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2011-04-06; Carlsbad Tourism Business Improvement District; 04-11-62; 2010-11 CTBID GRANT RECIPIENTS FINAL REPORTS
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 04-11-62 MTG. 4-6-11 DEPT. City Mgr 2010-11 CTBID Grant Recipient's Final Reports CTBID STAFF GENERAL COUNSEL RECOMMENDED ACTION: Receive final reports from 2010-2011 CTBID grant recipients. ITEM EXPLANATION; At its 3-18-08 meeting, the CTBID board established a formal grant program. 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 CTBID Board appropriated $20,000 in their 2010-11 budget to fund these grants. The following amounts were awarded: $6,000 to In Motion Events, the producers of the Carlsbad Marathon), $4,000 to ArtSplash, the producers of an annual two-day arts and music festival in Carlsbad , and $10,000 to the Mercury Insurance Open Tennis Tournament held at La Costa. A requirement of the grant is that the recipient must submit a final report detailing how the money was spent and the results of the event. Attached at Exhibits 1, 2 and 3 are the final reports from each of the grant recipients. 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. Final Report from ArtSplash 2. Final Report from In Motion Events. 3. Final Report from the Mercury Insurance Open DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, cqerh@ci.carlsbad.ca.us FOR CITY CLERKS USE ONLY. BOARD ACTION: APPROVED D CONTINUED TO DATE SPECIFIC D DENIED D CONTINUED TO DATE UNKNOWN D CONTINUED D RETURNED TO STAFF D WITHDRAWN D OTHER - SEE MINUTES O AMENDED D th A Chalk Art Festival to Benefit Arts and Music in North County Schools September 25-26, 2010 Chalk artist Lori Hscalcra Cheryl Gerhardt City of Carlsbad 1635 Faraday Ave, Carlsbad, C A 92008-7314 Dear CheryL 1 would like to thank the CTBID for their support of ArtSplash 2010. Over thirty thousand people attended the two day event along with 135 chalk artists, fine art vendors, street entertainertainment and hands on performers. We had a tremendous amount of press, from television, newspaper and radio. The community also supported ArtSplash in many ways - through volunlcerism and sponsorship. I am enelosing our program for your review. Thank you for making this grant possible for Artsplash. Please feel free to contact me with any questions you may have. Sincerely, v_:-, . - 0 u P-v.-iocf^"•—••- s__, \ •* - Joni Miringoff ArtSplash Chairperson ArtSplash...A Community Celebration for Arts Education Tax ID #20-0489191 5620 Paseo Del Node #127-442 Carlsbad, CA 92008 Phone (760) 436-2828 • Fax (760) 431-9020 info@CarlsbadArtSplash.org • vAvw.CadsbadArtSplash.org 0 Invoice DATE 9/30/2010 INVOICE # 705 A 6030 Avenida Encinas, Suite 210 Carlsbad, CA 92011-1001 (760) 496-2924 Fax: (760)496-2927 agijon@tryjadvcrtising.com BILL TO Jim Comstock / CPA c/o ArtSplash 2755 Jefferson Ave,#I02 Carlsbad, CA 92008 ITEM TELEVISION TELEVISION DESCRIPTION Type Of Expense TERMS Month Billed ARTSPLASH 20 10 On Receipt September Time Warner Cable (134) Spots in the Temecula Area (9/17-9/24) Verizon FiOs (96) Spots in the Temecula Area (9/13-9/20) Cust.PO CLASS Art Splash Art Splash AMOUNT 2.000.00 1.500.00 Total 53,500.00 INVOICE 1055 DATE 9/20/10 SOLD TO P.O. ArtSplash S40.00 minimum Terms: Net 10 days 11/2% on pas! due accounts PROJECT NAME/DESCRIPTION: Publicizing ArtSplash - Details have been provided to Chair Joni Miringoff 1. 2. 3. 4. 5. 6. 7. 8. .. PROJECT DEVELOPMENT ITEM Meeting and planning Research and concept development Interviewing Preliminary layout and design Copywriting AC R E E D-D PON C II A KG KS Project supervision Shipping/Messengers Miscellaneous TOTAL CHARGE S S S $ $ $ 500.00 S S S S 500.00 Thanks for giving your product or service The WRITE Touch. Your prompt payment is appreciated. wite4fnfScox.net • www.wrte4fn.biz OCT-19-E010 12:49 From:7607£0E037 Viamedia 220 Lexington Green Circle Suite 300 Lexington, KY 40503 859-977-9000 Affidavit of Performance Client Name: City of Carlsbad Remarks: City of Carlsbad Bill Cycle: 09/10 Agency: Try J Advertising Contract ID: 201827 Contract Type: Standard Dale OS/1 8/10 09/18/10 03/18/10 09/16/10 09/18/10 09/16710 09/18/10 09/1 a/10 09/18/10 09/ianO 09/18/10 09/18/10 09/19/10 09/19/10 09/19/10 09/19/10 09/19/10 09/19/10 09/19/10 09/19/10 03/19/10 09/19/10 09/19/10 09/19/10 09/19/10 09/19/10 08/19/10 09/20/10 0920/10 09/20/10 09720710 08/20/10 09QO/10 09/20/10 09/21/10 09/21/10 09/31/10 09/21/10 09/21/10 09721/10 09/21/10 0*21/10 0171/10 09/22/10 09/22/10 09/22/10 09122/10 09/22/10 08/21/10 09/23/10 Weekday Salurday Seturdar Saturday Salurday Salurday S alurt ay Saturday Seiurday Salurday Saturday Selurdpy Salurday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sunday Sundfty Sunday Sunday Monday Monday Monday Monday Monday Monday Monday Tunday Tuesday Tunday Tuesday Tuetdoy Tuesday Tuesday Tuesday Tuesday Wednesday Wednesday Wednesday Wednuday Wednetday Wedneiday Thursday HSIWOrt AE-P CNN-P CNN-P FAM-P FAM.P LIFE-P TBS-P TBS-P TBS-P TBS-P TBS-P USA-P AE-P AC* CNN-P CNN-P FAM-P FAM-P FAM-P LIPE-P TBS* TBS-P TBS* TBS-P T8S* USA* USA-P AE-P CNN-PFAM-P UFE-P TBS-P T8S-P USA-P AE-P AE-P CNN-P CNN-P PAM-P UFS-P TBS-P TBS* USA* AE* FAM-P LIFE-P LIFE'P TBS-P USA-P A6-P i Zone SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUtH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND SOUTH INLAND Program Name Paid Programming CNN Newsroom CNN Neworoom Omy Oancmg 8hie Crash Proton Runway Steve Han/ay Show secondhand Lions The School ol Rock Everybody, Raymond You, Me end Dupree Bum Notice CnmmeiM«ids The Glades Stale ol me Union CNN Newsroom Mai Congeniality Miss Congeniality White Oleander KMnapoing Home (piprovemeni You. 