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Carlsbad Convention and Visitors Bureau; 2020-07-01;
AGREEMENT FOR BUSINESS PROMOTION AND TOURISM MARKETING SERVICES CARLSBAD CONVENTION AND VISITORS BUREAU THIS AGREEMENT is made and entered into as of the ___________ day of _________________________, 20___ (“Effective Date”), by and between the CITY OF CARLSBAD, a municipal corporation ("City"), and Carlsbad Convention and Visitors Bureau, a non-profit, private organization ("Contractor"). RECITALS A. City requires the professional services of a contractor that is experienced in business promotion, tourism and visitor promotion programs and services. B. Contractor has the necessary experience in providing professional services and advice related to the promotion of businesses and tourism in Carlsbad. C. Selection of Contractor is expected to achieve the desired results and efficiencies in an expedited fashion. D. Contractor has submitted a proposal to City and has affirmed its willingness and ability to perform such work. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, City and Contractor agree as follows: 1. SCOPE OF WORK City retains Contractor to perform, and Contractor agrees to render, those services (the "Services") that are defined in attached Exhibit "A," which is incorporated by this reference in accordance with this Agreement’s terms and conditions. 2. STANDARD OF PERFORMANCE While performing the Services, Contractor will exercise the reasonable professional care and skill customarily exercised by reputable members of Contractor's profession practicing in the Metropolitan Southern California Area, and will use reasonable diligence and best judgment while exercising its professional skill and expertise. 3. TERM The term of this Agreement will be for a period of one (1) year from the Effective Date. 4. TIME IS OF THE ESSENCE Time is of the essence for each and every provision of this Agreement. 5. COMPENSATION The total fee payable for the Services to be performed during the Agreement term shall not exceed Two Hundred and Fifty thousand dollars ($250,000). No other compensation for the Services will be allowed except for items covered by subsequent amendments to this Agreement. The City reserves the right to withhold a ten percent (10%) retention until City has accepted the work and/or Services specified in Exhibit "A." 6. STATUS OF CONTRACTOR Contractor will perform the Services in Contractor's own way as an independent contractor and in pursuit of Contractor's independent calling, and not as an employee of City. Contractor will be under control of City only as to the result to be accomplished, but will consult with City as DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 necessary. The persons used by Contractor to provide services under this Agreement will not be considered employees of City for any purposes. The payment made to Contractor pursuant to the Agreement will be the full and complete compensation to which Contractor is entitled. City will not make any federal or state tax withholdings on behalf of Contractor or its agents, employees or subcontractors. City will not be required to pay any workers' compensation insurance or unemployment contributions on behalf of Contractor or its employees or subcontractors. Contractor agrees to indemnify City within thirty (30) days for any tax, retirement contribution, social security, overtime payment, unemployment payment or workers' compensation payment which City may be required to make on behalf of Contractor or any agent, employee, or subcontractor of Contractor for work done under this Agreement. At the City’s election, City may deduct the indemnification amount from any balance owing to Contractor. 7. SUBCONTRACTING Contractor will not subcontract any portion of the Services without prior written approval of City. If Contractor subcontracts any of the Services, Contractor will be fully responsible to City for the acts and omissions of Contractor's subcontractor and of the persons either directly or indirectly employed by the subcontractor, as Contractor is for the acts and omissions of persons directly employed by Contractor. Nothing contained in this Agreement will create any contractual relationship between any subcontractor of Contractor and City. Contractor will be responsible for payment of subcontractors. Contractor will bind every subcontractor and every subcontractor of a subcontractor by the terms of this Agreement applicable to Contractor's work unless specifically noted to the contrary in the subcontract and approved in writing by City. 8. OTHER CONTRACTORS The City reserves the right to employ other Contractors in connection with the Services. 9. INDEMNIFICATION Contractor agrees to indemnify and hold harmless the City and its officers, officials, employees and volunteers from and against all claims, damages, losses and expenses including attorneys fees arising out of the performance of the work described herein caused by any negligence, recklessness, or willful misconduct of the Contractor, any subcontractor, anyone directly or indirectly employed by any of them or anyone for whose acts any of them may be liable. The parties expressly agree that any payment, attorney’s fee, costs or expense City incurs or makes to or on behalf of an injured employee under the City’s self-administered workers’ compensation is included as a loss, expense or cost for the purposes of this section, and that this section will survive the expiration or early termination of this Agreement. 