Back in December 2000, shortly before 'Silent Night' and the New Year, I arrived in Carlsbad from Flagstaff, Arizona to take on the task of leading the Carlsbad Convention and Visitors Bureau following the retirement of my predecessor. It was an assignment I eagerly sought, leaving the snow capped Humphrey's Peak in Northern Arizona for the coastal delight of Carlsbad.
Yes, it's been five years; five wonderful and very challenging years as the Executive Director for North San Diego County's only tourism bureau that represents a singular destination. Time flies, and not only when you're having fun. Looking back, a lot has changed and I find those changes to be very significant. While looking forward, I can see that on the proverbial horizon, there are many interesting and exciting opportunities for Carlsbad's tourism bureau.
I remember during my interview in October 2000 I assured members of the review panel (Michael Flickinger, Grand Pacific Palisades; Norine Sigafoose, Seashore on the Sand; Nancy Nayudu, Pelican Cove Inn; Rick Smock, Best Westerns of Carlsbad, and perhaps a few others whom I cannot immediately recall) that, yes, I could build a sales force capable of attracting group business. What I found to be absolutely unbelievable is that Carlsbad's tourism bureau did not have a sales department. There wasn't one single person on board doing what virtually every tourism bureau in the United States does and that's actively selling product.
In my industry's lexicon, product equates to the destination and all that it has to offer prospective visitors, be it leisure or group. My sales team in Flagstaff consisted of three full-time employees, each with a defined role and goals to achieve. Anyway, the idea of having an in-house sales team seemed like a no-brainer!
The second thing that I vividly remember during that interview was being asked whether I could grow the budget and find supplemental sources of revenue. I was told that the City funded the local bureau and that the mantra heard for years was: have the Carlsbad CVB find additional sources of revenue.
For those who remember a previous job interview, consider what would have been the end-result if you had exhibited a sense of dismay over a "hypothetical" situation type question. "Do you think that you can find other sources of money to supplement what the bureau gets from the City?" Not knowing immediately where that pot-of-gold would be, but having confidence in my ability to move ideas to action, my response was a definite, "yes."
And, so, with the recent adoption by the Carlsbad City Council to establish the Carlsbad Tourism Business Improvement District, this achieved the second of two critical areas that tourism leaders were musing over in the fall of 2000.
Not wanting to get the 'cart before the horse,' the Carlsbad CVB is seemingly well positioned to receive a substantial boost in funding. It's through this infusion of new money that the local tourism bureau hopes to recruit and hire its first full-time Director of Sales (DOS) followed later by the addition of a Sales Associate. This would clearly satisfy industry interest as conveyed in a July 2005 survey that showed support was a resounding 100% for having a sales component added to the Carlsbad CVB. To keep the process on track, the Bureau has posted the DOS position on the www.iacvb.org and www.wacvb.com websites, and in USAE News.
Patrick Fearn is more than satisfied with what the Bureau has accomplished during his first term as CVB Board Chairman, and has offered an added challenge for the Bureau for his second term.
"It's more than great what the CVB has done to get the BID through with industry backing and council support," Fearn said. "But what's really exciting about this is to see the Bureau going through an evolution that will ultimately translate into greater value to the industry at-large through a dedicated sales effort that directly brings business to only Carlsbad properties."
Fearn also sees added value for the City of Carlsbad once the sales team kicks into high gear.
"The City will benefit across-the-board through an increase in economic activity. I'm sure that an increase in hotel occupancy, retail sales volume and meals served will all be positive for the City. It's all about brining wallets to town!"
He also notes that, in the agreement the CVB has with the City, a dollar-for-dollar match would occur once the revenue stream begins from the BID. "We hope the City will continue to remain financially engaged in tourism," he said. "Even at a reduced level from what the City now spends – which is about four percent to our Bureau – reinvesting in the industry that provides so much for Carlsbad would certainly be welcomed by everyone in our industry."
It's estimated that the BID can generate approximately $860,000 during its first year.
"The City has funded the CVB at a flat rate of $408,000 for more than three years," Fearn said, and "believes the Bureau has found that long sought after source of supplemental funding," He pointed out that the CVB Board has been, "very supportive throughout the process" and, "shares in the vision that was expressed to the Executive Director more than five years ago by industry leaders."
So, with the expectation that additional funding and new staff will help begin the process of transformation for the Carlsbad CVB, I believe we can close out 2005 and truly welcome in the New Year with cheers and best wishes for all. It's been five years in the making, and we're ready to take things to the next level.
