HomeMy WebLinkAbout1998-10-27; City Council; 14905; Carlsbad Convention and Visitors BureauP 9 0 % %
. . p 2 4 G f s
I A 6
CITY OF CARLSBAD - AGENIJA BILL Lfy MB 0 I
AB# /qQOS TITLE: DEPT. HD.
CARLSBAD CONVENTION AND VISITOR’S BUREAU MTG. 10 k’ 19% REPORT FOR THE PERIOD ENDING July 31,1998. CITY Al-l-Y. GE
DEPT. ED CITY MGR$@
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 Visitors Bureau (CCVB) 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 Visitors 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 May 1, 1998 through July 31, 1998 (EXHIBIT 1).
CCVB Report Highlights:
1. The number of visitors served at the Carlsbad Visitors Information Bureau offices was
up over 11% ( 4572 to 5062) from the same period last year.
2. The number of telephone inquiries were down slightly by 3% (7570 to 7356) from the
same period last year.
3. Through the CCVB internet web page and in response to advertisements, CCVB
provided leads to hotels for meetings and conventions totaling more than 4100 room
nights.
4. CCVB’s volunteer program provided an additional 397.75 hours of service during the
period.
I
PAGE 2 OF AGENDA BILL NO. /q; SO<
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 $64,036. The CCVB also raised an
additional $18,747 from other sources that include hotel co-op ($11,338), regional partners
($6,000), and miscellaneous sales ($1042).
Expenditures for the period totaled $98,656. Visitor Center operations totaled $28,500 or
29% of the expenditures. Expenditures included $33,145 for Advertising, $26,766 for
Brochures, $6,721 for Trade Show expenditures, and $3524 for The Travel Writer’s
Program, Community Events, and Video production
EXHIBITS:
1. Report from the Carlsbad Convention and Visitor’s Bureau for the period of May 1,
1998 through July 31,1998, dated August 26,1998.
2
August 26,1998
Cynthia Baas
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 May 1,1998 - July 31,1998.
If you have any questions, please call me.
Please notify us when this will be placed on the Council Agenda so we can bc present to
answer questions.
Sincerely, & ve Link
Executive Director
Enclosure
Carlsbad Convention & Visitors Bureau
P.O. Box 1246 * 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 Sake
Misc. Promotions
Total
Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended July 31,1998
For the Quarter cameacttooate
8 64,036.80 $ 223,205.OO
6,OOO.OO 20,000.00
11,338.13 33,222.18
366.35 3,552.64
1,042.70 2,578.55
760.00
S 82,783.98 $ 283,318.37
Visitor Cenbr Operations
For the Quartar
P0rsonnel:
Management 8 2,900
Staff Salaries 14,900
Benefits I ,000
Payroll Taxes 5,413
Total Personnel $
Overhead:
Ulittttes
Outside Services
MainVRental
Equipment Atlocation
Office Supplies
Postage
Travel
tnsurance
Conferences
Memberships
Tetephone
Items for Resale
Misc. Fees
292
342
499
1,781
153
303
375
M
371
161
10
Total Overhead
Equipment Purchases:
8
Items Cost
ContracttODate
$ 8,150
41,840
2,475
15,783
24,213 S 88,248
1,820
1,522
1,386
921
4,192
238
960
2,960
1320
1,034
819
180
4,287 t 17,252
Total Equipment
Total Vi&or Canter Oparations: $ 28,500
E:\ConVii\Financial Repwts\Quartetly ReporhConvie Accounting of Funds July 31-1998
s 85,500
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
SupplieslMateriale
Subtotal
Advertieing:
Management Allocation
Equipment Allocation
Ade
Production Costs
Telephone/Postage
Supplies
Subtotal
Brochures:
Management Allocation
Equipment Afiocation
Design & Printing
Subtotal
Video:
Management Allocetion
Production Coete
Subtotal
Marketing Partnership
subtotel
Total Program Expendiies:
Total Period Expendiies:
Program Expenditures
Accounting of Funds
For the Quarter Ended July 31,1998
TOTAL EXPENSES
For the Quarter contmcttoDate
1,000
142
-
S 3,500
229
loo
100
8 1,342
2,500
428
200
S
1,700 S 8,700
138
s 1,838
3,318
100
S
3,600
768
2,253
100
S
s
6,721
9,150
1,668
17,279
600
S
4,800 S
22,960
385
4,700
300
S
13,700
467
80,588
1,779
9,200
800
S
3,701 12,046
23,085
s
33,145
S
26,706
41,927
S
100
244
S
S
344
100
289
S
S 70,156 S 188,548
S 98,656 S 274,048
6,857
12,118
28,897
86,514
53,973
389
E:\ConVis\Financial ReportsQuarterly RepodConvia Accounting of Funds July 31-1998
.
