VISIT PENSACOLA BOARD MEETING April 28, 2021

1 Board of Directors Meeting April 28, 2021 3:00 p.m. – 5:00 p.m. Courtyard by Marriott West I-10

AGENDA

1. Meeting Called to Order

2. Public Comment

3. Old Business a) Approval of Minutes from the March 24, 2021 board meeting*

4. New Business a) Finance Committee Monthly Report* b) 2nd Quarter ending CPA Compiled Financial Statements* c) RFP for IT Management* d) Grant Update and Recommendations*

5. Staff Updates a) Marketing/Showcase b) President/CEO

*Action Item requiring board vote

2 Visit Pensacola Board of Directors Meeting Minutes Holiday Inn University Area & Zoom Wednesday, March 24, 2021

Members Present: D.C. Reeves, Deandra Holcomb, Mckenzie Nicholas, Jay Bhakta (via Zoom), Suzanne Lewis (via Zoom), Gabe DiCianni (via Zoom), Joe McCay (via Zoom), and Jessica Andrade (via Zoom), and David Kemp (via Zoom) Members Absent: Cameron Price, Dr. Lusharon Wiley, David Kemp Staff Present: Darien Schaefer, Nicole Stacey, Leslie White, Wandy Samuel, Kaya Man, Lindsey Steck, Shawn Brown, and Rob Rushing/Carver Darden

The meeting was called to order by D.C. Reeves at 3:00 p.m.

Public Comment: There was no public comment.

Old Business Board Meeting Minutes: There was no discussion on the board meeting minutes from February 24, 2021. A motion was made by Deandra Holcomb, seconded by Gabe DiCianni, to approve the February 24, 2021 meeting minutes. The vote was unanimous for approval. New Business

February Financials: Gabe DiCianni presented the February financials. February 2021 as compared to February 2020 shows a net income of $81K. February 2021 MTD as compared to February 2020 MTD shows a net loss of ($10K), due to outstanding Showcase invoices in FY20. Due to COVID and budget cuts, VPI is not engaging in projects and events so far in FY21, YTD expenses are lower as compared to YTD in FY20. FY21 TDT Unified budget is $5,997K and only $1,404K has been used so far. That is only 23% of the total unified budget in the first 5 months of FY21. The lack of various events and projects, that normally occur in the first quarter of the year, has not happened yet due to COVID and $743K budget cuts in grant programs. FY21 YTD Membership number is at 142 members as 9 of them are new members as compared to FY20 YTD which had 168 members and 24 new members. Current investment per membership is at a higher level, resulting in only a difference of -$1303 in membership income YTD despite 26 less members. Insurance company reimbursed VPI $16K of the total $73K paid for repair damages from Hurricane Sally. PSA is current on their submissions. They have received $100K of the $100K advance in $25K installments as per their FY21 agreement with a remaining budget of $385K, 69% remaining. ACE has received $300K on advance organization grants and $50K advance on Foo Foo. ACE has $150K remaining to be advanced for Foo Foo per their contract. A motion was made by Deandra Holcomb, seconded by McKenzie Nicholas, to accept the February financial report. There was no discussion. The vote was unanimous for approval. The motion passed.

3 Downs & St. Germain PRIZM Study: Joseph St. Germain, PH.D. presented and reviewed the PRIZM study purpose and method of collecting data from partners. This study will work with accommodation partners collecting addresses for eighteen months and builds upon the Unique Emotional Positioning Study that was recently conducted and completed. The results from the PRIZM Study will help tailor future marketing campaigns. A non-disclosure agreement would be signed. A discussion continued with board members.

Staff Updates Marketing/Showcase: Nicole Stacey gave the marketing team update. The Sun Belt Conference Basketball Championship held in Pensacola March 5-8 was a success and she thanked all partners that were involved. National Travel and Tourism Week will be May 2-8, 2021 and a week of activities is being planned, a hybrid approach, virtual and in-person. This year’s theme is “The Power of Travel”. Leslie Perino, Showcase Pensacola, gave an update on the recent Sun Belt Conference Basketball Championship. It was a great first year and Fan Fest was a huge hit and will be extended to include Saturday next year. Dickie Appleyard gave an update on Showcase, which is comprised of four local ad agencies that collaborate together and meet weekly with Visit Pensacola staff. The “Remote Learners” campaign will continue through May 31, 2021, using social media and email tactics. The “Coastal Value” promotion started and will continue through April 30, 2021. Showcase is also coordinating a radio promotion with radio and television personality, Bobby Bones, The Bobby Bones Show. Bryan McCall presented and reviewed the one-sheet marketing update. Trackable results, community impact, and digital impact for January were reviewed.

President/CEO Update: Darien Schaefer reviewed the February TDT Collections. Collections are up 5.6% over last year despite lodging inventory on Perdido Key and Pensacola Beach still down due to damage from Hurricane Sally, remediation, and repairs. The fifth cent will become active April 1, 2021.

A discussion continued about current legislation and the possible expanded use of TDT dollars, HB1429, for the purposes of flood mitigation, along with three other pieces of legislation. Staff recently completed “Management by Strengths” to help improve communication among one another on a daily basis. Darien stated the Visit Pensacola Event Grant Program is currently being reviewed and the Grant Committee will be meeting in early April. The Event Grant funding would resume October 1, 2021. He stated that this is an important program to help grow visitor traffic during our shoulder seasons. The updated program will be presented at the April Board of Directors meeting. The next Tourist Development Council meeting is Tuesday, April 13, 2021. Visit Pensacola’s staff accountant, Wandy Samuel, has officially been promoted to Accounting Manager. The meeting was adjourned at 4:09 p.m. by D.C. Reeves. Respectfully Submitted, Leslie R. White, Destination Services & Events Manager

4 VISIT PENSACOLA BOARD MEETING April 28, 2021

VP Financials

5 Bullets NOTES:

FY21 MARCH TAKEAWAYS: March 2021 as compared to March 2020 shows a net loss of ($282K) as compared to a net income of $22K in March 2020. This is due to expenses for Sun Belt Conference Tournament, the reprinting of the Insider Guides and also not billing the County for Showcase, in March. Checks having not cleared the bank and unable to the bill the County not recognize the income. MAJOR HIGHLIGHTS: The request for the carry-over amount from FY20 for $542K has been submitted to the County to be applied to FY21 TDT budget. VPI will look for approval at the April BOCC meeting. The Insurance company reimbursed VPI $60K of the total $73K paid for repair damages from Hurricane Sally.

FY21 YTD Membership number is at 148 members as 15 of them are new members as compared to FY20 YTD which had 168 members and 24 new members. Membership is at a higher level, even though there are 26 less members.

PSA is current on their submissions. They have received $100K of the $100K advance in $25K installments as per their FY21 agreement with a remaining budget of $331K, 60% remaining. ACE has received $350K on advance organization grants and $50K advance on Foo Foo . The 1st advance of $200K with backup has been billed to the County in March 2021. ACE has $150K remaining to be advanced for Foo Foo per their contract.

A VP MTD TDT INCOME is from outstanding large vendors which was billed in March.

VP MTD PRIVATE INCOME is from insurance reimbursement payment for Hurricane Sally repair and memberships dues. All memberships start B on October 1, with dues having an influx at the beginning of the fiscal year. This is front loaded in the year. Currently there is $18K yet to be collected in membership dues.

8 VP MONTH TO DATE NET INCOME is from recognizing income as billed to the County for previous months paid expenses.

A VISIT PENSACOLA ONLY Month to Date TDT revenue totaled $325K (We recognize income as billed to the County). B VISIT PENSACOLA ONLY Month To Date Private revenue totaled $5K. C VISIT PENSACOLA ONLY Month to date total Revenue = $130K VISIT PENSACOLA ONLY Month to date expense: D Direct Programming Totaled $381K E Operations totaled ($25K) F Personnel total $56K G VISIT PENSACOLA ONLY Month to Date total Expense = $412K H VISIT PENSACOLA Only Month to Date Net loss =( $281K)

1 UNIFIED Year to Date TDT revenue totaled $1.783K. 2 UNIFIED Year To Date Private revenue totaled $172K 3 UNIFIED Year to date total Revenue = $2.072K plus PPP loan $203K UNIFIED Year to date expense: 4 Direct Programming Totaled $1,940K 5 Operations totaled $178K 6 Personnel total $533K 7 UNIFIED Year to Date total Expense = $2,651K 8 UNIFIED Year to Date Net Income =$7K County Submissions * All submissions to the County are current with no denials to date. We received the CARES payment 12.9.2020.

6 VISIT PENSACOLA BALANCE SHEET

Mar 31, 21 NOTES ASSETS Current Assets Checking/Savings 1025 · EFT TDT #4196 679,855.36 Electronic funds from Cty 1010 · TDT Op #2290 268,061.76 TDT Operating account 1030 · Partner#2177 Private funds account 1033 · PPP LOan 203,237.00 PPP Loan account 1030 · Partner#2177 - Other 311,618.07 Private funds Operating account Total 1030 · Partner#2177 514,855.07 1035 · Reserves #3955 821,516.58 Private funds Interest bearing account 1050 · Petty Cash 115.00 Petty Cash only at Pcola VIC Total Checking/Savings 2,284,403.77 Accounts Receivable 1200 · Accounts Receivable 1200-98 · ACE Advance 150,000.00 $200K released to Income Statement 1200-4 · Tourism Receivables 378,395.15 March submission 1200-5 · Membershp Receivable 3,070.00 FY20 Accruals for membership dues owed Total 1200 · Accounts Receivable 531,465.15 Total Accounts Receivable 531,465.15 Other Current Assets 1500 · Gift Cards 100.00 One gift card for The District no expiration date Sprout Social, Arrivalist, Simpleview, VisitApps, Visa Vue, STR, Destinations International, VR Market Data, DMO Partnership, Adara, Destinations Florida, Monsido 1405 · Prepaid Misc. 131,157.97 1410 · Prepaid Insurance 17,354.11 Flood, Wind, Property, D&O 1400 · Prepaid Postage 1,991.58 Balance on account at Post Office and Pitney Bowes Total Other Current Assets 150,603.66 Total Current Assets 2,966,472.58 Fixed Assets 1350 · Equipment 1361 · iMac Pro 5,757.91 Owned by VPI, purchased late Sept.2018 1998 · Acc Depr - Equipment -4,844.16 1359 · Apple laptop 1,449.00 fully depreciated 1352 · Flag & Flagpole 683.00 fully depreciated 1351 · Laminator & case 409.00 fully depreciated Total 1350 · Equipment 3,454.75 Total Fixed Assets 3,454.75 TOTAL ASSETS 2,969,927.33 LIABILITIES & EQUITY Liabilities Current Liabilities Accounts Payable 2100 · Accounts Payable 302,745.41 ACE and PSA Total Accounts Payable 302,745.41 Credit Cards 2000 · Visit Pensacola P-Card 8,245.61 Current month Pcards TDT 2002 · Regions Membership PCard 1,951.35 Current month Pcards Membership Total Credit Cards 10,196.96 Other Current Liabilities $1.5M advance from County, one partner prepayment FY22. Released all insider guide payments in Jan. to IS 2700 · Unearned Revenue 1,500,700.00 2999 · Salaries payable 29,271.22 FY20 accrual of PTO Sales tax owed for current month paid mid following 25500 · Sales Tax Payable 34.50 month Total Other Current Liabilities 1,530,005.72 Total Current Liabilities 1,842,948.09 Total Liabilities 1,842,948.09 Equity 32000 · Unrestricted Net Assets 1,119,773.41 FY14 to FY20 Net Income Net Income 7,205.83 Current month net income -loss Total Equity 1,126,979.24 TOTAL LIABILITIES & EQUITY 2,969,927.33 7 Page 2 UNIFIED PROFIT LOSS BUDGET PERFORMANCE ALL FUNDING SOURCES FORM D Remaining of % Remaining of NOTES Mar 21 Oct '20 - Mar 21 Annual Budget Budget Budget Ordinary Income/Expense Income As billed/allowed by County. Recognize Income as billed 378,395.15 1,782,579.94 5,997,307.00 4,214,727.06 70% (Showcase in not billed and paid 4000 · Tourism Development Tax-TDT back $100K for advance) 4050 · TDT Supplemental 0.00 0.00 0.00 0.00 #DIV/0! 4060 · CARES ACT 0.00 500,000.00 500,000.00 0.00 0% Paid by County Membership dues 10.01.20- 19% 4100 · Membership Dues 4,518.67 81,943.17 101,205.00 19,261.83 9.30.21 4150 · Advertising Income 0.00 #DIV/0! 4155 · Partner Co-Ops 50.00 50.00 (50.00) #DIV/0! Insider Guide advertising income 15% released from BS. Went to print 4150 · Advertising Income - Other 0.00 87,200.00 102,000.00 14,800.00 in Jan. Total 4150 · Advertising Income 50.00 87,250.00 102,000.00 14,750.00 14% 4170 · Payroll Protection Program Loan 0.00 203,237.00 (203,237.00) #DIV/0! PPP Loan 4300 · Consignment Sales 0.00 0.00 0.00 0.00 #DIV/0! 4400 · Gifts in Kind - Goods 0.00 0.00 164,000.00 164,000.00 100% 4500 · Grant Income 0.00 0.00 50,000.00 50,000.00 100% 4600 · Misc Income 8.02 119.21 600.00 480.79 80% HRT did not charge for annual 70% 4640 · Event Income 460.00 3,040.00 10,000.00 6,960.00 meeting this year Total Income 383,431.84 2,658,169.32 6,925,112.00 4,266,942.68 62% Gross Profit 383,431.84 2,658,169.32 6,925,112.00 4,266,942.68 62% Expense 1 · Direct Programming Downs St. Germain, monthly 73% Adara, Arrivalist, STR, VR Market 5090 · Marketing Research 24,073.33 130,729.23 482,502.00 351,772.77 Data 5100 · Advertising/Media 1,620.00 8,100.00 121,500.00 113,400.00 93% Giant Noise, Sprout, expired gift 61% 5110 · Public Relations 4,081.47 34,150.10 88,200.00 54,049.90 cards 5120 · Advertising Production 0.00 1,181.84 6,000.00 4,818.16 80% 5130 · Internet Site Production 24,155.10 117,075.54 230,219.00 113,143.46 49% Simpleview 5140 · Festivals & Events Granted 0.00 0.00 0.00 0.00 #DIV/0! 68% Sun Belt Conference Tournament 5141 · Festivals & Event Local Support 59,235.09 90,956.78 281,821.00 190,864.22 5142 · Festival & Event Mini Grants 0.00 0.00 30,000.00 30,000.00 100% 5150 · Consumer Promotions 0.00 0.00 37,000.00 37,000.00 100% 5160 · Sales Promotions 0.00 3,097.39 48,900.00 45,802.61 94% 5170 · Brochures and Collateral 71,345.10 94,880.48 130,320.00 35,439.52 27% 5180 · Film Promotions 0.00 0.00 500.00 500.00 100% 5190 · Showcase 0.00 #DIV/0! 5195 · Showcase CARES 0.00 500,000.00 500,000.00 0.00 0% paid by County 5190 · Showcase - Other 190,156.14 649,124.47 1,650,080.00 1,000,955.53 61% invoices are current Total 5190 · Showcase 190,156.14 1,149,124.47 2,150,080.00 1,000,955.53 47% 5210 · Regional Partnership 0.00 14,275.00 25,000.00 10,725.00 43% NWFL Coalition dues 5215 · Tourism Development Projects 0.00 0.00 0.00 0.00 #DIV/0! 5220 · Registration 1,050.00 2,922.24 37,465.00 34,542.76 92% 5230 · Dues and Subscriptions 4,594.70 10,851.96 38,662.00 27,810.04 72% 5400 · Business Travel & Entertainment 0.00 #DIV/0! 5400-1 · Disallowed Travel Expense 51.77 132.27 3,794.00 3,661.73 97% 5400-2 · Travel Advance 0.00 0.00 0.00 0.00 #DIV/0! 5400 · Business Travel & Entertainment - 84.56 1,124.22 56,826.00 55,701.78 98% Total 5400 · Business Travel & Entertainmen 136.33 1,256.49 60,620.00 59,363.51 98% 5540 · Grant Expense 0.00 0.00 50,000.00 50,000.00 100% 5500 · Visitor Awareness Education 909.26 9,525.91 76,550.00 67,024.09 88% 7000 · PSA Sporting Events 28,808.59 72,027.53 299,565.00 227,537.47 76% as submitted by PSA. 7400 · ACE - DP 200,000.00 200,000.00 944,576.00 744,576.00 79% 1st installment Total 1 · Direct Programming 610,165.11 1,940,154.96 5,139,480.00 3,199,325.04 62% 2 · Operating Costs 5520 · Committee Expenses 0.00 156.64 8,048.00 7,891.36 98% 5450 · Auto/ Local Travel 230.48 1,553.52 10,000.00 8,446.48 84% Received Mitigation claim of $60K 37% 5600 · Building Maintenance & Repair -41,577.35 49,683.03 78,357.00 28,673.97 form Insurance Co. 5610 · Computer&IT Maintenance&Repair 2,405.18 12,171.88 30,347.00 18,175.12 60% 5630 · Insurance Building & Content 1,603.88 9,691.62 19,600.00 9,908.38 51% 5640 · D & O and Liability Insurance 985.99 3,245.79 6,000.00 2,754.21 46% 5650 · Audit 0.00 14,000.00 14,000.00 0.00 0% 5660 · Legal Services 340.00 3,990.00 16,500.00 12,510.00 76% 5670 · CPA/ Financial Services 437.50 1,952.50 3,520.00 1,567.50 45% 5690 · Depreciation Expense 0.00 0.00 100.00 100.00 100% 5700 · Postage 1,731.53 6,106.38 40,135.00 34,028.62 85% 5710 · Supplies Coffee/Sodas 469.26 2,499.43 8,200.00 5,700.57 70% 8 5720 · Office Supplies 815.94 2,016.37 13,740.00 11,723.63 85% Page 5 UNIFIED PROFIT LOSS BUDGET PERFORMANCE ALL FUNDING SOURCES FORM D Remaining of % Remaining of NOTES Mar 21 Oct '20 - Mar 21 Annual Budget Budget Budget 5730 · Storage and Delivery 1,631.88 4,804.28 14,834.00 10,029.72 68% 5750 · Rent 0.00 0.00 10.00 10.00 100% 5760 · Telephone Service 613.90 4,705.32 7,200.00 2,494.68 35% 5770 · Utilities 3,528.06 18,206.36 33,362.00 15,155.64 45% 5780 · Copier 779.31 4,734.52 9,004.00 4,269.48 47% 5790 · Capital Expenditures 0.00 0.00 23,000.00 23,000.00 100% 5900 · Miscellaneous Expenses 0.00 61.73 600.00 538.27 90% 5920 · Bad Debt Expense 0.00 0.00 1,500.00 1,500.00 100% 6000 · Consignment Sales Expenses 0.00 599.16 0.00 -599.16 #DIV/0! 6001 · Bank Service Charge 50.00 800.00 660.00 -140.00 -21% LOC renewal not budgeted 6010 · Credit Card Processing Fee 141.68 1,497.85 4,464.00 2,966.15 66% 6500 · Taxes 34.50 198.75 2,014.00 1,815.25 90% 6940 · In Kind Expense 0.00 0.00 164,000.00 164,000.00 100% 7001 · PSA Operations 3,908.05 34,987.06 49,928.00 14,940.94 30% Total 2 · Operating Costs -21,870.21 177,662.19 559,123.00 381,460.81 68% 3 · Personnel Costs 5800 · Salaries 47,828.35 324,226.86 761,076.00 436,849.14 57% 5810 · Commissions 1,025.00 16,418.70 21,000.00 4,581.30 22% 5830 · Auto 461.54 2,802.21 6,000.00 3,197.79 53% 5840 · 401K Contribution Match 1,181.31 9,884.04 43,254.00 33,369.96 77% 5850 · Employee Insurance 990.53 26,145.37 97,740.00 71,594.63 73% 5870 · Drug Testing 0.00 0.00 600.00 600.00 100% 5880 · Payroll Expense 4,788.40 35,433.78 86,532.00 51,098.22 59% 5890 · Staff Education 0.00 1,951.69 5,049.00 3,097.31 61% 7002 · PSA Personnel 20,387.54 116,283.69 205,258.00 88,974.31 43% Total 3 · Personnel Costs 76,662.67 533,146.34 1,226,509.00 693,362.66 57% Total Expense 664,957.57 2,650,963.49 6,925,112.00 4,274,148.51 Net Ordinary Income -281,525.73 7,205.83 0.00

