HomeMy WebLinkAbout2020-10-14; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly ReportsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
CTBID STAFF 3024)
GENERAL
COUNSEL
AB# 10-20-197
Visit Carlsbad
QUARTERLY REPORTS
MTG. 10-14-20
RECOMMENDED ACTION:
Receive reports and provide feedback.
ITEM EXPLANATION:
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
• Quarterly Profit and Loss
At this time group sales and public relations are on hold and the Visitor Center has been closed
due to COVID so there is nothing to report for those for the first quarter of 2020. Attached at the
Exhibits are the digital marketing and profit and loss reports for the quarter ending September 30,
2020. 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 Q1 2020-21
2. Visit Carlsbad Profit and Loss for Q1 2020-21
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
Visit Carlsbad
Q1 FY2.021 Report
A INTERNET MARKETING
ELEVATED
DRIVING YOUR DIGITAL PRESENCE TO NEW HEIGHTS I=SMS*11:401
Keyword FY Q1 '20 FY Q2 '20 FY Q3 '20 FY Q4 '20 FY Q1 '21
1 = Carlsbad 1 1 1 1
Carlsbad, CA 1 1 1 1 1 =
Carlsbad hotels 5 3 3 4 4 =
Carlsbad resorts 2 2 2 2 2 =
Carlsbad
restaurants 4 3 4 3 3=
Resorts Carlsbad 2 2 2 2 2 =
Legoland hotel
deals 23 28 28 22 18 +4
Carlsbad resort 2 2 2 4 3 +1
Carlsbad beach
resort 7 4 4 4 5 -1
Carlsbad spa and
resort 3 2 3 2 4 -2
Source: SE Rankings
SEO: Overall Website Rankings
16
18
13a3e is rue en coith
Oct-0-6 2017 Apr-03 2020
Oct-CQ, 2017
6 rm:-.oith g o
Apr-0 2020
3 IriC,r:,..rt
Source: SE Rankings
A User Engagement Growth
Quarterly Website User Fluctuations
Users ,r VS- Setect a metric Hourly Day Week Month
Jul 1, 2020 - Sep 30, 2020: • Users
Jul 1, 2019 - Sep 30, 2019: • Users
3,000
August 2020 September 2020
Quarterly Goal Fluctuations
+20%
30,804 vs. 25,606
Total goal
completions
+142%
1,606 vs. 663
Clicks on Hotel
Resort Listings
"Book It Now"
+55%
4,729 vs. 3,047
Clicks on Hotel
Resort Listings "Visit
Their Website" hotel
buttons
+28%
6,450 vs. 4,665
Clicks on Other
Listings "Visit Their
Website" hotel
buttons
A Channel Groupings
With the shift in focus to paid media, we're less organic search
traffic, but more success with Display and Social campaign efforts.
Top 5 Goal Completion Sources for Q1 FY2021:
1. Google Organic: 12,561 (-12% YoY)
2. Google Ads: 6,075 (+18% YoY)
3. Facebook Referral: 5,904 (+10,635% YoY)
4. Direct Traffic: 3,311 (+109% YoY)
5. Yahoo Organic: 562 (-36% YoY)
Facebook referral traffic was minimal in Q1 FY2020 at 55 visits, resulting in the large
percentage increase. Organic social posts without UTM parameters typically get bucketed
into m.facebook.com referral traffic in Analytics.
Jul 1, 2020 • Sep 30, 2020
• Organic Search
• Display
IN Social
Direct
Paid Search
Referral
(Other)
Email
Jul 1,2019 Sep 30, 2019
• Organic Search
• Display
• Social
Direct
Paid Search
Referral
(Other)
Email
Source: Google Analytics
RECONNECT WITH
SOMETHING SPECIAL
anc
LEARN MORE
CARLSBAD$
A Paid Search: Carlsbad is Calling
Goole
Search
• Search performance year-over-year has been strong throughout the quarter.
• Stay campaign continued to perform very well July-August with a YoY CPA improvement of +23%.
There was a slight decline in YoY impressions in September, however, click volume was healthy
relative to impressions with an improved CTR by +10%.
• The General campaign showed incremental improvements on traffic with a strong conversion rate,
despite a lower CTR.