10. INSURANCE Contractor will obtain and maintain for the duration of the Agreement and any and all amendments, insurance against claims for injuries to persons or damage to property which may arise out of or in connection with performance of the services by Contractor or Contractor’s agents, representatives, employees or subcontractors. The insurance will be obtained from an insurance carrier admitted and authorized to do business in the State of California. The insurance carrier is required to have a current Best's Key Rating of not less than "A-:VII"; OR with a surplus line insurer on the State of California’s List of Approved Surplus Line Insurers (LASLI) with a rating in the latest Best’s Key Rating Guide of at least “A:X”; OR an alien non-admitted insurer listed by the National Association of Insurance Commissioners (NAIC) latest quarterly listings report. DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 10.1 Coverage and Limits. Contractor will maintain the types of coverage and minimum limits indicated below, unless the Risk Manager or City Manager approves a lower amount. These minimum amounts of coverage will not constitute any limitations or cap on Contractor's indemnification obligations under this Agreement. City, its officers, agents and employees make no representation that the limits of the insurance specified to be carried by Contractor pursuant to this Agreement are adequate to protect Contractor. If Contractor believes that any required insurance coverage is inadequate, Contractor will obtain such additional insurance coverage, as Contractor deems adequate, at Contractor's sole expense. The full limits available to the named insured shall also be available and applicable to the City as an additional insured. 10.1.1 Commercial General Liability (CGL) Insurance. Insurance written on an “occurrence” basis, including personal & advertising injury, with limits no less than $1,000,000 per occurrence. If a general aggregate limit applies, either the general aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice the required occurrence limit. 10.1.2 Automobile Liability. (if the use of an automobile is involved for Contractor's work for City). $1,000,000 combined single-limit per accident for bodily injury and property damage. 10.1.3 Workers' Compensation and Employer's Liability. Workers' Compensation limits as required by the California Labor Code. Workers' Compensation will not be required if Contractor has no employees and provides, to City's satisfaction, a declaration stating this. 10.1.4 Professional Liability. Errors and omissions liability appropriate to Contractor’s profession with limits of not less than $1,000,000 per claim. Coverage must be maintained for a period of five years following the date of completion of the work. 10.2 Additional Provisions. Contractor will ensure that the policies of insurance required under this Agreement contain, or are endorsed to contain, the following provisions: 10.2.1 The City will be named as an additional insured on Commercial General Liability which shall provide primary coverage to the City. 10.2.2 Contractor will obtain occurrence coverage, excluding Professional Liability, which will be written as claims-made coverage. 10.2.3 This insurance will be in force during the life of the Agreement and any extensions of it and will not be canceled without thirty (30) days prior written notice to City sent by certified mail pursuant to the Notice provisions of this Agreement. 10.3 Providing Certificates of Insurance and Endorsements. Prior to City's execution of this Agreement, Contractor will furnish certificates of insurance and endorsements to City. 10.4 Failure to Maintain Coverage. If Contractor fails to maintain any of these insurance coverages, then City will have the option to declare Contractor in breach or may purchase replacement insurance or pay the premiums that are due on existing policies in order to maintain the required coverages. Contractor is responsible for any payments made by City to obtain or maintain insurance and City may collect these payments from Contractor or deduct the amount paid from any sums due Contractor under this Agreement. DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 10.5 Submission of Insurance Policies. City reserves the right to require, at any time, complete and certified copies of any or all required insurance policies and endorsements. 