Visitor Information Summary
May 1,1998 -July 31,1998
CA resident
Visitors
1998 1997
May 1,635 I, 448
June 1,708 I,382
July 1,719 I, 742
3 months total 5,062 4,572
Out of CA Foreign
Visitors Visitors
1998 1997 1998 1997
1,349 1,404 202 112
1,478 1,554 183 138
3276 1,641 218 191
6,103 4,599 603 441
Total for
Month
1998 1997
3,186 2,964
3,369 3,074
5,213 3,574
11,768 9,612
Above figures represent one member of family and/or group.
Phone inquires
1998 1997
Mail outs
1998 1997
Travel Agent
Mail outs
1998 1997
I 2,290 2,475 1,914 1,248 273 148
June 2,486 2,498 2,908 909 222 136
I I I
I 1 2,580 2,597 1,789 136 255 152
I 3 months total 7,356 7,570 1 6,611 2,979 1 750 436 I
CV/financial reports/quarterly reprt/activitiesNisitor Information Summary-chart May-Jul98.doc
ConviATip Sheets~StatsQuart.erly Report Inquiries MayJ1mJul98.docOs/26/98 3:49 PM
7
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:
Western Association News annual Directory Group Tour Magazine
GSA (Canadian travel agent magazine)
Medical Meetings magazine
ConVis helped promote the Village Faire in May.
Steve Link manned the Carlsbad booth at POW WOW in Chicago. This is the most
prestigious travel show in the US and is attended by several thousand international tour
operators.
Even before Steve returned home from Chicago a tour operator he talked to from Sweden
booked more than 25 room nights at Beach Terrace Inn. Another tour operator from
Norway booked 50 room nights at Ocean Palms Resort.
Through our Internet web page and in response to our advertisements, we provided viable
leads to hotels for meetings and conventions totaling more than 13,583 people, requesting
4,101 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.
As a follow-up report, Olympic Resort has reported that a travel agent from Bakersfield
booked 50 room nights after talking with Steve Link. Steve manned the Carlsbad booth
at one-day travel shows in Bakersfield and Fresno, April 28-29. These shows, sponsored
by American Airlines and American Eagle were open only to travel agents.
-
Volunteer Proaram
ConVis has a volunteer program. We are looking for and recruitng new volunteers.
The following chart illustrates volunteer hours worked.
3rd Quarter 1998
Cynthia McPherson 0 3 14.5
Frank Stasio 12 12 12
Mary L. Trolson 28 29 29
MONTHLY TOTAL= 122.5 139 133.25
4
ACTIVITIES
May 3
May 5
May 5
May 6
May 7
May 7
May 8
May 12
May 14
May 15
May 15
May17
May 18
May 18
May 18
May 19
The staff worked on the Carlsbad Village Faire. The Old Depot served as
the Faire Headquarters as well as the Carlsbad Police Dept. Command
Post.
Diana Aaron met with George Ridge, a writer with the Arizona Daily Star.
We also put him in touch with GIA for a separate story for the
International HeraId Tribune.
The of&e took delivery of 400,000 Beach Train brochures
Diana Aaron met with Cynthia Dial, a free lance writer and photographer.
The South Carlsbad Visitors Center Committee met.
ConVis volunteers assisted LEGOLAND with their Hospitality Industry
luncheon.
Diana Aaron met with Marlene McLean Greer a writer with the San
Gabriel Valley newspaper to gather information on Carlsbad.
Steve Link did a radio interview with KU&-radio 1200 from Atlantic,
Iowa.
Diana Aaron did a telephone interview with Maria Gil a writer with the
Leisure Travel News in New York.
