Loading...
HomeMy WebLinkAbout2003-10-07; City Council; 17330; Community Promotion ServicesAB# 17,330 MTG. 9YZaVW DEPT. ED 10.- 7 - 0 3 8 i3 I .. z 0 F 2 J 0 z 3 0 0 I TITLE: CONSIDERATION AND APPROVAL WITH THE SAN DIEGO NORTH CONVENTION AND VISITORS BUREAU FOR COMMUNITY PROMOTION SERVICES CITY Amy. CITYMGR a RECOMMENDED ACTION: ADOPT Resolution No. 2003-256 approving a on2 (1) year contract for basic group tourism promotion, effective October 1, 2003 and through June 30,2004, and authorize the Mayor to execute an Agreement between the City of Carlsbad and the San Diego North Convention and Visitor’s Bureau. ITEM EXPLANATION: San Diego North Convention and Visitor’s Bureau 2003-2004 Contract Proposal: In response to the upcoming expiration of the existing contract for visitor and promotional services, San Diego North Convention and Visitor’s Bureau (SDNCVB) has submitted a nine (9) month proposal that markets Carlsbad in the area of group sales. The term of contract would be from October 1,2003 and through June 30,2003. Accordingly, the San Diego North Convention and Visitor’s Bureau, hereinafter referred to as “SDNCVB”, will advance the City of Carlsbad as the year round destination and meet the following stipulations: Generate two hundred and seventy (270) group sales leads for Carlsbad businesses, seventy- five percent (75%) of all leads generated by SDNCVB. Institute a “Carlsbad Local Hero” program designed to recognize those individuals and local businesses that help promote and attract meetings or conventions to the City. Implement a “Keep it in Carlsbad” referral program to keep business in the City. Research and target new market niches that are untouched. Target and contact ninety (90) new qualified companies and associations to consider Carlsbad as a meeting destination. Work closely with Carlsbad CVB and Carlsbad business to coordinate programming and develop tourism opportunities. The proposed funding allocation will represent nine percent (9%) of SDNCVB’s total budget. SDNCVB will multiply the investment by committing twenty-five percent (25%) of its sales efforts to Carlsbad. To increase measurable visitor spending and quantify group events, a number of result driven programs have been formulated to ensure meeting and group business are maximized (specified in Exhibit “2”). PAGE 2 OF AGENDA BILL NO. 17,330 BACKGROUND: For the past several years there has been a growing interest for the City of Carlsbad to fund an enhanced marketing campaign oriented towards group sales. Last year Carlsbad Convention and Visitors Bureau (CCVB) and SDNCVB both requested funding for a group sales program. However, the City Council denied those requests and indicated their desire to wait until the results of the Tourism Assessment were complete and a report was presented by the newly formed Carlsbad Tourism Alliance. Due to the fact that the Council was awaiting comments and recommendations from the Tourism Alliance regarding possible new programs (including group sales), staff recommended that only a service contract for basic tourism be awarded to CCVB. On August 13,2002, City staff presented the City Council with findings from Phase II of the Tourism Impact Assessment prepared by Economic Research Associates (ERA), along with a proposed Tourism Policies and Program Strategy. As a part of the strategy, Group Sales was highlighted as a program that could be considered by the City Council for future funding. Prior to the staff presentation, copies of the report were provided to various interested organizations including Carlsbad Convention and Visitor’s Bureau (CCVB), San Diego North Convention and Visitor’s Bureau (SDNCVB), the Carlsbad Chamber of Commerce, and the Village Business Association. The report supported a proactive role by the City to encourage new commercial, entertainment, and recreation uses that would add to the enjoyment of tourists and local residents. In addition to highlighting adopted policies and strategies, staffs recommendations advocated the development of an enhanced marketing campaign for the City. One facet supported by the economic analysis completed by the ERA study was the establishment of a Group Sales program. During this years budget process, SDNCVB submitted a proposal to the City to provide Group Sales services for Carlsbad. In June 2003, $100,000 was allocated to fund a Group Sales program. City staff has met with both CCVB and SDNCVB. The two entities have committed to work together to develop a streamlined partnership. Each will focus on their specific market segment. CCVB will focus on the Leisure Market and Visitor Services, whereas SDNCVB will exclusively address Group Sales. FISCAL IMPACT: Funding for Group Sales program, in the amount of One Hundred Thousand dollars ($100,000), was allocated in the 2003-2004 Budget. SDNCVB will invoice the City in eight (8) equal payments $1 1,111.11 and one payment of $1 1,111.12. ENVIRONMENTAL: The Planning Director has determined that the activities above are categorically exempt from CEQA review pursuant to Section15309 of the CEQA guidelines. PAGE 3 OF AGENDA BILL NO. 17,330 EXHIBITS: // 2003-256 1. Resolution No.// of the City Council of the City of Carlsbad, California, authorizes the Mayor to execute an agreement with the San Diego North Convention and Visitor’s Bureau, and appropriating $100,000 for visitor and promotional services. 2. Agreement between the City of Carlsbad and the San Diego Convention and Visitor’s Bureau to provide professional services related to the promotion of the City of Carlsbad. 