Annual Report 2019 by Marin Visitors

2019 A NNUAL REPORT

Marin Convention and Visitors Bureau

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

Marin Convention and Visitors Bureau - Program of Work 2019

Table of Contents Introductory Letter to Gabriella Calicchio Page 3 Marin Convention & Visitors Bureau Overview and Positioning Statement Page 4 Branding Pages 5-16 * Descriptive Branding Statement * Marinâ&#x20AC;&#x2122;s Meetings Incentive Program * 2019 Year-To-Date Highlights * 2020 Year Objectives * MCVB Sustainability Policy Financials Pages 17-20 * Financial Summary * Income & Expenses by Month * BID Collection Graph & Hotel Performance Numbers * Statistics and Trends of Hotel Business by CBRE HOTELS

Web Analytics Pages 21-24 * Website Summary Performance * Social Media Demographics Board of Directors Page 25 Summary and Staff

Page 26

Marin Convention and Visitors Bureau - Program of Work 2019

January 15, 2020 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 2019 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 2020. Visitor travel to Marin County in 2019 remains strong, making Marin a popular destination in the Greater Bay Area. Travel patterns show visitors taking more frequent, shorter trips to the area as opposed to a longer continuous stay. Natural attractions, unique destinations, food, agriculture, the option of visiting the diverse communities within Marin County, all contribute to a positive economic impact in terms of visitor spending. Careful planning and future management of the resources within Marin County are critical to continued success and sustainability. 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 our ongoing partnership with your organization. Yours truly,

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

Marin Convention and Visitors Bureau - Program of Work 2019

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 five communities, plus a variety of lodging members from Coastal Marin/Point Reyes, totaling 33 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 esponsible 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 of this diverse region.

Page 4

Marin County has over 70 miles of ocean coastline and 40 miles of bay shoreline. Eighty percent of Marin Countyâ&#x20AC;&#x2122;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 and Visitors Bureau - Program of Work 2019

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.

Page 5

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 New Brand Tag Lines: • • • • •

Retreat. Refresh. Repeat. Find your center in the middle of Marin Bring along your board Leave behind your bored Come see what all the buzz is about

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

Marin Convention and Visitors Bureau - Program of Work 2019 Marin Convention & Visitors Bureau Logos_PMS 7843

HEADLINES — NATURE / ZEN

Marin Logo_PMS.ai

Marin Logo_MCVB_PMS.ai

Less screen. More green. Bring home a tall tale from the land of tall trees. Come find your spirit animal. Or just your spirit of fun. Marin Logo_Tagline_PMS.ai

Marin Logo_URL_PMS.ai

A day at Mt. Tamalpais is harder to forget that it is to pronounce. Retreat. Refresh. Repeat. Find your center in the middle of Marin. Marin Logo_MCVB_Alt Centered_PMS.ai

Marin Logo_MCVB_Alt Stack_PMS.ai

Plenty of space for clearing your headspace. Get out of your headspace into open space. HEADLINES — GENERAL

Sometimes, a day off the beaten path is pretty impossible to beat.

19 0 2 W NE &L H Y B ING D N A R B

Come to a place that’s brimming with character. And just as many characters.

Beyond gorgeous. Beyond eclectic. And sometimes beyond WIFI.

Beyond picturesque. Beyond eccentric. And often beyond cell coverage.

Get away by foot, bike or horse. BANNERS

Check it out

Just a little out there.

Page 6

Check it out

Just a little out there.

Check it out

Just a little out there.

Check it out

Marin Convention and Visitors Bureau - Program of Work 2019 PRINT

Maybe your bucket list should include some actual buckets.

Emerald hills. The splash of a waterfall. A whiff of baby goat. You don’t have to travel far to experience a place that’s a world apart. In Marin, you can hike, taste, surf, shop, and explore a landscape brimming with character. And, more than our fair share of characters. Start your adventure at VisitMarin.org.

