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HomeMy WebLinkAbout2019-01-31; Carlsbad Tourism Business Improvement District; ; Amending Visit Carlsbad ContractCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT (CTBID) AGENDA BILL AB# MTG. 01-19-176 1-31-19 RECOMMENDED ACTION: Amending Visit Carlsbad Contract CTBID STAFF GENERAL COUNSEL 1. CTBID Board consider adopting Resolution 2019-3 amending contract with Visit Carlsbad and appropriating additional funding for public relations "Colors of Carlsbad 2.0" campaign. 2. Amend Visit Carlsbad contract and appropriate additional funding for Group Incentive program. ITEM EXPLANATION: The Carlsbad Tourism Business Improvement District (CTBID) contracts with Carlsbad Convention and Visitors Bureau, a not for profit public benefit corporation ("Visit Carlsbad") to provide tourism marketing services for Carlsbad. This includes the operation of the visitor center, public relations ahd digital marketing, and group sales. Presented at Exhibit 1 is Wagstaff's "Colors of Carlsbad 2.0" proposal, a public relations campaign, scheduled to start in January 2019 and complete by May 2019 for a total cost ranging from $35,000 to $75,000. Visit Carlsbad is requesting additional funding for this campaign. After reviewing this proposal, the CTBID board should consider if they want to fund this campaign and at what level. Based on this decision, staff will amend the Visit Carlsbad contract at Exhibit 2 and appropriate the funding in the CTBID budget. At its January 16, 2019 board meeting, the CTBID Board approved an additional $50,000 to funding Visit Carlsbad's group incentive program. Included in the Exhibit 2 amendment to the Visit Carlsbad contract is the additional funding for this program. FISCAL IMPACT: The CTBID has $697,000 in reserves that is available to be appropriated to these programs. 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. Colors of Carlsbad 2.0 integrated campaign proposal 2. Resolution 2019-3 amending contract with Visit Carlsbad and appropriating additional funding for public relations campaign. A. Amendment No. 1 to Visit Carlsbad 2018-19 contract ..-i I- co I X UJ VISIT CARLSBAD FY18-19 INTEGRATED CAMPAIGN RECOMMENDATIONS .. COLORS OF CARLSBAD 2.0 ~ff;q~l~~~~ THE INSPIRATION As established in 1.0 of this activation, visual content is increasingly dominating how consumers discover products, brands, and destinations. The luxury traveler is now relying heavily on lnstagram and other social media platforms to inform their decisions when choosing a destination. How can we further position Carlsbad as the premiere destination for socially sharable moments, and position Visit California as a thought leader in the travel space 7 THE GOAL Wagstaff Worldwide recommends taking the Colors of Carlsbad to the next level in 2019 following the announcement of the partnership with Pantone, by continuing to position Carlsbad as the hottest destination for lnsta-worthy images, driving visitors to the city, engaging traditional and social media, building new content to drive visits to VisitCarlsbad.com, and offering an annual showcase of the city's diverse experiences. THE IDEA We will partner with Pantone and a more data-driven analytics partner to create the second annual Colors of Travel study, highlighting the most trend-worthy colors seen in social media. Now that the study is public, following 2018's programming, we can build excitement for the announcement of the study, by enlisting in-brand influencers to predict what they anticipate the 2019 Colors of Travel will be by using branded hashtags on social media. Once the colors are decided, Wagstaff recommends timing the announcement of the final selections to a major travel event such as the Los Angeles Travel + Adventure Show and host a branded pop-up at the trade show to bring the campaign to life among key media and trade contacts. Additionally, Wagstaff recommends a media preview FAM trip for media to post about the 2019 colors timed to launch. To drive conversion, we recommend partnering with a company such as American Express to create a marketing campaign, driving traffic from our target luxury audiences to bookable packages. CAMPAIGN DEVELOPMENT January 2019 -March 2019 • City-wide partners • "2019 Colors ofTraveln study • Update to microsite • Colorful hotel packages • Travel influencer promotion and visits WAGSTAFF WORLDWIDE I FY19 PR INTEGRATED CAMPAIGN IDEAS ---- CAMPAIGN LAUNCH April -May 2019 • Color announcement and media/trade event at Los Angeles Travel + Adventure Show • Media FAM • Additional brand partnerships 2 COLORS OF CARLSBAD 2.0 Continued ~t"~;~.