HomeMy WebLinkAbout2020-01-15; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly ReportsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB#
MTG.
1-20-188
1-15-20
RECOMMENDED ACTION:
Visit Carlsbad
QUARTERLY REPORTS
Receive reports and provide feedback.
ITEM EXPLANATION:
CTBID STAFF
GENERAL
COUNSEL
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, 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 -December 2019 Elevated Internet Marketing
2. Group Meetings Report -July through December 2019
3. Public Relations Report -December 2019 Wagstaff Media and Marketing
4. FY 2020 Visitor Center Stats
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
~vfsir. •carlsbad
01/f·f~i\l I TR/\r-1 IC SUMMARY
EXHIBIT l
IUl'OHI llJl<IJlC 1 iOl~-lHC !I .'01~
VISIT CARLSBAD MONTHLY
REPORT
OVEIV,LL TOTAL VISITS 12·MONTHS VISITS TREND BY CHANNEL GROUPING
-C,,J,tnl~Se.i,tc.h -M,tferr•I -(Oth•r) -Uhplav Ofre<.t •so,.1a1 l 111 ►
33~51 00,00 ll
40,000
◄0,000 i 111111111111 >0.000 • i P,c\14~n period Pre,·lou, re•• 0
•4% V 54% " ,,.
VISITS BY CHANNEL GROUPING
• Org anic Search
e Dl>play
• Direct
e Sockll
PAld Search
• Referi hi
• (Ot t>or)
• Email
Total
TOP CONVERSION PATHS
• Orotnlc > Direct 257
e P61d > Paid 60
• Organic > Direct > Direct 43
• Direct > Otr~Ct 37
Paid > Dlract 311
• P.td > Oroonlc. 19
• Dkect > Org•nlc 17
• o ro,ntc > Rererr al 14
• OtrKl > Referral 10
Total 691
DEVICE TYPE BREAKDOWN OVERALL TRAFFIC
• mobMe
• dosktop
e loblct
Total
19,7117
11,224
2,140
U,151
~ob l.t.)I'
Pnvlous period
•20 V
♦2 ,,._
•6 V
·JO V .. " •2 ,._
♦] ,._
•l ,._
·I V
Previous period
•1 711, V
•4 34,. V
•14 11,t, V
I'
Iii
AP• t.lGy Jun Jul Auo Sep Oct No, 0cc
Previous period Previous period
12,615 •507 V 311.1% .. Q 1', V
7,435 tlt6 ,., 22.4% ♦1 ,,. .,..
6,,26 •8$2V 19 .1" • ' 11 • ...,
3,2711 •417 V '·'" •I l 'f~ v
2,6711 t111 ,,.. 11.11' •0 7t.""
730 -+11 A 2.21' tO )~ "
79 ♦14 "" 0 .2% •O Ot. I"\
14 .,,. 0.0" ♦O 0~""
33,151
AVERAGE VISIT TIME NEW VISITS RATE
00:01 :01
PtcV,<"M.11 pet\oci
•5% V
P.-ovfou1~1,
•33% V
TOP CONVERTING GOALS
• Outbound Links• CIiek (E) CGo•I n
• Other' Li>tlnl)S" v1,1t Thc>lr Web,llo • CII .
• Hot el no"JOrt Lh t1ng, • Visit Their V.'ebslt
• Olhdil U ~lnp5 • Book ll Now -CIKI: (E)
Pion Your Stoy· 1't Stop· Submit (E) (
• Hotel Rosotl LI,tings. Book It Now. CII
• New~attar Sign Up · Submit (El (Goel ~)
• Telephone Number • Clicks (El (Goal 9)
• Site ScArch • Submit (t!) (Gool 10)
Total
81.4%
Ptavlousyear
•6% V
Pnv1ous period
3,620 .-5)6 V
1,620 •'282 V
6119 •&2 ....
292 ... 210 ,...
279 • 10 "
1159 •2V
64 .. ,.,
116 •l v
30
6,1152
1 of 6
CJl<t•IINI\. ';I 1\W 11 I l<i\1 I IC & lil\'lKINC,'.:,
YEAR OVER YEAR ORGANIC VISITS TREND
20,000
15,000
10,000
5,000
0 Jan
VISITS FROM ORGANIC
12,615
Pf•vtoutpetlod
·41' V
l"~N~S\10'4~
Feb
928,341
Mar Apr M,iy Jun Jul Aug
■ 2019 Jan • 2019 Dec ■ 2018 Jan • 2018 Dec
TOP CONVERTING GOALS FROM ORGANIC
• Outbound links . CNck (E) (Gool 7)
• Other u,t1ngs • Visit fhelr Webske • Che~ (C) (Gool 3)
e OIM r Listings· Book It Now· CIiek (f) (Gool ◄)
Hotel ~,o,t Listing, -Vl<lt Tho~ V.leb,lte -cue~ (E) (Goal I)
Plan Your Stoy· h t Step • Submit (E) (Goal 5)
e Hotel Re,ort Lhtlngs • Book IL Now· Cllcl: (C) (Gool 2)
• New>lelter Slon Up· Submit (e) (Goal 6)
e Telephon♦ Number· Clicks (E) (Goal 9)
• Site Search· Submit CE) (Gool 10)
Tot1I
Sep
TOP CONVERSION PATHS W/ ORGANIC
Prevl•u• period
• 019anrc > Dl1ect 267 •20 v
I I ORGANIC GOAL COMPLETIONS
4~80 • o,oantc > Direct > Olfed 43 ., v
e O rQ;>nlC > Ret•rr 64 14 tl ,..
