CITY OF CARMEL-BY-THE-SEA

CITY COUNCIL
Staff Report
SR 2017-053
May 2, 2017
Consent Agenda

TO: Honorable Mayor and City Council Members

SUBMITTED BY: Sharon Friedrichsen, Director of Budget and Contracts

APPROVED BY: Chip Rerig, City Administrator

SUBJECT: Receive and file the Carmel Hospitality Improvement District 2017 Annual Report

RECOMMENDATION
Receive and file the Carmel Hospitality Improvement District annual report.

BACKGROUND / SUMMARY
After a series of procedural actions, the Carmel Hospitality Improvement District (CHID) was established by
Council on January 1, 2016 and became effective on March 1, 2016, pursuant to the Property and Business
Improvement District Law of 1994. The CHID is an assessment district that generates funds to increase
occupancy in the lodging industry and to be competitive in the conference segment of the tourism market.
An assessment rate of one percent of gross short-term room rental revenue is levied on a lodging business
located within the Citys boundary. As required by the California Streets and Highways Code, Visit Carmel
serves as the CHID Owners Association and is charged with managing funds and implementing programs.
In accordance with Section 36650 of the Streets and Highways Code, the Owners Association is required to
prepare a report for approval by City Council. The report (Attachment 1) is required to contain information
pertaining to the boundary of the district; the basis and methodology for levying the assessment; the
improvements, maintenance and activities provided for in the fiscal year; the estimated amount of surplus or
deficit revenues to be carried over from the previous fiscal year; and the estimated amount of any contributions
to be made from sources other than assessments levied.
Staff has reviewed the report and believes it contains the statutorily required information. As such, staff
recommends that Council approve the report prepared by the CHID Owners Association, Visit Carmel.

FISCAL IMPACT
As stated within the attached report, the CHID earned $607,391 in district assessments. There is no proposed
change in the assessment amount being levied for the upcoming fiscal year.

PRIOR CITY COUNCIL ACTION

On January 5, 2016, Council establishment the current CHID by resolution 2016-004 and approved the
agreement with Visit Carmel as the CHID Owners Association by resolution 2016-005.

ATTACHMENTS

1. 2017 Annual Report prepared by Visit Carmel

 VISIT CARMEL
Carmel Hospitality Improvement District (CHID)

Annual Report and Plan

for Fiscal Year 2017

VISIT CARMEL
P.O. BOX 3921
CARMEL-BY-THE-SEA, CA 93921

Attachment 1
Contents

3.. Overview of Visit Carmel
Mission and Objectives

4. Board of Directors
Current Boundary
Assessment Methodology

6.... Planned improvements and Services
2017 Integrated Marketing Plan Overview
New Marketing Initiatives for 2017

10 Cost of Planned Improvements and Services

11... Results and Metrics

13... Previous Fiscal Year Financials

Appendix A List of Assessed Businesses
Appendix B 2017 Marketing Plan
Appendix C 2017 Media Plan
Appendix D Public Relations Overview
Appendix E New Marketing Initiatives

Submitted April 17, 2017:



_____________________________ ___________________________
Amy Johnson Amy Herzog
Chairperson Executive Director

VISIT CARMEL 2017 ANNUAL REPORT 2

Overview of Visit Carmel

Upon identifying an opportunity to generate supplemental funding in order to accomplish
mutually beneficial goals, Carmel-by-the-Sea lodging properties, business leaders and city officials
formed the Carmel Hospitality Improvement District (CHID) in late 2015 and implemented a five-
year program beginning March 1, 2016. The CHID is an assessment district proposed to provide
specific benefits to payors, by funding marketing and sales promotion efforts for assessed
businesses. This approach has been used successfully in other destination areas throughout the
country to provide the benefit of additional room night sales directly to assessed lodging
businesses.

The CHID is performing its responsibilities under the State Property and Business Improvement
District Law of 1994 and City of Carmel-by-the-Sea Resolution 2106-04.

The CHID, now known as VISIT CARMEL, is a private, non-profit 501(c)6 organization governed by a
Management District Plan. Said plan provides for Visit Carmel to serve as the CHID Owners
Association and enter into a contract with the City of Carmel-by-the-Sea pursuant to the streets
and Highways Code sections 36612 and 36651, which provide that a nonprofit corporation shall
serve as the Owners Association and shall not be considered a public agency.

The formation of the CHID is a proactive effort to provide sustainable and adequate financing for
the investment required to increase occupancy in the lodging industry and to remain competitive
in the tourism market. With other destinations raising their marketing budgets, and with
increasing competition for visitor dollars, it is important that Carmel lodging businesses invest in
stable marketing programs. HIDs utilize the efficiencies of private sector operation in the market-
based promotion of tourism districts. HIDs allow lodging business owners to organize their efforts
to increase room night sales. Lodging business owners within the HID pay an assessment and those
funds are used to provide services that increase room night sales.


