FIRST QUARTER REPORT 2017-18

July, August, September

INTRODUCTION Travel Salem is pleased to submit the tourism and convention first quarter report for 2017-2018 pursuant to City of Salem contract section 1.5. The contract stipulates that quarterly reports include a financial report, an overview of Contractor’s activities, and a statement of output measurements. This report fulfills these contractual requirements. All programs and services tie back to Travel Salem’s 2017-2020 Strategic Plan and the 2017-2018 Business Plan, and drive toward six main objectives and strategic initiatives: community relations and engagement; capacity building; marketing & communications; destination development; conventions sports and events; and convention services. EXECUTIVE SUMMARY

Marketing & Communications • Created tradeshow banners for sports and leisure/convention using

“The Most Oregon Part of Oregon” brand (see right) • See following onesheet recaps on these initiatives:

o Completed a two-month social media giveaway o Launched Facebook and Instagram ads to promote the Salem Ale

& Cider Trail o Kicked-off a social media campaign to promote outdoor

recreation in the Mid-Willamette Valley o Designed and launched the Downtown Salem landing page on

TravelSalem.com o Launched a “sign-up” homepage pop-up to encourage visitors to

subscribe to Travel Salem’s e-Newsletters o Launched a landing page for Thanksgiving Wine Weekend –

content updates; e-blast to winery members o Hosted two social media influencers for the Salem River 2 Ridge

Relay weekend • A Slice of Oregon Exhibit launched by Willamette

Valley Visitors Association (WVVA) – a giant wine bottle will be placed in the San Jose Airport during the fall of 2017. The exhibit promotes the Willamette Valley as a “Wine Plus” destination. In between the glass slices is a depiction of Willamette Valley activities ranging from outdoor recreation to cultural heritage. The call to action is an “enter to win” for a weekend getaway in the Willamette Valley, and all that enter will be added to WVVA’s newsletters. After the installation, the exhibit will move to other high traffic locations in California such as the Google Campus.

• Placed an advertisement in Willamette Valley Life magazine (see right) • Created a Marion Farm Loop marketing plan, distributed a press release & brochures. (see right) • Gave a presentation to 18 Tokyo international Willamette University students. (see right) DESTINATION DEVELOPMENT • The Great American Eclipse 2017

For the first time in 26 years, a total solar eclipse cast darkness on our great country featuring some of the first glimpses here in the Mid-Willamette Valley. On the steps of the State Capitol in Salem (the first of five state capitals), lucky viewers were treated to 1m54.5s of shadow at 10:17am. (see following onesheet for recap and results)

• Salem Ale & Cider Trail The Salem Brewers Association received a grant from Travel Oregon for advertising and collateral materials. The grant will fund: point of sale displays, coasters, influencer hosting, and advertising space in the Salem Visitors Guide and downtown map. The group is developing marketing ideas for the holiday season. 660 passports have been distributed to participating locations with 19 people completing the entire trail.

• Tri-County Charm Trail Completed a 4-week social media campaign featuring rotating Facebook ads designed for mobile and desktop users. The ads resulted in more than 550,000 impressions, 6,700 engagements and 4,729 click-thrus to TravelSalem.com. Update: The Travel Salem Visitors Center has distributed 114 charms since launch. Numerous locations have already reordered charms accounting for 1,000+ charms being distributed to visitors. Each location is distributing the charms their own way such as: selling them; free with purchase, or completing a survey.

STAKEHOLDER EVENTS • Barside Briefing

Event was held at 1859 Cider Co. on July 13 with 15 attendees, both members and non-members. Barside Briefings are a free networking event to encourage partners to come and share ideas and opportunities. There is no agenda for these freewheeling, brainstorming events. Many of the attendees mentioned they had never been to 1859 before, so it was a great way to highlight a new business to the community.

CONVENTIONS, SPORTS & EVENTS • Partnering with the Chemeketa Foundation for the 2nd Annual ROTC Physical Training Championships at the

Brooks Training Facility. • Attended Connect Sports Marketplace in New Orleans, La. on August 21-23 and met with 32 event organizers

that generated 10 leads. • Attended the Spotlight on the Northwest tradeshow and conference held in Seattle. Travel Salem promoted

our region as a destination to tour planners from across the US for group and FIT travelers. • Attended the annual BRAVO! Tradeshow held at the Oregon Convention Center. Travel Salem partnered with

the Oregon State Fair & Expo Center and the Salem Convention Center to showcase our region as a destination for meetings, conventions and events.

