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HomeMy WebLinkAbout2008-03-18; Carlsbad Tourism Business Improvement District; 03-08-24; Accepting reports from CCVB and SDNCVBCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# MTG. DEPT. 03-08-24 3-18-08 Admin Services Accept Reports from Carlsbad Convention and Visitors Bureau and San Diego North Convention and Visitors Bureau for Period Ending December 31, 2007 CTBID STAFF GENERAL COUNSEL RECOMMENDED ACTION: Accept reports from Carlsbad Convention and Visitors Bureau (CCVB) and San Diego North Convention and Visitors Bureau (SCNCVB) for period ending December 31, 2007. ITEM EXPLANATION: The CTBID contracts with CCVB and SDNCVB to provide various tourism services. A requirement of each of their contracts is that they submit periodic reports on their activities and performance. Attached are their reports for the period ending December 31, 2007. FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not approve any projects that will have a physical adverse affect on the environment so it falls within the general rule under CEQA that this is not a project (CEQA Regulation 15738 (b)). EXHIBITS: 1. Report from CCVB for period ending December 31, 2007. 2. Report from SDNCVB for period ending December 31, 2007. DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, cgerh@ci.carlsbad.ca.us FOR CITY CLERKS USE ONLY. BOARD ACTION: APPROVED DENIED D CONTINUED D WITHDRAWN D AMENDED D CONTINUED TO DATE SPECIFIC D CONTINUED TO DATE UNKNOWN D RETURNED TO STAFF D OTHER-SEE MINUTES D EXHIBIT 1 rlsbad calif a r n i a March 3, 2008 Carlsbad Tourism Business Improvement District Advisory Board Members c/o Cheryl Gerhardt, CTBID Staff City of Carlsbad 1635 Faraday Avenue Carlsbad, CA 92008 Dear CTBID Advisory Board Members: We are pleased to provide you with our semi-annual report of activities by the Carlsbad Convention and Visitors Bureau from July 1 - December 31, 2007. This report contains information that will help to better acquaint you to the activities that have occurred over the first two quarters of FY 07-08. We extend our thanks and appreciation for the continued support of the CTBID and look forward to finding ways in which we can open new doors that will translate into added value, both to our lodging industry and to the community we so diligently work to promote. Sincerely, Nancy Nayudu, Chair Carlsbad CVB Board of Directors Kurt Burkhart, Executive Director Carlsbad Convention & Visitors Bureau cc: CTBID Advisory Board & Staff Carlsbad CVB Board of Directors Carlsbad Convention & Visitors Bureau 400 Carlsbad Village Drive, Carlsbad, California 92008 (760) 434.6093 • FAX (760) 434.6056 • www.visitcarlsbad.com • info@visitcarlsbad.com "The Official Destination Marketing Organization of Carlsbad, California" Visitor Information Center The Carlsbad Convention and Visitors Bureau continues to manage and administer the day-to-day functions of the Visitor Information Center, located at 400 Carlsbad Village Drive, in the Historic Santa Fe Train Depot. Since the bureau reorganized as a 501(c)(6) not-for-profit organization more than 12 years ago, the Carlsbad Convention and Visitors Bureau, together with its Visitor Information Center, has maintained its current location and continues to serve the public more than 360 days a year. The City of Carlsbad continues to provide, at no charge to the Carlsbad CVB, onsite access to the Depot that also serves as the bureau's administrative office. Operating seven days a week, 9:00 a.m. - 5:00 p.m., Monday through Friday, and on a shortened weekend schedule, more than 30 seasoned volunteers ("Hospitality Ambassadors") staff the Center to provide personalized attention to all who "call" on the Center for assistance. The Carlsbad CVB closed out another calendar year and ended its first two fiscal quarters of FY 07-08 on December 31, 2007. Although economic conditions have given rise to concern by businesses in the marketplace, the bureau continues to find opportunity and is ready to meet any challenges that confront our industry in 2008. • Visitors - 8,684 visitors walked through the Center's door from July 1 - December 31, 2007 to ask for directional assistance, inquire about area attractions, seek lodging rates and availability, ask about transportation services, pick up the Visitor Guide or peruse the more than 265 brochures on area attractions, lodging establishments, restaurants, spas, entertainment, and outdoor recreation. Calendar year 2007 ended with 17,770 total visitors coming into the Visitor Information Center, a 5.3% increase over 2006; • E-mail inquiries - 1,417 incoming inquiries were received via e-mail from July 1 - December 31, 2007, each receiving a personal response, with many that included direct fulfillment of the Carlsbad Visitor Guide. Calendar year 2007 ended with a total of 3,440 incoming e-mails, a 5.4% increase over 2006; • Phone inquiries - 1,405 incoming phone calls were answered by volunteers from July 1 - December 31, 2007 in which they provided whatever time was needed by the caller to adequately answer all questions and to address all areas of concern and interest, such as weather conditions, beach access, special events, access to the Village Faire, and so forth. Calendar year 2007 ended with a total of 2,915 phone inquiries, making this the 5th consecutive declining year for incoming phone inquiries handled by the Visitor Information Center; • Letter inquiries - 143 personal letters were received, both domestic and international, in origin, from July 1 - December 31, 2007. Every effort is made to provide the sender with what has been requested. Many of the letters received reflect on the positive experience had by those who visited Carlsbad and to thank Center staff for their assistance. Calendar year 2007 ended with a total of 394 personal letters, making this the 3 decline in four years for the number of letters received and processed; Lodging Referrals - 598 requests for lodging assistance from July 1 - December 31, 2007 were handled by volunteers, which included hotel availability, room price, location, directional assistance, and so on. Referrals to specific properties is based on particular information provided by the person who has requested specific information, such as price range, location, proximity to area attractions, dining and other points of interest. Calendar year ended with a total of 1,384 lodging referrals, a fourth yearly decline since 2003; Visitor Guide fulfillment process - In addition to all of the above duties that are ongoing, day-in and day-out, volunteers are the most important element of the fulfillment process. At the end of Calendar year 2007, they had affixed address labels, inserted Visitor Guides, stamped and sealed 18,574, which represents an 11.4% increase over 2006. From July 1 - December 31, 2007, Visitor Guide fulfillment totaled 8,876. The 2007 total represent the fifth year of consecutive increases and an historic high for processing Visitor Guides. If volunteer service were not available, the fulfillment process would likely be a large expenditure item that is currently handled at no charge to the bureau; Supplier referrals - 1,188 requests from July 1 - December 31, 2007 were made for specific information about retailers in Carlsbad, dining, upcoming special events, LEGOLAND, The Flower Fields, and so on. Calendar year 2007 ended with a total of 2,383 supplier referrals, a 4.9% increase over 2006. Activity Referred July Aug Sept Oct Nov Dec Totals Flower Fields Shopping LEGOLAND Restaurants Special Events 2 69 77 56 11 215 1 104 99 96 12 312 2 58 42 42 30 174 0 49 88 59 38 234 0 41 33 26 2 102 2 62 44 33 10 151 7 383 383 312 103 1,188 The Visitor Information Center has come to depend on a reliable, well-served, enthusiastic and very committed cadre of volunteers. Seemingly all days are the same, however, in addition to the five areas listed above, volunteers are the "traction" for when the "rubber hits the road!" • Volunteer shifts - Every effort is made to accommodate each individual who has either expressed an interest to provide volunteer service at the Depot on certain days or specific hours, or who desires a fixed-scheduled that provides regularity of staffing. For more than 360 days in Calendar year 2007, there were 964 volunteer shifts, with 477 of those shifts from July 1 - December 31, 2007. Shifts increased slightly over 2006; • Volunteer hours - 1,391 hours of dedicated public service were provided from July 1 - December 31, 2007, and a Calendar year 2007 total of 2,802 hours; « Volunteer in-kind service - Because volunteers provide their service without compensation, the bureau realized $20,865 in direct in-kind contributory service, and a total Calendar year 2007 of $42,030. This amount, without benefits, would equal the salary for one year of one additional staff for the bureau. State Visitation The Carlsbad Visitor Information Center welcomed visitors from all fifty states, with the total domestic U.S. walk-in traffic at 6,901, and nearly half of those, or 49.62%, who indicated California residency. That averages to more than 9.5 Californians entering the Visitor Information Center every day. Local walk-ins comprised 17% of the total domestic visitors who took time to provide an entry in the Visitor Center guest book. For the Calendar year 2007, all 50 states were represented in every month of the year. And, from July 1 - December 31, 2007, totals showed that visitors from every state and the District of Columbia were represented in the first two fiscal quarters of the year. Although volunteers encourage every walk-in visitor to sign the guest book, there can be hesitance on the part of the visitor that may result in fewer sign-ins as well as busy periods of the day when traffic is high and access to the book is unavailable. Months Ranked by Domestic Visitor Walk-In Traffic at the Visitor Information Center July 448 Dec 204 August 331 Oct 189 Nov 187 Sept 185 The 5 Top States Represented California 3,425 Arizona 817 Texas 240 Nevada 216 Illinois 150 International Visitors For the Calendar year 2007, the Visitor Information Center welcomed visitors from at least 51 countries, spanning 5 continents. And, from July 1 - December 31, 2007, sign-ins from 42 countries and 5 continents were registered. To review information specific to various states or countries that have provided guest book entries at the Visitor Information Center from July 1 - December 31, 2007, please see the Appendix of this report. The Top 5 countries, as indicated by quest book entry Canada England Germany Australia Mexico Ranking of Continents and Global Regions, as indicated by quest book entry Europe North America (Canada) Oceania Asia Central America Scandinavia South America Middle East Africa Fulfillment & Distribution The two primary print pieces used by the bureau to meet its fulfillment obligations are the Carlsbad Visitor Guide and the Carlsbad Destination Lure Brochure. Although each is distinctly different, the end result with both is a call to action that boldly says, Visit Carlsbad! As the end of 2007, the bureau had already distributed 80% of it's Visitor Guide inventory, which are provided at consumer travel shows, made available in a select number of Official California Welcome Centers, allocated to Carlsbad hotels, motels and resorts. The bureau received a print run of 75,000 copies of the Carlsbad Visitor Guides from its publisher, Striker Media. Although the initial 50,000 copies are provided at no charge to the bureau, an additional 25,000 copies were printed - a 50% increase - to meet increased demand and to accommodate wider distribution, such as to The Flower Fields, Carlsbad Premium Outlets and the Gemological Institute of America. On a monthly average, the Visitor Information Center directly distributes -600 Guides to those who visit the Center desiring information about our community. Some 2,000 Guides are also distributed monthly to Carlsbad lodging properties, with re-supply upon request, providing availability. Distribution Area Sites San Diego County Visitor Marketing program 577 Orange County Tourist Systems Visitor Marketing program 185 Los Angeles Area Tourist Systems Visitor Marketing program 129 LAX/Long Beach Area Tourism Systems Visitor Marketing program 139 Inland Empire Visitor Marketing program 250 Palm Springs Area Visitor Marketing program 159 Phoenix Corporate program • 89 Yuma/i-8 Area Visitor Marketing program 79 Ontario International Airport program WA State Ferry program - Full system (seasonal coverage) BC Ferry program - Main Routes Package (seasonal coverage) CA Welcome Center - San Francisco CA Welcome Center - Andersen CA Welcome Center - Barstow CA Welcome Center - Santa Rosa CA Welcome Center - Arcata CA Welcome Center - Merced CA Welcome Center - Santa Ana CA Welcome Center - Yucca Valley CA Welcome Center - Auburn CA Welcome Center - Pismo Beach CA Welcome