Record-Breaking for NFL & Arizona

City Of Scottsdale ARIZONA PHENOMENAL SUCCESS

 Record-breaking for NFL & Arizona  Positive media coverage – worldwide  Positive immediate & future economic impact  Regional collaboration well executed  Proven innovation & infrastructure  Created positive momentum for future events  Well positioned for next bid opportunity

2 City Of Scottsdale ARIZONA RECAP OVERVIEW  Hotels  Venue Promotion  Committee Involvement  FAM Trip  Business Development  Business Connect  Visiting CEO Program  PR And Media  Marketing  Social Media  Hospitality and Entertainment  Reporting Recap

City Of Scottsdale

ARIZONA HOTELS

 Room Block  Included 22 Scottsdale Area Hotels  Over 3,500 Rooms Utilized  Superior Occupancy  Exceeded Bed & Sales Tax Projections

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ARIZONA VENUE PROMOTION

 16 NFL or NFL Partner Major Events  10 Speaking Engagements  Host Committee (HC) Golf Tournament  HC Champions Chalk Talk  HC Media Party  HC Business Connect Events  Waste Management Open – HC activation  Visiting CEO Reception  Corporate Tent

City Of Scottsdale ARIZONA COMMITTEE INVOLVEMENT

 Marketing Committee  Communications/Planning • PR and Marketing • Pro Bowl  Media Lounge  Cross Jurisdictional Committees  Law Enforcement  Aviation  Safety

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ARIZONA FAM TRIP

 Exposure to 100 NFL Party/Event Planners  14 Scottsdale Venues Visited  Three Ambassadors from Scottsdale  Highlighted in FAM Event Planning Guide  Scottsdale Restaurants/Venues hosted:  Lunches/Planning Meetings  Closing Event

7 City Of Scottsdale ARIZONA BUSINESS DEVELOPMENT

 Business Connect (BC)  64 Scottsdale Businesses Participated  5 Scottsdale Businesses utilized by HC  Final BC Event in Scottsdale  Visiting CEO Program  Participants in Program  Forum Reception held in Scottsdale  CEOs/guests hosted at WM Open  CEO Golf Tournament at Grayhawk GC

8 City Of Scottsdale ARIZONA PR AND MEDIA  Ads in Official Visitors/Fan Guides  Inclusion in AZSBHC.com web:  Media only  Partners  Discover AZ  Media:  Media Party Held in Scottsdale  Media Lounge Participation @ Phx Conv Center  Social Media:  Inclusion in Twitter, Facebook,

Instagram and Spanish Social Media 9

City Of Scottsdale ARIZONA HOSPITALITY ENTERTAINMENT

 Cardinals Game – Loft  NFL Experience  AZSBHC Media Party  AZSBHC End Zone Celebration  AZSBHC Tail Gate Party  Visiting CEO Program Events  Chris Berman Luncheon  Superbowl XLIX Game

10 City Of Scottsdale ARIZONA REPORTING

 Weekly Update Conference Calls  City of Scottsdale  Scottsdale CVB  Host Committee  Mid Year Valuation Recap  Completed August 2014  Post Event Recap  Valuation Initial Review April 2015  Final Report/Recap May 2015

How do we maximize this opportunity for Arizona?

“PEOPLE WHO WORK TOGETHER WILL WIN” -VINCE LOMBARDI

THANK YOU

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2015 Super Bowl XLIX – Feb. 1, 2015 Scottsdale CVB Promotional Fulfillment

The Scottsdale CVB partnered closely with the City of Scottsdale and the Arizona Super Bowl Host Committee to leverage the 2015 Super Bowl for the area’s tourism industry. The following outlines the CVB’s efforts to market the area during the Super Bowl timeframe.

CONVENTION SALES & SERVICES • The CVB worked with the NFL, Host Committee, City and member venues to secure Super Bowl sponsors, groups, events and activities for our community. • The CVB also worked with member hotels and resorts to fill group meeting space and room nights. • In addition, the CVB provided site selection assistance and convention services assistance to groups as needed.

TOURISM • The CVB worked with numerous travel agents to fulfill individual hotel room requests for visitors and celebrities. In particular, an influx of requests came from agents immediately following the NFL playoff games once the Super Bowl teams were announced. Most of the bookings from these requests garnered high room rates for top room categories at area hotels and resorts.

PUBLIC RELATIONS • In preparation for the Super Bowl, the CVB shot new HD b-roll for broadcast distribution. • The CVB also created several documents to assist media with Scottsdale stories. • In addition to distributing these materials, the team pitched story ideas to local and national media, and assisted with requests for information, contacts and images. o Media Advisory: B-roll for Arizona Super Bowl XLIX (155 media) o Super Bowl XLIX Story Ideas (3,570 media) o Scottsdale’s Super Season Reigns: The biggest events of the year converge in Scottsdale in early 2015 (3,600 media) • The team also promoted Super Bowl-related events in several media newsletters, including their March 2014 and January 2015 Scottsdale Travel News (4,000+ media), and Summer 2014 and Winter 2014 Scottsdale Meeting Travel News (300 media). • In addition, Super Bowl information was included in the Fall 2014 What’s New release, which is distributed on media missions and to all visiting media. • Lastly, the CVB’s German PR partner included information in their Scottsdale German newsletter in December 2014. • Please note that the CVB’s PR team is collecting and entering Super Bowl-related clips generated by the team. These results will not be available until late April/early May. Item 4d

COMMUNITY & GOVERNMENT AFFAIRS • The CVB’s community affairs team helped promote “Big Game” happenings to CVB members, local media and residents. o Press Briefing: The CVB assisted in the coordination of the “Super Season” press conference held at the Marshall Way Bridge Oct. 28. o Tourism Industry Update Newsletter: The CVB promoted “Big Game” happenings to CVB members through the weekly Tourism Industry Update newsletter, which is sent to approximately 1,200 CVB members, industry partners and local media. Information was included in three newsletters: Jan. 12, 20 and 26. o Scottsdale Republic Tourism Section: The CVB promoted Super Bowl-related events in the CVB’s monthly “Tourism Spotlight” section in the Scottsdale Republic. This section is seen by nearly 50,000 Scottsdale-area residents. Information was included in three sections: Dec. 3, Jan. 7 and in a special additional section that ran Jan. 28.

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MARKETING • ExperienceScottsdale.com The CVB’s website experienced the best month ever in our history during January 2015: 379,391 visitors hit our website – an increase of 55% over last year’s 244,090 visitors. The site also generated 873,496 page views – an increase of 23% over last year’s 710,385 page views. The following three events splash pages helped drive much of the traffic to the CVB’s website. o Barrett-Jackson page views: 59,203; guide downloads: 5,155 (1,535 last year) o Super Bowl page views: 36,012; guide downloads: 5,855 o Waste Management Phoenix Open page views: 13,201

• CVB Inquiries General inquiries remained flat, but electronic guide downloads experienced a huge increase during January 2015 – up 247% (16,527 January 2015 versus 4,756 January 2014).

• Bring Your Game Logo This logo was developed by the CVB for community use during Super Bowl. The intent of the logo was to provide a cohesive tag for community businesses’ websites, communications, collateral materials, signage and more that helps promote Scottsdale activities and events during Super Bowl.

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• Marketing – Advertising & Print o Phoenix Sky Harbor International Airport Digital Boards – Promote Scottsdale’s January and February events, including Fan Fest Scottsdale, on digital boards at baggage claim areas at Phoenix Sky Harbor International Airport from Jan. 12 through Feb. 8, reaching more than 1 million travelers.

o Scottsdale Airport Signage – Promote Scottsdale’s event season through signage at Landmark Aviation at Scottsdale Airport.

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o Calendar of Events Guide Listing – “Big Game” event will be listed in the CVB’s printed calendar of events guides, which the CVB prints 8,000 of for the January/February edition.

o Visitor’s Guide Calendar Listing – “Big Game” event listed in the CVB’s Experience Scottsdale visitor guide, the primary fulfillment piece for leisure travelers, which is distributed to 200,000 potential visitors throughout the year. The guide also is available for download online.

• Marketing – Email, Online & Social Media o “What’s Happening” Carousel Feature – Fan Fest Scottsdale was promoted in this high- traffic section on the home page and in other sections throughout the site and received a photo, copy and link to additional information.

o Featured Article – Additional “Big Game” event details are outlined by the CVB in a featured article on the CVB’s website.

o Facebook Posts – “Big Game” was promoted on the Experience Scottsdale Facebook fan page, which has more than 72,000 fans.

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o Header Images – Throughout the CVB website, Fan Fest Scottsdale was promoted through this header image.

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o Twitter Updates – The CVB sent “Big Game” event information via its ScottsdaleAZ Twitter account, which currently has more than 32,800 followers.

