NEWPORT BEACH NEXT • INTEGRATED COMMUNITY ROADMAP 3

TABLE OF CONTENTS

Newport Beach & Company Dine Newport Beach Mission Statement 04 Mission Statement 22 Objectives and Strategies 05 Objectives and Strategies 23 Executive Commitee 06 Goals 25 Executive Staff 07 Budget 25 Budget 08 Strategic Plan Schematic 09 Enterprise Newport Beach Balboa Village/Balboa Island Mission Statement 26 Visit Newport Beach - Leisure Objectives and Strategies 27 Mission Statement 10 Goals 30 Objectives and Strategies 11 Budget 31 Goals 13 Budget 13 Newport Beach TV Mission Statement 32 Visit Newport Beach Conference Sales Objectives and Strategies 33 Mission Statement 14 Goals 35 Objectives and Strategies 15 Budget 35 Budget 17

Celebrate Newport Beach Mission Statement 18 Objectives and Strategies 19 Goals 20 Budget 21 4

NEWPORT BEACH & COMPANY Mission Promise Newport Beach & Company is a creative Newport Beach & Company is a “Newport Beach & and focused community-marketing progressive, dynamic and innovative agency that is singularly committed marketing organization that brings Company aspires to telling the integrated Newport a results-oriented mindset along Beach brand story. By embracing a with forward-looking attitude to the to be the national variety of neighborhoods, businesses community it serves. Embracing a and individual unique voices into a learning centered environment where model for outstanding complementary story, Newport Beach & ideas can develop and be best used for Company strengthens all of its partners, the benefit of its partners, Newport integrated community drives new revenue to the city and Beach & Company’s team is a passionate enhances its overall vibrancy. steward for the Newport Beach brand. marketing and It is resourceful in creating meaningful brand leadership.” marketing programs and services and Vision setting the standard for outstanding Newport Beach & Company aspires to destination leadership. be the national model for outstanding integrated community marketing and brand leadership. As an entrepreneurial leadership organization, Newport Beach & Company is creative, innovative and professional in building destination awareness both locally and nationally which drives business and economic growth. It strives to do for its partners and stakeholders what they cannot do individually. 5

Objectives interoperability of platforms and following areas execute specific roles Enhance and support all Newport Beach applications. and responsibilities. & Company efforts by providing consistent, ethical, and transparent Newport Beach & Company will The Brand Marketing Team is policies in the financial, human continue to seek out open-source comprised of three functional resources, and technological operations. platforms, such as our Content areas: communications and System (CMS) for our management; marketing and strategic Strategies websites, which use WordPress software. partnerships; and and Professional development is Additionally, utilize our Customer new media. important to Newport Beach & Relations Management (CRM) tools Company for the purpose of staff to expand the organization and each The communications and brand education and development especially business unit managed within it. marketing team leads Newport Beach since the team is now managing projects & Company’s international marketing, for a variety of business units. The Newport Beach & Company also will media relations, communications, brand purpose of encouraging staff to stay utilize strategic partnerships with management and design initiatives. up-to-date on training in their field is to vendor and service providers that The marketing and strategic improve the performance of our team will allow pinpoint accuracies and partnerships team leads the company’s and keep Newport Beach on the cutting controlled cost variables to ensure as marketing and , special edge of what is happening in all areas. we grow we best manage tools (both events, business development and Professional development promotes hardware and software) that will benefit sponsorship, Enterprise Newport the growth of individuals to strengthen not just one but all parts of the overall Beach, Dine Newport Beach and visitor their skills used on the job and in our organization. concierge program including the community. Professional development Fashion Island Visitor Center. also provides the opportunity to Operations develop a sense of purpose, learn The operation of Newport Beach & The digital marketing and new best practices, broaden a positive Company is best visualized in this media team leads Newport Beach perception of our organization, schematic framework to indicate how we & Company’s digital marketing, network with those in our industry, carry out all of the business functions. website, e-mail marketing, social and increase the capacity to gain The Brand Marketing Team is where all media, blogging, video production and knowledge and mastery of techniques. of the marketing work is carried out for Newport Beach TV. each of the business units. Technology Infrastructure Within the Brand Marketing Team, the & Support The technology infrastructure and support is a critical component of Board of Directors Newport Beach Foundation the existence of Newport Beach 501(c)6TOT 501(c)3 & Company. The technology Community Leadership infrastructure includes the hardware, Financial/ President/CEO Development Administrative Team software, communications platforms, and database management to ensure Brand Marketing Team the organization is optimized for peak performance, management and Visit Newport Dine Celebrate TV Enterprise security. The infrastructure and support Beach Inc. Newport Beach Newport Beach Newport Beach Newport Beach includes contingency arrangements and Destination Marketing Marketing, Sales Marketing Sales, Marketing, Sales Marketing, Sales direction for acquisition of technology Sales and Services and Services Services and and Services and Services • Meeting Planners • Residents Operations • Residents • BID • Select Event Commmunications resources. It considers changes in the • Visitors • Visitors • Visitors Execution competitive environment, economies • Special Events • Community Events • B2B Support • New Event • Business Retention of scale for information systems Development • Sports Support staffing and investments, and improved 6

EXECUTIVE COMMITEE ANDY THEODOROU HOMER BLUDAU CHAIR MEMBER AT LARGE Newport Dunes Waterfront Resort & Marina Former City Manager

DENNIS O’NEIL VICE CHAIR KARL KRUGER City of Newport Beach MEMBER AT LARGE Fairmont Newport Beach

LINDA BEIMFOHR DEBBIE SNAVELY SECRETARY PAST CHAIRPERSON Hornblower Cruises & Events Marriott Newport Beach Resort & Spa

CANDACE BISCONTE TREASURER ACCESS Destination Services

BOARD OF DIRECTORS

BRION AMENDT RUSS KLINE TOM POLLACK Newport Channel Inn American Express ExplorOcean

CRAIG BATLEY KARL KRUGER NINA ROBINSON Burr White Realty Fairmont Newport Beach Hoag Hospital

