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HomeMy WebLinkAbout2006-02-15; Carlsbad Tourism Business Improvement District; MinutesCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT (CTBID) BOARD MINUTES February 15, 2006 2:00 p.m.-4:00 p.m. La Costa Resort & Spa, Las Palmas 2 Room I. CALL TO ORDER: 2:00 p.m. Chairperson April Shute called the meeting to order at 2:00 p.m. II. ROLL CALL: Madame Chair took roll call and all members of the Board were present. III. APPROVAL OF AGENDA: February 15, 2006 The agenda for the February 15, 2006 was approved by unanimous vote. IV. APPROVAL OF MINUTES OF FEBRUARY 8. 2006 MEETING Mr. Stripe made a motion, seconded by Mr. Cima, to approve the minutes of the February 8, 2006 meeting. V. AB # 0206-5 CONTRACTS FOR TOURISM PROMOTION SERVICES: CARLSBAD CONVENTION AND VISITORS BUREAU. SAN DIEGO NORTH CONVENTION AND VISITORS BUREAU Mr. Elliott provided background information on the contracts for tourism promotion services with the Carlsbad Convention and Visitors Bureau and the San Diego North Convention and Visitors Bureau. The Board asked staff to prepare a Request for Proposal (RFP) that would be distributed to the tourism industry seeking proposals for the implementation of the CTBID marketing plan. After some discussion the Board decided to proceed with having City staff prepare the RFP for presentation to the Board at its next meeting. City staff will also provide a draft of the RFP to the Board members (via e-mail) in advance of the meeting so that comments may be provided to staff before a final RFP is offered to the Board. Agenda Bill #0206-5, Contracts for Tourism Promotion Services: Carlsbad Convention & Visitors Bureau and the San Diego North Convention & Visitors Bureau, was approved unanimously. CTBID Meeting Minutes February 15,2006 Page 2 of 2 5. SET DA TE FOR NEXT MEETING Action: The next meeting will be on Thursday, April 13, 2006, at 9:00 to 11:00 a.m. at the La Costa Resort & Spa, Las Palmas 2 Room in the Costa del Sol Ballroom, 2100 Costa del Mar Road, Carlsbad, CA. (Note: Due to conflicts, this date was subsequently changed to April 11, 2006 at 1:00 p.m.) Action: Mr. Ball suggested the following topics be placed on the April 13 agenda: 1) Adopt procedural rules; 2) Contract and procedures public process; 3) Establish regular meeting, date, and location; 4) Place CTBID Board meeting information on the list of Boards and Commissions on the City calendar. PUBLIC COMMENT Ms. Cami Mattson, Chief Executive Officer of the San Diego North Convention and Visitors Bureau (SDNCVB) asked the Board members to review historical background information of both the SDNCVB and the Carlsbad Convention and Visitors Bureau and to consider what the Board members project for the future. ADJOURNMENT Chairperson April Shute adjourned the meeting at 2:26 p.m. Respectfully submitted, Sheryl Keller Recording Secretary San Diego North CVB Monthly Summary Report FY05-06 February Report Sales Report FYTD 05-06 Leads Definite Bookings Definite Room Nights February 46 8 2,670 FYTD 05-06 264 85 24,474 Variance to LastYTD 0% 20% 11% FYTD Bookings Definite Bookings Definite Room Nights 2005/2006 72 16,707 2006/2007 11 6,239 2007/2008 2 1,528 Marketing Report Visitor Inquiries Visitor Inquiries* Web Site Unique Users Total Inquiries February 3,178 16,816 19,994 FYTD 05-06 15,813 129,071 144,884 Variance to LastYTD 45% 56% 55% %of Annual Annual Goal Goal 73% 360 84%| 29!ouo| %of Annual Annual Goal I Goal | ^^78%J 1 65 000| 78% 185,000 Leads Generated | -» FY04-05 — • — FY06-06] in 40 t * * 20--^— ±51 ^— 10 0 . Definite Bookings I * FY04-05 — • — FYOB-06I 30 - 20 10 * * ' » * ~*^r *f « « * 0 * Definite Room Nights | •* FY04-05 — • — FY06-06] 1 0 000 • 11 O.UUU /ni\ 6 000 • \A nnn . / NVi nnn • xw-«.-» J TX, • -, .» t $ | s i's V* YiTiY Total Inquiries | * FY04-05 — • — FY05-06 | 25,000 -I °n nnn . • • • 1 5 000 • * """"^^^si mr t *• " ' >tr\rtf\r\ *" •«- - -&- * + ~ "Includes walk-in, phone-in, write-in and internet guide requests. Economic Impact (Based on visitor inquiries) Economic Impact February $3,086,418 FYTD 05-06 $16,681,596 Editorial Editorial Circulation February $193,525 2,041,616 FYTD 05-06 $1,385,302 53,769,561 Variance to LastYTD 185% %of Annual Goal 173% Annual Goal $800,000 Online Bookings Online Bookings February 18,480 FYTD 05-06 $74,257 Variance to LastYTD 60% %of Annual Goal 64% Annual Goal $116,000 Editorial | « FY04-06 — • — FY06-06 | $600,000 • $400 000 • «-?nn nnn . $0 • • ^^ / \ .