Annual Report2017 Year In Review

1-800-263-7272caaniagara.ca

Thorold - Head Office3271 Schmon Parkway

Grimsby155 Main St East

Niagara Falls6788 Thorold Stone Rd

St. Catharines76 Lake St

Welland440 Niagara St

Connect With Us� /CAANiagara

� CAA Niagara

� @caa_niagara

� @caaniagara

By the NumbersCAA NIAGARA · 2017 YEAR IN REVIEW

124,610 MEMBERS 3.2%

2.4 MillionFLEET KILOMETRES DRIVEN

83,386 Roadside Rescues

3,198 24% CAA Batteries Sold

Day Tours

Multi-Day Tours

Passengers

International Driving Permits Sold

9026

11,7731,691

185

67

Community Events Attended

Advocacy Events

Memberships Donated Locally

New Local Rewards Partners

New National Rewards Partners

135

Member Exclusive Events

Contest Entries

1117,469

15,859HOME & AUTO POLICIES IN FORCE

$2.4 Million 12.3%TOTAL TRAVEL REVENUE

Website Visits

Emails Opened

Facebook Impressions

310,075542,403

1.8 Million

INSIDE

There is one word I would use to describe this year … incredible! CAA Niagara achieved record-setting membership and financial results because of the strong commitment the Board and the employees have to the ongoing success of this organization.

I recognize and thank the Board Members for their dedication and outstanding leadership during this year of transition at CAA Niagara. Our Leadership Committee, although faced with new challenges, provided unwavering strategic direction.

This year we say goodbye and thank you to our Board Member, Robin Ridesic and welcome Lyndsay Gazzard. We appreciate Robin’s dedication and vision and anticipate great things from Lyndsay.

I congratulate Peter Van Hezewyk on his promotion to President and CEO. Peter has more than 25 years of customer experience in financial services, loyalty and telecom, and was among more than 150 applicants for the job.

As 2018 unfolds, we will continue to build on our financial success and show Membership is truly rewarding.

Message from the ChairRob DePetris, Chair of the Board

I can’t believe it’s been almost a year since I joined the CAA Niagara team. I’m incredibly honoured and humbled to work for an organization that really feels like a family. I’m particularly impressed with our 165 employees who are engaged and energized while serving our 125,000 Members every day. They make coming into work each day rewarding.

CAA Niagara had a very successful year. Membership grew 3.2%, just shy of the 125,000 Member milestone, and retention topped 90%. Record travel sales generated a revenue of $2.4 million, up 12.3%. There was great momentum this year with strong creativity in marketing activities such as Member Exclusive Limited Time Offers, our Savings Squad and the launch of our Family Membership.

2018 will be the year of engagement and I am working with our dedicated Senior Management team to develop an overarching plan to engage Employees, Members, Rewards Partners andour Community.

Message from the PresidentPeter Van Hezewyk, President & CEO

2016/2017 Board of Directors

Senior Management Team

Peter Van HezewykPresident & CEO

Rick Mauro VP, Marketing & Public Relations

Doug StonesVP, Finance

Bill WillardVP, Automotive

Yvonne NasriDirector, Member Experience

Kevin RuthvenDirector, Information Technology

Christine Manuel Associate Director, Human Resources

Management Team

Tom BanksFleet Supervisor

Lisa BoardmanManager, Travel Products

Tammy Collins-Rivers Manager, Member Services

Anne FrankBranch Manager, Thorold

Amanda FletcherManager, Marketing & Brand

Pedro GerdesBranch Manager, Niagara Falls

Tracy HaymesBranch Manager, Welland

Dolores JasminMember Services Supervisor

Leslie KwokManager, Accounting Services

Sue McCombManager, Contact Centre

Johanne OttensBranch Manager, St. Catharines

Lee RickerManager, Fleet Centre Operations

Lois SarkisianManager, Group Tours

Bill TrippFleet Supervisor

Ron VietgenBranch Manager, Grimsby

Jennifer WarrenManager, Digital Initiatives

AchievementsCAA NIAGARA · 2017 YEAR IN REVIEW

New partners for the CAA Rewards® programCAA Niagara’s Rewards program is just another way we are adding more value to Membership. Our Rewards program is continually growing, with the addition of 13 new local partners and five national partners in 2017:

