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HomeMy WebLinkAbout2006-06-15; Carlsbad Tourism Business Improvement District; 0606-8 Exhibit 8; SD North Convention and Visitors Bureau Propsal� 2-2-2 Ability of Contractor to Perform Services in a Timely Manner: We currently have 10 public funding contracts that are renewed on an annual basis. It is imperative that we perform specific contract requirements within the 12-month period to retain those contracts. We have never lost a contract. Our entire staff is focused on time sensitive goals monitored through pace and performance reports. We generate monthly activity reports and charts reflecting performance based on YTD actuals compared to goals and the previous year's performance. We have always been committed to performing services in a timely manner and foster a company culture of drive and innovation coupled with a sense of urgency. Overall Cost of the Services: We will leverage the Carlsbad investment with over 1 million dollars in additional funds to expand our CVB's existing programs and create new ones. The services outlined in the Carlsbad business plan could not be performed on the Carlsbad inveshnent alone. The regional approach combined with Carlsbad specific programs will optimize the benefit to Carlsbad hotels. The minimal investment for the CTBID administration will also be leveraged by the current employment of our highly skilled office manager, Debbie Mirageas. See staff qualifications page 4. She is well versed in city contracts and administration and will apply her talents to overseeing the administration aspects of the CTBID. Past Performance on Similar Projects: For the last three years, we have been funded by the City of Carlsbad to oversee its group sales efforts. We opened our sales office in Carlsbad in 1996 and have been conducting goup sales for the San Diego North region for over 10 years. We have been in destination marketing for 30 years. We have experienced tremendous growth in productivity year over year. As a note, during the tough economic times, post Sept. 11, we held tight to our sales numbers and maintained our productivity. In closing, you will see that our proposal sections have been indexed alphanumerically to correlate with the same section notations in the RFP. Again, thank you for the opportunity to serve Carlsbad. Destination sales & marketing is our expertise. We look forward to working with the Carlsbad Tourism Advisory Board and we look forward to expanding revenue gowth opportunities for Carlsbad hotels. Most s' cerely, �7ir�-- " Cami Mattson _ President & CEO 0 � � � : ,� ��~ � � r l�e��i� i i i �'+°jt1' I�I°>:. • • C+/iUTHENTIC. i�IVEIlSE. G'ALIFORNIA. IIIA. Contractor's Q ualifications 1. San Diego North Convention & Visitors Bureau Executive Office 360 N. Escondido Blvd. Escondido, CA 92025 760-745-4741 Ph 760-745-4796 Fax cma ttson@sandiegonorth. com Sales Of�ice 6120 Paseo Del Norte, Suite L-1 Carlsbad, CA 92011 760-603-1690 Ph 760-603-9570 F� scolby-aburto@sandiegonorth. com Project Manager: Cami Mattson, President & CEO 760-745-4741; cmattson@sandiegonorth.com � 3. Organization of Firm: Non Profit Corporation 50106 Qualifications and Experience � The San Diego North Convention & Visitors Bureau was incorporated in 1976 and has devoted 30 years to successful destination marketing. ♦ Its President & CEO, Cami Mattson, has been employed with the organization for 21 years and has served as its CEO for the last 17 years. The 10-person staff has over 110 cumulative years of experience in visitor promotion. See Organizational Chart and Staff Responsibilities on pages 5 and 6. ♦ Our current 4-person sales team is made up of a director of sales, two national sales man- agers and a sales coordinator. Together, the team has 39 years of experience in contracted group sales, including sales with the following: Sunstone Hotels, Starwood, Evans Hotels, Marriott, Handlery Hotel & Resort, and Adam's Mark. The San Diego North sales office has been located in Carlsbad since 1996. ♦ Our marketing team is composed of our director of marketing, marketing manager, and public relations manager. The three ha�e 52 years of marketing and public relations experience. � Contractor's Qualifications Page 2 �-- ♦ 2005 San Diego North CVB accomplishments: ■ 31,385 rooms booked in contracted leisure and group business for $9.6 million in revenue ■ �24.2 million in leisure visitor spending, approximately 74,139 room nights ■ $1.5 million in editorial value ■ 175,000 Web site unique users ■ 90% member retention & satisfaction for 10 years ■ 100% retention of 10 public funding contracts 4. Of�icers and Titles Chairman Tim Fennell CEO Del Mar Fairgrounds Vice Chairman Robert Rauch General Manager/Partner Homewood Suites San Diego/Del Mar .-- Treasurer James S. Farley Attorney At Law James S. Farley Law Offices Secretary Robert McClure Director San Diego Zoo's Wild Animal Park 5. Key Staff Members* Cami Mattson President & CEO Stephanie Colby-Aburto Director of Sales Barbara Bovee Director of Marketing & Operations Debbie Mirageas Office Manager *See Cami Mattson biography on page 3. See key staff qualifications on page 4. Contractor's Qualifications Page 3 Biography for Cami Mattson President & CEO Cami has worked for the San Diego North Convention & Visitors Bureau for the last 21 years and has served as its President & CEO for the last 17 years. In 1993, she was instrumental in chang- ing the organization from a ciry bureau to a San Diego North regional bureau and establishing a regional membership base. An aggressive and successful sales and marketing program has been made possible through multiple-ciry funding and private-sector revenues which have quadrupled the bureau's budget since Cami became CEO from �303,000 to �1.1 million today. In 2000, Cami launched a branding campaign to establish San Diego North as a distinct resort region within San Diego Counry. The award-winning campaign has been universally accepted by the hospitaliry industry in the region and the CVB's client base. The organization is currently funded