SPORTS 1ST SAN DIEGO

SUCCESSOR TO SAN DIEGO SPORTS COMMISSION

Continuing to Fill the Room Night PipelineTourism Development Through Sports

Tourism Marketing District Presentation

February 13, 2015

SPORTS 1st SAN DIEGO: Transition• November 1, 2014 SDHOC/SDSC Spins-off TMD Contract

& Employees (2) to San Diego Tourism Authority

• FY 2015 TMD Contract Assigned = $329,000/$260,500• San Diego Tourism Authority: First 90 Days of Added

Value• Overhead and Administration – From Staff of 2 to 72, plus, plus• SDTA Marketing & Sales Support - $53K Value• Integrated Website - $25K Value• Specialty Advertising/Media - $12K Value• Ad Creative Development, Media Planning & Buying - $11K Value• Social Media Output - $ 5K Value• Site Visitation Support To Come• Integrated PR Support To Come

Sports Tourism: Filling the Pipeline• Over 200,000 Sports Tourism Room Nights Annually• 43 Events = 29 Returning + 14 New (FY 2015)• Over 114,000 Room Nights Separately Funded• Plus:• 42,150 Historical Room Nights• 50,400 Room Nights Added Into the Pipeline for Future Years• 25,600 New Room Nights (For-the-year-in-the-year)

• ROI Scenarios:• A. 42,150 + 25,600 + 50,400 = 118,150 Room Nights 43.3 : 1• B. 50,300 + 25,600 = 76,000 Room Nights 27.9 : 1• C. 25,600 = 9.38 : 1

Sports Tourism: Beyond ROI

• Geographic Distribution• Over 80% for Sports Tourism Room Nights are Consumed

Outside of the Downtown Core, Directly Impacting Sub-regions.

• Consumption Occurs Across a Broad Product Mix.

• Strategic Timing• More Than 77% of Annual Sports Tourism Room Nights

are Consumed Outside of Peak Demand Period (Q3).• Events Can Be a Valuable Incremental Addition to Holiday

Weekends, and Fringe Demand Periods.• Many Events in Transient Low Demand Periods.

Sports Tourism: Two Track StrategyTwo Track Strategy for Long-term (40 year) Impact

• Track One: Current Hotel Meeting Sales Model• 50K Room Nights of Repeat/Traditional Business

• Surf Cup, Fastpitch Softball , USTA Girls 16-18, Elite Soccer• 20K Room Nights New Business

• Indi Hoop Middle School Basketball, Adrenaline Lacrosse,

Track Two: Major Event Cultivation (Convention Booking Model)• Add 35K to 70K Room Nights Annually• Comprehensive Bid Package Required

• CONNECT Sports Marketplace (6K)• USA Taekwondo National Championships (12K)• North American Chinese Invitational Volleyball (4K)• Quidditch National Cup (5K)• Copa America Centario (30K)

Sports Tourism: Sales & Marketing• Sports Events & Meetings: Direct Expenses

• A1.2 Personnel Salaries, Wages, Benefits = $271,342

• A1.2 Outbound Sales Development = $ 69,340

• A1.2 Inbound Sales Development = $ 31,860

• A1.2 Dues, Subscriptions & Memberships = $ 1,500

• A1.4 Group Meeting Direct Marketing = $ 25,000• TOTAL = $399,042

• Major Event Competitive Bid Package Support• Fill Room Night Pipeline with Future Major Events

• Rights Fees, Venue Subsidy, Municipal Fees, Local Mgr.

• Opportunity/Catastrophe Set-aside for Negotiations

• Provides for a Proactive Sales Approach/Multi-year Goal

• Becomes a Future Expense Upon Going Definite

Sports Tourism: Long-term Success

• Elite Soccer National Championships • June 2016 10,000 Room Nights

• Elite Soccer National Championships• June 2017 12,000 Room Nights

• Breeders' Cup Thoroughbred Championships• November 2017 20,000 Room Nights

• NCAA Men's Basketball Tournament Rounds 2 & 3• March 2018 4,000 Room Nights

• National Association of Sports Commissions• April 2019 2,500 Room Nights (Event Rights Holders)