HomeMy WebLinkAbout2001-08-07; City Council; 16307; Carlsbad Convention & Visitor's Bureau Reportwo >
is
pa -x
. .
p
Y r! 0
f
s
CITY OF CARLSBAD - AGENDA BILL
AB# &,30 7 TITLE:
CARLSBAD CONVENTION AND VISITOR’S BUREAU
MTG. S-7-01 REPORT FOR THE PERIOD ENDING April 30,200l.
DEPT. HD.
CITY ATTY.
DEPT. ED CITY MGR
RECOMMENDED ACTION:
Accept the Report
ITEM EXPLANATION:
On October 17, 2000, 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, 2000 and will run through
October 31,2001. The total authorized contract amount for 1999-2000 is $363,000,
including $126,000 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.
Previous reports to the City Council were made on a quarterly basis. However, in
December of 2000, CCVB hired a new Executive Director, who requested an extension of
time in order to re-format the report. CCVB’s goal in modifying the report was to provide
greater visibility of their activities and performance to the City Council and City staff on a
semi-annual basis. Staff approved their request and the attached report represents their
new reporting format for the periods November I,2000 to January 31, 2001 and February
I,2001 to April 30,200l (EXHIBIT 1)
~ CCVB Report Highlights:
1. In December CCVB hired Kurt Burkhart as its new Executive Director out of a pool of
90 applicants.
2. CCVB has 3 full-time staff and 52 volunteers on its roster. Volunteers perform a variety
of services for the CCVB at no cost to the bureau. In-kind volunteer services totaled
over 2800 hours, or more than $28,000 (@$lO/hour) for the six (6) month reporting
period.
PAGE 2 OF AGENDA BILL NO. ~-
3. The number of visitors to the CCVB Information Center totaled 5265 during the
reporting period. This equates to an average of 877 visitors per month. Approximately
60% of visitors reside in California and other parts of the Southwestern U.S. Another
22.4% were visiting from Midwestern States and 9.4% from the Northeastern U.S.
Approximately 217 or 47% of Carlsbad’s international visitors were from Canada, and
107 or 19% visited the City from the United Kingdom.
4. CCVB began an affiliation with travelhero.com, a direct online reservation system that
books directly with individual properties. Since the relationship began, the CCVB has
generated 72 room nights, and $8007 in hotel revenue.
5. CCVB’s recent advertisement in Parade Magazine yielded approximately 3000
requests for information.
6. Approximately 53% of people calling the Visitor’s Center for information cited the
internet as the source where they had heard about Carlsbad.
FISCAL IMPACT:
The City’s Agreement with the Carlsbad Convention and Visitor’s Bureau established
$363,000 as the total amount of funding for the twelve (12) month period from November
1, 2000 to October 31, 2001. The contract includes $126,000 for operation of the Visitor’s
Center, and $237,000 for programs.
Payments from the City for programs through April 30, 2001 totaled $202,758. CCVB also
raised an additional $20,194 from other sources that include hotel co-op ($18,836), depot
sales ($1113), marketing partnerships ($142), and internet affiliation ($103). Total Income
to CCVB for the reporting period was $223,008.
Expenditures for the period totaled $201,575. CCVB expenditures included $88,567 for
Salary and Benefits and $27,580.06 in Overhead for the Visitor’s Center. Program
Expenses totaled $83,362 and included $63,317 in Advertising, $10,045 for CD-Rom
/Video, 4950 for Consultant Services, and $6051 for Trade Shows and FAM trips.
EXHIBITS:
1. Report from the Carlsbad Convention and Visitor’s Bureau for the period of
November I,2000 through April 30,2001, dated May 2001.
e
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l a ’
l 0
l l
l
l
l
l l
Carlsbad Convention & Visitors Bureau
Semi-Annual Report
to the
City of Carlsbad
May2001
May 31,200l
Ms. Cynthia Haas
Economic Development Manager .
City of Carlsbad
1635 Faraday Avenue
Carlsbad, CA 92008
Hand Delivered
Dear Cynthia:
It is my pleasure to present to you the Carlsbad Convention and Visitor Bureau’s Semi-
Annual Report to the City. This office has put considerable time into preparing this
document and it is hoped that you will find this to be a refreshing change to past reports
Please know that the CVB considers itself to be an active partner with the City of
Carlsbad. Your guidance and support is very much appreciated.
If there are questions that you have on any aspect of this report, please call me.
Otherwise, I will look forward to receiving notification on when this will be placed on the
council agenda.
Sineerely,
I$.nt Burkhart
Executive Director
Cc: CVB Board of Directors
Enclosure
Carlsbad Convention & Visitors Bureau
PO.Box 1246*Carlsbad,California 92018-1246
TEL (760) 434.6093.FAX (760)434.6056
www.carlsbadca.org/
Carlsbad Convention & Visitors Bureau
Financial Statement
For the Periods
November 1,200O - January 3 1,200 1
February 1,2001- April 30,200l
Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended April 30,200l
Income
CD-Rom Sales
City of Cartsbad
County of San Diego
Depot Sales
Hotel Coop
Internet
Marketing Partnership
Regional Partners
Total income:
For the Quarter Contract to Date
$ 54.95 $ 54.95
$ 102,619.69 $ 202,758.48
$ - $ -
$ 470.10 $ 1,113.25
$ 14,914x4 $ 18,835.86
$ 103.26 $ 103.26
$ 119.35 $ 141.85
$ - $ -
s 118,282 $ 223,988
Personnel:
Benefits - Dental $
Benefits - Medical $
Benefits - Pension $
Payroll Taxes $
Salary - Management $
Salary 8 Wages - Staff $
Total Personnel:
Overhead:
Books CL Subscriptions $
Equipment Rental $
Insurance - WlComp $
Internet $
Items for Resale $
Local Conferences/Mtngs $
Membership Dues $
Mileage $
Misc Items $
Oftice Equip under $1000 $
Dffice Supplies $
Photographic $
Postage 8 Freight 5
Printing 8
Professional Services $
Taxes 8
Telephone $
Utilities 5
Volunteer Programs $
Total Overhead:
Equipment Purchases: $
Total Equlpment Purchases:
Visitor Center Operations
For the Quarter Contract to Date
363.00 $ 806.00
2.244.00 5 5.032.00
360.00 $ 2,561.71
8,541.46 $ 19,331.90
10,795.38 $ 23,709.4$
16,832.89 $ 37,125.53
$ 39,136.73 $ 88,566.63
200.00
248.38
2,i 16.00
52.00
278.50
1,097.09
225.00
399.55
5.00
29.98
852.55
3,064.50
387.19
976.24
1223.42
3
$ 200.00
5 487.10
5 2,116.OO
$ 1,030.40
$ 614.90
$ 4,882.46
$ 1,185.OO
$ 679.95
$ 105.45
$ 79.47
$ 2,429.07
$ 188.56
5 6.116.84
$ 1,393.48
5 673.82
$ 269.40
$ 1,971.82
$ 2.261.65
$ 894.69
11.155.40 $ 27,580.06
$
Total Visltor Center Operations: $ 50,292
E:\ConVis\Financial Reports\Quarterty Report\Acctg of Funds Apr 30- 01
2,065&l
$ 2,065.64
s 118,212
Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended April 30,200l
Program Expenditures
For the Quarter Contract to Date
Advertising/Promoting Events:
Management Allocation $
Equipment Allocation $
Ads $
Production Costs $
Sponsorship $
Total Advert/Promo Events:
34,315.71
444.47
2,500.OO
$
$
$
$
$
$
37.260.18
57.560.51
2,256.29
2,500.OO
$ 62,316.80
Brochures:
Management Allocation $
Equipment Allocation $
Design 8 Printing $
Total Brochures:
$
$
$
$ $
CD-RomNldeo:
Management Allocation $
Production Costs $
Total CD-RomNideo:
5645.00
$
$
$
5945.00
10,045.00
$ 10,045.00
Consulting:
Management Allocation $
Fees $
Total Consultant:
4,950.oo
$
4,950.oo
$ 4,950.oo
Marketing Partnershlp: $
Total Mktg Partnership: $
$
$
4,950.oo
$
- $
Trade ShowdFAM Trips:
Management Allocation 5
Booth Fees $
FAM Expenses $
Registration $
Supplies $
Travel, Lodging, Meals $
Total Trade ShowslFAM Trips:
900.00
95.93
3,560.63
$
$
$
$
$
$
$
4,556.56
40.61
1,795.oo
95.93
4,118.97
$ 6,050.51
Total Program Expenditures: t 51,812 t 83,382
Total Quarterly Expenditures: $ 102,104 f 201,575
E:\ConVis\Financial Reports\Quarterly ReportUkctg of Funds Apr 30- 01
Carlsbad Convention 4% Visitors Bureau
Accounting of Funds
For the Quarter Ended January 31,200l
Income
For the Quarter Contract to Date
CD-Rom Sales $ - $ -
City of Carisbad $ 100,138.79 $ 100,138.79
County of San Diego $ - $ -
Depot Sales $ 643.15 $ 643.15
Hotel Coop $ 3,921.22 $ 3,921.22
Marketing Partnership $ 22.50 $ 22.50
Regional Partners $ - $ -
Total Income: $ 194,728 s 184,726
Visitor Center Operations
For the Quarter Contract to Date
Personnel:
Benefits - Dental $
Benefits - Medical $
Benefits - Pension $
Payroll Taxes $
Salary - Management $
Salary 8 Wages - Staff $
Total Personnel:
443.00
2.788.00
2,201.71
10.790.44
12,914.11
20,292x4
$ 49,429.90
Overhead:
Equipment Rental $
Executive Recruiting $
Insurance $
Internet $
Items for Resale $
Local Conferences/Mtngs $
Membership Dues $
Mileage $
Misc Items $
Office Equip under $1000 $
Dffice Supplies $
Photographic $
Postage 8 Freight $
Printing $
Professional Services $
Taxes 5
Telephone $
Utilities 5
Volunteer Programs $
Total Overhead:
238.72
2,912.oo
978.40
336.40
3,785.37
960.00
280.40
95.45
49.49
1,576.52
188.58
3,052.34
1,393.48
286.63
269.40
995.58
1,038.23
894.69
$ 19.331.66
Equipment Purchases: $ 2.06564
Total Equipment Purchases: $ 2,065.64
Total Visitor Center Oparatlons: f 70,827
E:\ConVis\Financial Reports\Quarteriy Reportkctg of Funds Jan 31- 01
8
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
5
5
5
5
$
$
443.00
2,788.OO
2,201.71
IO,79044
12,914.ll
20,292.64
$ 49,429.90
238.72
2,912.oo
978.40
336.40
3,785.37
960.00
280.40
95.45
49.49
1,576.52
188.56
3,052.34
1,393.48
286.63
269.40
995.58
1,038.23
694.89
5 19,331.66
2.06564
$ 2,065.64
t 70,827
Carlsbad Convention & Visitors Bureau
Accounting of Funds
For the Quarter Ended January 31,200l
Program Expenditures
For the Quarter Contract to Date
AdvertlslnglPromotlng Events:
Management Allocation S
Equipment Allocation s
Ads S
Production Costs S
Promotion S
Total Advert/Promo Events:
$
$
23,244.80 $
1,811.82 $
- $
$ 25,056.82
23.244.80
1.811.82
$ 25,056.62
Brochures:
Management Allocation $
Equipment Allocation s
Design 8 Printing $
Total Brochures: $ $
CD-RomNldeo:
Management Allocation S
Production Costs $
Total CD-RomNldeo:
5,ooo.oo
S 5,ooo.oo
s - $ 5,ooo.oo
S 5,ooo.oo
Consultant:
Management Allocation s
Fees $
Total Consultant: s
s $ $
Marketlng Partnership: $
Total Mktg Partnership: S
s - $
Trade Shows/FM Trips:
Management Allocation $
Booth Fees S
FAM Expenses $
Registrations $
Travel, Lodging, Meals S
Total Trade Shows/FM Trips:
$
$
40.61 S
895.00 S
558.34 s
$ 1,493.95
40.61
895.00
558.34
S 1.493.95
Total Program Expenditures: s 31,551 s 31,551
Total Quarterly Expenditures: s 102,378 S 102,378
E:\ConVis\Financial Reports\Quarterly Reportkctg of Funds Jan 31- 01
Carlsbad Convention & Visitors Bureau
Summary of Activity
November 1,200O - January 3 1,200l
February 1,2001- April 30,200l
bntroductionl
As the earlsbad Convention and Visitors Bureau (CVB) entered the fourth quarter of 2000, a search was
underway to recruit a replacement for the retiring Executive Director, Steve Link. Postings, to include
the Western Association of Convention and Visitor Bureaus (WACVB) website and mailed
announcement, produced submissions by ninety-nine candidates. By the end of October 2000,
interviews commenced and an offer was made to the current executive director in early November. Kurt
Burkhart became the new executive director on December 22,2000, and is nearing the completion of his
fifth month with the CVB.
In this transition from a retiring to a new Executive Director, programs of the CVB programs were not
interrupted. New advertising opportunities were identified and attendance at industry trade shows
continued to keep Carlsbad ‘top of mind’ for prospective visitors.
Evolution is the driving force that will determine the Bureau’s structure, programs administered and the
nature by which this organization interacts with the industry it serves and the community it represents.
Wisitor Information Cented
Volunteers are the lifeblood of the Visitor Information Center. Of the 52 volunteers who are on the
work roster, hours expended by these individuals in the spirit of volunteerism to the City of Carlsbad
continue to augment the services provided by the paid staff of the CVB.
Volunteer Hours
November 2000 - January 2001: 1625.95
February 2001- April 2001: 1181.00
Average:
Average:
387.58imonth
393.67/month
Total Hours 2806.95 Average Hrs. 390.63/quarter
Note: The total number of weeks from November 2000 - April 2001 is twenty-six. Hours worked by
volunteers for this period more than equals, and, in fact exceeds the per annum hours worked based on
the current 40 hour week worked by Americans, as reported by the U.S. Bureau of Labor Statistics.
With benefits provided, the hours worked equal that of what would be paid an administrative assistant
for the CVB.
At a straight hourly rate of $10 per hour, and without benefits, the hours worked by volunteers for this
six-month period would equal $28,069.50. This is an in-kind expense that could not be provided for in
the current budget. Therefore, the conclusion is that volunteers provide an extremely valuable service to
the overall operation of the Visitor Information Center.
Volunteers
November 2000 - January 200 1: 340.00
February 200 1 - April 200 1: 343.00
Average:
Average:
113.33/month
114.33/month
Total 683.00 113.83/quarter
. 1
The reporting format has changed to reflect a more accurate count for visitors coming to the Visitor
Information Center. In prior reporting, the CVB only provided numbers for those who were California
vs. non-California. Although this data is not scientifically generated, it does, however, provide a
statistical snapshot of who is visiting Carlsbad and from where. The International Association of
Convention and Visitor Bureaus has estimated that a “slippage rate” (visitors fail to sign the log, for
whatever the reason) of between lo%- 15% occurs at Visitor Centers, nationwide. Thus, numbers within
this section could actually be underreported, according to the IACVB.
Compounding the “slippage rate” is the disappearance of the Visitor Information Sign for the Old Train
Depot. The sign was stolen in mid-January, and although a replacement sign has been ordered, the
expected date of arrival is yet unknown. However, a temporary sign has been placed at the entrance to
the Visitor Information Center.
Visitor Sign-Ins
November 2000 -January 2001: Total: 2140 Average: 716.33/month
[California: 1170 Average: 390.00/mo.]
Bon-California: 979 Average: 326.33/mo.]
February 2001- April 2001: Total: 3 125 Average: 104 1.66/month
[California: 1496 Average: 498.66/mo.]
[Non-California: 1629 Average: 543.00/mo.]
By tracking the origin of visitors, the CVB can better determine future marketing efforts needed to
sustain brand awareness in existing mature markets and to increase the branding in strong, emerging
markets. Data is provided for the U.S. and the Insular Areas (Guam, Puerto Rico, U.S. Virgin Islands,
American Samoa, Northern Mariana Islands), California and international markets.
Year 2001 February - April 2001
California California
Arizona Arizona
Minnesota Minnesota
Washington Washington
Illinois’ Colorado
States with less than 1% = 32
States with 1.0% - 1.4% = 5
States with 1.5% - 2.0% = 8
States greater than 2.0% = 5 (listed above)
2
A breakdown for visitation from point of origin reflects the obvious, that California residents, in large
numbers, visit Carlsbad. The border state of Arizona leads in the secondary market. Current data does
not show whether visitation is a first time or repeat visit to Carlsbad. However, future reports will begin
showing that data, beginning in June 200 1.
November 2000 -January 2001
California* 1170
Outside California 979
International 536
* New reporting y s stem that began in late January 2001 tracks the information that is shown in the
reporting period below.
Februarv 2001- April 2001
Cdifomia:
Local residents*
Los Angeles metro**
Palm Springs
Sacramento
San Francisco metro***
Other
513
182
14
26
61
700
Total: 1496
* Carlsbad, Oceanside, Vista, Encinitas, Escondido, San Marcos
** Los Angeles, Riverside, Anaheim, Santa Monica, Newport Beach, Orange County
*** San Francisco, Oakland, San Jose, Walnut Creek, Concord
( Regional Visitation]
A regional breakdown by the percentage of visitors to the Depot, strongest to weakest regions within the
United States, showing tracking results for January, and then for the reporting quarter, February 2001 -
April 2001, with year-to-date totals.
Regional Breakdown
Nov. 2000 - Jan. 01 Feb.-April 01 YTD 2001
Southwest 63.5% 61.4% 60.0%
Midwest 2 1 .O% 20.7% 22.4%
Northeast 7.6% 9.4% 9.2%
Southeast 4.8% 4.1% 4.1%
Mid Atlantic 1.5% 1.4% 1.5%
Northwest 1.4% 1.4% 1.5%
Pacific .15% .05% 0.4%
North Central .03% 1.1% 0.9%
3
hternational Markets1
International visitation continues to be a significant factor in the overall number of visitors to Carlsbad.
Year-to-date, the international market represents 17.80%, although the percentage could be higher due to
the language barrier and culture (aversion to asking questions and signing guest log). With an exchange
rate that does not favor Canadian travel, the numbers below show strong visitation by Canadians,
especially those traveling from the western provinces. One other observation about Canadian travel is
that visitation from the middle provinces is nearly equal to those from the western provinces. From this,
we conclude that the Canadian market is generally favorable to Southern California and Carlsbad during
the winter months and without regard to the currency imbalance.
