The URL can be used to link to this page

Home My WebLink About1994-05-17; City Council; 12713; CCVB 1993-94 2nd quarter reporta 3.8 3 0 332 Qm CL A?*? z I- o 0 a 5 2 3 0 0 Cl@ OF CARLSBAD - AGEV BILL I AB# lai‘?13 TITLE: DEPT MTG, 5/17/94 CARLSBAD CONVENTION AND VISITOR’S BUREAU CITY DEPT. F“ SECOND QUARTER REPORT FOR 1993-94 CITY RECOMMENDED ACTION: Accept and file report. ITEM EXPLANATION: The Garlsbad Gunvention and Visitor’s Bureau (GGVB) has submitted their sewnd quart report for the period from January 1 through March 31, 1994. Income during the second quarter totaled approximately $63,000, of which $58,000 I 92% represented payments from the City. The second largest source of income to tt CCVB came from the hotel co-op program at $4,700 or 7% of total proceeds. Second quarter expenses totaled $60,000, of which $33,000 or 55% were f administration. The remaining $27,000 in expenses were for programs, of whic advertising is the largest single outlay in this category totaling $15,000 or 57%. Tt second largest expense was for hosting fam trips at $5,000, followed by attendance travel shows, $3,000 and promoting special events at $2,000. Included in the attached exhibit is a Visitor Information Summary for the second quart of 1993-94, as well as one for the previous program year. A comparison of these tv summaries indicates that the number of visitors to Carlsbad’s Visitor’s Information Bure offices during the second quarter increased by 1,005 from the previous year. FISCAL IMPACT: The City’s agreement with the Chamber of Commerce established $205,000 as the to amount of funding for program year 1993-94, with $1 19,000 designated for administrati costs, and $87,000 designated for programs. Of the program funding, $25,000 requir matching contributions from other sources. These amounts were appropriated within t 1993-94 General Fund budget. To date, the CCVB is operating within the allowed budg EXHl B ITS: 1. Second quarter report from the Carlsbad Convention and Visitor’s Bureau for fiscal yc 1993-94, dated April 26, 1994. 0 0 EXHIBIT Aari' 25, 1994 De335ie Seville S e n i or ?la n a g e me n t Ana 1 ys z Finance Dexxtment City of CarkiSa6 1200 Carlsbat. Vii-age Dzive Carlsbad, CA 92008 Dear Debbie: Rttac2ed is 3, synopsis of LIE naj!~r acr,lvir;ies or the Carisbaci Ccnvention ( If you nee2 adcit:ona- :n:ornation, please let me know. Sii?cereiy, Visitors Bureau from January 1 - Yarch 31, 1394. -. Znc's. Gz.Pis,be& csnoen"fon & visitors Bureau ?oQo Box 1243 0 @E!T'_sbZ.J, 68 92018-1246 O (619) 434-6093 1111 ision ot ;he Carlsbad Chamber of Commerce 1 0 January 1 - Eiarch 31, 1994 I WCOM'E City of Carlsbad $58,133.3 -0- County of Ssn Diego Co-op program with hotels 4,684-0 253.2 Sales of items in depot 111.7 Interest on bank account Total Income $63,221.2; Speciai promotions 40.0 E XP E ?I s E s Administration $32,849. Or Programs Advextising 15,263.4: Video -0- Travel Shows 3,039 -9' Erochilres 1,30i.1( 9osting Fam Trips 5,163.8: 2,200. ei Total Expenses $59,837.3; P r orriot i nq S pe c i a i Eire nt s -1- 1 0 0 ACT I VI TI E S January 21-23 Carlsbad and Oceanside split the cost of a booth at the Seati Travel Show. More th.an 15,000 Seattle residents including st hundred travel agents attended the shov. January 21-23 ConVis volunteers manned a hospitality booth at the registrat area of the San Dieso Pfarathon. The ConVis recruited a score other volunteers for a wide variety of duties in staging the Earlier, the ConVis helped r6ce organizers comi?i!e photos an6 narrative for a souvenir book given to each runner. FebruaEy 1-3 Steve Link, ConVis manager, Cleta Wright, ConVis director of reiations , and Hope Vrisley, who chairs the ConVis Advisory attended the Governor's Conference on Tourism in Sacramento. Officials of the California 9ffice of Tourism led. discussions trends in tourism and. other topics. February 5-6 Steve Link, ConVis manager, Carol DuDeck, Carisbad inn sales director, and Bonnie Tekstra, Tamarack Beach Resort sales dir manned the Carlsbad Sooth at the Orange County Trave? Show. than 18,000 Orange County residents, including several hundre travel agents, atteneed the show. February 18-23 Cleta Wright, accompanied by Carol DuDeck and Bonnie Tekstra, manned the Carlsba6 booth at the Phoenix Travel Show. About Phoenix residents including several hunclred travel. agents att the show. February The CanVis nailed a news release about the flotrel: fields to 3 newspapers and invited them to contact us for color slides an1 prints. Many did. March 4-6 Steve Link and Cleta Wright manned the Carlsbad booth at the Travel Show synsorec! by American Airlines. More