HomeMy WebLinkAbout2001-12-11; City Council; 16465; Request To Give Presentation By Visitors BureauCITY OF CARLSBAD -AGENDA BILL I5
AB# ~465 TITLE:
Request to Give Presentation By the North County Cdnvention
MTG. k2t! \\!@I andvisitors Bureau
DEPT. CM
DEPT. HD.
CITY ATTY.
( CITY MGR q
RECOMMENDED ACTION:
Receive presentation from Cami Mattson, President and CEO for the North County
Convention and Visitors Bureau.
ITEM EXPLANATION:
The City Council provides an opportunity for citizens and organizations to have an item
placed on a City Council Agenda by submitting a letter to the City Manager. Attached is a
letter (Exhibit 1) from the North County Convention and Visitors Bureau requesting that they
be allowed to make a presentation to the City Council regarding a proposal expanded
convention and tourism attraction services.
FISCAL IMPACT:
None
EXHIBITS:
1.
2.
Letter to Ray Patchett, City Manager, from Cami Mattson, President and CEO for
the North County Convention and Visitors Bureau dated October 31, 2001.
Proposal from North County CVB for expanded convention and tourism services.
Jonathan Jacobs, Managh~g Partner Radisson Suite Hotel Rancho Bernard0
“,ce Chaxman Allah FanveIl, General Manager Hyatt Regency Hotel La Jolla
“KC Chaxman Robert McClure, General Manager San Dqo Wdd Ammal Park
Secretary James S Farley,Attorney At Law James S. F&y Law O&es
Tlxearurer Tnn Fmnell, General Manager Del Mar Faxgrounds
Paul Corrimta, General Manager San Diego Marriott La Jolla
John D&y. Owner 101 Cafe, Ocranside
Juhan Duval. General Manager Quad Botan~al Gardens
Steve Gold. General Manager Hhn La Julia Tomy Plnrr
Jeff Grahalri PhD, Executwr Dmctar n,rch Aquarium at Scrqps
W&x,, P Haviluk, Jr., Preadmt Br General Manager LEGOLAND Cahfornia
John Haynes. Prwdrnr C&forma Center for the Arts, Escondldo
Dick H,ghh. Pubhsher North County Times
Lynn Lee, Director af Sales PRA Desonation Management
Laura McDonald Pubhc Af&,rs Manager San D,ega Gai Br Electrx Co
Jahn Peta, Managmg D,recror .La Costa Resorr 8i Spa
Robert Rauch, ManagIng D~ectar R.A Rauch d; Asroc~ates, Inc.
Tm, Stripe, Co-Pwndmt Grand Pa&c Resorts, Inc
EXHIBIT 1
CJ- e
@,4riTHeNTIc. %)IVXRSE. (;ALIFORNIA. 7-Lwb
October 31,200l
Raymond R. Patchett, City Manager
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Dear Ray:
Recently, I submitted a proposal to contract with the City of Carlsbad
for a group sales effort in visitor promotion. Can you please place it
on the City agenda sometime prior to the close of this calendar year?
I know there are many agenda items to be discussed in the next
several months. I welcome your direction in this matter.
Please feel free to call me, 760-7454741. I look forward to your
guidance.
Sincerely,
” Cami Mattson
President & CEO Paul Van Elderm. Owmr/Bmker Hanron Realty. Ercondxdo
i
Rick Mansur SenmrVxe President of Opent~ons J.C. Re\orcr, Inc.
Barbara Warden, Regional Vice President Br General Manager WIN Flnt
Preridrnt 81 CEO Cam Mattson
SAN DIECO NORTH CONVENTION 0 VISITORS BUREAU
Executive Office: 360 N. Escondido Boulevard, Escondldo, California 92025-2600
Located At Cahforma Centrr For The Arts, Escondldo
Voice: 760-745-4741 800-848-3336 Fax: 760-745-4796
Sales Office: 6120 Paseo De1 Norte, Suite L-l, Carlsbad, Califorma 92009-l 118
Voice: 760-603-1690 800-848-3336 Fax: 760-603-9570
u,ww.sandiegonorth.com
EXHIBIT 2
October 24,200l
Chaxman Jonathan Jacobs, Managing Partner Radwm Suite Hotel Rancho Bernarda
Alla,, Fan&l, General Manager Hyatt Regency Hotel LaJolla
“m Chamnan Robert McClure, General Manager San Dqo W,ld Anmal Park
Secretarv James S:Farley, Atrorney At Law James S F.&y Law O&es
TEai”K!r Tm Fennell, General Manager Dr1 Mar Faxgmunds
Pa, comam, General Mmager San Diego Marriort La Jolla
John Daly, Owner 101 CaR, Oceanside
Julm Duval. General Manager Qua,1 Botamcal Gardens
Steve Gold, Gencral Manager H&n La Jolla Torrey Pmep
Jeff Graham PhD. Executwe Director Bmzh Aquanum at Scrxppr
Wdlmn P Hav,luk, Jr., Prendent & General Manager LEGOLAND Cahfornia
John Haynes. Prerldenr California Crnm for the Arts, Ercond,do
D,ck High, Pubhsher North CounryTmer
Lynn Lee, Dxecror of Sales PRA Deronation Management
Laura McDonald Pubhc Affam Managrr San Dirgo Gas 8r Elrcmc Co
John Pero, Managmg Drector .La Costa Resort 8i Spa
Robert Rauch, Managmg Drector R A. Rauch Bc Associates, Inc.
Tm Smpr. Co-Prerldent Grand Pa&c Resorts, Inc
PaulVan Eldsren, Owner/Broker Hanson Realty, Ercondldo
:’
Rick Manrur SemorVm Prmdent of Oprranons J.C. Rerorts, Inc.
