HomeMy WebLinkAbout2022-04-13; Carlsbad Tourism Business Improvement District; ; Visit Carlsbad Quarterly Reports (2)CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT
Staff Report
Meeting Date: April 13, 2022
Subject: Visit Carlsbad Quarterly Reports
Recommended Action
Receive reports from Visit Carlsbad for quarter ended 3-31-22.
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 third quarter of
Fiscal Year 2022-23 that will be presented to the CTB ID Advisory Board at its April 13, 2022
meeting:
• Q3 Report
o Strategic Plan Complete
o 2022 Spring Campaign
• Visit Carlsbad Budget to Actual for Third 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 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
l. Visit Carlsbad Quarter 3 Report
2. Visit Carlsbad Budget to Actual for Second Quarter Fiscal Year 2021-22
EXHIBIT 1
Destination V1s1on VJsit Carlsbad Mission Vi.sit Carlsbad Reputation Destination Position
We wDI be known as: Wrth its exciting family fun, sunny
beaches and rejuvenating lifestyle,
Carlsbad welcomes all to experience
the warmlh and vibrance of one of
California's most invigorating
destinations.
We promote and elevate the
perception of Carlsbad through
Innovative programs that enhance
the visitor economy while preserving
our exceptional quality of llfe.
Results and service-oriented
Creative
Centrally located between Los Angeles and San Diego, Carlsbad Is a
vibrant place to make memories for families and travelers Who want:
Seven miles of pristine Soulhem California beach.
Areas of Focus ..
Elevate the destination
and the brand
Create year-round
demand
Grow Group/Corporate
fflffllngs martcet
Build the
organization
■coraggiogroup
Nimble
Credible
Bok! and Innovative
Inclusive
Abundant access to outdoor recreation. including surfing, biking, and trails.
Ease and accessibility to family-friendly experiences, including Legoland.
Luxury resorts, hotels and spas, as well as affordable family options.
World-renowned golf courses and toumaments.
Success lndlcato,-{FY22/23 • baseline) Initiatives
Increase y/y marl<eting effectiveness using 2021/22 H2R Conduct brand pr&-and post-research sentiment evaluation
research as as the baseline. Launch n-brand campaign
Establish sentiment/perception baseline In 2022. Develop and deploy brand toolkit
Increase brand awareness as measured by reach and earned Develop content strategy
media impressions.
Support Increased occupancy during shoulder season. Attract/Sponsor few events through partnerships
Increase Y/'f incremental ~Ila by X% using 2021122 H2R research Develop and implement seasonal campaigns that support year-round reasons for visitation
as lhe baseline. DeveJop and Implement tactical geolfeeder market strategies + need periods
. Achieve a minimum of 50 groups lncentlvized per year . Develop a branded toolkit of assets for hotel sales teems
Support Group hotel performance as compared to competitive seL . Fonn a committee of select services properties and conduct needs assessment
Support Group actiYHy/growth based on target segments as Create dlfferenllation statements against key markets Identified by hotel partners. . Create awareness of/menu of Carlsbad experiences specific to groups
Achieve a minimum of 90% affirmative response to target . Host annual ~ting/quarterly lownhall
stakeholder engagement survey questlon(s). Design and Implement staff engagement survey
Increase economic Impact of Carlsbad tourism by X% by 2024 Implement two-year stalling growth plan
using 2022 as the baseline. Develop an equity statement that Informs all work ~ organization
Achieve successful annual audit.
