HomeMy WebLinkAbout2018-01-24; Carlsbad Tourism Business Improvement District; ; AB 01-18-159 Visit Carlsbad Quarterly ReportsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 1-18-159
MTG. 1-24-18 Visit Carlsbad
QUARTERLY REPORTS
RECOMMENDED ACTION:
Receive reports and provide feedback.
ITEM EXPLANATION:
CTBID STAFF
GENERAL
COUNSEL
The CTBID contracted with Carlsbad Convention and Visitors Bureau ("Visit Carlsbad") to provide
various tourism services. The contract requires Visit Carlsbad to provide the monthly reports to the
CTBID. At its February 23, 2017 meeting the CTBIB Board asked that the following most recent
month reports be a standing item on the CTBID Board meeting Agendas:
• Digital Marketing (includes website traffic)
• Group Sales
• Public Relations -Currently provided by Wagstaff
• Visitor Center
Attached at the Exhibits are the reports for month ending December 31, 2017. This is an
information only item and no action is required of the CTBID.
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:
1. Digital Marketing Report-December 2017 Website Recap Report Summary
2. Group Meetings Report -July through September 2017
3. Public Relations Report-December 2017 PR Client Activity Report
4. FY 2018 Visitor Center Stats
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2425, cheryl.gerhardt@carlsbadca.gov
EXHIBIT 1
ece e 20 e S 0 e ec s ay
Once again we saw improvements year-over-year. Elevated has been continually
working on SEO improvements and the PPG campaigns have been a huge boost of
referral traffic. New banner ads have been created and will be used to run on the
Adwords Display Network. Design has been completed and a new homepage revamp
will help refine the user experience to encourage more page exploration.
We isi s
Overall Visits: 16,160 ( + 11 % Year-over-year)
Organic Search: 7,949 (+11% over November 2017)
Paid Search: 4,899 (Down 38% due to no Display Network Ads put on pause)
The digital campaigns have been continually helping us buck the 2016 trend of
decreasing referrals post summer. We saw good growth and organic continued to
make big strides from our SEO refinements.
Goal Trackin ... otels
358 referrals were sent over to hotels. The breakout is as follows:
Cape Rey: 45
Sea Breeze: 30
Carlsbad Inn: 28
Park Hyatt: 26
Beach Terrace: 21
Sheraton Carlsbad: 19
Omni La Costa: 16
Beachview Lodge: 15
Hilton Carlsbad: 15
Village Carlsbad: 13
Organic Keyword Rankings
Best Carlsbad Beaches: +1
Best Places to Eat Carlsbad: +2
Carlsbad Restaurants: +4
Carlsbad Mall: +4
Carlsbad Hotels Near Legoland: +12
Paid Search Campaign Clicks
Play (Search): 2,946
Stay (Search): 631
Visit Carlsbad (Display): 462
General (Search): 356
Dining (Search): 305
Meetings (Search): 9
a
~ Vt'~'>!) carlsbad
OVERALL l OTAL VISITS
16,1 60
-1Q,, V
F'fl:"',ktJ~-)t:.=;
l h -A
VISITS BY CHANNF.L GROUPING
() •
• 0
AEPoa.r eon Dec ·t, 2017 -Dec 31, 2017
VISIT CARLSBAD MONTHLY REPORT
12·I-IONTI-IS VISITS TREND BY CHANNEL GROUPING
Pak1 St•J1,:h
-:0.000
20,O:JO
l!J,1)1)(}
F•b Jur, Jvl
Or9anic Search 7,949
P.:iicl Search 4,249
Direct 1,675
Referral 819
Social 686
Display 539
(Othec) 241
Email 2
Total 16,160
P.efe11al v, I'>
,,......
l
AuJ S<e Oct i!,:,·, De-:
Previous period Previous period
-t/85 49,2% • 9.3 .
·247 26.3% 4 L ).~;
·134 10.4% t(l.3 "
-132 5.1½ ·0.2',
·HISG-4.2½ -13.0 :,:
·2,S76 3.3½ ·1-1.0i,
<)J 1.5% +0.6<,
·1.: 0.0% -0.1>;
1OP CONVERSIOi-1 Pt,TI-IS AVERAGE VISll Tl:-IE tsE\'/ VISITS RATE
O Or~ar.h: > Dire-ct
0 P.aicl > Direct
G Paid> Paici
-Organic> Referral
Oliect > Di1ect
O,gan!c >Direct > Direct
• Refo1ral > Direct
0 Paid > Orgs,nk
Direct> Direct > Direct
Total
138
53
41
28
20
20
17
14
13
562
Previous p~rlod
-n3
<2&
~10
110
,3
13
16
,3
15
DEVICE TYPE BREM :DO\'/N OVERALL TRAFFIC
Previous period
t, mobile 8,092 t 11:"1
& desktop 6,401 -7.~½
0 tablet 1,667 • 1:; --,-T,_o-ta_l ___ 176-:--,--:1--:-6-:::-0
00:01:3 3
F',,; .!~v, ;.:-,.
