HomeMy WebLinkAbout2007-09-25; Carlsbad Tourism Business Improvement District; 09-07-22; Reports from Convention and Visitors BureauCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 09-07-22
MTG. 9-25-07
DEPT. Admin
Services
Accept Reports from Carlsbad
Convention and Visitors Bureau and
San Diego North Convention and
Visitors Bureau for Period Ending
June 30, 2007
CTBID STAFF (J/X
GENERAL ,*»->»
COUNSEL ^5^
RECOMMENDED ACTION:
Accept reports from Carlsbad Convention and Visitors Bureau (CCVB) and San Diego North
Convention and Visitors Bureau (SCNCVB) for period ending June 30, 2007.
ITEM EXPLANATION:
The CTBID contracts with CCVB and SDNCVB to provide various tourism services. A
requirement of each of their contracts is that they submit periodic reports on their activities and
performance. Attached are their reports for the period ending June 30, 2007.
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. Report from CCVB for period ending June 30, 2007.
2. Report from SDNCVB for period ending June 30, 2007. .
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, cgerh@ci.carlsbad.ca.us
FOR CITY CLERKS USE ONLY.
BOARD ACTION: APPROVED
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WITHDRAWN D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
CALIFORNIA
- '. - -- .- -". -i.•*-..• ..\».
Semi-Annual Activity Report by the Carlsbad Convention & Visitors Bureau
January 1 - July 30, 2007
Submitted to the Carlsbad Tourism Business Improvement District
September 25, 2007
rlsbad
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September 14, 2007
Carlsbad Tourism Business Improvement District
Advisory Board Members
c/o Cheryl Gerhardt, CTBID Staff
City of Carlsbad
1635 Faraday Avenue
Carlsbad, CA 92008
Dear CTBID Advisory Board Members:
We are pleased to provide you with our semi-annual report of activities by the
Carlsbad Convention and Visitors Bureau from January 1 thru June 30, 2007,
This report contains information that will help to better acquaint you as to the
activities that occurred over the second half of FY 06-07.
As we look ahead into the next calendar and into 2009, there are certainly some
very significant challenges that will face our industry, not just in Carlsbad, but in
San Diego County, as well. If approved, as expected, the Tourism Marketing
District (TMD) will present hotel properties in our neighboring city with
opportunities to ramp up their sales and marketing efforts through contractual
agreements with destination marketing organizations. Interestingly, with three
new properties scheduled to open in Carlsbad within four months, increasing by
more than 10% the total room inventory in our community, we believe that CTBID
advisory board members ought to find ways to similarly increase and solidify our
local sales effort right here in Carlsbad. Industry analysts, locally, are forecasting
a possible 2.5% decline in hotel occupancy next year in San Diego, with an
anticipated increase in ADR by 0.5%.
The Carlsbad CVB would like to work directly with Carlsbad hoteliers to craft a
sales department within this bureau that will meet the needs, desires and
expectations of our local hotel industry. We believe that rather than trying to
build a sales effort in this office on our own, it makes more sense to have direct
input and involvement from our local properties to assure that positions, duties,
areas of responsibility and timelines are properly assigned to the bureau.
Parameters for reporting are now in place, thanks to this same kind of industry
involvement.
Carlsbad Convention & Visitors Bureau
400 Carlsbad Village Drive, Carlsbad, California 92008
(760)434.6093 • FAX (760) 434.6056 • www.visitcarlsbad.com • info@visitcarlsbad.com
"The Official Destination Marketing Organization of Carlsbad, California"
Just as the City of Carlsbad made a decision long ago to be self-reliant on its
source of water, so, too, the CTBID advisory board should consider having an
entity that is dedicated, one-hundred percent, to the mission of working with our
local industry to bring new business to both our existing and future properties.
It is our hope that you will agree and make this a priority item and provide us with
the opportunity to do more for the District that we serve. The Carlsbad CVB has
a 22-year record of service, and we stand ready to accept added responsibilities
to meet a very definite need.
In closing, we extend our thanks and appreciation for your continued support and
look forward to finding ways in which we can open new doors that will translate
into added value, both to our lodging industry and to the community we so
diligently work to promote.
Sincerely,
Nancy Naytidu, Chair1' Kurt Burkhart, Executive Director
Carlsbad CVB Board of Directors Carlsbad Convention & Visitors Bureau
cc: CTBID Advisory Board & Staff
Carlsbad CVB Board of Directors
Visitor information Center
The Carlsbad Convention and Visitors Bureau continues to manage and
administer the day-to-day functions of the Visitor Information Center, located at
400 Carlsbad Village Drive, in the Historic Santa Fe Train Depot. Since the
bureau reorganized as a 501(c)(6) not-for-profit organization more than 11 years
ago, the Carlsbad Convention and Visitors Bureau, together with its Visitor
Information Center, has maintained its current location and continues to serve
the public more than 360 days a year. The City of Carlsbad provides, at no
charge to the Carlsbad CVB, onsite access to the Depot that also serves as the
bureau's administrative office.
Operating seven days a week, 9:00 a.m. - 5:00 p.m. Monday through Friday, and
on a shortened weekend schedule, more than 30 seasoned volunteers
("Hospitality Ambassadors") staff the Center to provide personalized attention to
all who "call" on the Center for assistance.
