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HomeMy WebLinkAbout2008-10-14; Carlsbad Tourism Business Improvement District; MinutesCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT (CTBID) BOARD MINUTES October 14, 2008 3:00 p.m. 1635 Faraday Avenue, Room 173B Carlsbad, CA /. CALL TO ORDER: 3:05 p.m. Chair April Shute called the meeting to order at 3:05 p.m. //. ROLL CALL: The Chair took roll call and all six Directors were present. ///. (C) APPROVE MINUTES OF AUGUST 26. 2008 MEETING Mr. Cima made a motion, seconded by Mr. Stripe, to approve the minutes of the August 26, 2008 meeting. Motion carried unanimously. IV. (C) STAFF REPORT 1) Financial Report Mrs. Gerhardt presented a staff report to update the Board members on financial activity that has transpired since the previous meeting. (The PowerPoint slide presentation is attached to these minutes.) Financial Highlights include: • Jan-July CTBID revenue is up 10% over prior year • Room count has increased 12% over last 8 months • Average Occupancy rate last 12 months =61% • Current year contingency $220,000 • Unbudgeted reserves $390,000 • Total number of hotel rooms 3,635 2) CTBID Grant Update Mrs. Gerhardt gave an update of the CTBID grants. There is $23,000 remaining in the current fiscal year budget for CTBID grants. The following timeline will be used for the next round of grant applications: • October 15, 2008 Grant guidelines available • December 15, 2008 Grant applications due to City office by 5 p.m. • Jan/Feb 2009 Grant applications reviewed CTBID Board Meeting Minutes October 14, 2008 Page 2 February 2009 Grant recipients announced V. AB10-08-35 FEEDBACK ON REINT REINDERS & ASSOCIATES REPORT Mrs. Gerhardt presented feedback from the hotels related to the Reint Reinders & Associates (RR&A) report. • The RR&A report was sent to CTBID members on September 2 (42+ properties) • Feedback requested by October 1 • Seven responses received • Themes of responses received: - Support of CCVB - Lack of funding to CCVB - Too much money spent on studies - Lack of action by CTBID Board Ms. Howard -Jones was disappointed in the lack of responses. Mr. Cima stated that he appreciated the feedback but felt it was a light response. Mr. Cima encouraged the Board to move forward and to consider the comments made when making its decision. VI. AB10-08-36 AB10-08-36 REINT REINDERS & ASSOCIATES REPORT Reint Reinders of Reint Reinders & Associates (RR&A) presented their report on how they think the CTBID Board should proceed with the current funding levels. (The PowerPoint slide presentation is attached to these minutes.) The following is a summary of RR&A's recommendations: • The CTBID should devote $350,000 to a focused marketing campaign, over and above the $450,000 that is currently devoted to the CCVB programs. • The CTBID should focus on the family and leisure market. • The campaign should target southern California, Arizona and Las Vegas markets. • The CTBID should include CCVB in the development and delivery of the marketing program. This work should have oversight from Reint Reinders and Associates. • Reint Reinders and Associates will return in November with a detailed marketing plan that will be developed by RR&A, a marketing company, and a committee of marketing experts from the hotel industry in CTBID Board Meeting Minutes October 14, 2008 PageS Carlsbad, including CCVB. In addition, an estimated return on investment will be presented and an outline of the 2009-10 budget. RR&A requested that the Board authorize them to spend up to $10,000 of the $350,000 for services to be provided by Mindgruve (http://www.mindqruve.com/) in developing the marketing and branding plan. The board discussed the plan and received public input from: • Nancy Nayudu supported the inclusion of the CCVB in the marketing plan. She also questioned the need to develop a new marketing plan since one was developed by CCVB some time ago. • Rick Smock - does not feel that the CTBID needs any advice from RR&A, Kurt Burkhart does a fine job, and we don't need to duplicate work already done by CCVB. • Norine Sigafoose - is very angry and disappointed with the CTBID Board, questioned the hiring or RR&A without a search or RFP process, suggested that RR&A is not needed, suggested that RR&A is making recommendations that will result in RR&A making additional money from the CTBID, said that the CCVB should have gotten all of the CTBID money, that the CCVB and Kurt Burkhart should have been hired by the CTBID at the start, and that the CCVB Board should have been the CTBID Board. • Randy Chapin - Was pleased to see CCVB and the CTBID beginning to come together. Supported moving forward with the plan as proposed, and has no issues with RR&A or their work. Mr. Canepa made a motion, seconded by Mr. Stripe, to authorize RR&A to develop the detailed marketing plan, to work with an ad hoc advisory committee made up of the key marketing people from the hotels in Carlsbad and Legoland, and to return with the plan by late November 2008. The Board also authorized the use of up to $10,000 in funds, if necessary, to compensate the marketing company, Mindgruve, for its work on developing the detailed marketing plan. Motion carried unanimously. VII. DISCUSSION ITEMS None. VIII. NEXT MEETING CTBID Board Meeting Minutes October 14, 2008 Page 4 The next regular meeting is on Monday November 24, 2008, from 3:00 p.m. to 5:00 p.m. at 1635 Faraday Avenue, Room 173A. Agenda items to include: 1. RR&A report and marketing plan. GENERAL COUNSEL COMMENT None Non-Agenda PUBLIC COMMENT None ADJOURNMENT Chair Shute adjourned the meeting at 4:05 p.m. Respectfully submitted, Cheryl Gerhardt Recording Secretary