HomeMy WebLinkAbout2008-08-26; Carlsbad Tourism Business Improvement District; 08-08-32; Carlsbad Convention and Visitors BureauCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 08-08-32
MTG. 8-26-08
DEPT. AdminServices
Accept Reports from Carlsbad
Convention and Visitors Bureau and
San Diego North Convention and
Visitors Bureau for Period Ending
June 30, 2008
CTBID STAFF {^\
GENERAL ^SS^>
COUNSEL Q2&-
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, 2008.
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, 2008.
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 15738).
EXHIBITS:
1. Report from CCVB for period ending June 30, 2008.
2. Report from SDNCVB for period ending June 30, 2008.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, cqerh(o)ci.carlsbad.ca.us
FOR CITY CLERKS USE ONLY.
BOARD ACTION: APPROVED O
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WITHDRAWN D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
cirlsbad
August 15, 2008
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 - June 30, 2008. This
report contains information that will help to better acquaint you to the activities
that have occurred over the last two quarters of FY 07-08.
We extend our thanks and appreciation for the continued support of the CTBID
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, with more than 23 years of service to Carlsbad.
Sincerely,
LX
Nancy Nayudu, Chair Kurt Burkhart, Executive Director
Carlsbad CVB Board of Directors Carlsbad Convention & Visitors Bureau
cc: CTBID Advisory Board & Staff
Carlsbad CVB Board of Directors
Mayor & Council Members
Media
Carlsbad Convention & Visitors Bureau
400 Carlsbad Villacjo Drive, Carlsbad, California 92008
1/60)434.6093 • PAX (/GO) 434.6056 • www.visitcarlsu..'com • info^ymtcarlsbarl.1:0111
"Tho Official Destination (VUirkotinrj Oiodiii/alior. of Carlsbad, California"
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 13 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 continues to provide, 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 ended its last two fiscal quarters of FY 07-08 on June 30,
2008. Economic conditions, especially gasoline exceeding $4 per gallon for
motorists, continues to challenge the purchasing power of most consumers
which, in turn, has provided significant challenge for businesses in the
marketplace. As such, the bureau continues to find opportunity, wherever
possible, to meet its charge in promoting Carlsbad as a year-round preferred
leisure travel destination.
• Visitors - 4,473 visitors walked through the Center's door from January 1
- June 30, 2008 to ask for directional assistance, inquire about area
attractions, seek lodging rates and availability, ask about transportation
services, pick up the Visitor Guide or peruse the more than 265 brochures
on area attractions, lodging establishments, restaurants, spas,
entertainment, and outdoor recreation. Fiscal Year 07-08 ended with
13,157 total visitors coming into the Visitor Information Center;
• E-mail inquiries - 1,926 incoming inquiries were received via e-mail from
January 1 - June 30, 2008, each receiving a personal response, with
many that included direct fulfillment of the Carlsbad Visitor Guide. The
fiscal year ended with a total of 3,343 incoming e-mails;
• Phone inquiries - 1,201 incoming phone calls were answered by
volunteers from January 1 - June 30, 2008 in which they provided
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 access, special events, access to the Village
Faire, and so forth. The fiscal year ended with a total of 2,606 phone
inquiries;
• Letter inquiries - 220 personal letters were received, both domestic and
international, in origin, from January 1 - June 30, 2008. 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. FY 07-08 ended
with a total of 363 personal letters;
Lodging Referrals - 523 requests for lodging assistance from January 1 -
June 30, 2008 were handled by volunteers, which included hotel
availability, room price, location, directional assistance, and so on.
Referrals to specific properties are based on particular information
provided by the person who has requested specific information, such as
price range, location, proximity to area attractions, dining and other points
of interest. FY 07-08 provided 1,121 lodging referrals;
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 the end of FY 07-08, they had
affixed address labels, inserted Visitor Guides, stamped and sealed
16,436 outgoing requests. From January 1 - June 30, 2008, Visitor Guide
fulfillment totaled 7,560 outgoing requests. (Note: If volunteer service
were not available, the fulfillment process would likely be a large
expenditure item that is currently handled at no charge to the bureau);
Supplier referrals - 1,125 requests from January 1 - June 30, 2008 were
made for specific information about retailers in Carlsbad, dining, upcoming
special events, LEGOLAND, The Flower Fields, and so on. FY 07-08
ended with a total of 2,313 supplier referrals.
Activity
Referred Jan Feb March April May June Totals
Flower Fields
Shopping
LEGOLAND
Restaurants
Special Events
Totals
2
85
25
52
2
166
8
63
55
41
0
167
34
48
31
39
0
152
77
58
34
43
2
214
22
66
78
74
0
240
2
72
86
60
2
222
145
392
309
309
6
1,161
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-scheduled
that provides regularity of staffing. For more than 360 days in FY 07-08,
there were 949 volunteer shifts, with 472 of those shifts from January 1 -
June 30, 2008.
Volunteer hours - 1,372 hours of dedicated public service were provided
from July 1 - December 31, 2007, and a Calendar year 2007 total of
2,763 hours;
Volunteer in-kind service - Because volunteers provide their service
without compensation, the bureau realized $20,580 in direct in-kind
contributory service from January 1 - June 30, 2008, and a total FY 07-08
was $41,445. This amount, without benefits, would equal the salary for
one year of one additional staff for the bureau.
Snapshot of Activity by the Carlsbad Convention & Visitors Bureau
6 months Fiscal Year
1/1/08 - 6/30/08 7/1/07 - 6/30/08
Business Reply Leads
Visitor Guides Mailed
Online Visitor Sessions
Website Page Views
Media Kits
Earned Media
Visitors
Volunteer Hours
Volunteer In-Kind Cash Value
Volunteer Shifts
E-mail Inquiries
Letter Inquiries
Phone Inquiries
Lodging Referrals
Supplier Referrals
5,692
7,560
287,149
1,489,770
17
$782,637
12,876
16,436
641,676
1,872,403
26
$1,027,967
4,473
1,372
$20,580
472
1,926
220
1,201
523
1,125
13,157
2,763
$41,445
949
3,343
363
2,606
1,121
2,313
State Visitation
The Carlsbad Visitor Information Center welcomed visitors from all fifty states,
with the total domestic U.S. walk-in traffic at 7,582, with 45.3% of those indicating
California residency. That averages to more than 9.5 Californians entering the
Visitor Information Center every day. Local walk-ins comprised 15.6% of the
total domestic visitors who took time to provide an entry in the Visitor Center
guest book.
For FY 07-08, all 50 states were represented in every month of the year. And,
from January 1 - June 30, 2008, totals showed that visitors from every state, the
District of Columbia and the Commonwealth of Puerto Rico were represented in
the last two fiscal quarters of the year.
Although 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 and access to the book is
unavailable.
Months Ranked by Domestic Visitor Walk-In Traffic at the
Visitor information Center
March 1,720
April
June
May
February
January
1
1
1
,449
,439
,143
981
850
The Top 5 States Represented
California 3,436
Arizona 688
Washington 234
Colorado 215
Illinois 203
International Visitors
From January 1 - June 30, 2008, sign-ins from 41 countries and 5 continents
were registered.
The Top 5 Counties
As Indicated By Guest Book Entry
Canada
Germany
England
Australia
Mexico
Ranking of Continents and Global Regions,
As Indicated By Guest Book Entry
Europe
North America (Canada)
Asia
Oceania
Central America
Scandinavia
South America
Africa
Middle East
To review information specific to various states or countries that have provided guest hook entries
at the Visitor Information Center from January I -- June 30. 2008, 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!
Copy representations of both publications are located in the Appendix of this report.
Visitor Guides are provided at consumer travel shows, made available in a select
number of Official California Welcome Centers, and allocated to Carlsbad hotels,
motels and resorts. Distribution services are contracted through Certified Folder
Display Services, Inc. The bureau received a print run in May 2008 of 80,000
copies of the Carlsbad Visitor Guides from its publisher, Striker Media. Although
the standard no-cost run for the initial 50,000 copies is no charge to the bureau,
an additional 30,000 copies were printed to meet increased demand and to
accommodate wider distribution, such as to The Flower Fields, Carlsbad
Premium Outlets and the Gemological Institute of America, as well as 3 new
hotel properties that came on line in early 2008.
On a monthly average, the Visitor Information Center directly distributes ~600
Guides to those who visit the Center desiring information about our community.
Some 2,500 Guides are also distributed monthly to Carlsbad lodging properties,
with re-supply upon request, providing availability.
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)
Internet: Pav-Per-Click. Search Engine Optimization
Pay-Per-Cfick is a type of search marketing where advertisers (the Carlsbad
CVB) pay a set amount every time their ad is clicked by a prospect (otherwise
known as, a click thru). Advertisers (in this instance, the bureau) bid on
"keywords" that they believe their target market would type in the search bar
when they are looking for their type of product or service.
Each keyword value is different - a result of the commercial viability of the
keyword and the number of businesses vying for the click-through. Essentially,
the world of keyword bidding is an open auction.
A Search Engine or directory places our link in their database and charges us a
fee every time our URL comes up in a search and is clicked on. The bureau uses
Google Adwords.
SEO attracts more attention from people conducting relevant searches. It
focuses on a smaller number of keywords and delivers longer-term results.
Successful search marketing helps a site gain top positioning for relevant words
and phrases. Since 1992, the bureau has employed SEO and has seen visitor
traffic increase every year since it became part of the standard marketing
program for www.visitcarlsbad.com.
Lastly, measuring the time a 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 encourage user activity.
To review specific categories and words used in Pay-Per-Ciick from January 1 - June 30. 2008.
please see the Appendix of this report
Average Time Per Visitor on www.visitcarlsbad.com
Jl?!?_ March April May June
0:03:47 frQfrgg 0:03:45 :03:21 0:03:40 0:04:30
Average Page Views on www.visitcarlsbad.com
Jan Feb March April May June
46,140 48,011 57,963 55,282 48,680 55,838
Average Page Views Per Visitor on www.visitcarlsbad.com
Jan Feb March April May June
5.59 5.27 5.49 4.9 5.36 5.79 |
Rank results in Google organic search (Search Engine Optimization)
Keyword
Carlsbad
Carlsbad accommodations
Carlsbad events
Carlsbad golf
Carlsbad hotels
visit Carlsbad
Jan
10
12
11
18
Feb
8
11
7
16
11
March
8
7
6
19
15
5
April
7
7
• y
11
9
1
May
5
6
1
7
9
1
June
3
3
f
6
5
19
1st page results
2nd page results
JAfter 3rd page results
Organic traffic has trended upward and the site now benefits from words that
were previously paid for through Pay-Per-Click. We are now receiving a large
majority of all traffic that searches for Carlsbad. The biggest difference seen is
with keywords that are associated with Carlsbad hotels, whereas, the biggest
ranking fluctuation comes with those associated with Carlsbad events.
The above chart for activity during the first six months of 2008 show significant
improvements on page placements and rankings.
A new digitized Visitor Guide - exact copy of the hard copy now in distribution -
graces the home page. Together with updated content throughout the site, the
Carlsbad CVB has built and maintains an online presence that has proven, over
time, to be the definitive source for online visitors seeking information on and
about Carlsbad.
Pav-Per-Click. January 1 - June 30. 2008 (Actual performance)
Campaign Ad Group Clicks Impressions CTR Avg. CPC Cost
General Carlsbad
Events
Major Attractions
Total
Attractions
Hotels
Golf
Carlsbad
Vacations
Carlsbad Village Street Faire
Flower Fields
190
271
28
720
152
1,933
11,352
2,452
96,359
23,967
9.83%
2.39%
1.14%
0.75%
0.63%
$0.29 $55.66
$0.86 $233.81
$0.71 $19.88
$0.72 $521.19
$0.77 $117.64
18
86
1,465
123 14.63%$0.12 $2.17
1,101
137,287
7.81%
1.07%
$0.19 $16.56
$0.66 $966.91
Lastly, the bureau has joined an increasing trend to depart form log-based (Deep
Matrix - LiveStats) data collection to Google Analytics. In short, LiveStats, "Will
report higher numbers because they track usage of a website at the transaction
level and not the visitor level." (SimpleView Whitepaper: Log Based vs. JavaScript
Page Tagging Wet Stats Explained, October 26, 2007) Evidence of this includes
spider and bots that significantly inflate the number of actual visitors. It is
suggested that readers of this report should consult with their IT professionals to
ascertain which method is used to acquire tracking data. The following chart
demonstrates that difference.
Page Tagging Web Stats Comparison: Same Visitor. Different Data
Jan Feb March April May June
LiveStats (Log based) 46,628 44,539 53,300 53,041 50,633 39,008
Google Analytics (JavaScript) 8,254 9,106 10,563 11,284 9,089 9,642
A copy of the SimpleView Whitepaper is included in the Appendix of this report.
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.
For the six months ending on June 30, 2008, the Carlsbad CVB garnered
$782,637 in direct, attributable earned media. FY 07-08 produced $1,027,967 in
earned media - unpaid advertising!
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
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
what the percentage value of that story would be, as it pertained to Carlsbad,
rather than attributing full credit for the value of the entire 3-page story.
It was also during the first six months of 2008 that the bureau helped secure an
impressive story in Fortune Small Business Magazine and CNN.com that
featured Carlsbad, California as the thirty-second most desirable city to live in the
United States. The writer was provided with content and background
information, along with introductions to business and government leaders. The
Chamber later featured the Fortune coverage of Carlsbad in its May 2008 issue
of the Carlsbad Business Journal, "Carlsbad makes 100 best list." The value of
this earned media by the bureau for coverage of this story in both Fortune and
CNN.com is $220,000.
Efforts by the Carlsbad CVB from January 1 - June 30, 2008 resulted in 27
stories being written, ranging from local and regional publications to state,
national and international newspapers and magazines. Total print circulation
was 6,111,868 with a total readership of 16,318,500 individuals.
Please see the Appendix for an in-depth review of the media garnered by the bureau from
January 1 - June 30, 2008.
Orange County Media Call Trip: Groundwork for Future Stories
The bureau's Public Relations Director traveled to Orange County, June 11 & 12,
2008, to meet with print media travel editors at Westways, OC Family Magazine,
Southland Golf Magazine, and OC Metro Magazine in a series of pre-set
appointments designed to pitch Carlsbad for future coverage.
The managing editor for Westways indicated interest in doing a Carlsbad story
for the Nov/Dec 2008 issue that would share with readers the access that visitors
have to attractions and amenities, when walking.
Even though a recent article in OC Family Magazine covered Carlsbad [The
hidden wonders of Carlsbad: It's a destination, not a theme park; April 2008,
copy included in the Appendix of this report], the managing editor expressed
interest in doing more about our coastal destination in an upcoming issue.
Although the associate publisher for Southland Golf Magazine was familiar with
the Crossings at Carlsbad, he knew very little about our newest resort.
Specifically, he is interested in some "Stay & Play" packages, LEGOLAND, and
day spas the entire family.
OC Metro Magazine managing editor was keenly interested in New Village Arts
and the Shakespeare in the Park, together with ArtSplash, Spas and our newest
hotel, the Sheraton.
Follow up is key to cultivating media relations that can, and often do, translate
into valuable earned media for Carlsbad.
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 www.visitcarlsbad.com or call 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.
In the second six months of FY 07-08, the bureau responded to 5,692 BRC
generated leads resulting from various print media ad buys. As the bureau
continues to track results realized through print ad buys, a number of publications
were discontinued, as they did not have the capability to provide a means to
measure overall effectiveness.
