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HomeMy WebLinkAbout2012-03-28; Carlsbad Tourism Business Improvement District; 03-12-74; 2011-12 Grant Recipients Final ReportsCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 03-12-74 2011-12 CTBID STAFF MTG. 3-28-12 CTBID Grant Recipient's Final Reports GENERAL COUNSEL DEPT. City Mgr RECOMMENDED ACTION: Receive final reports from 2011-12 CTBID grant recipients. ITEM EXPLANATION: At its 3-18-08 nieeting. The CTBID board established a formal grant program. The objecfives of the grant program are to: • Fund projects or events that are going to increase the overnight stays in hotels; • Encourage the development of innovative tourism products; • Promote collaborafion within and across sectors of the tourism industry; . Reach important travel segments such as multicultural, family and senior markets; . Strengthen the marketing capacity of our partnering organizations; and . Combine the resources of the CTBID and its tourism partners to leverage their collective mariceting efforts. The CTBID Board appropriated $20,000 In its 2011-12 budget to fund these grants. The following amounts were awarded: $5,000 to In Motion Events, the producers ofthe Carlsbad Marathon. $4,000 to ArtSplash, the producers of an annual two-day arts and music festival in Carlsbad, and $10,000 to the Mercury Insurance Open Tennis Tournament held at La Costa. A requirement of the grant is that the recipient must submit a final report detailing how the money was spent and the results of the event. Attached at Exhibits 1. 2, and 3 are the final reports from each of the grant recipients. FISCAL IMPACT: The CTBID 2011-12 Budget contains an appropriation of $20,000 for CTBID grants. No further appropriation is required. 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 Regulafion 153789(b)). EXHIgSS: 1. Final report from ArtSplash 2. Final report from In Motion Events 3. Final report from the Mercury Insurance Open DEPARTMENT CONTACT: Cheryl Gerhardt. 760'602>2753. chervl.Gerhardt(aicarlsbadcagov FOR cm CLERKS USE ONLY, BOARD ACTION: APPROVED DENIED CONTINUED WITHDRAWN AMENDED • • C • • CONTINUED TO DATE SPECIFIC •. CONTINUED TO DATE UNKNOWN • RETURNED TO STAFF • OTHERS SEE MINUTES • EXHIBIT 1 Cheryl Gerhardt City OfCarlsbad 1635 Faraday Ave. Carlsbad, CA 92008-7314 Dear Cheryl, In a tough economy it is always a straggle to succeed, but because of CTBID's support, ArtSplash was a huge success. We had over 30,000 people attend Artsplash, along with ISO chalk artists, performers, art vendors and volunteers. We spent over $8,000 marketing dollars that went towards television, Newspaper and radio. Your grant helped us to reach new areas that we were not budgeted for. New this year was our walk to support breast cancer research and was very successfiil. We feel the walk will grow and encourage more people to spend an extra night in Carlsbad. Thank you again for your support Your grant made a huge difference to us! Sincerely, Joni Miringoff ArtSplash Chauperson ArtSplasK..A Community Celebration for Arts Education TaxlD#2(M)489191 5620 Paseo Del Noite #127*442 Cartsbad. CA 92008 Phona (760) 436-2828 • Fax (760) 431-9020 lnfo@Cari8badArt8pla8h.oro > www.CartsbadAilSplash.org Carlsbad Tourism Busmess Improvement District $4,000 Grant for Riverside County Media Buying Proposal for September 17 to 24,2011 Presenied by Dale R.Weston Commumcaiions Director TRY ADVERTfSING 6030 Avenida Encinas, Suile 210. Carlsbad. CA 92011 760^96-2921 MEDIA EXPOSURE FOR OVER 200,000 RIVERSIDE COUNTY HOUSEHOLDS • $4,000 2011 BUDGET RESULT IN OVER 220 COMMERCIALS • INCREASED FREQUENCY ON TOP "FAMILY-ORIENTED" CHANNELS i i $4,000 CABLE TV BUY • Achieve nearly 1 MILLION gross impressions from Hemet to Temecula . $4.95 COST PER THOUSAND (CPM) • ABC FAMILY CHANNEL • NICKELODEON . COMEDY CHANNEL • MTV . CARTOON NETWORK . PLUS TBS, A&E, HGTV, LIFETIME and more! $4,000 MEDIA SUMMARY • Time Warner Cable So. Riverside County 36,000 Households « Verizon FiOS Cable N. Riverside County 170,000 households • Over 220 commercials over 8-day period • High frequency on "Family Networks" • $4.95 Cost per thousand ADDED VALUE • Try J Advertising's clients' Toyota Carlsbad and Lexus Carlsbad/Escondido tag their San Diego Radio commercials with ArtSplash on over SlS^OOO-worth of commercials from September 17 to 24. • San Diego Radio stations also reach Temecula-Murrieta Area • $10,000-worth of San Diego TV commercials on CBS, FOX, and NBC affiliates September 17 to 24 TRY "Try "J-Advertising Inc ^30 Avenida Encinas, Suite 210 Carisbad, CA 92011-1001 Statement Data 11^2/2011 Bin To Jim Comstock ArtSptish Jim ComstocI: / CPA c/o ArtSplash 2755 Jer 2012 POST-RACE TRl-CITY MEDICAL CENTER CARSLBAD MAR Marathon & Half Marathon Participant Statistics: Average Annual Income: $96,000 Age Breakdown 24 & under 25- 39 40 - 49 50 - 69 60 8t over... ,.7% ..51% ..27% ..11% ,.4% Gender Breakdown by Event; Full Marathon: 41% female 59% mole Half Marathon: 59% female 41% male How they Register: .,^94.39% of the participants signed up tqx tlie raCeTniine.' < Jop RciUked States: (48 stf^es re^fs . Ccriffornig"-^9^08 2S " ' *^ , Arizona - 172 Washlngto ColQ^ai) Breakdown of the Overall Numbers: • 8,500 haif marathon participants • 1,500 fuii marathon participants • 2,000 volunteers • 22 official charities • 3.100 Kids IVIarathon iVlile participants • 17 sponsoring companies • 60 exhibitors and vendors • 20,000 + spectators Interesting Fun Facts: 225 portable toilets 150,000 cups 5,000 gallons of water , 12,00Q™' ^ . aptubsiDf to^^ . 