Loading...
HomeMy WebLinkAbout2021-05-19; Carlsbad Tourism Business Improvement District; Resolution 2021-2DocuSign Envelope ID: 24504549-1E4D-4B36-872A-FD9E94A07CAB EXHIBIT 1 RESOLUTION NO. 2021-2 A RESOLUTION OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT ADVISORY BOARD AUTHORIZING THE CHAIRPERSON TO EXECUTE AN AGREEMENT WITH THE CARLSBAD CONVENTION AND VISITORS BUREAU FOR TOURISM PROMOTION SERVICES WHEREAS, on November 15, 2005, the City Council of the City of Carlsbad adopted Ordinance No. NS-778 enacting Chapter 3.37 of the Carlsbad Municipal Code and creating the Carlsbad Tourism Business Improvement District (CTBID); and WHEREAS, the primary purpose of the CTBID is to promote tourism and provide services to visitors to the City of Carlsbad; and . WHEREAS, the City Council has authorized the CTBID Advisory Board to conduct the business of the CTBID in the time, place and manner that best suits the needs of the Advisory Board, subject to the control of federal, state and local laws governing the activities of a Business Improvement District; and WHEREAS, the City Council has provided the Advisory Board with the ability to contract for services necessary to carry out the purpose of the CTBID; and WHEREAS, the Advisory Board has determined that it is in the best interest of the CTBID to promote tourism and provide services to visitors to the City of Carlsbad through the use of agencies that currently exist in the community to provide these services; and WHEREAS, the Advisory Board has determined that the Carlsbad Convention and Visitors Bureau (Bureau) possesses the necessary skills to provide services related to the promotion of tourism; and WHEREAS, the Bureau has agreed to provide tourism promotion services under the terms and conditions of the attached agreement (Exhibit 1A) for the term July 1, 2021 through June 30, 2022. NOW, THEREFORE, BE IT RESOLVED by the Carlsbad Tourism Business Improvement District Advisory Board, as follows: 1. That the above recitations are true and correct. DocuSign Envelope ID: 24504549-1E4D-4636-872A-FD9E94A07CAB EXHIBIT 1 2. That subject to review and approval of the CTBID General Counsel, and the contract's execution by the Bureau, the Chairperson is authorized to execute the attached agreement (Exhibit 1A) between the CTBID and the Bureau to provide professional services related to tourism promotion. PASSED, APPROVED, AND ADOPTED at a special meeting of the Carlsbad Tourism Business Improvement District Advisory Board on the 19 day of May 2021, by the following vote to wit: AYES: Stripe, Rauch, Canepa, Gray, Hughes, Chapin, Becerra NOES: Oa ABSENT: n/a -ll Sfrift, TIM STRIPE Chair ATTEST: '16( 6,rne2, D-epvi) cif() C)oraz BARBARA ENGLESON Pro Tern Clerk of the Carlsbad Tourism Business Improvement District DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT 1A AGREEMENT FOR PROMOTION OF TOURISM AND VISITOR SERVICES CARLSBAD CONVENTION AND VISITORS BUREAU THIS AGREEMENT is made and entered into as of the 5 •1-11, day of 20l, by and between the Carlsbad Tourism Business Improvement District (CTBID), and the Carlsbad Convention and Visitors Bureau, a non-profit, corporation ("Contractor"). RECITALS A.CTBID requires the professional services of a contractor that is experienced in providing tourism and visitor promotion programs and services. B.Contractor has the necessary experience in providing professional services related to tourism and visitor promotion programs and services. C.Selection of Contractor is expected to achieve the desired results in an expedited fashion. D.Contractor has submitted a proposal to CTBID and has affirmed its willingness and ability to perform such work. NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, CTBID and Contractor agree as follows: I. SCOPE OF WORK CTBID retains Contractor to perform, and Contractor 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. The Services are subject to further review and amendment within 60 days after Contractor's Executive Director commences employment with Contractor. 2.STANDARD OF PERFORMANCE While performing the Services, Contractor will exercise the reasonable professional care and skill customarily exercised by reputable members of Contractor'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 for a period of one (1) year from the date July 1, 2021 through June 30, 2022. 4.TIME IS OF THE ESSENCE Time is of the essence for each and every provision of this Agreement. 