Slide 1

San Diego TMD Proposal

Hello, we are Paradigm Shift Innovations. My name is Shayna, and to my left we have [Zach, Kira, and Kristen]. We are here to present to you an amazing opportunity that you can capitalize on! 1OVERVIEWInfamous EventsTrends and OpportunitiesNew 2013 EventMarketing PlanBudget ROI

Miramar Air Show, Comic Con, Bayfair, Crew Classic, and RocknRoll Marathon are just a few of the outstanding events that generate tourism in SD.... 3So what event is missing in San Diego?

BOARDS on the BAYSan Diego53-Day Festival

Second weekend of November

Mission Bay: Fiesta Island & Crown Point

Event OverviewExtreme Water Ski & Wakeboard Competition

Why would we do that?

Source: Bureau of Labor Statistics Source: Bureau of Labor Statistics

Source: Physical Activity Council Report, US

San Diego Travel Motivators33% Source: San Diego Convention of Visitors Bureau33% of individuals already traveling to san diego, relate to our event!11

Originally called a scurfer Wakeboarding invented by Tony Finn in San Diego, CA (1985)Source: USA Wakeboard Association(November) Average: 70F & 75% Sunshine

The largest man-made aquatic park in the country!

Mission BaySan Diego, CASource: San Diego Convention of Visitors BureauMission bay is a prime location for boards on the bay because we are bringing wakeboarding back to its roots! 13

Similar EventsOrlando, FL

Pine Mt., GA8,000

Phoenix, AZ4,000

Silver Lake, WA3,000Pleasant Prairie, WI8,000Fort Worth, TX8,250Acworth, GA8,000Branson, MO8,000

25,000

Monroe, WA4,000

Knoxville, TN8,000Colorado Springs, CO8,0008,000

10,000Theres currently no watersports competitions in southern california 14

BOARDS on the BAYSan Diego15Event Line-UpPrivate Kick-Off EventClinicsExpoAwards CeremonyFreestyle WakeboardingPreliminariesSemi-finals Finals

Benefit Concert: Surfrider FoundationLive Web StreamExtreme JumpsSlalom Water Skiingwe plan to format our event like the similar competitions... Expo: equipment & clothing for the upcoming season16

GoalsPromote San Diego as an Extreme Water Sports Destination 3. Raise $15,000 for San Diego Surfrider Foundation Increase Heads in Beds in Mission Bay TMD Hotels from XX% to XX% in November Through our event, we plan to achieve these 3 goals...17Water Skiing:

4.6 million US participants

$180,000 Average Household

DEMOGRAPHICSTarget Market

Target Market16-35Age Range

68% between 25-6449%/51%Male/FemaleSource: Sports Marketing Survey, US (2012)Wakeboarding :

3.5 million US participants

$140,000 Average Household

Target States:CA, AZ, WA, TX, FL, CO, NCWe are trying to reach out to these people....

Family Event! 18PRINT ADVERTISEMENTSMAGAZINESTransworld Wakeboarding Water Ski The Water Skier, USA Water Ski

Marketing Plan

Orlando, FLMadison, WICharlotte, NCPine Mountain, GAGlenwood Springs, COEmpire Landing, AZParker, AZBoulder City, NVNEWSPAPERSSacramento, CAShasta Lake City, CALake Havasu City, AZSan Diego, CASeattle, WAWest Palm Beach, FLAustin, TXGrand Rapids, MINewspaper: sent to top 57 cities with lakes and the watersport SUBSCRIPTION NUMBERS: Transworld Wakeboarding (270,000)Water Ski (137,000)The Water Skier by USA Water Skiing (200,000)

19Marketing PlanMEDIA CAMPAIGNEVENT WEBSITE & SOCIAL MEDIA

RADIO STATIONSTop 40 & Alternative Rock Stations in target market regions:AZ: KQST-FM 102.9 (Top 40), KZON-FM 101.5 (Alternative) FL: WRMF-FM 97.9 (Top 40), WXXL-FM 106.7 (Alternative)

PERSONAL MAILERSBrochures sent to USA Water Skis mailing list

Social media: Facebook, Twitter, Flickr, YouTube, RSS Feed...