The Carlsbad CVB closed out another successful year on June 30, and as work
continues to further market and seek public relations opportunities that avail the
bureau to promote our destination, expectations are running high for another
productive year in FY 07-08.
• Visitors - 18,358 visitors walked through the Center's door to ask for
directional assistance, inquire about area attractions, seek lodging rates,
ask about transportation, pick up the Visitor Guide or peruse the more
than 265 brochures on area attractions, lodging establishments,
restaurants, spas, entertainment, and outdoor recreation;
• E-mail inquiries - 3,502 incoming inquiries were received via e-mail, each
receiving a personal response, with many that included direct fulfillment of
the Carlsbad Visitor Guide;
• Phone inquiries - 3,197 incoming phone calls were answered by
volunteers who took whatever time was needed by the caller to
adequately answer all questions and to address all areas of concern and
interest, such as weather conditions, beach dredging, special events,
access to the Village Faire, and so forth;
• Letter inquiries - 473 personal letters were received, both domestic and
international, in origin. Every effort is made to provide the sender with
what has been requested. Many of the letters received reflect on the
positive experience had by those who visited Carlsbad and to thank
Center staff for their assistance;
• Lodging referrals - 1,664 requests for lodging assistance were handled by
volunteers, which included hotel availability, room price, location,
directional assistance, and so on. Referrals to specific properties is based
on particular information provided by the person who has requested
specific information, such as price range, location to area attractions,
dining and other points of interest;
Visitor Guide fulfillment process - In addition to all of the above duties that
are ongoing, day-in and day-out, volunteers are the most important
element of the fulfillment process. At fiscal year-end, they had affixed
address labels, inserted Visitor Guides, stamped and sealed 18,628
envelopes and completed the process by batching bulk mail according to
U.S. Postal regulations. (This is a historic high for outgoing Visitor Guides
by mail.) If volunteer service were not available, the fulfillment process
would be a large expenditure item that is currently handled at no charge to
the bureau.
Supplier referrals - 2,394 requests were made for specific information
about retailers in Carlsbad, dining, upcoming special events, The Flower
Fields, and so on.
Activity
Referred July Aug Sept Oct Nov Dec Jan Feb Mar April May June Totals
Flower Fields
Shopping
LEGOLAND
Restaurants
Special Events
11
72
70
80
22
255
3
38
70
61
12
184
2
35
54
41
10
142
5
85
31
101
52
274
1
60
35
38
5
139
1
86
68
48
2
205
1
43
39
47
9
139
9
59
58
82
2
210
53
58
52
51
26
240
38
33
49
33
19
172
29
66
49
70
25
239
2
62
63
57
11
195
155
697
638
709
195
2,394
The Visitor Information Center has come to depend on a reliable, well-versed,
enthusiastic and very committed cadre of volunteers. Seemingly all days are the
same, however, in addition to five areas listed above, volunteers are the
"traction" for when "the rubber hits the road!"
• Volunteer shifts - Every effort is made to accommodate each individual
who has either expressed an interest to provide volunteer service at the
Depot on certain days or specific hours, or who desires a fixed-schedule
that provides regularity of staffing. For more than 360 days in FY 06-07,
there were 948 volunteer shifts, which represents one person for each
shift worked;
• Volunteer hours - 2,783 hours of dedicated public service were provided
over a 12-month period having ended June 30, 2007.
• Volunteer in-kind service - Because volunteers provide their service
without compensation, the bureau realized $41,745 in direct in-kind
contributory service. This amount, without benefits, would equal the
salary for one year of one additional paid staff for the bureau.
State Visitation
The Carlsbad Visitor Information Center welcomed visitors for all fifty states and
two of five Insular Areas (commonly referred to as, U.S. possessions, territories).
The total domestic U.S. walk-in traffic was 14,636, with 46.34% of those
indicating California residency. That averages to more than 10 Californians
entering the Visitor Information Center every day. Local walk-ins comprised
15.65% of the total domestic visitors who took time to provide an entry into the
Visitor Center guest book.
For the entire 12-month period tracked from July 1, 2006 - June 30, 2007,
twenty-seven states were represented in every month of the year having just
ended. Interestingly, throughout the year, residents from every one of the 50
states, the District of Columbia and 2 of the U.S. Territory (Insular Area)
protectorates had signed the guest book.
Although Visitor Center volunteers encourage every walk-in visitor to sign the
guest book, there can be hesitance on the part of the visitor that may result in
fewer sign-ins as well as busy periods of the day when traffic is high. The visitor
services industry recognizes that there is approximately 20% "slippage" in the
actual number of persons who take advantage of a visitor and/or welcome center
who sign a guest log or guest book compared to those who, for whatever the
reason, choose not to.
The 5 busiest months for visitor guest book entries
July 1,845
May 1,555
August 1,524
June 1,432
April 1,220
Top 5 states represented
California 3,795
Arizona 624
Texas 297
Washington 271
Colorado 223
International Visitors
This year the Visitor Information Center welcomed visitors from at least 51
countries, spanning 5 continents. Although no trends in international visitation
can be determined, we do have an unscientific snapshot of who our international
visitors to Carlsbad are.
