HomeMy WebLinkAbout2017-04-13; Carlsbad Tourism Business Improvement District; ; AB 04-17-141 VOIDCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
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AB# 04-17-141 CTBID STAFF (~.Hi
MTG. 04-13-17 CTBID GRANT REQUEST GENERAL
FROM SAN DIEGO AVIATORS COUNSEL
RECOMMENDED ACTION:
1. Review and consider funding CTBID grant application from San Diego Aviators.
2. Adopt Resolution No. 2017-1 allocating amounts to be determined to San Diego Aviators.
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 tourism partners to leverage their collective
marketing efforts.
The CTBID Board appropriated $200,000 in their 2016-17 budget to fund these grants. As part
of their contract with the CTBID, the VisitCarlsbad Board reviews the applications and makes
funding recommendations to the CTBID Board. The VisitCarlsbad 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 VisitCarlsbad Board, to date, has recommended,
and the CTBID Board has approved, funding for five requests for a total of $99,000. The table
in Exhibit 2 summarizes prior funding of CTBID grants. One application has been recently
received from the San Diego Aviators for $10,000. The VisitCarlsbad Board reviewed this
application and is not recommending funding for the San Diego Aviators since they felt it did
not adequately meet the criteria. The application is included at Exhibit 3.
If the CTBID Board chooses to accept the recommendation by the VisitCarlsbad Board not to
fund the Sand Diego Aviators grant request, then no further action is necessary. If however, If
after reviewing the application and considering VisitCarlbad's recommendation the CTBID
Board would like to fund the grant request, then they can adopt Resolution 2017-1 at Exhibit 1.
FISCAL IMPACT:
The CTBID 2016-17 Budget contains an appropriation of $200,000 for CTBID Grants of which
$101,000 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 15378(b)).
EXHIBITS:
1. Resolution No. 2017-1 allocating funding to the San Diego Aviators
2. Summary of prior CTBID Grant funding
3. San Diego Aviators CTBID grant application
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2425, cheryl.gerhardt@carlsbadca.gov
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RESOLUTION NO.
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
ALLOCATING CTBID GRANT FUNDING FOR 2016-17
EXHIBIT 1
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 overnight stays in Carlsbad; and
WHEREAS, six organizations submitted applications for 2016-17 CTBID grant funds in
July 2016; and
WHEREAS, the VisitCarlsbad Board reviewed the applications and made funding
recommendations to the CTBID Board for five of the organizations which were approved by the
CTBID Board at prior meetings.
WHEREAS, one organization submitted applications for 2016-17 CTBID grant funds in
February 2017; and
WHEREAS, the VisitCarlsbad Board reviewed the application for the San Diego
Aviators and is not recommending funding for the event.
WHEREAS, the CTBID Board reviewed the application for the San Diego Aviators and
the recommendation by VisitCarlsbad and is recommending funding for the event.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
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1. That the above recitations are true and correct.
2. That the CTBID Board hereby allocates funding in the amount of ____ to the
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PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the __ day of
________ 2017, by the following vote to wit:
AYES:
NOES:
ABSENT:
ATTEST:
Barbara Engleson
Clerk of the
TIM STRIPE
Chair
Carlsbad Tourism Business Improvement District
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EXHIBIT 2 Past CTBID Grant Funding Event 2008-09 2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 Total Artsplash $ 6,664 $ 7,200 $ 4,000 $ 4,000 0 n/a n/a n/a n/a $ 21,864 Bike MS n/a n/a n/a n/a n/a n/a 10,000 20,000 n/a $ 30,000 Carlsbad 5000 n/a n/a n/a n/a 20,000 15,000 15,000 20,000 20,000 $ 90,000 Carlsbad Brewfest n/a n/a n/a n/a n/a n/a n/a 2,500 7,000 $ 9,500 Carlsbad Music Festival n/a n/a n/a n/a 0 5,000 5,000 5,000 0 $ 15,000 Carlsbad Classic (tennis) n/a n/a n/a n/a n/a n/a n/a 25,000 n/a $ 25,000 LPGA Kia Classic n/a n/a n/a n/a n/a n/a n/a 25,000 35,000 $ 60,000 La Costa Film Festival n/a n/a n/a n/a n/a 0 10,000 10,000 20,000 $ 40,000 Carlsbad Marathon 9,878 5,520 5,820 5,000 5,000 10,000 10,000 12,000 17,000 $ 80,218 New Village Arts Theatre n/a n/a n/a 0 n/a n/a n/a n/a n/a $ SD Jazz Festival n/a n/a n/a n/a 5,000 10,000 0 n/a $ 15,000 Womens Tennis n/a n/a 10,000 10,000 20,000 10,000 n/a n/a n/a $ 50,000 Total Funded $ 16,542 $ 12,720 $ 19,820 $ 19,000 $ 50,000 $ 50,000 $ 50,000 $ 119,500 $ 99,000 $ 436,582 n/a -Did not apply
EXHIBIT 3
CARLSBAD TOURISM BUSINESS IMPROVEMENT
Grant Application
01srR1cr (City of
Carlsbad
FISCAL YEAR 2016 -2017
DUE DATE JUNE 30, 2016
Please complete the following application. You may attach additional pages if necessary.
Applicant Information
Name of Applicant
Address
San Diev;o A via tors
2658 Del Mar Heights Road #199
RE(·.-.
