HomeMy WebLinkAbout2013-01-30; Carlsbad Tourism Business Improvement District; 1-13-87; CTBID Grant RequestCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 01-13-87
CTBID GRANT REQUEST
CTBID STAFF ,
MTG. 01-30-13 CTBID GRANT REQUEST GENERAL 1/^
COUNSEL J(£^
CTBID GRANT REQUEST
RECOMMENDED ACTION:
1. Review and consider funding CTBID grant application from Cartsbad Music Festival.
2. Adopt Resolution No. 2013-1 allocating amounts to be determined to the Carisbad Music
Festival.
ITEM EXPLANATION:
In 2008, the CTBID board approved the guidelines to establish a formal grant program. The
objectives 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 collaboration 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 tourtsm partners to leverage their collective
marketing efforts.
The CTBID Board appropriated $50,000 in their 2012-13budget to fund these grants. As part of
their contract with the CTBID, the VisitCartsbad Board reviews the applications and makes
funding recommendations to the CTBID Board. The VisitCartsbad Board reviews the requests
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 VisitCartsbad Board, to date, has recommended,
and the CTBID Board has approved, funding for three of the requests for a total of $45,000. An
application has been recently received from the Carisbad Music Festival for $5,000 to improve
their website and fund out-of-region marketing efforts for their 3 day event. The VisitCartsbad
Board reviewed this application and is recommending $5,000 in funding for this grant.
The table in Exhibit 2 summarizes the 2012-13 grant requests and VisitCarisbad's
recommendations for funding.
q
FISCAL IMPACT:
The CTBID 2012-13 Budget contains an appropriation of $50,000 for CTBID Grants of which
$5,000 is still available. 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. 2013-1 allocating funding to the organizations identified.
2. Summary of CTBID Grants
3. Carisbad Music Festival grant application
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, cheryl.gerhardt@carisbadca.gov
FOR CITY CLERKS USE ONLY. • V-/7-/3 BOARD ACTION: APPROVED • CONTINUED TO DATE SPECIFIC • V-/7-/3
DENIED • CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF
WITHDRAWN • OTHER - SEE MINUTES
AMENDED •
10
EXHIBIT 2
SUMMARY OF CTBID GRANT REQUESTS
2012-13
Grant Program Objectives:
a. Fund projects or events thiat are going to increase tlie overniglit stays in liotels;
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
2011-12
Grant
Request
2011-12
Recommended
Funding
Past
Years
Funded
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. $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. 5,000
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. $ 10,000 5,000
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 Carisbad each year.
Grant money would be used to expand marketing effors to increase the number of participants. 20,000 20,000
Carlsbad Music Festival - This is an annual event that features world-class adverturous performers and
composers in the seasde vilage of Carlsbad. The 2013 event is planned for September 20-22. Grant
money would be used to improve the website and fund out of region marketing efforts.
Total $
5,000
55,000 $
tbd
45,000
EXHIBIT 3
Carlsbad Tourism Business Improvement District
GRANT APPLICATION
Submit to: Due Date June 15,2012
Carlsbad Tourism Business Improvement District
Attn: Cheryl Gerhardt
1635 Faraday Avenue
Carlsbad, CA 92008
Or Fax to 760-602-8533 or email cher\i.gerhardt{g^carlsbadca.gov
Questions? Call Cheryl Gerhardt 760-602-2753
Please complete the following application. You may attach additional pages if necessary.
Name of
Address: fD ftosC HoUn, CACLct»e>AD.
Phone: (760) S6'i'-550) Email |» nne^s^^ii><?«^He Q^Ccs\:>h^J< onurb;c
Contact U\r\c\^c^ t>%Pt(L\^Q:
si-.Vo-'. or^
Contact U\r\c\^c^ t>%Pt(L\^Q:
name phone
Federal Tax ID # or Social Security #: 2Jc ''i>^U'^^\n
Amount of Grant Request: $ tOOO
Program Description/Scope (please use additional pages if necessary but no more than
Describe your program:
5Eg ATTACt4{H-Q
HoM> will the program benefit Carlsbad tourism?