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VIAMEDIA Cnnid 301977 page 2 orz Overall Timeline On Items Mindgruve Helped With: September 7, 2010: Microsite was live with all edits for the year September 14-23,2010: Banner ads live announcing the giveaway contest September 15, 2010: Email was sent out to visitcarlsbad.com database announcing the giveaway contest September 23,2010: ArtSplash picked the winner of the giveaway contest September 25-26, 2010: ArtSplash event weekend The attached charts are ONLY results for the email blast that was sent out on the 15th. Unique clicks are clicks only counted once per person, rather then counting 2 times if one person made two clicks. For Example: If 2 people both clicked twice, that would be 4 total clicks, but only 2 unique clicks. Most people use unique clicks when tracking email click through rate. There was a total of 616 clicks in the email. The email went out to 18,143 people and 17478 received the email in the visitcarlsbad.com database. 268 people unsubscribed from the database through this email. 2651 people opened the email, 15% of people. 1 person forwarded the email onto someone else. 1307 total people signed up for the giveaway contest on the microsite. We received SEVERAL hundreds of people who opted into the ArtSplash database (our goal was to build one for them). Frankie would have this number for you as I gave her all of the files. The banner ad featuring the ArtSplash giveaway contest on the homepage ofvisitcarlsbad.com had 10723 impressions and 137 clicks. The banner ad was up for a week. Jennifer wiles ACCOUNT MANAGER 619.757.1325x221 jwiles® mindgruve.com 1018 eighth avenue sandiego, ca92101 mindgruve.com linkedln | facebook | twiner | flickr Message Properties Subject Type Sent Completed Total Recipients Win a Weekend Getaway to HTML September 15, 2010 04:01; September 15, 2010 04:10: 18143 ArtSplashl 00AM 48 AM Message Impact Email Statistics Bounces Released Unsubscribes Opens Clicks Forwards Comments Complaints Neither 3.7% « 665 17478 268 14.6% * 2651 (3769) 616 (772) 1 0 92 81.7% • 14827 Click Report Url http://www.artsplashcarlsbad.or... http://www.visitcarlsbad.com/7u,,. http://www.vlsltcarlsbad.com/e-blasts/100915.html http://www.hlltoncarlsbad.com/?... http://hiltongardeninn.hilton.c... http://artsplaghcartsbad.org/rno... https://app. lcontact.com/lcp/ co... http://hiltongardeninn.hilton.c... http://vlsltcarlsbad.com/?utm_s... http://wvvw.facebook.com/Carlsba... http://www.flickr.com/photos/vi... Unique Clicks 526 43 24 19 21 13 4 1 1 1 1 Total Clicks 622 56 26 23 22 15 4 1 1 1 1 The 1307 is the number of people who entered into the drawing for the giveaway, either by clicking on the banner ads on various sites (Frankie will have the list where the banners were all posted), clicking on the email blast that went out or by just searching and finding the microsite where they may have signed up. Not all 1307 people signed up to be included into the ArtSplash database. Frankie will have the number of people who opted into the database for ArtSplash. Impressions is the number of times the banner ad was delivered, we show about a 1% CTR (click through rate). To be honest, we don't have a campaign to compare apples to apples, but we would recommend next year to start planning for ArtSplash a few months earlier. The giveaway contest only ran for one week and we didn't have much push behind it. Jennifer wiles ACCOUNT MANAGER 619.757.1325x221 iwiles @ mindgruve.com 1018 eighth avenue sandiego, ca92101 mindaruve.com linkedin | facebook | twitter | flickr I 1 CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT REQUEST FOR FUNDING $4,000.00 $3,500.00 Tri J Advertising S 500.00 Creative costs - Marilyn Campbell, The WRITE Touch Business Communications E-mail blasts donated by Tri J Advertising KFMB 35,000 Toyota 44,000 Lexus 11,000 Visit Carlsbad 11,000 ArtSptash...A Community Celebration for Arts Education Tax ID #20-0489191 5620 Paseo Del Norte #127-442 Carlsbad, CA 92008 Phone (760) 436-2828 • Fax (760) 431-9020 info@CarlsbadArtSplash.org • www.CarlsbadArtSplash.org Marathon & Half Marathon Participant Statistics: Average Annual Income: $95,000 Age Breakdown: 24 & under ................................... 6% 25-39 ............................. .............. 53% 40-49 ........................................... 26% 50-59 ........................ , .................. 11% 60 & over ...................................... 