HomeMy WebLinkAbout2009-05-19; Carlsbad Tourism Business Improvement District; 05-09-45; Approve contract with Reint Reinders and AssocCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
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Approve Contract with
CTBID STAFF (J^^
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Reint Reinders & Associates COUNSEL
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RECOMIVIENDED ACTION:
1. Adopt Resolution 2009-5 extending contract with Reint Reinders & Associates an additional
twelve months for a total cost of $72,000.
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 1) were presented to the CTBID Board at the August 26**^ 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 14^*" 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 24^^ meeting the
Board extended RR&A agreement for the three months ending February 28, 2009. At the
Feburay 17, 2009 meeting the Board extended the RR&A agreement an additional 4 months
ending June 30, 2009 at which time the newly formed DMO would be In place. RR&A has
submitted a proposal, shown at Exhibit 1, for a twelve month contract extension ending June 30,
2010. The proposed services would include monitoring the execution ofthe action plan by the
new executive of the Carlsbad Convention and Visitors Bureau (dba VisitCarisbad) director and
reporting back to the CTBID Board.
The CTBID Board should review the proposal from RR&A and discuss the proposal. Following
the discussion, if the Board would like to retain RR&A's services they will need to adopt the
attached resolution extending the contract an additional 12 months at a cost of $6,000 per
month. This will extend their contract until June 30, 2010 (the end of the next fiscal year).
FISCAL IMPACT:
The CTBID's 2009-10 proposed Budget includes $72,000 to fund this contract
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. Resolution 2009-5 extending contract with RR&A .
DEPARTMENT CONTACT: Cheryl Gerhardt. 760-602-2409, cqerhjS^ci.carlsbad.ca.us
FOR eny CLERKS USE ONLY, x „ QPFCIFIC •
BOARDACTION: APPROVED K IS St« fiSwN •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN O OTHER - SEE MINUTES •
AMENDED • —
KXHIBIT 1
1 RESOLUTION NO. 2009-5
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
5 WHEREAS, the City Council ofthe City of Carisbad adopted Ordinance No. NS-778
7 enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15,2005 thereby creating
g 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 lo
12 conduct the business ofthe CTBID in the lime, place and manner that besl suits the needs ofthe
13 Board of Directors ofthe CTBID, subject to the control of federal, state and local laws goveming
14 the activities of a Business Improvement District; and
15 WHEREAS, the City Council has provided the Board of Directors with the ability to
15 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
1 g industry, marketing background, deep understanding of the tourism industry, and long tenure
19 with several successful hotel operations, is uniquely qualified to provide marketing and other
20 consulting services to the CTBID; and
21 WHEREAS, the CTBID contracted wilh Reint Reinders and Associates (RR&A) for
22 Phase I and Phase II of a marketing study; and
23 WHEREAS, Reint Reinders & Associates completed phase I and phase II of the study
24 and has presented his recommendations to the CTBID Board; and
25 WHEREAS, the Board would like to hire RR&A to implement those recommendations
25 for an additional twelve months at a cost of $6,000 per month for a total cost of $72,000;
27 NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
2g Tourism Business Improvement District, as follows:
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1. That the above recitations are true and correct.
2. That the CTBID Chairperson is hereby authorized to sign the agreement between the CTBID and
Reint Reinders & Associates approved as to form by General Counsel.
3. That $72,000 shall be appropriated in the 2009-10 CTBID budget to fund the contract extension.
PASSED, APPROVED AND ADOPTED at a Special Meeting ofthe Carlsbad Tourism
Business Improvement District Board of Directors on the 19* day of May 2001, by the follovydng
vote, to wit:
AYES: Board Members Stripe, Becerra, Canepa.
NOES: None.
ABSENT: Board Members Shute, Cima, Howard-Jones.
ABSTAIN: Board Member Nayudu.
ATTEST:
AMENDMENT NO. 4 TO EXTEND AND AMEND AGREEMENT BETWEEN
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AND REINT
REINDERS & ASSOCIATES FOR MARKETING AND CONSULTING SERVICES
This Amendment No. 4 is entered into and effective as of July 1, 2010 extending and
amending the original agreement dated April 14. 2008 (the "Agreement") by and between the
Carisbad Tourism Business Improvement District ("CTBID"), and Reint Reinders & Associates
(RR&A), ("Contractor") (collectively, the "Parties") for mariceting study and consulting sen/ices.