Projected # of out of town visitors \'2.oO
Projected # of overnight stays 1^ '
Applicant Background;
This applicant is a (an):
[2.Non - Profit • Local Pubiic Agency
r~| For-Profit O Individual
• other
Years in Business: lO
Number of Employees: ^3 CQ*^^-^' '^«- >
Number of Volunteers: M9. 3o
(Please attach an organization chart, if available.)
Names of Officers and Board of Directors:
Name: Title:
Experience in Program Area:
16
Financial Capabilities/Budget:
Current funding sources and levels (identify source of matching funds):
6^0 ATTA^JlSi^
Reporting Requirements:
A report on how the funds were spent will be required to be filed with the CTBID. Proof
of program expenses (ie receipts) are required to be held for two years during which time
the CTBID reserves the right to audit the records.
We agree to adhere to the reporting requirements described above. Yes
Other Requirements
Grant recipients will be required to recognize on all printed material that grant program is
funded in part by the CTBID.
Certification:
I, the undersigned, do hereby attest that the above information is true and correct to the best
of my knowledge.
Signature Title nixL^j^^^ )ate'
Grant Application Timetable
May 23,2012 Grant guidelines available
June 15,2012 Grant applications due to City office by 5 p.m.
June 2012 Grant applications reviewed
July 2012 Grant recipients announced
IIP
Carlsbad Tourism Business Improvement District
GRANT APPLIC ATION
Supplemental Materials
Program Description/Scope
Describe your program:
The Carlsbad Music Festival is an annual event that features worid-class adventurous performers
and composers in the seaside village of Carlsbad. The Festival has been praised by KPBS as
"one of the area's most innovative showcases," by the San Diego Union Tribune as "phenomenal"
and by the Los Angeles Times as "magnificently enlightening," and in 2010 won the national
ASCAP/Chamber Music America Award for Adventurous Programming and in 2012 and 2013
won prestigious National Endowment for the Arts grants.
The Festival pushes the boimdaries of genre by presenting contemporary classical music along
with creative indie-rock, folk, world music and jazz and seeks the points of intersection. In
addition, the Festival supports the creation of new music by commissioning works and enabling
cross-genre collaborations. The Festival is committed to presenting this work to a wide audience
in a manner that integrates itself within community spaces.
The Carlsbad Music Festival's unique adventurous music programming has gained it a loyal and
growing foUov^ng both in the San Diego area and of cultural tourists from outside the area. The
Festival is currently preparing to mount its 10* anniversary Festival (September 20-22, 2013),
which will feature the Village Music Walk, indoor main stage concerts and outdoor concerts in
Magee Park, as well as education programs and community outreach activities.
In 2011, the Festival underwent a major transformation as all events took place within the Village
of Carlsbad. The move was successful and drew over 2000 people to Carlsbad. The 2012 Festival
grew even larger, with attendance of 3500, including both residents of San Diego County and
cultural tourists from throughout Southem California and beyond. All events were accessible by
public transportation and all venues were vwthin easy walking distance of the hotels, restaurants
and retail centers of the seaside Village of Carlsbad.
The funding requested from the Carlsbad Tourism Business Improvement District will be used in
to strengthen the marketing of the Carlsbad Music Festival to out-of-region markets in three
ways:
1) Improve the website through a redesign, to emphasize the 'destination' aspect of
the Festival;
2) Place ads in comparable West Coast music festivals, to showcase the Carlsbad
Music Festival to interested and committed musical tourists, and
3) Fund out-of-region marketing efforts through securing the services of a freelance
publicist or marketing specialist who will focus on those markets.
How will the program benefit Carlsbad tourism'?
The 2011 and 2012 Festivals, held entirely in the Village of Carlsbad, received extensive
coverage in the Union Tribune, the North County Times, and the LA Times, as well as through
\1
national blogs and online media outlets including a tweet by Alex Ross of the New Yorker
praising the Festival's "strong line-up." As the reputation of the Festival grows within the music
community, we expect to see attendance grow at the free and ticketed events, drawing fans of
adventurous music from San Diego, throughout Southem Califomia and beyond. As the Festival
continues to grow, the City of Carlsbad will benefit from the increased economic activity
generated during the Festival (the early Fall).