TOP 5 countries, as indicated by quest book entry
Canada (B.C., Alberta, Ontario)
Germany
England
Australia
Mexico
Ranking of continents and global regions, as indicated by guest book entry
Europe
North America (Canada)
Oceania
Asia
Central America
Scandinavia
South America
Middle East
Africa
To review information specific to various states or countries that have provided
guest book entries at the Visitor Information Center from January 1 - July 30,
2007, please see the Appendix of this report.
Fulfillment & Distribution
The two primary print pieces used by the bureau to meet its fulfillment obligations
are the Carlsbad Visitor Guide and the Carlsbad Destination Lure Brochure.
Although each is distinctly different, the end result with both is a call to action that
boldly says, Visit Carlsbad!
In May, the bureau received a print run of 75,000 copies of the 2007-08 Carlsbad
Visitor Guide from its publisher, Striker Media, which is provided at no charge to
the Carlsbad CVB. This year's order marks a 50% increase over orders made in
the two previous years due to the increased demand of the marketplace. On a
monthly average, the Visitor Information Center directly distributes 600 Guides to
those who visit the Center desiring information about our community. Some
2,000 additional Guides are distributed monthly to Carlsbad resorts, hotels and
motels, with re-supply upon request, providing availability. Additionally, nearly
4,500 Guides are distributed at the consumer trade shows that the bureau
attends. The bureau also provides Visitor Guides to area attractions, such as
The Flower Fields, Carlsbad Premium Outlets and Gemological Institute of
America, as well as to the City of Carlsbad and the Carlsbad Chamber of
Commerce.
From time-to-time, the bureau also meets extraordinary requests from
Associations, various business groups and family reunion planners who want to
have 100+ copies provided for their guest, members and associates. These are
either mailed directly to the requester or are made available at the Visitor
Information Center for pick up.
The second piece of direct fulfillment that the bureau uses to promote Carlsbad is
the full-color, fourfold, eight-page destination lure brochure, which serves as a
complementary addition to the bureau's print outreach. During FY 06-07, the
bureau distributed 250,000 copies of the destination lure brochure, which,
together with the entire distribution of the Carlsbad Visitor Guide, translates into
300,000 promotional print materials being distributed throughout key markets that
support travel to Carlsbad. During the last two years, the bureau has produced
Yz million copies of the destination lure brochure and, at the time of this report, a
re-run of 250,000 copies has been ordered for distribution in FY 07-08.
Certified Folder Display Services, Inc. of Vista, California, has a contractual
agreement to handle all local, regional and western states distribution of both the
Visitor Guide and the Carlsbad Destination Lure Brochure. With the exception of
the Washington State and BC Ferry program (seasonal coverage, 11/01/06 -
4/30/07), both print pieces are distributed on a twelve-month continuous basis.
Distribution Area Sites
San Diego County Visitor Marketing program 577
Orange County Tourist Systems Visitor Marketing program 185
Los Angeles Area Tourist Systems Visitor Marketing program 129
LAX/Long Beach Area Tourism Systems Visitor Marketing program 139
Inland Empire Visitor Marketing program 250
Palm Springs Area Visitor Marketing program 159
Phoenix Corporate program 89
Yuma/l-8 Area Visitor Marketing program 79
Ontario International Airport program
WA State Ferry program - Full system (seasonal coverage)
BC Ferry program - Main Routes Package (seasonal coverage)
CA Welcome Center - San Francisco
CA Welcome Center - Andersen
CA Welcome Center - Barstow
CA Welcome Center - Santa Rosa
CA Welcome Center - Arcata
CA Welcome Center - Merced
CA Welcome Center - Santa Ana
CA Welcome Center - Yucca Valley
CA Welcome Center - Auburn
CA Welcome Center - Pismo Beach
CA Welcome Center - Oxnard
CA Welcome Center - San Bernardino
Beverly Center Information Center
Distribution Area for Visitor Guide
CA Welcome Center - Oceanside
San Diego ConVis International Visitor Information Center
Carlsbad resort/hotel/motel properties (lobby distribution, monthly)
Consumer Travel Show Attendance by Carlsbad CVB
The bureau attended five consumer market travel shows during the third quarter
of FY 06-07 (January - March). Two of those shows were in California, as well
as three from key markets in Seattle, Washington, Las Vegas, Nevada and
Glendale, Arizona.
Joining the bureau at each of these shows were Carlsbad partner properties -
West Inn and Suites, Inns of America Suites, Best Western Beach View Lodge &
Beach Terrace Inn, Carlsbad Inn and Beach Resort, and Pelican Cove Inn. Entry
forms were made available, whereby show attendees could sign up for a
"Carlsbad 2-Night Getaway" that included 2 nights of free lodging, along with
breakfast and a one pound box of homemade fudge, courtesy of Al's Cafe in the
Village. Tickets for LEGOLAND and the Museum of Making Music were also
included to a select number of winners. Drawings were done at the conclusion of
each show, with video of each drawing uploaded onto the bureau's website for
Podcasting. (This demonstrates the authenticity of drawings that are too often
suspect by entrants who believe such contests are "fixed.")
Colored entry forms differentiated the shows and requirements on the part of the
entrant included a name, mailing and e-mail address, and several short
questions on their overall awareness of Carlsbad and whether they expect to visit
Carlsbad this year. E-mail addresses were entered into the bureau's database to
be used for future marketing opportunities.
