2. Roll Call of Voting Members and Determination of Quorum
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1 CITY OF CARLSBAD LODGERS TAX ADVISORY BOARD MEETING Municipal Building, City Council Chambers, 101 North Halagueno Carlsbad, New Mexico Tuesday, October 2, 2018 at 7:30 a.m. 1. Call to Order 2. Roll Call of Voting Members and Determination of Quorum 3. Approval of Agenda 4. Consider Approval of Minutes of Lodgers Tax Advisory Board Meeting held on September 4, Consider Approval of Request for Funding from Carlsbad Chamber of Commerce Christmas on the Pecos 27 th Anniversary 6. Consider Approval of Request for Funding from Carlsbad Community Concert Association Live Community Music 7. Consider Approval of Request for Funding from Creative Carlsbad Night of Lights 8. Consider Approval of Request for Funding from City of Carlsbad Community Development Dept. Promotion of City of Carlsbad Tourist Related Facilities 9. Approve Proposed Changes to the Lodgers Tax Grant Proposal Promotional Application 10. Adjourn If you require hearing interpreters, language interpreters or auxiliary aids in order to attend and participate in the above meeting, please contact the City Administrator s office at (575) at least 48 hours prior to the scheduled meeting time.
2 MINUTES OF A MEETING OF THE LODGERS TAX ADVISORY BOARD OF THE CITY OF CARLSBAD, NEW MEXICO, HELD IN THE CITY COUNCIL CHAMBERS AT THE MUNICIPAL BUILDING, 101 N. HALAGUENO, CARLSBAD, NM TUESDAY, SEPTEMBER 4, 2018, AT 7:30 A.M. Voting Members Present: Voting Members Absent: Neil Wiggins Julie Chester Dr. S.S. Dara Jill Torres Dale Balzano Also Present: Angie Barrios-Testa Executive Secretary Donavan Mager Khushroo Ghadiali Pam Therrell SENM Roadway Safety SENM Roadway Safety PBC Radio 00:00:10 1. CALL TO ORDER Chairman Neil Wiggins called the meeting to order. 00:00:23 2. ROLL CALL OF VOTING MEMBERS AND DETERMINATION OF QUORUM Chairman Wiggins called roll and it was determined that there was a Quorum of the Voting Members. Present: Julie Chester, Dr. S.S. Dara, and Neil Wiggins Absent: Dale Balzano and Jill Torres 00:00:40 3. APPROVAL OF AGENDA The motion was made by Dr. Dara and seconded by Julie Chester to approve the September 4, 2018, Meeting Agenda. The Vote was as follows: Yes: Neil Wiggins, Dr. S.S. Dara, and Julie Chester No: None Absent: Dale Balzano and Jill Torres 00:00:55 4. CONSIDER APPROVAL OF MINUTES OF CARLSBAD LODGER S TAX ADVISORY BOARD MEETING HELD AUGUST 7, 2018 The motion was made by Dr. Dara to approve the Minutes of the August 7, 2018 LTAB meeting and seconded by Julie Chester. The Vote was as follows: Yes: Neil Wiggins, Dr. S.S. Dara, and Julie Chester No: None Absent: Dale Balzano and Jill Torres 00:01:12 5. CONSIDER APPROVAL OF REQUEST FOR FUNDING FROM ROADWAY SAFETY INTEGRATED PROJECT - SAFETYFEST Mr. Donavan Mager, Acting Chairman of Roadway Safety Integrated Project presented for SafetyFest. Mr. Mager stated Roadway Safety Integrated Project is an organization which has been around for six years with a mission of accident prevention. One element of the organization is SafetyFest, a two-day conference which has been put on for the past six years, rotating here in Carlsbad and Hobbs. The last 3 years have been in Carlsbad. The goal is to offer education and information on accident prevention; not only on the roads but also on the job sites. They want to keep it inexpensive so that even small businesses can attend. The organization works with the NM Junior College to 1
3 provide instructors. What they plan to do with Lodgers Tax is to expand its reach. It is not just a Carlsbad issue but it is a regional issue and the organization wants to reach out to places such as Midland, Odessa and Roswell. Those folks will be spending money here locally, for hotels and restaurants. Mr. Khushroo Ghadiali provided additional comments on the use of Lodgers Tax funding for advertising to include; Social Media to reach out by phone and on tablets, radio advertising for those who prefer traditional advertising and also through print advertising. This is a multipronged campaign to reach out and let people know there are resources and classes available. They want to advertise regionally as a premier regional conference. In the past, Sponsors would pick up most of the costs but they are trying to up their game as far as what is going on in the region. The only way to fix the issues is by information and education. Mr. Mager additionally stated that some of the classes offered include; defensive driving, OSHA in the Oilfield focused for Hazards, Confined Space Training and CPR. These are eligible for continuing education credits. 