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Carlsbad Convention and Visitors Bureau dba VisitCarlsbad; 2015-07-02;
AMENDMENT NO.3 TO AGREEMENT WITH CARLSBAD CONVENTION AND VISITORS BUREAU FOR PROMOTION OF TOURISM AND VISITOR SERVICES Amendment No. 3 is entered into and effective as of the 2\ 51-day of ---~1.\tP~f--------' 2016, amending the agreement dated July 2, 2015 (the "Agreement'') by nd between the Carlsbad Tourism Business Improvement District (CTBID), and Carlsbad Convention and Visitors Bureau doing business as VisitCarlsbad ("Contractor") (collectively, the "Parties") for tourism and visitor promotion programs and services. RECITALS A On July 2, 2015, the Parties executed the original Agreement for professional services relating to the promotion of tourism in Carlsbad for the period of July 1, 2015 through June 30, 2016; and B. CTBID chases to fund group sales an additional $112,730 which exceeds the amount in the FY 2015-16 contract amount by $112,730; and C. The Parties desire to alter the Agreement's scope of work to and fee schedule, which is attached to and incorporated by this reference as Exhibit "A", Visit Carlsbad Group Marketing. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, CTBID and Contractor agree as follows: 1. In addition to those services contained in the Agreement, as may have been amended from time to time, Contractor will provide those additional services described in Exhibit "An. 2. City will pay Contractor for all work associated with those services described in Exhibit "A" in an amount not-to-exceed One Hundred Thousand ($112,730). 3. Contractor completed all work described in the attactled Exhibit "A" by June 30, 2016. 4. All other provisions of the Agreement, as may have been amended from time to time, will remain in full force and effect. 5. All requisite insurance policies to be maintained by Contractor pursuant to the Agreement, as may have been amended from time to time, will include coverage for this Amendment. 6. The individuals executing this Amendment 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 Amendment. City Attorney Approved Version 1/30/13 1 EXHIBIT 2 CONTRACTOR CITY OF CARLSBAD, a municipal corporation of the State ali ATTEST: By: BARBARA ENGL ON Pro Tern Clerk ofthe CTBID 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 Chairman, President, or Vice-President Group B Secretary, Assistant Secretary, 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: City Attorney Approved Version 1/30/13 2 ··~~{lsbad Overview 2015-2016 Budget Overview Group Direct Expenses EXHIBIT A Major industries to focus on include biotech, sports business/retail, incentive to include pharmaceutical, financial, insurance and health/medical. In addition, a secondary focus will be placed on the SMERF market. This is supported by the SAG report and survey of the meetings hotels. I. Building the foundation TARGET TOPIC DESCRIPTION STEPS TAKEN NOTES /TO DO BUDGET DATE COST APR30 Technology CMS/CRM Software -Surveyed DMOs to get top -Execute 36 month contract $6,000 offering integration platforms -Implementation in APR with Outlook, MINT, -Demonstrations with IDSS, -Monthly service fee for MAY and JUN event and website. Salesforce.com, Simpleview and -Training and Annual User Conference Ungerboeck (MAY/JUN) -Cost analysis -Called references for IDSS JUN 15 Website The Groups/Meetings -Got bid from Civilian -RFP to go out by MAR 31 for additional bids. $20,000 landing page will be -Researched local web development -Develop branding for Groups/Meetings page done in conjunction companies -Decide on call to action for RFP submission with the new Visit -Working on RFP Carlsbad website. APR8 Displays Visit Carlsbad does not -Contacted 3 local companies for Order: $2,056 have the appropriate bids. -3 ftoor shades displays to project the -Reviewed options to cover both - 1 tabletop shade image we want for the tradeshows and appointment events. - 2 table covers with images (6') Groups and Meetings -Got cost estimates. - 1 table runner with logo market. JUN 30 Digital Sales iPad Pro -Researched best pricing. $ 900 Tools iPad app -Demonstration with Hip Solutions $ 7,224 Groups/Meetings -Requested photos from meetings -Schedule photo shoot for additional phots $10,000 Photo hotels and groups venues needed. -Added photos to current library. -Updated Visit Carlsbad profile pages on RFP systems with new photos. -Assess additional photos needed and arrange shoot Groups/Meetings -Analyze current videos available. Video SUBTOTAL $46,180 II. Creating Awareness TARGET TOPIC DESCRIPTION STEPS TAKEN NOTES/TO DO BUDGET DATE COST MAY31 E-mail Develop awareness -Researched available avenues -Develop campaign message/call to action $7,300 Marketing campaign for Visit (magazines, industry organizations, -Decide on target audience /list Carlsbad targeting the outside list company) -Cost analysis Groups/Meeting -Got cost breakdown from Smart - market. Meetings, Successful Meetings, and Info Core -Called references for lOSS MAR31 Industry Increase visibility in the -Renewed memberships with MPI -Secure committee/leadership positions in $2,250 Organization local industry and SITE. organizations. Memberships -Research/join PCMA, ASAE and FICP - APR15 Preferred Build relationships with -Obtained partnership level and cost -Analyze benefits and ROI $10,000 Partnerships top incentive information from ConferenceDirect -Execute partnership agreements houses/third party and HelmsBriscoe. -Secure marketing opportunities companies -Requested partnership opportunities with American Express, BCD, and Maritz SUBTOTAL $19,550 Ill. Connecting with the Clients Calendar of Event (Sales Calls. Events. F AMs. Etc.)