REMINDER

Please turn cell phone ringers to vibrate

MIKE ROSSI Chair

Visit California

Senior Advisor to the Governor

1. ROLL CALL

2. MEETING MINUTES

2:40 p.m. California

Competitiveness Initiative

4 p.m. Adjourn Meeting

1 p.m. Call to Order

1:40 p.m. Nominating Committee

1:50 p.m. Marketing Report

TODAY’S AGENDA

Nominating Committee Actions

FY14/15 Marketing Work Plan

FY14/15 Budget

The “Dream Big Dividend” (California Competitiveness Initiative)

TODAY’S PRIORITIES

CAROLINE BETETA President & CEO

Visit California

BRAND

Legislative Update

• Five-Year Reauthorization of the Travel Promotion Act

Positive Impact Study (Oxford Economics)

• 1.1 million incremental visitors

• $7.4 billion in total spending

• 53,000 new U.S. jobs

Destination: Capitol Hill Feb. 26-27 – 250 meetings

• Smarter visa policy (JOLT Act)

• Reauthorization of Travel Promotion Act

• Transportation infrastructure

• Meetings and conferences

• The Day Off Dividend

• Perfect China

VISIT CALIFORNIA SALUTES THE INDUSTRY Anaheim/Orange County

Fairfield

Lodi

Needles

Redding

San Diego

Santa Monica

Vacaville

Vallejo

FIRE THREAT

As of May 10:

• There have already been 1,351 wildfires in California in 2014

• That’s almost twice the five-year average (711) for the same interval

Source: Cal Fire

• “California, Always in Season” launch

• Sneak peek for legislators

• Celebrating California’s culinary offerings

AG DAY 2014

Outstanding Service • The Restaurant at Meadowood,

St. Helena

Best Chefs in America (West) • Daniel Patterson, Coi,

San Francisco

Outstanding Restaurant Design Awards • Shed, Healdsburg

Who’s Who of Food & Beverage in America • Sherry Yard, Pastry Chef and

Author, Los Angeles

Outstanding Chef • Nancy Silverton, Pizzeria

Mozza, Los Angeles

Outstanding Restaurant • The Slanted Door,

San Francisco

2014 WINNERS

2013 CALIFORNIA TRAVEL IMPACTS

Source: Dean Runyan & Associates

Travel spending $109.6B +3.2%

Employment 965,800 +4.4%

Local tax revenue $2.8B +6.4%

State tax revenue $4.3B +4.9%

2014 TOURISM TRENDS

Source: STR, U.S. Department of Commerce, Individual California Airports, California CWCs, California EDD, U.S. Bureau of Labor Statistics

Lodging (Mar YTD) California U.S. Occupancy +4.3% +2.9% Average Daily Rate +6.8% +3.8% Revenue Per Available Room +11.4% +6.8%

California Airport Traffic (Jan YTD) Domestic +1.0% International +9.1%

International Arrivals (2013) +7% +7.7%

Welcome Center Traffic (Mar YTD) +8.1%

Leisure & Hospitality Employment (Mar YTD) +2.3% +2.9%

Lodging (Mar YTD) California U.S. Occupancy +4.3% +2.9% Average Daily Rate +6.8% +3.8% Revenue Per Available Room +11.4% +6.8%

California Airport Traffic (Jan YTD) Domestic +1.0% International +9.1%

International Arrivals (2013) +7% +7.7%

Welcome Center Traffic (Mar YTD) +8.1%

Leisure & Hospitality Employment (Mar YTD) +2.3% +2.9%

Douglas Myers

San Diego Zoo Kids Channel Is Now at Ronald McDonald House Guardian Liberty Voice, April 27, 2014

Xiomara Wiley

Theme parks spell out

Harry Potter hopes Travel Weekly, April 9, 2014

Fast and Furious,’ ‘Simpsons’ announced as part of Universal Studios Hollywood expansion LA Daily News, April 9, 2014