8 trucl<8 ' .0^' O,^ square feet |l||I^OlS#62 ^'Dregon'jai ^'^evadic/^ 40 iyilDQjei^S|b'-35 Photos in this brochure are used with permission from Patrice iVIalloy, Tri-City Medical Center LEGOLAND CALIFORIN/IA INI tflllKI Th» balanema electrolyte drink. Sheraton Carlsbad RKSOHTfcSPA CHIPOTLE MEXICAN GRILL GRAND PACIFIC PALISADES (lESOKr& HOTEL nrg ULfftA CINEMAS . ^_ PtwwrwJ toy tKP Omm^lrxTmitoor ROADRUMNERs.a.TB World's Largest Running ^Walking Store. Kyxyggs salads • soups • bakery th€/ t^t^ On/ thC/ yitw^ San Diego Union-Tribune 8/18/11 Diane Bell Bill Albers 83-year-old Half Marathon Triple Crown participant 1/12/12 FYI Datebook Carlsbad Marathon 1/19/12 North County Carlsbad Marathon and Half Marathon set to run Sunday 1/19/12 FYI Datebook Carlsbad Marathon 1/20/12 Sports Spartan life shaped Kenyan's Annerlcan way 1/21/12 Diane Bell Race to be run as tribute to slain friend 1/22/12 General Carlsbad Marathon & Half calendar listing 1/23/12 Sports Lagot heeds brother's advice to win Carlsbad 1/23/12 Online Photo Gallery Event photos by UT staff photographer 1/23/12 Local Front page 1/3-page photo of the wonnen's nnarathon winner with caption 1/23/12 Sports Section cover photo of the nnen's half marathon winner with caption 1/26/12 North Coast Front page photo of race start - Runners take to Carlsbod streets 1/26/12 Sports Finish what they started In Carlsbad -1 /2-page of photos with captions 2/3/12 Tonn Blair Running rings around the racecourse A BANNER DAY FINISHING KICK «-CITy MEDICAL CENTER CARSLBAD NARA Ethiopia's Ezkyas Sisay wins the men's division ofthe Carlsbad Half Marathon in 1 hour, 4 minutes, 43 seconds. HOWARD LIPIN • U-T Christine Kenney of New York rejoices after winning tlie women's tiivislon of tlie Carlsbad Ma ra- thflD on Sunday. She flnished fifth in the marathon last year. Story in Sports. HOWARD LIPIN U-T fhC/^e/rU^OYVthe/yimi^ (o^^nMruA^.,.) North County Times 7/2/11 Local Update Tri-City looking for marathoners 7/18/11 Local Update Tri-City Medical Center Carisbad Marathon official training program 7/21/n Local Update Tri-City Medical Center Carlsbad Marathon officiai training program 7/25/n Community Sports Tri-City Medical Center Carisbad Marathon official training program 9/18/11 Special Section Tri-City Medical Center awards and events n/17/11 Tom Pfingsten Kristin Stehiy, "healthy living blogger" running Carlsbad Half 12/22/11 Races Kids Marathon Mile 1/1/12 Races Kids Marathon Mile 1/2/12 Sports 1 Notices Carlsbad Marathon and Half Marathon. Spectators are welcome 1/5/12 Go! Fast Forward w/photo 1/8/12 Races Kids Marathon Mile, a one-mile run/walk that helps schools raise funds 1/8/12 Races Carlsbad Marathon and Half Marathon. Spectators are welcome 1/8/12 Fast Forward Marathon Mile, a one-mile run/ walk that helps schools raise funds 1/12/12 Carlsbad Donate "retired shoes to charity" 1/12/12 Races Kids Marathon Mile 1/15/12 Races Kids Marathon Mile 1/15/12 Gol Legoland hosts children's marathon mile run 1/19/12 FYI Datebook Carlsbad Marathon 1/19/12 Community Sports Tri-City Medical Center Carlsbad Marathon 1/19/12 General Marathon will close roads in Carlsbad 1/20/12 Sports Gonzalez going back to strength 1/22/12 Go! Marathon fun for non-runners too 1/22/12 Local For Kids' Soke - Kids race photos (3) and captions 1/22/12 Online Photo Gallery Kids Marathon Mile online photo gallery 1/23/12 Main News Front page story and photo - in Loving Memory 1/23/12 Local Update Saturday Snapshots - photos and caption on Kids Marathon Mile 1/23/12 Sports Front page - Lagat ends Kibii's reign in Carlsbad 1/23/12 Sports Race results 1/27/12 NC Times Weekly Group runs marathon in honor of "inspiring' woman 3/18/12 Social Scene Hospital celebrates heroes who go the distance CARLSBAD 1 TEAM KATIIY UNITES FOR RACE SATURDAY SNAPSHOTS Nidalte Fm«r put! lOT imn «roiiad MeUM ScluubwUi, (IfUr of Mtlv Schat^^ and bmlly mcnilMn, callcdIkimKatliy, nwT-«birU wiHi Kall^ lh« iMlf-nunthon during the Tri-Ctly M«dieia Center CubbuUilHlUlflll»« Halt In Cailsbad on Svnday. MAYNEPALMOURIV I hpalmow@iictimu.coni IN LOVING MEMORY Group runs marathon in honor of Inspiring' woman CARISBAD i PUSHING AHEAD Above: Despite Saturday monUn^'srain, Idda in tlie U- and 12-year-old ajfe group run in Uic Kid* Marathon Mile at Legoland California. Ri^t: A nmner grabs a l!ew raindrops on Ilil tongue during the race Saturday. The bm run/walk is presented each year as a prelude to Sunday's rarl«iM»l ' landHalfManilllon. PhotosbyBILLWECHTERINCT Carlsbad IVIagazine 1/1/12 Tri-City Medical Center Carlsbad Marathon Health 8c Lifestyle Expo, Kids Marathon Mile, Tri-City Medical Center Carlsbod Marathon and Half March/April 2012 Three-page feature race weekend recap (pictured left) Ttie Coast News 1/13/12 General Tri-City marathon hits the streets 1/27/12 General Shoes collected for Shore your Soles program Carlsbad Business Journal 7/1/11 Chairman's Message Carisbad: A 'stay-cation' paradise 11/1/11 Chairman's Message