HomeMy WebLinkAbout1998-06-09; City Council; 14711; Carlsbad Convention and Visitors Bureau. . .
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CITY OF CARLSBAD - AGEN~JA BILL
AB# /“r, 7 // TITLE: DEPT. HD.
MT& 6.-f- fg CARLSBAD CONVENTION AND VISITOR’S BUREAU
REPORT FOR THE PERIOD ENDING JANUARY 319 1998 CITY AI-W.
DEPT. ED I CITYMGR %?
RECOMMENDED ACTION:
Accept the Report
ITEM EXPLANATION:
On October 21, 1997, the City Council authorized the Mayor to execute a two (2) year
agreement with the Carlsbad Convention and Visitor’s Bureau (CCVB) for community
promotion purposes. The contract is for the period November 1, 1997 and will run through
October 31, 1999, unless funds for the second year are not appropriated in the 1998-1999
budget. Total fees payable to CCVB for the first year shall not exceed $235,000, and
$243.000 for the second year. Services CCVB will provide to the City, and that are
specified in the contract, are as follows:
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.
C. Operate the Visitor’s Information Center.
D. Provide familiarization tours/travel writer program.
E. 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.
F. Develop private funding for advertising co-op programs, central reservations fees, and
other participatory fees to support a full-time, aggressive tourism marketing program.
G. Establish a corporate/group sales incentive program.
Each quarter, CCVB is required to provide the City Council with a report of its activity and
expenses. CCVB has submitted their latest report summarizing their activities for the
period November I, 1997 through Jan 31, 1998 (EXHIBIT 1).
CCVB Report Highlights:
1. The number of visitors served at the Carlsbad Visitor’s Information Bureau offices was
up over 23% ( 6791 to 8395) from the same period last year.
2. The number of telephone inquiries were up slightly over 6% (6257 to 6661) from the
same period last year.
3. The number of internet inquiries (e-mail inquiries for hotels, meetings, conventions,
etc.. .) was 64, and represents a new method for CCVB to respond to potential visitors.
4. The average number of times the CCVB internet homepage was accessed by the
public, was 16,000 (hits) per week or an estimated 200,000 hits for the 3 month period.
5. CCVB recently implemented a volunteer program that provided an additional 144 hours
of service during the period.
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PAGE 2 OF AGENDA c3lLL NO. j”/, 3/f
CCVB received a commitment of $6000 from the Solana Beach City Council for their
regional marketing program.
FISCAL IMPACT:
The City’s Agreement with the Carlsbad Convention and Visitor’s Bureau established
$235,000 as the total amount of funding for the twelve (12) month period from
November 1, 1997 to October 31, 1998. The contract includes $114,000 for operation of
the Visitor’s Center, and $121,000 for programs.
Payments from the City during this period totaled $72,959. The CCVB also raised an
additional $13,583 from other sources that include local hotels ($3,099), regional partners
($8,000) and miscellaneous promotions and sales ($2,484).
Expenditures for the period totaled $75,424. Visitor Center operations totaled $28,500 or
38% of the expenditures. The remaining expenditures ($44,459) were for programs. Print
advertising (magazines/brochures) was the largest single outlay in this category totaling
$27,744 or 62%. Expenditures for participation in trade shows totaled $11,096, followed
by the travel writer program ($4,104) and promotion of community events ($3,980).
EXHIBITS:
1. Report from the Carlsbad Convention and Visitor’s Bureau for the period of
November 1,1997 through January 31,1998, dated February 26,1998.
.
February 26,1998
Cynthia Hass
Economic Development
City of Carlsbad
2075 Las Palmas
Carlsbad CA 92009
Dear Cynthia:
Attached is the financial report and a synopsis of major activities of the Carlsbad
Convention and Visitors Bureau for the period November 1,1997 - January 31,199s.
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.
