HomeMy WebLinkAbout1998-07-28; City Council; 14791; Carlsbad Convention and Visitors Bureau‘ -,
ilTy OF CARLSBAD - AGENbA BILL
AB# 14,791 TITLE:
CARLSBAD CONVENTION AND VISITOR’S BUREAU
MTG. 7/28/g8 REPORT FOR THE PERIOD ENDING APRIL 30,1998.
DEPT. ED
RECOMMENDED ACTION:
CITY MGR
Accept the report and direct staff regarding a proposed contract amendment.
ITEM EXPLANATION:
On October 21, 1997, the City Council authorized the Mayor to execute a two (2) year
agreement with the Carlsbad Convention and Visitors Bureau (CCVS) for community
promotion purposes. The contract is for the period November 1, 1997 and will run through
October 31, 1999. 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 February I,1998 through April 30, 1998 (EXHIBIT 1).
CCVB Report Highlights:
1. The number of visitors served at the Carlsbad Visitor’s Information Bureau offices was
down 9% from the same period last year ( 9255 to 8440).
2. The number of telephone inquiries were down slightly by 2% (7484 to 7292) from the
same period last year.
3. The number of internet inquiries (e-mail inquiries for hotels, meetings, conventions,
etc.. .) was 132, more than double the prior quarter. This represents a new method for
CCVB to respond to potential visitors.
4. CCVB recently implemented a volunteer program that provided an additional 132 hours
of service during the period.
1 ,
PAGE 2 OF AGENDA dILL NO. 14,791
c4
REQUEST FOR CHANGE IN CONTRACT
In late June 1998, CCVB submitted a request to reduce the Travel Show allocation from
$32,000 to $28,000 (a $4000 reduction), and reduce the allocation for Brochures from
$25,000 to $15,000 (a $10,000 reduction). In addition, CCVB is requesting that the
combined reduction in these allocations ($14,000) be transferred into the Advertising
Account. The increased allocation to advertising will be used to counter negative publicity
stemming from national reports of El Nino in California coastal communities, and to
expand the advertising coverage of Legoland. The letter requesting the change is
attached (EXHIBIT 2).
If the City Council agrees with the request from CCVB, they may direct staff to amend the
contract accordingly.
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 Visitors Center, and $121,000 for programs.
Payments from the City during this period totaled $86,209, with total contract payments to
date of $159,168.20. Expenditures for the period totaled $99,968. Visitor Center
operations totaled $28,500 or 40% of the expenditures. The remaining expenditures
($71,468) were for programs. Print advertising (magazines/brochures) was the largest
single outlay in this category totaling $27,907. Expenditures for participation in trade
shows totaled $10,880, followed by brochures ($10,802) and promotion of community
events ($6,300).
EXHIBITS:
1. Report from the Carlsbad Convention and Visitor’s Bureau for the period of February 1,
1998 through April 30, 1998, dated May 29, 1998.
2. Letter from Carlsbad Convention and Visitor’s Bureau dated June 18, 1998.
EXHIBIT 1 -
May 29,199s
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 February 1,1997 - April 30,199s.
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.
