HomeMy WebLinkAbout2019-10-23; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly ReportsAB#
MTG.
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
10-19-186 CTBID STAFF
10-23-19 Visit Carlsbad GENERAL
COUNSEL
QUARTERLY REPORTS
RECOMMENDED ACTION:
Receive reports and provide feedback.
ITEM EXPLANATION:
( 'kl, -
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 CTBID Board asked that the following most recent
month reports be a standing item on the CTBID Board meeting Agendas:
• Digital Marketing (includes website traffic) -Provided by Elevated
• Group Sales
• Public Relations -Currently provided by Wagstaff
• Visitor Center
Attached at the Exhibits are the reports for quarter ending September 30, 2019. 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 -Elevated 01 2019-20
2. Group Meetings Report -Jan 2019 through March 2019
3. Public Relations Report-Wagstaff Worldwide Quarterly Report 01 2019-20
4. FY 2020 Visitor Center Stats
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
& SEO: Quarterly Rankings Progression
Q4 FY2019
Site
visibility
Q1 FY2020
Site
visibility
Keywords
in TOP 3
348
Keywords
in TOP 3
377
Keywords
in TOP 10
660
Keywords
in TOP 10
664
Keywords
in TOP 30
781
Keywords
in TOP 30
796 Source: SE Rankings Scraped Rankings
& User Engagement Growth
Quarterly Website User Fluctuations
. -,
Users ..,. I vs. Select a metric
Jul 1, 2019 -Sep 30, 2019: • Users
Jul 1, 2018 -Sep 30, 2018: • Users
1,500
500
Quarterly Goal Fluctuations
+5%
25,606 vs.
24,224
Total goal
completions
August 2019
+3%
663 vs. 642
Clicks on Hotel
Resort Listings
"Book It Now"
+36%
3,047 vs. 2,238
Clicks on Hotel
Resort Listings "Visit
Their Website" hotel
buttons
September 2019
Hourly Day Week Month
0.3%
6,450 vs. 6,431
Clicks on Other
Listings "Visit Their
Website" hotel
buttons
& Paid Search Evolution
Google Ads Campaign
Ongoing budget, keyword, audience, demographic,
placement and ad optimizations
Keyword targeting refinement through search query analysis
and performance evaluations
Finished up Summer messaging
Ran the Colors of Carlsbad campaign
Opted into new features to explore additional efforts for
improving spend efficiency
Facebook Ads Campaign
Ran Colors of Carlsbad campaign
Campaign format updates-including video
Audience targeting refinement and expansion
Updated ads to phase out the summer ad copy and revised
the imagery. CPA is staying fairly consistent, resulting in
more landing page views, and improved ad relevance.
Cost ...,. Conversions ...,. Cost / conv. ,..
e Elevated -Search -Stay
• Elevated -Search -
General
Elevated -Display -
• Prospecting -Oct 2019
C1mpelgn Name
Etewted -Trame -Gener.at Awareness -Octobu 2019 -2
Elevated -Tratflc -Renvtbting -October 2019
Pott: •This Saturday I perfect 78 dtQrHtf Come ... •
I
'