Mission and Objectives

The mission of Visit Carmel is to promote Carmel-by-the-Sea as a top-rated, world-renowned
destination where one-of-a-kind visitor experiences and discoveries are within walking distance of
a variety of charming hotels, inns and B&Bs. Visit Carmel is focused on developing integrated
destination marketing campaigns that attract off-season and midweek visitors to improve year-
round tourism revenue yet retain the natural beauty and integrity of this historic village by the sea.
Carmels beauty, serenity, safety, and charm are assets for businesses and residents alike, and Visit
Carmel is sensitive to finding the balance between sharing this beautiful village and protecting it.

VISIT CARMEL 2017 ANNUAL REPORT 3

Board of Directors

The Board of Directors of Visit Carmel is comprised of nine (9) Directors, represented by six (6)
assessed lodging businesses and three (3) representatives of the Carmel business community.

As of April 17, 2017, the Board of Directors for Visit Carmel are:

Amy Johnson (Chairperson), Carmel Country Inn Amrish Patel, Green Lantern Inn
amy@carmelcountryinn.com, (831) 625-3263 amrishgpatel@gmail.com, (831) 624-4392

Christine Sandin (Secretary), Sunset Center Monta Potter, Carmel Chamber of Commerce
christine@sunsetcenter.org, (831) 620-2040 mpotter@carmelchamber.org, (831) 624-2522

Mark Watson (Treasurer), Inns by the Sea Rich Ppe, Ppe International
mark.watson@innsbythesea.com, (831) 624-0101 pepe@pepeinternational.com, (831) 626-7373

Mary Crowe, La Playa Carmel Pam Sheppard, Horizon Inn/Ocean View Lodge
mcrowe@laplayahotel.com, (831) 293-6100 shepcv@icloud.com, (831) 624-5327

Berit Keeble, Tradewinds at Carmel
berit@tradewindscarmel.com, (831) 624-2776


Current Boundary

The proposed CHID includes all lodging businesses located within the boundaries of the City of
Carmel. There are no proposed boundary changes for 2017. Please see Appendix A for map and
list of businesses.


Assessment Methodology

The annual assessment rate is one percent (1%) of gross short-term (stays less than 31 days) room
rental revenue. Based on the benefit received, assessments are not collected on stays of more
than thirty (30) consecutive days, nor on stays by any Federal or State of California officer or
employee when on official business, nor on stays by any officer or employee of a foreign
government who is exempt by reason of express provision of Federal law or international treaty.

The assessment is levied upon and a direct obligation of the assessed lodging business. However,
the assessed lodging business may, at its discretion, pass the assessment on to transients. The City
is responsible for collecting the assessment on a bimonthly basis (including any delinquencies,
penalties and interest) from each lodging business.

VISIT CARMEL 2017 ANNUAL REPORT 4

More detail on the assessment methodology can be found in the CHID Management District Plan
prepared by Civitas, dated October 16, 2015.

There are no non-assessment funding sources.

Tourism is vital to Carmel. Overnight stays generated approximately $6 million in hotel tax revenue
over the last 12 months. About 60% of the City of Carmels budget relies on the collection of tax
dollars in the form of transient occupancy tax (TOT) and sales tax attributed to visitor spending.

Travel spending within the state of California was $125.9 billion in 2016, which is nearly a 3%
increase from the previous year, and an increase of 6% since 2014.
(Source: http://industry.visitcalifornia.com/Find-Research/California-Statistics-Trends/)

With the advent of improvement districts in recent years, there has been increased competition
for tourism dollars throughout the state. Most destinations have larger assessment rates than
Carmel-by-the-Sea, and thus larger budgets per hotel room. Some examples:

DMOs/Districts Annual TID/HID Budget* Assessment Rates
Napa Valley $6,500,000 2% room revenue
Monterey County $4,030,710 .50 - $2.50 per night
SLO County $2,800,000 1% room revenue
Sonoma County $2,800,000 2% room revenue
Santa Barbara South Coast $2,950,000 .50 - $2.00 per night
Pismo Beach $1,750,000 1% room revenue
Laguna Beach $950,000 2% room revenue
San Luis Obispo City $950,000 2% room revenue
Sonoma City $650,000 2% room revenue
Paso Robles $500,000 2% room revenue
Healdsburg $500,000 2% room revenue
Carmel-by-the-Sea $459,380** 1% room revenue

*As of 10/12/2016. Source: http://www.civitasadvisors.com/wp-content/uploads/2016/12/global_TID_matrix.pdf
**District created 3/1/2016. Source: Visit Carmel

VISIT CARMEL 2017 ANNUAL REPORT 5

 Planned Improvements and Services

The CHID is designed to provide specific benefits directly to the assessed Carmel hotels by
increasing room night sales. Marketing and sales promotions and public relations programs will
increase overnight tourism and promote lodging properties as tourist, meeting and event
destinations, thereby increasing room night sales.

2017 Integrated Marketing Plan Overview

Visit Carmel employs a strategic and integrated approach to destination marketing to accomplish
specific objectives (Please see Appendix B 2017 Marketing Plan for more information.):

Drive off-season and/or midweek visits.
Encourage visitors to book hotel reservations direct via Carmels official travel website
(www.CarmelCalifornia.com) in order to enhance revenue and reduce commissions on
reservations to third party online travel agencies.
Brand Carmel-by-the-Sea as a world-class destination.
Continue to tell fresh stories via special events, news, imagery, and innovative
initiatives.

