HomeMy WebLinkAbout1997-10-21; City Council; 14382; APPROVAL OF AGREEMENT WITH THE CARLSBAD CONVENTION AND VISITOR'S BUREAU FOR COMMUNITY PROMOTION SERVICESL (nO, * _.
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CITY OF CARLSBAD - AGENDA BILL
AB# ,/vi 3&1 DEPT HD.
MTG. 10/21/97
DEPT. FIN
CITY ATT' CARLSBAD CONVENTION AND VISITOR'S
BUREAU FOR COMMUNITY PROMOTION SERVICES clTY MGF
TITLE:
APPROVAL OF AGREEMENT WITH THE
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RECOMMENDED ACTION:
Adopt Resolution No. q 7- dqq authorizing the Mayor to execute an Agreement betwef
and the Carlsbad Convention and Visitors Bureau and appropriating $23,850 from the Cc
Account available balance.
ITEM EXPLANATION:
On August 20, 1997, Council authorized a contract with the Carlsbad Convention and Visito
(CCVB) to provide community promotion services for Carlsbad. The contract was for a fiftc
period from August I, 1996 to October 31, 1997, for a total cost not to exceed $264,00
annualized basis (twelve months), the maximum contract cost is $21 1,200. As the contract
date is approaching, staff has been working with CCVB to develop a new contract.
Staff is recommending a two year contract with an 11 % increase in the first year and a 3% i
the second year. This would allow CCVB to maintain the same level of service as in thl
contract while providing for salary increases for their staff, an update of some of t
equipment, and an offset to increasing utility and postage costs. The following table
comparison of the current contract and staffs proposed contract:
,CURRENT
IST YR IST YRI 2ND YR PROGRAM CONTRACT
PERCEN; PROPOSED CONTRACT
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Visitor's Info Center
Advertising
Trade Shows
Familiarization Tours
Local Events Promotion
Brochures
Video
IManagement Overhead
93,600
30,000
20,000
1,000
6,000
15,000
1,000
44,600
114,000
20,000 20,000
30,000 30,000
120,000
1,000 1,000
6,000 6,000
15,000 15,000
1,000
50,000 48,000
1,000
22%
8%
TOTAL $21 1,200 11% $243,000 $235,000
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CHANGf
2ND YF
5%
4%
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Staff is not recommending any other changes to the services provided by CCVB at this time
ending October 31, 1999. The contract also requires quarterly reports from CCVB wI
include a written description of their activities, a report on inquiries at the Visitor Informal
and an accounting of how the funds are spent.
attached agreement contracts CCVB to provide the services listed above for the two y
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Page 2 of Agenda Bill ## e- e
Although staff is not recommending any other changes to the contract, CCVB did propo:
in more detail in the attached letters from CCVB (Exhibits 3 and 4).
enhancements to their program for Council's consideration. They are listed below and are
NEW OR ENHANCED ADDITIONAL
PROGRAM COST
ADVERTISING $1 8,000
Additional ads in meeting/consumer/overseas publications
TRAVEL SHOWS
London travel show
Upgrade booth and table top display
Purchase laptop computer
Purchase giveaway items
12,000
FAMILIARIZATION TOURS 5,000 East Coast media blitz
Technical tours
Travel professional tours
LOCAL EVENTS PROMOTION
German film fest
Kiosk at Flower Fields
3,000
BROCHURES
Accommodations guide
European, North Coast and Three Lagoons brochures
10,000
1 UPDATE VIDEO 9,000 1
ADDITIONAL MANAGEMENT OVERHEAD FOR NEW
PROGRAMS
20,000
1 TOTAL NEWlENHANCED PROGRAMS $77,000 I
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If Council would like to add any of these items to the attached contract, it would increas
amount allocated for the contract by the dollar amount shown to the right of
Staff recommends that any additions be made only to the first year of the contract. If CCVE
recommend program enhancements for the second year of the contract, these could be
Council for review at a later date.
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Page 3 of Agenda Bill # jy. .?@ e 0
FISCAL IMPACT:
Funds for community promotion totaling $21 1,150 were appropriated with the 1997-98
budget. If Council concurs with the staff recommendation, another $23,850 will ne
appropriated for the first year. Funds for the second year of the contract will be appropriz
1998-99 budget. In addition, if Council wishes to add any of the program enhancemen
appropriations would be needed. Staff recommends that Council appropriate any additional f
the Contingency Account. The Contingency Account available balance is approximately $1.5
EXHIBITS:
1. Resolution No. ??-&'?of the City Council of the City of Carlsbad, California, authorizing
to execute an agreement with the Carlsbad Convention and Visitor's Bureau, and apl
$23,850 from the Contingency Account available balance.
2. Agreement between the City of Carlsbad and the Carlsbad Convention and
Visitor's Bureau to provide professional services related to the promotion of the
City of Carlsbad.
3. Letter dated October 1, 1997, from CCVB Executive Director Steve Link to Finance Direc
Lisa Hildabrand.
4. Letter dated September IO, 1997, from CCVB Executive Director Steve Link to Assistant
to the City Manager Lori Lieberman.
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RESOLUTION NO. 97-649
RESOLUTION OF THE CITY COUNCIL OF THE I
CITY OF CARLSBAD, CALIFORNIA, AUTHORIZING
THE MAYOR TO EXECUTE AN AGREEMENT WISH
THE CARLSBAD CONVENTION AND VISITORS E ,UREAU
(CCVB) AND APPROPRIATING $91,850 FROM THE
CONTINGENCY ACCOUNT AVAILABLE BALANC~
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WHEREAS, the City Council of the City of Carlsbap has determine(
that it is in the best interest of the City to promote tourism an provide service
to visitors to the City; and r.
WHEREAS, the City Council has further determined that th
Carlsbad Convention and Visitor’s Bureau possesses the
provide these services to the City of Carlsbad; and
necessary skills 1
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WHEREAS, the Carlsbad Convention and Visitor’s Bureau h:
agreed to provide these services under the terms and conditions of tt
agreement attached hereto. I
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NOW, THEREFORE, BE IT RESOLVED by the dity Council of tL 1
City of Carlsbad, California as follows: ’
1. That the above recitations are true and correct.
2. That the Mayor is hereby authorized to execute the attach1
agreement, Exhibit 2, between the City of Carlsbad and the C 1 rlsbad Conventic
and Visitor’s Bureau to provide professional services related t the promotion
the City of Carlsbad. 1 111
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3. That an appropriation of $91,850 from the Contingency accout
. available balance is authorized.