Disneyland top man Michael Colglazier

literally walks in Walt’s footsteps Orange County Register, April 19, 2014

JOT CONDIE Vice Chair of Operations/Nominating Committee Visit California

President and CEO California Restaurant Association

Elected – Accommodations

COMMISSION VACANCIES

• Formerly held by Bob Gilbert

• Formerly held by Julie Maurer

• Formerly held for Lew Wolff

• Formerly held by Jay Jamison

• Formerly held by Sima Patel

FOR CONSIDERATION

Commissioner – Accommodations

• JEFF HASTY VP of Sales and Marketing Rim Hospitality

• ANDY WIRTH President & CEO Squaw Valley Ski Holdings

• JAMES BERMINGHAM EVP of Operations Montage Hotels and Resorts

• JOHN PRITZKER Founding Partner Geolo Capital

• 5TH CANDIDATE

Elected – Car Rental

COMMISSION VACANCIES

• Formerly held by Jonna Sabroff • Formerly held by Bob Muhs • Formerly held by Kathy Turner • Formerly held by Charles Coniglio

FOR CONSIDERATION Commissioner – Car Rental

GARY BUFFO Founder/President Pure Luxury

WILL WITHINGTON GM/Vice President Enterprise Holdings

JOSEPH KNIGHT VP of Business Development Fox Rent A Car

PAULA BECK Global Account Manager AvisBudget Group

BOB MUHS Commissioner

Visit California

Vice President, Government Affairs and Counsel

Avis/Budget Group

SIMA PATEL Commissioner Visit California

Owner Balaji Hotels

JOT CONDIE Vice Chair of Operations/Nominating Committee Visit California

President and CEO California Restaurant Association

Resolved that the Visit California Board form a “Dream Big Initiative Committee” to be appointed by Chairman Rossi reflecting all categories of assessed businesses to determine on behalf of the commission:

1. A memorandum of agreement reflecting the percentages of contribution, rates and other appropriate terms to fund the California Competitiveness Initiative

2. Prepare language for a referendum to be called by Chairman Rossi reflecting those terms and conditions

3. Direct staff to begin preparation of regulations as necessary to implement the California Competitiveness Initiative

VOTE: RESOLUTION

ALLISON JORDAN Vice President, Environmental Affairs Wine Institute

5. Review 2014/15 Global Marketing Program

• Static Plan

• Marketing Allocation Strategy

• The “Dream Big Dividend”

• Next Steps and Timing

6. Items for Future Meetings

1. CEO Report

2. Recent Program Highlights

3. Digital Taskforce Update

MARKETING ADVISORY COMMITTEE – MAY 8

FEB. MARCH APRIL

MAY JUNE JULY

PLANNING TIMELINE

• 14/15 Budget Presented for Approval

• Development of 14/15 Tactical Work Plan

• Draft 14/15 Tactical Plan Presented

• Final 14/15 Work Plan Posted

• Plan Refinement • Industry Planning Meetings

VISIT CALIFORNIA MEXICO SALES MISSION

May 12-15

• Mexico City

• Guadalajara

Tourism delegation (10-12 CEOs)

• Roundtable with Mexico-based tourism leaders

• Press conference launching consumer and trade campaign

• California Advisory Board reception

Mission highlights

• Taste of California event

• U.S. Embassy reception

• Climate change MOU

• AmCham luncheon

GOVERNOR’S TRADE MISSION TO MEXICO – JULY 27-30

Jan 26-Feb 1

• High Sierra and Gold Country

May 19-24

• Central Coast

June 15-21

• Central Valley and High Sierra

July 11-18

• Shasta Cascade and North Coast

RURAL RECEPTIVE FAMS

• Christof Innerhofer, professional ski racer

• 9-day California experience (April 26-May 3)

• Three engaging pieces of content

ITALIAN SKIER’S DREAM TRIP

TAKEOVER RESULTS

24 HOURS

Impressions

• Paid: 468 million • Earned: 200 million

Engagement

• 22,270 hours of content engagement

• 2.5 years branded content interaction

Source: YouTube Analytics for VisitCA Channel. Demographic report 2/25/14 – 3/26/14

< 25 25%

25-54 56%

55+ 19%

United States

Canada United Kingdom

Australia Brazil France, Germany,

Spain

WHO IS WATCHING?

