iPic Theaters Redmond

Marketing Recap – Period 1 2014January – April

Overview

Site Revenue Goals Gift Card Goals

Upselling Ideas Goal tracking

Advance Ticket Sales Membership Member’s Get More

Tuesdays NFL Promotion at Salt Valentines Day Microsoft Outreach La LA Ride

Site Revenue Goals

Total Site Revenue of 100% for iPic Redmond was achieved for first

quarter during all three of the four months. The

average for the 4 months was 104%. Thus

qualifying for the Full Revenue Bonus as

indicated in the marketing bonus

structure.

Monthly Goal

Monthly Achieved

% Achieved

January 648,270 $632,254 98%February $482,348 $543,549 113%March $506,928 $514,380 101%April $439,408 $467,422 106%

Gift Cards

Gift Card Sales at iPic are a high priority for our concierge. While the site was unable to meet the gift card goal during the months of January through March there was a strong comeback in April. During the month of April, iPic Redmond strived to sell gift cards for the upcoming holiday, Mother’s Day! In order to help facilitate gift card sales a training tools was created to help up-sell our customers. This training sheet is used by the staff to describe what a good amount would be when a guest is unsure how much to put on a gift card. Our site is focused on employees “buying into” the goal of selling gift cards. To encourage this thought process a tracker is updated daily that shows what the goal is for the month, how many days are left to achieve the goal and what the average amount they should strive to sell is for the day.Leads have also recently introduced whose main point of focus is to ensure front desk employees are messaging correctly gift cards in during the transactions. At the end of the month if the site as a whole reaches the goal the front desk leads are rewarded for their hard work.

Monthly Goal

Monthly Achieved

% of Goal Total On-Site Goal Hit

January $16,203 $14,258 88% NOFebruary $18,273 $10,394 57% NoMarch $14,199 $12,652.5

189% NO

April $9,805 $15,453.31

158% YES

Four Month Totals

$58,480 $52,757.82

90%

Gift Cards Employee Upsell The Suggested

Gift Card amount is a training tool

used for recommending

the perfect amount for a gift card. The

tool categorizes occasions. Each

amount is strategically

positioned over $50 to

encourage upselling on the

gift cards.

Gift Card Signage Through Out Theater

Gift card signage is shown throughout

the theater on large display boards, table tents and on screen at check in counters, movie times, outside

poster cases and automated box

offices

Advance Ticket Sales

Advance ticket sales at the Redmond location are not common since the majority of films can only be released 7 days prior to their opening date, which does not qualify as a “Pre-Sale”. Pre-sales for this

period are Jack Ryan, Winter’s Tale,Singing in the Rain, Divergent, Captain America and Spiderman. In order to set goals for the upcoming advance tickets several different factors were examined in making up SMART goals. The first of which isspecific goals – setting a particular number for pre-sales. This goal is determined by the seats that are

available and how these films or films like these have previous done at our location. Films are crossed referenced to the Box Office Analysis to see how they are trending. The goal for Jack Ryan and Winter’s Tale were within the reach of pre-sale predictions, this is measured through the iPic portal which gives the day to

day numbers of how the film is selling at site.

Film Pre-Sales Goal Set forth for opening week

Percent Sold prior to opening week

Jack Ryan 158 250 79%

Winters Tale 243 250 97%

Singing in the Rain 234 150 156%

Divergent 686 750 91%

Captain America 784 1,000 78%

Spider-Man 451 700 64%

Advance Ticket Sales

The Pre- Sales are

mainly advertise

dthrough

web, email blast, and

social media.

Our Pre-Sale Movies are cross promoted by our

Town Center!

Advance Ticket Sales A list of

upcoming features was created to encourage the staff to speak about pre-sales. The list described who was in the film and what the film was about. This was used by the staff to talk with guests. The more the staff knew about the films the more they could recommend to guests when to purchase movies.