Visitation from the Europe Union is strong, as evidenced by 36.1% of the visitors indicating that they
hail from the United Kingdom and the European Continent.
Februarv - April 01 Year to Date 2001
Top International by Countrv
Canada*
United Kingdom
(Ireland, England, Scotland)
Germany
France
Other
Number Percent Number Percent
214 43.0% 347 47.2%
107 22.0% 144 19.0%
43 8.6% 55 7.4%
16 3.2% 28 3.8%
219 37.7% 160 21.7%
Total 599 734
* Canadian Provinces:
Alberta
British Columbia
Manitoba
Nova Scotia
Ontario
Prince Edward Island
Quebec
Saskatchewan
Vancouver
Yukon
None listed
17 7.9% 29 8.3%
50 23.3% 93 26.8%
12 5.6% 17 4.8%
11 5.1% 11 3.1%
54 25.2% 72 20.7%
0 0.0% 0 0.0%
12 5.6% 20 5.7%
8 3.7% 8 2.1%
2 .09% 2 .05%
0 0.0% 0 0.0 %
48 22.4% 95 27.3%
4
Percentage breakdown of International Markets for Year 2001
Canada
The European Union*
Asia
Oceania
Scandinavia
Central America
Africa
South America
Middle East
47.7%
36.1%
6.6%
5.0%
3.9%
.08%
0.0%
0.0%
0.0%
* excludes Scandinavia11 countries
[Travel Trade Shows1
The Executive Director told the CVB Board of Directors at its January Board meeting that he would
review every travel trade show where the CVB participates. It was stressed that he has no personal
interest in what show(s) he attends, rather, a cost-benefit analysis will be done to determine which shows
are continued and where changes will be made.
Shows the CVB attended, November 2000 - April 2001
Orange County, February 3 - 4
Phoenix Travel Show, February 10 - 11
Los Angeles Travel Show, February 24 - 25
ITB, Berlin, March 2 - 9
Powwow, Orlando, May 5 - 10
konsumer Trade Shows]
Orange County, Phoenix and Los Angeles
Carlsbad will always be first and foremost, a leisure destination, with visitation coming primarily from
families and the individual traveler. Helping to stimulate activity in the retail travel marketplace are
travel agents, coupled with the Bureau’s print advertising, Internet website and attendance at consumer
trade shows. For the period ending April 30 2001, the CVB attended three consumer travel shows (two,
as a member of the North Coast Marketing Group), both within our number one and two domestic
markets. Although conversion with consumer or retail shows is very difficult to track, the success of
any trade show can depend largely on the show operator.
. . . . i’i
.i. Y
Orange County Register Travel Show
This weekend travel show joined the CVB with two marketing partners, the Olympic Resort & Spa and
Ramada IM & Suites, was largely viewed as a success. The CVB has scheduled this show for
attendance in 2002.
Phoenix and Los Angels Travel Shows
Both shows, sponsored by California-operator, Worldwide Expo Inc., produced less than the desired
results. Consequently, the CVB and its marketing partners have tentatively decided to seek other
opportunities within California and Arizona. A final decision will not be made until later this year.
nduitry Trade Shows
ITB, Berlin, Germany
For these last five years the CVB has attended the ITB travel show, which is always held in Berlin,
Germany the first week of March. Partnering with the Best Western properties in Carlsbad, the CVB
has done its part to promote Carlsbad to travelers from the European Union, and, in particular, Germany.
Travel, lodging, booth fees and registration make this the most expensive show that the CVB attends.
Europeans represent a strong FIT market, making it somewhat difficult for the CVB to track the
effectiveness of promoting Carlsbad at ITB. Individual properties have guest information that can be
culled for statistical purposes, and the CVB will be surveying Carlsbad properties for point of origin
information to further ascertain its position in this market.
However, the CVB will no longer make a physical appearance at this annual show, rather, we will seek
to have our interests represented by outsourcing with a German tour operator (American born, UC San
Diego graduate). We anticipate a savings of between sixty-to-seventy percent, allowing the CVB to
attend one or more shows in our primary international market, Canada.
Pow wow
The largest domestic industry travel trade show - Pow Wow - is sponsored the Travel Industry
Association, a membership organization in which the CVB is a member in good standing. This year, La
Costa Resort & Spa (repeat co-op partner) and the Inns of America (first year co-op partner) joined the
CVB at the four-day show in Orlando, Florida. According to TIA, the number of suppliers (Carlsbad is
a supplier) has increased, supporting the strength of global travel and suppliers competing for market
share.
Carlsbad will attend Pow Wow next year and will actively encourage cooperative marketing with other
local suppliers to offset cost associated with the show and create promotional synergy.
6
California Travel Industry Association (CalTIA)
The Carlsbad CVB is a member in good standing with CalTIA, and supports the many programs that
help to strengthen California tourism. This year’s annual conference, traditionally held in Sacramento,
was hosted by the City of Newport Beach. This years keynote speaker was Terry Jones, President &
CEO for Travelocity.com, the Internet powerhouse for online travel.
In 2003 and 2005, CalTIA will again leave the capital city, with selections on host cities based on RFP
submissions. Already the CVB has engaged in discussions with La Costa Resort & Spa and the Four
Seasons Aviara to collaborate on a bid that will hopefully bring more than 500 delegates to the City of
Carlsbad for three days of meetings and special activities. Those RFP’s are expected out by mid-June
2001.
With the conference’s return to Sacramento next year, the CVB plans to include in its forthcoming
budget request additional funds to invite one or more council members to join CVB staff at this
extremely worthwhile event.
International Association of Convention and Visitor Bureaus (IACVB)
In February the CVB joined the IACVB, the largest professional trade association for Convention and
Visitor Bureaus. With a membership of more than 450 Convention and Visitor Bureaus throughout the
United States and Canada, the Carlsbad CVB is in good company.
The Executive Director joined more than fifty of his peers at the annual CEO Forum that was held in
Tempe, Arizona from April 26-29. The CEO Forum is one of several extremely valuable opportunities
for CVB professionals that the IACVB hosts.
San Diego Convention and Visitors Bureau
Membership with the SDCVB continues to provide the Carlsbad CVB with cooperative marketing
opportunities that would otherwise make it impossible for the Bureau to participate in on its own. To
capitalize on the growing group sales market, the CVB placed seven (7) ads in various professional
meeting journals featuring the “Princess” ad. (See Addendum for “Princess” ad).
In February, the Executive Director and Public Relations Director met with SDCVB management to
‘open doors’ for more cooperative endeavors. Additionally, the Visitor Center Network is an ongoing
program that involves the CVB’s Volunteer supervisor, Lee Lees.
7
San Diego North Convention and Visitors Bureau
Finding opportunity that makes good business sense is what now drives the Carlsbad CVB in its
discussions with the SDNCVB. As of this report, no definitive agreements have been reached between
the SDCVB and the Bureau. However, the Executive Director has engaged in preliminary discussions
with the SDNCVB on how best to leverage its ability to market and promote Carlsbad. It is anticipated
that further discussions will include the CVB Board of Directors.
North Coast Marketing Group
For the fourth year, the CVB has joined with its counterparts in Oceanside, Encinitas and Solana Beach
to market these four coastal communities in consumer publications and trade shows. In support of these
promotional activities for FY 00-01, the San Diego Board of Supervisors awarded $12,000 in
community enhancement funds. However, this year the NCMG has requested $32,000. As
administrator for the NCMG, the Executive Director of the Carlsbad CVB will appear before the County
Board on June 5,200 1 to present the group’s funding request. If approved by the County Board, funding
will be used for the creative development and production of a Coast Highway 10 1 map that will feature
attractions, travel information and trivia.
In its funding request, the NCMG stated that:
“The coordinated advertising, travel show participation, production/distribution of a regional
brochure, featuring Caltfornia ‘s Historic North Coast Highway 101, will enable each of the North
Coastal community partners to reach more potential visitors and offer a wider range of attractions
and activities than would be possible tf each community promoted itself independently. We believe
that the fascination and allure of America’s historic roadways is a major attraction, both
domestically and internationally. ”
IADVERTISING]
The Bureau advertises in local, state and nationwide publications that are primarily oriented toward the
travel and leisure markets. Editorial calendars, special inserts and Direct Reader Response, or BRCs,
can often be a determining factor in what publications are chosen. However, where a BRC is not
included with the advertising, the ‘call to action’ will be the Bureau’s telephone/fax numbers, website
and email addresses.
Cooperative advertising with local suppliers - hotels, attractions, retailers - is an extremely cost-
effective way for the CVB to leverage its marketing dollars. The CVB actively solicits from the local
marketplace those suppliers interested in teaming up with the Bureau. Best Western, Inns of America,
Beachwalk Villa, Seashore on the Sand, Carlsbad Inn, Tamarack Inn, Ocean Palms and the Olympic
Resort joined with the CVB in the April issue of Tucson Lifestyle (See Addendum for April 2001 ad)
and the June 2001 issue of Phoenix Magazine. Each has indicated interest to partner in future
advertising opportunities.
From November 2000 - April 200 1, the CVB advertised in both consumer and trade publications, which
are listed below. Those with BRC beside the name of the publication indicate that readers initiated
action either by mail or by Internet registry.
Consumer Publications With Direct Reader Response
* National readership
Name of Publication
Alaska Airlines BRC
Circulation 65,000 with 8.66 readers/copy
California readership
California Travel Visitors Guide*
Circulation
Top 5 States: CA, PR, NY, MI,, IL
Gourmet Magazine* BRC
Circulation 200,330
Top 5 States: CA, NY, MD, PA, OH
LA Magazine
Circulation 180,467
California readership
LA Times
Circulation 1.35 million
Strong California readership
LA Times Magazine
Circulation 500,000
Strong California readership
Parade Magazine BRC
Circulation 2.75 million, 54 newspapers
California readership, only
Travel America* BRC
Circulation 120,000
Top 5 States: GA, CA, AZ, NY, FL
Travel 50 and Beyond* BRC
Circulation 125,000
Top 5 States: NY, CA, PA, MN, IL
Vacations Magazine* BRC
Circulation 330,000
Top 5 States: CA, NY, FL, TX, PA
Total Leads Generated:
Leads Generated
24
287
578
44
93
346
3190
406
194
187
5349
9
Consumer Publications Without Direct Reader Response
Tucson Lifestyle N/A
Circulation 52,000
Arizona readership
Coast Magazine N/A
Circulation 46,000
Southern California readership
Industry Trade Publications
Meetings in the West
Circulation 40,000
Top 5 States: CA, IL, AZ, NY, LA
Travel Agent Magazine
Circulation 50,000
Top 5 States: MN, CA, TX, TN, GA
Travel Weekly
Circulation 115,000
Total
12
21
5
38
Being an active member within the Carlsbad community is of paramount importance for the CVB and
those the bureau interacts with. The CVB has and continues to reach out to community partners and
industry specific interests.
Carlsbad Chamber of Commerce
The Bureau’s relationship with the Carlsbad Chamber of Commerce has significantly improved, as
evidenced by the inclusion of the Executive Director as part of the delegation that traveled to
Sacramento in April to meet with the Secretary of Technology and Commerce, Senator Bill Morrow,
Assemblyman Mark Wyland, and members of Governor Gray Davis’ staff. The CVB is a member in
good standing with the Chamber and the Executive Director submits articles of a topical nature to the
Chamber for publication in the Carlsbad Business Journal. (See Addendum for articles)
10
IO
San Diego North Hospitality Resource Panel
Additionally, the CVB has become an active member of the Hospitality Resource Panel, with the goal
to, “collaborate with local communities, businesses and schools to educate them about the Hospitality
Industry in order to grow and strengthen our present and future workforce.”
Carlsbad Village Business Association
The CVB continues its active support for the Carlsbad Village Business Association, with either the
Executive Director or staff in attendance at the organization’s weekly meetings. These weekly meetings
provide the CVB with an excellent opportunity to both share and receive information that benefits both
the bureau and the Association. Our attendance further strengthens our commitment to the business
owners and managers of Village businesses.
Carlsbad CVB Hotel-Motel Committee
Once a month, the CVB sponsors the Hotel-Motel Committee meeting, which is usually hosted by a
Carlsbad hotel, restaurant or attraction. These monthly meetings allow for hoteliers to update the
lodging community about market conditions and trends, and any upgrades or other information that
individual properties may care to share with their industry colleagues. Usually, the CVB will invite a
guest speaker to give a fifteen-minute presentation to the group. In-kind services such as meals, meeting
room and wait staff are provided by the guest property.
Host Hotel Date Speaker
Hilton Garden IM 1 l-15-00
Ramada IM & Suites 01-17-01
Olympic Resort 02-21-01
Grand Pacific Palisades 03-21-01
Raintree/PAL Shuttle 04- 18-O 1
Lynn Flanagan, In Motion
Mark C. Butler, Ph.D.
Bill Anderson, ERA
Tom Johnson, Hi-Tek Multimedia
Barry Nakano, Travelhero.com
David Schweiger, Mira Costa College
Carlsbad Rotary
The Executive Director was recently inducted into the Thursday Night Club and it is anticipated that he
will become an active Rotarian, thus furthering the Bureau’s service to the Carlsbad community.
bnternetf
Affiliate Partners
As evidenced by the phenomenal growth of the Internet these last half-dozen years, Carlsbad continues
to be a strong player in this electronic medium with a website that has grown in both name recognition
11
and content. (See Addendum for statistics for activity on www.carlsbadca.ore, provided by the CVB’s
Internet Service Provider, Znet)
Presently, some 85% of travelers now access the Internet prior to making travel arrangements. With an
industry that is still in its infancy, the sale of hotel rooms and rental cars is estimated to be over $1
billion, with a steep escalation over the next decade in travel sales over the Internet.
Carlsbad is already realizing the power of sales over the Internet as an affiliate associate with
www.travelhcro.com, a direct online reservation system that books directly with individual properties.
Since our affiliate association with www.travelhero.com, which began in mid-February, the CVB has
generated 72 room nights, with $8007 in hotel revenue (room rate only, not check out rate). These
online reservations through the CVB website earned $103 for the Bureau, which is based on a pay per
click through basis. (See Addendum for revenue income statement from www.travclhcro.colll)
Affiliate programs are but one way to generate a revenue stream on the Internet by providing
Convention and Visitor Bureaus the opportunity to partner, at no cost. Other affiliate programs are
currently being reviewed.
Additionally, reciprocal links with other online promoters can provide leveraged opportunities that
promote our destination at no cost, but can yield tremendous reach, globally. One such promoter that
the Carlsbad CVB has joined with in promoting Carlsbad is wu,w.dcstinntioncoupons.com. This is but
one example of how strategic marketing alliances provide mutual and immediate benefit.
Traditions Challenged
Within the domestic visitor industry, an inverse relationship now exists with respect to the flow of
information over the Internet versus traditional walk-in traffic and incoming “800” phone calls at Visitor
Centers, according the International Association of Convention and Visitor Bureaus.
Anticipating future technological challenges and opportunities, the Carlsbad CVB developed its website,
www.carlsbadca.orc some four years ago and it has continued to provide accurate, timely and
information-based content. Dynamic websites with reciprocal links that include strategic partners is a
key ingredient for success in the new economy.
.However, as the industry trend for website makeovers. is from between 2-3 years, the CVB fully
anticipates that ~vw\~.carlsbadca.orS will undergo significant changes that will make it both an attractive
and useful site for prospective visitors, by incorporating new technologies and branding consistency to
match that of the Bureau’s other marketing materials (print collateral, advertisements, CD-ROM). Some
of these technological enhancements - web movies, streaming video, real time calendars, signature file
updates, banner advertising - will keep the CVB website dynamic, rather than static, thus helping to
keep Carlsbad competitive.
Meeting Planner
One new feature that has been incorporated into the CVB website is the Meeting Planners Guide,
ww~~\l.carlsbadlllectin~s.or~. Because cold fusion technology was used to build this site, making it
incompatible with ~~ww.carlsbadca.ore, a separate URL had to be created and integrated into the CVB
website.
With its two internationally renown resort properties - La Costa Resort & Spa and Four Seasons Aviara - together with other properties that provide conference and meeting space, Carlsbad has seen an
12
r
increase in interest with meeting planners who represent small-to-medium size groups. Although
indicators point to a slowdown in corporate meetings, incentive travel and association meetings are
holding their own in the current economy.
The City of Carlsbad provided the CVB with the initial start-up funding to build
www.carlsbadmeetinrrs.ora, which was completed in mid-February. It is from the creative used with
this site that a future makeover of the entire CVB website will bring total site consistency.
The Changing Environment
Of particular interest is the reference made to the Internet from incoming calls to the CVB. Incoming
phone calls are tracked to learn how that person first heard about Carlsbad, and from 2000, the response
showed that 39 % of the respondents replied with a specific reference to the Internet. That number has
increased by fourteen percent in year-to-date totals for 200 1.
Compared to only five years ago when the Internet was still in its infancy (AOL’s subscriber base is
nearing 30 million users, up from its first millionth customer in 1996), the opposite is now true, as more
than olx-half of all incoming inquiries originate from content on the Intzmet.
It is interesting to note that the out of the 3 190 leads that were generated from the recent advertisement
in Parade Magazine, 3000 requests were made via Parade Magazine’s Internet site -
www.vaclltionpl~nnill~.nct - for the Carlsbad CVB Visitor Guide. Thus far, Parade Magazine appears
to be one of the most successful advertisements placed made by the CVB, and certainly the most
successful Internet placement. Comparing these numbers to the traditional BRC, it validates the fact
that more people are accessing the Internet for travel information.
Incoming Calls Referenced Percentage in 2000 Percentage 2001 YTD
Internet
No Recall
Friends
Travel Guide
Attractions
Magazines
Travel Agent
Other
39% 53%
28% 13%
10% 10%
5% 9%
6% 9%
10% 4%
1% 1%
1% 1%
Within three months after winning the HSMAI - Hospitality Sales and Marketing Association
International - Bronze Adrian Award for the third best in CD-ROM promotion in 2000, the Bureau
released its second edition Vacation Planner CD-ROM in April 2001. The CVB contracted with Hi-Tek
Multimedia of San Diego for the creative design, production and delivery of 3000 discs that will
eventually be distributed at industry trade shows, to sales professionals, meeting planners and travel
writers.