In comparison, one older festival with a similar target market is the Ojai Music Festival. The
Ojai Festival occurs each year in early June, and brings in over 4000 audience members to their
yearly festival, filling the hotels and restaurants of the small town of Ojai. The Carlsbad Music
Festival is a much more recent arrival to the musical scene in Southem Califomia, but it is our
goal to grow into a regular part of the calendar for this group of affluent and sophisticated
musical tourists.
With the acclaim and buzz of past festivals, this year the Carlsbad Music Festival is poised to
dramatically increase its draw as a tourist destination, and the increased marketing enabled by a
BID grant can make this possible.
Experience in Program Area:
The Carlsbad Music Festival Leadership Team consists of Director Matt McBane, Production
Manager Clint Davis and Marketing and Development Manager Linnea Searle, The Leadership
Team will manage the implementation of the project, but we will be working closely with our
Board of Directors, local arts and business associations, and our volunteer organization. The bios
for the Festival staff are listed below.
The Carlsbad Music Festival has a strong and growing Board of Directors. We have recently
added a member with experience in managing and producing music festivals, and our newest
board member is member of the Carlsbad Village Association and works in marketing at one of
the Village hotels. The CMF also has strong ties with the Carlsbad Cultural Arts Office, Museum
of Making Music, ArtPower at UCSD, La Jolla Music Society, New Village Arts Theatre, MATA
Festival (NY), Bang on a Can (NY), Ojai Festival and other artistic and musical organizations
throughout San Diego and nationally. CMF has collaborated with each of these organization and
they have provided advice, marketing and promotional assistance, and/or volimteer help for the
previous Festivals.
Below are the bios of the Festival leadership team:
MATT MCBANE: Director
Mr McBane founded the Carlsbad Music Festival and has supervised all aspects of its operations.
He is also foimder, composer, and violinist his ensemble Build and has extensive experience with
traditional and social marketing tools for music events. For his work on the Festival, he was
selected as one of Musical America's 2012 "Rising Stars in the Performing Arts."
CLINTON DAVIS: Production Manager
Mr. Davis was added to the staff in 2010 and manages the production of the Festival. A PhD
candidate in music at the University of Califomia at San Diego, Davis also assists in artist
relations and grant writing.
LINNEA SEARLE: Marketing and Development Manager
Ms. Searle was added to the staff in 2011 to manage the marketing and development functions.
She has an MBA from the Haas School of Business at UC Berkeley and experience working as a
marketer for Nestle in Glendale, CA. She is a resident of Carlsbad.
Financial Capabilities/Budget:
The Festival has received strong support from local and national sources. In 2012, the Festival
received a prestigious Artworks Grant from the National Endowment for the Arts for $7500 and
this funding was increased to $10,000 for the 2013 Festival season. For the past several years we
have received yearly funding from the City of Carlsbad and the San Diego County Board of
Supervisors Community Enhancement Grant ($10,000 from each source). With the success ofthe
2012 Commimity Stage, funded by the Carlsbad Charitable Foundation, we are now exploring
partnerships with local businesses that will enable us to continue to offer free, large-scale
outdoor concerts.
The Festival revenue growth continues to be strong. In the 2012 season, we increased our ticket
revenue by 77%, with growth in our merchandise sales as well. We more than doubled our
individual fundraising from 2010 to 2011, and we ended 2012 with another 50% increase over
the 2011 level.
The budget for this project is as follows:
Website redesign: $2500
Full Page ad in 2013 Ojai Music Festival Program: $800
Creative costs for Ads: $200
Marketing Specialist: $1500
These expenditures will be matched by Festival from our general operating budget.