2008
Publication Issue
California State Visitors Guide Jan - July
Arthur Frommer's Budget Travel Jan/Feb
Arthur Frommer's Budget Travel Mar/April
National Geographic Traveler April
National Geographic Traveler May/June
Sunset April
Travel 50 & Beyond April
Vacations 2008 Mar/April
BRC
Leads
1,474
1,442
995
620
338
815
289
539
Issue Issue Total
Circulation Readership Impressions Distribution
500,000
128,600
128,600
125,000
125,000
300,000
115,000
200,000
1,250,000
441,098
441,098
1,362,500
1,362,500
1,164,000
220,000
250,000
1,250,000
2,143,750
2,143,750
7,793,500
7,793,500
4,056,000
253,000
500,000
S/R/N
R/N
R/N
R/N
R/N
R
N
N
6,512 1,622,200 6,021,196 25,933,500
N = National, S = Entire State of California, R = Regional
A sampling of the various publications and accompanying ads can be found in the Appendix of
this report under. "Media Ad Buys."
Consumer Travel Shows
This year, the bureau committed to 3-consumer travel shows, even though five
were originally considered. Due to shows that coincided (Las Vegas Travel Fair
and Bay Area Travel Show; Seattle Travel Show and LA Times Travel &
Adventure Show), the three that were ultimately selected provide rich access to
consumers in both primary and secondary markets.
10
Each of these three shows has continued to grow in both show attendance and
exhibitors, year-over-year. Additionally, Carlsbad properties that partnered with
the Carlsbad CVB include the Best Western Beach View & Beach Terrace Inn,
Carlsbad Inn Beach Resort, Inns of America Suites, and West Inn and Suites.
Show sign-ups provided added excitement to attendees who entered to win 2-
night getaway packages selectively offered by partner properties.
Consumer Show Location
Show Consumer Guides
Dates Attendance Leads Distributed
Bay Area Travel Show
LA Times Travel Show
Arizona Travel Show
Santa Clara, CA
Long Beach, CA
Glendale, AZ
Jan12&13
Feb 9 & 10
Feb 23 & 24
8,500
15,000
7,000
517
725
400
1,000
1,600
900
Online Bookings {Lodging Properties)
For more than 3 years, the Carlsbad CVB has contracted with Advanced
Reservation Systems (ARES) to serve as its 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 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 provided ease of
access and booking convenience to prospective visitors interested in Carlsbad
through it's website, www.visitcarlsbad.com.
Date Order Nights Revenue
January
February
March
3rd Quarter
15
20
20
55
49
69
52
170
$6,696
$8,711
$7,424
$22,831
April
May
June
4th Quarter
14
11
20
45
37
28
36
101
$4,497
$3,937
$5,619
$14,053
2nd Half 100 271 $36,884
FY 07-08 Totals 216 507 $72,074
Totals from January 1 - June 30, 2008 reveal that, through a basically passive
method for generating room revenue, 507 room nights yielded $72,074 in room
revenue.
Concierge Day Out
The bureau sponsored a day outing for concierge and guest services staff to
become better acquainted with some of Carlsbad's top attractions. This one-day
event was a first for many, and provided the perfect setting for gaining both
insights and opportunities for hotels and attractions working together. The
Flower Fields, Carlsbad Premium Outlets, LEGOLAND, The Museum of Making
Music and the Cannon Road Strawberry Fields all helped to make this event a
worthwhile experience. No BID monies were used to support this event.
See Hospitality & Tourism Events, Carlsbad Concierge & Guest Services FAM, in the Appendix of
this report, for more details about this event.
National Tourism Week
National Tourism Week was established in 1983 when the U.S. Congress passed
a joint resolution designating the week to be celebrated in May 1984. President
Ronald Reagan signed a Presidential Proclamation urging citizens to observe the
week with "the appropriate ceremonies and activities." (Source: www.tia.org)
The Carlsbad CVB led the only community-wide celebration of National Tourism
Week, with a Proclamation issued on May 13, 2008 by Mayor Lewis and joined
by Council Members Kulchin, Hall, Packard and Nygaard. No BID monies were
used to support this event.
See Hospitality & Tourism Events, National Tourism Week, in the Appendix of this report, for
more details about this event.
Carlsbad CVB Scholarship Award
The County of San Diego awarded $2,000 to the Carlsbad Convention and
Visitors Bureau through a grant program that will allow the bureau to provide
scholarship funding to students who are in pursuit of post-secondary degree
programs in the field of hospitality and tourism management and live in Carlsbad
and San Diego County's 5th District.
The bureau will also provide a $2,000 match from its non-BID operating account
to provide additional funds that will translate into 3 scholarships to be awarded at
the Annual Industry Recognition and Scholarship Awards luncheon to be held at
La Costa Resort and Spa on October 9, 2008. Caroline Beteta, President & CEO
of the California Travel and Tourism Commission, and this year's National Chair
for the Travel Industry Association, will be the featured speaker.
The scholarships will be presented by San Diego County Supervisor, Bill Horn,
together with Carlsbad CVB board chairwoman, Nancy Nayudu. Finalists will be
chosen in mid-August by a review panel of community and industry leaders.
12
The scholarships will be presented by San Diego County Supervisor, Bill Horn,
together with Carlsbad CVB board chairwoman, Nancy Nayudu. Finalists will be
chosen in mid-August by a review panel of community and industry leaders.
Website - www.visitcarlsbad.com
In January, the Carlsbad CVB board of directors approved work to begin in early
2008 to redesign, refresh and bring into current technology the bureau's website,
www.visitcarlsbad.com. Aside from creating an elegant, eye-appealing site, the
new one will bring dynamic rich content, together with increased functionality and
ease of navigation. Since many of the current elements simply require an
upgrade, overall expenses associated with the new site design were minimal
when compared to building a new site without added components.
Financial Accountability
The bureau continues to maintain a separate segregated banking account that
only receives and expends funds that are received through the Carlsbad Tourism
Business Improvement District.
An accounting of all expenditures from CTBID funds for the period January 1 - June 30, 2008 is
found in the Appendix of this report.
Staff of the Carlsbad Convention and Visitors Bureau
As mentioned on page one of this report, the Carlsbad Convention and Visitors
Bureau manages the Visitor Information Center, which is administered by one
full-time staff person and one part-time who oversees activity on Saturday and
Sunday.
Additionally, the small staff of the bureau remains actively engaged with a
number of community-based organizations, both in Carlsbad and North County.
Full and part time staff for the Carlsbad Convention and Visitors Bureau includes:
Kurt Burkhart, Executive Director: Currently serves on the boards of the
Carlsbad Chamber of Commerce & Carlsbad Village Business Association as an
ex-officio member; active board member of the Carlsbad Village Improvement
Partnership; active member with Travel Industry Association, Destination
Marketing Association International, Western Association of Convention and
Visitor Bureaus, California Travel Industry Association. Burkhart has also served
on the Carlsbad Sister Cities Committee for more than five years.
He has completed course requirements, with certification pending, for this
industry's highest professional designation, Certified Destination Marketing
Executive (CDME).
13
Prior experience includes: Director, Flagstaff Convention and Visitors Bureau;
Special Assistant to the Governor of the Northern Mariana Islands (cabinet level
appointment, policy adviser) for Tourism & Trade; Executive Officer, Northern
Mariana Islands Film Office; Deputy Public Information and Protocol Officer to
the Governor, Northern Mariana Islands.
Burkhart has served as the Carlsbad CVB Executive Director for more than
seven and one-half years.
Frankie Laney, Public Relations Director: Currently serves as an active
member on the boards of ArtSplash (2nd Vice Chair); Transit Alliance For A Better
North County (Chair, Communications); The Highway 101 Association
(Treasurer).
She has earned Associate Member standing with the prestigious Society of
American Travel Writers, and continues to work closely with her professional
peers on stories of relevant interest for future publication.
Laney joined the bureau more than nine years ago and assumed her current
position in 1999.
Rosalee Lees, Visitor Information Center Supervisor: Currently serves as an
active member with the Visitor Information Network and coordinates through that
organization collaborative information sharing for visitor inquiries.
Lees has more than seventeen years of visitor service experience with the
bureau, which includes directing all volunteer activity at the Visitor Information
Center and providing tracking data that is used in this report.
Mary Manley, Weekend Assistant: For nine years, Manley has provided
dedicated service to assure that all operational needs continue through the
weekend days of Saturday and Sunday. Her commitment has made it possible
for the Visitor Information Center to remain open 360 days a year.
CVB Board of Directors
-4 roster of Directors who sat as members of the Carlsbad CVB Board of Directors from January 1
- Juno 30, 2008 is in the Appendix of this report.
14
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 County & Global Region
Carlsbad CVB Public Relations
January 1 - June 30, 2008
Published Stories: Earned Media
• The hidden wonders of Carlsbad: It's a destination, not a theme park
OC Family, April 2008
• What's New in Carlsbad for Moms
Los Angeles Family, June 2008
The following appeared in the Carlsbad Business Journal
Bureau promotes Carlsbad to top travel journalists, January 2008
Bureau produces new media kit to publicize Carlsbad, February 2008
Consumer travel show exceeds expectations, March 2008
CVB partners with county to award hospitality scholarships, April 2008
2008 Visitors Guide available, June 2008
Published Ad Buys
Destination Lure Brochure
2008 Carlsbad Visitor Guide
Hospitality & Tourism Events
• . Carlsbad Concierge & Guest Services FAM, April 24, 2008
• National Tourism Week, May 10-14, 2008
How Tourism Dollars are Spent... North County Times, May 14, 2008
• Carlsbad Hospitality & Tourism Scholarship Application
Carlsbad Pay-Per-Click Keywords Used, January 1 -June 30, 2008
SimpleView Whitepaper:
Log Based vs. JavaScript Page Tagging Web Stats - Explained, October 27, 2007
Accounting of Funds, January 1 - June 30, 2008
Carlsbad CVB Board of Directors, January 1 - June 30, 2008
nis is what they said when asked, "How Did You Hear About Carlsbad?"
Jan
AAA Travel Publications
California State Visitor Guide
Friends & Family
i saw CarisDad on the internet
LEGOLAND
The Flower Fields
I Don't Remember
San Diego Vacation Guide
Magazine
Travel Agent
Hotel advertisement
Totals
Feb March April May June Totals
1
1
133
4
1
1
141
0
1
13
478
1
33
1
8
4
539
8
414
1
2
13
1
439
1
1
13
285
11
3
4
318
1
21
204
8
1
7
1
243
2
1
10
191
1
2
1
1
209
3
5
66
1,705
2
2
69
3
22
11
1
1,889
0.16%
0.26%
3.49%
90.3%
0.11%
0.11%
3.65%
0.16%
1.16%
0.58%
0.05%
100.00%
Totals include walk-ins and phone calls.
Visitor Data By State & U.S. Insular Areas, January - June 2008
State Jan Feb March April May June Totals
Alabama
Alaska
Arkansas
Arizona
California
Local
Anaheim
Los Angeles
Palm Springs
Sacramento
San Francisco
San Jose
Colorado
Connecticut
Delaware
Florida
Georgia
Hawaii
Iowa
Idaho
Illinois
Indiana
Kansas
Kentucky
Lousiana
Massachusetts
Maryland
Maine
Michigan
Minnesota
Mississippi
Missouri
Montana
North Carolina
Nebraska
2
44
117
171
51
2
4
2
5
34
5
7
3
8
4
30
3
4
23
19
20
21
11
6
11
6
2
4
58
175
159
3
24
2
4
31
7
2
7
4
2
19
8
35
28
13
2
27
7
2
30
41
2
22
6
3
4
4
4
114
369
224
9
117
4
17
32
6
58
16
4
12
9
5
16
21
67
6
15
2
13
21
2
27
60
7
23
2
10
5
2
3
4
74
386
209
25
98
8
13
45
17
1
16
15
2
4
4
29
15
9
7
6
43
21
17
29
11
1
16
4
5
6
3
124
268
190
2
55
5
8
15
27
7
27
21
1
7
10
14
6
9
8
7
21
8
2
5
17
7
17
17
4
3
2
274
290
237
4
92
17
8
9
20
2
3
20
10
2
10
11
28
5
7
11
10
15
14
2
g
13
7
16
1
17
16
15
688
1,605
1,190
43
437
25
34
63
39
215
54
10
89
59
15
64
58
203
63
53
34
23
142
90
8
108
181
16
91
15
73
20
0.22%
0.21%
0.20%
9.07%
21.17%
15.70%
0.57%
5.76%
0.33%
0.45%
0.83%
0.51%
2.84%
0.71%
0.13%
1.17%
0.78%
0.20%
0.84%
0.76%
2.68%
0.83%
0.70%
0.45%
0.30%
1.87%
1.19%
0.11%
1.42%
2.39%
0.21%
1.20%
0.20%
0.96%
0.26%
Visitor Data By State & U.S. Insular Areas, January - June 2008
State Jan Feb March April May June Totals
New Hampshire
New Jersey
New Mexico
Nevada
New York
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Rhode Island
South Carolina
South Dakota
Tennessee
Texas
Utah
Virginia
Vermont
Washington
Wisconsin
West Virginia
Wyoming
Guam
Washington, D.C.
Mariana Islands
U.S. Virgin Islands
American Samoa
Puerto Rico
Totals
9
6
8
15
27
23
11
21
3
5
2
4
9
9
16
3
30
29
1
2
2
2
850
1
9
4
22
36
6
20
4
13
13
6
2
2
3
7
11
11
45
4
29
981
2
14
20
27
25
4
23
9
21
27
2
2
5
72
30
27
6
53
40
1
7
2
1,720
2
19
2
31
35
13
22
14
5
9
36
20
22
2
55
19
4
5
1,449
6
8
7
31
18
13
5
15
11
2
9
5
2
27
15
10
1
17
13
5
4
1,143
3
3
13
29
30
11
10
12
25
6
1
6
38
31
18
2
34
6
1
4
1,439
23
59
54
155
171
10
103
28
94
111
24
26
11
20
189
116
104
14
234
111
41
22
0
4
0
0
0
2
7,582
0.30%
0.78%
0.71%
2.04%
2.26%
0.13%
1.36%
0.37%
1.24%
1.46%
0.32%
0.34%
0.15%
0.26%
2.49%
1.53%
1.37%
0.18%
3.09%
1.46%
0.54%
0.29%
0.00%
0.05%
0.00%
0.00%
0.00%
, 0.03%
100.00%
Including the local areas of Carlsbad, Oceanside, Vista, San Marcos, Escondido & Encinitas,
six California metro areas were provided as options for visitors who desired to sign the guest
book. Those who were not from one of these 7 primary geographic areas were listed as,
California. Therefore, a Carlsbad resident would not be counted twice (local & California).