1 st day will include professional speakers regarding roadway safety and NMDOT updates and 2 nd day and a half will include classes. It will be held at the Pecos River Village Conference Center. No additional discussion. Dr. S.S. Dara motioned to approve and seconded by Julie Chester. The Vote was as follows: Yes: Neil Wiggins, Dr. S.S. Dara, and Julie Chester No: None Absent: Dale Balzano and Jill Torres 00:05: ADJOURN The motion was made by Julie Chester and seconded by Dr. S.S. Dara to Adjourn. The Vote was as follows: Yes: Neil Wiggins, Dr. S.S. Dara, and Julie Chester No: None Absent: Dale Balzano and Jill Torres Chairman 2
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23 Addition Information Required Please prepare your application according to the following instruction. Please be concise and to the point with all your responses. Please try to limit your responses to the space provided and type responses if possible. A. Brief Project Narrative Explain the project in more detail and include pertinent budget information B. Brief Summary and explanation of how this project meets the requirements of a Lodgers Tax Promotional or Non-Promotional Project C. Additional Information as warranted, you may use additional sheets as needed
24 Proposed Scope of Activities and Services HK Advertising proposes to the City of Carlsbad the following services: Photography and Video of Key City Assets Video and Photography Shoot- Updating photography in our asset library. This will help The City of Carlsbad look new and exciting in all your upcoming campaigns. We will work with staff to identify assets needed. Shot sheet and storyboard will be developed and approved. Produce tv, digital and radio ads- Once we have the great video and photography, we will produce ads in their final form for use in placement strategy. All final creative and copy will be approved. The number of ads produced will be determined by on how many of each is needed. Budget: 60,000 Printed Collateral Brochure - Creation Design and print a brochure with the new photography that will capture all the great assets in Carlsbad. With great things to do all 4 seasons in Carlsbad. We will following the guidelines for the New Mexico True campaign. Brochure - Distribution Distribution of brochures in key target markets. Budget: 30,000 Digital Media Placement A strategic digital campaign can target the exact target customer we want for the City of Carlsbad. We will identify markets, behavioral profiles and specific areas that have the customer base we are looking for. The prime target is to reach people that love what we love in Carlsbad. Geographical areas to target will include: New Mexico, Albuquerque, Lubbock, Amarillo, Midland, Odessa, El Paso, Tucson Colorado Springs Budget: 95,000
25 Social Media With the film and photography, we will establish a consistent presence and social media message schedule for the City of Carlsbad on social media that is integrated into the overall marketing & communications plan. We will do an online audit, set up, Facebook page, Twitter and due to the amount of traffic and users on Facebook and changes to how Facebook s algorithm delivers news to your fans, we recommend also setting up a Facebook advertising budget to ensure that your posts are not only reaching your current fans, but also reaching out to new fans/potential visitors within a specific target market. Budget: 15,000 Print Media Placement Creating new print creative with the new photography allows us to target the market and the message when we want to. Target key publications for Carlsbad. New Mexico Magazine, Texas Monthly, National Park Travel Publications, AARP and other travel guides. Budget: 50,000 OPTIONAL DELIVERABLE Video Production with Economic Development Theme Video and Photography Shoot- This deliverable will help the City of Carlsbad add some very visual