HomeMy WebLinkAboutResolutions - No. 2014-239RESOLUTION 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
4JN
IFER t6R0BIS0N
CIfy Clerk
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
$400.00
Equipment
$2,135.00
Maintenance
$4,640.00
Supplies
$1,815.00
Personnel
$2,500.00
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,
$6,945.00
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
$1.00
Meals - Other
$1,11155.00
Travel
Travel -Sales
$320.00
Travel - Other
$,733.00
Utilities - Gas & EIectric
$55,000.00
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)
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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 Lodil 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
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.
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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.
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