HomeMy WebLinkAbout2012-10-17; Carlsbad Tourism Business Improvement District; 10-23-85; CTBID Grant Program FY 2012-13 FundingCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 10-12-85
CTBID GRANT PROGRAM
CTBID STAFF
MTG. 10-17-12 CTBID GRANT PROGRAM GENERAL 10-17-12
FY 2012-13 FUNDING COUNSEL
DEPT. City Mgr
RECOMMENDED ACTION:
1. Review and consider funding CTBID grant applications from In Motion Events (Carisbad
Marathon) and Competitor Group (Carisbad 5000).
2. Adopt Resolution No. 2012-4 allocating amounts to be determined to the organizations
identified.
ITEM EXPLANATION:
In 2008, the CTBID board approved the guidelines to establish 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 $50,000 in their 2012-13 budget to fund these grants. The grant
applications were due June 15th. Four applications were received with funding requests totaling
$35,000. As part of their contract with the CTBID, the VisitCarisbad Board reviewed the
applications to make funding recommendations to the CTBID Board. The VisitCarisbad Board
met the week of June 18^^, to evaluate the grant requests. The requests were evaluated based
on the following:
Overall program promotes overnight stays in hotels
Program included a "hotel tie in" (ie special rate or package)
Compelling nature of the project and its potential image impact for the region
Strength of marketing and public relations plan, including partnerships
Likelihood that the project will receive publicity outside the San Diego Market
Time of year that the event occurs
As a result of their review and evaluation, the VisitCarisbad Board recommended $20,000 in
funding for the Mercury Insurance Open and they did not recommend funding for ArtSplash.
These recommendations were approved by the CTBID Board at its July 9, 2012 meeting.
The VisitCarisbad Board could not come to a consensus on whether to fund the grant
applications from In Motion Events/Carisbad Marathon and Competitor Group/Carisbad 5000
and therefore have no recommendation. Therefore the CTBID Board shall review the
attached applications and consider whether to fund the grant requests.
FISCAL IMPACT:
The CTBID 2012-13 Budget contains an appropriation of $50,000 for CTBID Grants of which
$30,000 is still available. 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. Resolution No. 2012-4 allocating funding to the organizations identified.
2. Summary of CTBID Grants
3. Competitor Group/Carisbad 5000 CTBID grant application
4. In Motion Events/Carisbad Marathon CTBID grant application
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, cheryl.gerhardt@carisbadca.gov
FOR CITY CLERKS USE ONLY. If BOARD ACTION: APPROVED If CONTINUED TO DATE SPECIFIC •
DENIED If CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN • OTHER - SEE MINUTES •
AMENDED •
//
EXHIBIT 1
1 RESOLUTION NO. 2012-4
2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT
^ DISTRICT, ALLOCATING CTBID GRANT FUNDING FOR
4 2012-13
^ WHEREAS, on March 18, 2008, the Board the Carlsbad Tourism Business
Improvement District (CTBID) established a grant program to fund programs and activities that
7
promote overnight stays in Carlsbad; and
WHEREAS, four organizations submitted applications for 2012-13 CTBID grant funds;
and
WHEREAS, the VisitCarlsbad Board reviewed the applications and made funding
recommendations to the CTBID Board for two of the organizations which were approved at the
CTBID Board's July 9, 2012 meeting.
WHEREAS, the CTBID Board reviewed the applications for the other two
organizations.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That the CTBID Board hereby allocates funding in the amount of $5,000 to In
Motion Events for the 2013 Carlsbad Marathon in accordance with the Grant
Guidelines.
3. That the CTBID Board hereby allocates funding in the amount of $20,000 to
Competitor Group for the 2013 Carlsbad 5000 in accordance with the Grant
Guidelines.
///
///
///
///
///
9
10
11
12
13
14
15
16
17
18
19
20
21
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 regular meeting ofthe Board of
Directors of the Carlsbad Tourism Business Improvement District on the day of
QrJ:i>lo^^ 2012, by the following vote to wit:
AYES: Board Members Stripe, Nayudu, Canepa, Stiebeling.
NOES: None.
ABSENT: Board Members McCormick, Becerra, Akers.
Chair
ATTE
fEWOOD
ofthe
Carlsbad T(5urism Busine
///
///
///
III
III
III
III
III
III
III
III
III
provement District
5
EXHien* 2
SUMMARY OF CTBID GRANT REQUESTS
2012-13
Grant Progrann 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 ofthe 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
Mercury Insurance Open- Women's Tennis Association Tournament to be held at the La Costa Resort &
Spa July 14 - 22, 2012. 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 have a new event managing company,
Desert Champions, LLC.