USA Water Skis mailing list (=200,000 members)

20ASSOCIATIONSUSA Water Ski & 8 affiliatesWorld Wakeboard Association (WWA)Surfrider Foundation

Trade ShowsSurf Expo: Global Watersports and Beach Lifestyle TradeshowWisconsin Water Ski Convention and ExpoCalifornia Water Sports ExpoMarketing PlanPARTICIPATIONWeve researched Top 40 and Alternative Rock Stations for Target Market Regions that match with our demographics.

SURF EXPO: Orlando, FL; (Jan.); 12,000 attendeesWI WATERSKI CONVENTION & EXPO: worlds largest indoor waterski and convention expo!!! Green Bay, WICA WATER SPORTS EXPO: Del Mar, CA (May) 4,000 attendees in first yr.21PR FIRM

SAN DIEGO CONVIS: Crew ClassicBayfairCalifornia State GamesSan Diego Sports Commission

Marketing PlanCOLLABORATION

Potential Sponsors

Event BudgetYear 1:

Event BudgetProjected Year 3:Non-local guests: 2,400Room Nights: 3,789

$439,048.00 for TMD funded hotels Event ROI & RequestYear 1:TOTAL TMD FUNDS requested: $115,000

4:1ROIYR 1: We propose that we will be able to give the TMD an ROI of 4:1. With a total estimate out of town guests being 2,400, there will be a total of 3,789 room nights generated resulting in $439,048.00 for TMD funded hotels.

26Knee Boarding CompetitionWake Skating CompetitionAmateur/Youth Competitions Show Ski DemonstrationInternational Market ExpansionAustralia, Canada, UK Increase music scene Beachwear Fashion Show

Event Growth

*ADR for TMD hotels, Mission Bay, November= $115.84

Event Growth ROIYEARROIAttendeesHotel Revenue14:12,400$435,789.0025:13,000$544,737.0037:13,900$708,158.00

Through our events website, we will have the following TMD funded hotels listed: Bahia Resort Hotel, The Beach Cottages, Best Western Blue Sea Lodge, Best Western Mission Bay, Catamaran Resort Hotel, Comfort Inn Mission Bay, Dana Inn on Mission Bay, E-Z Motel of Old Town, Hampton Inn Seaworld, Hilton San Diego, Holiday Inn Express San Diego, Holiday Inn Express Mission Bay, Hyatt Regency Mission Bay Spa and Marina, Heritage Inn, and Paradise Point.

28

The 5 day weather forecast for San Diego looks a little more like you would expect forJulythan for the beginning of November. Rather than grabbing your sled and snowboard, grab a wakeboard or water skis and take advantage of the great conditions we are lucky to have so late in the season.Extend your summer season! Come to Mission Bay!

BOARDS on the BAYSan Diego30Chart10.290.140.130.120.110.050.050.020.020.020.01

Series 1

Sheet1Series 1Theme Park29%Beaches14%Shopping13%Water Sports12%Dining/Nightlife11%Sporting Event5%Fishing5%Gambling2%Festival2%Arts2%Golf1%

Overall Budget - Table 1Organization Name:PSITotal TMD Funds for Program:$150,000.00Total Annual Operating Budget for Organization:$837,000.00TMD BudgetExhibit BFY 2013Expenses:MarketingSalesOperationsTotal BudgetAdvertising$60,000.00$80,000.00$80,000.00Public Relations$60,000.00$80,000.00$5,000.00$10,000.00$90,000.00Research$8,000.00$10,000.00$10,000.00Events, Travel & Entertainment$8,000.00$10,000.00$10,000.00Web & Technology$15,000.00$20,000.00$15,000.00$20,000.00$50,000.00$60,000.00$100,000.00Printing & Distribution$60,000.00$75,000.00$60,000.00$75,000.00$20,000.00$30,000.00$180,000.00Dues & Subscriptions$3,000.00$5,000.00$5,000.00Office Supplies$3,000.00$5,000.00$3,000.00$5,000.00$3,000.00$5,000.00$15,000.00Facility & Equipment Rental$14,000.00$25,000.00$153,000.00$205,000.00$88,000.00$111,000.00$341,000.00Personnel - Salaries & Wages$30,000.00$40,000.00$30,000.00$40,000.00$80,000.00Personnel - Commissions$5,000.00$10,000.00$10,000.00Personnel - Taxes & Benefits$4,500.00$6,000.00$4,500.00$6,000.00$12,000.00Professional Fees & Services$40,000.00$50,000.00$20,000.00$30,000.00$60,000.00$80,000.00$160,000.00Utilities$5,000.00$10,000.00$10,000.00Other$5,000.00$10,000.00$5,000.00$10,000.00$20,000.00Total Expenses:$265,000.00$360,000.00$303,500.00$411,000.00$268,500.00$352,000.00$837,000.00$1,123,000.00

