HomeMy WebLinkAbout1996-07-09; City Council; 13735; COUNCIL SUBCOMMITTEE RECOMMENDATION FOR THE PROVISION OF COMMUNITY PROMOTION SERVICES(I)
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CITY OF CARLSBAD - AG B DA BILL
AB# /3 73 5 TITLEI
COUNCIL SUBCOMMITTEE DEPT HD.\:
MTG. 07/09/96
CITY MGR.’ DEPT. FIN
CITY ATTY RECOMMENDATION FOR THE PROVISION OF
COMMUNITY PROMOTION SERVICES c
I
RECOMMENDED ACTION:
Accept staff report on Council Subcommittee’s recommendation for the pro!
community services.
Direct staff to negotiate contracts for the provision of community services.
ITEM EXPLANATION:
For most of the past nine years, the City contracted with the Chamber of Com
provide community promotion services for Carlsbad. At the September
meeting, Council appointed a subcommittee to investigate other or additional
of providing community promotional services in future years. The subcommittee
on its progress on January 16, 1996, at which time Council requested that a Re
Proposal (RFP) be prepared for the provision of community promotional servic
future. In order to continue to provide these services while the RFP was in pro1
Carlsbad Village Business Association (CVBA) was awarded a contract, follov
one-month extension, to provide the services during the interim period from Fel
1996, through July 31, 1996.
An RFP was prepared for future visitor services and proposals were receive
Carlsbad Convention and Visitors Bureau (ConVis) and the San Diego Nortt
Convention and Visitors Bureau (SDNCCVB). The Subcommittee has met on n
occasions to discuss the type of promotional services needed by the City of 1
and to evaluate the proposals, and is now ready to present a recommendatio
provision of promotional services to the full Council.
Carlsbad’s Convention and Visitors Bureau has historically focused it e
development of tourism in Carlsbad, with emphasis on the Village area. This is
because, with the exception of La Costa Resort & Spa, most tourist
developments and activities have been located in the downtownNiIlage area.
the next 5 years, with the addition of the Four Seasons Resort , the Carlsbz
resorts, Legoland, and renovation of McClellan Palomar Airport, the Subc
seaside village atmosphere, Carlsbad will develop another identity, on’
international resort destination for sports, spas, and other unique rec
opportunities.
believes a new identity for Carlsbad will emerge. In addition to being knov
The Subcommittee believes that this new identity, along with the tourisr
generated from these developments, warrant consideration of a slightly
approach to promoting the community. They favor an approach that is mol
based and City-wide in nature which will address the two distinct identities an
Page 2 of Agenda E# i3, 3 3 5 0
markets associated with them.
To achieve this broader range of services, the Subcommittee is recommending th(
services and promotion be provided through two contracts.
1. Carlsbad Village Based Marketing and Visitor Information Services
To be provided by Carlsbad Convention and Visitor’s Bureau (ConVis)
Primary services in this area would be focused on staffing the Visitors lnformation (
the historic Train Depot, conducting travel writer familiarization (FAM) tours, promc
“Village of Carlsbad” through the advertisement of hotels, motels, bed & breakf;
timeshares, businesses and restaurants, and participating in the promotion of local cc
events including the Carlsbad 5000, the San Diego Marathon, and the Carlsbad Triatt
2. StatewidelNationalllnternational Promotional Services
To be provided by San Diego North County Convention and Visitor’s Bureau
These services would focus on promoting attractions or resorts in Carlsbad that drz
business and leisure travelers from outside of the Southern California region. Prc
efforts will highlight regionaVinternationa1 community events, as well as other servic
negotiated. Other desired services include the development of a Carlsbad interr
page, a Village Information referral line added to the existing toll free number of thc
which would automatically transfer calls to the Carlsbad Visitor Center, and the pro’
regional/international special events such as the Mercedes Tournament of Champion
Toshiba Tennis Classic.
FISCAL IMPACT:
Recommended ConVis Contract
The Subcommittee recommends negotiating a fifteen (15) month agreement wit
for the provision of the Village-based marketing services at a total cost of $210,C
Recommended services to be provided by ConVis:
a. Operate the Visitor Information Center at the Train Depot
b. Conduct a travel writer’s program to bring travel writers to the City
C. Promotion of local community events
d. Other marketingladvertising
Recommended SDNCCVB Contract
The Subcommittee recommends negotiating a separate fifteen (15) month i
with SDNCCVB for the provision of regional/international marketing services
cost of $54,000.