• Oroantc > 01,ect >Dheel > Dheel > Dk 9 +I,...
Oroank > Organic 9 •• v
• Otganlc > 0uect'. > Direct > 0he<t a .. , v
• Organic > P•ld I •2 v
• Organic > Ou eel ~ 0lrocl > 0hed .-ON 6 ♦,4 A
_•;;._0~1_,._c_t_•....;.o_,~o•~n_1_c_>_o_1_,e_c_,_>_0_1,_ec_, _______ ~2 +I A
Total )H
Oct Nov Dec
Previous period
2,21' .. J5, V
1,290 •117 V
244 t1,■ A
190 •24 V
94 -s "
40 II A
39 ♦2"
30 •1 V
23
4 ,110
l
SEO RANKINGS
, I, J Of'fr t<." ,,.,.. r • ):•'U,. ,u11
,oi.l IHf) rit-1,•>t l
--..... ,
4 --
ORGANIC TRAFFIC ENTRIES PER LANDING PAGE Clicks Impressions Avr,. CTR
/event s/12312019 -n~w-ye ar ~--e\,t-n,ad-hat ter ·f an,uy-rr~ncHr balV 2,648 ♦2,216 ,,.. 26,061> •z1,,a1" 10.16% t1 21t. A
I 2,2911 •299 V 124,144 •1,615 V 1.85" -0 22♦, V
/bttractlOni/ 731 ♦9,., 135,413 •114 V 0.54" •O Olt; n
/event</ 654 -17tl V 31,437 • 10,257 V 2.09% ♦0 0 9t. ,._
/,e~au,ant/ 500 ·16" 93,182 •.... ,1 ,.. 0.14% -0 16'~ V
J,,.vorvJertul ·tln-.e-~lu ·cerlsbi)d·decernber / 448 ♦242 ,._ 4,29!1 I l,'47 A 10.46" .. , '"'""'
/buches/ 313 •14) V 10,!199 •J,727 V 3.331' •01Jt. V
/ attractkmt/lhe"'t k>we, '"'fh,lds-M -carl~MJ-ranc.h/ 313 •65 v 17,194 -910 v 1,82% •0 26t. V
/ a-new-hotel-1n'"'Carlsbad·the-c a$S011·carl!-b lid/ 292 ... " 2,728 11,610 I'\ 10. 701' •6 65t, V
/event V 120520t9 ·snowr lll•·omnf · lo--co5t a-resot t -'.pa/ 227 ♦199 A 993 H7',., 2!1.421' t 16, ,,_ ,._
/shopping/ 162 -1,S V 16,997 ,n.~••,.. 0.291' ,.0 4111. V
/'!)I/ 144 +29" 11,295 •'91V 1.29" •O l It. A
/breweries/ 119 •111 V 5,299 ·1,27S v 2.25" • 01•tt ,,,,.
/beache,/,oulh•ponto·beach/ 114 ·l7 V 6,013 •1,697 V 1.901' ·0 06,. V
/count lno·ne\'rye ar-corl!.bad·2017/ 107 ... ,., J,771 ♦J,l7J A 2.84" •0 ,11. V
/baachiH/tamarack·state·beKh/ 106 ·lO v 7,240 -1,14♦ V 1.46" •0 16t. v
/r~~ou, ant/bar1el·republlc/ 97 410"' 3,90J +20, " 2.49" t l;OJ,,A
/attract lons/leo-c a,, 1110· ranch-h1stor IC ·park/ 97 •1J V 4,616 •J15 V 2.101' •0 U ,. V
/ atlractions/ca hlornla ·•ttl Kt 10n!.·o,ernologk al·1ns\ltute·or·ame1 lca-gla/ 97 • 12 V 7,854 .. J9 ,,.. 1.24" -0.16t. v
/t111e ·be-rt ·plbCe $·brunch-car ls bad/ 96 +"46 ,-. 2,U5 ♦••• ,..
