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HomeMy WebLinkAboutReso 22-15RESOLUTION NO.22-15 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF MORRO BAY, CALIFORNIA, DECLARING THE INTENTION TO CONTINUE THE PROGRAM AND LEVY ASSESSMENTS FOR THE 2015/16 FISCAL YEAR FOR THE MORRO BAY TOURISM BUSINESS IMPROVEMENT DISTRICT (MBTBID) THE CITY COUNCIL City of Morro Bay, California WHEREAS, the Parking and Business Improvement Area Law of 1989, Sections 36500 et seq., of the California Streets and Highway Code, authorizes cities to establish and review business improvement areas for the purpose of promoting tourism; and WHEREAS, on April 13, 2009, City Council held a public hearing for the introduction and first reading of Ordinance 546 amending the Morro Bay Municipal Code (MBMC) to add a new Chapter 3.60 to establish the Morro Bay Tourism Business Improvement District ("MBTBID"), and adopted Ordinance 546 at its April 27, 2009 meeting, which set the MBTBID assessments at 3% from June 1, 2009 to May 31, 2010, and 2% from June 1, 2010 and thereafter; and WHEREAS, on June 1, 2010, the MBTBID assessments returned to the 2% level, as established by Ordinance 546; and WHEREAS, on September 13, 2010, the City Council held a public hearing and first reading of Ordinance 562 to amend MBMC section 3.60.050, changing the assessment percentage to 3%, and adopted Ordinance 562 at its September 27, 2010 meeting; and WHEREAS, on May 11, 2015, at a duly noticed public meeting, the advisory board, formed pursuant to MBMC, section 3.60.100, requested the renewal of the TBID for the 2015/16 Fiscal Year to continue its activities, and the City Council has approved that renewal for the past five years; and WHEREAS, all other findings of Ordinances 546 and 562 remain unchanged; and WHEREAS, on May 12, 2015, City Council conducted a public meeting where staff presented the annual report for the Fiscal Year 2014/15 (the sixth year of the MBTBID), which provides a full and detailed description of the activities provided during the 2014/15 fiscal year, as provided in the adopted budget for that Fiscal Year, and the activities to be provided during the 2015/16 Fiscal Year, as proposed in the Fiscal Year 2015/16 budget, all of which are attached to this Resolution as Exhibit A and available for review in the City Clerk's office; and WHEREAS, the budget generally describes the funded activities to be marketing, which attracts and extends overnight stays in Morro Bay hotels, as well as operation of the Visitors Center, whose outreach to potential visitors is key, all of which are consistent with the authorized uses for the assessment revenue set forth in MBMC, section 3.60.030; and WHEREAS, it is the intention of the City Council to levy and collect 3% assessments from the hoteliers within the TBID for the 2015/16 Fiscal Year; and WHEREAS, at the public meeting held on April 28, 2015, City Council additionally set the public hearing, for the intent to levy the TBID assessment for Fiscal Year 2015/2016, to be held at the Mono Bay Veterans Memorial Hall located at 209 Surf Street, Morro Bay, California, in accordance with the California Streets and Highway Code, sections 36534 and 36535. NOW, THEREFORE BE IT RESOLVED by the City Council of the City ofMorro Bay as follows: 1. The above recitations are true and correct, and incorporated herein by reference. 2. The City Council, having accepted the Annual Report and budgets in a separate action at its regular meeting on April 28, 2015, now, approves the Annual Report and declares its intention to renew the Morro Bay Tourism Business Improvement District for the 2015/16 Fiscal Year, and to levy and collect 3% assessments from hoteliers calculated in the manner set forth in MBMC, section 3.60.050. 