DESTINATION SUN VALLEYDESTINATION SUN VALLEY

MONTHLY REPORT JulyMONTHLY REPORT July 2010 2010

TOURISM METRICSTOURISM METRICS JUNE 2010 and Previous 12 months JUNE 2010 and Previous 12 months

• LODGING OCCUPANCYLODGING OCCUPANCY

JUNEJUNE Hotels: 46% Hotels: 46% (vs. 43%)(vs. 43%) Condos: 15% Condos: 15% (vs. 8%)(vs. 8%) Total: 28% Total: 28% (vs. 23%)(vs. 23%)

Average YTD: (Oct-June)Average YTD: (Oct-June)Hotels: 43% (vs. 42%)Hotels: 43% (vs. 42%)Condos: 16% (vs. 14%)Condos: 16% (vs. 14%)Total: 27% (vs. 26%)Total: 27% (vs. 26%)

TOURISM METRICSJUNE 2010 and Previous 12 months

• LODGING ADR LODGING ADR (JUNE)(JUNE) ((Average Daily Rate)Average Daily Rate)

Hotels: $143 (vs. $113) Hotels: $143 (vs. $113) +26% +26%

Condos: $213 (vs. $161) Condos: $213 (vs. $161) + 32%+ 32%

Total: $178 (vs. $137) Total: $178 (vs. $137) + 30%+ 30%

LODGING ADR AVG LODGING ADR AVG YTD:YTD:

Hotels: $134 (vs.$148) -9%Hotels: $134 (vs.$148) -9%

Condos: $208 (vs. $217) - 4%Condos: $208 (vs. $217) - 4%

Total: $157 (vs. $168) -7%Total: $157 (vs. $168) -7%

TOURISM METRICSTOURISM METRICSJULY 2010JULY 2010

VISITOR INQUIRIES/ VISITOR INQUIRIES/ ASSISTANCE: ASSISTANCE:

800 Calls in July: 800 Calls in July:

647 647 (vs. 544) +19%(vs. 544) +19% YTD: 6,347 (vs.7,222) -12%YTD: 6,347 (vs.7,222) -12%

Walk-in Groups in July: Walk-in Groups in July: 1463 (vs. 1309) 1463 (vs. 1309) +12% +12% YTD: 5,171 (vs. 4,765) +9% YTD: 5,171 (vs. 4,765) +9%

Web Visits in July:Web Visits in July: (vs. 14,838) +65%(vs. 14,838) +65% YTD: (vs. 117,779) +12% YTD: (vs. 117,779) +12%

TOURISM METRICSTOURISM METRICSJULY 2010JULY 2010

• Airline Occupancy %Airline Occupancy %July : 53% (vs. 61%)July : 53% (vs. 61%)

YTD: 51% (vs. 49%)YTD: 51% (vs. 49%)

• EnplanementsEnplanementsJuly: 7,350 (vs. 5,811) +26%July: 7,350 (vs. 5,811) +26%

YTD: 39,272(vs. 39,264) 0%YTD: 39,272(vs. 39,264) 0%

TOURISM METRICSTOURISM METRICSSun Valley LOT – THROUGH JUNESun Valley LOT – THROUGH JUNE

LOCAL OPTION TAX LOCAL OPTION TAX

JUNEJUNE (Lodging, Retail, Liquor)(Lodging, Retail, Liquor) SV LODGING:SV LODGING: $32,176 $32,176 (8%)(8%) SV RETAIL:SV RETAIL: $58,265 $58,265 (13%)(13%) SV LIQUOR:SV LIQUOR: $3,781 $3,781 (-45%)(-45%) SV TOTAL : $94,222 SV TOTAL : $94,222 (7%)(7%)

YTD: YTD: SV LODGING:SV LODGING: $258,981 $258,981 (-9%)(-9%) SV RETAIL:SV RETAIL: $368,713 $368,713 (-1%)(-1%) SV LIQUOR:SV LIQUOR: $40,971 $40,971 (-15%)(-15%) SV TOTAL: $668,666 SV TOTAL: $668,666 (-5%)(-5%)

TOURISM METRICSKetchum LOT – THROUGH JUNE

LOCAL OPTION TAXLOCAL OPTION TAX

JUNEJUNE (Lodging, Retail, Liquor)(Lodging, Retail, Liquor) KETCHUM BEDS:KETCHUM BEDS: $7,981 $7,981 (-18%)(-18%) KETCHUM RETAIL:KETCHUM RETAIL: $63,307 (-7 $63,307 (-7%)%) KETCHUM LIQUOR:KETCHUM LIQUOR: $11,955 (-20%) $11,955 (-20%) KETCHUM TOTAL: $83,243 (-10%)KETCHUM TOTAL: $83,243 (-10%)