Membership

Social Media

Monthly Goal Monthly Achieved

% of Goal

January 2,035 2,116 104%February 2,035 1,842 91%March 2,764 1,509 74%April 2,672 1,625 61%

Four Month Totals

8,777 7,092 81%

iPic Redmond new Facebook likes

January 612February 581March 2,018April 903Total 4,114

MembershipMembership Campaign – Ongoing Campaign Goal: Achieve 8,777 or 10% over last year Results: 7,092 new member this period

Along with Gift Cards, Membership is a year round goals. Going into the 1st Period the goal was 8,777 new members. The goal was divided evenly over 4 months, with the last month being reevaluated during the quarter to cover the remaining new members needed for goal. Given that it was a large goal the thought process behind dividing evenly between the months was that goal could be reevaluated continuously.

The new year brought many new employees to iPic Redmond. The training program was revised to encourage new front desk staff to sign memberships. One opportunity that was developed recognizing when a guest has paid full price by signing that guest up that day they could save up to $10 a ticket. Guests were thrilled that they were saving money.

We also made sure to highlight the membership in our outreach programs such as the Microsoft Outreach Party and the La LA Ride, where each attendee was offered a membership card with instruction on how to create their membership. We also still continue to use our in house media outlets such as our webpage, Twitter and Facebook pages. The Redmond Town Center has continued to highlight our membership deal on their new webpage as well as their Facebook Page.

Member’s Get More Tuesday

* Large events have been removed from that days revenue ** NYE skewed numbers for month of Jan.

Monday Tuesday Wednesday Thursday

January $41,863 $54,889 $74,566** $62,568*

February $43,164 $40,731 $37,472 $55,538

March $34,731 $36,627 $33,844 $46,778

April $27,327 $51,629 $46,360 $53,570

Average $147,085 $183,876 $192,242 $218,454

Member’s Get More Tuesday

Member’s Get More Tuesdays is an all day happy hour for the theater and bar. While the Member’s Get More Tuesday campaign has continued to be a very strong promotionfor iPic Redmond, over the past 6 months all days have started to pick up. The Tuesday promotion does still enhance the slower day as Tuesdays are within $2,000 of our Wednesdays and Thursdays .

Thursdays are the busiest week day for the company, this can be contributed to the fact that Thursdays have been known as the premier nights, they are part of the NFL Trifecta Night and they are a large event night.

MGMT success can be seen largely in the slower month of April and the deal days become a business driver. The Tuesday campaign has now been in place for over two years with a dedicated following of customers that book specifically on Tuesdays.

This promotion is continually advertised through Redmond Town Centers website, Redmond Patch, and 425 Magazine.As with gift cards, memberships are also a yearly promotion. All of the in theater displays rotate between the Gift Cards, Membership and Member’s Get More Tuesday promotional material. Digital displays are throughout the venue and include; digital display posters on the outside poster cases, automated box offices and movie time display screens.

Member’s Get More Tuesday

The Member’s Get More Campaign received a reboot, which allowed us

to acquire all new artwork in the theater and the lounge – the new artwork has been well received.

NFL Promotion at Salt LoungeNFL Promotion

Cost: approximately $5,000 in cash, gift cards, food and movie ticketsGoal: To promote Salt Lounge as a sports bar , collect over 1,350 ballots and see a 20% increase in bar sales overall on Promotion DaysResults: Over 3,562 ballots were turned in, average of 63 people each game. 32% increase in bar sales overall on Promotion days – 74% on Monday, 19% on Thursday and 4% Sunday

This was the second year doing the Football promotion, during the first year 50 ballots a week was considered a great accomplishment – this was all changed this year. Each site went into the NFL Promotion with the goal to be undefeated in our iPic League which was set up so that each site had a competition with another site on who could bring in the most ballots that week. Overall the Redmond site finished the competition tied for fourth with a record of 9-8.

In order to judge if the promotion would be a success, the General Manager worked with the team to set ballot goals for each week. The goals were set to increase by 5% for the first 5 weeks moving up to 10% for the next 4 weeks, followed by steeper increases of 15% and 20% to correlate with the openings of Thor, Hunger Games and the Hobbit. Plans were set to re-evaluate the goal first week of November – to see if numbers needed to be adjusted. By the first month of the competition it was clear numbers would need to be adjusted as ballots were far exceeding the weekly goals. The goal for the end of the season was to achieve 250 total ballots for a weekend; this was accomplished week 3 achieving 271 ballots. By the numbers – the best week came in week 10 and 11 where the numbers were 313 and 310. Our goal which was 250 a week became our weekly average!