Phone 888-774-0119 Email tamara@sandiegoaviators.com
Contact Name Tamara Sarafiianovic Contact Phone 619 -987 -1082
Federal Tax ID# or Social Security# 47-2163317
$ Amount of Grant Request $10,000
Program Description/Scope (Please use additional pages if necessary but no more than 3):
Describe your program
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The San Diego A via tors are the professional tennis team of San Diego that provides fans with unmatched
tennis competition and the most unique sports spectator experience. Comprised of the finest tennis players that
compete on the ATP and WTA tours, the Aviators battle in the World Team Tennis professional season and
play tennis that is fast paced, exciting and different than what most tennis fans are used to. The key differences
from traditional tennis event are:
* Team vs. Individual Player
* Male & Female players compete together vs. Separate matches and events
How will the program benefit Carlsbad tourism?
Our two week season in July brings the community of Carlsbad together for 8 of our home matches. Our
stadium holds 1,400 seats, 10 VIP tables and a Flight Deck that holds 50 guests. Our grass activation area serves
for General Admission, Sponsorship Boots and Food Trucks. Our tennis matches at the Omni La Costa Resort
and Spa serve the community and provide a family friendly event to bring everyone together to enjoy a
championship sports team event. In addition, our team is apart of a national league. We have 6 other national
teams that come to compete against our professional tennis players who come from all over the world and bring
their fans, friends and family to suppor them. We bring in tourists from all over the world to come and enjoy
Carls bad, CA. G
Projected # of out of town visitors 500
Applicant Background
This applicant is a (an) D Non-Profit
0 For-Profit
Projected# of overnight stays 120
D Local Public Agency
D Individual
D Other
Years in Business 4 Number of Employees 10 Number of Volunteers
(Please attach an organization chart, ifavaildble)
1635 Faraday Ave. • Carlsbad, CA 92008 • 760-602-2753 ° www.carlsbadca.gov
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Names of Officers and Board of Directors
Name Fred Luddy
Jack McGrory
Jim Ault
Tamara Sara:fijanovic
Experience in Program Area
Title Owner
Owner
General Manager
Asst. General Manager
This is our 3rd season with our current staff and we have improved the event tremendously over the years with
receiving world class players and hosting A-List celebrities at our tennis matches such as Rob Schneider, Rod
Laver, Nick Novak, James Blake, Dick Enberg, John Lloyd, David Foster and many more. Our goal is to sell
tickets to grow the game of tennis for the community and our future youth. Athletics are extremely important
and this event will grow the love for the sport.
Financial Capabilities/Budget
Current funding sources and levels (identify source of matching funds) also please detail out what the grant funds would be spent on
Current funding sources are provided by trade with sponsors or sponsorship levels providing us with funding
sources to buy equipment, rentals, staff salaiy, etc. Trade includes food, transportation, clothing. We would use
the grant funding for advertisment in the City of Carlsbad to help promote our event and inform residents of
Carlsbad who the San Diego A via tors. We currently need funding for a marketing and advertising campaign.
We would like to money to create flyers to send to Carlsbad zip codes and provide more advertisement at the
Omni La Costa. We also need filming equipment to better serve our promotional videos so we can involve our
community in these videos for our social media to keep our fans involved.
Reporting Requirements
A report on how the funds were spent and number of room nights generated 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~ No 0
Other Requirements
Grant recipients will be required to recognize on all printed material that grant program is funded in part by
theCTBID.
Certification
I, the undersigned, do hereby attest that the above information is true and correct to the best of my knowledge.
Title
Assistant General Manager
Date
02/21/2017
1635 Faraday Ave. , Carlsbad, CA 92008 • 760-602-2753 • www.carlsbadca.gov
Cheryl Gerhardt
From:
Sent:
To:
Subject:
Hi Cheryl,
Tamara Sarafijanovic <tamara@sandiegoaviators.com>
Monday, February 27, 2017 10:26 AM
Cheryl Gerhardt
Re: CTBID Grant
Sorry for the delay, I had to speak to my marketing team to make sure I have the information correct.
Here is how we will spend marketing money to bring in out oft owners to Carlsbad.
$2,000-Advertisements in Inside Tennis, Tennis Magazine and Sunset Magazine, all nationally distributed magazine to
tennis players in the United States
$5,000-Commercial cost for nation wide channels, ESPN & Tennis Channel. This commercial will not only advertise our
tennis team, but the Omni La Costa Resort & Spa Commercial campaign targeting tennis fans nation wide to attend San
Diego Aviators tennis match at beautiful La Costa Omni in Carlsbad, CA.
$2,000 -Google & Facebook Marketing Campaigns. Advertising our team through internet channels in the United States
to draw them to San Diego
$1000 -BNP Tennis Event -Palm Springs, CA. Outreach to tennis fans in the Palm Springs area to attend San Diego
Aviators event during the summer. "Escape the heat. Enjoy a cool night of tennis in Carlsbad.
Thank you,
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1 Tamara Sarafijanovic 1-'==--J-· Assistant General Manager & Player Services Coordinator
! San Diego Aviators WlT 1 i tip: 888-774-0110ext.103 m 619-987-1082
: w: www.sandiegoaviators.com e: tamara@sandiegoaviators.com
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