Center - Oxnard CA Welcome Center - San Bernardino Beverly Center Information Center Distribution Area for Visitor Guide CA Welcome Center - Oceanside San Diego ConVis International Visitor Information Center Carlsbad resort/hotel/motei properties (lobby distribution, monthly) Copy representations of both publications are located in the Appendix of this report. Internet: Pay-Per-CIick, Search Engine Optimization The budget committee in 2007 reviewed all print publications and online marketing programs employed by the bureau and determined that certain of the print publications did not warrant continuation due to a number of factors. Primary in that consideration was the ability for the Carlsbad CVB to track results from its print ad buys. Growing interest developed in employing the use of a pay- per-click campaign that would begin the shoulder season and move forward, as funding would allow. Pay-per-click advertising is one of the most productive, reliable, and affordable forms of direct response advertising online. PPC is 100% performance based. The programs are set up so the bureau is only assessed fees when a visitor comes to our site clicks on our advertisement - brining them directly into our website. The fees associated with PPC marketing are based on pre-set bids we place on a keyword-by-keyword level. Each keyword value is different - a result of the commercial viability of the keyword and the number of businesses vying for the click-through. Essentially, the world of keyword bidding is an open auction. Fees (bids) for editorial travel keywords related to San Diego, North San Diego and Southern California range from $0.45 to $1.75 per click. Commercial travel keywords related to hotels, resorts, tours and vacation packages range from $0.65 to $5.50 per click, or higher. Currently, we are using PPC to supplement traffic for keyword phrases that are currently not ranking organically as high as they can be. PPC will help increase our position per page, with about 10 positions typically per search on Google. Working with SimpleView, Inc., we plan to increase our organic rankings using PPC to broaden the search area, to include special events, festivals and so on. The PPC 'spend' by the bureau, thus far, has been in three major areas, which represents 90% of all funds devoted to PPC: hotel keywords, general Carlsbad keywords, and attractions keywords. Some examples of hotel keywords are: Carlsbad Hotels Carlsbad California Hotels Hotels in Carlsbad Carlsbad CA hotels Carlsbad California Hotels Hotels in Carlsbad Ca Hotel in Carlsbad The average cost per click (CPC) using these hotel keywords was $0.94. The second area was for general Carlsbad terms, and examples are: Carlsbad California Carlsbad Carlsbad CA The average CPC for these terms was $0.35. The third section was for Attraction keywords, and examples of those are: Carlsbad Attractions Carlsbad California Attractions Things to do in Carlsbad Things to do in Carlsbad California Carlsbad Ca Attractions Things to do in Carlsbad CA • Here, the average CPC was $0.34. For the next several months, we plan to continue with these same keywords. We will supplement traffic in areas where organic rankings are not as strong as they could be. For example, Carlsbad Hotels shows up on the first page, but at the bottom. We can supplement this keyword with PPC. The same goes for "Things to do in Carlsbad," which shows up organically on the 8th page. As the year progresses, and we are able to increase organic rankings, we will continue to move more available funds towards new keywords that are not as strong organically. Specific keywords that we intend to target in 2008 are: « Carlsbad golf (Google rank 57) • Carlsbad beaches (Google rank 0) • Carlsbad hotels (Google rank 15) • Things to do in Carlsbad (Google rank 89) The bureau continues to employ an active Search Engine Optimization (SEO) program that is constantly monitored and manually updated. SEO has increased visitor sessions for every one of the last consecutive five calendar years: 2003, 232,814 visitor sessions, 2004, 297,285 visitor sessions; 2005, 327,140 visitor sessions, 2006, 389,515; 2007, 794,907. Ranking Totals for www.visitcarlsbad.com on Google, Yahoo, MSN, AOL #1 Position Top 5 Top 10 Top 20 Top 30 July Aug Sept Oct Nov Dec 48 158 236 314 346 42 . 152 235 304 347 50 166 232 304 353 45 172 240 332 372 49 173 250 327 369 51 187 268 345 397 The above shows that the bureau's website achieved, over the last 6 months from July 1 - December 31, 2007 achieved an average of 47.5 for#1 ranking, 168 for the top 5 listings, 243.5 for the top 10 listings, 321 for the top 20, and 364 for the top 30. Additionally, measuring the time an online visitor spends on the bureau's site is an important indicator of whether the site's content is sufficient to both hold attention and to further stimulate user activity. Total Visitor Sessions on www.visitcarlsbad.com Aug Sept Oct Nov Dec 74,809 49,923 52,315 42,047 42,351 Average Time Per Visitor on www.visitcarlsbad.com July Aug Sept Oct Nov Dec 4m 32s 5m 7s 4m 43s 4m 8s 4m 8s 3m 45s Average Page Views Per Visitor on www.visitcarlsbad.conn July Aug Sept Oct Nov Dec 5.4 5.7 5.8 4.8 4.6 4.9 Public Relations Outreach From local television and newspaper coverage to international broadcast and online, the Carlsbad CVB continues to demonstrate its ability to garner significant earned media for and about, Carlsbad. For the six months ending on December 31, 2007, the Carlsbad CVB garnered $245,630 in direct, attributable earned media. It is worth noting that when a story appears in a given publication where the subject of that story is either entirely or in part about Carlsbad, the bureau calculates only that portion of print that it rightfully believes it can claim credit, whether through a direct pitch or an assist. For example, if Sunset magazine ran a 3-page story on San Diego County and a two-sentence paragraph dealt with Carlsbad, the Carlsbad CVB would calculate what the percentage value of that story would be, as it pertained to Carlsbad, rather than attributing full credit for the value of the entire 3-page story. Efforts by the Carlsbad CVB resulted in 10 stories being written, ranging from local and regional publications to state, national and international newspapers and magazines. Total print circulation was 4,310,630 with a total readership of 10,231,890 individuals. Locally, the bureau continues to find opportunities with various media, and provides a monthly column for the Carlsbad Business Journal. Extensive readership in Carlsbad and North County provides the Carlsbad CVB with an excellent vehicle for conveying issues germane to tourism in our local marketplace. Additionally, the bureau also employs the use of outgoing e-newsletters to industry stakeholders, media, government leaders and others. During the October 2007 wildfires, e-mail was sent to over 20,000 names in the bureau's database to reassure prospective visitors that Carlsbad was, indeed, open for business. The bureau also incorporated a key element to its public relations outreach by producing and making available to travel media and other working journalists, the Carlsbad CVB Media Kit. Replacing a severely outdated, bulky presentation folder previously used, this totally redesigned, compact media aid displays the best of what Carlsbad offers, together with a CD containing high-resolution photographs and press releases on stories about Carlsbad. Please see the Appendix for an in-depth review of the media garnered by the bureau from July 1 - December 31, 2007, Including stories for the second quarter ofFY 07-08 from the Carlsbad Business Journal, and the October 26, 2007 bureau's eNews, "No Fires IN Carlsbad, Blue Skies Above." The Carlsbad Media Kit has been provided to the CTBID advisory board as a supplement to this report. Travel Media Showcase The Carlsbad CVB attended the annual Travel Media Showcase in Palm Springs from November 27-30, 2007, and met with 33 individual travel writers and members of the media on a pre-set appointment basis to answer questions about the destination and to 'pitch' Carlsbad story angles. Of the some 247 media outlets that attended, familiar names such as AAA magazine, Better Homes and Gardens, California Golf Lifestyle, Los Angeles Times, National Geographic Traveler, New York Post and the San Francisco Chronicle were represented. Previous appearances at Travel Media Showcase provided coverage in Women's World magazine (2-page spread), and Carlsbad being designated by Emily Kaufman, ABC television, "Good Morning, America," as one of America's top 5 family beaches in the U.S. Our public relations staff continues to work these prospects, with several key publications and online sources expected to break stories in the first half of 2008. We will bring those to the attention of the CTBID when they occur. A copy of, "Autumn is beautiful in Carlsbad!" [September 18,2007 issue of Women's World] is found in the Appendix of this report. Advertising The bureau continues to find value with its ad buys in publications that have a high probability of readership that represents the very type of traveler who would find Carlsbad to be a destination of choice. With each ad, readers are provided with a call to action to either go online to www.visitcarlsbad.com and calling the bureau toll-free, (800) CARLSBAD. Although these ads are primarily found in publications that have regional distribution, several of these subscription-based, travel-oriented magazines reach a national audience. As the Carlsbad CVB strives to continue raising the awareness among consumers about Carlsbad as a year-round preferred travel destination, the ability of this organization to track and measure the effectiveness of print advertising becomes difficult when there is not a business reply card (BRC) option made available. This option provides readers with the opportunity to "check-and-send" for specific information requested. In the first six months of FY 07-08, the bureau responded to 5,962 BRC generated leads resulting from various print media ad buys. This represents ~83% of all incoming requests for direct fulfillment (Visitor Guide). As the bureau continues to track results realized through print ad buys, a number of publications were discontinued, as they did not have the capability to provide a means to measure overall effectiveness. Publications eliminated include, OC The Place, Preferred Destinations, California Tour & Travel, San Diegan. Funds previously allotted for advertising in those that were discontinued have been re- directed toward Internet Pay-Per-Click. 2007 BRC Issue Issue Total Publication Issue Leads Circulation Readership Impressions Distribution Travel 50 & Beyond Fall 403 R/N Vacations Fall 444 204,171 510,427 1,531,000 R/N Sunset July 1,026 375,000 1,312,000 1,312,000 R/N Arthur Frommer's Budget Travel July/August 1,056 140,000 420,000 1,680,000 R/N Arthur Frommer's Budget Travel October 791 140,000 420,000 1,680,000 R/N 10 Publication 2007 BRC Issue Issue Total Issue Leads Circulation Readership Impressions Distribution National Geographic Traveler California State Visitor Guide* Conde Naste Traveler Totals July July - Dec September 580 1,216 446 125,000 500,000 120,000 975,000 1,250,000 510,000 3,900,000 1,250,000 1 ,020,000 R/N S/R/N R/N 5,962 1,604,171 5,397,427 12,373,000 Distribution: N = National, R= Regional (includes in-state) * 12-month publication, January - December 2007 The bureau will continue to purchase ad buys in a number of well-respected, nationally recognized publications throughout the remainder of FY 07-08. The current list of those publications is found in the preceding chart. A sampling of the various publications and accompanying ads can be found in the Appendix of this report under, "Media Ad Buys." Online Bookings (Lodging Properties) For nearly 4 years, the Carlsbad CVB has contracted with Advanced Reservation Systems (ARES) to serve as the online booking engine for consumers wishing to book their stay in a Carlsbad resort, hotel or motel and to purchase attraction tickets. The CTBID is aware that at the present time, the Carlsbad CVB does not actively engage in brokering sales or providing direct sales assists for Carlsbad lodging properties. However, through ARES, the bureau has, for more nearly 3 years, provided ease of access and booking convenience to prospective visitors interested in Carlsbad through it's website, www.visitcarlsbad.com. Date Order Nights Revenue July August September 1st Quarter 35 22 14 71 73 48 27 148 $13,874 _ $7,041 $3,772 $24,687 October November December 2nd Quarter 8 23 14 45 10 56 22 88 $1,408 $6,703 $2,392 $10,503 1st Half FY 07- 08 Totals 116 236 $35,190 11 Totals from July 1 - December 31, 2007 reveal that, through a basically passive method for generating room revenue, 236 room nights yielded $35,190 in room revenue. Vision 2010 In an effort to reposition the bureau