11. BUSINESS LICENSE Contractor will obtain and maintain a City of Carlsbad Business License for the term of the Agreement, as may be amended from time-to-time. 12. ACCOUNTING RECORDS Contractor will maintain complete and accurate records with respect to costs incurred under this Agreement. All records will be clearly identifiable. Contractor will allow a representative of City during normal business hours to examine, audit, and make transcripts or copies of records and any other documents created pursuant to this Agreement. Contractor will allow inspection of all work, data, documents, proceedings, and activities related to the Agreement for a period of three (3) years from the date of final payment under this Agreement. 13. OWNERSHIP OF DOCUMENTS All work product produced by Contractor or its agents, employees, and subcontractors pursuant to this Agreement is the property of City. In the event this Agreement is terminated, all work product produced by Contractor or its agents, employees and subcontractors pursuant to this Agreement will be delivered at once to City. Contractor will have the right to make one (1) copy of the work product for Contractor’s records. 14. COPYRIGHTS Contractor agrees that all copyrights that arise from the services will be vested in City and Contractor relinquishes all claims to the copyrights in favor of City. 15. NOTICES The name of the persons who are authorized to give written notice or to receive written notice on behalf of City and on behalf of Contractor under this Agreement. For City For Contractor Name David Graham Name Mark Rudyk Title Chief Innovation Officer Title Director of Marketing & Communications Department Office of Innovation and Economic Development Address Visit Carlsbad City of Carlsbad 400 Carlsbad Village Drive Carlsbad, CA 92008 Address 1200 Carlsbad Village Drive Phone No. 949-415-9569 Carlsbad, CA 92008 Email mark@visitcarlsbad.com Phone No. 760-434-5992 Each party will notify the other immediately of any changes of address that would require any notice or delivery to be directed to another address. DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 16. CONFLICT OF INTEREST Contractor shall file a Conflict of Interest Statement with the City Clerk in accordance with the requirements of the City of Carlsbad Conflict of Interest Code. The Contractor shall report investments or interests in all categories. Yes No 17. GENERAL COMPLIANCE WITH LAWS Contractor will keep fully informed of federal, state and local laws and ordinances and regulations which in any manner affect those employed by Contractor, or in any way affect the performance of the Services by Contractor. Contractor will at all times observe and comply with these laws, ordinances, and regulations and will be responsible for the compliance of Contractor's services with all applicable laws, ordinances and regulations. Contractor will be aware of the requirements of the Immigration Reform and Control Act of 1986 and will comply with those requirements, including, but not limited to, verifying the eligibility for employment of all agents, employees, subcontractors and consultants whose services are required by this Agreement. 18. DISCRIMINATION AND HARASSMENT PROHIBITED Contractor will comply with all applicable local, state and federal laws and regulations prohibiting discrimination and harassment. 19. DISPUTE RESOLUTION If a dispute should arise regarding the performance of the Services the following procedure will be used to resolve any questions of fact or interpretation not otherwise settled by agreement between the parties. Representatives of Contractor or City will reduce such questions, and their respective views, to writing. A copy of such documented dispute will be forwarded to both parties involved along with recommended methods of resolution, which would be of benefit to both parties. The representative receiving the letter will reply to the letter along with a recommended method of resolution within ten (10) business days. If the resolution thus obtained is unsatisfactory to the aggrieved party, a letter outlining the disputes will be forwarded to the City Manager. The City Manager will consider the facts and solutions recommended by each party and may then opt to direct a solution to the problem. In such cases, the action of the City Manager will be binding upon the parties involved, although nothing in this procedure will prohibit the parties from seeking remedies available to them at law. 20. TERMINATION In the event of the Contractor's failure to prosecute, deliver, or perform the Services, City may terminate this Agreement for nonperformance by notifying Contractor by certified mail of the termination. If City decides to abandon or indefinitely postpone the work or services contemplated by this Agreement, City may terminate this Agreement upon written notice to Contractor. Upon notification of termination, Contractor has five (5) business days to deliver any documents owned by City and all work in progress to City address contained in this Agreement. City will make a determination of fact based upon the work product delivered to City and of the percentage of work that Contractor has performed which is usable and of worth to City in having the Agreement completed. Based upon that finding City will determine the final payment of the Agreement. Either party upon tendering thirty (30) days written notice to the other party may terminate this Agreement. In this event