HomeMy WebLinkAbout2012-05-23; Carlsbad Tourism Business Improvement District; 05-12-78; Approve Agreement Carlsbad Convention BureauCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# OS-12-78 Approve Agreement between CTBID CTBID STAFF
MTG. 5-23-12 and the Cartsbad Convention and GENERAL
Visitors Bureau COUNSEL
DEPT. City Mgr
RECOMMENDED ACTION:
1. Adopt Resolution No. 2012-2 authorizing the Chairperson to enter into agreement between
the Carlsbad Tourism Business Improvement District (CTBID) and the Carisbad Convention
and Visitors Bureau (CCVB) for tourism promofion services for the period July 1, 2012
through June 30, 2013.
ITEM EXPLANATION:
Since the incepfion ofthe Carisbad Tourism Business Improvement District (CTBID), the CTBID
Board has contracted with Cartsbad Convention and Visitors Bureau 501 C-6 corporation (dba
VisitCarisbad) to provide tourism maricefing services for Carisbad. The scope of those services
have included operation of the visitor center, web site development and admlnistrafion, print and
internet advertising, public relafions and various other tourism markefing activities identified in the
contract for that fiscal year. The VisitCarisbad Board develops the scope of work and presents it
to the CTBID Board for approval along with the proposed budget for the work which is then
included in the CTBID annual budget
At the March 28, 2012 CTBID Board meefing, Visit Carisbad presented to the CTBID Board its
proposed program of work and budget for fiscal year 2012-13. Based on its review and
discussion of the budget, the CTBID Board directed staff to bring back the contract for approval
and to include funding for the contract in the CTBID's 2012-13 budget. They also requested that
the DMO solicit proposals from other maricefing groups for the same services provided by
Mindgruve, those proposals can be found at Exhibit 1.
Following discussion, if the Board would like VisitCarisbad to provide promotional and tourism
markefing sen/ices for 2012-13 as oufiined in the contract, the CTBID Board should adopt the
resolution attached at Exhibit 2.
FISCAL IMPACT:
For the fiscal year 2012-13, projected revenues for the CTBID are esfimated at $900,000. The
totai payment for this contract for this twelve-month period is $800,000.
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. Proposals from MEA Digital and i.d.e.a. to provide marketing services to VisitCarisbad.
2. Resolution No. 2012-2 authorizing the Chairperson to enter into agreement between the
CTBID and the CCVB for tourism promotion services for the period July 1, 2012 through
June 30, 2013.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, chervl.aerhardt@carlsbadca.aov
FOR CITY CLERKS USE ONLY.
BOARD ACTION: APPROVED • CONTINUED TO DATE SPECIFIC •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN • OTHER - SEE MINUTES •
AMENDED •
EXHIBIT 1
MSA DIGITAL
April 16, 2012
John Hartman
MEA Digital
1111 6th Ave
San Diego, CA 92101
Dear Sam,
We appreciate you taking us into consideration as an agency partner for Visit Carisbad.
The following is a general project overview and budget recommendations based on your
guidelines.
Overview
MEA Digital will develop & execute a targeted online maricefing campaign to include;
paid search, online display, social media advertising, social media management, email
maricefing, direct mail, campaign development, content creation and media planning.
We will also develop & execute an overarching Carisbad campaign to drive vacafioners
to the City of Carlsbad and put "heads in beds" for the Carisbad Tourism Business
Improvement District's ("CTBID") hotel constituents.
These campaign initiatives will be focused on the primary feeder markets of Los
Angeles, San Francisco, Phoenix, Las Vegas and San Diego. Methodology will include
customer acquisition and retention and linking customer and geographical information
together so that CTBID may prioritize its best markets and sites for expansion.
2012 / 2013 Fiscal Year Budget recommendations attached.
