HomeMy WebLinkAbout1997-10-28; City Council; 14405; CCVB reportI i “J
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DEPT. HD> -
CITY OF CARLSBAD - AGEN A BILL
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CITY MGR - DEPT. FIN
CITY ATTY. ! BUREAU REPORT FOR THE MTG. 10/28/97
TITLE: t
CARLSBAD CONVENTION AND VISITOR’S
PERIOD ENDED 07/30/97
I I
RECOMMENDED ACTION:
Accept report.
ITEM EXPLANATION:
On August 20, 1997, the City Council authorized the Mayor to execute an Agreen
the Carlsbad Convention and Vis8itor’s Bureau (CCVB) for community promotion s
The services specified in the contract to be provided by CCVB are as follows:
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A. Manage and coordinate a marketing program that positions Carlsbad as
destination in Southern California.
B. Generate awareness of Carlsbad in those geographic regions of the Unite
which provide the largest number of visitors to Southern California each year.
C. Operate the Visitor Information Center. D. Enhance the current travel writer‘s program by organizing additional
Carlsbad by several travel writes that result in published articles promoting Carlsba
E. Promote local community events including the San Diego Marathon, the (
5000, the Carlsbad Triathlon, the La Costa Golf event and the Toshiba Tennis Clas
F. Develop private funding for advertising co-op programs, central reservati1
and other participatory fees to support a full-time, aggressive tourism marketing prc
G. Implement an evaluative tracking method and submit quarterly reportin
~ following information gathered from each phone call or visit to the Visitor Inf
Center.
1. Place of residence
2. Number of potential visitors
3. Purpose of trip (business or personal)
4. How they heard of Carisbad
5. How they heard of the Visitor Center
H. Provide monthly and/or quarterly information on occupancy rates and room
the Carlsbad and the North San Diego County area.
group rate and room-rate promotions during low season and sales to individual ai
wholesalers.
In order for Council to evaluate the services provided by CCVB, the contract spec
certain items are to be reported on a quarterly basis. CCVB has submitted th,
report which summarizes their activities from May 1, 1997 through July 31, 1997. E
the information supplied, it is difficult for staff to determine if all of the services SE
the contract are being provided in the manner anticipated in the agreement.
I. Establish a corporate/group sales incentive program which would includc
r‘ ,. PAGE 2 OF AGENDA a ILL NO. j 7; Y 0 5
To assist Council in reviewing the CCVB report, the following table lists the
requirements required by contract and where to find the information in the report :
by CCVB.
Contract Provisions Items Received
Written description of activities
Provide data on occupancy and room rates for the
calls and walk-ins at the Visitor Information Center
Visitor Information Summary Statistical report of information received from phone
Written description of activities.
targeting groupkorporate visitors.
Programs to Attract Groups Statistical report showing results of programs
Carlsbad and North County areas. Not provided
Accounting of Funds Accounting of funds spent by program
A comparison of the Visitor Information Summary this period to the same peri
previous year indicates that the number of visitors to the Carlsbad Visitor In
Bureau offices during this period (9,6,12) increased by 1,728 visitors from the
year.
FISCAL IMPACT:
The City’s Agreement with the Carlsbad Convention and visitor’s Bureau e:
$264,000 as the total amount of funding for the fifteen (15) month period from
1996 through October 31, 1997. The contract includes $1 17,000 for the operat
Visitor Information Center, and $147,000 for programs.
Payments from the City during this period totaled $60,328. The CCVB also
additional $7,594 from other sources which includes $6,742 from local hotels
balance from miscellaneous promotions and depot sales.
Expenditures for this period totaled $57,793, of which $23,400 or 40% were for or
the Visitor Information Center. The remaining $34,393 in expenses were for p
Print advertising (magazines and brochures) was the largest single outlay in thi:
totaling $22,320 or 65%.
Expenditures for participation in trade shows totaled $7,792 followed by commur
promotion which cost $3,000.
EXHIBITS:
1. Report from the Carlsbad Convention and Visitors Bureau for the period of
1997 through July 31, 1997, dated August 28, 1997.