YTD:YTD: KETCHUM BEDS:KETCHUM BEDS: $80,965 (-13%) $80,965 (-13%) KETCHUM RETAIL:KETCHUM RETAIL: $607,089 (-6%) $607,089 (-6%) KETCHUM LIQUOR:KETCHUM LIQUOR: $116,167 (-3%)$116,167 (-3%) KETCHUM TOTAL: $833,798 (-5%)KETCHUM TOTAL: $833,798 (-5%)

2009/10 - DESTINATION MARKETING2009/10 - DESTINATION MARKETINGBUILDING & SELLING THE BRANDBUILDING & SELLING THE BRAND

GOALSGOALS

Create awareness of Sun Valley area to key target market segmentsCreate awareness of Sun Valley area to key target market segments KEY METRICS:KEY METRICS: Unique web visits: (July) +33% YTD: +35%Unique web visits: (July) +33% YTD: +35% Booking Widget Searches: (July) +24% YTD: +10%Booking Widget Searches: (July) +24% YTD: +10% Social media coverage: (July) FB Fans: 5847 value: $809,107Social media coverage: (July) FB Fans: 5847 value: $809,107

Maintain visitation levels – anticipating a slow economic reboundMaintain visitation levels – anticipating a slow economic rebound KEY METRICS:KEY METRICS: Lodging occupancies (June) 28% vs. 23% in 08/09 YTD: 27% (vs. 26%)Lodging occupancies (June) 28% vs. 23% in 08/09 YTD: 27% (vs. 26%) Lodging ADR: (June) $178 avg +30% - YTD: $157 (-7%)Lodging ADR: (June) $178 avg +30% - YTD: $157 (-7%) SV Local Option Sales Tax: (June) +7% YTD: - 5%SV Local Option Sales Tax: (June) +7% YTD: - 5%

KEY FOCUS AREASKEY FOCUS AREAS Broaden efforts to reach new audiences – younger adults & families. Broaden efforts to reach new audiences – younger adults & families.

Help develop new events to attract and target new visitors Help develop new events to attract and target new visitors

• Expand use of Viral Marketing (Social Media/PR) Expand use of Viral Marketing (Social Media/PR)

• Engage local brand advocates (“Sun Valley Champions”) Engage local brand advocates (“Sun Valley Champions”) • • Expand efforts to solicit Meeting/Group business Expand efforts to solicit Meeting/Group business

• Expand Visitor Marketing ResearchExpand Visitor Marketing Research

SPRING/SUMMER CAMPAIGN

• EVENTS PROMOTION • Regional Newspaper Coop Ad: • Promoting major summer events (circ. 500,000)

throughout ID, OR, UT, WA (This will include 4 month’s of online marketing and a

conversion study to gauge the effectiveness of this program.)

• ibrochure of events Created and continue to update ibrochure of major

summer/fall events that to be utilized by the CVB and other local event organizations on websites.

• End of Summmer/Fall Media Plan:Includes network and cable television in Boise, Idaho Falls, Pocatello and Twin Falls, online google ads, npr radio from 8/9-10/21

• OTHER PROMOTION: Top 10 Scenic Drives Coop Idaho Travel Guide Ad

WEBSITE www.visitsunvalley.comWEBSITE www.visitsunvalley.com

Unique VisitorsUnique Visitors• 19,759 visits 19,759 visits (+33% vs. July 2010)(+33% vs. July 2010)• 33rdrd Quarter 42,625 (+41% vs. 2009) Quarter 42,625 (+41% vs. 2009)• YTD 139,313 YTD 139,313 (+35% vs. YTD 08/09)(+35% vs. YTD 08/09)

Top Visited SectionsTop Visited SectionsHome pageHome page

CalendarCalendar Web SpecialsWeb Specials LodgingLodging Dining & NightlifeDining & Nightlife

0

5000

10000

15000

20000

25000

1 2 3 4 5 6 7 8 9 10 11 12

Unique Visits 09/10Unique Visits 08/09Unique Visit 07/08

July

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2000

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Hom

epage

Web

speci

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#72

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WEBSITE: www.visitsunvalley.comWEBSITE: www.visitsunvalley.com

Top Referring Sites:Top Referring Sites: GoogleGoogle DirectDirect BingBing YahooYahoo Ketchumidaho.orgKetchumidaho.org

Booking Widget Searches:Booking Widget Searches: • July: 2984 July: 2984 (+24%)(+24%)• YTD 19,195 YTD 19,195 (+10%)(+10%)

Site Enhancements:Site Enhancements: New event widget updated with photosNew event widget updated with photos Online maps updatedOnline maps updated

July

Google

Direct

Bing

Yahoo

Ketchum Idaho

Aol

Facebook.com

Search

svrhythmandride.com

gonorthwest.com

EMAIL MARKETINGEMAIL MARKETING

Special Interest & Events Special Interest & Events

36,000 opt-in emails sent re: 36,000 opt-in emails sent re: July Travel TipsJuly Travel Tips Arts & CultureArts & Culture Horizon Air Flight DealsHorizon Air Flight Deals