Jeff Guzzardo, Executive Director of the Mottino Family YMCA on official charity San Diego Business Journal 10/17/1 1 Toward Better Health Tri-City Medical Center Looks to a Promising Future Rancho Santa Fe Review 8/11/11 General Join Team Fresh Start for 2012 Carlsbad Marathon & Half Marathon 11/17/1 1 Generai Chrlsl Hard wins Voiunteer Award 2/2/12 General RSF brothers team up to perform as alternative rock bond Del Mar Times 8/11/11 Join Team Fresh Start for 2012 Carisbad Marathon & Haif Marathon Carmel Vaiiey News 8/11/11 Join Team Fresh Start for 2012 Carlsbad Marathon & Half Marathon Solana Beach Sun 8/11/11 Join Team Fresh Start for 2012 Carlsbad Marathon & Half Marathon Navy Dispatch 1/1/12 Editor's Pick Kids Marathon Mile at LEGOLAND 1/5/12 Around Town 2012 Tri-City Medical Center Carlsbod Marathon 1/12/12 Around Town 2012 Tri-City Medical Center Carlsbad Marathon 1/19/12 Around Town 2012 Tri-City Medico! Center Carisbad Marathon The Californian 1/15/12 Go! Mini Miiers - Legoland hosts children's marathon mile run 1/20/12 Sports Spartan life shaped Kenyan's American way 1/22/12 Go! Marathon has fun for nonrunners, too 1/23/12 Sports Race results 2/6/12 Suzy Ryan Carlsbad a great place to run Fine Magazine 1/1/12 Community Interest 2012 Tri-City Medical Center Carlsbod Marathon PRINT ADVERTISING Race Pla ce Magazine | Circulation 65,000 Full pag^/full color ad May/June Full pag^/full color od July/August Full page/full color ad September/October Full pag0/ful! color center spread -i- cover November/December Full page/full color ad January/February Los Angeles Sports & Fitness | Circulation 35,000 Full page/full color od September Full page/full color od October Runner's World j Circulation 650,000 Racing Ahead Classified August . Racing Ahead Classified September Racing Ahead Classified October Racing Ahead Classified November ONLINE ADVERTISING GetSetCA 8/25/11 8/29/11 9/12/11 9/19/11 Solo Featured Event Upcoming event Upcoming event Upcoming event 2012 Tri-City Medical Center Carlsbod Marathon 8t Half Marathon 2012 Tri-City Medical Center Carlsbod Marathon & Half Marathon 2012 Tri-City Medical Center Carlsbod Marathon & Half Marathon 2012 Tri-City Medical Center Carlsbod Marathon & Half Marathon GetSetAZ 8/25/11 8/29/11 9/12/11 9/19/11 Solo Featured Event Upcoming event Upcoming event Upcoming event 2012 Tri-City Medical Center Carlsbod Marathon & Half Marathon 2012 Tri-City Medical Center Carlsbod Marathon & Half Marathon 2012 Tri-City Medical Center Carlsbod Marathon & Half Marathon 2012 Tri-City Medical Center Carlsbod Morothon & Half Marathon ONLIN E CALENDAR LISTINGS (Partial list) runnersworld.com nctimes.com sandiegoreader.com sign onsandiego.com active.com mar athonguide.com raceplace.com sandiegocoastlife.com iasandf.com connpetitor.com race360,com halfmarathons.net thecoastnews.com Copy of roceploce magazine cover TV ff^ f<adO^ t^xfjsWW LOCAL TV EXPOSURE XETV San Diego 6 1/20/12 1/22/12 11 p.m. news 8 and 10 a.m. news Running to remember Kathy Live remote with Brooke Landau NBC 7 1/22/12 6 p.m. news Running for Kathy KFMB News 8 1/22/12 6 p.m. news 1/23/12 6 and 10 p.m. news 1 /24/12 5 and 7 o.m, news Kids Marathon Mile recap Race recap Race recap KUSI News 9 1/14/12 9 a.m. news 1/21/12 6 and 10 p.m. news 1/23/12 6, 10 and 11 p.m. news 1/24/12 5 a.m. news Coach Katie about event and nutrition Kids Marathon Mile recap Race recap Race recap KGTV News 10 1 /20/12 All morning newscasts 1/24/12 5 a.m. news Weather mention - Kids Marathon Mile Race recap KSWB 5 1/23/12 6 p.m. news 10 p.m. news Kids Marathon Mile recap Race recap 1/22/11 RADIO EXPOSURE KYXY 96.5 FM (50) recorded 20-second promotional announcements • (1) nnonth-long feature on the community page on kyxy.com with a link to the event website • (1) inclusion in a weekly email newsletter to 25,000 subscribers Together our official charities raised rriore than $450,000 using the 2012 Tri-Clty Medical Center Carlsbad Marathon as a fundraising and awareness generating vehicle. In addition to the organizations listed below there ore other charities who use the event each year to raise funds for their programs, The total amount raised through the efforts of these organizations is not calculated in the above total. Aizlieinner's Association American Liver Foundation Bread of Life Crolnn's & Colitis Foundation of America Dolneny Eye institute Donate Life San Diego Fresli Start Surgical Gifts Heart for Africa Huntington's Disease insuiindependence internotionai Bipolar Foundation Jeans 4 Justice Labrador Rescuers Labradors and Friends Dog Rescue Group Leukemia & Lymphoma Society/Team in Training Lupus Foundation of Souttnern Caiifomia Mended Littie Hearts iVIottino Family YMCA Neural Networks Nortii County Community Services Food Bonk Oak Grove Center Prescliool Scliolarslnip Program 123 KIDS MAUATHGH MILE AT LEGOLAND Despite Q little rain, over 3,100 chiidren (on all-time high) and their families participated in the Kids Marathon Mile on Saturday morning, After the mile races, the kids enjoyed refreshments, entertainment and exciting vendor booths. Witli fond memories of tine 2012 Tri-City Medico! Center Carlsbod Marathon weekend of events still fresh, we're off and running planning the 2013 event, Please plan to be there