Strategic Area of Focus #1:
Elevate the Destination and the Brand
Destination Rebrand
Research Phase -Completed 1,250 digital surveys of potential visitors located in Los Angeles,
Bay Area/San Francisco, Dallas, San Francisco, Phoenix/Tucson and Las Vegas
Currently running local resident survey
Next steps: Focus Groups according to trip type, social sentiment audit, brand workshop mid-
May, estimated completion June 1
Earned Media
•
•
Media Placements: 45
( 10 Golf) ( 60% Increase
Q2)
Media Impressions:
422,450,940
(828% Increase Q2)
• Ad Value: $3,907,671
(829% Increase Q2)
TRAVEL+
LEISURE
Thi~ California Flower At~,! Will
llu 1hi: Mos, h1s1agrm11111ahle
[hwcl Spm This Sprin~ ---------=------.--
TRAVll & I.BSURE
1'rluorJ 11, 2021
A.s o resdl of p,ooc.tivefy
p1khmg the ffowct t~kh;
writer Joni.:o Poi!evte'l featured
Carlsbad and rhe flower f,e!ds
u, a :ilory entHl!'ld, •1 h1i
Colifom,a flower field Will Be
1ho N\o$1 in5trJg,rommc:bte lrove!
Spot This Sp,ing•
Where I played: A, iara Golf llub, a scenic
sfaple 0 11 the LPGA's \Vest Coast. swing
CALGARY HERALD
San Diego rates high in family fun
MEDIA HIGHLIGHTS:
Conde Nast Traveler
Travel & Le isure
Variety
LA Times
Inside Hook
New Video Series:
Completed 3 videos featuring different influencers from Los Angeles and highlighting Wellness
(January} Culinary (February}and Family-friendly activities {March}:
Strategic Area of Focus #2:
Drive Year-Round Demand
=----:=:-=---~--J!I~~ ~!!!!'~~~~~---
c
Growing Good Times
• 400K total budget
• Targeting: National Markets / Los
Angeles/QC, San Diego, Phoenix
AZ I H HI: 120K +
• Flight Dates: 2/1-5/15/22
• Retargeting / Remarketing Display :15 & :30 Desktop/
Mobile Video Ads
Connected TV: :15 & :30 spots/ Digital Radio
Travel/Family focused campa igns
Hotel Visitation Remarketing Display
Broadcast TV
Website Traffic
YOY Gains:
Pageviews +46%
Visi tors +27%
Pages per Sess ion
+12%
Session Duration
+48%
Jan 1, 2022 • Mar 31, 2022:
Jan 1, 2021 • Mar 31, 2021:
6,000
4,000
2.000
Users
25.83%
151.440 vs 120,351
..,Jc,,.
Number of Sessions per User
0.87%
l .16vs 1.15
Avg. Session Ouration
47.76%
00:01 :18 vs 00:00:52
• Users
• Users
New Users
25.39%
149,772 VS 119,441
Pageviews
42.61%
307,823 VS 215,843
Bounce Rate
-23.69%
46.84%vs 61.39%
February 2022
Sessions
26.93%
175,989 vs 138,651
Pages/ Session
12.36%
1.75vs1.56
March 20
■ New Visitor ■ Returning Visitor
Jan 1, 2022 • Mar 31, 2022
Jan 1, 2021 -Mar 31, 2021
Video Advertising
• SpotX: CTV, Mobile, Desktop
2,637,000 Video Impressions
• Hulu: CTV
845,000 Video Impressions
• Premion: CTV
1,200,000 Total Impressions
SPOT>{
Now port of Magnite
PREMI O N
ONE SOlUTION. EVERY .ADVANTAGE.
Vt:?/r.l b d car a
Digital Radio
• 2,985,000 Video & Banner Impressions
• 750,000 Individuals Reached
• 18,006 Clicks to Website
pandora·
Email Sponsorships
• Visit California Sponsored Blast
180K List -National
• USAToday Sponsored Blast
1 00K Los Angeles
1 00K Phoenix / Scottsdale AZ
1 00K San Diego
Resend -2 weeks post
deployment
1115,-rl b d cars a
GROWING GOOD TIMES
Grnt weather, amazing <Udo0t' actiYitiN and M'rMn miff d pristine beaches
makes Catllbad the ported Spring getaway 1ot tho -lomiy.
I EXPLORE C"-RLSBAD
SPRING HOTEL
OFFERS & SAVINGS
From luxe ., cuool, C.rbbod hn
many cptions"" your ne,rt visit.
