Petal to plate showcases the culinary delights of Carlsbad CA with the amazing beauty of this floral destination.

1. PETAL TO PLATE OVERVIEW | VISIT CARLSBAD 2018

2. 2
Campaign Overview and Key Data
Visit Carlsbad invited visitors to enjoy the power of flowers in all five senses at the Second
Annual Edition of Petal to Plate by Visit Carlsbad. The 10-day celebration of fine flowers,
food, and drink in the city of Carlsbad took place from April 5 to April 15, 2018 and
included six events and 24 floral-inspired specials happening in venues throughout the
destination. Guests were invited to tour the flower fields and savor the delights of spring
back in town with participating bars, restaurants, and spas.
ACTIVITIES
• 13 partners
• Four floral-themed spa activations
• Four Flower Field events
• One media preview event
• One event landing page
• Three-day FAM Trip with six media
• Social Media posts
• “Carlsbad in Bloom” media mailer
• Petal to Plate offerings Photoshoot at three venues – Campfire, Omni La Costa, and
Sheraton Carlsbad
Materials to follow feature coverage that explicitly includes Petal to Plate. Additional
coverage was secured from the campaign on the destination as a whole, including the
flower fields.

3. CAMPAIGN RESULTS
TOTAL CAMPAIGN MEDIA IMPRESSIONS
MEDIA PLACEMENTS*
MEDIA VISITS
SOCIAL MEDIA POSTS
TOTAL CAMPAIGN EAV
99,182,111
$5,452,182.63
28
33
3WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
6
*Media placements do not include pending coverage in DuJour and Inside F&B

4. WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 4
“Spring in Carlsbad is the optimal time to see the Flower Fields, however any time of year is ideal to
visit this So Cal beach town filled with unique shops, activities and dining opportunities.” – LuxeBeat
“Visiting Carlsbad during the Spring will awaken all of your senses with their Petal to Plate special.”
– The Daily Meal
“Spring has sprung and everything's coming up buttercups — at least if you happen to be in Carlsbad.
California.” – Food & Wine
“Do it for the Instagrams. This April, a town in Southern California transforms itself into floral heaven.
Carlsbad's second annual "Petal to Plate" celebration takes place between April 5 to 15.” – Forbes
“The famed Flower Fields of Carlsbad, Calif., usually draw visitors for the color burst created by giant
ranunculus blooms. Now local chefs and cocktail makers bring more to the table with Petal to Plate
events.” – Los Angeles Times
“Yes, the super bloom of 2017 was epic. But while this year won’t bring another “Flowergeddon,” a
weekend trip to Carlsbad, California, will cure what ails any Angelenos yearning for a botanical
outburst.” – Los Angeles Magazine
CAMPAIGN RESULTS

5. CAMPAIGN MATERIALS
5
PRESS RELEASE WEBSITE/LOGO PHOTOGRAPHYMEDIA MAILER
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
• Sent media mailer including letter
about campaign and a bouquet of
ranunculus to 5 media
✓ Lilit Marcus, CNN Travel
✓ Brittany Martin, LA Magazine
✓ Bekah Wright, Freelance –
Bon Appetite, LA Times,
National Geographic
✓ Leila Najafi, Thrillist
✓ Dionne Clarke, BELLA Mag
• Generated two social media posts of
bouquets, as well as additional media
visits and coverage opportunities for
the destination

6. WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 6
PETAL TO PLATE FAM & MEDIA PREVIEW
• Hosted 6 media for Petal to Plate inspired FAM
✓ Amelia Mularz, Mr. and Mrs. Smith, LA Mag
✓ Celine Bossart, DuJour
✓ Georgette Moger, InsideF&B
✓ Jill Weinlein, JustLuxe, LuxeBeat, The Daily
Meal
✓ Natasha Mynhier and Jeff Hammerton,
Tastemade Travel
• Secured 6 placements
• Generated 1,672,540 media impressions
• Generated 44,283 social media impressions
• Secured participation from 8 hotel and restaurant
partners
• Organized exclusive media preview on April
4 with Campfire and The Flower Fields at
Carlsbad Ranch for Food & Wine
• Secured Petal to Plate feature for Food &
Wine with original photography (UMV:
9,396,329 EAV: $422,834.81)
PETAL TO PLATE FAM MEDIA PREVIEW