with us the weekend of January 25 - 27, 2013. Revenue Report Hotel: Carlsbad by the Sea Resort Close Date : January 18,2012 Carisbad by the Sea Resort Total Base Charges USD 3,189.00 Total Additional Charges USD 0.00 Totai Charges USD 3,189.00 Number of Reservations 25 Number of Rooms 25 Number of Room Nights 31 Guests # Reservations 1 13 2 11 3 1 Page 1 of 14 Hotel: Courtyard San Diego Carlsbad Close Date : January 18, 2012 Courtyard San Diego Carlsbad Total Base Charges USD 3,808.00 Total Additional Charges USD 0.00 Total Charges USD 3,808.00 Number of Reservations 25 Number of Rooms 25 Number of Room Nights 32 Guests # Reservations 1 8 2 13 3 2 4 2 Page 2 of 14 Revenue Report Hotel: Grand Pacific Palisades Close Date : January 18, 2012 Grand Pacific Palisades Total Base Charges USD 11,325.00 Total Additional Charges USD 20.00 Total Charges USD 11,345.00 Number of Reservations 43 Number of Rooms 43 Number of Room Nights 99 Guests # Reservations 1 17 2 25 3 1 Page 3 of 14 Revenue Report fc. .• Tl.-. Hotel: Hampton Inn Carlsbad Close Date : January 18, 2012 Hampton Inn Carlsbad Total Base Charges USD 594.00 Total Additional Charges USD 0.00 Total Charges USD 594.00 Number of Reservations 5 Number of Rooms 5 Number of Room Nights 5 Guests # Reservations 1 2 2 3 Page 4 of 14 Revenue Report Hotel: Hilton Garden Inn Carlsbad Close Date : January 18, 2012 Hilton Garden Inn Carlsbad Total Base Charges USD 1,815.00 Totai Additional Charges USD 0.00 Total Charges USD 1,815.00 Number of Reservations 6 Number of Rooms 6 Number of Room Nights 11 Guests # Reservations 1 1 2 3 3 1 4 1 Page 5 of 14 Revenue Report Hotel: Holiday Inn Express Encinitas - Cardiff by th Close Date : January 18, 2012 Holiday Inn Express Encinitas - Cardiff by the Sea Total Base Charges USD 1,500.00 Totai Additional Charges USD 0.00 Total Charges USD 1,500.00 Number of Reservations 8 Number of Rooms 8 Number of Room Nights 18 Guests # Reservations 1 8 Page 6 of 14 Revenue Report Hotel: Homewood Suites by Hilton - Carlsbad Close Date: January 18, 2012 Homewood Suites by Hilton - Carlsbad Total Base Charges USD 5,130.00 Total Additional Charges USD 0.00 Total Charges USD 5,130.00 Number of Reservations 22 Number of Rooms 22 Number of Room Nights 38 Guests # Reservations 1 5 2 8 3 4 4 5 Page 7 of 14 Revenue Report Hotel: Hyatt Summerfield Suites San Diego/Carlsb I Close Date : January 18, 2012 { Hyatt Summerfield Suites San Diego/Carlsbad Total Base Charges USD 635.00 Total Additional Charges USD 0.00 Total Charges USD 635.00 Number of Reservations 4 Number of Rooms 4 Number of Room Nights 5 Guests # Reservations 1 3 4 1 Page 8 of 14 Revenue Report Hotel: Quality Inn and Suites Carlsbad Close Date : January 18, 2012 Quality inn and Suites Carlsbad Total Base Charges USD 546.00 Total Additional Charges USD 0.00 Total Charges USD 546.00 Number of Reservations 8 Number of Rooms 8 Number of Room Nights 8 Guests # Reservations 1 6 2 2 Page 9 of 14 Revenue Report Hotel: Ramada Carlsbad by the Sea Close Date : January 18, 2012 Ramada Carlsbad by the Sea Total Base Charges USD 862.00 Total Additional Charges USD 0.00 Total Charges USD 862.00 Number of Reservations 5 Number of Rooms 5 Number of Room Nights 11 Guests # Reservations 1 1 2 1 3 2 4 1 Page 10 of 14 Revenue Report Hotel: Residence Inn by Marriott Carlsbad Close Date : January 18, 2012 Residence Inn by Marriott Carlsbad Total Base Charges USD 675.00 Total Additionai Charges USD 0.00 Total Charges USD 675.00 Number of Reservations 4 Number of Rooms 4 Number of Room Nights 5 Guests # Reservations 1 2 2 2 Page 11 of 14 Revenue Report Hotel: Sheraton Carlsbad Resort & Spa Close Date : January 18, 2012 Sheraton Carlsbad Resort & Spa Total Base Charges USD 26,533.00 Total Additional Charges USD 240.00 Totai Charges USD 26,773.00 Number of Reservations 66 Number of Rooms 66 Number of Room Nights 157 Guests # Reservations 1 20 2 41 3 5 Page 12 of 14 Revenue Report Hotel: TownePiace Suites by Marriott CarisbadA/is Close Date : January 18, 2012 TownePiace Suites by Marriott Carlsbad/Vista Total Base Charges USD 2,616.00 Total Additional Charges USD 0.00 Total Charges USD 2,616.00 Number of Reservations 13 Number of Rooms 13 Number of Room Nights 24 Guests # Reservations 1 5 2 7 3 1 Page 13 of 14 Revenue Report Hotel: TownePiace Suites by Marriott CarlsbadA/is Close Date : January 18, 2012 Event Totals Total Base Charges USD 59,228.00 Total Additional Charges USD 260.00 Total Charges USD 59,488.00 Number of Reservations 234 Number of Rooms 234 Number of Room Nights 444 Guests # Reservations 1 91 2 116 3 17 4 10 Page 14 of 14 EXHIBIT 3 Mercury nsurance Open 201 1 Tournament Report '^(•ptfiiibcr 20 11 DEAR SPONSORS AND TOURNAMENT PARTNERS, iMERCURY In-v'fty NV^* (.cnitTf ii<. rny pk-asurc to present to you this Post [vent Report on the Mcrciity ituurancc OfK-n 201 1, .More than 4S.OO0 thnlicd f,;ns cirrn- tn npn: ( xr;!ir-r: d.4y:. of woild-class vetting at th.e btauiil'ul I a Coiti Rt-scit dtid Spa. In A sfx-ct.ituii( scttirsg, atrtid jxrieci weather, they enjoyed i cloic-up .'u-w (;l i.iifii- ;i S ii-iiriii stjis in iiiigies and doubles, as wf!l ii many fan fjvontcs whn letutri year aiii-t year to piay Jh;s bciovcd toutnamt-r-t Tf-..' i-KC:tirig se;iiifii-,.