Breckenridge Marketing Advisory Committee (BMAC) Agenda March 12, 2012 1:00

Breckenridge Marketing Advisory Committee (BMAC) Agenda March 12, 2012 1:00 – 4:00 p.m. Breckenridge Police Station

1. Approval of Minutes* – January 25, 2012 meeting

2. Approval of Agenda

3. BMAC Operating Relationships/Procedures (Protocol) 30 minutes

4. Meeting Frequency & Duration 15 minutes a. set 2012 meeting dates

5. Improve the Breckenridge Experience 45 minutes

6. Update Reports 45 minutes a. Brand Research – Dick Sosville b. Breckenridge Ski Resort – Kieran Cain c. DMO: 3 – 5 year goals, budget*, Cen Rez*, BRC Board – John McMahon d. Summer Marketing Plan – Scott Fortner e. BRC Marketing Committee (gondola opening activities) – Dick Sosville

7. New Business 30 minutes a. AEG Summer Concerts – Kim Dykstra-DiLallo b. Ice Castle opportunity – Kim Dykstra-DiLallo c. Bike Race animation – Dick Carleton d. Today in America – John & Dick S.

8. Next Meeting Agenda – issues?

*Indicates an attachment

NOTE: ToB Financials, BRC President Report & Metrics are provided as info only; no discussion planned.

BMAC Mission Statement

The purpose of the Breckenridge Marketing Advisory Committee (BMAC) is to advise Town Council on best practices that will maximize the effectiveness and efficiency of all tourism marketing investments made with town marketing funds.

Breckenridge Marketing Advisory Committee (BMAC) Breckenridge Resort Chamber Board of Directors (BRC BoC) Joint Meeting Minutes January 25, 2012 9:30 – 11:30 a.m. Main Street Station

In attendance: BMAC members - Dick Carleton, Mike Dudick, Dick Sosville, Toby Babich, John Cronin, Peyton Rodgers & Bruce Horii; ToB staff –Kim Dykstra-DiLallo; BRC staff – John McMahon, Bill Wishowski, Scott Fortner, Sandy Metzger, Donna Horri & Deb Neyland. BRC Board - Kieran Cain, Scott ‘Sody’ Sodegren, Mark Burke, Rob Neyland, Sheri Shelton, Jeff Cospolich, Andru Zeiest; Guests: Kathy Christina, Kim Fox, Ginny Vieti, Mike Hessel, Carre Cooper, Thompson

Call to order – 9:45 a.m. by Andru Ziest Introductions

1. 2012 Summer Presentation (BRC/goBreck.com PowerPoint) – John McMahon: BRC Marketing Committee meeting on Feb. 7th; Scott Fortner reviewed Summer 2012 – CTO expecting similar travel and business volume to 2011, MTrip reports booking thru June is 6% increase; Summer 2011 highlites; Summer Research showed 23% were first time visitors from “out of state” with a net promoter score of 67%, which begs the question – “do we need to dig deeper into what we’re not doing to provide a better guest experience”, BRC to present to BMAC at a future meeting; BRC to ask RRC about how we baseline with our competitive set and to take out the summer guests that are here for the entire summer so as not to distort the findings. Media Schedule & Timeline – Kim Fox: (handout). Other Opportunities – Scott: promos, social media, co-op, Kick-off to Summer partnership with BSR/BCR Kingdom Days on June 18th. Spending by Medium (PP). Creative Brief – (handout). Sales – Donna Horii. Events – John: Kingdom Days looking at ways to expand. Actions: research/RRC, usapro coop/tie-ins and Breck only ad for our show. Bruce requested that BMAC also view the creative for a second set of eyes and insights/observations. Dick Sosville remarked that great progress was made during the last meeting in defining the roles of BMAC and BRC (Board and Marketing Committee); concerned with too many layers and triplicate work for staff. John has revised the roles handout and will review with Marketing Committee before presenting to BMAC.

2. Spring Fever Marketing Update – Kieran: additional funding last year is now a permanent part of his budget; excited to see how the community worked together and used the logo, messaging, etc.; 40 events in 30 days, March 17 thru Apr. 15 (PDF follows); St. Patrick’s Day event/celebration discussion – John to pull together a group to investigate, possibly in LaCima lot; Dick C is concerned with using seed/reserve money in a relatively busy time, Mike D voiced his concern that the funds in ToB are to be used for rainy day and is opposed to dipping into this fund, Mark B clarified that this was an opportunity the ski area was promoting and is reaching to the community to participate.

3. Events Update – Sandy: Breck 50th Birthday Bash was successful and looking to do a continuing event Breck Bash; Ullr – next year is 50 so looking to do a coronation ball, Ullympics at RW lawn was great, Bonfire went relatively well, is there a way to generate revenue?; ISSC additional sponsor (Cadillac) helped replace fencing, Summit Express providing ground transportation (saved $9,200) and Mountain Lighting in a cash/in-kind agreement, 15 teams representing 10 countries.

4. Lodging Survey Update – John: GM roundtable slated for March 8 at Beaver Run, John requested a few BMAC members to attend to support the messaging for the purpose of this survey; BRC to present this concept to see what sort of buy-in to the survey model there is in the lodging community; TC wants to determine if Breck is at a competitive disadvantage in accommodations offerings as an economic impact so the request was made for this survey to provide factual information to determine if there is a need.

5. BCR Financial Update – Bill: ended 2011 $15k to the good in revenues; Mike reiterated that the purpose for the annual financial reports is to continue to review annually; discussion was tabled.

6. Goal Metrics – John: would like to present this to the BRC Marketing Committee to refine and then present to BRC BoD and BMAC. Adjourned: 12:05 p.m.

Breckenridge Marketing Advisory Committee (BMAC) Meeting Minutes January 25, 2012 Main Street Station

Dick Sosville called the meeting to order at 12:10 p.m. 1. Approval of Minutes – November 21, 2011 meeting – moved Mike D, seconded Dick C

2. Introduction of John Cronin

3. Approval of Agenda – moved Peyton, seconded Mike D

4. Approval of Chairperson for 2012: Dick Sosville moved Mike, seconded Dick C; Co- Chair: Bruce moved Dick C, seconded Mike

5. Ski Area & Dew Tour Updates – Kieran Cain, BSR: Dew Tour event takeaways (PDF follows), 7.5 hours TV coverage. Future – Dew Tour changing format to one major summer, one winter, & one urban event starting with summer 2012, they’d like to announce early Feb., concept is to do less events and put more $ into one event, and Pepsi would like to be main focus without other sponsors; NBC bought out Allied Sports; looking at Dec. 10 – 16; what he needs: BSR needs to double their on-mountain operations budget, lodging is the biggest need, 160 comp nites/property (500 total) at a max. this past year, partners (BRR, RQ, etc.) are questioning their ROI; two options: spread out equally to all lodging properties or financially supplement the three properties; Mike D remarked that this event is an infomercial for all of Breck and doesn’t return directly, however, during this time frame what would be occupancy levels if the event wasn’t in town, what do the lodging properties need to make this worth their while. Kieran asked for a ‘nod’ to say to Dew Tour that we want it back or not. Mike estimated 750 rooms at $100/nite. Peyton – they were approached and they have to go to the homeowners to ask for a free room, when they already have high occupancy probably due to Dew Tour. Dick C: similar to USAPRO and its pretty important to our community and moves that we give the support to Kieran and we’ll work out the financial details. John C: NBC Sports is rivaling ESPN and this tour is their X-Games; very supportive. Dick S asked for a consensus of BMAC for support – including financially for the lodging – all head nod and all would like to approach it from two approaches of including more lodging companies and providing financial support for the lodging companies. Mike will go back and review the BRC budget to figure out where the funding will come out of.