4% Gender Breakdown by Event: Full Marathon: 42% female 58% mole . Half Marathon: 62% female 38% male How they Register: 96.4% of the participants signed up for the race online. Top Ranked States: (48 states represented In total) California -9,09 7 Arizona -138 Colorado - 82 Washington- 71 Nevada - 69 Oregon -47 Illinois -47 Minnesota -32.'..: New York -31 . " Utah- 29 j^' •/'.. • • -«, J£,*-: '•*.'•.. -. •. - '•-'•'• Top Ra|ji^.jfpiifriWei!;([15 countries re presented In- total) United«fa1©r':'TV^ =;• . ' . .. . . /"; • Canada.. '•-./ ':H "'•.'" •''•" ' . EfHtopcf Kenya-:- •• NeffieHancfs Brazil • Breakdown of the Overall Numbers: « 8,500 half marathon participants 1,500 full marathon participants • 2,000 volunteers 19 official charities • 2,800 Kids Marathon Mile participants • 17 sponsoring companies • 80 exhibitors and vendors • 20,000 +• spectators Interesting Fun Facts: • 225 portable toilets « -11^0,000 cups • 5,000 gallons of water.. • 10,075 T-shirts « 30 tubs of Vaseline • Stfucks . • • 30,000 square feet of tenting ordered Tri-City Medical Center LEGOLAND CALIFORNIA RE3ORT ft«f»t*Nf*ff*4r r tutlancod olectralyio drink.JetBlue €lCH!POTLE MEXICAN ORIIL CALIFORNIABANK TRUST Sheraton Carlsbad NRG West GKAND PACinc PALLSADLS RBORT&HOTtt ULTRA C-.I-«;|-M A S ©CFIRI-JSBFID - - ' •'', .^carlsbad 1 San Diego Union-Tribune 1/19/11 North County 1/20/11 North County 1/20/11 NC FYI Datebook 1/21/11 NC FYI Datebook 1/22/11 NC FYI Datebook 1/20/11 Night & Day 1/22/11 Sports 1/22/11 North County - Best Bets 1/22/11 Diane Bell 1/22/11 Business - Tourism 1/22/11 Sports 1/24/11 Sports 1/25/11 In Today's UT (cover photo) 1/27/11 Diane Bell 2/3/11 Local Carlsbad Marathon and Half Marathon set to run Sunday Race weekend overview Health & Fitness Expo listing Health & Fitness Expo listing Health & Fitness Expo listing Event calender listing Feature on Lynn Flanagan (Slowing down not In DNA) Call for public to come out to marathon, expo and Kids Marathon Mile Brothers unified by absentee father become lifesavers Kids Marathon Mile at LEGOLAND® Carlsbad Runner No Slave to the Stopwatch Three-Peat Winners Crowned with two photos Brian Baker took first place (see sports, Dl) Volunteer helps marathon runner to a fitting ending Giving diabetics a shot in the arm North County 12/27/10 1/9/11 1/14/11 1/16/11 1/16/11 1/20/11 1/20/11 1/21/11 1/23/11 1/23/11 1/23/11 1/24/11 1/24/11 1/26/11 1/27/11 1/30/11 2/13/11 Times Oceanslde Go Community News Go Sports Local - Jetf Frank Community Sports Local Local Local Go Main News - Front page Sports Local - Jeff Frank Local -Jeff Frank Sports Carlsbad 14 runners get help from Tri-Clty Fast Forward - Trl-Clty Medical Center Cailsbad Marathon listing Marathon to draw crowds Best Bet: Kids Marathon mile Calendar - Event Weekend Runners, stories are plentiful at marathon Front page feature with photo on CF Survivor Heather Humes Man on a mission - Pastor Steve front page feature with photo Kids Marathon Mile feature article, front page; two photos Popular Marathon set for Sunday Carlsbad Marathon and Half Marathon information with photo Photo of the Half Marathon start with caption Three-Peat Winners Crowned with two photos Volunteer gives up shoes to runner Shoeless runner has a name/ A new start marriage proposal Trl-City Medical Center Carlsbad Marathon & Half Age Group Winners Charities mingle pre-marathon at Sheraton Carlsbad jjH,,-;*;, :;^. ;,g;>a< iRf0%-*p^pp^plMi^f|^Sli^!*"' ^"^ISSfifes^fR^WiSsil^^^^^^SP^Hm^ Beach & Bay Press 2/5/11 People in the News Carlsbad Business Journal 1/1/11 Tourism Tidbits Carlsbad Magazine March-April 2011 Competitor Magazine Winter 2010 Marathon/Half Marathon Dec. 2010 Starting Lines El Latino 1/7/11 1/14/11 1/14/11 1/21/11 Events Events Events Events Navy Dispatch 12I29/10 Sports and Events 12/29110 Sports and Events 1/6/11 News Our City San Diego 3/18/11 Give Back Race Place Jan-Feb 2011 Ads and calendar listing San Diego Family Magazine Jan. 2011 Calendar San Diego Magazine 1/1/2011 Events San Diego Reader 1/20/11 Calendar San Diego Entertainer Magazine 1/15/11 News Crown Point man dresses as Pac Man in Tri-City Medical Center Carlsbad Half Marathon. Winning the tourism race through tourism Full-page feature article - Race weekend recap Calendar listing for Tri-City and Kids Marathon Mile Full page feature - A family Affair Calendar - Event Weekend Calendar - Event Weekend Calendar - Event Weekend Calendar - Event Weekend Runners to hit the streets Kids Marathon Mile set for Jan. 22 Lace up your shoes Marathons, Homeless Count - Where to Volunteer Kids Marathon Mile Editor's Picks - Kids Marathon Mile Calendar - Event Weekend Event calender listings with Kids Marathon Mile highlighted Event weekend article COAST Ni;ws THECOA Off and,::? -^T:,."..--,: mnning -=~?/f:?