4.111' ♦1 06t. A
/,po/the-,po· at ·lo-cost•/ 94 ,t 26 A 5,997 ♦l,t56"' 1.57" +O ,,,. A
/ 1t t1 act lonl/c1Jrlsbad·mov1e·the ate, ·cine poll$·luxury·clnem11s/ 91 " " 2J,772 •4,216 V 0.341' ♦O Olt. "
cocv:,1 I /\[)'; P1\II) Ml 1)11\
COST PPC CLICKS PPC IMPRESSIONS COST I CO NVERSIONS I
$6~18.39 13~67
Prll'Vlc.tUSPCllod Prevfoos v•••
641% ,.._
1,355,874
Previous panod
-9,~ V
P,avfousyea,
0 52" "
$13.07 j
5% "
AVERAGE CPC
J>r•vtou s pe,lod
"
$0.46
Pr ovlou, period
2" "
PAID GOAL COMPLETIONS TOP PAID CAMPAIGNS (SESSIONS)
1,654
,11111111111
Previous yea,
136% "
TOP CONVERTING GOALS FROM PAID
e Outbound Links · Chck (E) (Goal n
• Hotel Re,ort Ll,llno>. Visit Their Wobolt
• Pion You r Stoy · 1st Slop -Submit (E) (
• Hotel Re!<>I I Ll>tono>. Bool: ll Now • Cli
Other Ustloo•. Vl>lt Their Website • Cli
• New<letter Sign Up · Submit (E) (Goal 6)
• Telephone Number · Click> (E) (Gool 9)
• Site Search • ~ubrnll (~) (Go•I 10)
• Contacl Pioe -Form subn'lt CE) (Goal
Total
Previous p•rlod
862 •150 V
471 •33 V
169 ♦ 16 ,._
108 ·S V
18 •J V
15 ♦7 "
6 ·I V
2
1 • 1 "
1,664
PPC CTR : ~
I
I 0.97%
Pt'1-vtOU'l period Pfovlou1:yoa,
•22% V
Prevtous po,lod
13" " 15•J. "
• Elc>oted • Dl!ploy • Prospe<tlng · Holiday 2019
e El.voted · Dl!play R•morl.etlno · Hohd oy201q
• Elesated • Search • Stoy
• prospecting
Elee•t•d • Olspl~ • Pro,pectlng • Pre/Post Ho
• remartetlno
• vt~it carlsbad · ~le voled
• Elceoted • Display· Rem arl_.,t,ng • Pre/Pou H
• Elevated -Seorc:t, · G~ne, al
Total
TOP CONVERSION PATHS WI PAID SEARCH
• Pnld > Pood
e Pftkl > Direct
• Paid> Organic
• Paid > Direct > Ofrect
Paid > Direct > P,1ld
• Paid> Rercrral
• Poid > Social Network
• Organic > Paid > Direct > Oroank:
I • Paid > Dbr,loy > Dhplay
• Pit11ld >Organic> Direct
Total
3,318
2,618
2,263
1,1500
948
690
604
628
393
12,929
PteYlou1wa1
•37" V
Previous period
•277 V
+99~ A
♦116 A
♦)St ,..
-t-9 41 " ., ,.
tUa ""
♦521 "'
.. J4 A
60
]15
19
9
4
4
4
2
2
2
168
TOP PAID KEYWORDS BY AO IMPRESSIO NS Ad lmpreulons Ad Clicks Ad Cost
AutornatlcCont~nt 1139,390 •240,580 V 6,669 •861 V $970.94 -$215 51,.,,
san diego hotels. 48,561 ,20.120 I\ 166 t 70 " $310.43 •$124 49 V
earls.bad hotels 4,891 ·49 V 102 t 16,.. $220.69 •S45,77 v
cehto,nlo ,e,orts 2,961 t J 1~ " 201 +2.:1" $272.76 •H I 56 v
tarrordable romantic. oetaway~] cahrorn1a 2,806 ·J I V 191 ♦11 A $176.39 • S7 9) v
re~rts 1n catlfornia 2,742 • 469 ,,. 211 .. ,, " $2119.93 •$77,41 V
carlsbadca hotel 2,316 t )21 " 4 $8.20 •$0 7I A
sandleoo resorts 2,207 ♦67 " 140 •5 V $260.30 •S2116 v
resorts tn san dleOO 1,486 •f9 V 100 •11 V $177.154 •$JOH A
califo rnta beach resort5 1,324 t 225 I\ 77 •5 V $110.12 >$9,H V
aN lnch.11tve san diego re~,t 1,137 t4U" 0 ♦ 11 A $72.155 •S24 J6v
,ondltgo vacation renuls 1,072 tllO "' 39 t24 .,,.. $62.46 +$18 96 V
au Inclusive re!OrtS In calif'ornla 1,071 •141 ,.,, 110 t36 A. $144.153 f$54.45 V
hotels In carlshed 919 •159 V 21 •11 V $158.37 •$2117,.,,
southe rn calito , nla, esort~ 951 ♦41 A 74 •IV $111.11 •Otl,,,,
oceanside caliro,nla hotels 726 •z" 15 .. ,.,, $37.11 +$24 70 V
carlsb.ct re ntals 717 • 16J " 45 ♦I A $59.24 ♦$125◄V
ell lndu~,ve re:orh callfornla 6JI t 102;. 61 ♦12,... $92.24 •SZ7 50 v
1andlego beach re ~rts 1171 69 •U" $101.24 •Ul,l5V
all lnctuslw san dieoo veceuon 11157 t 221 " " tJ ,,., $10.17 HS 76 v
sandlego hote.lson the beech 15411 t l111 1'\ 15 •7 V $32.20 ·$" 49 ,..
hotels 1n ce, lsbod c a 540 •27 " 14 $30.95 •SI 74"
I /\CUJO<JK /\US
COST
$1,488.47
CAMPAIGN ENGAGEME~rT
UNIQUE LINK CLICKS
4,038
PJ'~Vlt.,Uf pc1lod
24% "
COST PER UNIQUE CLICK
$0.27
Pr•vfo1,u DOtlod
·Jl% V
Vlsl ca,lsb•d -General Awar1!ness • EJevaled
Elevated· Troroc: · Gene,al Awa,e!!nos~ -Holiday 2019
Elevated -Trorrti: -Rema,t.etlng -Holiday 2019
Pod "Plenty of $i)nto in Carlsbat.11 •
•33" V
AO ENGAGEMENT Link Clicks CPC (Cost per L .•.