6. Next Meeting: Feb. 20, 2012 (Prez Day/SSD off) – changed to Feb. 13 from 1 – 4 pm / 2 – 4 p.m. at Police Stn. Conf. room (Kim to determine meeting room); John Mc and Dick S to put together the agenda.

7. Misc: Bruce H & John Mc attended TIAC meeting; john suggested working with Runyon for research, perhaps a tie-in with CTO. Bruce went to the legislative day at the Capitol and with the redistricting, urged us all to be aware of the support the candidates give to tourism. Bruce – went to dinner with Icelandic Air last night and they are a feeder to Europe and wants to make sure Breck is represented.

8. Agenda items – Dick S called for items for the next meeting by next Friday.

9. Adjourned: 1:01pm

Spring Fever 2012 Planning

Build Upon Last Year’s Collaboration

In 2011, we hosted 40 events in 30 days! • “5 Til 5” Terrain Park Happy Hours every Thursday • “EpicMixers” in the T Bar every Friday • On-mountain concerts Saturdays & Sundays 2-5pm • (Ozomatli, moe., DeVotchKa, The Wailers, Cornmeal, Flobots) • Imperial Challenge – bike/ascent/descent • “The 5 Peaks” – USA’s longest ski mountaineering race • Two evening Breck Ascent Series races • Weekend-long mountain & town Easter Egg Hunt • Ripperoo’s Winter Mascot Olympics • Breck $18.59 Restaurant Month-long Dining Special • KSMT Beer Festival • “Fever Reliever” Main Street Merchant Sidewalk Sales • Restaurant Assn. Fever-Cue in town BBQ • “Retro Fever” Riverwalk Concerts (Platinum Rockstars, Moses Jones, Jakarta)

This Year’s Plan • Dates: Fri. March 17-Sun. April 15 • Secured increased budget to mach last year • Plan is to stretch excitement of Spring Break through Closing Day • On-mountain concert dates projected March 24 & 25, March 31 & April 1, April 14 & 15 • St. Patrick’s Day Sat. March 17 • Easter activities weekend of April 7, 8 • 5 Peaks Sat. April 7 • Breckenridge Beer Festival Sat. April 14 • Imperial Challenge Sat. April 14 • Closing Day Sun. April 15 • Combination of in-town events and on-mountain events for one combined community-wide message = win win for everyone.

Media Impressions Delivered

• Breck Spring Fever advertising ran in the following areas, on a schedule from March 13-April 24, 2011:

• DENVER • TV: Ch 4, Ch. 9, 13, 7, 2. Comcast cable: DISC, ESPN, ESPN 2, CMDY, Golf, TBS, FX, ALT, MTV, Bravo, E! • Radio: KTCL 93.3, KRFX 103.5, KBCO 97.3, KALC 105.9 • Digital: 9News.com, MetroMix.com, Yahoo.com. Plus free calendar event listings multiple locations. • Print: Westword, Co. Daily, The Onion

• COLORADO SPRINGS • TV: Comcast Cable: DISC, MTV, CMDY, TBS, ESPN, ESPN2, Bravo • Print: Co. Springs Independent

• MOUNTAINS (Reach: Summit Cty., Eagle Cty., Steamboat, Aspen) • Print: Summit Daily, Vail Daily Radio: KSMT, KCMV, KSKE • Brochure & poster distribution

• ONLINE: Breckenridge.com, FB, Twitter, Emails, Video views, SEM & Banner Ad campaigns

• TOTAL MEDIA IMPRESSIONS DELIVERED: 17,005,791 • Denver: 5,777,234 • CO Springs: 380,294 • Mountains: 360,054 • Online: 10,474,959 Guest Survey Results • Net promoter score for the event jumped from -39 last year to +43 this year. • Nearly all respondents knew there was a major Spring event happening in Breckenridge & 70% knew the name of the event was Spring Fever. • Spring Fever was a hit, with a majority of both in-state (90%) and out of state (81%) respondents saying they would be likely to come to Spring Fever next season. • More than 50% of guests surveyed responded that Spring Fever influenced their decision to attend Breckenridge in April. • Top 4 events that guests liked and would return again because of: 1) concerts 57%, 2) Beer events 44% , 3) Extended operating hours 25%, 4) Family activities 20% • Demographics of Spring Fever attendees were: Male 62%, Female 38%. Ages: 5% <20, 10% 21-24, 33% 25-34, 31% 35-44, 13% 45-65, 6% 65+

• 80% of in-state and 40% of out of state visitors were aware of Spring Fever prior to arrival.

• Almost all respondents said Spring Fever either made them more favorable toward Breckenridge (52%) or reinforced an already favorable opinion of the mountain (44%).

• Word of mouth was the highest form of awareness for Spring Fever.

• 80% of guests indicated that Spring Fever added value to their experience in Breckenridge.

• Most “core” guests said they liked this year’s Terrain Park events better than other competition style events held in years past.

• Major increases YOY in April: ski visits, lodging (RFTS +50%, CenRes double), top beer sales of year Ad Samples

Event Takeaways

• Highest attended Breckenridge event in Winter Dew Tour history

• Saturday hosted highest NBC broadcast rating in Winter Dew Tour history

• Expanded town presence with Nike Chosen event at Riverwalk Center…and a sold out concert with Yelawolf

• Largest superpipe in competition history and most popular slopestyle course in Winter Dew Tour history

• International, national, regional and in-market media coverage

• Attended by top athletes: Shaun White, Louie Vito, Bobby Brown, Simon Dumont

• Increased focus on Breckenridge’s 50th Anniversary through broadcast integration

Event Results

December 15-18, 2011

Event Attendance – 35,000

With premium courses this year’s competitions were some of the most competitive ever witnessed.

Event Winners:

• Men’s Snowboard Superpipe – Shaun White • Men’s Snowboard Slopestyle – Gjermund Braaten • Men’s Ski Superpipe – Kevin Rolland • Men’s Ski Slopestyle – Tom Wallisch • Women’s Snowboard Superpipe – Kelly Clark • Women’s Snowboard Slopestyle – Spencer O’Brien

Breck Freeride Team featured four athletes in the top 10 of their respective finals Athlete Quotes

• Bobby Brown (@Bobby_Brown1): "Just hit @thedewtour course...woah, sick. I'm stoked.“

• Alex Schlopy (@aschlopy): "@thedewtour Breck is about to go off! The slope course is way too sick and the pipe is looking good! Good luck to everyone! #timeforfun“

• Gus Kenworthy: "Holy crap! @thedewtour slope course @BreckenridgeMtn is the sickest thing I've ever seen! So stoked!"

• Scotty Lago (@ScottyLago): "@thedewtour slope course is really fluid and fun.... Good work boys."

• Spencer O'Brien (@spencerobrien): "Excited for @thedewtour practice tomorrow, the course is sick!"

• KayaTurski (@KayaTurski) in response to the halfpipe being the largest ever: "I can believe it, so out of breath by the end of a run! But I have to say it's 602ft of fantastic!"

Media Distribution

Media Overview

The Breckenridge stop of the Winter Dew Tour had over 7.5 hours of original domestic programming across NBC and NBC Sports Network.

Additional media distribution outlets included: • Fuel TV / Fox Sports Net • Universal HD • Video On Demand • Mobile (Vcast, MobiTV) • Hulu (www.hulu.com) • The Nike Open at Breckenridge, CO was also simulcast LIVE in Primetime to Eurosport 2, Fox Sports Australia, RSN and TVA (Canada).

