City Council and TBID - Joint Strategic Planning Workshop

TWENTYNINE PALMS CITY COUNCIL AND TOURISM BUSINESS IMPROVEMENT DISTRICT JOINT WORKSHOP Twentynine Palms Community Center Freedom Plaza 6547 Freedom Way Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org Monday, October 30, 2023 STRATEGIC PLANNING WORKSHOP AGENDA Unlocking the Potential of Twentynine Palms: A Strategic Tourism Discussion 5:00 P.M. – 7:00 P.M. CALL TO ORDER Pledge of Allegiance. Twentynine Palms City Council Roll Call. Twentynine Palms TBID Roll Call. OPENING REMARKS AND WELCOME - MCARTHUR WRIGHT, CITY OF TWENTYNINE PALMS MAYOR PUBLIC COMMENTS This is the time for the public to address the City Council on issues within the jurisdiction of the City Council that are NOT on this agenda. All comments are to be directed to the City Council and shall not consist of any personal attacks. Members of the public are expected to maintain a professional, courteous decorum during their comments. There is a time limitation of three minutes per person. If you haven’t already done so, please fill out name and address slips and give them to the City Clerk. The City Council is prohibited by State law from taking action or discussing items not included on the printed agenda. Public comments on specific agenda items will be deferred until consideration of the item on the agenda. INTRODUCTION NEW DEAL HOSPITALITY - BEVEN BUNCH, CEO & SARA BECKSTEAD, VP - BRAND DEVELOPMENT & PARTNERSHIPS PRESENTATION: TWENTYNINE PALMS TBID OVERVIEW Page 1 of 16 DISCUSSION ITEMS 1. TBID Structure + Objectives Discussion around the initial intention of TBID, the current organizational structure, and its established objectives. Opportunity for public comment. *Public Question: Do you feel this organizational structure and TBID's objectives set a foundation for its success in upcoming fiscal years? 2. TBID Budget 5 - 16 Overview of the current budget allocations for '23-24' with details. Opportunity for public comment. *Public Question: Are TBID budget allocations aligned with expectations for investment in tourism and destination marketing? Visit 29 Palms TBID Marketing Plan & Budget FY 23-24 3. Tourism Pillars of Focus Overview of the areas of focus within tourism that fall under TBID purview. Opportunity for public comment. *Public Question: Does the community agree with the areas of focus under the Tourism Pillars? 4. Marketing Strategy Overview of the current marketing plan. Opportunity for public comment. *Public Question: What are marketing strategies that you have seen in other cities that you found interesting and effective? 5. Success Metrics Description of current metrics and discussion of potential future established metrics. Opportunity for public comment. *Public Question: What are 1-2 realistic success metrics you feel would best inform you of the tourism growth and success? 6. Events Overview of intention for launching a signature event in Twentynine Palms. Opportunity for public comment. *Public Question: What kinds of events do you feel would best deliver on the TBID's statement objectives and Tourism Pillars? PROGRAM END - CLOSING REMARKS: MCARTHUR WRIGHT, CITY OF TWENTYNINE PALMS MAYOR NETWORKING AND INFORMAL DISCUSSIONS (OPTIONAL) Page 2 of 16 ADJOURNMENT It is the intention of the City of Twentynine Palms to comply with the Americans with Disabilities Act in all respects. If you are a person with a disability who requires a disability-related modification or accommodation in order to participate in a meeting, including auxiliary aids or services, please request such modification or accommodation from the City Clerk at (760) 367- 4890 (facsimile). Notification at least 48 hours prior to the meeting will enable the City to make reasonable arrangements to assure accessibility to the meeting. Please advise us at the time whether you will require accommodations to participate in meetings on a regular basis. Any person affected by any application on this agenda may submit their concerns in writing prior to the meeting or appear in person and be heard in support or opposition to the proposal at the time the matter is considered on the agenda. The staff reports, applications and environmental documents may be viewed at either the office of Community Development or the office of the City Clerk, 6136 Adobe Road, from 7:00 a.m. until 6:00 p.m. Monday through Thursday, except legal holidays. The Invocation is given per Policy 10-01, and does not reflect the views of the City but rather is an expression of speech by a private