7. SECURED MEDIA HIGHLIGHTS
UMV |29,759,863
EAV|$4,047,341.37
UMV |9,396,329
EAV|$422,834.81
UMV |23,904,510
EAV|$286,854.12
FORBES
APRIL 4, 2018
Included Visit Carlsbad's Petal to Plate
Celebration in a roundup of places to go
now as a result of inviting her to the Petal
to Plate FAM
Link
FOOD & WINE
APRIL 23, 2018
Featured Petal to Plate, Campfire, and
the farmers market in a story on edible
flowers following her attendance at the
media preview on April 4, 2018
Link
THE LOS ANGELES TIMES
APRIL 8, 2018
Highlighted Petal to Plate in weekly
roundup of things to do in the Los
Angeles Times Sunday Travel Section,
which includes a direct link to the Petal to
Plate landing page as well as information
on the photography workshop at the
Flower Fields
Link
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
UMV |23,910,022 Circulation|1,253,849
EAV|$286,920.26 EAV|$19,310
LOS ANGELES TIMES
January 19, 2018
Featured the Petal to Plate celebration in
April, as well as a large image of one of
the culinary offerings and a mention of
The Flower Fields
Link
7

8. SECURED MEDIA HIGHLIGHTS
THE LOS ANGELES TIMES PRINT
APRIL 8, 2018
CIRC | 773,789
EAV|$172,655.54
UMV |1,136,388
EAV|$17,045.82
UMV |694,296
EAV|$4,860.07
Featured Petal to Plate in weekly roundup
of things to do in the Los Angeles Times
Sunday Travel Section, which includes a
direct link to the Petal to Plate landing
page as well as information on the
photography workshop at the Flower
Fields
Link
THE DAILY MEAL
APRIL 5, 2018
Included Visit Carlsbad's 10-day Petal to
Plate celebration highlighting the hotels
and flower field events as a result from
meeting during the Petal to Plate FAM
Link
LOS ANGELES MAGAZINE
APRIL 10, 2018
Featured Carlsbad and Petal to Plate in
a story about top SoCal destinations to
experience flowers following
participation in Petal to Plate FAM
Link
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
TASTEMADETRAVEL
APRIL 9, 2018
UMV |600,594
EAV|$4,204.16
Featured Campfire, Omni La Costa,
Twenty/20 and The Farmer's Market at
the Carlsbad Village in a 1 min video
highlighting the Petal to Plate
celebrations in Carlsbad, CA following
her participation in the Petal to Plate
FAM
Link
8

9. SECURED MEDIA HIGHLIGHTS
SAN DIEGO UNION TRIBUNE
APRIL 5, 2018
UMV |493,406
EAV|$5,000
CIRC | 157,287
EAV|$95,440.99
UMV |7,359
EAV|$51.51
UMV |7,359
EAV|$51.51
Featured Visit Carlsbad's 10-day Petal to
Plate celebrations highlighting the hotels
and flower field events as a result from
meeting during the Petal to Plate FAM
dinner at Twenty/20 Grill
Link
SAN DIEGO UNION TRIBUNE
APRIL 5, 2018
Highlights Visit Carlsbad's 10-day Petal
to Plate celebration featuring the hotels
and flower field events as a result from
meeting during the Petal to Plate FAM
dinner at Twenty/20 Grill
See attached
PACIFIC SAN DIEGO
APRIL 5, 2018
Showcased Visit Carlsbad's 10-day
Petal to Plate celebration highlighting
the hotels and flower field events as a
result from meeting during the Petal to
Plate FAM dinner at Twenty/20 Grill
Link
PACIFIC SAN DIEGO
APRIL 5, 2018
Featured Carlsbad Flower Fields in a
roundup of What to do this weekend for
April 5-8 as a result of pitching the flower
fields as part of Visit Carlsbad's Petal to
Plate activations
Link
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 9

