1. Lights up on La Jolla: Where American Theatre is Born

5. Cultural Tourism Marketing Plan Targeting: Los Angeles/Orange County and the San Francisco Bay Area Total Impressions: 2,466,500

6. 100% of TMD funds will be spent on marketing to cultural tourists A 1.4 AdvertisingImpressions LA Times Culture Monster Ad550,000 LA Times Online Entertainment Arts & Culture105,000 LA Times Postcard Insert50,000 New York Times Regional Performing Arts Banner1,300,000 Performances Magazine - 3 months at the Hollywood Bowl200,000

7. Marketing will include a “call to action” directing readers to the TMD hotels page on the La Jolla Playhouse website A 1.5 AdvertisingImpressions Direct Mail – Hunchback35,000 Direct Mail – Second City35,000 Email Campaign – Hunchback26,250 Email Campaign – Second City26,250

8. Historical Attendance for Fall Musicals 2009-2013 Average Tourist Attendance = 20% PRODUCTION # TOURISTS % TOURISTS Side Show (2013)4,77922% Yoshimi Battles the Pink Robots (2012)4,96120% Jesus Christ Superstar (2011)4,17615% Limelight: The Story of Charlie Chaplin (2010) 5,10822% Bonnie & Clyde (2009)4,38219%

9. TMD HOTEL ROOM NIGHTS HUNCHBACK OF NOTRE DAME SECOND CITY TOTAL Pre-funding1,379157.51,536.5 Additional with funding 437.578.75516.25 Total1,816.5236.252,052.75 Total TMD hotel revenue: $294,898.06 Total ROI: 11.7:1 La Jolla Playhouse ROI Based on a conservative estimate of 35% of tourists staying in TMD hotels with 30 or more rooms