Page 3 of Agenda Eli,!? 1.9, 93 5 0
The desired services would include:
a. Promotion of regionallnational community events
b. An Internet home page
c. A toll free referral line transferring calls to the ConVis Visitor Center
Exhibit 1 outlines the specific dollar amounts recommended for each promotional
and provider.
The recommended term of both contracts is for a fifteen (15) month period from E
1996 to October 31 , 1997, with a combined total not to exceed $264,000. F
community promotion totaling $21 1,150 were authorized and will be appropriated
1996-97 budget, and provide sufficient funding for the initial proposed twelve (1:
contract period (August 1996 through July 1997). If Council concurs with a fifteen (1
term at an amount totaling $264,000, staff recommends that Council appropriate the :
$52,850 from the 1996-97 Contingency Account. The adopted Contingency Acco
$625,030.
EXHIBITS:
1. Schedule of proposed breakdown of services and amounts by provider.
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Cgmpany; /Resident and Carlsbad Business Owner I
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"-"-q .""." lessage: -& lj3 Will cell again
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Ql Urgent!.
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July 8, 1996
TO: MAYOR
CITY COUNCIL
VIA: City Manager
0 ~ AvQ,L n*cX$Lc-4L
_.._ ._." .-.-I"..
FORyHE IrJFOFihllAT1UN I THE CITY COUNciL. w CATE CITY MAN - Ctl c4-L
FROM: Assistant to the City Manager
TRANSIENT OCCUPANCY TAX REVENUES
Mayor Lewis has requested information regarding transient occupancy tax (TOT)
revenues generated by cities in San Diego County and the unincorporated area of the
County, While this is not information the City currently tracks we did receive some
information from the San Diego North County Convention and Visitors Bureau for the
first two quarters of fiscal year 1995-96. That information is attached to this memo.
Please be advised that these figures reflect actual cash payments and may include
revenues generated in previous quarters.
rn'
LORI LIEBERMAN
Attachment
C. City Attorney
Financia! Management Director
Assistant City- Manager
Finance Director
Economic Development Manager
". " -~ d - --- ""_ - +e" -.-. - - - c.vo I e'
;-. . .iztn &io +NOR =+ COUNTY
0
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-Qf- DATE arch 4, 1996
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TO: FINANCLAL DEPAJA-S
Pet Struckrad, CiGf Carlsbade
June Stevens, City of Del, Mar
Macgatita, City of Encinitas Rose Bendas, City of Escondido
Connie Ryan, City of Oceanside
Rick Munoz, Ctty of Poway
Lupe Cano, City of San M~TCOS
Deborah Lopez, Cfty of Solana Beach Dale Neillen, City of Vista
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FROM: Katherine Thorncon
SUB-J,: lst/Znd Quarter TOT tax collected in jncoxporated unincorporated North County.
ACTION REQUIRED: Pone
total # p&es sent:L
MESSAGE:
Attathiid are H.Y. TOT figures for 1st 6 2nd quartets.
your help in making this report possible.
Cor April for the 3rd quarter figures. Thank you again Brat of for your fnfotmarfoa. We will be calling again the
This is
i
EmwiwBJww? I CmdMlatw
720 Nod BmadW Exondido, California 92025 (61 9) 7456741 poo) 8483336 FAX (61 9) 745.
.- I
0.3, 04. 96 0=:45PM *SAW DxSGO No* OTY cvB ru t
m Fy a 6-96 HOTEUMOTEL TRANSIENT dE CUPANCY T LC
d
I . SAN. DIEGO'S NORTH COUNTY CITIES (within city limit+)
i .. INCOW AREA
852,3BQ .1 ,OIl,B11 Catkbad 10%
GRAN 47% QT 3RD QTR ZND QTR 1 ST QTR
Del Mar 70% 183,f72 242,894
Endnftas 8%
117,588 233,568 Oceanaide 10%
136,926 1 113,246 ' Eacondido 10%
86,831 24~4,846 c 1
PMY 8% 10,551 14,964
San Marcos 10%
85,085 Sol Beach 10%
9,410 12,145
f,258.842 2,032,020 SUB TOTAL
38,424 50,181 vista 10%
45,444
SAN DIEGOS UNINCORPORATED AREAS (Within countyrimb) 'demote NORM COUNM -
UNINCORP.
