05-28-13 Web Packet - the City Council

STAFF REPORT
DATE:
May 28, 2013
TO:
City Council
FROM:
Kelly Stachowicz, Deputy City Manager
SUBJECT:
Resolution of Intent to Levy an Assessment for Visitor Attraction District
Recommendation
1. Accept the 2013-2014 Visitor Attraction Annual Assessment Report and 2013-2014
proposed budget from the Yolo County Visitors Bureau, subject to any changes or
modifications that may be made subsequent to a public hearing on the request to increase,
levy and collect the annual assessment.
2. Approve Resolution of Intention to Levy Assessment for Visitor Attraction District for
fiscal year 2013-2014. If adopted, a public hearing will be held on June 25, 2013, to levy
the assessment.
Fiscal Impact
There is minimal fiscal impact to approving the attached resolution, as it states only the intent to
levy an assessment. The only costs are for staff time to oversee the process and to pay for the
required noticing, both of which are already incorporated into the existing budget.
Approving this resolution will require the Council to hold a public hearing on June 25, 2013 to
determine whether to renew the Visitor Attraction District Business Improvement District (BID)
assessment. Renewing this particular BID allows the members of the District, in this case all
hoteliers within Davis city limits, to assess themselves an amount equal to 1% of the room rate.
The city conservatively estimates approximately $100,000 will be generated through this process
in FY13-14.
By law, the City is required to collect the assessment. The City then passes the assessment
through to the Yolo Count Visitors Bureau for visitor attraction purposes. Staff estimates that
approximately $250 of city staff time is spent to process the payments specifically for the BID.
Outside of the BID, City staff may work through existing budgets to partner with YCVB to
complete specific projects, such as the joint development of a mobile app. This is separate from
the BID renewal and dependent upon the desires of each organization to complete specific
projects and available budgets.
Council Goal(s)
Enhance the vitality of downtown.
Promote economic development.
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Background and Analysis
On January 26, 2000, the City Council approved the Ordinance Establishing a Visitor Attraction
District Pursuant to the Parking and Business Improvement Law of 1989. The Ordinance
authorized the levying of an amount equivalent to 1% of the room rate for all hotel/motels and
bed and breakfast establishments in the city of Davis. (This 1% is separate from and in addition
to the 10% Transient Occupancy Tax already collected on hotel/motel rooms.) A requirement of
this law is that the assessment levy and district be renewed on an annual basis.
In order to renew the assessment, the Council must first approve the Visitor Attraction
Assessment Report either as filed by the Yolo County Visitors Bureau or as modified by the City
Council. Council must then adopt a Resolution of Intention to Levy an Assessment for the 20132014 fiscal year. This resolution is attached. It calls for a public hearing to discuss the levying
the assessment on hotels, motels and bed and breakfast establishments in the Visitor Attraction
District during fiscal year 2013-2014. Following adoption of the Resolution of Intention, the
Council will hold a public hearing on June 25 and decide whether to adopt the Resolution for
Levy of the Annual Assessment.
Notice of the public hearing will be published and letters noting the renewal and public hearing
date will again be sent to all affected parties (in this case, all hotel, motel, and bed and breakfast
owners/operators in the city limits) once Council approves the Resolution of Intent. If the
hotel/motel and bed and breakfast owners/operators submit written protests, and these businesses
pay 50% or more of the assessments proposed to be levied, no further proceedings to levy the
assessment shall be taken for a period of one year from the date of the finding of majority protest
by the City Council. If the majority protest is only against the furnishing of a specified type of
activity within the district, only those types of activities shall be eliminated.
Attachments
1. Resolution of Intention to Levy Assessment for Fiscal Year 2013-2014
2. Visitor Attraction Assessment Report FY 13-14 submitted by Yolo County Visitors
Bureau
3. Yolo County Visitors Bureau Proposed Budget FY 13-14
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RESOLUTION NO. 13-_____, SERIES 2013
A RESOLUTION OF INTENTION TO LEVY AND COLLECT THE BUSINESS
IMPROVEMENT DISTRICT ANNUAL ASSESSMENT FEE FOR THE VISITOR
ATTRACTION DISTRICT PURSUANT TO THE PARKING AND
BUSINESS IMPROVEMENT AREA LAW OF 1989
WHEREAS, the City has the authority to establish a business improvement district pursuant to
the Parking and Business Improvement Area Law of 1989, section 36500 et seq. of the
California Streets and Highways Code; and
WHEREAS, the City Council on January 26, 2000, passed Ordinance No. 2019 establishing the
Davis Visitor Attraction District pursuant to the Parking and Business Improvement Area Law of
1989; and
WHEREAS, the mission of the business improvement district is the following: “To enrich the
lives of the citizens by improving the economic resilience of existing Davis businesses through
promotion of cultural, athletic, and educational events and programs that build upon the
strengths of our region and the quality of community life;” and
WHEREAS, the business improvement district is designed to enhance the broad image of the
City as a place to visit and to enjoy and to provide a method for financing public programs to
attract visitors to areas where it is economically important and desired; and
WHEREAS, it is anticipated that the business improvement district will assist with the
occupancy of hotels, motels, bed and breakfast establishments and other businesses providing
lodging in the City that would not occur without such a business improvement district; and
WHEREAS, the development of this business improvement district was and continues to be a
joint effort among community and business representatives, the Chamber of Commerce, the
Downtown Davis Business Association, UC Davis, and the City; and
WHEREAS, the members of the Business Improvement District have expressed an interest in
maintaining the BID Assessment to provide services; and
WHEREAS, pursuant to the Parking and Business Improvement Area law of 1989, the City must
adopt a new resolution each year in order to levy an assessment for that fiscal year; and
WHEREAS, the City Council has received an Visitor Attraction BID Report from the Yolo
County Visitors Bureau for 2013-2014, with accomplishments from 2012-2013, and a proposed
budget for 2013-2014, both of which are on file with the City Clerk, 23 Russell Boulevard, Davis
CA 95616.
