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HomeMy WebLinkAbout2009-02-17; Carlsbad Tourism Business Improvement District; 02-09-41; Reint Reinders ReportCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# MTG. DEPT. 02-09-41 2-17-09 Admin Services Report from Reint Reinders & Associates CTBID STAFF GENERAL COUNSEL RECOMMENDED ACTION: 1. Receive report from Reint Reinders & Associates and discuss recommendations and direct staff appropriately. 2. Adopt Resolution 2009-1 extending contract with Reint Reinders & Associates an additional four months and appropriating $40,000 from reserves. ITEM EXPLANATION: The CTBID Board contracted with Reint Reinders & Associates (RR&A) to develop marketing strategies and programs that will strengthen the tourism activities within Carlsbad. RR&A's initial recommendations (Phase I) were presented to the CTBID Board at the August 26th meeting. The Board extended RR&A's contract through November 30, 2008 and requested that they return to the Board with recommendations on the best strategy for deploying available CTBID funds for marketing the destination of Carlsbad (Phase II). RR&A presented an overview of their recommended strategy for the remainder of the 2008-2009 fiscal year at the October 14th Board meeting and the Board authorized them to procure the assistance of Mindgruve advertising agency in preparing a detailed marketing and branding plan. At the November 24th meeting the Board extended RR&A agreement for the three months ending February 28, 2009. RR&A submitted the proposal, shown at Exhibit 1, for a four month contract extension ending June 30, 2009. The CTBID Board should receive the report from RR&A and discuss the proposal. Following the discussion, if the Board would like RR&A to continue with phase II of the project they will need to adopt the attached resolution extending the contract an additional 4 months at a cost of $10,000 per month. This will extend their contract until June 30, 2009 (the end of the fiscal year), at which time they plan to have the new Destination Marketing Organization (DMO) in place. FISCAL IMPACT: The CTBID's 2008-09 Budget has a $0 contingency fund and a $230,000 available fund balance for a total of $230,000 in available funds. ENVIRONMENTAL IMPACT: This action does not approve any projects that will have a physical adverse affect on the environment so it falls within the general rule under CEQA that this is not a project (CEQA Regulation 153789(b)). EXHIBITS: 1. RR&A's proposal to complete the CTBID Board Assignment 1. Resolution 2009-1 extending contract with RR&A and appropriating funds. DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, cgerh@ci.carlsbad.ca.us FOR CLERKS USE ONLY. BOARD ACTION: APPROVED M CONTINUED TO DATE SPECIFIC D DENIED 'D CONTINUED TO DATE UNKNOWN D CONTINUED D RETURNED TO STAFF D WITHDRAWN D OTHER - SEE MINUTES D AMENDED D EXHIBIT 1 RR&A's proposal to complete the CTBID Board Assignment We are entering the final 4 months of the Carlsbad DM0 Fiscal 2008-2009 year. RR&A's contract with the CTBID Board ends on February 28, 2009. We are recommending strongly that RR&A be retained for the period covering March 1-June 30, 2009. The goal is to have in place by July 1, 2009 a newly formed Destination Marketing Organization ("DM0") with a new executive as leader and a new 2009-2010 Business Plan and Budget. The new DMO will have a 501C-6 structure of incorporation and will be completely aligned with the CTBID. To get to this final structure RR&A suggests that a "transition team" be formed so that RR&A will have the support of a working group to achieve the goals of the CCVB, the CTBID and the Carlsbad tourism community at large. The goal will be to create an aligned tourism community lead by the CTBID, supported by the City and with a DMO organization - - solely functioning to execute the marketing and business plans and to drive demand and business to the Carlsbad lodging industry. As a critical part of this transition will be RR&A's overseeing of the $350K Mindgruve marketing initiative which is fully underway. This campaign will deliver a new "brand Strategy" for Carlsbad and will introduce a new look and feel of the brand together with new visuals, an enhanced Internet strategy, and many other components of the plan. RR&A should work with the transition team to write new Bi-Laws appropriate for the new DMO structure and operation. EXHIBIT 1 RR&A should conduct the search for the executive director who will head up the new DM0. The transition team to function as the "search committee" and through the process will vet and then present a candidate to be approved formally by the CTBID Board. RR&A to work with the transition team to develop a 2009-10 budget and the Business Plan. These plans should be presented and then formally approved by the CTBID Board in June 2009. The Alternative proposal to the above It is possible for the CTBID Board to take a different approach to the task at hand. The CTBID Board could decide at this time to approve the formation of a DM0, which would be formed to become the marketing agency to execute the marketing plans approved by the CTBID Board. At present there is already in place one such plan - - the Mindgruve $350K Campaign, The Board could appoint RR&A as the interim Executive of the DM0. The CTBID Board to hire RR&A for the period covering March 1 - June 30, 2009. At that time the Board could expect the new DM0 to be fully operational with a newly hired executive director at the helm. RR&A would be responsible for the Search for the new executive director and the CTBID Board would select the final candidate from the recommended choices offered by RR&A. RR&A would continue to supervise the execution of the Mindgruve plan and would report the results to the CTBID Board at the appropriate meetings. EXHIBIT 1 RR&A would develop the budget and business plan until such time as the new executive