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HomeMy WebLinkAbout2019-07-17; Carlsbad Tourism Business Improvement District; ; 2018-19 CTBID Grant Recipient's Final ReportsAB# 07-19-181 MTG. 7-17-19 CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL 2018-19 CTBID STAFF CTBID Grant Recipient's GENERAL Final Reports COUNSEL RECOMMENDED ACTION: Receive final reports from 2018-19 CTBID grant recipients. ITEM EXPLANATION: CJ4 At its 3-18-08 meeting, The CTBID board established 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 its 2018-19 budget to fund these grants. The following amounts were awarded: $25,000 to In Motion Events, the producers of the Carlsbad Marathon, $25,000 to the Carlsbad 5000, $15000 to the Carlsbad Brewfest, $60,000 to the LPGA Kia Classic and $20,000 to Bike MS event .. A requirement of Date of Eve nt # Attendees # Room Nights Grant Amount the grant is that the recipient must submit a final report detailing how the money Bike M S Carlsbad Marathon Carls bad 5 000 was spent and the results of the event. Here is a summary of the results of the 2018-19 CTBID Grants. LPGA Kia Classic Carlsbad Bre wfest October 20-21, 2018 January 20, 2019 Apri I 6-7, 2019 March 25-31, 2019 September 8,2018 2,500 503 9,558 participants 187 5,586 participants 1289 30% of on-Ii ne 45,084 ticket purchases 1,525 10 Attached at Exhibits 1-5 are the final reports from each of the grant recipients. FISCAL IMPACT: $20,000 $25,000 $25,000 $60,000 $15,000 The CTBID 2018-19 Budget contained an appropriation of $200,000 for CTBID grants. No further appropriation is required . 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. Final Report from the Bike MS 2. Final report from In Motion Events (Carlsbad Marathon) 3. Final Report from Competitor Group (Carlsbad 5000) 4. Final Report from the LPGA Kia Classic 5. Final Report from the Carlsbad Brewfest DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov • ~ •• • •• • . • ~ • • • • • • ~ • . • • bil<e to create a world free of-MS EVENT SUMMARY Over 2,500 cyclists raised $2.7 million at the 1-day 25-mile, and 2-day 100, 125, or 150 mile Bike MS Bay to Bay ride on Saturday and Sunday, October 20 & 21, 2018 from Irvine to Crown Point Park in San Diego. This was the most raised for this event in 36 years!! Other riders along all four routes included employees of corporate teams, including Monster Energy Company, KTLA, FOX 5, KPMG, Wescom, LPL Financial, Fed Ex, Deloitte, Wells Fargo, and many others. In addition to cyclists, Bike MS benefited from the support of nearly 1,200 volunteers and almost 24,000 donors. Cyclists included living with MS, as well as friends and family of people who have MS. ~------------------------------------ PARTICIPANT DEMOGRAPHICS ■Men ■Women 52% are 30-50 years old 69% ride at least 10 miles/week 60% earn more than $75,000/year 88% of our riders stated that Bike MS is excellent compared to other rides they participate in. 67% of our riders state that they are more likely to buy a Bike MS sponsor's product and/or use their services after seeing them at the event CARLSBAD HOTEL ROOM NIGHT BREAKDOWN • Westin Carlsbad Spa & Resort: 197 rooms nights @ $229/night & 6 suite room nights@ $329/night • Sheraton Carlsbad Spa & Resort: 121 rooms nights @ $229/night & 48 suite room nights @ $329/night • Pacific Palisades: 30 room nights@ $179/night • MarBrisa: 2 room nights @ $409/night • Hampton Inn Carlsbad: 40 room nights @139/night • Courtyard by Marriott Carlsbad: 30 room nights@ $132/night • La Quinta Carlsbad: 29 room nights@ $119/night • Other Hotels Our Participants Were Encouraged To Book: • Carlsbad by the Sea, Hyatt House Carlsbad, Residence Inn Carlsbad, West Inn & Suites, Homewood Suites Carlsbad, Hilton Garden Inn TOTAL ESTIMATED REVENUE FOR CARLSBAD BASED HOTELS: $109,747 FOR APPROX. 503 ROOM NIGHTS IN ONE WEEKEND Outside of hotel room night costs, Bike MS brings in $168,023 in revenue for the Sheraton & Westin Carlsbad Resorts in ballroom rentals, food and beverage. Additional Carlsbad Revenue provided by Bike MS Team Corporate Receptions & Parties include Pizza Port, Leucadia Pizza, Pacific Palisades and the Hilton Garden Inn for over 300 participants. """~ -_,_;...