V1EW OFF!RS
Tako In tho !lpOC!aCUlar oolon ol h
--otCnbad Ranch.
vn:w TH£ BLOOMI
Great weMhe,; amazino CM:doot kt:Mties aftd :le\'efl mites· ot pristine beaches make
C.-fsbad CM perfea. Spring 9eteway tor the whole femity.
Spring Hotels Offers &
savings
From luxe to casual, C'.artsbad has JNny
opUcns tor 'fOVf nett vtsil':. Book 'l'OOr
stay with • package that bundle:$ in
uttapcrlcs.
Stroll the Flower Fields
Tati;e 1n ~ sput.acular COior'& thts ,pnng at
the Flower Aelds et Clr1sblld Ranch. • SO-
eae r1,nbow of ranuneulus blooms.
Expedia
• Gross Destination
Bookings: $944,000
• Room Nights: 3,935
• ADR: $240
• 38:) ROI on spend
San Diego
,~~,; )l e,::;-_______
o.-....
01 _____ ... ...,.
... cartsbad
Catch a wave or catch some rays. San Diego awaits! ----~-p ____ .....,._·_·~-~--v.p .. ......,_ ..... _...,..,o..,t.-•JJ"a ... 1M_..... ....,.__._..~_,. . ..,.....,,.,.,_ci.,.·-•,,_-_,._..._..__....,,~--••-----.-~-.....ri..r..-w -.w~..,.__,_ _ _..
-...-..:r .......... -~-. .... -~ ......... ~-o.-o.-w-!M .... .......,_ ... a.....,..~ 4-Do.p .......... -b'...,__ .. ___ ~l!IK ... !SIIU<J.
Hotel del Coronado.
Curio Collection by
Hilton ...,_.._.._....,..,..,.... He.., ___ ..., __ ......... _...,,,.
~ .. -.. ~~&....,..,. ..,_, __ ..__
♦---....~.-.-.... ..-, -~~··-..-., .. o.i-.-_._,,,.., .... ~---.. ·--"" ... .....,_,.... __ -........ ~-~~
,_ __
Park H~au Avian1
Resort, Spa & Golf
Clul>
~ ...... --·•.lt"' ............ &fJr.l_•"-"" ._..uo_.,.~ ~-----. .,._.,___,, -...........---......... __,~--:::":~-= --.--..... -,all. ,,. ....... ~ ........ .. .....
C~lt~••.,_-.. ~--•c~"""~ _..... _____ lwa, ___ ..,~---rt--• ~::.:,.,,,,, _______ ,._...,...,_,._.
,_........._1_,,, .... ~LUICIUlhO•-Cllirl,w_. _ _.._ ----.-----
Sheralon San Diego
Hotel & Marin.a
......... o....,._,~ ...... _...........,._......, __
""""'41.,,,._..-..11,.:~
--S.,,!JloiF. ... •--~ 1.,.........,.~.,,...-_.......,.,.. ___ ~-~---.., _.__ -
Bahia Resort Hotel ,..._.._..._flll,..,.r.w, -.. -...-..... ~ ... .. _.. ...... -r.-.. _,_.........., __ ...... .......
l'laWI', • ....,. ... _._, ==-:::--... --
Trip Advisor
• 2,723,000 ad impressions
• Q3 Hotel Revenue Booked
via TA: $122,469 / ADR $207
• 34 Day booking window
Tripadvisor a.
Explore Carlsbad
[ Hotels a ) ( Vocation Rentals
::=::=:::===:::
( Trmel Forums pl ) ( Hve a Trip Designer ~--~
8 (/Jl,w; (7-0 Tripi O Alerts ..
