SEPTEMBER \ 2016 JULY \ 2016 NOVEMBER \ 2016 DECEMBER \ 2016 AUGUST \ 2016 OCTOBER \ 2016 FY 16\ 17 MILE STO N E S

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1 A N N UA L R E P O RT F Y 1 6\ 17

2 FY 16\ 17 MILE STO N E S JULY \ 2016 National Sales secures Mesa presence in shared Arizona State University and AVNET group business tours Visit Mesa awarded the Arizona Governor s Conference on Tourism - Integrated Marketing Award, recognizing the Fresh Foodie Trail Fox News features Mesa in their 8 Vacation Hot Spots for Treasure Hunters reaching an online readership of 26 million viewers SEPTEMBER \ 2016 Visit Mesa agency, HAPI, unveils new creative digital campaign highlighting Active Family, Fresh Foodie and Adventure Explorer lifestyle brands Communications hosts first group media tour of the new fiscal year, by year-end more than 70 media clients and influencers will experience the destination first-hand on a guided tour Visit Mesa rolls out the red carpet for destination marketing organization colleagues attending the annual DMA West Education Summit & Vendor Showcase; 250 attendees participated in the four-day conference that included a variety of off-site FAM tours throughout Mesa NOVEMBER \ 2016 Simpleview launches Extranet 4.0, Partner Relations begins partner training on new platform Sports Sales helps host first of three Under Armour Baseball Factory events; events continue through January for a total of over 1,300 room nights DECEMBER \ 2016 AUGUST \ 2016 Travel Industry Sales secures enhanced presence with ATI (American Tours International) securing a microsite, destination profile in their Where Next? magazine and digital banners on their home page National Sales develops partnership with Edward Jones, potential of earning more than 3,500 group room nights on an annual basis OCTOBER \ 2016 Southern California direct marketing campaign launches with Expedia, results in 40% increase in year-over-year hotel bookings for same fall break time period Suzanne Keller joins Visit Mesa as new Director of Sports Sales Communications conducts first Facebook Live video, kicks off monthly video series Travel Industry Sales co-sponsors American Cup Golf Tournament targeting 25 international wholesale tour operators Visit Mesa is announced as the next host city at the 2016 US Sports Congress in Ft. Myers, Florida; Considered the most influential group in the youth and amateur sports world, more than 100+ decision makers who represent Rights Holders and Olympic NGB s will experience Mesa firsthand in December 2017 Visit Mesa hosts annual Washington, D.C. National Sales mission targeting the Association segment, efforts result in 5 RFPs for group opportunities in Mesa and 17 meeting planner appointments at Connect D.C. 360-degree videos launched online and were promoted to consumers across digital platform, Viant, one of the world s leading media companies with over 100 influential brands