-. bike to create a world free of MS IHEART MEDIA CAMPAIGN iHeartRadio & KGB Endorsement Radio: July 2nd -September 9th , 2018 • 393 audio, live and recorded endorsements, sponsorship mentions, PSAs, KGB iHR streaming, Take Overs , and onsite station events Total Traffic & Weather Network: July 2nd, 2018 -August 19th, 2018 • 140x (:15) & (:10) Audio on 5 LA Stations • The Bike MS message powered by Monster Energy reached 772,800 impressions, targeted to Men 45+ Targeted Digital Audio: July 16th -September 9th • (:30) or (:60) Audio in streams of targeted stations; desktop and mobile • The Bike MS message powered by Monster Energy reached 220,000 impressions in the Los Angeles and Riverside Market. Targeted to the Orange County male audience 25+, cycling, HHI $100k+, Charitable SOCAL BICYCLIST MAGAZINE VENTURA TO BORDER W • couldn't cbiAk oi a bcner -y.., do ""' fun Carld.ad "Routt• ihen with th, help fiom oar friffidsar Bike MS. We're foc111iog 111 on rhc Day 2 ,idc of Bay to Ba 2017, a SO mile monly sua,ght lhor the ,oph,.,, SMtaron Culsbad ~on ll< S d erul, •• Ciowo 1'ciiii • 1 ,..,., Bay. Dn1glled 10 provid• • Kffli.c and_ challenging ride for l,och rh.e npttlfflced cyclist ancl the e:oagctK JIOVice, rhe official nem will rake p1acr Oaober 211t and 22nd, 2017, and o&"cr rlden a 25 mile one dav apcioa, or 100 125 cw lSOmlk rwodayopma,;,-can alto opt-to todo rheVlmlalSpin-•rhe~c...w..dllNortll< Spa • .t\lch ... u be rhc indoon ~ to d,e evdoor ride. Thia,...,, orpaban are caldiadng 35 ~ with • 1no-.c1,ea» diM-a llialliw pany ... dae beach •ofche,Wr.-.,.ocrongly_,.gcdl cla•-fw~aaclRlide-,aadd,o mniaiia 6niola polllCI -~ "'~,an the besi Yiewt diat thetc l,ead,.aide cines haw co o&or. SP£CIJ1CS 'Following • heany breakfast at rhe Sbe.amn Cambad Rc,on & Spa, rider, will explore rhc ..Ula~ of Carl.bad before rrram,og to rhc Cuen Highway and head,ng south (aa "hp,e11 ll<>uk" char caa of£ Catlsbad i1 al10 an option by jwt heading straight 0011th on tht Coasr Highway). Counr rhc ,,uf •bop. and YoV studlOI as you pedal rhiough rhc iconic beach-side c0tnmunirif1 of Leucadia, Enciruru, Solano Bach and Del Mar. Then ir'J up Taney Pinet hlD au ,-n the Su rn.go campus of rhc Uniwniry of Callforale briote .bopping d,,wn u,to ta jalla. d,e Jewel &, the Su. Ccmruuaing -,b along ~ -.,... 111m lnlaad ar Bird a.cir. COll!iDDlng rtuo.gh P,aci&c_ llndi W0tt ,.,. anlw • rhc linuh line aod party at Cniwn Pois. a SOCAL BICYCLIST DISTRIBUTION -VENTURA TO BORDER BIKE. t,/lS: BAY TO BAY ocT 2°-21 , 2018 ,a.el c RIDE uNFORG£1T~ Of'T10KS ~ "50 MILE ROUTE 25, 4()0 125 A fu\\ysupPOrted c;oasta\ route !Tom Q1a11ge county to san 01ego, Join 2,SOO other cyclists as we !\(le 111 one of the most scenlt &c breathtakl11& cycling tours 111 the h c.OUl1trf, with fln\S \\r,e festNals that \r,c\ude \111e muslt, l)eer p;irdens, expo nd -and mOC'e! 11e o,., mANIJMS~ KT\-A~QJJ ca•~' zorro \.,.a .... ••••••• •••• ~ sP()NSOIIS: -- bib BAY TO BAY PRESENTEO LOCALLY BY - • OCT 20-21, 2018 IT'S MORE ·••is••· a ride -Hoftotwy Ct.Ir, s-•...i• ICTI.AMOffllfttN•-Ente,__,,. ....... .... fllcSpl- lCTI.A-.. .. , Ne-••po,w Circulation: 4,000 Run Date: July/August/September 2018 . ;:~ .J.. .. 0,:\0•.,~ EVENT PRESS RELEASE FOA IMMEDIATE ltCLCMl Contact: Crr..tine to .. 10, PA Mamtgef, !l»tion:,I M.!. Soo,,ty Crlstine-.lov.atof!nmnorg 626-124,0325 Thousands of CydiJts Will Ride From Irvine to San Dieco to RaiH Money to S...pport P-ple Affected by Multiple Sclerosis National MS SOettry'1 IJib MS is th~ LD(91!rt Fundraislng llilr:~ Sttin in th~ World $AN OICGO -2,:500 cycfis:t:s are ~ttlr.i out to,~ more than SJ miltion toward a world hrc of MS bv rttftn1 up to lSO-mhs over two davs~ Bikr MS: Bav to 8Jiy, prttu,nt.ecl locally by Monwrr [11ergv Companv. wiftst.att from trvine, Galit., on ~lurd.ay, Otl. 2Q .and concJ.-de ;,t Crown Point o:n Miuian Bay in 5;,n Diego, Ult!, oa Sunday, Ot:t. 21. Afden will take ~rt in 1.n unfmgr:U1tblt journe-v ak>ng Cafifca.ia .s be1utif11I Pacll,c 1outh co.t1.t, ftam Ora:ngr Countv to S•n O~Jo. '"l ikr MS: B,ay ta Bay a an rqerieflcz grounded in u.m,iuad~rie t.11-at brlnJ1 logrt.hffcyd!..b ol ■J lrttb for on~ re ason -10 crc~tt * w<>r1d 1,.., al MS,' sald Ri<h lsn•I, Prbidcot, Nlllianaf MS Soddy, PxificSouth Co;a,t "fund• n,r..r,d from t!li> event support a1nin.g-t-:d&II! tvlS rr.iearch n wea a1 p,Ogranti .and i.ervt«'~ fm pe-opll! livin& with MS in this community ... like MS: 8-av to S;ay~ pr6entcd lac.el., by Morutr-r Cnerp Campany. is one of nrarfy IO ridn acron the co•ntr•/ ha.strd by the ~atianal Multiplr Sclerosis. Society. Tfm yr-ar, mere than 80~000 peopJ,e arr e,q,ected ta p.,rtir.ip:tte 1r1 Bike MS n..'11.ionwide. Pdm~I and The Pick.Jt ha fee Camp1.ny iUr Prrmler N.:,tion:,I Sponsors of Oilu:i MS. Prlmitl is al'41hr ctfidaf N..'ltia.11:al Cyclln,g App,1rel Spon'-Or and ,pon!ioOrs. •1 Ride with MS,"" ,1 i-ptci:11 arograrn tt<.:tgniring like MS eye-list~ lvil'lg 'A1ill'I the: dDease. The rider.. ptoente-d laulfy ~ Monster Energy C.ompiut-v. Other loul ~pon'SOn mdude ICTLA. La Ulsa Od Zt>tro. Th<" ltabft Burge.r Grll, AU AekKatian ~Stiklrant and lr~haus~. BMW of Murrtet», P-0£, Performant.~ 8.icvde, ~Ex. San Oiq.o l u-urien Journ11. Vil.it ~.