10. SECURED MEDIA HIGHLIGHTS
NBC 4 LOS ANGELES
APRIL 3, 2018
UMV |2,101,388
EAV|$31,520.82
UMV |1,040,164
EAV|$36,405.74
UMV |5,000
EAV|$35.00
Showcases Carlsbad Flower Fields' Wine
Tasting event following distribution of the
Petal to Plate press release
Link
JUST LUXE
MARCH 20, 2018
The story, penned by Petal to Plate FAM
Participant, Jill Weinlein, includes all the
activities she experienced during the trip
with mentions of Sheraton, Cape Rey,
Omni La Costa, The Flower Fields, and
Park Hyatt Aviara
Link
ELVARAMIERZ (BLOG)
APRIL 4, 2018
Highlights Visit Carlsbad's Petal to Plate
celebration in a roundup of places to go
now as a result of inviting her to the
Petal to Plate FAM
Link
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
UMV |31,096
EAV|$217.67
LUXE BEAT MAGAZINE
APRIL 9, 2018
Featured Omni La Costa, Petal to Plate
lunch, spa treatments, property activities
and trip to the flower fields in story
following her participation in the Petal to
Plate FAM
Link
10

11. SECURED MEDIA HIGHLIGHTS
SOCALCITY KIDS
APRIL 5, 2018
UMV |23,847
EAV|$166.93
UMV |5,000
EAV|$35.00
UMV |11,435
EAV|$80.05
UMV |5,000
EAV|$35.00
Highlighted Visit Carlsbad's Petal to Plate
celebration including details about the
events and offerings as a result of
distributing the Petal to Plate press
release
Link
HOME AVENUEREAL ESTATE& BLOG
APRIL 2, 2018
Included Visit Carlsbad's Petal to Plate
celebration and details on the event and
citywide offerings as a result of
distributing the Petal to Plate press
release
Link
SAN DIEGO COUNTY NEWS
APRIL 3, 2018
Highlighted Visit Carlsbad's Petal to
Plate celebration and details on the
event and citywide offerings as a result
of distributing the Petal to Plate press
release
Link
REPORT NEWSTODAY
APRIL 5, 2018
Included the Petal to Plate celebration in
a roundup of 5 places to go now for
spring travel, aligning the destination
with top tourist spots in North America
Link
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 11

12. SECURED MEDIA HIGHLIGHTS
CIRC | 32,000
EAV|$3,080.00
UMV |4,200
EAV|$29.40
UMV | 1,114,900
EAV| $804.30
Highlights Petal to Plate offerings in a
feature story
Link
Highlights Petal to Plate offerings in a
feature story
Link
Amelia Mularz, Petal to Plate FAM
participant, includes Carlsbad in a story
about top SoCal destinations to
experience flowers and features Petal to
Plate offerings
Link
CARLSBAD MAGAZINE
MARCH ISSUE
SOCALLIFE MAGAZINE
MARCH 28, 2018
MR. & MRS. SMITH
MARCH 31, 2018
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
CIRC | 9,346
EAV|$65.42
TRAVEL+TOURIST
MARCH 2018 ISSUE
Featured Visit Carlsbad's Petal to Plate
celebration in "Green Travel Diary" story
about the top international flower
festivals; Wagstaff Worldwide secured
this placement from a targeted Petal to
Plate pitch
Link
12

13. SECURED MEDIA HIGHLIGHTS
UMV |1,136,388
EAV|$17,045.82
Featured Omni La Costa, Petal to Plate
lunch, spa treatments, property activities
and trip to the flower fields in story
following her participation in the Petal to
Plate FAM
Link
THE DAILY MEAL
MARCH 20, 2018
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN
UMV |686
EAV|$4.80
DINEANDTRAVEL.ME
MARCH 21, 2018
The story, penned by Petal to Plate FAM
Participant, Jill Weinlein, includes all
Petal to Plate activations.
Link
13
UMV |12,360
EAV|$86.52
OSIDENEWS.COM
MARCH 25, 2018
Featured the Petal to Plate celebration
and various participating partners in a
story about the event and destination
Link