than 3,500 agents from throughout the U.S. attended the show as well as 10,GC0 Dallas ares. residents, March 26-27 ConVis assisted in a variety of ways in the arrangements for i CarlsSad 5000, %e Coniris recruited a score of volunteers foi vide variety of duties in staging the race. Literature about race was distributed at a11 recent trade shows the ConVis Part i c ipate6 i~. As a result of our travel writer pnogram, articLes about Carl: appeareci in several pubiicakions during this period. These included ari article about Alt Karlsbad in Canada's Financial i an articie in the ?ziceCostco Connection the publication distributed at Price Clubs and Costco stores. A iengthy travi about Carisbad vas also inserted into Compuserve, a nationwid? computer service. 0"zer "1 a-"' L~;~~es - appeared iri the Orange Count Recjisteer, Torrance Daliy Breeze and the San Diecjo Business JOL J a nua r y -Ma L c h .- -1- e e VISIT33 IXFOWATION SW~RY January - March 1994 CA. resident Out of CA Foreicn Total vis icz rs visitors visitors mcntl January 4 64 996 135 1595 February 503 1098 173 1774 March 663 1168 155 1986 3 month totals 1630 3262 463 5355 Above figures represent one member of family ane./or group JANUARY FEBRUARY March TOTUS Phone inquiries 1560 1600 1925 50 Mail outs 980 1025 1187 31 Travel agent mail outs 150 130 160 4 m W VISITOR INFORMATION SUMMARY January 1, 1993 -- April I, 1993 CA resident Out of CA Foreign Total for visitors visitors visi tors month January 383 489 134 1,006 February 503 936 257 1,498 March 528 1,092 226 1,846 3 month totals 1,414 2,517 617 4,350 Above figures represent one member of family and/or group. January February March Totals Phone inquiries 1,390 1,498 1,470 4,358 Mail outs , 633 79 6 995 2,424 1 Travel agent mail outs 19 0 188 155 533 -4- ..- e San Diego Marathon slated for Jan. 2 The San Diego Marathon is expecting over 16,000 feet to line up at the various starting lines on race day -Jan. 23. "Entries as of Dec. 1 are over twice the number received "For many, this will be their first visit to Carkbad. Tht Marathon gives us an opportunity to showcase the charm of our community." - CLETA WRIGHT OF CONb by that same date last year," reports Operations Director Ellen Flanagan. The increase in numbers is attrib- uted to a combination of aggressive marketing as well as the very positive press the event received last year. sented by Creamette Pasta and Zealand and Australia. marathon and the 13.1-mile half marathon, the weekend will include a variety of other events.starting with the brand new Kids Mini Marathon on Saturday at 9 a.m. Activities that combine fun and fitness for kids 10 and under will be the focus of the morning. Also new this year is a fast 5K that runs through the Village and finishes to the fun and excitement of the marathon finish line. Last year's five-person Team Relay is back and this year offers 25 divisions, a team party on Friday, Jan. 21, and a Pizza Hut Reunion Party at the finish line. The All About Fitness Expo, featuring more than 70 vendors, will be open all weekend at the start/ finish line at the Plaza Camino Real mall. The Expo is free to the public. And the Vons Carbo Dinner pre- Classico is a great all-you-can-eat bargain on Saturday, Jan. 22. KOW FM will entertain hungry runners with music, prizes and line dancing lessons. The ConVis will be manning a hospitality /informa tion table all weekend at the Expo. "We will help people find hotel rooms and answer questions about things to see and do during their stay in Carlsbad," said Cleta Wright, ConVis director of public relations. "For many, this will be their first visit to Carlsbad. The Marathon gives us an opportu- nity to showcase the charm of our community." More than 2,500 volunteers are required to produce this annual event which brings runners to Carlsbad from over 40 states an( number of foreign countries incl ing Mexico, Canada, Poland, NE For entry forms or to find out you can get involved call In Mo at 929-0909. Entry forms and volunteer forms are also availak the Visitor Information Center i old Depot. In addition to the 26.2-mile popular Dining Guide. The guide lists 126 eating establishments, including fine restaurants, specialty coffee shops, ethnic restaurants and fast food establishments. The brochure is available at the Visitors Information Center ir Wrisley selected host of the year Hope Wrisley has been selected to budgets and policy," said Steve Link, ConVis manager. ConVis activities such as the two LEGO public events at Pea Soup Andersen's and at Carlsbad Inn last April." Wrisley has resided in Carlsbad for almost 30 years