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
City of Cadsbad
County of San Diego
Regional Partners
Hotel Co-op
Marketing Partnership
Depot Sales
Misc. Promotions
TOW
Cat&bad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended Jan 31,1998
For the Quarter ContmttoDate
8 72,959.20 $ 72,959.20
8,000 8,000
3,099.05 3,099.05
936.29 936.29
787.85 787.85
760.00 760.00
$ 86,542.39 $ 86,542.39
Visitor Cemter Opefaths
Personnel:
Management
Staff Salaries
Benefits
Payroll Taxes
For the Quarter
S 2,750
13,840
775
5,268
Total Personnel s 22,633 $ 22,633
Overhead:
UCliities
Cutside Services
Maint/Rental
Equipment Allocation
Oftice Supplies
Postage
Travel
insurance
Conferences
Memberships
Telephone
items for Resale
Misc. Fees
489 489
715 715
228 228
738 738
1,110 1,110
52 52
334 334
1,012 1,012
450 450
369 369
231 231
139 139
Total Overhead S 5,867 $ 5,867
Equipment Purdwes:
Items Cost
Total Equipment
Total Visitor Center Operations: $ 28,500 $ 28,500
$ 2,750
13,840
775
5,268
E:\ConVis\Financial Reports\CIuarteriy RepoMConvis Accounting of Funds Jan31-1998
4
Travel Writer Program:
Management Allocation
Meals
Equipment Allocation
Fees
Telephone/Postage
Subtotal
Community Events:
Management Allocation
Equipment Allocation
Advertising
Other [kit]
Subtotal
Trade Shows:
Management Allocation
Booth Fees
Travel Costs
Supplies/Materials
Subtotal
Advertising:
Management Allocation
Equipment Allocation
Ads
Production Costs
Telephone/Postage
Other
Subtotal
Brochures:
Management Allocation
Equipment Allocation
Design 81 Printing
Subtotal
Vieo:
Management Allocation
Production Costs
Subtotal
Marketing Partnership
Subtotal
Total Program Expendiires:
Total Period Expendires:
Program Expenditures
Accounting of Funds
For the Quarter Ended Jan 31,1998
TOTAL EXPENSES
For the Quarter Contractto0ate
$ 1,500
4
s 1,500
4
2,500
100
$
$ 3,500
480
2,500
100
4,104 s 4,104
$ 3,500
480
$ 3,960 S 3,980
s 1,550 $ 1,550
9,546 9,546
s 11,098 s 11,098
$ 4,000 $ 4,000
9,701 9,701
1,083 1,083
500 500
s 15,284 S 15,284
s 4,400 $ 4,400
8,080 8,080
s 12,480 S 12,480
5 46,924 $ 46,924
S 75,424 $ 75,424
E:\ConVi~inancial Reports\Quarterty RepotiConvts Accounting of Funds Jan31 -1998
Visitor Information Summary
Attached is the summary for the current reporting period and for the same period in 1997.
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 7:00 a.m.
All day long we watch tourists drive into our parking lot and continue on, without ever
coming in, because they cannot find a place to park.
This 25 month situation could be easily remedied by designating a half dozen spaces as
20-minute spaces or 2-hour spaces.
Visitor Information Summary
November 1,1997 to January 3 1,1998
CA resident
visitor
Out of CA
visitor
Foreign
visitors
Total for
month
November 2,718
December 2,784
January 1,333 1,387
3 month totals 4,112 3,847
Above figures represent one member of family and/or group.
173 2,893
436 8,395
November December JauarY Totals
Phone inquires 2,207 2,082 2,372 6,66 1
Mail outs 2,795
Travel agent
mail outs
221 166 320 707
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Visitor Inforn~ation Swnmary
November I, 1996 - January 3 I, 1997
-
CA resident
visitors
out of CA
visitors
Foreign
visitors
Total for
111011tl1
November 1.157 945 125 2,227
Ikccrnber 1,169 821 I56 2,146
January
3 lnolllh totals 6,791 r$
Al~ovc figures rcprcscnt one member of family and/or group.
November December
i~lwiic iiiquiries
..c;> : ;,, ,
2,096 1,839 2,322 6,257 ,
Mail outs 3,164
--____.
‘I’rwcl agctit
inail ouls I05 I I5 1~10 330
__._
Programs to Attract Groups
During this three month period we advertised in several publications aimed specifically at
the travel professionals including group tour organizers and meeting planners. These
were:
California Travel Planner’s Guide (annual book)
San Diego Travel Planner’s Guide (annual book)
Travel Industry Directory (annual directory)
World Travel Guide (annual book)
Western Association News (Nov issue)
Corporate Meetings & Incentives (Jan issue)
Group Tour Magazine (Spring issue)
Steve Link and Diana Aaron were members of San Diego’s Superbowl Host Committee.
On January 13, the ConVis hosted a workshop at the Olympic Resort for the hospitality
industry. Representatives from hotels from as far away as Mission Valley attended.
Through our Internet web page and in response to our advertisements, we provided viable
leads to hotels for meetings and conventions totaling more than 10,130 people, requesting
1,108 room nights. Most people were requesting meeting spaces. Names are available
upon request. These are in addition to the individuals who inquired in response to our
advertising programs.
Volunteer Program
ConVis has now implemented a volunteer program. We are continually looking for and
recruiting new volunteers. The following chart illustrates volunteer hours worked.
VOLUNTEER HOURS
WORKED f997-98
Carhbad Convention and Visitors Bureau
NAME NOV. DEC. JAN. ‘98
Ursula Belitz 4 20 12
Cathy Belt 0 12 26.5
Morris Hayes 9 8 6
Lucy Henson 6
Kay Karins 14.5 10.5 12.5
Kelsie Mdvliren 3
MONTHLY TOTAL= 36.5 50.5 57
ACTMTIES
November-January Steve Link and Diana Aaron were members of San Diego’s
November 2
November 4
November II
November I2
November I2
November 14
November 16
November 18
November 18
Superbowl Host Committee plus two sub-committees from
November through January. They attended more than 20
Superbowl meetings in San Diego.