MTD loss due to printing of Insider Guides and Sun Belt expenes. YTD net income due to CARES ACT and PPP loan Net Income -281,525.73 7,205.83 0.00

9 Page 6 10 11 12 13 14 15 16 17 ORGANIZATION 15 Systems 20 Systems Digital Boardwalk TOTAL $1552 $1698.35 MONTHLY 1457 North 9th Avenue PNS $1360.50 Pensacola,FL 32503 PK $159.50 456-2225 NOF Technologies TOTAL- $1659.15 TOTAL $1934.15 25 West Avery Street PNS - $1484.25 PNS $1759.25 PK Pensacola, FL 32501 PK $174.90 $174.90 434-8600

BUSINESS TOTAL TOTAL $2024.00 INFORMATION PNS & PK $1579.00 Onboarding $3125.00 SOLUTIONS onboarding $2750.00 21530 Professional Dr Robertsdale, AL 36567 251-405-2527 HIXARDT TOTAL $2323.65 TECHNOLOGIES cost for Cloud Managed Services 282 North Palafox St (server, 365, adobe, quickbooks, Pensacola, FL 32502 storage and backup) 439-3282 DATA REVOLUTION TOTAL $1972.00 Did not ask for quote 3702 North Pace Blvd (PNS $ 1591,PK, $381) for 20 systems Pensacola, FL 32505 (Installation fee - 972-9972 $2960.00)

18 108 TDT

108. 312101 Tourist Development Tax Current Month Collections are Due by the 20th of the following Month

% change from % change % change % change % change % change % change % change FY2021 PY FY2020 from PY FY2019 from PY FY2018 from PY FY2017 from PY FY2016 from PY FY2015 from PY FY2014 from PY FY2013 October 1,074,785 19.2% 901,449 7.0% 842,165 ‐0.8% 849,258 10.3% 769,628 6.8% 720,807 22.8% 586,748 13.0% 519,238 ‐2.0% 529,945 November 941,614 10.4% 852,961 ‐7.2% 918,829 34.3% 684,041 ‐4.6% 716,814 15.4% 621,262 12.9% 550,495 23.2% 446,848 2.8% 434,602 December 603,952 14.2% 528,851 ‐7.1% 569,115 11.5% 510,272 5.5% 483,598 17.3% 412,116 9.4% 376,628 20.5% 312,589 ‐8.0% 339,891 January 545,570 9.3% 499,165 9.6% 455,476 4.7% 434,853 11.6% 389,817 2.1% 381,770 12.8% 338,323 9.3% 309,569 12.1% 276,101 February 515,276 5.6% 487,937 4.8% 465,379 7.2% 434,062 8.8% 399,002 5.9% 376,703 14.2% 329,898 6.2% 310,680 13.0% 275,004 March 561,963 ‐5.4% 593,800 5.8% 561,194 6.7% 525,764 6.7% 492,880 0.9% 488,630 18.5% 412,394 8.3% 380,947 0.9% 377,409 April 169,648 ‐65.9% 497,729 ‐53.6% 1,072,993 8.9% 984,966 19.3% 825,523 ‐1.1% 834,421 16.5% 716,170 5.0% 681,979 ‐0.3% 683,902 May ‐ ‐100.0% 353,670 ‐65.2% 1,016,804 12.0% 907,513 ‐6.9% 974,564 32.2% 737,122 ‐3.3% 762,085 13.1% 673,868 10.1% 612,180 June ‐100.0% 712,562 ‐44.2% 1,276,670 15.7% 1,103,769 ‐0.6% 1,110,168 4.4% 1,063,478 5.5% 1,007,848 11.1% 907,174 13.3% 800,954 July ‐100.0% 1,588,804 ‐17.1% 1,917,159 12.8% 1,700,024 14.4% 1,486,548 0.6% 1,477,019 5.0% 1,406,057 7.5% 1,308,429 4.1% 1,256,762 August ‐100.0% 1,836,978 ‐9.5% 2,029,344 ‐4.2% 2,118,639 6.8% 1,983,087 3.0% 1,925,071 12.3% 1,714,027 9.8% 1,560,439 10.9% 1,406,612 Sept ‐100.0% 905,051 ‐25.1% 1,208,019 9.0% 1,107,920 14.6% 966,494 5.3% 917,515 ‐4.3% 958,951 ‐2.5% 983,955 21.8% 808,134 4,412,808 ‐46.9% 9,758,958 ‐20.9% 12,333,148 8.6% 11,361,080 7.2% 10,598,123 6.5% 9,955,914 8.7% 9,159,624 9.1% 8,395,715 7.6% 7,801,497 ‐ ‐ ‐ ‐ ‐ ‐ ‐ 1 ‐ 3 Cents 3,309,606 7,319,219 9,249,861 8,520,810 7,948,592 7,466,936 6,869,718 6,296,786 5,851,123 4th Cent 1,103,202 2,439,740 3,083,287 2,840,270 2,649,531 2,488,979 2,289,906 2,098,929 1,950,374 5th Cent ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ 4,412,808 9,758,958 12,333,148 11,361,080 10,598,123 9,955,914 9,159,624 8,395,715 7,801,497 ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ ‐ YTD 4,412,808 101% 4,361,893

Enabling Legislation Ordinance #80‐16 (referendum election on 11‐4‐1980) Ordinance #89‐7 Ordinance #92‐30 Ordinance #94‐10 Ordinance #2000‐22 Ordinance #2003‐11 Ordinance #2013‐40

Florida Statutes 125.0104 (3) ( c): Florida Statutes 125.0104 (3) (d): Florida Statutes 125.0104 (3) (1):

H:\CLERK\FUND FOLDERS\21 FUND FOLDERS\ANALYSIS ‐ 2021\2021 Tax Trend Analysis 19 4/20/2021 Four Percent Tourist Development Tax Collection Data Reported In Fiscal Year Format Escambia County, Florida As of March 31, 2021

Fiscal Year Fiscal Year Zip Code 2021 2020 Difference % Change YTD Collected YTD Collected 32501 225,214 196,883 28,331 14.4% 32502 115,737 216,112 (100,375) ‐46.4% 32503 72,527 51,253 21,274 41.5% 32504 797,355 606,302 191,052 31.5% 32505 256,884 135,742 121,143 89.2% 32506 126,355 92,579 33,777 36.5% 32507 392,952 524,472 (131,520) ‐25.1% 32514 390,533 266,748 123,785 46.4% 32526 312,167 153,683 158,484 103.1% 32534 116,111 68,499 47,612 69.5% 32535 1,143 1,176 (34) ‐2.9% 32561 1,405,130 1,548,564 (143,434) ‐9.3% 32577 ‐ 85 (85) ‐100.0% Total $ 4,212,107.60 $ 3,862,097.06 $ 350,010.54 9.1%

Zip Code by Area 32501 Downtown Area 32502 Other Downtown Area 32503 Cordova Mall & South Area 32504 Davis & Scenic Highway South of I‐10 Including Airport Area 32505 South of Michigan Av, East of Mobile Hwy, & West of Pace Blvd 32506 Lillian Hwy & Highway 98 Area 32507 Bayou Chico to Perdido Key South of Sorrento Area 32514 Palafox & Scenic Hwy North of I‐10 Area 32526 Mobile Hwy North of Michigan Avenue Area 32534 I‐10 & Pensacola Blvd North Area 32535 Century Area 32561 Pensacola Beach Area 32577 Molino Area

VISIT PENSACOLA BOARD MEETING April 28, 2021

Grant Information

Visit Pensacola Grant Updates Key Changes:

The following changes are being made within the application and guidelines to enhance the quality of the Visit Pensacola Event Grant program and the return on investment of TDT dollars:

• one (1) call for grant application per fiscal year. Historically, there has been two (2) calls for grant applications. • Mini grants will continue through the year and be scored internally by VP staff. • Committee is proposing $25K cap for grant applicants. • Committee is proposing a three-year eligibility for event grants. Any previously funded grants will be grandfathered in to receive the previous five years funding. (They are not starting over this is as they currently stand). • Visit Pensacola grant amount awarded cannot exceed 50% of the Grant Applicants total event expense budget. • Grant applicants are required to attend a grant workshop. Four workshops will be provided (in person and zoom options will be available). • Visit Pensacola grants may be spent as follows: 75% marketing, 25% operational (this includes artists fees, lodging, venues, etc..). • Visit Pensacola will provide a marketing and budget plan templates at the grant workshops. Both plans are required to be submitted and must be detailed for scoring. • Visit Pensacola is adding an estimated room nights chart to the application for applicants to provide details on how many rooms their events are forecasted to produce.

Scoresheet Changes:

• Room nights secured will have more weight and additional points since driving overnight stays is a part of Visit Pensacola’s mission • Past research will now be provided by Downs & St. Germain o Length of stay is being changed to days and not hours: . 1 day: 1 point . 2 days: 5 points . 3+ days: 10 points • The committee recommends removing “provides full sponsorship package”, “Non- Promotional expenses as part of total expense”, “Did you attend the grant workshop held by Visit Pensacola” – and reworking the scoresheet to focus more of an emphasis on room nights, new events/experiences, and length of events.

Upcoming Dates: Event Dates: Oct. 1, 2021 – Sept. 30, 2022 Workshops: May 1, 2021 – June 1, 2021 Deadline to submit June 8, 2021 at NOON Committee Review/Scoring: June 15/16, 2021, 3-5 p.m. Board Approval at June meeting

TOURISM EVENT / PROGRAM GRANT APPLICATION 4-21-2021

FORM A - APPLICATION INFORMATION

(Only one grant may be applied per entity per cycle)

Name of Organization (must match W9): ______

Contact:______Title:______

Mailing Address:______

Email Address (Program Manager or Contact): ______

Telephone: ______

Tax ID Number:______

Organization (If other, please indicate):

____ Non-profit, incorporated (If checked, this application must include IRS certification letter or State of Florida certification. Must include even if you have applied previously)

____ Commercial (for profit)

_____ Other (please describe)

Please provide to the committee your experience with running events? ______

GRANT AMOUNT REQUESTED ($25K Max): ______

*Visit Pensacola Grant Event Workshop Attendance is Required

**Please provide a fully completed application. Failure to submit all items will result in an incomplete submission, and your application will be rejected. Please email Nicole Stacey ([email protected]) with questions regarding the Visit Pensacola Event Grant Application and submission requirements. FORM B – EVENT INFORMATION

Event Title:______

Event Time(s): ______

Event Location(s): ______

Brief description of the event: ______

Please provide specific details on how Tourism Tax Dollars will be spent: ______

Will this event take place with or without TDT dollars? Yes ______No ______

Is this a new or repeat event? New: ____ Repeat: ____ If Repeat, how many years? ______

If repeat, is this event format like previous years or different?______

If repeat, please provide an event summary from previous years and/or an economic impact report: ______

If new, do you foresee it becoming a re-occurring event? Yes ______No ______

*Visit Pensacola Grant Event Workshop Attendance is Required

Estimated Room Nights: please add all overnight stays applicable.

Dates: Day 1 Day 2 Day 3 Day 4 Day 5 Day 6

Attendee Rooms

Vendor Rooms

Organizer Rooms

Artist Rooms

Other:

Total Estimated Room Nights: ______

Has Lodging Been Secured? Yes ______No ______

Lodging secured based on a projected number of event attendance (proof of the agreement and/or communication with lodging partner must be included) >1,000 guests, 6+ properties; 501-1,000 guests, 4- 5 properties; 1-500 guests, 2-3 properties.

If Yes, please provide the following information: Lodging Provider Contact Room Rate/Offer for Visitors

With what tourism related businesses or organization(s) will you coordinate and conduct the cooperative marketing efforts that will be supported by the grant award? List partners and briefly describe these collaborative efforts. (Use additional sheet if necessary) ______FORM C – Event Budget

Please provide a detailed budget summary AND provide a detailed budget including revenue sources for the event. Details must include marketing placements, schedules, and all relevant media buy information. Should media buys/spend change, Visit Pensacola staff will need to be notified and approve the change in spending. 75% of all Visit Pensacola Grant Funds (TDT dollars) must be used to market the event. 25% of Visit Pensacola Grant Funds (TDT dollars) may be used for operational expenses. (Please use the examples provided at Grant Finance Workshop and see the definitions page for more information on marketing expenses vs. operational expenses).

If you have received previous funds from Visit Pensacola, please provide how TDT dollars were spent?

YEAR: YEAR:

Marketing: $

Operation: $

*Visit Pensacola Grant Event Workshop Attendance is Required

Amount Requested: $______

Have you received TDT dollars from Escambia County (via BOCC, ACE, PSA, or Visit Pensacola) in the past? ____ Yes _____ No

If yes, please complete the following: Year Event Amount

The purpose of this event grant program is to encourage and support mulit day reoccurring events. What is the path for this event to be financially viable and generate income to offset expenses without future event grant support? ______

Does your organization’s event proposed for TDT funding fulfill a special need within the tourism industry and/or enhance the overall local tourism product by increasing the number and quality of tourist activities? If so, in what way? How will this event benefit tourism in Escambia County? (Use additional sheet if necessary and refer back TDT Statue for definition) ______

*Visit Pensacola Grant Event Workshop Attendance is Required

Please provide a marketing plan for the event. (Please use the template provided at the Visit Pensacola Grant Event Workshop). The Marketing Plan should list all media buys, social, PR, and market reach, which will draw attendance from outside of Escambia County. Marketing Plans need to include vendors, media buys, schedules, placements, and costs and will need to match the detailed budget that is included. (Marketing plan is required for score).