5.COMPENSATION The total fee payable for the Services to be performed during the initial Agreement term shall not exceed three million dollars ($3,000,000). No other compensation for the Services will be allowed except for items covered by subsequent amendments to this Agreement. The CTBID reserves the right to withhold a ten percent (10%) retention until CTBID has accepted the work and/or Services specified in Exhibit "A". Compensation will be made in twelve (12) monthly installments. The first installment of Fifty Thousand dollars ($50,000) shall be payable in the first full week of July 2021. DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT 1 A Subsequent installments shall be paid in the first full week of each month, through the term of this Agreement. Subsequent installments will be based on the approved actual expenses from the prior month and may not exceed Two Hundred and Fifty Thousand dollars ($250,000). Adjustments to pay dates may be necessary due to the cash balance in the fund. The CTBID reserves the right to terminate or reduce funding levels outlined in the Agreement in the event of CTBID revenue reductions. Recommended deductions will be reported to the CTBID Board who shall determine the modified funding level. 6.PREVAILING WAGE RATES Any work performed under this Agreement is subject to state prevailing wage laws. The general prevailing rate of wages, for each craft or type of worker needed to execute the contract, shall be those as determined by the Director of Industrial Relations pursuant to the Section 1770, 1773 and 1773.1 of the California Labor Code. Pursuant to Section 1773.2 of the California Labor code, a current copy of applicable wage rates is on file with the CTBID secretary.. Contractor shall not pay less than the said specified prevailing rates of wages to all such workers employed by Contractor in the execution of the Agreement. Contractor and any subcontractors shall comply with Section 1776 of the California Labor Code, which generally requires keeping accurate payroll records, verifying and certifying payroll records, and making them available for inspection. Contractor shall require any subcontractors to comply with Section 1776. 7.STATUS OF CONTRACTOR Contractor will perform the Services in Contractor's own way as an independent contractor and in pursuit of Contractor's independent calling, and not as an employee of CTBID, the City of Carlsbad, or affiliated entities. Contractor will be under control of CTBID only as to the result to be accomplished but will consult with CTBID as necessary. The persons used by Contractor to provide services under this Agreement will not be considered employees of CTBID for any purposes. Contractor will not change its Board without approval of the CTBID Board during the term of the contract. The payment made to Contractor pursuant to the Agreement will be the full and complete compensation to which Contractor is entitled. CTBID will not make any federal or state tax withholdings on behalf of Contractor or its agents, employees or subcontractors. CTBID will not be required to pay any workers' compensation insurance or unemployment contributions on behalf of Contractor or its employees or subcontractors. Contractor agrees to indemnify CTBID, the City of Carlsbad, and affiliated entities within thirty (30) days for any tax, retirement contribution, social security, overtime payment, unemployment payment or workers' compensation payment which CTBID, the City of Carlsbad, or affiliated entities may be required to make on behalf of Contractor or any agent, employee, or subcontractor of Contractor for work done under this Agreement. At the CTBID's election, CTBID may deduct the indemnification amount from any balance owing to Contractor. 8.SUBCONTRACTING Contractor will not subcontract any portion of the Services without prior written approval of CTBID. If Contractor subcontracts any of the Services, Contractor will be fully responsible to CTBID for the acts and omissions of Contractor's subcontractor and of the persons either directly or indirectly employed by the subcontractor, as Contractor is for the acts and omissions of persons directly employed by Contractor. Nothing contained in this Agreement will create any contractual relationship between any subcontractor of Contractor and CTBID. Contractor will be responsible for payment of subcontractors. Contractor will bind every subcontractor and every subcontractor 2 DocuSign Envelope ID: 4030ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT 1A of a subcontractor by the terms of this Agreement applicable to Contractor's work unless specifically noted to the contrary in the subcontract and approved in writing by CTBID. 9.OTHER CONTRACTORS The CTBID reserves the right to employ other Contractors in connection with the Services. 