HomeMy WebLinkAbout1993-01-05; City Council; 12018; CCVB 1991-92 4th quarter report*
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AB # 1'2.; 01 8 TITLE: DEPT. I
MTG. -!U&5/93. CARLSBAD CONVENTION AND VISITOR'S BUREAU CITY A'
DEPT. FIN FOURTH QUARTER REPORT FOR 1991-92 CITY MI
RECOMMENDED ACTION:
Accept and File Report
ITEM EXPLANATION:
The Carlsbad Convention and Visitois Bureau (CCVB) has submitted their fourth quarterly
report for the fiscal year that runs from October 1,1991, through September 30,1992. This
report covers the period from July 1,1992 through September 30,1992. Revenue received
by the CCVB for the period totals approximately $70,000, while expenses total $55,000,
resulting in an excess of revenue over expenditures of $1 5,000. The excess of revenues over
expenditures was anticipated, as the third quarter report reflected a revenue deficit of
$15,000.
Nearly 90% of the expenses incurred in the fourth quarter were within two categories:
1) administration expenses at $35,000, and 2) advertising expenses at $14,000. Other expenses included familiarization trips, special events and travel shows.
As shown in the table below, revenues from the City of Carlsbad totaled $59,000 during the
fourth quarter. Of the $59,000 in City revenues, $30,000 was in the form of monthly
receipts for administration. The last portion of eligible matching funds, $7,000, were
received in July, 1992, and $22,000 in program funds were received throughout the fourth
period. AU expenses for the fiscal year were incurred throughout the period. Several
program payments, totaling $49,000, however were not requested and paid until October
and November, 1992.
A total of $11,000 in revenues was received from sources other than the City, and include
the County of San Diego, $6,000 and the Co-op program with hotels, $4,000. The County
of San Diego revenue is the result of the receipt of a grant by the Board of Supervisors to
supplement the cost of marketing travel programs beyond the borders of Carlsbad.
Carlsbad Convention and Visitors Bureau Total Revenue through September SO, 1992
1st 2nd 3rd 4th WTD BUC
Quarter Quarter Quarter Quarter Total Amc
CCVB Revenue From City
Administration =,o 30,000 29,000 30,000 118,000 118
Matching Program 0 6,000 12,000 7,000 25,000 25
Unrestricted Program 0 11,000 0 22,080 33,000 82
Total City =,o 47,000 41,000 59,000 176,000 225
Other Revenue 6,000 12,000 8,000 11,m 37,000
Grand Total $35,000 $59,000 $49,OOO $70,000 $213,000 $225
Values rounded to the nearest thousand
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Page Two of Agenda Bill No. j 8 ! 0 1 *
Activities occurring during the fourth quarter included a Carlsbad tour for six travel writers
and attendance at travel and trade shows in Los Angeles and British Columbia.
FISCAL WACX
The City's agreement with the Chamber of Commerce established $225,000 as the total
amount of funding, with $118,000 designated for administrative costs and $107,000
designated for programs. Of the program funding, $25,000 requires matching contributions
balance carried over into the 1992-93 budget. All budgeted funds totaling $225,000 for the
1991-92 fiscal year have now been paid to CCVB.
mm:
Fourth quarter report from the Carlsbad Convention and Visitois Bureau for fiscal year
1991-92, dated December 2, 1992.
from other sources. These amounts were appropriated within the 1991-92 budget, with the
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~RLSBAD CALIFORNIA
December 2, 1992
Debbie Neville
Finance Dept.
City of Carlsbad
1200 Carlsbad Village Dr.
Carlsbad, CA. 92008
Dear Debbie :
Attached is a synopsis of the major activities of the Carlsbad Convention and
Visitors Bureau from July 1 - September 30, 1992.
If you need additional information, please let me know.
Senior Management Analyst
Encls.
Carlsbad Convention & Visitors Bureau P.O. Box 1246 Carlsbad, CA 92018-1246 (619) 434-6093
Dn ision of the Carlsbad Chamber oTCommerce
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July 1-September 30, 1992
INCOME
City of Carlsbad $58,869.92
County of San Diego 6,307.25
769.90 Sales of items in depot Co-op program with hotels 3,945.65
Interest on bank account 54.95
Special promotions 22.00
Total Income $69,969.67
EXPENSES
Administration $34,513.29
Advertising 13,520.70 Video 936.71 Travel Shows 1,325.00
Brochures 0.00
Fam Trips 2,000.00
Special Events 3,000.00
Total Expenses $55,295.70
Programs
ACT1 VITIES
July:
Supervisors to supplement the cost of marketing programs that benefit
merchants and fill hotel rooms beyond the borders of Carlsbad.
