HomeMy WebLinkAbout1998-01-20; City Council; 14524; Carlsbad Convention and Visitors Bureau.
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CITY OF CARLSBAD -AGENDA BILL
AB# /+i;52 ‘j TITLE:
MTG. 1 I20198 CARLSBAD CONVENTION AND VISITOR’S BUREAU
DEPT. FIN FINAL REPORT FOR THE CONTRACT ENDED 10131197 CITY MGR. w
Accept report and authorize the reallocation of $7,000 in program funding, by adopting
Resolution No. 984 19 .
ITEM EXPLANATION:
On August 20, 1996, the City Council authorized the Mayor to execute an Agreement with the Carlsbad
Convention and Visitor’s Bureau (CCVB) for community promotion services. The services specified in the
contract to be provided by CCVB are as follows:
A.
B.
C.
D.
E.
F.
G.
H.
I.
Manage and coordinate a marketing program that positions Carlsbad as a prime destination in Southern
California.
Generate awareness of Carlsbad in those geographic regions of the United States which provide the
largest number of visitors to Southern California each year.
Operate the Visitor Information Center.
Enhance the current travel writer’s program by organizing additional visits to Carlsbad by several travel
writers that result in published articles promoting Carlsbad.
Promote local community events including the San Diego Marathon, the
Carlsbad 5000, the Carlsbad Triathlon, the La Costa Golf event and the Toshiba Tennis Classic.
Develop private funding for advertising co-op programs, central reservations fees and other participatory
fees to support a full-time, aggressive tourism marketing program.
Implement an evaluative tracking method and submit quarterly reporting of the following information
gathered from each phone call or visit to the Visitor Information Center:
1. Place of residence 2. Number of potential visitors
3. Purpose of trip (business or personal)
4. How they heard of Carlsbad
5. How they heard of the Visitor Center
Provide monthly and/or quarterly information on occupancy rates and room rates for the Carlsbad and the
North San Diego County area.
Establish a corporate/group sales incentive program which would include special group rate and room
rate promotions during low season and sales to individual and group wholesalers.
In order for Council to evaluate the services provided by CCVB, the contract specifies that certain items
are to be reported on a quarterly basis. CCVB has submitted their final report pertaining to this contract, which summarizes their activities from August 1, 1997 through October 31, 1997. Based on the
information supplied, it is difficult for staff to determine if all of the services set forth in the contract are
being provided in the manner anticipated in the agreement.
.
PAGE 2 OF AGENDA BILL NO. JY, S2Y
To assist Council in reviewing the CCVB report, the following table lists the reporting requirements required by the contract and where to find the information in the report submitted by CCVB.
Contract Provisions Items Received Page
Written description of activities. Written description of activities. 4-7
Statistical report of information received Visitor Information Summary 8
1 from phone calls and walk-ins at the Visitor 1 Inquiries I 9 I Information Center.
Provide data on occupancy and
room rates for the Carlsbad and North County
Not provided. ---
areas.
Statistical report showing results of programs
targeting group/corporate visitors.
Accounting of funds spent by program.
Programs to Attract Groups
Accounting of Funds
10
11-12
A comparison of the Visitor Information Summary this period to the same period in the previous year
indicates that the number of visitors to the Carlsbad Visitor Information Bureau offices during this
period (9,669) increased by 273 visitors from the previous year.
Reallocation of Fundinq
On December 8, 1997, the Carlsbad Convention and Visitors Bureau submitted a letter requesting a
modification in the allocation of program funds to increase the Trade Show category by $7,000 and reduce the Brochure category by $7,000. This reallocation will not change the total amount of the
contract or any of the other significant provisions of the contract.
FISCAL IMPACT :
The City’s Agreement with the Carlsbad Convention and Visitor’s Bureau established $264,000 as the
total amount of funding for the fifteen (15) month period from August 1, 1996 through October 31,
1997. The contract includes $117,000 for the operation of the Visitor Information Center, and
$147,000 for programs.
Payments from the City during this quarter totaled $34,344. The CCVB also raised an additional
$17,280 from other sources which includes $10,000 from the County, $4,300 from local hotels, and the balance from miscellaneous promotions and depot sales.
Expenditures for this period totaled $52,843, of which $23,400 or 44% were for operation of the Visitor
Information Center. The remaining $29,443 in expenses were for programs. Print advertising (magazines and brochures) was the largest single outlay in this category totaling $15,624 or 53%.
Expenditures for community events promotion totaled $7,100, followed by participation in trade shows
which cost $4,377.
CCVB has submitted the final invoice to the City which falls under this contract, requesting
reimbursement of expenditures contingent upon Council approval of the reallocation. If Council
approves this request, and upon payment of the invoice, the total amount paid to CCVB ($264,000)
will be equal to the total established funding for the fifteen (15) month contract period.
PAGE 3 OF AGENDA BILL NO. Iq;.Q‘j
EXHIBITS:
1. Resolution No. c)8 -19
2. Letter dated December 8, 1997 requesting a reallocation of program funds.
3. Report from the Carlsbad Convention and Visitors Bureau for the period of August 1, 1997 through
October 31, 1997, dated November 28, 1997.
