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New international non-stop flights to San Diego from London and Tokyo were announced inFY13. Travel columnists, reporters and bloggers in the UK and Japan were quickly enlisted forcoverage by the CTID PR team.Over 30 writers, broadcast talent and news assignment editors have reported from Coronadoafter receiving carefully crafted news releases. Each season afforded fresh content and eventsfor the CTID PR team to use to keep Coronado in headlines. To date, public relations mediacoverage was valued at $1.8 million. It is expected to reach $2 million, doubling the total in FY12.The list of high profile media outlets that have provided features, articles and mentionsof Coronado includes:New York Times Univision Los Angeles TimesTravel Channel Today Show San Diego MagazineDallas Morning News Travel Magazine Irish Sun NewspaperGood Morning America Kyodo Japan AAA Westways–BOOKKEEPING/TAXES/ACCOUNTABILITY–In the most recent fiscal year the CTID strengthened its financial accountability and brought itcloser to home. In July, Island Bookkeeping was retained to serve as an independent resource forbookkeeping and financial reporting. At the same time, Considine and Considine, an accountingfirm that serves a number of Coronado organizations, was retained to file the CTID’s tax returns.As a part of the CTID’s agreed upon procedures with the City, the Board maintains a series ofsafeguards that promote transparency and security. The Treasurer approves all payables preparedby the Executive Director. All checks over $100 must be co-signed by any combination of theChairman, Treasurer and Executive Director. Bookkeeping and bank statement reconciliation arehandled off-site by Island Bookkeeping.–COLLABORATION–Beyond the CTID grants that support Coronadoevents, the Board purposefully shares itsresources and opportunities. Again in FY13 theCTID promoted Coronado including some of itsorganizations. Examples include:• Providing video/photo assets to CoronadoFloral Association, Coronado Chamber ofCommerce and Coronado MainStreet sothey can better market their annual eventsC T I D A n n u a l R e p o r t F Y 1 3• Promoting the digital distribution of theCoronado Visitor Guide and CoronadoHoliday Guide to 76,000 San Diegans• Including Lamb’s Players Theatre,Coronado Community Center andGlorietta Bay Inn in holiday TV coverage• Profiling all tourism-based businesses andcommunity events on Visit Coronado app• Featuring a variety of new Coronado businesses in marketing• Sharing photo assets with the City of Coronado for outreach to residents8
In February 2013 the Board approvedplans to expand the app so visitors can useiPads and tablets to discover Coronado.–GRANTS/GIVING BACK–Since 2010 the CTID has granted $52,000 to Coronado events that improve hotel occupancyduring the off-season for tourism. At their first meeting of the FY13, the Board deliberated eachrequest and awarded $4,000 community grants to each of the following:• Coronado Historical Association Art Walk• Superfrog Inc. Superfrog and Superseal• Coronado Chamber of Commerce Holiday Open House• Lamb’s Players Theatre An American Christmas• Coronado School of the Arts Nations of San Diego Int’lDance FestivalC T I D A n n u a l R e p o r t F Y 1 3–MOBILE APP–As with all of its marketing tools, the CTID launched the Visit Coronado mobile app to improvehotel occupancy. It is intended to navigate overnight guests toward shops, restaurants,services, parks, museums and events beyond hotel property. Local businesses are notcharged to appear within the app and the app is free to all users.Since its launch in early FY13, the capability of the app has grown to include detailedbusiness hours, restaurant menus and even augmented reality. These additions haveresulted in over 10,000 downloads/updates.In February 2013 the Board approved plans to expand the app so visitors can use iPadsand tablets to discover Coronado.9
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: The marketing efforts of the CTIDco
Page 11 and 12: A N N U A L C T I D B U D G E TFina
Page 13 and 14: In calendar year 2012 the CTID mark
Page 15: -COMMUNITY GRANTS-The Board believe

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