CARLSBAD
MUSIC
F E S TI VA L
Celebrating 10 years of adventurous music by the beach in 2013
wv/w.carlsbadmusicFesfival.org
"...magnificently enlighfening..." -Los Angeles Times
one area's mosf innovaf/Ve music showcases" -KPBS
Festival history at a glance:
2003: Founded by composer Matt McBane
2004: First festival
2004-present: Founding Ensemble-in-Residence/the Colder Quartet, has been a part ofthe Festival each year
2004- 2006: Festival awarded Carlsbad Cultural Arts Office Grant
2004-2010: Concerts take place In the Schulman Auditorium at the Dove Library
2004-present: Educational outreach events in Carisbad schools
2004-present: 14 commissions of new works from young composers to date
2005- present: co-presentations with the Museum of Making Music
2006: Composers Competition launched, now draws 200+ applicants from around the world
2006-2012: Recipient of San Diego County Board of Supervisors Community Enhancement Grants
2007-2009: Satellite concerts in Los Angeles
2007-2010: City of Carlsbad Cultural Arts Office: Presenting Partner
2008-present: ArtPower at UC San Diego co-commission^ Competition Winner
2009: Festival becomes a 501 (c)3 Non-Profit
2010: Winner Chamber Music America/ASCAP Award for Adventurous Programing
2010: Village Music Walk launched
2010: Production Manager Clint Davis hired
2010: Concert of works commissioned by the Festival for the Colder Quartet at the MATA Festival in New York
2011: Festival moved entirely to the Village of Carlsbad
2011: Marketing and Development Manager Linnea Searle hired
2012: Largest Festival to date with 30+ performances
2012-2013: Recipient of NEA ArtWorks grants
Past Festival Artists:
Michael Gordon, Wu Man, Sara Watkins, Sacra/Profana, Timothy Andres, Mantra Percussion, Andy Akiho, Mattson 2,
Mando Basso, Bombshell Boom Boom, San Diego Children's Choir, red fish blue fish. My Brightest Diamond,
Shara Worden, Build, Vicky Chow, Burkina Electric, Jacob Cooper, Lukas Ligeti, Sarah Kirkland Snider, Florent Ghys,
ACME, Eric Huebner, Kate Moore, Nathan Davis, Caroline Mallonn6e, Fred Frith, California E.A.R. Unit, Colder Quartet,
Daniel Wohl, Jason Treuting, Charles Punchotz, Ted Heame, Keeril Makan, Partch, Fabian Svensson, Tristan Perich,
Real Quiet, So Percussion, Christine Southworth, Evan Ziporyn, NOW Ensemble, Tom Osbourne, Ryan Corter, Judd Greenstein,
Mark Doncigers, The Section Quartet, Lucy HG, California Quartet, Peter Jocobson, Colder Quartet, Matt McBone
Village Music Walk Arrists
Timothy Andres with Matt McBane: Timo is a New York-based composer
and pianist praised by The New Yorker for "unhurried grandeur." Matt is
a composer and violinist and is the Founder of the Festival.
Andy Akiho: steel pan player and composer described as "mold-
breaking" and "vital" by The New York Times
Eric Byers: cellist of the Colder Quartet playing original compositions for
cello and electronics
Colder Quorfef: Festival Founding Ensemble-in-Residence has been called
"one of America's most satisfying- and most enterprising- quartets" by the
Los Angeles Times.
MondoBosso: Mandolin and Bass duo playing arrangements of
traditional music, new compositions, classical music, jazz and ragtime
Mantra Percussion: New York-based percussion group hailed by the New
York Times as "...finely polished...a fresh source of energy"
red fish blue fish: UCSD's acclaimed resident percussion ensemble
Sean Conway: founder of Bombshell Boom Boom and eclectic improvisor
Son de Son Diego: plays music from the southern region of Veracruz State
in Mexico known as Son Jarocho
Father Doran Shambough: St, Michael's priest and singer-songwriter
Susanna Kumer: retro and sassy singer and songwriter
Tiki Two: retro Hawaiian ukulele duo featuring Adrian Demoin and
Susanna Kurner
Jude Troxier: percussionist from Mantra Percussion
Trouble in the V^nd: Carlsbad-based folk rock with a cinematic bent
ZimBeot: San Diego-based ensemble that performs the dynamic village
music of Zimbabwe, Africa
9* Annual
Friday-Sunday
September 21-23,2012
Advenhjrous music by the beach.