15,877 12,m Alpine
AREA(en9%)
GRAN ~TH QTR 3Rb QTR 2No QTR 1 ST QTU
~
GRAND 2628,782 t,a47,4a1 TOTALS
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- - ~." JUL"89-96 TU€ 15:48 KOOLHARS S ASSOC e 61973761a6 I
DENNIS KOOLHAAS &ASSOCUTES
SFRXIPRS RANK GI';Wi'EII
4R1 SOUTH ESCONDIUO 130UIdWAR11
J~SCONDIDO, CALKF'ORNIA 02085
'TII;I6)PIrOM!(Q10) 7874184 l'A&3Mlfml(U1W) Q>r*618a
July 9,1996
![r Plzfl"&a,
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The Honorable Claude Lewis
Mayor, City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
RE: San biego North County Cowention and Visitors Bureau
Dear+jp&
As you axe awm9 1 have been a member of the Boad ofJl,irectors ofthe Sari
Diego North County Convention and Visitors Bureau (CONVIS) for a number of years. I:
can say without hesitation that this entity is most appropriate to represent any North
County jurisdiction in its effort to promote tourism in all facets of the industry,
There have been several statements made during the review of the Request For
Proposal as it relates to the City of Carlsbad that are incorrect, Primarily, the other
responding entity continues to paint CONWS as an Escondido entity. There can be
nothing further firom the truth. In fact, the make up ofthe Board is almost evenly divided
between coastal and inland residents, with the Executive Director and the Director of
Sales also residents of coastal communities. Furthermore, the Board ofDirectors of
CONVIS have held several seats open to be filled by representatives of the City of
Carlsbad. Once those seats are filled, over half ofthe Board of Directors will belong to
coastal communities. Meanwhile, to show how completely in error the oppositions
statement is, of the Board of Directors, only two ofthe present directors are residents of
the City of Escondido.
It is the intention of this Board to indeed be team players and true partners with the
City of Carlsbad and our membership. An entity such as CONVIS attracts huge group
blockings of room nights which is much more advantageous to supplying the downtown
n~erchants with their clientele than single transient occ~~pancy. However, the funds
necessary to broach into these markets is much more than that currently being proposed.
There will be individuals who are respected in the tourism industry present at your
council meeting, available to explain the intricacies of tourism. They are the Who's Who
in Novh County tourism, and as members ofthe Convis Board, are eager to include
Carlsbad in their regional marketing efforts.
.. .. . ,
- - .i'* JUL-WY-YJ~ IUC 15:49 KOOLHAAS Sc ASSOC 0 6197376186 0
Thank you for the time you spent perusing all the documentation. T firmly believe
that after meeting OUT Executive Director, realizing the talent on the Board and reviewing
the proposal before YOU, YOU will come to the same conclusion that the major hoteliers
within your City have, the San Diego North County Convention and Visitors Bureau is
the entity to take tourism in the City of Cadsbad to the next level.
Very truly yours, 3l=
DENNIS KOOLHAAS
DK:me
cc: Mayor Lewis
Council Members
0
July 8, 1996
TO: MAYOR
CITY COUNCIL
VIA: City Manager
FROM: Assistant to the City Manager
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AGENDA ITEM #I 1 - CONVIS CONTRACT
Per the Mayor's request the following is a list of the Board of Directors for the San
Diego North County Convention and Visitors Bureau (SDNCCVB). This information is
also on the SDNCCVB's letterhead.
BOARD OF DIRECTORS
Susan Bell, Doubletree Club Hotel, Ranch Bernardo
Roger Brazil, North County Fair
Terri Colachis, Cobblestone Golf Group
Carol Dorman,. San Diego Gas and Electric Company
Tim Fennell, Del Mar Fairgrounds
Patricia Heath, Marketing Director, Oceanside
Dennis Koolhaas, Dennis Koolhaas and Associates
Terry Migliaccio, The Hahn Company
Tom Missett, North County Times
Barton Saucerman, California Center for the Arts, Escondido
Tom Tomkins, Linkatel Communications, Inc., La Jolla
Mary Timmins, Butterfield Bread and Breakfast, Julian
Joseph (Joe) Valen, Helgren's Oceanside Sportfishing, Inc.
Paul Van Elderen, Hanson Realty, Escondido
Neil C. Whiteley-Ross, San Diego Economic Development Corporation
Brad W. Wright, South Coast Magazines
In their response to the request for proposals SDNCCVB stated that its board could be
expanded to provide for Carlsbad representation.
Please let me know if you have any questions.
