HomeMy WebLinkAbout2019-01-16; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly Reports AB 1-19-173AB#
MTG.
CARLSBAD TOURISM·
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
1-19-173 CTBID STAFF
1-16-19 Visit Carlsbad GENERAL
COUNSEL
QUARTERLY REPORTS
RECOMMENDED ACTION:
Receive reports and provide feedback.
ITEM EXPLANATION:
"i\ l
(~
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, 2018. 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 2018 Website Recap Report Summary
2. Group Meetings Report -July through December 2018
3. Public Relations Report -December 2018 PR Client Activity Report
4. FY 2018 Visitor Center Stats
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
EXHIBIT 1
9\vfslt: w carlsbad
Dec 1, 2018 -Dec 31, 2018
OVERALL TRAFFIC SUMMARY
. . . . .
21,517 30,000 • Or_ganlc Search -~!aid_Searc_!l -Socia! . ~DG~la.y ~.£?ircct -Referral
n ,!iOO
nlhllln •. 15,000
7,500
Previous period Previous year 0 -8~ V 33% "' Jan Feb Mar
VISITS BY CHANNEL GROUPING
• Organic Search • Social • Direct • Paid Search
Referral
e (Other) • Display
Total
TOP CONVERSION PATHS
Previous period
• Organic> Direct 216 ·8
• Organic> Direct > Direct 31 •26
• Direct> Direct 29 ·16
• Organic > Referral 27 -1B
Organic> Direct> Direct> Direct 19
• Organic> Organic
e Paid> Paid
• Referral> Direct
• Referral > Referral
Total
19 +4
18 -11
17 ·5
16
568
DEVICE TYPE BREAKDOWN OVERALL TRAFFIC
Previous period
• mobile 12,104 ·8.09%
• desktop 7,678 •8.74%
• tablet 1,735 •6 .37% ---------Tot a I 21,517
--I
Ap, Mey Jun Jul Aug Sep Oct Nov Dec
Previous period Previous period
12,358 -1,001 57.4% t0,11'
3,469 +370 16.1% +2.9!~
2,808 ·75 13.1% +0.7%
1,623 ·603 7.5% -2.0%
1,153 ·102 5.4% +0.0%
102 +25 0.5% ~0.1'¾
4 ·45Z 0.0% -1.9%
21,517
AVERAGE VISIT TIME NEW VISITS RATE
00:01:30 86.5%
, --
-~
Previous period
1"'
Previous year
•44:, V
TOP CONVERTING GOALS
• Outbound Links -Click (E) (Goal 7) • Other Listings • Visit Their Website -Clic ... • Hotel Resort Listings· Visit Their Websit. .. • Plan Your Stay -1st Step· Submit (E) (G ... • Hotel Resort Listings -Book It Now -CII ... • Other Listings -Book It Now· CIiek (E) ( ... • Newsletter Sign Up -Submit (E) (Goal 6)
Telephone Number -Clicks (E) (Goal 9) • Site Search • Submit (E) (Goal 10)
Total
2,833
1,509
371
290
86
81
70
38
32
5,345
Prcvlou!i yoc11
1%
Previous period
-302
·177
·130
·36
·43
+19
·9
·2
•11
I ORGANIC SEARCH TRAFFIC & RANKINGS
\(ISITS FROM ORGANIC YEAR OVER YEAR ORGANIC VISITS TREND
20,000------------------------------------
12,358
P, ~ViOU5 period Prc..,,iot1s yc.u 15,000
•9¾ V 55% A
10,000·
5,000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
D 2018 Jan • 2010 Dec ■ 2017 Jan • 2017 Dec
TOP CONVERTING GOALS rROM ORGANIC
• Outbound Links • Click (El (Goal 7) • Otl1er Listings -Visit Their Website -Clic ... • Hotel Resort Listings -Visit Their Webslt ... • Plan Your Stay· 1st Step · Submit (El (G ...
Other Listings • Book It Now· CIiek (E) (. .. • Newsletter Sign Up -Submit (El (Goal 6l • Hotel Resort listings -Book It Now -Cli... • Site Search -Submit (El (Goal 10)
• Telephone Number -Cllcks (El (Goal 9)
Total
TOP CONVERSION PATHS W/ ORGANIC
• Organic> Direct
• Organic> Direct> Direct
• Organic> Referral
• Organic> Direct> Direct> Direct
Organic > Organic
• Organic > Paid
• Organic> Direct> Direct> Direct> Dire ...
• Organic > Referral > Referral
• Organic> Direct> Organic> Direct> Or ...