for maximum effectiveness, both internally and, within the community, Vision 2010 got underway on November 9, 2007, bringing together a select group of voices from Carlsbad, as well as regional tourism partners in tourism. This was the first-ever conference in Carlsbad on destination competitiveness and funded with non-CTBID funds. The Carlsbad CVB will observe its 25th anniversary of community service in 2010, and through the process of Vision 2010, this was believed by the Carlsbad CVB board of directors to be an excellent opportunity to have an open conversation about the strategies, structure and future for having a destination marketing organization that is dedicated exclusively to Carlsbad. Vision 2010 invited representatives from the retail sector, dining, hospitality and visitor services industries, area attractions, surface and air transportation, city government, leaders from both the Carlsbad Chamber of Commerce and the Carlsbad Village Business Association, as well as distinguished individuals from within the community. Carl Ribaudo, Principal Strategist for Strategic Marketing Group and author of the June 2005 Marketing Plan for the Carlsbad CVB, served as facilitator for Vision 2010. Following the event, Ribaudo prepared a 31-page Summary Report, which was provided to all who were invited and attended Vision 2010. The following companies and organizations provided sponsorship support for V7s/on 2010: The Carlsbad Inn Beach Resort, The Crossings at Carlsbad, Certified Folder Display Services, Inc., West Inn and Suites, Carlsbad Village Business Association. Only pages 7-11 of the SMG Summary Report, "Recommendations and Action Steps," have been provided in the Appendix of this report. The report in its entirety has previously been provided to members of the CTBID advisory board under separate cover. Survey Annually, the Carlsbad CVB conducts a survey of those who requested, through the bureau's website, a Visitor Guide. The results of that 43 question survey provided valuable information about our visitors, their length of stay, lodging preferences, sites and attractions visited, information specific about Carlsbad, and impact of on travel plans with higher gas prices and/or recession. 12 The response rate was 14% for those who requested a Visitor Guide from January 1 - October 1, 2007. Survey results were received in early November. A copy of the Carlsbad 2007 Visitor Guide Survey is found in the Appendix of this report. Financial Accountability The bureau continues to maintain a separate segregated banking account that only receives and expends funds that are received through the Carlsbad Tourism Business Improvement District. An accounting of all expenditures from CTBID funds for the period July 1 - December 31, 2007 is found in the Appendix of this report. CVB Board of Directors A roster of Directors who sat as members of the Carlsbad CVB Board of Directors from July 1 December 31, 2007 is in the Appendix of this report. 13 APPENDIX This is what they said when asked, "How Did You Hear About Carlsbad?" Visitor Information Center Guest Book Entries » Visitor Data By State & U.S. Insular Areas • Visitor Data By Country & Global Region Carlsbad CVB Public Relations July 1 - December 31, 2007 "Autumn is beautiful in Carlsbad," Women's World, September 18, 2007 Carlsbad CVB Newsletter: No Fires in Carlsbad, Blue Skies Above October 26, 2007 Carlsbad Business Journal • "A resort for all seasons" October 2007 « "Bureau promotes Carlsbad as topnotch visitor destination" November 2007 • "Wildfires impact local tourism economy" December 2007 Published Ad Buys Visitor Guide Destination Lure Brochure Vision 2010 Strategic Planning Meeting Summary Report Carlsbad 2007 Visitor Guide Survey Statement of Profit & Loss for CTBID Funds July 1 - December 31, 2007 Carlsbad CVB Board of Directors July 1 - December 31, 2007 03 •Q CDO O ~Q CO Q o "O 03 c0)JC CDto -e V) 3o u0) oz *•"u0 *-"a w O> 3 < >, 3 -3 c^O * - CM c^T~ ^ «>, in «^CM CO CM CO h- h~ CO »^>d^ f"«w T" CO Tf O00 V CM COCOCM m CM COCOCO c^O co CO 0^0 T" ^in CO CO m CM "t in CM c^O CO CM t^" ^ CM in CM T— c^»o h- T— T— co 0^o T~ X™" ^oo T- U) (OIO in10 T- oat CM <M <£>toCM h-CM 00 * CDo <D I CL TD to w,c •8 COI 0 CO CO 3t COO O CSa c CD CO oO h- Visitor Data By State & U.S. Insular Areas, July - December 2007 State July Aug Sept Oct Nov Dec Totals Alabama Alaska Arkansas Arizona California Local Anaheim Los Angeles Palm Springs Sacramento San Francisco San Jose Colorado Connecticut Delaware Florida Georgia Hawaii Iowa Idaho Illinois Indiana Kansas Kentucky Lousiana Massachusetts Maryland Maine Michigan Minnesota Mississippi Missouri Montana North Carolina Nebraska 2 3 0 307 420 257 2 97 7 14 38 13 17 12 0 15 11 21 4 0 45 13 0 5 9 17 2 0 21 11 2 21 2 8 4 3 2 1 143 483 190 11 119 11 8 10 9 30 11 0 20 9 2 0 2 22 6 6 0 0 19 3 2 26 24 7 2 8 7 18 2 0 6 155 277 207 0 36 2 9 4 4 16 5 2 18 7 3 0 2 26 11 4 7 6 18 13 2 12 9 0 8 4 8 0 0 3 10 126 180 213 6 15 2 12 3 0 21 10 2 15 6 10 0 2 25 5 2 12 4 25 4 8 4 13 0 12 0 2 2 4 4 0 46 185 133 3 32 2 2 1 5 26 6 0 6 12 2 10 0 14 6 2 0 0 22 2 3 13 10 0 3 0 2 0 6 3 0 40 161 174 1 41 3 14 9 0 16 8 0 14 3 3 0 0 18 1 0 0 0 3 2 0 13 10 0 3 0 4 0 17 15 17 817 1,706 1,174 23 340 27 59 65 31 126 52 4 88 48 41 14 6 150 42 14 24 19 104 26 15 89 77 9 49 14 31 24 0.25% 0.22% 0.25% 11.84% 24.72% 17.01% 0.33% 4.93% 0.39% 0.85% 0.94% 0.45% 1.83% 0.75% 0.06% 1.28% 0.70% 0.59% 0.20% 0.09% 2.17% 0.61% 0.20% 0.35% 0.28% 1.51% 0.38% 0.22% 1 .29% 1.12% 0.13% 0.71% 0.20% 0.45% 0.35% Visitor Data By State & U.S. Insular Areas, July - December 2007 State July Aug Sept Oct Nov Dec Totals New Hampshire New Jersey New Mexico Nevada New York North Dakota Ohio Oklahoma Oregon Pennsylvania Rhose Island South Carolina South Dakota Tennessee Texas Utah Virginia Vermont Washington Wisconsin West Virginia Wyoming Guam Washington, D.C. Mariana Islands U.S. Virgin Islands American Samoa Puerto Rico Totals 4 14 10 72 52 0 24 5 8 11 9 9 4 6 71 42 20 2 47 22 4 0 0 12 0 0 0 0 1,848 3 26 11 73 27 0 10 2 12 19 5 1 2 0 45 17 37 0 22 12 0 0 0 7 0 0 0 0 1,545 8 18 8 15 13 1 14 0 3 16 5 2 0 3 18 16 13 0 20 10 1 0 0 1 0 0 0 0 1,068 1 7 18 16 21 0 23 4 21 14 0 2 0 0 18 10 5 4 13 9 2 0 0 1 0 0 0 0 943 1 6 0 13 14 1 12 0 8 20 0 0 3 8 38 11 10 0 22 15 0 2 0 3 0 0 0 0 743 0 11 0 27 20 2 0 6 14 4 0 0- 0 10 50 7 5 0 29 9 4 1 0 5 0 0 0 0 754 17 82 47 216 147 4 83 17 66 84 19 14 9 27 240 103 90 6 153 77 11 3 0 29 0 0 0 0 6,901 0.25% 1.19% 0.68% 3.13% 2.13% 0.06% 1.20% 0.25% 0.96% 1 .22% 0.28% 0.20% 0.13% 0.39% 3.48% 1 .49% 1 .30% 0.09% 2.22% 1.12% 0.16% 0.04% 0.00% 0.42% 0.00% 0.00% 0.00% 0.00% 100% Including the local areas of Carlsbad, Oceanside, Vista, San Marcos, Escondido & Encinitas, six California metro areas were provided as options for visitors who desired to'sign the guest book. Those who were not from one of these 7 primary geographic areas were listed as, California. Therefore, a Carlsbad resident would not be counted twice (local & California). Red denotes top 5 states 00o a: Oo>m Qtro as to1 0 0)Q >oz *"lO0 "S. CD W 3 "5 £"c 3O O i <D &2•aUl 0 oo o o AlbaniaN.O0s-inCO "^ z » CM CO O)AustriaxO 0s-in o CO CM CM CO E 'cb CDm sO 0s-oo o o CO COJ=? m 0 o 0o o CO Q. o sg CM00 ^> (OCM •^ OCO CM COLO O 00 * c CO O)cuu xp 0s- 00•* CM 5 "*" " CM CO Is- T~ T— 0)oc 51JL -^CMCO - T-oCM oo CM CM CD in CM Germanyx90s-OO O o Greece^0 CO CM O * "* 03CJ) T. sP 00 CM 5 CM T— COCM OO T3 03 £ sO 0s- CM 'r~ $ CO CM Is- CM - -.0 0s- OO O o Lxembourg-.0 0s- CD O) ^ COCO CM CMCM inCM CM NetherlandsNO 0s- CO CM O * CM CM X3C03 OQ. 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Earned $12,000 $3,570 $2,500 Total, Local/State State, National & International Newspapers • USA Today 8/19 Nat'l & Int'l Magazines » Women's World- Sept. National/International Broadcast • Travel Channel re-broadcast Carlsbad Vacation Homes • Entertainment Today Total, National & International Media: Total, All Media: 9 1 1 2 4 13 496,000 2,300,000 1,514,630 3,814,630 4,310,630 1,088,000 4,600,000 4,543,890 9,143,890 10,231,890 $18,070 $46,000 $145,160 $36,400 $227,560 $245,630 Journalist/Media Assists - 20 • Johnene Grainger, Woman's World Magazine • Joe Yogurst, Freelance • Michael Maartinez, San Jose Mercury News « Karen Misuraca, Author-Photographic Guide Book • Larry Olmsted, USA Today • Dan Jordon, Skywest Magazine • Janet Fullwood, Sacramento Bee • Jim Holman, San Diego Reader • James Quinones, San Diego Channel 10 • Courtney Dwyer, Time-Warner News • Shifra Stein, Kansas City Monthly • Katy Lopez, Meetings West • Mary Lee Abbot, Where To Retire • Margie Barren, EntertainmentToday.net • Larry Olmsted, USA Today « Justin Boyd, Where To Retire • Stephen & Trish Foxwell, Freelance • Kara Williams, Mountain Parent Magazine & Grandparents.com « David Alexander, Alaska Air Magazine Guidebook Open Road's Best of Southern California, by Elizabeth Borsting First edition printed September 2007,10,000 books xT^Autumn is beautiful in Sunny skies and balmy temperatures make right now a great, time to get away to this southern California coastal city! This year, summer officially ends on September 23. But if you think that means the end of fun-in-the-sun season, a trip to this southern California beach town will change your mind! Carlsbad got its name and a daim to fame when retired sea captain John Frazier discov- ered that mineral water on his land had the same properties as the famous therapeutic baths in Karlsbad, BoheiTMi^Frader.oorrowed the name—and Carlsbad was on the map. A cen- tury later, the city opt another huge boost when LEGOLAND opened and, today, the family-ori- ented theme park is a top California attraction. But there's more to Carlsbad than spas and LEGOs,The city's idyllic climate and miles of beachfront make it a year-round destination. Add to that world-dass resorts, great golfing, nature preserves and lots of shopping, and you've got a something-for-everyone getewayl ' •'*%**$$"• iger .Woods swung;somi3;fi fat Lg; Costa Resort andlSpfllS Catherine Zeta-J ones have tn j,j^|f|S?at?l;EGbLAND with" theirip Blithe Las Vegas strip con-from more thary,, j C ) ALT KARLSBAD / The Mineral Water /—, Spa, or "Alt Karlsbad," occupies the spot where the first spring was found. Spend a few relaxing hours at this day spa or splurge on a visit to one at La Costa or the Four Seasons, t MUSEUM OF ' j MAKING MUSIC \Crf Visft Ws u«Memuseum's interactive displays, listen to hmes spanning more than 100 years and check out the collection of more than 450 | vintage instrumente. Be sure to take in the "Ukulele and You" \ exhibit (through January 2008). st-sees 5At BIPLANE AIR COMBAT & WARBIRD ADVENTURES Relive the glory- days of aviation at tlie nation's oldest vintage air-tour operator! Settle into the rear seat of an open-cockpit biplane for glorious views of the ocean and sur- rounding landscape. 6THE Find your place in the families: Beaches are big with VILLAGE / Low-key and high-rise- j free, downtown Carls- bad is a charming spot to spend an afternoon. Coastal Highway 101 runs through the center of town, and shady State Street is lined with fun-to-poke-around-in shops and great places to eat. THE SCOOP to sungtesses, cast/a/ ctot/ies. What to buy: beach wear and antiques, ' JSBVMIR; ?1- . A^w^«p*j*<rfa , ^SSils'S.