DALLAS TOURISM PUBLIC IMPROVEMENT DISTRICT CORPORATION

PROVIDING THE SUSTAINABLE FUEL FOR OUR CITY'S SUCCESSFUL CONVENTION AND MEETINGS BUSINESS, DTPID FUNDS VISIT DALLAS' INCENTIVE AND SALES PROGRAMS. INCENTIVES REDUCE THE COST AND/OR PROVIDE COMPLIMENTARY RENTAL OF THE KAY BAILEY HUTCHISON CONVENTION CENTER DALLAS, ALLOWING DALLAS TO COMPETE WITH OTHER TOP CITIES FOR EVENT BUSINESS.DTPID SALES EFFORTS AND INCENTIVES PORTION ARE 42.5% OF THE SERVICE PLAN. THIS REPRESENTS THE GREATEST RETURN ON INVESTMENT (ROI) FOR DTPID AND DALLAS, AS GROUP MEETING ATTENDEES SPEND MORE ON AVERAGE THAN ANY OTHER VISITORS. INCENTIVES AND SALES SPENDING PRODUCE AN ROI OF AT LEAST 10 TO 1, CALCULATED BY ANTICIPATED LODGING REVENUES DIVIDED BY THE APPROVED INCENTIVE. TO DATE, INCENTIVE FUNDING BY THE DTPID FOR CITYWIDE EVENTS HAS GENERATED AN AVERAGE ROI OF 14 TO 1. SINCE DTPID'S INCEPTION IN 2012, EVERY DOLLAR SPENT ON SALES INCENTIVES HAS PRODUCED $14 IN HOTEL ROOM NIGHT REVENUE FOR DALLAS.IN FY25, DTPID'S INVESTMENT BROUGHT MAJOR CITYWIDE EVENTS TO TOWN, INCLUDING TOM FERRY INTERNATIONAL, VERTICAL AVIATION INTERNATIONAL, NATIONAL CHEERLEADERS ASSOCIATION, ROBOTICS EDUCATION AND COMPETITION FOUNDATION, AND SOUTHERN BAPTIST CONVENTION, AMONG MANY OTHERS. MINI-WIDE* AND CITYWIDE** INCENTIVES PAID IN FY25 TOTALED $5.4 MILLION.*MINI-WIDE: EVENTS WITH 1,000-2,499 HOTEL ROOMS ON PEAK BOOKED BY VISIT DALLAS**CITYWIDE: EVENTS WITH 2,500 OR MORE HOTEL ROOM NIGHTS ON PEAK BOOKED BY VISIT DALLAS

DTPID FUNDS MARKETING ACTIVITIES THAT KEEP DALLAS TOP OF MIND AS A DESTINATION FOR BOTH BUSINESS AND LEISURE TRAVEL. DTPID'S MARKETING FUNDS, WHICH CONSTITUTE APPROXIMATELY 35% OF DTPID ANNUAL SPENDING AND MOST OF VISIT DALLAS' MARKETING BUDGET, ALLOW FOR THE PURCHASE OF PRINT, STREAMING VIDEO, RADIO, OUT-OF-HOME, AND DIGITAL AD PLACEMENTS IN PRIORITY MARKETS TARGETED AT CONSUMERS AND MEETING PROFESSIONALS. FUNDS ALSO ALLOW FOR CONTRACTED MARKETING SERVICES, CAMPAIGN PRODUCTION, AND FOCUS GROUP RESEARCH TO TEST CAMPAIGNS. WITH SUPPORT FROM DTPID, THE TOTAL PAID MEDIA INVESTMENT FOR FY25 WAS $5,377,114, WITH 67% OF THE BUDGET INVESTED IN THE LEISURE MARKET AND 33% INVESTED IN TRADE AND PRODUCED MORE THAN 317 MILLION IMPRESSIONS. IN FY25, THE OVERALL DIRECT IMPACT OF PAID MEDIA INCREASED BY MORE THAN 60% TO $307 MILLION, DRIVING 526,000 INFLUENCED ROOM NIGHTSUP 382,000 FROM LAST FISCAL YEAR AND GENERATING A REMARKABLE ROI OF $159:$1, UP FROM $148:$1 THE PREVIOUS YEAR.