Replay Board Presentation

Revised Sales Projections 2008

Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08

REAL ESTATE DIVISION

UNITS SOLD
Founders Village Homes 0 0 0 0 0 0 0 0 0 0 1 1
Founders Custom Lots 0 0 0 1 1 2 0 0 0 1 0 0
Founders Signature Lots 0 0 0 0 0 0 0 0 0 0 0 0
AV Ph 3 Village Homes 1 0 1 1 1 2 0 0 1 4 4 3
AV Ph 3 Custom Homes 0 0 1 0 4 3 0 10 1 1 4 4
AV Ph 3 Signature Homes 0 0 0 0 0 0 0 0 0 0 0 0
Posadas 0 0 0 0 0 0 0 0 0 6 0 0
Beach Club 0 0 0 0 0 0 0 0 0 0 0 0
Hotel Site 0 0 0 0 0 0 0 0 0 0 0 0
Casa Nopolo (1) 0 (1) 0 0 0 0 0 0 0 0 0
AV Condo 1 0 0 0 0 0 0 0 0 0 0 0 0
AV Condo 2 0 0 0 0 0 0 0 0 0 0 0 0
Custom Lots 1 0 0 0 0 0 0 0 0 0 0 0 0
Custom Lots 2 0 0 0 0 0 0 0 0 0 0 0 0
AV Village Homes 1 0 0 0 0 0 0 0 0 0 0 0 0
AV Village Homes 2 0 0 0 0 0 0 0 0 0 0 0 0
AV Village Homes 3 0 0 0 0 0 0 0 0 0 0 0 0

Total Units Sold 0 0 1 2 6 7 0 10 2 12 9 8 57

Revised Sales Projections 2009

Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09

REAL ESTATE DIVISION

UNITS SOLD
Founders Village Homes 0 0 0 0 0 0 0 0 0 0 0 0
Founders Custom Lots 0 0 0 0 0 0 0 0 0 0 0 0
Founders Signature Lots 0 0 0 0 0 0 0 0 0 0 0 0
AV Ph 3 Village Homes 3 7 5 0 0 0 0 0 0 16 5 5
AV Ph 3 Custom Homes 0 2 1 1 1 1 0 0 0 1 1 2
AV Ph 3 Signature Homes 0 0 0 0 0 0 0 0 0 0 0 0
Posadas 0 0 0 0 0 0 0 0 0 0 0 0
Beach Club 0 95 4 4 4 4 4 4 4 4 4 4
Hotel Site 0 0 0 0 0 0 0 34 4 4 4 4
Casa Nopolo 0 0 0 0 0 0 0 0 0 0 0 0
AV Condo 1 0 0 0 0 0 0 0 0 0 0 0 0
AV Condo 2 0 0 0 0 0 0 0 0 0 0 0 0
Custom Lots 1 0 0 0 0 0 0 0 0 0 0 0 0
Custom Lots 2 0 0 0 0 0 0 0 0 0 0 0 0
AV Village Homes 1 0 0 0 0 0 0 0 0 0 0 0 0
AV Village Homes 2 0 0 0 0 0 0 0 0 0 0 0 0
AV Village Homes 3 0 0 0 0 0 0 0 0 0 0 0 0

Total Units Sold 3 104 10 5 5 5 4 38 8 25 14 15 236

Sales Initiatives
and Programs

What we’ll cover

• Current direction and tactics (prior to executing new
identity and storyline elements)
• Laying a new foundation for the future
- the importance of the right storyline for the project
• The Replay process
• Long term strategies and tactics

Current Direction and Tactics

• Change in sales strategy • Discount program on selected lots
- Tempo sales v. Event sales • Inn Programs and Packages – drive
tourism
- Pooling commissions
• Pulling product off the market –
• Sales office installations limited supply story
- On and off site directional • On line initiatives and promotions
signage program in progress
- Replay news to prospects
• Targeted classified ad campaign –
price driven - Inn promotions
• Limited PR Campaigns in Canada - Using PR to leverage social
and targeted markets in the US networking
(before Replay gets announced).

Where have we been?

Text

Home Page 2004

Where have we been?

Home Page 2005 - Present

What was the original
story?

Where it all began

• Sustainability as the Big Idea

• Walkable, Seaside Community

• Authentic Mexico

• The Anti-Cabo

Where it all began

• What Worked?
- Sustainability
- Affordability

• What Didn’t?
- Unfulfilled promises
- Vision wasn’t financially viable

• What Else Happened
- Sustainability became ubiquitous
- Economic downturn
- Storyline lacked sound economic logic

Address Current Reality

• Economy
• Current perception of Loreto Bay today, by owners and
prospects. We need raving fans.
• Airlift challenges
• Still a developing destination resort town. Needs a
vibrancy all its own that truly resonates with people.
• Can’t abandon our core audience to date, but people
tend to resist change – including visual identities.
Evolution of the project must be enticing, exciting, and
executed in a timely fashion.

