HomeMy WebLinkAbout2023-01-11; Carlsbad Tourism Business Improvement District; ; CTBID Grant ApplicationsDocuSign Envelope ID: C78955BA-DCB3-4B8D-A18E-F4C06O8CE6AA
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT
Staff Report
Meeting Date: Jan. 11, 2023
Subject: CTBID Grant Applications
Recommended Action
1. Adopt a resolution approving the grant request for the Carlsbad 5000 and allocating
$20,000 to fund the grant proposal, as recommended by the Visit Carlsbad Board; and
2. Adopt a resolution approving the grant request for the Bike MS: Bay to Bay and
allocating $21,875 to fund the grant proposal, as recommended by the Visit Carlsbad
Board
Item Explanation
In 2008, the CTBID Advisory Board approved initial guidelines to establish the formal grant
program to support tourism and tourism-related events in Carlsbad.
At its March 24, 2022 meeting, the Advisory Board established an Ad Hoc Grants Subcommittee
to evaluate the current program and make recommendations for potential changes to the grant
criteria, budget and desired impact. The Ad Hoc committee met several times ahead of the
FY2022-2023 budget process and recommended an increase in the budget for grants in order to
amplify the impact and incentive new events in Carlsbad. They also recommended allocating
funds to stand up a destination transportation service -or shuttle service -to move visitors
around Carlsbad.
As part of the FY2022-2023 CTBID budget, the CTBID Advisory Board approved $1.S million to
be used for tourism and tourism-related grants, a significant increase from previous years. This
necessitated an update to the CTBID grant criteria and guidelines.
The Ad Hoc Grants Subcommittee subsequently met two additional times to advise on updates
to the grant criteria and guidelines. On Oct. 12, 2022, the CTBID Advisory Board approved an
updated Grant Policy, to be effective immediately.
The updated objectives of the grant program are to:
• Fund programs or events that are going to increase overnight stays in hotels
• Encourage the development of innovative tourism products
• Elevate Carlsbad's brand as a premier destination
• Promote collaboration within and across sectors of the tourism industry
Jan.11 .2023 Item #4 Page 1 of 50
DocuSign Envelope ID: C78955BA-DCB3-488D-A 18E-F4C06O8CE6AA
• Reach important travel segments such as multicultural, family and senior markets
• Support the efficient and convenient movement of visitors around the destination
Since the grant policy was approved in October, staff has received two grant applications:
1. The Carlsbad 5000
2. Bike MS: Bay to Bay
As a resu lt of its review and evaluation, staff, along with the Visit Carlsbad Board of Directors,
has recommended approval for both applications. Summary information about the events can
be found, below:
1. The Carlsbad 5000 {approved as a brand positioning event with accountability)
The Carlsbad 5000 has req uested a $20,000 grant, based on the budget presented (Exhibit 1
-Attachment B). This requested amount meets the requirement not to exceed 25% of the
total budget.
The Carlsbad 5000 is an annual 2-day running eve nt in the spring that brings over 10,000
runners and spectators to Ca rlsbad Village. An iconic eve nt not only in San Diego or California
but in the international running world. Known as the "World's Fastest SK", the annual road race
attracts runners of all ages and abilities, including the fastest professional runners in the world
competing in the Elite Invitational. It's not just a mon iker -the Carlsbad 5000 has set 17 World
Records and 8 U.S. records for the SK road distance since its inception in 1986.
Event organizers estimate that they will bring 2,500 out-of-town visitors and generate
approximately 1,500 room nights.
The complete application and supporting materials can be found as Exhibit 1 -Attachment A
to the staff report. Th e Visit Carlsbad Board voted to recommend approval of a $20,000
grant for a brand positioning event.
2. Bike MS: Bay to Bay
Bike: MS Bay to Bay has request ed a $25,000 grant. Based on the estimated event budget
($87,500), a maximum grant allowable under the grant policy would be $21,875.
The National Multiple Sclerosis Society hosts an annual two-day cycling event ca lled Bike
MS: Bay to Bay. Hosting 1,500 participants along California's beautiful so uth coast, Bike M S
has a huge presence in the city, where the event starts and finishes on both days. Bike MS
has helped raise over $2.5 million for the National MS Society for research and services.
These funds provide services (support groups, financial ai d, etc.) and medications for those
affect ed by multiple sclerosis, as well as fund research to help find a cure for the disease.
Event organizers estimate that they will bring 1,700 out-of-town visitors and generate
approximat ely 400 room nights.
Jan. 11,2023 ltem#4 Page 2 of 50
DocuSign Envelope ID: C78955BA-DCB3-4B8D-A 18E-F4C06D8CE6AA
The complete application and supporting materials can be found as Exhibit 2 -Attachment A
to the staff report. The Visit Carlsbad Board voted to recommend approval of a $21,875
grant for a room-generating event.
Fiscal Impact
The CTBID Budget contains an appropriation of $1.5 million for CTBID Grants. If approved,
grants would be funded from this budget. No further appropriation is required. Grants for room
night-generating events will be paid at 50% of the awarded grant up front with 50% held in
reserve until the completion of the event and proof of certain requirements are met.
Environmental Impact
This action does not constitute a "project" within the mea ning 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 foreseea ble indirect
physical change in the environment.
