HomeMy WebLinkAbout2009-05-19; Carlsbad Tourism Business Improvement District; 05-09-45; Approve contract with Reint Reinders and AsscoCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB#
MTG.
DEPT.
05-09-45
5-19-09
Admin
Services
Approve Contract with
Reint Reinders & Associates
CTBID STAFF (JS^
GENERAL
COUNSEL
RECOMMENDED ACTION:
1. Adopt Resolution 2009-5 extending contract with Reint Reinders & Associates an additional
twelve months for a total cost of $72,000.
ITEM EXPLANATION:
The CTBID Board contracted with Reint Reinders & Associates (RR&A) to develop marketing
strategies and programs that will strengthen the tourism activities within Carlsbad. RR&A's initial
recommendations (Phase I) were presented to the CTBID Board at the August 26th meeting. The
Board extended RR&A's contract through November 30, 2008 and requested that they return to
the Board with recommendations on the best strategy for deploying available CTBID funds for
marketing the destination of Carlsbad (Phase II). RR&A presented an overview of their
recommended strategy for the remainder of the 2008-2009 fiscal year at the October 14th Board
meeting and the Board authorized them to procure the assistance of Mindgruve advertising
agency in preparing a detailed marketing and branding plan. At the November 24th meeting the
Board extended RR&A agreement for the three months ending February 28, 2009. At the
Feburay 17, 2009 meeting the Board extended the RR&A agreement an additional 4 months
ending June 30, 2009 at which time the newly formed DM0 would be in place. RR&A has
submitted a proposal, shown at Exhibit 1, for a twelve month contract extension ending June 30,
2010. The proposed services would include monitoring the execution of the action plan by the
new executive of the Carlsbad Convention and Visitors Bureau (dba VisitCarlsbad) director and
reporting back to the CTBID Board.
The CTBID Board should review the proposal from RR&A and discuss the proposal. Following
the discussion, if the Board would like to retain RR&A's services they will need to adopt the
attached resolution extending the contract an additional 12 months at a cost of $6,000 per
month. This will extend their contract until June 30, 2010 (the end of the next fiscal year).
FISCAL IMPACT:
The CTBID's 2009-10 proposed Budget includes $72,000 to fund this contract
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 153789(b)).
EXHIBITS;
1. Resolution 2009-5 extending contract with RR&A.
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, caerh@ci.carlsbad.ca.us
FOR CITY CLERKS USE ONLY.
BOARD ACTION: APPROVED /D^ CONTINUED TO DATE SPECIFIC d.
DENIED 'U CONTINUED TO DATE UNKNOWN D
CONTINUED d RETURNED TO STAFF D
WITHDRAWN D OTHER-SEE MINUTES D
AMENDED D
EXHIBIT I
1 RESOLUTION NO. 2009-5
2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT
3 DISTRICT, AUTHORIZING THE CHAIRPERSON TO ENTER
4 INTO AN AGREEMENT FOR PROFESSIONAL SERVICES
WITH REINT REINDERS & ASSOCIATES
5
6 WHEREAS, the City Council of the City of Carlsbad adopted Ordinance No. NS-778
7 enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15,2005 thereby creating
g the Carlsbad Tourism Business Improvement District (CTBID); and
9 WHEREAS, the primary purpose of the CTBID is to promote tourism and provide
services to visitors to the City of Carlsbad; and
WHEREAS, the City Council has authorized the Board of Directors of the CTBID to
12 conduct the business of the CTBID in the time, place and manner that best suits the needs of the
13 Board of Directors of the CTBID, subject to the control of federal, state and local laws governing
14 the activities of a Business Improvement District; and
15 WHEREAS, the City Council has provided the Board of Directors with the ability to
contract for services necessary to carry out the purpose of the CTBID; and
17 WHEREAS, Mr. Reint Reinders, by virtue of his extensive experience in the hospitality
j g industry, marketing background, deep understanding of the tourism industry, and long tenure
j 9 with several successful hotel operations, is uniquely qualified to provide marketing and other
20 consulting services to the CTBID; and
WHEREAS, the CTBID contracted with Reint Reinders and Associates (RR&A) for
22 Phase I and Phase II of a marketing study; and
23 WHEREAS, Reint Reinders & Associates completed phase I and phase II of the study
24 and has presented his recommendations to the CTBID Board; and
25 WHEREAS, the Board would like to hire RR&A to implement those recommendations
26 for an additional twelve months at a cost of $6,000 per month for a total cost of $72,000;
27 NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
2g Tourism Business Improvement District, as follows:fft
1 . That the above recitations are true and correct.
2. That the CTBID Chairperson is hereby authorized to sign the attached agreement
between the CTBID and Reint Reinders & Associates.
3. That $72,000 shall be appropriated in the 2009-1 0 CTBID budget to fund the
contract extension.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the 1 Qt-vdav of
May _ 2009, by the following vote to wit:
AYES: Board Members Stripe, Canepa, Becerra and Nayudu.
NOES: None.
ABSENT: Board members Sbute, Cima and HowajxT^Jones .