CARLSBAD
MUSIC
FESTIVAL
Schedule of Events:
Friday, September 21
5:30-9:00 Vilkige Music Walk
Free, various locations in tbe Village of
Carlsbad
Saturday, September 22
12:00 Composers Iblk
Michael Gordon, Andy Akiho, Tlmofhy
Andres, and Matt McBone
Free, St. Michael's by tbe Sea
1:30 Timothy Andres, piano
$ 15, Carlsbad Village Theatre
3:00 Bombshell Boom Boom, instrument
making ckiss and performance*
Free, St Michael's by the Sea
3:00 Andy Akiho & Friends
Free, Magee Park
4K)0 Mattson 2
Free, Apogee Park
5:00 Socra/Profana with the San Diego
Children's Choir
$ JO, Sf. M/cf»oe/'s By the Sea
7:00 Wu Man & Friends
$20, Carlsbad Village Theatre
8:30 Bombshell Boom Boom March
Free, begins at Carlsbad Village Theatre,
ends at Harding Community Center
9:00 Mantra Percussion pkiys Michael
Gordon's Timber'
$15, Harding Community Center
SUNDAY, September 23
1:00 AAantra Percussion pbys Aaron
Siegd's "Science is Only a Sometimes
Friend"*
Free, Magee Por^:
2:30 Colder Quartet
$20, Carlsbad Village Theatre
4:30 Sara Wortkins with MandoBosso
Free lawn sealing; $20 priority seating,
Magee Park
* Family-friendly handson event appropriale for all ages!
Village Music Walk
Friday, September 21
Time Artist Venue
5:30pm
red fish blue fish
Program: John Cage - Trio
John Cage - Amores
Iannis Xenakis - Okho
Train Station
6:30pm Andy Akiho The Foundry @ NVA
Trouble in the Wind Spin Records
Father Doran Stombough St. Michael's by the Seo
MandoBosso It's a Grind
7:00pm Susonno Kumer The Foundry @ NVA
Son de Son Diego Spin Records
Sean Conwoy St. Michael's by the Seo
MandoBosso It's a Grind
Montro Percussion Village Train Station
7:30pm Trouble in the Wind The Foundry @ NVA
ZimBeot Spin Records
Colder Quartet St. Michael's by the Sea
MandoBosso It's a Grind
8:00pm Son de Son Diego Boxd
Sean Conwoy Giocoletti Music
Tiki Two Carlsbad Chocolate Bar
Jude Troxier Spin Records
Timothy Andres with
Matt McBone St. Michael's by the Sea
MandoBosso It's a Grind
8:30pm Trouble in the Wind Boxd
Eric B^rs Giocoletti Music
ZimBeot Carlsbad Chocolate Bar
All Music Walk events are FREE but we suggest a $5 donation
for each set to support the musicians.
Map of Venues
N
\
%
1. Boxd
2. Carlsbad Chocolate Bar
3. The Foundry @ Hew Village Arts Theatre
4. Giacolleti Music
5. It's a Grind
6. Spin Records
7. St. Michael's by the Sea
8. Village Train Station
% \ ,.x>^
Carlsbad Music Festival 2013 Operating Budget
For tlie Carlsbad Tourism Business Improvement District
January 23, 2013
2013 Projected Income
Contracted Payments
Museum of Making Music
ArtPower! Commission Fee
Foundation Grants
Hi-Noon Rotary
Copland Supplemental Fund
Government Grants
Community Enhancement
National Endowment for the Arts
Fundraising
Revenue
Total Income
2013 Expenses
Artistic
Production
Marlceting
Merchandise
Development
Insurance
Administration
Tax and Fees
Loan Repayments
Contingency
2013 Draft Budget
Itemized Category
$1,400
$1,500
$500
$2,000
$10,000
$10,000
$2,900
$2,500
$20,000
$30,000
$22,200
$77,600
$23,500
$16,000
$4,000
$1,000
$750
$1,500
$26,000
$500
$3,350
$1,000
Total Expenses $77,600