Much of Visit Carmels marketing objectives are executed by the agencies of record. Burghardt+
Dor Advertising, Inc. and Hunter Public Relations work in concert with each other to supplement
and integrate marketing initiatives with a cohesive voice, including:

Advertising Campaign Advertisements are placed in several different mediums
including print, television, and digital/social media. All buys are strategically
implemented, taking into account geographic market, demographics, seasonality,
messaging, and type of advertising medium in order to optimize and maximize dollars.
(For more detail please see Appendix C 2017 Media Plan from Burghardt+Dor
Advertising, Inc.)

Public Relations Earned media is sought and leveraged by utilizing media
familiarization tours, news releases, individualized media pitches, editorial calendar
lead fulfillment, and media events via Visit California and other tourism marketing
partners. Public relations elevates brand awareness, amplifies our messages, and
inspires potential visitors with its innate third-party credibility from non paid
coverage. (Please see Appendix D for recap of and plans for the PR program from
Hunter PR.)

VISIT CARMEL 2017 ANNUAL REPORT 6

 Dedicated Website Visit Carmel promotes and provides content for the City of
Carmels dedicated visitor website, www.CarmelCalifornia.com, which emphasizes the
book direct option, offers exclusive specials and packages, and highlights local events
and things to do, in order to encourage booking and longer stays. In addition, this full
service site, which was created and is managed using City funds, offers free microsites
to all visitor-serving businesses in the 93921 zip code.

Social Media Social media posting and engagement are integral to a successful
marketing program -- creating awareness and interest in the destination, which
ultimately translates into overnight visits. Visit Carmel focuses on authentic posts,
which gains trust and builds a relationship with our followers, and then growing that
following organically.

Promotion of Local Events and Performances Visit Carmel recognizes that cultural,
social and recreational events make significant contributions to visitor attraction to
Carmel-by-the-Sea. Accordingly, Visit Carmel uses its funds, in part, to integrate
promotion of local events into our overall marketing campaigns. Some of the local
events that have been part of Visit Carmels promotional campaigns include Carmel-by-
the-Seas Centennial Celebration, Taste of Carmel, GourmetFest, Carmel Art Festival,
Carmel Public Librarys Foodie Edition, Big Sur International Marathon, and several
performances taking place at the Sunset Center and PacRep Theatres. All qualifying
local events are included on Visit Carmels official website.

Collateral Materials As part of a collaborative effort with the City of Carmel-by-the-
Sea, Visit Carmel helps with increased production and distribution of the Official Guide
and Walking Map for Carmel-by-the-Sea, which provides continued branding,
communicates key information about the destination, fulfills visitor needs, and
highlights stakeholder assets. In addition, Visit Carmel produces and distributes the
new Locals Guide to Scenic Runs, Hikes & Walks In & Around Carmel-by-the-Sea
brochure exclusively to Carmel hotels, inns and visitor center.

Direct Marketing Visit Carmel communicates with its customers via e-mail on a
seasonal basis to an opt-in e-list of 47,350, further promoting our primary and
secondary messaging (book direct, longer visits, local events and attractions).

Attracting Conferences Carmel is distinctive, which translates directly to the type of
conferences and groups most appropriate and attracted to the destination. Groups that
best fit Carmel tend to be creative, educational and professional, for instance the EG
Conference which takes place in April. Visit Carmel serves those specific groups via a
special Meetings area of our website and working in concert with the group sales

VISIT CARMEL 2017 ANNUAL REPORT 7

 team at the MCCVB, the Sunset Center, the Carmel Chamber of Commerce, and
individual hotels.

Trade shows and industry forums Representative(s) from Visit Carmel attend
important industry trade shows and local and regional industry meetings, for example
the U.S. Travel Associations IPW, which is the travel industry's premier international
marketplace and the largest generator of travel to the U.S., and Visit Californias
Outlook Forum.

Community Liaison and Strategic Alliances An important goal for Visit Carmel is to
leverage cooperative opportunities with other destination marketing organizations,
such as the Monterey County Convention & Visitors Bureau, the Central Coast Tourism
Council, and Visit California. Visit Carmel works to collaborate with (but not duplicate
efforts of) other local, related organizations such as the Carmel Chamber of Commerce,
Carmel Innkeepers Association, Monterey Airport, and the Sunset Center.


New Marketing Initiatives for 2017

In order to further the brand as well as to differentiate Carmel-by-the-Sea from competing
destinations, Visit Carmel has begun implementing some new marketing initiatives. Advertising
and marketing agency, Burghardt+Dor, analyzed the crossover of the latest travel trends and how
they integrate with Carmel-by-the-Sea to best achieve our objectives, which includes both
increasing return visits and attracting new visitors who have the means and the flexibility to visit
during the off-season and midweek periods.

The new initiatives fall under the broader spectrum of Wellness Tourism, a continually rising trend
in the past several years. Wellness tourism essentially means visitors desire a more proactive and
immersive experience in a destination and want that experience to enhance quality of life and
improve well-being, both physically and mentally. These travellers seek to not only positively
impact the destination visited, but to have the destinations environment impact positively on
them as a traveller.

