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Home My WebLink About; ; Fiscal Year-End Performance Report - Carlsbad; 2005-06-13i dUTHBNTIC. DIVfiRSE. CALIFORNIA. Date: To: September 1 3 , 2004 Cynthia Haas, Economic Development Direct0 City of Carlsbad OPPlcguI CbmUn lim hnncll. CEOlGnml Manager Del Mar Falrpundl Vlcc chalrmm From: Cami Mattson, President & CEO San Diego North Convention & Visitors Bureau Fiscal Year-End Performance Report - Carlsbad Robm Rauch. Managng Dirccror RA Rauch & Auoorm. Inc, Trclvmr Roben MCCIIJIC. mlCm hpry Jam S hrlq. Amm Janu~ S Fdy Lw Oxca DlRECTOR.9. hm BoeLr. Markcung L)lrcctor sm mgo z00’swdd hid Park Re: Thank you for the opportunity to present our fiscal year-end report. The following summarizes July 2003 through June 2004 as it relates to group sales tourism promotion for the City of At Law CarLbrd Company Smm Carlsbad. Paul Coninin. Gcned Muugc~ San Dicp Marrioa L JoUr John Daky. Omcr . 101 GG. Ocunridc Julian Dud. E.xecudvc Dircmr Qd Boonid Gdm Spn cold Gnml Manager Hilmn L Job Tonq Pimi Mly Goldnun.V.P: of Ma*rdng Harnh5 Rinmn him & Rmn eE2?EL of Commerce NigelL Hw Ph.D. hdn Director BiKh Aquarium at Scripp Evrn lrnd PublirherlCEO Nod Sm Diep County Magazine J6hn Jhobun. Gnd Manager LEGOLAND Glifomi. Kcvin Lean Aoociau Publisher San Dicp Magnine Lynn kc. Dimror.ofWa PR4 San Diego Nod Lun McDo~ld Public ABain Ma San Diego CU &%%ic Ca Roben Moore. Gcnml Manager Hilton Gardm Inn CnrLtud Beach Bob kkcnpaugh. Rnon Manager Rancho &mudo Inn Nan& Trevithick. Direnor of Sales Four Scwm Rnon Avian PaulWn Elderen. Managing Bmkcr Hamon Realty, A Corky McMiUin Ga Grl Winuon. P-rn Dirrcmr San Dicp SPIC Univcniy ex omao: JON^ Jacob. Managing Partner Radiuon Suite Hotel Rancho Bernard0 Rick Maruur ScniorVice Pmidcnt ofOpmtiom J.C. Rcsom. Inc. hident & CEO Gmi Mamoo Carlsbad 3 Business Booked from July 1,200f -June 30,2004 Event Start Room Total Visitor Date Nights Attendees Spending Group Definite Bookings FY 03-04 Estrada Wedding Parsons Engineering United Church of God California Park 8 Recreation Society Cal State San Marcos MBA Alumini Abstract Collectives Ocean Point Homeowners Assoc. Guajome Park Academy-Job Corp Chase Distributors University of Capetown South Africa Progressive Incentives Pacific Rim Elementary School World Golf Championship Golder 8. Associates Dynamic Asset Management Moneywise Financial Beta Sigma Phi Dex Media California Association of Collectors Scarritt Group Girl Scout Troop #lo09 I Moneywise Financial Guajome Park Academy 9/20/2003 10/1/2003 10/10/2003 1012012003 10/25/2003 1 1 /8/2003 12/13/2003 12/14/2003 12/27/2003 1 /4/2004 2/4/2004 2/20/2004 2/23/2004 3/3/2004 3/24/2004 4/20/2004 5/8/2004 511 0/2004 5/12/2004 5/2 3/2004 611 12004 6/1/2004 6/7/2004 16 51 5 155 44 0 0 0 0 0 0 2 0 474 57 0 0 0 15 2 452 0 0 SAN DIECO N TI 24 $2,232 100 $76,400 , 58 $44,312 50 60 100 55 100 150 25 48 212 237 18 6 27 33 20 36 178 15 22 175 $38,200 $2,000 $8,000 $1,500 $2,000 $600 $260 $2,358 $5,476 $181,068 $15,903 $1 59 $2,304 $904 $5,657 $858 $135,992 $75 $260 $4,918 CONVENTION b VISITORS BUREAU Executive Office: 360 N. Escondido Boulevard. Escondido. California 92025-2600 Located At California Center For The Arm. Escondido Voice: 760-745-4741 800-848-3336 Fax: 760-745-4796 Sales Office: 6120 Parco Del Norre. Suite L-1. Carlrbad. California 92009-1 118 Voice: 760-603-1 690 800-848-3336 Fax: 760-603-9570 www.iandicgonorth.com Walt Disney Vacations Jan-June 04 528 1,584 $147,312 Travel Connection Jan-June 04 . 