NYC & Company Annual Summary 2016– 2017 Chairman Letter CEO Letter

Dear Members, Colleagues, Friends, Dear Members, Colleagues and Friends,

Travel and tourism in remains we will continue to calibrate eforts to counter In many ways, 2016 was another year for the status as the most welcoming and popular a strong pillar of our city’s thriving economy. the efects of the strong US dollar and changes in record books, and that strong momentum US destination for visitors from around the Not only do we remain the number one big- the political climate to keep NYC in demand. continues to propel the industry forward in 2017. world. Our latest efort, the New York City – city destination in the country, with annual Welcoming the World campaign, currently increases in visitors and spending, we have been Certainly, we are living in challenging times, but The path ahead, as always, will have its running in the UK, Germany, Spain and Mexico, a consistent engine of local job growth since the we continue to be prepared. It is also important challenges, but like the momentum from 2016, expresses our city’s core values of diversity and recession. We continue to see new investments to remember that thanks to the hard work of city there are many strong winds at our back and inclusivity and is well understood and received across all five boroughs, and our hotel leadership and the NYPD, we remain the safest seminal events on the horizon to celebrate. This by our international markets. In both business development pipeline remains the most dynamic large city in the nation—a feat that resonates summer, for example, is the 25th anniversary and leisure travel, the international market in the US. New hotels, shops, restaurants, with our visitors. Time and time again, this of NYC Restaurant Week®, and will bring the continues to be key to NYC’s future success. tours, attractions and cultural destinations in industry and NYC & Company have proven that launch of new content and promotions to neighborhoods create more reasons to visit again when tested, our tradition of deep collaboration highlight the richness of our culinary scene. Every day there are more reasons to visit NYC and again. and welcoming spirit are a strong force for In June, the PCMA Education Conference will again and again, more so than anywhere else. tourism. Thank you for all you do to play a part come to NYC, allowing us to show top meeting Our pledge is to tell this story around the globe With the consistent visitation growth and in the future of our great city. planners why they should “Make it NYC.” And as strongly as ever, as we expand our eforts, development in product citywide, we see always bridging the worlds of leisure and group reach new audiences and continue our promise many great opportunities before us. Whether Sincerely, travel, New York City continues to grow as a of welcoming the world. we are supporting emerging businesses with desirable host city for big events and world- our Tourism Ready program, expanding class sports, like the Formula E NYC ePrix series Thank you, as always, for your continued our welcome message around the world, or racing in Red Hook, , for the first time support and membership. Together we are recruiting events large and small to choose our in July. stronger. great city, NYC & Company continues to tell the story of New York City in ever more dynamic, New York City has also recently won the bid to Best wishes, fresh and exciting ways. Our goal always being to host WorldPride in 2019 in conjunction with the create opportunities for our 1,800 plus member Emily Raferty Stonewall 50th anniversary celebration. This organizations, including 200 new members in Chairman will be a tremendous opportunity to highlight 2016 alone. NYC & Company NYC as the number one destination in the US for LGBTQ travelers and will see a new campaign While there will be challenges, the 2017 outlook launching this summer with a two-year Fred Dixon remains positive overall and is likely to push countdown to these exciting global events—a President and CEO us to new record levels. According to our latest tremendous draw for travelers. NYC & Company forecast, the market will see stronger domestic growth as political and economic currents make In the face of the strong dollar and changing international inbound travel more challenging. political and security climate, we are increasing Through our diversified reach across the globe, our investment in partnerships to solidify our NYC Travel & Tourism Trends

Highlights of 2016 NYC welcomed an estimated 60.7 million Visitation by Segment Hotel Performance visitors in 2016. Domestic travel (48.1 million) Business travel (+2.2% YOY), almost equally Rapid growth in hotel supply outpaced grew 4.0% over 2015, driven by a 4.4% increase split between group (6.2 million) and strong demand growth, putting pressure on in leisure visits. International visitation (12.7 individuals (6.4 million), reached a total of 12.6 occupancy rates and ADR. Combined with a million) rose 3.0%, also fueled by the leisure million trips in 2016. more diversified market mix, ADR fell slightly market, which grew 3.4% over the previous year. below 2015 levels ($281 vs. $291). Leisure travel (+4.2% YOY) remains the engine 48.1M Domestic of visitation, with 48.2 million trips. Vacation 2015 Room Supply (K) Room Demand (M) ADR (Average Daily Rate $) 2016 M travel accounts for three-quarters of the Total Rooms in Active Total Rooms-Nights Sold + 12.7 International segment, but visiting friends and relatives $400 2016 YE Average Inventory (VFR) remains important. $300 $281 $200 * 58.5 60.7* +5.6% +4.1% M 56.5 $100 12.6 Jul Apr Jan Oct Jun Feb Mar Nov