-orth end WeDs F.11gc. WltOI: Saiunhy, Octob<:r 20; lrvlnr rkl<-dr~rt> 1,t 7 •.m. (50, 75, l OC>-mile routn), C.rbbl<I ricfr d .. ;wt:, •• 9 • m. fli-noile routr); both ride> fmi>h •• C111>blld S•nday, Octaber 21; II.Ide dtPll<ts Carbbad at 7 a.m. (SO-rnlr ro WKOl: lmne Truuport1tian CentttCIS21S l arranca PfrW>1, Irvine, CA), C-b&ad, CAt and Ctawn Point 011 Mk.,ian la,y firnWl-at Crowtt Pu1nt on Mati ion lay too CarW.c>d Re<ort & Spa 15'80 Grand Pacif,c Or WHY IIKE MS: ·lib· MS btings pr.ople tag~ttwr at. individuak •.nd DJ. te•m:s to C'.Onqu~ • ch:inengt' a.nd \h4rc an anfa.r,etl.able: e:Jlperiener ¥ii·Kh fr.e1di, family and coworbrs-whilr r.oisi,-.g muney to ma.kc :a dlffue11tt in the li'-'ei cf pt!Ople afff!Cted by MS. ,AIITICIPATIOH/ VOlUHTUlt UGISTRATION, bikctafinishMS.org. B55·l7l·l3ll 0 1 rundraisinp upportf! nrnu.org. To sN wh.1.t 8ik.e MS: I.if';' to Bay ii. Ile, t.hl!'cl olit lhJS video: https://,vww.yourube.com/,nt<h?v=HllVWi,::sEJo&feat:u1'9=youru.be Mubiple s.c:let~Mi ft an unpredK't11btr, oltd disabf1ng m ease of the er-st ,al ~rvou, 1~~m lh"l.t db.rupo. th• llow or lnforrn.:ttioft wit.hi■ th~ brajn. nad between the b,-ai• and body. Sympt<mtS. nn;r hon, numbnn.s and tinc.f,n; to b&ndnas and panlysn.. The p.tore,.~ 1.-n'Nil-., .1nd s.pe:cl'tt .s:ymc,tor.l of MS i-ft _,, ane person 011not frl be predictr1L Most ~pie w11k MS are dlol&noud b.et\\•e.en the age~ ol 10 ■nd SO, wit.h .x tea,t 1w:o to thrtt times more womrn th.ain ~bengdiag•~ with the cfHt;a,.e.MS affie<U tnOf'e th4• 2.l m1lion wodctwtde. The Soci~y mobiliz6 pe!aplt and rei.ou1tr1 s.o that ,:o;c,ya.ne affect~ by .-,utt~le u Wt'Osi> cu live thc!W tte,t We-t •'-we ,top MS in tb. tr-acks.,. r~tore what 113> been \oJ;t and ind MS forever. for morr lnform.1tian about multtpte sderosi-, and the ,.-ational MS Sodet¥ £D to nl!lltiona-tMSsoclt:ty.01s or cal 800-,34-4~867 'Dcn't jtol ,.,,,, '8ikr llS EVENT BROCHURE ......... ----------~,...., .-BIKE MS: BAY TO BAY ocT 20-21. 201 a AN uNfORGETTAILE RIDE :: •OO, 125 1§0 MILE ROUT£ of'1lONS A ful\ysuppc,rted coastal route trom ()fange county to san Oleg<>, Join 2,SOO other cydls\S as we nde \none of the most scenic & b(eathtaldng cycling tours In~ countrf, with f\n\Sh line festNals that 1nc\ude \Ne music, beer g;ir<1ens, expo vendors, and morel m»1utA 5pONSOllS: KT\-A~CWJ ~ ua c-sa tJel :zorro ............... N&-~ ___ ..1 ~ bike BAYTOBAY PRESENTED LOCALLY BY OCT 20-21, 2018 - EVENT POSTER BIKETOFINISHMS ORCi 855 372-1331 VcrntjlUI, l'idt>, llllil -8111 Tl<ANK YOU TO OUII ~ftEMIEII NATIONAL Sl'ONSOII p RIM AL AND NATIONAL Sf'O• .,,. fl' -- KTLA~E:JJI '"' La Casa Dal Zorro ····~·· ...... . ----- R\OEGU\OES THANKYOU T~ OUR GENEROUS SPONSORS! ANI< YOU TO OUR PREMIER NATIONAL SPO NSORS PRIMAL ii" THANK YOU TO OUR NATIONAL SPONSORS P ~PS~CKETS ~ -- TITANIUM SPONSORS PLATINUM SPONSOR KTI.A~a.u ~ u c~:'.:t .. ~~•~m, JJCE. --·- DSPONSORS tc="'-l)isntglan!J. ~ I1~G RXBAR. ~ SILVER SPONSORS A-1>-X BRONZE SPONSORS First Data !! ~~'S § SQS SUPPORTING SPONSORS Deloitte. 1 •)m•! ROPfS &GRAY ~~ ~.,t,.f Hlbll -- O~-- EVENT WEBSITE SPONSOR LISTING www.biketofinishMS.org Thank you to our local sponsors -r.s-.,..~ .. to°"'r::1-:,pot'~L~,;:~lo, if'O',I IIJ'e. ,-1,t_ru:,::~ • ~1_,,..,.?;dle:~U. U .. h.S~ S.J:OS.t,i= Uk;.=.•U-tt:1,..l lOl'::cta J; • I ~ La Ca:s-.. 0 •1 2on-o Hilit -- V = POt .--•-,,.· = W wALSWOIITH -WflM..hr Diamond Sponsors @ PERFORMANCE' a,crct.E ,, ----- SAN DIEGO BUSINESS JOURNAL BMWot • aw~ -~-..... ■ Fed W wALSWORTH WFBM,«• EVENT T-SHIRT - bike -~-¢ BAY TO BAY BIKEMS.ORG THANK YOU TO OUR PREMIER NATIONAL SPONSORS PRIMJ\L •. ~ THANK YOU TO OUR NATIONAL SPONSORS ~ P~PS~CKETS shot.wrs pcs PRESENTED LOCALLY BY m~ THANK YOU TO OUR LOCAL SPONSORS TITANIUM PLATINUM La Casa D e l Zorro • DIAMOND ~-V Fdx. 6)J.-'!:.-~-an.e.~ _._..._ ............... .....,, .. ,,,., .. c. GOlO ~-Ckl:S''l'!l'JP.!!! ~ I~'lG ~ RXBAR. WESCOMCJ SILVER BRONZE Coverall O.f,very • Fint O.t1 • iHewt Medi.a • KIND kr •Melina's• Sierra Group• Ultr1Star SUPPORTING c.411 Sp,ecWly ~ • Common G~ • ~ • Diebold • G,..,, L..af • lrvinre Auto Cent«• 0 ~ Rtihab Uni1H • rtopts & G,ay • Sectrlft s.a.rity • Waw.MMU START LINE/ FINISH LINE ARCH ~x PHOTOS FROM THE EVENT _/ •ii:, ~\IJj WHAT IS MS? Multiple sclerosis interrupts the flow of information between the brain and the body and it stops people from moving. Every hour in the United States, someone is newly diagnosed with MS, an unpredictable, often disabling disease of the central nervous system. Symptoms range from numbness and tingling to blindness and paralysis. The progress, severity and specific symptoms of MS in any one person cannot yet be predicted, but advances in research and treatment are moving us closer to a world free of MS. Most people with MS are diagnosed between the ages of 20 and 50, with more than twice as many women as men being diagnosed with