and is a member and Carlsbad CARES, an organiza- tion actively supporting the LEGO Family Park. Last year's winner was Carol DuDeck, sales manager for the Carlsbad Inn. "The brochure is popular with visitors to Carlsbad," sai "Visitors can easily see the wide range of dining opportu nities offered in Carlsbad. Many tourists are intrigued b: the variety of restaurants and receive the Host of the Year award Dance in January. The award, sponsored by ConVis, annually recognizes a person for his or her support of ConVis programs and in other ways working to enhance Carlsbad's hospitality industry. of Rotary, the Big Bang Committee during their stay." Wrisley, a partner in A World of Travel in the Village, has chaired the ConVis Advisory Board for the past two years. "She does much more than guide the board in developing ConVis 16 january, 1994 Carlsbad BusinessJournal at the Chamber's Annual Dinner "She is an active volunteer in Steve Link, ConVis manager. Each time the brochure is reprinted, ConVis staff contac each restaurant to verify the information listed. The 13,OOC copies last about eight month agents, escaped the cold drizzle long enough to attend the Seattle Travel Show, Jan. 21-23. There they were greeted by ConVis manager Steve Link and a rcpresentative of the Oceanside Chamber of Commerce who told them about the sun-splashed beaches of San Diego's North Coast. 'This is the third year that Carlsbad has participated in the travel show. us in this project and share cx- pnses," said Steve Link, ConVis rnanagcr. "When the points of, !.iterest of the two communities are combined, the north coastal region is very enticing to Seattle area res id en t s . " Alter months of cold drizzle, many were eager to travel south for warm weather and sunshine. "We also urged them to include San "We approached Oceanside to join Steve Link and Werner Von Gundell talk to Seattle residents about vacation ing in Carlsbad and Oceanside. Diego's iiintrdry north if they coast were on planning their travel a or San Dicgo,"said Link. Mercedes Championshi attracts record crow business trip to either Los Angeles The two cornmunitits also pur- ch'3ised an 'id in a newspaper insert households prior to the show. "The Scattle region is a viable market for our promotions," said Link. "Data shows that of the 32 million visitors to California in 1992, Arizona led the list with 11 million and Washington was second with 9 million people." The Mercedes Championships at managing director of the resort. crowd of more than 118,000," he said. The tournament had the widest media coverage ever. ESPN and ABC Sports televised the action nationwide with NHK broadcastir live to Japan. Additionally, the largest array ever of journalists covered the event, representing such publications as Sports Illus- trated, New York Times, USA Today and more. "The course and our weather looked absolutely beautifi to the millions of television view- ers,'' said Mike Crosthwaite, tourn ment director. "I am sure it made the viewers eager to come visit." tiut was distributed to 250,000 La Costa Resort and Spa in January "The tournament attracted a recorc was the most successful one ever, according to DarreII Sheaffer, f Merchants, restaurants and hotel throughout Carlsbad did a brisk business with the throng of golf enthusiasts here for the tournamer Axor ding to San Diego L: d rei :tc !I officials, the :hoddncis of runners who gdthered at sunrise on Jan. 23 were very pleased with r drkbdd's cool coastal an information kablc Expo Friday dftemc day Saturddy aitd S morning, answerini array of questions a the race and Carlsb< right dircctioii, kt! Scst. By mid-morning, the oright sunlight provided >hirt-slceve weather for :he spectators to view the fi ni sher s. About 6,000 people mnpeted in either the !i;'ird thon, half marathon, A iLeeich;lir competition, 5K run/ walk and kiddie rate, including 50 relay teams representing busincsses .~:>,d riic city. The 5K run/wdlk dnd kiddie race were ~~ccc'53iuI new additions to this year's race. Wright, ConVi3 dlrc public relations. "W helped with ecerytr from hotel rescrvati charting out travel i tions to and from th start/finish locatlor heard dozens of wo comments about !ill quaint village {tmu and the beauty of our coastliw." Besides the merchants, restdurants d:id ho~c!