HomeMy WebLinkAbout2021-05-19; Carlsbad Tourism Business Improvement District; 05-21-203; Approve Agreement between CTBID and the Carlsbad Convention and Visitors BureauAB# 05-21-203
CTBID STAFF
MTG. 5-19-21 Approve Agreement between CTBID and the GENERAL
Carlsbad Convention and Visitors Bureau COUNSEL
CV:P
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
RECOMMENDED ACTION:
1. Adopt a resolution authorizing the Chairperson to enter into an agreement between the Carlsbad
Tourism Business Improvement District (CTBID) and the Carlsbad Convention and Visitors Bureau
(CCVB) for tourism promotion services for the period July 1, 2021 through June 30, 2022.
ITEM EXPLANATION:
Since the inception of the Carlsbad Tourism Business Improvement District (CTBID), the CTBID Advisory
Board has contracted with Carlsbad Convention and Visitors Bureau, a 501(c)(6) corporation (dba Visit
Carlsbad), to provide tourism marketing services for the CTBID. The scope of those services has included
operation of the visitor center, web site development and administration, print and Internet advertising,
public relations and various other tourism marketing activities identified in the contract. CCVB develops a
program of work and presents it to the CTBID Advisory Board for approval along with the proposed budget
for the work, which is then included in the CTBID annual budget.
At the April 14, 2021 CTBID Advisory Board meeting, CCVB presented to the CTBID Advisory Board its
proposed program of work and budget for fiscal year 2021-22. Based on its review and discussion of CCVB's
proposal, the CTBID Advisory Board directed staff to bring back the contract for approval and to include
funding for the contract in the CTBID's 2021-22 budget.
Following discussion, if the CTBID Advisory Board would like CCVB to provide promotional and tourism
marketing services for fiscal year 2021-22, as outlined in the contract, the CTBID Advisory Board should
adopt the resolution in Exhibit 1.
FISCAL IMPACT:
For the fiscal year 2021-22, projected revenues for the CTBID are estimated at $3,600,000. The total
payment for this contract for this twelve-month period is $3,000,000. The CTBID's reserves as of July 1,
2021, are estimated to be $1,033,139.
ENVIRONMENTAL IMPACT:
This action does not qualify as a project under the California Environment Quality Act ("CEQA") and will
not have a physical adverse effect on the environment. (CEQA Guidelines 15378(b)(5).)
EXHIBITS:
1. Resolution authorizing the Chairperson to enter into an agreement between the CTBID and the CCVB
for tourism promotion services for the period July 1, 2021 through June 30, 2022.
1A. Agreement with CCVB for promotion of tourism and visitor services.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardtcarlsbadca.gov
DocuSign 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.
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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
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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.
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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
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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.
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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.
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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
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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.
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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
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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
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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.
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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
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