~~~ MEASUREMENT During Colors of Carlsbad 1.0, our goal was to grow awareness for the destination through a partnership with global trend authority, Pantone and through top-tier media coverage. The campaign was effective at garnering significant reach for the destination. Our goal with Colors of Carlsbad 2.0 is to build upon that awareness to further hone in on our target luxury traveler and drive conversion and guest bookings at Carlsbad hotels. To accomplish this we will create a hyper-targeted digital media campaign targeting American Express Card Members where we will leverage card holder spending data to reach passionate travelers who over index in key Carlsbad offerings. BUILDING THE PROGRAM YEAR OVER YEAR Wagstaff Worldwide recommends continuing to build upon this program year over year to continue to establish Carlsbad as a must-visit beach destination and a trend-worthy destination. To keep the program fresh each year, we will continue to recommend ways we can tweak the programming to engage new audiences and drive visitors to the destination. Additionally, since the study is based upon trend, we can leverage travel trends to showcase different elements of the destination each year. For example, this year, there is an opportunity to hone in on Carlsbad's wellness offerings as we know that wellness travel continues to trend and will likely inform color selection. WAGSTAFF WORLDWIDE I FY19 PR INTEGRATED CAMPAIGN IDEAS 3 BUDGET BREAKDOWN ~Ar~;~.~~r $3SK INCLUDES Media FAM- Influencer activation Press material dei efop'ment Pitching to target media Updates to microsite : $SSK INCLUDES Media FAIV) Influencer activation Press material development Pitching to target media Pantone-Partnership Analytics firm Partnership Updates to microsite Additional brand partnerships DOES NOT INCLUDE • Pantone Partnershfp Analytics firm Partnership Am'ex Partnership Trade Show Event/ Activation DOES NOT INCLUDE Amex Partnership : Trade Show Event/ Activation >< ,_ $7SK INCLUDES ,Media FAM Influencer activation .J'ress.maferial deveJopm!!m Pitching to target media • Pantone f'artn~rship·. Analytics firm Partnership Ame?' Pa~ers~lp Trade Show Event/Activation -Additional brand partnerships WAGSTAFF WORLDWIDE I FY19 PR INTEGRATED CAMPAIGN IDEAS ----- DOES NOT INCLUDE 4 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 RESOLUTION NO. 2019-3 RESOLUTION OF THE BOARD OF DIRECTORS OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT, AUTHORIZING THE CHAIRPERSON TO EXECUTE AMENDMENT NO. 1 TO THE AGREEMENT WITH THE CARLSBAD CONVENTION AND VISITORS BUREAU DOING BUSINESS AS VISITCARLSBAD _________ _ EXHIBIT 2 WHEREAS, The City Council of the City of Carlsbad adopted Ordinance No. NS-778 enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15, 2005 thereby creating the Carlsbad Tourism Business Improvement District (CTBID); and WHEREAS, the primary purpose of the CTBID is to promote tourism and provide services to visitors to the City of Carlsbad; and WHEREAS, the City Council has authorized the Board of Directors of the CTBID to conduct the business of the CTBID in the time, place and manner that best suits the needs of the Board of Directors of the CTBID, subject to the control of federal, state and local laws governing the activities of a Business Improvement District; and WHEREAS, the City Council has provided the Board of Directors with the ability to contract for services necessary to carry out the purpose of the CTBID; and WHEREAS, the Board of Directors of the CTBID entered into an agreement on June 6, 2018 with the Carlsbad Convention and Visitors Bureau, a non-profit corporation doing business as VisitCarlsbad to promote tourism and provide services to visitors; and WHEREAS, the Board of Directors of the CTBID approved an additional $50,000 for Visit Carlsbad's Group Incentive Program at their January 16, 2019 Board meeting: and WHEREAS, Visit Carlsbad has provided an additional public relations proposal shown at Exhibit A; and NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad Tourism Business Improvement District, as follows: 1. That the above recitations are true and correct. 