HomeMy WebLinkAbout2015-02-17; Carlsbad Tourism Business Improvement District; 02-15-111; Approve Appointment of Julie PastorCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 02-15-111
Approve Appointment to
Visit Carlsbad Board
CTBID STAFF ('^^^
MTG. 2-17-15 Approve Appointment to
Visit Carlsbad Board
GENERAL
COUNSEL
Approve Appointment to
Visit Carlsbad Board
RECOMMENDED ACTION:
Approve the recommendation by the Visit Carlsbad Board to appoint Ms. Julie Pastor to its Board.
ITEM EXPLANATION:
At its 5-22-14 meeting, the Carlsbad Tourism Business Improvement District (CTBID) Board
entered into an agreement with the Carlsbad Convention and Visitors Bureau (dba Visit Carlsbad)
to provide tourism promotion services for the CTBID for the period July 1, 2014 through June 30,
2015. A provision in this contract was that the CTBID Board had to approve any changes to the
Visit Carlsbad Board.
In a letter from Visit Carlsbad Executive Director, Sam Ross, to CTBID Board Chair, Tim Stripe,
the Visit Carlsbad Board is recommending that the CTBID Board approve the appointment of Ms.
Julie Pastor, Head of Sales and eCommerce at Legoland California Resort to fill the seat vacated
by Mr. Peter Kock, from Legoland Resort. (See letter and Bio at attached Exhibits)
FISCAL IMPACT:
None.
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:
A. Letter dated February 11, 2015 from Visit Carlsbad Executive Director, Sam Ross, to CTBID
Board Chair, Tim Stripe, recommending that the CTBID Board approve the appointment of Ms.
Julie Pastor, Head of Sales and eCommerce at Legoland California Resort to the Visti Carlsbad
Board
B. Julie Pastor Bio
C. List of Current Visit Carlsbad Board members
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, chervl.qerhardt@carlsbadca.gov
carlsbad
EXHIBIT A
February 11, 2015
Mr. Tim Stripe
Chairman
Carlsbad Tourism Business Improvement District
City of Carlsbad
1635 Faraday Avenue
Carlsbad, CA 92008
Dear Mr. Stripe,
The Board of Directors of Visit Carlsbad, Carlsbad's destination marketing
organization would like to put forth Ms. Julie Pastor, Head of Sales and
eCommerce at LEGOLAND California Resort as the replacement for Mr. Peter
Koch on the Visit Carlsbad board of directors.
Per the agreement between the CTBID and Visit Carlsbad we ask that the
CTBID board approve Ms. Pastor at the next CTBID meeting to be held on
February 17, 2015. Thank you.
Sincerely,
Sam Ross
Executive Director
Visit Carlsbad
400 Carlsbad Viliagc Dr:ys
CaHsbad California S2008
visitcarlsbad.com
EXHIBIT B
JULIE PASTOR
1740 Crystal Ridge V^^ay, Vista, CA 92081
(619) 316-1630
Iulie.Pastor@LEGOLAND.coin
SUMMARY QF QUALIFICATIONS;
- Highly experienced marketing professional with 18 years of comprehensive sales, sponsorship and promotional experience
- Sawy, results-oriented critical thinker with success in budgeting, strategic planning and program management
- Dedicated, innovative team player with exceptional interpersonal, organization, communication, negotiation, presentation and project
management skills
- Skilled in driving growth, developing new revenue channels and managing all aspects of program fulfillment
- Quick study, with an ability to easily grasp and apply new ideas, concepts and technologies
- Proficient in Microsoft Word, Excel and Power Point, SalesLogix and Raiser's Edge database management, with a basic knowledge of the
Gateway/Galaxy ticketing system and Paymentech credit card processing
PROFESSIONAL EXPERIENCE!