• Attended the Greater Oregon Society of Government Meeting Planners (GOSGMP) board of director’s retreat to plan for 17-18; Debbie McCune serves as the second vice president on the board.

CONVENTION SERVICES • Planned and facilitated a front desk fam tour for the Hampton Inn & Suites staff; the tour included the

Historic Elsinore Theatre, Archive, Gilbert House Children’s Museum, Riverfront Carousel, Flight Deck Restaurant, Deepwood Museum and Honeywood Winery.

• Provided welcome bags for ASA/USA Girls A Fast Pitch National softball VIPs (Capital IPA Beer, Kettle Chips, Cherry Country Chocolates, Visitor Guide and coupons).

• Assisted the Early Ford V8 Club of America to organize their vehicle procession from the Salem Convention Center to the freeway; worked with city, county and state agencies to create safe routes.

• Created a two-day itinerary for Classic Tours during the Eclipse. • Created a specialized map of restaurants for the Diversity Conference. • Created a fact sheet flyer for the Spotlight Group Tour Tradeshow. • Provided Auction/VIP baskets for the Red Ribbon Show – AIDS Benefit and five delegates from Panama

visiting the Oregon State Fair. • Secured Gourmet Hometown Heroes food truck to serve breakfast at the USATF-Oregon Junior Olympic

Cross-Country Championships at Corban University in November.

OVERVIEW OF ACTIVITIES Travel Salem tracks numerous activities throughout the year to monitor, evaluate and adjust marketing strategies as needed. These internal measurement statistics assist with forecasting and trending, and need to be examined as a whole to get a true indication of the industry and performance of marketing activities. Outside influences such as gas prices, weather, natural disasters or inflation, will also have an impact on the peaks and valleys that these numbers may reflect.

Glossary of terms for definitions of the following activities is available upon request.

1 Public Relations – increase due to full-time PR person (was part-time social media) 2 Webiste/TravelSalem.com Visits – increased traffic due to success of Google AdWords campaigns and strategic social media campaigns driving more people to the website. 3 Lodging Click Thru – increase due paid advertising to via Google AdWords campaigns and Trip Advisor advertising. 4 Social Media Impressions – increase due to full-time social media person and leveraged partnerships with WVVA. 5 Real-Time Conventions & Events – decrease due to not hosting same groups such as Senior Softball. 6 Number of Room Nights – decrease due to due to not hosting same groups such as Senior Softball. 7 Sales Leads Generated – increase due to more activity during the quarter. 8 Visitors Reached – increase due to timing of Jehovah Witness Convention and Early Ford V8 Club. 9 New Members Acquired – increase due to focused effort on lodging and culinary sectors. 10 Attrition – increase due to 5 closed/moved businesses & events; 13 small businesses/non-profits with budget restrictions.

Activity 1st Qtr 17-18

17-18 YTD

% Change from 16-17

16-17 YTD

15-16 YTD

MARKETING & COMMUNICATIONS Public Relations – Advertising Equivalency1 $440,701 $440,701 41% $312,295 $287,272 Visitor Information Network Attendance 53,622 53,622 26% 42,501 45,381 E-Communication Impressions 51,794 51,794 22% 42,367 33,528 Website/TravelSalem.com Visits2

• Lodging Click Thru3 289,479 10,068

289,479 10,068

144% 411%

118,827 1,970

100,807 3,893

Social Media Impressions4 3,427,256 3,427,256 53% 2,245,892 2,032,574 CONVENTIONS & EVENTS Real-Time Conventions & Events5 6 6 -45% 11 15

• Number of Attendees 10,610 10,610 -14% 12,290 9,787 • Number of Room Nights6 3,260 3,260 -35% 4,980 6,303

Sales Leads Generated7 15 15 114% 7 12 Bookings 7 7 -22% 9 9 SERVICES Groups Assisted 11 11 -27% 15 19 Visitors Reached8 18,755 18,755 291% 4,800 4,700 MEMBERSHIP Total Membership 417 417 5% 397 348 New Members Acquired9 15 15 88% 8 2 Attrition10 18 18 64% 11 22