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NOW, THEREFORE, BE IT RESOLVED, that the City Council of the city of Davis hereby
accepts and adopts the 2013-2014 Visitor Attraction BID Report and 2013-2014 budget, subject
to any changes or modifications which may be made after the required Public Hearing noted
below; and
BE IT FURTHER RESOLVED, that the City Council intends to adopt a Resolution for Levy of
the Annual Assessment and to collect assessments in the Visitors Attraction District for the fiscal
year 2013-2014, beginning on July 1, 2013; and
BE IT FURTHER RESOLVED, that the full description of the improvements and activities to be
funded, the boundaries of the assessment district, and the proposed assessments to be levied upon
businesses in the district is included or attached to the 2013-2014 Visitor Attraction BID Report
and 2013-2014 budget, which are on file with the City Clerk; and
BE IT FURTHER RESOLVED, that the City Council will hold a public hearing on June 25,
2013, on the levying of the annual assessment prior to the adoption of the Resolution for Levy of
the Annual Assessment; the purpose of said hearing being to hear any protest to the levying of
the assessment and/or any activities of the Visitor Attraction District. At the public hearing,
written and oral statements in support of, or protest to the proposed budget and/or levy of the
assessment may be made. Prior to the conclusion of the hearing, any interested person who
would be charged the assessment may file a written protest with the City Clerk, or having
previously filed a protest, may file a written withdrawal of that protest. A written protest shall
state all grounds of objection and shall contain a description sufficient to identify the business
and business owner. The City Clerk’s office is located at 23 Russell Boulevard, Davis,
California, 95616; and
BE IT FURTHER RESOLVED, that the City Clerk is hereby directed to give notice of this
hearing as required by Section 36500 et seq. of the California Streets and Highways Code.
PASSED AND ADOPTED this 28th day of May, 2013, by the following vote:
AYES:
NOES:
ABSENT:
Joseph F. Krovoza
Mayor
ATTEST:
Zoe S. Mirabile, CMC
City Clerk
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2013–2014AnnualAssessmentReport
Preparedfor
TheCityofDavis
May17,2013
YoloCountyVisitorsBureau
132EStreet,Suite200 Davis,CA95616 (530)297-1900 www.yolocvb.org
SunsetovertheDunniganHills
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YoloCountyVisitorsBureau
2013–2014AnnualAssessmentReport
OurMission:ToenrichthelivesofourcitizensbystimulatingtheeconomicactivityofDavis,
Woodland,WintersandunincorporatedYoloCountybusinessesandorganizations;topromote
cultural,athletic,andeducationaleventsandprogramsthatbuilduponthestrengthsofourregion
andthequalityofourcommunitylife;andtoenhancethevisitorsexperiencebyfacilitatingthe
integrationofthecommunityandregionalresourcesandassets.
Toaccomplishourmission,theYoloCountyVisitorsBureauiscommittedtothesecoreobjectives:
Tomarkettheregioninawaythatmaximizesthevisitorexperiencewhilerespectingthe
exceptionalqualityoflifeandenvironmentweenjoy
Tocompeteaggressivelywithdestinationsthroughouttheregioninattractingvisitors
Tooffer–andencourage–outstandingcustomerservice
Tobearegionaldestinationmarketingorganizationthatemphasizespartnerships,
productivity,andmaximumreturnoninvestment
Toshareexpertiseonindustryissues,trends,andproductdevelopmentwithcustomersand
stakeholders
Tomeasureandreporttheeffectivenessoftheorganizationingeneratingeconomic
benefitsforthecommunity
OurVision:YoloCountyisrecognizedasanexciting,welcomingdestinationforleisuretourismas
wellasforprofessionaleventsandmeetings,tappingthegreateconomicpotentialofouramenities
andattractionsandenhancingthelivesofourfellowcitizens.
TheYoloCountyVisitorsBureau(YCVB)marketsthecitiesofDavis,Woodland,andWinters,and
thesurroundingunincorporatedareasofYoloCounty,asprimetouristdestinationsforeventsand
activities,diningandfood-relatedpursuits,entertainment,meetings,recreation,andovernight
stays.TheYCVBistherecognizedleaderofanintegratedandinfluentialdestinationmarketing
organization,workinginclosecollaborationwithnumerousotheragenciestoachievemutualgoals.
TheYCVBprovidesafullrangeofinformationservicestotouristsandeventplannersthroughits
website(www.yolocvb.org)andaseriesofinformativebrochuresandpublications.
Westrivetocreatedesireforpeopletobehere.
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TheValueofTourisminYoloCounty
In2011,touristsspentanestimated$289millioninYoloCounty,a$20increaseover2010.
Tourismsupportssome3,300jobscounty-wideandbringsabout$4millionintaxreceiptsto
governmentcoffers(source:VisitCalifornia).
Expectationsarebright.Tourismisaleadingengineofeconomicrecoveryandaleadingindicatorof
consumerhealth.Thepercentofleisuretravelersexpectingtotravelmoreinthecomingyearis
approachingitshighestlevelsincebefore2008—now34.2%,upfrom27.5%.Moretravelers—
33.4%,upfrom26.9%—expecttospendmoremoneyontheirtrips.What’smore,visitorsto
Californiaspendnearly$1outofevery$3onculinaryexperiences:dining,wine-tasting,farm
touring,visitingfarmersmarkets—allsolid,appealing,marketablestablesofYoloCounty.
Significantly,therehasbeenadecreaseintravelersactivelyseekingdiscountsorbargains—now
51%,downfrom63%justthreeyearsago.Correspondingly,ADR(AverageDailyRate)forhotels
hassteadilyincreased6-10%since2009.ADRisexpectedtorise6%inthecomingyear.Withno
increaseinhotelcapacityinYoloCountyfortheforeseeablefuture,ADRandoccupancyrates
shouldcontinuetoshowhealthygains.
Nationally,SanFranciscoisprojectedtobetheseventhmost-populardestinationcityinthecoming
year:8.9%ofdomestictravelerslooktovisittheBayAreainthecomingyear(incredibly,LasVegas
is#1,at33.8%).TheYCVBisheavilyfocusedontheBayAreaasatargetmarketforresidentsas
wellasout-of-townerslookingfor“beyondtheBay”experiences.