the disease. A new study funded by the National MS Society has confirmed that nearly one million people are living with MS in the United States, more than twice the original estimate from a previous study. ABOUT THE NATIONAL MS SOCIETY MS stops people .from moving. The National MS Society exists to make sure it doesn't. We help each person address the challenges of living with MS . Last year alone, through our home office and 50 state network of chapters, we devoted over $122.2 million to programs that enhanced more than one million lives. National Multiple Sclerosis Society Pacific South Coast Chapter To move us closer to a world free of MS, the Society also invested over $50.2 million to support 380 research projects around the world. Locally, the Pacific South Coast provides programs and services designed to help the 51,500 people and families affected by MS in San Diego, Orange and Imperial counties, and the Hawaiian Islands move their lives forward. With twice as many people living with MS, solutions for MS are now twice as important. Our vision is a world free of MS. EXHIBIT 2 2019 RECAP PACKAGE The Event Date: Weekend of January 18 -20. 2019 Location: Carlsbad, California Weekend Schedule: Friday, January 18. 2019 -Health & Lifestyle Expo Saturday, January 19, 2019 -Kids Marathon Mile at LEGOLAND® -Health & Lifestyle Expo Sunday, January 20, 2019 -Tri-City Medical Center Carlsbad Marathon Half Marathon Surf Sun Run 5K -Finish Line Festival Included Events: Marathon (26.2 miles) Half Marathon (13. l miles) Surf Sun Run 5K (3.1 miles) Inaugural Double Down C hallenge (5K + Half Marathon) Kids Marathon Mlle at LEGOLAND® Health & Lifestyle Expo VIP Finish Line Brunch Finish Line Festival 2019 Official Charities: The Tri-City Medical Center Carlsbad Marathon & Half Marathon works with selected nonprofit organizations who use the event to help raise funds and much needed exposure for their organizations. This year's charities included the following organizations: American Association of Zoo Keepers San Diego Chapter DLH Foundation Fresh Start Surgical Gifts Huntington's Disease Society of America -San Diego international Bipolar Foundation Jacobs & Cushman San Diego Food Bonk Labrador Rescuers Merlin's Magic Wand Foundation San Diego Fire Rescue Foundation Carlsbad is Special The Tri-City Medical Center Carlsbad Marathon & Half Marathon is owned and produced by In Motion. Inc . Family owned and operated and in business since 1981 , In Motion. Inc .. has decodes of experience in producing first-class events. We offer outstanding hands on sponsorship support. We take pride in our ability to fulfill sponsorship agreements above and beyond the sponsor's expectations. We're passionate about what we do and It shows. Businesses who join our team of sponsors become "part of the family." Our Participants 20 19 Parti c i pant Stat i stics Average annual income: $95,000 Age breakdown: 24 & under ................................. 7.51% 25 -40 ......................................... 43.05% 41 -50 ......................................... 25.78% 51 -60 ......................................... 14.86% 61 & over .................................... 8.8% Number of people in each area/event: Full marathon ............................. 1,030 Half marathon ........................... 5,601 Surf Sun Run 5K .......................... 1. 177 Kids Marathon Mile ................... 1.750 Volunteers .................................. 1.500 Expo attendees ......................... 20.000 Spectators .................................. 25.000 + Gender breakdown by event: Full marathon: 39.68% female 60.32% male Half marathon: 57.62% female 42.38% male 5K: 66.59% female 33.41%male How they register: 95.9% of participants registered online Where they come from: 87% of participants are from California 64% of participants are from San Diego County Marital status: Married ...................................... 67% Single .......................................... 20% Divorced ..................................... 8% Other ........................................... 5% Education: College degree ......................... 36% Graduate degree ..................... 29% Doctorate degree .................... 8% High school diploma ................. 