VISITOR DATA BY COUNTRY, January - June 2008
Country | Jan Feb March | April May June Totals %
Europe (30.7%)
Albania
Austria
Belgium
Bulgaria
Cyprus
England
France
Germany
Greece
Hungary
Ireland
Italy
Lxembourg
Netherlands
Poland
Russian Federation
Scotland
Slovakia
Slovenia
Spain
Switzerland
Totals
18
6
18
1
2
1
2
48
23
5
17
1
5
2
53
11
3
17
3
35
4
4
4
3
2
86
29
2
45
4
6
4
2
7
99
8
21
3
43
4
14
4
1
9
107
1
27
14
50
5
3
12
4
3
2
4
125
0
20
3
0
0
135
33
208
0
0
9
17
0
39
0
4
0
12
4
8
26
518
0.00%
3.86%
0.58%
0.00%
0.00%
26.06%
6.37%
40.15%
0.00%
0.00%
1.74%
3.28%
0.00%
7.53%
0.00%
0.77%
0.00%
2.32%
0.77%
1.54%
5.02%
VISITOR DATA BY COUNTRY, January - June 2008
Country Jan Feb I March | April | May | June | Totals
Canada (48.4%, ranked 1st for countries, provinces listed below)
Alberta
British Columbia
Manitoba
New Brunswick
Newfoundland
Nova Scotia
Northwest Territories
Ontario
Prince Edward Island
Quebec
Sasketchewan
Yukon
Totals
Oceania (4.6%)
Australia
New Zealand
Tahiti
Totals
42
54
7
30
15
148
69
34
13
4
38
7
15
180
103
60
4
3
2
5
58
15
8
258
50
19
5
2
4
2
14
10
12
118
17
12
2
13
4
48
24
12
17
7
4
64
305
191
29
5
2
13
4
170
0
58
39
0
816
37.38%
23.41%
3.55%
0.61%
0.25%
1.59%
0.49%
20.83%
0.00%
7.11%
4.78%
0.00%
20
20
12
12
20
4
24
7
4
11
7
4
11
66
12
0
78
84.62%
15.38%
0.00%
VISITOR DATA BY COUNTRY, January - June 2008
Country Jan Fob March I April May June Totals
Asia (5.5%)
China
India
Japan
Korea
Malaysia
Philippines
Singapore
Taiwan
Thailand
Turkey
Totals
Central America (4.0%)
Belize
Costa Rica
Mexico
Panama
Totals
Scandinavia (2.6%)
Denmark
Finland
Iceland
Norway
Sweden
Totals
6
6
1
2
2
5
1
6
6
4
3
20
2
2
5
4
3
4
1
21
8
3
2
13
2
7
10
4
6
29
5
0
30
21
0
4
10
9
12
3
94
5.32%
0.00%
31.91%
22.34%
0.00%
4.26%
10.64%
9.57%
12.77%
3.19%
y
13
13
6
8
14
24
24
3
3
9
9
4
2
6
0
4
57
8
69
0.00%
5.80%
82.61%
11.59%
2
6
8
5
7
12
1
6
7
2
2
2
8
5
15
6
2
0
10
26
44
13.64%
4.55%
0.00%
22.73%
59.09%
VISITOR DATA BY COUNTRY, January - June 2008
Country
South America (2.3%
Argentina
Brazil
Chile
Colombia
Ecuador
Peru
Venezuela
Totals
Middle East (.5%)
Israel
Lebanon
Yemen
Totals
Africa (.^ _
Egypt
South Africa
Totals
Other (.2%)
Bermuda
Totals
Grand Totals
Jan Feb March April May June Totals %
•)
6
6
2
4
1
7
3
2
5
4
9
4
17
2
3
5
8
22
3
1
4
0
2
40
20.00%
55.00%
7.50%
2.50%
10.00%
0.00%
5.00%
2
2
3
3
....,,, i JT ,Ic_ „»»_ ,*?V> r£»J,isu,. :_.ji, .rff.isi&J nii-aSn
1
1
1
1
4
4
5
5
^^^•EHttnlwMi
1
5
6
10
0
0
10
100.00%
0.00%
0.00%
,...».! I-acIfr -^J&L,. .—..»_
2
10
12
16.67%
83.33%
-" ,*,• x
2
2
2
2
4
4
100.00%
242 282 405 276 212 268 ri,685
Carlsbad CVB Public Relations
January 1 - June 30, 2008
Type of Publicity
(published articles)
Articles
Local Newspapers
• North County Times 2/6, 6/22
• CoasfA/ews2/15
Local/Regional/State
Magazines
• Chamber Business Journal (6)
Local Broadcast:
Circulation
264,912
54,000
Readership
529,824
162,000
Value of Unpaid,
Earned Media
Coverage
$8,91)2 ~
$4,470
Total, Local/State
State, National & International
Newspapers
• Korea Times 4/04
• San Francisco Chronicle 4/20
• LA Times 5/23
• OC Register 6/08
Nat'l & Int'l Magazines
• Small Market Meetings January '08
• Where To Retire April '08
• Fortune Small Business March/April '08
• Escape Magazine Summer '08
• Los Angeles Magazine June '08
National/International Broadcast
• Grandparents.com
• CNNMoney.com (2 months)
• Travelingmamas.com
• Ericandersonsworld.com (2 months)
• Suite 101.com
• Boots'nall.com
• lnterestingarticles.net
Total, National & International Media:
Total, All Media:
318,912 691,824
3,382,765 8,396,103
2,410,191 7,230,573
$13,372
$336,940
$364,525
$67,800
18
27
5,792,956
6,111,868
15,626,676
16,318,500
$466,015
$479,387
Journalist/Media Assists - 29
Kara Williams, Freelance
Tim Wassberg, Freelance
Mary Bergen, Where To Retire Magazine
Katie Davis, Vacation Publications
Ingrid Tharasook, FORTUNE Small Business & CNN.com
Bobbie Zane, Footer's
Kara Williams, Freelance
Rachel Rome, Freelance
Jacqueline Bovaird, FORTUNE Small Business
Bobbi Zane, Footer's - FAM
Jill Weinlein, Family Magazine Group
Nancy Allen-Anderson, Travel Editor, Physician's Digest
Eric Anderson, Travel Editor, Physician's Digest
Aeon Chung, travel writer, The Korean Times
Meredith Barzen, staff writer, Sun Country Escape Magazine
Tim Wassberg, Valley Scene Magazine (Silicone Valley)
Francoise Rhodes, Newstalk Radio920 KPSI - Palm Springs
Maribeth Mellen, Freelance
Gary Warner, Travel Editor OC Register
Cynthia Jassens, Freelance-SATW, GTWA, Golf Travel
Vicki Talbot, Brentwood Media Group
Gary Warner, OC Register, Travel Editor
Jessica Stites, MS Magazine
Rob Lyon, Southland Golf Magazine, Editor
Beth Fhaner, Westways Magazine features Editor
Susan Bellknap, OC Metro, Senior Editor
Lynn Armitage, OC Family Magazine, Managing Editor
Eric Noland, Los Angeles Daily News/LA Newspaper Group,
Travel Editor
Lawrence Davis, Splash Magazine Publisher/Editor
ARE BOYS
OR GfRLS
TURNO
THE TV!
8!
i
media&leisure [trave
The hidden wonders
of Carlsbad
Its a destination, not a theme park
E ver been to Carlsbad? No, I don't Lots to see and do in Carlsbad:
mean LKGOLAND. I mean have you » LEGOLANO: If you haven't taken your
ever taken lime to explore the city little ones to this one-of-a-kind amusement
itself, which is famous lor LKCrOLAND3 park yet, you really ought lo while ihey'restill
Carlsbad is a quiet seaside community about young. Created by a Danish toy manufac-
40 minutes north of San Diego. It's easy to turcr, LECJOLAND features kid-friendly
pass by on the freeway. Many |>cop!e do on rides, including a few roller coasters that even
their way to the big city. But it you're look- parents will get a thrill from, lively shows (we
ing for a low-key, relaxing place to go with saw a fantastic ventriloquist!) and plenty of
your family lor the weekend - out of town, Ll'XiO display* lo marvel at. The miniature
bin not too far out of town - then put on (he replica of major U.S. landmarks created1 from
brakes at the Carlsbad exit. more than 20 million Ixgo bricks is a nuist-
Kight now, in spring, it'* the ideal time to see. LF.GOl-AND caters best to the younger
take that short drive to Carlsbad, with average set - children ages l-H-lmtmy 14-year-old
temperature* in the upjx'r 60s and the world- enjoyed herself, too, especially at the driving
famous (-'lower Fields in full bloom. There's so school, where she got lo drive an electric
much more lo do than you can squeeze into a car (at low speeds) through a LKGO pretend
weekend, but my daughters and 1 can tell you town. The Carlsbad location is the only one in
first-hand that if you and your family explore the U.S. You can find other LI'XtOI.AND
even a few of the s|x>ts highlighted in this parks in Denmark, Germany and the United
story, it will lx; well worth the trip. Kingdom. A 1-day ticket cosls $S') for adults
As far as where to stay, you have ample (ages L<-5')) and $47 for children (ages ,<-!2).
choices. I HIGHLY recommend the West l;or more details, log onto I.cgo.com.
Inn « Suites, a boutique hotel right oil the S
freeway that took me by surprise. To lx' lion » Museum of Makincj Music (MMM): Do
est, I was expecting a Rodeway Inn t\'|X' you have any up and-coining musicians in
hotel, where we tould park ,uid sleep. Little the family? They're sure to be in music
did I reali/e how luxurious ii would be: heaven here, where you can wander in and
large, .spacious rooms with a separate living out of 5 separate rtxiins in this museum, each
room and extra flat-screen TV. king-size pit- tracing the growth of American music liom
low-top beds and. best of all, a I'KKK buffet the ISOus to today. The best part about the
breakfast every morning with all the trim- MMM is that it's interactive you can push
mings, which will save an average family of buttons to bear songs or a few notes from a
4 about $100 in food. I'm guessing. They also favorite instrument. More than 4SO vintage
offer 2 on-site restaurants - a nice steak instruments are on display. My oldest daugh-
house if you're feeling fancy one night and ter couldn't resist playing "('anon in D
Bistro West, for more casual dining. Minor" on a while baby grand piano. She
West Inn S< Suites is also cent rally located drew quite an audience, and I was happy to
to all the hoi sjxits within walking distance see all those years of music lessons paying off.
to ihe beaches, right down the street I mm We spent several hours here, and, surpris-
I.1G( HANI' and a half-hour's drive from ingly, my musically gilled daughters said
th'-San I )irgo X(i<> and Wild Animal Park. they had more fun here than at LWif )l.AND,
We'll definitely Ix- luck. Continued un p.ifje 60
58 O'J rAMII '< • APRIL 2003
BY LYNN ARMITAGE
mediae? leisure Continued from p.:iqe r>8
i especially in the last room where they can play
I drums, guitar, violin and other instruments I
i couldn t identity. 1 was perfectly in tune with
; the gift shop, where 1 picked up several unique
souvenirs that I've never seen anywhere else tor
my blues-lovin' brother-in-law. General admis-
j sion is $S; students (ages 4-IH) pay $5: aiul chil-
dren under i get in tree. For directions, call
! 7W).'BX.S'W<> or miiscurrmlivtakinginiisie.org.
» Kl Speed; It's an indoor electric-kart racing
track. It you have sons, it's a great plate for them
to hum off all that boy energy. To he honest, I
wasn't looking forward to driving dangerously,
with cars on every side of me, trying to outpace
the guy Ix'hind me. Seemed too innch like my
daily commute on the 40S. Hut my H laps
around this curvy track were exhilarating, even
if I did come in dead last. A I2-lap race costs
$IS. For another $5, you get lunch and a drink.
For more details, visit Klspeed.com/cb.
» 0..!iW;.!ri f-lovvr Hcli!? livery spring, from
March to May, nearly SO acres of hillsides in
Carlsbad come alive with rainlxjws of colorful
ranunculus millions of them! It's really quite a
sight '.ii see fiom the Ircewiiy and es|X'cially up
clo.se. where you can \valk through row after row
of (riant Tecolotc Ranunculus on this working
(lower (arm. The vibrant colors create a IxMuiiful
backdrop tor family photos. Your children will
also have fun winding through the Swecl Pea
flower ma/.e, ami die Arts' & (.'rails Faire is open
lot business - weekends in April. I recommend
you pack a picnic lunch and spend a lew hours
here surrounded by the kaleidoscopic beauty of
Mother Nature. h\ the perfect place to teach
60 "C FAMILV • APRIL 2008
your very young ones about colors. Admission: $')
tor adults, SH for seniors, £*> for kids (ages 3-10).
and children 1 and under are free. For directions,
log on to visit.thetloweriields.com.
» Quail Botanical Gardens. If your family
loves and appreciates the outdoors, put this des-
tination im your day-trip list. You'll discover
more than -(,000 plants from 15 bio-geographi-
cal regions, including rare bamboo groves,
desert gardens, tropical rain forests, California
native plants and the Undersea Succulent
Clarden. Let your young ones explore "Seeds of
Wonder," a special garden just tor kids.
Admission: Free lor members; $10 for non-
members; seniors, students and active military,
$7; children under 12, S1?. For directions, call
/(>().-1 5<>..id.ifi or visit <|hgardcns.org.
» Carlsbad beaches: I've heard thai Carlsbad
beaches are the "iKst-kept secret" in San Diego,
and now I know why. They're stunning and
clean, and not as crowded as beaches in Orange
County. The Carlsbad coastline stretches (or
alxiut 6 miles and is home to 1 beaches —
Carlsbad Stale Beach and South Carlsbad State
Beach, which offers beachside camping.
Families can enjoy all the typical beach offerings
- swimming, sunning, surfing, fishing, diving,
jogging and picnicking (on the beach and the
bluff). Or take a leisurely stroll on the nearly I-
mile-long seawall. Pack some chairs, a beach
bag and sunscreen, and make a family day out of
it. For directions, Cicxigle "Carlsbad beaches."
I'jlitar Lynn At milage ami her,.' ilaiij>htcrs mill
iii-vi:r •igiiin ill ire />)• ('arlihiitl ii'ithinil .'tapping.
[A groat place for families to stay.]
> West Inn & Suites
4970 Avenida Encinas
Carlsbad
866.431.9378
westinnandsuites.com
> Room prices from $159
Amenities for families include:
> FREE, full buffet breakfast!
> 30" hi-definition plasma TVs
> FREE hi-speed wireless and Internet
access .
> King-size pillow-top beds for every
room
> Microwave and refrigerator
:• Dog- and cat-friendly rooms
> 2 on-site restaurants (casual and fine
dining)
':- FREE shuttle service
• Heated outdoor pool and Jacuzzi
Fitness center
> Easy walking distance to beaches
> Right down the street from IEGOLAND
:• 30 minutes from the San Diego Zoo
and Wild Animal Park
ocfamily.com
Family Fun ForY t1 ^.
• Free Summer
Concerts Near You!
• Free Movie Nights
• Free Festivals
• Free Idol Appearances
at Lake Arrowhead!
• And much more in our
Calendar!
Thp Pprfprr* -f .? -*# r «M» * • «M»- ™» -•
r- ^^ ^ f,
1 <"" I \ / f I • r1 r*IJr V H jj I-V ,_^x y ^_^/ j j ,--t
at*
Parenting a Special
Needs Child
Free Family
Emergency
Checklist
5 Steps to
an Injury
Free Summer
There's a new kid on the block in Carls-
bad: the Sheraton Carlsbad Resort and
Spa, located directly above Legoland.
Guests can use the private entrance (opening
in July) to enter the theme park or ride the
hotel's courtesy shuttle, to save the park's
$10 per day parking fee.
Opened in February 2008, this new Medi-
terranean-style resort offers family-friendly
guest rooms with ocean, mountain and pool
views. We recently stayed in an ocean-view
room on the second floor that offered two
queen-size Sheraton signature Sweet Sleeper
beds and a plasma TV - Very comfy.
Attached to the resort is the upscale, yet
casual, Twenty/20 Grill and Wine Bar that
offers breakfast, lunch and dinner. In the
evenings, fhf outdoor dining patio features
a fire-pit and is a popular spot for f ami I Us to
relax and enjoy the ocean briHV.es. And, the
ivsort's extra large honied swimming poo!
and spa is an ideal place to unwind after a
fun-filled day at Legoland.
The resort's Ocean Pearl Spa offers a
special Mother/Daughter Sweet Feet pack-
age. While; mom relaxes with an organic
essential facial, warm basalt-stone massage
or manicure and pedicure, her daughter
can experience a kid-friendly, chocolate foot
soak, white chocolate sugar and cream foot
scrub, and white chocolate butter cream foot
massage, while Dipping on a delicious choco-
late, ice-cream shake..