The Regional Marketing Committee met.
Steve Link assisted Eilene Zimmerman a writer with San Diego Magazine
gather information on Carlsbad.
A feature on Carlsbad was published in the San Gabriel Valky
Newspaper.
The Carlsbad ConVis Transportation Committee met.
Steve Link met with Doug McIntosh to develop a marketing plan for the
future community golf course in Carlsbad.
An interview with Diana Aaron was published in Leisure Travel News.
Diana Aaron conducted a site inspection with Dianne Berlinghof a tour
operator who owns World of Vacations in Vancouver, British Columbia.
10
-
May 20 Steve Link was the featured speaker at a breakfast meeting of the residents
of Las Villas de Carlsbad.
May 20 Carrie Ellwood spoke on “Out of the Ordinary Group Adventures” at the
May Hotel Motel Committee meeting. The luncheon was at Raintree
Restaurant, hosted by Inns of America.
May 20 The Board of Directors met.
May 23 Diana Aaron worked with Susan Jaques, a writer with LA Times Calendar
Weekly to gather information on Carlsbad. She was hosted by LaCosta
Resort & Spa.
May 24-2 7 Steve Link, Mara McSparran, Travel Industry Sales manager,
LEGOLAND and Rick Smock, manager Beach Terrace Inn manned the
Carlsbad booth at POW-WOW in Chicago. POW-WOW is attended by
several thousand international tour operators and is considered the most
prestigious travel show in the U.S.
June KJJZ-FM102 a popular smooth jazz radio station out of Palm Springs ran
a “Great Summer Getaway” promotion. Diana Aaron worked with the station and sent over our “Celebrate the Magic” brochures that were
displayed in many retail shops. The station held a contest at the end of
June with the winners receiving a two-night stay at Ramada Inn Suites.
The announcements aired 55 times for a value of $2,300.
June There was an article touting the Carlsbad ConVis web page in the June
issue of LA Magazine.
June 1 Steve link appeared before the San Diego County Board of Supervisors to
present a grant proposal to fund promotions that benefit the North County
region.
June 2 Steve Link and Diana Aaron attended the Oceanside Chamber of Commerce Tourism luncheon.
June 2 Steve Link was interviewed for a program on KPBS-radio, the public
radio station in Dan Diego.
June 3-4 Diana Aaron escorted Stan Goldberg, a tour operator from Conquest Tours based in Canada on a site inspection of Carlsbad hotels.
June 3 Steve Link was interviewed by Katie Kuehner-Herbert a writer for the San
Diego Daily Transcript.
\I
June 4
June 8
June 9
June 10
June 10
June 11
June 14
June 15
June 17
June 17
June 18
June 18
June 22
June 23
June 24
The Chamber Transportation Committee met. Diana Aaron represented
Carlsbad ConVis.
Steve Link, Diane McDonough, manager of Inns of America and Hope
Wrisley owner, World of Travel met with J. Stryker Meyer, City Editor, North County Times to inform him of developments in Carlsbad’s visitor
industry.
The Marketing Committee met.
Staff assisted Evan Rothman, editor of GolfPro gather information for
articles about the golf industry.
Members of the Marketing Committee met with Jeff Flowers of the
Flowers Group, an advertising agency, to develop a new theme for ConVis
ads.
Diana Aaron met with staff from Andersen Consulting Match Play
Championship to help cross promote the event and Carlsbad.
A feature highlighting Carlsbad was published in the Arizonia Daily Star
(Tucson).
The Marketing Committee met.
The staff and directors of the Encinitas Chamber of Commerce toured the
ConVis offices.
Tracy Drapkin, Tournament Manager, Toshiba Tennis Classic and
Christine Mussulman, American Eagle Airlines, were the featured
speakers at the June Hotel Motel Committee meeting. The luncheon was hosted by La Costa Resort and Spa.
Steve link was interviewed by Ed Fasio, a writer with the San Diego
Union.
An article about Carlsbad and La Costa Resort, written by Susan Jaques,
appeared in the Los Angeles Times/week-end section.
Steve Link attended an Open House at the Oceanside Visitors Center.
Diana Aaron represented ConVis at the Chamber Transportation meeting.
