HomeMy WebLinkAbout2020-05-06; Carlsbad Tourism Business Improvement District; Resolution 2020-1DocuSign Envelope ID: 500A3257-6855-4B5C-B1E4-2EDB91F7C1CA
RESOLUTION NO. 2020-1
RESOLUTION OF THE BOARD OF DIRECTORS OF THE CARLSBAD
TOURISM BUSINESS IMPROVEMENT DISTRICT AUTHORIZING THE
CHAIRPERSON TO EXECUTE AN AGREEMENT WITH THE CARLSBAD
CONVENTION AND VISITORS BUREAU FOR TOURISM PROMOTION
SERVICES
WHEREAS, on November 15, 2005, the City Council of the City of Carlsbad adopted
Ordinance No. NS-778 enacting Chapter 3.37 of the Carlsbad Municipal Code and creating the
Carlsbad Tourism Business Improvement District (CTBID); and
WHEREAS, the primary purpose of the CTBID is to promote tourism and provide services
to visitors to the City of Carlsbad; and
WHEREAS, the City Council has authorized the Board of Directors (Board) of the CTBID
to conduct the business of the CTBID in the time, place and manner that best suits the needs of
the Board, subject to the control of federal, state and local laws governing the activities of a
Business Improvement District; and
WHEREAS, the City Council has provided the Board with the ability to contract for
services necessary to carry out the purpose of the CTBID; and
WHEREAS, the Board has determined that it is in the best interest of the CTBID to
promote tourism and provide services to visitors to the City of Carlsbad through the use of
agencies that currently exist in the community to provide these services; and
WHEREAS, the Board has determined that the Carlsbad Convention and Visitors Bureau
(Bureau) possesses the necessary skills to provide services related to the promotion of tourism;
and
WHEREAS, the Bureau has agreed that the Bureau's Board of Directors will not be
changed without approval of the CTBID Board during the term of the contract; and
WHEREAS, the Bureau has agreed to provide tourism services under the terms and
conditions of the attached agreement (Exhibit 1A) for the term July 1, 2020 through June 30,
2021,
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NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad Tourism
Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That subject to review and approval of the CTBID General Counsel, and the
contract's execution by the Bureau, the Chairperson is authorized to execute the
attached agreement (Exhibit 1A) between the CTBID and the Bureau to provide
professional services related to tourism promotion.
3. That the CTBID Board understands that the current five directors with two
vacancies of the Bureau's Board are:
Rob Stirling, Cape Rey Carlsbad, a Hilton Resort
Christine Davis, Carlsbad Village Business Association
Julie Pastor, LEGOLAND California
Troy Wood, Park Hyatt Aviara Resort
Michelle Zwirek, Omni La Costa Resort
Vacant
Vacant
The Bureau has agreed that the Bureau's Board will not be changed without
approval of the CTBID Board during the term of the contract.
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PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of Directors
of the Carlsbad Tourism Business Improvement District on the 6th day of
May 2020, by the following vote to wit:
AYES: Stripe, Canepa, Rauch, Gray, Hughes, Chapin
NOES: None.
ABSENT: None.
17‘41
TIM STRIPE
Chair
ATTEST:
—1; ornez DepD c1 */- BARBARA ENGLESON 4
9
Pro Tern Clerk of the
Carlsbad Tourism Business Improvement District
EXHIBIT 1A
AGREEMENT FOR PROMOTION OF TOURISM AND VISITOR SERVICES
CARLSBAD CONVENTION AND VISITORS BUREAU
THIS AGREEMENT is made and entered into as of the 15 day
of June , 2020, by and between the Carlsbad Tourism Business
Improvement District (CTBID), and the Carlsbad Convention and Visitors Bureau, a non-
profit, private organization ("Contractor").
RECITALS
A. CTBID requires the professional services of a contractor that is experienced
in tourism and visitor promotion programs and services.
B. Contractor has the necessary experience in providing professional services
and advice related to the promotion of tourism in Carlsbad.