by the Ciry of San Diego, County of San Diego, Carlsbad, Escondido, Encinitas, Oceanside,Vista, Solana Beach, San Marcos and Poway. Currently, Cami serves on the board of directors for the San Diego Counry Hotel Motel Association and the California Tra�el Industry Association (Ca1TIA). Previously, Cami served on the board of Ca1TIA from January 1995 — March 1999. Cami is a past president for the Western Association of Convention and Visitors Bureaus, and served _ on its board from 1992 - 2001. She currently serves on WACVB's foundation board. In August 2005, Cami completed three years serving on the board of the Destination Marketing Association International. Norih San Diego Lifestyle Magazine listed Cami as one of the top 50 people to watch in 2005. Cami was named as one of four top businesspeople to watch in 2003 by the North County Times and was named as one of eight visionaries by North San Diego Ltfestyle Magazine in the same year. She was named as one of the top 50 people to watch in 1999 by San Diego Magazine and was awarded the "1998 Allied Member of theYear" by the San Diego County Hotel Motel Association. Cami received her bachelor's degree in public relations/communications from Brigham Young Universiry. Her interests include hiking, sea kayaking, snow skiing, tra�eling and the performing arts. Contractor's Qualifications Page 4 Key Staff Qualifications STEPHANIE COLBY-ABURTO DIRECTOR OF SALES Stephanie Colby-Aburto has over 18 years of hospitaliry experience in administration, sales and management. She has been a member of the Bureau's sales team for the past five years, serving as its director for the last three years. Under Stephanie's leadership, the sales team has nearly doubled its room night bookings and exceeded its performance goals on an annual basis. In addition to directing, Stephanie is responsible for sales in the group market segments of Sports,Association and Government from the United States Western region. Her hotel e�erience includes representation for independent and franchised hotels ranging from limited to full-service properties. She has worked for Sunstone Hotels, Inc., Handlery Hotel & Resort, and GHG Hospitality Group. For years, Stephanie has been a respected member of the San Diego hotel communiry, actively participating in local associations such as CALSAE, HSMAI, SITE, SGMP, MPI and SDBTA. Stephanie is self driven and dedicated to providing over-the-top customer service. She excels in developing relationships of trust and closing room night business. She fosters a positive sales environment, motivating and coaching the team on competitive sales techniques to secure new business. BARBARA BOVEE DIRECTOR OF MARI�TING £� OPERATIONS — Barbara Bovee has been directing the Bureau's marketing efforts for the past five years, plus overseeing the operations and processes of the company for the last three years. Since she joined the Bureau, total visitor inquiries ha�e tripled, Web site unique users have increased four-fold and editorial value generated has increased six-fold. She has introduced web-based name capture methods and personalized marketing programs for the Bureau's opt-in customer database. Her marketing responsibilities include advertising, co-op programs, collateral development, Web site initiatives, brand development, public relations and research. She has streamlined operations and implemented cost-sa�ing and time-efficient methods through effective technology and integrated processes. Barbara's 21 years experience in marketing include work for Imperial Savings, the first Savings & Loan to be listed on the New York Stock Exchange, and Polaris Pool Systems, manufacturer of the top swiinming pool cleaner in the U.S. Barbara excels in project management, time management, project details, problem solving and team integration. Barbara sees the big picture and can adapt to customer and member needs. DEBBIE MIRAGEAS OFFICE MANAGER Debbie Mirageas currently manages the Bureau's 10 public funding contracts and produces city reports on a semi-annual and annual basis for its stakeholders. She oversees the Bureau's finance, accounting, human resources, payroll, benefits, administration, membership, and two office facilities. She has 20 years of experience in a variery of managerial capacities at FedEx, including Operations Manager where she directed and supervised the day-to-day operations of a 150-employee facility, Human Capital Manager where she served as liaison between 1,700 employees and 78 managers ensuring all benefits were pro- _ vided in an efficient and timely manner, and Administrative Manager. Debbie was recognized in 1999 with the FedEx Star Award for Superior Performance. Debbie is a dedicated, well-organized professional with excellent communications and problem-solving skills. Her positive attitude is reflected in her excel- lent customer service which is unaffected by her abiliry to multi-task in a fast-paced environment. Contractor's Qualifications Page 6 ,-- 0 San Diego North CVB Staff Responsibilities Cami Mattson Overall CVB Management & Productivity, Strategic Initiatives, President/CEO Long-term Planning, Budgeting, Funding Contracts (Public/ Private), Board of Directors, Community Liaison, Industry Leadership Stephanie Colby- Overall Group Sa1es Productiviry Aburto Primary Markets—Sports, Association & Government Director of Sales from Western U.S. region with an emphasis on California. Secondary Markets—Meetings market from Midwest. Repeat sporting groups and associations. Barbara Bovee Overall Marketing Productivity, Advertising, Brand Management, Director of Marketing Market Research,Web Development and Initiatives,Visitors Guides, & Operations Collateral Development, Office Processes Debbie Mirageas Finance, Accounting, Human Resources, Payroll, Benefits, O�'ice Manager Membership, Public Contract Management, City Reports, Faciliry Management, Overall Administration Anna Wachtel Primary Markets—Corporate meetings market from Western National Sales Manager U.S. with emphasis on California. Incentive groups from Western