2015 ANNUAL REPORT

CEO’s MEssAgE The Marina del Rey Convention and Visitors Bureau (CVB) had an outstanding year in 2015. I am proud of our accomplishments and efforts to promote Marina del Rey as a desirable leisure and group travel destination. This report highlights our activities and achievements.

An exciting milestone for Marina del Rey was the celebration of its 50th birthday. The Marina del Rey CVB was proud to partner with the Los Angeles County Department of Beaches and Harbors and other community groups to organize a grand celebration fit for a King. After all, Marina del Rey translates to just that—“The King’s Harbor.” The celebration was attended by thousands of community members and visitors eager to wish the Marina a Happy Birthday.

At the start of the year, the CVB hired the Corragio Group to facilitate a stakeholder retreat to determine the needs of our tourism and hospitality community. Over 30 community partners attended the all-day retreat to provide input about what is needed to strengthen tourism in the Marina. Input will be used in our strategic plan.

In 2015 the CVB negotiated a new 5-year agreement with the Department of Beaches and Harbors and the Marina’s six hotels. I’m grateful for the support of the CVB’s Board of Directors, particularly Tony Mira, President, and Daniel Ginzburg, Vice President. Their time and dedication helped facilitate a successful outcome and the CVB’s funding will be increased to expand destination marketing efforts for Marina del Rey.

I would like to thank my amazing staff. I sincerely appreciate their passion and enthusiasm for the work they do. Thank you for an awesome year.

Cheers to 2015! I look forward to the Marina’s continued success in 2016.

Sincerely,Janet ZalduaChief Executive OfficerMarina del Rey Convention and Visitors Bureau

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2015 highlights include:

AdvERTisiNg•Print advertisements were placed in a variety

of publications including Westways, Sunset, Food & Travel, Los Angeles Visitors Guide, Smart Meetings, and The Argonaut.

•DigitaladswereplacedwithSunset,Cvent,discoverlosangeles.com, touroperator.com.

•750,000impressionsweregarneredthroughadigital ad campaign targeting users searching for keywords related to meetings, events, and venues in Los Angeles and Southern California.

sOCiAL MEdiA•The CVB’s Facebook Page grew to 54,228 “likes.” The

CVB engages the Facebook community with compelling content including images, video, questions, surveys andmore.Twitterfollowersgrewtoanaudienceof4,117.

•TheCVB’smonthlyblog,called“MyMarina,” featured news, events and activities throughout the Marina to keep locals and visitors apprised of the Marina’s happenings.

•Withtheuseofthehashtags#marinadelreyand#ilovemdr,theCVB’sInstagramplatformgrewto 2,100 followers.

•TheCVBproducedadestinationvideohighlighting“things to do” in Marina del Rey. The video received over 11,900 YouTube views in 2015.

MARKETiNgdEsTiNATiON

The Marina del Rey Convention and Visitors Bureau (CVB) serves as the official destination marketing organization for Marina del Rey. Our mission is to stimulate economic development by marketing the area for meetings, groups and leisure travel.

Founded in 2000, The Marina del Rey CVB is a non-profit corporation formed through the joint efforts of the Los Angeles County Department of Beaches and Harbors and the six Marina del Rey hotels located within the unincorporated area of Los Angeles County.

iNTROdUCTiONA variety of tactics were used to promote Marina del Rey as a desirable destination for leisure and group travel. The CVB’s marketing strategy included paid advertising, public relations, social media marketing, and digital and online advertising. Special promotions were also created to generate business for hotels during their slower seasons.

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EARNEd MEdiA ANd PUbLiCiTy

Visitmarinadelrey.com is the most comprehensive website on visitor related information in Marina del Rey.

2015 Highlights:

•WebPageViews:771,419•MobileTraffic:52%•UsersDirectedto

Marina Hotels: 5,142•Hotel Revenue Booked through

CVB’sWebsite:$14,742

WEbsiTE

•Publicity efforts resulted in 45 placements in top-tier outlets like About.com, Sunday Times, Smart Meetings, Texas Journey (AAA), andUSAToday10best.com,which directly align with the CVB’s targeted markets.

•MediaImpressions:433.9Million•PRValue:$1.1Million

•TheCVBattractedtravelwritersto the Marina through hosted stays and organized FAM visits. Journalists represented the following news outlets: About.com, AM New York, Avianca Magazine (Brazil in-flight), FabFitFun.com, Fast Car Magazine(UK), Fodors.com, Jetset Extra!, London

Sunday Times (Travel Section), Medium.com, Men’s Health UK, Postcards (Australian travel show), Pursuitist.com, Savvy Magazine (Japanese publication), Texas Journey Magazine (AAA publication),USAToday10best.com.