Visitor Show
Show & Location Date Attendance Guides Leads
Las Vegas Prestige Travel Fair
Las Vegas, Nevada Jan. 20,2007 2,500 300 197
Seattle Travel Show
Seattle, Washington Jan. 27-28,2007 6,000 500 216
LA Times Travel & Adventure Show
Long Beach, California Feb. 10-11, 2007 15,000 1,100 534
Arizona Travel Show
Glendale, Arizona Feb. 24-25,2007 7,500 1,300 624
Bay Area Travel Show
Santa Clara, California March 24-25,2007 8,500 1,200 725
Totals 39,500 4,400 2,296
Internet
The Carlsbad CVB continues to enjoy phenomenal online success with respect
to the number of visitor sessions and page views visitcarlsbad.com has realized,
not just in the last half of FY 06-07, but since the current site launched in July
2002.
With an active Search Engine Optimization (SEO) program that is constantly
monitored and manually updated, together with module upgrades, new additions,
and updated content, visitcarlsbad.com realized 642,344 visitor sessions for the
twelve-month FY ending June 30, 2007. For the last six months, the site had
440,380 visitor sessions, which exceeded by more than 26% the entire total
number of visitor sessions generated in the entire preceding fiscal year.
Ranking Totals for www.visitcarlsbad.com on Google, Yahoo, MSN, AOL
July Aug Sept Oct Nov Dec Jan Feb Mar April May June
#1 Position
Top5
Top 10
Top 20
Top 30
51
137
195
280
315
56
155
220
297
348
39
185
266
339
384
63
189
269
361
414
66
189
260
352
409
62
181
251
351
400
67
182
257
352
419
64
211
286
379
452
41
144
205
266
301
42
134
201
264
298
39
132
200
268
294
44
160
229
310
338
The above shows that the bureau's website achieved, over the last 12 months,
an average of 52.8 for #1 ranking, 155.5 for the top 5 listings, 236.5 for the top 10
listings, 318.2 for the top 20, and 364.3 for the top 30.
Additionally, measuring the time an online visitor spends on the bureau's site is
an important indicator of whether the site's content is sufficient to both hold
attention and to further stimulate user activity.
Average Time Per Visitor on www.visitcarlsbad.com
July Aug Sept Oct Nov Dec Jan Feb Mar April May June
Urn 10s14m 45s15m 35s15m 28s|4m 17s14m 35s15m 18s 15m 32s |5m 21 s| 5m | 5m | 5m
Average Page Views Per Visitor on www.visitcarlsbad.com
July Aug Sept Oct Nov Dec Jan Feb Mar April May June
3.2 3.9 3.4 3.6 3.2 3.1 3.2 4.2 6 5.9 5.8 6
With a new digitized Visitor Guide now gracing the home page, along with
updated content throughout the site, visitors landing on the bureau's website
have proven that the Carlsbad CVB is the definitive source for information on and
about Carlsbad.
Public Relations Outreach
From local television and newspaper coverage to international broadcast and
online, the Carlsbad CVB continues to demonstrate its ability to garner significant
earned media for and about, Carlsbad.
To continue building on the successes that this bureau has achieved over the
last five years, a new public relations and media outreach program was initiated
in June 2007, with a goal of reaching new media outlets and to selectively target
media professionals where there is a higher propensity for coverage about
Carlsbad. This new plan is both pro-active and aggressive.
For the six months ending on June 30, 2007, the Carlsbad CVB garnered
$111,599 in direct, attributable earned media.
It is worth noting that when a story appears in a given publication where the
subject of that story is either entirely or in part about Carlsbad, the bureau
calculates only that portion of print that it rightfully believes it can claim credit,
whether through a direct pitch or an assist.
For example, if Sunset magazine ran a 3-page story on San Diego County and a
two-sentence paragraph dealt with Carlsbad, the Carlsbad CVB would calculate
the percentage value of that story as it pertained to Carlsbad, rather than
attributing full dollar credit for the value of the entire 3-page story.
Efforts by the Carlsbad CVB resulted in 26 stories being written, ranging from
local and regional publications to state, national and international newspapers
and magazines. The circulation was 3,978,365 with a total readership of
10,537,113.
Please see the Appendix for an in-depth review of the media garnered by the
bureau from January 1 - July 30, 2007.
This year, the Carlsbad CVB has outlined a number of initiatives aimed at
increasing the awareness of Carlsbad. These initiatives include:
• Increasing the number of press releases
• Informative e-newsletters
• Broadcast media exposure
• Ongoing coverage in the Carlsbad Business Journal
• Thematic media FAM tours
• One-on-one media visits to Carlsbad
• Market-specific regional media visits
• Public Relations & Media Roundtable meetings
• Bi-annual media kits to "A" and "B" list media
• Increasing coverage through the bureau's online press room
• Attendance at Travel Media Showcase
8
Advertising
The bureau continues to find value buying print ads in publications that have
a high probability of readership with the type of likely traveler who would find
Carlsbad to be a destination of choice. With each ad, readers are provided
with a call to action to either go online to visitcarlsbad.com and calling the bureau
toll-free, (800) CARLSBAD. Although these ads are primarily found in
publications that have regional distribution, several of these subscription-based,
travel-oriented magazines reach a national audience.