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
Cii of Cadsbad
County of San Diego
Regional Partners
Hotel Co-op
Marketing Partnership
Depot Sales
Misc. Promotions
Total
Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended Apr 30,1998
Income
For the Quarter Contract to Data
$ 88,209.OO $ 159,168.20
6,OOO.OO 14,ooo.oo
18,785.OO 21,884.05
2,250.oo 3,186.29
748.00 1,535.85
760.00
$ 113,992.oo s 200,534.39
Visitor Center Operatiis
Personnel:
Management
For the Quarter
$ 2,500
Staff Salaries 13,100
Benefits 700
Payroll Taxes 5,102
$ 5,250
26,940
1,475
10,370
Total Personnel $ 21,402 $ 44,035
Overhead:
Utilltles
Outside Services
Maim/Rental
Equipment Allocation
Office Supplies
Postage
Travel
Insurance
Conferences
Memberships
Telephone
Items for Resale
Misc. Fees
1,039 1,528
485 1,180
659 887
183 921
1,301 2,411
33 85
323 657
1,573 2,585
770 1,220
294 663
427 658
31 170
Total Overhead $ 7,098 $ 12,965
Equipment Purchases:
Items Cost
Total Equipment
Total Visitor Center Operatiis: $ 28,500
E:\ConVii\Financial Reports\Quattedy RepotiConvis Accounting of Funds April361998
$ 57,000
-
Program Expenditures
Accounting of Funds
For the Quarter Ended April 30,1998
TOTAL EXPENSES
For the Quarter
8 1,000
83
328
s
$ 3,500
2,700
100
$
s 4,000
900
5,480
500
$
$ 4,900
487
27,907
311
4,000
500
8
$ 3,945
10,802
$
s 45
6
COilfEEttOD&2
Travel Writer Program:
Management Allocation
Meals
Equipment Allocation
Fees
Supplies
Telephone/Postage
Subtotal
Community Events:
Management Allocation
Equipment Allocation
Promotion
Travel
Subtotal
Trade Shows:
Management Allocation
Booth Fees
Travel Costs
Supplies/Materials
Subtotal
Advertising:
Management Allocation
Equipment Allocation
Ads
Production Costs
Telephone/Postage
Supplies
Subtotal
Brochures:
Management Allocation
Equipment Allocation
Design & Printing
subtotal
Video:
Management Allocation
Production Costs
Subtotal
Marketing Partnership
Subtotal
$ 2,500
87
2,500
328
100
$ 1,411
t
5,515
10,280
21,976
53,369
27,207
45
7,000
3,180
100
s 6,300
s 5,550
900
15,026
500
$ 10,880
$ 8,900
467
37,608
1,394
4,500
500
$ 38,085
$
14,747
8,345
18,862
s
45
$ 118,392
$ 175,392
Total Program Expenditures: $ 71,468
Total Period Expenditures: S 99,968
E:\ConVi\Financial Reports\Quarterly RepodConvis Accounting of Funds April30-1998
Visitor Information Summary
February 1,1998 - April 30,1998
February
CA resident Out of CA
Visitors Visitors
1998 1997 1998 1997
878 1,158 1,145 1,446
Foreign
Visitors
1998 1997
119 I30
Total for
Month
1998 1997
2,142 2,734
1,470 I,dlI 1,419 1,551 152 142 3,041 3,304
1,628 1,715 1,457 1,320 172 182 3357 3,217
3 months total 3,976 4,484 4,021 4,317 443 454 8,440 9,255
Above figures represent one member of family and/or group.
Phone inquires Mail outs Travel Agent
Mail outs
1998 1997 1998 1997 1998 1997
February 2,201 2,160 744 822 203 123
March 2,569 2,898 1,757 1589 197 I40
April 2,522 2,426 1,539 I, 770 209 137
3 months total 7,292 7,484 4,040 4,181 609 400
. .
INQUIRIES 2ND QUARTER 1998
ADVERTISERS Feb. 98 Mar. 98 Apr. 98
4 12 4
Alaska Airline 4 0 23
Arizona Daily Star 0 0 7
Association Meetings Mag 40 0 0
AZ Senior World 0 5 2
CA Tourism Visitors Guide 50 9 507
CA Travel Planners Guide 15 1 110
Travel & Leisure
Travel 50 Bevond
Travel Agent-Magazine 0 0 168
Tucson Lifestyle 10 6 10
Vacation Magazine 0 4 189
Western Association News 3 0 0
Westworld AAA (Canada) 25 18 6
Programs to Attract Groups
During this three-month period, we advertised in several publications aimed specifically
at travel professionals including group tour organizers and meeting planners. These
were:
Association Meetings (February issue)
Insurance Conference Planner (March issue)
Meetings in the West (February issue)
Religious Conference Planner (April issue)
Travel Agent Magazine (March issue)
Diana Aaron manned the Carlsbad booth at California Travel Mart, a travel show
exclusively for travel professionals. Steve Link manned the Carlsbad booth at ITB in
Berlin, a travel show attended by a large number of travel professionals. Diana Aaron
participated in the European Tour Operator Reception in Los Angeles.