PASSED, APPROVED AND ADOPTED at a regular meeting of tt.
City Council on the *t day of October , 1997, by the following vote, to wit:
AYES: Council Members Lewis, Nygaard, Kulchin and Ha:
NOES: Council Member Finnila
ABSENT: None
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Mayor
ATTEST:
(SEAL)
KAREN R. KUNDTZ, Assistant
City Clerk
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AGREEMENT BETWEEN THE CITY OF CARLSBAD AND
THE CARLSBAD CONVENTION AND VISITOR'S BUREAU
TO PROVIDE PROFESSIONAL SERVICES RELATED TO
THE PROMOTION OF THE CITY OF CARLSBAD
THIS AGREEMENT, made and entered into as of thelgthday - of NOVEMmR 1 1
and effective from November 1, 1997, to October 31, 1999, by and between the t
OF CARLSBAD, a municipal corporation, hereinafter referred to as "Cityl" and
CARLSBAD CONVENTION AND VISITOR'S BUREAU, a non-profit corpora
hereinafter referred to as "CCVB."
RECITALS
The City requires the services necessary for the promotion of the Cio
Carlsbad; and the CCVB possess the necessary skills and qualifications to provide
services required by the City.
NOW, THEREFORE, in consideration of these recitals and the mutual coven;
contained herein, the City and the CCVB agree as follows:
1. CCVB OBLlGA JlONS '
I ,
The City agrees to engage, and the CCVB .agrees to perform the servi(
described below: i
A. Manage and coordinate a marketing program that positions Carlsbad as a
prime destination in Southern California.
B. Generate awareness of Carlsbad in those geographic regions of the United
States which provide the largest number of visitors to Carlsbad each year.
I. I. a e
C. Operate the Visitor Information Center in the AT&SF Depot seven days per
week from 9 a.m. to 5 p.m. Monday through Friday, 10 a.m. to 4 p.m. on Saturday, a
10 a.m. to 3 p.m. on Sunday except New Year's Day, Easter, Thanksgiving a
Christmas Day to assist visitors to Carlsbad.
D. Provide familiarization tours (including a travel writer's program) by organiz
visits to Carlsbad by travel writers and others that result in published artic
promoting Carlsbad and additional tourism to Carlsbad.
E. Promote local community events including the San Diego Marathon, the
Carlsbad 5000, the Carlsbad Triathlon, the La Costa Golf event and the Toshiba ten
classic in the following ways:
0 provide hotel/motel referrals
0 staff information booths as requested by the city and/or the private promotel
0 distribute promotional literature related to the events from the Visitor
Information Center before and during the events.
F. Develop private funding for advertising co-op programs, central reservation
fees and other participatory fees to support a full-time, aggressive tourism market
program.
G. Establish a corporate/group sales incentive program
2. CITY OBLIGATIONS
The City will provide use of the Visitor Information Center at the AT&SF Depot,
well as any city owned equipment and furnishings currently located therein.
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3. FEES TO BE PAID TO CCVB
The total fee payable for the services to be performed shall not exceed $235,0
in the first year, and $243,000 in the second year. No other compensation for servic
wilJ be allowed except those items covered by supplemental agreements per Paragra
8, “Changes in Work.
4. DURATION OF CONTRACT
This agreement shall extend for a period of twenty four (24) months beginn
November 1, 1997, and ending October 31, 1999, unless funds for the second ’
month period are not appropriated by Council in the 1998-99 budget. If funds are I
appropriated, then the contract will expire on October 31, 1998.
5. PAYMENT OF FEES
For the services described above, the City will compensate the CCVB
described below:
A. Payments for the operations of the Visitor Center shall be made to the CCL
in equal monthly installments by the I!?h of each month for the 24 months beginn
November 1997 and ending October 1999. The monthly payment amount for .
period from November 1997 to October 1998 will be $9,500. The monthly paym,
amount for the period from November 1998 to October 1999 will $10,000.
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B. Payments for all other programs will be released to the CCVB on a
reimbursement basis up to the maximum amounts shown below:
First Year Second Y ea1
1, Familiarization trips and travel writer program $1,000 $1,000
2. Promotion of local community events
3. Trade shows
4. Advertising
5. Brochures
6, Video
6,000 6,000
20,000 20,000
30,000 30,000
15,000 15,000
1,000 1,000
7. Management overhead for marketing 48,000 50,000
TOTAL OTHER PROGRAMS $121,000 $123,000
Requests for reimbursement may be made no more frequently than monthly. 1
request should be submitted in the form shown in Attachment 1 or in a similar format
approved by the Finance Director. All equipment and software licenses purchas
under this agreement will be and shall remain the property of the City of Carlsbad.
C. The City reserves the right to terminate or reduce the funding levels outline
in the Agreement in the event of City revenue reductions. Recommended reductic
will be reported to the City Council who shall determine the modified funding level.
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6. INFORMATION AND REPORTS
The CCVB shall provide the City Council with quarterly reports of the activity an
expenses of the CCVB as funded under this Agreement. These reports st
summarize activities and expenses for each three-month period of the contract a
include the following information:
0 A written description of the activities of CCVB for the quarter.
0 A statistical report showing the results of the information gathered from
inquiries at the Visitor Information Center.
0 An accounting of the funds spent by program in the format shown
Attachment 2 or in a similar format as approved by the Finance Director
7. RECORDS AND INSPECTION
The CCVB shall maintain full and accurate records with respect to all matt1
covered under this Agreement. The City shall have free access at all times to SI
records, and the right to examine and audit the same and to make transcripts thi
from, and to inspect all program data, documents, proceedings, and activities. Thc
documents shall be retained for a period of one (1) year after completion of
contract,
8. CHANGES IN WORK
1 .If, in the course of the contract, changes seem merited by the CCVB or the C
and informal consultations with the other party indicate that a change in the conditic
of the contract is warranted, the CCVB or the City may request a change in contra
Such changes shall be processed by the City in the following manner: A letter outlin
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the required changes shall be forwarded to the City by the CCVB to inform them oft
proposed changes along with a statement of estimated changes in charges or tir
schedule. A Standard Amendment to Agreement shall be prepared by the City a
approved by the City according to the procedures described in Carlsbad Municil
Code Section 3.28.172. Such Amendment to Agreement shall not render ineffective
invalidate unaffected portions of the Agreement.