7% 17%

Consideration

Likeliness to visit

In partnership with Department of Food & Agriculture, Buy California Marketing Agreement

and Visit California awarded $1 million to promote California’s bounty

+

$1 million partnership with Buy California

Media buy with Food & Wine magazine

• Print spreads

• Video vignettes

• Robust digital activation

“CALIFORNIA, ALWAYS IN SEASON”

“CALIFORNIA, ALWAYS IN SEASON” SHOOTS

“DREAMERS” TV

California is the land of boundless

opportunity, a place where you

don’t just dream, you dream big

Chinese Message

Be Bold to Dream (大胆梦）

DREAM BIG CHINA MEDIA PLAN OVERVIEW

Online TV Social Travel

Vertical Websites

Search Ad Network

Digital Media Channels

Terrestrial TV – Beijing, Shanghai, Guangzhou

• April 14 – June 30 • $3.3 Million • 378 Million Impressions

Go as Far as You Can

• “1000 Kilometers Pacific Ocean”

TRAVEL CHANNEL CHINA: TOYOTA RAV4 AND THE PCH

Nationwide reach

4 30-minute episodes

$4.8 million ad value

July 27–Aug. 2 shoot

DREAM BIG MEXICO MEDIA PLAN OVERVIEW

Pre-Roll Video

Social Travel

Vertical Websites

Search Ad Network

Digital Media Channels

Paid TV (Cable & Satellite)

• April 28 – June 30 • $1 Million • 80 Million Impressions

PROJECT TIMELINE

*User Acceptance Testing

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

User Experience/Prototyping

Visual Design

Development

*UAT LIVE

QA

TODAY CHECK-IN 3: Review Design

CHECK-IN 4: Beta Testing

Q2 Q3 Q4

2014 2013

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Q1

Dig

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MR

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RFP

Finalists Oral Presentations

SITE EVOLUTION

2007 2008 2009/2010

Matt Stiker CityPASS

Howard Pickett San Francisco Travel

Kerri Kapich San Diego Tourism Authority

Kiki Ander Visit Santa Barbara

Scott Schneider Visit Mendocino

Rebecca Schuetz Santa Monica CVB

THANKS TO DIGITAL TASK FORCE

HOWARD PICKETT Executive Vice President and Chief Marketing Officer San Francisco Travel

KERRI KAPICH Senior Vice President of Marketing San Diego Tourism Authority

A BRIEF INTRODUCTION

CLIENT

RECENT LAUNCHESA BRIEF INTRODUCTION

• Globalization

• Consumer shifts in technology use

• Proliferation of third-party tools

• Sophistication of local tourism marketing

ENVIRONMENTAL FACTORS

Source: Google/Ipsos/Sterling, 2012

90 of all media interactions are screen based.

%

43 of consumers move between multiple devices while planning a trip.

%

Visit California is a guide.

Both enticing and informative, convincing travelers to overcome certainty gaps and moving them closer to the moment of travel.

VISIT CALIFORNIA’S DIGITAL IDENTITY

MICHAEL MARTIN Partner and General Manager – San Francisco Code and Theory

Capture the beauty and abundance of California through the purposeful use of content and cinematic imagery.

Create an experience that inspires users to take the next step through relevant, seamless discovery.

