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HomeMy WebLinkAboutAgenda Report - December 1, 2021 C-20AGENDA ITEM CO20 CITY OF LODI COUNCIL COMMUNICATION TM AGENDA TITLE: Approve Lodi Tourism Business Improvement District (LTBID) 2021 Annual Report MEETING DATE: December 1, 2021 SUBMITTED BY: Deputy City Manager RECOMMENDED ACTION: Approve Lodi Tourism Business Improvement District (LTBID) 2021 Annual Report. BACKGROUND INFORMATION: On September 2, 2015, the City Council adopted Resolution 2015- 159 establishing the Lodi Tourism Business Improvement District (LTBID) for a five-year term, beginning October 2, 2015 and Continuing through September 30, 2020. Pursuant to Lodi Municipal Code Chapter 12.07 and Streets and Highways Code Section 36600 et seq., also known as the "Property and Business Improvement District Law of 11994", the Owners Association, identified in the resolution as the Lodi Conference and Visitors Bureau (Visit Lodi!), is required to present an annual report (Exhibit A) to the Council for each year in which assessments are to be levied and collected to pay the costs of the improvements and activities described within the report. Assessments total 4.5 percent of hotel rates in the City and 3 percent of hotels in Flag City. As of June 2017, the City no longer provides additional funding for the District. For fiscal year 2022, Visit Lodi! Is not proposing any changes to the method and basis for levying the assessment or to the boundaries or assessed businesses within the LTBID. FISCAL IMPACT: Funding for Visit Lodi! Generates additional funding for local merchants and the City as tourism dollars are spent locally. FUNDING AVAILABLE: Not applicable. The LTBID is funded by assessed lodging businesses. - C711L., - Andrew Keys (Nov 17,202116:22 PST) Andrew Keys, Deputy City Manager Stephen Schwabauer, City Manager L(ODI CALIFORNIA November 12, 2021 Steve Schwabauer, City Manager City of Lodi 221 W. Pine St. Lodi, CA 95240 Dear Mr. Schwabauer, Enclosed, please find the Annual Report for the Lodi Tourism Business Improvement District (LTBID) which was established October 2, 2015, by Resolution No. 2015-159. The repurt spells uut any changes to the boundaries, proposed activities, costs to provide those activities as well as estimated surplus, and contributions made from sources other than assessments as required by California Streets and Highways Code 36650. If there are any questions on the enclosed report, please feel free to give me a call. R ds, Nan y Bec ma Presi ent nd EO Visit Lodi! Conference & Visitors Bureau 25 N School St. Lodi, CA 95240 t [209] 365-1195 f [209] 365-1191 www.VisitLodi.com Lodi Tourism Business Improvement District Annual Report Boundaries There are no proposed changes to the boundaries or assessed business. Improvements and Activities The improvements and activities for the fiscal year 2022 are consistent with the Management District Plan. There are no proposed changes. ion ­^lam,-Uo+ A sales and marketing program will promote assessed businesses as tourist, meeting, and event destinations. The sales and marketing program will have a central theme of promoting Lodi as a desirable place for overnight visits. The program will have the goal of increasing overnight visitation and room night sales at assessed businesses and may include the following activities: • Internet marketing efforts to increase awareness and optimize internet presence to drive overnight visitation and room sales to assessed businesses; • Print ads in magazines and newspapers targeted at potential visitors to drive overnight visitation and room sales to assessed businesses; • Television ads targeted at potential visitors to drive overnight visitation and room sales to assessed businesses; • Radio ads targeted at potential visitors to drive overnight visitation and room sales to assessed businesses; • Attendance of trade shows to promote assessed businesses; • Sales blitzes for assessed businesses; • Familiarization tours of assessed businesses; • Preparation and production of collateral promotional materials such as brochures, flyers, and maps featuring assessed businesses; • Attendance of professional industry conferences and affiliation events to promote assessed businesses; • Lead generation activities designed to attract tourists and group events to assessed businesses; • Sponsorship of events that attract tourists and groups to assessed businesses; • Director of Sales and General Manager meetings to plan and coordinate tourism promotion efforts for assessed businesses; • Education of hospitality staff on service and safety (related to alcohol and food) designed to create a visitor experience that will bring repeat visits to assessed businesses; and • Education of lodging business management and the owners' association on marketing strategies best suited to meet assessed business's needs. Administration and Oneration- The administration and operations portion of the budget shall be utilized for administrative staffing costs, office costs, and other general administrative costs such as insurance, legal, and accounting fees. Visitor Service Enhancements The Visitor Services Enhancement (VSE) program will provide potential funding for programs and initiatives based on criteria to be developed by the LTBID. The focus of the VSE program will be on the entire destination brand footprint to ensure a consistent brand experience throughout the LTBID. VSE may include: 0 A long-term ambassador program with trained staff that encourages overnight visitation; • Welcome Center and kiosk improvements, including new technology -driven visitor information enhancements; and • Brand -centric visitor