citizen making the presentation. Telephone inquiries may be made at (760) 367-6799. If you challenge any agenda issue in court, you may be limited to raising only those issues that you or someone else raised at the public meeting described in this notice, or in written correspondence delivered to the City of Twentynine Palms at, or prior to, the public meeting. This notice of agenda is hereby certified to have been posted on or before 5:00 p.m., October 26, 2023. Cindy Villescas CMC, City Clerk Time/Date Page 3 of 16 Page 4 of 16  Visit 29 Palms Twentynine Palms Tourism Business Improvement District 2023-2024 Tourism Marketing Plan & Budget Presented by the Tourism Business Improvement District Advisory Board: Chair, Rakesh Mehta Vice Chair, Nalini “Ash” Maharaj Boardmember, Heidi Grunt Boardmember, Patricia Knight Boardmember, Maria Madrid 7/20/2023 Page 5 of 16  TABLE OF CONTENTS EXECUTIVE SUMMARY…………………………………………………………………………3 Tourism Business Improvement District Overview Destination Market Overview SWOT Analysis MARKETING STRATEGY………………………………………………………………………..5 Branding and Positioning Destination Pillars Target Markets Content Creation Event Development Groups, Meetings, and Retreats Sustainable Travel Visitor Services MARKETING PROGRAMS…………………………………………………………………….7 Digital Marketing Website Paid Search Digital Display Social Media Email Marketing Print Advertising Airport & Out-of-Home Bloggers/Influencers Partnerships & Co-Ops FAM Tours Goals, Metrics, KPI’s CITY OF 29 PALMS VISITOR CENTER…………………………………………....……….….9 ADMINISTRATION…………………………………………………………………….…….….9 BUDGET………….…………………………………………………………………………….10 TBID ASSESSEMENT REVENUE RESULTS..…………….…………………………………….11 2 Page 6 of 16 EXECUTIVE SUMMARY Visit 29 Palms Tourism Business Improvement District Overview Branded as Visit 29 Palms, the Twentynine Palms Tourism Business Improvement District (TBID) was established in October 2017, with the purpose and goal of increasing awareness, interest, and positioning of the city as a premier travel destination, and to execute creative destination marketing programs to drive tourism. The Visit 29 Palms TBID operates under the Parking and Business Improvement Area Law of 1989 and is formed through a public-private partnership between the City of Twentynine Palms government and the lodging operators and owners within the district. The district is defined by the city’s incorporated boundary and includes all lodging properties within it, including hotels, motels, RV resorts, and short-term vacation rentals, excluding lodging properties aboard the Twentynine Palms Marine Base. Funded entirely by the revenue generated by the self-assessed 1.5% TBID assessment levied across the lodging properties in the district, Visit 29 Palms executes creative tourism marketing activities and initiatives throughout the year to build interest and awareness for the city as a travel destination, and to drive overnight room demand. Destination Market Overview Twentynine Palms is small and rural incorporated city in the County of San Bernardino, located along the southeastern range of California’s Mojave Desert that welcomes over 800,000 overnight visitors annually. The city is the proud home of Joshua Tree National Park Headquarters, historic Oasis of Mara, brand-new park Visitor Center, and main north park entrance. It is recognized as the official gateway community to the newly designated Mojave Trails National Monument through a unique MOU agreement with the Bureau of Land Management and is also the proud home of the Twentynine Palms Marine Corps Air Ground Combat Center which was established in 1952. Leisure travel and tourism to Twentynine Palms is primarily driven by visitation to Joshua Tree National Park, which now welcomes over 3 million annual visitors a year. With visitation to the National Park surging and the COVID-19 pandemic shifting travel trends and consumer traveler preferences, the city and the Morongo Basin region have seen rapid growth in the short-term vacation rental market, and emerging trends in alternative lodging such as airstreams and glamping style accommodations while traditional hotel inventory levels have remained unchanged. Post-pandemic travel motivation is much more centered around discovering off-the-beaten path and lesser-known destinations and driven by the desire to reconnect – with each other, and the world around us. These shifting trends have favored small and rural destinations like Twentynine Palms, and the city has seen TBID assessment revenue surpass pre-pandemic