3. City of Carlsbad Group Sales Plan, July 2003 - June 2004 3 1 2 1 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 RESOLUTION NO. 2003-256 RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARSLBAD, CALIFORNIA, AUTHORIZING’ THE MAYOR TO EXECUTE AN AGREEMENT WITH THE SAN DIEGO NORTH CONVENTION AND VISITORS BUREAU (SDNCVB). WHEREAS, the City Council of the City of Carlsbad has determined that it is in the best interest of the City to promote tourism and provide services to visitors to the City; and WHEREAS, the City Council has further determined that the San Diego North Convention and Visitor’s Bureau possesses the necessary skills to provide these services to the City of Carlsbad; and WHEREAS, the San Diego North Convention and Visitor’s Bureau has agreed to provide these services under the terms and conditions of the agreement attached hereto. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad, California as follows: 1. That the above recitations are true and correct. 2. That the Mayor is hereby authorized to execute the attached agreement, Exhibit 2, between the City of Carlsbad and the San Diego North Convention and Visitor’s Bureau to provide professional services related to the promotion of the City of Carlsbad. Ill Ill Ill Ill Ill Ill Ill Ill Ill Ill I 1 4 4 1( li 1: 1: 1L 1: 1t li ia 19 20 21 22 23 24 25 26 27 28 PASSED, APPROVED, AND ADOPTED at a regular meeting of the City Council on the 7th dayof October 2003, by the following vote to wit: AYES: Council Members Lewis, Finnila, and Packard NOES: Council Member Hall ABSENT: Council Member Kulc Mayor ATTEST: 1% RRAIN WOOD Page 2 of 2 of Resolution No. 2003-256 -2- Exhibit 2 AB # 17,330 Resolution No. 2003-256 AGREEMENT FOR PROMOTION OF TOURISM AND GROUP SALES SAN DIEGO NORTH CONVENTION AND VISITOR'S BUREAU THIS AGREEMENT is made and entered into as of the I#* day of , 2003, by and between the CITY OF CARLSBAD, a municipal corporation, ("City"), and The San Diego North Convention and Visitor's Bureau, a non- profit corporation, hereinafter referred to as "SDNCVB". &CP4& RECITALS A. B. C. D. City requires the professional services of a contractor that is experienced SDNCVB has the necessary experience in providing professional services Selection of SDNCVB is expected to achieve the desired results in an SDNCVB has submitted a proposal to City and has affirmed its willingness in tourism and visitor promotion programs and services. and advice related to the promotion of tourism in Carlsbad. expedited fashion. and ability to perform such work. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, City and SDNCVB agree as follows: 1. SCOPE OF WORK City retains SDNCVB to perform, and SDNCVB agrees to render, those services (the "Services") that are defined in attached Exhibit "A, which is incorporated by this reference in accordance with this Agreement's terms and conditions. 2. STANDARD OF PERFORMANCE While performing the Services, SDNCVB will exercise the reasonable professional care and skill customarily exercised by reputable members of SDNCVB's profession practicing in the Metropolitan Southern California Area, and will use reasonable diligence and best judgment while exercising its professional skill and expertise. 3- - TERM The term of this Agreement will be effective from October 1, 2003 and through June 30, 2004. 4. Time is of the essence for each and every provision of this Agreement. TIME IS OF THE ESSENCE 5. COMPENSATION The total fee payable for the Services to be performed during the initial Agreement term will be One Hundred Thousand dollars ($100,000) to be paid in eight (8) equal installments of $11,111.11 and one (1) payment of $11,111.12. No other compensation for the Services will be allowed except for items covered by subsequent amendments to this Agreement. The City reserves the right to withhold a ten percent (10%) retention until City has accepted the work and/or Services specified in Exhibit "A". City Attorney Approved Version #04.01.02 1 6. STATUS OF CONTRACTOR SDNCVB will perform the Services in SDNCVB's own way as an independent contractor and in pursuit of SDNCVB's independent calling, and not as an employee of City. SDNCVB will be under control of City only as to the result to be accomplished, but will consult with City as necessary. The persons used by SDNCVB to provide services under this Agreement will not be considered employees of City for any purposes. The payment made to SDNCVB pursuant to the Agreement will be the full and complete compensation to which SDNCVB is entitled. City will not make any federal or state tax withholdings on behalf of SDNCVB or its agents, employees or subcontractors. City will not be required to pay any workers' compensation insurance or unemployment contributions on behalf of SDNCVB or its employees or subcontractors. SDNCVB agrees to indemnify City within thirty (30) days for any tax, retirement contribution, social security, overtime payment, unemployment payment or workers' compensation payment which City may be required to make on behalf of SDNCVB or any agent, employee, or subcontractor of SDNCVB for work done under this Agreement. At the City's election, City may deduct the indemnification amount from any balance owing to SDNCVB. 