PT. REYES STATION Toby’s Barn/shopping Cowgirl Creamery Chiropractor Pt. REYES

NICASIO Nicasio Cheese Co. Rancho Nicasio

OLEMA Olema House Five Brooks Stable

NOVATO Tie Dye Studio

Roy’s Redwoods Samuel P Taylor

FAIRFAX Bike Museum CBD Carolyn Ferris art Street Scene SAN RAFAEL Shopping Sol Food

TAMALPAIS Tourist Club Steep Ravine Sun Trail

STINSON BEACH Surfing Cafe Art

BOLINAS

Slide Ranch, Muir Beach, CA

LARKSPUR Ferry Shazam Depot Old Mill/Creek Throckmorton Sweetwater MILL VALLEY Equator Redwoods Florist Metal arts Cascade Canyon

Slide Ranch Overlook

Aquia que eatem everspis volupicabor moloribusa consequ ibusae.

Green Gulch

MUIR BEACH Beach scene

Et volorep edissit fuga. Ignihicient. Ceatur sa expel ipsanti raepedit endae liqui dit quiditem ra qui doloria dolest alit eostibus et la enit

HEADLANDS

am il inuscia dellabore velestia sundi coriamus, ut dus.Expediorem.

Rodeo Beach

Et volor maxime plaut ut laborepudi bla dolupta volescia volut a sam nonseque nonsequatqui aut pro ilique di tem. Ficiet opti omniendis

Kirby Cove

ium sunt dolorum cumet doluptati si res aut maio et

Lighthouse

PRINT ADVERTISING SAMPLES

See sparkling wine created from honey, and workers who are perpetually buzzing.

PT. REYES

PT. REYES STATION Hedrun Meadery Toby’s Barn/shopping Cowgirl Creamery Chiropractor OLEMA Olema House

NICASIO Nicasio Cheese Co. Rancho Nicasio

Five Brooks Stable

NOVATO Tie Dye Studio

You don’t have to travel far to experience a place that’s a world apart. In Marin, you can hike, taste, surf, shop, and explore a landscape

Roy’s Redwoods Samuel P Taylor

Aquia que eatem everspis volupicabor moloribusa consequ ibusae. Et volorep edissit fuga. Ignihicient. Ceatur sa expel ipsanti raepedit

SAN ANSELMO Statues Shopping

endae liqui dit quiditem ra qui doloria dolest alit eostibus et la enit am il inuscia dellabore velestia sundi coriamus, ut dus.Expediorem. Et volor maxime plaut ut laborepudi bla dolupta volescia volut a sam

TAMALPAIS Tourist Club Steep Ravine Sun Trail

nonseque nonsequatqui aut pro ilique di tem. Ficiet opti omniendis ium sunt dolorum cumet doluptati si res aut maio et

BOLINAS

brimming with character. And, more than our fair share of characters.

FAIRFAX Bike Museum CBD Carolyn Ferris art Street Scene

Hedrun Meadery, Point Reyes Station, CA

Page 7

Emerald hills. The splash of a waterfall. A whiff of baby goat.

STINSON BEACH Surfing Cafe Art

Start your adventure at VisitMarin.org.

SAN RAFAEL Shopping Sol Food

LARKSPUR Ferry

MILL VALLEY

Slide Ranch Overlook

Green Gulch

MUIR BEACH Beach scene HEADLANDS Rodeo Beach Kirby Cove Lighthouse

YES

Marin Convention and Visitors Bureau - Program of Work 2019 PT. REYES STATION NICASIO

NOVATO

ITINERARY OLEMA

Southern Marin: Scenic to surreal FAIRFAX

Marin Country Mart, Larkspur

Golden Gate Ferry, Larkspur Aquia que eatem everspis volupicabor moloribusa consequ ibusae. Et volorep edissit fuga.

Aquia que eatem everspis volupicabor moloribusa consequ ibusae. Et volorep edissit fuga.

Ignihicient. Ceatur sa expel ipsanti raepedit endae liqui dit quiditem ra qui doloria dolest alit

SAN RAFAEL

eostibus et la enit am il inuscia dellabore velestia sundi coriamus, ut dus.Expediorem. Et volor maxime plaut ut laborepudi bla dolupta volescia volut a sam nonseque nonsequatqui aut

SAN ANSELMO TAMALPAIS LARKSPUR

Rancho Shazam, Larkspur

Cascade Canyon, Mill Valley

Aquia que eatem everspis volupicabor moloribusa consequ ibusae. Et volorep edissit fuga.

