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HomeMy WebLinkAbout2015-04-22; Carlsbad Tourism Business Improvement District; MinutesMINUTES MEETING OF: CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD SPECIAL MEETING DATE OF MEETING: April 22, 2015 TIME OF MEETING: 1:30 p.m. PLACE OF MEETING: Room 173A, Faraday Administrative Center, 1635 Faraday Avenue CALL TO ORDER: Chair Stripe called the Meeting to order at 1:33 p.m. ROLL CALL was taken by the Deputy City Clerk as follows: Present: Canepa, Akers, Stripe, Magor, Nayudu, Becerra, Samietz. Absent: None. CONSENT ITEMS: III. APPROVE MINUTES OF THE APRIL 16, 2014 MEETING IV. APPROVE MINUTES OF THE JANUARY 21, 2015 MEETING V. APPROVE MINUTES OF THE FEBRUARY 17, 2015 MEETING VI. APPROVE MINUTES OF THE MARCH 4, 2015 MEETING Motion by Board Member Nayudu and seconded by Board Member Magor, to approve Items III through VI, motion carried unanimously. REPORTS AND DISCUSSION ITEMS: The Board concurred at staffs request to discuss Item No. VIII before Item No. VII. 1) Financial Update Staff Liaison Cheryl Gerhardt provided the financial update for the board via a Powerpoint presentation (on file in the Office of the City Clerk). Ms. Gerhardt informed the board that TOT revenue and occupancy had been increasing over the prior 12 month period. Board Member Canepa asked the Executive Director of VisitCarlsbad to have Santa Maria removed from its monthly travel research report in order to provide a better reflection of the numbers in Santa Barbara. Ms. Gerhardt asked Mr. Ross if there could be a better definition ofthe San Diego area in the Travel Smith report that encompassed Sea World, Old Town and the airport locations. 2) CTBID Budget Subcommittee Recommendations CTBID Meeting -April 22, 2015 Page 2 Ms. Gerhardt provided the board with an overview ofthe budget subcommittee meetings, what was discussed and what is recommended for the 2015-2016 budget. Board Member Becerra stated the committee based the proposed budget on the recommendations ofthe Strategic Advisory Committee's Tourism Study. He added that the proposed budget included the positions of an IT staff person and Group Sales person for $300,000 and said an additional $200,000 was set aside for further discussion/implementation of how to bring additional people to visit Carlsbad. Board Member Magor added that the subcommittee wanted to develop a plan for a long-term strategy and used the Tourism Study as a benchmark during the budget development. VisitCarlsbad Executive Director Sam Ross explained to the BID board that the VisitCarlsbad Board (DMO board) met and developed a different budget than proposed by the BID subcommittee. He added that the DMO board created its budget proposing a 9% cut in digital marketing and to continue to cut this area in the budget on a gradual basis. In response to an inquiry from Board Member Magor, Mr. Ross explained that the outside vendor Mindgruve was receiving the entire current amount funded for digital marketing. Discussion ensued among the board regarding digital marketing and how to obtain measurements that translated into results. Mr. Ross provided a slide (on file in the Office ofthe City Clerk) that explained the funding allocations for the group sales marketing position. Ms. Ross indicated that the DMO board was currently working on a job description and expectations ofthe position. Chair Stripe requested that the BID board receive the proposed job description and expectations for review before the BID board allocates funding for this position. BID board members agreed that VisitCarlsbad should take its time and have all the resources and details ofthe plan ready before hiring this person. Ms. Gerhardt asked the board to provide direction to staff regarding final preparation ofthe 2015- 16 fiscal year budget for approval and direction regarding the contract with VisitCarlsbad. The BID board concurred that staff should prepare the budget as proposed by the BID budget subcommittee, amended to add an additional $35,000 to increase public relations from $35,000 to $70,000. The BID board directed staff: 1. To prepare the contract with VisitCarlsbad and indude a section that the BID board will approve via a request for proposal (RFP), the outside digital marketing vendor. 2. To place approval ofthe agreement on the May 21, 2015 meeting agenda. The board also concurred to include in the RFP, a budget for outside digital marketing from $200,000 up to $400,000. CTBID Meeting -April 22, 2015 Page 3 The board further clarified the process for the selection ofthe outside digital marketing vendor as follows: 1. The DMO will provide a draft ofthe RFP to the BID board before the May 21, 2015 meeting 2. Staff will place discussion/approval ofthe RFP on the May 21, 2015 meeting agenda 3. The DMO will narrow the final candidates to the top two or three vendors, and provide the background information on the final candidates to board members before the meeting when the vendors will make their 20 minute presentations to the BID board 4. The DMO is to ask the proposed vendors to provide a definition of the outcome utilizing numbers if possible for the board to review before the presentations. 3) Short Term Vacation Rental Update Ms. Gerhardt provided the board with an overview of the ordinance introduced at the City Council meeting held April 21, 2015, stating that Council chose to allow short term rentals in the coastal zone area ofthe city only. She added that there were several details regarding enforcement in this area as well as in other areas of the city that staff would continue to work on. Board Member Magor left the meeting at 2:47 p.m. PUBLIC COMMENT: None. GENERAL COUNSEL COMMENT: None. ADJOURNMENT: By proper motion the CTBID Advisory Board meeting held April 22, 2015, was adjourned at 2:50 p.m. Sherry Freisinger Deputy City Clerk