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HomeMy WebLinkAbout2023-01-11; Carlsbad Tourism Business Improvement District; Resolution 2023-002DocuSign Envelope ID: C78955BA-DCB3-4B8D-A18E-F4C06D8CE6AA RESOLUTION NO. 2023-002 A RESOLUTION OF THE ADVISORY BOARD OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT APPROVING A GRANT PROPOSAL FROM THE CARLSBAD 5000 AND ALLOCATING $20,000 OF CTBID GRANT FUNDING FOR FY2022-23 TO THE CARLSBAD 5000 WHEREAS, on March 18, 2008, the Advisory Board the Carlsbad Tourism Business Improvement District (CTBID) established a grant program to fund programs and activities that promote overnight stays in Carlsbad; and WHEREAS, on October 12, 2022, the Advisory Board updated its Grant Policy to further support tourism and tourism-related events in Carlsbad; and WHEREAS, organizers of the Carlsbad 5000 submitted a grant application (Attachment A & B to this resolution), which was deemed to be complete and to meet the requirements of the Grant Policy; and WHEREAS, per the Grant Policy, the Visit Carlsbad Board reviewed the application and made a funding recommendation to the CTBID Advisory Board; and WHEREAS the CTBID Advisory Board at its January 11, 2023 meeting, reviewed, discussed, and a pp roved the grant application. NOW, THEREFORE, BE IT RESOLVED by the Advisory Board of the Carlsbad Tourism Business Improvement District, as follows: 1.That the above recitations are true and correct. 2.That the Advisory Board approves the grant proposal from the organizers of the Carlsbad 5000 and allocates grant funding in the amount of $20,000 to the Carlsbad 5000 in accordance with grant policy guidelines. DocuSign Envelope ID: C78955BA-DCB3-4B8D-A18E-F4C06O8CE6AA PASSED, APPROVED, AND ADOPTED at a regular meeting of the Advisory Board of the Carlsbad Tourism Business Improvement District on the 11th day of January 2022, by the following vote to wit: AYES: Stripe, Canepa, Rauch, Chapin NAYS: None ABSENT: Mason, Zupanski, Becerra ABSTAIN: None TIM STRIPE, Chair SHERRY FREISINGER, City Clerk (SEAL) Exhibit 1 -Attachment A CTBID Grant Guidelines & Application -FY 2022-2023 CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT Grant Application -FY 2022-2023 (city of Carlsbad Use this form to apply for a CTBID grant to fund a program or event. NOTE: CTBID grants to fund destination transportation services will hove a separate application and defined call for applications. To express interest or to ask a question, email business@carlsbodca.gov Applicant Information Name of proposed program/event: Co..<\ sba..a S'ono Name of Applicant/Organization: 6 r o ~..awoc ~ e W\~ \l'-..'(t,t\.l e I l,L C. Address: t 1 l.\ GI< ~"-S "' .. ~ o,. J ~k. l AJ J Contact Name: , Jo kV\ S "'~ f-h Title:. _____________ _ Email: d0 k"@ Ct-<IJ~~ !'aoc> • CAM Phone: 6f ,f -513-I l(,'11 Federal Tax ID # or Social Security#: g J -114 0 Y 61 Amount of Grant Request: $ 2.o,oa o Program/Event Description (Use up to five additional pages if necessary for the following answers): Proposed Date or timeframe of event: Ar<; I 1-l, io i J Is the date firm 1 'I e..J Describe your program or event: Include potential alignment with key experience pillars, whether the event is a new event and If there Is potential to establish as a marquis recurring event for Carlsbad. %(..f o( 'h C)\-'N,, d.t> ~~+ Describe how the program/event will benefit tourism in Carlsbad: ,_ t, ~ h ~ d.»vv-~-1 Projected number of out-of-town visltors:. __ 1........_/_S"_0_0 ____ _ Projected number of hotel room nights utillzed: ___ I_,,,.., _5_0_0 __ Carlsbad Tourism Business Improvement District 1635 Faraday Ave. • Carlsbad, CA 92008 , 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov CTBID Grant Guidelines & Application -FY 2022-2023 Describe the estimated media coverage of the event: fl&,( n ~ <L>t~~f Experience with Proposed Program/Event Has the program/event taken place before In Carlsbad? If so, how many times has it taken place? 