and upon request of City, Contractor will assemble the work product and put it in order for proper filing and closing and deliver it to City. Contractor will be paid for work X X X DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 performed to the termination date; however, the total will not exceed the lump sum fee payable under this Agreement. City will make the final determination as to the portions of tasks completed and the compensation to be made. 21. COVENANTS AGAINST CONTINGENT FEES Contractor warrants that Contractor has not employed or retained any company or person, other than a bona fide employee working for Contractor, to solicit or secure this Agreement, and that Contractor has not paid or agreed to pay any company or person, other than a bona fide employee, any fee, commission, percentage, brokerage fee, gift, or any other consideration contingent upon, or resulting from, the award or making of this Agreement. For breach or violation of this warranty, City will have the right to annul this Agreement without liability, or, in its discretion, to deduct from the Agreement price or consideration, or otherwise recover, the full amount of the fee, commission, percentage, brokerage fees, gift, or contingent fee. 22. CLAIMS AND LAWSUITS By signing this Agreement, Contractor agrees that any Agreement claim submitted to City must be asserted as part of the Agreement process as set forth in this Agreement and not in anticipation of litigation or in conjunction with litigation. Contractor acknowledges that if a false claim is submitted to City, it may be considered fraud and Contractor may be subject to criminal prosecution. Contractor acknowledges that California Government Code sections 12650 et seq., the False Claims Act applies to this Agreement and, provides for civil penalties where a person knowingly submits a false claim to a public entity. These provisions include false claims made with deliberate ignorance of the false information or in reckless disregard of the truth or falsity of information. If City seeks to recover penalties pursuant to the False Claims Act, it is entitled to recover its litigation costs, including attorney's fees. Contractor acknowledges that the filing of a false claim may subject Contractor to an administrative debarment proceeding as the result of which Contractor may be prevented to act as a Contractor on any public work or improvement for a period of up to five (5) years. Contractor acknowledges debarment by another jurisdiction is grounds for City to terminate this Agreement. 23. JURISDICTION AND VENUE Any action at law or in equity brought by either of the parties for the purpose of enforcing a right or rights provided for by this Agreement will be tried in a court of competent jurisdiction in the County of San Diego, State of California, and the parties waive all provisions of law providing for a change of venue in these proceedings to any other county. 24. SUCCESSORS AND ASSIGNS It is mutually understood and agreed that this Agreement will be binding upon City and Contractor and their respective successors. Neither this Agreement nor any part of it nor any monies due or to become due under it may be assigned by Contractor without the prior consent of City, which shall not be unreasonably withheld. 25. ENTIRE AGREEMENT This Agreement, together with any other written document referred to or contemplated by it, along with the purchase order for this Agreement and its provisions, embody the entire Agreement and understanding between the parties relating to the subject matter of it. In case of conflict, the terms of the Agreement supersede the purchase order. Neither this Agreement nor any of its provisions may be amended, modified, waived or discharged except in a writing signed by both parties. /// DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 26. AUTHORITY The individuals executing this Agreement and the instruments referenced in it on behalf of Contractor each represent and warrant that they have the legal power, right and actual authority to bind Contractor to the terms and conditions of this Agreement. CONTRACTOR CITY OF CARLSBAD, a municipal corporation of the State of California By: By: Troy Wood, Chairperson Scott Chadwick, City Manager ATTEST: By: Rob Stirling, Vice Chairperson For BARBARA ENGLESON City Clerk If required by City, proper notarial acknowledgment of execution by contractor must be attached. If a corporation, Agreement must be signed by one corporate officer from each of the following two groups. Group A Group B Chairman, Secretary, President, or Assistant Secretary, Vice-President CFO or Assistant Treasurer Otherwise, the corporation must attach a resolution certified by the secretary or assistant secretary under corporate seal empowering the officer(s) signing to bind the corporation. APPROVED AS TO FORM: CELIA A. BREWER, City Attorney BY: _____________________________ Assistant City Attorney DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 EXHIBIT “A” SCOPE OF SERVICES City of Carlsbad Recovery Marketing Outline The Recovery Campaign The main goal of the campaign is to draw attention to