How do we tell a
better story?

Refocusing: What is It?

• 15-25 wheredocument
• It is page the new story begins to develop
• Idea blueprint that translatesfrom an earlier
• Two-day process to move in tangible
blueprints, drawings, to a new one
marketing strategy plans, spreadsheets
and manuals
• Critical in responding to new market conditions
• It is a written contract among all
members of the team that are driving this
project forward.

Refocusing: What is It, cont.

• Began as process of “envisioning”
• Used with great success to invent new forms of
resort real estate
• The outcome of an envisioning session was a
Storyline

Refocusing: How Has Process Evolved

• Participation limited to a team of the industry’s
most knowledgeable and wisest in their chosen
field
• We will leave agreeing the story (vision) is
achievable within budgetary realities
• Actionable outcome - vision will be based in
reality, but still cutting edge
• Magic will be balanced with logic

Refocusing: Our Session/The Objective

• Will take place in June
• About 20-25 people
• The objective will be to re-examine and rethink
every aspect of the planning, design and
operation of Loreto Bay in the context of current
and anticipated market conditions.

Step 2
Creation of a Storyline
In a million channel world, brands whose
consumers tell the best stories, win

“The mind best understands facts when they
are woven into a conceptual fabric, such as
a narrative. Disconnected facts in the mind
are like unlinked pages on the web:
they might as well not exist.”

Steve Pinker
Harvard University
Department of Psychology

Storyline: What is a Storyline?

• 15-25 page document
• Idea blueprint that translates in tangible blueprints,
drawings, plans, spreadsheets and manuals
• It is a written contract among all members of the
team that are driving this project forward.

Storyline: Why do we need one?

• A well executed storyline will not only inform
marketing and sales - rather it touches every
aspect of programming and development on
some level.
• It drives the resort.

Step 3
Anticipated Storyline Elements

Storyline Elements: What we are becoming

1. Create a new, broader, more relevant definition of
sustainability. Focus on economic and social aspects, not
primarily environmental.
2. Must become a destination for tourists - not just a real estate
development. Visitors either become buyers, or spread the
word.
3. Allow the notion of “regenerative development” to apply to
body, mind and soul, as well as the land. Loreto Bay is a
place to come and get revived. Renewed. Reenergized.
4. Take full advantage of all nature has provided, Own the land
and the sea for miles. Being an attraction as well as a
development also allows us to create an ongoing “revenue
annuity” for the owners. Programming is critical.
5. Become better experience providers. Must expedite the
destination’s viability and create a there, there.

Storyline Elements: What we are becoming, cont.

6. The recreational capital of Baja. Position Loreto Bay as a
departure point, an Experience Concierge, to countless
experiences within the region, not just the resort itself
7. Based upon the concept of exploration, we are the guide to
those discoveries throughout the region
8. New members’ program will be known as
The Cortés Explorers Club
9. Develop different forms of real estate products that are more
attuned to market conditions - like the Beach Club
10.Build a more symbiotic relationship with the historic town of
Loreto to try to ensure that it remains relatively unspoiled -
something no other Mexican resort has really achieved.

Creative Examples: Creative Rationale

• Signal that changes are occurring within Loreto Bay
• Confirm that the resort is becoming more experience
oriented (versus just real estate)
• Establish an icon that allows us to begin exploring a
broader definition of “sustainability”
• Take ownership of an existing UNESCO World
Heritage site, Cousteau’s “World’s Aquarium” and
Steinbeck’s “exuberant fierceness of life.”
• Give meaning to the word “bay” – as in Loreto Bay

Creative Examples: Creative Rationale

• Sea (and Loreto Bay’s position as a soft edge
between mountain and sea)
• Exploration and discovery
• Mythology. The giantess of the mountain. The giants
of the deep (including the world’s largest squid, rays,
and whales)
• Stewardship of both the land and the sea

Creative Examples: New Visual Identity

Storyline Elements: New Web Site

Text

Target Launch May 15, 2008

Storyline Elements: New Web Site

Target Launch May 15, 2008

Creative Examples: Web Site Sample Copy

“It begins in the teeming tide pools of Loreto Bay and is abundant in the reefs; it
spills into the mangrove estuaries and climbs the mountain canyons into the
rose-tinged blue of twilight. In this precious geography on the Sea of Cortez, you
are the Explorer.