•L _/ * S -^~ "» — ^ *, ~^. m f*- «• * . ^ "" ' t " 3 ' I ' S " i '8 ' * ' fi " I " ft ' IS WORTH c. '•DIVERSE. (CALIFORNIA. San Diego North Convention & Visitors Bureau 2005Annual Report A message from our chairman Tlic travel industry am look upon 2005 as an overall positive year. Siin Diego North observed moderate groii'th despite rhe hurricanes in the Southeast, the simple ti'itliin the airline industry ami unseasonably heavy rains during the early months of the year. looking ahead, the San Die^o t\'onli CT7J will move fonvanl ii'itli optimism, liy maintaining a strong commitment to its members and communities, as ii'ell its a disciplined approach n'itliiii sales and marketing, the Bureau trill strive to maintain San Diego North as a preferred visitor destination amidst rising competition. The San Diego North region Ims maintained its competitiveness through the Bureau's prowess in anticipating and identifying key market opportunities, By integrating these opportunities into its strategy, the liinniu's sales and marketing team is n'cll-positioned to increase its momentum. Our marketing efforts will continue to elevate media exposure, increase name capture,groii' corporate sponsorships and hnild our opt-in consumer database, as well as optimise online, search engine and I'iral marketing initiatives. Our sales team ii'ill continue to focus on the \Vestern U.S., while targeting sporting and social events as ivell as high-groii'th industries in the meetings mar- ket, liy employing traditional and highly effective ladies, including personalised sales calls and San Diego North educational tours, the sales team is poiseil to increase group business to the region. The Bureau generated $24.2 million in total leisure visitor spending in 2005. Through a comprehensive marketing effort, independent leisure iinjuiries uvre up 54% or over 195,500, and Wcli site unique users were up 38% or nearly 175,000. I'lirthermore, public relations efforts generated nearly $1.5 million in editorial, up 45% from the previous year. Meainvhile, the sales team hooked 51,385 definite room niglits, ivliich generated more than $9.6 million in total visitor spending. The Board of Directors and the staff of San Diego North appreciate the continued partnerships ire have deivloped over the years ivith our memhers to cooperatively sell San Diego North. (Ve also appreciate our puhlic officials who recognize the importance of tourism in their commnni- lics.Thc I3nrean uvnltl like to thank the (aly of San Diego, (bounty of San Diego, anil the (aties of ILsconditlo, ("arlshad, lincinitas, Oceanside, I'on'ay, San Marcos, Solemn llcctcli and }'lsta for their financial support and investment in the San Diego Nortli (Ainvention & llsilors Bureau, lie look foni'ard to a successful year ahead, and the opportunity to continue supporting you and your organisation. Thank \'ou! Tim Fciinell, 2006 Chairman Sales Highlights Our sales force is the key to providing measurable benefits to San Diego North members and communities.The follow- ing are highlights for 2005: a Secured 1 1 1 definite bookings representing 31,385 room nights for a value of $9.6 million in total visitor spending. 8 Conducted 30 client site tours highlighting 72 members. » Facilitated room blocks for multi-hotel bookings, includ- ing United Church of Clod, World Coif Championships- Accenture Match Play, Good Guys Rod & Custom Association, In-Motion Carlsbad Marathon, Elite Racing Carlsbad 5000. Elite- Racing San 1 )iego Rock & Roll Marathon and New Wine Ministries. » Attended 13 trade shows targeting corporate, association and incentive groups, tour & travel business and sporting events. • Hosted four meeting planner educational tours providing opportunities for over 56 members to meet with 24 corporate, association, incentive, government and third party meeting planners. Sales Conversion Report Leads Generated Definite Bookings Deinite Room Nights 30K 25K Definite Room Nights 20K 15K 10K » Hosted one travel industry sales educational tour tor ten reservation agents from America West Vacations. • Conducted 91 personalized sales calls to meeting planners and travel trade representatives in San Diego, Orange County. Los Angeles, Sacramento, Las Vegas, Seattle and Washington, 1 )C. a Conducted seven reserva- tion center educational semi- nars and product launches to Walt Disney Travel Company, American Airlines, America West Vacations. AAA offices and Tripreservations.com. • Facilitated an eCommerce Summit bringing together San 1 )iego North partners with the top Internet compa- nies to discuss contracts. 