YoloCountyoffersmanyvenuesandexperiencesthattravelersmostseekoutandenjoy:good
restaurants(70.3%),shopping(54.6%),visitinghistoricalplaces(33.6%),sightseeinginruralareas
(29.7%),attendingartandculturalevents(20%),andwine-tasting(13.7%).TheYCVBisworking
hardtotakeadvantageoftheseopportunities.
Summaryof2012/2013YCVBOperations:ThiswasayearoffirstsfortheYCVB.Weproduced
ourfirst-everpromotionalvideo;conductedourfirstSearchEngineMarketing(SEM)andFacebook
campaigns;createdanewpartner/stakeholdernewsletter;ranourfirstdisplayadsinViaand
Sacramentomagazines,aswellasorchestratedaco-opadinVisitCalifornia’sRoadTrip2013;
publishedthefirstcomprehensiveGuidetoWoodlandRestaurants;recruitednewBoardDirectors
fromClarksburgandCapayValleyforthefirsttime;debutedatimportantprofessionaltradeshows,
includingCalSAESeasonalSpectacular;developednewbusinesstools,includinganonlineRFPform
foreventandmeetingplanners;becamepartnerswiththeSanFranciscoTravelAssociation;and
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movedtoourveryownnewofficesindowntownDaviswhileestablishingaregularpresencein
Woodland.
Theorganization’sproactiveleadershipremainsfirmlycommittedtoengagingthecommunityit
serves,tokeepingupthemomentumandspiritofcooperationthathasmarkedtheYCVB’sprogress
overthepastfewyears,andtobringingmorevisitorstoourdoors.
OrganizationalGoals:
Collaboratewithlocalgroups,businesses,andvenuestoprovideattractionsforvisitors
Explorepartnershipswithmutualinterestindevelopingtourismforourregion
Pursueathoughtful,efficientsalesandmarketingefforttargetingleisureandbusiness
clientele
Aggressivelypromoteourattractionsandeventstovisitors
Provideservicesthatsupportlocalorganizationsintheirtourismefforts
Serveastheleadingresourcefortravelindustryperspectiveandknowledge
Maintainaprofessionalorganization
Strivetobepositiveandrespectfulinallaspectsofourwork
Strategies:
MaintainaBoardofDirectorsthatrepresentsdifferentareasandtypesofattractionsbut
operatesforthegoodofthewholeregion
Buildandenhancecooperationwithlocalentities
Pursuethesalesplan,includingpromotionofhotelstovisitorsaswellaseventandmeeting
planners
Takeanactiveroleinhelpingtoplanandpromoteeventsthatdrawvisitors
Participateineventsanduseourdisplayboothaswellasdistributepublications
ProvideaVisitorsCenterwithabundantresources
Produceanddistributevisitorpublications
Maintainawebsitethatisattractivetovisitorsandresidentsandpromotesallregional
attractionsandeventswithoutbias
Pursueavigorousprogramofoutreachtogeneratepresscoverage
Maintainassociationandseekactivecooperationwithlocalandregionaltourism
organizations
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2012/2013Accomplishments
Majorachievementsfortheyearincludednewpromotionsforourwebsiteandsocialmedia
channels,pursuingoursalesplantoincreasehotelroomnightsbyvisitorsandbusinessguests,and
gainingsignificantpresscoverage,includingpagesinlarge-circulationpublicationslikeSunsetand
Via.Wealsoparticipatedinanumberofcommitteesandmeetingsfocusedoneconomic
development,includingDSIDE,DavisDowntown,CapayValleyVision,theWoodlandChamberof
CommerceMarketingCommittee,andtheCityofDaviscommunitytaskforcefortheArts.
SelectedActiveEventPlanningandParticipation
LiveStrongChallenge
U.S.BicyclingHallofFameInductionCeremony
HolidayChristmasTreeLighting
TourdeCluck
DavisFarmersMarketevents
TransmediaArtWalk
UCDavisDecisionDayandFallWelcome
SecondFridayArtAbout(Davis)
FirstFridayArtWalk(Woodland)
24thAnnualStrollThroughHistory
WoodlandFreeMuseumDay
GibsonHouse/YoloCountyHistoricalMuseum“Oktoberfest”
YoloCountyFair
WoodlandChristmasParade
AnnualWoodlandTomatoFestival
WoodlandDynamiteChiliCook-Off
134thAnnualWoodlandScottishFestivalandGames
YoloCountyBoothattheCaliforniaStateFair
WintersAnnualYouthDay
PleinAirFestival/RootstoWine“ArtinthePark”
WintersOutdoorQuiltFest
WintersSummerConcertSeries
WintersEarthquakeFestival
Wintersfirst-everAgTours
FestivaldelaComunidadandCarnitasCook-Off
FallforWintersFestivalandFamilyHolidayFestival
CapayValleyAlmondFestivalandBlossomTrail
AnnualMill-In(YoloWoolMill),HoesDown(FullyBellyFarm)andmanyothers
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DistributionofPublications
Whileonlineandmobiletechnologiescontinuetorapidlyexpandtheirpresenceandinfluencein
thetravelindustry,printedresourcesarestillheavilyrelieduponandmustbeproducedtosatisfy
demand.TheYCVBproducesanddistributescomprehensivevisitorguide/mapsforDavis/UC
Davis,Woodland,YoloCounty,andWinters;thelattertwoupdatedandexpanded.Ourguideto
countywineries,“WinesofYoloCounty,”receivedwidespreaddistribution,includingattheSan
FranciscoTravelVisitorInformationCenter(whereitwasa“toppick”inMay2013forspecial
display)aswellasSFTAkiosksinMosconeConventionCenter.TheVisitorCentermakesnumerous
otherpublications,directories,andpromotionalmaterialsavailabletovisitors.