2011-12
Grant
Request
2011-12
Recommended
Funding
Past
Years
Funded
$15,000+ $ 20,000
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 22nd & 23rd and is expected to attract 30,000
visitors. This year they are requesting funding to redesign their website.
in Motion, Inc. - The Carlsbad Marathon is to be held January 27, 2013. This event is projected to bring
3,000-4,000 out of town visitors. Grant request is for advertising to nearby markets including Orange,
Los Angeles, Riverside and San Bernardino as well as border cities in A2 and NV. They will also promote
more race related and local activities and attractions to encourage marathoners to spend more time in
Carlsbad.
5,000
$ 10,000 tbd
Carlsbad 5000 - The Carlsbad 5000 is a two day running event that has taken place in Carlsbad for the
past 27 years. It brings more than 20,000 runners, spectators and running fanatics to Carlsbad each
year. Grant money would be used to expand marketing effors to increase the number of participants. $ 20,000 tbd
Total $ 35,000 $ 20,000
EXHIBIT 3
Carlsbad Tourism Business Improvement District
GRANT APPLICATION
Submit to; Due Date June 15,2012
Carlsbad Tourism Business Improvement District
Attn: Cheryl Gerhardt
1635 Faraday Avenue
Carlsbad.CA 92008
Or Fax to 760-602-8533 or email chervl.gerhardt(2),carlsbadca.gov
Questions? Call Cheryl Gerhardt 760-602-2753
Please complete the follomng application. You may attach additional pages if necessary.
Name of J - i / /
Applicant: LofYSQellic^r hrc/up I CcArlsb^A fiCTQO
Address: ^iHll Waple S S7e /5<^; 5«rt^ D.^^c^.C^ ^l^i^l
Phone: ( &5^) ^ ^0~&SIO Email h If&rr^^pe.l l^^-^ ^c^fi^ Co^^
Contact 6£^A^h / A (gS(g) l^f^-^HIS
name phone
Federal Tax ID # or Social Security #: 96'" 1 3>*?^^H 6
Amountof Grant Request: $ ^ O^OOO Program Description/Scope (please use additional pages if necessary but no more tiian
3):
Describe your program:
Sf.e. cxiiar:ht^J (JcK^lA^f^f^i''
lb
Financial Capabilities/Budget:
Current fimding sources and levels (identify source of matching funds):
Reporting Requirements:
A report on how the fimds were spent will be required to be filed with the CTBID. Proof
of program expenses (ie receipts) are required to be held for two years during which time
the CTBID reserves the right to audit the records.
We agree to adhere to the reporting requirements described above. Yes No •
Other Requirements
Grant recipients will be required to recognize on all printed material that grant program is
fimded in part by the CTBID.
Certification;
I, the undersigned, do hereby attest that the above information is true and correct to the best
of my knowledge.
Signature Title Date
Grant Application Timetable
May 23,2012 Grant guidelines available
June 15,2012 Grant applications due to City office by 5 p.m.
June 2012 Grant applications reviewed
July 2012 Grant recipients announced
CARLSBAD TOURISM GRANT APPLICATION
Carlsbad 5000
Program Description:
The world famous Carlsbad 5000 running event has taken to the streets of Carlsbad for 27 years. Carlsbad
5000 is known for its scenic course, beach party atmosphere and most distinctively, world records.
Carlsbad is home to 16 world records in the 5K race and the top 22 World's Best 5K finishes of all time.
The fast, scenic course and euphoric atmosphere bring more than 20,000 runners, spectators and running
fanatics to Carlsbad each year.
In its 24* year, Junior Carlsbad was one of the first running events for kids. Each year 3,000 kids, 12 and
under, come to Carlsbad for a day of running fun. The race distances range from a diaper dash for the
toddlers to a mile mn for the 7-12 year olds. The event is catered for all abilities and skill levels, with the
main focus on encouraging kids to live a healthy lifestyle and making mnning fiin!
Carlsbad 5000 and Junior Carlsbad combined make for a ftm family friendly event weekend focused on
health and fitness.
CGI strategizes and conducts a thorough marketing campaign each year including but not limited to print,
television, digital, email, social media, grassroots and a national promotion expo tour.
Print: Approximately 200,000 collateral pieces are printed each year for the Carlsbad 5000 and Junior
Carlsbad events for promotions and event notifications. These pieces are distributed through direct mail,
grassroots marketing, expos and distribution.
In addition, print ads run in magazines and newspapers including, but not limited to, Competitor
Magazine, Triathlete Magazine, Race Place (cover) and Coast News.
Digital: As part of Competitor Group Inc., other digital media properties are leveraged to promote the
event and the City of Carlsbad both locally and nationally by placing banner ads on appropriate race and
content pages. For example, CGI features a digital banner ad on the Rock 'n' Roll San Diego, P.P.
