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Home My WebLink About2000-10-17; City Council; 15933; Convention And Visitor's Bureau ReportCITY OF CARLSBAD AGENDA AB# /5 933 TITLE: CARLSBAD CONVENTION AND VISITOR’S BUREAU MTG. 1 O-l 7-00 REPORT FOR THE PERIOD ENDING JULY 31,200O. DEPT. ED 3 DEPT. HD. CITY Al-l-Y. CITY MGR . RECOMMENDED ACTION: Accept the Report ITEM EXPLANATION: On October 26 1999, the City Council authorized the Mayor to execute a one (1) year agreement with the Carlsbad Convention and Visitor’s Bureau (CCVB) for community promotion purposes. The contract is for the period November 1, 1999 and will run through October 31,200O. The total authorized contract amount for 1999-2000 is $357,000, including $123,000 for operation of the Visitor’s Center. 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, and the La Costa Golf and Tennis events. 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 with a report of its activity and expenses. CCVB has submitted their latest report summarizing their activities for the period May 1, 2000 through July 31, 2000(EXHIBIT 1). CCVB Report Highlights: 1. The number of visitors served at the Carlsbad Visitor’s Information Bureau offices was down by 3% (9,945 down to 9,612) from the same period last year. 2. The number of mail outs were down by 24%( 4,296 to 3,268) from the same period last year. 3. CCVB processed a total of 48 qualified leads, totaling approximately 5,709 room nights. 4. CCVB’s volunteer program provided an additional 1 ,I 72 hours of service during the period. PAGE 2 OF AGENDAiLL NO. 1% 933 FISCAL IMPACT: The City’s Agreement with the Carlsbad Convention and Visitor’s Bureau established $357,000 as the total amount of funding for the twelve (12) month period from November 1, 1999 to October 31, 2000. The contract includes $123,000 for operation of the Visitor’s Center, and $234,000 for programs. Payments from the City for programs during this period totaled $81,480. CCVB also raised an additional $13,706 from other sources that include hotel co-op ($12,673) depot sales ($736) and (marketing partnership ($297). Expenditures for the period totaled $86,491. CCVB expenditures included $36,234 for Advertising, $1,939 for Brochures, $16,618 for Trade Shows and the Travel Writer’s Program, and $950 for consulting services. Visitor Center operations totaled $30,750. EXHIBITS: 1. Report from the Carlsbad Convention and Visitor’s Bureau for the period of May 1, 2000 through July 31, 2000, dated August 29, 2000. August 29,200O Cynthia Haas Economic Development City of Carlsbad 1635 Faraday Carlsbad, CA 92008 Dear Cynthia: Attached is the financial report and a synopsis of major activities of the Carlsbad Convention and Visitors Bureau for the period May 1,200O -July 31,200O. 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 l?O.B0~1246*Carlsbad,California 92018-1246 TEL (760) 434.6093.FAX (760)434.6056 www.carlsbadca.org/ - -a Carlsbad Convention & Visitors Bureau Accounting of Funds For the Quarter Ended July 31,200O Income For the Quarter Contract to Date City of Carlsbad County of San Diego Regional Partners Hotel Co-op Marketing Partnership Depot Sales Misc. Promotions Total $ 81,460.40 12,672.75 297.25 736.15 $ 95,166.55 $ 264,169.64 30,076.63 1,622.25 2,021.35 201.39 Visitor Center Operations For the Quarter Personnel: Management $ 2,675 Staff Salaries 15,865 Benefits 1,271 Payroll Taxes 6,575 Total Personnel $ Overhead: Utilities 514 Outside Services 380 Maim/Rental 264 Equipment Allocation Office Supplies 624 Postage 60 Travel 236 Insurance Conferences 516 Memberships Telephone 277 Items for Resale 664 Misc. Fees Volunteer Program 407 Total Overhead Equlpment Purchases: $ Items Cost $ 318,111.46 Contract to Date $ 