HomeMy WebLinkAboutResolutions - No. 2010-224RESOLUTION NO. 2010-224
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF LODI
CONFIRMING THE 2011 ANNUAL REPORT FOR THE LODI
TOURISM BUSINESS IMPROVEMENT DISTRICT AND LEVY OF
ASSESSMENT
WHEREAS, the Lodi Tourism Business Improvement Districtwas established October 20,
2004, by Council adoption of Ordinance No. 1753, and as amended by Ordinances 1756 and 1818;
and
WHEREAS, the Annual Report, as required by Streets and Highways Code 536500 et seq.,
has been submitted to the City Council by the Board of Directorsof said Improvement District; and
WHEREAS, a public hearing was held as required by Streets and Highways Code §36524
on December 15,.2010, 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, the City Council of the City of Lodi does hereby resolve, determine,
and find as follows:
1� The required public hearing was duly held, at which time the public was allowed to
present written or oral protests to the levy of assessment for Lodi Tourism Business
Improvement District.
2) A majority protest as defined in the Streets and Highways Code §36525 was not
made.
3) The 2011 Annual Report as submitted on November 23, 2010, 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.
4) The confirmation of the report and adoption of this resolution constitutes the levy of
the assessment as contained in the Annual Reportfor the calendar year 2011.
Dated: December 15, 2010
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hereby certify that Resolution No. 2010-224 was passed and adopted by the City Council of
the City of Lodi in a regular meeting held December 15, 2010, by the following vote:
AYES: COUNCIL MEMBERS — Hansen, Mounce, Nakanishi, and Mayor Johnson
NOES: COUNCIL MEMBERS—None
ABSENT: COUNCIL MEMBERS — Katzakian
ABSTAIN: COUNCIL MEMBERS — None!" /
V<NDII JOHL
City Clerk
2010-224
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CONFONOE A DVISITORS BUREAU
November 16, 2010
Randi Johl
City of Lodi
221 W. Pine St.
Lodi, CA 95240
Dear Ms. Johl,
Enclosed please find the 2011 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 2011 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 23,2010 City Council
Shirtsleeve meeting. Please feel free to call me with any questions you may have.
115S. School Street, Suite 9 • Lodi, Califomia 95240 • Toll -Free: 800-798-1810 • 209-365-1195 • Fax: 209-365-1191 • www.visifiodi.com
2011 Lodi Tourism Business Improvement District Annual Repart
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 rdthin 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 annual and collected quarterly.
2011 Work Plan (See Attached)
For the purpose of the Annual Report presentation, we have broken our 2011 work plan
into 4 project areas:
■ Marketing/Promotional Activities
■ Customer Service & Hospitality
■ Communications
■ Committees
2011Budget
GIL Account
2011
Income - BID
$235,750.00
Income -Ci of Lodi
$71,000.00
Income -Taste of Lodi
$49,521.00
Income - Tourism Lunch
$6,000.00
Income- osta a donations
$0.00
Income - Ares booking engine
$25.00
Income -website advertising
$500.00
Tota! Income
$362,796.00
Advertising
$20,975.00
Automobile Expense
$2,845.00
Bank Service Charges
$444.00
Contingencies/Unexpected
Opportunties
$4,893.00
Dues & Subscriptions
$3,813.00
Education/Conferences
$425.00
Equipment Lease
$5,730.00
Event Expenses - Taste of Lodi
$39,703.00
Event Expenses - Tourism Lunch
$5,502.00
Facilities Fund
$25,000.00
Gifts
$200.00
Insurance
Directors & Officers
$1 600.00
Health
$9, 000.0
Liabilfty
$568.00
Work Comp
$1,300.0
Labor- Contract
$250.00
Off ce Exuenses
$2,362.00
Equqrnerjt — $I,444.48
Maintenance $2,200.00
Supplies -
147.
Benefits
$12,369.00
Postage & Delivery
$2,533.00
Printing & Reproduction
$2,215.00
Professional Fees
Accounting
$3,870.00
Administrabon-City of Lodi $11,788.00
Leaal Fees $250.00
Rent
$19,955.00
Repairs
Computer Repairs
$800.00
Tax & License
Payroll
$12,140.00
Property
$2,362.00
Licenses
$70.00
Technology
$3,780.00
Telephone
$1,900.00
Trade Shows
$6,065.00
Travel & Entertainment
Meals
$570.00
Travel
$3,335.00
Utilities - Gas & Electric
$2,100.00
Total Expense $362,796.00
Visit Lodi!
