HomeMy WebLinkAboutAgenda Report - November 2, 2011 I-01 PHAGENDA ITEM Igo I
CITY OF LODI
COUNCIL COMMUNICATION
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AGENDA TITLE: Approve Lodi Tourism Business Improvement District (LTBID) 2012 Annual
Report, Adopt Resolution of Intention to Levy Annual Assessment, and Set a
Public Hearing for November 16,2011 to Considerthe Proposed Assessment
MEETING DATE: November 2,2 011
PREPARED BY. Deputy City Manager
RECOMMENDED ACTION: Approve Lodi Tourism Business Improvement District (LTBID) 2012
Annual Report, adopt Resolution of Intention to Levy Annual
Assessment, and set a public hearing for November 16,2011 to
consider the proposed assessment.
BACKGROUND INFORMATION: Pursuant to Lodi Municipal Code Chapter 12.07 and Streets and
Highways Code Section 35600 et seq., the LTBID membership
board is required to present an Annual Report (ExhibitA) for the
City Council's review and approval. This must be done prior to the public hearing and adoption of a
resolution confirming the 2012 Annual Report and levy of assessment. The City collects an
ad ministrativefee of 5 percent from the LTBI D assessment. Representatives of the LTBID will be in
attendanceto make a presentation. The levy of the annual assessmentwill be discussed at a public
hearing on November 16,2011.
The City provides additional funding to Visit Lodi! undera Memorandum of Understanding (MOU)
approved by the City Council on August 19, 2009. The MOU provides additional funding at a rate of 19
percent of the Transient Occupancy Tax (TOT) collections. The MOU covers the period of July 1, 2009
through June 30, 2014 and includes a provision for an annual report.
Nancy Beckman, President and CEO of Visit Lodi!, will present the Annual Report to the Council.
FISCAL IMPACT: Fundingfor Visit Lodi! generates additional funding for local merchants and the
City as tourism dollars are spent locally.
FUNDING: $76,000 is included in the FY 2011/12 City budget.
Attachment
Jord Ayers
Deputy City Manager
APPROVED:
Bartlam City Manager
1
CONFERENCE AND VISITORS BUREAU
October 21, 2011
Randi Johl
City of Lodi
221 W. Pine St.
Lodi, CA 95240
Dear Ms. Johl,
Enclosed please find the 2012 Annual Report for the Lodi Tourism Business
Improvement District (LTBID) which was established October 6,2004 by City
Ordinance 1753 and was amended 11/19/2008by ResolutionNo. 2008-229.
Enclosed you will find a 2012 work plan, budget and method of assessment as required
by the California Streets and Highways Code #33650. Please note there are no suggested
changes to the District at this time.
I plan to make a presentation to the Council at the November 2,2011 City Council
meeting. Please feel free to call me with any questions you may have.
i0cerely,
�Q
NIcy an
President and CEO
115S. School Street, Suite 9 • Lodi, California 95240 • Toll -Free: 800-798-1810 • 209-365-1195 • Fax: 209-365-1191 • www.visitlodi.com
2012 Lodi Tourism Business Improvement District Annual Report
Assessment Funding Purpose: To administer marketing programs to promote the City of
Lodi as a tourism destination and to fund projects, programs, and activities that benefit
hotels within the Business Improvement District boundaries
Method of Assessment: The LTBID includes all hotels/lodging facilities within the City
of Lodi as well as two properties currently located at the intersection of Kettleman Ln.
and 1-5. Each lodging facility within the district shall be assessed 3% of the gross room
rental revenue. Rentals (stays) lasting over 30 days are not subjectto the assessment.
The assessment is levied annual and collected quarterly.
