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Home My WebLink About2014-07-30; Carlsbad Tourism Business Improvement District; 7-14-104; 2013-14 CTBID Grant Recipient's Final ReportsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 7-14-104 2013-14 CTBID STAFF MTG. 7-30-14 CTBID Grant Recipient's Fina! Reports GENERAL COUNSEL CTBID Grant Recipient's Fina! Reports RECOMMENDED ACTION: Receive final reports from 2013-14 CTBID grant recipients. ITEM EXPLANATION: At its 3-18-08 meeting, The CTBID board established 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 ofthe CTBID and its tourism partners to leverage their collective marketing efforts. The CTBID Board appropriated $50,000 in its 2013-14 budget to fund these grants. The following amounts were awarded: $10,000 to In Motion Events, the producers ofthe Carlsbad Marathon, $10,000 to the producers of the San Diego Jazz Festival, held at La Costa Resort this year, $15,000 to the Carlsbad 5000, $10,000 to the Mercury Insurance Open Tennis Tournament held at La Costa, and $5,000 to the Carlsbad Music Festival. A requirement ofthe grant is that the recipient must submit a final report detailing how the money was spent and the results of the event. Attached at Exhibits 1,2,3,4 and 5 are the final reports from each ofthe grant recipients. FISCAL IMPACT: The CTBID 2013-14 Budget contains an appropriation of $50,000 for CTBID grants. No further appropriation is required. ENVIRONMENTAL IMPACT: This action does not qualify as a project underthe California Environment Quality Act ("CEQA") and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b).) EXHIBITS: 1. Final report from In Motion Events (Carisbad Marathon) 2. Final report from BTW concerts (San Diego Jazz Festival) 3. Final report from the Mercury Insurance Open 4. Final Report from Competitor Group (Carisbad 5000) 5. Final Report from the Carisbad Music Festival DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, chervl.aerhardt @carisbadca.qov EXHIBIT 1 The Event Date: Weekend of January 17-19, 2014 Location: Catlsbad, California Weekend Schedule: Friday, January 17, 2014 - Health & Lifestyle Expo MARATHON & H A L F r Saturday, January 18, 2014 • -Kids Marathon Mile at LEGOLAND® - Health & Lifestyle Expo Sunday, January 19, 2014 - Tri-Clty Medical Center Carlsbad Marathon & Half Morothon Included Events: • Marathon (26,2 miles) Half Marathon (13.1 miles) • Kids Marathon Mile at LEGOLAND* Health & Lifestyle Expo Heroes Reception VIP Finish Line Brunch 2014 Official Charities: The Tri-Clty Medical Center Carisbod Marathon & Half Marathon worl<s with selected nonprofit organizations to use the event to help raise funds and much needed exposure for their organizations. Lost year's charities raised more than $275,000 and included the following organizations: Alzheimer's Association Son Diego/lmpetlal Chapter American Liver Foundation Chloe Nichols Foundation Donate Life San Diego Fresh Start Surgical Gifts Heart for Africa Huntington's Disease Society of America- San Diego Inspire Kidz Insuiindependence international Bipolar Foundation Labrador Rescuers Labradors and Friends Dog Rescue Leui<emia Lymphoma Society LHON Project- Fighting Sudden Blindness Lupus Foundation of Southern California Mended Little Hearts North County Community Services Food Bank Oak Grove Center for Education Son Diego Chapter of American Association of Zoo Keepers San Diego Youth Services Tri-City Hospital Foundation Carlsbad is Special The Tri-Clty Medicai Center Carisbad Marathon & Half Marathon is owned and produced by in Motion, Inc, Fdmlly owned and operated and in business since 1981, In Motion, Inc., has decades of experience in producing first-class events. We offer outstanding hands-on sponsorship support. We take pride in our ability to fulfill sponsorship agreements above and beyond the sponsor's expectations. We're passionate about what we do and it shows. Businesses who join our team of sponsors become "part of the family." Over 10,000 happy runners and walkers took in views of the best Carlsbad has to offer. O l I r P f 'f j j ^\ |r% + Q 2 0 14 Parti n t Statist! I c 1 p a Average annual income: $95,000 Age brealcdown: 24 & under...,.,... 