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Home My WebLink About2009-07-16; Carlsbad Tourism Business Improvement District; 07-09-47; Accep Report Mindgruve Endless Summer CampaignsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 07-09-47 Accept Reports from Mindgruve on CTBID STAFF MTG. 7-16-09 Accept Reports from Mindgruve on GENERAL MTG. 7-16-09 Phase 1 and Endless Summer COUNSEL DEPT. Admin Marketing campaigns DEPT. Services RECOMMENDED ACTION: Accept Reports from Mindgruve on Phase I and Endless Summer marketing campaigns and direct staff accordingly. ITEM EXPLANATION: The CTBID Board contracted with Mindgruve to perform a Phase I marketing campaign and an Endless Summer marketing campaign. The Phase I marketing campaign contract was entered into in December 2008 for a total cost of $350,000. This campaign included brand development for the new Destination Marketing Organization (DMO), logo design for the new DMO, creation of tourism packages and development and execution of a targeted online and print marketing campaign. This campaign was for a period of 180 days ending on June 30^^. The report shown at Exhibit 1 summarizes the results of this campaign. The Endless Summer campaign contract was approved by the CTBID Board on May 5. This 90- day campaign targets Los Angeles and Orange County visitors through on-line and print media. The campaign period is June1 through August 31 at a cost of $250,000. The funding for this program is $100,000 from the City of Carlsbad General fund, $100,000 from CTBID reserves and a $50,000 grarit from NRG. The Board directed staff to include a 45 day review of the campaign so the Board could evaluate the results of the campaign and determine whether to continue with the second half of the campaign. Mindgruve has prepared the report shown at Exhibit 2 which details the results to-date of the Endless Summer Marketing campaign. Based on the Boards review of the Endless Summer campaign report prepared by Mindgruve, they can decide to either continue with the Endless Summer marketing campaign for the remainder of the contract term or they can direct staff to terminate the contract and Mindgruve would be paid for any work completed within the first 45 days of the agreement. 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 Mindgruve on the Phase I Marketing Campaign. 2. Report from Mindgruve on the Endless Summer Marketing Campaign. DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, caerh(g)ci.carlsbad.ca.us FGf? CITY CLERKS USE ONL Y. j BOARD ACTION: APPROVED >S DENIED a CONTINUED • WITHDRAWN • AMENDED • CONTINUED TO DATE SPECIFIC • CONTINUED TO DATE UNKNOWN • RETURNED TO STAFF D OTHER-SEE MINUTES • ^^^^^ ^^^^^^'^^^B ^^fc mm ^^^^^^^^^ ~ ^^^^^^^ PHASE 1 CAMPAIGN REPORT & ANALYSIS Campaign Objectives Dlidify the Carlsbad Destination Management nization (DIVIO) brand & positioning evelop a new identity and logo for the Carlsbad DM jvelop & execute a targeted online marketing camp< evelop & execute an overarching Carlsbad campaic vacationers to the City of Carlsbad Current fVlarketpiace Smith Travel Report - June of 2009 n Diego occupancy down 21.2% n Diego is 24th out of the top 25 major markets in ivenue Per Available Room n Diego's Revenue Per Available Room down 42.3% oup occupancy down 28.9% Campaign