LINDA M. BEIMFOHR, GIUSEPPE LAMA GREGG SCHWENK Hornblower Cruises & Events The Resort at Pelican Hill Newport Beach Film Festival RUTH BENJAMIN MELODY LANTHORN-GALE Hyatt Regency Newport Beach Newport Beach Marriott Bayview DEBBIE SNAVELY Newport Beach Marriott CANDACE BISCONTE ROBERT LECK Hotel & Spa ACCESS Destination Services Radisson Hotel Newport Beach ANDY THEODOROU HOMER BLUDAU DAN MATUSIEWICZ Newport Dunes Waterfront Former City Manager Finance DirectorCity of Newport Resort & Marina Beach ANNIKA CHASE TANYA THOMAS Disneyland Resort CAROL MCDERMOTT Fashion Island Entitlement Advisors, LLC SAM ELRABAA JIM WALKER Balboa Bay Resort DENNIS O’NEIL Bungalow Restaurant City of Newport Beach CHIEF JAY JOHNSON GERARD WIDDER Newport Beach Police Dept. Island Hotel 7

EXECUTIVE TEAM GARY SHERWIN MICHELLE DONAHUE PRESIDENT & CEO SENIOR VICE PRESIDENT OF SALES

LESLEY SWAIN CHIEF FINANCIAL OFFICER CATHERINE KENNEDY DIRECTOR OF ADMINISTRATION/ ASSISTANT TO THE CEO

DOUG McCLAIN SENIOR VICE PRESIDENT/ CHIEF MARKETING OFFICER

NEWPORT BEACH & COMPANY TEAM

MARKETING TEAM HILLARY BURTON FASHION ISLAND National Account Director (Pacific VISITOR CONCIERGES MARK RUDYK Northwest; Hawaii/Alaska, California Senior Director of Digital Marketing LEON RODGERS State Associations; Northern CA; and New Media Visitor Concierge Canada) JANE DRYDEN STACY ALFARO Director of Brand Management MICHELLE DEVINE Visitor Concierge National Account Director (Orange and Design County Key Accounts; North & KAREN FLEMING LESLIE DODS South Carolina; Northeastern U.S.) Visitor Concierge Director of Special Events

and Development LORI HOY National Account Director (Silicon NEWPORT BEACH BRIANNA SAUCEDO Valley; San Diego; Arizona; Texas; PRODUCTION TEAM Digital Marketing Specialist New Mexico & Southeastern U.S.) DOMINIC DIMARE COLLEEN COSTELLO ENRIQUE PAULO Production Team Leader Marketing Coordinator National Account Director (Orange County, CA; Midwest) LUIS HERERRA HALY HAIGH Videographer/Editor Front Desk Visitor Concierge AMANDA RENEE KENNING Sales & Service Associate ED OLEN Videographer/Editor ERIN STAPLEY SALES TEAM Sales & Research Coordinator AMANDA KLIEM NEWPORT BEACH FOUNDATION Director of Sales (Orange County: HOMER BLUDAU Newport Beach, Costa Mesa, Santa Executive Director Ana, Anaheim; Washington, D.C.; Maryland; Virginia; Utah; Colorado; Nevada) 8

BUDGET

NEWPORT BEACH & COMPANY FY 2015 FY 2016 FORCASTED REVENUEE $2,274,785 $2,820,080 OPERATING EXPENSES $2,032,395 $2,527,380 ADVERTISING $76,264 $47,000 COMMUNITY RELATIONS $66,330 $145,500 DIGITAL MARKETING/ADVERTISING $16,000 $88,700 & COMMUNICATIONS $75,000 $11,500 9

THREE-YEAR STRATEGIC PLAN SCHEMATIC: 2015/2016–2017/2018

OUR CORE FOCUS Enhance Increase OUR PURPOSE AND DIRECTION Drive New and/ or Current Demand Community Entrepreneurship Mission Engagement and Integration Newport Beach & Company is the community marketing agency that is OUR STRATEGIC GOALS singularly committed to telling the Elevate Destination/ Raise Community Leverage integrated Newport Beach brand story Coordinate Measurable Community Marketing Involvement Necessary to targeted audiences and thereby Business Unit Strategies strengthening all of its partners, driving Awareness and Conversion and Profile Resources new revenue to the city and enhancing the overall economic vibrancy. OUR PRIORITY INITIATIVES

• Increase financial support • Increase • Lead Board Vision VNB Newport Beach & Company is the • Maximize OCVA and through sponsorships community succession national model for outstanding Visit California marketing • Enhance bleacher presence planning integrated community marketing and opportunities locations and sales for through brand leadership. As an entrepreneurial • Participate in OCVA China Parade offline/online • Institute organization, Newport Beach & Company and Middle East visitor • Explore further television conversations ongoing staff is innovative and professional in building market preparedness coverage of Parade talent search destination and community awareness program • Investigate new methods • Reinstitute both locally, nationally and internationally • Increase branded drive-in to sponsor the July 4 Partner • Know capital/ which drives business and economic market programming Dunes event Annual Dinner operating growth. It strives to do for its partners • Enhance digital platform system needs and stakeholders what they cannot do marketing NBTV • Reactivate with related individually. • Investigate mobile visitor • Develop new revenue Annual budget information center opportunities Marketing • Increase New York • Create new hotel in-room Forum • Ensure self- OUR CULTURE conference sales video channel supporting Values Respect engagement • Expand to 24 hour • Increase business units Wellness • Expand overall conference programming exposure for Integrity sales marketing • Develop new studio the Newport • Develop new Employee Engagement programming facility for improved Beach brand conference Learning and Knowledge • Strengthen TBID individual programming and revenue through sales Adaptability and Innovation hotel marketing efforts generation high value marketing Customer and Stakeholder-centric • Produce new historical opportunities business unit DNB series on Newport Beach to enhance • Increase stakeholder group Brand Promise Newport Beach & Company is a engagement ENB business progressive, dynamic and innovative programming • Strengthen programming marketing organization that brings a • Determine comprehensive for neighborhood districts results-oriented mindset along with a new funding formula based on individual forward-looking attitude to the community • Explore partnership with strategic plans it serves. Embracing a learning centered new Food and Wine • Further integrate environment where ideas can develop Festival enterprise marketing and be best used for the benefit of its • Continue strengthening across all business units partners, Newport Beach & Company’s Restaurant Week team is a passionate steward of the • Increase online booking FNB Newport Beach brand. It is resourceful in capacity through new • Investigate film creating meaningful marketing programs website commission formation and services and setting the standard for • Seek potential partnership outstanding destination and community CNB opportunities with State leadership. • Develop “special guest” of California and Orange concept every night of the County Christmas Boat Parade OUR BUSINESS UNIT ABBREVIATIONS CNB: Celebrate Newport Beach DNB: Dine Newport Beach OUR STRATEGIC OUTCOMES ENB: Enterprise Newport Beach FNB: Film Newport Beach NBTV: Newport Beach TV • Improved communitywide marketing • Higher group room night production and VNB: Visit Newport Beach effectiveness across all business units client loyalty • Strengthening of the Newport Beach • Maximization of signature special event community brand production with improved economic impact • Greater and more integrated visitor and brand enhancement industry marketing • Increased bottom line revenue for City and • Improved cost efficiency across all business units individual businesses 10 10