1~s. <-vif) ~t~r: ..s:",~ /'IS(,. P~1ii~s -fwSiftAf5 cl~ ' Cov~-i-M 1> w .. c. Describe program/event history, compliance, success, etc.: l Financial Capabilities/Budget CTBID Grants cannot make up more than 2596 of overall event revenue. Describe other funding sources and levels including committed funds and potential matching funds: Cl<~ b a&« cl.!CM~f Describe how CTBID grant funds would be used: (See list offunding limitations) /lA1c.t -b a~ d.o""' ~t Applicant Background This applicant Is a (an): __ Non-Profit A-For-Profit __ Local Public Agency __ Individual __ Other Years in Business: 37 Number of Employees: J Number of Volunteers: 2)0 Are there other organizations, agencies, or businesses partnered on this application? If so, list them: Carlsbad Tourism Business Improvement District 1635 Faraday Ave. • Carlsbad, CA 92008 • 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov fo CTBID Grant Guidelines & Application -FY 2022-2023 Marketing Materials Requirement CTBID grant recipients will be required to recognize on all printed material that grant program is funded in part by the CTBIO. The applicant acknowledges and agrees to adhere to the marketing requirements described above. -X_, acknowledge marketing requirements Reporting Requirements Depending on the grant amount and type of program/event, a report on how granted funds were spent, event budget, number of room nights generated, proof of meeting marketing requirements, and/or a media coverage recap may be required to be filed with the CTBIO within 30 days of the event conclusion. Proof of program expenses (i.e. receipts) are required to be held for two years during which time the CTBID reserves the right to audit the records. CTBIO staff will provide the applicant with any necessary reporting requirements prior to the distribution of funds. As noted in the CTBID grant guidelines, should a grant-funded event fail to take place, or miss its target by more than 50%, the grant recipient may be required to return a portion of or all granted funds to the CTBID. The applicant acknowledges and agrees to adhere to the reporting requirements described above. X I acknowledge reporting requirements Certification I, the undersigned, do hereby attest that the above information is true and correct to the best of my knowledge and that if awarded funds II rk ting and reporting requirements will be met. Submittal Information To submit your application, email a completed copy, including attachments to business@carlsbadca.gov with the subject: CTBID Grant Application. Allow two business days to acknowledge submittal. CTBIO Staff will keep applicants informed of progress during consideration. If you have questions about the application, please email business@carlsbadca.gov. Carlsbad Tourism Business Improvement District 1635 Faraday Ave. • Carlsbad, CA 92008 • 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov DocuSign Envelope ID: C78955BA-DCB3-4B8D-A18E-F4C06O8CE6AA CTIB GRANT APPLICATION FORM Describe your program or event: The Carlsbad 5000 is an annual 2-day running event in the Spring that brings over 10,000 runners and spectators to Carlsbad Village. An iconic event not only in San Diego or California but in the international running world of running. Known as the "World's Fastest 5K", the annual road race attracts runners of all ages and abilities, including the fastest professional runners in the world competing in the Elite Invitational. It's not just a moniker -the Carlsbad 5000 has set 17 World Records and 8 U.S. records for the 5K road distance since its inception in 1986. Saturday, April 1st, is the annual Health & Fitness Expo in Carlsbad Village. Runners/friends & family pick up their race items and engage with the 40+ endemic and non-endemic brands activating on-site. On the main stage, we have a 6-hour run-of-show consisting of various fitness classes, yoga sessions, running seminars, and Q&A's with keynote speakers, including our ambassador, Olympian Meb Keflezighi. On Sunday, April 2nd, over 7,000 runners compete in various categories based on age and ability, all culminating with the Elite Invitationals, where we expect over 3,000 spectators to line the course for a chance to witness a world record-setting race. Throughout the day, runners, spectators, and friends & family enjoy the famous Party by the Sea in Carlsbad Village. Including a live band and the Pizza Port Beer Garden. Describe how the program/event will benefit tourism in Carlsbad: The Carlsbad 5000 holds an iconic prestige in the running world, which draws a large destination crowd. We want to take advantage of this legacy and create an all-encompassing destination weekend for our audience beyond the excitement of race day. Our plan is to create a destination program with a goal of increased travel and hotel nights booked in the City of Carlsbad. We will partner once again with Visit Carlsbad and all the local properties to develop compelling offers, feature hotels, and increase our out-of-market participants along with an increased number of friends and family. In 2022, per our report, we drew in over 1,000 estimated hotel nights booked on behalf of our 2-day event. 