities of creating a future county-wide travel master plan

4. Objective ~ Create and Implement Tour Packages for Marin Tourism Marketing Use Strategy: • Update and enhance all current travel itineraries • Expand and establish new programs for millennials, foodies, and adventure opportunists • Use video programs to promote tour packages, geo-target marketing • Upgrade social media partnerships with BID hotels and increase the marketing collateral inventories • Re-launch new version of MCVB newsletter

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Marin Convention & Visitors Bureau - Program of Work 2018

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Marin Convention & Visitors Bureau - Program of Work 2018

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 2018.

Page 12

Marin Convention & Visitors Bureau - Program of Work 2018

Marin Convention & Visitors Bureau

11:07 AM 01/11/19 Accrual Basis

Balance Sheet Prev Year Comparison As of December 31, 2018 Dec 31, 18

ASSETS Current Assets Checking/Savings 1000 · Bank 1002 · Membership Money Market Acct.

1004 · Operations Reserve Acct 1005 · Petty Cash 1007 · Cash Drawer Visitors Center 1008 · Operation BID Checking 1009 · Bank of Marin Sweep ICS

Dec 31, 17

118,646.83 500,036.64 200.00 100.00 3,608.20 783,387.76

$ Change

105,812.77 500,025.83 200.00 100.00 175,940.12 607,714.94

12,834.06 10.81 0.00 0.00 -172,331.92 175,672.82

Total 1000 · Bank

1,405,979.43

1,389,793.66

16,185.77

Total Checking/Savings

1,405,979.43

1,389,793.66

16,185.77

Accounts Receivable 1110 · Accounts receivable

605,861.29

623,876.63

-18,015.34

Total Accounts Receivable

605,861.29

623,876.63

-18,015.34

1,656.86 3,400.00 1,500.00 94,800.89

2,821.03 3,400.00 1,500.00 8,355.08

-1,164.17 0.00 0.00 86,445.81

Other Current Assets 1150 · Inventory West Marin 1200 · Office Security Deposit 1220 · Security Deposit - Visitors Ctr 1300 · Tenant Improvements Total Other Current Assets Total Current Assets Fixed Assets 1051 · Computer Systems 1052 · Accum Deprec. - Computers 1051 · Computer Systems - Other Total 1051 · Computer Systems 1055 · Furniture & Fixtures 1056 · Accum Depreciation - F & F 1055 · Furniture & Fixtures - Other Total 1055 · Furniture & Fixtures 1058 · Company Sign 1059 · Accum Deprec. - Co. Sign 1058 · Company Sign - Other

101,357.75

16,076.11

85,281.64

2,113,198.47

2,029,746.40

83,452.07

-32,163.44 43,032.18 10,868.74 -26,457.78 44,241.61

-9,332.03 9,332.03

1064 · Equipment 1065 · Accum Deprec. - Equipment 1066 · Telephone Equipment 1067 · Camera 1068 · Monitors Total 1064 · Equipment Total Fixed Assets TOTAL ASSETS

10,653.98

-9,332.03 9,332.03

-3,200.00 3,200.00

15,877.15 0.00 0.00

0.00 -3,200.00 3,200.00

0.00 -6,395.82 5,173.96 1,574.99 2,702.12

214.76 -5,583.20 21,460.35

1,906.68

0.00

Total 1060 · Sign for West Marin Center

-2,602.00 2,816.76

-20,874.58 22,781.26

17,783.83

Total 1058 · Company Sign 1060 · Sign for West Marin Center 1061 · Accum Deprec. for WM Sign 1060 · Sign for West Marin Center - Other

-29,561.44 40,215.42

0.00 0.00 0.00

0.00 -6,009.80 5,173.96 1,574.99 0.00

0.00 -386.02 0.00 0.00 2,702.12

3,055.25

739.15

2,316.10

31,707.82

13,299.81

18,408.01

2,144,906.29

2,043,046.21

101,860.08

Page 13 Page 1

Marin Convention & Visitors Bureau - Program of Work 2018

Continued from previous page

Marin Convention & Visitors Bureau

11:07 AM 01/11/19 Accrual Basis

Balance Sheet Prev Year Comparison As of December 31, 2018 Dec 31, 18

ASSETS Current Assets Checking/Savings 1000 · Bank 1002 · Membership Money Market Acct.

