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02/05/2019 14A Council General Information to\'4\lyy tbxk ik 1 • rl ‘a, ittYlltYlt.\ta. BUSINESS OF THE CITY COUNCIL YAKIMA, WASHINGTON AGENDA STATEMENT Item No. 14.A. For Meeting of: February 5, 2019 ITEM TITLE: Council General Information SUBMITTED BY: Sonya Claar Tee, City Clerk SUMMARY EXPLANATION: 1 . Preliminary Council Agenda 2. City Meeting Schedule 3. Preliminary Future Activities Calendar ITEM BUDGETED: STRATEGIC PRIORITY: APPROVED FOR SUBMITTAL: City Manager STAFF RECOMMENDATION: BOARD/COMMITTEE RECOMMENDATION: ATTACHMENTS: Description Upload Date Type i eneral info 1/ 1/2019 r M rr�c� 2 YAKIMA CITY COUNCIL SPECIAL MEETING February 12, 2019 City Hall --Council Chambers 5 p.m.Affordable Housing 1. Roll Call 2. Affordable Housing 3. Adjournment The next meeting will be a City Council regular meeting on February 19, 2019, at 6 p.m. at City Hall Any invocation that may be offered before the official start of the Council meeting shall be the voluntary offering of a private citizen, to and for the benefit of the Council. The views or beliefs expressed by the invocation speaker have not been previously reviewed or approved by the Council, and the Council does not endorse the religious beliefs or views of this, or any other speaker. A Council packet is available for review at the City Clerk's Office and on-line at www.yakimawa.gov. The City provides special accommodations, such as hearing devices, wheelchair space or language interpreters, for City meetings.Anyone needing special assistance please contact the City Clerk's office at(509) 575-6037 at least two business days prior to the meeting. 3 CITY MEETING SCHEDULE For February 4— 11, 2019 Please note: Meetings are subject to change Monday, February 4 3:30 p.m. Civil Service Commission — Council Chambers 5:00 p.m. Tree City USA Board — Council Chambers Tuesday, February 6 10:00 a.m. County Commissioners— Council Chambers 6:00 p.m. City Council — Council Chambers Thursday. January 17 9:00 a.m. County Hearing Examiner Council Chambers Monday, February 11 8:30 a.m. Pension Boards— 1st Floor Conference Room 5:30 p.m. Community Integration Committee— Council Chambers 4 Office of Mayor/City Council Preliminary Future Activities Calendar Please Note: Meetings are subject to change Meeting Organization Meeting Purpose Participants Meeting Location Date/Time Fri. Feb. 1 8:00 a.m. Sister City Meeting Scheduled Meeting Mendez 2nd Floor Conference Room Mon. Feb. 4 5:00 p.m. Tree City USA Board Board Meetin9 A AN . White_A AA, Council Chambers Tue. Feb. 5 6:00 p.m. City Council Business Scheduled Meeting Council Council Chambers Meeting. Wed. Feb. 6 6:00 p.m. Police Chief Community Public forum Henry Beauchamp forum Communit Center Thur. Feb. 7 1:30 p.m. Yakima County EMS & Scheduled Meeting Funk Yakima County EMS Trauma Care Council 6:00 p.m. Police Chief Community Public forum Harman Center forum — Mon. Feb. 11 8:30 a.m. Pension Board meetings Board Meeting Gutierrez 1st Floor Conference Room Tue. Feb. 12 11:30 a.m. Chamber Board meeting Board Meeting Gutierrez Chamber 5:00 p.m. Council special meeting Scheduled Meeting Council Council Chambers Wed. Feb. 13 10:00 a.m. Bike & Ped Committee Scheduled Meeting White 2nd Floor Conference Room 3:00 p.m, Planning Commission Scheduled Meeting White Council Chambers 5:30 p.m. Parks & Recreation Scheduled Meeting Funk Council Chambers Commission Fri. Feb. 15 10:00 a.m. Yakima Neighborhood Open House 6th Street and Walnut Health Services' Community Resource Center Operl House 4111.00.A Mon. Feb. 18 CITY OFFICES CLOSED 1:30 p.m. I YVCOG Board meeting Board Meeting Hill YVCOG 1 riiis t ,r e t.uppress,on - P stnur re T:'n ne x 401 North Front Street, Yakima, WA 98901 (509) 575-6060 ▪ e prevent', Fax(509) 576-6356 eu ,n kiE COS www.yakimafire.com MEMORANDUM To: Honorable Mayor Coffey and members of the Yakima City Council From: Aaron Markham, Fire Chief Date: January 16, 2019 RE: Information on Regional Fire Authority Council, In recent informal discussions regarding the formation of a Regional Fire Authority (RFA) with local agencies, there was not much interest. I have reached out to the agencies below, which border the city limits of Yakima, and have illustrated their level of interest: Union Gap (No), YCFD#4 (not at this time),YCFD#12 (willing to listen),YCFD#11 and YCFD#10 (likely to follow the lead of the City of Yakima, but they have no personnel or resources to combine) and YCFD#2/ Selah (not at this time). Below is a summary of the historical information from the prior planning process and feasibility study. • January 10, 2011 —A meeting was held with elected officials of Union Gap and Yakima, along with Fire Chief Willson and Fire Chief Steele. Approval was made by both cities to move forward with the study. • Step 2, date uncertain —A meeting was held with all fire agencies with a contiguous border to the cities of Union Gap and Yakima to determine which agencies were interested in participating in the study. Below is a list of all agencies that were invited: ➢ City of Yakima ➢ City of Union Gap ➢ Yakima County Fire District#12 (West Valley) ➢ Yakima County Fire District#4 ( East Valley) ➢ Yakima County Fire District#11 (Broadway) contracted with Union Gap ➢ Yakima County Fire District#10 (Fruitva le) contracted with Yakima ➢ Yakima County Fire District#1 (Highland) ➢ Yakima County Fire District#2 (Selah) "The Yakima Fire Department is dedicated to providing quality public safety services to our community." 2 .,r mis rt ,r e t.uppress,on Pre T :flying nur us a 401 North Front Street, Yakima, WA 98901 (509) 575-6060 e revent A. r Fax(509) 576-6356 kiE COS, ,( www.yakimafire.com At the end of this meeting ONLY four agencies showed an interest in the planning process and feasibility study.The four agencies listed below were confirmed at a meeting in April 2011: ➢ City of Yakima ➢ City of Union Gap ➢ YCFD#11 and YCFD#10 • The next step — A study group made up of elected officials, fire officials, residents, business owners and employees (20 people in total) was formed. • This group met on a regular basis for two years to come up with a well-informed document. They hired ESCI Consulting, at an estimated cost of $22,500, to do a financial analysis that took nearly five more months to complete. • The financial analysis concluded that a Regional Fire Authority was feasible if an ad valorem tax of$1/1000 plus a fire benefit charge were used for the revenue source. Please note: The additional revenue needed to sustain a Regional Fire Authority would be completely borne by the residential and business property owners within the boundaries of the RFA.The benefit charge may be insignificant to some and substantial to others compared to the current tax collection practices.The fire benefit charge is a somewhat complex formula. It is based on the size of a building and how hazardous its contents are. The buildings with the higher hazard pay a proportionately greater fire benefit charged as compared to a less hazardous single family residence. "The Yakima Fire Department is dedicated to providing quality public safety services to our community." MEMORANDUM TO: The Honorable Mayor and Members of City Council Cliff Moore, City Manager FROM: Steve Groom, Finance Department DATE: January 18, 2019 RE: Preliminary 4th Quarter Fund Balance Update This financial update is an unaudited report for the 4th quarter ended December 31, 2018. At this point in time, our system is showing that 2018 city revenues are at 83.7% of budget and expenditures are at 74.2% of budget. Fund Balance improves due to the amount revenues exceeded expenditures as of this point in the closeout of the year. All invoices are likely not yet received and complete accrual analysis is not yet done, so this report is intended as a progress report toward the final audited financials. The Actual 2018 ending Fund Balance is likely to end less favorable than the preliminary 13.8% figure shown below. Staff continues to manage all discretionary expenses, as 2019 begins, exercising caution wherever manageable opportunities arise. Historical, and 2019 Budget, figures are shown for comparison in the table below. City of Yakima General Fund History Actual. Actual Actual Actual Projected Budget 2014 2015 2016 2017 2018. 