3. The City Council sets the date of the public hearing to adopt a Resolution to reaffirm the MBTBID, and levy and collect the 3% assessments from hoteliers as Tuesday, May 26, 2015. Before or at this public hearing written protests to the continuation of the MBTBID and the levy of the assessment may be made, consistent with the requirements of Streets & Highways Code, sections 36524 and 36525 and MBMC, section 3.60.060. PASSED AND ADOPTED by the City Council of the City of Morro Bay, at a regular meeting thereof held on the 12`h day of May, 2015, by the following vote: AYES: Irons, Headding, Johnson, Makowetski, Smukler NOES: None ABSENT: None Y'd�� - J L. IRONS, Ma r -ALLc- /AA14 2 fl) DANA SWANSON, City Clerk P9 MORRO BAY TOURISM BUREAU Annual Stakeholder Meeting "YEAR -IN -REVIEW" 2014-15 REPORT MBTB Executive Director, Brent Haugen YEAR-TO-DATE BUREAU STATS (as of January 31, 2015) Morro Bay Tourism Leads 18 Advertising/Promotional Oortunities 18 Visitor Center Visitors 9,300 Listening Sessions Completed 32 Reservation Widgets on Partnering Sites 4 2014-15 SHORT TERM GOALS INCREASE MIDWEEK BUSINESS & OVERALL OCCUPANCY • Focus on low & shoulder seasons to benefit all properties. RESULTS JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER REVENUE 17.7% 18.9% 6.5% 17.7% 8.6% 11.8% OCCUPANCY 3% 6% 0% 4% 1% 4% JANUARY REVENUE 16.5% OCCUPANCY 3% BOARD RETREAT, TRAINING & STRATEGIC PLANNING SESSIONS • Conducted Board Retreat in May 2014 • Board Training in February 2015 • Strategic Planning Session in February 2015 RESULTS • Clearly defined roles of Board & Executive Director • Better understanding of organizational structures, policies and liabilities • Starting point for a 3-5 year strategic plan • Identified big picture goals for the organization P9 MORRO BAY TOURISM BUREAU ESTABLISH POLICIES & PROCEDURES • Accounts Payable/Receivable • Visitor Center Clearing House Policy -May 2014 • Media Policy - July 2014 • Financial Reserve Policy - November 2014 RESULTS • Better & more efficient process for costs and overall time management • Creation of consistency policy relating to information distribution and usage of Visitor Center staff • Establishment of costs incurred with visiting media • Consistent consensus on financial reserves BETTER COMMUNICATIONS TO STAKEHOLDERS • Ongoing Listening Sessions • Monthly Email Marketing to Consumers o Increase subscriber list • Weekly Vacancy Report • Monthly Executive Directors Report RESULTS: • Relationship building & feedback amongst the lodging community • Increased participation in events, specials, plus an increase in the overall traffic to the MorroBay.org website • Better process in referring overnight business to Morro Bay lodging, plus statistical information • Transparency and an ongoing rdporting system to all stakeholders CREATE A ROBUST MARKETING & COMMUNICATIONS PLAN RESULTS: • Establishment of goals & objectives • Better plan, better results EVALUATE VENDOR RELATIONSHIPS • Mental Marketing - Public Relations • Verdin Marketing - Marketing Firm RESULTS: • Better reporting, more of a team approach, transparency, consistent creative & messaging, plus increased results in both Marketing & Public Relations P9 MORRO BAY TOURISM BUREAU ESTABLISHED SALES & PROMOTION PROCESS • Began lead generation process in May 2014 • Established Pay -To -Play Programs in June 2014 o San Francisco Chronicle (x 2) o iBrochure • Hired Part -Time Sales & Promotions Coordinator in July 2014 • Hired Part -Time Hospitality Coordinator in July 2014 • Increased Participation of Local Businesses in Promotions o Holiday Happenings o Free Gift Fridays o Pirate's Classic o Girlfriend Getaway Month o Bear Weekend • Visitor Guide Sales in December 2014 RESULTS • More group business for Morro Bay, creation of compression to other properties, establishment of a foundation for growth • Engagement of lodging and business community in bureau marketing & outreach, more visibility and increased business • Hiring of staff increased overall efficiencies internally as well as externally • Promotions provided a platform for increased engagement of our targeted audiences, the business community as well as provided new and inexpensive opportunities to increase overall room nights • Creating a self-sustaining collateral piece to market the destination, provide a resource for visitors and increase visibility of lodging and other businesses. 