Pointsofdistributioninclude:
YCVBVisitorCenter
DavisCityOffices
DavisAmtrakStation
DavisChamberofCommerce
DavisDowntownBusinessAssociation
UCDavisVisitorCenter,ConferenceCenter,andotherlocationsoncampus
SanFranciscoTravelAssociationVisitorInformationCenter(downtownSanFrancisco)and
literaturekiosksinMosconeCenterandotherlocations
Variouslocalplaces:restaurants,hotels,shops,attractions,galleries
WoodlandCityOffices
WoodlandChamberofCommerce
HeidrickAgHistoryCenter
YoloCountyOffices
WintersCityOffices
WintersVisitorCenter&ChamberofCommerce
Varioustradeshows
SacramentoConvention&VisitorsBureauoffices
TheYCVBhasneverpublishedacomprehensiveVisitorGuidethatincludesalltheinformation
visitorsneedinonecohesivepackage.Wearelookingtopursuethisasapriorityprojectinthe
comingyear.
www.yolocvb.org
Travelersuseonlinetoolsforvirtuallyeverything;ofpeoplemakingdecisionsbasedon
informationfoundonline,45.5%selectedaplacetostay;35%selectedthingstoseeordo;31%
readaboutlocalculture,arts,heritage,andevents;28%selectedarestaurant.Oneoutofthree
travelersusedadestinationmarketingorganizationwebsiteaspartoftheirresearch.
TheYCVBwebsitedrewmorethan100,000uniquevisitorsin2012-13,crackingsixfiguresin
trafficforthefirsttimeever.PartofthiswashelpedbyaSearchEngineMarketing(SEM)campaign
conductedbyMaddenMedia.Inathree-monthprograminvolvingavarietyofkey-word-pegged
advertisementsonGoogle,wegeneratedsome289,000impressions,with6,500clicksandan
overallClickThroughRate(CTR)of2.24%.Lookingcloser,morethanone-thirdofourtrafficcame
throughthe“Events&Festivals”segmentofthecampaign,withaveryrobustCTRof4.06%.
Inmid-June2012,welaunchedahotelbookingengine(JackRabbitServices)whichallowedvisitors
tomakelodgingreservationsdirectlyfromtheYCVBwebsite.Inall,16propertiesparticipateinthe
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service.Resultshavebeenlessthanwhatwehopedfor,althoughmoreinlineswithcurrenttrends
amongDMOsofferingsuchservice.Weareevaluatingwhetherornottocontinue.
Ourwebsitefeatures:
Davis-specificcontentonhomepageandlandingpageswithoriginalcontent
SignificantlymorerobustsectionsforMeetingPlannersandTravelProfessionals
Moredeploymentofspeciallandingpagestopromotespecificeventsoractivities,andto
highlightunderstoodvisitorpreferences
JackRabbithotelsearch/bookingfunctiononthewebsitewithdirectlinkstohotels
First-everpromotionalvideo
Eventscalendar,aswellasnew“SubmitYourEvent”onlinetool
Listings,photographs,andlinksforallhotels
Listingsforallrestaurants–expandedandfullysearchablebydestinationandcuisine
“ThingstoDo”pages,includingpagesforbicycleridesthroughoutthecountyandwithinthe
region
Detailsforeveryattraction
Searchfunctionthatcoverstheentiresite
RFP,RequestforInformation,andContactUspages
PressRoompageswithextensiveinformationforinquiringmedia
Futurewebsiteenhancementswillinclude:
A“SendMeInformation”tabforvisitorstorequestguidemaps,allowingtheYCVBto
captureconsumersourcedata
Anofferforamonthlyemailnewsletter,highlightinghotelandotherspecialoffers,events,
andtimelyinformation
Atravelblog,providingfreshreadingcontentforvisitorsonanumberofvenues,topics,and
peopleinYoloCounty
YoloWeddings~comprehensiveweddingvenueinformationandlinks
Additionalshort,focusedvideosspotlightingkeyattractionsandactivities
YCVBSalesEfforts
TheYCVBworkeditsfirstfullcalendaryearwithanewSalesDirectorandacleargoalofgaining
neweventandmeetingbusiness.Togothis,wepursuedseveralactivities:
Clientmeetingswithsuchorganizationsas:
NorthAmericanHandmadeBicycleShow
CAFarmBureauFederation
First5ofCA
LinkingEducation&EconomicsDevelopment
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InternationalAssociationforIdentification,CAChapter
WesternStatesHorseExpo
CAOptometricAssociation
SacramentoBee
CAOrthopedicAssociation
UCBerkeleyGenomeLabs
Memberships:
CASocietyofAssociationExecutives(CALSAE)
AssociationforWeddingProfessionalsInternational
AllianceMilitaryReunions
MeetingPlannersInternational
Events/ConferencesAttended:
CALSAEAnnualElevateConference
ConnectMarketplace
CALSAEMonthlynetworkingevents
CALSAESeasonalSpectacular
FAM(Familiarization)Tour,April2013:
AttendeesrepresentingCalTrans,SacramentoAssociationofRealtors,andanindependent
meeting/eventplanner
TouredRoyalGuestsproperties,TSGlideRanch&EventCenter,OldSugarMill,Woodland
CommunityCenter,andHeidrickAgHistoryCenter
YCVBhosteddinneratOurHouse(Davis)andlunchatKitchen428(Woodland)
DateshavebeensetforMay1-2,2014
GroupsBooked:
LACounty,DepartmentofSanitationManagersRetreat
AnthonyTravel,DavisLegacySoccer
GroupLeads:
UCDASI2014Conference
UCDCollegeofEngineering
ChertowWrestling2014Camp
CAOrthopedicAssociation
UCDContinuingEducationAnnualHemophiliacConference
RotaryDistrictConference2014
OverseasBratsReunion
UCDWomen’sLacrossechampionship
Welooktocontinuedevelopmentofthissideofourenterpriseinthecomingyear.Tothisend,we
continuetocollaboratewithSalesCommittee.Themembersofthisgroupconsistsofhotelierstaff
includingGeneralManagersandSalesDirectorsfromWoodlandandDavis,plustheYCVBExecutive
DirectorandSalesDirector.Thisgroupistaskedwithidentifyingpotentialnewbusiness
opportunitiesforevents,groupfunctions,andmeetingsthatwouldincreasevisitationand
exposure.Thereareseveralaspectstooursaleseffort,including:
LeisureMarketing
Continueoutreachcampaignusingtraditionalandnewmedia
Continueintegrationofallmarketingelementswithcommonlookandfeelofbrand.Key
market:SanFranciscoBayArea.Maintainemphasisonregionalbusinessdevelopmentbut
explorelogicaltargetedforeignconnections
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Continuingtogrowreachofsocialaudiencethroughconnectingandleveraginginfluencers
participatinginonlineconversationsaboutDavisandYoloCountytravelactivities.
