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HomeMy WebLinkAbout2021-10-13; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly ReportsVisit Carlsbad FINANCIAL SNAPSHOT ae~e;;;;u:$.i,.~:·;•,i:-ge:~.,a7J~:1\t7··,;:,:skept~rnb~~r.-:·· .... :··;:. _ ... ·.:. •·· ........ · .... ·: __ :_··:··:i _· .a • .-:·· ... -: · .: _ •.. · .: ···:·.· ... :/:_·· - .$5(1'0:)000·:;"::.·:··' ... ':·.:: .·:.:·· .. ::::_._::·~·i::·····.:.:_.·_.:-<.': .. ::· .·:.::·,,:·: .. __ :··. ····:_. .. ·. ··· ...... ···: -: ..... ··_·.·····.: .. : .-:· ·-.. · ·. ··. ·:··. ·: ..... >:· .· ·. ·;.:;:;.. . . . ·.;. : ". : .. . . . .. : ... . 1·~ve~1Jes :Acfual'..~;llly ~:·S:epten:iber .:-·.· . . ..Total ~xpenses J.ul.y :-S~!P•,ember .· .. · .. $2.8~,662:--:".. .. . . .. .. : ·. ·· .. · . . : ::. $"1.48 ~47<i · .·: . .. . . · · ::··. . . .. . . . . : . . . . . . . . .. . • • •• • • ·> • • •• • • • ••• • • •• . .. . . .. .. .. . . . . . . . . . . . . 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The rise in travel and hospitality services continued to grow throughoutthe quarter, as indicated by the success of Visit Carlsbad's paid media campaigns. Top 5 Conversion by Channel for Q1 FY2022: 1. Google Organic: 35,979 (+186%YoY) 2. Google Ads: 6,960 (+15% YoY) 3. Facebook Ads: 3,264 (UTM tracking is being filtered into two sources, YoY percentage changes aren't conclusive. Elevated team to follow-up) 4. Direct Traffic: 2,759 (-17% YoY) 5. Yahoo Organic: 1,243 (+121% YoY) Source. Google Analytics . . Jul 1, 2020-·:Sep 30\ 2020 ■, goof!le l organtc ■ ·facebook J cpc 1111 google / cpc ·(direct} 1 (none) ■ pa.rndora. / radio 111._.,cpc/_facebpo~ l'l ibr~~r J orga.nrc · :;iahoo 1' a1r:gani'c Visit Carlsbad PUBLIC RELATIONS Visit Carlsbad NEXT STEPS Visit Carlsbad THANK YOU Exhibit 2 WAGSTAFF MEDIA & MARKETING CLIENT ACTIVITY REPORT VISIT CARLSBAD I QUARTERLY REPORT - WAGSTAFF CLIENT ACTIVITY REPORT JULY 15 -OCT 1 • Secured 29 placements in national and local media, garnered 222,735,152 media impressions and an estimated ad value of $2,060,298. • Media Highlights Include: • Los Angeles Times • USAToday • Forbes • INSIDER • Thrillist Maite Conway Ross Managing Partner maite@wagstaffmktg.com 31 0-980-0027 Audrey Davidow Account Manager audrey@wagstaffmktg.com 323-273-2631 Olivia Taverner Account Coordinator otaverner@wagstaffmktg.com 626-31 8-4782 WA·GSTAFF MEDIA & MARKETING LOS ANGELES I NEW YORK I CHICAGO I SAN FRANCISCO I VANCOUVER wags ta If 111 k tg.c o 111 EXHIBIT 3 Budget vs. Actuals: 2021-2022 July 2021 -Sept 2021 Total %of Actual Budget over Budget Budget Income 700 Public Sources 0.00 0.00 0.00 701 CTBID Revenues 289,662.24 3,000,000.00 -2,710,337.76 9.66% Total 700 Public Sources $ 289,662.24 $ 3,000,000.00 -$ 2,710,337.76 9.66% 705 Private Sources 0.00 0.00 0.00 707 Coop Advertising 9,000.00 0.00 9,000.00 Total 705 Private Sources $, 9,000.00 $ 0.00 $ 9,000.00 Total Income $ 298,662.24 $ 3,000,000.00 -$ 2,701,337.76 . 9.96% Gross Profit $ 298,662.24 $ 3,000,000.00 -$ 2,701,337.76 9.96% Expenses 800 Labor Expenses 0.00 0.00 0.00 802 Salaries -Direct Labor 0.00 0.00 0.00 801 President & CEO 0.00 264,000.00 -264,000.00 0.00% 802.5 Director of Marketing & Communications 25,104.18 110,000.00 -84,895.82 22.82% 806.2 Group Sales Manager 0.00 65,000.00 -65,000.00 0.00% Total 802 Salaries -Direct Labor $ 25,104.18 $ 439,000.00 -$ 413,895.82 5.72% 803 Employee Benefits 4,393.12 0.00 4,393.12 803.1 Employee Paid Benefit 0.00 72,000.00 -72,000.00 0.00% Total 803 Employee Benefits $ 4,393.12 $ 72,000.00 -$ 67,606.88 6.10% 806 Payroll Tax Expense 978.56 34,000.00 -33,021.44 2.88% Payroll Tax Expense (SUl,FUTA) 1,072.55 · 0.00 1,072.55 Total 800 Labor Expenses $ 31,548.41 $ 545,000.00 -$ 513,451.59 5.79% 804 Workmans Comp 884.00 8,000.00 -7, 116.00 11.05% 808 Staff Bonus Pool 0.00 17,000.00 -17,000.00 0.00% 900 Promotional Programs 0.00 0.00 0.00 901 Advertising & Production 0.00 0.00 0.00 901.1 Winter/Spring Ad Campaign 0.00 300,000.00 -300,000.00 0.00% 901.2 Fall Ad Campaign 72,989.87 300,000.00 -227,010.13 24.33% 901.5 Golf Marketing Campaign 0.00 90,000.00 -90,000.00 0.00% 901.6 Expedia SD Co-op Campaign 20,000.00 40,000.00 -20,000.00 50.00% Total 901 Advertising & Production $ 92,989.87 $ 730,000.00 -$ 637,010.13 12.74% 902 Destination Research 6,000.00 100,000.00 -94,000.00 6.00% 904 Travel & Entertainment 2,858.03 15,000.00 -12,141.97 19.05% .905 Dues & Subscriptions 6,199.61 27,000.00 -20,800.39 22.96% 906 Collateral Prod. & Fulfillment 1,563.98 3,000.00 -1,436.02 52.13% 907 Public Relations Events 35,483.87 100,000.00 -64,516.13 35.48% Total 900 Promotional Programs $ 145,095.36 $ 975,000.00 -$ 829,904.64 14.88% 908 Group Direct Services 0.00 0.00 0.00 908.1 Technology 0.00 3,000.00 -3,000.00 0.00% 908.11 Site Inspections 292.00 10,000.00 -9,708.00 2.92% EXHIBIT 3 908.3 Memembership/Dues 0.00 3,000.00 -3,000.00 0.00% 908.4 Group Incentive 0.00 400,000.00 -400,000.00 0.00% 908.5 Sponsorship/Partnerships 0.00 20,000.00 -20,000.00 0.00% 908.6 Marketing/Advertising 0.00 75,000.00 -75,000.00 0.00% 908.8 Travel & Entertainment 8.25 10,000.00 -9,991.75 0.08% 908.9 Tradeshows 0.00 25,000.00 -25,000.00 0.00% Total 908 Group Direct Services $ 300.25 $ 546,000.00 -$ 545,699.75 0.05% 911 Social Media Advertising 14,314.06 43,450.00 -29,135.94 32.94% 912 Google PPC/Display 16,255.31 85,000.00 -68,744.69 19.12% 913 Content Creation 5,200.00 18,000.00 -12,800.00 28.89% 914 Video Programing/Development 350.00 72,000.00 -71,650.00 0.49% 915 Website Redsign 0.00 120,000.00 -120,000.00 0.00% 916 Ad Agency Campaign/Creative Development 0.00 200,000.00 -200,000.00 0.00% 917 Remarketing Campaign 15,000.00 65,000.00 -50,000.00 23.08% 918 Mobile Visitor Center Experience 0.00 50,000.00 -50,000.00 0.00% 919 Website Hosting 1,350.00 6,000.00 -4,650.00 22.50% 920 PR Media FAMNisits 15.98 40,000.00 -39,984.02 0.04% 921 Digital Agency Fees 4,800.00 28,800.00 -24,000.00 16.67% 922 Photo Shoots 0.00 70,000.00 -70,000.00 0.00% 950 General Administration Expenses 0.00 0.00 0.00 / 952 Equipment Rental & Maintenance 906.21 2,000.00 -1,093.79 45.31% 953 Facility Repairs & Maintenance 0.00 3,000.00 -3,000.00 0.00% 954 General Liabilty Insurance 1,020.00 2,500.00 -1,480.00 40.80% 956 Office Supplies 0.00 15,000.00 -15,000.00 0.00% 957 Postage 0.00 100.00 -100.00 0.00% 958 Taxes -General 169.04 150.00 19.04 112.69% 959 Telephone 1,919.48 10,000.00 · -8,080.52 19.19% 960 Professional Services 5,223.49 15,000.00 -9,776.51 34.82% 961 Office Space Rental 0.00 50,000.00 -50,000.00 0.00% 962 Miscellaneous Expenses 255.95 1,000.00 -744.05 25.60% 963 Utilities 440.93 5,000.00 -4,559.07 8.82% 964 Computer Expense 9.99 7,000.00 -6,990.01 0.14% Total 950 General Administration Expenses $ 9,945.09 $ 110,750.00 -$ 100,804.91 8.98% Payroll Expenses 0.00 0.00 0.00 Wages 1,707.68 0.00 1,707.68 Total Payroll Expenses $ 1,707.68 $ 0.00 $ 1,707.68 Total Expenses $ 246,766.14 $ 3,000,000.00 -$ 2,753,233.86 8.23% Net Operating Income $ 51,896.10 $ 0.00 $ 51,896.10 Thursday, Oct 07, 2021 09:12:28 AM GMT-7 -Cash Basis