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Marin Convention & Visitors Bureau - Program of Work 2016

1 Mitchell Blvd., Suite B San Rafael, CA 94903visitMarin.org

2016 Annual ReportMarin Convention &

Visitors Bureau


Overview Pages 5-11 * Branding Marin County* Travel Summary* 2016 Year to Date Highlights* 2017 Year Objectives* MCVB Sustainability Policy

Financials Pages 12-21* Financial Summary* Balance Sheet January through December 2016* Profit & Loss Sheet January through December 2016* Income/Expense Summaries * Statistics and Trends of Hotel Business by CBRE HOTELS * BID Collection Graph & Statistical Reporting* 2016 Market Mix Trends - PKF

Statistical Information Pages 22-25* Marin’s National Parks * Marin Film Permits* Website Visits* Instagram Growth on Social Media

Board of Directors 6

Summary and Staff Page 27

Table of Contents

Introductory Letter to Gabriella Calicchio

Marin Convention & Visitors Bureau Positioning Statement


January 15, 2017

Ms. Gabriella Calicchio, DirectorDepartment of Cultural and Visitor ServicesCounty of Marin20 Avenue of the FlagsSan Rafael, CA 94903

Dear Gabriella,

We are submitting the 2016 Marin Convention & Visitors Bureau Program of Work for your review. Included in this information are highlights year to date as well as goals and objectives for 2017.

Travel to California remained strong for 2016. Domestic travel and the drive market segment focused their destination on the Greater Bay Area. Culinary/Agritourism activities, and newly established arts and culture attractions continued to grow in popularity for visitors in the County. Interest in commercial film production also saw a marked increase from prevoious years. Individuals visiting the area looked to Marin for the unique experiences it has to offer.

The Marin Convention & Visitors Bureau appreciates your support as well as the Marin County Board of Supervisors and the staff at the Marin Civic Center. We enjoy working on collaborative projects and look forward to continuing this partnership as we move forward.

Yours truly,

Mark EssmanMark L. EssmanPresident, CEOMarin Convention & Visitors Bureau


OVERVIEW

In May of 2004, the Marin Convention & Visitors Bureau (MCVB) was created out of a one percent self-assessment of lodging properties within the Marin County Business Improvement District (BID). The MCVB represents seven communities, plus a variety of lodging members from Coastal Marin/Point Reyes, totaling 36 lodging properties and 2,300 guest rooms.

MISSION STATEMENT

To develop a sustainable visitor base to Marin County, enhance the local economies, and protect the natural resources through responsible promotion.

POSITIONING STATEMENT

Marin County is ideally located in the North Bay Area directly between San Francisco and the world famous wine regions of Sonoma County and the Napa Valley.

Offering an affordable alternative to the city of San Francisco, yet only 30 minutes from the Wine Country, Marin County offers a central vantage point from which visitors can explore the entire San Francisco Bay Area as well as discover the natural beauty this diverse region provides.

Marin County has over 70 miles of ocean coastline and 40 miles of bay shoreline. Eighty percent of Marin County’s land is unincorporated, dedicated to park land, open space, and agricultural land. This open space provides visitors with outstanding recreational opportunities such as hiking, mountain and road biking, golfing, fishing, sailing, and even bird and whale watching.

An area as diverse as its natural landscape, Marin County offers the visitor world-class arts and cultural events, unique shopping and dining experiences, all in a centralized location in the greater bay area.


DESCRIPTIVE BRANDING STATEMENT

“Marin, just a little out there.”

DEFINITIVE BRANDING ANTHEM

It’s different here. And not by accident.

Marin County is just a little out there. As in, one famous bridge away from San Francisco. And right next door to the vineyards of Napa and Sonoma. Closer than you could ever imagine to everything that’s unique in this clever corner of California.

There’s hang gliding and kayaking. Fresh, sustainable agriculture. The pinnacle of luxury and the world’s finest wines. All here in this special place. The home of holistic artists and goat cheese artisans. The birthplace of mountain biking and Obi Wan Kenobi. The natural habitat of those grateful for nature and of the Grateful Dead.

Samples of Brand Tag Lines:

• Everyone has a place that’s a natural fit. Even nature.• You’ll love who you are when you’re here.• A playground for your soul.• Where nature goes to relax.