10.INDEMNIFICATION Contractor agrees to indemnify and hold harmless the CTBID, the City of Carlsbad, and their officers, officials, employees, agents and volunteers from and against all claims, damages, losses and expenses including attorney fees arising out of the performance of the work described herein caused by any negligence, recklessness, or willful misconduct of the Contractor, 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 fees, costs or expense CTBID, the City of Carlsbad, or an affiliated entity incurs or makes to or on behalf of an injured employee under a self-administered workers' compensation program 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. 11.INSURANCE Contractor 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 Contractor or Contractor'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-:VII"; OR with a surplus line insurer on the State of California's List of Approved Surplus Line Insurers (LASLI) with a rating in the latest Best's Key Rating Guide of at least "A:X"; OR an alien non-admitted insurer listed by the National Association of Insurance Commissioners (NAIC) latest quarterly listings report. 11.1 Coverage and Limits. Contractor will maintain the types of coverage and minimum limits indicated below, unless the CTBID approves a lower amount. These minimum amounts of coverage will not constitute any limitations or cap on Contractor's indemnification obligations under this Agreement. CTBID, its officers, agents and employees make no representation that the limits of the insurance specified to be carried by Contractor pursuant to this Agreement are adequate to protect Contractor. If Contractor believes that any required insurance coverage is inadequate, Contractor will obtain such additional insurance coverage, as Contractor deems adequate, at Contractor's sole expense. The full limits available to the named insured shall also be available and applicable to the CTBID as an additional insured. 11.1.1 Commercial General Liability (CGL) Insurance. Insurance written on an "occurrence" basis, including personal & advertising injury, with limits no less than $2,000,000 per occurrence. If a general aggregate limit applies, either the general aggregate limit shall apply separately to this project/location or the general aggregate limit shall be twice the required occurrence limit. 11.1.2 Automobile Liability. (if the use of an automobile is involved for Contractor's work for CTBID). $1,000,000 combined single-limit per accident for bodily injury and property damage. 3 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT IA 11.1.3 Workers' Compensation and Employer's Liability. Workers' Compensation limits as required by the California Labor Code. Workers' Compensation will not be required if Contractor has no employees and provides, to CTBID's satisfaction, a declaration stating this. 11.1.4 Professional Liability. Errors and omissions liability appropriate to Contractor'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. 11.2 Additional Provisions. Contractor will ensure that the policies of insurance required under this Agreement contain, or are endorsed to contain, the following provisions: 11.2.1 The CTBID and the City of Carlsbad will be named as additional insureds on Commercial General Liability which shall provide primary coverage to the CTBID and the City of Carlsbad. 11.2.2 Contractor will obtain occurrence coverage, excluding Professional Liability, which will be written as claims-made coverage. 11.2.3 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 CTBID sent by certified mail pursuant to the Notice provisions of this Agreement. 11.3 Providing Certificates of Insurance and Endorsements. Prior to CTBID's execution of this Agreement, Contractor will furnish certificates of insurance and endorsements to CTBID. 11.4 Failure to Maintain Coverage. If Contractor fails to maintain any of these insurance coverages, then CTBID will have the option to declare Contractor in breach, or may purchase replacement insurance or pay the premiums that are due on existing policies in order to maintain the required coverages. Contractor is responsible for any payments made by CTBID to obtain or maintain insurance and CTBID may collect these payments from Contractor or deduct the amount paid from any sums due Contractor under this Agreement. 11.5 Submission of Insurance Policies. CTBID reserves the right to require, at any time, complete and certified copies of any or all required insurance policies and endorsements. 12.BUSINESS LICENSE Contractor will obtain and maintain a City of Carlsbad Business License for the term of the Agreement, as may be amended from time-to-time. 13.ACCOUNTING RECORDS Contractor will maintain complete and accurate records with respect to costs incurred under this Agreement. All records will be clearly identifiable. Contractor will allow a representative of CTBID during normal business hours to examine, audit, and make transcripts or copies of records and any other documents created pursuant to this Agreement. Contractor 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. 