2004 2005 % Change 410 380 -?% 113 111 -2% 30,985 31,385 +1% Corporate, Association and Incentive Market Trade Shows Jan MPt Professional tducational Conference (PEC) San Diego, CA Mar Destination Showcase Washington, DC Aftordabte M^tings Mid-America CWcago, It Int'l Assoc. of Administrative Professionals Escondido, CA Apr Affwdsbte Meetings West San Joss, CA Sep Affordable Meetings National Washington, DC S*t Incertlw TtawJ & Meeting Exacwtiws Chicago, It Dec CalSAE Seasonal Spectacular Sacramento, CA Api Apr Tour and Travel and Sports Trade Shows/Events Jan America West Product Launch Dallas, TX Jan Los Angeles Times Trade Show Long Beach, CA Feb California travel Market Trade Show Lake Tahoe, CA Mar American Airlines Product Launches Dallas & Arlington, TX Mar American Airlines Product Launches Arlington & Rosemont, IL May Row Wow New York, NY Jun America West Reservation Center Promotion Phoenix, AZ Sep SDNCVB eCommerce Summit Nov National Travel Assoc. Annual Convention Detroit, Ml Nov Teams 2005 Trade Show Fort Lauderdale, FL Dec Tripreservations.com Reservation Center Las Vegas, NV « Facilitated San Diego North members' participation in the CA Travel & Tourism Commission/Southwest Airlines CA promotions. • Maintained the "Keep It North" referral program. The program was designed to keep business in San Diego North. Marketing Highlights A strong marketing plan is instrumental in positioning San Diego North as an upscale, preferred resort destination.The following are highlights from the marketing department: • Generated more than 19:5,500 total visitor inquiries through walk-in, phone-in, write-in and Web site, a 34% increase over 2004. • Attracted nearly 175,000 unique users to the Bureau's Web site, a 38% increase over 2004. • Generated more than $122,000 in accommodation revenue and attraction tickets through our online booking engine, a 42%> increase over 2004. • Continued development of the Bureau's Web site with the addition of information about the new ARTS TIX North program, current and past enewsletters and Bureau eBulletins, and a relocation section, as well as a San Diego IQ test and relocation survey designed to augment our name capture efforts. • Grew consumer opt-in database by more than 3,850 names, a 147% increase over 2004. Distributed eight Getatt'ay Highlights enewslet- ters and epostcards to con- sumer opt-in database. The enewsletters had an average open rate ot 35%. » Secured editorial valued at over $1,467,000 in print and broadcast media, a 45% increase over 2004. Broadcast media val- ued at $622,000 included host- ing a segment of Good Morning Arizona. Print/electronic media valued at over $845,000 included Sunset Magazine, New York Post, Chicago Sun Times, IMS Angeles Times, Orange County Register, 'I'he Golfer, AAA Weitii'ays, Where to Retire and Neil'York Daily Neil's. • Conducted press trips to New York, Los Angeles, Orange County, San Francisco and Phoenix. Pitched San Diego North story ideas to a variety of print and broadcast media, including Conde Nast, Budget Trawl, Travel & Leisure I'anhly, Golfer Magazine, Sunset A4agazitie,AAA Westtt'ays, Los Angeles Times, San Francisco Chronicle and Arizona Republic. • Coordinated eight site visits with media highlighting San Diego North members. This included the broadcast of a Good Morning Arizona segment and writers on assignment for Arizona Food & Lifestyle, Sunset and Golf Connoisseur Magazine. • Produced the 2006 San Diego North Travel Planning and Conjereme Guide. The guide is distributed to visitor inquiries, meeting planners, tour opera- tors, travel agents and the media. Circulation is 40,000. • Implemented a cooperative advertising program in publi- cations such as Good Housekeeping and the California Official State Visitor's Guide & Travel Planner, which generat- ed 12,500 visitor inquiries. • Partnered with the San