Barbara Warden, RegmnalV,ce Prmdent & General Manager WIN F,nr
Prerldent & CEO Cami Mattson
Mayor Claude A. Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Dear Mayor Lewis and Carlsbad City Council:
After attending the Carlsbad City Council meeting last night, I would like to
recommend the City Council consider a direct contract for group sales with the
San Diego North Convention & Visitors Bureau. Due to a softening economy
and a national tragedy, this additional support for the hospitality industry is
needed more than ever. Previously, there was a recommendation by the
Carlsbad Convention & Visitors Bureau to contract with the San Diego North
Convention & Visitors Bureau for this expanded scope of services in the
amount of $100,000. The item was pulled from the council agenda last night.
I would like to propose an efficient, cost-effective and streamlined approach in
contracting and reporting these services. We do wish, however, to remain
strong partners with the Carlsbad CVB working collaboratively together.
1.
2.
3.
4.
5.
Create a contract direct with the San Diego North Convention & Visitors
Bureau for the reduced price of $50,000. The San Diego North CVB will
match it 2 to 1.
The San Diego North CVB will designate Jill Knox as the Carlsbad specific
liaison, coordinating sales efforts with the Carlsbad hospitality industry and
communicating regularly with the Carlsbad Convention & Visitors Bureau.
This will prevent duplication and maximize collaboration.
The San Diego North CVB will provide quarterly reports to the Carlsbad
City Staff and Council on its trackable, measurable business booked into
Carlsbad. An activity report summary will also be provided.
Carlsbad dollars will be used to promote Carlsbad.
In order to yield maximum revenues to the City of Carlsbad, the San Diego
North CVB will remain flexible in its sales plan and adjust activities
accordingly to match economic and market trends.
SAN DIECO NORTH CONVENTION 0 VISITORS BUREAU
Executwe Office: 360 N. Escondldo Boulexxrd, Escondido, Cahfornia 92025-2600
Located At Califorma Center For The Arts, Ercondldo
Voice: 760-745-4741 800-848-3336 Fax: 760-745-4796
Sales Office: 6120 Paseo De1 Norfe, Sute L-l, Carlsbad, California 92009-l 118
Vmce: 760-603-1690 800-848-3336 Fax: 760-603-9570
www.sandiegonorrh.com 0 3
:. .
6. Regardless of membership, if clients request a specific hotel property in
Carlsbad, we will work aggressively to contract business with the hotel. On
a special note, there are only 2 hotel properties (one owner) that can
accommodate group sales in Carlsbad that are non-member hotels of the
San Diego North Convention & Visitors Bureau. We anticipate them
joining our organization in the upcoming year.
7. We are in unpredictable times and it is nearly impossible to project ultimate
investment returns. The San Diego North CVB feels confident that it will
provide a return much greater than the City’s investment. Our goal is to
produce between $750,000 and $l,OOO,OOO in visitor spending for the City
of Carlsbad.
This proposal will allow direct reporting to the City of Carlsbad from the San
Diego North Convention & Visitors Bureau whom are the experts providing
the service. We have a trust relationship built with City Staff and City Council
and can provide accurate, direct, clear and timely answers to City questions
regarding our services. This will eliminate multiple reporting layers and filters.
Quarterly payments to the San Diego North Convention & Visitors Bureau
direct from the City of Carlsbad will also eliminate multiple invoicing,
paperwork, and transfers of City funds. Streamlining operations will allow the
San Diego North CVB to focus on selling Carlsbad.
I have attached a competitive advantage overview of the San Diego North
Convention 8t Visitors Bureau and an executive summary of the Carlsbad
supplemental sales plan. I am aware that you have a previously submitted
Carlsbad Detailed Project Plan that we produced. As stated previously, we will
continually evaluate project plans and adjust them accordingly to match market
and economic trends. The overall strategy will remain the same.
Most respectfully,
Cami Mattson
President & CEO
cc: Raymond Patchett
Cynthia Haas
Kurt Burkhart
0 Y
Chaxman Jonathan Jacobs, Managmg Partner Radisson Suite Hotel Rancho Bernardo
Vice Chaxman Allan Farwell, General Manager Hyatt Regency Hotel La Jo!la
Vice Charman Robert McClure. General Manager San “,rgo Wild Anmul Park
Secretary James S. Farley,Attorney At Law James S. F&y Law O&es
T~.Z~S”K% Tm Fcnnell, Geneal Manager Del Mar Fargrounds
Pad Corrmta. General Manager San D,ego Marriott La JoUa
John D.&y, Owner 101 CakZ, Oceanside
J&an Duval, General Manager Quail Botanical Gardens
Steve Gold, General Manager Hilton La Jalla Tory Pines
Jeff Graham Ph.D Exeecutwe Dlrc‘ror B,rch Aquarum at Scrqps
Wilham P Hawluk. Jr, president di General Manager LEGOLAND Caliioorma
John Haynes, Prendent Califorma Center for the Arts. Escond>do
Dxk High, Publehrr North CounqvT~mes
Lynn Lee, Director of Sales PRA Dertmaaon tvlanagrment
Laura McDonald Pubbr At&us .Manager San Dxgo Gas B Blectnc Co.
John peto, Managing Director .La Cosra Resort 8; Spa
Robert Rauch. Managmg Drecror R.A. Rauch 8r Assoc~ater. Inc.
Tm Stripe, Co-prwdent Grand Pa&c Resorts, Inc
Paul “an Elderen. Ouner/Brokcr Hanson Realty Escondido
R,ck Mansur SemorV~e President of Operadons J.C. Resorts, Inc.