<ls and cfiarripicnship 'At-rc b(oaccas.t natic;iw:c5c c!! I SPN ? and .•la [urnsport a.^.d Di liiis year, we expanded cur Icyal base cf tickctholaeri with scvciai outreach iriaiativ.:s. Our tiigniy iucccssiul Kics' Day heipcd develop a r^ w (-,aicr.ii.o(! ol tenriis (am with activities ior the I O-and-undcr crowd. Wc attracted a new female audience of league piayeti with our "(aihion Show arid lur-,;!).' where top tennis professionals modeled stylish resort wear. Lat.n Night dicw len.iis fans from throughout the large Latino popjiaticn in Southern Caiifomia and Mexico. I II! p-afiicuiarly pleased tiiat we were able lo expand cu' partrieisfiip witti (.Icicury Insuiance as on; litis; sponsoi. and with In-City Wcdicai Li-nU i .ji.i (ncscnting sponsor, as well as other valued partners such as American Lxpress. Dell, tvian. Andalucia. and Paul Hastings. We'ie also p(ou<i to Ix- ioiniiij,- forces with new partners, includmg such well-known brands as Bulovj. Catoradc, and Tacchlni. Fans enjoyed thc amenities of the beautiful La Costa Resort and Spa, now undergoing a $50 million makeover, with its newly renovated rooms ,ind Stadium Court restaurant. In thc tournament sponsor p.ivilion. wc added a sta^.e for pop and jazz bands, and other cntcrlainrmnt. Next year, we'll tiave create even mote atmosphere there with a winc-tastitig and othet social events. I'm espc-ctally excited to report lhal next year will also include a legends Invitational tournaintnl, featuring past winners of Ihe toiiirramenl, mcludini; Steffi Graf and othet household names. I'd like to take this opportunity to thank you most warrniy for your commitment to the Mcrcuiy Insurance Open 2011. Vou m.ide a decisive contiibutiu.i toward cnsuruig that world-class icnnis continues to come to Southern California. We'll be woikmg ha/d all year to make sure thjt the 201 2 touinamerit IS even more cnioyablc. profitable, and rewarding. I'll be delighted if we can continue to count on your support. With hearlfolt thanks. Raquel Cifcifrc. Tournament Director INTRODUCTION GONTEiMTS THE TOURNAMENT THE HEART OF SOUTHERN CALiFORNiA CENTER OF THE OLYMPUS US OPEN SERIES TOP SEEDS 6 WILD CARDS MATCH HIGHUGHTS MARKETING & MEDIA TELEVISION COVERAGE PRiNT MEDIA PUBUC RELATIONS RADIO DIGITAL MEDIA "DONTTEXT& DRIVE" CAMPAIGN THE EVENT TOURNAMENT ATTENDANCE PRO-AM VV'ITH MARTINA HINGIS The Tournament The Heart of Southern California Center of the Olympus US Open Series Top Seeds & Wild Cards Match Highlights THE HEART OF SOUTHERN CAUFORNIA Women's champions have flocked to San Diego for 23 years in the middle of the summer to play top-notch matches and compete for the title at the beautiful La Costa Resort and Spa. However, there can only be one Mercury Insurance Open champion out of the 56 player field who get the $ 107,000 check and the crucial WTA ranking and US Open Series ranking points. Doubles was not overshadowed as I 6 strong teams competed for the title as the 201 I Mercury Insurance Doubles Champion. In 201 I, Kveta Peschke and Katarina Srcbotnik received the honor of splitting the $34,000 check as they won their i4'^ straight match and took the title. July 3 0 to August I Qualifying July 30 and 31 Main Draw started ftugust I 56 Singles Players 32 Qualifying Players Part of the US Open Series CENTER OFTHE OLYMPUS us OPEN SERIES '"'6 weeks 10 tournaments $40 million HUH IT MUST BE LOVE Week 5.-: August:! 5'- THE TOURNAMENT EXCEPTIONAL TOP SEEDS The Mercury Insurance Open attracted some of the world's most popular tennis players to San Diego including six players in the Top 20 and twelve players m the Top 30 MAIN DRAW WILD CARDS Cisela Dulko 2010 end dfflhe year # 1 Doubles plaj^er^nd 2011 Australian Open Doubles Chiimpion i Aiexa Glatch Rising American Star witfi five fTT tournamlnt wins Aravane Rczal Four-time WTA Toumament Cfiampion THE TOURNAMENT MATCH HIGHLIGHTS Women's Singles Finals This year's singles championship featured 2010 finalist Agnieszka Radwanska and world number 3 Vera Zvonareva, with Radwanska prevailing 6-3 6-4 over Zvonareva. 'fuen Ihough I had two really tough matches in the quarters and semifmab. l played very well today. I really wanted to win this tournament so I LUCS really focused from the beginning. Winning a tournament with a lot of great matches agamst top players is very special." /Ignieska Radwanska Women's Doubles Finals The doubles final featured Wimbledon champions Kveta Peschke and Katarina Srebotnik against Americans Raquel Kops-Jones and Abigail Spears with the strong duo of Peschke/Srebotnik winning 6-0.6-2. "With each match we're getting more confident and we are very happy we won this title, it's a beautiful, beautiful area here. We enjoyed tt a fof and u/c'd/oue to come bacic/lere next year." Kvela Peschke MATCH HIGHLIGHTS Sensational Semifinal Matches: The semifinal matches this year were nothing less than sensational with both matches going the distance to three sets. The first semilmal featured world number three Vera Zvonareva defeating former world number one and French Open champion Ana ivanovic 5-7. 6-^. 6-4. Next on court was Agnicska Radwanska and Andrea Petkovic with Radwanska staging a comeback after the losing the first set 4-6. but winning thc next two 6-0. 6-4. • Vera Zvonarcv,! defeated Ana ivanovic 5-7, 6-4. 