As an explorer, you need to get your bearings. Loreto Bay – the Bahia de Loreto
– sits in the spectacular embrace of the Sierra de las Gigantes mountains facing
onto the glassy Sea of Cortez on the eastern coast of the state of Baja California
Sur. It’s at 26 degrees N latitude and 111 degrees W longitude, approximately
550 kilometers (340 miles) north of both busy Cabo San Lucas. The resort is
8,000-acres, stretching from a three-mile beachfront to a 5,000-acre Nature
Preserve in the mountains. The town of Loreto, the oldest mission in North
America, is just moments away. Clearly, there can be no better base camp for
the adventure of life.”

Step 5
The Storyline in Action

In Action: The Cortés Explorers Club

• The Club is an example of how the
Storyline and the identity have already
begun to drive the vision for Loreto Bay
and will continue to do so.
• The Sea of Cortez was named in honor
of Hernán Cortés (Hernando Cortez),
Spanish conquistador and explorer
• Exploration and discovery are recurring
themes in the Storyline


• The concepts of exploration and guiding
are based with Abercrombie & Kent, the
world’s most illustrious experiential travel
company
• The theme of “community” is manifested
in the concept of club, as it will also soon
be in the on-line community that we are
beginning to build as a real estate
marketing and sales tool.


• Members of the club will have privileged access to
recreational, mind-filling and even life-altering
experiences not only in the resort itself but also
throughout the region, both on land and in the sea
• Membership is a passport to adventure – and
membership is the only way to obtain that passport


• The two golf-courses associated with the club
will be named Azul Grande (Big Blue) for the
enormous Blue Whales that migrate annually
to the Sea of Cortez and La Giganta, for the
mountains (Sierra de la Giganta) which form
part of the site
• Members of the club will also serve as
stewards of the land and of the sea, including
the resort’s own 5,000-acre nature preserve


• Establish Loreto as the recreational capital of Baja.
• The Training Center will be tailored to help guests
achieve greater fitness levels in specific areas that
will best serve their activity or quot;explorationquot; of choice,
be it kayaking, mountain biking etc. Eventually some
of the world's best coaches and trainers may elect to
be part of the programs on a seasonal or quot;coach in
residencequot; basis.
• Establish strategic partnerships with the worlds top
vendors (i.e. Trek mountain bikes, North Face,
Patagonia) to reinforce the notion that Loreto is, in
fact, the recreational capital of Baja. Brand specific
programs and components where appropriate (i.e.
the Trek or Gary Fisher trail).

Launching: The First Event

• Tuesday, June 10th in Vancouver
• Wall Centre Hotel
• Attendees will include:
- Vancouver's most influential people
- Previous purchasers of resort properties
- Loreto Bay owners in Western Canada
- Local, regional and national media


• Strategy
- Introduce the room to Replay and the company’s long-term
strategy and near-term plans
- Transition into the story of Loreto Bay as Replay’s first resort
property
- Extend an invitation to visit Loreto now or as a special guest
of Replay and of the resort for the official opening of The
Cortés Explorers Club.
- A Loreto Bay real estate exhibit will be strategically placed in
the ballroom’s reception area. There is a long-established
market for Mexican real estate in Western Canada


• The Offer
- A persuasive one. We’re working on that. Based on some
combination of price and membership that provides an
incentive to be interested now


• Follow-up
- Immediate follow-up within a few days of the event with those
who have expressed an interest in Loreto Bay real estate
- Ongoing followup with all 750 attendees re chartered travel to
the Fall launch of The Cortés Explorers Club
- Use this first wave of 750 people to begin creating second
and third circles of Replay and Loreto insiders

Rollout of a New Story

• Prior to event, introduce to employees, current homeowners,
strategic partners and Loreto prospects.
• A re-skinned website (which will continue to be refined over
the next nine months) will be first real evidence of the new
storyline, look and feel.
• Collateral
• The launch of The Cortés Explorers Club. Early news of the
Club position will reinforce the story
• The launch of The Beach Club as our first Replay-era real
estate offering
• Integration in to all traditional and new media marketing
elements

Rollout of New Story, cont.

• Resort signage
• Gear and garb (merchandise)
• A series of pivotal events

Who is Our Current Market?

• Current Buyers: Demographic + Geographic
- Affluent baby boomers
- Young professionals
- Ages 35 to 65
- Married couples
- Well-educated
- HHI more than $200,000

Who is Our Current Market?