12.3 Aug Sep Dec 60.7 12.0 May 2015 Total Visitors OCCUPANCY (%) 2016 44.4 46.2 48.2 106.6 112.5 33.7 35.1 100% 2016 YE Average Global markets were mixed as some regions, notably Western Europe, adjusted to unfavorable 90% exchange rates and weak economic growth. On 88% the positive side, Asian markets, including South 80% 2014 2015 2016 Korea (+11%), India (+9.8%) and China (+9.2%), 70% Total Visitors (millions) exhibited solid gains. Latin America—except for Jul Apr Jan Oct Jun Feb Mar Nov Aug Sep Dec May Brazil (-6.8%)—showed growth in 2016. Leisure Business 2015 2016 2015 2016

*Note: Numbers may not sum due to rounding. Source: NYC & Company, as of April 2017 2017 Outlook The forecast for 2017 remains positive (+1.6%), Visitation Forecasts heading toward another record at 61.7 million International travel forecasts show a slight drop in 2017 visitation, NYC 2017 Top 20 International Markets (visitation in thousands) total visitors. down 2.1%, as uncertainty about several travel ban proposals and “extreme vetting” procedures show signs of dissuading RankRank** Country 2016 2017(f) On the international front, policy challenges, the visitors. Early indicators point to underperformance from key strong dollar and slowing GDP growth rates in markets; accordingly, we project 12.4 million visitors, 300,000 1 United Kingdom 1,222 1,141 both developed and emerging economies may below 2016. Leisure travel will drop 2.5%, while business travel 2 China (PRC) 950 1,006 deter travelers’ plans. will remain flat. The European region—New York City’s number one international source market—is forecast to drop 3.2% in 3 Canada 919 903 The domestic story remains more positive, as 2017. Asian markets will see slower growth year over year. 4 Brazil 817 811 the national economy finds firmer ground. Simultaneously, economic uncertainty in South America will Increased employment and a recovery in keep major markets on the negative side. 5 France 740 716 business investment suggests additional gains in 6 Australia 685 681 US-based visitation to NYC. Domestic travel is projected to rise; a net gain of 2.6%, or 1.2 7 Germany 647 604 million individuals. Strong employment forecasts, anticipated GDP growth and low energy prices will spur domestic leisure 8 Italy 531 522 60.7* 61.7 58.5 travel to 3.0% growth. Business travel is expected to grow 1.0%, to 9 Mexico 449 419 10.5 million, a pattern seen since the 2008 downturn. 12.7 12.4 10 Spain 426 417 12.3 48.1 49.3 46.2* 11 South Korea 388 399 10.5 10.2 10.4 12 Argentina 392 386 13 India 319 338 14 Japan 325 331 46.2 48.1 49.3 36.1 37.7 38.8 15 Ireland 250 228 16 Switzerland 229 221 17 Netherlands 227 217 18 Sweden 218 214 19 Israel 202 207 2015 2016 2017(f) 2015 2016 2017(f) 20 Colombia 207 203 Total Visitors (millions) Total Domestic Visitors (millions) International Domestic Business Leisure *Note: Numbers may not sum due to rounding. **Based upon 2017(f) visitation volume Source: NYC & Company, as of April 2017 NYC & Company Key Activities

Throughout 2016, NYC & Company spread the dynamic image of New York City worldwide by actively participating in high-profile industry events, fostering relationships and expanding business (2/1 – 5) Sales Mission (2/19) NYC Talks: Security opportunities spanning all five boroughs. Germany and Switzerland New York, NY

(1/9 – 12) ABA Marketplace (1/20 – 24) FITUR (2/3) New Member Orientation (2/20 – 22) SMU International Louisville, KY Madrid, Spain Convene at 810 7th Ave New York, NY New York, NY (3/2) meetNY New York, NY (1/10 – 13) PCMA Convening (1/21 – 24) SYTA (2/21 – 26) Sales Mission Japan Leaders Vancouver, Canada Summit Punta Cana, (2/9) Destination Showcase and South Korea (3/2 – 6) Incentive Travel Dominican Republic Washington, DC Exchange Las Vegas, NV (1/15 – 17) Holiday World (2/22) NYC PCMA Education Belfast, Ireland (1/21 – 24) MATKA (2/9 – 10) RSAA Summit Day New York, NY (3/9 – 13) ITB Germany (3/16) Annual Meeting at Helinski, Finland New York, NY Lincoln Center New York, NY (1/17 – 19) Collinson Diversity (2/24 – 26) ANATO (3/13 – 15) ASAE Great Summit Atlanta, GA (1/22 – 24) Holiday World (2/10) MPI NCC Annual Bogota, Colombia Ideas Conference (3/16 – 18) Active America Dublin, Ireland Conference & Tradeshow Colorado Springs, CO China Fort Worth, TX (1/20) Business Card Exchange (2/25) European Cities – One World Observatory (1/31 – 2/4) NTA Travel (2/16 – 18) Visit USA Expo Marketing Spring Conference (3/13 – 18) International (3/29 – 31) WTM Latin America São Paulo, Brazil January New York, NY Exchange Atlanta, GA February Brisbane, Australia Madrid, Spain March Summit New York, NY