1004 · Operations Reserve Acct 1005 · Petty Cash 1007 · Cash Drawer Visitors Center 1008 · Operation BID Checking 1009 · Bank of Marin Sweep ICS

118,646.83 500,036.64 200.00 100.00 3,608.20 783,387.76

$ Change

105,812.77 500,025.83 200.00 100.00 175,940.12 607,714.94

12,834.06 10.81 0.00 0.00 -172,331.92 175,672.82

Total 1000 · Bank

1,405,979.43

1,389,793.66

16,185.77

Total Checking/Savings

1,405,979.43

1,389,793.66

16,185.77

Accounts Receivable 1110 · Accounts receivable

605,861.29

623,876.63

-18,015.34

Total Accounts Receivable

605,861.29

623,876.63

-18,015.34

1,656.86 3,400.00 1,500.00 94,800.89

2,821.03 3,400.00 1,500.00 8,355.08

-1,164.17 0.00 0.00 86,445.81

101,357.75

16,076.11

85,281.64

2,113,198.47

2,029,746.40

83,452.07

Other Current Assets 1150 · Inventory West Marin 1200 · Office Security Deposit 1220 · Security Deposit - Visitors Ctr 1300 · Tenant Improvements Total Other Current Assets Total Current Assets Fixed Assets 1051 · Computer Systems 1052 · Accum Deprec. - Computers 1051 · Computer Systems - Other Total 1051 · Computer Systems 1055 · Furniture & Fixtures 1056 · Accum Depreciation - F & F 1055 · Furniture & Fixtures - Other Total 1055 · Furniture & Fixtures 1058 · Company Sign 1059 · Accum Deprec. - Co. Sign 1058 · Company Sign - Other

-32,163.44 43,032.18

1060 · Sign for West Marin Center 1061 · Accum Deprec. for WM Sign 1060 · Sign for West Marin Center - Other Total 1060 · Sign for West Marin Center