4.5% 25 - 39 45.9% 40 - 49 29.4% 50 - 59 14.7% 60 & over 5.5% Nunnber of people in each area/event: Full marathon 1.911 Half marathon 8,603 Kids Morathon Mile 3,341 Volunteers 2,000 Expo attendees 20,000 Spectators 25,000 + Gender breakdown by event: Full marathon^ 42.3% female 57,7% male Half marathon: 59.5% female 40.5% mole How they register: 99.1% of the participants signed up for the race online. Where they come from: 90% of the participants are from California 71,6% of the participants are from Son Diego County Marital status: Married with no children 28% Married with children 35% Single 30% Divorced 7% Education: College degree 46% Graduate degree 30% Doctorate degree 7% High school diploma 17% Top Ranked States: (50 states represented in total) Caiifornia - 9,459 Arizona -167 Colorado-93 Nevada - 79 Washington - 73 Illinois - 48 Texas- 44 New York - 40 Oregon - 41 Minnesota 32 Massachusetts - 27 Virginia - 26 Top Ranked Countries; (15 countries represented in total) Afghanistan Argentina Australia Austria Brazil Canada China Ecuador Ethiopia Germany Irelond Kenya Mexico Switzerland United Kingdom O l ir ^PifinQorQ Tri-City Medical Center LEGOLAI CALIFORNIA RESORT TA« bmtancodl atoetrolyta drink. I Hilton I Garden Inrr Carlsbad Beach Hilton Carlsbad Oceanfront Resort & Spa ARROWHEAD nrg "carlsbad SHOT salads • soups • bakery '^^~m,„0i^ K Total Sold in CM CM CO •«* CM CO cn o CO oo CM T— T— T— cn CO cn t>-co Extra Sold o O a o o o o o o o o O o Total BL o OS in CO o tn a cn o CM o r-o o "<J- m o CM in CO <£> CO in o to a> a> OS ES Sold a o o o in o o a o o a a o to NOW BL o a in a CO m in a o o o o in CO in oo oo SUN 1/27 Sold T— in o o CO a CM CO o o <o o 1"-SUN 1/27 BL e CM o e CO o a CO in T— o O CM m in e o e CO in CM 1 SAT 1/18 Sold m CO CM e r— to o r~-(O in T— o CM in CM 1 SAT 1/18 BL O o CO o o CO o oo OS e CM e CM o CM o o o a o CO a CO FR11/17 Sold o CM o CM Tt-in in O o o CO o o o to CM OO FR11/17 BL o O m O CO a o CO in o o o in m o in in o CM THU 1/16 Sold ea o o in o cs o ea o o o LO THU 1/16 BL o o m C3 CO m m a <=> o o a in CO in OO CO ICBM - JANUARY 19, 2014 1 Hotels Carlsbad by the Sea Courtyard Carlsbad Courtyard Oceanside Hampton Inn Carlsbad Hilton Oceanfront HQ Hilton Garden Inn HQ Holiday Inn Express Suites CB Homewood Suites Hyatt Hyatt House La Quinta Carlsbad Residence Inn Carlsbad Residence Inn Oceanside TownePIace Suites IWest Inn & Suites ITOTALS u O ca ^ o d o Q: ,^ CO E U u. tH o (N EXHIBIT 2 MEMORIAL DAY WEEKEND MAY 23 - 25 2014 EVENT RECAP Jazz Festiva ?CI1«4 ^VENT INFO 2ND ANNUAL EVENT OVER 20,000 IN ATTENDANCE 60% GROW^TH FROM LAST YEAR 44 STATES REPRESENTED 6 COUNTRIES REPRESENTED WHERE DID THEY CO"^^ '"«>OM? 99% OUTSIDE OF CARLSBAD 75% OUTSIDE OF SAN DIEGO COUNTY 1 9% OUT OF CALIFORNIA OVERNIGHT STAYS AT LA COSTA RESORT & SPA OVER 943 ROOM NIGHTS BOOKED THROUGH THE FESTIVAL AT THE OMNI LA COSTA RESORT & SPA AND OFF SITE CARLSBAD HOTELS {(2CC C77 esirai .1.» .1.» PARTICIPATING IN THE EVENT OVER 200 VOLUNTEERS 16 SPONSORING COMPANIES 50 VENDOR BOOTHS MEDIA U-T SAN DIEGO VOICE & VIEWPOINT SAN DIEGO READER LITES-OUT WITH KELLY COLE MAGIC 92.5 OUT OF MARKET / NATIONAL SMOOTH JAZZ NEWS - NATIONAL JADAR ENTERTAINMENT - NATIONAL 94.7 THE WAVE - LOS ANGELES 102,3 KJLH - LOS ANGELES SMOOTHJAZZ.COM - NATIONAL 104.3 MEGA - PHOENIX KKSDJAZZ.COM - NATIONAL SOCIAL MEDIA OVER 627,800 PEOPLE REACH THROUGH FACEBOOK OVER 10,200 FACEBOOK LIKES OVER 18500 VIEWS ON YOUTUBE — ,^Fe*3l 2Q14 - Wa)^«. ^ ,8 507 0^ n<2gc s rival San Diego Jazz Festival 2014 Media Coverage (Partial List) http;//boney-iames.musicnev/shqxom/new$/iazzhq-jqzz-qnd-rb-^^ memorial-day--weekend-in-sari-diego-iazz-4 http://yournorthcountyxom/events/north-countY/th!nas-to-do-in-north-county-san-diego- may-22-28/ http;//planetmusic5.corn/event/3860549/5an-diego-jazz-festival/country/united- stqtes/city/carlsbad/ httpi//the5coopia.com/6200/ san-diegos-sumniM-events-sizzle-in-2014 http;//www.thenardcast.cpm/#l5an-diego-jazz-festival-day--th/ http;//www.rnornrriyga9a.com/2014/05/a-niqht-under-the-stars-san-dieqo-jazz-fest-this- memorlal-day-weekend.html http;//thescooplqxom/6160/iqzz-qnd-rb-5tqrs--set-to--qroove-rnemoriql-dqy-weekend-in- sqn-diego http://www.seasidecourler.com/art5 qnd entertainment/entertqinment/music-cqlendqr— mgy/qrtide 9748ca7q-df75-1 1e3-989c-0017q43b2370.html http;//imagecomponie5enterp rises.com/sqn-dieqo-iazz-fest http://imqqecompqniesenterprises.com/5qn-dieqo-|'qzz-fest-iill-scott/ http;//www.f inelivinqenthusiqst.com/5ummer-jqzz-festiv0ls/ http;//www.discoversd.com / news/2014/may /19 / top-week-concerts-may 19/ http;//www.thenardcast.com/#INardcast-Concert-Picks-May-19—25/c22zv/AEBB0EBE- 4288-400D-BnB-B8C345A96A93 http;//www.utsqnd ieao.com/news/2014/mqy/22/maxwell-discusses-music-life-and-new- qlbum/ http;//www.bloqtqlkrqdio.com/buildqrowqndenfoY/2014/05/28/bge-radio-powered- by-blogtglk-the-bae-experience http;//www.sandieaoreader.com/events/2014/may/25/78501 / http;//sdvoice.info/all-that-jqzz-spotliaht-on-mr-willie-povne-qnd-the-sqn-dieqo-}qzz- festivql/ http;//www.fe5tivqlqrchive.com/event/ppm-5qn-dieao-iazz-festivq|-2014/ http!//www.last.fm/festival/3860549+San+Dieqo+Jazz+Festiyal http; //visitcq rlsbqd.com / events/view/ sqn-diegq-iqzz-f estiygl http://events.10new5.com/Pqyne Pest Mqnqqement Sqn Dieqo Jazz Festivql/299648 029.html http://bloq.sqndieqo.ora/2014/05/top-thinqs-to-do-memoriql-dqy-weekend/ http;//events.sqcbee.com/carisbad ca/events/show/370415699--farnell-newton-iill- scott-at-san-diego-jazz-festivql http!//www.sdseqcoqst.com/sqn-dieao-iqzz-fe5tival-cor|5bad/ http;//cqlendqr.f resnobee.com/corlsbqd co/e vents/show/370415699-fgrnell-newton- iill-scott-qt-sqn-diego-(qzz-festival http;//www.sonakick.com/festivg|s/1022248-sgn-dieao-iqzz/id/20350098-sqn-dieao- igzz-festivgl-2014 httD://festivqlnet.com/63583/Carlsbqd-Cqliforniq/Music-qnd-Art-Festivqls/Sqn-Dieqo- Jqzz-Festivql http;//yournorthcountY.com/events/north-countY/thinas-to-do-in-north-county-san-diego- mqv-22-28/ http;//donloeslowdown.bloq5pot.com/2014/03/r-stqrs-tqpped-for-sqn-dieqo-jgzz.html http;//event5.adn.com/carlsbad ca/events/show/370415699-farnell-newton-iill-scott-at- san-dieao-{azz-festival http;//calendar.kentucky.com/carUbqd cq/events/show/37Q468602-son-diego-iqzz- festivql-sqturdqy http;//events.mqcon.com/cqrlsbqd ca/events/show/370468596-san-dieao-iazz-festival- friday http;//california.mYfairsandfestivals.com/417459-san-dieao-tqzz-festivql-cqrlsbqd- california-mqv-2Q14.html#.U6TlcstOWUk http://retellitv.com/event/fqcebook-event-1 82795-SAN-DIEGO-JAZZ-FE$TIVAL-2014- Cqrlsbqd-05232014 http;//www.kpbs.ora/events/2014/mqy/25/28163/ http;//www.utsandiego.com/news/2014/Apr/08/iill-scott/ http;//947thewqve.cbslocal.com/2014/05/20/dont-mi5s-mqxwell-lill-scott-chqrlie-wilson. and-others-at-the-san-dieao-iqzz-festival/ https;//www.youtube.com/wqtch?v=NCumlOnAAXKA http;//events.sfqqte.com/cqrlsbqd cq/events/show/370415699-farnell-newton-iill-5cott. qt-sqn-dieao-jqzz-festival?np=true http;//smoothiozzlive.net/2014/05/21 /sqn-dieao-;qzz-festivql-2014-mqxwell-briqn- culbertson-fill-scott-charlie-wilson-gnthony-hamilton/ http;//thaflynation.com/iili scott charlie wilson moxwell heqdline this veqrs son di/ http;//events.oustin360.com/carlsbad ca/events/show/370415699-fqrnell-newton-iill- scott-at-san-dieqo-iqzz-festivql http;//www.sdcitybeat.com/sandieqo/qrticle-13021-sqn-dieqo-iazz-fest-tikibeqt-qnd- tiiuana-estuary.html http://conscience-entertainment.net/event/son-diego-jqzz-festivql http;//qrticle.wn.com/view/2014/04/08/Jill Scott added to SD Jazz Fest bill/ http;//myemail.constantcontact.com/San-Dieqo-Jqzz-Festivq|-w-Mqxwell"Chqrlie-Wilson- -Ledisi—WIN-TICKETS.html?soid=1103578015545&qid=9axriMeDLZQ http://www.urbqnlyfestylesmqqazine.com/event/san-dieqo-jazz-festivql-maxweli-charlie- wilson-ledisi/ http;//smoothjazznews.com/blog/?p=280 http;//www.kprifm.com/lites-out/ https;//twitter.com/5earch?q=san%20dieao%20iazz%20festival&src=typd http;//www.sandieaoville.com/2014/05/sqn-dieao-iqzz-festivql-promi5es.htm| http;//www.pqcificsandieao.com/2014/04/2B/sounds-like-a-plgn-5/ http;//www.veooz.com/photos/wGz45gg.htmi http://www.cinque-enterprise5.com/events/san-diego-iazz-festivgl-1 http;//www.snorkl.orq/event/detqil/441850036/Sqn Diego Jqzz Festivql 2014 http;//iuelsof rome.blogspot.com/2014/02/memorigl-dav-weekend-5an-dieao-igzz.html http;//ocegnpgrkinn.com/cgtegory/event5/ http://www.seecglifornig.com/festivgls/cglifornig-memorigl-weekend-music.html http://www.sgndieao.ora/events/music/sgn-dieao-jgzz-festivgl.gspx http;//www.exgminer.com/article/the-do-not-miss-son-dieao-music-festivql5-of-2014 http://www.sgndleaocoqstlife.com/events/sqn-dieqo-coast/event5-cgrl5bgd-sgn-dieao- jgzz-festivgl.html http;//365sgndieqo.com/sgn-dieao-igzz-festivgl/ http;//rllifestyles.com/gctivities-events/entertainment/memorigl-dgy-gctivities-ground- sgn-diego/ http;//smoothjgzzbuzz.word pre5S.com/2014/02/26/sgn-dieao-igzz-festivgl-2014/ http://www.segsidecourier.com/grts gnd entertginment/entertginment/music-cglendgr— mgy/grticle 9748cg7g-df75-ne3-989c-0017g43b2370.html http;//www.fineliyingenthusiast.com/5ummer-igzz-festivgls/ GIVING BACK RAISED OVER $30,000 FOR THE •w Foundation Jazz Festival CHARITY FOCUSED ON GETTING KIDS INVOLVED IN MUSIC BRIAN CULBERTSON & THE PRESS PLAY ALL-STARS z LLJ < o CQ < -AA c c o cu >< E o fD C u. lc O OJ •M x: OJ x: c •M • —" 14— o ft3 c o X5 (N m .if 03 CU fD o Q c cu n3 JC cu 00 o CU •- X5 cu ro ro .O rH o 3 tiO 3 — o < j3 O £ ..J O S (U > 8 ro o LU 'W g cu c yj a c I.* I r c UJ Q to D o in cn 0) a. o (U Q. o o o o m c o T3 C fO _U) OJ cu c c C C ro ro -c x: U u 'c o C Q. ,cu w i— ^ _o 'ra E ro *> fN z: to UJ < O ZD CQ < m rH O fN QJ 4-' _C 4-' x: C 3 O X3 X2 =3 in ncl ha T3 C C CU 03 E >• ru u. f— O ]>_. 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LO 03 C o X 4-' ro ro o •oa QJ b ro c/) iif o rH >. ro Q Crt ro D_ 4-3 tn O) D > o u u D 1 cr: -J: u < 1 y t; o .,1 a (0 u —J X 'cL < E in >f o CB s E (>0 o CL 12 o CO o CL O CO C o a Carlsbad Tourism Business Improvement District Grant Program Carlsbad 5000 Reimbursement Detail Date Amount Vendor 1 Description MARKEflNG: ADVERfISING - OTHER I I ; I $1,600.00iRace Place-January i Center Spread ; ; ; %i Mo-OOlRace Place-^^^ '11""1$1^35a6o^UMarathon i!-??.nl?.r..§p.[?.?.!i iRace Guide Ad I \ \ $1,500.00;Harry Price Editorial Services 1 ; ^ \ „»:David Camaco Editorial jCBAD & JRCBAD Commercial ; ; = $2,293.08; Facebook •Promoted Posts ; ; $1,404.00 ;VDP iCoast News inserts Printing $702.00 VDP IRancho Santa Fe Insert Printing $1,822.50 VDP iSave The Date Printing $1,404.00 Coast News Group i $750.00 Ranclio Santa Fe News $1,506.60 Printing ;iolutions iJunior Carlsbad School Flyers $1,506.60 Printing ;iolutions MARkifiNG: GRASSROOfS/OTHER i i $500.66jCarlsbad Marathon •Carlsbad Goodie Bag "t"'"I[••"• $1,OOO!O0|San DiegolW20'" lExpo Booth iPromo Tee Blanlts Invoice Subtotal BROADCAST $700.00 Chris Rowden $400.00 Boohoo rew $240.00 Padres $11,092.61 l9M';!!?.y.^!9.D. iGrassroots Pro LE.?.i,fS?!(P.°i9.ilIi.9.H.?^^ $19,635.00 Webcast Production i $2,042.00:Webcast Host-Anthony Revis j "$2i,677.oor""r Subtotal TOTAL $45,295.79 EXHIBIT 5 October 22,2013 The Carlsbad Business Tourism Improvement District Attn: Cheryl Gerhardt 1635 Faraday Ave. Carlsbad, CA 92008 Dear Ms. Gerhardt, Thank you again for your support ofthe 2013 Carlsbad Music Festival. We were thrilled with the grant and with the partnership that developed between the CTBID and the CMF over the year. With your support, we were able to publicize the Festival widely throughout Southern California. As a result, we broadened our audience and increased our visibility throughout the region. I have enclosed I have enclosed the final report on the project here. I have also included two newspaper articles on the Festival