(7/11 – 15) South American (7/14) Shanghai City-to-City (8/3) DMAI Annual (8/18 – 23) Student and Youth (9/9 – 14) "New" NYC Press (9/20 – 23) IFTM Top Resa Sales Mission Argentina, Tourism Partnership and Lang Convention Minneapolis, MN Travel Association (SYTA) Conferences Denmark, Paris, France Colombia and Peru Stockholm and London July Lang NYC Cultural Tourism Annual Conference Ambassador Announcement (8/9) Site Minnesota Education Orlando, FL (9/23) New Member

(7/14) MPI Golf Tournament Shanghai, China August Meeting Minneapolis, MN (9/9) MPI/PCMA Summit Orientation Convene at Long Island, NY (8/25 – 27) Connect Seattle, WA 810 7th Ave New York, NY (7/20) NYC Talks: Crisis (8/13 – 16) ASAE Marketplace Grapevine, TX (7/17 – 22) Sales Mission Communication Salt Lake City, UT September (9/11 – 14) Heart of Texas (9/22 – 24) JATA World Travel Australia/New Zealand New York, NY (8/29 – 30) Xsite Roadshow Dallas and Fair Tokyo, Japan (8/16– 17) IncentiveWorks Naples, FL Austin, TX (7/21) Sydney Media Event Toronto, Canada (9/26 – 29) European MICE (ECUSA) - Sydney, Australia (8/2 – 9/2) Sales Mission (9/12 – 15) Sales Mission Roadshow UK, Denmark (8/18 – 20) Mexico Ft. Lauderdale and Miami, FL and Germany Key FICP Summer Symposium Ontario, Canada Conventions Tourism (9/16 – 23) Sales Mission (9/28) NYC Talks: Customer Membership Industry Speaking Engagements India Service New York, NY Press NYC & Company Events October April Lotte NYCLotte Palace New York, NY (10/14) DOSMMeeting– Rimini, Italy Incontri(10/13 –15)TTG New York, NY (10/7) NewYorker Techfest (10/2 –7)Sales Mission Brazil Buenos Aires, Argentina (10/1 –4)FIT Capetown, Africa South (4/16) IGLTA Conference Kansas City, MO (4/14) Showcase Destination DayIndustry New York, NY (4/14) GlobalMeeting New York, NY Planet Hollywood (4/12) Business Card Exchange New York, NY Convene at8107thAve (4/11) New MemberOrientation San Antonio,TX Partner Meeting (4/9) ConferenceDirect’s Annual Canada (4/5 –7)Sales Mission

New York, NY (10/27) HSMAILuncheon Forum Ft. Lauderdale, FL (10/25) Marketing Outlook Sherbrooke, QC (10/24 –26) Bienvenue Suntec, Singapore (10/19 –21)ITBAsia Las Vegas, NV (10/18 –20) IMEXAmerica Market) Dubai,UAE (4/25 –28)ATM (Arabian Travel CA Mesa, Costa (4/21 –22)MPISoCal EdCon Frankfurt, Germany (4/19 –21)IMEX IBE Canada (4/19 –21)CanadaMeetWeek – UK andIreland (4/18 –22)Sales Mission Washington, DC (4/25 –28)Springtime Expo Conference Hamburg, Germany (4/25) "New" NYC Press New York, NY (4/21) Tourism Cares/Earth Day

November May Meeting Chicago,IL (11/10) GMPCMA Chapter Conference London, UK (11/10) City Nation PlaceGlobal London,(11/7 –9)WTM UK Panama City, Panama Global Conference (11/5 –7)SITE New York, NY Night –Classic HarborLine (5/23) MemberAppreciation Scottsdale, AZ Incentive Forum (5/22 –26) Meeting& Roundtable New York, NY (5/17) Small Business Italy andFrance (5/9 –13)Sales Mission Washington, DC (5/4) AMP’s Tournament Golf Conference Nashville, TN (11/9 –12)FICPAnnual New York, NY Event atSpring Studios (11/2) Tri-State MeetingPlanner

China Travel andSales Mart Mission (11/11 –16)ChinaInternational Barcelona, Spain (11/29 –12/1)IBTMWorld New York, NY — TheMetropolitan Opera (11/16) Business Card Exchange Show New York, NY (11/10) LICPartnership Trade St. Louis, MO Educational Conference (11/30 –12/3) NCBMP June

New York, NY New York, NY Convene at8107thAve (6/1) New MemberOrientation Olympia, UK (6/14 –16)TheMeetingsShow UK LIC New York, NY (6/14) Neighborhood Network – Congress Atlantic City, NJ (6/11 –14)MPIWorld Education Meeting Phoenix,AZ (6/8 –10)HelmsBriscoePartner (6/2) ESSAE Saratoga NY Springs, Vancouver, Canada (6/1 –6)Cruise3Sixty (6/7) Tourism Ready 1.0 Graduation