Diego Performing Arts League to become a satellite ticket outlet for ARTS TIX, a popu- lar half-price ticket service. • Conducted a comprehensive visitor demographic and eco- nomic impact study based on San Diego North inquiries. Nearly 10,000 print and electronic versions were sent. Membership • Maintained a 90% member- ship retention rate. • Made over 28,000 member referrals to individual leisure inquiries at the Bureau s Visitor Outer, a 49%> increase over 2004. In addition, over 13,400 member referrals were given through the business reply card in the visitor guide. • Distributed bimonthly eBulletins highlighting Bureau events, sales and marketing activities, member news and press leads. • Generated $1.46 million in in-kind services, a 33% increase over 2004. In-kind services include volunteers, meeting space, editorial and familiarization tours. Tlie San Diego North Convention & Visitors Bureau generated $24.2 million in leisure visitor spending and $9.6 million in group visitor spending for a total economic impact of $33.8 million. Leisure Inquiries Visitor Guide Requests Web Site Unique Users Total Inquiries 2004 2005 % Change 22J85 23,308 +2% 123,544 172,003 +39% 146,329 195,525 +34% Vision Statement We are the definitive voice and innovative leader of San Diego North, the premier year-round resort destination. Through aggressive and creative marketing of the San Diego North brand, we significantly increase visitor revenues, earning the financial and philosophical support of both the public and private sector. 2005 Annual Report Funding Distribution Sales & Marketing 63% Sales and Marketing Media 15% Research 5% Technology 15% Inquiry Fulfillment 17. Operations 34% Membership Programs 2% Education 1% Public Relations 11% Special Promotions 20% Fam Trips .5% Trade Shows & Sales Calls 16% The Public/Private Partnership Funding for Fiscal Year 2005-06 City of San Diego $380,900 County of San Diego $155,000 City of Carlsbad $100,000 City of Escondido $90,000 San Diego North Cities $63,000 Encinitas Oceanside Poway San Marcos Solana Beach Vista Membership $110,000 Co-op Promotions/Other $223,900 San Diego North Convention & Visitors Bureau Staff Cami Mattson, President and CEO Barbara Bovee, Director of Marketing & Operations Stephanie Colby-Aburto, Director of Sales Anna Wachtel, National Sales Manager Michelle Carlen, Sales Manager, Travel Industry Sales Stacy Kadrich, Marketing Manager Hilary Townsend, Public Relations Manager Debbie Mirageas, Office Manager Kathy Ward, Administrator Jennifer Reginelli, Sales Coordinator Board of Directors Tim Fennell, Chairman Del Mar Fairgrounds Bob Peckenpaugh, Vice Chairman, Rancho Bernardo Inn Robert Rauch, Vice Chairman Homewood Suites San Diego/ Del Mar Robert McClure, Treasurer San Diego Zoo's Wild Animal Park James S. Farley, Secretary James S. Farley Law Offices Robert Moore, Member-at-Large Hilton Garden Inn Carlsbad Beach Janet Beronio Harrah 's Rincon Casino & Resort Bruce Brainerd Hyatt Regency Lajolla Paul Corsinita San Diego Marriott Lajolla John Daley 101 Cafe, Oceanside Denise Dornfeld PRA Destination Management Ex Officios Patrick Dufiy Hilton Lajolla Toney Pines Julian Duval Quail Botanical Gardens Juanita Hayes Cal. State University San Marcos Nigella Hillgarth Ph.D. Birch Aquarium at Scripps John Jakobsen LEGOLAND California Chris Jennewein The San Diego Union-Tribune/ SignOnSanDiego.com Lucie Manley San Diego Marriott Del Mar Laura McDonald San Diego Gas & Electric Co. Nance Trevithick Four Seasons Resort Aviara Paul Van Elderen McMillin Realty Commercial Tammie Wheatley Radisson Suites Rancho Bernardo Carl Winston San Diego State University Total Budget $1,122,800 Jonathan Jacobs Radisson Suites Rancho Bernardo Rick Mansur J. C. Resorts, Inc. Our Mission Statement: To market San Diego North as a preferred visitor destination for the benefit of its members and its communities. 