Deliverables earch id Platform D Design ine ism Packages )hure Design t Campaign / Microsite Design & Prograr / Online Banner Advertiseme / Paid Search / Email Marketing / Campaign Measurement / Content Development / Social Media (Twitter) ] . \-' -V•^4•-^:?T:>$•~ * -•-,••1". •"•'* ('••-if' Doa • ::3B?T\ ^^^^^^ »ilowmiBoadflkw«faiB«tiaafiiw •MlMaliiniiite " j;'^/ a acMMriting for everyone. S Sea'ch f-'c- Carisbad Vacat-on Dea & PACKAGE DEALS Cfmt' I' _ _ C-(v-kr>,! sam wws, the Scad! Tenracu Inn is tbe miy hmfl trb in shedwrering town of Cariisisid, htrnm ta P»ck»g»» > Boo!< Now > ie only Bcich ¥tmit Hmel ia OaMmd, lota ted mras 49 dsssinetivc ane-bedroom sate and guest ni ocean front and ocean view rooms. Book Now > CarUbad ts Iwrne lo worid class tfiV. at U Costa, The Four Seasons, Itie Crossings and more. Pius, there i, grea: .<>hoj^ing, beaches, spa & resorts and gMsiS «ttntctions. Plan your m-jA golf weekend grtaway today! La Costa Resort & Spa - Unlimited Golf Package A UXIENO AMONU CARLSBAD «)IJ-* RESOR're, v,^c Oxsji Rea>n .ijidSps in Cstrhiad. C& yon are fo!lo«ing s the game have traveled for more than 30 ware. Our t«o fGACmmpsmshif 18-hafc golf courses arc ta! dessgB, providing a forasidsilsk ehallenge lo a golfers' sbc aitd aroaad tlie greess. Plus foisr sets of tees provide a gc enjoy. But to tndy appreciate titiise tegetKlaj>-f<slf eours; rapericnce sheas firstlund. Thee mi mly thmi wi!l voa i bcteTd as a g!>lf re»rt with a rkh histerj-, tnciudes: • SJnlitnited goif fnt two prople Ki.'.'i,'r' starimg a: §'399 Book Now > illas, «^sa» you tati cnjc^- a CaUfontia bsach forts of hoBM. MeaHy tocas«<i fa the hometsjwn T!1ag», at tlie «%e of the bttie Paeifie. Packages > Book Now > ? Lodge imap.tc unspoflai ssjfratsisdtap cradled by roEms valley •., „• •. .>:••••«, Add a pirttiresqaeArac^Paimer-desi) So mdulge m it. 'fhis wpfeiakated haves! of rcteetJ eieRs atpemnoss ia Soutbera CaJMoraJa III mm eave winter behind ^^^^^$,150 a night - 4 night stay es Resort & Hotel Sion for ^uJts and chiidrtn. Crawl Psdfic Psfiwdes Rciort k Mosri is located a^jaomt to aUfocniii, a ja8 ««familj- theme park where diiidmi can dcsSgn, create and p£ay vith Lego bridts! Take idvmtaje of a free siiwtie ftom the resort to the park. Info > tight stay V If^el of l>ixLn at •}!!• 'leaijt'ful l.s < c»»f« Re«»rt and spa, r.estlc 1 w'H!- H and lush gard'>n\ ir.rf stttpid inhj«fji-<!il<>"r'iia* rr^m atnjiily> .i isr rxn. Spa PUv m the fonts'ejnof tl.< masters on two <hs%ir goi (OW Info > < th.ng Stay f Carisbad Suites <rf Carlsbai is located i«is! half a mUe from the beaeh, three miles from Usgotosid minutrafratn EW Mar R»eetrari/?aitgroui5d». and »s minates from SeaWorld, Sats Save 30% off Your 4 Night Stay Save 35% Off Your Stay r Save 35%. off Your Stay 4th Night Free + Extras IL alian today BAD.COM • ••: I S -•H*"^^* Golf. Eat. Sleep. Repeat. VISIT-CARLSBAD.COM/GOLF Carlsbad Campaign Impact 5 Million Online Brand Impressions mmmmmmmmmmmmummmmmmmmmmmmmmmmmmmmmm! •••••••••••••••••••••••••••••••••••••••••••••••••••••••••"•> Over 203.000 Web Visitors 19,481 Room Nights ••••••••••••••••••••••••••••••••••••••••••aBBHaaasHHaa 15.9% Room Night Increase Year Over Year V.