HomeMy WebLinkAbout2018-08-01; Carlsbad Tourism Business Improvement District; ; AB 08-18-166 2017-18 CTBID Grant Recipient's Final ReportsCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
AB# 08-18-166 2017-18 CTBID STAFF CW~
't CTBID Grant Recipient's
MTG. 8-1-18 Final Reports
RECOMMENDED ACTION:
Receive final reports from 2017-18 CTBID grant recipients.
ITEM EXPLANATION:
GENERAL
COUNSEL
At its 3-18-08 meeting, The CTBID board established 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 $150,000 in its 2017-18 budget to fund these grants. The
following amounts were awarded: $20,000 to In Motion Events, the producers of the Carlsbad
Marathon, $15,000 to the Carlsbad 5000, $10,000 to the Carlsbad Brewfest, $5,000 to the
Carlsbad Music Festival, $20,000 to Bike MS and $35,000 to the LPGA Kia Classic.
A requirement of the grant is that the recipient must submit a final report detailing how the money
was spent and the results of the event. Here is a summary of the results of the 2017-18 CTBID
Grants:
Date of Event # Attendees # Room Nights Grant Amount
Bike MS $20,000 October 21-22, 2017 2,500 467
Carlsbad Marathon 9,648
January 12-14, 2018 participants 312 $20,000
Carlsbad 5000 6,031
March 24 & 25, 2018 finishers 1900 $15,000
LPGA Kia Classic 28% of on-line ticket
March 19-25, 2018 43,966 purchases $35,000
Carlsbad Brewfest 896 tickets
September 9,2017 sold n/a $10,000
Carlsbad Music Festival
August 25-27, 2018 6,000 40 $5,000
Attached at Exhibits 1-6 are the final reports from each of the grant recipients.
FISCAL IMPACT:
The CTBID 2017-18 Budget contains an appropriation of $150,000 for CTBID grants. No
further appropriation is required.
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. Final report from Bike MS
2. Final Report from In Motion (Carlsbad Marathon)
3. Final Report from Competitor Group (Carlsbad 5000)
4. Final Report from the LPGA Kia Classic
5. Final Report from the Carlsbad Brewfest
6. Final Report from Carlsbad Music Festival
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.gov
-EVENT SUMMARY Over 2,500 cyclists raised $2.7 million at the 1-day 25-mile, and 2-day 100, 125, or 150 mile Bike MS Bay to Bay ride on Saturday and Sunday, October 21 & 22, 2017 from Irvine to Mission Bay in San Diego. This was the most raised for this event in 35 years!! Other riders along all four routes included employees of corporate teams, including Monster Energy Company, KTLA, FOX 5, KPMG, Wescom, LPL Financial, Fed Ex, Deloitte, Wells Fargo, and many others. In addition to cyclists, Bike MS benefited from the support of nearly 1,200 volunteers and almost 24,000 donors.
PARTICIPANT DEMOGRAPHICS •Men •Women 52% a re 30-50 yea rs old 69% ride at least 10 miles/week 60% earn more than $75,000/year
CARLSBAD HOTEL ROOM NIGHT BREAKDOWN • Sheraton Carlsbad Spa & Resort: 250 rooms nights @ $219/night • Pacific Palisades: 32 room nights@ $179/night • MarBrisa: 10 room nights @ $409/night • Carlsbad by the Sea: 25 room nights@ $129/night • Hampton Inn Carlsbad: 7 room nights @139/night • Courtyard by Marriott Carlsbad: 52 room nights@ $132/night • Hyatt House Carlsbad: 19 room nights@ $119/night • Residence Inn Carlsbad: 6 room nights@ $169/night • West Inn & Suites: 24 room nights@ $155/night • Homewood Suites Carlsbad: 8 room nights@ $170/night • La Quinta Carlsbad: 29 room nights@ $119/night • Hilton Garden Inn: 100 rooms@ $159/night TOTAL ESTIMATED REVENUE FOR CARLSBAD BASED HOTELS: $88,031 FOR APPROX. 467 ROOM NIGHTS IN ONE WEEKEND
EXPERIENCE BIKE MS VIDEO 1: https:ljwww.youtube.com/watch?v=HINWigsEJo&feature=youtu.be VIDEO 2: https://www.youtube.com/watch?v=iyVvyU 14Yi E&featu re=youtu. be VIDEO 3: www.vimeo.com/awaze/baytobay EXPOSURE/ AREAS: -Top Fundraiser & Top Teams Luncheon (400 attendees from all over the country, hosted in Irvine, CA) -Bay to Bay Website & YouTube (National Exposure) -Corporate Presentations (San Diego to Los Angeles) -Top Fund raiser Newsletter (San Diego to Los Angeles)
IHEART MEDIA CAMPAIGN iHeartRadio & KGB Endorsement Radio: May 31st, 2017 -June 25th, 2017 (4 week campaign) • 10x (:30) live endorsements M-F 6a-10a • 6x (:30) recorded endorsements M-F 10a-3p • 6x (:30) recorded endorsements M-F 3p-8p • 15x (:30) recorded endorsements S-Sun 8a-8p • 24x (:15) recorded endorsements M-Sun 6a-Midnight • 150x (:15/:30) recorded endorsements M-Sun 5a-8p via iHeartRadio streaming KGB Endorsement & iHeartRadio Digital/ Social: • 40,000 impressions via 728x90, 300x250 and 320x50 co-branded endorsement banners featuring click to register on 101KGB.com • ix co-branded home page take over with lock down banners • Inclusions in station opt in email newsletters • Endorsement support through social posts about Bob's ride (Facebook/Twitter/lnstagram) 0nsite: • 5/31 World MS Day: The Habit Burger Truck provided $5 lunch to KGB listeners, benefiting Bike MS. The event was promoted on KGB through an in-studio food drop and Habit giveaways. • 6/24 Bike MS Kick Off Rally: Station support provided by KGB at the Bike MS Kick Off Rally with a 2 Hour Station Appearance including onsite set up, tent, vehicle, promo team, music and station prizes • 10/21 Bay to Bay: Bob rode the Bike MS event and KGB set up a 2 hour onsite station appearance at the event in San Diego including a 2 Hour Station Appearance with onsite set up, tent, vehicle, promo team, music and station prizes
IHEART MEDIA CAMPAIGN Total Traffic & Weather Network: June 26th, 2017 -July 30th, 2017 (5 week campaign) • 86x (:10/:15) messages on 12 LA stations • The Bike MS message powered by Monster Energy reached 468,016 Men 35+ / 1,041,431 Adults 25+ in Los Angeles • 40x (:10/:15) traffic messages on 7 Riverside stations • The Bike MS message powered by Monster Energy reached 33,016 Men 35+ / 110,608 Adults 25+ in Riverside • 35x (:10/:15) traffic messages across 14 San Diego stations • The Bike MS message powered by Monster Energy reached 115,223 Men 35+ / 236,388 Adults 25+ in San Diego