3 JANUARY \ 2017 Travel Industry Sales conducts Allegiant Reservation Center training, 100+ new agents in attendance British Airways announces expanded service for summer 2017, additional daily flight to/from London offered three times per week Mesa Life Official Visitors Guide published, 30,000 printed copies distributed to Mesa hotels, attractions and mailed to consumers; content highlights Faces of Mesa business owners Communications hosts national media to goat yoga, results in instant national media attention including Mesa features in Cosmopolitan, Glamour and Parade online magazines; more than 25 million media impressions Launched interactive online digital Mesa Life Official Visitors Guide featuring videos with direct links to advertisers MARCH \ 2017 Visit Mesa produces new Sports Planner Guide featuring 30+ sports venues and facilities, debuted at NASC Annual Symposium Visit Mesa features Town of Queen Creek s Roots N Boots Rodeo on VisitMesa.com, a record 1,500 tickets sold resulting in more than $31,000 in revenue Record attendance at Visit Mesa s Annual Spring Training Game Mixer with 71 partners joining us for a Day at the Ballpark Social Media features the Fresh Foodie Trail on Instagram and received 49,225 views/likes within 24 hours Visit Mesa hosts 8 top sports planners for annual Spring Training FAM tour showcasing World Series winners Chicago Cubs and tours of Mesa facilities and hotels National Sales awarded United Methodist Desert Southwest Conference securing summer group business 2019 through 2022, representing the largest multi-year group booking in Visit Mesa National Sales history MAY \ 2017 New Meeting Planner Guide features Mesa hotels, 35+ venues, new Mesa map, meeting planner testimonials and Site & See fly-in program Sports Sales hosts the 2017 NJCAA Men s Division II Golf Tournament and Western Athletic Conference Baseball Tournament at Hohokam Stadium; both tournaments utilize Visit Mesa resources and partners for programming and resulted in 1,650 room nights in a single week Visit Mesa s longest-running Expedia campaign ends resulting in a 23% increase in bookings over the previous year FEBRUARY \ 2017 U.S. Lavender Growers Association Conference hosted in Mesa with 125 lavender growers and 400 room nights and direct expenditures of more than $200,000; attendees experienced 3 tours featuring Fresh Foodie Trail attractions Fresh Foodie Trail Brochure updated to feature DETOURS of Arizona package tours, 12,000 printed copies Visit Mesa s Chicago Cubs Sloan Park Snapchat geo-filter receives 119,559 views on opening weekend Digital Strategies completes Google Analytics training, all search engine research taken in-house to monitor daily web activity and consumer behavior APRIL \ 2017 National Sales hosts the 2017 Astrobiology Science Conference, Visit Mesa s largest city-wide program utilizing Mesa Convention Center, Phoenix-Mesa Marriott and 6 additional Mesa hotels; event attracts 800 attendees, results in 2,000 room nights and an economic impact of $1.2 million USA Today s 10Best.com names Mesa s Fresh Foodie Trail Agritourism at its best While the Valley hosts the NCAA Final Four tournament, Sports Sales invites event managers from the National Association of Intercollegiate Athletics to attend the semi-final and championship basketball games, as well as explore all that is Mesa; Visit Mesa is one of the signature DMO sponsors of the weekend Travel Industry Sales works with European wholesaler, Thomas-Cook Neckermann Reisen, to feature four Mesa hotels in their annual brochure reaching 60,000 German customers JUNE \ 2017 User-generated content featured on VisitMesa.com on both desktop and mobile platforms, real-time social media feeds featured in 10 online galleries New York Magazine features Fresh Foodie Trail reaching 19.8 million online subscribers Visit Mesa Travel App users offered new itinerary-building function directly from their mobile device, all lifestyle-branded itineraries featured under Plan tab

4 EXECUTIVE SUMMARY A BANNER YEAR It was a banner year for Mesa s hotel industry and one for the record books here at Visit Mesa. While we kept a pulse all year long on the Smith Travel indicators, our dynamic sales team recorded an all-time high of 78,114 room nights booked, illustrating to us and our stakeholders that Mesa is in demand. For 14 months, starting back in March 2016, Mesa s hotel performance showed year-over-year gains in all hospitality performance barometers: occupancy, average daily rate (ADR) and revenue per available room (RevPAR). These gains are significant and should be celebrated as we continue to set Mesa apart from other destinations in the Valley; our occupancy alone in the first half of 2017 showed an average increase of 7% over the previous year. These gains are also the measurements Visit Mesa monitors to advocate for future investments in visitor products and services. These investments make visitors yearn to return again and again, creating ambassadors of our destination, our brand, and our authentic Arizona experiences. But, it s just as important to know that any development targeted to an out-of-state visitor is also enjoyed 365 days a year by the residents who proudly call Mesa home. Hotels, golf courses, restaurants, events venues, and attractions all contribute to an incredible quality of life. Booked room nights are up nearly 700% since Visit Mesa rebranded and re-engineered the sales organization in FY 2013 More Visit Mesa records set this banner year include Awarded the Arizona Governor s Conference on Tourism - Integrated Marketing Award, recognizing the Fresh Foodie Trail Booked the largest, multi-year group booking in Visit Mesa National Sales history Double-digit increases in hotel room production on Expedia Saw more than half a million views on Snapchat our first year of implementing this new media stream Served as a host DMO for the NCAA s Final Four Championship And, who could forget our beloved Chicago Cubs winning the World Series for the first time in more than a century! These highlights and more are shared inside. We have proven there is demand for Mesa and the unique experiences we offer that no other destination can claim. Now more than ever, we need the room supply to match the interest Visit Mesa is generating for our destination. We eagerly anticipate the development and completion of new hotel product already proposed over the next 24 to 36 months, and we are hopeful that this will occur in all the major cores of the city including Falcon Field, Superstition Springs, the Elliott Road Technology Corridor and of course, the heart of our city, Downtown Mesa. And, as the new fiscal year begins, you will start to see Visit Mesa doing our part as well to help design and imagine the future of Mesa as we introduce the Mesa Plays advocacy campaign and outreach efforts to bring awareness to the proposed Mesa Youth & Amateur Sports Complex. We will continue to illustrate the need for a multi-purpose facility that will serve as a destination driver, tax revenue generator, bring more jobs, and create an incredible new place-making attraction for which all Mesa residents and visitors can be proud. Sincerely, Marc J. Garcia President and CEO

