HomeMy WebLinkAbout2012-03-28; Carlsbad Tourism Business Improvement District; 03-12-76; Proposal from VisitCarlsbad BoardCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 03-12-76
MTG. 3-28-12
DEPT. Gity Mgr
Proposal from VisitCarisbad
(Carlsbad Convention and Visitors
Bureau)
ICTBID STAFF ( )
IGENERAL
(COUNSEL
RECOMMENDED ACTION:
Receive report from VisitCarisbad and direct staff accordingly.
ITEM EXPLANATION:
Since the inception of the Carlsbad Tourism Business Improvement District (CTBID), the CTBID
Board has contracted with Carisbad Convention and Visitors Bureau 501 C-6 corporation (dba
VisitCarisbad) to provide tourism marketing services for Carisbad. The scope of those services
have included operation of the visitor center, web site development and administration, print and
internet advertising, public relations and various other tourism marketing activities identified in the
contract for that fiscal year. The VisitCarisbad Board develops the scope of work and presents it
to the CTBID Board for approval along with the proposed budget for the work which is then
included in the CTBID annual budget.
The VisitCarisbad Board has developed the 2012-13 proposed budget and program of work
presented at Exhibit 1. The CTBID Board should receive their report arjid discuss the proposal.
Following the discussion, ifthe Board would like to contract with VisitCarisbad to provide these
sen/ices for 2012-13, the CTBID Board should direct staff to bring back|the contract for adoption
at the next Board meeting.
FISCAL IMPACT:
For the fiscal year 2012-13, projected revenues for the CTBID are estir|iated at $900,000. The
total payment for these proposed services for the twelve-month period js $800,000.
ENVIRONMENTAL IMPACT:
I
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 n^t a project (CEQA
Regulation 15738 (b)). |
EXHIBITS: |
1. Proposed budget and program of work for tourism promotion services from VisitCarisbad for
the period July 1, 2012 through June 30, 2013.
DEPARTMENT CONTACT: Cheryl Gerhardt. 760-277-5203, chen/l.gerhardtacarlsbadca.us
FY12 VISIT CARLSBAD BUDGET - WORKING
FOOTNOTES
1 Merit increase of 3%
2 Reduction in plan coverage
3 Increase due to printing of new lure brochures
4 Reduced Interactive Marketing to help fund Public Relations
5 Adding Public Relations Agency to overall marketing mix.
Approved by VisitCarisbad Board of Directors
Proposed
FY12 Budget FY12 FY13 Final
(F) Budget(A) Variance Budget
INCOME
Public Sources
CTBID Revenues 744,582 744,582 0 800,000
City of Carlsbad
Total Public Sources 744,582 744,582 0 800,000
Carry Over from FY2011 9,545
TOTAL INCOME 744,582 754,127 9,545 800,000
EXPENSE
Labor
Salaries 186,430 195,751 9,321 201,337
Payroll Taxes 15,309 16,074 765 16,556
Works Comp 0 3,157 3,800
Benefits 22,309 27,714 5,405 22,500
Total Labor 224,048 242,696 18,648 244,193
Promotional Programs
Advertising & Production 60,000 20,000 (40,000) 25,000
Research 5,000 5,000 0 3,500
Outside Services-Interactive Marketing 309,000 364,545 55,545 340,000
Outside Services-Group Direct Sales 60,000 50,000 (10,000) 50,000
Outside Services-Public Relations 0 -0 60,000
Travel & Entertainment 10,000 10,000 0 10,000
Dues & Subscription 9,500 10,000 500 10,000
Collateral Production & Fulfillment 37,609 26,000 (11,609) 28,000
Total Promotional Programs 491,109 485,545 (5,564) 526,500
Bulk Mail 0 -
General Administration
Bank Charges 600 1,100 500 1,157
Equipment Rental & Maintenance 4,600 4,000 (600) 3,000
Facility Repair & Maintenance 80 108 28 150
Insurance 2,300 2,400 100 2,400
Office Supplies 4,000 3,000 (1,000) 3,000
Postage 1,200 1,200 0 2,000
Taxes 45 135 90 150
Telephone 5,000 5,500 500 6,000
Professional Services (legal, audit) 6,900 5,500 (1,400) 5,600
Volunteer Program 1,000 1,000 0 1,000
Miscellaneous 900 500 (400) 150
Utilities 2,800 3,700 900 3,700
Computer Expense -900 900 1,000
Total G&A 29,425 29,043 (382) 29,307
TOTAL EXPENSE
744,582 757,284 800,000
OVER/(UNDER)
0 3,157 0
% Variance
to FY13
Forecast
7%
3%
3%
5%
-23%
1%
3 20%
-43%
4 -7%
0%
5 100%
0%
0%
7%
8%
5%
-33%
28%
0%
0%
40%
10%
8%
2%
0%
-233%
0%
10%
1%
5%
FY12 -- PROGRAM OF WORK - PROPOSED
VISIT CARLSBAD
Strategy and Tactics Ql
Timing
Q2 03 Q4 Budget Comments
Prioritize and develop market intelligence on the leisure travel segmen