Barbara Warden, RegionalVice President 8s General Manager WIN Fmt
Prrsxdenr 8: CEO Caml .Mattron
San Diego North Convention & Visitors Bureau
Carlsbad Supplemental Sales Plan
Executive Summary
The San Diego North Convention & Visitors Bureau is a non-profit
organization incorporated to promote San Diego North as a premier, year-
round resort destination for the benefit of its members and its communities.
The San Diego North CVB sales plan will expand and complement the existing
scope of services provided by the Carlsbad Convention & Visitors Bureau.
Through a new and aggressive sales effort, the San Diego North CVB’s goal is
to produce between $750,000 and $l,OOO,OOO in visitor spending to the city of
Carlsbad for a $50,000 investment. Supplemental sales will leverage
promotional dollars and maxim&e visitor spending to Carlsbad in an effective,
efficient, and non-duplicative manner. The San Diego North CVB is
committed to working in a collaborative fashion with the local hospitality
industry and all promotional entities.
We realize that each city is uniquely positioned in the region. Carlsbad stands
out as a world-class destination catering to those seeking preferred resorts,
family recreation, golf, beautiful beaches, small meetings, and romantic
getaways. The San Diego North CVB experienced sales team is poised to
increase sales bookings to Carlsbad by leveraging the organization’s
promotional dollars, market expertise, and strategic alliances.
The San Diego North CVB targets meeting planners and visitors in the United
States with an international emphasis in Canada and Europe. A supplemental
sales plan for Carlsbad will generate business leads for the Carlsbad hospitality
industry through participation in 12 travel and trade shows; 35 solicitation calls
per day; 11 personal sales trips; 6 direct-mail campaigns; 4 familiarization tours,
and multi-business packaging. Target markets include, corporate, incentive,
association, travel industry and SMERF (social, military, education, religious,
fraternal).
Consumer direct sales for the independent leisure market will also be an added
benefit of our Carlsbad supplemental sales plan. Through the Bureau’s web
site and telephone reservations line, consumers will book travel packages in a
customized selection process. Promotional efforts will highlight Carlsbad
features including golf, family recreation, and romantic getaways.
Our goal is to promote Carlsbad as an unbeatable destination, attracting visitors
who demand an experience that is a reflection of themselves; unique,
successful, and discriminating.
SAN DIEGO NORTH CONVENTION 0 VISITORS BUREAU
Executive Office: 360 N. Escondldo Boulevard, Ercondldo, C&forma 92025-2600
Locared At C&forma Cenicr For The Arts. Ercondldo
Voice: 760-745-4741 800-848-3336 Fax: 760-745-4796
Sales Office: 6120 Paseo Del Norte, Suite L-l, Carlsbad, California 92009-1118
Voice: 760-603-1690 800-848-3336 Fax: 760-603-9570
San Diego North Convention 8z Visitors Bureau
Carlsbad Supplemental Sales Plan
Table of Contents
I. Objective
II. Current Market Situation
III. Opportunity and Issue Analysis
Iv.
V.
Sales Plan
A. Markets
B. Sales Strategies
Conclusion
Objective
The San Diego North CVB goal is to generate between $750,000 to $l,OOO,OOO
in visitor spending to the city of Carlsbad, contributing to the economic health
and quality of life for its residents. The Bureau’s strength and expertise in
group sales will allow it to emphasize Carlsbad as a premier, year-round
destination with world-class accommodations and attractions.
Current Market Situation
The Carlsbad tourism product has grown dramatically in the last few years. An
expanded sales effort is needed to meet the demanding needs of global
attractions, resorts, and recreation. A softening economy and a national
tragedy have made the hospitality industry vulnerable with declining occupancy
and revenues. A supplemental sales plan will leverage promotional dollars and
deliver value-added programs to support the hospitality industry and the
existing marketing efforts of the Carlsbad Convention & Visitors Bureau. A
strong focus on the drive market will be emphasized.
Opportunity and Issue Analysis
Carlsbad continues to draw many visitors because of its unspoiled attributes
delivering an authentic Southern California experience. The resorts, attractions,
retail, and recreation truly define Carlsbad as refined, elegant, and sophisticated.
Carlsbad continues to grow and emerge as a world-class destination.
The potential for tourism growth in Carlsbad is tremendous, but we must
balance this with the needs and desires of the community and the citizens of
Carlsbad. Surveys have shown that visitors want Carlsbad to remain unspoiled
and uncrowded. Residents are concerned that further development will detract
from the positive attributes that give Carlsbad its character. The San Diego
North CVB understands the need for balance in tourism development and the
quality of life for the Carlsbad residents.
The San Diego North CVB is anxious to promote Carlsbad and introduce new
groups and visitors to the natural beauty and casual elegance that sets Carlsbad
apart. As more group and transient leisure business come to Carlsbad, the
revenue from the transient occupancy tax (TOT) will continue to increase the
City’s general fund. With the TOT approaching $10 million annually, the City
of Carlsbad can continue to improve the quality of life for its residents with its
state-of-the-art library, increased safety, and improved communiq programs.
0 7
Sales Plan
The San Diego North CVB team members are proven experts in the generation
of group business and transient leisure sales. We are best equipped to service
Carlsbad within the sales scope of services. Collectively, our staff has 100 years
of experience in the hospitality industry. Our track record of business booked,
current positioning, sales strategies and existing client base give us the unique
advantage of being a top sales producer for Carlsbad.
Markets
corpomt~
Xncentiv:
Association:
SMERF..