Evenc 37\h Annual C.rtsbad otuoborfnt Pf•senled by Co<lsbad RotMy Clubs
$701 07
$208.82
$53.16
lmpre1llons
22,654
10,817
9.682
.. , .... 8
11 6.00 $6.04
15.00 $13.92
0.00 $0.00
AfflOUnt Spent Rnutt1
$210.16 473
Landing Page Views
170.04 ,ee
Landlngl'age'lltws
$50.39 60
Landlno Page Views
1511.68
On-Focebook Purchase
Reach
16,n7
5,951
8,066
3.487
Group Sales - FY2020 Summary
FY2020 FY2019
MLG DATES LEADS LEADS RNs PPL
10 July 18 19 15,203 5,198
11 August 13 20 11,228 4,099
16 September 17 14 7,757 3,850
13 October 16
10 November 13
15 December 7
19 January 11
17 February 13
18 March 18
17 April 16
18 May 22
16 June 18
180 TOTAL 48 187 34,188 13,147
FY2020 Tamara's Goals v. Actuals
Sales Leads Sites Definite Def RM
G 180 20 20 15,000
A 48 5 5 5,138
%G 27% 25% 25% 34%
Notes:
MLG: Monthly Lead Goal
RNMG: Room Night Monthly Goal
Leads
Def
DefRmN
Sites
FY 2020
DATES
July
August
September
October
November
December
January
February
March
April
May
June
TOTAL
Ql
48
5
5,138
5
DEFINITES
2
1
2
5
Q2
0
0
-
0
RNs PPL
954 280
880 575
3,304 580
5,138 1,435
Q3 Q4
0
0
--
0
0
v&lr...l bad cars
RNMG
1250
1,250
1,250
1,250
1,250
1,250
1,250
1,250
1,250
1,250
1,250
1,250
15,000
TOTAL
48
5
5,138
s
Room Rev Ql Q2 Q3 Q4 Total Rev ,-------------------, $213,666
$208,700
$1,001,347
$1,423,713 $0 $0 $0 $1,423,713
Group Sales Report Leads 48 Deflnltes 3
Ql 2019 Sites s RM Nights 5,138
Total Revenue $1,423,713
STATUS GROUP DATE SOURCE RNs PPL HOTELS SOURCED (DEF, TENT, INCENTIVE? MTG DATES COMPANY NAME REC'D LOST\ IY/N -AMTl
7/8 APR 2021 2021 Confidential Property Mgmt Natl Recognition Conf HB 433 200 Omni, Hyatt & Wstn TENT Y-$4000
7/9 SEP 2019 HGF Leadership Retreat Sales 15 15 Hltn, HGI, Omni, Hyatt, Shrtn & Wstn TENT N
7/10 NOV 2020 FCC Services HS/Dest West 867 375 Omni & Hyatt TENT Y-$6000
7/11 JAN 2020 SHE 2020 Annual Meeting Sales 1566 500 Omni LOST-avail
7/16 AUG 2019 24 Hr Fitness Hotel 111 so Hltn, HGI, HI, Hyatt Hs, Omni, Shrtn & Wstn DEF Y-$2000
7/18 APR 2020 Global Premuim Tours event 1900 600 Hltn, Omni & Hyatt TENT Y-$6000
7/18 AUG 2019 lpX Executive Meeting CD 40 10 Hltn, Omnni & Wstn DEF N
7/23 OCT2019 Team Conauer Leadership Retreat Sales so 250 Omni, Hvatt & Wstn TENT Y-$1000
7/24 AUG 2020 Fiserv 2020 Solutions Seminar for Nautilus event 320 100 Hyatt TENT Y-$4000
7/24 JAN 2020 KYRIBA Sales Kickoff 2020 Sales 122S 400 Omni & Hyatt TENT Y-$6000
7/26 JUL 2020 2020 debra Patient Care Conference Dest West 881 650 Omni, Shrtn & Wstn LOST-rate
7/26 JAN/FEB 2022 IMARK Plumbing Hotel 3950 700 Hltn, 4 Sns,.Omni, Hyatt, & Wstn TENT Y-$6000
7/29 APR 2020 Parkview Medical Center Board Retreat HB 96 32 Omni, Hyatt & Wstn TENT Y-$1000
7/30 DEC 2019 Kellogg 2019 Board of Director Meeting -RN HB 69 26 Hltn, 4 Sns, Omni, Hyatt, & Wstn TENT Y-$1000
7/30 MAY 2021 Financial Health Network EMERGE SOTA 700 300 Omni TENT Y-$6000