Extract Carlsbad visitor information from SDCVB Visitor Profile Stud\
Expand STR subscription to include key competitive market: V
V
V V V
3,500 STR & Visitor Profile
Manage Interactive Agency Program of Work
Including pay-per-click advertising, display advertising, email
marketing, content development, social media, promotions
V V V V 340,000 Mindgruve
Manage Public Relations Program of Work V V V V 60,000 TBD
Review CTBID Grant applications and make funding
recommendations to the CTBID Board V
Board evaluation
Develop partnerships and coop advertising opportunitie:
Produce print advertising for inclusion on State and local DMO program; V
V 25,000
Manage visitor publications and fulfillmen
Evaluate how to scale back distribution cost;
Evaluate different models for providing visitor informatior
V V V V 28,000 Certified Folder Displav
Earn unpaid media exposure through public relation:
Pitch story ideas, whats new, host travel writer
Coordinate media FAMs in partnership with regional DMO:
Travel & entertainment
V
V
V
V
V
V
V
V 10,000
Contracting for Meetings Market Leads/Bookings
Interactive/email campaing for group busines; V V 50,000
Partnerships & subscriptions with regional and national tourism organization V V V V 10.000 DMAI database
Regional DMO memberships
TOTAL PROMOTIONAL PROGRAM OF WORK 526,500
Feburary 29, 2012
March 12, 2012 REV
FISCAL YEAR 2011-12
REVENUES JULY AUGUST SEPTEMBER OaOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE TOTAL BUDGET
Estimated
CTBID ASSESSMENT $78,453 $100,069 $91,129 $68,447 $63,977 $56,524 $55,725 $59,041 ^72f204 $848,445 $780,000
INTEREST EARNINGS
TOTAL REVENUE $78,453 $100,069 $91,129 $68,447 $63,977 $56,524 $55,725 $59,041 $55,460 $73,304 $72,204 $74,112 $848,445
EXPENDITURES
2% ADMIN. FEE $1,569 $2,001 $1,823 $1,369 $1,280 $1,130 $1,115 $1,181 $16,969 $16,500
CCVB CONTRACT $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $62,048 $744,576 $744,582
STAFF SUPPORT $2,549 $1,126 $304 $1,559 $389 $477 $1,386 $1,433 $1,8X9 $16,499 $16,500
CTBID GRANTS $10,000 $4,000 $5,000
$12fl35
$19,000 $20,000
MOTEL 6 REFUND
$5,000
$12fl35 $12,135
TOTAL EXPENSES $66,166 $65,175 $64,175 $64,976 $73,717 $67,655 $64,549 $64,662 $82,111 $65,333 $65,311 $65,349 $809,179
NET DIFFERENCE $12,287 $34,894 $26,954 $3,471 ($9,740) ($11,131) ($8,824) ($5,621) ($26,652) $7,971 $6,893 $8,763 $39,266
RESERVE ACCOUNT 62,677 $74,964 $109,858 $136,812 $140,283 $130,544 $119,412 $110,589 $104,968 $78,316 $86,287 $93,180 $101,943 $101,943
NOTES:
CTBID ASSESSMENT REVENUES BUDGETED TO INCREASE BY 3% (except used Hotel projections for GPR, La Costa, Park Hyatt and new Hilton)
RESERVE ACCOUNT STARTS OUT AT 62,677 IN JUNE 2011
NET DIFFERENCE IS ADDED TO RESERVE ACCOUNT
CTBID 2012/2013
FO RUnfi FT PROPOSED
REVENUES JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL MAY JUNE TOTAL BUDGET
1
CTBID ASSESSMENT 87,066 $ 110,824 $ 101,165 $ 76,926 $ 72,163 $ 64,328 $ 61,582 $ 55,849 $ 61,308 $ 79,688 $ 78,555 A 80,520 $929,976 $ 900,000
INTEREST EARNINGS
1
TOTAL REVENUE $ 87,066 $ 110,824 $ 101,165 $ 76,926 $ 72,163 $ 64,328 $ 61,582 $ 55,849 $ 61,308 $ 79,688 $ 78,555 $ 80,520 $ 929,976 $ 900,000
1
EXPENDITURES
1 2% ADMIN. FEE $ 1,741 $ 2,216 $ 2,023 $ 1,539 $ 1,443 $ 1,287 $ 1,232 $ 1,117 $ 1,226 $ 1,594 $ 1,571 $ 1,610 $18,600 $ 19,000
CCVB CONTRACT $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $ 62,048 $744,576 $ 780,000
STAFF SUPPORT $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $ 1,375 $16,500 $ 16,500
CTBID GRANTS $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $ 1,666 $19,992 S 50,000
CONTINGENCY
1
TOTAL EXPENSES $ 66,830 $ 67,305 $ 67,112 $ 66,628 $ 66,532 $ 66,376 $ 66,321 $ 66,206 $ 66,315 $ 66,683 $ 66,660 $ 66,699 $ 799,668 $ 865,500
1
NET DIFFERENCE $20,236 $43,518 $34,053 $10,299 $5,631 -$2,047 -$4,739 -$10,357 -$5,007 $13,006 $11,895 $13,821 $130,308 $ 34,500
1
RESERVE ACCOUNT $ 122,183 $ 165,701 $ 199,754 $ 210,053 $ 215,684 $ 213,636 $ 208,897 $ 198,540 $ 193,533 $ 206,539 $ 218,434 $ 232,255 $ 136,447
NOTES:
CTBID ASSESSMENT REVENUES BUDGETED TO INCREASE BY 3% (except used Hotel projections for GPR, La Costa, Park Hyatt and new Hilton)
STAFF SUPPORT AND GRANTS BUDGETED AT SAME LEVEL AS 2011-12
INCREASED CCVB CONTRACT BY 3% | | j