HomeMy WebLinkAbout2013-07-10; Carlsbad Tourism Business Improvement District; 07-13-94; CTBID Grant FY 2013-14 Funding RecommendationsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
CTBID STAFF AB# 07-13-94
MTG. 7-10-13 CTBID GRANT PROGRAM
FY 2013-14 FUNDING
RECOMMENDATIONS
GENERAL
COUNSEL
RECOMMENDED ACTION:
Adopt Resolution No. 2013-5 approving the Carlsbad Tourism Business Improvement District
(CTBID) grant funding as recommended by the VisitCarlsbad Board and appropriating funds 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 $150,000 in its 2013-14 budget to fund these grants. The grant
applications were due by June 24th. Six applications were received with funding requests totaling
$205,000. As part of its contract with the CTBID, the VisitCarisbad Board reviewed the
applications to make funding recommendations to the CTBID Board. The VisitCarisbad Board
met June 25*'' and July 1^*, to interview the applicants and evaluate the requests. The requests
were evaluated based on the following:
Overall program promotes ovemight 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 is recommending funding for
five of the requests for a total of $50,000. The table in Exhibit 2 summarizes the grant requests
and VisitCarlsbad's recommendations for funding.
FISCAL IMPACT:
The CTBID 2013-14 Budget contains an appropriation of $150,000 for CTBID Grants. No further
appropriation is required,
APPROVED 7-/0-/5
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 aile under CEQA that this is not a project (CEQA
Regulation 15378 (b)).
EXHIBITS:
1. Resolution No. 2013-5 allocating funding to the organizations identified.
2. Summary of CTBID Grant Requests and Recommendations
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, cheryl.gertiardt@carisbadca.gov
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
EXHIBIT 1
1 RESOLUTION NO. 2013-5
2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT
^ DISTRICT, ALLOCATING CTBID GRANT FUNDING FOR
4 2013-14
^ 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 ovemight stays in Carlsbad; and
WHEREAS, six organizations submitted applications for Fiscal Year 2013-14 CTBID
grant funds; and
WHEREAS, the VisitCarlsbad Board reviewed the applications and has made funding
recommendations to the CTBID Board for five organizations.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors ofthe Carlsbad
Tourism Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That it hereby allocates funding to the following events in the following amounts in
accordance with Grant Guidehnes:
Southem Califomia Open Tennis $ 10,000
Carlsbad Marathon $ 10,000
Carisbad 5000 $15,000
Carlsbad Music Festival $ 5,000
San Diego Jazz Festival $ 10,000
///
///
///
///
///
///
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 of the Board of
Directors of the Carlsbad Tourism Business Improvement District of the City of Carlsbad
held on the 10* day of July 2013 by the following vote, to wit:
AYES: Board Members Stripe, Canepa, McCormick, Akers, Nayudu, Becerra,
Stiebeling.
NOES: None.
ABSENT: None..
TIM STRIPE,!
ATTEST:
BARBARA ENGLESON
Pro TemKtoK of the^6^rlsbad Tourism
Business Improvement District
-2-
EXHIBIT 2
SUMMARY OF CTBID GRANT REQUESTS & RECOMMENDATIONS
2013-14
Grant Program 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 collat)oration 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
2013-14
Grant
Request
2013-14
Recommended
Funding
Past
Years
Funded
So Cal Open - Women's Tennis Association Tournament to be held at the La Costa Resort & Spa July 27 - Aug 2, 2013. This event
will have international television coverage and is anticipated to attract 25,000+ out of town visitors. Grant request is to be used
directly toward marketing costs with majority going toward the national and international TV broadcast and advertising expenses. $ 130,000 $ 10,000
La Costa Film Festival - This new event, presented by La Costa Dreams, Inc., is to be held at the La Costa Resort October 24-27,
2013. Grant funds are being requested to fund publicity, marketing materials, web design and AV needs for the event. $ 20,000 0
Carlsbad Marathon - The Carlsbad Marathon, produced by In Motion, Inc., is to be held January 19, 2014 over the Martin Luther
King Holiday weekend. 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 AZ and NV to increase out of town
event participants. S 10,000 $ 10,000
Carlsbad 5000 - The Carisbad 5000 is a two day running event to be held March 29 & 30, 2014, that has taken place in Carlsbad for
the past 27 years. It brings more than 20,000 runners, spectators and running fanatics to Carisbad each year. Grant money would
be used to expand marketing effors to increase the number of participants. S 20,000 $ 15,000
Carlsbad Music Festival - This is an annual event that features world-class performers and composers in the seaside village of
Carlsbad. The 2013 event is planned for September 20-22, 2013 which will be the 10th year for the event. Grant money would be
used to improve the website and fund out of region marketing efforts. $ 10,000 $ 5,000
San Diego Jazz Festival - This three day event to be held at La Costa Resort & Spa Memorial Day Weekend 2014, which will be the
second year for this event. It features smooth jazz, R & B and neosoul music. Grant is being requested by BTW Concerts, the
promoter ofthe event, to do print, radio, direct mail and internet marketing to attract visitors out of the County.
Total $
15,000 _$_
205,000 $
10,000
50,000
Past CTBID Grant Funding
Event 2008-09 2009-10 2010-11 2011-12 2012-13 Total
Artsplash $ 6,664 $ 7,200 $ 4,000 $ 4,000 $ 21,864
Marathon 9,878 5,520 5,820 5,000 5,000 31,218
Carisbad 5000 20,000 20,000
Womens Tennis 10,000 10,000 20,000 40,000
SD Jazz Festival 5,000 5,000
Carlsbad Music Festival 0 0^
Total Funded $ 16,542 $ 12,720 $ 19,820 $ 19,000 $ 50,000 $ 118,082