HomeMy WebLinkAbout2019-07-17; Carlsbad Tourism Business Improvement District; ; CTBID GRANT PROGRAM FY 2019-20 FUNDING RECOMMENDATIONSCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB#
MTG.
07-19-183
7-17-19
RECOMMENDED ACTION:
CTBID GRANT PROGRAM
FY 2019-20 FUNDING
RECOMMENDATIONS
CTBID STAFF
GENERAL
COUNSEL
Adopt Resolution No. 2019-6 approving the Carlsbad Tourism Business Improvement District
(CTBID) grant funding as recommended by the Visit Carlsbad Board and appropriating funds to
the organizations identified.
ITEM EXPLANATION:
In 2008, the CTBID board approved the guidelines to establish a formal grant program. The
objectives of the grant program are to:
• Fund projects or events that are going to increase the overnight stays in hotels;
• Encourage the development of innovative tourism products;
• Promote collaboration within and across sectors of the tourism industry;
• Reach important travel segments such as multicultural, family and senior markets;
• Strengthen the marketing capacity of our partnering organizations; and
• Combine the resources of the CTBID and its tourism partners to leverage their collective
marketing efforts.
The CTBID Board appropriated $75,000 in its 2019-20 budget to fund these grants. The grant
applications were due by July 5th. Five applications were received with funding requests totaling
$135,000. As part of its contract with the CTBID, the Visit Carlsbad Board reviewed the
applications to make funding recommendations to the CTBID Board. The Visit Carlsbad Board
met July 12th, to interview the applicants and evaluate the requests. The requests were
evaluated based on the following:
• Overall program promotes overnight stays in hotels
• Program included a "hotel tie in" (ie special rate or package)
• Compelling nature of the project and its potential image impact for the region
• Strength of marketing and public relations plan, including partnerships
• Likelihood that the project will receive publicity outside the San Diego Market
• Time of year that the event occurs
As a result of their review and evaluation, the Visit Carlsbad Board is recommending funding
for four of the requests for a total of $75,000. The table in Exhibit 2 summarizes the grant
requests and Visit Carlsbad's recommendations for funding.
FISCAL IMPACT:
The CTBID 2019-20 Budget contains an appropriation of $75,000 for CTBID Grants. No further
appropriation is required.
ENVIRONMENTAL IMPACT:
This action does not approve any projects that will have a physical adverse affect on the
environment so it falls within the general rule under CEQA that this is not a project (CEQA
· Regulation 15378 (b)).
EXHIBITS:
1. Resolution No. 2019-6 allocating funding to the organizations identified.
2. Summary of CTBID Grant Requests and Recommendations
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
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RESOLUTION NO. 2019-6
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
ALLOCATING CTBID GRANT FUNDING FOR2019-20
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, five organizations submitted applications for Fiscal Year 2019-20 CTBID
grant funds; and
WHEREAS, the Visit Carlsbad Board reviewed the applications and has made funding
recommendations to the CTBID Board for the organizations identified below.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
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1. That the above recitations are true and correct.
2. That it hereby allocates funding to the following events in the following amounts in
accordance with Grant Guidelines:
Carlsbad Marathon
Carlsbad 5000
LPGA Kia Classic
Bike MS
$10,000
$10,000
$45,000
$10,000
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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 22..._day of
__ J_u_l_Y _____ 2019, by the following vote to wit:
AYES: Stripe, Idris, Canepa, Gray, Chapin, Rauch, Hughes
NOES: None
ABSENT: None
ATTEST:
\ ~~ & JtL~ BARBARA ENGL SON
~Tern Clerk of the
13 Carlsbad Tourism Business Improvement District
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Grant Program Objectives: SUMMARY OF CTBID GRANT REQUESTS & RECOMMENDATIONS 2019-20 a. Fund projects or events that are going to increase the overnight stays in hotels; b. Encourage the development of innovative tourism products; c. Promote collaboration within and across sectors of the tourism industry; d. Reach important travel segments such as multicultural, family and senior markets; e. Strengthen the marketing capacity of our partnering organizations; and f. Combine the resources of the CTBID and its tourism partners to leverage their collective marketing efforts. Event Description Bike MS -This 2-day event to be held October 19-20, 2019 brings 2,300 participants to the finsh line in Carlsbad with 500 projected overnight stays. Grant funds will be used to increase the number of participants thorugh radio and television advertising, event videos, direct mail/mass distributin web based advertsing, etc. Carlsbad Marathon -The Carlsbad Marathon, produced by In Motion, Inc., is to be held January 19, 2020 over the Martin Luther King Holiday weekend. This event is projected to bring 3,000-4,000 out of town visitors and 500 porjected overnight stays. Grant request is for advertising to nearby markets including Orange, Los Angeles, Riverside and San Bernardino aswell as border cities in $ AZ and NV to increase out of town event participants. $ Carlsbad Music Festival -This is an annual event features world-class performers and composers in the seaside village of Carlsbad. The 2019 event is planned for August 2, 2019, which will be the 16th year for the event and is projected to bring 3400 out of town visitors over the year. Grant money would be used to increase CM F's marketing and puvlicity efforts outside Carlsbad. LPGA Kia Classic -This Womens Golf Tournament to be held at the Park Hyatt March 23-29, 2020. Grant funds would pay for sponsorship, video footage, social media and commenrical units on the golf channel. $ $ 2019-20 Grant Request 25,000 25,000 5,000 2019-20 Recommended Funding 10,000 $ 10,000 0 60,000 $ 45,000 Carlsbad 5000 -The Carlsbad 5000 is a two day running event to be held March 21 & 22, 2019, that has taken place in Carlsbad for the past 35 years. It brings more than 5000 out of town visitors. Grant money would be used to expand marketing effors to increase the number of participants. $ 20,000 $ 10,000 -----Total $ 135,000 $ 75,000 EXHIBIT 2 Past Years Funded 4 11 4 4 7