6,075 43,665 3,316 17,033 26,566 $ 72,291 1,824 1,072 1,237 623 2,050 193 714 1,396 5,574 1,763 1,049 1,631 426 407 4,164 $ 19,959 Total Equipment Total Visitor Center Operations: $ 30,750 E:\ConVis\Financial ReporWQuarterty Report\Convis Accounting of Funds Jul 31- 00 $ 92,250 Advertlslng/Promotlng Events: Management Allocation Equipment Allocation Ads Production Costs Promotion Telephone/Postage Supplies Subtotal Trade Shows/FAM trips: Management Allocation Booth Fees Travel Costs FAM Expenses Equipment Allocation Telephone/Postage Supplies Subtotal Brochures: Management Allocation Equipment Allocation Design 8. Printing Subtotal VldeolCD-ROM: Management Allocation Production Costs Subtotal Consultant: Management Allocation Fees Subtotal Marketing Partnership Subtotal Total Program Expenditures: Total Period Expenditures: Program Expenditures Accounting of Funds For the Quarter Ended July 31,200O TOTAL EXPENSES For the Quarter Contract to Date $ 9,000 $ 27,150 23,642 192 2,400 1,000 $ $ 5,900 7,362 2,156 $ 1,835 104 $ $ - $ $ 950 $ $ 36,234 $ 18,618 1.939 950 $ 55,741 $ 206,361 $ 88,491 $ 298,811 $ $ 74,827 1,766 2,500 7,500 1,900 5 14,851 15,117 5,213 37 3,588 550 $ 9,992 29,097 $ 3,750 4,318 $ 1,700 2,905 $ 115,443 39,156 39,089 8,068 4,605 E:\ConVis\Financial Reports\Quarterly Report\Convis Accounting of Funds April 30-2000 Visitor Information Summary May 1,200O - July 3 1,200O CA resident Out of CA Foreign Total for 1 Visitors Visitors Visitors Month 2000 1999 2000 1999 2000 1999 2000 1999 May 1,637 1,579 1,314 1,246 336 347 3,287 3, I72 June 1,044 1,392 1,663 1,538 324 342 3,031 3,272 July 1,384 1,618 1,267 1,385 643 498 3,294 3,501 3 months total 4,065 4,589 4,244 4, I69 1,303 1,187 9,612 9,945 Above figures represent one member of family and/or group. May Web Page Hits Mail outs 2000 2000 1999 534K 1,901 1,473 Travel Agent Mail outs 2000 1999 133 466 1,015 1,512 131 295 422K 3,268 4,296 507 736 CVKinancial reports/quarterly report/activities/Visitor Information Summary-chart May-JulOO 6 1 ADVERTISERS INQUIRES 1 Mav 00 1 Jun 00 1 Jul 00 I Arizona Daily Star 12 9 4 Calif State Visitors Guide 391 445 317 I Internet I 160 I Las Vegas Review Journal 29 7 LA Times 18 0 2 1 LA Times Magazine Los Angeles Magazine 102 19 25 Meetings in the West 2 2 15 I No Recollection/voice mail I Orange Coast Magazine 8 2 Palm Springs Desert Sun 3 11 2 Phoenix Magazine 1 1 Press Enterprise SD Visitors Guide 11 2 5 13 10 Travel 50 & Beyond 21 3 14 Travel Agent Magazine 25 86 22 Travel Weeklv 118 8 6 I Tucson Lifestvle Magazine I Vacations Magazine 127 39 Where to Retire 5 4 2 P Programs to Attract Groups During this period, we advertised in six publications aimed specifically at travel professionals. These were: American Society of Travel Agents Annual Directory California Holidays tariff book (published and distributed to travel agents in Great Britain. Insurance Conference Planner Religious Conference Manager Technology Meetings Travel Agent Magazine Steve Link, Brooke Baumkirchner (La Costa Resort and Spa) and Maryann Osinski (Ramada Inn Jz Suites) manned the Carlsbad booth at POW WOW in Dallas, Texas. Sponsored by the Travel Industry Association of America, this is the most prestigious travel show in the U.S. It was open to overseas tour operators only. The ConVis worked closely with the organizers of the Carlsbad Village Faire. The ConVis worked closely with the organizers of the Ironman California Triathlon and manned an information booth throughout the weekend event. TJ Stroben, the Group Sales Coordinator, has worked with a score of groups. Her activity report is attached. 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L : j i 1 i i ’ I I ’ ‘j 1 I I I !: I I I I c I < r: . iv I . :; 1 r , I . 