How Will You Measure the Success of Your Event? What goals have you established? (Use additional sheets if necessary. Examples may include the following.)

Attendance/Spectators: Ticket Sales: Participants: Vendors/Exhibitors: Sponsorship Support: Media Coverage: Website Visits: Social Media Engagement:

Did you include:

Detailed Marketing plan provided Detailed program budget provided Complete event details Signed Certification and Compliance page Lodging provider within Escambia County Liability insurance coverage W-9

**Application may not be larger than ten pages.

**Please provide a fully completed application. A complete application requires the above seven items to be included in your submission. Failure to submit all items will result in an incomplete submission, and your application will be rejected. Please email Nicole Stacey ([email protected]) with questions regarding the Visit Pensacola Event Grant Application and submission requirements.

APPLICANT COMPLIANCE PAGE:

I hereby certify that the information contained in this application is true and correct to the best of my knowledge and that I have read and understand the Policies and Procedures of the Visit Pensacola Event Grants Program and will abide by all legal, financial, and reporting requirements as a condition of receiving grant funds from Visit Pensacola. Signatures must be original in blue ink.

Name: ______

Organization: ______

(Signature): ______(Date) ______

Please return the original application via email to Nicole Stacey at [email protected] or drop it off at the physical office:

Visit Pensacola Attention: Event Grant Program 1401 E. Gregory St. Pensacola, FL 32502

*Visit Pensacola Grant Event Workshop Attendance is Required

31 CATEGORY MAX POINTS (100) POINTS TOURISM DEVELOPMENT MAX POINTS (55) 0 Has a lodging partner been secured? Yes (5) No (0) Expected Room Nights 250+ (3) 500+ (5) 1000+ (10) Jan (12); Feb (10); Mar (8); Apr (5): May (5); Jun (0); Jul (0); Aug (0); Time of year for the event Sep (5); Oct (5); Nov (8); Dec (12) Marketing/Media Plan targets visitors in cities/DMA's targeted by Yes (all markets included)-10; No-0; Partial (more than 3, but less Visit Pensacola using cities provided in exhibit B? than 1/2) -5 Is the event unique to the county's offerings? Yes (5); No (0); Partial (2.5) Past Reseach (Data is equal or greater to average) (13) . If no Length of Stay - Avg. 2.1 (2); Visitor Spending - Avg. $295 (1); % past research or if a new event, please include how your event staying in paid lodging - Avg. 18.9%(3); Out of Area visitor - Avg. 28 marketing will help meet or exceed averages provided in the (2); Event was main reason for visiting - Avg. 60% (3); Awareness of scoring. New Events with demonstrated tourism draw may event before visiting - Avg. 74%(2) receive up to (10) points. PROGRAM INFORMATION MAX POINTS (25) 0 Ticketed Event Yes (5); No (0); Partial (2.5) Does the event have a tourism focus? Yes (5); No (0) Length of the Event (days open/programming scheduled) 1 Day (1); 2 Days (10); 3+ Days (15) FINANCIAL INFORMATION MAX POINTS (15) 0 TDT Revenue as part of total revenue for event 0-10% (10); 11-20% (8); 21-30% (6); 31-40% (4); 41-50% (2) Non Profit (Must have proof included from either IRS or State of Yes (5); No (0) Florida) MISC CONSIDERATIONS MAX POINTS (5) 0 In-kind support from the community and demonstrates cooperation with other tourism entities to create a longer stay in Yes (5); No (0); Partial (2.5) the destination TOTAL POINTS 0 EVENT NAME: ______Committee Member Name: ______

AMOUNT REQUESTED: ______

VISIT PENSACOLA EVENT GRANT PROGRAM GUIDELINES

4-21-2021

Visit Pensacola Event Grant Program A. INTRODUCTION The Escambia County Tourist Development Council (TDC) was created pursuant to the State of Florida Local Option Tourist Development Act and Escambia County Ordinance Chapter 90, Article II. Section 90-31 – 90-64. The TDC guides the Escambia County Board of County Commissioners in the administering of funds collected from a local option tourist development tax (commonly known as the "bed tax" or TDT) on occupied transient lodging sales, i.e., hotels/motels, campgrounds, and condominiums. The funds are designated to promote Escambia County as a preferred visitor destination with an emphasis on the shoulder season of late August through May. Visit Pensacola allocates funds from its annual budget to a grant program for local groups and organizations that coordinate events with a demonstrated history of visitor impact or the significant potential to draw visitors to the area. These grant dollars are to be used on the marketing of events creating awareness, and bringing visitors from outside of Escambia County.

Applications are evaluated against established criteria and historic precedent. The number and extent of these grants will be dependent upon the availability of designated funds and specific allocations. Ideally, the funds allocated by Visit Pensacola will eventually be returned through an increase in transient lodging sales and the tourist development tax generated from those sales and increased spending in the community that positively affects local sales tax revenues. The maximum grant request is $25K.

B. DEFINITIONS An "Event" shall be defined as an organized concert, exhibition, festival, experience, fair, conference or celebration which is conducted according to a prearranged schedule and in which public interest and demand are manifested. For the purpose of this grant program, the public should extend beyond Escambia County to those living outside Escambia County who would consider visiting the destination and staying overnight to observe or participate.

C. STATEMENT OF POLICIES 1) TDT funds expended for the event/experience need to meet the allowable uses as defined by the governing state statute. (Tourism grant funds that are expended for an activity, service, venue, or event, the activity, service, venue, or event shall have as one of its main purposes the attraction of tourists as evidenced by the marketing of the activity, service, venue, or event to tourists. For more information see Florida State Statutes 125.0104 section 5(A)2.) 2) Grant funds are intended to supplement the sponsoring organization's budget and not be the sole source of funding. Higher consideration will be provided to applicants who have a lower percentage of TDT dollars as part of the total revenue. 3) Grant applications will be on a semiannual basis; however, the time between the award and the event/product start date cannot be under 90 days to maximize advertising to potential visitors to the county. Grant requests are not guaranteed from year to year. 4) Paid lodging secured or promoted for the event/experience must be located within Escambia County.

5) Funding shall be provided as reimbursement for approved actual expenditures upon completion of the event/experience. Proof of payment must be provided. Proof of payment may be submitted in the form of a "paid" vendor credit card receipt or a cleared check. If a check is used, a copy of both the front and back of cleared check must be provided. Written confirmation from a vendor that expenditure has been paid in full is necessary. A detailed listing of what is needed for reimbursement is attached to Exhibit A. 6) To be eligible for final payment, a completed Post-Program Report must be submitted within 45 days of the program end. The report must include tracking statistics regarding out-of- town visitors and their overall impact on the local economy, particularly on transient lodging facilities and occupancy. Failure to submit a complete Post-Event Report will result in disqualification for support and could place future eligibility in question. If the event occurs near the end of the fiscal year, the request for reimbursement must be received by September 30. 7) Any funds granted will be subject to audit including Escambia County budget office and the Clerk of the Court office. 8) To qualify for reimbursement, proof of liability insurance must be provided by the host organization in the amount of $1 million with Visit Pensacola Inc. as a named insured. 9) Visit Pensacola may choose to lend assistance or administer grant funds approved in the form of advertising, public relations, marketing or research programs through its respective agency of record on behalf of the applicant. 10) Recognition of Visit Pensacola must be included where appropriate on all marketing material and the organization's Web site referred to in public relations activities. A camera-ready logo will be provided. All marketing materials with the Visit Pensacola logo must be presented with the Post Event Report. Failure to include the logo can be cause for disallowing reimbursement of that portion of the grant. a. Funding is intended to support 75% of marketing and 25% of operations. Allowable expenses (direct customer acquisition costs) shall include the following: marketing, and programming expenses, paid advertising with the potential to drive overnight visitation, media buys, production and travel expenses including lodging. Specific examples of marketing include broadcast (radio/television),digital (web-based), social media, print (newspaper/magazine), email and printing. 11) Funding is not intended to support administrative costs or non-public events. Unallowable expenses: general and administrative expenses including salaries or supplements to salaries, building, renovating and/or remodeling expenses, prize money, scholarships, awards, permanent equipment purchases, debts incurred prior to grant requests, programs which solicit advertising or sponsorships, hospitality or social functions and advertising that only reaches within of Escambia County and its residents. 12) Applicants should be aware that Visit Pensacola via its research company will survey lodging partners and event attendees to obtain visitation data. 13) Entities receiving TDT funds from other entities (ACE, Pensacola Sports, Escambia County) are not eligible to receive a grant through Visit Pensacola.

D. FUNDING ELIGIBILITY The intent of the Grant Program is to provide funding assistance for events/experiences that attract overnight visitors to Escambia County impacting the commercial lodging industry, hotels/motels, campgrounds, condominiums as well as restaurants, retail establishments, and other businesses. To be considered for funding, the following criteria have been established: 1. Events/Experiences must take place in Escambia County 2. The event/experience must have the potential to bring or have a documented history of bringing out-of-town visitors. 3. Tourism must be the primary focus of all funded events/performances/programs/experiences 4. All events/performances/programs/experiences must be open and accessible to the general public. 5. Each application must include a signed Certification and Compliance page and a current W9. 6. Applicant must provide a detailed marketing plan and detailed budget. Templates provided at the mandatory Event Grant Workshop. 7. Applicant must demonstrate enough available funds for planning and implementing the event/performance/program/experience. • This is a reimbursement grant. Therefore, funds for awarded grants are only paid following the submission of paid invoices documenting eligible expenses and submission of the interim or final report. • Applicant must provide a detailed program budget using the template provided. 75% or more of funds must be used for marketing and 25% may be used for operations. Failure to comply will not be eligible. • Visit Pensacola Grant Funds cannot exceed 50% of the total Grant Applicants event expense budget. Failure to comply will not be eligible. 8. Applicant must show proof of application or necessary permits required at the time of application. 9. The program must use commercial lodging establishments within Escambia County. 10. Applicant must be an established organization qualified to do business in Florida. Organizations that are not Florida corporations/organizations/entities must qualify with the Florida Department of State to do business in Florida. 11. Must provide liability insurance coverage with Visit Pensacola as a named insured.

E. VISITOR TRACKING To assess each event's impact on the Pensacola-Escambia County transient lodging industry, Visit Pensacola wants to emphasize the importance of tracking the number of overnight visitors attending the event/experience. We will work directly with our research company to intercept visitors at each event to ascertain various data, including party size, length of stay, the reason for visit, awareness of the event, spending and other data. Please provide the best contact for scheduling of intercepts.

In addition, it is suggested that you implement the following to help track visitors to your event:

 Room Block & Pick-Up Reports from Lodging Properties: Utilize Visit Pensacola's website to get recommendations on lodging properties (hotel/motel, condo, and campground) in Escambia County. Determine the appropriate properties to partner with to set up rate codes for your event. By promoting those properties in your marketing, you will help drive overnight business to the destination, thus generating more spending in the community.  Visitor Tracking Information: Specific data can be tracked to be used for future marketing (zip code, email address, street address, social media address). You can gather this at the program, during a purchase process or through other technology applications.

F. SELF-EVALUATION OF APPLICATION • Does the event meet all of the above-listed Qualifying Criteria and Allowable Use of Funding (failure to meet these criteria may result in disqualification of the application) • Expected total attendance and percent of total attendance attributed to out of county visitors • Does the applicant have a methodology to track and compile visitor participation • Projected number of overnight stays and period of lodging occupancy • Experience and qualifications of management and partners coordinating the event • Is the event unique to the area • Is this event during a non-peak tourism period or for events with period-appropriate dates • Will the event generate an enhanced tourism experience and does it provide a significant draw for tourists • Does the applicant have a completed marketing plan and detailed budget • Did the applicant attend a mandatory Visit Pensacola workshop

Applications will be scored with a maximum score of one hundred (100) points per applicant.

Total Point Scale 100 – 90 points- could receive up to 100% of requested funds 89 – 80 points- could receive up to 80% of requested funds 79 – 70 points- could receive up to 60% of requested funds 69 – 60 points- could receive up to 40% of requested funds 59 – 50 points- could receive up to 20% of requested funds 49 – 40 points- could receive up to 10% of requested funds

If you receive less than 40 points, you are not eligible for any requested funds.

G. CONCLUSION Applicants are asked not to contact members of the Visit Pensacola Grant Committee/Board of Directors. Staff may be called upon by any one of these groups or staff at any time during the review process. Please submit the attached application form to Nicole Stacey, Director of Marketing & Communications. [email protected]

H. CERTIFICATION AND COMPLIANCE STATEMENT

APPLICANT: I hereby certify that the information contained in this application is true and correct to the best of my knowledge and that I have read and understand the Policies and Procedures of the Visit Pensacola Event Grants Program and will abide by all legal, financial, and reporting requirements as a condition of receiving grant funds from Visit Pensacola. Signatures must be original in blue ink.

Name: ______

Organization: ______

(Signature): ______(Date)______

Please return the original application via email to Nicole Stacey at [email protected] or to our physical location at:

Visit Pensacola Attention: Event Grant Program 1401 E. Gregory St. Pensacola, FL 32502

*Visit Pensacola Grant Event Workshop Attendance is Required

VISIT PENSACOLA POST-PROGRAM REPORT (Must be turned in to receive final payment)

Event / Product Grant Information

Name of Event:

Contact/Title:

Address:

City: State: Zip:

Telephone #: ( ) Awarded Grant Amount: $

Email:

Make Check Payable To (Please Note – Organization must be the same as an organization that was awarded grant.) Tax I.D. or Social Security #: (This information is required)

To be reimbursed, please submit the following: 1) An invoice from your organization to Visit Pensacola for payment of awarded grant amount. 2) Valid invoice(s) for allowable expenses. 3) Copy of proof of payments such as cleared check record showing front and back of checks, or detailed credit card receipts. 4) Number of visitors calculated with backup documentation 5) Number of room nights tracked with backup documentation 6) Copies of marketing, advertising materials, and websites showing Visit Pensacola logo.

EXPENSES TO BE REIMBURSED Itemized expenses to be reimbursed by the Visit Pensacola Grant funds must be allowable and match submitted invoices. Use additional pages if necessary. 75% of VP Grants funding must be used for marketing. 25% may be used for operational. Visit Pensacola Grant funding cannot exceed 50% of the total event expense budget.

Expense Item Amount

NUMBER OF VISITORS Provide back up (letter/communication) from the lodging properties participating with your event. Unknown or untracked is not acceptable and request for reimbursement will not be processed.

MEDIA / MARKETING Provide a summary of all media exposure received (local, regional and national) as well as examples of marketing materials which included Visit Pensacola branding. Please add additional sheets if needed.

I certify that the above information is true and accurate to the best of my knowledge.

(Name) ______(Date) ______

"Exhibit A" Grant Reimbursement Guidelines For a complete list of guidelines, please see Florida State Statutes 125.0104 and 129.09

. Have ALL COMPLETED submission (in order) to Visit Pensacola by the 10th of the month. . The first submission will need a copy of the completed, signed grant. . Visit Pensacola Staff, and immediate family are not allowed for reimbursement under the grant guidelines. . Submissions are once a month. Have your completed submission at that time. Do not 'piecemeal' it together over the course of the month. . Have your submission in order, invoice to VPI cleared check to a vendor, vendor invoice, backup to invoice, contracts, pics of ads, receipts from vendors, etc. Everything must be legible and in alphabetical order, no front and back copies, single side only and in color if applicable. Any books, magazines created used for back up will need single side only color copies. Do not submit the original. . Provide a narrative or explanation of the event and each expense. . Must have detailed receipts of all requests asking for reimbursement. . Must have invoices, not just orders, but invoice, and run sheets if applicable. . If purchasing media/advertisement must have a copy of an ad showing Visit Pensacola seal as a sponsor. . Must have a copy of checks cleared from the bank. . If paid by a credit card, need credit card statement and a copy of cleared check paid to the credit card company. . Provide copies of completed and signed contracts, agreements and or applications you are asking for reimbursement for. . Cashier checks, wires, checks, credit cards check, vendor payments, etc. must all be accompanied with a receipt from the vendor and a vendor's invoice. . Event Insurance Declaration page showing Visit Pensacola, Inc. 1401 E. Gregory St. Pensacola, FL 32502 listed as additional insured. This can be obtained thru your homeowner's or renter's insurance policy and or EventHelper, WedSafe, WedSure, and other online event insurance companies. This must be provided to VPI prior to reimbursement. . Only highlight what you are asking reimbursement for (total without tips, alcohol). Make sure tax is not included for reimbursement for non-reimbursable. . Must follow current GSA (Government Standards Act) guidelines for meals ($61.00 per day) within Escambia County. Please see http://www.gsa.gov this rate changes yearly. Must have detailed receipts, with who the meal was for, and affiliations. . For lodging, must have detailed invoice (folio sheet) showing ALL fees per night including all taxes. Must have a list of names and affiliates for each room. Only rooms in Escambia County are allowed. . If room service charge, need to not only back out item ordered but also back out sales tax charged on the item (same for other disallowed like alcohol, or tips).