2014 —15 BUDGET MORRO BAY VISITOR CENTER & EVENT FUNDING REVENUE Visitor Center Funding from City 100,000.00 Event Funding from City 40,000.00 Total Revenue 140,000.00 EXPENSES Visitor Center Administration 105,600.00 Event Funding 42,500.00 Total Expenses 148,100.00 Any budget shortfalls with the Visitor Center will be covered by MBTB P9 44W MORRO BAY TOURISM BUREAU MORRO BAY TOURISM BUREAU REVENUE EXPENSES Tourism Bureau 704,915.00 Tourism Bureau Admin. 166,500.00 Cooperative Advertising 10,000.00 Tourism Bureau Mrkt. 225,715.00 Financial Reserves 35,245.00 Public Relations 50,000.00 Marketing Firm 267,100.00 Financial Reserves 35,245.00 Visitor Center 5,600 Total Revenue $750,160.00 Total Expenses $750,160.00 Over $540,000 Towards Marketing & Public Relations Activities! MARKETING & COMMUNICATIONS PRINT • Access Publishing Visitor Guides • Billboard (on Hwy 1) ' • Good Housekeeping, Redbook & Women's Day Magazines • Morro Bay Visitor Guide • San Francisco Chronicle special sections (x2) • Visit California Profile Sheets • Visit San Luis Obispo Visitor Guide o Partnership with Morro Bay Golf Course DIRECT MAIL • Holiday Happenings Direct Mail Program BROADCAST • Produced 30 second Morro Bay commercial DIGITAL • Travelinformation.com • Fall iBrochure TRADESHOWS & EXPOS • Central Coast Women's Conference - September 2014 • SAVOR the Central Coast - September 2014 • Modesto Women's Expo - October 2014 • American Buses Association - January 2015 • International Pow Wow (IPW) - May 2015 P9 MORRO BAY TOURISM BUREAU PROMOTIONS • iBrochure Promotion - launched in July • California Government Travel Coordinators - launched in October • Engage the Rock Promotion - launched in October & February • Cruise Into Morro Bay - launched in November • Cover Photo Contest - launched mid -December • FREE Gift Fridays - launched in December • Girlfriend Getaways - launched in January • Restaurant Month - launched in January ADVERTISING SPONSORSHIPS & PARTNERSHIPS • Bay Area Travel Writers Conference - public relations • Harbor & Oyster Tours - increase midweek business • International Bear Convergence - outreach to LGBT market • Morro Bay Business Map - partnership with business community • Morro Bay Bike Map - partnership with biking community & city • Morro Bay Trolley - partnership with city & Community Foundation • Paso Robles Wine Country Alliance - increased lodging awareness • SAVOR the Central Coast - media opportunity & Visit SLO partnership • Surfboard Art Festival - SAVOR partnership & awareness P9 MORRO BAY TOURISM BUREAU Annual Stakeholder Meeting "LOOKING AHEAD" 2015-16 REPORT MBTB Executive Director, Brent Haugen 2015-16 SHORT TERM GOALS • Increase Midweek Business and Overall Occupancy - Focus on low & shoulder seasons to benefit all properties. • Addition of a Part -Time Sales Person - leisure, group tour, sports groups, small meetings, partnership sales • Expand into niche markets - LGBT, hobby groups (biking, golf, kayak, surf, boarding, etc) • Lifestyle Research - Who's our current audience? Who are we looking to attract in the future? • Automate the Lead & Promotion Process - Simplify these processes for efficiency and time management. • Maximize Our Business & Industry Partnerships - City, chamber, local & nationwide industry organizations • Increase Alternative Revenue Streams - Pay -to -play options, ticketing systems, Visitor Center funding • New Experiential Website - Experience & Lifestyle focus in all formats • Simplify the Purchasing Process - Use of technology for customers to "Buy with Ease" • Expansion of Public Relations - Diversification of media outreach to benefit all partners • Morro Bay Image