2012 Work Plan (See Attached)
For the purpose of the Annual Report presentation, we have broken our 2012 work plan
into 6 project areas:
■ Marketing/Promotional Activities
■ Research
Customer Service & Hospitality
Events
Communications
Committees
2012 Budget
G/L Account 2012
Income- BID
$252,252.00
Income-Cityof Lodi
$84,000.00
Income -Community Book
$3,500.00
Income-Tasteof Lodi
$49,500.00
Income -Tourism Lunch
$6,500.00
Income-postagedonations
$15.00
Income - Ares booking engine
$25.00
Income -website advertising
$500.00
Attraction Map - dining ads
$1,000.00
Total Income
$397,292.00
Advertising
$38,492.00
Automobile Expense
$4,064.00
Bank Service Charges
$450.00
Contingencies/U nexpected
Opportunities
$4,935.00
Dues & Subscriptions
$3,505.00
Education/Conferences
$875.00
Equipment Lease
$3,760.00
Event Expenses- Taste cf Lodi
$49,500.00
Event Expenses -Tourism Lunch
$6,152.00
Gifts
$200.00
Hospitality/Meals
$1,465.00
Insurance
Directors & Officers
$1,600.00
Liability
$588.00
Work Comp
$1,225.00
Labor- Contract
$1,000.00
Office Expenses
Equipment
$1,000.00
Maintenance
$2,200.00
Supplies
$1,309.00
Personnel
Salaries
$145,320.00
Benefits
$10,464.00
Postage & Delivery
$2,413.00
Printing& Reproduction
$1,175.00
Professional Fees
Accounting
$3,580.00
Administration-Cityof Lodi
$12,613.00
Legal Fees
$250.00
Promotion
$48,615.00
Rent
$18,776.00
Repairs
Computer Repairs
$800.00
Tax & License
Payroll
$12,250.00
Property
$2,362.00
Licenses
$70.00
Technology
$3,780.00
Telephone
$1,900.00
Trade Shows
$5,620.00
Travel & Entertainment
Meals
$790.00
Travel
$2,094.00
Utilities- Gas & Electric
$2,100.00
Total Expense
$397,292.00
Net Profit (Loss) $0.00
Visit Lodi!
Conference & Visitors Bureau
2012 Work Plan
a/Prom Activities
Leisure Market
Targeted Advertising: Ads will be placed in designated target markets including
the greater Sacramento, greater Bay Area and Northern California region to
promote Lodi. Ads will be both hard copy and digital in nature and will include a
response measure for tracking purposes wherever possible.
Trade Shows: Visit Lodi! will have a booth at the 2012 Bay Area Travel Show
and Treasure Island Winefest. Staff will actively promote and recruit partnersto
participate as vendors where possible as a way to have a greater presence at the
shows while increasing visibility and promotional opportunity for Lodi. All leads
will be tracked and a database of contacts will be maintained for future marketing
opportunities.
Visit Lodi! will partnerwith the Central Valley Tourism Association to promote and
represent Lodi at the Los Angeles Times Travel Show. In addition, Visit Lodi! will
research promotional opportunities at various wine shows in the Northern
California region.
LodiView: Visit Lodi! will continue to offer LodiView as a monthly e -publication
highlighting Lodi events and activities of interest to the tourist. LodiView
distribution is currently at over 4,000 subscribers.
Quarterly e -postcards: In 2012 Visit Lodi! will produce quarterly e -postcards that
will be mailed to our marketing database. Each postcard will feature a call to
action and will give recipients the ability to click through to the Visit Lodi! website
for special offers and other Lodi visitor information.
Social Media: Staff will utilize social media (Facebook & Twitter) a minimum of
twice a week to promote Lodi events and businesses. Staff proposes to utilize
contests and give -a -ways as a way to increase followers.
Group Market
Tradeshows: Visit Lodi! will attend three sales shows created for the group
market: The California Society of Association Executives (Cal SAE), the
Northern California Chapter of Meeting Professionals International Annual Expo,
and Society of Government Meeting Planners (SGMP). All sales leads will be
followed up on and added to our database for future marketing opportunities.
2
Visit Lodi! will partnerwith the Central Valley Tourism Association to promote and
represent Lodi at POWWOW and the InternationalTour Management Institute.
Fam Tours: Visit Lodi! Group Sales Managerwill host quarterly Fam Tours for
meeting planners and group decision makers as a tool to showcase Lodi as a
group meeting destination.
Direct Mail Campaign: Quarterly fliers/brochures will be sent to group sales
decision makers to reinforce the vision of Lodi as a go -to destination for
meetings/conferences/events. Quarterly mailers will keep Lodi top -of -mind for
meeting planners, association leaders and social/fraternal groups.
Local Host Program: In 2012, the Group Sales Managerwill make 12
presentations to local social groups and service clubs to promote the Host -at -
Home Program. When appropriate, the Host -at -Home Award will be given out at
the Annual Tourism Luncheon as a way to generate group sales leads by
1.) reminding citizens and local leaders as to the benefits of bringing their groups
to Lodi, and 2.) recognizing individuals who participate in the program by
referring groups to Visit Lodi! sales staff.
Sales Calls: A minimum of two days a month sales staff will make face-to-face
sales appointments in the Northern California and greater Bay Area region to sell
group decision makers on bringing their group events and meetings to Lodi.
Additionally, sales staff will utilize cold calls to meeting planners and association
leaders as a way to maintain visibility and continually educate potential clients to
the value of Lodi as a meeting destination.