Exhibits
1. Resolution approving the grant request for the Carlsbad 5000 and allocating $20,000 to
fund the grant proposal, as recommended by the Visit Carlsbad Board; and
2. Resolution approving the grant request for Bike MS: Bay to Bay and allocating $21,875
to fund the grant proposal, as recommended by the Visit Carlsbad Board
Jan. 11,2023 Item #4 Page 3 of 50
DocuSign Envelope ID: C78955BA-DCB3-4B8D-A 18E-F4C06D8CE6AA
EXHIBIT 1
RESOLUTION NO. 2023-002
A RESOLUTION OF THE ADVISORY BOARD OF THE CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT APPROVING A GRANT PROPOSAL FROM
THE CARLSBAD 5000 AND ALLOCATING $20,000 OF CTBID GRANT FUNDING
FOR FY2022-23 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, on October 12, 2022, the Advisory Board updated its Grant Policy to further
support tourism and tourism-related events in Carlsbad; and
WHEREAS, organizers of the Carlsbad 5000 submitted a grant application (Attachment A & B
to this resolution), which was deemed to be complete and to meet the requirements of the Grant
Policy; and
WHEREAS, per the Grant Policy, the Visit Carlsbad Board reviewed the application and made a
funding recommendation to the CTBID Advisory Board; and
WHEREAS the CTBID Advisory Board at its January 11, 2023 meeting, reviewed, discussed, and
approved the grant application.
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 the Advisory Board approves the grant proposal from the organizers of the Carlsbad
5000 and allocates grant funding in the amount of $20,000 to the Carlsbad 5000 in
accordance with grant policy guidelines.
Jan. 11. 2023 ltem#4 Page 4 of 50
DocuSign Envelope ID: C78955BA-DCB3-488D-A 18E-F4C06D8CE6AA
EXHIBIT 1
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Advisory Board of the
Carlsbad Tourism Business Improvement District on the 11th day of January 2022, by the following
vote to wit:
AYES: Stripe, Canepa, Rauch, Chapin
NAYS: None
ABSENT: Mason, Zupanski, Becerra
ABSTAIN: None
Jan. 11, 2023
TIM STRIPE, Chair
SHERRY FREISINGER, City Clerk
(SEAL)
ltem#4 Page 5 of 50
Exhibit 1 -Attachment A
CTBID Grant Guidelines & Application -FY 2022-2023
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
Grant Application -FY 2022-2023
(city of
Carlsbad
Use this form to apply for a CTBID grant to fund a program or event.
NOTE: CTBID grants to fund destination transportation services will hove a separate application and
defined call for applications. To express interest or to ask a question, email business@carlsbodca.gov
Applicant Information
Name of proposed program/event: Co..<\ sba..a S'ono
Name of Applicant/Organization: 6 r o ~..awoc ~ e W\~ \l'-..'(t,t\.l e I l,L C.
Address: t 1 l.\ GI< ~"-S "' .. ~ o,. J ~k. l AJ
J
Contact Name: , Jo kV\ S "'~ f-h Title:. _____________ _
Email: d0 k"@ Ct-<IJ~~ !'aoc> • CAM Phone: 6f ,f -513-I l(,'11
Federal Tax ID # or Social Security#: g J -114 0 Y 61
Amount of Grant Request:
$ 2.o,oa o
Program/Event Description (Use up to five additional pages if necessary for the following answers):
Proposed Date or timeframe of event: Ar<; I 1-l, io i J Is the date firm 1 'I e..J
Describe your program or event: Include potential alignment with key experience pillars, whether the
event is a new event and If there Is potential to establish as a marquis recurring event for Carlsbad.
%(..f o( 'h C)\-'N,, d.t> ~~+
Describe how the program/event will benefit tourism in Carlsbad:
,_ t, ~ h ~ d.»vv-~-1
Projected number of out-of-town visltors:. __ 1........_/_S"_0_0 ____ _
Projected number of hotel room nights utillzed: ___ I_,,,.., _5_0_0 __
Carlsbad Tourism Business Improvement District
1635 Faraday Ave. • Carlsbad, CA 92008 , 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov
CTBID Grant Guidelines & Application -FY 2022-2023
Describe the estimated media coverage of the event:
fl&,( n ~ <L>t~~f
Experience with Proposed Program/Event
Has the program/event taken place before In Carlsbad? If so, how many times has it taken place?
1~s. <-vif) ~t~r: ..s:",~ /'IS(,. P~1ii~s -fwSiftAf5 cl~
' Cov~-i-M 1> w .. c. Describe program/event history, compliance, success, etc.: l
Financial Capabilities/Budget CTBID Grants cannot make up more than 2596 of overall event revenue.
Describe other funding sources and levels including committed funds and potential matching funds:
Cl<~ b a&« cl.!CM~f
Describe how CTBID grant funds would be used: (See list offunding limitations)
/lA1c.t -b a~ d.o""' ~t
Applicant Background
This applicant Is a (an):
__ Non-Profit A-For-Profit __ Local Public Agency __ Individual __ Other
Years in Business: 37 Number of Employees: J Number of Volunteers: 2)0
Are there other organizations, agencies, or businesses partnered on this application? If so, list them:
Carlsbad Tourism Business Improvement District
1635 Faraday Ave. • Carlsbad, CA 92008 • 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov
fo
CTBID Grant Guidelines & Application -FY 2022-2023
Marketing Materials Requirement
CTBID grant recipients will be required to recognize on all printed material that grant program is funded
in part by the CTBIO.
The applicant acknowledges and agrees to adhere to the marketing requirements described above.