Continuedevelopmentoftheyolocvb.orgwebsite,presentingthelively,appealingaspects
ofthecountyanditscommunitiestopromoteleisuretravel;continuallygeneratenew
content;developvideocontentwithconsistentlookandthematicelements
Continuepursuingsearchengineoptimization(SEO)andsearchenginemarketing(SEM)of
thewebsitetodrivetraffic
Cultivatetravelbloggerstoacquaintthemwithkeyattractionsandactivities,toshape
contentoffutureblogsandspreadourmessagingtotheironlineaudience
Engageinmoreaggressiveexploitationofsocialmedia
LaunchYCVBblogandconsumernewsletter
Launch“YoloWeddings”microsite
ConventionSalesandTourMarketing
Hosttradejournalistsonsitevisitsofdestination(ex:MeetingsFocus,SmartMeetings)
Deploydigitalmarketingstrategytoincreaseawareness,reinforceassetsandbuildlead
database;investigatepossibleonlinecampaignwithB2BmarketerTOURinfo.com
ContinuetopromotewebsiteRFPformandHotelInventory/Assetsform
Developproposalsfortargetedonlineadvertisingcampaigns(search,socialmedia)that
communicatethe“CometoYoloCounty”and“DestinationDavis”messages
Pitchleadingmeetingsandconventionspublicationsforeditorialcoverage,otherpointsof
leverage.Publicationsinclude:AssociationNews,Convene,MPI,Meetings&Conventions,
SuccessfulMeetings,MeetingsFocus,CaliforniaMeetingsandEvents
ContinueleveragingmembershipsinCalSAE,MPI;builduponnewmembershipsinAlliance
ofMilitaryReunionsandAssociationofWeddingProfessionals
StrengthencollaborationwithUCDavisConferenceandEventsServices
Developandrefinefam(familiarization)toursandemailmarketingstrategies
Developnewcollateralmaterialssuitabletotargetmarketsandevents
YCVBPublicRelations
WecontinuetouseoursocialmediaplatformsonFacebook,Twitter,andPinteresttopromote
eventsandactivitiesaswellasacknowledgeeventsandactivitiesannouncedbyourpartnersand
like-mindedorganizationswithintheregion.Wearealsoexpandingourlistofpresscontacts
furtherintothesurroundingregion.
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WearemembersoftheBayAreaTravelWriters,anassociationofroughly200journalistsand
photographers.Lastyearwebroughtagroupofthemforafood-and-winetourwebilledthe
“BountyofYoloCounty.”InApril2013wehostedtheirmonthlymeetingattheRobertMondavi
InstituteforFood&WineScience(RMI)atUCDavis.Wehad26pressmembersattendthemeeting
wheretheyparticipatedinatouroftheInstitute,enjoyedanoliveoiltastingandlessonbyDan
Flynn,touredtheDavisFarmersMarketandU.S.BicyclingHallofFame.Botheventsgenerated
numerousaccountsofpressforYoloCounty,includingmultipleExaminer.comarticles,travel
websiteposts,atwo-pagespreadinOaklandMagazineandaninclusionintwoguidebookstobe
releasedinthenearfuture.
InthepastyearwealsoworkedwiththeOutdoorWritersAssociationhostingathree-hourpress
touroftheBatTalkandWalkattheYoloBasinFoundation.Thetourfeaturedaninformational
lectureoftheMexicanfreetailedbats,atouroftheYoloWildlifeareaandaliveviewingofthe
Mexicanfreetailedbats.Thispresseventgeneratedmultiplearticlesinregionalandlocal
newspapers.
WebeganourofficialYCVBnewsletter,directedtoallofourhotels,attractions,citystaff,andcity
councilpartnersinYoloCounty.Thisnewsletterfocusesonupdatingourpartnersonwhat’s
happeningattheYCVB,upcomingevents,andshortarticlesrelatedtothetourismindustry.
TheYCVBalsoworkedwithtwomajorprintmagazineswiththeircoverageofourareathat
resultedingreatstoriesaboutWintersandWoodland.SunsetMagazineranatwopagefeature
aboutWintersandViaMagazineranaone-pagearticleaboutWoodland.HadtheYCVBpaidforthis
typeofcoverage,itwouldhavecost$113,960foratwo-pagefullcoloradvertisementinSunsetand
$41,200foraonepagefullcoloradvertisementinVia.TheYCVBalsosecuredcoverageinother
publicationsthisyear,includingAssociationNewsMagazine,CNNMoney,DestinationMagazine,
SportsEventsMagazine,TheActiveTimes,andOaklandMagazine.
TheYCVBcontinuedasponsorshippartnerwithYolotales,alocallyownedandoperatedchildren's
mediashowbasedinofWoodland.Theshowfeaturesauniquecastofpuppets,people,and
animatedcharactersexploringalloflife'svariouslessons.Thisshowisbroadcastlocally,regionally,
andnationally.TheYCVB’ssponsorshippackageincludesa30-secondspotthatexposestheYCVB
websiteandbrandto17,000householdslocallyinYoloCounty,400,000householdsregionallyand
morethan3millionhouseholdsintheNorthwestandSouthwestUnitedStates.TheYCVBisthe
onlysponsorthathasacommercialreleasednationally.