Ignihicient. Ceatur sa expel ipsanti raepedit endae liqui dit quiditem ra qui doloria dolest alit

eostibus et la enit am il inuscia dellabore velestia sundi coriamus, ut dus.Expediorem. Et vol-

MILL VALLEY

or maxime plaut ut laborepudi bla dolupta volescia volut a sam nonseque nonsequatqui aut

STINSON BEACH

BOLINAS

or maxime plaut ut laborepudi bla dolupta volescia volut a sam nonseque nonsequatqui aut

MUIR BEACH HEADLANDS The Depot, Mill Valley

Horse Hill, Mill Valley

Aquia que eatem everspis volupicabor moloribusa consequ ibusae. Et volorep edissit fuga.

Ignihicient. Ceatur sa expel ipsanti raepedit endae liqui dit quiditem ra qui doloria dolest alit

eostibus et la enit am il inuscia dellabore velestia sundi coriamus, ut dus.Expediorem. Et vol-

or maxime plaut ut laborepudi bla dolupta volescia volut a sam nonseque nonsequatqui aut

VIDEO — “OFF THE BEATEN PATH”

Sometimes, a day off the beaten path is pretty impossible to beat. Emerald Hills...

In Marin, you can hike...

....taste, surf, shop...

And, more than our fair share of characters.

Page 8

The splash of a waterfall...

A whiff of baby goat.

...and explore a landscape brimming with character.

Visit Marin.

Just a little out there.

Marin Convention and Visitors Bureau - Program of Work 2019

LOOKING AHEAD IN 2020 HOME PAGE

Eat

Sleep

Meet

More board. Less bored. PT. REYES STATION Toby’s Barn/shopping Cowgirl Creamery Chiropractor

Sometimes, a day off the beaten path is pretty impossible to beat.

Pt. REYES

NICASIO Nicasio Cheese Co. Rancho Nicasio

OLEMA Olema House Five Brooks Stable

NOVATO Tie Dye Studio

Roy’s Redwoods Samuel P Taylor

FAIRFAX Bike Museum CBD Carolyn Ferris art Street Scene SAN RAFAEL Shopping Sol Food

Ximus esciuntis nimusa non eos enihic te nos consed qui blam illicil ipientis velist, simus ist, oditas nis remquae ctatet explibus et quis modis voluptate exceperro officia as est dis sitati que dolori in ex earum, volum hil in reris expera sae et, voluptae laut que velloruntias corestium si unt laborerio vere vid mint eum reperum sita eaque

LARKSPUR Ferry Shazam

TAMALPAIS Tourist Club Steep Ravine Sun Trail

BOLINAS

STINSON BEACH Surfing Cafe Art

Depot Old Mill/Creek Throckmorton Sweetwater MILL VALLEY Equator Redwoods Florist Metal arts Cascade Canyon

Slide Ranch Overlook

Green Gulch

MUIR BEACH Beach scene HEADLANDS Rodeo Beach

Check it out

ITINERARY 1: Central Marin

Kirby Cove Lighthouse

ITINERARY 2: Southern Marin

Ximus esciuntis nimusa non eos enihic te nos consed qui blam illicil ipientis velist, simus ist, oditas nis remquae ctatet explibus et quis modis voluptate exceperro officia

ITINERARY 3: West Marin

Ximus esciuntis nimusa non eos enihic te nos consed qui blam illicil ipientis velist, simus ist, oditas nis remquae ctatet explibus et quis modis voluptate exceperro officia

Examples of Marin’s new website format for year 2020 SECONDARY PAGE

Eat

Sleep

Meet

ITINERARY 2: Southern Marin PT. REYES STATION Toby’s Barn/shopping Cowgirl Creamery Chiropractor

From scenic to surreal.