U.S., Chicago and Dallas. Secondary Markets—Meetings market from East Coast and Southeast. Michelle Carlen Primary Markets—Travel Industry Sales from Western U.S. and Sales Manager/Travel Western Canada with an emphasis on domestic receptive operators and Industry Sales Manager high-volume FIT. SMERF meetings from the Western U.S. with an emphasis on religious, fraternal, and social groups from So. California. Secondary Markets—Repeat and new high-volume Internet travel sites. TBD Business Development and Lead Generator for Carlsbad hotels. Carlsbad Business Manage Carlsbad Business Referral Program. Western U.S. Development Manager Jennifer Reginelli Coordination of Trade Shows, Direct Mail, Site Visits, Educational Sales Coordinator Tours, Pick-Up Reports, Sales Documentation, Administration. Assist groups with non-hotel needs. Stacy Kadrich Web site Optimization & Coordination, Datamining & Name Marketing Manager Capture Efforts, eNewsletters to Opt-in Customer Database, Marketing Fulfillment Programs, Assist with Web Development and Visitors Guide, eBulletins to Membership Hilary Townsend National Public Relations and Community News Public Relations Manager (P/T) Kathy Ward Visitor Center Services, Administration Administrator TBD Qualify Potential Leads, Assist Director of Sales Sales Assistant (P/T) ��. _ _ � ��� � �� NORTH C+AUTHENTIC. �DIVERSE. G'ALIFORNIA. IIIB.1. Grou Sales Business lan Juiy Zoo6 - June 2007 ����� ..-- The San Diego North Convention & Visitors Bureau promotes Carlsbad as a premier year-round resort destination. It is a customer-oriented organization that balances the demands of its local stakeholders with the requirements of the marketplace. The goals, objectives and strategies outlined in the following FY 2006-07 group sales plan are results-driven programs designed to distinguish Carlsbad's unique brand and maximize meetings and group business. OUR PRODUCT Carlsbad has premium product in a casual atmosphere. An impressive lineup of world-class resorts, championship golf courses, spas, attractions, and year-round climate competitively set Carlsbad apart from other visitor destinations. Currently there are more than 3,700 hotel rooms and we anticipate growth to exceed 4,800 rooms by the end of 2009. Carlsbad is family friendly and embraces all the elements of a traditional San Diego experience, however, it is positioned to be in San Diego's preferred resort region. Our history, cuisine, and coastal lifesryle offer an authentic Southern California experience. Our natural resources, from the Pacific Ocean to the rugged desert, offer unlimited outdoor recreation and spectacular scenery. OUR LAND S CAPE Today's consumers are seeking relaxing destinations with opportunities for e�loration, learning and outdoor recreation. They are seeking nostalgia, comfort, and camaraderie. Family travel is on the rise. Visitors are more willing to drive to a destination to avoid air tra�el. Technology-sawy guests are researching and watching promotions, purchasing only when they have discovered a great deal. Group pick up is becoming more difficult to measure as customers find Internet specials and book outside the block for rate savings. Consumers want personal control in less crowded, high activiry environments. Travel continues to be impacted by personal and overseas economic situa- tions. Carlsbad Group Sales Business Plan Page 2 Fortunately, Carlsbad is well positioned to meet these evolving trends. It is an easy drive destina- tion from Southern California, Nevada and Arizona. It has a strong and growing leisure appeal. Corporate travel is back to where it was in 2000. Single-properry meetings are on the rise with an upswing in association attendance. The San Diego Narth CVB is prepared and cominitted to meet our future challenges and respond to marketing opportuniries in creative, prompt, and dynamic ways. OUR APPROACH We will focus primarily on the Western United States. The corporate market will take priority with an emphasis on financial, pharmaceutical, automotive, technology, communications, bio-tech, bio-med, healthcare, defense, insurance and other growth industries. For the incentive market we will also focus on the Midwest and Texas. We will secure additional volume accounts with leisure FIT companies, receptive operators, wholesalers, and vacation travel companies on a domestic and international level for baseline business. We will also solicit SMERF business as fillers for needs periods as our hotels typically do not dedicate a sales person for this market but can use the business during needs periods. Marketing programs will support efforts to book group business in Carlsbad and increase pick up of contracted leisure accounts. A Carlsbad Business Development Manager ^ will be added to our team to focus 100% on uncovering new business for Carlsbad. Our existing sales team will dedicate 25% of its efforts to booking business in Carlsbad and our marketing team will dedicate 15% of its efforts to support the Carlsbad group sales plan. QUALITY OVER QUANTITY The San Diego North CVB specializes in generating qualiry leads for Carlsbad. Leads are custom- ized to specifically fit Carlsbad properties in order to maximize the conversion rate of booked busi- ness. Beyond generating well-qualified leads, the staff of the San Diego North CVB will continue to assist Carlsbad, with its varied levels of hospitaliry product and sales sophistication, in closing the business with travel & meeting planners. AREA & PRODUCT KNOWLEDGE Carlsbad encompasses over 42 square miles. As a destination, Carlsbad has superior accommoda- tions, retail, attractions, beaches, golf, lagoons, and restaurants. It is our staff's prioriry to educate themselves about the entire Carlsbad destination. The San Diego North CVB staffdedicates time to visit properties and learn about business renovations, expansions, new development, special events, new staff members, and destination highlights in order to competitively close group business. Carlsbad Group Sales Business Plan Page 3 CARLSBAD FOCUS AND PRIORITY The San