•TheCVBcollaboratedwith Visit California and Los Angeles

Tourism and Convention Board to host FAMS that focused on important international markets like Australia, Brazil and Japan. The CVB also hosted a FAM of Italian social media influencers which was comprised of the country’s top bloggers, Instagram, Twitter, Facebook, and YouTube users.

•TheCVBhostedamediaFAMto promote the Marina’s 50th birthday. Journalists from Los Angeles Times, About.com, and Jetset Extra! experienced the weekend festivities, which resulted in 42.2 Million media impressions valuedat$126.6Millioninadditional media exposure.

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•The Visitor Center, located at the entrance of Burton Chace Park, is a valuable resource for visitors and locals. Open seven days a week, visitors can obtain brochures and tourist information as well as ask for recommendations for dining and activity options in the area.

•WithrecentrenovationstoMarina del Rey’s hotels, the Marina is better positioned to compete with other destinations for group business. The CVB has addressed this opportunity by creating a full-time position focused entirely on generating group business leads for hotels, restaurants, and yacht charters.

2015 CVB Sales Recap:

•TotalLeads:177•DefiniteBookings:34•TotalHotelRoomNights:4,649•TotalRoomRevenue:$1.1Million•TotalCateringRevenue:$498,095

•TheCVBdevelopedanincentive program that offers businessesbetween$250and$5,000forbookedbusinessgenerating room nights in the Marina. In 2015, the CVB issued $5,650inmeetingincentives.

Marina del Rey was represented at 10 trade shows throughout theUnitedStatesthattargetedplanners seeking venues to host meetings and group events for high-end corporate business, associations, pharmaceutical, and technology industries.

•SmartMeetingsExpo,SanFrancisco•MPINCCAnnualConferenceandExpo,

San Francisco•SiliconBeachLAExpo,Loyola

MarymountUniversity•NAJ’sRTOSummit,MarinadelRey•SmartMeetings,LosAngeles•LABusinessTravelAssociationSupplier

Showcase, Los Angeles•PharmaForumTradeShow,

WashingtonD.C.•MPI3rdAnnualSoCalEdConandExpo,

Costa Mesa•CollaborateMarketplace,Orlando•CaliforniaSocietyofAssociation

ExecutivesExpo,Sacramento

iNdUsTRy TRAdE shOWs

visiTOR sERviCEs

bUsiN

Ess dE

vELO

PMEN

T •MarinadelRey’sOfficialDestinationGuidewasprinted

in partnership with The Argonaut Newspaper, and distributed to 100,000 leisure travelers. Available in local hotels and visitor attractions throughout Los Angeles and the LAX Coastal area, the Destination Guide serves as an informative resource of visitor information for tourists.

•TheCVBproducesavarietyofcollateralincluding:Marina del Rey Anchorage Guide, Coastal Bike Trail Map, Meetings and Banquet Guide, and Restaurant Map and Guide. These publications are available at the Marina del Rey Visitor Center, area hotels and online.

•EachmonththeCVBproducesamonthlye-newsletterto keep visitors and locals informed about what is happening in the Marina.

•Walk-ins:11,683•PhoneInquiries:7,354•InternationalTravelers:1,542•InformationPacketsMailed:431

2015 Visitor Statistics:

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The CVB remains active in industry associations in order to build partnerships with leaders in the travel and tourism industry and generate exposure for Marina del Rey. Staff attended several industry conferencesincludingDMAWest’sTechSummitConferencein SacramentoandtheirannualMarketingSummitinOgden,Utah. In addition, the CVB was present at Visit California’s Los Angeles Media Reception to meet with top-tier travel writers in the area.

Memberships include:•AmericanSocietyofAssociationExecutives•CaliforniaSocietyofAssociationExecutives•CaliforniaTravelAssociation•DestinationMarketingAssociationInternational•DestinationMarketingAssociationWest•HospitalitySalesandManagementAssociationInternational•LAXCoastalChamberofCommerce•LosAngelesBusinessTravelAssociation•MeetingPlannersInternational(NorthernandSouthernCAChapters)•TravelandTourismMarketingAssociation•UnitedStatesTravelAssociation•VeniceChamberofCommerce

The CVB hired the Corragio Group to conduct a needs assessment designed to guide future strategic planning efforts. The assessment was guided by input from the tourism and hospitality stakeholders in Marina del Rey. Over 30 representatives from the community attended the all-day retreat and provided feedback on the most critical needs and priorities for the local tourism industry.