December New York, NY (12/19) Visionary &Voices Gala (12/15) Holiday Showcase Chicago,IL New York, NY Convene at237 Park Avenue (12/13) New MemberOrientation – Orleans, LA (12/12– 14)AMEXInteraction –New Symposium Switzerland Bern, (12/12) European Cities Marketing Anaheim, CA (12/6 –8)IAEEExpo Las Vegas, NV (6/27 –30)CVENTConnect Hornblower New York, NY (6/29) Business Card Exchange – Port Washington, NY (6/27) Tournament MPINYGolf Conference St. Louis, MO (6/26 –29)PCMA Education Nashville, TN (6/15 –17)IBTMAmerica New Orleans, LA (6/18 –22)IPW Conference HalfMoonBay, CA (6/22 –24)FICPEducational

Developing a Brand Expanding Social Media Efforts

That Gains Global Trust 2016 Results

Social Reach Success Objectives • Make NYC the most socially shared destination in the world. • Develop the most engaged social media community among our peer set. M • Turn social media into a revenue source by driving website trafc, 212 stimulating e-commerce and generating ad revenue. % 126 of goal

Engagement 6.8M K % 115 12.4 of goal 8.9K Fan Base Relaunching NYCgo.com In June 2016, NYC & Company relaunched its consumer website, M NYCgo.com. 1.2 New Features: % 107 • Mobile-first strategy, including responsive design, of goal high-impact visuals, video integration and storytelling. • Expanded member listings and editorial content. Click Through • New functionality and streamlined navigation to improve travel planning. Digital Partnerships NYC & Company teams up with global digital partners to enhance M Results: our consumer experience. Partners—each industry leaders in 1.2 Website trafc increased 20% following the relaunch largely their respective categories—include Booking.com, OpenTable, Ticketmaster Telecharge Viator % driven by SEO and social media. Mobile usage increased by 23 , and to name a few. With digital 144 percentage points to over 60% of total trafc. API integrations, these alliances together with the “trusted voice” of goal of NYCgo, ofer consumers the confidence to book their favorite hotel, attraction, Broadway show or make a dining reservation if they so choose. Press Positioning – Total 2016 Meet where you NYC Official Publications want to be. “New” New York City Media Coverage NYC & Company’s four specialized publica- In 2016, NYC & Company held “New” New tions provide compelling vehicles to reach York City press conferences in Berlin (during all segments of the tourism market: domestic ITB Berlin), New Orleans (IPW), Sydney (East Official Visitor Guide K Fall 2016 and international, leisure visitors, business Coast USA Roadshow), Copenhagen, Stockholm 3.2 Get to Know and London. The team also highlighted these Total Domestic travelers, meeting & event planners and tour, destination updates during customized media Media Placements leisure, incentive and travel planners. All of Official Meeting and For Travel Planners Event Planner 2016 missions in Toronto, Paris, Seoul, Tokyo and Impressions Worth More Than the publications are available to consumer

Official Travel Zurich, and at China International Travel Mart B M and business readers in print and online at Planner 2016 (CITM) in Shanghai and World Travel Market 3.7 $39 NYCgo.com. (WTM) in London. The “New” New York City storyline was particularly successful, with almost 500 stories placed internationally in 2016. NYC Official Meeting & Event Planner NYC Official Visitor Guide NYC Official Visitor Map Additionally, the team assisted in more than 400 K+ & NYC Official Travel Planner international and 50 domestic individual media 5 visits and brought a total of 82 international Total International M K influencers, travel and lifestyle media to Media Placements 1.2 600 K+ Annual Distribution Annual Distribution New York City through 15 press trips. Impressions Worth More Than 400 75B $160M Readership by Industry Professionals a Year 9.8M 2.8M

Mensile Data Estimated Readership Estimated Readership 11-2016 Pagina 1+10 Foglio 1 / 2

NYC Licensing

i, sumida! E aí, quan- to tempo, hein? Faz o quê? Uns três anos Odesde que nos encontramos NYC & Company signed a deal in July 2016 with CAA-GBG, the pela última vez? Pois é, an- dei acompanhando sua vi-

134153 da pelas redes, vi que você mudou bastante, está cheia de novidades. Como sem- world’s largest brand management company and licensing agency, pre, né? Afnal, você nunca foi de cair na mesmice – até

Codice abbonamento: para fazer jus ao “Nova” do Nova seu nome... Poxa, mas preci- so confessar que me dói um pouco ver que sua vida segue to represent our licensing program outside the US. With this deal agitadíssima sem mim. Que- ria eu poder fazer parte de tudo o que lhe diz respeito... Foi difícil superar sua falta depois daquele setembro de our globally recognized trademarks, such as NYPD, FDNY and 2013. Acho que virei meio York stalker, na esperança de re- TUDO NOVO DE NOVO lembrar alguns momentos WHITNEY MUSEUM que tivemos juntas... Pas- sei a frequentar o Starbucks, Exalando vida nova, a região de Lower Manhattan OCULUS NYC com saudade do seu café fra- branding are now gaining more visibility than ever before. puxa a fla das mudanças que vêm abraçando até co; saí em busca de sanduí- mesmo os clássicos incontornáveis da Big Apple. Ao ches de pastrami; espalhei mesmo tempo, Brooklyn e Queens esbanjam motivos pela casa quadros e objetos para ir além da ilha principal Por Cristiane Sinatura de decoração com referên- cias suas; consulto todo dia In addition to Walmart in the US, our newly expanded global a previsão do tempo no meu celular para saber se você es- tá com frio, com calor, com neve... Enfm, eu me apai- xonei, desculpe. Não que- ria que acontecesse, e para eforts now include Primark and Top Shop in the EU and various você, provavelmente, nem

