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Home My WebLink About2017-08-09; Carlsbad Tourism Business Improvement District; ; CTBID GRANT PROGRAM FY 2017-18 FUNDING RECOMMENDATIONSAB# MTG. CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL 08-17-150 CTBID STAFF 8-9-17 CTBID GRANT PROGRAM GENERAL FY 2017-18 FUNDING COUNSEL RECOMMENDATIONS RECOMMENDED ACTION: ~ I ('~ Adopt Resolution No. 2017-6 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 2017-18 budget to fund these grants. The grant applications were due by June 30th. Seven applications were received with funding requests totaling $231,000. As part of its contract with the CTBID, the VisitCarlsbad Board reviewed the applications to make funding recommendations to the CTBID Board. The VisitCarlsbad Board met July 7th , to interview the applicants and evaluate the 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 VisitCarlsbad Board is recommending funding for all seven requests for a total of $125,000. The table in Exhibit 2 summarizes the grant requests and VisitCarlsbad's recommendations for funding. FISCAL IMPACT: The CTBID 2017-18 Budget contains an appropriation of $150,000 for CTBID Grants. 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 15378 (b)). EXHIBITS: 1. Resolution No. 2017-6 allocating funding to the organizations identified. 2. Summary of CTBID Grant Requests and Recommendations DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2425, cheryl.gerhardt@carlsbadca.gov 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 RESOLUTION NO. 2017-6 RESOLUTION OF THE BOARD OF DIRECTORS OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT, ALLOCATING CTBID GRANT FUNDING FOR 2017-18 EXHIBIT 1 WHEREAS, on March 18, 2008, the Board the Carlsbad Tourism Business Improvement District (CTBID) established a grant program to fund programs and activities that promote overnight stays in Carlsbad; and WHEREAS, seven organizations submitted applications for Fiscal Year 2017-18 CTBID grant funds; and WHEREAS, the VisitCarlsbad Board reviewed the applications and has made funding recommendations to the CTBID Board for the organizations identified below. NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad Tourism Business Improvement District, as follows: I I I I I I Ill Ill 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 Guidelines: Carlsbad Marathon Carlsbad 5000 Carlsbad Brewfest LPGA Kia Classic Bike MS La Costa Film Festival Carlsbad Music Festival $20,000 $15,000 $10,000 $35,000 $20,000 $20,000 $ 5,000 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 regular meeting of the Board of Directors of the Carlsbad Tourism Business Improvement District on the9th day of __ A_u_g_u_s_t ___ 2017, by the following vote to wit: AYES: NOES: Chairperson Stripe, Board Members Becerra, Canepa, Idris, Malaspina, and Sims ABSENT: Board Member Samietz ATTEST: Pro Tern Clerk of the Carlsbad Tourism Business Improvement District Ill Ill I I I I I I I I I Ill Ill Ill I I I I I I Ill I I I -2- Grant Program Objectives: SUMMARY OF CTBID GRANT REQUESTS & RECOMMENDATIONS 2017-18 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 of the 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 Descrietion Bike MS-This 2-day event to be held October 21-22, 2017 brings 2,500 participants to the finsh line in Carlsbad with 450-500 projected overnight stays. Grant funds will be used to create videos as well as a iheart radio marketing campaign and print advertising. La Costa Film Festival -This annual 4 day film festival, presented by La Costa Dreams, Inc., is going to take 2017 off to regroup and plans to hold events in the 4th quarter 2017. Funding will be used to fund these events as well as the 2018 event to be held at the La Costa Resort October 4-7, 2018. Grant funds are being requested to fund out of region media advertising, printing and mailing costs, creative costs, and web related costs. Funding is dependent on 2018 event taking place. Carlsbad Marathon -The Carlsbad Marathon, produced by In Motion, Inc., is to be held January 14, 2018 over the Martin Luther King Holiday weekend. This event is projected to bring 3,000-4,000 out of town visitors and 450-550 porjected overnight stays. 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. Carlsbad 5000 -The Carlsbad 5000 is a two day running event to be held March 24 & 25, 2018, that has taken place in Carlsbad for the past 33 years. It brings more than 22,000 runners, spectators and running fanatics to Carlsbad each year. Grant money would be used to expand marketing effors to increase the number of participants. Event is looking to move date to early May in 2019. Carlsbad Music Festival -This is an annual event features world-class performers and composers in the seaside village of Carlsbad. The 2017 event is planned for August 25-27, 2017 which will be the 14th year for the event and is projected to bring 8000 out of town visitors over the year. Grant money would be used for increased ad purchases and increased press coverage. The money could also be used to publicize the 2 new events, "In the Wooden Room" and "On a Lawn by the Sea." LPGA Kia Classic -This Womens Golf Tournament to be held at the Park Hyatt March 19-25, 2018. Grant funds would pay for sponsorship, video footage, social media and commenrical units on the golf channel. Carlsbad Brewfest -HI-noon Rotary will! be having its 4th annual Carlsbad Brewfest. The event will be held at Holiday Park on September 9, 2017 between 12-4:30pm. Grant money will be used to market the event and signage. $ $ $ $ $ $ $ Total $ 2017-18 Grant Request 31,000 25,000 30,000 25,000 30,000 75,000 15,000 231,000 2017-18 Recommended Funding 20,000 20,000 $ 20,000 $ 15,000 5,000 $ 35,000 $ 10,000 $ 125,000 Past Years Funded 2 3 9 5 3 2 2 EXHIBIT 2