Loading...
HomeMy WebLinkAbout2010-07-08; Carlsbad Tourism Business Improvement District; 07-10-58; CTBID Grant Program FY 2010-11 RecommendationsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 07-10-58 CTBID GRANT PROGRAM FY 2010-11 FUNDING RECOMMENDATIONS CTBID STAFF MTG. 7-8-10 CTBID GRANT PROGRAM FY 2010-11 FUNDING RECOMMENDATIONS GENERAL COUNSEL DEPT. FINANCE CTBID GRANT PROGRAM FY 2010-11 FUNDING RECOMMENDATIONS RECOMMENDED ACTION: Adopt Resolution No. 2010-4 approving the Carisbad Tourism Business Improvement District (CTBID) grant funding as recommended by the VisitCartsbad Board and appropriating funds to the organizations identified. ITEM EXPLANATION: At its 3-18-08 meeting, the CTBID board approved the gukJelines to establish a formal grant program. As stated in the guklelines (shown at Exhibit 1), the objectives ofthe grant program are to: • Fund projects or events that are going to increase the ovemight 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 maricets; • 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 CTBID Board appropriated $20,000 in its 2010-11 budget to fund these grants. The grant applications were due by June 15th. Four applications were received with funding requests totaling $48,000. This year the CTBID Board asked the VisitCarisbad Board to review the applications and make funding recommendations to the CTBID Board. The VisitCarisbad Board met on June 17^, reviewed the applicatktns and interviewed the applicants. The requests were evaluated based on the following: Overall program promotes ovemight stays in hotels Program includes a "hotel tie in" (e.g., special rate or package) Compelling nature of the project and its potential image impact for the region Strength of mariceting and public relations plan, including partnerships LikelihcKKl that project will receive publicity outside San Diego Market Time of the year the event occurs FOR CITY CLERKS USE ONLY. X • BOARD ACTION: APPROVED X • CONTINUED TO DATE SPECIFIC • DENIED X • CONTINUED TO DATE UNKNOWN • CONTINUED • RETURNED TO STAFF • WITHDRAWN • OTHER > SEE MINUTES • AMENDED • Page 2 As a result of their review and evaluation, the VisitCarisbad Board is recommending funding for 3 of the requests for a total of $20,000. The table in Exhibit 2 summarizes the grant requests and VisitCarisbad's recommendations for funding. FISCAL IMPACT: The CTBID 2010-11 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. Summary of CTBID Grants request and recomnnended funding 3. Resolution No. ^io^tf allocating funding to the organizations kJentrfied. DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2417, chervl.aerhardt@carlsbadca.us EXHIBIT 1 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 Carisbad 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 2010-11, up to $20,000 will available for grant awards. II. TYPES OF PROJECTS SUPPORTED CTBID Grants generally funds out-of-region marketing projects including festivals, performing & 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 (e.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 Carlsbad. The proposed project must occur between July 1, 2010 and June 30, 2011. 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 fi^lowing marketing-related purposes 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 marketing 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 marketing and public relations plan, including partnerships Likelihood that project will receive publicity outside San Diego market Organizational capacity for and commitment to marketing Potential to complement and enhance the CTBID's regional marketing VII. ABOUT THE PROPOSAL REVIEW PROCESS The CTBID Board has delegated the review of the grant applications to the VisitCarlsbad Board. Applicants may be interviewed or asked to provide additional Information as part of the review process. The VisitCarlsbad Board will make funding recommendations to the CTBID Board. 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. SUMMARY OF CTBID GRANT REQUESTS 2010-11 EXHIBIT 2 Grant Program Objectives: a. Fund projects or events that are going to increase the overnight stays in hotels b. Encourage the development of innovative tourism products c. Promote collaboration within and across sectors of the tourism industry d. Reach Important travel segments such as multicultural, family and senior markets e. Strengthen the marketing capacity of our partnering organizations f. Combine resources of the CTBID and Its tourism partners to leverage their collective marketing efforts ^"carisbad Event Description 2010-11 Grant Request 2010-11 Recommended Funding Past Years Funded Mercury Insurance Open - Women's Tennis Association Tournament to be held at the La Costa Resort & Spa July 31st - August 8th, 2010. This event will have International television coverage and is anticipated to attract 30,000 out of town visitors. Grant request Is for marketing, advertising and email blast. $ 10,000 $ 10,000 ArtSplash - This annual two day event Is a festival of arts, food, and fun held on Armada Drive in Carlsbad. The event will take place this year September 25 & 26th and is expected to attract 30,000 visitors. Grant request Is for Internet advertising, broadcast ads, and email blasts. In Motion, Inc. - The Carlsbad Marathon is to be held January 23, 2011. This event Is projected to bring 5,500 out of town visitors. Grant request Is for advertising to nearby markets Including Orange, Los Angeies, Riverside and San Bemadino as well as border cities in AZ and NV. They will also promote more race related and local activities and attractions to encourage marathoners to spend more time In Carlsbad. San Diego Surf Cup - This soccer tournament Is the largest youth sports event on the West Coast. It is held In late July - early August as well as Thanksgiving weekend every year in Del Mar at the polo fields. It Is attended by over 125,000 people and 450 college coaches. Grant request would be used to create a Carlsbad specific web page on their web site. 8.000 $ 4,000 $ 10.000 $ 6,000 $ 20,000 0 Note 1 Total $ 48,000 $ 20.000 Note 1 - This grant did not meet the grant eligibility requirements that the event be held in Carlsbad. EXHIBIT 3 1 RESOLUTION NO. 2010^ 2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT, ^ ALLOCATION CTBID GRANT FUNDING FOR 2010-11 4 ^ WHEREAS, on March 18, 2008, the Board ofthe Carisbad Tourism Business ^ Improvement District established a grant program to fund programs and activities that promote ovemight stays in Carisbad; and g WHEREAS, four organizations have submitted applications for CTBID grant ^ funds; and WHEREAS, the VisitCarlsbad Board reviewed the applications and has made J J funding recommendations to the CTBID Board for three organizations. j2 NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carisbad Tourism Business Improvement District, as follows: j4 1. That the above recitations are true and correct. 2. That it hereby allocates funding in the amount of $6,000 to In Motion Events for the 2011 Cartsbad Marathon in accordance with the Grant Guidelines. 3. That it hereby allocates funding in the amount of $4,000 to ArtSplash for the ArtSplash 2010 in accordance with the Grant Guidelines. 4. That it hereby allocates funding in the amount of $10,000 to the Mercury 2Q Insurance Open for the 2010 Women's Tennis Association Toumament to be 21 held at La Costa Resort and Spa in accordance with the Grant Guidelines 22 23 24 25 26 27 28 /// /// /// /// EXHIBIT 3 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of Directors of the Carisbad Tourism Business Improvement District on the _^ ^day of IX '>^^^ 2010, by the following vote to wit: AYES: Cay\uq:>a^/vGujLcclu^ f4t>luW-C^vx^ NOES: fM^on-e ABSENT: ^SVr vp.^ , rh^-^lb-rm < c/c_ ATTEST: TIM STRIPE Chairperson INEWOt Yo Td^j Cleric Carisbad Tourism^siness Improvement District /// /// /// /// /// /// /// /// /// /// /// /// -2-