. MUST have the DETAILED receipt if asking for reimbursement on a room service charge. . CASH receipts are not reimbursable. MUST have a copy of the cleared check(s). If the expense is paid with CASH, then the company pays the person who paid the expense, with proper documentation. Then that canceled check with all the appropriate documentation is submitted. This is no matter the amount. . Previous disallowed requests must be resubmitted with correct backup. . Checks cannot be copied on top of an invoice. Each copy of the check and invoice must be separate. Everything must be legible. . REDACT (Blackout) ALL account numbers, signatures on checks, social security numbers, etc. In a public record request, the County will not do this. . Any costs related to agreements that are refundable are not reimbursable until after the event with proof of not being refunded. . Visit Pensacola reserves the right to request additional information.

Funding Restrictions: Awarded grant funds may not be provided or utilized for any of the following: . Cash receipts . Capital Improvements, including expenditures for the acquisition, construction or alteration of a facility, unless allowed by Florida Statutes, Chapter 125.0104, Paragraph 5 Authorized Uses of Revenue . Mortgage Payments . Payment of past deficits . Tips, gratuities, alcohol . Deposits that will be refunded . Prepays . Staff Salaries and Admin costs . Mileage . Purchases for resale . Donations/sponsorships, scholarships, plaques or awards . Purchase of equipment which has a useful life of one year or more and a unit cost of $100.00 or more . Activities and events which do not promote tourism in Escambia County . In-kind services are defined as goods or services provided for the festival, event or program for which you would normally have to pay. The value of the services should be based on what you would normally pay for the goods or services. Documentation of the value will be required from the contributing entity. Applicants are encouraged to list in- kind donations as a demonstration of additional community support. Volunteer time or hours not eligible as in-kind. . All expenses that are covered by other revenue . Activities and events intended only for the applicants' membership or local community . Food, lodging and personal transportation for traveling out-of-county . Rent paid to a sponsoring organization for hosting a special event

Please note that Visit Pensacola, Inc. is subject to Public Record Law. Thereby your submission, reimbursement and back up to/from Visit Pensacola would be subject to Public Records Requests.

"Exhibit B"

Key Origin Markets with a Visit Pensacola advertising presence 1) Atlanta, GA 2) Auburn, AL 3) Baton Rouge, LA 4) Biloxi, MS 5) Birmingham, AL 6) Chicago, IL 7) Columbus, GA 8) Dallas/Ft. Worth, TX 9) Gulfport, MS 10) Houston, TX 11) Jackson, MS 12) Jacksonville, FL 13) Lafayette, LA 14) Little Rock, AR 15) Macon, GA 16) Memphis, TN 17) Montgomery, AL 18) Nashville, TN 19) New Orleans, LA 20) Orlando, FL 21) Panama City, FL 22) St. Louis, MO 23) Tallahassee, FL 24) Tampa, FL 25) Washington, DC

"Exhibit C" Contract Reporting Requirements

Once the committee awards have been reviewed and approved by the Board of Directors of Visit Pensacola, all contracts will be issued by and returned to the Visit Pensacola office. Interim and Final Reports and all reimbursement requests are to be submitted to the Visit Pensacola office.

. A final report must be submitted with reimbursement requests within 45 days after the event or before the end of the fiscal year (September 30th), whichever occurs first. . Final Report must include a documented assessment of results measured against the applications projections for attendance, overnight stays and out of County visitors in attendance, and proof of marketing. . Any funded event of activity that fails to file reports required in the application will not be eligible for funding during the next funding period. Under no circumstances, will payment be made for an event with reports outstanding. . Recipients must notify Visit Pensacola in writing of any substantial changes (i.e., date, venue, event content, etc.) to their event/program/experience. . All information provided to Visit Pensacola will become a matter of public record.

Definitions

Brochures/Collateral: Brochures, websites, mass mailings or emails.

Budget Detail: Itemized breakdown of proposed program expenditures and income.

Contracted Services Revenue: Revenue derived from fees earned through the sale of services. Include sale of workshops, etc., to other community organizations, government contracts for specific services, performance or residency fees, etc.

Direct Talent Cost: The fee paid to hire talent.

Earned Media: Public Relations/Publicity costs associated with efforts to general editorial content/mentions other than paid placements in media outlets, i.e., news releases, event or program-specific newsletters, photography or videography for marketing purposes.

Eligible Non-Profit: Organizations recognized as having a non-profit status by the Florida Department of State Division of Corporations.

In-Kind Contributions: Donated goods and services for which a fair market value shall be calculated. Does not include volunteer/administrative personnel.

In-Kind Media: Media provided at no cost for television, radio, magazine, newspaper, billboard or digital platforms.

In-Kind Marketing: Marketing provided at no cost, including market research and advertising.

Multi-Day Event: Any event that lasts longer than one day and less than 32 days.

Operations: Costs that are not directly attributable to the talent, such as overhead expense that is used for the entire event or all talent. Including but not limited to labor, equipment, etc.

Out-Of-Market: Outside of Escambia County.

Paid Lodging: Any accommodations that are paid for including hotels, condominiums, etc.

Paid Media: Paid advertising placements in traditional publications such as newspapers, magazines or outdoor media; web-based placements on commercial sites; paid broadcast spots on television or radio; and/or event-specific direct mail (electronic or traditional). This may include the production and distribution of event-specific brochures or fliers.

Peak Periods: Memorial Day to Labor Day

Personnel: Payments for administrative, marketing, curatorial, technical employees including salaries, wages, fees and benefits to organization staff, identified explicitly with the funded program.

Printing: The production of banners, posters, books, newspapers or other printed material.

Public Relations: Production of positive reputation with the public through various unpaid or earned communications including, traditional media, newsletters, blogs, social media, and in-person engagements.

Sponsorship: Backing, support, patronage, funding or financing for the event/experience/program.

Ticket Sales: Revenue from the sale of admissions, ticket subscriptions and memberships for the program.

Total Operating Budget: Gross itemized summary of organizations probable or actual expenditures and income for a proposed current or completed fiscal year.

Travel: Costs directly related to travel of an individual or individuals identified explicitly with the program. Costs must be in accordance with Florida Statute 112.061.

Venue: The scene or setting such as a physical location where the event or activity takes place.

Visitor: Any guests traveling to and spending dollars in Escambia County.

VISIT PENSACOLA BOARD MEETING April 28, 2021

Research

Date Created: Apr 16, 2021 Visit Pensacola For the Month of March 2021

Table Of Contents 1 Trend Escambia Co + Zip 32561+ 2 Resp Escambia Co + Zip 32561+ 3 Trend Beach+ 4 Resp Beach+ 5 Trend Inland+ 6 Resp Inland+ 7 Multi-Segment Zip Codes 8 Multi-Segment Comp Set 9 Response Downtown+ 10 Response Airport+ 11 Response Pine Forest+ 12 Response Westside Perdido+ 13 Response PNS Beach+ 14 Response UWF+ 15 Help 16

Corporate North American Headquarters International Headquarters T : +1 (615) 824 8664 T : +44 (0)207 922 1930 [email protected] www.str.com [email protected] www.str.com

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49 Tab 2 - Trend Escambia Co + Zip 32561+ Currency: USD - US Dollar Visit Pensacola For the Month of March 2021 Monthly Percent Change Overall Percent Change

120 40.0 100 80 30.0 60 40 20.0 20 10.0 0 -20 0.0 -40 -60 -10.0 -80 -100 -20.0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Year To Date Running 12 Months

Occupancy ADR RevPAR Occupancy ADR RevPAR

Occupancy (%) 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 64.4 55.9 52.5 50.4 63.0 50.9 28.6 59.5 69.2 65.7 61.8 64.5 76.8 63.4 58.3 56.4 63.0 81.6 64.3 54.5 67.1 68.0 65.8 62.3 Last Year 77.5 60.6 52.0 53.1 61.6 77.7 72.6 76.3 84.0 81.9 71.3 67.5 64.4 55.9 52.5 50.4 63.0 50.9 58.3 64.3 54.5 64.7 68.0 65.8 Percent Change -17.0 -7.9 1.0 -5.1 2.3 -34.6 -60.6 -22.1 -17.5 -19.8 -13.4 -4.4 19.3 13.5 11.0 12.1 0.0 60.5 10.1 -15.2 23.2 5.1 -3.3 -5.3

ADR 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 104.70 92.20 87.85 85.86 93.51 97.22 71.18 110.26 139.18 139.42 114.59 109.21 106.65 94.20 89.07 88.71 90.95 116.96 99.58 92.29 101.17 116.92 117.82 108.83 Last Year 105.05 93.96 85.19 85.22 91.40 115.14 122.28 133.34 151.81 163.51 125.41 110.30 104.70 92.20 87.85 85.86 93.51 97.22 98.54 99.58 92.29 114.47 116.92 117.82 Percent Change -0.3 -1.9 3.1 0.8 2.3 -15.6 -41.8 -17.3 -8.3 -14.7 -8.6 -1.0 1.9 2.2 1.4 3.3 -2.7 20.3 1.0 -7.3 9.6 2.1 0.8 -7.6

RevPAR 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 67.40 51.50 46.15 43.24 58.95 49.46 20.39 65.59 96.37 91.66 70.78 70.39 81.89 59.70 51.96 50.07 57.32 95.47 64.00 50.29 67.92 79.52 77.48 67.76 Last Year 81.46 56.96 44.30 45.22 56.34 89.50 88.81 101.78 127.48 133.98 89.46 74.40 67.40 51.50 46.15 43.24 58.95 49.46 57.50 64.00 50.29 74.08 79.52 77.48 Percent Change -17.3 -9.6 4.2 -4.4 4.6 -44.7 -77.0 -35.6 -24.4 -31.6 -20.9 -5.4 21.5 15.9 12.6 15.8 -2.8 93.0 11.3 -21.4 35.0 7.3 -2.6 -12.5

Supply 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 247,473 239,490 247,473 247,473 225,764 249,953 240,090 237,460 235,590 243,443 249,953 241,890 223,262 218,400 225,680 229,524 205,828 227,881 699,703 723,190 663,233 2,834,044 2,894,350 2,779,001 Last Year 239,010 231,300 239,010 239,444 218,428 241,831 234,000 242,048 234,300 242,110 244,776 239,490 247,473 239,490 247,473 247,473 225,764 249,953 701,010 699,703 723,190 2,822,377 2,834,044 2,894,350 Percent Change 3.5 3.5 3.5 3.4 3.4 3.4 2.6 -1.9 0.6 0.6 2.1 1.0 -9.8 -8.8 -8.8 -7.3 -8.8 -8.8 -0.2 3.4 -8.3 0.4 2.1 -4.0

Demand 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 159,325 133,757 130,003 124,629 142,314 127,148 68,780 141,263 163,126 160,051 154,387 155,909 171,435 138,408 131,648 129,545 129,710 186,002 449,682 394,091 445,257 1,927,396 1,903,182 1,730,264 Last Year 185,351 140,215 124,299 127,070 134,637 187,975 169,955 184,758 196,758 198,389 174,605 161,541 159,325 133,757 130,003 124,629 142,314 127,148 409,034 449,682 394,091 1,826,485 1,927,396 1,903,182 Percent Change -14.0 -4.6 4.6 -1.9 5.7 -32.4 -59.5 -23.5 -17.1 -19.3 -11.6 -3.5 7.6 3.5 1.3 3.9 -8.9 46.3 9.9 -12.4 13.0 5.5 -1.3 -9.1

Revenue 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 16,680,577 12,332,668 11,420,625 10,700,956 13,308,170 12,361,829 4,895,708 15,575,551 22,703,649 22,314,878 17,690,571 17,026,360 18,283,261 13,037,843 11,725,696 11,492,420 11,797,523 21,755,285 44,777,979 36,370,955 45,045,228 225,358,599 224,242,340 188,298,745 Last Year 19,470,299 13,174,898 10,589,054 10,828,374 12,306,004 21,643,600 20,781,345 24,634,744 29,869,202 32,438,322 21,896,448 17,817,454 16,680,577 12,332,668 11,420,625 10,700,956 13,308,170 12,361,829 40,307,764 44,777,979 36,370,955 209,082,517 225,358,599 224,242,340 Percent Change -14.3 -6.4 7.9 -1.2 8.1 -42.9 -76.4 -36.8 -24.0 -31.2 -19.2 -4.4 9.6 5.7 2.7 7.4 -11.4 76.0 11.1 -18.8 23.8 7.8 -0.5 -16.0

Census % 2019 2020 2021 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Census Props 84 84 84 84 85 85 83 82 84 84 85 85 78 79 79 80 80 80 Census Rooms 7983 7983 7983 7983 8063 8063 8003 7660 7853 7853 8063 8063 7202 7280 7280 7404 7351 7351 % Rooms Participants 75.4 75.4 75.4 76.9 77.2 77.2 77.7 76.0 76.6 76.6 77.2 77.2 72.5 72.4 73.5 72.3 73.8 73.8

A blank row indicates insufficient data.

