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Home My WebLink About2019-04-10; Carlsbad Tourism Business Improvement District; ; Tourism Marketing Services ProposalCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT AGENDA BILL AB# 04-19-178 MTG. 4-10-19 Tourism Marketing Services Proposal RECOMMENDED ACTION: Review Visit Carlsbad proposal and direct staff accordingly. ITEM EXPLANATION: CTBID STAFF GENERAL COUNSEL ,..., A 0 (IJ<v Since the inception of the Carlsbad Tourism Business Improvement District (CTBID), the CTBID Board has contracted with Carlsbad Convention and Visitors Bureau 501 C-6 corporation (dba Visit Carlsbad) to provide tourism marketing services for Carlsbad. The scope of those services have included operation of the visitor center, web site development and administration, print and internet advertising, public relations and various other tourism marketing activities identified in the contract for that fiscal year. The Visit Carlsbad Board has developed the 2019-20 proposed budget and program of work presented at Exhibit 1. The CTBID Board should receive the report and discuss the proposal. Following the discussion, if the CTIBD Board would like to contract with Visit Carlsbad to provide these services for 2019-20, the CTBID Board should direct staff to bring back the contract for adoption at the next Board meeting FISCAL IMPACT: For the fiscal year 2019-20, projected revenues for the CTBID are estimated at $1,360,000. The total payment for these proposed services for the twelve-month period is $1,284,500. The CTBID has a fund balance of $697,000. 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. Proposed budget and program of work for tourism promotion services from Visit Carlsbad for the period July 1, 2019 through June 30, 2020. A. Visit Carlsbad planned tradeshows for 2019-20 DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cheryl.gerhardt@carlsbadca.us WSI~ b d EXHIBI T 1 cars a. Actual to Date Proposed DMO $ Chng OMO % Chng FY19 Budget CT81DFY20 btwn FV19 and btwn FY19· Budlet FYZO FY20 INCOME Public Sources CTBID Revenues 933,924 1,088,000 3% Advertising Revenue 19 Reserve Fund I (1) TOTAL INCOME $933,943 (53,600) -4% EXPENSE LABOR Salaries Officers 74,834 102,439 2,499 2.5% Direct Labor Visitor Services Mgr 28,951 39,566 965 2.5% Visitor Services Coord. 10,738 1,456 (9,264) -86.4% (6) Volunteer -Paid 687 1,195 (805) -40.2% Director of Marketing 61,700 84,460 2,060 2.5% Director of Group Sales 73,490 86,909, 2,120 2.5% Sales Coordinator -Part Time 3,324 16099 (1) 0.0% Direct Labor -Total $178,889 $229,686 (4,925) -2.1% Employee Benefits 44,569 60,000 10,000 20.0% Works Comp 2,083 4,000 0 0.0% Payroll Taxes 19,593 28,200 4,700 20.0% Group Sales Bonus 10,000 0.0% Total Labor $319,967 $414,324 12,273 2.9% PROMOTIONAL PROGRAMS Advertising & Production Winter/Spring Ad Campaign 65,406 156,000 0 0.0% (3) Fall Ad Campaign 0 Total Advertising Campaigns $156,000 Research 9,785 10,000 1,000 Outside Svcs-Digital Mktg 180,764 250,000 Outside Svcs-Public Relations 92,713 190,000 80,000 Outside Svcs-Website Maintenance 2,388 PR Integrated Campaigns 19,613 (75,000) Total Outside Services $295,479 5,000 Travel & Entertainment 5,330 200 Dues & Subscription 7,448 0.0% Collateral Prod. & Fulfillment 727 (500) -20.0% Public Relations Events 3,810 0.0% Total Promotional