A1 Flooring Bird KingdomCanada Golf Card eScoot Niagara Hakim Optical

Niagara River Cruise Niagara River Lions Niagara Vintage Wine Tours Service Experts of Niagara Sky Zone

The Club at White Oaks The Group Tix Company Inc. Uhaul

Member Exclusive Limited Time Offers More than 10,000 Members saved in excess of $100,000 through our Limited Time Offers.

Some of our deals of the month included $2 ice cream cones at Marble Slab Creamery in March, Toonie Tuesdays at Valet Car Wash in May and $5 entry to Bissell’s Hideaway every Tuesday in August.

Travel Successes Our travel agents were extremely busy this past year, as CAA Travel continues to grow by offering our Members an array of services:

� Total revenue was up 12.3% from last year, with a total revenue of $2.4 million

� With the new and improved website, our online sales were up 72.8% Back Row (from left): Lyndsay Gazzard, Michael Goodale,

Richard Halinda, Adam Cook, Bruno Iafrate

Front Row: Sharon Broderick (Past-Chair), Rob DePetris (Chair), Gord Hunchak (Vice-Chair), Janice Thomson

What’s New at CAACAA NIAGARA · 2017 YEAR IN REVIEW

Family Plus Membership For only $19.95 per month, CAA Niagara Members can now protect all the drivers in their household with the new Family Plus Membership. This Membership package includes: CAA Plus coverage for everyone living under the same roof and $40 of rewards partner freebies at sign up.

Savings Squad To demonstrate just how rewarding Membership can be, we launched our CAA Savings Squad. Throughout the summer, the Savings Squad attended events across Niagara and, using wireless tablets, entered more than 5,000 Members into our Summer of Savings Contest.

Photo: CAA Savings Squad on site at St. Catharines Wing Fest with Dunkin from the Niagara River Lions.

New Website Launched in early March, the redesigned CAA Niagara website is proving to be a huge success. With a fresh look and revised functionality, the website has seen close to a 20% increase in traffic and a 10% lift in overall online sales.

Photos: CAA Skate Day, Fleet Centre , Distracted Driving Event at the Seaway Mall

Battery Testers & Debit Machines To provide more efficient and timely battery testing, road service switched to B2Q testers. In seconds, tests are automatically performed and results displayed. This proved beneficial, as battery sales were up 24%.

Also new, all fleet vehicles were equipped with debit machines to provide multiple payment options for greater Member convenience.

Photo: Peter Van Hezewyk with Ryan Bezan and Lawren Allcorn.

What’s New at CAACAA NIAGARA · 2017 YEAR IN REVIEW

Family Plus Membership For only $19.95 per month, CAA Niagara Members can now protect all the drivers in their household with the new Family Plus Membership. This Membership package includes: CAA Plus coverage for everyone living under the same roof and $40 of rewards partner freebies at sign up.

Savings Squad To demonstrate just how rewarding Membership can be, we launched our CAA Savings Squad. Throughout the summer, the Savings Squad attended events across Niagara and, using wireless tablets, entered more than 5,000 Members into our Summer of Savings Contest.

Photo: CAA Savings Squad on site at St. Catharines Wing Fest with Dunkin from the Niagara River Lions.

New Website Launched in early March, the redesigned CAA Niagara website is proving to be a huge success. With a fresh look and revised functionality, the website has seen close to a 20% increase in traffic and a 10% lift in overall online sales.

Photos: CAA Skate Day, Fleet Centre , Distracted Driving Event at the Seaway Mall

Battery Testers & Debit Machines To provide more efficient and timely battery testing, road service switched to B2Q testers. In seconds, tests are automatically performed and results displayed. This proved beneficial, as battery sales were up 24%.