2019 (001Genera/Fund,003 396 Criminal Justice and 612 Firemens Pension) Beginning Fund Balance 10,069,272 8,846,302 6,885,225 8,264910 8,462,926 9,204,160 Revenues 59,520,257 60,680,228 64,791,.138. 66,210,691 67,576,969 67,436,673 Expenditures (60,743,227} (62641,305) (63,411,453) (66,012,675) (66,835,735) (67,182,593) Ending Fund Balance 8,846,302 6,885,225 8,264,910 8,462,926 9,204,160 9,458,240 14.6% 11.0% 13.0% 12.8% 13.8% 141% Expenses 60,743,227 62,641,305 63,411,453 66,012,675 66,835,735 67,182593 Target% 16.67% 16.67% 16,67% 16.67% 16.67% 16.67% Target$ 10,125,89E 10,442,306 10,570,689 11,004;313 11,141,517 11,199,338 Shortfall (1,279,594) (3,557,081) (2,305,779) (2,541,387) (1937,357) (1,741098) 2 a %, MEMORANDUM 4tr> „' x. TO: Cliff Moore, City Manager FROM: Steve Groom, Finance Department DATE: January 22, 2019 RE: Three-Year Plan to Reach Fund Balance Target This projection is in follow-up to City Council's January 2019 Strategic Plan deliberations. Based on current preliminary estimate for 2018 Actuals and 2019 Budget, if we can achieve savings of $675,000 per year we would arrive at the Policy Target of 16.7% of General Fund expenditures at the end of 2022. As the table below illustrates, this includes a revenue increase forecast of 1% per year. Actual Projected Budget Projected Projected Projected Projected 2017 2018 2019 2020 2021 2022 2023 Be®nning Fund Balance 8,264,910 8,462,926 9,204,160 9,458,240 10,133,240 10,808,240 11,483,240 Revenues 66,210,691 67,576,%9 67,436,673 1.0% 68,111,000 1.0% 68,792,000 14% 69,480,000 14% 70,175,000 Expenditures (66,012,675) (66,835,735) (67,182,593) 0.4% (67,436,000) 1.0% (68,117,000) 1.0% (68,805,000) 1.7% (69,975,000) Savings 198,016 741,234 254,080 675,000. 675,000. 675,000 r. 200,000 r. Ending Fund Balance 8,462,926 9,204,160 9,458,240 10,133,240 10,808,240 11,483,240 11,683,240 12.8% 138% 14.1% 15.0% 15.9% 16.7% 16.7% Expenses 66,012,675 66,835,735 67,182,593 67,436,000 68,117,000 68,805,000 69,975,000 Tartu% 16.67% 16.67% 16.67% 16.67% 16.67% 16.67% 16.67% Target$ 11,004,313 11,141,517 11,199,338 11,241,581 11,355,104 11,469,794 11,664,833 Shortfall (1,541,381) (1,9313S3) (1,/11,(08) (1,108,341) (546,864) 13,141 18,408 In this scenario, achieving a savings of$675,000 in the first year would be the most difficult, as it represents only a 0.4% increase in total expenditures. Once we realize these savings, expenses increasing at the same rate as revenues (each increasing 1%) would achieve the desired result. This is a highly simplified model. Many revenue and expense components will each affect the outcome and will certainly deviate from projection. Nevertheless, this is proposed as a management tool to achieve a policy target and the ability to achieve seems to rely on the first year. 2406 W. Washington Ave, Suite B Yakima, Washington 98903 (509) 575-6149 (509) 575-6185 FAX To: Cliff Moore, City Manager CC: Ana Cortez, Assistant City Manager From: Robert K. Peterson, Airport Director Date: 1/17/2019 Re: Air Service Development Marketing Program The Yakima Air Terminal -McAllister Field provides convenient air service to the Yakima Valley through Alaska Airlines. In 2013, the City of Yakima took proactive measures by placing air service development as a priority and began developing a FLYYKM marketing program to expand the airport's air service. Through providing local funds and contracting with an air service consultant the City hosted a series of air service development meetings throughout the community to discover an interest in supporting the program. Additionally, the City conducted a passenger survey which identified 73% of the passenger area catchment was either driving to Seattle or Pasco airport due to the long layover periods at Seattle - Tacoma International Airport. Furthermore, the City held a meeting with Alaska Airlines and determined the need to increase ridership to support a forth flight to Seattle to effectively mitigate the long layout times. In 2014, the City launched the FLYYM marketing program advertising the convenience of air travel and the opportunity to avoid inclement weather traveling over Snoqualmie pass. Initially the community's reception of the convenient air service was positively received by an immediate increase in passenger ridership. During this timeframe, City officials applied for a Small Community Air Service Development Grant with the Department of Transportation in order to amplify the marketing program. In 2015, the City was successful in receiving the grant in the amount of $290,000 to market additional air service to Seattle with Alaska Airlines. These funds along with the community's support was instrumental as in 2015 Alaska Airlines announced a fourth flight to Seattle as passenger ridership surpassed 75% full. The business and leisure and continued to have a positive impact on the local economy. Since the launch of the program the airport has witnessed an increase of 35,193 passengers or 31 % in passenger ridership as illustrated in Graph 1: 2007-2018 Yakima Air Terminal -McAllister Field Passenger Ridership. This increase in ridership provides a direct correlation the FLYYKM marketing program has been successful within the community. 1 Air Service Challenges Throughout 2017 and into early 2018, the airline industry faced a nationwide epidemic of pilot shortage which crippled airline schedules and caused numerous flight cancellations. Alaska Airlines wasn't immune to this problem and caused Yakima's schedule to fluctuate between two and four flights per day. In early 2018 the airline gained control through a hiring increase of pilots and has since reinstated the full flight schedule. Furthermore, as Seattle -Tacoma International Airport expands its facilities and rehabilitates it's ageing infrastructure to meet increased passenger demands has caused a ripple effect on the airport's 2018 passenger ridership. During these construction activities, numerous airlines including Alaska were forced to delay or cancel flights causing Yakima passengers to seek alternative modes of transportation. Both scenarios have resulted in passengers hesitating from flying out of Yakima and have caused passenger ridership to become stagnant. Part of the airport's 2019 air service goals are to reevaluate marketing efforts and update the passenger survey conducted in 2013 to identify future air service growth. Marketing efforts are being shifted from convenience of travel to focusing on Alaska Airlines fare sales and flexible travel yielding lower airfare. Furthermore, the airport is developing a FLYYKM alliance that identifies businesses within the community willing to support the potential for additional air service through an alternative destination. Financial commitment through a form of Minimum Annual Guarantee will be required to attract additional air service and many communities have witnessed success from this program. Total Passengers 2018-2007 Graph 1: 2007-2018 Yakima Air Terminal -McAllister Field Passenger Ridership *Dark purple indicates initial development of FLYYKM Marketing Program Enclosures: 2016-2018 Annual Marketing Reports 2 d :2018 2&17 kJ 2016 tibi 2015 2014 ■2O13 CLIENT: FLY YKM PROJECT: 2016 YTD MEDIA RECAP DATE: DECEMBER 22, 2016 Television Page 3 o KAPP-ABC o KIMA o KUNW o Charter Cable Radio Page 6 o Townsquare Media o Radio Yakima o Casa o Bustos Print Page 7 o Yakima Magazine o BOLD TYPE o El Sol Outdoor Page 11 o Lamar/Metro 4 locations Digital/Social Page 12 o Facebook advertising o Programmatic marketing/Fare Sales Sponsorships Page 14 o Pippins Everyday Sales Page 14 Airport Boarding Page 15 103 North 3rd Street, Suite 1 Yakima, WA 98901 MARKETING STRATEGY Increase the amount of people flying in and out of the Yakima airport, by increasing awareness of the airport and the convenience it provides rather than the commute to Seattle for travel. Key Messages: • Avoid construction • Avoid poor weather • Start your vacation earlier • Avoid long lines at the airport • Prices are lower than you think DEMOGRAPHICS English and Spanish speaking Adults 18-54 in the Greater Yakima area. 2016 MEDIA BUDGET: 2016 Budget Allocation S180,000 103 North 3rd Street, Suite 1 Yakima, WA 98901 TELEVISION - 2016 YTD MEDIA RECAP Because passenger air travel is strong through the holidays and slows during spring and summer months, we began Q1 with an aggressive radio and television campaign to encourage flights for spring and summer. Our focus again was on cost and convenience. We also hoped for a halo effect that would carry us through the slower television viewing months of spring and summer. TV - Ql/Q2 Total Weeks Paid Spots Non -Paid Spots Total Spots Reach Frequency CPM KIMA KNDO KAPP Charter KUNW - Univision 9 8 6 100 100 200 88,500 350 188 538 336,700 114 114 228 92,000 6 600 0 600 9 92 92 184 6.1 7.7 $4.24 $27.51 Yakima - 59,949 Subscribers - 39.8% Penetration #1 Hispanic Network in US. Local ratings unreliable. 