the open businesses & activities available to newly traveling consumers as things open up, encourage action & purchases, promoting safety and cleanliness message along with open spaces and proximity away from major metro areas to alleviate potential fears on virus related concerns, encouraging return from both drive markets and local audiences. Objectives: Bring awareness to reopening of Carlsbad businesses with focus on five major pillars of tourism interests. Encourage actions: bookings, reservations, tickets purchase, retail purchase. Ensure Carlsbad is the premier choice for Californians and West Coast Americans returning to travel, driving revenue in a much-needed recovery period, maintaining throughout the 2020-2021 fiscal year. KPI’s: Measure traffic increases via web analytics; time on site, pageviews and links off to partner business sites. Measure hotel occupancy increases and leisure/group movement via the STR monthly reports. Targeted audiences: Los Angeles/Orange County, San Diego (greater), Greater Palm Springs, Hyperlocal area (Carlsbad & immediate areas). Local Southern California markets will rebound quicker vs destination markets as people will feel more comfortable traveling locally, driving and avoiding bigger mass transit (flights), while still being close to home. The recovery marketplace will see an increase in “support local” initiatives and exploring in our own backyard, and an increase in demand for regional and drive market travel; Carlsbad is well positioned with its Southern California location to attract travelers in California and across the West Coast. Advertising: Advertising will use a few different messages depending on the audience and message segment. The following advertising segments would be utilized: Google Search PPC & Display Network Digital Radio Video Pre-Roll & In-Page Video (internet) Connected TV Video (In-home) Display Banner Advertising / Retargeting & Remarketing Social Media Advertising & Retargeting • Print Ads (Leisure & Group) • TV Broadcast – spotlight features during morning/evening news • Email blasts to newsletter subscribers DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 • Custom landing pages/website • Blog content articles Messaging: We will focus on five areas of focus/ messaging: 1) Lodging 2) Activities/Things to Do 3) Restaurants 4) Shopping/Retail 5) Outdoors Key Points: • The destination of Carlsbad is safe and welcoming travelers—it remains a charming beachside destination offering incredible wellness, outdoor adventure, and luxury experiences. • As travelers look to reset and rejuvenate, Carlsbad’s marquee resorts serve as a wellness oasis to reconnect and center as we reemerge into our day-to-day lives. • As we look to travel together again, Carlsbad offers something for the whole family and beyond. From surfing, hiking, and biking to incredible food, beer, and local events, Carlsbad is a great destination for everyone. • A quintessential Southern California beach town, Carlsbad offers a variety of incredible experiences led by small businesses, makers, and creatives. Supporting Carlsbad supports its community. Campaign Umbrella Concept: “Carlsbad is Calling.” Nestled among seven miles of pristine coastline, Carlsbad is one of Southern California’s prime destinations offering legendary resorts, world-class spas and wellness retreats, championship golf courses with ocean views, vibrant flower fields, family attractions and theme parks, a bustling craft beer and culinary scene, as well as a charming downtown village. Carlsbad revolves around unforgettable experiences in the sun and sand, at tranquil spa retreats, and among the internationally inspired restaurants, breweries, shops, and cultural institutions. Will you answer the call? Learn more at CarlsbadIsCalling.com. DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 Subset Campaign Messaging Focus Restaurants/Shopping/Retail: Shop Local/Support Local Business You can help us recover and be part of the solution. Support our local business and let’s give back to those in the community who are part of our own family. They have been providing for us and now we can help provide for them. Group Sales: Keep Meetings Local There are many businesses who call Carlsbad “home”. Now they can help us by keeping meetings local and support our city and hotels during this recovery time. Now more than ever, we as a community need to come together, stand strong and stay united. Outdoors: Wide Open Space to Escape from the Doldrum. Carlsbad is home to seven miles of pristine beaches, the most trails in all of San Diego and a whole lot of parks and outdoor space. Only here can you truly escape from everyone and everything – while still enjoying the best amenities of the larger cities, only without all the crowds. Restaurants: Same great tastes. Things may seem a little different, but some things like world class dining, delicious casual eateries, spectacular offerings that make your mouth water; these things haven’t changed at all. Your seat may be different, but your experience will still be great. Lodging: Luxury to casual costal, Carlsbad has you covered. We’ve all waited for this time.