Wine & Dine: New this year, Visit Lodi! will hold two out cf the area Wine & Dine
social events for group decision makers as an alternative to the FAM Tour.
These events will provide an opportunity for Visit Lodi! staff to promote Lodi to
hard -to -reach decision makers.
Research
Lodi Brand Print Program: In 2012 Visit Lodi! working with North Star Destination
Strategies, will develop a Lodi Brand Print Strategy. The key component of the
brand print strategy is an extensive research component that will at its conclusion
provide a comprehensive demographic profile of the Lodi visitor as well as a
brand platform statement which will guide future marketing activities.
(.ucMmar Sere ]it Ii.
Visitor Information Packets: Visitor information will be distributed on request via
email or through access on our website.
Website: The goal of the Visit Lodi! website is twofold: 1.) To educate and
create awareness of Lodi as a visitor destination and to 2.) Providethe highest
degree of customer service by ensuring that visitor information is complete, up-
to-date and easily accessible. In 2012 Visit Lodi! will redesign their website to
reflect the marketing direction suggested by the Lodi Brand Print program.
Visitor Publications: Visit Lodi! will develop and maintain a number of
publications geared to increase availability of visitor information.
➢ Lodi Visitor Guide: An updated Lodi Visitor Guide will be presented for
distribution in the Summer of 2012. The book which is designed to
showcase Lodi to potential visitors and tourists is currently distributed to
hotels, wineries, venues and other tourist attractions. It is one of the main
marketing pieces for Visit Lodi! and is mailed upon request and is
distributed at travel trade and sales shows. Consumers will be able to
access the guide on-line and advertisers in the guide will have the ability
to change their on-line ads 4 times throughout the year giving them
flexibility in their advertising campaigns.
➢ Festival & Events Calendar: Visit Lodi! will produce an in-house
designed/printed Festival & Events Calendar. The Calendar, produced
quarterly, is a quick reference to events in the Lodi area and is distributed
at the hotels, wineries, attractions, tradeshows, and included in visitor
information packets.
➢ Visitor Attraction Map & Guide: The Visitor Attraction Map & Guide is
distributed to hotels, wineries and attractions for their use and will be sent
out to visitors upon request as well as utilized as give -a -ways at
tradeshows. The map is designed to fold into a brochure so that it can be
used in a card rack or as a self -mailer.
➢ Meeting Facilities Brochure: The Meeting Facilities Brochure is
designed to provide information to potential consumers on event facilities
and will be utilized heavily by Sales staff when promoting local venues to
the group market.
Hotel Brochure Distribution: Visit Lodi! staff will provide a monthly brochure
distribution service to all Lodi hotels, wineries and attractions. The goal is to
ensure that visitor information is widely available and easily accessible to guests.
4
Events
Tourism Luncheon: May 2012, Visit Lodi! will hostthe 5th Annual Tourism
Luncheon. The Luncheon is designed to give Visit Lodi! the opportunity to
promote their programs and services to the greater Lodi community.
Taste of Lodi: Visit Lodi! Board and staff will determine the feasibility of hosting a
2012 Taste of Lodi event. Key considerations will be economic viability and
staffing resources.
Communications
Newsletter: In 2012 Visit Lodi! will be moving to a digital format on their
newsletter. In addition, we will be moving from a Bi -annual publication to a
quarterly publication. The new publication will feature new business openings,
events and other items of interest to those vested in the tourism industry as well
as information on programs and services offered by the Visit Lodi! Conference &
Visitors Bureau. The newsletterwill be distributed to local business leaders and
elected officials.
Committees
Hotel Council: The Visit Lodi! Hotel Council meets quarterly to exchange
information about Lodi events, promotions, and programs and services.
Destination Lodi: The Destination Lodi Committee which was started in 2011 is
designed to bring together diverse industries vested in the Lodi tourism
movement to enhance cooperation between industries as well as to increase
cross -marketing opportunities.
RESOLUTION NO. 2011-175
A RESOLUTION OF INTENTION OF THE LODI CITY
COUNCIL TO LEVY ANNUAL ASSESSMENT FOR LODI
TOURISM BUSINESS IMPROVEMENT DISTRICT,
ESTABLISHING PUBLIC HEARING DATE, AND
APPROVING ANNUAL REPORT
WHEREAS, Lodi Tourism Business Improvement District was established
December 20, 2004, by City Council Ordinance 1753, and as amended by Ordinances
1756 and 1818; and
WHEREAS, the Annual Report, as required by Streets and Highways Code
Section 36533, has been submitted to the Board of Directors of said' improvement
district.