9. COVENANTS AGAINST CONTINGENT FEES
The CCVB warrants that their firm has not employed or retained any company
person, other than a bona fide employee working for the CCVB, to solicit or secure t
Agreement, and that the CCVB has not paid or agreed to pay any company or persc
other than a bona fide employee, any fee, commission, percentage, brokerage fee, E
or any other consideration contingent upon, or resulting from, the award or making
this Agreement. For breach or violation of this warranty, the City shall have the righi
annul this Agreement without liability, or, in its discretion, to deduct from the Agreem,
price or consideration, or otherwise recover, the full amount of such fee, commissii
percentage, brokerage fees, gift, or contingent fee.
10. NONDISCRIMINATION CLAUSE
The CCVB shall comply with applicable State and Federal laws regard
nondiscrimination.
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11. TERMINATION OF CONTRACT
This agreement may be terminated by either party upon tendering thirty (30)
days written notice to the other party. In the event of such suspension or termination,
upon request of the City, the CCVB shall assemble the work product and put same in
order for proper filing and closing and deliver said product to City. In the event of
termination, the CCVB shall be paid for work performed to the termination date;
however, the total shall not exceed the fee payable under Paragraph 4. The Finance
Director shall make the final determination as to the portions of tasks completed and
the compensation to be made.
12. DISPUTES
If a dispute should arise regarding the performance of work under t
agreement, the following procedure shall be used to resolve any question of fact
interpretation not otherwise settled by agreement between parties. Such question:
they become identified as a part of a dispute among persons operating under
provisions of this contract, shall be reduced to writing by the principal of the Contrac
or the City Finance Director. A copy of such documents dispute shall be forwardec
both parties involved along with recommended methods of resolution which would be
benefit to both parties. The City Finance Director or principal receiving the letter SI
reply to the letter along with a recommended method of resolution within ten (IO) da
If the resolution thus obtained is unsatisfactory to the aggrieved party, a letter outlin
the dispute shall be forwarded to the City Council for their resolution through the Ofl
of the City Manager. The City Council may then opt to consider the directed solutior
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the problem. In such cases, the action of the City Council shall be binding upon t
parties involved, although nothing in this procedure shall prohibit the parties seeki
remedies available to them at law.
13, CLAIMS AND LAWSUITS
i The CCVB agrees that any contract claim submitted to the City must be assert
as part of the contract process as set forth in this agreement and not in anticipation
litigation or in conjunction with litigation. The CCVB acknowledges that if a false clair
submitted to the City, it may be considered fraud and the CCVB may be subject
criminal prosecution. The CCVB acknowledges that California Government Co
sections 12650 et sea., the False Claims Act, provides for civil penalties where
person knowingly submits a false claim to a public entity. These provisions include fa1
claims made with deliberate ignorance of the false information or in reckless disregz
of the truth or falsity of information. If the City of Carlsbad seeks to recover penalti
pursuant to the False Claims Act, it is entitled to recover its litigation costs, includi
attorney's fees.
The provisions of Carlsbad Municipal Code sections 3.32.025, 3.32.02
3.32.027 and 3.32.028 pertaining to false claims are incorporated herein by referencc
(Initial)
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14. STATUS OF THE CCVB
The CCVB shall perform the services provided for herein in CCVB's own way
an independent contractor and in pursuit of CCVB's independent calling, and not as
employee of the City. CCVB shall be under control of the City only as to the result to
accomplished, but shall consult with the City as provided for in the request for propo:
The persons used by the CCVB to provide services under this agreement shall not
considered employees of the City for any purposes whatsoever.
The CCVB is an independent contractor of the City. The payment made to t
CCVB pursuant to the contract shall be the full and complete compensation to whi
the CCVB is entitled. The City shall not make any federal or state tax withholdings
behalf of the CCVB or hidher employees or subcontractors. The City shall not
required to pay any workers' compensation insurance or unemployment contributio
on behalf of the CCVB or hislher employees or subcontractors. The CCVB agrees
indemnify the City within 30 days for any tax, retirement contribution, social securi
overtime payment, unemployment payment or workers' compensation payment whi
the City may be required to make on behalf of the CCVB or any employee
subcontractor of the CCVB for work done under this agreement or such indemnificatil
amount may be deducted by the City from any balance owing to the CCVB.
The CCVB shall be aware of the requirements of the Immigration Reform a
Control Act of I986 and shall comply with those requirements, including, but not limit(
to, verifying the eligibility for employment of all agents, employees, subcontractors ar
Consultants that are included in this agreement.
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15. CONFORMITY TO LEGAL REQUIREMENTS
The CCVB shall cause all final reports to conform to all applicable requiremer
of law: federal, state and local. CCVB shall provide all necessary supporti
documents, to be filed with any agencies whose approval is necessary.
CCVB agrees to allow City or its designated representative to monitor, auc
review, and examine the methods, procedures, and results of CCVB.
16. OWNERSHIP OF DOCUMENTS AND EQUIPMENT
All plans, studies, brochures, reports and equipment (including softw;
licenses) as herein required or authorized to be purchased under this agreement :
the property of the City, whether the work for which they are made be executed or nc
In the event this contract is terminated, all plans, studies, brochures, reports a
equipment (including software licenses) shall be delivered forthwith to the City. CC
shall have the right to make one (1) copy of the documents for hidher records.
17. REPRODUCTION RIGHTS
The City agrees that all copyrights which arise from creation of the work pursui
to this contract shall be vested in the City and hereby agrees to relinquish all claims
such copyrights in favor of the City.
18. HOLD HARMLESS AGREEMENT
CCVB agrees to indemnify and hold harmless the City of Carlsbad and
officers, officials, employees and volunteers from and against all claims, damag
losses and expenses including attorney fees arising out of the performance of the WI
described herein caused in whole or in part by any willful misconduct or negligent aci
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omission of the CCVB, any subcontractor, anyone directly or indirectly employed by a
of them or anyone for whose acts any of them may be liable, except where caused
the active negligence, sole negligence, or willful misconduct of the City of Carlsbad.