7/31 JUL 2020 Schoology event 2250 700 Omni TENT Y-$6000
7/31 OCT 2020 The Aesthetic Academy -CA Sales call 285 150 Omni, Hyatt & Shrtn TENT
7/31 MAY/JUN 2020 Assurion Leadership Summit Sales 445 140 Omni, Hyatt & Wstn TENT Y-$4000
8/8 JUL 2021 Stephen Gilligen Workshop 2021 HBABC 593 35 Hltn, HGI, Omni, Hyatt, Shrtn & Wstn TENT
8/9 SEP 2020 ADARA Inc -Customer Summit 2020 HBABC 1,200 400 Omni TENT
8/15 SEP 2021 AFOP 2021-50th Annual Meeting HBABC 865 375 Omni & Wstn TENT Y-$6000
8/16 JUN 2020 Entrust Datacard Visiori 2020 HB 2,405 750 Omni LOST -Avail
8/19 APR 2020 MS Salarium (Top Producers) Trip event 42 24 Hltn, Omni, Hvatt, Shrtn & Wstn TENT N
8/19 APR 2021 ClearChoice Spring Doctors Conf CD 1,350 475 Omni TENT Y-$6000
8/20 FEB 2020 Raio h's Offsite Meeting Sales 790 375 Omni, Hvatt & 4 Sns TENT Y-$6000
8/22 NOV 2021 TechServe 2021 Anni Conf & Tradeshow CD 1,404 600 Omni TENT Y-$6000
8/22 NOV 2020 2020 ASCA All Director's Conf CD 200 so Hvatt & Westin TENT Y-$2000
8/22 MAR 2021 ClearChoice Spring PEC Conf CD 780 325 Omni TENT Y-$6000
8/22 SEP 2020 WFRA 20 Sept H745 RISE WEST HBABC 989 450 Omni & Hvatt TENT
Year Over Year Comp -2019 v. 2018
FY2020
YTD
FY2019
Total
YoY%CHG
Leads
Def
DefRmN
Sites
Leads
Def
Def RmN
Sites
Leads
Def
DefRmN
Sites
Ql
48
5
5,138
5
Ql
53
6
3,046
7
Q1
-9%
-17%
69%
-29%
Q2
0
0
0
0
Q2
36
6
3,963
1
Q2
Q3 Q4
0 0
0 0
0 0
0 0
Q3 Q4
42 56
3 3
2,672 3,649
3 5
Q3 Q4
TOTAL
48
5
5,138
5
TOTAL
187
18
13,330
16
Total
-74%
-72%
-61%
-69%
v&,"r..l bad car_s __
YTD
Total Rev
$1,423,713
Total Rev
$3,088,683
w
MEDIA IMPRESSIONS, EAV, AND PLACEMENTS :tJt~~~~
YEAR TO DATE MEDIA IMPRESSIONS
YEAR TO DATE EAV
MEDIA IMPRESSIONS THIS QUARTER
EAV THIS QUARTER
PLACEMENTS THIS QUARTER
MOST FEATURED THEMES
MOST FEATURED PROPERTIES
MEDIA VISITS
WAGSTAFF WORLDWIDE I QUARTERLY REPORT
~
~
□ ~.
60,099,543
$613,145.77
60;099,543
$613,145.77
31
lie F&B (18), Events & Festivals (15), Attractions (10), Beaches (10)
~ Sheraton/Westin (3), Park Hyatt (4), Omni La Costa (5)
• w. 2
3
QUARTERLY THEME INCLUSION WAGS~-~FF
[ Events & Festivals , ~ ~_,_
Golf, 3
[ Shopping , 3 -
Outdoor Activities , 4
WAGSTAFF WORLDWIDE I QUARTERLY REPORT 5
SECU RED MEDI A HI GHLI GHTS
· AFAR
The Perfect Weekend in Carlsbad
.ar • •
AFAR
SEPlIMBER 9, 2019
Feature article on Carlsbad secured from
Michelle's media visit; article included
what to do, where to stay, and what to
eat showcasing Carlsbad top attractions,
hotels, and restaurants
UMV 1876,568
WAGSTAFF WORLDWIDE I QUARTERLY REPORT
20 awesome things to do at Legoland
THE MERCURY NEWS
JUL V 21, 2019
After hosting Amber for the Petal to Plate
FAM, she shored on additional story
about Legolond
UMV 18,945,347
~ • f H t lf HI V [ l
10 West Coast Cities That Need
To Be On Everyone's 2020
Bucket List
9
CARLSBAD. CA
--=-,._ ... --~ ,;.·
~ ' , ,,, .
