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