SOCAL BICYCLIST MAGAZINE VENTURA TO BORDER
' SOCAL BICYCLIST DISTRIBUTION -VENTURA TO BORDER THANK YOO TO OUII PR£MIE!t N4TI!»IJJ. SPONSO~ Bicycling PRIM AL THANK YOO TO OUR l'ltllSEHTIHG LOCAL SPOH$1011S ra1: la Tl'fANHAIIIUCIIISOft. ~ 1 ~0:1-1 KTLA~C.W lAC..•.D.SZonu .._ .. ll'OOIS(llt -llfflaUIU -!J'OHS(lft N:E. ·"*•~.,, .. ,.,., .. ,,.,. •n--a.,, IIMWOf -n ,...~_, . ...., .......... s~ QOLl)POf<!.,... lll.c"""" j)/.ar;g!ar..:. ("~JIC ......... ~ ••• ~ w~~~~ 5turt•s~ ~~@ NOHn-.:.(t•>•C><•= m ~ ·-· --35tk ~MYY -T PRESENTED LOCALLY BY ~-ocr 21-22, 2017 s;,
EVENT PRESS RELEASE bHc,, HlR lt.,MEDI.A.Il 11£t£A.SE (on,i!!:t: Criet!inc Lc,•.~t<l PR Mon"'i.!"r, Nath>11al l,'6 S-Jci:,r.y cristine..lo,m'tonv1ilin5S.arg <il6"8]~-0J25 T,housands of Cyclists 'Wlill Ride Towanl a 'World fre,e of MS at Bike MS: Ba·y to Bay on Octo!ber 21-22 SANOl!EGO -f..-1arl!' ·,fom 2,!:...Qi.) c\1cTut!.i :5.t~ 1!:cp~L~d ta rili~ .$1 inTIHun iro-11"-Jlp ·pt.'>'Jpl2 t:tr-r~ci:~:I b\• t,1.S ::it· 3 .. :i"'" un.11tr.'il :Bike!! MS-: Bay toll!':¥,,;•,.;a on~,.a~l!l'l!ffl"19KU~'f ,.,,rrtfa 11111ltipl~ dittar.11:::i"..! t,ption!:-. Tl-~ rid'~ t~d:C!. pli!Cl!· tm SMurd.J"y, ~r.. 21 1md 5un~·J 0-.:L 22 ir-i I 11"2, •Dlrls-bart tmd an :Diego, Clllif ., amt feat:urL~ ;a ~c~r'li:.: rf.h: i!:1klQS·C.i!.frft1111b .. ~ b(iautik1I Piu:irk ~.11.Uh Ct;Qst. 11tos" mat lru:lirn,rl to pafti<:ipatl" in th" ac11J;il ride but.""" w,Jul:f like to L'1<peri1rnce liiikc t-'6: 1131• 1/J. i,ay w-.d funrlr:lliSl" for the mu~ mu l!'irjov Tt,ur r32 ·~tatit:-nar.V •,i,:.hit:h-l!'a!-:E".s pbr.e oo .Sm1tmv, O:t .. tS al! Ru."ih C"\ftlt!-C:!in~~I VilllLuf. ·par~it.i~nt~ 111 Tr.turd~ ~~fonar;-, c-.!u fono,n t~..! tlL-tual !:like-l\l1S: G:111, to Say route <Jr1 a laq;,c: $t:;fet!n '\11l1il!! t',~dirig t..'·i1 -stiJtio:11ary Ci~r.~ la hm rriu!;ir: am:! eneaut~~mL-nt &-0111 in:stru,::lor.s.. l¾k.e MS, hl~t~d ,IN the N~fi,Jml M!:.lltipfe S,j'er,:i~is So:iet.'p' .. .olltr;.1t.:h 11ei11rl11 100·,000 p;ittil.:iµo11t!. i1;J,iDhwkf~ in mine Llt3II i!0,i.di.'1. Ta,fate., B1koe MSq•r.lht!,•mlu11teer.;, spans,,,,.and dol'ILTI 1,;,-;., titiee!!,m,rc thort$1 billic'li "' p,e,:;i:,lei!l'focil'ad :II1t F.\"t':2 am lfit.~ th-.!if b,,~~li li1,1e£; &1 !.\"e'sf.Up ~,1.S in it5. tr;a:ks, rl!~Wr~ whL•·f~ :he.!!11 "ki!..1·r ~'1f1d ·t!ntf ~ .. ts ~Clrt!'.i'~f .• Bike,MS ir..:fud'e!t p~llpli!'fo.inc, .... ·m1 MS, th~ir rrirmb, f.strnrte~-~nd tu:~jg;libL"f"S, a~ VU!II im c.arp:·iratl!' 1:e~ms. oc1d 'ind1'it:Jw,1~ ·,,•h(J itr~ dri,n!n to 5U!:Jp,>:Jrt critk.:i! IMS rn~i'm:h, ~nd 11i'fe-cMt1W:mt;: ~r,.iite~ frx-petlp.~.! lilling •1.l1fh r~ICS. Pr!•:ipk! livin;; ·iNith lVts Ci!(J tll!/.1·p.tutir.iP:'.!I.L"'iu1 ''I R'kJe-,.-.,nJ, rit.S.,""::!:s~-.etttil µra.~ii'tm, sµf:ms(:,n~1lb,.i lrl<Zl~,t!'JI, te::c'Jt:liirirt.t1:mxe MS.t1•di~t-s 1i1Jir\g·,.iith 't:fn~di~~e. !Hk~ ,MS h-~upp.:.irted miitk1rmlt'l by prt?rttft!r ~fatWn~i Sµom,or.. irttludir43 P'rirni!l ~t1d llic11di111;,t i\ifag~!1ne. ~ t!'l~-nt. b µre--!a~r1t1!d ,kic~ll•1 b-t 'I lametl rs~vu~~ itnd F;/itJn.!.tt!r Eme.rgy iCort1paw1. MiEN:·SMtlr(lifv,().,:rnb<,r 2.t; lrvi"" rhfe dei"'(ls "l 7 .!lorn. IS<:•, 7.5, 'lGO·mih, iratl1'e<), C;1tl>l:md ,.klo, de'i""'-'· at 9 a.m.1,15· mii,o, mutl"); btt.h rid.:,, fir,isl, ir, Carl,bad' .... --~~O::::T::::::::::'::":~::'::":~~~~""-St1nd..1•1:, Oct-ob~r 12; P.id'e deµarts c~rbl\"Scl at 7 ti.m. (~'" w1,1ERE.: lr'vin.t!Tr.Jlir•;nxt·~on(J!J1tt~f,:!S2J.5 B,irr.Inra Pk!N'ft h1~rCl(t, Sf)"-..!tator1 Carl~ad Resort &S_µ31:S4nOGrand, Po1dfk O.tri, U'Jrlsbad_. U<1 ;:iralf Crii1Jrl '°f;;int 1:il1 r;n~~i,J111 9~·,;: 2S~nu · r,:Jut~ h!.iu-d.111 route: .:.1p1:i,.:m$". PARTICIPATION/ \'OLUl'JTEElt !lt[GISTRATION: ,,.,,_,, .. cbiieTOfinishMS.ti!nt., &ss-:sn-B'.!1 C<' f,mdraim(l!hlpf!Prl@1U1t,z.cr;g. WliY: m,.,...! MS bfings p-~t¢1t!-tt.i.get.f-lit!r iJ~ i11di~·idU:1I!. .lnd :as. ,ell~ t1:, ronqlli!r ii d1.!ffe11ge :itnd ~.n;~re ;:111 unforg!!U;:1bJ.<.! .~ce.rient~·t.1ith fti~mfs, fuinilyiimd-t:w,Wrk"B~-',nh.i'e r:1i!dhu m1Jf11!-'p' ,a 1m1k~· a diri<:!f~rrte in tlii! Iii.·~!: ,:H f.e-:l-;ile i.!ffor.tetf by lv'IS;. HASi!'ITAGS: JJb11>el,1S: rmd liDllntlustR!ide Vt.11.{lju,~I .t{ bike ~~ . .;,Ill ~l ... HASHTAGS: #9.~#Q@~li;!g#bay2bay About Mu:ltiple Sclerosis Multiple scl.erosis is an unpredictable,often disabling disease of the central n.ervoussystem that disrupts the flow of information within the brain, and between th,e brain and body. Symptoms r.an,ge from numbness and tingling to blindness and paralysis. The progress, severity and specific symptoms of MS in anyone person ·cannot yet b,e predicted, but advances in research and tre.atment ar-e leading to better unde.rstanding.and moving us closer to a world free of MS. Most people with MS are diagnosed between the .agesof20 .and 50, with at least t\votothree times more women than m~n beingdiagno.sed with the disease. MS affects more than 2.3 milli.on worldwide. About the National MS Society Th-e Soc'iety mobilize·s people and r,esourcessothat-everyoneaffe-tterl by multiple sclerosisc-an live their b·est lives aswe .stop MS in its tracks, restore wh-at has l>een lost and ,en<! MS forever. To fulfill this mission, the So-ciebJ'fundscutting-e-dge re-search, drives ch-ange through advocacy, facilitates professional education, collab-oratesw.ith MSorganization.sarount:I the world, and provides services designed to help p.eoplewith MS .3nd t.heirfamili-es move their livesforw.ard. Last year alone, through ourcompreh·ensive nationwide network, the:So:ciety devoted $12.2.2 million to help more than one million individualsconnectto the people, information and resources they need. To move closertoaworldfree of MS, the Society also invested$54 million to support more than 380 new and ongoing r·esearch projects around the world. Early and ongoingtreatmentwith an FDA.approved therapy can make a difference for people with multiple sclerosis. Learn .about your options bytalk)ngtoyour healthcare profe-ssion.al and contacting the National MSSodety at nationalMSsociety.com or 1-800-3444867. ###j tJcm.' t ,t,Ht , 'Bik.dlS