Diego North Convention &Visitors Bureau is dedicated to selling Carlsbad as the premier year-round resort destination. Our branding campaign positions San Diego North and Carlsbad to be San Diego's resort region, making it a first-choice preference in the minds of travel and meeting planners. Our sales office, which opened in 1996, is located in Carlsbad because we are coirunitted to a long-term partnership with the Ciry and its hospitaliry industry. Carlsbad continues to be a primary focus and an icon for the San Diego North region. LOCAL CARLSBAD BUSINESS RAPPORT & SUPPORT We ha�e worked closely with the local hospitaliry industry to build and maintain a strong rela- tionship of trust and dependability. We ha�e maintained a 90% member retention rate for nearly 10 years. We are always accessible by phone and in person. Our sales office is within 5 minutes of most Carlsbad businesses. Loyalry has been built and support is strong between the San Diego North CVB and the Carlsbad hospitaliry industry. .-- Produce measurable room nights and revenues for Carlsbad hotels through the generation of con- tracted leisure and group business leads. OBJECTNES ♦ Convert a total of 10,000 room nights into definite bookings for Carlsbad hotels, a 200% increase in room nights to Carlsbad and a 25% minimum of overall San Diego North CVB production. ♦ Generate 425 group sales leads for Carlsbad hoteLs. ♦ Hire exclusive Carlsbad Business Development Manager to devote 100% of time gener- ating new Carlsbad business leads. ♦ Increase Carlsbad brand awareness in sales efforts through exclusive Carlsbad sales kit, trade show display, trade show sponsorship, online promotions, co-op advertising, and a client event. ♦ Work closely with Carlsbad hotels to develop additional visitor opportunities. i;<aa-�.;1�.�s� �'=rszak�� �r�ale�v I;t€�4it�i^4� is➢.aQs pBa6�i" � MARKET SEGMENTS Based on Bureau research, member input and industry trends, our sales focus and efforts will be divided into the following groups and percentages. CORPORATE £�' INCENTIVE — 35% ♦ Single hotel meetings of 10+ people and reward-based travel programs. Sa1es team will capture the growth industries of financial, pharmaceutical, automotive, technolog}�, com- munications, bio-tech, bio-med, healthcare, defense, insurance and other fortune 500 companies from San Diego, Orange County, Los Angeles, San Francisco, Seattle, Chicago and Dallas through target account solicitation and an aggressive direct sales ef�ort. We will also maintain existing feeder market accounts in the Western U.S. SMERF — 20% ♦ Social/sports, military, educational, religious and fraternal groups. Primary focus will be to attract groups during need periods with an emphasis on the religious, social and fraternal markets. ASSOCIATION — 20% ♦ Membership-based organizations with board retreats and local, regional and annual meet- ings with the majority of headquarter offices located in Washington, DC; Chicago; and Sacramento. Focus will be on higher rated board retreats and regional conferences. TRAVEL INDUSTRY — 20% ♦ International and domestic receptive operators, FIT companies, wholesalers, airline vaca- tion cornpanies and Internet travel sites. We will maintain and strengthen relationships with volume accounts. We will deliver opportunities for various co-op marketing pro- motions to optimize room pick-up with contracted leisure accounts. GOVERNMENT — 5% ♦ Federal and state employees and defense contractors for individual and group meetings. We will focus on the government market in Sacramento. Corporate & Incentive CMFRF Association C!liiR-3CSSiiti...s� ...,... ....,.., .r Carlsbad Group Sales Business Plan Page 5 STRATEGIES GROUP SALES PROGRAMS TRADE SHOWS £� PRODUCT LAUNCHES Attend the following 18 trade shows, product launches and reservation center promotions, 15 of which will be a cooperative effort with Carlsbad members, to generate new business. Carlsbad- specific sponsorship opportunities at trade shows will be proposed and implemented as long as ROI is feasible and support is given by Carlsbad co-op hotel partners. Branded Carlsbad opportunities can include client events, trade show bags, giveaways and new booth displays. Travel Industry Sales ♦ Pow Wow; California Travel Market (CTM); U.S. Ainvays Product Launches in Boston, Chicago, Denver and Phoen�; U.S. Airways Reservation Center promotions in Phoenix; and North American Journeys Surruiut. Corporate & Association ♦ Meeting Professionals International (MPI) World Educational Congress; HSMAI Affordable Meetings Mid-America,West and National;Destination ShowcaseWashington, � DC and California Society ofAssociation Executives (Ca1SAE) Sacramento. Incentive ♦ Incentive Travel and Meeting Executives (ITME) SMERF ♦ Religious Conference Management Associarion (RCMA) and Sports Travel Teams. PERSONAL SALES CALLS ♦ Conduct 100 personal sales calls to target cities and qualified prospects in San Diego, Los Angeles/Orange Counry, Riverside, Sacramento, San Francisco/San Jose, Las Vegas, Phoenix, Seattle, Dallas and Chicago to develop new contacts and business opportunities for Carlsbad. ED UCATIONAL £� SITE VISIT TO URS ♦ Assist travel and meeting planners by organizing a minimum of 20 site tours of Carlsbad hotels to help close business in Carlsbad. Site visits will incorporate a diversified group of planners to meet the needs of high-end, mid-level and limited-service hotels. ♦ Host 2 educational tours of the Carlsbad area targeting corporate, association, govern- ment and incentive meeting planners. ♦ Create customized Carlsbad itineraries for independent site visits supporting planners of contracted leisure and incentive group business. Carlsbad Group Sales Business Plan Page 6 � PROMOTIONS ♦ Develop a Carlsbad business referral program by engaging local businesses to help bring "home" state and regional meetings they are af�liated with. ♦ Send quarterly emails to meeting planners regarding hotel needs periods. Carlsbad hotels will be queried to determine need periods and targeted business scope. ♦ Partner with local destination management companies and third-party planners to coop- eratively solicit corporate and incentive business in targeted cities. ♦ Refine and promote the year-round "Keep It In Carlsbad" hotel referral program. This program will offer incentives to Carlsbad hotels by providing the San Diego North CVB with displaced business leads in order to retain the business for Carlsbad. ♦ Increase domestic and international contracted leisure business through partnerships, such as American Airlines, US Airlines (formerly America West Airlines) and Vision Air. ♦ Explore and expand relationships with organizers of local sporting events to increase overnight accommodations and events in partnership with the San Diego International Sports Council. ♦ Conduct contracting sessions with ARES and Carlsbad hotels to set up online room blocks. ARES is the online booking engine used on the San Diego North CVB Web site. .