RECITALS
A. On September 1, 2008 the Parties executed Amendment No. 1 to the Agreement
for Phase 11 of the marketing study; and
B. On December 1, 2008 the Parties executed Amendment No. 2 to the Agreement
for Phase 11 of the marketing study; and
C. On March 1, 2009 the Parties executed Amendment No. 3 to the Agreement for
Phase 11 ofthe mariceting study; and
C. The Parties desire to extend the Agreement for a period of twelve months; and
D. The CTBID has reviewed the proposal submitted and finds the services provided by
RR&A to be a benefit to CTBID and desires to amend the current Agreement's scope of woric to
include the monitoring of the execution of their recommendations as proposed in the attached
Exhibit "A"; and
E. The RR & A, it's principal Reint Reinders and it's associate Christine ShImasakI, by
virtue of their extensive experience in the hospitality industry. DMO industry, tourism marketing
backgrounds and long tenure with several successful hotel operations and DMOs are uniquely
qualified to provide mariceting and other consulting sen/ices to the CTBID for the 2009-2010
budget year.
R The Parties have negotiated and agreed to the scope of woric and fee schedule,
which will commence on July 1, 2009 for twelve (12) months ending on June 30. 2010. The fee
will be a maximum of $6,000 per month for twelve (12) months, not to exceed a total of $72,000.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained
herein, City and Contractor agree as follows:
1. In addition to those services contained in the Agreement, as may have
been amended from time to time, Contractor will provide those services described in Exhibit "2".
2. City will pay Contractor for all work associated with those services
described in Exhibit "A" on a houriy basis at two hundred dollars per hour ($200) not-to-exceed
six thousand dollars ($6,000) per month for twelve months, not to exceed a total of seventy two
thousand dollars ($72,000). Contractor will provide City, on a monthly basis, copies of invoices
sufficiently detailed to include hours performed, houriy rates, and related activities and costs for
approval by City
3. Contractor will complete all work described in Exhibit "A" by June 30,
2010.
City Attomey Approved Version #05.22.01
.0
4. All other provisions of the Agreement, as may have been amended from
time to time, will remain in full force and effect.
5. All requisite insurance policies to be maintained by Contractor pursuant to the
Agreement, as may have been amended from time to time, will inciude coverage for this
Amendment.
6. The individuals executing this Amendmenl and the instruments referenced in it
on behalf of Contractor each represent and warant that they have the legal power, right and
actual authority to bind Contractor to the terms and conditions of this Amendment.
CONTRACTOR
*By:
^By:
(sign here)
(print name/title)
(e-mail address)
(sign here)
(print name/fitle)
CITY OF CARLSBAD, a municipal
corporation of the State of California
By:
CTBID Chairperson
ATTEST:
LORRAINE M. WOOD
City Clerk
(e-mail address)
If required by City, proper notarial acknowledgment of execution by contractor must be
attached. If a Corporation. Agreement must be signed by one corporate officer from each of the
following two groups.
*Group A.
Chairman,
President, or
Vice-President
'Group B.
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or assistant
secretary under corporate seal empowering the officer(s) signing to bind the corporation.
APPROVED AS TO FORM:
RONALD R. BALL, CTBID General Counsel
By:
General Counsel City Attomey Approved Version #05.22.01
EXHIBIT "A"
SCOPE OF SERVICES AND FEE
The scope of sen/ices proposed to be delivered by RR&A team includes, but not limited to the
following key deliverables:
1. Develop a new 2009-2010 VisitCarisbad business plan inclusive of sales and mariceting
strategies and budget.
2. Monitor the execution of the action plan by the new VisitCarisbad executive director and
advise on adjustments to the program of work, depending upon performance measures
and results.
3. Monitor the VisitCarisbad branding initiative to ensure proper execution and
embracement of the brand by the local tourism community.
4. Supervise the "Endless Summer" contractual agreement between CTBID and Mindgruve
and ensure follow-through on alt deliverables and results.
5. Supervise the contractual agreements for interactive media, web development, public
relations, special promotions, group sales and mariceting activities, and online
resen/ations.
6. Launch a commission-free group meetings lead generation initiative for Carisbad in the
national meetings market through Destination Marketing Association Intemational
(DMAI).
7. Mentor the new VisitCarisbad executive director to maximize the CTBID's investment in
the new organization.
8. Initiate, in conjunction with the hotel community, the implementation of the 1994 BID Act,
which allows, upon approval, for the BID to operate on a five-year cycle versus the
curent year-to-year cycle.
9. Leverage relationships with regional VisitCarisbad (i.e., ConVis and San Diego North) to
enhance inclusion in broader marketing initiatives.
10. Upon request, provide consulting services to the VisitCarisbad Board of Directors on
sales and mariceting strategies for Carisbad.
11. RR&A to meet with and report monthly and/or quarteriy with the CTBID Board, orally
and/or in writing, at the request of the CTBID Board.
12. Phase III fee for RR&A services will be $6,000 per month and consist of a maximum of
30 hours per month, at the rate of $200 per hour; to be billed monthly.
City Attomey Approved Version # 05.22.01