- to get out and get away. Carlsbad is home to amazing resort properties and casual beach lodging. Whatever it is your looking to call home, we have it here for your next stay. Campaign Tentative Timing by Message Segment: This timeline will be based on when appropriate messaging is ready to be rolled out. This will be determined by the State, County of San Diego and City of Carlsbad allowed policy and easement schedule and timing. June July August Sept. October Lodging Restaurants Shopping/Retail Outdoors Activities DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 Ad Effectiveness Study As an option, we can conduct an Ad Effectiveness Study post-campaign for results on how well the advertising efforts performed. The study would report on things such as: Market Reach, Cost Efficiency, Incremental Travel, Incremental Revenue Generated, Return on Investment, Number of Households Reached, Incremental Room Nights, and more. Budget Spend & Ad Deployment/Campaign Timing The detailed budget spend of $250,000 will take place over a 5 month schedule. The monthly budget would be broken out as follows: June $20K, July 70K, August 64K, September 49.5K and October 46.5K. Visit Carlsbad Marketing Messaging Continuation In conjunction with the City of Carlsbad marketing funds, Visit Carlsbad has budgeted for the 2020/21 fiscal year (July 2020 - June 2021) $250,000 for their digital marketing efforts. These funds will continue the key areas of marketing messaging and in some cases, overlap or enhance the promotion of the five main segments, providing continued longevity to the destination’s marketing promotions. In certain areas depending on a number of factors (current assessments, demand, positive rebound in the market) it may make sense that some of the marketing messaging and deployments shift from the city marketing plan to Visit Carlsbad, allowing us to focus on other needs and potentially elongating the city marketing campaign for a longer period of time. Although Visit Carlsbad has extensively budgeted out starting July 1, Visit Carlsbad realizes that it will potentially be a slow growth period for revenues to return for their assessment, and depending on how hotel occupancy rates progress, could hinder the onset of their projected digital budget. However, with the city marketing efforts, we will be able to kick-off strong and maintain market presence with the expected spends from Visit Carlsbad kicking in as market recovery progresses. Campaign Reporting Reporting will be a key part of the marketing campaign, monitoring performance, reach and other key metrics & key performance indicators. We will utilize various sources for reporting, including Google Analytics for website traffic, STR reports for hotel data metrics, advertising reports from vendor contracts on performance, as well as social media ad data. All of this information will be rolled into monthly reports and will cover all the key areas of our advertising campaign while being presented to the marketing committee and city officials. Based on report metrics, campaigns may be adjusted or altered, to ensure the best return and performance on each individual ad spend/product. DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 Media Flowchart 2020 City of Carlsbad Recovery Campaign Media Unit Length/Size TOTAL COST Space Deadlines Materials Deadlines Run Dates Placement Details CPM Gross Impressions NET COST Digital Sojern 300x250, 728x90, 160x600, 300x600 300x50, 320x50 6/15 6/25 7/1-10/1 Sojern Traveler Platform Display/Mobile: Carlsbad Intenders- Travelers who are looking to travel to SoCal, competitive conquesting, google audience and smart retargeting. $6.00 2,500,000 $15,000 $15,000 Sojern :15 or :30 sec pre-roll Video 6/15 6/25 7/1-10/1 Sojern Traveler Platform Pre-Roll Video: Carlsbad Intenders- Travelers who are looking to travel to SoCal, competitive conquesting, google audience and smart retargeting. $16.00 625,000 $10,000 $10,000 Sojern 300x250, 728x90, 160x600, 300x600 300x50, 320x50 6/15 6/25 7/1-10/1 Sojern Traveler Platform Display/Mobile: ADDED VALUE: Carlsbad Intenders- Travelers who are looking to travel to SoCal, competitive conquesting, google audience and smart retargeting. $0.00 208,333 $0 $0 Pandora 300x50, 320x50 6/15 6/22 2/1-3/31 Demo Targeting: MF 30-65+; LOS ANGELES DMA, SAN DIEGO DMA; Publisher Targeting: Pandora, SoundCloud; Content Targeting: Music $28.00 678,750 $9,500 $9,500 Pandora Mobile Video :30 with Standard Banner 300x250 6/15 6/22 2/1-3/31 Demo Targeting: MF 30-65+; Arizona, California, Nevada;Geo Anti-Targeting: LOS ANGELES DMA, SAN DIEGO DMA; Audience Targeting: Leisure Travelers AND Pandora Household Income >$100K; Publisher Targeting: Pandora, SoundCloud; Content Targeting: Music $32.00 890,625 $14,500 $14,500 Pandora Mobile Display with Standard Banner 300x250 6/15 6/22 2/1-3/31 Demo Targeting: F 30-65+; LOS ANGELES DMA, SAN DIEGO DMA; Content Targeting: Music $8.00 375,000 $3,000 $3,000 Pandora Mobile Display with Standard Banner 300x250 6/15 6/22 2/1-3/31 Demo Targeting: F 30-65+; Arizona, California, Nevada;Geo Anti-Targeting: LOS ANGELES DMA, SAN DIEGO DMA; Audience Targeting: Leisure Travelers AND Pandora Household Income >$100K; Content Targeting: Music $14.00 214,285 $3,000 $3,000 Pandora Display Everywhere - non-guaranteed 6/15 6/22 2/1-3/31 Demo Targeting: MF 30-65+; Arizona, California, Nevada;Geo Anti-Targeting: LOS ANGELES DMA, SAN DIEGO DMA; Audience Targeting: Leisure Travelers AND Pandora Household Income >$100K; Content Targeting: Music $0.00 122,544 $0 $0 Trip Advisor 970x250, 300x600, 300x250, 728x90, 320x50, Native Mobile 6/15 6/25 7/1-10/1 Destination Content Pages - Carlsbad + Competitive Content $24.00 600,000 $14,400 $14,400 Trip Advisor 970x250, 300x600, 300x250, 728x90, 320x50, Native Mobile 6/15 6/25 7/1-10/1 Retargeting on TripAdvisor - Retarget SoCal Attractions Searchers on TA (SeaWorld, San Diego Zoo, Safari Park, Legoland, Disneyland, Universal Studios Hollywood) $17.00 500,000 $8,500 $8,500 Trip Advisor :15 video + copy 6/15 6/25 7/1-10/1 Destination Content Pages | Outstream Video (native) - California $35.00 100,000 $3,600 $3,600 Trip Advisor :15 video + copy 6/15 6/25 7/1-10/1 Drive Markets + Audience Segments | Outstream Video (native) - Family Travelers - Los Angeles, Orange County, San Diego, Riverside, Santa Barbara DMA IP's $35.00 100,000 $3,500 $3,500 Adara Pre-Roll Video :15 / :30 6/15 6/25 7/1-10/1 Desktop/Mobile/Tablet Video Pre-roll Package: ADARA In-Market Searchers and Bookers to Carlsbad, La Jolla, Oceanside and Encinitas + Geo-targeting + Retargeting $14.00 714,286 $10,000 $10,000 Adara Display 300x600, 300x250, 160x600, 728x90 6/15 6/25 7/1-10/1 Desktop/Mobile/Tablet Display Package: ADARA In-Market Searchers and Bookers to Carlsbad, Oceanside and Encinitas + Geo-targeting + Retargeting $6.00 2,500,000 $15,000 $15,000 Adara Display 300x600, 300x250, 160x600, 728x90 6/15 6/25 7/1-10/1 ADARA Added-value Desktop/Mobile/Tablet Display Package: ADARA In-Market Searchers and Bookers to Carlsbad, Oceanside and Encinitas + Geo-targeting + Retargeting $0.00 625,000 $0 $0 Google Display Network Standard IAB Units/Respnsive Units 6/30 6/30 6/1-10/1 Geotargeting consumers in LA, San Diego, Palm Springs who are doing Google Searches in our keyword list. Can also conquest target (ex.: searching for Santa Barbara) $0.65 15,000,000 $24,000 $24,000 SpotX Video Desktop/Mobile 6/15 6/25 7/1-10/1 RON or RON Video with Demo Targeting to Women with Children Ages 8 and Younger with HHI $100K+, Audience Targeting to Vacation Intenders, Geo-Targeting & Re-Targeting $11.00 1,818,181 $20,000 $20,000 SpotX Video Connected TV 6/15 6/25 7/1-10/1 RON or RON Video Targeting CTV Content with Demo Targeting to Women with Children Ages 8 and Younger with HHI $100K+, Audience Targeting to Vacation Intenders, Geo- Targeting and Geo-Targeting $40.00 250,000 $10,000 $10,000 Social Media Ads Desktop/Mobile 6/15 6/25 6/1-10/1 Facebook / Instagram $11.00 1,818,181 $9,000 $9,000 Print SD Tribune Half/Full Page 6/15 6/25 7/1-10/1 Sunday Print/Digital Banners $0.00 680,000 $5,000 $5,000 MICE Publications LA Times Print/Digital Half/Full Page 6/15 6/15 6/25 6/25 7/1-10/1 7/1-10/1 Print/Digital Sunday Print/Digital Banners $6.00 $0.00 360,000 714,000 $10,000 $5,000 $10,000 $5,000 Television Los Angeles News 15-30 second spotlight 6/15 6/25 7/1-10/1 News Partnership on-air spots morning/evening news $0.00 1,500,000 $30,000 $30,000 TOTAL $6.78 32,894,185 $223,000 $223,000 DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 2020 RECOVERY MARKETING BUDGET ALLOCATION June July August September October Total Allocation CREATIVE/CONTENT Video Assets Creation 10,000 0 4,000 0 0 14,000 Blog Content Creation 1,000 1,000 1,000 1,000 0 4,000 Digital Media Creations (HTML5 Ads) 1,500 0 0 0 0 1,500 TOTAL CREATIVE COST 19,500 ADVERTISING Google Search Marketing (PPC) & Display Network 4,000 5,000 5,000 5,000 5,000 24,000 Pandora Digital Radio (Voiceover/Video/ Display) 0 7,500 7,500 7,500 7,500 30,000 TripAdvisor (Video/Display) 0 7,500 7,500 7,500 7,500 30,000 SpotX Video Advertising 0 7,500 7,500 7,500 7,500 30,000 Sojern Retargeting & Programatic Display/Video Ads 0 6,500 6,500 6,500 5,500 25,000 Adara Retargeting & Programatic Display/Video Ads 0 6,500 6,500 6,500 5,500 25,000 SD Tribune Print Ads - Welcome Back 0 5,000 0 0 0 5,000 LA Times Print Ads - Welcome Back 0 5,000 0 0 0 5,000 Social Media Ad Sets (Facebook/Instagram) 2,000 2,000 2,000 1,500 1,500 9,000 Los Angeles TV News (CBS/NBC, etc.) Partnership/Spotlights 0 15,000 15,000 0 0 30,000 MICE Print/Digital Adsets 0 0 0 5,000 5,000 10,000 TOTAL ADVERTISING COST 223,000 AGENCY FEES Elevated Agency Fees PPC Search Management / Social Ads 1,500 1,500 1,500 1,500 1,500 7,500 TOTAL FEES COST 7,500 TOTALS 20,000 70,000 64,000 49,500 46,500 250,000 DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 City Attorney Approved Version 6/12/18 14 2020/21 Fiscal Year Digital Budget Total Spend Budgeted Total Spend Actual Total Spend Remaining Digital Channel July August September October November December January February March April May June YTD YTD YTD PPC Search 3500 3500 5000 4500 5000 5000 6000 6000 6000 6000 5000 5000 $60,500 $0 $60,500 Digital