The URL can be used to link to this page

Home My WebLink About2011-04-06; Carlsbad Tourism Business Improvement District; 04-11-63; Proposal from VisitCarlsbadCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AB# 04-11-63 Proposal from VisitCarlsbad (Carlsbad Convention and Visitors Bureau) pTBID STAFF (J^ MTG. 4-6-11 Proposal from VisitCarlsbad (Carlsbad Convention and Visitors Bureau) GENERAL COUNSEL DEPT. City Mgr Proposal from VisitCarlsbad (Carlsbad Convention and Visitors Bureau) RECOMMENDED ACTION: Receive report from VisitCarlsbad and direct staff accordingly. ITEM EXPLANATION: Since the inception of the Carlsbad Tourism Business Improvement District (CTBID), the CTBID Board has contracted with Carlsbad Convention and Visitors Bureau 50|lC-6 corporation (dba VisitCarlsbad) to provide tourism marketing services for Carlsbad. The scope of those services have Included operation ofthe visitor center, web site development and] administration, print and internet advertising, public relations and various other tourism marketing activities identified In the contract for that fiscal year. The VisitCarlsbad Board develops the scopje of work and presents It to the CTBID Board for approval along with the proposed budget for th^ work. This budget Is included In the CTBID annual budget. The VisitCarlsbad Board has developed the 2011-12 proposed budget ^nd program of work presented at Exhibit 1. The CTBID Board should receive their report ar^d discuss the proposal. Following the discussion, if the Board would like to contract with VisitCarlsbad to provide these services for 2011-12. the CTBID Board should direct staff to bring back pe contract for adoption at the next Board meeting. I FISCAL IMPACT: For the fiscal year 2011-12. projected revenues for the CTBID are estinjated at $800,000. The total payment for these proposed services for the twelve-month period is $744,582. 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 15738(b)). EXHIBITS: 1. Proposed budget and program of work for tourism promotion services from VisitCarlsbad for the period July 1, 2011 through June 30, 2012. DEPARTMENT CONTACT: Cheryl Gerhardt. 760-277-5203. chervl.oei^hardtacarlsbadca.us FOR CITY CLERKS USE ONLY. j BOARD ACTION: APPROVED O CONTINUED TO DATE SPECIFIC • DENIED O CONTINUED TO DATE UNKNOWN O CONTINUED O RETURNED TO STAFF | • WITHDRAWN • OTHER-SEE MINUTES carisbad where to go for fun CTBID Proposal FY12 Budget April 6,2011 Approved by Visit Carlsbad Board of Directors carisbad 'sy Visit Carlsbad Vision... To become the preferred choice among Southern California coastal destinations for families and a strong consideration for corporate and association meetings and events. ^ Visit Carlsbad Mission... To serve as the marketing arm of CTBID and drive measureable room night demand. %r carisbad what is our Business Objective? Objective: To drive measureable room night demand. Metrics—(in support of accomplishing the business objective): 1. Site Traffic (Unique Visitors) 2. Social Media {Fans & Followers) 3. Opt-In Email Addresses 4. ARES Rooms Revenue 5. ARES Room Nights FY12 PROGRAM OF WORK - PROPOSED ^carisbad strategy and Tactics Prioritize and develop market intelligence on the leisure travel segment Extract Carisbad visitor information from SDCVB Visitor Profile Study Expand STR subscription to include key competitive markets Manage Interactive Agency Program of Work Including pay-per-click advertising, online banner advertising, email marketing, content development, social media, promotions Review/ CTBID Grant applications and make funding recommendations to the CTBID Board Timing 2 Q3 Q4 Budget Comments 5,000 SDCVB Research Center 355,000 Mindgruve Board evaluation Develop partnerships and coop advertising opportunities Produce print advertising for inclusion on State and local DM0 programs Manage visitor publications and fulfillment Evaluate how to scale back distribution costs Evaluate different models for providing visitor information 20,000 66 % reduction YOY 26,000 30% reduction YOY 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 V V V V V V V V 10,000 Contracting for Meetings Market Leads/Bookings Interactive/email campaing for group business V V V V 50,000 Partnerships & subscriptions with regional and national tourism organizations 10.000 DMAI database Regional DM0 memberships TOTAL PROMOTIONAL PROGRAM OF WORK 476,000 r carisbad FY12 VISIT CARLSBAD BUDGET - PROPOSED Proposed % Variance INCOME Public Sources CTBID Revenues City of Carlsbad Total Public Sources TOTAL INCOME EXPENSE Labor Salaries Payroll Taxes Benefits Total Labor Promotional Programs Advertising & Production Research Outside Services-Interactive Marketing Outside Services-Group Direct Sales Travel & Entertainment Dues & Subscription Collateral Production & Fulfillment Total Promotional Programs Bulk Mail General Administration Bank Charges Equipment Rental & Maintenance Facility Repair & Maintenance Insurance Office Supplies Postage Taxes Telephone Professional Services (legal, audit) Volunteer Program Miscellaneous Utilities Computer Expense Total G&A TOTAL EXPENSE OVER/(UNDER) FYll FY12 Final to FYll FYll Forecast Budget Variance Budget Forecast 742,548 744,582 (2,034) 744,582 0% 742,548 744,582 (2,034) 744,582 742,548 744,582 744,582 0% 186,430 186,430 0 195,751 1 5% 15,309 15,309 0 16,074 1 5% 23,000 22,309 (691) 27,714 17% 224,739 224,048 (691) 239,539 6% 50,000 60,000 10,000 20,000 2 -150% 4,800 5,000 200 5,000 4% 313,490 309,000 (4,490) 355,000 3 12% 50,000 60,000 10,000 50,000 4 0% 6,000 10,000 4,000 10,000 40% 9,200 9,500 300 10,000 8% 35,065 37,609 2,544 26,000 5 -35% 468,555 491,109 22,554 476,000 2% 6,100 0 -6 1,050 600 (450) 1,100 5% 3,500 4,600 1,100 4,000 13% 80 80 0 108 26% 2,310 2,300 (10) 2,400 4% 2,500 4,000 1,500 3,000 17% 1,100 1,200 100 1,200 8% 105 45 (60) 135 22% 6,500 5,000 (1,500) 5,500 -18% 5,000 6,900 1,900 5,500 9% 975 1,000 25 1,000 3% 1,500 900 (600) 500 -200% 3,200 2,800 (400) 3,700 14% 150 --150 900 83% 27,820 29,425 1,605 29,043 4% 721,114 744,582 744,582 3% 21,434 0 0 FOOTNOTES 1 Merit increase of 5% 2 Reduced advertising and production by $30,000 3 Increase in interactive marketing due to decrease in fulfillment and advertising/production 4 Funds to be used in interactive marketing campaign for group meetings business 5 Reduced fulfillment costs due to decrease in visitor guides 6 Bulk mail costs included in Collateral Production & Fulfillment Approved by VisitCarlsbad Board of Directors %r carisbad where to go for fun On behalf ofthe Visit Carlsbad Board of Directors, Thank you