The URL can be used to link to this page

Home My WebLink About2011-07-13; Carlsbad Tourism Business Improvement District; 07-11-69; CTBID Grant Program FY 2011-12 RecommendationsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL CTBiD STAFF {"^j GENERAL COUNSEL AB# MTG. 07-11-69 7-13-11 DEPT. City Mgr CTBIO GRANT PROGRAM FY 2011-12 FUNDING RECOMMENDATIONS RECOMMENDED ACTION: Adopt Resolution No. 2011-5 approving the Carlsbad Tourism Businesk (CTBID) grant funding as recommended by the VisitCarisbad Board and the organizations klentt'fied. Improvement District appropriating funds to ITEM EXPLANATION; In 2008, the CTBID board approved the guklelines to establish a formal in the guidelines (shown at Exhibit 1), the objectives ofthe grant program grant program. As stated are to: • Fund projects or events that are going to increase ttie ovemigfjt stays in hotels; • Encourage the development of innovative tourism products; • Promote collaboration within and across sectors of ttie tourism Industry; • Reach Important travel segments such as multicultural, family i ind senior maricets; • Strengthen ttie mariceting capacity of our partnering organizations; and • Combine ttie resources of the CTBID and its tourism parttiers to leverage their collective mariceting efforts. The CTBID Board appropriated $20,000 in their 2011-12 budget to fund ttiese grants. The grant applications were due by June 24th. Four applications were receh^ed w th funding requests totaling $33,000. As part of tiieir contract witti the CTBID. ttie VisitCaridbad Board reviewed the appltoatlons to make funding recommendations to ttie CTBID Board. The VisitCarisbad Board met on June 29*^, to interview ttie applicants and evaluate ttie grant reqi^ests. The requests were evaluated based on ttie following: Overall program promotes ovemight stays in hotels Program included a "hotel tie In" (ie special rate or package) Compelling nature of ttie project and its potential image impact folr the region Strengtti of mariceting and public relations plan, including parttien»hips Likelihood that the project will receive publtoity outside the San D ego Martcet Time of year that the event occurs As a result of ttieir 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 tiie grant requests and VisitCartsbsd's recommendations for funding. FISCALiMPACT: The CTBID 2011-12 Budget contains an appropriation of $20,000 for CffBID Grants. No further appropriation is required. ENVIRONMENTAL IMPACT: This action does not approve any prc)jects that will have a physical adverse affect on ttie environment so it falls within the general rule under CEQA that this is a project (CEQA Regulation 153789(b)). | EXHIBITS: 1. CTBID Grant Guidelines. 2. Summary of CTBID Grants. 3. Resolution No. 2011-5 allocating funding to tiie organizations idenfified. DEPARTMENT CONTACT: Cheryl Gerhardt. 760-602-2446, cheryl.genardt@carisbadca.gov FOR CITY CLERKS USE ONLY ^ BOARD ACTK>N: APPROVED ^ CONTINUED TO DATE SPE DENIED • CONTINUED TO DATE UNH CONTINUED • RETURNED TO STAFF WITHDRAWN Uy OTHER - SEE MINUTES AMENDED >(7 CIFIC • NOWN • • • EXHIBIT 1 CARLSBAD TOURISM BUSINESS IMPROVEMENT GRANT PROGRAM GUIDELINES I. ABOUT THE GRANT PROGRAM The Carisbad Tourism Business Improvement District (CTBID) Grant developed by the CTBID, an assessment district created by the hotels in Cairisbad marketing and visitor programs to promote the City of Cartsbad as a tourism to fund projects, programs, and activities, including appropnate administrative hotels within the boundaries of the District. The objectives of the grant DISTRICT Ppgram is a program to administer visitor destination and charges, that benefit 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 s snior maricets; Strengthen the mariceting capacity of our partnering organizations; and Combine the resources of the CTBID and its tourism partners to leverage their collective mariceting efforts. The grant program was created by the CTBID Board In 2008 setting aside 5^/o of the CTBID budget for grant awards beginning with the 2008-09 Budget. In Fiscal Year 2011-12, up to $20,000 will available for grant awards. II. TYPES OF PROJECTS SUPPORTED CTBID Grants generally funds out-of-reglon mariceting projects including festivals, perfonning & fine art events, sporting events, youth events and history & heritage events. events are tie in (e.g. special A primary goal of the program is to promote ovemight stays; therefore, one-day ineligible for support. Added weight is given lo projects that include a hote|l rate or package) and projects with high attendance. lil. ABOUT GRANT ELIGIBILITY The lead organization applying for CTBIO 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 Carisba^i. The proposed project must occur between July 1,2011 and June 30,2012. Grant recipients will be required to: • Sign a letter of agreement binding their organlzatlon(s) lo the terms a^id 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 organizjation one dollar per dollar awarded. 