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HomeMy WebLinkAbout2015-09-16; Carlsbad Tourism Business Improvement District; 09-15-119; Approve Appointment to VisitCarlsbad BoardCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 09-15-119 CTBID STAFF MTG. 9-16-15 Approve Appointment to GENERAL Visit Carlsbad Board COUNSEL Approve the recommendation by the Visit Carlsbad Board to appoint to its Board ITEM EXPLANATION: At its 5-21-15 meeting, the Carlsbad Tourism Business Improvement District (CTBID) Board entered into an agreement with the Carlsbad Convention and Visitors Bureau (dba Visit Carlsbad) to provide tourism promotion services for the CTBID for the period July 1, 2015 through June 30, 2016. A provision in this contract was that the CTBID Board had to approve any changes to the Visit Carlsbad Board. In a letter from Visit Carlsbad Executive Director, Sam Ross, to CTBID Board Chair, Tim Stripe, the Visit Carlsbad Board is recommending that the CTBID Board approve the appointment of Mr. Troy Wood, Director of Sales and Marketing for the Park Hyatt Aviara Resort and Spa to fill the seat vacated by Mr.Jason McLauglin, from the Park Hyatt Aviara. (See letter and Bio at attached Exhibits) FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not qualify as a project under the California Environment Quality Act ("CEQA") and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b). EXHIBITS: A. Letter dated September 16, 2015 from Visit Carlsbad Executive Director, Sam Ross, to CTBID Board Chair, Tim Stripe, recommending that the CTBID Board approve the appointment of Mr. Troy Wood, Director of Sales & Marketing for Park Hyatt Aviara and Mr. Rob Stirling, Director of Sales & Marketing at Cape Rey Resort to the Visit Carlsbad Board B. Troy Wood Bio C. Robert D. Stirling Bio D. List of Current Visit Carlsbad Board members DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, cheryl.cerhardt aC )carlsbadca.00v EXHIBIT A `carisbad September 16, 2015 Mr. Tim Stripe Chairman Carlsbad Tourism Business Improvement District City of Carlsbad 1635 Faraday Avenue Carlsbad. CA 92005 Dear Mr. Stripe, The Board of Directors of Visit Carlsbad, Carlsbad's destination marketing organization would like to put forth the names of Mr. Troy Wood, Director of Sales & Marketing for Park Hyatt Aviara and Mr. Rob Stirling, Director of Sales & Marketing at Cape Rey Resort as the replacements for Mr. Jason McLaughlin and Mr. Michael Swyney respectively, on the Visit Carlsbad board of directors. Per the agreement between the CTBID and Visit Carlsbad we ask that the CTBID board approve Mssrs. Wood and Stirling at the next CTBID meeting to be held on September 16, 2015. Thank you. Sincerely, Sam Ross Executive Director Visit Carlsbad 40U CmLCad Vdla9e Dnve Can;bad California 92008 vlsltcarlsbad.com EXHIBIT B Troy M. Wood 6628 Salt Cedar Trail, Albuquerque, NM, 87120, USA (505) 702-9631 troy.wood@hyatt.com EXPERIENCE Director of Sales and Marketing Hyatt Regency Tamaya Resort and Spa, Santa Ana Pueblo, New Mexico 2012 - Present Sales Director of the Year, Hyatt Hotels Corporation 2014 Virtuoso Best of the Best"Awards 2014 - Only U.S. hotel of any brand nominated in sustainability category For Year End 2014: • Achieved year -over -year growth in rooms revenue of 11.1% • Increased group room revenue by 26.9% and transient rate by 9.7% over 2013 • RevPar increased by 10.3% over previous year • Since 2011, achieved average rate increase of $20.84; RevPar increase of 12.3% • Total Revenue 2014 up $3.93 million compared to 2011 • 2014 GOP $ up $2.894 million compared to 2011, and GOP% at 17.3% for 2014 compared to 8.3% for 2011 • Employee Gallup engagement scores for Sales Department increased to 4.79 out of 5 for 2014 compared to 4.32 for the prior year. Responsible for all aspects of Sales and Marketing of a luxury Southwest resort including budget/P&L, revenue forecasting, developing and implementing business plans and marketing strategies, presentations and communication with ownership, supervision of sales managers, trainees, interns, and administrative staff as well as the recruitment and hiring of sales staff, training, managing and coaching sales managers in their selling process to meet company goals and maximize hotel revenues. In 2013, Catering / Events department was brought under the direction of the Sales and Marketing Director. Catering food revenues ended 2014 up $1.2 million over previous year. Catering beverage revenues finished up 25% and meeting room rental up 50% over previous year. Assistant Area Director, Sales and Marketing Grand Hyatt San Antonio & Hyatt Regency San Antonio, San Antonio, Texas, 2010 - 2012 Sales Team of the Year nominee, Hyatt