HomeMy WebLinkAbout2007-06-05; Carlsbad Tourism Business Improvement District; Resolution 2007-5EXHIBIT 2
1 RESOLUTION NO. 2007-5
2 A RESOLUTION OF THE BOARD OF DIRECTORS OF THE ADVISORY
BOARD OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT
3 DISTRICT (CTBID) OF THE CITY OF CARLSBAD, CALIFORNIA, TO
4 APPROVE THE ANNUAL REPORT
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6 WHEREAS, the CTBID was formed in accordance with the California
7 Government Code Parking and Business Improvement Area Law of 1989 (Sections
8 36500, et. Seq. of the Streets and Highways Code), and
9 WHEREAS, Section 36533 of the Code requires the CTBID Advisory
Board to present an annual report to the City Council's for their review and approval for
each fiscal year for which assessments are to be levied and collected to pay the cost
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for the improvements and activities described in the report; and
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WHEREAS, an Annual Report has been prepared for the 2007-08 fiscal
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year, and
16 WHEREAS, the Board of Directors of the Carlsbad Tourism Business
17 Improvement District wishes to approve the Annual Report; and
18 WHEREAS, the Board of Directors of the Carlsbad Tourism Business
19 Improvement District wishes to submit the report to the City Council for approval; and
20 NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the
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Carlsbad Tourism Business Improvement District of the City of Carlsbad, California, as
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follows:
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1. That the above recitations are true and correct.
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25 2. That the Annual Report shown as Exhibit 1 is approved in its entirety
26 as the first report of the Board of Directors of the Carlsbad Tourism Business
27 Improvement District.
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1 3. That the approved Annual Report of the Carlsbad Tourism Business
2
19, 2007 meeting.
Improvement District will be presented to the City Council for their approval at the June
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PASSED, APPROVED AND ADOPTED at a regular meeting of the Board
of Directors of the Carlsbad Tourism Business Improvement District of the City of
<"" ^TO dav nf O UCarlsbad held on the _
following vote, to wit:
AYES:
NOES:
ABSENT:
day of , 2007 by the
APRIL SHUTE, Chair
ATTEST:
WOOD
Pro Tem\Clerk of the
CarlsbadTourism Business Improvement District
III
in
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EXHIBIT 1
Carlsbad Tourism and Business Improvement District (CTBID)
Annual Report
2007-2008
Method of Assessment: The CTBID includes all hotel businesses located
within the CTBID boundaries. The assessment shall be levied on all hotel
businesses, existing and future, within the City of Carlsbad based upon a flat fee
of $1.00 per occupied room per night for all transient occupancies as defined in
section 3.12.020(7) of the Carlsbad Municipal Code. The amount of assessment
shall be separately stated from the amount of the rent and other taxes charged,
and each transient shall receive a receipt for payment from the operator. The
assessment will be remitted monthly, based on $1.00 per occupied room per
night in revenues for the previous month.
Assessment Funding Purpose: To administer marketing and visitor programs
to promote the City of Carlsbad as a tourism visitor destination and to fund
projects, programs, and activities, including appropriate administrative charges,
that benefit hotels within the boundaries of the District.
2007-08 Work Plan: During the 2006-07 fiscal year the CTBID Board contracted
with the Wright Group and Destination Analysts to perform a positioning study.
The purpose of this study is to identify a positioning strategy for Carlsbad that
would help increase tourism. This study will begin in June 2007 and it is
anticipated that it will be completed by the end of 2007. The outcome of this
study may assist in determining future projects, programs or activities for the
CTBID.
In June 2007, the Carlsbad Tourism Business Improvement District Board
approved renewing agreements with Carlsbad Convention and Visitors Bureau
and San Diego North Convention and Visitors Bureau for tourism promotion
services for the period July 1, 2007 through June 30, 2008. These agreements
require that these agencies continue to provide the services they have provided
in the past as detailed below:
Carlsbad Convention and Visitors Bureau (CCVB): Manage and coordinate
marketing programs that position Carlsbad as a year-round leisure visitor
destination in Southern California.
• Increase brand awareness
• Operate Visitor Information Center in the Historic Santa Fe Train Depot
seven days per week.
• Initiate familiarization tours by inviting the media to Carlsbad.
• Promote local community events.
• Develop private funding sources for the purpose of supplementing funds.
• Support a full-time marketing campaign.
• Provide semi-annual reports of the activity and expenses of the CCVB to
the City.
EXHIBIT 1
San Diego North Convention and Visitors Bureau (SDNCVB): Increase
measurable visitor spending through the generation of group business leads from
room night bookings and group events. Tactics include:
• Phone solicitation/prospecting
• Personal sales calls to targeted national and international businesses
• Buyer site inspections
• Meeting planner familiarization tours
• Tour planner familiarization tours
• Trade and travel show attendance
• Direct mail campaigns
• Product launches fro wholesale and airline vacation companies
• Email solicitation and promotions
• Reservation center educationals
• E-commerce development
• Quarterly reports are to be provided with performance measures.
2007-08 CTBID Budget
Program Areas Description Budget
Estimated Fund Balance 7/01/07
2007-08 Estimated Revenues:
CTBID Assessment
Interest Earnings
Total Estimated Revenues
2007-08 Expenditures:
2% Administrative Fee - City
CCVB Payment
SDNCVB Payment
Staff support
Contingency
Total Expenses
Projected Fund Balance 6/30/08
$1 per room night, projected 3600 hotel
rooms at average 60% occupancy
2% of CTBID assessment revenue, for
collection of CTBID assessment and
accounting for CTBID
$37,400 per month , to operate visitor
center, market and promote Carlsbad
Staff support to the CTBID
To be determined by the CTBID Board
$ 200,005
775,000
5,000
780,000
15,500
448,800
$9,167 per month, to provide group sales 110,000
15,000
150,000
739,300
$ 240,705