$680000, and Visitors Bureau at 800-227-iwww.visncarisbad.com. Carlsbad CVB Newsletter From: mail@visitcarlsbad.com Sent: Friday, October 26, 2007 4:04 PM To: Subject: Carlsbad CVB Newsletter- No Fires In Carlsbad ntion & fliMors 'Bureau eWews •. No Fires In Carlsbad Blue Skies Above Fortunately for Carlsbad, the San Diego wildfires did not directly affect our coastal community. LEGOLAND is open, restaurants are serving, folks are walking along the beach and our hotels are welcoming guests for the weekend! Many of the San Diego area attractions - The San Diego Zoo & Wild Animal Park, Hornblower Yachts & Dinner cruises, Old Town Trolly Tours, the U.S.S. Midway Museum, Seaport Village. Cabrillo National Monument, and, of course, Sea World, are all OPEN1 Our friends ai the San Diego Convention & Visitors Bureau have up-to-the-minute updates that can be found at www.sandiego.prg. and then click on, San Diego Wildfire Update for information Our courageous firefighters and community assistance volunteers have done a superb job through this very trying week, and we thank all who have expressed their concern, extended prayers and provided support for relief efforts. We would like to direct everyone to the American Red Cross San Diego/Imperial Counties Chapter to coordinate any donations or relief efforts. They have a comprehensive website and are well equipped to handle any and all donations. From all of us in Carlsbad, we thank you for your concern and outpouring of support. Our community is open for business, and we are ready to welcome you whenever your arrive1 For more information, you may call us direct at. (760)434-6093. Kindest Regards, Kurt Burkhart Executive Director Carlsbad Convention & Visitors Bureau 400 Carlsbad Village Drive Carlsbad, California 92008 Phone:; (760) 434-6093 Fax: (760) 434-6056 kurtb@visitcarlsbad.corn www.visitcarlsbad.com Regular Features: About Carlsbad Unsubscribe Send to a Friend! Request a Carlsbad Visitor Guide! unsubscribe, please send an e-mail with 'remove' in the subject line to OCTOBER 2007 WWW.CARLSBAD.ORG * CARLSBAD BUSINESS JOURNAL A resort for all seasons BYtCUKTSURXHAKT Executive Director, Carlsbad Convention & Visitors Bureau In mid-September, the Sheraton Carlsbad Resort & Spa provided the setting for a press conference to both announce and display works by artists who would be participating at ArtSplash, a fun event now in its fifth suc- cessful year. The art festival and silent skim board auction took place Sept. 22-23. During the press conference, the artwork was great to see, with only half of the skim boards on display for the media and others in attendance to gawk over. There were some mighty fine boards | on display (I bought one in the silent auction last year). After everyone had a chance to speak about ArtSplash, we were introduced to Stan Kaminski, general manager of the Sheraton Carlsbad. Kamin- ski was elated to have ArtSplash organiz- ers, artists, media and others on-site. It pro- vided him with a wonderful opportunity to walk everyone through Carlsbad's newest resort and to showcase one of the city's fin- est, most conveniently situated hotels. By the time the Sheraton Carlsbad opens in early 2008, Kaminski will have assembled a team of top-notch industry professionals, many of whom have spent years working in the hospitality industry right here in Carlsbad. The Carlsbad Con- vention & Visitors Bureau was especially pleased when it learned that Rachel Blake, who formerly sat on its board of directors, has returned to Carlsbad and will oversee operations at the resort. She's one of many on team Sheraton who are anxiously work- ing toward opening day. Kaminski did a great job of describing exactly what Carlsbad's newest hotel prop- erty will have to offer its guests and patrons, including the Palm Court leading down to the pool, the spa and treatment rooms and the Ocean Court lawn that will easily han- dle weddings and receptions, team build- ing and other healthful outdoor activities. The 350-room resort will also have 25,000 square feet of function space, which is a welcome addition to both Carlsbad and North County. Our visit wouldn't have been complete without a taste of things to come from the exquisite Twenty/20 Grill and Wine Bar Restaurant, which is going to be simply awesome with its ocean view and terrace dining. Chef Steven Patrick treated us to some grilled delights that were out of this world. I can't wait to take in this enjoyment, especially at sunset As we wrapped up our afternoon event and began gently packing up a dozen or so beautifully painted skim boards, it was said that as Carlsbad finds ways to both grow and sponsor more events like ArtSplash through- out the year, it can only be good news for ex- isting and future lodging properties. It isn't often that many of us get the chance to see these projects come to life since available land close to the ocean is especially in short supply. We think that Tim Stripe and Dave Brown, co- presidents of Grand Pacific Resorts, Inc., which owns the new resort, have certain- ly hit another home run. We congratulate these gentlemen for a wonderfully fine addition to our coastal destination. Good luck and best wishes for every success! NOVEMBER 2007 CARLSBAD BUSINESS JOURHAL * WWW.GARLSBAD.ORG Bureau promotes Carlsbad as topnotch visitor destination BYFRANKffiLANIY Public Relations Director, Carlsbad Convention & Visitors Bureau Carlsbad - the West's hottest, must-visit vacation destination. Sound too good to be true? On the con- trary, Carlsbad has every amenity that a Southern California coastal city needs to become a sustainable and desirable desti- nation. The missing element is one thing that all successful destinations have in common, and that is a recognizable trade- mark or "brand." Branding creates a posi- tive image, deters competition, develops loyalty and provides staying power. At a recent meeting of the Carlsbad Tourism Business Improvement District's advisory board, a consultant hired by the group to do a brand positioning study said the feedback from visitors interviewed was very positive. However, Carlsbad seemingly had little recognition outside of its primary geographic area, which includes greater Los Angeles County, Orange County, Riv- erside metro and San Diego County. 'The Carlsbad Convention & Visitors, Bureau has initiated a strategic public rela- tions plan that will place focus on national media coverage for the city. The bureaus public relations plan is not a sideline or a part-time endeavor. It is a key element in our overall destination marketing program, which is crucial to achieving and maintain- ing our competitive edge. Publicity does not happen magically nor do media opportunities simply drop in your lap. Understanding the behind-the- scenes conversations, relationship build- ing and groundwork that must be laid in order to get a story in print is essential to producing unpaid coverage. This unpaid, or earned, media coverage can have a far greater impact than paid advertising or advertorial because it carries a message of implied independent endorsement by the publication that prints the story. New tactics have been incorporated into the current public relations plan in order to have success with new goals and strate- gies. Some of the tactics will include mar- ket-specific regional media visits in several targeted market areas. Aside from our pri- mary market, visits will include Phoenix and Las Vegas, as well as the Northern Cal- ifornia area. Ongoing press releases, cov- ering a wide range of interests promoting our destination, will be distributed either regionally or nationally, depending upon the nature of the release. Media familiarization tours are another approach to give invited journalists an op- portunity to experience Carlsbad and all that it has to offer. This was the main topic of discussion at the bureau's first public re- lations roundtable meeting recently held at West Inn & Suites. The meeting was attended by public re- lations and communications professionals from local hotels, attractions, the city, the Carlsbad Chamber of Commerce and the Carlsbad Village Business Association. The consensus of the group was to follow the lead of the bureau's public relations plan for themed media tours, which will highlight the best of Carlsbad. The bureau will continue its media out- reach with visits by individual journalists in order to accommodate their specific as- signments, as well as generate additional coverage by attending media events spon- sored by the California Travel & Tourism Commission, pitching stories, providing story ideas and distributing information about Carlsbad to editors and travel writers nationally, statewide and regionally. DECEMBER 2QQ7 CARLSBAD BUSINESS JOURHAL * WWW.CARLS8AO.OiG Wildfires impact local tourism economy BYKUKTBURICHAKT Executive Director, Carlsbad Convention & Visitors Bureau "Everyone should stay away from South- ern California," is how Reynolds Wolf of CNN described the situation with the still uncontained wildfires on Oct. 27. I couldn't believe such a statement had just been made. Southern California is a huge piece of real estate, and viewers watching that segment of Wolf broadcast- ing from Rancho Bernardo were left with an incorrect and mistaken impression that fires had engulfed every square inch of San Diego. It's hard to believe this tragedy was only but a month or so ago. I joined San Diego Mayor Jerry Sand- ers and other tourism industry leaders on the same day of Wolf's broadcast to pub- licly announce that San Diego was open for business. The setting was the entrance to the San Diego Zoo. It was clear that the mayor comprehended the enormous dam- age to life and property resulting from the fires that continued to threaten folks in both the county and city of San Diego. He also had a keen awareness of the economic impact these fires had on the regions third largest industry - tourism. The Carlsbad Convention & Visitors Bureau remained open the entire week, even with a voluntary evacuation notice that was given to certain areas of Carlsbad. Volunteers kept the Visitor Information Center open, answered a stream of incom- ing phone calls and handled walk-ins who were in desperate need of lodging accom- modations. In several instances, phone calls were made to find housing in private homes as it became clear early in this cri- sis that every room was filled in Carlsbad. One volunteer, Cynthia McPherson, chose to stay on to assist beyond her three-hour San Diego Mayor Jerry Sanders, felt and Kurt Burkhart, executive director of the Carls- bad Convention & Visitors Bureau, met at the San Diego Zoo Oct 27 to announce pub- licly that San Diego was open for business. shift, making it possible to keep our center open until the 5 oclock hour, A day before joining the mayor at the zoo, the bureau sent out a notice to thou- sands of individuals in our database to tell them, "No fires in Carlsbad, blue skies above." The e-mail message started out with: "Fortunately for Carlsbad, the San Diego wildfires did not directly affect our coastal community. LEGOLAND is open, restaurants are serving, folks are walking along the beach and our hotels are welcom- ing guests for the weekend!" The following day, essentially the same message would be given by the mayor and tourism industry leaders. Its not only what we needed to hear, but those words conveyed reassur- ance to the entire world as the greater San Diego region battled the worst of what the Santa Anas could dish out The bureau's message ended with: "From all of us in Carlsbad, we thank you for your concern and outpouring of support Our community is open for business, and we are ready to welcome you whenever you arrive!" Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. I Carlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093 <&uys tA _ARLSBAD tftS'OCEAKSlB Carlsbad i* minutes north of San Diego anci ofter* something for everyone, Speciacuiar beaches, gorgeoui sunsets, PGA gotf. spa pampering, fine dining, great shopping, adventure sports, LEGOLAND*and more> Fcf a free vititcn guide. c*sli 800-CARLS8AO ex go online at www.viiituu-lftMd.cem. San Diego's North Coast with easy access to Orange County, L.A. and Pa!m Springs. &~ :^m : San Diego's North Coast with easy access to Orange County, LA. and Palm Springs. Will) 7 niilo tit unspiiiitfi hunches, utmjuc shop^ics^ R championship jiolf, IECOLAND. «urfinj;. iasw" kavakii : hiki!)>; miiiv, i;oa*i.il hoicls, spa pumperiiij;. KOIXWUS t«;i.s : Mtr,*cts, C<»ast Highway }0l *>-y$ mi!ksKakts; why would y Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. i Carlsbad, CA 92008 i 800-CARLSBAD ! 760-434-6093 Carlsbad Convention & Visitors Bureau Tpisitor Guide May 2007 - May 2008 75,000 copies printed Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Dr. I Carlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093 Carlsbad Convention & Visitors Bureau Destination Jrure (Brochure San Diego County's North Coast ..H IMP •*" •— Carlsbad :V California-^ In FY 07-08, 250,000 copies of the Carlsbad destination lure brochure were distributed in 3 states and 1 Canadian province (San Diego, Orange, Inland Empire & Los Angeles Counties (includes City of Los Angeles) and metro areas of Palm Springs, Long Beach, Yuma; major Southern California airports; California Welcome Centers; Seattle-Vancouver Ferry routes; Phoenix corporate sites that include Maricopa County Employees Credit Union, Safeway, Tempe School District. This latest run represents 750,000 brochures printed and distributed over a 3 year period. :t«-, ^^.vl.ltcaH.bad.com »«*« j ''Kl0* ">*(,,, 'If'fltllil,, I:^'^:^^:]^^^i^ ^""^''"n'uu''iH'u'i! o''™™c'."^'"''"""-'""«T(1'.',"W*'? '""''»»•'««" '" ' ""*"™«",',™" K" "'"~>'4*»>»»..»