6-4 • Agnieska Radwanska defeated Andrea Petkovic 4-6, 6-0. 6-4 Quality First Round Matches: This year's tournament featured stellar first round matches, japan's Kimiko Date-Krumm defeated South America's number one player Gisela Duiko in a match that featured an extremely tight first set vvith Date-Krumm coming away with a 7-5. 6-0 victory. In another quality first round match. Japanese number one Ayumi Merita defeated Australia's Jelena Dokic in a tight three set battle 6-1. 4-6. 7-5. • iCimiko Date-Krumm defeated Gisela DuIko 7-5, 6-0 • Ayumi Morita defeated jelena Dokic 6-1. 4-6. 7-5 Thrilling Upsets: The Cinderella story of this year's Mercury Insurance Open was the rising American superstar Sioane Stephens who captured the hearts of the thousands of fans cn route to her first ever WTA quarterfinal appearance. Along the way Sioane upset World number 20. Julia Goerges from Germany in the second round. THE TOURNAMENT The Event Tournament Attendance Special Events Pro-Am with K/i'->rfi'ni t—iinmc ividi til la iill i5i-> ^MERCURY LA COSTA RESOfrrAfa>M rrHnttnf^g Urf^ury Csj;it»rr»jf ti<»»enit iccc^Utjcrtj-FTts^t^ TOURNAMENT A^rENDAI^JCE The totai attendance for the 201 I Mercury Insurance Open was 41,774 Wednesday^ August 3 Day: 2,678 Night: 2,595 Day: 2,598 Night: 2,675 Day: 2,568 Night: 2,701 Day: 3,256 Night: 4,206 Day: 4,287 SPECIAL EVENTS KIDS DAy Monday, August i - Day Session Admission was free for all kids 16 years old and younger when an adult ticket was purchased. Along with watching competitive matches from the top women's players on the VvH-A Tour, kids participated in a variety of activities throughout the day. CELEBRATE OUR HEROES KAr^r-iA-txr Ziiicriict- ! - FvpnincT ^p<;«;ion IVlWIiViU^t • iti^v^--*. • Admission was free to all members of the Military. Police and Fire Department with valid ID. Admission was also free to kids 16 years old and younger when an adult ticket was purchased. GROUP DAy Tuesday August 2- Day/Evening Session All groups of ten or more received a 50% discount on reserved grandstand or East Loge Box seating. SPECIAL EVENTS LADIES & LEAGUE DAy Wednesday, August 3-Day Session Attendees received a boxed lunch and a wonderful VIP Box seat to the fashion show presented by the shops at La Costa, Pinkalicious and Lilly Pulitzer. The fashion show featured tournament players. LATIN NIGHT V/ednesday, August 3- Evening Session Angel Lopez was honored for his 31 years of service to the San Diego County Tennis community and for helping the Latino community to appreciate and love the sport of tennis by donating lessons and equipment. Lopez serves as a USPTA Master Professional and a top Lour coach. He serves as Director of Tennis Operations at the San Diego Tennis b Racquet club, where he has taught since 1979. In March 1997. Lopez began operating the Angel Lopez Tennis Academy at the San Diego Tennis & Racquet Club, where he supervises eight assistant USPTA certified professionals. The USPTA's San Diego Division recently awarded Lopez with the 201 I community service award. USTA MEMBER'S DAy Thursday, August 4- Day Session USTA members came to the private USTA hospitality area on member appreciation day between 1:00 PM and 2:30 PM. The hospitality area was located behind the southeast corner of the stadium. Members came and received complimentary refreshments, a free gift and more. Upon entrance to the area, attendees were required to show a valid USTA membership ID card along with their purchased ticket to the tournament grounds. SPECIAL EVENTS Octagon secured an appearance at the annual tournament Pro-Am by five-time Grand Slam Champion. Martina Hingis at no additional cost to Mercury Insurance. Octagon was also able to organize the use of courts at Rancho Valencia Resort for the Pro-Am in order to provide for a unique and exclusive experience for tournament sponsors and selected guests. Marketing & Media Television Print Media Public Relations Radio Digital Media The Added Value of the WTA Tour TELEVISION COVERAGE TEMNIS The quarterfinals, semifinals and finals matches of the Mercury Insurance Open were broadcast live on ESPN2 and the Tennis Channel with eight hours of live broadcasts and two hours of tape delayed broadcast. Friday, August 5 8:G0pm-10:00pm (Quarterfinals) ! 0:00pm-12:00am Saturday. August 6 2:00pm-4:00pm (Semifinals) 7:00-9:00pm Sunday. August 7 2:00-4:00pm (Finals) ESPN 2 (Live) Tennis Channel (Tape Delay) Tennis Channel (Live) ESPN 2 (Live) ESPN 2 (Live) Network Date Day Start End ESPN2* 8/5/201 1 FRI 5:00PM 9:00PM ESPN2 n IC i~)r\ 1 1 Ol Jl l-^ 1 t tTDI 1 l\l [ j ;04PM ! 2:40AM ESPN2 8/6/20 1 SAT 10:12PM I2;43AM ESPN2 8/7/20! SUN 5:4 tPM 7:00PM Match Andrea Petkovic v. Slone Stephens TV , 1. .... D^r,^ Ctiinl WW Imn P?