&"Helvetica,Regular"&11&PKim:Hire PR FirmKim:Going to other events to research best practices.Kim:Meet with potential sponsors and give presentations.Kim:Making sure website is constantly working.Kim:Making registration page.Kim:Creating website.Kim:Brochures for HotelsKim:Brochures for handing out at events.Kim:Sending flyers to associations mailing lists.Kim:Joining associations.Kim:15% of Salary.Kim:15% of Salary.Kim:See specific breakdown page.Kim:See specific breakdown page.Kim:See specific breakdown page.Kim:Hiring/Taking care of celebrities.Kim:Hiring/taking care of judges.Kim:Hiring consultants.Kim:Misc.Kim:Misc.

Public RelationsMarketingSalesOperationsTotalHire PR Firm$60,000.00$80,000.00Radio Station Ads$5,000.00$10,000.00$60,000.00$80,000.00$5,000.00$10,000.000.00.0$65,000.00$90,000.00

Web & TechnologyMarketingSalesOperationsTotalCreating actual website$15,000.00$20,000.00Making Registration Page$15,000.00$20,000.00Upkeep to keep running$50,000.00$60,000.00$15,000.00$20,000.00$15,000.00$20,000.00$50,000.00$60,000.00$80,000.00$100,000.00

Printing & DistributionMarketingSalesOperationsTotalBrochures for hotels$60,000.00$75,000.00Brochures to hand out at events$60,000.00$75,000.00Sending flyers to Association mailing lists$20,000.00$30,000.00$60,000.00$75,000.00$60,000.00$75,000.00$20,000.00$30,000.00$140,000.00$180,000.00

Facility & Equipment Retal - TaExpenses:SalesMarketingOperationsTotalPermit$2,000.00$5,000.00Health Permit$2,000.00$5,000.00Fencing$5,000.00$10,000.00Traffic Control$8,000.00$10,000.00Security$8,000.00$10,000.00Shuttle$10,000.00$15,000.00Shade & Eating Area$8,000.00$10,000.00Bathroom & Waste$5,000.00$10,000.00Utilities$5,000.00$1,000.00Building of Exhibit:Exhibit$100,000.00$130,000.00Drayage, Set up & Breakdown$50,000.00$60,000.00Hotel (Sales People)$5,000.00$7,000.00Perdium (Sales People)$2,000.00$4,000.00Travel (Sales People)$2,000.00$4,000.00New York Trip$20,000.00$25,000.00Orlando Trip$15,000.00$20,000.00Del Mar Trip$5,000.00$10,000.00Space Rental$3,000.00$5,000.00$153,000.00$205,000.00$14,000.00$25,000.00$88,000.00$111,000.00$255,000.00$341,000.00

&"Helvetica,Regular"&11&P

Professional Fees & ServicesMarketingSalesOperationsTotalConsultants$60,000.00$80,000.00Judges$20,000.00$30,000.00Celebrities$40,000.00$50,000.00$40,000.00$50,000.00$20,000.00$30,000.00$60,000.00$80,000.00$120,000.00$160,000.00