Visit Carmels new marketing initiatives fall under the scope of Wellness Tourism by focusing on
three main themes: 1) Art immersion; 2) Fitness Travel; and 3) Mindfulness. All of these visitor
experiences follow the trend toward a more experiential traveler while at the same time
differentiate Carmel from competing destinations, attract visitors likely to be respectful and
appreciative of the natural beauty, provide visitors a reason to stay longer or repeat visit, and give
the media and travel writers a new angle to tell about Carmel. (See Appendix E New Marketing
Initiatives from Burghardt+Dor for more information.)

VISIT CARMEL 2017 ANNUAL REPORT 8

 Art Immersion Promotion of local artists and art-related events and hand-on
activities. Tactics include: greater presence of Carmels art offerings and art history in
ads, public relations, on the website and in other materials; news release and
promotion of the Art Walk and the Art Festival; media tour planned with immersive art
experience theme; and press release promoting art around every corner.

Fitness Focus Brand Carmel as a premier destination for travelers seeking ways to
discover and connect with a destination while being active. Tactics include: creation
and management of a series of running/fitness retreats; production and distribution of
Locals Guide to Scenic Runs, Hikes, and Walks In and Around Carmel-by-the-Sea; brand
partnerships; and PR support.

Mindfulness Discovery Zero in on the mental well-being of visitors and leverage this
rising trend so that Carmel becomes top of mind as the place to find peace and
balance. It will be supported by a series of retreats, creation and distribution of a
supporting printed brochure, online presence, brand partnerships and media relations
support.

VISIT CARMEL 2017 ANNUAL REPORT 9

Cost of Planned Improvements and Services

VISIT CARMEL 2017 ANNUAL REPORT 10

RESULTS AND METRICS

Visit Carmel was created as a new entity in order to manage the CHID on March 1, 2016.
Therefore, there was minimal marketing activity during Q1 of 2016. This is demonstrated in the
first two columns of the below graph in Jan-Feb and Mar-Apr, as the new plan implementation was
still ramping up. The May-Jun column exhibits results of the Spring Marketing effort, achieving a
greater Year-Over-Year increase than our comp set destinations.

Given that the purpose of Visit Carmel (CHID) is to market and promote to increase off-season and
midweek periods, Jul-Aug 2016 and Sep-Oct 2016 periods saw only modest gains. However,
applied efforts for the off-season in the Nov-Dec 2016 period showed another significant gain in
revenue compared to the comp set.

(Sources: City of Carmel-by-the-Sea, City of Monterey, City of Calistoga, City of Santa Barbara)

VISIT CARMEL 2017 ANNUAL REPORT 11

Despite only running marketing campaigns which impacted two of six bi-monthly periods, Carmel-
by-the-Sea room revenue increased a healthy 4.8%, and only slightly less than two of three comp
destinations which had full-time promotions. Carmel also more than doubled the growth as
compared to Santa Barbara, which markets full-time, with an annual budget of $5.32 million
(approximately $3 million of which is raised by their TBID).

Success Metrics Dashboard

2015 2016 % change
Unique Visits to CarmelCalifornia.com 566,911 603,349 + 6.43%
Sessions 718,886 759,274 + 5.62%
CarmelCalifornia.com Hotel Referrals 288,821 141,697 - 50%*
Jack Rabbit Hotel Referrals N/A 95,227 N/A
PPC Impressions 3,776,317 4,871,621 + 29%
PPC Clicks 18,092 35,126 + 94%
Email opt-in list 31,999 47,350 + 48%
Instagram followers 1,885 10,327 + 448%
Facebook followers 12,100 23,714 + 96%
You Tube views 33,098 47,356 + 43%
Brochure Web Requests 1,293 1,557 + 20%
*implemented Jack Rabbit direct booking system in 2016

VISIT CARMEL 2017 ANNUAL REPORT 12

Previous Fiscal Year Financials

Note regarding 2016 Operating Results: The first fiscal year of Visit Carmel included only ten
months of operation, as the new district was created effective March 1, 2016. Given the time
necessary for planning and coordinating Marketing and PR campaigns for 2016, coupled with the
new district receiving additional funds from the Citys previous Carmel Hospitality Improvement
District, it was not possible to responsibly discharge all the funds held by Visit Carmel per the
Plan. Thus, at the end of the year a large surplus of $255,368 existed, which will carry over into
the 2017 Fiscal Year.

Visit Carmel, Inc. 2016 Operating Results
Owner's Association - Carmel Hospitality Improvement District

% of % of District
Revenue Expenses Plan %
REVENUE
DISTRICT ASSESSMENT $ 459,380 63%
SURPLUS/CARRYOVER FROM 2015 CHID* $ 264,285 37%
INTEREST INCOME $ 2 0%

TOTAL REVENUE $ 723,666 100% 155%

EXPENSES
SALES, MARKETING & PUBLIC RELATIONS
Sales $ 2,579 0% 1%
Marketing $ 348,755 48% 74%
Public Relations $ 85,394 12% 18%

TOTAL PR, MARKETING & SALES $ 436,728 60% 93% 70%

ADMINISTRATION $ 26,646 4% 6% 18%

COLLECTION FEE $ 4,925 1% 1% 1%

TOTAL EXPENSES $ 468,299 65% 100% 89%

SURPLUS (CONTINGENCY) $ 255,368 35% 55% 11%

TOTAL EXPENSES & PLANNED SURPLUS $ 723,666 100% 155% 100%

* Includes assessment funds received from the previous CHID, which was managed by the Carmel Chamber of
Commerce, and funds received from the City of Carmel that were collected under the ordinance of the previous CHID.