50 Tab 3 - Resp Escambia Co + Zip 32561+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 61915 Budget Inn Pensacola, FL 32501 26 10881 Closed - Seville Inn & Suites Pensacola, FL 32501 Mar 2010 Jun 1964 0 46072 Closed - Town & Country Motel Pensacola, FL 32501 Aug 2010 0 5395 Closed - Travel Inn Pensacola, FL 32501 Sep 2017 Aug 1952 0 10879 Days Inn Pensacola Historic Downtown Pensacola, FL 32501 Jun 1962 Jun 1962 98 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 55511 Courtyard Pensacola Downtown Pensacola, FL 32502 Jul 2007 Jul 2007 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 65524 Holiday Inn Express Pensacola Downtown Pensacola, FL 32502 Dec 2017 Dec 2017 106 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 43296 New World Inn Pensacola, FL 32502 May 2020 Jun 1983 15 Y 9748 Pensacola Grand Hotel Pensacola, FL 32502 Jul 2021 Jun 1984 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ○ ○ 34938 Residence Inn Pensacola Downtown Pensacola, FL 32502 Nov 2020 Aug 1998 78 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 7304 Sole Inn & Suites Pensacola, FL 32502 May 2020 Jun 1975 45 Y 60962 Lyon's Motel Pensacola, FL 32503 20 34329 Courtyard Pensacola Pensacola, FL 32504 Aug 1997 Aug 1997 90 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 35418 Extended Stay America Pensacola - University Mall Pensacola, FL 32504 Sep 1997 Sep 1997 101 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 24639 Fairfield Inn Pensacola I 10 Pensacola, FL 32504 May 1995 May 1995 62 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 53663 Hampton by Hilton Inn & Suites Pensacola I-10 North at UnPensacola, FL 32504 Jul 2005 Jul 2005 85 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 34435 Hampton by Hilton Inn Pensacola-Airport Cordova Mall Pensacola, FL 32504 Jan 1998 Jan 1998 126 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 60319 Hilton Garden Inn Pensacola Airport Medical Center Pensacola, FL 32504 Mar 2010 Mar 2010 137 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 48787 Homewood Suites by Hilton Pensacola Airport Cordova MaPensacola, FL 32504 Jan 2003 Jan 2003 107 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 62001 Hyatt Place Pensacola Airport Pensacola, FL 32504 Apr 2013 Apr 2013 127 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 5275 Mainstay Suites Pensacola Pensacola, FL 32504 Mar 2011 Jun 1985 64 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 8597 Pensacola Inn Pensacola, FL 32504 Aug 2015 Sep 1985 58 7664 Quality Inn & Suites Pensacola Bayview Pensacola, FL 32504 Dec 2010 Jun 1985 138 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 724 Quality Inn & Suites University Area Pensacola Pensacola, FL 32504 May 2017 Feb 1981 133 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 6641 Red Roof Inn Pensacola Pensacola, FL 32504 Oct 1982 Oct 1982 108 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 67904 Residence Inn Pensacola Airport/Medical Center Pensacola, FL 32504 Aug 2019 Aug 2019 86 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 62391 SpringHill Suites Pensacola Pensacola, FL 32504 Aug 2013 Aug 2013 106 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 8274 Super 6 Pensacola, FL 32504 Sep 2011 May 1983 80 11005 Sweet Dream Inn Pensacola, FL 32504 Nov 2020 May 1985 108 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57129 TownePlace Suites Pensacola Pensacola, FL 32504 Feb 2008 Feb 2008 97 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 7663 At Home Inn Pensacola, FL 32505 Dec 2012 Jun 1966 104 4060 Clarion Inn Pensacola Pensacola, FL 32505 Jun 2017 Nov 1983 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 725 Closed - Days Inn Pensacola Pensacola, FL 32505 Apr 2013 Apr 1960 0 54628 Closed - Econo Lodge Pensacola Pensacola, FL 32505 Jan 2010 May 2006 0 24030 Closed - Landmark Inn Pensacola, FL 32505 Sep 2004 Jun 1970 0 20115 Executive Inn Pensacola, FL 32505 Nov 1984 Nov 1984 36 18745 Key West Inn Pensacola Pensacola, FL 32505 Oct 2011 Jan 1986 118 52761 Luxury Suites Pensacola, FL 32505 Jun 2001 Jun 2001 50 6385 Motel 6 Pensacola West Pensacola, FL 32505 Oct 2005 Jun 1975 115 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 6967 OYO Hotel Pensacola I-10 & Hwy 29 Pensacola, FL 32505 Dec 2019 Jun 1972 121 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 36709 Pensacola Inn & Suites Pensacola, FL 32505 Jun 2019 Jun 1998 59 Y ● ● ● ● ● 46989 Pensacola Motor Lodge Pensacola, FL 32505 Apr 1932 Apr 1932 30 2987 Regency Inn Pensacola Pensacola, FL 32505 Feb 2019 Jun 1968 80 ● 46197 Relax Inn Pensacola, FL 32505 May 1958 May 1958 21 27564 Sweet Dream Inn Pensacola, FL 32505 Nov 2020 Jun 1988 60 30502 Closed - Hospitality Inn Pensacola, FL 32506 Mar 2017 Jun 1984 0 4853 Closed - Maria Motel Pensacola, FL 32506 May 2003 0 4061 Closed - Quality Inn NAS Corry Pensacola, FL 32506 Oct 2020 Sep 1985 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 59693 Holiday Inn Express & Suites Pensacola West Navy Base Pensacola, FL 32506 Aug 2009 Aug 2009 73 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 39981 Mayfair Motel Pensacola, FL 32506 Jun 1990 Jun 1990 40 52700 Mona Lisa Motel Pensacola, FL 32506 Jun 1966 Jun 1966 15 35060 Motel 6 Pensacola - N.A.S. Pensacola, FL 32506 Sep 2017 Jul 1997 41 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 5394 Super 8 Pensacola West Pensacola, FL 32506 Jun 2019 Jun 1972 50 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 20795 Western Inn Pensacola, FL 32506 Jun 2005 Jun 1965 67 52072 Ashton Inn & Suites Pensacola, FL 32507 Nov 2003 Nov 2003 103 25928 Closed - BEST WESTERN Perdido Key Beach Pensacola, FL 32507 Sep 2004 Jul 1986 0 38211 Red Roof Inn & Suites Pensacola Pensacola, FL 32507 Jun 2016 May 2001 70 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 39441 Suburban Extended Stay Hotel Naval Base Area PensacolaPensacola, FL 32507 Sep 1999 Sep 1999 129 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 49496 Budget Inn Pensacola, FL 32514 Jun 1969 Jun 1969 38 65398 Candlewood Suites Pensacola University Area Pensacola, FL 32514 Nov 2016 Nov 2016 95 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 48494 Civic Inn North Pensacola, FL 32514 Jun 1985 Jun 1985 29 10219 Closed - Days Inn Pensacola North Pensacola, FL 32514 Aug 2017 Apr 1985 0 22465 Closed - The Pensacola Lodge Pensacola, FL 32514 Sep 2007 Apr 1985 0 29832 Comfort Inn Pensacola University Area Pensacola, FL 32514 Nov 2003 Mar 1994 115 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 56920 Holiday Inn Pensacola University Area Pensacola, FL 32514 Mar 2008 Mar 2008 114 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 65902 Home2 Suites by Hilton Pensacola I -10 At North Davis HigPensacola, FL 32514 Sep 2017 Sep 2017 106 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 38034 Homestay Lodge Pensacola, FL 32514 Mar 1999 Mar 1999 120 51 5114 La Quinta Inn by Wyndham Pensacola Pensacola, FL 32514 Feb 1985 Feb 1985 130 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 3842 Queen Mary Inn Pensacola, FL 32514 Jul 2011 Jun 1985 143 Tab 3 - Resp Escambia Co + Zip 32561+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 55734 WoodSpring Suites Pensacola Northeast Pensacola, FL 32514 Sep 2016 Mar 2006 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57589 Country Inn & Suites Pensacola West Pensacola, FL 32526 Sep 2008 Sep 2008 63 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 16130 Days Inn by Wyndham Pensacola West Pensacola, FL 32526 May 2013 Oct 1995 93 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 68552 Fairfield Inn & Suites Pensacola West I-10 Pensacola, FL 32526 Sep 2019 Sep 2019 87 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 63307 Hampton by Hilton Inn & Suites Pensacola/I-10 Pine ForesPensacola, FL 32526 Dec 2014 Dec 2014 75 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 53960 Holiday Inn Express & Suites Pensacola W I 10 Pensacola, FL 32526 Jun 2006 Jun 2006 64 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 69107 Home2 Suites by Hilton Pensacola I-10 Pine Forest Road Pensacola, FL 32526 Feb 2020 Feb 2020 80 ○ ● ● ● ● ● ● ● ● ● ● ● ● ● 32611 Red Roof Inn Pensacola Fairgrounds Pensacola, FL 32526 Mar 2010 Feb 1996 75 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 36435 Super 8 Pensacola Pensacola, FL 32526 Jan 2019 May 1998 69 ○ ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 54636 Best Western Plus Blue Angel Inn Pensacola, FL 32534 Feb 2011 Mar 2007 56 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 70476 Courtyard Pensacola West Pensacola, FL 32534 Jan 2021 Jan 2021 124 ● ● 10880 Garden Inn & Suites Pensacola, FL 32534 May 2008 Jun 1973 96 41016 Quality Inn Pensacola West I-10 Pensacola, FL 32534 May 2013 Oct 2000 62 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57077 WoodSpring Suites Pensacola Northwest Pensacola, FL 32534 Oct 2016 Dec 2007 121 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 2988 Closed - Beachside Resort & Conf Center Pensacola Beach, FL 32561 Sep 2004 0 19856 Closed - Best Western Beachside Resort Gulf Breeze, FL 32561 Oct 2020 Jun 1991 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 29160 Closed - Clarion Suites Resort & Convention Ctr Pensacola Beach, FL 32561 Sep 2004 Jun 1993 0 40239 Closed - Five Flags Inn Pensacola, FL 32561 Sep 2004 Jun 1995 0 727 Closed - Holiday Inn Express Pensacola Beach Pensacola Beach, FL 32561 Oct 2004 Jan 1979 0 40241 Closed - Sandpiper Gulf Aire Inn Motel Pensacola, FL 32561 Sep 2004 Jun 1997 0 49309 Closed - Tiki House Pensacola Beach, FL 32561 Sep 2004 Jun 1989 0 10878 Gulf Coast Inn Gulf Breeze, FL 32561 Nov 1967 Nov 1967 33 62310 Hampton by Hilton Inn & Suites Pensacola/Gulf Breeze Gulf Breeze, FL 32561 May 2013 May 2013 90 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 31312 Hampton by Hilton Inn Pensacola Beach Pensacola Beach, FL 32561 Apr 2006 Jul 1995 189 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 44600 Hilton Pensacola Beach Pensacola Beach, FL 32561 Jul 2007 Mar 2003 275 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 74089 Holiday Inn Express & Suites Gulf Breeze Gulf Breeze, FL 32561 U/C 92 31104 Holiday Inn Express Pensacola Beach Gulf Breeze, FL 32561 May 2021 Jun 1989 0 Y ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ● ● ● ● 60897 Holiday Inn Resort Pensacola Beach Gulf Front Gulf Breeze, FL 32561 Feb 2011 Feb 2011 206 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 69730 Home2 Suites by Hilton Gulf Breeze Pensacola Area Gulf Breeze, FL 32561 Feb 2021 Feb 2021 109 ● ● 59695 Margaritaville Beach Hotel Pensacola Pensacola Beach, FL 32561 Jun 2021 Jun 2010 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ○ ● ● ● ● ○ ● ● 40240 Paradise Inn Hotel Gulf Breeze, FL 32561 May 2005 Jun 1997 35 Y 59437 Portofino Island Resort & Spa Gulf Breeze, FL 32561 Jun 2003 Jun 2003 300 726 Quality Inn & Suites On The Bay Near Pensacola Beach Gulf Breeze, FL 32561 Aug 2011 Jun 1967 116 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 44457 SpringHill Suites Pensacola Beach Gulf Breeze, FL 32561 Jun 2021 Jul 2002 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ● ● ● ● 31548 Surf & Sand Hotel Gulf Breeze, FL 32561 May 2018 May 1995 100 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 104 7443 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

52 Tab 4 - Trend Beach+ Currency: USD - US Dollar Visit Pensacola For the Month of March 2021 Monthly Percent Change Overall Percent Change

150 30.0 100 20.0 10.0 50 0.0 0 -10.0 -50 -20.0 -100 -30.0 -150 -40.0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Year To Date Running 12 Months

Occupancy ADR RevPAR Occupancy ADR RevPAR

Occupancy (%) 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 77.8 60.8 55.4 49.3 65.4 45.4 10.6 61.8 69.4 69.4 67.3 51.1 47.6 29.2 34.1 33.9 51.4 78.9 63.9 53.0 53.8 72.1 71.8 50.6 Last Year 79.5 59.9 51.5 47.8 62.6 80.3 80.5 84.8 90.2 87.3 83.1 82.1 77.8 60.8 55.4 49.3 65.4 45.4 57.0 63.9 53.0 69.3 72.1 71.8 Percent Change -2.2 1.4 7.5 3.1 4.6 -43.4 -86.8 -27.2 -23.1 -20.5 -19.0 -37.8 -38.8 -52.0 -38.5 -31.3 -21.4 73.6 12.0 -17.0 1.5 4.0 -0.4 -29.5

ADR 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 158.55 127.53 119.24 111.28 127.99 158.50 110.68 207.49 269.79 261.85 205.19 182.74 140.89 131.19 127.65 121.91 124.08 200.50 148.18 131.65 160.26 192.57 190.53 195.65 Last Year 159.02 129.59 116.91 113.57 122.72 185.68 194.47 218.60 271.65 295.02 209.66 174.42 158.55 127.53 119.24 111.28 127.99 158.50 150.02 148.18 131.65 189.52 192.57 190.53 Percent Change -0.3 -1.6 2.0 -2.0 4.3 -14.6 -43.1 -5.1 -0.7 -11.2 -2.1 4.8 -11.1 2.9 7.1 9.6 -3.1 26.5 -1.2 -11.2 21.7 1.6 -1.1 2.7

RevPAR 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 123.29 77.50 66.04 54.84 83.73 72.03 11.74 128.14 187.16 181.70 138.09 93.29 67.08 38.27 43.48 41.27 63.80 158.20 94.64 69.75 86.21 138.83 136.84 98.99 Last Year 126.41 77.65 60.25 54.29 76.78 149.15 156.56 185.38 245.15 257.54 174.16 143.26 123.29 77.50 66.04 54.84 83.73 72.03 85.51 94.64 69.75 131.43 138.83 136.84 Percent Change -2.5 -0.2 9.6 1.0 9.0 -51.7 -92.5 -30.9 -23.7 -29.4 -20.7 -34.9 -45.6 -50.6 -34.2 -24.8 -23.8 119.6 10.7 -26.3 23.6 5.6 -1.4 -27.7

Supply 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 48,205 46,650 48,205 48,205 43,540 48,205 46,650 42,222 46,650 48,205 48,205 46,650 38,192 36,960 38,192 38,192 29,960 33,170 136,784 139,950 101,322 553,078 567,274 493,248 Last Year 45,353 43,890 45,353 45,570 43,288 47,926 46,380 48,174 46,650 48,205 48,205 46,650 48,205 46,650 48,205 48,205 43,540 48,205 138,600 136,784 139,950 562,100 553,078 567,274 Percent Change 6.3 6.3 6.3 5.8 0.6 0.6 0.6 -12.4 0.0 0.0 0.0 0.0 -20.8 -20.8 -20.8 -20.8 -31.2 -31.2 -1.3 2.3 -27.6 -1.6 2.6 -13.0

Demand 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 37,485 28,350 26,698 23,758 28,482 21,906 4,946 26,076 32,362 33,450 32,443 23,816 18,184 10,781 13,009 12,928 15,405 26,171 87,363 74,146 54,504 398,742 407,407 249,571 Last Year 36,054 26,298 23,372 21,783 27,084 38,496 37,338 40,852 42,099 42,080 40,043 38,316 37,485 28,350 26,698 23,758 28,482 21,906 79,007 87,363 74,146 389,816 398,742 407,407 Percent Change 4.0 7.8 14.2 9.1 5.2 -43.1 -86.8 -36.2 -23.1 -20.5 -19.0 -37.8 -51.5 -62.0 -51.3 -45.6 -45.9 19.5 10.6 -15.1 -26.5 2.3 2.2 -38.7

Revenue 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 5,943,403 3,615,400 3,183,512 2,643,694 3,645,425 3,472,029 547,440 5,410,407 8,730,783 8,758,781 6,656,824 4,352,151 2,561,955 1,414,308 1,660,648 1,576,100 1,911,383 5,247,391 12,945,513 9,761,148 8,734,874 76,784,163 77,623,984 48,828,170 Last Year 5,733,161 3,407,910 2,732,418 2,473,939 3,323,642 7,147,932 7,261,139 8,930,289 11,436,168 12,414,490 8,395,273 6,683,161 5,943,403 3,615,400 3,183,512 2,643,694 3,645,425 3,472,029 11,852,374 12,945,513 9,761,148 73,878,149 76,784,163 77,623,984 Percent Change 3.7 6.1 16.5 6.9 9.7 -51.4 -92.5 -39.4 -23.7 -29.4 -20.7 -34.9 -56.9 -60.9 -47.8 -40.4 -47.6 51.1 9.2 -24.6 -10.5 3.9 1.1 -37.1

Census % 2019 2020 2021 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Census Props 9 9 9 9 9 9 9 7 9 9 9 9 6 6 6 6 5 5 Census Rooms 1555 1555 1555 1555 1555 1555 1555 1362 1555 1555 1555 1555 1232 1232 1232 1232 1070 1070 % Rooms Participants 80.7 80.7 80.7 80.7 80.7 80.7 80.7 78.0 80.7 80.7 80.7 80.7 62.5 75.6 75.6 75.6 72.0 72.0

A blank row indicates insufficient data.

53 Tab 5 - Resp Beach+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 19856 Closed - Best Western Beachside Resort Gulf Breeze, FL 32561 Oct 2020 Jun 1991 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 31312 Hampton by Hilton Inn Pensacola Beach Pensacola Beach, FL 32561 Apr 2006 Jul 1995 189 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 44600 Hilton Pensacola Beach Pensacola Beach, FL 32561 Jul 2007 Mar 2003 275 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 31104 Holiday Inn Express Pensacola Beach Gulf Breeze, FL 32561 May 2021 Jun 1989 0 Y ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ● ● ● ● 60897 Holiday Inn Resort Pensacola Beach Gulf Front Gulf Breeze, FL 32561 Feb 2011 Feb 2011 206 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 59695 Margaritaville Beach Hotel Pensacola Pensacola Beach, FL 32561 Jun 2021 Jun 2010 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ○ ● ● ● ● ○ ● ● 59437 Portofino Island Resort & Spa Gulf Breeze, FL 32561 Jun 2003 Jun 2003 300 44457 SpringHill Suites Pensacola Beach Gulf Breeze, FL 32561 Jun 2021 Jul 2002 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ● ● ● ● 31548 Surf & Sand Hotel Gulf Breeze, FL 32561 May 2018 May 1995 100 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 9 1070 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

54 Tab 6 - Trend Inland+ Currency: USD - US Dollar Visit Pensacola For the Month of March 2021 Monthly Percent Change Overall Percent Change

120 50.0 100 80 40.0 60 30.0 40 20 20.0 0 -20 10.0 -40 0.0 -60 -80 -10.0 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Year To Date Running 12 Months

Occupancy ADR RevPAR Occupancy ADR RevPAR

Occupancy (%) 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 59.4 53.2 50.6 49.5 62.1 52.2 34.0 58.6 68.9 63.8 59.3 66.6 81.1 68.7 62.2 59.3 65.0 81.6 63.7 54.3 68.8 66.3 63.5 64.0 Last Year 77.1 60.2 51.3 54.2 60.4 76.2 69.6 73.4 81.6 79.8 67.5 62.9 59.4 53.2 50.6 49.5 62.1 52.2 58.4 63.7 54.3 63.3 66.3 63.5 Percent Change -23.0 -11.5 -1.5 -8.6 2.8 -31.5 -51.1 -20.1 -15.6 -20.0 -12.1 5.9 36.6 29.0 23.0 19.7 4.7 56.5 9.1 -14.7 26.5 4.8 -4.3 0.8

ADR 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 83.88 78.73 75.92 76.46 81.26 79.92 64.18 82.09 99.49 99.62 84.66 90.91 97.53 86.64 80.83 80.45 82.24 98.07 85.28 79.31 88.18 94.20 94.06 88.80 Last Year 89.66 83.34 75.41 77.70 81.30 93.51 98.10 105.10 114.25 123.10 95.94 86.08 83.88 78.73 75.92 76.46 81.26 79.92 84.30 85.28 79.31 92.33 94.20 94.06 Percent Change -6.4 -5.5 0.7 -1.6 0.0 -14.5 -34.6 -21.9 -12.9 -19.1 -11.8 5.6 16.3 10.0 6.5 5.2 1.2 22.7 1.2 -7.0 11.2 2.0 -0.2 -5.6