CCVB shall at his own expense, upon written request by the City, defend a
such suit or action brought against the City, its officers, officials, employees a
volunteers. CCVB's indemnification of City shall not be limited by any prior
subsequent declaration by the CCVB.
19. ASSIGNMENT OF CONTRACT
The CCVB shall not assign this contract or any part thereof or any monies d
thereunder without the prior written consent of the City.
20. SUBCONTRACTING
If the CCVB shall subcontract any of the work to be performed under t
contract by the CCVB, CCVB shall be fully responsible to the City for the acts a
omissions of CCVB's subcontractor and of the persons either directly or indirec
employed by the subcontractor, as CCVB is for the acts and omissions of persc
directly employed by CCVB. Nothing contained in this contract shall create z
contractual relationship between any subcontractor of CCVB and the City. The CC'
shall bind every subcontractor and every subcontractor of a subcontractor by the ter
of this contract applicable to CCVB's work unless specifically noted to the contrary
the subcontract in question approved in writing by the City.
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21. PROHIBITED INTEREST
No official of the City who is authorized in such capacity on behalf of the City
negotiate, make, accept, or approve, or take part in negotiating, making, accepting,
approving of this agreement, shall become directly or indirectly interested personally
this contract or in any part thereof. No officer or employee of the City who is authoriz
in such capacity and on behalf of the City to exercise any executive, supervisory,
similar functions in connection with the performance of this contract shall becor
directly or indirectly interested personally in this contract or any part thereof.
22. VERBAL AGREEMENT OR CONVERSATION
No verbal agreement or conversation with any officer, agent, or employee oft
City, either before, during or after the execution of this contract, shall affect or moc
any of the terms or obligations herein contained nor entitle the CCVB to any additiol
payment whatsoever under the terms of this contract.
23. SUCCESSORS OR ASSIGNS
Subject to the provisions of Paragraph 18, "Hold Harmless Agreement,"
terms, conditions, and provisions hereof shall inure to and shall bind each of the part
hereto, and each of their respective heirs, executors, administrators, successors, a
assigns.
24. EFFECTIVE DATE
This agreement shall be effective on and from the day and year first writi
above.
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25. CONFLICT OF INTEREST
The City has determined, using the guidelines of the Political Reform Act and t
City's conflict of interest code, that the CCVB will not be required to file a conflict
interest statement as a requirement of this agreement. However, CCVB here
acknowledges that CCVB has the legal responsibility for complying with the Politil
Reform Act and nothing in this agreement releases CCVB from this responsibility.
26. INSURANCE
The CCVB shall obtain and maintain for the duration of the contract and any a
all amendments insurance against claims for injuries to persons or damage to prope
which may arise out of or in connection with performance of the work hereunder by 1
CCVB, his agents, representatives, employees or subcontractors. Said insurance st
be obtained from an insurance carrier admitted and authorized to do business in 1
State of California. The insurance carrier is required to have a current Best's K
Rating of not less than "A-:VI' and shall meet the City's policy for insurance as stated
Resolution No. 91 -403.
A. Coveraqe and Limits.
CCVB shall maintain the types of coverage and minimum limits indicated
herein, unless a lower amount is approved by the City Attorney or City Manager:
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1. Comprehensive General Liability insurance. $1,000,000 combined
single-limit per occurrence for bodily injury, personal injury and property damage. If tl
submitted policies contain aggregate limits, general aggregate limits shall apy
separately to the work under this contract or the general aggregate shall be twice tt
required per occurrence limit.
2. Automobile Liability (if the use of an automobile is involved for CCVB's
work for the City). $1,000,000 combined single-limit per accident for bodily injury ar
property damage.
3. Workers' Compensation and Employer's Liability. Workers'
Compensation limits as required by the Labor Code of the State of California ar
Employer's Liability limits of $1,000,000 per accident for bodily injury.
4. Professional Liability. Errors and omissions liability appropriate to the
CCVB's profession with limits of not less than $1,000,000 per claim, Coverage shall b
maintained for a period of five years following the date of completion of the work.
B. Additional Provisions.
CCVB shall ensure that the policies of insurance required under this
agreement contain, or are endorsed to contain, the following provisions.
1. The City shall be named as an additional insured on all policies excluding
Workers' Compensation and Professional Liability.
2. The CCVB shall furnish certificates of insurance to the City before
commencement of work.
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3. The CCVB shall obtain occurrence coverage, excluding Professional
Liability which shall be written as claims-made coverage.
4. This insurance shall be in force during the life of the agreement and any
extension thereof and shall not be canceled without 30 days prior written notice to t
City sent by certified mail.
5. If the CCVB fails to maintain any of the insurance coverage required
herein, then the City will have the option to declare the CCVB in breach, or rr
purchase replacement insurance or pay the premiums that are due on existing polic
in order that the required coverage may be maintained. The CCVB is responsible
any payments made by the City to obtain or maintain such insurance and the City rr
collect the same from the CCVB or deduct the amount paid from any sums due 1
CCVB under this agreement.
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27. RESPONSIBLE PARTIES
The name of the persons who are authorized to give written notices or to receij
written notice on behalf of the City and on behalf of the CCVB in connection with tl
foregoing are as follows:
For City: Title: Citv of Carlsbad
Name: Finance Director
Address: 1200 Carlsbad Villaqe Drive
Carlsbad CA 92008
For CCVB : Title: Carlsbad Convention and Visitors Bureau
Name: Steve Link
Address: P.O. Box 1401
Carlsbad, CA 92018
28. BUSINESS LICENSE
CCVB shall insure they are in compliance with ail City of Carlsbad Busines
License requirements for the duration of the contract.
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29. ENTIRE AGREEMENT
e
This agreement, together with any other written document referred to
contemplated herein, embody the entire agreement and understanding between t
parties relating to the subject matter hereof. Neither this agreement nor any provisi
hereof may be amended, modified, waived or discharged except by an instrument
writing executed by the party against which enforcement of such amendment, waiver
discharge is sought.
Executed by CCVB this 3 RB day of 0LJe.m nm - 7 19 97.