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RESOLUTION NO. 98-19
RESOLUTION OF THE CITY COUNCIL OF THE CITY
OF CARLSBAD, CALIFORNIA, AUTHORIZING THE
REALLOCATION OF FUNDS FOR THE CCVB CONTRACT
WHEREAS, on August 20, 1996, the City Council authorized the Mayor to
execute an Agreement with the Carlsbad Convention and Visitor’s Bureau (CCVB) for
community promotion services; and,
WHEREAS, CCVB has requested that they be allowed to reallocate funding
from the brochures program category to the trade show category;
WHEREAS, this reallocation does not effect the total funding for the contract or
any of the other significant provisions of the contract.
NOW, THEREFORE, IT IS HEREBY RESOLVED AS FOLLOWS:
SECTION 1. That the above recitals are true and correct.
SECTION 2. That the reallocation of $7,000 from the brochures category to the
trade show category for the CCVB contract for the period ended October 3 1,1997 is
authorized.
PASSED, APPROVED AND ADOPTED by the City Council of the City of
Carlsbad at its regular meeting held on the 20th day of January , 1998, by the
following vote, to wit:
AYES: Council Members Lewis, Finnila, Nygaard, Kulchin & Hall
NOES: None
ABSENT: None
ATTEST:
ALETHA L. RAUTENKRAN Z, City Clef-k
EXHIBIT 2
December 8, 1997
Lisa Hildabrand
Finance Director
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Dear Lisa,
As per paragraph 8 of the agreement between the City of Carlsbad and the Carlsbad Convention
and Visitors Bureau, we are requesting a modification in the allocation of funds for our various
marketing programs, as listed in paragraph 5B.
Attached is a list of the invoices we have submitted under the contract. With our latest invoice,
dated December 3, we have attained the total allowable amount of $147,000. As you can see
by the attached list, the amounts in some categories exceeded the maximum amount allowed,
where in other categories we spent less than the amount authorized.
There are basically two reasons for this. We attended more travel shows than we anticipated
15 months ago and our brochure costs were considerably less because we delayed reprinting our
16-page visitors guide from October to December, which moved the expenses into the current
contract.
If you take $7,000 from the Brochure category and reassign it to the Travel Show category all
categories will then fall within allowable limits. We request that you do this.
If you have any questions, please contact me.
Sincerely,
a &teve Link
Executive Director
Enclosure
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 l Carlsbad, CA 92018-1246
(760) 434-6093 l Fax (760) 434-6056
www.carlsbadca.org
.’ EXHIBIT 3
November 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 Convention
and Visitors Bureau for the period August 1, 1997-October 31, 1997. I am including five extra
sets 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 answer
questions.
L.. Executive Director
Enclosure
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 l Carlsbad, CA 92018-1246
(760) 434-6093 l Fax (760) 434-6056
www.carlsbadca.org
ACTIVITIES
August l-2
August 4
August 5
August 6
August 7
August 7
August 12
August 13
August 15
August 15
August 16
August 19
August 20
ConVis staff helped promote the Toshiba Tennis Classic at La Costa Resort
and Spa.
Steve Link was the featured speaker at the Carlsbad High Noon Rotary
meeting.
Steve Link and Diana Aaron met with Connie Beardsley to discuss Karlovy
Vary Week.
Steve Link took staff members from the KPBS radio station in San Diego
on a tour of Carlsbad. They recorded his narration for broadcast on
August 21.
Norine Sigafoose and other committee members made a presentation to the
Encinitas Chamber of Commerce and the Encinitas Assistant City
Manager about our plans to promote the coastal regions.
Diana Aaron attended a Carlsbad Poinsettia West meeting to discuss
cooperative promotions.
Steve Link attended a Superbowl Committee meeting in San Diego.
The Marketing Committee met to evaluate marketing opportunities.
Steve Link met with a group of receptive tour operators to promote
Carlsbad.
Diana Aaron attended a meeting at the San Diego ConVis to make plans
for the VUSAMART travel show/conference to be held in San
Diego, September 7- 11.
Diana Aaron met with a group of receptive tour operators to promote
Carlsbad.
ConVis staff attended a San Diego ConVis mixer at Hyatt Regency.
Discount tickets are now being sold at the Visitor Information Center for
such attractions as Sea World, Wild Animal Park, San Diego Zoo, etc.
Prior to this, the Visitor Center offered discount coupons to be redeemed
at the attraction.
August 21
August 23
August 23
August 25
August 26
August 30
September
September 3
September 4
September 5
September 7
September 10
September 11
September 11
Diana Aaron, Marge Howard-Jones, Eric Larson and Rick Smock traveled
to the KPBS radio station in San Diego to be guests on a live show on
Carlsbad. During the show, excerpts from Steve Link’s recorded tour
were aired.
The ConVis was a co-sponsor of the Gala event at Four Seasons Resort,
Aviara.
Norine Sigafoose made a presentation to the De1 Mar Chamber of
Commerce about our plans to promote the coastal regions.
Steve Link met with Frank Alshire about plans to publish a Three
Lagoons brochure.
Steve Link attended the Oceanside Chamber of Commerce Tourism
Committee luncheon.
Diana Aaron met with a publisher’s rep for San Diego Visitors Guide to
select slides from ConVis photo library.
Diana Aaron worked with representatives of KSNE-FM 106.5, the #l
radio station with adults 25-54 in the Las Vegas area, to promote Carlsbad
as a tourist destination. They devised a contest with the winner to receive
free airline tickets from Southwest Airlines, two nights at Carlsbad Inn,
dinner for two at Raintree Restaurant and tickets to the San Diego Zoo.