services training program for both public and private sector staff. Collection Fee The City shall be paid a fee equal to three and one-quarter percent (3.25%) of the amount of the assessment collected to cover its costs of collection and administration. Cost Estimate 7n77 Drnior+inn The cost of providing improvements and activities for 2022 is consistent with the Management District Plan. The total budget has changed slightly due to normal fluctuations in hotel occupancy and room rates. The anticipated total BID revenues for 2022 are $1,012,033.00. Category % $ Sales & Marketing 77.00% $779,749 Administration 14.00% 141,454 Visitor Services .75% $7,337 Contingency/ Renewal 5.00% $50,602 City Fee 3.25% $32,891 Totals 100% $1,012.033 Assessment There is no change in the method and basis of levying the assessment. ^^,caccmar The annual assessment rate is four and one-half percent (4.5%) within the City of Lodi and three percent (3%) in the unincorporated areas of San Joaquin County of gross short-term (stays less than 31 days) room rental revenue. Based on the benefit received, assessments will not be collected on stays of more than thirty (30) consecutive days. Assessments pursuant to the LTBID shall not include room rental revenue resulting from stays pursuant to contracts executed prior to September 1, 2015. The term "gross room rental revenue" as used herein means: The consideration charged, whether or not received, for the occupancy of space in a hotel valued in money, whether to be received in money, goods, labor, or otherwise, including all receipts, cash, credits and property and services of any kind or nature, without any deduction therefrom whatsoever. Gross room rental revenue shall not include any federal, state, or local taxes collected, including but not limited to transient occupancy taxes. The assessment is levied upon and a direct obligation of the assessed lodging business. However, the assessed lodging business may, at its discretion, pass the assessment on to transients. The amount of assessment, if passed on to each transient, shall be disclosed in advance and separately stated from the amount of rent charged and any other applicable taxes. Each transient shall receive a receipt for payment from the business. The assessment shall be disclosed as the "LTBID Assessment." The assessment is imposed solely upon and is the sole obligation of the assessed lodging business, even if it is passed on to transients. The assessment shall not be considered revenue for any purposes, including the calculation of transient occupancy taxes. Bonds shall not be issued. Penalties and Interest • Any lodging business which fails to remit any assessment imposed within the time required shall pay a penalty of ten percent (10%) of the amount of the assessment in addition to the amount of the assessment. • Any lodging business which fails to remit any delinquent remittance on or before a period of thirty (30) days following the date on which the remittance first became delinquent shall pay a second delinquency penalty of ten percent (10%) of the amount of the assessment in addition to the amount of the assessment and the ten percent (10%) penalty first imposed. • If the City or County determines that the nonpayment of any remittance due is due to fraud, a penalty of twenty-five percent (25%) of the amount of the assessment shall be added thereto in addition to the penalties stated in subsections 1 and 2 of this section. • In addition to the penalties imposed, any lodging business which fails to remit any assessment imposed shall pay interest at the rate of one-half of one percent (0.5%) per month or fraction thereof on the amount of the assessment exclusive of penalties, from the date on which the remittance first became delinquent until paid. • Every penalty imposed and such interest as accrues shall become a part of the assessment required to be paid. Surplus and Other Funding Surplus We do not anticipate a surplus in 2022. There are additional estimated revenues of $106,700 from the following sources: Source Estimated Amount Tourism Event $9,400 Website Advertising $1,800 Retail $1,200 Marketing Services Fees $1,800 Ambassador Program Registration Fees $1,200 SJ County Tourism Grant $91,300 Total $106,700 Results This year has been a surprisingly strong year for tourism in Lodi — significantly outpacing expectations and projections. 2021 YTD (Jan -Sept) overnight visitations increased an unprecedented 33.1%* over the same period in 2019, while revenues increased 46.4%*. Visit Lodi attributes the increase to our unrelenting advertising this year and throughout the pandemic in 2020. When the state was shut down, we ran a "Lodi is Waiting" campaign to keep Lodi top of mind for visitors. When the hotels were open to leisure travel and restaurants and wineries opened to outdoor visitation, we went full speed on our advertising. It was a risky strategy during a pandemic, but it paid off. In the third quarter of 2020, we saw a slight increase in room sales over the third quarter of 2019, and throughout last year Visit Lodi outperformed our competitive markets in increased room sales. In 2021, Visit Lodi! will spend an estimated $350,000 in paid advertising alone. Year to date, we have created over 52.6 million impressions for Lodi through daily social media posts; digital and print ads, including ads on Facebook, Instagram, and Google; in the Sacramento Airport; on 60 SF Muni Buses; 7 digital billboards; in publications including Here Comes the Guide, the Bay Area News Group (Hearts Publications), Spotify, and more. *According to the September 2021 Smith Travel Research report on 9 Lodi franchise properties