Rick Mansur, Rancho Bernardo Inn
m-
LORI LIEBERMAN
July 1, 1996
Mayor Claude "Bud" Lewis
City of Carisbad
1200 Carlsbad Village Dr.
Carlsbad, CA 92008 9 Board of Directors
Susan Bell Darbletm Club Hotel
Rancho Bmrdb Dear Bud:
Roger Brazil
.%th Carno Fair
Tem Colachis
cobblcstonc Goycmup
Carol Dorman
San Diego GaC 3 Electric Carpang
Tim Fennel1 Del MarFairgmutads
Patricia Heath
Ma&tang Di7ak7
Oceansrdc
Dennis Koolhaas
Dennis hihaas cj. Assoda(cs
Rick Mansur
Rancho &nrardo Inn
Tq Migliaccio
The Hahn Company
Tom Missett
North hnty Tim
Barton Saucerman
Ca1ifonu.a centrrfor the Atls, &dido
Tom Tomkins
Linkatel Gmrnuni~, Inc. La Jolk
Mary Trimmins
t? Breakfal, Julian
ourtqield Bed
Joseph (Joe) Valen Helpen S Oceans&
Spfshing, inr.
Paul Van Elderen
Hnma Reah, Escadido
Neil C. Whitelev-Ross
Sun Dk, Ecunazc
lleuelopmntf Chpatia
Brad W. Wright
South Cwrt hlacnrines
Eseartive Director
(hmz Matlsa
It has come to my attention that a certain level of public opini
being formed on assumption versus fact as it relates to the S;
Diego North County Convention 8t Visitors Bureau's approach
promoting tourism for Carlsbad. I would like to ad/#ess %hese
concerns.
Won't there be a loss of Carlsbad Identity?:
No. It will be maximized and expanded. The Carlsbad Visitor:
Center will be utilized as it is with two paid staff and vohntee
handling inquiries. The name will remain the Carlsbad Visitors
Center. A marketing assistant will oversee its operations and
handle media stories for Carlsbad specifically. The secsnd pai
staff will be responsible for visitor center services, including
volunteer recruitment, training and scheduling. This employee
also monitor, tabulate, and report daily, weekly, and monthly
research as it relates to walk-in and phone-in inquiries. It will
be the responsibility of this person to gather the proper
information resources for the visitors center, including, up-to-c
brochures and collateral on Carlsbad special events and seasol
promotions. All Carlsbad tourism businesses will tie psivileget
display rack brochures in the visitors center and will be referre
by center staff and volunteers.
The phone lines at the visitors center will remain thd same wit1
the ability to be transferred to all SDNC ConVis offices for easl
communications with sales and executive staff. The SDNC
ConVis sales office will remain in Carlsbad, but will be separatl
from the visitors center. The train depot is a fabulous.visitor
information kiosk, but does not lend itself well to phone sales
solicitations and personal client negotiations. A Carlsbad spec
brochure shell will be designed with the ability to be changed c
the inside for seasonal promotions and distinct marketing angle
This brochure will be mailed not only to Carlsbad inquiries, but
all San Diego North County inquiries to maximize its distributior
Exec. Office: 720 North Broadway Escondido. California 92025 (619) 745-4741 (800) 848-3336 FAX (61 9)
Sales Office: 61 20 Paseo Del Norte, Ste. Mi Carlsbad, CA 92009 0 (619) 603-1690 (800) 848-3336 FAX (619)
t * 0
If we have been pleased wifh the existing organization, why change?:
Current and basic programs will remain the same or be improved, however, a
direct sales effort generating business leads and an expanded marketing progra
along with a--larger staff and budget will increase the benefit to Carlsbad. An
analogy might be if you can buy the best bicycle or the best car on the market
the same amount of dollars, what would you buy to accelerate your motion
ahead? We want to move Carisbad forward to the next level of regional and
global marketing. We do not fault the existing organization, we are just asking
you to save taxpayers dollars and increase Carlsbad’s exposure while enjoying
current programs coupled with add-on services not currently in existence.
Will Caftsbad dollars be diluted regionally to the benetit of areas outside Carlsb;
We cannot promise you that every dollar invested by the City of Carlsbad will n
have some benefit to other localities, but what we can promise you is that the 1
receiving through the benefit of a $600,000 budget. We will tap into markets 1
are not being touched currently through an aggressive sales plan. All advertisin
and promotions will highlight Carlsbad. The buying power and visibility with thc
travel industry trade will be much stronger for Carlsbad. It is more convenient 1
clients to do one-stop shopping and negotiate sales with one organization versu
representation from many local cities within a region. Duplication wastes tax
dollars. The SDNC ConVis commitment to Carlsbad is big. Our city efforts,
priorities, and attention on marketing and sales are definitely commensurable ah
proportionate to the city or county from which we receive funds.