-~L,,;. V
TOP CONVERTING GO,\LS
0 Outbound Unks -Click (E) (Goal 7)
9 Other Listing,; -Viiit Their \'/ebsit-e -Cllc
Q Plan YOUI Stay • 1st Step -Submit (E} (G
tiotel Reso, t Listings -Visit Their Web5.ll ..
Newsl-ette, Sign Up -Subrnit (E) (Goal 6)
• Hote-1 Ri:sort Listings -Book It Nov, -Cli ..
• Site Search • Submit (E) (Goal 10)
0 Other Lhtings -Book It No·,,, · Clid '. (E} C...
• Telephone Nun1ber -Clicks (E) (Goal 9)
Total
85.7%
Previous period
2,516 t.273
1,354 ½,01)
371 -~1
239 ·13
61 '3
52 .q ,s
48 -7
37 ·2
14 ·3
4,711
r,;"-'7...,.J 'l ':""l':fi')'.. r"f'if "" •1i '; ,,.-~ ,c ,._;-°"<.r'"'_. •~ -..': ," -~ •',~ 1; /!"""' . ...,. -,i'fl:J.J>'S 7-:,r;r;.· ., "---:: • T ~ ,,--.,-S1P.lt , ~~ ' •• • ' :,,,r;;:'r.:•·~-:W~!l,-'ii""i""'!:. ~ •r? , ~ -'J : • ,11
' ORGANIC-SEARCH TRAFFIC & RANKINGS , -< " 'I
:~ ~--·-";;.:-.:::...,.~ .... ....;"'.""( , -L"~'.,..-, -L,'~ ; • .,,.,::,--~----:=!.•""-,.:_,• '-C'• ~ .. > • ~2:~,,~----~-.. \_:: -~:t-~;:,;-.. ,;_<,. "-'-'-",,-< Jrk •' • -~~ ~
VISlfS rnor.1 Oi<GA;./IC Ye/\!< o vrn '/tAfl onGANIC VISITS TflENO
7,949
11··. .,~~, V
Jan F!~b f-tar Apr May Jun Jul Aug Sep Oct Nov Dec
i:12017 Jan -2017 Oec ft 2016 Jan -20'16 Dec
TOP cor,VERTING GO/,LS FROM ORGANIC
e Outl.•our.d Links -Cl/ct: (E) (Goal 7)
Other Li>tlnris · Vi~lt Their \'/c:bsite · Cite . • Plan YOUI Stay · hl Slep -$1,.ibmll (E) (G
Hotel Resort Listings -V1s!t Thelr \'/ebsit.
Newsletter Srgn Up -Stibmft (E) (Goal 6)
Site S"t.'.2rch · Submit (E) (Goal 10) • I-toted Rc5.ort Listings · Boot It How -Cli
0 Othe1 Listing,;· Book It ~IO\'t' -Clic~~ (E) (
e Telephone Numbtr -Cllcks (E) (Go.;! 9)
Total
fOP CONVERSION PATHS I'!/ ORGANIC
<'., Organlc: > Direct
• Ornanic > Referral
e Organic > Direct:> Direct
Org.c>J"liC ~ Pal(I
019ank >Direct ~ Oi1ec:t :;, Direct
Organic > Organic
• Oiganlc > Dlre-.:.:t >Referral> Org~nic
O Organic> Referral> Organic
Organfc >Direct> Direct> Direct> Dire.
Total
ORGANIC TRAFFIC ENTRIES PER LANDING PAGE
/events/
/cOlmtlng-ne,·:·ye<H ·car lsb.ad-20 17 /
/beach'::./
/attractions/
/restaurant/
/5hCil")ping/
Previous period
1,352 f2,IJ
654 l?,t
185 ~30
113 -5
38 '" 26 -4
24 H,
23 ,1
11 ·&
2,436
P1evious-period
138 t1J
28 < 10
20 ,3
9 ·3
7 t2
7
4 H
4 ,z
3 ·•1
267
/event 'S/ 12 312 017 -I ego! and· c: aHfcrni a-resort s-t id s-new-~·ears-eve-cele brat ion/
/beaches/ta rna r ac ~: • s t-o te· l:leac h/
/trampo1tation/
/beaches/ south· ponto · bca ch/
/Mtels/
I at tr ac tic 11 s:/sea-li f e · a q uari urn/
/attract ions/ a lg a -nor te-s ka t e-p<.r k/
h,pc,/
/attract ions/tl1e ·flower· fields-at· carlsbad ·ranch/
/ OlJ td oo rs/bu e 1-.a ·vista· Iago on/
/breweries/
/golf/
/ ut tr actions/califor nia-ut tr actions·gen1ological ·institute-of -arneriCi1 -gi-J/
/weddings/
/50-mi!es~of ·hiking· tr ails-in ·car ls bad/
r-tONTHLY POSITIONING KEYWORD HIGHUGiiTS
0 best ca,l::.bad be-.a::h-e.s
0 hre,·;crie-!: In carlsb=id c1
It best pl:Jce:. to eat in ca, 1.:-bad
hotel In c-adsbad cc:ilifo,nia
cadsb.:id ca hotP-1
