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Objective:

* Measure success of programs and initiatives, including implementation, to ensure significant return on investment for resources provided

* Annual Lodging Market Mix Survey

* Annual tracking of lodging market mix to be completed by March 2010. Results will ONLY be shared with those lodging properties who participate

* Annual Update to Performance Review

* An annual update will be performed in Summer 2010 and will include:

* Increases/decreases in occupancy tax collections

* Number of inquiries generated by outreach efforts

* Changes in tourism product infrastructure (number of lodging properties and

room counts, new attractions, etc.)

* Attendance at attractions

* Advertising, promotion and marketing budget for Mendocino County

compared to standards established by Destination Marketing Association

International (DMAI)

* Research Comparability with the State of California

* Maintain regular contact with the state tourism division and compare current research

findings to those available from the state

* Annual Evaluation point of origin

* To better focus marketing dollars, Staff will perform an annual point of origin

evaluation of our inquiry database by zip code. This data will help us determine

where best to place our marketing and advertising dollars next year

* Leads Analysis

* Analyze leads from advertising to measure return on investment. This includes

specific Website URL’s for all print ads, reader response card requests, banner ad