Staff worked with the CA Division of Tourism to host a visit by a dozen London tour
operators.
Diana Aaron conducted sales calls to tour operators in Los Angeles.
ConVis was a sponsor of the Carlsbad 5000 and the Volksmarch during this period.
Through our Internet web page and in response to our advertisements, we provided viable
leads to hotels for meetings and conventions totaling more than 15,060 people, requesting
3,232 room nights. Most groups were requesting meeting spaces. Names are available
upon request. These are in addition to the individuals who inquired in response to our
advertising programs.
I
IN-KIND SERVICES
Feb 3-5 Olympic Resort hosted a French travel writer for two nights. (Value
$200). Neimans hosted one dinner. (Value $35)
Feb 11 Snow Bird party hosted by Beach View Lodge for approximately 60
people. (Value $800)
Feb 18 Hotel Motel Committee meeting hosted by Carlsbad Inn, including lunch.
(Value $500)
Feb 23 KSNE-FM Las Vegas conducted a month long contest with the prize
being a trip to Carlsbad. (Value of air time $6,150). The 2-night stay with meals at Olympic Resort plus airfare from Las Vegas. (Value $500)
Mar 7 A travel writer was hosted by Four Seasons Resort Aviara for three nights.
(Value $1,400)
Mar 18 The Hotel/Motel Committee meeting was held at the National Association
of Music Merchants and lunch was provided by Seashore on the Sand.
(Value $500)
Mar 26 Andersen’s Inn hosted a luncheon for tour operators that attended the
California Travel Mart. (Value $300)
Apr 15 The Hotel/Motel Committee meeting was hosted by Tamarack Beach
Resort. (Value $500)
Apr 25-26 Beach Terrace Inn hosted a dozen tour operators from London for two
nights including a wine and cheese reception. (Value $2,000).
LEGOLAND hosted them for a breakfast off Raintree. (Value $200)
Apr 28 La Costa Resort and Spa hosted two travel writers for two nights. (Value
$800)
a
Volunteer Program
ConVis has a volunteer program. We are continually looking for and recruiting
new volunteers. The following chart illustrates volunteer hours worked.
VOLUNTEER HOURS WORKED
2ND QUARTER 1998
Carlsbad Convention and Visitors Bureau
NAME
Ursula Belick
Cathy Belt
June DeVito
Teresa Durso
Gladys Hayes
Morris Hayes
Lucy Henson
Kay Karins
Kelsie McMiren
Sonia McPartland Ginny Roblez
Frank Stasio
Mary L. Trolson
Jane Witman
MONTHLY
TOTAL=
FEB.
18
16.5
9
19.5
20.25
3
12.5
98.75
MAR. APR.
20 13.75
13.5 9.75
5.75 4.5
0 4
13 12
16.5 15.25
29.75 22
8
0
16 12.5
0
12 12
28 19 0
154.5 132.75
lo
C
ACTIVITIES
February
February
February
February
February
Feb - March
February 2
February 3
February 3-5
Diana Aaron worked with a writer from Tucson Lifestyle
Magazine.
Staff worked with Schotte Media Partners in Germany to produce a
German language brochure. Much of the design coordination was
done over the Internet. We produced 20,000. Four thousand were
to be distributed at the ITB travel show in Berlin. The remaining
16,000 will be distributed to travel agencies and consumers
throughout Germany and Austria.
The February issue of the Meetings In The West has a story on San
Diego County including Carlsbad, plus a photo of the Flower
Fields taken by Steve Link.
The February issue of Sunset Magazine has a story recommending
cycling along Carlsbad Blvd. ConVis staff assisted in the
preparation of the story.
This year is Carlsbad’s first mention in the World Travel Guide, a
destination book distributed to travel agents throughout the world.