TRAVELSALEMDASHBOARDKeyPerformanceMeasurements

February27,2013BoardofDirectorsApproved

17-18Jul-Sep %of16-17 16-17 15-16 14-15 13-14 12-13 11-12 10-11 09-10 08-09TravelSalemResources 355,912$ 27% 1,339,149$ 1,148,027$ 954,704$ 736,845$ 702,267$ 723,344$ 722,116$ 729,601$ 803,142$CityofSalemContract 255,770$ 26% 987,230$ 771,420$ 714,000$ 550,000$ 479,000$ 550,000$ 533,030$ 503,030$ 531,530$

CityofSalem-R2R 13,800$ - 20,300$ n/a n/a n/a n/a n/a n/a n/a n/aOtherSources 85,472$ 33% 255,908$ 233,501$ 240,704$ 186,845$ 223,267$ 173,344$ 189,086$ 226,571$ 271,612$

WineCountryPlate 870$ 1% 75,711$ 136,392$ n/a n/a n/a n/a n/a n/a n/aTravelSalemFTE 13.13 108% 12.13 10.73 10.73 8.15 7.70 10.17 8.67 7.67 8.67

Membership 394 99% 397 348 355 409 424 443 368 346 275Revenue 45,075$ 38% 119,096$ 107,098$ 96,689$ 91,521$ 113,492$ 113,761$ 116,352$ 126,695$ 78,538$

EstimatedEconomicImpact(2016) 565,500,000$ 100% 565,500,000$ 553,200,000$ 548,200,000$ 541,000,000$ 527,100,000$ 505,900,000$ 476,900,000$ 458,500,000$ 497,400,000$DirectJobs(2016) 6,740 100% 6,740 6,450 6,250 6,130 5,930 5,910 5,860 6,000 6,270

TOTRevenues 1,339,412$ 34% 3,930,716$ 3,612,596$ 3,125,123$ 2,730,822$ 2,445,339$ 2,239,286$ 2,215,001$ 2,138,196$ 2,416,440$

Occupancy-RoomsSold(Salem) 139,914 25% 565,667 566,407 416,594 391,501 364,608 340,507 316,748 328,693 354,160AverageDailyRate(ADR) 111.69$ 119% 93.71$ 89.30$ 83.52$ 79.79$ 76.86$ n/a n/a n/a n/aRevenueperAvailableRoom(RevPar) 83.26$

TOTInfluencedbyTS 715,870$ 32% 2,228,282$ 1,994,536$ 1,689,319$ 1,532,047$ 1,425,310$ 1,265,905$ 854,280$ 877,432$ 832,545$Leisure 683,100$ 34% 2,004,665$ 1,842,268$ 1,578,168$ 1,392,719$ 1,245,578$ 1,140,800$ 716,161$ 789,311$ 659,434$Convention* 32,770$ 15% 223,616$ 152,285$ 111,151$ 139,328$ 179,732$ 125,105$ 138,119$ 88,121$ 173,111$

TSCorrelationtoTOTRatio 53% 57% 55% 54% 56% 58% 57% 39% 41% 34%

Leverage 673,889$ 27% 2,501,594$ 2,382,473$ 1,972,138$ 2,086,254$ 1,914,854$ 3,206,602$ 1,884,865$ 1,511,731$ 1,363,105$VisitorsGuide -$ 0% 72,262$ 69,606$ 82,923$ 81,533$ 87,953$ 112,793$ 114,336$ 96,366$ 91,693$Volunteers -$ 0% 307$ 2,345$ 3,212$ 4,236$ 9,224$ 16,126$ 24,562$ 27,203$ 23,148$PublicRelations-AdvtEquiv 440,701$ 30% 1,474,934$ 1,584,522$ 1,047,244$ 1,128,533$ 960,533$ 2,166,423$ 1,016,469$ 611,839$ 660,288$Advertising 6,930$ 16% 42,843$ 65,787$ 41,794$ 68,311$ 70,690$ 78,245$ 47,504$ 40,978$ 50,302$In-Kind 78,612$ 13% 585,898$ 544,901$ 611,395$ 601,311$ 608,563$ 621,353$ 509,348$ 492,945$ 300,429$WVVA/Regional 147,646$ 45% 325,350$ 240,000$ 185,570$ 202,440$ 177,891$ 211,662$ 172,646$ 242,400$ 237,245$

