HomeMy WebLinkAbout2009-07-16; Carlsbad Tourism Business Improvement District; 07-09-46; CTBID Grant RequestsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 07-09-46
CTBID Grant Requests
CTBID STAFF
MTG. 7-16-09 CTBID Grant Requests GENERAL
COUNSEL
DEPT. Admin
Services
RECOMMENDED ACTION:
1. Review and consider funding CTBID grant applications from In Motion Events and ArtSplash.
2. Adopt Resolution No. 2009-6 allocating amounts to be detennined to the organizations
identified.
ITEM EXPLANATION:
At its 3-18-08 meeting, the CTBID board approved the guidelines to establish a fonnal grant
program. As stated in the guidelines (shown at Exhibit 1), the objectives ofthe grant program are
to:
. Fund projects or events that are going to Increase the overnight stays In hotels;
. Encourage the development of innovative tourism products;
. Promote collaboration within and across sectors of the tourism industry;
. Reach Important travel segments such as multicultural, family and senior markets;
. Strengthen the marketing capacity of our partnering organizations; and
. Combine the resources of the CTBID and its tourism partners to leverage their collective
mariceting efforts.
The board appropriated $20,000 in their 2009-10 budget to fund these grants. The grant
applications were due by July 1*^. Two applications were received. One was from In Motion
Events, the producers ofthe Carisbad Marathon. They are requesting $10,000 to fund a new
mariceting program directed at runners and walkers outside San Diego County but driving
distance to Carisbad. (see application at Exhibit 2) The other request was from ArtSplash, the
producers of an annual two-day arts and music festival in Carisbad. They are requesting $7,200
to underwrite the cost for advertisements in out-of -town broadest outlets, and Internet campaign,
and a media consultant to wreite and distribute professional press releases, (see application at
Exhbit 3)
FISCAL IMPACT:
The CTBID 2009-10 Budget contains an appropriation of $20,000 for CTBID Grants. No further
appropriation is required.
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. CTBID Grant Guidelines.
2. In Motion Events CTBID grant application.
3. Artsplash CTBID grant applicaton.
4. Resolution No. 2009-6 allocating funding to the organizations identified.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409. caerh@ci.carisbad.ca.us
FOR CITY CLERKS USE ONLY.
BOARD ACTION: APPROVED CONTINUED TO DATE SPECIFIC •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN • OTHER-SEE MINUTES •
AMENDED •
BlHIBlT I
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT
GRANT PROGRAM GUIDELINES AND APPLICATION
I. ABOUT THE GRANT PROGRAM
The Carlsbad Tourism Business Improvement District (CTBID) Grant Program is a program
developed by the CTBID, an assessment district created by the hotels in Carlsbad to administer
marketing and visitor programs to promote the City of Carlsbad as a tourism visitor destination and
to fund projects, programs, and activities. Including appropriate administrative charges, that benefit
hotels within the boundaries of the District. The objectives of the grant program are to:
Fund projects or events that are going to increase the overnight stays in hotels;
Encourage the development of innovative tourism products;
Promote collaboration within and across sectors of the tourism industry;
Reach important travel segments such as multicultural, family and senior markets;
Strengthen the marketing capacity of our partnering organizations; and
Combine the resources of the CTBID and its tourism partners to leverage their collective
marketing efforts.
The grant program was created by the CTBID Board in 2008 setting aside 5% of the CTBID budget
for grant awards beginning with the 2008-09 Budget.
In Fiscal Year 2009-10, up to $20,000 will available for grant awards.
II. TYPES OF PROJECTS SUPPORTED
CTBID Grants generaily funds out-of-reglon marketing projects including festivals, perfomiing &
fine art events, sporting events, youth events and history & heritage events.
A primary goal of the program is to promote overnight stays; therefore, one-day events are
ineligible for support. Added weight is given to projects that include a hotel tie in (6.g. special
rate or package) and projects with high attendance.
III. ABOUT GRANT ELIGIBILITY
The lead organization applying for CTBID grant funds must be:
• An organization with a significant interest in the promotion of a tourist
destination/attraction/activity, or regional tourist promotion agency.
• Promoting a destination/attraction/activity that takes place in Carisbad.