Building - Focus on creating more positive press & perceptions • Expansion of Photo & Video Library - Creation of Morro Bay promotional video, plus content for industry partners • Education & Training - Providing opportunities for staff and stakeholders LONG TERM GOALS (3-5 years) • Increase Midweek Business and Overall Occupancy • Become China Ready - 5-year partnership programming to benefit all stakeholders • Securing Full -Time Staffing Model - Increasing revenue (consistently) to support full-time staffing • Features in Major Publications - Attracting the attention of major media in the marketplace • Help Attract New Product for Morro Bay - Hospitality & Hospitality -Related Businesses & Industry 4W P9 MORRO BAY TOURISM BUREAU TARGET MARKETS Tier 1 Markets (in order of importance) • Los Angeles • Central Valley • San Francisco • San Jose • San Diego Tier 2 Markets (seasonal) • Sacramento, April - October • Phoenix, April - October • Reno, May - August • Las Vegas, May - August • Houston, May - August Tier 3 Markets (Through digital marketing & industry partnerships -- Tripadvisor, Visit San Luis Obispo County, Central Coast Tourism Council, Visit California, Discover America) • Australia • China • Canada • Brazil • Mexico 2015 —16 PRELIMINARY BUDGET MORRO BAY VISITOR CENTER & EVENT FUNDING REVENUE Visitor Center Funding from City 100,000.00 Event Funding from City 40,000.00 Total Revenue 140,000.00 EXPENSES Visitor Center Administration 105,200.00 Event Funding 40,000.00 Total Expenses 1 145,200.00 Any budget shortfalls with the Visitor Center will be covered by MBTB P9 MORRO BAY TOURISM BUREAU MORRO BAY TOURISM BUREAU REVENUE EXPENSES Tourism Bureau 761,308.20 Tourism Bureau Admin. 171,228.00 Cooperative Advertising 16,000.00 Tourism Bureau Mrkt. 202,415.10 Financial Reserves 38,065.41 Public Relations 75,000.00 Marketing Firm 293,465.10 Website Project 30,000.00 Financial Reserves 38,065.41 Visitor Center 5200, Total Revenue $815,373.61 Total Expenses $815,373.61 Over $580,000 Towards Marketing & Public Relations Activities! 2015 - 16 TRADESHOWS & EXPOS JULY • San Luis Obispo Pride in the Plaza SEPTEMBER • Central Coast Women's Conference • Savor the Central Coast OCTOBER • Los Angeles Ultimate Women's Expo JANUARY • American Buses Association Conference FEBURARY • San Diego Amazing Pet Expo MARCH • Bay Area Travel & Adventure Show • Nevada Women's Expo APRIL • Arizona Ultimate Women's Expo MAY • International Pow Wow (IPW) P9 (W MORRO BAY TOURISM BUREAU PROMOTIONAL CALENDAR • August, September & October "Perfect Pairings" • November, December & January "Rock the Holidays" • January "New Year's Resolution Destination" • February "Romancing the Rock" • March "Girlfriend Getaway" • April & May "Wheels, Wings, Woofs, & Water" HOW YOU CAN GET INVOLVED • MBTBID & MBTB Boards, Committees, Taskforces • Share weekly room availability • Respond to leads & business opportunities • Lodging specials & offers • Promotions • Pay -to -Play Programs • General feedback on our performance • Updates of your business • Lifestyle Research 2015-16 Adopted Budget 2015-16 Tourism Bureau Assessment Funds $ 775,406.50 Cooperative Advertising (pay to play programs) $ 16,000.00 Financial Reserves $ 38,770.33 Total Revenue $ 830,176.83 Tourism Bureau Administration $ 171,228.00 Tourism Bureau Marketing $ 209,464.25 Public Relations $ 75,000.00 Marketing Firm (Marketing) $ 300,514.25 Website Project $ 30,000.00 Visitor Center Contribution $ 5,200.00 Reserves $ 38,770.33 Total Expenses $ 830,176.83 City Contributions from General Fund Visitor Center Funding $ 100,000.00 Visitor Center Funding Contribution TBID $ 5,200.00 Event Funding $ 40,000.00 Total City Contributions $ 145,200.00 Visitor Center Administration $ 105,200.00 Event Funding Distribution $ 40,000.00 Total Expenses $ 145,200.00 *Please note: this budget was adopted by the Morro Bay Tourism Bureau & Morro Bay Tourism Business Improvement District Board.