~ ) ( Thing, to Do m ) ( Rettouront1
l,!, )( Fr~u
v&,r..l bad cars
Total Impressions Served To Date: 3,248,233
Display Set A Display Set B Retargeting Display Video
2/1122 -3/31122 211122-3/31122 211122 -J/31122 2lll/22. J/31122
~ Banner ~ Banner ~ Banner (E Video
CTR: CTR: CTR: VCR:
0.14% 0.13 % 0.14% 84 %
Benchmarl: 0.12-0. I 8'1b Benchmark 0.J2-0.18'Ji, Bc:n<:hmart:0.12-0.18% B<Ocl>marl:70%
Impressions: Impressions: Impressions: Impressions:
531,785 545,377 722,425 407,150
•
7~76 X $460 = $3~92~60 Return on Ad
Unique Visitors Avg. Spend per Visitor* Destination Impact Spend
1,724 X 2 X $186 $641~28
$119: $1 =
Unique Visitors Avg. Nights ADR* Hotel Impact
'='ATAF'f
Display /Video Retargeting Campaigns <!>SOJERN
Post-Impression Travel Summary
How many travel events did the campaign drive to Carlsbad, CA?
C
Event Type
Flight Search
Flight Booking
Flight Search
Flight Booking
Lodging Search
Lodging Booking
Car Search
Car Booking
Rail/Bus Search
Vacation Search
Grand Total
Total Bookings
Total Events
6,749
820
Total Events
6,749
820
1,647
158
129
59
2
22
9,586
Total Events
1,037
Total Travelers
3,554
847
Total Travelers
3,554
847
1,305
152
97
54
1
22
6,032
Lodging Search
Lodging Booking
Total Events
1,647
158
Avg. Lead Times In Days
42.26
31.37
40.07
32.37
26.02
39.07
0.50
56.91
33.57
Total Travelers
1,036
Total Travelers
1,305-
152
Hotel Night
Stays
4,227
300
Avg. Length of Stay In Days
3.18
2.46
2.55
2.13
4.53
4.58
0.00
3.86
3.02
Hotel Night Stays
300
Broadcast TV
• Filmed 5 news hosted lifestyle
segments -Fox 5 Locallist SD
• Two Hotel
features/Village /Flower
Fields/Strawberry Fields focus
pieces
• Segments airing in April
Influencer Marketing
• 15-20 High Impact Influencer
Visits
• 1 .3M followers reach
57K engagement YTD
• 120K Video Views
• 64K Blog Visits
mayandtravel -.a., v •··
1,049posts 281krobffl 29Sfolowtn;
Moy ·----... SloW MYing on the~ with @ldetekandtr...i ~ and ·--1 trvst God n eve,ylNng!
www.lnanbymay.ccm/lvlng/the-one--flop~shop,-for-outdoor.-ga,--blco
.. ...__.,, ··-
halliedaily o -.a., .. -......--··--.. --·-----.----· :.:.::.::=.·
0
"
Canada Brand USA Partnership
• Level 1 Sponsorship March -
June 2022
• Expedia Canadian Custom
Landing Page
• Digital Magazine Inclusion
• Social Campaign /
Facebook carousel Ads
• Visit California Road Trips
Inclusion
Carlsbad,
California,
is Calling.
V:Sfr. carlsbad
~ ..... *,,,..,.....~c.-.. :...,.--_.,.-_,,_"-___ ftlM __ ,._...,.u... .... ,.,. I
,.._.,,_~._.......c--. ... -•----------¼ -,,_....., _ _,_..~c,_.._.,._,._,,~_.,. ___ .,.,_.,. ___ """"' _______ ir••s.~
•---··~-..... -.,. ..
Dining Outdoors Btaehes
~.-..-....... -...... ~..i e.,,, ____ ...___,,, .. .,_ -~----.. eir-..~ ___ ,,,______ ~==·~====· ::==::..-· ~--
Sho~tng Cartsbad v,1:ta9e __ .. !M,__CI'--~ -r...~------11.-.. -~~---CII"'-•-----•-.-0--111' --------••"-'c .....
Select hotel offers in Carlsbad
,..,,s.. ... Rftidancee .. .....__ ,..tw,.nMW"•~to.•Oolt-
-~~ --=--~ Utfl~-,
Gott
______.
\~--'t:,,.-
.-~· .. __ ... _"'
-~tiU'Gll~1111,■-. ~,-----.. ---------
-------------
V:Sir.. car
Pedal2Petal
Campaign
• Earned Media Push -
Launched March 1st
• Des tination Web App for
curated destination
stops
• Uniq ue campaign
offerings at various
Carlsbad businesses
-·--. -... __ . --~ ----·· -====--==-==: ... _______ .. _._.... ___
-------.---·-
Family Activities
Rest.au rants
------+ 0 ...
--
Strategic Area of Focus #3:
Grow Group/Corporate Meetings Market
Destination Tour with Meeting Planners
Hosted 20 Meeting Planners on destination tour
and listening session on strengths and
weaknesses of Carlsbad as a meetings
destination
Findings to support Resort to Better Meetings
Campaign and destination brand strategy
Resort to Better Meetings
Campaign
Developed MeetingsinCarlsbad.com mini-
site
Advertising campaign utilizing sponsored
Linkedln posts and Northstar email blasts
to 23,000 meeting planners (3x)
1/B,r.l b d cars a
GROl.f'HOTn.S&RESQqTS
b5'MTH MEETINCSJW:EJ
5,000•
OOOMS
SA.NDIEGOINTI.AIRPOflT
30
-OR!\IE
Resort to Better
Meetings in~
CA
Wrekomli tO)O.M rim.remrt klr nwetlngl.SN howCOHtal k,xury
andl,;i,d-back~ht@ndwa,~~khtl~Dmeetlng -~ what'I posaibte~ ou, etegal'\trft0tt1al'ldsp-. r~
holffl •nd ~ inctoor MIil outdOOr Wnuff-Th«\, eJCDlol'e OUI
bffch 10,1,,rls ~ NtW'al NJ!uty-Ii..,_ mtlet.ol Soutne,n
QtlforMI COHtl.lfW and m.l 9,-'Stf"ffll,, wotld·dltK gort c:outM$,
,ercne t.goDns and an opbr'NII )'Ht-tOUnd clim,,te.
For t,ecutt.,,. r.trnm, solc!s conl'-"NM"ICN, locontM ualo'el
programs. and mote. -~ )'OC,I to ptM ,-our Calfomla
...C.,.to~ffiN't1ngll.
Bi'liiiih·ihii
VEAR:~A\IEAACE ID4P.
263
Sl.NNVOAYSPER'l'£.AA
18
SPECW.. EVENT VENUES
168,000
SO.FT
Palatial Resorts, Coastal Hotels
& Dramatic Enhancements
Developed New Group Incentive Program
5% of Total Room Revenue up to $20,000
Program Concept approved by CTBID
Next Steps: Press release, incorporate into meetings campaign, finalize process/agreements;
host Hotel Sales Staff Mixer to Introduce/Train the industry on the program April 19
Strategic Area of Focus #4:
Grow the Organization
Office Space
Signed lease for State and Oak in
Carlsbad Village
Staffing
Hired Jed Arrogante
Busin ess Development Manager
Welcomed 3 New Visit Carlsbad Board Members
Kent Seiders, Legoland California Resort
Yolanda Hartley, Home 2 Suites by Hilton
Nicole Buczek, Azul Hospitality Group
Speaking Engagements/Podcasts:
City Council, Economic Development Subcommittee, High Noon Rotary, Carlsbad Chamber
Board Meeting, Carlsbad Village Voices, The Travel Vertical podcast, Carlsbad Chamber