432 1,296 $1 20,528 America West Vacations Jan-June 04 114 342 $31,806 Certified Vacations Jan-June 04 216 648 $60,264 American Airlines Jan-June 04 108 324 $30,132 Budget Hotels Jan-June 04 96 288 $26,784 TraveNVorm.com Jan-June 04 162 486 $45,198 Total into Carlsbad FY 03-04 Group Definite Bookings FY 04-05 Charlton Wedding Los Angeles Coptic Diocese In Motion, Inc. Gypsy Group Travel Law Wedding National Assn. of Purchasing Mgrs. Quality Checked Dairies, INC Sysco Corporation Walt Disney Vacations Travel Connection America West Vacations America West Vacations Bi-Planes Certified Vacations American Airlines Budgethotels.com Hotels.com 9/3/2004 9/23/2004 912 312 004 10/9/2004 10/9/2004 1011 2/2004 12/3/2004 1/14/2005 Jul-Dec 04 Jul-Dec 04 Jul-Dec 04 Jul-Dec 04 Jul-Dec 04 Jul-Dec 04 Jul-Dec 04 Jul-Dec 04 3,388 6,717 Room Nights Attendees 15 21 5 974 300 0 0 420 844 528 432 114 0 216 108 96 1,367 40 150 10,000 300 85 60 175 480 1,584 1,296 342 36 648 324 288 4,101 $993,460 Spending $4,185 $74,985 $271,746 $83,700 $1,500 $1,500 $133,700 $366,720 $1 47,312 $120,528 ' $31,806 $5,724 $60,264 $30,132 $26,784 $381,393 TravelWom.com Jul-Dec04 , 162 486 $45,198 Total into Carlsbad FY 04-05 5,791 20,395 $1,787,177 Grand Total 9,179 2,780,637 San Diego North CVB Funding Match of $50,000 The San Diego North has received $64,103 in private sector funds from Carlsbad businesses to supplement the City's $100,000 investment for Carlsbad promotion in group sales. These funds have come from co-op advertising, membership dues, and coop trade show participation. Educational & Site Tours 4 Conducted site inspections of Carlsbad hotels and points of interest to secure business into the area for the following companies: Launch Incentives, Softsheen Carson, AmeriNet, , b .. 0 Pacific Association of Reform Rabbis, United Church of God, Display Search, Los Angeles Coptic Diocese, America West Vacations and Gypsy Group Travel. + In November 2003 and May 2004, the sales team hosted meeting planner educational tours for 16 corporate, association and incentive meeting planners to promote group travel to the San Diego North region and Carlsbad. Ten Carlsbad hotel properties were highlighted as well as the Flower Fields, A 1 Biplanes, Museum of Making Music, Carlsbad Company Stores, Bellefleur Restaurant, La Costa Limousine, Palomar Airport, the downtown village, beaches, Batiquitos Lagoon and recreational opportunities. + Coordinated with the wholesale company Travel Connection to bring its top 75 travel agents from Phoenix, Seattle and Portland to the Carlsbad area. The agents did site visits with LEGOLAND and various Carlsbad hotels and resorts. + The San Diego North CVB and other partners including Legoland and Amtrak hosted an evening event at the 36th annual International Pow Wow Convention, held in Los Angeles. The event was attended by more then 5,000 delegates representing 71 countries at "Hollywood and Highland." The goal of the sponsored event was to educate and create awareness for Carlsbad and the San Diego North region. + Conducted a post Pow Wow educational tour for 10 international tour operators in conjunction with the California Travel and Tourism Commission. The operators experienced the Flower Fields, Carlsbad Company Stores, and a Carlsbad Village driving tour. Trade Shows + The sales team participated in the following 17 trade shows targeting contracted business for Carlsbad from tour operators, travel agents, e-commerce companies, associations, corporate, incentive and government meetings in a cooperative effort with Carlsbad hotels. Travel Industrv Sales Market + National Travel Association (NTA), AAA National Conference & Trade Show, CSAA Congress Trade Show, Hotels.com reception, Lib/Go Travel Agent Trade Show, California Travel Market (CTM), Los Angeles Times Travel Show and Pow Wow. Corporate & Association Market + California Society of Association Executives (CalSAE) in Los Angeles and Sacramento; Incentive Travel and Meeting Executives (ITME); IACVB Destination Showcase; HSMAI Affordable Meetings West, Mid-America and National; Meeting Professionals 0 0 International (MPI) World Educational Conference in San Francisco and Sacramento; and Meeting Incentive Ladies Golf Invitational (MILI). Personal Sales Calls + Conducted 15 sales trips to meeting planners from the following areas: Los Angeles, Orange County and Sacramento-California, Vancouver-British Columbia, Memphis-Tennessee, Washington D.C., and Dallas-Texas. + Conducted 22 personalized sales calls to e-commerce companies, travel agents and tour operators in Anaheim and Los Angeles-California, Seattle-Washington, Las