VISIT CARMEL 2017 ANNUAL REPORT 13

 Visit Carmel / Carmel Hospitality Improvement District
BALANCE SHEET

As of December 31, 2016

TOTAL
ASSETS
Current Assets
Bank Accounts
WFB Checking 175,342.50
WFB Savings 80,025.34
Total Bank Accounts $255,367.84
Other Current Assets
12000 Undeposited Funds 0.00
Total Other Current Assets $0.00
Total Current Assets $255,367.84
Fixed Assets
1500 Furniture and Equipment 1,420.83
Total Fixed Assets $1,420.83
TOTAL ASSETS $256,788.67

LIABILITIES AND EQUITY

Liabilities
Current Liabilities
Credit Cards
Carmel Office Supply 0.00
Staples 0.00
VISA 0118 0.00
Total Credit Cards $0.00
Other Current Liabilities
2100 Payroll liabilities 0.00
2104 Aflac payments 0.00
2150 Due to Carmel Chamber 0.00
Total Other Current Liabilities $0.00
Total Current Liabilities $0.00
Total Liabilities $0.00
Equity
32000 Unrestricted Net Assets 94,774.85
Net Income 162,013.82
Total Equity $256,788.67
TOTAL LIABILITIES AND EQUITY $256,788.67

Cash Basis Thursday, January 5, 2017 10:22 AM GMT-8 1/1

VISIT CARMEL 2017 ANNUAL REPORT 14








Certification of Financial Statements

April 11, 2017

In accordance with Visit Carmel bylaws, this letter certifies that the financial statements included
in this report were prepared by an authorized officer of the corporation from the corporations
books and records, and were not independently audited.


_______________________
Mark Watson
Visit Carmel Treasurer

VISIT CARMEL 2017 ANNUAL REPORT 15

APPENDIX A

List of Assessed Businesses:
1. Adobe Inn
2. BW Plus Bayview Inn
3. BW Carmel's Townhouse Lodge
4. Briarwood Inn
5. Candlelight Inn
6. Carmel Cottage Inn
7. Carmel Country Inn
8. Carmel Fireplace Inn
9. Carmel Garden Inn
10. Carmel Inn & Suites
11. Carmel Oaks Inn
12. Carmel Resort Inn
13. Carmel Lodge
14. Carmel Village Inn
15. Carmel Wayfarer Inn
16. Carriage House Inn
17. Casa de Carmel
18. Coachman's Inn
19. Colonial Terrace
20. Comfort Inn - Carmel-by-the-Sea
21. Cypress Inn
22. Edgemere Cottages
23. Forest Lodge
24. Green Lantern Inn
25. Happy Landing Inn
26. The Hideaway
27. Hofsas House
28. Homestead Inn
29. Horizon Inn/Ocean View Lodge
30. Hotel Carmel
31. La Playa Carmel
32. L'Auberge Carmel
33. Lamplighter
34. Lobos Lodge
35. Monte Verde Inn
36. Normandy Inn
37. Pine Inn
38. Seaview Inn
39. Svendsgaards Inn
40. Tally Ho Inn
41. Tradewinds Carmel
42. Vagabond's House Inn
43. Wayside Inn

VISIT CARMEL 2017 ANNUAL REPORT 16

 APPENDIX B

2017 DESTIN AT IO N M ARKE TING P LA N

 MARKETING RESULTS

603,349 Unique Website Visitors

236,924 Hotel Website Referrals
6.43% Increase in Unique Website Visitors
94.15% Increase in PPC Clicks
47.97% Increase in Opt-In Email List
20.42% Increase in City Guide Web Requests

Prepared by Burghardt+Dor Advertising 2

 MARKETING SEASONS

Off-Season Marketing Calendar

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

WINTER SPRING FALL

CAMPAIGN CAMPAIGN CAMPAIGN

Prepared by Burghardt+Dor Advertising 3

 TARGET REGIONS

Winter/Spring Marketing Fall Marketing

Attract drive market to Attract fly market to
increase off-season stays increase longer stays
KERN Califor nia City
COUNTY
KTLA-TV Bake rsfield