VISIT NEWPORT “…partner with BEACH the tourism and LEISURE TRAVEL hospitality industry

Mission by protecting and As the City of Newport Beach’s official nurturing the Destination Marketing Organization, the mission of Visit Newport Beach destination brand…” Inc. is to partner with the tourism and hospitality industry by protecting and nurturing the destination brand and to deliver additional spending by leisure and conference visitors, leading to enhanced community economic vitality and quality of life.

Visitor Brand Promise Newport Beach is an Orange County coastal fantasyland that represents a “taste of the perfect life,” a place where visitors can experience a friendly, sophisticated, aspirational lifestyle that permits them to escape from daily reality. Comprised of a collection of unique islands and neighborhoods that form their own distinct character, the destination offers a combination of affluence, quaintness, casual glamour and attention to detail. Coupled with the manmade and natural beauty of the destination, this is the place that allows the visitor to relax and recreate the dream of what can be. 11

Objective • Reservations: Continue the growth of also focus on building searchable Increase overall leisure travel to partner activities for booking online content while watching trends on Newport Beach through research-based, while promoting more opportunities how social media content feeds into innovative, and effective integrated for lodging exposure. search indexing. marketing initiatives.  Social Media: Focus also will be on increasing Strategies • The social media plan will continue analytic data points to increase event Research & Planning to focus on content growth with tracking and set conversion goals to Conduct annual tourism destination increased segmented content from better understand how changes are research and planning to support all the different business units that fall positively affecting end results and brand and marketing initiatives. under Newport Beach & Co. for allowing a better understanding of a diversified offering to the Visit consumer behavior. Awareness & Brand Management Newport Beach followers. Generate awareness of a positive Search Engine Marketing: destination brand identity that is in Social media channels will continue to • P aid search advertising is a key sync and consistent with Visit Newport be developed with a content strategy component of the overall plan and Beach’s Brand Promise. plan to maximize engagement while objectives online while supplementing building new channels for business SEO and organic growth. Budget Collateral endeavors supporting other business resources will increase by 10% year Produce a variety of online and printed unit goals. over year and will focus on keyword collateral materials that promote matching results from analytics to Newport Beach and its partners to Email: optimize for best performing/volume visitors and local residents. • Visit Newport Beach will continue keywords. Additionally continual developing email acquisition strategies A/B testing of ad groups for increased Online Marketing and growth while focusing on results will be optimized through the Website: For the 2015/16 year, focus segmentation of lists. The digital team fiscal year. will continue on phase II of a full will continue using ExactTarget for mobile plan, to enhance experiences targeted drip campaigns and follow- Leverage Newport Beach & Co. on mobile devices, look at integration up flows with continual subsidiary websites & online channels: points with emerging technology and refinement of email practices and • Additional development and hardware (apple watches/wearable engaging with more frequency with participation on divisional websites products) and increase key metric goal partners, consumers, and meeting that fall under the Newport Beach & conversions. Other areas of focus will be planners will be top priority. Co. umbrella will be a key part of the the following: overall online marketing plan to cross-promote the destination and • Meetings: Look at expanding more Search Engine Optimization: all of its components. tools and information in our meetings • Continual optimization and content sections with the goal of RFP and creation is vital for the indexing These leveraged channels are: planner conversions. and organic search growth of VisitNewportBeach.com. Focus will • Dine Newport Beach • Weddings: Continue to develop remain on optimizing the front and • Celebrate Newport Beach content to help increase exposure back-end keyword content while for Newport Beach as a weddings • Enterprise Newport Beach (Balboa creating new content that is relevant destination. Village Merchant Association, Balboa to the overall objectives and goals of Island Marketing Inc.) • Stakeholders: increase the Visit Newport Beach. This includes business listings and leverage other expansion of detail in each of the • Newport Beach TV developments from Dine NB, individual 10 neighborhoods and Enterprise Newport Beach and growth of stakeholder representation Media Relations & NBTV to bring full-featured among Restaurants and Things to Do. Communications stakeholder representation. Additional content generation among Creating demand to leisure audiences the many social media channels will is a key economic driver to the City 12