103 North 3rd Street, Suite 1 Yakima, WA 98901 KIMA TV — 200 SPOTS 100 PAID / 100 NO CHARGE BROADCAST WEEKS) OF NUMBER OF WEEKS DAY(S) TIME PERIOD PROGRAM Jan 4, 18 7 M-F 6:30 a - 7a News Feb 1, 15, 29 M-F 3p - 4p Dr. Phil Mar 7, 14 M-F 4p-5p JJudy M-F 6p - 6:3-p Ac News M-F 6:30p - 7p Inside E M - Su 5a - 5a ROS April 5 2 M-F 6:30 a - 7a News April 18 M-F 3p - 4p Dr. Phil M-F 4p - 5p J Judy M-F 6p - 6:3-p News M-F 6:30p - 7p Inside E M - Su 5a - 5a ROS KNDO TV ®538 SPOTS 350 PAID / 188 NO CHARGE BROADCAST WEEKS) OF NUMBER OF WEEKS DAY(S) TIME PERIOD PROGRAM Jan 11, 25 6 M-F 5a - 7a Early News ROT Feb 8,22 M-F 5p - 6p Yakima News Mar 7, 21 M-F 6:30 - 8p Wheel/Jeop M-Su M-Sa 8 - 11p Su7-11p PRIME ROT M-F 9a - 3p Day ROT M - Su 1a - 1a ROS April 4 2 M-F 5a - 7a Early News ROT April 18 M-F 5p - 6p Yakima News M-F 6:30 - 8p Wheel/Jeop M-Su M-Sa 8 - 11p Su7-11p PRIME ROT M-F 9a - 3p Day ROT M - Su 1a - 1a ROS 103 North 3rd Street, Suite 1 Yakima, WA 98901 KAPP TV - 228 SPOTS 114 PAID /114 NO CHARGE BROADCAST WEEK(S) OF NUMBER OF WEEKS DAY(S) TIME PERIOD PROGRAM Jan 11, 25 6 M-F 7a - 9a Good Morning America Feb 8,22 M-F 9a - 10a LIVE Kelly & Michael Mar 7, 21 M-F 7 - 8p ET/Insider ROT M-F 1p - 5p DAY ROT M - Su la -la NON Profit Match ROS KUNW/UNIVISION TV - 184 SPOTS 92 PAID / 92 NO CHARGE BROADCAST WEEK(S) OF NUMBER OF WEEKS DAY(S) TIME PERIOD PROGRAM Jan 4, 18 7 M-F 6a - 7a La Rosa de Guadalupe (Novela) Feb 1, 15, 29 M-F 3p - 4p Despierta America Mar 7, 14 M-F 6p - 6:30p Local News M-F 7p - 11p PRIME ROT M - Su 5a - 5a ROS April 5 2 M-F 6a - 7a La Rosa de Guadalupe (Novela) April 18 M-F 3p - 4p Despierta America M-F 6p - 6:30p Local News M-F 7p - 11p PRIME ROT M - Su 5a - 5a ROS 103 North 3rd Street, Suite 1 Yakima, WA 98901 CHARTER CABLE TV - 600 SPOTS 300 PAID / 300 NO CHARGE BROADCAST WEEK(S) OF NUMBER OF WEEKS DAY(S) TIME PERIOD PROGRAM Jan 4 & Jan 18 6 M-Su 4p - 12m History Feb 1, 15 Discov Feb 29, Mar 14 ESPN ESPN Dep Telemun Travel RADIO - 2016 YTD MEDIA RECAP Our approach to radio advertising was to run stronger in Q1 and Q2, to encourage people to book for flights during the slower spring and summer months. Also as summer approaches, radio becomes a less reliable way of reaching consumers as they spend more time out doors, vacationing, and taking time off. We picked up radio again in the fall with everyday sales with a specialized focus on low cost of flights. RADIO Total Weeks Paid Spots KIT, KFFM, KDBL, KATS KXDD 8 8 515 Non -Paid Spots Total Spots Reach Frequency CPM 528 1043 149,100 22.3 148 149 297 361,100 23.3 $7.51 $10.80 KARY 8 148 149 297 301,944 16.8 $7.20 Bustos Media - KXLY Casa Media - KLES, KMNA 11 8 190 190 380 30,300 19.2 $6.62 178 168 346 Local ratings unavailable 103 North 3rd Street, Suite 1 Yakima, WA 98901 RADIO YAKIMA: KXDD, KARY — JAN 4, 18 / FEB 1,15, 29/ MAR 14 / APR 5, 18 BONUS: 3-month Web Banner both stations 298 No Charge Spots TOWNSQUARE MEDIA: KFFM, KIT - JAN 4, 18 / FEB 1,15, 29/ MAR 14 / APR 5, 1E1 KATS - JAN 4, / FEB 1, 29 / APR 5, 18 KDBL - JAN 18 / FEB 15 / MAR 14 / APR 5, 1E1 BONUS — On air contests. 528 No Charge Spots CASA MEDIA: KMNA '<LES — JAN 11, 25 / FEB 8, 22/ MAR 7, 14 / APR 5, 18 BONUS — HOURLY SPONSOR Announcement and tag at top and bottom of hour. 168 No Charge Spots BUSTOS MEDIA: KZTA - JAN 4, 11, 18 / FEB 1, 8, 15, 29/ MAR 7, 14 / APR 5, 18 190 No Charge Spots PRINT - 2016 YTD MEDIA RECAP an TOTAL READERSHIP COST PER READERSHIP .ttn TOTAL SPENT To better utilize print media at a reasonable cost, we opted to advertise in the local specialty publications rather than the daily newspaper. The specialty publications reach our specific demographic better and at a lower overall cost. These publications also retain a longer shelf live than the daily newspapers. 103 North 3rd Street, Suite 1 Yakima, WA 98901 PRINT 2016 ADS Delivered EL SOL Yakima Magazine BOLD TYPE 4 36 17,000 Reaches about 33 percent of the Hispanic population Weekly — those who primarily speak Spanish at home 27100 Total audience of 27,100 individuals. Distributed , 5 Printed within the YHR to homes in higher demographic neighborhoods. 24,500 Distributed within the Yakima Herald Republic and Homes thus goes to 24,500 homes quarterly. YAKIMA HERALD REPUBLIC SPECIAL PUBLICATIONS Insertion Date NUMBER OF WEEKS Publication Jan - Dec 2016 Thursdays 3x/Month 36 El Sol May 13 1 Bold Type Aug 19 1 Bold Type Nov 16 1 Bold Type Jan 7 1 Yakina Mag March 23 1 Yakima Mag April 20 1 Yakima Mag May 18 1 Yakima Mag June 22 1 Yakima Mag Aug 24 1 Yakima Mag 103 North 3rd Street, Suite 1 Yakima, WA 98901 0 BOLD TYPE - BANNER EL SOL AD - 1/2 PAGE EVITE EL PASE ... Ahora ofrecen cuatro vue o, diarios desde Yakima. FIyYKM.com 103 North 3rd Street, Suite 1 Yakima, WA 98901 YAKIMA MAGAZINE - JAN FULL PAGE - 000 *** 11 Now offering four daily flights out of Yakima. FlyYKM corn 103 North 3rd Street, Suite 1 Yakima, WA 98901 n OUTDOOR - 2016 YTD MEDIA RECAP To allow for more flexibility and reduce costs, we opted for digital billboards throughout the area. This allows for multiple creative to rotate with different messages and also allows an opportunity to advertise short-term fare sales with the ability to be more responsive to posting and removing creative. OUTDOOR 2016 ADS MEDIA/STYLE Impressions (52 weeks) CPM METRO Ourdoor - W. Valley Mall Blvd / Lowe's METRO Outdoor - E Nob Hill & S. lst St Facing East LAMAR Outdoor - Nob Hill & S. lst St LAMAR Outdoor - N lst & 'I' Streets Daily Daily 356,980 1,413,516 Daily Poster/Digital 1,249,404 Daily Poster/Digital 1,925,404 Permanent Bulletin/Digital Permanent Bulletin/Digital $4.05 $1.02 $0.98 $0.64 ELECTRONIC BILLBOARDS: ALL BOARDS ROTATE FOLLOWING ADS. Fare sale creative is inserted during fare sale promo periods METRO LAMAR East Nob Hill Blvd W/O S. 1st Nob Hill & South lst W. Valley Mall Blvd E/O Longfibre Road North 1st & "I" Streets 103 North 3rd Street, Suite 1 Yakima, WA 98901 1 1 FACEBOOK ADVERTISING - 2016 YTD MEDIA RECAP We believe Facebook and digital advertising is a strong tool for the Fly YKM campaign and reaching our younger audiences—millennial's in particular. Again it offers us a great deal of flexibility for changing creative for fare sales and short- term flight sales, and reaches audience wherever they are. 1 .A6,6 TOTAL IMPRESSIONS 56,596 TOTAL CLICKS $P 7,7 COST PER CLICK 11.1 111 TOTAL SPENT SALE FARES FROM ONE WAY* ,kPpit 'Valid From: Yakima. .TraVel Behaves 4f1W1 and 5/25/10, Adv.. Pad.. 21 days. Day/Time Availability Tuesday, Wednesday, Saturday. Fare is one way. Bag tees apply for checked baggage, formoredetailo, visit alaskaairsorn. 103 North 3rd Street, Suite 1 Yakima, WA 98901 1 DIGITAL - 2016 YTD MEDIA RECAP TOTAL IMPRESSIONS )4311 3-MIN ON SITE fv. TOTAL CLICKS TO SITE 3 PAGE VIEWS 6 CLICKS TO BOOK A FLIGHT i.