Promotion started in July at the Mack Strong TEAM-WORKS Foundation Golf Tournament. Through a partnership with the TEAM-WORKS Foundation advert is ing d isplays were set up during the silent auction to promote the ballot contest and bar deals.

Continued…

By late August the promotion went social! Campaigns were launched on Facebook, Twitter, Redmond Town Center Website and Redmond Patch. The trifecta deal along with the Win Big Promotion were advert ised on al l s i tes . Salt Lounge was posted on sites where guests would search for places to watch the game – such as barfinder.com. Worked closely with Synthesis to tailor current descriptions on sites such as Yelp and Google so that iPic and Salt were listed as a “sports bar”; along with promotional pictures as well for the Trifecta campaign. In the theater displays of the artwork were throughout the building from August – January. A large window perf was installed on the main iPic Windows so that from the street level you would be able to see the promotion information.

To officially launch the WIN BIG PROMOTION at the Redmond Location a partnership was formed with Teamworks foundation to host the 2nd annual Monday Night Viewing Party with Mack Strong. The party was set up to be a charity event that would allow guests to purchase a ticket through the Teamworks Foundation where they would allowed into the designated viewing area , be treated to Mack’s Buffet and toast Seahawk inspired cocktails from our sponsors – Jim Beam, Pyramid and Mezcal.

The party took place on the 3rd week of the NFL WIN BIG Promotion. The party brought in$15,000 for the charity in one night – through the silent auction, ticket price and live auction. During the party Volume12 (lead by Joe Tafoya and Kerry Carter – both former Seahawks of the Superbowl 2005 team), the official Seahawk Fan group, brought over the Guinness World Record Certificate for loudest stadium – which guests posed with and Volume12 posted about on their social media sites! Former Seahawks Jordan Babineaux and Marcus Trufant (former Seahawks of the Superbowl 2005 team) joined Mack for the event. The TEAM-WORKS foundation used their own Facebook site to promote the event as well.

Continued…To promote Monday Night Viewing Party and WIN BIG PROMOTION iPic worked with Radio Station ESPN 710 Seattle. Dave Wyman (former Seahawks of the Superbowl 2005 team & host of the afternoon show) promoted the event and acted as MC the night of the party. The event was largely a success due to the countless sponsors of iPic Redmond and the Mack Strong TEAM-WORKS Foundation. Over 50 silent auction items were donated to the cause. The Redmond Town Center helped in this effort by cross promoting our contest on their social pages as well as reaching out to each storefront in the town center to procure donations.

In order to make sure the promotionwas a success all employees were encouraged to take part with the promotion. It took a couple of weeks before the staff felt comfortable with the messaging but once they did every guests was offered a ballot during the promotionaltimes. To encourage the staff to learn the messaging quickly an incentive program was introduced. The Grand prize employee winner would receive $100 dining credit, a snowboard and a night out in Seattle, second place winner would receive $100 dining credit and a night out in Redmond while the third place winner received $150 dinning credit. The way to win the grand prize was to have the most ballots by the end of the season.

To close out the NFL promotion iPic Redmond Teamed up with Pyramid for the finalist party. All 17 finalist and a guest were invited to watch the playoff game at Salt Lounge, during that time prizes were awarded every commercial break. Prizes ranged from Pyramid tee shirts and steins to BBQ Coolers, Tent sets, bikes and so on. The finalist event was a huge success and everyone walked out a winner! During the Drawing Day the finalist sadly did not win the Grand Prize but he was very happy with the $500 gift card and has returned many times since.

Larry, Deena and Alex – came all 17 weeks – every game!!! Loyal iPic FANS!

Full bar after week 3! Seahawks record year brought out the fans!