-X_, acknowledge marketing requirements
Reporting Requirements
Depending on the grant amount and type of program/event, a report on how granted funds were spent,
event budget, number of room nights generated, proof of meeting marketing requirements, and/or a
media coverage recap may be required to be filed with the CTBIO within 30 days of the event
conclusion. Proof of program expenses (i.e. receipts) are required to be held for two years during which
time the CTBID reserves the right to audit the records.
CTBIO staff will provide the applicant with any necessary reporting requirements prior to the
distribution of funds. As noted in the CTBID grant guidelines, should a grant-funded event fail to take
place, or miss its target by more than 50%, the grant recipient may be required to return a portion of or
all granted funds to the CTBID.
The applicant acknowledges and agrees to adhere to the reporting requirements described above.
X I acknowledge reporting requirements
Certification
I, the undersigned, do hereby attest that the above information is true and correct to the best of my
knowledge and that if awarded funds II rk ting and reporting requirements will be met.
Submittal Information
To submit your application, email a completed copy, including attachments to business@carlsbadca.gov
with the subject: CTBID Grant Application.
Allow two business days to acknowledge submittal. CTBIO Staff will keep applicants informed of
progress during consideration.
If you have questions about the application, please email business@carlsbadca.gov.
Carlsbad Tourism Business Improvement District
1635 Faraday Ave. • Carlsbad, CA 92008 • 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov
DocuSign Envelope ID: C78955BA-DCB3-4B8O-A18E-F4C06O8CE6AA
CTIB GRANT APPLICATION FORM
Describe your program or event:
The Carlsbad 5000 is an annual 2-day running event in the Spring that brings over
10,000 runners and spectators to Carlsbad Village. An iconic event not only in San
Diego or California but in the international running world of running. Known as the
"World's Fastest 5K", the annual road race attracts runners of all ages and abilities,
including the fastest professional runners in the world competing in the Elite Invitational.
It's not just a moniker -the Carlsbad 5000 has set 17 World Records and 8 U.S. records
for the 5K road distance since its inception in 1986. Saturday, April 1st, is the annual
Health & Fitness Expo in Carlsbad Village. Runners/friends & family pick up their race
items and engage with the 40+ endemic and non-endemic brands activating on-site. On
the main stage, we have a 6-hour run-of-show consisting of various fitness classes,
yoga sessions, running seminars, and Q&A's with keynote speakers, including our
ambassador, Olympian Meb Keflezighi. On Sunday, April 2nd, over 7,000 runners
compete in various categories based on age and ability, all culminating with the Elite
Invitationals, where we expect over 3,000 spectators to line the course for a chance to
witness a world record-setting race. Throughout the day, runners, spectators, and
friends & family enjoy the famous Party by the Sea in Carlsbad Village. Including a live
band and the Pizza Port Beer Garden.
Describe how the program/event will benefit tourism in Carlsbad:
The Carlsbad 5000 holds an iconic prestige in the running world, which draws a large
destination crowd. We want to take advantage of this legacy and create an
all-encompassing destination weekend for our audience beyond the excitement of race
day. Our plan is to create a destination program with a goal of increased travel and hotel
nights booked in the City of Carlsbad. We will partner once again with Visit Carlsbad
and all the local properties to develop compelling offers, feature hotels, and increase
our out-of-market participants along with an increased number of friends and family. In
2022, per our report, we drew in over 1,000 estimated hotel nights booked on behalf of
our 2-day event. 27% of our runner base came from outside San Diego County, and our
registrant data recorded that runners from 33 states and 15 countries traveled to
Carlsbad to participate in the Carlsbad 5000 in 2022.
Describe the estimated media coverage of the event:
In 2022, we had an estimated 77 Million media impressions. Please refer to the full
recap of 2022 PR & Media in the deck I've included. We are hoping to increase these
numbers with the help of this grant for 2023 and future use. Our goal is to attain 100
Million media impressions over the course of the 2023 event cycle.
Jan. 11, 2023 Item #4 Page 9 of 50
DocuSign Envelope ID: C78955BA-DCB3-4B8D-A18E-F4C06D8CE6AA
Describe the program/event history, compliance, success, etc:
The Carlsbad 5000 has been a Spring staple in the Carlsbad community for 37 years.
We have set 17 world records at the 5K road distance, earning our tagline and
trademark; the World's Fastest 5K. We work closely year-round and cherish our
relationships with the City, Police Department, and community of Carlsbad along with
organizations such as Visit Carlsbad, Carlsbad Village Association, and the Village
Faire. It is a legacy event honored by the global running community and in 2022, we
saw an incredible attendance rate and immensely positive response after our return
from a 2-year hiatus due to Covid-19. In 2022, our event sold out with an attendance of
7,000 runners and 3,000+ spectators.
Describe other funding sources and levels including committed funds and
potential matching funds:
Our LLC, Groundwork Endurance, spends $50,000 in yearly marketing and advertising
efforts. Our race is a for-profit entity that relies on participant registration and
sponsorship money to meet our yearly budget goals. In 2022, with a limited budget and
conservative planning, we were able to hit our registration sell-out number and gauge
the increased demand for our event post-pandemic. In 2023, we are looking to expand
in terms of marketing efforts to bring in a larger out-of-market contingency to the City of
Carlsbad for our 2-day running event.