The proposed project must occur between July 1,2009 and June 30,2010.
Grant recipients will be required to:
• Sign a letter of agreement binding their organization(s) to the terms and conditions set forth
in the funding guidelines, project proposal, and grant contract
• Obtain pre-approval from CTBID Board for the media plan, advertising and collateral design
paid for by the grant
• Acknowledge CTBID funding on advertising materials
• Submit a final report detailing the results of the project
Grants are awarded annually and must be matched by the grantee organization one dollar per
dollar awarded.
IV. ABOUT EUGIBLE MARKETING ACTIVITIES AND EXPENSES
Grant funds may be used for the following marketing-related pun^oses only:
• The purchase of recognized and audited out-of-region media advertising
(Includes print and broadcast media)
• Printing and mailing costs for collateral materials
(Including guides, directories, and direct mail materials)
• Mailing costs for direct mail campaigns
• Creative costs up to 20 percent of the total amount of the grant
• Web related costs, including web based advertising and development of new sections to
existing web sites
• Marketing efforts above and beyond normal mariceting done in the past
v. ABOUT INELIGIBLE MARKETING ACTIVITIES AND EXPENSES
The following activities cannot be covered by grant funds:
• Staffing or personnel costs
• Outdoor advertising (billboards and other and other unaudited media)
• Travel, food, lodging and/or entertainment expenses
• Expenses not directly related to the approved program
VI. ABOUT AWARD CRITERIA
Projects will be selected based on whether the project meets the goals and objectives of the CTBID
and the following criteria:
Compelling nature of the project and its potential Image impact for the region
Potential to attract significant numbers of visitors and to generate overnight stays
Strength of mariceting and public relations plan, including partnerships
Likelihood that project will receive publicity outside San Diego maricet
Organizational capacity for and commitment to mariceting
Potential to complement and enhance the CTBID's regional mariceting
VII. ABOUT THE PROPOSAL REVIEW PROCESS
During the first year of the grants the CTBID Board will review grant applications. Applicants may
be interviewed or asked to provide additional information as part of the review process. CTBID's
board of directors approves final grant recipients.
VIII. ABOUT DISTRIBUTION OF FUNDS AND GRANT REPORTING
Funds are disbursed on a reimbursement basis. CTBID will reimburse grantees upon receipt of
the final report detailing the results of the project along with copies of the pre-approved
advertisements and collateral materials supported through the grant. The request for payment will
accompany the final report and will include a detailed account of grant related and matching
expenses.
Carlsbad Tourism Business Improvement District
GRANT APPLICATION
Submit to: Due Date July 1,2009
Carlsbad Tourism Business Improvement District
Attn: Cheryl Gerhardt, Administrative Services Department
1635 Faraday Avenue
Carlsbad, CA 92008
Or Fax to 760-602-8533 or email chgryLgerhardt@carlsbadca.gov
Questions? Call Cheryl Gerhardt 760-602-2409
Please complete the following application. You may attach additional pages if necessary.
Name of
Applicant:.
Address:
Phone: ( )
Coniact 1 . —
name P^^^^
Federal Tax ID # or Social Security #:.
Amount of Grant Request: $
Program Description/Scope (please use additional pages if necessary but no more than
3)1
Describe your program:
How will the program benefit Carlsbad tourism?
Projected #of out of town visitors.
Projected # of ovemight stays
Applicant Background;
This applicant is a (an):
• Non - Profit • Local Public Agency
• For-Profit • Individual
• Other
Years in Business:
Number of Employees:
Number of Volunteers:
(Please attach an organization citart, if available.)
Names of Officers and Board of Directors:
Name: Title:
Experience in Program Area;
Financial Capabilities/Budget:
Current funding sources and levels (identify source of matchmg funds):
Reporting Requirements; ^oxrx n r
A report on how the funds were spent will be required to be filed with the CTBID. Proot
of program expenses (ie receipts) are required to be held for two years during which time
the CTBID reserves the right to audit the records.
We agree to adhere to the reporting requirements described above. Yes • No •
Other Requirements
Grant recipients will be required to recognize on all printed material that grant program is
funded in part by the CTBID.