-. !' •''• "^"l-^rv; I r.,, '•• •• t>.: Year Over Year Traffic Comparison (Online Visito 2008 9nnQ February March April .ZI^-MJ May June Room Nights Booked on VisitCarlsbad.com and Carlsbad Microsites 009 Room Nights 297 242 275 111 109 1,200 $43,410 $33,991 $33,744 $35,141 12,925 $1 CO 91 1 36 28 37 52 69 222 $5,619 ^3 J 93 7 $4,497 "7 p 2! 4* $8,711 $30p188 Year over Year 672% increase 763% increase 650% increase 373% increase 48% increase 01% vT.- ' .'• ;-"f i'l- i Nights Booked on the ARES Network for Carlsbad Ho 2009 Room Nights 2009 Revenue 2008 Rm. Nights 2008 Revenue Year over Year Revenue Change Year over Ye Nights Ch $695,118 4,023 $746,250 6.9% decrease 2.3% incn 3,841 ^ 593,213 3,443 $577,638 2.7% increase 11.6% incr 3,724-^ 534-, 320 3,039 $467,158 14-.4% increase 22.5% incr 4,808 $626,245 3,941 $573,789 9.1% increase 22.0% incr 2,993 $396,172 2,472 $365,019 8.5% increase 21.1% incr 1 ^^p4h^^1 $2,845,068 16,918 8.30% 15.90 Indicators & Results Smith Travel Report Carlsbad Regional Comparison RevPar - May 1 thru June 2i arlsbad is #1 in ADR against all San Diego Countv egions (Downtown, Mission Valley, San Diego/La )lla. South & East, NE/Escondido, Seaworld/Old )wn) arlsbad is #1 in RevPar against all San Diego ounty Regions Indicators & Results Local Visitor Trending (d on a recent TNS study, it was determined that 40% of the vi 30 to a CVB website visit the area within a 3-month period. lugh Carlsbad visitors may not book their stay through the CVE nte, according to a Google / Compete.com study, travelers vis /erage of 5.3 websites prior to booking accommodations o ose visitors, 57% stay in a paid accommodation. rding to the trending of room nights and average daily rates pe If, we estimate the following impact ofthe Mindgruve marketinc )aign: Indicators & Results ROI Analysis ndgruve marketing efforts drove 203,616 visito to the Carlsbad websites. ich means: 40% of online visitors will eventually travel to Carlsbad = 81,446 visitors 57% of thenn stay in paid accommodations = 46,424 paying visiton ndicators & Results ROI Analysis 5/fors sfay an average of 2.5 nights in Carlsbad at an average daily rate c 46,424 paying visitors X $310 spend per visit = $14,391,440 in revenue for Carlsbad hote ndicators & Results ROI Analysis Phase 1 Campaign ROI is 41 to 1 Based on $350,000 Overall Investment to $14,391,440 Projected Revenue ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••a Phase 1 Campaign ROI is 76 to 1 Based on$189,000 Media & Development westment to $14,391,440 Projected Revenue MINDGRUVE THE NEXT GENERATION AGENCY A digital media firm that develops result-driven solutions for some of America's top brands. Thank you! ^^00IKHKtKaa, wsir ^^^^^^^^^ ENDLESS SUMMER CAMPAIG REPORT & ANALYSIS Campaign Deliverables / Tourism Packages / Microsite Design & Programming / Online Banner Advertisements / Paid Search / Email Marketing / Campaign Measurement CARLSBAD HOTEL DEALS MOW* carisbad VVhere ,o go for f,n^ ^cation Time' Southem Califtxrtia Summer Deals PACKAGE DEAtS Rooms: Mm: CMWren: Mofe Seateh Owtoss» Family Vacation & Discount Hotel Deals son your search by: DEALS „|:,PR1CE 10% OFF Your Stay + Kids Eat, Play & Stay for FREE! Rates from $339 Stay 1 night at the La Costa Rasort & Spa twfbre Sept««^r 6,2009 and save 10%. Bring your family to Iji Costa tHssptIng and enjoy mflmorabiefBmNy fun and Kids 12 and under eat braakSKrt, lunch and mtm free (n Le^nds Bistro. Kids ffonri 3-12 also enjoy free half day rsgisti^iMon at La Costa's signature Kidtop«a kkte dut>, free gotf and free tennis court tinne. As ahways, chikJren 18 and laider stay free in their parents' room at La Costa. 