The Marin Convention & Visitors Bureau promotes the Marin brand in a variety of on-going marketing programs to promote the uniqueness, sustainability, natural beauty, and accessibility of Marin County to visitors and international guests. In addition the MCVB also works as a local resource for visitor information throughout the region.


2016 ~ Marin County Travel Summary

The highlight of the 2016 travel season in Marin was the celebratio of the National Park Service’s 100th Anniversary in August. Of the 100 most visited National Parks in the United States, Marin County hosts three of these destinations: Golden Gate Recreation Area, Muir Woods National Monument, and Point Reyes National Seashore.

Hotel room rates and especially Average Daily Rate (ADR), as well as Revenue Per Room (Rev-PAR) experienced an increase of over five percent increase, placing Marin County in the top five Counties of the Greater Bay Area for visitor increased visitor spending. The business travel mar-ket has rebounded well since the decline in 2009. Marin County also experienced and increase in in-ternational travel with the number of visitors in San Francisco exploring the north half of the Bay Area.

The Marin Convention and Visitors Bureau (MCVB) continues to diversify its message and delivery with the Millennial Traveler by the social media net-work. Travelers to Marin and travelers in general want access to instant visitor information, specials and promotions offered by the hospitality industry. Marin County businesses took a responsive interest to provide “real world” information to capture a traveler that has nearly unlimited opportuities to choose a destination. Social media technology allows even smaller markets, such as Marin County, to compete on a more even playing field with much larger Destination Management Organizations.

The industry trend for year 2017 and beyond will be primarily video and digital based as opposed to static ads. The MCVB currently has a substancial image library. Plans for the coming year in-clude increasing all video content, video production, and digital imaging to assist and educate travelers to Marin County.


2016 ~ Year-To-Date Highlights

2016 First Quarter Ending March 31st• Commenced paid partnership with Cvent; ranked top booking tool for meeting planners• Participated in appointment trade show at Travel Exchange, Natl Tour Assoc., Atlanta, GA • Active participant in appointment trade show at Go West Summit, Anchorage, AL • Listened to National Park Service quarterly meetings on Muir Woods reservation updates• Attended Visitor Industry & Marketing Conference, San Francisco, CA• Partnered with Marin County Hoteliers at MPI NCC (Meeting Professionals International) Annual Conference and Expo, San Francisco, CA• Created relationship and coordinated visit for Visit California’s “DreamEater”

• Co-sponsored Canadian travel writer, Michael McCarthy, with Visit California at Nick’s Cove• Furnished visitor training to staff at Marin French Cheese Company• Attended Visit California Outlook, San Francisco, CA• Started Farmer Profile video interviews for Culinary Marin website• Exhibited at the MPI SSN Annual Trade show, Sacramento, CA• Began promoting Corte Madera’s Centennial Anniversary events• Finished Culinary Marin’s Chef Profile interview and video with celebrity chef, Joanne Weir 2016 Second Quarter ending June 30th• Participated in appointment trade show Destination California, San Francisco, CA • Exhibited at Association of Film Commissioners International (AFCI) trade show, Burbank, CA• Partnered with Matador Network to produce “Marin from the Air” video• Sponsored/Attended Emmy Awards for Bay Area news shows, local programing, and producers• Exhibited at San Francisco SGMP, and Sacramento SGMP Joint Education and Trade Show• Co-sponsored LGBT wedding writer, Andrew Collins, with Visit California at Nick’s Cove• Attended SGMP National Education Conference, San Diego, CA• Collaborated with City of San Rafael and MCVB partners to sponsor The Great Race• Attended and exhibited at the Film in California Conference, Studio City, CA • Co-sponsored Visit California - Australian Culinary Mega FAM• Launched “Visitmarin” Snapchat for social media• Marin Teen Girl Conference, donated Marin County items for conference• Marin Tour for Lesley Carter, Visit California travel writer/Blogger/Bucket List Publications• Co-sponsored Top Influencer Mr. Scott Eddy FAM with Visit Califormia


2016 ~ Year-To-Date Highlights

2016 Second Quarter ending June 30th (Continued)

• Co-sponsored with San Francisco travel to host Marin County FAM and farm tour for local corporate and biotech meeting planners• Furnished Marin County Visitor Presentation to Event Professionals at Benzinger Winery, Glen Ellen, CA• Paramount/Netflix production begins filming Thirteen Reasons Why in San Rafael and other areas of Marin County• Participated in appointment trade show at USTA IPW, and sponsored Marin Center staff to attend media appointments during show to promote World Heritage Site nomination, New Orleans, LA