C. Selection of Contractor is expected to achieve the desired results in an
expedited fashion.
D. Contractor has submitted a proposal to CTBID and has affirmed its
willingness and ability to perform such work.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants
contained herein, CTBID and Contractor agree as follows:
1. SCOPE OF WORK
CTBID retains Contractor to perform, and Contractor agrees to render, those services
(the "Services") that are defined in attached Exhibit "A", which is incorporated by this
reference in accordance with this Agreement's terms and conditions.
2. STANDARD OF PERFORMANCE
While performing the Services, Contractor will exercise the reasonable professional care
and skill customarily exercised by reputable members of Contractor's profession
practicing in the Metropolitan Southern California Area, and will use reasonable diligence
and best judgment while exercising its professional skill and expertise.
3. TERM
The term of this Agreement will be effective for a period of one (1) year from the date July
1, 2020 through June 30, 2021.
4. TIME IS OF THE ESSENCE
Time is of the essence for each and every provision of this Agreement.
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5. COMPENSATION
The total not to exceed fee payable for the Services to be performed during the initial
Agreement term shall not exceed Eight Hundred Thousand dollars ($800,000). No other
compensation for the Services will be allowed except for items covered by subsequent
amendments to this Agreement. The CTBID reserves the right to withhold a ten percent
(10%) retention until CTBID has accepted the work and/or Services specified in Exhibit
Compensation will be made in twelve (12) monthly installments of Sixty Thousand Six
Hundred Sixty-Six dollars ($66,666) each month for a not to exceed amount of $800,000
as detailed in the attached Exhibit A to this Agreement. The first installment shall be
payable in the first full week of July 2020. Subsequent installments shall be paid in the
first full week of each month, through the term of this Agreement. Subsequent
installments will be adjusted based on the approved actual expenses from the prior
month. Adjustments to pay dates may be necessary due to the cash balance in the fund.
The CTBID reserves the right to terminate or reduce funding levels outlined in the
Agreement in the event of CTBID revenue reductions. Recommended deductions will
be reported to the CTBID Board who shall determine the modified funding level.
6. STATUS OF CONTRACTOR
Contractor will perform the Services in Contractor's own way as an independent
contractor and in pursuit of Contractor's independent calling, and not as an employee of
CTBID. Contractor will be under control of CTBID only as to the result to be accomplished,
but will consult with CTBID as necessary. The persons used by Contractor to provide
services under this Agreement will not be considered employees of CTBID for any
purposes.
The payment made to Contractor pursuant to the Agreement will be the full and complete
compensation to which Contractor is entitled. CTBID will not make any federal or state
tax withholdings on behalf of Contractor or its agents, employees or subcontractors.
CTBID will not be required to pay any workers' compensation insurance or unemployment
contributions on behalf of Contractor or its employees or subcontractors. Contractor
agrees to indemnify CTBID within thirty (30) days for any tax, retirement contribution,
social security, overtime payment, unemployment payment or workers' compensation
payment which CTBID may be required to make on behalf of Contractor or any agent,
employee, or subcontractor of Contractor for work done under this Agreement. At the
CTBID's election, CTBID may deduct the indemnification amount from any balance owing
to Contractor.
7. SUBCONTRACTING
Contractor will not subcontract any portion of the Services without prior written approval
of CTBID. If Contractor subcontracts any of the Services, Contractor will be fully
responsible to CTBID for the acts and omissions of Contractor's subcontractor and of the
persons either directly or indirectly employed by the subcontractor, as Contractor is for
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the acts and omissions of persons directly employed by Contractor. Nothing contained in
this Agreement will create any contractual relationship between any subcontractor of
Contractor and CTBID. Contractor will be responsible for payment of subcontractors.
Contractor will bind every subcontractor and every subcontractor of a subcontractor by
the terms of this Agreement applicable to Contractor's work unless specifically noted to
the contrary in the subcontract and approved in writing by CTBID.