Vegas-Nevada, Dallas-Texas and Phoenix-Arizona. Client Relations & Account Retention Worked exclusively with the regional citywide conference, United Church of God “Feast of the Tabernacles”, October 10- 18,2003, that was held at the California Center for the Arts, Escondido. For the City of Carlsbad, the event generated 155 room nights. This group is a direct result of the on-going effort of the geographical “clusters” that have been developed in targeting mini-citywide conferences that can be headquartered at various conference centers throughout the San Diego North region. The group sales department continues to solicit these types of conferences that utilize a variety of hotels in the surrounding areas, including hotels and outlets in Carlsbad. The mini-citywide World Golf Championships headquartered at La Costa Resort & Spa in February 2004 has once again utilized the services of the San Diego North CVB to assist with the overflow guestrooms and off-site attraction options. This group generated close to 500 trackable overflow room nights for Carlsbad hotels, generating $1 81,068 in visitor spending for the City of Carlsbad. In-motion, Inc. requested the services of the San Diego North CVB to assist and coordinate the guestroom blocks for the Carlsbad Marathon (formerly the San Diego Marathon) which will be held January 14-1 6,2005. This will be the first year the marathon will offer on-line reservations and Carlsbad area information with the assistance of ARES, Inc. It is estimated that the event draws over 1,300 room nights into the City of Carlsbad. Research New Markets + Business periodicals are reviewed on a daily, weekly and monthly basis from targeted feeder markets to solicit new business opportunities for the Carlsbad area. Direct Mail + Sent direct mail pieces to 6,300 pre-registered meeting planner attendees for 4 trade shows. Planners were from various areas of the United States with the majority coming from Washington, DC, Northern & Southern California and the Midwest. Industrv Memberships + Maintained memberships in the following organizations for networking and new business opportunities: Society of Incentive Travel Executives (SITE), Religious and Conference Management Association (RCMA), Meeting Professionals International (MPI), California Society of Association Executives (CalSAE), American Society of Association Executives (ASAE), Hospitality Sales & Marketing Association International (HSMAI), International Association of Convention & Visitors Bureaus (IACVB), Western Association of Convention & Visitors Bureaus (WACVB), Travel Industry Association (TIA), California Travel Industry Association (CalTIA), National Tour Association (NTA), and California Connection. Promotions + Conducted an educational training and product launch to promote Carlsbad hotels and attractions to over 200 reservation travel specialists for Walt Disney Vacations in Anaheim, California. Participating Carlsbad hotels in the program are the Holiday Inn, Hilton Garden Inn and Fairfield Inn. + Hosted contracting workshops for the e-commerce companies Orbitz.com and EZ Yield to educate and encourage Carlsbad hotels and attractions to enter contracts with these high- producing online booking engines. + Continued the “Keep It In Carlsbad” referral program. This program offers incentives to Carlsbad members for providing San Diego North CVB with displaced business.leads in order to retain the business for Carlsbad. + Conducted contracting sessions with ARES and Carlsbad businesses to set up online room blocks. ARES is the online booking company used on the San Diego North CVB Web site. + We continue to highlight Carlsbad on our trade show booth’ with photos of LEGOLAND and the Flower Fields and a map that features the name Carlsbad with the Flower Fields icon. . We also feature these highlighted areas on the cover and inside of our group sales brochure that is used for sales kits, direct mail and trade show collateral. c + The sales team along with five Carlsbad co-op hotel members conducted a two-day blitz to the Orange County area. The