„,C,55 TOTAL SPENT EMAIL UPDATES/SIGN UPS We utilized AD TAXI - Magellan for digital programmatic marketing. Magellan is an exclusive algorithm that powers contextual digital display advertising. It sets up to five key point indicators to identify new audiences for our ads based on their online behaviors. FARE SALES - 2016 YTD MEDIA RECAP While we advertised all fare sales that matched our demographic, we did decline a few that we felt would not appear to offer incentives above some of the everyday flight sales prices. We feel the fare sales in general are a strong tool to engage new audiences —especially those who have the misconception that it is much more expensive to fly out of Yakima than to drive to Seattle directly. We supported fare sales through digital ads, digital billboards and radio: • February: Yakima to Las Angeles • March: Yakima to Las Vegas • May: Yakima to San Jose • August: Yakima to San Francisco • December: Yakima to Salt Lake FARE SALES - INSERTED IN ONLINE PROGRAMMATIC AND ELECTRONIC BILLBOARDS DURING FARE SALE PROMOTIONAL PERIODS. SAMPLES FROM FEBRUARY AND MARCH FARE SALES. SALE FARES FROM YAKIMA TO LAS VEGAS ONE WAY DEPENDING ON DE ..._.....IN-N BOOK BY MARCH 7 103 North 3rd Street, Suite 1 Yakima, WA 98901 1 0 SPONSORSHIPS: PIPPINS Investment: $2,845 Impressions: 41,255 CPI: $0.07/impression The Pippins welcomed 41,255 fans through the gates at The Orchard this summer, an average of 1,330 per night over 31 regular -season home games. The 41,255 fans this season is an increase of more than 6 percent over 2015. Our sponsorship agreement included the following: • 3' (w) x 4' (h) Stadium Concourse sign, paid placement next to Cold Beer stand • 200x200 pixel Web Ad • Video board slide/PA announcement in Top of 4th Inning EVERYDAY SALES The focus highlighted astonishingly low, one-way ticket prices to various cities and the attractions, events, and celebrations at those destinations. Creative consisted of live or live -recorded Di promotions of costs for flight to specific locations on a specific date, just from regular searches of the Alaska site. These promotions were scheduled to air at the same time each week. Most were repeated twice a day on their scheduled day. 103 North 3rd Street, Suite 1 Yakima, WA 98901 1 A Townsquare Media - Fly Away Fridays KATS — KDBL "The Bull" — KFFM — KIT YTD 80 Spots 40 paid / 40 no charge Radio Yakima — Where We Goin' Wednesdays KXDD — KRSE "The Hawk" — KARY "Cherry FM" YTD 56 Spots 24 paid / 32 no charge Bustos Media — Fly! Don't Ride KZTA — Live Interviews and live read segments YTD 48 Spots 24 paid / 24 no charge YTD YAKIMA AIRPORT REPORTING YTD November 2016 Arrivals Horizon: 63,294 Charters: 876 TOTAL: 64,170 Horizon Load Factor: 70% YTD November 2016 Departures Horizon: 65,270 Charters: 997 TOTAL: 66,267 Horizon load factor: 72% In October 2015, Alaska added a forth flight to the Yakima airport. Because of the increase in capacity, load factors in 2016 were decreased from 2015, however have been steadily increasing. The number of passengers flying in and out of Yakima, however, has remained higher than 2015 totals. 103 North 3rd Street, Suite 1 Yakima, WA 98901 8,000 7,500 7,000 6,500 6,000 5,500 5,000 4,500 4,000 3,500 YKM Horizon Passengers 4<' 4S`:k —M-2016 Arrivals 2016 Departures —M-2015 Arrival2015 Depa ures 103 North 3rd Street, Suite 1 Yakima, WA 98901 90.0% 85.0% 80.0% 75.0% 70.0% 65.0% 60.0% YKM Horizon Load Factors \)\'' tz,(' le d(Z\i \„\\ \-\\s \)° 0 <<1 2016 Arrivals —M-2016 Departures c,( ‘' *\ —M-2015 Arrivals —4-2015 Departures SUMMARY The Yakima airport load factors impacted by the addition of the forth flight in 2015 have continued to grow in 2016. Our goal in 2017 is to reach load factors of 75% for both inbound and outbound flights. We believe the advertising has had a positive impact on the increase in passenger flights —especially the Fare Sale and Everyday Sale campaigns. We intend to increase the Everyday Sales through Q1/Q2 2017. We will continue messaging cost, and convenience, though we'll be adding in messaging regarding the Virgin merger and remaining consistent with Alaska's corporate messaging. We will shift our digital advertising strategy to target clicks rather than conversions. We also plan to open the criteria to serve ads to individuals that may have already made clicks or conversions —currently we've limited that capability, but with the smaller geographical area, our success is in repeat customers. We believe the Fly YKM brand has grown and provides us better value for our advertising dollars, which will allow us to use our current budget more strategically in the coming year. 103 North 3rd Street, Suite 1 Yakima, WA 98901 1 7 FLY YKM 2017 - Media Budget Media Jan Feb March April May June July Aug Sept Oct Nov Dec TOTAL Radio - 19% TS2 $1,088 $1,632 $1,632 $1,632 $1,088 $1,088 $1,088 $1,088 $1,088 $1,088 $1,088 $13,600 Rad Yak $650 $1,029 $975 $921 $650 $650 $650 $650 $650 $650 $650 $8,123 Bustos $438 $657 $657 $657 $438 $438 $438 $438 $438 $438 $438 $5,478 Print - 12% Yakima Magazine $911 $1,100 $722 $911 $911 $4,556 El Sol $947 $947 $947 $947 $947 $947 $947 $947 $947 $947 $947 $10,413 Billboard - 37% Lamar $4,296 $4,392 $4,392 $4,296 $4,488 $4,392 $4,392 $4,392 $4,392 $4,392 $4,392 $4,392 $52,608 DIGITAL/FB - 20% Google Display/Pre-Roll $609 $978 $155 $1,738 $1,743 $1,533 $978 $978 $978 $1,533 $1,533 $1,533 $14,289 Facebook $833 $833 $1,297 $1,389 $1,389 $1,389 $833 $833 $833 $1,389 $1,389 $1,389 $13,797 DESIGN/ADMIN 12% 1 I Field Group Design & Acct Admin $840 $2,665 $1,020 $1,080 $1,045 $1,080 $840 $840 $840 $1,080 $1,080 $1,080 $13,490 Digital Management $120 $120 $120 $120 $120 $120 $120 $120 I $120 I $120 $1,200 Everyday Deals $270 $360 $360 $360 $360 $360 $360 $360 $360 $1,800 Fare Sale $240 I $240 $480 I TOTAL $6,579 $11,990 $12,160 $14,204 $14,023 $11,997 $11,557 $11,797 $10,646 $11,997 $11,997 $12,237 $139,833 2017 Budget $140,000 Placed to Date -$139,833 Remaining Budget $167 FIELD GROUP... RADIO We are continuing to run twice a week on Townsquare, Radio Yakima, and Bustos radio. PRINT e ran in El Sol in the month of February. Yakima Magazine began in March. Los precios pueden varlar dependiendo de a disponibilidad y algunas restricciones pueden aplicarse, O9 96 17 0 RD STREET, SUIT '(4K MA# 01 FEL G thefieldgroup.net BILLBOARD Artwork of billboard below that ran in February and received approximately 285,306 impressions. YAKIMA TO MARCH ONE-WAY FARES AS LOW AS FLYYKM.COM DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather then clicks on the ads to the website. Below is a highlight of both the Everyday Sales digital ads and the Fare Sales. Google Display February Digital for Everyday Sales (2/1 - 2/21, 2/28) 423,846 impressions 480 clicks on the ad Facebook February Digital for Everyday Sales (2/1 - 2/28) 25,665 impressions 1,311 clicks on the ad Engagement 26 total comments on the ad 65 people shared the ad on Facebook 69 people liked Fly YKM Facebook page after seeing this ad Google Display February Digital for the Fare Sale (2/22 - 2/27) Salt Lake: 91,657 impressions / 45 clicks on the ad San Diego: 24,814 impressions / 20 clicks on the ad Reno: 28,688 impressions / 14 clicks on the ad TOTAL 145,159 impressions / 79 clicks on the ad 509 965 7 0 1 ,)RD STREET. SUITE YAK M 4, 901 FIELD GROUP... t hefie dgroup.net RADIO Starting in March, we began to run three times a week on Townsquare, Radio Yakima, and Bustos radio. Attached is a look at one of the on -air reads from Townsquare in March. Destination information is changed three times a week for each spot. Below is a sample of the copy points sent in March: If I were go online right now and check out fares, 1 can find some great deals right out of Yakima. See what you might find for your next trip. 1. Experience the wonder of the Grand Canyon this spring with all the wildflowers blooming! One-way flights to Phoenix, AZ as low as $111 2. Headed back east? Take the trip you've been dreaming of and find one-way flights out of Yakima to New York, New York for as low $168! 3. Enjoy the beauty of Mexico! Visit Cabo San Lucas, Mexico in April with one-way flights right out of Yakima as low as $211! Fares can always change based on availability and some restrictions apply. Check out Fly Y-K-M.com to learn more. It's cheaper than you think. N RD STREET, SUITE YAK A, WA 98901 FIE G PRINT We ran in both El Sol and Yakima YAKIMA A WARS EN ABRIL EMPIEZAN A SOLO FLYYK CO *Los precios pueden variar dependiendo de la disponibilidad y pueden aplicar algunas restricciones. agazine in arch. thefieldgroup.net S VEGAS - 4 la *".••••••••,..„:i!int. •11.