14.OWNERSHIP OF DOCUMENTS All work product produced by Contractor or its agents, employees, and subcontractors pursuant to this Agreement is the property of CTBID. In the event this Agreement is terminated, all work product produced by Contractor or its agents, employees and subcontractors pursuant to this 4 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT 1A Agreement will be delivered at once to CTBID. Contractor will have the right to make one (1) copy of the work product for Contractor's records. 15.COPYRIGHTS Contractor agrees that all copyrights that arise from-the services will be vested in CTBID and Contractor relinquishes all claims to the copyrights in favor of CTBID. II 11 I- II // 16.NOTICES The name of the persons who are authorized to give written notice or to receive written notice on behalf of CTBID and on behalf of Contractor under this Agreement. For CTBID For Contractor Name Cheryl Gerhardt Name Mark Rudyk Interim Executive Director Title CTBID Staff Title Visit Carlsbad Department Finance Manager Address 400 Carlsbad Village Drive City of Carlsbad Carlsbad, CA 92008 Address 1635 Faraday Ave. Phone No. 949-415-9569 Carlsbad, CA 92008 Email markr@visitcarlsbad.com Phone No. 760-602-2468 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. 17.RESERVED 18.GENERAL COMPLIANCE WITH LAWS Contractor will keep fully informed of federal, state and local laws and ordinances and regulations which in any manner affect those employed by Contractor, or in any way affect the performance of the Services by Contractor. Contractor will at all times observe and comply with these laws, ordinances, and regulations and will be responsible for the compliance of Contractor's services with all applicable laws, ordinances and regulations. Contractor 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. 19.DISCRIMINATION AND HARASSMENT PROHIBITED Contractor will comply with all applicable local, state and federal laws and regulations prohibiting discrimination and harassment. 5 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-13BBAOB1 F9CA9 EXHIBIT 1A 20.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 Contractor or CTBID 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 (10) business days. If the resolution thus obtained is unsatisfactory to the aggrieved party, a letter outlining the disputes will be forwarded to the CTBID Board. The CTBID Board 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 CTBID Board will be binding upon the parties involved, although nothing in this procedure will prohibit the parties from seeking remedies available to them at law. 21.TERMINATION In the event of the Contractor's failure to prosecute, deliver, or perform the Services, CTBID may terminate this Agreement for nonperformance by notifying Contractor by certified mail of the termination. If CTBID decides to abandon or indefinitely postpone the work or services contemplated by this Agreement, CTBID may terminate this Agreement upon written notice to Contractor. Upon notification of termination, Contractor has five (5) business days to deliver any documents owned by CTBID and all work in progress to CTBID address contained in this Agreement. CTBID will make a determination of fact based upon the work product delivered to CTBID and of the percentage of work that Contractor has performed which is usable and of worth to CTBID in having the Agreement completed. Based upon that finding CTBID 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 CTBID, Contractor will assemble the work product and put it in order for proper filing and closing and deliver it to CTBID. Contractor will be paid for work performed to the termination date; however, the total will not exceed the lump sum fee payable under this Agreement. CTBID will make the final determination as to the portions of tasks completed and the compensation to be made. 22.COVENANTS AGAINST CONTINGENT FEES Contractor warrants that Contractor has not employed or retained any company or person, other than a bona fide employee working for Contractor, to solicit or secure this Agreement, and that Contractor 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, CTBID 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. 