levels in the 2021-2022 fiscal year, a year ahead of Lodging Market Overview Hotel Inventory With 596 rooms across 11 hotels/motels, the City of Twentynine Palms continues as the market leader in traditional hotel inventory, representing 66% of the hotel room inventory in 3 Page 7 of 16 the Morongo Basin. Exempt from TOT/TBID assessment, the two hotels aboard the Twentynine Palms Marine Corp Air Ground Combat Center (MCAGCC) are excluded from this count, and combined offer an additional 111 hotel rooms. Short-Term Vacation Rentals (VHR’s) With 482 permitted vacation rentals in Twentynine Palms, the city is home to 14% of the estimated 3,000 VHR’s across the Morongo Basin, with the community of Joshua Tree and Town of Yucca Valley continuing to outpace the other communities. Recreational Vehicles (RV) With the ability to accommodate 175 recreational vehicles, the RV resort in Twentynine Palms is the largest in the area. SWOT ANALYSIS Strengths • Now completed, Freedom Plaza has increased the vitality of the city’s downtown area and contributed to positive economic development and new businesses and helping to position Twentynine Palms as an emerging and growing destination. • Twentynine Palms is surrounded by incredible public lands, including the world- famous Joshua Tree National Park, the Mojave National Preserve and Mojave Trails National Monument, offering unparalleled access to the great outdoors and California’s Mojave Desert region to travelers from around the world. • Offering the Morongo Basin’s most diverse collection of lodging options, Twentynine Palms continues to meet the varied needs, wants, and budgets of today’s travelers. • The Twentynine Palms Marine Corps Air Ground Combat Center serves as a major economic catalyst for the Morongo Basin and Twentynine Palms; visits by family members and friends of military personnel, civilian workers employed at the Combat Center, and business travelers and government officials, drive significant year-round demand for room nights for the lodging properties in Twentynine Palms. • The city has attracted new hotel development interest and will see both a Hilton Home2Suite and shipping container style resort developed in the future. Weakness • While the annual signature events in both Twentynine Palms and the Morongo Basin were able to relaunch and recover quickly following the pandemic, there is a strong need to establish additional events in the city, specifically to increase tourism in shoulder and off seasons. • While the city has seen growth in key tourist amenities such as retail, shopping, and restaurants, and a new event venue has been established, the city’s offerings still have much room for additional growth as compared to neighboring communities. • Direct public transportation to/from the Palm Springs and Ontario International airports remains limited, as does availability of car rentals in the Morongo Basin. • For some incoming visitors to Joshua Tree National Park, there is still the perception that the community of Joshua Tree is the destination, and there continues to be opportunities to increase awareness for what Twentynine Palms has to offer. 4 Page 8 of 16 Opportunities • While focus has primarily been centered around increasing visitation through Joshua Tree National Park’s north entrance, it should be also be considered to use messaging to promote leaving from the north entrance and ending your park visit in Twentynine Palms and exploring all that the city has to offer. • Designed with flexibility in mind, Freedom Plaza opens up tremendous opportunities to host a variety of types of events and conferences and increase tourism in the city. • Twentynine Palms has a rich and unique history, with a growing arts and culture community that can be strategically marketed to increase tourism. • With stargazing and astronomy growing in popularity, Twentynine Palms is well positioned to attract visitors seeking to experience the dark night skies as the city borders an International Dark Sky Park (Joshua Tree National Park) and is home to Sky’s The Limit Observatory and Nature Center and the 29 Palms Astronomy Club. • Increase sustainable travel to and within the city. Threats • Inflation, concerns of recession, and other shifting headwinds in the economy create uncertainty in consumers, and price sensitivity increases when considering travel. • Increased competition from neighboring communities and increased saturation in the market area makes for a more competitive landscape for lodging business operators as