With the first edition release, the Bureau hoped to recoup some of the costs associated with its
production by marketing the CD-ROM to the consumer. However, consumer sales, both over the
13
Internet and at the Visitor Information Center for the first edition CD-ROM, have been negligible. The
CVB is undergoing major changes in the way public relations is handled, and the distribution of the
second edition CD-ROM will be a high priority in the Bureau’s public relations strategy.
The overall objective for initiating this project was to launch a first-class product that would help to
level the playing field against bureaus with larger budgets, thus allowing Carlsbad to seriously compete
for its share of the leisure and business traveler. Now into its second year, use of the CD-ROM has
become an integral and indispensable component to the mix of electronic and traditional advertising now
used by the CVB.
Copies of the second edition CD-ROM were presented to council members-in mid-May.
Staff
The CVB has three full-time employees - Kurt Burkhart, Executive Director; Frankie Laney, Public
Relations Director; Lee Lees, the Visitor Center Supervisor. Assisting on a part-time basis is one
assistant, Mary Manley, who handles routine data entry, bank deposits, email inquiries, etc. In March,
the Bureau accepted the resignation of Ms. T.J. Stroben, a part-time employee who handled group sales
for Carlsbad properties. However, due to a lack of funding, the Bureau is not now in a position to offer
a competitive, full-time salary to attract a qualified group sales manager. In the interim, a part-time
replacement will be made to strengthen the administrative functions for the Bureau.
Accomplishments
Since January 200 1, the Carlsbad Convention and Visitors Bureau has accomplished the following:
Participated as a member of the Chamber delegation to meet with California State elected officials in
Sacramento;
Developed Handbook for CVB Policies and Procedures;
Created ‘Week at a Glance’ and CVB Tip Sheet, a weekly and bi-weekly informational piece to inform
front-line staff about weekly events in Carlsbad and a bi-weekly press tip sheet (See Addendum for
copies of each);
Assisted with development of ERA Tourism/Resident Survey;
Participated with Arts Office focus groups to discuss cultural tourism;
Provided logistical support for San Diego Marathon, Carlsbad 5K;
Launched ~v\vw.c,?rlsbadmeeti~l~s.or(;r, meeting planner website;
Joined the International Association of Convention and Visitor Bureaus;
Travel industry recognition from HSMAI with CD-ROM;
Co-host with LEGOLAND for presentation of San Diego Adventures;
Attended two international trade shows and three regional trade shows;
Created CVB database for hotels, restaurants, attractions, media (local, regional, state, domestic,
international and freelancers), California and Arizona associations, meeting planners and travel
agents;
Hosted three travel writers.
14
26
Print Editorial Pays Off
Advertising can be quite expensive, depending on the publication, reach and circulation. That is why,
when considering the placement of an ad, the objective is to place when a special travel section is
announced. However, not all publications will have these special opportunities. Therefore, ‘pitching’
the story to freelancers and travel editors can provide more benefit than a paid ad. This can be
particularly valuable for any CVB when leveraging a limited marketing budget. (See Addendum, “the
Village by the Sea,” Winter 2000 Sky West Magazine article) The following publications provided
editorial about Carlsbad from November 2000 - April 2001:
Publication Paid Advertisiw Equivalency Value
South Coast Magazine (Fall 2000)
South Coast Magazine (Spring 200 1)
La Opinion Newspaper (Spring 200 1)
Garden Compass Magazine (Spring 2001)
Tucson Liiestyie (Spring 200 1)
The Korea Times Newspaper (4-25-01)
SkyWest Magazine (Winter 2000)
Travel America (March 200 1)
$49,555.00
$53,201.00
$13,377.96
$72,000.00
9; 12,00~.~0
$21,168.00
$69,000,00
$15,200.00
Total $305,501.96
Recognition of Community Support
In-kind services are important contributions that are provided to the CVB, such as hosting dinner for a
FAM (familiarization) tours, room nights for a travel writer, or meals for the monthly Hotel-Motel
Committee meeting and Volunteer Appreciation luncheons. Much like the time given by the volunteers
who work seven days a week at the Visitor Information Center, these valuable in-kind services help to
support the mission and augment the budget of the Carlsbad Convention and Visitors Bureau.
From November 2000 - April 2001, the Carlsbad community provided more than $1 l,OOO.OO of direct
in-kind services.
Transient Occupancy Tax (TOT)
For 2000, TOT revenues generated for the City of Carlsbad were approximately $9 million, and for the
first quarter of 2001, TOT continues to outpace year-to-date over 2000 by $193,272. Although figures
for March 2001 as compared to the same month last year showed a very slight decrease in TOT. Much
the same as the credo for running a business, “you ‘ve got to spend money, to make money, ” the CVB
believes that a strong advertising schedule for this summer will work to Carlsbad’s advantage.
There are many entities that help to generate TOT for the City of Carlsbad - the State of California, the
San Diego Convention and Visitors Bureau, San Diego North Convention and Visitors Bureau, the
attractions, restaurants and hotels. Although it may have been said that the Carlsbad CVB was
singularly responsible for generating TOT, the clarification made in this statement reflects that the CVB
is but one of many entities working to provide revenues to the City of Carlsbad that help to sustain the
excellent quality of life we all enjoy. (See Addendum, City of Carlsbad TOT Revenues)
Closing Commentary
The Carlsbad CVB endeavors to be a strong community partner, working to open doors that may have
been closed in the past, moving beyond conflict and developing new and mutually beneficial
partnerships for the overall benefit of Carlsbad. It should be noted that the Bureau has substantially
leveraged its operating budget through the volunteer support, in-kind services and the paid advertising
equivalency value (PAE) for print editorial coverage (television coverage has not been included).
Service or Item Valuation
PAE
Volunteer Services
Community In-Kind
$305,501.96
% 28,069.50
$ 11,ooo.oo
Total %344,571.46
Furthermore, support by the mayor and council members is recognized and very much appreciated, for
without support from the City of Carlsbad, the CVB could not function.
Attached in the Addendum are the minutes for meetings of the Carlsbad CVB Board of Directors from
January - April 2001. Many of the areas touched on are covered in these documents, in addition to
many that have not been mentioned within the context of this report.
Lastly, to better familiarize the reader of this report with industry terminology, a Glossary of Terms has
been included as the last item to the Addendum.
16
Items within this Addendum are in order as mentioned in the
Semi-Annual City Report.
1. The “Princess” ad, San Diego Cooperative advertising
2. Tucson Lifestyle cooperative marketing ad
3. Carlsbad Business Journal articles, February - April 2001
4. Znet statistical date for www.carlsbadca.org
5. Travelhero.com revenue income statement,
6. Week at a Glance
7. CVB Tip Sheet
8. “the Village by the Sea, ” SkyWest article Winter 2000
9. Transient Occupancy Tax Collections for FY 00-01
10. Minutes of monthly meetings of the CVI3 Board of Directors
Meetings, January - April 200 1
11. Travel Trade Industry Glossary of Terms
www.sandiego.org m
Did you how? - ; :- ; -:, -,7 -: : -.-- .;j.,~-- I- ,.
Yi’ -,; t.;s :y i;y S<$‘,,
5 ‘C‘ :-
- .?,< ;.; :5: ,,_ ;.-.. ,,,1 . ,*,. 4.d.e: ,,I. .“,
h,‘: >,‘aiy : : o- i.,-yc: 2’
_ m 2:. >-,L ,y;:. ; L A.
mmem,! it-s:
3 "'lC?,:--i SEA'5 '. -' :I
hi\ ‘b
CA 6 q D 7 )- ,b nir
S;ET; cana x: I
by tfit L.2 rLjIE’ d 1
xe center for the arts, La Jolla is
l home to numerous galleries, the Museum of
t Contemporary Art: and the Tony Award-win- 7 Above: Day sails around
rg La Jolla Playhouse on the campus of the 1 the bay make great group
University of California at San Diego. Golfers 1 eve&.
revere La Jolla for Torrey Pines, one of the nation’s
most breathtaking public courses and site of the PGA Tour’s Buick
Invitational. Less than 20 minutes north of downtown San Diego, Mission
Valley, and Mission Bay, La Jolla is an ideal after-hours or spouse-tour
destination, or groups can choose to headquarter in paradise at one of
several fine hotels.
Sewce ant i: sciljxe: v
iii C2K'. \c,:? 3i"iL'X YOi:
car $!-:3s~ l-is I,% dtmg
ip 4 * -i’ vlevm; I;~L”: E 6 r: .” 4.
a.!r, ant 4 t.rr,. tc 7. 3 3 &.rrl.
i
and a castle for a princess all in one day. M
Create the perfect meetings
venue in Carlsbad. home IO
La Cosra Resort and Spa.
Four Seasons Resort Aviara
and a wide choice of business
hotels and seaside inns. Come
early and enjoy a day of golf,
UT add a da\ to rake rhe family to
> . . . . _ - .- -
cIimemhrmdv*BIParuI
PO Box I246 Cadsbad CA 92018 800-227-5722 Far (760) 434-6056 wwau.rarI~badra.or~ t-mail: ronr~ir@carlrbadm.org
MISSION 841. San
Diego’s 4,600-acre aquatic
park, minutes from airport
and ocean, is everyone’s
favorite playground. Miles
of bicycle and jogging
paths line the shores of the
placid bay, a popular desti-
nation for watersports
enthusiasts. Five full-
;i .i
it ,., -
c I,..,
.*:.= M p
;
4 -3. :.
I
aft .z-i‘ww : ; ,‘% r,
Village Shops & Restaurants
Ocean, Pool, Spa, Sauna
Fitness Center
(760) 434-7020 (800) 2353939
Corpmte and group raws:
hotelsales~GrandPacIficResons.cum
3075 Carlsbad Blvd Carlsbad. CA 92008
www.carlsbadinn.com
OCEAN FRONT ROOMS
In a MEDITERRANEAN setting PANORAMIC SUNSETS
l RLw~!r int & i;d.r.ill i~Ul?~~~
l iH 5 IIhul Pm ,111: R.m~cc
l i L~~hrsJ T~IUII, G~rr.
l L.y 111.1 I;~cre.lrlun.Il r,x~l~ from the private balconies. l ~.u:r:. ~:[C.llll h h11.1 I GREAT I x ’ R.l,iC!I-hlcll E”“qul $-.I
Olympic Resort Hotel & Spa
3200 Carlsbad Blvd.. G&bad, CA 92008 6111 El Camino Real. Cartsbad. CA 92009
(800) 334-2199 (760) 438-8330 (800) 522-8330
www.tamarackresort.com www.Olvmpic-Resotcom
1_1 ’ DIRECTLY ON THE BEACH I
* SPACIOUS GUEST ROOMS, PRIVATE BALCONIES
. ROYAL GARDEN SUITE WITH JET/WHIRLPOOL
’ OCEAN VIEW GUEST LOUNGE i MEETING ROOM
CONTINENTAL BREAKFAST
TOLLFREE CALIF.8000N BEACH
lJSA800-433-5415
www.beachterraceinn.com
l Studios, l&2 Bedroom Suites
. Nightly, weekly & monthly rates
. Beachfront & Across street
from beach locations
l Heated pool, spa, & sauna
l Fullv eauiooed kitchens
2950 Ocean Street Carlsbad, CA
.~~~~1~4$$.l~Q &&&,&@g&2~~
ii”
&@@gj#&
/ . !, ‘,/.\‘/,‘r ‘i’( c I/,’ ,‘,/( I(///,/’ :! \\ ‘! $1, \* i:
On the Beach
in Carlsbad
/ a 1 1 IY k --- RESORT HOXL ,SPli
Resort Hotel a>td Spu just Nuctes fr<~rn the
Beuch, LECjOLAND, Flolcer Fields and .4irport I
I Minutes to Beautiful Beaches
) 15MinutestoDeiMarRaceTrack
b 30 Minutes to SeaWorld
Convention and Visitors Bureau
4.x Cxlsl?aLl \~lll‘lLy Pr.. Carlhud. c;? Y!i:?
General Information
(762) -lSL6?93
) 30 Minutes to San Diego Zoo ~
b 40 Min. to Wild Animal Park .w ’ F.-\S iT6c’l i3+6S56
Hotel Inf~wnatwn
(822) 11;-5721.
:z.
i,)n\.l\.~~arl-~‘lJc,\.(,T’L 1
g .I. c
‘J ‘2~
$1
,: ._
g
E
5’
i+i
z All Rooms Beachfront
L Spectacular Decor
3 1 8 2 Bedroom Suites Available
1: Doily, Weekly 8 Monthly Rates
760-434-6679
2805 Ocean St.
Carlsbad, CA 92008 - ~ _ . . _-. --,, -r- L.- -.; . . ._ - -..- . ..- “.:,.. I-
. . . 99
New Executive Director ioins ConVis
urt Budrhart has joined the Cadsbad K the lead Asian sponsor on Xarry King Live.’
Convention and Visitor’s Bureau as This twelve-month campaign increased
the zxw executive dkctor. Buxkhartbest out brand awareness in established markets. while
90 other applicants because of his it opened new opportunities in the
exemplary record in destination emerging markets of Hong Kong,
promotion. Taiwan and Russia. In short, market
Burkhart comes to Carlsbad diversification helped to lessen the
from Flagstaff, Akona where he near-exclusive reliance on Japanese
was the director of the Ragstaff travel.
Convention and Visitors Bureau. Burkhart is pleased to join the
He spent a year-and-a-haIf devel- Cadsbad community. “I am amazed
OP* a CT&p to a.&~~~ the Kurt Bu&haH at the wonderful opportunity I have
Flagstaff image. The theme, “Rag- to work with a board of directors
staff they don’t make towns like this any- that is committed to bringing tourism in
more, ” has not only provided increased tax Cahbad to the next level of success.” he said.
Ecvenues to the city through the collection He added that replacing former director Steve
of its local BBB (bed, beverage and board) Link would be a challenge, but that he was
tax, but it has also instilled a strong sense of looking forward to it.
community pride. Burkhart’s plans include not only strength-
Prior to his time in Plagstaff, Burkhart ening existing relationships within the com-
served as the Public Information
Officer and later as the special as-
sistant for tourism and trade to
the governor of the U.S. Com-
monwealth of the Northern Mariana Is-
lands on the Western Pacific island of
saipan.
Through Burkhar<s guidance, the Com-
monwealth began tu compete on a global
scale for a mobile Asian market by advertis-
ing on CNN International and becoming
munity, but finding ways to expand
strategic partnering where it makes
sense to do so. ‘We have a charge at
the bureau, and that’s to promote
Cadsbad, first and foremost.J’ The bureau’s
executive director givei every indication that
he Gll be out there aggwssively promoting,
as Cadsbad’s advocate fbr tourism.
You can contact him at ConVis, 4316093,
or drop by the office in old train station in
town.
Affiliate Payment Details Page 1 of 2
Payments Made to Carlsbad (CA) CVB on 13-Apr-01
Referral Date IIReferrals Amount Due
ll-Feb-Ol I 11 .06
12-F&t01 I-- -~ - I I 451 .- 2.701 -.. -
13-Feb-01 I 22 1.32
lCFeb-01 I 14 .84
15-Feb-01 30 1.80
16-F&01 28 1.68
t17-Feb-CJl I 231 1.381
Ii- 19-Feb-01 II 5311 71 3.18
Zl-Feb-01 221 1.32
22-Feb-01 36 2.16
23-Feb-01 41 2.46
24-Feb-01 19 1.14
25Feb-01 20 1.20,
126-F&-01 II 2011 I.201
-. -- . - ,
28-Feb-01 35 1 2.10
09-Feb-01 II .081
I fiGi&-01 II 301) I.8011
IS-Mar-01 29 1.741
OZ-Mar-01 17 1.02
PO-Mar-01 40 2.40
Izi-Mar41 _ _. _ 401 2.401
22-Mar-01 29 1.74
23-Mar-01 28 1.68
24-Mar-01 17 1.02
2%Mar-01 23 1.38
26-Mar-01 35 2.10
l27-Mar-01 55 3.30
28-Mar-01 35 2.101
29-Mar-01 38 2.28
03-Mar-01 30 1.80
30-Mar-01 I 23 1.38
31-Mar-01 I 32 1.921
05Mar-01 I 31 1.86
06-Mar-01 I 29 1.74
07-Mar-01 I 32 1.92
July
August
September
October
November
December
January
February
March
April
May
June
FY 00-01
1 ,019,055
1,027,404
747,158
746,231
628,187
528,155
653,044
752,620
838,321
City of Carkbad TOT Revenues
Updated as of December 18,200O
FY 99-00 FY 98-99 FY 97-98 FY 96-97 FY 95-96
772,025 631,103 411,011 386,741 335,474
813,589 714,991 495,838 425,064 404,870
596,628 515,364 453,940 280,739 274,227
631,389 I 528,983 514,057 299,681 270,708
602,966 452,685 441,275 292,923 225,525
457,910 354,565 305,250 205,306 176,713
509,090 535,445 522,315 283,183 246,419
702,116 605,091 523,470 330,917 286,623
839,507 693,102 571,538 353,224 321944
801,235 664,677 513,900 338,204 293,328
775,584 624,993 544,247 351,556 275,679
785774- 664,844 544,373 332,289 296,371
Total $8,287,813 $6,985,843 $5,841,214 $3,879,827 $3,407,881
Report compiled by:
Kurt Burkhart, Executive Director
Note: Due to the time allowed to report revenues, the current month’s figures may
be incomplete. The Transient Occupancy Tax (TOT) rate is 10%. If TOT
revenues for a month are $600,000, it means the hotels reported $6 million
in taxable revenue.
ExcekFinancial RepoftslTOT/Current TOT PI OGOl
Carlsbad Convention 81 Visitors Bureau
P.O. Box12460 Carlsbad,California 92018-1246
TEL (760)434.6093*FAX (760)434.6056
www.carlsbadca.org/
32
INTERNET
Activity for \~~~~-.carlsbadca.or~
November 2000 - April 2001
Data and graphs provided by ZNet, the Internet Service Provider for the Carlsbad
Convention and Visitors Bureau.