8. OTHER CONTRACTORS
The CTBID reserves the right to employ other Contractors in connection with the
Services.
9. INDEMNIFICATION
Contractor agrees to indemnify and hold harmless the CTBID and its officers, officials,
employees and volunteers from and against all claims, damages, losses and expenses
including attorneys fees arising out of the performance of the work described herein
caused by any negligence, recklessness, or willful misconduct of the Contractor, any
subcontractor, anyone directly or indirectly employed by any of them or anyone for whose
acts any of them may be liable.
The parties expressly agree that any payment, attorney's fee, costs or expense CTBID
incurs or makes to or on behalf of an injured employee under the CTBID's self-
administered workers' compensation is included as a loss, expense or cost for the
purposes of this section, and that this section will survive the expiration or early
termination of this Agreement.
10. INSURANCE
Contractor will obtain and maintain for the duration of the Agreement and any and all
amendments, insurance against claims for injuries to persons or damage to property
which may arise out of or in connection with performance of the services by Contractor or
Contractor's agents, representatives, employees or subcontractors. The insurance will be
obtained from an insurance carrier admitted and authorized to do business in the State
of California. The insurance carrier is required to have a current Best's Key Rating of not
less than "A-:VII". OR with a surplus line insurer on the State of California's List of Eligible
Surplus Line Insurers (LESLI) with a rating in the latest Best's Key Rating Guide of at
least "A:X".
10.1 Coverages and Limits.
Contractor will maintain the types of coverages and minimum limits indicated below,
unless CTBID Attorney or CTBID Manager approves a lower amount. These minimum
amounts of coverage will not constitute any limitations or cap on Contractor's
indemnification obligations under this Agreement. CTBID, its officers, agents and
employees make no representation that the limits of the insurance specified to be carried
by Contractor pursuant to this Agreement are adequate to protect Contractor. If
Contractor believes that any required insurance coverage is inadequate, Contractor will
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obtain such additional insurance coverage, as Contractor deems adequate, at
Contractor's sole expense.
• 10.1.1 Commercial General Liability Insurance. $1,000,000 combined
single-limit per occurrence for bodily injury, personal injury and property damage. If the
submitted policies contain aggregate limits, general aggregate limits will apply separately
to the work under this Agreement or the general aggregate will be twice the required per
occurrence limit.
10.1.2 Automobile Liability (if the use of an automobile is involved for
Contractor's work for CTBID). $1,000,000 combined single-limit per accident for bodily
injury and property damage.
10.1.3 Workers' Compensation and Employer's Liability. Workers'
Compensation limits as required by the California Labor Code. Workers' Compensation
will not be required if Contractor has no employees and provides, to CTBID's satisfaction,
a declaration stating this.
10.1.4 Professional Liability. Errors and omissions liability appropriate to
Contractor's profession with limits of not less than $1,000,000 per claim. Coverage must
be maintained for a period of five years following the date of completion of the work.
10.2. Additional Provisions. Contractor will ensure that the policies of insurance required
under this Agreement contain, or are endorsed to contain, the following provisions:
10.2.1 The CTBID will be named as an additional insured on General
Liability.
10.2.2 Contractor will obtain occurrence coverage, excluding Professional
Liability, which will be written as claims-made coverage.
10.2.3 This insurance will be in force during the life of the Agreement and
any extensions of it and will not be canceled without thirty (30) days prior written notice
to CTBID sent by certified mail pursuant to the Notice provisions of this Agreement.
10.3 Providing Certificates of Insurance and Endorsements. Prior to CTBID's
execution of this Agreement, Contractor will furnish certificates of insurance and
endorsements to CTBID.
10.4 Failure to Maintain Coverage. If Contractor fails to maintain any of these insurance
coverages, then CTBID will have the option to declare Contractor in breach, or may
purchase replacement insurance or pay the premiums that are due on existing policies in
order to maintain the required coverages. Contractor is responsible for any payments
made by CTBID to obtain or maintain insurance and CTBID may collect these payments
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from Contractor or deduct the amount paid from any sums due Contractor under this
Agreement.