• Current Buyers: Demographic + Geographic
- 44% of buyers are from California
- 20% from Canada
- 12% from the United States Northwest
- 24% are from 26 other States, France, UK,
Saudi Arabia and the US Virgin Islands

Who is Our Market Becoming?

• What Will Drive Recreational Real Estate?
- One Person’s Misfortune
- Authenticity Seekers
- Youth Wealth
- Leaving a Legacy
- The New Prime Time
- Slowing Down the Speed of Life
- The Importance of the Female Buyer
- The Real Value of Real Estate


• One Person’s Misfortune
- The downturn in the U.S. real estate market is seen as being an
opportunity for Canadians to invest not only in U.S. resort real estate (the
Palm Desert being an example) but also in markets, such as Mexico and
the Baja specifically, that were being fueled by speculation by U.S. buyers.
This “cooling out” period it the ideal time to speak to Canadians, South
Americans and even affluent Mexicans themselves about the Loreto Bay
story and the proven, long-term ability of this team to change perceptions –
of market conditions and of value.


• Authenticity Seekers
– “Authenticity is the new luxury.” Authentic architecture.
Authentic places. Authentic experiences. Authentic
people. Authentic relationships. And authentic stories.


• Youth Wealth
– Surprisingly 70-percent of the wealth in the United
States has been created in the past 12 years. We
are in an Entrepreneurial Age, when someone,
regardless of age and, indeed, independent of
traditional business acumen, can accumulate
RAPID wealth, often in technology-related fields.


• Leaving a Legacy
– Many Baby Boomers have “sold their souls, and now
they want to buy them back.” These buyers could be
drawn to Loreto Bay’s commitment to honor the land
and sea.


• The New Prime Time
– Boomers are also redefining the very word “retirement”. They see retirement
as being an active phase of life – physically, intellectually and even
professionally, with many of them embarking on second careers (often in
search of a second, preferred, more creative career than their first one).
– Being able to “work” remotely bodes well for Loreto.


• Slowing Down the Speed of Life
– In terms of real estate sales “…the new urgency is the uncertainty and
brevity of life. Baby Boomers in particular want to squeeze as much
(meaningfulness) as possible into their lives.” They accept that their bodies
will age, but mentally they do not want to grow old.
– The expansion of “regenerative development” supports this reality.


• The Importance of the Female Buyer
– With real estate uncertainty deepening across America, we’re clearly
entering a new era, with new buyers, new buying patterns, and a major
paradigm shift is needed.
– Most marketers know that 70-percent of real estate purchases are finalized
by women.


• The Real Value of Real Estate
– Today’s market presents a different kind of challenge
– End of skyrocketing prices of real-estate fueled by the
speculative buyer and by the seemingly unlimited
availability of sub-prime mortgages.
– developers who over-promised and under-delivered
have also caused buyers to now become more cautious
– Buyers now ask more and expect more of the
developer-builder they choose to buy from. This is a
crucial part of the new Loreto story.

Strategic Overview

• Leverage new brand position, expanded market data,
fully developed project storyline and marketing
infrastructure to launch a comprehensive, fully-
integrated marketing effort intended to accomplish the
following:
• Establish Loreto Bay as an emerging “must see”
destination
• Create buzz in the market place surrounding both
home sales and tourism

• Generate leads and traffic required to achieve
sales and revenue goals

Going Forward

• Introduce non-traditional methods with refined
and re-focused traditional tools
• Leverage tourism efforts for real estate
• Re-Brand Loreto Bay with new look to establish
it as a major destination

The Next 30-Days

• Introducing “Look and Feel”
• Launch New Websites
• Refine on line strategy to reflect new brand position
• Send Event Invitation
• Launch New 2008 PR Campaign - Announce Replay
• Launch Specific Vancouver/Calgary Campaigns
- mini integrated campaigns (PR, ADVT. etc)
• Completion of New Collateral Material

The Next 60-Days

• Replay/Loreto event takes place in Vancouver
• Refocusing session takes place
• Launch strategy for Beach Club finalized
• Membership launch finalized
• Continue to nurture prospects from event for fall launch
• Initiation of on site signage program. Refine on site experience.
• New creative completed. Toolbox is ready.
• Strategic partnerships for club being established

The Next 90-Days

• Complete all models and renderings required for
Beach Club and Membership Launch
• Initiate marketing for “road shows”
- email announcements, personal communication
• Tactical elements of beach club and membership in
full execution
• PR Campaigns taking hold and building momemtum
• On line initiatives going strong
• Advertising, direct mail, etc. elements in place and
ready to execute in support of on-going sales