Diana Aaron attended a transportation workshop at the Senior Center.
Diana Aaron attended a Carlsbad Poinsettia West meeting.
Steve Link and Diana Aaron met with Marianne Flowers, Director of
Marketing for LEGOLAND, to discuss cooperative programs.
Steve Link attended a reception at the Wild Animal Park to welcome
delegates to the VUSAMART travel show/conference in San Diego.
ConVis staff met with a representative of United Airlines/Japan and
arranged a special tour of Callaway Golf for her.
ConVis staff attended a San Diego ConVis mixer at Morgan Run.
In partnership with the CA Division of Tourism, ConVis sponsored a tour
of VUSAMART delegates. They boarded the Coaster in San Diego
(hosted by NCTD) and upon arrival in Carlsbad, were given a bus tour
by ConVis staff. Lunch was hosted by Four Seasons Resort, Aviara.
September 16
September 17
September 18
September 22-23
September 24
September 25
September 25
September 27
September 27
October
October 1
October 2
October 2
October 4
October 7
Steve Link and Diana Aaron attended a San Diego ConVis luncheon,
where their coming year advertising schedule was unveiled.
The featured speaker at the September Hotel Motel Committee meeting was
Anita Boeker, Marketing Director, Carlsbad Company Stores. The
luncheon meeting was hosted by Four Season Resort, Aviara.
Diana Aaron attended the Ecotourism Summit in San Diego.
Diana Aaron manned the ConVis booth at the American Airlines
Reservation Center in Tucson, touting Carlsbad to AA reservation
agents.
Diana Aaron attended a Superbowl Committee meeting in San Diego.
Steve Link manned the Carlsbad booth at the Japanese Tour Operator
Reception in Los Angeles. The reception was sponsored by the San
Diego ConVis.
Steve Link and Norine Sigafoose met with Pete Adland (NCTD) and
Phyllis Hill (Oceanside Chamber of Commerce) to discuss our
coastal region marketing plans.
Steve Link and Hope Wrisley escorted two busloads of American Airlines
executives on a tour of Carlsbad. They were in Carlsbad for a conference
at Four Seasons Resort, Aviara.
Diana Aaron met with a Canadian travel writer.
The Carlsbad promotion on KSNE-FM, Las Vegas aired 41 times in early
October culminating in the winner being selected on October 18. The 41
free airings had a value of $6,150.
Steve Link met with a German travel writer.
Diana Aaron attended an Encinitas Chamber of Commerce luncheon,
where she was invited to report on ConVis activities.
Diana Aaron attended a Carlsbad Poinsettia West meeting.
Steve Link is chairman of the Carlsbad Rotary Oktoberfest at Holiday
Park.
Steve Link met with Bob Richards about plans to publish a
Three Lagoons brochure.
October 9
October 15
October 16
October 17
October 21
October 22
October 22
October 28
October 29
October 29
Diana Aaron attended a meeting at the San Diego ConVis to determine
which organizations in the county were interested in advertising in
the World Travel Guide.
The featured speakers at the October Hotel/Motel Committee meeting were
Marianne Flowers from LEGOLAND and Wes Johnson from Accessible
San Diego.
The ConVis called a meeting of hotels to help co-op an ad in the WorZd
Travel Guide. La Costa Resort and Spa committed $6,000, American
Eagle $3,000 and Olympic Resort, Ramada Inn Suites and Andersen’s Inn
each committed $2,000. LEG0 committed $12,ooO for an ad of their own
adjacent to ours.
Diana Aaron attended a Superbowl Committee meeting in San Diego.
Diana Aaron gave a tour of Carlsbad to a German travel writer. The
writer was hosted by Carlsbad Inn.
Diana Aaron attended an Oceanside Chamber of Commerce tourism
committee luncheon.
Steve Link met with a writer for a German language newspaper printed
in the U.S.
Steve Link took the mayor and vice-mayor of Karlovy Vary to dinner.
Steve Link presented the quintet from Karlovy Vary at a performance
at Las Villas de Carlsbad. He arranged for them to be hosted for
lunch at the retirement home and then car-pooled them to another
performance at Valley Junior High.
ConVis directors attended a reception to honor the’delegation from
Karlovy Vary. ConVis provided part of the refreshments.
Visitor Information Summary
Attached is the summary for the current reporting period and for the same period in 1996.
The number of people stopping in at the Visitor Information Center is substantially less than
would stop in if parking were available. For the past 22 months, people riding the Coaster
completely fill our parking lot by 7 am.
All day long we watch tourists drive into our parking lot and continue on, without ever coming
in, because they can’t find a place to park.
This 22-month situation could be easily remedied by designating a half dozen spaces as 20-
minute spaces or 2-hour spaces.
Visitor Information Summary
August 1, 1997 to October 31, 1997
CA resident Out of CA Foreign Total for
visitors visitors visitors month
August 1,752 3,502
September
October 3,071
3 month totals 563
Above figures represent one member of family and/or group.
August September
Phone inquiries
Mail outs
Travel agent
mail outs 201 279 290 770
cvba\qtrsum
Programs to Attract Groups
On August 15 and again the next day, Steve Link and Diana Aaron met with groups of receptive
tour operators who were on a familiarization tour of Carlsbad and Oceanside.
VUSAMART is an annual travel show/conference of Pacific Rim travel professionals, that this
year was held in San Diego, September 7-l 1. We worked with the California Division of
Tourism to offer delegates a tour of Carlsbad following the event.