Describe how CBTID grant funds would be used:
The CTBID grant funds will be used in marketing efforts to bring in runners along with
friends and family from outside of San Diego County to the City of Carlsbad utilizing
specifically targeted hotel accommodations and tourist attractions in the City of
Carlsbad in partnership with our 2-day running event. We want to create high-level
video content with an emphasis on Carlsbad sights and attractions beyond the Carlsbad
5000, and with specific Carlsbad and Visit Carlsbad branding and ad placement within
campaigns. Following the race in 2022, our video production broadcast of the event was
extremely well-received in the global running community. Our 17-minute video of the
Men's and Women's Elite Invitational now has 110K views on YouTube. The video
highlights th e City of Carlsbad throughout the broadcast by use of drone footage and
Carlsbad-specific commentary by world-renowned running commentators, Tony Reavis
and Meb Keflezighi. We want to expand on this success by creating shorter video
content to attract runners from all over the US to visit Carlsbad and not only run the
Carlsbad 5000, but also spectate one of the legendary elite races in the world. In
addition to this video content-specific campaign highlighting travel and hotels in
Carlsbad in partnership with Carlsbad 5000, grant funds will be used in specific
methods as documented below:
Jan. 11 ,2023 Item #4 Page 10 of 50
DocuSign Envelope ID: C78955BA-DCB3-4B8D-A 18E-F4C06D8CE6AA
• Digital and social marketing opportunities with influencers and other trackable
digital channels (e.g., paid digital and social media advertising, e-blasts, website
takeovers, banner ads, podcasts, and other media opportunities)
• Out-of-home advertising in Los Angeles, Northern California, Arizona, Nevada
• 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)
Jan. 11 , 2023 ltem#4 Page 11 of 50
Jan. 11, 2023
WORLD'S FASTEST SK
Iconic road race featuring
nearly 2 miles along the
coastline overlooking the
sand and surf of the
Carlsbad beaches
ALL DAY 20K
Runners complete a total of
20K by running the 5K
course four times
JUNIOR CARLSBAD
Tiny racers take on a
1-mile or half-mile distance
on the famed Carlsbad
5000 course
Item #4 Page 14 of 50
,
Carlsbad 5000 is an internationally recognized event, drawing 7,000 runners in 2022. 27% of those
runners came from outside San Diego County
ESTIMATED HOTEL NIGHTS in 2022
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THANK YOU •• ce:L~S~~~fs:PIV.1 ·
PRESENTED BY
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1'111111111111 UNIVERSITY
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PRESENTED BY
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ltem#-4 Pagetaof50
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17%
San Diego County
69%
The 2022 Carlsbad 5000 hosted a field of . ~ . runners representing 15 countries & 33 states
Jan. 11, 2023
Bachelors Degree
42%
Professional Degree
13%
High School Diploma
14%
Masters Degree+
31%
Item IA P•;t 21 Of 50
Jan.11.2023
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Check out the 2022
Elite Race on YauTube
· ' Over 705K views!
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1t.m t-4 Pa;e 23 of 50
Presenting Partner
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Jan. 11, 2023
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PR/ Media Recap
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Item #4 Page 26 of 50
Event Overview I
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After a 1,092-day pandemic-delay, the Carlsbad 5000 returned on Sunday, May 22, 2022. The event earned an estimated
77,180,000 online, broadcast and print media impressions. (Source: News Exposure, Nielsen Media Research, Inc.)
Event Higb_lig_hts
• After a three-year pandemic hiatus, the Carlsbad 5000 presented by
National Universitycelebrated its 36th runningon Sunday, May 22.
Sixteen world records have been set at Carlsbad, earning it the nickname
"World's Fastest 5K"featuring nine age-group and kid's races, starting with
the Men's Masters at 6:55 am.
In addition to many of San Diego's fastest runners, the race attracted the
star power of defending championEd Cheserek, who defended his title,
winningin 13:44.
Ethiopia'sBiruktayitDegefa, the three-time Houston Marathon champion,
made her 5K debut on the road an impressive one, winning in 15:29, a 4:59
per-mile pace.
Over 6,000 runners and joggers enjoyedthe splash of the surf and clean
salt air along the traffic-free Pacific Coast Highway 101, then sipped two-
free brews in the Pizza Port Beer Garden.
The race's official charity was the Lucky Duck Foundation, a local non-
profit dedicated to fighting homelessness in San Diego County.
Jan.11,2023 ltemt4 Page27 of50
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SPORTS
In the long run, Carlsbad 5000 too iconic to fade away
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■ SPORTS
Reigning Champ Ed
Cheserek Edges San
Diegan Reid Buchanan in
Carlsbad 5000 Return
by Editor
May22,2022
Share this: 0 G) ~ • r.il 8
The CJrlsbad 5000 returned Sunday. Photo credit: Item 14 Page 28 of 50
Television News Coverage
ICIJSI NEWS
a
SAN DIEGO
Jan.11, 2023
kpbs
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/5,
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2022 Media Summary
Total Report Generated:
Total Story Count:
Total Audience:
Total Nielsen Audience:
Total Unique Visitors:
Total Cale Publicity Value:
I """""'"' C!:;8,'-2..FJ.'~PilJ/1 r @ Nt,,;!:::::VL
09 Jun 2022 16:51 :11 UTC
175
154,361,713
296,547
154,065,166
$492,579
(Source: News Exposure, Nielsen Media Research, Inc.)
Jar\, 11,2023 ltem#4
... , CARLSBAD 5000.