For this Mother's Day, the Sheraton
(*arl:;bad Resort and Spa has invited 50
special moms and their kids from nearby
Cami'i I'endlcton as guests of the. resort for a
Spanish Buffet Brunch. These families, whose
dads are serving in Iraq, will receive a video
(DVD) of their experience to email to their
fathers.
Legoland
Fifteen new attractions were added to
Legoland in the last three years. The Land
of Adventure transports guests back into
Egypt. The new Lost Kingdom Adventure
ride encourages guests to recover stolen
treasure by blasting targets with laser guns.
Our scores were recorded and provided a fun
family competition. Our youngest enjoyed
piloting a colorful plane up to six feet in the
air on the Cargo Ace ride, and soaring up to
15 feet on the Beetle Bounce ride. Kids under
twelve enjoy Pharaoh's Revenge as they fire
thousands of foam balls at targets and each
other.
This summer, Legoland will reveal their
new 20 million dollar Sea Life aquarium. If s
the 29th to open worldwide, and first in the
United States. Much more than a traditional
aquarium, it begins in the fresh waters of the
Sierra Nevada mountains, continues to San
Francisco Bay and out to the Pacific Ocean
with play /ones, fun tacts, and interactive
quiz (rails.
Miniland U.S.A. now features whimsical
and animated models of semes found in Las
Vegas. Miniland U.S.A. is an aina/.ing repro-
duction of seven areas in tin? United States,
all constructed with over 211 million LEGO
bricks in I.-20 scale.
On warm days, the new pirate-therne.d
water park, Pirate Shore, is ihe most poj<-i!ar
area in tile park, The Splash Battle ride is .-.
four-person boat with water canons at eac
seat for guests to spray other riders and
spectators.
Flower Fields
For only two months a year, from Marc,
to May, the hills of Carlsbad below Lego-
land and the Grand Pacific Resort become
a breathtaking rainbow of vibrant handed
colors of millions of giant Ranunculus, It'
a visual treat for every family member. W<
took an antique tractor ride and learned
of the history of this 50-acre flower field.
Later, we walked through the All -Americ.
Rose garden, Sweet Pea maxe and played
Santa's Village playground,
Outlet Mali
Next-door, we discovered numerous ba
gains at the Carlsbad Premium Outlet Ma
with 90 outlet stores offering brand name
savings of up to 65% every day. With II il
ing options from Starbucks Coffee, Ruby'-
Diner, and Maagen Da/s ice cream, we eai
found a tasty treat to enjoy on the ride bar
home to Los Angeles.
For additional information call or go th
following websites:
• Sheraton Carlsbad Resort and Spa: :>lKd
Grand Pacific Drive, Carlsbad. Call (761
827-2400 or go online to: sher.iton.com/
CarHbad. [
• Lfgolaiul. (760) 918-LEGO or go online:!
www.LF.GOLA.MD.com i
• Flower Reids: for more information, c.ij
• Carlsbad Premium Outlet Mall: 5020 l\l
del North, Carlsbad, (7ort) 804-"000. •
JANUARY 2008
CARLSBAD BUSINESS JOURNAL <WWW.CARLSBAD.OHG
Bureau promotes Carlsbad
to top travel journalists
BYFRANKIELANEY
Public Relations Director,
Carlsbad Convention & Visitors Bureau
What's better than a box of choc-
olates? To a public relations
person, it is a convention hall
packed full of travel writers
and journalists all eager to hear about your
destination and willing to write favorably
about your city.
Those not directly involved in the busi-
ness of tourism, may not fully understand
the role the Convention & Visitors Bureau,
or CVB, plays in bringing travel writers
and journalists to Carlsbad. It has been
said before, but bears repeating: Tourism is
the nation's third largest retail sales sector
and one of America's largest employers.
Since travel is normally associated with
the pleasure of taking a vacation, those not
directly connected with the tourism mar-
ketplace may not think of it as a serious
business. However, travel and tourism is
the largest industry and generator of jobs
worldwide.
With this said, a "box of chocolates" was
presented to me recently at Travel Media
Showcase in Palm Springs. More than 100
qualified and invited journalists gathered
together with 77 exhibitors for three in-
tense days of scheduled journalist/exhibi-
tor appointment sessions.
We also had regional press tours, plus
numerous other networking opportuni-
ties with the media and our peers. This
was truly a unique opportunity for top
travel journalists and travel industry pro-
fessionals to meet one-on-one at a single
location to exchange information and de-
velop personal contacts.
The travel industry representation in-
cluded public relations and communica-
tions directors of CVBs, domestic and
international destination tourism offices,
major hotel chains, airlines, cruise lines,
entertainment attractions and gaming
venues. The Travel Media Showcase is ba-
sically a one-stop, cost-effective opportu-
nity for travel industry exhibitors to par-
ticipate in one-on-one appointments, as
well as meet and greet opportunities, with
editors, staff, freelance, magazine, newspa-
per, broadcast and Internet travel journal-
ists in a professional business setting.
AAA Magazine, Better Homes and
Gardens, California Golf Lifestyle, Cop-
ley News, Dallas Morning News, Fam-
ily Circle, Fodor's, Frommer's, the Los
Angeles Times, MSNBC.com, National
Geographic Traveler, the New York Post
and the San Francisco Chronicle are just
a few of the 247 media outlets that were
represented.
I personally met with 33 journalists by
appointment and participated in another
25 casual meetings by handing out our
new media kit that includes an overview
of Carlsbad and a disc with press releases
and photos. Needless to say, my next few
weeks will be devoted to following up with
specially requested information, contact-
ing those who requested media visits and
making sure that each journalist receives
new Carlsbad information as it becomes
available.
Hoteliers, attractions or businesses inter-
ested in participating in or learning more
about the bureaus Travel Writer Program
can call Frankie I.aneyat (760) 434-6093 or
e-mail her at FrankieL@visitcarLsbad.com.
FEBRUARY 2008
CARLSBAD BUSINESS JOURNAL • WWW.CARLSBAD.ORG
The Carlsbad Convention & Visitors Bureau's new media kit was a hit with journalists who at-
tended the Travel Media Showcase in November.
Bureau produces new media
kit to publicize Carlsbad
BYFRANKIELANEY
Public Relations Director,
Carlsbad Convention & Visitors Bureau
Have you ever been truly enthusiastic
about a new tool for your business? I can
count on one hand the times in my career
that I have been as excited about a new
product as I am about the Carlsbad Con-
vention & Visitors Bureau's sleek new me-
dia kit.
After much research and countless con-
versations with travel writers and editors,
the new kit has been totally redesigned to
better suit the needs of the travel media.
The new compact design is a sturdy five
and a half inches by seven inches of bril-
liantly colored photographs and edito-
rial that is designed to grab the eye of the
travel media. All of the photographs depict
Carlsbad at its best; the sea bluffs covered
in springtime flowers, surfers, spas, the
Village, golf, families at play and, of course,
The Flower Fields and LEGOLAND.
Another component of the package is a
CD that contains high-resolution photo-
graphs and press releases. The advantage
of this element is that it can be designed to
target specific markets or media outlets the
bureau may be focusing on.
"I am pleased with how well this new
project came together," said Kurt Burkhart,
the bureau's executive director. ''Our new
media kit is a vital component to the bu-
reau's PR work plan."
In recent years, large folder-style media
kits have been bypassed by journalists who
don't want to lug around a large package
of collateral that could easily be obtained
online or mailed at their request. We lis-
tened to their needs and with the creative
expertise of our design group, we produced
our all-inclusive media package. This new
product initiative provides the bureau
with a unique tool for getting through the
editor's "brick wall" and to get our story in
print, broadcast or online.
"The media is an incredibly competitive
lot and so it is creativity, together with a
heavy dose of persistence, which pays off in
generating earned media," Burkhart said.
"We believe our new media kit will help in
our effort to get those doors opened."
I had a chance to test the waters in No-
vember with our new package while at-
tending Travel Media Showcase, an annual
media event that is attended by travel writ-
ers and editors from all over the United
States and Canada. Time alter time, each
journalist stated they did not want a media
kit because they take up too much space.
However, during the prescheduled ap-
pointments I had with journalists, each de-
cided that they really did love it, especially
because of its compact size.
Writer .Ann Terry Hill commented, 'You
guys have really hit a home run with this.
.Ail of the other writers are talking about
it."
From what I witnessed amongst tile oth-
er exhibitors, I was the only one who ap-
parently had no kits to bring back after the
event. Mission accomplished!
The bureau produced 1.000 of these lots
with many of them to be mailed to specirk.
travel editors and journalists. Ot course
the goal is to have follow-up conversations
visits by journalists and, ultimately, a po>i
tive .story written about Carlsbad, the best
Southern California seaside dry to visit.
CARLSBAD BUSINESS JOURNAL • WWW.CARLSBAO.ORG MARCH 2008
Consumer travel show exceeds expectations
BYKURTBURKHART
Execuwe Director, Carisoad Convention & Visitors Bureau
You know the winter season is nearing
an end \vhen the Long Beach Convention
Center opens its doors to the Los Angeles
Tinus Travel & Adventure Show, which
is when the largest consumer travel show
in the western states comes to Southern
California.
Two years ago, the Los Atigeles Times se-
lected a new partner to promote and man-
age die event, and the success of that part-
nership is clearly evident as gate admissions
and exhibitors have increased. Since its in-
ception more than 15 years ago, the show
has gone through spurts of growth, and it
was clear that this was the best year ever.
With more than 400 exhibitors occupying
560 booth spaces, the Carlsbad Convention
& Visitors Bureau was only yards from the
main entrance, far ahead of destination ex-
hibitors pitching travel to Asia, Europe and
Canada. Over the two-day event, there was
16 hours of public interaction with more
than 1,100 visitor guides distributed and
517 consumer leads generated.
It is estimated that more than 16,000
consumers walked through the doors and
down the many aisles to start the process
of dreaming, planning and executing their
future travel plans. The show has now out-
grown what Long Beach can offer and next
year it will take place at the Los Angeles
Convention Center. With show promot-
ers anticipating a 40 percent increase in
exhibitors, it's no surprise why the bureau
renewed for 2009.
Expectations were high for a great show-
ing in Long Beach and we left without
any disappointment Partnering with the
bureau at this show was the Carlsbad Inn
Beach Resort.
We appreciate the support they've pro-
vided over the years, together with the
show giveaways extended by the West Inn
& Suites and the Pelican Cove Inn. Thanks
everyone for a great show!
The Carlsbad Convention & Visitors Bureau
distributed more than 1,100 visitor guides
and generated 517 consumer leads at the
Los Angeles Times Travel & Adventure Show.
nrniu iuuo
CARLSBAD BUSINESS JOURNAL•iVeW
!.*
HAPPENINGS
BYKURTBURKHART
Executive Director, Carlsbad Convention and Visitors Bureau
CVB partners with county to
award hospitality scholarships
Along with the price of gas, a loaf of
bread and the skyrocketing price for
health care, there is another thing to
add to the long and growing list of items
that many Americans will be faced with
having to pony up more to pay for - the
cost of education.
Unfortunately, unless you're one of
those middle-income families with a
student already enrolled in a few of the
nations priciest Ivy League institutions
that has announced free tuition, there
is not much relief ahead on the post-
secondary education front. However,
the Carlsbad Convention & Visitors
Bureau, thanks to the support of Su-
pervisor Bill Horn, hopes to soon pro-
vide some fiscal relief to some hopeful
scholarship recipients.
Hospitality is a huge industry that
provides employment for tens of thou-
sands in San Diego County, from hotels
and resorts to Sea World and the /.oo, as
well as dining in the Gaslamp Quarter.
'Ihirty miles up the coast in Carlsbad,
where the coveted transient occupancy-
tax is only second to our big city to the
south, we enjoy a healthy hospitality
industry lhal continues to provide one
of the three legs of our local economy.
Throughout 2007, economic indicators
in our region identified hospitality as
the leading industry cluster that, in a
time when people are losing jobs, was
actually providing jobs to willing and
able individuals.
Great careers are available in hospital-
ity and tourism management. One road
traveled in that pursuit runs through
campuses throughout our country that
oiler bachelors degrees, such as those
offered at some of the more recogniz-
able institutions like UNl.V's William
H. Harrah College of Hotel Adminis-
tration, Cornell University's School of
Hotel Administration and The School
of Hotel and Restaurant Management
at Northern Arizona University.
Four-year academic training also
can be achieved locally through San
Diego State University's Hospitality
and Tourism Management program,
as well as a two-year associate pro-
gram offered at MiraCosta College.
But none of this comes cheap, which
is why the bureau has partnered
with the county to provide some tu-
ition assistance.
We believe the best way to support
an industry that has given us so much
is to give back in ways that will support
this industry's future leaders, who will
drive hospitality and tourism to higher
levels in the years to come. The county's
recent award of $2,000 to the bureau for
scholarship funding, together with an
additional $2,000 provided by the bu-
reau, will help structure a meaningful
scholarship program for students who
reside in Carlsbad or the county's 5th
District, and who either attend or have
been accepted to one of the many post-
secondary schools for industry-related
training.
Soon, the bureau will announce these
scholarships and make a major push to
find interest in our local high schools
and with those already attending SDSU
and MiraCosta College. Work already
is getting underway for an October
event in Carlsbad thai will recognize
those selected for scholarships, as well
as others who are already working in
the hospitality, tourism and visitor ser-
vices industries. Slav Mined; there will
be more to lollow.
JUNE 2008
CARLSBAD BUSINESS JOURNAL • WWW.CARLSBAD.ORG
HAPPENINGS
BYFRANKIELANEY
Public Relations Director, Carlsbad Convention and Victors Bureau
2008 Visitors Guide available
Right on time for summer travel
planning, the Carlsbad Convention
and Visitors Bureau is ready for the on-
set of visitors to this attractive seaside
destination now that it's annual Visitors
Guide has been published.
The free guide is packed with essen-
tial information about Carlsbad. The
vibrant publication is an excellent refer-
ence for vacation planning, day trips or
local residents preparing for the arrival
of summer houseguests.
The 40-page, magazine-style guide is
filled with helpful information such as
lodging accommodations, restaurants,
shopping, local attractions, outdoor
fun, special events and, of course, di-
rections on how to get to the beach.
Stunning photography and directional
maps provide the perfect complement
to this year's guide.
"It's all there to help visitors make the
most of their stay, whether the trip is
to tour the many local Carlsbad attrac-
tions, visit with family or enjoy a relax-
ing day on a quiet, sandy beach," said
Nancy Nayudu, owner of the Pelican
Cove Inn Bed & Breakfast and chair-
woman of the bureau.
Information is included on travel to
Carlsbad by air, rail or car. The guide
also provides local transportation op-
tions and information for travelers
wanting to visit Mexico.
Besides the now famous "Three Cute
Kids" cover, the guide also features
award winning photographs by Carls-
bad high school students Todd Cullum
and Arielle Vey. Their photographs are
on display in Carlsbad's sister city in the
Czech Republic, Karolvy Vary.
The bureau teamed up with Los An-
geles-based Striker Media Group for
the fourth consecutive year to produce
the exceptional publication. Striker, a
seasoned design and publishing firm
offering the travel industry creative ad-
vertising services, specializes in high-
end destination publications.
"Striker's staff brings a '.vide range
of expertise in every area affecting the
eificacv of a publishing program and
th.e bureau has found their staff to be
sensitive in Carlsbad's culture while de-
igning, building and selling -id --pice
tor our guide," said Kurt Burkhar' '. ;v
bureau's executive director.