I. ,, e e EXHIBIT 1
August 28, 1997
Lisa Hildabrand
Finance Director
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad CA 92008
Dear Lisa,
Attached is the financial report and a synopsis of major activities of the Carlsbad Conven
and Visitors Bureau for the period of May 1, 1997-July 31, 1997. I am including five extra
of the attachments so the council members won't be receiving photocopies of photocopies.
If you have any questions, please call me.
Please notify us when this will be placed on the Council Agenda so we can be present to ans
questions.
Sincerely, :/ I
.-..
['"Steve Link
Executive Director
Encl.
cvba\qtly.ltr
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 * Carlsbad, CA 92018-1246
(619) 434-6093 Fax (619) 434-6056
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ACTIVITIES
May To kick off the summer tourist season, ConVis advertised in a number magazines and newspapers. These included LA Magazine, Orange Cc
Magazine, Phoenix Magazine, Tucson Lifestyle Magazine, LA Times, Ora
County Register, Riverside Press Enterprise, San Bernardino Sun and Ariz
Senior World.
May 1 Steve Link took Smith Barney executive4 to lunch with Jim Samwb, mark
director, Four Seasons Resort, Aviara, to explore future conventions at the resc
May 2 Diana Aaron attended a meeting at San Diego ConVis regarding the upcomi
Pow Wow Trade Show.
May 4 The replay of the Carlsbad 5000 was aired nationwide on ESPN. This was
second airing since the race. The program included the Carlsbad commerci
May 5 ConVis staff were volunteer workers at the Village Street Faire.
May 10 ConVis staff assisted at the Grand Opening of the mineral spa at Alt Karlsb
May 11 The Ventura County Star published a full-page feature on Carlsbad. Diana Al
worked with the writer when she visited Carlsbad in April.
May 13 John Poimiroo, Director of the California Division of Tourism, received a
of the Four Seasons Resort, Aviara, arranged by ConVis staff.
May 13 Steve Link attended the first meeting of the San Diego Super Bowl Hospit
Committee.
May 13 Diana Aaron participated in the Chamber of Commerce Membership Appreck
Day by distributing new directories to local businesses.
May 14 Steve Link was appointed to the Hospitality and Tourism Department Advi
Board at Mira Costa College. The Board will help establish policie!
curriculum and programs to increase enrollment.
May 16-17 The editor and a photographer from an upscale lifestyle Italian magazine vi
Carlsbad, They were hosted by La Costa Resort & Spa for rooms and met
May17- 18 Two golf tour organizers from Canada visited Carlsbad to gather materials
book on golf vacations. They were hosted for rooms and some meal
Andersen’s Inn and dinner by Neimans.
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May 21
May 25
May 29
May
May3 1 -
Inn June 4
June
June 2
June 4
June 18
June 18
The featured speaker at the May Hotel Motel Committee meeting was 1
Canepa, president of Wave Crest Properties. He unveiled the renderings of
planned Palomar Beach Resort to be built at Carlsbad Blvd and Palomar Aiq
Road. The luncheon was hosted by Tamarack Beach Resort.
Diana Aaron attended a PATA VUSA Mart Trade Show meeting at the San Dil
ConVis. The trade show will be held in San Diego and focus on tour opera1 from the Pacific Rim.
Steve Link was the featured speaker at the Rotary Club. He gave an overv on the Carlsbad tourism industry.
A New Zealand television station aired a program on vacationing in Carlst
ConVis staff assisted the crew for four days of filming when they visited her
April. The crew was hosted by La Costa Resort & Spa for their rooms
meals.
Diana Aaron, accompanied by Rebecca Stevens, Director of Sales, Andersc
and Joanie Miringoff, Tour Co-ordinator, Carlsbad Flower Fields, manned
Carlsbad booth at Pow Wow in Nashville, TN. This prestigious travel sho1
attended by travel planners and tour operators from throughout the world.
The 97-98 edition of the Sun Diegun Travel Book has a six-page chapter
Carlsbad, written by Steve Link. More than 185,000 copies are printed c
year.
Steve Link appeared before the San Diego County Board of Supervisors to pre
a grant proposal to fund promotions that benefit the North County region.