Steve Link manned the Carlsbad booth at the Japanese Tour Operator Reception in Los Angeles
on September 25. This event was limited to travel professionals in the group business.
Through our Internet web page and in response to our advertisements, we provided viable leads
to hotels for meetings and conventions totalling more than 9,264 people, requesting 17,295 room
nights. Names are available upon request. These are in addition to the individuals who inquired
in response to our advertising programs.
City of Carl&ad 34343.87 $ 251,075.13
County of San Diego 1 o,ooo.oo 18,200
Hotel Co-op 4299.08 33,287
Marketing Partnership 1,105.OO 3,627
Depot Sales 631.20 2,782
Misc. Promotions 1,243.56 3,929
Total $ 51,623.51 $ 312,899.38
Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended Ott MI1997
Income
For the Quarter Contract to Date
Visitor Center Operations
For the Quarter
Personnel:
Management $ 2,700
Staff Salaries 10,843
Beneftis 200
Payroll Taxes 2,500
Total Personnel $
Overhead:
Utilities $ 368
Outside Services 508
Maim/Rental 383
Equipment Allocation 1,898
Office Supplies 1,149
Postage 130
Travel 376
Insurance 512
Conferences 607
Memberships 395
Telephone 400
Items for Resale 431
Misc. Fees
Total Overhead
Equipment Purchases:
$
Items Cost
Total Equipment
Contract to Date
14,650
55,986
941
13,776
16,243 $ 85,353
$ 2,149
2,015
1,528
2,227
7,317
753
1,605
2,025
3,856
1,630
4,369
1,022
756
7,157 $ 31,647
Total Visitor Center Operations: $ 23,400
E:\My Documents\Excell\ConVis Accounting of Funds Ott 31-1997
$ 117,000
-
Program Expenditures
Accounting of Funds
For the Quarter Ended Ott 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
Supplies/Materials
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
Total Program Expenditures:
Total Period Expenditures:
1,799
97
300
100
$
2,599
1,698
3,998
$
2,500
1,275
203
399
$
5,999
1,688
3,956
588
2,899
680
$
1,ooO
$
145
$
2,197
W33
142
600
450
f 9,792
$
$
17,599
1,789
10,059
7,199 $ 29,259
$
4,377
15,599
14,470
6,263
1,029
$ 36,632
$ 24,439
2,313
59,871
3,931
9,422
14,624 $ 99,756
$
1 ,m
145
$
$
9,ooo
400
19,761
$ 29,161
$ 351
1,299
$
2,367
S
1,551
t
9,~
29,443
52,843
$
$ 296,151
s 323,151
E:Wly Documents\Excell\ConVis Accounting of Funds Ott 31-I 997
ADVERTISER AUGUST
AAA 3 1 3
Better Homes & Gardens 0 1 0
CA Visitor’s Guide 26 39 22
CA Travel Planners Guide 7 6 2
Internet 36 35 12
CA Gold/Flowers 2 1 1
LA Mag 3 13 0
Tucson Lifestyle 0 2 0
San Diegan 1 0 0
Phone Book (800 book) 0 3 0
Marathon 1 4 3
No Recollection 154 96 85
C of C Referrals 2 0 0
Orange County Register 1 3 1
SD Visitor Guide 6 3 5
Television 8 1 0
Exit Info 1 0 0
Orange Coast Mag 0 1 1
AZ Sr. World 0 0 1
Frommers 2 3 0
Phoenix Mag. 0 2 2
Fortune 10 4 3
Travel Agent 0 0 218
Alaska Airlines 0 0 11
Meetings in the West 0 35 0
Sunset Magazine 5 0 0
Travel 50 & Beyond 0 0 37
SEPTEMBER OCTOBER
omvK/B M@VBL OMIo,UBn;;l\r, CONSULTING
SAN DIEGO SEPTEMBER 1997
9th ANNUAL SOUTHERN CALIFORNIA VISITOR INDUSTRY
OUTLOOK CONFERENCE TO BE KELD DEC. 5,1997
Southern California’s economy is once again rapidly heating up. What does this portend for &e
$15-billion-a-year tourism industry and allied businesses? How can Southern California rege
its rightful place as a tourist mecca for travelers from Europe, Asia and Latin .4merica as well
as the US? Tourism industry executives and financial experts will discuss these and other issues
and offer their forecasts at UCLA Extension’s Oth Annual Southern C:llifornia Visitor
Industry Outlook Conference. chaired by PK.F’s Los Angeles head. Bruce Baltin. The
conference takes place on Friday. December 3. from 520 a.m. to 4 p.m. at the Regal Biltmore
Hotel, 506 So. Grand Ave. in Downtown Los hgeies. The fee is 3 150 including luncheon.
Featured topics and speakers include:
l Getting Your Share of the Business?
Jim .\lkon. publisher, &1eefing !?ews: Brian Stevens. V.P. Sales and Marketing, Hilton
Hotels Corp.: Nasser Pazirandeh. Director of Eastern Region. Conferon; and Randy
Villareai. Chairman. Los Angeles Convention & Visitors Bureau;
l Travei Stat&tics: Currertf Trends and the Near-Term Outlook for 1998
Bruce Baltin. Senior VP, PKF Consulting; Tiffany Umess, Senior Tourism Specialist,
California Division of Tourism; Warren “Skip” Hull. VP. CIC Research Inc.; and
Catherine Shaw, Director, Marketing Research. Travel Industry Association of America;
l Economic Forecast...Shifting Fortunes?