23.CLAIMS AND LAWSUITS By signing this Agreement, Contractor agrees that any Agreement claim submitted to CTBID 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. Contractor acknowledges that if a false claim is submitted to CTBID, it may be considered fraud and Contractor may be subject to criminal prosecution. Contractor acknowledges that California Government Code sections 12650 et seq,, 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 6 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT IA information. If CTBID seeks to recover penalties pursuant to the False Claims Act, it is entitled to recover its litigation costs, including attorney's fees. Contractor acknowledges that the filing of a false claim may subject Contractor to an administrative debarment proceeding as the result of which Contractor may be prevented to act as a Contractor for the CTBID for a period of up to five (5) years. Contractor acknowledges debarment by another jurisdiction is grounds for CTBID to terminate this Agreement. 24.JURISDICTION 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. 25.SUCCESSORS AND ASSIGNS It is mutually understood and agreed that this Agreement will be binding upon CTBID and Contractor and their respective successors. Neither this Agreement nor any part of it nor any monies due or to become due under it may be assigned by Contractor without the prior consent of CTBID, which shall not be unreasonably withheld. 26.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 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. II II II II II II II II II II // // // // //. // II II II II II II II II II II II 7 DocuSign Envelope ID: 4C3OED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT I A 27. AUTHORITY The individuals executing this Agreement and the instruments referenced in it on behalf of Contractor each represent and warrant that they have the legal power, right and actual authority to bind Contractor to the terms and conditions of this Agreement. CONTRACTOR, Carlsbad Convention Carlsbad Business & Tourism and Visitors Bureau Improvement District (CTBID) Bv: Wool.. B • Tim Stripe, Chairperson Troy Wood, Chairperson ATTEST: By 4 4;- Pecto{ 6-0610,21 Dept/s. Michelle Zwirek, Treasurer/Secretary ‘` BARBARA ENGLESON Clew 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. Group A Group B Chairman, Secretary, President, or Assistant Secretary, Vice-President CFO or Assistant Treasurer Otherwise, the corporation must 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: CELIA A. BREWER, General Counsel BY: • Pfr/iftstli/e------- Assistant General Counsel 8 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT 1A EXHIBIT "A" SCOPE OF SERVICES Task 1: Promotion of the city of Carlsbad through targeted advertising & other promotional programs Contractor will promote the destination and tourism businesses of the city of Carlsbad through targeted media campaigns that focus on the need periods of tourism. These include the Fall, Winter and Spring timeframes. Contractor will also conduct additional campaigns that focus on the golf and lodging segments specifically. Contractor will measure the ad media campaign effectiveness as well as any direct ROI results. These campaigns will be a fully integrated strategy that will use many different types of advertising, including digital banners, digital radio, online/mobile video, CTV video, in-home video, retargeted media, behavioral targeting, search engine marketing. Deliverables: Quarterly reporting of ad campaign effectiveness, incremental room night, ROI and additional performance metrics. Task 2: Destination research into travel and tourism behavior and trends for Carlsbad Using data platforms and additional research studies, Contractor will perform and provide all partners data that relates to the destination and travel intent. This can include targeted GPS data results and studied points of interest, as well as third party vendor studies. Deliverables: Quarterly reporting of travel trends for tourism coming into the City of Carlsbad and completed studies of any third-party research and reporting. Task 3: Public relations outreach and campaigns to promote the destination of Carlsbad Contractor will partner with credible news organizations and media experts/writers to execute multiple stories, media and both print and digital output that focuses on various parts of the destination for both leisure and group travel. This may be conducted by an in-house staff position or contracted relationship with a public relations agency/staff. This will include hosting media to the destination, hosting media events and working with both local/regional/national outlets for the promotion of Carlsbad. Deliverables: Quarterly reporting of related activities, stories, reach, media value and metrics. Task 4: Paid and organic social media posting and campaigns Through daily posting of organic content and media Contractor will provide a robust and continuing social media program that focuses and showcases the various parts of the city and the businesses within it. Additionally, paid campaigns will focus on promoting specific segments of the destination to draw awareness and attraction to these areas. This will include lodging, activities, events, restaurants/dining, group