• BILLBOARD Below is the billboard that ran in March and received approximately 285 306 impressions. YAKIMA TO Fares can chan ONE-WAY FARES AS LOW AS d on availability and some restricbons may apply FLYYKM .COM VEGAS 509.965 7 0 ,)RD STREELSUITE YAK M A, 901 FIE G DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather then clicks on the ads to the website. February digital was strong that promoted travel in March. We did see a drop in engagement for March and are looking at destination as a possible reason for the low digital engagement. April is shaping up to be a strong month though with Google display already doubling March's numbers in just the last 7 days. Below is a highlight of the Everyday Sales digital and social ads. Google Display March Digital for Everyday Sales (3/1 - 3/31) 42,301 impressions 35 clicks on the ad Google Spanish Video March for Fly YKM Brand (3/1 - 3/31) 3,716 impressions 473 views Facebook March Digital for Everyday Sales (3/1 - 3/31) 45,986 impressions 1,879 clicks on the ad Engagement 55 total comments on the ad 97 people shared the ad on Facebook 116 new people liked Fly YKM Facebook page after seeing this ad thefieldgroup.net LAS VEGAS APRIL ONE-WAY FARES AS LOW AS *Terms apply See site for details F TYKM.COM 509 965 7 0 ,)RD STREET. SUITE YAK M 4, 901 FIELD GROUP... APRIL PRIMARY EVERYDAY SALE Yakima to Los Angeles May one-way fares as low as $99. t hefie dgroup.net RADIO Starting in March, we began to run three times a week on Townsquare, Radio Yakima, and Bustos radio. April impressions = 417,090. Destination information is changed three times a week for each spot. Below is a sample of the copy points sent in April: If I were go online right now and check out fares, 1 can find some great deals right out of Yakima. See what you might find for your next trip. 1. Zip down to San Francisco, California for some sweet California sunshine this May with one-way flights out of Yakima for as low as $122! 2. Looking for a fun escape for a weekend getaway? Check out one-way fares to Las Vegas, Nevada right out of Yakima for as low as $103! 3. Did you know you can fly right out of the country to Guadalajara, Mexico from Yakima for as low as $131 this May? If you've been thinking of traveling, don't miss this great opportunity! Fares can always change based on availability and some restrictions apply. Check out Fly Y-K-M.com to learn more. It's cheaper than you think. N RD STREET, SUITE YAK A, WA 98901 F G up thefieldgroup.net PRINT We ran in both El Sol and Yakima Magazine in April. April impressions = 44,100 YAKIMA TO LOS ANGELES MAY ONE-WAY FARES AS LOW AS FLYYK .COM • *'** *Fares can change based on availability, and some restrictions may apply. YAKIMA A LOS ANGELES VIAJES EN MAYO EMPIEZAN A SOLO FLYYKM.COM *Los precios pueden variar dependiendo de la disponibilidad y pueden aplicar algunas restricciones. 509.965 7 0 103N 3RD STREET, SUITE YAKIMA, WA 98901 FIELD GROUP... t hefie dgroup.net BILLBOARD Below is the billboard that ran in April and received approximately 280,524 impressions. IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD ❑ 2,387 average daily impressions ❑ 71,616 total impressions Location Description: N 1ST WL 247' N/O I ST ❑ 4,465 average daily impressions ❑ 133,968 total impressions Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd ❑ 1,249 average daily impressions ❑ 37,470 total impressions Location Description: Nob Hill Blvd S/L 265' w/o 1st St ❑ 1,249 average daily impressions ❑ 37,470 total impressions YAKIMA TO LOS ANGEL Fares can change based on availability and some restrictions may apply, FLYYKM .COM N RD STREET, SUITE YAK A, WA 98901 FIELD GROUP... DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather then clicks on the ads to the website. April digital was strong and will see the results with May travel. Below is a highlight of the Everyday Sales digital and social ads. Google Display March Digital for Everyday Sales (4/1— 4/30) 414,391 impressions 502 clicks on the ad Google Spanish Video March for Fly YKM Brand (4/1— 4/30) 4,510 impressions 557 full -video views 8 clicks to the Fly YKM website Facebook March Digital for Everyday Sales (4/1— 4/30) 44,928 impressions 4,372 clicks on the ad Engagement 9 total comments on the ad 13 people shared the ad on Facebook 42 new people liked Fly YKM Facebook page after seeing this ad t hefie dgroup.net LOS ANGELES Terms See site for details PY� N RD STREET, SUITE YAK A, WA 98901 FIELD GROUP... MAY PRIMARY EVERYDAY SALE Yakima to Orlando June one-way fares as low as $221. thefie dgroup.net RADIO In May was the last month that we ran three times a week on Townsquare, Radio Yakima, and Bustos radio. May total radio impressions was 417,090. Destination information is changed three times a week for each spot. Below is a sample of the copy points sent in May: If I were go online right now and check out fares, I can find some great deals right out of Yakima. See what you might find for your next trip. 1. You've heard that Yakima is the Palm Springs of Washington, but did you know that you can fly to Palm Springs in California right from Yakima's airport? Have fun in paradise! Look for one-way fares for as $161 July! 2. Las Vegas is only a plane ride away. Hop over to Vegas and relax with world- famous entertainment and dining! Check out one-way flights for as low as $112 July! 3. From fireworks to festivals, Chicago, Illinois is the place to be this July! Always wanted to visit this iconic city? Now you can! With one-way fares for as low as $201 in July! Fares can always change based on availability and some restrictions apply. Check out Fly Y K-M. cam to learn more. It's cheaper than you think. Air checks attached from some of the radio on -air reads. N RD STREET, SUITE YAK A, WA 98901 FIELD GROUP thefieldgroup.net PRINT We ran in both El Sol and Yakima Magazine in April. April impressions = 44,100 YAKIMA TO JUNE ONE-WAY FARES AS LOW AS FLYYK COM *Fares can change based on availability, and some restrictions may apply. YAKIMA A 11, FLYYK COM *Los precios pueden variar dependiendo de la disponibilidad y pueden aplicar algunas restricciones. OR .... ' .,,:... .....,i 509.965 7 0 1/ 103 N 3RD STREELSUIT YAKYAKtMA, WA 98 01 FIELD GROUP... BILLBOARD The billboards that ran in May received approximately 416,220 impressions. IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD • 2,024 average daily impressions • 62,756 total impressions Location Description: N 1ST WL 247' N/O I ST • 7,148 average daily impressions • 221,596 total impressions Location Description: Valley Mall Blvd N/L 775' e%o Longfibre Rd • 1,249 average daily impressions • 27,748 total impressions Location Description: Nob Hill Blvd S/L 265' w/o 1st St • 1,249 average daily impressions • 104,120 total impressions Fares can change based on i it and some restrictions may apply. FLYYKM .COM N RD STREET, SUITE YAK A, WA 98901 FIELD GROUP... t hefie dgroup.net DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather then clicks on the ads to the website. May digital was strong and will see the results with June travel. Below is a highlight of the Everyday Sales digital and social ads. Google Display May Digital for Everyday Sales (5/1 - 5/31) • 385,307 impressions • 318 clicks on the ad Google Spanish Video May for Fly YKM Brand (5/1 - 5/31) • 4,321 impressions • 612 full -video views Facebook May Digital for Everyday Sales (5/1 - 5/31) • 172,027 impressions • 2,857 clicks on the ad • Engagement 4 total comments on the ad 14 people shared the ad on Facebook 31 new people liked Fly YKM Facebook page after seeing this ad *Terms appis& See site for details. FLYYKM.COM N RD STREET, SUITE YAK A, WA 98901 FIELD GROUP... Fly YKM ore June one-way fares as law as $221 YAKIMA TO ORLANDO *Terms apply. See site for details. Fly YKM. Yak mats best way to travel! The Yakima Valley offers numerous options for travel outside of the area. But the simplest and easiest is our own Yakima Air Terminal. Like 111 Comment ,r# Share Book Now O9 96 17 0 RD STREET, SUIT '(4K MA# 01 JUNE - FLY YKM ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS JUNE PRIMARY EVERYDAY SALE: Yakima to Bozeman July one-way fares as low as $164. RADIO In June, we ran twice a week on Townsquare and Bustos radio, and once a week on Radio Yakima radio. June total radio impressions were 