2 3 r) p” s 3 H > - > . . g II J= m ul II .I z z E E 8 8 PC p! - 3 ? : . a ?I a El E 00 5 PC 5 * w May May 1 May 7 May 8 May 10 May 14-17 May 17 May 20-2 1 May 23 May 23 May 24 May 25 May 30 June June 1 Activities May 1 - July 31,200O The month of May is California History Month for 3rd graders in Carlsbad. We conducted 39 tours through the Depot. Each tour lasts 25-35 minutes depending on questions. Frankie Laney worked at the WOW Seminar at the La Jolla Radisson Hotel that was attended by the San Diego ConVis and the Visitors Center Network group. The staff worked at the Village Faire. The Depot served as the Faire Headquarters as well as the Carlsbad Police Dept. Command Post. Frankie Laney attended the monthly meeting of the Visitor Center Network group at the San Diego ConVis. Staff attended the annual San Diego ConVis mixer at the De1 Mar Polo Club. Steve Link, Brooke Baumkirchner (La Costa Resort and Spa) and Maryann Osinski (Ramada Inn & Suites) manned the Carlsbad booth at POW WOW in Dallas, Texas. Sponsored by the Travel Industry Association of America, this is the most prestigious travel show in the U.S. It was open to overseas tour operators only. Kathy Bryant, VP Sales & Marketing Intrawest Golf Group (the organization that will manage the future municipal golf course) and Doug McIntosh, President, McIntosh Company (golf and hotel marketing) were the featured speakers at the May Hotel/hospitality Committee meeting. Brian Parmelee, GM, Four Seasons Resort Aviara also spoke. The luncheon was hosted by Four Seasons Resort Aviara. Staff and volunteers manned a booth at the Ironman California Triathlon at Camp Pendleton. Frankie Laney attended the Travel Industry Sales meeting at the San Diego ConVis. Staff attended the reception hosted by America West Airlines. The board of directors met. Staff toured the Hilton Garden Inn construction site. Steve Link appeared before the county board of Supervisors to present two grant proposals for Community Enhancement Funds. Several attractions reached out to our volunteers. Each volunteer received 2 tickets to the San Diego Zoo, LEGOLAND, the Wild animal Park, Sea World and the Ruben H. Fleet IMAX theatre. Frankie Laney attended a Travel Industry Sales meeting and reception at the San Diego ConVis. Jun 10, 17,24 Frankie Laney and several volunteers manned a table at the Village Coaster Station three Saturdays in June to greet passengers as they disembarked and gave them Dining guides, discount coupons from Village - June 12 June 13 Juni 16 June 20 June 21 June 28 July 1 July 7 July 8-9 July 14 July 18 July 19 July 2 1 July 24 merchants and other literature. The trains were crowded with seniors because of the Seniors Ride Free promotion. Frankie Laney attended a meeting of the Visitors Center Network group. The monthly workshop for the volunteers was hosted by the Village Theatre. Frankie Laney and Lee Lees attended a seminar on motivating volunteers, sponsored by the San Diego ConVis. Frankie Laney attended the San Diego ConVis Annual Dinner. Julie Moore, Travel Industry Sales manager, San Diego Zoo and Wild Animal Park and Amy Henderson, Director of Promotions, Acura Tennis Classic were the featured speakers at the June Hotel & Hospitality Meeting. Bill Parr, Director of Sales and Marketing, La Costa Resort and Spa also spoke. The luncheon was hosted by La Costa Resort and Spa. The board of directors met. Steve Link and Frankie Laney attended the Open House at the Oceanside Visitors Center. Frankie Laney met with a writer gathering material for Go California, a guide book. Frankie Laney gave a tour of Carlsbad to a travel writer. She was hosted by Tamarack Beach Resort. The office received 60 complimentary tickets to a performance of the Glass