of Newport Beach. The key role of • International Media Relations: • Increase year-round leisure travel from public relations and communications • Devise story angles for international day-trippers and first-time visitors is to pique the interest of travelers, travelers • Extend visitors’ length of stay drive visitation and grow overnight • Work with Black Diamond (UK) to accommodation stays. develop plans to resonate with their • Encourage repeat visitation market International Marketing • Develop custom itineraries for Work in close collaboration with our Media Relations international visiting media international agencies to educate and Public relations and communications’ promote Newport Beach to travel- main media relations efforts hinge Community Events trade companies and travel media in on strong, ongoing relationships with We provide extensive media relations order to generate visitation to Newport target media, bloggers and influencers. efforts around key events and seasonal Beach. Key international markets Nurturing current relationships, growing holidays, including: include China, Middle East and United our media database and increasing media • Dine Newport Beach Restaurant Week Kingdom. Proposed strategies for visits to the area are the top priorities for • Newport to Ensenada International FY2016 include: the fiscal year ahead. Yacht Race/Balboa Village Fest • Develop a 12-month editorial outreach • Newport Beach Film Festival Travel Trade Efforts plan surrounding the following: • Newport Beach Jazz Festival • Sales Calls and Trainings • Seasons • Newport Beach Summer Concert Series • Themes – family, romance, • 4th of July • Trade and Consumer Shows multi-generational • Christmas at the Beach • Co-op Marketing Programs • Holidays – Valentine’s Day, Fourth of • Christmas Boat Parade • Consumer to encourage July, winter holidays visitation and bookings (United • Signature annual events E-Communications Kingdom only) • Unique aficionado angles – family, Strategy outdoor active, culinary, etc. The Visit Newport Beach blog views • Brochure Analysis • Strategic travel trends and “best of” have grown substantially in the past • In-Market Familiarization Tours opportunities fiscal year and we aim to continue that • Trade Communications • Target Media Audiences: growth by the following: • National media • Continue to post three times per • Drive markets including Los week for consistency and relevancy. PR Efforts Angeles, Inland Empire, Palm • Incorporate SEO-targeted copy • Press Office Functions Springs, and San Diego • Add to our dynamic group of guest • Story Development and Placement • Tucson and Phoenix bloggers. • Southwestern Canada • Press Releases • Orange County for local events Consumer Enewsletter • Nurture Travel Trade Press • Target Channels: Similar to the Visit Newport Beach blog, Relationships • Print the consumer Enewsletter has continued • Media Familiarization Tours • Online to gauge the interest of consumers. • Television We will continue to give the consumer • Domestic Media Relations: informative and interesting information Community Relations • Devise compelling story angles about the destination to grown our Work with our community partners centered around Newport Beach audience base. and visitor concierges to provide • Proactive pitching to local, regional, helpful information and improve the national media to place stories Advertising & Promotions visitors’ experience in order to generate repeat visitation. Continue to operate • Facilitate incoming media requests Develop intergrated, advertising and the Fashion Island Visitor Center and • Create custom itineraries for promotional campaigns in key target provide the community with content- visiting media markets that are on-brand and are rich marketing, collateral and visitor • Plan Familiarization (FAM) tours integrated with the other marketing information. around aficionado angles disciplines in order to generate: 13

GOALS

FY12/13 ACTUALS FY 13/14 ACTUALS FY 14/15 GOALS FY 15/16 GOALS* WEBSITE WEB VISITS 778,794 856,000 964,000 1,060,400 TOTAL PAGE VIEWS 2,194,511 2,413,000 2,800,000 3,080,000 SOCIAL MEDIA SOCIAL FOLLOWERS 43,000 51,000 128,000 140,000 SOCIAL POSTS REACH — — 3,640,000 4,120,000 ADVERTISING TOTAL AD IMPRESSIONS 120,911,466 172,540,868 139,652,700 153,617,970

ONLINE AD CLICKS 239,054 251,000 276,100 303,710 VISITS TO SITE MARKETING ROOM — — — 15,000 NIGHTS GENERATED MARKETING CAMPAIGN ROI — — — $40 MARKETING CAMPAIGN — — — $15,000,000 ECONOMIC IMPACT: PUBLIC RELATIONS LOCAL/NATIONAL — — — 500 MEDIA PLACEMENTS PARTNER LEADS 62 350 500 500 TOTAL MEDIA ASSISTS 186 205 250 275

DOMESTIC MEDIA 50 80 100 125 DESTINATIONS VISITS INTERNATIONAL

WHOLESALER/ 55 155 165 173 AGENCY REPS TRAINED

FAMILIARIZATION TOURS N/A 16 16 22

*Goals subject to change and will be nalized aer FY 14/15 Actuals are reported at the end of the scal year.

BUDGET

VISIT NEWPORT BEACH—LEISURE FY 2015 FY2016 FORCASTED REVENUE $4,350,841 $4,690,506 OPERATING EXPENSES $104,335 $130,372 ADVERTISING $1,124,833 $1,045,206 COMMUNITY RELATIONS $268,750 $287,500 COLLATERAL $175,100 $132,600 INTERNATIONAL MARKETING $258,090 $373,090 DIGITAL MARKETING $294,792 $305,600 PUBLIC RELATIONS $176,000 $189,159 FEES TO NEWPORT BEACH & COMPANY $1,948,941 $2,226,979 14

VISIT NEWPORT BEACH “In addition to the CONFERENCE SALES significant direct economic impact Mission As the City of Newport Beach’s official generated by Destination Marketing Organization, meetings, they can the mission of Visit Newport Beach Inc. is to partner with the tourism generate positive and hospitality industry by protecting and nurturing the destination brand experiences…” and to deliver additional spending by conference visitors, leading to enhanced community economic vitality and quality of life. 15

Objectives • Develop digital, email and • Work with TBID hotels to create The foundation of the TBID agreement promotional campaign to encourage equal opportunities to host events and is to directly impact the group submission of RFPs and convert RFPs showcase hotels into confirmed bookings. segment of business for TBID partner • Follow through with mechanisms hotels. To deliver on the TBID promise, • Sales efforts will focus on continued that track ROI of hosting /sponsoring conference sales must foster current email list growth, social media industry event client relationships and attract new outreach for conference planners, meetings and conferences to Newport website enhancements and detailed Objective: Establish strategic Beach through aggressive direct selling, information on the destination and its partnerships with community innovative marketing initiatives, offerings, plus growth of search engine businesses who can help conference and strong community partnerships optimization for organic listings on all sales elevate our client experiences resulting in increased room nights and major search engines. in the destination (restaurants, off additional revenue. • Execute through Exact Target for site venues, retailers, transportation larger email drops, personal computers company, Destination Management Objective: Increase definite room for smaller groups. Company...) nights through research and analysis of key customer profile for each TBID Strategy overview partner hotel and more targeted market Objective: Increase market penetration • Determine assets from the side of segmentation. in key geographic territories of Visit Newport Beach to articulate Northeast and Southeast geographic to prospective partners and create Strategy Overview territories. partnership collateral piece with • Acquire group segment research and Director of Special Events and data about business coming into Strategy overview Director of Creative Services. Orange County, San Diego, Los • Create growth plan for NE and SE • Conduct personal calls with decision Angeles, and Palm Springs that offers region that includes sales trips, makers of targeted businesses information on geographic cities of membership and involvement in introducing the many reasons to origin, peak and total room nights, regional and local chapter industry partner with Visit Newport Beach and rates and patterns and market organizations, sponsorship the TBID community. segmentation. opportunities with same organizations • Create an orientation program for • Merge with • More robust trade show commitments those interested in pursuing the information coming from hotels in those regions with our partners strategic partnership that addresses directly to determine sales direction • Garner lead generation support from the key aspects of Visit Newport Beach and focus as a destination and for each our database research partners goals and initiatives as well as the partner hotel. basics of group business and meeting Objective: Host 3 or more industry planning. Require selected partners Objective: Create group-marketing events per year bringing in a volume to attend. campaign that can be retooled for each of potential clients into the destination subset of group clientele (third parties, allowing personal experiences of Objective: Bring the new tradeshow clients met at a tradeshow, clients destination and connections to be made booth on the road at every opportunity. currently in funnel, or any other part with sales staffs of Visit Newport Beach With the strong emphasis of trade shows or whole of Simpleview database) to and TBID hotels. Events will be planned in the conference sales budget, Visit help sales team advance awareness and and executed to be best in the industry. Newport Beach has created a new trade motivate action with clients at any point show booth identity that brings a strong in the relationship cycle. Strategy overveiw brand presence for Newport Beach • Reach out to all industry organization while also inviting the attendee into a Strategy Overview and meeting publications leveraging comfortable setting to foster conversation • Create a customer focus group to our relationships as partners and and engagement with sales team. determine the messaging, timing and advertisers to bring the next open frequency, as well as communication meeting to Newport Beach vehicles for effective group marketing. 16