+ P2+ Imo • •• • ••••r • - — 89.336 110.115 107.335 O.l 157.930 273,174 O.l 341.688 251.057 O.l 293.518 TELEVISION ADVERTISING Octagon purchased 25 :30 second advertising units on ESPN2 at a cost of $ 148.837.50 - We were contractually obligated to give 10 of those spots to Mercury and in the end allocated 12 to MIG Mercury Insurance also received 10 :30 second spots on the Tennis Channel broadcast, which were a part ofthe overall USOS television agreement On both ESPN and The Tennis Channel. Mercury received one opening and one closing billboard: category exclusivity in the broadcast, and one enhancement per broadcast (sponsor match summary); on-air graphics and voiceovers with the tournament name and title sponsor MARKETING 6 MEDIA | TELEVISION PRINT MEDIA Mercury Insurance received two full pages in advertising space in a special supplement of San Diego Union Tribune. One of Mercury's full page ads appeared on the back page of the supplement. In addition, there was a feature story and 12 pages of content, dedicated to the tournament. The Union Tribune produced 90.000 supplements and has a subscriber base of 68.000 homes. A total of 1 2,000 supplements were delivered to 28 tennis ^i.ikf i-'i^rr^ilahi^*if nipcrn Orans^c and ImiDeria! Counties. In addition. 10.000 copies were handed out for free distribution at the tournament. THE SAN OIEGO UHIOH-TRIBUNE TOURNMANET PROGRAM AND TICKET BROCHURE We produced 2.500 tournament programs v/hich have an estimated readership of 10.000. The tournament program was 64 pages long, included 23 Mercury Insurance logos and mentioned Mercury Insurance 55 times. Mercury Insurance received three pages total in the tournament program—two full page advertisement.') and a "Welcome Letter" from the CEO of Mercury Insurance, which appeared at the beginning of the program. Mercury also had one of the full page advertisements, which was on the back of the tournament program. We had 25.000 ticket brochures printed for the 201 tournament. We hand-delivered 150 brochures and two posters to 51 different tennis clubs throughout San Diego Orange. LA, Coachella and imperial Counties. From July 25th to August 7th, La Costa Resort & Spa placed brochures in each of their 6 I 1 guest rooms and suites. MARKETING 6 MEDIA I PRINT MEDIA PRINT ADVERTISING Low Rates! Big Discounts! More Benefits! mercurymsurance.com IN THE SPOTLIGHT i3rf,ir,»s r, £.3-1 fnai Cos Angeles (Simes MARKETING & MEDIA PUBUC RELATIONS IN THE SPOTLIGHT H#it>»«»T»»ji b**t« /»e».»<T!» • to »*« C«i»ts»€ !»»t MULTICULTURAL PUBLIC RELATIONS - TELEVISION Outlet Affiliation Market Run Date Length Ad Value Univision TV -"Despierla San Dicgo" Live m-studio Interview Entravision San Diego 08/03/11 4:30 mm. $3,937,50 Total: $3,937.50 MARKETING & MEDIA | PUBLIC RELATIONS MULTICULTURAL PUBLiC RELATIONS - PRINT ADVERTiSING Outlet El Informador - Article on Nazari Urbma/Color Zeta Newspaper Givivng Back Magazine-Calendar Listing Frontera - Deportes Frontera - Deportes La Voz de San Diego Frontera - Deportes Agencia Fronteriza dc Noticias Agencia Fronteriza dc Noiicias Semanario Zeta- Tournament Highlights Ei Latino- Sports section/ Color Frontera-Deportes El Mexicano- Deportes Semanario Zeta- Tournament Results "Surprise in La Costa' Total: Circ. 50,000 40.000 20.000 40.000 40.000 30.000 40.000 ^ c r. r\r\ D J.UUU 65.000 40.000 40.000 40.000 40.000 50,000 40.000 640,000 Affiliation Weekly Magazine Weekly Magazine Monthly Magazine Daily tabloid Daily tabloid Bi-Weekly Magazine Daily Tabloid Weekly Magazine Weekly Magazine weekly magazine Daily Tabloid Daily tabloid Daily tabloid Weekly Magazine Market Tijuana San Dicgo/Tijuana San Diego Tijuana/San Diego Tijuana/San Diego San Diego Tijuana/San Diego T.i, .Tfl-, 1 IJVJO.IC, Tijuana Tijuana/San Diego San Dicgo Tijuana/San Diego Tijuana/San Diego Tijuana/San Diego Tijuana/San Diego Run Date 07/29/1 1 7/29/11 - 8/4/1 i 8/201 1 08/02/1 I 08/03/1 1 08/03/1 1 08/04/1 I 08/04/! 1 08/04/1 ! 8/5-11/1 I 8/5-1 I/i 1 08/06/1 ! 08/08/1 I 08/08/1 1 8/12-18/1 I Size 1 page I page I coi. X 1 1/2' 1 col. X 6 ' I col. X 6" 1/4 page 1/8 page 1 il n;ujp • < — I— o- 1/2 page 1 Page 6.43x10" 1/7 P.iPf 2 col. X 10 ' 2 col. X 4" I page Ad Value $4.1 I 7.50 $5,205-00 $500.00 $405.00 $405.00 $950.00 $1,050.00 S?.000.00 $2,000.00 $5,205.00 $1,671.85 $2,025.00 $1,350.00 $1,050.00 $5,205.00 $27,934.35 MULTICULTURAL PUBLIC RELATIONS - ONUNE Outlet Affiliation Market Run Date Leng:th Ad Value http v.'ww.clmforniartor.coiii Tijuana/Baja 7/29/201 1 1 web pg $4,1 1 7.50 littp;//w\'Av.5andiegored.com/noticias/l 6366/ Web Magazine San Dicgo 08/01/1 1 2 1/2 web pgs N/A htlp://www,afntijuana.inlo/deponcs/2 74B_ifiicia^abietio_wia_fnercury insurance AtN TijuanaSan Dicgo 08/02/1 1 2 web pgs I'J/A tittp.//w,vvv,fiOfiti:ia mfu .•"rontcra Tabloid Tijuans/San Dicgo 8/3/201 1 1 web pgs S2. i ou hup.//www.afnlijuana.iriio/dcpoiies/2 74/'_reconoccn_al_tenista_angel_lope2 AfN Tijuana/San Diego 8/4/201 1 2 web pgs N'/A http.7/vvww.zetatijuana.com./201 1/08/01/list as-para-cl-gran-cscenario Tijuana 08/04/1 1 4 web pgs S 20.820 ! 111 p • //w '.s'w s 3 n d i e g 0 r c d. c 0 m Web Magazine San Dic^o 8/5/20 i 1 2 web pgs N/A http;//wmv.eilatinoonline.com Weekly Magazine San Dicgo 8/5/201 1 1 web pgs 5:.250 http:/wv.-.v.2et3tijuana.corn./20l 1/08/08/comprometidas-a-ganar Weekly Magazine Tijuana/San Dicgo 8/5/201 1 1 web pgs $5,205 ht I p;//w\w. front era. info.com V/eckly Magazine Tijuana/San Dicgo 8/6/201 1 1 web pgs $2,160 htlp://ww\v. frontera.info.com Weekly Magazine Tijuana/San Diego 8/8/201 1 1 web pgs $2,160 In tp://www.ei.mexicano.com.