Executive Summary 1 About Oakland Zoo 2 Introducing California Trail 3 Site Plan 4 Demographics Analysis 5 Corporate Sponsor Opportunities 6

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2 Executive Summary 1 About Oakland Zoo 2 Introducing California Trail 3 Site Plan 4 Demographics Analysis 5 Corporate Sponsor Opportunities 6 Appendix: 7 11 A. Impression Pricing B. Why Oakland Zoo Venue Matters B1. Why Oakland Zoo Venue Matters C. Why CA TRAIL Zoo Expansion Matters D. OZ / CA TRAIL Visitor Attendance

3 Oakland Zoo and UC Davis School of Management conducted a program analysis of the new CALIFORNIA TRAIL park extension with regards to the sponsorship, promotion and other commercial rights controlled by Oakland Zoo, managed by the East Bay Zoological Society. The Oakland Zoo had attendance of over 730,000 in 2014 and is projected to have approximately 800,000 by the GRAND OPENING of CALIFORNIA TRAIL in The intent of this report is to access the value and viability of Naming Rights, special programs and the advertising assets of Oakland Zoo. This report highlights the value that a Sponsor can receive as one of the primary Naming Rights partners of the CALIFORNIA TRAIL Zoo expansion. All attendance assumptions and statistics data used in this report were based on 2014 attendance statistics and attendance growth since This growth rate is very conservative and does not include additional attendance expected with the Zoo expansion. 1

4 Oakland Zoo has been serving the community since 1922 in locations all across Oakland, finally settling in Knowland Park. Our mission is to inspire respect for and stewardship of the natural world, while providing a quality visitor experience. Oakland Zoo is home to more than 660 native and exotic animals. The Zoo offers unique educational experiences for more than 60,000 Bay Area youth each year in hands on, field biology research and conservation efforts. The Zoo serves annually more than 9,000 low income Bay Area students and their families free of charge. Oakland Zoo engages in more than 25 conservation efforts locally, nationally, and globally. Large innovative exhibit design and natural spaces have been called exemplary by zoo authorities nation wide and received broad acclaim from animal rights groups. One of the top, most respected Zoos in the country, with Dr. Joel Parrott leading for more than 30 years. A fun place to have a memorable day with family, friends and colleagues. The East Bay Zoological Society (Oakland Zoo) is a nonprofit 501(c)3 organization supported in part by members, contributions, the City of Oakland and the East Bay Regional Parks. A world-class facility, the Zoo adds to our city s marketability attracting visitors to Oakland and the Bay Area, where they will spend more time and money. - Bay Area Council

5 CALIFORNIA TRAIL is a new 56 acre expansion that will engage visitors in the exploration of our state s natural past, present, and future. CALIFORNIA TRAIL will solidify Oakland Zoo as a leader in conservation education and stewardship of the natural world, creating new opportunities to collaborate with scientists and local wildlife organizations working to preserve, protect, and promote our state s natural history. Educating the public about California native species and their place in our state s human and natural history Promoting conservation efforts at the local level, as well as national and international We become a HUB for conservation messaging and outreach to the public Sharing the story of California with an unforgettable 9 county Bay Area view Inspiring a new generation of Californians to protect the precious resources that are in danger of being lost

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8 Oakland Zoo s, California Trail offers many inclusive partnership branding recognition opportunities. Listed below are the ingredients to build a custom program to fit your corporate exposure needs for years to come. Permanent Branding Exposure Buildings, Trail Features, Exhibits and Viewing Areas Signage Donation Plaques Custom Designed Elements Term Branding Exposure Gondola Sponsorship Special Events Sponsorship Educational Programming Sponsorship Special Programs Sponsorship Zoo to Community Sponsorship Special Private Events Private Behind the Scenes Tours Signage Special Private Corporate Events Planning Special Zoo Corporate Ticketing Packages Private Corporate Overnights Media / Advertising / Branding Exposure Oakland Zoo Website, Social Media Oakland Zoo APP Advertising Inclusions Outdoor Broadcast Print On or Near Property Oakland Zoo Special Event Sponsorship Oakland Zoo Documentary Sponsorship

9 Estimated Annual impressions based on a number of outside measurement services, as well as on site measurements. This list represents applicable Oakland Zoo annual total impressions in most business categories. Visits per year 765,000 FIDO outside management reporting Oakland Zoo Websites 2,937,657 65% new visitors; avg. time at site 2:40 Television 7,506,700 *Nielson Company methodology Radio 165,205 Triton Digital Company methodology IMAP 1,375,673 Estimate 50% of Website visitors to use maps Earned Media 40,332,000 Vocus /Cision media intelligence company Social Media 2,340,000 Social media platform measurement analysis Oakland Zoo App 76,500 Estimated at 10% of Zoo attendance Printed Zoo Map 450,000 Based on actual printed number of maps Zoo Map Inserts 75,000 Based on actual printed number of inserts On line Newsletters 224,000 Minimum of eight (8) per year to Zoo database Outdoor 15,600,000 Billboard HWY 580, Oakland, CA. Staff Uniforms 2,400,000 Logo inclusion Operations Staff 3X annual attendance Documentary Filming 650,000 Exclusive 30 minute s how with scheduled air dates Education Teen Wild Guides 14,472,000 On property volunteers, actual printedmaterials & Field Biology Total Measured Annual Impressions 89,369,735 Visits per year based off of the latest annual visitation statistics will generate > = 765,000 annual impressions, growing at a 2.9% rate per year. The growth rate is based off the annualized growth rate over the last 5 years. This rate is very conservative and does not include the additional increase in attendance expected with the Zoo expansion of CALIFORNIA TRAIL.