Steve Link gave a tour of the Old Depot to a class of students from the
Carlsbad Montessori School.
I2
June 24 The Board of Directors met.
June 24 Steve Link and Diana Aaron attended the Annual Dinner at the San Diego
Convention and visitors Bureau.
June 24-28 Larry and Rita Messin, a travel writer and photographer from New York,
were escorted on a tour of Carlsbad’s attractions by Diana Aaron. They
were hosted for 2 nights by the Olympic Resort and 2 nights by
Andersen’s Inn. American Airlines flew them here for a small
administrative fee. Diana Aaron first met these writers on the California
Media Blitz to New York in February,
June 26 Steve Link met with Jeff Flowers to develop a new theme for our ads.
June 26 Staff attended “Taste of Carlsbad” at the Carlsbad Company stores
benefiting Kids Are Worth A Million.
July 1 Steve Link escorted Ken Kramer, a newsman with KNSD-TV San Diego
as he videotaped a feature on the history of Carlsbad’s mineral waters.
July 3 Ken Kramer’s feature was aired by KNSD-TV.
July 8 Lynn Mohrfeld, the previous director of the San Diego ConVis research
department, spoke to the Marketing Committee about gathering data on
visitors to Carlsbad.
July 8 Diana Aaron conducted a 3-hour Volunteer Training session.
July 9 Diana Aaron met with Vickie Morrison the Public Relations Director for
GIA to work on cross promoting.
July 9 An interview with Steve Link was published in the San Diego Daily
Transcript.
July 9 Steve Link gave a tour of the Old Depot to a class of students from
Carlsbad High School,
July 9 The Board of Directors met.
July 10 Diana Aaron did a ftiliarization tour with Dave Wilson from Left Coast
Destination Services. He has booked a group of 40 seniors to visit
Carlsbad in mid-September.
July 15 A luncheon was held at Neimans restaurant to recognize Nancy Nayudu for her year as Chairman of the Board.
July 16
July 20
JuZy 23
July 23
July 26
July 27
July 27-30
July 29
July 29
July 30
July 31
Diana Aaron worked with Barbara DeMarco Barrett a travel column wirter
for Orange County Woman Magazine.
ConVis Staff took a hard hat tour of LEG-OLAND.
Steve Link met with Bob Richards to discuss a South Carlsbad Visitors
Center.
Diana Aaron worked with Lisa Smith from The Blend Magazine to help
develop the Carlsbad section.
The Old Globe Theatre donated 20 tickets to the staff and volunteers of
ConVis to see “Getting and Spending.”
Diana Aaron attended two meetings organized by the San Diego ConVis
to discuss Travel Industry Sales.
Diana Aaron and Steve Link met several times with John Lapsley, an
Australian novelist, who is writing a novel that takes place in Carlsbad.
Steve Link gave a tour of the Old Depot to a class of students from the
Carlsbad Christian School.
Diana Aaron attended a regional hospitality event at LEGOLAND.
The South Carlsbad Visitors Center committee met.
Diana Aaron attended a meeting at San Diego ConVis regarding joint
promotions in an International Traveler Assistance brochure.
I4
.
LA READER SERVICE
L.A.insider
A Reader’s Guide to June’s Latest Products. tiottest Shops and Travel Destinations.
The - 23rd Street Jewelers
The jewalry in Diane Alien
and Mary Rekey’s shop
reflects their love of
vintage jewelty from a time
when jewalers ware true
artisans. “Our finest
platinumsmith is very
busy fabricating these
exquisitely detailed pieces
to meet the demands of
our clientele,” say Diane
and Mary. Many designers
of 18 karat yellow gold
and platinum are featured
in this gallery-like bou-
tique, where you can also
see the works of Diane
and Karen Bliefer, staff
designer and appraiser.
The 231-d Street
hwekn, 2319 Wilshire
8oukvatri, Santa
Monica. For more
information, @ease call
(310) 8284833.
Carl&ad convention w Visitors Bureau
One of the World’s
Best Web Sites
The Cadsbad California
Convention & Visitors
Bureau has been awarded
the prestigious Epicurus
Award as one of the
500 best web sites in
the world. The award,
granted annually by the
Epicurus Group of
Companies in London, is
granted to individuals,
corporations, organizations
and educational institlt
tions for the excellence
of their web sites. A
committee judges the web
sties for information
content, interesting design
and graphics, unique site
structure, educational
value and whether the site
succeeds in conveying its
message to the viewer.