A radio program on vacationing in Carlsbad was aired in Berlin, Germany.
reporter was assisted by ConVis staff in gathering information and conduc
interviews during his visit in December. He was hosted by Beach Terrace
for lodging and meals were provided by Tip Top Meats, Fidel’s and It’s Co
Time.
Tracy Drapkin, Director of the Toshiba Tennis Classic and Karen Olsen, Tr
Hotel Motel Committee meeting. The luncheon was hosted by La Costa Rc
& Spa.
American AirlinedAmerican Eagle’s Destination Showcase Travel Show was
at the Raintree Restaurant. This travel show was brought to Carlsbad by
ConVis. Booths at the show represented such places as Germany, Virgin Isla
London and New York City.
Industry Sales Manager, San Diego Zoo, were the featured speakers at the I
.. ..
June 19
June 21
June
June 26
June 30
June
July
July 16
July 24
July 30
0 e
Diana Aaron manned the Carlsbad booth at the American AirlinesIAmer
Eagle Destination Showcase travel show in Monterey.
The ConVis provided information to a travel writer from Canada who vis
Carlsbad and San Diego. He was hosted by Best Western Beach Terrace In
The Japanese Language California Travel Guide, published by the Califo
Division of Tourism, devotes a page or two to four recommended destinatior
the beginning of the book. They are: San Francisco, Los Angeles, San D8 and Carlsbad. ConVis staff worked with the publisher beginning in Septer
96 to ensure Carlsbad was well represented in the book.
A receptive tour operator from Florida, who met Diana Aaron at Pow Wo
Nashville, flew to Carlsbad to learn more about our city. He was hostec
Seashore on the Sand. He is currently negotiating for 600 room nights ai
Costa Resort for a group from France.
The Marketing Committee met to discuss 1998 marketing programs.
The ConVis was selected to receive the prestigious Epicurus Award for ha.
one of the 500 best Internet web sites in the world.
ConVis staff distributed postershrochures promoting the Toshiba Tennis Cla!
The ConVis held a luncheon at Neiman’s Restaurant to honor Norine Sigafc
for completing her term as Chairman of the Board and welcoming Nancy Nal
to the Chairmanship position. Following the luncheon, attendees were givl
tour of Four Seasons, Aviara.
Steve Link met with Bill Haviluk to discuss LEGOLANLIKonVis relationshi
The Marketing Committee met to review marketing programs for the cor
year.
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Programs to Attract Groups
The ConVis was contacted by Smith Barney. This company holds more than a do;
conferences, of various sizes, annually throughout the United States. We introduced them
Jim Samuels, the marketing director of Four Seasons Resort, Aviara.
The ConVis had a booth at Pow Wow in Nashville, Tennessee May 31-June 4. This
America’s most prestigious travel show sponsored by the Travel Industry Association
America. The show is restricted to travel planners and tour operators from throughout
world. We returned with more than 100 solid leads that we have provided Carlsbad hotels
Carlsbad hosted the American AirlineslAmerican Eagle Destination Showcase travel show
June 18 at the Raintree Restaurant. Carlsbad had a booth at the same show the following
in Monterey. These shows are attended only by travel agents, tour operators and other tr;
professionals.
The ConVis worked extensively with the organizers of the Village Street Faire and the Tosl
Tennis Classic to promote the events.
Through our Internet web page and in response to our advertisements, we provided viable 1t
to hotels for meetings and conventions totaling more than 6,990 people, requesting 6,246 r(:
nights. Names are available upon request. These are in addition to the individuals who inqu
in response to our advertising programs.
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Visitor Information Summary
May 1, 1997 - July 31, 1997
CA resident
visitors
Out of CA
visitors
Foreign
visitors
Tot;
m
May 1,448 1,404 112
June 1,382 1,554 138
July 1,742 1,641 191
3 month totals 4,572 4,599 441
~
Above figures represent one member of family and/or group.