«,z ,,^ '"*'" '«z;s r "•• i"-« - s.ltLH ™J^rr-^'rs:;,;r' - •*» £rr:-" ""^ -^--c£H -"as-^SS c§H*ES- ',. ">° J^-X * t-"tl'<"ni» ct*t,/«. ^^ Carlsbad Convention & Visitors Bureau I 400 Carlsbad Village Or.Carlsbad, CA 92008 I 800-CARLSBAD I 760-434-6093 on CD on GL*CO 5 oh <DI •«•" ro •£U > o Q. CD V E E Dtn -- •-T32a£a. tro CO o cg £ DCO OO .roO (/> Q. 0)4-1 U^ cO '43u<Recommendations &o *Ci-IJ*»nd its long-term tourism promotion program, following are recommendations and3 strategic planning retreat. It should be noted that each of the four recommendations/ithout Recommendation 1 being immediately dealt with, the other recommendationsie Carlsbad Convention & Visitors Bureau aitegic Marketing Group that resulted from th<essful and sustainable program. However, v\t.r to create a viable foundation for tlaction steps developed by the Strejally important to guarantee a sucotion steps will be hard to implemeni<D >-, pf O-a *- 5T coL— U_ UJO O Q) "Oj- -c £ c ore Recommendations:0 no1 1 Cooperative alignment^ m o CD -2 CO H5c: a E S CO 5 CM (/)0)*3 '•£CD 1•cQ. T3 CO _o la a. ~± c Internal communication/EducatioCO Improved marketing programs•*>n organizations.ve alignment with other tourism promoticRecommendation 1: Cooperatia TBID) made Carlsbad one of approximately 20-25 destinations within California to5 generated approximately $800,000 in revenues to promote Carlsbad. With thetions involved in the promotion of Carlsbad that include the CTBID, the CarlsbadConvention Bureau. One of the key recommendations to emerge from the strategicliscuss roles and responsibilities.j Tourism Business Improvement District (Cr tourism promotion. To date, the CTBID ha;board, there are now three distinct organizaVB), and the San Diego North Visitors and CId a summit with the three organizations to dThe development of the Carlsbaiimplement this funding source foformation of the CTBID advisoryConvention & Visitors Bureau (Cplanning session is a need to hoordination between the three tourism organizations was the primary issue to resolveses tourism to Carisbad. It is critical for a destination to maximize its resources and;d approach to marketing, sales and hospitality that will achieve tourism goals andg retreat, it was obvious that the need for colly integrated marketing program that increai/herever possible in order to develop a unifieThroughout the strategic planninin order to move ahead with a fureduce or eliminate duplication v\objectives.£O) CO o1 ations to discuss the roles and responsibilities of each in the promotion of Carisbad.ion.e identified tourism goals.8jng with the three tourism promotion organizuld include the following:3 areas of each tourism promotion organizatupon tourism goals,isponsibilities of each organization to achievfor funding allocations over the long-term.o5 o c CD E £i -w '§- 2 -o & ~ § f c? i | E 'v> CD "o <g tol| | I 1 S. 1/5 W3 vCT" »£* CD 0> ^ ^ '"£'"§--00 *o <D CD 'oj 'CD-o ° 2 S Q Q1 s _E CO T- - CM CO -*• c oco £-n °1 8. :TTY.x c/5 ;^l. ;I>X^ .: — ,?n ors Bureau Vision 2010 Summary Report.t;in >Carlsbad Convention &and community for reaching targetWCDin Determine what is the best approach and marketing program for tourism partners, City of Carlsbad, busines;markets.tri Consider board representation in each organization to maintain open lines of communication.CD measurement and ROI reports.en Establish protocol for ongoing communication between organizations including work progress reports, prognr^ CD O 0)£ £ OJ T3 J *J CO 1 cvi o **«»CO T3 § coo CD 0£.)VB is funded entirely through then order to effectively plan for one to<**> — £ -5 %I primary issue is directly related to the need for coordination between the three tourism organizations. Since tlimportant that consistent and long-term funding for the identified CVB's tourism promotion program be resolve, it is critical that the organization develop a solid funding source based upon its defined role and responsibilityX co in£^ •— In.8 .t=: CD~ CDCD f~\ >*•ft\ £— Jt/> rtsSPSH- O £3rganization. The committee shouldCD p:Dard of directors should form a subcommittee for developing scenarios for guaranteeing long-term funding for 1and all possibilities for funding, and present it to the CVB board for consideration and discussion.CU -S ?"^^ c.C/3 CD CO C > CDo o-a *3 CD —o Jc o< H- .£idation 3: Internal communication/Education with public and private entities.<D Eoo(DCC >s +— CD ||1 l|l | §57^ ^ <o c§ E B"2 CD '55 o £ £•ro 'o £5 •— CD S5c C- o 00 S QL 111o 03 i'•5^ 2, §E«c: o -ar (commendation tied to the long-term success of the CVB is to improve communication with the other tourism pid local community. Discussion at the strategic planning retreat made it clear that the local community is not c<; on the overall Carlsbad economy. This lack of understanding can undermine the success of the destinationsntegration of the local community and businesses that have front line contact with visitors.£ CD CD T"i CD-p w •*=t- t/> r- •*-*t~~ CD C f~>£ c w B CD 't/5 'S= T3J= 13 5 CD1— n £. •£ined to effectively communicate theild include the following public<-" Ti 1^ps:In order to solidify the CVB as a leader for Carisbad tourism efforts, it should develop an ongoing program dimportance of tourism, the role of the bureau and its programs to the local market. The dedicated program ;CD •+!•* T™(/] CO t><relations elements:ates about the progress of thetion distribution, trade showy, meeting & conferences) toas well as the local business<3 CD O '«OL cr c (/>=) E ro c • Develop a monthly or quarterly newsletter such as "Spotlight on Tourism" that includes information andCarisbad tourism marketing program such as generated media coverage, travel writer visits, visitor infoiattendance, and website usage; and economic indicator data (visitor spending, room nights sold, occupillustrate the value of tourism. The newsletter should be distributed to the tourism promotion organizatiocommunity.n programs and the economic and.223 - Develop monthly news releases submitted to the local and regional newspapers highlighting specific toisocial impact on the local community. Summary Reporto o(N iau VisionUJ co Carlsbad Convention & Visitorsm O CD H—O E CD •S § J5_c S tO 'CO 5 COcz'oco oc: CO o to 'c CO s tO CO _c:o3co COenc !CD Id attend community servicemunity can get involved.11-i ° 51O to <D co" £ 5 •oE 0 ™o cCD CO Executive D1tourism progH to present thee.OT "55C Q..Q 'o to tN CO •E CL CO CCO CO 0 °ItJ^y ™«t i|S ir-, oCL 0 E £ •S5 1 £ ll >, CO= !2llell3 0 0. S c0 g l§I- .1 ci nnual tourism luncheon andm, measurements and ROI,CO CO «= CDCO O% *- o co 3 'i CO S fg!$ «E£CO <*^•o °CD COCL coco CD T3 COo 2 X Q. B CO "> Ss3 ._ £ Ocr E CD Z liftS to" E <- o 8 lls& co o *•'•''> 0) 0 ^-3I'iEci1-5 £e2 CD CD CDQ--c: 3^,1—jB C "50jE o jg a;s of the tourism industry in Carlsbad,s data should be communicated to artance of tourism that supports theirCVB monthly reports distributed to t!•£ |I CO • .£ r-c to .== S&1») conduct an economic impabad via revenues, taxes andto illustrate the dependenceII of the tactics above as well*-S £2 «EE co CD c -O.Q™ s'g.Biojl 0 <» 'S 'mci^ |E C42 |s S E R oCD CO ° .C>- •£= T3 CO-a 3 c: r-1 S ro o .§•5 cT181/3 "o •— i§GQ CO "5 O> CL N >*= 0 E E •- CD "~ §,.52 £ £ o i— CNJ (Q£(O "O(QJ3to c5O CD it-* <U-s s Q. S T3CU CO "wa>T3 CO ng program1ro TJCU 2CLE •ir co *3ro c0> goo Q« to i T352ocz CDJ2 T3li— co CO "43li lol-0 <^to fc 5^® ?•£ 2 CD CO "o eE «§e ?• CL.S S £r- "O ~CD -dc ro .CO CO &§ ^oE «co £ sl erg-develop improved rnarketincand 2 that will continue to ir2 w 5 oo"^ CD "g .8 1 T3 OCD 0 CD CD C CC _g 52^w ^.j CO CD "c ro 8 £ c >^8 "§£ 215 •— CO tnCD .52 co cu x: -j=t± .TO O '?=ijri C: CD '>,i CD1 — -it: CO CLCD Cots*3C CDCDT3 1 1O «D £ -*.= COfli_t is the drive market locatecCarlsbad and San Diego As concluded the core geographic markeaccessed via the airlines that serve theregard to target markets, the retreat attendeeidentified the need to reach potential markets£ o!£"" VJ•£• co COCD ~m;-j=;"c 'i*1CO CDC'gjjj ,£ xfo13 CO CO< -1 CD 1CO COCOCDc.'co13£1 T3 Cco £Z3COJ> ^o'1 •4=COCD T3 CD COc primary function of the CVB should be marketCD J^I—ild take precedence:o-dto llc •&— co £ -a3 CD ll— CDCO T3 O tO«•£filT3 "C:C= Cu )y integrating authenticity athe core social values andip a distinguishable brand for Carlsbad 1k to bring the brand to life by promotingTO litIs s8178 °--g CD CD -c •=.C CO ==gO § E ° "c•5 g S "S 5-1ro % Q.CD m ,«dly, arts and culture, attitudcopy that capture the true <marketing initiative such asc -a >•0) c atL= co § ,_ to CD 1-2-3J J2 os •§••§>0 CO =3HI « c3"S -g 8 g w ^'-H.-&•!-§£ to CD Pii-«S•oo^ CDT3 "3CD J22 Branding: Support the CTBID efforts to deveicCVB's marketing efforts. The CVB should worplanning retreat that define the local culture aiThe CVB should include the local culture in aldefendable and authentic marketing platform 1press releases, Carisbad website and the VisiM .g „ '5 1 = IS recent stailew travelCO w .E £ "O CO Isi marketing platform as illusti•keting Group in 2007 quanrig a destination can be a very valuableearch study conducted by Strategic MaiAuthenticity as a core strategy for differentiatilstudy. The California Traveler© marketing ressome surprising results.1 1 distinction1COic side that gives a destinatioCD O I t/5CDT3 CO H—O CD T3'co "co2 CD 1CD "i-_ 2> "5o "co8 "co£ CD "o 53COB CO "a?CO •o co CO Today, more and more travelers want to expeto visit locally owned and operated businesseCOCO 1 'S£ T5Cco 1rjSto£i_"CD _c u. JO E'to CO_c 1CDJD £CO CO 0 • 44% indicated that vacation destinatit/JT3 1 "co fO toc CO *^r?ops and restaurants ratherJC 1 O "coo 0 o CDCDCO T3 C 53 CD cf.0 o CD 1 "cox: T3 _O C il •eoa. 2rCD EOW o oCN .2 T32CL O 8_g I ^ > o« cg "c IoO •oCOXI_« COO O3 -O2Q. 15o_o a>o >sCOa. CDT3~ CD CD fl£ o._- ~c/5.11 ro 2 8:5> CD 03 CO 1 £•> .0 16 -0.c: £if o CD.y w-0 O -CNin c Iffl Carlsbad Site Administration Page 1 of 10 Carlsbad Site Administration [Logout] » Ca,endal UStingS *rticies q Requests Visit^ er Surveys Bakers « leasts Surveys [ Back to Manage Survey ] Carlsbad 2007 Visitor Guide Survey Would you like a chance of winning one of these great awards? 387/390 - 99.23% Yes 2/390 - No How soon after requesting a Carlsbad Visitor Guide did you receive it? 315/390 - 80.77% Ten days to two weeks 47/390 - 12.05% Three Weeks 27/390 - 8.92°/o Four or more weeks How soon after receiving your Carlsbad Visitor Guide did you actually visit Carlsbad? 102/390 - Within 30 days 104/390 - 2 months 41/390 - 3 months 62/390 - 3 - 6 months 13/390 - 3.33¥o 6 - 12 months 67/390 - 17.18% I stiil plan to visit but didn't make it in 2007 Did you bring the Carlsbad Visitor Guide with you on your trip to Carlsbad? 317/390-81.28% Yes 72/390 - No If you have already visited Carlsbad, was this your first visit? 243/390 - Yes 146/390 - 37.44% No How many times have you visited Carlsbad prior to your most recent visit? 237/390 - 0 93/390 - 1 - 2 http://www.visitcarlsbad.com/admin/surveys/index.cftn?action=Combined&SurveyID=17 2/21/2008 Carlsbad Site Administration Page 2 of 10 32/390 - 8,210/0 27/390 - 3 -4 5 or more How many people were in your immediate travel party on your most recent visit to Carlsbad? 28/390 - 7.18% 149/390 - 133/390 - 34,10% 79/390 - 20.26% I was traveling solo! 1 - 2 3 - 4 5 or more How many nights did you stay in Carlsbad? 64/390 - 16.41% 45/390 - 11.54% 61/390 - 15.64% 50/390 - 12.82<¥o 43/390 - 37/390 - 89/390 - 1 2 3 4 5 7 or more nights What was the primary purpose of your most recent visit to Carlsbad? 49/390 - 17/390 - 4,36% 17/390 - 7/390 - 1,79% 1/390 - 0.26% 0/390 - 0,00% 3/390 - 0.77% 0/390 - O.OOo/o 65/390 - 16.67% 26/390 - 6.67°/o 7/390 - 1.79% 1/390 - 0.26% 2/390 - 0.51% 130/390 - 33.33% 0/390 - 0/390 - 1/390 - 0/390 - 2/390 - 0.51% 4/390 - 1.03% 56/390 - 14.36% 1/390 - 0,26°/o 0/390 - Visit friends and family Business conference or meeting Relocation and house hunting The Flower Fields Acura Tennis Classic at La Costa Resort and Spa Running Events (Carlsbad Marathon, Carlsbad 5K, Carlsbad Triathlon) The Village Street Fair ArtSplash LEGOLAND The Beach Shopping Fun at the Spa Golf Family vacation Concert Performing Arts Theatre Kids Sports (soccer, Softball, swimming, etc.) Church conference Dining Wedding Rest &. total relaxation! San Diego Padres/Chargers game New car purchase at Carlsbad Car Country http://www:visitcarlsbad.com/admin/surveys/index.cfm?action=Combined&SurveyID=;17 2/21/2008 Carlsbad Site Administration Page 3 of 10 Other, please specify 28 Answers [ View ] Was Carlsbad your only destination on your trip or was your visit part of a longer more extended trip/vacation? 195/390 - Only Carlsbad 192/390 - 49.23% Carlsbad was part of a longer trip Who made most of the travel plans for your trip to Carlsbad? 338/390 - Myself 24/390 - Spouse 4/390 - 1.03% Children 2/390 - 0.51% Significant Other/Partner 2/390 - 0.51% Grandparents 11/390 - 2,82% Other relative 2/390 - 0.51% Friend 4/390 - 1.03% Travel Agent Other, please specify 4 Answers [ View ] What best describes you? 54/390 - 13.85% Single 72/390 - 18.46% Married without children 20/390 - 5.13% Single parent 216/390 - Married with children 25/390 - Retired Other, please specify 10 Answers [ View ] What is your gender? 283/390 - 72.56% Female 103/390 - Male What is your age? 4/390 - 1.03% Under 25 55/390 - 14.10% 25 - 34 144/390 - 35 - 44 96/390 - 24,62°/o 45 - 54 69/390 - 17.69% 55 - 64 18/390 - 65 or older On average, how many trips do you take in a year? 5/390 - 1.28% 0 trips http://www.visitcarlsbad.com/admin/surveys/indexxrm?action=Cornbined&SurveyID==l 7 2/21/2008 Carlsbad Site Administration Page 4 of 10 152/390 - 38.97% 150/390 - 51/390 - 28/390 - 7.18% 1-2 trips 3-4 trips 5-6 trips 7 or more trips What type of accommodation did you choose on your most recent visit to Carlsbad? 