~ ti benefited from the thousands of visitors, the mar, also enabled 15 local charities to raise funds. ConVisvoIuntrrr-s work information boothfor marathon. Co;7V1s staff, aided by a corps of volunteers, worked at iter for we s e W a y s visits Carlsbad "My style is to write articles in first person," explained Laurel Delp, a Westwuys magazine writer who spent two days in Carlsbad in mid- January. "I relate my experiences in browsing through antique stores and visiting points of interest." She spent several hours strolling through the Village and ConVis staff gdve her a tour of the area. The Carlsbad Inn provided complimen- tary dccoinrnoda tions. "We are anxious to see her article, which is scheduled to be published in a few months, said Cleta Wright ConVis director of public relations. W:t.~iwuys is distributed to almost 5000,01N members of AAA in Southern California. Caiiiornia's tourism industry is not conceding defeat to natural Go". Pete Wilson pointed to the success sf bringing LEGO to Carlsbad as evidence that the state is overcoi ing its anti-business image. He described the LEGO decision as the first major success of the Beam Califor. nia approach to attracting companies to California. disasters or the recession. :it& iiil riiwts of the travel industry i.'our hundred delegates represent- :i)Llt ii.1 Stcramento last month for {hc 1 i iii dnnual Governor's Confer- uiicc oi 1 'l'ourism. They were up 4.,,4 .<I ii <. ort ii wide range of topics 111 ~g California's tourism ing.its anti-business image. He described the LEGO decision as the first mapr success of the Team California approach to attracting companies to California. This approach involves forming a team of officials from selected state agencies with local and county officials to respond quickly and effectively to questions from out-of-state companies seeking a site to locate their business. State officials pointed out that the campaign to attract LEGO took two years of hard work. And while LEG0 will produce about 800 jc 30-second earthquake eliminate 4,000 jobs in Los Angeles. The problems in Los Angeles i challenge California's marketin) programs in the coming year. "Good marketing can quickly overcome one catastrophe but tl civil unrest, fires, floods and no1 the earthquake have severely eroded the sun and surf' image o Southern California," said John Poimiroo, California's Director c Tourism. State officials describec number of marketing programs are being conducted to counter ! negative news about Los Angelc The California Office of Touris unveiled a new advertising cam paign built around a series of television commercials to be airc nationally. They also announced plan to establish a statewide superfund of approximately $25 tourism marketing programs. Tt year the state legislature budget1 $7.3 million to promote tourism. While this is the largest amount budgeted, California still ranked 16th in funds for tourism promo tion, behind Minnesota. The superfund would be similar to tl marketing fund established for t state's dairy industry where corn nies within the industry are char a fee that is earmarked for statew marketing programs. Attending the conference were Steve Link, ConVis manager; Ck Wright, ConVis director of publi relations and Hope Wrisley, whc chairs the ConVis Advisory Boar ti's were briefed on trends :ii !ourism, who the visitors are, .,\,hex ih,!y go and other topics. : .i~riw~~ is a $54 billion industry in ,. Ji:wii'i, employing more than i jjwple and geiierabng more 3 billion in state and local tax % ,.I. .J:,[c.b Vv'ilson, in a speech to .- k.> '"'L'ii t i E. pointed to the success of i;ringiIlg LEGO to Carlsbad as L,I.*icicnce that the state is overcom- million a year to enhance the sta I 1 41 Of the dozeri travel shorir'> i:i- tended by ConVis each year, tk Orange County arid Phoenix tr, shows each l-'dx-uary are cim~~> most productive. A total of mol than 30,000 people attended the two shows in Carlsbad's best At tach sho~, mure than ?Oil cxhibitors, representing such e, destinations as Singaporc, ihc Bahamas and, of course', Cdrlst vie for the attention of the crov Hundreds of travel agents and thousands of people stroll the d collecting literature and 1is;Cij t people extol the amenities of th destination "When pec\pli, cornc to OUT b( tor a C'irlsbai! brcxhuri, ii C' JL) tiwy clre usmlly clutch!!ig g!:t~ brochures from cruise lines c~l:c pricy overseas destinations " M Steve Link, C(1i:V:s :n?ni:g-.r ''I tew months !r(>lit i\c)vv', I> pldn their ~:~!t~l~cr I <~.,~cI,J,>, 1. , e Link, ConVis manager; Carol DuDeck of Carlsbad Inn; and Bonnie Tekstra of Tamarack Beach Resort. Carlsbad brochure wiH risc LL) ii top. Cdrlsbnd I> clox, ciffo:ciLit)i '11~d ~pp~.