CCVB: CITY:
CARLSBAD CONVENTION AND
’ VISITORS BUREAU
By:
Mayor
Chairperson of the Board
ATTEST:
balk +
DIANE SCHEER
&kt& 2.z- ALETHA L. RAUTENKMNZ’
SECRETARY City Clerk
November 19, 1997 Date
R- 5Gi Amm L,,, fiwNdw- b LARRY SCHEER CWRiA,
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(Proper notarial acknowledgment of execution by CCVB must be attached.)
(President or vice-president and secretary or assistant secretary must sign
corporations. If only one officer signs, the corporation must attach a resolution certif
by the secretary or assistant secretary under corporate seal empowering that office1
bind the corporation.)
APPROVED AS TO FORM: >> * y Attorney . BALL
BY & 'Deputy City Attorney
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Carlsbad Convention and Visitor's Bureau
Reimbursement Request
For the Period Ended ,199-
Farn Trips/Travel Writer Program
Community Events
Trade Shows
Advertising
Brochures
Video
Mgt overhead for marketing programs
1,000
6,000
20,000
30,000
15,000
1,000
48,000
I Total Program Expenditures I 121,000
A.
_. *. .. 0 0 ATTACH1
Carlsbad Convention and Visitor's Bureau
Accounting of Funds
For the Quarter Ended .. ,199-
ANNUAL TOTAL EXPENSES
BUDGET For the Quarter Contrac:
~,~$j$~&~&&,,~~ ~~~~~~~~~~~~ ~~~,~~~~,~~~,~~ zz . .. . ....... ............... .... .... ....... ................................... . . .,. ... .. .., ... ... ... .. . ... . . ... . . . .... ... .. ......I.. . ... ..:., ......
Personnel:
Operations:
Utilities
Outside Services
Mainff Rental
Office Supplies
Postage
Travel
Insurance
Total Operations
Equipment Purchases:
Item description
Total Equipment Purchases
,4
-7
Total Visitor Center Operations I 114,000 I 0
.. , , . . ... . ..... .:.:. .... 2. ./ , . . ... . i. i.. ... . i. 2. ..,............... ..... . . . . . ... ... i.... >,. .>. .. . .. . ... . ... . i . .. . . .. : .... .......,.,... :. . . . . J~~~~W,~~,Egpendlts~~:~,~~~j3S,lii$i4Pjli'i,~~~~~~~~ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . , . . . . . . . . . . . . . . . . . . . . . . . . . . . . . , . . . . . . . . . .
Familiarization Tripsnravel Writer Program 1,000 -1
Community Events
Trade Shows
Advertising
Brochures
[
0
6,000 -1 0
20,000 -1 0
Video
30,000 -1 0
15,000 71 0
1,000 n 0
Management overhead for marketing programs 48,000 n 0
Total Program Expenditures 121,000 I
i.TOTAfr jp,EE@D .Ex,p@3)gW,WS ~,~~:~~~~~~~~~ 235,000 .:.:...: .... ..:.. i.... ..................... .:. ... ... .......... ..... :.. ... ... ... .................. ............ ...... ... .._...... y.. .. .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
0
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I' ,
b *.f L ', e e EXHIBIT 3
October 1, 1997
Lisa Hildabrand
Finance Director
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad CA 92008
Dear Lisa,
As you know, we strongly believe that Carlsbad is on the threshold of tremendous growth in
tourism industry. We need to substantially expand our visitor services and our markef
programs to take advantage of this opportunity.
We are asking that the monthly allocation for the Visitor Information Center operations
increased from $7,800 to $9,500. This increase will alleviate severe financial shortages in
management areas ie. outdated equipment in the Old Depot, increasing utility and postage co
and way overdue salary increases. This is an increase of $20,400 per year.
Additionally, to maintain the momentum in TOT and sales tax revenue growth, we
recommending the following increases in our marketing programs.
$18,000 Advertising
For the past decade we allocated the bulk of our advertising dollars to leisure publications
Westways, E A Magazine, Sunset, etc. In the past two years we diverted dollars to increase
in such publications as Travel Agent Magazine, Meetings in the West, Western Associat
News, etc. To be effective, we need to increase our presence in both types of publicatio
Also, there are several excellent publications in Japan, Europe and Canada, that we should t
advantage of.
$12,000 Travel Shows
We are experiencing very successful results from the travel shows we currently attend. '
recommend the addition of one more show to the schedule: World Travel Mart in London.
is a massive show attended by thousands of travel professionals from throughout Great Brita
We also need to upgrade our trade show booth and acquire a table top display for events wh
a full size booth is inappropriate. We believe having a lap top computer with data and sce;
of all of Carlsbad's hotels would enhance our abilities to book business at these shows. We a
need to acquire some small give-away items to give to travel professionals we deal with.
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 0 Carlsbad, CA 92018-1246
(619) 434-6093 *Fax (619) 434-6056
&* b, e e
$ 5,000 Fam Tours
Because of the two resorts in Carlsbad, we are receiving numerous requests for tours by mee
planners, tour operators, travel agents and travel writers. Our costs are minimal because
hotels and restaurants support this program so well. But we do have incidental expenses s
as gratuities for waiters, welcome baskets, etc. We also have been asked by the Califol
Division of Tourism to establish technical tours through several Carlsbad industrial facilities 1 they will promote. And finally, the California Division of Tourism sponsors a Media Blit:
a couple of East Coast cities each year. Because of LEGOLAND, they are urging UI
accompany them on the next blitz.
$ 3,000 Promotion of special events
Our support of major events in Carlsbad not only enhances the success of these events, but j
hotel rooms and makes cash registers ring in our restaurants and stores. We are sponsoring
first annual German Film Fest April 2-4 in Carlsbad. Its success would be greatly enhancec
we could acquire some additional funds for advertising. Additionally, we have been invitec
build and man a visitor information booth in the Flower Fields during March and April.
will be able to direct visitors to the Mall, Carlsbad Company Stores the Village, etc.
$10,000 Brochures
There are several new publications we would like to publish. We have a committee that 1
commerce, plus the North County Transit District, to produce a brochure promoting North Co
communities. The brochure would be widely distributed in brochure racks and through e:
organization. It has been tentatively agreed that each organization will allocate $6,000 to
project. We also need a small English language brochure for the European market,
accommodations guide for travel professionals and a brochure touting the amenities of (
lagoons.