'NORTH ^AUTHENTIC. DIVERSE. (CALIFORNIA. Incorporated: 1976 360 N. Escondido Boulevard, Escondido, CA 92025-2600, 760-745-4741, Fax 760-745-4796, 800-848-3336 Sales Office: 6120 Paseo Del Norte, Suite L-l, Carlsbad, CA 92011, 160-603-1690, Fax 760-603-9570 www. sandiegonorth. com I&RTH QAUTHENTIC. DIVERSE. (CALIFORNIA. Date:March 7,2006 To:Mayor Claude Lewis and Carlsbad City Council Chairman Tim Fennell, CEO Del Mar Fairgrounds Vice Chairman Bob Peckenpaugh, Resort Manager Rancho Bernardo Inn Vice Chairman Robert Rauch, General Manager/Partner Homewood Suites San Diego/Del Mar Treasurer Robert McClure, Director San Diego Zoo's Wild Animal Park Secretary James S. Farley, Attorney At Law James S. Farley Law Offices Meniber-at-Large Robert Moore, General Manager Hilton Garden Inn Carlsbad Beach DIRECTORS: Janet Beronio, General Manager Harrah's Rincon Casino & Resort Bruce Brainerd, General Manager Hyatt Regency La Jolla Paul Corsinita, General Manager San Diego Marriott La Jolla John Daley, Owner 101 Cafe, Oceanside Patrick Duffy, General Manager Hilton La Jolla Torrey Pines Julian Duval, Executive Director Quail Botanical Gardens Juanita Hayes California State University San Marcos Nigella Hillgarth Ph.D. Executive Director Birch Aquarium at Scripps John Jakobsen, General Manager LEGOLAND California Chris Jennewein Director of Internet Operations The San Diego Union-Tribune/ SignOnSanDiego.com Lucie Manley, General Manager San Diego Marriott Del Mar Laura McDonald Public Affairs Manager San Diego Gas &: Electric Co. Nance Trevithick, Director of Sales Four Seasons Resort Aviara Paul Van Elderen, Managing Broker McMillin Realty Commercial Tammie Wheatley, General Manager Radisson Suite Hotel Rancho Bernardo Carl Winston, Program Director San Diego State University EX OFFICIOSi Jonathan Jacobs, Managing Partner Radisson Suite Hotel Rancho Bernardo Rick Mansur Senior Vice President of Operations J.C. Resorts, Inc. President & CEO Cami Mattson From: Re: Cami Mattson, President & CEO San Diego North Convention & Visitors Bureau Semi-Annual Performance Report - Carlsbad Thank you for the opportunity to present our Semi-Annual Report. The following summarizes July through December 2005 as it relates to group sales tourism promotion for the City of Carlsbad. Group Sales Carlsbad Business Booked from July 1 - December 31, 2005 Group Definite Bookings FYTD 05-06 LindaMood-Bell Getaway Today-2006 FIT Contracts ToGo's Corporate Global Domains International ACN Inc. & RVP International Engage the Flow Watkins Manufacturing- Sept. Training ACN Inc. & RVP International Watkins Manufacturing- Oct. Training United Church of God Watkins Manufacturing- Nov. Training Nike Golf Hotels.com/Expedia.com-2006 FITs Launch Incentives-Gilead Sciences World Golf Championships- Overflow Rooms World Golf Championships-Sponsors Rooms Total into Carlsbad for FY 05-06 FY 06-07 Getaway Today-2006 FIT Contracts Hotels.com/Expedia.com-2006 FITs Total into Carlsbad for FY 06-07 Grand Total into Carlsbad Event Start Date 07/25/2005 Aug 05-Jun 06 08/03/2005 08/15/2005 09/01/2005 09/10/2005 09/19/2005 09/21/2005 10/10/2005 10/17/2005 11/14/2005 12/12/2005 Jan-Jun 06 1/22/2006 02/20/2006 02/22/2006 Room Nights 11 132 N/A N/A N/A N/A 87 N/A 56 482 76 112 402 1,155 584 100 Attendees 30 396 10 10 100 40 20 100 15 217 18 25 1,206 250 292 50 Visitor Spending $6,569 $36,828 $331 $1,000 $274 $200 $15,280 $200 $11,460 $165,785 $13,752 $19,100 $112,158 $191,000 $223,088 $38,200 Jul-Dec 06 Jul-Dec 06 3,197 72 402 474 3,671 2,779 216 1,206 1,422 4,201 $835,225 $20,088 $112,158 $ 132,246 $ 967,471 05-06 Carlsbad Semi-Annual 4/11/2006 SAN DIEGO NORTH CONVENTION & VISITORS BUREAU Executive Office: 360 N. Escondido Boulevard, Escondido, California 92025-2600 Located At California Center For The Arts, Escondido Voice: 760-745-4741 800-848-3336 Fax: 760-745-4796 Sales ofece: 6120 Paseo Del Norte, Suite L-l, Carlsbad, California 92009-1118 Voice: 760-603-1690 800-848-3336 Fax:760-603-9570 www.sandiegonorth.com San Diego North CVB Funding Match of $50,000 The San Diego North has received $57,751 in private sector funds from Carlsbad businesses to supplement the City's $100,000 investment for Carlsbad promotion in group sales. These funds have come from co-op advertising, membership dues, and coop trade show participation. Sales Leads 179 group sales leads were generated for Carlsbad businesses with a potential of over 49,000 future room nights. Educational & Site Tours Conducted 3 site inspections of Carlsbad hotels and points of interest to secure business into the area for the following companies: CA Contractors State License Board, DC Festivals and Tripreservations.com. Coordinated a Carlsbad showcase tour for 12 corporate, association