HomeMy WebLinkAbout2022-04-13; Carlsbad Tourism Business Improvement District; ; Tourism Marketing Services ProposalEXHIBIT 1
Visit Carlsbad Proposed FYE'23 High Level Budget
FYE'22 FYE'23 Variance from
Department Reforecast %of Budget Proposed FYE'22 %of Budget Notes on FYE'23 Budget
Budget Budget Reforecast
Marketing & Communications $2,135,365 71.18% $2,593,000 457,635 50.70% Increased paid media budget for Fall and Spring
campaigns; increased creative development for
brand deployment and agency retainer. Added
international marketing to pursue campaigns in
Canada, Germany (based on increased airlift into
SAN) and Mexico. Added social media external
support. Will explore external programming
support for shoulder season event production.
Decreased PR firm fees due to hiring Comms
Manager position by end of FYE'22.
Business Development $216,647 7.22% $1 ,316,520 1,099,873 25.74% Allocating $1,000,000 to Group Incentive Program,
continuing investments in meetings advertising
campaigns driving to meetings minisite, increased
budgets for sponsorships/partnerships,
tradeshows, sales missions where properties can
participate at an affordable fairshare fee,
familiarization tours.
Salaries & Benefits $542,094 18.07% $980,000 437,906 19.16% Industry standard for salaries and benefits budget
for destination marketing organizations is 34% of
total budget. At 19% Visit Carlsbad is under
industry average. Currently 3 FTEs. Adding
Communications Manager by end of FYE'22.
Adding 4 FTEs throughout fiscal year: Finance and
Administration Manager, Marketing Coordinator,
Business Development Coordinator, Administrative
Assistant.
General and Administration $105,894 3.53% $224,650 118,756 4.39% Increased budget for professional services for
potential legal needs, accounting, IT, janitorial.
This budget would normally be higher but we
prepaid our office rent for 15 months. We will not
pay office rent until FYE'24. Added investments in
team building due to new/growing team.
Total $3,000,000 $5,114,170 $2,114,170