$ 9,000 Video update
Our very popular video on Carlsbad was produced in 1991. We use it to entice and educ;
travel professionals and travel writers about Carlsbad. The video is out of date. It needs to
updated with information about LEGOLAND, Four Seasons Aviara, Company Stores, etc.
$20,000 Management allocation
Under our contract with the City, we divide our administrative costs between the Visi
Information Center and marketing programs. The $20,000 covers salaries, postage, telephor
been meeting with representatives of the Solana Beach, Encinitas and Oceanside chambers
supplies, etc. required to carry out the marketing programs.
The total requested for new marketing programs is $77,000 for the coming 12 months. We w
coordinate with you the allocation of the management allocation among the marketing prograj
when we finalize the wording of the contract.
In conclusion, the current 15 month contract calls for a city allocation of $264,000. On
annualized basis, this amounts to $211,200, with $93,600 earmarked for Visitor Informatic
Center operations and $117,600 for marketing programs.
<’ 0: ,. 0
Our proposal is :
$21 1,200 Current expenditures
20,400 Increase in Visitor Information Center operations
77.000 New marketing programs
$308,600 Total
We hope you agree that the new marketing programs we propose will increase the numbe.
Canadian and overseas travelers to Carlsbad and enhance our interaction with travel professio!
without reducing our marketing programs aimed at leisure travelers in the Southwest regio
Please note that the ConVis generates about $40,000 each year from other sources thti
primarily allocated to our marketing programs.
One final point. In 1999 there will be a need for a kiosk or manned office near LEGOLAl
to direct the 1.8 million visitors to the park to Carlsbad’s other attractions and shopping cent(
If the city considers offering a contract greater than 12 months, we request an opportunitJ
present new proposals at this time next year.
If you have any questions, please contact me.
&&
Executive Director
.. ~ t . .a 0 rlsba e EXHIBIT 4
ALIFORNIA
I$'
I.
:..
Sept 10,1997
e. ":
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..
Lori Lieberman
Assistant to the City Manager
1200 Carlsbad Village Dr.
Carlsbad, CA 92018
Dear Lori,
With the addition of 500 or more hotel rooms to Carlsbad's inventory in the next couple of yc
the opening of Company Stores, LEGOLAND etc., the number of visitors to Carlsbad will so
double. Carlsbad's hospitality industry is evolving and the role of the Carlsbad Convention a
Visitors Bureau is growing and changing as well.
Pursuant to our meeting with you and Jim Elliott on September 23, we prepared a working pa
of how we see our role and what areas need additional emphasis to maximize TOT revenue
growth. The paper is basically divided into three areas.
I. Mission of the ConVis
11. Reaching the markets
III. Estimated costs
Please note the reference to a need for a presence in south Carlsbad. With a majority of hotel
rooms in that part of the city and with an estimated LEGOLAND attendance of 1.8 million
people, there is a very real need to have staff in that locale to direct visitors to the Plaza Camil
Real, the Village, Carlsbad Company Stores etc., and direct traffic flow away from residential
areas. Whether it be a kiosk or office, where it will be located and how it will be hnded is stil
undetermined. This site is not intended to replace our principle ofices in the Old Depot.
Let's talk about it.
On a related subject, we thought the discussion of our contract was supposed to be placed on t
city council agenda in September. Do you know what date it will be?
Sincere1 , &k-. Steve Link
"Executive Director
Attach a/s
cc Jim Elliott
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 * Carlsbad, CA92018-1246
(760) 434-6093 * Fax (760) 434-6056
www.carlsbadca.org
J
.I ,I 0 0
I.‘ MISSION OF THE CONVIS
Overall Goal
Through its activities, the Carlsbad Convention and Visitors Bureau Promotes a healthy
hospitality industry that benefits the community economically, producing jobs and generatini
revenues for the city.
Mission Statement
The mission of the ConVis is:
> Manage a coordinated marketing program that positions Carlsbad as a prime visitc
and conference destination in Southern California
& Generate awareness of Carlsbad, in those regions which provide the largest numb1
visitors to Southern California
> Be the focal point of Carlsbad’s hospitality industry and work to enhance the city’
economy by promoting Carlsbad as a site for vacations and meetings.
> Assist with the promotion of a number of local community events.
& Operate a ‘Visitors Information Center’ in the “Old Village Depot” that is open SE
days a week to assist visitors to Carlsbad . *
NOTE: The role of the Carlsbad ConVis is to promote Carlsbad as a destination and not any
specific hotel, restaurant or attraction. These businesses have their own marketing programs.
Marketing Philosophy
Selling Carlsbad is like selling any commodity. Your must keep the customer continuously
aware of your product.
The fundamentals of marketing involve identifying who the potential customers (visitors) are
determine how much budget is available; and finally, how best to’ spend the budget to reach a
may potential customers (visitors) as possible. Other considerations include determining hov
much budget and effort should be expended to promote tourism in the off-season versus
increasing the success of peak-season business.
Many coastal communities compete with Carlsbad to entice visitors. These include: Santa
Barbara, Ventura, Newport Beach, Long Beach, Coronado and San Diego.
“Plcasc note Illat Illere is a growing need for a “Visitors Information Center” in south Carlsbad.
REACHING THE MARKETS
Note: Advertising in a particular publication or attending a
travel show may impact several markets at once.
Los Angeles Market
1. Participate in Orange County Travel Show Jan 31 - Feb 1,1998
2. Participate in Los Angeles Travel Show April 4 - 5,1998
3. Advertise in March, April, May, October issues of Orange Coast
Magazine
4. Advertise in San Diego Getaway sections of Orange County Register
during March - May and October - December.
5. Advertise in Sax1 Diego Getaway sections of Riverside Press Enterprise
and San Bernardino Sun during March - May
6. *3 Advertise in the November, January, March issues of Valley
Magazine (San Fernando region)
Arizona Market
1. Participate in Travel Show Feb 27 - 28,1998
2. Advertise in May issue of Phoenix Magazine
3. Advertise in March, April, May issues of Tucson Lifestyle Magazine
4. Advertise in March, April, May issues of Arizona Senior World
newspaper.