carhbad golf
• cMlsbad res.tm.iumls
O hotels in cadsbad
f.J, carl"Shi:lcl malt
0 c.arlsOJd hotels nea, legcland
ORGAIIIC GOAL COl,IPLUIO, S
2,436
P1,~.1'.tlA 1·~·r:•~j .1,:1t;.S:),-i1
1-1. • ... NIA
Previous-period
2 ,.·J
3
4 ·2
4 ·t 2
5 :1
5
5 -~
5
10 -4
37 -1,
SEO RANKINGS
Click r,erc to aci:cs.s you, full
rnnking rcpon
,,.,_
Clicks Impressions Avg. CTR
1,634 I 11 116,003 i'),51,3 1.41% -O.0.fi-'.i'
789 ·661 15,356 -b,)70 5.14% -1.4J:
567 f561 3,311 13,3 t t 17.12% ·I 17. tl;:
484 .J)~ 24,880 -t3,19U 1.95% ·0.13:
480 l?,I 43,033 q),11( 1.12¾ O.OO;,
404 .;-3~.1 45,410 +33,643 0.89% +OA6:,
225 I 16 26,178 t 1?,6-31 0.86% ·O.e,1,
198 +178 4,174 1·3,330 4 .74% ·t"2.2L.:-'-
125 • 13 2,661 ·1,271 4.70% , 1.ss·_, __
108 ·I 16 10,305 -8, 170 1.05% I 0 .1,.,5.,_~
100 ·33 1,784 -1,6'15 5.61% +1.7.l'•.
88 ·"10 50,030 -646 0.18% •0.02,·.
59 ·16 14,515 +,1.,"308 0.41% ·0.3Joa
46 ll 1,537 ·514 2.99% + 0.9b~.;
45 I 15 6,987 -1,01>2 0.64% -1 0.27~<
41 ,, 10,446 -a 0.39% ,o.on
39 -·15 651 ·192 5.99% ·0.4\'4
38 '1? 2,071 1-92',' 1.83% '10.11i;
36 •2 4,549 •$ci5 0.79% J0.12l-t
35 -v 3,873 ·124 0.90% ·ll.6S;,
34 t 1 3,635 ·173 0.94% I fi.07 ·;
31 ,s 1,935 ·,\2 1.60% t 0.29%
,,.~.,.;.·~~,,, >1\~ .... --,,;>t-c:,,.,..,~"'i'-,.-,:..,, ~ .... ~~"·W-"" ~-~--··~' ... '"Tr ,-.~CT~/~'-7-~,'7!"7'~~·1._;;P,.,i,--s~ r-"1-'-·-, ·-~~~,.,.,~.,-~ ... -'" r-'" ~ J. ~~ ~ GOOGLE ADWO~.DS PAID M~D.IA . -. , ' , . -' ' . . ' . !
'i!,; ·'~· \-t _; .... ~-~""''~~·A .. ~··.,, ,_2.:.~:r:) ~-t·.,, ,,,: 4:, i>.t-1,.,. ,-,. ,S,.,,. ~-·-""~ ... ~ ' :· ::-~ ~ . '-· :I~
PPC CLICKS
4,899
ht. t:-.J-P~•·.:-J
<HI', ,,
AVERAGE CPC
$1.00
f 1,.;.;1,., .. r, r-:.11::d
-11';
, ....
N/A
MIA
PAID GOAL COI-IPLETIONS TOP PAID CAl-lPAIGNS (SESSIOllS)
1,435
ll/A
TOP CONVERTJMG GOALS FROM PAID
0 Outbound LiM:s • Clic•; lE) (Goal 7) • Other Listil"lgS. · Visit Their \'/ebsite • Clic ..
e Plcn You, Slay -1s:t Step -Submit (E) (G ..
Hottel Resort Listings -Visit Tlt1'.!i1 \.'/cb~il
Hotel Resort Ll$tings -Book It Now -Cli .
Ne;·,sl~tter Sign Up · Submit (E} (Goal 6) • Site Search -Stibmit (E) (Goal 10)
0 Oth-ar Listings · Oook It tJow • Click (E) (
Contact Page -For rn SulJ1-ni\ (E) (Gllal 1
Total
TOP PAID KEYWORDS BY AO IJ.!PflESSION
san di1=go hotels
re!ttaurants in san di12go ca
carlsbad outlets
earls.bad hot~ls
restaurunts carlsbi:id c.1
va;:Jtlon rcntal:i Bn dicgo c,1
c~iifornia resorts
thiiigs to do in san d1ego
california event::.
c,Jd1bad premium 01..Hlet-;;
califotnl~ a, t
calitornla artists
carlsbad Gllifornia hotels
carlsbad outlet mall
sun d1ego resorts
califotnia tours
outlets california
Carlsbad restaurant
san di~go restaurants
outlets earls bad
Auto1TiaticContent
carlsbad by the sea resort
Previous pc,lod
691 ~56
465 -9
137 ·29
86 -16
24 ,11
9
9 -7
6 .,
3 ,3
1,435
e
•
rrc 11,!PRESSIO(.JS
292,28'1
PPC cm
1.68%
Pi, .·21.i": r.·~•·t· I
105'; ,.,
Play · Seorch
Stay· Se.:-uch
Visit Ci:11 ls bad -Di~pl,1.,
Genc,al -Search
l)lr,ing . s~atch
l-1eEting; -Search
(nol sr.t)
Total
r ..