As the Carlsbad CVB strives to continue raising the awareness among
consumers about Carlsbad as a year-round preferred travel destination, the
ability of this organization to track and measure the effectiveness of print
advertising becomes difficult when there is not a business reply card (BRC)
option made available. This option provides readers with the opportunity to
"check-and-send" for specific information requested. In the last six months of FY
06-07, the bureau responded to 8,834 BRC leads through print media
advertising.
Although the bureau has advertised in publications that do not provide this
option, such as San Diego Vacation Planner, San Diegan, Phoenix Magazine,
Anaheim/Orange County Visitor Guide, California Tour & Travel, Carlsbad Travel
Information Guide (brochure), Preferred Destinations and OC The Place, it
should be noted that several of these will be discontinued in FY 07-08 because
there is no available means by which tracking is provided for by the publisher.
Publication
2007 BRC Issue Issue Total
Issue Leads Circulation Readership Impressions Distribution
Travel 50 & Beyond
Travel 50 & Beyond
Vacations
Vacations
Sunset
Arthur Frommer's Budget Travel
Arthur Frommer's Budget Travel
Arthur Frommer's Budget Travel
National Geographic Traveler
National Geographic Traveler
National Geographic Traveler
California State Visitor Guide*
Conde Naste Traveler
March/April
May/June
March/April
May/June
April
February
May
June
January
March
May
January
June
336
317
655
688
612
453
889
782
634
739
712
1,457
560
120,000
120,000
204,171
204,171
375,000
140,000
140,000
140,000
125,000
125,000
125,000
500,000
120,000
220,440
220,440
510,427
510,427
1,312,000
420,000
420,000
420,000
975,000
975,000
975,000
1,250,000
510,000
661,320
661,320
1,531,000
1,531,000
1,312,000
1,680,000
1,680,000
1,680,000
3,900,000
3,900,000
3,900,000
1,250,000
1,020,000
R/N
R/N
R/N
R/N
R/N
R/N
R/N
R/N
R/N
R/N
R/N
S/R/N
R/N
Totals 8,834 2,438,342 8,718,734 24,706,640
Distribution: N = National, R= Regional (includes in-state)
* 12-month publication, January - December 2007
With the continued success this bureau has had in placing ads in of a number of
well-respected, nationally recognized publications, ad buys will continue
throughout FY 07-08 in those that are listed above.
A sampling of the various publications and accompanying ads can be found in
the Appendix of this report.
Online Bookings (Lodging Properties)
For more than two years, the Carlsbad CVB has contracted with Advanced
Reservation Systems (ARES) to serve as the online booking engine for
consumers wishing to book their stay in a Carlsbad resort, hotel or motel and to
purchase attraction tickets. The CTBID is aware that at the present time, the
Carlsbad CVB does not actively engage in brokering sales or providing direct
sales assists for Carlsbad lodging properties. However, through ARES, the
bureau has, for more than 2 years, provided ease of access and booking
convenience to prospective visitors interested in Carlsbad through its website,
visitcarlsbad.com.
Date Order Nights Revenue
July
August
September
1st Quarter
40
27
19
86
90
66
44
200
$14,276
$10,385
$5,429
$30,090
>£ ***
October
November
December
2nd Quarter
16
9
12
37
29
21
19
69
$3,352
$2,499
$2,344
$8,195
January
February
March
3rd Quarter
23
17
25
65
59
28
62
149
$8,651
$3,595
$8,538
$20,784
April
May
June
4th Quarter
22
29
33
62
40
69
67
176
$5,112
$10,087
$11,257
$26,456
FY 06-07 Totals 272 594 $85,524
Totals for FY 06-07 reveal that, through a basically passive method for
generating room revenue, 594 room nights yielded $85,524 in room revenue.
10
(Should the CTBID advisory desire to have a proposal from the Carlsbad CVB with respect to
building a sales presence at the bureau for the local Carlsbad lodging industry, this organization
will be glad to work with our hotelier community to accommodate the CTBID advisory board with
meeting such a request.)
Online Bookings (Attractions)
Visitors also have the option to purchase tickets for area attractions through
visitcarlsbad.com.
Date Order Tickets Revenue
July
August
September
1st Quarter
1
-
1
2
4
-
2
6
$190
$0
$94
$284
October
November
December
2nd Quarter
1
1
.
2
4
4
-
8
$172
$172
$0
$344
January
February
March
3rd Quarter
_
1
3
4
-
4
11
15
$0
$188
$532
$720
April
May
June
4th Quarter
2
1
4
7
9
4
14
27
$442
$194
$619
$1,255
FY 06-07 Totals 15 56 $2,603
Financial Accountability
The bureau continues to maintain a separate segregated banking account that
only receives and expends funds that are received from the Carlsbad Tourism
Business Improvement District. An accounting of all expenditures from CTBID
funds for the period January 1 - June 30, 2007 is found in the Appendix of this
report.
CVB Board of Directors
A roster of Directors who sat as members of the Carlsbad CVB Board of
Directors through this period can be found in the Appendix of this report.
11
APPENDIX
This is what they said when asked,
"How Did You Hear About Carlsbad?"