Also new, all fleet vehicles were equipped with debit machines to provide multiple payment options for greater Member convenience.

Photo: Peter Van Hezewyk with Ryan Bezan and Lawren Allcorn.

In the CommunityCAA NIAGARA · 2017 YEAR IN REVIEW

Distracted Driving Derby In August, our first annual Distracted Driving Derby attracted more than 20 local celebrities to the Pen Centre and gained substantial media coverage on very important road safety topics.

Photo: MP Chris Bittle, left, and AAPEX Driving Academy owner Christine Raby, pedal in their cars

Member Movie Morning In April, we hosted our annual Member Movie Morning at Landmark Cinemas at the Pen Centre. For a $2-per-person donation to the Tender Wishes Foundation, over 300 Members enjoyed the movie.

Photo: CAA Niagara employees ready for an exciting #CAAMovieMorning event!

IceDogs Show Your Card & Win New this year, CAA Members were asked to wave their Membership cards during the second period of all Niagara IceDogs home games for a chance to win a $100 gift card from a CAA Rewards partner.

Slow Down, Move Over For Tow Safety Week in August, CAA roadside assistance drivers added bright yellow “Slow Down Move Over” flags to all 40 trucks as a reminder for motorists to give them a safe place to work.

Photo: Dan Sider Jr. holds a yellow flag in support of Tow Safety Week

Photos: Meals on Wheels Donation, Boo at the Zoo, No Fixed Address

In the CommunityCAA NIAGARA · 2017 YEAR IN REVIEW

Distracted Driving Derby In August, our first annual Distracted Driving Derby attracted more than 20 local celebrities to the Pen Centre and gained substantial media coverage on very important road safety topics.

Photo: MP Chris Bittle, left, and AAPEX Driving Academy owner Christine Raby, pedal in their cars

Member Movie Morning In April, we hosted our annual Member Movie Morning at Landmark Cinemas at the Pen Centre. For a $2-per-person donation to the Tender Wishes Foundation, over 300 Members enjoyed the movie.

Photo: CAA Niagara employees ready for an exciting #CAAMovieMorning event!

IceDogs Show Your Card & Win New this year, CAA Members were asked to wave their Membership cards during the second period of all Niagara IceDogs home games for a chance to win a $100 gift card from a CAA Rewards partner.

Slow Down, Move Over For Tow Safety Week in August, CAA roadside assistance drivers added bright yellow “Slow Down Move Over” flags to all 40 trucks as a reminder for motorists to give them a safe place to work.

Photo: Dan Sider Jr. holds a yellow flag in support of Tow Safety Week

Photos: Meals on Wheels Donation, Boo at the Zoo, No Fixed Address

INSIDE

There is one word I would use to describe this year … incredible! CAA Niagara achieved record-setting membership and financial results because of the strong commitment the Board and the employees have to the ongoing success of this organization.

I recognize and thank the Board Members for their dedication and outstanding leadership during this year of transition at CAA Niagara. Our Leadership Committee, although faced with new challenges, provided unwavering strategic direction.

This year we say goodbye and thank you to our Board Member, Robin Ridesic and welcome Lyndsay Gazzard. We appreciate Robin’s dedication and vision and anticipate great things from Lyndsay.

I congratulate Peter Van Hezewyk on his promotion to President and CEO. Peter has more than 25 years of customer experience in financial services, loyalty and telecom, and was among more than 150 applicants for the job.

As 2018 unfolds, we will continue to build on our financial success and show Membership is truly rewarding.

Message from the ChairRob DePetris, Chair of the Board

I can’t believe it’s been almost a year since I joined the CAA Niagara team. I’m incredibly honoured and humbled to work for an organization that really feels like a family. I’m particularly impressed with our 165 employees who are engaged and energized while serving our 125,000 Members every day. They make coming into work each day rewarding.

CAA Niagara had a very successful year. Membership grew 3.2%, just shy of the 125,000 Member milestone, and retention topped 90%. Record travel sales generated a revenue of $2.4 million, up 12.3%. There was great momentum this year with strong creativity in marketing activities such as Member Exclusive Limited Time Offers, our Savings Squad and the launch of our Family Membership.

