HomeMy WebLinkAboutReso 48-19 Defining the Management of Tourism Promotions and MarketingRESOLUTION NU. 48-19
RESOLUTION OF THE CITY COUNCIL
OF THE CITY OF MORRO BAY, CALIFORNIA
RESCINDING AND REPLACING RESOLUTION NO. 03-16
DEFINING THE MANAGEMENT OF
TOURISM PROMOTIONS AND MARKETING
THE CITY COUNCIL
City of Morro Bay, California
WHEREAS, the City Council adopted the Tourism Business Improvement District
("TBID") Law — Chapter 3.6 MBMC — via Ordinance 546 in 2009; and
WHEREAS, pursuant to MBMC 3.60.030, creation of the TBID is intended to provide a
stream of revenue to the City to defray the costs of services, activities and programs promoting
tourism which will benefit the operators of hotels in the district through the promotion of scenic,
recreational, cultural and other attractions in the district as a tourist destination; and
WHEREAS, the City has managed its tourism promotions and marketing operations both
internally in the past, though with no specific tourism staff, as well as contracted for said
services with the Morro Bay Tourism Bureau ("MBTB"); and
WHEREAS, since the inception of the TBID assessment, tourism has increased
tremendously in the City, and Transient Occupancy Taxes collected from hotel stays has
increased by more than $1 Million annually; and
WHEREAS, the City has greatly enhanced its focus on communitywide economic
development, which includes tourism as Morro Bay's major economic engine; and
WHEREAS, it is imperative the City strategically align all economic development
operations to ensure efficiency, strong coordination, and enhanced long-term operations; and
WHEREAS, the City recognizes the important commitment to the hotelier stakeholder
community when managing the community's TBID assessment funds; and
WHEREAS, on January 12, 2016, the City Council adopted Resolution No. 03-16
defining the structure for management of tourism promotions and marketing; and
WHEREAS, on May 14, 2019, the City Council directed the General Fund contribution to
the TBID for FY 2019/20 be reduced to $60,000 and that the ongoing contribution amount be
revisited during future budget discussions.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Morro Bay,
California, as follows:
The City Council continues to find it appropriate for the City to manage its tourism
promotions and marketing directly. To that end, the structure for management of the
community's TBID assessment funds shall be as follows:
01181.0001/278894.1
City Council Resolution 44849
Page 2
1) The City shall directly manage its tourism promotions and marketing, including
expenditure of the community's TBID assessment funds. Expenditures shall be
made pursuant to City and State law. A State -required annual report and work plan,
recommended by the TBID Advisory Board and approved by the City Council, shall
guide the expenditure of these funds.
Expert tourism professionals, reporting to the City Manager or his/her designee, will
manage the City's tourism promotions and marketing.
3) The TBID Advisory Board shall participate in the annual review of the City's tourism
manager and will assist in setting goals and metrics to measure the success of the
community's tourism promotions and marketing undertaken by this contracted
professional. The Advisory Board shall review and make recommendations for the
selection of any future tourism manager.
4) The TBID Advisory Board shall have enhanced duties that include, not only the
general tourism marketing and promotions, but any efforts to enhance the destination
of Morro Bay as it relates to tourism. That can include Citywide brand management,
destination -promoting community event management or review, and more. The
Advisory Board shall assist staff in developing the overall duties of the Board, and
will make a recommendation to City Council in order to update the Advisory Body's
bylaws as appropriate.
The City shall commit $60,000 in Transient Occupancy Taxes to the City's tourism operations in
FY 2019/20. Future General Fund contributions will be established by the City Council during
budget discussions.
5) The City's professional tourism professionals shall be provided office space in a City
facility.
6) In order to focus as much of the TBID assessment as possible on directly promoting
and marketing Morro Bay, the City shall provide for accounting, legal advice, IT
support, as well as the aforementioned office space.
7) The City shall support any efforts within the local business community on the
formation of an additional Business Improvement District that could include retail and
restaurant businesses for the purposes of enhanced marketing of those businesses
that help make Morro Bay the destination it is.
01181.0001/278894.1
City Council Resolution#48-19
Page 3
PASSED AND ADOPTED by the City Council of the City of Morro Bay at a regular
meeting thereof held on this 1111 day of June, 2019 on the following vote:
AYES:
NOES:
ABSENT
ATTEST:
Headding, Addis, Davis, Heller, McPherson
None
None
PAN
GiV�SoA SWANSON, City Clerk
01181.0001/278894.1