HomeMy WebLinkAbout2010-04-29; Carlsbad Tourism Business Improvement District; 04-10-54; Proposal from VisitCarlsbadCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
CTBID STAFF
GENERAL
COUNSEL
AB#
MTG.
04-10-54
4-29-10
DEPT. Finance
Proposal from VisitCarlsbad
(Carlsbad Convention and Visitors
Bureau)
RECOMMENDED ACTION:
Receive report from VisitCarlsbad and direct staff accordingly.
ITEM EXPLANATION:
Last fiscal year, a newly formed Destination Marketing Organization (DMG) with a new executive
leader and a new 2009-10 Business Plan and budget was hired by the ^arlsbad Tourism
Improvement District (CTBID) to provide tourism marketing services for Carisbad. The DMG is
the Carisbad Convention and Visitors Bureau 501 C-6 corporation with ii new look and feel
together with new visuals , an enhanced Internet strategy, and many otier components ofthe
plan, it functions under the name VisitCarisbad.
and The VisitCarlsbad Board has developed the 2010-11propsed budget
presented at Exhibit 1. The CTBID Board should receive their report
Following the discussion, if the Board would like to contract with
services for 2010-11, the CTBiD Board should direct staff to bring back
at the next Board meeting.
program of work
ahd discuss the proposal.
VisitCarisbad to provide these
the contract for adoption
FISCAL IMPACT:
For the fiscal year 2010-11, projected revenues for the CTBID are
total payment for these proposed services for the twelve-month period
estlrhated at $800,000.
s $744,582.
ENVIRONMENTAL IMPACT;
This action does not approve any projects that will have a physical
environment so it falls within the general rule under CEQA that this is
Regulation 15738 (b)).
EXHIBITS:
1. Proposed budget and program of work for tourism promotion sen/|ces from VisitCarisbad for
the period July 1, 2010 through June 30, 2011.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-277-5203, chen/l.qerhardt(S)carlsbadca.us
The
adverse affect on the
not a project (CEQA
FOR CITY CLERKS USE ONLY. ^
BOARD ACTION: APPROVED
DENIED •
CONTINUED •
WrrHDRAWN •
AMENDED •
CONTINUED TO DATE SP ECIFIC
CONTINUED TO DATE UNKNOWN
RETURNED TO STAFF
OTHER-SEE MINUTES
FYll VISIT CARLSBAD BUDGET - PROPOSED
%r carisbad
Carryover
FYIO Forecast FYIO Budget Variance
FYll Proposed
Budget
Percent Variance
to FYIO Forecast
INCOME
Public Sources
CTBID Revenues
City of Carlsbad
722,895 722,895 0 744,582 1 3%
Total Public Sources 722,895 722,895 0 744,582
TOTAL INCOME 722,895 722,895 744,582 3%
EXPENSE
Labor
Salaries 181,000 185,000 4,000 186,430 2 3%
Payroll Taxes 14,863 14,900 37 15,309 2 3%
Benefits 21,660 18,400 (3,260) 22,309 2 3%
Total Labor 217,523 218,300 777 224,048 3%
Promotional Programs
Advertising & Production 59,229 60,000 771 60,000 1%
Research 3,500 5,000 1,500 5,000 3 30%
Outside Services-Interactive Marketing 296,916 300,000 3,084 309,000 4%
Outside Services-Group Direct Sales 60,000 60,000 0 60,000 4 0%
Travel & Entertainment 9,217 14,700 5,483 10,000 5 8%
Dues & Subscription 9,545 7,500 (2,045) 9,500 0%
Collateral Production & Fulfillment 43,408 32,000 (11,408) 37,609 -15%
Total Promotional Programs 481,816 479,200 (2,616) 491,109 2%
General Administration
Bank Charges 538 (538) 500 -8%
Equipment Rental & Maintenance 4,612 7,000 2,388 4,600 0%
Facility Repair & Maintenance 86 (86) 80 -7%
Insurance 2,294 2,395 101 2,300 0%
Office Supplies 4,239 700 (3,539) 4,000 -6%
Postage 1,201 700 (501) 1,200 0%
Taxes 45 (45) 45 0%
Telephone 5,015 3,150 (1,865) 5,000 0%
Utilities 2,808 3,750 942 2,800 0%
Professional Services (legal, audit) 6,890 5,700 (1,190) 6,900 0%
Volunteer Program 1,042 (1,042) 1,000 -4%
Miscellaneous 1,179 2,000 821 1,000 -18%
Total G&A 29,948 25,395 (4,553) 29,425 -2%
TOTAL EXPENSE 729,287 722,895 744,582 2%
OVER/(UNDER) (6,392) 0 (0)
FOOTNOTES
1 Forecasted at 3% increase over FYIO
2 Merit increase of 3%
3 Increase STR subscription to cover competitive sei
4 Assumes same contract for FYll
5 Addiitonal funds for PR hosting
Approved by VisitCarlsbad Board of Directors
April 19, 2010
FYll --PROGRAM OF WORK-PROPOSED
^^carlsDad
strategy and Tactics
Timing
01 02 03 Q4 Budget Comments
Prioritize and develop market intelligence on the leisure travel segment
Extract Carlsbad visitor information from SDCVB Visitor Profile Study
Expand STR subscription to include key competitive markets
IVIanage Interactive Agency Program of Work
Pay-per-click advertising
Online banner advertising
Email marketing
Content development
Social media
Promotions
Develop partnerships and coop advertising opportunities
Produce print advertising for inclusion on State and local DIVIO programs
Two email campaigns, meetings market
Manage visitor publications and collateral
Evaluate how to scale back distribution costs
Evaluate different models for managing a visitor guide for future years
Earn unpaid media exposure through public relations
Pitch story ideas, whats new, host travel writers
Coordinate media FAMs in partnership with regional DMOs
Travel & entertainment
Contracting for Meetings Market Leads/Bookings
Groups leads/bookings services
Partnerships & subscriptions with regional and national tourism organizations
5,000 SDCVB Research Center
V V V V
V V V V 309,000 Mindgruve
V 60,000
V
V V
V V V V 37,609 15% reduction YOY
V V V V
V V V V 10,000 8% increase YOY
V V V V 60,000 San Diego North CVB
V V V V 9,500 DMAI database
Regional DMO memberships
TOTAL PROMOTIONAL PROGRAM OF WORK 491,109
Approved by VisitCarlsbad Board of Directors
April 19, 2010