---•? "•. -•_• - The Coast News 12/31/10 Getting fit and ready to run {Tri-City Lucky 14) 1/7/1) Marathon Mile for Kids set for Jan. 22 (article) 1/7/11 Tri-City Medical Center Carlsbad Marathon coming up fast 1/21/11 Roads closed Jan. 23 for big race 1/21/11 Reason to run - Marathon man stili going strong in his 80s 1/21/11 Reason to run - Woman finds running helps her with tragedy 1 /28/n Feature photo of Team Challenge volunteer and post race article plus six photos 1129110 Tri-City Medical Center Carlsbad Marathon plus five photos \a PRINT ADVERTISING Race Place Magazine | Circulation 65,000 Full page/full color ad Full page/full color ad Full page/full color ad Full page/full color center spread + cover Full page/full color ad .May/June July/August .September/October . November/December January/February Los Angeles Sports & Fitness Full page/full color ad Full page/full color ad Circulation 35,000 .September .October Runner's World | Circulation 650,000 Racing Ahead Classified Racing Ahead Classified Racing Ahead Classified Racing Ahead Classified . August . September . October . November ONLINE Actlve.com Email marketing campaign: 5/30/11 Local Events Advertorial Circulation 73,000 7/11/11 Local Events Advertorial Circulation 160,400 8/8/11 Local Events Advertorial Circulation 73,000 9/19/11 Local Events Skyscraper Circulation 160,400 9/19/11 Local Events Advertorial Circulation 73,000 10/3/11 Local Events Advertorial Circulation 73,000 GetSetAZ (!) solo email blast Inclusion in (4) weekly email blasts Website listing on GetSetAZ GetSetCA (1) solo email blast Inclusion In (4) weekly email blasts Website listing on GetSetCA Race Place Magazine ad - July/Aygus! Issue iSJgglgK**'*!*;'"" "'*f LOCAL TV EXPOSURE KFMBNewsS 1/22/11 6 p.m. news Kids Marathon Mile recap XETV San Diego 6 KUSI News 9 KGTV News 10 1/23/11 1/23/11 1/24/11 1/22/11 1/23/11 1/23/1! 1/24/11 1/23/11 1/24/11 8 to 10 a.m. news 6 and 10 p,m, news 5 and 7 a.m. news 10 p.m. news 8 to 10 a.m. news 6, 1 0 and 1 1 p.m. news 5 a.m. news 6 p.m. news 5 a.m. news Live remote with Race recap Race recap Brooke Lam Kids Marathon Mile recap Live remote with Race recap Race recap Race recap Race recap Dave Scott KSWB5 1/23/11 10 p.m. news Race recap RADIO EXPOSURE KYXY 96.5 FM (50) recorded 20-second promotional announcements (1) month-long feature on the community page on kyxy.com with a link to the event website (1) inclusion in a weekly email newsletter to 25,000 subscribers ONLINE CALENDAR (Partial list) • runnetsworld.com • nc1imes.com sandiegoreader.com slgnonsandlego.com active.corn • marathongulde.com raceplace.com sandiegocoastllfe.com • iasandf.com competitoi.com race360.com • haifrnarathons.net thecoastnews.com SlgnOnSanDlego.com 1/24/1) Jan, 2011 Carisbadlstan.com 1/11/11 1/23/11 Cartsbad.Patch.com 1/21/11 1/23/11 Competitor 1/25/11 1/27/11 Encinitas.Patch.com 1/24/11 Examlner.com 1/28/11 1/29/11 letsrun.com 1/24/11 Photo Galleries Events News News Sports Sports Running Running Sports National Running Running News Photo gallery Enhanced event listing Street closures Carsbadisfan's Perfect Marathon & Half Carlsbad Elite Runner Alms to Win Sunday's Race Race recap and video Race recap Man wins age group in borrowed shoes Nearly 1000 Enclnttians Participate In Carlsbad Marathon Man borrows shoes to finish Carlsbad Marathon Man borrows shoes to finish marathon Race recap marathonguide.com 1/24/11 News Race recap and links to numerous news articles Runnerweb.com 1/24/11 News Race recap Runnersworld.com 1/21/11 1/24/11 runnlngusa.org 1/23/11 SanDlego.org Jan. 2011 Dally News Daily News News wire Calendar Elite Field Announced Race recap Race recap Calendar - Event Weekend trackandfleldnews.com 1/24/11 News Race recap ABOUT THE 2,800 participants took part in the Kids Marathon Mile one of the Tri-City Medical Center Carlsbad Marathon weekend of events. This popular event takes place at IEGOLAND8 California. This just-for-fun event places no emphasis on the winners - instead each child is considered a winner and presented a shiny medal at the finish line. Area schools use the event to raise funds with our "Run for your School" fundralsing program. NAAMHtN NILE Together our official charities raised more than $250,000 using the 2011 Tri-Clty Medical Center Carlsbad Marathon as a fundralslng and awareness generating vehicle. in addition to the organizations listed below there are other charities who use the event each year to raise funds for their programs. The total amount raised through the efforts of these organizations Is not calculated in the above total. Alzheimer's Association American Cancer Society American Liver Foundation Bread of Life Children's Cardiology Foundation Crohn's & Colitis Foundation of America Cystic Fibrosis Doheny Eye Institute Fresh Start Surgical Gifts Heart for Africa Huntington's Disease Insulindependence Lab Rescuers Labradors and Friends Dog Rescue Group Lifesharing - A Donate Life Organization Lupus Foundation of Southern California Neural Networks North County Community Services Food Bank San Diego Fire Rescue BEACH & BAY PRESS Februarys, 2011 People• «M»j«hii««jnews • Crown Point resident Stephen Kirby. 