Hotels Corporation 2011 Assisted in leading a sales staff of 18 to produce $70 million in annual revenues for a multi -market, multi -property operation. Key accounts range from insurance, financial and pharmaceutical industries to territorial and volume accounts. Developed and implemented annual business plan and marketing strategies, forecasting, systems training, trace setting and account profiling, report analysis, management and utilization of company sales systems and coordination of customer service requirements. Excellent customer relations, communication, presentation and organization skills as proven in selling and providing services to customer groups. Director of Catering and Events Grand Hyatt San Antonio, San Antonio, Texas 2007 - 2010 Hyatt Regency Tamaya Resort and Spa, Albuquerque, New Mexico 2004 - 2007 Hyatt Regency Jersey City on the Hudson, Jersey City, New Jersey 2002 - 2004 Director of Catering of the Year, Hyatt Hotels Corporation 2006 Catering Team of the Year, Hyatt Hotels Corporation 2005 Member of Executive Committee responsible for all short and long term planning, revenue targets. development and recommendation of $15 million divisional budget. Established business and marketing plans and objectives. Exceeded budgeted sales by 7 -10% on average in the above hotels in all areas by developing and implementing effective strategic plans and objectives for generating revenues. Responsible for monitoring sales performance of catering sales managers and administrative staff. Created and ensured quality levels were being met on a daily basis as well as enhancing overall product. Coached and counseled employees to reflect service standards and procedures. Administered all phases of the division. Associate Director of Catering Sales Hyatt Regency Reston, Reston, Virginia 2000 - 2002 Responsible for selling and servicing programs as well as contract negotiations. Duties included contract review and facilitating communication with pertinent divisions to ensure a high level of service. Hosted site inspections, maintained strong customer relationships and worked closely with support staff. Assistant Food and Beverage Director Hyatt Regency Reston, Reston, Virginia 1998 - 2000 Responsible for overseeing all hotel food and beverage operational and revenue areas including development of budget, marketing plans and objectives and managing within those approved plans. Implemented and maintained all Food and Beverage sales/marketing programs and directed the overall development of all employees. Oversaw hiring, training, empowerment, coaching and counseling, performance and salary reviews as well as directing the implementation of payroll, reports, forecasts, inventory and budget for operational departments. Responsible for resolving customer complaints as appropriate to maintain a high level of customer satisfaction and quality. Implemented operational procedures to increase guest and associate satisfaction and exercised complete quality control for both food and beverage. Coached and counseled employees to reflect company service standards and procedures by effectively interacting with people of diverse socioeconomic, cultural, disability, and ethnic backgrounds. Food and Beverage Outlets Manager, Hyatt Regency Arlington, Arlington Virginia 1994 -1998 Food and Beverage, Grand Hyatt Melbourne, Melbourne, Australia 1993 Food and Beverage, Hyatt Continental Montreux, Montreux Switzerland 1990 Food and Beverage, Hyatt Regency Perth, Perth, Australia 1988 -1989 Bachelor of Science, Virginia Polytechnic Institute and State University (Virginia Tech), Blacksburg, Virginia , USA Hotel Restaurant and Institutional Management, Institute Hotelier, Cesar Ritz, Le Bouveret, Switzerland AWARDS Sales Director of the Year - Hyatt Hotels and Resorts, 2014 Catering Director of the Year - Hyatt Hotels and Resorts, 2006 Catering Team of the Year (while Director) - Hyatt Hotels and Resorts, 2005 Manager of the Year - Hyatt Hotels and Resorts, 1994 Dual U.S. and Australian citizenship Board of Directors, San Antonio Opera, 2010-2012 EXHIBIT C ROB STIRLING 531 Paloma Ct. Encinitas, CA 92024 (619)-977-5135 rstirling@roadrunner.com SALES, MARKETING AND OPERATIONAL EXECUTIVE PROFESSIONAL PROFILE Results oriented sales, marketing, and operational executive offering distinguished performance with exceptional leadership and commitment to organizational goals and objectives. Proactive leader with the ability to attract and retain talent in a fast paced environment. Results driven entrepreneurial executive recognized for leadership and understanding of top line revenue generation balanced with the profit proposition and the need to provide outstanding