27% of our runner base came from outside San Diego County, and our registrant data recorded that runners from 33 states and 15 countries traveled to Carlsbad to participate in the Carlsbad 5000 in 2022. Describe the estimated media coverage of the event: In 2022, we had an estimated 77 Million media impressions. Please refer to the full recap of 2022 PR & Media in the deck I've included. We are hoping to increase these numbers with the help of this grant for 2023 and future use. Our goal is to attain 100 Million media impressions over the course of the 2023 event cycle. DocuSign Envelope ID: C78955BA-DCB3-4B8D-A 18E-F4C06D8CE6AA Describe the program/event history, compliance, success, etc: The Carlsbad 5000 has been a Spring staple in the Carlsbad community for 37 years. We have set 17 world records at the 5K road distance, earning our tagline and trademark; the World's Fastest 5K. We work closely year-round and cherish our relationships with the City, Police Department, and community of Carlsbad along with organizations such as Visit Carlsbad, Carlsbad Village Association, and the Village Faire. It is a legacy event honored by the global running community and in 2022, we saw an incredible attendance rate and immensely positive response after our return from a 2-year hiatus due to Covid-19. In 2022, our event sold out with an attendance of 7,000 runners and 3,000+ spectators. Describe other funding sources and levels including committed funds and potential matching funds: Our LLC, Groundwork Endurance, spends $50,000 in yearly marketing and advertising efforts. Our race is a for-profit entity that relies on participant registration and sponsorship money to meet our yearly budget goals. In 2022, with a limited budget and conservative planning, we were able to hit our registration sell-out number and gauge the increased demand for our event post-pandemic. In 2023, we are looking to expand in terms of marketing efforts to bring in a larger out-of-market contingency to the City of Carlsbad for our 2-day running event. Describe how CBTID grant funds would be used: The CTBID grant funds will be used in marketing efforts to bring in runners along with friends and family from outside of San Diego County to the City of Carlsbad utilizing specifically targeted hotel accommodations and tourist attractions in the City of Carlsbad in partnership with our 2-day running event. We want to create high-level video content with an emphasis on Carlsbad sights and attractions beyond the Carlsbad 5000, and with specific Carlsbad and Visit Carlsbad branding and ad placement within campaigns. Following the race in 2022, our video production broadcast of the event was extremely well-received in the global running community. Our 17-minute video of the Men's and Women's Elite Invitational now has 110K views on YouTube. The video highlights the City of Carlsbad throughout the broadcast by use of drone footage and Carlsbad-specific commentary by world-renowned running commentators, Tony Reavis and Meb Keflezighi. We want to expand on this success by creating shorter video content to attract runners from all over the us to visit Carlsbad and not only run the Carlsbad 5000, but also spectate one of the legendary elite races in the world. In addition to this video content-specific campaign highlighting travel and hotels in Carlsbad in partnership with Carlsbad 5000, grant funds will be used in specific methods as documented below: DocuSign Envelope ID: C78955BA-DCB3-4B8D-A 18E-F4C06D8CE6AA •Digital and social marketing opportunities with influencers and other trackable digital channels (e.g., paid digital and social media advertising, e-blasts, website takeovers, banner ads, podcasts, and