,,. -• •; I .x.... ,,'✓.
THE TRAVEL
JULV17,2019
The Travel highlighted Carlsbad as a
west coast city that should be on
everyone's bucket list
UMV I 2,100,000
LOO\LE
Mo'= ir==-.
§~~='.::l==[;:~
LOCALE
SEPTEMBER 2019
Produced o dedicated story on
the best places to eat, drink
a nd shop in Carlsbad Village
a nd highlighted Pork 1 O 1,
Crock Heads, Botanicals By
The Seo, The Farmer's Market
and more
CIRC 1250,000
7
SECURED MEDIA HIGHLIGHTS
NBC~IJ. SAN DIEGO
Things to Do This Weekend in San Diego: Sept. 5 to Sept. 8
Glh Annual Ca,tsbad Brewfetl
J p.m. to 4:30 p.m., HoMdM)' Park
Craft beer emhuslasts, this one's tor you. More than 40 craft breweries and cider
houses \WI como together for the Carlsbad Bfewfest this Saturday at Hofktay Park.
Music, entertafrvnent and food wll round-out tho event; general admiss«>n tic:ka1s
cost $55. New this year:. several local brewers -Including Cutver Seer CO.,
Burgeon Beer Comp.ony, and Pizza Port. to name a Jew-have coHabofated lo
create West Coast IPA that11 be released ll!l1 th~ fest. ChHrsl
NBC 7 SAN DIEGO
SEPTEMBER 4, 2019
Included Carlsbad Brewfest in her roundup
of best weekend events in San Diego;
secured as a result of pitching Brewfest
UMV 12,118,237
WAGSTAFF WORlDWlDE I QUARTERLY REPORT
~NEWS
Exploring San Diego: Things
to do Sept. 5 -Sept. 8
6th Annual Carlsbad Brewfest
When,: Holiday Park; Cort: $55 -$135
This event offers more than So craft beers and
ciders from around San Diego County along with
music, entertainment, games and food vendors.
ABC 10 SAN DIEGO
SEPTEMBER 4, 2019
Included Carlsbad Brewfest in his roundup
of best weekend events; secured as a
result of pitching Brewfest
UMV 1493,632
lHRllllST
= Al/tho Coolest Things to Do In Son Diogo This W-
THRILLIST
SEPTEMBER 5, 2019
D a■ a
Included Carlsbad Brewfest in a
roundup of best weekend events in San
Diego; secured as a result of distributing
Carlsbad Brewfest pitch
UMV 111,511,314
mu §an lDit.90 llnion~iribune
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SAN DIEGO UNION TRIBUNE
SEPTEMBER 6, 2019
Included Carlsbad Brewfest in her article
on North County news; secured as a
result of distributing Carlsbad Brewfest
pitch
UMV 12,097,862
9
SECURED MEDIA HIGHLIGHTS
~
RED TRICYCLE
Nearby Babymoon Vacations
You'll Love
· C ·· 1 + .. 1 ;;.. .... o-..:__-. .. : ·· •...--~ __,, -
RED TRICYCLE
AUGUST 1, 2019
' -\
Included Omni Lo Costa Resort & Spa in
her roundup of best bobymoon vocations
in Southern California
UMV 11,572,434
WAGSTAFF WORLDWIDE I QUARTERLY REPORT
~ i THE TRAVEL
Top 10 Prettiest Destinations In
Los Angeles
THE TRAVEL
SEPTEMBER 3, 2019
Included The Flower Fields in a roundup
of top l O prettiest destinations in and
around Los Angeles
UMV 11.400,000
SMARTERTRAVEL
8 Surprisingly Uncrowded Beach Vacation
Spots in North America
SMARTER TRAVEL
JULY 18, 2019
Smarter Travel highlighted Carlsbad as
a surprisingly uncrowded beach
vocation
UMV 13.478,350
-
8. Carlsbad and Legolond California
LDC2M>d~o-l0 ............ oldtl'.wUo•MIOf'IClilGOona .... -.a ... "°'6'1D'heDl!tllllotl'II
~CO,,l'lll'(tlrvtw.-,OVeO!Memty~"°"'---CoffoorolakM'e1¥0Cob\ll'ICO'll;bod. ....... ~--~ol~;Jt:~• .... uiwo1tt.__,.,,,,,... ~~l)Qlt.