Single property meetings of 30-350 people
Reward-based travel programs
Membership-based organizations with multiple meetings
Social, military, educational, religious and fraternal
grOUPS Travel Inah-try AU, Amtrak, travel agencies, international and
domestic tour and receptive operators, wholesalers,
airline vacation companies
Sales Strategies
Phone solicitation/ prospecting
Personal sales calls to targeted markets
Buyer site inspections
Meeting planner familiarization tours
Tour planner familiarization tours
Trade and travel show attendance
Direct mail campaigns
Product launches for wholesale and airline vacation companies
Advertising and editorial in trade brochures
Email solicitation and promotions
Customized internet travel packaging
Online reservations and ticket sales
Hot date promotions
Search engine maximization
Link saturation
Toll-free hotel reservations
Conclusion
The San Diego North Convention and Visitors Bureau’s goal is to generate
between $750,000 and $l,OOO,OOO for the Carlsbad economy through group
sales. The City’s $50,000 investment will bring further business to Carlsbad
and therefore contribute to the quality of life for its citizens.
Charman Jonathan Jacobs, Managing Parrner Radmon Sum Hotel Rancho Bernardo
Vu Chairman Allan FarweLl. General Manager Hyart Regency Hotel La Jolla
Vxe Chaxman Robert McClure. General Manager San D,ego Wild Ammal Park
Secretary James S. F&y, Attorney At Law James S. F&y Law OlEcrs
Treasurer Tim Fennell, General ‘Managm Del Mar Fargrounds
Paul Corsmita, General Manager San Dxgo Marriott La Jolla
John D&y, Ownrr 101 CaR, Oceanrldr
Julian Duval, General Manager Quail Botamcal Gardens
Steve Gold, General Manager Hilron La Jolla Torrey Pmer
Jeff Graham Ph.D. Execunvc Dirrctur Bxch Aquarium at Scripps
Wi”,am p Hawluk, Jr., Prrsldent B General ,Manager LEGOLAND C&forma
John Hayncr. President Califorma Center for the Am, Escondldo
Dtck Hqh. Pubhshrr North County Tlmes
Lynn Lee, Dmxtor ofSales PRA Desnnation Managemenr
Laura McDonald Pubhc A&m Manager San Diego Gas 8s Electnc Co.
John peto, Managmg Dnrrctor La Costa Resort ‘% Spa
Robrrt Rauch, Managmg D~rectar R.A. Rauch 81 Arroaates, Inc.
Tm Stripe, Co-Prrndent Grand Patic Resorts, Inc
PaulVan Elderen, Owner/Broker Hanson Realty Escond,da
Rick Manrur Semor”,cr President of Oprranonr J.C. Resorrs, Inc.
Barbara Warden, RegmnalVxe Prer,dent h General Manager WIN Fmr
Pres,dent 8r CEO Cami Mattson
Competitive Advantage Overview
wistory & Track Record
The San Diego North CVB opened its sales office in the spring of 1996 in
Carlsbad with the intention of being a long-term partner in selling and
promoting Carlsbad. Each year, booked business has grown exponentially to
Carlsbad from the San Diego North CVB, including a 120% growth in
consumed revenues in just the last two years.
Quality over Quantity
The San Diego North CVB currently specializes in generating quality leads for
Car&bad. Leads are customized to specifically fit Carlsbad properties in order
to maximize the conversion rate of booked business. Beyond generating well-
qualified leads, the sales staff of the San Diego North CVB will continue to
assist Carlsbad, with its varied levels of hospitality product and sales
sophistication, in closing the business with travel & meeting planners.
Area & Product Abowledge
Carlsbad encompasses over 42 square miles. As a destination, Carlsbad has
superior accommodations, retail, attractions, beaches, golf, lagoons, and
restaurants. It is our staffs priority to educate themselves about the entire
Carlsbad destination. The San Diego North CVB sales team dedicates time to
visit properties and learn about business renovations, expansions, new
development, special events, new staff members, and destination highlights in
order to competitively close group business. Whether it is weekend art displays
in front of the Carlsbad Inn, silent rail tracking behind the Hilton Garden Inn,
a Christmas Tree Lighting at the Carlsbad Company Stores, swing dancing at
Neimans, or lagoon preservation activities by the Four Seasons Resort Aviara,
the San Diego North sales team knows the intricate details of Carlsbad.
StaffEqemke
The entire staff of the San Diego North CVB has never lost passion or drive
for selling Carlsbad, even without city funding. Group business and promotion
have grown every year since opening our sales office. We have proven we are
not fair-weather partners. We have been and continue to be a contributing part
of Carlsbad. The entire staff of the San Diego North CVB is proud to
promote Carlsbad with our 100 cumulative years of hospitality experience.
SAN DIECO NORTH CONVENTION 0 VISITORS BUREAU
Executive Office: 360 N. Escondldo Boulewrd, Escondldo, Califorma 92025.2600
Locared At Callforn,a Cenrer For The Arts, Escondldo
Voice: 760-745-4741 800-848-3336 Fax: 760.7454796
Sales Office: 6120 Paseo De1 Norre, Sum L-l, Carlsbad, Cahfornia 92009-1118
Voice: 760-603-1690 800-X48-3336 Fax: 760-603-9570
, .
Local G&bad Involvement
Our efforts go beyond Carlsbad group sales. We are also part of the
community. Various board meetings, sales meetings, and annual meetings have
taken place in Carlsbad. Strong relationships have been established over many
years with the Carlsbad City Council, City staff, chamber of commerce, and
community leaders. Transportation solutions have been initiated for visitor
ease with Contactours picking visitors up at Carlsbad hotels to visit downtown
attractions, as well as bringing San Diego visitors up to Carlsbad. Education
programs have been supported to increase Carlsbad’s labor pool with the
hospitality industry. This included San Diego North CVB’s collaboration with
the Carlsbad Chamber of Commerce, Carlsbad hospitality industry, Carlsbad
high schools, and Mira Costa College.
Cailsbad Focus and Rio&y
The San Diego North Convention & Visitors Bureau is dedicated in selling
Carlsbad as the premier year-round resort destination. Our branding campaign
positions San Diego North and Carlsbad to be San Diego’s premier region,
making it a first-choice preference in the minds of travel and meeting planners.
