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HomeMy WebLinkAboutAgenda Report - November 7, 2012 I-02 PHAGENDA ITEM 4001 CITY OF LODI ,. COUNCIL COMMUNICATION AGENDA TITLE: Approve Lodi Tourism Business Improvement District (LTBID) 2013 Annual Report, Adopt Resolution of Intention to Levy Annual Assessment, and Set a Public Hearingfor November21,2012 to Considerthe Proposed Assessment MEETING DATE: November7,2012 PREPARED BY: Deputy City Manager RECOMMENDED ACTION: Approve Lodi Tourism Business Improvement District (LTBID) 2013 Annual Report, adopt Resolution of Intentionto Levy Annual Assessment, and set a public hearing for November 21, 2012 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 priorto the public hearing and adoption of a resolution confirming the 2013 Annual Report and levy of assessment. The City collects an administrative fee of 5 percent from the LTBID assessment. Representatives of the LTBID will be in attendance to make a presentation. The levy of the annual assessment will be discussed at a public hearing on November 21, 2012. The City provides additional funding to Visit Lodi! under a 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 provisionfor an annual report. Nancy Beckman, President and CEO of Visit Lodi!, will presentthe Annual Reportto the Council. FISCAL IMPACT: Fundingfor Visit Lodi! generates additional funding for local merchants and the City as tourism dollars are spent locally. FUNDING: $88,300 is included in the FY 2012/13 City budget. Attachment APPROVED: 1)=� Jordan Ayers Deputy City Manager Bartlam, City Manager CONFERENCEArD VISITORS BUREAU October 24,2012 Randi Johl City of Lodi 221 W. Pine St. Lodi, CA 95240 Dear Ms. Johl, Enclosed please find the 2013 Annual Report for the Lodi Tourism Business Improvement District (LTBID) which was established October 6,2004 by City Ordinance 1753 and was amended 11/19/2008 by Resolution No. 2008-229. Enclosed you will find a 2013 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 7,2012 City Council meeting. Please feel free to call me with any questions you may have. cerely, N cy an President and CEO 115 S. School Street, Suite 9 • Lodi, California 95240 • Toll -Free: 800-798-1810 • 209-365-1195 ' Fax: 209-365-1191 • www.visitlodi.com 2013 Lodi Tourism Business Improvement District Annual 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 subject to the assessment. The assessment is levied annually and collected quarterly. 2013 Work Plan (See Attached) For the purpose of the Annual Report presentation, we have broken our 2013 Work Plan into 5 project areas: Marketing/Promotional Activities ■ Customer Service & Hospitality Events Communications Committees 2013 Budget Income- BID $312,000.00 Income -City of Lodi $102,464.00 Income -Tourism Lunch $8,500.00 Income -postage donations $30.00 Income -Ares booking engine $60.00 Income -website advertising $1,750.00 Total Income $424,804.00 Advertising $65,000.00 Automobile Expense $3,717.00 Bank Service Charges $525.00 Contingencies/U nexpected Opportunities $7,568.00 Dues& Subscriptions $3,470.00 Education/Conferences $1,175.00 Equipment Lease $3,801.00 Event Expenses -Tourism Lunch $7,998.00 Gifts $200.00 Hospitality/Meetings: Planning Retreat $2,000.00 Hospitality/Meetings: Other $2,618.00 Insurance Directors& Officers $1,216.00 Health $4,200.00 Liability $700.00 Work Comp $1,500.00 Office Expenses Maintenance $6,390.00 Supplies $1,965.00 Personnel Salaries $157,000.00 Benefits $10,522.00 Postage& Delivery $2,863.00 Printing & Reproduction $5,225.00 Professional Fees Accounting $3,585.00 Administration-City of Lodi $15,600.00 Promotion $44,720.00 Rent $34,800.00 Repairs Computer Repairs $1,000.00 Tax & License Payroll $14,561.00 Property $0.00 Licenses $25.00 Technology $4,695.00 Telephone $2,520.00 Trade Shows $5,650.00 Travel & Entertainment Meals $875.00 Travel $2,720.00 Utilities - Gas & Electric $4,400.00 Total Expense $424,804.00 Net Profit (Loss) $0.00 Visit Lodi! Conference & Visitors Bureau 2013 Work Plan Marketinq/Promotional 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 2013 Bay Area Travel Show and will partnerwith the Central Valley Tourism Association to promote and represent Lodi at the Long Beach Travel and Adventure Show. Staff will actively promote and recruit partners to 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. 