7. SUBCONTRACTING SDNCVB will not subcontract any portion of the Services without prior written approval of City. If SDNCVB subcontracts any of the Services, SDNCVB will be fully responsible to City for the acts and omissions of SDNCVB's subcontractor and of the persons either directly or indirectly employed by the subcontractor, as SDNCVB is for the acts and omissions of persons directly employed by SDNCVB. Nothing contained in this Agreement will create any contractual relationship between any subcontractor of SDNCVB and City. SDNCVB will be responsible for payment of subcontractors. SDNCVB will bind every subcontractor and every subcontractor of a subcontractor by the terms of this Agreement applicable to SDNCVB's work unless specifically noted to the contrary in the subcontract and approved in writing by City. 8. OTHER CONTRACTORS The City reserves the right to employ other Contractors in connection with the Services. 9. INDEMNIFICATION SDNCVB agrees to indemnify and hold harmless the City and its officers, officials, employees and volunteers from and against all claims, damages, losses and expenses including attorneys fees arising out of the performance of the work described herein caused in whole or in part by any willful misconduct or negligent act or omission of the SDNCVB, any subcontractor, anyone directly or indirectly employed by any of them or anyone for whose acts any of them may be liable. The parties expressly agree that any payment, attorney's fee, costs or expense City incurs or makes to or on behalf of an injured employee under the City's self- administered workers' compensation is included as a loss, expense or cost for the purposes of this section, and that this section will survive the expiration or early termination of this Agreement. City Attorney Approved Version #04.01.02 2 The parties expressly agree that any payment, attorney's fee, costs or expense City incurs or makes to or on behalf of an injured employee under the City's self- administered workers' compensation is included as a loss, expense or cost for the purposes of this section, and that this section will survive the expiration or early termination of this Agreement. 10. INSURANCE SDNCVB will obtain and maintain for the duration of the Agreement and any and all amendments, insurance against claims for injuries to persons or damage to property which may arise out of or in connection with performance of the services by SDNCVB or SDNCVB's agents, representatives, employees or subcontractors. The insurance will be obtained from an insurance carrier admitted and authorized to do business in the State of California. The insurance carrier is required to have a current Best's Key Rating of not less than "A-:VI. 10.1 Coveraqes and Limits. SDNCVB will maintain the types of coverages and minimum limits indicated below, unless City Attorney or City Manager approves a lower amount. These minimum amounts of coverage will not constitute any limitations or cap on SDNCVB's indemnification obligations under this Agreement. City, its officers, agents and employees make no representation that the limits of the insurance specified to be carried by SDNCVB pursuant to this Agreement are adequate to protect SDNCVB. If SDNCVB believes that any required insurance coverage is inadequate, SDNCVB will obtain such additional insurance coverage, as SDNCVB deems adequate, at SDNCVB's sole expense. 10.1.1 Commercial General Liabilitv Insurance. $1,000,000 combined single-limit per occurrence for bodily injury, personal injury and property damage. If the submitted policies contain aggregate limits, general aggregate limits will apply separately to the work under this Agreement or the general aggregate will be twice the required per occurrence limit. 10.1.2 Automobile Liability (if the use of an automobile is involved for SDNCVB's work for City). $1,000,000 combined single-limit per accident for bodily injury and property damage. 10.1.3 Workers' Compensation and Emplover's Liability. Workers' Compensation limits as required by the California Labor Code and Employer's Liability limits of $1,000,000 per accident for bodily injury. Workers' Compensation and Employer's Liability insurance will not be required if SDNCVB has no employees and provides, to City's satisfaction, a declaration stating this. 10.1.4 Professional Liabilitv. Errors and omissions liability appropriate to SDNCVB's profession with limits of not less than $1,000,000 per claim. Coverage must be maintained for a period of five years following the date of completion of the work. 3 City Attorney Approved Version #04.01.02 10.2. Additional Provisions. SDNCVB will ensure that the policies of insurance required under this Agreement contain, or are endorsed to contain, the following provisions: 10.2.1 The City will be named as an additional insured on General Lia b i I i t y. 10.2.2 SDNCVB will obtain occurrence coverage, excluding Professional Liability, which will be written as claims-made coverage. 10.2.3 This insurance will be in force during the life of the Agreement and any extensions of it and will not be canceled without thirty (30) days prior written notice to City sent by certified mail pursuant to the Notice provisions of this Agreement. 10.3 Providing Certificates of Insurance and Endorsements. Prior to City's execution of this Agreement, SDNCVB will furnish certificates of insurance and endorsements to City. 10.4 Failure to Maintain Coverage. If SDNCVB fails to maintain any of these insurance coverages, then City will have the option to declare SDNCVB in breach, or may purchase replacement insurance or pay the premiums that are due on existing policies in order to maintain the required coverages. SDNCVB is responsible for any payments made by City to obtain or maintain insurance and City may collect these payments from SDNCVB or deduct the amount paid from any sums due SDNCVB under this Agreement. 