16% States with Highest Representation: (47 total states represented) California -6,582 Arizona -174 Washington -61 Colorado -77 Texas -49 Nevada -67 lllinois-51 Oregon -58 New York-44 Countries Represented: Austria Brazil Canada Columbia Costa Rica El Salvador France Ireland Japan Kenya Mexico United Kingdom Our Sponsors & Partners: t, Tri-City Medical Center '-\ I Ill -'LEGOLAN D. / CALIFORNIA RE.SORT The Shoppes ~' ~ Ca~· -I I • • (Healthylime2)® vfslr.. ~carlsbad I SCIENCE IN SPORT HOU■• -~• DF AIR ©~BAD CBM -JANUARY 20, 2019 THU 1/17 FRI 1/18 SAT 1/19 SUN 1/20 MON 1/21 Total Total Rate Hotels BL Sold BL Sold BL Sold BL Sold BL Sold BL Sold Cape Rey 5 1 40 4 80 7 60 4 0 1 185 17 $189 Courtvard Carlsbad 5 0 15 3 15 30 5 5 0 0 40 38 $129 Hampton Inn Carlsbad 0 0 0 1 20 15 10 3 0 0 0 19 $109 Hyatt Hvatt House 0 0 0 5 10 11 10 9 0 0 20 25 $129 Residence Inn Carlsbad 0 0 15 0 15 3 15 1 0 0 45 4 $139 Sheraton Carlsbad 0 1 6 2 30 3 30 1 6 0 72 7 $189 TownePlace Suites Vista 10 1 10 1 10 22 10 6 10 0 50 30 $89 West Inn & Suites 0 0 7 5 19 31 7 10 0 1 33 47 $145 TOTALS 20 3 93 21 199 122 147 39 16 2 445 187 w u z <( a::: ::) 0 z w ~ >-a::: ca O 0~ wo a::: z <( ::) B:i 0 a::: a::: a.. C) EXHIBIT 3 CARLSBAD 5000 34TH ANN U A L I APRIL 6-7, 2019 WORLD'S FASTEST SK 2019 CARLSBAD 5000 RACE RECAP I PAGE 1 RACE SUMMARY San Di ego-based Grou ndwork Endura n ce acquired the ico nic Carlsbad 5000, bri nging the event back to local roots for the f i rst t i m e in over a d ecade. Under t he leader ship of l ocal runners, incl udi n g U.S. O lympian, M eb Kef l ezighi, the event welcome d over 5,500 tota l partici pant s across two full d ay s of r unni ng. Adding even more celebration to the Porty by the Seo, Edward Cheserek tied the offi cial IAAF World Record fo r SK road races with a blaz i ng finish time of 13:29. The 2019 Elite Athlete roster over all had marked improvement over the past severa l yea rs, thanks to the $24,000 prize purse payout (plu s, pote ntial additio nal bonu ses up to $30,000). This event would not have been possible without the selfless help of our incredible volunteers , safety personnel , city officials, partners, and teammates . The SoCal running family is truly special and we are honored to contribute to its legacy and future. They say it takes it a vi l l age a nd t h ose words co uld not have been more true for t his year's event. W e are g r at efu l to each and ever y p erson who supported us in o ur first yea r as th e new owner s of thi s iconic race. From the Junior s, Age- Grouper s, Master s, Party People, a nd El i tes-our hea rts were melted with t heir sm iles and l a ughter, we were in spired by their passi on and pe r seve rance; and the community proved once aga in t hat r ecords are w ri t t en with grit, self -co nfiden ce, and FAST runn i ng! 2019 CAR LS BAD 5000 RACE RECAP I PAGE 2 2019 PARTICIPANT PROFILE This year's event demographics held fairly consistent t o previous years. The main shift noticed in 2019 was our ability to attract a slightly younger demographic, resulting in Under 35 representing the largest segment of the event. Historically, the largest group has been ages 45-60. 58% SAN DIEGO COUNTY 42% OUTSIDE SAN DIEGO COUNTY GEO CARLSBAD 5000 GENDER CARLSBAD 5000 5 586 'PARTICIPANTS 11% 61+ YRS 40% 28% YUNDER 35 RS 45-60 YRS 21% 35-44 YRS AGE CARLSBAD 5000 43 STATES 17 COUNTRIES AGE JUNIOR CARLSBAD 2019 CARLSBAD 5000 POST-RACE INSIGHTS " This was a fantastic race weekend, particularly for the first year under new ownership. One of my favorite events of t he year, greatjob!" " It was our first Carlsbad (5000], but won't be our last...congrats to the new management who did a fantastic job. " " We have been doing this for 11 years. That was THE Best. Super on bringing the registration table with the rest of the vendors. Thank you for making this enjoyable. Great experience by far in the 11 years. We had a blast!!! ,, RACE RECAP I PAGE 3 NET PROMOTER SCORE * 'I low likely ,Ht· you le> rt•( 01111ne11d this r,H f' to ,1 trierid or Lrn1ilv 1ne111ber? I · 1-. I .:.._ . t . I team for restoring this race to its grandeur.,, Q: How do these aspects of the race compare to Q: Please rate your overall satisfaction your experience with other running events? ) with the following event elements. Much Somewhat Wone Wone ll)luofo,Ent,v fee 3 1 c;,,..,, 1.5!1 0.5!1 p,..., Unique ~-0 I Co-t 0.0!1 0.5" Re • " O<pniution Cr ~ 2 5 "" 1.0!1 2.6!1 Cu,tomcr 5<>Mco C t 2 R ,. t.l!I 2.7" HOTEL IMPACT So!MWhat Comparable Better 52 36 26.5!1 19.4!1 34 4-4 17.6" 22.8" 4-4 60 22.7" 30.9" 46 49 24,7" 26.3!1 Among those who traveled in from outside of San Diego, survey responses indicate: 1,289 ESTIMATED HOTEL NIGHTS Much Better 102 52.0!I 114 59.1'1 83 42.8" &4 45.2!1 Event Atmosphere 14.9% 3+ HOTEL NIGHTS 19.1% 2 HOTEL NIGHTS 25.5% 1 HOTEL NIGHT 40.4% 0 HOTEL NIGHTS NUMBER OF HOTEL NIGHTS DURING V ISIT ***** T-Shirt ****'{, Medal ***** Course ***** .2% ·. $301-350 PER NIGHT 20.8% 25% ~251-300 ER NIGHT ~101-150 ER NIGHT ' 7-:. 