Summary by Month
MonthlyTotds .’
ml-=mxs
I
I
.41x 2001 .1886413076.885:362/6980 2516852 10887 i 26566 392298 565949
hhr 2001 19025 13271 865 355 7348 ; 2706143 ; 11015.. 26816 411421 : 589797 ~~--
Feb2001 15931 11550 784 311 6216 2237102 8710 I 21954 i 323415 446088 ----
Jan 2001 14430 10505 736 271 ; 5818 2078583 8421 : 22843 325661 447358 / --:- Dee 2rN)O 9069 6904 481 182 4115 j 1394402 5643 14919 -~-- No\ 2000 9570 7420 ; 534 j 213 : 4394 / 1400913 ; 6411 : 16027 222608 287127 i ~-- 1
) 12333995 151087 1129125 /I889431 12617475 1
Note: In prior reports to the city, the bureau emphasized the number of hits that the CVB
website received. Referencing hits can be misleading. According to ‘lntemet Marketing
For Your Tourism Business, ” author Susan Sweeney defines a “hit” as, “A single request
from a web browser for a single item from a web server; thus, for a web browser to
display a page that contains three graphics, four :‘hits” would occur at the server; one for
the HTML page, and one for each of the three graphics. Hits are often used as a rough
measure of visits on a server.” So, if a person visits 6 pages on a site and each page has 4
graphics, there would be a minimum of 30 hits generated.
Instead, the more accurate barometer for website activity is unique visits. Based on a
count of unique visits, ww.carlsbadca.org receives an estimated 100,000 unique visits,
annually.
33
Daily usage for Decenber 2888
Daih usagre for Wovenber 2688
Daily usage for February 2801
I 1 1
Daily usage for January 2881
35
Daily usage for April 2881
rul I-
Daily usage for tiarch 2081
8
.-. E
8 2
_- .- . . .- .- .- .-
riiuuate raymenrueraus
Payments Made to Carlsbad (CA) CVB on 13-Apr-01
Referral Date I-1. Amount Due
11-Feb-01 I 11 .06
12-Feb-01 I 4511 2.701 II
II 2211
Ii - ~~ 14-Feb-01 II 1411 -iI .a4
h5-Feb-01 II 3011 1.6011
(b6-Feb-01
PO-Feb-01 21 1.26
21-Feb-01 22 1.32
22-Feb-01 36 2.16
23-Feb-01 41 2.46
24-Feb-01 19 1.14
Z-Feb-01 20 1.20
26-Feb-01 20 1.20
i27-Feb-01 I 24 1.44
I k
-. -. -- -- _. _. -. -.
26-Feb-01 26-Feb-01 35 35 2.10 2.10
09-Feb-01 09-Feb-01 1 1 .06 .06
01-Mar-01 01-Mar-01 34 34 2.04 2.04
lo-Mar-01 lo-Mar-01 16 16 .96 .96
11-Mar-01 11-Mar-01 30 30 1.60 1.60
l12-Mar-n1 l12-Mar-n1 27 27 1.62 1.62 .- .._. _.
13-Mar-01
lCMar-01
r15-Mar-01 I
31 1.86
30 I .a0
25 1.50
I - ---- -
17-Mar-01
ha-kkdi
I 2011 1.20
I 2711 1.62)
19-Mar-01 29 ' 1.74'
02-Mar-01 17 1.02
PO-Mar-01 40 2.40
Pi-Mar-01 I 40 2.40
25-Mar-01 25-Mar-01
26.Mar-01 26.Mar-01
27-Mar-01 27-Mar-01
26-Mar-01 26-Mar-01
29-Mar-01 29-Mar-01
03-Mar-01
I I 23 23
35 35
55 55
35 35
38 38
30
1.38 1.38
2.10 2.10
3.30 3.30
2.10 2.10
2.28 2.28
I .a0
04-Mar-01 16 .96
05-Mar-01 31 1 .a6
06-Mar-01 29 1.74
07-Mar-01 32 1.92
Armate rayment uetails
IiORU-- n’ II n,ll . CA I tmav I II 43 1.3”
I 28 1.68
I 22 1.32 - ,
lO-Apr-01 36 2.16
ll-Apr-01 28 1.68
12-Apr-01 15 .90
)03+x-01 II 31)) 1.86)
04-Apr-01 Ii 4111 2.46
Page 2 of2
30
Carlsbad Convention & Visitors Bureau
(800)227-5722 or (760)434-6093 l 400 Carl&ad Village Drive l Carl&ad. CA 92008~\~l~?~..c‘~~sh,2dc‘a.‘or?:
Week at a Glance 0 Carlsbad Events and Activities for May 2I-28,200I
This Week’s Schedule Includes Monday, May 28* c Memorial Day
21” - Carlsbad Playreaders present A Playreaders Showcase: Readings by actors from area high
schools, at 7:30pm in Schuhnan Auditorium, 1775 Dove Lane. Donation $5, $1 students.
For more information call 760/729-3383
23rd - Carlsbad Library’s Fihn Series “WWII-On the Homefront” featuring The More the Mmier
(2 nr at the Schulman Auditorium, 1775 Dove Ln., at 6pm. Free, 760/602x2026
24 - Carlsbad Library presents a classical piano concert by pianist Joseph Arthur Valent at 7pm,
Schulman Auditorium, 1775 Dove Ln., 760/602-2026
29’ - Carlsbad High School “Video Awards Night” at the Carlsbad Viie Theater,
2822 State St. 7:30pm. This will be the Wodd Premiw of this year’s class projects as well as “Academy
Awards” presentations in various categories. Enjoy our future entertainment makers in action!
Tickets are $5 at the door. For info contact Wayne Beauvais 760/434-1726, ext 2728
Every Wednesday Carlsbad Farmer’s Market, on Roosevelt between Carlsbad Village Dr. Q Grand
Avenue. 2-5 PM. Local farmers Q vendors provide certified organic vegetables. Also available are baked
goods, cheeses, cut flowers Q lots of other treats.
Thru Nov 30 M Carlsbad Arts Office Outdoor Sculpture Garden “Animal Whimsy”.
2955 Elmwood, Mon-Fri, 9AM-5PM. Free. Call (760)434-2920.
May 19& - Sept. gth ; Animals as Architects, Exhibit invites visitors to uncover pathways and homes of
underground architects. Discover the layers of a model wasp nest; make spider web rubbings; examine
microscopic animal structures and more at the Children’s Discovery Museum, 300 Carlsbad Village Dr. in
the Village Faire Shopping Center. 760/720-0737
Coming June Znd , Taste of Carlsbad at the Carl&ad Company Stores, 3-7pm.
Benefits “Kids are Worth a Million”. 760/438-0063
Ticky-Boo Tea Shoppe announces “expansion is complete!” The tea shop has expanded into the
building next door and opened the Victorian Tea Garden behind the tea shop. Look for al fresco dining in
the garden soon! 760/720-7800
26& - 28” - Carlsbad Company Stores Pre-Summer Sidewalk Sale kicks off a variety of activities that
includes musical entertainment each weekend throughout the summer months. loam-8pm
Biplane, Air Combat & Warbird Adventures Offers Special Convention & Visitors Bureau Flights!
Summer Special - All summer long, just mention the Carlsbad Convention Q Visitors Bureau and receive
$10 off any biplane ride 40 minutes or longer. For more information contact Biplane, Air Combat &
Warbird Adventures l-800-759-5667 or www.bamstorming.com
###
CVB News
Immediate Release
Media Contact: Frankie Laney, Public Relations Director
Email:flconvisBcatisbadca.org
Semi-Weekly Tourism News Volumn 1, Issue 2 - April 20, 2001
WWII Merchant Marine Ship, SS Lane Victory Cruises the Coast off Carlsbad
Shores-close aboard at dead slow.
On Thursday, May 17th, at 1:30 p.m. with legendary Captain Will Carroll on the bridge, the
historic SS Lane Victory will engage in a mock combat with WWII Marine Corp SNJ Warbird
owned by Carlsbad’s Biplane Air Combat & Warbird Adventures. The mock combat will take
place just off the beach at Oceanside Pier. Delight in watching a flotilla of local boat owners,
Harbor Police and Camp Pendleton amphibious vehicles come to her rescue! Who will win the
battle? Who will survive?
For the first time ever, the Lane Victory will sail close enough to the coastline for everyone to
see this history-making voyage. This is an important event, not only to pay tribute to this
decorated veteran warship but an opportunity for San Diego’s coastal communities to welcome
the Lane Victory as she sails down the coastline on the way to San Diego Harbor for a four day
celebration of Armed Forces Day and National Maritime Day.
The ship will dock just north of the Star of India, 1306 N. Harbor Dr. in San Diego and will be
open for public tours on May 18th & 20th. Call 7601434-9573 for additional information.
Gemological Institute of America to Hold Education Open House- April 28
The Gemological Institute of America (GIA), considered the leading educator of professionals
in gemology is hosting an Education Open House at the Institute’s World Headquarters and
Robert Mouawad Campus at 5345 Armada Drive in Carlsbad . Featured will be campus
tours, classroom demonstrations in gemology and jewelry manufacturing. Guests can become
. acquainted with GIA’s educational programs and learn more by talking with students, alumni,
education instructors and career advisors. Also on hand, will be specialists to provide informa-
tion and advice about financial aid and scholarships. Hours will be l-4pm.
CarIsbad Events Scene-April 2001
Through April 30th - Carlsbad Company Stores Festival of Flowers . Enjoy live entertain-
ment every Friday and Saturday. Call 760/804-9000 for additional information.
April 21” -The Children’s Discovery Museum 7th Annual Birthday Party. Festivities include
art, entertainment, clowns & more. llam to 5pm, $4 admission. Call 760/720-0737 for infor-
mation.
LEGOLAND Launches New Show - “Life on Mars” debuts globally at all three LEG-OLAND
Parks! The invasion begins April 28,200l
&v&bad - C~otnia’s New& Playground
Carlsbad Convention & Visitors Bureau 400 Carlsbad Village Dr., Carlsbad. Ca 92008 7601434-6093 or 0001227-5722 www.carlsbadca.orQ
AVILLAGE A -1xce SEA
.,
,” i .-hN.,,. .- . .
-. .
--a.- .: .ri _*
RICH IN NATURAL BEAUTY AND FULL OF UNIQUE ADVENTURES
/‘. /’
AND CHARMING LOCAL HIDEOUTS,
z -
.’ . I /- / L - 2 * -r ” _ .’ .z ; .
IS AN AUTHENTIC COASTAL COMMUNITY FOR PEOPLE WHO LOVE THE SUN!
‘iPR:f.iE: ,‘, .q +M]Sj;3:, :::a: -ii -. ,;;.’ a,q;l;i.,f ,;as.-~q --.:. ~;,:,zc<
/
/ ,.’
i-- I * , L i r- / i’;’ “- m blue. the surfer deftly glides across
a glittering wave. .&on g the beach, couples wander hand in hand.
leaving footprints in the sand; a child builds sandcastles and sand-
pipers move quickly along the line of shore. Sunbathers take a break
from their books, tossing on shorts and flip-flops to hit nearby cafes
for lunch or an ice-cream cone. Others jog along the tide line or play
volleyball at the public nets propped up in the sand. It’s just another
balmy, sun-drenched day along the coast of Carlsbad, California.
This is a town for people who love the sun. Tucked into the
northwest corner of San Diego County, Carlsbad is mild and warm
year round-light b reezes, stirring SO-degree days, are standard in
the summer and winter. Carlsbad is a place that beckons you to be
outdoors. A place to enjoy golf courses and white-sand beaches anv
time of year. In Carlsbad, you can mosey around the splendor of two
five-star resorts; explore the many nooks and crannies of a spirited
and bustling town offering live music and gourmet meals; or enjoy
the simple pleasure of sipping chilled wine beside an open horizon,
watching the sun plummet into the Pacific.
Known as the “Village by the Sea,” Carlsbad combines the
charm of an European village with the laid-back manner of a beach
town that hasn’t gone commercial. Carlsbad is endearing. Things
are a bit more relaxed here in rhis
authentic coastal community full or
beauty and serenim.
Nor just another pretry face.
though, Carlsbad offers a wide range
of singular and exceptional adventures
for those willing to explore. One of the
most unusual and most beautiful wavs
to see this lovely coast as a whole is b!
air. Biplane, Air Combat and Warbird
Adventures at the Carlsbad airport of-
fers the chance. unique in the state. to
take a 30-minure swoop in a restored
I 9lOs-era biplane. Their open-cockpit
prop-planes, painted bright blue and
A LITTLE HISTORY
The Luiseno Indians were the first to live
along Carlsbad’s turquoise lagoons, where
they camped for centuries before Don Gaspar
de Portola and Friar Juan Crespi showed up
in 1769. Harbingers of the Spanish tide that
would soon flood the coast, Portola and
Crespi explored the area on behalf of the
King of Spain and established the trail now
known as El Camino Real, which was used by
ever-more soldiers and priests to reinforce
Spain’s grip on this remote, tenuous outpost.
The Mission San Luis Rey was founded in
1798 and is still the largest working mission
in California. Its tranquil gardens are open to
the public year round.
NOT TO BE MISSED
If you are itching to do some shopping, stop
by the Carlsbad Company Stores Outlet, an
outdoor mall with over 60 outlet stores.
Located just off Interstate 5 on Paseo de1
Norte, shops like Polo, Gap, Calvin Klein,
and a handful of art galleries offer incredible
bargains. Or, head to Carlsbad Village for
the farmer’s market every Wednesday (from
2 to 5 p.m.) to sample fresh California fruits
and flowers. Kids will want to go inland to
the Wave Waterpark in Vista (open from
TRAVEL TIPS
May through September) to explore the many rides and
slides, a delightful rerreat on a warm summer day. And
adults will want to explore the wine country of the inland
valleys. Don’t miss a trip a few miles north to the Oceanside
pier-head to the very tip to the 50s-style Ruby’s Diner,
which has big, shiny red booths with incredible views of the
ocean and is a great spot for lunch.
WHEN TO GO
The weather is delightful year round with an average dail!
temperature that hovers around 70 degrees. which is comple-
mented by perfect blue skies. From December to March there
is a slight chance of rain (but a better chance of clear skies).
These are also the months to call up Helgren’s Oceanside Trips
for their two-hour whale-watching excursions. a chance to
ogle these magnificent 40-foot mammals as they migrate
south towards Baja, Mexico. Carlsbad has a street faire on the
first Sunday in November and again, in May, when over 900
arrs and crafts booths are set up downtown. In February, Del
Mar hosts an Ugly Dog Contest at the Fairgrounds, a
Fundraiser by the Humane Society with a raucous parade of
unusual or strange looking dogs (the ugliest gets a prize).
From June through August there are TGIF jazz-in-the-park
concerts every Friday at 6 p.m., held ac various Carlsbad
parks. And in the fall there is an Oktoberfest at Holiday Park.
a lively festival of German food and music.
DID YOU KNOW
America’s largest stare park is the 600,000-acre Anza-Borrego
Desert Scare Park in eastern San Diego county. tucked in a val-
ley bordered by mountains climbing nearly 9,000 feet. The
Park has geothermal-heated springs offering soothing mineral
baths in both indoor and outdoor pools. as well as great trails
for hiking and biking. There are also grear golf courses nearby.
Did you. know that the flower fields at Carlsbad Ranch
(www.theflowerfields.com) represent the only working farm
char allows visitors to stroll the paths and experience this rior
of color up close?
NAME-S AND NUMBERS
BlPLANE,AIR COMBAT & WARBIRD ADVENTURES
2160 Palomar Airport Road 800 SKYLOOP i800 759.5667) NWW barnsrc:-lng co-
CARLSBAD CHAMBER OF COMMERCE 800.2!7.X’22/i60 931 8430 W. .v (arlzc: srg.
CARLSBAD CONVENTION AND VISITORS BUREAU 800 227 K!,‘?C~~ 13 5%:
www.car1sbad.u org
FLOWER FIELDS AT CARLSBAD RANCH
East of I-5 at Palomar Atrporr Road 760 43 1 0352 www rhefiowerhe’as z-
SAN OIEGO NORTH COUNTY CONVENTION ANDVISITORS BUREAU
800.848.33361760 745 4741 ‘~v/wsandlegoncrr~.tom
SIGHTS OF SAN DIEGO HOTEL RESERVATIONS 600 434 7894 www booksandle;: .!m
ABOVL: Waterfalls in ka-Borrego Desert State Park.
0 ‘n. ’
.>-,+--‘,,;,, ,A-: _ -
, O‘mbsB l
r !%I Diqo. ,---’ ,.’ ,,--I’ //-
orange, have bucker seats for
two in the front; the pilot sits EkO\ just a few feet behind vou
TY l. (think of the movie “The Eng- : . . i 1 lish Patient”). Because biplanes
fly no faster than 80mph, it’s a
surprisingly smooth ride; no
high speed bounces through air
turbulence. The owners, Tom
and Kate, have taken up 60,000
Unired Express services Car/Sad w~rh I I a&iv tli+ drrecr Fern Lo.c .~ny&; .~rl(l ,j+ . L
nrar!y 30 non-stop roundtrip &hs &i(v bctuvr~~ S‘rn Dlero ‘znd Los .-lr~~&?.
people over the last 10 years, from five-year-o& to octogenarians celebrating
birthdays-they haven’t scratched a plane yet.
People keep coming back and it’s easy to see why! Up here, the Pacific
Ocean unfolds 1,000 feet beneath you in an endless canvas of blue. The
spindly black skeletons of off-shore reefs are visible just beneath the surface,
as are dense, undulating forests of orange kelp. Meanwhile, the white beach
unwinds like a long, thin ribbon along the coast, clouds drifi by and sailboats,
the size of small toys, dot the horizon.
If your fantasies tend to be more grounded, create a fanciful afternoon
by heading to Legoland Park, just five min-
utes from Palomar Airport and a great place to
enterrain children and families. This robust
and imaginative theme park sprawls over 128
acres and includes 5,000 lego models, puppet
shows, acrobatic performances and colorful
rides-al1 designed to delight kids aged 3 to
12. Pint-sized pilots can maneuver their own
lego helicopters at Sky Patrol, or head to the
Royal Joust to ride Lego horses through
medieval castles. Builders Guild has tens of
thousands of legos for budding architects,
while the rainbow-colored boats on Fairy Tale Brook meander through
favorite legends brought to life with legos. In the summer, don’t miss Water
Works, where kids can frolic in spunky, interactive fountains.