/Budget Outline EVENT DATE EVENT LOCATION DESCRIPTION ACTIONS BUDGET COST APR13 Smart Event Los Angeles Participate in one day event including -Attend MPISCC event on APR 12 $3025 one-on-one appts with clients. -Conduct sales calls on APR 12 APR 21-22 MPI SoCal EdCon and Carlsbad Attend the event at the Sheraton -Secure sponsorship with Visit Carlsbad $3750 Tradeshow Carlsbad and introduce the services of recognition Visit Carlsbad to the regional audience. -Participate in hosted buyer program for one- on-one appointments with clients. APR 27-29 Connect California Irvine Participate in this 3 day event to include -Secure appointments with 25+ clients. $3500 I one-on-one appointments and -Attend networking sessions networking events with planners -Goal -secure 2 leads for future business throughout the US that plan events in CA. MAY9-12 Successful Meetings San Participate in this 3 day event to include -Secure appointments with 20+ clients. $5075 Destination California Francisco one-on-one appointments and -Attend networking sessions networking events with planners -Goal-secure 2 leads for future business throughout the US that plan events in CA. JUN 10-14 MPIWEC Atlantic City Participate in this 3 day event to include -Participate in hosted buyer program for one-$1730 one-on-one appointments, education, on-one appointments with clients and networking events -Attend education and networking events to increase awareness of Visit Carlsbad, our destination and services. -Goal -make contact with 1 0+ new clients that have potential for Carlsbad. JUN 17 SITE SoCal Charity Newport Sponsor table for the event to include 5 -Confirm 5 corporate/incentive clients to sit at $1670 Poker Tournament Beach planners and 4 of our destination our table. representatives. -Network with planners to increase awareness of Visit Carlsbad and our services. JUN 27-28 FAM Trip Carlsbad Plan and execute a familiarization trip for -Confirm 1 0-12 corporate clients $18,750 planners throughout the US. . -Promote services of Visit Carlsbad and our incentive for off-season business. -Showcase meetings hotels/venues as well as activities. Ongoing Attend monthly Various Network with clients and NSO reps to -Actively participate on BOD &/or committees. $500 (avg. meetings for SDMPI, locations in increase awareness of our destination $150/mo.) MPISCC and MPIOC So Cal and services in the local/regional market. SUBTOTAL $47,000 ---- Building Foundation Subtotal $46,180 Creating Awareness Subtotal $ 19,550 Connecting with Clients Subtotal $47,000 TOTAL $112,730 CALIFORNIA ALL-PURPOSE ACKNOWLEDGMENT CIVIL CODE§ 1189 • A notary public or other officer completing this certificate verifies only the identity of the individual who signed the document to which this certificate is attached, and not the truthfulness, accuracy, or validity of that document. who proved to me on the basis of satisfactory evidence to be tl)~person(~ whose name~)@~ ~~c~ibed to the within instrume.nt and ackno~l dged to me that~~e/t~y executed the same in ~/t~ir authorized capacity(l¢5), and that b 1s/ I)U/t~ir signature(s}' on the instrument the person~. or the entity upon behalf of which the person(s) aced, executed the instrument. Place Notary Sea/ Above I certify under PENAL TV OF PERJURY under the laws of the State of California that the foregoing paragraph is true and correct. WITNESS my hand and official seal. Signature&~·') ignature of Notary Publtc -------------------------------oPTIONAL------------------------------- Though this section is optional, completing this information can deter alteration of the document or fraudulent reattachment of this form to an unintended document. Description of Attached Document Title or Type of Document: Document Date: _______ _ Number of Pages: Signer(s) Other Than Named Above: ____________ _ Capacity(ies) Claimed by Signer(s) Signer's Name: ___________ _ Signer's Name: ____________ _ 0 Corporate Officer -Title(s): ______ _ 0 Corporate Officer -Title(s): ______ _ 0 Partner - 0 Limited 0 General 0 Partner - 0 Limited 0 General 0 Individual 0 Attorney in Fact 0 Individual 0 Attorney in Fact lJ Trustee [l Guardian or Conservator 0 Trustee 0 Guardian or Conservator 0 Other: _____________ _ 0 Other: ______________ _ Signer Is Representing: ________ _ Signer Is Representing: ________ _ • ©2014 National Notary Association • www.NationaiNotary.org • 1-800-US NOTARY (1-800-876-6827) Item #5907 AMENDMENT N0.2 TO AGREEMENT WITH CARLSBAD CONVENTION AND VISITORS BUREAU FOR PROMOTION OF TOURISM AND VISITOR SERVICES /)rJ Am ndment No.2 is entered into and effective as of the I-day of --""'-''---"-"-"--'L.......L.Jc..,.c.;b"-1"------' 2015, amending the agreement dated July 2, 2015 (the "Agreement") by an between the Carlsbad Tourism Business Improvement District (CTBID), and Carlsbad Convention and Visitors Bureau doing business as VisitCarlsbad ("Contractor") (collectively, the "Parties") for tourism and visitor promotion programs and services. RECITALS A. On July2, 2015, the Parties executed the original Agreement for professional services relating to the promotion of tourism in Carlsbad for the period of July 1, 2015 through June 30, 2016; and B. CTBID choses to fund group sales marketing at a cost of $100,000 which exceedsthe amount in the FY 2015-16contract amount by $1 00,000; and C. The Parties desire to alter the Agreement's scope of work to and fee schedule, which is attached to and incorporated by this reference as Exhibit "A", Visit Carlsbad Group Marketing. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, CTBID and Contractor agree as follows: 1. In addition to those services contained in the Agreement, as may have been amended from time to time, Contractor will provide those additional services described in Exhibit ''A". 2. City will pay Contractor for all work associated with those services described in Exhibit "A" in an amount not-to-exceedOne Hundred Thousand($1 00,000). 3. Contractor completed all work described in the attached Exhibit "A" by June 30, 2016. 4. All other provisions of the Agreement, as may have been amended from time to time, will remain in full force and effect. 5. All requisite insurance policies to be maintained by Contractor pursuant to the Agreement, as may have been amended from time to time, will include coverage for this Amendment. 6. The individuals executing this Amendment 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 Amendment. City Attorney Approved Version 1/30/13 CONTRACTOR ~ (sign here) .-----.