Visit Carlsbad PRESIDENT & CEO - Carlsbad, CA
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Visit Carlsbad
PRESIDENT & CEO
Carlsbad, CA
YOUR PARTNER IN GROWTH | Position Overview
www.searchwideglobal.com © 2021 SearchWide Global
ABOUT CARLSBAD, CA
Carlsbad has the best of everything! The Southern California lifestyle is
extremely active in Carlsbad. The San Diego region is known for its coastal, laid
back vibe, and Carlsbad locals embody this each day. Located on 7 miles of
pristine coastal beaches, Carlsbad is an outdoor destination that is perfect for
the active individual, while providing easy access to several great areas of
California. Home to the largest network of hiking and biking trails in San Diego,
there are unlimited options for the active enthusiast.
PLACES TO STAY IN CARLSBAD
Carlsbad has 42 hotels and resorts, from 5- star world- class to quaint beachfront
cottages. The Park Hyatt Aviara Resort, Golf Club & Spa recently completed a $50
million renovation while increasing their stellar reputation in the luxury resort
segment. Omni La Costa Resort and Spa finished work on their second ballroom
Costa de la Luna, adding 30,000 square feet of indoor and outdoor meeting space
to its already impressive group meeting venue offerings. Other great leisure and
group resorts located in Carlsbad include the Westin Carlsbad Resort & Spa,
Sheraton Carlsbad Resort & Spa and the Cape Rey Carlsbad Beach, a Hilton Resort
& Spa. As a coastal town spanning seven miles of spectacular beaches, many
hotels and villas offer enticing costal views and access to the Pacific Ocean.
EXPLORE
With many unique offerings, Carlsbad is home to huge attractions such as
LEGOLAND California, driving the desire for family travel to the area. Comprised
of the LEGOLAND theme park, a water park and the Sea Life Aquarium, this is
the only park location on the West Coast. The Flower Fields at Carlsbad Ranch
is a seasonal bloom experience that runs from March to May bringing tens of
thousands to the city. Other top attractions include the Carlsbad Premium
Outlets, the Gemological Institute of America, the Museum of Making Music,
Carlsbad Lagoon Watersports, Leo Carrillo Ranch & Historic Park, Carlsbad
Strawberry Company and several top-notch golf courses and renowned
breweries.
ABOUT VISIT CARLSBAD
Visit Carlsbad is the Destination Marketing Organization for the coastal city of Carlsbad, California. Located in the northern
section of San Diego County, Visit Carlsbad is funded through a TBID program and works closely with the city of Carlsbad
in promoting and elevating the destination on a global scale. Operating as a not-for-profit, our goal is to showcase the
unique and outstanding offerings that exist here both as a top-tier leisure and group/business destination.
Partnerships are key to this organization, and working with local, regional and national organizations, Visit Carlsbad has
grown stronger and is able to achieve more through relationship building while providing high value support to the
businesses and local residents.
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INCREASING AWARENESS OF THE DESTINATION
Visit Carlsbad’s main goal is to grow the region’s tourism impact and to continue supporting these efforts which are so
essential to the city’s vitality and offerings. Creating unique and telling marketing and advertising campaigns, Visit Carlsbad
looks to attract new leisure markets and also increase group meetings while being home to some of the biggest meeting’s
footprint in all of Southern California.
The city of Carlsbad is the second largest city that generates tourism in San Diego County and is home to many large
national corporations and headquarter operations. Offering a mix of business and tourism, Carlsbad’s complex makeup
creates a well-blended city-wide culture and a top place to work and live within the region.
Funded by a TBID assessment on room night stays, Visit Carlsbad recently underwent an increase of its revenue model,
moving from a $1 per occupied room night flat rate structure to a 2% percent of each occupied room’s daily rate structure.
This increase is slated to bring the annual budget to a 4X increase, providing the opportunity for growth and expanded
program development, while elevating the effect and impact the DMO will have on the destination moving forward.
BOARD OF DIRECTORS
Visit Carlsbad is governed by the Visit Carlsbad Board of Directors who play a pivotal role in directing the role of the
organization in the destination and meet on a monthly basis. This board is made up of members of the hotel community,
local city organizations as well as other key destination attractions.
TBID BOARD OF DIRECTORS
The Carlsbad TBID Board of Directors convene quarterly and is made up of the owners and general managers of local
resorts and hotels. At these meetings Visit Carlsbad presents quarterly results and reports, new business requests and any
other matters of business.
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POSITION SUMMARY
The President/CEO is responsible for the full-time management of the DMO’s business in full accordance with the board’s
directives and the DMO’s articles of incorporation and bylaws, in compliance with federal, state and local laws and
regulations.
RESPONSIBILITIES
• Reports to the Carlsbad Tourism Business Improvement District (CTBID) quarterly, as well as annually.
• Reports to the Visit Carlsbad Board of Directors monthly and as needed.
• Formulate, execute and report on key metrics used to manage the organization.
• The President and CEO will prepare and report annual operating budget and end of year reports to the CTBID
board of directors with direction and approval of the marketing committee.
