Coronado Tourism Improvement District (CTID)
Minutes from Advisory Board/Board of Directors Meeting of December 1, 2011
1.
Call to Order. Meeting was called to order at 2:06 p.m. Present were the following
CTID Advisory Board/Board of Directors: Todd Shallan, Denise Schwab, Courtenay
McGowen, Eddie Warner, Camille Gustafson, Tim Herrmann, Dave Spatafore, and Mary
Ann Berta.
After submitting disclosure documents to the City and completing ethics training, Brian
Johnson was welcomed as the new representative for Loews Coronado Bay Resort
Also in attendance: Executive Director (ED) Todd Little, Assistant City Manger Tom
Ritter, Karen Finch from Coronado Chamber and David Axelson from the Eagle Journal.
2.
Approval of Minutes from October 6, 2011. Change in Item 3: Thirty-eight vendors
changed to thirty-eight room nights. Motion, second: CG/DS. Unanimously approved.
3.
Oral Communications. None
4.
Election of Vice-Chair. With the departure of Kathleen Cochran, the need for a ViceChair was discussed. Chairman Todd Shallan nominated Tim Herrmann for service
through FY 11-12. Motion, second: CG/CM. Unanimously approved.
5.
Executive Director Update.
a) The Quarterly Report was delivered to the City and included a summary of the
CTID’s actual expense percentages versus budget projections. In the future, Todd
Shallan requested additional columns that reflect monthly collected assessments and
expenses. This will help the Board gauge available funds.
b) Local marketing efforts continue with SignOnSanDiego banner ads, radio ads, San
Diego Magazine and a new placement in Performances Magazine. Soon, the hoteliers
will review draft text for the newspaper insert planned for delivery April 29, 2012.
c) In October, the ED launched a case study to measure the ROI of the CTID’s
marketing investment. Thirty-two local businesses are participating.
d) Earlier, KNSD/Channel 7 was live from Loews to promote the variety of Holiday
events throughout Coronado. This was coordinated through CTID PR efforts.
e) The CTID hired Howard Bagley to photograph Snow Mountain, Santa and the
Holiday Open House/Parade for future promotion.
f) The Board was told that each of the CTID grantees were in compliance with the
guidelines. Both Coronado Youth Soccer and Superseal have posted a list of
Coronado restaurants, hotels and shops on their website. Tim Herrmann commented
on the economic impact of the CYS Holiday Cup: fifty booked rooms a day. The
Marriott is considering two-night stay minimums to maintain the compelling rate that
is presently offered.
6.
Project Planning With eight months remaining in the fiscal year, the Board was asked to
review short and long-term goals presented to the City and then prioritize them so the ED
could present options for accomplishing them. The challenge was to focus on projects
that matched the mission of the CTID but fit within budget restraints. Todd Shallan
pointed out the need for way finding signage in Coronado, but it would be a lengthy
(long-term) process. He underscored the need to include stakeholders such as the City,
Chamber and MainStreet in the development. He spoke also on the anticipated cost of
the feasibility study as well as the actual signage.
Eddie Warner felt the transportation/traffic challenges in the tourist season were
significant. She noted the difficulty for some tourists to walk between the Orange
Avenue district and Ferry Landing (and vice versa.) She felt it was important to educate
tourists on transportation options and distances between attractions.
The Board discussed Denise Schwab’s suggestion of exploring a transportation service
that shuttled tourists between the four CTID hotels and was strategically timed with
current Old Town Trolley service and the arrival of the Ferry. Courtenay McGowen
added her wish to bring an update to the Board on the Visitor Center’s exploration of
alternative Trolley stops and additional signage. David Spatafore recognized the Visitor
Center’s wish to develop a presence at Ferry Landing that educates tourists about the
Orange Avenue business district.
The development of digital tools to inspire, navigate and accommodate tourists was
deliberated. Tim Herrmann felt there was a growth opportunity with mobile apps and
GPS tools. The compatibility of these projects with the CTID mission was discussed and
Dave Spatafore questioned whether the Visitor Center’s funding from the City could
factor into the cost of digital tools used to educate tourists. Courtenay McGowen, who
represents the Visitor Center, will invite someone from her organization to speak at the
next CTID meeting.
To prioritize projects, Todd Shallan suggested beginning with a broad transportation plan
that included discussions with the Coronado Traffic Commission. Way finding signage
was ranked second but should be linked with the ED’s transportation report. The
development of mobile and digital tools is a natural follow-up because the content would
likely encompass the transportation plan and further promote the way finding signage.
7.
Adjournment. The meeting was adjourned at 2:57pm.