“Your Place For Music, Family Fun and Enlightenment” Marketing Music City, Illinois M usic City, Illinois is a planned destination and convention resort currently in the pre development phase and truly has something to offer everyone. Our four primary targeted customer markets are: • • • • Conventions and Businesses Leisure and Vacation Travelers Active Duty and Retired Military Weddings and Reunions What Makes Music City, Illinois Different Than Any Other Destination Resort A s a vertically integrated company, we have chosen to separate ourselves from the “rest of the pack” by focusing on two specific sub components of the travel and tourism industry, the convention segment and the leisure travel segment. We aim to satisfy the demands of our “Friends” (our guests) at every turn by giving our “Family” (our employees) the ability to make those decisions that create a lasting positive experience. Traditionally, the convention services business is made up of two distinct types of convention sites. The first is a convention site or “gateway city” or “gateway location.” It usually has sufficient convention facilities, a good economic base, and easy access to arterials, quality mass transit, and a good infrastructure. The second type of convention site is a “destination city” or “destination location.” In addition to the offerings of a gateway city, a destination location usually offers an array of endless entertainment choices, romance and excitement, and an abundance of other experiences. Music City, Illinois (MCI) falls into the latter category. It is our belief that convention attendees will spend more time on the show floor and likewise will in all probability spend more time at Music City, especially if the family is along. As for leisure travelers, we offer them the opportunity to visit one of the most innovative and spectacular destination resorts in the United States. Music City, Illinois Destination Appeal Program (DAP) To enhance Music City Illinois appeal, we have created and customized an internal program which we call our Destination Appeal Program (DAP). Our DAP enables our company to meet, and in some cases exceed industry standards. For example, we invite corporations from other industries, as well as researchers, to “beta test” products at Music City for “real world” uses. This “non financial transaction” on our part is easily accomplished since all costs are absorbed by the participants. Other DAP components include: • Our ability to draw millions of drive-to guests annually with readily accessible interstates, airports, waterways and railways; Our implementation of administrative controls as a major metropolitan city, to include our own municipal government; Our ability to provide the flexibility that corporations are looking for regarding oversight and regulations; and What Travel and Tourism Does It gives vigor to economies • It offers people jobs and career prospects It stimulates development • • Our ability to allow our employees at MCI to test and use the products developed for the business and consumer markets for a specified period of time and file reports at the conclusion of the testing period. Music City, Illinois Differences There are also a number of very strong points of differentiation between us, and our six direct competitors, which in turn enhances Music city, Illinois overall destination appeal: 1. Our location is readily accessible via a major interstate highway network and surrounded by compatible, complementary land uses. 2. Music City, Illinois is marketed locally, regionally, nationally, and internationally. The population figures for each of our targeted markets are as follows: Local Market (18,112,008) Regional Market (42,527,757) National Market (164,587,324) International Market (40,000,000) 3. Demographic characteristics of our market are largely favorable. Median household income in all of our primary segments are “on average” with national figures. 4. The estimated volume of leisure and business visitors to the Greater St. Louis Region DMA each year is well over 20 million people, making it one of the nation’s premier tourist destinations. 5. The travel and tourism industry in the United States is mature and growing modestly. The same is true for the theme park industry, a sub component of our destination resort. Overall, attendance at America’s approximately 400 theme parks and attractions has increased almost every year during recent times. According to the International Association of Amusement Parks and Attractions (IAAPA) “…major resorts and theme parks nationwide witnessed a decline in the years immediately following 9/11. However, most have steadily recovered and in some cases now surpass their pre 9/11 numbers.” Figure 1 Music City, Illinois Local, Regional and National Market Areas Music City, Illinois is within a 12-hour drive of 29 states and 164 million people. It is primarily marketed as a “drive-to” destination. Source: U.S. Census Bureau Quick Facts for 2007 and Microsoft Streets and Trips (2007 Edition). 6. Competition for a collocated destination and convention resort such as Music City, Illinois is moderate. While major cities such as New York City, Las Vegas, Nevada, Chicago, Illinois, and Los Angeles all offer both convention and leisure products and services, it is often scattered out over many miles and not contiguously located. On the other hand, both Walt DisneyWorld and Universal Studios located in Orlando offer products and services that are collocated and have the ability to keep visitors on the property for the entire stay. Marketing Music City, Illinois M usic City, Illinois has something to offer everyone. Our four primary targeted customer markets are: • • • • Conventions and Businesses Leisure and Vacation Travelers Active Duty and Retired Military Weddings and Reunions Utilizing an “on site captivity” strategy we offer the following products and services: For the conventioneer, state-of-the-art meeting and entertainment facilities as well as “close in” hotel and related facilities. For family members accompanying their loved ones to a convention, leisure travelers, those attending a reunion, or military members on leave, unparalleled active and passive recreational activities such as: ■ ■ ■ ■ Our Four Seasons Pavilion® a centralized passive and active recreational area with a one-of-a-kind indoor water park, indoor ski dome, bio-dome, and world cultural facility. Indoor and outdoor recreational components (e.g., golfing, horseback riding, etc.). Three themed resorts with ample retail, dining, entertainment (RDE), and hospitality components. Two theme parks and a host of other active venues. For the music lover, non-stop live performances can be found in our “live” entertainment district. The 30plus theaters and performance venues will feature some of the most widely recognized and popular artists of yesterday, the hit makers of today, as well as the future stars of tomorrow. Our entertainment venues will showcase some of the most popular music genres of the past 75 year. We look forward to seeing you soon at Music City, Illinois.