The Nike Open was watched by approximately 2 million people domestically Media Distribution

TV Audience: 200 million broadcast impressions worldwide

NBC / NBC Sports (Versus) • 3.5 Hours on NBC / 4 Hours on NBC Sports Network • :60 Breckenridge Lifestyle & Action Sports feature • 34+ minutes of Breckenridge broadcast integration UNIVERSAL HD • 5+ Hours – Universal HD broadcasts to over 25 million subscribers

FUEL TV • Green Label Experience – Fuel TV produced “Green Label Experience” • :30 Spot aired 55 times – “Green Label Experience” focused on local lifestyle, music, art, and action sports culture Media Distribution

International Distribution • Eurosport 2 and Fox Sports Australia – 3.5 hours of NBC broadcast were simulcasted LIVE internationally in primetime on Eurosport 2, Fox Sports Australia, RSN and TVA (Canada) – This live feed reached over 60 million households in 14 languages across 46 countries

• Extreme Channel – 3 hours of taped competition programming will air on Extreme Channel, Fox Sports Australia, RSN and TVA (Canada) to 40 million households

The Nike Open at Breckenridge reached over 180 million homes worldwide Media Distribution Broadcast Integration

Broadcast Integration Overview

Breckenridge Ski Resort and the Town of Breckenridge received exposure across NBC, NBC Sports Network, Universal HD and Fuel TV. The coverage also included international distribution on Euro Sport 2, Fox Sports International and the Extreme Sports Channel.

• 79 Logo on-air screen graphics • Ticker integration • 258 Athlete bib inclusions • 705 On-course signage • 30 Beauty shots totaling 7:10 mins • 2:30 vignette • Housing partner thank you’s and integration • Breckenridge thank you’s in show credits Broadcast Integration

On-Course signage inclusion within Snowboard and Freeski Slopestyle Finals on NBC and NBC Sports Network Broadcast Integration

Screen graphics and beauty shots within Freeski Superpipe and Slopestyle on NBC and NBC Sports Logo Broadcast Integration

Breckenridge vignette featuring Breck co-founder Trygve Berge and the progression of snowboarding Broadcast Integration

Broadcast Integration Recap • Breckenridge received 34+ minutes of on-air coverage on NBC and NBC Sports Network via beauty shots, mentions, course signage and other features.

• The Breckenridge vignette ran during the Men’s Freeski Slopestyle and Men’s Snowboard Superpipe finals on the NBC broadcast.

• Other features included: • 115 verbal mentions • 705 clear signage shots • 258 bib shots • 79 on-screen graphics • 30 beauty shots totaling 7:10 mins • 8 special Thank You in show credits Onsite Exposure

Breckenridge Onsite Exposure Overview

Breckenridge signage could be seen throughout venues across the event footprint. On-Course and In-Venue • Logo inclusion • (1) Breck wall ride • (10) Pipe wall banners • (2) superpipe start banners • (2) slopestyle start banners • (10) windscraper flags • (11) host partner 3x4s • (4) pillow cases • Slopestyle/Superpipe courses • Jumbotrons • (4,000) spectator guides • (2) Information kiosks Onsite Exposure Partnership Marketing

Breckenridge Ski Resort • Several online and print ads were developed, as well as a billboard on I-70 to help create excitement around the event.

• Print Ads • Summit Sojourner • Westword • Colorado Springs Independent • The Onion • Summit Daily • Vail Daily Partnership Marketing

Breckenridge Resort Chamber

• Following the Nike Chosen, the Riverwalk Center hosted a concert with Yelawolf, raising over $8,000 for S.O.S. Outreach The Nike Chosen

Nike • The “Nike Chosen” event brought the action downtown with the best amateur snowboarders at the Riverwalk Center. National Marketing

National Media Partners • The Winter Dew Tour continued to drive event promotion and engagement through relationships with key national print and online media partners. • Freeskier • 2 Page spread in January issue (12/13) • Freeskier.com banner ads • Freeskier email newsletter blast feature • Freeskier Podcast pre-roll • Powder Magazine • Full page in January issue (12/13) • Powdermag.com • Snowboarder Magazine • Full page in January issue (12/13) • Snowboardermag.com banner ads • Newschoolers.com • Newschoolers.com banner ads • GrindTV.com • GrindTV.com/snow banner ads Online/Social Media

Online • Breck Ski Resort and the Nike Open received an incredible response via Dew Tour web applications. • Winter Dew Tour Nike Open video’s totaled 155,000+ plays • YouTube Channel - 918% Increase

Social Media Stats • 12,000+ new likes on the Dew Tour Facebook page during the Nike Open • More than 8,600 mentions of the Dew Tour on twitter throughout the week • 270+ photos posted on Instagram were tagged to the #dewtour

Endemic Support • 15 million+ impressions via social media tags

“Dew Tour” was a trending topic on twitter in the Colorado region event week Public Relations

Coverage Breakdown National - 78 Regional - 121 Local - 82 Endemic - 130 Broadcast - 14

Impressions Print – 43 hits: 29,809,212 impressions Online – 877 hits: 1,098,991,811 impressions Broadcast – 14 hits: 3,066,676 impressions

TOTAL IMPRESSIONS: 1,131,867,699 Key Successes

• Over 20 hours of programming across multiple national and international media platforms available across 200 million homes • 34+ minutes of broadcast integration on NBC and USA via beauty shots, mentions and other features • 16 promos on NBC airing across all day parts, amounting to 4 minutes of promotion. • 1,131,867,699 PR impressions via media print, TV and online outlets including USA Today, ESPN and Transworld Business • Dew Tour Social media followers grew by approximately 15,000 Facebook likes and 2,500 Twitter follower in the month of December alone • “Dew Tour” became a trending topic in the Colorado region • Winter Dew Tour at Breckenridge videos totaled over 155,000 plays • Winter Dew Tour concert Friday night raised over $8,000 for S.O.S. Outreach 2012 Proposed Budget Comparisons 2011 2012 11 vs '12 Revised Budget BRC Approved Variance Comments July 2011 Budget

Income TOB Budget Recommendation 2012 to BMAC $ 1,959,000 $2,521,638 $ 562,638 Breckenridge Ski Area $ 150,000 $ 150,000 $ - Membership $ 197,558 $ 200,000 $ 2,442 With Lodging adjustments Other Income $ 148,707 $ 190,000 $ 41,293 WC Revenue/2% surcharge increase Special Events $ 334,317 $ 350,000 $ 15,683 Current pace plus potential corp sponsorships Total Income $ 2,789,582 $ 3,411,638 $ 622,056

Expenses

Capital Expense $ 56,378 Initial Contribution from the Town of $50,000 plus $6378 from original operating budget TOTAL ADMINISTRATION $ 209,888 7.5% $ 234,092 6.9% $ 24,204

MARKETING Fixed Costs $ 136,065 $ 140,718 Discretionary Marketing $ 450,100 $ 596,888 TOTAL MARKETING $ 586,165 21.0% $ 737,606 21.6% $ 151,441 Maintaining 2011 spend ratio

TOTAL RESEARCH $ 76,000 2.7% $ 138,489 4.1% $ 62,489 Includes BMAC $50K increase brand research

INTERNET Fixed Costs $ 45,900 $ 48,287 Discretionary Marketing $ 404,772 $ 468,253 TOTAL INTERNET $ 450,672 16.2% $ 516,540 15.1% $ 65,868 Maintaining 2011 spend ratio

SALES / GROUP Fixed Costs $ 222,243 $ 229,632 Discretionary Marketing $ 104,207 $ 116,818 TOTAL SALES/GROUP $ 326,450 11.7% $ 346,450 10.2% $ 20,000 Includes BMAC increase group sales

PUBLIC RELATIONS Fixed Costs $ 62,603 $ 67,636 Discretionary Marketing $ 87,642 $ 170,211 Increased $45K from marketing for add'l sat. media tours TOTAL PUBLIC RELATIONS $ 150,245 5.4% $ 237,847 7.0% $ 87,602 Includes BMAC $30K increase third party content provider

TOTAL MEMBERSHIP $ 90,194 3.2% $ 100,800 3.0% $ 10,606

TOTAL WELCOME CENTER $ 134,000 4.8% $ 136,620 4.0% $ 2,620

TOTAL SPECIAL EVENTS $ 635,100 22.8% $ 701,816 20.6% $ 66,716 Includes BMAC $20K event enhancement (ISSC, Early December, misc.) and $20K new event seed money (AEG Concert, Exising event) OPPORTUNITY FUNDS $ - $ 15,000 $ 15,000 BRC Board approved opportunity fund

2011 Deficiency Funding $ - $ 40,000 $ 40,000 Funding from TOB for 2011 (Spring fever, Oktoberfest)

Central Reservations Contribution $ 150,000 $ 150,000 $ -

TOTAL MARKETING EXPENSE $ 2,658,714 $ 3,411,638 $ 752,924

FINANCIAL MEMORANDUM

TO: TIM GAGEN, TOWN MANAGER FROM: CLERK AND FINANCE DIVISION SUBJECT: DECEMBER NET TAXABLE SALES & RETT REPORTING DATE: 2/8/2012

This memo explains significant items of note in relation to sales that occurred within the Town of Breckenridge in the month of November. Real Estate Transfer Tax, including an analysis of the monthly “churn” and sales by property type, is also included.