director would be in place, RR&A would set up the operational structure of the new 501 C-6 with Bi-Laws and articles of incorporation. RR&A would advise the CTBID Board on the 2009-10 budget and which programs and/or organizations should be funded and at what levels. Carlsbad Destination Marketing Organization Position Description POSITION: Chief Executive Officer CLASSIFICATION: Full Time REPORTS TO: Carlsbad DMO Board JOB SUMMARY:The Carlsbad DMO is a private, non-profit organization whose mission is to market the Carlsbad destination. The CEO shall have full executive and administrative authority to conduct the operations of the Carlsbad DMO, provided that his/her exercise of such authority shall at all times be subject to and consistent with the bylaws of the Carlsbad DMO and the policies and directives adopted and prescribed by the DMO Board of Directors. QUALIFICATIONS: Must have a bachelor's degree, preferably in the areas of marketing, business or travel and tourism. Must be familiar with leveraging the web for maximum destination exposure. Five years in the visitor industry is necessary. Previous managerial, budget and marketing experience required. In depth understanding of the tourism industry and its distribution channels necessary. Requires excellent written and oral communication skills. DUTIES AND RESPONSIBILITES: • Supervise and direct all paid staff members and contractors of the DMO. Maintain high level of staff productivity and effectiveness. Provide monthly reports to the DMO board regarding operations and progress toward meeting annual goals. • Select and dismiss staff members. • Provide direction and manage the compensation and benefits of the staff. Ensure that all personnel policies, practices and procedures are fair and consistent. • Develop and maintain strategic alliances with city government, community leaders, hotel general managers, local travel and tourism leaders and media to optimize the marketing efforts of the DMO. Utilize these alliances to identify and fill customer needs. Prepare the annual DMO operating budget and provide monthly reports to the DMO Board. Provide the CTBID Board with the annual request for funding for the upcoming fiscal year. Provide the CTBID Board with quarterly financial reports. Develop and oversee a marketing plan to accomplish the goals and objectives of the DMO each year and present it to the DMO Board for approval. This marketing plan will be developed with input from the CTBID Board as well as the DMO Board. Work closely with chosen advertising agency to optimize Internet and printed media exposure utilizing the Carlsbad "brand". CEO shall act as spokesperson for the DMO and actively participate in local community organizations. Perform other such duties and responsibilities as shall be assigned to him/her by the DMO Board. EXHIBIT 2 1 RESOLUTION NO. 2009- 1 2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT, AUTHORIZING THE CHAIRPERSON TO ENTER 4 INTO AN AGREEMENT FOR PROFESSIONAL SERVICES WITH REINT REINDERS & ASSOCIATES 5" 6 WHEREAS, the City Council of the City of Carlsbad adopted Ordinance No. NS-778 7 enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15, 2005 thereby creating the Carlsbad Tourism Business Improvement District (CTBID); and 9 WHEREAS, the primary purpose of the CTBID is to promote tourism and provide 10 services to visitors to the City of Carlsbad; and 11 WHEREAS, the City Council has authorized the Board of Directors of the CTBID to 12 conduct the business of the CTBID in the time, place and manner that best suits the needs of the 13 Board of Directors of the CTBID, subject to the control of federal, state and local laws governing 14 the activities of a Business Improvement District; and 15 WHEREAS, the City Council has provided the Board of Directors with the ability to 16 contract for services necessary to carry out the purpose of the CTBID; and 17 WHEREAS, Mr. Reint Reinders, by virtue of his extensive experience in the hospitality 18 industry, marketing background, deep understanding of the tourism industry, and long tenure with 19 several successful hotel operations, is uniquely qualified to provide marketing and other 20 consulting services to the CTBID; and 21 WHEREAS, the CTBID contracted with Reint Reinders and Associates (RR&A) for 22 Phase I of a marketing study; and 23 WHEREAS, Reint Reinders & Associates completed phase I of the study and has 24 submitted a proposal for phase II dated August 8, 2008; and 25 WHEREAS, the CTBID Board contracted with RR&A for six months of phase II: and 26 WHEREAS, Reint Reinders & Associates completed 6 months of phase II and the Board 27 would like to extend those services an additional four months at a cost of $10,000 per month for 28 a total cost of $40,000; NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad Tourism Business Improvement District, as follows: 1 . That the above recitations are true and correct. 2. That the CTBID General Counsel is directed to draft the documents necessary to enter into an agreement with Reint Reinders & Associates to provide all, or part of the services described in the proposal dated August 8, 2008, as may be deemed necessary by the CTBID Board. 3. That the CTBID Chairperson is hereby authorized to an agreement between the CTBID and Reint Reinders & Associates in a form acceptable to the CTBID General Counsel for the procurement of the described services. 4. That $40,000 shall be appropriated from CTBID reserves to fund the contract extension. -2- /// PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of Directors of the Carlsbad Tourism Business Improvement District on the l^&av of 2009, by the following vote to wit:February AYES: Board Member Shute, Stripe, Cima, Howard-Jones and Becerra. NOES: None. ABSENT: Board Member Canepa. APRIL SHUTE Chairperson ATTEST: LORRAINE WOOD Pro Tern Clerk of the Carlsbad Tourism Business Improvement District -3-