Happy New Year to Mayor Lewis, Council Members, City staff, and to everyone who works to support the travel, tourism and visitor services industries. Happy 2006!
Yes, it's been five years; five wonderful and very challenging years as the Executive Director for North San Diego County's only tourism bureau that represents a singular destination. Time flies, and not only when you're having fun. Looking back, a lot has changed and I find those changes to be very significant. While looking forward, I can see that on the proverbial horizon, there are many interesting and exciting opportunities for Carlsbad's tourism bureau.
I remember during my interview in October 2000 I assured members of the review panel (Michael Flickinger, Grand Pacific Palisades; Norine Sigafoose, Seashore on the Sand; Nancy Nayudu, Pelican Cove Inn; Rick Smock, Best Westerns of Carlsbad, and perhaps a few others whom I cannot immediately recall) that, yes, I could build a sales force capable of attracting group business. What I found to be absolutely unbelievable is that Carlsbad's tourism bureau did not have a sales department. There wasn't one single person on board doing what virtually every tourism bureau in the United States does and that's actively selling product.
In my industry's lexicon, product equates to the destination and all that it has to offer prospective visitors, be it leisure or group. My sales team in Flagstaff consisted of three full-time employees, each with a defined role and goals to achieve. Anyway, the idea of having an in-house sales team seemed like a no-brainer!
The second thing that I vividly remember during that interview was being asked whether I could grow the budget and find supplemental sources of revenue. I was told that the City funded the local bureau and that the mantra heard for years was: have the Carlsbad CVB find additional sources of revenue.
For those who remember a previous job interview, consider what would have been the end-result if you had exhibited a sense of dismay over a "hypothetical" situation type question. "Do you think that you can find other sources of money to supplement what the bureau gets from the City?" Not knowing immediately where that pot-of-gold would be, but having confidence in my ability to move ideas to action, my response was a definite, "yes."
And, so, with the recent adoption by the Carlsbad City Council to establish the Carlsbad Tourism Business Improvement District, this achieved the second of two critical areas that tourism leaders were musing over in the fall of 2000.
Not wanting to get the 'cart before the horse,' the Carlsbad CVB is seemingly well positioned to receive a substantial boost in funding. It's through this infusion of new money that the local tourism bureau hopes to recruit and hire its first full-time Director of Sales (DOS) followed later by the addition of a Sales Associate. This would clearly satisfy industry interest as conveyed in a July 2005 survey that showed support was a resounding 100% for having a sales component added to the Carlsbad CVB. To keep the process on track, the Bureau has posted the DOS position on the www.iacvb.org and www.wacvb.com websites, and in USAE News.
Patrick Fearn is more than satisfied with what the Bureau has accomplished during his first term as CVB Board Chairman, and has offered an added challenge for the Bureau for his second term.
"It's more than great what the CVB has done to get the BID through with industry backing and council support," Fearn said. "But what's really exciting about this is to see the Bureau going through an evolution that will ultimately translate into greater value to the industry at-large through a dedicated sales effort that directly brings business to only Carlsbad properties."
Fearn also sees added value for the City of Carlsbad once the sales team kicks into high gear.
"The City will benefit across-the-board through an increase in economic activity. I'm sure that an increase in hotel occupancy, retail sales volume and meals served will all be positive for the City. It's all about brining wallets to town!"
He also notes that, in the agreement the CVB has with the City, a dollar-for-dollar match would occur once the revenue stream begins from the BID. "We hope the City will continue to remain financially engaged in tourism," he said. "Even at a reduced level from what the City now spends – which is about four percent to our Bureau – reinvesting in the industry that provides so much for Carlsbad would certainly be welcomed by everyone in our industry."
It's estimated that the BID can generate approximately $860,000 during its first year.
"The City has funded the CVB at a flat rate of $408,000 for more than three years," Fearn said, and "believes the Bureau has found that long sought after source of supplemental funding," He pointed out that the CVB Board has been, "very supportive throughout the process" and, "shares in the vision that was expressed to the Executive Director more than five years ago by industry leaders."
So, with the expectation that additional funding and new staff will help begin the process of transformation for the Carlsbad CVB, I believe we can close out 2005 and truly welcome in the New Year with cheers and best wishes for all. It's been five years in the making, and we're ready to take things to the next level.
Happy New Year to Mayor Lewis, Council Members, City staff, and to everyone who works to support the travel, tourism and visitor services industries. Happy 2006!