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Home My WebLink About2006-11-30; Carlsbad Tourism Business Improvement District; 1106-13; Discussion Items for CTBIDCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 1106-13 MTG. 11-30-06 DEPT. AdminServices Discussion Items for the Carlsbad Tourism Business Improvement District Board CTBID STAFF (/#V GENERAL /^) COUNSEL KpZS RECOMMENDED ACTION: 1) Discuss follow-up with both Bureaus relative to success measurement criteria. 2) Discuss funding for the City Visitor Information Center. 3) Discuss programs, policies, and work plans and the future direction of the CTBID. ITEM EXPLANATION: At the August 31, 2006 meeting of the CTBID Board of Directors, the Board members expressed the desire to discuss the direction of the Board for the remainder of the year, to discuss follow-up with both Bureaus relative to success measurement criteria, and to discuss funding for the City Visitor Information Center at the November 30, 2006 meeting. The Board cannot make decisions; however, they can direct staff to bring back an item for discussion at the next meeting. FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not approve any projects that will have a physical adverse affect on the environment so it falls within the general rule under CEQA that this is not a project (CEQA Regulation 153789(b)). EXHIBITS: 1. Performance Measures 2. Visitor Information Center Budget DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, cgerh@ci.carlsbad.ca.us FOR CITY CLERKS USE ONLY. BOARD ACTION: APPROVED D DENIED D CONTINUED D WITHDRAWN D AMENDED D CONTINUED TO DATE SPECIFIC D CONTINUED TO DATE UNKNOWN D RETURNED TO STAFF D OTHER - SEE MINUTES D EXHIBIT 1 October 9, 2006 To: CTBID Board of Directors From: Cheryl Gerhardt, Board Staff PERFORMANCE MEASURES At the August meeting, the Board expressed an interest in having staff assist them in developing some measurement criteria to help them evaluate the effectiveness of the bureaus the Board has contracted with to promote Carlsbad Tourism. Over the last couple months I met with the following people to gather information: Cami Mattson, CEO San Diego North CVB Stephanie Colby-Aburto, Dir. of Sales, San Diego North CVB Barbara Bovee, Dir. of Marketing, San Diego North CVB Kurt Burkhart, Executive Director, Carlsbad CVB Rob Sapp, Regional Dir. of Marketing, Four Seasons Jeffrey Homad, Dir. of Sales & Marketing, La Costa Tim Stripe, Board Vice-Chair Robert Moore, GM Hilton Garden Inn As a result of those meetings the following information was put together: San Diego North They provide contracted sales which includes group sales, FIT (frequent independent travelers)/Vacation packages. They also help some of the smaller hotels to get set up with Internet consolidators. They represent the North San Diego region and have 10 public contracts and 200 members. Current Measure = Visitor Spending • Visitor spending is measured based on contracts. • Visitor spending includes hotel, food and beverage, entertainment and can be at the hotel property as well as within the region. • Visitor spending is calculated based on standard costs established by the Destination Marketing Association International Guidelines Measurement. • There are different standards based on whether it is a conference, FIT, SMERF or Corporate. • Visitor spending is reported when the contract is signed rather than when actual stay occurs. • In comparing visitor spending reported for two sales contracts to the amount actually charged per the contract one was higher and one was lower. • Confidentiality of the hotels is one reason they do not track and report actuals. EXHIBIT 1 Possible Measures • Actual group revenue consumed - this would be actual room revenue, food and beverage consumed at the hotel. The hotels track this so it could easily be obtained by calling the hotels. • Cost per room night (total contracted amount/* room nights booked) Carlsbad Convention and Visitors Bureau In addition to operating the visitor center they provide Public Relations and Direct marketing of Carlsbad. Current Measures = they track the number of inquiries they get through the visitor center, 800 number, email, website, and business reply leads. They also track the value of earned media. • Currently they do not do any Visitor profiling or conversion studies. • They would like to do both of the above but indicate they would need more funding to be able to hire someone to do it. Possible Measures • Cost per inquiry • Trend analysis of inquiries Other Considerations Visitor spending outside property is probably irrelevant for CTBID How do they know who gets credit for the lead? Quarterly reports instead of Bi-annual would be more timely information. For groups staying at many hotels, list the names of the hotels for that group. It may be useful to show new business separately from repeat business Airline packages should be able to tell us by zip code who stayed at our hotels, room nights, rates, and hotels which may be useful visitor profile information. For Internet consolidators they should show what hotels they represent. They should only take credit for the first two years since after that the hotels probably don't need any assistance. The Internet seems to be one of the most important mediums used in travel research and bookings as opposed to print media. Not sure what the value of SNCVB and Convis is to the downtown hotels. It may be beneficial to call the downtown hotels to get their input on both contractors. There are ways to track Internet and phone call bookings. mm EXHIBIT 2 * i i i i (0 i i CO >taff of 3 full-time, 1 part-timeccounting, Bookkeeping, Payroll seiCO <lectronicsLJJ CO•p COo COCO0)c 'CO .a co" 8.o 1 -9?73ro isitor Guide envelopes, CVB letterhi>elephone, computersH "c 0) E .a E '£ Q}O5CO JD E •*-»' CD 25 "ca -t-rf o ^tandard office suppliesCO o>COcO)Q. "^Q)O)asic office equipment; copier, postaolunteer RecognitionCO >emberships in 6 local organizationseneral Liability, Directors & Officers2 O hairman's discretionary accounto CO0)c +-*0)0) "ro3CC (D J= t Oz. o<?b cca CO in"Chamber events, San Diego ConVi:CO ounty property, State EqualizationO AmounoooooooCOlOOlOCDOO- iooooomooI"-COh-OCNh~lOO mO> CM 10 co" co" co" co" co co" CM" _ o> *Vco N" w 0)±i 0 D)T3 00 .-lll E ro•o co < <D CL E O 2 .2 E CL '3CT LU Q. '3 e i o5 0-5 E^c os li| Is!mi i I I * * *it * itititit Q_ 1 it it ***•t so w o§1 5 i T3 HI 03 8OT .9! o 12 Ia(A•a c c O 00 OO i- CN A)6) 1 fe | g8 £D. 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