KTLA-TV
COVERAGE SAN
Ke ene Barstow

REACH
LUIS Mojave Ne wberry
MAP OBIS PO
Whee ler
Ridge
Tehachapi
S prings

IN
Edwards
AFB Victorville SAN
BERNADINO
SANTA
He sper ia COUNTY
LOS ANGELES BARBARA
Gorman Lancas te r
LOS ANGELES Wrightwood
ORANGE LOS ANGELES
ORANGE
VENTURA Ojai Lak e
COUNTY
VENTURA
SANTA VENTURA
Ar rowhead Yucca
Mt Wilson Big B ear Valle y
SANTA
BARBARA S anta
Barbar a Carpinteria S imi
BARBARA
KERN Ve ntur a Valle y
Pasadena
Morongo
SAN
KERN Los Angeles
Pomona Ontario S an Valle y
Be rnadino
SANBERNADINO
BERNADINO
RIVERSIDE
RIVERSIDE S anta Monica
SAN DIEGO
SAN DIEGO Rivers ide Palm
Banning
COUNTIES
COUNTIES S prings
RIVERSIDE
Long Be ach ORANGE COUNTY Idyllwild
Costa Mesa
Aquanga
Laguna

Catalina S an Clemente
Oce anside
Carlsbad Escondido
Encinitas
SAN DIEGO
De l Mar COUNTY
KTLA SIGNAL*
S an Diego El Cajon
L.A. DMA

San Francisco Bay Area Los Angeles Region

KTLAs signal refers to the area within the circle which emanates from Mt. Wilson. This can include areas designated as L.A. DMA (yellow), as well as areas outside of the L.A. DMA (white).

Prepared by Burghardt+Dor Advertising 4

 TARGET AUDIENCE

Educated Adults 25-64 with a $100K+ HHI

BABY BOOMERS / AGES 51 - 69 GEN X / AGES 35 - 50 MILLENNIALS / AGES 18 - 34

Prepared by Burghardt+Dor Advertising 5

 INTEGRATED MARKETING

Destination Marketing Machine

#4 Entice Them Back #1 Attract Visitors

TV, Print, Digital, and PR

Eblasts, Special Offers & Social Media

#3 Create Memories #2 Sell The Experience

Online Videos

Responsive Website, Social Media,

and City Guide & Map Robust Website

Prepared by Burghardt+Dor Advertising 6

 WINTER & SPRING OVERVIEW

Winter/Spring Marketing & Media Mix

TV Media Print Media Digital Media Sweepstakes Social Media & PR Eblasts

Carmel Art Festival

Sweepstakes
Ongoing Social Posts

Amplify Social Posts

Media Relations & FAMs

Prepared by Burghardt+Dor Advertising 7

 FALL OVERVIEW

Fall Marketing & Media Mix

TV Media Print Media Digital Media Sweepstakes Social Media & PR Eblasts

Airline Ticket Partner Ongoing Social Posts

New Wellness
Travel Print TBD
Amplify Social Posts

Media Relations & FAMs

New Wellness
Travel Web TBD

Prepared by Burghardt+Dor Advertising 8

 PRINT ADVERTISING

#2 Best Small City in the U.S.

Cond Nast Traveler

#3 Best City for Romance in the World

Travel & Leisure

#4 Best Girls Trip

USA Today

#7 Best Restaurants for U.S. Cities

Cond Nast Traveler

#8 Travel Destination in the U.S.

Cond Nast Traveler

One of Americas Best Beach Towns

National Geographic Traveler

Discover what makes Carmel-by-the-Sea one of the most awarded small cities in the U.S.
Find things to do, events, local tips, and book special hotel rates direct at CarmelCalifornia.com.

Prepared by Burghardt+Dor Advertising 9

 TV ADVERTISING

(Music) When you come to... Carmel-by-the-Sea...

come ready to explore... a world-renowned destination. Get to know local artists...

Prepared by Burghardt+Dor Advertising 10

 TV ADVERTISING

taste wines from... regional winemakers... and discover more...

CarmelCalifornia.com

unique restaurants... in one-square mile... than any other...

Prepared by Burghardt+Dor Advertising 11

 TV ADVERTISING

small town in the U.S. All walking distance from your charming Come experience Carmel-by-the-Sea...
hotel or inn.

and book direct with Carmel innkeepers... at CarmelCalifornia.com

Prepared by Burghardt+Dor Advertising 12

 DIGITAL ADVERTISING

Remarketing Ads

Prepared by Burghardt+Dor Advertising 13

 DIGITAL ADVERTISING

Escape to one of the most beautiful places in the world

and book special hotel rates direct with innkeepers.

Remarketing &
Prospecting Ads

(Static & Video)

Prepared by Burghardt+Dor Advertising 14

 DIGITAL ADVERTISING

Target Hotel Searches

with Book-Direct Text Ads

hotels in carmel

Prepared by Burghardt+Dor Advertising 15

 EMAIL MARKETING

Prepared by Burghardt+Dor Advertising 16

 DEDICATED WEBSITE

Prepared by Burghardt+Dor Advertising 17

 BOOK HOTELS DIRECT

AWARENESS

CONSIDERATION

EVALUATION

PURCHASE

Prepared by Burghardt+Dor Advertising 18

 SWEEPSTAKES & CROSS PROMOTIONS

4-WEEK PROMOTION:
March 6 - April 2, 2017

72 TOTAL :15 SECOND PROMOS:

Today Show, Today In The Bay, and Rotators

Prepared by Burghardt+Dor Advertising 19

 Boost your Internet marketing with free web tools FREE BUSINESS MICROSITES
on the City of Carmel-by-the-Seas official travel website at CarmelCalifornia.com