Display
• Display campaigns showed consistent growth trends with ad spend and impression share.
• Impressions were reduced by about 7% toward the end of the quarter, with the largest drop-offs for
CTR in user age groups above 45.
• Carlsbad is calling messaging and assets have been performing significantly better than various
general display campaign efforts in effect last year. On similar spend, we are seeing a +76% spike in
impressions with improvements across the board in click volume and CTR.
A Paid Search: Carlsbad is Calling
Facebook
With the CCPA changes rolled out at the beginning of July, we shifted our strategy and
tested Landing Page Views as opposed to Link Clicks as the traffic conversion focus.
Given the limited visibility for CA resident data, we also broke-out CA specific
targeting and the driving distance hotel audience to see how these changes would
affect performance.
We switched over to the CarlsbadisCalling.corn URL for all ads and updated testing
campaigns.
In the beginning of the quarter, we saw increased audience interest year-over-year as
well as user interest in potential travel.
General messaging to the core audience has been the least impacted by slower
September trends based on landing page views, but show that older population
segments accounted for higher traffic costs.
As the CCPA comparison tests continued, we concluded that for Non-CCPA campaigns,
we are seeing better performance based on visible metrics and continued to run those.
RECONNECT WITH
SOMETHING SPECIAL
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LEARN MORE
CARLSB1
i\CALLINu
A Creative a Development: Website Updates
vrsir Ibircarlsbad
Stop NEWSLETTER SIGN UP 74,
HOTELS THINGS TO DO DINING MEETINGS Ct.
a6o Feet
THE PERFECT STAYCATION DESTINATION
CARLSBAD
IS CALLING
Looking for a local getaway? Carlsbad Is Calling with something wonderful around every corner. Perfectly situated between the laid-back vibe of downtown San Diego and the
glamour of Los Angeles/Orange County, the world is at your fingertips, while your toes are in the sand. From luxurious resort stays so casual budget-friendly hotels. Carlsbad has
whatever you need to plan your next visit. Enjoy the most outdoor space and trails in all of San Diego, with a safe and fun environment.
• Updated Instagrann plugin
• Carlsbad is Calling video added to the
home page
Carlsbad is Calling dynamic banners
Source: Goole Analytics YoY Metrics
Sessions Users
+68% +60%
New Users Pageviews
+63% +44%
147,333 vs. 87,753 122,336 vs. 76,284 120,387 vs. 73,741 252,020 vs. 175,642
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EXHIBIT 2
VISIT CARLSBAD
Budget vs. Actual
July - Sept 2020
Income
Total
Budget over Budget % of Budget Actual
700 Public Sources 0.00 0.00 0.00
701 CTBID Revenues 199,999.98 800,000.00 -600,000.02 25.00%
Total 700 Public Sources $ 199,999.98 $ 800,000.00 -$ 600,000.02 25.00%
Total Income $ 199,999.98 $ 800,000.00 -$ 600,000.02 25.00%
Gross Profit $ 199,999.98 $ 800,000.00 -$ 600,000.02 25.00%
Expenses
435 Workers Compensation 2,041.00 0.00 2,041.00
800 Labor Expenses 0.00 0.00 0.00
802 Salaries - Direct Labor 0.00 0.00 0.00
802.2 Visitor Services Manager 7,997.08 39,566.00 -31,568.92 20.21%
802.3 Visitor Services Coordinator 1,799.91 11,459.00 -9,659.09 15.71%
