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For FY14 the Board will:• Hear recommendations first evaluated by Local Marketing Subcommittee• Explore new media options to sharpen platforms previously used• Negotiate further savings when possible with vendors• Enhance the awareness of dining in “Come and Play…” campaignIn the forthcoming year $73,000 has been budgeted for the local marketing of Coronado in SanDiego County. The Executive Director will present his recommendations for FY14 based on thesuccess of FY13 efforts.–PUBLIC RELATIONS–The Board is thrilled with the efforts of the PR teams to generate articles, features and columns thatpromote Coronado. Even greater gains could be made in FY14 by:• Investing further in video/photo assets of Coronado press kit• Returning to markets such as Dallas and Houston (cut because of cost)• New outreach in Denver and Las Vegas• Exploring TV infomercial opportunities in Arizona and ColoradoAlthough PR is included in the scope of work from SDTA, it receives special attention as if it was a thirddivision of marketing that accompanies the CTID’s national and local efforts.–LONG TERM PLANNING–At the end of FY12 the Board seeded a Long Term Planning Fund with $25,000. Their goal is to add anadditional $25,000 in subsequent years, including FY13. The balance at the end of FY13 will be $50,000.This budget was created to fund future projects. Examples could be:• A summer shuttle program that lessens vehicle usage• A way-finding signage program that further promotes walking• A restaurant strategy that better positions Coronado as a dining destination• Studies to measure visitor satisfaction and/or economic impact of tourismIn FY14, the Board plans on contributing another $25,000. At the close of FY14 the grand total could be$75,000 to fund the initiatives above or other opportunities that present themselves.C T I D A n n u a l R e p o r t F Y 1 314
–COMMUNITY GRANTS–The Board believes their community grant program providesdividends for both local businesses and the grantees:• Generating overnight guests for the assessed hotels• Delivering greater awareness, attendance andprofitability of Coronado events• Promoting spending at restaurants, shops andservices near the event• Improving cultural desirability of Coronado forguests and residentsIn February the Board improved the application process by allowing oral presentations from thoserequesting grants. This will allow the Board to obtain even more detail during the decision-makingprocess.–ACCOUNTING–In FY14 the CTID will maintain the safeguards already in place that assure financial transparencyand security. Two new parties, Island Bookkeeping and Considine and Considine continue toprovide objective layers of financial control.To comply with the Brown Act, assessment totals and quarterly financial statements will be madepublic and meeting attendees may comment on the reports.–GOAL-SETTING–Three years into its existence the CTID has proven to be progressive with goal-setting. A review ofprevious Annual Reports demonstrates the Board willingness to set goals that are ambitious butobtainable. In FY14 their goals include:• Championing way-finding signage to benefit visitors and residents alike• Investigating cost-effective systems that shuttle guests across districts• Launching digital tools to accommodate tablet users• Embellishing the image and awareness of Coronado dining category• Developing international outreach and efforts–IN CLOSING–Market conditions come and go. The recession that devastated hotel occupancy and localbusiness revenues is subsiding. Promoting tourism in Coronado delivers compelling dividendsfor businesses during the off-season and rewards for the City throughout the year. Approvingthe CTID for FY14 will provide both tangible and intangible results:C T I D A n n u a l R e p o r t F Y 1 3• As a by-product of consistent hotel occupancy, nearby restaurants, shops and servicesenjoy a steady stream of customers during the off-season• The City benefits from an increase in tax from additional consumer visits andtransactions• Tourism amplifies market desirability. Residents and commercial ownersenjoy greater property values• Funds from tourism contribute to the “livability” of our community and theupkeep of Coronado’s infrastructure15
Page 1 and 2: CoRonADo TouRISm ImpRovemenT DISTRI
Page 3 and 4: Honorable Mayor TanakaAnd Members o
Page 5 and 6: This annual report documents the ac
Page 7 and 8: The marketing efforts of the CTIDco
Page 9 and 10: In February 2013 the Board approved
Page 11 and 12: A N N U A L C T I D B U D G E TFina
Page 13: In calendar year 2012 the CTID mark

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