Just down the street; visitors will find the Museum of Making Music,
which is another Carlsbad original. It chronicles 100 years of American
music, celebrating 450 diff erent instruments. and rhe Model Store is
stocked with instruments for people of all ages to try to play.
One of Carlsbad’s more famous images is the spectacular flower fields
at Carlsbad Ranch bursting forth in a vivid rainbow of blossoms that stretch
across rhe dry hills every spring. Giant rows of dense rununculus presenr
I’ rve music and great margarirllj on rhc 0ti-
door patio. or swing bv The AlIe!. for some
jazz. Neimans is a 1 I?-year-old \‘icroriJn
mansion where vou can dine on fresh fish
in a turn-of-the-centun rotunda ballroom,
also a great spot for Sunday brunch. For
more casual dining. head to the Harbor
Fish Cafe, where meals are served on blue-
and-white checked rableclochs under a
thatched roof, jusr a few feet from the coast.
Nearby Kafana Coffee Shop has live music
on their patio every night in the summer,
every weekend in the winter.
Part of Carlsbad’s charm is its prox-
imiry to a string of delightful and authen-
tic beach towns that line the coast-Leu-
cadia, Encinitas, Cardiff-by-the-sea, So-
lana Beach, De1 Mar. Consider a scenic
drive south along the ocean-hugging
Pacific Coast Highway. In
Encinitas, stop by the Quail
Botanical Gardens co see 30 acres
of lush plants and trees from all
over the world. Check out the
Enciniras Ranch Golf Course.
175-acres of greens with ocean
views, or head to nearby Swami’s
Beach, especially popular with
local surfers. Another 1 j-minutes
south is Cardiff Beach -don’r
miss the Chart House restaurant,
a spectacular spot for sunset. Sertle in
beside their fire pits to sip chardonnay and
nibble calamari appetizers while the ocean
crashes inro huge plexiglass windows just a
few feet away.
Consider a scenic tour inland, explor-
ing the breathtaking desert scenery of
Anza-Borrego State Park. Or, stop by the
Wild Animal Park, inland at Escondido.
to see a 2,000-acre wildlife preserve with :’
their open petals and bobbing heads, blossoming in broad painr strokes of
primary colors that last for nearly eight weeks from lace March ro early May.
There are 10,000 different hues of rhese showy blooms blanketing 50 acres.
rhinos, elephants, z
giraffes. and gazelles g
grazing in recrea- : 5 =
with dirt paths chat invite you to wander among the fragrant kaleidoscope.
It’s a beautiful sight and Carlsbad Ranch stands as the only working tlower
farm in the world that offers such a delightful privilege.
[ions of their natural G :
In the evenings, head to the narrow, tree-lined srreets of Carlsbad Village.
After exploring the boutiques and small shops, srop by The Coyote to enjoy
COUNTERCLOCKWISE FROM LEFT TO RIGHi: Aquazane at Legoland; a South African cheetah at
the San Diego Wild Animal Park:Four Seasons Aviara Golf Course.
here. Connoisseurs can explore the nearby wineries tucked
into inland valleys. The Orfila Vineyards offers wine tastings
everv day, as does the Deer Park Winery and Auto museum,
which offers 15 acres of orchards, grape arbors, shady oaks,
picnic grounds, and the country’s largest auto museum of vin-
tage convertibles.
There are so many different activities and areas to explore,
you could spend weeks in and around Carlsbad. Don’t expect ro
spend too much time indoors, though, the temperate, sunshine
and light ocean breezes make the outdoors addictive. Pack lots
of sunscreen and a wide-brim hat, and leave plenty of room to
haul home a suitcase of smiles-Southern California doesn’t get
any prettier than this!
IF GOLF IS YOUR GAME, Carlsbad has a course for you.
Stop by the Torrey Pines course, just south of Carlsbad, to expe-
.tience a clifftop course overlooking rhe ocean with breathtaking
views from the fairways and greens (call well in advance for tee
times). Or, try the 18-hole public course at Carlsbad’s Four
Seasons Aviara Resort, named the top southern California resort
in Conde Na.rrj “1777 Gold List,” with lovely grounds and an
Arnold Palmer-designed par-72 course. You can also sign up for
tennis lessons with local professionals to improve your game on
hard or clay courts that are lit for nighttime play. Also in
Carlsbad, the luxuriant La Costa Resort and Spa hosts the annu-
al Acura Tennis Classic every August, in addition to offering ~0
18-hole private courses and a world-class spa. s
Grex hch~5.
world-class shappr~!~.
restJurJnfs ud,
charmer and the
home of LEGOLASD’
cdrtornra. m&Ike
Cwlsiud the compiere
vac.atv~n desrmarrotr.
For more m,ormmor,
on vow ne.rt (amri~
uacarlon rn C.lrlst?J,.
call i07 your free
vrs~tor’s gutde.
Carlrbrd Convantion and Visitors Bureau PO Box 1246 Car&bad, CA 91018 800-227-5722 Fax(760)434-6056
Web Page: -.carlsbadca.org
e-mall: convls@carlsbadca.org
For the price of one, two titst-time visitors ro the
Spa can enjoy this remarkable journey through
steam, sauna and Eucalyptus therapy, Mowed by
the famed “Taking of the Waters” in individual
private whirlpool tubs. Then slowly cool down in
the peace and harmony of due Ttanquiiity Room.
Relax your body, clear your mind.
The world-acclaimed Spa has been voted
“Best in the Valley” for sii years running, ask about
our full range of Spa services and treatments.
Just mention or bring in this ad to receive this
special introducxion to a truly unique and
rejuvenatig experience.
Monday through Thursday. Holidays adudcd, not rvaiiablc IO grwpa or wldl otbcr discounts. OITCI expwcs March 31.2001
PALM SPRINGS
100 N. Indian Gnyon Drive, Palm Springs, CA 92262
(800) 851-1179 or (760) 325-1461
wwyuhorclandcasmo.com
‘. ,_ 9 -u
i 5
z
-d *
h ; z 7 ? : ,
4
-- e l
l
l
l l
l
l
l
l l
l
l
l
e l
e
l
l
e
l
l
l
l
l
l
a
l . l .
l
l .
l
l
l l
l l
l
a l
l
l l
Board of Directors Meeting
Carlsbad Convention and Visitors Bureau
May 23,200l
4:00 P.M.
Old Train Depot Conference Room
CALL TO ORDER
Vice Chairman, Michael Flickinger, called the April 2001 meeting to order at 4:05 P.M.
ROLL CALL
Present:
Debbie Brassey, Carol DuDeck, Michael Flickinger, Beverly Jenks, Bob Moore, Diane
Scheer, Nancy Nayudu, Shari West
Absent:
Anita Boeker, Eddie Maldonado, Bob Seddelmeyer, Norine Sigafoose, Nancy Trevithick,
Al Wanamaker
CVB Staff:
Kurt B&hart
APPROVAL OF THE MINUTES
A motion was made and seconded to approve the minutes for the March 30,200l Board
meeting. The motion passed.
APPROVAL OF THE FEBRUARY FINANCIAL REPORT
A motion was made and seconded to approve the March 2001 Financial Report. The
motion passed.
CVB EMPLOYEE HANDBOOK
A motion was made and seconded to approve the draft copy of the Carlsbad Convention
and Visitors Bureau Employee Handbook of Policies and Procedures. The motion passed.
EXECUTIVE DIRECTOR’S REPORT
The Vice Chairman asked the Executive Director to give his report to the Board.
Sacramento Trip, April 23: The Carlsbad CVB Executive Director was part of a
Chamber delegation (Chamber Chairman, Eddie Moldanado, Chamber Chairman-elect,
1
46
Gary Hill, LEGOLAND President, Mark Germyn, Co-President for Grand Pacific
Resorts, Tim Stripe, Chamber President, Jan Sobel, and others) that flew to Sacramento
to meet with Senator Bill MoITOW, Assemblyman Alan Wyland, Technology, Trade, and
Commerce Agency Secretary, Lon Hatamiya and Deputy Secretary, Joe Raguso, Deputy
Legislative Secretary for Governor Davis, Val Dolcini, and the Chief-of-Staff for
Assemblywoman Pat Bates. Issues relative to tourism, especially the energy crisis, were
discussed.
CVB Board-Staff Retreat: Board members responded to the Executive Director’s
request for subjects to be considered at the May 19* retreat. In all, sixteen topics were
received. The Executive Director said that he has already forwarded those topics to the
retreat’s facilitator, Mesa, Arizona CVB Executive Director Robert Brinton, .and that they
have spent several hours discussing the upcoming retreat. He also indicated that he plans
to meet with Robert at the IACVB CEO Forum in Tempe, Arizona this week.
Pow Wow, Orlando, Florida, May. 5 - 10: The Carlsbad CVB will attend this annual
Travel Industry Association industry trade show, with La Costa and Inns of America
joining as co-op partners. This will be the first time for Inns of America.
IACVB CEO Forum, April 26 - 29: The Executive Director will attend the annual
CEO Forum, sponsored by the International Association of Convention and Visitor
Bureaus in Tempe.
Public Relations: The Executive Director said that Frankie Laney has a presentation
that she will make to the Board at its May meeting to update the Board on current
activities and provide an outline for the CVB’s public relations action plan.
COMMENTS FROM THE CHAIRMAN
Michael Flickinger, Vice Chairman, chaired this month’s meeting due to the absence of
Chairman Sigafoose.
Nominating Committee: The Vice Chairman appointed the following Board members
to serve on the nominating committee: Bev Jenks, Diane Scheer, Carol DuDeck, Shari
West, Norine Sigafoose. They were asked to meet as soon as possible to present a slate
of candidates to the Board for election at the next scheduled meeting.
Group Sales Manager: The Vice Chairman summarized a recent meeting with Cynthia
Haas, in which he, Norine Sigafoose and the Executive Director met to discuss additional funding to support a full time group sales manager. It was further disclosed by the Vice
Chairman that Cami Matson, President of the San Diego North County CVB, has stated
her intent to seek funding from the city this year to support their group sales efforts.
Board members expressed their support to have funding that would make it possible to
have a full time sales manager on board with the CVB who is working ex<:usively for
Carlsbad to bring corporate, incentive and association group business to Carlsbad
properties.
2
D B D D D D m l l B l
l
8
8
8
l
l
l
l
l
l
e
l
e
l
l
l
l
l
l
l
l
l l l l l l
l l
e
l Ir
The meeting also provided discussion about how to possibly leverage funding the CVB
receives by looking at opportunities with San Diego North CVB, such as membership in
that organization. Taking the lead fiorn that meeting, the Vice Chairman said that it
would bode well for us to at least look at what the membership requirements/benefits are
and asked for a motion that would allow the Executive Director to meet with San Diego
North County CVB to learn what he can about membership and report back to the Board.
A motion was made and approved to ask the Executive Director to meet with San Diego
North County CVB to inquire about membership. The Executive Director said that he
would move forward to arrange that meeting. He indicated that he would attempt to meet
with Cami Matson at the CEO Forum this weekend.
Board Vacancy: The Vice Chairman said that in his discussions with Norine Sigafoose,
it was disclosed that the By-Laws allow for a Uti member of the Board. The name of Michellie Jones, a Carlsbad resident and Olympic silver medal winner, was proposed to
fill the 15” seat. Her world-class status would help to support the many sporting and
athletic events that occur in Carlsbad. A motion was made and passed to table any action
on this appointment due to the upcoming meeting of the nominating committee.
Shari West said that she had some helpful information that she would make available to
the Board on what nonprofits ought to look for in selecting board members. The
Executive Director asked to have that information and that he would send it to members.
NEW BUSINESS
There was none.
OLD BUSINESS
There was none.
ADJOURNMENT :
The Vice Chairman asked for and received a motion, along with a second, to adjourn.
Members present voted to adjourn at 5:20 P.M.
3
4%
0
0
l 8
0
8 a
a a
l
a
l
l l
l
l
l l
l
l
e-
l l
l
l
l
l
l
l
l
l
l
l ie
l
l
l
l l
e
l
e l
Board of Directors Meeting
Carlsbad Convention and Visitors Bureau
March 30,200l
4:00 P.M.
Old Train Depot Conference Room
CALL TO ORDER
The Chairman called the March 2001 meeting to order at 4: 10 P.M.
ROLL CALL
Present:
Debbie Brassey, Carol DuDeck, Michael Flickinger, Beverly Jenks, Eddie Maldonado,
Bob Moore, Diane Scheer, Bob Seddelmeyer, Nancy Nayudu, Norine Sigafoose,
Nancy Trevithick, Shari West
Absent:
Anita Boeker, Al Wanamaker
CVB Staff:
Kurt Burkhart
APPROVAL OF THE MINUTES
A motion was made and seconded to approve the minutes.
APPROVAL OF THE FEBRUARY FINANCIAL REPORT
A motion was made and seconded to approve the February 2001 Financial Report.
EXECUTIVE DIRECTOR’S REPORT
The Chairman asked the Executive Director to give his report to the Board.
California Conference on Tourism: This is an annual conference, jointly sponsored by
California Tourism and the California Travel Industry Association (CalTIA), and was
held at the Hyatt Newporter in Newport Beach. It was the first time in ten years that the
conference has met outside of Sacramento. Technology was the theme, addressing issues
of marketing and how to maintain a competitive edge in a field that is rapidly growing.
The founder and CEO of Travelocitycom, Terry Jones, addressed a plenary session on
the subject of on-line travel and the growing competition in’this industry to grow market
share in all aspects of the travel industry, including Destination Marketing. Legislative
issues before the state legislature were also discussed, as was CalTIA’s political action
1
. . co&ttee. The nsmg cost of energy, and the out-of-state perception of California as a
‘state in chaos,’ and the upcoming vote to assess for funding to the state office of tourism
were issues on the forefront for this year’s conference. Next year the conference will
return to Sacramento, but the Executive Director indicated that he would contact Carolyn
Beteta, Executive Director for the California Travel and Tourism Commission, to ask hat
a UP for years 2003 and 2005 be sent to the Carlsbad CVB SO that our city can compete
in those years as the venue for the California Conference on Tourism. The Executive
Director said that, “there are two properties in Carlsbad that couId accommodate the size
and neea!s of this conference, and there ‘s no reason why we shouldn ‘r go after this
business. ”
Sales Coordinator Position: It was disclosed that T.J. Stroben, the Bureau’s part-time
sales coordinator, resigned her position to accept a full-time opportunity in real estate.
Her departure, according to the Executive Director, presents a tremendous opportunity
for the CVB to hire a full-time, ‘seasoned professional in the area of group sales.
Anticipating the need to fill this important staff position, the Executive Director has
advertised the position on the Western-Association of Convention and Visitor Bureaus
website, with a deadline for submitting resumes, etc. by April 6*. He said that the
current budget does not allow for the Bureau to make an offer to hire someone at this
time, although he indicated that salary and benefits is the key issue. The Board expressed
great concern that this position was vacant and, with a motion that was seconded and
unanimously approved, asked the Executive Director to meet with Cynthia Haas to ask
for supplemental tiding to support Carlsbad’s group sales effort. It was pointed out by
several Board members that the Bureau has done its part by bringing online the Meeting
Planner website and placing ads in trade journals that are read by meeting planner
professionals. The Executive Director said that 4000 direct response postcards are on
hold because we do not have the staff to support this our group sales efforts. The Board
was optimistic that supplemental funding could be found to fund this position. All agreed
that the position is needed and serves a critical need. The Executive Director said that he
would send a letter to Ms. Haas requesting a meeting, to include the current and incoming
Chairs.
RFP for Website Makeover: The Executive Director said that he will soon issue an
RFP for a website makeover for the Bureau’s site. “‘It was built more than four years
ago, and it S time to reassess the site, with an eye toward content, functionality and
greater ease on the part of the user to navigate. ” He said that the state tourism office
would soon undergo a makeover after two years with its present site. “Furthermore, with , our current creative in the print materials, advertising and CD-ROM, our website fails to
incorporate a like image that conveys continuity of branding. ” The Executive Director
said that over the years, our website grew in piecemeal fashion and that with the inclusion
of the Meeting Planner, .we now have two totally different images. “This is inconsistent
with the standards of electronic branding, ” said the Executive Director. He also pointed
out that the Bureau has not gone out for bids on these types of projects in the past, and
that he felt a responsibility to elevate our business relationships to a more professional
level by selecting vendors, where it makes sense to do so, through the RFP process. The
Bureau hopes to have the RFP ready to issue within 45 days.
-4 4 4 4 a 4 a a a a a a a a a
l
a a
a
a
a
a
0
a
a
a
0
a
a
0
a
a
0 0
0
0
a 0
0
0
0
a
63 l
i a’
l l l
a l
l a
l
a
a
l
a
l
a
l
a
l
l
l
l
a
a
l
a
l
a
l
l
a
a i
0
a
a
l 0
l
a
a a
l
l
ITB, Berlin: The Bureau attended the 35* annual ITB (International Travel Bureau)
Show in Berlin, Germany, joining the Best Western Terrace Inn/Beach View properties
in what is recognized as the world’s largest industry trade show. Overall, the Executive
Director was impressed with the quality of the show - consumer traffic and trade industry
representatives. He said that it is his desire to outsource our attendance at ITB in 2002 by
having a German-speaking travel industry professional represent Carlsbad “BY
outsourcing, we gain in several areas. First, we can save 60% or more on what we
would expect to spend by my going to Germany, and, secondly, by having someone who is
an industry professional who not only speaks the language but has lived in San Diego
County and knows our market, it adds tremendous credibility by strengthening our
presence. ” The Executive Director said that he outsourced the ITB show with his
German intern who had previousiy worked in his office in Flagstaff, and that the
arrangement worked extremely well. As he told the Board “this may have been our last
ITB in which we send someonefiom the Bureau. ” ITB is extremely important, as the
show draws a heavy German presence-and others throughout Europe. “Our attendance
strongly reinforces our destination in the minds of traveling Europeans. ”
Carlsbad, First: Board members were reminded that the Carlsbad CVB has spent,
“hundreds of thousands of dollars and has traveled tens of thousands of miles to promote
our community, Carlsbad. ” The Executive Director said that, “we all need to do ourpart
to support the home team, making sure that Carlsbad remains ‘top of mind’ as a
preferred year-round travel destination. ” The Chairman said that she would comment
on this when it is her time to share the Chair’s remarks with the Board.