417,090. Destination information is changed each week for each spot. Below is a sample of the copy points sent in June: If I were to go online right now and check out fares, I can find some great deals right out of Yakima. See what you might find for your next trip. Looking for a fun trip that's a short flight away? Visit Old Sacramento's historic district that harkens back to the Gold Rush era, with wooden sidewalks and wagon rides. Kids and adults love the Railroad Museum, plus you can visit the zoo! Look for one-way flights to Sacramento, California for as low as $117 this August! If you are looking for a special trip, look no further than Mexico City. See Aztec temples, discover remnants of the Spanish conquistadors, and visit the Frida Kahlo museum & the historic murals of Diego Rivera! A trip you'll never forget! Visit Mexico City for as low as $205 this August! Los Angeles has everything! The beach, business opportunities, Hollywood, incredible dining, and of course, Disneyland! Check out one-way flights to L.A. for as low as $106 this August! Fares can always change based on availability and some restrictions apply. Check out Fly Y-K-M.com to learn more. It's cheaper than you think. Click icon below to hear an aircheck from the month of June: PRINT For print, we ran in only El Sol in June, as there is no Yakima Magazine issue in June. June total print impressions was 17,000. YAKIMA A BOZEMAN VIAJES EN JULIO EMPIEZAN A SOLO FLYYKM.COM *Los precios pueden variar dependiendo de la disponibilidad pueden aptaplicar algunas s ri io. s. BILLBOARD The billboards that ran in June received approximately 654,027 impressions. YAKIMA TO BOZEMAN JULY ONE-WAY FARES AS LOW AS *Fares can change based on availability, and some restrictions may apply FLYYKM.COM IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD • 3,649 average daily impressions • 109,479 total impressions delivered Location Description: N 1ST WL 247' N/O I ST • 13,442 average daily impressions • 403,261 total impressions delivered Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd • 991 average daily impressions • 29,730 average impressions delivered Location Description: Nob Hill Blvd S/L 265' w/o 1st St • 3,719 average daily impressions • 111,557 average impressions delivered DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather than clicks on the ads to the website. June digital was strong and will see results with July travel. Below is a highlight of the Everyday Sales digital and social ads. Fly YKM July one-way fares as low as $184 'YAKIMA TO BOZEMAN • Like Page JULY ONE-WAY FARES AS LOW AS *Terms apply_ site far detats FLYYKM.COM *]enns apply. See site for details. Fly YKM. Yakima's best way to travel! The Yakima Valley offers numerous options for travel outside of the area. But the simplest and easiest Is our own Yakima Air Terminal. Book Now *W. Google Display June Digital for Everyday Sales (6/1 - 6/30) • 357,922 impressions • 474 clicks on the ad Facebook June Digital for Everyday Sales (6/1 - 6/30) • 140,532 impressions • 2,818 actions: engagement, clicks, or conversions Engagement 14 total comments on the ad 10 people shared the ad on Facebook 50 new people liked Fly YKM Facebook page after seeing this ad JULY - FLY YKM ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS JULY PRIMARY EVERYDAY SALE: Yakima to GUADALAJARA August one-way fares as low as $192. RADIO In July, we ran twice a week on Townsquare and Bustos radio, and once a week on Radio Yakima radio. July total radio impressions were 417,090. Destination information is changed each week for each spot. Below is a sample of the copy points sent in June: If I were to go online right now and check out fares, I can find some great deals right out of Yakima. See what you might find for your next trip. Have you always wanted to see the sights in our nation's capital? September is a beautiful time to visit. Walk to your hearts' content and see the Lincoln Memorial, the Washington Monument, the White House, and don't miss the Smithsonian! Check out one-way flights from Yakima to Washington, D.C. for as low as $207 in September! Check out Lollapalooza, the Chicago Jazz Festival, or wander through exciting street fairs —you can visit Chicago, Illinois in August and find one-way fares for as low $192 right out of Yakima! Always wanted to visit this iconic city? Now you can! Experience the wonder of Monterey Bay's famous aquarium, walk the Old Fisherman's Wharf, and savor seafood fare like you've never had before. One-way flights to Monterey, California for as low $112 in August! Fares can always change based on availability and some restrictions apply. Check out Fly Y-K-M.com to learn more. It's cheaper than you think. Click icon below to hear an aircheck from the month of July: PRINT For print, we ran both in El Sol and Yakima Magazine in July. July total print impressions was 44,100. Yakima Magazine: 27,100 impressions YAKIMA TO AUGUST ONE-WAY FARES AS LOW AS FLYYKM.CO *Fares can change based on availability, and some restrictions may apply, El Sol: 17,000 impressions YAKIMA A FLYYKM.CO *Los prectos pueden vartar dependiendo de a disponibilidad y pueden apticar algunas restrirciones. GUADALAJA BILLBOARD The billboards that ran in July received approximately 654,027 impressions. AUGUST ONE-WAY FARES AS LOW AS *Fares can change based on availability, and some restrictions may apply. FLYYKM .COM IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD • 3,649 average daily impressions • 109,479 total impressions delivered Location Description: N 1ST WL 247' N/O I ST • 13,442 average daily impressions • 403,261 total impressions delivered Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd • 991 average daily impressions • 29,730 average impressions delivered Location Description: Nob Hill Blvd S/L 265' w/o 1st St • 3,719 average daily impressions • 111,557 average impressions delivered DIGITAL FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather than clicks on the ads to the website. June digital was strong and will see results with July travel. Below is a highlight of the Everyday Sales digital and social ads. Fly YKM August one-way fares as low as $192' YAKIMA TO GUADALAJ Terms apply. See site for details. Fly YKM. Yakima's best way to travel! The Yakima Valley offers nuinerous options for travel outside of the area, But the simplest and easiest is our own Yakima Air Terminal, Book Now 26953 people reached Like Comment Share 00 Adriana Virgen Santana, Dotores Ramos and 145 others Chronological • 53 shares YAKIMA TO AUGUST ONE-WAY FARES AS LOW AS *Terms appty See site ty FLYYKM.COM Google Display July Digital for Everyday Sales (7/1 — 7/31) • 263,313 impressions • 397 clicks on the ad • 0.15% click-thru-rate (average click thru rate is 0.08%) Facebook July Digital for Everyday Sales (7/1 — 7/31) • 91,779 impressions • 967 actions: engagement, clicks, or conversions Engagement o 23 total comments on the ad o 51 people shared the ad on Facebook o 71 new people liked Fly YKM Facebook page after seeing this ad PRIMARY EVERYDAY SALE: Yakima to Los Cabos September one-way fares as low as $200. RADIO In August, we ran twice a week on Townsquare and Bustos radio, and once a week on Radio Yakima radio. Destination information is changed each week for each spot. Below is a sample of the copy points sent in June: If I were to go online right now and check out fares, I can find some great deals right out of Yakima. See what you might find for your next trip. See the Golden Gate Bridge in the glow of autumn! Ride the trolley and visit the beautiful historic district of San Francisco! See it for yourself, with one-way flights to San Franciso, California for as low as $88 in September. Check out Austin's famed music scene and enjoy cooler nights this fall. If you've been wanting to experience Tex-Mex cuisine and great bands of all genres, look for one-way flights to Austin, Texas for as low as $146 in September! Take a trip to Mexico's second largest city, Guadalajara, Mexico! See breath- taking buildings, enjoy mariachi bands and traditional folk dancers, and stroll through beautiful parks and city squares. Check out one-way fares for as low as $186 in