May June July
Phone inquiries 2,475 2,498 2,597
Mail outs 1,248 909 822
~~~~~ ~~~ ~~~~ ~
Travel agent
mail outs 148 136 152
cvba\qtrsum
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Publications
AAA
Arizona Republic
Better Homes & Gardens
CA Visitor’s Guide
CA Travel Planners Guide
Business Travel Planner
Vacation Magazine
Sunset Magazine
Internet
LA Magazine
LA Times
San Bernardino Sun
Riverside Press Enterprise
Ventura Star
San Diegan
Tucson Lifestyle
Phone Book (800 book)
Carlsbad 5000 commercial
TV
C of C Referrals
Phx Magazine
Az Senior World
Orange County Register
SD Visitor Guide
North Coast Magazine
Orange Coast Magazine
Travel Agent Magazine
Mobile Guide
OAG
Las Vegas Review-Journal
No Recollection
e
Inquiries
May
1
1
0
34
5
0
1
131
1
167
19
9
21
0
0
12
1
1
2
1
7
24
13
6
0
0
14
2
1
1
239
e
June
5
1
1
48
4
2
0
97
26
89
1
1
4
1
0
6
1
1
195
3
4
3
24
14
0
0
2
2
0
0
1
JdY
3
0
1
43
13
0
0
38
28
30
1
0
1
1
1
3
2
2
1
3
20
13
1
4
2
1
1
0
0
0
124
,
.. .. 0 0 Program Expenditures
Accounting of Funds
For the Quarter Ended July 31,1997
TOTAL EXPENSES
For the Quarter Contract to Date
Travel Writer Program:
Management Allocation
Meals
Equipment Allocation
Postage
Subtotal
Community Events:
Management Allocation
Equipment Allocation
Advertising
Other [list]
Subtotal
Trade Shows:
Management Allocation
Booth Fees
Travel Costs
Supplieshlaterials
Subtotal
Advertising:
Management Allocation
Equipment Allocation
Ads
Production Costs
Postage
Other
Subtotal
Brochures:
Management Allocation
Equipment Allocation
Design & Printing
Subtotal
Video:
Management Allocation
Production Costs
Subtotal
Marketing Partnership
Subtotal
$ 1,238
20
$ 1,258
$ 3,000
$ 3,000
$ 3,000
2,075
2,087
630
$ 7,792
$ 7,000
15,288
32
$ 22,320
23
$ 23
$ 6,238
45
500
350
$ 7,133
$ 15,000
100
$ 7,059
$ 22,159
$ 4 3,000
13,195
6.060
630
$ 32,885
$ 19,439
71 3
46,915
2,443
6,622
$ 76,132
$ 8,000
400
19,761
$ 28,161
$ 351
1,055
$ 2,367
$ 1,406
$ 8,000
Total Program Expenditures: $ 34,393
Total Period Expenditures: $ 57,793
E:My Documents\Excell\ConVis Accounting of Funds Apr 30-1 997
.. .. a e Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended July 31,1997
Income
For the Quarter Contract to Date
City of Carlsbad $ 60,327.75
County of San Diego
Hotel Co-op 6,742.1 0
Marketing Partnership 31 2.25
Depot Sales 503.1 5
Misc. Promotions 37.00
Total $ 67,922.25
$ 216,731.26
8,200
28,987
2,522
2,151
2,685
$ 261,275.87
Visitor Center Operations
For the Quarter
Personnel:
Management $ 2,950
Staff Salaries 11,043
Benefits 200
Payroll Taxes 2,800
Contract to Date
11,950
45,143
741
11,276
Total Personnel $ 16,993 $ 69,110
Overhead:
Utilities
Outside Services
Mainff Rental
Equipment Allocation
Office Supplies
Postage
Travel
Insurance
Conferences
Memberships
Telephone
Items for Resale
Misc. Fees
$ 400
897
203
79
1,877
23
273
1,007
241
1,047
132
228
$ 1,781
1,507
1,145
329
6,168
623
1,229
131 3
3,249
1,630
3,969
591
756
Total Overhead $ 6,407 $ 24,490
Equipment Purchases:
Items Cost
Total Equipment
Total Visitor Center Operations: $ 23,400
E:Wy Documents\Excell\ConVis Accounting of Funds Apr 30-1 997
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1 " , __"
IM
CONVENTION & VISITORS BUREAU
August 4, 1997
Ms. Norine Sigafoose
Chairman of the Board
Carlsbad Convention & Visitors Bureau
P.O. Box 1246
Carlsbad, CA 9201 8-1246
Dear Norine:
Just a brief note to let you know how much we have enjoyed working with the Carlsb;
Convention & Visitors Bureau over the past year. Steve Link and your gang in
Carlsbad have been wonderful partners in our tourism promotion efforts.