The partner portal

provides citywide access
Your 93921 visitor-serving business license offers you a free microsite on CarmelCalifornia.com
with Partner Portal access to add special offers, photos, videos, social media, business information,
to free microsites for
and a link to your website. To get started, follow these steps:
visitor-serving businesses
in 93921 such as hotels,
shops, restaurants,
STEP #1: Partner Portal Login STEP #2: Add Content and Offers STEP #3: Review the Website
Go to CarmelCalifornia.com/Partners Once youre logged into your microsite, After you update your microsite through
and login using your Business License
Number (i.e. Username) and SIC Code
the user-friendly EDIT buttons let you add
business information, special offers, photos,
the Partner Portal, review your content live
on CarmelCalifornia.com. Return to the
wine tasting rooms, art
(i.e. Password) found on your Carmel videos, links, social media and more. Partner Portal for changes and updates.
business license.
galleries, and more.

For technical support, visit www.carmelcalifornia.com/techsupport

| P.O. Box CC, Carmel-by-the-Sea, CA 93921 | (831) 620-2000
City of Carmel-by-the-Sea

Prepared by Burghardt+Dor Advertising 20

 APPENDIX C

VISIT CARMEL
2017 MEDIA PLAN
MIDWEEK & OFF-SEASON

Jan Feb Mar Apr May Jun 6-Month Jul Aug Sep Oct Nov Dec 12-Month

TV
ABC, NBC, ABC, NBC, ABC, NBC,
SF Bay Area TV Media
CBS, Golf CBS, Golf CBS, Golf
TV Campaign $25,000.00 $25,000.00 $25,000.00 $75,000.00 $75,000.00
LA & SF LA & SF
LA TV Media
TV Media TV Media
TV Campaign $0.00 $40,000.00 $40,000.00 $80,000.00

6-MONTH SUBTOTAL $75,000.00 12-MONTH SUBTOTAL $155,000.00

PRINT
Monterey CATravel
Beyond (Alaska/Horizon)
Story Feature
Full-page, 4-color $5,515.00 $5,515.00 $11,030.00 $11,030.00
National & National &
Wellness Travel Print TBD
Regional Regional
1/2-page, 4-clr + Digital Ads $0.00 $20,000.00 $20,000.00 $40,000.00

Sunset Magazine TBD

1/2-page, 4-clr $0.00 $10,000.00 $10,000.00

Image $650
CCTC Map
Listing $325
Hidden Gem & Listing $975.00 $975.00 $975.00

6-MONTH SUBTOTAL $12,005.00 12-MONTH SUBTOTAL $62,005.00

INTERNET

Book-Direct PPC Media Book Direct Book Direct Book Direct Book Direct Book Direct Book Direct Book Direct Book Direct

Google & Facebook $9,000.00 $9,000.00 $9,000.00 $12,500.00 $5,500.00 $45,000.00 $5,000.00 $5,000.00 $4,000.00 $59,000.00
Additional Additional Additional Additional
Additional PPC Media
PPC Media PPC Media PPC Media PPC Media
Google & Facebook $2,250.00 $2,250.00 $2,250.00 $3,750.00 $10,500.00 $10,500.00

TripAdvisor.com Ad Targeting & Extension / 1.1 million impressions

Ad Targeting & Extension $32,942.00 $32,942.00 $32,942.00

1 3/21/17
 Jan Feb Mar Apr May Jun 6-Month Jul Aug Sep Oct Nov Dec 12-Month

SeeMonterey.com Email Eblast Eblast Eblast

Seasonal enewsletter $380.00 $380.00 $760.00 $380.00 $1,140.00

Online
Monterey.com
Package
Lodging & Events Webpages $0.00 $3,000.00 $3,000.00

6-MONTH SUBTOTAL $89,202.00 12-MONTH SUBTOTAL $106,582.00

OTHER

Jack Rabbit Annual

Book-Direct Functionality $14,250.00 $14,250.00 $14,250.00

nSight Annual

OTA Analytics $5,000.00 $5,000.00 $5,000.00

Monthly Brochure Fulfillment

Mail prep and postage $400.00 $400.00 $400.00 $1,200.00 $400.00 $400.00 $400.00 $400.00 $400.00 $400.00 $3,600.00

6-MONTH SUBTOTAL $20,450.00 12-MONTH SUBTOTAL $22,850.00

ESTIMATED TOTAL MEDIA 6-MONTH TOTAL $196,657.00 12-MONTH TOTAL $346,437.00

2 3/21/17
 2017

Visit Carmel
APPENDIX D

HUNTER
PUBLIC RELATIONSSPECIAL EVENTS
2016 Results

758,190,168 Generated impressions

$5,533,755 Advertising value for media earned
448% Increase in Instagram followers
96% Increase in Likes on Facebook
56 Media guests hosted
36% Increase in Twitter followers
10 Media information requests/month
1 Awesome media kit created
2016 Social Media Growth
Instagram. Twitter. Facebook.