Visitor Information Center Guest Book Entries
• Visitor Data By State & U.S. Insular Areas
• Visitor Data By Country & Global Region
Carlsbad CVB Public Relations
January - June 2007
Media Coverage
Visitor Guides
Destination Lure Brochure
Statement of Profit & Loss for CTBID Funds
January - June 2007
Carlsbad CVB Board of Directors
January - June 2007
"OCD
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Carlsbad CVB Public Relations
January - June 2007
Type of Publicity
(stories published)
Articles Circulation Readership Value of Unpaid Media
Coverage
Earned
Local Newspapers
• North County Times - 2/25
• The Coast News - Apr
• Todays Local News - 5/30
Local/Regional/State
Magazines
Chamber Business Journal (6)
Concierge Connection - Mar
Where San Diego - Apr
San Diego Business Journal - May28
Where San Diego - Summer Issue
Preferred Destinations - May
Local Broadcast:
11
320,552
292,666
641,104
877,998
$6,386
$13,669
Total Local/State
State, National & International
Newspapers
The Press Enterprise Jan
Sacramento Bee - Jun
Arizona Republic- Jun
Nat'l & Int'l Magazines
Child, New York
Association News
Utility Automation & Engineering - Jan
Nevada Woman - Jan
The Frederick News-Post - Jan
Travel + Leisure - Feb
Golfweek's SuperNEWS - Feb
Meetings West - Feb
Pregnacy & Parenting - Feb
National/International
Broadcast
• HG7V-2/25
Total National & International
Media:
14 613,218 1,519,102
3 1,077,430 2,154,860
9 2,287,717 6,863,151
$20,055
$21,548
$68,632
12 3,365,147
542,000
(audience)
9,018,011
$1,364
$91,544
Total-All Media:26 3,978,365 10,537,113 $111,599
Journalist/Media Assists
• Elizabeth Borsting, Freelance
• Deb Berry, Family Fun Magazine
• Matthew Poole, Frommer's
• Janet Fullwood, Sacramento Bee (2 assists)
• Rusty Van Dyl, What's Here Visitor Connection
• Mary Lu Abbott, Freelance
• Jane Wingle, Freelance
• Mira Dangerfield, Travel Girl
• Allison Goran, Travel + Leisure
• Amy Edwards, Phoenix Magazine
• Allison Block, Where Magazine
•Christine Velasco, Luxury Magazine
• Connie Lewis, SD Business Journal (2 assists)
• Jessie Scaccia, The Coast News
• Jeannie Sulliivan, CTTC for MICE Magazine, Germany
Carlsbad Convention & Visitors Bureau
Media Qpveragi
Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. 1 Carlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093
V>!fi 7 mil« of unipo*i*d
hopping, PGA gc'f, UGOtANO", su
!iay<skmg, bkmtj uatis,
Ccait Hi^way ^01 ^nd rremsnatK, wny
ycu want ;o ne anywhere e!(e?
to request * Visitors Guide call
(800) CAftJBAD or visit in at:
wwMr.vltHcxrlsbad.com
Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. I Carlsbad CA 92008 I 800-CARLSBAD I 760-434-6093
ii-s«/l*'
Carlsbad Convention & Visitors Bureau
Visitor Guides
T ^~—S*
< May 2006-May 2007
50,000 copies printed
May 2007-May 2008 >
75,000 copies printed
Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. I Carlsbad, CA 92008 1 800-CARLSBAD I 760-434-6093
Carlsbad Convention & Visitors Bureau
(Destination j[ure (Brochure
Diego County•s North Coast
^-V^L-
In FY 06-07, 250,000 copies of the Carlsbad
destination lure brochure were distributed in 3 states
and 1 Canadian province (San Diego, Orange, Inland
Empire & Los Angeles Counties (includes City of Los
"_j£2 " '"- °>"V?~i': '" - "***•' *C'f^^*^'*% T-'" >• "'
yfuri: <yurl S^^H:"" Angeles) and metro areas of Palm Springs, Long Beach,-.° -^ *p ',*-''..„-•• . ''• ,-t \''V'HL,
Yuma; major Southern California airports; California
Welcome Centers; Seattle-Vancouver Ferry routes;
Phoenix corporate sites that include Maricopa County
: Employees Credit Union, Safeway, Tempe School
District. More than 1,600 locations of distribution
serviced on a twelve-month continuous basis.