Jack Kyser. Chief Economist. Economic Development Corporation of Los Angeles
couny
l Trends and Opportunities in Travel Tour Packaging
Asia/Russia: John Lu. President. Best of USA Marketing; U.K./Europe: Greg Fisher,
Executive VP. Allied Tours; South .4merica: Kirk Summers. VP Sales and Marketing,
Tour California: USA: Amy Jo Schneider, Senior Product illanager. Mark Travel Corp.
l Regional &tractions and Destinations
Gary Sherwin. Long Beach Area Convention & Visitors Bureau; Tom Kiely. Director,
Travel Industry Sales, Universal Studios Hollywood: Bob Gilbert, VP, Sales and Travel
Operations. Disneyland Resort; Kerry Morrison, Director. Hollywood Entertainment
District: Robert Barrett, Associate VP. Cultural Tourism. Los Angeles Convention &
Visitors Bureau; and Jim Hancock, VP, Marketing, Long Beach Aquarium of the Pacific;
l Hotei Forecast: Looking at Los Angeles, Orange County and San Diego County
Bruce Baltin, Pamela Greaten and Jeff Lugosi, PKF Consulting; and
l Emerging Travel Trends Peter Yesawich, President, Robinson, Yesawich & Pepperdine Inc.
For more information, a free brochure, or to enroll, call UCLA Extension’s Department of
Business and hlanagement at (3 10) 206-S 120. Or enrol1 online: htto:l/www.unex.ucla.edu
This PKF report is the most recent monthly report available.
r ----- ---
Statistics And Trends Of Rooms Business In San Diego
PKF Consulting
BY LOCATION
MONTH OF SEPTEMBER 1997
DOWNTOWN
SAN DIEGO BAY AREAS
IA JOLL4
MISSION VALLEY
MISSION BAY
//NORTH COASTAL
NORTH CIl-Y/UTC
SOUTH BAY
EAST COUNTY
I-1 5IKEIARNY MESA
SPORTS ARENA/OLD TOWN
AVERAGE DAILY ROOM RATE OCCUPANCY PERCENT
1997 1996 VAR 1997 1996 VAR
$110.29 $90.13 22.4% 81.41% 70.76% 15.0%
$150.92 $132.28 14.1% 82.61% 80.69% 2.4%
$150.80 $139.86 7.8% 81.07% 73.62% 10.1%
$80.00 $72.46 10.4% 76.57% 71.79% 6.7%
$123.49 $115.65 6.8% 81.17% 78.14% 3.9%
$128.18 $122.40 4.7% 73.98% 65.93% 12.2%
$105.46 $91.43 15.3% 85.98% 81.43% 5.6%
$60.26 $54.85 9.9% 55.12% 56.96% -3.2%
$91.02 $89.51 1.7% 48.16% 50.78% -5.2%
$78.89 $72.50 8.8% 71.64% 66.62% 7.5%
$64.18 $58.98 8.8% 78.04% 74.62% 4.6%
OVERALL AVERAGE $109.07 $97.05 12.4% 77.99% 72.26% 7.9%
JANUARY TO SEPTEMBER 1997
DOWNTOWN
SAN DIEGO BAY AREAS
IA JOLLA
MISSION VALLEY
MISSION BAY
&~RTH COASTAL
NORTH CIlY/UTC
SOUTH BAY
EAST COUNN
I-1 5/KEARNY MESA
SPORTS ARENA/OLD TOWN
$104.65 $94.84 10.3% 78.66% 76.41% 3.0%
$150.61 $137.09 9.9% 83.98% 80.71% 4.1%
$156.39 $145.35 7.6% 80.17% 78.46% 2.2%
$78.90 $72.95 8.2% 77.01% 71.04% 8.4%
$127.30 $119.05 6.9% 83.67% 80.09% 4.5%
$127.50 $122.42 4.1% 75.58% 70.31% 7.5%
$102.08 $92.59 10.3% 88.97% 86.30% 3.1%
$56.43 $52.82 6.8% 58.48% 59.58% -1.8%
$94.24 $90.76 3.8% 63.49% 60.83% 4.4%
$77.01 $72.70 5.9% 72.79% 68.93% 5.6%
$63.87 $58.58 9.0% 80.85% 71.62% 12.9%
OVERALL AVERAGE $106.33 $98.44 8.0% 78.25% 74.48% 5.1%
.’ ___-__-______I_
Statistics And Trends Of Rooms Business In San Diego
PKF Consulting
I
BY RATE
MONTH OF SEPTEMBER 1997
$35.01 -$55.00
$55.01 -$75.00
$75.01 -$100.00
$100.01 - 5150.00
Greater than 5150.00
AVERAGE DAILY ROOM RATE OCCUPANCY PERCENT
1997 1996 VAR 1997 1996 VAR
$50.67 $46.94 7.9% 64.79% 60.57% 7.0%
$63.82 $58.75 8.6% 75.74% 72.65% 4.3%
$86.67 $76.85 12.8% 78.34% 74.68% 4.9%
$122.65 $107.57 14.0% 81.95% 73.07% 12.1%
$182.39 $169.30 7.7% 76.60% 69.02% 11.0%
OVERALL AVERAGE
JANUARY TO SEPTEMBER 1997
Less than $35.00
$35.01 -$55.00
$55.01 - $75.00
$75.01 - $100.00
$100.01 - $150.00
Greater than $150.00
$109.07 $97.05 12.4% 77.99% 72.26% 7.9% ___- _----_-. ~---_-~-.----_-_---__~
$22.25 $23.38 -4.9% 54.49% 52.48% 3.8%
$49.86 $46.90 6.3% 68.14% 63.37% 7.5%
$66.42 $60.98 8.9% 74.87% 71.18% 5.2%
586.23 S79.40 8.6% 79.47% 75.42% 5.4%
$125.52 9115.46 8.7% 80.90% 77.29% 4.7%
$186.66 S175.16 6.6% 78.51% 75.48% 4.0%
-
OVERALL AVERAGE $106.33 $98.44 8.0% 78.25% 74.48% 5.1% --
BY SIZE
MONTH OF SEPTEMBER 1997
Under 100 rooms