WORLD'S FASTEST SK" ••• ,
2022 Carlsbad 5000 Distribution of Funds and Grant Reporting
Carlsbad 5000 is requesting reimbursement from the Carlsbad Tourism Business Improvement District for
$5,225 as part of the 2022 CTBID Grant Program. The sum of $5,225 was used by Carlsbad 5000 to fund
advertising campaigns in markets outsid.e of San Diego County to bring in participants to stay in hotels in
Carlsbad and to support the local economy of Carlsbad, specifically around Carlsbad Village, near the
event site.
The 2022 Carlsbad 5000 had 7,000 total registrants, 27.4% of which came in from outside of San Diego
County. Our post-race survey results show that 898 runners stayed in a hotel in Carlsbad for an average
of 1.5 nights totaling an estimated 1,347 hotel nights booked in the city of Carlsbad. Our registrant data
recorded that runners from 33 states and 15 countries came to visit Carlsbad to run the 2022 Carlsbad
5000.
These results were made possible via our own marketing efforts including a partnership with Visit
Carlsbad, where we dedicated a page in the navigation bar on our website to promote Visit Carlsbad,
Carlsbad Village, and the surrounding hotels and resorts in the area. Click here to yjew the webpage.
We also promoted Visit Carlsbad through social media, in-person expo promotions, grassroots initiatives,
and we sent out two dedicated marketing emails to a database of 18,000+ runners promoting Visit
Carlsbad and highlighting hotels to choose from i~ Carlsbad. The messaging was to spend a long
weekend in Carlsbad centered around our race.
One of the key components of extending visits over race weekend was our decision to put on the packet
pickup/race expo on Saturday, May 21. We had a very impressive number of 4,178 runners come into
town to pick up their bib/race packet on Saturday bringing our total estimated foot traffic within Carlsbad
Village to 5,000 on Saturday, May 21, and 9,000 on Sunday, May 22 for the race day.
Below is documented use and application of the money used in out-of-market advertising as part of the
2022 CTBID Grant from the City of Carlsbad.
Campaign Description Cost Payment Complete by
Carlsbad 5000?
Facebook & lnstagram marketing campaign targeting $3,000 Yes
runners in the Los Angeles area
Facebook & lnstagram marketing campaign targeting $2,000 Yes
runners in the Arizona, Utah, Nevada, Texas areas
Email list sent out to runners in the Los Angeles and Orange $225 Yes
County areas via Raceplace Ads
Attached are detailed reports of the 2 Facebook & lnstagram campaigns and copies of invoices paid by
Carlsbad 5000 for $5000 (2 Facebook & lnstagram campaigns) and $225 (Raceplace Ads Invoice).
Jan. 11, 2023 ltem#4 Page 31 of 50
After review, please remit payment to Groundwork Endurance, LLC for the total of $5,225.00. Please
make check out to the address below:
Groundwork Endurance, LLC
224 Birmingham Dr. #1A3
Cardiff, CA 92007
Jan. 11,2023 ltem #4 Page 32 of 50
From:
To:
Cc:
Subject:
Date:
Attachments:
Hey Matt-
lllllD..Smilll
Malt..Sallfllll
Killl.Sld!ldaJs lili!lSaliUl; lWl.Smilb.
C.rlsbad 5000 2023 Budget
Thursday, January 5, 2023 3:10:43 PM .
ICDft9C001 png
Great speaking with you today.
So here is our overall operating budget for the 2023 Carlsbad 5000.
Exhibit 1 -Attachment B
Then we have different breakdown areas for Advertising ($50,000), PR ($4,000), Marketing ($20,000), Video &
Photography ($7,500) that adds up to $81,500 in what we would define as total Marketing budget.
The operating budget is $256,690.00 and then we have a management fee on top of this for $37,500.00 to the
Contract Team Easy Day Sports. Thus, the total cost in 2023 this year is budgeted at $294,190.00 NET.
Hope this helps explain and show the total cost to run and operate Carlsbad 5000 each year.
Thanks again for your consideration on the Grant.
Best,
John
iew • 9 Filter
Number Account
(D
John Smith
President/ Owner
Carlsbad 5000
(858) 583-1366
John@Car!sbadsooo com
World's Fastest 5k since 1986!
Arial •
Q Carlsbad 5000 2023 Budget *
10 • B I -&
Budget Forecast
CAUTION: Do not open attachments or click on links unless you recognize the sender and know the content is safe.
Jan. 11, 2023 ltem#4 Page 33 of 50
DocuSign Envelope ID: C78955BA-DCB3-4B8O-A 18E-F4C06O8CE6AA
EXHIBIT 2
RESOLUTION NO. 2023-003
A RESOLUTION OF THE ADVISORY BOARD OF THE CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT APPROVING A GRANT PROPOSAL FROM
BIKE MS: BAY TO BAY AND ALLOCATING $21,875 OF CTBID GRANT FUNDING
FOR FY2022-23 TO BIKE MS: BAY TO BAY
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, on October 12, 2022, the Advisory Board updated its Grant Policy to further
support tourism and tourism-related events in Carlsbad; and
WHEREAS, organizers of Bike MS: Bay to Bay submitted a grant application (Attachment A to
this resolution}, which was deemed to be complete and to meet the requirements of the Grant
Policy; and
WHEREAS, per the Grant Policy, the Visit Carlsbad Board reviewed the application and made a
funding recommendation to the CTBID Advisory Board; and
WHEREAS the CTBID Advisory Board at its January 11, 2023 meeting, reviewed, discussed, and
approved the grant application.
NOW, THEREFORE, BE IT RESOLVED by the Advisory Board of the Carlsbad Tourism Business
Improvement District, as follows:
l. That the above recitations are true and correct.
