The URL can be used to link to this page

Home My WebLink About2022-01-12; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly Reportsi) CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report . Meeting Date: Jan. 12,2022 Subject: Visit Carlsbad Quarterly Reports Recommended Action Receive reports from Visit Carlsbad for quarter ended 12-31-21. Item Explanation The CTBID contracts with Carlsbad Convention and Visitors Bureau ("Visit Carlsbad") to provide various tourism promotion services. The contract requires Visit Carlsbad to provide quarterly reports to the CTBID. Visit Carlsbad has provided the following reports for the second quarter of Fiscal Year 2021-22 that will be presented to the CTBID Advisory Board at its Jan. 12, 2022 meeting: • Q2 Report o Q2 Fall into Carlsbad Digital Campaign o Expedia Q2 Results o Web Statistics o Public Relations o Upcoming Projects • Wagstaff Public Relations Quarterly Report • Visit Carlsbad Budget to Actual for Second Quarter Fiscal Year 2021-22 The above reports are included in the Exhibits. This is an information only item and no action is required of the CTBID. Fiscal Impact None. Environmental Impact This action does not constitute a "project" within the meaning ofthe California Environmental Quality Act under California Public Resources Code Section 21065 in that it has no potential to cause either a direct physical change in the environment, or a reasonably foreseeable indirect physical change in the environment. Exhibits 1. Visit Carlsbad Quarter 2 Report 2. Wagstaff Public Relations First Quarter Report 3. Visit Carlsbad Budget to Actual for Second Quarter Fiscal Year 2021-22 EXHIBIT 2 WAGSTAFF MEDIA & MARKETING CLIENT ACTIVITY REPORT VISIT CARLSBAD I QUARTERLY REPORT - ADDITIONAL SECURED MEDIA THE COAST NEWS GROUP T1mCOAS'rNt:ws I ·r11i:. l:•U~\:\'O l~t)l'rtON COAST NEWS GROUP NOVEMBER 15, 2021 Shared Give the Gift of Carlsbad Press Release; story mentioned details of the "Carlsbad Resort Pass" as well as the "Gift Carlsbad" card Link UVM I 88,354 ,... f ·r visit . l .. alrf\rnl~ VISIT CALIFORNIA DECEMBER 8, 2021 I Pitched hidden gems in Carlsbad to Visit California editor Molly Bloss; story included details on the Gemological Institute of America (GIA) Link UVM 11,270,207 Coast to Coast Newspaper COASTTO COASTNEWSPAPER ONLINE NOVEMBER 27, 2021 Featured Carlsbad in a review story as a result of inviting the editors to the Nov. 19th media trip; the story highlighted all experiences and more on the itinerary Link UVM 12,210 ,... f·r visit • l _ .. rl lrJ rn1~ VISIT CALIFORNIA DECEMBER 8, 2021 I Reactive lead from editor Molly Bloss; Wagstaff shared additional details and imagery of the Carlsbad Aquafarm per her request Link UVM J 1,270,207 Not BorH Yasta,dayl News for Sm•rt & S.wy Adulb NOT BORN YESTERDAY NEWS NOVEMBER 30, 2021 As a result of coordinating Jill Weinlein's media visit to Cape Rey, the editor included details on the hotel and Chandler's restaurant in a dedicated story about the destination Link UVM I <1000 ~THE ~ TRAVEL VERTICAL THE TRAVEL VERTICAL DECEMBER 7, 2021 Wagstaff pitched Holiday events in Carlsbad and shared high-res imagery of Beach Genie, The Sheraton, and LEGOLAND with editor Laurie Jo Miller Farr Link UVM I 1,847 L.A .Parent -.aJ<t. ~-~ .... LA PARENT DECEMBER 8, 2021 Pitched editor Nina Harada holiday events in Carlsbad and shared imagery; story included The Sheraton, Omni La Costa, Park Hyatt Aviara, as well as Beach Genie's beachside bonfire and visit from Santa Link UVM 122,619 LOCJ\LE LOCALE DECEMBER 26, 2021 Wagstaff pitched holiday experiences in Carlsbad and shared imagery of Park Hyatt Aviara with LOCALE editor; story highlighted the hotel's Teddy Bear Teas and Holiday High Tea Link UVM 1147,061 0 Maite Conway Ross Managing Partner maite@wagstaffmktg.com 310-980-0027 Audrey Oavidow Account Manager audrey@wagstaffmktg.com 323-273-2631 Olivia Taverner Account Coordinator otaverner@wagstaffmktg.com 626-318-4782 WAGSTAFF MED I A & MARKET I NG LO S ANG ELE S I NEW YORK I CHI CAG O I SAN FRANCISCO I VANCOUVER wags taffrnktg com EXHIBIT 3 VISIT CARLSBAD Budget