DIGITAL ADVERTISING REPORT SNAPSHOT Bay to Bay I 13,752,432 I 35,065 110 368 478 475 I $49,215.15 I $102.96 I 5/5/17 I 10/6/17 UP Over 2 million Impressions from 2016 220 MORE Conversions made in 2017 from 2016 Money Raised in 2016: $2,600,000 I Money Raised in 2017: $2,650,000 Participants in 2016: 2,389 I Participants in 2017: 2,468
EVENT BROCHURE ~MUYJ PRESENTED LOCALLY BY w..-..-• • .:,:-,r.! 0;~1T 21-22, 2017 i:'I\ dlnniu-eJLMLrg -BIKE MS: BAYTOBAY OCT 21-22, 2017 Bike Mse is more than a ride. It's an experience driven by camaraderie and marked by passion, inspiration, determination and fun. In addition, you'l( find the support we provide to be nothing short of remarkable. From food and drink to fuel everyone's journey, to mechanical and medical assistance whenever needed, we're all in it together. With volunteers cheering for your team along the way, the atmosphere is truly electric. Celebrate 35 years of Bike MS: Bay to Bay' Register today at biketofinishMS.com or call 855-372-1331 and help us reach our goal-a world free of MS. ,~--.~-~-----.1..------~-.---.-; ~--=a"".::_-_~.:::-, TMANK YOO to OUR l'illl'MIBINAl'IONAl. 5l'Ot,iSOltS PRIMAL TH.ull( YOU to OUR Pll£$EN'!ING LOCAL Sl'OIC$Qfl5 ~--lit-Sf'OH101t9' ~ 1to:1-1 KTLA~GU I.a Cu• o .. :fon'O PUINIUM Sl'CNSOa. .. -.. ,Li -!f°""'*I< -~-·---..w ... _,. ........,.,, ..... ....... 60LD ll'OrdOIK• &lCl<>WI 'f)~[llfl.( ,{•u,,1 ~Llf ~,-....... ,-...... ·' ••' • ~~~ 1111/U IPOlaOlltl, ~ ie.._~@ ---:!!:1<:u .. , ... '.;/f.1-H ~ ·-· •
EVENT POSTER T'' \\~t"~\ YT PRESENTED LOCALLY BY OCT 21-22, 2017 ---TITANIUM SPONSORS: KTLA~EW PLATINUM SPONSOR: I DIAMOND SPONSORS: N:E 'V &~,. FedEx. ....... ,_ ..... _ :~:::-.!':: --~-GOLD SPONSORS: cc&'.8'lr" ))~~egklrni u!~"-"-1 Ji·ps1 TITANIUM SPONSORS: li12:-.1 KTI.A~EW ~ La Casa Del Zorro PLATINUM SPONSOR: I DIAMOND SPONSORS: 1111111. BURGER GRI[ J:cE,, &~,. • ................ _.•f.!t~ .. ~--~-..... ,..,,, .......... ... uw_e.!:!; GOLD SPONSORS: SsCD<HAH 1)isney!anrl COUUlR .... ~,~, l~LG l~U i'i··ps1 w~~<;.9~~ SILVER SPONSORS: .. ~ _@ ~ __ L BRONZE SPONSORS: First Data. § ·!iii!m,w
RIDE GUIDES bike Bay to Bay 2017 ~~., .. !'Jllil BAY TO BAY EVENT GUIDE OCTOBER 21-22, 2017 bik• WELCOME TO THE RIDE! Thank you for joining us for the 35''" Annual Bike MS: Bay to Bay presented locally by Hansen Beverage Company and MonstEr EnErgy Company. We're glad you're joining us to share the experience and celebrate success. For three decades Bike MS has made a difference in the lives of the 51,500 affected by multiple sderosis in San Diego, Orange and Imperial Counties, and the Hawaiian Islands. Please accept our appreciation for your efforts and contributions to create a world free of MS! Directions ..... Thank You Sponsors THANK YOU TO OUR GENEROUS SPONSORS! THANK YOU TO OUR PREMIER NATIONAL SPONSORS Bicycling PRIMAL THANK YOU TO OUR PRESENTING LOCAL SPONSORS ... TITANIUM SPONSORS: lt•>:f.1 KTLA~QU ~ La Ca!!la Doi Zorro PLATINUM SPONSOR: Hillll IU!!fil.!!!!! DIAMOND SPONSORS: ACE. • G .:=.,,.;,,, ·-·-·-· ... !'.,., -O.-.V.51W1°"""9-0 ~.It§,,,.,__ @~ ,.. ,-~~c,,.,.,.,,,,., 86.ND!EGO BuslNESS JOURNAL GOLD SPONSORS: w:a """---WALSWORTH WFIM,.t• ~8Mflr" ]lsneytan~-I~'lG ~ :\"PSI WEJ..,<;;9M~ SILVER SPONSORS: ®@~ BRONZE SPONSORS: <f~rra1,i: First Data. ~ !Hurt ~/.' •.,!• rm.1/.,_ __ L § ~ ~~ "9l1iil!"° SUPPORTING SPONSORS: CA Sulphur, Ct&!oi1t&, Ol~l!d, Irvine /1.Lno Center, Oualt!P.en, l~ehab United, Sectran S!::'curity
EMAIL CAMPAIGN bike Are you a Tour de Fund raising Winner? Visit Participant Center Tour de Fundraising Winners Hot off the presses: we just pulled the Tour de Fundraising winners this momingl Yellow Jersey: 150 Club member who raised the most money-Al Basso. Polka Dot Jersey: Veteran non-150 Club member who raised the most money-Phyllis Perlroth. Email Example Link: HERE! Diamond Sponsors •HO(ATJOlllf 'YSYl!!IUS' " RIITAUUNT aHWHOUII BMWof .MUl'U'IIBTAil'k-. Stop Dreaming. Stan Driving, e.Q.E.~,.1.1, .. ,. @ SAN DIEGO BusINEss JOURNAL WwALSWORTH WFBM, ,.,. Gold Sponsors tk!LlfiLl!I ((!(Ill .lllUf~ PERFORMANCE· 8/CYCH
EVENT WEBSITE SPONSOR LISTING www.biketofinishMS.org Thank you to our local sponsors -h=.'I~)~,.,, to o-v•:Cl 7 ~po;.;~;-: ~i~e..e:: :ee!civ1, f rev ~re '.-t::re::.~= ·• ;por:~-:.ri:-? .t,~ '2C'1~ 6J\e tJS: 5~/~·= 5!:,', ;:!~~~ !.<:-·!:: ;t ~-; !er ::::~.h. Po-~·ert~ l,,:,cnllr 6•, ntnf\ium SpO,\!:iOI": Ptetin-um 5p,o.l'I.S4n:: Oiamorid Spc-ru:cu~ JJC:E. @ ~f' KTLA~C.W ~ wt C.JJ1n Oa:I Zorro -,r «'~~ S\N bii:.m !lt~JNf'.,\ JWkN,\l HWlllillll ~h ._ .......... Fed~ PD!: ~;:~t.;y]"·'•m,; WwALSWORTH Wf"BN,ll" Diamond Sponsors ACE •t.1.0C<1r/Oflll tYIYIIII' @ PERFORMANCE' BiCYctE " a11,aua&Nr aRIWHOUII SAN DlEGO BuslNESS JOURNAL BMWof .MUAR111m;rn stop Droamlfl9. Sbrl 011mg • Fed PDE;: lOt.il E;nors-y So!ut~s Elt¼C1,k.al Co1l!factors WwALSWORTH WFBM,m
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WHAT IS MS? Multiple sclerosis interrupts the flow of information between the brain and the body and it stops people from moving. Every hour in the United States, someone is newly diagnosed with MS, an unpredictable, often disabling disease of the central nervous system. Symptoms range from numbness and tingling to blindness and paralysis. The progress, severity and specific symptoms of MS in any one person cannot yet be predicted, but advances in research and treatment are moving us closer to a world free of MS. Most people with MS are diagnosed between the ages of 20 and 50, with more than twice as many women as men being diagnosed with the disease.