N/A
rrc..,,.·u.> )'-',H
N/A
TOP CONVERSlOIJ PATHS \'I/ PAID Sl:/\RCH
Pak1 > D1,ecl
Paid> P,11d
lil Paid> Organic
Paid> Paid > Paid
Paid> Direct:-Direct
Paid> Oirea > Paid • Paid> Paid> Paici > Paid ~ Paici
Pale!> Referral
Puid >Direct> Direct.> 0ltP.ct
0 Paid> Socio/ f'Jctwo1 J...
Total
Ad Impressions Ad Clicks
17,639 tl,'i1)1 4 ,1
15,843 ·6,.21s 4 ,,
10,374 -2,200 892 ·173
8,628 ~1,0 i ~ 12 ';
6,275 -l,',07 36 11
4,784 t 12 l 3
4,238 B)O 254 S,JU
4,177 ·:wa 151 ·21
3,735 ·1,110 35 ,1
2,977 -72.4 200 ·6S
2,659 -99 16 ·3
1,914 ·351 5 ·4
1,883 -~a 4 " 1,836 t70~ 177 J'//J
1,790 •,64 76 •lo
1,635 ·133 41 I Ji)
1,579 ·366 78 -16
1,543 1'4?} 68 ,3s
1,471 •42 28 ·~ 1,465 •369 116 -56
1,420 • 16,920 5 -~9
1,419 .-1q.1 4 •3
Previous pa,iod
2,946 -30?
631 '32
462 ·2,bS3
356 15
305 ill
9 ·1·1 ,,
4,710
53
41
14
11
8
5
4
4
3
3
183
Ad Cost
$6.99 1$1.IS
$4 .09 ,t,$ J.45
$735,67 (Si·,r 6';}
$20.17 +SS.37
$36.99 1$1.6!,
$3.67 cs1.,;i1
$310.23 tS 9.96
$197.57 ($30.41 J
$28.83
$200,60 (SSJ.1))
$15.34 (S3.32l
$4,69 (S2 Uo)
$6.90 •$J.l4
$160.64 +$67.2?
$101.24 •Sl3.79
$43.47 tS 10.40
$66.89 (S 18.65)
$72.18 +-S.-11.84
$37.25 +$-11.S1
$76,57 ($54 9.1)
$6.29 ($10.61)
$3.73 +S2.0S
Board of Directors Report December 2017 DATE REC'D MTG DATES 3-Dec OCT 2018 4-Dec APR 2018 7-Dec MAY/JUN 2018 7-Dec JAN 2018 11-Dec FEB 2019 12-Dec OCT 2018 13-Dec NOV 2019 18-Dec FEB 2018 22-Dec FEB 2018 29-Dec OCT2019 29-Dec MAY2018 COMPANY NAME The Epowerment Partnership -iNLP SD Fluke President's Club Mills Entertainment -Weekend Destination inVentiv 2018 Board Meeting TechCon North America Milliman Healthcare Intelligence Client Forum Metals ServiceCenter Inst Zumasys Bright Horizons Conscious Capitalism inVentiv -Merck NSS Top Performers Conf SOURCE RNs PPL HB 37 10 HB 48 30 HB 530 500 Hotel 385 150 Connect CA 385 140 CD 1,370 400 Hotel 800 300 event HB 18 7 HB 832 350 event 48 18 4,453 1,905 .,r.;:::: ·---Vl':::d/ carlsbad HOTELS STATUS GROUP (DEF, TENTATIVE, MANAGER INCENTIVE? SOURCED LOST) (Y/N -AMT) HIiton, Hl:ll, Holiday Inn, Lost GPP TM N Hilton Lost TM N Hyatt & Omni Tentative TM N Hyatt Definite TM Y-$4000 Omni Tentative TM Y -$4000 Omni Tentative TM Y -$6000 Tentative Hyatt TM Y-$6000 Hilton, Omni, Hyatt & CXLd Sheraton TM N n11,u11, ,,._,,, Holiday Inn, Homewood, Tentative Shrtn & West TM N Hyatt& Omni Tentative TM Y-$6000 4 sns, omni & Hyatt Tentative TM N
DEFINITES, ACTIVITES, TRADE SHOWS DATES DEFINITES 01/28 -02/1, 2018 inVentiv 07/11-15, 2018 SiteOne 2018 Partner Program TOTAL DATE SITES/CLIENT EVENTS/ ACTIVITIES 12/14/18 Sales Calls in OC DATE TRADE SHOWS ATTENDED 12/4-5/2017 Connect California HOTEL RNs PPl Park Hyatt 385 150 Omni 75 100 2 460 250 COMMENTS Met with Rutan & Tucker, Hotel Helpers, Edwards Life Science, & Twenty156 Events NO. of CONTACTS LEADS 23 1 vfs1~..,,... carlsbad