and incentive meeting planners from Orange County, San Diego, Las Vegas, Washington, DC and New Jersey who visited Carlsbad to site future meeting venues. The group enjoyed overnight accommodations at the La Costa Resort & Spa and toured other Carlsbad hotels. They also experienced A-l Biplanes, the Carlsbad Premium Outlets, Bellefleur Restaurant, and nightlife in the downtown village along with a driving tour by Palomar Airport, LEGOLAND, beaches, Batiquitos Lagoon and the many recreational opportunities. Trade Shows The sales team participated in the following five trade shows targeting contracted business for Carlsbad from tour operators, travel agents, e-commerce companies, associations, corporate, incentive and government meetings in a cooperative effort with Carlsbad partners. Travel Industry Sales Market * National Travel Association (NTA) Meetings & Convention Markets * Hotel Sales & Marketing Association International (HSMAI) Affordable Meetings National, Incentive & Travel Meetings Expo (ITME), Teams USA and California Society of Association Executives (CalSAE) Seasonal Spectacular. Personal Sales Calls Conducted 49 personalized sales calls to meeting planners and travel trade representatives in the following areas: San Diego, Orange County, Los Angeles, Sacramento, Las Vegas- Nevada, Seattle-WA and Washington-DC. 05-06 Carlsbad Semt-Annual - 2 - 4/11/2006 Client Relations & Account Retention Worked exclusively with the regional citywide conference, United Church of God "Feast of the Tabernacles", October 17-24, 2005, that was held at the California Center for the Arts Escondido. The event generated over $165,700 in visitor spending for the City of Carlsbad. This group is a direct result of the on-going effort of the geographical "clusters" that have been developed in targeting mini-citywide conferences that can be headquartered at various conference centers throughout the San Diego North region. The group sales department continues to solicit these types of conferences that utilize a variety of hotels in the surrounding areas, including hotels in Carlsbad. The mini-citywide World Golf Championships headquartered at La Costa Resort & Spa in February 2006 has once again utilized the services of the San Diego North CVB to assist with the overflow guestrooms and off-site attraction options. This group generates over 500 overflow room nights for Carlsbad hotels. Unfortunately, this is the final year the event will be held in Carlsbad. Direct Mail Sent direct mail pieces to 2,600 pre-registered meeting planner attendees for four trade shows. Planners were from various areas of the United States with the majority coming from Washington, DC, Northern & Southern California and the Midwest. Industry Memberships Maintained memberships in the following organizations for networking and new business 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 (ASAE), Hospitality Sales & Marketing Association International (HSMAI), Destination Marketing Association International (DMAI), Western Association of Convention & Visitors Bureaus (WACVB), Travel Industry Association (TIA), California Travel Industry Association (CalTIA), National Tour Association (NTA), Christian Meeting Conference Association (CMCA), National Association of Reunion Managers (NARM), Student Youth Travel Association (SYTA), Association Forum Chicago (AFC), and California Connection (CC). 05-06 Carlsbad Semi-Annual - 3 - 4/11/2006 Promotions We developed partnerships with In-Motion and Elite Racing, the organizers of the Carlsbad Marathon and the Carlsbad 5000, to assist with hotel contracts, site inspections, collecting history reports and providing on-line group reservations. Conducted an educational forum to promote Carlsbad hotels and attractions to over 35 reservation travel specialists for Tripreservations.com in Las Vegas, Nevada. Refined the "Keep It In Carlsbad" referral program. This program offers incentives to Carlsbad members for providing San Diego North CVB with displaced business leads in order to retain the business for Carlsbad. We continue to highlight Carlsbad on our trade show booth with photos of LEGOLAND and the Flower Fields and a map that features the name Carlsbad with the Flower Fields icon. We also feature these highlighted areas on the cover and inside