10.5 Submission of Insurance Policies. City reserves the right to require, at anytime, complete and certified copies of any or all required insurance policies and endorsements. 11. BUSINESS LICENSE SDNCVB will obtain and maintain a City of Carlsbad Business License for the term of the Agreement, as may be amended from time-to-time. 12. ACCOUNTING RECORDS SDNCVB will maintain complete and accurate records with respect to costs incurred under this Agreement. All records will be clearly identifiable. SDNCVB will allow a representative of City during normal business hours to examine, audit, and make transcripts or copies of records and any other documents created pursuant to this Agreement. SDNCVB will allow inspection of all work, data, documents, proceedings, and activities related to the Agreement for a period of three (3) years from the date of final payment under this Agreement. 13. OWNERSHIP OF DOCUMENTS All work product produced by SDNCVB or its agents, employees, and subcontractors pursuant to this Agreement is the property of City. In the event this Agreement is terminated, all work product produced by SDNCVB or its agents, employees and City Attorney Approved Version #04.01.02 4 subcontractors pursuant to this Agreement will be delivered at once to City. SDNCVB will have the right to make one (1) copy of the work product for SDNCVB's records. 14. COPYRIGHTS SDNCVB agrees that all copyrights that arise from the services will be vested in City and SDNCVB relinquishes all claims to the copyrights in favor of City. 15. NOTICES The name of the persons who are authorized to give written notices or to receive written notice on behalf of City and on behalf of SDNCVB under this Agreement. For City: For SDNCVB: Name Cvnthia Haas Name &* u&&!M Title Economic Dev Manager Department Econ. Development Address ~3L0 ,d. F& (do && Title fk?"/& JCEO Phone No. ?@ - HS-*4/ City of Carlsbad 1 / 0 Address 1635 Faradav Ave Carlsbad. CA 92008 Phone No.(760) 602-2732 Each party will notify the other immediately of any changes of address that would require any notice or delivery to be directed to another address. 16. CONFLICT OF INTEREST City will evaluate SDNCVB's duties pursuant to this Agreement to determine whether disclosure under the Political Reform Act and City's Conflict of Interest Code is required of SDNCVB or any of SDNCVB's employees, agents, or subcontractors. Should it be determined that disclosure is required, SDNCVB or SDNCVB's affected employees, agents, or subcontractors will complete and file with the City Clerk those schedules specified by City and contained in the Statement of Economic Interests Form 700. SDNCVB, for SDNCVB and on behalf of SDNCVB's agents, employees, subcontractors and consultants warrants that by execution of this Agreement, that they have no interest, present or contemplated, in the projects affected by this Agreement. SDNCVB further warrants that neither SDNCVB, nor SDNCVB's agents, employees, subcontractors and consultants have any ancillary real property, business interests or income that will be affected by this Agreement or, alternatively, that SDNCVB will file with the City an affidavit disclosing this interest. 17. GENERAL COMPLIANCE WITH LAWS SDNCVB will keep fully informed of federal, state and local laws and ordinances and regulations which in any manner affect those employed by SDNCVB, or in any way affect the performance of the Services by SDNCVB. SDNCVB will at all times observe City Attorney Approved Version #04.01.02 5 and comply with these laws, ordinances, and regulations and will be responsible for the compliance of SDNCVB's services with all applicable laws, ordinances and regulations. SDNCVB will be aware of the requirements of the Immigration Reform and Control Act of 1986 and will comply with those requirements, including, but not limited to, verifying the eligibility for employment of all agents, employees, subcontractors and consultants that the services required by this Agreement. 18. DISCRIMINATION AND HARASSMENT PROHIBITED SDNCVB will comply with all applicable local, state and federal laws and regulations pro hi bi ting discrimination and harassment. 19. DISPUTE RESOLUTION If a dispute should arise regarding the performance of the Services the following procedure will be used to resolve any questions of fact or interpretation not otherwise settled by agreement between the parties. Representatives of SDNCVB or City will reduce such questions, and their respective views, to writing. A copy of such documented dispute will be forwarded to both parties involved along with recommended methods of resolution, which would be of benefit to both parties. The representative receiving the letter will reply to the letter along with a recommended method of resolution within ten (1 0) business days. If the resolution thus obtained is unsatisfactory to the aggrieved party, a letter outlining the disputes will be forwarded to the City Manager. The City Manager will consider the facts and solutions recommended by each party and may then opt to direct a solution to the problem. In such cases, the action of the City Manager will be binding upon the parties involved, although nothing in this procedure will prohibit the parties from seeking remedies available to them at law. 20. TERMINATION In the event of the SDNCVB's failure to prosecute, deliver, or