Total
ORGANIC TRAFFIC ENTRIES PER LANDING PAGE
/attractions/
/events/
/restaurant/
/ counting-new-year-ca rls bad-2017 /
/beaches/
/wonderful-time-year-carlsbad-december/
/shopping/
/beaches/south-ponto-beach/
/breweries/
/attractions/the-flower-fields-at-carlsbad-ranch/
/spa/the· spa ·at· la-cos ta/
/beaches/ta mar ack-sta te-beach/
/spa/
/hotels/
/carlsbad-windmill-food-hall/
Previous period
1,958 ·139
1,160 ·123
171 ·53
120 ·15
60 +15
45 ·7
25 ·16
25 ·O
25 +1
3,607
Previous period
216 ·O
31 ·26
27 ·10
19
19 +4
10 ·7
9 +7
6 +5
5 +5
394
/transportation/
/attractions/californla-attractions-gemological-lnstitute-of-america-gla/
/attractions/alga-norte-skate-park/
/about-carlsbad/
/resorts/
/outdoors/buena-vista-lagoon/
MONTHLY POSITIONING KEYWORD HIGHLIGHTS
Previous period
• best carlsbad beaches 1 • breweries In carlsbad ca 2 • carlsbad restaurants 2 • best places to eat in carlsbad 3
carlsbad ca hotel 4 +1 • hotel in carlsbad california 4 +1 • hotels Ill carlsbad 4 •2
carlsbo1d golf 7 +2 • carlsbad mall 10 +4 • carlsbad hotels near legoland 19 -2
ORGANIC GOAL COMPLETIONS SEO RANKINGS
3,607 Click here to access your full
ranking report.
i II 111 t ♦J ----
Pro'1iou, petiod Previous y-,ar
·9% V 48% "
Clicks Impressions Avg.CTR
3,064 ·368 111,183 •13,611 2.76% +0.01%
1,185 +87 102,500 ·5,490 1.16% +0.14¾
934 ·664 9,943 ·6,763 9.39% -0.17%
707 ·111 95,529 +13,566 0,74% ·0,26,:.
513 +414 7,199 1-4,999 7.13% +2.63¾
495 ·50 40,270 ·19,087 1.23% +0.?0:;
395 +165 4,391 +2,056 9.00% -0.85%
250 +6 49,665 +0.121 0.50% •0,091;
141 ·44 3,439 ·3,949 4.10% +1.60~{.
133 +10 5,722 +193 2.32% +0.10%
126 ·22 18,057 ·2,104 0.70% -0.04,:
122 +34 7,460 +1,069 1.64% +0.26~4
114 ·59 4,145 ·4,079 2.75% +0.65¾
110 +30 11,205 ·664 0.98% +0.38%
109 ·38 41,987 •50,150 0.26% +0.11%
90 ·30 2,536 ·385 3.55% -0.56%
85 ·• 9,331 +615 0.91% ·0.11%
73 ·5 6,405 +25 1.14% ·0.08%
72 •21 2,491 ·410 2.89% ·0.32%
70 +15 80,253 ·10,135 0.09% +0.03~"
69 -31 22,409 -2,093 0.31% ·0.09%
66 ·20 801 ·412 8.24% +1.15%
GOOGLE ADS PAID MEDIA
COST PPC CLICKS
$3,333.69 1,778
~,; -i v ,.\__/~
Previous period
·40% V
Provloui year
-32% V
Previous ueriod
·44'4 Y
AVERAGE CPC
$1.87
P1c\•iom p.::rlod
6% ""
Prcvioi.is year
·64% Y
Pre-viou~ year
88~ A
PAID GOAL COMPLETIONS TOP PAID CAMPAIGNS (SESSIONS)
700
I 1111111
Prc•;ious period
-28% V
Pfl.'.'VIOU5 yea,
-51" V
TOP CONVERTING GOALS FROM PAID
• Outbound Links -Click (E) (Goal 7)
• Hotel Resort Listings -Visit Their Websit ...
• Plan Your Stay -1st Step -Submit (E) (G ...
• Hotel Resort Listings -Book It Now -Cl! .. .
O\her Listings -Visit Their Website -Cllc .. .
• Newsletter Sign Up -Submit (E) (Goal 6)
• Other Listings -Book It Now -Click (E) ( ...