RevPAR 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 49.81 41.91 38.38 37.87 50.47 41.70 21.83 48.10 68.51 63.59 50.25 60.52 79.14 59.49 50.25 47.71 53.46 80.07 54.33 43.11 60.64 62.47 59.69 56.82 Last Year 69.12 50.15 38.69 42.09 49.13 71.26 68.31 77.10 93.25 98.27 64.76 54.13 49.81 41.91 38.38 37.87 50.47 41.70 49.22 54.33 43.11 58.42 62.47 59.69 Percent Change -27.9 -16.4 -0.8 -10.0 2.7 -41.5 -68.0 -37.6 -26.5 -35.3 -22.4 11.8 58.9 41.9 30.9 26.0 5.9 92.0 10.4 -20.7 40.7 6.9 -4.5 -4.8

Supply 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 178,033 172,290 178,033 178,033 160,804 178,033 170,490 171,523 165,990 171,523 178,033 172,290 165,385 162,390 167,803 167,803 151,564 167,803 516,929 516,870 487,170 2,096,315 2,096,195 2,012,597 Last Year 178,033 172,290 178,033 178,033 160,832 178,064 172,290 178,033 172,290 178,033 178,033 172,290 178,033 172,290 178,033 178,033 160,804 178,033 516,960 516,929 516,870 2,118,034 2,096,315 2,096,195 Percent Change 0.0 0.0 0.0 0.0 0.0 0.0 -1.0 -3.7 -3.7 -3.7 0.0 0.0 -7.1 -5.7 -5.7 -5.7 -5.7 -5.7 0.0 0.0 -5.7 -1.0 0.0 -4.0

Demand 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 105,724 91,722 90,007 88,165 99,867 92,882 57,998 100,501 114,309 109,487 105,659 114,699 134,206 111,501 104,327 99,505 98,528 136,998 329,335 280,914 335,031 1,390,253 1,330,215 1,287,718 Last Year 137,238 103,669 91,344 96,450 97,195 135,690 119,971 130,613 140,613 142,133 120,171 108,347 105,724 91,722 90,007 88,165 99,867 92,882 301,813 329,335 280,914 1,340,162 1,390,253 1,330,215 Percent Change -23.0 -11.5 -1.5 -8.6 2.7 -31.5 -51.7 -23.1 -18.7 -23.0 -12.1 5.9 26.9 21.6 15.9 12.9 -1.3 47.5 9.1 -14.7 19.3 3.7 -4.3 -3.2

Revenue 2019 2020 2021 Year To Date Running 12 Months Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar 2019 2020 2021 2019 2020 2021 This Year 8,868,526 7,221,267 6,833,711 6,741,400 8,115,410 7,423,334 3,722,538 8,250,548 11,372,558 10,906,976 8,945,555 10,427,583 13,089,192 9,660,431 8,432,863 8,005,518 8,102,585 13,435,549 28,085,263 22,280,143 29,543,653 130,966,380 125,116,336 114,351,896 Last Year 12,305,377 8,639,574 6,887,999 7,494,062 7,902,228 12,688,972 11,768,707 13,727,183 16,065,409 17,496,114 11,529,258 9,326,017 8,868,526 7,221,267 6,833,711 6,741,400 8,115,410 7,423,334 25,443,964 28,085,263 22,280,143 123,741,435 130,966,380 125,116,336 Percent Change -27.9 -16.4 -0.8 -10.0 2.7 -41.5 -68.4 -39.9 -29.2 -37.7 -22.4 11.8 47.6 33.8 23.4 18.8 -0.2 81.0 10.4 -20.7 32.6 5.8 -4.5 -8.6

Census % 2019 2020 2021 Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Census Props 68 68 68 68 68 68 66 67 67 67 68 68 65 66 66 66 66 66 Census Rooms 5743 5743 5743 5743 5743 5743 5683 5533 5533 5533 5743 5743 5335 5413 5413 5413 5413 5413 % Rooms Participants 71.1 71.1 71.1 73.2 73.2 73.2 73.9 72.1 72.1 72.1 73.2 73.2 71.5 68.5 69.9 69.9 69.9 69.9

A blank row indicates insufficient data.

55 Tab 7 - Resp Inland+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 61915 Budget Inn Pensacola, FL 32501 26 10881 Closed - Seville Inn & Suites Pensacola, FL 32501 Mar 2010 Jun 1964 0 46072 Closed - Town & Country Motel Pensacola, FL 32501 Aug 2010 0 5395 Closed - Travel Inn Pensacola, FL 32501 Sep 2017 Aug 1952 0 10879 Days Inn Pensacola Historic Downtown Pensacola, FL 32501 Jun 1962 Jun 1962 98 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 55511 Courtyard Pensacola Downtown Pensacola, FL 32502 Jul 2007 Jul 2007 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 43296 New World Inn Pensacola, FL 32502 May 2020 Jun 1983 15 Y 9748 Pensacola Grand Hotel Pensacola, FL 32502 Jul 2021 Jun 1984 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ○ ○ 34938 Residence Inn Pensacola Downtown Pensacola, FL 32502 Nov 2020 Aug 1998 78 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 7304 Sole Inn & Suites Pensacola, FL 32502 May 2020 Jun 1975 45 Y 60962 Lyon's Motel Pensacola, FL 32503 20 34329 Courtyard Pensacola Pensacola, FL 32504 Aug 1997 Aug 1997 90 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 35418 Extended Stay America Pensacola - University Mall Pensacola, FL 32504 Sep 1997 Sep 1997 101 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 24639 Fairfield Inn Pensacola I 10 Pensacola, FL 32504 May 1995 May 1995 62 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 53663 Hampton by Hilton Inn & Suites Pensacola I-10 North at UnPensacola, FL 32504 Jul 2005 Jul 2005 85 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 34435 Hampton by Hilton Inn Pensacola-Airport Cordova Mall Pensacola, FL 32504 Jan 1998 Jan 1998 126 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 60319 Hilton Garden Inn Pensacola Airport Medical Center Pensacola, FL 32504 Mar 2010 Mar 2010 137 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 48787 Homewood Suites by Hilton Pensacola Airport Cordova MaPensacola, FL 32504 Jan 2003 Jan 2003 107 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 62001 Hyatt Place Pensacola Airport Pensacola, FL 32504 Apr 2013 Apr 2013 127 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 5275 Mainstay Suites Pensacola Pensacola, FL 32504 Mar 2011 Jun 1985 64 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 8597 Pensacola Inn Pensacola, FL 32504 Aug 2015 Sep 1985 58 7664 Quality Inn & Suites Pensacola Bayview Pensacola, FL 32504 Dec 2010 Jun 1985 138 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 724 Quality Inn & Suites University Area Pensacola Pensacola, FL 32504 May 2017 Feb 1981 133 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 6641 Red Roof Inn Pensacola Pensacola, FL 32504 Oct 1982 Oct 1982 108 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 62391 SpringHill Suites Pensacola Pensacola, FL 32504 Aug 2013 Aug 2013 106 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 8274 Super 6 Pensacola, FL 32504 Sep 2011 May 1983 80 11005 Sweet Dream Inn Pensacola, FL 32504 Nov 2020 May 1985 108 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57129 TownePlace Suites Pensacola Pensacola, FL 32504 Feb 2008 Feb 2008 97 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 7663 At Home Inn Pensacola, FL 32505 Dec 2012 Jun 1966 104 4060 Clarion Inn Pensacola Pensacola, FL 32505 Jun 2017 Nov 1983 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 725 Closed - Days Inn Pensacola Pensacola, FL 32505 Apr 2013 Apr 1960 0 54628 Closed - Econo Lodge Pensacola Pensacola, FL 32505 Jan 2010 May 2006 0 24030 Closed - Landmark Inn Pensacola, FL 32505 Sep 2004 Jun 1970 0 20115 Executive Inn Pensacola, FL 32505 Nov 1984 Nov 1984 36 18745 Key West Inn Pensacola Pensacola, FL 32505 Oct 2011 Jan 1986 118 52761 Luxury Suites Pensacola, FL 32505 Jun 2001 Jun 2001 50 6385 Motel 6 Pensacola West Pensacola, FL 32505 Oct 2005 Jun 1975 115 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 6967 OYO Hotel Pensacola I-10 & Hwy 29 Pensacola, FL 32505 Dec 2019 Jun 1972 121 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 36709 Pensacola Inn & Suites Pensacola, FL 32505 Jun 2019 Jun 1998 59 Y ● ● ● ● ● 46989 Pensacola Motor Lodge Pensacola, FL 32505 Apr 1932 Apr 1932 30 2987 Regency Inn Pensacola Pensacola, FL 32505 Feb 2019 Jun 1968 80 ● 46197 Relax Inn Pensacola, FL 32505 May 1958 May 1958 21 27564 Sweet Dream Inn Pensacola, FL 32505 Nov 2020 Jun 1988 60 30502 Closed - Hospitality Inn Pensacola, FL 32506 Mar 2017 Jun 1984 0 4853 Closed - Maria Motel Pensacola, FL 32506 May 2003 0 4061 Closed - Quality Inn NAS Corry Pensacola, FL 32506 Oct 2020 Sep 1985 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 59693 Holiday Inn Express & Suites Pensacola West Navy Base Pensacola, FL 32506 Aug 2009 Aug 2009 73 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 39981 Mayfair Motel Pensacola, FL 32506 Jun 1990 Jun 1990 40 52700 Mona Lisa Motel Pensacola, FL 32506 Jun 1966 Jun 1966 15 35060 Motel 6 Pensacola - N.A.S. Pensacola, FL 32506 Sep 2017 Jul 1997 41 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 5394 Super 8 Pensacola West Pensacola, FL 32506 Jun 2019 Jun 1972 50 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 20795 Western Inn Pensacola, FL 32506 Jun 2005 Jun 1965 67 52072 Ashton Inn & Suites Pensacola, FL 32507 Nov 2003 Nov 2003 103 25928 Closed - BEST WESTERN Perdido Key Beach Pensacola, FL 32507 Sep 2004 Jul 1986 0 38211 Red Roof Inn & Suites Pensacola Pensacola, FL 32507 Jun 2016 May 2001 70 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 39441 Suburban Extended Stay Hotel Naval Base Area PensacolaPensacola, FL 32507 Sep 1999 Sep 1999 129 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 49496 Budget Inn Pensacola, FL 32514 Jun 1969 Jun 1969 38 48494 Civic Inn North Pensacola, FL 32514 Jun 1985 Jun 1985 29 10219 Closed - Days Inn Pensacola North Pensacola, FL 32514 Aug 2017 Apr 1985 0 22465 Closed - The Pensacola Lodge Pensacola, FL 32514 Sep 2007 Apr 1985 0 29832 Comfort Inn Pensacola University Area Pensacola, FL 32514 Nov 2003 Mar 1994 115 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 56920 Holiday Inn Pensacola University Area Pensacola, FL 32514 Mar 2008 Mar 2008 114 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 38034 Homestay Lodge Pensacola, FL 32514 Mar 1999 Mar 1999 120 5114 La Quinta Inn by Wyndham Pensacola Pensacola, FL 32514 Feb 1985 Feb 1985 130 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 3842 Queen Mary Inn Pensacola, FL 32514 Jul 2011 Jun 1985 143 55734 WoodSpring Suites Pensacola Northeast Pensacola, FL 32514 Sep 2016 Mar 2006 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57589 Country Inn & Suites Pensacola West Pensacola, FL 32526 Sep 2008 Sep 2008 63 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 56 16130 Days Inn by Wyndham Pensacola West Pensacola, FL 32526 May 2013 Oct 1995 93 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 53960 Holiday Inn Express & Suites Pensacola W I 10 Pensacola, FL 32526 Jun 2006 Jun 2006 64 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Tab 7 - Resp Inland+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 32611 Red Roof Inn Pensacola Fairgrounds Pensacola, FL 32526 Mar 2010 Feb 1996 75 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 36435 Super 8 Pensacola Pensacola, FL 32526 Jan 2019 May 1998 69 ○ ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 54636 Best Western Plus Blue Angel Inn Pensacola, FL 32534 Feb 2011 Mar 2007 56 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 10880 Garden Inn & Suites Pensacola, FL 32534 May 2008 Jun 1973 96 41016 Quality Inn Pensacola West I-10 Pensacola, FL 32534 May 2013 Oct 2000 62 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57077 WoodSpring Suites Pensacola Northwest Pensacola, FL 32534 Oct 2016 Dec 2007 121 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 2988 Closed - Beachside Resort & Conf Center Pensacola Beach, FL 32561 Sep 2004 0 29160 Closed - Clarion Suites Resort & Convention Ctr Pensacola Beach, FL 32561 Sep 2004 Jun 1993 0 40239 Closed - Five Flags Inn Pensacola, FL 32561 Sep 2004 Jun 1995 0 727 Closed - Holiday Inn Express Pensacola Beach Pensacola Beach, FL 32561 Oct 2004 Jan 1979 0 40241 Closed - Sandpiper Gulf Aire Inn Motel Pensacola, FL 32561 Sep 2004 Jun 1997 0 49309 Closed - Tiki House Pensacola Beach, FL 32561 Sep 2004 Jun 1989 0 10878 Gulf Coast Inn Gulf Breeze, FL 32561 Nov 1967 Nov 1967 33 62310 Hampton by Hilton Inn & Suites Pensacola/Gulf Breeze Gulf Breeze, FL 32561 May 2013 May 2013 90 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 40240 Paradise Inn Hotel Gulf Breeze, FL 32561 May 2005 Jun 1997 35 Y 726 Quality Inn & Suites On The Bay Near Pensacola Beach Gulf Breeze, FL 32561 Aug 2011 Jun 1967 116 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 85 5413 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

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57 Tab 8 - Multi-Segment Zip Codes Currency: USD - US Dollar Visit Pensacola For the month of: March 2021

Current Month - March 2021 vs March 2020 Year to Date - March 2021 vs March 2020 Participation

Occ % ADR RevPAR Percent Change from March 2020 Occ % ADR RevPAR Percent Change from YTD 2020 Properties Rooms Room Room Room Room Room Room 2021 2020 2021 2020 2021 2020 Occ ADR RevPAR Rev Avail Sold 2021 2020 2021 2020 2021 2020 Occ ADR RevPAR Rev Avail Sold Census Sample Census Sample Downtown+ 87.0 42.4 135.02 115.00 117.49 48.77 105.2 17.4 140.9 68.4 -30.1 43.4 74.3 53.4 122.69 114.61 91.21 61.21 39.2 7.1 49.0 4.2 -30.1 -2.7 7 4 488 402 Airport+ 87.7 56.1 106.60 92.47 93.49 51.84 56.4 15.3 80.3 80.3 0.0 56.4 75.2 60.8 96.94 91.34 72.92 55.57 23.7 6.1 31.2 31.2 0.0 23.7 19 15 1833 1567 Pine Forest+ 75.9 51.9 82.90 59.59 62.88 30.93 46.1 39.1 103.3 123.5 9.9 60.6 62.0 49.6 74.80 58.20 46.40 28.85 25.1 28.5 60.8 76.8 9.9 37.5 17 7 1373 719 Westside/Perdido+ 85.4 47.6 107.28 84.58 91.57 40.26 79.3 26.8 127.5 109.9 -7.7 65.5 70.8 51.6 94.62 78.86 66.97 40.71 37.1 20.0 64.5 55.1 -5.7 29.3 17 13 1194 969 PNS Beach+ 74.5 46.6 185.43 147.16 138.13 68.51 60.0 26.0 101.6 58.4 -21.4 25.7 52.2 53.0 149.47 124.87 78.05 66.23 -1.5 19.7 17.9 -6.2 -20.4 -21.7 10 7 1453 1085 UWF+ 81.7 59.4 93.00 74.92 75.93 44.53 37.4 24.1 70.5 70.5 0.0 37.4 73.3 57.9 86.18 74.79 63.19 43.28 26.7 15.2 46.0 46.0 0.0 26.7 10 6 1010 680

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58 Tab 9 - Multi-Segment Comp Set Currency: USD - US Dollar Visit Pensacola For the month of: March 2021

Current Month - March 2021 vs March 2020 Year to Date - March 2021 vs March 2020 Participation

Occ % ADR RevPAR Percent Change from March 2020 Occ % ADR RevPAR Percent Change from YTD 2020 Properties Rooms Room Room Room Room Room Room 2021 2020 2021 2020 2021 2020 Occ ADR RevPAR Rev Avail Sold 2021 2020 2021 2020 2021 2020 Occ ADR RevPAR Rev Avail Sold Census Sample Census Sample Bay County, FL 73.7 47.1 150.11 125.90 110.68 59.34 56.4 19.2 86.5 97.3 5.8 65.5 56.5 51.8 123.01 113.92 69.50 59.02 9.1 8.0 17.8 24.1 5.4 15.0 95 46 8843 4814 Baldwin County, AL 75.2 40.7 142.64 110.19 107.22 44.84 84.7 29.4 139.1 131.6 -3.1 78.9 61.3 46.9 114.51 98.54 70.20 46.26 30.6 16.2 51.7 47.0 -3.1 26.5 61 47 6312 4736 Okaloosa County, FL 72.3 41.1 151.07 120.88 109.15 49.66 75.9 25.0 119.8 127.6 3.6 82.1 52.8 46.1 117.69 99.74 62.16 45.95 14.7 18.0 35.3 39.4 3.1 18.2 84 53 7915 5123 Walton County, FL 61.7 30.9 183.81 143.37 113.47 44.32 99.7 28.2 156.1 170.0 5.5 110.6 39.9 38.3 149.07 114.95 59.42 43.99 4.2 29.7 35.1 40.4 3.9 8.3 30 19 3956 3410 St Johns County, FL 73.9 44.3 164.45 153.79 121.48 68.20 66.6 6.9 78.1 78.8 0.4 67.2 58.9 59.6 143.64 142.27 84.61 84.73 -1.1 1.0 -0.1 -0.4 -0.3 -1.4 86 53 6319 5101 Sarasota County, FL 84.2 50.2 233.18 203.48 196.30 102.06 67.8 14.6 92.3 95.0 1.4 70.2 69.4 70.3 192.64 190.60 133.60 134.00 -1.3 1.1 -0.3 1.1 1.4 0.0 97 49 6828 5634

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59 Tab 10 - Response Downtown+

Visit Pensacola For the Month of March 2021

A blank row indicates insufficient data.