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Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. I Carlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093
3:02 PM
08/10/07
Cash Basis
Carlsbad Convention & Visitors Bureau
Profit & Loss
January through June 2007
Jan - Jun 07
Expense
600-000 • SALARY, WAGES & BENEFITS
600-005 • Salary & Wages
600-007 • Salary & Wages - Officers
600-010 • Payroll Taxes
600-015-Benefits
600-017 • Group Insurance - Medical
600-019 • Flexible Spending Account
600-022 • SIMPLE IRA
Total 600-015 • Benefits
600-030 • Insurance Workers' Comp
Total 600-000 • SALARY, WAGES & BENEFITS
42,483.53
41,401.44
6,977.37
7,241.46
900.00
1,162.00
9,303.46
1,391.68
101,557.48
610-000 • VISITOR CENTER OPERATIONS
610-005 • Bank Related Fees
610-006 • Check Printing
Total 610-005 • Bank Related Fees
91.87
91.87
610-016 • Equipment Rentals
610-017 • Copy Machine
610-019 • Postage Machine
Total 610-016 • Equipment Rentals
610-041 • Local Conferences/Meetings
610-043 • Chamber Installation Dinner
Total 610-041 • Local Conferences/Meetings
610-050 • Membership Dues
610-051 • CVBA
610-057-CALTIA Dues
Total 610-050 • Membership Dues
610-060 • Mileage Reimbursement
610-061 • Monthly Allotment - Kurt
610-062 • Monthly Allotment - Frankie
Total 610-060 • Mileage Reimbursement
610-070 • Office Supplies
610-073 • Printer Cartridges/Drum
610-074-Software
610-079 • Office Supplies, General
Total 610-070 • Office Supplies
610-080 • Postage / Federal Express
610-082 • USPS / Non-Postal Meter
Total 610-080 • Postage / Federal Express
840.18
857.51
1,697.69
975.00
975.00
125.00
550.00
675.00
600.00
500.00
1,100.00
458.32
34.98
210.31
703.61
11.60
11.60
Page 1 of 4
3:02 PM
08/10/07
Cash Basis
Carlsbad Convention & Visitors Bureau
Profit & Loss
January through June 2007
Jan - Jun 07
610-100-Printing
610-103 • Visitor Guide Envelopes
610-104 • Specialty Orders
Total 610-100 • Printing
610-110 • Professional Services
610-111 -Accounting
610-112- Bookkeeping
610-114 • Payroll Service
Total 610-110 • Professional Services
610-130 • Telephone
610-131 • Office, 800#
610-132 • Long Distance
Total 610-130 • Telephone
610-135-Utilities
610-136 • SDG&E
Total 610-135 • Utilities
2,956.93
223.10
3,180.03
187.00
1,265.50
240.00
1,692.50
1,265.77
298.79
1,564.56
1,626.06
1,626.06
610-140 • Volunteer Programs
610-143 • Volunteer Program Supplies
Total 610-140 • Volunteer Programs
Total 610-000 • VISITOR CENTER OPERATIONS
620-000 • DESTINATION MARKETING/BRANDING
620-010 • Print Media Advertising
620-032 • Print Ads
620-030 • Vacations
620-029 • Travel 50 & Beyond
620-028 • Sunset (San Diego Co-Op)
620-022 • Preferred Destinations
620-019 • National Geographic Traveler
620-018 • Conde Naste Traveler
620-017 • Carlsbad Travel Info Guide
620-014 • California State Visitor Guide
620-013 • Arthur Frommer's Budget Travel
620-012 • Antelope Valley Press
620-011 • Anaheim/OC Visitor Guide
Total 620-010 • Print Media Advertising
620-040 • Internet
620-049 • Web Tracking Data
620-047 • Pay-Per-Click Marketing
620-046 • Ongoing Site Maintenance
620-045 • NXT Book Online Visitor Guide
620-042 • DSL Connection
620-041 • Domain Name Regis / Renewals
278.47
278.47
13,596.39
2,105.00
2,660.00
1,380.00
2,400.00
3,380.00
6,052.63
3,597.20
1,225.00
3,919.73
9,809.66
470.00
1,210.00
38,209.22
500.00
5,795.00
1,887.50
1,490.00
269.94
206.20
Page 2 of 4
3:02 PM
08/10/07
Cash Basis
Carlsbad Convention & Visitors Bureau
Profit& Loss
January through June 2007
620-043 • Hosting
620-044 • New Site Development
620-048 • Search Engine Optimization
Total 620-040 • Internet
620-060 • Brochure & Visitor Guide Dist
620-063 • Freight & Forwarding
620-062 • Distribution to Carlsbad Hotels
620-061 • Destination Brochure
620-064 • USPS Bulk Rate
620-065 • Visitor Guide
Total 620-060 • Brochure & Visitor Guide Dist
Jan - Jun 07
594.00
651.25
6,000.00
17,393.89
550.54
600.00
25,007.54
4,936.18
524.97
31,619.23
620-070 • Public Relations & Media
620-071 • Bacon's Online Media Source
620-072 • Bacon's Media Monitoring Svc
620-075 • Media & Travel Writer FAM's
620-079 • PR Web Direct
Total 620-070 • Public Relations & Media
968.58
2,850.63
25.00
89.00
3,933.21
620-090 • Professional Conferences
620-091 • CalTIA Annual Conference
620-095 • DMAI Annual Conference
Total 620-090 • Professional Conferences
893.96
1,218.59
2,112.55
620-100 • Print Production
620-103-Visitors Guide
Total 620-100 • Print Production
5,000.00
5,000.00
620-110 • Consumer Travel Shows
620-111 • Arizona Travel Show
620-114-Meals
620-117 • Furnishings
620-118 • Miscellaneous
620-116 • Transportation
620-113 • Lodging
Total 620-111 • Arizona Travel Show