ollatt~,..,C.~INt>rOC" .. flCM\.~P,,,Y .. fOl.ON1«f'IM'll,if\l,)f;+.91,,MoCNltt•
l~ :--,~•o't!IDl.......,~~•~.....,.."'!'~~.n,,aMo:i.,ri"t1,C.O
...,. IMl.ql.LMllnfflOf•OOCK,tall,.,.,••tocto.-1~l ._
/TRAVEL MAMAS
AUGUST 2, 2019
Included Carlsbad in her roundup of best
California vocation destinations for
families and highlighted Carlsbad's
beaches, LEGOLAND and more
UMV I 127,700
11
SECURED MEDIA HIGHLIGHTS
INSPIRE
WHAT'S TRENDING IN COLOR?
WAGSTAFF WORLDWIDE I QUARTERLY REPORl
INSPIRE DESIGN
JULY 17, 2019
Inspire Design highlighted the
Colors of Carlsbad program as
a result of proactive pitching
around the campaign
UMV 11,600
TravelDreamsMagazine
Carlsbad 's Best Meeting
Spaces and Places for 2020
TRAVEL DREAMS MAGAZINE
SEPTEMBER 30, 2019
Highlighted Carlsbad's best
meeting places and spaces for
2020, calling out Park Hyatt,
Omni La Costa, Westin
Carlsbad, The Flower Fields,
Park 101 and Jeune et Jolie
among others; secured as a
result of distributing MICE 2020
pitch
UMVI S,823
13
SECURED MEDIA HIGHLIGI ITS
TRAVEL MAGAZINE
ocI~1:,; !Jll~C,T sI•.1,1T r.11~; RE\'
0.klWtt rc,ur in1c111.-at~ wrrr-ndtt m a MU.ins~ Alg:lt Body Sa-" wba:h W.b Jtwg_nnt spc,cWly (or ViUt Cad~, C.,...
ofC..rt.had omJWPI-F."" thb c•'"~I"• ,-l'1, C,rul,Qd. p:utnrml ..;,h r.-i'°""' C-" ln.whutc-alkl Fuh,-, •• ffl'.llr 1M 1019 G)lnn
olT!'2"'1 S.udy, which IJH1ifw.d nmJWJ,: c.Joo uw.-d 1ft impln1ional 1rnd plto-;w-r1•( wxi:al n,alb. 11w ~nidr ~:akJ OM of 1hl, }'QI·• umJinc;c-n ofTr.u-d tolx PANTONE. lf;..l~ll lllN' Dw1t. adut-t~pink hurwhidt il ,he .nsplndon b.ttttnd 1lw Ro.I
Alg;,c Body Scrub. 1hc lf'CMn'ffl'f·• c;ufflr pink cokw co..--(,.,_ thr .ctm' hfcnJ of 1hymc. junipn. 'Jnd 1a Utt. 1lab rrn.tnwm i•
~dycrJf1rd co ttmow imrurilics. minimm' cnbrp.J ,wwn •J ~H' a htc1n CDffl,,.ninn.
lkndo uf 1~ tn::Hffiffll' fflduJc ,~ J lmpuritict, .J rninimiudon of cflUrp.-d pom.. anting :a fflihly rfflncJ
compk-llon. Cornbini11; gmtk m.t'-ugt trdmlc.-, with a lid11 1CT11h 1h11trntflllfflt111urr 10 lim't' J'OII in a H;11c urbliu. Poll
rrr.nmrnt ,ii 1-ad.J u" In 11 .. Milifta& .nJ ,mt ln,o,a ~,m,olttbuc•with~ pwin,mlnu1c,
WAGSTAFF WORLDWIDE I QUARTERLY REPORT
Ontr ,our tft"2l1Mflt h2l tnded. nuu
,vu, w-,r fo 11k cknJoor puol o, ffl'.,m
fOOfll. Op. lor 2nh.an.ihy11kpool ln
CtMHinuc ,dul11i; wh.lk you .ip ttn a
gb-o( axoftUI "ffiff Of onkt I tight
tunch (ti,m <.:>w.Jk,'1. Rouunn,.