Conference & Visitors Bureau
2011 Work Plan
Marketing/Promotion Activities
Leisure Market
Targeted Advertising: Ads will be placed in designated target markets including
the greater Sacramento and northern California region to promote Lodi. Ads will
include a response measure for tracking purposes wherever possible. In 2011
staff will be continually researching the availabilityand feasibility of new
marketing/advertising programs including web -based opportunities.
Trade Shows: Visit Lodi! will have a booth at the 2011 Bay Area Travel Show
and Treasure Island Winefest. Staff will actively promote and recruit Lodi hotels
and attractions to participate as vendors as a way to have a greater presence at
the shows while increasing visibility and promotional opportunityfor Lodi. All
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 wine promotion opportunities at the Sunset Celebration Weekend
Travel Show.
Taste of Lodi: Visit Lodi! will produce the 9th annual signature event to 1.) draw
in visitors and 2.) showcase and market Lodi as a wine country tourism
destination. Staff will work to increase the quality of the look and feel of the
event by introducing additional vendor standards.
LodiView: Visit Lodi! will continue to offer LodiView as a monthly e -publication
highlighting Lodi events and activities of interest to the tourist. Staff proposesto
increase subscriber distribution by a minimum cf 10%.
Research: In 2011 Visit Lodi! Staff will research the process and feasibility of
promoting Lodi as a wedding destination.
Group Market
Tradeshows: Visit Lodi! will attend three sales shows created for the group
market: The California Society of Association Executives (Cal SAE), the National
Tour Operator Travel & Tourism Exchange, and SGMP. All sales leads will be
followed up on and added to our database for future opportunities.
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Fam Tours: Visit Lodi! Group Sales Managerwill host quarterly Fam Tours for
meeting planners and group decision makers as a tool to market Lodi as a group
meeting destination.
Direct Mail Campaign: Quarterly fliers/brochures will be mailed to group sales
decision makersto reinforce the Lodi tourism message.
Local Host Program: In 2011, the Group Sales Manager will make 12
presentationsto local social groups and service clubs to promote the Host -at -
Home Program. A 2011 Host -at -Home Award will be given out at the Annual
Tourism Luncheon as a way to 1.) keep groups local as a top of mind perception
for citizens and 2.) recognize individuals who participate in the program by
referring groups to Visit Lodi! sales staff.
Sponsorships: Sponsorships at tradeshows will be utilized (when appropriate
and as funding allows) as a method by which to introduce the group market to
Lodi as a destination.
Customer Service/Hospitality
Visitor Information Packets: Visitor information will be distributed on requestvia
email or through access on our website.
Website: The goal of the 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. All other sections of the visitlodi.com website will be
maintained and updated on a regular basis.
Visitor Publications: Visit Lodi! will develop and maintain a number of
publications geared to increase availabilitycf visitor information.
➢ Lodi Travel Planner: An updated Lodi Travel Plannerwill be presented
for distribution in the Summer of 2011. 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
annually, is a quick referenceto events in the Lodi area and is distributed
at the hotels, tradeshows, and in visitor information packets.
➢ Visitor Attraction Map & Guide: In January of 2011 Visit Lodi! will
introduce an updated Visitor Attraction Map & Guide. The map will be
distributed to hotels, wineries and attractionsfor their use and will be the
main piece sent out to visitors requesting visitor information. 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: Produced in-house, the Meeting Facilities
Brochure is designed to provide information to potential consumers on
event facilities.
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.
Communications
Newsletter: In 2011 Visit Lodi! will print and distribute two annual newsletters.
The reports will be distributed to local constituents and individuals vested in the
tourism industry as a way to inform the public as to the programs and services
undertaken by the Conference & Visitors Bureau.
Twitter and Facebook: Staff will update Visit Lodi! Twitter and Facebook
accounts weekly and proposes to increase followers by a minimum of 10%.
Cornmittees
Hotel Council: The Visit Lodi! Hotel Council meets to exchange information
about Lodi events, promotions, and programs and services. Beginning in 2011,
the Council will meet on a quarterly basis.
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