100 - 199 rooms
200 - 299 rooms
300-600 rooms
Over 600 rooms
AVERAGE DAILY ROOM RATE
1997 1996 VAR
$89.16 $74.07 20.4%
$102.43 $95.08 7.7%
$92.47 S85.14 8.6%
S86.87 S73.32 18.5%
$123.82 $109.65 12.9%
$137.97 $129.57 6.5%
OCCUPANCY PERCENT
1997 1996 VAR
85.86% 84.44% 1.7%
73.15% 70.29% 4.1%
76.34% 71.42% 6.9%
80.76% 77.01% 4.9%
78.81% 70.25% 12.2%
74.91% 70.32% 6.5%
OVERALL AVERAGE $109.07 $97.05 12.4% 77.99% 72.26% 7.9% _ _.__ _.._ ---__-.-_ _.-__-..--_~----.----
JANUARY TO SEPTEMBER 1997
Under 100 rooms
100 - 199 rooms
200 - 299 rooms
300-600 rooms
Over 600 rooms
$99.03 $93.47 6.0% 76.95% 70.78% 8.7%
$91.11 $86.31 5.6% 77.97% 73.51% 6.1%
$86.17 $78.34 10.0% 77.40% 73.59% 5.2%
$120.46 $111.19 8.3% 78.86% 76.45% 3.2%
$123.73 $113.23 9.3% 79.16% 74.34% 6.5%
OVERALL AVERAGE $106.33 $98.44 8.0% 78.25% 74.48% 5.1%
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WEDNESDAY, AUGU;T 6,1997
NOTES 6r QUOTES
Carlsbad
ConVis’
JAkb site is
world class
Carlsbad Convention &Vi& tom Bureau has been awarded the prestigious Epicurus Award for being one of the 500 best In- ternet Web sites in the world. Exec- utive Direc- tor Steve Link wasn’t sure just what the award meant until he began
\
telling area computer folks about the honor. “All of the computer I;eople tell me this is really some- thing,” Steve told me, with chest slightly inflated. “John Prelgovisk is our Web master here on our staff and updates our Internet site weekly to,. keep the information fresh.” The Epicurus Group is a London-based international or- ganization established in 1975 providing a wide range of con- sulting services to the hospital- ity industry worldwide. The judges reviewed thousands of Web sites involving the entire food, beverage and food ser- vice industries, travel, tourism, art and education. “Our Web site is receiving more than 6,000 hits a week from people interested in learning more about Carls- bad,” says Steve. The ConVis Web site is: wwu+cdsbaka.org. .’ 7. $3
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Carlsbad Business Journal l September, 1997 l
C&bad hotel room revenues rise 12%
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Carlsbad’s 21 hotels reported
record room revenues in Fiscal Year
96-9’7. Room revenues exceeded
$38.7 million for the fiscal year that
ended June 30. This is an increase
of more than $4.7 million, or 12 per-
cent over the previous year.
Revenues have increased for the
past 15 months in a row over the
corresponding month a year earlier.
“The most impressive increases
have been reported in the off-season
months,” said Steve Link, Carlsbad
Convention and Visitors Bureau Executive Director. “While hotel rev-
enues for September 1996 were
higher than any previous Septem-
ber, revenues for each month since
then have been higher than Septem-
ber, with the exception of December.
So, Carlsbad is not just a summer tourist destination anymore.”
Published research has shown
that room revenues amount to about
one-fifth of what visitors spend in a
community. Using this as a guide
,‘. ‘. )’ ..,. ,.. : . . . ,/’ :.:. : ,/’ _I ;(’
Carlsbad Room Revenues
FY 96/97 . . . . . . . . . . . . . . . $38,798,250
FY 95196 . . . . . . . . . . . . . . ...34.068.810
FY 94195 . . . . . . . . . . . . . . . . . 32,560,690
FY 93194 . . . . . . . . . . . . . . ...31.852.230
FY 92/93 . . . . . . . . . . . . . . . . . 30,981,940
means that tourism is more than a
$194 million industry in Carlsbad.
The city treasury benefits as well.
Transient Occupancy Taxes on room
revenues generated almost $3.9 mil-
lion for the city. This is in addition
to the city’s share of sales taxes and
other taxes resulting from the hos-
pitality industry in Carlsbad.
Web site wins award
ConVis has been notified that its
Internet web site has won the pres-
tigious Epicurus Award.as one of the
500 best web sites in the world.