Carl&ad Convention &
Hsitors Bureau. For
mom information, visit
their website at
www.wrlsbadca.o@
,Delicatessen
Ready for a change?
Try the Roll ‘n Rye
If you value quality
homemade food and
friendly service, this
Culver City hideaway is a
real find. Wii a full deli
menu plus grilled, lowfat
and fresh fish entrees,
The Roll ‘n Rye offers
something for everyone.
Additional services include
specialized catering with
a flair for all occasions
and a fax service for
pickup orders. Celebrating
its 35th anniversary, The
Roll ‘n Rye invites you to
see for yourself why
three generations of
customers keep coming
back for more.
The Roll ‘n Rye Restaurant
and Delicatessen, 10990
l4! Jefkson Boulevard,
Culver City. For more
information, please call
(310) 3903497.
Lucky J- GetLuckyonTbird
Now you can get Lucky in
Santa Monica! Luclpl
Brand Dungarees, maker
of men’s and women’s
denim, has opened a
new store at the Third
Sreet Promenade.
Located between Wilshire
and Arizona, the store
features a full array of
Lucky Brand denim and
sportswear as well as
Lucky Brand fragrance,
accessories, activewear
and loungewear. You can
also visit the Lucb
Brand store on La Brea
Avenue or via the web at
www.luckybrandjeans.com.
Lucky you!
lucky Brand leans, I213
7hird Street Promenade,
Santa Monica. for more
information, pkase call
(310)3955895.
Co&bad Business Journaf l May, 1998
Traveling the globe to tell the world about Carlsbad
C onVis staff and volunteers are
traveling all over the globe this
spring, touting Carlsbad’s charms to
tour operators, travel agents and the general
public.
They have participated in eight travel
shows since February. Some travel shows are
in nearby population centers such as Los
Angeles, Costa Mesa and Phoenix. Others
are aimed at international travelers. In
March, for example,
the ConVis partici-
pated in the world’s
i argest travel show, in Berlin, Germany. In
May, ConVis will be at POWWOW in Chi-
cago, America’s most prestigious travel show
and in November will be at World Travel
Mart in London.
The travel shows are attended by travel
agents, tour operators and in most instances
the general public. At most travel shows sev-
eral hundred brightly decorated booths, rep-
resenting everything from cruise ships to
exotic destinations throughout the world,
compete for the attention of attendees.
The volunteers manning the Carlsbad
booth stand 7-8 hours a day exuberantly
touting Carlsbad’s charms and distributing
brochures to the crowds of people strolling
the aisles.
“The travel shows enable the ConVis to
promote Carlsbad directly with the people
who are making travel plans for their cli-
ents or themselves,” said Steve Link, Con-
Vis Executive Director.
Beth Webster, Carfsbad Inn, and Shirley Barrie, Beach view Lodge,
work in the Co&bad boorh at the Orange Camty. Travel Show.
CAR~RAD DIsm~Imms BROCHURES
IN Ganmrwv AND AUSTRIA
When reprinting Carlsbad’s German lan-
guage brochure, the ConVis increased the
number from 5,000 to 20,000.
The additional 15,000 brochures were
given to a company near Frankfurt, Ger-
many to distribute throughout Germany
and Austria. “This company has a contract
with the California Division of Tourism to
distribute their brochures. They simply in-
sert ours into each packet,” explained Steve
Link, ConVis Executive Director.
Most of the remaining brochures were
distributed at the travel show in Berlin, in
March.
16
3 - E 2 w: n =tibC ‘- 3 2 c
-0 m ‘G w,P s s .s
June 18,1998 - The Coast News
‘Tourism Loop’ may reduce conaestion Cbad’eyes shtittie
BY DYLAiVN DEANNA logo, Flower Fields, etc.) in would love to see a shuttle like order to fulfil1 higher capacity. this in Carlsbad. It would get rid “These?re tentative plans of a lot of cars parked on the
and we are still gauging public road and make getting around
interest and studying other cities’ this lovely area much easier.”
systems to determine how suc-
cessful it will be for our city,”
Aaron said.