Vim Carl<bad . Slnl)ho !mag• . 1,377 V4 (Id 0 122903407591)
t ,.,,, "' $0.12 t SO 12 v
Chlutmas · Dynamic Sinol" 1,200 lmoge Cid 0144531659191) t l.117 A $0.38 -so 45 ,._
CIYl<tm1s • Oynanilc Single
Imago (Id Ol4461S044591) 836 • eoo ,.. $0.4!5 •$0 19 "
Chrt~trl'\U -Dynamic Slnol~ U 1 tltl A $0.39 ·$0 72 ,._ lm•o• Od 014'1533182991)
Chrt<tmas • Oynomlc Slogl• 4154 Image Od OIHS2<.524591) ♦449 " $0.33 ·$062"
Chri.stm•s · Oynbmlc Slnote 203 .. ,., " tn,ooe (Id 01◄45150◄439I) $0.46 •$0 21 "
Post "Ptenly or Santa tn
Corl>badl • (Id S& ♦JI,.._ $0.116 t ~0,86 V
6149203210791)
Visit Catlsbad • SlldeshOW (td 13 0109348135'191) +11 " $0.12 ♦SO 12 v
Vlstt Corbbod · Ca,ou1el · v2 3 ♦J " $0.13 t $0 1J V
{!cl 012290"25919 1)
Ch, ,~tmas · Oynan'lic Single
Imago Od 0144 515043591)
•1 V $0.77 . ·$0 .. "
Vlsit Carlsbad -Stnoh! lmaoe · 0 $0.00 VJ Od 0'1090432537'11)
I CTR REACH
3.07% 132,961
Previous parlod
•4% ...,
IMPRESSIONS
231,776
Prr'lioos p4'rlod
281" ,._
Pf'oYlouJ yen,
·41" V
~
Prcvlousporlod Pfovtou,y.1a, I
44% " •52% V
Post Shares Post comments Page Likes
138
49
30
0
1'UI I\
♦J3 A. . ,, ,..
Post Reactions
307 I J07 ~
180 ♦ 163 ,..
272 ♦2541 ,.,
158 tl-4 1 ,..
64 •61 ,._
36 •U "'
4 •4 "
8 .. "
2 •2"
♦1 ,.
0
1l
13
7
0
tl)" 0
I 6 I'\ 0
0
0
Page Likes Post Sharu
0 137 tU7 ,.._
0 26 t 24 ,.,.
0 23 t22 "
0 18 t 17 A
0 & t5,.
0 7 t7 ,.
0 0
0 2 ♦2,.
0 0
0 0
0 0
Post Reactions
316
402
309
4
tJ16 A
♦201 "
t 177 I\ .. ,.,
Post Comment s
13 t 1l ,..
9 ., ,.
7 .. ,.
3 ., ,.,
•1 "
0
0
0
0
0
0
6 of6
I
I
Group Sales Report
FY2020 -Summary
LEAD DATE
7/8
7/9
7/10
7/11
7/16
7/18
7/18
7/23
7/24
7/24
7/26
7/26
7/29
7/30
7/30
7/31
7/31
7/31
8/8
8/9
8/15
8/16
8/19
8/19
8/20
8/22
8/22
8/22
8/22
8/22
8/23
MTG DATES
APR 2021
SEP 2019
NOV 2020
JAN 2020
AUG 2019
AUG 2019
APR 2020
OCT 2019
AUG 2020
JAN 2020
JUL 2020
JAN/FEB 2022
APR 2020
DEC 2019
MAY 2021
JUL 2020
MAY/JUN 2020
OCT 2020
JUL 2021
SEP 2020
SEP 2021
JUN 2020
APR 2021
APR 2020
FEB 2020
NOV 2021
NOV 2020
MAR 2021
SEP 2020
OCT 2019
SEP 2020
COMPANY NAME
2021 Confidential Propertv Mgmt Natl Recognition Cont
HGF Leadership Retreat
FCC Services
BHE 2020 Annual Meeting
24 Hr Fitness
loX Executive Meetin11
Global Premuim Tours
Team Conquer Leadershio Retreat
Fiserv 2020 Solutions Seminar for Nautilus
KYRIBA Sales Kickoff 2020
2020 debra Patient Care Conference
IMARK Plumbing
Parkview Medical Center Board Retreat
Kelloee 2019 Board of Director Meetin11 -RN
Financial Health Network EMERGE
Schoolol!V
Assurion Leadership Summit
The Aesthetic Academy • CA
Steohen Gilli11en Workshop 2021
ADARA Inc -Customer Summit 2020
AFOP 2021 • 50th Annual Meeting
Entrust Datacard Vision 2020
ClearChoice Sorin11 Doctors Conf
MS Salarium (Top Producers) Trio
Raloh's Off site Meetin11
TechServe 2021 Anni Conf & Tradeshow
2020 ASCA All Director's Conf
ClearChoice Spring PEC Conf
WFRA 20 Seot H745 RISE WEST
Just Media• Retreat
College of Law Practice Management
EXHIBI T 2
leads 98 Deflnltes 14
Sites 19 Definite RN 14,080
Total Revenue $3,830,360
STATUS
(DEF, GROUP
SOURCE RNs PPL HOTELS SOURCED INCENTIVE? TENTATIVE, (Y/N-AMT) LOST!