Our sales office is located in Carlsbad because we are committed to a long-term
partnership with the City and its hospitality industry. Carlsbad continues to be
a primary focus and an icon for the San Diego North region. Currently, over
20% of the San Diego North CVB sales efforts go toward Car&bad. Carlsbad
is mentioned and highlighted in 50% of our travel planning and conference
guide, a primary tool for promoting and closing group business. The San Diego
North CVB exists and has grown because of the need for this region to receive
supplemental sales & marketing that it had not been receiving previously.
Free Supplemental Promotions
Beyond group sales, Carlsbad will continue to be a priority and focus in all
marketing areas and promotional tools of the San Diego North CVB on a
complimentary basis. This includes its travel planning guide, web site, direct
mail, public relations, brand/identity book, trade show booth, referrals, online
reservations, and events calendar. Currently, the name Carlsbad appears in the
San Diego North conference and travel planning guide 182 times comprising ‘/2
of its pages; 25% of the guide’s ad space is purchased by a Carlsbad company
or mentions Carlsbad in an ad; The name Carlsbad appears 148 times on the
San Diego North web site; Carlsbad is mentioned 33 times in the Bureau’s 48-
page story angle book for the media, including 25 specific Carlsbad story
angles, and 20 more general angles relating to Carlsbad; Carlsbad photographs
appear throughout the Bureau’s travel planning guide and on its cover;
Carlsbad photographs also appear on every direct mail piece, the Bureau’s trade
show booth, branding guideline book, story-angle book, and in its advertising.
Again, it is important to emphasize that the above services and promotions are
complimentary and are an added bonus to the services provided in the new
group sales contract.
Local Cazisbad Business Rapport & Support
We currently work closely with the majority of hotels, attractions, and tourism
related businesses in Carlsbad enjoying a strong relationship of trust and
dependability. We are always accessible by phone and in person. Our office is
within 5 minutes of most Carlsbad businesses. Loyalty has been built and
support is strong between the San Diego North CVB and the Carlsbad
hospitality industry.
Thank you.
0 \I
September 7,200 1
AGENDA ITEM #
c? Mayor
city Council
Ciw Mana$r
City Attorney
City Clerk
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92018
Mr. Mayor and Esteemed City Council Members
I would like to take this opportunity to strongly recommend that the city of Car&bad fund the San Diego North Convention & Visitors Bureau sales effort so that they can continue to promote the City of Carlsbad
as a tourism destination.
I have had the pleasant opportunity to work with Jill Knox and her staff over the last 3 years, and they have
been responsible for generating some very good business for our Fairfield Inn by Marriott Carlsbad near
Legoland and several of our other properties located in North County.
Jill and her staff have been instrumental in bringing several high profile accounts to the table for Carlsbad including Walt Disney Travel, American Airlines Vacations and I-RN to name but three.
Their focus has always been North County San Diego and Carlsbad in particular. Jill and her staff have promoted Carlsbad without funding tirelessly at every show they attend and are responsible for bringing
several pieces of new business to the City of Carlsbad. They have also organ&xl ground transportation through Contactours that is necessary to secure much of the Tour & Travel business that we badly want to
attract to the area. This ground transportation also allows us to compete against San Diego proper as well
by providing needed transportation from Carlsbad Hotels to key tourist destinations within the drive market. This is essential as many of our tour and travel clients do not arrive by car or are not comfortable
driving in North America and this was a pre requisite for clients such as Walt Disney Vacations.
I urge you to provide the dollars necessary San Diego North C.V.B. to continue representing Carlsbad, they
have the relationships in place already that are necessary to successfully represent my hotel and the other tourism dependent businesses in Carlsbad. Without successful representation, business will fall off and
much less TOT tax dollars will be available to the community of Carlsbad.
They are always professional in their manner and focus to bring new business to North County and
Carlsbad in particular. Lets show our appreciation for their hard work and efforts to promote Carlsbad and
support them now with the dollars they need before we loose this valuable asset.
Sincerely,
Steve Chelew
Director of Marketing
1775 Hancock Street, Suite 185, San Diego, CA 92110 P (619) 296-9610 F (619) 296-9124
www.PinnacleHotelsUSA.com
FOUR SEASONS RESORT
AGENDA ITEM # / <
December 6,200l
Mayor Claude “Bud” Lewis
and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
c: Mayor
City Coumil
City Manager
City Attorney
City Clerk
Dear Mayor Lewis and Carlsbad City Council,
The Four Seasons Resort Aviara has enjoyed being a part of the Car&bad business
community since opening in August of 1997. The Aviara Golf Club has been a part of
this community for over ten years.
Over the years, we have seen the tourism industry change dramatically in Q&bad. The
addition of more world class resorts and attractions has further defined the city as a
premier Southern California destination.
The growth in Carlsbad has paralleled that of the region, specifically San Diego North. I
feel that the Four Seasons Resort Aviara and the Carlsbad business and tourism
community would benetit from sales representation by the San Diego North Convention
and Visitors Bureau.
Thank you for your support and best wishes for a wonderful Holiday Season.
Sincerely, Sincerely,
-anag er
7100 FOUK SEASOKS POINT, CARLSBAD. CALIFORNIA 92009, U.S.A.
TEL: (760) 603-6800 FAX: (760) 603-6801 WORLD WIDE WEB: www.fourseasons.com
DEFINING THE ART OF SERVICE AT 40 HOTELS 1N 19 COUNTRIES
760 Macadamia Drive
- -----7Tn f!!WlL- 9 &lrnott -INN,
Carlsbad
Carlsbad, California 92008
7601438-2828
7601438-8181 Fax
AGEND ~AllEM# /O
December 7,200 1 C: MZtjW City Comcil Ci”rj ramx&w
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92018
city A?tcsney
city @Isrbi
Dear Mr. Mayor and Esteemed City Council Members,
Is has been brought to my attention that the San Diego North Convention & Visitors Bureau is currently
requesting funding from the City of Carlsbad, to continue promoting the city as a tourism destination.