New Items of Note:

Net Taxable Sales • Overall, Net Taxable sales for December were up 10.2% over 2011 (up 6.7% for the year). While this may sound impressive, do note that the year-end total did fall short of the 2006 total. • Every category tracked ahead of prior year. • Short-Term Lodging, for the month, had the best December on record. However, for the year, we fell between 2006 & 2007 #s. • Grocery/Liquor, for the month, fell between 2006 & 2007 #s. We did finish ahead of 2007#s for the year- end total. • 2011 was the best year on record for Restaurants/Bars. Real Estate Transfer Tax

• Total January collections fell behind prior year by 69.6%. However, it is notable that in 2010 & 2011 that we received revenue for a new phase of Grand Lodge on Peak 7. The next phase of the Grand Lodge project will not close until December 2012. • The month did still fall behind budget by 23.9%., which was not affected by the prior year’s Grand Lodge closings. • We also fell behind PY churn for the month by 22.6%. • Sales of vacant land and townhomes were up vs. prior year. • While condos are not up vs. prior, they did comprise the majority of the sales for the month. Continuing Items of Note:

• Net Taxable Sales are reported in the first Council meeting following the due date of the tax remittance to the Town of Breckenridge. Taxes collected from the customer by the vendor are remitted to the Town on the 20th of the following month. • Quarterly taxes are reported in the last month of the period. For example, taxes collected in the first quarter of the year (January – March), are include on the report for the period of March. • Net Taxable Sales are continually updated as late tax returns are submitted to the Town of Breckenridge. Therefore, you may notice slight changes in prior months, in addition to the reporting for the current month.

• 2012 Real Estate Transfer Tax budget is based upon the monthly distribution for 2007. The reasoning is that we should compare to a year with a “normal distribution.”

2 TOWN OF BRECKENRIDGE TAXABLE SALES ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Total - All Categories* * excluding Undefined and Utilities categories

YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Monthly % Change 2005 2005 2006 2006 2007 2007 2008 2008 2009 2009 2010 2010 2011 2011 10-11 10-11

January 30,549 30,549 34,589 34,589 40,283 40,283 41,665 41,665 34,783 34,783 35,105 35,105 35,805 35,805 2.0% 2.0%

February 33,171 63,720 36,236 70,825 40,034 80,317 43,052 84,717 35,453 70,236 34,791 69,896 36,128 71,933 3.8% 2.9%

March 42,370 106,090 46,603 117,428 52,390 132,707 54,237 138,954 40,810 111,046 44,485 114,381 47,101 119,034 5.9% 4.1%

April 14,635 120,725 19,963 137,391 20,758 153,465 18,483 157,437 17,171 128,217 16,346 130,727 16,371 135,405 0.2% 3.6%

May 7,355 128,080 8,661 146,052 9,629 163,094 9,251 166,688 7,475 135,692 8,999 139,726 6,971 142,376 -22.5% 1.9%

June 14,043 142,123 15,209 161,261 18,166 181,260 16,988 183,676 14,286 149,978 13,557 153,283 14,235 156,611 5.0% 2.2%

July 20,366 162,489 22,498 183,759 24,168 205,428 23,160 206,836 20,788 170,766 21,346 174,629 24,134 180,745 13.1% 3.5%

August 17,625 180,114 20,071 203,830 22,125 227,553 21,845 228,681 18,656 189,422 18,603 193,232 21,878 202,623 17.6% 4.9%

September 15,020 195,134 17,912 221,742 18,560 246,113 18,481 247,162 19,806 209,228 14,320 207,552 16,969 219,592 18.5% 5.8%

October 10,170 205,304 11,544 233,286 12,687 258,800 12,120 259,282 10,410 219,638 10,226 217,778 10,740 230,332 5.0% 5.8%

November 12,647 217,951 15,877 249,163 15,943 274,743 13,483 272,765 12,809 232,447 12,985 230,763 14,549 244,881 12.0% 6.1%

December 39,687 257,638 43,431 292,594 47,258 322,001 42,076 314,841 39,859 272,306 42,343 273,106 46,651 291,532 10.2% 6.7%

Totals 257,638 292,594 322,001 314,841 272,306 273,106 291,532

2011 Monthly Sales Tax Activity (in thousands of dollars)

60,000

50,000

40,000

30,000

20,000

10,000

0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE SALES ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Retail-Restaurant-Lodging Summary

YTD 2005 2006 2007 2008 2009 2010 2011 Monthly % Change Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 25,240 25,240 28,528 28,528 32,258 32,258 34,290 34,290 28,802 28,802 29,538 29,538 30,174 30,174 2.2% 2.2%

February 27,553 52,793 29,972 58,500 33,039 65,297 35,511 69,801 29,401 58,203 29,090 58,628 30,504 60,678 4.9% 3.5%

March 35,705 88,498 39,051 97,551 44,390 109,687 45,338 115,139 34,428 92,631 38,136 96,764 40,676 101,354 6.7% 4.7%

April 10,773 99,271 15,134 112,685 16,025 125,712 13,410 128,549 12,653 105,284 12,154 108,918 12,281 113,635 1.0% 4.3%

May 4,179 103,450 4,647 117,332 5,146 130,858 5,111 133,660 4,125 109,409 5,836 114,754 4,077 117,712 -30.1% 2.6%

June 9,568 113,018 9,789 127,121 12,225 143,083 11,112 144,772 9,829 119,238 9,302 124,056 9,713 127,425 4.4% 2.7%

July 14,766 127,784 16,038 143,159 17,499 160,582 16,446 161,218 15,305 134,543 15,993 140,049 18,296 145,721 14.4% 4.1%

August 12,122 139,906 13,446 156,605 15,167 175,749 14,815 176,033 12,859 147,402 13,261 153,310 16,010 161,731 20.7% 5.5%

September 9,897 149,803 11,761 168,366 12,418 188,167 11,794 187,827 10,705 158,107 9,894 163,204 11,834 173,565 19.6% 6.3%

October 5,824 155,627 6,248 174,614 6,934 195,101 6,977 194,804 5,986 164,093 6,143 169,347 6,517 180,082 6.1% 6.3%

November 8,557 164,184 10,963 185,577 10,650 205,751 8,637 203,441 8,234 172,327 9,068 178,415 10,513 190,595 15.9% 6.8%

December 30,619 194,803 33,736 219,313 35,517 241,268 31,211 234,652 30,667 202,994 33,363 211,778 37,081 227,676 11.1% 7.5%

Totals 194,803 219,313 241,268 234,652 202,994 211,778 227,676

2011 Monthly Sales Tax Activity (in thousands of dollars)

50,000 45,000 40,000 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

Tourism Ratio (Retail + Restaurant)/Lodging

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE REVENUE ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Retail Sales