September. Fares can always change based on availability and some restrictions apply. Check out Fly to learn more. It's cheaper than you think. PRINT For print, we ran in El Sol in August El Sol: 17,000 impressions YAKIMA A VIAJES EN SEPTIEMBRE EMPIEZAN A SOLO 20 0 FLYYKM COM *Los precios pueden variar dependiendo de la disponibilidad y pueden aplicar algunas restricciones. LOS C • BILLBOARD The billboards that ran in August received approximately 293,895 impressions: YAKIMA TO SEPTEMBER ONE-WAY FARES AS LOW AS *Fares can change based on availability, and some restrictions may apply, FLYYK COM IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD • 2,450 average daily plays • 75,858 total plays delivered Location Description: N 1ST WL 247' N/O I ST • 4,616 average daily impressions • 143,097 total impressions delivered Location Description: Valley Mall Blvd N/L 775' e%o Longfibre Rd • 1,249 average daily impressions • 37,470 average impressions delivered Location Description: Nob Hill Blvd S/L 265' w/o 1st St • 1,249 average daily impressions • 37,470 average impressions delivered DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather than clicks on the ads to the website. August digital was strong and will see results with September travel. Below is a highlight of the Everyday Sales digital and social ads Google Display August Digital for Everyday Sales (8/1 — 8/31) • 435,317 impressions • 359 clicks on the ad SEPTEMBER ONE-WAY FARES AS LOW AS *Terms apply. See site for details. *Terms apply. See site for € et llsv FLYYKM.COM # # # Facebook August Digital for Everyday Sales (8/1 — 8/31) • 27,809 impressions • 647 actions: engagement, clicks, or conversions Engagement Q 13 total comments on the ad Q 14 people shared the ad on Facebook Q 25 new people liked Fly YKM Facebook page after seeing this ad y Fly YKM rine September one-way fares as low as $200* YAKIMA TO LOS CABOS Terms apply. See site for details. Fly YKM. Yakima's best way to travel! The Yakima Valley offers numerous options for travel outside of the area. But the simplest and easiest is our own Yakima Air Terminal. Book Now SEPTEMBER - FLY YKM ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS PRIMARY EVERYDAY SALE: Yakima to Los Angeles September one-way fares as low as $74. RADIO In September, we ran twice a week on Townsquare and Bustos radio, and once a week on Radio Yakima radio. Destination information is changed each week for each spot. Below is a sample of the copy points sent in September: If I were to go online right now and check out fares, I can find some great deals right out of Yakima. See what you might find for your next trip. Looking for a fun trip that's a short flight away? Visit Old Sacramento's historic district! And both kids and adults love the Railroad Museum! Look for one-way flights to Sacramento, California for as low as $103 this September! Extend summer and take a trip to San Diego! Whether you go for the sandy beaches, the zoo, or to experience the Mexican culture in historic Old Town, there's something for everyone! Watch for one-way flights as low as $108 this September! Visit the Big Apple in the perfect weather of September! Check out Central Park, Broadway, and Times Square! Fly right out of Yakima and take the trip of a lifetime! See New York with one-way fares for as low as $151! Fares can always change based on availability and some restrictions apply. Check out Fly Y-K-M.com to learn more. It's cheaper than you think. PRINT For print, we ran in El Sol and Yakima Magazine in September. September total print impressions was 44,100: Yakima Magazine: 27,100 impressions El Sol: 17,000 impressions YAKIMA A LOS ANGELES VIA,TES EN OCTUBRE EMPIEZAN A SOLO FLYVKM.COM *Los pre pileden optical atpunos rtriiot � r S can change based on avail.ityt BILLBOARD The billboards that ran in September received approximately 241,085 impressions: IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD 2,183 average daily plays 65,507 total plays delivered Location Description: N 1ST WL 247' N/O I ST 3,332 average daily plays 99,983 total plays delivered Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd 1,249 average plays per day 37,470 estimated plays delivered Location Description: Nob Hill Blvd S/L 265' w/o 1st St 2,242 average plays per day 38,125 estimated plays delivered DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather than clicks on the ads to the website. September digital was strong and will see results with October travel. Below is a highlight of the Everyday Sales digital and social media ads. Google Display September Digital for Everyday Sales (9/1 — 9/30) 523,850 impressions 656 clicks on the ad YAKIMA TO OCTOBER ONE-WAY FARES AS LOW AS "Terms apply. e site # r details. FLYYKM.COM *Terms apply, See site for details. FLYYKM.COM *Terms apply. See site for detail FLYYKM.COM Facebook September Digital for Everyday Sales (9/1 —9/30) ❑ 32,339 impressions ❑ 1,158 actions: engagement, clicks, or conversions Engagement ❑ 20 total comments on the ad ❑ 25 people shared the ad on Facebook ❑ 50 new people liked Fly YKM Facebook page after seeing this ad Fly YKM ponsored September one-way fares as low as $74* YAKIMA TO LOS ANGELES *Tees apply. See site for details. flyY Nit Like Book Now Comment *Share • OCTOBER - FLY YKM ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS OCTOBER PRIMARY EVERYDAY SALE: Yakima to New York one-way fares as low as $148 in November. BILLBOARD The billboards that ran in October received approximately 273,770 impressions. NOVEMBER ONE-WAY FARES AS LOW AS *Fares can change based on availability, and some restrictions may apply. FLYYKM .COM IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD • 2,511 average daily impressions • 67,973 total impressions delivered Location Description: N 1ST WL 247' N/O I ST • 5,515 average daily impressions • 101,526 total impressions delivered Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd • 1,249 average daily impressions • 37,470 average impressions delivered Location Description: Nob Hill Blvd S/L 265' w/o 1st St • 3,718 average daily impressions • 66,801 average impressions delivered DIGITAL FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather than clicks on the ads to the website. October digital was strong and will see results with November travel. Below is a highlight of the Everyday Sales digital and social ads. Google Display Digital for Everyday Sales (10/1 — 10/31) • 202,869 impressions • 153 clicks on the ad Facebook Digital for Everyday Sales (10/1 — 10/31) • 61,803 impressions • 774 actions: engagement, clicks, or conversions Engagement E 16 total comments on the ad • 21 people shared the ad on Facebook • 31 new people liked Fly YKM Facebook page after seeing this ad YAKIMA TO NOVEMBER ONE-WAY FARESASLOWAS fly VKM rob 2 !is" November one-way fares as low as $148* YAKIMA TO NEW YORK Terms*Termsapply, See site for details. Yakima's Best Way to Travel on FLY YKtvt F.' Y IL 22067 people reached arj Like cComment Share Jeny Nash, Sylvia Peters and 95 others 20 Shares Book Now Chronological 14 1:10 rly *Terms apply. Zee site for detail:. FLYYKM.COM DECEMBER - FLY YKM ADVERTISING CREATIVE AND MEDIA HIGHLIGHTS DECEMBER PRIMARY EVERYDAY SALE: Yakima to San Francisco one-way fares as low as $78 in January. BILLBOARD The billboards that ran in December received approximately 537,971 impressions. NFRA CIS 0 'Fares can change based on availability, and some restrictorm may apply. FLYYKM.COM IMPRESSIONS BY BOARD Location Description: S 1ST ST & E NOB HILL BLVD • 2,511 average daily impressions • 85,327 total impressions delivered Location Description: N 1ST WL 247' N/O I ST • 5,515 average daily impressions • 229,850 total impressions delivered Location Description: Valley Mall Blvd N/L 775' e/o Longfibre Rd • 1,249 average daily impressions • 37,470 average impressions delivered Location Description: Nob Hill Blvd S/L 265' w/o 1st St • 3,718 average daily impressions • 185,324 average impressions delivered DIGITAL / FACEBOOK We are not necessarily looking to increase visits to the FLY YKM website, but instead our goal is to increase passenger traffic through the Yakima airport. With that said, we are