perform the Services, City may terminate this Agreement for nonperformance by notifying SDNCVB by certified mail of the termination. If City decides to abandon or indefinitely postpone the work or services contemplated by this Agreement, City may terminate this Agreement upon written notice to SDNCVB. Upon notification of termination, SDNCVB has five (5) business days to deliver any documents owned by City and all work in progress to City address contained in this Agreement. City will make a determination of fact based upon the work product delivered to City and of the percentage of work that SDNCVB has performed which is usable and of worth to City in having the Agreement completed. Based upon that finding City will determine the final payment of the Agreement. Either party upon tendering thirty (30) days written notice to the other party may terminate this Agreement. In this event and upon request of City, SDNCVB will assemble the work product and put it in order for proper filing and closing and deliver it to City. SDNCVB will be paid for work performed to the termination date; however, the total will not exceed the lump sum fee payable under this Agreement. City will make the final determination as to the portions of tasks completed and the compensation to be made. City Attorney Approved Version #04.01.02 6 21. COVENANTS AGAINST CONTINGENT FEES SDNCVB warrants that SDNCVB has not employed or retained any company or person, other than a bona fide employee working for SDNCVB, to solicit or secure this Agreement, and that SDNCVB has not paid or agreed to pay any company or person, other than a bona fide employee, any fee, commission, percentage, brokerage fee, gift, or any other consideration contingent upon, or resulting from, the award or making of this Agreement. For breach or violation of this warranty, City will have the right to annul this Agreement without liability, or, in its discretion, to deduct from the Agreement price or consideration, or otherwise recover, the full amount of the fee, commission, percentage, brokerage fees, gift, or contingent fee. 22. CLAIMS AND LAWSUITS By signing this Agreement, SDNCVB agrees that any Agreement claim submitted to City must be asserted as part of the Agreement process as set forth in this Agreement and not in anticipation of litigation or in conjunction with litigation. SDNCVB acknowledges that if a false claim is submitted to City, it may be considered fraud and SDNCVB may be subject to criminal prosecution. SDNCVB acknowledges that California Government Code sections 12650 et sea, the False Claims Act applies to this Agreement and, provides for civil penalties where a person knowingly submits a false claim to a public entity. These provisions include false claims made with deliberate ignorance of the false information or in reckless disregard of the truth or falsity of information. If City seeks to recover penalties pursuant to the False Claims Act, it is entitled to recover its litigation costs, including attorney's fees. SDNCVB acknowledges that the filing of a false claim may subject SDNCVB to an administrative debarment proceeding as the result of which SDNCVB may be prevented to act as a SDNCVB on any public work or improvement for a period of up to five (5) years. SDNCVB acknowledges debarment by another jurisdiction is grounds for City to terminate this Agreement. 23. JURISDICTIONS AND VENUE Any action at law or in equity brought by either of the parties for the purpose of enforcing a right or rights provided for by this Agreement will be tried in a court of competent jurisdiction in the County of San Diego, State of California, and the parties waive all provisions of law providing for a change of venue in these proceedings to any other county. 24. SUCCESSORS AND ASSIGNS It is mutually understood and agreed that this Agreement will be binding upon City and SDNCVB and their respective successors. Neither this Agreement or any part of it nor any monies due or to become due under it may be assigned by SDNCVB without the prior consent of City, which shall not be unreasonably withheld. 25. ENTIRE AGREEMENT This Agreement, together with any other written document referred to or contemplated by it, along with the purchase order for this Agreement and its provisions, embody the City Attorney Approved Version #04.01.02 7 entire Agreement and understanding between the parties relating to the subject matter of it. In case of conflict, the terms of the Agreement supersede the purchase order. Neither this Agreement nor any of its provisions may be amended, modified, waived or discharged except in a writing signed by both parties. 26. AUTHORITY The individuals executing this Agreement and the instruments referenced in it on behalf of SDNCVB each represent and warrant that they have the legal power, right and actual authority to bind SDNCVB to the terms and conditions of this Agreement. If required by City, proper notarial acknowledgment of execution by contractor must be attached. If a Corporation, Agreement must be signed by one corporate officer from each of the following two groups. I *Group A. C hairrnan, President, or Vice-president **Group B. Secretary, Assistant Secretary, CFO or Assistant Treasurer Otherwise, the corporation attach a resolution certified by the secretary or assistant secretary under corporate seal empowering the officer(s) signing to bind the corporation. APPROVED AS TO FORM: ROt)RkQ R. BALL, City Attorney By: ' my City torney /&h City Attorney Approved Version #04.01.02 8 STATE OF CALIFORNIA 1 ) ss. COUNTY OF J4nmeJo On .