10.5 Submission of Insurance Policies. CTBID reserves the right to require, at any time,
complete and certified copies of any or all required insurance policies and endorsements.
11. BUSINESS LICENSE
Contractor will obtain and maintain a City of Carlsbad Business License for the term of
the Agreement, as may be amended from time-to-time.
12. ACCOUNTING RECORDS
Contractor will maintain complete and accurate records with respect to costs incurred
under this Agreement. All records will be clearly identifiable. Contractor will allow a
representative of CTBID during normal business hours to examine, audit, and make
transcripts or copies of records and any other documents created pursuant to this
Agreement. Contractor will allow inspection of all work, data, documents, proceedings,
and activities related to the Agreement for a period of three (3) years from the date of final
payment under this Agreement.
13. OWNERSHIP OF DOCUMENTS
All work product produced by Contractor or its agents, employees, and subcontractors
pursuant to this Agreement is the property of CTBID. In the event this Agreement is
terminated, all work product produced by Contractor or its agents, employees and
subcontractors pursuant to this Agreement will be delivered at once to CTBID. Contractor
will have the right to make one (1) copy of the work product for Contractor's records.
14. COPYRIGHTS
Contractor agrees that all copyrights that arise from the services will be vested in CTBID
and Contractor relinquishes all claims to the copyrights in favor of CTBID.
15. NOTICES
The name of the persons who are authorized to give written notices or to receive written
notice on behalf of CTBID and on behalf of Contractor under this Agreement.
For CTBID:
Cheryl Gerhardt
CTBID Staff
City of Carlsbad
1635 Faraday Ave.
Carlsbad, CA 92008
Phone No. 760-602-2468
For Contractor:
Mark Rudyk
Director of Marketing and Communications
Visit Carlsbad
400 Carlsbad Village Drive
Carlsbad, CA 92008
Phone No. 949-415-9569
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Each party will notify the other immediately of any changes of address that would require
any notice or delivery to be directed to another address.
16. RESERVED
17. GENERAL COMPLIANCE WITH LAWS
Contractor will keep fully informed of federal, state and local laws and ordinances and
regulations which in any manner affect those employed by Contractor, or in any way affect
the performance of the Services by Contractor. Contractor will at all times observe and
comply with these laws, ordinances, and regulations and will be responsible for the
compliance of Contractor's services with all applicable laws, ordinances and regulations.
Contractor will be aware of the requirements of the Immigration Reform and Control Act
of 1986 and will comply with those requirements, including, but not limited to, verifying
the eligibility for employment of all agents, employees, subcontractors and consultants
that the services required by this Agreement.
18. DISCRIMINATION AND HARASSMENT PROHIBITED
Contractor will comply with all applicable local, state and federal laws and regulations
prohibiting discrimination and harassment.
19. DISPUTE RESOLUTION
If a dispute should arise regarding the performance of the Services the following
procedure will be used to resolve any questions of fact or interpretation not otherwise
settled by agreement between the parties. Representatives of Contractor or CTBID will
reduce such questions, and their respective views, to writing. A copy of such documented
dispute will be forwarded to both parties involved along with recommended methods of
resolution, which would be of benefit to both parties. The representative receiving the
letter will reply to the letter along with a recommended method of resolution within ten
(10) business days. If the resolution thus obtained is unsatisfactory to the aggrieved party,
a letter outlining the disputes will be forwarded to the CTBID Board. The CTBID Board
will consider the facts and solutions recommended by each party and may then opt to
direct a solution to the problem. In such cases, the action of the CTBID Board will be
binding upon the parties involved, although nothing in this procedure will prohibit the
parties from seeking remedies available to them at law.