NOW, THEREFORE, BE IT RESOLVED by the Lodi City Council that it does
hereby resolve, determine, and finds as follows:
1. Approves the Annual Report as submitted, said report being on file with
the City Clerk.
2. Establishes November 16, 201 1, in the City Council Chambers, Carnegie
Forum, 305 West Pine Street, Lodi, California, at 7:00 p.m., or as soon
thereafter as possible, as the date, place, and time to hold the public
hearing.
3. It is the intention of the City Council to levy and collect assessments
within the Lodi Tourism Business Improvement District for the calendar
year 2012 (the District's fiscal year).
4. The proceeds from the Lodi Tourism Business Improvement District
assessment shall be used to administer marketing programs to promote
the City of Lodi as a tourism destination and to fund projects, programs,
and activities that benefit hotels within the City of Lodi. The boundaries of
the Lodi Tourism Business Improvement District shall be the boundaries
of the City of Lodi and County Service Area #31 (Flag City). Refer to the
report on file with the Lodi City Clerk's office for a full and detailed
description of the improvements and activities, boundaries, and proposed
assessments for the 2012 fiscal year.
5. At the time of the public hearing, written and oral protests may be made.
The form and manner of protests shall comply with Streets and Highways
Code Sections 36524 and 36525.
Dated: November 2, 2011
I hereby certify that Resolution No. 2011-175 as passed and adopted by the City
Council of the City of Lodi in a regular meeting held November 2, 2011, by the following
votes:
AYES:
COUNCIL MEMBERS — Hansen, Katzakian, Mounce,
Nakanishi, and Mayor Johnson
NOES:
COUNCIL MEMBERS— None
ABSENT:
COUNCIL MEMBERS — None
ABSTAIN:
COUNCIL MEMBERS — None
JOHL
City Clerk
2011-175
Visit nodi!
I
CONFERENCE AND VISITORS BUREAU
AnnualReport
Lodi City Council
November 02, 2011
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11 LODI CONFERENCE & VISITORS BUREAU
FOR YOUR FREE VISITOR GUIDE: VISIT OUR WEBSITE OR CALL TODAY1
TOLL FREE: 800.798.1810 • www.YISitiodi.CC}m
115 S. SCHOOL ST, SUITE 9, LODI, CALIFORNIA 95240
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Still A Depressed Market
2nd Qtr YTD TOT Up 15%
$410,000.
$400,000
$390,000
$380,000
$370,000
$360,000
$350,000
$340,000
$330,000
$320,000
2005 2006 2007 2008 2009 2010
* Source: City of Lodi
2 Million Visitors A Year
Group Sales:
38 G rou ps,1180 Room Nights Sold, $850,000
Facebook Followers
On The Rise
Twitter Subscribers On The Rise
Requests for Visitors Info
On The Rise
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CONFERENCE AND VISITORS BUREAU
Thank You I
Please immediately confirm receipt
of thisfax by calling 333-6702
CITY OF LODI
P. O. BOX 3006
LODI, CALIFORNIA 95241-1910
ADVERTISING INSTRUCTIONS
SUBJECT: A RESOLUTION OF INTENTION AND NOTICE OF PUBLIC HEARING TO
LEVY ANNUAL ASSESSMENT FOR LODI TOURISM BUSINESS
IMPROVEMENT DISTRICT AND APPROVE ANNUAL REPORT
PUBLISH DATE: SATURDAY, NOVEMBER 5,2011
TEAR SHEETS WANTED: One (11 Dlease
SEND AFFIDAVIT AND BILL TO: RANDI JOHL, CITY CLERK
LNS ACCT. #0510052 City cf Lodi
P. O Box 3006
Lodi, CA 95241-1910
DATED: THURSDAY, NOVEMBER3,2011
ORDERED BY: RANDI JOHL
CITY CLERK
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L3' , -•c •
MARIA BECERRA
ADMINISTRATIVE CLERK
Verify Appearance of this Legal in the Newspaper — Copy to File
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DECLARATION OF POSTING
A RESOLUTION OF INTENTION AND NOTICE OF PUBLIC HEARING TO LEVY
ANNUAL ASSESSMENT FOR LODI TOURISM BUSINESS IMPROVEMENT DISTRICT
AND APPROVE ANNUAL REPORT
On Thursday, November 3, 2011, in the City of Lodi, San Joaquin County, California, a
resolution of intention and Notice of Public Hearing to levy annual assessment for Lodi
Tourism Business Improvement District and approve Annual Report (attached and
marked as Exhibit A), was posted at the following locations:
Lodi Public Library
Lodi City Clerk's Office
Lodi City Hall Lobby
Lodi Carnegie Forum
declare under penalty of perjury that the foregoing is true and correct.