LOWER MANHATTAN faz diferença, afnal quantos não caem de amores diaria- mente pelos seus encantos de musa inspiradora? Mas é retailers in Japan and Australia. que você me trata tão bem, mesmo sendo tão barulhen- ta, bagunçada e apressada... Bom, senta aí, abre uma Brooklyn, pega um bagel e vamos falar da vida? Se eu me apaixonar ainda mais, tu- do bem, sei que é por minha conta e risco...

VIAJAR pelo Mundo 37 Family Ambassador: Expanding Reach and Teenage Mutant Ninja Turtles Influencing Travel Overview The Family media in Boston, Chicago and Ambassador program was in 23 shopping malls across created to encourage visitation America. and build awareness of New York City as an accessible To raise program awareness Make it NYCTM family-friendly destination. in NYC, additional media Overview Make it NYC is NYC Seen Here NYC & Company New research numbers included bus shelters, taxi & Company’s ofcial meetings showcases the Make it NYC continue to support the need videos, LinkNYC kiosks and conventions marketing campaign in both print and to reach family travelers; the and billboard placements at campaign, serving as a call to digital insertions, emails family segment has grown 23% LaGuardia and JFK Airport action to meeting and event and video across a variety of since 2012 and international terminals to help welcome planners to consider New recognized and distributed family visitation has grown travelers to NYC. The media York City when sourcing media throughout the meetings over 94% since 2007. In 2015, value of the program from May destinations for future events. industry. The campaign was family visitation made up 22% to August 2016 is estimated at The campaign focuses on the also highlighted at over 60 of total visitation to the City. $5 million and has earned more idea that New York City is the conferences, trade shows and than 900 million impressions. most desirable destination client events and is featured on See It for Yourself Seen Here As part of a two-year Since the program launch, in the world, where planners all Convention Development Overview With an objective to Seen Here The fall cooperative campaign to inspire travel to the press team has secured an want to say they’ve planned and Destination Services’ drive international visitation, marketing partnerships NYC, NYC & Company’s Family estimated earned media value an event, and where attendees collateral materials. the tourism campaign See It increased promotion via owned Ambassador program in of $2.2 million with a total of always want to visit. for Yourself launched in spring and paid assets ranging from partnership with Nickelodeon 2.31 million gross impressions 2016 in eight countries via social media to digital content, and the Teenage Mutant Ninja including a front-page spread JCDecaux OOH media, with an advertising, trade events as Turtles brand has been in Metro Meet estimated value of $11.5 million well as in-flight entertainment, promoted through outdoor section. Brooklyn generating approximately 8 representing an additional 30% where billion impressions. of the total media investment More To Do valued at $3.2 million. Partners you Brooklyn Botanic Garden bbg.org In fall 2016, travel partners include British Airways / BAH This lush 52-acre property is conveniently located next to Prospect Park and the Brooklyn were identified for cooperative (UK), FTI (Germany), Qantas want Museum. The glass-walled Palm House and breathtaking Atrium are available for private events. Brooklyn Botanic Garden marketing agreements to (Australia), Thomas Cook Luna Park at Coney Island to be. lunaparknyc.com Treat attendees to an epic event increase reach and utilize (France), Globalia (Spain), at world-famous Coney Island, where they can enjoy walks on the boardwalk, dips in the tactical ofers to drive bookings Viaggidea (Italy) and CVC Atlantic Ocean, carnival rides and games, including the famed Cyclone roller coaster. Full catering packages are available. over the winter. With over (Brazil).

A Slice of Brooklyn Bus Tours asliceofbrooklyn.com 7 billion impressions, the This insider’s guide to the borough is best known for its pizza tours, but the company’s campaign’s total value was OOH media placements Seafood recently introduced chocolate tours are also a hit. Tours Salad! depart from Manhattan. Bayou Luna Park at Coney Island estimated at $10 million in included prominent travel 1072 Bay St. Staten Island, NY 10305 Ramen Burger! OOH media placement. hubs: London, Manchester, Ramen Burger 13-13 40th Ave. Five-Borough Venues Queens, NY 11101 Berlin, Frankfurt, Sydney, Cereal Milk Meetings Guide Peanut Butter NY Metro Events: Ice Cream! – Brooklyn Cruise Terminal Melbourne, Paris, Rome, Milan, Momofuku and Jelly Milk Bar Duggal Greenhouse Doughnuts! 382 Metropolitan Ave. Doughnut Plant Brooklyn Expo Center Madrid, Barcelona, São Paulo Brooklyn, NY 11211 379 Grand St. Brooklyn Botanic Garden Manhattan, NY 10002 The Liberty Warehouse and Rio.