20% OFF Your 2 Night Stay + Kids Eat. Play & Stay for FREE! Rates from $339 Bring yow famly to U Costa this spring and enjoy memonWs femSJy fun and excepttonaf vaJue. Kids 12 arxJ undw eat timaMM, hjnch and dintw free in Legends Bistto. Kids from 3-12 also enjoy frm talf day re^stration at La Cc«ta's signature Kid&)pia Wds dub, free golf and frm tennis HOTIL DIALS GOHOW» carisbad Veather.com Loc5i weather- in l-d^^ I Put v^eather cn my desktop rZIPorUS/wortdcity I Vidio I Phcws I Wori-J I Mob - I Alfr-- Travel Driving Health Htjfne a« Family Sports Outdoor Activities Climits i Green t Angelcl, CA (««0«2) { TBd«y I ' i'r7o"ii'T" R^"'"' >^»P | Hour-Et-Hour f "weeiend | 10-Da- f Mantti elaV5| Bangkoli ;0l| Mosquito Aa-i'.fi Hotei Safety Ti55 3W for iies, CA (90002) .,, [ Engl.sh | M,-...-; ] 61«>F reels I Weather far your life I W««th«r R«l.t«<l to.., 50126 J.n». PT Today's Highlights LOCAL •PPPI* ! Toaay's Top Picks • e'tirta, «art-e -CW • CRsck thoht dela»s • T:ns for tr^veiiog with kids • I- -oU iiild e Jiid PC'S n the i • " e 31 " way a s a^i'tc a a free download Desktop Wcaliier fr<»t> ll' ( t re r Dowriioad now tor tree §fite Let's Go To Carlsbad : • Panj Bkpo; tctis »^ *(Mc» f5t 5y«K s--*d r-3St£ Evite.com LATimes.com HOTEi DIALS ^ |ries crimes "ravel iMKisPi. ?^^ji«:s www Miwcf ItJii i» * scuta wttiiMiwt )^vf I mxns will IBS wo »si « iwn«wtisi I San Degc • 1/ wr.'jrc , •If*.. M 1 IMh We're l3i Travel Summer Travel: Hotels for Under 3100 HOTEL DEALS f.O NO'/^ = Mbit INpi^* 'K4 »«l Ti«U» ft -f ;* •. •-: r, "-f "t- AJRLINXS & AJ RPOHTS '.'ll A r»4,' 7,.iUi Cti»t C,«j«s. U -A..' fs « i**f?» y vt.T^* T** l.-rr • I-T.^-Ctft^TiO* Whem to go for fun! Calf »0tt' fo bmk '§0mr wmetienf 1-888-559-2566 Carlsbad Vacation Deals Take advantage of spectacular ocean views and world-class hotels conveniently located halfway between Disneyland and San Diego. Book now for these limited time offers and save money on your San Diego vacation. Carlsbad offers a wide variety- of hotels - and vacation accommodations to meet all of vour lodging needs. From quaint seaside inns to five-star resort hotels, Carlsbad has something for'everyone. West tnn & Suites stay 4 Nights and Get the 5th Night FREE!! Book a 4 night stay at West Inn & Suites before June 25, 2009 and receive your 5th night stay for FREE! Only minutes from Legoland, you will also receive free hot breakfast buffet, free parking, internet access, cookies and milk Ek>ok Now > Tamarack Beach Resort Our Mediterranean style building offers clean, comfortable rooms, mast with beautiful unobstructed ocean views and private balconies. Accommodations include personal in-room coffee service and refrigerators, your own morning newspaper and complimentary ojntinental breakfast. Book Now > iM Costa Resort & Spa up To 30% off Your SoCal Getaway La Costa has been named #2 lost Famfly Friendly EKOrt in the U.S. by the Phase 1 Brand Impressions Endless Summer Brand Impressions Total Carlsbad Bran Impressions Feb 338,352 338,352 Mar 3 J 84 3 J 7 34 3,843,734 Apr 2,662,240 2,662,240 May 3,270,545 3,270,545 Jun 1,676,514 