Chang's Rock 'n' Roll Arizona and TriRock San Diego event page(s) during high traffic times.
Social Media is an increasingly successful mode of marketing for Carlsbad 5000 and Junior Carlsbad. We
not only use our own Facebook page to communicate to runners, but we also partner with many other
businesses and events to promote to one another's fan base.
Email: Having large databases from our other properties, we leverage lists from other Competitor Group
events (i.e. Rock 'n' Roll Marathon Series) to draw in new runners each year. In order to reach an even
broader demographic, we also partner with other local events and organizations to promote to their lists.
n
Financial Capabilities/Budget;
Marketing:
• General Promotions: S6,000
• Printing: $11,000
• Grassroots: $2,500
• Direct Mail: $10,000
• Distribufion: $3,000
• Advertising: $36,640
• TOTAL MARKETING SPEND: $69,140
Additional financial contributions, fi'om departments other than marketing, available upon request.
How Grant Money would be Spent:
With additional money for event marketing from the grant, the Carlsbad 5000 team would expand their
marketing plan. New marketing initiatives would include the following, with the main goal to increase the
number to participants and therefore increasing the economic impact for the city.
• Increase direct mail to include counties outside of San Diego
• Create new signs for Carlsbad Kiosks that do a better job of marketing the event
• Print banners to be placed along seawall in Carlsbad and Encinitas leading up to the event
(pending pennit approvals from cities)
• Buy new email lists for areas outside of San Diego County to bring more and new out of town
mnners
• Buy and print signage (i.e. A-Frames) for trailheads in and around the Carlsbad area (pending city
permit approval)
• Increase the number of grassroots events attended throughout the year
If there are marketing initiative Carlsbad Tourism would like to see done, CGI is willing to explore any
and all marketing ideas.
About Competitor Group Inc.
Headquartered in San Diego, Calif., Competitor Group, Inc. (CGI) is the active lifestyle industry's
leading media and event entertainment company. The aggregate CGI customer base now exceeds 7
million endurance enthusiasts and athletes. CGI's portfolio of media assets dominate the expanding
endurance industry and include a robust digital community on the web and on mobile across the
Competitor Endurance Sports Network of websites. With a leading market share of endurance enthusiasts,
CGI owns and operates more than 65 events around the world, including the flagship Rock 'n' Roll
Marathon Series in 29 markets, the Land Rover TriRock Triathlon Series in 7 markets, the Columbia
Muddy Buddy Series in 8 markets and the Lady Speed Stick* Women's Half Marathon Series in 5
markets, collectively delivering more than 600,000 professional and amateur participants in 2012.
Anchoring the company with rich content and marketing leverage are five publishing properties dedicated
to nmning, cycling and triathlon including Velo, Inside Triathlon, Triathlete, Women's Running and
Competitor with a combined monthly circulation of over 700,000.
EXHIBIT 4
Carlsbad Tourism Business Improvement District
GRANT APPUCATION
Submit to: Due Date June 15, 2012
Carlsbad Tourism Business Improvement District
Attn: Cheryl Gerhardt
1635 Faraday Avenue
Carlsbad, CA 92008
Or Fax to 760-602-8533 or email cheryl.gerhard1@carlsbadca.gov
Questions? Call Cheryl Gerhardt 760-602-2446
Please complete the following application. You may attacti additional pages if necessary.
Name of Applicant: In Motion, Inc.
Address: 6116 Innovation Way. Carlsbad. CA 92009
Contact Name: Christine Adams
Phone: 760.692.2900
Email: christine@inmotionevents.com
Federal Tax ID #: 33-0142668
Amount of Grant Request: Up to 510.000
Program Description/Scope
Describe your program:
The Carlsbad Marathon has been a valuable Carlsbad asset since 1991 when In Motion, Inc. was
invited by the former city manager, Ray Patchette, to relocate the event from the City of San Diego
to Carlsbad.
The event has grown each year in terms of participants, auxiliary events and awareness.
The marathon is now accompanied by a very popular half marathon, the Kids Marathon Mile at
LEGOLAND (one of the largest children's running events in California) and the three-day Health and
Lifestyle Expo which is considered one of the best marathon expos in the country.
In spite of the economic downturn, the marathon and half marathon continue to attract 10,000
runners and walkers, the Kids Marathon Mile provides 3,000 children the opportunity to run through
LEGOLAND and the three-day Health and Lifestyle Expo draws nearly 20,000 visitors.
Participants come to the Carlsbad Marathon from across the country and around the world. In 2012,
participants came from forty-eight states and thirteen countries.
Completing a marathon or a half marathon requires a major commitment including six months of
training and it appeals to a market of active, affluent achievers. They enjoy traveling and have the
disposable income to combine travel with their running passion.