OUR AMBITION

Visit California is not • Travel booking

• User reviews

• Trip planning

• Google search

• A map tool

• A social network

• A discussion forum

• Like every other state tourism site

Visit California is • An inspiring introduction to California

• A curated gallery of the abundance California has to offer

• A lightweight experience revealing detail as needed

• A path to detailed travel info and best-in-class tools

IN OTHER WORDS …

User-centric content strategy Editorial approach to content

Simplify content hierarchy

Value quality over quantity

GUIDING PRINCIPLES

Encourage exploration

Every page is a landing page

Map as an orientation tool

Seamless exploration

Align with industry

Leverage native ads and sponsored content

Standardize display ads across site

Path users to industry sites

REGIONS

HOME

DESTINATIONS

TRIPS

NAVIGATION

Multiple entry points

Users navigate freely through content

• Simplified yet comprehensive content schema

• Strong handoffs to best in class resources

• Reframe industry submission to serve 3 functions

• Story Ideas

• Photos

• Events

ALIGN WITH INDUSTRY

FOUNDATIONAL SITE CONTENT

DESIGN PREVIEW

HOME PAGE DESIGN

HOME PAGE DESIGN

REGION PAGE DESIGN North Coast

REGION PAGE DESIGN North Coast

REGION PAGE DESIGN San Diego County

REGION PAGE DESIGN San Diego County

DESTINATION PAGE DESIGN San Francisco

DESTINATION PAGE DESIGN San Francisco

TRIP PAGE DESIGN

The Perfect Ten

TRIP PAGE DESIGN

The Perfect Ten

SUMMARY OF SITE SHIFTS

Exhaustive / Granular

Curated / Contextual

Rigid Structure

Flexible Structure

Editorially Driven

Visually Driven

Informational Experiential

VCA.COM 2.0 VCA.COM 3.0

Desktop first Mobile first

FY14/15 PROPOSED BUDGET

Global Marketing Proposed Baseline

Change from

13/14

Baseline +$5M anticipated

incremental

Change from

13/14

Global Brand Advertising $26,450,000 1% $30,800,000 17%

Global Digital $1,250,000 -20% $1,250,000 -20%

Global Content $1,250,000 0% $1,450,000 16%

Global Travel Trade $630,000 0% $630,000 0%

Global Research $800,000 0% $800,000 0%

Global Consumer Co-op $1,857,000 0% $1,900,000 2%

Communications $1,405,000 0% $1,405,000 0%

Industry Relations $1,330,000 0% $1,330,000 0%

Welcome Centers $30,000 0% $30,000 0%

International Travel Trade and PR $6,556,000 0% $6,881,000 5%

Marketing Administration $662,000 -27% $744,000 -18%

TOTAL Global Brand and Program $42,220,000 -1% $47,220,000 11%

FY14/15 PROPOSED BASELINE

Global Brand Advertising,

$26,450,000

Global Digital, $1,250,000

Global Content, $1,250,000

Global Travel Trade, $630,000

Global Research, $800,000

Global Consumer Co-op,

$1,857,000

Communications, $1,405,000

Industry Relations, $1,330,000

Welcome Centers, $30,000

International Travel Trade & PR, $6,556,000

Marketing Administration, $662,000

FY14/15 BASELINE +$5M ANTICIPATED INCREMENTAL

Global Brand Advertising, $30,800,000

Global Digital, $1,250,000

Global Content, $1,450,000

Global Travel Trade, $630,000

Global Research, $800,000

Global Consumer Co-op,

$1,900,000

Communications, $1,405,000

Industry Relations,

$1,330,000

Welcome Centers, $30,000

International Travel Trade & PR, $6,881,000

Marketing Administration, $744,000

BASELINE INTERNATIONAL ALLOCATION

Mexico $600,000

Brazil $290,000

Canada

$1,975,000

UK $4,175,000

China $800,000

France $325,000

Italy $77,000

Germany $670,000

Scandinavia $79,000

India $200,000

Australia $850,000

South Korea $535,000

Japan $680,000

Mexico $600,000

Brazil $290,000 Canada $1,975,000

UK $4,600,000

China $4,300,000

France $325,000

Italy $77,000

Germany $670,000

Scandinavia $79,000

India $200,000

Australia $850,000

South Korea $535,000

Japan $680,000

BASELINE + INCREMENTAL INTERNATIONAL ALLOCATION

GREG SCHUMANN Group Publisher Southern Living and Sunset

THE DIFFERENCE

Unrivaled Content Capabilities and Syndication

THE DIFFERENCE

Unrivaled Content Capabilities and Syndication

— Huffington Post picked up Guide to Highway One feature

Unique Brand Equity

* 2013 MRI Doublebase

THE DIFFERENCE

Unrivaled Content Capabilities and Syndication

— Huffington Post picked up Guide to Highway One feature

Unique Brand Equity

— Sunset consumers are 63% more likely than the average consumer to be super influential in travel *

* 2013 MRI Doublebase

THE DIFFERENCE

Unrivaled Content Capabilities and Syndication

— Huffington Post picked up Guide to Highway One feature

Unique Brand Equity

— Sunset consumers are 63% more likely than the average consumer to be super influential in travel *

California Connectivity

— Two-thirds of Sunset’s sales force is based in California

— Each year Sunset works with more than 350 writers and photographers who are based in the state (including staff)

THE ROI

Driving Exploration

— 89% indicated the guide made them want to travel to parts of California they’d never seen before *

Delivering Digital Engagement

— Time spent with Visitor’s Guide is 7.2 minutes, Road Trips 4.9 min **

Sources: *2010 California Visitor’s Guide Study; **ComScore Digital Analytics

THE ROI

Driving Exploration

— 89% indicated the guide made them want to travel to parts of California they’d never seen before *

Delivering Digital Engagement

— Visitor’s Guide time spent is 7.2 minutes, Road Trips 4.9 min **

Dynamic Added Value

— $2.4MM net in incremental media delivered over past 28 months

Sources: *2010 California Visitor’s Guide Study; **ComScore Digital Analytics

THE COMMITMENT

Expanded Event Distribution

THE COMMITMENT

Expanded Event Distribution

— Taste of Charleston

Email Newsletter Exposure

— Coming this summer: access to Time Inc.’s proprietary database

Leveraging Incremental Brand Strength

LYNN CARPENTER Vice President of Marketing

Visit California

•New Five-Year Strategic Plan 2010/2011

•Global Media Analysis – Carat December 2010

•Brand USA – Research and Partnership 2010 - Current

•Tourism Economics Global Budget Allocation Research Spring 2012

•Vice Chair Fuller’s Request for Additional Funding May 2012

•Hall & Partners Research Summer 2012

•Global Allocation Research Updates 2012-2013

•Creative Planning and Testing Jan-Apr 2013

•Board votes to explore additional funding Oct 2013

•Coraggio Group gathers industry feedback Oct 2013-Feb 2014

•Industry stakeholder meetings Feb 2014-present

DREAM BIG TIMELINE

FY14/15 STATIC MARKETING PLAN

Tier 1

Direct-to-consumer brand advertising & digital content

Tier 2 Direct-to-consumer digital content

Tier 3 Travel trade and public relations

* China would move to tier 1 pending incremental funding

THE “DREAM BIG DIVIDEND” MARKETING PLAN

Tier 1

Direct-to-consumer brand advertising & digital content

Tier 2 Direct-to-consumer digital content

Tier 3 Travel trade and public relations

MARKETING ACTIVITY

MARKET ALLOCATION PLATFORM TOP 10 MARKETS

Market Allocation Platform Scores

Rank Country Return Cost Score $50M+ $100M

1 Long-haul U.S. 175 66 255

2 U.S. Primary Western Markets 141 69 191

3 U.K. 102 75 112

4 Canada 113 81 81

5 Mexico 84 88 70

6 Australia 96 106 68

7 Brazil 107 118 68

8 China 96 103 67

9 Japan 78 88 66

10 S. Korea 89 101 64

Source: Tourism Economics

Tier 1 Markets

Media

Investment

Estimated

Impressions

Media

Investment

Estimated

Impressions

$16,920,000 1,281,928,000 $36,517,200 2,368,605,000

$1,700,000 191,108,000 $4,375,000 291,229,000

$3,000,000 211,250,000 $5,900,000 394,510,000

$3,300,000 456,538,000 $5,500,000 610,705,000

$3,840,000 161,125,000

$3,685,000 100,000,000

$4,022,800 252,130,000

Tier 2 Markets:

