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HomeMy WebLinkAboutAgenda Report - December 17, 2014 G-01 PHG - I CITY OF LODI COUNCIL COMMUNICATION TM AGENDA TITLE: Public Hearing to Consider Adopting Resolution Confirming the 2015 Annual Report and Levy of Assessments Within the Lodi Tourism Business Improvement District (LTBID) MEETING DATE: December 17, 2014 PREPARED BY: Deputy City Manager RECOMMENDED ACTION: Public hearing to consider adopting resolution confirming the 2015 Annual Report and levy of assessments within the Lodi Tourism Business Improvement District (LTBID). BACKGROUND INFORMATION: In accordance with California Streets and Highway Code Sections 36500 and 36524, the Annual Report of the LTBID was approved by the City Council on October 28, 2014 by Resolution No. 2014-201, and the public hearing scheduled. A public hearing is required to hear protests and to receive testimony regarding the levy of and collection of a 3 percent Tourism Promotion Business Assessment for the benefit of the LTBID. Staff recommends approval of the levy of the assessment. FISCAL IMPACT: Funding for Visit Lodi! generates additional funding for local merchants and the City as tourism dollars are spent locally. FUNDING: Not applicable. Q:��t 'Ll"', A"--) Jordan Ayers, Deputy City Manag APPROVED: - 1 Ste a'ati® ty Manager RESOLUTION NO. 2014-239 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF LODI CONFIRMING THE 2015 ANNUAL REPORT FOR THE LODI TOURISM BUSINESS IMPROVEMENT DISTRICT AND LEVY OF ASSESSMENT WHEREAS, the Lodi Tourism Business Improvement District was established October 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; and WHEREAS, a public hearing was held as required by Streets and Highways Code Section 36524 on December 17, 2014, in the City Council Chambers at Carnegie Forum, 305 West Pine Street, Lodi, California, at 7:00 p.m., or as soon thereafter as possible, to consider protests to the assessment levy. NOW, THEREFORE, BE IT RESOLVED that the Lodi City Council does hereby resolve, determine, and find as follows: 1. A Resolution of Intention (Resolution No. 2014-201) to Levy Annual Assessment for the Lodi Tourism Business Improvement District, Establishing Public Hearing Date and Approving Annual Report was adopted by the Lodi City Council on October 28, 2014. 2. The required public hearing was duly held on December 17, 2014, at which time the public was allowed to present written or oral protests to the levy of assessments for Lodi Tourism Business Improvement District. 3. A majority protest as defined in the Streets and Highways Code Section 36525 was not made. 4. The 2015 Annual Report as submitted on October 28, 2014, by the Board of Directors of the Lodi Tourism Business Improvement District to the City Council is hereby confirmed as originally filed and attached hereto. 5. The confirmation of the Annual Report and adoption of this Resolution constitutes the levy of the assessment as contained in the Annual Report for the calendar year 2015. Dated: December 17, 2014 I hereby certify that Resolution No. 2014-239 was passed and adopted by the City Council of the City of Lodi in a regular meeting held December 17, 2014, by the following votes: AYES: COUNCIL MEMBERS — Chandler, Kuehne, Mounce, Nakanishi, and Mayor Johnson NOES: COUNCIL MEMBERS — None ABSENT: COUNCIL MEMBERS — None ABSTAIN: COUNCIL MEMBERS — None kJN FER ROBISON erk 2014-239 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 I-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. 2015 Work Plan (See Attached) For the purpose of the Annual Report presentation, we have broken our 2015 Work Plan into 5 project areas: ■ Marketing/Promotional Activities ■ Customer Service & Hospitality ■ Events ■ Communications ■ Research 2015 Budget Income - BID $384,823.00 Income -City of Lodi $127;688.00 Income - Tourism Lunch $10,000.00 Income -postage donations $20.00 Income -website advertising $1,750.00 Rent Income $10,716.00 Other Income (janitorial, supplies,etc) $2,400.00 Retail Income $1,200.00 Total Income $538,597.00 Advertising/Marketing $122,909.00 Automobile Expense Automobile Expense - Sales $1,000.00 Automobile Expense - Other $2,100.00 Bank Service Charges $400.00 Contingencies/Unexpected Opportunities $14,000.00 Dues & Subscriptions $3,255.00 Education/Conferences $1,965.00 Equipment Lease $3,801.00 Event Expenses - Tourism Lunch $11,135.00 Gifts $200.00 Hospitality/Meetings: Sales $500.00 Hospitality/Meetings: Other $1,400.00 Insurance Directors & Officers $1,400.00 Health $9,500.00 Liability $1,000.00 Work Comp $2,000.00 Labor, Contract $6,600.00 Office Expenses Equipment $2,135.00 Maintenance $4,640.00 Supplies $1,815.00 Personnel Salaries $165,480.00 Benefits $11,256.00 Postage & Delivery $3,000.00 Printing & Reproduction $850.00 Professional Fees Accounting $3,765.00 Administration -City of Lodi $19,241.00 Promotion FAM Tour Transportation $300.00 FAM Tour Lunches $400.00 Fam Tour Gift Bags $250.00 Group Sales Wine & Dine (2) $1,500.00 Online campaign consultant $25,000.00 Downtown Banners/Hardware $2,500.00 Quarterly Event Calendar $1,250.00 Other - graphic & web design, photography, tradeshow giveaways, misc. $10,174.00 Rent $36,060.00 Repairs Computer Repairs $800.00 Retail $3,000.00 Special Projects $16,158.00 Tax & License Payroll $16,260.00 Property $50.00 Licenses $25.00 Technology $6,945.00 Telephone $4,060.00 Trade Shows $5,175.00 Travel & Entertainment Meals Meals - Sales $175.00 Meals - Other $1,115.00 Travel Travel - Sales $320.00 Travel - Other $6,733.00 Utilities - Gas & EIectric $5,000.00 Total Expense $538,597.00 Net Profit (Loss) Visit Lodi! Conference & Visitors Bureau 2015 Work Plan Marketing/Promotional Activities Leisure Market Targeted Advertising: Ads will be placed in prime target markets as designated by the 2013 brand research studies. 