Tiic,c-;. w,rnafung f'ilf n't'l')'UM whh
ilfflH ,.-,np,. from DbJ• '° ~"
Jo1nh,11n,d "'°"'·
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1'-'hc" mu 12kc-a~ nr .u-.aycarion
fw.rr, l-r ,.«tQft'd w ,~,_,,..."rm hMJ r:-hxlt 10 Ii& 111ilwng ,N
~h" r,,wc-rs of watirr, w;,rmlh and
N'nOfU!li.mt _.ma-.
LA TRAVEL MAGAZINE
SUMMER 2019
LA Travel Magazine highlighted Cape Rey
Ca rlsbad's Ocean Crest Spa as well as the
Colors of Carlsbad campaign in the article
SoCal Spacations
CIRC 150,000
15
S[CUR[D MEDIA HIGf lLIGI ns
@()hloy lnstagram
JULY 26, 2019
~ ....... ._
~·--.-tttl~ ------c-_,,, ....... ..-....,.., __ .. , ___ ---·--~---____ .,.._
w,----.-:!":.=-:.::.-:."':' .. -·-___ .. ,......, ... _
:::::...~=-=-~ •u·_,..... __ ___ ._._,,.......,
"""'---<,._.._
OOt!.
As a result of hosting Joy and
partnering with her she shared her
family's experience in Carlsbad on her
lnstagram channel
Link
FOU0WERS 1443,000
WAGSTAFFWORIDWIDE I OUAUHLnEPORT
@()hloy lnstagram
JULY 27, 2019
As a result of hosting Joy and
partnering with her she shared her
family's experience in Carlsbad on
her lnstagram channel
FOU0WERS 1443,000
@()hloy lnstagram
JULY 2019
As a result of hosting Joy and partnering
with her she shared her family's
experience in Carlsbad on her lnstagram
channel, posting 48 story highlights
FOU0WERS 1443,000
@_interfor58 lnstagram
JULY 21, 2019
.. ---·-·•· ·------· ----___ ,,. __
0 I)..!.,
Shared #ColorsofCarlsbad on lnstagram
as a result of the campaign
FOLLOWERS 11,380
17
LAUREN WEIL
SENIOR ACCOUNT SUPERVISOR
lweil@wagstaffworldwidc.com
WAGSTAFF
WORLDWIDE
L D S ANGE LES I N lW YD R K I CH IC A Ci D I SA II f IU\11 CI SC D I V /di CD lJ V rn
wagstaffwo1 ldwide.com
FY 2020 Carlsbad Visitor Center Stats
Foreign Total
US Visitors Visitors Visitors Emails
2019 I
July 592 57 649 180
Aug 628 100 728 260
Sept 576 99 675 268
Ql Total 1796 256 2052 708
Grand Total 1,796 256 2,052 708
Jul-18 604 50 654 276
Aug-18 590 83 673 186
Sep-18 496 100 596 179
Ql FY19 1,690 233 1923 641
FY 19 Totals 1,690 233 1,923 641
YoY%Chg 6.3% 9.9% 6.7% 10.5%
Lodging LL
Phone In Referrals Referrals
93 18 20
88 15 28
97 9 8
278 42 56
278 42 56
81 20 19
82 14 34
73 11 9
236 45 62
236 45 62
17.8% -6.7% -9.7%
EXHIBIT 4
ws/'7:lsbad car. __
Vol
No. of Vol Hours
52 133
54 125
46 106
152 364
152 364
55 141
58 149
51 136
164 426
164 426
-7.3% -14.6%
10/1/2019