Telephone Number -Clicks (E) (Goal Q)
e Email Address -Clicks (E) (Goal 8)
Total
TOP PAID KEYWORDS BY AD IMPRESSIONS
san diego hotels
Carlsbad hotels
callfornia rentals
california resorts
hotels in san diego ca
san diego resorts
san dlego hotels on the beach
san di ego hotel deiJls
hotel rooms In san diego
carlsbad inn beach resort
callfornia beach resorts
carlsbad seapointe resort
legoland resort
carlsbad by the sea resort
callfornia tours
carlsbad resort
hotel In carisbad
holiday Inn carlsbad
motel 6 carlsbad
best hotels In san diego
romilntlc getaway in california
resorts carlsbad
Previous period
311 -139
162 ·77
137 -22
52 ·28
26 +1
4 ·6
3 +2
3 -1
1 -1
700
PPC IMPRESSIONS
142,404
PPC CTR
1.25%
Previous p~1iod Previous ye::a,
169% A •26~ V
e visit carlsbad -elevated
• Stay -Semch
• General -Search
• (not set)
Visit Carlsbad · Display
8 Brand -California
Total
COST/ CONVERSIONS
$20.90
A.~ ___;-~--:
P,evioui nerlod
•12'}~ V
2,735
1,279
337
6
4
4,362
Pre•,ious year
S18% A
Previous period
+n
-457
-151
+4
·450
+1
TOP CONVERSION PATHS W/ PAID SEARCH
• Paid> Paid 18 • Paid > Direct 9 • Paid> Referral 9 • Paid> Direct> Direct 4
Paid> Paid> Paid 4 • Organic> Direct> Paid> Direct> Direct 3 • Direct> Paid> Social Network 2 • Organic> Paid> Direct 2 • Organic> Paid> Paid 2 • Paid> Direct> Paid 2
Total 60
Ad Impressions Ad Clicl<s Ad Cost
91,786 -32,619 187 ·56 $609.91 -$244.66
10,475 -4,605 57 ·72 $135.40 -$199.87
4,086 ·2,969 150 -71 $355.63 ·$196.17
2,926 ·346 217 -46 $276.10 -$76.66
1,748 -387 3 -7 $7.54 ·$15.99
1,446 ·150 96 -1 $130.53 ·$11.60
1,312 -500 38 -,a $128.69 -$63.63
1,136 ·561 $2.56 •S0.01
1,049 ·266 0 $0.00
1,041 ·173 29 -10 $87.04 -S32.42
1,037 +66 124 +25 $158.95 ♦$29.39
982 -211 33 -5 $79.29 -S10.76
886 -297 10 -6 $19.61 -S14.29
BOO ·621 6 -20 $12.60 -$46.01
880 ·598 24 -19 $54.00 ·$32.22
682 ·356 4 -6 $4.60 ·$6.97
632 -323 12 -7 $20.24 ·$14.06
558 ·360 3 ·7 $4.82 -$11.52
538 -526 3 -13 $7.47 ·$28,05
485 ·290 8 -20 $25.14 -S69.09
473 -285 38 -10 $41.45 •$11.34
444 -244 4 -a $7.32 ·$14.49
I FACEBOOK ADS
COST
$1,924.45
Previous period
21% A
REACH
Prcvlou~ yc.:n
608¾ "
277,149
Previous period
109% .,._
AD ENGAGEMENT
P,evlous year
1,227% A
Visit Carlsbad -Slideshow (id:
61093-18135191)
Visit Carlsbad -Carousel (Id :
6092328459391)
• Lead generation Cid :
6113208260791)
lnstagram Post: More Carlsbad
magic. £1 .•• (id: 6113<121934791)
lnstagram Post: The
@carlsbadvillage Is lit up ... (id;
6112324033391)
Post: ·11s the Season! 5 ways to
enjoy CarlSbild this ... " (id :
6113202873191)
lnstagram Post: Carlsbad is ready
to welcome you ... (id :
6114191915791)
Visit Carlsbad -Single Image -VJ
(Id: 6109643253791)
Post: "Looking for a holiday hotel?
Check out the .. : (id:
6113308375991)
lnstagram Post: More Carlsbad
magic. £1 .•. (Id: 6113421934991)
UNIQUE LINK CLICKS
6,020
Previous petlod
14,, A
Previous y~ar
1,064%-"
COST PER UNIQUE CLICK
$0.26
PH:\·iOU'.. period .... P,cviou:> ycM
-11% V
CAMPAIGN ENGAGEMENT
Visit Carlsbad -Elevated
Post: "Carlsbad Is a place llke no other.
Find the best .. :
Lead generation · E,nalls
lnstagram Post: More Carlsbad magic.
El ..
Post: "Looking for a holiday hotel?
Check out the ... •
Post: •Tis the Season! S ways to enjoy
CcJrlsbad this .. :
lnstagram Post: The @carlsbadvillage Is
lltup ...
CTR
2.32%
Previous period
-36% V
IMPRESSIONS
Prt.-·:lous Y~<H
-37¾ V
393,189
Previous period
Tl% "
Post Shares
138 -54
19 +19
7 +7
6 +6
5 +5
5 +5
4 +4
PrcvlOIJS ye:.i1
1,131% A
Post Comments
24 -2
9 +9
5 +5
0
0
0
+1
Link Clicks CPC (Cost per Lin... Post Reactions Page Likes
4,618 +401
444 -1,135
324 +324
314 +314
262 +262
201 +201
161 +16'1
144 +120
79 +79
9 t9
$0.29
$0.30
$0.47
$0.10
$0.16
$0.25
$0.17
$0.30
$0.63
$0.33
+$0.04
+$0.04
+$0.47
•S0.10
t$0.16
+$0.25
+$0.17
+$0.01
+$0.63
+$0.33
390 +23
60 -40
226 '226
191 +191
73 +73
21 +21
178 +170
44 ->21
26 +26
188 +100
0
0
0
0
0
0
0
0
+1
+1
COST PER WEBSITE CONVERSIONS
$0.56
Pr~viou,; period
-1% V
Page Likes
0
0
0
0
0
Post Shares
117 -21
9 -41
7 H
6 +6
2 +2
5 ➔·5
+1
12 +9
5 +6
0
36% r.