ConsumerEngagement 26,017,500 35% 74,612,410 60,098,680 41,476,228 39,106,833 43,778,277 48,925,791 25,629,680 n/a n/aExamplesinclude:VisitorInformationNetwork 53,622 32% 169,044 164,735 144,441 135,337 111,112 136,966 122,345ConvServices-VisitorsReached 18,755 43% 43,846 42,990 36,117 41,641 47,477 54,385 72,732VisitorInquiries 6,627 25% 26,039 53,708 35,054 43,852 42,900 42,045 30,476MediaImpressions 20,382,000 38% 52,950,700 50,223,577 29,061,138 29,910,649 26,711,743 37,519,977 14,492,574AdvertisingImpressions 1,188,171 13% 9,493,651 1,459,500 4,456,800 2,544,000 13,126,000 7,628,520 7,440,000OnlineVisits 275,141 58% 472,448 301,183 273,903 268,472 234,277 185,382 150,940TwitterImpressions 426,908 19% 2,192,969 2,384,408 2,241,868 2,475,218 1,228,472 1,706,940 1,941,184FacebookImpressions 1,589,643 48% 3,291,954 2,360,463 2,027,053 2,073,308 1,980,049 1,549,150 1,202,325

*Businessisalsobeingbookedforfutureyearsinthecurrentyear,however,thisTOTvaluewillberecognizedinthoserespectiveyears.

TOTInfluencedbyTS:

1)LeisuretrendisattributedtoPR,socialmediaefforts,andTravelCaféandenhancedVisitorInformationNetwork

2)08-09ConventionfigureincludedthelastyearofOSAAbasketballtournamentsatWillametteUniversity

3)09-10ConventiondipwasduetoatimingissuebetweenfiscalyearsofwhentheJWCeventswereheld

TravelSalemSocialMediaGiveawayCampaignWineCountryPlateFunding

What:TravelSalempartneredwith24localrestaurants,wineries,resortsandattractionstolaunchatwo-monthsocialmediagiveaway.Thegiveawayfeaturedthreegrandprizepackages,witheachpackageincludingatwo-nightstay,freewinetastings,ticketstoalocalattractionandrestaurantgiftcards.TravelSalempromotedthegiveawayonFacebook,TwitterandInstagramthroughtwoadcampaignsandboostedposts.

Goal:ToinspirepeoplefromacrossthecountrytovisittheregionandsubscribetotheTravelSalemnewsletterandblog.

When:June-July2017Giveawayresults:• 2,298peoplefrom45statesenteredthegiveaway• 1,155peopleoptedtosubscribetotheTravelSalemnewsletterandblog• TheFacebookandInstagramadsreached275,000peopleandresultedinmorethan592,000impressionsand4,600linkclicks• Theboostedpostsreached56,000peopleandresultedinmorethan97,000impressionsand2,300linkclicks.

TravelSalemAleandCiderTrailCampaignWineCountryPlateFunding

What:TravelSalemlaunchedathree-weeksocialmediacampaigntopromotethenewSalemAleandCiderTrail.ThecampaignfeaturedsixrotatingadsdesignedforbothdesktopandmobileusersonInstagramandFacebook.TheadslinkedtotheAleandCiderTraillandingpageontheTravelSalemwebsite.

When:June-July2017Adresults:

• Reachedmorethan140,000people• Thecampaignresultedinmorethan356,000impressions• Theadsgenerated2,175linkclickstotheTravelSalemwebsite

TravelSalemOutdoorRecreationCampaign

What:TravelSalemlaunchedamonth-longsocialmediacampaigntopromoteoutdoorrecreationinMarion,PolkandYamhillcounties.Thecampaignwascomprisedofblogposts,photopostsandavideopost.When:June-July2017

Blogpostresults:

• Thefirstblogpostfocusedonrecreation,restaurantsandlodgingintheNorthSantiamRiverCountry.ThesecondblogpostfeaturedrecreationalopportunitiesatwineriesinPolk,MarionandYamhillcounties.

• Combined,theblogpostsreachedmorethan322,000peopleandresultedin12,000clickstotheTravelSalemwebsiteand579,000impressions.