69/390 - 17.69% Resort 98/390 - 25.13% Full service hotel 53/390 - 13.59% Budget (value priced) hotel 27/390 - 6.92% Motel 11/390 - 2,82% Bed and Breakfast 62/390 - 15.90% Time Share 32/390 - 8.21% Vacation rental 1/390 - 0.26% Campground 1/390 - RV Park 32/390 - Friends and Family What local attractions did you visit during your trip? Please check all that apply. 131/390 - 33.59% 66/390 - 293/390 - 75.13°/o 10/390 - 142/390 - 36.41% 14/390 - i . etc.) 87/390 - 22.31% (I 12/390 - 3.08% G 127/390 - [ 157/390 - 40.26% [ 225/390 - 57.69% [ 97/390 - 24.87% C 52/390 - 13.33% [I 43/390 - 11.03% f 26/390 - 6.67% 77/390 - 19.74% 10/390 - ," 17/390 - 4.36% 4/390 - 1.03% [ 37/390 - [J 176/390 - f 19/390 - 4.87% U Other, please specify LEGOLAND The Flower Fields Beaches Leo Carillo Ranch San Diego Zoo Del Mar Fairground (County Fair, Horse Racing, Festival of Lights, Home Show, ! San Diego Wild Animal Park Qual Botanical Gardent i Oceanside Pier j Carlsbad Premium Outlet Mall "II The Village of Carlsbad I SeaWorld ! U.S.S. Midway Museums (Museum of Making Music, etc.) Mission San Luis Rey Disneyland Palomar Observatory Batiquitos Lagoon Anza Borrego Desert Scripps and/or Birch Aquarium(s) J Downtown San Diego (Old Town, Gaslamp, Seaport Village) Casinos in San Diego County 58 Answers [ View ] http://www.visitcarlsbad.corn/admir^surveys/index.cfm?action=Combined&SurveyID=17 2/21/2008 Carlsbad Site Administration Page 5 of 10 If you depend on accommodations, facilities and area attractions to be accessible for the physically challenged, how would you rate accessibility in Carlsbad? 56/390 - 14.36% Excellent 73/390 - Good 12/390 - Fair 1/390 - 0.26% Poor 227/390 - 58.21% N/A If you stopped at the Visitor Information Center during your most recent visit to Carlsbad, how would you rate the overall service your received? 142/390 - 36.41% Excellent 183/390 - 46.92% Good 39/390 - 10.00% Fair 5/390 - 1,28% Poor How would you rate the location and access of this Visitor Information Center? 72/390 - 18.46% Excellent 98/390 - Good 7/390 - 1.79% Fair 2/390 - 0.51% Poor 187/390 - Didn't stop at the Visitor Center 3/390 - 0.77% Couldn't find the Visitor Center Have you seen our print advertising? 178/390 - Yes 191/390 - No If you answered Yes to the previous question, please tell us which of the following publications you saw advertising about Carlsbad. 20/390-5,13% [J Arthur Frommer's Budget Travel 33/390 - G Sunset Magazine 85/390 - 21.79% I] California Visitors Guide 84/390 - 21.54% G San Diego Vacation Planner 1/390 - 0.26% G Preferred Destinations 5/390 - 1.28% G National Geographic Traveler 6/390 - 1.54% G Vacations 2/390 - 0.51% G Travel 50 & Beyond 9/390 - 2.31% G Conde Naste Traveler 7/390 - 1,79% G Where to Retire 11/390 - G! San Diegan 9/390 - 2,31% G Phoenix Magazine 13/390 - 3.33% LJ California Tour and Travel http://wvvW.visitcarlsbad.com/admiri/surveys/index.cfm?action=Combined&SurveyID:= 17 2/21 /2008 Carlsbad Site Administration Page 6 of 10 1/390 - 0.26% D The Antelope Valley Press 15/390 - 3.85% L.J Orange County/Anaheim Visitors Guide 54/390 - U Carlsbad Chamber of Commerce Directory Other, please specify 22 Answers [ View ] How did you first hear about Carlsbad? 145/390 - 37.18% Family and Friends ' 71/390 - 18.21°/o Internet 3/390 - 0.77% Travel Agent 29/390 - 7,44% California Visitors Guide 11/390 - 2.82% AAA publications (magazine and/or travel books) 1/390 - 0,26% Newspaper or magazine story 3/390 - 0.77% By visiting one of the Official California Welcome Centers 2/390 - 0.5i°/o Television or radio 0/390 - 0.00% Gemoiogical Institute of America (GIA) 34/390 - 8.72°/o RCI Timeshare promotional materials 55/390 - 14.10% LEGOUUMD 0/390 - 0.00% Retirement community 4/390 - 1.03% Job search 6/390 - 1.54% The Flower Fields Other, please specify 43 Answers [ View ] What is the likelihood that you will visit Carlsbad within the next 2 years? 192/390 - 49,23% I definitely plan to be back within two years 100/390 - There's a good likelihood I'll be back 72/390 - 13,46% Not sure Did your most recent visit to Carlsbad meet your every expectation? 315/390-80.77°/o Yes 14/390 - No 35/390 - 8,97% I haven't yet visited Carlsbad Excluding what you paid for lodging accommodations, what do you estimate your travel party spent during your most recent visit to Carlsbad? 9/390 - 2,31% $50 - $99 32/390 - $100 - $250 82/390 - 21.03% $251 - $499 69/390 - 17.69% $500 - $749 51/390 - $750 - $999 77/390 - 19.74% $1000 - $1999 32/390 - 8.21% $2000 - $4999 http://www.visitcarlsbad.com/admin/surveys/index.cfm?action=Cornbined&SurveyID=l 7 2/21 /2008 Carlsbad Site Administration Page 7 of 10 12/390 -$5000 or more How far in advance did you plan your visit to Carlsbad? 19/390 - 4.87% Less than one month 91/390 - 23,33% 1 - 2 months 96/390 - 3- 4 months 68/390 - 17.44¥o 5 - 6 months 27/390 - 6.92% 7 - 8 months 20/390 - 5.13% 9 - 10 months 24/390 - 6.15% 11 - 12 months 19/390 - 4,87% Over 12 months Which months are you more likely to visit Carlsbad? 8/390 - 16/390 41/390 36/390 25/390 46/390 61/390 45/390 32/390 23/390 15/390 16/390 2.05% - - - - - 11.79% - - 11.54% - 8.21% - - - 4.10°/o January February March April May June July August September October November December What is your household income? 7/390 - 1.79% Under $15,000 4/390 - 1,03% $15,000 - $29,999 24/390 - 6.15% $30,000 - $44,999 33/390 - $45,000 - $59,999 60/390 - $60,000 - $74,999 51/390 - 13.08% $75,000 - $89,999 67/390 - 17.18% $90,000 - $104,999 35/390 - 8.97% $105,000 - $119,999 83/390 - 21.28% $120,000 or more How would you rate your overall satisfaction level with Carlsbad? 234/390 - 94/390 - 4/390 - 1.03% Excellent Good Fair http://www.visitcarlsbad.corn/admin/surveys/index.cfm?action=Corabined&SurveyID=17 2/21/2008 Carlsbad Site Administration Page 8 of 10 1/390 - Poor 31/390 - 7.95% .1 haven't yet visited Carlsbad Rate the level of customer service you received while visiting Carlsbad. 191/390 - 48.97% . Excellent 133/390 - 34.10% Good 8/390 - 2.05% Fair 1/390 - Poor 31/390 - 7.950/o I haven't yet visited Carlsbad How important is public safety when selecting a destination where you would like to spend a long weekend or vacation? 304/390 - 77,§5°/o Very important 52/390 - 13.33°/o Somewhat important 8/390 - 2.05% Not important How important are lifeguards at the beaches where you recreate? 159/390 - 40.77% Very important 162/390 - Somewhat important 43/390 - Not important Did you find the Carlsbad Visitor Guide to be informative and useful? 355/390 - Yes 9/390 - 2.31°/o No How would you rate directional signage throughout Carlsbad, including signs directing you to the Visitor Information Center, LEGOLAND, or other attractions and points of interest in Carlsbad? 115/390 - 29.49% Excellent 189/390 - 48.46% Good 25/390 - 6.41% Fair 3/390 - 0.77% Poor 32/390 - 8.21% I haven't yet visited Carlsbad How would you rate the quality of beaches in Carlsbad? 163/390 - 41.79% Excellent 128/390 - Good 15/390 - Fair 2/390 - 0.51% Poor 23/390 - 5.90% I didn't go to the beach 33/390 - 8.46% I haven't yet visited Carlsbad http://www.visitcarlsbad,coni/admin/surveys/index.cfm?action=Combined&SurveyID::=17 2/21/2008 Carlsbad Site Administration Page 9 of 10 How would you rate the selection and variety of restaurants in Carlsbad? 134/390 - Excellent 170/390 - Good 24/390 - Fair 4/390 - Poor 32/390 - 8.210/0 I haven't yet visited Carlsbad How would you rate our nightly entertainment venues in Carlsbad? 44/390 - Excellent 215/390 - Good 58/390 - Fair 3/390 - 0.77% Poor 44/390 - 11,28% I haven't yet visited Carlsbad How would you rate Carlsbad for providing things to do for children? 110/390 - Excellent 140/390 - Good 20/390 - 5.13% Fair 2/390 - Poor 92/390 - 23.59°/o I don't have any kids, so it really doesn't matter to me Are gas prices straining your travel budget? 190/390 - Yes 174/390 - No If you answered Yes in the previous question, will you reduce the frequency of travel, perhaps even to Carlsbad, if gas prices remain high or rise above $3 per gallon? 134/390 - 34.36% Yes 230/390 - No Would a mild economic downturn impact your plans to travel in 2008? 121/390 - 31.03% Yes 243/390 - 62.31% No If you were to create an advertising tag line for Carlsbad, which of the following would best describes how you would characterize Carlsbad? 84/390 - 21.54% Welcome to Carlsbad, The Friendliest Beach Town In California 71/390 - 18,21% Discover Carlsbad's Genuine Relaxation 150/390 - It's Southern California, The Way It Should Be 58/390 - 14,87°/o Discover The San Diego Beach Towns For A More Relaxed Southern California Experience http://www.visitcarlsbadxom/admiri/surveys/mdex.cfm?action=Combined&SurveyID==17 2/21/2008 Carlsbad Site Administration Page 1 of 2 If you were to create an advertising tag line for Carlsbad, which of the following would best describes how you would characterize Carlsbad? Create Your Own! Carlsbad, where Utopia awaits Ultimate California Fun Carlsbad - Your Beach Town Home My New Hometown Carlsbad is soooo GOOD! Fun, friendly and easy to get around Carlsbad, a gem by the sea NONE of the above, they are all too drab and cliche. Beachesbad, Sitesbad, Californiabad, Carlsbad!! Will let you know when we get back Aaaah, Carlsbad Carlsbad..something to do for everyone!! The Sun Shines Bright in Carlsbad Welcome to Carlsbad, leave your car at home as there is no parking here Carlsbad-Come Experience Your Mild Side A great Family Vacation Place Come to Carlsbad, the sea-side community that offers more. Come to Carlsbad, the sea-side community that offers more. A smile of content and relaxation Carlsbad, where memories are made and remembered. Carlsbad, a good place to visit Carslbad: close to home, far from ordinary Short and to the point - more memorable Carlsbad, Where the Pirates never left I liked the third option. Carlsbad, relax at the beach or have tons of family fun undiscovered California Come and Relax with us here in Carlsbad! Carlsbad: Like San Diego, but better and further north Carlsbad: Like San Diego, but better and further north Carlsbad: Like San Diego, but better and further north http://www. visitcarlsbad.com/admin/survey s/index.cfm?action=CombQuest&QuestID= 19... 2/21 /2008 Carlsbad Site Administration Page 2 of 2 This is a difficult one for me. The cindo/hotel we stayed in had no A/C in the in the room overlooking the ocean It was so hot we could not enjoy the beautiful view. My motto, stay in an A/C place. Vacation Spot for Families! carisbad...AHH Emerge yourself in Grandeur, Step into Carlsbad, CA Carlsbad, The Place for YOU! Carlsbad, Great Beaches and So Much More Carlsbad, Your Families Favoirite Destination! Carlsbad, a provincial village Hometown Feeling by the beach Carlsbad a Gem on North Coast Highway 101 Carlsbad - More than just Legoland living the California dream http://www.visitcarlsbad.com/admin/surveys/index.cfm?action=CombQuest&QuestID= 19... 2/21 /2008 Carlsbad Convention & Visitors Bureau Accounting of Funds (BID Only) For the Six Months Ended December 31, 2007 Income CTBID Depot Sales Marketing Assessments Internet Income Misc Promotions Web Site Advertising Refunds / Rebates Total Income: Personnel: Benefits - Medical Benefits - SIMPLE IRA Benefits - Flex Spending Insurance- W/Comp Payroll Taxes Salary & Wages Salary & Wages - Officers Total Personnel: Overhead: Bank Related Fees Board Expenses Equipment Rental Equipment Repairs Insurance- D&O Insurance- Liability Items for Resale Local Conferences/Mtngs Membership Dues Mileage Reimbursement Office Supplies Postage & Freight Printing Professional Services Taxes Telephone Utilities Volunteer Programs Total Overhead: Equipment Purchases: Total Equipment Purchases: Jul $ S $ $ $ $ Jul S $ S $ $ $ $ $ $ S $ $ $ S $ $ $ $ S $ $ $ $ $ S $ terO - Dec 2007 224,400.00 - 5,291.00 - 5,500.00 - $ 235,191 Visitor Center Operations - Dec 2007 8,751.32 1,150.50 900.00 1,096.74 6,724.34 43,244.40 44,851.56 $ 106,718.86 70.14 - 2,893.82 - 2,223.00 - - 515.21 550.00 1,451.29 357.57 600.00 1,634.32 2,670.00 - 1,370.70 849.74 117.56 S 15,303.35 - $ perations: $ 122,022 Contract to date Jul - Dec 2007 $ 224,400.00 S $ 5,291.00 - $ $ 5,500.00 $ $ Contract to date Jul - Dec 2007 $ 8,751.32 $ 1,150.50 $ 900.00 $ 1,096.74 $ 6,724.34 $ 43,244.40 S 44,851.56 $ $ 70.14 $ $ 2,893.82 S $ 2,223.00 $ $ $ 515.21 $ 550.00 $ 1,451.29 $ 357.57 $ 600.00 $ 1,634.32 $ 2,670.00 $ $ 1,370.70 S 849.74 $ 117.56 $ $ $ $ 235,191 106,718.86 15,303.35 122,022 E:\ConVis\Financial Reports\Quarterly Report\Acctg of Funds December 31, 2007 Carlsbad Convention & Visitors Bureau Accounting of Funds (BID Only) For the Six Months Ended December 31, 2007 Destination Marketing / Branding Advertising/Promoting Events: Ads Public Relations & Media Radio Promotion Sponsorships Subs & Publications Total Advert/Promo Events: Jul - Dec 2007 $ 27,556.28 S 10,771.19 Contract to date Jul - Dec 2007 27,556.28 10,771.19 38,327.47 38,327.47 Brochure & Visitor Guide Dist: Design/Printing/Dist Postage Total Brochure & Visitor Guide Dist: 