other media opportunities) •Out-of-home advertising in Los Angeles, Northern California, Arizona, Nevada •Continued running-specific advertising placements in print and digital with destination incentives •Sponsor Placements in endemic influencer opportunities (e.g., running clubs, health clubs, running stores) WORLD'S FASTEST 5K Iconic road race featuring nearly 2 miles along the coastline overlooking the sand and surf of the Carlsbad beaches ALLDAV20K Runners complete a total of 20K by running the 5K course four times JUNIOR CARLSBAD Tiny racers take on a 1-mile or half-mile distanceon the famed Carlsbad5000 course , Carlsbad 5000 is an internationally recognized event, drawing 7,000 runners in 2022. 27% of those runners came from outside San Diego County ESTIMATED HOTEL NIGHTS in 2022 ~~{lsbad Extend campaign length for targeted digital marketing to ideal markets Secure out of home advertising in surrounding major cities, with focus on LA, NorCal, Arizona, Nevada Continuing running-specific advertising placements in print and digital with destination incentives Sponsor placements in endemic influencer opportunities GRANT REQUEST THANK YOU •• ce:L~S~~~fs:PIV.1 · PRESENTED BY -..r National 1'111111111111 UNIVERSITY CARLSBADS f6· WORLD'S FAST[ST SK. • •• , PRESENTED BY .NATIONAL UNIVERSITY 14% Southern California (LA/OC) 17% San Diego County 69% The 2022 Carlsbad 5000 hosted a field of runners representing 15 coun ries & 33 states Professional Degree 13% High School Diploma 14% Masters Degree+ 31% Database: 18,500+ Avi;J Open Rate? Avg Click Rate 48''/, 5% ta Durin egistr Dec une-2022 CARLSBADS000.COM Toto! Pcige V1E:>ws Total Unique V1st1to1s 7.7 Million 768,000 I ( Chee e2022 e Ra uTube Over 105K views! .. Presenting Partner NATIONAL UNIVERSITY Premier Partners ~Mobile ~PRESSIO --=--REPmEvE· ~ BROOKS ,> COOi.A FLEET t FEET SAN DIEGO HECep . Lyric Elite Partners 13!ij APl'.ZZAPORT V,BREWING <O. • ~ . e-1--- tStl ENGEL&VOLKERS wahoo , 2·022 Carlsbad 5000 PR/ Media Recap I Pif!&lltO "' J!.¥.L CARLSBAD�vuv 8 NATIONAL . .,.,,., 1'IICSI ..- ••• , Ul<IVERSITY Event Overview .......... @ NATIONAL UNIVEAS\T'I' After a 1,092-day pandemic-delay, the Carlsbad 5000 returned on Sunday, May 22, 2022. The event earned an estimated 77,180,000 online, broadcast and print media impressions. (Source: News Exposure� Nielsen Media Research, Inc.) Event Highlights •After a three-year pandemic hiatus, the Carlsbad 5000 presented by National Universitycelebrated its 36th runningon Sunday, May 22.•Sixteen world records have been set at Carlsbad, earning it the nickname "World's Fastest SK"featuring nine age-group and kid's races, starting with the Men's Masters at 6:55 am. In addition to many of San Diego's fastest runners, the race attracted the star power of defending championEd Cheserek, who defended his title, winningin 13:44.•Ethiopia'sBiruktayitDegefa, the three-time Houston Marathon champion, made her SK debut on the road an impressive one, winning in 15:29, a 4:59 per-mile pace.•Over 6,000 runners and joggers enjoyedthe splash of the surf and clean salt air along the traffic-free Pacific Coast Highway 101, then sipped two­ free brews in the Pizza Port Beer Garden.•The race's official charity was the Lucky Duck Foundation, a local non­ profit dedicated to fighting homelessness in San Diego County. 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"tlQt.Uw_..n. .. hlaLd. --r'nl\ltftOill�­'lhr-trn:nnmt!!dM.000. .,., \lm&l thcr,;,ana, « �.a\m'I hPcl lbt: ar.uv,, � akin& CuUbad .... .,..,._ �1'1tallk\f0f� 6bwlulit • -.1d CJbrn:k. .,..., 1Jit11"40ftO.Octtlrn1ML• APIIL I. 21122 TUE Ca,U� NEWS 17 SPORTS In the, long run, Carlsbad 5000 too iconic to fade away sports talk �ht §an JBir90 ltaien�Wribunt with�C�S1Llt11'i:,i1It nee � �rt �ny, -wiih acl«c-�Lt wtarin.l illllll thl!' aloof tbdr 1!acs. Qt couno, bofort'! lho ■SPORTS Reigning Champ Ed Cheserek Edges San Diegan Reid Buchanan in Carlsbad 5000 Return by Editor May22,2022 Share this: 0 G) ,j; • iiii @ The Carlsbad S000 returned Sunday. Photo credit: Television News Coverage _.,.-@ NATIONAL UNIYU.SITY kpbs SAN DIEGO � FIRST ALERT FORECAST IUl41·iiltldll■IPIWl·!IH·i6I3/fP_§ili•hifi41EIILfARIJ}•l%11 '=45 11.