HomeMy WebLinkAbout2012-05-23; Carlsbad Tourism Business Improvement District; 05-12-77; Approve Annual Budget CTBIDCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
05-12-77
Approve the Annual Report of the
Carlsbad Tourism Business V1DIU 5> lArr
MTG. 5-23-12 Improvement District GENERAL
COUNSEL
DEPT. CITY MGR
RECOMMENDED ACTION:
Adopt Resolution No. 2012-1 approving the Annual Report ofthe Carlsbad Tourism Business
Improvement District (CTBID) and submit the report to the City Coundi for approval at a June
2012 meeting.
ITEM EXPLANATION:
!n accordance with Section 36533 ofthe California Struts and Highways Code, the CTBID
Advisory Board is required to present an annual report for City Council's review and approval for
each fiscal year for which assessments are to be levied and collected to pay the costs for the
improvements and activities described In the report. This report is to contain:
• Any proposed changes to the boundaries of the CTBID.
• The activities to be provided for that fiscal year.
• Estimate of the cost of providing those activities (ie budget)
• The method and basis of levying the assessment.
• The amount of any surplus or deficiency revenues to be carried over from the previous
year.
• The amount of any other contributions
Staff has prepared the attached report (included as an attachment to Exhibit 1) which is includes
the above items.
Staff recommends that the Board approve the attached report for presentation to the City Council.
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 153789(b)).
EXHIBITS:
1. Resolution No. 2012-1, Approve Annual Report
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, chervl.aerhardt @carisbadca.aov
EXHIBIT 2
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RESOLUTION NO. 2012-1
A RESOLUTION OF THE BOARD OF DIRECTORS OF THE ADVISORY
BOARD OFTHE CARLSBAD TOURISM BUSINESS IMPROVEMENT
DISTRICT (CTBID) OF THE CITY OF CARLSBAD, CALIFORNIA, TO
APPROVE THE ANNUAL REPORT
WHEREAS, the CTBID was formed in accordance with the California
Govemment Code Parking and Business Improvement Area Law of 1989 (Sections
36500, et Seq. ofthe Streets and Highways Code), and
WHEREAS, Section 36533 of the Code requires the CTBID Advisory
Board to present an annual report to the City Council's for their review and approval for
each fiscal year for which assessments are to be levied and collected to pay the cost for
the improvements and activities described in the report; and
WHEREAS, an Annual Report has been prepared for the 2012-13 fiscal
year, and
WHEREAS, the Board of Directors of the Carfsbad Tourism Business
Improvement District wishes to approve the Annual Report; and
WHEREAS, the Board of Directors of the Carisbad Tourism Business
Improvement District wishes to submit the report to the City Counci! for approval; and
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors ofthe
Cartsbad Tourism Business Improvement District of the City of Carisbad, Carifornia, as
follows:That the above recitations are true and correct.
1. That the Annual Report shown at Exhibit A is approved in its enfirety
by the Board of Directors of the Carisbad Tourism Business Improvement District.
2. That the approved Annual Report of the Carisbad Tourism Business
Improvement District will be presented to the City Council for their approval at a June
2012 meefing.
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PASSED, APPROVED AND ADOPTED at a regular meefing of the Board of
Directors ofthe Carlsbad Tourism Business Improvement District ofthe City of Carlsbad
held on the ^^3*^^ day of . 2012 by the following
vote, to wit:
AYES: vSi-U^^ (lo<.^^a.^ KXcjU.du.^ ^6ur:^
NOES: Mcme.
ABSENT: "^^^rra^ ^ ^leJo^.n^^ Vl^cnrAi .cJ C
TIM STRIPE.
ATTEST:
L(3RRAINE WOO!
Pro Tem cilerK of
Carisbad Tourism Business Improvement District
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FY12 -- PROGRAM OF WORK - PROPOSED
VISIT CARLSBAD
strategy and Tactics
Prioritize and develop market intelligence on the leisure travel segmen
Extract Carlsbad visitor information from SDG/B Visitor Profile Stud^
Expand STR subscription to include key competitive market:
Manage Interactive Agency Program of Work
Including pay-per-click advertising, display advertising, email
marketing, content development, social media, promotions
Timing
Ql Q2 03 04
V V V V
V V V V
Budget Comments
3,500 STR & Visitor Profile
340,000 Mindgruve
Manage Public Relations Program of Work 60,000 TBD
Review CTBID Grant applications and make funding
recommendations to the CTBID Board
Develop partnerships and coop advertising opportunitie:
Produce print advertising for inclusion on State and local DMO program:
Manage visitor publications and fulfillmen
Evaluate how to scale back distribution cost;
Evaluate different models for providing visitor informatior
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
Contracting for Meetings Market Leads/Booking;
Interactive/email campaing for group busines;
Partnerships & subscriptions with regional and national tourism organization
Regional DMO memberships
TOTAL PROMOTIONAL PROGRAM OF WORK
Board evaluation
V V V V
V V V V
V V
V V V V
25,000
28,000 Certified Folder Display
10,000
50,000
10.000 DMAI database
526,500
Feburary 29, 2012
March 12, 2012 REV