Boostedphotoresults:

• ThetwoboostedphotopostsfocusedonrecreationnearDetroitLake.• Thepostsreachednearly100,000peopleandreceivedmorethan10,000engagements

and130,000impressions.Videoresults:

• ThevideofeaturedawaterfallinOpalCreekWilderness.• Thevideoreached59,000peopleandgarneredmorethan40,000viewsand93,000

impressions.

Downtown Salem Landing Page on TravelSalem.com Launched August 2017 Designed to promote Downtown Salem, the landing page on TravelSalem.com showcases places to eat, stay, shop and visit in the downtown core; as well as providing links to additional resources.

Businesses that are located

downtown are now designated with a special icon on TravelSalem.com. This provides viewers with a quick visual reference to locate a business in the downtown core. In addition, the new page is prominently featured under “Things to Do” so it will be one of the first tabs that people see as they are viewing our site. Events located in downtown Salem are also being promoted on the Downtown landing page. This new landing page will be promoted through Travel Salem’s Industry e-News, social media and other communication channels as appropriate. The September 2017 Industry E-News featured an article announcing the new LP. Downtown Salem Page Highlights:

1. Images – vibrant downtown images, including a 4 image rotating (carousel) at top of page, sidebar images both left and right

2. Left Sidebar - easy navigation:o Categories list - see Dining page at right o Downtown Parking –links to info with map

resources 3. Right Sidebar:

o Instagram feed o Additional Downtown Resource Links

o City of Salem o Go Salem 365 o Marion County o Oregon State Capitol o Salem Convention Center o Salem Weekly News o Statesman Journal o Willamette Valley Life

4. Events scroll– feed of events tagged for downtown Salem

778Pageviewssincelaunch

Email Pop-up Sign-up on TravelSalem.com Launched July 2017

Designed as a simple pop-up that is activated when viewers visit TravelSalem.com. The goal is to increase both the Consumer and Events E-Newsletter subscriber base by capturing visitors as they begin their trip planning cycle on TravelSalem.com. The pop-up is designed to be simple and quick to use so the viewer is not tempted to abandon the form before completing the sign-up. Once a viewer has signed-up using the pop-up it will not reactivate. Sign-ups are processed once a week and added to the email subscriber lists. Invalid or duplicate emails are filtered out of the system.

169 Subscribers added to

Consumer E-news Email since July launch

369 Subscribers added to Event E-news Email

since July launch

Thanksgiving Wine Weekend Landing Page on TravelSalem.com Launched October 2017 Designed to promote Thanksgiving Wine Weekend, the landing page on TravelSalem.com features 29 member wineries and vineyards; weekend events and direct booking during the holiday weekend. Events that occur during the holiday weekend in Marion and Polk counties are promoted on the Thanksgiving Wine Weekend landing page with a direct feed off our main event calendar. This new landing page is promoted through Travel Salem’s Industry e-News, social media and other communication channels as appropriate.

Thanksgiving Wine Weekend Page Highlights:

1. Images – vibrant regional images, located on both left and right sidebar as well as top of page

2. Left Sidebar: o Member wineries list

3. Right Sidebar: o Ad carousel o Images o Instagram feed

4. Events scroll– feed of events tagged for Thanksgiving Wine Weekend

TravelSalemRiver2RidgeInfluencersTravelSalemFunding

Influencers:TipandTarahVongbouthdy

Location:Portland,Oregon

TwitterFollowers:14,200InstagramFollowers:10,300FacebookFollowers:2,335

Bio:TipandTaraharenewlywedswhosharetheirloveforfitnessandtravelontheirwebsiteandsocialmediachannels.

Goalofthetrip:TopromotetheSalemRiver2RidgeRelay.

Tripdates:Sept.16-17,2017

Itinerary:TipandTarahattendthesymposiumandparticipatedinalllegsoftheevent.Theykayaked,bikedandhikedfromdowntownSalemtoSilverFallsStatePark.

Highlights:

- Theyshared3photostoInstagramwithmorethan10,300followers,resultingin1,459engagements.

- Theyshared3poststoTwitterand3poststoFacebook.

- TheysharedtheirentiretriponInstagramStoryandSnapchat.