--- :]\) \:\-e_ \Usch_~t\er (print name/title) By: "-J (print name/title) CITY OF CARLSBAD, a municipal corporation of the State of California ATTEST: Pro Tern Clerk of the CTBID 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 Chairman, President, or Vice-President Group B Secretary, Assistant Secretary, 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, General Counsel City Attorney Approved Version 1/30/13 2 V!Sir..l b d cars a Visit Carlsbad Group Marketing Phase 1: Visit Carlsbad will hire a Meetings Development Manager to oversee group marketing. The total compensation for this position will be approximately $100,000. The Visit Carlsbad Board is requesting that $100,000 be allocated from the CTBID to Visit Carlsbad so the position can be filled by the end of October 2015. Phase 2: Once the Meetings Manager has been hired, he/she will work with the Executive Director to formulate a marketing plan based on recommendations from the SAG Tourism Study that will be presented to the Visit Carlsbad Board and CTBID board for approval and allocation of remaining group marketing funds for implementation of the plan . A preliminary plan as presented to the CTBID in May is as follows ... Staffing Familiarization Trips (3 annually) Shows/Exhibits/Networking Technology/MINT Website Development Digital Sales Tools (photos, Video) Email Marketing Total Budget $150,000 $48,000 $20,000 $15,000 $22,000 $20,000 $15,000 $290,000 Phase 3: As soon as the group marketing plan is developed and approved by the Visit Carlsbad Board of Directors, it will be presented to the CTBID Board of Directors for approval. At such time a request for the remaining funds will be made. Once all is approved, the Meetings Manager and Executive Director will begin implanting the plan. 400 Carlsbad Village Drive Carlsbad, California 92008 visitcarlsbad.com V!Sir..l b d cars a Meetings Development Manager Visit Carlsbad, a Destination Marketing Organization Location: US-CA-Carlsbad, California Job Title: Meetings Development Manager POSITION SUMMARY Meetings Development Manager develops new group business in Carlsbad and maintains effective key business relationships directly with meeting planners through strategic planning, messagG delivery, marketing, destination education, and direct selling. In 2015 the position was developed to assist group hotels in the city of Carlsbad. Visit Carlsbad is a private non-profit destination marketing organization in Carlsbad California contracted by the City and the Carlsbad Tourism Business Improvement District (CTBID). Visit Carlsbad is a strategic partner in supporting the success of local travel events, and drives travel to our community through sales, marketing and public relations efforts. Visit Carlsbad develops and ensures the success of meetings, travel and events with its unique collaboration between the local hotels, arts groups, and local labor-all working to effectively manage the quality of the customers' experience from start to finish. Carlsbad has a unique set of hotel and resort attributes that aids in the success of many national sporting events, beach events, and film and music festivals, etc. Local and surrounding sporting events draw business including the major bio tech market and active retail market that call Carlsbad home. International shopping, restaurants, and downtown village draw visitors far and wide. A Key component of this position is to develop leads, or lead generation that are then distributed to the Carlsbad hotels. POSITION RESPONSIBILITIES Responsible for educating meeting planners on the attractiveness and benefits of having meetings and events in Carlsbad and at the destination resorts within Carlsbad. This is accomplished through proactively soliciting new business through telemarketing, outside sales missions, direct mail, FAMs, newsletters and trade shows as well as servicing calls that come to the DMO. Responsible for locating and bringing events to Carlsbad that are more than one day and generate room nights for Carlsbad hotels. Events can include sporting, the arts, and food and beverage. Develop leads and other assets to be used by meeting planners and hotel sales teams. Assets include destination photography and video, website landing pages, mobile application, etc. Foster relationships with meeting planners nationwide. Foster relationships with comp set CVB aka San Diego, Orange County, Los Angeles, Long Beach, etc. for cross selling/marketing opportunities. Produce annual competitor and market SWOT analysis for Visit Carlsbad Board and the CTBID board. Report monthly to Visit Carlsbad Board on progress by using instructed reports Responsible for client follow-up for all business in development funnel Review action plans and Personal Performance Objectives (PPOs) with Visit Carlsbad Board and Executive Director on qCJgrterly basis Serve as a City Ambassador at all required functions attended locally, regionally and nationally Documentation of all activities in software system with understanding of monthly standards for calls and outside activities Coordinate and conduct site inspections as necessary with each property and sales related manager Meet monthly with Executive Director to review goals and provide update on activities Maintain cooperative, positive relationship with all hotels including current and new sales managers Participate in all internal meetings as reasonably requested If you are an enthusiastic person with experience in the hospitality industry and hotel sales who is eager to become part of a progressive performance oriented team, please submit cover letter and resume along with salary requirements to samr@visitcarlsbad.com. Carlsbad is an equal opportunity employer. POSITION REQUIREMENTS Minimum of 5 years' hotei/CVB business development/sales experience Strong working knowledge of CVB strategic selling strategies Strong knowledge of Carlsbad and its attractions and hotels College degree in either hospitality, marketing, business, or journalism Enthusiastic, dependable, positive team player Fluent in English and the ability to demonstrate strong written and verbal communications skills Accountability for all activities and decisions made Strong organizational and time management skills with close attention to detail Ability to work independently, problem-solve and take the initiative Local and national travel may be required Professional demeanor-recognizes that individual represents the City of Carlsbad and the hotels in the area Must have a valid California driver's license and car EXHIBIT 3 AMENDMENT NO. 1 TO AGREEMENT CARlSBAD CONVENTION AND VISITORS BUREAU FOR PROMOTION OF TOURISM AND VISITOR SERVICES ~, t No. 1 is entered into and effective as of the / O~ay of .