ABOUT THE NATIONAL MS SOCIETY MS stops people from moving. The National MS Society exists to make sure it doesn't. We help each person address the challenges of living with MS. Last year alone, through our home office and 50 state network of chapters, we devoted over $122.2 million to programs that enhanced more than one million lives. National Multiple Sclerosis Society Pacific South Coast Chapter To move us closer to a world free of MS, the Society also invested over $50.2 million to support 380 research projects around the world. Locally, the Pacific South Coast provides programs and services designed to help the 51,500 people and families affected by MS in San Diego, Orange and Imperial counties, and the Hawaiian Islands move their lives forward.
EXHIBIT 2
2018 RECAP PACKAGE
The Event
Date:
Weekend of January 12-14, 2018
Location:
Carlsbad, California
Weekend Schedule:
Friday, January 12, 2018
-Health & Lifestyle Expo
Saturday, January 13, 2018
-Kids Marathon Mile at LEGOLAND®
-Health & Lifestyle Expo
Sunday, January 14, 2018
-Tri-City Medical Center Carlsbad Marathon, Half Marathon and inaugural Surf Sun Run 5K
-Finish Line Festival
Included Events:
Marathon (26.2 miles)
Half Marathon (13.1 miles)
Surf Sun Run 5K (3.1 miles)
Kids Marathon Mile at LEGOLAND®
Health & Lifestyle Expo
Heroes Reception
VIP Finish Line Brunch
Finish Line Festival
2018 Official Charities:
The Tri-City Medical Center Carlsbad Marathon & Half Marathon works with selected nonprofit organizations who use the
event to help raise funds and much needed exposure for their organizations. This year's charities included the following
organizations:
American Association of Zoo Keepers San Diego Chapter
Angioma Alliance
DLH Foundation
Fresh Start Surgical Gifts
Huntington's Disease Society of America -San Diego
Inspire Kidz
International Bipolar Foundation
Jacobs & Cushman San Diego Food Bank
Labrador Rescuers
LHON Project at UMDF
Lupus Foundation of Southern California
San Diego Fire Rescue
Tri-City Hospital Foundation
Carlsbad is Special
The Tri-City Medical Center Carlsbad Marathon & Half Marathon is owned and produced by In Motion, Inc. Family owned
and operated and in business since 1981, In Motion, Inc., has decades of experience in producing first-class events. We offer
outstanding hands on sponsorship support. We take pride in our ability to fulfill sponsorship agreements above and beyond
the sponsor's expectations. We're passionate about what we do and it shows. Businesses who join our team of sponsors
become "part of the family."
Our Participants
2018 Participant Statistics
Average annual income:
$95,000
Age breakdown:
24 & under ................................. 7.27%
25-39 ......................................... 43.32%
40 -49 ......................................... 26.94%
50 -59 ......................................... 14.93%
60 & over .................................... 7.54%
Number of people in each area/event:
Full marathon ............................. l ,072
Half marathon ........................... 5,986
Surf Sun Run 5K ...................... : ... 590
Kids Marathon Mile ................... 2,000
Volunteers ............................ , ..... 1,800
Expo attendees ......................... 20,000
Spectators .................................. 25,000 +
Gender breakdown by event:
Full marathon:
41.75% female
58.25% male
Half marathon:
56. 79% female
43.21% male
How they register:
96.5% of participants registered online
Where they come from:
87% of participants are from California
64% of participants are from San Diego County
Marital status:
Married ...................................... 67%
Single .......................................... 20%
Divorced ..................................... 8%
Other ........................................... 5%
Education:
College degree ......................... 36%
Graduate degree ..................... 29%
Doctorate degree .................... 8%
High school diploma ................. 16%
States with Highest Representation:
(47 total states represented)
California -6,677
Arizona -142
Washington -68
Colorado -80
Texas-50
Nevada -57
Illinois-60
Oregon-52
New York-30
Countries Represented:
Australia
Brazil
Canada
China
Germany
Ireland
Israel
Kenya
Mexico
New Zealand
Romania
Taiwan
South Africa
United Kingdom
Our Sponsors & Partners:
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Tri-City Medical Center
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-LEGOLAND
ii' CALIFORNIA RE;SORT
The Shoppes ~
CdlMad ~Hilton ~ Garden Inn®
Cal'lsbad Beach CAPE REY"
CAtLIBAD
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-C:AR\..SEIAD
CBM -JANUARY 14, 2018 THU 1/11 FRI 1/12 SAT 1/13 SUN 1/14 MON 1/15 Total Total Rate Hotels BL Sold BL Sold BL Sold BL Sold BL Sold BL Sold Cape Rey Group Block 5 5 40 31 80 53 60 39 5 2 190 130 $199 Cape Rey Comp Rooms 0 0 0 2 0 3 ' 0 0 0 ·'I 0 -0 5 $0 Courtyard Carlsbad 0 0 5 1 15 17 5 3 0 0 0 21 $125 Hampton Inn Carlsbad 0 0 10 0 10 8 10 0 0 0 30 8 $129 Hilton Garden Inn (Group) 5 1 30 21 50 58 30 25 5 1 120 106 $169 Hilton Garden Inn (Comp) 0 0 0 0 0 9 0 1 0 0 0 10 $0 Holiday Inn Carlsbad 0 0 10 2 10 2 10 2 0 0 30 6 $119 Holiday Inn Express Suites 0 0 5 0 10 0 5 0 5 0 25 0 $129 Hyatt Hyatt House 2 0 2 0 10 8 10 1 0 0 24 9 $114 Hyatt Place Vista 0 0 10 0 10 1 10 0 0 0 30 1 $112 La Quinta Carlsbad 0 0 5 0 10 0 5 0 0 0 20 0 $99 Residence Inn Carlsbad 0 0 14 0 14 0 14 0 14 0 56 0 $169 SpringHill Suites Oceanside 0 0 7 0 19 0 7 0 0 0 33 0 $129 TownePlace Suites Vista 5 0 8 0 10 4 10 0 5 0 38 4 $110 West Inn & Suites 0 0 7 3 23 6 7 3 0 0 37 12 $143 TOTALS 17 6 153 60 271 169 183 74 34 3 633 312
Carlsbad 5000 Accolades ,, t~ • Internationally known as World's Fastest 5K o 45 of top 50 fastest 5Ks ever run by men have been run at Carlsbad 5000 o 19 of top 31 fastest 5Ks ever run by women have been run at Carlsbad 5000 o 17 World records have been set o Current World Records set at Carlsbad 5000 o Carlsbad 5000 held both men and women American Records for 31 years, including a World Master's record set by 41-year old Olympian Bernard Lagat o 9 American Records o 11 World Wheelchair Bests o Hundreds of Age Group Records .,.. ~· ~u ,,.. ~~~,··..,. ·· -;:iun~ '· ,,.,.;PIii ~ .. ·. ~ . ··; . -~ ..a .. ?-~;.. . s . ~ • • I • I I I
EVtnt Weekend Overview Health & Fitness Expo March 24-25, 2018 Carlsbad Village Dr. Open to the public Junior Carlsbad 5000 March 24, 2018 1,500 Children Ages 12 & Under Carlsbad 5000 March 25, 2018 6,000+ SK runners/walkers 400+ All Day 20K runners/walkers 2018 Highlights • Runners are able to earn a special First 250 Medal for finishing the top 250 in their age group e All Day 20K runners receive special swag -long sleeve tech t-shirt e All Day 20K runners have special access to All Day 20K Lounge in between their SK races • Flat, fast, and world-record breaking Elite Athlete Course • Two days of Health & Fitness Expo open to the public in the heart of Carlsbad Village , •... :,, !:,~ competttorgroup
Highlight Video http://www.runrocknroll.com/carlsbad-5000/news/2018/03/2018-carlsbad-5000-highlight-videos/ ll. . ll.•11111· ~~-. I , ... ,A~ L . ...:: . 1 ·,1 ~~ .