HB 433 200 Omni, Hvatt & Wstn TENT Y-$4000
Sales 15 15 Hltn, HGI, Omni, Hvatt, Shrtn & Wstn TENT N
HB/Dest West 867 375 Omni & Hvatt TENT Y-$6000
Sales 1566 500 Omni LOST-avail
Hotel 111 so Hltn, HGI, HI, Hyatt Hs, Omni, Shrtn & Wstn DEF Y-$2000
CD 40 10 Hltn, Omnni & Wstn DEF N
event 1900 600 Hltn, Omni & Hvatt TENT Y-$6000
Sales so 250 Omni, Hvatt & Wstn TENT Y-$1000
event 320 100 Hvatt TENT Y-$4000
Sales 1225 400 Omni & Hvatt TENT Y-$6000
Dest West 881 650 Omni, Shrtn & Wstn LOST-rate
Hotel 3950 700 Hltn, 4 Sns, Omni, Hyatt, & Wstn TENT Y-$6000
HB 96 32 Omni, Hvatt & Wstn TENT Y-$1000
HB 69 26 Hltn, 4 Sns, Omni, Hvatt, & Wstn TENT Y-$1000
SDTA 700 300 Omni TENT Y-$6000
event 2250 700 Omni TENT Y-$6000
Sales 445 140 Omni, Hvatt & Wstn TENT Y-$4000
Sales call 285 150 Omni, Hvatt & Shrtn TENT
HBABC 593 35 Hltn, HGI, Omni, Hvatt, Shrtn & Wstn TENT
HBABC 1,200 400 Omni TENT
HBABC 865 375 Omni & Wstn TENT Y-$6000
HB 2,405 750 Omni LOST-Avail
CD 1,350 475 Omni TENT Y-$6000
event 42 24 Hltn, Omni, Hvatt, Shrtn & Wstn TENT N
Sales 790 375 Omni, Hvatt & 4 Sns TENT Y-$6000
CD 1,404 600 Omni TENT Y-$6000
CD 200 so Hvatt & Westin TENT Y-$2000
CD 780 325 Omni TENT Y-$6000
HBABC 989 450 Omni & Hvatt DEF
Sales 360 120 Hltn, Omni & Wstn TENT Y-$4000
event 250 120 Hltn, HGI, Omni, Hvatt, Shrtn & Wstn TENT Y-$3000
9/12 FEB 2020 Biofronterra IMEX 350 100 Wstn TENT $4,000
9/13 NOV 2019 2019 Fall Planning Meeting -Riverside and SD Central HB 90 200 Hltn, Omni, Shrtn & Wstn TENT $1,000
9/13 JAN 2020 WMA Sales Leader Meeting 2020-ID 9568 HB 769 250 Omni TENT $6,000
9/16 FEB 2020 CCCI-Cru-Field Missions 2020 (Carlsbad-Rooms Only) Connect 160 80 Crtyd, Frfld, Hmptn, HGI, HI Express, Home2, TENT Cbad only Hmwd, Hyatt Pl, Rsdnc, & Staybridge
9/16 AUG 2020 Hive Global Leaders Summit 2020 event 750 350 Hltn, Omni, Hyatt, & Wstn TENT
9/17 OCT 2020 The Empowerment Partnership -iNLP San Diego -October 2020 HB 37 100 Hltn, Omni, Shrtn & Wstn TENT
9/18 MAR 2020 Emerson Collective-Health Team Cancer Summit Amex 510 170 Omni, Hyatt & Wstn TENT $4,000
9/22 JAN 2021 RSC Capital Markets -Energy Outlook 2021/2022 HB 76 25 Hyatt TENT $1,000
9/23 SEP 2020 2020 Leadership Summit HB 170 55 Hltn, Omni & Hvatt TENT $2,000
9/24 OCT 2021 2021 DSAA International Conference CD 240 100 "HGI & Holiday Inn TENT $3,000
9/24 JUN 2020 ACG Annual Sales Meeting Sales 272 150 Hvatt & Wstn TENT $3,000
9/25 JAN 2020 ChromeRlver Hotel 780 260 Wstn TENT $6,000
9/26 FEB 2021 Benevity-Users Conference 2021 CD 1943 600 Omni TENT $6,000
9/26 AUG 2020 2020 General Atomics Meeting Sales 210 60 Hltn, Omni, Hyatt, & Wstn TENT $3,000
9/26 MAY 2020 Gamma Phi Beta Sales 10 lSO Hltn, Omni, Hyatt & Wstn TENT
9/27 JUN 2020 Jfrog/Swamp Up HB 1025 1000 Omni LOST
9/27 JUN 2020 BMW North America Hotel 365 200 Wstn TENT $4,000
10/1 MAR 2022 AGRIP 2022 Governance & Leadership event 2005 700 Omni TENT $6,000
10/2 JAN 2020 Dassault Systemes UK Kick-Off Meeting event 450 150 Hltn TENT
10/10 FEB/MAR 2022 NWPCA Hotel 1265 360 Omni TENT
10/10 OCT 2020 California State of Outdoor Advertising Assn Sales 40 82 Hltn, 4 Sns, GPP, Omni & Hyatt TENT
10/13 APR 2020 PSOMAS -Principals Retreat Sales 146 55 Omni & Hvatt TENT $2,000
10/14 JUN 2022 CIPA Hotel 650 300 Wstn/Shrtn TENT $4,000
10/16 JUL 2022 REVISED 2022 Fitch Pinnacle EMS Conference event 2195 500 Omni TENT $6,000