Last year, the bureau increased the
number of guides it prints from 50,000
to 75,000. This year, the number printed
once again increased to 80,000 copies
"Our goal, as a publishing company,
is to portray a destination accurately
and honestly. The community's interest
in advertising in the Carlsbad guide has
grown, as evidenced by a 60 percent in-
crease in the number of books ordered,"
said Lyndell Gooch, president and pub-
lisher of Striker Media. "Our relation-
ship with the Carlsbad Convention and
Visitors Bureau is very good and we
look forward to continued success."
The bureau understands that In-
ternet savvy consumers want travel
planning information immediately at
their fingertips.
To meet consumer needs and help
conserve our natural resources, the bu-
reau is promoting this year's guide in its
digital format online at www.visitcarls-
bad.com as an excellent alternative to
ordering the print version. Visitors to
the Web site also can instantly connect
to advertisers through their online ads.
The guide is the primary marketing
piece that represents Carlsbad. It will be
mailed to all who request it and will be
distributed at local hotels, major travel
•ihows attended by the bureau, official
California welcome centers and the
Carlsbad Visitors Information Center
located at 400 Carlsbad Village Drive,
in the historic Santa F-. Train Depot.COPY
Carlsbad Convention S Visitors Bureau I 400 Cirlsbad Village Dr. I Cirlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093
GET THE .SACKY/VR&
OF YOURDREAMS
'I want to
live theie!
houses
San Diego's North Coast with easy access
to Orang* County, LA. and Palm Springs.
With ? milrt of unspoiled K.-achcs, tiniiiuc !thnpr'nfr PG
chaiiipiuiisliip suit, LECOLAND, suifms, iaijown ic.i>akm
hiking traiU, cujstaj hotels, spa pampering, gc-rgcous uo.ist
sunsets, Qj-ist Highway 101 .ind milkshaki-s, why iviMild y,
w.mt to iw iuiywhctt
To requett a Visitor* Guide, call or visit ui on th« w*b
ETTABLE EXP''ERIENCES
TOURS
M. •' ^^^^j^fli'ifUW^JTSF fl ftJa F °i# !
S*n Oivgo'i North Cowt with «*iy an:***
Carlsbad Convention & Visitors Bureau I 400 CaiXbad Village Dr. I Carlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093
Carlsbad Convention & Visitors Bureau
Destination jfure (Qrochur
Diego County •s North Coast
Carlsbad
-% California *
In FY 07-08, 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
Angeles) and metro areas of Palm Springs, Long Beach,
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. This latest run represents 750,000 brochures
printed and distributed over a 3 year period.
s ' l)>, ,:,„
'••£'.™ £v•""*' ^T/*" '""" ''"
* °^'*, 7 *'"••' «»cl»7l ' " • n1 ~<" • o 5., n a h "^ra han a ^ ten ' " "9 ^ " ' w
'',".; w ^ 'V4.'ct'" " \
«, „*"** "o-,!,, ° 3" ' »••*.>c "•j»~ok. ' " */>J
*"'•«" ». „ ' tGO">«>j»,i .. »5«<confTOI hp(r^wwn' h*m" Mfk hat ^w "* J(BP H
f>*
'ISX^
Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. I Carlsbad, CA 92008 I SOO-CARi.S8AD I 760-434-G093
Carlsbad Convention & Visitors Bureau
Quide
May 2008 - May 2009
80,000 copies printed
Coiwantion 4 Visitors Bureau I '!UO Ciri..iMd Vi'l.ige Or. I Carhbiid, CA 9^008 I ^GO-CARLSBAD I 7f,0-434-£093
Carlsbad Convention & Visitors Bureau
Hospitality & "TourismJ r
?y ^> j.
Carlsbad Concierge & Guest Services FAM
Carlsbad hotel concierge & guest services staff joined the Carlsbad CVB on a day outing to familiarize
with key area attractions that included sponsored tours of The Flower Fields, Carlsbad Premium Outlets,
LEGOLAND, and The Museum of Making Music. The day-long event concluded with a hands-on picking
experience at the Cannon Road strawberry fields!
Carlsbad!
R CARLSBAD HOTELS
]ay in Carlsbad!
INVITATION FOR CARLSBAD HOTELS
Concierge and Guest Services Managers
April 24, 2008
Meet at The Flower Fields Parking lot. Palomar Airport Roadjnd Paseo del Norte.
3ur Carlsbad's most popular seasonal attraction, The Flower Fields.
)u will be treated to an old fashioned tractor ride and learn about
the new events and attractions.
hort walk to the Carlsbad Premium Outlets, meet with staff to learn
)t's new at this trendy outdoor shopping venue.
d the British Bus Company's double-deck bus for a ride to LEGOLAND.
EGOLAND team will escort us for a tour of new attractions and
:e on the new Sea Life Aquarium that's due to open this summer,
t's time for a complimentary lunch at the Park.
n the bus for a trip to the Museum of Making Music. This unique
on showcases the instruments and the history of music making.
the bus for a trip to the Strawberry Fields where you can play like
f pick your own sweet, juicy berries. After a face-wiping good
iVill transport the group back to the parking lot.
>r last -A grand prize drawing! You must be present to win
Village. Enjoy a spa treatment for two people at Coilsiwd
7 for two at Fresca's and two tickets for a performance bytre Group
' l;y Fiirfay, April 18, 2008. Because the bus has limited
' two people from each property. Call Lee tees at
April 24, 2008
Carlsbad Convention & Visitors Bureau 400 Carlsbad Village Dr.Cirlsbad, CA 92008 oOO-CARLSBAD 760-434-6093
—
ft.
Carlsbad Convention & Visitors Bureau
fjospitalitu <§• ^Tourism Pyentsi -*- I ^/ ^> -*- ^—'
-S Ml..
National Tourism Week
Annually, the tourism industry and employees that keep that industry moving are recognized in
communities throughout the United States through activities suggested by the Travel Industry Association.
National Tourism Week — May 10 - 18, 2008 — was celebrated in Carlsbad, starting with advertising
throughout the week in the North County 77mes, a proclamation issued by the City Council, and an
after-hours party at the West Inn and Suites. The Carlsbad CVB provided red buttons that sported.
Tourism Works 4 Carlsbad, to each of Carlsbad's 37 hotels for staff to wear.
&
"
Carlsbad Convention & Visitors Bureau 400 Carlsbad Village Dr.Carlsbad, CA 92008 I 800-CARLS8AD I 760 434-6093
ow lourism
The Power of Travel
How Travel Dollars Support America
Ctnipqfounti Li)di>u«] Amusement
Wages, Salaries, Profits, faxes
k *., ' * ' A. <i
Carlsr>acl CeleLrates National Tourism Week
I lie Carlsbad Convciition & Visitors Bureau applauds and recognizes tlie more than 164,000 people in San Diego County who work in fields directly
related to llie visitor industry, including lodging, rood service, attractions and transportation.
re liel thai among truest1 clt^eat to you - your son, daughter, mother, father, aunt, uncle, sister, brother, cousin, grandparent, family in-laws and fnendy
>r more earns his or her paycheck in an industry that directly supports the travel and tourism industries.
a\xil Industry Association estimates that every day in America, tourists will spend some two billion dollars, lhats about it>&4.5 million an hour,
lillioii a minute and $23,500 a second. To break it down in San Diego County, some 32.2 million visitors injected some $7.^ billion into our local
ly. I hat's good news for Carlsbad, and here's why.
Although the overnight hotel lodging tax is a major source of funding for the City of Carlsbad, there are other impacts that take place when visitors come
to our city, in addition to retail sales, restaurant tabs, gas fill-ups and car sales, a healthy economy means jobs, and with those jobs come buying power.
In short, every dollar injected into the local economy circulates tome seven times. Now that's impressive!
$1.4
rlsbad
California
'Carlsbad Convention & Visitors Bureau • 400 Carlsbad Village Drive • (760)434-6093 • www.visitcarlsbad.com
Carlsbad Convention <§• Visitors Bureau
J-iospitality <^ Tourism Scholarship
Insert
Photo
Personal Website
Date of Birth
Social Security # _
Driver's License #
Date of Application
fligh School:
High School Attended
City
College
College Attending
Located
Name
Home Address
City
Phone^
Email
.State
Fax
Gender
Year Graduated
-Zip
Marital Status
Rank in Class
Grade Level
Major
..Current GPA
(Please attach most recent official transcript of grades.)
Community Outreach:
Please List the Community or Nonprofit Organizations Which You Volunteer and Any Leadership Positions Held:
Employment:
Current Employer _
Current Position Phone
Name & Title of Supervisor _
3 References:
Personal Reference:
Name
Title
Phone Relationship to Applicant
Educational Reference:
Name
Title
Phone Relationship to Applicant
Professional Reference:
Name
Title
Phone Relationship to Applicant
Have You Ever Been Convicted of a Felony? (If so, please explain)
Essay:
Please attach a 500-word essay describing yourself as a person, your interest and experience in the hospitality industry,
and what you hope to accomplish post-graduation.
DEADLINE to Submit Scholarship Application is: July 15, 2008
Guidelines for Cl/$ Scholarship Applicants:
Requirements:
• Must have a minimum GPA level of 3.0
• Applicant priority - Carlsbad, San Diego County 5th District
• Currently enrolled/accepted into a San Diego County post-secondary institution with a declared major in hospitality/tourism management.
Graduating high school seniors are eligible.
Process:
• Scholarship applications available online at www.visitcarlsbad.com after June 15, 2008.
• Scholarship applications must be completed. Include the 500-word word essay, a current photograph and a copy of your most recent and official grade
transcripts. All submitted materials (application, photo, grade transcripts and essay) must be submitted simultaneously to be accepted for consideration.
• Completed scholarship applications can be submitted online at www.visitcarlsbad.com mailed or delivered to:
CVB Scholarships, 400 Carlsbad Village Drive, Carlsbad, CA 92008
Timeline:
• All scholarship applications must be received no later than 5:00 p.m., July 15, 2008
• Scholarship finalists will be notified by August 1, 2008 and interviewed by the CVB Scholarship Committee no later than August 15, 2008.
• Scholarship winners will be notified during the last week of August 2008, and will be asked to attend the "Salute to Carlsbad's Tourism &
Hospitality Industry Recognition and Awards" luncheon in October 2008.
Notes:
• The Carlsbad Convention and Visitors Bureau can award up to three annual scholarships: one for $2,000 and two for $1,000.
• Applicants for CVB Scholarships may be subject to a background check.
• If you have any questions about the CVB Scholarship, please contact the bureau's Executive Director by email infoQvisitcarhbad.com or phone 760.434.6093
Carlsbad Pay-Per-Click Keywords Used, January 1 - June 30, 2008
Attractions Carlsbad Golf Hotels
[carlsbad attractions]
carlsbad attractions
"carlsbad attractions"
[carlsbad ca attractions]
carlsbad ca attractions
"carlsbad ca attractions"
[carlsbad California attractions]
carlsbad California attractions
"carlsbad California attractions"
"things to do in carlsbad"
things to do in carlsbad
[things to do in carlsbad]
"things to do in carlsbad ca"
things to do in carlsbad ca
[things to do in carlsbad ca]
[things to do in carlsbad California]
"things to do in carlsbad California"
things to do in carlsbad California
Carlsbad Ca Attractions
Plan fun things to do in Carlsbad:
Major Carlsbad family attractions.
Beaches
beach
"beach"
[beach]
beaches
"beaches"
[beaches]
California beach
"California beach"
[California beach]
California beaches
"California beaches"
[California beaches]
Carlsbad
"carlsbad"
carlsbad
[carlsbad]
[carlsbad ca]
carlsbad ca
"carlsbad ca"
carlsbad California
"carlsbad California"
[carlsbad California]
Carlsbad Golf Vacations
Golf in Carlsbad CA: Plan a golf
vacation with a free travel planner
Flower Fields
"carlsbad ca flower fields"
[carlsbad ca flower fields]
carlsbad ca flower fields
[carlsbad California flower fields]
"carlsbad California flower fields"
carlsbad California flower fields
"carlsbad flower fields"
[carlsbad flower fields]
carlsbad flower fields
[flower fields in carlsbad]
"flower fields in carlsbad"
flower fields in carlsbad
"flower fields in carlsbad ca"
flower fields in carlsbad ca
[flower fields in carlsbad ca]
[flower fields in carlsbad California]
flower fields in carlsbad California
"flower fields in carlsbad California"
Carlsbad Flower Fields
Visit the Flower Fields in Carlsbad
Request a free 2008 visitors guide.
Golf
[carlsbad ca golf]
"carlsbad ca golf
carlsbad ca golf
[carlsbad ca golf course]
"carlsbad ca golf course"
carlsbad ca golf course
carlsbad ca golf courses
[carlsbad ca golf courses]
"carlsbad ca golf courses"
"carlsbad ca golf resort"
carlsbad ca golf resort
[carlsbad ca golf resort]
"carlsbad ca golf vacation"
carlsbad ca golf vacation
[carlsbad ca golf vacation]
carlsbad California golf
[carlsbad California golf]
"carlsbad California golf
[carlsbad California golf course]
"carlsbad California golf course"
carlsbad California golf course
[carlsbad California golf courses]
"carlsbad California golf courses"
carlsbad California golf courses
"carlsbad California golf resort"
[carlsbad California golf resort]
carlsbad California golf resort
[carlsbad California golf vacation]
carlsbad California golf vacation
"carlsbad California golf vacation"
carlsbad golf
[carlsbad golf]
"carlsbad golf
carlsbad golf course
"carlsbad golf course"
[carlsbad golf course]
"carlsbad golf courses"
carlsbad golf courses
[carlsbad golf courses]
[carlsbad golf resort]
carlsbad golf resort
"carlsbad golf resort"
"carlsbad golf vacation"
carlsbad golf vacation
[carlsbad golf vacation]
[golf carlsbad ca]
"golf carlsbad ca"
golf carlsbad ca
Carlsbad Golf Vacations
Golf in Carlsbad CA: Plan a golf
vacation with a free travel planner
carlsbad ca hotel
"carlsbad ca hotel"
[carlsbad ca hotel]
"carlsbad ca hotels"
[carlsbad ca hotels]
carlsbad ca hotels
carlsbad California hotel
[carlsbad California hotel]
"carlsbad California hotel"
[carlsbad California hotels]
carlsbad California hotels
"carlsbad California hotels"
"carlsbad hotel"
[carlsbad hotel]
carlsbad hotel
[carlsbad hotels]
"carlsbad hotels"
carlsbad hotels
[hotel in carlsbad]
"hotel in carlsbad"
hotel in carlsbad
"hotel in carlsbad ca"
hotel in carlsbad ca
Vacation
[carlsbad ca vacation]
"carlsbad ca vacation"
carlsbad ca vacation
[carlsbad ca vacations]
"carlsbad ca vacations"
carlsbad ca vacations
[carlsbad California vacation]
"carlsbad California vacation"
carlsbad California vacation
carlsbad California vacations
[carlsbad California vacations]
'carlsbad California vacations"
carlsbad vacation
"carlsbad vacation"
[carlsbad vacation]
[carlsbad vacations]
carlsbad vacations
"carlsbad vacations"
simple 7430 N La Cholla Blvd.
Tucson. Arizona 85741
P: 520.575.1151
W: www.sin-ipleviewinc .com
simpleview Whitepaper:
Log Based vs. JavaScript Page Tagging Web Stats - Explained
By: Ryan George, Chief Executive Officer and
Alexander Heimann, Director of Interactive Marketing
October 26, 2007
1 of 5
simple
Introduction
As many of you know, our mission statement at simpleview is:
"To be a trusted, advisor for our clients' ever changing technology needs in order to help them achieve
their goals and demonstrate their value to the constituencies that they serve."