A full-page ad costs $12,000. They provide an equal amount of
space for the advertiser to tout his destination. Carlsbad is well
represented with 244 pages of ads. Those agreeing to advertise
were LEGOLAND, La Costa Resort and Spa, Ramada Inn Suites,
Olympic Resorts, Andersen’s Inn and American Eagle. Steve Link
wrote the 2-s pages of editorial copy.
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.
Staff worked with a travel writer from Vacations Magazine.
Members of the German Film Fest Committee met to plan their
event.
Staff worked with French travel writer, Jean Francois Bessy, who
was preparing a series of articles for a magazine. He was hosted
by Olympic Resort, and met with the Public Relations Director for
La Costa Resort and Spa.
! i
February 9
February 9
February 10
February 11
February II
February I2
February lb
February 17
February 17
February 18
February 19
February 20
Staff worked with a travel writer from the Orange County
Entertainment Guide.
A representative of the Leukemia Society phoned from New Jersey
and asked for a recommendation for 420 hotel rooms in North
County for a three-day event in October. Steve Link
recommended the four hotels near the Pointsettia exit of I-5. He
provided her with phone numbers.
The representative of the Leukemia Society flew to Carlsbad.
Steve Link escorted her on a site inspection of the four hotels and
the Raintree restaurant. She contracted with the hotels for 420
rooms for 3 nights (1260 room nights) in October. Since then she
has booked the same hotels for another event this June.
Staff helped and attended the SnowBird party hosted by Beach
View Lodge. This annual party is held to welcome tourists visiting
here from colder regions.
Staff attended the San Diego Women in Tourism Meeting. The
guest speaker was Floyd Best from Palomar Airport. The focus of
the meeting was North County and time was given to talk about
Carlsbad.
The staff and directors of the De1 Mar Chamber of Commerce
were given a tour of the Old Depot and briefed on our marketing
programs by Steve Link.
Staff met with representatives from Free Spirits Magazine to
discuss a North County tourism publication.
South Carlsbad Office Committee met.
Members of the Regional Marketing Committee met to work on
the design of the “Beach Train” brochure.
The Hotel/Motel Committee meeting was hosted by Carlsbad Inn
Beach Resort. The featured speakers were Mara McSparran of
LEGOLAND and Claudia Piepenburg of Elite Racing (Carlsbad
5000).
Staff conducted a site inspection tour of four hotels for the Visitor
Center volunteers.
Members of the Regional Marketing Committee met to work on
the design of the “Beach Train” brochure.
February 23
February 23
Februaty 25
February 23-26
February 26
Feb 28 - Mar 1
March
March 4
March 7
Mar 7-12
March 12
March 16
The German Film Fest Committee decided to cancel the event
because of concern about its chances of success.
KSNE-FM 106.5, the #l radio station with adults in Las Vegas,
asked to repeat the Carlsbad Getaway Promotion in February. This
past fall, Diana Aaron worked with them on the Carlsbad
promotion. They held a contest in February with the winners
receiving free airline tickets from Southwest Airlines, two nights
and dinner at the Olympic Resort. The announcements aired 41
times. The airings had a value of $6,150.
The Board of Directors met.
Diana Aaron participated in the Media Blitz to New York
sponsored by the California Division of Tourism. Thirty
representatives of California destinations and attractions traveled
to New York where they met with 150 journalists. Lisa McDonald
of LEGOLAND also participated in the trip.
Staff worked with a travel writer from Entertainment Magazine.
Steve Link manned the Carlsbad booth at the Phoenix Travel Show
with Edrie Romans, Ramada Inn Suites and Carol Dudeck,
Carlsbad Inn.
In response to a lead developed by Diana Aaron on the Media Blitz
to New York, staff researched several story ideas for broadcast on
Good Morning America on ABC.
Staff organized a tour of five Carlsbad hotels for the visitor center
volunteers.
Diana Aaron worked with travel writer Joseph Feinstein who
writes for a Jewish heritage publication in Los Angeles. He was
hosted by the Four Seasons Resorts Aviara.