-- PHONE F� EMAIL SOLICITATIONS ♦ Conduct phone and email solicitations weekly to new and repeat accounts utilizing resources such as membership directories, business journals, Internet listings, in-house database and referrals to find new demand. ACCO UNT RETENTION £7 MANAGEMENT ♦ Maintain relationships with current and past clients to secure repeat business and generate new opportunities for Carlsbad. This will be accomplished through a data- base administration system, including account histories and a trace system. Retention accounts include, the United Church of God, Elite Racing, In-Motion, and ongoing FIT accounts and Internet tra�el sites. ♦ Manage and assist cirywide accounts with coordination of hotel contracting, site inspec- tions, history reports and custom online group reservations. ♦ Manage leads to a close by acting as liaison between client and hospitaliry partner to secure business into Carlsbad. This includes keeping up to date on value-added incen- tives from hospitaliry partners. ♦ Qualify all details of potential business with an emphasis on determining key deciding factors. These deciding factors will be communicated to hospitality partners to secure the business in the Carlsbad area. ♦ Complete an account saturation process on top clients that identifies the possibiliry of -- additional business. ♦ Respond to Internet inquires and qualified prospects by mailing out visitor guides, sales brochures and other sales materials with "over the top" customer service. Carlsbad Group Sales Business Plan Page 7 � INDUSTRY MEMBERSHIPS ♦ Maintain memberships in the following organizations for networking and new business opportunities: Sociery of Incentive Travel Executives (SITE), Religious and Conference Management Association (RCMA), Meeting Professionals International (MPI), California Sociery of Association Executives (Ca1SAE), American Sociery of Association Executives (ASAE), Hospitality Sales & Marketing Association International (HSMAI), Destination Marketing Association International (DMAI), Western Association of Convention & Visitors Bureaus (WACVB), Tra�el Industry Association (TIA), California Travel Industry Association (Ca1TIA), National Tour Association (NTA), Student and Youth Travel Association (SYTA), Association Forum Chicago and National Association of Reunion Managers. The sales team will attend chapter meetings from primary tar- geted regions. GROUP SALES MARKF.TING COLLATERAL ♦ Create Carlsbad Sales Kit inclusive of a new Carlsbad sales brochure and sample leisure itineraries supporting pre- and post-business travel and incentive trips. ♦ Send a targeted and unique direct mail piece directly to pre-registered attendees for all '^ trade shows to create interest in Carlsbad. Follow up with post-trade show mailings to qualified trade show prospects. ♦ Create new trade show booth displays that promote Carlsbad exclusively. ADVERTISING/PUBLIC RELATIONS ♦ Place destination co-op advertising in selected FIT brochures in conjunction with Carlsbad hospitaliry partners. ♦ Provide co-op advertising opportunities in key trade publications for meetings and Web sites provided ROI is feasible and supported by Carlsbad hotel partners. ♦ Support contracted room night generation by pitching Carlsbad angles to the media, generating editorial in travel trade, leisure, golf and meetings publications. ♦ Promote Carlsbad in 25 story angle ideas listed in the pressroom on the San Diego North CVB Web site. ONLINE PROMOTIONS ♦ Utilize a Request for Proposal (RFP) program on the San Diego North Web site to increase on-line meeting leads. ♦ Provide custom online reservations for contracted multi-hotel events and conferences. �-- ♦ Develop Carlsbad online marketing promotions during need periods far contracted leisure accounts such as Hotels.com/Expedia.com, Orbitz.com, Travelocity.com, etc. Carlsbad Group Sales Business Plan Page 8 � ♦ Develop custom promotions for Carlsbad hotels using key word purchases (pay per click) and a custom landing page on the San Diego Narth CVB Web site. ♦ Promote Carlsbad on the San Diego North CVB Web site, which includes more than 426 Carlsbad mentions, plus links to Carlsbad members. There were more than 175,000 unique visitors to the Web site in 2005: wwwsandiegonorth.com. ♦ Send quarterly enewsletters to contracted leisure accounts covering upcoming events, special deals and new product in Carlsbad. PERFORMANCE MEASURES, REPORTING & OUTREACH ♦ Report bi-annually to the CTBID Advisory Board on contracted bookings and associ- ated attendees into Carlsbad, including guest rooms, food & beverage, and meeting room revenue. ♦ Report bi-annually to the CTBID Advisory Board on business plan strategies to moni- tor pace and performance. ♦ Track visitor spending to determine overall economic impact that any specific group has to Carlsbad based on DMAI's delegate spending formula. _ ♦ Measure the effectiveness of San Diego North CVB Internet programs and online bookings. ♦ Gather editorial generated and calculate its dollar value and impressions. ♦ Follow industry indicators to monitor spikes. ♦ Host periodic meetings with Carlsbad hospitality partners to discuss performance