HomeMy WebLinkAbout2012-07-09; Carlsbad Tourism Business Improvement District; 07-12-80; CTBID Grant Program FY 2012-12 RecommendationsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 07-12-80
MTG. 7-9-12
DEPT. City Mgr
CTBID GRANT PROGRAM
FY 2012-13 FUNDING
RECOMMENDATIONS
CTBID STAFF QM^
GENERAL
COUNSEL
RECOMMENDED ACTION:
Adopt Resolution No. 2012-3 approving the Carlsbad Tourism Business Improvement District
(CTBID) grant funding as recommended by the VisitCarisbad Board and appropriating funds to
the organizations identified.
ITEM EXPLANATION:
In 2008, the CTBID board approved the guidelines to establish a formal grant program. The
objectives ofthe 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 collaboration within and across sectors of the tourism industry;
. Reach important travel segments such as multicultural, family and senior marl<ets;
. Strengthen the marketing capacity of our partnering organizations; and
. Combine the resources of the CTBID and its tourism partners to leverage their collective
marketing efforts.
The CTBID Board appropriated $50,000 in their 2012-13 budget to fund these grants. The grant
applications were due by June 15th. Four applications were received with funding requests
totaling $35,000. As part of their contract with the CTBID, the VisitCarisbad Board reviewed the
applications to make funding recommendations to the CTBID Board. The VisitCarisbad Board
met the week of June 18^^, to evaluate the grant requests. The requests were evaluated based
on the following:
Overall program promotes overnight stays in hotels
Program included a "hotel tie in" (ie special rate or package)
Compelling nature of the project and its potential image impact for the region
Strength of marketing and public relations plan, including partnerships
Likelihood that the project will receive publicity outside the San Diego Market
Time of year that the event occurs
As a result of their review and evaluation, the VisitCarisbad Board is recommending $20,000 in
funding for the Mercury Insurance Open. They are still considering funding for the Carisbad
5000 and the Carisbad Marathon and will bring back a recommendation in September for
those. They are not recommending funding for ArtSplash.
The table in Exhibit 2 summarizes the grant requests and VisitCarisbad's recommendations for
funding.
CTBID Board Meeting
May 23, 2012
Page 3
VIIL NEXT MEETING.
By consensus, the Board agreed to hold the next meeting on Monday, July 9, 2012, at
1:30 p.m.
By proper motion the Board Meeting of May 23. 2012, was adjourned at 1:45 p.m.
KAREN KUNDTZ, CMC
Assistant City Clerk
FISCAL IMPACT:
The CTBID 2012-13 Budget contains an appropriation of $50,000 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
Regulation 153789(b)).
EXHIBITS:
1. Resolution No. 2012-3 allocating funding to the organizations identified.
2. Summary of CTBID Grants
DEPARTMENT CONTACT: Cheryl Gerhardt. 760-602-2753, cheryl.gerhardt@carisbadca.gov
FOR CITY CLERKS USE ONLY. ,,r»r.^.r..^ n
BOARD ACTION: APPROVED • CONTINUED TO DATE SPECIFIC •
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDRAWN • OTHER - SEE MINUTES •
AMENDED •
EXHIBIT 1
1 RESOLUTION NO. 2012-3
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
2 RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT
DISTRICT, ALLOCATING CTBID GRANT FUNDING FOR
2012-13
WHEREAS, on March 18, 2008, the Board the Carlsbad Tourism Business
Improvement District (CTBID) established a grant program to fund programs and activities that
promote ovemight stays in Carlsbad; and
WHEREAS, four organizations submitted applications for CTBID grant funds; and
WHEREAS, the VisitCarisbad Board reviewed the applications and has made funding
recommendations to the CTBID Board for one organization.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors ofthe Carlsbad
Tourism Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That it hereby allocated funding in the amount of $20,000 to the Mercury Insurance
Open for the 2012 Women's Tennis Association Toumament to be held at La Costa
Resort and Spa in accordance with the Grant Guidelines.
///
///
///
///
///
///
///
///
///
///
///
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors ofthe Carlsbad Tourism Business Improvement District on the ^'^day of
C_\>dJi^ 2012, by the following vote to wit:
^AYES: S4-trpJL, ^K^r5^1>^rra^fn<^CcJcniiilC,0cLt\^ea^^^^
NOES: t^oy^^
ABSENT: tJtM^udvL
Chair
ATTEST
LORRAII
Pro Tem
Carlsbad Tourism Business Improvement District
///
///
///
///
///
///
///
///
///
///
///
///
-2-
EXHIBIT 2
SUMMARY OF CTBID GRANT REQUESTS
2012-13
Grant Program Objectives:
a. Fund projects or events that are going to increase the overnight stays in hotels;
b. Encourage the development of innovative tourism products;
c. Promote collaboration within and across sectors ofthe tourism industry;
d. Reach important travel segments such as multicultural, family and senior markets;
e. Strengthen the marketing capacity of our partnering organizations; and
f. Combine the resources of the CTBID and its tourism partners to leverage their collective marketing efforts.
Event Description
Mercury Insurance Open- Women's Tennis Association Tournament to be held at the La Costa Resort &
Spa July 14 - 22, 2012. This event will have international television coverage and Is anticipated to
attract 30,000 out of town visitors. Grant request is for TV advertising, Hispanic Marketing print and
broadcast and collateral materials and postage. This year they have a new event managing company,
Desert Champions, LLC.
2011-12
Grant
Request
2011-12
Recommended
Funding
Past
Years
Funded
$15,000+ 20,000
ArtSplash - This annual two day event is a festival of arts, food and fun held on Armada Drive in
Carlsbad. The event will take place this year September 22nd & 23rd and is expected to attract 30,000
visitors. This year they are requesting funding to redesign their website.
In Motion, Inc. - The Carlsbad Marathon is to be held January 27, 2013. This event is projected to bring
3,000-4,000 out of town visitors. Grant request is for advertising to nearby markets including Orange,
Los Angeles, Riverside and San Bernardino as well as border cities in AZ and NV. They will also promote
more race related and local activities and attractions to encourage marathoners to spend more time in
Carlsbad.
5,000
10,000 tbd
Carlsbad 5000 - The Carlsbad 5000 is a two day running event that has taken place in Carlsbad for the
past 27 years. It brings more than 20,000 runners, spectators and running fanatics to Carlsbad each
year. Grant money would be used to expand marketing effors to increase the number of participants. $ 20,000 tbd
Total $ 35,000 $ 20,000