25% 25% ~201-250 ER NIGHT ~151-200 ER NIGHT APPROXIMATE COST OF EACH ROOM BOOKED (EXCLUDING TAXES AND FEES) 2019 CARLSBAD 5000 RACE RECAP I PAGE 4 RACE MARKETING With an extremely short promotional timeline this year due to the timing of ownership change announcement, all market ing channels deployed efforts beginning the end of December 2018. Communications and promotions ramped significantly in the weeks leading up to the race. Additional PR and earned media expanded our marketing coverage around the globe. 1 018 FAl EBOOK FOLLOWERS 1 314 !Nii-AGRAM FOLLOWERS 256 TWITTER FOLLOWERS LIVE COVERAGE -ELITE RACES REACH 50,000+ .,. .... -.. 201tC.....IOOO-~llt•bw -~~ .... ,_. R.,_ •· =-----......... 0 . ::-...:-. " ·-. --•e.""'t---·--~ -.--..-..... --oov.- :=--. 11111 •u. o---/,;).,_ •· * :-:".:: ........... 0 ==:::••-.- EMAIL MARKETING, OWNED & PARTNERS APIII M Mllf'Mff! ·- _-_-, f\} ~ ~ \ '. l ! ' • , ' . , · I ; , ; 1 11 ' l ·-ltUN THE WOIII.D'S FASTEST .. Thtf\ Party by the $ti' .. ____ ...,. ___ ._._._.. __ r-.--~,, ........ ....,,_ ... ............................ ··-----..... _.., ____ .. _,.. __ ___ ,.,_.,,,_ ... , .. ,., .... -._......, -.---::.-...:=-.-:::--- --·--:;;::::::::-:.~.:;:'"'.;.. _.__:::;~~---=:..= DESTINATION HIGHLIGHTS ALL SOCIAL CHANNELS -~ the morning shakeout ,.....,.~"°°"""'1,fy\,....~ ~ o., ....... """" ........ ,. ............... ... C....iOOOllr ......... ft,......, ... ~ ..... . ....,._ ..... ,.._,_. __ .... ___ __ _""'..,_..~ .. --~-°"""' ..... ._..._. ....... ,_,.,,.,, ..... -............... ~--....... .,.,_.,, ... ......,...,.._._ ............ ,...._.,.,,..,o-.-., ___ __.....,. .. ,, .......................... ... ,....,,,. ....... ..,._,.....,......,.~ ..,.....,..t..c_.__...,u-aw•we•--,_ ............. c...--.·o-.•.-..,..._, ,.. __ ...,._n....,,. ...... _ . .,,_ __ ,.. _,,.....,._. .. ....._._.,. __ .,_M 0-..-.-.... -.................. ...... .....,. _____ ...... ,.,........ .......... ..,.,. ,,,,,,..,. __ ,......,.,. ............... .., ..... . ____ ,...o-..~ ...... ----· ...., ....... __,_,_n-.., __ .. _.. .... ....,.~ _ _..., -~·==--=-• ............ .,_~~ ........... ~ .. J0111!• ~~ .......... ------...... , ....... ~ --- ......., ................ --------~----~ --~~------ DIGITAL MARKETING: ENDEMIC PARTNERS, GOOGLE DISPLAY & REMARKETING ~ :":: 0 " ......... ........_.-.i~w ........ .....,. .... .,,. ........... ~. \ ,. .... ...,_.,_ ... ....,. --oio-.111 ........ , Soldll...._.OWl.~MIOI ..... A1'191holt-.to,~--..... , ........... --■..,.,~ ' lNl ...... ~•111:~.,_ ltOHYOCtwllhMilie~ __ .,.,,.._,,,,,n,,_ ...__...,.. .. ,...., ... --.:~ ...... ~ .. ~---- INDUSTRY LEADERS: PODCAST & PROMOTIONAL SPONSORSHIP CARLSBAD 5000 JOI N U S AS WE CELEBRATE OUR 35TH ANN IVERSARY! MARCH 21-22, 2020 I SIGN UP AT CARL SBADS000.COM CELEBRAT ING 10 YEARS ®LPGJ 2019 TOURNAMENT WEEK RECAP REPORT OVERVIEW The 10th playing of the Kia Classic returned to the beautiful Park Hyatt Aviara Golf Club in Carlsbad, California. With its beautiful San Diego-area weather and world-class golf course, the Kia Classic is always one of the season's most popular stops for the LPGA stars. Following a week of glorious golf, Nasa Hataoka from Japan won the tournament with a final round 67. Venue: Park Hyatt Aviara Golf Club Dates: March 25th -31st, 2019 Field & Format: 144 Competitors 72 holes of stroke play Purse: $1 ,800,000 Past Champions: Nasa Hataoka (2019) Eun-Hee Ji (2018) Mirim Lee (2017) Lydia Ko (2016) Cristie Kerr (2015) Attendance: 2019: 45,084 2018: 43,966 Anna Nordqvist (2014) Beatriz Recari (2013) Yani Tseng (2012) Sandra Gal (2011) Hee Kyung Seo (2010) 2019 Kia Classic Champion Nasa Hataoka ~ LPGA. CELEBRATING 10 YEARS HIGHEST VIEWERSHIP ROUND BY ROUND ROUND 1 Highest Viewership 127,497 10:00-lQ;30PM ROUND 2 Highest Viewership 138,194 8:33 -9:00 PM ROUND 3 Highest Viewership 127,961 7:00-7:30PM FINAL ROUND Highest Viewership 265,506 7:30 -8:00 PM TELEVISION VIEWERSHIP & REACH 1.01 MILLION UNIQUE VIEWERS TUNED IN ACROSS GOLF CHANNEL AIRINGS DOMESTIC PERSONS 2+ VIEWERSHIP Original Airings Network 2019 Round 1 GC 109,079 Round 2 GC 123,359 Round 3 GC 106,805 Final Round GC 202,846 EVENT AVERAGE 136,204 ri LPGA. Live streaming of the 2019 Kia Classic delivered 7,100 unique devices and 274,600 live minutes There was one re-air of the 2019 Kia Classic which delivered 35,124 viewers Source: Nielsen Persons 2+ Viewership, Adobe Analytics Duration Weighted Averages US viewers hip unless otherwise noted. CELEBRATING 10 YEARS AMERICAS 143,100,00 Households 51 Temtones TELEVISION INTERNATIONAL DISTRIBUTION EUROPE 13,400,000 Households 24 temtones AFRICA MIDDLE EAST 4,285,215 Households 70 Temtones ASIA 78,115,135 Households 18 Temtones AUSTRALIA ASIA 3,650,000 Households 2 Temtones ~ LPGA. 242,590,350 Total Global Household Reach 165 Global Total Territories CELEBRATING 10 YEARS I I IN TELECAST EXPOSURE "Carlsbad" $742,595 GLOBAL 100% M EDIA EQUIVALENCY t $230,248 us 100% Media Equivalency t $512,347 