Bar Revenue from NFL Promotion

As shown from the graph below– the bar revenue on Mondays was brought up over74% compared to the summer months. Sundays remained our 3rd most popular day with little increase in the bar overall.Thursdays grew with the promotion.

Average Bar Revenue During Football Season September - December Summer MonthsCompared to NFL

Months 4 Month NFL

Salt Monday Revenue Salt Tuesday Revenue Salt Wednesday Revenue Salt Thursday Revenue Salt Friday RevenueSalt Saturday Revenue

Average Bar Revenue During Football Season September - DecemberSummer Months Compared to NFL Months

June July August

September

October November

December

3 Month Summer

4 Month NFL

Percentage Increase

Salt Monday Revenue

$1,443

$1,150

$1,186

$1,301 $1,572

$2,033

$3,869

$1,260

$2,194

174%

Salt Tuesday Revenue

$2,333

$1,582

$2,034

$1,240 $1,844 $2,632 $3,895 $1,983

$2,403 121%

Salt Wednesday Revenue

$2,113

$1,686

$1,343

$1,326 $1,358 $3,050 $4,452 $1,714

$2,547 149%

Salt Thursday Revenue

$3,193

$1,825

$1,988

$1,638 $1,661 $3,524 $4,302 $2,335

$2,781 119%

Salt Friday Revenue

$7,159

$4,835

$4,868

$4,951 $6,683 $9,219 $8,030 $5,621

$7,221 128%

Salt Saturday Revenue

$6,103

$5,232

$5,145

$6,328 $6,908 $9,416 $8,273 $5,493

$7,731 141%

Salt Sunday Revenue

$4,360

$2,371

$3,152

$2,475 $2,970 $4,232 $3,999 $3,294

$3,419 104%

NFL Promotion Pictures at Salt Lounge

Sponsor Pyramid brewery gave weeklyprizes to give awayalong with promotion! It made attending an even bigger win!

Mezcal sponsor came in and did Mezcal tastings during the football game, bringing in a whole set up andprizes to be handed out!

To prepare for the NFL Campaign Salt Lounge was added on all bar/sports bar websites!

The Watch Football Win Big Campaign as well as the Salt Lounge Trifecta was promoted through out all of the social media outlets – including Facebook and Twitter from Sept – Jan

NFL Promotion Pictures at Salt Lounge

Posters and Table Tents were placed all

over iPic and Salt Lounge

The bar was busy every Thursday, Sunday and Monday with Seahawks Fans drinking$2 beers and loving 50 cent wings!

NFL Promotion

NFL Promotion Staff Involvement

All ballots were tracked to see which employee had turned in the ballots – then on Monday a note was sent out to all the employees letting them know who the winner was for the week – the winner would receive a free meal during their shift. All employees were in the running for 3 amazing donated prizes including a Snowboard, Spa package and Hotel Overnights.

Mack Strong Monday Night Football Viewing Party Pictures

Featured on the My Northwest Calendar’s activity page for the Mack Strong Monday Night Football Party!

The official MondayNight Football Invites were sent out to all past and current Football Promotion participants as well as the Mack Strong Team Works

Foundation Mailing List– to encourage a largeturn out!

The official invite was made available online through social media

All week long leading up to the Monday NightViewing pictures were posted of some of the amazingdonated auction items that would be available during the silent Auction portion of the Monday Night Viewing Party! In this picture a Pinnacle Snowboard and Two Ski Poles donated from an Alcohol Rep.

Mack Strong Monday Night Football Viewing Party PicturesPhoto credits:

(top left) Joe Tofoya and guest with world record certificate(left Middle) Pyramid Commerical break teeshirt winner(bottom left) Live Auction Item – Footballsigned by Current Superbowl winning Seahawk team(bottom middle) Mack Buffet(bottom right) Mack drinking a Mac n’ Jacks Beer(middle right) Mack and Dave with guests (top right) Monday Night Viewing Party menu

Mack Strong Monday Night Football Viewing Party PicturesPhoto credits:

(top left) Mahi Mahi Spoons on the Buffet Table(left Middle) Mack Strong Invites on Site(bottom left) ESPN on Site at iPic signing people up for the Win Big Promo(bottom middle) Bidding on the live auction (bottom right) Guests enjoying the game (middle right) Half Time Drawing(top right) Silent Auction