While it is true that Carlsbad has a well deserved reputation as a jewel of North County, I have no doubt
that the San Diego North Convention & Visitors Bureau has played a significant role in increasing the exposure of the city as a business and leisure destination. Quite honestly, I was amazed to learn all their
efforts for the city have been made without funding, and I think shows the level of dedication that they have
for promoting North County. While in the past they have been able to do so, it is understandable that in
these uncertain economic times, maximizing all sources of funding is essential in continuing to provide the
high level of service that they pride themselves on.
Jill Knox, Cami Mattson, and their staff have done a remarkable job in promoting Carlsbad, as well as all
of North County. They work tirelessly to understand the needs of their members, as well as guest coming to
the area, and match them with, or establish the services they need to create a memorable stay. I know t?om
personal experience that the staff makes a concerted effort to be knowledgeable about all levels of
accommodations in Carlsbad, and are continuously involved with the people and events shaping the character of the City of Carlsbad.
As the Director of Sales at Fairfield Inn Carlsbad, we have benefited tremendously t+om their efforts, as I
know other hotels in Carlsbad have. As a relatively unknown, newly renovated hotel, the San Diego North
Convention & Visitors Bureau has been directly responsible for our relationship with Walt Disney Travel,
Travel Connections, and Hotel Reservations Network, which have become three of our top clients. In
addition to bringing the revenue into our hotel, that has also helped retain the spending dollars of these
guests into Carlsbad, and increased the TOT dollars which directly benefit the city. It can definitely be said
that the efforts of Jill and her staff are responsible for bringing and keeping a tremendous amount of revenue into the City of Carlsbad.
In addition, I can say without a doubt that failure to provide funding for the San Diego North Convention &
Visitors Bureau, resulting in a loss of their representation for the city, would produce a direct loss of
revenue for my hotel, as well as other hotels and attractions in the City of Carlsbad
I appreciate your thoughtful consideration of this matter, and thank you in advance for making a decision
that will most benefit the beautiful city you serve.
Sincerely, n
ChristL@atthews Director of Sales
12-67-81 13:3&l EXECUTIVE OFFICE ID=17689185488 P.81
l!l LEGOLA’ D. IJ CALIFORNIA
AGENDA ITEM # 1s
December 7,200l
Honorablc Claude A. “Bud” Lewis City of Carlsbad
IZOO Carlsbad Village Drive
Carlsbad, CA 92008
CI Mayor
City Council
City Manager
City Attorney City Clerk
Dear Mayor:
IJnfortunately, a meeting that I have to attend with LEG0 Senior Managcmenr in Enfield,
CT is taking place during your Council Meeting OJI Tuesday, December I Ith, when the City will consider funding a group sales effort within San Diego North Visitors &
Convention Bureau.
T currently serve on the board of the SDNCVB and can support their solicitation for
funding, which in turn will support tourism business for the City of Carlsbad. On a
personal note, the events of September 1 lr” have caused a severe downturn in business
for LEGULAND from oursidc the state of California. While LEGOLAND has a
significant Sales and Marketing budget, we do rely on the efforts of everyone involved in
tourism promotions, including the work ofSDNCVB.
1 would ask for your support in approving the funding of a group saIes effort with SDNCVB. I appreciate your time and consideration on this important matter.
BiYl Havi luk
One LEG0 Drive Carlrbadd. California 92006 USA Fhonc (760) 9 I&5300 fax (760) 9 18-5459
r2- 7-01; 4:27PM;Carisbad CO. stores ;7606049000 # I/ 1
December 7,2001
Mayor Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Dr.
Carlsbad, CA 92008
AGENDAITEMPI / 1 c
c: hkQu
City G3,unrcil
CLy Manwer
CZy Attomey
City Clerk
Dear Mayor Lewis and city council;
Since I am unable to attend neti Tuesday’s city council meeting, 1 am sending this letter
in regards to the San Diego North Convention & Visitor’s Bureau group sales proposal.
Over the past four years I’ve watch Carlsbad become a destination in it’s own right. This
has occurred through the efforts of not only the Carlsbad Convention &: Visitors Bureau,
but also those of the San Diego North and San Diego bureaus, as well as individual
business such as Carlsbad Company Stores and Legoland.
I have worked closely with the sales stafFof the San Diego North bureau on everything
from trade shows to fam tours to sales calls. The sales staff has always proven to be of
the highest caliber of professionals, and has provided Carlsbad Company Stores with
proven results. In addition to working in partnership with us on bringing business to
Carlsbad, they have also supported our individual efforts including providing co-op
funding.
1 have served on the board of the Carlsbad Convention & Visitors Bureau since my
arrival in Carlsbad over four years ago, and support and applaud the efforts made by their
staff. However, there is much to be done by the bureau staff as travelers and the travel
industry continues to hear about this wondefil “jewel”, I believe that the city and the
bureau can benefit from a group sales effort, one that can dedicate the staffand resources
to focus on that area of business.
Tf you have any specific questions that 1 can answer, please let me know.