July: The North County Tourism Marketing Group was awarded a $42,000 grant b]
the San Diego County Board of Supervisors to promote North County as a tourisl
destination. The Carlsbad ConVis administers the funds for this organization and Steve Link is the president.
August: Six travel writers, representing such publications as New York Post, Travel and Leisure, and the Chicago Tribune were hosted by La Costa.
highlight of their visit was a hot air balloon ride over La Costa.
August:
La Costa.
The ConVis was awarded a $7,000 grant by the San Diego County Board of
ConVis staff took them on a tour of the Village with a lunch hosted by Neimans, The
ConVis staff assisted in the promotion of the Mazda Tennis Classic ai
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September:
aimed at Japanese-owned travel agencies and tour operators.
September:
British Columbia. They sponsored trade shows in Victoria, Vancouver and
Keloma.
September: The ConVis published 6,000 brochures listing hotels and merchants
in North County offering discounts to Canadians. The brochures were paid for
with county funds.
July-September:
writers to Carlsbad.
Steve Link manned a booth at a travel trade show in Los Angeles
Cleta Wright participated in the California State Sales Mission tc
The trip was paid for with county funds.
Carlsbad received a great deal of coverage in newspapers and magazines during the summer months resulting from our program to bring travel
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'VISITOR' INFORMATION SUMMARY
July 1, 1992 - October 1, 1992
CA. resident Out of CA Foreigm Total foi
visitors visitors visitors month
JULY 780 1302 404 2486
AUGUST 991 984 408 2383
SEPTEMBER ._ _. .. 918 - 739 416 2073
3 month totals 2689 . 3025 1228 694 2
Above figures represent ohe member o!f family and/or group
*
JULY August Sept. TOTALS
Phone inquiries 1781 1393 1396 4570
Mail outs 114 6 899 473 2518
Travei agent
mail outs 120 f 115 163 398
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W CONVIS
Carlsbad featured in a variety of publication
summer. The tfme and effart beach and Neimans all photo-
Carlsbad has received an extraor- September and January. Inter- golf enthusiasts.
dinary amount of coverage in spersed throughout the feature are Several other publications also
magazines and newspapers this color photos of the flower fields, featured Carlsbad recently. Amp
expended to bring travel writers to graphed by Steve Link, ConVis newspaper published in British
Carlsbad is paying big dividends. manager. Columbia. The author connecta
story of the discovery of minera
Physician's Travel & Meeting Guide, water in Carlsbad a century ago
and Vacations, a Japanese magazine with the present day spa at La C
Resort. each featured Carlsbad. The author
of the five-page feature in the Another feature was publishec
magazine aimed at physicians was In Flight, a world-wide newspar
effusive in his praise of Carlsbad. aimed at small aircraft owners a
The author states, for example, operators. The feature recommc
While most visitors choose to stay a flight to Carlsbad for a specia
with the crowds in Anaheim or vacation destination.
downtown San Diego, the smart "It is difficult to put a dollar 1
travelers are beginning to discover on these articles," said Link. "r
Carlsbad's uncrowded alternative.'' purchase the space would have
The feature is timely because it about $l00,0o0 but the credibili
includes a list of six medical conven- the writers makes it more valu;
them was a German language
Two prestigious magazines, "While the magazine is aimed at
physicians, the first phone call we
received was from a minister in
Missouri who had seen the feature
and wanted to book hotel reserva-
tions," said Cleta Wright, ConVis
director of public relations.
The stylish Japanese magazine,
Vacations, has a circulation of 70,000
subscribers in Japan. They receive it
free, but must prove they have an
annual income of more than
$lOO,OOO. The extensive article
recommends Carlsbad as a great
vacation getaway for Japanese
tions sIated for San Diego between executives, especially those who are than paid advertising,"
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ConVis coordinates regional
tourism marketing programs
For the second year, the Carlsbad
ConVis has been selected to admin-
ister the programs of the North
County Tourism Marketing Group.
The organization develops
regional marketing programs to
enhance tourism to North County. Programs planned for this year
include participating in travel trade
shows in Phoenix, Los Angeles and
Anaheim, sponsoring sales blitzes
to travel agencies in selected cities,
plus advertisiw in various newspa-
pers and magazines. The popular
facilities guide will also be ex-
panded and republished. The guide lists the amenities of the hotels in
North County. More than 16,000
were published this past spring and
mailed to all of the major travel
agencies in the Western U.S. and
British Columbia.
The Marketing Group is governed
by a board composed of representa-
tives of the communities of Carls-
bad, Escondido, Oceanside, Sa
Marcos and Vista. Steve Link, ConVis manager, is the coordi
of the board. This is the sixth y
the group has received funds f
the San Diego County Board o
Supervisors. In June, the super
allocated $42,000 to the organi
tion.