for your reference. If there are any other supplemental materials you would like to see, please let me know, and I will forward them to you. Thank you again for the opportunity to apply for the grant, and for the generous award. We were thrilled to be part of the granting process this year and learned a great deal over the course of the year. Sincerely, •J Linnea Searle Development Manager Carlsbad Music Festival Carlsbad Tourism Business Improvement District Final Report for the Carlsbad Music Festival October 22, 2013 Grant Amount: $5.000 Organization Name: Carlsbad Music Festival Address: PO Box 4067; Carlsbad Ca 92018 Proiect Contact's Name: Linnea Searle Proiect Contact's Phone Number: (760) 518-9598 Completed by: Linnea Searle Project Summary The Carlsbad Music Festival took place from September 20-22, 2013 in the Village ofCarlsbad. The Festival weekend included the Village Music Walk on Friday night, two afternoons of free concerts in Magee Park and 8 ticketed concerts held on Saturday and Sunday at the Carlsbad Village Theatre and the Chapel at St. Michael's by the Sea. In total, the Festival presented over 50 concerts over the weekend. The estimated attendance for all events was approximately 2500 people, with attendees coming from the local communities of Carlsbad, Encinitas, Del Mar and Escondido, from downtown San Diego, and from Los Angeles and other parts ofthe West Coast. The CTBID provided funding for a targeted marketing program aimed at improving the visibility and draw ofthe Festival to regions beyond the San Diego Market. The Festival used the funding in the following manner: Web Redesign: $1,500 The Carlsbad Music Festival website was rebuilt to provide a more up-to-date, engaging and accessible web presence for online visitors from all regions (www.carlsbadmusicfestival.org). The new website served as the central hub of information for the fest, and was also used for online ticket purchases, donations and housed links to partner hotels and restaurants. A summary of website statistics can be found on page 4 (Website Stats). PR/Marketing Specialist: $750 The PR effort was targeted at local and regional news organizations with great success. A summary of the resulting publicity can be found on page 5 (titled Press). Most notably, the Festival was the subject of an article in the LA Times by Mark Swed, and received a mention in a blog by Alex Ross (ofthe New Yorker). The Festival also received extensive coverage in local San Diego newspapers and blogs, with multiple articles in the UT San Diego including the cover of the Sunday Arts section, and a feature on KPBS, as well as coverage in City Beat, the SD Reader and Coast News. LA Radio Ads: $1,500 The Festival placed five 30 second radio ads on KCRW, a public radio station in Los Angeles. The demographics for KCRW align well with the Festival target market, so the Festival felt this was an effective use ofthe marketing funds. An audio copy ofthe ad is available upon request (a link can be sent via email). LA Times Print ad: $670 The Festival placed an ad in the LA Times, which appeared 5 times in the week preceding the Festival. Due to an error on the part of the LA Times, the original ad did not run on the first contracted date. As a result, the Festival was compensated by additional appearances ofthe ad over the week, thus increasing the exposure. A copy of the ad can be seen on page 6 (titled Outside Regional Advertising). Direct Mail: $183 The Festival mailed postcards to a limited number of Southern California addresses from the mailing list, to increase potential ticket sales during the week before the Festival. We had hoped to do a more extensive mailing, but timing did not allow. In the future, with more lead-time, the Festival would like to implement a more extensive direct mail program. A copy ofthe postcard is enclosed. The printing and mailing costs for the postcard are included in this total, Web Advertising: $354 The Festival relied heavily this year on ads