Certification: u u .
I, the undersigned, do hereby attest that the above information is true and correct to the best
of my knowledge.
Signature Title Date
Grant Application Timetable
June 1,2009 Grant guidelines available
July 1,2009 Grant applications due to City office by 5 p.m.
July 2009 Grant applications reviewed
August 2009 Grant recipients announced
Carlsbad Tourism
Business Improvement District
GRANT APPLICATION
Submitted on June 30,2009 to:
Carlsbad Tourism Business Improvement District
Attn: Cheryl Gerhardt, Administrative Services Department
1635 Faraday Avenue
Carlsbad, CA 92008
Applicant: Carlsbad Marathon (a DBA of In Motion Inc)
Address: 6116 Innovation Way, Carlsbad, CA 92009
Email lynn@inmotionevents.com
Contact: Lynn Flanagan
Phone: 760-692-2900
Federal Tax ID: #33-0142668
Amount of Grant Request: $10,000
Program Description/Scope
The Carlsbad Marathon has been a valuable Carlsbad asset since 1991 when In Motion, Inc was
invited by the former City Manager, Ray Patchette, to relocate the event from the City of San
Diego to Carlsbad.
The event has grown each year in terms of participants, auxiliary events, and awareness.
The Marathon is now accompanied by a very popular half marathon, the Keebler Kids Marathon
Mile (one of the largest children's running events in California) and the three day Health and
Fitness Expo which is considered one of the best Marathon Expos in the country.
In spite of the down turn in the economy, last year's race drew over 10,000 runners and walkers
while the Keebler Kids Marathon Mile provided 2,500 children the opportunity to run through
Legoland, and the three day Health and Fitness Expo had nearly 20,000 visitors.
Page 1 of 4
Participants come to the Carlsbad Marathon from across the coimtry and around the world with
fifty-five percent coming firom San Diego County. Another thirty-two percent come from other
areas of Califomia and the remaining thirteen percent come from forty-eight states and fifteen
other countries.
Completing a Marathon or a Half Marathon requires a major commitment including six months
of training and it appeals to an attractive market - active, affluent, achievers. They enjoy
traveling and have the disposable income to combine travel with tiieir passion - Marathoning.
In addition to the participants, hundreds of vendors descend on Carlsbad on race weekend to
display, demonstrate and sell their fitness products at the Health and Fitness Expo. Event
sponsors often attend with regional and national representatives to see how their marketing
dollars are being spent. They sometimes bring their families for a fun-filled weekend (or longer)
in the beautiful seaside village of Carlsbad.
Several additional features of the Carlsbad Marathon add to the value ofthe event. Our Official
Charity program will provide twenty non-profit organizations with a vehicle to raise funds and
awareness for their programs. Last year nearly $500,000 was raised through this program and
every peimy went directly to these non-profit organizations.
Run for Your School was introduced two years ago to help schools raise funds by entering teams
in the Keebler Kids Marathon Mile. A portion of each entry fee goes back to the schools who
participate. Through this program, area schools are not only raising funds but also improving the
fitness level of their students.
In Motion also offers a six month training program. In Motion Fit, which annually draws over six
hundred runners and walkers from very beginners to long time marathoners and prepares them
for the Marathon or Half Marathon. Many of the members are Carlsbad residents. There is no
question that the Carlsbad Marathon contributes to the overall health and fitness ofthe
community.
How will the program benefit Carlsbad tourism?
The Carlsbad Marathon will benefit Carlsbad Tourism in several ways:
Bv filling hotel rooms on race weekend.
The Carlsbad Marathon recently signed a contract with Christine (3hezzi of Global Event
Solutions to provide travel services for participants and to serve as a liaison between hotels and
the Carlsbad Marathon. This will allow us to accurately track the number of room nights booked
as a result of the event.
Bv promoting Carlsbad as a beautiful vacation destination
The pre-event advertising and the event coverage present Carlsbad in a very favorable light and
showcase it as a great place to plan a wdnter get-away. Afrer visiting Carlsbad for the Marathon,
many participants decide to make a retum visit to vacation and see more of North County.