Brooklyn Academy of Music Broccoli Hot Dog! Fantastic NYC Overview In partnership with Warner Bros. Entertainment Inc, capitalizing on NYC’s featured presence in the newest J.K. Rowling film, Fantastic Beasts and Where To Find Them, the Fantastic NYC campaign ran October–November to create awareness of the film and inspire travel to NYC.

The campaign showcased the unique and magical See Your CitySM experiences exclusive to New Overview See Your City’s goal York City through inspired is to continue to inspire NYC content, on-the-ground This fall, we partnered with Seen Here To provide the NYCgo.com hosted In partnership wth Virgin locals to explore and venture activations, as well as travel Beautiful Destinations, consumer with insight and inspirational content via Atlantic, a UK press group beyond their block (building packages. With the UK as a the world’s largest travel inspiration, each neighborhood themed guides, promotion experienced the first live radio on U.S. Travel’s Project Time specific target audience, in influencer, who shared their guide featured a custom video of the UK targeted travel broadcast in-flight before Of). Due to the campaign’s mutual partnership with #SeeYourCity moments, showcasing the flavor of that package with Virgin Holidays arriving in NYC for a Fantastic popularity among both locals Virgin Atlantic and Virgin generating over 7.5 million neighborhood from the local and a custom tour inspired NYC familiarization tour. and visitors, in fall of 2016, Holidays, specific press and engagements on Instagram perspective. Neighborhood by locations featured in the Additional press hightlights See Your City expanded to consumer activations were and Snapchat. Highlights, with mapping movie in collaboration with On include a spread in Time an evergreen social UGC present throughout the functionality, provided insights Location Tours. Out London, an article in inspiration platform, featuring country. #SeeYourCity images of In Q1, See Your City’s on what to do in each area—all Travel+Leisure and a custom what’s trending across the five Neighborhood Highlights, in with the goal to get people to Seen Here The campaign was blog post on J.K. Rowling’s boroughs, providing a resource partnership with American “get out and explore beyond supported by owned and Pottermore website. and inspiration board for locals Express, featured places to your block!” #SeeYourCity partner promotional channels and visitors alike. The success visit within 13 neighborhoods continues to grow with over via social, email, digital, along Overall, the program garnered of the initiative has been seen across the five boroughs. 280,000 hashtag uses. with OOH media. NYC street over 8 million impressions in through its organic use and Neighborhood Highlights pole banners posted during earned media while receiving engagement of #SeeYourCity. complement the existing NYC Comic Con and the an estimated 59 million gross user-generated content on week of the movie’s release, impressions through various The program continues to work the See Your City page to November 18, while JCDecaux press coverage. with influencers, members and further provide insights on media ran throughout greater brands who love NYC and are what to do and see in various London with Virgin Holiday’s inspired to share their amazing neighborhoods. travel ofer. NYC images on Instagram.

Continued on next page Dear Fellow Diners:

Welcome to NYC Restaurant Week Winter 2017. NYC is DINING GUIDE vibrant and brisk during this season, as strong winds blow and winter lights shine with clarity. Enjoy the warmth and WINTER 2017 hospitality of a good meal, which you can choose from among 34 international cuisines in 40 neighborhoods across the City. There are now over 380 participating restaurants, making this one of the most compelling and significant dining experiences in the world.

New York City is the original home of Restaurant Week and the inspiration for the many Restaurant Weeks that now occur throughout the US. Our inspiration is to provide a true celebration of dining, as you enjoy a mini-vacation with your family, friends and colleagues.

Restaurants are one of our city’s greatest attractions. When Nonstop you join us for NYC Restaurant Week, we know you will have a memorable experience enjoying the quality, variety and hospitality that makes New York City the dining capital of the world.