Strategy overview • Launch promotional marketing • Develop profile on relevant social • Expand trade show participation to campaign to third parties that involves media outlets (Twitter, Facebook, include national and regional shows direct and digital mail, incentives, visit Instagram, YouTube, etc.) to showcase with 10x20 space for new booth for to the destination….. upcoming client events and/or reach including maximum number of out to targeted groups (HelmsBriscoe, TBID partners Objective: Continued education for ConferenceDirect, Pharmaceutical, etc.) • Invest in elevated registration staff on current and new technology/ “sponsorship status” giving us extra social media trends of the industry visibility wherever possible Strategy overview • Personalized learning, based on the Objective: Continue to elevate individual’s strengths, talents and destination partnerships with professional responsibilities HelmsBriscoe, ConferenceDirect (Photoshop, Excel, Simpleview, Cvent, and HPN with the goal of increasing General Marketing classes, etc. — visibility and RFP/definite room should remain based on use night growth. of technology)

Strategy Overview • Core classes/education to increase • Invest in highest level of destination each individual’s knowledge in partnership with 3 major third current technology already in use/ party companies place; Allows for a more streamlined, • Attend all third party conferences and cohesive sales process (Surface events open to suppliers training/customization, Simpleview, • Secure third party programs in our Excel, Dropbox, etc.) destination where possible 17

BUDGET

VISIT NEWPORT BEACH—CONFERENCE SALES FY 2015 FY 2016 FORCASTED REVENUE $3,838,042 $4,094,082 OPERATING EXPENSES $1,498,351 $1,511,496 ADVERTISING $368,500 $350,000 DIRECT SALES INITIATIVES $1,923,880 $2,106,000 MARKETING $18,586 $126,586 18

CELEBRATE NEWPORT “…designed to give BEACH ongoing, year-long, focused attention on creating better, OVERVIEW Celebrate Newport Beach brings a brand-centric events professional, cohesive and coordinated and leveraging approach to managing and marketing in Newport Beach in terms of marketing those events for the and sponsorship. Celebrate Newport Beach is designed to give ongoing, benefit of the entire year-long, focused attention on creating better, brand-centric events and community.…” leveraging those events for the benefit of the entire community. Celebrate Newport Beach will establish strategic partnerships for Newport Beach that will traverse the marketing and media platforms providing sponsorship revenue to the signature events and key marketing initiatives. 19

Objectives 1. Create signature “brand-defining” events to see full potential 2. Provide the organizational fundraising efforts for signature events 3. Market these signature events with Newport Beach & Company’s brand marketing team to further the Newport Beach brand 4. Work with area Business Improvement Districts, such as the Restaurant Association, Balboa Village and Balboa Island to develop signature events that promote those neighborhoods or businesses 5. Develop key strategic partnerships to support Newport Beach & Company’s marketing and sales initiatives, as well as provide additional revenue to provide enhanced elements to each key marketing initiatives as added- signature event the depth and breath of the partnership programs value opportunities for partners

Strategic Partnerships Events Strategies Technology • Develop an online platform for Strategies • Establish a Founding Partner • Increase the exposure of the Newport Program identifying key categories partner interaction and solicitation of new partners Beach Christmas Boat Parade with specific to the destination to be enhanced experiences, audience incorporated into the marketing PR engagement opportunities and and advertising efforts, which will vivid content for promotion by the continue to elevate the brand • Use media relations initiatives to support and promote Newport marketing team • Establish a Preferred Partner Program Beach & Company and its strategic • Create an international event in establishing a group of destination- partnership program. partnership with the Newport Beach specific partners who will work with Film Festival to promote both the the marketing and sales teams to Collateral festival and the destination deliver high-end experiences and • Create partnership kits for • Develop key destination partner client services for familiarization trips solicitation efforts and sales missions events to promote the tools available from the marketing and sales teams Strategic Partner Experience for continued success in promoting Awareness & Brand Management • Create a Partnership Summit to the destination and increasing • Attend community and county build awareness of the programs and economic impact. Events include: events to establish and steward present partners with activation ideas Marketing Summit, Annual Dinner key relationships integral to the that meet our brand promise and and Workshops partnership programs provide a return on investment

• Partner with other community • Create unique activation experiences Awareness & Brand Management organizations and events to increase surrounding community events and • Access to all marketing and media assets 20

• Ensure quality of events meets Advertising Collateral brand promise • Create campaigns consistent with • Produce a variety of online • Work with current partners and experiential and emotional messaging and printed collateral materials identify new ones who meet the in line with the brand promise surrounding each event promoting the brand promise event, the destination and partners to Digital Marketing visitors and local residents • Develop contest and sweepstakes Technology campaigns to drive trac to the • Ensure online access of information is websites accessible, current, rich with content, and meets our brand standards • Identify creative content that will enlist conversations about event PR experiences and emotional responses • Develop campaigns surrounding focused on the destination a media hook for each event and identify content that can yield the highest value

GOALS

FY 12/13 ACTUALS FY 13/14 ACTUALS FY 14/15 GOALS FY 15/16 GOALS*

WEBSITE VISITS — — 45,000 50,000 SOCIAL MEDIA IMPRESSSIONS — — 1.4 MILLION 1.5 MILLION

ADVERTISING

IMPRESSIONS — — 900,000 1 MILLION

PUBLIC RELATIONS MEDIA PLACEMENTS — — 60 100

*Goals subject to change and will be nalized aer FY 14/15 Actuals are reported at the end of the scal year. 21 22