Pt. REYES

NICASIO Nicasio Cheese Co. Rancho Nicasio

OLEMA Olema House

Five Brooks Stable

NOVATO Tie Dye Studio

Roy’s Redwoods Samuel P Taylor

FAIRFAX Bike Museum CBD Carolyn Ferris art Street Scene

TAMALPAIS Tourist Club Steep Ravine Sun Trail

Come to a place that’s brimming with character. And just as many characters. Ximus esciuntis nimusa non eos enihic te nos consed qui blam illicil ipientis velist, simus ist, oditas nis remquae ctatet explibus et quis modis voluptate exceperro officia as est dis sitati que dolori in ex earum, volum hil in reris expera sae et, voluptae laut que velloruntias corestium si unt laborerio vere vid mint eum reperum sita eaque

SAN ANSELMO Statues Shopping

STINSON BEACH Surfing Cafe Art

BOLINAS

SAN RAFAEL Shopping Sol Food

LARKSPUR Ferry Shazam Depot Old Mill/Creek Throckmorton Sweetwater MILL VALLEY Equator Redwoods Florist Metal arts Cascade Canyon

Slide Ranch Overlook

Green Gulch

MUIR BEACH Beach scene

Check it out

HEADLANDS Rodeo Beach Kirby Cove Lighthouse

Page 9

The Depot, Mill Valley

Rancho Shazam, Larkspur

Cascade Canyon, Mill Valley

Aquia que eatem everspis volupicabor moloribusa consequ ibusae. Et volorep edissit fuga. Ignihicient. Ceatur sa expel ipsanti raepedit endae liqui dit quiditem ra qui doloria dolest

Check it out

Marin Convention and Visitors Bureau - Program of Work 2019

2019 ~ Marin County Travel Summary

n 2019, 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 2018 (revised), total traveler spending within Marin County exceeded $743 million. $575 million was spent on hotel/motel/B&B etc lodging. 2018 local tax receipts generated by traveler spending in Marin County exceeded $31 million. For 2020, 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 2018. Direct travel generated employment as $1.4 million in 2018, and travel-generated state and local tax revenue was almost $11 billion in 2018/2019, a 2.8 percent increase over the previous year.

Page 10

Marin Convention and Visitors Bureau - Program of Work 2019

Meet Marinâ&#x20AC;&#x2122;s Meetings Incentive Program The Marin CVB is pleased to announce a Marin Meetings Incentive Program. Please read below for details on our incentive program and how our hotels can increase group business. Meetings and conferences that meet the qualifications outlined below are eligible to receive a cash incentive to be used toward their meeting or conference held in a Marin County BID (Business Improvement District) hotel. Incentive eligibility is based upon the following guidelines: Must be a NEW meeting or conference taking place from now until December 2021. Eligibility is based upon proposals, originated by the Marin CVB and distributed to multiple hotel properties. All cash incentives are paid to the hotel master account within ten days of the group arrival to the hotel property. Incentive Program for Marin County, California Groups not eligible for the program include social (weddings, fraternal, social events), sporting events and group tours. Incentive dollars are for new business only (those organizations that have not met in Marin County) and does not apply to existing contracts.

Total Contracted Rooms Incentive Amount 251+ actualized rooms $1,250.00 126-250 actualized rooms $1,000.00 76-125 actualized rooms $750.00 50-75 actualized room $500.00

Page 11

Marin Convention and Visitors Bureau - Program of Work 2019

2019 ~ Year-To-Date Highlights 2019 First Quarter Ending March 31st • Santa Rosa Wedding Expo Local: January 19, 2019, Santa Rosa, CA • Smart Meetings Northern California Local: January 25, 2019, San Francisco, CA • LA Receptive Operator, Meeting Planner & Media Recept-SFTravel: January 28-30, Santa Monica, CA • IPEC: February 3-6, San Antonio, TX • SF Travel Lunar New Year Sales Mission: February 5-7, Boston, Mass • FilmMarin’s Location video goes live on CA Film Commission website • MPI NCC ACE Local: February 26, San Francisco, CA • Conference Direct APM Annual Partner: March 3-7, Atlanta, GA • MPI Cascadia: March 3-7, Tacoma, WA • Partnered with the Olema House to host hotel FAM to CA travel writers in Point Reyes • Re-launhed new version of MCVB Newsletter with MailChimp