Carlsbad 5000 Elite Athletes 2018 Number, name, country, Bio, Birthday • 51 Kalle Berglund Sweden Kale is National record holder for 1500m Indoors, 03/11/1996 • • • • • • • • • • • • • • • • • • • 52 Nick Jensen Denmark 7 times National Champion over 800m and 1500m, 1/17/1991 53 Gebre Abadi Ethiopia Won the 2018 Carlsbad Marathon in January, 10/07/1984 54 Johan Rogestedt, Sweden Debut. Former Youth World Champion over 800m, 01/27/1993 55 Emil Blomberg Sweden Has an 8.32.27 personal best for the 3000m Steeplechase, 04/09/1992 56 Dan Nestor USA, last year Ran a 3.55 road mile in Boulder and 29.50 over 10km cross country, 7/09/1993 57 Samuel Atkin USA, NAIA Champion over 3000m and twice again over 5000m, 03/14/1993 58 Olle Hesselbjerg, Denmark 7 times national Steeplechase champion, 04/23/1990 59 El mar Engholm, Sweden National record holder for the mile indoors, 10/02/1992 60 CJ Albertson, USA, Arizona State University graduate Has a 13.50.24 best for 5000m 61 Louis Seferini, USA, Recently became the 514th American to break 4 minutes in the mile, 9/20/1991 1 Emelia Gorecka, Great Britain, 2013 European Junior Champion over 3000m, 1/29/1994 3 Jessica O'Connell, Canada, finished 4th at the Carlsbad 5000 in 2015 and has a best 5000 of 15.06.44, 2/10/1989 4 Brenda Flores Munoz, Mexico, Gold and silver medalist from the 2015 Pan Am Games and a 15.30.87 best for 5000m, 9/04/1991 5 Alycia Cridebring, USA, PB of 15.35.34 for 5000m set in Portland, 2016, 1/11/1992 6 Chelsey Totten, USA, Has a best 5000m of 15.53 set at Stanford Invitational in 2017, 11/21/1994 7 Ellie Abrahamson, USA, Triathlete was a NCAA AH-American at Wake Forest and ran 5000m best of 16.01 last year, 1/11/1995 8 Mary Alex England, USA, Has a 5K best of 16.10. Selected for the USA Triathlon Elite Development Squad, 1/03/1994 9 Natasha La Beaud, USA, Has a 5000m road best of 16.14 from the 2014 Carlsbad 5000, 8/05/1987 10 Sophie Chase, USA, Ran 16.19.77 for 5000m at the Stanford Cardinal Classic last year, 11/15/1994 11 Emily Myers, USA, A NCAA All-American at University of Nevada in the Steeplechase 2017, 05/23/1994 ll. nnr·-,~~, , ' : ~, .•. '·'. • I ~·: ...: fl ' [,_
EVent Summary & conomic Impact 35% 35% $160 $300,100 7,545 6,031 6,031 13,200 2018 economic impact estimates (*numbers are based off 2017 impact actuals) --fit;-:"' • -·. · J111111. ... , ... , :"'\~' " compet,torgroup
Marketing Budget Financial Capabilities/Budget: Marketing: TOTAL MARKETING SPEND*: $19,270 •Printing: $115 •Grassroots/Local Marketing: $3,800 •Advertising: $15,470 *This does NOT include marketing assets from other CGI properties that have no cost to the event (i.e. ads in in-house publications', emails to internal databases, social media campaigns, Series Wide promotions, etc.) Additional financial contributions, from departments other than marketing not included, but available upon request. I ' •• ~,Jail vi,: QI•.-'ll'('ltl.lQ ·1 ':~ , ~ t·,_: • 1• I
201 Funding Request Requested Amount: $15,000 Awa"rded Amount: $15,000 How Grant Money would be Spent: •Increase advertising in LA, Orange County, Nevada and Arizona •Purchase new audiences via newsletter inclusions (email lists) and dedicated e-blasts through endemic and non-endemic outlets outside of San Diego County (concentrating on all of CA, NV & AZ) •New 2018 Highlight Video for national marketing campaign •Increase the amount of paid promoted Facebook posts, Twitter posts, digital marketing and SEO •Increase the number of grassroots events attended, outside of San Diego County, attended throughout the year (5Ks, Half Marathons, Run clubs, etc ... ) •Continue online television coverage and streaming of the event If there are marketing initiatives or Target Markets Carlsbad Tourism would like to see done, CGI is willing to explore any and all marketing ideas. ~-••. :: ... ~ -~~--·.:,~!' compet1torgroup
Marketing Examples Contents: •Save the Date Promotional Cards •Posters •Promotional T-Shirt •Social Media •Facebook •Twitter •lnstagram •Website Takeover •Email Marketing •Radio/TV •Digital Advertising •Print Advertising •School Distribution •Grassroots Ambassador program ) 3310ANNUAL CARLSBAD 5000 --WORLD'S FASTEST SK--.. ~ ...... 'J2ofl·s,,w,.,w11, ,.,.tf'i1 ~'.(APt·:;!~A(),:-(:(11.t tli ~ !5{ ,-;: March 25 5K I AU DAY 20K RunRocknRoll.com/oorfsbad-5000 .. , •. ~,-· , ..... ,. 1.r.·:~,. .,;: .,,.J t ..... .,1 .... t:;.,.-~ ' •• , ~~ • I I ll~•nn·· ·• ~PIii, --:-... ii -~ -;
· 201 Collateral -Save he Dates & Posters Distribution: "-·. 20,000 ~ W0ANNUAl CARLSBAD 5000 --WORLD'S FASTEST SK--.. 'Ro-e:k..,ilcrfr q<,~,1,fVl'lt· H\;"1 '"',-),f.~L~,1_1 .. c.J):/~(1ij ii "i ~ 0 March 25 5K I All DAY 20K unRocknRoll.corn/cnrhbad-SCXX) :.lf'!-';'.:J ,J•.,.I ,• ;,;·.\4,, ,::i, (;'. ]]RD ANNUAl CARLSBAD 5000 --WORLD'S FASTEST SK--,. 7lank.w/llall.' s1r:11•nu11t [,•r-n-...... j!'::.,,\ .., J ~,\\~~lt 'ht II!:'< !~ ·~ . " •: ;,. ! ---1·~,.__ ... ..,. /H~flt;~~ :jk,~' ,. ·;: ,I , ,1 .i\~ ,;1..:.,,, ._l~ J -~~ . )~ ~· I,.~ i\t-;·ft l" • I t7'(,~ , .. _l __ ~~ ,' ur::t~fit.~H/..D!!:)(KJ 11 ,I tii ® MARCH24-25 JUNIOR CARLSBAD 5000 I 5K I ALL DAY 20K RunRocknW.com/corLbod·SOOO ,.,.. • .,. _,., ... go i-lr:-:t:A,l ,M'l":.-:: ,··.· ,·· ·,~,· .,,;..~ ,,~? ...... /,.,. --compet,torgroup