2. That subject to review and approval and signature of Amendment No. 1 by The Board of Carlsbad Convention and Visitor Bureau, dba VisitCarlsbad and by the 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 CTBID General Counsel, the Chairperson is hereby authorized to execute Amendment No. 1 to the Agreement between CTBID and Carlsbad Convention and Visitors Bureau to provide professional services related to tourism promotion. 3. That $ 7 5 , .o o o be appropriated from CTBID Fund Balance to Miscellaneous Professional Services for 2018-19 Public Relations. 4. That $50,000 be appropriated from CTBID Fund Balance to Miscellaneous Professional Services for 2018-19 Group Incentive Program. PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of Directors of the Carlsbad Tourism Business Improvement District on the ___]_l_day of _J_a_n_u_a_r_y ____ 2019, by the following vote to wit: AYES: Stripe, Canepa, Idris, Gray NOES:n/a ABSENT: Hughes, Rauch Clerk of the Carlsbad Tourism Business Improvement District -2- EXHIBIT 2A AMENDMENT NO. 1 TO AGREEMENT WITH CARLSBAD CONVENTION AND VISITORS BUREAU FOR PROMOTION OF TOURISM AND VISITOR SERVICES ~-4 This Amendment No. 1 is entered into and effective as of the ~ day of , !'.:\,N?"J" n , 2019, amending the agreement dated June 6, 2018 (the "Agreement") bynd between the Carlsbad Tourism Business Improvement District (CTBID), and Carlsbad Convention and Visitors Bureau doing business as Visit Carlsbad ("Contractor") (collectively, the "Parties") for tourism and visitor promotion programs and services. RECITALS A. On June 6, 2018, the Parties executed the original Agreement for professional services relating to the promotion of tourism in Carlsbad for the period July 1, 2018 through June 20, 2019; and B. CTBID chooses to fund additional public relations campaigns at a cost of $ 7 s , o o o which exceeds the amount of the FY 2018-19 contract amount by $ 15 , a a a ; and C. CTBID chooses add an additional $50,000 to the Group Incentive program which exceeds the amount of the FY 2018-19 contract amount by $50,000; and D. The Parties desire to alter the Agreement's scope of work to and fee schedule, which is attached to and incorporated by this reference as Exhibit "A".(the proposal for the campaign approved will be included in Exhibit A) NOW, THEREFORE, in consideration of these recitals and the mutual covenants contained herein, City and Contractor agree as follows: 1. In addition to those services contained in the Agreement, as may have been amended from time to time, Contractor will provide those additional services described in Exhibit "A". 2. City will pay Contractor for all work associated with those services described in Exhibit "A" in an amount not-to-exceed seventy-five thousand dollars ($75,000). 3. City will pay Contractor for the Group Incentive Program an additional amount not- to-exceed fifty thousand dollars ($50,000). 4. All other provisions of the Agreement, as may have been amended from time to time, will remain in full force and effect. 5. All requisite insurance policies to be maintained by Contractor pursuant to the Agreement, as may have been amended from time to time, will include coverage for this Amendment. City Attorney Approved Version 9/27/16 1 EXHIBIT 2A 6. The individuals executing this Amendment and the instruments referenced in it on behalf of Contractor each represent and warrant that they have the legal power, right and actual authority to bind Contractor to the terms and conditions of this Amendment. CONTRACTOR roy Wood, Visit Carlsbad Chairperson CITY OF CARLSBAD, a municipal corporation of the State of California Pro Tern Clerk of the CTBID If required by City, proper notarial acknowledgment of execution by Contractor must be attached. If a corporation, Agreement must be signed by one corporate officer from each of the following two groups: Group A Chairman, President, or Vice-President Group B Secretary, Assistant Secretary, CFO or Assistant Treasurer Otherwise, the corporation must attach a resolution certified by the secretary or assistant secretary under corporate seal empowering the officer(s) signing to bind the corporation. APPROVED AS TO FORM: CELIA At' jEWr, ~eneral Counsel BY: 1LW t--, -----~=--------Sr. Assistant General Counsel City Attorney Approved Version 9/27/16 2