Post ReilctiOns
493 +2
122 +122
226 +226
379 +379
26 +26
21 +21
173 +173
Post Comments
18
2
5
0
0
0
0
4
0
0
-3
-3
+5
+4
Group Sales -FY2019 Summary FY2019 FY2018 MLG DATES LEADS LEADS RNs 3 July 19 5 7,970 8 August 20 10 7,913 10 September 14 12 7,564 9 October 16 11 6,269 8 November 13 10 6,121 9 December 8 11 5,615 19 January 21 17 February 19 18 March 20 . 17 April 19 16 May 18 16 June 18 150 TOTAL 90 174 41,452 FY2018 Tamara's Goals v. Actuals G A %G Notes: Sales Leads Sites 150 90 60% MLG: Monthly Lead Goal RNMG: Room Night Monthly Goal Definite Def RM 15 6,500 10 6,286 67% 97% PPL 3,828 3,850 3,575 2,535 2,753 3,680 20,221 Leads Def DefRmN Sites FY 2019 DATES July August September October November December January February March April May June TOTAL Ql 53 6 2,858 7 DEFINITES 5 1 1 3 0 10 Q2 37 4 3,428 1 RNs 2,239 619 1,950 1,478 6,286 Q3 Q4 0 0 WS/-✓.I b d cars a PPL RNMG 540 1,225 540 220 542 542 600 542 417 542 542 542 542 542 542 542 2,462 6,500 TOTAL 90 10 6,286 8 l:rj X ::r: H ttJ H 8 N
Group Sales Report 2018 Dec DATE REC'D MTG DATES COMPANY NAME 12/4 FEB 2020 2020 NUCA Annual Meeting 12/5 SEP 2021 Automotive National Dealer Meeting 12/7 SEP 2019 Fiserv Digital Banking Executive Counal 12/7 SEP 2019 Amazon SoCal Selling Partner Summit 12/10 FEB 2021 2021 National Sales Meeting from Sonburst 12/13 APR 2020 Keller Williams Realty/2020 Lux Home Agents 12/14 OCT 2019 Leadership Team Offsite -Kaiser Permanente 12/20 JUN 2019 Rey Wedding Definite Room Nights 1/16-19/19 OMA West 8/23-31/19 lpX 8/20-28/21 lpX DATE SITES/CLIENT EVENTS/ ACTIVITIES 12/5 Meeting with Ginny Pohlman, Smart Meetings 12/11 SITE SoCal Holiday Event in Coronado 12/13-16 American Express INTER[action] in San Diego 12/14 ConferenceDirect Team Landers Client Event in Carlsbad Leads RM Nights Sites SOURCE event event event event event ConfDir Sales Sales HOTEL Hyatt Hyatt Hyatt COMMENTS 8 5,615 RNs PPL 710 250 600 1670 119 so 400 300 1809 400 1932 900 35 40 10 70 5,615 3,680 RNs PPL 16 17 731 200 731 200 1,478 417 Definites RM Nights HOTELS SOURCED Omni & Hyatt Too large Hyatt Sheraton & Westin Omni Omni Hltn, Hyatt, Omni, Shrtn & Wstn No incentive Y-$4000 Y-$4000 Hltn & HGI Discussed upcoming events, FAMs, and partnership opportunities. 3 1,478 STATUS (DEF, GROUP TENT, INCENTIVE? LOST) (Y/N-AMT) LOST N LOST N LOST N TENT Y-$4000 TENT Y-$6000 LOST N TENT N TENT N Attended the annual Holiday Luncheon and networked w/ clients and new suppliers. Exhibited at this show and met with 33 new American Express contacts. Hosted 16 ConferneceDirect represntatives and guests for dinner in Carlsbad Village
Year Over Year Comp • 2018 v. 2019
FY2019
FY2018
VoY%CHG
Leads
Def
DefRmN
Sites
Leads
Def
Def RmN
Sites
Leads
Def
Def RmN
Sites
Ql
53
6
2,858
7
Ql
27
1
90
2
Ql
96%
500%
3076%
250%
Q2
37
4
3,428
1
Q2
32
3
905
2
Q2
16%
33%
279%
-50%
Q3 Q4 TOTAL
0 0 90
10
6,286
8
Q3 Q4 TOTAL
60 55 174
4 6 14
1,224 2,921 5,140
7 7 18
Q3 Q4 Total
Group Sales Report FY2019 -Summary LEAD DATE MTG DATES 7/2 JAN 2019 7/6 FEB 2019 7/6 JAN 2020 7/13 NOV 2018 7/15 MAR 2019 7/16 FEB 2019 7/18 JAN 2019 7/19 FEB 2019 7/19 OCT 2018 7/20 FEB 2020 7/20 MAR 2020 7/20 OCT 2019 7/20 JAN 2019 7/23 MAR 2020 7/23 MAY 2019 7/24 NOV 2018 7/24 May 2020 7/25 AUG 2018 7/26 DEC 2018 8/1 JAN 2020 8/2 APR 2019 8/3 OCT 2018 8/9 JAN 2019 8/9 NOV 2019 8/10 APR 2019 8/13 FEB 2021 8/13 MAY 2019 8/14 MAY 2019 8/14 MAY 2019 8/15 SEP/OCT 2019 COMPANY NAME Symantec ECS Leadership Meeting RMW International