CD-ROM, 2”d Issue: April 19* is the scheduled delivery date for the second issue of the
CD-ROM. This year the Bureau had 16 new businesses join as sponsors. “we are excited with the added content, the streaming video, and the increase of community
partners in this award-winning project, ” said the Executive Director. He shared with
Board members a copy of the new cover design which evokes more activities throughout
Carlsbad, “including The Flower Fields;, the Carlsbad 5K, LEGOLAND, golfing,
strolling on the beach, ” while the back cover includes, for the first time, the Warbirds, an
aviation attraction that flies out of Polamar Airport. The Executive Director said that our
distribution channels have improved since the release of the first CD-ROM, and that
travel writers would be identified who fit the profile that supports the kind of coverage
that Carlsbad could enjoy in future publications.
Advertising Schedule for 2001: Advertising wilI continue up through June, so as not to
take the summer for granted. The Executive Director said that the Bureau ‘has bases
covered’ leading up to the summer, with 14 ad placements in re B ional and national
publications. Of most interest is the placement in the April 22” issue of Parade
Magazine, where Carisbad will be featured in the magazine’s largest ever travel section,
with Parade inserts into 54 California state newspapers and a combined circulation of
2.75 million. Tracking through reader response/business reply cards helps the Bureau to
track the effectiveness of each ad placed and to make future ad buy determinations. Also,
the Executive Director said that his request to Association Management to have a Bureau
ad m at no cost to the CVB WAS granted, a~ the publishers of Association Management
agreed that an error had been made on their part. The CVB will have a replacement ad at
no cost in their companion magazine, Meetings West in May.
Travel Writers: Admitting that not enough has been done over the last two years to
develop the overall public relations efforts, the Executive Director said that he has
purchased the membership director fkom the Society of American Travel Writers, a key
tool for contacting travel writers. He said that, “this is something that should have been a
long time ago, and now that we ‘11 soon have a roadmap for travel writers that identifies
specific areas of interest and contact information, I am hopeful that this will greatly
strengthen our PR from this oflce. ” Stories on Carlsbad have recently appeared Spring
Gardens (a six page article with photos provided by the Bureau) and the Spanish
language newspaper, La Opinion (full page, featuring The Flower Fields), with a
combined valuation of $85,000. Assistance Tom this office was provided for story
research and site access throughout Carlsbad while the writers for these publications were
on assignment. The Executive Director pointed out that he would take a full page of
editorial on Carlsbad over a print ad, &d, “that s preciseZy what we should be striving to
achieve through our travel writer program. ”
Letter to L.A. Travel Trade Show Operator: As he indicated at the February Board
meeting, the Executive Director shared with members a copy of the letter he sent to Mr.
Dennis Freeman, the operator of the L.A. and Phoenix Travel Shows. Although the letter
asked for a reimbursement for the L.A. show, the Executive Director voiced his doubt
about receiving such. Either way, ‘the Bureau is carefiIly reviewing each and every
show that we attend to determine whether it’s a goodjit for our overall marketing
strategy. ”
Update on Visitors to the Depot: Volunteers continue to be the lifeblood for operating
the Visitor Center. The Executive Director said that in the month of February, 38 1
volunteer hours were expended by 35 volunteers to welcome 919 visitors who signed the
guest book. “The combined time by our volunteers in February equates to having 2jU
time stafi working 40 hours a weekfor more 4 weeks and 4 days, which is time that the
Bureau could not afford to pay for. ” He pointed out that for Bureaus operating a Visitor
Center, the accepted ‘slippage’ is 10 - 15 percent, meaning that, of those who visit, it’s
that percentage that will fail to sign a guest register (distracted, someone already singing,
forget to sign, etc.). “Without our volunteers, it would be very difficult for the Bureau to
operate a Visitor Center, ” said the Executive Director. He also pointed out that the CVB . recognizes its volunteers by hosting, together with a host restaurant/hotel, a monthly
Volunteer Appreciation Luncheon. In March 32 volunteers were treated to a tour of The
Flower Fields by Joni Miringoff, and lunch was provided at Sammy’s. The combined in-
kind services provided by The Flower Fields and Sammy’s was $645.
CVB Employee Handbook: The final draft of the CVB Employee Handbook on
Policies and Procedures will be sent out by the end of this week to all Board members.
The Board will consider the approval of the Handbook at its April meeting. The
- l .\ ( ( I 4 ( ( ( 4 4 4 4 4 4 4 d 4 .4 d 4 d 4 4 4 d 4 a a 4 4 4 4 4 4 4 4 4 4 4
B.oard of Directors Meeting
Carlsbad Convention and Visitors Bureau
February t&2001
490 P.M.
Old Train Depot Conference Room
CALL TO ORDER
The Chairman called the February 2001 meeting to order at 4:05 P.M.
ROLL CALL
Present:
Anita Boeker, Debbie Brassey, Michaei Flickinger, Beverly Jenks, Eddie Maldonado,
Bob Moore, Diane Scheer Bob Seddelmeyer, Nancy Nayudu, Norine Sigafoose,
Nancy Trevithick, Al Wanamaker
Absent:
Shari West (excused)
CVB staffz
Kurt Burkhart
APPROVAL OF THE MINUTES
A motion was made and seconded to approve the minutes.
APPROVAL OF THE JANUARY FINANCIAL, REPORT
The Chairman recognized Bob Seddelmeyer and he gave an overview of the new format
for the financial report. A subsequent motion was made and seconded by the Board to
approve the new format.
EXECUTIVE DIRECTOR’S REPORT
The Chairman asked the Executive Director to give his report to the Board.
PenonneI Committee: Work is proceeding toward the completion of the CVB Handbook of
Policies and Procedures. The Executive Director would like to have the finalized copy before
the Board at its March meeting for approval. He indicated that two meetings of the personnel
committee had occurred since the January meeting. Additionally, all position underwent a
review and new position descriptions were written for each.
Meeting Planner Website: A soft launch has already been done for the meeting planner
website. This is a new initiative that was funded by city council to ‘go after the small-to-
medium’ meetings and conference business. Within the first thirty-minutes of going on-line, the
CVB received its first inquiry from Bethlehem, PA The Executive Director said that the group
sales business is a natural progression for the CVB, and that the Bureau appreciates the fimding
it received from the city to develop this additional line of business. This is an excellent
demonstration of city funds being reinvested to support Carlsbad for Carlsbad. He also pointed
out that, for the Year 2000, the CVB’s part-time sales coordinator had a group sales closure rate
of 43%, resulting in an estimated % 1.3 million in combined food & beverage sales and TOT for
Carlsbad.
Community Enhancement Program.Funds Application: The CVB has requested in its FY
200142 application, 380,000 for funding to support future Internet development, advertising,
trade shows, and membership into the National Tour Association @TA). The Executive
Director said that last years program funds request for $25,000 yielded $13,000 for the CVB
from the San Diego Board of Supervisors.
Strategic Planning Retreat: Since the CVB does not have funding in the budget for a
professional facilitator (prices range upward to $2000), the Board learned of some options that
could be covered through creative in-kind services. A five-hour session was proposed, with
early April as the first of several possibilities. The Executive Director will have more to share
with the Board at its March meeting.
Tourism Resident Survey: A discussion about Phase II of the ERA Study on Tourism provided
the Executive Director the opportunity to meet with city staff, ERA and others and to provide
input for the survey to be conducted.
Accent-w-a Match Play Golf Championship: It was stressed that this premier international
event is coming back to La Costa in 2001, having just been played in Melbourne, Australia in
2000. This event had a $5 million purse, with a one million dollar grand prize. The Executive
Director met with Michael Gertner, Championship Director, and Jan Sobel, Chamber president,
to strategize on ways to promote the tournament and increase local support for the event. Eddie
Moldanado echoed his strong support, and suggested that a partnership with the city is the best
way to build community support for this top-flight PGA event. He also said that the tournament
is looking for a permanent home for this event, and that Carlsbad may need to compete to keep
this event in our city.
Database of Contacts: Development has be,- to create a viable database of local suppliers
(hotels, restaurants, attractions), media (local, San Diego, Regional, Los Angeles metro,
statewide, domestic, international, freelance and travel writers), trade and professional
associations (California and Arizona), meeting planners (comprehensive state and national), and
travel agents (from all shows attended). The Executive Director indicated that, although the
process will be ongoing, he believes the bulk of entries can be accomplished within the ne,xt
si.xty days.
2
a a a a 0 0 0 a
l
l
a
a
a
l
l
l
a 0
l 0
l
a
l
l
l
l
a
l
l
l
l
l
l
l l
l
l
a a e l
l
s+ l
i’
8
l
l
l
l
D
m
B
D
D
B
B
B
B
D
B
B
D
D
D
B
D
D
D
I)
l
I)
D
D l ’ . .
l
l
l
l
0
0
l
l
l
l
a
Economic Downturn: TOO much talk about a recession may actually lead to a softening of the
economy, and that could impact tourism in Carlsbad. Additionally, the perception of an energy
crisis in California is already having negative implications. The Executive Director said that
more funding might be required to continue with marketing and advertising to keep Carlsbad
‘top of mind’ for leisure travelers. Bob Seddelmeyer said that one local property was ‘sweating,
. . . not upbeat with the economy . . . looking at a 56% drop in business.” He reiterated what the
Executive Director said on the possibility of an economic slowdown and the California energy
crisis.
CD-ROM, Second Edition: Work is nearing completion on the second edition of the HSMAI
Award Winning CD-ROM. A net increase in the number of local sponsors will yield additional
content. Mid-April is the target date for release, with improved distribution to the media market
and trade representatives at future trade shows.
On-line Reservations: The CVB has joined as an associate with Travelhero.com, an
international on-line reservation system, This relationship will generate a small but steady
income stream for the CVB, which, in turn, will help to support the Bureau’s Internet website.
Barry Nakano, a representative for Travelhero.com, will be the featured speaker at the monthly
Hotel-Motel Committee meeting on March 20, to be held at the conference facility, Pacific
Palasades; Board members are invited to attend
‘Week at a Glance’: For the first-time, the CVB has begun &ring to local restaurants, hotels
and retail establishments, a f& of weekly events for line staff to reference when interacting with
customers. These faxes are sent every Monday evening after 1l:OO P.M. Initial response has
been very good Corn those who have received the fax.
Replacement Sign for the CVB: Work is underway to design a sign for the CVB to replace the one that was stolen in mid-January. No date has been given for the completion of the sign The
new sign will feature the CVB logo, street address, phone number and website address, along
with the international symbol - i- for information.
Incoming Telephone Inquiries: A graph was presented to the Board that tracked all incoming
calls for the Year 2000. The results showed that 39% of all inquiries to the CVB mentioned the
Internet as the primary source for information about C&bad. This supports the increasing
reliance and importance of the Internet for obtaining. destination and other travel-related
information Other areas mentioned were newspapers, travel -guides, television, local attractions,
and other.
Full time administrative assistant: The recent resignation of Geri Vitale, part-time
administrative assistant, has created a vacancy that the Executive Director would Iike to fill on a
full-time basis. He also indicated that the part-time sales coordinator position should be a full-
time position, to support the group sales efforts by the CVB to solicit business in the small-to-
medium meetings market.
Copyright infringement of CVB Logo: Unauthorized use of the CVB logo by a local business
resulted in the Executive Director cahing that business to request that it be removed Due to
3
,
.
inclement weather, the sign could not be changed but a change was promised, along with an
apology to the CVB.
l,os Angeles Travel Show: It was reported that the LA Travel Show was not up to the
expectations of not only the CVB, but it also failed to meet the expectations of other exhibitors.
The Executive Director said that he would request a refund from show organizers, although he
did not believe such a refund would be forthcoming. Consequently, this show and the
companion travel show in Phoenix will not be repeated next year. Instead, other opportunities
will be explored to increase brand awareness and to sustain key market support
Advertising: Meetings were held with sales representatives of Phoenix Magazine, Via
Magazine &AA) and Association Management (AWE) to explore future ad buys.
International Association of Convention and Visitor Bureaus: The Carlsbad CVB’s
application for membership into IACVB has been accepted and the Bureau is now a member of
the professional trade association that represents the visitor services industry.
COMMENTS FROM THE CHAIRMAN
The Chairman said that she would like to appoint a budget committee to work with the
CVB Executive Director. Appointed to this committee were incoming chairman
Michael Flickinger, Bob Moore, and Norine Sigafoose. The Executive Director was
asked to convene a meeting in the near future.
Board members were also reminded by the Chairman to attend the Strategic Planning
Retreat when a date and place has been decided.
N-EW BUSINESS
There was none.
OLD BUSINESS
There was none.
ADJOURNMENT
. .
The Chairman asked for and received a motion, along with a second, to adjourn.
Members present voted to adjourn at 5:00 P.M.
4 4 a 4 4 4 4 a a a a a a a a a a a 4 a a 4 a a 4 4 a 4 a 4 4 4 4 4 4 4 a 4 4 a a a 529 a
i 6-
l
a
a
a
l
0
l
0
a
l
l
l
a
l
l
l
l
a
a
l
l
l
l
a
0
l
l
a
a
0 l l
a
l l
l
l
l
l
a 0
Executive Director said that he would like to have all suggestions and/or possible
changes sent back to him before the April 25* Board meeting.
Various Meetings: The Executive Director continues to attend various meetings
throughout the c~mmmity, such as the Carlsbad Village Business Association, Rotary
International, the Hospitality Roundtable, and the monthly meeting of the Hotel-Motel
Committee.
COMMENTS FROM THE CHAIRMAN
Carlsbad, First: The Chairman encouraged Board members to use Carlsbad’s tagline,
Carlsbad, California’s Newest Playground, in print and other promotions, where
possible. Agreeing with the Executive Director, the Chairman stressed the need for
everyone to, “support the home team, by supporting the Carlsbad CVB, first. ” She
continued, saying that, “we all work hard to attract business to Carlsbad and we collect
TOTfor the City of Carlsbad. ” Echoing what some on council have said in the past,
“Carlsbad is the jewel of San Diego County!”
Protocol for Board and Staff in dealing with elected offkials: The Chairman revisited
an issue that was before the Board at its December 1996 meeting, in which protocol was
set for how Board members and CVB staff are to deal with each other and with elected
officials. The Executive Director was asked to assist the Chairman by articulating to staff
the protocol that is being re-established.
Budget Committee: Anticipating a thorough review by city council on the Bureau’s
budget submission for FY 01-02, the Chairman appointed a budget committee to consist
of, the Chairman, Bob SeddIemeyer, Bob Moore and Michael Fhckinger and the CVB’s
Executive Director. The Chairman agreed with the Executive Director in that the CVB
budget needs to be complete and accurate, taking into account new programs, staffing
needs and the possibility of administrative office space separate from the Visitor Center.
The Executive Director was asked to contact board members on this committee and to
convene a meeting as soon as possible.
NEW BUSINESS
There was none.
OLD BUSINESS
There was none.
ADJOURNMENT
The Chairman asked for and received a motion, along with a second, to adjourn.
Members present voted to adjourn at 5:05 P.M.
a o-
l l l l l l l
l
l
l
l
0
l
a
l
l
l
a
a
l
l
l
l
l
a
a
a
a
a l ** a l
a
l
a l
l
l
l a
l
I
Board of Directors Meeting
Carlsbad Convention and Visitors Bureau
January 24,200 1
4:00 P.M.
Old Train Depot Conference Room
CALL TO ORDER
The Chairman called the January 2001 meeting to order at 4:05 p.m.
: ROLL CALL
Present:
Michael Flickinger, Anita Boeker, Debbie Brassey, Carol DuDeck, Beverly Jenks,
Eddie Maldonado, Bob Moore, Nancy Nayudu, Bob Seddelmeyer, Nance Trevithick,
Al Wanamaker, Shari West, Norine Sigafoose
Absent:
Diane Scheer (excused)
CVB Staff:
Kurt Burkhart, Frankie Lanq, T.J. Stroben
INTRODUCTION BY CHAIRMAN
The Chair introduced Kurt Burkhart, the new Executive Director, to the Board of
Directors.
APPROVAL OF THE MINUTES & FINANCIAL REPORT
Following the brief introduction, a motion was made and seconded to approve the
minutes and the attached financial report for the’Bureau. By a voice vote the motion
carried.
Discussion followed on the financial report, and suggestions were made as to what would
make the report easier to read. The executive director took note of said suggestions and
would work toward making such changes.
EXECUTIVE DIRECTOR’S REPORT
The Chair asked the Executive Director to give his report to the board. Kurt Burl&art
introduced Frankie Laney, who provided an update on the travel writers program by
saying that it is currently being restructured to be more applicable to the needs of the
I
I
CVB. Specifically, membership into the Society of American Travel Writers (SATE) is
being considered by the CVB as one way to build a database of writers to be contacted
for future familiarization tours (FAMs) and writing assignments.
Additionally, the Executive Director asked T.J. Stroben to comment on the progress of
the meeting plqer website, currently being developed in cooperation with the Flowers
Group. Local suppliers have been asked to provide information that will be used on the
new addition to the current. website, together with a future mailing of postcards to some
4000 professional meeting planners in the United States who have stated a preference for
Southern California as a meeting venue. The launch of the meeting planner website is now slated for sometime in late February or early March 200 1.
The Executive Director said that the Bureau would soon be joining the International
Association of Convention and Visitor Bureaus (IACVB) and shared with board
members the benefits of membership. Some board members were familiar with IACVB
and indicated that it would be a good move for the CVB to join this professional trade
association.
Board members discussed the current agenda for upcoming travel trade shows, and the
Executive Director said that after the current schedule is met, that all future shows would
be on the table for review. He indicated that prior commitments had been made to attend
the ITB show in Berlin, Germany, and that he would determine whether this would be a
show the Bureau would continue with in subsequent years.
The Bureau was reminded by one board member to sell the fact that ‘Carlsbad is not
L.A., that Southern California has electricity!’
The board also discussed the possibility of expanding its focus to include motor coach
tours, which the Executive Director said that membership into the National Tour
Association would be one way to tap into the lucrative market of packaged tour and
travel business. According to the Executive Director, ‘this segment travel is no longer a
seniors-only market. ’
Additionally, interest amongst board members was sufficient to ‘float’ some ideas on
how the Bureau could build support from within the community and strengthen its
support from the city. Ideas included a cost/benefit analysis for shows and advertising,
together with information about the in-kind services provided by local suppliers. The
Executive Director said that the Bureau would be able to show more statistical data on
visitation, telephone inquiries and website activity within the next several months.