Board of Directors Report FY2018 Q2 DATES Aug-18 Apr-18 May-20 May-18 Feb-18 Mar-18 Jan-18 Apr-19 Dec-19 Nov-18 JAN 2018 FEB 2018 JUN 2018 DEC 2017 AUG 2018 MAR 2019 FEB 2018 MAR 2018 SEP 2019 JAN 2018 OCT 2018 APR 2018 MAY/JUN 2018 JAN 2018 FEB 2019 OCT 2018 NOV 2019 FEB 2018 FEB 2018 OCT 2019 MAY 2018 TOTAL LEADS First Baptist Church Marriage Retreat ARRIS Global Kick-off Soc Of Lateral Access Surgery ASCEND Event Ninja Installation 2018 Bracing & Supports Field Sales Trainers City of Laguna Beach Teambuilding NFLRA 2019 Bus Meeting and Awards Dinner 2019 NLC Mutual December Board Meeting DLS-NOV18 Bioventus Surgical Sales Meeting Rouse Properties -2018 Leasing Summit SiteOne 2018 Partner Program Goldie Malone's Speak Easy Fiserv 2018 Solutions Seminar for Nautilus 2019 FMP Chairman's Club Dynamaxx Board Meeting United Healthcare Optum Rx Leadership Council Ohio National ONESCO 2019 OW -San Diego Event The Epowerment Partnership -iNLP SD Fluke President's Club Mills Entertainment -Weekend Destination inVentiv 2018 Board Meeting TechCon North America Milliman Healthcare Intelligence Client Forum Metals ServiceCenter Inst Zumasys Bright Horizons Conscious Capitalism inVentiv -Merck NSS Top Performers Conf 32 STATUS SOURCE RNs PPL Decision 11/5. IMEX 55 40 REGRET. Can't host in 1 hotel (750pk). Conf Direct 2,710 500 REGRET. Omni & Hyatt due to space Sales 269 150 Decision 12/9. Hyatt, Omni & Wstn bid Sales 763 500 Decision 11 /13. Cape Rey, HGI & Shrtn bid event 4 50 Decision 11/30. Cape Rey, 4 Sns & Shrtn bid. Omni regret. Sales 60 25 Decision 11 /30. HGI & Shrtn bid. Cape Rey & 4Sns regret (per diem). IMEX 32 10 Decision 12/15. Omni & Hyatt bid. IMEX 316 200 Decision 12/31. Omni, Hyatt, Shrt/Wstn bid Conf Direct 148 60 Decision 11 /15. Cape Rey bid Sales 605 300 Lost -Hltn, Omni, Hyatt, Shrtn & Wstn HB 93 30 Lost -Hltn, Omni, Hyatt, Shrtn & Wstn Smart Meetings 110 50 Tentative -Hltn, HGI, LEGO, Omni, Hyatt, Shrtn & Wstn HB 75 100 Lost -Hltn, Omni, Hyatt & Shrtn event --200 Tentative -Hltn, HGI, LEGO, Omni, Hyatt, Shrtn & Wstn event 336 100 Tentative -Omni HB Calls 245 120 Tentative -Omni, Wstn CD Calls 83 30 Tentative -Hltn, Shrtn event 42 40 Tentative -Omni Luxury Meetings 664 180 Summit Tentative -Hltn, Shrtn Hotels 705 60 Lost -Hilton, HGI, Holiday Inn, GPP HB 37 10 Lost HB 48 30 Tentative HB 530 500 Definite Hotel 385 150 Tentative Connect CA 385 140 Tentative CD 1,370 400 Tentative Hotel 800 300 CXLd event 45 25 Tentative HB 18 7 Tentative HB 832 350 Tentative event 48 18 11,813 4,675
DATES DEFINITES HOTEL RNs PPL 11/2018 Health Centers of the Future Sheraton 351 330 JAN 28-FEB 1, 2018 inVentiv Park Hyatt 385 150 JUL 11-15,2018 SiteOne 2018 Partner Program Omni 75 100 JAN 10-23, 2018 Triumph Motorcycles Limited Cape Rey Hilton 445 60 TOTAL 4 1,256 640 DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS 10/4 Debby DuBose, CSI Lunch at Omni 10/25 Meeting with Barrel Republic re: groups Amanda Clerkeis new event manager 10/31 SITE SoCal Luncheon at Pelican Hill Met with 3 new and 9 previous contacts. NOV30 SITE SoCal Holiday Event in Beverly Hills Hosted 4 clients-Jennifer Brown, MSR; Billi Little, Symantec; Lindsay McKenna, Yext, and Audrey Kerr, Event Marketing Partners. Connected with other clients at networking events. DEC14 Sales Calls in OC Met with Rutan & Tucker, Hotel Helpers, Edwards Life Science, & Twenty156 Events DATE TRADE SHOWS NO. of CONTACTS LEADS OCT 9-12 IMEX America 53 4 NOV 7-9 Luxury Meetings Summit in Cincinnati and Louisville 27 1 DEC 4-5 Connect California 23 1
EXHIBIT 3
Wagstaff Worldwide
December 2017 PR Cli ent Activity Report
o 13 placements in national and local media, reaching over 16 million impressions and with a
media value of $113,853.