International 100% Media Equivalency "Visit Carlsbad" $43,903 GLOBAL 100% MEDIA EQUIVALENCY t $11,798 us 100%Media Equivalency t $32,105 International 100%Media Equivalency IN TELECAST EXPOSURE INCLUDES: features, logos, billboards, verbal mentions and on course signage ~ LPGA CELEBRATING 10 YEARS TELEVISION EXPOSURE ~ LPGA. Aerial Coverage Commercial Spot CELEBRATING 10 YEARS ON-SITE PRESENCE ri LPGA Hole #11 Tee Fence Electronic Leaderboard Ad CELEBRATING 10 YEARS 30% of out of town on line ticket purchasers stated that they stayed in temporary housing (hotels or rentals) during their time at the Kia Classic 35% of the volunteers are from out of town Tournament Room Nights • The LPGA Tour books rooms/rentals at various locations for the following groups when in town: • 144 Players • 144 Caddies • Over 50 staff • Sponsors • Vendors • Media HOTEL ROOMS HotelPlanner.com was utilized to help book at local hotels and was promoted on KiaClassic.com ri LPGA. CELEBRATING 10 YEARS OUTSIDE THE ROPES NfftOllot> -StecU\ouM-!mmo TalOy luodrf9 up In! ,q,1 "'Pino -e,e-,g ~ • • ~ ,.__,, LPGA players, their caddies, and social influencers visited Pizza Port in Carlsbad Village and promoted their night on social media. ~ LPGA CELEBRATING 10 YEARS SOCIAL MEDIA HIGHLIGHTS .,... wwl'Mw ,iAMAllNGWfft •ttti~-Wf$i(I' ~~~n. .... -to tDKwlto"'f"~~to,,..,Ofl ""hcaffle auw ~ti,., "-'Ids. __ ...........,_ """"ShcL;~toN~« .......... c-_ bt.wlg:...,._to,,...u.s~~ ~~m,o»d'l.!Motl ..,~....,~b gar:.,gm.Mta1M'dblw'9w"'lon, ~--d~..,nwr.vou .......,._,.,...fo,_ ~JOI'. ro....-,oow 1.,.,10 Qr•!.._.l.,~h,dthlt,~-, tDP'i¥.wd~~"'a,cf\ •p0$,'~....-n. ...... ,,,.,,, ~d,~.°'~-~(. ........ ,_ • ~~IQJ'llt.A)"1 ' ~u~foi-•g,HI wa,,1~1ow'btwl9btc.k.ina,ch •bMulAiPl'tothwortd Hact«1 MNtr9~onandotttht~ A,d~_,(Of'lfl"tt,Qn~IJ soooomuch~·• 1 2;o, tht'tllfft IIO~lor.aztw _,..,11" ...... ....,. .... Jv,,drtltbf«o-t•Plttlgotto~• tt-.t...icw,,,,,,,,.ru a.,,-.Nbd..' -~-.. ~ .... tetdldf~-1~htw.M hapop--. .... gitt_• Nt""U10,.t.tlf tO(ll"ltClrf..Wll,#ld-.du,,t..,,to, .. .., dob-. foalolvbycu~ "'""'9"-Appfw..-•d'fl"flto000 '"""""'Andtoffl)'IP(llnlOl'l ~~-~--- OOt!.i • ....,.i.,,_,_...,...,m~m- LPGA Kia Classic @LPGAKiaClassic · Mar 31 V Come out today and watch major golf champions compete in beautiful Carlsbad . LPGA .@LPGA "A few putts dropped on the back nine and got me in a good position.· @InbeePark will have a one stroke lead heading in to ... Golf Chann•I • @GolfChannel Mar 27 ftGCU Our @olaughlinGC is in Carlsbad for the @lpgakiaclasslc. She stopped by The Tay1ormade Kingdom 10 do a ·whafs in the bag· with World No. 1 Sung-Hyun parlc. V Note 10 golf geeks._ she has a combo ~t w11h a 790 3 and 4 iron and 760s to pw . ~ LPGA CELEBRATING 10 YEARS (j SOCIAL MEDIA HIGHLIGHTS Michul Whan e @LPGACommish Mar 2S Yes, it is a work day -why do you ask?? Thank you @LPGAKiaClaulc Ann• van Dam • @Annevandam · Mar 31 Happy with my weekend @LPGAKlaClasslc. Enjoyed my time in Carlsbad! Gamt feels good heading into the @ANAinspiration first major of the year. :j lafol~ AO lht ~ Oas~ lPGA. to.af'Nffifni "nm '#tft IM¥ch ~- n) ,... ".,...• Golf a.o in c.tst,,,dl , ............. ,_,..,._ ...... _ l"he....,.~."'ff'Y~ fnordyond•g, ... _ .. -"' .... d'f.,.,.,.i,w,S.,,°'"90-Kids-l7 rd~ertftWTJv.,tn.-SOa .,,..,.ChconF.....,l)oy MMchJO lkdslWf"II to""PO¥t«INfnhoiiw to~•n.b IJMa:dt~"to.-dofrN ~•th~t6tu.htp.,t-,,g wllM'frflt"'•~-•~h:J• ""Yad~lff'IC(>-• >ht1p/,bt .,,,.,....,_,n Mellteld•~ .,.,,, De.r fo,m_~e are you! Just so you \now_you ,re more tMn wtk:ome to shov.t up anytimt 0 . Thank you OLPGA.f~J fOf • g,Ht wttk. Now on10 OtPGAKJaa..sic;,, ono of my f....,,;t• spou--Son [);ego• ... Liked by lpgakiaclasslc and 82 others cellneherblngolf Ready for @lpgaklaclasslc 20191! Excited to play on Beautiful @aviaragolfclub • #lpgaseewhy #carlsbad #callfornla @lacoste @hotelgolfchateaudechallly ~ L PGA CELEBRATING 10 YEARS MEDIA/ COMMUNICATIONS The 2019 Kia Classic helped generate the following media coverage: • Pre-tournament press conferences featured defending champion Eun-Hee Ji and past Kia Classic champions including Lydia Ko, Yani Tseng, Mirim Lee, Anna Nordqvist and Beatriz Recari • Two shots were featured on Sports Center's Top 10 this week -Cristie Kerr's hole-in-one and Brittany Lang's hole out for par on 18 from behind the bushes in Round 3 • Throughout tournament week, numerous sports media outlets shared updates and news, including Associated Press, ESPN, Fox Sports, Global Golf Post, Golf Channel, Golf Digest, Golfweek, Golf com, San Diego Tribune, Los Angeles Times and JTBC ri LPGA 50+ Credentialed M edia CELEBRATING 10 YEARS Associated Press Associated Press Mar. 31 Associated Press Mar. 29 BBC Sport Mar. 30 Golfweek Mar. 31 Golf Digest Apr.1 LA Times