2019 Second Quarter ending June 30th • SF Travel AZ Sales Trip: April 2-5, Scottsdale, AZ • Destination California Local planners attend: April 2-5, Los Angeles, CA • MPI SSN Trade Show & Education Regional: April 4, Sacramento, CA • All Things Meetings Local: April 8, San Francisco, CA • PYM MPI Local: April 18, San Francisco, CA • Connect California Local: April 22-24, Oakland, CA • Cal SAE Elevate Conference Regional/Local: April 29 – May 3, Palm Springs, CA • Hosted annual Tourism Day for San Rafael Leadership Institute group - May 16 • Marin Meeting Planners, Client Event, Local Planners - SF Giants Game: May 23, San Francisco, CA • Helms Briscoe Annual Conference May 29-31, Houston, TX • Partnered with Farmshop and Marin Country Mart to host press FAM to Bay Area Media • USTA International Pow Wow and Media Day: June 1-5, Anaheim, CA • Partnered with Nick’s Cove to co-host UK Travel Magazine publisher Shane Boocock • Launched stronger performing website with improved accessibility, navigation, and digital offering

Page 12

Marin Convention and Visitors Bureau - Program of Work 2019

2019 ~ Year-To-Date Highlights 2019 Third Quarter Ending September 30th • All Things Meetings Silicon Valley Local: July 2019, Santa Clara, CA • Hotel Data Conference: August 14-16, Nashville, TN • Designed new “Meetings in Marin” micro-website: including new images and video • Sponsor for Cal SAE Baseball night at Oracle Park with San Francisco Travel • Christine Bohlke, Sales and Marketing Director, awarded “Presidents Award” from Meeting Professionals International, Northern California Chapter • Sponsor at MPI NCC Gala • FAM tour with Brand USA Brazil, Brazil Travel Writers • Partnered with Visit California to co-host Brand USA Brazil Press FAM in Point Reyes • In partnership with Moon Travel Guidebooks, co-hosted with author Ian Anderson for Highway 1 Northern California Stay and Play

2019 Fourth Quarter Ending December 31st • HPN Annual Conference: October 3-6, Seattle, WA • Major movie Sponsor for the Mill Valley Film Festival: October 3-13 • Marin Culinary Tour Local Planners: November 14, West Marin • Co-sponsored Napa Valley Film Festival with Mare Island Film Studio: November 17, Napa, CA • Cal SAE Seasonal Spectacular Local/Regional: December 15-16, Sacramento, CA • FAM tour with Visit California Japan, Japan Travel Writers • Sponsor at PCMA Bamie Awards Gala • Hosted Point Reyes Day for San Rafael Leadership 2.0 business professionals - October 4 • Partnered with Visit California to co-host German travel writer in Olema and Point Reyes

Page 13

Marin Convention and Visitors Bureau - Program of Work 2019

2020 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 in Marin County Strategy: • Continue to market and promote Marin County in a responsible and sustainable manner • Respond to market conditions in real-world time, and share resources accordingly • Continue to geo-target travelers by specific age groups and interests • Promote visitmarin.org as the primary informational and booking website for visitors and the communities • Work to increase the group travel market and business travel to Marin • Use resources to increase small, repeat, group business

2. Objective ~ Transition the rebranding campaign into ongoing digital marketing programs and projects for 2020 Strategy: • Leverage inventory of new materials to create themes, virtual itineraries, and support materials to highlight Marin County in various applications • Identify specific areas within California for a series of three-month marketing segments, prompting visitor overnight travel to Marin • Source more San Francisco and South Bay promotional and educational opportunities to focus on the millennial market • Continue to reinforce ongoing themes within the structure of promotional campaigns • Monitor available resources and partnership opportunities to niche markets in Marin County Page 14

Marin Convention and Visitors Bureau - Program of Work 2019

Objectives, Strategies and Implementations (Continued)

3. Objective ~ Update and further integrate website platform for the digitally influenced traveler, increasing destination options with enhanced itineraries Strategy: • Reformat secondary web pages within visitMarin.org to achieve continuity and make the visitor interaction more specific to certain travel interests. • Update and reconfigure the Calendar of Events page to reflect more activities in condensed, easy to locate format • Develop new videos with content including locations of Marin tourism activities and attractions • Host digital social media influencers in Marin, capturing their visit with videos and images, highlighting the newly enhanced Marin itineraries

4. Objective ~ Refine and increase tour packages for specific market segments including business, group, travel trade, possible film and commercial production groups, and meeting planners Strategy: • Expand current level of travel itineraries to include new options utilizing new branding materials • Use social media platforms to promote and capture tour opportunities as well as promote Marin as a destination • Develop tour packages for travel trade (tour operators and media) • Develop a social media marketing campaign with new and updated visitMarin collateral

Page 15

Marin Convention and Visitors Bureau - Program of Work 2019

Page 16

Marin Convention and Visitors Bureau - Program of Work 2019

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 2019.