travelers have more choices for where to stay. • With Joshua Tree National Park and the Twentynine Palms Marine Corp Air Ground Compact Center serving as two of the biggest drivers for overnight room demand, the city is vulnerable to future Federal Government shutdowns which can impact activity at the base and visitation to the national park. • Climate change and destructive natural disasters such as wildfires, monsoon rains and flash flooding can cause temporary closures and limited access and have lasting and detrimental impacts to the natural and cultural resources that draw visitors to the area. MARKETING STRATEGY Branding and Positioning Twentynine Palms offers visitors a uniquely rural desert experience with incredible opportunities to explore the vast and beautiful Mojave Desert wilderness with its world-class hiking trails and rock-climbing routes, incredibly dark, star-studded night skies, and a rich arts and culture community which attracts and inspires artists, musicians, and creatives from around the world. Branding and positioning of Twentynine Palms must support the multi-faceted appeal of the destination - an oasis where one can explore and unwind, steeped in rich history, culture, and natural beauty, offering unique experiences for adventure seekers, history enthusiasts, wellness pursuers, and culinary explorers alike. 5 Page 9 of 16 Destination Pillars Branding and advertising programs developed to build awareness and create interest in traveling to Twentynine Palms will continue to support the multi-faceted appeal of the city and are to be centered and themed around the destination’s five pillars: 1. Outdoor Recreation 2. Health and Wellness 3. Arts, Culture, History 4. Stargazing and Astronomy 5. Culinary Target Markets Through targeted destination marketing programs across paid, owned, and earned channels, Visit 29 Palms will work to: Strengthen in-state drive markets (Los Angles, San Diego, San Francisco) Grow out-of-state drive markets (Arizona, Nevada) Build domestic markets (Oregon, Washington, Texas, Utah, Colorado, NY, IL) Develop international markets (Canada, Mexico, Europe) Content Creation To increase visibility and awareness, drive lead generation, continue to build an authoritative voice, and increase engagement across owned channels, fresh and creative content creation must be ongoing. To further develop the content marketing strategy, focus will be put towards building out audience personas. Investment in video content will continue, specifically in the short video format, and new for FY23-24 will be a robust visitor guide made available for download on the new website. Event Development Identifying the need to establish new signature events in the city to help drive tourism, Visit 29 Palms will invest heavily in supporting event development, with the goal of bringing two or three new events to the city, in key shoulder/off seasons. Develop Group, Meeting, and Retreat Business As part of the vision for the new Visit29.org tourism website, new sections will be built out following launch to support interest and growth in group business, meetings, and retreats in the city. Planning resources and guides will be developed, fostering stronger relationships between the Visit 29 Palms team and group coordinators and retreat planners. Increase Awareness for Sustainability Establish Twentynine Palms as a destination that cares for, supports, and protects people and the planet. Build awareness for ways to make travel to and within the city eco- friendlier, and celebrate local initiatives for sustainable practices, from recycling and water conservation, to reduced single use plastics, and preservation of the dark night sky through responsible lighting. 6 Page 10 of 16 Visitor Services As a destination marketing organization, it is acknowledged that our work is not simply done once a travel decision and booking has been made and that it is important to support our visitors once they arrive at our destination. The Visit 29 Palms TBID will continue to manage and operate the City of 29 Palms Visitor Center, where in-person interactions will continue to be valuable for driving return visits, and longer lengths of stay. MARKETING PROGRAMS Digital Marketing – Website A complete rebuild, redesign, and relaunch of the Visit29.org website is currently underway, with an updated and improved digital brand style, increased visual storytelling capabilities, and powerful abilities for driving lead generation coming soon. Powered by a dynamic CMS, the new site will