Sincerely,

Tracy Nieporent NYC Chairman, NYC & Company Restaurant Committee

Nonstop NYC – Winter 2017 NYC Restaurant Week® Overview To encourage winter visitation during Seen Here The Nonstop campaign targeted Overview The 2016 programs continued to Seen Here The media campaigns for both the typically slower post-holiday period, NYC prospective overnight travelers in Philadelphia, reach the primary goal of supporting the seasons included out-of-home, digital, print, & Company created a new marketing campaign, Boston and Washington, DC. The initiative restaurant industry during historically slow email, taxi video, LinkNYC kiosks and collateral. Nonstop NYC, that bundles together all the delivered 15 million digital advertising periods of the year while raising awareness In 2016, NYC Restaurant Week had a heavy focus programs below. impressions on Facebook, Google (paid search), of the NYC Restaurant Week program. NYC on social media and influencer engagement NYC Attractions WeekSM (Jan. 17–Feb. 5) Philadelphia Magazine, Time Out, Thrillist, and Restaurant Week features over 380 participating to showcase the restaurant experience and NYC Restaurant Week® (Jan. 23–Feb. 10) Adara (programmatic buy pinpointing likely restaurants, ofering 34 cuisines in 40 diferent expand the program reach to new consumers. NYC Broadway WeekSM (Jan. 17–Feb. 5) travelers). Plus, the campaign was promoted on neighborhoods across the City. Influencers and a daily Instagram contest NYC Of-Broadway WeekSM (Feb. 27–Mar. 12) NYC & Company’s consumer channels including helped to reinforce this message. NYCgo.com, social media and email marketing. The 2016 winter and summer programs drove The campaign’s tagline, “Why Wait? See More, over 450,000 seated diners to participating Spend Less This Winter,” emphasizes the value restaurants and generated over $13.5 million of visiting NYC in the winter and highlights how in online reservations. Summer 2017 will mark January, February and March feature the best the 25th anniversary of the program, which will hotel rates of the year. be celebrated with new program elements and content partnerships. The Nonstop initiative was promoted via digital media, targeting the Philadelphia, Boston and Washington, DC, markets. NYC Attractions WeekSM NYC Broadway WeekSM NYC Off-Broadway WeekSM The 2016 winter and fall Overview The first-ever NYC Seen Here The media campaign Overview The year 2016 marked Seen Here The media Overview Celebrating its seasons saw a total of 11,853 Attractions Week program for NYC Attractions Week the seventh anniversary of campaigns for both seasons eighth year in 2016, NYC Of- tickets sold, generating over launched January 17–February included print, digital, email NYC Broadway Week, which included out-of-home, print, Broadway Week continues to $442,000 in revenue. 5 with tickets on sale January and social promotion. The fully continues to reafrm the digital, email, taxi video and reafrm its original goal, to 5. The program targeted integrated campaign received original goal to support the collateral. A stronger emphasis raise awareness of the Of- Seen Here The media New York DMA and tristate/ significant press coverage from Broadway theater community was placed on social media, Broadway community while campaigns for both seasons commuters to help boost Newsday, The Washington Post, during the historically slower targeting consumers based supporting participating included out-of-home, digital, sales during the Q1 needs CBS, Afar and Time Out. The periods of the year. NYC on interests (performing arts, shows during historically email, taxi video, LinkNYC period. Over 70 tours, cultural program was also messaged Broadway Week is aimed to concerts, plays, etc.) slow periods of the year. NYC kiosks and collateral. Like organizations, performing arts through out-of-home media attract both theater lovers Of-Broadway Week gives NYC Broadway Week, stronger and attractions participated, throughout NYC including bus and those looking for great The 2016 fall season saw 102,022 theatergoers an opportunity emphasis was placed on social ofering 2-for-1 ofers. Some of shelters, taxi videos and within value, primarily in the New tickets sold, generating $7.2 to explore diverse show media promotion, targeting the participants included the LinkNYC kiosks. York DMA and the Acela million in revenue with 19 productions and attracts both consumers based on interests Brooklyn Museum, Empire corridor (Boston, Hartford, shows participating. travelers and locals looking for (specific genres, interactive State Building Experience, Philadelphia, Washington, great value, primarily in the performances, concerts, Food on Foot Tours, Bronx Zoo DC). The 2016 winter and fall New York DMA area. plays, etc.) and Staten Island Museum. season saw 232,083 tickets sold, generating over $16 million in revenue. This past January, Winter Broadway Week sold over 88,000 tickets, marking another successful season. Board of Directors