"Our activities are designed
complement and enhance the
marketing programs conductf
communities, attractions and '
in North County," said Link. '
marketing has more impact ai
more economical for all."
The group's annual marketii
gtrategy session is scheduled j Wednesday afternoon, Sept. T
San Marcos Country Club.
About 100 people represent
hospitality industry in North
County will discuss the pro@ proposed by the group's govc
board.
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W CONVIS
Japanese trdel market targeted at trade show
The Carlsbad ConVis particii
in a Sept. 16 Los Angeles trave
trade show aimed at the Japanc
market.
Organized by the San Diego
ConVis, the trade show/recept
was designed to build better WI
ing relationships between San
Diego’s hospitality industry an
Angeles-based Japanese travel
agencies and tour operators.
The site for the event was a la banquet room at the Biltmore I The room was decorated in a gc
theme and people manning the
table-top displays wore golf atti
Besides the San Diego ConVis
Carlsbad ConVis, 34 businesses
manned displays. The Carlsbad
was well represented. La Costa
Resort and the Golf Academy a’ Aviara had displays as well as
SeaJet Cruise Lines of Oceansid More than 90 people represen
38 Japanese companies collectec
literature and talked to represen
“We provided each company 1
Our tourism video dubbed in
Japanese,’’ =id Steve Link, con’
asked for a second video; one fo
about - promoting -- Carlsbad as a destination for Japanese tourists.
More writers discover Carlsbad tives of the hospitality industry.
manager. ”Some of the compani
Six travel writers, representing
such publications as: New York Post,
Trmel ad mure, and the chicago
Resort and Spa for four nigh& this Tribune were guests of La Costa
past month. cOnvis staff had the oppo~u,,ity
to meet with them several times during their stay. On the final day
of their visit, the ConVis took them
on a hot air balloon flight over the
La Costa area followed by a tour of
the Village and lunch at Neimans.
”This working relationship with
La Costa Resort is beneficial to
everyone,” said Cleta Wright,
ConVis director of public relations. “The ConVis benefits by being able
to meet travel writers who may
overlook Carlsbad in their travels.
And La Costa benefits by being able
broader view of the ambiance of the
area where the resort is located.”
their local agents and one for thr
office in Tokyo. I am sure the vi4
.will give Carlsbad a boost in Jap Meg@e Finnigan, who translat
and narrated CarlSbad’s video ir
Japanese, assisted Link at the evc
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Visiting travel writers prepare to go to provide the writers with a
aloft in a hot air balloon atfirst
light of dawn.
e CONVIS 1
N. County targets Canadians with discount directory
0
.
Cleta Wright, ConVis certificates for director of public
relations, traveled to
British Columbia in North County. mid-September to
promote Carlsbad and individual tour North San Diego County as a great place
to escape cold winter
weather and take Administration in advantage of its new
Discount Directory. abundant supply of
She joined 40 other
people representing California communities distribute. and attractions on a Tour and Travel Administration in Vancouver, CUSSeS NOrfh' To further help
sales mission
sponsored by the
California Office of Tourism and the
California Tourism Corporation.
Representatives from Sea World,
Hotel Del Coronado and the Villa
Marina (Oceanside) were also on the
trip from San Diego County.
to Victoria, Kelowna and
Vancouver, British Columbia.
Kelowna, northeast of Vancouver, is
one of the fastest growing cities in
Canada. In each city a mini-trade
tour operators, and writers for
travel publications and the local
news media in attendance.
County Facilities Guide and
community brochures, Wright '
distributed the new Discount
Directory for Canadian visitors. The
directory listed all the North County
hotels offering discounts through
the state program, a short
dcscription of the various North
County communities, plus a list of
local retail shops, restaurants and
attractions that are offering
discounts to Canadians.
Canadian travel agents
adding to exposure for
Wright also called on
operators and visited the United States Tour
and Travel
Vancouver, leaving an
brochures and
directories for them to
San Diego County with Cleta Wright. market North County,
an ad was placed in the
offering a remedy to offset the value of their dollar. Everyone I spoke to thought it was a terrific idea."
La Costa's Ristorante Figaro and
wild Animal Park provided @ft
September issue of the Canadian
Traveler Magazine.
This promotional campaign in
Canada is funded in part by the San
Diego County Board of Supervisors.
The sales mission took the group ' I
4
show was hcld, with travel agents,
In addition to the North San Diego
"'I was so excitcd to be the only 8 1 rcprcscntative at the reception to !
have such a directory," said Wright
enthusiastically. "It was like having
a personalized calling card inviting
n the Canadians down to our area
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