GER, FRA, JAP,

KOR

$950,000 190,000,000

$63,840,000 4,178,304,000

Not Funded at Static Level

FY14/15 Static Plan

$50M

Dream Big Expansion Plan

$100M

Not Funded at Static Level

Not Funded at Static Level

Not Funded at Static Level

GLOBAL STRATEGIC CONTENT PARTNERSHIP Program innovation through global partnerships with media companies, content companies/creators/influencers and non-endemic brands

With the Dream Big Plan, Tier 1 market allocation moves from three countries to seven, with deeper programming across markets

TIER 1 MARKETS

TIER 1 MEDIA SUMMARY DREAM BIG PLAN

Tier 1 Markets Media Investment Est. Impressions

$36,517,200 2,368,605,000

$4,375,000 291,229,000

$5,900,000 394,510,000

$5,500,000 610,705,000

$3,840,000 161,125,000

$3,685,000 100,000,000

$4,022,800 252,130,000

$63,840,000 4,178,304,000

UNITED STATES

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

National Cable TV

Online TV

Outdoor Pillar Support

$36,517,200 3.8B Imp.

Online TV

Layered Digital

National Cable TV

Syndication TV Syndication TV

Family Pillar Support

GLOBAL PROGRAMMING

Search Engine Marketing

Paid Social

“ALWAYS ON” SUPPORT

FOUNDATIONAL BRAND SUPPORT

Experience Pillar Targeting

Multi-Channel Cross Pillar Campaign

Multi-Channel Cross Pillar Campaign

Strategic Content Partnerships & Promotions

Broadcast TV Broadcast TV

Seasonal Targeting

CANADA

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

National Cable TV

Online TV Online TV

Layered Digital

National Cable TV

Conventional TV Conventional TV

Family Pillar Support

Search Engine Marketing

Paid Social

$4,375,000 432M Imp.

Experience Pillar Targeting

Multi-Channel Cross Pillar Campaign

Multi-Channel Cross Pillar Campaign

GLOBAL PROGRAMMING

Strategic Content Partnerships & Promotions

FOUNDATIONAL BRAND SUPPORT

“ALWAYS ON” SUPPORT

Seasonal Targeting

UNITED KINGDOM

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

National TV

OTV Online TV

Layered Digital

TV

Outdoor Pillar Support

$5,900,000 577M Imp.

News Partnership

Experience Pillar Support

Multi-Channel Cross Pillar Campaign

Multi-Channel Cross Pillar Campaign

GLOBAL PROGRAMMING

Strategic Content Partnerships & Promotions

OOH

FOUNDATIONAL BRAND SUPPORT

Search Engine Marketing

Paid Social

“ALWAYS ON” SUPPORT

Seasonal Targeting

CHINA

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

National TV

Online TV

Layered Digital

$5,500,000 328M Imp.

OOH

Layered Digital

Exp. Pillar Support Experience Pillar Support

Multi-Channel Cross Pillar Campaign

Multi-Channel Cross Pillar Campaign

GLOBAL PROGRAMMING

Strategic Content Partnerships & Promotions

FOUNDATIONAL BRAND SUPPORT

Search Engine Marketing

Paid Social

“ALWAYS ON” SUPPORT

AUSTRALIA

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Spot TV

OTV Online TV

Layered Digital

Spot TV

$3,840,000 161M Imp.