updates and new sales strategies. ♦ Provide personalized sales sessions with Carlsbad hospitaliry businesses in order to opti- mize revenue potential and provide business updates to the San Diego North CVB sales team. ♦ Mail definite booking notices to general managers once business has been contracted. IIIB.2. San Diego North CVB Schedule of Activities & Costs Monthly cost totals also include daily activities outlined in the plan, sales & marketing personnel, public relations, sales operetions, and CTBID administration Cost of Service Page 2 IIID. BUDGET II.b. Generate increased occupied room nights in rou tra�el (Includes corporate, incentive, association, SMERF, and contracted leisure business) Group Sales Personnel $183,221 (100% of Carlsbad Business Development Manager, 25% of existing sales team's efforts) Group Sales Programs $46,873 (trade shows, trade show sponsorships, site visits, client events, educational tours, promotions) Group Sales Operations $14,802 (lease, postage, office supplies, office machines, telephones) Group Sales Marketing $69,448 (collateral, direct mail, booth displays, co-op advertising, public relations, Internet initiatives, 15% of marketing team's efforts) CTBID Administration 5 000 TOTAL $319,344 � Certified Vacations Jan-Jun 2005 3 9 $837 Hotels.com/Expedia.com Jan-Jun 2005 93 2'79 $25,947 Travel Connection Jan-Jun 2005 35 105 $9,765 TravelWorm Jan-Jun 2005 43 129 $11,997 Walt Disney Vacations Jan-Jun 2005 170 510 $47,430 Total into Carlsbad for FY 04-OS 1,102 2,436 $347,166 Total Event Start Visitor Group Deimite Bookings Date Room Nights Attendees Spending FYTD 05-06 In Motion, Inc-MS Walk 9/15/2005 100 500 $27,900 In Motion, Ino-Carlsbad Marathon 1/13/2006 700 8,000 $195,300 America West Vacations Jul-Dec 2005 45 135 $12,555 American Airlines Jul-Dec 2005 78 234 $21,762 Certified Vacations Jul-Dec 2005 96 288 $26,784 Hotels.com Jul-Dec 2005 768 2304 $214,272 Travel Connection Jul-Dec 2005 120 360 $33,480 TravelWorm Jul-Dec 2005 246 738 $68,634 Walt Disney Vacations Jul-Dec 2005 324 972 $90,396 � Total into Carlsbad for FY OS-06 2,477 13.531 69]_OR3 Grand Total 79 15.967 San Diego North CVB Funding Match of �50.000 ♦ The San Diego North has received $70,114 in private sector funds from Carlsbad businesses to supplement the City's $100,000 investment for Carlsbad promotion in group sales. These funds have come from co-op advertising and promotions, direct mail, membership dues, research and co-op trade show participation. Sales Leads ♦ 304 group sales leads were generated for Carlsbad businesses with a potential of over 77,500 future room nights. Educational & Site Tours ♦ Conducted 12 site inspections of Carlsbad hotels and points of interest to secure business into the area for the following companies: National Eye Institute, World Golf, Fielday Tours, Inc., In- Motion, Resource Management, Travel Worm, Household Financial, Nature Conservancy, Seventh - day Adventist, Elite Racing, San Diego International Sports Council and California Department of Transportation. ♦ Coordinated an attraction educational tour for 11 board mebers from the Orange County Concierge Association who visited Carlsbad for consideration for future leisure travelers. The group experienced A 1 Biplanes and the Carlsbad Premium Outlets. They also conducted driving tours by _ Palomar Airport, the downtown village, beaches, Batiquitos Lagoon and many recreational opportunities. ♦ Coordinated with the wholesale company America West Vacations to bring 11 reservation agents `- from Phoenix to the Carlsbad area. The agents did site visits with LEGOLAND, A 1 Biplanes and the Holiday Inn Carlsbad By-The-Sea. ♦ In January and May 2005, the sales team hosted meeting planner educational tours for 11 corporate, association and incentive meeting planners to promote group travel to the San Diego North region and Carlsbad. Five Carlsbad hotel properties were highlighted as well as the Flower Fields, A 1 Biplanes, Museum of Making Music, Carlsbad Premium Outlets, Bellefleur Restaurant, La Costa Limousine, Palomar Airport, the downtown village, beaches, Batiquitos Lagoon and recreational opportunities. Trade Shows ♦ The sales team participated in the following 20 trade shows targeting contracted business for Carlsbad from tour operators, travel agents, e-commerce companies, associations, corporate, incentive and government meetings in a cooperative effort with Carlsbad hotels Travel Industry Sales Market National Travel Association (NTA), CSAA Congress, Expedia/Hotels.com, and the Student Youth Travel Association (SYTA), Los Angeles Times Travel Show, America West Vacations Product Launch & Trade Show, California Travel Market, and POW WOW. Corporate & Association Market MPI World Education Congress, HSMAI Affordable Meetings National, Mid-America, and West, Incentive & Travel Meetings Expo (ITME), IACVB Destination Showcase Chicago and ^ Washington, DC, Canadian Meetings & Incentive Travel Show (CMITS), TEAMS USA, California Society of Association Executives (Ca1SAE) Seasonal Spectacular, MPI Professional Education Conference, and International Association of Administrative Professionals (IAAP). Personal Sales Calls ♦ Conducted 77 personalized sales calls to meeting planners and travel trade representatives in the following areas: Los Angeles, Orange County, Sacramento, San Diego North, Las Vegas-Nevada, Chicago-Illinois, Orlando, Ft. Lauderdale-Florida, New York-NY, Seattle-Washington, and Washington, DC. Client Relations & Account Retention ♦ Worked exclusively with the regional citywide conference, United Church of God "Feast of the Tabernacles", September 29-October 7, 2004, that was held at the California Center far the Arts Escondido. For the City of Carlsbad, the event generated 136 room nights. This group is a direct result of the on-going effort of the geographical "clusters" that have been developed in targeting mini-citywide conferences that can be headquartered at various conference centers throughout the San Diego North region. The group sales department continues to solicit these