Page 2 of4
Bv highlightmg Carlsbad to targeted near-bv markets
Because of the downturn in the economy we expect Marathoners to choose events that offer the
fun and excitement of travel without the expense of rising airfares. If we are awarded a CTBID
grant we will use the money to *'seH" the Carlsbad Marathon to nearby markets including
Orange, Los Angeles, Riverside and San Bernardino counties as well as Arizona and Las Vegas.
We will also promote more race related and local activities and attractions to encourage
marathoners to spend more time in Carlsbad.
Projected U of out of town visitors: 5,500
Projected # of room nights: 1,500 -1,750
Applicant Background;
In Motion, Inc. is a for-profit corporation based in Carlsbad. Lynn Flanagan is a Carlsbad
resident.
Years in Business: 28
Number of Employees: four full time, four part-time, and a weekend crew of 15-20
Number of Volunteers: 1,700+
Names of Officers and Board of Directors:
Lynn Flanagan President
Christine Flanagan Adams CEO
Ellen Flanagan Larson Vice President
Pat Flanagan Director of Sales and Marketing
Experience in Program Area;
We have been producing the marathon since 1986 and moved it from San Diego to North County
in 1991. We have 28 years of experience in every aspect of race management including
logistics, marketing, sponsorship, public relations and volunteer management.
We have an excellent relationship with the City of Carlsbad and work closely with City staff to
make the Carlsbad Marathon a very positive and valuable experience for the participants, the
City of Carlsbad, its citizens and busmesses. Our success is a direct result of our commitment to
excellence and our ability to work as a team with the City of Carlsbad.
Financial Capabilities/Budget:
We are a very stable company, in business since 1981. We have excellent credit and a healthy
reserve to produce this event which has a budget of just over $350,000. Our funding comes from
entry fees, expo vendor fees and sponsorship.
We also have long term contracts with a number of clients for whom we produce other events.
These clients, who pay us a monthly fee, including Komen San Diego Race for the Cure, Komen
Orange County Race for the Cure, Rady Children's Hospital, and the San Diego Zoo. We would
be happy to supply letters of reconunendation or proof of our financial stability if required.
Page3of4
Reporting Requirements;
A report on how the grant funds have been spent will be filed with the CTBID by In Motion, Inc.
We understand that proof of program expenses (ie receipts) are required to be held for two years
during which time the CTBID reserves tiie right to audit the records.
In Motion, Inc agrees to adhere to the reporting requirements provided by the CTBID.
Other Requirements;
The Carlsbad Marathon will recognize the CTBID for their fimdmg on all race related printed
marketing materials.
Certification:
I, die undersigned, do hereby attest that the above information is tme and correct to the best
of my knowledge.
Page 4 of4
Carlsbad Tourism Business Improvement District
GRANT APPLICATION
Submit to: Due Date July 1,2009
Carlsbad Tourism Business Improvement District
Attn; Cheryl Gerhardt, Administrative Services Department
1635 Faraday Avenue
Carlsbad, CA 92008
Or Fax to 760-602-8533 or email chervLgcrhardt^carlsbadca.gov
Questions? Call Cheryl Gerhardt 760-602-2409
Please complete the foliowing application. You may attach additional pages if necessary-
Name of Applicant: ArtSplash
Address: 5620 Paseo del Norte. #127-442
Carisbad CA 92008-4483
Phone: r760W36-2828 Email: joni(5),c^ltas.com
Contact: Joni Miringoff (760)436-2828
name phone
Federal Tax ID # or Social Security #: 20-0489191
Amount of Grant Request: $7,200
Program Dcscription/Scope (please use additional pages if necessary but no more than S)i
Describe vour proeram:
ArtSplash is an all volunteer, non-profit organization that produces a popular annual arts
and music festival in Carlsbad to raise funds for art and music programs in Nortii County
schools. ArtSplash was founded by members of tiie North County conununity in 2001 and
established as a 501 (c)(3) non-profit organization. The two-day festival tiiat began as a
ArtSplash CTBlD 2009 Appldoc 3 29 June 2009
means to develop, promote and celebrate the visual and performing arts and culture in
ScoinisiS; Diego, has grown into one of North Ws m^«^^
Demonstration and hands-on activities are presented to engage visitors of all ages, mor
SSresc'ted a wide variety of activities including violin T^-e. ^
5iti art. paper-bag hat making, art glass mosaic, c«us a<^, sculpture m cky. stone and
bronze, live music and dance, as well as our centerpiece chalk art.