802.4 Volunteer - Paid 0.00 1,195.00 -1,195.00 0.00%
802.5 Marketing Director 23,250.00 93,000.00 -69,750.00 25.00%
806.2 Salaries - Group 0.00 86,909.00 -86,909.00 0.00%
Total 802 Salaries - Direct Labor $ 33,046.99 $ 232,129.00 -$ 199,082.01 14.24%
803 Employee Benefits 3,422.53 0.00 3,422.53
803.1 Employee Paid Benefit 0.00 42,000.00 -42,000.00 0.00%
Total 803 Employee Benefits $ 3,422.53 $ 42,000.00 -$ 38,577.47 8.15%
806 Payroll Tax Expense 2,650.48 20,000.00 -17,349.52 13.25%
Total 800 Labor Expenses $ 39,120.00 $ 294,129.00 -$ 255,009.00 13.30%
804 Workmans Comp 0.00 4,000.00 -4,000.00 0.00%
808 Group Sales Bonus 0.00 10,000.00 -10,000.00 0.00%
900 Promotional Programs 0.00 0.00 0.00
902 Research 0.00 10,000.00 -10,000.00 0.00%
903 OutsideServices 0.00 0.00 0.00
903.1 Interactive Marketing 31,770.30 250,000.00 -218,229.70 12.71%
Total 903 OutsideServices $ 31,770.30 $ 250,000.00 -$ 218,229.70 12.71%
904 Travel & Entertainment 11.50 6,000.00 -5,988.50 0.19%
905 Dues & Subscriptions 3,024.96 10,000.00 -6,975.04 30.25%
906 Collateral Prod. & Fulfillment 0.00 2,000.00 -2,000.00 0.00%
907 Public Relations Events 0.00 10,000.00 -10,000.00 0.00%
Total 900 Promotional Programs $ 34,806.76 $ 288,000.00 -$ 253,193.24 12.09%
908 Group Direct Services 0.00 0.00 0.00
908.1 Technology 0.00 9,000.00 -9,000.00 0.00%
908.10 Coronavirus Recovery Marketing 0.00 40,000.00 -40,000.00 0.00%
908.3 Memembership/Dues 0.00 2,621.00 -2,621.00 0.00%
908.4 Group Incentive 6,000.00 50,000.00 -44,000.00 12.00%
EXHIBIT 2
908.5 Sponsorship/Partnerships 7,571.48 20,000.00 -12,428.52 37.86%
908.6 Marketing/Advertising 0.00 5,000.00 -5,000.00 0.00%
908.7 FAMs 0.00 0.00 0.00
908.7.1 Site Inspections 0.00 5,000.00 -5,000.00 0.00%
Total 908.7 FAMs $ 0.00 $ 5,000.00 -$ 5,000.00 0.00%
908.8 Travel & Entertainment 0.00 9,500.00 -9,500.00 0.00%
908.9 Tradeshows -8,500.00 35,000.00 -43,500.00 -24.29%
Total 908 Group Direct Services $ 5,071.48 $ 176,121.00 -$ 171,049.52 2.88%
950 General Administration Expenses 0.00 0.00 0.00
951 Bank Service Charges 0.00 500.00 -500.00 0.00%
952 Equipment Rental & Replacement 872.86 1,000.00 -127.14 87.29%
953 Facility Repairs & Maintenance 0.00 500.00 -500.00 0.00%
954 General Liabilty Insurance 970.00 1,000.00 -30.00 97.00%
956 Office Supplies 187.18 2,000.00 -1,812.82 9.36%
957 Postage 0.00 100.00 -100.00 0.00%
958 Taxes - General 84.64 150.00 -65.36 56.43%
959 Telephone 771.23 10,000.00 -9,228.77 7.71%
960 Professional Services 1,500.00 6,000.00 -4,500.00 25.00%
961 Volunteer Program 25.09 500.00 -474.91 5.02%
962 Miscellaneous Expenses 166.65 1,000.00 -833.35 16.67%
963 Utilities 178.64 3,000.00 -2,821.36 5.95%
964 Computer Expense 269.00 2,000.00 -1,731.00 13.45%
Total 950 General Administration
Expenses $ 5,025.29 $ 27,750.00 -$ 22,724.71 18.11%
Total Expenses $ 86,064.53 $ 800,000.00 -$ 713,935.47 10.76%
Net Operating Income $ 0.00 $ 113,935.45
Other Income
1002 Carlsbad Recovery Mktg Income 250,000.00 0.00 250,000.00
Total Other Income $ 250,000.00 $ 0.00 $ 250,000.00
Other Expenses
1000 Carlsbad Recovery Mktg Expense 1,548.55 0.00 1,548.55
Total Other Expenses $ 1,548.55 $ 0.00 $ 1,548.55
Net Other Income $ 248,451.45 $ 0.00 $ 248,451.45
Net Income $ 362,386.90 $ 0.00 $ 362,386.90