10/17 FEB 2020 2020 Medicare Leadership Meeting event 704 300 Omni LOST
10/18 AUG 2020 AH Joint Regional Community Governing Bd & Physician Retreat event 240 150 Omni & Hyatt TENT $3,000
10/21 MAY 2020 2020 Sales Celebration event 179 100 Hyatt TENT $2,000
10/22 APR 2021 CGA Hotel 876 300 Omni TENT $6,000
10/23 FEB 2020 Alex Moscow event 80 so Hltn, Omni, Hyatt & Wstn TENT
10/23 FEB 2021 AmerisourceBergen ION Meeting event 265 130 Hltn, Omni, Hyatt & Wstn TENT $3,000
10/24 MAR 2020 Limeade Engage -RELOCATION FROM PARK HYATT Call 700 300 Omni LOST
10/24 SEP 2020 Syposium 2020 HB 1110 950 Omni TENT $6,000
10/25 SEP 2020 HGI INC CCO Exchan11e event 360 100 Hltn, Omni, Hyatt, & Wstn TENT $4,000
10/26 MAR 2020 SAN DAG Board of Directors Retreat event 88 80 Omni & Shrtn TENT $1,000
10/28 FEB 2020 FVPSA Tribal Grantee Mentoring Meeting event 730 400 Omni, Hyatt & Wstn TENT $6,000
10/28 APR 2021 Danaher Operations Summit event 415 250 Omni & Wstn TENT $4,000
10/28 OCT 2022 AGRIP 2022 Fall Education Forum HB 1020 550 Omni TENT $6,000
10/28 OCT 2020 SafeSend/SurePrep Event HB 660 450 Omni & Hyatt TENT $4,000
11/1 JAN 2022 Instrumentation Laboratory National Meeting 2022 AMEX 1470 340 Omni REGRET
11/1 MAY2020 PolyOne 2020 Wolf Pack -Los Lobos Locos HB 150 60 Hltn, Omni, Shrtn & Wstn TENT $2,000
11/1 SEP 2021 2021 FBI National Academy Associates CA Chapter Re-Training Sales 445 150 Hltn, Omni, Hyatt, Shrtn & Wstn TENT $4,000 Conference
11/6 DEC 2019 Aerie CL T Office event 39 15 Hltn, Omni & Hyatt CXL
11/6 AUG 2020 EH -The Siegfried Group ET WS, NHO/LDP-Julv 2020 HB 588 255 Omni CXL
11/11 JAN 2021 NI Sales Conference 2021 event 350 90 Hltn, 4 Sns, Omni TENT $4,000
11/12 JAN 2020 MHE -CA Team Meeting CD 90 40 Hltn, Omni, Shrtn & Wstn TENT $1,000
11/14 JAN 2020 AmerisourceBenien Glucksmann LT Meetin11 -SAN DIEGO event 84 42 Omni & Hvatt TENT
11/15 FEB 2021 2021 Food Care National Sales Meeting AMEX 1150 350 Omni & Wstn TENT $6,000
11/18 JUN 2020 AACC California Pathwavs College CEOs CD 54 30 Hltn, Omni & Hvatt TENT $1,000
11/18 SEP 2020 Finastra-US Payments Business Forum 2020 event 345 150 Omni, Hyatt & Wstn TENT $4,000
11/18 FEB 2020 The Empowerment Partnership -EYL Training HB 27 100 Hltn, HGI, & Holiday Inn TENT
11/26 JAN 2020 The NLP Master Practitioner Certification Training HB 255 30 Hltn, HGI, Hyatt, Shrtn, Cassara, & Wstn TENT $3,000
11/26 NOV2020 SafeSend/SurePrep Event 2020 HB 465 450 Omni & Hvatt TENT $4,000
11/27 JAN 2020 RFPLUX19 -Luxottica 2020 SGH Zone 9 Kick Off event 22 18 Hltn, HGI, Omni, Cassara, & Wstn TENT
11/27 OCT2020 A Concious Coach lie sales 235 500 Omni, Shrtn & Wstn TENT $3,000
12/2 JAN 2021 Relypsa Natl Sales Meeting HB 1105 275 Omni & Hyatt TENT $6,000
12/7 JUL 2020 Taco Bell Foundation 2020 LiveMas Scholarship Convention HB 1010 550 Omni TENT $6,000
12/9 JAN 2020 US BDM/BPS Meeting (Pall Corp) HB 120 30 Hltn, HGI, HI, & Omni CXL
12/9 OCT 2020 2020 WAFA Annual Meeting HB 105 120 Omni TENT $2,000
12/10 SEP/OCT 2020 TruAmerica Summit event 200 100 Park Hyatt TENT $1,000
12/10 AUG 2020 Cargill Inclusion and Diversity Summit HB 509 140 Omni, Hyatt, & Wstn TENT $4,000
12/13 MAY 2020 Commerce Leaders Exchange event 16 16 4 Sns, Omni & Hyatt TENT
12/19 FEB 2020 BAS New Hire Training Amex-lNTER 70 25 Crtyd, Hmptn, HI, Hmwd, Hyatt Pie, Rsdnc, DEF $1,000 &Stvbrdl!