In addition to the participants, hundreds of vendors descend on Carlsbad on race weekend to
display, demonstrate and sell products at the Health and Lifestyle Expo. Event sponsors often attend
with regional and national representatives to see how their marketing dollars are being spent. They
often bring their families for a fun-filled weekend (or longer) in the beautiful seaside village of
Carlsbad.
Several additional features of the Carlsbad Marathon add to the value of the event. Our Official
Charities program will provide more than twenty non-profit organizations with a vehicle to raise funds
and awareness for their causes. Last year more than $450,000 was raised through this program and
every penny went directly to these non-profit organizations.
Run for Your School was introduced four years ago to help schools raise funds by entering teams in
the Kids Marathon Mile. A portion of each entry fee goes back to the schools who participate.
1
Through this program, area schools are not only able to raise funds, but also improve the fitness level
of their students.
In Motion also offers a six-month training program. In Motion Fit, which annually draws more than six
hundred runners and walkers from first-timers to long-time marathoners and everything in between,
and prepares them for the marathon or half marathon. Many of the members are Carlsbad residents.
There is no question that the Carlsbad Marathon contributes to the overall health and fitness of the
community.
How wili fhe program benefit Carlsbad tourism?
The Carlsbad Marathon will directly benefit Carlsbad tourism in the following ways:
Bv filling hotel rooms on race weekend
The Carlsbad Marathon will once again work with Christine Ghezzi of Global Event Solutions to
provide travel services for participants and serve as a liaison between hotels and the Carlsbad
Marathon. This will allow us to continue to accurately track the number of room nights booked as a
result of the event.
Bv promoting Carlsbad as a beautiful vacation destination
The pre-event advertising and the event coverage present Carlsbad in a very favorable light and
showcase it as a great place to plan a winter getaway. After visiting Carlsbad for the marathon,
many participants decide to make a return visit to vacation and see more of North County.
Bv hiahliahting Carlsbad to targeted nearby markets
We expect mcrathoners will continue to choose events thot offer the fun ond excitement of trgvel
without the expense of increasing airfares. If we are awarded a CTBID grant, we will use the funds to
"sell" the Carlsbad Marathon to nearby markets including Orange, Los Angeles, Riverside and San
Bernardino counties as well as border cities in Arizona and Nevada. We'll also promote more race-
related and local activities and attractions to encourage marathoners to spend more time in
Carlsbad.
Projected # of out of town visitors: 3.000 - 4.000
Projected # of overnight stays: 400-500
Applicant Backaround:
This applicant is a (an):
• Non-Profit • Local Public Agency ^ For-Profit • Individual • Other
Years in Business: 31
Number of Employees: 5 full-time, 2 part-time and a weekend staff of 15
Number of Volunteers: 2.000
Names of Officers and Board of Directors:
Name: Title:
Lynn Flanagan President
Christine Adams Chief Executive Officer
Ellen Larson Vice President
Experience In Program Area:
We have been producing the marathon since 1986 and moved it from San Diego to North County in
1991. We have 31 years of experience in every aspect of race management including logistics,
marketing, sponsorship, public relations and volunteer management.
We have an excellent relationship with the City of Carlsbad and work closely with City staff to make
the Carlsbad Marathon a very positive and valuable experience for the participants, the City of
10
Carlsbad, its citizens and businesses. Our success is a direct result of our commitment to excellence
and our ability to work as a team with the City of Carlsbad.
Financial Cqpobllltles/Budaet:
We are a very stable company in business since 1981. We have excellent credit and a healthy
reserve to produce this event which has a budget of just over $4^,000. Our funding comes from
entry fees, expo vendor fees and sponsorship.
We also have long-term contracts with clients who pay us a monthly management fee to produce
fundraising events for them. These clients include the Son Diego Affiliate of Susan G. Komen for the
Cure, the Orange County Affiliate of Susan G. Komen for the Cure, Chelsea's Light Foundation and
Rady Children's Hospital. We would be happy to supply letters of recommendation and/or evidence
of our financial stability if required.
Reoortlna Requirements:
A report on how the funds were spent will be required to be filed with the CTBID. Proof of program
expenses (i.e., receipts) are required to be held for two years during which time the CTBID reserves
the right to audit the records.
We agree to adhere to the reporting requirements described above. Yes 13 No •
Other Requirements
Grant recipients will be required to recognize on all printed material that grant program is funded in
port by the CTBID.
Certificqfion:
I, the undersigned, do hereby attest that the above information is true and correct to the best of my
knowledge.
CEO
Signature Title Date
Grqnt Appliccition TImetqble
May 23, 2012 Grant guidelines available
June 15,2012 Grant applications due to City office by 5 p.m.
June 2012 Grant applications reviewed
July 2012 Grant recipients announced
0\