9,715,638 11 392 152 1 (1-12) 3,578,238 3,578,238 Phase 1 Booking Totals (Room Nights / Revenue) Endless Summer Booking Totals (Room Nights / Revenue) Feb 109/$12,925 Mar 277/$35,141 Apr 275 / $33,744 May 242 / $33,991 Jun 297/$43,410 114/$16,841 Jul (1-13) 160/$22,359 M iKir^^r^i i%#r" I l\l I 11 "1 w% I I 1/ THE NEXT GENERATION AGENCY A digital media firm that develops result-driven solutions for some of America's top brands. Thank you I EXHIBIT A mindgruve Carlsbad BID/DMO 2009 Summer Campaign Overview Duration The following recommendations are based on accomplishing the goals & objectives outlined below over a (3) month term starting June 1, 2009 through August 31, 2009. Budget $250,000 Target Los Angeles and Orange County IVIethod Paid Search, Online Banners, Direct Mail, Email Marketing, Targeted Microsite Strategy Mindgruve to work directly with hotels in Carlsbad with the goal of 20 irresistible summer deals. Paid search and online banners will drive traffic to a "convertible" microsite. Hotel rooms will be booked on the the microsite with confirmation to come directly from the hotel to the customer. There will be NO booking fees to allow for the best possible deals. Scope of Work and Deliverables Pay-Per-Click Advertising- Yahoo & Google- Not to Exceed $87,500 Based on a (3) month term. Key search terms that drive travel and destination leads at a time of need directly to our niched microsite and/or our Carlsbad Tourism Partners. Pay-Per-Click Strategy will be done by Mindgruve Pay-Per-Click Campaign will proceed per Sctiedule, Exhibit B Pay-Per-Click Advertising placement "TBD" with Board approval and shall not exceed $74,375 Project Estimate 105 hours 2009.10 CTBID Budoet ChniGU I 200849 Cunent Projected Recommended Program Areas Description Budget 200849 Actuals 200849 Actuate 2089-10 Buditet Canyover Fund Balance $392,989 392.989 74.857 RevanuM! CTBID Assessment $1 per room night 775.000 688.719 775.000 775.000 Inteiest Eaminos 10.000 10.20$ 12.107 10.000 Total Esttmated Revenues 785.000 698.924 787.107 786,000 gxpenditufes: 2% Admin. Fee-Qty 2% of CTBID assessment revenue, fbr collection of 2% Admin. Fee-Qty CTBIO assessment and accounting for CTBID 16.500 13.191 16.500 16.600 CCVB Payment To operate vis^ center, market and promote 722.895 CCVB Payment Carlsbad 448.000 374.000 374.000 722.895 SDNCVB Payment To provide group sales 110.000 100.833 110.000 0 RR&AContiact Reint Reinders and Associates Consulting 120.000 99.400 120.000 72.000 Staff support Staff support to the CTBID 16.500 18.158 18.200 16.500 CTBID Giants Grant program established t)y CTBID Board 40.000 16.639 16.539 20,000 Mindgnjve contract Spring Marketing Campaign 350.000 264.333 350.000 0 Mindgruve contract Endless Summer Marketing Campaign 100.000 55.833 100.000 0 Contif^ency To determined tiy the CTBID Board at a later date 0 0 0 0 Total Expenses To determined tiy the CTBID Board at a later date 1.201.000 942.287 1.105.239 847.895 Ending Fund Balance Continaencv fbr Revenue shorlteU ($23,011) 74.857 11.962 * Ths Carlsttad Convention and Visitors Bureau is the corporate entity. The Bylaws have been changed during 2009 to an organization that now has seven Boam members and the dba "Visit Cartsbad". Visit Carlsbad FYIO Scope of Services CTBID Board ay 19, 2009 t/fs/r. r