&"Helvetica,Regular"&11&P

Overall Budget - Table 1Organization Name:PSITotal TMD Funds for Program:$150,000.00Total Annual Operating Budget for Organization:$837,000.00TMD BudgetExhibit BFY 2013Expenses:MarketingSalesOperationsTotal BudgetAdvertising$60,000.00$60,000.00Public Relations$60,000.00$5,000.00$65,000.00Research$8,000.00$8,000.00Events, Travel & Entertainment$8,000.00$8,000.00Web & Technology$15,000.00$15,000.00$50,000.00$80,000.00Printing & Distribution$60,000.00$60,000.00$20,000.00$140,000.00Dues & Subscriptions$3,000.00$3,000.00Office Supplies$3,000.00$3,000.00$3,000.00$9,000.00Facility & Equipment Rental$14,000.00$153,000.00$88,000.00$255,000.00Personnel - Salaries & Wages$30,000.00$30,000.00$60,000.00Personnel - Commissions$5,000.00$5,000.00Personnel - Taxes & Benefits$4,500.00$4,500.00$9,000.00Professional Fees & Services$40,000.00$20,000.00$60,000.00$120,000.00Utilities$5,000.00$5,000.00Other$5,000.00$5,000.00$10,000.00Total Expenses:$265,000.000.0$303,500.000.0$268,500.000.0$837,000.000.0

&"Helvetica,Regular"&11&PKim:Hire PR FirmKim:Going to other events to research best practices.Kim:Meet with potential sponsors and give presentations.Kim:Making sure website is constantly working.Kim:Making registration page.Kim:Creating website.Kim:Brochures for HotelsKim:Brochures for handing out at events.Kim:Sending flyers to associations mailing lists.Kim:Joining associations.Kim:15% of Salary.Kim:15% of Salary.Kim:See specific breakdown page.Kim:See specific breakdown page.Kim:See specific breakdown page.Kim:Hiring/Taking care of celebrities.Kim:Hiring/taking care of judges.Kim:Hiring consultants.Kim:Misc.Kim:Misc.

Public RelationsMarketingSalesOperationsTotalHire PR Firm$60,000.00$80,000.00Radio Station Ads$5,000.00$10,000.00$60,000.00$80,000.00$5,000.00$10,000.000.00.0$65,000.00$90,000.00

Web & TechnologyMarketingSalesOperationsTotalCreating actual website$15,000.00$20,000.00Making Registration Page$15,000.00$20,000.00Upkeep to keep running$50,000.00$60,000.00$15,000.00$20,000.00$15,000.00$20,000.00$50,000.00$60,000.00$80,000.00$100,000.00

Printing & DistributionMarketingSalesOperationsTotalBrochures for hotels$60,000.00$75,000.00Brochures to hand out at events$60,000.00$75,000.00Sending flyers to Association mailing lists$20,000.00$30,000.00$60,000.00$75,000.00$60,000.00$75,000.00$20,000.00$30,000.00$140,000.00$180,000.00

Facility & Equipment Retal - TaExpenses:SalesMarketingOperationsTotalPermit$2,000.00$5,000.00Health Permit$2,000.00$5,000.00Fencing$5,000.00$10,000.00Traffic Control$8,000.00$10,000.00Security$8,000.00$10,000.00Shuttle$10,000.00$15,000.00Shade & Eating Area$8,000.00$10,000.00Bathroom & Waste$5,000.00$10,000.00Utilities$5,000.00$1,000.00Building of Exhibit:Exhibit$100,000.00$130,000.00Drayage, Set up & Breakdown$50,000.00$60,000.00Hotel (Sales People)$5,000.00$7,000.00Perdium (Sales People)$2,000.00$4,000.00Travel (Sales People)$2,000.00$4,000.00New York Trip$20,000.00$25,000.00Orlando Trip$15,000.00$20,000.00Del Mar Trip$5,000.00$10,000.00Space Rental$3,000.00$5,000.00$153,000.00$205,000.00$14,000.00$25,000.00$88,000.00$111,000.00$255,000.00$341,000.00

&"Helvetica,Regular"&11&P

Professional Fees & ServicesMarketingSalesOperationsTotalConsultants$60,000.00$80,000.00Judges$20,000.00$30,000.00Celebrities$40,000.00$50,000.00$40,000.00$50,000.00$20,000.00$30,000.00$60,000.00$80,000.00$120,000.00$160,000.00

&"Helvetica,Regular"&11&P