CARLSBAD - The Carlsbad Convention and Visitors Bureau
is studying plans for a trans-
portation shuttle that would con-
nect to key Carlsbad tourist Ioca-
tions. The Bureau has organized a
transportation committee to
assess the need and interest of a
shuttle, as well ascreate a trans-
portation plan to be presented to
the City as either a stand- alone
project or a possible conjunction
with the Chamber Of Commerce
for joint usage.
“Our goal is to unite ‘the
northern and southern areas of Carlsbad in order to .promote
tourism and provide added bene-
fit to our visitors,” said Diana
Aaron, the bureau’s public rela-
tions director.
The proposed stops for the
the shuttle, a “tourism loop,” are
the CarIsbad Mall, Coaster
Station North, Carlsbad Inn
Beach Resort, Grand Pacific Palisades Resort, Legoland Park,
Carlsbad Company Stores,
Coaster Station South, Raintree
Bar and Grill, Carlsbad State
Beach, Carlsbad Seapointe, and
Olympic Resort. Another bus
route would start at Olympic and
follow a reverse route. The
initial proposal from Michael
Farrar of PaIomar Limousines is for three 28-passenger Iimo-
buses, to be decorated with area attractions (LOGO bricks/LLC
The proposed hours of oper-
ation for the shuttle are between .
the hours of 9 a.m. and 9 p.m.,
but could extend to allow Iate- night diners the opportunity to
commute back to hotels. The
cost would be a $1 coupon pur-
chased from participating Ioca-
tions, which would serve as a daily pass regardless of how
many stops. t i Aaron said proposed fund- ;
ing for the shuttle is still in the
early stages.
“We are in a brainstorming
process at the moment. It hasn’t
been worked out. One possible
solution would is a joint usage
with the Chamber Of
Commerce, but many options are
open.
“The question is whether the
shuttle should be tourism related
vs. all city transportation, car-
pools, etc. Nevertheless, the
main focus is to develop a tourist
friendly shuttle. This city would
greatly benefit from one. It
would keep tax dollars in our
city and be convenient for guests
and residents,” Aaron said.
Sandy Bergensen, a frequent
Carlsbad visitor, agreed. “I
WEDNESDAY, JULY 22,1998
Carlsbad ConVis
names new chairman
CARLSBAD - Rick Smock, general manager of the Best
Western Beach Terrace Inn, has been tapped to be the chair- man of the Carlsbad Conven- tion and Visitors Bureau for the
coming year. Smock, who replaces Pelican Cove Inn owner Nancy Nayudu, is a member of the Executive Marketing Advisory Commit- tee for Best Western Intema- tional. He is governor of the BWI region that extends from Newport Beach to Morena Val- ley to the Mexican border. He is also chairman of the BWI Ed- ucation Committee for Califor- nia, Nevada and Hawaii. Smock is also a past board - member of the California Ho- tel and Motel Association, past chairman of the CHMA Educa- tion Committee and past trea- surer of the CHMA Education Foundation. He has managed Beach Ter- race Inn and Beach View Lodge since 1987. Before that, he was manager of the Southern Cali- fornia Beach Club in Ocean- side and assistant manager of Carlsbad Inn.
CarJsbad Businc Journal l July, 1998
. Tour opercriors discover Carlsbad T he Carlsbad Convention and Visi-
tors Bureau conducts an array of
marketing programs aimed at the
traveling public, travel agents, tour opem-
tors, meeting planners, etc. Tour operators?
Throughout the world there are thou-
sands of companies that call themselves tour
operators. Some special& in types of vaca-
tions such a golf or historic vacations. Oth-
ers promote specific destinations. They
make the travel itineraries for groups or in-
dividuals for business or pleasure. Many
piiiiq
overseas tour opera-
tors will contract
i~IIIM~~lMMNI~lMMMMl~lMRI#l~lMMMMM with receptive tour
operators in the U.S. to make the fiial trans-
portation and lodging arrangements for a
visiting group.
The challenge for the Carlsbad Conven-
tion and Visitors Bureau is to inform these
companies of what is available in Carlsbad
and encourage them to contract with local
hotels.