DINE NEWPORT “…to enhance the BEACH economic vitality of the Newport Beach culinary community Mission by showcasing and Dine Newport Beach is a strategic marketing initiative cooperatively promoting Newport created and managed by Newport Beach & Company and the Newport Beach as a dining Beach Restaurant Association (NBRA) destination…” to enhance the economic vitality of the Newport Beach culinary community by showcasing and promoting Newport Beach, California as a dining destination offering innovative cuisine, fresh fare, diverse experiences and exceptional restaurants. 23

Objectives Website regional and national media outlets 1. Continue development and growth of The Dine Newport Beach website, throughout the year. the Dine Newport Beach brand. DineNB.com, will continue to progress with the addition of more robust and Consumer E-Newsletter 2. Foster the Newport Beach culinary relevant content, improved imagery, Communications community to develop strong additional dining guides, curated Dine Newport Beach will develop relationships in order to increase dining experiences and user-friendly a fresh e-newsletter template and restaurant, stakeholder and partner navigation in order increase overall increase distribution of the consumer engagement. website traffic throughout the year. e-newsletter from monthly to weekly 3. Promote Newport Beach restaurants Also, the website will strive to improve over the course of the year in order to and showcase the local culinary its search engine optimization best deliver relevant information to diners community year-round to increase practices and focus on Newport Beach in a timely manner. The e-newsletter diner awareness and generate dining and restaurant keywords to index will contain robust content including foodservice revenue. higher in organic search. Focus will culinary round-ups, dining trends, be on keyword research, volume and restaurant promotions, industry profiles, Strategies competitor analytic tracking. and dining events.

Awareness & Brand Management Social Media Signature Events The Dine Newport Beach program Strategic and trending messaging on Dine Newport Beach will continue to and brand will continue development the existing social channels will drive produce Newport Beach Restaurant in year two with integrated online, followers and build online engagement. Week and any other citywide event print and public relations campaigns, In addition, Dine Newport Beach that not only promotes participating increased website content, consumer will conduct strategic outreach to key Newport Beach restaurants, but also and stakeholder communications and culinary and dining influencers in order positions Newport Beach as Orange programming targeted to the local to engage with these personalities to County’s premier dining destination. culinary community, regional diners, broadcast to the larger social population area visitors and food, travel and and expand the network. Local Culinary Partnerships lifestyle media. Dine Newport Beach will support Digital Marketing organizations and events that assist Advertising The DineNB.com website, restaurant in promoting the local restaurant A new marketing campaign with promotions and strategic events will and culinary community. Support fresh creative and messaging will be be advertised with targeted paid search will include cooperative advertising, introduced to continue to generate ads on the major search engines and online and social media support, consumer awareness of the Dine social networks. In addition, the digital public relations assistance and presence Newport Beach website and the local marketing team will work with key at events with a local restaurant culinary community. Advertising will industry and media partners to promote component. appear in a variety of media including the Dine Newport Beach website and newspaper, magazine and on-air outlets programming through partner digital Concierge Service as well as in partner publications. channels. Dine Newport Beach will continue to provide a toll-free phone number Promotional Materials Public Relations (PR) serviced by the Newport Beach Marketing collateral will be created Dine Newport Beach will continue to & Company concierge located at to promote the Dine Newport Beach develop and grow strong relationships Fashion Island. The Dine Newport website (DineNB.com) and its with food and travel writers, Beach concierge provides restaurant comprehensive online dining guide to influential lifestyle bloggers and media and dining recommendations and consumers. Collateral will be distributed professionals to ensure that local reservation assistance. throughout Orange County at airports, culinary community, its foodservice hotels, office centers and key visitor establishments, promotions and events Stakeholder Communications locations, as well as at a variety of local receive editorial coverage in local, Dine Newport Beach will engage NBRA events throughout the year. 24

members, partners and stakeholders Stakeholder Activities Community Events with email and occasional print Dine Newport Beach will work in Dine Newport Beach will support and communications. A quarterly NBRA partnership with NBRA to develop partner with businesses, organizations e-newsletter includes information stakeholder events designed to and events that assist in promoting on association news and meetings, engage and educate members on the local restaurant and culinary promotional opportunities, as well as NBRA activities, promotions and community. Partnership will include industry information and events. industry issues. These events include cooperative advertising, online and neighborhood mixers, workshops and social media support, public relations seminars. assistance and presence at events with a local restaurant component. 25

GOALS

2014-2015 YTD 2015–2016

DINENB.COM VISITORS 87,189 115,000

PAGEVIEWS 367,949 550,000

AVG. PAGES PER VISIT 4.22 5.0

SOCIAL MEDIA

FACEBOOK LIKES 4,000 4,500

TWITTER FOLLOWERS 1,700 2,000

INSTAGRAM 850 1,200

PUBLIC RELATIONS

IMPRESSIONS 194,503,225 100,000,000

AD VALUE $1,201,560 $1,500,000

MEDIA VISITS 20 30

BUDGET

DINE NEWPORT BEACH FY 2015 FY 2016 FORCASTED REVENUE $128,844 $117,845 OPERATING EXPENSES $62,750 $99,845 ADVERTISING $46,264 $6,500 COMMUNITY RELATIONS $1,330 $5,500 COLLATERAL $2,500 N/A DIGITIAL MARKETING/ADVERTISING $16,000 $6,000 26

ENTERPRISE

NEWPORT “…collaborate with Newport Beach & BEACH Company to build BALBOA VILLAGE/ more effective BALBOA ISLAND marketing strategies Mission and develop strategic As the official marketing organization for the Balboa Village and Balboa marketing plans.” Island neighborhoods, Newport Beach & Company will partner with each organization’s board and its merchants to protect and nurture the destination brand and to deliver additional spending by locals and visitors, leading to enhanced community economic vitality and quality of life. 27

A number of Business Improvement Districts (BID’s) and Merchant Associations (MA’s) work through the city to drive business to their specific neighborhoods. With limited resources, these BID’s and MA’s struggled at times to effectively market their neighborhoods.