Steve Link manned the Carlsbad booth at the ITB Travel Show in
Berlin with Rich Smock, Beach Terrace Inn.
Staff organized a hospitality industry transportation meeting at the
Carlsbad Inn.
Diana Aaron attended the World Bridge Seminar sponsored by San
Diego ConVis. The seminar focused on how to work with the
international market.
\3
-
March 18
March 19
March 22
Mar 23-26
March 24
March 25
March 25
March 26
March 26
March 27
Mar 28-29
The March Hotel/Motel Committee meeting was held in the
conference room at the National Association of Music Merchants.
The featured speakers were Marylynn Badillo, NAMM meeting
planner and Jan Sobel, Carlsbad Chamber CEO. Lunch was
provided by Seashore on the Sand.
Diana Aaron participated at the European Tour Operator Reception
in Los Angeles. The reception enabled participants to talk directly
to many of the largest tour operators in Los Angeles.
Diana Aaron and Mara McSparran from LEGOLAND worked at
the San Diego Airport to welcome in the California Travel Mart
tour operators.
Diana Aaron manned the Carlsbad Booth at California Travel Mart
along with Edrie Romans, Ramada Inn Suites and Rebecca
Stevens, Andersen’s Inn. This prestigious show is aimed at tour
operators and other travel professionals from throughout the world.
Diana Aaron, along with representatives of the other bureaus in the
county produced an informative, entertaining program for the
travel professionals.
Staff provided information on Carlsbad to a meeting planner.
Staff provided a tour of the Old Depot to 15 high school students
visiting from Austria. Steve Link briefed them on our marketing
programs.
The Board of Directors met.
Steve Link took several visiting businessmen from the Czech
Republic to a Rotary meeting.
Staff attended a post California Travel Mart Fam luncheon held at
Andersen’s Inn.
Diana Aaron conducted post California Travel Mart Fam tours of
Carlsbad for three international tour operators.
ConVis was a sponsor of the Carlsbad 5000. For many weeks
prior to the event ConVis staff worked with organizers of the race
to secure volunteers and helped promote the race.
4
March 30
April
April 2
April 3
Apr 4-5
April 8
April 13
April 14
April 15
April 16
Apr 18-19
April 19
Jerry Rombotis and Diana Aaron drove to Ontario Mills to see the
California Welcome Center and discuss the viability of a Welcome
Center in Carlsbad.
The April issue of Tucson Lifestyle Magazine contains a full-page
article about Carlsbad.
Steve Link is a member of the Mira Costa College Hospitality and
Tourism Department Advisory Board. The board met to develop
policies and curriculum and programs to increase enrollment.
Steve Link met with Howard Gad, president of Heritage West, to
discuss the plans for a new hotel on Carlsbad Blvd.
Staff manned the Carlsbad booth at the LA Travel Show.
The Transportation Committee met to discuss the need for a tourist
shuttle within Carlsbad.
A film crew from KMEX-TV, a LA television station, was in
Carlsbad to feature Carlsbad as a tourist destination. They were
provided a copy of the ConVis tourism video. Because of this, they
only filmed at Alt Karlsbad and Barnstorming Adventures.
Steve Link spoke on Carlsbad’s attractions at a luncheon of San
Diego ConVis staff and volunteers.
The Hotel/Motel Committee meeting was hosted by Tamarack
Beach Resort. The featured speaker was Floyd Best, McClellan-
Palomar Airport Manager.
The updated Dining Guide was published. The guide is published
every 7-8 months. Ten thousand are printed. Each of Carlsbad’s
145 restaurants are surveyed to insure accuracy.
ConVis is the sponsor of the annual Volksmarch in Carlsbad.
Walkers had a choice of a 5 or 1OK route that began and ended at
the Old Depot. More than 350 people participated. Most were
from out of town.
ConVis was a sponsor of the Folk Festival in the Flower Fields.