The regional approach is not new. It is similar to Car Country Carlsbad and the
Plaza Camino Real. Through collaboration of dealerships or stores and their
promotional efforts, the destination attracts more buyers than independent
businesses and by volume increases sales accordingly.
Will Carlsbad bush
Absolutely not! B ate to Carlsbad
funding and at a comfort to the Carlsbad City Council. A strong effort to unite
businesses and community associations for their input will be implemented with
monthly meetings specifically for Carlsbad and quarterly meetings for all regiona
businesses. We are team players and true partners with our investors., Building
strong community relationships are very important and is a key philosopny of thc
SDNC ConVis.
If the City of Carlsbad is funding dollars for tourism promotion, why have a
membership program?:
It is the philosophy and belief of the SDNC ConVis that a strong alliance be form
between the public and private sectors through a membership program. As City
finances are limited and City tourism needs continue to grow, we believe that
member dues and contributions multiply public investments, enhance marketing
of Carlsbad will get a much stronger return on investment to what it currently i!
2
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programs, and create business ownership of the SDNC ConVis and it tourism
promotions. Currently, $50,000 in dues is added to public contributions and
$150,000 worth of in-kind services are donated to enhance existing programs.
op dollars are also contributed from the private sector to expand advertising anc
trade show participation. A membership investment would not be required for
general public relations efforts and information dissemination through the visit01
center.
We want tQ keep Carlsbad tourism promotion local. Why give it to an amide
organization?
sales lives in Carlsbad. We will keep the visitors center at the local depot. We
have been promoting Carlsbad for several years under a regional umbrella with I
funds from Carlsbad. With Carlsbad City funding our Carlsbad focus.will be mo
directed and emphasized. In 1995, we brought four familiarization tours ahroug
Carlsbad for AAA counselors and meeting planners and attended travel agent a1
meeting planner trade shows in Los Angeles and Orange County witla Qrlsbad
businesses. Recently, we brought 15 meeting planners and 30 international to1
operators to Carlsbad showcasing accommodations, Aviara golf, the ICarlsbad
Village, LegoLand and the Flower Fields. Several other travel trade shows were
attended in 1996 with co-op participation from Carlsbad businesses. We have
secured recent publicity for Carlsbad in Travel Agent magazine, Meetings
California and the West, and the San Diego Business Journal. Carlsbad is also
highlighted prominently the 1996 Official San Diego North County Visitors Guidt
distributed to meeting planners, travel writers, trade show attendees, and all
We are local! We have a recently opened sales office in Carlsbad. Out directoi
visitor inquiries.
The current organization was on& operating with a five-m
we give them a chance to prove themselves?:
It is our understanding that the current organization as been operatirtg for many
years with approximately the same level of funding nd staff. What we PtXC
as changed is the umbrella organization under which * ' 'ncorporat rting
with the Carlsbad Chamber of Commerce and now with the Village Merchants
Association.
How will the SDNC Con Vis measure its effectiveness?:
An annual inquiry conversion research survey is mailed to a sampling of inquiries
to determine if the inquirer came, how much was spent and on what, length of
stay, and other demographics. The study is to determine the economieimpact c
the bureau's phone-in and write-in inquiries. It also helps determine travel pattel
and visitor demographics in order to position marketing strategies. Inquiry couni
have no impact unless it is determined how many inquiries actually converted int
visitor stays.
3
0 e
5
A customized computer software program will assist staff in tracking all tentat?
group sales leads sent, definite leads booked, and total revenue and economic
impact. The computer software will also assist staff in measuring public relatia
exposure by assessing coverage inches, publication circulation and market valu
and inquiries generated. An inquiry database will track all inquiries to determin
visitor origin, requested points of interest, and how the visitors heard about us,
Other measurements include, a Visitors Guide business reply card, an informati
and reservations 800 number, promotional codes, and visitors center wakin
tabulations.
Thank you for allowing us to address these concerns. We are committed to
Carlsbad. If there are further questions about the SDNC ConVis and its.promo
of Carlsbad, please do not hesitate to call me at 745-4741.
Sincerely,
(", /'Y * flp/k
/
Cami Mattson
Executive Director