With the city recommendation, Newport Beach & Company started to work with these organizations to build more effective marketing strategies and to develop strategic marketing plans. As an organization well versed in effective destination marketing strategies, Newport Beach & Company has a wealth of information to help promote these neighborhoods.

Currently Newport Beach & Company works with two neighborhood organizations – Balboa Village Merchant Association and Balboa Island Marketing Inc. With these two partnerships, we are building a more The BID’s still operate under their • Execute against the strategic plans cohesive marketing effort for each while own direction and objectives and are for both neighborhoods, supporting strengthening the overall appeal of the responsible for their own hard costs marketing, event and community destination as a whole. such as advertising, collateral or website development core focuses fees, although Newport Beach & Putting it all together: Company would facilitate some of that. Research Highlights What we do at Newport Beach & Community-centric marketing is Company is strive to support the Enterprise goals as a whole: advantageous in that it allows the BID and the MA to have their own • To be the marketing agency for a ‘reframing of marketing challenges’ to governance. We work with their variety of our BID’s or MA’s so that find new opportunities to service the advisory committee to understand what we offer consistency in branding and needs of locals. All of which can be their strategic goals are. Once we messaging and the ability to leverage done at a much lower cost than trying know the goals, we can put together a our already-existing marketing arm to to attract new customers. The added for how they can assist the businesses within Newport benefit of marketing to the community most efficiently and cost-effectively Beach is that the sense of belonging to a reach those objectives. Each set of • Maintain the uniqueness and greater cause breeds loyalty which objectives and goals is tailored and distinctive qualities of our organically spreads through the public. customized to fit their specific area neighborhoods and help them Forging a bond with the community can or neighborhood. Newport Beach & promote those qualities that make also help a brand evolve by forcing it to Company provides recommendations them one of a kind stay both innovative and authentic that their board or advisory committee • Bring more business into to its consumer’s changing needs. This can approve. Newport Beach and these unique ability to adapt is a true testament to neighborhoods a brand’s longevity. Forward trends 28

• Increase brand recognition as a individual component of the overall Newport Beach destination

Collateral Produce a variety of online and printed collateral materials that promote Newport Beach and its partners to visitors and local residents. This can include brochures, magazines, flyers and all the various online outlets via social media and websites.

Online Marketing For the 2015/16 year, Newport Beach & Company will oversee the websites and digital management of BalboaVillage.com and Balboa-Island. net. Balboa Island will launch a new responsive-designed website and a whole new URL (ExploreBalboaIsland. com) and first year of the new site will focus on building SEO strength and keyword writing to help index top pages of the website. • N ewport Beach & Co. will cross- promote the stakeholders and events of Balboa Village and Balboa Island, as sectioned out for each specific show that social media marketing will generate awareness and increased neighborhood. Users will be able be a huge outreach forum for both business while helping to expand to sort offers, stakeholder listings community and non-community based reach and functionality specifically to provide direct access marketing. Social media marketing to the individual neighborhood provides an efficient vehicle to deliver • Ensure these BID’s and MA’s have information. quality content. These platforms cut a strong consistent brand in the through the clutter, which typically turn marketplace and are recognizable parts • Email: Focus will be on list growth, tech savvy consumers away. According of Newport Beach while generating information on to Business2Community.com, ‘image upcoming events and activities in based content will continue to drive Strategies: each respective neighborhood. social media engagement’ and studies Awareness & Brand Management • Website: Leverage all key show that images receive ‘50% more • Generate awareness of a positive promotions, contests, offers and interaction than text-based content.’ destination brand identity that is on event details on the DineNB. Visually engaging consumers will par with the overall Newport Beach com, VisitNewportBeach. generate more interest and lead to com, BalboaVillage.com and increased business. Brand ExploreBalboaIsland.com websites. • Ensure that messages which define • SEM: Paid search campaigns will be the uniqueness of each neighborhood promoted for the Balboa Village and Objectives are translated in all disciplines of Balboa Island stakeholders, events • Promote key events in order to marketing 29

and offers on Google, Yahoo, Bing landing pages and detailed event info disciplines, and promote key events in search engines. will showcase on the websites and on order to: • SEO: Refine keyword optimization VisitNewportBeach.com. • Increase year-round leisure visitation for organic traffic increases for PR & Communications • G enerate awareness of these stakeholders specifically in the unique areas Balboa Village and Balboa Island Public Relations & Communications locations. Also optimize for key will execute an emphasis on • Grow event attendance creating interest and demand for events, activities and tourist • L everage media buys & agency team the destination to leisure audiences information. to provide best rates on advertising looking to explore Balboa Village and the Balboa Island neighborhoods. Website Management of Community Events BalboaVillage.com and Plan and execute community publicity ExploreBalboaIsland.com support for large events by the Both websites will be managed by using the following techniques and Newport Beach & Co. and will focus outreach: on the growth and expansion of the key neighborhood initiatives • A lerting media of event to drive while acting as a core supplement to attendance consumers researching the Newport • E-communications and blog support Beach area. Focus will be on the key stakeholders as outlined by Media Relations category: Hotels, Dining, Activities Throughout fiscal Public Relations & and Services. These key areas will Communications will glean publicity be promoted and updated and also for Balboa Village and Balboa Island integrated into other online touch by developing unique spotlight stories points and outlets, websites managed to garner visitation year-round. by Newport Beach & Co. In addition, Public Relations & Key goals to accomplish will be: Communications will include these • Increase site visitations, page views neighborhoods in international and • Increase merchant listings domestic FAM visits, if a writer’s • Dir ect promotions, sweepstakes and story-angle is deemed suitable offerings for visitation.