of our group sales brochure that is used for sales kits, direct mail and trade show collateral. Hosted an e-commerce summit in September 2005 that brought together top-producing e- commerce partners and Carlsbad hotels and attractions. Discussions focused on new and existing partnerships, covering topics such as: contracting, marketing opportunities, Web site utilization, packaging, increasing room night production and more. Performance Measurements Tracked contracted bookings into Carlsbad, including guestrooms, food & beverage, and meeting room revenue. Tracked total visitor spending to determine overall economic impact that any specific group has to Carlsbad based on DMAI's direct delegate spending formula. Reporting & Outreach Conducted a semi-annual Carlsbad sales & marketing meeting with hospitality partners to discuss performance updates and new sales strategies. Completed a Carlsbad hotel business mix survey. The result of this survey will be used to develop new sales strategies for need periods for Carlsbad hotels. Attended various industry events and meetings affiliated with San Diego CVB (CONVIS), DMAI, MPI and SITE on behalf of Carlsbad partners. Met with 9 Carlsbad members individually to discuss business updates. Facilitated a San Diego North CVB member orientation to educate Carlsbad hospitality partners about sales and marketing programs and other available resources. 05-06 Carlsbad Semi-Annual - 4 - 4/11/2006 Complimentary Supplemental Marketing Produced 40,000 of the 160-page, San Diego North 2006 Travel Planning & Conference Guide. Seventy-three percent (73%) of our visitor inquiries bring their guide with them when they come. There are over 144 references to Carlsbad points of interest throughout the guide, including eight photographs. Updated the San Diego North Web site, including 426 Carlsbad mentions, plus links to Carlsbad members. There were nearly 175,000 unique visitors to the Web site last year. www.sandiegonorth.com. Included two questions about Carlsbad in our web site IQ survey to increase name capture for our opt-in consumer database. Highlighted Carlsbad members and/or events in two enewsletters which are sent to our opt- in consumer database. Through our online reservations, $11,382 was booked into Carlsbad hotels. San Diego North actively participates on the Highway 101 Association Board of Directors. Carlsbad highlights include Carlsbad Village, Alt Karlsbad and Neiman's Restaurant, to name just a few. Updated Bureau photo library with new images of Carlsbad. Visitor Center Referrals Provided 1,199 referrals to Carlsbad businesses through walk-in, phone-in, and write-in inquiries at our visitor center in Escondido. Received more than 860 business reply card requests from the San Diego North Travel Planning & Conference Guide for additional information on Carlsbad businesses Media Relations Generated editorial highlighting Carlsbad valued at $283,771, a 14% increase over the same period last year. This editorial showcased LEGOLAND California, La Costa Resort and Spa, Flower Fields at Carlsbad Ranch, Biplane Adventures, Four Seasons Resort Aviara and Carlsbad Premium Outlets to name just a few. The editorial appeared in media such as USA Today, Orange County Register, Arizona Republic, Smart Meetings, San Diego Union-Tribune, Preferred Destinations, and Association News. Hosted two media site visits to the Carlsbad area, including: Barry Whitehead, editor of Kerby News and Bobbie Zane, freelance writer for Fodor's Guide. Electronically distributed four press releases to a media database of 1,000 national, regional and local journalists promoting Carlsbad businesses, attractions, recreation and culture. Promoted Carlsbad in 25 story angles, which are listed in the pressroom on our Web site. They are pitched to travel writers on an ongoing basis. Listings include LEGOLAND, Four Seasons Resort Aviara, La Costa Resort and Spa, The Flower Fields at Carlsbad Ranch, and A 1 Biplane Adventures, to name just a few. 05-06 Carlsbad Semi-Annual - 5 - 4/11/2006 San Diego North CVB Performance Measure Sales Department Definite Groups Bookings 1. Sales Manager confirms with client and hospitality partner the business agreement by obtaining a copy of the contract. 2. Definite group is approved by SDNCVB director of sales. 