The Epicurus Award is granted
annually by the Epicurus Group of
Companies to individuals, corpora-
tions, organizations and educational
institutions for the excellence of
their web sites.
A committee of Epicurus manage-
ment and consultants reviewed
thousands of web sites involving the
food, beverage and food service in-
dustries, travel, tourism, art and
education.
The committee judged the web
sites for information content, inter-
esting design and graphics, unique
site structure, educational value and
whether the site succeeded in con-
veying its message to the viewer.
John Prelgovislr, who is on the
staff of the Carlsbad ConVis, devcl-
oped the Carlsbad site. He updates
the site weekly to keep it fresh and
interesting. “The site is not only at-
tractive but productive,” said Steve
Link of ConVis. “It is receiving 4,000
to 5,000 hits a week from people in-
terested in Carlsbad.”
The web site can be viewed at:
http://www.carlsbadca.org on the
World Wide Web.
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~*E~;3~Marketinp Programs Achieviw Results $,.->>*::‘*.ypy--
4: ‘3 ;.. ; *.; , .’ .: ‘;’ ;. by Stev&Link, Executive Director .p! <.~~~$$fTi’.c Calsbd Convention and Visitors Bureau >,‘,.TY‘.. i C.‘.‘F;, ,,,, .._I “, ,‘I ’ (ConVis)
c, ,*,*Wsk,-. I ‘“. ‘.I $q”, ., :,, ,, <,;;, :. t & ^ .~ a\ I,, 1” ‘.q ‘:;;L.‘# ‘: Travel Trade Show ,, ,.
.,‘;,. .We reported in last month’s Village Voice about attending
: ; the. travel show in Nashville aimed at travel planners, tour
r.‘;s q&ators a&other travel industry professionals. : : ,, ,,:
[:,. We came back with more than 100 viable leads to share with
; hotels.’ I“ I, ..*‘; ,, / _ >. ,, . 8 : 0
?a’ y Last week, a Florida-based European tour operator, who we
fi%‘Irnet’at the show, flew to Carlsbad to give us a closer look. He
-*f!$&+iosted b y S h cas ore on the Sand beach condo. He loved
!: ,%-,,Carlsbad and plans to. send groups of Europeans here. Right
.. ?I: k&w; he is negotiating with La Costa Resort and Spa for 122 j j r ‘.’ :: % 1, r qo$( for five nights;‘for a group from France. *
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A travel writer we worked with wrote a feature entitled
“Charming Seaside City.” It was published last month in the
Ventura County Star. The feature covered a full page and
contains several photos including Neiman’s Restaurant and
our beach. __
Change of Command
Norine Sigafoose, owner of Seashore on the Sand, has
completed her term as chairman of the ConVis board of
directors. The organization grew in strength and stature
under her leadership. The new chairman is Nancy Nayudu,
owner of Pelican Cove JJM.
The board also welcomes four new directors: Rui Barros,
manager of Ramada Inn Suites; Anita Boeker, marketing
director of Carlsbad Company Stores; Eddie Maldonado,
manager of Raintree Restaurant and Bill Parr, director of
sales and marketing, La Costa Resort and Spa.
The board also salutes three members who have completed
their terms: Ralph Giove, Bev Jenks and Don Taylor. Thanks
for your leadership and tireless efforts towards promoting the
tourism industry.
‘... .’
i,.” ~ ; , (: ;+, 1 I . f I rcq; *%.:, : . .,i Z.,’ , ?r‘ ‘;,. ‘j:‘“s;!Y$i+l: $I., . &, \; “:~‘*.‘.~. :‘, ,.p; fi %_i ,’ ),. “‘1. ;Media Exposure
: I;-\;-;:Last:“September ,we” received a press release from the
~~~;YCalifomia Division of Tourism stating that they were going ‘L ” ., ~
&$.o~pu.rlish a 50 page travel guide to California in the Japanese
# ” f hurguage to bedistributed throughout Japan. We immediately
# ‘.- Jcontacted the publisher and offered information about
,$, ‘:.,. Carlsbad. The guide was published last month and describes
,’
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:‘.%” all “regions of the state. .It begins with a page or two devoted I i-h $ ‘to each of four destinations they strongly recommend. They ,.:
$ are Los Angeles, San Francisco, San D&go and Carlsbad ,, .,
,
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j *‘1:* ‘i ? g &$ ,&y&J I _ ,, ,I ,~~J’~~~~~~~~~.~L~~ Hppening In :The
~~i~:~” Old: Train Station These D&S
,.!I%e.Home .of ConVis Is Alive With kthn
=:,.r, ._ ,‘-,,,:,{; $, &;‘by.Steve Link, Executive Dir&or “, 2
$&$:..x~; +: ix. &&bad Convention and .Visitors Bureau :’
I’ (ConVis) ” i ,>sj ‘.
UNT TICKETS ON SALE
ad and residents know that the Visitor’s
the Old Depot is a good place to pick up, discount
ons for Sea’ World, the Wild Animal Park,. etc., ‘I ?‘, -; ;.$ ’ ‘.
ne can come into the Old Depot and actually
iscount tickets to a dozen or more attractions
the,county. This not only saves money but also
line at the attraction. Tours to Ensenada are also
dihwunt. ,’ ,.: :. ,1 ;+f (,?. .: : :.
has contracted with Patti’s Discount Tickets and
The Epicurus Group, an international organization
established in 1978 in London. provides wide range of
consulting services to the hospitality industry worldwide.