As you may know, Diana Aaron of your staff recently teamed up with the Convis Traj
Industry Sales Department at the annual Pow Wow gathering in Nashville this past
June. Pow Wow is the nation's largest travel industry trade show. By all accounts, t
joint mission was a resounding success.
Again, thanks for your support and best wishes for continued success at the Carlsb: Convention & Visitors Bureau.
Sincerely,
&i/
Reint Reinders, CHA
President & CEO
RF?/SG:cam
,. cc: Steve Link
Diana Aaron
401 B Street, Suite 1400, Son Diego, CA 92101-4237 - Telephone (619) 232-3101 Fox (619) 696-937
Infernef: http://www.sondiego.org €-Moil: sunshine@sdcvb.org
iUNDEO BY THE (IIY. COUNTY bNO ?OPT Of IAN DIEGO
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SUNDAY, JULY 6,1997‘
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any place 1,:.
: .to reinvent :::ou“,ystory
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I received several kudos as well as a few soft stones from my June 1 column about why
’ .\ certain ar- .
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!
MORROW Werner von
Gundell says I was a
bit off in translating Oliven- hain.The moniker doesn’t mean “home of the olive.” If I would have done a bit of sim- ple research a month ago I - . would have discovered that my German dictionary indicates “olive” translates to “olive’? in both languages, and huin in
,’ German means “grove.” . .
’. Encinitas historian Jim ‘ ,.
.MdVhimey confirms it. ..I ’ : :‘r . ’ :.
I.’ ’ It‘samazingwhatyoucan. . ,’
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. And, according to author Marje Howard- Jones in her “Seekers of the Spring,” I was off on how the Spanish cop.; I- quistadors discovered and ; :1: ” . named Agua Hedionda Jh- 5 <:’. . goon. Hedionda is Spanish for‘’ “stinking water,” but it wasn’t
I named because of any sulphur springs, as I reported earlier.’
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.Wen the Don Gaspar de Por-:: tola expedition camped along the banks of the tidal lagoon ’ back in 1769, Father Juan
, Crespi made note that Portola
. . had named the valley San Si-
'man Lipnica, but he aIso noted the tired soldiers were grous- ing about the “miserable place” their leader had chosen as a rest stop. “Taking exception to the scent of decaying fish and oth- er debris, it was the soldiers
, I who unwittingly christened the lagoon for posterity: ‘Agua Hedionda,? the ‘stinking wa-< .. ._ ters,”’ writes Howard- Jones. It was pointed out by sever-
al Carlsbad and Oceanside folks that Carlsbad’s name was shortened to “Carl” by the . , Santa Fe railroad in 1907 be- cause it didn’t want. to cause confusion over freight and :
’ bad, N.M. Although this did . \ happen prior to World War I, it
’ . didn’t having anything to do with supposed anti-German feelings, but it did hurt the . community‘s pride. Howard- Jones’ book also refers to this historical mo- ment: “As if it were not enough
’. for the town’s railroad identity to be changed from Carlsbad to Carl in 1907, a further status demotion came in 1909 when the U.S. Post Office Depart- ment closed its Carlsbad office and residents had to travel to Oceanside to pick up their’
n1ail.” To make sure this informa- tion was correct, I confirmed it with the keeper of such things for Carlsbad - Steve Link, who toils quite effectively as the commyn.ity:s convention, and visitors bureau director.
pecially.writers,’coming into, our office asking questions and we.try to make sure we have the right answers: Steve assured. :. , I ,’ The above is correct - now.
mail destinations with Carls-
“We get a lot of people, es- ’
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Last July the Convention andVisi-
tors Bureau was approachedby Elite
Racing, the organization that puts
on the Carlsbad
CONVIS 5000. They were
&PORT working with the
producers of a televi-
sion series that features disabled
people who excel in a wide range of sports.
the funds in their budget, so the producers finally decided to air the
commercial free as a public service
announcement. Since July, it has
aired more than 1,070 times.