Display Adwords 500 0 2000 2000 3000 0 3000 3000 3000 5000 4000 0 $25,500 $0 $25,500 Website Development 2000 2000 2000 2000 2000 2000 2000 2000 2000 2000 4000 4300 $28,300 $0 $28,300 Content Creation 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 1000 $12,000 $0 $12,000 SEO 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 4500 $54,000 $0 $54,000 Analytics/Reporting 300 300 300 300 300 300 300 300 300 300 300 300 $3,600 $0 $3,600 Social Media Ads 1250 1250 1250 1250 1250 1250 1250 1250 1250 1250 1250 1250 $15,000 $0 $15,000 Trip Advisor Sponsorship 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.666 1666.66 6 1666.666 1666.66 6 $20,000 $0 $20,000 Fees 2400 2400 2400 2400 2400 2400 2400 2400 2400 2400 2400 2400 $28,800 $0 $28,800 Misc 1200 100 100 100 100 100 100 100 100 100 100 100 $2,300 $0 $2,300 Total Monthly Spend $18,317 $16,717 $20,217 $19,717 $21,217 $18,217 $22,217 $22,217 $22,217 $24,217 $24,217 $20,517 $250,000 $0 $250,000 DocuSign Envelope ID: BABA191B-7D8F-4EDB-BE97-DB62A58A4930 WLTR005 THE HARTFORD BUSINESS SERVICE CENTER 3600 WISEMAN BLVD SAN ANTONIO TX 78251 July 1, 2020 Carlsbad Convention & Visitors Bureau DBA Visit Carlsbad 400 Carlsbad Village Drive Carlsbad CA 92008 Account Information: Policy Holder Details :CARLSBAD VISITORS BUREAU Contact Us Business Service Center Business Hours: Monday - Friday (7AM - 7PM Central Standard Time) Phone:(866) 467-8730 Fax:(888) 443-6112 Email:agency.services@thehartford.com Website:https://business.thehartford.com Enclosed please find a Certificate Of Insurance for the above referenced Policyholder.Please contact us if you have any questions or concerns. Sincerely, Your Hartford Service Team CERTIFICATE OF LIABILITY INSURANCE DATE (MM/DD/YYYY) 07/01/2020 THIS CERTIFICATE IS ISSUED AS A MATTER OF INFORMATION ONLY AND CONFERS NO RIGHTS UPON THE CERTIFICATE HOLDER. THIS CERTIFICATE DOES NOT AFFIRMATIVELY OR NEGATIVELY AMEND,EXTEND OR ALTER THE COVERAGE AFFORDED BY THE POLICIES BELOW.THIS CERTIFICATE OF INSURANCE DOES NOT CONSTITUTE A CONTRACT BETWEEN THE ISSUING INSURER(S), AUTHORIZED REPRESENTATIVE OR PRODUCER, AND THE CERTIFICATE HOLDER. IMPORTANT:If the certificate holder is an ADDITIONAL INSURED,the policy(ies)must be endorsed.If SUBROGATIONIS WAIVED, subject to the terms and conditions of the policy,certain policies may require an endorsement.A statement on this certificate does not confer rights to the certificate holder in lieu of such endorsement(s). PRODUCER GERALD C MCCLELLAN JR 72165166 The Hartford Business Service Center 3600 Wiseman Blvd San Antonio, TX 78251 CONTACT NAME: PHONE (A/C, No, Ext): (866) 467-8730 FAX (A/C, No): (888) 443-6112 E-MAIL ADDRESS: INSURER(S) AFFORDING COVERAGE NAIC# INSURED CARLSBAD VISITORS BUREAU 400 CARLSBAD VILLAGE DR CARLSBAD CA 92008-2301 INSURER A :Sentinel Insurance Company Ltd.11000 INSURER B : INSURER C : INSURER D : INSURER E : INSURER F : COVERAGES CERTIFICATE NUMBER:REVISION NUMBER: THIS IS TO CERTIFY THAT THE POLICIES OF INSURANCE LISTED BELOW HAVE BEEN ISSUED TO THE INSURED NAMED ABOVE FOR THE POLICY PERIOD INDICATED.NOTWITHSTANDING ANY REQUIREMENT,TERM OR CONDITION OF ANY CONTRACT OR OTHER DOCUMENT WITH RESPECT TO WHICH THIS CERTIFICATE MAY BE ISSUED OR MAY PERTAIN,THE INSURANCE AFFORDED BY THE POLICIES DESCRIBED HEREIN IS SUBJECT TO ALL THE TERMS, EXCLUSIONS AND CONDITIONS OF SUCH POLICIES. LIMITS SHOWN MAY HAVE BEEN REDUCED BY PAID CLAIMS. INSR LTR TYPE OF INSURANCE ADDL INSR SUBR WVD POLICY NUMBER POLICY EFF (MM/DD/YYYY) POLICY EXP (MM/DD/Y YYY)LIMITS A COMMERCIAL GENERAL LIABILITY 72 SBA GA2857 09/06/2020 09/06/2021 EACH OCCURRENCE $1,000,000 CLAIMS-MADE X OCCUR DAMAGE TO RENTED PREMISES (Ea occurrence)$1,000,000 X General Liability MED EXP (Any one person)$10,000 PERSONAL & ADV INJURY $1,000,000 GEN'L AGGREGATE LIMIT APPLIES PER:GENERAL AGGREGATE $2,000,000 POLICY PRO- JECT X LOC PRODUCTS - COMP/OP AGG $2,000,000 OTHER: A AUTOMOBILE LIABILITY 72 SBA GA2857 09/06/2020 09/06/2021 COMBINED SINGLE LIMIT (Ea accident)$1,000,000 ANY AUTO BODILY INJURY (Per person) ALL OWNED AUTOS SCHEDULED AUTOS BODILY INJURY (Per accident) X HIRED AUTOS X NON-OWNED AUTOS PROPERTY DAMAGE (Per accident) UMBRELLA LIAB EXCESS LIAB OCCUR CLAIMS- MADE EACH OCCURRENCE AGGREGATE DED RETENTION $ WORKERS COMPENSATION AND EMPLOYERS' LIABILITY ANY PROPRIETOR/PARTNER/EXECUTIVE OFFICER/MEMBER EXCLUDED? (Mandatory in NH) If yes, describe under DESCRIPTION OF OPERATIONS below N/ A PER STATUTE OTH- ER Y/N E.L. EACH ACCIDENT E.L. DISEASE -EA EMPLOYEE E.L. DISEASE - POLICY LIMIT DESCRIPTION OF OPERATIONS / LOCATIONS / VEHICLES (ACORD 101, Additional Remarks Schedule, may be attached if more space is required) Those usual to the Insured's Operations. CERTIFICATE HOLDER CANCELLATION Carlsbad Convention & Visitors Bureau DBA Visit Carlsbad 400 Carlsbad Village Drive Carlsbad CA 92008 SHOULD ANY OF THE ABOVE DESCRIBED POLICIES BE CANCELLED BEFORE THE EXPIRATION DATE THEREOF,NOTICE WILL BE DELIVERED IN ACCORDANCE WITH THE POLICY PROVISIONS. AUTHORIZED REPRESENTATIVE © 1988-2015 ACORD CORPORATION. All rights reserved. ACORD 25 (2016/03)The ACORD name and logo are registered marks of ACORD