Winter 2019 Event Mitchell International Kick Off 2020 Voice Finders Workshop 2019 Create Powerful Training Amphenol Managers Meeting 2019 Andrea Milrad and Scott Heilwell Wedding Dexcom Global Leadership Meeting prAna Fall Sales Meeting Jaeger Lumber -Jaeger Lumber -Key Accounts Moms in Prayer -Awaken Hope Kiehls' 2019 Natl Sales Meeting 2020 IFEBP Spring Board Meeting Hines 2019 Global Property & Facility Managers Cont Valeant-Salix Fall Coaching Summit -West Paynewest -Network Builder 2020 OHL Ambassadors Club Dignity Health Edify Meeting 2020 ATIS Anni Mtg of the Committees (AMOC) Avanos Medical IVP QBR Annual Leadership Cont -Goodwin Recruiting Eisner Amper 19 Nov Partner Advance Bioventis Science Summit Avanos Medical 2021 ASM Exectech Masters Course San Diego Dermatology Conference AFOP Rocky Mountain Hi Assn Anni Independent Dealer Broker Consortium Leads Sites SOURCE Sales Sales HB event event event event Sales event Dest West Dest West event event event event Sales Sales event Sales event event HB HB HB HB HB HB CD HB Dest West 90 8 RNs PPL 465 150 25 150 607 450 13 40 360 90 467 160 84 125 45 175 150 85 405 68 229 52 65 500 669 200 955 220 750 250 230 100 870 400 13 13 1,568 600 479 100 440 200 54 18 68 17 651 200 143 80 2471 575 495 200 150 100 110 100 219 85 Definites Definite RN HOTELS SOURCED Hyatt, Omni & Wstn Hltn, HGI, Omni, Hyatt & Shrtn Omni, Shrtn & Wstn Hltn, HGI, Omni, Hyatt & Wstn Hyatt, Omni & Wstn Hltn, Omni, Hyatt & Wstn Hltn, Hyatt, Omni, Shrtn & Wstn Hltn, GPP, Omni, Hyatt, Shrtn & Wstn Hltn, Omni, Shrtn & Wstn Hltn, Hyatt, Omni & Wstn Hltn, Hyatt, Omni & Wstn , 12 hotels Hyatt & Wstn Omni Omni Hltn, Omni & Hyatt Hyatt, Omni & Wstn Four Sns & Hyat Omni Hltn & Omni Hltn, Omni & Wstn Omni Hltn, 4 Sns, Omni & Hyatt Omni, Hyatt & Wstn Hltn, Omni, Hyatt, Shrtn & Wstn Omni Hltn, Omni, Hyatt, Shrtn & Wstn Omni, Hyatt & Wstn GPP, HGI, Omni & Shrtn Omni & Hyatt 7 6,286 STATUS (DEF, TENTATIVE, LOST) LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD LEAD
8/19 NOV 2018 CA State Floral -courtesy block Sales 15 10 Fairfield Inn LEAD 8/19 OCT 2019 PWQA HB 245 100 Shrtn LEAD 8/20 OCT 2018 SCMP Fall 2018 HB 105 35 Omni & Wstn LEAD 8/22 SEP 2019 ACSA Women in School Leadership HB 329 250 Hltn, Omni & Wstn LEAD 8/24 FEB 2020 Active Cosmetics Division of L'Oreal NSM event 1035 330 Omni, Hyatt & Wstn LEAD 8/24 OCT 2019 2019 Insurance Roundtable -Ameriprise Financial LMS Mnpls 374 145 Omni, Hyatt & Wstn LEAD 8/25 NOV 2018 Symetra San Diego Meeting event 60 30 Hyatt & Wstn LEAD 8/28 FEB 2019 Kannaway Sales Conf San Diego event 120 1000 HGI, Hltn, Omni & Shrtn LEAD 8/29 Fall 2019 Kaiser Permanente Hotel 350 275 Omni LEAD 9/3 APR 2021 WMMA -2021 Woodworking Industry Conference HB 785 250 Hltn, Omni, Hyatt & Wstn LEAD 9/4 APR 2019 UHG Optum Meeting Amex 422 400 Omni CXL 9/4 SEP 2019 Bracewell LLC HB 555 185 Hyatt, 4 Sns LEAD 9/5 JUN 2022 L-TEN 2022 Annual Meeting HB 1601 900 (Too space intensive) LOST 9/6 JAN 2019 AJGA at Vista Valley event 105 78 1ptn, HI, Hmwd Suites, Hyatt Pie, Rsdnc, Stybr< LEAD 9/17 OCT 2019 Ozenbaugh/McDonald Wedding Sales 45 150 Hltn, GPP, Omni, Hyatt, & Shrtn LEAD 9/17 MAR 2020 Northwest Mutual -Managing Partners 2020 CD 600 260 Hyatt LEAD 9/17 FEB 2019 Foursquare Church -2019 District Admin Training event 42 20 HGI, Hyatt Pl, & Shrtn LEAD 9/18 MAY 2019 Fresh Sales Meeting 2019 Cvvent 266 100 Hyatt & Omni LEAD 9/19 MAY 2019 2019 FMDA Annual Meeting event 150 75 Hyatt LEAD 9/24 JUL 