• Dr ive action conversions (signups, E-Communications purchases, downloads) As apart of our strategic effort to garner publicity to Balboa Village and While the new ExploreBalboaIsland. Balboa Island, the Public Relations com website will be completely & Communications department responsive and mobile friendly, will showcase stories in each of eventual migration of the Balboa these neighborhoods including blog Village site to a responsive, updated posts featured in email newsletters look while increasing functionality throughout the year. will be the next recommended steps in development. Extra attention will Advertising & Promotions be given to the current and future Develop advertising and promotional events for both neighborhoods. campaigns that are on brand, are Homepage placement, dedicated integrated with the other marketing 30

ENTERPRISE BALBOA VILLAGE GOALS

FY 12/13 ACTUALS FY 13/14 ACTUALS FY 14/15 GOALS FY 15/16 GOALS*

WEBSITE VISITS 3,083 10,650 20,000 25,000 PAGEVIEWS 9,572 25,776 45,000 55,000 SOCIAL MEDIA SOCIAL FOLLOWERS — — 4,500 5,500

ADVERTISING

TOTAL AD — 1,301,804 1.6 MILLION** 1.68 MILLION** IMPRESSIONS PUBLIC RELATIONS MEDIA PLACEMENTS — — — 50 PARTNER LEADS — 50 100 150 DESTINATION VISITS — 50 100 150 REVENUE — — — $10,000

* Goals subject to change and will be nalized aer FY 14/15 Actuals are reported at the end of the scal year. **Dependent upon their budget

ENTERPRISE BALBOA ISLAND GOALS

FY 12/13 ACTUALS FY 13/14 ACTUALS FY 14/15 GOALS FY 15/16 GOALS*

WEBSITE VISITS — — — 35,000 PAGEVIEWS — — — 65,000 SOCIAL MEDIA SOCIAL FOLLOWERS — — — 4,500

ADVERTISING

TOTAL AD — — — 670,000** IMPRESSIONS PUBLIC RELATIONS MEDIA PLACEMENTS — — — 25 PARTNER LEADS — — — 75 DESTINATION VISITS — — — 75 REVENUE — — — $10,000

* Goals subject to change and will be nalized aer FY 14/15 Actuals are reported at the end of the scal year. **Dependent upon their budget 31

BUDGET

ENTERPRISE NEWPORT BEACH FY 2015 FY 2016

FORCASTED REVENUE $30,000 $20,000 ADVERTISING $30,000 $20,000 32

NEWPORT

BEACH TV “…leveraging the public access channel with promotional opportunities from

Mission different business Newport Beach & Co will be launching around Newport Beach.” and overseeing the expansion of Newport Beach TV leveraging the governmental access channel with promotional opportunities from different businesses around Newport Beach. 33

Objective: Tell the compelling integrated brand story of Newport Beach that drives economic success through production of daily, quality local video content, in two-to three-minute segments, that have advertising sponsorships sold and embedded in content to cover all related costs.

Two-Prong Strategy: 1. Produce City of Newport Beach government-access television programming and content to fulfill the legal obligations of the City of Newport Beach as well as provide branded content that tells the Newport Beach brand story to local residents and visitors. smart and sometimes economical way. • Boat: Duffy Electric Boats, 2. Create an online lifestyle channel Show topics range from home and Pontoons, Yacht Charters with multiple distribution points and garden to vacation and activities, how • Parks & Recreational Centers compelling video content about the to pack smartly or a Newport Beach Newport Beach lifestyle, destination vacation, landscaping, decorating your Family Adventures and brand. home, luxury apparel, luxury cars and automotive. The program will be Lifestyle show about all things weekly and comprised of host and five family—from vacations to how to Produce one well-produced show, 2-3 minute videos. All segments will be pack for a trip, to activities, free things Smart Luxury, with a daily 2-3 minute edited so that they can be repurposed to see and do and more. This show segment, utilizing videographer and on various website. targets the core audience demographic video bloggers. Once these segments of women 25-44 with family-oriented are underwritten, begin a second show, Active OC content and material. and so on. Other show ideas with strong Active OC is Orange County’s #1 health ad potential include an active outdoor and active lifestyle show. This show At-Home In Newport Beach activities program, family adventures features a variety of healthy and active Lifestyle show about Newport Beach with fun and travel, and an at home lifestyle activities in Newport Beach, living focusing on shows ranging show featuring home decor style and including: from coastal luxury (Newport Coast) entertaining. All shows must pay for • Newport Beach sporting events from to village life on Balboa Island. Show themselves. To do so, everything is the OC Marathon to the Pacific Coast topics include decorating, landscaping, bundled. Sales packages include video, Triathlon to the Susan G. Komen Race DIY projects, cost-saving tips, water- web, events, collateral materials, point for the Cure conservation tips, and more. of purchase, etc. Then, find a way to repurpose content so they can continue • Recreational activities: to generate revenue and viewership. • Land: cycling, golfing, hiking, lawn Industries bowling, running, Segway, tennis, • Pharma Programs volleyball • Telecom Smart Luxury • Water: canoeing, dragon boat Magazine-style show format showcasing • Grocery racing, kayaking, outrigger how to live and experience the ultimate canoeing, parasailing, rowing, • Furniture/Decorators Newport Beach luxury life but in a snorkeling, stand-up paddle • Tech boarding, surfing, swimming, 34

• Arts • Apartment • Intro, close and embedded • Fitness • advertisement • Clutter-free broadcast environment • Entertainment • Marine • Category exclusivity • Cosmetics/Skincare/Beauty Off-Air Benefits • Government Grants Newport Beach TV Audience Demographics • Opportunity for strategic partner booth • Green Tech Deliver your message to one of the to display products, distribute samples • Active Sports most desired, affluent and educated and literature, collect leads, etc. at select audiences. NBTV primarily serves the events • Jewelry upscale community of Newport Beach. • Display ads NBTV website • Cosmetic Medical • Population: 85,186 • Inclusion in outside marketing • Financial Services • Median Age: 43.7 materials • Insurance • Education: 97.5% (High School • Linked logo in masthead throughout • Travel/Hotels or Higher) the NBTV website • Attractions • Housing Units: 43,460 • Visibility across NBTV social media pages • Food & Beverage • Median Household Income: $106,333 • Real Estate (Vacation Rentals, Home • Median Home Value: $1,532,500 Sales, Second Homes)

• Auto/Luxury Auto Sponsorship Benefits On-Air Benefits 35

GOALS

FY 14/15 GOALS FY 15/16 GOALS*

SOCIAL MEDIA FACEBOOK FOLLOWERS 1,500 3,000

YOUTUBE CHANNEL VIEWS 4,000 7,500

* Goals subject to change and will be nalized aer FY 14/15 Actuals are reported at the end of the scal year.

BUDGET

NEWPORT BEACH TV FY 2015 FY 2016 FORCASTED REVENUEE $190,000 $308,256 OPERATING EXPENSES $108,704 $230,556 COLLATERAL $6,296 N/A PRODUCTION COSTS $75,000 N/A DIGITAL MARKETING/ADVERTISING N/A $77,700