o First six months of the fiscal year 2017-2018 to 127 placements and 339 million
impressions. This is a huge jump from last year's six month period, which offered 57
placements and 130 million impressions (which in itself was a major leap from the same period in 2015, which offered 5 placements and 2 million impressions under DCI). Calculated ad value
was slightly higher from July-Dec in 2016, totaling $8,5 million, compared to $5,5 million for the
same period in 2017.
This month we focused on securing coverage resulting from pitching Holiday events in Carlsbad
and on the appointment of Carlsbad, Kidifornia's Mini Mayor, Anthony Jones. As a result,
Legoland, Cape Rey and Park Hyatt Aviara were the most featured property with 6 placements
each, followed by West Inn & Suites (6 placements), Beach Terrace Inn (2) and Sheraton
Carlsbad (1 ). The most featured themes were Food & Beverage (11 placements), Family Fun
(9), and Events/Festivals (5).
We'd like to highlight our goals/initiatives for December:
Initiative: Position Carlsbad, CA as the ultimate place for the holidays, highlighting local events
and happenings for San Diego residents
Results: Secured 10 placements on the city's many festive offerings for Christmas Eve,
Christmas Day and New Years in Carlsbad in outlets including The San Diego Union-Tribune,
San Diego Magazine, Pacific San Diego, SoCal City Kids, and ABC 10 News online, among
others.
Initiative: Promote awareness of the destination as kid -friendly with a variety of offerings for
families
Results: Secured a feature on the Mini-Mayor in the print and online versions of The Coast
News and Mint Green with Envy.
• Initiative: Act as a 360-degree marketing partner and drive strategic partnerships
Results: Continued developing partnerships for the Colors of Carlsbad and Petal to Plate
integrated marketing campaigns with local and national partners; confirmed participation of
seven venues for Petal to Plate; developed event overview and drafted media pitch
400 Ca>lsbacl Village 01ive
Carlshad, Califomie1 92008
vlsltcarlsl.JRd.corn
ws/r carlsbad VISIT CARLSBAD l(Pl'S AND RESULTS DASHBOARD 'Number of'Placcmcnts Number of lmprc<0lon< Estlmatcd'Mcdlo Value .(USO) 13 16,005.432 $113,853.35 127 339,320,812 $5,451,230.95 • Ontv traclt1ona1 mf!dt.1 •• Include!. ~oel::il media DECEMBER 2017 PROPERTY SPLIT Medi;i lmprc~slons Year to 0;'.ltC FY 2017·2018 lls0,000,000 1r.o.oru.ooo l-lO,OC0,000 lW,Oll(l,0111'1 :00.000,000 :10.000,000 fJ{J,000,COO -10,000.000 !0,000.IXlO -111no1., 11/!f;,()17 10/lF.'<11'1 WAGSTAFF WORLDWIDE DECEMBER 2017 THEME SPLIT ll/l/;,Ql7 J.'il,:,Ol/
:/,5/·r carlsbad VISIT CARLSBAD Media Relations Activity December 2017 WAGSTAFF WORLDWIDE MEDIA PENDING Journalist Name Publication Distro Story Angle/ Notes .. -... ,'t' .•;;. .