2021 CA Assn of Health Facilities & Quality Care Health Fdtn Sales 572 350 Shrtn & Wstn LEAD 9/17 APR 2019 Ameriprise -2019 401k Success Conference LMS-Mnpls 389 172 Omni, Hyatt, Wstn LEAD 9/25 FEB 2019 Symantec Advisory Council* Sales 120 35 4 Sns, Omni, LEAD 9/25 OCT 2019 HIG Global Community Summit HB 1912 600 Omni LEAD 10/1 APR 2019 Hach President's Club HB 100 25 Westin LEAD 10/2 SEP 2020 CNADMA 2020 HB 940 325 Omni LEAD 10/3 SEP 2019 Trust Users Group event 612 250 Omni & Wstn LEAD 10/3 OCT 2019 Goldstein/Millan Board Mtg Fal 2019 event 48 30 Hltn, 4 Sns, Omni, Hyatt, Shrtn & Wstn LEAD 10/4 JAN 2019 Deciphera intrigue NA Investigator Meeting event 366 156 Hltn, Omni, Hyatt, Shrtn & Wstn LEAD 10/10 SEP 2019 Aviation Capital Group HB 347 180 Omni & Hyatt LEAD 10/15 JAN 2020 Soprema National Sales Meeting HB 449 175 Omni & Hyatt LEAD 10/19 APR 2021 MoFo Partner Meeting CD 1410 450 Omni & Hyatt LEAD 10/26 DEC 2018 Winter Retreat for Anatolia Culture Centers event 540 250 HGI LEAD 10/26 APR 2019 6 Sense Sales 39 26 Hltn & Omni LEAD 10/29 JAN 2019 DMA West Board Retreat Sales 24 18 Hltn, 4 Sns, Omni, Hyatt, Shrtn & Wstn LEAD 10/30 JAN 2019 Syneos -Nalpropion National Sales Meeting -January 2019 Sales 245 80 Hltn, Omni, Hyatt, 5hrtn & Wstn LEAD 10/30 MAY 2019 California Employment Lawyers Assn Sales 44 25 Omni LEAD 10/30 MAY 2019 Maple Leaf -MLF039 COE & AVA event 386 180 Omni & Hyatt LEAD 10/30 SEP 2019 WFRA 2019 RISE West HB 689 350 Omni, Hyatt & Shrtn LEAD 10/31 MAY 2019 CUE BOLD event 30 15 Residence Inn LEAD 11/1 DEC 2018 Constellation Brands -Manager's Trip event 24 18 4 Sns, Omni, Hyatt, CXL 11/2 MAR 2020 Automotive Training Inst SuperConference OMNI/Cvent 1511 625 Omni LEAD 11/13 JUL 2019 Siddhanath Meditation Retreat 2019 event 127 100 Omni LEAD 11/10 SEP 2019 Charles River Laboratories Biotech Symposium WSTN 488 180 Hltn, Omni & Wstn LEAD 11/10 JUN 2019 Charles River Short Course WSTN 343 150 Hltn & Wstn LEAD 11/19 OCT 2020 TNC 2020 Volunteer Leadership Summit event 1010 550 Omni & Hyatt LEAD
11/20 NOV 2020 CAIR 2020 Annual Conference event 625 400 Omni, Hyatt, Shrtn & Wstn LEAD 11/20 MAY 2021 SMST 2021 event 914 300 Omni & Wstn LEAD 11/24 JAN 2020 Vizient, Inc 2020 VHEF event 670 220 Omni, Hyatt & Wstn LEAD 11/25 JAN 2019 Adventist Health Exec Cabinet Retreat event 24 15 Hltn, GPP, Shrtn, Wstn & West LEAD 11/26 APR 2019 CPOA Leadership Dvlpmt Course Pl event 100 30 , Hmptn, HGI, HI, HI Express, Hmwd, Shrtn & \ LEAD 11/26 MAY 2019 CPOA Leadership Dvlpmt Course P2 event 100 30 , Hmptn, HGI, HI, HI Express, Hmwd, Shrtn & \ LEAD 11/26 NOV 2019 Jack and Jill Associate Getaway event 185 135 Hltn, Omni , Hyatt & Wstn LEAD 12/4 FEB 2020 2020 NUCA Annual Meeting event 710 250 Omni & Hyatt LOST 12/5 SEP 2021 Automotive National Dealer Meeting event 600 1670 Too large LOST 12/7 SEP 2019 Fiserv Digital Banking Executive Counal event 119 50 Hyatt LOST 12/7 SEP 2019 Amazon SoCal Selling Partner Summit event 400 300 Sheraton & Westin TENT 12/10 FEB 2021 2021 National Sales Meeting from Sonburst event 1809 400 Omni TENT 12/13 APR 2020 Keller Williams Realty/2020 Lux Home Agents ConfDir 1932 900 Omni LOST 12/14 OCT 2019 Leadership Team Offsite -Kaiser Permanente Sales 35 40 Hltn, Hyatt, Omni, Shrtn & Wstn TENT 12/20 JUN 2019 Rey Wedding Sales 10 70 Hltn & HGI TENT 41,452 20,221 LEADS Definte Room Nights LEAD DATE MTG DATES COMPANY NAME HOTEL RMN GROUP INCENTIVE? (Y/N-AMT) 3/27/18 3/9-14/2019 CA Seed Assn Omni 340 150 