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20. TERMINATION
In the event of the Contractor's failure to prosecute, deliver, or perform the Services,
CTBID may terminate this Agreement for nonperformance by notifying Contractor by
certified mail of the termination. If CTBID decides to abandon or indefinitely postpone the
work or services contemplated by this Agreement, CTBID may terminate this Agreement
upon written notice to Contractor. Upon notification of termination, Contractor has five (5)
business days to deliver any documents owned by CTBID and all work in progress to
CTBID address contained in this Agreement. CTBID will make a determination of fact
based upon the work product delivered to CTBID and of the percentage of work that
Contractor has performed which is usable and of worth to CTBID in having the Agreement
completed. Based upon that finding CTBID will determine the final payment of the
Agreement.
Either party upon tendering thirty (30) days written notice to the other party may terminate
this Agreement. In this event and upon request of CTBID, Contractor will assemble the
work product and put it in order for proper filing and closing and deliver it to CTBID.
Contractor will be paid for work performed to the termination date; however, the total will
not exceed the lump sum fee payable under this Agreement. CTBID will make the final
determination as to the portions of tasks completed and the compensation to be made.
21. COVENANTS AGAINST CONTINGENT FEES
Contractor warrants that Contractor has not employed or retained any company or
person, other than a bona fide employee working for Contractor, to solicit or secure this
Agreement, and that Contractor has not paid or agreed to pay any company or person,
other than a bona fide employee, any fee, commission, percentage, brokerage fee, gift,
or any other consideration contingent upon, or resulting from, the award or making of this
Agreement. For breach or violation of this warranty, CTBID will have the right to annul
this Agreement without liability, or, in its discretion, to deduct from the Agreement price
or consideration, or otherwise recover, the full amount of the fee, commission,
percentage, brokerage fees, gift, or contingent fee.
22. CLAIMS AND LAWSUITS
By signing this Agreement, Contractor agrees that any Agreement claim submitted to
CTBID must be asserted as part of the Agreement process as set forth in this Agreement
and not in anticipation of litigation or in conjunction with litigation. Contractor
acknowledges that if a false claim is submitted to CTBID, it may be considered fraud and
Contractor may be subject to criminal prosecution. Contractor acknowledges that
California Government Code sections 12650 et seq., the False Claims Act applies to this
Agreement and, provides for civil penalties where a person knowingly submits a false
claim to a public entity. These provisions include false claims made with deliberate
ignorance of the false information or in reckless disregard of the truth or falsity of
information. If CTBID seeks to recover penalties pursuant to the False Claims Act, it is
entitled to recover its litigation costs, including attorney's fees. Contractor acknowledges
that the filing of a false claim may subject Contractor to an administrative debarment
proceeding as the result of which Contractor may be prevented to act as a Contractor on
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any public work or improvement for a period of up to five (5) years. Contractor
acknowledges debarment by another jurisdiction is grounds for CTBID to terminate this
Agreement.
23. JURISDICTIONS AND VENUE
Any action at law or in equity brought by either of the parties for the purpose of enforcing
a right or rights provided for by this Agreement will be tried in a court of competent
jurisdiction in the County of San Diego, State of California, and the parties waive all
provisions of law providing for a change of venue in these proceedings to any other
county. This Agreement shall be interpreted pursuant to the laws of the State of California.
24. SUCCESSORS AND ASSIGNS
It is mutually understood and agreed that this Agreement will be binding upon CTBID and
Contractor and their respective successors. Neither this Agreement or any part of it nor
any monies due or to become due under it may be assigned by Contractor without the
prior consent of CTBID, which shall not be unreasonably withheld.
25. ENTIRE AGREEMENT
This Agreement, together with any other written document referred to or contemplated by
it, along with the purchase order for this Agreement and its provisions, embody the entire
Agreement and understanding between the parties relating to the subject matter of it. In
case of conflict, the terms of the Agreement supersede the purchase order. Neither this
Agreement nor any of its provisions may be amended, modified, waived or discharged
except in a writing signed by both parties.
III
//I
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26. AUTHORITY
The individuals executing this Agreement and the instruments referenced in it on behalf
of Contractor each represent and warrant that they have the legal power, right and actual
authority to bind Contractor to the terms and conditions of this Agreement.