___ ____ , ... ,¢ .5, amending the agreement dated July 2, 2015 (the "Agreemenr) end between the Carlsbad Tourism Business Improvement District (CTBID), and Carlsbad Convention and Visitors a not profit public benefit corporation, business as, VisitCarisbad (hereinafter VisitCarlsbad or MContrac:tor'') (collectively, and visitor promotion programs RECITAlS A. July 2, 2015, the P~wtim~e t::Ae~,;uu:u oligin<i.'!l Agreement for professional services relating to the promotion of tourism In the period July i, 2015 through June 30, 2016; and B. After a competitive solicitation for outside Interactive (digital) services was completed VisitCarlsbad, the Board of Directors for CTBID selected Civilian, Inc., to provide outside lnterndlve (digital) ma!'keting seNices to VisitCarlsbad in an amount not to exceed of $450,000, which exceeds the amount in the FY 2015-16 CTBID-VisitCarlsbad contract budgeted amount $231 ,887; and C. The Parties desire to alter the Agree~ment's scope of worn: to and fee schedule, which is attached hereto and incorporated herein by this reference as Exhibit aA~. Scope Services and Fee. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, CTBID and VisitCarlsbad agree as follows: 1. amended Exhibit In addition to those seNloo~B "'""''+"''''"'~ in the Agreement, as may have been time to time, VisitCarlsbad provide additional services described in 2. City pay VisitCarlsbad for all worn: associated with those additional services ~ .... ,,...,.,1., .. ~ in the attached Exhibit "A~ in an amount not~to-exceed Two Hundred One Hundred and Eighty-Seven dollars ($231 ,8137). 3. VisitCarlsbad completed all worn described in the attached Exhibit "AD by June 30, 2016. 4. AU other provisions of Agreement, as may have been amended from time to will remain in full force and effect 5. requisite insurance policies to be maintained by VisitCarlsbad pursuant to as may have been amended from to time, will include coverage this Amendment. City Attorney Approved Version 1/3011 3 EXHIBIT3 6. The individuals executing this Amendment and the instruments referenced in it on Contractor each represent and warrant that they have the legal power, right and authority to bind Contractor to the terms and conditions of this Amendment CONTRACTOR CITY CARLSBAD, a municipal corporation of the of California 1gn e) ;:JJA Ce kJtlsMMn?C (print name/title) (sign here) ( IIIUIE 12111::nl£ .._ (print name/title)" City, proper notarial acknowledgment by Contractor must JUL£Q~[i!.lruJ, Agreement must ba signed by one "'"''""'"'''""t"" officer from each of the Grouj'.',! 11 Chairman, President, or Vice*President Gn:HJr;!B Secretary, Assistant Secretary. or Assistant Treasurer Otherwhlie, the corporation must attach a ~...-, •. m.a! certified the secret<iliry or assistant secretary under corporate seal empoweri!ig ~w .. ~~w~~· signi!ig to bind CALIFORNIA ALL-PURPOSE ACKNOWLEDGMENT CIVIL CODE§ 1189 • A notary public or other officer completing this certificate verifies only the identity of the individual who signed the document to which this certificate is attached, and not the truthfulness, accuracy, or validity of that document. State of California County of Sa.o \:), e lJ D On '1 \ 2 L\ \ \ s-before me, -+£----'a4-o..__,C\""-h-'--+--+N--"'-'-\-"\S....,C\"'-'-Q'-+Jt---+-'\'>j....I,J o..L-ta~('--"'~f---\-p-",L:!.) b.....,,'-'-';( __ Date Here Insert Name and Title ol the Offtcer personally appeared -----":J"'-'---,vJ----'\--1-; _,_e __ TI~ct_..._S-"""--h-'--'o=-=--.( ______________ _ Nameprj of Signerf;IJ who proved to me on the basis of satisfactory evidence to be the person($) whose name~) is/asoe subscribed to the within instrument and acknowledged to me that be/she/tllSy executed the same in hiS/her/ti)Eflr authorized capacity(ip$), and that by hi'S/her/th,¢fr signature~ on the instrument the persol){s), or the entity upon behalf of which the person~ acted, executed the instrument. r ........ :A;A·H ~ISA~ •••• , Commission # 2088884 i Notary Public • California i z . · San Diego County ~ J. o ~ ~ o !l goTr;l· zxgi~soNgv J-J~1 ~~ Place Notary Seal Above I certify under PENAL TV OF PERJURY under the laws of the State of California that the foregoing paragraph is true and correct. WITNESS my hand and official seal. Signature ~ vo/l., ,) Signat;;;.e of Notary Public -----------------------------oPTIONAL----------------------------- Though this section is optional, completing this information can deter alteration of the document or fraudulent reattachment of this form to an unintended document. Description of Attached Document Title or Type of Document: ____________ _ Number of Pages: Signer(s) Other Than Capacity(ies} Claimed by Signer(s) Signer's Name:-------------:::;;.....=-- 0 Corporate Officer -Title(s): ----=..-c------ 0 Partner - 0 Limited 0 G 0 Individual 0 At ey in Fact Guardian or Conservator Signer's Name: ____________ _ 0 Corporate Officer -Title(s): ______ _ 0 Partner - 0 Limited 0 General 0 Individual 0 Attorney in Fact 0 Trustee 0 Guardian or Conservator 0 Other: _____________ _ Signer Is Representing: ________ _ • ©2014 National Notary Association· www.NationaiNotary.org • 1-800-US NOTARY (1-800-876-6827) Item #5907 1 ~,::-· p.~.(c x~. l. ... A.....! lllll 1111 1111 lVI I .. I The uncommon agency for the common good. Scope of Services document is structured as follows: Section 1.0 Background Section 2.0 Scope ofWork Section 3.0 Compensation & Schedule f1HIB A Agency shan provide services related to marketing and communications focusing on increasing occupancy Visit Carlsbad. 2.6 Scoge of Work & Schedule scope of services assumes Agency will perform digital marketing, social and website maintenance for Visit Carlsbad in a manner consistent with the contents Visit Request for Proposal and Agency's to Visit Carlsbad Request for Proposal for l fiscal year period ending June, 2016. Carlsbad wm authorize specific tasks, services and ..... "''""'" via estimate approval, document the compensation and expenditure any required associated expenses, schedule milestones, delivembles, any and any other terms, goals, or terms and conditions applicable to the specific project Description of Services. The services may include, but are not limited to, the following: I Media Buy Strategy 1. l Utilize seoondruy and Client provided ~h to clearly Task 1.2 Work with Visit Carlsbad staff to create a comprehensive digital media strategy that fulfills goals and objectives ofVlSitO:lrlsbad 1.3 Develop media strategy to incorpomte exposure across digital, social emerging media platforms. Task U Media Buy Phm Task Perform analysis to identify projected reach and identifY opportunities to increase awareness!bmnd recognition. 