In January, ESPN decided to pick
up the program and air it twice a
month. It still contains Carlsbad's
commercial. ESPN sells the other
spots on the program for $5,900.
Selk provided numbers ani patterns for Germans, Jay
Canadian and other foreign
to California. He described t'
ous marketing programs COI
by the state to entice more o
travelers to California.
He noted that the Carlsbl
Vis participates annually in tl
Mission to Canada and had . .. , :.. .... .. .,. "he award-winning program airs Official speaks at luncheon atthetravelshowinBerlinin
'O ... ' .. . ,-.'i . four times a week on 152 cable sta- Terry Selk, the international pro- The ConVis thanks Beach'
tions nationwide. They offered the gram manager of the California Di- Inn for hosting his stay ar ConVis a special rate of $600 to air vision of Tourism, was the featured Storming Adventures for th
Carlsbad's 30-second commercial speaker at the April meeting of the tour. Inns of America and E each time. The ConVis didn't have ConVis Hotel/Motel Committee. Restaurant hosted the lunc
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Johq ... . lgdter ,: :'to ensure.easy local access to. ' , ' Carlsbad ConVis' John
:- the site for revisions and Prelgorisk put the site together . Coasral CmmUniIieS on corn- updates on local events. , .. , and trained chamber staff purer. . The .* committee judged sev- membcr Wendy Evers to main-
NCINITAS -. The . era1 similar web sites for infor- ' tain it.
Encjnitas/North Coast, : mation Content, design and .. "It Will open up the lines Of
Chamber of.Commerce ,:'graphics before-picking a communications even more,'.'
is online. ' .,. . ' . ,* : builder, Carlsbad ConVis. That said Evers. "This. is a good
E
Chamber officials recently company designed a similar way to reach people."
unveiled 'a new Internet web .Site forhe city of.Carlsbad. Evers will update the site
site they will use to'further: ._ . 'That site is not only attrac- from the chamber's Encin,itas'
promote local businesses.. A ..tive but productive," 'said Boulevyd office. She said-she
communications committee, ' ConVis executive director .welcomes E-mail from people,
organized by chamber officers 'Steve Link. "It is ieceiving looking fo,r information.on
Russell Griffith .and Frank ' 4,000. to 5,bOO hits a-week . .local businesses or restaurants.
,Mangio, handled the setup of from people interested in ' The chamber's address is
'-the site. They said they wanted . learning about Carlsbad." . http//www.encinitasca.org. w
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While on the subject of literature, have you s& tl
the Visitors Guide published by the San Diego (
coxi~is Bh is a spectacular photo of our flower fields. 1
and Visitors Bureau? The cover of the current 96.
200,000 copies of the guide are printed and
annually. Thank you,, San Diego ConVis for The Summer Tourist Season promote Carisbad.
Is Upon Us
by Steve Link, Executive Director .- a,,
Carlsbad Convention and Visitors Bureau "...?-
. :
We are kiclung off the summer tourist season with an ,
extensive advertising campaign. The ConVis placed ads in
a variety of newspapers ' in May, including: Los Angeles
Times, Orange County Register, Riverside Press
Enterprise, San Bernardino Sun and Arizona Senior
World. We also advertised in several magazines in May. ___
They were: Los Angeles Magazine, Orange Coast
Magazine, Phoenix Magazine and Tucson Lifestyle ,, I " '
Magazine.
"__
./
I Do you know it is hot in Phoenix today ... I
The temperatures inland are hovering around the century
mark and we want to tempt the readers with our beaches., I
answered the phone the .other day and the first words I I
heard were, "Do you know it is hot in Phoenix today'? It is I
over a hundred," she said. I offered to send her our
literature but she wanted a hotel room for the next day.
The tourist season is off to a great start. Our ads should fill
those few empty rooms that are still available.
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