HomeMy WebLinkAboutResolutions - No. 2011-183RESOLUTION NO. 2011-183
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF LODI
CONFIRMING THE 2012 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 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 §36500 et seq.,
has been submitted to the City Council by the Board of Directors of said Improvement District; and
WHEREAS, a public hearing was held as required by Streets and Highways Code §36524
on November 16, 2011, 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 2, 2011, 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 Report for the calendar year 2012.
Dated: November 16, 2011
I hereby certify that Resolution No. 2011-183 was passed and adopted by the City Council of
the City of Lodi in a regular meeting held November 16, 2011, by the following vote:
AYES: COUNCIL MEMBERS — Hansen, Katzakian, Nakanishi, and MayorJohnson
NOES: COUNCIL MEMBERS — None
ABSENT: COUNCIL MEMBERS— Mounce
ABSTAIN: COUNCIL MEMBERS— Non
ZH L
2011-183
VISITORS g[REpp
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.
rely,
i
President and CEO
115 S. School Street, Suite 9 • Lodi, Califomia 95240 • Toll -Free: 800-798-1810 • 209-365-1195 • Fax: 209-365-1191 • www.visitiodi.com
Assessment Funding Purpose: To administer marketing programs to promote the City of
Lodi as a tourism destinationand to fund projects, programs, and activitiesthat 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 subjectto the assessment.
The assessment is levied annual and collected quarterly.
2012 Work Plan (See Attachedl
For the purpose of the Annual Report presentation,
into 6 project areas:
■ Marketing/Promotional Activities
■ Research
■ Customer Service & Hospitality
• Events
■ Communications
■ Committees
2012 Budget
GIL Account 2012
we have broken our 2012 work plan
Income- BID
$252,252.00
Income-Citycf Lodi
$84,000.00
Income -Community Book
$3,500.00
Income -Taste of Lodi
$49,500.00
income -Tourism Lunch
$6,500.00
Income -postage donations
$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/Unexpected
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
EventExpenses- Tourism Lunch
$6,152.00
Gifts
$200.00
Hospitality/Meals
$1,465.00
Insurance
Directors& OH'icers
$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 -City cf 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
Properly
$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
B o 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 partners to
participate as vendors where possible as a way to have a greater presence at the
shows while increasing visibility and promotional opportunityfor Lodi. All leads
will be tracked and a database of contacts will be maintainedfor 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.
LodiVi w: Visit Lodi! will continue to offer LodiView as a monthly e -publication
highlighting Lodi events and activities of interestto 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 away 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.
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Visit Lodi! will partnerwith the Central Valley Tourism Association to promote and
represent Lodi at POWWOW and the International Tour 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 destinationfor
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 individualswho 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 meetingsto 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 of the area Wine & Dine
social events for group decision makers as an alternative to the FAM Tour.
These events will provide an opportunityfor 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.
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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 s complete, up-
to-date and easily accessible. In 2012 Visit Lodi! will redesign their website to
reflectthe 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. Itis 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 referenceto 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.
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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 determinethe feasibility of hosting a
2012 Taste of Lodi event. Key considerations wi I I 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 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 Committeewhich was started in 201 lis
designed to bring together diverse industries vested in the Lodi tourism
movementto enhance cooperation between industries as well as to increase
cross -marketing opportunities.
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