2.2 IdentifY most effective media platforms (digital). Proposed media buys, analysis, projections 2.4 Obtain audience information, partners. estimated costs. Task HI Media Buys/Strategy tracking conversions online Estimator or white labeled database development). Task 3.2 Recommend media campaign to reflect objectives of the communication ~~~--·~:.a~;'" and appropriately support creative. Task Media buy schedules to include selection analysis, projected reach and estimated cost Obtain prior approval Visit Carlsbad staff for all proposed media buys. Task 3.5 Confirm proposed & placed media to achieve progmrn projections" Produce media buy schedules on most current ratings or audience information. 3.7 Negotiate added value for all media placements. Task Provide insertion orders to appropriate media partners. Task 3.9 Monthly reporting to Visit Carlsbad and Stakeholders. & DIGITAL DEVELOMENT I Creative Develnpment 1.1 Utilize Client provide feedback direction) """'"''''"' creative content to support the 2015 Shoulder Season media plan. Task 1.2 Execute revisions and fmalizes creative executions foHowing Client review (assumes 2 rounds ofrevisiom; are included each scope of work). H Content Development Provide content to support digital media plan for selected media outlets as nee:aeo (example is content development for social media marketing). Task Execute revisions to ccmteut and finalize following Client review (assumes 2 rounds of revisions are included within each scope of work). Task 2.3 Provide content to selected media outlets following Client approval. HI Website Maintemmce: Task 3.1 Create transition. plan to migrate VisitCarlsbad.com from management by Agency to Civilian management. Ongoing management of VisitCarlsbad.com to include the following: manage and implement minor content and code changes as needed adding pixels for campaigns. Task 3.3 Ongoing review of website traffic to review trends and opportunities. T~skiVSEO 4.1 Review of current SEO keywords Visit Carlsbad. 4.2 Following review of current keywords. develop suggested keywords for SEO use. Task 4.3 Following Client approval of proposed keyword update existing Client website with keywords. Task 5.1 Creation of copy and design for 2 email messages (for the fiscal year period). Final deliverable is two email messages. Task 5.2 Review ofanalytics/response rate email message (deployment each email to be determined). 6.1 Provide media by and creative to produce appropriate media messages for dissemination to social media (examples include use of Twitter. Facebook other social media tools as appropriate). Task 6.2 Provide Client analytics/report of aU social media efforts on a monthly basis. ACCOUNT MANAGEMENT SERVICES Task I Acctmnt Manageme!lt Task 1.1 Schedule and lead new Client kick~off meeting with the Agency and Client. Task 1.2 Creation of"tmnsition" phm to carry Client from Agency of to working with Civilian (outlining timelines and tasks to be executed by aU parties). i .3 Work with Client and Agency team to determine lil.nd develop best for tracking conversions online database development). Estimator or white labeled Task 1.4 Provide ongoing strategic counsel to Client ensuring goals of Visit Carlsbad are forefront Task i .5 Provide and review ongoing digital campaign analytics to (to reflect past performance in addition to suggested optimizations). U Project M~uuagem~mt Task 2. I Creation and management of project estimates associated with individual agency deliverables. wbich will be produced ( cnsming Client approval is received to individual job kick-off). Task 2.2 Creation and management of timelines ass~:>CjSttea. with all creative and media deiivernbies (to include keeping Client aware of touch points and each project). Task 2.3 Work with Client to gain on goal/deliverable to b created/executed prior to individual agency job kick~off. Task Facilitate ongoing Client status meetings to ensure Clien~ is aware of progress time!ine associated with each agency deliverable. FiNANCIAL MANAGEMENT SERVICES Task i.l Task 1.2 L3 Review and reconcile media invoices against insertion orders. Provide ongoing reconciliation of all open to Client Produce monthly invoices to Client outlining the Agency fees separate from media hard costs. Work shall comme:m::e immediately Agreement between the and Client Prior to commencement of each individual Client to project estimate provided by the Agency (ageDcy fees to est!lm!lte~ at a flat hourly mte of $150.00/hour). The estimated fiscal yearly spend Paid Media $299,400 M!imllgement $9,000 Analytics & . $9,000 Creative $27,000 Content Development $6,000 Soc:iru Media Marketing $24,000 Emrul Marketing $18,000 $12~000 Hosting $2,400 $450,000 EXHIBIT 1 AGREEMENT FOR PROMOTION OF TOURISM AND VISITOR SERVICES CARLSBAD CONVENTION AND VISITORS BUREAU THIS AGREEMENT is made and entered into as of the ^^^^ day of -^cfly , 20/5". by and between the Carlsbad Tourism Business Improvement District (CTBID), and the Carlsbad Convention and Visitors Bureau, a non- profit, private organization ("Contractor"). RECITALS A. CTBID requires the professional services of a Contractor that is experienced in tourism and visitor promotion programs and services. B. Contractor has the necessary experience in providing professional services and advice related to the promotion of tourism in Carlsbad. C. Selection of Contractor is expected to achieve the desired results in an expedited fashion. D. Contractor has submitted a proposal to CTBID and has affirmed its willingness and ability to perform such work. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, CTBID and Contractor agree as follows: 1. SCOPE OF WORK CTBID 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 effective for a period of one (1) year from the date July 1, 2015 through June 30, 2016. 