15,959.91 4,837.32 20,797.23 15,959.91 4,837.32 $ 20,797.23 Internet Development: Consulting & Maintenance Domain Registration DSL Connection Hosting New Site Development Ongoing Site Maintenance Pay-per-Click Marketing Search Engine Optimization Total Internet Development: $ $ $ $ S $ $ $ 2,088.75 74.97 269.94 699.00 1 ,092.00 2,088.75 3,600.00 6,000.00 $ $ $ $ $ $ $ s 2,088.75 74.97 269.94 699.00 1,092.00 2,088.75 3,600.00 6,000.00 $ 15,913.41 15,913.41 Travel Shows/Conferences: Professional Conferences $ Professional Development $ Professional Memberships $ Registration $ Travel, Lodging, Meals $ Total Travel Shows/Conferences: Total Destination Mktg/Branding: Total Quarterly Expenditures: 4,072.89 250.00 3,142.00 578.38 8,043.27 83,081 4,072.89 250.00 3,142.00 578.38 8,043.27 83,081 $ 205,104 $ 205,104 E:\ConVis\Financial Reports\Quarterly Report\Acctg of Funds December 31, 2007 Carlsbad Convention & Visitors Bureau Board of Directors July 1 - December 31, 2007 Officers: Nancy Nayudu, Chair Owner Pelican Cove Inn Bed & Breakfast 320 Walnut Avenue Carlsbad, CA 92008 1:434-5995 F: 434-7649 - Email: pelicancoveinn@pelican-cove.com Kimberly Akers, Vice Chair General Manager West Inn & Suites 4970 Avenida Encinas, 92008 T: 448-4501 F: 448-4545 Email: kakers@westinnandsuites.com Randy Chapin, Treasurer General Manager Carlsbad Inn Beach Resort 3001 Carlsbad Blvd., 92008 T: 434-7542 F: 434-1676 Email: rchapin@grancipacificresorts.com Carolyn Grant, Secretary Executive Director Museum of Making Music 5790 Armada Drive, 92008 T: 438-8001 x209 F: 438-8964 Email: carolvng@namm.com Directors: John Jakobsen General Manager LEGOLAND California One LEGO Drive, 92008 T: 918-5401 Email: John. iakobsen@america.lego.co Patrick Fearn President Certified Folder Display Services, Inc. 1120 Joshua Way, Vista 92083 1:727-5100 F: 727-1583 Email: patf@certifiedfolder.com Joni Miringoff Special Events Director The Flower Fields 5600 Avenida Encinas #106, 92008 T: 930-9123 F: 431-9020 Email: Joni@caristas. com Rich Reasons President SimpleView, Inc. P.O. Box 1456 Rancho Santa Fe, CA 92067-1456 T: 929-9544 F: 929-9548 Email: rreasons@simpleviewinc.com Rob Sapp Director of Marketing Four Seasons Resort Aviara 7100 Four Seasons Point Carlsbad, CA 92008 T: 603-6800 F: 603-6822 Email: rob.sapp@fourseasons.com Eric Siegel Director of Operations Grand Pacific Resorts 5900 Pasteur Court, Suite 200, 92008 T: 431-8500 Email: emsiegel@qrandpacificresorts.com Rick Smock General Manager Best Western Hotels 2775 Ocean Street, 92008 T: 729-5951 F: 729-1078 Email: rsmock@toboinv.com Douglas A. Yavanian Director Community Affairs -KSL La Costa Resort and Spa 2100 Costa Del Mar Road, 92009 T: 929-6361 Email: dvavanian@lacosta.com Ex Qfficio Directors Ted Owen President & CEO Carlsbad Chamber of Commerce 5934 Priestly Drive, 92008 T: 931-8400, ext 106 Email: towen@carlsbad.org EXHIBIT 2 San Diego North Convention & Visitors Bureau Carlsbad Sales Report 1st & 2nd Quarters FY 2007-2008 July 1, 2007 - December 31, 2007 Report Summary Contracted Definite Accounts Booked Between July 1, 2007 - December 31,2007 Total Accounts: Room Nights: Room Revenue (estimated): On Property Revenue (estimated) : Total Property Revenue (estimated): Total Destination Visitor Spending (estimated) : Amount of Funding from BID (to date): 17 2,917 $343,273 $94,889 $438,162 $1,287,459 $55,000 Direct Sales Activities Between July 1, 2007 - December 31, 2007 Client Educational Site Tours, Fams & Events: Client Trade Shows: Client Personal Sales Calls: Member Sites, Meetings & Events: 21 4 12 18 Marketing Activities Between July 1,2007 - December 31,2007 Website Unique Users: On-line Reservations: Media Editorial Value: Visitor Center Referrals: Direct Mail Contacts: 115,899 $104,209 $324,769 1,752 11,215 Consumed History for Contracted Definite Accounts Travel into Carlsbad taking place between July 1, 2007 - December 31, 2007 (some accounts were previously contracted outside of this time frame) Total Accounts: Contracted Room Nights: Actual Room Nights: Actual Room Revenue (estimated): Actual On-Property Revenue (estimated): Actual Total Property Revenue (estimated): Actual Destination Visitor Spending (estimated): 38 4,274 4,058 $552,038 $194,986 $747,023 $1,802,531 Contracted Definite Accounts for Carlsbad Account & Contracted Properties Contract Information Event Date Property Type* Account Type (N=new/R=repeat) Blocked Room Nights Blocked Attend. Contract Value Room Revenue* On-Property Revenue* Total Property Revenue 1st Quarter FY 2007-2008 - Booked July 1 - September 31, 2007 Cal State University San Marcos - So Cal Forum For Diversity In Graduate Education Sheraton Carlsbad Resort ConferenceDirect (El Cajon, CA) - La Costa Canyon High School Debate, RFP ID #5016126 Courtyard by Marriott Carlsbad Eagle Creek - December 2007 Biannual Sales Meeting Grand Pacific Palisades Elite Racing - 2008 Carlsbad 5,000 Accommodations Inns of America Suites La Quinta Cbad Meeting Innovations - Infosys Consulting- September 2007 Four Seasons Resort Aviara National Multiple Sclerosis Society - 2007 Key Staff & Volunteers La Quinta Cbad National Multiple Sclerosis Society - 2007 Blue Cross Rebels Team MS 150 BiKe Tour Best Western Beach View Carlsbad National Multiple Sclerosis Society - 2007 Disney Team MS 150 Bike Tour Motel 6 Carlsbad South Quality Inn & Suites Carlsbad National Multiple Sclerosis Society • 2007 Bill's Biker Backers Team for MS 150 Bike Tour Ramada Suites Carlsbad National Multiple Sclerosis Society - 2007 Saddle Soars Team for MS 150 Bike Tour Inns of America Suites National Multiple Sclerosis Society - 2007 Host Hotel for Staff & Volunteers Courtyard by Marriott Carlsbad National Multiple Sclerosis Society - 2007 Pref. Accommodations MS 150 Bay to Bay Bike Tour Best Western Beach View Carlsbad Courtyard by Marriott Carlsbad Grand Pacific Palisades Hampton Inn Carlsbad Hilton Garden Inn Carlsbad Beach Holiday Inn Carlsbad-By-The-Sea Homewood Suites Carlsbad Inns of America Suites La Quinta Cbad Ramada Suites Carlsbad West Inn & Suites Carlsbad Motel 6 Carlsbad East Quality Inn & Suites Carlsbad Carlsbad unidentified hotels for Multi-groups Temple Missionary Baptist Church - 2007 Women's Retreat Hilton Garden Inn Carlsbad Beach United Church of God - 2007 Feast of the Tabernacles Conference Beachwalk Villas Ocean Palms Beach Resort 1ST QUARTER FY 2007-2008 DEFINITE BOOKINGS INTO CARLSBAD 04/24/2009 11/30/2007 12/07/2007 04/03/2008 09/27/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/25/2007 09/26/2007 14 Accounts M M M M L U L M L L L M M M M M L M M L M L L M L L L M M M N-CONF N-SMRF N-CONF R-SMRF N-CONF R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF R-CONF Repeat= 10 New=4 130 130 50 50 135 135 105 30 75 57 57 25 25 12 12 98 38 60 20 20 18 18 50 50 796 26 20 15 20 25 30 30 20 20 40 20 50 5 475 80 80 153 81 72 1,729 80 100 75 70 30 50 24 196 40 36 100 1,592 85 57 2,535 $17,709 $17,709 $6,811 $6,811 $18,390 $18,390 $9,712 $4,087 $5,626 $14,820 $14,820 $1,875 $1,875 $1,635 $1,635 $7,351 $2,850 $4,501 $1,500 $1,500 $2,452 $2,452 $6,811 $6,811 $33,627 $3,542 $2,724 $2,043 $1,500 $3,406 $4,087 $2,250 $2,724 $1,500 $3,000 $2,724 $3,751 $375 $35,630 $10,898 $10.898 $20,842 $11,034 $9,808 $154,432 $4,958 $4,958 $1,907 $1,907 $5,149 $5,149 $1,892 $1.144 $748 $7,410 $7,410 $249 $249 $458 $458 $978 $379 $599 $200 $200 $687 $687 $1,907 $1,907 $7,596 $992 $763 $572 $200 $954 $1,144 $299 $763 $200 $399 $763 $499 $50 $4,739 $3,051 $3,051 $5,836 $3,089 $2,746 $42,278 $22,667 $22,667 $8,718 $8,718 $23,539 $23,539 $11,605 $5,231 $6,374 $22,230 $22,230 $2,125 $2,125 $2,092 $2,092 $8,329 $3,229 $5,099 $1,700 $1,700 $3,139 $3,139 $8,718 $8,718 $41,223 $4,533 $3,487 $2,615 $1,700 $4,359 $5,231 $2,550 $3.487 $1,700 $3,399 $3,487 $4,249 $425 $40,369 $13,949 $13,949 $26,677 $14,123 $12,554 $196,710 Contracted Definite Accounts for Carlsbad Account & Contracted Properties Contract Information Event Date Property Type* Account Type (N=new/R=repeat) Blocked Room Nights Blocked Attend. Contract Value Room Revenue* On-Property Revenue* Total Property Revenue 2nd Quarter FY 2007-2008 - Booked October 1 - December 31, 2007 Carlsbad Pop Warner Football - 2007 Mighty Might Award's Banquet Hilton Garden Inn Carlsbad Beach n Motion, Inc. Event Marketing & Management - 2008 Carlsbad Marathon Preferred Accommodations West Inn & Suites Carlsbad Ocean Palms Beach Resort Orbitz Worldwide - 2008 FIT Contracts Hampton Inn Carlsbad Homewood Suites Carlsbad La Costa Resort & Spa La Quinta Cbad Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapo/nt VR) Resortime.com (Grand Pacific VR) 2ND QUARTER FY 2007-2008 DEFINITE BOOKINGS INTO CARLSBAD 11/15/2007 01/18/2008 Jan-Dec 2008 3 Accounts M M M L L U L M M M R-EVNT R-SMRF R-FIT Repeat= 3 New=0 0 0 180 80 100 1,008 144 144 144 144 144 144 144 1,188 90 90 750 930 $0 $0 $24,520 $10,898 $13,622 $128,691 $10,801 $10,801 $37,440 $10,801 $19,616 $19,616 $19,616 $153,211 $1,500 $1,500 $6,865 $3,051 $3,814 $39,507 $1,437 $1,437 $18,720 $1,437 $5,492 $5,492 $5,492 $47,872 $1,500 $1,500 $31,385 $13,949 $17,436 $168,198 $12,238 $12,238 $56,160 $12,238 $25,108 $25,108 $25,108 $201,083 Direct Sales Activities CLIENT EDUCATIONAL SITE TOURS / FAMS / EVENTS 1ST QUARTER FY 2007-2008 July 1 - September 30,2007 >Art Advanced Research Technologies -Site >California State University San Marcos (2x) - Site >CFC Singles for Christ - Site >Clinivation, Inc. - Site >ConferenceDirect:La Costa Canyon High School Debate - Site >Financial & Insurance Conf. Planners West Coast Meeting (25planners) >MPI San Diego Chapter Monthly Meeting >San Diego International Sports Council - San Diego Charger Event > Vision Holidays - Site 2ND QUARTER FY 2007-2008 October 1 - December 31,2007 >Expedia Client Event (500 attendees) >Carlsbad Outlets >ln Motion Holiday Event (75 attendees) >Marine Corps Community Services Client Event (700 attendees) >MPI San Diego Luncheon (75 attendees) >MPI San Diego Chapter Holiday Gala (150 attendees) >2007 MS Bike Tour Hotel Information Booth >Beachwalk Villas, Carlsbad >Polished Images Spa Grand Opening (75 attendees) >SDNCVB e-Commerce Summit (8 companies) > SITE Network Event & Recpetion (175 attendees) > Terres Indiennes - Site with 2 hotels >Travelocity Client Appreciation Event >Legoland, Carlsbad CLIENT TRADE SHOWS 1ST QUARTER FY 2007-2008 July 1 • September 30,2007 >Affordable Meetings National - Washington, DC (111 planners)>Motivation Show (ITME) - Chicago, IL (88planners)>MPI World Education Conference - Montreal, Canada (80 planners) 2ND QUARTER FY 2007-2008 October 1 - December 31,2007 >CALSAE Seasonal Spectacular-Sacramento, CA (106 planners) CLIENT PERSONAL SALES CALLS 1ST QUARTER FY 2007-2008 July 1 - September 30, 2007 ^Chicago, IL Sales Calls - 3 Calls with 3 Planners >Washington, DC Sales Calls - 3 Calls with 3 Planners >National MS Society -1 Sales Call with 2 Planners 2ND QUARTER FY 2007-2008 October 1 - December 31, 2007 > Kaiser Permanente -1 Sales Call with 1 Planner >Kyocera - 1 Sales Call with 1 Planner >Las Vegas Sales Calls with 3 Planners >Orbitz -1 Sales Call with 1 Planner ^Sacramento, CA Sales Calls with 10 Planners MEMBER SITE INSPECTIONS / MEETINGS / EVENTS 1ST QUARTER FY 2007-2008 July 1 - September 30, 2007 >BID Reporting Process Meeting with BW & West Inn & Suites, Carlsbad ^Courtyard & Residence Inn Client Day at the Races Event >Crossings at Carlsbad (2x) - Media Event & SDNCVB Sales Team Site >Sheraton Carlsbad - Site with CONVIS & SDNCVB Sales Teams 2ND QUARTER FY 2007-2008 October 1 - December 31,2007 >ARES Sales Update Meeting >BID Monthly Meeting >Grand Pacific Palisades Sales Update Meeting >Hampton Inn Sales Update > Hilton Garden Inn Carlsbad Sales Update Meeting (2x) >Homewood Suites Sales Update >La Quinta Carlsbad >San Diego CONVIS Mixer >San Diego CONVIS 2008 Destination Marketing Meeting >Sheraton Carlsbad Resort Sales Update Meeting (2x) >West Inn & Suites Sales Update SDNCVB HOSTED MEETINGS & EVENTS 1ST QUARTER FY 2007-2008 July 1 - September 30, 2007 >SDNCVB Member Orientation Meeting ^SDNCVB Mixer >None 2ND QUARTER FY 2007-2008 October 1 - December 31,2007 Marketing Activities COLLATERAL 1ST QUARTER FY 2007-2008 July 1 - September 30,2007 2ND QUARTER FY 2007-2008 October 1 - December 31,2007 '200+ references to Carlsbad Points of Interest Highlighted Throughout the SDNCVB Visitor's Guide WEB SITE & E-MARKETING 1ST QUARTER FY 2007-2008 July 1 - September 30, 2007 >440 Carlsbad mentions on SDNCVB Web site with links to members >Carlsbad locations included in new Insider Tips & Itinerary Ideas >62,400+ unique visitors to the Web site www.sandieaonorth.com >1 enewsletters highlighting Carlsbad sent to opt-in consumer database > $33,759 was booked at Carlsbad businesses through our Web site 2ND QUARTER FY 2007-2008 October 1 - December 31, 2007 >432 Carlsbad mentions on SDNCVB Web site with links to members >Carlsbad Locations Included in New Insider