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Visit Carlsbad reports marketing gains, ends $1 million transportation pilot as cost-prohibitive
Summary
Visit Carlsbad leaders reported stronger lodging performance and campaign ROI, but said a $1,000,000 one-year transportation pilot that provided free rides to overnight guests will not continue because the cost per ride was prohibitive.
Kim Sidorjak, president and CEO of Visit Carlsbad, told the advisory board how CTBID funds were spent and summarized program outcomes, including a one-year transportation pilot and marketing metrics.
Sidorjak said CTBID-funded expenditures were broken down roughly as marketing (about 55%), business development (12%), salaries and benefits (16%), general administration (2%), and event grants and transportation (14%). She said all funds collected by the CTBID in fiscal year 2022–23 had been expended and services rendered.
On the transportation pilot, Sidorjak said a $1,000,000 grant funded a one-year pilot that ran from September 2023 through August…
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