4. TIME IS OF THE ESSENCE Time is of the essence for each and every provision of this Agreement. CTBID Attorney Approved Version #05.06.08 5. COMPENSATION The total not to exceed fee payable for the Services to be performed during the initial Agreement term will be Five Hundred Ninety Thousand dollars ($590,000). No other compensation for the Services will be allowed except for items covered by subsequent amendments to this Agreement. The CTBID reserves the right to withhold a ten percent (10%) retention until CTBID has accepted the work and/or Services specified in Exhibit "A". Compensation will be made in twelve (12) monthly installments of Forty Nine Thousand One Hundred Sixty Seven dollars ($49,167) each month for a total of $590,000 as detailed in the attached Exhibit A to this Agreement. The first installment shall be payable in the first full week of July 2015. Subsequent installments shall be paid in the first full week of each month, through the term of this Agreement. Adjustments to pay dates may be necessary due to the cash balance in the fund. The CTBID reserves the right to terminate or reduce funding levels outlined in the Agreement in the event of CTBID revenue reductions. Recommended deductions will be reported to the CTBID Board who shall determine the modified funding level. 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 CTBID. Contractor will be under control of CTBID only as to the result to be accomplished, but will consult with CTBID as necessary. The persons used by Contractor to provide services under this Agreement will not be considered employees of CTBID for any purposes. The payment made to Contractor pursuant to the Agreement will be the full and complete compensation to which Contractor is entitled. CTBID will not make any federal or state tax withholdings on behalf of Contractor or its agents, employees or subcontractors. CTBID 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 CTBID within thirty (30) days for any tax, retirement contribution, social security, overtime payment, unemployment payment or workers' compensation payment which CTBID 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 CTBID's election, CTBID 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 CTBID. If Contractor subcontracts any of the Services, Contractor will be fully responsible to CTBID 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 CTBID Attorney Approved Version #05.06.08 this Agreement will create any contractual relationship between any subcontractor of Contractor and CTBID. 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 CTBID. 8. OTHER CONTRACTORS The CTBID reserves the right to employ other Contractors in connection with the Services. 9. INDEMNIFICATION Contractor agrees to indemnify and hold harmless the CTBID and its officers, officials, employees and volunteers from and against all claims, damages, losses and expenses including attorney's 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 CTBID incurs or makes to or on behalf of an injured employee under the CTBID'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-:VH". OR with a surplus line insurer on the State of California's List of Eligible Surplus Line Insurers (LESLI) with a rating in the latest Best's Key Rating Guide of at least "A:X". 10.1 Coverages and Limits. Contractor will maintain the types of coverages and minimum limits indicated below, unless CTBID Attorney or CTBID 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 CTBID, its officers, agents and employees make no representation that the limits ofthe 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. CTBID Attorney Approved Version #05.06.08 10.1.1 Commercial General Liabilitv Insurance. $1.000.000 combined single-limit per occurrence for bodily injury, personal injury and property damage. If the submitted policies contain aggregate limits, general aggregate limits will apply separately to the work under this Agreement or the general aggregate will be twice the required per occurrence limit. 10.1.2 Automobile Liability (if the use of an automobile is involved for Contractor's work for CTBID). $1,000,000 combined single-limit per accident for bodily injury and property damage. 10.1.3 Workers' Compensation and Emplover's Liabilitv. Workers' Compensation limits as required by the California Labor Code. Workers' Compensation will not be required if Contractor has no employees and provides, to CTBID's satisfaction, a declaration stating this. 10.1.4 Professional Liabilitv. 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 CTBID will be named as an additional insured on General Liability. 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 CTBID sent by certified mail pursuant to the Notice provisions of this Agreement. 10.3 Providing Certificates of Insurance and Endorsements. Priorto CTBID's execution of this Agreement, Contractor will furnish certificates of insurance and endorsements to CTBID. 10.4 Failure to Maintain Coverage. If Contractor fails to maintain any of these insurance coverages, then CTBID 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 CTBID to obtain or maintain insurance and CTBID may collect these payments from Contractor or deduct the amount paid from any sums due Contractor under this Agreement. CTBID Attorney Approved Version #05.06.08 10.5 Submission of Insurance Policies. CTBID 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 CTBID 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 ofthree (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 CTBID. 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 CTBID. 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 CTBID and Contractor relinquishes all claims to the copyrights in favor of CTBID. 15. NOTICES The name of the persons who are authorized to give written notices or to receive written notice on behalf of CTBID and on behalf of Contractor under this Agreement. For CTBID: For Contractor: Cheryl Gerhardt Sam Ross CTBID Staff Executive Director City of Carlsbad VisitCarlsbad 1635 Faraday Ave. 400 Carlsbad Village Drive Carlsbad, CA 92008 Carlsbad, CA 92008 Phone No. 760-602-2753 Phone No. 760-434-6093 CTBID Attomey Approved Version #05.06.08 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. 