Menagerie at the North Coast Repertory Theatre. Staff and volunteers had a pizza party prior to the performance. The monthly workshop for the volunteers was hosted by the Marriott Courtyard. Frankie Laney provided information to a travel writer and talk show host who was in Carlsbad to gather material for an article for Coast magazine. She was hosted by four Season Resort, Aviara. Volunteers and staff held a potluck picnic at the Jazz concert at Magee Park. Frankie Laney worked with a travel writer who was hosted by Inns of America. IVOLUNTEER HOURS Bal FwdI Mav-001 Jun-001 Jut-001 Total 1 Lavern Anderson 265.00 15.00 16.50 12.50 362.00 Rosie Berkowitz 6.00 0.00 6.00 Bruce Broker 107.25 12.25 7.50 3.00 153.00 Cathv Broker 114.00 12.25 7.50 3.00 161.75 Luana Callaway Suzanne Carneiro I 101.00~ ll.OOJ 4.00) 8.00) 157.00 122.001 19.501 12.001 17.501 215.00 Mildred Cooper 82.00 0.00 0.00 0.00 82.00 Mary Fischer 138.00 6.00 9.00 13.00 199.00 Celia Friedman 70.00 15.00 6.00 8.00 139.00 Joanne Gregory 6.00 0.00 0.00 6.00 Jeanne Frommelt 15.00 15.00 7.50 6.25 69.25 Ann Gosman 8.00 13.00 12.50 33.50 Sue Morey 18.00 11.00 12.00 12.00 94.75 Helmut Ohnesorge 66.00 11.00 6.00 0.00 107.00 Irene Pappas 50.00 7.00 11.50 9.50 118.00 Bob Pollock 123.00 11.00 6.00 8.00 179.50 Jan Pollock 104.00 12.00 4.00 8.00 165.00 Gloria Price 8.00 15.50 23.50 Maddie Rutan 67.00 0.00 0.00 0.00 94.00 John Seufert 156.00 15.00 15.00 31.50 287.50 Jenny Snelson 85.00 0.00 0.00 0.00 107.00 Frank Stasio 162.00 5.00 17.00 14.00 229.00 DeeDee Stevens 85.50 7.00 8.00 0.00 134.50 Helen Thomason 145.00 0.00 3.00 16.50 180.50 Marv Trolson 527.00 0.00 0.00 0.00 536.50 1 Lydia Vrielink 410.00 37.75 35.00 34.50 643.25 Liz Wright 38.00 0.00 0.00 0.00 65.00 TOTALS 5453.75 398.75 381.00 391.75 8120.00 15 Carkbbd Business Journal l nwwcarkf- ‘.org l MaE 2000 Volunteers are an integral part of ConVis organisation uf F&LB-TV Channel 8 of San Diego ask us questions such as whether they need store is in Encinitas.) eatured the volunteers from the special shoes to tour the caverns or how to “We want the tourists to enjoy their visit Carlsbad Convention and Visitors Bureau tind the antique store with the one-armed to Carlsbad, so they will return year after to kick off National \Jolunteers Week. The owner,” said Lydia Vrielink, a volunteer year. The volunteers serve a vital role in volunteers and staff gathered in the Flower with more than 100 hours of service. (The making that happen,” Laney stated. Fields before 7 a.m. on April 10. Soon - ~.I “Chopper 8” hovered over them for a live broadcast as Frankie Lanep, ConVis direc- tor of public relations, was interviewed via cell phone. The three dozen volunteers devote a few hours each week assisting the Con\‘is staff in greeting the many tourists who stop in at the Depot. The volunteers offer suggestions for restaurants, lodging, shopping and fun things to see and do. TUESDAY, JULY 18,ZOOO .- ..__.~~ NOKTHCOUNTYTIMES - -- - NEW UPGRADE -A newly upgraded Internet Web site for Carrillo Ranch, www.carrillo-ranch.org, has been attracting a dramatic. level of interest, locally, statewide and around the world. During May and June nearly 30,000 visitors logged on to learn more about the late Leo Card10 and his Ranch0 de Los Kiotes. As would be expected, most “hits” were from the San Diego region and throughout California, but guests from the U.S. military and more than a dozen foreign coun- tries logged on as well. The redesign was the work of Carlsbad’s John Prelgovisk of SeaToShiningSea.com, who builds Web sites. Some of his more notable work was for Carlsbad Company Stores and the award-winning Web site of the Carlsbad Conven- tion &Visitors Bureau. The Carlsbad City Council recently approved nearly $4 million