-29,561.44 40,215.42

10,868.74 -26,457.78 44,241.61

-2,602.00 2,816.76

10,653.98 -20,874.58 22,781.26

17,783.83 -9,332.03 9,332.03

-9,332.03 9,332.03

-3,200.00 3,200.00

15,877.15 0.00 0.00

0.00 -3,200.00 3,200.00

0.00

214.76 -5,583.20 21,460.35

1,906.68

0.00

Total 1058 · Company Sign

Page 14

Dec 31, 17

0.00 0.00 0.00

0.00

0.00

Marin Convention & Visitors Bureau - Program of Work 2018

Accrual Basis

Income

Ordinary Income/Expense 3500 · BID Revenue (Quarterly) 3600 · Gift Shop Income

Marin Convention & Visitors Bureau

Variance

December 2018

Dec 18 Budget

Actual Jan - Dec 18

Profit & Loss Budget Performance Actual Dec 18

2018 Budget

Variance

15,821.00

17,303.33

-100.55

-2,821.00

-287.42

108.00

121,561.13

107,466.77 13,000.00

40,000.00

658.17

500.00 7.45

1,601,509.00

658.17

1,545,080.00 -1,018.00

57,303.33

650.00

120,902.96

212.58 -9.00

1,723,070.13

650.00

-3,442.32

1,652,546.77 1,318.00

1,335.09

1,308.17

1,600,859.00

-28,854.18

-42.00 9.00

223,982.28

1,308.17

88,654.00

223,716.19

300.00

3,333.00

1,112.17

1,721,761.96

602,239.00

42.00

0.00

390,972.00

1,112.17

85,211.68

386,270.00

4,668.09

52.00

222,870.11

573,384.82

0.00

614,954.28

52.00

1,702.50

609,986.19

1,164.17

390,920.00

-21,491.21

3700 · Membership Income

1,164.17

9,286.00

Expense

Gross Profit

Total COGS

3900 · Cost of Good Sold

Cost of Goods Sold

Total Income

3800 · WMVB Monthly BID

3750 · Reservation Commissions

613,790.11

60,460.50

152.69

10,988.50

34,628.60

38,969.29

1,300.00

86,274.36

4000 · General & Administration

1,452.69

31,350.00

1,569,509.00

-57.31

4200 · Employee Expenses

4.65

117,624.36

1,604,137.60

800.00

-57.31

-603.69 23,285.58

742.69

800.00

-3,372.08

67,376.10 108.00

199,584.53

742.69

12,010.00

3,314.77

-3,372.08

66,900.00 142,965.50

13.29

8,637.92

12,010.00

810,416.00 112.65

247,954.50

13.29

8,637.92

20,140.00

-11,210.00

66,296.31 166,251.08

67.00

-3,428.78

-7,895.23

877,792.10

447,539.03

67.00

-3,428.78

109,729.13

292.56

80.29

12,000.00

3,442.07

42,777.08

80.29

12,000.00

203,026.60

5,575.00

8,571.22

-11,933.00

67,536.00

8,571.22

236,021.50

5,867.56

-8,490.93

89,589.13

439,048.10

110,313.08

4500 · Direct Promotions 4700 · Leases 4800 · Utilities Total Expense Net Ordinary Income Other Income/Expense 6000 · Other Income

Other Income Total Other Income 6500 · Other Expense

Other Expense Total Other Expense Net Other Income Net Income

Page 1 of 1

Page 15

Marin Convention & Visitors Bureau - Program of Work 2018

Marin Convention & Visitors Bureau Income & Expenses by Month 2018 1,800,000

Income

Expense

1,600,000 1,400,000 1,200,000 1,000,000 800,000 600,000 400,000 200,000 0

Jan

Feb

Mar

Apr

May

Jun

$

1,652,547

WMVB Monthly BID

57,303

Membership Income

13,000

Other Income

743

Reservation Commission Gift Shop Income Total Income

7 213

$ 1,723,813

$

85,212 573,385

Direct Promotions

877,792

Leases

66,296

Utilities

1,453

Cost of Goods Sold

1,308

Page 16

Oct

Nov

Dec

2018 Expenses

Employee Expenses

Other

By Expense MCVB Account Total Expense

Sep

95.9% 3.3% 0.8% 0.0% 0.0% 0.0% 100%

EXPENSES General & Administrative

Aug

2018 Income

INCOME Bid Revenue (Quarterly)

Jul

8,638

$ 1,614,084

5.3% 35.5% 54.4% 4.1% 0.1% 0.1% 0.5% 100%

TOTAL

Marin Convention & Visitors Bureau - Program of Work 2018

BID Collections via Two Percent Tourism Assessment 2018, 2017 and 2016 YTD Comparison

BID Collections 2018

First QTR 2018 $301,144.54

Second QTR $313,228.45

BID Collections 2017

First QTR 2017

Second QTR

BID Collections 2016

First QTR 2016

Second QTR

$228,936.17

$549,487.94

$387,500.22

$268,326.31

BID Collections for Marin County Room Revenue for MCVB Hotels

Page 17

2018 YTD

$1,640,152.66

2017 YTD

$1,505,544.98

2016 YTD

$1,801,332.33

Third QTR

$420,368.38

Fourth QTR

$605,411.29

Total for 2018 $1,640,152.66

Third QTR

Fourth QTR

Total for 2017

Third QTR

Fourth QTR

Total for 2016

$269,631.96

$620,622.18

$619,476.63

$362,895.90

$1,505,544.98

$1,801,332.33

Marin Convention & Visitors Bureau - Program of Work 2018

STATISTICS AND TRENDS OF HOTEL/MOTEL BUSINESS FOR NORTHERN CALIFORNIA

TEN MONTHS ENDING OCTOBER IN 2018 VS TWELVE MONTHS ENDING DECEMBER IN 2017 REV PAR

Revenue Per Available Room Content

Marin County

Overall Average for No CA*

2018

2017

$150.64

$149.61

$174.63

$166.13

Marin County RevPAR

VARIANCE 0.7% 5.1%

Overall Average for No CA

Occupancy Percent

90.0%

N

Marin County %

Overall % Average for No CA*

2018 81.1%

2017 82.4%

VARIANCE

81.8%

81.9%

-0.2%

-1.5%

67.5% 45.0% 22.5% 0.0% -22.5%

Marin County %

2018

2017 VARIANCE

Overall % Average for No CA*

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

Source: CBRE HOTELS

Page 18*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 2018

STATISTICS AND TRENDS OF HOTEL-MOTEL BUSINESS NORTHERN CALIFORNIA MONTHLY TRENDS TEN MONTHS ENDED OCTOBER REPORT OF ROOMS BUSINESS BY LOCATION AVERAGE DAILY ROOM RATE 2018 2017 VAR