&bjmhec 4 9 &d,3 before rne,SAddRA >a Notary Public in and for'said State, personally appeared ddme.q Leu personally known to me ( 1 whose name0 idafi subsby executed the same in hisA#r/th&r authorized capacity($), and that by hi&r/tl& signature^ on the instrument the person@f or the entity upon behalf of which the personH acted, executed the insfiument . I and official sea An n* (This area for official notarial sed) CALIFORNIA ALL-PURPOSE ACKNOWLEDGMENT State of California 1 On , before me; personally appeared Name@) of Signer@) Date Place Notary Seal Above ersonally known to me %$roved to me on the basis of satisfactory evidence to be the person# whose nam$fi/aw subscribed to the within instru ent and acknowledged to me that he/she/they executed the same in @er/their authorized capacity(ies-), and that by &/he&hek signatureM on the instrument the personw, or the entity upon behalf of which the person acted, executed the instrument. P- S my hand and Y- k’ Sigpature of Notary Public OPTlONA L Though the information below is not required by law, it may prove valuable to persons relying on the document and could prevent fraudulent removal and reattachment of this form to another document. Description of Attached Document Title or Type of Document: Document Date: Number of Pages: Signer@) Other Than Named Above: Capacity(ies) Claimed by Signer Signer’s Name: 0 Individual 0 Corporate Officer - Title(s): Partner - 0 Limited 0 General 0 Attorney in Fact 0 Trustee 0 Guardian or Conservator 0 Other: Signer Is Representing: u 0 1999 National Notary Association * 9350 De Solo Ave.. PO Box 2402 - Chatswarth. CA 9i313-2402 * wwu.nalianaInatary.org Prod. No 5907 border: Call Tall-Free 1-800-876-6827 EXHIBIT "3" AB #17,330 Resolution No. 2003-256 ~UTHENTIC. GDIVERSE. CALIFORNIA. SAN DIECO NORTH CONVENTION 0 VISITORS BUREAU City of Carlsbad Group Sales Plan July 20b3 -June 2004 City of Carlsbad Grou Sales Plan July 20 f 3 -June 2004 The San Diego North Convention & Visitors Bureau promotes Carlsbad as a premier year-round resort destination. It is a customer-oriented organization that balances the demands of its local stakeholders with the requirements of the marketplace. The goals, objectives and strateges out- lined in the following 2003-04 group sales plan are results-driven programs designed to distinguish Carlsbad’s unique brand and maximize meetings and group business. OUR PRODUCT Our product is our hospitality partners and the natural resources of our destination. Carlsbad has premium product in a casual atmosphere. An impressive lineup of world-class resorts, championship golf courses, spas, attractions, and year-round climate competitively set Carlsbad apart fiom other visitor destinations. Carlsbad is farmly friendly and embraces all the elements of a traditional San Diego experience, however, it is positioned to be part of Southern California’s preferred resort region. Our history, cuisine, and coastal lifestyle offer an authentic Southern California experience. Our natural resources, fiom the Pacific Ocean to the rugged desert, offer unhmited outdoor recreation and spectacular scenery. A CHANGING LANDSCAPE The last several years our country has been faced with economic challenges that severely impacted the hospitality industry and altered consumer trends. Today’s consumers are seehng quiet, relax- ing destinations. They are seeking nostalgia, comfort, and camaraderie. Family travel is on the rise. Visitors are more willing to drive to a destination to avoid air travel. Technology-sawy guests are researching and watching events, purchasing only when they have discovered a great deal. Consumers want personal control in less crowded, hgh activity environments. Travel con- tinues to be impacted by personal and overseas economic situations and nditary issues. Fortunately, Carlsbad is well positioned to meet these changing trends. It is an easy drive destina- tion from Southern California, Nevada and Arizona. It has a strong and growing leisure appeal to offset the decline in corporate travel. The San Diego North CVB is prepared and committed to meet our fLiture challenges and respond to marketing opportunities in creative, prompt, and dynamic ways. QUALITY OVER QUANTITY The San Diego North CVB currently specializes in generating quality leads for Carlsbad. 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 sophis- tication, in closing the business with travel & meeting planners. AREA & PRODUCT KNOWLEDGE Carlsbad encompasses over 42 square miles. As a destination, Carlsbad has superior accommoda- tions, 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 highhghts in order to competitively close group busi- ness. STAFF EXPERTISE 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 over 80 cumulative years of hospitality experience. LOCAL CARLSBAD 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 sta$ 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. CARLSBAD FOCUS AND PRIORITY 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 regon, 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. The proposed Carlsbad investment represents only 9% of the San Diego North CVB $1.1 million budget. FREE SUPPLEMENTAL PROMOTION 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, brandhdentity book, trade show booth, referrals, odne reservations, and events calendar. Currently, the name Carlsbad appears in the San Diego North conference and travel planning guide 178 times comprising 