2018 will be the year of engagement and I am working with our dedicated Senior Management team to develop an overarching plan to engage Employees, Members, Rewards Partners andour Community.

Message from the PresidentPeter Van Hezewyk, President & CEO

2016/2017 Board of Directors

Senior Management Team

Peter Van HezewykPresident & CEO

Rick Mauro VP, Marketing & Public Relations

Doug StonesVP, Finance

Bill WillardVP, Automotive

Yvonne NasriDirector, Member Experience

Kevin RuthvenDirector, Information Technology

Christine Manuel Associate Director, Human Resources

Management Team

Tom BanksFleet Supervisor

Lisa BoardmanManager, Travel Products

Tammy Collins-Rivers Manager, Member Services

Anne FrankBranch Manager, Thorold

Amanda FletcherManager, Marketing & Brand

Pedro GerdesBranch Manager, Niagara Falls

Tracy HaymesBranch Manager, Welland

Dolores JasminMember Services Supervisor

Leslie KwokManager, Accounting Services

Sue McCombManager, Contact Centre

Johanne OttensBranch Manager, St. Catharines

Lee RickerManager, Fleet Centre Operations

Lois SarkisianManager, Group Tours

Bill TrippFleet Supervisor

Ron VietgenBranch Manager, Grimsby

Jennifer WarrenManager, Digital Initiatives

AchievementsCAA NIAGARA · 2017 YEAR IN REVIEW

New partners for the CAA Rewards® programCAA Niagara’s Rewards program is just another way we are adding more value to Membership. Our Rewards program is continually growing, with the addition of 13 new local partners and five national partners in 2017:

A1 Flooring Bird KingdomCanada Golf Card eScoot Niagara Hakim Optical

Niagara River Cruise Niagara River Lions Niagara Vintage Wine Tours Service Experts of Niagara Sky Zone

The Club at White Oaks The Group Tix Company Inc. Uhaul

Member Exclusive Limited Time Offers More than 10,000 Members saved in excess of $100,000 through our Limited Time Offers.

Some of our deals of the month included $2 ice cream cones at Marble Slab Creamery in March, Toonie Tuesdays at Valet Car Wash in May and $5 entry to Bissell’s Hideaway every Tuesday in August.

Travel Successes Our travel agents were extremely busy this past year, as CAA Travel continues to grow by offering our Members an array of services:

� Total revenue was up 12.3% from last year, with a total revenue of $2.4 million

� With the new and improved website, our online sales were up 72.8% Back Row (from left): Lyndsay Gazzard, Michael Goodale,

Richard Halinda, Adam Cook, Bruno Iafrate

Front Row: Sharon Broderick (Past-Chair), Rob DePetris (Chair), Gord Hunchak (Vice-Chair), Janice Thomson

Annual Report2017 Year In Review

1-800-263-7272caaniagara.ca

Thorold - Head Office3271 Schmon Parkway

Grimsby155 Main St East

Niagara Falls6788 Thorold Stone Rd

St. Catharines76 Lake St

Welland440 Niagara St

Connect With Us� /CAANiagara

� CAA Niagara

� @caa_niagara

� @caaniagara

By the NumbersCAA NIAGARA · 2017 YEAR IN REVIEW

124,610 MEMBERS 3.2%

2.4 Million FLEET KILOMETRES DRIVEN

83,386 Roadside Rescues

3,198 24% CAA Batteries Sold

Day Tours

Multi-Day Tours

Passengers

International Driving Permits Sold

9026

11,7731,691

185

67

Community Events Attended

Advocacy Events

Memberships Donated Locally

New Local Rewards Partners

New National Rewards Partners

135

Member Exclusive Events

Contest Entries

1117,469

15,859HOME & AUTO POLICIES IN FORCE

$2.4 Million 12.3%TOTAL TRAVEL REVENUE

Website Visits

Emails Opened

Facebook Impressions

310,075542,403

1.8 Million