“This usually involves one-on-one contact
with specific tour operators who are capable
of bringing business to Carlsbad,” explained
Diana Aaron, ConVis director of public re-
lations.
“We’ve participated in two travel shows
this spring aimed specifically at tour opera-
tors. At the California Travel Mart, spon-
sored by the California Division of Tour-
ism, and at POW-WOW, sponsored by the
Travel Industry Association of America, we
scheduled z&minute appointments with
tour operators to show them why they
should include Carlsbad in their tour itin-
eraries,” said Aaron. “And we encourage
them to visit Carlsbad to learn more about
our attractions and hotels.”
In May, a dozen tour operators from Great
Rebecca Stevens escorts Sfan
Goldberg on a site inspection of
Andersena Inn. Goldberg is the
manager of Conquest, a tour op-
erator based in Toronto, Ontario.
Britain traveled as a group to C&bad They
were hosted for two nights by Beach Ter-
race Inn, while they toured North County
attractions. LEGOLAND hosted them to a
breakfast. Individual tour operators visit
Carlsbad throughout the year.
This spring, Rebecca Stevens of
Andersen’s Inn, Anita Boeker of Carlsbad
Company Stores, Mara McSparran of LE-
GOLAND, and Diana Aaron are schedul-
ing visits to tour operators in Los Angeles.
Tour operators also publish “tariff books”
describing the destinations and types of
tours they handle. These books are circu-
lated to travel agencies throughout the
world. This summer, a full-page color ad will
be placed in Americantours International’s
tariff book. The ad is a cooperative effort
by the ConVis, LEGOLAND, Andersen’s
Inn and Company Stores.
Promoting Carlsbad to tour operators is
a long process of building relationships mea-
sured by a series of individual successes.
SATURDAY, IULY 18,1998
Hotel
:gears
ifor 1999
opening
n Carlsbad Ranch
resort’s first phase nearly 70 percent done, offlcials say
SANDRA HAZELTINE
STAFF WRITER
CARLSBAD - Although the vibrantly hued ranunculus blooms of the Carlsbad flower fields have wilted away until next spring, another grand at- traction is sprouting on the hills of Carlsbad Ranch. The Grand Pacific Palisades Resort and Hotel, currently under construction above the famed flower fields, will fea- ture 130 rooms and 161 time- share condominiums when complete. Hotel officials say the project’s first phase - 81 timeshares and 90 hotel rooms - is nearly 70 percent com- plete and on time for a sched- uled January 1999 opening. Construction is expected to begin on the second phase of remaining units by 2000, with anticipated completion the fol- lowing year, officials said. The three-story complex, visible on a 12.2 acre ridge north of Palomar Airport Road across from Price Costco, of- fers sweeping views of the city and.,#acific Ocean, from La Jolla-to San Clemente. The ho- tel’s lobby fronts the driveway to Legoland California, which is scheduled to open two months after the hotel. In fact, hotel officials are
banking on an estimate that Grand Pacific Palisades did the Danish toy maker’s theme park will draw some 6,000 visi- not ignore the corporate traveler when planning the hotel, espe- tot-s a day - many of whom want overnight accommoda- /’ cially since it is located at the 1’ mouth of the city’s industrial cor-
ti0ll.S. ridor. Some of the executive “We’re lpcated near a family I rooms will target the business park, so we wanted to bring the traveler, featuring modem hook- comforts of home to our rooms,” ups and work desks, Nakagawa said Patricia Gunn, the director i said. of sales and marketing for the hotel. Some of the hotel’s 130 rooms will have fully equipped kitch- enettes, as well as an iron and ironing board. The timeshares will feature many of the same “home” comforts in one- to three- bedroom configurations. The interior and exterior of the hotel will also reflect the bright colors of Legoland and surrounding Carlsbad Ranch pro- jects, said Randy Nakagawa, di-