carisbad i^H^ Promotional Programs $479,200 Expenses Activities Coop advertising •j $ 5.0K Research |G>t Share findings Promotional Programs $479,200 e ^xarlsbad S 60.0K Advertising & Production 0 Regional/state visitor guide advertising Group market quarterly email campaigns Carlsbad visitor profile New web site ' S300.0K Outside Services-Interactive O Develop relevant content/offers Launch CICl-net Interactive campaign Agency fees $ 60.0K Outside Services-Group Direct Sales Contract with Media hosting/travel \ $ 14JK Travel & Entertainment )G{ Regional conferences/trade shows Professional dues {$ 7.5K Dues & Subscription [Qt industry meetings dbasfe subscription Rack brochures/maps 4$ 32.0K Collateral Production & Fulfillment |€>( Visitor guide/fulfillment MINDGRUVE THE NEXT GENERATION AGENCY A digital media firm that develops result-driven solutions for some of America's top brands. Mindgruve CTBID Presentation IVlay 19, 2009 i0M Completed Items: / Research / Brand Platform / Logo Design / Tourism Package Development / Microsites Ongoing Items: Brochure Design - in progress Print Campaign - in progress Online Banners - in progress Paid Search - in progress Email Marketing - in progress .'•XtT'f.'. • •••••••••••••••••••••••••••ri)ti|tff.*«***.*«**M«««MS*««a«* Over 170,000 Web Visitors 7,552 ARES Network Room Nights Booked 90-Day Campaign Review All figures represent the first 90 days of the campaign 17.26% revenue increase ••jW-;r> >7 , Year Over Year Change Percentage Month Room Nights Revenue February 16.0% 10.0% March 19.5% 16.5% April 34.5% 24.1% Actual Room Nights Year over Year Actual Revenue Year over Year Feb Mar 2008 2009 1,629 1,889 2,539 3.034 2008 2009 $239,038 $262,910 $369,485 $430,302 Apr 1.955 2,629 $299,274 $371,282 ! 1 1,389 more room niglits bool<ed in 2009 $156,697 more revenue in 2009 carlsba Print Campaign Placements LA Magazine Orange Coast Magazine OC Family Magazine Inland Empire Family Magazine Southland Golf Magazine ...>..j./...h-...^.„-:» r.-. Plan your family vacation today! VISIT-CARLSBAD.COJVI GOLF . La Costa 'The Foui;Seasons vThe^ Crossings;^,- Golf. Eat. Sleep. Repeat. (u^ Save/ Carlibijd'ij homc'to-v.-ad. 1,1'Costa Thb' Ct065iags'_,»nd moif. icnty f,jr Weekend QBtdwdy todd^ ^^carlsbad Find exclusive golf t> a»vl iti als ot: VISIT-CARL5BAD.COM/G0LF Online Advertising: RoadsideAmerica.com WomansDay.com MyTravelGuide.com DIYnetwork.com Travel.com Surfline.com OCregister.com OCFamily.com lnlandEmpireFamily.com LAMagazine.com OrangeCoastMag.com SouthlandGolf.com Email Announcements: / Carlsbad Vacation Deals / Spring Savings / Memorial Day in Carlsbad / Memorial Day Family Deals at La Costa / Carlsbad Summer Vacation Deals carisbad Details • 90-day campaign (June 1 - August 31) • New Microsite with ARES Booking Engine • Promoting Unique "Endless Summer" Hotel Deals Strategies • New Branded Microsite • Target Los Angeles and Orange County • Paid Search • Online Display • Email Marketing CALL TO ALL HOTELS!!! Michael Garten and Laura Hartman will be working with each hotel property individually to set up a unique deal. Deals will be promoted during the Carlsbad Endless Summer campaign. MINDGRUVE THE NEXT GENERATION AGENCY A digital media firm that develops result-driven solutions for some of America's top brands. • i'.yi M '»!.!