Coronado Tourism Improvement District (CTID)
Minutes from Advisory Board/Board of Directors Meeting of September 1, 2011
1.
Call to Order. Meeting was called to order at 2:05 p.m. Present were the following
CTID Advisory Board/Board of Directors: Todd Shallan, Kathleen Cochran, Courtenay
McGowen, Eddie Warner, Camille Gustafson, Tim Herrmann, Dave Spatafore, and Mary
Ann Berta. Dave Landon was absent.
Todd Shallan announced that Dave Landon has accepted a position in Orange County and
will soon leave the CTID Board. Another representative from the Coronado Chamber
will be announced soon and ideally sworn in before the next CTID meeting October 6.
Also in attendance were Executive Director (ED) Todd Little, Assistant City Manger
Tom Ritter, Rita Sarich from Coronado MainStreet, Susan Enowitz from Coronado
Historical Association, Lori Galvan from Coronado School for the Arts, Karen Finch
from Coronado Chamber and Heidi Wilson from Cultural Arts Commission.
2.
Approval of Minutes from August 11, 2011. Motion, second: KC/MAB. Unanimously
approved.
3.
Oral Communications. Heidi Wilson updated the CTID Board on the history and efforts
of the Cultural Arts Commission to coordinate the many arts resources in the City of
Coronado. A public hearing with City Council will soon outline how the CAC plans to
unite and connect stakeholders to develop communications, a signature event and
website. She hopes to return to update the CTID on developments with the CAC.
The ED updated the Board on the assessments collected during July 2011. $69,515 was
collected, about $29,000 over projections. Kathleen Cochran questioned the discrepancy
between the collected assessments and the projection. The projection reflected a 5%
increase over the July 2010 assessments that were collected only during a portion of the
month (thus the lesser amount.) The July 2011 assessments reflected an entire month of
assessments. When added to the current balance, the CTID bank account will approach
$138,000.
Rita Sarich asked the Board how they would proceed with community input on the
granting process. Todd Shallan said it would be addressed when it comes up on the
agenda.
4.
Marketing. The artwork for the September 25 insert in LA Times, OC Register, Arizona
Republic and North County Times is completed. The Board reviewed the artwork in
addition to the completed banner ads that debuted August 29th on TripAdvisor and
Away.com.
The Board then reviewed three mock-ups for the signage at the Harbor Drive Visitor
Center, preferring the layout that was similar to that used in San Diego Magazine. They
suggested adding more activity shots to show the variety of things to do in Coronado.
The Board recommended minor revisions to the San Diego Magazine design (moving the
logo to a more prominent location and inserting a photo of the Coronado gondola.)
The banner ad mock-ups for SignOnSanDiego were not presented because they required
more development. The Board authorized having the local marketing subcommittee
review the mock-ups and approving them for the targeted September 15t start.
5.
Community Grants. Before reviewing the applications the Board reminded the attendees
of the grant provisions: up to $4,000 each, not to exceed $20,000 total. No decisionmaking was mandated. Tom Ritter was asked about protocol for CTID Board Members
associated with grant applicants. They were instructed to recuse themselves from voting
on that particular grant application, they could not advocate from their seat but were
permitted to preface the application from the dais as any member of the public could.
Alphabetically, the ED and Board reviewed each of the 14 applications allowing for
public comment:
1)
2)
3)
4)
Courtenay McGowen provided copies of CHA’s specific plan to purchase ad
space in San Diego UT should their application be approved.
Rita Sarich clarified the projected attendance should MainStreet’s marketing
plans received a grant. About 11,000 day visitors could be expected. More
overnight guests could be expected with the development of hotel packages and a
shift towards more affluent owners of classic vehicles.
Lori Galvan of CoSA spoke of the history of the Native Dance event for which a
grant was request. Because the event is rooted in San Diego and is scheduled
prior to Valentine’s Weekend, more overnight guest from across the bridge could
be lured with increased advertising.
Rita Sarich spoke on behalf of the car procession that precedes the Coronado
Speed Festival. She and Karen Finch from the Chamber have worked to make the
procession/parade more valuable to businesses and residents by adding a popcorn
and lemonade element.
The Board had these general comments:
1)
Courtenay McGowen questioned the submitted budgets of several applicants.
Simply, the budget lines/totals did not add up. Additionally, many applications
were completed without regard to the stated goals of supporting events that
increased overnight stays in hotels as well as impacting local businesses.
2)
3)
4)
5)
6)
David Spatafore felt the grant process was flawed in general and should be
reorganized. He felt the grants would have little impact and the CTID should
assist specific events with hands-on mentoring as a contingency to funding.
Kathleen Cochran underscored the original goals of the grants to provide muchneeded funding to new events with great potential of impacting hotel stays.
Many on the Board felt a $4,000 grant paled in comparison to the revenue several
events were already collecting via sponsorships, funding and ticket sales.
Also, the Board questioned supporting events that were already at capacity with
little room for growth or additional economic impact.
Susan Enowitz asked whether the Board favored applications that increased hotel
stays or impacted local businesses. Todd Shallan reminded her of the $75,000
that was earmarked specifically for marketing local business. He outlined how
events that impact the number and length of hotel stays ultimately benefit all
stakeholders including local merchants.
Alphabetically, the Board voted whether each application should be qualify for a final
round of discussion. Applications for Coronado Floral Association, Coronado Junior
Woman’s Club, Coronado MainStreet, Coronado Surf Academy, Lamb’s Players
Theatre, Paws of Coronado, San Diego Fleet Week, Stephen Wampler Foundation and
Vaughn Multisport were acknowledged for their merits but declined for grants.
After further discussion and evaluation, three applications were approved for grants:
Coronado Chamber of Commerce for their Holiday Open House: A two-week, $4,000
value radio sponsorship package from Total Traffic Radio. Motion, second: DS/MAB.
Unanimously approved.
Coronado Historical Association for Coronado Art Walk: Up to $4,000 for the submitted
advertising strategy with San Diego UT. Motion, second: TS/MAB. CM recused,
unanimously approved.
Coronado School for the Arts for Nations of San Diego Int’l Festival: Up to $4,000 for
advertising on KPBS, Family Magazine and San Diego UT. Motion, second: CM/DS.
Unanimously approved.
The Board asked the ED to work with Superfrog, Inc. to develop a more compelling
advertising/marketing strategy for their March event. That strategy will be presented to
the Board (who reserved up to $4,000 should they wish to approve granting.) Motion,
second: DS/KC. Unanimously approved.
An additional grant of up to $4,000 could be made available to the Coronado Soccer
Youth Inc. They were also asked to submit an updated advertising plan that impacts local
business and hotel stays in Coronado. David Spatafore with coordinate with this group.
Motion, second: TS/DS. Unanimously approved.
6.
Adjournment. The meeting was adjourned at 4:10pm.