Three years ago. we added the popular Taste al ArtSplash showcasing local restaurants
a sS^ ^ssion fee. Tasting events in surrounding c ties have prov«^to be
I^J^ssfZonetarily and in popularity. ArtSplash now "f^'y^^'^^^^^
visitors ftom San Diego. Riverside. Orange and Los Angeles coum^^^ SSas
nartnetship with local organizations, artists, and local city government, ArtSplash has
hS^ Ece arts iucatipn. support local artists, and create an movative event for
regional residents of all demographics.
The ArtSplash Board of Directors and Committee is committed to offering the fwtival with
incS hotels, our local destination marketing orgamzation VisitCarlsbad and The
Flower Fields.
ArtSplash is requesting CTBID's support to underwrite flie cost for advertiseinents m out-
from a broader geographic area.
w»« wi7/ the p-'^r""' '""'f" ^"'•'"'x"^ mrisml
4w<i„i«h offers visitors a unique and diverse performance and visual arts experience. The
ArtSplash otters visKorsa "IUHUC <m ^. . -nge increased attendance to over addition of Taste at ArtSplash and Fern Sfrcet ^5^^"^™!^ „, ^ i„c,udc
30 000 The 2009 festival wiU be presented on September 26-27 and will agam mciu
T^te at ArtSplash on Saturday and Fem Street Cireus on Sunday.
A..<!„i««h offers a variety of free perfonnance and visual art experiences. Each year over
TO fSioStiSnd Saturfay and Sunday creating large street chalk art pieces.
Kr20?9^inisrfeature ScoUade, The Dj^
29 June 2009
ArtSplash CTBID 2009 AppKdoc
by meandering fliroughout the festival venue. There are various art activities dedie^
tow^^lig childi^ and flieir families in addition to the chalk art in tiie Family Arts
Carnival
By keeping ArtSplash fresh and appealing each year, our visitors return year after year.
Last year, tiiey erne fiom not only from San Diego County but also and Rivers.de
Counties and beyond. The 2008 festival guest survey found that over 50/. of**
respondents planned to shop, see a movie, or visit a restaurant m addition to attendmg Uie
ArtSplash f«tival. Many who come for a day. may retum for a weekend get-away or a
longer vacation.
The CTSro's support is needed to help maricet and publicize ArtSplash out of our area to
maximize patroMge for boUi tiie festival and local hotels and businesses. Fmids from
ClBlD's support and matching funds will be used for a two-pronged mariceting approach.
1 ArtSplash WiU partner with VisitCarlsbad and Carlsbad hotels to create a new
• Internet mariceting initiative. ArtSplash and VisitCarlsbad will be woricmg with
hotels and busin«»ses in Carlsbad to identify specials to attract out of area visitors to
ArtSplash and Carisbad hotels. A new landing page will be added to the
VisitCarlsbad.com website and, if funds are available, a pay per chck mitiative wiU
be started. Email blasts wiU be sent to VisitCarlsbad contacts. The laidmg page
will feature information about Carlsbad hotel packages avaiUble for ArtSplash. It
possible, links witii ARES will be utiUzed to book hotels and to obtam "tili2ation
Satistics ifnot, direct Unks to the individual hotel vrebsites will be provided. This
may be tiie first phase of amulti-year internet mariceting campaign depending upon
fiiture funding availabiUty. Uter phases would include incorpoKttion of social
networicing sites and search initiatives. ArtSplash is requesting $6,000 for this
initiative.
2 MatcWnc funds vrill be utilized to implement a broadcast media campaign at
SS^ision and radio outlets in San Diego. Omnge and Riverside Counties.
3 ArtSplash also plans to engage a media consultant to vwitt and distribute
JSfcsTnal pL releases' A portion ofthe requested CTBID^ant will partially
flmd this consultant vritiiin grant guidelines anticipated to be $1.200.