45 percent of its pages; 23% of the guide's ad space is purchased by a Carlsbad company or mentions Carlsbad in an ad; the name Carlsbad appears 171 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 on the Bureau's trade show booth, sales brochure, branding guideline book, story-angle book, Web site 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 group sales contract of $100,000. LOCAL CARLSBAD BUSINESS RAPPORT 82 SUPPORT We have worked closely with the local hospitality industry to build and maintain a strong rela- tionship 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. To increase measurable visitor spending through the generation of group business leads for room night bookings and group events for a total of $1,000,000 in economic impact to the city of Carlsbad, a 25% increase from 2002-2003 (based on IACVB delegate spending and leisure spend- ing projections). OBJECTIVES Generate 270 group sales leads for Carlsbad businesses, 75% of all leads generated by the San Diego North CVB. Institute a Carlsbad Local Hero program to attract meetings and conventions from local businesses and residents and their affiliated organizations and associations (golf, manu- hcturing, government, conservation, recreation, energy and bio-tech). Implement a “Keep It In Carlsbad” referral program to keep business in the Carlsbad area. Research and target new market niches that are untouched and feed new demand such as: golf, incentive, insurance and internet consolidators. Target and contact 90 new qualified companies and associations to consider Carlsbad as a potential meeting destination. Work closely with Carlsbad CVB and Carlsbad businesses to develop additional tourism opportunities. MARKET SEGMENTS Based on Bureau research, member input and industry trends, our sales focus and efforts will be divided into the following groups and percentages. TRAVEL INDUSTRY - 40% + AAA, Amtrak, travel agencies, international and domestic tour and receptive operators, wholesalers, airline vacation companies and Internet travel sites. We will maintain and strengthen relationships with volume accounts. Continue to promote region as pre- ferred upscale destination by conducting product launches for wholesalers and airline vacation packagers. Maxinlize opportunities for various promotions and marketing programs. CORPORATE t3 INCENTIVE - 30% + Single hotel meetings of 10+ people and reward-based travel programs. Sales team will capture the growth industries of bio-tech, bio-med, healthcare, wireless communica- tions, defense, insurance and other fortune 500 companies &om San Diego, Boston, Los Angeles, Orange County, San Francisco, Chicago, New Jersey, Austin, North Carolina, Virginia and Dallas through target account solicitation and an aggressive direct sales effort. ASSOCLATION - 15% + Membership-based organizations with board retreats and local, regional and annual meetings with the majority of headquarter offices located in Washington, DC; Chicago; and Sacramento. Focus wdl be on higher rated board retreats and regional confer- ences. SMEW- 10% 4 Social/sports, military, educational, religious and fraternal groups. Primary focus will be to attract groups during need periods with an emphasis on the religious and sports markets. GOVERNMENT - 5% + Federal and state employees and defense contractors for individual and group meetings. We are increasing awareness to the government market in Sacramento, Washington, Seattle and the greater.Washington, DC area by targeted account solicitation and con- ducting educational tours throughout the regon. Government I STRATEGIES PHONE SOLICITATIONS + Conduct phone solicitations weekly utilizing resources such as association, corporate, and government directories, Internet listings, MINT program, in-house database and referrals to find new demand. TRADE SHOWS Attend the following 14 trade shows, eight of which will be a cooperative effort with Carlsbad members, to generate new business. Travel Industry Sales + Pow Wow, National Travel Association (NTA), California Travel Market (CTM), Los Angeles Times Travel Show and Los Angeles Tour Operators Reception. Corporate & Association + Meeting Professionals International (MPI) World Education Congress & Southern California Event; HSMAI Affordable Meetings Mid-America, West and National; IACVB Destination Showcase Washington DC; and California Society of Association Executives (CalSAE) Los Angeles and Sacramento. Incentive + Incentive Travel and Meeting Executives (ITME). PERSONAL SALES CALL TMPS + Conduct 12 personal sales call trips to target cities and qualified prospects in Los AngeledOrange County (6), Sacramento (2), San Francisco/San Jose (l), Arizona (l), Las Vegas (1) and Dallas/Austin (1) to promote awareness and travel to Carlsbad. EDUCATIONAL 6. SITE VISIT TOURS + Host 2 educational tours targeting corporate, association, government and incentive meeting planners and tour and travel operators. Host 2 educational tours for product buyers targeting the tour and travel industry. Host travel and meeting planners by organizing site tours of potential properties, attrac- tions and outside activities that meet their needs and create the desire to bring their business to Carlsbad. + + Maintain relationships with current and past clients to secure repeat business and gener- ate new opportunities for Carlsbad. This will be accomplished through database admin- istration including a trace system. Manage leads to a close by acting as liaison between client and hospitality