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
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CONFERENCE AND VISITORS BUREAU
AnnualReport
Lodi City Council
November 7, 2012
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2012 Ye r iii Review
Year in Review
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number of people to tasting rooms
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Through November 2012.0
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Brand Campaign
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� Extensive Research Process
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CONFERENCE AND VISITORS BUREAU
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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