to restore the last re- maining 27 acres of the origi- nal 2,583 acre Ranch0 de Los Kiotes located in the south- east area of the city. The ac- tion protects 18 historic structures, including the ac- tor’s hacienda and courtyard. When completed, it will be known as the Leo Carrillo Ranch Community Park. Of- ficials say they hope to open the recreational and educa- tional facility to the public by late next year. Information: (760) 438- 1666. “The phones are always ringing too,” said Cynthia McPherson, a volunteer with more than 300 hours of service. “People across the country who have seen one of our ads phone and ask for more information about Carls- bad.” Once in awhile, tourists will come in with a problem such as a lost passport or a tooth- ache. “The volunteers do a superb job of solvmg problems,” said Lee Lees, r’isitor Center supervisor. “The volunteers are wonderful and per- form a valuable function,” said Laner. “Our small staff can be quickly overwhelmed when several groups of tourists come in at the same time. With the Depot being open seven days a week, our staff is spread pretty thin.” The volunteers attend regular workshops and familiarization trips to visit Carlsbad hotels and attractions. “They are very knowledgeable about Carlsbad and the re- gion They can answer virtually every ques- tion a tourist mav have,” said Lanev. ‘;ind if they don’t know the answer, they will go to great lengths to find the information. “We get our daily chuckle when people lb - > :r . Ckik&d Business Journal l June. 2000 Convention and Visitors Bureau marks 15th anniversary T wo significant events occurred in the world of business in May 1985. The Coca-Cola company introduced New Coke to the world and the Carlsbad Convention and Visitors Bureau opened for business. While New Coke was rolled out with much acclaim, the Carlsbad ConVis was greeted with considerable skepticism. For example, the deputy director of the San Di- ego Conventions and Visitors Bureau in an interview with the Los Angeles Times stated, “It takes years and years to establish an iden- tity and it also takes really big bucks. Carls- bad is not going to get very far.” After a few months New Coke was judged a flop and disappeared from grocery store shelves. The Carlsbad ConVis did not suffer a simi- lar fate. Fortunately, quite a few of Carlsbad’s civic leaders believed in the city’s potential to attract tourists. The establishment of the ConVis was preceded by many months of meetings between city and Chamber of Commerce officials. Representing the Chamber were Mike Straub, Tony Howard-Jones, Stephen “Hap” L’Heureux, Paul Graham, Steve Densham and others. “It was an opportune time to establish the ConVis,” said Straub. “There were a num- ber of new hotels in Carlsbad and several more were under construction.” Straub pointed out that for several years, Tony Howard-Jones had been successfully marketing his hotels to Canadians and people from colder states to spend the winter here. “Tony often said that Carlsbad didn’t have to ride on the coattails of San Diego but should be a destination in our own right,” said Straub. Mary Casler, Frank Alsehire and other city officials represented the city at those meetings. Casler was mayor and ;\leshire was city manager at that time. YPromothg tourism muhs good Beonomie sonso. it is a clean industry that provides opportunities for jobs/ NORINE SIGAFOOSE CONVIS BOARD CHAIRMAN Aleshire had previously been the city manager of Palm Springs and had been m- strumental in organizing the convention and visitor bureau in that city. The experience of establishing the bureau in Palm Springs gave him insight into how the ConVis in Carlsbad should be organized. He insisted on a professionally managed tourism