Participants represented a variety of business sectors including tourism, dining, hospitality, attractions, housing/lessees, local government and boating.

iNdUsTRy

iNdUsTRy AWARds

sTRATEgiC PLANNiNg

The CVB was honored with an Outstanding Achievement Award from the Destination Marketing AssociationoftheWest(DMAWest)for its marketing initiative, “Beach Buddies” with Delray Beach, Florida. The award was presented as part ofDMAWest’sannualBestIdeaProgram which showcases innovative

MEMbERshiPsprojects and creative marketing strategies and was presented during theDMAWestMarketingSummitheldinOgden,Utah.Thisawardwas recognized in a national press releaseissuedbyDMAWest,andinmedia outlets like Association News, Atlantic Avenue Magazine, and Smart Meetings Magazine.

The purpose of the “Beach Buddies” cross-promotion was to showcase each community (Marina del Rey, CA

and Delray Beach, FL) through the eyes of the destination mascots, Marty the Pelican (MdR) and Swinton the Turtle (Delray Beach). Through the mascots’ experience, the area’s hotels, dining, attractions and activities were shared. The partnership generated local press from Florida media outlets including the South Florida Sun-Sentinel, Atlantic Ave Magazine andChannel12News.

Delray Beach

marketing

Cooperative

welcomes the

Marina del Rey

CVB to Florida.

“Beach Buddies”

Marty and Swinton

on the water in

Marina del Rey.

Marina del Rey Wins “Best Idea Award” at DMA West Marketing Summit

Top priorities included:

•Developastrongandconsistentbrand for Marina del Rey

•MarkettoLosAngeles/locals•Utilizedigitalmarketingtotarget

millennials, Silicon Beach and local tech industry

•Develop/supporteventsthatgenerate tourism and promote local spending

The input gathered from the stakeholder retreat will be used to guide the CVB’s strategic planning efforts in 2016.

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Marina del Rey’s hotels performed incredibly well in 2015.TheMarinadelReyHotelcompletedits$25Million renovation and grand opening in 2015, which created excitement and garnered positive media attention. In addition, the Marriott completed renovations to its guest rooms, public space, great room, lobby and outdoor lounge (Sinder). The revitalization of Marina del Rey’s hotels make the destination a competitive alternative for leisure and group travel in Los Angeles and Southern California.

2015 Highlights:

·YeartoDateOccupancy:79.2%·AverageDailyHotelRate:$251.32·RevPAR(RevenueperAvailableRoom):$199.07·AnnualHotelRevenueproduced:$82.1Million· Transient Occupancy Tax produced for

LACounty:$9.85Million

dEsTiNATiON dEvELOPMENT ANd COMMUNiTy RELATiONsThe Marina del Rey Convention and Visitors Bureau is an active member of the community and places a high priority on community outreach and destination development efforts. Supporting our tourism, hospitality, and business partners within the community through

active participation in meetings, committees and sponsorship support continues to be an important part of our values.

The CVB remains an active advocate for improvements in visitor-related services and facilities, and participates in meetings,

hOTEL PERfORMANCE

committees and hearings on a myriad of issues important to tourism including: Summer Beach Shuttle, Oxford Basin, Marina del Rey homeless taskforce, pedestrian access, transportation, Los Angeles County’s Visioning Plan, and other infrastructure improvements.

The CVB remains active as an ex-officio Board Member for the LAX Area Chamber of Commerce, works with the Venice Chamber of Commerce, and attends and speaks at numerous board and committee meetings on behalf of the CVB, including the Marina del Rey Lessees Association.

2015 fiNANCiALs2015 Cvb REvENUE

LA County (DBH)$278,181

HotelSelf-AssessmentTax$781,532

Interest$323.67

74%

26%

.03%

2015 Cvb ExPENdiTUREs

Marketing & Promotions

General/Administrative

Wages/Benefits

51%

31%

18%

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Tony Mira, PresidentThe Ritz-Carlton, Marina del Rey

Daniel Ginzburg, Vice PresidentFantaSea Yachts and Yacht Club

Tony Palermo, TreasurerTony P’s Dockside Grill

Carol Baker, LA County Department of Beaches and Harbors

2015 bOARd Of diRECTORsKevin LortonHornblower Cruises and Events

Misoon KongMarina del Rey Marriott

Chuck McGuireFoghorn Harbor Inn

Wendy RosalesHilton Garden Inn

David Baker Baker and Oring, LLP

Dave LumianSmall Craft Harbor Commission

David LevineMarina del Rey Lessees Association

Shawn HighlandPacifica Hotel Company

Janet Zaldua Chief Executive Officer

Valerie Arias Communications Manager

Lawrence Stafford Business Development Manager

Lynne Moore Senior Administrative Assistant

Barbara Littlejohn Visitor Services Associate

Mary Jane Pinkos Travel CounselorMA

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4551GlencoeAvenue,#260,MarinadelRey,California90292310-306-9900 visitmarinadelrey.com