Emily Rafferty Frank Castronovo Ellen Futter Jeffrey Kay Scott Nadeau Tim Tompkins Chairman Frankie’s Spuntino American Museum of Natural Muss New York Marriott Marquis Times Square Alliance History Charles Flateman Susan Chin Larcelia Kebe Anthony Napoli Maria Torres-Springer Vice Chairman Design Trust for Public Space Sandra Garcia Betancourt Harlem, Your Way! Tours Briggs, Inc., a DMC Network NYC Economic Development Sugar Hill Children’s Museum of Company Corporation Fred Dixon Harry Coghlan Art & Storytelling Lynn Kelly President and CEO ClearChannel Outdoor – New New Yorkers for Parks Richard Nicotra Nick Valenti York Division Alicia Glen The Nicotra Group, LLC Patina Restaurant Group Ofce of the Mayor David Keys Michael Cogswell Hilton Worldwide New York Tracy Nieporent Jorge Daniel Veneciano Wilma Alonso Louis Armstrong House Museum Thelma Golden Myriad Restaurant Group Museum of Arts and Design Fordham Road BID Studio Museum in Harlem Patti Lee Joseph Daniels Macy’s New York, Inc. Travis Noyes Peter Ward Gina Argento The National September 11th Scott Goldsmith New York Wheel/Empire Outlets NY Hotel & Motel Trades Council Broadway Stages Memorial and Museum Intersection Media LLC Thomas G. Lewis Transportation Ventures, LLC Jonelle Procope Gerri Warren Merrick Jaclyn Bernstein Susan Delvalle Eric Gordon Apollo Theater Foundation Warren Merrick Communications Empire Force Events Arts Consultant Beyond Times Square Lisa Linden LAK Public Relations, Inc. Laura Raicovich Lloyd A. Williams Andrew Bodziak Lisa DeRosa Maneesh Goyal Greater Harlem Chamber of Starwood Hotels of New York American Express MKG Kerry Mack Commerce Highgate Hotels – New York Area Anthony Ramirez II Daniel Boockvar Keith Douglas Gail Grimmett Bronx Beer Hall Jack Withiam, Jr. New York Cruise Lines KD & CO, Inc. Tzell Travel Group Erika Mallin Event Services & Management, Signature Theatre Company Taryn Sacramone LLC Thomas Bosco Mary Farrell Maria Hinojosa Queens Theatre Port Authority of New York and Top of the Rock Observation Deck The Futuro Group Susan Marenoff-Zausner Tren’ness Woods-Black New Jersey & Rockefeller Center Intrepid Sea, Air & Space Museum Marcus Samuelsson Sylvia’s “Soul Food” Restaurant Caroline Hirsch Marcus Samuelsson Group Gale Brewer Carolines on Broadway Mark Marmurstein Kathy Wylde Manhattan NYC Department of Cultural Twin America Andreas Sappok Partnership for New York City Afairs Margaret Honey Imagine Communications Michael Burke New York Hall of Science Fernando Mateo Brett Yormark Statue Cruises Mike Fiorentino La Marina Joseph E. Spinnato Brooklyn Nets and Barclays Center Manhattan Center Studios Hervé Houdré Hotel Association of NYC Judith Byrd InterContinental New York Spencer Means Tim Zagat Byrd Retail Group Joel Fisher Barclay Corcoran Realty Charlotte St. Martin Zagat Survey Madison Square Garden The Broadway League John Calvelli Jukay Hsu Wildlife Conservation Society Jeff Friday Coalition for Queens NYC Mayor’s Ofce of Media & Alan Steel Film Life Inc Entertainment Jacob K. Javits Convention Center Zachary Carter Paul Insalaco of New York New York City Law Department Rick Friedberg BF9 Connect Mitchell B. Modell Liberty Connections, Ltd. Modell’s Sporting Goods Names in bold indicate As of December 31, 2016 Executive Committee members. NYC & Company Ex-officios Senior Leadership

Eric Adams Regina Myer Fred Dixon Nevah Assang Kelly Curtin Brooklyn Borough President Brooklyn Bridge Park President and Senior Vice President, Executive Vice President, Chief Executive Ofcer Cultural & Community Membership & Destination Relations Services Daniel A. Biederman Daniel Nigro Bryan Grimaldi 34th Street Partnership Fire Department, City of New York Marnie Baretz Makiko Matsuda Healy Chief Operating Ofcer Managing Director, Senior Vice President, General Counsel Global Tourism Development Alfred C. Cerullo, III James Oddo Programs & Partnerships Grand Central Partnership Staten Island Borough President Kevin Booth Jason Berman Chris Heywood Chief Financial Ofcer Managing Director, Senior Vice President, Brand Marketing Global Communications Wellington Z. Chen James P. O’Neill Chinatown Partnership, Local New York Police Department Bernadette Carter Donna J. Keren Development Corporation Managing Director, Senior Vice President, Alicia Pierro Marketing Operations Research & Analysis Ruben Diaz, Jr. Big Apple Greeter and Strategy Bronx Borough President Rich Lovatt Jerry Cito Senior Vice President, Finance Tucker Reed Senior Vice President, Meera Joshi Convention Development Maria Wilcox Taxi & Limousine Commission Senior Vice President, Hotel Relations Melinda Katz Department of Parks and Recreation Queens Borough President

Francis Tedesco Jessica Lappin Academy Bus Tours Downtown Alliance

Melissa Mark-Viverito New York City Council Financials

In 2016, NYC & Company changed to a June 30 fiscal year-end from calendar year-end to better align with New York City’s June 30 fiscal year. As a result, 2016 represents the 6 months ending June 30, 2016 whereas 2014 and 2015 represent full calendar years. During 2016, the company negotiated a new 5-year contract with New York City, which begins July 1, 2017. City funds increased to $21.2 million annually for fiscal 2017, an increase of $3.4 million, or 19%, over fiscal 2016 and an increase of over $4.7 million, or 28%, and $8.9 million, or 72%, over calendar 2015 and 2014, respectively.

6 Months 12 Months 12 Months 2016* 2015 2014 New York City Funds 8.9 16.5 12.3 Sponsorships 2.5 4.4 7.4 Member Dues 2.6 4.9 4.7 Publications 1.3 2.5 2.5 Website 1.0 2.5 2.8 Other Income 1.3 3.5 4.2 Licensing 0.5 1.1 1.1 Other Grants 0.3 0.5 0.5 Total 18.4 35.9 35.5

*Represents the 6-month period ending June 30, 2016