ATTEST
APRIL SHUTE
Chairperson
LORRAINE WOOD ( \'
Pr(/Tem Clerk of the ^^
Carlsbad Tourism Business Improvement District
-2-
AMENDMENT NO. 4 TO EXTEND AND AMEND AGREEMENT BETWEEN
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AND REINT
REINDERS & ASSOCIATES FOR MARKETING AND CONSULTING SERVICES
This Amendment No. 4 is entered into and effective as of July 1, 29*0 extending and
amending the original agreement dated April 14, 2008 (the "Agreement") by and between the
Carlsbad Tourism Business Improvement District ("CTBID"), and Reint Reinders & Associates
(RR&A), ("Contractor") (collectively, the "Parties") for marketing study and consulting services.
RECITALS
A. On September 1, 2008 the Parties executed Amendment No. 1 to the Agreement
for Phase II of the marketing study; and
B. On December 1, 2008 the Parties executed Amendment No. 2 to the Agreement
for Phase II of the marketing study; and
C. On March 1 , 2009 the Parties executed Amendment No. 3 to the Agreement for
Phase II of the marketing study; and
C. The Parties desire to extend the Agreement for a period of twelve months; and
D. The CTBID has reviewed the proposal submitted and finds the services provided by
RR&A to be a benefit to CTBID and desires to amend the current Agreement's scope of work to
include the monitoring of the execution of their recommendations as proposed in the attached
Exhibit "A"; and
E. The RR & A, it's principal Reint Reinders and it's associate Christine Shimasaki, by
virtue of their extensive experience in the hospitality industry, DMO industry, tourism marketing
backgrounds and long tenure with several successful hotel operations and DMOs are uniquely
qualified to provide marketing and other consulting services to the CTBID for the 2009-2010
budget year.
F. The Parties have negotiated and agreed to the scope of work and fee schedule,
which will commence on July 1, 2009 for twelve (12) months ending on June 30, 2010. The fee
will be a maximum of $6,000 per month for twelve (12) months, not to exceed a total of $72,000.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained
herein, City and Contractor agree as follows:
1. In addition to those services contained in the Agreement, as may have
been amended from time to time, Contractor will provide those services described in Exhibit "2".
2. City will pay Contractor for all work associated with those services
described in Exhibit "A" on a hourly basis at two hundred dollars per hour ($200) not-to-exceed
six thousand dollars ($6,000) per month for twelve months, not to exceed a total of seventy two
thousand dollars ($72,000). Contractor will provide City, on a monthly basis, copies of invoices
sufficiently detailed to include hours performed, hourly rates, and related activities and costs for
approval by City.
3. Contractor will complete all work described in Exhibit "A" by June 30,
2010.
City Attorney Approved Version #05.22.01
EXHIBIT "A"
SCOPE OF SERVICES AND FEE
The scope of services proposed to be delivered by RR&Ateam includes, but not limited to the
following key deliverables:
1. Develop a new 2009-2010 VisitCartsbad business plan inclusive of sales and marketing
strategies and budget.
2. Monitor the execution of the action plan by the new VisitCarlsbad executive director and
advise on adjustments to the program of work, depending upon performance measures
and results.
3. Monitor the VisitCarlsbad branding initiative to ensure proper execution and
embracement of the brand by the local tourism community.
4. Supervise the "Endless Summer" contractual agreement between CTBID and Mindgruve
and ensure follow-through on all deliverables and results.
5. Supervise the contractual agreements for interactive media, web development, public
relations, special promotions, group sales and marketing activities, and online
reservations.
6. Launch a commission-free group meetings lead generation initiative for Carlsbad in the
national meetings market through Destination Marketing Association International
(DMAI).
7. Mentor the new VisitCarlsbad executive director to maximize the CTBID's investment in
the new organization.
8. Initiate, in conjunction with the hotel community, the implementation of the 1994 BID Act,
which allows, upon approval, for the BID to operate on a five-year cycle versus the
current year-to-year cycle.
9. Leverage relationships with regional VisitCarlsbad (i.e., ConVis and San Diego North) to
enhance inclusion in broader marketing initiatives.
10. Upon request, provide consulting services to the VisitCarlsbad Board of Directors on
sales and marketing strategies for Carlsbad.
11. RR&A to meet with and report monthly and/or quarterly with the CTBID Board, orally
and/or in writing, at the request of the CTBID Board.
12. Phase III fee for RR&A services will be $6,000 per month and consist of a maximum of
30 hours per month, at the rate of $200 per hour; to be billed monthly.
City Attorney Approved Version # 05.22.01
4. All other provisions of the Agreement, as may have been amended from
time to time, will remain in full force and effect.
5. All requisite insurance policies to be maintained by Contractor pursuant to the
Agreement, as may have been amended from time to time, will include coverage for this
Amendment.
6. The individuals executing this Amendment and the instruments referenced in it
on behalf of Contractor each represent and warrant that they have the legal power, right and
actual authority to bind Contractor to the terms and conditions of this Amendment.
CITY OF CARLSBAD, a municipal
. corporation of the State of California
*By:
(print name/title)
(e-mail address)
(sign here)
LORRAINE M. W<
City Oak'
(print name/title)
(e-mail address)
If required by City, proper notarial acknowledgment of execution by contractor must be
attached. If a Corporation. Agreement must be signed by one corporate officer from each of the
following two groups.
"Group A.
Chairman,
President, or
Vice-President
"Group B.
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or assistant
secretary under corporate seal empowering the officers) signing to bind the corporation.
APPROVED AS TO FORM:
. BALL, CTBID
Byt_W±sE=
General^Counsel
neral Counsel
City Attorney Approved Version #05.22.01