CONTRACTOR Carlsbad Tourism Business
Improvement District
*By:
1io oL
Troy Wood, Visit Carlsbad Chairperson
**By:
gOlf cfikitAi
Rob Stirling, Visit Carlsbad Vice-Chair
By:
gri.
Tim Stripe, CTBIDBoard Chair
ATTEST:
For Barbara Engleson
Clerk of CTBID
If required by CTBID, proper notarial acknowledgment of execution by contractor must be
attached. If a Corporation, Agreement must be signed by one corporate officer from each of the
following two groups.
*Group A. **Group B.
Chairman, Secretary,
President, or Assistant Secretary,
Vice-President CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or assistant secretary under
corporate seal empowering the officer(s) signing to bind the corporation.
APPROVED AS TO FORM:
CELIA A. BREWER, General Counsel to CTBID
By: Cit,Lett, 114414.4.10i4,
Assistant General Counsel
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EXHIBIT A
carlsbad
Scope of Services
1. Visit Carlsbad' Board appointments and reappointments will be approved by the
CTBID Board.
2. Provide monthly reports to the CTBID's which shall include:
a. An accounting of funds spent by the program in a format approved by the
CTBID Board.
b. Minutes from Visit Carlsbad Board meetings
c. Smith Travel Research data which includes key competitive markets
d. Group Sales
i. Number of leads generated and sent out to hotels
ii. Number of leads converted to definite
iii. Trade shows attended and number of contacts and leads made
e. Digital Marketing
i. Campaigns run including dates and cost, result stats
ii. Number of bookings made
iii. Number of emails sent
iv. Website traffic & important KPI's, Social Media activity
v. Other measurements as identified during the year
f. Visitor Center
i. Number of visitors US and foreign
ii. Number of emails from Contact us on website
iii. Number phone calls
iv. Number lodging referrals
v. Number of volunteer hours
g. Other items as identified by the CTBID Board during the year
3. Allocation of the Visit Carlsbad unspent funds shall be determined by the
CTBID Board.
4. Review CTBID grant applications with Visit Carlsbad Board and make funding
recommendations to the CTBID Board.
5. Develop a program of work that focuses on driving demand in the leisure and
group market segments. The Visit Carlsbad Board will approve and oversee the
program of work and corresponding budget allocations which are included at the
end of the scope. Outcomes on number of leads generated and number of
room nights booked will be tracked, when possible.
EXHIBIT A
6. Continue to develop a Group Sales component that is primarily focused on lead
generation and where possible share leads with all eligible Carlsbad hotel
properties.
a. Attend tradeshows and track number of leads by tradeshow.
b. Implement Group Incentive Program.
c. Utilize additional funds for Coronavirus Group Sales Recovery efforts.
7. Prioritize and develop market intelligence on the leisure travel segment.
8. Primarily focus on VisitCarlsbad.com as the primary distribution channel for new
business opportunities for those CTBID properties' and Carlsbad tourism
suppliers & businesses.
a. Partner with local tourism service providers to develop new products or
packages consistent with the current market demand for special offers.
b. Develop visitor-relevant content.
c. Work & develop website development to increase efficiency and usability
of website
d. Work with digital agency to increase search engine optimization for
organic google/search rankings
e. Schedule, create and post monthly blog content posts on site
f. Promote events & offers on website and other digital outlets
9. Manage yearly Search Engine Marketing PPC/Display campaigns, working with
digital agency vendor of record.
10. Manage monthly consumer email campaigns, database & Adhoc email requests
11. Internally monitor & create social media posts & campaigns
12. Develop creative assets & needs, including video, digital banners &
advertisements.
13.Work with media opportunities to promote the destination.
a. Host travel writers, bloggers, and influencers.
b. Coordinate media FAMs in partnership with CTBID properties, and local
tourism suppliers.