60 Tab 11 - Response Airport+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 60962 Lyon's Motel Pensacola, FL 32503 20 34329 Courtyard Pensacola Pensacola, FL 32504 Aug 1997 Aug 1997 90 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 35418 Extended Stay America Pensacola - University Mall Pensacola, FL 32504 Sep 1997 Sep 1997 101 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 24639 Fairfield Inn Pensacola I 10 Pensacola, FL 32504 May 1995 May 1995 62 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 53663 Hampton by Hilton Inn & Suites Pensacola I-10 North at UnPensacola, FL 32504 Jul 2005 Jul 2005 85 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 34435 Hampton by Hilton Inn Pensacola-Airport Cordova Mall Pensacola, FL 32504 Jan 1998 Jan 1998 126 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 60319 Hilton Garden Inn Pensacola Airport Medical Center Pensacola, FL 32504 Mar 2010 Mar 2010 137 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 48787 Homewood Suites by Hilton Pensacola Airport Cordova MaPensacola, FL 32504 Jan 2003 Jan 2003 107 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 62001 Hyatt Place Pensacola Airport Pensacola, FL 32504 Apr 2013 Apr 2013 127 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 5275 Mainstay Suites Pensacola Pensacola, FL 32504 Mar 2011 Jun 1985 64 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 8597 Pensacola Inn Pensacola, FL 32504 Aug 2015 Sep 1985 58 7664 Quality Inn & Suites Pensacola Bayview Pensacola, FL 32504 Dec 2010 Jun 1985 138 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 724 Quality Inn & Suites University Area Pensacola Pensacola, FL 32504 May 2017 Feb 1981 133 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 6641 Red Roof Inn Pensacola Pensacola, FL 32504 Oct 1982 Oct 1982 108 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 67904 Residence Inn Pensacola Airport/Medical Center Pensacola, FL 32504 Aug 2019 Aug 2019 86 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 62391 SpringHill Suites Pensacola Pensacola, FL 32504 Aug 2013 Aug 2013 106 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 8274 Super 6 Pensacola, FL 32504 Sep 2011 May 1983 80 11005 Sweet Dream Inn Pensacola, FL 32504 Nov 2020 May 1985 108 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57129 TownePlace Suites Pensacola Pensacola, FL 32504 Feb 2008 Feb 2008 97 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 19 1833 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

61 Tab 12 - Response Pine Forest+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 7663 At Home Inn Pensacola, FL 32505 Dec 2012 Jun 1966 104 4060 Clarion Inn Pensacola Pensacola, FL 32505 Jun 2017 Nov 1983 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 725 Closed - Days Inn Pensacola Pensacola, FL 32505 Apr 2013 Apr 1960 0 54628 Closed - Econo Lodge Pensacola Pensacola, FL 32505 Jan 2010 May 2006 0 24030 Closed - Landmark Inn Pensacola, FL 32505 Sep 2004 Jun 1970 0 20115 Executive Inn Pensacola, FL 32505 Nov 1984 Nov 1984 36 18745 Key West Inn Pensacola Pensacola, FL 32505 Oct 2011 Jan 1986 118 52761 Luxury Suites Pensacola, FL 32505 Jun 2001 Jun 2001 50 6385 Motel 6 Pensacola West Pensacola, FL 32505 Oct 2005 Jun 1975 115 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 6967 OYO Hotel Pensacola I-10 & Hwy 29 Pensacola, FL 32505 Dec 2019 Jun 1972 121 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 36709 Pensacola Inn & Suites Pensacola, FL 32505 Jun 2019 Jun 1998 59 Y ● ● ● ● ● 46989 Pensacola Motor Lodge Pensacola, FL 32505 Apr 1932 Apr 1932 30 2987 Regency Inn Pensacola Pensacola, FL 32505 Feb 2019 Jun 1968 80 ● 46197 Relax Inn Pensacola, FL 32505 May 1958 May 1958 21 27564 Sweet Dream Inn Pensacola, FL 32505 Nov 2020 Jun 1988 60 54636 Best Western Plus Blue Angel Inn Pensacola, FL 32534 Feb 2011 Mar 2007 56 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 70476 Courtyard Pensacola West Pensacola, FL 32534 Jan 2021 Jan 2021 124 ● ● 10880 Garden Inn & Suites Pensacola, FL 32534 May 2008 Jun 1973 96 41016 Quality Inn Pensacola West I-10 Pensacola, FL 32534 May 2013 Oct 2000 62 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57077 WoodSpring Suites Pensacola Northwest Pensacola, FL 32534 Oct 2016 Dec 2007 121 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 20 1373 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

62 Tab 13 - Response Westside Perdido+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 30502 Closed - Hospitality Inn Pensacola, FL 32506 Mar 2017 Jun 1984 0 4853 Closed - Maria Motel Pensacola, FL 32506 May 2003 0 4061 Closed - Quality Inn NAS Corry Pensacola, FL 32506 Oct 2020 Sep 1985 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 59693 Holiday Inn Express & Suites Pensacola West Navy Base Pensacola, FL 32506 Aug 2009 Aug 2009 73 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 39981 Mayfair Motel Pensacola, FL 32506 Jun 1990 Jun 1990 40 52700 Mona Lisa Motel Pensacola, FL 32506 Jun 1966 Jun 1966 15 35060 Motel 6 Pensacola - N.A.S. Pensacola, FL 32506 Sep 2017 Jul 1997 41 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 5394 Super 8 Pensacola West Pensacola, FL 32506 Jun 2019 Jun 1972 50 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 20795 Western Inn Pensacola, FL 32506 Jun 2005 Jun 1965 67 52072 Ashton Inn & Suites Pensacola, FL 32507 Nov 2003 Nov 2003 103 25928 Closed - BEST WESTERN Perdido Key Beach Pensacola, FL 32507 Sep 2004 Jul 1986 0 38211 Red Roof Inn & Suites Pensacola Pensacola, FL 32507 Jun 2016 May 2001 70 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 39441 Suburban Extended Stay Hotel Naval Base Area PensacolaPensacola, FL 32507 Sep 1999 Sep 1999 129 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 57589 Country Inn & Suites Pensacola West Pensacola, FL 32526 Sep 2008 Sep 2008 63 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 16130 Days Inn by Wyndham Pensacola West Pensacola, FL 32526 May 2013 Oct 1995 93 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 68552 Fairfield Inn & Suites Pensacola West I-10 Pensacola, FL 32526 Sep 2019 Sep 2019 87 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 63307 Hampton by Hilton Inn & Suites Pensacola/I-10 Pine ForesPensacola, FL 32526 Dec 2014 Dec 2014 75 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 53960 Holiday Inn Express & Suites Pensacola W I 10 Pensacola, FL 32526 Jun 2006 Jun 2006 64 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 69107 Home2 Suites by Hilton Pensacola I-10 Pine Forest Road Pensacola, FL 32526 Feb 2020 Feb 2020 80 ○ ● ● ● ● ● ● ● ● ● ● ● ● ● 32611 Red Roof Inn Pensacola Fairgrounds Pensacola, FL 32526 Mar 2010 Feb 1996 75 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 36435 Super 8 Pensacola Pensacola, FL 32526 Jan 2019 May 1998 69 ○ ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 21 1194 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

63 Tab 14 - Response PNS Beach+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 2988 Closed - Beachside Resort & Conf Center Pensacola Beach, FL 32561 Sep 2004 0 19856 Closed - Best Western Beachside Resort Gulf Breeze, FL 32561 Oct 2020 Jun 1991 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 29160 Closed - Clarion Suites Resort & Convention Ctr Pensacola Beach, FL 32561 Sep 2004 Jun 1993 0 40239 Closed - Five Flags Inn Pensacola, FL 32561 Sep 2004 Jun 1995 0 727 Closed - Holiday Inn Express Pensacola Beach Pensacola Beach, FL 32561 Oct 2004 Jan 1979 0 40241 Closed - Sandpiper Gulf Aire Inn Motel Pensacola, FL 32561 Sep 2004 Jun 1997 0 49309 Closed - Tiki House Pensacola Beach, FL 32561 Sep 2004 Jun 1989 0 10878 Gulf Coast Inn Gulf Breeze, FL 32561 Nov 1967 Nov 1967 33 62310 Hampton by Hilton Inn & Suites Pensacola/Gulf Breeze Gulf Breeze, FL 32561 May 2013 May 2013 90 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 31312 Hampton by Hilton Inn Pensacola Beach Pensacola Beach, FL 32561 Apr 2006 Jul 1995 189 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 44600 Hilton Pensacola Beach Pensacola Beach, FL 32561 Jul 2007 Mar 2003 275 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 74089 Holiday Inn Express & Suites Gulf Breeze Gulf Breeze, FL 32561 U/C 92 31104 Holiday Inn Express Pensacola Beach Gulf Breeze, FL 32561 May 2021 Jun 1989 0 Y ○ ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ● ● ● ● 60897 Holiday Inn Resort Pensacola Beach Gulf Front Gulf Breeze, FL 32561 Feb 2011 Feb 2011 206 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 69730 Home2 Suites by Hilton Gulf Breeze Pensacola Area Gulf Breeze, FL 32561 Feb 2021 Feb 2021 109 ● ● 59695 Margaritaville Beach Hotel Pensacola Pensacola Beach, FL 32561 Jun 2021 Jun 2010 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ○ ● ● ● ● ○ ● ● 40240 Paradise Inn Hotel Gulf Breeze, FL 32561 May 2005 Jun 1997 35 Y 59437 Portofino Island Resort & Spa Gulf Breeze, FL 32561 Jun 2003 Jun 2003 300 726 Quality Inn & Suites On The Bay Near Pensacola Beach Gulf Breeze, FL 32561 Aug 2011 Jun 1967 116 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 44457 SpringHill Suites Pensacola Beach Gulf Breeze, FL 32561 Jun 2021 Jul 2002 0 Y ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ○ ● ● ● ● 31548 Surf & Sand Hotel Gulf Breeze, FL 32561 May 2018 May 1995 100 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 21 1545 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

64 Tab 15 - Response UWF+

Visit Pensacola For the Month of March 2021

2019 2020 2021 Open Chg in STR Code Name of Establishment City & State Zip Code Aff Date Date Rooms Rms J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D 49496 Budget Inn Pensacola, FL 32514 Jun 1969 Jun 1969 38 65398 Candlewood Suites Pensacola University Area Pensacola, FL 32514 Nov 2016 Nov 2016 95 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 48494 Civic Inn North Pensacola, FL 32514 Jun 1985 Jun 1985 29 10219 Closed - Days Inn Pensacola North Pensacola, FL 32514 Aug 2017 Apr 1985 0 22465 Closed - The Pensacola Lodge Pensacola, FL 32514 Sep 2007 Apr 1985 0 29832 Comfort Inn Pensacola University Area Pensacola, FL 32514 Nov 2003 Mar 1994 115 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 56920 Holiday Inn Pensacola University Area Pensacola, FL 32514 Mar 2008 Mar 2008 114 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 65902 Home2 Suites by Hilton Pensacola I -10 At North Davis HigPensacola, FL 32514 Sep 2017 Sep 2017 106 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 38034 Homestay Lodge Pensacola, FL 32514 Mar 1999 Mar 1999 120 5114 La Quinta Inn by Wyndham Pensacola Pensacola, FL 32514 Feb 1985 Feb 1985 130 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● 3842 Queen Mary Inn Pensacola, FL 32514 Jul 2011 Jun 1985 143 55734 WoodSpring Suites Pensacola Northeast Pensacola, FL 32514 Sep 2016 Mar 2006 120 ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● Total Properties: 12 1010 ○ - Monthly data received by STR ● - Monthly and daily data received by STR Blank - No data received by STR Y - (Chg in Rms) Property has experienced a room addition or drop during the time period of the report

A blank row indicates insufficient data.

65 Tab 16 - Help

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66 1

VISIT PENSACOLA Monthly Dashboard March 2021

By Downs & St. Germain Research

67 Visitor Summary – March 2021 2

• Data should be interpreted with caution as monthly sample sizes are modest resulting in larger month-to-month variation. • COVID-19 and the Pensacola Bay Bridge closing continued to impact visitor metrics. • March 2021 performed much better than March 2020, which was negatively impacted by COVID-19. In comparing March 2021 to March 2019, hotel occupancy was up 4.9% and ADR was up 2.1%, resulting in a RevPAR that was up 7.2%. • Number of visitors for March increased 27.4% compared to last year. • Airline passengers increased 55.0% compared to March of last year. • Hotel occupancy was up 60.3% from last year and ADR was up 20.3%, resulting in a RevPAR that was up 92.9% from last year. • Hotel room nights were up 46.3% compared to March 2020. • The average length of stay in March was shorter than much of last year. • Mobile was the top origin market.

68 Pensacola Dashboard – March 2021 3

Visitors & Airline Passengers

Visitor Statistics March 2020 March 2021 % Change 142,525 March Visitors1 142,525 181,634 +27.4% Visitors 2020 Airline Passengers2 100,674 156,043 +55.0% March 181,634 2021 Hotel Statistics Hotel Statistics3 March 2020 March 2021 % Change Occupancy 50.9% 81.6% +60.3% $49.48 March Room Rates $97. 22 $116.96 +20.3% 2020 RevPAR $49.48 $95.44 +92.9% Hotel RevPAR March 2021 Room Nights 127,148 186,002 +46.3% $95.44 Vacation Rental Statistics Vacation Rental Statistics4 March 2020 March 2021 % Change Occupancy 49.2% 80.3% +63.2% $55.05 March Room Rates $111.90 $178.38 +59.4% Vacation Rental 2020 RevPar RevPAR $55.05 $143.24 +160.2% March $143.24 2021 Room Nights 28,074 41,260 +47.0%

1 Visitation estimates provided here are preliminary. 2020 data have been adjusted to reflect the methodology in 2021. Adjustments may be made to these estimates at the end of the quarter, to account for quarterly fluctuations. Includes visitors staying in paid accommodations, staying with friends & relatives, and day trippers. 2 Includes all airline travel, i.e., locals and visitors. Tabulated by summing monthly airline travel figures. 69 3 Source: Smith Travel (Approximately 9% of units in March of 2021 were unavailable due to Hurricane Sally). 4 Sources: KeyData Travel (Metrics may change to reflect updated number of units. These figures assume a 10% reduction in units due to Hurricane Sally). Pensacola Dashboard – FY2021 (October 2020 – March 2021) 4 Visitors & Airline Passengers

Visitor Statistics FY 2020 FY 2021 % Change 916,968 Visitors1 916,968 843,331 -8.0% FY20 Visitors FY21 Airline Passengers2 935,485 652,971 -30.2% 843,331 Hotel Statistics Hotel Statistics3 FY 2020 FY 2021 % Change Occupancy 56.1% 67.0% +19.4% Room Rates $93.58 $97.74 +4.4% $52.50 FY20 RevPAR $52.50 $65.49 +24.7% Hotel RevPAR FY21 Room Nights 816,133 886,962 +8.7% $65.49 Vacation Rental Statistics Vacation Rental Statistics4 FY 2020 FY 2021 % Change Occupancy 51.2% 63.0% +23.0% $47.10 Room Rates $92.00 $124.00 +34.8% Vacation Rental FY20 RevPAR $47.10 $78.12 +65.9% RevPar FY21

Room Nights 181,298 193,888 +6.9% $78.12

1 Visitation estimates provided here are preliminary. 2020 data have been adjusted to reflect the methodology in 2021. Adjustments may be made to these estimates at the end of the quarter, to account for quarterly fluctuations. Includes visitors staying in paid accommodations, staying with friends & relatives, and day trippers. 2 Includes all airline travel, i.e., locals and visitors. Tabulated by summing monthly airline travel figures. 70 3 Source: Smith Travel (Approximately 9% of units in March of 2021 were unavailable due to Hurricane Sally). 4 Sources: KeyData Travel (Metrics may change to reflect updated number of units. These figures assume a 10% reduction in units due to Hurricane Sally). Pensacola Dashboard – March 2021 5

Origin markets in March 2021 appear to be impacted much less by visitors’ propensity to prefer drive markets because of COVID-19 Percentage of Visitors by Top Origin Markets Top Visitor Origin Markets in 2021

20201 2021 Mobile 10% Mobile Mobile Birmingham 5% Atlanta Birmingham Nashville 5% Dallas-Ft. Worth Nashville Dallas – Ft. Worth 4% Jacksonville Dallas – Ft. Worth Lafayette 4% Huntsville-Decatur Lafayette Atlanta 3% Biloxi-Gulfport Atlanta Nashville Montgomery Montgomery 3% Tallahassee Houston Houston 3% Panama City New Orleans New Orleans 2% New Orleans Milwaukee Milwaukee 2%

1 Source: Majority Opinion Research. 71 Pensacola Dashboard – March 2021 6

March Visitors 20201 2021 80% March 2020 Stayed in paid accommodations 59% 64% Drove March 2021 Drove 80% 83% 83% Length of stay2 6.3 5.9 Will recommend 98% 97% First time visitor 25% 26% 25% March 2020 First time visitor 2 March Visitors 2020 2021 26% March 2021 Median Age 42 46 Gender (Female) 63% 57% Household Income $73,800 $91,900 2 Travel party size 3.4 3.4 25% March 2020 Traveled with Children 25% 34% Traveled with children March 2021 34%

1 Source: Majority Opinion Research. 72 2 Visitors staying in Paid Accommodations. 7

VISIT PENSACOLA Monthly Dashboard March 2021

By Downs & St. Germain Research

Joseph St. Germain, Ph.D., President Phillip Downs, Ph.D., Senior Partner Rachael Anglin, Director of Research Erin Dinkel, Senior Project Director Isiah Lewis, Project Director Glencora Haskins, Project Director Downs & St. Germain Research 850-906-3111 | www.dsg-research.com

VISIT PENSACOLA BOARD MEETING April 28, 2021

Marketing & Communications

VISIT PENSACOLA | March 2021 Activity  COASTAL VALUE CAMPAIGN This savings offers campaign continues through May 15, promoting the value of a Pensacola getaway across our drive market and into Dallas. The campaign landing page featuring offers Visit Pensacola secured from partners.