vs. Actuals July -December, 2021 Total Actual Budget over Budget Income 700 Public Sources 0.00 0.00 0.00 701 CTBID Revenues 804,260.04 1,390,905.00 -586,644.96 Total 700 Public Sources $ 804,260.04 $ 1,390,905.00 -$ 586,644.96 705 Private Sources 0.00 0.00 0.00 707 Coop Advertising 9,000.00 0.00 9,000.00 Total 705 Private Sources $ 9,000.00 $ 0.00 $ 9,000.00 Total Income $ 813,260.04 $ 1,390,905.00 -$ 577,644.96 Gross Profit $ 813,260.04 $ 1,390,905.00 -$ 577,644.96 Expenses 800 Labor Expenses 0.00 0.00 0.00 801 Salaries -Direct Labor 0.00 0.00 0.00 801.1 President & CEO 62,957.70 110,004.00 -47,046.30 801.2 Vice President of Marketing & Communications 52,479.20 55,002.00 -2,522.80 801.3 Business Development Manager 0.00 32,502.00 -32,502.00 Total 801 Salaries -Direct Labor $ 115,436.90 $ 197,508.00 -$ 82,071.10 802 Staff Bonus Pool 0.00 0.00 0.00 803 EIT!ployee Benefits 12,1 93.50 36,000.00 -23,806.50 804 Payroll Tax Expense (SUl,FUTA) 8,541.93 16,998.00 -8,456.07 805 Workmans Comp 884.00 4,002.00 -3, 118.00 Total 800 Labor Expenses $ 137,056.33 $ 254,508.00 -$ 117,451.67 900 Promotional Programs 0.00 0.00 0.00 901 Advertising & Production 0.00 0.00 0.00 901.1 Winter/Spring Ad Campaign 54,000.00 0.00 54,000.00 901.2 Fall Ad Campaign 269,841.55 280,000.00 -10, 158.45 901.3 Golf Marketing Campaign 0.00 0.00 0.00 901.4 Expedia SD Co-op Campaign 20,000.00 20,000.00 0.00 Total 901 Advertising & Production $ 343,841.55 $ 300,000.00 $ 43,841.55 902 Destination Research 20,900.00 50,000.00 -29,100.00 903 Travel & Entertainment 3,171.20 7,500.00 -4,328.80 904 Dues & Subscriptions 6,791.78 13,500.00 -6,708.22 905 Collateral Prod. & Fulfillment 1,563.98 1,000.00 563.98 906 Public Relations Events 65,523.48 49,998.00 15,525.48 Total 900 Promotional Programs $ 441,791.99 $ 421,998.00 $ 19,793.99 911 Social Media Advertising 20,409.32 21,498.00 -1 ,088.68 912 Google PPC/Display 40,255.31 42,498.00 -2,242.69 913 Content Creation 7,800.00 9,000.00 -1,200.00 914 Video Programing/Development 2,250.00 31,000.00 -28,750.00 915 Website Redsign 0.00 120,000.00 -120,000.00 916 Ad Agency Campaign/Creative Development 0.00 100,000.00 -100,000.00 EXHIBIT 3 917 Remarketing Campaign 30,000.00 32,502.00 -2,502.00 918 Mobile Visitor Center Experience 0.00 0.00 0.00 919 Website Hosting 2,250.00 3,000.00 -750.00 920 PR Media FAMNisits 15.98 20,000.00 -19,984.02 921 Digital Agency Fees 13,698.66 14,400.00 -701 .34 922 Photo Shoots 0.00 35,000.00 -35,000.00 923 Group Direct Services 0.00 0.00 0.00 923.1 Technology 0.00 2,000.00 -2,000.00 923.2 Site Inspections 441.00 4,998.00 -4,557.00 923.3 Memembership/Dues 0.00 3,000.00 -3,000.00 923.4 Group Incentive 10,000.00 199,998.00 -189,998.00 923.5 Sponsorship/Partnerships 0.00 10,000.00 -10,000.00 923.6 Marketing/Advertising 450.00 75,000.00 -74,550.00 923. 7 Travel & Entertainment 538.04 4,800.00 -4,261.96 923.8 Tradeshows 0.00 5,000.00 -5,000.00 Total 923 Group Direct Services $ 11 ,429.04 $ 304,796.00 -$ 293,366.96 950 General Administration Expenses 0.00 0.00 0.00 951 Bank Service Charges 155.45 0.00 155.45 952 Equipment Rental & Maintenance 1,463.19 500.00 963.19 953 Facility Repairs & Maintenance 0.00 1,800.00 -1,800.00 954 General Liabilty Insurance 1,020.00 0.00 1,020.00 956 Office Supplies 59.99 12,000.00 -11,940.01 957 Postage 0.00 40.00 -40.00 958 Taxes -General 169.04 85.00 84.04 959 Telephone 3,856.41 4,998.00 -1 ,141.59 960 Professional Services 7,440.99 7,500.00 -59.01 961 Office Space Rental 0.00 16,668.00 -16,668.00 962 Miscellaneous Expenses 255.95 498.00 -242.05 963 Utilities 692.90 2,502.00 -1,809.10 964 Computer Expense 9.99 5,500.00 -5,490.01 Total 950 General Administration Expenses $ 15,123.91 $ 52,091.00 -$ 36,967.09 Unapplied Cash Bill Payment Expense 0.00 0.00 0.00 Total Expenses $ 722,080.54 $ 1,462,291 .00 -$ 740,210.46 Net Operating Income $ 91,179.50 -$ 71,386.00 $ 162,565.50 Other Expenses 1000 Carlsbad Recovery Mktg Expense 41 ,159.04 0.00 41 ,159.04 Total Other Expenses $ 41,159.04 $ 0.00 $ 41,159.04 Net Other Income -$ 41,159.04 $ 0.00 -$ 41,159.04 Net Income $ 50,020.46 -$ 71,386.00 $ 121,406.46