Achieving this goal is more important than ever before as it relates to your website, since organizations
continue to invest heavily in the web, web based technologies, and in online advertising. We realize the
challenges that our clients face in terms of reporting successes in this area to stakeholders and our fates
are very closely tied together, which is just one reason why we have taken the time to carefully analyze
the way in which our clients measure web traffic and why we are proposing new tools to augment and, in
some cases, even replace the methods that we have recommended in the past.
Please read the information below, which provides a detailed explanation regarding the differences
between two distinct technologies and our recommended approach to educating stakeholders and
augmenting your reporting practices.
Education
Deep Metrics - LiveStats™, Google Analytics™ and Visual Sciences - HBX™ Analytics are three popular
web statistics software packages currently utilized by simpleview to report website usage statistics. The
three differ in which technology they utilize to report data. LiveStats™ utilizes "Log File" technology and
Google Analytics™ and HBX™ Analytics utilizes "JavaScript Page Tagging" technology. This difference
in technology explains why the "numbers" vary between them.
A Log File is a file stored on a website server that records activities such as page requests. Log File
based statistic packages such as LiveStats™ parse the log files and calculate usage of the website based
on the values contained therein.
JavaScript Page Tagging involves installing a JavaScript code snippet on each individual page of a web
site. Each time a visitor requests a page, the JavaScript is processed and a cookie is placed on the
visitor's computer. This process of assigning a cookie to the visitor can be used to uniquely identify the
visitor during his visit and in subsequent visits.
Due to the different methods of data collection, usage numbers will differ between the two methods. One
method is not necessarily better than the other. There are advantages and disadvantages to both Log File
and JavaScript Page Tagging methods. It is the same data viewed in a different way.
Some advantages of Log File analysis over JavaScript Page Tagging are as follows;
• A web server records every transaction that occurs at the server level. JavaScript will only record
data when the tag has successfully processed on a visitor's browser. If JavaScript is turned off on
a visitor's browser, no data can be collected.
• Log File software can track information on visits from search engine spiders. This is not human
usage of a site, but it is very valuable data for search engine optimization activities.
• Log File software can track information on failed requests of a page whereas JavaScript Page
Tagging only records a page if it was successfully viewed.
2 of 5
simple
Advantages of JavaScript Page Tagging are as follows
• JavaScript Page Tagging deposits a cookie on a visitor's browser and can be used to track
activity more accurately at the visitor level.
• JavaScript Page Tagging can be set up to track individual events of a visitor such as downloads,
clicks, form submissions, navigation paths, etc, which can ultimately be used to measure actual
conversion of a website visitor into a customer, a more qualified visitor, or a prospect.
• In this same way, JavaScript Page Tagging can be used to monitor and track the path of a visitor
through the website or especially a conversion process. Trained specialists can use JavaScript
Page Tagging to see where, for example, a visitor drops-out of a complicated conversion
process, providing them with the information that they need to make recommendations for
simplification and improvement.
In summary, Log File software such as LiveStats™ will report higher numbers because they track usage
of a website at the transaction level and not the visitor level. Data will include search engine spiders and
failed requests and multiple visits per visitor are less likely to be excluded.
JavaScript Page Tagging software such as Google Analytics™ or Visual Sciences - HBX™ Analytics will
report lower numbers due to the exclusion of search engine spiders, failed page requests, etc, but it
tracks the visitor at a more granular level with the aid of cookies placed on the visitor's computer.
To see examples of different reports for the same (unidentified) site and an analysis of the differences
between the two reporting methods, please see Appendix A - Site Examples.
Recommendation
We have carefully considered the implications of switching reporting methods, since a change might
cause a great deal of confusion among partners, board members, executives, and even our dedicated
clients and site administrators. In doing so, we have come up with the following recommendation.
Rather than waiting for one of these stakeholders to point out this difference to you, we are
recommending that you make a change immediately, but introduce it over time. We are recommending
that all of our clients augment their reporting methods to include BOTH Log File analysis numbers AND
JavaScript Page Tagging numbers for a pre-determined time frame and then switch to the JavaScript
Page Tagging technology, once stakeholders are educated as to why we see the second set of numbers
as a better indicator of success. This timeframe will vary from client to client, depending on the situation.
Some Bureaus may be able to switch right away by educating stakeholders and changing their
expectations right away. Others may choose to report both numbers for three months, six months,
through the end of a fiscal year, or through one fiscal year, then another to let them get used to the
recalibrated approach.
3 of 5
simple
Process
Unfortunately, the process is not as straightforward as just changing reporting packages. In the
JavaScript Page Tagging approach, small snippets of code must be added to every page of the website,
prior to changing or adding either Google Analytics™ or Visual Sciences - HBX™ Analytics. This
process will take between 5 and 10 hours, depending on the complexity of the site and the technology
being used, and 5 to 10 hours to test and consult with you to discuss the process and the differences
between the LiveStats™ and Google Analytics™ or Visual Sciences - HBX™ Analytics numbers.
Our goal would be to let the two systems run in parallel for two to three months before we shared the
numbers with ANYBODY. At that point, it would be wise to share a modified version of this document
with stakeholders and/or schedule a presentation by a simpleview representative to discuss this change
openly with your board and introduce either the new or blended approach.
The choice between Google Analytics™ and Visual Sciences - HBX™ Analytics will depend on budget.
HBX™ Analytics has additional features and capabilities that Google Analytics™ does not currently
possess and is the analytics technology used by companies like Best Buy, YouTube, Bloomingdales, Fox
Sports, FedEx, TaylorMade, Viacom, and Warner Brothers.
You can use either service on your own, and we will train you on how to do so, but given the constantly
changing environment and the importance of reliable reporting, we are also recommending ongoing
support of your Web Analytics and Performance Reporting initiative, as these new tools provide us with
the ability to measure and track the path of a visitor through the website or especially a conversion
process.
Trained simpleview specialists in our IMS Department can use these tools to measure actual conversion
of a website visitor into a customer, a more qualified visitor, or a prospect. They can also see where, for
example, a visitor drops-out of a complicated conversion process, providing them with the information that
they need to make recommendations for simplification and improvement. Finally, using these tools, we
can measure the results of every interactive marketing campaign that is planned and executed by you,
simpleview, or even other outside agency vendors at a granular level and even compare campaigns
against each other.
Summary
In summary, we can track which campaign brought visitors to your site, what path the visitor navigates
once on the site, and ultimately what action the visitor takes. In essence, we can track every call to
action that a visitor responds to - filling out a form, clicking on a link, navigating from page to page,
downloading a brochure, and ultimately where and when they leave the site. We can help you understand
what this data means by presenting monthly and quarterly reports.
To learn more about how we can help you make this transition, please visit our website and read about
our IMS Department at http://www.simpleviewinc.com/products-and-services/ims/ and call or email Alex
Heimann, Director of Interactive Marketing at 520.575.1151 ext. 131 or aheimann@simp.leviewinc.com.
4 of 5
simple
Appendix A - Site Examples
The chart below shows the difference in reported numbers of a web site for a 30 day period.
Urchin
Google Analytics
LiveStats
Visits
11,467
12,508
50,994
Unique Visits
9,378
10,105
**
Pageviews
55,842
60,610
262,441
*LiveStats does not report actual unique visitors. It reports Total Visits.
5 of 5
Carlsbad Convention & Visitors Bureau
Accounting of Funds (BID Only)
For the Six Months Ended June 2008
Visitor Center Operations
Jul - Dec 2007
Personnel:
Benefits - Medical
Benefits - SIMPLE IRA
Benefits - Flex Spending
Insurance - W/Comp
Payroll Taxes
Salary & Wages
Salary & Wages - Officers
Total Personnel:
Overhead:
Bank Related Fees
Equipment Rental
Equipment Repairs
Membership Dues
Mileage Reimbursement
Office Supplies
Postage & Freight
Printing
Professional Services
Taxes
Telephone
Utilities
Volunteer Programs
S
$
S
S
$
$
S
$
$
S
$
$
S
$
$
$
$
S
$
$
3,787.29
1,250.50
2,000.00
1,274.81
8.446.01
42,868.00
41,401.44
201.94
1,510.06
98.60
480.00
900.00
734.52
1,690.07
198.50
2,645.50
40.42
1,280.87
1,203.56
207.93
$ 101,028.05
Contract to date
$
$
$
$
$
S
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Jul - Dec 2007
3,787.29
1,250.50
2,000.00
1 ,274.81
8,446.01
42,868.00
41,401.44
201.94
1,510.06
98.60
480.00
900.00
734.52
1,690.07
198.50
2,645.50
40.42
1.280.87
1,203.56
207.93
S 101,028.05
Total Overhead:$ 11,191.97 S 11,191.97
Total Visitor Center Operations: $ 112,220 112,220
Carlsbad Convention & Visitors Bureau
Accounting of Funds (BID Only)
For the Six Months Ended June 2008
Destination Marketing / Branding
Jan - June 2008
Advertising/Promoting Events:
Ads
Public Relations & Media
Subs & Publications
Total Advert/Promo Events:
Brochure & Visitor Guide Dist:
Design/Printing/Dist
Total Brochure & Visitor Guide Dlst:
Internet Development:
DSL Connection
Hosting
New Site Development
Ongoing Site Maintenance
Pay-per-Click Marketing
vIXT Book Online Visitors Guide
Search Engine Optimization
Total Internet Development:
Travel Shows/Conferences:
Professional Conferences
Professional Memberships
Consumer Travel Shows
Total Travel Shows/Conferences:
Total Destination Mktg/Branding:
Total Quarterly Expenditures:
$
$
$
S
$
$
$
$
$
$
$
S
$
S
$
34,816.10
987.23
135.00
$
41,066.56
4,577.67
$
269.94
594.00
39,675.00
557.50
6,400.00
1,450.00
6,000.00
$
3,144.00
2,360.00
7,991.56
$
$
35,938.33
45,644.23
54,946,44
13,495.56
150,025
Contract to date
Jan
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
- June 2008
34,816.10
987.23
135.00
S
41,066.56
4,577.67
$
269.94
594.00
39,675.00
557.50
6,400.00
1,450.00
6,000.00
S
3,144.00
2,360.00
7,991.56
$
$
35,938.33
45,644.23
54,946.44
13,495.56
150,025
$ 262,245 $ 262,245
Carlsbad Convention & Visitors Bureau
Board of Directors
January 1 - June 30, 2008
Officers:
Nancy Nayudu, Chairwoman
Owner
Pelican Cove Inn Bed & Breakfast
320 Walnut Avenue
Carlsbad, CA 92008
1:434-5995 F: 434-7649
Email: pelicancoveinn@pelican-cove.com
Kimberly Akers, Vice Chairwoman
General Manager
West Inn & Suites
4970 Avenida Encinas, 92008
T: 448-4501 F: 448-4545
Email: kakers@westinnandsuites.com
Randy Chapin, Treasurer
General Manager
Carlsbad Inn Beach Resort
3001 Carlsbad Blvd., 92008
T. 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: carolynq@namm.com
Directors:
Patrick Fearn
President
Certified Folder Display Services, Inc.
1120 Joshua Way, Vista 92083
T: 727-5100 F: 727-1583
Email: patf@certifiedfolder.com
Peter Kock
Marketing Manager
LEGOLAND California
One LEGO Drive, 92008
T: 918-5390
Email: peter.kock@legoland.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.
P.O. Box 1456
Rancho Santa Fe, CA 92067-1456
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
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 Qfficio Directors
Ted Owen
President & CEO
Carlsbad Chamber of Commerce
5934 Priestly Drive, 92008
T: 931 -8400, ext 106
Email: towen@carlsbad.org
EXHIBIT 2
San Diego North Convention & Visitors Bureau
Carlsbad Sales Report
lst-4th Quarters FY 2007-2008
July 1, 2007 - June 30, 2008
Report Summary
Contracted Definite Accounts
Booked Between July 1, 2007 -June 30, 2008
Total Accounts: 28
IstQtr
14
2nd Qtr
2
3rd Qtr
3
4th Qtr
9
New Accounts
Room Nights New: 3 ,262
Room Revenue New (estimated) : $686,677
On Property Revenue New (estimated) : $323,994
Total Property Revenue New (estimated): $ 1 ,0 1 0,670
372
$57,730
$19,424
$77,154
0
$0
$0
$0
301
$41,002
$28,981
$69,983
2,589
$587,945
$275,589
$863,533
Repeat Accounts
Room Nights Repeat: 3 ,067
Room Revenue Repeat (estimated) : $323,485
On Property Revenue Repeat (estimated) : $93,724
Total Property Revenue (estimated): $41 7,208
1,357
$96,703
$22,854
$119,557
180
$24,520
$8,365
$32,885
0
$0
$0
$0
1,530
$202,262
$62,505
$264,766
All Accounts
Total Room Nights: 6,329
Total Room Revenue (estimated) : $ 1 ,0 1 0, 1 62
Total On Property Revenue (estimated) : $417,718
Total Property Revenue (estimated): $ 1 ,427,878
Total Destination Visitor Spending (estimated) : $2,65 1,917
Amount of Funding from BID (to date) : $ 1 1 0,000
1,729
$154,433
$42,278
$196,711
$762,051
$27,500
180
$24,520
$8,365
$32,885
$80,880
$27,500
301
$41,002
$28,981
$69,983
$143,500
$27,500
4,119
$790,207
$338,094
$1,128,299
$1,665,486
$27,500
Direct Sales Activities
Between July 1, 2007 - June 30, 2008
Client Educational Site Tours, Fams & Events: 43
Client Trade Shows: 10
Client Personal Sales Calls: 29
Member Sites, Meetings & Events: 28
Marketing Activities
Between July 1, 2007 - June 30, 2008
1 60-page Visitor Guide Distribution: 40,000
Website Unique Users: 262,530
On-line Reservations : $ 1 60 , 3 67
Media Editorial Value: $786,264
Visitor Center Referrals: 4,89 1
Direct Mail Contacts: 14,950
e-Commerce Summit/OTA Room Nights 5,364
1st Qtr
10
3
7
5
1st Qtr
2nd Qtr
14
1
5
13
2nd Qtr
3rd Qtr
9
4
12
5
3rd Qtr
4th Qtr
10
2
5
5
4th Qtr
40,000
62,400
$33,759
$199,057
832
3,890
53,499
$70,450
$125,712
920
7,325
1,008
59,590
$27,705
$81,981
1,433
3,102
4,356
87,041
$28,453
$379,514
1,706
633
Consumed History for Contracted Definite Accounts
Travel into Carlsbad taking place between July 1, 2007 - June 30, 2008
(some accounts were previously contracted outside of this time frame)
Total Accounts: 20
Contracted Room Nights: 3,569
Actual Room Nights: 3, 149
Actual Room Revenue (estimated) : $3 1 8,467
Actual On-Property Revenue (estimated) : $111,398
Actual Total Property Revenue (estimated) : $429,865
Actual Destination Visitor Spending (estimated) : $1,552,318
1st Qtr
3
313
265
$42,906
$15,160
$58,066
$118,818
2nd Qtr
11
1,234
1,235
$87,674
$23,956
$111,629
$554,859
3rd Qtr
2
1,534
1,269
$138,511
$35,387
$173,898
$676,494
4th Qtr
4
488
380
$49,376
$36,895
$86,272
$202,147
Contracted Definite Accounts for Carlsbad
Account & Contracted Properties
Contract Information
Event Date Property Type*Account Type
(N=new/R=repeat)
Blocked
Room Nights
Blocked
Attend.