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o Leisure Monthly Email Blast Listing – “Big Game” featured in two monthly email blasts (December 2014 and January 2015) that were each sent to approximately 85,000 travelers who have requested Scottsdale destination information.

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o Travel Trade Monthly Email Blast Listing – “Big Game” featured in November 2014 email blast that was sent to approximately 5,000 travel agents and tour operators who have requested Scottsdale destination information.

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• BigGameinScottsdale.com The CVB used this website as the main call to action in all Super Bowl marketing. More than 36,000 page views were generated for this splash page.

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• Big Game Guide The CVB distributed 50,000 Big Game Guides to hotels and other businesses prior to Super Bowl week. The guides also were available at the CVB’s visitor center locations and distributed at the Waste Management Phoenix Open at the CVB’s visitor booth. In addition, the guide was downloaded nearly 5,900 times.

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ARIZONA SUPER BOWL HOST COMMITTEE PARTICIPATION & PROMOTION • Super Bowl 2013 in New Orleans – The CVB’s VP of Marketing Caroline Stoeckel attended and assisted with the Arizona media booth. She also met with ESPN to discuss their 2015 broadcast.

• Super Bowl 2014 in New York/New Jersey – The CVB’s National Sales Manager Erika Pumphrey attended and assisted with the Arizona-hosted events. She also met with ESPN.

• Host Committee FAM, Nov. 10-13, 2013 – The CVB’s Services Manager Courtney Hale led the CVB’s involvement in the FAM, which was attended by approximately 70 clients. Scottsdale hosted the closing night dinner on Nov. 12 at The Venue Scottsdale.

• Host Committee Marketing Committee – The CVB’s VP of Marketing Caroline Stoeckel attended these meetings starting in July 2014 when the committee was formed.

• Scottsdale CVB provided information to the Host Committee to include in their newsletters. Scottsdale information was included in the following newsletters: o July 2014 – CVB logo included as a thank you to sponsors o August 2014 – CVB fall campaign information included with logo and link to site o September 2014 – Scottsdale Polo information included with photo and link to site o October 2014 – CVB holiday campaign information included with link to site o December 2014 – AAITA American Indian Festival information included with photo and link to site; Scottsdale’s Auto Auction Guide included with photo and link to guide

• Media Center: The CVB provided materials – including Experience Scottsdale visitor guides and Scottsdale Big Game Guides – for the Host Committee’s Media Center during the Super Bowl week. In addition, five CVB staff members took multiple shifts at the booth during the week.

• Host Committee Media party at Bird’s Nest at Waste Management Phoenix Open (expected 4,000), Jan. 27 – Three CVB public relations staff were in attendance to network with media.

• Host Committee Sponsor party at Tempe Center for the Arts (expected 1,200), Jan. 30 – Four CVB sales staff were in attendance to network with sponsors.

• AZSuperBowl.com – The CVB provided the Host Committee with information for their website. o Press & News: included a section on Scottsdale with 14 press releases from the CVB o Discover AZ: Scottsdale information incorporated throughout section o Partners: included paragraph from CVB with logo

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HOTEL PERFORMANCE

Pro Bowl: Jan. 25 Super Bowl Event Week / Waste Management Phoenix Open: Jan. 26-Feb. 1 Super Bowl: Feb. 1

The following recap outlines hotel occupancy, average daily rate (ADR) and revenue per available room (RevPAR) during the Pro Bowl/Super Bowl timeframe. During that week, the Waste Management Phoenix Open at TPC Scottsdale also was occurring.

PRO BOWL – SUNDAY, JAN. 25, 2015 This year’s Pro Bowl was only the third Pro Bowl to be played in the same city as the Super Bowl. The first two times this occurred was in 1967 when the Pro Bowl and Super Bowl were held in Los Angeles, and in 2010 when the games were held in Miami. The days leading up to the game, including game night, generated stronger occupancy, rate and RevPAR for the Scottsdale area than the previous year.

Scottsdale/Paradise Valley – Thursday, Jan. 22 – Sunday, Jan. 25, 2015 vs. Jan. 23-26, 2014 Occupancy ADR RevPAR 2015 67.8% $230.51 $155.87 2014 64.7% $195.39 $126.47 Change – 2015 4.8% 18.0% 23.2%

SUPER BOWL EVENT WEEK – MONDAY, JAN. 26 – SUNDAY, FEB. 1, 2015 Following the Pro Bowl on Jan. 25, Super Bowl week festivities kicked off with Fan Fest Scottsdale, the site of the live ESPN broadcasts, on Monday, Jan. 26. This also was the start of the Waste Management Phoenix Open. Throughout the week leading up to the Super Bowl, dozens of additional events were held throughout Scottsdale.

