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HomeMy WebLinkAbout2022-01-12; Carlsbad Tourism Business Improvement District; ; Appointments to Visit Carlsbad BoardCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT Meeting Date: Jan. 12,2022 Subject: Appointments to Visit Carlsbad Board Recommended Action Adopt a resolution approving appointments of two members to the Visit Carlsbad Board. Item Explanation At its May 19, 2021 meeting, the Carlsbad Tourism Business Improvement District (CTBID) Advisory Board entered into an agreement with the Carlsbad Convention and Visitors Bureau (dba Visit Carlsbad) to provide tourism promotion services for the CTBID for the period July 1, 2021 through June 30, 2022. A provision in this contract was that the CTBID Advisory Board had to approve any changes to the Visit Carlsbad Board. In a letter dated Dec. 16, 2021 from Visit Carlsbad CEO, Kim Sidoriak, to CTBID Advisory Board Chair, Tim Stripe, the Visit Carlsbad Board is recommending that Kent Seiders, Head of Marketing for Legoland California Resort, and Yolanda Hartley, Director of Sales for Home 2 Suites by Hilton Carlsbad, be appointed to the Visit Carlsbad Board. Fiscal Impact None. Environmental Impact This action does not constitute a "project" within the meaning of the California Environmental Quality Act under California Public Resources Code Section 21065 in that it has no potential to cause either a direct physical change in the environment, or a reasonably foreseeable indirect physical change in the environment. Exhibits 1. CTBID Advisory Board resolution 2. Letter dated Dec. 16, 2021 from Visit Carlsbad CEO, Kim Sidoriak, to CTBID Advisory Board Chair, Tim Stripe, recommending that the CTBID Advisory Board approve the appointment of Kent Seiders, Head of Marketing for Legoland California Resort and Yolanda Hartley, Director of Sales for Home 2 Suites by Hilton Carlsbad to the Visit Carlsbad Board 3. Bio Kent Seiders 4. Bio Yolanda Hartley 5. List of Current Visit Carlsbad Board Members DocuSign Envelope ID: 1B93C9B3-5ED3-474B-904D-853FED2871CF RESOLUTION NO. 2022-1 A RESOLUTION OF THE ADVISORY BOARD OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT APPROVING THE APPOINTMENTS OF TWO MEMBERS TO THE VISIT CARLSBAD BOARD OF DIRECTORS EXHIBIT 1 WHEREAS, the Carlsbad Tourism Business Improvement District (CTBID) Advisory Board entered into an agreement with the Carlsbad Convention and Visitors Bureau (dba Visit Carlsbad) to provide tourism promotion services for the CTBID for the period July 1, 2021 through June 30, 2022; and WHEREAS, the agreement requires the CTBID Advisory Board to approve any changes to the Visit Carlsbad Board of Directors; and WHEREAS, the Visit Carlsbad Board is recommending that Kent Seiders, Head of Marketing for Legoland California Resort, and Yolanda Hartley, Director of Sales for Home 2 Suites by Hilton Carlsbad, be appointed to the Visit Carlsbad Board. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad, California, as follows: 1. The above recitations are true and correct. 2. The following persons are approved to serve on the Visit Carlsbad Board: Kent Seiders Yolanda Hartley PASSED, APPROVED AND ADOPTED at a Regular Meeting of the Advisory Board of the Carlsbad Tourism Business Improvement District on the _g_ day of January to wit: • 2022, by the following vote, AYES: STRIPE, GRAY, CHAPIN, CANEPA NAYS: N/A ABSENT: RAUCH BECERRA I ABSTAIN N/A tr~ Sfvipt- TIM STRIPE, Chair ~ra~, /,-u.AVIOLA MEDINA, City Clerk Services Manager (SEAL) v&ir.. carl·sbad --. . ' ' December 16, 2021 Cheryl Gerhardt Finance Manager City of Carlsbad Dear Cheryl, EXHIBIT 2 There are currently two vacancies on the Visit Carlsbad Board of Directors. At the December 3rd meeting, the Board recommended moving the following two replacement candidates for approval at the January 12 CTBID meeting: Kent Seiders Head of Marketing Legoland California Resort Kent has been with Legoland California resort since 2016, has an MBA from Cal State San Marcos and serves on the Digital and Content Committee for Visit California and is a Diversit)' & Inclusion Champion for Merlin Entertainments. Prior to his current role at Legoland CalifornLa Resort, Kent worked in the United Kingdom for two years at Thorpe Park Resort in London. Yolanda Hartley Director of Sales Home 2 Suites by Hilton Carlsbad Yolanda has been with Home 2 Suites since August 2020 and has worked in the San Diego County tourism industry since June 2006, including 4 years as National Sales Manager for Sen Diego North Convention & Visitors Bureau. Resumes for both