HomeMy WebLinkAbout2016-07-27; Carlsbad Tourism Business Improvement District; ; Draft Monthly Report RequirementsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT {CTBID)
AGENDA BILL
AB# 07-16-136 CTBID STAFF
MTG. 7-27-16 GENERAL
Draft monthly report requirements COUNSEL
RECOMMENDED ACTION:
Review draft monthly report requirements and provide feedback.
ITEM EXPLANATION:
I'
cc:~
The Carlsbad Tourism Business Improvement District contracts with Visit Carlsbad to provide
tourism marketing services for Carlsbad. This includes the operation of the visitor center, public
relations, group sales and digital marketing. Included in the contract between Visit Carlsbad and
the CTBID (on file with City Clerk) for FY 2017 is the requirement that Visit Carlsbad provide the
CTBID with monthly reports. These monthly reports are to include various metrics on Digital
Marketing, Public Relations, Group Sales, Visitor Center, CTBID Grants and occupancy.
'
To ensure that the CTBID Board is receiving the requested information in the format and detail
preferred, staff has reviewed the reporting requirements with Visit Carlsbad. Attached at Exhibit 1
is a summary requested information, the sources identified for this data, the responsible person to
provide the data and the date the data is available. Prior to first report being issued (which will be
in August 2016) the CTBID Board asked to review the draft report so that they could provide
feedback. Feedback provided by the CTBID Board will be incorporated into the report.
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:
1. Draft monthly report requirements and sources of information
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, cheryl.gerhardt@carlsbadca.gov
Monthly Reporting Requirements EXHIBIT 1
Day of
month data
Information to be provided Source of Information: Provided By: available
VisitCarlsbad Profit and Loss by Month P & L Report Sam Ross 7th
Minutes from Visit Carlsbad Board meetings Minutes Sam Ross 7th
Smith Travel Research data which includes key competitive markets Smith Travel Research Sam Ross 20th
Public Relations:
Articles written including publication name and circulation Media Results (p. 8) Wastaff 15th
Number media visits and of travel writers Individual Visits (p. 5) Wastaff 15th
Number of press releases media pitches Wastaff 15th
Media marketplace events and press trips attended Media Missions (p. 6) Wastaff 15th
Group Sales
Number of leads generated and sent out to hotels Tamara to provide Tamara 7th
Number of leads converted to definites Tamara to provide Tamara 7th
Trade shows attended and number of contacts made Tamara to provide Tamara 7th
Digital Marketing
Campaigns run including dates and cost ii. Civilian Monthly Report . Civilian 15th
Number of bookings made Civilian Monthly Report Civilian 15th
Number of emails sent Civilian Monthly Report Civilian 15th
Website traffic Civilian Monthly Report Civilian 15th
Grant Funded Events
Number of requests Final Report by Grantee Cheryl Gerhardt 7th
Number of attendees Final Report by Grantee Cheryl Gerhardt 7th
Rooms booked Final Report by Grantee Cheryl Gerhardt 7th
Visitor Center
Number of visitors US and foreign Visitor Center Report Sam Ross 7th
Number of emails from Contact us on website Visitor Center Report Sam Ross 7th
Number of phone calls received Visitor Center Report Sam Ross 7th
Number lodging referrals Visitor Center Report Sam Ross 7th
Number of volunteer hours Visitor Center Report Sam Ross 7th
CTBID Data
Assessment Revenue collected by month CTBID Monthly Fin Rpt Cheryl Gerhardt 7th
Occupancy rate by month CTBID Monthly Fin Rpt Cheryl Gerhardt 7th
CTBID Budget to Actual by month CTBID Monthly Fin Rpt Cheryl Gerhardt 7th
TOT Revenue by Month