blitz team visited 200 companies and distributed the new 2004 San Diego North Travel Planning & Conference Guides along with general information on the participating co-op members. Performance Measurements + Tracked contracted bookings into Carlsbad, including guestrooms, food & beverage, and meeting room revenue. + Tracked total visitor spending to determine overall economic impact that any specific group has to Carlsbad based on IACVB’s direct delegate spending formula. Reporting & Outreach + Conducted a Carlsbad Group Sales launch for all Carlsbad businesses to discuss the Carlsbad sales plan and accept industry input. + Set up quarterly Carlsbad meetings with hospitality partners to discuss performance updates and new sales strategies. + Met with 16 Carlsbad members individually to discuss business updates. + Continued the working relationship with Carlsbad Convention & Visitors Bureau through various communications including their participation in the San Diego North CVB-Carlsbad quarterly sales meetings. Our director of marketing also participated in the Carlsbad CVB marketing committee. Complim en taw Supplemen tal Marketing + Produced 42,500 of the 156-page’ San Diego North 2004 Travel Planning & Conference Guide. Eighty-five percent (85%) of our visitor inquiries bring their guide with them when they come. There are over 141 references to Carlsbad points of interest throughout the guide, including 2 main photographs and 5 other photographs. + Updated the San Diego North Web site, including more than 158 Carlsbad mentions, plus links to Carlsbad members. There were more than 113,913 unique visitors to the Web site last fiscal year. www.sandiePonorth.com. e San Diego North actively participates on the Highway 101 Association Board of Directors. Carlsbad highlights include Carlsbad Village, Alt Karlsbad and Neiman’s Restaurant, to name just a few. + Updated Bureau photo library with new images of Carlsbad. + Showcased Carlsbad with mixers at the Carlsbad Airport, A 1 Biplane hanger, and La Costa Resort & Spa. Visitor Center Referrals + Provided 1,570 referrals to Carlsbad businesses through walk-in, phone-in, and write-in inquiries at our visitor center in Escondido. . + Received more than 2,900 business reply card requests fiom the San Diego North Travel Planning & Conference Guide for additional information on Carlsbad businesses. Media Relations + Generated editorial highlighting Carlsbad that amounted to $543,000 in value. This editorial showcased the Four Seasons Resort Aviara, La Costa Resort & Spa, LEGOLAND, A 1 Biplane Adventures, Hilton Garden Inn, Holiday Inn Carlsbad-by- the-sea, Carlsbad Inn Beach Resort, Carlsbad Company Stores, Flower Fields at Carlsbad Ranch, Museum of Making Music and others. The editorial appeared in media such as Sunset Magazine, GolfMonthly (UK), Women & GoV(UK), North County Times, San Diego Business Journal, Meetings West, New York Daily News, NationalGeographicTraveler. com, AAA Westways Magazine, Riviera Magazine, CNN. Com, Canadian Traveller, KWK Channel 3 Good Morning Arizona, Arizona Republic, Los Angeles Times and Dkor & Style. + Conducted press trips to Los AngeledOrange County, Phoeniflucson and New York to discuss Carlsbad and San Diego North story ideas with members of the media. + Discussed story ideas referencing Carlsbad and hosted media site visits for Kseniya Kostikova, The Golfer Magazine; Stephanie Avnet-Yates, USA Today. corn; Darlene Gunther, Los Angeles Times; Dawn Gilbertson, Arizona Republic; Westways; Bonnie Nee1 y, RealTraveIAdventures. com; Matt JafTe, Sunset Magazine; Margaret Beardsley, KWK Channel 3 Good Morning Arizona; and Kent Bolzinksi, Good Time Golffor Gals. Mailed 12 press releases highlighting Carlsbad businesses and attractions to a media base of 1,000 nationwide. + Promoted Carlsbad in 23 story angles that are listed in the pressroom on our Web site. They are pitched to travel writers on an ongoing basis. Listings include LEGOLAND, Four Seasons Aviara, La Costa Resort and Spa, Flower Fields and A 1 Biplane Adventures, to name just a few. ,