NEW BUSINESS
The Chair asked the Executive Director to report on the current health care plan that
covers employees at the CVB. He said that, according to the underwriter of the health
policy, there would not be an increase in the premiums, and recommended staying with
this plan for another year.
The Chair asked for a motion to approve two resolutions for the annual grant-funding
request for both the Carlsbad Convention and Visitors Bureau and the North County
Marketing Group (Carlsbad, Oceanside, Encinitas, Solana Beach). The Executive
Director said these were needed to complete the application to request grant funding from
the San Diego County Board of Supervisors. Motions were received and approved by the
board.
The Chair expressed concern that the CVB apparently did not have an employee
handbook that spelled out the CVB policies and procedures. The Chair asked several
questions of the Executive Director. Those questions and answers are as follows:
Q. What are the hours of operation for Visitors Center?
A. The public hours of operation, which includes hours of administration for the
Visitors Center, are 9:00 a.m. to 5:00 p.m.
Q. Does the staffwork a fill eight hours a day?
A. The staff works from 9:OO a.m. to 5:00 p.m.
Q. How much time is allotted each employee for lunch?
A. Bureau employees take anywhere between thirty minutes and one hour for lunch,
each day.
Q. Does the CVB have procedures for sick leave?
A. No.
Q. Does the Executive Director have plans for a procedures and policies manual?
A. Yes, I do. It is my intention to have before the Board for its approval, an
employee handbook that will detail policies and procedures. So far, no handbook
has existed with the Bureau.
Q. Does the Executive Director plan a review of all full time and part time positions
in the bureau?
A. Yes, I plan to review all positions, part-time and full-time, especially with a
written performance appraisal. I don’t see how this Board can make an informed
decision about future increases in pay without some written documentation.
Q. Has the Executive Director assessed the current schedule of trade shows and, if
so, does he have any recommendations about what shows the bureau should
continue with and those that may possibly be eliminated?
A. No, I’ve not had the opportunity to assess any of the travel shows. I’ve been on
the job for three weeks, and have yet to attend any industry shows. However, as
for travel trade shows, let me say that everything is on the table. The Board needs
to know that I do not have any personal interests with what shows I attend. I
simply want to do whatever accomplishes the mission of this Bureau.
3
After the brief Q & A session, a board member suggested that some type of system must
be developed for accumulating leave and using it, when needed. It was also mentioned
that the issue of exempt and non-exempt employees must be addressed, along with a
three-month review for new hires.
The Chair appointed a Personnel Committee to work with the Executive Director and
report back to the Board with a draft of the CVB Handbook of Personnel Policies and
Procedures. Selected were: Bob Moore, Nancy Nayudu, Michael Flickinger,
Al Wanamaker, Norine Sigafoose. The executive director was asked to schedule and
convene a meeting at the earliest possible date.
The Executive Director passed out to Board members a calendar for 2001 that shows all
work in progress for the Bureau from January through December. He said that this would
change as new projects, meetings, advertising and trade shows calendared. Board
members were pleased to see this.
OLD BUSINESS
Going into Old Business, the Chair deferred to the Executive Director regarding the
Marketing Plan for 200 1. He said that it would be helpful to revisit the mission statement
of the Bureau, along with the entire plan itself, before implementing the document.
Board members were in agreement and the Chair appointed a Marketing Committee to
meet with the Executive Director. On that committee: Anita Boeker, Carol DuDeck,
Bob Seddlemeyer, Nancy Nayudu, Norine Sigafoose. Again, the Chair asked that the
Executive Director convene a meeting of the Marketing Committee at a time that is
convenient for all to attend.
ADJOURNMENT
4
4
4
4
4
a
4
4
4
4
4
4
4
4
4
4
4
4
4
a
4
4
4
4
4
4
4
4
4
4
‘4
4
d
(
d
4
t
l
(
i
4 i
The Chair asked if there was any more Old Business to consider. Hearing none, the
Chair asked and received a motion to adjourn. Members present voted to adjourn at 5: 10
p.m.
l
l
l
l
l
l l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l l b
l l l
l
l l
l
l
l
,a ;e
Accommodations. See lodging.
Ad hoc group: See preformed group.
Addons: See optionals
Adjoining rooms: TWO rOOmS located next to each other, usually with no door connecting them.
Adventure tour: A tour designed around an adventurous activity such as rafting, hiking, or mountain climbing.
Affinity group: A group Of people that share a common hobby, interest, or activity, or that are
united through regular participation in shared outings. Also see preformed group.
After-departure charge: Charges that do not appear on the guest’s bill at check out such as
telephone or dining charges.
Agent: One who has the power to act as the representative of another. Most frequently in travel,
a specific kind of agent such as a travel agent.
AI0 variables: Activities, interests, and opinions-used to measure and categorize customer
lifestyles.
Air sea: A cruise or travel package in which one or more transportation elements are provided by
air and one or more by sea. The package is usually combined with local lodging.
Airline fare: Price charged for an airline ticket. Several types of fares exist and can change with
market conditions.
Airlines Reporting Corporation (ARC): An organization that provides a method of approving
authorized agency locations for the sale of transportation and cost-effective procedures for processing records and funds of such sales to carrier customers.
All-inclusive package: A tour package in which most travel elements are purchased for a set
price. Also called an all-expense package.
Alumni tour: A tour created for customers who have previously traveled with a tour operator.
Also called a reunion tour.
Amenity package: A cluster of special features, such as complimentary shore excursions, bar or
boutique credit, or wine at dinner offered to clients on a given tour or cruise, usually as a bonus or
extra feature. Usually used to induce clients to book through a particular travel agency or
organization.
Attraction: An item of specific interest to travelers, such as natural wonders, manmade facilities and structures, entertainment, and activities.
Average room rate: The total guest room revenue for a given period divided by the number of
rooms occupied for the same period.
Back to back: A term used to describe tours operating’on a consistent, continuing basis. For instance, a motorcoach arriving in a city from a cross-country tour may conclude the first tour
upon arrival, then transport a second group back along the same route to the origination city of
the first tour.
Baggage handler: See porter.
Baggage master: The person who controls baggage handling on a ship,
Bed and breakfast (B&B): Overnight accommodations usually in a private home or boarding
house, often with a full American-style or Continental breakfast included in one rate.
Bell captain: The person in charge of luggage at a hotel.
Block: A number of rooms, seats, or space reserved in advance, usually by wholesalers, tour
operators, or receptive operators who intend to sell them as components of tour packages.
Boarding pass: The document that allows a traveler to pass through the gate area and onto a
plane or ship.
Booking form: A document which purchasers of tours must complete to give the operator full
particulars about who is buying the tour. It states exactly what is being purchased (including
options) and must be signed as acknowledgment that the liability clause has been read and
understood.
Breakage: Expenses budgeted for a tour but not used or expended, thus resulting in additional
profit to the tour operator. Examples include meals budgeted but not consumed, currency
fluctuations in favor of the tour operator, or the tour selling to much larger numbers of passengers
than expected.
Break-even point (BEP): The point at which revenues and expenses are the same. For example, the BEP is the number of products (or seats, cabins, tickets, etc.) that must be sold for
a company to break even. The BEP is calculate as fixed costs divided by the selling price less
variable costs. See reasonable number.
Break-even pricing: Pricing a product based on a forecast of the break-even point and the cost
of achieving the break-even point.
Budgeted balance sheet: A budget that -measures total assets and liabilities.
Budgeted income statement: A budget that tracks revenues and expenses. Also called the
profit and loss statement.
Cabin: A sleeping room on a ship.
Carrier: A company that provides transportation services, such as motorcoach companies,
airlines, cruise lines, and rental car agencies.
Cash flow: Monies available to meet a company’s daily operating expenses, as opposed to
equity, accounts receivable, or other credits not immediately accessible.
Cash budget: A budget that monitors cash flow and funds available to meet current expenses.
Causal research: A form of marketing research that’s used to test cause-and-effect relationships
between a marketing program and customers.
Certified Tour Professional (CTP): A designation conferred upon tour professionals who have
completed a prescribed course of academic study, professional service, tour employment, and
evaluation requirements. The CTP program is administered by the National Tour Association
(Lexington, KY) and is open to individuals employed in any segment of the tour industry.
Certified Travel Counselor (CTC): A designation attesting to professional competence as a
travel agent. It is conferred upon travel professionals with five or more years of industry experience who complete a two-year graduate-level travel management program administered by
the Institute of Certified Travel Agents (Wellesley, MA).
Chain-ratio method: A method for forecasting market demand by multiplying a base market
figure by a series of consumption constraints.
Chamber of commerce: A OMO that operates at the local level and is comprised of businesses
that aren’t necessarily associated with the tourism industry.
Charter: To hire the exclusive use of any aircraft, motorwach, or other vehicle.
Charter service: The transportation of preformed groups (organized by someone other than the carrier), which have the exclusive use of the vehicle.
Circle itinerary: A travel routing design that overnights in different locations and returns to the point of departure without retracing the travel route.
City guide: A tour guide who points out and comments on the highlights of a city, usually from a
motorcoach or van.
‘a
4
4
4
4
4
4
a
a
a
4
q
a
4
4
4
4
a
4
a
4
a
4
a
4
4
4
a
4
4
4
4
4
4
4
d
d
d
d
d
d
d
d3 4
l
l
l
0 l
l
l
l l
l l
l
l
l
l
l
l
l l
l
l
l
l
l l
l
l
l
l
l
l
l ’
l
l
l l
l
l l
l l l
l
of Terms
City tour: A sightseeing trip through a city, usually lasting a half day or a full day, during which a
guide points out the city’s highlights.
Client list: A printout of the names of all tour participants.
Client mix: Objectives set by companies to achieve percentages of customers from different
market segments.
Closedend question: A question for which the answers are provided for the respondent, who
chooses only from those answers.
Closeout: Finalization of a tour, cruise, or similar group travel project after which time no further clients are accepted. Any unsold air or hotel space is released, and final lists and payments are
sent to all suppliers.
Commission: A percentage of a travel product’s price that’s returned to the distributor when the
product is sold.
Commissionable tour: A tour available through retail and wholesale travel agencies; which provides for a payment of an agreed-upon sales commission to the retailer or wholesale seller.
Common carrier: Any person or organization that offer transportation for a fee.
Comp policy: Arrangements for free tici<ets, room, meals, etc.
Complimentaries (camps): Items provided free of iharge, such as rooms, meals, tickets, airfare,
gifts, souvenirs, etc.
Computerired reservation system (CRS): An automated system used by travel agents that
contains pricing, availability and product descriptions for hotels, car rental, cruises, and air
transportation.
Concessionaire: A firm that, under special contract rights, operates for another party (in many
cases, a government agency) food and beverage services, lodging facilities, and other services
on-site at an attraction.
Conditions: The section or clause of a transportation or tour contract that specifies what is not
offered and that may spell out the circumstances under which the contract may be invalidated (in
whole or in part).
Configuration: The interior arrangement of a vehicle, particularly an airplane. The same airplane,
for example, may be configured for 190 coach-class passengers, or it may hold 12 first-class passengers and 170 coach passengers, or any other combination within its capacity.
Confirmed reservation: An oral or written statement by a supplier that he has received and will
honor a reservation. Oral confirmations have virtually no legal weight. Even written or faxed
confirmations have specified or implied limitations. For example, a hotel is usually not obligated to honor a reservation if a guest arrives after 6 p.m., unless late arrival has been guaranteed.
Connecting flight: A flight that requires a passengef to change planes as part of the itinerary.
Connecting room: Two rooms that are connected to each other by a door.
Consolidator: A person or company that forms groups to travel on air charters at group rates on scheduled flights to increase sales, earn override commissions, or reduce the possibility of tour
cancellations.
Consolidation: Cancellation by a charter tour operator of one or more flights associated with a
specific charter departure or departure period, with the transfer of passengers to another charter
flight or flights to depart on or near the same day. Also, selling the same tour with identical
departure dates through a number of wholesalers, cooperatives, or other outlets in order to
increase sales and reduce the possibility of tour cancellations.
Consortium: A collection of organizations made up of independently owned and managed agencies who band together to increase their buying power.
3
Consumer protection plan: A plan offered by a company and/or association that protects he
customer’s deposits and payments from loss in the event of company bankruptcy.
Consumer: The actual user of a product or service. See also customer.
Consumption constraints: Issues that limit the number of people in a market who will purchase
a product.
Continental breakfast: At a minimum, a beverage (coffee, tea, or milk) and rolls and toast, with fruit juice sometimes included.
Contract: A legally enforceable agreement between two or more parties.
Convenience sample: A collection of research subjects who are the easiest for the researcher to
select.
Convention and Visitors Bureau (CVB):A nonprofit OMO that operates at the county and city
level. A CVB typically encourages groups to hold meetings, conventions, and trade shows in its
city.
Cooperative (co-op) advertising: An agreement between two parties to share the cost of
placing an advertisement.
Coop tour: Selling a tour through a number of wholesalers, cooperatives, or other outlets in
order to increase sales and reduce the possibility of tour cancellations.
Costing: The process of itemizing and calculating all the cost the tour operator will pay on a
given tour.
Cost-plus pricing: See markup pricing.
Coupon. See voucher.
Custom tour: A travel package created specifically for a preformed group or niche market.
Customer: The buyer of a product or service. See consumer.
Customs: The common term for U.S. Customs Service, the federal agency charged with
collecting duty on specified items imported into the country. The agency also restricts the entry of
forbidden items.
Database: A computerized, organized collection of individual customer information
Day rate: Also called a day room. A reduced rate granted for the use of a guest room during the
daytime, not overnight occupancy. Usually provided on a tour when a very late-night departure is
scheduled.
Day tour: An escorted or unescorted tour that lasts less than 24 hours and usually departs and
returns on the same day. See sightseeing tour.
Deadheading: Making a trip or a segment of a trip without passengers, such as driving an empty
motorcoach somewhere.
. Demand generators: Strategies and programs developed by DMOs and suppliers to generate
destination demand. Examples include, festivals, events, cultural tours, and consumer promotion.
Demands: A consumer’s wants backed by the ability to purchase.
Demographics: Population measures, such as are, gender, income, education, race/ethnicity,
religion, marital status, household size, and occupation.
Departure point: The location or destination from which a tour officially begins.
Departure tax: Fee collected from a traveler by the host country at the time of departure.
Deposit: An advance payment required to obtain and confirm space.
4
l
l
l l
l l l
l
l
l
l
l
l
l
l
l
l l
l
l
l
l
l
l
l l
l l l
l
l
l l
l l
l
l
l l l l l
l
l
Deposit policy: A S@fled amount or a percentage of tfte total bill due on a specified date prior
to arrival.
Descriptive research: A form Of marketing research that’s used to provide detailed answers
about customer markets.
Destination: The geographic place to which a traveler is going.
Destination alliance: A OMO that operates as a for-profit association of select suppliers who
form a paid-membership network to promote their services to travelers.
Destination management company (DMC): A for-profit company that operates similar to a CVB
by providing planning and execution services for the convention and meettng market.
Destination marketing organization (DMO): An organization that promotes a location (city,
region, state, province, country) as a travel destination.
Direct flight: A flight that stops one or more times on the way to a destination, but .does not
require travelers to change planes.
Direct marketing: Sales and marketing communication that feature direct interaction between a company and its customers without any distribution intermediaries.
Double double: A room with two double beds.
Double-occupancy rate: The price per person for a room to be shared with another person; the
rate most frequently quoted in tour brochures.
Double-room rate: The full price of a room for two people (twice the double-occupancy rate).
Docent: A tour guide who works free of charge at a museum.
Downgrade: To move to a lesser level of accommodations or a lower class of service.
Driver-guide: A tour guide who does double duty by driving a vehicle while narrating.
Duty-free imports: Item amounts and categories specified by a government that are free of tax
or duty charges when brought into the country.
Economic impact study: Research into the dollars generated by an industry and how these
dollars impact the economy through direct spending and the indirect impact of additional job
creation and the generation of income and tax revenue.
Ecotour: A tour designed to focus on preserving the environment, or to environmentally sensitive
areas.
Educational tour: A tour designed around an educational activity, such as studying art.
Environmental scanning: The process of monitoring important forces in the business
environment for trends and changes that may impact a company.
Errors and omissions insurance. Insurance coverage equivalent to malpractice insurance,
protecting an agent’s or operator’s staff if an act of negligence, an error, or an omission occurs
that causes a client great hardship or expense.
Escort. See tour director.
Escorted group tour. A group tour that features a tour director who travels with the group
throughout the trip to provide sightseeing commentary and coordinate all group movement and
activities.
Escrow accounts: Funds placed in the custody of licensed financial institutions for safekeeping. Many contracts in travel require that agents and tour operators maintain customers’ deposits and
prepayments in escrow accounts.
Exchange order. See voucher.
5
of Terms
Exploratory research: A form of marketing research that’s used to obtain preliminary information
and clues. It’s most Often used when the marketing problem is ambiguous.
Extension: A fully arranged sub-tour offered optionally at extre cost to buyers of a tour or cruise.
Extensions may occur before, during, or after the basic travel program.
FAM (familiarization) tour: A free or reduced-rate trip offered to travel professionals to acquaint
them with what a destination, attraction, or supplier has to offer.
Fixed costs: Costs that don’t change with sales or production levels.
Fly/drive tour: An FIT package that always includes air travel and a rental car and sometimes other travel COmpOnenk
Folio: An itemized record of a guest’s charges and credits, which is maintained in the front office until departure. Also referred to as a guest bill or guest statement.
Frequent independent travel (FlT): A custom-designed, prepaid travel package with many
individualized arrangements. FITS are unescorted and usually have no formal itinerary.
Full house: A hotel with all guest rooms occupied.
Function room: A special room that is used primarily for private parties, banquets, and meetings.
Also called banquet rooms.
Gateway: City, airport, or area from which a flight or tour departs.
Gateway city: City with an international airport.
Ground operator: See receptive operator.
Group leader: An individual who has been given the responsibility of coordinating tour and travel
arrangements for a group. The group leader may act as a liaison to a tour operator or may
develop a tour independently (and sometimes serve as the tour director).
Group rate: A special discounted rate charged by suppliers to groups. Also called tour rate.