These efforts will ensure exposure of ArtSplash outside of as well as in ttie broader
Southem Califomia markets. Some former supporters are no longa able to make
Sons tiutt helped fund ArtSplash's advertising efforts. W.ttiout new sourees of
funding, some reductions in advertising are likely.
Projected # of out of town visitors: . 19,200
Projected # of ovemight stays: ^"ifiOO
Applicant Background:
This applicant is a (an):
AnSplasb CTBID 2009 AppLdoc
•aiimcVM
rm V, o. r. • Local Public Agency
P^on-Profit b Individual • For-Profit '
• Other
Years in Business: 8
Number of Employees: 0
Number of Volunteers: 200
(Please attach an orgamzation chart, if available.)
Names of Officers and Board of Directors:
Name:
James Comstock If^Z^-A^.
Patricia Gunn Vice President
F^ieLaney 2nd Vice President
Joni Miringoff President
Carla J.Noble Secr^
Stephen M. L'Heureaux ex-officio
commitment of the Committee.
'^^^^tels(i^rai^sourceofn.atchin,Ji^):
A,.Q«l,ch W seekine ftmdine ftom a variety of sources, including foundations,
coSSons toSl gotZiente and individual donors to tiie arts. The nature of tii^
pSSch tSat major expenditures are not required on an annual basis. ArtSplash has
no year to year financial commitments,
Tn2008 ArtSplash spent $23,000 for advertising and promotions. The $15,000 budget for
MO9I dSem uSund ng sourees as in ttie past The budgeted amount ,s reduced m
^oglfitoof *e c^^ financial envi«>nmen. and anticipated reduced revenues.
^S^SK^Swere spent will be required to 1« filed witii tiie CTBID Proof
^f S^ expenses (i.e. receipts) are required to be held for two years dunng which time
the CTBID reserves tiie right to audit tiie records.
We agree to adhere to tiie reporting requirements described above. Yes^ No •
, 29 June 2 ArtSplash CTBID 2009 AppLdoc °
§S;S^be required to recognize on all printed material that grant program is
funded in part by tiic CTBID.
fga^ed, do hereby attest ti«t tiie above information is true and correcttoflie best
of my knowledge.
June 1,2009
July 1,2009
July 2009
August 2009
Title Date
Grant Application Thnetable
Grant guidelines available
Grant applications due to City office by 5 p.m.
Grant applications reviewed
Grant recipients aimounced
AnSplQsh CTBID 2009 Appldoc
29 June 2009
EXHIBIT 4
1 RESOLUTION NO. 2009-6
2 A RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT
^ DISTRICT, ALLOCATION CTBID GRANT FUNDING FOR
4 2009-10
5
WHEREAS, The Board of the Carlsbad Tourism Business Improvement Distnct
6 (CTBID) established a grant program to fund programs and activities that promote ovemight
stays in Carlsbad; and
WHEREAS, two organizations have submitted applications for CTBID grant funds; and
WHEREAS, the CTBID Board reviewed the applications.
7
8
9
10 NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
11 Tourism Business Improvement District, as follows:
12 1. That the above recitations are true and correct.
13
2. That the CTBID Board hereby allocates funding in the amount of $ 10,000 to In
^4 Motion Events for the 2010 Carlsbad Marathon in accordance with the Grant
Guidelines, and on condition that In Motion Events works with VisitCarlsbad in
15 promoting Carlsbad tourism.
16 3. That the CTBID Board hereby allocates funding in the amount of $7,200 to ArtSplash
for ArtSplash 2009 in accordance with the Grant Guidelines, and on condition that
ArtSpalsh 2009 works with VisitCarlsbad in promoting Carlsbad tourism. 17
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EXHIBIT 4
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PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors ofthe Carlsbad Tourism Business Improvement District on the ifit-hdav of
July 2009, by die following vote to wit:
AYES:Directors Sbute, Stripe, Canepa, Sbima, Nayudu.
NOES: None.
ABSENT: Directors Becerra, Hov^ard-Jones.
APRIL SHU
Chairperson
ATTEST:
LORRAINE WOOD I
Prd Tem cWrk of tiie
Carlsbad Tourism Business Improvement DisUict
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