Regards,
John Hartman
Total Budget
Paid Search Total $70,000.00
Display Ads $40,000.00
Facebook Ads $30,000.00
Media Subtotal $140,000.00
Project Management $67,500.00
Paid Search Management $21,000.00
Creative Development $40,000.00
Content Development $40,000.00
Social Media $35,000.00
Email Marketing $28,000.00
Hosting Fees $3,500.00
nri A. 1
Total $375,000.00
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444 W«rt Bmch St
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S»n Dlego, CA 92101
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Visit Carlsbad Proposal
Executive Summary
We are thrilled to be participating in your search for a partner to design
and develop a comprehensive Visit Carlsbad marketing plan. We are
confident that our team of creative strategists will develop a leisure travel
experience that is compelling, polished and representative ofthe project
goals. We believe the brand experience drives all end goals and the end
client, the consumer, is our focus for success. Once assigned the project
we will take you through the proprietary process to properly reach and
communicate effectively with tiie target.
There is an opportunity to increase tourism to the city of Carisbad from its
"feeder" markets, defined as LA, San Diego, SF (northern/central CA),
Phoenix, Tucson, Vegas. Much/All ofthe advertising campaign should be
regional in nature, with some possible national exposure.
i.d.e.a. would like to put together a comprehensive advertising campaign
that leads to increased visibility for Carlsbad and increased tourism to the
city specifically as it relates to overnight stays In member hotels. We
would target travelers who already may have visited Carisbad, but also
travelers that have not traditionally been marketed to who may find
Carlsbad a desirable weekend destinafion. i.d.e.a. will perfonn initial
research to determine target markets and areas of opportunity, develop a
comprehensive strategy, create the corresponding assets for the
campaign, execute offline/online advertising campaign and provide
reporting.
i.d.e.a. Is a progressive, creative communications leader. We deliver
smart, right-sized ideas that live In all the unique places consumers play.
We strive to propel our partners fon/vard and make brands matter.
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444 Wast 8«ec»i St
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I. Timeline
Below are timeframes for the necessary various phases of development.
Upon kick-off of the project i.d.e.a. will provide a full schedule with
proposed due dates for all development milestones.
2 weeks - Discovery, Planning, Briefing
2 weeks - Concepfing
2 weeks - Media plan development
Ongoing - Execufion, Reporting, and Optimization
II. Detailed and Itemized Pricing
Based on the information provWed, we have developed the following
pricing structure. All agency costs are based on 2 rounds of revisions. All
estimates include a +/-10% contingency and are valid for 30 days fi-om
the date of the proposal.
Agency Fees
Client Service and Project Management $70,000
Creative Concepting, Design & Production $40,000
Content Development $35,000
Paid Search Management $20,000
Social Media Program $50,000
Email Mariceting Program $30,000
Hosting Fees $2,500
Subtotal $247,600
Display & Social Ads
Paid Search $70,000
Training $60,000
Subtotal $130,000
**Cost of addifional rounds of revisions will be dependant upon type of
revision request
GRAND TOTAL COSTS
Agency Fees and Media $377,500
We move people, products
III. How We Would Work Together
Client Communications
As with almost everything in life, communication is the key to a happy and
successful agency-client relationship. Upon any new relationship, we
identify the key points of contact for the project. We also do the following
'''ITT Tr to maintain communication:
444 w»8t Bmch St
Pourtb Floor • Weekly client-agency status meetings and accompanying status
San oiescCA92101 reporfs. These are conducted in-pereon or via phone.
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• We utilize online collaborative software that allows for feedback and
messaging to be stored with documents, milestones and progress
reports.
• Daily phone and email correspondence regarding ongoing projects.
• Pre-defined agendas for every meeting, no matter how large or
small. This ensures that all parties are prepared and meetings are
efficient.
• Conference and call reports are completed and distributed to all
stakeholders after every meeting and/or conference call. These
reports ensure all parties are on the same page and that action
Items and next steps were recorded and are moving fonfl^ard.
• We believe in presenting (in-person or phone) creative work, and
presentations are never sent blindly over email. It is important for
our team to walk you through the strategies, implementation and
thought behind each project.
• We host and manage a user-friendly, secure FTP site for the easy
transfer of large files.
• Client will assign a point person (Project Manager) who will manage
all feedback, and interaction during the Project, to ensure
consistency and efficient communications.
Qualitv Control: Processes for Assuring Accuracy
To achieve efficiency and save time for both parties, we have many tried
and true quality control measures in place.