2005 2006 2007 2008 2009 2010 2011 Monthly YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 8,001 8,001 8,607 8,607 9,665 9,665 9,684 9,684 8,430 8,430 8,530 8,530 8,862 8,862 3.9% 3.9%

February 8,744 16,745 8,942 17,549 9,607 19,272 9,763 19,447 8,401 16,831 8,378 16,908 8,982 17,844 7.2% 5.5%

March 11,632 28,377 11,774 29,323 13,373 32,645 12,479 31,926 10,449 27,280 12,851 29,759 12,125 29,969 -5.6% 0.7%

April 3,678 32,055 5,406 34,729 5,287 37,932 4,301 36,227 4,274 31,554 4,032 33,791 4,006 33,975 -0.6% 0.5%

May 1,708 33,763 1,858 36,587 2,165 40,097 1,965 38,192 1,675 33,229 3,251 37,042 1,679 35,654 -48.4% -3.7%

June 3,565 37,328 3,589 40,176 4,597 44,694 4,153 42,345 3,558 36,787 3,895 40,937 3,477 39,131 -10.7% -4.4%

July 5,174 42,502 5,403 45,579 6,176 50,870 5,700 48,045 5,240 42,027 5,582 46,519 5,834 44,965 4.5% -3.3%

August 4,620 47,122 4,757 50,336 5,110 55,980 5,631 53,676 4,384 46,411 4,302 50,821 5,003 49,968 16.3% -1.7%

September 4,249 51,371 4,726 55,062 4,783 60,763 4,527 58,203 4,536 50,947 3,848 54,669 4,132 54,100 7.4% -1.0%

October 2,404 53,775 2,591 57,653 2,866 63,629 2,635 60,838 2,277 53,224 2,453 57,122 2,609 56,709 6.4% -0.7%

November 3,586 57,361 4,376 62,029 4,267 67,896 3,641 64,479 3,540 56,764 3,764 60,886 4,301 61,010 14.3% 0.2%

December 11,099 68,460 11,971 74,000 12,000 79,896 10,358 74,837 10,403 67,167 10,824 71,710 11,629 72,639 7.4% 1.3%

Totals 68,460 74,000 79,896 74,837 67,167 71,710 72,639

2011 Monthly Sales Tax Activity (in thousands of dollars)

16,000

14,000

12,000

10,000

8,000

6,000

4,000

2,000

0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE REVENUE ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Restaurants/Bars

2005 2006 2007 2008 2009 2010 2011 Monthly YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 6,897 6,897 7,924 7,924 8,414 8,414 9,117 9,117 8,231 8,231 8,515 8,515 9,039 9,039 6.2% 6.2%

February 7,047 13,944 8,058 15,982 8,467 16,881 9,208 18,325 8,129 16,360 8,343 16,858 8,660 17,699 3.8% 5.0%

March 8,117 22,061 9,256 25,238 10,015 26,896 10,240 28,565 8,527 24,887 9,186 26,044 10,151 27,850 10.5% 6.9%

April 3,609 25,670 4,552 29,790 4,678 31,574 4,440 33,005 4,173 29,060 4,042 30,086 4,222 32,072 4.5% 6.6%

May 1,760 27,430 1,832 31,622 2,058 33,632 2,107 35,112 1,783 30,843 1,812 31,898 1,570 33,642 -13.4% 5.5%

June 3,525 30,955 3,938 35,560 4,370 38,002 4,030 39,142 3,712 34,555 3,397 35,295 3,704 37,346 9.0% 5.8%

July 5,375 36,330 5,905 41,465 6,249 44,251 6,218 45,360 5,931 40,486 6,222 41,517 6,949 44,295 11.7% 6.7%

August 4,521 40,851 5,067 46,532 5,933 50,184 5,639 50,999 5,365 45,851 5,729 47,246 6,526 50,821 13.9% 7.6%

September 3,498 44,349 4,340 50,872 4,585 54,769 3,971 54,970 3,565 49,416 3,883 51,129 4,656 55,477 19.9% 8.5%

October 2,290 46,639 2,352 53,224 2,564 57,333 2,818 57,788 2,285 51,701 2,420 53,549 2,618 58,095 8.2% 8.5%

November 2,841 49,480 3,651 56,875 3,593 60,926 2,972 60,760 2,649 54,350 3,006 56,555 3,380 61,475 12.4% 8.7%

December 7,017 56,497 7,681 64,556 8,028 68,954 7,371 68,131 6,524 60,874 8,351 64,906 9,701 71,176 16.2% 9.7%

Totals 56,497 64,556 68,954 68,131 60,874 64,906 71,176

2011 Monthly Sales Tax Activity (in thousands of dollars)

12,000

10,000

8,000

6,000

4,000

2,000

0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE REVENUE ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Short-Term Lodging

2005 2006 2007 2008 2009 2010 2011 Monthly YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 10,342 10,342 11,997 11,997 14,179 14,179 15,489 15,489 12,141 12,141 12,493 12,493 12,273 12,273 -1.8% -1.8%

February 11,762 22,104 12,972 24,969 14,965 29,144 16,540 32,029 12,871 25,012 12,369 24,862 12,862 25,135 4.0% 1.1%

March 15,956 38,060 18,021 42,990 21,002 50,146 22,619 54,648 15,452 40,464 16,099 40,961 18,400 43,535 14.3% 6.3%

April 3,486 41,546 5,176 48,166 6,060 56,206 4,669 59,317 4,206 44,670 4,080 45,041 4,053 47,588 -0.7% 5.7%

May 711 42,257 957 49,123 923 57,129 1,039 60,356 667 45,337 773 45,814 828 48,416 7.1% 5.7%

June 2,478 44,735 2,262 51,385 3,258 60,387 2,929 63,285 2,559 47,896 2,010 47,824 2,532 50,948 26.0% 6.5%

July 4,217 48,952 4,730 56,115 5,074 65,461 4,528 67,813 4,134 52,030 4,189 52,013 5,513 56,461 31.6% 8.6%

August 2,981 51,933 3,622 59,737 4,124 69,585 3,545 71,358 3,110 55,140 3,230 55,243 4,481 60,942 38.7% 10.3%

September 2,150 54,083 2,695 62,432 3,050 72,635 3,296 74,654 2,604 57,744 2,163 57,406 3,046 63,988 40.8% 11.5%

October 1,130 55,213 1,305 63,737 1,504 74,139 1,524 76,178 1,424 59,168 1,270 58,676 1,290 65,278 1.6% 11.3%

November 2,130 57,343 2,936 66,673 2,790 76,929 2,024 78,202 2,045 61,213 2,298 60,974 2,832 68,110 23.2% 11.7%

December 12,503 69,846 14,084 80,757 15,489 92,418 13,482 91,684 13,740 74,953 14,188 75,162 15,751 83,861 11.0% 11.6%

Totals 69,846 80,757 92,418 91,684 74,953 75,162 83,861

2011 Monthly Sales Tax Activity (in thousands of dollars)

25,000

20,000

15,000

10,000

5,000

0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE REVENUE ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Supplies

2005 2006 2007 2008 2009 2010 2011 Monthly YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 1,720 1,720 2,084 2,084 2,876 2,876 2,631 2,631 1,240 1,240 1,095 1,095 777 777 -29.0% -29.0%

February 1,669 3,389 2,031 4,115 2,459 5,335 2,532 5,163 1,297 2,537 1,111 2,206 821 1,598 -26.1% -27.6%

March 2,216 5,605 2,967 7,082 3,156 8,491 3,463 8,626 1,530 4,067 1,472 3,678 1,245 2,843 -15.4% -22.7%

April 1,359 6,964 1,680 8,762 1,813 10,304 2,114 10,740 1,305 5,372 1,006 4,684 829 3,672 -17.6% -21.6%