5. +?+ Advertise in San Diego Getaway sections of Arizona Daiiy Star
(Tucson) in March - May
6. .+:? Advertise in San Diego Getaway sections of 'Arizona Republic /
Phoenix Gazette in March - May
*:* Ncw Programs 1
4
.1
..
' ,'
0 a
0 General Southwest and Beyond Market
1. Operate Internet web page to communicate with the world market.
2. Conduct pro-active program to bring travel writers to Carlsbad.
3. Advertise in California Visitors Guide (annual)
4. Advertise in San Diegan (annual)
5. Advertise in San Diego Visitors Guide (annual)
6. Advertise in Sunset Magazine when they feature San Diego (twice
annually)
7. Advertise in Fall and Spring issues of Vacations Magazine
8. Advertise in Fall and Spring issues of Travel 50 & Beyond Magazine
9. +:+ Advertise in March, April, October issues of Westways Magazine
(AAA So CA)
10. +3 Advertise in'March, April, October issues of Via Magazine (AAA No
CAI
11. +:+ Advertise in San Diego Getaway sections of Palm Springs Desert Sun
during March - May
12. *:* Advertise in San Diego Getaway sections of Las Vegas Review -
Journal during March - May
13.8 Advertise in Travel America when they feature San Diego (twice
annually)
14. *:+ Advertise in similar magazines when they feature North County or
the San Diego region. These include airline magazines, Travel & Leisure
Magazine, National Geographic Traveler, etc.
e Travel Professional and Group Market
1. Participate in Calif Travel Market, San Diego, March '98
*3 New Programs
2. Participate in Pow Wow, Chicago, June '98
3. Participate in Anwicaa Airlines Destination Travel Shows
4. *:* Make annual presentation to reservation agents at American Airlines
Reservation Center in Tucson.
Note: Other shows listed elsewhere also are aimed at the travel
professional, Le.; ITB Berlin, World Travel Market, London, Japanese
Tour Operator Reception and all consumer shows, i.e.; Orange County,
Phoenix and LA have a portion of time restricted to travel professionals.
5. Advertise in Calif Travel Planner's Guide (annual)
6. Advertise in San Diego Travel Planner's Guide (annual)
7. Advertise in the following publications when they feature San Diego:
Corporate & Incentive Travel Group Travel Leader
Meetings in the West Successful Meetings
Travel Agent ._-.' Travel Weekly
,'
Other publications, listed elsewhere, are also read by travel
professionals.
7. Organize and conduct familiarization tours for travel planners, group
., , ,,;2.: tour leaders etc.
0 European Market
1. Participate in ITB Travel Show Berlin March '98
2. *:+ Distribute 20,000 German Language brochures through Schotte
Media Partners
3. *:* Participate in World Travel Market, London Nov '98
4. *:* Print 5,000 smaller English Language brochures
Asian Market
1. Participate in Japanese Tour Operator Reception, LA, Sept'98
*:+ Ncw Programs 3
i ;
.I *x 0 e
2. e3 Advertise in Japanese language California Travel Guide that is
distributed throughout Japan (annual)
Canadian Market
1. Participate in Canadian Sales Mission, or travel show in Vancouver,
Sept 98
2. Participate in the California Dream Days promotion
OTHER RESPONSIBILITIES
Operate Visitors Center
1. Install new phone system to better serve the public (The current system
was a used phone system that was donated to the ConVis in 1985).
2. Purchase a new fax machine (The current fax was a used fax donated by
the Oceanside Chamber of Commerce).
3. The computer purchased in 1996 does not have a printer.
4. e3 With an anticipated attendance of 1.8 million people annually to
LEGOLAND, there is a need for an information kiosk near LEGOLAND
to steer the visitors to the Company Stores, Plaza Camino Real, the
Village and away from residential areas.
5. e:. Man a kiosk at the Flower Fields during March - April.
Promote Community Events
1. Be a sponsor and promote the San Diego Marathon, Jan '98
2. Be a sponsor and promote the Carlsbad 5000, March '98
3. Promote the Carlsbad Flower Fields
4. +:e Be a sponsor and promote the German Film Festival, March'98
5. Sponsor and promote the Volksmarch, April '98
e:e New Programs 4
6. Promote the Village Faire, May & Nov ’98
7. Promote the Carlsbad Triathlon, July ’98
8. Promote the Jazz in the Park series, June - Aug ‘98
9. Promote the Toshiba Tennis Classic, Aug ’98
Regional Promotions
1. *:+ Coordinate a San Diego North Coast marketing program in
cooperation with Del Mar, Solana Beach, Encinitas, Oceanside, and
North County Transit District.
,2. +:+ Publish a North Coast brochure.
Travel Writer Program
1. e!. Participate in the California Division of Tourism media blitzes to New
York, Chicago etc. ,
,
2. Contact travel writers about Carlsbad’s attractions.
Technical Tours
1. *:* Develop a series of tours through selected companies in the Carlsbad
industrial area.
ECO Tours
1. +:* Develop cooperative programs with Batiquitos Lagoon Foundation
and Buena Vista Lagoon Foundation.
2. *:* Publish a Three Lagoons brochure
Sister City Programs
I. Develop more programs to support Carlsbad’s Sister City Committee.
+:+ New Programs 5
. I
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Chamber of Commerce Phone Calls /7
From Middle of February to Mav
400 calls per week (usually regarding the Flower Fields, Village Faire
want to spend the summer in Carisbad)
From Mav 15 - SeDtember 15
250 calls per week (what can we do in Carlsbad, where can we stay)
October to the end of November
300-350 calls per week (Village Faire, Christmas activities)
1' ' 0 0
October 21, 1997
Mayor Claude "Bud" Lewis
Carlsbad City Council
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Dear Mayor Lewis,
You have received from your Finance Department a packet of information pertaining
to the Carlsbad ConVis contract.
Attached is an addendum to the packet, that will help you follow what our speakers
will be talking about this evening.
Sincerely,
Executive Director
Carlsbad Convention & Visitors hreaU
P.O. Box 1246 ~Carlsbad, CA 92018-1246
(619) 434-6093 0 Fax (619) 434-6056
I/ ' 0 0
Convention and Visitors Bureal
a x, r 0 e
Carlsbad Convention and Visitors Bureau
Officers and Board of Directors
Chairperson - Nancy Nayudu
Co-owner of the Pelican Cove Inn, San Diego’s premier bed and breakfast inn. Pric
to this, she was a computer programmer.