2016 Third Quarter Ending September 30th• Attended National Park Service Anniversary Celebration at Cavallo Lodge• Participated in appointment trade show Collaborate Marketplace, Grapevine, TX• Sponsored Marin County Fair app• Collaborated with Matador Network to produce “Girls Weekend in Marin” video • Attended Smith Travel Research Conference, Nashville, TN • Hosted travel agents and media FAM from Korea with Visit California • Participated in appointment trade show at Small Market Meetings, Huntsville, AL

2016 Fourth Quarter Ending December 31st• Sponsored Mill Valley Film Festival’s Film Maker Party for festival VIPs and MCVB guests• Co-hosted Marin Tour travel writer Julie Bielenberg, Colorado’s #1 Agri-tourism writer• Attended Advisory Planning meeting with UC Davis for 2017 Agritourism Summit• Participated in regional trade show, CalSAE Seasonal Spectacular, Sacramento, CA• Attended Association of Film Commissioners International (AFCI) Cineposium, Atlanta, GA• Doubled VisitMarin Instagram account since beginning of year• Commenced design work on new MCVB website• Started planning the 2017 “Summer of Love” project • Development of new Marin Maps are underway• Began early compilation of Marin County location images for a new 2017 film library


2017 OBJECTIVES

It is the mission of the Marin County Visitors Bureau to develop a sustainable visitor base to Marin County and enhance the local economies while protecting our natural

resources through responsible promotion

Objectives, Strategies and Implementations

1. Objective ~ Continue to increase lodging occupancy and visitor knowledge of Marin County Strategy:

• Direct all inquiries and visitor traffic through website whenever possible

• Constantly provide fresh and adaptive information to the changing travel market

• Expand coordinated programs to promote Marin’s tourism through Family Travel / Mommy Bloggers / Drive Markets / Social Media campaign for Millennials

• Provide real time opportunities for visitors via the Marin app

• Increase use of local guest bloggers for shared resources

• Leverage video inventory by developing five new interactive promotions on Marin County

• Finish complete design and software upgrades to visitmarin.org by Spring 2017

• Participate in local and domestic trade shows to increase group business and leisure travel 2. Objective ~ Expansion of digital and mobile social platforms Strategy:

• Conduct an online social media advertising campaign including Instagram, Facebook, Snapchat and Twitter to increase website traffic

• Increase travel content to mobile app; which in turn brings more website traffic to visitMarin.org

• Continue to increase iMap software database on Marin County to allow potential visitors to develop customized travel itineraries and directions to Marin attractions • Expand functionality of our website to meet needs of latest technology for mobile responsive design (smart phones and tablets)

• Increase digital and social media presence through additional campaigns on Marin County


Objectives, Strategies and Implementations (Continued) 3. Objective ~ Co-promote the “Summer of Love” event with local and regional partners throughout the County of Marin and beyond Strategy:

• Develop dedicated webpage within visitMarin.org for “Summer of Love” campaign

• Establish co-promotion opportunities with current lodging and non-lodging members that highlight themes, activities and other special events

• Expand and highlight Marin’s Calendar of Events

• Expand our continued support with Art & Culture organizations, including Marin Center to promote special events

• Sponsor the Marin County Fair’s “Let the Funshine In” on all levels - Art & Culture

• Incorporate all related events in Marin’s social media programs throughout the year

4. Objective ~ Increase and facilitate Film, TV, Commercial and new media projects taking place within Marin County Strategy:

• Expand working partnership with Mill Valley Film Festival to generate more overnight stays in Marin hotels

• Develop and expand new software program for web-based location listings via Reel-Scout.com

• Continue to build and nurture local partnerships and alliances with California film commissioners, producers, production studios, and location scouts • Work closely with film partners to organize and host film related meetings and tours in Marin County

• Develop a film based e-newsletter directed to qualified film industry contacts; newsletter will focus on Marin’s film activity, permitting information and location resources


Financial Summary

The operations of the Marin Convention & Visitors Bureau (MCVB) are based on a calendar year, January 1st to December 31st.