12/19 SEP 2020 BAS New Hire Training Amex-lNTER 70 20 Crtyd, Hmptn, HI, Hmwd, Hyatt Pie, Rsdnc, DEF $1,000 &Stvbrdl!
12/20 AUG/SEP 2020 CA Medical Assn -Front line Leader Wellness Academy sales 129 100 Omni & Wstn TENT $1,000
12/20 APR 2020 2020 April Retreat event 22 11 Hltn, Cbad Inn, HGI, 4 Sns, Omni, Hyatt, Shrtn,
Cassara PSTPN
12/20 JAN 2023 USPC 2023 Equine Symposium & Convention HB 830 450 Omni & Wstn TENT
12/26 DEC 2020 POL Meetinl! 2020 HB 120 50 Omni & Hyatt TENT $2,000
58,441 23,911 LEADS 98
h De inte Room Nil! ts
COMPANY NAME HOTEL RMN PPL GROUP INCENTIVE? LEAD DATE MTG DATES (Y/N -AMT)
25-Jul 8/25-29/19 24 Hour Fitness Hilton 111 30 $2,000
17-Jul 4/24-30/20 Ventura Foods Wstn/Shrtn 843 250 $6,000
26-Aug FEB 2-6, 2021 League of California Cities Wstn/Shrtn 880 575 $6,000
29-Jul 11/16-22, 2019 USAirforce PH 331 80 $4,000
20-Sep 1/22-2/2, 2022 IMARK Omni 2973 500 $6,000
10/9 6/19-24/20 Charles River Short Course Hilton 401 140 $0
10/29 9/11-16/20 Charles River Biotech Symposium Hilton 549 160 $0
8/30 9/6-12/20 WFRA Rise West Omni 989 500 $0
11/27 4/30-5/3/20 Alliance Consumer Group -ACG Anni Sales Meeting Wstn 282 175 $3,000
12/26 2/12-20/2021 Benevity Users Cont Omni 2017 600 6000
12/26 2/19-27 /2022 Benevity Users Conf Omni 2017 600 $6,000
12/30 3/6-12/2022 NWPCA Omni 1380 500 $6,000
12/20 3/6-13/2020 Best Buy Wstn 748 150 $4,000
12/20 6/7-12/2022 CIPA Wstn 559 280 $4,000
14,080 4,540 DEF LEADS 14
19-Jul
ACTIVITIES SITES/CU ENT EVENTS/ I COMMENTS DATE ACTIVITIES
7/11 Tour of new Wind Mill Food Hall and Carlsbad by Sea Renovations at the hotel and met new staff. Saw Food Hall for off-site option.