May 1,370 8,334 2,045 10,807 2,314 12,618 1,894 12,634 1,250 6,622 1,139 5,823 841 4,513 -26.2% -22.5%

June 2,083 10,417 2,836 13,643 3,119 15,737 2,886 15,520 1,814 8,436 1,573 7,396 1,765 6,278 12.2% -15.1%

July 2,186 12,603 2,872 16,515 2,770 18,507 2,450 17,970 1,602 10,038 1,354 8,750 1,619 7,897 19.6% -9.7%

August 2,211 14,814 3,096 19,611 3,187 21,694 2,869 20,839 1,990 12,028 1,446 10,196 1,597 9,494 10.4% -6.9%

September 2,452 17,266 3,394 23,005 3,234 24,928 3,574 24,413 6,237 18,265 1,471 11,667 1,857 11,351 26.2% -2.7%

October 2,107 19,373 2,924 25,929 3,259 28,187 2,470 26,883 2,016 20,281 1,595 13,262 1,575 12,926 -1.3% -2.5%

November 1,876 21,249 2,537 28,466 2,693 30,880 2,199 29,082 2,196 22,477 1,495 14,757 1,437 14,363 -3.9% -2.7%

December 2,712 23,961 3,091 31,557 3,713 34,593 3,160 32,242 1,958 24,435 1,548 16,305 1,794 16,157 15.9% -0.9%

Totals 23,961 31,557 34,593 32,242 24,435 16,305 16,157

2011 Monthly Sales Tax Activity (in thousands of dollars)

7,000

6,000

5,000

4,000

3,000

2,000

1,000

0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE REVENUE ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Grocery/Liquor Stores

2005 2006 2007 2008 2009 2010 2011 Monthly YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 3,589 3,589 3,977 3,977 5,149 5,149 4,744 4,744 4,741 4,741 4,472 4,472 4,854 4,854 8.5% 8.5%

February 3,949 7,538 4,233 8,210 4,536 9,685 5,009 9,753 4,755 9,496 4,590 9,062 4,803 9,657 4.6% 6.6%

March 4,449 11,987 4,585 12,795 4,844 14,529 5,436 15,189 4,852 14,348 4,877 13,939 5,180 14,837 6.2% 6.4%

April 2,503 14,490 3,149 15,944 2,920 17,449 2,959 18,148 3,213 17,561 3,186 17,125 3,261 18,098 2.4% 5.7%

May 1,806 16,296 1,969 17,913 2,169 19,618 2,246 20,394 2,100 19,661 2,024 19,149 2,053 20,151 1.4% 5.2%

June 2,392 18,688 2,584 20,497 2,822 22,440 2,990 23,384 2,643 22,304 2,682 21,831 2,757 22,908 2.8% 4.9%

July 3,414 22,102 3,588 24,085 3,899 26,339 4,264 27,648 3,881 26,185 3,999 25,830 4,219 27,127 5.5% 5.0%

August 3,292 25,394 3,529 27,614 3,771 30,110 4,161 31,809 3,807 29,992 3,896 29,726 4,271 31,398 9.6% 5.6%

September 2,671 28,065 2,757 30,371 2,908 33,018 3,113 34,922 2,864 32,856 2,955 32,681 3,278 34,676 10.9% 6.1%

October 2,239 30,304 2,372 32,743 2,494 35,512 2,673 37,595 2,408 35,264 2,488 35,169 2,648 37,324 6.4% 6.1%

November 2,214 32,518 2,377 35,120 2,600 38,112 2,647 40,242 2,379 37,643 2,422 37,591 2,599 39,923 7.3% 6.2%

December 6,356 38,874 6,604 41,724 8,028 46,140 7,705 47,947 7,234 44,877 7,432 45,023 7,776 47,699 4.6% 5.9%

Totals 38,874 41,724 46,140 47,947 44,877 45,023 47,699

2011 Monthly Sales Tax Activity (in thousands of dollars)

9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE TAXABLE REVENUE ANALYSIS BY BUSINESS SECTOR (in Thousands of Dollars)

Utilities

2005 2006 2007 2008 2009 2010 2011 Monthly YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD Actual YTD 10-11 10-11

January 2,675 2,675 3,829 3,829 3,591 3,591 3,961 3,961 3,950 3,950 3,577 3,577 3,004 3,004 -16.0% -16.0%

February 2,540 5,215 3,056 6,885 3,149 6,740 3,765 7,726 3,253 7,203 3,118 6,695 2,913 5,917 -6.6% -11.6%

March 2,883 8,098 3,428 10,313 3,525 10,265 3,699 11,425 3,134 10,337 3,365 10,060 2,772 8,689 -17.6% -13.6%

April 2,741 10,839 2,778 13,091 2,694 12,959 3,448 14,873 2,792 13,129 2,779 12,839 2,400 11,089 -13.6% -13.6%

May 1,939 12,778 1,926 15,017 2,386 15,345 2,742 17,615 1,917 15,046 2,057 14,896 2,057 13,146 0.0% -11.7%

June 1,846 14,624 1,713 16,730 2,078 17,423 2,588 20,203 1,620 16,666 1,793 16,689 1,693 14,839 -5.6% -11.1%

July 1,663 16,287 1,529 18,259 1,588 19,011 2,075 22,278 1,539 18,205 1,548 18,237 1,614 16,453 4.3% -9.8%

August 1,629 17,916 1,854 20,113 1,621 20,632 2,031 24,309 1,497 19,702 1,558 19,795 1,673 18,126 7.4% -8.4%

September 1,843 19,759 1,949 22,062 1,792 22,424 2,219 26,528 1,667 21,369 1,625 21,420 1,604 19,730 -1.3% -7.9%

October 2,127 21,886 1,987 24,049 1,883 24,307 2,026 28,554 1,845 23,214 1,412 22,832 1,632 21,362 15.6% -6.4%

November 2,340 24,226 2,264 26,313 2,251 26,558 2,411 30,965 2,364 25,578 1,972 24,804 2,409 23,771 22.2% -4.2%

December 4,005 28,231 3,206 29,519 3,271 29,829 3,435 34,400 3,389 28,967 2,845 27,649 2,991 26,762 5.1% -3.2%

Totals 28,231 29,519 29,829 34,400 28,967 27,649 26,762

2011 Monthly Sales Tax Activity (in thousands of dollars)

4,500

4,000

3,500

3,000

2,500

2,000

1,500

1,000

500

0 January February March April May June July August September October November December

2005 2006 2007 2008 2009 2010 2011

2/8/2012 TOWN OF BRECKENRIDGE REAL ESTATE TRANSFER TAX COLLECTIONS REPORTED IN THE PERIOD EARNED

2007 Collections 2011 Collections 2012 Budget 2012 Monthly 2012 Year to Date Sales Tax Year Percent Tax Year Percent Tax Year Percent % of % Change % Change % of % Change % Change Period Collected To Date of Total Collected To Date of Total Budgeted To Date of Total Actual Budget from 2007 from 2011 Actual Budget from 2007 from 2011

JAN $ 352,958 $ 352,958 6.2% $ 436,605 $ 436,605 12.8% $ 174,140 $ 174,140 6.2% $ 132,557 76.1% -62.4% -69.6% $ 132,557 76.1% -62.4% -69.6%

FEB 342,995 695,953 12.3% 350,866 787,471 23.1% $ 169,224 $ 343,364 12.3% 17,761 10.5% -94.8% -94.9% 150,318 43.8% -78.4% -80.9%

MAR 271,817 967,770 17.1% 250,986 1,038,457 30.5% $ 134,107 $ 477,470 17.1% - 0.0% n/a n/a 150,318 31.5% -84.5% -85.5%