2. That the Advisory Board approves the grant proposal from the organizers of Bike MS: Bay
to Bay and allocates grant funding in the amount of $21,875 to Bike MS: Bay to Bay in
accordance with grant policy guidelines.
Jan. 11,2023 Item #4 Page 34 of 50
DocuSign Envelope ID: C78955BA-DCB3-4B8D-A 18E-F4C06D8CE6AA
EXHIBIT 2
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Advisory Board of the
Carlsbad Tourism Business Improvement District on the 111n day of January 2022, by the following
vote to wit:
AYES: Stripe, Canepa, Rauch, Chapin
NAYS: None
ABSENT: Mason, Zupanski, Becerra
ABSTAIN : None
Jan. 11 , 2023
TIM STRIPE, Chair
SHERRY FREISINGER, City Clerk
(SEAL)
ltem #4 Page 35 of 50
CARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT
Grant Application -FY 2022-2023
Exhibit 2 -Attachment A
(City of
Carlsbad
Use this form to apply for a CTBID grant to fund a program or event.
NOTE: CTBID grants to fund destination transportation services will have a separate application and
defined call for applications. To express interest or to ask a question, email business@carlsbadca.gov
Applicant Information
Name of proposed program/event:_B_ik_e_M_S_: B_a_:y_t_o_B_a....:.y ________________ _
Name of Applicant/Organization: National Multiple Sclerosis Society
Address: 10089 Willow Creek Rd, Ste 250, San Diego, CA 92131
Contact Name: Lina Aguilon Title: Director; Bike MS ----'=''------------
Em a i I: lina.aguilon@nmss.org Phone: 619.363.4695
Federal Tax ID # or Social Security#: 13-5661935
Amount of Grant Request:
$25,000
Program/Event Description (Use up to five additional pages if necessary for the following answers):
Proposed Date or timeframe of event: October 14 -15, 2023 Is the date firm? Yes -----
Describe your program or event: Include potential alignment with key experience pillars, whether the
event is a new event and if there is potential to establish as a marquis recurring event for Carlsbad.
The National Multiple Sclerosis Society hosts an annual two-day cycling event called Bike MS: Bay to Bay.
Hosting1 ,500 participants along California's beautiful south coast, Bike MS has a huge presence in the City
of Carlsbad, where the event starts and finishes on both days. Bike MS has helped raise over $2.5 million
for the National MS Society for research and services. These funds provide services (support groups, financial
aid, etc) and medications for those affected by multiple sclerosis, as well as fund research to help find a cure.
for the disease.
Describe how the program/event will benefit tourism in Carlsbad:
Every year, Bike MS: Bay to Bay recruits over 1,500 participants, friends, families, spectators and volunteers
to our local Carlsbad area, rallying behind and supporting participants riding to find a cure for MS. This directly
impacts the economy of the City of Carlsbad through hotel accommodations, restaurant/food and beverage
revenue and local shopping. In 2022, Bike MS helped generate over $215,000 in city-wide revenue for local and city
businesses. Our supporters, KTLA, Monster Energy, BJs Restaurant and Brewhouse, Disney, FedEx, Ace Relocation
and many more help showcase Carlsbad as a great city for future events.
Projected number of out-of-town visitors:_1....:.,_70_0 _______ _
Projected number of hotel room nights utilized:_4_00 ______ _
CTBI D Grant Guidelines & Application -FY 2022-2023
Describe the estimat~d media coverage of the event:
Bike MS: Bay to Bay is fortunate to have News Station KTLA as a long time partner of the event. They provide
PSAs, promos and human interest stories starting 3-4 months prior to the ride and all the way up to the ride
during and after the event. In addition, to stories in their newscasts, they post on KTLA and personal social
media pages. We also have a large social spend to advertise on Facebook and lnstagram. A billboard will
also be used to promote the ride our of the Irvine Auto Center.
Experience with Proposed Program/Event
Has the program/event taken place before in Carlsbad? If so, how many times has it taken place?
Yes, it has taken place in Carlsbad 11 years now and the ride just completed it's 4oth year.
Describe program/event history, compliance, success, etc.:
This event has been highly successful and we hosted the 4oth anniversary of the ride this year, raising $2.5
million for the MS Society to help us get closer to a cure for multiple sclerosis. We have been incredibly compliant
with all city regulations working with the permitting agencies and law enforcement to put on a safe, fun and
well regulated event. Every year we have more cyclists join the movement as we cycle from Irvine, to Carlsbad
and San Diego over two days. 80% of our ridership lives outside of the San Diego County territory.
Financial Capabilities/Budget CTB/0 Grants cannot make up more than 25% of overall event revenue.
Describe other funding sources and levels including committed-funds and potential matching funds:
Our sponsorship revenue in 2022 was $87,500. We are working diligently with our partners to have them return
for the 2023 season. In addition, our event is funded through participant fundraising; there is a $400 fund raising
minimum to ride in the event and a registration fee of $20-$80. Our participants raise the bulk of our funding
through their fund raising efforts. Currently, we do not have any expected matching funds for the ride.
Describe how CTBID grant funds would be used: (See list of funding limitations)
If funded, we'd invest the grant in our marketing and media efforts to increase exposure of our ride. Not only
will it expand our audience reach but we can use the funds to market the ride outside of San Diego County
where we know there lots of cyclists that can potentially ride Bike MS: Bay to Bay. We will use campaigns
such as billboards, OTT (or streaming servies), social media campaigns, direct mail/mass distribution and
traditional methods such as radio or television buys.