16. RESERVED 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 that the services 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 othenwise settled by agreement between the parties. Representatives of Contractor or CTBID will reduce such questions, and their respective views, to writing. A copy of such documented dispute will be fonwarded 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 CTBID Board. The CTBID Board 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 CTBID Board will be binding upon the parties involved, although nothing in this procedure will prohibit the parties from seeking remedies available to them at law. CTBID Attorney Approved Version #05.06.08 20. TERMINATION In the event of the Contractor's failure to prosecute, deliver, or perform the Services, CTBID may terminate this Agreement for nonperformance by notifying Contractor by certified mail ofthe termination. If CTBID decides to abandon or indefinitely postpone the work or services contemplated by this Agreement, CTBID 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 CTBID and all work in progress to CTBID address contained in this Agreement. CTBID will make a determination of fact based upon the work product delivered to CTBID and of the percentage of work that Contractor has performed which is usable and of worth to CTBID in having the Agreement completed. Based upon that finding CTBID 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 CTBID, Contractor will assemble the work product and put it in order for proper filing and closing and deliver it to CTBID. Contractor will be paid for work performed to the termination date; however, the total will not exceed the lump sum fee payable under this Agreement. CTBID 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, CTBID 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 CTBID 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 CTBID, 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 CTBID 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 CTBID Attorney Approved Version #05.06.08 any public work or improvement for a period of up to five (5) years. Contractor acknowledges debarment by another jurisdiction is grounds for CTBID to terminate this Agreement. 23. JURISDICTIONS 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. This Agreement shall be interpreted pursuant to the laws ofthe State of California. 24. SUCCESSORS AND ASSIGNS It is mutually understood and agreed that this Agreement will be binding upon CTBID and Contractor and their respective successors. Neither this Agreement or any part of it nor any monies due or to become due under it may be assigned by Contractor without the prior consent of CTBID, 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. /// /// CTBID Attorney Approved Version #05.06.08 8 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 tenns and conditions of this Agreement. CONTRACTOR (print name/title) (e-mail addcgss) Carlsbad Tourisc Improvement Dis Business tnpe CTBID Boari ATTEST: Barbara Engleson Clerk of CTBID (sign here) (print name/title) (e-mail address) If required by CTBID, proper notarial acknowledgment of execution by contractor must be attached. If a Corporation. Agreement must be signed by one corporate officer from each ofthe following two groups. *Group A. Chairman, President, or Vice-President **Group B. Secretary, Assistant Secretary, 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 eneral Counsel to CTBID ant General Counsel CTBID Attomey Approved Version #05.06.08 CALIFORNIA ALL-PURPOSE ACKNOWLEDGMENT CiVIL CODE §1189 A notary public or other officer completing this certificate verifies only the identity of the individual who signed the document to which this certificate is attached, and not the truthfulness, accuracy, or validity of that document. ) State of California Countv of ^^^-^A {^'[(^d ) On rT\.>na IO.;Pf)iS~ before me, ^^QV^ ^\\^n , r^^blTj P(/Ul)'r Date — ^ , Here Insert Name and Title of the Officer personally appeared Name(i) of Signer(^ who proved to me on the basis of satisfactory evidence to be the personf^ whose name(^ is/9?6 subscribed to the within instrument and acknowledged to me that fci^/she/tl?ey executed the same in t)i^/her/tljertr authorized capacity(i^ and that by hjd/her/tfjjgfr signatured*) on the instrument the personj^, or the entity upon behalf of whicn the person(?) acted, executed the instrument. I > a • • 1 FARAH NISAN Commission # 2088884 Notary Public • California ^ I >^nB^ County ^ I ^^P^ Mv Comm. Expires Nov 6.20181 I certify under PENALTY OF PERJURY under the laws of the State of California that the foregoing paragraph is true and correct. WITNESS my hand and official seal Signature. Signature of Notary Public Place Notary Seai Above OPTIONAL Though this section is optional, completing this information can deter alteration of the document or fraudulent reattachment of this form to an unintended document. Description of Attached Document Title or Type of Document: Number of Pages: Signer(s) Other Than Nani Capacity(ies) Claimed by Signer(s) Signer's Name: • Corporate Officer — Title(s): • Partner — • Limited nGefieral • Individual • AJteffiey in Fact • Trustee ^-H^uardian or Conservator • Other: Si epresenting: • Corporate Officer — Title(s): • Partner — • Limited • General • Individual • Attorney in Fact • Trustee • Guardian or Conservator • Other: Signer Is Representing: ©2014 National Notary Association • www.NationalNotary.org • 1 -800-US NOTARY (1 -800-876-6827) Item #5907 CALIFORNIA ALL-PURPOSE ACKNOWLEDGMENT CIVIL CODE §1189 A notary public or other officer completing this certificate verifies only the identity of the individual who signed the document to which this certificate is attached, and not the tmthfulness, accuracy, or validity of that document. State of California ) Countv of ) before me, Dafe ^ Here Insert Name and Title of the Officer personally appeared iM\ClV\Q-€ \ \ |y\g v j Name^ of Signerj^ who proved to me on the basis of satisfactory evidence to be the person^ whose name(g() is/gr^ subscribed to the within instrumept and acknowledged to me that he/^e^ey executed the same in his/hj^r/th4ir authorized capacity(j^), and that by h\s/h/r/t\^\r signature^ on the instrument the person(s), or the entity upon behalf of which the person(^acted, executed the instrument. I certify under PENALTY OF PERJURY under the laws of the State of California that the foregoing paragraph is true and correct. I FARAH NISAN Commission # 2088884 Notary Public - California | • San Diego County g ^ MvComm. Expires Nov 6. 