� 2022 Media Summary Total Report Generated: Total Story Count: Total Audience: Total Nielsen Audience: Total Unique Visitors: Total-Cale Publicity Value: 09 Jun 2022 16:51 :11 UTC 175 154,361,713 296,547 154,065,166 $492,579 (Source: News Exposure, Nielsen Media Research, Inc.) """""'"' �NATIONAL 1/;;;;I IJNIYU.SIT'I" ... , CARLSBADSOOO. WORLD'S rASrfST SK-••• , 2022 Carlsbad 5000 D.istribution of Funds and Grant Reporting Carlsbad 5000 is requesting reimbursement from the Carlsbad Tourism Business Improvement District for $5,225 as part of the 2022 CTBID Grant Program. The sum of $5,225 was used by Carlsbad 5000 to fund advertising campaigns in markets outsid.e of San Diego County to bring in participants to stay in hotels in Carlsbad and to support the local economy of Carlsbad, specifically around Carlsbad Village, near the event site. The 2022 Carlsbad 5000 had 7,000 total registrants, 27.4% of which came in from outside of San Diego County. Our post-race survey results show that 898 runners stayed in a hotel in Carlsbad for an average of 1.5 nights totaling an estimated 1,347 hotel nights booked in the city of Carlsbad. Our registrant data recorded that runners from 33 states and 15 countries came to visit Carlsbad to run the 2022 Carlsbad 5000. These results were made possible via our own marketing efforts including a partnership with Visit Carlsbad, where we dedicated _a page in the navigation bar on our website to promote Visit Carlsbad, Carlsbad Village, and the surrounding hotels and resorts in the area. Click here to yjew the webpage. We also promoted Visit Carlsbad through social media, in-person expo promotions, grassroots initiatives, and we sent out two dedicated marketing emails to a database of 18,000+ runners promoting Visit Carlsbad and highlighting hotels to choose from i� Carlsbad. The messaging was to spend a long weekend in Carlsbad centered around our race. One of the key components of extending visits over race weekend was our decision to put on the packet pickup/race expo on Saturday, May 21. We had a very impressive number of 4,178 runners come into town to pick up their bib/race packet on Saturday bringing our total estimated foot traffic within Carlsbad Village to 5,000 on Saturday, May 21, and 9,000 on Sunday, May 22 for the race day. Below is documented use and application of the money used in out-of-market advertising as part of the 2022 CTBID Grant from the City of Carlsbad. Campaign Description Cost Payment Complete by Carlsbad 5000? Facebook & lnstagram marketing campaign targeting $3,000 Yes runners in the Los Angeles area Facebook & lnstagram marketing campaign targeting $2,000 Yes runners in the Arizona, Utah, Nevada, Texas areas Email list sent out to runners in the Los Angeles and Orange $225 Yes County areas via Raceplace Ads Attached are detailed reports of the 2 Facebook & lnstagram campaigns and copies of invoices paid by Carlsbad 5000 for $5000 (2 Facebook & lnstagram campaigns) and $225 (Raceplace Ads Invoice). After review, please remit payment to Groundwork Endurance, LLC for the total of $5,225.00. Please make check out to the address below: Groundwork Endurance, LLC 224 Birmingham Dr. #1A3 Cardiff, CA 92007 From: To: Cc: Subject: Date: Attachments: Hey Matt- lllbn..Smilb Matt..Sanflllll � laJ:ift.Smilll; .klbn..Smilb. carlsbad 5000 2023 Budget Thursday, January s, 2023 3:10:43 PM tma9eCXll POA Great speaking with you today. So here is our overall operating budget for the 2023 Carlsbad 5000. Exhibit 1 -Attachment B Then we have different breakdown areas for Advertising ($50,000), PR ($4,000), Marketing ($20,000), Video & Photography ($7,500) that adds up to $81,500 in what we would define as total Marketing budget. The operating budget is $256,690.00 and then we have a management fee on top of this for $37,500.00 to the Contract Team Easy Day Sports. Thus, the total cost in 2023 this year is budgeted at $294,190.00 NET. Hope this helps explain and show the total cost to run and operate Carlsbad 5000 each year. Thanks again for your consideration on the Grant. Best, John iew • )7 Filter John Smith President/ Owner Carlsbad 5000 (858)583-1366 John@Car!sbadsooo comWorld's Fastest 5k since 1986! Arial -. Q Carlsbad 5000 2023 Budget * 10 -. B I tr CAUTION: Do not open attachments or click on links unless you recognize the sender and know the content is safe.