types of conferences that utilize a variety of hotels in the surrounding areas, including hotels and outlets in Carlsbad. ♦ The mini-citywide World Golf Championships headquartered at La Costa Resort & Spa in February 2005 has once again utilized the services of the San Diego North CVB to assist with the overflow guestrooms and off-site attraction options. This group generated close to 300 overflow room nights for Carlsbad hotels, generating $106,960 in visitor spending for the City of Carlsbad. _ ♦ Assisted event organizers from In-Motion Carlsbad Marathon & Elite Racing Carlsbad 5,000 to coordinate room blocks for the events. We worked in partnership for seamless and successful events which generated 1,059 room nights and $295,461 in tracked visitor spending for the City of Carlsbad. (See Promotions section for mention of this even�) Research New Markets ♦ Business periodicals are reviewed on a daily, weekly and monthly basis from targeted feeder markets to solicit new business opportunities for the Carlsbad area. Direct Mail ♦ Sent direct mail pieces to over 6,800 pre-registered meeting planner attendees for 10 trade shows. Planners were from various areas of the United States with the majority coming from Washington, DC, Northern & Southern California and the Midwest. Industf-v Membershins ♦ Maintained memberships in the following organizations for networking and new business opportunities: Society of Incentive Travel Executives (SITE), Religious and Conference Management Association (RCMA), Meeting Professionals International (MPn, California Society of Association Executives (CalSAE), American Society of Association Executives (ASAE), Hospitality Sales & Marketing Association International (HSMAI), International Association of Convention & Visitors Bureaus (IACVB), Western Association of Convention & Visitors Bureaus (WACVB), Travel Industry Association (TIA), California Travel Industry Association (Ca1TIA), National Tour Association (NTA), Student Youth Travel Association (SYTA), Association Forum Chicago and California Connection. Promotions ♦ Attended four American Airlines product launches in March 2005 in the cities of Dallas and Arlington, Texas as well as Arlington Heights and Rosemont, Illinois to promote vacation packages. Close to 1,000 travel agents attended to learn about the full scope of offerings in the San Diego � North region and Carlsbad. LEGOLAND was one of the coop partners for this event. La Costa Resort & Spa is also part of this program. ♦ Distributed 30 San Diego North destination information packets including highlights on Carlsbad to Japanese tour operators visiting California for an event held in Orange County. ♦ Conducted an educational training and product launch to promote Carlsbad hotels and attractions to 150 reservation travel specialists for America West Vacations in Phoenix, Arizona. The Holiday Inn Carlsbad and LEGOLAND both participate in the program. ♦ Developed partnerships with In-Motion and Elite Racing, the organizers of the Carlsbad Marathon and the Carlsbad 5000, by assisting with hotel contracting, site inspections, history reports and providing on-line group reservations. ♦ Conducted a presentation to promote Carlsbad hotels and attractions to over 60 reservation travel specialists for Travelworm.com in Las Vegas, Nevada. ♦ Refined the "Keep It In Carlsbad" referral program. This program offers incentives to Carlsbad members for providing San Diego North CVB with displaced business leads in order to retain the business for Carlsbad. ♦ Conducted contracting sessions with ARES and Carlsbad businesses to set up online room blocks. ARES is the online booking company used on the San Diego North CVB Web site. � ♦ We continue to highlight Carlsbad on our trade show booth with photos of LEGOLAND and the Flower Fields and a map that features the name Carlsbad with the Flower Fields icon. We also feature these highlighted areas in our group sales brochure that is used for sales kits, direct mail and trade show collateral. ` ♦ Participated in a Southwest Airlines travel promotion coordinated by the California Travel & Tourism Commission to promote in-bound travel to Southern California including Carlsbad. Various hotels and attractions provided promotional items and gift certificates. Performance Measurements ♦ Tracked contracted bookings into Carlsbad, including guestrooms, food & beverage, and meeting room revenue. ♦ Tracked total visitor spending to determine overall economic impact that any specific group has to Carlsbad based on IACVB's direct delegate spending formula. RenortinQ & Outreach ♦ Conducted Carlsbad meetings with hospitality partners to discuss performance updates and new sales strategies including guest speakers such as Terry Selk with the California lntemational Tourism Commission. ♦ Met with 18 Carlsbad members individually to discuss business updates. ♦ Continue to develop the working relationship with Carlsbad Convention & Visitors Bureau through various communications. Comnlimentary Sunnlemental Marketin� ♦ Produced 40,000 of the 147-page, San Diego North 2005 Travel Planning & Conference Guide. Eighty-five percent (85%) of our visitor inquiries bring their guide with them when they come. _ There are over 163 references to Carlsbad points of interest throughout the guide, including nine photographs. ♦ Updated the San Diego North Web site, including more than 156 Carlsbad mentions, plus links to Carlsbad members. There were more than 160,000 unique visitors to the Web site last year. www. sandiegonorth. com. ♦ San Diego North actively participates on the Highway 101 Association Board of Directors. Carlsbad highlights include Carlsbad Village, Alt Karlsbad and Neiman's Restaurant, to name just a few. ♦ Updated Bureau photo library with new images of Carlsbad. �sitor Center Referrals ♦ Provided 2,095 referrals to Carlsbad businesses through walk-in, phone-in, and write-in inquiries at our visitor center in Escondido. ♦ Received more than 2,450 business reply card requests from the San Diego North Travel Planning & Conference Guide