14. ADDITIONAL MEDIA SECURED
Shared photo of Petal to Plate beer
offerings
Link
@ARCANABREWINGINSTAGRAM
APRIL, 5, 2018
FOLLOWERS |1,309 FOLLOWERS |8,692 FOLLOWERS |25,200 FOLLOWERS |1,300,807
Featured the Petal to Plate media mailer
bouquet and included
@the_flower_fields and @VisitCarlsbad
in post showing off the flowers
Link
@LEILASLISTINSTAGRAM
APRIL 12, 2018
Posted image of the Petal to Plate
media mailer bouquet and included
@VisitCarlsbad, #VisitCarlsbad, and
#PetaltoPlate
Link
@CHANGEYOURLIFETRAVELSINSTAGRAM
APRIL 11, 2018
Featured various partners of the Petal
to Plate celebration in video about the
destination following participation in
Petal to Plate FAM on March 14-16,
2018
Link
@TASTEMADETRAVELFACEBOOK
APRIL 4, 2018
Attended Petal to Plate FAM on March
14-16, 2018; posted image of Pedego
bike riding activity with flowers from the
Farmers Market and included
@VisitCarlsbad and #PetaltoPlate
Link
@AMELIAMULARZ INSTAGRAM
MARCH 14, 2018
Attended Petal to Plate FAM on March
14-16, 2018; posted image of The
Flower Fields at Carlsbad Ranch
tagging @VisitCarlsbad and
#PetaltoPlate
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 15 2018
Attended Petal to Plate FAM on March
14-16, 2018; posted image of lunch
at Omni La Costa’s Spa Café tagging
@VisitCarlsbad, @OmniLaCosta and
#PetaltoPlate
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 16, 2018
Attended Petal to Plate FAM on March
14-16, 2018; tweeted about the Petal to
Plate celebration happening in Carlsbad,
including @VisitCarlsbad,
@ParkHyattAviara, @SheratonCarlsbad,
and @OmniLaCosta tags
Link
@JILLSFOODTRAVELSTWITTER
MARCH 21, 2018
FOLLOWERS |665 FOLLOWERS |984 FOLLOWERS |1,338 FOLLOWERS |1,935
SECURED SOCIAL MEDIA
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 14

15. ADDITIONAL MEDIA SECURED
Shared image of the flower fields and
tagged @VisitCarlsbad and
@the_flower_fields, as well as
#petaltoplate, during Petal to Plate FAM
March 14-16, 2018
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 15, 2018
FOLLOWERS |1,338 FOLLOWERS |1,338 FOLLOWERS |1,338 FOLLOWERS |984
Attended Petal to Plate FAM on March
14-16, 2018; posted image of the
flower fields and included
@VisitCarlsbad and #PetaltoPlate
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 15, 2018
Posted image of The Spa at La Costa
during Petal to Plate FAM on March
14-16, 2018; included
@VisitCarlsbad, #PetaltoPlate and
geotagged the spa
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 15, 2018
Shared image from The Flower Fields
at Carlsbad Ranch during Petal to Plate
FAM on March 14-16, 2018; included
#PetaltoPlate and geotagged Carlsbad,
CA
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 15 2018
Posted image of Pedego bike riding
activity with flowers from the Farmers
Market, as well as images of the
cocktail tasting at Omni La Costa;
attended Petal to Plate FAM on March
14-16, 2018
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 14, 2018
Attended Petal to Plate FAM on March
14-16, 2018; shared image of The
Flower Fields at Carlsbad Ranch and
geotagged the location
Link
@AMELIAMULARZ INSTAGRAM
MARCH 15, 2018
Attended Petal to Plate FAM on March
14-16, 2018; posted image from lunch
at The Spa at La Costa and included
#VisitCarlsbad, #petaltoplate, and a
geotag to Omni La Costa
Link
@AMELIAMULARZ INSTAGRAM
MARCH 15, 2018
Featured a video of The Flower Fields
at Carlsbad Ranch, including
@visitcarlsbad and #petaltoplate,
during Petal to Plate FAM March 14-
16, 2018
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 15, 2018
FOLLOWERS |984 FOLLOWERS |663 FOLLOWERS |663 FOLLOWERS |1,338
SECURED SOCIAL MEDIA
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 15