Total Opt-In Database: 38,870Total Opt-In Database: 38,870

New opt-in since 2009: New opt-in since 2009: 24% increase24% increase

Average Enews Open Rate: Average Enews Open Rate: 16% 16% (Industry average 10-25%)(Industry average 10-25%)

Average Enews Click Through Rate: Average Enews Click Through Rate: 5%5% (Industry average 6-8%)(Industry average 6-8%)

    

                                 

PR: Creating the Buzz & AwarenessPR: Creating the Buzz & Awareness

Print Media Coverage Ad Value: Print Media Coverage Ad Value: $TBD$TBD

Total Circulation:Total Circulation: TBD TBD

Media Hosting:Media Hosting: FAM for FAM for Society of American Travel Society of American Travel

Writers- 8 journalists in JulyWriters- 8 journalists in July HostedHosted roadtrips for families roadtrips for families for the Top 10 for the Top 10

DriveDrive PlanningPlanning press trips for: press trips for: American IronAmerican Iron

HemispheresHemispheres, , justluxe.com,justluxe.com, Estates Estates WestWest

Media Outreach/Assistance:Media Outreach/Assistance: 20 press releases/pitches20 press releases/pitches

•Facebook Fans:Facebook Fans: 58475847

• Twitter Followers:Twitter Followers: 13911391

Posting items daily on FB and Posting items daily on FB and Twitter about Sun ValleyTwitter about Sun Valley

• According to a study released by According to a study released by Syncapse, the average Facebook fan Syncapse, the average Facebook fan is worth is worth $136.38.$136.38.

• This makes our Facebook page worth This makes our Facebook page worth approximately approximately $809,107.$809,107.

• The study also determined that a The study also determined that a person who is a “fan” online has more person who is a “fan” online has more loyalty to the brand, and is more likely loyalty to the brand, and is more likely to recommend the brand to others.to recommend the brand to others.

SOCIAL MEDIA: Creating relationshipsSOCIAL MEDIA: Creating relationships

SALES: Attracting & Assisting Business

.GROUP SALES

Worked with Sun Valley Resort and others on developing bid for 2011-2012 Mountain Bike Championships race in summer 2011 & 2012 that could bring 3,000+ competitors & visitors.

Followed up on bid for International Fly Fishers

Federation Conclave in 2011

Sent meeting / group leads to hotels for upcoming groups.

VISITOR EVENTS: Providing Reasons to VISITOR EVENTS: Providing Reasons to VisitVisit

GOAL: Promote, Create, Support Special Events to Attract Visitors & Showcase Sun Valley.

ACTIONS:Promoted all Sun Valley area events via

website, email, social media, online, public relations.

WORKING ON: Danny Thompson Memorial: Aug - sponsor Wagon Days: Sept 4-6 2011 SV Nordic Festival: 1/29-2/6

VISITOR SERVICES: Community VISITOR SERVICES: Community ConciergeConcierge

• GOAL:GOAL: Ensure our visitors/residents Ensure our visitors/residents get the information they need to plan get the information they need to plan a visit and maximize their experience a visit and maximize their experience while here. while here.

VISITOR ASSISTANCE/PROMOTIONVISITOR ASSISTANCE/PROMOTION Responded to Responded to 647647 info calls info calls Sent Sent 468 468 information packetsinformation packets Assisted Assisted 14631463 visitors/resident groups visitors/resident groups Handled lodging inquiry/referral callsHandled lodging inquiry/referral calls

Distributed weekly Hotel Occupancy Report Distributed weekly Hotel Occupancy Report Updated calendar of events & CVB website dailyUpdated calendar of events & CVB website daily Compiled/sent weekly calendar to businessesCompiled/sent weekly calendar to businesses Posted events/specials on travel websitesPosted events/specials on travel websites Updated 2010 / 2011events for website, brochuresUpdated 2010 / 2011events for website, brochures Updated ibrochure for the websiteUpdated ibrochure for the website Organized rooms, web specials and coupon deals Organized rooms, web specials and coupon deals

for event attendeesfor event attendees

VISITOR CENTER WALK-IN ORIGIN

JULY 2010

AIR & GROUND TRANSPORTATION SUPPORT:AIR & GROUND TRANSPORTATION SUPPORT: Improving Access to Sun ValleyImproving Access to Sun Valley

GOALGOAL:: Improve air & ground Improve air & ground transportation access to Sun Valley transportation access to Sun Valley for visitors and residents. for visitors and residents.

RESULTS/ACCOMPLISHMENTSRESULTS/ACCOMPLISHMENTS• Provide leadership, staff support to non-profit Provide leadership, staff support to non-profit

FLY SUN VALLEY ALLIANCEFLY SUN VALLEY ALLIANCE

• Worked with consultants and SV Resort to Worked with consultants and SV Resort to monitor MRG bookings, review new options monitor MRG bookings, review new options for service for 2010/11for service for 2010/11

• Worked with SV Stages on Boise-SUN shuttle Worked with SV Stages on Boise-SUN shuttle service promotion service promotion