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 2015 Bay Area Travel Show, Sunset Tradeshow and will partner with the Central Valley Tourism Association to promote and represent Lodi at additional shows where possible. Staff will actively promote and recruit partners to participate 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 6,300 subscribers. Quarterly e -postcards: In 2015 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 and Content Management: In 2015 Visit Lodi! will work with a Content Management/Social Media Consultant to develop an integrated content marketing plan. This custom -crafted integrated marketing campaign will incorporate all aspects of our destination's digital brand presence including website, social media, mobile outlets and email. It can include social media training and counseling, marketing campaign related promotional art, marketing campaign management, custom Facebook application, social network advertising and mobile marketing. Additionally a Visit Lodi! travel blog, videos and quarterly e -postcards will support the overall campaign strategy. New this year will include SEO analysis and strategic keyword ad buys to optimize our search engine rankings and presence. 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) tJ 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. In addition, Visit Lodi! will partner with the Central Valley Tourism Association to promote and represent Lodi at all national and international group sales shows. Fam Tours: Visit Lodi! Group Sales Manager will host a biannual Fam Tour 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. Sales Calls: Staff will make face-to-face sales appointments to 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 Manager will 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 relationships with 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. Customer 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 3 degree of customer service by ensuring that visitor information is complete, up- to-date and easily accessible. Visit Lodi! will utilize the new blog and social media advertising as a way to drive people to the website. Lodi Brand Retail: Visit Lodi! will carry a variety of Lodi logo wear, postcards and gift items for sale. 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 2015. 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 as well as 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. 2 Events Tourism Luncheon: May 2015, Visit Lodi! will host the 9t" 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 newsletter Tourism -at -a -Glance 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 newsletter will be distributed to local business leaders and elected officials. Research Data: Visit Lodi! is committed to utilizing data to drive marketing decisions, programs and services. In addition to collecting and reporting Lodi TOT, social media, and leisure and group visitor trends, staff will seek out new ROI measures. 5 Please immediately confirm receipt of this fax by calling 333-6702 CITY OF LODI P. O. BOX 3006 LODI, CALIFORNIA 95241-1910 ADVERTISING INSTRUCTIONS SUBJECT: RESOLUTION AND PUBLIC HEARING REGARDING INTENTION TO LEVY ANNUAL ASSESSMENT FOR LODI TOURISM BUSINESS IMPROVEMENT DISTRICT PUBLISH DATE: SATURDAY, NOVEMBER 1, 2014 TEAR SHEETS WANTED: Three (3) please SEND AFFIDAVIT AND BILL TO: JENNIFER M. ROBISON, CITY CLERK LNS ACCT. #0510052 City of Lodi P.O. Box 3006 Lodi, CA 95241-1910 DATED: TUESDAY, OCTOBER 28, 2014 ORDERED BY: PAMELA M. FARRIS DEPUTY CITY CLERK LNS JENNIFER M. ROBISON CITY CLERK ELENA STODDARD ADMINISTRATIVE CLERK Verify Appearance of this Legal in the Newspaper — Copy to File forms\advins.doc the Sentinel at 369-1084 at I P. Phoned to confirm receipt of all VA— date) 7, F ES DECLARATION OF POSTING RESOLUTION AND PUBLIC HEARING REGARDING INTENTION TO LEVY ANNUAL ASSESSMENT FOR LODI TOURISM BUSINESS IMPROVEMENT DISTRICT On Tuesday, October 28, 2014, in the City of Lodi, San Joaquin County, California, a resolution and public hearing regarding intention to levy annual assessment for Lodi Tourism Business Improvement District (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 I declare under penalty of perjury that the foregoing is true and correct. Executed on October 28, 2014, at Lodi, California. ORDERED BY: PAMELA M. FARRIS DEPUTY CITY CLERK JENNIFER M. ROBISON CITY CLERK ELENA STODDARD ADMINISTRATIVE CLERK NA\Administration\CLERK\Public Hearings\AFFADAVITS\DECPOSTCM.DOC Exhibit A NOTICE OF PUBLIC HEARING RESOLUTION NO. 2014-201 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 December 17, 2014, 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 2015 (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 No. 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 2015 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: October 28, 2014 I hereby certify that Resolution No. 2014-201 was passed and adopted by the City Council of the City of Lodi in a special meeting held October 28, 2014, by the following votes: AYES: COUNCIL MEMBERS — Hansen, Johnson, Nakanishi and Mayor Katzakian NOES: COUNCIL MEMBERS — None ABSENT: COUNCIL MEMBERS — Mounce ABSTAIN: COUNCIL MEMBERS — Non - JN FER . ROBISON�, ity Clerk 2014-201