Besides London, they have off&s in New York, Palm Beach
and Salisbury.
The Carlsbad web site can be viewed at:
http:www.carlsbadca.org
WEB SITE REACHES NEWMILESTONE I
provide this service. Before going to the The Con% web site on the Internet is receiving more than
dinner cruise, come by the Old Depot 9,000 hits a week from people interested in Carlsbad. The
discounttickets~
..’ , I t. rate has more than doubled in just the last six months. -,
The Epicurus Award is granted annually by the Epicurus i
Group of Companies to individuals, corporations,
organizations and educational institutions for the excellence
of their web sites.
A committee composed of Epicurus management and
consultants reviewed thousands of’web sites involving the,
entire food; beverage and food service industries, travel,
tourism, art and education.
The committee judged the web sites for information content,
interesting design and graphics, unique site structure,
educational value and whether the site succeeded in
conveying its message to the viewer.
JUDGED ONE OF THE Any Carlsbad business can place a 50-word advertisement on
D’S BEST ” the ConVis web site for $35 per year. Where else can you
reach more than 450,000 people for $357 Call the ConVis at ed that its Internet web ‘site has 434-6093,
Award as one of the 500 best
John Prelgovisk, who is on the ConVis staff, developed the
Carlsbad site. He updates the site weekly to keep it fresh and
interesting.
THURSDAY. NOVEMBER 6.1997
. Carlsbad renews ConVis contract
TAHLIA M. MARLIN
STAFF WRITER
CARLSBAD - Controversy swirled last year around a pro- posal over who should work as the city’s top cheerleader. But this time around, deciding who should be the chief promoter of ‘the city registered merely a blip on the controversy radar. The City Council, save for a ’ sole opposing vote, endorsed re- newal of its contract with the Carlsbad Convention andvisitors .Bureau last month. It also called for the first funding increase in seven years. “I am willing to give them an- other chance to show me they can do a good job,” said Council- woman Julie Nygaard, who balked at the proposal the first time around but supported it this time. “I’am willing to put out the olive branch and say, ‘Show me what you can do.“’ The,scene last month was a far different than the one played out in the summer of 1996, when the Carlsbad ConVis won a heated battle for full rights to promote Carlsbad. Despite opposition from two of the five council mem- bers, the city agreed then not to divide the promotion contract be- tween the local organization and the San Diego North County Con- vention andvisitors Bureau. The tug-of-war was for a 15- month, $264,000 contract to pro- mote local events, run the Visitor Information center and do inter- ’ national promotions. But oppo- nents of the plan believed the city would be better served tak- ing a more regional approach to promo lions. At the time, an army of hote- liers, restaurateurs and other business owners turned out in force to lobby for both sides. This time around, only a handful of
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people turned out and most sup- ported the Carlsbad ConVis. Councilwoman Ramona Finni- la, who openly opposed the con- tract during the first round of ne- gotiations in 1996, still opposes the idea of putting all promotion- al responsibility on one agency’s plate. “I want a regional approach to tourism,” she said, adding she voted against the contract this time because of an increased al- lotment in funding for advertis- ing, as well. “I feel when tourism is on the rise in San Diego County, it is al- so on the rise in Cadsbad. When it’s on the decline in San Diego County, it is on the decline in Carlsbad. We rise and fall with the county, so we need to pro- mote the whole of San Diego and not just Carlsbad,” she said. With such tourism hot-shots making a name for themselves in Carlsbad in the next few years - namely Legoland, the Four Sea- sons resort, as well as Carlsbad Company Stores, the recently opened upscale outlet center that just opened off Cannon Road - promoting the city will be vital, officials said. As part of the initial contract, the city agreed future contracts with ConVis would not exceed $211,000 annually. However, the council, at the urging of ConVis executive director Steve Link, agreed to up the current two-year contract by 11 percent this year and 3 percent next year. In addition, the council mem- bers allocated an extra $6S,OOO for some one-time expenses in- cluding: more advertising in meeting, consumer and overseas publications; attendance at a London travel show; a laptop computer; operation.of a kiosk at the Flower Fields and new brochures detailing accommoda- tions, as well as other local at-
‘.
tractions. Another $20,000 was set aside for management overhead costs. “I sense the city leaders are satisfied with what we are pro- ducing for them and the good in- vestment it has been for their money,” Link said. Nygaard’s approval of the con- tract last month was contingent on the ConVis developing a more effective reporting system that would detail what advertise- ments the city paid for and how effective they were. “Everyone in this city is ac- countable,” she said. “I want the ConVis to be accountable, too. We are spending taxpayer’s mon- ey. I want to be able to show them how we are spending their money and what we are getting back for it.” “I take SO percent of the blame for that,” said Link, adding a breakdown in commum- cation has fed that frustration and his organization is working to develop a more responsive sys- tem. “We need a reporting sys- tem on some of these programs. The (council) wants to have a clearer picture of what we are producing for them. I understand that.”
A representative for the San Diego North County ConVis said Wednesday it respects the city’s decision to renew its contract with Carlsbad ConVis, as op- posed to putting it out to bid again, but hopes the city will still participate in some regional ad- vertising. .
“I just want the city to keep an open mind,” said Cami Matt- son, executive director. “I want to be a partner with Carlsbad, it’s part of our destiny. I just hope they will keep an open mind to any opportunities best addressed through regional promotions.”
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