HomeMy WebLinkAbout2021-07-07; Carlsbad Tourism Business Improvement District; ; CTBID Grant Recipients Final ReportCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT
Staff Report
Meeting Date: July 7, 2021
Subject: CTBID Grant Recipients Final Report
Recommended Action
Receive final reports from 2020-21 CTBID grant recipients.
Item Explanation
At its 3-18-08 meeting, The CTBID board established a formal grant program. The objectives of
the grant program are to:
•Fund projects or events that are going to increase the overnight stays in hotels;
•Encourage the development of innovative tourism products;
•Promote collaboration within and across sectors of the tourism industry;
•Reach important travel segments such as multicultural, family and senior markets;
•Strengthen the marketing capacity of our partnering organizations; and
•Combine the resources of the CTBID and its tourism partners to leverage their collective
marketing efforts.
Due to the cancellation of many events during the second half of Fiscal Year 2019-20,
at its June 7, 2020 meeting the board approved extending the following contracts for the 2019-
20 grants into Fiscal Year 2020-21 at the following reduced amounts:
•LPGA Kia Classic — not to exceed $30,000
•Carlsbad 5000 — not to exceed $5000
The CTBID Board appropriated $75,000 in its 2020-21 budget to fund these grants and did not
receive any other request for grants during the fiscal year. The Carlsbad 5000 ended up only
holding a virtual event so no grant reimbursement was received for this event.
A requirement of the grant is that the recipient must submit a final report detailing how the
money was spent and the results of the event. Attached at Exhibit 1 is the final Report from the
LPGA Kia Classic.
Fiscal Impact
The CTBID 2020-21 Budget contains an appropriation of $75,000 for CTBID grants. No further
appropriation is required.
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. Final report from Kia Classic
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A. LPGA1/46 LPG)
RECAP REPORT
OVERVIEW
The 11th playing of the Kia Classic returned to the beautiful Park
Hyatt Aviara Golf Club in Carlsbad, California.
With its beautiful San Diego-area weather and world-class golf
course, the Kia Classic is always one of the season's most
popular stops for the LPGA stars.
Following a week of glorious golf, Inbee Park from Korea won
the tournament with a final round of 70.
Venue: Park Hyatt Aviara Golf Club
Dates: March 2214 — 2811, 2021
Field & Format: 144 Competitors
72 holes of stroke play
Purse: $1,800,000
Past Champions:
Inbee Park (2021)
Cancelled (2020)
Nasa Hataoka (2019)
Eun-Hee Ji (2018)
Mirim Lee (2017)
Lydia Ko (2016)
Attendance:
2021: N/A
2020: N/A
2019: 45,084
2018: 43,966
Cristie Kerr (2015)
Anna Nordqvist (2014)
Beatriz Recari (2013)
Yani Tsang (2012)
Sandra Gal (2011)
Hee Kyung Seo (2010)
2021 Kia Classic Champion Inbee Park
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LPGA.
STREAMING KIA CLASSIC
THURSDAY — SUNDAY
DELIVERED
690.71( Live Minutes across
19.6K Unique Devices
Source:
TV Viewership Nielsen Persons 2+
Viewership
Streaming: Adobe Analytics
Digital: Googie Analytics, MVP Index
Duration Weighted Averages US
viewership unless otherwise noted.
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HIGHEST VIEWERSHIP
ROUND BY ROUND
ROUND 1
Highest Viewership
133,935
9:00— 9:29Fisi
ROUND 2
Highest Viewership
156,606
9:00 — 9:29 PM
ROUND 3
Highest Viewership
272,951
6:08 — 6:29 PM
FINAL ROUND
Highest Viewership
190,682
8:00— 8:29 yr.,
TELEVISION VIEWERSHIP & REACH
1.3M UNIQUE VIEWERS
TUNED IN ACROSS GOLF CHANNEL AIRINGS
Averaging 152,630 Viewers —Up +12% vs. 2019 Kia Classic
DOMESTIC PERSONS 2+ VIEWERSHIP
Original Airings
2021 2019
Round 1 GC 123,154 109,079
Round 2 GC 131,593 123,359
Round 3 GC 200,754 106,805
Final Round GC 140,076 202,846*
EVENTAVERAGE 152,630 136,204
,) TELEVISION INTERNATIONAL DISTRIBUTION
LPGA
240,072,677
Total Global
Household Reach
165 Global
Total Territories
EXHIBIT 1
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LPGA.
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us International
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IMPRESSIONS
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IN VALUE
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Player/Celebrity
Interviews
t CLASSIC
MEDIA / COMMUNICATIONS
LPGA,
The 2021 Kia Classic helped generate the following media coverage:
•Pre-tournament interviews included In Gee Chun, Jennifer Chang,
Eun-Hee.li, Haley Moore, Mo Martin, Austin Ernst, Nasa Hataoka
and Michelle Wie West.
•As the first event of the West Coast Swing for the 2021 LPGA
season and return of the Tour to Aviara Golf Club, the 11th Kia
Classic naturally generated extensive national and international
coverage, especially with the historic win by Rolex Women's World
Golf Rankings No. 2 lnbee Park hoisting the trophy on Sunday,
March 28.
•Throughout tournament week, international, national, regional
and local media shored updates and news including coverage from
San Diego Union-Tribune, Fox 5 San Diego, ABC 10 San Diego, NBC
San Diego, KCBS-TV, Golf Digest, Golf Channel, Golfweek, Callaway
Golf, ESPN, GOLFTV, Kyodo News, liji Press, The Yomiuri Shimbun,
BBC News, Toronto Star, USA Today, The Athletic, The Times of
India, Golf.com, South China Morning Post, Yahoo! Sports, Daily
Mail Online, Associated Press, Fax Sports, US News & World
Report, The Washington Post, Republic World, National Post,
RTEie, Sky Sports and more.
2,000+
Articles Written
"What is special about this week is I al'.vays love to play this week
and I have played really, really well on this golf course but I was
never able to win. I just looked at the trophy in the final round and
thought, f almost had it last couple of times, but I didn't end up
winning it. So finally being able to win is a relief, and obviously being
able to have this one in the collection, it is a beautiful trophy."
— Inbee Park
MEDIA / COMMUNICATIONS
"The influence of not having to fly was a big reason why I chose to
play this part of the season. Now living on the west coast, just being
able to drive here. I also love the west coast swing. I love Carlsbad,
I love this golf course, and I especially love ANA; it has always been a
very, very special tournament to me at Mission Hills, so that was a
big goal for me to get ready for that. It's just I think being in
California, me being in California now was a big influence."
— Michelle Wie West 9.---:ta/jLASSIC
MEDIA / COMMUNICATIONS
LPGA
CLASSIC
"Yeah, it was unbelievable Ito be back at guriara Golf Club]. It was
weird to think that we didn't come last year. I love being in San
Diego. I have family out here, so rust a fun week for me. And love
the weather this year, the weather was perfect this year so made it
even better."
—Stacy Lewis
"-CLASSIC
A. LPGA. LPG)
RECAP REPORT