~li~~g <>\ .I fai~i~lv ~btcsl I dcstiildtIor~ "We pldccd 3 IittlL? LLGO '0) distance runners are packing their bags for a trip to Carlsbad to compere in the ninth annual Carlsbad 5000, the premier 5K race in the United the booth and that piclucd their iiitcr~'s1 in Cclrisbdd even inwe flattering that x, many people throughout the Southwest are a of LECO's decision to build L. t,i ,lark II\ Girlhad," said LAIIL More than 9,000 runners are expected to compete in the two days of races scheduled for the weekend of March 26-27. Almost 1,ooO more runners will compete this year compared to 1993. This increase has nwJc it necessary to split the men's 39 years and under race into two race>. 1 While the addtd race will extend the closure of some downtown streets i an extra half hour Sunday morning, the additional runners plus their I families and friends will insure that shops and restaurants will tx CWII busier than last year. About 3,000 youngsters will compete in a series of 10 races Saturday morning. Distances range from a 25-yard diaper dash to one mile. Every child will be a winner and will be presented with a medal. The races will be recorded by ESPN and televised nationwide three times in April. Race application forms are available in the Visitor Information Center in the &pot. More than 600 volunteers are needed to insure a smoothly run event. So, if a 3.1-mile jaunt is not your cup of tea, share in the excitement by working as a volunteer. For information, contact the Depot at 434-6093. I i Carlsbad continues to receive media attent While the spring blooming of the flower fields generated the most press coverage of Carlsbad in February and March, several articles were on other topics. "The articles are not happenstance,The ConVis hc !- more than, two dozen travel writers annually as thej gather information about Carlsbad. " An article in Canada's Financial Post focused on the discovery of the mineral waters a century ago and described the Village as it is today. Alt Karlsbad. With 2OO,OC)() subscrib- - STEVE LINK, CONVIS MAh when a travel writer submitted a about Carlsbad long after th submitted the travelogue to Compuserve visited Carlsb; April 1991.,, In addition to working wil writers, the ConVis periodic sends news releases dircctlj publications and broadcast : Approximately 3oo newS re were sent announcing the b. of the flower fields, for exan More than a dozen newspaF have published the release s The article included a color photo of lengthy trave1ope about Car'sbad The effort pay,j off. me writ to Cornpusewe. Computer enthusi- asts throughout the nation, who subscribe to the service can access information about Carlsbad at any time. "The articles are not happen- stance," said Steve Link, ConVis manager. "The ConVis hosts more than two dozen travel writers annually as they gather information about Carlsbad. We continue to provide the writers information ers, the Financial Post is the largest national business paper in Canada. The January issue of the Canadian region of the PriceCostco Connection included a feature on Carlsbad with a photo of La Costa Resort and Spa. This publication is distributed to customers of Price Club and Costco Stores. A rather unique form of exposure for Carisbad occurred in February Carlsbad touted at ConVis continue: Dallas travel show contract w i thPasa Communications "*&'p thollght we were doing a good &u.d for Anreric'in Eagle when we included their broChuK 111 the packet of literature we handed out at the Dallas travel show," said Cleta Wright, ConVis director of public relations. "As it turned Out, it caused just about every travel agent who approached our booth to ask more questions about Carlsbad and how yeoplc travel here." The three-day show, sponsored by An-prican Airiines is aimtd prima- rily at travel agents. More then 5,000 agents from throughout the US. attended the show in early March. Most traveled as guests of American Airlines. "This is the third year we have manned the Carlsbad booth at the Dallas show," said Wright. "It is a wonderful opportunity to promote Carisbad to a great number of experienced travel agents." The ConVis has renewed tl annual contract with Annie ( McLhinney of Paradise Corn cations to oversee the bureaL travel writer program. She contacts selected travel and invites them to visit Carl She then assists ConVis staff developing an itinerary and 1 arrangements for their visits. "Carlsbad garnered some e exposure in a variety of magi said Steve Link, ConVis man "While it is difficult to put a ( value on the articles, we estir would have cost more than $. to purchase an equal amount space in these publications." While writers visit Carlsbac throughout the year, ConVis organizes a special four-day c each April to coincide with tk blooming of the flower fields. or eight travel writers are inv and newspapus this past yei