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'. . . -201 Social Media ecap Facebook Fans: In 2017, we rolled all Facebook pages into the Rock 'n' Roll Marathon Series Page, with separate Event Pages for each event. Facebook Page: 650,000 likes Carlsbad 5000 Event Page: 688 RSVP'ed and 1,200 Interested Rock ·n• Roll Morathon Serles sI1ared a linK !,larch 22 0 Race week is here! Check out the Race Weekend lnronnallon Center t! the things you need to know about race weekend! Get ready to rock Carlsbad! http:i/Dil.ly/2IJGtlm RUNROCKNROLL.COM Race Weekend Information Center -Carlsbad 5000 !.11-\R 24 Carlsbad 5000 I A Rock 'n' Roll Signature Event P1m1r,· H(;~',\$1C b\' Rock ·n' Roll Maratt\On Series ../Going,.. March 24 -r-,1arcn 25 t·M:r :1~1 iii 1101 ~.\11-11,1.i1 ~!> ,.,1 :2 01 ..:.M O Carlsbad. Calilorn,a About Discussion Below is everyll1ing you need to know to be prepared tor tne 201$ Carl ------------O O~v1d LO'.'f!i1131_ .Ju:10 H:;;.rri:: <1nd 3-.1 011,ec~ rf.J Like CJ Commom 13 Gomrn~nls 2 .,· Write-Post {.!.!l At.If\ PhotoiV!deo O Cre!llO Poll R Shore -:.:.:..:..:~· 1.'..'nif ;:r:,m-?rh::i;, 688 Went · 1.2K Interested SoeM iX.,-.,:h,.Cn;~~~~·AJS:t.\ ~o 1(1 ·Wo •~;.fa'W'o'.;fg~,sw6 Rock 'n' Roll Marathon series Febw~ry22·0 · 2018 Carlsbad 5000 Finisher Medals are here! Check out the bllng that could be hanging around your neck when you finish the racel There is a distance tor everyone-51<. 20K. and Junior Carlsbad. Check them outt http://blt.1y12onPvso OOV Dani Witi.:ow~l·J C&;;ar G~r,nort ~nd 36 <:!hr.-,rt: rb Like CJ Comment --'~ 1t CORlln'?r.ts 12 Sltftrl}~ r,:> Shnre competttorgroup
2018 Website Recap R.oc.k. w:"Rot.l h11.u1~ 1u1.vn r1:l{;J,V,I!> 1.1:wu• -.w_,,, THE WHKEllO #CARLSBAD5000 / 0 0 0 G) SCHEDULE ABOUT THE RACE CARLSBAD 5000 WORLD'S FASTEST SK A "'Raek'l-&•'Rall' SIGNATURE EVENT Jrm, 11i'. tunl u11.owie11,~ 1/111 i.:1111;,t;:ld :,-<,1t,!il rn,! \·\tflJ!rJ? ~11,;1,ii! !iK 1•1 ., r.e, !r,111, and /.Ct:olr.C f.'®t'~'<' il!Jh\ ln u,•, flilmt OI i!M.'fllt:·:,,c 1:.2trt<ni.w IUICJ \i'!IU fll/li.tllot,1:w;1•/1\l\io1Jl\1!\l-llml ViVl>'ll\.• 1h('~.ti 111111 COURSE St:,y ftl'~lf)I ,n,~.; lll/.\lOli'r,:tfrn It,::, f.1110f.i))wi,:M,I : •\OIi flvw,,1<1 Ill u It.ii l:t',l {1r,1J lll.l\111l1ltil r..,:1:;1:11 !illJl'W wht:rli 111nnM!i 'P«f!)' l/V thil l,'.1111 h/11.•1 111~'1 6r,i,~n l;m,r :,} t .U~l\ J1\t1fll~-v1 1111111 RACE WEEKEND HIGHLIGHT VIDEO Cho,.).; (j>JI j\hl hr,\\' ll'All~'l ;'Ji1 Po111v e,,, I!,":' Sqri Ill 1,.,,•l:1hi1:F Htto-: l\t!i:•kr:tl'J t\h;l,;\•t\1 -WEBSITE IMPRESSIONS , Page views: 55,212 Unique page vi·ews: 44,301 Average. time on pag~: 5A seconds ~---~-: • .,1 . H t ' :--..-. .et,torgroup
20 8 Email Marketing Examples TM T-Sh~l!li, 0.servlng oft~ P..Mrty bv !ht-s.,.,1 • , 2018 Carlsbad 5000 Participant T-Shirts lt\tr(..-!\lfln!J fltt" 20t{j C,116!>,Ji.l C!)I)() P<tH.1Cip,;nt 1-sh,rrsi Chot;k fflf N lhlft11!1at ',ll'ltl tOul1,ll.J..j 10 VV1.1(,:l<,~,d M,1rdl )~ 1"t>« f..oiil!~' r..1y ttv: S.-:.t 111~r,_,1,-,;I Uns flnl'S"r.""i'll\' ~Id C(l.)Sl.:11 t)i,r,(1-ct! •At>.tll ~~"' 1eryh;tt<nt:11;ry h) l!lillf1, 'f'it.1Jr ll'..l!llll i.ttid !Ill," tt~ ,ru_t<JI f\:t"!f:''', ,ir,.-f fqf1 :;; tll(!; )01:; (;.~/f~;Jdf,0004 REGISTER NOW Yoct 9< nn.i tnl('lrmatJct1 \/4,." 111 l'f«~ ~ ..... :1:U'll ""Alt4H+ON ~t•1lS' CARLSBAD 5000 MAR 24-25 SK Final Information I\< '1<'!'1 r><t:o •.or 1t,.~ 20it} c"'..,atl::,t1,:i.-: !}(JOO r-,n Sunci1l'/. lr\,li'U. ;.·,5. h,·m ,'f;e 11nf:Ql'lrm1 n•w .:ind uprUUl:d t<t&.•4 ~-el.eri.i il~l~i,iS ro ke!-'11 )'()11 lil t!I":' ;..r~t! fitul lnfonnatlOn; Ot)'Jr.tfo,'.!d \'QI.if flf'\llf 1nf:onn8M0 .:1/XI Wly(,bf 1111'..e 'llt!"!:'k~:nd dt:ttt':!s: fwm !he' BM:, 'tftt!!#pjf 1n10,m1111on Certt.pr 201 S R..tc• 0.s'I Sch!!dlllo: Pi!:a.':lr. 1r,:Uct: 'iUlt' t,.1 tf;'l1ew lh(• './0 IU, BIKf WfttpKf $,che:d!,lt ,t_;; lfill'(l'.i h.1t'te Ui.angt:0 fri1trt li.lS! ~l·J~I fl:lC:k•t Pitkup: Ph!'<'B<~h,,'ruJ ytJtit 10 lit 1,'l'l.i:~1 y1.,.u1 lld1 1.-;.t111t ari;:11J(H:i11i;, luij~n $.'.mndJy, 1~Ltrc.h ~-f t1i1fh \f) AU -1 Pf'.-t c-i S1/f\-J 1•1 Match 2(. •;1--ut1rl{J tl:tOA~.I ~•1,~ Vfi\l lhtt; ~'l.'1.-<l~ ;~rtdl RACE INFORMATION; 0.1Re~t0Wt1arlhl1Dlir,ql -qt...ak.-,.,/"'llcwtJ. M.&fl"'"~WH•lt\' CARLSBAD 5000 MAR 24-25 Your Ali Day 20K Medal Gue-ct. OU! h"II.'. G,ntslw1 lfh1t~.J 1n0-j.;11 ~.11t-, .,1.J It:'> t'O;J.!,t,~ lb,: I .$(k)t1 '{Qtfll be H.lf"l,,1.n' un~ All Dit)' 21JK t1l tt,e C.ltl!;t.nad 1-0t.}(i .::.n<J thi:-1 t;Nl(J ,.,.-;11 II<!" l\iY-tq'fl!) ili1XJf\!i '/il\Jt 11•'<.t:'\i,t",•.:fl Y.-"' Ct°'-i1" !fo• flfiJ!::h t111CI llar.i:> o ,,1,,; ,~!:'Y.,:,;t t.>.:r<~ rw,1 h'!,>•tv-f('s! 1h1~ p:111\• 0<1 !hi: ~: ... w, SEE YOUR MEDAL Additional funding would help purchase new lists. -· ~ .... ,...,, compefttorgroup
2018 Radio Recap ON-AIR PROMOTION: • Streaming Audio (iHeartRadio) • Streaming Audio (iHeartRadio) • Broadcast (KHTS-FM & KMYI-FM) • Total Traffic & Weather Network (LA, OC, SD) • Equinox Promotion with iHeart • 42x (:15) Promos on Channel 933 and Star 94.1 • On-Air/Online Promotional Mentions on Channel 933 and Star 94.1 through prize give-aways • 100x (:30) Promos on iHeartRadio • 50,000 Location Targeted Mobile Impressions ' l,.,'j,° "'· ', . I I -·····1~~ ., I,• i -'
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·1 i:~.,,,,_, · :~J:. ·. ••e•,tc.!(2.:_J~·-;c,, , -~·· • ';.'; , .:~ ~ ,.. ~,:' a .. s,-· -LPGA •. JJ.f'(,,:.., l,1r '.'J BRfAKfNG; ·Z'•if~-:1 lands th!:' coven~f the ( u·. ,porH si:<1!on JA: fl-\11nks fo.r the cove-rage ~-~d'.;.I !!:-""'-d· -·:i,;::;,it~,: ·ruRF MEETS SURF :~-;,it,J{,nt\.l~ ~Mtt!eeid ~t'ltl'lt.0-:,t.)f'I ·--~~.:.:-i: ------~:_=: _......., ____ _ =-=~4t .._, ____ ,_ ~~_; \···...::··· .. _....,. ~-=:":"=:. _,...,...... .. uwto \ =i:J:r:-:== i-·"~"'-... ---·· ~=--=:;--~ ~-"'-·"'""-""'"'"""'-·"""1"ft '·--'l'it.o.,., ~~;~ --... ,_ 11ikktl1901f My morning ru.i, a1e,, hute-twuter l'/ht!n ! fl;\1.'~ this view! i:;j ~.£ . •ccu'l1'l<!',\ ;iccal ••t~M.Jk!hlp ,Mocr,,r.9 "'WNiS'E-~,,1i,id !'04-,.wtif1.1l •ron "'rur,n,-1 ,1~,:,,~out ;f,;ne,s ·~-umNne-•~Pr1fl9 •:xQJn •sga, "'PlC1f1coc;.1n .:os~ irs.an1,ego •(It) •oc~Ar'l1td:.. •;MI\.IM::t "1t.1J(t,U:SI{ "i);")fl "iPQ3 ~WC11't-iiw[thdl!vt fl'bert ... ~SI'!rn ""o!d bunlcy626 811o11.mfol ~te1n•67~tMlr.!t OMG that is.~ be•ut,f,1! "*w gcatgolfod3~, I wc-u!d run more if th.n ,1,,;as 1¥!/V~n.u+ ,cx:ke\le).dnde') 1 b~l!~;e Iv-min :hi~ pie{} o••N• Diana I SportsTV :-;: ('\J.)Pl :.pc.1~-,i\1 l Follow Tacos7 Surfing? We're obsessing over @LPGA player @tiffjoh today. S3n Ol•go pro golfar T)tf.3ny .Joh ts alw.Jys up for surfing Titan) .1oh"S passion tor golf 1s cnan-engeo on~ t,y ner love ro, sun'tng Snt''S entered m ttus-wee\'$ Kia Clas-sic a1 Av1-ara 1·, ,:,-·tv •11·,1;-n, ~ :1:., t..1 .. 1 . :: i.1i-·'.~lo l Re,~-..,;,,e: l7 L11.:-s : @~:e ,I! \I-o n 1. v 11