Applicant Background
This applicant is a (an):
X Non-Profit For-Profit __ Local Public Agency __ Individual __ Other
Years in Business: ____ Number of Employees: _____ Number of Volunteers: _____ _
Are there other organizations, agencies, or businesses partnered on this application? If so, list them:
n/a
Carlsbad Tourism Business Improvement District
1635 Faraday Ave. • Carlsbad, CA 92008 • 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov
CTBID Grant Guidelines & Application -FY 2022-2023
Marketing Materials Requirement
CTBID grant recipients will be required to recognize on all printed material that grant program is funded
in part by the CTBID.
The applicant acknowledges and agrees to adhere to the marketing requirements described above.
_x __ l acknowledge marketing requirements
Reporting Requirements
Depending on the grant amount and type of program/event, a report on how granted funds were spent,
event budget, number of room nights generated, proof of meeting marketing requirements, and/or a
media coverage recap may be required to be filed with the CTBID within 30 days of the event
conclusion. Proof of program expenses (i.e. receipts) are required to be held for two years during which
time the CTBID reserves the right to audit the records.
CTBID staff will provide the applicant with any necessary reporting requirements prior to the
distribution of funds. As noted in the CTBID grant guidelines, should a grant-funded event fail to take
place, or miss its target by more than 50%, the grant recipient may be required to return a 'portion of or
all granted funds to the CTBID.
The applicant acknowledges and agrees to adhere to the reporting requirements described above.
_x __ l acknowledge reporting requirements
Certification
I, the undersigned, do hereby attest that the above information is true and correct to the best of my
knowledge and that if awarded funds, all marketing and reporting requirements will be met.
Authorized Signature: ______________ _
Name: Lina Aguilon
Title: Director, Bike MS
Date: 12/14/2022
Submittal Information
To submit your application, email a completed copy, including attachments to business@carlsbadca.gov
with the subject: CTBID Grant Application.
Allow two business days to acknowledge submittal. CTBID Staff will keep applicants informed of
progress during consideration.
If you have questions about the application, please email business@carlsbadca.gov.
Carlsbad Tourism Business Improvement District
1635 Faraday Ave. • Carlsbad, CA 92008 • 442-339-5987 • business@carlsbadca.gov • carlsbadca.gov
Here are some pieces to help support our application.
Marketing Timeline:
Launch Email & SMS March 2,.2023
Price Increase Email #1 April 16, 2023
Price Increase Email #2 June 11, 2023
Price Increase Email #3 August 20, 2023
Price Increase Email #4 September 25, 2023
Newsletter 1 June 18, 2023
News letter 2 July 16, 2023
Newsletter 3 August 13, 2023
Newsletter 4 September 24, 2023
Billboard September 14 -October 14, 2023
KTLA July-October 2023
Travel section of our website
Website Link:
https://mssociety.donordrive.com/index.cfm?fuseaction=cms.page&id=3923&eventID=1152#accordion-
tab-5-active
Lodging:
Friday Night Hotel-DoubleTree by Hilton Hotel Irvine-Spectrum
Room Rate: $149.00
To Make Reservations: Click here.
Friday Night Hotel-Courtyard by Marriott Irvine Spectrum
Room Rate $209.00
Reservations: Call 1-844-610-7857 (mention you are with Bike MS for the special rate)
Saturday Host Hotel-Westin/Sheraton Carlsbad Resort and Spa
Room Rate: $239 per night
2 Bedroom Suite Rate: $339
Address: 5420 Grand Pacific Dr, Carlsbad, CA 92008
Reservations: Call 760-827-4179 (reservations for the event can only be made by calling this number)
Saturday Night Hotel -Hampton Inn; Carlsbad
Room Rate: $209 (King Rooms)
Go to the website Hampton Inn Carlsbad, CA Hotel
Select date and click Special Rate and enter 'NMS' in the group code field
The discounted rate will appear. Reserve before Oct 1st for the discount.
Sponsor List on the website
Link: https://mssociety.donord rive.com/index.cfm ?fuseaction=cms. page&id=3926&eventl D=1152
Local Sponsors
Local sponsors ensure we can bring a well-supported, mission-driven ride to our local MS
community.
Local Presenting Sponsor
Gold Sponsors
{ City of
Carlsbad
California
Local Billboard at the Irvine Auto Center
From: ~
To:
Subject:
Danya Martin-Voelker
l _Ind_ClubK_Welcome to Bike MS, Paul
Monday, July 25, 2022 10:25:47 AM Date:
view as web page I unsubscribe from emails
7
Welcome, Paul
Bike MS Cyclists
III
Thank you for registering for Bike MS: PGA TOUR Cycle to the Shore! Bike MS raises
more money than any other cycling event for any other cause. You are changing the
world for people living with MS, one mile at a time.
Event Details
Stay connected to your local event page for the latest ride information including
logistics and fundraising tools.
Go to Your Event Page
Start Fundraising
You have made such a difference for people affected by MS, so set your fundraising
goal high and go for Club K again! Start a Facebook Fundraiser to share why Bike MS
matters to you and collect donations directly through your Face book page.
Club K fund raisers lead the way in helping those affected by MS live their best lives.
Go to Your Fundraising Center
Grab the App
The Bike MS app is a great tool to have at your disposal for all things Bike MS. Each
feature in the app is there to make your Bike MS experience easier.