2 7. run in lhe Tri-Cily MeJiad Center Carls- bad I lair Marathon on Jan. 2 5 wearing n Put Man costume the entire race. He fin- ished In 2:OJ:=i9. Stephen Krby as Pac Man. With fond memories of the 2011 Tri-City Medical Center Carlsbad Marathon weekend of events still fresh, we're off and running planning the 2012 event. Please plan to be there with us the weekend of January 20 - 22, 2012 c i Carlsbad Marathon Sunday, Jan, 23, 2011 Hotels Courtyard by Marriott Days Inn Encinitas Grand Pacific Palisades Carlsbad HO Hampton Inn Hilton Del Mar Hilton Garden inn Carlsbad Fitness Forward Block Holiday Inn Carlsbad by the Sea Holiday Inn Express Encinitas Holiday Inn Express Solana Beach Homewood Suites Inns of America/Hyatt Summerfleld La Costa Resort & Spa La Quinta Carlsbad Quality tnn & Suites Carlsbad Quality Inn & Suites North Coast Residence Inn Carlsbad Sheraton Carlsbad HQ TownePlace Suites West Inn & Suites TOTALS THU 1/20 BL 5 1 2 10 5 0 4 21 5 50 3 5 1 2 20 15 8 4 40 9 210 Sold 0 0 0 0 0 3 4 0 0 0 0 0 0 0 0 0 0 2 0 1 10 FR1 1/21 BL 15 4 40 20 10 10 10 21 5 50 3 10 5 6 20 15 16 50 40 9 359 Sold 5 0 13 2 0 11 11 0 1 0 0 1 0 1 0 1 42 0 2 90 SAT 1/22 BL 55 10 40 30 10 25 10 36 20 50 15 20 10 15 40 15 16 85 40 15 557 Sold 28 1 27 7 1 11 11 7 4 0 2 3 3 3 0 2 67 8 2 187 SUN 1/23 BL 15 10 40 30 10 10 1 11 20 50 15 10 5 15 40 15 8 41 40 9 395 Sold 4 0 10 3 0 1 1 7 1 0 0 1 0 0 0 0 22 0 0 50 MON 1/24 BL 0 1 5 10 5 0 0 11 5 50 3 5 1 2 20 15 0 7 40 0 180 Sold 0 0 4 1 0 0 0 0 0 0 0 0 0 0 0 0 0 2 0 0 7 Total BL 90 26 127 100 40 45 25 100 55 250 39 50 22 40 140 75 48 187 200 42 1701 Total Sold 37 1 54 17 1 26 27 14 6 0 2 5 0 4 3 0 3 114 8 5 327 Rate $119 $72 $119 $115 $109 $169 $169 $109 $79 $65 $129 $134 $179 $84 $85 $75 $135 $169 $95 $169 .(Ji 2011 Carlsbad Marathon Final Pickup MERCURY INSURANCE OPEN ,-TED BY W TrKity Medical Center CONTENTS ; Event Overview Marketing Program • Social Media • Online • Radio • Television « Print Advertising • Signage Hospitality EVENT OVERVIEW The world's WTA Premier tennis tournament returns to San Diego. After a two year break, over 50,000 fans returned to San Diego to watch 60 of the world's best tennis players compete for $700,000 in prize money at the Mercury Insurance Open, a WTA Premier event. From July 31 to August 8, 2010, over 54,218 tickets were sold with a ground breaking sell out of the final session on Sunday. For the first time ever, fans could follow their favorite players and the tournament through the creation of the Mercury Insurance Open Facebook fan page, Twitter account and YouTube channel. EVENT ATTENDANCE A grand total of 54,218 people attended the Mercury Insurance Open in 2010. Saturday, July 31 Day: 2,620 ^ \f \ Sunday, August 1 Day: 2,378 \ ^ Monday, August 2 Day: 3,965 Night: 3,398 Tuesday, August 3 Day: 2,920 L_ J Night: 3,580 Wednesday, August 4 i* •> Day: 2,875 Night: 3,756 k, j \x \ Thursday, August 5 Day: 2,938 Night: 3,820 s \ Friday, August6 Day: 3,256 J Night: 4,598 \ Saturday, August 7 Day: 4,456 Night: 4,658 \ Sunday, August 8 V, Final: 5,000 A L Jj SOLD OUT! WORLD CLASS PLAYERS The Mercury Insurance Open attracted the world's most popular tennis players to San Diego. Top seeds included: - Jelena Jankovic WTA #2 - Samantha Stosur WTA #5 Vera Zvonareva WTA #9 - Agnieszka Radwanska WTA #11 - Fiavia Pennetta WTA #13 - Marion Bartoli WTA # 14 - ShaharPeer WTA #16 - Yanina Wickymayer WTA #17 Main draw wild cards were awarded to tormer WTA number one players Lindsay Davenport, Ana Ivanovic and Liezel Huber (doubles), the top ranked tennis player in South America, Gisela Dulko, and French Open Semifinalist, Dominika Cibulkova. .MERCURY TOURNAMENT HIGHLIGHTS Women's Singles Finals: - Svetlana Kuznetsova defeated Agnieszka Radwanska 64 67(7) 63 Women's Doubles Finals: - Maria Kirlenko and Zheng Jie defeated Lisa Ryamond and Rennae Stubbs 64 64 Quality first round matches: - Dominika Cibulkova versus Vera Zvonareva — Ana Ivanovic versus Sharhar Peer Thrilling upsets: - Alisa Kleybanova upset No. 1 seed, Jelena Jankovic, in the second round - Crowd favorite. Coco Vandeweghe, upset Vera Zvonareva to make it to the quarterfinals SPECIAL EVENTS Several special events took place over the course of the week including: • Benefit Auction: Cocktail reception, silent and live auctions and a night of tennis benefitting Tri-City Medical Center's Women's Diagnostic Center. • Kid's Day: Free admission for all kids under age 16 accompanied by an adult on Monday, August 2nd. Activities for kids throughout the day. • Group Day: All groups of ten or more receive a 50% discount on reserved grandstand seating. • USTA Member Appreciation Day: 20% discount on individual tickets from Monday-Thursday, al! sessions. • A Unique Wine Experience with Mollydooker Wines: An unforgettable evening of wine, food, fun, new triends and tennis with Conchita Martinez. • Opportunity Tournaments: Each year the Mercury Insurance Open holds three Opportunity Tournaments in the Southern California area. • Tennis clinic with Lindsay Davenport and a dozen of the top juniors in the country on Saturday morning. The clinic was covered by the Tennis Channel. Pro-am match with Mary Joe Fernandez PLAYER PARTY The WTA player party was a