Instagram Twitter Facebook

448% Increase! 36% Increase! 96% Increase!

1,885 to 10,327 Followers 1,439 to 1,958 Followers 12,100 to 23,714 Likes
 2016 Key Awards
Continuous recognition

January 2016 February 2016 March 2016 July 2016 October 2016

#1 Most Affordable #20 The Best Cities #9 Best Beaches in #15 Americas #21 of the Best Small
Winter Escapes In in North America California Favorite Beach Towns Towns in America
Western USA (Point Lobos State Reserve)
(California)

Top 5 American
#3 Worlds Most Small Towns
Romantic Cities Your Getaway from the City

The Best Small Cities

in the U.S.
National Print, Online Visibility
Diverse story angles & media outlets

Impressions: 700,500 Impressions: 2,430,000 Impressions:709,600

Value: $122,500 Value: $41,276 Value: $9,217

Recent Story Placements
Diverse story angles & media outlets

Impressions: 2,629,848 Impressions: 1,264,555 Impressions: 1,880,000

Value: $42,850 Value: $146,500 Value: $37,560
 2017 Media Relations Goals
Building on success, raising the bar

1
Use
2 3 4 5
Support &
NEW Outreach Continued Focus Investing in
Topical Trends to Increase Engage Key
on Social Media Carmels Future
& Editorial Partnerships
Current Themes Coverage
Ideas based on
Premier magazines
media feedback
and newspapers
western region,
national, select
international markets
Blended Strategy
A Three-Prong Approach

News Releases Social Media On-Site Media Experiences

Write releases that are aligned to Topical, photo-driven posts Plan fams and/or coordinate
themes and current events, with individual visits
mentions of book direct in every Synchronize with themes
communique Identify media most aligned to or
Occasional social media takeovers interested in themes
by visiting journalists

More video
2017 New & Increased Media Outreach

1 2 3
National Health/Fitness Western Region
(travel, lifestyle, in-flights)
KRON
Shape
T+L
Gentry
Mens Health
USA Today 7X7
Womens
Hemispheres Running Magazine San Diego Magazine
Womens Day
SF Gate
Themed Media Fams
(in addition to individual media visits)

1 2 3 4
Arts Immersion Destination Athleisure &
Mindfulness
Overview Well Being
April 23-26 May 21-24 October November
Continued Focus on Social Media

Regulate Focus Enhance Key Targets

Maintain a single, Focus on Instagram Social Media Engage with women
central point for all and newer platforms Promotions travelers, influencers
posting to ensure who have
voice, tone, Capture and post large followings
Stage occasional more authentic
authenticity Instagram takeovers video content
with on-site social Consider pay-to-post
Offer steady stream influencers (media) Consider an opportunities
of posts, closely Instagram
integrated with media ad campaign
and marketing
campaigns
 APPENDIX E

2 0 17 NEW M ARKE T IN G IN ITIATIV ES

 NEW MARKETING INITIATIVES

FITNESS INITIATIVE MINDFULNESS INITIATIVE

ART IMMERSION INITIATIVE EXPERIENTIAL IMAGE INITIATIVE

Prepared by Burghardt+Dor Advertising 2

 NEW MARKETING INITIATIVES

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

CREATE FITNESS CREATE MINDFULNESS

& ART IMMERSION & BRAND IMAGE

FITNESS FALL BRAND

LAUNCH CAMPAIGN

ART MINDFULNESS
IMMERSION LAUNCH

Prepared by Burghardt+Dor Advertising 3

 FITNESS INITIATIVE - WORK IN PROGRESS

Scenic Runs
Hikes & Walks
in & Around Carmel-by-the-Sea

Plus, download MapMyFitness,

MapMyRun, MapMyHike, and
www.CarmelCalifornia.com MapMyWalk for sponsored routes.

Prepared by Burghardt+Dor Advertising 4

 ART IMMERSION INITIATIVE - WORK IN PROGRESS

Get to Know the Local Carmel Artists

Carol Henry Richard MacDonald Michelle Magdalena

Steven Whyte Rachael Short Kim Weston

IMMERSE YOURSELF IN CARMELS RENOWNED ART COLONY

Galleries Workshops, Tours & Walks Art Events

Prepared by Burghardt+Dor Advertising 5

 MINDFULNESS INITIATIVE - WORK IN PROGRESS

DISCOVER MINDFULNESS
HOTEL VISITOR GUIDE &
DISCOVER
MINDFULNESS WEBSITE CONTENT
IN CARMEL-BY-THE-SEA
An introduction to beginners mindfulness
Map of scenic and peaceful locations in Carmel-by-the-Sea
Mindfulness retreat event schedule
Free mindfulness app download (potential partner)

DISCOVER MINDFULNESS
RETREAT GETAWAY PACKAGES
Introduction to beginners mindfulness retreats
Two-day retreat hosted by mindfulness partner
Keynote speaker(s)
Package includes retreat and Carmel hotel
Sunset Center is the event venue
Everything is walking distance from the hotels
Explore Carmel in the afternoon and evening
Retreats are offered from November - April (off-season)

Prepared by Burghardt+Dor Advertising 6