HomeMy WebLinkAbout2019-01-16; Carlsbad Tourism Business Improvement District; ; CTBID GRANT REQUEST AB 1-19-175AB#
MTG.
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
01-19-175 CTBID STAFF
01-16-19 CTBID GRANT REQUEST GENERAL
COUNSEL
RECOMMENDED ACTION:
1. Review and consider funding CTBID grant application from Carlsbad 5000.
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2. Adopt Resolution No. 2019-2 allocating amounts to be determined to the Carlsbad 5000.
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 $200,000 in their 2018-19 budget to fund these grants. As part
of their contract with the CTBID, the VisitCarlsbad Board reviews the applications and makes
funding recommendations to the CTBID Board. The VisitCarlsbad Board reviews the requests
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, to date, has recommended,
and the CTBID Board has approved, funding for four requests for a total of $120,000. The
table in Exhibit 2 summarizes prior funding of CTBID grants. One application has been
recently received from the Carlsbad 5000 for $25,000. The application is included in the
exhibit.
FISCAL IMPACT:
The CTBID 2018-19 Budget contains an appropriation of $200,000 for CTBID Grants of which
$80,000 is still available. 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. 2019-2 allocating funding to the organizations identified
2. Summary of prior CTBID Grant funding
3. Carlsbad 5000 grant application
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
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RESOLUTION NO. 2019-2
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
ALLOCATING CTBID GRANT FUNDING FOR 2018-19
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, four organizations submitted applications for 2018-19 CTBID grant funds
in July 2018; and
WHEREAS, the VisitCarlsbad Board reviewed the applications and made funding
recommendations to the CTBID Board for four of the organizations which were approved by the
CTBID Board at prior meetings.
WHEREAS, one organization submitted an application for 2018-19 CTBID grant funds
in December 2018; and
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
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1. That the above recitations are true and correct.
2. That the CTBID Board hereby allocates funding in the amount of $ 2 5 , 0 0 0 to the
Carlsbad 5000 in accordance with the Grant Guidelines.
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PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the ~day of
__ J_a_n_u_a_r_y ___ 2019, by the following vote to wit:
AYES: Stripe, Hughes, Gray, Canepa, Rauch
NOES: N/A
ABSENT: Idris
T~
Chair
(
Barbara gl son
Clerk of the
Carlsbad Tourism Business Improvement District
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EXHIBIT2
Past CTBID Grant Funding
Event 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 Total
Artsplash $ 6,664 $ 7,200 $ 4,000 $ 4,000 0 n/a n/a n/a n/a n/a $ 21,864
Bike MS n/a n/a n/a n/a n/a n/a 10,000 20,000 n/a $ 20,000 $ 20,000 $ 30,000
Carlsbad 5000 n/a n/a n/a n/a 20,000 15,000 15,000 20,000 20,000 15,000 $ 105,000
Carlsbad Brewfest n/a n/a n/a n/a n/a n/a n/a 2,500 7,000 10,000 15,000 $ 9,500
Carlsbad Music Festival n/a n/a n/a n/a 0 5,000 5,000 5,000 0 4,432 $ 19,432
Carlsbad Classic (tennis) n/a n/a n/a n/a n/a n/a n/a 25,000 n/a n/a $ 25,000
LPGA Kia Classic n/a n/a n/a n/a n/a n/a n/a 25,000 35,000 35,000 60,000 $ 60,000
La Costa Film Festival n/a n/a n/a n/a n/a 0 10,000 10,000 20,000 Event cancelled $ 40,000
Carlsbad Marathon 9,878 5,520 5,820 5,000 5,000 10,000 10,000 12,000 17,000 18,579 25,000 $ 123,797
New Village Arts Theatre n/a n/a n/a 0 n/a n/a n/a n/a n/a n/a 0
SD Jazz Festival n/a n/a n/a n/a 5,000 10,000 0 n/a n/a $ 15,000
San Diego Aviators n/a n/a n/a n/a n/a n/a n/a n/a 0 n/a 0
Womens Tennis n/a n/a 10,000 10,000 20,000 10,000 n/a n/a n/a n/a $ 50,000
Total Funded $ 16,542 $ 12,720 $ 19,820 $ 19,000 $ 50,000 $ 50,000 $ 50,000 $ 119,500 $ 99,000 $ 103,011 $ 120,000 $ 499,593
n/a -Did not apply
t.:i.n10IT :::>
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT ~
(_ City of
Grant Application Carlsbad
FISCAL YEAR 2018 -2019
DUE DATE JUNE 29, 2018
Please complete the following application. You may attach additional pages if necessary.