• The President and CEO will make recommendations, manage, and supervise all contract third-party marketing and
public relations vendors; provide monthly, quarterly, and annual reports to the CTBID and Visit Carlsbad board of
directors.
• The President and CEO shall be responsible for the administrative, operating and supervising sales and
marketing functions of the DMO and will be the principal point of contact on administering the destination
group incentive.
• The President and CEO shall serve as advisor to the Board of Directors, assemble information as may be required
and attend all meetings of the Board in an advisory, non-voting capacity.
• The President and CEO shall be responsible for the hiring, discharging, directing and supervising of all employees
of the DMO.
• The President and CEO shall be responsible for the preparation of an annual operating budget encompassing all
activities and operations of the DMO, which budget shall be subject to review and approval of the CTBID and
Visit Carlsbad board of directors; Produce monthly financial reports & annual audits.
• The President and CEO shall perform such other and additional duties, as may be assigned by the CTBID and Visit
Carlsbad board of directors as may be designated, and as provided for in the bylaws.
• Develop and supervise plans to promote Carlsbad, CA as a meetings and visitor destination to area, state,
regional, national groups; as a center for conferences, workshops and meetings; and as a tourism destination
through individual leisure travel development.
• Provide senior leadership and sales direction to the organization.
• Develop and supervise implementation of an annual marketing plan for the DMO with submission to the CTBID
with the financial budget.
• Evaluate and report on fiscal status of events (expenses/income-revenue/benefit).
• Develop and finalize all job descriptions for each position.
• Develop an Incentive program for all relative positions with submission to the marketing committee for approval
prior to submitting to the CTBID for ultimate approval.
• Develop metrics to increase accountability of each position.
• Conduct annual reviews of all employees within prior to September 1 annually.
• Participate and maintain membership in local, state, regional, and national organizations and attend their
respective meetings.
• Maintain a good working relationship with local, state and national elected and appointed officials.
• Formulates ideas and proposals to open up new markets for tourism and greater destination awareness.
• Evaluate current strategic plan and make recommendations for improved destination visibility to include an
overview and plan to seek additional organizational funding.
Strategic Direction (Planning)
• Provide leadership to Board of Directors in developing long-range marketing plans and initiatives.
• Guide the Board of Directors in developing the annual Business Plan and budget.
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• Ability to navigate the Visit Carlsbad through a substantial budget growth, anticipating up to 4x the current
budget within the next 3-5 years.
• Orient/educate new Board members.
• Complete the Annual Operating Budget and Annual Marketing Plan.
• Complete monthly sales productivity reports for submission to the CTBID and Marketing Committee.
Finance (Fiscal Responsibility)
• Hold general responsibility for management of organization’s finances.
• Monitor and control all operating and capital expenses within the approved budget.
• Supervise the preparation and maintenance of all records, reports, and legal documents for the DMO.
• Sign or countersign checks in accordance with bylaws.
• Direct preparation of monthly and year-end financial statements; present to the Board for approval.
• Prepare annual budget in conjunction with CTBID and Visit Carlsbad board of directors; submit budget for
approval by CTBID board of directors.
• Monitor and assure that financial transactions are conducted within established policies and procedures.
• Evaluate fiscal status of events (expenses/income/benefit).
QUALIFICATIONS
• Bachelor’s degree with major course work in Economics, Journalism, Marketing, Business Administration,
Communications or related field preferred.
• 5+ years of senior leadership experience within the tourism industry at the executive level, preferably with a
DMO.
• 10+ years of senior sales and marketing leadership in a hotel, resort or DMO.
TOP PRIORITIES
• Fully assess the organization and make strategic recommendations for the organization with the changing
marketplace of the destination.
• Get to know the destination, fully immerse in the destination to understand not only the destination but gain
credible relationships with not only the stakeholders, but the restaurant and hospitality community.
Understanding the destination to support the marketing efforts of all businesses.
• Assess the current funding and revenues and make necessary recommendations for increased funding in the
future.
• Develop a comprehensive marketing plan within the existing funding structure and in addition, make strategic
suggestions as to marketing initiatives that should be put in place but are not based on the limited funding
available.
• Direct Sales effort to drive group room nights into the destination and develop increased levels of sales
accountability.
• Further align all vertical segments within the community to support tourism growth with the destination.
KEY CHARACTERISTICS
• Personable & humble • Relationship builder
• Collaborative • Adaptable
• Politically savvy • Hands on & engaging
• Good listener • Creative
• Excellent communicator • Accountable
• Entrepreneurial • Articulate
• Visible • Consensus builder
• Active & energetic • Excellent leadership abilities
• Analytical
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If interested in learning more about this great opportunity, please send your resume to the SearchWide Global
Executive listed below.
Nicole Newman, Vice President | SearchWide Global
www.searchwideglobal.com | newman@searchwideglobal.com
951-640-3745 (mobile)
About SearchWide Global
SearchWide Global is a full-service executive search firm primarily for companies in the travel, tourism and convention,
and hotel and lodging industries. We specialize in C-Level, Director and Management level executive searches for
companies ranging in size from Fortune 500 corporations to mid-sized public and private companies.
YOUR PARTNER IN GROWTH | Position Overview
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