Sincerely,
Anita Boeker
Marketing Director
COMPANY STORES
5620 Paseo Del Norte. Suite 100, Carlsbad. California 92008
(760) 804.9000 FAX (760) 804.9044
@ Hilton Garden Inn y CarlsbadEeach AGENDAlTEkl# /s c:G+rny
December 5, 2001
Mayor Claude “Bud” Lewis &
Carlsbad City Council Members
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
c: Mayor city CounlA
City Managor
City Attorney
city Clerk
Dear Neighbors,
Having opened a beautiful new ocean view hotel in Carlsbad just over a year ago, I can attest
to the tremendous assistance I personally received from the staff of the San Diego North
Convention and Visitors Bureau. As I was working out of a trailer on the dirt lot as construction
was on-going, I was always working with the knowledge that any needs I had, any advise I
requested, any question I needed an answer to; I could call upon SDNCVB to happily assist me
with my inquiries.
Being the new kid on the block isn’t always easy, but with the help of everyone involved with
the SDNCVB, the business sure seemed to come easier for me. I have found the local area
businesses are benefiting and prospering, in part, because of the talents within the SDNCVB.
The sales personnel involved with SDNCVB are knowledegbale of the entire North County area.
I find that the local business needs and concerns are important to the sales staff. They are
proactive in soliciting new leads, generating additional opportunities for every aspect of
business in Carlsbad.
Being in the hospitality business, especially during times of stress and uncertainity, it is most
reassuring to know that there are quality people involved with the SDNCVB to assist in
establishing additional contacts. Sometimes it’s not enough to be the best at what you do. If
no one knows about you, you can’t get off the ground floor. With the assistance of the
professional staff at the SDNCVB, my property has prospered and has become very well known
for our quality product and service.
I feel that the City will benefit profusly in contracting the SDNCVB sales team. The expertise
they have in promoting this wonderful city is an overwhelmingly strong benefit. The SDNCVB
has shown a focus in promoting Carlsbad in collaboration with all of the various entities of this
fine city.
I ask that you fund this great organization and let’s all continue to prosper and grow.
Sincerely,
I/ Yolanda P. Silva
Director of Sales and Marketing
Hilton Garden Inn Carlsbad Beach 6450 Carlsbad Boulevard, Carlsbad, CA 92009
Tel: 760 476 0800 Fax: 760 476 0801
Reservations: www.bilton.com or l-800-HILTONS
R aintree
BANQUETS & CATERING
755 RAINTREE DRIVE. CARLSBAD, CA 92009 (AT I-5 & POINSETTIA LANE)
(760) 438-7919 Fax (760) 431-9212
www.raintree-restaurant.com
December 6,200l
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Cat&bad Village Drive
Carlsbad, Ca. 92008
Dear Mayor Claude “Bud” Lewis and Carlsbad City Council:
The San Diego North Convention and Visitor’s Bureau has promoted our two Carl&ad
properties for many years. On numerous occasions, the bureau’s sales team has brought
potential clients to the Raintree and the Inns of America for tours and information
packets. I have always appreciated the dedication and professionalism that the bureau’s
employees’ processed.
On a weekly basis, they send sales leads, via fax. The sales leads include information on
customers and how our facilities can accommodate them. On a monthly basis, they send
labels on potential clients, which also serves as a convenient way to promote our
properties.
The San Diego North CVB has played a valuable role to the success of our accounts
outside of Carlsbad. Although most of our business accounts are local, the San Diego
North CVB has put us on the map outside of our neighborhood. On behalf of Raintree
Restaurant and Inns of America, I encourage you to consider assisting the San Diego
North CVB so that they may continue promoting our beautiful city.
Director of Banquets and Catering
cc: Cami Mattson
San Diego North CVB
AGENDA CTEM # /x
c: Mayoa-
cat-y Coamt;El
C&y Mamtger
my Am-my
City Clerk
FULL SERVICE RESTAURANT * COMPLETE BANOUET FACILITIES * OFF PREMISE CATERING
December 4,200l
2’4
*GaVWV
Carlsbad by the Sea
CALIFORNIA
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Dr.
Carlsbad, CA 92008
Dear Mayor Lewis,
I understand the City of Carlsbad is considering providing funding for the San Diego
North Convention and Visitors Bureau. I am writing to lend my full support to this.
The San Diego North Convention and Visitors Bureau has worked diligently to provide
our hotel with top quality sales leads which have benefited us greatly. The
professionalism and dedication of the staff is commendable.
I can say without hesitation that the San Diego North Convention and Visitors Bureau is
a valuable asset to the Carlsbad area and I urge you to do all that is in your power to
continue our area’s relationship with them.
Sincerely, ,
Gene%al Manager
AGENDA ITEM #i / t(
c: Mayoi
CiZy Cou;,:E;iI
Ciiy Manq;er
city Atiw.:oy
city Clerk
850 Palomar Airport Road l Carlsbad, CA 92008 l Telephone: (760) 438-7880 l Fax: (760) 438-1015
Reservations 1-800-HOLIDAY (465-4329) l w w w. C a r 1 s b a d H o 1 i d a y I n n . c o m
Property Operated by Woodbridge Hotel’s Inc.
E HOTELS
December 4,200l
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Dr.
Carlsbad, CA 92008
Dear Mayor Lewis,
I am writing to endorse the funding of San Diego North Convention and Visitors Bureau
by the City of Carlsbad. Woodbridge Hotels manages the Carlsbad Holiday Inn property
as well as several others throughout California.
Over the course of the past six years with all of the changes that have taken place in
Carlsbad it has been reassuring to know the San Diego North Convention and Visitors
Bureau was an unflagging resource that the area hotels could rely on for sales assistance.
The quality and quantity of sales leads provided by this organization has never wavered.