placed on facebook. As a result, our 'likes' on facebook increased by 59% and we also increased our following on twitter and instagram. The facebook ads provided more exposure for the Festival and drove traffic to the Festival website. A summary of this traffic can be found on page 7 (titled Social Media). Poster Design: $100 The Festival poster, designed by graphic designer Steve Peek, was used extensively as a basis for the digital media campaign, A copy of the original poster is enclosed with this report. On pages 8 and 9, you can find copies of the digital campaign that was based off of these posters. Results The goal ofthe project as stated in our original application was to strengthen the out-of-region marketing efforts for the Festival and to increase the hotel stays in Carlsbad with Festival attendees. In tracking our online ticket sales, the majority of purchases were from local ticket buyers, however, a significant number of purchases came from other parts of Southern California, with some tickets purchased from locations as far as Belfair, Washington and Birmingham, Alabama. We did not have the means this year to track hotel stays related to the Festival, but we know that this will be important information for the Festival to collect going forward. We do know that there was limited availability this year for hotel rooms over the Festival weekend, some of which can be attributed to Festival attendees. The Festival is on a multi-year mission to improve its presence as a destination event for musical tourism. By having a multi-faceted approach this year, combining traditional advertising, a stronger web presence and a concentrated PR effort, we were able to increase the name recognition ofthe Festival in the LA market, which is the most promising area of potential tourist growth for the Festival in the coming years. We are convinced that the investment made this year by the CTBID in the Festival has helped us in our efforts to increase both the recognition ofthe Festival and ofCarlsbad. Final Budget and Variances A budget summanj; can be found on page 10. On that page, we have included both the projected budget that was approved on 9/11/13 and the actual expenditures. There were a few variances from the original budget. First, as mentioned earlier, the Direct Mail campaign was scaled back because of delays with the materials. We also spent slightly less than anticipated on the graphic design and the web advertising. We did end up going over on our budget for the PR for the Festival, which was billed at $750, instead of the anticipated $500. The total amount being billed to the CTBID is $5,057, but we understand that CMF is entitled to receive $5,000 under this grant. Matching Funds The total budget for this year's marketing and PR efforts (including contracted services) totals approximately $11,000. Of this total, $5,000 is being paid through the CTBID grant. The remaining funds will be covered by revenue from the Festival weekend, primarily ticket sales. Future Efforts In the next few years, the Festival will continue to build its presence as a destination for musical tourists from all parts of the West Coast. We learned this year that we need to become more sophisticated in our ability to track the results of our marketing efforts, and this will be a strong focus as we move forward. We feel, however, that we made significant progress this year in increasing the name recognition ofthe Festival and securing its reputation as an up-and-coming musical event. The Festival thanks the CTBID for all its support this year, both financial and through promoting the Festival weekend on social media. We are thrilled with this new partnership, and we look forward to working with CTBID and the Carlsbad hotels in the future toward our mutual goal of making Carlsbad a major tourist destination. Website Stats III: 54^,? Sri?11 3-^ 8- WS".! S^fe S't*^/ O-'^ 41 Iteat ever 5,415 All tirae 33.141 4 iJ^>.'! ^1;?.