1 IV. ABOUT ELIGIBLE MARKETING ACTIVITIES AND EXPENSES only: Grant funds may be used for the following marlceting-related purpose!; • 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 developme|nt of new sections to existing web sites • Mariceting efforts above and beyond nornial mariceting done in the V. ABOUT INELIGIBLE MARKETING ACTIVmES AND EXPENSES The following activities cannot be covered by grant funds: • Staffing or personnel costs • Outdoor advertising (billboards and other and other unaudited medi^) • 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 ofthe project and its potential image impact for the region Potential to attract significant numbers of visitors and to generate oyemight slays Strength of mariceting and public relations plan, including partnerships Likelihood that project will receive publicity outside San Diego market Organizational capacity for and commitment to mariceting Potential to complement and enhance the CTBID's regional marketiihg riast Vil. ABOUT THE PROPOSAL REVIEW PROCESS During the first year of the grants the CTBID Board will review grant applications be inten/iewed or asked to provide additional infonnation as part of the reviey/ board of directors approves final grant recipients. VIII. ABOUT DISTRIBUTION OF FUNDS AND GRANT REPORTING Funds are disbui-sed on a reimbursement basis. CTBID will reimburse gitantees upon receipt of the final report detailing the results of the project along with copies of tfie pre-approved advertisements and collateral materials supported through the grant The r&tuest accompany the final report and will include a detailed account of grant relateq expenses. . Applicants may process. CTBID's for payment will and matching EXHIBrr 2 SUIVIMARY OF CTBID GRANT REQUESTS 2011-12 Grant Program Objectives: a. Fund projects or events that are going to increase the overnight stays in hotels; p. 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; and f. Combine the resources of the CTBID and its tourism partners to leverage their collective marketing efforts. Event Description 2011-12 Grant Request 2011-12 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 7th, 2011. This event will have international television coverage and is anticipated to attract 30,000 out of town visitors. Grant request is for TV advertising, Hispanic Marketing print and broadcast and collateral materials and postage. This year they are having an economic impact study done by San Diego State. $ 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 24th & 25th and is expected to attract 30,000 visitors. This year they have added a walk to take place on Sunday morning. Grant request Is for cable TV buy in Riverside County. $ In Motion, Inc. - The Carlsbad Marathon is to be held January 22,2012. This event is projected to bring -3,000-4,000 out^rf^own^sltera^rantTequestirforadverttslngl'onTea^^ markets including Orange, Los Angeles, Riverside and San Bernardino 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 Carisbad. ^ New Village Arts Theatre (NVA) - NVA brings professional theatre to the Carlsbad Village. NVA seeks $8,000 to share its Mainstage program with patrons beyond the Sand Diego market through seven direct mail marketing pieces. ^ 10,000 5,000 10,000 $ 8,000 11,000 4,000 5,000 Total $ 33,000 $ 20,000 1 RESOLUTION NO. 2011-5 2 A RESOLUTION OF THE BOARD OF DIRECTORS OF CARLSBAD TOURISM BUSINESS IMPROVEMENT ^ DISTRICT, ALLOCATING CTBID GRANT FUNDING FOR 2011-12 4 5 6 7 8 9 10 11 12 13 14 15 16 WHEREAS, on March 18, 2008, the Board of the Carlsbad Tourism Business Improvement District (CTBID) established a grant program to fund programs and activities that promote ovemight stays in Carlsbad; and WHEREAS, four organizations submitted applications for CTBID grant funds; and WHEREAS, the VisitCarlsbad Board reviewed the applications and has made funding recommendations to the CTBID Board for three organizations. NOW THEREFORE, BE IT RESOLVED by the Board of Directors ofthe Carlsbd Tourism Improvement District, as follows: 1. That the above recitations are true and correct. 2. That it hereby allocates funding in the amount of $4,000 to In Motion Events for the 2012 Carlsbad Marathon in accordance with Grant Guidelines. 3. That it hereby allocates funding in the amount of $5,000 to ArtSplash for ArtSplash 2011 in I g accordance with the Grant Guidelines. 19 4. That it hereby allocated funding in the amount of $10,000 to the Mercury Insurance Open for the 20 2011 Women's Teimis Association Tournament to be held at La Costa Resort and Spa in 21 accordance with Grant Guidelines. 22 /// 23 /// 24 /// 25 /// 26 /// 27 /// 28 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 Special Meeting ofthe Carlsbad Tourism Business Improvement District Board of Directors on the 13* day of July 2011, by the following vote, to wit: AYES: Board Members Stripe, Becerra, Canepa, Nayudu, Stielbeling. NOES: None. ABSENT: Board Members McCormick, Howard-Jones. Tim Stripe, Chairperscn J ATTEST: