HomeMy WebLinkAbout2022-05-18; Carlsbad Tourism Business Improvement District; Resolution 2022-7OocuSign Envelope ID: F886ED13-F971-4CF3-A785-A5FF769F57A3
EXHIBIT 1
RESOLUTION NO. 2022-7
A RESOLUTION OF THE CARLSBAD TOURISM BUSINESS IMPROVEMENT
DISTRICT ADVISORY BOARD AUTHORIZING THE CHAIRPERSON TO EXECUTE
AN AGREEMENT WITH CARLSBAD CONVENTION AND VISITORS BUREAU (VISIT
CARLSBAD) FOR TOURISM PROMOTION SERVICES
WHEREAS, on November 15, 2005, the City Council of the City of Carlsbad adopted Ordinance
No. NS-778 enacting Chapter 3.37 of the Carlsbad Municipal Code and creating the Carlsbad Tourism
Business Improvement District (CTBID); and
WHEREAS, the primary purpose of the CTBID is to promote tourism within the City of
Carlsbad; and
WHEREAS, the City Council has authorized the CTBID Advisory Board to conduct the business
of the CTBID in the time, place and manner that best suits the needs of the advisory board, subject to
the control of federal, state and local laws governing the activities of a business improvement district;
and
WHEREAS, the City Council has provided the advisory board with the ability to contract for
services necessary to carry out the purpose of the CTBID; and
WHEREAS, the advisory board has determined that it is in the best interest of the CTBID to
promote tourism and provide related services to visitors to the City of Carlsbad through the use of
agencies that currently exist in the community to provide these services; and
WHEREAS, the advisory board has determined that the Carlsbad Convention and Visitors
Bureau (Visit Carlsbad) possesses the requisite skills and experience to provide tourism promotion
and related services; and
WHEREAS, Visit Carlsbad has agreed to provide tourism promotion and related services under
the terms and conditions of the agreement in Attachment A.
NOW, THEREFORE, BE IT RESOLVED by the Carlsbad Tourism Business Improvement District
Advisory Board, as follows:
1. That the above recitations are true and correct.
DocuSign Envelope ID: F886ED13-F971--4CF3-A785-ASFF769F57A3
EXHIBIT 1
2. That subject to the review and approval as to form by the CTBID General Counsel, and the
contract's execution by Visit Carlsbad, the Chairperson is authorized to execute the
agreement in Attachment A between the CTBID and Visit Carlsbad to provide tourism
promotion services.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Carlsbad Tourism
Business Improvement District Advisory Board on the 18 day of May 2022, by the following vote to
wit:
AYES : Chapin, Canepa, Zupanski, Gray, Stripe, Rauch
NAYS:
ABSENT: Becerra
ABSTAIN:
TIM STRIPE, Chair
7/6/2022
7/6/2022
FAVIOLA MEDINA, City Clerk Services Manager
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE1 39
ATTACHMENT A
AGREEMENT FOR TOURISM PROMOTION AND VISITOR SERVICES
CARLSBAD CONVENTION AND VISITORS BUREAU (VISIT CARLSBAD)
THIS AGREEMENT is made and entered into as of the 13th day of
______ J_u_l_y ____ , 20~, by and between the Carlsbad Tourism Business
Improvement District (CTBID}, and the Carlsbad Convention and Visitors Bureau (Visit Carlsbad),
a non-profit, private organization ("Contractor").
RECITALS
A. CTBID requires the professional services of a contractor that is experienced in providing
tourism and visitor promotion programs and services.
B. Contractor has the necessary experience in providing professional services related to
tourism and visitor promotion programs and services.
C. Selection of Contractor is expected to achieve the desired results in an expedited
fashion.
D. Contractor has submitted a proposal to CTBID and has affirmed its willingness and
ability to perform such work.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants
contained herein, CTBID and Contractor agree as follows:
1. SCOPE OF WORK
CTBID retains Contractor to perform, and Contractor agrees to render, those services (the
"Services") that are defined in attached Exhibit "A," which is incorporated by this reference in
accordance with this Agreement's terms and conditions.
2. STANDARD OF PERFORMANCE
While performing the Services, Contractor will exercise the reasonable professional care and skill
customarily exercised by reputable members of Contractor's profession practicing in the
Metropolitan Southern California Area, and will use reasonable diligence and best judgment while
exercising its professional skill and expertise.
3. TERM
The term of this Agreement will be effective for a period of one (1) year from the date July 1, 2022
through June 30, 2023. The CTBID Chairperson is authorized to extend this Agreement for up to
two (2) additional one (1) year periods, subject to the appropriation of funds by the CTBID
Advisory Board and the approval of the CTBID annual report by the City of Carlsbad City Council.
4. TIME IS OF THE ESSENCE
Time is of the essence for each and every provision of this Agreement.
5. COMPENSATION
The total fee payable for the Services to be performed during the initial Agreement term shall not
exceed five million, one hundred fourteen thousand, one hundred seventy dollars ($5,114,170).
No other compensation for the Services will be allowed except for items covered by subsequent
amendments to this Agreement. The CTBID reserves the right to withhold a ten percent (10%)
retention until CTBID has accepted the work and/or Services specified in Exhibit "A".
Compensation will be made in twelve (12) monthly installments of three hundred forty-two
thousand, eight hundred forty-seven dollars ($342,847), for a not to exceed amount of $4,114,170
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
as detailed in the attached Exhibit A to this Agreement. The first installment shall be payable in
the first full week of July 2021 . Subsequent installments shall be paid in the first full week of each
month, through the initial term of this Agreement. Adjustments to installment dates may be
necessary due to the cash balance in the fund.
In addition to the monthly installments, one million dollars ($1 ,000,000) will be held in TBID
reserves for the purposes of funding Group Incentive Program expenses. Contractor may invoice
the TBID for these funds at the time a qualifying expense is incurred within the Group Incentive
Program.
The CTBID reserves the right to terminate or reduce funding levels outlined in the Agreement in
the event of CTBID revenue reductions. Recommended modifications will be reported to the
CTBID Advisory Board who shall determine the modified funding level.
6. PREVAILING WAGE RATES
Any work performed under this agreement by crafts, classifications and types of workers
(workers) for which the California Director of Industrial Relations has made prevailing wage
determinations is subject to state prevailing wage laws. The general prevailing rate of wages, for
each craft, classification or type of worker needed to execute the contract shall be those as
determined by the Director of Industrial Relations pursuant to the Section 1770, 1773 and
1773.1 of the California Labor Code. Pursuant to Section 1773.2 of the California Labor Code, a
current copy of applicable wage rates is on file with the CTBID secretary. Contractor shall not
pay less than the specified prevailing rates of wages to all such workers employed by
Contractor in the execution of the Agreement. Contractor and any subcontractors shall comply
with Section 1776 of the California Labor Code with regard to such workers, which generally
requires keeping accurate payroll records, verifying and certifying payroll records, and making
them available for inspection. Contractor shall require any subcontractors who employ such
workers to comply with Section 1776.
7. STATUS OF CONTRACTOR
Contractor will perform the Services in Contractor's own way as an independent contractor and
in pursuit of Contractor's independent calling, and not as an employee of CTBID, the City of
Carlsbad, or affiliated entities. Contractor will be under control of CTBID only as to the result to
be accomplished but will consult with CTBID as necessary. The persons used by Contractor to
provide services under this Agreement will not be considered employees of CTBID for any
purposes.
The payment made to Contractor pursuant to the Agreement will be the full and complete
compensation to which Contractor is entitled. CTBID will not make any federal or state tax
withholdings on behalf of Contractor or its agents, employees or subcontractors. CTBID will not
be required to pay any workers' compensation insurance or unemployment contributions on
behalf of Contractor or its employees or subcontractors. Contractor agrees to indemnify CTBID,
the City of Carlsbad, and affiliated entities within thirty (30) days for any tax, retirement
contribution, social security, overtime payment, unemployment payment or workers'
compensation payment which CTBID, the City of Carlsbad, or affiliated entities may be required
to make on behalf of Contractor or any agent, employee, or subcontractor of Contractor for work
done under this Agreement. At the CTBID's election, CTBID may deduct the indemnification
amount from any balance owing to Contractor.
8. SUBCONTRACTING
Contractor will not subcontract any portion of the Services without prior written approval of CTBID.
If Contractor subcontracts any of the Services, Contractor will be fully responsible to CTBID for
2
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
the acts and omissions of Contractor's subcontractor and of the persons either directly or indirectly
employed by the subcontractor, as Contractor is for the acts and omissions of persons directly
employed by Contractor. Nothing contained in this Agreement will create any contractual
relationship between any subcontractor of Contractor and CTBID. Contractor will be responsible
for payment of subcontractors. Contractor will bind every subcontractor and every subcontractor
of a subcontractor by the terms of this Agreement applicable to Contractor's work unless
specifically noted to the contrary in the subcontract and approved in writing by CTBID.
9. OTHER CONTRACTORS
The CTBID reserves the right to employ other Contractors in connection with the Services.
10. INDEMNIFICATION
Contractor agrees to indemnify and hold harmless the CTBID, the City of Carlsbad, and their
officers, officials, employees, agents and volunteers from and against all claims, damages, losses
and expenses including attorney fees arising out of the performance of the work described herein
caused by any negligence, recklessness, or willful misconduct of the Contractor, any
subcontractor, anyone directly or indirectly employed by any of them or anyone for whose acts
any of them may be liable.
The parties expressly agree that any payment, attorney fees, costs or expense CTBID, the City
of Carlsbad, or an affiliated entity incurs or makes to or on behalf of an injured employee under a
self-administered workers' compensation program is included as a loss, expense or cost for the
purposes of this section, and that this section will survive the expiration or early termination of this
Agreement.
11. INSURANCE
Contractor will obtain and maintain for the duration of the Agreement and any and all
amendments, insurance against claims for injuries to persons or damage to property which may
arise out of or in connection with performance of the services by Contractor or Contractor's
agents, representatives, employees or subcontractors. The insurance will be obtained from an
insurance carrier admitted and authorized to do business in the State of California. The insurance
carrier is required to have a current Best's Key Rating of not less than "A-:VII"; OR with a surplus
line insurer on the State of California's List of Approved Surplus Line Insurers (LASLI) with a rating
in the latest Best's Key Rating Guide of at least "A:X"; OR an alien non-admitted insurer listed by
the National Association of Insurance Commissioners (NAIC) latest quarterly listings report.
11.1 Coverage and Limits.
Contractor will maintain the types of coverage and minimum limits indicated below, unless the
CTBID approves a lower amount. These minimum amounts of coverage will not constitute any
limitations or cap on Contractor's indemnification obligations under this Agreement. CTBID, its
officers, agents and employees make no representation that the limits of the insurance specified
to be carried by Contractor pursuant to this Agreement are adequate to protect Contractor. If
Contractor believes that any required insurance coverage is inadequate, Contractor will obtain
such additional insurance coverage, as Contractor deems adequate, at Contractor's sole
expense. The full limits available to the named insured shall also be available and applicable to
the CTBID as an additional insured.
11 .1.1 Commercial General Liability (CGL) Insurance. Insurance written on an
"occurrence" basis, including personal & advertising injury, with limits no less than $3,000,000 per
occurrence. If a general aggregate limit applies, either the general aggregate limit shall apply
separately to this project/location or the general aggregate limit shall be twice the required
occurrence limit.
3
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
11 .1.2 Automobile Liability. (if the use of an automobile is involved for Contractor's work
for CTBID). $1,000,000 combined single-limit per accident for bodily injury and property damage.
11 .1.3 Workers' Compensation and Employer's Liability. Workers' Compensation limits as
required by the California Labor Code. Workers' Compensation will not be required if Contractor
has no employees and provides, to CTBID's satisfaction, a declaration stating this.
11.1.4 Professional Liability. Errors and omissions liability appropriate to Contractor's
profession with limits of not less than $3,000,000 per claim. Coverage must be maintained for a
period of five years following the date of completion of the work.
11.1.5 Fidelity & Crime Liability. Fidelity and Crime liability insurance policy or fidelity bond
with limits not less than $1 ,000,000 and covering all employees.
11 .2 Additional Provisions. Contractor will ensure that the policies of insurance required under
this Agreement contain, or are endorsed to contain, the following provisions:
11 .2.1 The CTBID and the City of Carlsbad will be named as additional insureds on
Commercial General Liability which shall provide primary coverage to the CTBID and the City of
Carlsbad.
11 .2.2 Contractor will obtain occurrence coverage, excluding Professional Liability, which
will be written as claims-made coverage.
11 .2.3 This insurance will be in force during the life of the Agreement and any extensions
of it and will not be canceled without thirty (30) days prior written notice to CTBID sent by certified
mail pursuant to the Notice provisions of this Agreement.
11 .3 Providing Certificates of Insurance and Endorsements. Prior to CTBI D's execution of this
Agreement, Contractor will furnish certificates of insurance and endorsements to CTBID.
11.4 Failure to Maintain Coverage. If Contractor fails to maintain any of these insurance
coverages, then CTBID will have the option to declare Contractor in breach, or may purchase
replacement insurance or pay the premiums that are due on existing policies in order to maintain
the required coverages. Contractor is responsible for any payments made by CTBI D to obtain or
maintain insurance and CTBID may collect these payments from Contractor or deduct the amount
paid from any sums due Contractor under this Agreement.
11 .5 Submission of Insurance Policies. CTBID reserves the right to require, at any time,
complete and certified copies of any or all required insurance policies and endorsements.
12. BUSINESS LICENSE
Contractor will obtain and maintain a City of Carlsbad Business License for the term of the
Agreement, as may be amended from time-to-time.
13. ACCOUNTING RECORDS
Contractor will maintain complete and accurate records with respect to costs incurred under this
Agreement. All records will be clearly identifiable. Contractor will allow a representative of CTBID
during normal business hours to examine, audit, and make transcripts or copies of records and
any other documents created pursuant to this Agreement. Contractor will allow inspection of all
4
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
work, data, documents, proceedings, and activities related to the Agreement for a period of three
(3) years from the date of final payment under this Agreement.
14. OWNERSHIP OF DOCUMENTS
All work product produced by Contractor or its agents, employees, and subcontractors pursuant
to this Agreement is the property of CTBID. In the event this Agreement is terminated, all work
product produced by Contractor or its agents, employees and subcontractors pursuant to this
Agreement will be delivered at once to CTBID. Contractor will have the right to make one (1) copy
of the work product for Contractor's records.
15. COPYRIGHTS
Contractor agrees that all copyrights that arise from the services will be vested in CTBID and
Contractor relinquishes all claims to the copyrights in favor of CTBID.
16. NOTICES
The name of the persons who are authorized to give written notice or to receive written notice on
behalf of CTBID and on behalf of Contractor under this Agreement.
For CTBID
Name Matt Sanford
Title CTBID Staff
Innovation & Economic
Department Development
City of Carlsbad
Address 1635 Faraday Ave.
Carlsbad, CA 92008
Phone No. 760-607-2923
For Contractor
Name Kim Sidoriak
Chief Executive Officer
Title Visit Carlsbad
Address 400 Carlsbad Village Drive
Carlsbad, CA 92008
Phone No. 310-433-9289
Email Kim@visitcarlsbad.com
Each party will notify the other immediately of any changes of address that would require any
notice or delivery to be directed to another address.
17.
18.
RESERVED
GENERAL COMPLIANCE WITH LAWS
Contractor will keep fully informed of federal, state and local laws and ordinances and regulations
which in any manner affect those employed by Contractor, or in any way affect the performance
of the Services by Contractor. Contractor will at all times observe and comply with these laws,
ordinances, and regulations and will be responsible for the compliance of Contractor's services
with all applicable laws, ordinances and regulations.
Contractor will be aware of the requirements of the Immigration Reform and Control Act of 1986
and will comply with those requirements, including, but not limited to, verifying the eligibility for
employment of all agents, employees, subcontractors and consultants that the services required
by this Agreement.
19. DISCRIMINATION AND HARASSMENT PROHIBITED
Contractor will comply with all applicable local, state and federal laws and regulations prohibiting
discrimination and harassment.
5
DocuSign Envelope ID: CD4CF198-C30E-46AE-82A7-937778EEE139
ATTACHMENT A
20. DISPUTE RESOLUTION
If a dispute should arise regarding the performance of the Services the following procedure will
be used to resolve any questions of fact or interpretation not otherwise settled by agreement
between the parties. Representatives of Contractor or CTBID will reduce such questions, and
their respective views, to writing. A copy of such documented dispute will be forwarded to both
parties involved along with recommended methods of resolution, which would be of benefit to
both parties. The representative receiving the letter will reply to the letter along with a
recommended method of resolution within ten (10) business days. If the resolution thus obtained
is unsatisfactory to the aggrieved party, a letter outlining the disputes will be forwarded to the
CTBID Board. The CTBID Board will consider the facts and solutions recommended by each party
and may then opt to direct a solution to the problem. In such cases, the action of the CTBID Board
will be binding upon the parties involved, although nothing in this procedure will prohibit the parties
from seeking remedies available to them at law.
21. TERMINATION
In the event of the Contractor's failure to prosecute, deliver, or perform the Services, CTBID may
terminate this Agreement for nonperformance by notifying Contractor by certified mail of the
termination. If CTBID decides to abandon or indefinitely postpone the work or services
contemplated by this Agreement, CTBID may terminate this Agreement upon written notice to
Contractor. Upon notification of termination, Contractor has five (5) business days to deliver any
documents owned by CTBID and all work in progress to CTBID address contained in this
Agreement. CTBID will make a determination of fact based upon the work product delivered to
CTBID and of the percentage of work that Contractor has performed which is usable and of worth
to CTBID in having the Agreement completed. Based upon that finding CTBID will determine the
final payment of the Agreement.
Either party upon tendering thirty (30) days written notice to the other party may terminate this
Agreement. In this event and upon request of CTBID, Contractor will assemble the work product
and put it in order for proper filing and closing and deliver it to CTBID. Contractor will be paid for
work performed to the termination date; however, the total will not exceed the lump sum fee
payable under this Agreement. CTBID will make the final determination as to the portions of tasks
completed and the compensation to be made.
22. COVENANTS AGAINST CONTINGENT FEES
Contractor warrants that Contractor has not employed or retained any company or person, other
than a bona fide employee working for Contractor, to solicit or secure this Agreement, and that
Contractor has not paid or agreed to pay any company or person, other than a bona fide
employee, any fee, commission, percentage, brokerage fee, gift, or any other consideration
contingent upon, or resulting from, the award or making of this Agreement. For breach or violation
of this warranty, CTBID will have the right to annul this Agreement without liability, or, in its
discretion, to deduct from the Agreement price or consideration, or otherwise recover, the full
amount of the fee, commission, percentage, brokerage fees, gift, or contingent fee.
23. CLAIMS AND LAWSUITS
By signing this Agreement, Contractor agrees that any Agreement claim submitted to CTBID must
be asserted as part of the Agreement process as set forth in this Agreement and not in anticipation
of litigation or in conjunction with litigation. Contractor acknowledges that if a false claim is
submitted to CTBID, it may be considered fraud and Contractor may be subject to criminal
prosecution. Contractor acknowledges that California Government Code sections 12650 et seq.,
the False Claims Act applies to this Agreement and, provides for civil penalties where a person
knowingly submits a false claim to a public entity. These provisions include false claims made
6
DocuSign Envelope ID: CD4CF1 9B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
with deliberate ignorance of the false information or in reckless disregard of the truth or falsity of
information. If CTBID seeks to recover penalties pursuant to the False Claims Act, it is entitled to
recover its litigation costs, including attorney's fees. Contractor acknowledges that the filing of a
false claim may subject Contractor to an administrative debarment proceeding as the result of
which Contractor may be prevented to act as a Contractor for the CTBID for a period of up to five
(5) years. Contractor acknowledges debarment by another jurisdiction is grounds for CTBID to
terminate this Agreement.
24. JURISDICTION AND VENUE
Any action at law or in equity brought by either of the parties for the purpose of enforcing a right
or rights provided for by this Agreement will be tried in a court of competent jurisdiction in the
County of San Diego, State of California, and the parties waive all provisions of law providing for
a change of venue in these proceedings to any other county.
25. SUCCESSORS AND ASSIGNS
It is mutually understood and agreed that this Agreement will be binding upon CTBID and
Contractor and their respective successors. Neither this Agreement nor any part of it nor any
monies due or to become due under it may be assigned by Contractor without the prior consent
of CTBID, which shall not be unreasonably withheld.
26. ENTIRE AGREEMENT
This Agreement, together with any other written document referred to or contemplated by it, along
with the purchase order for this Agreement and its provisions, embody the entire Agreement and
understanding between the parties relating to the subject matter of it. In case of conflict, the terms
of the Agreement supersede the purchase order. Neither this Agreement nor any of its provisions
may be amended, modified, waived or discharged except in a writing signed by both parties.
(Remainer of page intentionally left blank)
7
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
27. AUTHORITY
The individuals executing this Agreement and the instruments referenced in it on behalf of
Contractor each represent and warrant that they have the legal power, right and actual authority
to bind Contractor to the terms and conditions of this Agreement.
CONTRACTOR, Carlsbad Convention
and Visitors Bureau
By:
Troy Wood, Visit Carlsbad Chairperson
By:
Michelle Zwirek, Visit Carlsbad
Secretary/Treasurer
Carlsbad Business & Tourism
Improvement District (CTBID)
Tim Stripe, CTBID Board Chair
ATTEST:
Faviola Medina
City Clerk Services Manager
If required by City, proper notarial acknowledgment of execution by contractor must be attached.
If a corporation, Agreement must be signed by one corporate officer from each of the following
two groups.
Group A
Chairman,
President, or
Vice-President
Group B
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or assistant
secretary under corporate seal empowering the officer(s) signing to bind the corporation.
APPROVED AS TO FORM:
CELIA A. BREWER, General Counsel
BY: __ .... u...;_;·IA-..._J,i....;;_·l, -=-tz.-'--. ~___;_~:...;..;IA-;.____
Assistant General Counsel
8
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
EXHIBIT "A"
SCOPE OF SERVICES
ATTACHMENT A
Task 1: Promote the city of Carlsbad through targeted domestic advertising & promotional
Programs
Visit Carlsbad will promote the destination through targeted media campaigns to optimize
hotel performance during identified need periods. The campaigns will include segment-focused
media plans including golf travel, weddings, families, and couples. Visit Carlsbad will measure
the advertising campaign effectiveness as well as any direct ROI results. These campaigns will
employ a fully integrated approach, including digital banners, digital radio, online/mobile video,
paid social, influencer partnerships, CTV video, in-home video, retargeted media, behavioral
targeting, and search engine marketing.
Deliverables: Reporting back on ad campaign effectiveness, incremental room nights, ROI, and
additional performance metrics.
Task 2: Expand destination research capacity into travel and tourism behavior and trends for
Carlsbad
Using data platforms and additional research studies, Visit Carlsbad will perform and provide all
partners data that relates to the destination and travel intent. This can include targeted GPS
data results, economic impact, visitor profile and audience segmentation.
Deliverables: Monthly hotel performance and Quarterly reporting on the travel trends for
tourism coming into the city of Carlsbad and completed studies of any third-party research and
reporting.
Task 3: Execute International sales and marketing programs targeted based on air lift into San
Diego Airport now and in the future
Visit Carlsbad will engage with Visit California, Brand USA, established tour operators and other
international entities in these markets to identify cooperative opportunities to train sellers and
target consumers to raise awareness of Carlsbad as a great place to stay for a Southern
California and San Diego visit.
Deliverables: Post campaign and sales mission reporting.
Task 4: Public Relations campaigns to generate earned media coverage of Carlsbad
Visit Carlsbad will partner with credible news organizations and media experts/writers to
execute multiple stories, media and both print and digital output that focuses on various parts
of the destination for both leisure and group travel. This will be managed by an in-house staff
position as well as a public relations agency for specific seasonal campaigns as needed. This will
9
DocuSign Envelope ID: CD4CF198-C30E-46AE-82A7-937778EEE139
ATTACHMENT A
include hosting media to the destination, hosting media events and working with both
local/regional/national outlets for the promotion of Carlsbad.
Deliverables: Monthly reporting on related activities, stories, reach, media value and metrics.
Task S: Execute both paid and organic social media posting and campaigns
Through daily posting of organic content and media Visit Carlsbad will provide a robust and
social media program that focuses on audience growth and showcases the various parts of the
city and the businesses within it. Additionally, the paid campaigns will focus on promoting
specific segments of the destination to draw awareness and attraction to these areas. This will
include lodging, activities, events, restaurants/dining, group meetings, outdoors, shopping and
more.
Deliverables: Monthly reporting back on social media activities and reach plus paid campaign
results.
Task 6: Provide year-round branded presence via Search Engine Marketing campaigns
Through the digital mediums of Search Engine Advertising and Search Engine Display, Visit
Carlsbad will study and execute complex keyword analysis and execute against the top search
queries to provide website traffic sponsored results and awareness to VisitCarlsbad.com for the
many different parts of the destination and businesses.
Deliverables: Provide comprehensive monthly reporting of spend, reach and results to attract
visitors to the visitcarlsbad.com website.
Task 7: Create and deploy new articles, video assets and social media content based on year-
round editorial calendar
Visit Carlsbad will execute an annual content strategy to provide timely and relevant
opportunities to tell the Carlsbad story via blog posts, email blasts, social media, and paid
advertising.
Deliverables: Annual editorial calendar, three (3) written blog articles per month, and
programmatic video episodes promoting Carlsbad throughout the entire year.
Task 8: Website redesign and development for VisitCarlsbad.com
Visit Carlsbad will manage and upkeep the visitcarlsbad.com website and content/assets while
performing a complete rehaul and redesign of the domain. This will include a whole new look
and feel, user interface and technology plus expanded areas for leisure guests, meetings,
weddings attendees. The website will be expanded and made mobile friendly while providing
comprehensive listings of services and businesses within the city of Carlsbad.
10
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
Deliverables: Launch of entirely new VisitCarlsbad.com along with post-launch optimization
and enhancements and ongoing performance reporting.
Task 9: Execute brand campaign launch and provide toolkits of assets to hotel and destination
partners
With the research and strategy phase of Visit Carlsbad's destination rebrand complete, Visit
Carlsbad will deploy a new brand campaign to create a solidified persona and look/feel for the
destination. The new brand will serve as the foundation for all upcoming media campaigns,
website, content creation and other Visit Carlsbad touchpoints. Visit Carlsbad will create a
framework for our hotel and destination partners to leverage the Visit Carlsbad brand in their
customer communication channels.
Deliverables: New logo, brand style guide and partner toolkits.
Task 10: Provide a robust Group Sales program to raise awareness of Carlsbad as a meetings
destination and support our hotels in booking meetings business
Visit Carlsbad will execute a robust Group Sales program that w ill focus on new and reoccurring
group bookings as well as awareness and promotion of the destination as a premiere group
venue option. This will include managing and promoting the group incentive program while
working with the properties to attract and service new meetings. This will also trade show
participation, industry event sponsorships and partnerships and advertising campaigns targeted
to meeting planners, site visits and tours and leading sales missions with hotel partners to key
domestic markets.
Deliverables: Provide monthly reporting on group incentive resu lts and bookings, listings of
active leads and pipeline business, full schedule of events and conferences.
Task 11: Provide visitor information for tourism within the destination
Visit Carlsbad will form partnerships within the destination and utilize our owned
communication channels to provide information to visiting guests seeking more on things to do,
where to stay or any other questions while here.
Deliverables: Monthly reporting on visitor services reach and results.
Task 12: Community Engagement Program
Provide opportunities for hotel and destination partners to experience new destination
offerings, form connections and partnerships and remain educated on Visit Carlsbad's programs
and research relevant to their business.
Deliverables: Host 1 event per quarter inclusive of 3 mixers and one annual meeting.
11
DocuSign Envelope ID: CD4CF19B-C30E-46AE-B2A7-937778EEE139
ATTACHMENT A
BUDGET
FYE'23 %of Department Proposed Budget Budget
Marketing & $2,593,000 50.70%
Communications
Business Development $316,520 6 .1 9%
Group Incentive $1 ,000,000 19.55%
Program
Salaries & Benefits $980,000 19.1 6%
General and $224,650 4 .39%
Administration
Total $5,114,170
12