OOH

Experience Pillar Support

Multi-Channel Cross Pillar Campaign

Multi-Channel Cross Pillar Campaign

GLOBAL PROGRAMMING

Strategic Content Partnerships & Promotions

FOUNDATIONAL BRAND SUPPORT

Search Engine Marketing

Paid Social

“ALWAYS ON” SUPPORT

MEXICO

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Paid TV

OTV Online TV

Layered Digital

TV

$3,685,000 100M Imp.

OOH

Experience Pillar Support

OOH

Multi-Channel Cross Pillar Campaign

Multi-Channel Cross Pillar Campaign

GLOBAL PROGRAMMING

Strategic Content Partnerships & Promotions

FOUNDATIONAL BRAND SUPPORT

Search Engine Marketing

Paid Social

“ALWAYS ON” SUPPORT

BRAZIL

Month: Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Paid TV

Online TV Online TV

Layered Digital

Paid TV

$4,022,800 252M Imp.

Experience Pillar Support

Multi-Channel Cross Pillar campaign

Multi-Channel Cross Pillar campaign

GLOBAL PROGRAMMING

Strategic Content Partnerships & Promotions

FOUNDATIONAL BRAND SUPPORT

Search Engine Marketing

Paid Social

“ALWAYS ON” SUPPORT

EXPERIENCE PILLARS

“LAID BACK LUXURY”

CROSS-PILLAR INITIATIVE

TARGETING THE ULTRA-AFFLUENT TRAVELER

MATURE MARKETS

EMERGING MARKETS

FACT: Spending on experiential luxury makes up 55% of total luxury purchases worldwide and has grown 50% faster than luxury goods – Boston Consulting Group

“luxury goods symbolize the advances I have made in my career and social status”

• Custom content-driven multi-channel programming

• Category leaders

• Targeted international reach

DIRECT-TO-CONSUMER PROGRAMMING

CROSS-PILLAR INITIATIVE

“ULTIMATE FAMILY PLAYGROUND”

TARGETING THE FAMILY TRAVELER

• Audience: HH with kids

• Brand advertising supplemented with new content-driven programming

PILLAR ENHANCEMENT

“ALWAYS IN SEASON”

TARGETING THE DELIBERATE CULINARY TRAVELER

NOREEN MARTIN Chief Fiscal Officer Visit California

CEO Martin Resorts

VOTE: FEB. 28, 2014 FINANCIALS

FY14/15 PROPOSED BUDGET

Global Marketing Proposed Baseline

Change from

13/14

Baseline +$5M anticipated

incremental

Change from

13/14

Global Brand Advertising $26,450,000 1% $30,800,000 17%

Global Digital $1,250,000 -20% $1,250,000 -20%

Global Content $1,250,000 0% $1,450,000 16%

Global Travel Trade $630,000 0% $630,000 0%

Global Research $800,000 0% $800,000 0%

Global Consumer Co-op $1,857,000 0% $1,900,000 2%

Communications $1,405,000 0% $1,405,000 0%

Industry Relations $1,330,000 0% $1,330,000 0%

Welcome Centers $30,000 0% $30,000 0%

International Travel Trade and PR $6,556,000 0% $6,881,000 5%

Marketing Administration $662,000 -27% $744,000 -18%

TOTAL Global Brand and Program $42,220,000 -1% $47,220,000 11%

VOTE: FY14/15 BUDGET

VOTE: FY14/15 INCREMENTAL EXPENDITURES

Toni Atkins

Democrat, 78th District (San Diego)

NEW ASSEMBLY SPEAKER

MIKE KVARME Legal Counsel Visit California

Weintraub Tobin Chediak Coleman Grodin Law Corporation

Europe Sales Mission

• June 9-13

Australia Sales Mission

• August 22-28

Visit California Fall Board Meeting

• Oct. 1-2

AMGEN Tour of California

• May 11-18

Mexico Sales Mission

• May 12-15

Toronto Media Reception

• June 3

CURRENT AND UPCOMING EVENTS

AGENDA ITEMS FOR FUTURE MEETINGS