huge success with visits from many of the top players including Ana Ivanovic, Agneiszka Radwanska, Dominika Cibulkova, Dinara Safina, Svetlana Kuznetsova, Lisa Raymond, Rennae Stubbs and Sam Stosur among many others. STRATEGIC SPONSORSHIP INTEGRATION J\7 m4ou The marketing of the Mercury Insurance Open included partnerships and exposure via various types ot media including television, print, radio and online. On the following pages you find some of the highlights... Marketing Programs: • Social Media • Online • Radio • Television • Print Advertising • Signage • Hospitality SOCIAL MEDIA Through the creation of a tournament Facebook fan page, Twitter page and YouTube channel, the Mercury Insurance Open connects to fans and provides real time updates on results, player activities, venue development, special events and tournament promotions. Mercury Insurance Open already has 1,414 online fans Facebook 864 Twitter 550 Total 1,414 "MB utn .,£1 FACEBOOK FANPAGE The tournament Facebook fan page has over 850 fans and has been viewed 13,372 times since its launch on May 19, 2010. Facebook Fanpage Views 7nnn/ \j\j\j 6000 - 3000 • onnn . n f / / // .gS* +~+-+-+-»*~*~+—*^r <b The tournament posted 270 comments, photos and videos and the fans responded: • Total photo views* 5,342 • Total "likes" 861 • Total video plays* 359 "July 30-August 8 Fan Demographics fema'e 57% (.0 TWITTER: ©MERCURYINSOPEN • The Mercury Insurance Open Twitter page is being followed by 550 fans and has 443 tweets. • 215,027 people saw ©MercurylnsOpen referenced in a tweet between July 31st and August 8th, 2010. Mercury insurance trivia contest: July 27, 2010 ;•.....• .'•; .;•..; •. •;••.. '• •:- •••- •• - ,-•'• •':' '.\: '.,--:-• Total Correct Responses Total combined followers of those who responded to ©MercurylnsOpen with the correct answer (i.e. of those who tweeted the correct answer, how many people saw their tweet) 10 1048 WE'RE t»»«ii M CSEI Today's Mercury Insurance Open Trivia question: What year \v;is our terrific title sponsor, Mercury Insurance, founded? Ready, set, GO. m MeicurylnsOpen !««'" YOUTUBE CHANNEL 18 exclusive player interviews were posted on the Mercury Insurance Open YouTube Channel since its launch on July 6, 2010. At last count, the channel has been viewed 598 times and the YouTube videos 6,120 times. www.vQutube.com/user/MercurvlnsuranceQpen '' '.;.".l-'> — •/!»!-;<.: '• - '. Ana Ivanovic Promo Video 1 Ana Ivanovic Promo Video 2 Ana Ivanovic Promo Video 3 Ana Ivanovic Promo Video 4 Ana Ivanovic and Dinara Safina Practice Video Sam Sfosur at the Player Party Video Behind the Scenes at the Player Party Video Mollydooker Wine Event Preview Video Rennae Stubbs Player Party Video Meianie Oudin Player Party Video Victoria Azarenka Kids Day Video Vera Zvonareva All-Access Hour Video Sam Stosur All-Access Hour Video Ana Ivanovic Press Conference Video Part 1 Ana Ivanovic Press Conference Video Part II Flavia Pennetta Press Conference Video Sam Stosur Press Conference Video CoCo Vandeweghe Press Conference Video Total Views: ' Y i - •'•' 700 470 451 489 848 234 301 103 134 107 140 202 207 411 555 166 102 94 5,715 MARQUEE PLAYER CASE STUDY: ANA IVANOVIC Facebook Mention (July 9) Ana has more than 173,000 fans on Facebook. Her July ninth status update about participating in the 2010 Mercury Insurance Open yielded 582 "Likes" and 112 "Comments" Website Announcement (July 11) Ivanovic has the most-visited website of any sportswoman and attracts between 15,000 and 20,000 website views per month (according to www.alexa.com). In her July 11, 2010 website update, she directed viewers to both the tournament website and her Facebook page, saying that San Diego was one of her favorite cities in America it**. goi«g to b« * v»ry enmp#trtiw *v*ftt, wit& many **9 f^*¥*fi il th* US OPEN SERIES: ONLINE MEDIA The Mercury Insurance Open gains added value from the Olympus US Open Series media plan. SEM on Goggle, Yahoo & Bing USATODAY.com OlympusUSOpenSeries.com USOpen.org USTA.com ESPN.com Facebook, Twitter. MySpace.com June 31 7 14 21 July 28 Wimbledon 5 12 19 26 August 2 9 16 23 Olympus US Open Series WEBSITE: MERCURYINSURANCEOPEN.COM MercuryinsuranceOpen.com - Users: 239,125 - Page views: 699,759 - Average of 99,665 per day - Hits: 14,854,615 V**l i* ;««a It?*, V*St*** !£*$?* & *; ^ * U* '.'; 1 - , • - - : Sunday Monday Tuesday Wednesday Thursday Friday Saturday Total (s) Average(s) 108,319 119,962 100,335 90,366 82,603 79,956 118,218 699,759 99,665 35.047 36,757 37,437 34,122 29,831 28,460 37,471 239,125 34,160 2,338,31 1 2,462,726 2,129,203 1,929,562 1,729,604 1 ,769,549 2,495,660 14,854,615 2,122,087 WEBSITE: MERCURYINSURANCEOPEN.COM Links to MercurylnsuranceOpen.com from the following websites: American Express Andalucia ATP Tour Avanade bolle cricKet Dell DJO Evian Jerome's Furniture LaCosta Resort and Spa La Vie Grand Marnier Moliy Dooker Olympus Paul Hasiigns Penn SanDiego.org San Diego Union Tribune SDCtiyBeat.com Sony Ericsson WTA Tour SPDR Taylor & Pond Tennis Channel Time Warner Cable Tipperary Crystal US Open Series USTA VisitCar1sbad.com Wolfpack Sign Group Yonex 100.7 JACK FM 760 KFMB I Rant Hctt 1 !loRef«rer( I - >';».