130.54
91.88
12.96
478.30
311.56
1,025.24
620-121 • Bay Area Travel Show
620-124-Meals
620-128 • Miscellaneous
620-126 • Transportation
620-125- Registration
Total 620-121 • Bay Area Travel Show
561.28
134.00
588.07
725.00
2,008.35
620-131 • LA Times Travel & Adventure
620-137 • Furnishings
620-138 • Miscellaneous
620-136 • Transportation
620-135 • Registration
81.00
10.54
410.05
2,500.00
Page 3 of 4
3:02 PM
08/10/07
Cash Basis
Carlsbad Convention & Visitors Bureau
Profit & Loss
January through June 2007
Jan - Jun 07
620-133 • Lodging 605.63
Total 620-131 • LA Times Travel & Adventure 3,607.22
620-141 • Las Vegas Travel Fair
620-148 • Miscellaneous 85.00
620-146 • Transportation 354.48
620-143 • Lodging 130.69
Total 620-141 • Las Vegas Travel Fair 570.17
620-151 • Seattle Times Travel Show
620-157 • Furnishings 134.91
620-155 • Registration 203.23
620-153 • Lodging 312.54
Total 620-151 • Seattle Times Travel Show 650.68
Total 620-110 • Consumer Travel Shows 7,861.66
620-164 • Professional Memberships
620-165 -WACVB 660.00
620-168 • Travel Industry Association 660.00
620-169 • Destination Mktg Assoc 950.00
Total 620-164 • Professional Memberships 2,270.00
620-170 • Event Sponsorships
620-171-ArtSplash 834.00
Total 620-170 • Event Sponsorships 834.00
Total 620-000 • DESTINATION MARKETING/BRANDING 109,233.76
Total Expense 224,387.63
Other Income/Expense
Other Income
700-005 • INTEREST INCOME 12.29
Total Other Income 12.29
Net Other Income 12.29
Page 4 of 4
Carlsbad Convention & Visitors Bureau
Board of Directors
January - June, 2007
Officers:
Nancy Nayudu, Chair
Owner
Pelican Cove Inn Bed & Breakfast
320 Walnut Avenue
Carlsbad, CA 92008
1:434-5995 F: 434-7649
Email: pelicancoveinn@pelican-cove.corn
Kimberly Akers, Vice Chair
General Manager
West Inn & Suites
4970 Avenida Encinas, 92008
1:448-4501 F: 448-4545
Email: kakers@westinnandsuites.com
Randy Chapin, Treasurer
General Manager
Carlsbad Inn Beach Resort
3001 Carlsbad Blvd., 92008
1:434-7542 F: 434-1676
Email: rchapin@grandpacificresorts.com
Carolyn Grant, Secretary
Executive Director
Museum of Making Music
5790 Armada Drive, 92008
T: 438-8001 x209 F: 438-8964
Email: carolyng@namm.com
Directors:
John Jakobesen
General Manager
LEGOLAND California
One LEGO Drive, 92008
T: 918-5401
Email: john.iakobsen@america.lego.co
Patrick Fearn
President
Certified Folder Display Services, Inc.
1120 Joshua Way, Vista 92083
1:727-5100 F: 727-1583
Email: patf@certifiedfolder.com
Joni Miringoff
Special Events Director
The Flower Fields
5600 Avenida Encinas #106, 92008
T: 930-9123 F: 431-9020
Email: Joni@carlstas.com
Rich Reasons
President
Simpleview, Inc.
6675 Curlew Terrace, 92009
T: 929-9544 F: 929-9548
Email: rreasons@simpleviewinc.com
Rob Sapp
Director of Marketing
Four Seasons Resort Aviara
7100 Four Seasons Point
Carlsbad, CA 92008
T: 603-6800 F: 603-6822
Email: rob.sapp@fourseasons.com
Eric Siegel
Director of Operations
Grand Pacific Resorts
5900 Pasteur Court, Suite 200, 92008
T: 431-8500
Email: emsiegel@grandpacificresorts.com
Rick Smock
General Manager
Best Western Hotels
2775 Ocean Street, 92008
T: 729-5951 F: 729-1078
Email: rsmock@toboinv.com
Douglas A. Yavanian
Director Community Affairs -KSL
La Costa Resort and Spa
2100 Costa Del Mar Road, 92009
T: 929-6361
Email: dyavanian@lacosta.com
Ex Officio Directors
Ted Owen
President & CEO
Carlsbad Chamber of Commerce
5934 Priestly Drive, 92008
T: 931-8400, ext 106
Email: towen@carlsbad.org
^ WORTH
'••Ifyrtm to filf your senses
EXHIBIT 2
SAN PIP.CQ NORTH CONVENTION & VISITOM BUREAU
San Diego North Convention & Visitors Bureau
Carlsbad Sales Report
July 1, 2006 -June 30, 2007
Report Summary
Total Accounts:
Room Nights:
Room Revenue (estimated):
On Property Revenue (estimated):
Total Property Revenue (estimated):
Total Destination Visitor Spending (estimated):
Amount of Funding from BID (to date);
44
9,939
$1,439,949
$499,033
$1,938,982
$4,377,133
$100,000
Client Educational Site Tours, Fams & Events:
Client Trade Shows:
Client Personal Sales Calls:
Member Sites, Meetings & Events:
SDNCVB Hosted Meetings & Events:
38
9
38
39
5
160-page Visitor Guide Distribution:
Website Unique Users:
On-line Reservations:
Media Editorial Value:
Media Site Visits:
Media Press Trips
Visitor Center Referrals:
Direct Mail Contacts:
40,000
210,000
$119,116
$1,100,660
7
4
3,477
11,380
Total Accounts:
Contracted Room Nights:
Actual Room Nights:
Actual Room Revenue (estimated):
Actual On-Property Revenue (estimated):
Actual Total Property Revenue (estimated):
Actual Destination Visitor Spending (estimated):
50
8,420
7,257
$1,097,597
$423,271
$1,520,868
$3,011,986
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