Group tour: A travel package for an assembly of travelers that has a common itinerary, travel
date, and transportation. Group tours are usually prearranged, prepaid, and include
transportation, lodging, dining, and attraction admissions. See also escorted group tour.
Guaranteed tour: A tour guaranteed to operate unless canceled before an established cut-off
date (usually 60 days prior to departure).
Guest account: see folio.
Guide or guide service: A person or company qualified to conduct tours of specific localities or
attractions.
Guided tour: A local sightseeing trip conducted by a guide.
Head tax: Fee charged for arriving and departing passengers in some foreign countries.
High season: See peak season.
Hosted group tour. A group tour that features a representative (the host) of the tour operator,
destination, or other tour provider, who interacts with the group only for a few hours a day to
provide information and arrange for transportation. The host usually does not accompany the
group as it travels.
House: A synonym used for hotel.
Hub-and-spoke itinerary: A travel routing design that uses a central destination as the departure
and return point for day trips to outlying destinations and attractions.
Inbound operator. A receptive operator that usually serves groups arriving from another country.
6
a
l
l
l l l
0
l l l l
l l
l
l
l
0
l
l
l
l
l
l
l
l
l
l
l
a’
0
l
l ’
l
l
l 0
l
0
l
e
a
l l
Inbound tour. A tour for groups of travelers whose trip originates in another location, usually
another country.
Incentive or incentive commission: See override.
Incentive tour: A trip offered as a prize, particularly to stimulate the productivity of employees or
sales agents.
Incidentals: Charges incurred by the participants of a tour, but which are not included in the tour
price.
Inclusive tour: See all-inclusive package.
Independent tour: A travel package in which a tour operator is involved only with the planning,
marketing, and selling of the package, but is not involved with the passengers while the tour is in
progress. See also frequent independent travel (FIT).
Intermodal tour: A tour that uses several forms of transportation, such as a plane, motorcoach,
cruise ship, and train.
Involvement device: An element of direct mail that gets the reader involved in the process of
evaluating and/or responding to the solicitation.
Itinerary: A list of a tour’s schedule and major travel elements.
Judgment sample: A sample based on the researcher’s choice of subjects for a study.
Land operator: See receptive operator.
Leg: Portion on a journey between two scheduled stops.
Letter of agreement: A letter from the buyer to the supplier accepting the tens of the proposal. This may also be the supplier’s first proposal that has been initialed by the buyer.
List broker: A seller of mail lists for direct marketing.
Load factor: The number of passengers traveling on a vehicle, vessel, or aircraft compared to
the number of available seats or cabins.
Locater map: A map of an area or a city, showing locations of attractions and hotels.
Lodging: Any establishment that provides shelter and overnight accommodations to travelers.
Logistics: Management of the details of an operation.
Low season: See off peak.
Macroevnironment: The broad forces in society and the business world that impact most
companies.
Management company: A firm that owns several lodging properties.
Manifest: Final official listing of all passengers and/or cargo aboard a transportation vehicle or
vessel.
Market demand: The amount of a specific product or service that may be purchased during a
certain period of time in a particular geographic area.
Market forecast: The realistic demand within a given time period for the products produced by all companies within a certain industry or product category.
Market segmentation: The process of dividing a broad market into smaller, specific markets based on customer characteristics, buying power, and other variables.
Market share: The measure of company sales versus total sales for a specific product category
or industry.
Market: All existing and potential customers for a product or service.
7
Marketing mix: The 4 Ps Of marketing: product, price, promotion, place (distribution).
Marketing plan: A written report that details marketing objectives for a product or service, and
recommends strategies for achieving these objectives.
Marketing research: The function that links the consumer, customer, and public to the marketer
through the systematic gathering and analyzing of information.
Markup pricing: Pricing a product by adding a standard markup to costs. Also called cost-plus
pricing.
Markup: A percentage added to the cost of a product to achieve a selling price.
Master account: The guest account for a particular group or function that will be paid by the
sponsoring organization. See folio.
Media: Communications channels such as broadcast (radio, TV), print (newspapers, magazines,
direct mail), outdoor (billboards), and multimedia (Internet).
Meet-andgreet service: A prepurchased sewice for meeting and greeting clients upon arrival in
a city, usually at the airport, pier, or rail station, and assisting clients with entrance formalities,
collecting baggage, and obtaining transportation.
Meeting/conference tour: A tour designed around a specific meeting or conference for the
participants.
Microenvironment: Those forces close to a company that impact operations and marketing
programs.
Mission statement: The concise description of what an organization is, its purpose, and what it
intends to accomplish.
Motorcoach tour: A tour that features the motorcoach as the form of transportation to and from
destinations.
Motorcoach tour operators: Tour operators that own their own motorcoaches.
Motorcoach: A large, comfortable bus that can transport travelers and their luggage over long
distances.
Multi-day tour: A travel package of two or more days. Most multi-day tours are escorted, all-
inclusive packages.
Murder-mystery tour. A tour that features a staged “murder” and involves travelers in solving the
crime.
Mystery tour: A journey to unpublicized destinations in which tour takers aren’t told where they
will be going until en route or upon arrival.
National tourism organization (NTO): A federal-government-level DMO that promotes a country
as a travel destination.
Needs: Those aspects of the life a person can’t do without.
Net wholesale rate: A rate usually slightly lower than the wholesale rate, applicable to groups of individuals when a hotel is specifically mentioned in a tour brochure. The rate is marked up by
wholesale sellers of tours to cover distribution and promotion costs.
Niche market: A highly specialized segment of the travel market, such as an affinity group with a
unique special interest.
No show: A guest with confirmed reservations who does not arrive and whose reservation was
not canceled.
‘4
a
-4
a
a
a
a
4
a
a
a
a
a
a
a
a
a
a
a
a
a
4
a
4
4
4
a
4
4
4
a
4
4
4
4
a
4
4
a
4
a
4
69 ’
l
e
l
l
l
l l a
l l l
l
l
l
l
l
l
l
l
l
l l l l l l
l
l
l
l
l
l
l
l l l l
l
l
l l
l
l
of Terms
Objective and task method: A process for creating a promotion budget that sets objectives first,
then defines the tasks needed to achieve those objectives, and then commits funds necessary to
perform the tasks.
Occupancy: The percentage of available rooms occupied for a given period. It is computed dividing the number of rooms occupied for a period by the number of rooms available for the
by
same period.
Off peak: Slow booking periods for suppliers. Also called the low season.
On-site guide: A tour guide who conducts tours of one or several hours’ duration at a specific
building, attraction, or site.
Open-end question: A question that allows the respondent to provide a free-response answer.
Open-jaw itinerary: A travel routing design that departs from one location and returns to another.
For example, travelers may fly into one city and depart from another one. Or a traveler may
purchase round-trip transportation from the point of origin to one destination, at which. another form of transportation is used to reach a second destination, where the traveler resumes the initial
form of transportation to return to the point of origin.
Operations: Performing the practical work of operating a tour or travel program.
Operator: See Tour Operator.
Optionals: Optional tour features that are not included in the base tour price, such as sightseeing excursions or special activities.
Outbound operator: A company that takes groups from a given city or country to another city or
country.
Outbound tour: A tour that takes travelers out of the area, usually from a domestic city to
another country.
Overbook: Accepting reservations for more space than is available.
Overhead: Those cost fixed costs involved in regular operations, such as rent, insurance,
management salaries, and utilities.
Override: A commission over and above the normal base commission percentage.
Packaged travel: A package in combination of two or more types of tour components into a
product which is produced, assembled, promoted and sold as a package by a tour operator for an
all-inclusive price.
Passenger vessel: Ships, yachts, ferries, boats, etc.
Patronage program: A program that rewards the customer for loyalty and repeat purchase, such
as frequent-flyer programs.
Peak season: A destination’s high season when demand is strong. Also called the high season.
Per-capita costs: Per-person costs.
Per-capita tour: See scheduled tour.
Perceived value: The ratio of perceived benefits to perceived price.
Port of entry: Destination providing customs and immigration services.
Porter: A person who handles luggage at an airport, train station, etc.; also called skycap or
baggage handler.
Positioning strategy: The development of a clear, unique, and’attractive image for a company
and/or product in the minds of target customers.
9
of Term
Prededuct commission: When a distributor such as a travel agent takes up front the
commission on a sale and sends the supplier the balance of the sales price.
preferred supplier: The selection of specific supplier(s) for priority promotion to customers
and/or integration in travel packages in exchange for reduced rates and/or higher commissions,
Preformed group: A preexisting collection of travelers, such as affinity groups and travel clubs,
whose members share a common interest or organizational affiliation.
Pre- and post-trip tour: An optional extension or side trip package before and or after a meeting,
gathering, or convention.
Primary research: The collection of data specifically to solve the marketing problem at hand.
Profit margin: A dollar value that represents the markup of a product’s price over its costs.
Promotion mix: Promotion tools including advertising, direct marketing, sales promotion, and
public relations.
Promotional group tour: A travel package composed of tour elements that match the specific
needs and wants of niche customers who aren’t part of an organized or preformed group.
Promotional partnership: The combinatjon of two or more companies to offer special incentives
to customers.
Property: A specific lodging structure, such as a hotel, and the ground on which it’s built.
Protection overbooking: The practice of blocking space that will likely be in excess of what will
actually be needed.
Psychographics: Measures of a person’s lifestyle. See also Al0 variables.
Public relations (PR): A management function that determines the attitudes and opinions of an
organization’s publics, identifies its policies with the interests of its publics, and formulates and
executes a program of action to earn public understanding and goodwill.
Public tour: See scheduled tour.
Pull strategy: A marketing approach that creates demand at the customer level by generating awareness, interest, and desire so customers pull a product through a distribution channel by
demanding it.
Push strategy: A marketing approach that creates demand at the distributor level by providing
resellers with an incentive to push (sell) a product to end consumers.
Query: The process of sorting and retrieving information from a database.
Quota sample: A research sample that involves forming groups based on certain characteristics.
A random sample can then be selected from the quota segments.
Rack rate: The published (brochure) rate for a travel component.
Reach: The measure of how many people in a market will be exposed to a certain advertisement
via a specific medium.
Reasonable number: A forecast of the break-even point for a tour.
Receptive operator: A local tour company that specializes in services for incoming visitors, often
for tour operator groups.
Relationship marketing: Fe process of building and nurturing ongoing, solid relationships with
customers.
Research constraints: Those issues, such as cost and timing, that will limit the scope of
marketing research.
Reseller: See retailer and wholesaler.
10
l
l l l l
l l l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
l
e ie
I@
l
l
l
l
l
l
l
l l
l
a
of Terms
Reservation fee: A Customer payment for a certain percentage of the travel package price mat’s
made immediately after booking.
Retail price: The actual price a CUStOfIIer pays for a travel element or tour.
Retail tour: See schedule tour.
Retailer: A middleman, such as a travel agent, who sells directly to the customer.
Room rates: The various rates used by lodging properties to price rooms. These include: day rate (usually one half the regular rate for a room used by a guest during the day up to 5 p.m.-
sometimes called a use rate), flat rate (a specific room rate for a group agreed upon by the hotel
and group in advance), group rate (same as flat rate), net group rate (a wholesale rate for
group business to which an operator may add a markup if desired), net wholesale rate (a rate
usually lower than the group rate and applicable to groups or individuals when a hotel is
specifically mentioned in a tour folder), and published rate (a full rate available to or advertised
to the public-also called the rack rate).
Rooming list: A printout of the names of all tour participants that also lists special lodging
requests and provides a spot for the hotel or cruise ship to fill in the passengers’ room number.
Run-of-the-house rate: A flat rate for which a lodging property agrees to offer any of its available
rooms to a group. Final assignment of the rooms is at the discretion of lodging management.
Sales margin: A term used by resellers to describe profit as a percentage of sales revenue.
Sample: The portion of a population chosen to represent the population being studied for
research.
Scandals tour: A light-hearted history tour that shows locations where interesting scandals took
place.
Scheduled flights: Air flights that are publicly scheduled and promoted by major airlines.
Scheduled tour: A tour that’s set in a tour operator’s regular schedule of tour departures and
that’s often sold to the general public. Also called public tour or retail tour.
Secondary information: Research data that was collected by another company or person and
usually for a purpose that’s different than the research objectives and tasks at hand.
Shells: Preprinted brochures with photos, illustrations, and graphics but no text; also called
slicks.
Shore excursion: A land tour, usually available at ports of call, sold by cruise lines or tour
operators to cruise passengers.
Shoulder season: Those periods between the peak and off season when destination demand is
moderate.
Sightseeing companies: Organizations that provide local guided tours.
Sightseeing guide: See driver/guide.
Sightseeing tour. Short excursions of usually a few hours that focus on sightseeing and/or
attraction visits.
Simple random sample: A sample that draws a group of respondents randomly from all
members of the population.
Special event tour: A travel package that features major happenings, such as concerts or
sporting events, as the reason for the journey.
Split itinerary: An itinerary in which part of the group does one thing while the other part does
something else.
11
of Terms
Step-on guide: A tour guide who boards a motorcoach to give detailed, expert commentary about the city or area being visited.
Strategic plan: A report that describes a COmpeny’S miSSiOn statement, goals, objectives and
strategic actions.
Subcontractor: A local operator who provides services for a wholesaler.
Supplier: The actual producer and seller of travel components.
SWOT analysis: A summary of a company’s strengths and weaknesses, and the environmental
opportunities and threats that will most influence it.
Target market: The group of customers who will be the focus of a company’s marketing efforts.
Tariff: (1) Fare or rate from a supplier, (2) Class or type of a fare or rate; (3) Published list of
fares or rates from a supplier; (4) Official publication compiling rates or fares and conditions of
service.
Telemarketing: Direct marketing via the telephone.
Terminal: A building where clients report for trips via train, plane, etc.; also called a depot or a
station.
Theme tour: A tour that’s designed around a concept of specific interest to the tour takers, such
as history or sports.
Tickler system: A method for monitoring reservations and payments that’s arranged by date and
points out late payments so customers can be contacted.
Tiered pricing: When suppliers offer different prices to receptive operators, tour operators, and
group leaders, so each party can earn a profit by marking up the suppliers’ price, while still
offering a fair price to customers.
Tiered.override plan: When commissions rise proportionately with a corresponding increase in
sales.
Tour: A prearranged, prepaid journey to one or more destinations that generally returns to the
point of origin, is usually arranged with an itinerary of leisure activities, and includes at least two
travel elements.
Tour broker. See tour operator.
Tour catalog: A publication by tour wholesalers listing their tour offerings. Catalogs are
distributed to retail agents who make them available to their customers. Bookings by retail agents
are commissionable.
Tour conductor: See tour director.
Tour departure: The date of the start by any individual or group of a tour program or, by
extension, the entire operation of that single tour.
Tour director: Also called tour manager, tour conductor, and tour escort. The person who is
responsible for a group on tour and for most aspects of a tour’s execution.
Tour escort: See tour director.
Tour guide: A person qualified (and often certified) to conduct ours of specific locations or attractions. See also step-on guide, city guide, on-site guide, and docent.
Tour manager: See tour director.
Tour manual: A compendium of facts about a destination, tour procedures, forms, and other
information that a tour operator gives to its tour directors.
Tour menu: A menu that limits group clients to two or three choices.
12
l
9 -a l
l a
l
l a l a l
a a
a
a
l
a
a
0
l
l 0
a
l
a
l
l
a
l
l
l
l
l l
;e ie
l
a
l l
l l
of Terms
Tour operator: A person Or company that WtlbdS With SUppka t0 Create and/or market a tour
and/or subcontract their performance.
Tour planner: A person who researches destinations and suppliers, negotiates contracts, and
creates itineraries for travel packages.
Tour order: A voucher given to the purchaser of a tour package that identifies the tour, the seller,
and the fact that the tour is prepaid. The purchaser then uses this form as proof of payment and
receives vouchers for meals, porterage, transfers, entrance fees, and other expenses. See also voucher.
Tour rate: See group rate.
Tour series: Multiple departures to the same destination throughout the year.
Tourism: The business of providing marketing services and facilities for leisure travelers.
Tracking study: A survey of customers before and after implementing a promotion campaign to assess changes in consumer behavior.
Transfer: Local transportation and porterage from one carrier terminal to another, from a terminal to a hotel, or from a hotel to an attraction.
Transit visa: A visa allowing the holder’to stop over in a country to make a travel connection or a
brief visit.
Transportation: Any method of moving travelers from one point in a journey to another, such as
air, ship, rail, and motorwach travel.
Travel agent: A person or firm qualified to arrange for lodging, meals, transportation, cruises, tours, and other travel elements.
Travel component. Transportation, lodging, dining, attractions, entertainment, guide services,
and other travel elements offered as part of a travel package.
Trip director: An escort for an incentive company. Larger companies reserve this title for the
person who directs all personnel and activities for a particular incentive trip.
Turnaway: A potential reservation that couldn’t be satisfied because the tour (or hotel, ship, etc.)
was fully booked.
Upgrade: To move to a better accommodation or class of service.
Value season: See off season.
Value: The relationship between the benefits associated with a product or service and the costs
of obtaining the product or service. See also perceived value.
Value-added tax (VAT): A type of tax system which adds a fixed percentage of taxation on
products and services at each step of production or service delivery.
Value-based pricing: Pricing a product based on buyer perceptions of value rather then actual
product costs.
Variable costs: Costs that change with sales or production levels.
Variance report: A summary of how much a company has gone above or below budget.
Visa: Stamp of approval recorded in a traveler’s passport to enter a country for a specific
purpose.
Volume incentive: See override.
Volume purchase: The purchase of large quantities of a product or service.
Voucher: Documents that are exchanged for goods and services to substantiate payment that will be or already has been made.
13
1~ of Terms
Waitlist: A list of clients awaiting tiNtSpOMiOn Or accommodations at times when they are not
available. Waitlisted clients are confined as a result Of subsequent cancellations.
Wants: Ways in which a person satisfies a basic need.
Wholesale: Sale of travel products through intermediary in exchange for a commission or fee
generally at reduced tarriffs.
Wor&o&mouth promotion: Personal communication about a product or service from one
customer to another.
Yield management: Calculating and analyzing the profits earned per customer.
14
‘4
4
‘4
a
4
4
4
a
4
a
. a
a
a
a
a
a
a
a
a
a
a
a
a
a
a
a
4
4
4
a
4
4
4
a
4
4
4
4
4
4
a
4
& ’