Office used by Village Street Faire. ConVis staff worked prior to
this to promote, answer questions, and assist in coordinating
volunteers.
Steve Link gave a tour of San Diego to some of the delegation
from Karlovy Vary.
Members of the German Film Fest Committee met to plan the event, April 3-5&.
Met with Envision Magazine to discuss the Carlsbad section.
The ConVis held its second Hoster, a community information/
social event at Seapointe Resort. The staff briefed the 65 people
attending on our marketing programs. The resort provided the
room, four restaurants provided food and a dozen hotels and
restaurants provided door prizes valued at more than $1,000.
Diana Aaron met with Jeri Mares from The Meeting Manager, a
destination management company to help bring groups to
Carlsbad.
The San Diego Regional Economic Development Corp. hosted a
golf tournament on Sunday morning for 145 players, representing
some of America’s leading corporations. Each city in the county
was assigned a hole and asked to have volunteers present at 5:30
a.m., to tout their city’s economic potential to each foursome. Carlsbad’s only volunteer was Diana Aaron.
Members of the German Film Fest Committee met to plan their
event.
Norine Sigafoose appeared before the Solana Beach City Council
and received a commitment of $6,000 for our Regional Marketing
program.
ln
November I9
November 19
November 20
December
December
December 8 Steve Link and the ConVis were featured in an article in the North
County Times.
December I6 Assisted with photo and article on Steve Link for the German
newspaper Neue Presse.
December 16 South Carlsbad Office Committee met and evaluated other office
options.
December 17 The Board of Directors met.
December 20 KSNE-FM 106.5, the #1 radio station with adults in Las Vegas,
asked to repeat the Carlsbad Getaway Promotion in January and
February. This past fall, Diana Aaron worked with them on the
Carlsbad promotion. They held a contest in October with the
winners receiving free airline tickets from Southwest Airlines, two
nights at the Carlsbad Inn, and tickets to the San Diego Zoo. The
announcements aired 4 1 times. The airings had a value of $6,150.
Besides January and February, the promotion will be repeated
periodically in the future.
The Hotel/Motel Committee meeting on November 19th was
hosted by the Olympic Resort. The speaker was Lyn Flanagan
who talked about the San Diego Marathon Weekend, January 17-
18, 1998.
The Board of Directors met.
Staff assisted a travel writer who was writing an article for the
January issue of Corporate Meetings and Incentives.
Carlsbad participated in the Holiday Bowl promotion, December
29*. We were listed in their literature as well as on their Internet
Web Site.
The American Airlines Reservation Center in Tucson, solicited
prizes to award top employees at their Christmas party. Ramada Inn Suites donated a gift certificate for two nights’ lodging.
December 27 The Vancouver Sun (British Columbia) published a feature article
about Carlsbad.
December-January Diana Aaron is working with the other bureaus in the county to put
on an informative interesting program for the international travel
professionals attending California Travel Mart, March 22-25. The
group is meeting 2-3 times per month.
,
January 6
January 6 thru 1 I
January 7
January 10
January 12
January 15
January 15
January IS
Januav 16
January I6 to I8
January 19
January 21
January 27 - 28
January 31
Steve Link was interviewed by KDCI News regarding the impact
of the Superbowl on Carlsbad’s economy.
Supported the Mercedes Golf Championship at La Costa Resort
and Spa by distributing brochures and answering questions.
Members of the Marketing Committee met to evaluate the
marketing programs.
Organized Las Vegas radio promo on KSNE-FM 106.5.
Complimentary hotel accommodations were provided by Inns of
America and dinner at Raintree Restaurant. The radio spots had a
value of $6,150.
Met with Vicki Niemi from Event Corps International a destination
management company, to promote groups coming to Carlsbad.
ConVis hosted a Superbowl workshop at the Olympic Resort for
members of the hospitality industry. Sixty-four people attended.
Staff assisted a writer who is publishing a book on great places to
retire.
The Hotel/Motel Committee met at the Raintree Restaurant. The
speaker, Tom Johnson of Hi Tech, demonstrated how cities have
produced CD-ROMs as a promotional tool, The luncheon was
hosted by Inns of America and Raintree Restaurant.
Diana Aaron gave two representatives of the California Division of
Tourism, visiting Carlsbad, an orientation tour of Carlsbad’s tourist
attractions and facilities.
ConVis staff and volunteers manned an information booth at the
San Diego Marathon.
Staff assisted a writer doing an article on places to hold meetings
and conventions. Staff also provided a press kit to a writer
preparing an article for a Belgium publication.
The Board of Directors met.
Steve Link and Diana Aaron attended the California Conference on
Tourism in Sacramento.
Steve Link manned a booth at the Orange County Trade Show with
Beth Webster from Carlsbad IM Beach Resort.
INQUIRIES - 1997398
ADVERTISERS Nov. 97 Dec. 97 Jan. 98
SD Visitor Guide 6 13 16
Sunset Magazine 100 48
Travel Agent Magazine 40 10 9
Travel 50 Beyond 22 23 14
Western Association News 14 3