APR 564,624 1,532,394 27.0% 333,424 1,371,881 40.3% $ 278,570 $ 756,040 27.0% - 0.0% n/a n/a 150,318 19.9% -90.2% -89.0%

MAY 533,680 2,066,074 36.4% 337,577 1,709,458 50.2% $ 263,303 $ 1,019,342 36.4% - 0.0% n/a n/a 150,318 14.7% -92.7% -91.2%

JUN 522,999 2,589,073 45.6% 251,806 1,961,263 57.6% $ 258,033 $ 1,277,375 45.6% - 0.0% n/a n/a 150,318 11.8% -94.2% -92.3%

JUL 343,610 2,932,683 51.7% 83,522 2,044,785 60.0% $ 169,527 $ 1,446,903 51.7% - 0.0% n/a n/a 150,318 10.4% -94.9% -92.6%

AUG 594,349 3,527,032 62.1% 350,730 2,395,515 70.3% $ 293,235 $ 1,740,138 62.1% - 0.0% n/a n/a 150,318 8.6% -95.7% -93.7%

SEP 711,996 4,239,028 74.7% 276,774 2,672,289 78.5% $ 351,278 $ 2,091,416 74.7% - 0.0% n/a n/a 150,318 7.2% -96.5% -94.4%

OCT 392,752 4,631,779 81.6% 208,831 2,881,120 84.6% $ 193,773 $ 2,285,189 81.6% - 0.0% n/a n/a 150,318 6.6% -96.8% -94.8%

NOV 459,147 5,090,926 89.7% 223,271 3,104,391 91.2% $ 226,530 $ 2,511,719 89.7% - 0.0% n/a n/a 150,318 6.0% -97.0% -95.2%

DEC $ 584,308 $ 5,675,235 100.0% $ 301,397 $ 3,405,788 100.0% $ 288,281 $ 2,800,000 100.0% $ - 0.0% n/a n/a $ 150,318 5.4% -97.4% -95.6% 2012 budget is based upon 2007 monthly distribution Feburary #s are through 2/7/12.

2012 Monthly RETT Tax Collections 2012 Y.T.D. RETT Collections

$500,000 $4,000,000

$450,000 $3,500,000

$400,000 $3,000,000 $350,000 $2,500,000 YTD CATEGORIES$300,000 BY MONTH $2,000,000 $250,000 $1,500,000 $200,000 $1,000,000 $150,000 $500,000 $100,000 $- $50,000 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC $- JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2011 Actual 2012 Budget 2012 Actual 2011 YTD Actual 2012 YTD Budget 2012 YTD Actual

2/8/2012 TOWN OF BRECKENRIDGE REAL ESTATE TRANSFER TAX CHURN REPORTED IN THE PERIOD EARNED

2011 Collections Sales Tax Year New Construction Monthly YTD % of Period Collected To Date Grand Lodge 1 Ski Hill Water House Other Churn Churn YTD Total JAN $ 436,605 $ 436,605 246,243 0 53,370 0 $ 136,992 $136,992 31.4% FEB $ 350,866 $ 787,471 173,763 26,482 11,550 0 $ 136,992 $273,985 34.8% MAR $ 250,986 $ 1,038,457 56,805 0 9,300 0 $ 136,992 $410,977 39.6% APR $ 333,424 $ 1,371,881 41,651 7,296 19,170 11,300 $ 136,992 $547,969 39.9% MAY $ 337,577 $ 1,709,458 87,830 36,403 0 0 $ 136,992 $684,962 40.1% JUN $ 251,806 $ 1,961,263 44,417 0 0 0 $ 136,992 $821,954 41.9% JUL $ 83,522 $ 2,044,785 14,277 0 0 0 $ 136,992 $958,946 46.9% AUG $ 350,730 $ 2,395,515 107,470 0 0 5,050 $ 136,992 $1,095,939 45.7% SEP $ 276,774 $ 2,672,289 27,114 0 0 0 $ 136,992 $1,232,931 46.1% OCT $ 208,381 $ 2,880,670 2,223 0 0 14,800 $ 136,992 $1,369,923 47.6% NOV $ 223,271 $ 3,103,941 5,083 17,212 $ 136,992 $1,506,916 48.5% DEC $ 301,397 $ 3,405,338 7,928 11,300 $ 136,992 $1,643,908 48.3%

2012 Collections Sales Tax Year New Construction Monthly YTD YTD % of % Change In Churn Period Collected To Date Grand Lodge 1 Ski Hill Water House Other Churn Budget Churn YTD Total from Prior Year JAN $ 132,557 $ 132,557 26,492 0 0 0 $ 106,065 $ 174,140 $106,065 80.0% -22.6% FEB $ 17,761 $ 150,318 $ 17,761 $ 343,364 $123,826 82.4% -54.8% MAR $ - $ 150,318 $ - $ 477,470 $123,826 n/a n/a APR $ - $ 150,318 $ - $ 756,040 $123,826 n/a n/a MAY $ - $ 150,318 $ - $ 1,019,342 $123,826 n/a n/a JUN $ - $ 150,318 $ - $ 1,277,375 $123,826 n/a n/a JUL $ - $ 150,318 $ - $ 1,446,903 $123,826 n/a n/a AUG $ - $ 150,318 $ - $ 1,740,138 $123,826 n/a n/a SEP $ - $ 150,318 $ - $ 2,091,416 $123,826 n/a n/a OCT $ - $ 150,318 $ - $ 2,285,189 $123,826 n/a n/a NOV $ - $ 150,318 $ - $ 2,511,719 $123,826 n/a n/a DEC $ - $ 150,318 $ - $ 2,800,000 $123,826 n/a n/a

RETT Monthly Collections vs. Churn

$450,000

$400,000

$350,000

$300,000

$250,000

$200,000

$150,000

2010$100,000

2011$50,000

$- JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2011 Tax Collected 2011 Monthly Churn 2012 Tax Collected 2012 Monthly Churn

YTD Churn Analysis

$1,800,000

$1,600,000

$1,400,000

$1,200,000

$1,000,000

$800,000

$600,000

$400,000

$200,000

$0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2012 YTD Churn 2011 YTD CHURN TOWN OF BRECKENRIDGE REAL ESTATE TRANSFER TAX COLLECTIONS YTD CATEGORIES BY MONTH

2007 2010

1,800,000 1,200,000 Vacant Land Vacant Land 1,600,000 1,000,000 Commercial 1,400,000 Commercial

1,200,000 800,000 Timeshare Timeshare 1,000,000 600,000

800,000 Single Family Single Family

600,000 400,000 Condos Condos 400,000 200,000

200,000 Townhomes Townhomes

0 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

2011 2012

1,200,000 45,000

Vacant Land Vacant Land 40,000 1,000,000

Commercial 35,000 Commercial

800,000 30,000

Timeshare Timeshare 25,000 600,000

20,000 Single Family Single Family

400,000 15,000

Condos Condos 10,000 200,000

5,000 Townhomes Townhomes

0 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC TOWN OF BRECKENRIDGE REAL ESTATE TRANSFER TAX COLLECTIONS MONTHLY BY CATEGORY

Commercial Timeshare

250,000 2007 450,000 2007 2008 400,000 200,000 2008 2009 350,000 2009 300,000 150,000 2010 2010 250,000 2011 2011 200,000 100,000 2012 2012 150,000 50,000 100,000 50,000 0 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Vacant Land Single Family

120,000 2007 250,000 2007 2008 2008 100,000 2009 200,000 2009 80,000 2010 2010 2011 150,000 60,000 2011 2012 100,000 2012 40,000

20,000 50,000

0 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC YTD CATEGORIES BY MONTH

Townhomes Condos

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Breckenridge Resort Chamber Executive Summary Report January 2012 Reports Monday, March 12, 2012

From the President

The GM Roundtable will be held Thursday, March 8th, at Beaver Run Resort. The response so far has been positive and we anticipate a good attendance. The presentation will include updates in Lodging from Breckenridge Central Reservations, Spring/Summer from BRC Marketing, Spring update from Breckenridge Ski Resort, and buy into the Lodging Survey discussed at BMAC.