What others call agritourism, we just call a lot of fun.

Page 17

Marin Convention and Visitors Bureau - Program of Work 2019

Marin Convention & Visitors Bureau Income

& Expenses by Month 2019

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

Mar

Feb

Bid Revenue (Quarterly)

WMVB Monthly BID

3.0%

2,436

$ 1,617,528

100%

Jul

Aug

Sep

Oct

Nov

Dec

2019 Income

•

201 9 Expenses

EXPENSES

84,295 589,522 1,227,021

Leases

63,262

Utilities

2,461 0 9,428

$ 1,975,989

* Approved additional prepaid expenditures from the 4th qtr 2019 for 2020

Page 18

95.8%

1,022

Reservation Commission

Cost of Goods Sold Other Expense Total Expense

Jun

15,788

Other Income

General & Administrative Employee Expenses Direct Promotions

1,549,557 48,725

Membership Income

Gift Shop Income Total Income

May

Apr

100%

TOTAL*

Marin Convention and Visitors Bureau - Program of Work 2019

BID Collections via Two Percent Tourism Assessment 2019, 2018 and 2017 YTD Comparison

BID Collections 2019

First QTR 2019

Second QTR

$281,244.92

$406,531.04

BID Collections 2018

First QTR 2018

Second QTR

BID Collections 2017

First QTR 2017

Second QTR

$301,144.54

$228,936.17

$313,228.45

$387,500.22

Third QTR

$587,476.90

Fourth QTR

$443,818.10

Total for 2019 $1,719,070.96

Third QTR

Fourth QTR

Total for 2018

Third QTR

Fourth QTR

Total for 2017

$420,368.38

$269,631.96

$605,411.29

$619,476.63

$1,640,152.66

$1,505,544.98

BID Collections for Marin County Room Revenue for MCVB Hotels 2019 YTD

$1,719,070.96

2018 YTD

$1,640,152.66

2017 YTD

$1,505,544.98

Marin County BID Hotel Performance for 2019

Occupancy

Average Daily Rate

Hotel Room Revenue

2019 78.3%

2019 $166.63

2019 97,014,217

2018 78.5%

2018 $163.17

2018 95,234,474

Up 2.1%

Up 1.9%

SOURCE: MCVB/COUNTY OF MARIN DATA

Flat

Page 19

-0.2%

*Data provided by STR

Marin Convention and Visitors Bureau - Program of Work 2019

STATISTICS AND TRENDS OF HOTEL-MOTEL BUSINESS NORTHERN CALIFORNIA MONTHLY TRENDS ELEVEN MONTHS ENDED NOVEMBER REPORT OF ROOMS BUSINESS BY LOCATION AVERAGE DAILY ROOM RATE 2019 2018 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

$315.34 $302.42 216.36 208.88 234.98 230.57 177.34 171.77 328.48 305.25 108.56 106.58 146.10 140.97 192.50 183.78 272.62 266.63 200.49 201.59 124.98 118.60