14. Manage the visitor center, visitor collateral, including:
a. Service visitor walk-ins with local/regional tourism information.
b. Collect geographical data from walk-in visitors.
c. Refer visitors to local tourism service providers.
15. Develop partnerships and co-op opportunities with CTBID properties and local
tourism suppliers.
a. Conduct regular Marketing Committee & Group Sales Committee
meetings with hotel and business entities.
16. CTBID board will participate in any selection and approval of outside vendors who
will perform services for Visit Carlsbad pursuant to this Agreement.
EXHIBIT A
I Visit Carlsbad is the dba to be used by the Carlsbad Convention and Visitors Bureau.
CTBID properties are the hotels and timeshares assessed by the CTBID.
116;carlsbad
INCOME
Public Sources
Actual DMO
FY20 Budget
Actual to Date
FY20 Budget
Budget v.
Actual
Variance
Proposed
CTBID FY21
Budget
DMO $ Chng
btwn FY20 and
FY21
DMO % Chng
btwn FY20-
FY21
CTBID Revenues 1,213,000 894,243 (318,757) 800,000 (413,000) -34% (1)
TOTAL INCOME $1,213,000 $894,243 ($318,757) $800,000 (413,000) -34% (2)
EXPENSE
LABOR
Salaries
Officers 102,439 120,923 18,484 (102,439) -100.0%
Direct Labor
Visitor Services Mgr 39,566 29,703 (9,863) 39,566 0 0.0%
Visitor Services Coord. 11,459 6,231 (5,228) 11,459 0 0.0%
Volunteer - Paid 1,195 868 (327) 1,195 0 0.0%
Director of Marketing/Interim ED 84,460 63,407 (21,053) 95,000 10,540 12.5%
Director of Group Sales 86,909 75,245 (11,664) 86,909 (0) 0.0%
Sales Coordinator - Part Time 6,096 2,202 (3,894) (6,096) -100.0%
Direct Labor - Total $229,685 $177,656 ($52,029) $234,129 4,444 1.9%
Employee Benefits 60,000 39,991 (20,009) 42,000 (18,000) 30.0%
Works Comp 4,000 2,306 (1,694) 4,000 0 0.0%
Payroll Taxes 28,200 26,053 (2,147) 20,000 (8,200) -29.1%
Group Sales Bonus 10,000 (10,000) 10,000 0 0.0%
Total Labor $434,324 $366,929 ($67,395) $310,129 (124,195) -28.6%
PROMOTIONAL PROGRAMS
Advertising & Production
Winter/Spring Ad Campaign 156,000 65,530 (90,470) (156,000) -100.0% (3)
Fall Ad Campaign
Total Advertising Campaigns $156,000 $0
Research 10,000 6,222 (3,778) 10,000 0 0.0%
Outside Svcs-Digital Mktg 250,000 177,015 (72,985) 250,000 0 0.0%
Outside Svcs-Public Relations 115,000 82,876 (32,124) - (115,000) -100.0% (4)
Outside Svcs-Website Maintenance -
PR Integrated Campaigns - 0 4IDIV/0!