(iix Daily tabloid Tijuana/San Diego 8/8/201 1 1 web pgs $2,522,50 http://ww\v.zetalijuana.com Weekly Magazine Tijuana/San Dicgo 8/12-18/11 1 web pgs $5,205 Total: $45,600 MARKETING & MEDIA | PUBLIC RELATIONS eBlast Date Sent Recipients Views Percentage Viewed finals recap G 2012 save the date 8/17/201 1 42192 2550 5.30% Final Weekend 8/5/201 1 26560 1772 6.6/^0 Schedule Advisory 8/4/201 1 31312 3041 9,71% Ladies and Leagues Day and Latin Night •7 /T C /T A 1 1 ( / i.\J 1 i /I 7 80 1 T • 3334 7.78% Women's hieaith Benefit Auction 7/18/201 1 2550 408 1 6% Special Ticket Promotions 7/12/201 1 2519 456 1 8% »,»... Volunteer Opportunities 7/5/20 1 1 2525 454 17.90% Special Events Line-up Announced 6/28/20 1 1 43097 3417 7,92% Updated player Field Announced 6/22/201 1 31952 2853 8.92% RADIO— 102.1 KPRI PROMOTIONAL RECAP I 02.1 KPRi Promotional Recap The Mercury Insurance Open was promoted on 102.1 KPRi. Mercury Insurance Open received: •500 streaming comniercials on kprifm.com •35 KPRI 102.1 FM on air ten-second announcements •15 total mentions on live show host giveaways mentions Monday to Sunday (6am to midnight) •4 weeks on the KPRi website "Where to Co/What to Do" page and Section 102 Online Contest Page •2 inclusions in KPRi e-blasts to a database of 49.000+ registered listeners MARKETING & MEDIA I RADIO . RADIO—XXI090 SPORTS RADIO PROMOTIONAl^ RECAP XXI 090 Sports Radio Promotional Recap The Mercury Insurance Open was promoted on XX1090 Sports Radio and received: •500 streaming commercials on xxsportsradio.com and 500 on the XXI090 Smartphone app •XXI090 Event Page listing •2 contest pages (Team 1090) •Ten 15 to 20 second live liners and live mentions during actual on air giveaways •Online and facebook giveaways •Inclusion in the rotating Team 1090" liner that runs ten to 20 times a week. RADIO—105.7 THE WALRUS f 05.7 The Walrus Promotional Recap The Mercury Insurance Open was promoted on 105.7 The Walrus and received: •500 streaming commercials on walrusfm.com and 500 on the Walrus Smartphone app •Inclusion in the events section of the website http://wv.^w.walrusfm.com/paRes/cvents09 for four weeks •Ticket giveaway at events with on air mentions. For example, "Join The Walrus crew at the San Diego County Fair (or the Oceanside Farmers Market), come on by and try your spin at the "Walrus" Wheel' O Prizes—you could win tickets to the Mercury Insurance Open—we will be at the fair from 3 to 8pm. See you there!" 10 mentions per week for two weeks. •Presence on the line contest page for four weeks MElRCUfT MARKETING & MEDIA I RADIO DOWNLOAD THE MOBILE FAN GUIDE • Maps • DBectHons • Search&MofB Ml Get it on your phone tod •ili IVIIO MOBILE FAN GUIDE The Mercury Insurance Open presents the Mobile Fan Guide, a next- generation mobile application designed to enhance your experience and grant fans access to the event directly on their mobile device. The Mobile Fan Guide is powered by Ubiquity a revolutionary mobile application framework developed by Thermopylae Sciences + Technology (TST). Ubiquity allows users and businesses to define their ov/n functionality and grant others access to information about neariy everything around them. The Mobile Fan Guide gives fans the ability to discover everything around them at the event. From locating retail and refreshment areas to augmented reality, the Mobile Fan Guide is the ultimate fan companion. Users can download the application for free on their Apple iPhone© or Google Android'" device and begin using it immediately. Mobile App Functions: • Maps of the entire facility • Directions from your location to anywhere at the event • Augmented reality to locate things around you • Custom widgets to help cfa\/ onaDapd with fhe JUU/ - event you are at • Search functionality to find exactiy what you're looking for MIO WEBSITE TRAFFIC lanuary I - luly 29 842.108 page views 200.940 visits 5,191.304 hits lulv 30^''-Aug 7^'' 1.962.404 page views 422.035 visits I 1.679.742 hits Aug -Aug I 2th I 60.300 page views 42,169 visits 825,558 hits Taylor b Pond MARKETING & MEDIA j DIGITAL MEDIA SOCIAL MEDIA ANALYSIS FACEBOOK • I 886 likes and 263 check-ins • 85 posts and 94 tags before beginning of tournament • 44 posts and 62 tags during the tournament Twitter • I 6 10 followers • 760K retweets by accounts with 500-1- followers • 250 tweets and 80 mentions before beginning of the tournament • 340 tweets and 75 mentions during the tournament Articles • 28 articles published about MIO on mercuryinsuranceopen.com • 8 articles published on wtatour.com 4 ) 'M MARKETING & MEDI/^ | DIGITAL MEDIA y Facebook Insights : Daily Post F€^edback SOCIAL MEDIA DEMOGRAPHICS Facrabook: Regional Stala FEMALE 146% f52<% Facebook: Gender and Age - Graphical B UnttrdSUM Mr Sfum Uhts •.D96 MARKETING & MEDIA I DIGITAL MEDIA ROADS3AFE OONT TEXT AND DWVE - W9 can %av9 Ums*. MERCURy INSURANCE "DONTTEXT AND DRIVE" CAMPAIGN Three nnajor VvTA players - Agnieszka Radwanska, Daniela Hantuchova and Svetlana Kuznetsova - were featured in Mercury's "Don't Text and Drive" Campaign. This included use of the players in print, video, and internet mediums. THt UK D^CiO 'lavlor l\)nd evian MERCURY INSURANCE GROUP Tri-Gty tAeckJii Center TIME PAUL • i A s TI r i b t I A \ \A VlGlLUCCl'S -••..i'tAf.t RFREIU TACCHlNi SIGNON SAN DIEGO THANKYOU Octagon extends a sincere thank you to our sponsors, loyal fans and the Carlsbad community for supportmg us in another successful tournament. We hope to see you again next year! 2011 TOURNAMENT REPORT