·, ,. . ·--.. ~ Ann Shepphird Meetings Today Online Wellness offerincs for croups and renovations; set up interview .1nd offered quotes from tram Mia Taylor, Travel Pulse Contributor Online Attended Kidifornia FAM Trip; will write feature on fomily-friendly dcstin~tion Dani l-lenemeyer, contributor Cllifornia Meetings & Events Online Set up interview with SJm Ross and Tamar~ McGiboncy on Carlsbad as :i destination for mectincs; to appear J;:muary (winter issue) Nicole Clausine, Sunset Freelance Editorial Print Sent destination !maces for Inclusion in Spring issue story featuring Carlsbad MEDIA ACTIVITY Journallst Name Publication Distro Story Angle / Notes Ariel Frager Portland Parent and NW Kids Magazine Print/Online Worked with Molly Okuma to confirm visit to Ler,oland and hosted stay at hotel; preparing Itinerary of activity Ashley Dav USA Today Online Sent information on Carelabd's best Bloody Marv's for roundup January 1. 2018 Assi~nmcnt desk NBC 4 San Diego Bro.:idcast Offered updated Information on Kidifornia campair,n and appointment of Mini-Mayor; will work on Feb story Audrey WIison Family Tarvel with Colleen Kelly Broadcast Offered updated inform.:,tion on Kidlfornia campJir.n: Jw;::iitlng proposal to discuss destination fenture-Beth Haroaz AP Online Pitched Cirlsbad for Best Destinations for 2018 Jody Robinson South County, HB, Oranae Magazinl' Print/Online Pitched the destination os family-friendly; interested In visiting Carlsbad; following up to arranr.e trip Jordl Lippe McGraw Forbes Online Pitched LEGOLAND Castle Hotel for Hotel Openinr,s In 2018 Marc Nicolas CBS The Talk Broadcast Offered information on hotels for holiday ser.ment Marla Soanadoris Famadillo Online Pitched holld.Jy happenings in Carlsbad; journalist interested In hosted visit to destination Matt Ward Golf Travel Weekly, Epoch Times Online Pitched Carlsbad ~olf courses and ;1menitics; interested in visitinR the dc!itination; following up to arranr.c trip Michaela Trimble Vop,ue.com Online Pitched 9 of the Bi,st U.S. Destinations to Visit In 2018: will consider Joininr. Petal to Plate trip Nevin Martell Open Tabli, Blor, Online Pitched Omni La Costa's vep,etable charcrutiere dishes OTHER ACTIVITY ~ -·----~ " _..,,;,,-,-.-. -~~ ·--··· ·••-~1,.c ~···u•••· -Date Details of activity PLANNING:Petal to Plate FAM and event, Colors of Carlsbad MEDIA VISITS: Confirmed hosted stay for Ariel Frager at Ler.olond December 2017 PARTNERS: Reached out to partners for Petal to Plate, holiday cocktails and dishes. and new updates; secured Hlrelnfluence for Colors of Carlsbad PITCHES: What's New in Carlsbad; Petal to Plate REPORTING: Preooed December CAR and 02 report
~flsbad D~'<cmtwr l, '2017 O!!'t<1mbt-rl,2017 Ot"Cll'mtwr C., 2017 Occ..-mbN7.Wl7 Oronwvnlso;ic 01!-cemOOr 12, 7017 t::lrkM.iltU f>l.ibllc.tlon Tht• Coa-:,t Nl!W~ The ~n Dlc1:o LJnlon • Trlhunt' Mint Grro:in with Cnvv ,.-ruot P\lbllc.atlOf'I (Y.,/No) Cll'ti.l~tl<)n / Utilquc-VISIT CARLSBAD CAR December 2017 U!iA. / CAIII Vlllton!MontnjvJ/ Ol1trlbulionTyl"' lmpn,ulor,\ U5I\ 4~.027 U5A """' ~G(A.J!J USA -1:!)),JQ(i $:J.<174.M U~A 15,oon ~10-:.00 USA ll.!i17,7J':. Otlllne SRO,l."2•'1.15 U5/, 1B'J.~J2 011ru·u.• run r111e Ad n11tn Unlc 101,rt:t 10 th,:o ;irtld'CI) Story Anclr $:t•l.00 ~111.00 WAGSTAFF WORLDWIDE '" $1.00 ,i111\h:,,,,:WW...i"'Pl•'.:r"ll!'l<'"'(lY!m fhc ulllrnJtl! cuu!c to rln1;in1i In 11w Nrw 'l'(!ar In ,. ,.,.,.,_1~11•"'(',1~1"''i!!'e!'l"t."r.~t: !;im Dhir,o kJ1ur1nr. lh,;-~her.iton C,1rbb.:id') ,j,:,/J1 ":::t'-'W_-y!,!1,/_i~'l~ !".· Vill:iJl'I~ v~. ~Ul)('th..-ro NY[ p;irty 11s .:i family tr1cnclfv nouT1dup $7.00 $1.00 $7,00 ·!'.<::l!.?.::l'!.r.'.!.l.~l!'.-1·":'Y.!li.fl'T: .:1fl•:11n1: l;l"!!''l.i.:~··""··'"·'rt:~~1:1!"'"