Access event information, request donations through social media, follow your
fund raising progress, and track your miles. There's even a mobile check deposit
feature! You ca n grab a snap of your check and upload the image into the app .
. The Bike MS app is a one-stop shop for everything Bike MS. Make your ride even
better and download it today!
Download the Bike MS App
I Ride With MS
The I Ride w ith MS program, sponsored by Primal, celebrates the resilience of Bike MS
cyclists who live with MS.
If you know a cyclist living with.MS, tell them aboutthe I Ride with MS program.
They'll enjoy special day-of-event benefits and a complimentary I Ride with MS j ersey.
I
I Ride With MS Program
Questions? Contact your local Bike MS staff or fundraisingsupport@nmss.org.
We'll see you at Bike MS: PGA TOUR Cycle to the Shore!
Bike MS: PGA TOUR Cycle to the Shore
October 22 -23
[I]
PREMIER NATIONAL SPONSOR:
rimal
[I]
NATIONAL SPONSOR:
TITLE SPONSOR:
GA TOUR
[I]
About Bike MS I Get Involved I Donate I COVID-19
@] @] ~ [g] DONATE NOW
National MS Society I Legal Notice/Privacy Policy I Email Preferences I Unsubscribe
National Multiple Sclerosis Society I 733 Third Avenue, New York, NY 10017 United States
Contact us at nationalMSsociety.org or 1-800-344-4867
This message was sent to paul.mackay@comcast.net. To ensure that you continue to receive our emails, please add us to your address book.
From: ~
To: Danya MartJo·Yoelker
Subject: l _See what's in store for this year's Bike MS: Twin Cities Ride
Monday, November 14, 2022 3:31:39 PM Date:
I Caution: This is an external email. Please take care when clicking links or opening attachments.
Report suspicious emails using the Phish Alert Report button.
view as web page I unsubscribe from emails
bike MS
I
j
2023 Bike MS Shirts & More
Drum roll, please! Your 2023 Bike MS T-shirt is here and is ready for its close up. Check
it out along with our other 2023 prizes.
2023 Bike MS participant t-sii,rt __ _
11
Shirt & Prizes
Ride Details
Get the latest event updates including information on packet pick-up, routes and
maps and support for first time riders.
Event Details
Your Bike MS Mobile App
Everything Bike MS at the tip of your finger! With the Bike MS mobile app, you can
connect with donors, access mobile check capture and stay current on all things Bike
MS: Twin Cities Ride·. Track your physical activity and earn badges for your
fundraising progress! Download the app today to make your Bike MS experience 13
smooth ride.
Get the Bike MS App
Stay in Shape With VeloPro
Keep your body in tune, just like your bike! Check out our training program powered
by VeloPro and get a custom training plan that will help you achieve your goals.
VeloPro is an adaptive Al-driven platform that adjusts and customizes your training
plan based on your goals, cycling.experience, current fitness an.d schedule. VeloPro is
for any level of rider and will help you be your best!
Train With VeloPro
I
Fundraising& Facebook
Use the power of social media to take your fundraising to the next level! Connecting
with friends and family through social media will broaden your reach and help deliver
your message.
Facebook Fund raisers linked from your Fund raising Center are one of the best and
easiest ways to kick off your fundraising. This will allow you to see donations in real-
time and count towards your fundraising total. You'll reach your goal in no time!
How To Set Up Your Facebook Fundraiser
I Ride With MS Program
Any Bike MS cyclist living with MS can join the I Ride with MS program to enjoy special
day-of-event benefits and receive a complimentary "I Ride with MS" jersey, courtesy
of Primal Wear®.
Learn More
I Ride With MS Spotlight
.@tailiagott via lnstagram, I Ride With MS cyclist
"As I experience and move through life with MS, time goes by in increments of
infusions, MRls and neurology checkups. Not a single day has gone by since my
diagnosis without a symptom or other reminder that this disease is real and ever
present in my body.
Bike MS is an amazing fundraising event, and I am eternally grateful for the research
and advancement that it supports ... I am doing this ride because I love biking and
because I am able to, which says a lot." -@tailiagott via lnstagram, I Ride With MS
cyclist
Bike MS: Twin Cities Ride
May13
111
PREMIER NATIONAL SPONSOR:
rimal
NATIONAL SPONSOR:
About Bike MS I Get Involved I Donate I COVID-i9
National MS Society I Legal Notice/Privacy Policy I Email Preferences I Unsubscribe
National Multiple Sclerosis Society I 733 Third Avenue, New York, NY 10017 United States
Contact us at nationalMSsociety.org or 1-800-344-4867
This message was sent to anderson.sarah6l 7@.gmail.com. To ensure that you continue to receive our emails, please add us to your address book.
From: ~
To: Danya Martin-Voelker
Subject: NYR_Bike MS registration is now open!
Tuesday, August 9, 2022 1:46:37 PM Date:
view as web page I unsubscribe from emails
bike MS
Pump up those tires, John ·
Bike MS Cyclists
Ill
The open roads are calling-Bike MS: Oat's How We Roll registration is open! Answer
the call and register now for t he lowest price of the season!
Join Us at Bike MS 2023!
'
Bike MS: Oat's How We Roll is just around the corner, down that hill, then a sharp left
and you can't miss it. Need additional directions? We've got you covered. Training
tips? We've got you covered. Fundraising support? We've ... well, you get it. Clip in and
hit the open roads-it's almost time for our best event yet.
Bike MS: Oat's How We Roll
March25-26
PREMIER NATIONAL SPONSOR:
;primal
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