meetings, outdoors, shopping and more. Deliverables: Quarterly reporting of social media activities and reach plus paid campaign results. Task 5: Year-round digital advertising search engine marketing campaigns 9 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT IA Through the digital mediums of Search Engine Advertising and Search Engine Display, Contractor will study and execute complex keyword analysis and execute against the top search queries to provide website traffic sponsored results and awareness to VisitCarlsbad.com for the many different parts of the destination and businesses. Deliverables: Quarterly reporting of spend, reach and comprehensive results to attract visitors to the visitcarlsbad.com website. Task 6: Content and video asset production Contractor will execute a campaign to provide timely and relative video asset creations that will focus on a reoccurring production schedule to make consumable media that will be distributed among many outlets including the website, social and online channels, partners and paid campaigns. Contractor will also conduct and write three (3) curated blog articles each month that will focus on all parts of the destination and be used for targeted monthly email campaigns. Deliverables: Three (3) written blog articles per month, up to two (2) monthly programmatic video episodes promoting Carlsbad throughout the year. Task 7: Website redesign and development for VisitCarlsbad.com Contractor will manage and upkeep the visitcarlsbad.com website and content/assets while performing a complete rehaul and redesign of the domain. This will include an updated user experience including: look and feel, user interface and technology plus expanded areas for both leisure and group sales information. The website will be expanded and made mobile friendly while providing comprehensive listings of services and businesses within the city of Carlsbad. Deliverables: Quarterly reporting of web statistics, new developments, and updates on progress, a timeline outlining scope of website development project, and the execution of a request for proposal (RFP) process for selecting final vendor partner. Task 8: Creation of new "look and feel" among all campaigns and media in partnership with third-party ad agency to match updated website design and branding Executing a full RFP search for the best agency, Contractor will partner and build an updated look, feel and embodiment that will translate to an effective and emotional tie for visitors to the destination. This will create a solidified persona for the destination while taking in account of all of the destination assets and unique points that will result in a unified user experience when promoting the destination as a whole. This will then translate through all media campaigns, website, content creation and all areas that Contractor manages in order to keep consistent and branded guidelines to all presentations of the destination. Deliverables: Execute an RFP search, develop and execute a segmented timeline to work through the key ideas and points to deliver a complete brand for Contractor to utilize, including word choice, narrative, visual looks and feel. Task 9: Establishment of a robust group sales program that focuses on the destination and group hotels in order to promote and incentivize increased group business. 10 DocuSign Envelope ID: 4C30ED9A-6C48-46F8-BE5E-BBBA0B1F9CA9 EXHIBIT IA Contractor will execute a Sales program that will focus on new and reoccurring group bookings, leisure sales as well as destination awareness and promotion as a premiere group venue option. This will include the promotion of the destination on a global scale for group business through active trade show and meeting programs, site visits and tours and any means to educate meeting planners on the destination offerings and abilities. Deliverables: Quarterly reporting of program results and bookings, listings of active leads and pipeline business, managing a citywide schedule of related events and conferences. Task 10: Provide visitor information for tourism within the destination Contractor will be an outlet and provide information to visiting guests seeking more information on things to do, where to stay or any other questions while here. This could include services located within the Contractor offices, maintaining the Carlsbad Visitor Center, execution of external outreach within the destination and various outlets for providing more information and answering queries. Deliverables: Quarterly reporting of visitor services reach and results. FEES Staffing Labor Budget: $596,000 Promotional Programs Promotional Programs Budget $1,733,250 Group Direct Services Group Meetings Budget: $546,000 General Administration Administration Budget: $124,750 TOTAL: $3,000,000 11