4.3% 3.6% 1.9% 3.2% 7.6% 1.9% 3.6% 4.7% 2.2% -0.5% 5.4%

OVERALL AVERAGE

$219.34 $212.01

3.5%

OCCUPANCY PERCENT 2019 2018 VAR 87.1% 86.4% 78.6% 78.9% 79.0% 74.7% 80.7% 77.8% 78.3% 78.3% 75.8%

REVENUE PER AVAILABLE ROOM 2019 2018 VAR

86.2% 87.4% 81.3% 80.5% 79.2% 74.8% 80.0% 80.3% 76.9% 81.3% 73.3%

1.0% -1.1% -3.4% -2.0% -0.2% -0.2% 0.8% -3.1% 1.8% -3.8% 3.3%

$274.52 186.91 184.65 139.93 259.57 81.08 117.86 149.72 213.48 156.94 94.70

$260.65 182.50 187.52 138.28 241.74 79.72 112.85 147.56 205.02 163.99 86.98

5.3% 2.4% -1.5% 1.2% 7.4% 1.7% 4.4% 1.5% 4.1% -4.3% 8.9%

80.7% 81.2%

-0.7%

$176.90

$172.16

2.8%

REPORT OF ROOMS BUSINESS BY AVERAGE DAILY RATE AVERAGE DAILY ROOM RATE 2019 2018 VAR

OCCUPANCY PERCENT 2019 2018 VAR

REVENUE PER AVAILABLE ROOM 2019 2018 VAR

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

$271.96 $262.47 155.81 152.09 108.55 105.02 85.53 82.48

3.6% 2.4% 3.4% 3.7%

82.8% 80.4% 75.2% 72.0%

83.4% 81.5% 76.7% 68.9%

-0.8% -1.4% -1.9% 4.6%

$225.05 125.31 81.67 61.61

$219.01 124.01 80.52 56.82

2.8% 1.1% 1.4% 8.4%

OVERALL AVERAGE

$219.34 $212.01

3.5%

80.7% 81.2%

-0.7%

$176.90

$172.16

2.8%

REPORT OF ROOMS BUSINESS BY SIZE OF PROPERTY AVERAGE DAILY ROOM RATE 2019 2018 VAR

OCCUPANCY PERCENT 2019 2018 VAR

REVENUE PER AVAILABLE ROOM 2019 2018 VAR

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

$281.41 $270.51 258.48 248.10 224.73 218.40 158.60 154.47

4.0% 4.2% 2.9% 2.7%

84.1% 82.2% 79.8% 78.4%

85.0% 82.0% 81.0% 78.7%

-1.2% 0.3% -1.6% -0.3%

$236.54 212.52 179.28 124.38

$230.06 203.38 176.97 121.53

2.8% 4.5% 1.3% 2.3%

OVERALL AVERAGE

$219.34 $212.01

3.5%

80.7% 81.2%

-0.7%

$176.90

$172.16

2.8%

SOURCE: CBRE HOTELS

TRENDS® 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 to CBRE Hotels. Page 6

Page 20

Marin Convention and Visitors Bureau - Program of Work 2019

HOME

Page 21

Source: Google Analytics

Marin Convention and Visitors Bureau - Program of Work 2019

Page 22

Source: Google Analytics

Marin Convention and Visitors Bureau - Program of Work 2019

Page 23

Source: Google Analytics

Marin Convention and Visitors Bureau - Program of Work 2019

Page 24

Marin Convention and Visitors Bureau - Program of Work 2019

2019 Executive Committee

Gary Stymus Best Western Novato Oaks/GM

Chair

Sam Pahlavan Vice-Chair Courtyard by Marriott~Larkspur/GM Michael Bates Treasurer Ad.Infin.Item, Owner/CEO Tim Howard Secretary Courtyard by Marriott~Novato/GM Michelle Duffy Past Chair Best Western Novato Oaks/GM Bill Blackburn

2019 Board Members Bill Blackburn Blackburn Hospitality Consulting

Robert Marshall Marshall Hospitality

Beau Blanchard California Film Institute/Corp Dev Manager

Shawn Milburn Embassy Suites by Hilton, General Manager

Frank Borodic Inn at Roundstone, Owner/Proprietor Susan Cunningham Romantic Places/Proprietor

Marty Rubino Big Cat Advertising/Owner-Proprietor

Karl Dannecker Corporate Media Systems/Owner

Michael Vaccaro Courtyard by Marriott~Novato/General Mgr.

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

Marcus Lee An Affair to Remember/Owner-Proprietor

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

May Mar Northgate Mall/General Manager Page 25

Shayla Sosa Agricultural Institute of Marin/Marketing Dir.

Marin Convention and Visitors Bureau - Program of Work 2019

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 2019 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 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!

Page 26

visitorcenter@visitMarin.org

MARIN COUNTY, CA

visitmarin.org

Just a little out there.