Vice Chairperson - Norine Sigafoose
Owner/Manager, Seashore on the Sand. Former nursery owner and paralegal
business owner. Director, Oceanside-Santa Margarita YMCA, Member, Carlsbad
Rotary, Director, Carlsbad Boys and Girls Club.
Treasurer - Hope Wrisley
Owner, A World of Travel; Past President, Carlsbad Chamber of Commerce; Past
Co-Chair, Carlsbad Village Business Association; Past chairman, ConVis Advisory
Board. Past President, Carlsbad Rotary. Carlsbad Host of the Year Award, 1994.
Secretary - Diane Scheer
Founder, Monarch Financial Group. Past Co-Chair, Carlsbad Village Business
Association. Secretary/Treasurer, Carlsbad Village Optimist Club.
Directors:
Rui Barros
Regional General Manager for Sora Management, Inc. Currently operating the
Ramada Inn Suites in Carlsbad as well as the Days Inn Suites in Palm Springs.
Previously, General Manager of the Racquet Club of Palm Springs, a Hotel Del
Coronado Resort.
Anita Boeker
Marketing Director, Carlsbad Company Stores. Previously with the San Diego Zoc
and San Diego Wild Animal Park for more than eleven years.
Carol DuDeck
Director of Sales and Marketing of the Carlsbad Inn Beach Resort for the past nine
years. Past Chairperson, ConVis HoteVMotel Committee. Past Vice President anc
Membership Chairperson of Escondido political organization. Carlsbad Host of the
Year Award, 1993.
* .I. a 0
Eddie Maldonado
Manager, Raintree Restaurant, 20 years in restaurant industry. Board of Directors,
Carlsbad Chamber of Commerce, Board member for Carlsbad Companies on Camp
Member, Carlsbad Rotary Club. Co-founder, Carlsbad Poinsettia West.
Peder Norby
Owner, Encinitas Danish Bakery. Past Chairperson, ConVis Advisory Board. Pa
President, Carlsbad Rotary Club. Past member of the Carlsbad Housing/Redevelo]
ment Advisory Commission. Board of Directors, Carlsbad Chamber of Commerce
Board of Directors, Carlsbad Education Foundation. Carlsbad Host of the Year
Award, 1991.
Bill Parr
Director of Sales & Marketing, La Costa Resort and Spa. Past President, San Die
chapter of Hospitality Sales & Marketing Association International. Member, San
Diego ConVis Sales Committee. Thirty-one years in hospitality industry.
Jerry Rombotis
Businessman. Past member Convis Advisory Board. Past President, Carlsbad
Chamber of Commerce. Past President, Rotary Club. Past member of the Plannil
Commission. Past member of the Master Plan Advisory Committee.
Jim Samuels
Director of Marketing, Four Seasons Resort, Aviara. Corporate Trainer for Four
Seasons 4 Regent Hotels and Resorts on Sales and Marketing, Catering and Confc
ence Services and Reservations. Board of Directors, Aviara Master Association,
Board of Directors, University of California Irvine.
Rick Smock
General Manager, Best Western Beach Terrace Inn and Beach View Lodge. Distri
Governor, Best Western International. Instructor in Hospitality and Hotel Manage ment, Past Chairperson, ConVis Advisory Board.
Bonnie Tekstra
Assistant Manager, Tamarack Beach Resort. Has been with resort for ten years.
Previously was Membership Director of the Racquet Club of Palm Springs, Past
Chairperson, ConVis Advisory Board. Carlsbad Host of the Year Award, 1992.
A1 Wanamaker
Owner, Al’s In The Village Cafe. Past Co-Chair, Carlsbad Village Business Asso
tion. Rotarian of the Year, Carlsbad Hi-Noon Rotary Club. Small Business Advi!
Committee, Hawaii Visitors Bureau.
cvba\bdofdirs
1 *I ’ e 0
TOTREVENUES
San Diego County
Fiscal Year 1996/ 1997
LA MESA $457,
SOLANA BEACH $256,
VISTA $188:
IMPERIAL BEACH $81, .- d
SANTEE $71,
POWAY $62.
SAN MARCOS $55,
LEMON GROVE $19,
TOTALS $92,807,
4 I. 0 0
TOTREVENUES
NORTH COUNTY
Fiscal Year 1996/ 1997
DEL MAR $1,023,
OCEANSIDE $694,
ENCINITAS $541,
ESCONDIDO $522,
SOLANA BEACH $256.( .
VISTA $18& .
SAN MARCOS $55,1 .
TOTALS $7,160, -I
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Carlsbad ConVis Advertising Schedule
August 1, 1996-October 31,1997
Publication Size Circulation
Guides
California Visitors Guide 1/6 pg color 400,000
California Travel Planner’s Guide 1/6 pg color 85,000
Meetings Guide to the West listing 28,000
San Diego Visitor’s Guide 2/3 pg color 250,000
San Diegan 1/2 pg color 185,000
Travel Industry Directory listing
Western Association News CVB Directory listing
h
A
A
A
A
A
A
S
C
A
C
Magazines
Alaska Airlines Magazine
LA Magazine
Orange Coast Magazine
Phoenix Magazine
San Diego Magazine
Sunset Magazine
Successful Meetings
Tucson Lifestyle Magazine
Travel Agent Magazine
Travel 50 & Beyond
Vacations Magazine
1/6 pg b/w
1/6 pg b/w
1/6 pg b/w
1/4 pg color
1/3 pg b/w
116 pg b/w
112 pg color
116 pg b/w
1/6 pg b/w
Full page b/w
1/6 pg b/w
1/6 pg b/w
1/12 pg color
1/12 pg color
135,000
175,000
40,000
43 ,000
55,000
340,000
30,000 -
32,000
250,000
134,000
360,000
C
C
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C
h
A
h
C
h
J1
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S
A
h
S
h
S
F
F
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4 C) ’ 0 -2- a
Newspapers
Arizona Senior World
Los Angeles Times
5 inch b/w 275,000
4 inch b/w 1,362,000
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