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Home My WebLink About2022-03-24; Carlsbad Tourism Business Improvement District; ; Grant Proposal from the Carlsbad 50000 '1P Meeting Date: Subject: CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT Staff Report Mar. 24, 2022 CTBID Grant Proposal from the Carlsbad 5000 Recommended Action Adopt a resolution approving and allocating $10,000 to fund the grant proposal from the Carlsbad 5000, as recommended by Visit Carlsbad Board Item Explanation In 2008, the CTBID Advisory Board approved the guidelines to establish 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 , Combine the resources of the CTBID and its tourism partners to leverage their collective marketing efforts The CTBID Advisory Board appropriated $100,000 in its 2021-22 budget to fund these grants. As part of Visit Carlsbad's contract with the CTBID, the Visit Carlsbad Board reviews the applications and makes funding recommendations to the CTBID Advisory Board. The Visit Carlsbad Board reviews the requests based on the following: • Overall program promotes overnight stays in hotels • Program included a "hotel tie in" (i.e., special rate or package) • Compelling nature of the project and its potential image impact for the region • Strength of marketing and public relations plan, including partnerships • Likelihood that the project will receive publicity outside the San Diego Market • Time of year that the event occurs As a result of its review and evaluation, the Visit Carlsbad Board, to date, has recommended, and the CTBID Advisory Board approved, funding for three requests for a total of $70,000. After a two-year hiatus, the Carlsbad 5000 has decided to hold their event once again and have submitted a grant application for our consideration (see application at Exhibit 2). The Carlsbad 5000 event is going to be held on May 21-22, 2022. This will be the 36th running of this event. It is projected to bring 5,000 out of town visitors and 1,600 overnight stays to the City of Carlsbad. The Visit Carlsbad Board has reviewed the proposal and is recommending $10,000 funding for this request. Fiscal Impact The CTBID Budget contains an appropriation of $100,000 for CTBID Grants, from which $30,000 is still available for allocation. No further appropriation is required. Environmental Impact This action does not constitute a "project" within the meaning of the 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. CTBID Advisory Board resolution 2. Carlsbad 5000 grant application DocuSign Envelope ID: 0C5F8A0A-E563-4851-A45C-800D3AB09A29 EXHIBITl RESOLUTION NO. 2022-4 A RESOLUTION OF THE ADVISORY BOARD OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT APPROVING A GRANT PROPOSAL FROM THE CARLSBAD 5000 AND ALLOCATING $10,000 OF CTBID GRANT FUNDING FOR 2021-22 TO THE CARLSBAD 5000 WHEREAS, on March 18, 2008, the Advisory Board the Carlsbad Tourism Business Improvement District (CTBID) established a grant program to fund programs and activities that promote overnight stays in Carlsbad; and WHEREAS, four organizations submitted grant applications for Fiscal Year 2021-22 CTBID grant funds; and WHEREAS, the Visit Carlsbad Board reviewed the applications and made funding recommendations to the CTBID Advisory Board for three of the organizations, which were approved by the CTBID Advisory Board at its Aug. 2021 and Jan. 2022 meetings; and WHEREAS, the Carlsbad 5000 has submitted a grant application for its event; and WHEREAS, the Visit Carlsbad Board reviewed the Carlsbad 5000's application and is recommending the grant request be funded. NOW, THEREFORE, BE IT RESOLVED by the Advisory Board of the Carlsbad Tourism Business Improvement District, as follows: 1. That the above recitations are true and correct. 2. That Advisory Board approves the grant proposal from the Carlsbad 5000 and allocates grant funding in the amount of $10,000 to the Carlsbad 5000 in accordance with grant program guidelines. DocuSign Envelope ID: 0C5F8A0A-E563-4B51-A45C-800D3AB09A29 EXHIBITl PASSED, APPROVED, AND ADOPTED at a special meeting of the Advisory Board of the Carlsbad Tourism Business Improvement District on the 24 day of March 2022, by the following vote to wit: AYES: STRIPE, RAUCH, CANEPA, ZUPANSKI, BECERRA, GRAY NAYS: N/A ABSENT: CHAPIN ABSTAIN: N/A 111\\ SIYift, TIM STRIPE, Chair FAVIOLA MEDINA, City Clerk Services Manager EXHIBIT 2 CARLSBAD TOUR I SM BUSINESS IMPROVEMENT DISTRICT ~ . ~ Cityof Grant Application FISCAL YEAR 2021 -2022 DUE DATE JULY 16, 2021 Please complete the following application. You may attach additional pages if necessary. Applicant Information Name of Applicant Address Carlsbad 5000 clo Groundwork Endurance, LLC 224 Birmingham Dr Suite 1A3, Cardiff, CA, 92007 Phone 858-583-1366 Email john@carlsbad5000.com Carlsbad Contact Name John Smith Contact Phone _8_58_-_5_83_-_1_3_66 _____ _ Federal Tax ID# or Social Security# $ Amount of Grant Request 83-1940481 $10,000 Program Description/Scope (Please use additional pages if necessary but no more than 3): Describe your program On May 22ro, 2022, the Carlsbad 5CXXl will rellJ'n for its 36th n.rnng. Ttis