Valentines DayValentines Days 2014Cost: Under $100 for propsGoal: 25% over last years Revenue of $38,968Results: Results: Revenue goal achieved $50,47338,968 29% increase in sales. Admits: 1259 or a 28% increase over last yearExpectations were high for Valentine’s Season with revenue goals set to surpass previous year. An aggressive goal of 25% over last year’s revenue was set in place. This goal was created based on last years Valentine Day revenue which was $38,968, taking into account the weekend date for 2014 and the selection of films. To advertise large campaign posters, digital posters and menu flyers were placed around the theater. Social Media was also used, including Facebook, Twitter and iPic webpage. The Redmond Town Center webpage also advertised the event.

Valentines Day Photos

Valentines E-Blast was sent to all iPic Members

Valentines Menu was made available on Facebook to encourage fans to book their date night here.

Valentines Day Photos

Microsoft Outreach Party

The outreach was created to demonstrate what iPic can offer event guests. Redmond iPic invited 150 administrative planners for a complimentary dinner buffet and movie.

The goal was to introduce iPic Theaters as a premier destination for a corporate outing.

While no contracts were signed at the end of the outreach event. The return did come in the months following with (at time of writing) $52,038 booked in parties from those who attended the event.

Microsoft Party 3-21-14 Cost: $2,713Goal: Sell Events worth $50kResults: Over $52K.

Microsoft Large Spenders from Outreach Party

Name Party Value (before tax/grat.)

Sandy Davis $19,877Sean Gibbons $7,650Sandy Mathews $1,656Stacey Johnson $5,210

Kouey Ramkumer $7,233Kaitlin Thompson $2,212Amy Harrington $8,200

Total $66,785

Microsoft Outreach Party Pictures

La LA RideCost: $1,200 in Food and LaborGoal: To promote iPic Theaters through the charity screening of the LaLA Ride. Our goal was gain high social media presence during and after the event.Results: iPic Theaters received a huge Twitter boost during the day of the event with both actresses tweeting about the screening and fans re-tweeting their picture.

The LaLA Ride was a documentary screening of the motorcycle ride done by Tricia Helfer and Katee Sackoff from Los Angeles to Louisiana. iPic was first approached by Mr. Henshaw and Mr. Lowe who were organizers of the annual Tulip Ride in Washington. Each year the Tulip Ride would go out on Motorcycles starting in Redmond WA and driving up the Tulip fields in Western Washington. The ride was set up to benefit both the Seattle Humane Society and the Red Cross. Last year the ride welcomed actresses Tricia Helfer and Katee Sackoff – who joined the group for the ride. This year the actress would be back and for the very first time ever on screen they wanted to show their documentary film. iPic Theaters was chosen as the place they would love to host and with a few meetings we were able to confirm that we would sponsor the screening.Promotion for the screening started through our own social media networks such as Facebook and Twitter.. Soon the official Screening page was launched that allowed people to purchase tickets to the screening. Once the webpage went live both actresses starting tweeting about theride. Mr. Henshaw the ride organizer was also featured on a local radio station where he was able to speak about the ride and the screening and plugging in the iPic name and what we are about.iPic offered a complimentary breakfast buffet and coffee bar prior to the screening,. In place was a red carpet entry to the screening cinema followed by a full picture area. During the event iPic was also screening Katee Sackoff’s movie – Oculus so she posed for pictures with her film.To make sure the social media goal was met two professional photographers were on site to take pictures. Immediately following the event all of the photos to Facebook and starting live tweeting with the actresses. I have included several of the exchanges.Overall the event was a huge success with the actresses wanting to come back again the next year and work again with iPic Theaters. The Tulip Ride was able to raise over $25,000 through the screening and the ride.

MI for La LA Ride

La LA Ride Photos

Following the show we organized a meet and greet with photo opportunity!

La LA Ride Photos

professional photographers around to

capture all the fun moments and share on

Facebook & Twitter

La LA Ride Social