People, Places Impact podcast
Raising Visit Carlsbad's Profile Locally:
Carlsbad Village Community Cleanup
Agua Hedionda Foundation
Tourism Industry Engagement:
Visit California Outlook Forum
California Travel Association Board Meeting
(,J\RLSBJ\D
EXHIBIT 2
VISIT CARLSBAD! CARLSBAD'S DMO
Budget vs. Actuals: REVISED BUDGET 2021-2022 -FY22 P&L
July 2021 -March 2022
Total
%of
Actual Budget over Budget Budget
Income
700 Public Sourcas 0.00 0.00 a.oo
701 CTBll R-,ues 1,472.080.54 1,644,503.82 -172,,42328 89.52%
Total 700 Pubic Sources $ 1..472,080.54 $ 1.644,503.82 .$ 172,A23.28 89.52',(,
705 Pr1val• Sources 0.00 0.00 0.00
707 Coop Adv.tislng 9,000.00 9,000.00 0.00 100.00%
Total 705Pr1valeSouroes $ 9,000.00 $ 9,000.00 $ 0.00 100.00%
Total Income $ 1,"81,080.54 $ 1,4153,503,82 -$ 172,423.28 89.S7%
GrolSProfk s 1,.S1,080.54 $ 1,653,503.82 -s 172,423.28 119.57'.4
Expensu
800 Lebor Expenses 0.00 0.00 0.00
I01 Salaries• Direct ubor 0.00 0.00 0.00
801.1 Preeldent & ceo 114.207.72 113,360.52 847.2ll 100.75%
801.2 \/loo P,nld-,t of M,riootlng & Communications 81,229.22 80,811.86 417.36 100.52%
801.S Bullln-Dovelopment Managw 0.00 17,917.00 -17,917.00 0.00%
801.A Communications Manager 0.00 5,417.00 ·5,417.00 0.00%
Total 801 Salarla • Direct Labar $ 195,-436.IM $ 217,SOl!.38 .$ 22,0611.44 89.85%
802 Staff Bonus Pool 0.00 0.00 0.00
803 Emplol/N Banafks 21,673.15 53,:ire.13 -31,532.98 40.73".4
804 P1tY<OII Tax E>cpense /SUl,FUTA) 15,613.94 17,334,92 -1,720.98 90.07%
805 Worl<mans Comp 884.00 3,552.00 -2,668.00 24.89%
806 "°1K Company Match 1,066.68 0.00 1,066.68
Total IIOOLllborExpen ... 234.674.71 $ 291,519..43 ·$ !56,924.72 80.48".4
900 Promotional Programs 0.00 0.00 0.00
901 Advertising & Production 0.00 0.00 0.00
901.1 Winter/Spring Ad Cwnpalgn 209,720.50 329,000.00 -119,279.50 63.74%
ll01.2FIII Ad Campaign 285,362.86 338,871.63 -53,508.97 84.21%
101.3 Golf Markallng Ctmpalgn 15,000.00 100,000.00 -85,000.00 15.00%
901.A Expedia SD Co-op Cwnpaign 45,000.00 45,000.00 0.00 100,00%
Total 901 Advertising & Production $ 555,083.311 $ 812,871.83 -S 257,7118.A7 18.29%
902 Dutlnatlon R_,,.ch 30,053.61 117,400.00 -87,346.39 25.60'.4
903 T,_ & Entertainment 5,885.55 12,421.20 -8,535.65 47.38%
904 DuM & SUbwiptlons 12,073.29 15,791.78 -3,718.◄9 76.45'/,
905 Collslwsl Prod. & Fulfillment 1,563.98 2,563.98 -1,000.00 61.00%
908 PubRc Rolatlons Ewnts 97,503.55 83,816.87 13,686.68 118.33%
Total 900 Promotional Programs $ 702,163.34 $ 1,044,865.M -s 342,702.32 67.20%
911 Sodll Media Adwrtlolng 33,102.00 35,992.32 ·2,890,32 91.97'/,
912 Google PPC/Dlspt..y 62,386.44 54,587.31 7,799.13 11◄,29%
913 Content Creation 11,700.00 12,500.00 -600.00 93.60%
914 Video Programlng/Dewlopment 16,998.97 36,750.00 -19,751.03 '46.26%
915W-•Red&lgn 0.00 -40,000.00 -40,000.00 0.00%
916 Ad Agency Cwnpalgn/Crutfw Dr.1ok>pment 95,000.00 300,000.00 -205,000.00 31.67%
917 R«narkotlng Cwnpalgn 42,500.00 46,688.00 -◄,168.00 91.07%
918 Mobile '\llsltor Cent• Exp-c.a 0.00 0.00 0.00
1119 Website Hosting 4,352.35 4,250.00 102.35 102.41%
ll20 PR Media FAMMslto 20,888.59 19,015.98 1,872.61 109.85%
921 Dlgkal Agency F-20,998.66 20,471.76 526.90 102.51".4
922 Photo Shoots 0.00 20,000.00 -20,000.00 0.00%
923 Group Direct Services 0.00 0.00 0.00
923.1 Technology 0.00 1,500.00 -1,500.00 0.00%
923.2 Sije Inspections 1,75288 3,m.oo ·2,020.12 '46.46%
923.A Group lncentl\/0 10,000.00 61,333.00 -51,333.00 16.30%
923.5 Sponsorshlp/P-,ntr.iilps 0.00 5,000.00 -5,000.00 0.00%
923.6 Markotlng/Adwrtlslng 50,624.14 60,000.00 ·9,375.86 84.37%
923.7 Travel & Entortolnment 1,089.41 4,538.04 -3,448.63 24.01%
1123.8 Traduhows 0.00 9,000,00 -9,000.00 0.00%
Totll 923 Group Direct Senloes $ 63,466.43 $ 145,144.(M -$ 81,677.61 43.73%
950 General Admlnlstratlon E>cpenses 0.00 0.00 0.00
951 Bank SeM00 Charges 190.45 154.95 35.50 122.91%
952 Equlpma,t Rental & lhlntenMC4 2,358.60 3,184.70 -826.10 74.06%
115SfacilityReplilrs & Maint_,.,.., 0.00 2,400.00 -2A00.00 0.00%
954 Gen.,.,I Ll,t,llly lnsuranC4 1,042.00 1,020.00 22.00 102.16%
1156 Offi0a Supplies 814,35 13.559.99 -12,7'45.64 6.01%
957Po~• 0.00 40.00 -40.00 0.00%
958 T_,, • General 169.04 169.04 0.00 100.00%
959Telephona 5,M1.61 7.188A1 -1.ses.eo 80.71%
960'Prof-nal ~ t2,708.49 15,473.49 -2,765.00 8'2.13%
961 OfflcaSpaa, Rental 98.371.24 17,556.00 00,815.24 560.33%
962 Mlletllaneou• Elcpentet 1,707.23 587.95 1,119.28 2ll0.:J7",(,
963Utllkles 1,044.56 2.809.35 -1,764.79 37.18%
964 Computer Expense 9.99 2,009.99 -2,000.00 0.50%
Total 950 Genwal Admlnlstratloo Expenses $ 12"-217.58 $ liS,153.Sl' $ 58,083.e!I 187.TI",(,
P-vrc,U Elcptn-0.00 0.00 0,00
Comp.,1,1Contributlon1 0.00 0.00 0.00
Pra-Tu 401(k) 2,133.36 0,00 2,133.36
Tatel Company Contributions $ 2,133.36 $ 0.00 $ 2,133.36
Total PeyroU !!>pen-$ 2,133.116 $ 0.00 $ 2,133.36
Unapplled Cash BIii Payment Expa,se 0.00 0.00 0.00
Total Expenses $ 1,434,582.41 $ 2, 137,998.37 ·$ 703,415.96 67.10%
Not Op-Ing Income $ -16,-13 ·S -,494.55 $ 530,992.68 -9.60%
Financial Update
March 31, 2022
CTBID Assessment Revenue
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Feb2 March April May2 June2 July2 Aug2 Sept2 Oct2 Nov2 Dec2 Jan Feb
Hotel Timeshare STVR$130,489$242,440$597,480$451,563$354,184$372,062$798,087$564,360$407,996$409,170$315,191$341,965$349,006Month of hotel stay
2021-22 Budget to Actual
Budget Actual Difference
2021/22 3/31/2022
Revenues:
CTBID Assessment $ 3,600,000 $ 4,303,334 $ 703,334
Interest Earnings $ - $ 13,313 $ 13,313
Total Estimated Revenues $ 3,600,000 $ 4,316,647 $ 716,647
Expenditures:
2% Administrative Fee - City $ 72,000 $ 78,771 $ 6,771
CCVB Contract $ 3,000,000 $ 1,722,080 $ 1,277,920
Staff support $ 50,000 $ 11,430 $ (38,570)
Civitas Contract $ 50,000
CTBID Grants $ 100,000 $ (100,000)
Total Expenses $ 3,272,000 $ 1,812,281 $ 1,146,121
FYTD 2021 vs 2022
Actual Actual $%
Revenues:3/31/2021 3/31/2022 Difference Difference
CTBID Assessment $ 881,277 $ 4,303,334 $ 3,422,057 388.3%
Interest Earnings $ (4,215) $ 13,313 $ 17,528 -415.8%
Total Estimated Revenues $ 877,062 $ 4,316,647 $ 3,439,585 392.2%
Expenditures:
2% Admin. Fee - City $ 14,804 $ 78,771 $ 63,967 432.1%
CCVB Contract $ 345,333 $ 1,722,080 $ 1,376,747 398.7%
Staff support $ 12,918 $ 11,430 $ (1,488)-11.5%
Civitas Contract
CTBID Grants $ - $ - 0.0%
Total Expenses $ 373,055 $ 1,812,281 $ 1,439,226 385.8%
Financial Highlights
Feb CTBID Revenue collections $349,006
Feb TOT Revenue $1,848,276
Feb Occupancy rate 64.0%
Last 12 months CTBID rev is up 543%over the prior 12 month
period
Occupancy is up 20.2% over the previous year
Current Reserve balance = $1,790,222
Total number of hotel rooms 5,059
Smith Travel Research Data
Tab 2 - Multi-Segment Currency: USD - US Dolla
Visit Carlsbad
For the month of: February 2022
2022 2021 2022 2021 2022 2021 2022 2021 2022 2021 2022 2021
City of Carlsbad, CA+64.0 40.0 175.68 108.56 112.50 43.44 56.9 36.7 166.04 105.50 94.42 38.77
San Diego County, CA 66.8 43.3 168.63 110.40 112.63 47.85 59.7 38.6 158.17 104.97 94.46 40.53
San Diego/La Jolla, CA 69.2 39.2 211.54 141.74 146.32 55.61 61.3 33.4 205.47 136.01 125.99 45.48
Sea World/Old Town/Airport, CA 64.6 39.3 163.58 122.10 105.67 47.98 57.6 33.2 151.38 114.07 87.24 37.82
Santa Barbara, CA+68.3 47.2 267.04 184.42 182.46 87.07 60.5 40.2 248.30 163.91 150.33 65.87
Palm Springs, CA 71.9 45.3 249.16 154.07 179.15 69.73 63.7 36.7 226.27 139.88 144.10 51.35
Anaheim, CA 67.5 56.3 104.90 74.02 70.83 41.70 62.7 53.7 101.96 72.77 63.88 39.07
Santa Monica, CA+72.7 33.4 442.15 232.84 321.50 77.87 61.4 25.2 387.81 223.29 238.02 56.19
City of Oceanside, CA+60.9 52.2 138.39 86.74 84.22 45.27 55.7 48.6 129.68 85.03 72.24 41.34
City of Dana Point, CA+52.6 21.3 352.91 313.70 185.63 66.74 41.0 19.6 346.78 289.05 142.15 56.51
City of Newport Beach, CA+52.7 29.6 317.62 255.16 167.44 75.46 44.7 26.2 312.81 250.35 139.83 65.67
Huntington Beach, CA+64.2 41.4 226.56 166.06 145.51 68.68 54.6 36.7 209.04 153.60 114.17 56.32
Current Month - February 2022 vs February 2021
Occ %
Year to Date - February 2022 vs February 2021
Occ %RevPARADRRevPARADR