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 2013 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. In addition, staff will produce quarterly Lodi You Tube videos. Group Market Tradeshows: Visit Lodi! will attend three sales shows created for the group market: The California Society of Association Executives (Cal SAE), the Sacramento/Sierra Nevada Chapter of Meeting Professionals International (MPI) Conference and Trade Show, and Society of Government Meeting Planners (SGMP). All sales leads will be followed up on and added to our database for future marketing opportunities. Visit Lodi! will partnerwith the Central Valley Tourism Association to promote and represent Lodi at POWWOW and the International Tour Management Institute. 2 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 2013, the Group Sales Managerwill reach out to locals with quarterlyemail blasts and direct calls 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: An average of two days a month sales staff will make face-to-face sales appointmentsto group decision makers out of the area in an effort to sell them 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: Visit Lodi! will hold two out of 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. Meeting Professionals Organizations: The Group Sales Managerwill maintain memberships in MPI, SGMP and CaISAE and regularly attend meetings and events of these organizations. This gives Visit Lodi! an opportunity to help build business relationshipswith group decision makers. Sponsorships and Incentives: Visit Lodi! will utilize sponsorships and incentives at tradeshows and industry events (when appropriate and as funding allows) as a method by which to introduce the group market to Lodi as a destination. Sponsorships may be used as an incentive to facilitate bringing a group event to Lodi. Examples are sponsoring a wine reception at a meeting planner's conference or offering a cash incentive to bring a group to Lodi. 3 t Service/Hospitality 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.) Provide the highest degree of customer service by ensuring that visitor information is complete, up- to-date and easily accessible. In 2013 Visit Lodi! will redesign their website as well as produce a mobile site to reflectthe marketing direction suggested by the 2012 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 2013. 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. 11 Events Tourism Luncheon: May 2013, Visit Lodi! will host the 7t" Annual Tourism Luncheon. The Luncheon is designed to give Visit Lodi! the opportunity to promote their programs and services to the greater Lodi community. Communications Newsletter: Visit Lodi!'s digital newsletterTou rism-at-a-G lance wi I I feature new business openings, events and other items of interestto 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. N RESOLUTION NO. 2012-177 A RESOLUTION OF INTENTION OF THE LODI CITY COUNCIL TO LEVYANNUAL ASSESSMENT FOR LODI TOURISM BUSINESS IMPROVEMENT DISTRICT, ESTABLISHING PUBLIC HEARING DATE, AND APPROVING ANNUAL REPORT WHEREAS, the 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 21, 2012, 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 2013 (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 2013 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 7, 2012 I hereby certify that Resolution No. 2012-177 was passed and adopted by the City Council of the City of Lodi in a regular meeting held November 7, 2012, by the following votes: AYES: COUNCIL MEMBERS — Hansen, Johnson, Katzakian, and Mayor Mounce NOES: COUNCIL MEMBERS — None ABSENT: COUNCIL MEMBERS — Nakanishi ABSTAIN: COUNCIL MEMBERS — None �-- RANDI JOHL City Clerk 2012-177 i CONFERENCE AND VISITORS BUREAU AnnualReport Lodi City Council November 7, 2012 0 0 2012 Ye r iii Review Year in Review i6p Economy -is improving � TOT Tax up 13% over 2011 v�oa Wineries reporting increase in number of people to tasting rooms � 3-5 New winery tasting rooms Advertising i6p 20+ Pri nt and Online Publication, a>e VIA, Sunset, SF Gate, CA Visitor Guide, Reach Local Real Weddings, AllAboutBirds.com, SF Chronicle Lodi Insert --Tradeshows and Visitor Info i6p Bay Area Travel Show i6p L.A. Times Travel Show � Zinfest -" �* Sandhill Crane Festival • •I• [QIIEF IEYEF iN ] VISI fOR51RRF1y • r 10i ; Co u ty Call today to begin planning your 5pecial dry. 209) 3651195 1 Bring your X/ to visitlodl.com In v POucm Contact Visit Lodi! Today 800) 798-1810 ❑r infoavaitlodi.corn Cees •110011• 1k Marketing Pieces i6m Visitor Guide f6e Attraction Map & Guide f�oo Meeting Facilities Flyer r* -o Quarterly Event Calendar i�>o Chinese/Japanese Brochure o 1-6 L�n�x��n rrt 06 sto swan ro