optimizing for more impressions (views) of the digital ads, rather than clicks on the ads to the website. Below is a highlight of the Everyday Sales digital and social ads. Google Display & Facebook Digital Ads for Everyday Sales (11/1 - 11 /30) • 385, 217 impressions • 1, 295 actions: engagement, clicks, or conversions Facebook Engagement • 74 post reactions • 10 total comments on the ad • 17 people shared the ad on Facebook • 36 new people liked Fly YKM Facebook page after seeing this ad JANUARY RY ONE-WAY FARES AS LOW AS *Terms apply. See site for debits. FLYYKM.COM Fly YKM 2018 Marketing Report Radio, Sponsorships, Outdoor, Digital/Social Marketing Strategy Use existing creative to reduce the number of hours and funds spent on developing new creative and messaging, with a focus on everyday fare sales. Creative was updated each month to focus on popular places people travel for a low cost to make sure it was an eye-catching deal. Goal To promote outgoing flight travel for end of the year via the Yakima Airport Target Audience • Yakima upper and lower valley • Adults 18-54 • Sub -Audience: Hispanic demographic Budget Allocation (Primarily Oct - Dec) 24% Billboards — $6,250 5% Sponsorships — $1,184 17% Radio — $4,352 19% Design & Admin — $4,770 35% Digital — $8,985 Competitors • Tri-Cities Airport • Airport shuttle • Car rentals • Seattle Airport Challenges Short turnaround time to promote FIELD GROUP 509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901 Radio Through radio, we were able to market twice a week through on -air chatter, talking about the everyday fare sales. This messaging was used on the top local stations such as 107.3 KFFM, 99.3 KIT, 94.5 KATS, 92.9 The Bull, 104.1 KXDD, 100.9 Cherry FM, The Hawk 105.7, 96.9 KZTA & 98.7 KMNA (Spanish). October 2018 • Stephens Media Group: KXDD and KARY — 74 spots • Townsquare Media: KFFM, KDBL, and KATS — 88 spots • Bustos Media: KZTA — 44 spots November 2018 • Stephens Media Group: KXDD and KARY — 40 Live read spots • Townsquare Media: KFFM, KDBL, and KATS — 40 Live read spots • Bustos Media: KZTA & KMNA — 30 spots Sponsorships Print sponsorship opportunities were evaluated on a case -by -case basis, depending upon the expected audience each publication would reach. Given the limited reach and relatively expensive placement costs, print sponsorships were not a significant portion of the 2018 campaign. Chamber Buyer's Guide — January 2018 Civil Air Patrol Magazine — November 2018 Yakima Valley Tourism Guide — 2019 GET THERE FASTER FLYYKM.COM FIELD GROUP 509.965.1780 • 103 N 3RD STREET, SUITE 1 • YAKIMA, WA 98901 Outdoor Billboards are an effective outdoor medium when they are in a populated or heavy traffic location. We placed Fly YKM creative on billboards located on Valley Mall Boulevard, on Nob Hill and 1st Street, and 1st and I Street. These locations receive heavy traffic, especially during the commuting hours. These boards are digital, which allows us to avoid the expensive and slow production process involved with traditional vinyl boards, and lets us update creative monthly to match the everyday fare sales being promoted through other media. October 2018 — December 2018 YAKIMA TO LOS ANGELES DE EMBER ONE-WAY FARES AS LOW AS 'Fares can change based on availability: and some restrictions may apply. FLYYKM .COM FE RU RY ONE-WAY FARES AS LOW AS Fares cart ban based on availability and some re s 'ictions may apply. FLYYKM .COM FIELD GROUP 509.965.1780 • 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901 Digital & Social Social media marketing and Google Ads have become more effective than ever with the new parameters and provided reporting that allow us to target specific audiences. These ads were updated on a monthly basis to consistently showcase the best everyday fare sales deals available. Facebook Targeting: • Genders: All • Ages: 19-65 • Interests: Business travel, commuters, frequent travelers • Locations: Ellensburg, Naches, Prosser, Selah, Tieton, Toppenish, Wapato, Yakima SEATT rr rrr r ry F'EBRUARY ONE-WAY E KONA SOS A IGE E *Terms apply. See site for details_ YAKIMA TO LOS CABOS DE EMB R ONE-WAY FARES AS LOW AS *Terms appiyr.. See site for details_ FLYYX M COM DECEMBER ONE-WAY FAR ES.A LOW AS 'Terms apply. site for details. YAKIMA A WAIFS EN FEBRERO EMPIEZAN SOLO in al,s restinns ti :a ►er e l les_ FIELD GROUP 509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901 Digital & Social Campaign Reports (October 1, 2018 - December 31, 2018) Campaign Clicks Impressions CTR Avg. CPC Cost CPM October 2018 Display 7,047 1,192,660 0.59% $0.28 $2,000 $1.68 November 2018 English 4,279 643,312 0.67% $0.23 $1,000 $1.55 November 2018 Spanish 2,539 276,372 0.92% $0.39 $1,000 $3.62 December 2018 English 3,098 424,253 0.73% $0.19 $592.50 $1.40 December 2018 Spanish 1,692 140,868 1.20% $0.35 $592.50 $4.21 Total 18,655 2,677,465 0.70% $0.28 $5,185 $1.94 Campaign October 2018 Clicks 932 Impressions 653,470 CTR 0.14% Avg. CPC $1.61 Cost $1,500 CPM $2.30 November 2018 English 1,315 82,046 1.60% $0.48 $640.65 $7.81 November 2018 Spanish 1,088 94,124 1.16% $0.58 $640.65 $6.81 Black Friday English 20 1,761 1.14% $1.29 $25.85 $14.68 Black Friday Spanish 23 2,611 0.88% $1.12 $25.85 $9.90 Cyber Monday English 74 5,632 1.31% $1.13 $83.50 $14.83 Cyber Monday Spanish 76 8,856 0.86% $1.10 $83.50 $ 9.43 December 2018 Spanish 297 57,344 0.52% $1.35 $400 $6.98 December 2018 English 293 48,166 0.61% $1.37 $400 $8.30 Total 4,118 954,010 0.91% $0.92 $3,800 $3.98 CTR = Click -through rate: the percentage of people who saw versus clicked on the ad CPC = Cost per click: the cost for one person to click on the ad and go to the website CPM = Cost per thousand: the cost for 1,000 people to see the ad Impressions: the number of times the ad was seen FIELD GROUP 509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901 Yakima Air Terminal Airlines Boarding Report 2018 Departures Alaska Airlines Charters Total Total to Date Alaska Airlines # of Flights Alaska Airlines Load Factor January 6,828 181 7,009 7,009 116 77.5% February 5,370 0 5,370 12,379 82 86.2% March 6,459 221 6,680 19,059 113 75.2% April 5,769 79 5,848 24,907 110 69.0% May 5,906 123 6,029 30,936 110 70.6% June 5,954 0 5,954 36,890 106 73.9% July 5,757 154 5,911 42,801 111 68.2% August 5,382 140 5,522 48,323 103 68.8% September 4,915 234 5,149 53,472 89 72.7% October 5,565 91 5,656 59,128 94 77.9% November 5,762 87 5,849 64,977 106 71.5% December 6,711 108 6,819 71,796 116 76.1% TOTAL 70,378 1,418 71,796 1256 74% Alaska Airlines Charters Total Total to Date Alaska Airlines # of Flights Alaska Airlines Factor January 6,564 130 6,694 6,694 115 75.1% February 5,464 50 5,514 12,208 81 88.8% March 6,547 74 6,621 18,829 113 76.2% April 5,751 226 5,977 24,806 110 68.8% May 6,103 123 6,226 31,032 111 72.3% June 5,750 0 5,750 36,782 106 71.4% July 5,709 155 5,864 42,646 111 67.7% August 5,458 139 5,597 48,243 103 69.7% September 4,552 85 4,637 52,880 86 69.6% October 4,892 240 5,132 58,012 91 70.7% November 5,333 87 5,420 63,432 100 70.2% December 6,471 106 6,577 70,009 113 75.3% TOTAL 68,594 1,415 70,009 1240 73% FIELD GROUP 509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901 Sun Country Xtra Airways Swift Air Total Total to Date January 51 130 181 181 February 181 March 74 147 221 402 April 79 79 481 May 481 June 481 July 154 154 635 August 140 140 775 September 234 234 1,009 October 91 91 1,100 November 87 87 1,187 December 108 108 1,295 TOTAL 536 759 1,295 Sun Country Xtra Airways Swift Air Total Total to Date January 130 130 130 February 50 50 180 March 74 74 254 April 79 147 226 480 May 480 June 480 July 155 155 635 August 139 139 774 September 85 85 859 October 91 149 240 1,099 November 87 87 1,186 December 106 106 1,292 TOTAL 536 756 1,292 Q400 - Seating *Sun Country operated by Allegiant FIELD GROUP 509.965.1780 103 N 3RD STREET, SUITE 1 YAKIMA, WA 98901 7,500 7,000 6,500 6,000 5,500 5,000 4,500 f 2017 Arrivals 2018 Departures YKM Alaska Airlines Passengers ..'" c)()<0- cb 4, 4° o 2017 Departures 2018 Arrivals YKM Alaska Airlines Load Factors 2017 Arrivals f2017 Departures ..2018 Arrivals 2018 Departures FIELD GROUP 509.965.1780 • 103 N 3RD STREET, SUITE 1 • YAKIMA, WA 98901