Oureffortsonbehalfoflocaleventsproducedresults.Notedbelowisthecoveragegenerated
throughourprogram:
TVsegments–15.Outletsinclude:News10,NBCSacramento,GoodDaySacramento,KCRA,
Fox40,andSac&Co
WebsiteArticlesorEventListings–40.Sitesinclude:Examiner,SacTownMagazineOnline,
LATimesTravelCalendar,CaliforniaOutdoors,andWeekendAdventures
WebsiteThirdPartyListings:approximately500
RegionalMagazineArticlesorEventListings–20.Publicationsinclude:Sunset,Via
Magazine,SacramentoMagazine,OaklandMagazine,SacTown,DestinationMagazine,RV
Journal,Via,SportsEventsMagazineandAssociationNews
NewspaperArticlesorEventListings–75.Newspapersinclude:SanFranciscoChronicle,LA
Times,DailyDemocrat,DavisEnterprise,SacramentoBee,VacavilleReporter,andContra
CostaNews
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Continuingoutreacheffortsforthecomingyearinclude:
Continuetoexecuteongoingpressreleaseandnewsofeventstokeepmediauptodate
InvestigatekeyconsumerandtradepublicationsforfeaturearticlesaboutYoloCountyand
itscommunities;alsoinvestigateadbuys
AttendPowWowMediaMarketplacetoreachinternationaltrademediawithYoloCounty
information(viaCentralValleyTourismAssociationparticipation)
Attendorexhibitattravelmediagroupconferences(SocietyofAmericanTravelWriters,
UnitedStatesTravelAssociation,Travel&Adventure,InternationalPowWow)
Hostindividualmediaandmediagroups(ex:BATW)withcustomized“famtour”itineraries
throughouttheyear
Looktocollaboratewithneighboringbureaus(suchasVisitCaliforniaandSCVB)for
opportunitiestogainexposureviavariousplatformsandevents(example,“Sacramento
FarmtoForkCapitalofAmerica,”agtours,wine-tastingevents)
Looktomakeadditionalpublicandgrouppresentations(Rotary,etc.)aboutYCVBactivities
andinitiatives
ContinuetoworkcloselywithCaliforniaTravel&Tourismtopromoteourcountythrough
theirnumerouspublicationsandprograms
SocialMedia
Intermsoftravel,morethan30%ofpeopleusedsocialmediafortravelplanning;morethan50%
ofpeopleconsidereduser-generatedreviewsofhotels,destinations,andrestaurants.
FacebookandTwitteraccountsarenowbeingactivelyusedtopostnews,events,andinformation,
andtohelpsupportthebusinessesofourmany“friends”andfans.Duringtheyear,weconsolidated
ourFacebookpresencetooneprincipalaccount,andengagedMaddenMediatoconductacampaign
toboostourfanbase.Wenowhavecloseto1,500followers,upfromalittleover400.
WealsowereoneofthefirstvisitorbureausinthenationtocreateandmarketaPinterestpage.
Pinterestcontinuestohelpboostourwebsitetraffic;someofour“boards”featureDavis-specific
content,includingattractions,hotels,shopping,events,thingstodo,andotherfeatures.
Wewilllooktoleverageourpositionandincreaseexposurethroughtargetedadvertisingand
“engagement”campaigns,includingcontestsandsweepstakes.
MobilePhoneApplication
TheYCVBparticipatedinthemarketingofthemobilephoneapplicationwiththeCentralValley
TourismAssociation.AvailableforiPhoneandAndroidusers,this“app”providesmanyofthesame
featuresasawebsite,inacompact,downloadable,interactive,user-friendlyway.Featuresinclude
searchablehotels,events,restaurants,shopping,specialoffers,wineries,andmore.Itiseasily
updatedbyYCVBstaffona24/7basis.Sinceitslaunchinthefallof2011,ithasbeendownloaded
bynearly18,000users.
Today,nearly40percentofinternettrafficcomesfrommobiledevices.Also,86percentofpeople
withmobiledevicesusethemwhilewatchingTV—inotherwords,thereisnodowntime.Some60
percentofpeopleengageinsocialmediaonmobiledevices.
Intermsoftravel,increasingnumbersofpeopleareusingmobiledevicestoinvestigate
destinations,checkmaps,watchvideos,andmakereservations;67%usingmobiledevicesbefore
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leavinghome.However,roughly73%areusingmobiledevicesduringtheirtrip,tofindrestaurants,
hotels(forshort-noticebookings),shoppinginformation,maps,thingstodo,andspecialoffers.
Havingawell-developedmobilestrategyinarapidlydevelopingmarketisclearlyanimportant
consideration.Weareactivelypursuingamobileappstrategyandlooktodeployourfirst-ever
mobileofferinginthecomingyear.
ContinuingandPotentialNewCollaborations
Weenjoyexcellentworkingrelationships,andserveinvariouscapacities,with:thecitiesofDavis,
Woodland,andWinters;theChambersofCommerceforDavis,Woodland,andWinters;Davis
DowntownBusinessAssociation(BoardLiaison);HistoricWoodlandDowntownBusiness
Association;YoloCountyHistoricalSociety;EspartoRegionalChamberofCommerce(Board
Director);DSIDE(“DesigningaSustainable,InnovativeDavisEconomy”);DavisArtsCommission;
CentralValleyTourismAssociation(CVTA);YoloArts;andtheCaliforniaStateFairCommitteefor
YoloCounty.WealsoenhancedourrelationshipswithVisitCalifornia,CaliforniaTravelAssociation,
FoodBankofYoloCounty,WoodlandTreeFoundation,andothers.
ThroughourpartnershipwiththeSanFranciscoTravelAssociation,theYCVBreceiveslistingson
theirwebsite,pluslistingintheironlineandprintVisitorPlanningGuide,TravelPlanner’sGuide,
andMeetingPlanner’sGuide.Wealsodistributeourpressreleasesthroughtheiroffices;haveWines
ofYoloCountydisplayedattheirfacilities;gainopportunitiesformediaevents;andgetreferralsto
visitingtravelwritersforon-sitetourshere(oneNewYorkfreelancerwhovisitedthisyearvia
SFTAproducedaboutadozenYolo-relatedarticles).Wearealsolookingaheadtoparticipatingin
theirnascent“BeyondtheBridge”promotionalprograminfutureyears.
TheYCVBparticipatedinnumerousmeetingsoftheCapayValleyVisionAgTaskForce,helping
toformulatearesponsetoproposedCountyregulationsgoverning,amongotheractivities,agritourisminruralareas.AformalrecommendationwassenttotheCountyAgCommissionerinMay
2013,withthehopesthatagri-tourismactivitieswillbestronglyencouraged,thuscontributingto
sustainableeconomicdevelopment.