improve user experience, enhance presentation of business listings, and continue to serve as Visit 29 Palms’ most powerful marketing tool. Supported by a powerful CRM and extranet, the new site will also improve communications with business owners and allow owners to independently manage their listings. Digital Marketing – Search Engine Marketing To continue to increase visibility in online search results and drive targeted traffic to Visit29.org, monthly paid search campaigns with Google will remain a key element of the digital marketing strategy. Digital Marketing – Display To increase brand awareness and generate new interest, digital display campaigns will continue to be executed seasonally across the Google Display Network. This network includes Google’s own sites such as Gmail and YouTube, and reaches 90% of Internet users worldwide, across millions of websites, news pages, and blogs. Digital Marketing – Social Media As an effective marketing platform for experiential storytelling, Visit 29 Palms will utilize its social media channels to build awareness and engagement, drive lead generation and outbound link clicks to business partners, and nurture relationships with new and returning visitors. Social media platforms will include Facebook, Instagram, YouTube, Twitter, and TikTok. Digital Marketing – Email Marketing To deliver inspirational content and travel planning resources directly to new and returning visitors, e-newsletter campaigns will be executed throughout the year. A key aspect of the newly redesigned Visit29.org will be increasing lead collections and increasing e-news subscribers. Print Advertising Visit 29 Palms will look for paid print opportunities to strengthen brand recognition and target key audiences, with special focus on publications with state-wide or national distribution. 7 Page 11 of 16 Airport & Out-of-Home Media Investment in maintaining and growing digital advertising presence in regional airports will continue to be part of Visit 29 Palms’ digital marketing strategy to reach frequent flyers and travelers and raise brand awareness. Out-of-home advertising, specifically digital billboards, will also be considered and leveraged when possible. Bloggers and Influencers Recognizing that working effectively with bloggers and digital influencers can have equal or more sway in decision making for leisure travel consumers, Visit 29 Palms will look for opportunities to work with the right content creators to build excitement and interest in the destination. Partnerships & Co-Ops In order to effectively amplify messaging and extend reach into long-haul domestic and international markets, Visit 29 Palms will work strategically with tourism partners at the regional and state level to leverage co-ops and partnership opportunities. Key partnerships include Visit California, Visit Greater Palm Springs, and Discover Inland Empire. FAM Tours Targeting travel media, tour operators, travel agents, and event organizers, Visit 29 Palms will work to organize and host familiarization tours to promote the growth in travel and tourism by showing first-hand what the destination has to offer. Goals, Metrics, and Key Performance Indicators TBID Assessment Revenue The most important KPI for Visit 29 Palms is TBID assessment revenue, which is tracked and reported on a quarterly basis. Increasing assessment revenue year-over-year is the primary goal of the Visit 29 Palms TBID. Lead Generation and Lodging Partner Referrals Through marketing activities, advertising programs, industry events, and website optimization, Visit 29 Palms will work strategically to increase lead generation and lodging partner referrals, tracked as outbound lodging link clicks on the Visit29.org site. Engagement, Reach, and Following Across Owned Channels By effectively developing and distributing timely and creative content, Visit 29 Palms will work to increase engagement and reach in its digital marketing programs and grow its social media audience. Quarterly marketing reports will track results and key metrics of the different campaign types. 