LoCa Uxon 6.y rarran sn w 07 street Fabe 13 Ed 'nl-71—n 19 a�m�r�w.r,�n�na r�mwa, �rs�wa, Y - ��- WW — - - 9 1- lkil In i&Tm� a �r.s. i� 1 a� Who We Market To: i6m Meeting Professionals � Association Executives r6o Social/Fraternal Organizations v�oa Religious Organizations r* -a Wedding Parties How We Market: i6p Memberships in Meeting Professional Organizations � Trade Shows ;6P Email Blasts & Direct Mail � FAM Tours r*,e Wine & Dine Events ri�p Host at Home ;�oe Advertisements/Sponsorships What it gets Lodi in Return: i6p Strengthens - our local economy Through November 2012.0 i6p 37 groups to Lodi - t &e Over $675,000 of estimated economic impact Brand Campaign i6p North Star Destinations � Extensive Research Process i6p Projected Launch Date: May 2013 NORTH STAR Relocation Ao i6p Moved to' 25 N School Street i6p 3,,000 sq. ft. i6p Visitor Center r�oa 2 phase move -in process r*o Sub -lease opportunity too 1911) -I1 I r r , �� IrEm L■IL.���� R11ilsww Rn[ipx�GMc�-� — 01 ■ r. 2013 Looking Ahea....d 201300 i6p Continue Co-r-e,Marketing Programs � Collaborative Opportunities � Implement Our Brand r,>o New Ads � Redesigned Website including mobile site � New Banners � Complete Downtown Visitor Center I CONFERENCE AND VISITORS BUREAU Tha kY ]a out �yOF� �/FORS SUBJECT: PUBLISH DATE: Please immediately confirm receipt of this fax by calling 333-6702 CITY OF LODI P.O. BOX 3006 LODI, CALIFORNIA 9524 1-19 10 ADVERTISING INSTRUCTIONS RESOLUTION AND PUBLIC HEARING REGARDING LODI TOURISM BUSINESS IMPROVEMENT DISTRICT 2013 ANNUAL REPORT AND CONSIDERATION OF PROPOSED ASSESSMENT SATURDAY, NOVEMBER 10,2012 TEAR SHEETS WANTED: Three (3) please SEND AFFIDAVIT AND BILL TO: RANDI JOHL, CITY CLERK LNS ACCT. #0510052 City of Lodi P.O. Box 3006 Lodi, CA 95241-1910 DATED: THURSDAY, NOVEMBER 8,2012 ORDERED BY: J=NNIFER NY. ROBISON, CMC A75SISTANT CITY CLERK RANDIJOHL CITY CLERK MARIA BECERRA ADMINISTRATIVE CLERK Verify Appearance of this Legal in the Newspaper — Copy to File forms\advins.doc DECLARATION CF POSTING RESOLUTIONAND PUBLIC HEARING REGARDING LODI TOURISM BUSINESS IMPROVEMENT DISTRICT 2013 ANNUAL REPORT AND CONSIDERATION OF PROPOSED ASSESSMENT On Thursday, November 8, 2012, in the City of Lodi, San Joaquin County, California, a resolution and Public Hearing Notice regarding Lodi Tourism Business Improvement District 2013 Annual Report and consideration of proposed assessment (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 perjurythat the foregoing is true and correct. Executed on November 8, 2012, at Lodi, California. J NIFDRR@ROBISON, CMC ASSISTANT CITY CLERK N:\Administration\CLERK\Forms\DECPOSTCM.DOC ORDERED BY: RANDIJOHL CITY CLERK MARIA BECERRA ADMINISTRATIVE CLERK NOTICE OF PUBLIC HEARING RESOLUTION NO. 2012-177 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, the 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 21, 2012, in the City Council Chambers, Carnecie 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 2013 (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 2013 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 7, 2012 hereby certify that Resolution No. 2012-177 was passed and adopted by the City Council of the City of Lodi in a regular meeting held November 7, 2012, by the following votes: AYES: COUNCIL MEMBERS— Hansen, Johnson, Katzakian, and Mayor Mounce NOES: COUNCIL MEMBERS—None ABSENT: COUNCIL MEMBERS— Nakanishi ABSTAIN: COUNCIL MEMBERS— None NIDI JOHL City Clerk 2012-177 CITY COUNCIL JOANNE MOUNCE, Mayor ALAN NAKANISHI, Mayor Pro Tempore LARRY D. HANSEN BOB JOHNSON P H I L KATZAKIAN CITY OF LODI CITY HALL, 221 WEST PINE STREET P.O. BOX 3006 LODI, CALIFORNIA 95241-1910 (209) 333-67021 FAX (209) 333-6807 www.lodi.gov cityclerkalodi.gov November 8,2012 Nancy Beckman President and CEO Visit Lodi! Conference & Visitors Bureau 25 N. School Street Lodi, CA 95240 KONRADTBARTLAM City Manager RANDI JOHL, City Clerk D. STEPHEN SCHWABAUER City Attorney RE: RESOLUTION TO LEVY ANNUAL ASSESSMENT FOR LODI TOURISM BUSINESS IMPROVEMENT DISTRICT, ESTABLISH PUBLIC HEARING DATE, AND APPROVE ANNUAL REPORT The Lodi City Council, at its meeting of November 7, 2012, adopted the enclosed resolution to levy annual assessment for Lodi Tourism Business Improvement District, establish the public hearing date of November 21, 2012, and approve the Annual Report. Should you have any questions, please feel free to contact the City Clerk's Office. Sincerely, nnifer M? Robison Assistant City Clerk JMR Enclosure N:\Administration\CLERK\Followup\ITBIDannualreport.doc