Total Outside Services $365,000 $259,891 ($105,109) $250,000 (115,000) -31.5%
Travel & Entertainment 10,000 2,728 (7,272) 6,000 (4,000) -40.0%
Dues & Subscription 9,000 10,644 1,644 10,000 1,000 11.1%
Collateral Prod. & Fulfillment 2,000 1,038 (962) 2,000 0 0.0%
Public Relations Events 15,000 9,513 (5,487) 10,000 (5,000) -33.3%
Total Promotional Programs $567,000 $355,566 ($211,434) $288,000 (279,000) -49.2%
FY21 Proposed Budget
+.0441
116; carlsbad
GROUP DIRECT SERVICES
Actual DMO
FY19 Budget
Actual to Date
FY19 Budget
Proposed
DMO FY19
Budget
Proposed
CTBID FY20
Budget
DMO $ Chng
btwn FY19 and
FY20
DMO % Chng
btwn FY19-
FY20
Technology 9,000 8,838 (162) 9,000 0.0%
Memberships/Dues 1,000 934 (66) 2,621 1,621 162.1%
Group Incentive 50,000 32,000 (18,000) 50,000 0.0%
Coronavirus Rebound Sponsorship 40,000
Sponsorship/Partnership* 19,000 17,250 (1,750) 20,000 1,000 5.3%
Marketing/Advertising 10,000 16,584 6,584 5,000 (5,000) -50.0%
Meeting Planner FAMs 27,000 1,090 (25,910) (27,000) -100.0%
Site Inspections 5,000 3,471 (1,529) 5,000 0
Total FAM/Site Visits 4,561
Travel & Entertainment 10,000 3,605 (6,395) 10,000 0 0.0%
Tradeshows 50,000 60,397 10,397 35,000 (15,000) -30.0%
Group Direct Services - Total $181,000 $144,169 ($36,831) $176,621 (4,379) -2.4%
GENERAL ADMINISTRATIVE
Bank Charges 500 (500) 500 0 0.0%
Equipt. Rental & Maint. 3,200 2,195 (1,005) 1,000 (2,200) -68.8%
Facility Repair & Maint. 300 (300) 500 200 66.7%
General Liability Ins. 1,000 942 (58) 1,000 0 0.0%
Office Supplies 2,000 741 (1,259) 2,000 0 0.0%
Postage 100 15 (85) 100 0 0.0%
Taxes 150 (150) 150 0 0.0%
Telephone 10,000 6,201 (3,799) 10,000 0 0.0%
Professional Services 7,000 29,825 22,825 3,500 (3,500) -50.0%
Volunteer Program 1,000 1,259 259 500 (500) -50.0%
Miscellaneous 1,026 697 (329) 1,000 (26) -2.5%
Utilities 2,400 1,920 (480) 3,000 600 25.0%
Computer Expense 2,000 (2,000) 2,000 0 0.0%
Office/General Admin Exp
Total G&A $30,676 $43,795 $13,119 $25,250 (5,426) -17.7%
Unapplied Cash Bill Pymt Exp $0
TOTAL EXPENSE $1,213,000 $910,459 ($302,541) SRnn nnn (413,000) -34.0%
OVERAUNDER) (0) 16,216 (0)
NOTES:
1 Budget for 40% reduction in revenues 20/21
2 800K Budget based on 150K reserve
3 Eliminated 156K Spring Campaign
4 Eliminated outside PR retainer
5 Create additional Group Sales fund to help wil
recovery of GS market and bookings to help
incentivise
(5)
FY21 Proposed Budget
FY2021 --PROGRAM of WORK for LEISURE MARKETING and GROUP SALES - DRAFT
VISIT CARLSBAD
Timing VC
Strategy and Tactics Q1 Q2 Q3 Q4 Budget Comments
Manage digital marketing agency and Social Media V V V V 250,000 Digital Marketing
PPC, navtive, programmatic, display, email, SE0
Lead Generation for Meetings Market and Events V V V V 176,621 Group Direct and Events
Group leads/site visits/FAMs/marketing/tradeshows
Develop two advertising campaign - Fall/Winter '19 V V V V 0 Advertising Campaign
Manage Public Relations Program of Work V V V V 0 Public Relations
Including PR events/programs, media FAMs, active pitching
Travel and FAM costs: Approximately 12 national media trips V V V V 10,000 In-house
12 drive market travel vouchers, 1 national trip for deskside meetings
Partnerships &subscriptions with regional/national tourism orgs. V V V V 10,000 In-house
Association memberships
Prioritize and develop market intelligence on the leisure travel segment V V V 10,000 STR Report
STR subscription and Carlsbad Visitor Profile
Travel 84 Entertainment V V V V 6,000
Manage visitor publications and fulfillment V V V V 2,000
Visitor center maps
TOTAL MARKETING/SALES PROGRAM OF WORK $464,621
DMO FY2021 Budget DRAFT