-«• eeeaif tern 80000 T 60000 40000 + 20000 •• 0 9 www.lve»cortftunter«>m OmerleMjSlZ) VMS 76,343 11,056 15.7-f 7.1C8 3.80B 2,414 t.7«S 25.670 228 WEBSITE: MERCURYiNSURANCEOPEN.COM Search Engines Term used: "Mercury Insurance Open" - Google: 5,310,000 results - Bing: 54,300,000 results - Yahoo: 59,000,000 results Online News Articles Term used: "Mercury Insurance Open" - Google News: 448 results - Bing News: 55,000 results - Yahoo News: 538 results Phrase "Mercury Insurance Open" drove 6,599 visits Keyword "Mercury" drove 13,513 visits BANNER ADS Mercury Insurance has three banner ads on the Mercury Insurance Open website. Since June 16, they received 269,290 views and 226 clicks. WE'RE BACK! DOWKtOAD TICKET BROCHURE IT PAYS TO CHOOSE MERCURY.. Spenaal toumamenl otteis TorMerofly customers. \t ;; Champion Sveifant Kmrtetiovn Bfid Rnilat US OPEN SERIES: RADIO The Mercury Insurance Open gains added value from the Olympus US Open Series media plan. The OUSOS provides over 25,000 radio ads via Westwood One media. Westwood One June 31 7 14 21 July 28 VWmbtedon 5 12 19 26 August 2 9 16 23 Olympus US Open Series MERCURY INSURANCE OPEN: RADIO The Mercury insurance Open was mentioned in over 50,000 30 second units! KFMB Radio (July 19-August8, 2010): - A minimum of 701 recorded on-air promos (75 on JACK FM and 126 on 760 KFMB) - A minimum of 105 :10 recorded on-air promos (45 on JACK FM and 60 on 760 KFMB) in conjunction with JACK'S Club and the 760 Rewards - Inclusion on front page graphic for three weeks on both JACK FM and 760 KFMB sites with link to event info page to include logos, link, and copy - Inclusion in a minimum of one JACK FM Newsletter and one 760 Newsletter - Inclusion in an exclusive rocketblast sent to the JACK FM and 760 KFMB databases to promote event with all event and sponsor details. - Both stations on-site closing weekend of the event National Public Radio (September 24-28) - The Mercury Insurance Open will be mentioned in the public-radio show "A Way with Words," airing on NPR stations in 70 cities nationwide what we want US OPEN SERIES: TELEVISION ADVERTISING The Mercury Insurance Open gains added value from the Olympus US Open Series media plan. NBC CBS ESPN / ESPN 2 The Tennis Channel Local Networks in Top Markets {includes Good Morning America & Today Show) WTT HOP June 31 7 14 21 July 28 Wimbledon Men's Final (Sun 7/4) 5 12 19 26 August 2 9 16 23 Olympus US Open Series Se 31 6 US Open Dtember 13 20 27 MERCURY INSURANCE OPEN: TELEVISION BROADCAST Local - A total of 1,211 :30 second spot commercials were aired to promote the Mercury Insurance Open on Time Warner Cable in San Diego and North County. National - Eight hours of tournament coverage on ESPN 2 - 16 total commercial spots during the ESPN2 national event broadcasts - A minimum of one opening and closing billboard on each ESPN2 broadcast - 12 hours of tournament coverage on the Tennis Channel - Verbal mention of Mercury Insurance sponsorship by television announcers - Mercury Insurance on-court signage was prominently featured in all tournament telecasts - Mercury Insurance name appeared on-screen periodically during all tournament broadcasts - Mercury Insurance executive interview prior to the finals match, featured on ESPN2 as a 30-second commercial spot - Mercury Insurance representative made the televised on-court prize money and trophy presentations to the singles and doubles champion MERCURY INSURANCE OPEN: TELEVISION BROADCAST :.'-.: i:i Friday, August 6 (Quarterfinals) Saturday, August 7 (Semifinals) Sunday, August 8 (Finals) .—-?..c -.;,: (.'.I-. 12:00pm-2:00pm 8:00pm-10:00pm 10:00pm-12:00am (delay) 1 :00pm-3:00pm 7:00pm-9:00pm 2:00pm-4:00pm 8:30pm-lG:OOpm (Doubles—delay) ;v-:vj.=>'.' •»;!.••.;; -.- -. Tennis Channel ESPN 2 ESPN 2 Tennis Channel ESPN 2 ESPN 2 Tennis Channel Network Date Day Start End ESPN2 6-Aug-10 FRI 11:OOPM 1:16AM ESPN2 7-Aug-10 SAT 1:16AM 4:QOAM ESPN2 7-Aug-10 SAT 10:OOPM 12:23AM ESPN2 8-Aug-10 SUN 5:44PM 6:52PM Match Radwanska/Peer Quarterfinal Kuznetsova/Vandeweghe Quarterfinal Radwanska/Hantuchova Semifinal Radwanska/Kuznetsova Final HH Rtg. HH Imp. P2+ P2+ Imp 0.2 185,276 0.1 232,517 0.1 124,745 0.1 154,228 0.2 192,920 0.1 217,879 0.3 322,011 0.2 394,848 US OPEN SERIES: PRINT ADVERTISING The Mercury Insurance Open gains added value from the Olympus US Open Series media plan. Sports Business Journal New York Times Tennis Magazine USTA Magazine Inside Tennis Local Newspaper Tournament Ads OUSOS Tournament Programs June 31 7 14 21 July 28 Wimbledon Full page San Diego Union Tribune supplement ^\ 5 12 19 1 26 August 2 Olympus US ( Full Page 4C (Mon 7/19} Jr. Page 4C (Fri 7/23) 9 Dt 2 Page Spread 4C {July/Aug issue) Full coverage in digital issue plus 2 Page Spread 4C {July/Aug Issue) 1/2 Page 4C (July issue) >* 16 23 oen Series 1/4 Page . 