The County of Marin collects the self-assessments from the participating BID communities on behalf of the Marin Tourism BID. Once the monies are collected by the County they are thendistributed quarterly to the MCVB. The timeline for collection, submission, and distribution of funds by the County may include a waiting period.

The yearly financial information contained within this report reflects income received from January 1st - December 31st 2016.


Dec 31, 16

ASSETSCurrent Assets

Checking/Savings1000 · Bank

1002 · Membership Money Market Acct. 155,030.341004 · Operations Reserve Acct 1,170,129.501005 · Petty Cash 200.001007 · Cash Drawer Visitors Center 100.001008 · Operation BID Checking 67,740.63

Total 1000 · Bank 1,393,200.47

Total Checking/Savings 1,393,200.47

Accounts Receivable1110 · Accounts receivable 363,945.90

Total Accounts Receivable 363,945.90

Other Current Assets1150 · Inventory West Marin 2,038.441200 · Office Security Deposit 3,400.001220 · Security Deposit - Visitors Ctr 1,500.001300 · Tenant Improvements 2,000.00

Total Other Current Assets 8,938.44

Total Current Assets 1,766,084.81

Fixed Assets1051 · Computer Systems

1052 · Accum Deprec. - Computers -27,030.971051 · Computer Systems - Other 33,461.76

Total 1051 · Computer Systems 6,430.79

1055 · Furniture & Fixtures1056 · Accum Depreciation - F & F -19,336.091055 · Furniture & Fixtures - Other 22,781.26

Total 1055 · Furniture & Fixtures 3,445.17

1058 · Company Sign1059 · Accum Deprec. - Co. Sign -9,332.031058 · Company Sign - Other 9,332.03

Total 1058 · Company Sign 0.00

1060 · Sign for West Marin Center1061 · Accum Deprec. for WM Sign -2,478.471060 · Sign for West Marin Center - Other 3,200.00

Total 1060 · Sign for West Marin Center 721.53

1064 · Equipment1065 · Accum Deprec. - Equipment -5,784.751066 · Telephone Equipment 5,173.961067 · Camera 1,574.99

Total 1064 · Equipment 964.20

Total Fixed Assets 11,561.69

TOTAL ASSETS 1,777,646.50

7:33 PM Marin Convention & Visitors Bureau01/15/17 Balance SheetAccrual Basis As of December 31, 2016

Page 1


Continued from previous page

Dec 31, 16

LIABILITIES & EQUITYLiabilities

Current LiabilitiesOther Current Liabilities

2100 · Payroll Liabilities2103 · Vacation Payable 30,751.282100 · Payroll Liabilities - Other 93.60

Total 2100 · Payroll Liabilities 30,844.88

2118 · Sales Tax Due 23.12

Total Other Current Liabilities 30,868.00

Total Current Liabilities 30,868.00

Total Liabilities 30,868.00

Equity3010 · Unrestrict (retained earnings) 1,130,998.62Net Income 615,779.88

Total Equity 1,746,778.50

TOTAL LIABILITIES & EQUITY 1,777,646.50

7:33 PM Marin Convention & Visitors Bureau01/15/17 Balance SheetAccrual Basis As of December 31, 2016