Mar. 31 The Straits Times Mar. 30 USA Today fl:=t,> I MEDIA/ COMMUNICATIONS PRINT COVERAGE EXAMPLES Nasa Hataoka wins Kia Classic for 3rd LPGA Tour victory https://bit.ly/2VivYJf lnbee Park birdies 18th to take Kia Classic lead https://bit.ly/2K48qXA Top-ranked Sung Hyun Park tied for Kia Classic lead https://bit.ly/2IbiNW J Stephanie Meadow sharing ninth spot -five off the pace -at the Kia Classic https://bbc.in/2HlliKW Nasa Hataoka keeps both hands on wheel to win Kia Classic (Beth Ann Nichols) https://bit.ly/2K3Huak The clubs Nasa Hataoka used to win the Kia Classic (E. Michael Johnson) https://bit.ly /2YMvpty Nasa Hataoka overtakes lnbee Park to win LPGA's Kia Classic in Carlsbad (Tod Leonard) https://lat.ms/2uMel Y6 World No. 1 Park Sung-hyun shares Kia Classic halfway lead with Thai Thidapa in California https://bit.ly/2I6xjiJ LPGA golfer Cristie Kerr had an epic reaction to her hole-in-one (Nick Schwartz) • > ' ... ~ ,. ' " LPGA golfer Cristie Kerr h_ad an epic reaction to her hole·m·one ~ LPGA. CELEBRATING 10 YEARS MEDIA/ COMMUNICATIONS ~ LPGA Golf Channel Mar. 30 Lang holes out for par from deep in the bushes https://bit.ly/2VnoMLe Golf Channel Mar. 29 What it takes to win: C. Choi has 43 top-lOs, leads at Kia Classic https://bit.ly/2Hlawij Golf Channel Mar. 28 UL Innovative Shot of the Day: Kerr is perfect on 14 https://bit.ly/2LHCGbq CELEBRATING 10 YEARS MEDIA/ COMMUNICATIONS "This course is a really tricky course. Each shot is really important to get it right in the fairway and as close to the greens as possible, and that's how you're really going to keep your score low on this course." Nasa Hataoka -Eun-Hee Ji :: :)~-/ -i (~'.', "It's pretty cool when you come to one of your favorite spots and always feel like you're well received here and you get to win in front of the crowds. It was just a lot of cool things and probably will be one of my favorite memories whenever I come back here." -Lydia Ko ri LPGA. CELEBRATING 10 YEARS }@> 1. CLASSIC CELEBRATING 10 YEARS ®LPG) 2019 TOURNAMENT WEEK . RECAP REPORT Cheryl Gerhardt From: Sent: To: Cc: Subject: Attachments: Cheryl TheJRPhillipsGroup <jr@thejrphillipsgroup.com > Wednesday, October 10, 2018 9:48 AM Cheryl Gerhardt JR Phillips RE: CTBID Grant Carlsbad Brewfest P&L 10-9-18.pdf; Chk No 1184 Mnsht Crtve 11 -14-17.pdf; Chk No 1185 Design Grotto 2-27-18.pdf; Chk No 1187 Hudson 4-7-18.pdf; Chk No 11 88 Design Grotto 5-15-18.pdf; Chk No 1189 Design Grotto 6-12-18.pdf; Chk No 1190 Design Grotto 6-28-18.pdf; Chk No 1191 Design Grotto 7-22-18.pdf; Chk No 1193 Design Grotto 8-1-18.pdf; Chk No 1195 Design Grotto 8-24-18.pdf; Chk No 1202 Hudson 9-10-18.pdf; Chk No 1203 Hdsn Prntng 9-23.pdf; Chk No 1207 Design Grotto.pdf; DEB 5-8-18 Moonshot.pdf; DEB 8-16-18 SDCityBeat.pdf; DEB 8-24-18 Cnstnt Cntct.pdf; DEB 8-24-18 Monique.pdf Carlsbad Brewfest Grant Submission for $15,000 1) P & L with all invoices attached 2) 1525 Attendees 3) Hotels Reported to us 10 Hotel stays ( the la rgest and best reported feedback to date) 4) Over 800 from outside of Carlsbad with over 300 from outside of the county It was by far the largest event yet. WE are looking at discussing with City a two day event going forward which should really offer some wonderful opportunities for Hotels and other Carlsbad Businesses. Let me know if you need anything else. JR Phillips C (760)402-5321 f (866)883-1882 JR@TheJRPhillipsGroup.com Click Here to Download My App Listen to What My Clients Have to Say CA BRE#: 01900878 1 U1 The information transmitted is intended only for the person or entity to which it is addressed and may contain confidential and/or privileged material. Any review, retransmission, dissemination, or other use of, or toking of any action in reliance upon, this information by persons or entities other than the intended recipient is prohibited. If you received this in error, please contact the sender ond delete the material from any computer. From: Cheryl Gerhardt [mailto:Cheryl.Gerhardt@CarlsbadCA.gov] Sent: Wednesday, September 26, 2018 8:12 AM To: TheJRPhillipsGroup <jr@thejrphillipsgroup.com> Subject: Re: CTBID Grant Carlsbad Brewfest Hi JR I need a recap of the event ie # attendees, anything you want to highlight,# people outside SD county and hotel pickup report. Then copies of all invoices for expenses you want to be reimbursed. Sent from my iPhone On Sep 25, 2018, at 3:36 PM, TheJRPhillipsGroup <jr@thejrphillipsgroup.com> wrote: Cheryl ... I am finalizing the invoices and summary for Grant Pay out ... Can you confirm exactly what is needed from us at the Brewfest ... Thanks .. JR Phillips C (760)402-5321 f (866)883-1882 JR@TheJRPhillipsGroup.com Click Here to Download My App Listen to What My Clients Have to Say CA BRE#: 01900878 <image001 .jpg> 2