OCCUPANCY PERCENT 2018 2017 VAR

REVENUE PER AVAILABLE ROOM 2018 2017 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

$299.19 $282.82 210.48 204.44 224.46 212.59 173.16 164.80 322.18 308.85 107.56 103.30 137.01 131.82 185.69 181.60 261.46 252.98 201.44 191.57 123.41 118.94

5.8% 3.0% 5.6% 5.1% 4.3% 4.1% 3.9% 2.3% 3.4% 5.2% 3.8%

86.6% 88.1% 82.4% 81.0% 78.4% 75.6% 80.2% 81.1% 78.6% 82.8% 72.1%

87.0% 87.4% 81.7% 81.4% 76.7% 76.3% 81.2% 82.4% 78.4% 79.6% 74.7%

-0.5% 0.8% 0.9% -0.4% 2.2% -1.0% -1.2% -1.5% 0.3% 4.0% -3.5%

$259.09 185.45 185.03 140.33 252.47 81.29 109.84 150.64 205.57 166.80 88.93

$246.18 178.73 173.63 134.12 236.75 78.86 106.97 149.61 198.34 152.50 88.84

5.2% 3.8% 6.6% 4.6% 6.6% 3.1% 2.7% 0.7% 3.6% 9.4% 0.1%

OVERALL AVERAGE

$213.52 $202.80

5.3%

81.8% 81.9%

-0.2%

$174.63

$166.13

5.1%

REPORT OF ROOMS BUSINESS BY AVERAGE DAILY RATE AVERAGE DAILY ROOM RATE 2018 2017 VAR

OCCUPANCY PERCENT 2018 2017 VAR

REVENUE PER AVAILABLE ROOM 2018 2017 VAR

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

$257.73 $245.21 144.03 138.42 98.55 94.72 62.73 60.45

5.1% 4.1% 4.0% 3.8%

83.8% 81.7% 77.4% 67.4%

83.7% 81.0% 78.7% 70.3%

0.1% 0.8% -1.6% -4.1%

$216.06 117.61 76.29 42.28

$205.34 112.14 74.55 42.49

5.2% 4.9% 2.3% -0.5%

OVERALL AVERAGE

$213.52 $202.80

5.3%

81.8% 81.9%

-0.2%

$174.63

$166.13

5.1%

REPORT OF ROOMS BUSINESS BY SIZE OF PROPERTY AVERAGE DAILY ROOM RATE 2018 2017 VAR

OCCUPANCY PERCENT 2018 2017 VAR

REVENUE PER AVAILABLE ROOM 2018 2017 VAR

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

$270.11 $257.73 250.59 238.45 220.46 208.45 152.64 144.64

4.8% 5.1% 5.8% 5.5%

85.6% 82.1% 81.7% 79.3%

86.2% 82.5% 80.8% 79.5%

-0.8% -0.4% 1.1% -0.3%

$231.14 205.72 180.13 120.99

$222.26 196.63 168.46 115.05

4.0% 4.6% 6.9% 5.2%

OVERALL AVERAGE

$213.52 $202.80

5.3%

81.8% 81.9%

-0.2%

$174.63

$166.13

5.1%

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 19 to CBRE Hotels.

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

Marin Convention & Visitors Bureau - Program of Work 2018

MARKET MIX – OCTOBER 2018 Northern California (overall) Group 23.9% Other 1.0%

Leisure 57.7%

Commercial 17.3%

Northern California (not including San Francisco) Group 9.0%

Other 2.0%

Commercial 1.0%

Leisure 88.0%

San Francisco Group 24.3% Leisure 57.0%

Other 1.0%

Commercial 17.8%

TRENDSÂŽ is compiled and produced by CBRE Hotels Advisory. Readers are advised that CBRE Hotels Advisory 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 Advisory.