Contract Value
Room
Revenue*
On-Property
Revenue*
Total Property
Revenue
1st Quarter FY 2007-2008 - Booked July 1 - September 31, 2007
NEW ACCOUNTS 1st QUARTER FY 2007-2008
Cal State University San Marcos - So Cal Forum For Diversity In Graduate Education
Sheraton Carlsbad Resort
ConferenceDirect (El Cajon, CA) - La Costa Canyon High School Debate, RFP ID #5016126
Courtyard by Marriott Carlsbad
Eagle Creek - December 2007 Biannual Sales Meeting
Grand Pacific Palisades
Meeting Innovations - Infosys Consulting- September 2007
Four Seasons Resort Aviara
TOTAL NEW ACCOUNTS IstQUARTER FY 2007-2008
4/24/2009
11/30/2007
12/7/2007
9/27/2007
M
M
M
U
N-CONF
N-SMRF
N-CONF
N-CONF
4 Accounts
130
130
50
50
135
135
57
57
372
80
100
75
30
285
$17,709
$17,709
$6,811
$6,811
$18,390
$18,390
$14,820
$14,820
$S7,T29
$4,958
$4,958
$1,907
$1,907
$5,149
$5,149
$7,410
$7,410
$19,425
$22,667
$22,667
$8,718
$8,718
$23,539
$23,539
$22,230
$22,230
$77,154
REPEAT ACCOUNTS 1st QUARTER FY 2007-2008
Elite Racing - 2008 Carlsbad 5,000 Accommodations
Inns of America Suites
La Quinta Cbad
National Multiple Sclerosis Society - 2007 Key Staff & Volunteers
La Quinta Cbad
National Multiple Sclerosis Society -2007 Blue Cross Rebels Team MS 150 Bike Tour
Best Western Beach View Carlsbad
National Multiple Sclerosis Society - 2007 Disney Team MS 1 50 Bike Tour
Motel 6 Carlsbad South
Quality Inn & Suites Carlsbad
National Multiple Sclerosis Society - 2007 Bill's Biker Backers Team for MS 150 Bike Tour
Ramada Suites Carlsbad
National Multiple Sclerosis Society - 2007 Saddle Soars Team for MS 150 Bike Tour
Inns of America Suites
National Multiple Sclerosis Society - 2007 Host Hotel for Staff & Volunteers
Courtyard by Marriott Carlsbad
National Multiple Sclerosis Society - 2007 Pref. Accommodations MS 150 Bay to Bay Bike Tour
Best Western Beach View Carlsbad
Courtyard by Marriott Carlsbad
Grand Pacific Palisades
Hampton Inn Carlsbad
Hilton Garden Inn Carlsbad Beach
Holiday Inn Carlsbad-By-The-Sea
Homewood Suites Carlsbad
Inns of America Suites
La Quinta Cbad
Ramada Suites Carlsbad
West Inn & Suites Carlsbad
Motel 6 Carlsbad East
Quality Inn & Suites Carlsbad
Carlsbad unidentified hotels for Multi-groups
Temple Missionary Baptist Church - 2007 Women's Retreat
Hilton Garden Inn Carlsbad Beach
United Church of God - 2007 Feast of the Tabernacles Conference
Beachwalk Villas
Ocean Palms Beach Resort
TOTAL REPEAT ACCOUNTS 1 st QUARTER FY 2007-2008
1ST QUARTER FY 2007-2008 DEFINITE BOOKINGS INTO CARLSBAD
4/3/2008
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/25/2007
9/26/2007
14 Accounts
M
L
L
M
L
L
L
M
M
M
M
M
L
M
M
L
M
L
L
M
L
L
L
M
M
M
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-CONF
10 Accounts
Repeat= 10
New=4
105
30
75
25
25
12
12
98
38
60
20
20
18
18
50
50
796
26
20
15
20
25
30
30
20
20
40
20
50
5
475
80
80
153
81
72
1,357
1,729
70
50
24
196
40
36
100
1592
85
57
2,250
2,535
$9,712
$4,087
$5,626
$1,875
$1,875
$1,635
$1,635
$7,351
$2,850
$4,501
$1,500
$1,500
$2,452
$2,452
$6,811
$6,811
$33,627
$3,542
$2,724
$2,043
$1 ,500
$3,406
$4,087
$2,250
$2,724
$1,500
$3,000
$2,724
$3,751
$375
$35,630
$10,898
$10,898
$20,842
$11,034
$9,808
$96,703
$154,432
$1,892
$1,144
$748
$249
$249
$458
$458
$978
$379
$599
$200
$200
$687
$687
$1,907
$1,907
$7,596
$992
$763
$572
$200
$954
$1,144
$299
$763
$200
$399
$763
$499
$50
$4,739
$3,051
$3,051
$5,836
$3,089
$2,746
$22354
$42,278
$11,605
$5,231
$6,374
$2,125
$2,125
$2,092
$2,092
$8,329
$3,229
$5,099
$1,700
$1,700
$3,139
$3,139
$8,718
$8,718
$41,223
$4,533
$3,487
$2,615
$1 ,700
$4,359
$5,231
$2,550
$3,487
$1,700
$3,399
$3,487
$4,249
$425
$40,369
$13,949
$13,949
$26,677
$14,123
$12,554
$119,856
$196,710
Contracted Definite Accounts for Carlsbad
Account & Contracted Properties
Contract Information
Event Date Property Type*Account Type
(N=new/R=repeat)
Blocked
Room Nights
Blocked
Attend.
Contract Value
Room
Revenue*
On-Property
Revenue*
Total Property
Revenue
2nd Quarter FY 2007-2008 - Booked October 1 - December 31, 2007
REPEAT ACCOUNTS 2nd QUARTER FY 2007-2008
Carlsbad Pop Warner Football - 2007 Mighty Might Award's Banquet
Hilton Garden Inn Carlsbad Beach
In Motion, Inc. Event Marketing & Management - 2008 Carlsbad Marathon Preferred Accommodations
West Inn & Suites Carlsbad
Ocean Palms Beach Resort
TOTAL REPEAT ACCOUNTS 2nd QUARTER FY 2007-2008
2ND QUARTER FY 2007-2008 DEFINITE BOOKINGS INTO CARLSBAD
11/15/2007
01/18/2008
2 Accounts
M
M
M
R-EVNT
R-SMRF
2 Accounts
Repeat= 2
New=0
0
0
180
80
100
180
180
90
90
180
180
$0
$0
$24,520
$10,898
$13,622
$24,520
$24,520
$1,500
$1,500
$6,865
$3,051
$3,814
$8,365
$8,365
$1,500
$1,500
$31,385
$13,949
$17,436
$32,885
$32,885
Contracted Definite Accounts for Carlsbad booked January 1, 2008 - March 31, 2008
Account & Contracted Properties
Contract Information
Event Date Property Type*Account Type
(N-new/R=repeat)
Blocked
Room Nights
Blocked
Attend.
Contract Value
Room
Revenue*
Oil-Property
Revenue*
Total Property
Revenue
3rd Quarter FY 2007-2008 - Booked January 1 - March 31, 2008
NEW ACCOUNTS 3rd QUARTER FY 2007-2008
California Association of REALTORS - California Association of Realtors
Sheraton Carlsbad Resort 760-827-2429
ConferenceDirect (El Cajon, CA) - California Bus Association 2008 Annual Meeting-RFP ID #5024717
Sheraton Carlsbad Resort 760-827-2429
Fresh Start for Surgical Gifts - Volunteer Appreciation Dinner
Sheraton Carlsbad Resort 760-827-2429
TOTAL NEW ACCOUNTS 3rd QUARTER FY 2007-2008
3RD QUARTER FY 2007-2008 DEFINITE BOOKINGS INTO CARLSBAD
04/16/2008
10/31/2009
08/15/2008
3 Accounts
M
M
M
N-EVNT
N-CONF
N-EVNT
3 Accounts
Repeat= 0
New=3
0
0
301
301
0
0
301
301
400
150
250
800
800
$0.00
$0
$41,002
$41,002
$0.00
$0
$41,002
$41,002
$12,500
$12,500
$11,481
$11,481
$5,000
$5,000
$28,981
$28,981
$12,500
$12,500
$52,483
$52,483
$5,000
$5,000
$69,983
$69,983
Contracted Definite Accounts for Carlsbad booked April 1, 2008 - June 30, 2008
Account & Contracted Properties
Contract Information
Event Date Property Type*Account Type
(N=new/R=repeat)
Blocked
Room Nights
Blocked
Attend.
Contract Value
Room
Revenue*
On-Property
Revenue*
Total Property
Revenue
4th Quarter FY 2007-2008 - Booked April 1 - June 30, 2008
NEW ACCOUNTS 4th QUARTER FY 2007-2008
ConferenceDirect (Desert Hot Springs, CA) - CA State Outdoor Advertising Association Annual Meeting
La Costa Resort & Spa
ConferenceDirect (Wilsonville, OR Office) - Standard Insurance - Service Manager Meeting
Sheraton Carlsbad Resort
Gigi Grose Management - Motivating the Masses Seminar
Holiday Inn Cartsbad-By-The-Sea
Ramada Suites Carlsbad
Quality Inn & Suites Carlsbad
Meeting Innovations - Infosys Consulting -CONFLUENCE 2008
La Costa Resort & Spa
Orange Coast College - World Language Conference
Sheraton Carlsbad Resort
San Diego Highland Games - Kay Hamilton School of Highland Dancing
Holiday Inn Carlsbad-By-The-Sea
Terres Indiennes, Inc. - 2008 Group Tour
La Costa Resort & Spa
In Motion, Inc. Event Marketing & Management - Cure JM Foundation - 2009 Annual Meeting
Hilton Garden Inn Carlsbad Beach
TOTAL NEW ACCOUNTS 4th QUARTER FY 2007-2008
10/02/2008
09/21/2008
07/11/2008
11/08/2008
09/05/2008
06/27/2008
08/19/2008
01/15/2009
U
M
M
L
L
U
M
M
U
M
N-CONF
N-CONF
N-SMRF
N-CONF
N-SMRF
N-SMRF
N-SMRF
N-SMRF
8 Accounts
30
30
212
212
250
120
90
40
1,231
1,231
15
15
62
62
704
704
85
85
2,589
40
50
350
500
30
60
325
100
1,455
$7,800
$7,800
$28,879
$28,879
$26,098
$16,346
$6,751
$3,000
$320,060
$320,060
$2,043
$2,043
$8,446
$8,446
$183,040
$183,040
$11,579
$11,579
$587,944
$3,900
$3,900
$8,086
$8,086
$5,874
$4,577
$898
$399
$160,030
$160,030
$572
$572
$2,365
$2,365
$91,520
$91,520
$3,242
$3,242
$275,589
$11,700
$11,700
$36,965
$36,965
$31,972
$20,923
$7,649
$3,399
$480,090
$480,090
$2,615
$2,615
$10,810
$10,810
$274,560
$274,560
$14,821
$14,821
$863,533
REPEAT ACCOUNTS 4th QUARTER FY 2007-2008
In Motion, Inc. Event Marketing & Management - 2009 Carlsbad Marathon Preferred Accommodations
Courtyard by Marriott Carlsbad
Grand Pacific Palisades
Hampton Inn Carlsbad
Hilton Garden Inn Carlsbad Beach
Holiday Inn Carlsbad-By-The-Sea
Homewood Suites Carlsbad
Inns of America Suites
La Costa Resort & Spa
La Quinta Carlsbad
Ramada Suites Carlsbad
Sheraton Carlsbad Resort
West Inn & Suites Carlsbad
Ocean Palms Beach Resort
Quality Inn & Suites Carlsbad
TOTAL REPEAT ACCOUNTS 4th QUARTER FY 2007-2008
4TH QUARTER FY 2007-2008 DEFINITE BOOKINGS INTO CARLSBAD
01/22/2009
9 Accounts
M
M
L
M
M
L
L
U
L
L
M
M
M
L
R-SMRF
1 Account
Repeat= 1
New=8
1,530
160
100
100
25
200
120
80
200
70
70
180
60
100
65
1,530
4,119
191
191
1,646
$202,262
$21,795
$13,622
$7,501
$3,406
$27,244
$9,001
$6,001
$52,000
$5,251
$5,251
$24,520
$8,173
$13,622
$4,876
$202,262
$790,206
$62,505
$6,103
$3,814
$998
$954
$7,628
$1,197
$798
$26,000
$698
$698
$6,865
$2,288
$3,814
$648
$62,505
$338,094
$264,766
$27,898
$17,436
$8,499
$4,359
$34,872
$10,198
$6,799
$78,000
$5,949
$5,949
$31,385
$10,462
$17,436
$5,524
$264,766
$1,128,299
Direct Sales Activities
1st - 4th Quarters FY 2007-2008
CLIENT EDUCATIONAL SITE TOURS / FAMS / EVENTS
>Art Advanced Research Technologies - Site
>California State University San Marcos (2x) - Site
>CFC Singles for Christ - Site
>Expedia Client Event (500 attendees)
>Carlsbad Premium Outlets
>ln Motion Holiday Event (75 attendees)
>Marine Corps Community Services Client Event (100 attendees)
>MPI San Diego Luncheon (75 attendees)
>MPI San Diego Chapter Holiday Gala (150 attendees)
>California Department of Transportation - Site
>MPI Orange County Chapter Luncheon
>Palm Cottage/Zimmer Dental - Site
>C.V. Starr - Site
>Cal State San Marcos Site
>Clinivation, Inc. - Site
>ConferenceDirect: La Costa Canyon High School Debate - Site
>Financial & Insurance Conf. Planners West Coast Meeting (25 planners)
>2007 MS Bike Tour Hotel Information Booth
>Beachwalk Villas, Carlsbad
>Polished Images Spa Grand Opening (75 attendees)
>SDNCVB e-Commerce Summit (8 companies)
> SITE Network Event & Recpetion (175 attendees)
> Terres Indiennes - Site with 2 hotels
>National MS Soceity CEOs Against MS Breakfast
>Printing Industries Association - Site
>Amegen Bike Tour Route Meeting
>SITE Orange County Luncheon (50 attendees)
>MPI San Diego Chapter Awards Installation Dinner
>MPI San Diego Chapter Monthly Meeting (2x)
>San Diego International Sports Council - San Diego Charger Event
> Vision Holidays - Site
>Travelocity Client Appreciation Event
>Legoland, Carlsbad
>San Diego CONVIS Annual Meeting
>San Diego School of Highland Dancing - Site
>Twenty/20 Restaurant Preview
>United Church of God - Site
>Bay Bridge Decision Technologies - Site
>SDNCVB Spring 2008 Planner Showcase Tour - Site 6 Carlsbad Properties
>MPI San Diego Chapter Breakfast Meeting (50 attendees)
>SITE San Diego Chapter Luncheon
CLIENT TRADE SHOWS
>Affordable Meetings National - Washington, DC (111 planners)
>CALSAE Seasonal Spectacular - Sacramento, CA (106 planners)
destination Showcase - Washington, DC (1 1 2 planners)
> Affordable Meetings West - Long Beach, CA (131 planners)
>Motivation Show (ITME) - Chicago, IL (88 planners)
>MPI Southern California Chapter - Los Angeles, CA (25 planners)
>MPI World Education Conference - Montreal, Canada (80 planners)
>MPI PEC - Houston, TX (22 planners)
>RCMA - Orlando, FL (120 planners)
> Affordable Meetings Mid-America - Washington, DC (103 planners)
CLIENT PERSONAL SALES CALLS
>Chicago, IL Sales Calls - 3 Calls with 3 Planners
>Kaiser Permanente - 1 Sales Call with 1 Planner
>Kyocera - 1 Sales Call with 1 Planner
>Expedia.com/Hotels.com
>Houston Sales Calls with 5 planners
>ln Motion - Carlsbad Marathon
>Los Angeles Sales Calls with 2 Planners
>Washington, DC Sales Calls - 4 Calls with 5 Planners
>Las Vegas Sales Calls with 3 Planners
>Orbitz - 1 Sales Call with 1 Planner
>National Multiple Sclerosis Society (3x)
>Orange County 2 Sales Calls with 5 planners
>San Diego Scottish Highland Games
>School of Highland Dancing
> Sacramento, CA Sales Calls with 10 Planners
>Travelocity
>Travelworm/Jetaway Today
>USS Warrington DD843 with 2 planners
>USA Sevens International Rugby Tournament with 2 representatives (2x)
>Concepts Worldwide with 5 Representatives
MEMBER SITE INSPECTIONS / MEETINGS / EVENTS
>BID Reporting Process Meeting with BW & West Inn & Suites, Carlsbad
>Courtyard & Residence Inn Client Day at the Races Event
>ARES Sales Update Meeting
>BID Monthly Meeting
>Grand Pacific Palisades Sales Update Meeting (2x)
>Hampton Inn Sales Update
>Courtyard by Marriot - Sales update lunch
>Sheraton Carlsbad Site & Lunch
>Crossings at Carlsbad (2x) - Media Event & SDNCVB Sales Team Site
>Hilton Garden Inn Carlsbad Sales Update Meeting (2x)
>Homewood Suites Sales Update
>La Quinta Carlsbad
>San Diego CONVIS Mixer
>Hampton Inn & Homewood Suites Grand Opening Event
>Hampton Inn: Site/Sales Update Meeting
>Homewood Suites: Site/Sales Update Meetings
>Sheraton Carlsbad - Site with CONVIS & SDNCVB Sales Teams
>San Diego CONVIS 2008 Destination Marketing Meeting
>Sheraton Carlsbad Resort Sales Update Meeting (2xj
>West Inn & Suites Sales Update
>lnns of America Client Appreciation Event
>San Diego CONVIS Travel Industry Sales Site
>Legoland Sales Update & Lunch
>Sheraton Carlsbad - ASAE Planning Meeting
SDNCVB HOSTED MEETINGS & EVENTS
>SDNCVB Member Orientation Meeting >SDNCVB Mixer (3x)>SDNCVB Annual Meeting
Marketing Activities
COLLATERAL
>200+ references to Carlsbad Points of Interest Highlighted Throughout
the SDNCVB Visitor's Guide
WEB SITE & E-MARKETING
>432 Carlsbad mentions on SDNCVB Web site with links to members
>Carlsbad locations included in new Insider Tips & Itinerary Ideas
>262,530+ unique visitors to the Web site www.sandiegonorth.com
>7 enewsletters highlighting Carlsbad sent to opt-in consumer database
> $160,367 was booked at Carlsbad businesses through our Web site
MEDIA RELATIONS
>Generated editorial highlighting Carlsbad valued at $786,264
>5 press trips to LA
>1 press trip to San Franciso/Bay Area
>1 press trip to Portland
> Hosted 1 1 media site visits to the Carlsbad area
>2 press trips to Phoenix/Scottsdale
>1 press trip to Sacramento
>3 press trips to OC
>3 press trips to NY
>1 press trip to Seattle
VISITOR CENTER REFERRALS
>3,436 referrals to Carlsbad businesses from SDNCVB Visitor Center >1 ,455 business reply card referrals from the SDNCVB Guide
DIRECT MAIL
> Affordable Meetings National Pre-Show Mailer to 1 ,000 attendees
>Dead Sea Scrolls e-MAIL Promotion to 90 SMERF & Tour contacts
>CALSAE Trade Show Pre-Show Mailer to 525 attendees
>Affordable Meetings Mid-America Pre-Show Email to 1 ,042 Planners
> Affordable Meetings West Pre-Show Email to 633 Planners
>Motivation Show (ITME) Pre-Show Mailer to 900 attendees
>MPI-WEC Pre-Show Mailer to 1,800 attendees
>Fire Update e-Mail to 2,100 Active Accounts
>Destination Showcase Pre-Show Mailer to 1,100 planners
>MPI-WEC Post-Show Mailer to 100 attendees
>SDNCVB Holiday Greeting e-Mail to 4,700 Sales Customers
>MPI PEC Pre-Show Mailer to 550 planners
>RCMA Pre-Show Mailer to 41 0 planners
Consumed History for Contracted Definite Accounts that Traveled to Carlsbad
Account & Contracted Properties
Contract Information
Event Date Property
Type*
Account Type
(N=new/R=rep«at1
Blocked Room
Nights
Blocked
Attend.