^:=-^ ••^.E [^xi vit-NX sen POEUI ror m\i dsefH erring SSIS- JSusiimsn^/esdJ lass a^aus m •'. .... .. 3j9S3 !V ns i.y /» tp^ rrr h-,t Haw/-f««fi 3IB n •sm iTO SS3 m ZM ar4 C .£l^ (Of att days «miing {SiimnmfiJ^tO AH time CA Cfty visitors 1 San Diego 2,512 2. Carisbad 2.227 3. tos Angeles 746 ||B|H-4K*W*-4 Oceanside «3 Tl 5. Encinitas 4^ •50 6.. San Marcos 228 Coronado SSS 8. Eacondsdo 154 9. Vista 140 10, San Francisco Most visited day = June 21, 2013 = 5,415 visitors Most visited page all time = Home = 9,962 visitors Most click link all time = brownpapertickets.com = 2.432 clicks Most visits from a CA city = San Diego = 2,512 visitors Press i«s mum u-iw iiufw i SanSirga msSS j MIlfMar W WIS! C law misie festiwil thriwes in Carlsbad • rf Union Tribune LA Times City Beat SD Reader The Coast News KPBS.org Carlsbad Patch (Sept. 13. Sept,22) (Sept. 19) (Sept. 18) (Sept, 18) (Sept. 19) (Sept.19,Sept.20) (Sept.20) "one of fhe region's coolest events" -James Chute, San Diego Union-Tribune "A starry array of new-music specialists" -Alex Ross (of The New Yorker), The Rest is Noise blog "a cadre of performers that should make more established festivals green with envy." -Ken Herman San Diego Story "some really eclectic ear candy" -San Diego City Beat Carisbad unleashes Claire Chase THE COAST NEWS Atlventurtius MusirAS Oirblsad Mxis.e VL-aiiVHi K:7 HsTet Ma * f*(titi)f U^iLtsa Uaofti lha timm liai (VB !>i« 5i« & Wcckimd Preview: Bike ihe Boulevard, Kinetic Art, Carlsbad Music Fest And Barrio Art Jam Zo$ Anciclcs Sinter ARTS & CUUURJ-: MORM N BWEt'KaONLY JANI.T1-M 'J •--CULTURE MONSTER Cadsbad Music Festival turns n> vvith a (tacked vvisekend of concerts Barrio Film Festival, Spirits ot Mexico Festival, Carisbad Music Festival Outside Regional Advertising a. CARLSBAD MUSIC FESTIVAL si^^i^mAe7 20-22,2013 AdvtiTluroi^ musiC by the beach »!an> mty atnm-fntisK aptaakuss" •^no of tht} arajf** rrtosl innov«t/we musk sSits-jrcas^ " Ovar SO po/fDrma/tc*?s sn 3 days including: Roomftjl DI Teeth * Siever) Schick • 0mm Chase Ca der Quafiot • Sesn and Sarah Watkms StevEfi MacKey • CarcHne Shaw • Pelei Spragsje • Mattson 2 Musicians UOID \m Cmlat for World MiiSiC • Matt McBanc www.carlsbadmusicfestivai.org CAtiSBAD : MUSIC FESTIVAL LA Times ad (5) $670.32 KCRW radio spot (5) $1500.00 Facebook promoted posts/ads (18) $447.89 Website redesign $1500.00 Direct Mail (100) $33.00 Social Media Pre event: 805 likes Post event: 1,276 likes 59% increase v_.. Pre event: 30 followers Post event: 34 followers Pre event: 1,804 followers Post event: 1,868 followers 13% increase 4% increase Carlsbad Music Festival i.lH Sites ii9 a king abou; :h,s H;tn.•'<?•. a'. AdwrUifous music »v the beach. 10th anniversary Festtwi!, Scpi 20 22, www.cirlibadmusicfestival.ofg Update Page Info Q » 1,276 n Digital Media Branding \7r:7 CARISSAD MUSIC FfSTIVAL Friday, ?nr^'. ?0 : 5-10pm ' CaHsbad Viiicige Mi Alexander Eilioft Miller • Ben Phetp: • Ben Power • Christopher Cerrone • DJ Lexicon Devii ensemble et cefera • Eric Byers • Freako Suave • Girl Mata Children's lalinese Gamelon fan Roienbaum • Jennifer Bewerse » JojepHine McGrath • low Frequency Ensemble MandoBasso • Monte Weber * Nathari Hubbard/Paisertgers < Nice World » the Paragraphs Peter Wanjlra Kenyan Percuision • The Red Fox Toil; « Scott Nielsen • Scott Paol-.on Scott Worthington • Sean Conway * Second Coutini « Son de San Diego • Tiki Two What's Next? Eniemble * Zimbeat Digital Media Branding Cont. Carlsbad Music Festival CTBID Grant Final Budget October 22, 2013 Proposed Actual Web Redesign $ $ 1,500 PR/Mkt specialist $ ^ $ 750 LA Radio Ads S 1,500 $ 1,500 LA Times Print Ad $ 670 $ 670 Direct Mail $ 280 $ 183 Ad Graphic Design $ 150 $ - Poster Design (basis for online ads) $ -$ 100 Web advertising (Facebook ads) s 400 $ 354 s 5,000 $ 5,057 / / / ./ ID Carlsbad Village and Barrio Plan Get Involved The City ofCarlsbad is kicking off a master planning process that will define a vision and establish development standards for the Village and Barrio areas. The master planning process