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444 Weat Beech St
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San Diago. CA 92101
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1. We confirm all project specifications with you prior to beginning a
project. It is important that these are all known and communicated at
the onset of a project.
2. Our seasoned Traffic Manager tracks real-time project status through
our traffic software, Workamajig.
3. Before any creative project, we write a creative brief. The creative
brief outiines the target audience, their motivation, what we want to
tell them, how we can justify what we are telling them and the media
we are using. The brief assures we are all on the same page in our
thinking and strategies.
4. Our routing system takes each project through a system of checks
including a round dedicated to proofreading. We have this system
perfected so it does not delay the flow of a project.
EXHIBIT 1
1 RESOLUTION NO. 2012-2
2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT
^ DISTRICT, AUTHORIZING THE CHAIRPERSON TO
4 EXECUTE AGREEMENT WITH THE CARLSBAD
CONVENTION AND VISITORS BUREAU (CCVB) DOING
5 BUSINESS AS VISITCARLSBAD
6 WHEREAS, The City Council ofthe City ofCarlsbad adopted Ordinance No. NS-778
7 enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15,2005 thereby creating
g the Carlsbad Tourism Business Improvement District (CTBID); and
9 WHERE AS, the primary purpose of the CTBID is to promote tourism and provide
10 services to visitors to the City of Carlsbad; and
11 WHEREAS, the City Council has authorized the Board of Directors of the CTBID to
12 conduct the business of the CTBID in the time, place and maimer that best suits the needs of the
13 Board of Directors of the CTBID, subject to the control of federal, state and local laws governing
14 the activities of a Business Improvement District; and
15 WHEREAS, the City Council has provided the Board of Directors with the ability to
15 contract for services necessary to carry out the purpose of the CTBID; and
17 WHEREAS, the Board of Directors of the CTBID has determined that it is in the best
I g interest of the District to promote tourism and provide services to visitors to the City of Carlsbad
19 through the use of agencies that currently exist in the commimity to provide these services; and
20 WHEREAS, the Board of Directors has determined that the Carlsbad Convention and
21 Visitors Bureau (CCVB) possesses the necessary skills to provide services related to the
22 promotion of tourism ; and
23 WHEREAS, the CCVB has agreed that its Board of Directors will not be changed
24 without approval of the CTBID Board during the term of the contract; and
25 WHEREAS, the CCVB has agreed to provide tourism services under the terms and
25 conditions of the agreement attached hereto for the tenn July 1,2012 through June 30,2013,
27 NOW, THEREFORE, BE IT RESOLVED by the Board of Directors ofthe Carlsbad
2g Tourism Business Improvement District, as follows:
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1. That the above recitations are true and correct.
2. That subject to review and approval of the CTBID General Counsel, the Chairperson
is hereby authorized to execute the attached agreement. Exhibit 1, between the
CTBID and the CCVB to provide professional services related to tourism promotion.
3. That the CTBID Board understands that the current seven directors of fhe CCVB
Board are:
Jason Durbin, Sheraton Carlsbad Resort & Spa
Robert Moore, Hilton Garden Inn, Carisbad Beach
Kristine Bane, West Inn & Suites
Peter Kock, LEGOLAND Califomia
Denise Chapman, La Costa Resort & Spa
Drew Allison, Hilton Homewood Suites
Jason McLauglin, Park Hyatt Aviara
The CCVB has agreed that the Board of Directors will not be changed without
approval ofthe CTBID Board during the term of the contract.
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PASSED, APPROVED, AND ADOPTED at a regular meeting ofthe Board of
Directors of the Carlsbad Tourism Business Improvement District on the^^lay of
2012, by the following vote to wit:
AYES: {lan^cc^ /^cuju-dcc^ A^rs, 6^Uf
NOES: AfoA-e,
ABSENT: S^^^^erra^ sStleb-eI,, AlC^^rr>i .c/C
TTM STRIPE
Chair
ATTEST:
LJ2>RRMNE W0(
ro Tem Clerk of i
Carlsbad Tourism Business Improvement District
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