Page 2


7:13 PM 01/15/17 Accrual Basis

Marin Convention & Visitors Bureau Profit & Loss Budget Performance

December 2016

Page 1 of 3

Actual Jan - Dec 16 Annual Budget Variance

Ordinary Income/Expense

Income

3500 · BID Revenue (Quarterly) 1,970,509.60 1,418,433.00 552,076.60

3600 · Gift Shop Income

3605 · Gift Shop Sales 260.21 700.00 -439.79

Total 3600 · Gift Shop Income 260.21 700.00 -439.79

3700 · Membership Income

3705 · Membership Dues 11,475.00 13,354.00 -1,879.00

Total 3700 · Membership Income 11,475.00 13,354.00 -1,879.00

3750 · Reservation Commissions 59.21 108.00 -48.79

3800 · WMVB Monthly BID 42,100.33 35,000.00 7,100.33

Total Income 2,024,404.35 1,467,595.00 556,809.35

Cost of Goods Sold

3900 · Cost of Good Sold

3910 · Consigment Sales 73.50 250.00 -176.50

3915 · Maps 0.00 250.00 -250.00

3925 · Postcards 0.00 100.00 -100.00

3927 · Visitors Center Merchandise 367.16 300.00 67.16

Total 3900 · Cost of Good Sold 440.66 900.00 -459.34

Total COGS 440.66 900.00 -459.34

Gross Profit 2,023,963.69 1,466,695.00 557,268.69

Expense

4000 · General & Administration

4001 · Admin. Fees - County of Marin 14,778.82 10,638.00 4,140.82

4002 · Bank Charges 490.00 425.00 65.00

4003 · Computer Supplies/Services 4,684.51 10,056.00 -5,371.49

4004 · Dues and Subscriptions 3,969.61 3,300.00 669.61

4005 · Other Office Expense 4,041.02 5,340.00 -1,298.98

4006 · Office Supplies 1,593.10 2,100.00 -506.90

4007 · Telephone 4,061.08 4,200.00 -138.92

4008 · Office Cleaning/ Repairs/Maint. 1,820.00 2,268.00 -448.00

4009 · Miscellaneous 200.00 300.00 -100.00

4010 · Postage 1,125.83 1,500.00 -374.17

4011 · Finance Charges 115.62 100.00 15.62

4012 · Credit Card Fees 332.73 700.00 -367.27

4020 · Insurance

4025 · General Liability 4,326.23 5,300.00 -973.77

4026 · Directors & Officers Insurance 1,484.00 2,300.00 -816.00

4027 · Employment Practices Liability 0.00 450.00 -450.00

Total 4020 · Insurance 5,810.23 8,050.00 -2,239.77

4030 · Professional Fees

4031 · Accounting Fees 8,525.00 26,000.00 -17,475.00




December 2016

Page 2 of 3


4032 · Legal Fees 5,899.80 12,000.00 -6,100.20

4033 · Computer Consultant 200.00 2,675.00 -2,475.00

4034 · Outside Consultants 0.00 6,500.00 -6,500.00

Total 4030 · Professional Fees 14,624.80 47,175.00 -32,550.20

Total 4000 · General & Administration 57,647.35 96,152.00 -38,504.65

4200 · Employee Expenses

Employee Wages 437,207.72 442,868.00 -5,660.28

4207 · Employee Benefits 44,517.73 44,075.00 442.73

4208 · Payroll Taxes (Co. Paid) 37,121.18 42,000.00 -4,878.82

4209 · Payroll Service Fee 552.58 580.00 -27.42

4212 · SIMPLE IRA Employer Match 8,828.84 11,912.40 -3,083.56

4217 · President Accrued Vacation 3,494.76 14,500.00 -11,005.24

4218 · Staff Vacation Accrued Expense 1,914.41 8,000.00 -6,085.59

4220 · Worker's Comp Insurance 3,060.00 4,152.00 -1,092.00

Total 4200 · Employee Expenses 536,697.22 568,087.40 -31,390.18

4500 · Direct Promotions

4502 · Advertising 239,141.81 295,000.00 -55,858.19

4503 · Direct Marketing 144,915.11 120,000.00 24,915.11

4505 · Fulfillment Postage 528.80 1,060.00 -531.20

4506 · Printed Material/Collateral 86,803.17 44,000.00 42,803.17

4507 · Promotional Items/Gifts 22,142.39 12,000.00 10,142.39

4508 · FAM & Press 32,289.88 17,125.00 15,164.88

4509 · Community Development 14,051.61 12,000.00 2,051.61

4511 · Association Dues 19,748.44 22,000.00 -2,251.56

4512 · Membership Recruitment 9,853.25 12,500.00 -2,646.75

4513 · Professional Development 3,542.00 11,000.00 -7,458.00

4514 · Tradeshows 39,015.07 42,000.00 -2,984.93

4515 · Travel

4516 · Lodging 20,487.98 18,151.00 2,336.98

4517 · Meals & Entertainment 11,542.35 12,050.00 -507.65

4518 · Travel (Mileage, Toll, Parking) 13,297.05 16,400.00 -3,102.95

Total 4515 · Travel 45,327.38 46,601.00 -1,273.62

4519 · Support Materials 250.00 1,250.00 -1,000.00

4521 · West Marin Advertising 29,909.28 19,284.00 10,625.28

4522 · Marin Visitors Center West 15,241.67 16,447.00 -1,205.33

4550 · Website 46,287.14 31,800.00 14,487.14

Total 4500 · Direct Promotions 749,047.00 704,067.00 44,980.00

4700 · Leases

4705 · Equipment Lease 4,153.09 4,900.00 -746.91

4710 · Office Lease 54,247.20 49,935.00 4,312.20

Total 4700 · Leases 58,400.29 54,835.00 3,565.29

4800 · Utilities




December 2016

Page 3 of 3


4810 · Garbage 1,206.55 1,300.00 -93.45

Total 4800 · Utilities 1,206.55 1,300.00 -93.45

Total Expense 1,402,998.41 1,424,441.40 -21,442.99

Net Ordinary Income 620,965.28 42,253.60 578,711.68

Other Income/Expense

Other Income

6000 · Other Income

6001 · Interest Income 81.01 230.00 -148.99

Total 6000 · Other Income 81.01 230.00 -148.99

Total Other Income 81.01 230.00 -148.99

Other Expense

6500 · Other Expense

6505 · Depreciation 5,256.41 7,308.00 -2,051.59

6511 · State Taxes 10.00 10.00 0.00

Total 6500 · Other Expense 5,266.41 7,318.00 -2,051.59

Total Other Expense 5,266.41 7,318.00 -2,051.59

Net Other Income -5,185.40 -7,088.00 1,902.60Net Income 615,779.88 35,165.60 580,614.28


Income and Expense by MonthJanuary through December 2016

IncomeExpense

0

100

200

300

400

500

600

700$ in 1,000's

Jan16Feb16

Mar16Apr16

May16Jun16

Jul16Aug16

Sep16Oct16

Nov16Dec16

Income SummaryJanuary through December 2016

By Account

97.33%3500 · BID Revenue (Quarterly)2.083800 · WMVB Monthly BID0.573700 · Membership Income0.013600 · Gift Shop Income0.016000 · Other Income0.013750 · Reservation Commissions

$2,024,485.36Total

By Account


Income and Expense by MonthJanuary through December 2016

IncomeExpense

0

100

200

300

400

500

600

700$ in 1,000's

Jan16Feb16

Mar16Apr16

May16Jun16

Jul16Aug16

Sep16Oct16

Nov16Dec16

Expense SummaryJanuary through December 2016

By Account

53.17%4500 · Direct Promotions38.104200 · Employee Expenses

4.154700 · Leases4.094000 · General & Administration0.376500 · Other Expense0.094800 · Utilities0.033900 · Cost of Good Sold

$1,408,705.48Total

By Account


BID Collections via

Two Percent Tourism Assessment 2016, 2015 and 2014 YTD Comparison

BID Collections 2016 First QTR 2016 Second QTR Third QTR Fourth QTR Total for 2016$549,487.94 $268,326.31 $620,622.18 $362,895.90 $1,801,332.33



Smith Travel Research Trend ReportRoom Revenue for

MCVB HotelsIncrease from Previous Year

2016 YTD* $84,723,301.00 4.9%

2015 YTD $93,221,702.00 11.8%

2014 YTD $82,078,201.00 14.0%

*YTD through November


Content

2016 2015 VARIANCEMarin County

$142.28 $131.46 8.2%

Overall Average for No CA*

$166.94 $159.25 4.8%

STATISTICS AND TRENDS OF HOTEL/MOTEL BUSINESS FOR NORTHERN CALIFORNIA

TEN MONTHS ENDING OCTOBER 2016REV PAR

Revenue Per Available Room

N

2016 2015 VARIANCEMarin County %

84.5% 82.9% 2.0%

Overall % Average for No CA*

82.0% 82.3% -0.4%

Occupancy Percent

Marin County RevPAR Overall Average for No CA

Marin County % Overall % Average for No CA*

*Includes: All Marin Convention & Visitor Bureau BID Hotels excluding Sausalito and Tiburon. Source: CBRE HOTELS


TRENDS® is compiled and produced by CBRE Hotels, Consulting. Readers are advised that CBRE Hotels, Consulting does not represent the data contained herein to be definitive. Neither should the contents of this publication be construed as a recommendation of policies or actions. Quotation and reproduction of this material are permitted with credit to CBRE Hotels.

Page 6

STATISTICS AND TRENDS OF HOTEL-MOTEL BUSINESSNORTHERN CALIFORNIA MONTHLY TRENDS

TEN MONTHS ENDED OCTOBER

REPORT OF ROOMS BUSINESS BY LOCATION

AVERAGE DAILY ROOM RATE OCCUPANCY PERCENT REVENUE PER AVAILABLE ROOM2016 2015 VAR 2016 2015 VAR 2016 2015 VAR

CA0000SAN FRANCISCO $285.76 $277.09 3.1% 89.1% 88.2% 1.0% $254.63 $244.42 4.2%CA0010SAN FRANCISCO AIRPORT 203.63 193.41 5.3% 86.3% 87.6% -1.6% 175.64 169.49 3.6%CA0020SAN JOSE/PENINSULA 209.85 195.95 7.1% 81.8% 83.9% -2.4% 171.76 164.35 4.5%CA0030OAKLAND/EAST BAY 151.39 137.69 9.9% 81.5% 83.0% -1.9% 123.31 114.34 7.8%CA0040MONTEREY/CARMEL 323.64 316.21 2.3% 77.1% 77.6% -0.6% 249.69 245.30 1.8%CA0050CENTRAL VALLEY 89.42 84.68 5.6% 74.1% 73.4% 1.0% 66.27 62.13 6.7%CA0060SACRAMENTO 118.92 111.53 6.6% 76.4% 77.5% -1.4% 90.89 86.42 5.2%CA0070MARIN COUNTY 168.32 158.59 6.1% 84.5% 82.9% 2.0% 142.28 131.46 8.2%CA0075NAPA COUNTY 270.56 262.73 3.0% 78.3% 79.6% -1.7% 211.77 209.25 1.2%CA0078SONOMA COUNTY 175.00 163.29 7.2% 80.5% 82.2% -2.1% 140.81 134.23 4.9%CA0080OTHER NORTHERN CALIFORNIA 97.42 91.75 6.2% 72.5% 71.3% 1.8% 70.64 65.38 8.0%

OVERALL AVERAGE $203.61 $193.39 5.3% 82.0% 82.3% -0.4% $166.94 $159.25 4.8%

REPORT OF ROOMS BUSINESS BY AVERAGE DAILY RATE


1 OVER $175.00 $256.97 $245.77 4.6% 85.6% 85.8% -0.2% $219.86 $210.78 4.3%2 $125.00 TO $175.00 145.10 135.72 6.9% 80.0% 80.8% -0.9% 116.13 109.61 6.0%3 $75.00 TO $125.00 97.86 92.66 5.6% 77.9% 79.2% -1.5% 76.27 73.34 4.0%4 UNDER $75.00 59.14 55.24 7.1% 69.0% 69.0% 0.0% 40.78 38.09 7.0%

OVERALL AVERAGE $203.61 $193.39 5.3% 82.0% 82.3% -0.4% $166.94 $159.25 4.8%

REPORT OF ROOMS BUSINESS BY SIZE OF PROPERTY


1 OVER 400 ROOMS $257.16 $244.75 5.1% 86.6% 87.4% -0.9% $222.80 $213.94 4.1%2 250 TO 400 ROOMS 250.27 237.98 5.2% 85.3% 84.4% 1.0% 213.46 200.96 6.2%3 150 TO 250 ROOMS 201.53 189.86 6.1% 81.2% 82.4% -1.5% 163.57 156.45 4.6%4 UNDER 150 ROOMS 133.40 126.19 5.7% 77.3% 77.5% -0.3% 103.09 97.76 5.4%

OVERALL AVERAGE $203.61 $193.39 5.3% 82.0% 82.3% -0.4% $166.94 $159.25 4.8%

SOURCE: CBRE HOTELS, CONSULTING

TRENDS® is compiled and produced by CBRE Hotels. Readers are advised that CBRE Hotels does not represent the datacontained herein to be definitive. Neither should the contents of this publication be construed as a recommendation of policiesor actions. Quotation and reproduction of this material are permitted with credit to CBRE Hotels.


TRENDS® is compiled and produced by CBRE Hotels, Consulting. Readers are advised that CBRE Hotels, Consulting does not represent the data contained herein to be definitive. Neither should the contents of this publication be construed as a recommendation of policies or actions. Quotation and reproduction of this material are permitted with credit to CBRE Hotels.

