HomeMy WebLinkAboutResolutions - No. 2012-190RESOLUTION NO. 2012-190
A RESOLUTION OF THE CITY COUNCIL OF THE CITY
OF LODI CONFIRMING THE 2013 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 $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 21, 2012, 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 2013 Annual Report as submitted on November 7, 2012, 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 calendaryear 2013.
Dated: November 21, 2012
hereby certify that Resolution No. 2012-190 was passed and adopted by the City Council of
the City of Lodi in a regular meeting held November 21, 2012, by the following vote:
AYES: COUNCIL MEMBERS — Hansen, Johnson, Katzakian, Nakanishi, and
Mayor Mounce
NOES: COUNCIL MEMBERS — None
ABSENT: COUNCIL MEMBERS— None
ABSTAIN: COUNCIL MEMBERS — None
&OHIL
City Clerk
2012-190
CONFE 04CE4DVISRORS 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 11/19/2008by ResolutionNo. 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.
sincerely,
N cy Lan
President and CEO
115 S. School Street, Suite 9 • Lodi, Califomia 95240 0 Toll -Free: 800-798-1810 • 209-365-1195 ' Fax: 209-365-1191 ' www.visitiodi.com
2013 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 activitiesthat benefit
hotels within the Business Improvement District boundaries
Method of Assessment: The LTBID includes all hotels/lodging facilities within the Chi
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
EventExpenses- 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 E42enses
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-CityaE Lodi
$15,600.00
Promotion
$44,720.00
Rent
$34,800.00
Reoairs
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
r til p/I 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 measurefor tracking purposes wherever possible.
Trade Shows: Visit Lodi! will have a booth atthe 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.
Quarterlve-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 away 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 safes leads will be followed up on and added to our database for
future marketing opportunities.
Visit Lodi! will partner with the Central Valley Tourism Association to promote and
represent Lodi at POWWOW and the InternationalTour Management Institute.
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Fam Tours: Visit Lodi! Group Sales Manager will 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: Quarteriyfliers/brochures will be sent to group sales
decision makers to reinforcethe 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 Manager will reach out to locals
with quarterly email 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 wi I I make face-to-face
sales appointments to group decision makers out clF 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 industryevents (when appropriateand as funding allows) as a
method bywhich to introducethe group marketto Lodi as a destination.
Sponsorships may be used as an incentive to facilitate bringing a group event to
Lodi. Examplesare 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 informationwill be distributed on requestvia
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.) Providethe 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 reflect the 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 availabilityof visitor information.
➢ Lodi Visitor Guide: An updated Lodi Visitor Guide will be presentedfor
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 havethe 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 attractionsfor 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 2013, Visit Lodi! will hostthe 7th 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 LodiPs digital newsletterTourism-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 newsletterwill be distributed to
local business leaders and elected officials.
Committees
Hotel Council: The Visit Lodi! Hotel Council meets quarterlyto exchange
information about Lodi events, promotions, and programs and services.
Destination Lodi: The Destination Lodi Committee which was started in 201 1 is
designed to bring together diverse industries vested in the Lodi tourism
movementto enhance cooperation between industries as well as to increase
cross -marketing opportunities.
W