IMPACT OF WEEKLONG FESTIVITIES The weeklong festivities had a positive year-over-year impact on Scottsdale. Plus, the week leading up to the 2015 Super Bowl was much stronger than the week leading up to the game in 2008.

2015 vs. 2014 (a non-Super Bowl year) Scottsdale/Paradise Valley – Monday, Jan. 26 – Sunday, Feb. 1, 2015 vs. Jan. 27 – Feb. 2, 2014 Occupancy ADR RevPAR 2015 86.3% $403.22 $361.25 2014 81.2% $210.31 $171.06 Change – 2015 v. 2014 6.3% 91.7% 111.2%

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2015 vs. 2008 (previous Super Bowl year) Scottsdale/Paradise Valley – Monday, Jan. 26 – Sunday, Feb. 1, 2015 vs. Jan. 28 – Feb. 3, 2008 Occupancy ADR RevPAR 2015 86.3% $403.22 $361.25 2008 81.5% $344.75 $291.75 Change – 2015 v. 2008 5.9% 17.0% 23.8%

4-NIGHT MINIMUM, THURSDAY THRU SUNDAY (GAME DAY) When comparing the three nights leading up to the game, as well as the night of the game, Scottsdale/PV achieved a 95.1% occupancy – 21.8% higher than in 2014. This occupancy also was 1.4% higher than this four-day time period before the 2008 Super Bowl. ADR and RevPAR changes also were strong.

2015 vs. 2014 (a non-Super Bowl year) Scottsdale/Paradise Valley – Thursday, Jan. 29 – Sunday, Feb. 1, 2015 vs. Jan. 30 – Feb. 2, 2014 Occupancy ADR RevPAR 2015 95.1% $509.60 $485.98 2014 78.1% $214.28 $168.07 Change – 2015 v. 2014 21.8% 137.8% 189.2%

2015 vs. 2008 (previous Super Bowl year) Scottsdale/Paradise Valley – Thursday, Jan. 29 – Sunday, Feb. 1, 2015 vs. Jan. 31 – Feb. 3, 2008 Occupancy ADR RevPAR 2015 95.1% $509.60 $485.98 2008 93.8% $410.31 $384.87 Change – 2015 v. 2008 1.4% 24.2% 26.3%

In 2015, the Sunday through Wednesday prior to the game generated 71.5% occupancy in Scottsdale/PV compared to only 61.5% in 2008. This 10 percentage point jump may be due to the Pro Bowl and other Super Bowl activities starting earlier in the week.

THE NIGHT BEFORE THE BIG GAME

2015 vs. 2008 (previous Super Bowl year) Scottsdale/Paradise Valley – Saturday, Jan. 31, 2015 vs. Saturday, Feb. 2, 2008 Occupancy ADR RevPAR 2015 97.5% $532.72 $519.56 2008 96.7% $414.98 $401.08 Change – 2015 v. 2008 0.8% 28.4% 29.5%

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SCOTTSDALE-AREA RECORD OCCUPANCY The 2015 Super Bowl generated several new occupancy records for the Scottsdale/PV area. Our second highest recorded occupancy is now the night before the 2015 Super Bowl at 97.5%, only outperformed by game night of the 2007 national college football championship game, which generated occupancy of 98.0%.

Scottsdale-Area Record Occupancy Rates 1. 98.0% - Game night of the 2007 national college football championship game (Jan. 8, 2007) 2. 97.5% - Night before the 2015 Super Bowl (Jan. 31, 2015) 3. 96.7% - Two nights before the 2015 Super Bowl (Jan. 30, 2015) 4. 96.7% - Night before the 2008 Super Bowl (Feb. 2, 2008) 5. 96.5% - Game night of the 2011 national college football championship game (Jan. 10, 2011) 6. 96.4% - Game night of the 2015 Super Bowl (Feb. 1, 2015)

TWO WEEKS LEADING UP TO SUPER BOWL

2015 vs. 2014 (a non-Super Bowl year) Scottsdale/Paradise Valley – Monday, Jan. 19 – Sunday, Feb. 1, 2015 vs. Jan. 20 – Feb. 2, 2014 Occupancy ADR RevPAR 2015 79.1% $313.29 $260.78 2014 75.7% $203.90 $154.95 Change – 2015 v. 2014 4.5% 53.6% 68.3%