service. Experienced in marketing, public relations, social media, and customer service in a luxury hospitality environment. Demonstrated success record in: • Branding and positioning • Creating value and ability to overcome objections ■ Experience with advertising and public relations agencies and direct sales efforts • Designing creative marketing campaigns to include digital and print components ■ Sales staff management and leadership • Business development with no existing customer base • Outstanding customer service and retention CORE COMPETENCIES Team and Relationship Building Profit Driven Organizational Development Account Development Market Research and Competitive Analysis Customer Relations Presentation Skills Entrepreneurial Budgeting/Forecasting Prospecting/Client Cultivation Competitive/Strategic Planning Resourcefulness HIGHLIGHTED CAREER ACHIEVEMENTS Revenue Generation — Within first year of operations, the hotel achieved a profit after debt service and real estate taxes. • Account Development — Generated 20 "A" accounts representing $4,000,000+ in revenues within the first two years of operation and doubled group room revenue within 2 years. • Market Penetration — Within 3 years, grew market share 50%. In 2014 responsible for a 67.8% increase in RevPar. • Budget/Forecasting — Managed a $4,600,000 Sales and Marketing budget to achieve maximum results in a challenging business environment. In 2014, my contributions were responsible for a revenue increase of 44.8% over prior year. • Operations — Keenly aware of all operational areas of the hotel business to include food and beverage, rooms, housekeeping, human resources and accounting. With a strong focus on service achieved a Forbes 5 Star and AAA Five Diamond rating for hotel, spa and restaurant. PROFESSIONAL EXPERIENCE The Inn at Rancho Santa Fe Director of Sales and Marketing 2012-2015 ■ Responsible for the rebranding and positioning of an 80 room Inn located in the heart of Rancho Santa, Fe, CA. The hotel opened in 1923 and most recently was owned by a family trust for the past 50 years. • Assembled the sales, marketing, catering, public relations and revenue management teams. ■ Total 2014 hotel revenues showed an increase of 44.8% compared to 2013. ■ Responsible for the marketing, business plan development and achievement of revenue budget for the 21 residential homes located at The Inn. The 2014 revenue showed an increase of 11.7%. ■ In 2013, increased residential revenue by 41.5% in first year of handling the residential market. ■ In 2014, The Inn showed an increase of 53.4% in occupancy, 9.20/6 in ADR, and 67.8% in RevPar as measured by Smith Travel Research. ■ In 2014, group room revenue was up 44.3% compared to 2013. ■ Developed the brand platform and logo with agency of record for The Inn at Rancho Santa Fe, The Spa at The Inn and Morada Restaurant. • Responsible for completion of new website, spa platform, restaurant positioning, all printed collateral and on line marketing materials. • Central point of contact with public relations agency and acted as principal point of contact for The Inn within the community of Rancho Santa Fe. ■ Direct responsibility and supervision of the CRM, SEO, PPC, and RDM campaigns and managed these key relationships with partners to include ScreenPilot, I -Sites, and Hospitality Marketing Associates. ■ Oversight of social media strategies and online reputation management with Milestone. ■ Acted as interim General Manager for 4 months and was responsible for achieving financial results and expectations in all departments and acted as the key contact with the ownership group and management company. Over the balance of the year, financial results and guest satisfaction exceeded budget and goal expectations. The Grand Del Mar, San Diego, CA Director of Sales and Marketing 2005 —2012 • Responsible for branding, advertising and website development for this $400 million resort to include The Grand Del Mar, The Villas at The Grand Del Mar, The Grand Golf Club and Addison. • Assisted in the due diligence and research for brand affiliation and advertising firm of record with the selection of Preferred Hotel Group and SK+G Advertising. • Worked closely with clients to identify needs and challenges to increase revenue opportunities. • Assembled the group, leisure and revenue management teams at the resort. • Identified competitive set, pre -opening pricing and strategic plan to position the resort firmly in the luxury market. • Developed leisure travel business plan to include inclusion in Virtuoso and American Express Fine Hotel and Resorts program within 12 months of operation. • In 2011, the resort achieved a 20% increase in total revenue in