Expected:

- -Futuresocialmediapostspromoting- theevent

- Blogpostontheirwebsiteto

promotetheevent

The Great American Eclipse August 21, 2017

Report

Estimated Economic Impact: $11,347,525 Eclipse event attendees: 153,924

Ø 60% residents = 92,345 (eei $2,770,620) Ø 20% Overnight visitors = 30,784 (eei $6,403,072) Ø 20% Day visitors = 30,748 (eei $2,093,312)

Travel Salem Planning Timeline 2011 Travel Salem is notified of 2017 eclipse by a south Salem resident Todd Yunkers 2015 Travel Salem began eclipse communications to the two-county region 2015 Travel Salem holds Eclipse meeting with speaker from OMSI 2016 Connect with Travel Oregon, Government Agencies, city and counties, Chambers of

Commerce, recreation areas and civic groups to ensure communication 2016 Early adopters were the Oregon State Fair, Oregon State Capitol, Santiam River

Territory, Polk County and area wineries Statewide Meetings Travel Salem organized and coordinated all intergovernmental agency eclipse meetings Governor’s office, Travel Oregon, ODOT, State Police, State Forestry Dept., Oregon State Parks, Dept. of Ag, State Fire Marshall, Department of Emergency Management, Bureau of Land Management, City and County governments, various Chambers of Commerce and Regional Eclipse event organizers Marketing

• Eclipse page added to TravelSalem.com (99 events/56 lodging & camping locations)

o Top Referrals (Facebook, Oregon State Parks, Travel Oregon, Eclipse2017.com, Oregonlive.org, City of Salem)

• TravelSalem.com o 87,394 user-sessions (488% increase over 2016 = 14,853) o 49,157 Eclipse page view o 45,103 organic searches o 63,157 Eclipse content views o Events page – 63,424 views

• Created E-Clipse Newsletter featuring promotions,

events & lodging (2,629 subscribers)

• Eclipse featured in Salem Area Visitors Guide

-1-

Governor Brown at intergovernmental meeting

Visitor’s car window

• Online Eclipse map of events, viewing locations & camping

(134 locations)

• Social Media o 15 Facebook updates reaching 241,000 people

§ 6343 likes, 1,291 shares & 510 comments o 15 Twitter updates

§ 165 likes & 34 retweets o 2 Eclipse Photos

§ 489 likes & 11 comments

• Earned Media Value = $283,349 o 15,501,000 impressions o Pitched Salem region & events as the perfect

destination to view the Eclipse o 24 published articles (print, broadcast & online)

• Travel Salem Downtown Visitors Center o August 18-21 = 1,155 (150-200 usual) o Sold 5,100 pairs of Eclipse glasses

Regional Events • Salem area – OMSI, State Capitol, Elsinore & heritage organizations, Willamette Valley Vineyards

and various wineries • Santiam River Territory - River Fusion 22 • Polk County – Dallas, Independence, Monmouth, wineries, Western

Oregon University • Rural Areas – State Parks, wineries, farms, Silverton, Aurora

Results/Findings

• Cultural Heritage – Mixed bag of results. Some experienced increases others did not. o Anecdotal: Visitors were here to experience outdoor activities related to the

Eclipse more than indoor activities. o State Capitol = 10,000 visitors o Elsinore Theatre – anticipated 1,800 saw 1,100 o Oregon State Hospital Museum – say above average numbers o Bush House Museum – quiet Friday & Saturday with Sunday seeing more visitors

than usual o Willamette Heritage Center – Dramatic increase from Eclipse; well above normal

visitation numbers

-2-

• Rental Car / Ride Share o Avis – Sold out (double normal business) o Budget – More reservations than usual o Enterprise – Increased rentals in areas of totality o Hertz – Sold out o Lyft – up 14% over prior week o Uber – Up 45% over prior week

• Restaurants

o Overall experienced less business than anticipated o Anecdotal: Restaurants believe less business from locals and more from visitors.

Felt locals stayed home and out of the anticipated traffic.