partner to secure business into Carlsbad. Qualify all details of potential business with an emphasis on determining key deciding factors. These deciding factors will be communicated to hospitality partners to secure the business in the Carlsbad area. Respond to Internet inquires and qualified prospects by mailing out visitor guides, sales brochures and other sales materials. Complete an account saturation process on top clients that identifies the possibility of additional business. Assist groups with non-hotel needs such as destination management companies, trans- portation, off-site venues, attractions, team building and all other hospitality services to maximize member benefits. RESEARCH NEW MARKETS + Utilize the International Association of Convention & Visitors Bureaus (IACVB) cli- ent database network; Manager of the Meeting Information Network (MINT). This network identifies clients with group hospitality needs in Southern California. Query Carlsbad hospitality partners to determine need periods and targeted business scope. A "Needs Period" program for hotel inventory will be created and implement- ed. Partner with local destination management companies to cooperatively solicit incentive business and third-party planners in targeted cities. + + DIRECT MAIL + Create a targeted and unique direct-mail piece that will be sent dnectly to pre-registered attendees for all trade shows to create interest in Carlsbad. Follow up with post-trade show nlailings to qualified trade show prospects. Send two direct-mail pieces to the travel industry that will be mailed biannually with tour, itinerary or destination updates on Carlsbad and the San Diego North region. + INDUSTRY MEMBERSHIPS + Maintain memberships in the following organizations for networkmg and new busi- ness opportunities: Society of Incentive Travel Executives (SITE), Religious and Conference Management Association (RCMA), Meeting Professionals International (MPI), California Society of Association Executives (CalSAE), American Society of Association Executives (ASAFJ, Hospitality Sales & Marketing Association International (HSMAI), International Association of Convention & Visitors Bureaus (IACVB), Western Association of Convention & Visitors Bureaus (WACVB), Travel Industry Association (TIA) , National Tour Association (NTA) and California Connection. The sales team will attend chapter meetings from primary targeted regons. PROMOTIONS + Increase domestic and international group tour business through partnerships, such as Southwest, Delta, Alaska, United and America West Airlines. Explore and expand relations with organizers of local sporting events to increase overnight accommodations and one-day events in partnership with the San Diego International Sports Council. Target leisure travel via partnership with Automobile Association of America (AAA) national, regonal, and local offices by creating special Carlsbad packages. Penetrate the leisure golf market in a cooperative effort with members and California Golf (California Tourism Commission). Attend product launches for travel industry partners including America West Vacations, American Airlines and Walt Disney Vacations. Place destination co-op advertising in selected tour brochures in conjunction with Carlsbad hospitahty partners. Institute the Carlsbad Local Hero program to help local residents and business colleagues attract their affiliated organizations and associations to meet in Carlsbad. Implement a "Keep It In Carlsbad" referral program. This program will offer incentives to Carlsbad members by providing the San Diego North CVB with displaced business leads in order to retain the business for Carlsbad. Partner with members to promote Carlsbad area by offering approximately 40 site inspections. Conduct contracting sessions and site inspections with internet consolidates to maxi- mize Carlsbad room nights and revenue. Utilize a Request for Proposal (RFP) program on the San Diego North and Carlsbad CVB Web sites to increase on-line meeting leads. Conduct two sales blitzes in target markets in conjunction with Carlsbad hospitality partners. + + + + + + + + + + + GROUP SALES RESEARCH + Track contracted bookings into Carlsbad, including guestrooms, food & beverage, and meeting room revenue. Track delegate spending to determine overall economic impact that any specific group has to Carlsbad based on IACVB's direct delegate spenlng formula. + REPORTING G. OUTREACH Stephanie Colby-Aburto, Director of Sales for the San Diego North CVB, wdl serve as the Carlsbad liaison for hospitality businesses. Report on a quarterly basis to the Carlsbad hospitality industry to address trends, sales tactics, co-op opportunities, and performance measures. Invite Carlsbad hospitality partners to educate the San Diego North CVB sales team on member promotions and provide business updates. Provide personalized sales sessions with Carlsbad hospitality businesses in order to opti- mize revenue potential. E-mail definite booking notices to general managers once business has been contract- ed. Report bi-annually to the City of Carlsbad on contracted bookings into Carlsbad and overall economic impact. Develop an e-mail distribution list for Carlsbad hospitality businesses for on-going com- munications. Collaborate with the Carlsbad CVB to seamlessly market and sell Carlsbad. This will be done through telephone transfers, committee participation, print and web site promo- tion and group sales updates presented at the Carlsbad CVB board meetings.