Applicant Information
Name of Applicant
Address
Phone
Contact Name
Carlsbad 5000 (Groundwork Endurance, LLC)
12825 Via Nieve #49 San Diego, CA 92130
858-276-0844 Email ashley@}carlsbad5000.com
Ashley Gibson Contact Phone 817-343-5351
Federal Tax ID# or Social Security#
$ Amount of Grant Request
83-1940481
$25,000
Program Description/Scope (Please use additional pages if necessary but no more than 3):
Describe your program
San Diego-based Groundwork Endurance, LLC has acquired the iconic Carlsbad 5000 road race, bringing the event back to local roots
or the first time in over a decade. Under the leadership oflocal runners, including U.S Olympian Meb Keflezighi, Groundwork
ndurance will welcome participants from around the world to Carlsbad, California April 6-7, 2019 for the 34th annual Carlsbad
000. Known as the "World's Fastest 5k", the annual road race attracts amateur, competitive, and professional runners from around
he world. Since the inaugural edition in 1986, the Carlsbad 5000 has seen 16 World records and eight U.S. records, as well as
umerous national and age group marks. The event is the home of the current female and male World 5K road records. Sunday's big
how features multiple age-group races throughout the morning leading up to the legendary pro women's and men's races. The popular
unior Carlsbad, which celebrates its 30th anniversary this year, also features multiple races designed for children ages 12 and under.
he "Party by the Sea" gets started once the first runners cross the finish line celebrating with live music in the Pizza Port beer garden.
How will the program benefit Carlsbad tourism?
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j[his classic event is one of the longest-running 5K road races in the world, which attracts people from across the US and an average
rf 19 countries each year. Race weekend is a multi-day event with activities including packet pickup starting Friday, and continuing
pn through Sunday afternoon. Of all participants, 41 % live outside of San Diego County, with leading states including Colorado,
Nevada, and Arizona. New owner, Meb Keflezighi has a passionate, global following and the team is hopeful that his involvement
Fill increase additional interest from out-of-town runners. We would like to work with Carlsbad tourism teams to push messaging in
ilignment with current objectives and content to extend reach for all marketing.
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Projected # of out of town visitors 7,000 Projected # of overnight stays 2,500
Applicant Background
This applicant is a (an) D Non-Profit
lll For-Profit
D Local Public Agency
D Individual
D Other
Years in Business 5 months Number of Employees 3 Number of Volunteers
(Please attach an organization chart, if available)
1635 Faraday Ave. • Carlsbad, CA 92008 • 760-602-2425 • www.carlsbadca.gov
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Names of Officers and Board of Directors
Name Ashley Gibson
Meb Keflezighi
Title Founder, Groundwork Endurance
Chief Running Officer
John Smith Head of Partnerships
Experience in Program Area
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shley and John both worked for Competitor Group, the previous ownership company of this event and have been involved in event
anagement of Carlsbad 5000 and dozens of additional road races over the years. For 2019, Groundwork Endurance has also
artnered with Easy Day Sports for event management and production of this race. Jamie Monroe, President of Easy Day Sports, has
anaged and produced road running events for nearly over 10 years, including Carlsbad 5000, Rock 'n' Roll Marathon Series events,
nd other well-known races. We have a complete roster of contractors and resources with extensive event management experience
ho are planned to be part of race weekend planning and production.
--· ---------·-··---····---------------------
Financial Capabilities/Budget
Current funding sources and levels (identify source of matching funds) also please detail out what the grant funds would be spent on
Current self-funded marketing budget is $10,000, with emphasis on digital marketing including targeted running websites, email lists,
klisplay networks and social media. Current marketing budget also include grassroots efforts, including flyers and postcards for
~
' istribution at local retailers, Pizza Port locations, run clubs, partners' offices, and local fitness facilities.
equested grant money would greatly increase our ability to promote the event outside of the local San Diego area. Grant funding
, ould support increased marketing across these channels
~ Increase targeted digital advertising for LA, Orange County, Northern California and surrounding states
~ Out of home marketing, including billboards and kiosks in surrounding markets
~ Target new audiences with email inclusions, virtual goody bags and dedicated e-blasts through endemic and non-endemic outlets
~ Sponsorship and promotions for and with influencers, running enthusiasts, and athletes -nationally
Reporting Requirements
A report on how the funds were spent and number of room nights generated will be required to be filed with the
CTBID. Proof of program expenses (ie receipts) are required to be held for two years during which time the CTBID
reserves the right to audit the records.
We agree to adhere to the reporting requirements described above. Yes Ill No 0
Other Requirements
Grant recipients will be required to recognize on all printed material that grant program is funded in part by
the CTBID.
Certification
I, the undersigned, do hereby attest that the above information is true and correct to the best of my knowledge.
Signature Title Date
Founder, Groundwork Endurance 1/8/19
1635 Faraday Ave. • Carlsbad, CA 92008 • 760-602-2425 • www.carlsbadca.gov