Tips & Itinerary Ideas > 53,499+ unique visitors to the Web site www.sandieqonorth.com >15 enewsletters highlighting Carlsbad sent to opt-in consumer database > $70,450 was booked at Carlsbad businesses through our Web site MEDIA RELATIONS 1ST QUARTER FY 2007-2008 July 1 - September 30, 2007 >Generated editorial highlighting Carlsbad valued at $199,057 2ND QUARTER FY 2007-2008 October 1 • December 31.2007 >Generated editorial highlighting Carlsbad valued at $125,712 >Hosted 6 media site visits to the Carlsbad area >3 press trips to OC, LA & NY VISITOR CENTER REFERRALS 1ST QUARTER FY 2007-2008 July 1 - September 30,2007 >591 referrals to Carlsbad businesses from SDNCVB Visitor Center >241 business reply card referrals from the SDNCVB Guide 2ND QUARTER FY 2007-2008 October 1 • December 31,2007 >783 referrals to Carlsbad businesses from SDNCVB Visitor Center >137 business reply card referrals from the SDNCVB Guide DIRECT MAIL 1ST QUARTER FY 2007-2008 July 1 - September 30.2007 >Affordable Meetings National Pre-Show Mailer to 1,000 attendees >Dead Sea Scrolls e-MAIL Promotion to 90 SMERF & Tour contacts >Motivation Show (ITME) Pre-Show Mailer to 900 attendees >MPI-WEC Pre-Show Mailer to 1,800 attendees >MPI-WEC Post-Show Mailer to 100 attendees 2ND QUARTER FY 2007-2008October 1 - December 31,2007 >CALSAE Trade Show Pre-Show Mailer to 525 attendees >Fire Update e-Mail to 2,100 Active Accounts >SDNCVB Holiday Greeting e-Mail to 4,700 Sales Customers Consumed History for Contracted Definite Accounts that Travelled to Carlsbad Account & Contracted Properties Contract Information Event Date Property Type* Account Type (N=new/R=repeat) Blocked Room Nights Blocked Attend. Consumed/Reported History Value Actual Attend.Room Revenue*On-Property Revenue* Total Property Revenue 1st Quarter FY 2007-2008 - Consumed July 1 - September 31, 2007 Advanced Reservation Systems, Inc. (ARES) - 2007 FIT Contracts Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) All About Travel, Inc. - 2007 FIT Rates/Contracts La Quinta Chad Certified Vacations - 2007 FIT Contracts La Costa Resort & Spa Hotels.com/Expedia.com - 2007 FIT Contracts Beach Terrace Inn Carlsbad Best Western Beach View Carlsbad Courtyard by Marriott Carlsbad La Costa Resort & Spa La Quinta Cbad Ramada Suites Carlsbad Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) Resortime.com (Grand Pacific VR) West Inn & Suites Carlsbad LIB/GO Travel - 2007 FIT Contracts (LIB/GO & American Airlines Vacations) La Costa Resort & Spa Meeting Innovations - Infosys Consulting- September 2007 Four Seasons Resort Avtara Orbitz Worldwide - 2007 FIT Contracts La Costa Resort & Spa Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) West Inn & Suites Carlsbad Royal Pacific Destinations - 2007 FIT Contracts La Costa Resort & Spa San Diego Surf Cup - 2007 Surf Cup Summer August Guestrooms Courtyard by Marriott Carlsbad Travel Connection - 2007 FIT Contracts Holiday Inn Carlsbad-By-The-Sea La Costa Resort & Spa Travelocity.com - 2007 FIT Contracts Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) Resortime.com (Grand Pacific VR) West Inn & Suites Carlsbad TravelWorm/Jetaway Today - 2007 FIT Contracts Beach Terrace Inn Carlsbad Best Western Beach View Carlsbad La Costa Resort & Spa Tripreservations.com - 2007 FIT Contracts La Costa Resort & Spa U.S. Airways Vacations (America West Vacations) 2007 - 2007 FIT Contracts Inns of America Suites United Church of God - 2007 Feast of the Tabernacles Conference Beachwalk Villas Ocean Palms Beach Resort 1ST QUARTER FY 2007-2008 - TOTAL CONSUMED/TRAVELED BUSINESS 07/01/2007 07/01/2007 07/01/2007 07/01/2007 07/01/2007 09/27/2007 07/01/2007 07/01/2007 08/04/2007 07/01/2007 07/01/2007 07/01/2007 07/01/2007 07/01/2007 09/26/2007 15 Accounts M M L U M M M U L L M M M M U U U M M M U M M U M M M M M M U U M M M R-FIT R-FIT R-FIT R-FIT R-FIT N-CONF R-FIT R-FIT N-SMRF R-FIT R-FIT R-FIT R-FIT R-FIT R-CONF Repeat= 13 New=2 120 60 60 15 15 36 36 525 51 51 51 51 66 51 51 51 51 51 108 108 57 57 144 36 36 36 36 36 36 103 103 30 15 15 204 51 51 51 51 99 30 33 36 36 36 36 36 153 81 72 1,702 360 45 108 1,575 324 30 432 108 77 90 612 297 108 108 57 4,331 360 9 108 1,473 324 30 396 108 77 90 510 297 108 72 40 4,002 $16,346 $8,173 $8,173 $225 $225 $9,360 $9,360 $68,728 $6,947 $6,947 $6,947 $13,260 $1,650 $3,826 $6,947 $6,947 $6,947 $8,309 $28,080 $28,080 $14,300 $14,300 $22,437 $9,360 $4,904 $4,904 $3,269 $9,360 $9,360 $14,031 $14,031 $5,943 $2,043 $3,900 $23,157 $6,947 $6,947 $6,947 $2,316 $17,942 $4,087 $4,495 $9,360 $9,360 $9,360 $3,269 $3,269 $14,576 $4,768 $9,808 $257,115 $4,577 $2,288 $2,288 $30 $30 $4,680 $4,680 $21,356 $1,945 $1,945 $1,945 $6,630 $219 $509 $1,945 $1,945 $1,945 $2,327 $14,040 $14,040 $7,150 $7,150 $8,342 $4,680 $1,373 $1,373 $915 $4,680 $4,680 $3,929 $3,929 $2,522 $572 $1,950 $6,484 $1,945 $1,945 $1,945 $648 $7,083 $1,144 $1,259 $4,680 $4,680 $4,680 $915 $915 $4,081 $1,335 $2,746 $94,549 $20,923 $10,462 $10,462 $255 $255 $14,040 $14,040 $90,085 $8,892 $8,892 $8,892 $19,890 $1,870 $4,334 $8,892 $8,892 $8,892 $10,636 $42,120 $42,120 $21,450 $21,450 $30,779 $14,040 $6,277 $6,277 $4,185 $14,040 $14,040 $17,959 $17,959 $8,465 $2,615 $5,850 $29,641 $8,892 $8,892 $8,892 $2,964 $25,025 $5,231 $5,754 $14,040 $14,040 $14,040 $4,185 $4,185 $18,657 $6,103 $12,554 $351,664 Consumed History for Contracted Definite Accounts that Travelled to Carlsbad Account & Contracted Properties Contract Information Event Date Property Type* Account Type (N=new/R=repeat) Blocked Room Nights Blocked Attend. Consumed/Reported History Value Actual Attend.Room Revenue*On-Property Revenue* Total Property Revenue 2nd Quarter FY 2007-2008 - Consumed October 1 - December 31, 2007 Advanced Reservation Systems, Inc. (ARES) - 2007 FIT Contracts Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) All About Travel, Inc. - 2007 FIT Rates/Contracts La Quinta Cbad Carlsbad Pop Warner Football - 2007 Mighty Might Award's Banquet Hilton Garden Inn Carlsbad Beach Certified Vacations - 2007 FIT Contracts La Costa Resort & Spa ConferenceDirect (El Cajon, CA) - La Costa Canyon High School Debate, RFP ID #5016126 Courtyard by Marriott Carlsbad Eagle Creek - December 2007 Biannual Sales Meeting Grand Pacific Palisades Hotels.com/Expedia.com - 2007 FIT Contracts Beach Terrace Inn Carlsbad Best Western Beach View Carlsbad Courtyard by Marriott Carlsbad La Costa Resort & Spa La Quinta Chad Ramada Suites Carlsbad Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) Resortime.com (Grand Pacific VR) West Inn & Suites Carlsbad LIB/GO Travel • 2007 FIT Contracts (LIB/GO & American Airlines Vacations) La Costa Resort & Spa National Multiple Sclerosis Society - 2007 Key Staff & Volunteers La Quinta Cbad National Multiple Sclerosis Society - 2007 Blue Cross Rebels Team MS 150 Bike Tour Best Western Beach View Carlsbad National Multiple Sclerosis Society - 2007 Disney Team MS 150 Bike Tour Motel 6 Carlsbad South Quality Inn & Suites Carlsbad National Multiple Sclerosis Society • 2007 Bill's Biker Backers Team for MS 150 Bike Tour Ramada Suites Carlsbad National Multiple Sclerosis Society - 2007 Saddle Soars Team for MS 150 Bike Tour Inns of America Suites National Multiple Sclerosis Society - 2007 Host Hotel for Staff & Volunteers Courtyard by Marriott Carlsbad National Multiple Sclerosis Society - 2007 Preferred Accommodations MS 150 Bay to Bay Bike T Best Western Beach View Carlsbad Courtyard by Marriott Carlsbad Grand Pacific Palisades Hilton Garden Inn Carlsbad Beach Holiday Inn Carlsbad-By-The-Sea Inns of America Suites La Quinta Cbad Ramada Suites Carlsbad West Inn & Suites Carlsbad Motel 6 Carlsbad East Quality Inn & Suites Carlsbad Oct-Dec 2007 Oct-Dec 2007 11/15/2007 10/01/2007 11/30/2007 12/07/2007 Oct-Dec 2007 Oct-Dec 2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 10/13/2007 M M L M U M M L L M U L L M M M M U L M L L L L M M M M M M M L L M L L R-FIT R-FIT R-EVNT R-FIT N-SMRF N-CONF R-FIT R-FIT R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF R-SMRF 120 60 60 15 15 0 0 36 36 50 50 135 135 525 51 51 51 51 66 51 51 51 51 51 108 108 25 25 12 12 98 38 60 20 20 18 18 50 50 746 26 20 15 25 30 20 20 40 20 50 5 360 45 90 108 100 75 1,575 324 50 24 196 40 36 100 1,492 360 15 90 108 100 80 1,440 324 30 24 186 40 34 100 1,456 $16,346 $8,173 $8,173 $375 $375 $0 $0 $ 9,360 $9,360 $16,074 $16,074 $ 14,576 $14,576 $62,027 $3,826 $3,826 $9,127 $13,260 $1,650 $2,550 $6,947 $6,947 $6,947 $6,947 $28,080 $28,080 $1,125 $1,125 $1,635 $1,635 $6,976 $2,850 $4,126 $1,500 $1,500 $1,275 $1,275 $ 6,811 $6,811 $27,486 $3,542 $681 $409 $2,043 $2,588 $817 $1,425 $3,000 $8,854 $3,751 $375 $4,577 $2,288 $2,288 $50 $50 $2,263 $2,263 $ 4,680 $4,680 $4,501 $4,501 $ 4,081 $4,081 $18,543 $509 $509 $2,555 $6,630 $219 $339 $1,945 $1,945 $1,945 $1,945 $14,040 $14,040 $150 $150 $458 $458 $928 $379 $549 $200 $200 $170 $170 $ 1,907 $1,907 $6,439 $992 $191 $114 $572 $725 $229 $190 $399 $2,479 $499 $50 $20,923 $10,462 $10,462 $425 $425 $2,263 $2,263 $ 14,040 $14,040 $20,575 $20,575 $ 18,657 $18,657 $80,570 $4,334 $4,334 $11,682 $19,890 $1,870 $2,890 $8,892 $8,892 $8,892 $8,892 $42,120 $42,120 $1,275 $1,275 $2,092 $2,092 $7,904 $3,229 $4,674 $1,700 $1,700 $1,445 $1,445 $ 8,718 $8,718 $33,925 $4,533 $872 $523 $2,615 $3,313 $1,046 $1,615 $3,399 $11,334 $4,249 $425 I Additional bookings reported by client that were not part of blocked rooms I I L I I 475\ I I $35,63o| $4,739| $40,3691 Consumed History for Contracted Definite Accounts that Travelled to Carlsbad Account & Contracted Properties Contract Information Event Date Property Type* Account Type (N=new/R=repeat) Blocked Room Nights Blacked Attend. Consumed/Reported History Value Actual Attend.Room Revenue*On- Property Revenue* Total Property Revenue 2nd Quarter FY 2007-2008 - Consumed October 1 - December 31, 2007 OrbiU Worldwide - 2007 FIT Contracts La Costa Resort & Spa Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) West Inn & Suites Carlsbad Royal Pacific Destinations - 2007 FIT Contracts La Costa Resorts Spa Temple Missionary Baptist Church - 2007 Women's Retreat Hilton Garden Inn Carlsbad Beach Travel Connection - 2007 FIT Contracts Holiday Inn Carlsbad-By-The-Sea La Costa Resort & Spa Travelocity.com - 2007 FIT Contracts Resortime.com (Carlsbad Inn VR) Resortime.com (Carlsbad Seapoint VR) Resortime.com (Grand Pacific VR) TravelWorm/Jetaway Today - 2007 FIT Contracts Beach Terrace Inn Carlsbad Best Western Beach View Carlsbad La Costa Resort & Spa Tripreservations.com - 2007 FIT Contracts La Costa Resort & Spa U.S. Airways Vacations (America West Vacations) - 2007 FIT Contracts Inns of America Suites 2ND QUARTER FY 2007-2008 - TOTAL CONSUMED/TRAVELED BUSINESS Oct-Dec 2007 Oct-Dec 2007 10/25/2007 Oct-Dec 2007 Oct-Dec 2007 Oct-Dec 2007 Oct-Dec 2007 Oct-Dec 2007 23 Accounts u M M M U M M U M M M M M U U M R-FIT N-FIT R-SMRF R-FIT R-FIT R-FIT R-FIT R-FIT Repeat=20 New=3 144 36 36 36 36 36 36 80 80 30 15 15 153 51 51 51 99 30 33 36 36 36 36 36 2,572 432 108 85 90 453 297 108 108 6,296 360 108 83 75 459 297 108 165 6,042 $20,802 $9,360 $4,904 $4,904 $1,635 $9,360 $9,360 $10,217 $10,217 $5,262 $1,362 $3,900 $20,842 $6,947 $6,947 $6,947 $17,942 $4,087 $4,495 $9,360 $9,360 $9,360 $7,492 $7,492 $294,923 $7,884 $4,680 $1,373 $1,373 $458 $4,680 $4,680 $2,861 $2,861 $2,331 $381 $1,950 $5,836 $1,945 $1,945 $1,945 $7,083 $1,144 $1,259 $4,680 $4,680 $4,680 $2,098 $2,098 $100,437 $28,686 $14,040 $6,277 $6,277 $2,092 $14,040 $14,040 $13,077 $13,077 $7,594 $1,744 $5,850 $26,677 $8,892 $8,892 $8,892 $25,025 $5,231 $5,754 $14,040 $14,040 $14,040 $9,590 $9,590 $395,359 Average Daily Rates and Meals and Incidentals (Information Provided by Cheryl Gerhardt with the City of Carlsbad on 4/20/2007) Upscale Four Seasons Aviara La Costa Resort and Spa Moderate Residence Inn San Diego Carlsbad Tamarack Beach Resort Grand Pacific Palisades Resort Inns of America Suites Carlsbad Courtyard San Diego Carlsbad Ocean Palms Beach Resort Best Western Beach View Lodge Beach Terrace Inn Holiday Inn Carlsbad By The Sea Carlsbad Inn Beach Resort West Inn & Suites @ Carlsbad Olympic Resort Hotel & Spa Hilton Garden Inn Carlsbad Beach ADR(1) M&l(2) $260.00 $260.00 50% of ADR 50% of ADR $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 $136.22 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR 28% of ADR Limited Service Carlsbad Lodge Travel Inn Super 8 Carlsbad Scandia Motel Extended Stay America Surf Motel La Quinta Inns Carlsbad Motel 6 Carlsbad East Ramada Suites Carlsbad Quality Inn Carlsbad Motel 6 Carlsbad South Motel 6 Downtown $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $75.01 $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) $10(13%) per room per room per room per room per room per room per room per room per room per room per room per room night night night night night night night night night night night night (1) Based on Smith Travel Research 2006 Average Daily Rates (2)Based on infromation supplied by the industry