Y-$4,000 5/24/18 1/25-31/2019 Adventist Health Westin 343 250 Y-$4,000 2/22/18 1/12-19/2019 Syneos Health -Global Leaders Summit Omni 1,000 375 Y-$6,000 5/10/18 2/10-14/19 ACell, Inc. Wstn/Shrtn 619 250 Y-$4000 5/22/18 12/5-6/2018 LA Territory Fall Planning -State Farm Omni 250 220 Y-$3,000 3/10/17 2/14-21/19 Great Clips Omni 306 200 Y-$4,000 11/13/18 FEB 9-15, 2019 Salesforce.org Sales Kickoff Omni 1950 600 Y-$6,000 1/16-19/19 DMA West Hyatt 16 17 No incentive 8/23-31/19 lpX Hyatt 731 200 Y-$4000 8/20-28/21 lpX Hyatt 731 200 Y-$4000 6,286 2,462
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EXHIBIT 3
GOALS & RESULTS ~fRGLii~~~ GOALS • Increase awareness for Carlsbad, CA, ultimately driving consideration and booking, and supporting business goals • Establish Carlsbad as a must-see destination in California by promoting key differentiators including Carlsbad's heritage as a hub for action sports, growth as a hot spot for creativity from Silicon Village, unique culinary and wellness experiences, and offerings to travelers and corporate groups • Generate robust media coverage nationally and in key feeder markets [Los Angeles, San Francisco, Phoenix) to share Visit Carlsbad's key messages with target audiences • Continue to drive engagement from residents of Los Angeles, Orange, and San Diego county through local events and experiences, supporting local partners and the local culture overall WAGSTAFF WORLDWIDE I CLIENT ACTIVITY REPORT RESULTS • Secured 19 placements in national and local media, garnering 35,436,818 media impressions and on estimated ad value of 327,359.40 • Secured destination features resulting from media trips, interview opportunities, and proactive outreach in publications including Money Inc, The Travel, Golf Travel Weekly, and Travel Pulse • Secured coverage highlighting Carlsbad's beach offerings in Red Tricycle 0 Secured coverage highlighting The Flower Fields at Carlsbad Ranch in Trip Savvy and MSN • Secured coverage highlighting local events, openings, and activities in publications including The Points Guy, Son Diego Magazine, Loc;al, and more
MEDIA IMPRESSIONS, EAV, AND PLACEMENTS ~fRGL~~~~ ~ YEAR TO DATE MEDIA IMPRESSIONS 419,809,908 ~ YEAR TO DATE EAV $3,987,010 • •• MEDIA IMPRESSIONS THIS MONTH 35,436,818 JU ~ EAV THIS MONTH $327,359.40 Ill YEAR TO DATE PLACEMENTS 98 □ PLACEMENTS THIS MONTH 19 L..:,.. WAGSTAFF WORLDWIDE I CLIENT ACTIVITY REPORT 16
MARKETING INITIATIVES ~tRGL~~~~ FAMS MEETINGS PfrCHING PARTNERS . Coordinated logistics for individual . Held call with Joni from The Flower . Pitched Carlsbad's holiday F&B a Continued conversation with Marriot FAM trips throughout the month of Fields to discuss Petol to Plate . Continued to target Canadian and golf to leverage partnership with December programming; Joni is interested in writers California Pacific Airlines . Continued to vet and secure individual having a media preview picnic on . Developing targeted golf pitches . Worked with partners to help FAM trips for California Pacific March 28, 2019 coordinate individual FAMS Airlines partnership, Petal to Plate, a Organized call with Macaroni Kids . Pitched California Pacific Airlines Canadian media targets, and golf team for 201 9 meet up event for a Developing FY 1 8-1 9 Q2 report targets early January AWARDS . Submitted Colors of Carlsbad for Citizen TV travel awards WAGSTAFF WORLDWIDE I CLIENT ACTIVITY REPORT 13
PUBLIC RELATIONS CALENDAR ::YtRGL~i~~~ ■ -Music in the Pork • -. .
