HomeMy WebLinkAbout2017-04-13; Carlsbad Tourism Business Improvement District; ; VisitCarlsbad Quarterly ReportsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 04-17-139 CTBID STAFF
MTG. 4-13-17 VisitCarlsbad GENERAL
COUNSEL
QUARTERLY REPORTS
RECOMMENDED ACTION:
Receive reports and provide feedback.
ITEM EXPLANATION:
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The CTBID contracted with Carlsbad Convention and Visitors Bureau ("VisitCarlsbad") to provide
various tourism services. The contract requires VisitCarlsbad to provide the monthly reports to the
CTBID. At its February 23, 2017 meeting the CTBIB Board asked that the following most recent
month reports be a standing item on the CTBID Board meeting Agendas:
• Public Relations -Currently provided by Wagstaff
• Group Sales
• Digital Marketing (includes website traffic) -Currently provided by Civilian
• Visitor Center
Attached at the Exhbits are the reports for month ending March 31, 2017. This is an information
only item and no action is required of the CTBID.
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. Wagstaff Worldwide KPI's and Results Dashboard
2. Group Meetings Report January to March 2017
3. Civilian March 2017 Monthly Report
4. FY 2017 Visitor Center Stats
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2425, cheryl.gerhardt@carlsbadca.gov
Dashboard Results Q1 2017 , I
16 Media Visits
3 Beercation, 1 Romance, 3 Active Wellness, 9 Pet al to Plate
37 Media Placements
30% up over the monthly average of 28,5 placements in Q3 and Q4 2016
32,190,415 Impressions
20% increase over Q3's 28M but below Q4's record 101M impressions
$4,964,808 Estimated Media Value
On par with the quarterly average of USD $5 Million in CAV
Most Featured Themes:
F&B and Attractions (each 24 placements), Family Fun and Events & Festivals (each 14)
v&ir. ~carlsbad
Most Featured Properties:
Cape Rey, Park Hyatt Aviara and Omni (each 8 placements)
WAGSTAFF
WORL DWIDE
WAGSTAFF
WORLDW IDE
Hi hli hts Activit Q1 2017
JANUARY
• PLANNING: Con ducted PR team meeting in Carlsbad
• EVENTS : Developed materials for Petal to Plate campaign
• FAM'S and Visits: Prepared Beercation and Active Wellness FAMs
• MEDIA PITCHIN G: Sent Weddings, Beercation II, JetSuiteX and Cu linary development s pitches
FEBRUARY
• PLANNING: Carr ied out monthly PR t eam call; created 2016 6-month report
• EVENTS: Finalized materials for Peta l to Plate campaign
WAGSTAFF
W ORLD WID E
• FAM's and Visits: Carried out Beercation II and Active Wellness FAM's; invited to Peta l to Plate March FAMs
• PARTNERS: Set us briefing call with Sheraton Carlsbad PR team
• MEDIA PITCHIN G: Sent Petal to Plate and Spring-inspired activities pitches
MARCH
• PLANNING: Car ried out monthly PR team call; created Q1 report
• FAM's and Visits : Carried out Petal to Plate, and one individual media visits; prepared Beach Concierge overview
• MEDIA PITCHIN G: Sent Petal to Plate and Golf pitches; developed MICE pit ch
• EVENTS: Presented three Integrated Campaigns for 2017-Carlsbad, Kidifornia; Colors of Carlsbad and Petal to Plate
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