TheYCVBalsobegantoactivelyengageintheSacramentoConvention&VisitorsBureauabout
theirmajor“FarmtoFork”initiative(Sacramentoclaimingtobe“thefarmtoforkcapitalof
America”).Thisinvolvesanumberofmarketingstrategies,culminatinginaweek-longfestival
(September21-28)withapublicfaironCapitalMall.BelievingthatYoloCountyisthefarmto
Sacramento’sfork,theYCVBhastakenaleadershiproleinorganizingthecounty’sparticipation,
withmeetings,websiteandnewslettercommunications,andacoreplanning/outreachcommittee.
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YCVB2013/2014Goals
Increasecollaborativeeffortswithparticularemphasison:
o Localhoteliers,collaboratingonpromotions,culinarytours,andmulti-nightstays
o Areaartassetsandmuseumsandart-relatedevents–FirstFridayArtWalk,Second
FridayArtAbout,TransmediaArtWalk,FreeMuseumDay
o Gainingexposuretomulti-purposevenues(suchasVeteransMemorial,Woodland
CommunityCenter,OldSugarMill,andothers)foreventandmeetingplanner
market
o Wineryassociations:RootstoWineandClarksburgWineGrowersAssociation
o SacramentoCVBtoleveragetheirnationalreachviaFarmtoFork
Takeanactiveroleinplanningeventsandinitiatives:
o LiveSTRONGChallenge(June),includingWoodlandreststop
o StrollThroughHistory(September)workingwithhotelsfor“Stroll&Stay”packages
o USBicyclingHallofFameInductionWeekend(November)
o YoloCountyBoothattheCaliforniaStateFair(July)
o YoloCountyeventsrelatingtoFarmtoFork(ongoing)
o YCVBco-sponsoredmusiceventsatMansionSquare(acollaborationwithproperty
ownersandDavisDowntown)
ContinuetoexecuteonoursalesplanleveragingtheskillsoftheSalesDirector
Refreshthewebsitewithadded“SendMeInformation”andnewsletter-signup
featuresplustravelblog;developmobilephoneapplication
ContinuetoenhancenewVisitorsCenterandprovideservicetopartnervenues
Increasepublicrelationefforts:leverageMyMediaInfotoincreaseefficiency
Increaseuseofsocialmedia:developconteststoincrease“fanbase”andreposting;
continuetodevelopPinterest;investigateotherpotentialoutlets(Google+,
LinkedIn)
Developandmaintainbestpracticesfortheorganization
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YCVBBoardofDirectors
WayneGinsburg,President
WoodlandChamberofCommerce
WoodlandCA
RobPetersen,VicePresident
GeneralManager,HyattPlace
DavisCA
RandiiMacNear,Secretary
ExecutiveDirector,DavisFarmersMarket
DavisCA
MariaLara,Treasurer
GeneralManager,RoyalGuestHotels
DavisCA
ReedYoumans
Owner,HallmarkInnHotel
DavisCA
MaryTye
MarketingManager
ClarksburgWineCompany
ClarksburgCA
MegStallard
WoodlandCA
HowardHupe
WintersChamberofCommerce
WintersCA
Arvind(Andy)Patel
HotelOwner(fourproperties)
WoodlandCA
Dave“DK”Kemp
ActiveTransportationCoordinator,CityofDavis
DavisCA
LyndaHinds
ManagerandBuyer
RootStockGiftsandTastingRoom
WintersCA
VinodPatel
Owner,HolidayInnExpress
WoodlandCA
MayaWalker
ProgramDirector,CapayValleyVision/CapayGrown
EspartoCA
[TwoSeatsOpen]
YCVBBoardCommittees:TheYCVBcontinuedregularmeetingsoftwostandingcommitteesto
focusoncertainaspectsofitsoperation.Theyare:
ExecutiveCommittee:ThisconsistsoftheExecutiveDirector,theBoardofficers,andatleastone
othermemberoftheBoard.High-level,financial,personnel,andpolicymattersarethemaintopics
ofdiscussion.RecommendationsbythiscommitteearegenerallygiventothefullBoardatregular
meetingsforconsiderationandapprovalormodification.
MarketingCommittee:Thisisafive-persongroup,includingtheExecutiveDirectorandfourother
Directors,focusedondevelopingmostappropriateinvestmentstrategies,markets,andmedia
outletstoincreasecommunicationandtrafficintheleisuretourismarena.
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YCVBStaff
AlanHumason
ExecutiveDirector
[email protected]
TiffanyDozier
CommunicationsandPublicRelationsManager
[email protected]
DawnAdams
SalesDirector
[email protected]
132EStreet,Suite200 Davis,CA95616
(530)297-1900
www.yolocvb.org
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Date:May17,2013
CommentsabouttheprojectedFiscal2013-14budget:
Iforecastaslightincreaseinhotelrevenues,basedonhistoryandanticipatedriseinRDA.Ialsosyphonoff
$45,000fromourstrategicreservetopayfornewadvertisingandmarketingprograms.Ialsoprojectfinding
partnersforseveralprojects:theCityofDavisforvideoproduction,YoloCountyforamobilewebsitesolution
(andpotentiallyamobileappdowntheroad),andmultiplepartiesforco-opadvertisinginVisitCalifornia
publications(annualtravelguideandRoadTrips2014).Wearealsoconsideringapocket-sized,multi-panel
fold-outVisitorGuide,somethingthatiseasiertofulfillandwouldgiveatasteofYoloCountyoverall.
WeonlyanticipateneedingtoproducetheVisitorGuideandredotheWoodlandmap(indiscussionwiththe
CityofWoodlandnow).Wehaveamplestockofotherexistingmaps.However,wehaveaclearneedforfresh,
moreprofessionalphotography,chieflytoupdateandenliventhewebsiteandofferamorecompelling
projectionofYoloCounty’sactivitiesandvibrancy.Forvideo,wehavethreethemesinmind:Bicycling,
FamilyFun,andCulinaryAdventures(Food&Wine).ThelattertwoareindirectlinewithVisitCalifornia’s
“pillars”intheirglobalmarketingplan.