LEGOLAND CALIFORNIA RESORT, CARLSBAD, CA
HEAD OF SALES & eCOMMERCE
OCTOBER 2009-PRESENT
-Overlooking all sales channels for the resort, including LEGOLAND Park, LEGOLAND Water Park, SEA LIFE Aquarium'and LEGOLAND
Hotel
-Responsible for Digital Marketing and eCommerce sales
-Manages a team of 11 including Trade Sales, Digital Marketing, eCommerce, and LEGOLAND Hotel sales
-Elected for Leader ofthe Year 2014 for LEGOLAND California Resod:
BROOKFIELD ZOO/ CHICAGO ZOOLOGICAL SOCIETY, CHICAGO, IL
PARTNERSHIP MARKETING MANAGER
OCTOBER 2008-OCTOBER 2009
- Responsible for managing a $1.1M sponsor portfolio for one ofthe top five zoos in the United States, with more than 2.2M annual
visitors
- Establish and manage sponsorship budget, timelines and standards
- Research, cultivate, secure and fulfill sponsorships with local, regional and national corporations
- Strategically develop and generate internal support for new sponsorship programs and channels
- Develop and oversee execution of annual sponsorship plan, including promotional components that contribute to the overall marketing
plan
- Continuously research industry trends and stay abreast of competitor activities, sponsors and programs
- Develop strategic partnerships with industry colleagues, local associations and community groups
- Oversee hotel ticket sales program including in-house fulfillment process
- Secured a Chicago Auto Show partnership which led to IM interactive impressions through the zoo's outreach team
- Developed a detailed competitive review to identify primary competitors and their potential impact on the zoo, including pricing,
attendance, new attractions, marquee events, advertising strategies and marketing budgets
SEA LIFE AQUARIUM AT THE LEGOLAND CALIFORNIA RESORT, CARLSBAD, CA
MARKETING MANAGER
FEBRUARY 2008-SEPTEMBER 2008
- Implemented marketing plan and launch for the first North American site ofthe worid's largest aquarium brand
- Managed and ensured proper use of the International SEA LIFE brand within tiie U.S. market
- Oversaw execution ofall marketing activity including ticket sales, sponsorships, promotions, advertising and PR
- Sought out and developed community partnerships and strategic alliances
- Managed a $500,000 marketing budget to ensure efficient spending while maximizing visitors
- Oversaw development of alt web, marketing, advertising and collateral materials, as well as compelling on-site visitor experiences,
activities and guides
- Developed effective visitor surveys and ensured feedback from a representative sample of visitors
- Utilized visitor feedback to evaluate and modily marketing and operational activities
- Coordinated and developed education programs for youth and school groups
- Coordinated special events including private parties, corporate events and youth/school activities
- Initiated development of the SEA LIFE catered events program, with the intent of expanding the program to LEGOLAND California if
proven to be an effective new revenue source
LEGOLAND CALIFORNIA RESORT, CARLSBAD, CA
PARTNERSHIP & PROMOTIONS SPECIALIST
FEBRUARY 2004-FEBRUARV 2008
- Generated more than $6M a year through coupon and ticket sales programs tied to leading retail and restaurant chains, sponsors and
business-to-consumer partners
- Coordinated point-of-sale and collateral development for promotional partnerships and sponsorships
- Managed promotional side of the multifaceted AAA partnership, including online ticket sales. Show Your Card & Save program
communications and on-site fiilfillment through the LEGOLAND Admissions team
- Oversaw the Blackhawk gift card program including annual promotion details, price-point negotiations, point-of-sale materials,
tracking/reporting and intricate card testing
- Managed the Costco ticket sales program including negotiation of program pricing, participating warehouses, and development of
promotional materials including in-store and web-based elements
- Worked closely with Admissions team to set up new discounts and promotional ticket types
- Maintained a basic understanding of the Gateway ticketing system by attending quarterly user group meetings
- Managed an annual budget of more than $75,000 for partner events and promotional programs
- Secured and coordinated more than $3M annually in unpaid media promotions
- Fulfilled contractual obligations for key sponsor accounts including Dreyer's Grand tee Cream, Hebrew National, Volvo Cars of North
America and Sparkletts Water
- Secured and coordinated a variety of in-park events including media promotions, preview parties and sponsor events, while working
with relevant departments to ensure quality event production
- Built and maintained strong relationships with colleagues, sponsors, media and promotional partners
- Oversaw aggressive promotional growth campaign in Arizona and trained the loca! Promotions representative
SAN DIEGO GULLS PROFESSIONAL HOCKEY, SAN DIEGO, CA
DIRECTOR OF MARKETING & GAME OPERATIONS
OCTOBER 2000-FEBRUARY 2004
- Effectively managed a team of more than 20 game day operations staff and 10 in-office interns each season
- Developed strategic partnerships with businesses, communities, schools and the military to drive group ticket sales
- Developed the league's most successful, first-of-its-kind fundraising program tied to single game ticket sales
- Cultivated, secured and fulfilled sponsorships with regional and national companies, achieving a 90% renewal rate
- Managed design and produrtion ofall collateral including season/group ticket, advertising and marketing materials for the six time
Taylor Cup Champions
- Managed all team media promotions and advertising including print, radio, television and web
- Achieved attendance levels among the top five teams in the league each season
- Responsible for all elements of overall game presentation including contests, promotions and giveaways
SUMMER WINTER ACTION TOURS, SAN DIEGO, CA
DISTRICT SALES MANAGER/HEAD SALES REPRESENTATIVE
AUGUST1997-MAY2000
- Developed and sold spring break, summer and winter travel packages to San Diego students
- Recruited, trained and managed a team of sales representatives in their assigned markets
EDUCATION;
- San Diego State University, Bachelor of Science in Marketing, May 2000
- NCFE British National Awarding Body, Certificate in Attractions Management, July 2007
ORGANIZATIONS:
-Current Board Member of Visit Oceanside
REFERENCES:
- Available upon request
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