Page 8

Page 20

Marin Convention & Visitors Bureau - Program of Work 2018

HOME

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Source: Google Analytics

Marin Convention & Visitors Bureau - Program of Work 2018

Jan 1, 2018 - Dec 31, 2018

Website Summary Monthly Metrics MoM Change YoY Change

▼

Data From Google Analytics

Users Users

Sessions Sessions

194,130 194,130 -6.3%

Pageviews Pageviews

231,141 231,141 -5.1%

-6.3%

415,383 415,383 -10.7%

-5.1%

-10.7%

Bounce Rate Bounce Rate

% New Sessions % New Sessions

72.6% 73% 2.1%

83.3% 83% -1.3%

2.1%

-1.3%

Website Visit Volume by Channel

Sessions

30K

20K

10K

0

January

February

March

Organic Search

April

May

Referral

Direct

June

Social

July

August

Display

September

Paid Search

October

Email

Website Engagement by Channel Default Channel Grouping Organic Search

13.6%

Referral Direct Social

15%

Display Paid Search

68.9%

Email (Other)

Organic Search

Sessions

%Δ

▼

Avg. Session Duration

%Δ

159,173

-4.8%

00:01:20

-8.8%

Referral

34,625

-23.0%

00:00:55

6.5%

Direct

31,441

15.5%

00:01:14

-14.7%

Social

3,444

47.6%

00:01:03

38.0%

Display

1,435

-6.3%

00:00:23

-36.0%

948

18,860.0%

00:00:39

-29.1%

231,141

-5.1%

00:01:15

-6.8%

Paid Search Grand total

Visitor Attributes: Day of Week , Devices & Return Rate

45K

46.9%

32,938

36,108 31,827

31,306

Sessions

30K

mobile tablet

45.6%

35,917

desktop

30,363

32,682

15K

16.7% New Visitor

0

Returning Visitor

Sunday

Tuesday Monday

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Thursday Wednesday

Saturday Friday

Source: Google Analytics

83.3%

Marin Convention & Visitors Bureau - Program of Work 2018

MARIN CVB WEBSITE USERS Age Sessions 18-24 25-34 35-44 45-54 55-64 65+

9.42% 23.07% 21.47% 17.90% 16.45% 11.70%

Gender Sessions female 59.69% male 40.31%

State Locations

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California DC New York Virginia Texas

76.30% 4.00% 2.73% 1.89% 1.86% Source: Google Analytics

Marin Convention & Visitors Bureau - Program of Work 2018

SOCIAL MEDIA DEMOGRAPHICS

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Marin Convention & Visitors Bureau - Program of Work 2018

2018 Executive Committee

Michelle Duffy

Best Western Novato Oaks/GM

Chair

Pat Sorber Vice-Chair Independent Hospitality Consultant Michael Bates Treasurer Ad.Infin.Item, Owner/CEO Gary Stymus Secretary Best Western Corte Madera/GM Robert Marshall Past Chair Consultant

2018 Board Members Bill Blackburn Blackburn Hospitality Consulting

May Mar Northgate Mall/General Manager

Beau Blanchard California Film Institute/Corp Dev Mgr

Shayla Moran Agricultural Institute of Marin/Marketing Dir

Frank Borodic Inn at Roundstone, Owner/Proprietor

Susan Cunningham Romantic Places/Proprietor Karl Dannecker Corporate Media Systems/Owner

Sam Pahlavan Courtyard by Marriott Larkspur/General Manager Marty Rubino Big Cat Advertising/Owner-Proprietor Gary Stymus Best Western Corte Madera Inn, General Manager

Jill Giacomini Basch The Fork at Point Reyes/Partner

Mark Vinsko Marin Suites Hotels/General Manager

Judy Gilmore Acqua Hotel Mill/Director of Sales

Joanne Webster San Rafael Chamber, CEO

Tim Howard Courtyard by Marriott/General Manager

Gabriella Calicchio Department of Cultural Services, Director * Ex-Officio Member

Marcus Lee An Affair to Remember/Owner-Proprietor

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Marin Convention & Visitors Bureau - Program of Work 2018

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 2018 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

Ali Nicole Noyer - Sales Executive

ali@visitMarin.org

Deborah Albre - Creative Services / Film Liaison

Jude Vasconcellos - Marin VCW Coordinator

deborah@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