candidates are enclosed. Please let me know if you have any questions or concerns and we look forward to presenting these candidates for approval at the January 12 CTBID meeting. Thank you, Kim Sidoriak President & CEO Visit Carlsbad EXHIBIT 3 Kent Seiders Carlsbad, CA 92008 • (949) 301-3429 • kentseiders@gmail.com Summary: International marketing director with 10+ years' experience in the direct-to-consumer and entertainment sectors, with a proven track record of leading cross-functional teams to execute award- winning integrated marketing campaigns. Professional Experience: Head of Marketing, June 2016 -Present LEGOLAND California Resort -Carlsbad, CA Oversee all direct-to-consumer integrated marketing and team of 10+, for the Resort's theme park, aquarium, two water parks, and two onsite hotels. • • • • • Launch integrated marketing plans to promote new product launches, online product and services sales, and special events that have secured three consecutive years of record-breaking EBITDA growth for Merlin's largest franchise to date Oversee media planning and advertising campaigns for all media channels, ensuring awareness and conversion KPI targets are hit and are optimized annually Brief and project manage creative production and content strategy for Resort's key priorities, inclusive of photography, video, and advertising units in collaboration with creative, media planning, and research agencies Generate and test data-led ECRM, mobile-app, and social media campaigns to drive awareness and commercial KPis, delivering an average of+ 15% website traffic, +SOK email acquisitions, and +4% direct bookings growth annually Leverage third-party partnerships, IPs, and trade clients to increase awareness, drive sales, and expand reach to the likes of LEGO, Warner Brothers, Coca-Cola, and more Senior Brand Manager, Sept 2014 -May 2016 Thorpe Park Resort -London, UK Managed all direct-to-consumer integrated marketing campaigns and in-house brand team of five, for the theme park, onsite hotel, and special events program. • • • • • • Achieved budgeted EBITDA growth after five years of business decline with full creative re- positioning, innovative new product launches, and re-branded seasonal event strategy Managed and delivered advertising campaigns for all paid channels in partnership with advertising, digital, and creative agencies Oversaw creative production and launched refreshed brand toolkits featuring new content strategy, photography, video, logos, fonts, tone-of-voice, and more leading a new 5-year brand development and repositioning strategy Pitched, secured and executed national on-pack and digital partnerships including the largest on-pack promotion in the Resort's history (50MM distribution) Oversaw and executed all marketing research in-house and through third party agencies, to evaluate brand tracking, test new ride and hotel concepts, and refreshed repositioning Leveraged third-party partnerships and IPs, to create new ride experiences, increase awareness, and drive sales to the likes of Lionsgate Horror Films, Rovio's Angry Birds, ITV's I'm A Celebrity Get Me Out of Here, Ministry of Sound, and more Membership & Promotions Representative, Feb 2012-Sept 2014 LEGOLAND California Resort -Carlsbad, CA Managed and implemented the Resort's direct marketing and ECRM strategies to recruit and sustain sales of annual pass membership programs. • Redesigned and implemented annual loyalty marketing strategy and campaigns resulting in a 28% increase in unit sales in debut season • Retained an average 30% renewal rate for members and drove incremental commercial spends with highly targeted digital awareness and conversion-driving campaigns • Project managed promotions and partnership opportunities with third party franchise partners, including Warner Brothers and Lucasfilm for all LEGOLAND attractions globally Marketing Management Trainee, Sept 2010-Feb 2012 Merlin Entertainments Group, Various Locations Selected to represent the United States region in Merlin's global management trainee program "Accelerate". Delivered special projects and drove business results in three six-month training assignments including: • National Promotions and eCommerce, Madame Tussauds New York-New York City, NY • Operations and Retail Manager, Madame Tussauds Las Vegas -Las Vegas, NV • Marketing & Sales Coordinator, Grand Opening of LEGOLAND Florida Resort -Orlando, FL Committees: • Digital & Content Committee -Visit California, 2020 -Present • Diversity & Inclusion Champion -Merlin Entertainments, 2020 -Present Notable Awards: • MBA Graduate Fellowship -California State University, San Marcos, 2020 • Leader of the Year-LEGOLAND California Resort, 2019 • 30 and Under Emerging Leader Award-California Travel Association, 2018 • Best Digital Campaign -LEGO LAND Castle Hotel -Experian, 2018 • Best Email & Social Integration -LEGOLAND Castle Hotel -eTourism Summit, 2018 • Best in British Digital-Derren Brown's Ghost Train -National UK BIMA Awards, 2016 Education: Master of Business Administration (MBA), December 2020 • General Business and Analytics • California State University, San Marcos Graduate Teaching Assistant, October 2020 -May 2021 • Master's Level Marketing & International Marketing Courses • California State University, San Marcos . Bachelor of Science in Business Administration -Marketing, May 2010 • Specialization in Integrated Marketing Communications • San Diego State University EXHIBIT 4 Yolanda Hartley Cell: (760) 504-9202, Email: yolandahartley@gmail.com STRENGTHS • Enthusiastic, self-motivated, detail oriented, goal-oriented and multi-tasker • Strong teamwork skills and motivation, demonstrate leadership, and strategic thinking • Revenue and yield strategies, maximized profitability, strategic sales and marketing planning EXPERIENCE: Home2 Suites by Hilton, Carlsbad, CA Director of Sales, August 2020 -Present • Prepare and manage the overall sales and marketing efforts for opening a new property during the Covid-19 pandemic. Property opened June 2020 • Innovate and execute strategies to uncover new opportunities to build customer loyalty, increase occupancy and maximize revenues Hyatt Place San Diego Vista/Carlsbad, Vista, CA Director of Sales, August 2017 -August 2020 • Managed the overall sales activities, increased the group sales by facilitating city-wide room blocks for events, strengthened relationships and secured contracts with transient market segments • Market share analysis review to position the property to maximize revenue growth • Prospected and generated new business, explored untapped markets, through phone solicitation, sales calls, site inspections, community participation, and attended industry related events Hospitality Softnet, Inc., San Diego, CA Business Development, Task Force Sales, June 2012 -July 2017 • Provided sales support to hotel sales teams across multiple brands to gain market share and assist with revenue growth objectives • Prospected and uncovered new transient, group, meeting and catering sales opportunities The Inn at Rancho Santa Fe, Rancho Santa Fe, CA National Sales Manager, September 2010-June 2012 • Responsible for the management and growth of group sales to meet monthly room night goals • Prospected and generated new group, meeting, and catering sales leads San Diego North Convention & Visitors Bureau, Carlsbad, CA National Sales Manager I Business Development Manager, January 2006 -August 2010 • Promoted & solicited group meetings for a collection of hotels & resorts in the northern San Diego region • Managed the growth and development of the association, corporate, incentive, and government market segments • Hosted familiarization tours for qualified potential customers to our region Bell Harbor Conference Center, Columbia Hospitality, Inc., Seattle, Washington Director of Sales, November 1998-June 2005 • Responsible for the management of 100,000 sq. ft. of conference meeting space • Prepared monthly sales forecast, booking pace reports, and annual budget • Developed and implemented sales and marketing strategies to maximize exposure, and ensure profitability University of Washington, Conference Management Department, Seattle, Washington Conference/Trade Show Manager, March 1994 -June 1998 EDUCATION: Bachelor of Arts, University of Washington, Seattle, Washington COMPUTER SOFTWARE EXPERIENCE: Proficient with Microsoft Office, Delphi, Hotel SalesPro, Opera and Reserve Hotel Property Management Systems, Hilton OnQ Property Management Systems REFERENCES: Available upon request. Board Member Troy Wood Chairman Michelle Zwirek Treasurer Secretary Rob Stirling Vice Chairman Christine Davis Director Julie Zahner Director VACANT Director VACANT Director Company Park Hyatt Aviara Resort Omni Resort La Costa Cape Rey Carlsbad Beach Carlsbad Village Business Association Sheraton/Westin Carlsbad Address Phone Email 7100 Aviara Resort Drive, 92011 (760) 603-6872 troy.wood@hyatt.com 2100 Costa Del Mar Road, 92011 6450 Carlsbad Blvd., 92008 400 Carlsbad Village Drive 92008 N/A (760) 438-9111 mzwirek@lacosta.com (760) 476-0800 rob.stirling@caperey.com (760)644-2121 info@carlsbad-village.com (760)827-2420 jzahner@sheratoncarlsbad.com EXHIBIT 5