for additional information on Carlsbad businesses. --- Media Relations ♦ Generated editorial highlighting Carlsbad valued at $441,734. This editorial showcased, LEGOLAND California, La Costa Resort and Spa, Flower Fields at Carlsbad Ranch, Biplane Adventures, Four Seasons Resort Aviara, Hilton Garden Inn Carlsbad, Carlsbad Inn Resort and the Carlsbad Village Fair. The editorial appeared in media such as Sunset Magazine, North County Times, Arizona Republic, North San Diego County Magazine, TravelTips Magazine, Valley Scene Magazine, San Diego Style Weddings, The Golfer Magazine, Smart Meetings, Los Angeles Jewish News, San Diego Business Journal, Adelphia Cable/Headline News, and Good Morning Arizona. ♦ Hosted two travel journalists in the Carlsbad area, including: Anne Cooke, LA Times Syndicated and Santa Barbara News-Press; and John Vlahides, Lonely Planet Travel Guide Book. ♦ Leogoland was featured on a Good Morning Arizona episode in May. ♦ Electronically distributed 11 press releases to a media database of 1,000 national, regional and local journalists promoting Carlsbad businesses, attractions, recreation and culture. ♦ Promoted Carlsbad in 25 story angles that are listed in the pressroom on our Web site. They are pitched to travel writers on an ongoing basis. Listings include LEGOLAND, Four Seasons Resort Aviara, La Costa Resort and Spa, The Flower Fields at Carlsbad Ranch, and A 1 Biplane Adventures, to name just a few. r Future Carlsbad Hotel Development Total Operating Rooms in 2006 3,817 Futur�e Operating Propertfes to Open in 2007 La Costa Resort Viilas 16 Homewood Suites Carlsbad 96 Hampton Inn Carlsbad 102 Sheraton (Grand Pacific) 129 Grand Pacific Villas 125 Total 2007 Rooms 468 F�ture Operating Properties to Open in 2008 Sheraton (Grand Pacific) 221 Grand Pacific Villas 225 Total 2008 Rooms 446 Fuiure Operating Properties to Open in 2009 Hilton Carlsbad Resort 8� Spa 220 Total 2009 Rooms 220 Grand Total of Carlsbad Rooms by 2009 4,951 � San Diego North CVB Performance Measure SALES DEPARTMENT DEFINITE GROUPS BOOKINGS 1. Sales Manager confirms with client and hospitality partner the business agreement by obtaining a copy of the contract. 2. Definite group is approved by San Diego North CVB director of sales. 3. Sales Manager processes the group as definite in the sales database based on the member contract and estimates amount of revenue for forecasting. 4. A definite booking notification is distributed to other hospitaliry partners who also received the lead information advising them of the client's decision. 5. Account is turned over to sales coordinator to finalize non-hotel needs of the group and generate additional business for other members. 6. Once the group has traveled, a group evaluation form is sent to client to rate the overall San Diego North experience. 0 COMPLETION REPORTS/CONSUMED REVENUES 7. A completion report is sent to the contracting member by the 5th of the month after the group has traveled requesting total realized number of guestrooms and attendees and revenue amounts from guestrooms, food and beverage, meeting room rental and other outlets. This report is due back by the 10th of the month to the sales coordinator. 8. From the above information, a monthly consumed revenue report is generated providing an overview of the actual consumed revenues for each member and ciry. SALES ACTIVITY REPORTS 9. Sales Departments reports monthly the number of client and member site inspections, in-kind services, trade shows attended, sales calls conducted and other sales related activi- ties. 10. Monthly report is generated from San Diego North CVB database outlining each sales manager's production, including the number of leads generated and definite groups. 11. Bi-annual and annual ciry reports are generated and distributed to the 10 funding cities. These reports recap the sales and marketing efforts completed by the staff that relate to each city's tourism plan. MARKETING DEPARTMENT INQUIRY REPORT 1. Wa1k-in visitor inquiries are captured from manual tick sheets kept by the staff working the visitor center desk. 2. Phone-in visitor inquiries and referrals are captured from manual tick sheets kept by all staff in the office. Phone-in visitor guide requests are solicited for the Bureau's opt-in database and input into the computer. 3. Write-in visitor inquiries are captured in the database from visitor requests. Write-in inquiries are nearly all received from the BRC requests from publications in which we advertise. These requests are sent via email and imported directly into the database. 4. Web site unique users are counted through monthly Web Trends Reports. 5. Name captures are grown through our online promotions and measured in our opt-in database. 6. Online reservations are measured and growing through search engine optimization efforts. EDITORIAL REPORT '' V�Te calculate editorial value based on the cost per column inch that it would take for us to purchase advertising space that's equivalent to the editorial space received. We also measure reader circulation and impressions. VISITOR CONVERSION STUDY 1. Survey methodology: We mail surveys to 10,000 visitor inquiries from the past year who are randomly chosen (every nth name) from the database after we have excluded any travel professionals and international inquires. We email surveys to approximately 5,000 name captures. 2. Of all the information garnered from our annual visitor conversion study, the calculation for economic impact for each ciry is by far the most important calculation made. a. We take the total number of visitor inquiries (less walk-ins) from the period of time we're measuring and multiply that by the percentage that actually visited SDN after receiving the guide. (Walk-ins are excluded because they are not entered into our database and so are not part of the measured group.) b. Total economic impact of San Diego North inquiries: We mulriply the average length of stay in individual cities by the average expenditure per day, which is the average trip expenditure for people staying in that ciry. �