Websitework,emailmarketingservices,anddatabasemanagementservicesareallnewlines,consistentwith
ouraimtodomoreaggressivedirectleisuretravelermarketingvianewsletterandspecialoffers.Weexpect
togetalotofnamesbecauseweexpecttodoalotofadvertisinginthecomingyearandcapturingalotof
names.(Forexample,ourcurrentadinViaMagazine,outjusttwoweeks,hasgeneratedmorethan200
requestsforWinesofYoloCounty.TheadwillrunthroughtheendofAugust;wehavetheoptiontoextend
throughtheSeptember/Octoberissue.)Thecostsforthechiropracticsforwebsitedesignworkmayoutstrip
myinitialestimate.
Wewillcontinuetosupportourcurrentslateofmembershiporganizations;wearegoingtomakeamore
aggressiveplayintheweddingsarenaandarerecruitinglocalpartnerstoworkwithus.
Staffheadcountremainsthesame.
Assubmitted,theadvertisingincludesSunsetMagazine,ViaMagazine,VisitCaliforniaAnnualGuide,Visit
CaliforniaRoadTrips2014,SearchEngineMarketingwithMaddenMedia,and$7500unassigned,pending
submittaloftheproposalfromBicyclingMagazineandallowingforustomakebuysbasedonbest
opportunityscenarios.SEMwillbecraftedtogeneratemaximumtraffictothewebsite,insomecasesto
specific,newlycreatedlandingpages,andultimatelytogetnameswecanplugintoournewprograms.
MostAdministrationexpensesareinlinewithhistoricalaverages;thenewofficedoescreateanincreaseover
pastyears,awell-knownfact.
Wehaveaddedtoourslateofevents:newareGoWestTravelSummit(http://www.gowestsummit.com/),a
majorbusiness-orientedtravel-tradeshowsellingtheAmericanWest;andtheTravelAdventureShow
(http://www.adventureexpo.com/)inSantaClara,atwo-dayconsumershowthatpullsroughly20,000
guestslookingfordestinationideasandinformation(thisoneisalreadybooked;wegotanicediscountto
signupearly).
YoloCountyVisitorsBureau 132ESt.,Suite200,DavisCA95616 (530)297-1900 www.yolocvb.org
05-28-13 City Council Meeting
05A - 20
YCVB 2013-2014 Forecast and Budget
REVENUE
Woodland BID
Davis BID (includes Hyatt Place/UCD)
YCVB Strategic Fund
City of Woodland (guide/map)
City of Winters
Winters Chamber of Commerce
Other (video production)
Other (mobile site development)
Other (co-op advertising)
Other Visitor Guide
Other TBD
TOTAL REVENUE
Forecast
$
$
$
$
$
$
$
$
$
$
$
$
92,500
135,000
45,000
2,000
7,000
1,000
3,600
5,000
15,000
3,500
309,600
$
$
$
$
$
$
$
$
$
$
3,500
2,000
600
3,600
3,000
720
$
$
$
$
$
$
$
$
$
$
6,000
4,200
1,000
7,500
5,000
500
4,250
250
250
42,370
Membership Organizations
CVTA
Cal Travel Association
WACVB
CalSAE
MPI
San Francisco Travel Association
Esparto Chamber
Capay Valley Vision
Davis Chamber (membership & activities)
Woodland Chamber (membership & activities)
Winters Chamber (membership & activities)
Alliance of Military Reunions
Historic Woodland Downtown Business Associat
$
$
$
$
$
$
$
$
$
$
$
$
$
350
550
650
350
500
750
75
100
480
350
90
150
100
Assoc. of Wedding Professionals Int'l
Total Membership Organizations
$
$
450
4,945
MARKETING
Publications & Outreach
Visitor Guide
Davis Map & Guide
Winters Map & Guide
Woodland Map & Guide
Yolo County Map & Guide
Wines of Yolo County
Photo Fees & Reproduction
Video Production
MyMediaInfo
Gift Baskets
Sales Efforts
Hospitaltiy
Mileage
FAM Tour
Web Site Design and Updates
Mobile Site Development
Email Marketing Services
Database Management Services (iDSS)
Web Site Hosting
Domain Names
Total Marketing Expense
05-28-13 City Council Meeting
05A - 21
Professional Staff
Employee Expense
Payroll (Staff) Net
Payroll Taxes (employer, Federal)
Payroll Taxes (employer, State)
Insurance (Work Comp)
Parking Permits
Employee Coverage
Medical Insurance
Dental Insurance
Total Employee Expense
$
$
$
$
$
124,050
29,850
5,535
1,200
90
$
$
$
160,725
Administration
Advertising
Bank Fees
Bookeeper
Computer Maintenance
Computer Equipment
Copies
Tax Preparation
Property Tax
Taxes/Tax Filing Fees
Insurance (D&O)
Insurance (Liability)
Legal Council
Printing
Office Supplies & Furnishing
Payroll Services
Postage & Delivery (postage)
Postage & Delivery (equipment)
Professional Consultation
Rent
Office Utilities and Upkeep Fee
Office Security System
Telephone, Internet
Uncategorized Expenses
Total Administration Expense
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
34,130
360
1,800
600
2,100
4,320
750
400
100
1,522
2,635
300
600
900
720
1,500
22,320
3,600
375
3,960
600
83,592
Professional Conferences and Trade Shows
UCD Vendor Showcase
UCD Wedding Showcase
California Travel Summit
WACVB CEO Forum
WACVB Tech Summit
CalSAE Spectacular
Connect Marketplace
Go West Travel Summit
Travel Adventure Show Nor Cal
SFTA Media Events
Undetermined Events
Total Conferences (reg, trav,exp)
$
$
$
$
$
$
$
$
$
$
$
$
350
350
1,500
2,000
2,000
1,000
3,750
3,000
2,000
1,000
1,000
17,950
$
$
$
309,600
309,582
18
Total Revenue
Total Expense
Operating P/L
05-28-13 City Council Meeting
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