3. Sales Manager processes the group as definite in the sales data base based on the member contract and estimates amount of revenue for forecasting. 4. A definite booking notification is distributed to other hospitality partners that also received the lead information advising them of the client's decision 5. Account is turned over to sales coordinator to finalize non-hotel needs of the group and generate additional business for other members. 6. Once group has traveled, a group evaluation form is sent to client to rate the overall San Diego North experience Completion Reports/Consumed Revenues 7. A completion report is sent to the contracting member by the 5th of the month after the group has traveled requesting total realized number of guestrooms and attendees and revenue amounts from guestrooms, food and beverage, meeting room rental and other outlets. This report is due back by the 10th of the month to the sales coordinator. 8. From the above information, a monthly consumed revenue report is generated providing an overview of the actual consumed revenues for each member and city. Sales Activity Reports 9. Sales Departments reports monthly the number of client and member site inspections, in-kind services, trade shows attended, sales calls conducted and other sales related activities. 10. Monthly report is generated from SDNCVB data base outlining each sales manager's production including the number of leads generated and definite groups. 11. Bi-annual and annual city reports are generated and distributed to the 9 funding cities. These reports recap the sales and marketing efforts completed by the staff that relate to each city's tourism plan. Also reported is a business booked breakdown for each fiscal year the business will travel that is a combination of realized and contracted business with our Visitor Spending formula applied. Marketing Department Inquiry Report 1. Walk-in visitor inquiries are captured from manual tick sheets kept by the staff working the visitor center desk. 2. Phone-in visitor inquiries are captured from manual tick sheets kept by all staff in the office to capture inquiry calls, plus the visitor guide requests input into the computer that resulted from phone calls (note: inquiry calls that result in a visitor guide request are only entered into the computer, they are not tallied on the tick sheets). 3. Write-in visitor inquiries are captured from the database for all request received for the specific time period. Write-in inquiries are nearly all received from the BRC requests from publications in which we advertise. These requests are sent via email and imported directly into the database. 4. Web site unique users are captured by counting visitor guide requests which are made on our Web site (which are emailed every day to the administrator and entered into the database), plus all other unique visitors to the Web site (which are reported in a monthly Web Trends Report compiled by our Web master). 5. Name captures are grown through our online promotions and measured in our opt-in database. 6. Online reservations are measured and growing through search engine optimization efforts. Editorial Report We calculate editorial value based on the cost per column inch that it would take for us to purchase advertising space that's equivalent to the editorial space received. Visitor Conversion Study 1. Survey methodology: We mail surveys to 10,000 visitor inquiries from the past year who are randomly chosen (every nth name) from the database after we have excluded any travel professionals and international inquires. We email surveys to approximately 5,000 name captures. 2. Of all the information garnered from our annual visitor conversion study, the calculation for economic impact for each city is by far the most important calculation made. a. We take the total number of visitor inquiries (less walk-ins) from the period of time we're measuring and multiply that by the percentage that actually visited SON after receiving the guide. (Walk-ins are excluded because they are not entered into our database and so are not part of the measured group.) b. Total economic impact of SON inquiries: We multiply the average length of stay in individual cities by the average expenditure per day, which is the average trip expenditure for people staying hi that city.