Executed on November 3, 2011, at Lodi, California.
AAIFER MUROBISON, CMC
ASSISTANT CITY CLERK
N: Wdministration\CLERK\Forms\DECPOST. DOC
ORDERED BY:
RANDIJOHL
CITY CLERK
MARIA BECERRA
ADMINISTRATIVE CLERK
NOTICE OF PUBLIC HEARING
RESOLUTION NO. 2011-175
A RESOLUTION OF INTENTION OF THE LODI CITY
COUNCIL TO LEVY ANNUAL ASSESSMENT FOR LODI
TOURISM BUSINESS IMPROVEMENT DISTRICT,
ESTABLISHING PUBLIC HEARING DATE, AND
APPROVING ANNUAL REPORT
LX 171
WHEREAS, Lodi Tourism Business Improvement District was established
December 20, 2004, by City Council Ordinance 1753, and as amended by Ordinances
1756 and 1818; and
WHEREAS, the Annual Report, as required by Streets and Highways Code
Section 36533, has been submitted to the Board of Directors of said improvement
district.
NOW, THEREFORE, BE IT RESOLVED by the Lodi City Council that it does
hereby resolve, determine, and finds as follows:
1. Approves the Annual Report as submitted, said report being on file with
the City Clerk.
2. Establishes November 16, 2011, in the City Council Chambers,
Carnegie Forum, 305 West Pine Street, Lodi, California, at 7:00 p.m.,
or as soon thereafter as possible, as the date, place, and time to hold the
public hearing.
3. It is the intention of the City Council to levy and collect assessments
within the Lodi Tourism Business Improvement District for the calendar
year 2012 (the District's fiscal year).
4. The proceeds from the Lodi Tourism Business Improvement District
assessment shall be used to administer marketing programs to promote
the City of Lodi as a tourism destination and to fund projects, programs,
and activities that benefit hotels within the City of Lodi. The boundaries of
the Lodi Tourism Business Improvement District shall be the boundaries
of the City of Lodi and County Service Area #31 (Flag City). Refer to the
report on file with the Lodi City Clerk's office for a full and detailed
description of the improvements and activities, boundaries, and proposed
assessments for the 2012 fiscal year.
5. At the time of the public hearing, written and oral protests may be made.
The form and manner of protests shall comply with Streets and Highways
Code Sections 36524 and 36525.
Dated: November 2, 2011
hereby certify that Resolution No. 2011-175 as passed and adopted by the City
Council of the City of Lod in a regular meeting held November 2, 201 1, by the following
votes:
AYES:
COUNCIL MEMBERS — Hansen, Katzakian, Mounce,
Nakanishi, and Mayor Johnson
NOES:
COUNCIL MEMBERS — None
ABSENT:
COUNCIL MEMBERS— None
ABSTAIN:
COUNCIL MEMBERS — None
&JOHL
City Clerk
2011-175
Is] IV9014111ZIs] II
BOB JOHNSON, Mayor
JOANNE MOUNCE,
Mayor Pro Tempore
LARRY D. HANSEN
PH I L KATZAKIAN
ALAN NAKANISHI
CITY OF LODI
CITY HALL, 221 WEST PINE STREET
P.O. BOX 3006
LODI, CALIFORNIA 95241-1910
(209) 333-6702 / FAX (209) 333-6807
www.lodi.aov cityclerk-Q odi.gov
November 3,2011
Nancy Beckman, President/CEO
Visit Lodi! Visitor and Conference Bureau
115 S. School Street, Suite 9
Lodi, CA 95240
KONRADT BARTLAM
City Manager
RAND[ JOHL, City Clerk
D. STEPHEN SCHWABAUER
City Attorney
RE: RESOLUTION OF INTENTION TO LEVY ANNUAL ASSESSMENT FOR
LODI TOURISM BUSINESS IMPROVEMENT DISTRICT AND SET
PUBLIC HEARING
The Lodi City Council, at its meeting of November 2, 201 1, adopted the enclosed
resolution of intention to levy annual assessment for the Lodi Tourism Business
Improvement District, establishing the public hearing date of November 16, 2011,
at 7 p.m., or as soon thereafter as the matter may be heard, and approving the
Annual Report.
Should you have any questions, please feel free to contact the City Clerk's Office.
Sincerely,
kaJ�o�hI
City Clerk
RJ/JMR
Enclosure
N:\Administration\CLERK\FollowupUTransmitta]3.doc