HomeMy WebLinkAbout2021-01-13; Carlsbad Tourism Business Improvement District; 1-21-198; Approve Appointment to Visit Carlsbad BoardAB# 1-21-198
MTG. 1-13-21 Approve Appointment to
Visit Carlsbad Board
CTBID STAFF
GENERAL
COUNSEL
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
RECOMMENDED ACTION:
Approve the recommendation by the Visit Carlsbad Board to appoint to its Board.
ITEM EXPLANATION:
At its 5-6-20 meeting, the Carlsbad Tourism Business Improvement District (CTBID) Board
entered into an agreement with the Carlsbad Convention and Visitors Bureau (dba Visit Carlsbad)
to provide tourism promotion services for the CTBID for the period July 1, 2020 through June 30,
2021. A provision in this contract was that the CTBID Board had to approve any changes to the
Visit Carlsbad Board.
In a letter from Visit Carlsbad Interim Executive Director, Mark Rudyk, to CTBID Board Chair, Tim
Stripe, the Visit Carlsbad Board is recommending that the CTBID Board approve the appointment
of Mrs. Julie Zahner, Director of Corporate Area Sales at the Westin/Sheraton, and Ms. Nika
Jalali, Business Development Manager at Merlin Entertainment Limited. (See letter and Bios at
attached Exhibits)
FISCAL IMPACT:
None.
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:
A.Letter dated Jan. 5, 2021 from Visit Carlsbad Interim Executive Director, Mark Rudyk, to CTBID
Board Chair, Tim Stripe, recommending that the CTBID Board approve the appointment of Mrs.
Julie Zahner, Director of Corporate Area Sales at the Westin/Sheraton, and Ms. Nika Jalali,
Business Development Manager at Merlin Entertainment Limited to the Visit Carlsbad Board.
B.Nika Jalali Bio
C.Julie Zahner Bic
D.List of Current Visit Carlsbad Board members
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2468, cherykqerhardtcarlsbadca.qov
EXHIBIT A
t
ca r I s ba d
400 Carlsbad Village Drive
Carlsbad, CA 92008
VisitCarlsbad.com
Jan. 5, 2021
Mr. Tim Stripe
Chairman
Carlsbad Tourism Business Improvement District
City of Carlsbad
1635 Faraday Avenue
Carlsbad, CA 92008
Dear Mr. Stripe,
The Board of Directors of Visit Carlsbad, Carlsbad's destination marketing organization would
like to put forth Mrs. Julie Zahner, Director of Corporate Area Sales at the Westin/Sheraton
Carlsbad, as the replacement for Mr. Anthony DiCataldo, on the Visit Carlsbad board of
directors and Ms. Nika Jalali, Business Development Manager at Merlin Entertainments Limited,
as the replacement for Mrs. Julie Pastor LEGOLAND California, on the Visit Carlsbad board of
directors.
Per the agreement between the CTBID and Visit Carlsbad we ask that the CTBID board approve
Mrs. Zahner and Ms. Jalali at the next CTBID meeting to be held on January 13, 2021. Thank
you.
Sincerely,
Mark Rudyk
Interim Executive Director
Visit Carlsbad
EXHIBIT B
Nika Jatali is the New Business Development Manager for Merlin Entertainments North
America which includes LEGOLAND California Resort. Nika's key focus is driving both
domestic and international new business to Merlin attractions. Over the past year with the
company Nika has developed plans to grow the International visitation to Merlin's North
America attractions focusing on growing Chinese visitation for LEGOLAND California.
Nika joined Merlin Entertainments / LEGOLAND California after spending a year and a half as
the Director of Marketing & Business Development for Carlsbad Premium Outlets. At Carlsbad
Premium Outlets Nika worked closely with Carlsbad partners and Visit Carlsbad to help grow
visitation to the center and destination.
Most notably Mika. Jalali spent 6 years of her career with Santa Monica Travel & Tourism
(SMTT). During her time at SMTT Nika directly assisted the CEO in the establishment of the
Tourism Marketing District (TMD) assessment from start to finish alongside Civitas and John
Lambeth's team. During this time Nika was able to watch the bureau grow from a $3 million
budget to a $6 million budget, very similar to the place Visit Carlsbad is in now. After this role
Mika jumped back into a sales position where she finished her time at SMTT as the Senior
Manager of Global Business Development. In this role Nika developed a strategy and managed a
sales and marketing plan accountable for creating revenue-generating opportunities for Santa
Monica Tourism businesses resulting in increased international visitation. One major program
during her time at SMTT included "Santa Monica at Skylounge" a pop-up rooftop bar in London
used to marketing Santa Monica as a destination though a fully integrated marketing campaign
and immersive brand experience.
Mika is a San Diego local with experience with DM0s, Carlsbad and the tourism industry. She
is excited to jump back into the DMO world and work with Visit Carlsbad to increase visitation
to the destination!
EXHIBIT C
December 21, 2020
The first leg of my Grand Pacific Resort's journey began with Starwood Hotels — Sheraton Carlsbad
Resort & Spa in September 2008 as the National Sales Manager handling the Midwest market.
In 2010 I was offered an amazing opportunity with the property to take on the role of Director of
Corporate Sales, supporting and growing the properties key accounts.
In July 2013 I moved into the role, Director of Sales and Marketing, which has been an evolving and
unmatched experience. Beginning with the Marriott acquisition and then our expansion to a Dual
Branded Resort Complex with the addition of the Westin Carlsbad Resort and Spa followed by the
opening of Cassara Carlsbad Tapestry Collection by Hilton.
Throughout my twelve plus years with the Westin and Sheraton Carlsbad Resort and Spa, I am
constantly reminded of how great and well recognized the properties are and what a compliment to the
Resort destination of Carlsbad, they represent.
After serving on the Board of Directors of Visit Carlsbad, 2013 — Fall 2019 and a realignment of the
Sales team in 2019, Anthony Dicataldo stepped into the seat to represent for our family of Resorts. He
is no longer with the Resort which allows me to step back in.
Thank you in advance for your consideration,
Julie Zahner
Corporate Director of Area Sales
T 760.827.2420 I IV 760.805.7596
SHERATON CARLSBAD RESORT & SPA • THE WESTIN CARLSBAD RESORT & SPA
THE CASSARA CARLSBAD, TAPESTRY COLLECTION BY HILTON
EXHIBIT D
d1.170isbad
Board Member Company Address Phone Email
Troy Wood
Park Hyatt Aviara Resort 7100 Aviara Resort Drive, 92011 (760) 603-6872 troy.wood@hyattcorn Chairman
Michelle Zwirek
Omni Resort La Costa 2100 Costa Del Mar Road, 92011 (760) 438-9111 mzwirek@lacosta.com Treasurer Secretary
Rob Stirling
Cape Rey Carlsbad Beach 6450 Carlsbad Blvd., 92008 (760) 476-0800 rob.stirling@caberey.com Vice Chairman
Christine Davis Carlsbad Village Business Association 400 Carlsbad Village Drive 92008 (760)644-2121 info@carlsbad-village.com
Director
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