There was a band, Andersen’s served chili and Diana Aaron sold
soft drinks. All of the proceeds went to “Kids Are Worth a
Million”.
April 22
April 22
April 24
Apr 25-26
Apt 25-26
April 26
April 28
Apr 28-29
April 30
Steve Link and Diana Aaron attended an Oceanside Chamber of
Commerce luncheon.
The Board of Directors met.
Diana Aaron and two ConVis volunteers attended a volunteer
recognition luncheon at Andersen’s Inn.
A dozen tour operators from London visited Carlsbad. They were
hosted by Beach Terrace Inn for two nights including a wine and
cheese reception. LEGOLAND hosted them for breakfast. Steve
Link and Diana Aaron gave them a tour of Carlsbad and showed
the ConVis tourism video at breakfast.
ConVis staff manned a table at the Flower Fields to solicit
volunteers to work in the Old Depot as well as answer questions
from tourists.
The National Association of Music Merchants held a conference.
Steve Link and two volunteers manned a table to provide
information on restaurants and other interesting things to do.
Staff provided press kits to Kevin Pilley and Stuart Abraham,
travel writers that were hosted by La Costa Resort and Spa.
Steve Link manned the Carlsbad booth at one-day travel shows in
Bakersfield and Fresno. These shows, sponsored by American
Airlines and American Eagle were open only to travel agents.
Diana Aaron, Anita Boeker, Company Stores and Mara
McSparran, LEGOLAND drove to Los Angeles to meet with tour operators. They had appointments to meet with five companies.
ConWis B5.m
‘
The Iniasioti of the Chkkeheads
by Steve Link, Executive Director .’
Carlsbad Convention & Visitors Bureau ./’
anuary was an awesome month for Carlsbad’s
hospitality industry. With the Mercedes
Championship PGA Tournament, the San Diego
Marathon and the Super Bowl, our hotels, restaurants and
merchants enjoyed the most profitable January ever.
Now that the Cheeseheads have I& town, we can catch our
breath. Or can we? We have our annual throng of Canadians
and other snowbirds in town enjoying a respite from frigid
weather.
Trivia Question
Editor’s Notes-
Village Voice, under its current format and direction,
celebrates its “Sixth Anniversary Edition” this month.
Regular readers will notice a trimmed down version for
this month. We are up to our eyeballs preparing for a
dynamite issue in March to launch our new year!
sey what’s the big deal about “Packers” implies a meat Weeseheads. Sure, Wisconsin packing industry. Since when
s noted as a daiq state and is has Wisconsin been !snown for a
aown for their cheese leadership in that industry?
broducts. But they rank
econd in the production of Cheeseheads-Meatheads, they
[airy products (including still lost a great showtime game
heese) to California. to a Good-Ol’-Boy quarterback
from Granada Hills, CA and
Yhat does the name Stanford who leads a herd of
‘Packers” have to with horses called the Broncos. Hc
nything even remotely lead his horses to water and they
onnected to that state? drank.
--.-
ConVis Continued
The Answer To Steve Link’s Trivia Qrrcstion
Each month the hotels report their room revenues to the city Which month 6f 1977 produced the first $5M revenue for the
for tax purposes. There was a month in 1997 in which the hotels? Did you guess August? Wrong! It was October 1977.
hotels reported more than $5 million in revenues for the first
time ever. Which month was it? Answer to follow... ! See...we are not just a summer tourist destination anymore!
,. ,.: .,, . . . . . .I . ,,,.. I :;, ;.. .
r
CJonWis 36-i
I MS WALK-Saturday, March 21.~1 / More than a thousand people are expected to walk in
Carlsbad to raise feuds to combat Multiple Sclerosis. The
Walk begins and ends at Cannon Park. Walkers have a
choice of a 5K or 10K route. Registration forms are available
in the Old Depot (ConVis).