5 VISIT MESA PERFORMANCE FY17 Production: 78,114 ROOM NIGHTS = $50,596,875 * in Estimated Economic Impact ALL-TIME RECORD City Investment in Visit Mesa in FY 2017: $2,557, or $19.78 for each dollar invested 62,867 78, YEAR HISTORY NUMBER OF BOOKED ROOM NIGHTS 38,612 48,475 43,870 25,035 21,362 17,385 19,561 11, IN FY , VISIT MESA SALES EXPERIENCED A 24% INCREASE IN BOOKED ROOM NIGHTS. NATIONAL SALES SPORTS SALES Bookings: 52 Booked Room Nights: 14,047 # of Visitors: 4,790 Direct Visitor Spend: $6,642,175 Bookings: 90 Booked Room Nights: 26,495 # of Visitors: 15,095 Direct Visitor Spend: $16,539,164 **Visitor expenditures related to sports groups do not include spending by families and fans, only *Source: Destinations International Impact Calculator individual participants in the event and their coaches/staff personnel. Figures tallied reflect business booked by Visit Mesa sales efforts. Not factored into these totals is the consumption by leisure travelers who may have booked Mesa hotels and other Mesa travel experiences (restaurants, retail, attractions, etc.) as a result of Visit Mesa s marketing campaigns.

6 TRAVEL INDUSTRY SALES COMMUNICATIONS Bookings: 75 Booked Room Nights: 37,572 # of Visitors: 14,301 Direct Visitor Spend: $9,964,923 Articles Generated: 440 Earned Media Impressions: 529,695,962 Earned Media Value: $1,233,187 Media Assisted: 213 Media Hosted (FAMs): 74 Influencer Engagements * : 118,985 * Engagements are tracked as a combination of unique views, likes and comments on social media posts featured on Twitter, Instagram, Snapchat and Facebook accounts of our hosted influencers SOCIAL MEDIA VISIT MESA ACCOUNT ACTIVITY VISITMESA.COM Facebook Lifetime Likes: 25,786 Blog Views: 20,890 YouTube Total Lifetime Views: 231,152 Digital Kiosk Page Views: 1,932 Twitter Followers: 8,620 Instagram Followers: 3,925 Instagram Engagement: 23,711 Digital Visitor Guide Views: 1,664 #VisitMesa: 3,814 tags #MesaCityLimitless: 1,281 tags 471,950 Visits 848,783 Page Views 1,032 Travel App Lifetime Downloads Snapchat Views: 525,119 #FreshFoodieTrail: 370 tags PARTNERSHIP Total Partners: 176 Effortless: 128 Effortless Plus: 6 Priceless: 22 Boundless: 13 Limitless: 7 Referrals: 9,182 Revenue Total*: $158,700 *Reflects combined trade and cash contracts 35% OF VISIT MESA S PARTNERSHIP PROGRAM REPRESENTED NEW ACCOUNTS IN FY 16\17

7 DIGITAL MARKETING 36,263,999 TOTAL CAMPAIGN IMPRESSIONS 192,952 TOTAL CAMPAIGN CLICKS 0.53% AVERAGE CLICK-THRU RATE 2,303,035 TOTAL VIDEO VIEWS 42.42% AVERAGE VIDEO VIEW RATE (based on video impressions) Static Ads (Nov Mar. 2017) Impressions: 2,187,950 Clicks: 42,731 Click Thru Rate: 1.95% Video Ads (Feb Mar. 2017) Impressions: 1,412,063 Views: 626,130 View Thru Rate: 44.34% Clicks: 22,673 Click Thru Rate: 1.60% Video Ads (Feb Mar. 2017) Impressions: 144,997 Views: 37,993 View Thru Rate: 26.20% Clicks: 684 Click Thru Rate: 0.47% DoubleClick Display (Nov Mar. 2017) Impressions: 4,600,820 Clicks: 6,910 Click Thru Rate: 0.15% DoubleClick Pre-roll Video (Feb Mar.2017) Impressions: 1,599,164 Views: 1,576,338 View Thru Rate: 98.57% Clicks: 19,364 Click Thru Rate: 1.21% Weather Triggered Display Ads (Jan. 2017) Impressions: 466,620 Clicks: 2,267 Click Thru Rate: 0.49% Millennial Media Mobile Display (Nov Feb. 2017) Impressions: 23,579,617 Clicks: 98,323 Click Thru Rate: 0.42% 360 Engagement Video (Feb Mar. 2017) Impressions: 2,272,768 Views: 62,574 View Thru Rate: 2.75% Engagements: 61,584 Engagement Rate: 2.71%

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