orga- nization that was accountable for its pro- grams. ‘What we designed was a stand-alone or- ganization under the umbrella of the Cham- ber,” said L’Heureux. The ConVis opened in May 1985 as a division of the Chamber of Commerce with its own advisory board. Straub was the first board chairman. “Initially, the board spent a lot of time selecting a theme and design for promo- tional ads and literature,” said Straub. “‘And we hired Hanna Frost as the first ConVis director.” Frost was followed by Craig Seversen in 1987 and by Steve Link in 1989. “As tourism literature was produced, when an 800 phone line was installed and as groups of travel agents began arriving for familiarization tours, the public began to realize that the ConVis had a viable role,” said L’Heureux. “And the role and impact of the ConVis had grown each year.” The ConVis became independent in Feb- ruarv 1996. Enticing visitors to Carlsbad and help- ing them enjoy their stay while here are the dual roles of the ConVis. Marketing programs include: Advertising in selected publications, managing an award-winning web site that is currently receiving more than 400,000 hits a month, attending 8-10 travel trade shows annually and working with tour operators, meeting planners, travel agents and travel writers to enhance Carlsbad’s tourism industry. The Visitor Information Center in the Old De- pot is open seven days a week. “Promoting tourism makes good eco- nomic sense,” says No&e Sigafoose, the current chairman of the ConVis board of directors. “It is a clean industry that doesn’t require many city services and provides op- portunities for jobs and new small busi- nesses.” It was a better idea than New Coke. I A Publication of the Carlsbad Village Business Association June2000 I 450,000 Hits A Month How would you like to have 450,000 people a month viewing infor- mation about your business? It’s possible if you sign up with the Carlsbad Convention and Visitors Bu- reau’s web site. For only $35 A YEAR you can be included in their web site, and for just an additional $5 a year you can have a link to your existing web site. What a bargain! Call the Bureau at 434-6093 for more information and an application. cbr/sbcrdBrro/neSSJ~~~~~ -,Ju!%~~ ._ Carlsbad well represented at POW WOW travel show for tour operators P ow Wow is not a gathering of Indi- ans, but the concept is similar. It is the most prestigious travel trade show in the United States. Sponsored by the Travel Industry Asso- ciation of America, the annual show brings together U.S. destinations, attractions and hotels (sellers) and overseas tour operators (buyers). The tour operators are seeking places to promote to their clients, who could be either groups or individuals. During a grueling three-day schedule of one-on-one, 15-minute meetings, the repre- sentatives of destinations, attractions and hotels try to convince the tour operators that they offer exactly what the tour operator is looking for. “With the only LEGOLr\ND in the United States and the only golf manufactur- ing plants, combined with other unique at- tractions such as the Museum of Making Music, Carlsbad offers a very appealing package to tour operators,” said Steve Link, Con% Executive Director. Carlsbad was well represented at this year’s POW WOW in Dallas in May. The Carlsbad Convention and Visitors Bureau had a booth as well as several hotels and attractions. They were: Beach Terrace Inn, Beach View Lodge, Holiday Inn, La Costa Resort and Spa, Quality Inn & Suites, Ra- mada Inn & Suites, Carisbad Company Stores and LEGOLAND California. Nearby, were booths for San Diego Con- Vis and San Diego North ConVis. “It was a very busy three days, but the business this show generates makes it all worthwhile” said Link.