- Have Booth-Will Travel
by Steve Link, Executive Director CARLSBAD S,OOO- Weekend of Mar. 28-29
Carlsbad Convention & Visitors Bureau On Saturday, March 28th, about 2,000 youngsters arc
expected to compete in the Jr. Carlsbad Races in the
ebruary was a & month for the ConVis. downtown area. Races range from a 25-yard Toddler Trot to
> During the first weekend, we manned our booth at a one-mile race for older children. We all know what the
the Orange County Travel Show. Sunday Carlsbad 5,000 is all about.
>On February 3-5, we hosted a journalist from
France, who was writing an article on golf
vacations. I I _Tlte Health & Fitness Expo
will be open all weekend on Roosevelt Street. On Sunday, an
estimated 9,000 athletes and 20,000 spectators will descend
on the Village for the undisputed best 5K race in the world.
The race will be carried nationwide on ESPN. Let’s hope El
Nino fizzles out by then!
>On February 23-26, Diana Aaron, Dir&or of
Public Relations for ConVis, traveled to New York
with a delegation from the California Division of
Tourism to meet with more than 100 journalists.
> On the last weekend in February, we manned our
booth at the Phoenix Travel Show.
Other Events OfNote In Our City
LOVE-IN
Did this headline get your attention? Good...You should be
aware of this wonderful event, held each year, to show the
Canadians and other snowbirds, spending the winter in
Carlsbad, how much we appreciate them. Organ&d by
Eileen Olses the party was hosted by Beach View Lodge
1 on F~bruarv 1 lth.
I
at you want in the F “,c
F Where should you go? The Carlsbad Village would be T
:nice! How about an ocean view while reading your T
T newspaper and sipping on your favorite morning brew. 7 J
r T
f Coffee, Danish, muffins, cereal, fruit, juices and even $
;f yogurt are now being served by Tamarack Beach Resort q
J’? at Dini’s By The Sea Restaurant every morning from ? IT ,T 7:OOam to 9:30am. ‘T T
‘TTtTTrtTTTTtrt’f”f’r*r’P”Pt’EtlP’PT”P’r~P”r”rl~
EXHIBIT 2
June 18,1998
CynthiaHaas
Economic Development
City of Car&bad
2075 Las Palmas
Carlsbad, CA 92009
Dear Cynthia,
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.
Our records show that we have submitted six invoices during this contract period. The
totals for each category of reimbursements compared to the original contract estimates
are:
Advertising $47,876.02 $48,000
Travel Shows 16,751.13 32,000
Fam Trips 3,049.94 6,000
Event Promotion 3,832.OO 9,000
Brochures 8,361.79 25,000
Video 0 1,000
Mgt. Expense 27,750.OO 68,000
We are requesting that Travel Shows be reduced from $32,000 to $28,000 and Brochures
be reduced from $25,000 to $15,000. The $15,000 reductions can then be added to the
Advertising category, increasing it from $48,000 to $63,000.
There are several reasons for this. Our travel show expenses are consistently lower than
anticipated. And our printing expenses are much lower than anticipated. For example,
Smurfit Printing and Carlsbad Printing got into a bidding war to print our large brochure.
The cost of printing it was $5,301 less that last year.
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 l Carlsbad, CA 92018-1246
(760) 434-6093 l Fax (760) 434-6056
www.carlsbadca.org
.’ .
On the other hand, we are placing many more ads than we estimated at the beginning of
the contract year. Part of this was due to El Nino. We felt we had to increase our advertising this April and May to counteract the nationwide perception that California
beach communities were devastated by El Nino storms. And part of this is due to
LEGOLAND The attention and excitement focused on LEGOLAND has opened a
window of opportunity. We are able to inform the public about Carlsbad’s other
attractions while they are learning about California’s newest themepark. This was our
rationale for our co-op ad in the World Travel Guide. Next month we will be co-oping a
full-page ad in a tariff book co-oping with LEGOLAND, Andersen’s Inn and Company
Stores. The tariff book is published by ATI, the largest tour operator in the US. Each of
these unanticipated opportunities costs us $2000-$3000. It doesn’t take long to use up
our advertising budget. But the results will be well worth it.
Sincerely,
Executive Director