upcoming travel feature·' LPGA Women's Network @LPGAWomen · Mar 22 The 18th hole at Aviara Golf Club is a beautiful yet tricky hole to finish on. \1\/e talked to Johnny Walker, one of the Head Professionals at the course to get his advice for strategically playing the challenging hole. '!° C)·:, :.,y, ,r,,,. Q t.l. Talking strategy for the LPGA Kia Classic's 18th ho ... voutube.coIT' v 1 B LPGA Women's Network @LPGAWomen · Mar 21 Say hello to our office for the week «:we'll be taking in this lush setting and V gorgeous views at . ~ .:., I-_(r .,,, -for the t. ,, ._, . ,. all week. If you're considering a vacation to California, tl1is place E-J. tournament are worth a visit ~.~-3G .;.-; ;.:
p"ulacrcaincrl Glad to be back c1t @parkhyattaviara for the @lpgakiadassic first found 7:44 tomorrow! #tearnPC 6 @kevincraggsgolf L(J.)d ov.;f,• ,:ommL•nrs vikingfan56 Good luck Paula, we will be cheering for you rladdcrl87 Good luck Paula. tonynix2 Stay with it, Paula. Good luck this weekend and stay dry today. b,;,kgunship Good move! snax 7 3 Go get yours PC harrison_mitch Good luck this season mricciardi2010 Put more body into it parkhyattaviara Good luck today @paulacreamerl-. amulhal195 @ryanjohnston96 00 34,933 views \10,()1!1 danicllckang Thank you to all the fans for the support this week. You guys are incredible. So much love¥ !.o,1d rn,.•rtf (o:nint~r'>tS davcpoitcvcnt Yardage book cover = putter mar.okano Danielle, nice picture a But it would be better for Danielle to look a little blggert3''!.Danielle"s presence is small8~ I want to see Danielle with a nice smile@" ¥'W May Happy to Danielle in the next gameT••• danicllckangluv Lovely sister••• •a i:::i ( f~0 V Enjoyed my first @LPGAKiaClassic and playing at the Aviara Golf Club ;,. Absolutely loved the golf course ~ Thanks to the sponsors, volunteers, the staff at Aviara and all the fans, especially the young kids for coming out to watch this week thidapajts • Follow Park Hyatt Aviara Resort thidapajts T26 this week@lpgakiaclassic i'sandiego J;carlsbad llsingha ilcallaway iltitleist "lfootjoy #lpga iaviara bjm998 Well done. Great result! coachreese24 Well played tournament alana_online It's great keyser _golf • • • 00 i;;J
The week at the @LPGAKiaClas~ic was a busy one filled with incredible ad·.•entures in the beautiful city of Carlsbad. California. Take a look at all the exciting things we did AROUND AND ABOUT while we were there! @Parkhya.ttAv1ara '.•[~·..;_ Early this morning @LPGAKiaClassic Sunrise Service, @tiffjoh performed her own song "When I Am Weak, You're Strong". What a beautiful way to start Palm Sunday! Lyle Moran @ly!emoran · lv1ar 26 Had a blast watching @ther-1iche~!e--.v;2 and @:dJriieHekang pla~1 in the @LPG.AKi.;Cla.ss(c yesterd11it in Car1sbad. The only Arnold Palmer designed course in San Diego, Aviara Golf Club. is a great one 1 womcnwithdrlvt' Wnat's your favonte club in theb~?· @!ex!· "Driver'" Easy to S-e£.I why .J! . @leJO crushrng it at today's @pumagolf •PWllshape event -:},f":;J. @lpga_tour @.,lpga1•,omensnetwork @kiamotor~usa •eyeball ::idriver ~273dverage ~'kil!edit •outfitcrnPornt .dJ8birdle:s #lp-ga i~tadasslc #\YOm~nsgolf cwornemvnhdrtve Find more exclusive content of @lexi by ki:eping up with us on @18birdiesapp ¥. pyro_9204't"'-.,_(t!~•t kiamotorsusa She's got drive chung_7679 (i1:i,\"j)@le·1i sarymarit' Hopefui!y I'll get to see you guys tomorrow. -l'V'Olunteerlrfe "'loga •k1ad.,ssk i;;J No Laying Up• @NolayingUp · Mar 27 v The vibe is much different out on the @LPGA Tour and we finally got to see it for ourselves at the ~LPGAKiaCl3s;s1c
4th Annual Carlsbad Brewf est Leadership Team: Mike Pfankuch, JR Phillips, Ken Clark Operations _Team: Lisa Rodman, Neal Stehly, Alex Klingensmith, Pat Casinelli, Beth Garrow, Jamie Hartnett, Jim Brubaker, Wendy Wiegand, Mark Ealy, Al Wanamaker, Steve Landis, Ian McDaniel, Ken Ryan, Patty Johnson, Melanie Burkholder Attendance: 1450 Breweries: 32 Sponsors: 23 Volunteers: 115 Food Vendors: 3 tt:I :x: ::r: H tJ:J H 1-:3_ -Vl
4th Annual Carlsbad Brewfest Sponsors VisitCa rlsbad .Com Hub International Welk Resort That Pizza Place Cavignac and Associates Go Pro Brubaker & Associates Law Offices of Stanley Prowse Cosmetic Social Media Labrum Wealth Management Premier Stainless SR76 Brewery Al's Cafe JR Phillips Group Harrah's SoCal Resorts Hudson Printing Wiegand Realty Waste Management Carlsbad Lifestyle Magazine Tri-City Medical Center Shea Homes Openz-it Navigation Apparel Krave Jerky Shopoff Realty Investments Booths Welk Resorts Flip It Craftworks Shirts On Tap Dave and Busters Elevate Your Passion Carlsbad Magazine
4th Annual Carlsbad Brewf est Beer and Cider Donations SR 76 Brewing New Belgium Brewing Booze Brothers Brewing Co. Firestone WaTker Brewing Co. Karl Strauss Brewing Co. Latitude 33 Brewing Co. Coronado Brewing Co. Bell's Brewery Figueroa Mountain Brewing Co. Belching Beaver Brewery Arcana Brewing Ballast Point Brewing & Spirits Absolution Brewing Co. Culver Brewing Co. Alpine Beer Co. Fall's Brewing Co. Guadalupe Brewery Ironside Brewing Co. Hess Brewing Legacy Brewing Co. Bear Republic Brewing Co. Wiseguy Brewing Co. Lost Coast Brewing Burgeon Beer Co. 2 Towns Ciderhouse Modern Times Beer Four Peaks Brewing Co. Midnight Jack Brewing Newtopia Cider Boochcraft Kombucha Black Plague Brewing Refuge Brewery Rouler Brewing Co. Other In-Kind Contributions Hudson Printing Waste Management Cosmetic Social Media Carlsbad Magazine Carlsbad Lifestyle Magazine