8 Page 12 of 16 CITY OF 29 PALMS VISITOR CENTER In partnership with the City of Twentynine Palms, Visit 29 Palms will continue to manage and operate the visitor center located at 73484 Twentynine Palms Hwy. This center is open to the public seven days a week, providing in-person visitor services, maps, brochures, and travel resources. In partnership with the Public Arts Advisory Committee (PAAC) the visitor center will continue to host the Art in Public Places program which features rotating art exhibitions. ADMINISTRATION Tourism Business Improvement District Advisory Board Appointed by the City Council, the TBID is administered by a 5-member Advisory Board made up of lodging owners, operators, and representatives, from each segment of the city’s lodging industry. The TBID Advisory Board oversees the development and implementation of the annual tourism marketing plan and budget and provides strategic oversight, guidance, and direction to the TBID staff. Tourism Business Improvement District Advisory Staff The TBID staff team will consist of one full-time director of marketing, one full-time marketing/visitor center assistant, and one part-time visitor center associate. The director of marketing will oversee and manage the staff team and reports directly to the City Manager and TBID Advisory Board. Finance TBID assessments will be collected and reported on a quarterly basis by the City of Twentynine Palms finance department who will also assist with other aspects of financial reporting for the Visit 29 Palms TBID. Contract Services As needed, Visit 29 Palms will retain contract services from related agencies such consulting advisors, content creators or web developers. 9 Page 13 of 16  TBID Budget & Expenditures FY 22-23 Actuals Through Projected Year- FY 23-24 FY 22-23 Budget Budget 8-8-23 End Actuals Budget vs. FY 23-24 Reserves Reserve Balance $ 560,669.49 $ 412,239.49 Revenues 4125 TBID ASSESSMENT (1.5%) $ 285,000 $ 317,442 $ 365,000 $ 350,000 4150 VISITOR CENTER CONSIGNMENT SALES $ 500 $ 549 $ 549 $ 500 4152 PARTNERSHIP PROGRAM $ 3,500 $ - $ - $ 3,500 4245 INTEREST $ 500 $ 7,717 $ 7,717 $ 1,000 RESERVES $ 148,430 Total Revenues $ 289,500 $ 325,707 $ 373,265 $ 503,430 Expenses 5110 SALARIES $ 87,184 $ 69,493 $ 86,709 $ 97,646 12.00% 5120 SALARIES PART TIME $ 19,500 $ 11,490 $ 15,708 $ 16,673 -14.50% 5250 HEALTH BENEFITS $ 12,000 $ 11,763 $ 15,914 $ 20,806 73.38% 5251 RETIREMENT BENEFITS $ 5,000 $ 5,246 $ 6,537 $ 7,499 49.98% 5252 WORKERS COMP $ 4,000 $ 2,437 $ 3,295 $ 4,001 0.03% 5254 UNEMPLOYEMENT $ 305 $ - $ 305 $ 305 0.00% 6241 OFFICE SUPPLIES $ 2,500 $ 1,721 $ 2,000 $ 3,000 20.00% 6244 MISCELLANEOUS EXPENSE $ 5,000 $ 1,226 $ 1,226 $ 5,000 0.00% 6245 CONTINGENCY $ 10,000 $ - $ - $ 10,000 0.00% 6251 MEETING & TRAVEL $ 1,000 $ 165 $ 165 $ 200 -80.00% 6291 BUILDING OPERATION & MAINT $ - $ 1,258 $ 1,258 $ 500 100.00% / 6343 VIDEO PRODUCTION $ 16,000 $ 13,000 $ 16,000 $ 16,000 0.00% / 6344 BROADCAST MEDIA $ 24,000 $ 24,900 $ 24,900 $ 36,000 50.00% 6345 REGIONAL PRINT ADS $ - $ 2,730 $ 2,730 $ 11,800 100.00% 6347 TRADE CONVENTIONS & MEMBERSHIPS $ 800 $ 8,020 $ 8,020 $ 19,000 2275.00% / 6353 CONTRACT SERVICES $ - $ 26,910 $ 39,390 $ - 0.00% 6356 DIGITAL MARKETING $ 78,250 $ 35,900 $ 40,100 $ 45,000 -42.49% 6360 SPECIAL PROJECTS $ 10,000 $ - $ - $ 10,000 0.00% / 6371 EVENT SPONSORSHIP $ 10,000 $ 17,254 $ 17,754 $ 200,000 1900.00% 6518 ELECTRONIC EQUIPMENT $ - $ 578 $ 578 $ - 0.00% / 6841 LEGAL SERVICES $ - $ 6,741 $ 6,741 $ - 0.00% 6350 REPORTING & ANALYSIS $ 6,770 $ - 0.00% Total Expenses $ 285,539 $ 240,831 $ 296,098 $ 503,430 Excess Revenue Over (Under) Expenditures $ 3,961 $ 84,877 $ 77,168 $ - Page 14 of 16 TBID ASSESSEMENT REVENUE RESULTS Page 15 of 16  1.5% TBID Assessment Revenue Results 2017/2018 Oct-Dec Jan-March April-June July-Sept Year End Hotels 43,254 63,021 53,802 41,005 201,082 VHRs 1,851 6,919 5,066 4,724 18,560 Total 45,105 69,940 58,868 45,729 219,642 2018/2019 Oct-Dec Jan-March April-June July-Sept Year End Hotels 44,683 54,772 52,457 41,290 193,202 VHRs 7,239 9,910 7,054 6,939 31,142 Total 51,922 64,682 59,511 48,229 224,344 YOY % Change 15% -8% 1% 5% 2% 2019-2020 Oct-Dec Jan-March April-June July-Sept Year End Hotels 47,918 37,197 24,281 37,732 147,128 VHRs 9,908 7,464 8,696 20,239 46,307 Total 57,826 44,661 32,977 57,971 193,435 YOY % Change 11% -31% -45% 20% -14% 2020-2021 Oct-Dec Jan-March April-June July-Sept Year End Hotels 41,474 41,416 55,091 41,194 179,175 VHRs 20,007 33,121 26,526 26,896 106,550 Total 61,481 74,537 81,617 68,090 285,725 YOY % Change 6% 67% 147% 17% 48% 2021-2022 Oct-Dec Jan-March April-June July-Sept Year End Hotels 54,235 59,370 58,441 39,649 211,695 VHRs 33,735 49,842 30,374 33,540 147,491 Total 87,970 109,212 88,815 73,189 359,186 YOY % Change 43% 47% 9% 7% 26% 2022-2023 Oct-Dec Jan-March April-June July-Sept Year End Hotels 45,780 67,397 57,387 170,564 VHRs 45,554 60,159 41,553 147,266 Total 91,334 127,555 98,940 0 317,829 YOY % Change 4% 17% 11% -100% -12% Page 16 of 16