INITIAL RESULTS: FEB 15 - APR 22 Booking data pulled within 60-day attribution window and based on partial trackable booking and revenue results. 1,672 574 68k Room Nights Flights Site Sessions

 BOBBY BONES PROMOTION From March 22 through April 4, the nationally syndicated country radio host Bobby Bones promoted travel to Pensacola across 26 southeast markets. This influencer campaign included more than 1,000 :30 radio spots and an online contest on each of the 26 partner station websites which collected entries for a free beach getaway. 11,034 4,873 Contest Entries Email Signups

 REMOTE LEARNERS CAMPAIGN This social media campaign aimed at remote/distance learning families continues through May. The campaign landing page provides information on local history, nature, and arts and culture opportunities. A “Pensacola Schoolcation” passport ties this campaign back to the app, and offers a collectible coin as a treasure/prize. INITIAL RESULTS: JAN 30 - APR 22 6,156 Site Sessions  WHAT ELSE IS HAPPENING? • In April we kicked off the O65 Campaign aimed at the newly ready to travel set. • Our Experience niche campaigns continue promoting the wide variety of options for Pensacola visitors. • Results from the Unique Emotional Positioning study are being used to craft new brand messaging. • Plans to support flights into Pensacola are in the works.

75  COMMUNITY IMPACT : FEBRUARY 2021 2020 2019 Figures reported by STR Destination Report. The 12-month running graphs compare current 12-month period to previous 12-months. Hotel Occupancy 63.0 FEBRUARY YEAR-OVER-YEAR 12-MONTH RUNNING AVERAGES

63.0% 62.6% 61.6% 59.7% 68.0% 67.5%

Average Daily Rate $90.88 FEBRUARY YEAR-OVER-YEAR 12-MONTH RUNNING AVERAGES $90.88 $107.03 $93.64 $118.92

$91.40 $116.86

TRACKABLE RESULTS : FEBRUARY Figures account only for those people who saw digital advertising on their phone, tablet, or computer, then booked (room night or flight) through a trackable source OR traveled into our market (arrival) during February. This does not represent all flights, room nights, or arrivals. All data from vendor reports.

12-MONTH RUNNING TOTALS: NIGHTS, FLIGHTS, ARRIVALS, AD SPEND Room Nights Booked 4,306 26,014 7,046 Flights Booked 779 72,289 14,831 Arrivals in Market 365 4,004  $699,766 Advertising Spend $101,050 41,333 $1,888,569

Trackable accommodation and flight revenue figures as reported by ADARA and Expedia. This does not represent all revenue.

Trackable Revenue $1,338,332 FEBRUARY YOY: 13.2 RETURN ON Return on Ad Spend 13.2 AD SPEND 6.0

DIGITAL IMPACT : FEBRUARY Social media advertising results reported by Facebook. 12-MONTH RUNNING TOTALS: SOCIAL MEDIA SOCIAL MEDIA ADS: People Reached Landing Page Views People Reached 918,771 7,177,783 197,545 Landing Page Views 20,816 11,795,897 267,007

Site visits generated by all digital/clickable advertising tactics, reported by Google Analytics. 12-MONTH RUNNING TOTALS: WEBSITE IMPACT WEBSITE IMPACT: Advertising Site Visits % of Total Site Visits Advertising Site Visits 36,276 347,582 19% % of Total Site Visits 26% 625,056 25%

76 Visit Pensacola Public Relations Report March 2021 OUTREACH 4 FILM 0 REQUESTS PRESS RELEASES 5 34 43 BLOG MEDIA MEDIA PITCHES ASSISTS Including: Queen of the South S5 Including: 10 Fun Free Things to Do Including: Eat This, Not Including: American In Pensacola That! “Fun Restaurants in Way – Guide about Every State” Pensacola SOCIAL MEDIA 5,987 sessions via social referral • 6,172 total social conversions

258 TOTAL SOCIAL CONVERSIONS Total Engagement: 7,488 Replies, retweets and likes +109 followers, 64 TOTAL SOCIAL 178,366 Impressions CONVERSIONS 4,154 TOTAL SOCIAL CONVERSIONS 2,017 New Page Likes 2,195 New Followers f 184k Engaged Users with the potential of 3.4 million total impressions Total Engagement: 32,818 (all generated from likes, shares and comments on posts) (likes and comments)

537 TOTAL SOCIAL CONVERSIONS INSTAGRAM STORIES 172 total social conversions 694 Pins 113k story impressions Total Engagement: 7,609 (likes and comments) 100k story interactions 7,774 VIEWS 25 Conversions • +9 Subscribers

in 18 CONVERSIONS

E-MARKETING CONSUMER eNEWS

1,441 new sign-ups 146% conversion rate 43% open rate 6.1% click throughs 77 Visit Pensacola Public Relations Report March 2021 EARNED MEDIA

ACTIVE COVERAGE – SECURED BY VISIT PENSACOLA TEAM

MEDIA ASSISTS MEDIA ASSISTS, cont. • National Beer Day Press Initiative • Fiesta Pensacola • Six Visit Florida Pitches • West Florida Healthcare • German Press Assist with Visit • Southern Living Florida • Uproxx • 3 - HARO (Help A Reporter Out) • PUNCH • Destinations Florida • Eat This, Not That! MSN Story • 3 - Pensacola News Journal • INSCMagazine • American Way.com • Mansion Global • Film Florida • Barrons Online • Orlando Magazine • Liquor.com • VoX International • McCoolTravel.com • Pensacola International Airport • Bar Business Magazine.com • 200th Commission • Anna Mazurek (Instagram) • FL Tourism Day • The Daily Advertiser • Military Reunion Network • Texas Monthly • WEAR3 • Hemispheres • Adventures in Atlanta • Visit Florida PR • AAA • National Cocktail Day roundup • Convention South

PRESS MENTIONS – STORIES MENTIONING PENSACOLA

STORIES MENTIONING PENSACOLA Highlights: • 50 Best Beach Towns To Live In

300 stories Highlights: • Secrets in the Sand: The Strange Pandemic History Beneath Deadman’s Island in Gulf Breeze • Spirit Airlines to Start Nonstop Daily Service to Seven Cities from Pensacola Accolades Highlights: • 10 of our Favorite Beaches From All Across Florida • United Airlines Will Add More Than Two Dozen Flights As Leisure Travel Picks Up 78 VISITPENSACOLA.COM March 2021 180,883 39,000 FY 592,484 FY 127,000 EXPERIENCE APP USERS 480,773 41,682 92,714 VIEWS FY 1,507,034 FY 110,652 FY 251,396 REFERRALS PAGEVIEWS PARTNER LISTINGS

AUDIENCE TOP PAGES Metro Area Users Page Pageviews Mobile/Pensacola 34,104 Experience/Deals (CLP) 40,184 Atlanta GA 18,667 Home 25,486 Dallas-Ft. Worth TX 12,675 Plan Your Trip 16,480 Houston TX 10,808 Pensacola Beach 14,863 New Orleans LA 8,597 Events 14,307 Blocked 6,478 Blue Angel Practices 13,864 Nashville TN 5,394 Coastal Distancing (CLP) 11,880 Orlando/Melbourne 4,931 Things To Do 10,947 Birmingham 3,833 Things To Do Attractions 10,041 Tampa-St. Petersburg 3,551 Things To Do Family 9,129

PARTNER ENGAGEMENT CHANNEL (How people find us) Listings views 41,682 Channel Users Conversion Visit Partner Website 13,135 Organic Search 97,800 129.3% Booking Link 3,654 Paid Social 34,008 41.7% Events Listing 15,257 Paid Search 15,462 107.5% Coupons 4,904 Direct 11,311 98.5% Referrals (Listing/Events) 92,714 Native 7,039 18.7% Display 6,072 66.5% EXPERIENCE APP Social 5,312 87.8% Monthly Downloads 904 Referral 4,889 101.8% Total Subscribers 1,500 Email 2,874 146.1% Views 39,000 (Other) 43 88.9% WEBSITE SIGNUPS New Email Subscribers 1,442 FY = Visit Pensacola’s Fiscal Year Oct. 20 – Sep 21 Insider Guide Requests 1,334 CLP = Visits to a specific landing page from paid advertising 79 VISIT PENSACOLA PR Report

March 2021

80 OVERVIEW OF PR EFFORTS

Press Materials: March 2021

*Press materials include the ● Drafted pitch for National Cocktail Day creation of Giant Noise’s pitches ● Drafted National Beer Day PR Plan to media, press releases, PR ● Drafted historical Pensacola pitch for Southern Living plans, and targeted lists ● Drafted pitch for Eat This, Not That! “Fun Restaurants in Every State” ● Drafted pitch for Texas Monthly Florida/Summer Travel issue ● Drafted pitch for New York Amsterdam News for “Unexpected Jazz Destinations” ● Drafted pitch for Thrive Global for “Gulf Coast Destination” ○ Secured interest but Visit Pensacola/Giant Noise ultimately passed due to needs/timing ● Drafted pitch for “Best Beaches in the USA” ● Drafted pitch for National Park Week (April 17-25)

81 2 OVERVIEW OF PR EFFORTS Media Outreach: March 2021 ● Reached out to media for National Beer Day tasting ○ Confirmed interest from Lori Rice, Tom Bobak and Kathleen Wilcox ● Scheduled meeting with Kelsey Ogletree to discuss potential Pensacola features ● Drafted and submitted ideas to Terry Ward for American Way ● Pitched Pensacola to Chadner Navarro for American Way and Hemispheres *Media outreach includes ● Pitched Pensacola as a “Spring Stay” destination to regional and national media day-to-day conversations with ● Pitched Pensacola’s history and Fort Pickens to Southern Living in conjunction with ad buy journalists, monitoring press ● Pitched Oyster Bay for eco-friendly hotel story for Earth Day releases and pitches that are ● Pitched Pensacola to Sheryl Nance Nash for “Unexpected Jazz Destinations” sent out, scheduling client ● Pitched Pensacola to Texas Monthly for Florida/Summer Travel issue interviews and meetings with ● Pitched Eat This, Not That! “Fun Restaurants in Every State” media. ○ Secured coverage ● Secured interest in the history of Bushwackers for PUNCH ● Followed up with Southern Living writers to inquire about process for South’s Best, including: ○ Small Towns - The Idyllic Southern Getaway to Pensacola, FL ○ South's Legendary Joints - Blue Dot BBQ ○ South's Best Parks - Pitch for National Parks Week in April (Big Lagoon State Park) ○ South's Best Beach Towns - Pensacola + Perdido Key ○ Cities on the Rise - What's New in Pensacola (Oyster Bay, The Well, Sun Belt Conference, return of Foo, etc.) ○ Outdoor Adventures (Fort Pickens, GINS, Dive the Oriskany, Pensacola's artificial reef, Laguna's) ○ Experience the Charm of Pensacola - A coastal gem to visit again and again! ○ Travel like a Local 82 ● Pitched National Park Week to national outdoor-oriented and travel outlets 3 OVERVIEW OF PR EFFORTS Additional Work: March 2021 ● Followed up with media to ensure they received kits ○ All confirmed receipt *Additional work encompasses ● Secured partners for National Beer Day tastings miscellaneous tasks, reporting, ○ Perfect Plain Brewing Co./The Well + Coastal Country Brewing research, etc. ● Continued discussions with Caroline Eubanks and Megan DuBois for future visits ● Compiled document of “What’s New in Pensacola” to share with Kelsey Ogletree ○ Confirmed interest for Bushwacker story; in conversations with editors ● Sent partners two opportunities to submit for Uproxx “Bartenders Tell Us” series ● Drafted wrap report for Sun Belt Conference ● Shared opportunity to submit for Earth Day story about eco-friendly hotels ● Vetted influencer @nomnom_boston and advised client on hosting ● Coordinated interviews with partners for PUNCH Bushwacker story ○ Flora-Bama, Sand Shaker and Bamboo Willie’s ● Shared opportunity with partners to submit berry cocktail recipes for Mansion Global piece ○ Included Flora-Bama and Fish House ● Began coordination with Renuka for her April / Mother’s Day-themed visit and coverage ● Began coordination with Susan Barnes for spring research trip to Pensacola

83 4 PRESS COVERAGE | March 2021

VISIT PENSACOLA PRESS COVERAGE: March 2021 TOTAL MEDIA IMPRESSIONS: 2,090,316 TOTAL MEDIA VALUE: $24,147.88

Recent Coverage:

Date Outlet Coverage Link Media Media Value Impressions

March 24, 2021 Bar Business Magazine "National Cocktail Day Recipes" https://www.barbizmag.com/recipes-2/h 3,259 $39.12 (Online) olidays/national-cocktail-day-recipes/

March 2, 2021 Uproxx (Online) "Bartenders Name Straight Whiskeys https://uproxx.com/life/straight-whiskey 1,804,240 $20,748.76 To Help Fight Off The Last Chill Of s-2021-bartender-reccomended/ Winter"

March 2, 2021 Anna Mazurek Media Shipment Instagram Stories https://giantnoise.box.com/s/oiz6jmzaq 2,817 N/A (Instagram) ypc46moodq3m36agfmmnzma

March 1, 2021 The Daily Advertiser "2021 Sun Belt Conference Men's https://www.theadvertiser.com/story/sp 280,000 $3,360.00 (Online) Basketball Tournament bracket, orts/college/ul/2021/03/01/sun-belt-conf schedule, game times" erence-tournament-2021-bracket-sched ule-mens-basketball/6854818002/

TOTAL: 2,090,316 $24,147.88 84 5 Visit Pensacola Social Media Report March 2021

Social Media Board Report

85 Custom Report Title | 1 of 11

Included in this Report

Pensacola Florida Visit Pensacola Visit Pensacola Inc. Pensacola, Florida

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Facebook Performance Summary View your key proﬁle performance metrics from the reporting period.

Impressions Engagements Post Link Clicks 3,499,877 184,484 8.5% 52,022 32.1% 1.4%

Facebook Audience Growth See how your audience grew during the reporting period.

Net Page Likes Breakdown by Organic/Paid Likes, by Day

Audience Metrics Totals % Change

Net Page Likes 2,017 1,594.96%

Organic Page Likes 2,340 269.67%

Paid Page Likes 1 100.00%

Page Unlikes 324 36.96%

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Facebook Engagement See how people are engaging with your posts during the reporting period.

Reactions, Comments, Shares, Post Link Clicks, Other Post Clicks Comparison by Engagement Type, by Day

12K

10K

0 1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031 MAR Reactions Comments Shares Post Link Clicks Other Post Clicks

Engagement Metrics Totals % Change

Total Engagements 184,484 8.47%

Reactions 45,165 246.07%

Comments 4,634 335.53%

Shares 5,676 344.48%

Post Link Clicks 52,022 32.06%