iconic and legendary race has been receiving 011erwhelming s~t and excitement since the arYlOtJ'lCement of its resll'gence after a 2-year pandemic-induced hiatus. Registration runbers are tracking si!J1ifica111y hi(1ler than in the past five years. Known as the "Worlds Fastest 51<", the arrual road race attracts rl.nlers of all ages and abilities, incll.dng the fastest professional rl.nlers competing In the iconic Bite races. It's not Just a moniker -the race has seen 17World Records and 8 U.S. records, lnclucing the 2019 tie for the current World Record with a blazing performance I)'/ Ecmard Cheserek. This May, the Carlsbad 5CXXl will transform the seaside streets of Carlsbad irto a 2-day weekerd celetx'atlon of the geat sport of rll'virYJ. satu'day, May 21st, kicks off the weekerd with ru Health & Fitness Expo. Rl.nlers pck ~ their race packets, irteract with all of ru partners, and engage in a rar-ge of activities inclucing yoga sessions, rll'ving seminars, and keyrae talks given I)'/ Meb Keflezi(tll, and <Xher sport icons. On Su,day, May 22nd, 6,500 rl.nlers will particlpale in the streets of Carlsbad, etioying the views along the cruse of the Pacific Ocean with a jam-packed exciting firish in the heart of Carlsbad Village. 4,CXX> spectators welcome the rl.nlers at the firish line and irto the post-race experience to celetx'ate the day and the sport of rll'ving in beauifu dcmrtcmn Carlsbad. How will the program benefit Carlsbad tourism? The Carlsbad 5000 holds an Iconic prestige In the running community which draws a large destination crowd. we want to take advantage of this and create an all-encompassing destination weekend tor our audience beyond the excitement of race day. We aim to plan a destination program with the simple goal of Increasing travel to the City of Carlsbad so our runners can experience all that this great city has to offer. we would like to partner with Visit Carlsbad and all local properties to develop compelling otters, feature host hotels, and Increase our out-of-market participants. In 2019, we had participants from 43 states and 17 countries. While we may not be able to Increase those numbers, our goal will be to Increase the percentage of participants from those areas and to increase the number of hotel room nights booked. Specifically, we are looking towards LA county and Arizona as our breakout markets this year and we want to direct this grant towards our marketing Initiatives In those geo-locatlons. Projected # of out of town visitors _5""",o_o_o ____ _ Applicant Background This applicant is a (an) D Non-Profit !XI For-Profit Projected# of overnight stays _1...:.,_6_00 ____ _ D Local Public Agency D Individual D Other Years in Business 4 Number of Employees 3 Number of Volunteers 250 ----- (Please attach an organization chart, if available) 1635 Faraday Ave. • Carlsbad, CA 92008 • 760-602-2468 • www.carlsbadca.gov Names of Officers and Board of Directors Name John Smith Meb Keflezighi Experience in Program Area Title Owner/ President Chief Running Officer John Smith has worked in the industry for 3 decades and has worked very closely on all major details of the Carlsbad 5000 race for the past 10 years. Our operations team, Easy Day Sports is a leader in event management and production in the running and entertainment space. Meb's life-long legacy as the USA's greatest professional runner gives him a unique perspective on what it takes to attract participants to a race and no doubt has endless feedback from his fans about how to continue to build the iconic Carlsbad 5000. Financial Capabilities/Budget Current funding sources and levels (identify source of matching funds) also please detail out what the grant funds would be spent on Self-funded marketing budget of $15,500 with continued emphasis on digital marketing. The requested grant money will be used for out of market promotion in the following channels: -Secure out of home advertising in surrounding major cities, with a focus on Los Angeles and Arizona -Digital marketing opportunities with influencers and other trackable digital channels (e.g., eblasts, podcasts, banner ads} -Continued running-specific advertising placements in print and digital with destination incentives -Sponsor placements in endemic influencer opportunities (e.g., running clubs, health clubs, running stores} Reporting Requirements A report on how the funds were spent and number of room nights generated will be required to be filed with the CTBID. Proof of program expenses (ie receipts) are required to be held for two years during which time the CTBID reserves the right to audit the records. We agree to adhere to the reporting requirements described above. Yes 1K] No □ Other Requirements Grant recipients will be required to recognize on all printed material that grant program is funded in part by the CTBID. Certification I, the undersigned, do hereby attest that the above information is true and correct to the best of my knowledge. ( Clear Form ) Title President, Groundwork Endurance, LLC Date 02/25/2022 ( Print Form ) 1635 Faraday Ave. • Carlsbad, CA 92008 • 760-602-2468 • www.carlsbadca.gov