will include online public input opportunities in August and public workshops starting in September. Want to Participate Online? Your Ideas are needed today as the city prepares the Carlsbad Village and Barrio Master Plan. Beginning In August, you can participate in the master plan process online. Contribute your feedback by visiting www.carlsbadca.gov/villagebarrio. Kick-Off Event & Hands-On Design Session Wednesday, Sept. 10 - Village Thursday, Sept. 11 - Barrio Carlsbad Senior Center, 799 Pine Ave. 6-9 p.m. Refreshments will be served. Family-friendly event; children welcome. Join us for an Informative presentation on smart growth, traditional town planning and community revitalization. Following the presentation, work alongside your neighbors to draw your vision for the Village and Barrio. Design Studio & Technical Meetings Wednesday, Sept. 10 - Friday, Sept. 12 Sunday, Sept. 14-Wednesday, Sept. 17 Carlsbad Inn Beach Resort Village Terrace meeting room (above Daily News Cafe), 3075 Carlsbad Blvd. 10 a.m. - 6 p.m. (11 a.m. - 5 p.m. Sunday) Stop by the studio to talk with the design team and provide Input as the plans evolve. Open House Monday, Sept. 15 Carlsbad Inn Beach Resort Village Terrace meeting room (above Dally News Cafe), 3075 Carlsbad Blvd. 6-7 p.m. Review community Input and comment on draft plans and Illustrations forthe future of the Village and Barrio. Work-in-Progress Presentation Thursday, Sept. 18 Carlsbad Village Theatre 2822 State St. 6-8 p.m. See all ofthe work completed during the other publlc workshops at this wrap-up presentation. Please visit www.carlsbadca.gov/villagebarrio or contact Scott Donnell, senior planner, 760-602-4618, scott.donnell@carlsbadca.gov for updates and information. Cp^of Carlsbad I Plan Maestro De Carlsbad Village y El Barrio de Carlsbad Involucrese La ciudad de Carlsbad esta lanzando un proceso de planificacion que definira una vision y establecera reglamentos de desarrollo para las areas de Carlsbad Village y el Barrio. El proceso del plan maestro incluira oportunidades de aportacion publica en Imea a partir de agosto y talleres publicos a partir de septiembre. ^Quiere participar en Ifnea? Le solicltamos sus Ideas a medlda que la ciudad prepara el Plan Maestro De Carlsbad Village y El Barrio de Carlsbad. A partir de agosto, usted podra participar en linea en el proceso del plan maestro. Para contribuir sus comentarlos vislte www.carlsbadca.gov/villagebarrio. Evento de Lanzamiento y Sesion de Diseno MIercoles, 10 de septiembre - Carlsbad Village Jueves, 11 de septiembre - Barrio Carlsbad Senior Center, 799 Pine Ave. 6-9 p.m. Seserwrdn refrescos. Evento para toda la familia. Unanos para una presentaclon Informativa sobre el creclmlento Intellgente, la planificacion y la revitallzacion de ia comunldad. Despues de la presentaclon, trabaje junto a sus vecinos para crear su vision para Carlsbad Village y el Barrio de Carlsbad. Taller de Diseno y Reuniones Tecnicas MIercoles, 10 de septiembre - Viernes, 12 de septiembre Domingo, 14de septiembre - MIercoles, 17 de septiembre Carlsbad Inn Beach Resort Cuarto de reuniones Village Terrace (arriba del Daily News Cafe), 3075 Carlsbad Blvd. 10 a.m. - 6 p.m. (domlngo 11 a.m. - 5 p.m.) Pase por el taller para dialogar con el equlpo de diseno y compartir su opinion a medlda que avanzen los planes. Jornada de Exhibicion Lunes, 15 de septiembre Carlsbad Inn Beach Resort Cuarto de reuniones Village Terrace (arriba del Daily News Cafe), 3075 Carlsbad Blvd. 6-7 p.m. Vea el trabajo prellmlnarlo para Carlsbad Village y El Barrio y comparta su opinion con el equlpo de diseno. Presentaclon del Trabajo en Desarrollo Jueves, 18 de septiembre Carlsbad Village Theatre 2822 State St. 6-8 p.m. Vea todo el trabajo reallzado durante los talleres publicos en esta presentaclon de recapltulaclon. Para reclblr Informadon actuallzada vislte www.carlsbadca.gov/villagebarrio o comuni'quese con Scott Donnell, senior planner, 760-602-4618, scott.donnell@carlsbadca.gov. Cptyof Carlsbad