The new BRC Marketing Committee had their first meeting on February 7th and is in full swing working with staff. Roles and responsibilities along with protocol were discussed and agreed upon at this first meeting. The Summer 2012 Marketing Plan was approved, and will be submitted as the Marketing Committee recommendation to BRC Board and BMAC. Marketing Committee Meetings are scheduled for the first Tuesday of each month.

As of January 31, 2012, revenue numbers indicated BCR is at 90% of the January overall target budget and at 95% of Lodging revenue. As of February 29th, 2012, preliminary revenue numbers indicate BCR is at 54% of the February overall target budget to date and 54% of Lodging revenue. The BRC/BCR finance committee is meeting March 9 to discuss BCR 2012 budget forecast.

The Group Sales numbers for January started out strong with leads pacing 344% above budget.

PR consumer impressions in January tracked 358% above budget, attributing to ISSC and the major coverage generated nationally and internationally.

ISSC was a tremendous success with15 teams/10 teams participating. Cadillac and Summit Express were added as sponsors for the 2012 event, and we already have strong commitments for next year.

Mardi Gras continued the event activity with the Bacchus Ball increasing from 150 in 2011 to over 220 in 2012. The Mardi Gras parade hosted 11 floats and was a good success. We see this event enhancing its presence yearly.

Currenty, BRC special events is working with the Breckenridge Ski Resort to capture spring events/promotions from individual retail and restaurants in an effort to show town animation for Spring Fever. Additionally, efforts are being made to “seed” a fall event.

ACTIVITY SUMMARY – JANUARY

I. Advertising and Marketing • Executed 1st quarter of winter marketing plan including ISSC & Mardi Gras Advertising • Retooling February and March media to support Spring Fever as planned • Executing Summer Long Lead print marketing tactics • Kicking off the Brand Research project with Reality Check Inc. • Presented Summer 2012 Marketing Plan at Joint BMAC/BRC meeting • New Marketing Committee 1st meeting on February 7th • New Website, evaluating 1st month analytics - Finishing key “punch list” items - Working on next phase of improvements

II. Public Relations • Sat media tour, daily photo updates and AP photographer were the three main tactics that generated snow sculpture coverage across UK, Germany, Mexico, Brazil, Australia and Canada; domestic coverage shared within news networks resulting in extensive TV coverage (multiple hits on multiple stations) in over 23 markets and major web/slideshow coverage such as Yahoo! and Huffington Post; many web clips linked to GoBreck social pages and generated dramatic increase in social engagement/visibility • Weather Conference town initiatives generated 7 live shots from Main Street, all mentioning Ullr Fest; stations/markets included CNN, Miami (two stations), Portland and others • Other major January coverage (aside from ISSC and Weather) included Forbes.com, Fort Worth Star Telegram, San Francisco Chronicle, GO AirTran magazine and others • Follow-ups underway for Boston/NYC in-market • Breck Connection blog live w/regular posts; planning underway for blog visibility/promotion • Summer kickoff media event (Front Range focus) in planning stages with BSR – timing in conjunction with Kingdom Days and Fun Park opening

III. Breckenridge Central Reservations • GoBreck web visits: 78,168; down 16% to budget and down 8% to last year • GoBreck unique web visits: 62,056; down 9% to last year. o Industry stats: Ave is 48,469; up 11% to prior year • January phone volume: 1,112 calls; down 5% to budget and down 21% to last year o Industry stats: 4,082 calls, an 18% decrease to last year • Call conversion was 11.8% vs. 14.3% budget and 15.6% last year o Industry stats: 16%, a .5% decrease to last year • January Revenue collected was down $38,820 to budget (-9.4%). • January reservations booked: 317, down 50% to budget and down 49% to 2011. o Industry stats: Ave. 1,241 reservations; a 17% decrease to last year • Room nights booked: 823 nights; 49% to budget and down 49% to 2011. o Industry stats: Ave. 3,654, a 12% decrease to last year • Lodging revenue booked: $200,282, down 47% to budget and down 49% to last year. o Industry stats: Ave. $1,029,992 a 17% decrease to prior year • Incremental revenue sold in January was down $69K to last year and down $27k to budget.

Welcome Center • January visitors were up 0.5% to 2011. • January revenue was $5,219; down 76% (-$16,822) to 2011.

Breckenridge Occupancy: • MTRiP Data reports January occupancy was 53.5%; down 3.7% from 55.5% in 2011. ADR was $213.58 vs. $204.46 in 2011; +4.5% • January room nights sold were 37,287 vs. 38,730 in 2011; -3.7% • January RevPAR was $114.22 vs. $113.49 in 2011; +.06% • January Occupancy Market Share Index vs. MTRiP Colorado was down 3.2% (-3.1% in 2011) • The MTRiP Colorado occupancy in January was 54.1%; -0.5% to 2011 • The MTRiP Aggregate occupancy in January was 50%; -4% to 2011

Central Reservations Initiatives Initiatives include: • Work with Property Management Companies to provide database for direct marketing efforts with a BCR Call to Action • Promotional Giveaway on website and Face Book pages to grow database • GoBreckNow data on GoBreck Mobile site • Connection to Inntopia data warehouse to grow the database more efficiently • Contact Retailers and Restaurants to investigate feasibility of a value added program for BCR that tracks results more effectively than previous initiatives. • Grow revenue through targeted efforts to database, co-op shows and in market programs • Completed contact with suppliers regarding collecting and submitting out of town surcharge. • Board President’s met regarding vendor agreement changes

IV. Group Sales Department • Department Planning Strategy Session • Attended Rocky Mountain Bridal Show at the Convention Center • Hosted Meeting Planners at VIP Reception for Snow Sculpture • Quarterly Group Sales Meeting • Attended CSAE, MPI, and SGMP monthly meetings

V. Events • International Snow Sculpture Championships – January 24 – February 5 - 15 Teams/10 Countries Represented - Negotiated Presenting sponsorship deal with Cadillac - New sponsorship with Summit Express for ground transport for teams – 8k Savings over 2011 - Snow Sculpture Program book will be four-color - Sponsorship Agreement with Lighting Company (15k in kind) - Movie-Snow Carvers will be shown twice at Speakeasy Theatre during event - Archways and banners added to entrance to event

• Mardi Gras - Bacchus Ball held at Beaver Run on February 18 – 220 in attendance. - Hazel Miller performed at Bacchus Ball – Hazel will be an annual event. - Most attendees in costume. Masks and beads sold at event. - Offered free photo opportunity. Photos loaded on Facebook. - Upgraded event with decorations on table and around stage. - Researched additional acts for next year’s ball - Mardi Gras Parade on Main Street February 22

• St. Patrick’s Day – March 17 - Blue River Plaza Event – 5:00 p.m. - 500 Green Eggs with filled with free drinks, cash, etc. - KSMT will give away 1,000 Beer Festival steins - Compile all events/specials happening in town for St. Patrick’s Day

• US Pro Cycling Challenge - Race Start – August 24 - First Organizing Committee meeting held February 8. - BRC Events Role in event is being discussed.

• Kingdom Days – June 16-17 - Outhouse Street Party on Ridge Street - Event in initial planning stage

• New Event Proposals - Working with town on protocol for new event opportunities - BMAC involvement?

VI. MEMBERSHIP • 6 New Members in January 2012 • 11 Dropped Members (4 out of business, 4 unhappy/money, 1 merged with another member and 2 are now complimentary members, so they are off of the paid member list) • 431 Paid Members as of 2.20.12 • Just announced return of Employee of the Month program