Income 4th Annual Carlsbad Brewf est Pre-Sales Day of Event Sale Food Vendor $ 37,385.00 1,754.00 450.00 Sponsor Fees 26,617.00 Grants 10,000.00 $76,206.00
4th Annual Carlsbad Brewf est Expense Administration Advertising/Pub Ii city City Services Entertainment Equipment Licenses/Permits Marketing Security Supplies and Cleanup $ 2,496 3,151 1,466 2,550 3,556 799 8,142 500 4,296 $26,956
4th Annual Carlsbad Brewf est Total Contribution to Charity$ 49,250 Volunteer Charity Contributions $ 6,810 AHLF $2,438 CEF $ 813 CHS Interact $ 200 TIP $ 713 CHNR Foundation $ 2,275 Bikes for the Barrio $ 371 Transfer to Charitable Purposes Budget $ 42,440 $103,000 raised since 2014!
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September 17, 2017
Carlsbad Tourism Business Improvement District
Attn: Cheryl Gerhardt
1635 Faraday Ave.
Carlsbad, CA 92008
Re: Carlsbad Music Festival Final Report/ Use of Funds Detail
Dear Committee:
EXHIBIT 6
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Enclosed please find copies of promotional materials, expense details and two maps showing
regional and national areas from where tickets to our event were purchased.
Overview
The 14th Annual Carlsbad Music Festival was a success with an estimated 6000 attendees
concentrated in the Village of Carlsbad from August 25 -August 27, 2017. The festival hub was
located on the campus of St. Michael's Church with additional activities at the adjacent Magee
Park and adjacent Army Navy Academy Chapel. The three day festival presented and hosted
internationally recognized music artists along side well known regional performers across seven
stages. Attendees enjoyed a variety of artisan vendors, food trucks and a craft beer garden in a
family friendly open space setting one half block from the' beach.
In an effort to attract out-of-region visitors the festival utilized both traditional and new media
marketing techniques. Informational mailings to our database of past attendees and
supporters was bolstered with radio advertising in the Los Angeles market. Additionally poster
and flyer distribution occurred in genre relevant locations.
Digital marketing efforts utilized internal campaigns and outside service providers to promote
the event. Multiple email blasts were sent to our national database of donors and past
attendees. Internally our team coordinated with the digital teams of the over 50 performing
artists that each maintain their own databases of fans with whom they communicate regularly
via email and multiple social media platforms. Carlsbad Music Festival is able to significantly
improve its reach by working closely with the artist teams to positively impact attendance and
increase brand awareness.
Outside service providers were engaged to manage various social media efforts. Targeted
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Facebook advertising was the primary means of digital marketing but Twitter Ads, lnstagram
posts and Google Ads were enacted as well. The targeted out of market regions include Los
Angeles, Santa Barbara and Riverside counties but due to the nature of our database a national
audience was still reached. Targeted audiences were first identified by location then narrowed
based on a variety of genre related preferences.
The festival provides both free open space concerts and indoor ticketed event. Additionally a
VIP experience is an option for attendees to purchase passes that allow them premium seating
and access to meet and socialize with performers throughout the weekend. The VIP experience
costs twice as much as a general admission pass. For 2017 50% of ticket sales were at the VIP
level and approximately½ of those were sold to persons outside of San Diego county. Attached
are two maps (one of Southern California and one national) showing VIP purchases.
While the Festival does not possess the ability to track how many nights its paid attendees
stayed in Carlsbad hotels during the event; the festival does know that passes were sold to out-
of-region consumers that reside in New York; Kansas; San Francisco; Central Mexico; Baja
California; Los Angeles County; Riverside County and Santa Barbara County. As these sales
represent 3 Day Event Passes, it is safe to assume that multiple overnight stays were required
for these ticket buyers. At this time there is no way for us to track how many nights if any are
generated by attendees that participate in only the free performances as no sales data is
collected from them. The festival is aware of no less than 40 overnight stays by internal staff,
performing artists, crew and friends of the festival.
Thank you again for your continued support and belief in the Carlsbad Music Festival. As one of
the three cultural pillar organizations of Carlsbad alongside New Village Arts and The Museum
of Making Music we are committed to presenting adventurous music by the beach and growing
our brand to reach not only the greater San Diego region but all of Southern California and
beyond.
Best reg a rd s,
~
George Tortarolo
Managing Director
george@carlsbadmusicfestival.org
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C irlsbad Music Festival
G R NT EXPENSE REIMBURSEMENT
Phrt:ography Rachel Frank $ 500.00
Gnphic Design Beau Kimbrel $ 300.00
Poters, Post Cards MGXCopy $ 927.84
Potcards MGXCopy $ 301.75
Di§tal Marketing Services Listen SD $ 560.00
WftJ Development Squarespace $ 216.00
Soda I Media Ads FB /Twitter $ 1,060.77
Autience Develop Software SSP Software $ 80.10
Posage USPO / Costco $ 285.65
LosAngeles Radio Ad Southland Pub $ 200.00
$4,432.11