4C (Fri 8/13) PRINT ADVERTISING Mercury Insurance name and logo (via the event mark) included in all tournament-related advertising and promotional materials including: - Tournament stationary - Press releases - Tournament program cover - Transportation vehicle signs - Mass mailings - Newspaper/ magazine advertising - Brochures - Tickets - Posters - Counter cards - Draw sheets - Credentials - Tournament promotions (e.g. Kid's Day, Group Day, USTA Fan Appreciation Day) .MERCURY i U R A H C £ 0 t> I >l DIRECT MAIL The official Mercury Insurance Open tournament brochure was mailed locally to 30,000 addresses and distributed to most of the Southern California Tennis and school facilities. 1,000 posters and 2,500 souvenir programs along with the daily draw sheet were distributed. The Mercury Insurance Open will be featured in the September issue of the Ranch and Coast magazine fwww.ranchandcoast.com/) 01 PRINT ADVERTISING PRINT ADVERTISING pH§r; acccssio ;beach_ i US OPEN SERIES: DIRECT MAIL & PROMOTIONS The Mercury Insurance Open gains added value from the Olympus US Open Series media plan. The OUSOS marketing materials were mailed nationally to all USTA members. USTA Member Events Booth USTA Member/Ticket Database Local Tournament Direct Mail Email Blasts to USTA Database June 31 7 14 21 July 28 Wimbledon 5 12 19 26 August 2 9 16 23 Olympus US Open Series SIGNAGE mm] Video Wall/ Scoreboard Announcements Three 30-second commercial rotations on the video walls at Stadium Court per match Three Scoreboard announcements at Stadium Court per match On-Site Signage: Mercury Insurance logo on the back and side walls ot the Stadium Court - One panel on each of two scoreboards on Stadium Court and the Grandstand Courts Tournament logos located at the tournament site entrance and through the event site - Event signage at the Media Center entrance - Directional signs place throughout site with tournament logo Tournament trophy on display at tournament site throughout the year - Tournament logo prominently featured on tournament merchandise, volunteer uniforms and ball kids' uniforms Off-Site Signage: - Signage behind the players on stadium back walls in the Rivera Country Club, the San Diego Tennis & Racquet Club and the Rancho San Clemente Tennis & Fitness Club. - Signage outside of La Costa facing incoming traffic on El Camino Real on both North and South sides. - Three additional street signs in three heavy traffic locations in the City of Carlsbad MERCURY UR&NCE OP I H • i i- ^ ^ fc»f*y UttixM Own MERCURY INSURANCE HOSPITALITY Accommodation at the La Costa Resort and Spa - Three rooms for the duration of the tournament plus three additional rooms available at a discounted rate - One additional complimentary room for three nights on the weekend - 15 rooms at the La Costa Resort and Spa available throughout the year US Open - Two VIP tickets to two sessions at the 2010 US Open - Hotel accommodations for three nights in New York City - Round-trip, coach-class airfare for two from Los Angeles or San Diego to New York City f II fJWIMERCURY INSURANCE OPEN MERCURY INSURANCE HOSPITALITY ._ Tickets - 20 VIP terrace box seats per session - 36 VIP courtside box seats per session - Up to 5,000 reserved tickets for consumer promotions and sales incentives - 24 VIP parking passes per session Tournament booth - Tournament booth from Monday to Friday - Autograph sessions with complimentary tennis ball merchandise as giveaways Inside Access - 40 credentials - 12 passes for dining at player/sponsor hospitality tent per session - Access to on-site locations for corporate hospitality functions and photograph opportunities with players - Ten entries into the Pro-am event - Mercury Insurance golf outing at the La Costa Resort and Spa - Invited to sponsor roundtable event .MERCURY INSURANCE OPEN PRESENTED BY WTri-GtY Medkai Cmtef Mercwry Insurance Open Invoice Carlsbad Tourisim Business Improvement District 1200 Carlsbad Village Drive Carlsbad CA 92008 Octagon, Inc. 1751 Kmacte Drive Suite 1500 MCLEAN VA 22102 USA Colette Winston T: +1 703-905-3300 F: ft 703-9054495 coteRe.wmstDn@octagon.co.ti www.0ctagon.coni Invoice No: Payment Ref: Invoice Date: 1010481447 11021179 November 08, 2010 Description Page 1/1 Amount USD Grant Billing: Inside Tennis: $3,000; Rich Schloss Communications: $4,000 Sign of San Diego (Dedio & Assocaiates): $1,875 Southport Marketing: S1.125 10,000.00 Job total 10,000.00 Invoice Total 10,000.00 The above invoice amount is based on payment by check of wire transfer. If you prefer to pay by using a Visa. MasterCard or Discover Card, then a service fee of 3,0% of the above invoice amount will be added to the payment. If you prefer to pay by American Express, then a service fee of 3.5% of the above invoice amount will be added to the payment Bank Remittance Details Account name: Bank: Octagon, Inc. CitiBank ABA: 021C00089 SWIFT: CITIUS33 Account Number. 30814523 Federal Tax ID: 521287224 A member of the Interpublic Group Inc. Lock Box Details Octagon, Inc. P.O. Box 7247-7775 Philadelphia PA 19170-77750 Payment Terms Payment due upon receipt Please make check payments payable to Octagon Inc. Please quote the following when making payments 1010481447 11021179