I am certain that whatever funding the City of Carlsbad provides to the Convention and
Visitors Bureau will be returned to the area’s economy many times over. It is for this
reason I urge you to give full consideration to providing the funding they require to
continue the level of service we have come to count on. /”
Sin .rely,
$ L b * AGENDA ITEM # I.5
ANDREW G. WARREN
PRESIDENT & CEO
c: Mayar
City @ouncil
Ciky Manager
City Attorney
city Clerk
“B~ilbing Bribges to Sbiccess”
-
850 PaIomar Airport Roab l car[sbaa, CA 92008 l Tel: 760-930-3840 l Fax: 760-930-3821
2’8
ttopid~~VU%f
Carlsbad by the Sea
CALIFORNIA
December 4,200l
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Dr.
Carlsbad, CA 92008
Dear Mayor Lewis,
I would like to strongly endorse the funding of the San Diego North Convention and
Visitors Bureau by the City of Carlsbad. I have worked with Jill Knox of the ConVis’
sales office on many occasions. Jill is a true professional, which is proven by the quality
of the group sales leads that are consistently produced by her staff.
I have personally attended trade shows with San Diego North Convention and Visitors
Bureau and have always been impressed with the seamless manner in which they
represent the many North County Hotels and attractions.
If you should have any questions that I can be of assistance with, please feel free to call
me directly at 760-930-3814.
Sine rely, k
AUXNDA ITEN 8) j, /c
G: h&k&
ciity cx..icl?
city I\&mYjor
city A;3 ,s .:ay
city c;c?zh
850 Palomar Airport Road l Carlsbad, CA 92008 l Telephone: (760) 438-7880 l Fax: (760) 438-1015
Reservations l-800-HOLIDAY (465-4329) l www.CarlsbadHolidayInn.com
Property Operated by Woodbridge Hotel’s Inc.
GIA
GEMOLOGICAL INSTITUTE OF AMERICA
December 11,200 1
Mayor Claude “Bud” Lewis and Carlsbad City Council
City of Carlsbad
1200 Carlsbad Village Drive
Carlsbad, CA 92008
The Robert Mouawad Campus
5345 Armada Drove 1 Carlsbad CA 92008
Telephone: (XXI) 603-4000
AGENDA ITEM #
C: Mayor
cizy Cou;ic;il
C&y Rlanq;c?r
City Atk: s::cy
cay CIeryI
Dear Mayor Lewis and City Council,
I work in the Education Department for Gemological Institute of America in Carlsbad.
Approximately fifty percent of the students that attend GIA are international and most
all of the students know very little about Carlsbad or San Diego.
It is my job as a Student Services Advisor to assist new students with their housing and
activities. During the past five years San Diego North Convention & Visitors Bureau
has helped me with this job by graciously supplying Travel Planning and Conference
Guides for each GIA Student. As you are probably aware, this guide highlights the arts,
entertainment, golfing, shopping, hotels, restaurants, events, etc. for not only the San
Diego North County area, but also Carlsbad. This guide is a valuable resource for the
students acclimating to the Carlsbad area.
Also, as additional support from 1997 through 1999, a San Diego North staff member
personally came to each new student orientation (monthly) giving an overview of San
Diego, North County and Carlsbad. This is just a sample of their dedication and
loyalty to the Carlsbad community.
I have enjoyed working with this organization during the past five years and look
forward to many future years together. I urge you to consider their request for funding.
Sincerely,
@j$--& &, &)+-$---
Cleta L. Wright” G
Student Services Advisor
Ext. 7304
Cc S. D. North Convention & Visitors Bureau
The Nonprofit Educational Institution of the Jewelry Industry Since 1931 Carlsbad / New York 1 Tokyo 1 Osaka / Set0 1 Talppl ~ Vlcmza 1 Bangkok 1 Hong Kong
GhNDA ITEM # /cc
December II,2001
Mayor Claude “Bud” Lewis
Carlsbad City Council
1200 Carlsbad Village Drive
Carlsbad, CA 92008
Dear Mayor Bud Lewis and Carlsbad City Council,
It has come to my attention that the City of Carlsbad is
considering funding a group sales effort with either the San
Diego North Convention and Visitors Bureau or the Carlsbad
Convention Bureau.
I have always been supportive of both organizations, as both
have promoted Carlsbad and The Flower Fields. Since Kurt
Burkhart has been appointed head of Carlsbad Convis, I
have seen the professionalism of the organization improve
greatly. The Flower Fields of course pays no membership
fee to be promoted by Carlsbad Convis, and they have done
an outstanding job for us in the last year.
San Diego North has provided exceptionally professional
services to us throughout the years they have been in
Carlsbad. The Flower Fields of course pays a fee to be a
member of San Diego North. I received a letter from San
Diego North asking me to write a letter supporting their
efforts to City Council. However, within the letter written to
me was the threat that “San Diego North can no longer
S:UONILe.ttersLewis.doc
5600 AVENIDA ENCINAS SUITE 100 CARLSBAD, CA 92008
TELEPHONE 760 930-9 123 FAX 760 43 l-9020 www.theflowerfields.com
provide their services at the same level without the help of
Carlsbad City funding.” I personally find it appalling that as a
paid member of San Diego North our attraction would not be
promoted because Carlsbad City Council may not give them
funding. If this was a true threat, then I believe all the
properties of Carlsbad would have to drop their membership
in San Diego North - as they would not be getting any
dollars worth of promotion.
Carlsbad is fortunate to be a unique destination with top
notch reports, attractions and recreation. We are fortunate
that even with the softening economy and a national tragedy,
Carlsbad continues to grow and emerge as a world class
destination.
It is extremely important that if the City Council approves
funding for group sales, that they pick an organization that
can be held accountable for every dollar spent within the city
of Carlsbad - and that they pick a group that truly has
Carlsbad’s best interest at heart. I believe that Carlsbad
Convis meets that criteria, and I hope that the City Council
will provide funding for group sales to Carlsbad Convis.
Sincerely
JLI FJ\:
Joni Miringoff
Group Sales/Special Events Director ’
S:‘JONlUztters\Lewis.doc