comparison to 2010. • Positioned the resort in 2012 for success in the group market with revenues +25% to same time last year. • Instrumental in providing customer feedback to continually improve the product offering. In 2012 leisure travel customer satisfaction was 92.8% and group satisfaction was 4.92 on a scale of 1-5. • Multi -property sales and marketing experience included Manchester Grand Hyatt San Diego and Whitetail Club in McCall, ID. The W San Diego, San Diego, CA Director of Sales and Marketing 2002-2005 • Responsible for the pre -opening sales, marketing and public relations of this 261-room "style" hotel in San Diego which set the trend for future development in San Diego. • Developed and supervised the implementation of a comprehensive public relations campaign which had 122 million impressions prior to opening. • Hired the entire sales, marketing, catering, conference service and revenue management teams. • Acted as central point of contact for all media inquiries. • Facilitated development of all marketing materials to include print and online components. • Worked extensively with Starwood Corporate office on positioning of resort and strategic plan to ensure financial success. • Visible with ownership and asset managers on a monthly basis to review revenues and expenses. HYATT HOTELS AND RESORTS 1989-2002 Hyatt Regency Chesapeake Bay Pre -Opening Director of Sales and Marketing Hyatt Regency La Jolla Director of Sales and Marketing Hyatt Regency Dallas Associate Director of Sales Hyatt Regency DFW Airport Sales Manager EDUCATION Bachelor of Science, Hospitality Management, East Stroudsburg University BIOGRAPHY Robert D. Stirling Rob Stirling is a passionate and committed hotel executive who possesses a strong desire for success. Rob has been involved with several high profile hotel development projects including serving as the pre -opening Director of Sales and Marketing for the Hyatt Regency Chesapeake Bay Golf Resort, Spa and Marina, The W San Diego, and The Grand Del Mar. Most recently he was instrumental in the redevelopment, renovation and repositioning of The Inn at Rancho Santa Fe. The development costs for projects in which Rob has been involved range from $60 million to $420 million. With strong ties to the San Diego Community, Rob understands the local market exceptionally well and his recent experience at both The Inn and The Grand Del Mar demonstrates a thorough understanding of the luxury market place. Rob was an integral part of The Grand Del Mar's achievement of a 5 Star rating as recognized by Forbes, the first hotel in San Diego to achieve this coveted accolade. Both The Spa and Addison Restaurant at thq Grand Del Mar received the same superior distinction shortly thereafter. Rob prides himself on his ability to relate successfully with clients, colleagues, and ownership on a daily basis. His high level of discipline and objectivity enables him to adapt to change very quickly. Rob is detailed oriented and recognized by his peers for his energy, drive, passion and simply wanting to present the best, most authentic experience for his customers. Upon earning a Bachelor of Science degree in Hospitality Management, Rob joined Hyatt Hotels and Resorts working in key management positions at The Grand Hyatt New York, Hyatt Regency DFW, Hyatt Regency Dallas, Hyatt Regency La Jolla and Hyatt Regency Chesapeake Bay until his relocation back to San Diego in 2005 to open The W San Diego. A native of Connecticut, Stirling quickly embraced California and adapted to the San Diego lifestyle with ease. On travel, he learns the lay of the land with a nice, brisk morning run. Stirling resides in Encinitas, CA with his wife KC and three children Kylie, Robbie, and AJ who is currently attending DePaul University in Chicago, IL. He is passionate about exercise, enjoys time with his family, and loves to travel. He is an avid soccer fan (playing and watching) and follows Barclays Premiere Soccer, FIFA, Champions League and The European Championships having attended matches in several locations throughout Europe. EXHIBIT D %i% carlsbad Board Member Company Address Phone Email Patsy Bock Omni Resort La Costa 2100 Costa Del Mar Road, 92011 (760) 438-9111 Director - Julie Zahner Sheraton Carlsbad Resort & Spa 5480 Grand Pacific Drive, 92011 (760) 827-2422 jzahner@sheratoncarlsbad.com Director Linda Hopkins West Inn and Suites 4970 Avenida Encinas, 92008 (760) 448-4502 Ikhopkins@westinnandsuites.com Director Janissa Reyes Carlsbad Premium Outlets 5620 Paseo Del Norte, 92008 (760) 804-9045 Janissa.Reyes@simon.com Director Julie Pastor LEGOLAND California One LEGOLAND Dr., 92008 (760) 918-5390 Iulie.pastor0e¢oland.com Director Vacant Vacant