20181 WITNESS my hand and official seal. Signature. Signature of Notary Pubiic Place Notary Seal Above OPTIONAL Though this section is optional, completing this information can deter alteration of the document or fraudulent reattachment of this form to an unintended document. Description of Attached Document Title or Type of Document: Number of Pages: Signer(s) Other Than Named Abj Capacity(ies) Claimed by Signer(s) Signer's Name: Docume Signer's Name:. • Corporate Officer — Title(s): • Partner — • Limited • Gene • Individuai • Attorn^jt-rfiTact • Trustee • Qjjaf^an or Conservator • other: Signer Is R^pr^enting: • Corporate Officer — Title(s): • Partner — • Limited • General • Individual • Attorney in Fact • Trustee • Guardian or Conservator • other: Signer Is Representing: ©2014 National Notary Association • www.NationalNotary.org • 1-800-US NOTARY (1-800-876-6827) Item #5907 EXHIBIT A Scope of Services 1. Visit Carlsbad' Board appointments and reappointments will be approved by the CTBID Board. 2. Provide periodic updates at the CTBID's request and a year-end report on the program of work deliverables which shall include an accounting of funds spent by the program in a format approved by the CTBID Board. Develop measurability indicators to report on performance of program. Allocation of the unspent funds shall be determined by the CTBID Board. 3. Review CTBID grant applications and make funding recommendations to the CTBID Board. 4. Develop a program of work that is primarily focused on driving demand in the leisure market segment. The Visit Carlsbad Board will approve and oversee the program of work and corresponding budget allocations which are included at the end ofthe scope. 5. Prioritize and develop market intelligence on the leisure travel segment. Perform a visitor profile study. Expand Smith Travel Research subscription to include key competitive markets. 6. Primarily focus on VisitCarlsbad.com as the primary distribution channel for new business opportunities for those CTBID properties'' and Carlsbad tourism suppliers. a. Partner with local tourism suppliers to develop new products or packages consistent with the current market demand for special offers. b. Develop visitor-relevant content. 7. Deliver an interactive marketing campaign focused on driving traffic to visitcarlsbad.com and hotel reservations. Promotional campaigns will include but not be limited to pay-per-click advertising, on-line display advertising, content development, social media, promotions, and email marketing. Coordinate Request for Proposal for these services. Select EXHIBIT A Top 3 service providers and have them present to CTBID board in July. CTBID Board will select provider during the month of July with new provider in place not later than 9/1 /I 5. 8. Pitch editorial ideas to travel writers and online blogging communities and write relevant content for the website, including: a. Pitch story ideas, what's new, and host travel writers. b. Coordinate media FAMs in partnership with SDTA, CTBID properties, and local tourism suppliers. 9. Manage the visitor center, visitor publications and collateral, including: a. Service visitor walk-ins with local/regional tourism information, b. Collect geographical data from walk-in visitors, c. Refer visitors to local tourism suppliers, d. Manage visitor publications distribution and other collateral 10. Develop partnerships and co-op opportunities with CTBID properties and local tourism suppliers. 11. Manage outside public relations firm to work on "branding Carlsbad". 12. CTBID board will participate in the selection and approval of outside vendors who will perform services for Visit Carlsbad pursuant to this Agreement. i VisitCarlsbad is the dba to be used by the Carlsbad Convention and Visitors Bureau effective June 2009. " CTBID properties are the hotels and timeshare assessed by the CTBID. carlsbad FY15 VISIT CARLSBAD BUDGET INCOME Public Sources CTBID Revenues Private Source Income Total Public Sources Carry Over from 2014 TOTAL INCOME EXPENSE Labor Salaries Payroll Taxes Works Comp Benefits Total Labor Promotional Programs Advertising & Production Research Outside Services-Interactive Marketing Outside Services-Group Direct Sales Outside Services-Public Relations Public Relations Events Travel & Entertainment Dues & Subscription Collateral Production & Fulfillment Total Promotional Programs General Administration Bank Charges Equipment Rental & Maintenance Facility Repair & Maintenance Insurance Office Supplies Postage Taxes Telephone Professional Services Volunteer Program Miscellaneous Utilities Computer Expense Total G&A TOTAL EXPENSE 0VER/(UNDER) Proposed % Variance FY15 to FY15 FVIS Budget Actuals Variance FY16 Budget Budget 755,500 577,658 (177,842) 590,000 2% 83 755,500 577,741 (177,842) 590,000 2% 11,018 11,018 766,518 577,741 (188,777) 590,000 2% 189,817 159,028 (30,789) 193,613 2% 17,000 12,707 (4,293) 17,500 3% 4,000 1,907 (2,093) 4,200 5% 23,000 14,498 (8,502) 24,000 4% 233,817 188,140 (45,677) 239,313 2.3% 5,000 491 (4,509) 5,000 0% 8,000 9,000 1,000 11,000 27% 331,609 245,959 (85,650) 218,113 -52% 50,000 10,978 (39,022) #DIV/0! 70,000 51,500 (18,500) 70,000 0% 6,500 4,334 (2,166) 3,500 -86% 15,000 10,372 (4,628) 2,500 -500% 5,000 6,794 1,794 5,000 0% 5,000 1,534 (3,466) 5,000 0% 496,109 340,962 (155,147) 320,113 -55.0% 1,000 317 (683) 1,000 0% 3,000 2,324 (676) 3,000 0% 150 157 7 150 0% 2,400 1,211 (1,189) 1,200 -100% 3,000 493 (2,507) 2,000 -50% 1,504 166 (1,338) 974 -54% 150 133 (17) 150 0% 6,000 4,034 (1,966) 7,500 20% 5,600 4,800 (800) 5,600 0% 1,000 943 (57) 1,000 0% 1,000 2,020 1,020 3,500 71% 2,150 1,600 (550) 2,500 14% 1,000 2,023 1,023 2,000 50% 27,954 20,221 (7,733) 30,574 9% 757,880 549,323 (208,557) 590,000 -28.5% (8,638) (28,418) (37,056) 0 to O Q. 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