More to Come

• True integration with hospitality
• Home owner referral programs
• Events
• Resales well underway
• Grand Openings in 2009
- Beach Club
- Golf Course

Lead Generation 2008

• Web Inquiry • Social Networking
• Public Relations • Resort Guest - Eco Travelers
• Direct Mail • Banner Ads
• Friend/Owner • Realtor
Referral
• Walk-In
• Print

Traditional vs. Non-Traditional

Traditional Non-Traditional
Print Advertising Social Media Marketing
Radio/TV/Outdoor Blogging
Public Relations Social Networking
Direct Mail Social Media
Events
Newsletters
Communication and Referral

Advertising

• A combination of base and vertical placements will be used
to support overall marketing efforts and Social Media
campaign
• In-flight magazines have performed and support tourism
• Local advertising in support of off-site events
• Message designed to drive web traffic
• Print will help establish Loreto as “must see”
• Leverage PR and editorial wherever possible

Public Relations

• Establish Replay as a respected player and trusted
source of information in resort development

• Focus on amenity development and business
development in Baja - tying back to Loreto Bay

• Utilize a combination of high level international approach
combined with additional emphasis in feeder markets/
especially Canada
• Continue integrating tourism and home sales messaging
• Further establish Loreto as a destination – the hip,
outdoor recreational hub of Baja
• Consistently reinforce Loreto Bay storyline in PR
opportunities

The Importance of the Internet

• 65-percent of resort real estate buyers find their
next new homes by referral from friends and family
• 65-percent predicate their real estate buying
decisions on information they find on the Internet
• Give them something irresistible to talk about in
our on-line marketing efforts
• Make a first-time guest visitor to our resort or to
our website feel welcomed, feel “a part of us” at
the moment of first contact

Website

• Become an interactive community
• Meet people from LB who is sharing the spirit and excitement
through conversation

• Fresh and clean
• Easy to navigate

A Myriad of New Web
2.0 Tools to Get Our
Message Out Fast!

Don’t “advertise”
Join the conversation

Social Media Marketing: Joining the Online Conversation

• Social Network Sites
– Facebook
– LinkedIn
– MySpace
– Many more...
• Blogs
• Picture/Video Sharing

Social Media Marketing

• Word of mouth can be encouraged and facilitated.
• It can’t be faked!
• 56% of consumers say they trust their friends and family to influence
them on companies and brands
• 63% of consumers share content they receive at least once a week
• 75% of people forward shared content to up to six people

Social Network Marketing

• Websites where people can gather to
discuss common interests, share media,
explore ideas, complain, praise, etc.
• There is a place for every
conceivable interest

It’s About Relationships (wasn’t it always?)

It’s Just Not Child’s
Play Anymore

Impact of Social Media Sites

Total Web Traffic in Millions July 2007

Source: ComScore

It’s Not Going Away...

• Facebook • LinkedIn
– 67 million users – Over 18 million users
– Average 250,000 new users per – More Business Oriented
day since Jan. 2007
– Average HHI - $130,000
– The fastest growing demographic
is those 25 years old and older – Average Work Experience - 15 yrs

Beach Club Launch Schedule

• Phase 1 (May 1st – August 1st)
- Replay/Loreto Bay unveiling event in Vancouver (announcement of fall
VIP weekend at Loreto Bay with immediate tours to sell existing inventory)

- Loreto Bay envisioning session (key stakeholders to redefine Loreto
vision)

- Creation of Loreto Bay envisioning piece/full collateral
- Create new CRM language system for ranking prospects
- Fill pipeline with Beach Club prospects
- Conduct full marketing and sales strategy session (written plan as output)
- Begin development of new collateral and marketing tools to support
Beach Club sales effort


• Phase 2 (August 1st – November 1st)
- Beach Club sales office tools complete (overall resort model,
graphics, etc.)

- Finalize Beach Club renderings and model (working with
development team)

- Sales team finalized
- Begin true whisper campaign
- Establish preliminary unit pricing
- Launch operations strategy defined (sales office locations, etc.)
- Early lead generation (Loreto Bay message with Beach Club
mention)

- Preliminary sales training (late October)


• Phase 3 (November 1st – March 30th)
- Lead generation continues prior to Christmas
- Main direct mail (Beach Club specific) first week of January
- Begin accepting reservations in mid-January
- Preparation of legal documents for Purchaser Guide
- Completion of Purchaser Guide (all legal docs, sales contract, etc.)
- Final unit price list released in mid-February
- Grand Opening Sales Event – March 15, 2009

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