Page 8

MARKET MIX – OCTOBER 2016

Group 25.7%

Other 5.1%

Commercial 32.4%

Leisure 36.8%

Group 27.0%

Other 9.4% Commercial

31.6%

Leisure 32.1%

Group 24.3%

Other 0.6%

Commercial 33.2%

Leisure 41.9%

San Francisco

Northern California (not including S.F.)

Northern California (overall)


MARIN’S NATIONAL PARKS: 100 YEAR CELEBRATION

Muir Woods GGNRA - MarinGGNRA Backcountry Camping and Campgrounds Point Reyes National SeashorePt Reyes Backcountry Camping and Campgrounds

Primary Destinations Muir Woods GGNRA - Marin

GGNRA Backcountry Camping and Campgrounds

Point Reyes National

Seashore

Pt Reyes Backcountry Camping and Campgrounds

YTD 2016 889,471 4,138,791 5,295 2,132,033 39,647

2015 1,099,923 4,709,769 6,449 2,526,894 58,900

Source: National Park Service Online Monthly Reports for Public Use


Year State Parks National Parks Marin Cities County of Marin

2015 54 92 42 67

2014 50 114 61 35

2013 34 93 51 15

FILMMARIN.ORG -FILM PERMITS ISSUED IN MARIN

State Parks National Parks Marin Cities County of Marin

Source: California Film Commission, National Park Service, County of Marin, and City Managers


Age 18-24 25-34 35-44 45-54 55-64 65+

2016 14,325 31,517 29,517 24,192 22,003 14,588

2015 4,635 11,435 11,337 9,301 8,635 5,639

WEBSITE VISITS TO VISITMARIN BY AGE

2016 2015

Source: Google Analytics by Marin Convention and Visitors BureauSource: Google Analytics


January February March April May June July August Sept October November December

2016 5,376 5,698 5,971 6,407 6,854 7,470 7,887 8,312 9,901 9,901 10,660 11,560

VISITMARIN.ORG INSTAGRAM GROWTH

4th Quarter #s 1st Quarter #s 2nd Quarter #s 3rd Quarter #s

Source: Google Analytics


2016 Executive Committee Robert Marshall Chair InnMarin

Mark Vinsko Vice-ChairMarin Suites Hotel, General Manager

Michael Bates TreasurerAd.Infin.Item, Owner/CEO

Michelle Duffy SecretaryBest Western Novato Oaks Inn

Susan Cunningham Past ChairMountain Home Inn, Owner/Proprietor

2016 Board Members

Bill Blackburn Blackburn Hospitatlity Consulting

Frank BorodicInn at Roundstone, Owner/Proprietor

Gabriella Calicchio Deptartment of Cultural Services Susan CunninghamRomantic Places

Karl DanneckerCorporate Media Systems, Owner

Lynne DevereuxButter Communications, PR/Marketing

Dena GruntNick’s Cove, General Manager

Tim HowardCourtyard by Marriott

David Hughes Marin Airporter, Owner/Proprietor

Marcus Lee An Affair to Remember, Owner/Proprietor

Shannon Lovelace-WhiteAgrigultural Insitutute of Marin

Sam Pahlavan Courtyard by Marriott Larkspur, General Manager

Michael RiosEmbassy Suites Hotel, General Manager

Marty RubinoBig Cat Advertising, Owner/Proprietor

Gary StymusBest Western Corte Madera Inn

Pat SorberPeacock Gap Golf, General Manager

Mark VinskoMarin Suites Hotels

Joanne WebsterSan Rafael Chamber, CEO


SUMMARY

The MCVB will continue to promote and market Marin County with special emphasis on interactive and social media applications to attract a new clientele of visitor to Marin County in the future.

Should you have any questions regarding the Marin Convention & Visitors Bureau 2016 Program of Work, please feel free to contact any of the following MCVB Personnel via e-mail or phone:

Mark L. Essman - President/CEO [email protected]

Gina Marr-Hiemstra - Vice President [email protected]

Christine Bohlke - Sales & Marketing Director [email protected]

Deborah Albre - Creative Services / Film Liaison [email protected]

Anuschka Schneider - Marketing Specialist [email protected] Jude Vasconcellos - Marin VCW Coordinator [email protected]

Phone: 415-925-2060 Fax: 415-925-2063 [email protected]

Thank you for your continued support!

visitMarin.org

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