Consumed/Reported History Value
Actual
Room Nights Actual Attend.Room Reve&ae*Oa-Property
Revenue*
Total Property
Reve&ae
1st Quarter FY 2007-2008 - Consumed July 1 - September 31, 2007
Meeting Innovations - Infosys Consulting- September 2007
Four Seasons Resort Aviara
San Diego Surf Cup • 2007 Surf Cup Summer August Guestrooms
Courtyard by Marriott Carlsbad
United Church of God - 2007 Feast of the Tabernacles Conference
Beachwalk Villas
Ocean Palms Beach Resort
1ST QUARTER FY 2007-2008 - TOTAL CONSUMED/TRAVELED BUSINESS
9/27/2007
8/4/2007
9/26/2007
3 Accounts
U
M
M
M
N-CONF
N-SMRF
R-CONF
Repeat- 1
New=2
57
57
103
103
153
81
72
313
30
77
57
164
55
55
103
103
107
35
72
265
30
77
40
147
$14,300
$14.300
$14,031
$14.031
$14,576
$4.768
$9,808
$42,906
$7,150
$7.150
$3,929
$3.929
$4,081
$1.335
$2,746
$15,160
$21,450
$21.450
$17,959
$17.959
$18,657
$6.103
$12,554
$58,066
Consumed History for Contracted Definite Accounts that Traveled to Carlsbad
Account & Contracted Properties
Contract Information
Event Date Property
Type*
Account Type
(N=new/R=repeat
)
Blocked Room
Nights
Blocked
Attend.
Consumed/Reported History Value
Actual
Room Nights Actual Attend.Room Revenue*Oil-Property
Reveflne*
Total Property
Revenue
2nd Quarter FY 2007-2008 - Consumed October 1 - December 31, 2007
Carlsbad Pop Warner Football - 2007 Mighty Might Award's Banquet
Hilton Garden Inn Carlsbad Beach
ConferenceDirect (El Cajon, CA) - La Costa Canyon High School Debate, RFP ID #5016126
Courtyard by Marriott Carlsbad
Eagle Creek - December 2007 Biannual Sales Meeting
Grand Pacific Palisades
National Multiple Sclerosis Society - 2007 Key Staff & Volunteers
La Quinta Cbad
National Multiple Sclerosis Society - 2007 Blue Cross Rebels Team MS 150 Bike Tour
Best Western Beach View Carlsbad
National Multiple Sclerosis Society - 2007 Disney Team MS 150 Bike Tour
Motel 6 Carlsbad South
Quality Inn & Suites Carlsbad
National Multiple Sclerosis Society - 2007 Bill's Biker Backers Team for MS 150 Bike Tour
Ramada Suites Carlsbad
National Multiple Sclerosis Society - 2007 Saddle Soars Team for MS 150 Bike Tour
Inns of America Suites
National Multiple Sclerosis Society - 2007 Host Hotel for Staff & Volunteers
Courtyard by Marriott Carlsbad
National Multiple Sclerosis Society -2007 Preferred Accommodations MS 150 Bay to Bay Bike Tour
Best Western Beach View Carlsbad
Courtyard by Marriott Carlsbad
Grand Pacific Palisades
Hilton Garden Inn Carlsbad Beach
Holiday Inn Carlsbad-By-The-Sea
Inns of America Suites
La Quinta Cbad
Ramada Suites Carlsbad
West Inn & Suites Carlsbad
Motel 6 Carlsbad East
Quality Inn & Suites Carlsbad
Additional bookings reported by client that were not part of blocked rooms
Temple Missionary Baptist Church - 2007 Women's Retreat
Hilton Garden Inn Carlsbad Beach
2ND QUARTER FY 2007-2008 - TOTAL CONSUMED/TRAVELED BUSINESS
11/15/2007
11/30/2007
12/07/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/13/2007
10/25/2007
H Accounts
M
M
M
L
M
L
L
L
L
M
M
M
M
M
M
M
L
L
M
L
L
L
M
R-EVNT
N-SMRF
N-CONF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
R-SMRF
New=2
0
0
50
50
135
135
25
25
12
12
98
38
60
20
20
18
18
50
50
746
26
20
15
25
30
20
20
40
20
50
5
475
80
80
1434
90
100
75
50
24
196
40
36
100
1,492
85
2,288
0
0
118
118
107
107
15
15
12
12
93
38
55
20
20
17
17
50
50
728
26
5
3
15
19
6
19
40
65
50
5
475
75
75
1,235
90
100
80
30
24
186
40
34
100
1,456
83
2,223
$0
$0
$16,074
$16,074
$14,575.54
$14.576
$1,125
$1.125
$1,635
$1.635
$6,976
$2,850
$4,126
$1,500
$1 .500
$1,275
$1,275
$ 6,811
$6,811
$27,486
$3,542
$681
$409
$2,043
$2,588
$817
$1.425
$3.000
$8.854
$3,751
$375
$35.630
$10,217
$10,217
587,674
$2,263
$2,263
$4,501
$4,501
$4,081.15
$4,081
$150
$150
$458
$458
$928
$379
$549
$200
$200
$170
$170
$1,907.08
$1,907
$6,439
$992
$191
$114
$572
$725
$229
$190
$399
$2,479
$499
$50
$4.739
$2,861
$2.861
$23,956
$2,263
$2,263
$20,575
$20,575
$18,656.69
$18,657
$1.275
$1,275
$2,092
$2,092
$7,904
$3,229
$4,674
$1,700
$1.700
$1,445
$1,445
$8,718.08
$8,718
$33,925
$4,533
$872
$523
$2,615
$3,313
$1.046
$1.615
$3.399
$1 1 .334
$4.249
$425
$40.369
$13,077
$13,077
$111,629
Consumed History for Contracted Definite Accounts that Traveled to Carlsbad
Account & Contracted Properties
Contract Information
Event Date Property
Type*
Account Type
(N=oew/R=fqjeat
)
Blocked Room
Nights
Blocked
Attend.
Consumed/Reported History Value
Actual
Room Nights Actual Attend.Room Revenue*On-Property
Revenue*
Total Property
Revenne
3rd Quarter FY 2007-2008 - Consumed January 1 -March 31, 2008
In Motion, Inc. Event Marketing & Management - 2008 Carlsbad Marathon Preferred Accommodations
Courtyard by Marriott Carlsbad
Grand Pacific Palisades
Hampton Inn Carlsbad
Hilton Garden Inn Carlsbad Beach
Holiday Inn Carisbad-By-The-Sea
Homewood Suites Carlsbad
Inns of America Suites
La Costa Resort & Spa
La Quinta Cbad
Ramada Suites Carlsbad
Quality Inn & Suites Carisbad
In Motion, Inc. Event Marketing & Management - ADD ON HOTELS - 2008 Carlsbad Marathon Preferred Accommodations
West Inn & Suites Carisbad
Ocean Palms Beach Resort,
3RD QUARTER FY 2007-2008 - TOTAL CONSUMED/TRAVELED BUSINESS
01/18/2008
01/18/2008
2 Accounts
M
M
L
M
M
L
M
U
L
L
L
M
L
R-SMRF
R-SMRF
Repeat-2
New=n/a
1,354
235
40
200
100
200
200
60
80
64
70
105
180
80
100
1,534
2,708
360
3,068
1,169
235
7
200
4
200
200
20
80
48
70
105
100
0
100
1,269
2,338
200
2,538
$131,010
$32.012
$954
$15.002
$545
$27,244
$15,002
$2,724
$20,800
$3.600
$5,251
$7,876
$7,501
$0
$7,501
$138,511
$34,389
$8.963
$267
$1,995
$153
$7,628
$1,995
$763
$10,400
$479
$698
$1,048
$998
$0
$998
$35,387
$165,399
$40,975
$1,221
$16,997
$697
$34,872
$16,997
$3,487
$31,200
$4,079
$5.949
$8.924
$8,499
$0
$8,499
$173,898
Consumed History for Contracted Definite Accounts that Traveled to Carlsbad
Account & Contracted Properties
4th Quarter FY ,
American College of Chiropractic Orthopedists - 52nd Annual ACCO Convention
Sheraton Carlsbad Resort
California Association of REALTORS - California Association of Realtors
Sheraton Carlsbad Resort
Elite Racing - 2008 Carlsbad 5,000 Accommodations
Inns of America Suites
La Quinta Chad
San Diego Highland Games - Kay Hamilton School of Highland Dancing
Holiday Inn Carlsbad-By-The-Sea
4TH QUARTER FY 2007-2008 - TOTAL CONSUMEDATRAVELED BUSINESS
Contract Information
Event Date Property
Type*
007-2008 - Consumed A
04/11/2008
04/16/2008
04/03/2008
06/27/2008
4 Accounts
M
M
L
L
M
Account Type
(N=new/R=fepeat
)
Biocked Room
Nights
nril 1 -June 30, 2008
N-CONF
N-CORP
R-SMRF
N-SMRF
Repeat= 1
New=3
321
321
0
0
105
30
75
62
62
488
Blocked
Attend.
125
400
5,000
60
5,585
Consumed/Reported History Value
Actual
Room Nights
321
321
0
0
39
30
9
20
20
380
Actual Attend.
125
400
78
21
624
Room Revenue*On-Property
Revenue*
$43,727
$43,727
$0
$0
$2,925
$2,250
$675
$2,724
$2,724
$49,376
$12,243
$12,243
$23,500
$23,500
$389
$299
$90
$763
$763
$36,895
Total Property
.Revenue
$55,970
$55,970
$23,500
$23,500
$3,314
$2.550
$765
$3,487
$3,487
$86,272
Average Daily Rates and Meals and Incidentals
(Information Provided by Cheryl Gerhard! with the City of Carlsbad on 4/20/2007)
Upscale
Four Seasons Aviara
La Costa Resort and Spa
Moderate
Residence Inn San Diego Carlsbad
Tamarack Beach Resort
Grand Pacific Palisades Resort
Inns of America Suites Carlsbad
Courtyard San Diego Carlsbad
Ocean Palms Beach Resort
Best Western Beach View Lodge
Beach Terrace Inn
Holiday Inn Carlsbad By The Sea
Carlsbad Inn Beach Resort
West Inn & Suites @ Carlsbad
Olympic Resort Hotel & Spa
Hilton Garden Inn Carlsbad Beach
ADR(1) M&l(2)
$260.00
$260.00
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
$136.22
50% of ADR
50% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
28% of ADR
Limited Service
Carlsbad Lodge
Travel Inn
Super 8 Carlsbad
Scandia Motel
Extended Stay America
Surf Motel
La Quinta Inns Carlsbad
Motel 6 Carlsbad East
Ramada Suites Carlsbad
Quality Inn Carlsbad
Motel 6 Carlsbad South
Motel 6 Downtown
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$75.01
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
$10(13%)
per room night
per room night
per room night
per room night
per room night
per room night
per room night
per room night
per room night
per room night
per room night
per room night
(1) Based on Smith Travel Research 2006 Average Daily Rates
(2)Based on infromation supplied by the industry