16. ADDITIONAL MEDIA SECURED
Featured video of wedding amenities at
The Flower Fields at Carlsbad Ranch
including photos from the Petal to Plate
FAM; tagged @VisitCarlsbad
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 16, 2018
FOLLOWERS |1,338 FOLLOWERS |1,338 FOLLOWERS |1,338 FOLLOWERS |984
Shared image from Park Hyatt Aviate
site tour activity during Petal to Plate
FAM on March 14-16, 2018; included
@parkhyattaviara, @VisitCarlsbad and
geotagged the resort
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 16, 2018
Featured image of Chef William
Griggs from Park Hyatt Aviara and one
of the Petal to Plate offerings; included
@VisitCarlsbad and #petaltoplate, as
well as geotagging the resort
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 16, 2018
Posted image of herself and Celine
enjoying cocktails at Twenty/20 Grill
during the Petal to Plate FAM and
geotagged Carlsbad, CA
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 16, 2018
Shared image from The Flower Fields at
Carlsbad Ranch during Petal to Plate
FAM on March 14-16, 2018; included
#PetaltoPlate, @VisitCarlsbad and
geotagged Carlsbad, CA
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 15, 2018
Posted a photo of Omni La Costa’s
Orange Blossom Margarita during
Petal to Plate FAM on March 14-16,
2018; included @VisitCarlsbad and a
geotag to the hotel
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 15, 2018
Attended Petal to Plate FAM on March
14-16, 2018 and posted a photo of
the doves at The Flower Fields,
including @VisitCarlsbad and a geotag
to the fields
Link
@GEORGETTELILLIANMP INSTAGRAM
MARCH 15, 2018
Shared image of lavender cookies
from Twenty/20 Grill during Petal to
Plate FAM on March 14-16, 2018;
included #PetaltoPlate, @VisitCarlsbad,
@Twenty20grill and
@SheratonCarlsbad
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 16, 2018
FOLLOWERS |984 FOLLOWERS |984 FOLLOWERS |984 FOLLOWERS |1,338
SECURED SOCIAL MEDIA
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 16

17. ADDITIONAL MEDIA SECURED
Shared image of Park Hyatt Aviara golf
course and The Flower Fields at
Carlsbad following Petal to Plate FAM
March 14-16, 2018
Link
@JILLSFOODTRAVELSTWITTER
MARCH 20, 2018
FOLLOWERS |1,935 FOLLOWERS |1,935 FOLLOWERS |1,935 FOLLOWERS |1,935
Mentioned Carlsbad, CA and Park
Hyatt Aviara in post on where to go for
spring break; attended the Petal to Plate
FAM March 14-16, 2018
Link
@JILLSFOODTRAVELSTWITTER
MARCH 20, 2018
Shared image of Petal to Plate cocktail
at Park Hyatt Aviara and JustLuxe story
about the celebration; attended Petal to
Plate FAM March 14-16, 2018
Link
@JILLSFOODTRAVELSTWITTER
MARCH 20, 2018
Posted link to review of Twenty/20
Grill following Petal to Plate FAM on
March 14-16, 2018
Link
@JILLSFOODTRAVELSTWITTER
MARCH 20, 2018
Tweeted about dinner at Twenty/20
Grill during Petal to Plate FAM on
March 14-16, 2018
Link
@JILLSFOODTRAVELSTWITTER
MARCH 17, 2018
Shared video of dinner and cocktail
class at Sheraton Carlsbad from March
14-16, 2018 Petal to Plate FAM
Link
@JILLSFOODTRAVELSTWITTER
MARCH 17, 2018
Posted video of Omni La Costa room
and amenities following Petal to Plate
FAM on March 14-16, 2018; included
@omnilacosta and @visitcarlsbad
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 16, 2018
Shared image from The Flower Fields
at Carlsbad Ranch following Petal to
Plate FAM on March 14-16, 2018
Link
@JILLSFOODTRAVELSINSTAGRAM
MARCH 19, 2018
FOLLOWERS |1,935 FOLLOWERS |1,935 FOLLOWERS |1,338 FOLLOWERS |1,338
SECURED SOCIAL MEDIA
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 17

18. ADDITIONAL MEDIA SECURED
Featured various partners of the Petal to
Plate celebration in video about the
destination following participation in
Petal to Plate FAM on March 14-16,
2018
Link
@TASTEMADETRAVELINSTAGRAM
APRIL 5, 2018
FOLLOWERS |131,000
SECURED SOCIAL MEDIA
WAGSTAFF WORLDWIDE | PETAL TO PLATE CAMPAIGN 18

19. 19
LAUREN WEIL, MADELYN BURKHART, SHANNON CROSBY, MAITE
CONWAYROSS
VisitCarlsbad@wagstaffworldwide.com