HomeMy WebLinkAbout2013-04-17; Carlsbad Tourism Business Improvement District; 04-13-89; Proposal from VisitCarlsbadCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL ^ .
CTBID STAFF AB# 04-13-89
MTG. 4-17-13
Proposal from VisitCarlsbad
(Carlsbad Convention and Visitors
Bureau)
GENERAL
COUNSEL
RECOMMENDED ACTION:
Receive report from VisitCarisbad and direct staff accordingly.
ITEM EXPLANATION:
Since the Inception of the Carisbad Tourism Business Improvement District (CTBID), the CTBID
Board has contracted with Carisbad Convention and Visitors Bureau 501C-6 corporation (dba
VisitCarisbad) to provide tourism marketing services for Carisbad. The scope of those services
have included operation of the 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 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.
The VisitCarisbad Board has developed the 2013-14 proposed budget and program of work
presented at Exhibit 1. The CTBID Board should receive their report and discuss the proposal.
Following the discussion, if the Board would like to contract with VisitCarisbad to provide these
services for 2013-14, the CTBID Board should direct staff to bring back the contract for adoption
at the next Board meeting.
FISCAL IMPACT:
For the fiscal year 2013-14, projected revenues for the CTBID are estimated at $900,000. The
total payment for these proposed services for the twelve-month period is $749,500.
ENVIRONMENTAL IMPACT:
This action does not qualify as a project under the California Environment Quality Act ("CEQA")
and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b).
EXHIBITS:
1. Proposed budget and program of work for tourism promotion services from VisitCarisbad for
the period July 1, 2013 through June 30, 2014.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-277-5203, chervl.aerhardt@carisbadca.us
"carisbad
INCOME
Public Sources
CTBID Revenues
City of Carlsbad
Total Public Sources
FY14 VISIT CARLSBAD BUDGET - DRAFT
TOTAL INCOME
EXPENSE
Labor
Salaries
Payroll Taxes
Works Comp
Benefits
Total Labor
Promotional Programs
Advertising & Production
Research
Outside Services-Interactive Marketing
Outside Services-Group Direct Sales
Outside Services-Public Relations
Public Relations Events
Travel & Entertainment
Dues & Subscription
Collateral Production & Fulfillment
Total Promotional Programs
Bulk Mail
Proposed
FY13 Budget
(F)
FY13 YTD
Actuals 5
Variance FY14 Budget
800,000 600,003 # (199,997) 750,000
800,000 600,003 (199,997) 750,000
800,000 600,003 (199,997) 750,000
% Variance
to FY14
Forecast
20%
201,337 154,353 (46,984) 205,364 4 2%
16,556 12,453 (4,103) 17,000 3%
3,800 1,433 (2,367) 4,000 5%
22,500 16,820 (5,680) 22,328 -1%
244,193 185,058 (59,135) 248,692.
22,700 20,575 (2,125) 25,000 9%
2,800 4,350 1,550 5,000 44%
335,000 246,575 (88,425) 326,000 -3%
48,000 48,000 0 -2
70,000 44,549 (25,451) 70,000 0%
0 -0 4,000 3 100%
10,000 10,111 111 10,000 0%
10,000 2,833 (7,167) 6,500 -54%
28,000 13,341 (14,659) 25,000 -12%
526,500 390,335 (136,165) 471,500 -11.7%
0 --
General Administration 30
Bank Charges 1,157 224 (933) 1,000 -16%
Equipment Rental & Maintenance 3,000 2,081 (919) 3,000 0%
Facility Repair & Maintenance 150 89 (62) 150 0%
Insurance 2,400 806 (1,594) 2,400 0%
Office Supplies 3,000 1,566 (1,434) 3,000 0%
Postage 2,000 1,223 (777) 2,000 0%
Taxes 150 91 (59) 150 0%
Telephone 6,000 4,796 (1,204) 6,000 0%
Professional Services 5,600 4,400 (1,200) 5,600 0%
Volunteer Program 1,000 504 (496) 1,000 0%
Miscellaneous 150 527 377 300 50%
Utilities 3,700 1,596 (2,104) 3,700 0%
Computer Expense 1,000 1,577 577 1,008 1%
Total G&A 29,307 19,509 (9,798) 29,308 0%
TOTAL EXPENSE
0VER/(UNDER)
FOOTNOTES
800,000 594,902 749,500 -6.7% TOTAL EXPENSE
0VER/(UNDER)
FOOTNOTES
0 (5,101) (500)
1 Budget reduced by $50k for FY2014
2 The majority of the budget cut will come from Group Direct
3 Add PR Events line item to cover PR Event costs
4 2% COLA
5 FY13 (A) is YTD up to March 2013
DRAFT: 4/10/2013
FY14 -- PROGRAM OF WORK - PROPOSED
VISIT CARLSBAD
Strategy and Tactics Q1
Timing
Q2 Q3 Q4 Budget Comments
Prioritize and develop market intelligence on the leisure travel segment
Extract Carlsbad visitor information from SDCVB Visitor Profile Study
STR subscription to include key competitive markets
V
V V V V
5,000 STR & Visitor Profile
Manage Interactive agency Program of Work V V V V 326,000 Digital Advertising Agency
Including pay-per-dick advertising, display advertising, email
Manage Public Relations Program of Work
Including hosting travel writers, lead generation, fielding broadcast
Review CTBID Grant applications and make funding
Develop partnerships and coop advertising opportunities
Produce print/digital advertising for inclusion of local suppliers
Manage visitor publications and fulfillment
Evaluate how to scale back distribution costs
Evaluate different models for providing visitor information
Earn unpaid media exposure through public relations
Pitch story ideas, whats new, host travel writers
Coordinate media FAMs with PR agency
Travel & eEntertainment
V V V V
V V V V
V V V V
t>i 6U.W
70,000 Destination Counselors International
Board evaluation
C^oo")
25,000 Certified Folder Display
4,000 Visit CA Media Events
10,000
Partnerships & subscriptions with regional and national tourism organizations
Regional DMG memberships
TOTAL PROMOTIONAL PROGRAM OF WORK
V V V V 6.500 DMAI EmpowerMINT
471,500
DRAFT
April 12, 2013