• Lodging o 2,464 Room nights reported from 11 locations

Many more locations have not reported

• Salem City Parks o 2,300 overnighted in parks o 10,500 in parks during Eclipse o No reported damage

• Group Tour o Travel Salem assisted A Classic Tours Collection tour company from California

Itinerary included: Oregon State Capitol, Willamette University, Historic Deepwood Estate, Willamette Heritage Center

Overnighted at The Grand, Phoenix Inn Suites & Double Tree

“Thank you, Salem, for the best eclipse ever.” Mark Madhukar Sood, A Classic Tours Collection

Salem Keizer Volcanoes

Wooden Shoe Tulip Farm

OMSI at State Fairgrounds

Willamette Valley Vineyards

3/last

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Travel Salem PUBLIC RELATIONS ADDENDUM

National & Regional Media 17-18 First Quarter

Secured 121 published references/articles with a reach of 20,382,000 and an advertising equivalency of $440,701.

Media/Headline Value Reach Key Messages/Content

Alaska Beyond Magazine Total Eclipse of the

Sun

Published: 7/2017 Pitched: 2/2017

$45,760 2,080,000 The Salem-Keizer Volcanoes baseball game was included as one of the unique things to do in Oregon during the Total Solar Eclipse this feature article.

Nat Geo Travel 10 Amazing

Adventures to Take with Your Dog

Published: 7/2017 Pitched: 12/2016

$38,500 1,750,000 Freelance writer Jen Sotolongo included the Willamette Valley’s Scenic Bikeway in her feature article about the best dog-friendly bicycle routes in the USA.

Take Root Magazine Welcome to Cherry

Country

Published: 7/2017 Pitched: 1/2017

$6,000 50,000 A two-page feature article about Salem’s Cherry Country and the history of the cherry industry – plus three photos – was published in the summer issue of this quarterly lifestyle magazine.

Outdoors NW Magazine River 2 Ridge: Relaxation to

Revelation

Published: 7/2017 Pitched: 3/2017

$2,835 40,000 A feature article about Salem’s inaugural River 2 Ridge Relay was published in the summer issue of the publication and included mentions of Silver Falls State Park and Salem’s Riverfront Park, with quotes from Travel Salem.

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Hemispheres There Goes the Sun

Published: 8/2017 Pitched: 4/2017

$25,000 7,000,000 A feature article about the Total Solar Eclipse named Salem as one of 6 cities to see the Eclipse and included mention of the Salem-Keizer Volcanoes Baseball game taking place during the event.

Veg News Magazine The Ultimate

Oregon Vegan Wine Trip

Published: 8/2017 Pitched: 5/2017

$5,800 100,000 Blogger Margaux Lushing included Venti’s Café, Bethel Heights Winery and the Space Concert Club in her article about Vegan friendly travel.

Seattle Magazine Go Farmhouse or

Fancy at the Epicenter of Oregon

Wine

Published: 8/2017 Pitched: 2/2017

$2,500 55,000 Brooks Winery, the Wheatland Ferry and Willamette Mission State Park were included in this feature article about visiting North Willamette Valley wine country.

KOIN 6 TV River Fusion 22 Wants to Create

Memorable Eclipse Experience

Published: 8/2017 Pitched: 7/2017

$3,000 60,000 The new River Fusion 22 event taking place during the Eclipse in North Santiam River Country was featured on KOIN-TV (the local CBS affiliate).

Portland Monthly Magazine

These 7 Oregon Scenic Bikeways Are

Made for Fall Cycling

Published: 9/2017 Pitched: 11/2016

$6,698 100,000 The Cascading Rivers Scenic Bikeway was called out as one of Oregon’s prettiest cycling routes to take during the fall.

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USA Today 5 small towns in Oregon that are

Worth a Visit

Published: 9/2017 Pitched: 3/2017

$39,000 1,300,000 Silverton was included in this feature article showcasing five small Oregon towns. Mentions included Gather, The Oregon Garden, the Gordon House & Seven Brides Brewing.

Sunset.com Now Trending: Craft

Beer and Yoga

Published: 9/2017 Pitched: 3/2017

$25,000 1,200,000 Wine Editor Sara Schneider produced an online piece about the craft beer and yoga craze and mentions Vagabond Brewing as one of three breweries hosting it.

Willamette Valley Life Magazine

Published: 9/2017 Pitched: 6/2017

$1,500 50,000 A feature article highlighting Salem area Harvest Festivals included E.Z. Orchards, Bauman’s Farm, Airlie Hills Farm, Wavra Farms, Fordyce Farm, the Sublimity Harvest Festival and Wooden Shoe Pumpkin Fest.