10 Oakland Zoo is an accredited institution by the Association of Zoos and Aquariums. (AZA) is committed to providing the highest quality member services to advance the zoo and aquarium movement. AZA is also committed to being a global leader in promoting species conservation and animal welfare by leveraging the size, scope, expertise, and public trust of its member institutions. Through the launch of AZA SAFE: Saving Animals From Extinction, AZA will redefine for the public the valueofaccreditedzoosandaquariumsandprovidemore opportunities for people to participate in wildlife conservation. Oakland Zoo, being an accredited member of AZA insures that the highest standards of animal care and attention to the visitor experience are being adhered to. Zoos and Aquariums are enhancing the public understanding of wildlife and the conservation efforts not only in the US but where the animals live. These institutions are developing effective exhibits, as well as educational programs that connect people with nature and ultimately encourage behavioral and attitude changes that help conservation. More than half of visitors express a stronger connection to nature as a result of their visit. WHO IS VISITING ZOOS IN THE US: Over 181 million annual visitors more visitors than the NFL, NBA, NHL and MLB annual attendance combined. Attendance is larger than the number one spectator sport NASCAR in the US Two out of three adults visit a zoo with a child Average visit is four hours ZOOS ENJOY OVERWHELMING POPULARITY: 93% agree their family enjoys seeing animals up close 94% feel zoos teach children about how people can protect animals and the habitats they depend on 66% are more likely to buy products and services from partnering companies/organizations Source: Association of Zoos and Aquariums 2014

11 Background 2014 San Francisco Market and AZA Member Benchmark Study The Morey Group, a division of The Lukens Company, is a US national market research company specializing in the unique needs of cultural attractions. The purpose of the San Francisco Market and AZA Member Benchmark Study was to identify awareness, visitation, and membership trends among individuals who visit cultural attractions in the San Francisco Bay Area and to understand their motives and behavior. Respondents: 606 Female: 55% Male: 45% 15 of the top Bay Area, and one in Monterey, CA., cultural organizations were included in the survey. Highlights associated with Oakland Zoo: Advertising Awareness: Oakland Zoo ranked #5 in the survey of 15 institutions Overall Awareness: Oakland Zoo ranked #5 with an 82% SF market penetration Oakland Zoo s market penetration is directly related to it s earned media capture which is in excess of $50M per year due to it s effective public relations coverage. Oakland Zoo s top DMA (Designated Market Area) is 1. National, 2. San Francisco Market, 3. San Jose Source: Morey Group a division of the Lukens Company, Cision Media

12 The San Francisco Bay Area is one of the most traveled to destinations on the west coast of the United States with over 16.9 million visitors per year. Well planned venues are distinguished by their unique characteristics, such as their sense of place and community, natural beauty, view corridors, recreational amenities or social gathering opportunities. Visitors will visit well planned, relaxing, and escape type venues and resort environments to expand their lifestyles, spend quality time with friends and family, engage in programs and activities that they can identify with. The Oakland Zoo s California Trail is a first of it s kind to be built in the San Francisco Bay Area. A first of it s kind urban gondola will transport passengers to the CA TRAIL VISITOR CENTER while enjoying entirely new perspectives of the Bay Area, top comfort and connection to the expansion project s sponsoring brands. The views range from a close up look below, making new animal discoveries, to a bridge to bridge view of the five bridges in the Bay Area San Rafael Bridge, Golden Gate Bridge, Bay Bridge, San Mateo Bridge and the Dumbarton Bridge. The unique location and vantage point of the CA TRAIL expansion project will literally give visitors a view of the top tourist attractions in the Bay Area. TOP TOURIST DESTINATIONS Golden Gate Bridge Alcatraz Oakland A s, Raiders and Giants sports venues Angel Island Pier 39 Coit Tour Downtown Oakland & San Francisco Skyline

13 Oakland Zoo had attendance of over 730,000 in 2014 and is projected to have approximately 800,000 by the GRAND OPENING of CALIFORNIA TRAIL in 2017/18*. The estimated annual growth rate, based upon Oakland Zoo s annualized growth in the past 5 years is equal to 2.9% annually. Annual Expected Attendance of CA TRAIL: 2018: 800, : 823, : 847,072 *Estimates do not include inflated attendance numbers due to the opening of CA TRAIL.

14 A view from California Trail Discover The Nature of Corporate Opportunities.

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