While Grand Pacific has tried to accommodate a wide range of clients, it hopes to do so at an af- fordable rate. Nakagawa said they hope the accommodations will earn between a three- or four-star/diamond rating while still being accessible to the aver- age family. “We’re not trying to make it a Four Seasons Aviara or a La Cos- ta Resort, but we want it to be nice,” he said. “We’ll have many amenities and programs for chil- rector of marketing for Grand Pa- l dren, and the mixed-use of time- cific Resorts. Rooms will be fur- shares and a hotel It’s a unique nished with bright blues and package that we can offer visi- greens, while exterior landscapes tars.” will mimic the flower fields. In the last year, the Grand Pa- “You see a lot of primary col- cific project was, just one of five ors across at Legoland, so we wanted to keep the same theme hotels to come before the city for
_.-- - . _ approval. City officials credit here,” Nakagawa said. Legoland isn’t the only entity Legoland for luring the hotel pro-
expected to benefit from the new jects here, and a need for accom-
hotel and resort. Steve Link, di- modations geared toward corpo- rate travelers in the industrial ’ rector of Carlsbad’s Convention corridor. and Visitors Bureau, said the j Grand Pacific Palisades will also
Marriott hotels plans to build
be a boon to the community a Residence Inn at Faraday Av-
since it is expected to bring in enue and College Boulevard, and a Courtyard by Marriott on about $300,007i- a year in Tran- ( Camino Vida Roble and Owens sient Occupancy Tax, a 10 per- I Avenue. A Hilton Garden Hotel : cent tax of hotel room rates. i was approved at the intersection “It will encourage visitors to 1 of Carlsbad Boulevard and Palo- Legoland to make it a two-day 1 mar Airport Road featuring trip rather than just a one-day about 162 rooms. trip,” Link said. “But it will also benefit the Carlsbad Comp.any A fifth hotel is planned in the iI i Stores because it looks rrght downtown village area along down on it. Thts IS great for the Carlsbad Boulevard and Grand entire c~mrnunity.~ Avenue.
The Grand Pacific Palisade hotel will be joined by another resort in Carlsbad Ranch in the near future. Under the ranch’s specific plan, a maximum of 700 rooms is allowed on property ad- jacent to Legoland.
. . _ ^.. _-__ _ _, _,
.I .u_._
s 0
‘c3 F= s a
0
WEDNESDAY, JULY 29,1998
._~ ~... ~_--. .- - ~-- ConVis
allocates
$14K in
ad funds
SANDRA HAZELTINE
STAFF WRITER
CARLSBAD - Hoping to counter negative publicity generated from El Nino storms, and to prepare for the opening of Legoland Califor- nia, the Carlsbad Convention andvisitors Bureau gained ap- proval by the City Council to transfer $14,000 to its adver- tising account. The council unanimously approved the reallocation of funds Tuesday, transferring $10,000 from the group’s brochure fund and another $4,000 from its trade-show al- location. “We think it’s a shame if people go to Legoland, and then hop right back on the freeway without seeing what else Carlsbad has to offer, such as the Company Stores,” said Steve Link, executive di- rector of ConVis. “Legoland is spending a tremendous amount of money to let the public know they’re opening. This is not a time to reduce our advertising bud- get.” Legoland California, ex- pected to be the cornerstone of Carlsbad Ranch, is under construction and scheduled to open in March, just east of In- terstate 5 off Cannon Road. The 128-acre park is the third of the Danish toy maker’s fam-
ily-oriented theme parks, and the first of its kind to be built outside Europe. Mayor Bud Lewis recom- mended approaching Legoland officials about placing a ConVis visitors booth at the park, to boost awareness of other attrac- tions in Carlsbad. “I would hope Lego would take that into consideration,” said Lewis, referencing Legoland’s decision to remove Carlsbad from the park’s official name. “Not just to benefit them- selves, but the community of Carlsbad as a whole.” City officials had been upset ( when the park’s name was changed from Legoland Carls- bad to Legoland California in September - a move park offi- cials said was done for market- ing purposes. Link said negative publicity from the winter’s El Nino storms had a serious impact on hotel revenues for April. This year, the transient occupancy tax rev- enues - 10 percent of a hotel room rate - were significantly lower in April than January and
February. Typically, the occupancy tax- es ire substantially greater in thsfspring than in the earlier mofiths, Link said. However, toqists may have assumed El Nina storms depleted much of the$nd on local beaches. . .
---_
% c
:
d
1
B
F
l
3 .I
ii
Is
iti
5
iii
2 E.5 T 1 6, $2 w .a 30
kg
mzc3