Travel SalemCONVENTIONS, EVENTS, SPORTS DASHBOARD

2017-18 First Quarter

17-18 REAL-TIME CONVENTIONS/EVENTS

FIRST QUARTER

Qtr OrganizationCommunity Econ

ImpactBooked

Attendees Booked Rm Nts Lodging RevenueTOT

Revenue1 ASA/USAGirlsAFastpitchNationals 1,123,200$ 1,200 1,200 145,464$ 13,092$ 1 Men'sOpenFastpitch 187,200$ 450 900 109,098$ 9,819$ 1 OMSIEclipseEvent 513,315$ 8,015 45 5,455$ 491$ 1 TerresIndiennes(eclipse) 27,945$ 45 40 4,849$ 436$ 1 Salem'sRiver2Ridge 40,500$ 300 75 9,092$ 818$ 1 EarlyFordV8Club 496,800$ 600 1,000 121,220$ 10,910$

TOTAL 2,388,960$ 10,610 3,260 395,177$ 35,566$ 0.86$ TOT ROI

Total Value 2,388,960$ Direct Costs for 1st Qtr 41,178$ EEI ROI 58.02$

YEAR-TO-DATE

OrganizationCommunity Econ

ImpactBooked

Attendees Booked Rm Nts Lodging RevenueTOT

Revenue6 Real-Time Conventions/Events/Sports 2,388,960$ 10,610 3,260 395,177$ 35,566$

0.86$ TOT ROITotal Value 2,388,960$ Direct Costs for YTD 41,178$ EEI ROI 58.02$

17-18 POTENTIAL FUTURE BUSINESS - LEADS & BOOKINGS

FIRST QUARTER

Convention Year # of Leads

Est. Community Econ Impact

Est. Attendees

Est. Room Nights

# of Bookings

Est. Booked Community Econ Impact

Est. Booked Attendees

Est. Booked Rm Nts

Est. Lodging Revenue

Est. TOT Revenue

Lead Conversion

RateFY 17-18 11 1,431,740$ 3,820 1,643 7 565,490$ 3,135 1,103 133,706$ 12,034$ 64%FY 18-19 2 1,069,120$ 1,410 2,100 FY 19-20 2 871,470$ 610 1,450 FY 20-21FY 21-22TOTAL 15 3,372,330$ 5,840 5,193 7 565,490$ 3,135 1,103 133,706$ 12,034$ 47%

YEAR-TO-DATE

Convention Year # of Leads

Est. Community Econ Impact

Est. Attendees

Est. Room Nights

# of Bookings

Est. Booked Community Econ Impact

Est. Booked Attendees

Est. Booked Rm Nts

Est. Lodging Revenue

Est. TOT Revenue

Lead Conversion

RateFY 17-18 11 1,431,740$ 3,820 1,643 7 565,490$ 3,135 1,103 103,362$ 9,303$ 64%FY 18-19 2 1,069,120$ 1,410 2,100 FY 19-20 2 871,470$ 610 1,450 FY 20-21FY 21-22TOTAL 15 3,372,330$ 5,840 5,193 7 565,490$ 3,135 1,103 103,362$ 9,303$ 47%

BOOKINGSLEADS

LEADS BOOKINGS

17-18 LOST BUSINESS

Account Name Reason Lost AttendeesLost Room

Nights

Lost Community Econ Impact

Lost Lodging Revenue

Lost TOT Revenue

USTAMixed40+ NotenoughUSYAQualityTenniscourtsinSalem 1,000 900 621,000$ 109,098$ 9,819$USTA18+SectionalChamps SameweekendasArtFair,courtsnotavailable 1,250 1,200 776,250$ 145,464$ 13,092$USTAAdult55Champs SameweeekndasCapCup,lodgingnotavailable 1,250 1,500 1,035,000$ 181,830$ 16,365$

TOTAL 3,500 3,500 7,000$ 436,392$ 39,275$

17-18 FAM TOURS, TRADE SHOWS & PROMO TRIPS

Qtr OrganizationOrganization

LocationFAM Tour/ Site Tour Trade Show Promo Trip

1 ConnectMarketplace NewOrleans,La. X1 BRAVO! Portland X1 SpotlightontheNorthwest Seattle,Wa X1 AirstreamRally Escanabe,Mi X