Programs $387,985 5,700 0.9% DMD FY2020 Budget DRAFT v2.0 1/&l r.l b d cars a GROUP DIRECT SERVICES Technology Memberships/Dues Group Incentive Sponsorship/Partnership Marketing/ Advertising Meeting Planner FAMs Site Inspections Total FAM/Site Visits Travel & Entertainment Tradeshows Group Direct Services -Total GENERAL ADMINISTRATIVE Bank Charges Equipt. Rental & Malnt. Facility Repair & Maint. General Liability Ins. Office Supplies Postage Taxes Telephone Professional Services Volunteer Program Miscellaneous Utilities Computer Expense Office/General Adm in Exp Tota/G&A Unapplied Cash Bill Pymt Exp TOTAL EXPENSE OVER/(UNDER) NOTES: (1) $12Sk from grants. $75k grant recommendation d (2) Group Incentive to be ~by<;G:-~~0\1(\ I ~\-C..l.QJ (3) Funding for 1 ad campaign (4) Reduced tradeshows to 9 form 18 (5) WW includes Coe & P2P programs (6) Coordinator position moving to weekends only Actual to Date Proposed 0MO$Chn1 FV19 Budget CTBIDFYZO btwn FY19 and Budpt FYZO 6,107 9,000 2,000 934 1,000 23,000 50,000 (50,000) 34,000 19,000 (16,000) 725 10,000 (16,100) 5,441 27,000 (23,000) 3,427 5,000 5,000 8,867 1,985 10,000 69,785 50000 22,000 $145,403 $181,000 (120,100) 54 500 (489) 2,326 3,200 0 255 300 100 878 1,000 (100) 1,648 2,000 (700) 3 100 (SO) 10 150 40 7,017 10,000 0 5,300 7,000 1,263 1,000' (800) 2,409 1,026 (974) 2,320 2,400 0 4,074 2,000 (2,000) 250 $27,808 $30,676 $ (4,971) -$8 $881,156 $1,28~500 $ (107,100) (52,787) 71,500 DMO FY2020 Budget DRAFTv2.0 OMO " Chng btwn FY19- FY20 28.6% 0.0% -50.0%, (2) -45.7% -61.7% -46.0% 0.0% -30.6% (4) -39.9% -49.4% 0.0% 50.0% -9.1% -25.9% -33.3% 36.4% 0.0% 0.0% -44.4% -48.7% 0.0% -50.0% -13.9% -7.7% FY2020 --PROGRAM of WORK for LEISURE MARKETING and GROUP SALES -DRAFT VISIT CARLSBAD Timing VC Strategy and Tactics Q1 Q2 Q3 Q4 Budget Comments Manage digital marketing agency and Social Media " " PPC, navtive, programmatic, display, email, SEO Lead Generation for Meetings Market and Events " " Group leads/site visits/FAMs/marketing/tradeshows Develop two advertising campaign -Fall/Winter '19 " " Manage Public Relations Program of Work " " Including PR events/programs, media FAMs, active pitching Travel and FAM costs: Approximately 12 national media trips " " 12 drive market travel vouchers, 1 national trip for deskside meetings Partnerships & subscriptions with regional/national tourism orgs. " " Association memberships Prioritize and develop market intelligence on the leisure travel segment " STR subscription and Carlsbad Visitor Profile Travel & Entertainment " " Manage visitor publications and fulfillment " " Visitor center maps TOTAL MARKETING/SALES PROGRAM OF WORK " " " " " " " " " " " " " " " " " " 250,000 Digital Marketing 181,000 Group Direct and Events 156,000 Advertising Campaign 190,000 Public Relations 15,000 In-house 9,000 In-house 10,000 STR Report 6,500 2,000 $819,500 OMO FY2020 Budget DRAFT v2.0 4/8/2019 Planned Tradeshows for 2019-2020 DATE EVENT LOCATION DMO Proposed JUL Destination West TBD $5,500 AUG Connect Marketplace TBD $5,500 SEP Meetings Today West TBD $5,000 OCT Meetings Today Golf TBD $5,000 DEC Amex Interaction TBD $3,000 JAN IPEC TBD $6,500 MAR Incentive Live TBD $5,500 APR HelmsBriscoe ABC TBD $6,500 MAY Smart Meetings West Natl TBD $7,500 TOTAL $50,000 NOTE: The tradeshow schedule is dynamic and may change during the course of the year.