MONTHLY PROPERTY INCLUSION WAGSTAFF WORlDWIDE ! CLIENT ACTIVITY REPORT l.d
MONTHLY THEME INCLUSION ~tRGL~;~~~ WAGSTAFF WORLDWIDE J CLIENT ACTIVITY REPORT j Events & Festivals , 12 I I Shopping , 2 r =--. ~ I Beach, 4 I~ I Spa & Wellness, 21 Golf, l 15
-FY 2018-2019 VIC Stats -Q1 & Q2 VIC Stats -Q3 & Q4 to Date US Visitors 3,067 US Visitors Foreign 503 Foreign Total Visitors 3,570 Total Visitors Email Received 1,020 Email Received Phone In 441 Phone In Lodging Referrals 78 Lodging Referrals LEGOLAND Referrals 80 LEGOLAND Referrals # of Volunteers 319 # of Volunteers Volunteer Hours 770 Volunteer Hours Top 5 States Represented Top 5 States Represneted Arizona, Colorado, Nevada, Washington, Illinois Top 5 Foreign Countries Top 5 Foreign Countries Canada, Germany, UK, Australia, NL/SU (tie) FY2018 Total VIC Stat -US Visitors -Foreign -Total Visitors -Email Received -Phone In -Lodging Referrals -LEGOLAND Referrals -# of Volunteers -Volunteer Hours Top States Represented Top 5 Foreign Countries v&,-r..l b d cars a 3,067 503 3,570 1,020 441 78 80 319 770 tc:I ::x: ::r: H 1Jj H 1-3 ,i:,.
FY 2019 Carlsbad Visitor Center Stats
Foreign Total
US Visitors Visitors Visitors
2018 I ....-....... :-_ ·---July ____ 604 50 654
Aug 590 84 674
--····-·· -····--·
Sept 498 100 598
Ql Total 1,692 234 1,926 -·------.
---------·
Oct 570 72 642
Nov 370 91 461 -------
Dec 435 106 541 ·•--=-•~~··· -
Q2 Total 1,375 269 1,644 ---
Ql,2 Total 3,067 503 3,570
--.......·~ ... ~►-,...,.._.,_~ ....
2019 ---·--.. ·-
Jan ---------
Feb ---------..
Mar
Q3 Total -. -
-. -
April ·----·--May . . .•.
June ----.. -~ ··--~-.. ---
Q4 Total
Q3,4 Total
Grand Total 3,067 503 3,570
Jul-17 691 77 768
Aug-17 739 124 863
Sep-17 572 96 668
Ql FY18 2,002 297 2299
Oct-17 580 190 770
Nov-17 410 94 504
Dec-17 369 64 433
Q2 FY18 1,359 348 1,707
FY 18 Totals 3,361 645 4,006
Lodging
Emails Phone In Referrals
I
276 81 20
186 82 14
179 73 11
641 236 45
156 69 13
115 74 11
108 62 9
379 205 33
1,020 441 78
1,020 441 78
303 87 16
227 88 13
318 63 8
848 238 37
1050 86 15
93 12
78 10
1,050 257 37
1,898 495 74
LL
Referrals
19
34
9
62
5
5
8
18
80
80
22
43
6
71
10
22
12
44
115
v!s/r..l b d cars a
No. of Vol
Vol Hours
55 141
58 149
51 136
164 426
59 142
59 113
37 89
155 344
319 770
319 770
59 153
63 176
59 138
181 466
63 157
63 161
54 143
180 461
361 927
1/4/2019