-!Y , -pci1_·:,11.-:1.~,~·t!!'.~:!<t<.~d-,.,r:-.. K•l1"~:'··~r-;.,~ ,1'1·,l\<•l ~l\1'1"tt~., Nrt!I , f'lour,durt ol holld,W the-med ~:. 1rc-.:i1mcnlJ11(1 help :·i:~;-~~:::~,;:~~;'.:·;l~'.~'1:1.\~;-;:"'i;. cu,;• tr:11111t .1nio:1t'ty whleh lf•Muror. c:ipc n,~ ,1w~+'t'J:>/ ' ----Cuhb(ld Orn;u1 Crc•,t ~p;l'•. Oil!I tlody Wr.,p ;mil M;w~.1w~ Trc,,111,1:nt i111.r.:ii.~J~fl"l1o·_,:,...,, ,,. .,,,,,,_~ llouodu11 ot ~m 01'!!:o ttoliJ.w l."Vt·nt~ :,nu dlnln1: <'>!'1(ill:•:::.f( tyl;li,•l~.,·1'.:>nPr.-•"r lncludlnr, Occ.111 f>l'arl !;pa :it !:hcr.1ton Carl~bad, l·'"o/.'""'''11'lw·•·,-,11v-r•-r,i11f.· P.:!1k Hv!:llt Avl!ir:>', chocol.111• Chri•.tm.1~ ircc, l!Qundop No No '(•,-~ f-------f-------+------+----f---+-----j------j--------j------j-''---""----,c.~'"'"-' '-----J"'"""~l.alo-n,e~,·~---+----+----+------< Oi!n•mbt:-rUl,1.011 7,)~') Onlin(• ::.1.00 rtoumlup No l1\iP.:l:.-~'"'''"i!~ir•«-ntr.1\,"-;n ~,ember 1B, 1017 49),t.O(. ~7.00 u,C.'t'L!'l':lff',1lr!ffl":m.lf'l"''Y."..-,•1V! Ro.indvp ol hol,d;iv l!,nlnc opt!oM !ncludlnr, !!:,.,1,i,.,,J"1_<"••1,i,k1r:tf·~ Chandler'~ .'It Ull'.k' R<."yC.-.rbb,1d, flovndup No ti.''.P.::'..'.:~:.~!;Wl~~.,.!1'TT!.!'!:,:,.r,r.."l_1·!. floundlip of s.,n Oll'CO'~ N,;iw Yim'~ Cvc ~OIM Ot'tll!mb,.r 18. 2017 tJ1:ut<1lynHarrl\ SoC.1I Pu1tt" 2G,J10 On11flc !,7,DO ; Vll'!'[w,.~n·~,....."'i":Y"'Al'_'i'VI"' Ciili•t,.ro,tlon•; ,1nd 11'tl11d.:d Th•• 5-h<)r:il'on Carhbad'•; Rou-ndup ;m.1 •:c.,.lr_l;N' ,;!ft'1'1 Hr.ri:w:-•. V~. Vllbln~ p:-lrt'v D<-ccmtJctl'J.1017 ,,nc10Ncw-. USA 1,J~0,000 Onlin~· $9.4~0.GO !,7.00 No ·1~:. Dc~1nbcr21,2017 CynthlJZilnont' :;an O!er,o Un40n•T1IIJUne YI!"~ USA ,1n110G Or.line ~],.f/<1.84 $7,00 No r>•.!t•.;fb•-w•. ,,,.,_.. '."lf'l/i,'•~':'f nouriduo of San 011.•no New "Year'~ fvN11·: 11.'.itunnn Mark~und1•r:. AOC 10 Nt!W'. USA 1,JS0,000 Ontme ::., •• 1-:,0,00 ~7.00 1~f!.-lt<" 1·· '"""'"t,....,t,r1/'tr•. 1-.,. LCGOlAND'•, brf(k drop ct'h::tm1111,n ;,n(l ltw nound,1r, No Thc(dfto1, Onlinl.' ~7.00 1mr:!z,w.,., ~.,:1•.1,,w1-1•nLt:""'i.: Articll· te:m1r1ni: l,1~1 n,h,utl1 C.irl~b:11:I New v~•.,r'~ ri~tl:'l1t, Jdr-lr. No No S11!1U';J.lS ~<idtiv~!ue .. ""'" .,, ... ,. ,. ;;·.
EXHIBIT 4
FY 2018 Carlsbad Visitor Center Stats
Foreign Total Lodging LL No. of Vol
US Visitors Visitors Visitors Emails Phone In Referrals Referrals Vol Hours
2017 I i
July 691 77 768 303 87 16 22 59 153
Aug 739 124 863 227 88 13 43 63 176
Sept 572 96 668 318 63 8 6 59 138
Ql Total 2,002 297 2,299 84 8 2.38 37 71 181 466
Oct 580 190 770 1,050 86 15 10 63 157
Nov 410 94 504 17,443 93 12 22 63 161
Dec 369 64 433 17300 78 10 12 54 143
Q2 Total 1,359 348 1,707 35,793 257 37 44 180 460
Ql,2 Total 3,361 645 4,006 36,641 495 74 115 361 92.6
2018
Jan
Feb
Mar
Q3 Total ---0 -----
April
May
June
Q4 Total ---0 0 0 0 0 0
' ' Q3,4 Total ---0 0 o, 0 0, 0
Grand Total 3,361 645 4,006 36641 495 74 115 361 926
Jul -16 839 78 917 180 83 23 20 47 147
Aug-16 694 149 843 146 97 15 61 66 178
Sep-16 776 117 893 148 93 12 18 60 158 IQ~ FY17 2309 344 2653 474 273 50 99 173 4821
Oct-16 612 190 802 121 111 12 15 67 181
Nov-16 472 95 472 78 90 9 29 60 124
Dec-16 369 118 487 59 83 14 16 53 148
Jan-17
Feb-17
Mar-17
Apr-17
May-17
Jun-17
FY 17 Totals 3,762 747 4,414 732 557 85 159 353 935
1/10/2018