2014 Annual Report Presentation Erica Hummel, CEO

June 29, 2015

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2014 Annual Report Overview

Destination Development

Market Development Visitor Services Financials

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Destination Development

Industry Training Programs Hosted First Annual Tourism Symposium & AGM (May 2014) Facilitated WorldHost Customer Service Training

• Fundamentals (12 Workshops; 116 participants)

• Remarkable YOU! (9 Workshops; 181 participants)

• Trained 4 additional team members to be certified trainers

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\ WORLD OST®

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• ' TRAIN ING SERVICES

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Destination Development

Stakeholder Communications Launched quarterly B2B e-newsletter (98 subscribers) Local media covered 4 TPG success stories CEO made 4 presentations to stakeholder groups

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Destination Development

Multi-business packages Completed pilot project

Outdoor Adventure Product Development

Initial meetings with 5 outdoor adventure operators Partnering with Community Futures to identify ways to develop this sector

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Destination Development

Aboriginal Tourism Product Development Sponsored representative to attend Aboriginal Tourism BC Conference Worked with local First Nations to improve the content of the Visitor Guide, including a Welcome from the Chief Hosted First Nations carver at the Visitor Centre

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Market Development

Maintain Tourism Product Inventory Updated listings on Northern BC Tourism’s regional app Completed audit of takeonpg.com content and updated events, restaurants and retail shop listings. Revised content on Destination BC’s Prince George page.

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Market Development

Prince George Visitor Guide Added eight pages of content to 2015 edition, including Canada Winter Games, the City’s Centennial, arts, dining, parks and Lheidli T’enneh welcome letter

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Market Development

Tourism Websites Revised takeonpg.com to support fall/winter campaign, including new content for 2015 Canada Winter Games Worked with agency to optimize search as part of fall/winter campaign Launched digital kiosk initiative

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Market Development

Partner with Destination BC Revised images, video and copy on hellobc.com Stakeholders invited to attend Destination BC’s Corporate Strategy information session, hosted in Prince George

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PRINCE GEORGE

Market Development

Promotion in Key Markets Advertised in Northern BC Tourism Guide Partnered programs included BC Culture Guide, Angler’s Atlas and BC Backroad Mapbook Ran two “TakeOnPG” digital marketing campaigns with the fall/winter campaign extending through to the end of the Games

• 42% increase in traffic to TakeOnPG.com • 21% increase in traffic to TourismPG.com • 27% increase in Facebook Likes • 235% increase in Twitter Followers

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Market Development

Consumer Shows and Events

Attended 23 events, with a total of 11,370 consumer interactions

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Market Development

Image Bank and Web Videos Shot 17 web videos Collected impactful images from community photographers for 2015 Visitor Guide

Media Relations (including social media) Completed summer blog campaign Supplied story starters to media relations team for the Games Increased Facebook likes by 27% (total 9495)

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Market Development

Cultural Festivals & Events

Implemented Event Sponsorship Program Identified and worked with targeted cultural events to increase marketing efforts

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Market Development

Sport Tourism Attended/sponsored 13 test events for the Games Continued to build relationships with user groups, PSOs and NSOs Provided support to groups in the bid process Developed itineraries for sport groups

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Market Development

Meetings & Conventions Completed Meetings and Conventions Strategic Business and Marketing Plan Hired new position: Manager, Meeting & Convention Sales Completed pilot: Sales Partnership Program, resulting in four conference venues participating

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Welcome to Prince George - A Natural Meeting Place Prince George Is lhe hub o1 northern Bnti:sh Columbia, a natural meeting pl11ce lor rfvers, highways. and •· m0$1 tmportandy - poople! Tl'lfs Uufvln,g city Ofter$ exeeotioftll l v,1..,., unpar311t'9d outooor tect1tetion, •~ an the comforts and ame-nltles necessary to host an unforgettable ewnL You'll be surprised when you discover fusl how mud1 Prlnco George has lo Offer.

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Visitor Services

Overall visitor numbers at Visitor Centre location:

2014 total: 17,598 2013 total: 16,767

Trade Show and Event Outreach:

2014 total: 11,370 2013 total: 8,400

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Financials

Revenues 2014 2013

City of Prince George 327,000 327,000

Hotel Room Tax 790,262 740,399

Other 151,591 208,139

Total Revenues 1,268,853 1,275,538

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Financials

Expenses 2014 2013

Operating 287,213 269,212

Salaries 429,594 446,362

Marketing 687,933 528,073

Total Expenses 1,404,740 1,243,647

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Financials

Statement of Operations

2014 2013

Revenues 1,268,853 1,275,538

Expenses 1,404,740 1,243,647

Revenues over Expenditures (before Other Income)

(135,887) 20,088

Other Income 3,142 (19,107)

Revenues over Expenditures

(132,745) 981

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