7/14-18 Destination West and sales calls In Denver Met with 24 client with 1 lead at the show. Did 7 sales calls and 2 leads
7/22 SITE -FCC Services Hyatt, Omni, and city tour for
7/23-24 Sales calls in Las Vegas Appts with GlobeauxSource and HPN, and haopy hour with HelmsBriscoe (6 reps)
Auq-19
DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS
8/2 SITE -CA League of Cities FEB 2021, 877 RNs, Westing & city tour
8/12 SITE -IMARK JAN 2022, 3942 RNs, Omni, Four Seasons, Hilton, Hyatt, and city tour
8/15 SITE -Financial Health Network MAY 2021, 844 RNs, Omni, off-site venues, and city tour
8/25-28 !connect Marketplace !Attended show in Louisville, had 36 appts, 2 leads
Sep-19
DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS
9/4 SITE -Transwestern Properties APR 2021, 433 RNs, Westing & city tour
9/9-12 IMEX Attended show in Las Vegas, met with 35 appts
9/19 Windmill site and meeting Toured facility and discussed options as group off-site
9/26 Sales Mixer Hosted quarterly sales mixer at the Windmill Food Hall
Oct-19
DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS
10/3 SITE -JFrog JUN 2020, 1025 RNs, Omni & city tour
10/8 SITE -BMW JUN 2020, 365 RNs, Westin
10/9 Sales Committee Meeting at Landings Met with designated representatives from 7 hotels
10/13-15 Connect Med/Tech Attended show in Dallas, met with 31 clients, 3 leads
10/16 SITE -Gamma Phi Beta MAY 2020, 10 RNs, Hilton Garden Inn & Westin
10/22 SITE-NWPCA FEB-MAR 2022 or 2023, 1265 RNs, Omni & city tour
10/23 SITE-ACG JUN 2020, 272 RNs, Westin & city tour
10/24 SITE -Best Buy MAR 2020, 623 RNs, Westin & city tour
10/29 SITE -CGA APR 2021 & 2022, 876 RNs, Omni & city tour
10/29 SITE -Amer Pacific Mortgage SEP 2020, 1110 RNs, greet at Omni
10/30 SITE -CIPA JUN 2022,
10/30-31 SITE -NIOP MAR 2022, 878 RNs, Omni, Hyatt, Westin & citv tour
Nov-19
DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS
11/4 SITE -Benevity User Conf FEB 2021, 1943 RNs. Omni and city tour
11/4 SITE -Trish Quillen, ConferenceDirect Sites of Hilton, Hyatt, Shrtn & Wstn for RBC, Sierra Wirless, other clients
11/5 Meeting with Kris Moriarity, Stone Brewing Reviewed tentative groups for off-sites and options available
11/13 Tour Juene et Jolie Met with salesperson to discuss off-site dining options for groups
11/14 Golf FAM Took 16 Chinese Golf Operators on tour of city w/ VIP access to 4 golf mftrs
11/18 SITE -ABA Forum on Communications Law JAN/FEB 2021, 700 RNs. Omni and city tour
11/19 SITE -CA Teachers NOV 2020 and DEC 2021, 1125 RNs. Omni and city tour
Dec-19
DATE SITES/CLIENT EVENTS/ ACTIVITIES COMMENTS
12/3-4 Connect Pacific NW Attended this 1 day show in Seattle. Met with 26 clients.
12/12-14 Amex INTERaction Attended this 3 day event in Denver. Met 39 clients. Rcvd 3 leads to date.
-
GOALS & RESULTS
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, Orange County, San Francisco, Phoenix) to share Visit
Carlsbad's key messages with target audiences
• Position Carlsbad as an off the beaten path destination for summer travel
local and national outlets due to the destination's diverse offerings, and
family friendly atmosphere, and Southern California approach to wellness
RESULTS
Secured 11 placements in national, regional, and local media, garnering
20,509, 197 media impressions and an estimated ad value of $189,710
• Secured holiday coverage in targeted national and local outlets including
Reader's Digest and Sand Diego Union Tribune
• Thrillist included Carlsbad as an ideal getaway from Los Angeles securing
coverage in one of our key feeder markets
• Secured wellness focused coverage in Well+ Good stemming from 2018
media visit
-
MONTHLY PROPERTY INCLUSION
11
-
MONTHLY THEME INCLUSION
Events & Festivals , 5
12
-
MEDIA IMPRESSIONS, EAV, AND PLACEMENTS
~ YEAR TO DATE MEDIA IMPRESS IONS 208,501,354
°' YEAR TO DA TE EAV $2,485,162.62
• •• .II& MED IA IMPRESSIONS THIS MONTH 20,509,197
• EAV THIS MONTH $189,710
Ill YEAR TO DATE PLACEMENTS 82
~ PLACEMENTS THIS MONTH 11
13
FY 2020 Carlsbad Visitor Center Stats
Foreign Total
US Visitors Visitors Visitors Emails
2019
July_ 592 57 649 180
Au~ 628 100 728 260
Se_pt 576 99 675 268
Ql Total 1796 256 2052 708 -Oct 602 101 703 234
Nov 370 68 438 172
Dec 358 41 399 158 -Q2 Total 1330 210 1540 564
Ql,2 Total 3126 466 3592 1,272
Grand Total 3,1,.26 466 3,592 1,272
Jul-18 604 so 654 276
Aug-18 590 83 673 186
Sep-18 496 100 596 179
Q1 FY19 1,690 233 1923 641
Oct-18 570 72 642 156
Nov-18 370 91 461 115
Dec-18 435 106 541 108
Q2 FY19 1375 269 1644 379
FY 19 Totals 3,065 502 3,567 1,020
YoY%Chg 2.0% -7.2% 0.7% 24.7%
Lodgi ng LL
Phone In Referrals Referrals
93 18 20
88 15 28
97 9 8
278 42 56
74 13 7
98 10 6
79 9 10
251 32 23
529 74 79
529 74 79
81 20 19
82 14 34
73 11 9
236 45 62
69 13 5
74 11 5
62 9 8
205 33 18
441 78 80
20.0% -5.1% -1.3%
EXHIBIT 4
vE/r..l b d cars a
Vol
No. of Vol Hours
52 133
54 125
46 106
152 364
51 120
49 107
46
146 227
298 591
298 591
55 141
58 149
51 136
164 426
59 142
59 113
37 89
155 344
319 770
-6.6% -23.2%
1/7/2020