tools to the marketing toolbox that is for economic development marketing. We propose to shoot key businesses and stakeholders that attest to great benefits of working and living in Carlsbad. Shot sheet and storyboard will be developed and approved. Budget: 50,000 Proposed Budget and Fund Use All creative production will follow the New Mexico Tourism Department s Cooperative Marketing Grants programs and directives for the New Mexico True Campaign, and any associated directives and marketing opportunities from the State of New Mexico for film, tourism and economic development that is tourism and Lodger s Tax based. All activities and services are charged at the agencies established hourly rates. Total: 250,000
26 CITY OF CARLSBAD LODGERS TAX GRANT PROPOSAL PROMOTIONAL PROJECT Each Section below must be completed. Project Title: Brief Project Narrative: Applicant: Address: City, State, ZIP: Contact Person: (Signature of Authorizing Official) Title: Phone: (optional) Date Application Submitted: Project Start Date: Project Completion Date: Proposed Total Budget for Applicant: Proposed Sponsor/Partner Donations: Proposed Amount of Eligible Expenses:
27 INSTRUCTIONS FOR THE COOPERATIVE ADVERTISING OR OTHER PROPOSED USE APPLICATION PACKAGE Please prepare your application according to the following instruction. Please be concise and to the point with all your responses. Please try to limit your responses to the space provided and type responses if possible. A. BRIEF PROJECT NARRATIVE B. BRIEF SUMMARY OF THE APPLICANT S MARKETING PLAN
28 C. ADDITIONAL INFORMATION REQUIRED Please Provide information specific to each question 1. List of your event, activity or project s objective(s). 2. List of your target markets with description of method and type of promotion and media placements. 3. How do you intend to survey event or activity participants to determine economic impact in regards to Lodgers Tax and Gross Receipts Tax? 4. How does this event advertise and promote the City of Carlsbad as a destination resulting in overnight stays in local lodging facilities as well as promoting use of other tourist business, i.e. restaurants, attractions etc.? 5. Describe your plans for future Lodgers Tax promotion which will continue the quality and continuity of the event or other proposed use of funds. (If Applicable)
29 6. Do you have any other partnerships and or sponsors in this effort and have received any other type of funding from private, corporate and/or state grants? Successful projects and events often have multiple funding sources. If yes, please list name & amount below. TOTAL SPONSOR/PARTNERSHIP DONATIONS D. COOPERATIVE ADVERTISING PROJECT BUDGET, including eligible costs only (Please attach copy of budget or financial statements of project if available) (Use additional pages if necessary) Newspaper (List): Local Carlsbad Current Argus (1,000 Guideline) Out-of-Town Magazines (List): Postage or Mailings: Out of Town ONLY Cost of Posters Used: Local (500 Guideline) Out-of-Town (List): Radio (List): Local (1,000 Guideline) Out-of-Town (List): Television (List): Out of Town ONLY TOTAL REQUEST
30 E. PROVIDE ANY AVAILABLE SURVEY INFORMATION FROM PAST EVENTS OR OTHER USES F. COMPLETE THE FOLLOWING CHECKLIST PRIOR TO THE SUBMISSION OF YOUR APPLICATION 1. Application Completed? 2. Summary of Marketing Plan? 3. Project Description? 4. Copy of Budget Included*? 5. Survey Results? 6. Signed Copy of Application? 7. 2 copies of Application? * Be sure to clearly list amounts dedicated to advertising and promotion. Any questions regarding this application should be directed to Community Development, at Ext 7963 Applicant should plan to attend the Lodger s Tax Advisory Board Meeting when the application is scheduled to be considered. The Applicant or Representative will be asked to briefly present the application and answer any questions pertaining to the project. FAILURE TO APPEAR MAY RESULT IN DENIAL OF THE REQUEST. Once the City Council approves your request for Lodgers Tax Funds reimbursement will only be awarded after you submit the proper documentation (tear sheets, invoices, copies of cancelled checks, etc.) that funds have been expended in accordance with this agreement.
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