HomeMy WebLinkAboutCity Council - 2011-56 RESOLUTION NO. 2011-56
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH
DECLARING THE CITY'S INTENTION TO LEVY AN ANNUAL ASSESSMENT
FOR FISCAL YEAR 2011-2012 WITHIN THE HUNTINGTON
BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
WHEREAS, the California Legislature, in adopting the Parking and Business
Improvement Area Law of 1989 (Streets and Highways Code §36500 et seq.) found that cities
are authorized to levy assessments on businesses in order to promote economic revitalization
and tourism, create jobs, attract new businesses and prevent erosion of business districts; and
The California Legislature found that cities are authorized to levy assessments on
businesses which benefit from those improvements and activities; and
A sizeable majority of the hotel and motel businesses within the City of Huntington
Beach requested that the City Council commence proceedings under the Parking and Business
Improvement Area Law of 1989 to establish a hotel and motel business benefit area within the
City of Huntington Beach and to levy a special assessment to promote tourism and tourist
related events; and
The City Council formed a business improvement area, known as the Huntington
Beach Hotel/Motel Business Improvement District (the "District"), by the passage of
Ordinance No. 3569 on August 19, 2002. The City is proposing to levy an assessment for
fiscal year 2011-2012 pursuant to the process detailed in Streets and Highways Code §36500,
et seq.; and
The District's Advisory Board has prepared and filed with the City Clerk an "Annual
Report/Operating Budget 2010-2011 Fiscal Year to Date" and "Proposed Budget for Fiscal
Year 2011-2012" (collectively, "Annual Report"); and
NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of
Huntington Beach does hereby resolve as follows:
SECTION 1. The City Council hereby approves the Annual Report filed by the
Advisory Board in the City Clerk's office attached hereto as Exhibit A and incorporated
herein by this reference, which includes a proposed budget for Fiscal Year 2011-2012 and a
description of the improvements and activities to be provided for Fiscal Year 2011-2012.
SECTION 2. To levy and collect assessments within the District area for Fiscal Year
2011-2012 in the amount of 2% on hotel and motel overnight room stays in hotels and motels
listed in Exhibit B attached hereto and incorporated herein by this reference.
11-2939/67179 1
hotel
Resolution No. 2011-56
SECTION 3. The type or types of improvements and activities proposed to be funded
by the levy of assessments on businesses within the business improvement area are specified
in Exhibit A, attached hereto and incorporated herein by this reference.
SECTION 4. A public hearing shall be held before the City Council on
September 19, 2011 , at 6:00 p.m., or as soon thereafter as this matter may be
heard, in the Council Chambers of the City Hall, 2000 Main Street, Huntington Beach,
California, at which time the Council will hear all interested persons for or against levying of
the assessment, and the furnishing of specified types of improvements or activities. Protests
may be made orally or in writing; but, if written, shall be filed with the City Clerk at or before
the time fixed for the hearing and contain sufficient documentation to verify business
ownership and validate the particular protest. Any protest pertaining to the regularity or
sufficiency of the proceedings shall be in writing and shall clearly set forth the irregularity or
defect to which the objection is made. The City Council may waive any irregularity in the
form or content of any written protest, and at the public hearing, may correct minor defects in
the proceedings. A written protest may be withdrawn in writing at any time before the
conclusion of the public hearing set forth above. If written protests are received by the owners
of businesses within the District, which will pay 50% or more of the total assessments to be
levied, no further proceedings to levy the proposed assessment shall be taken for a period of
one year from the date of the finding of a majority protest by the City Council. If the majority
protest is only against the furnishing of a specified type or types of improvements or activity
within the District,those types of improvements or activities shall be eliminated.
SECTION 5. The City Clerk is hereby directed to provide notice of the public
hearing by causing this resolution of intention to be published once in a newspaper of general
circulation at least seven days before the public hearing.
SECTION 6. Further information regarding the proposed business improvement
district may be obtained at the Huntington Beach City Hall, 2000 Main Street, Huntington
Beach, California 92648; telephone (714) 536-5542; or from the Huntington Beach Marketing
and Visitors Bureau, 301 Main Street, Suite 210, Huntington Beach, CA 92648, (714) 969-
3492.
SECTION 7. The City Clerk shall mail a complete copy of this resolution of
intention by first-class mail to each business owner in this area within seven days after the
Council's adoption of this resolution.
11-2939/67179 2
hotel
Resolution No.. 2011-56
SECTION 8. This resolution shall take effect immediately upon adoption.
PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a
regular meeting thereof held on the 15 th day of August , 2011.
0
REVIE ND APPROVED: INITIATED AND APPROVED:
Citrin er Director of Eco is Development
APPROVED AS TO FORM:
Ci yAt
orney
11-2939/67179 3
hotel
Exhibit "A" - Resolution No. 2011-56
�—IUNTINGTON "
REAC
CALIFORNIA '►
MARKETING & VISITORS BUREAU
SurfCityUSA a com
Huntington Beach
Marketing and Visitors Bureau
Fiscal Year 2010/11 Annual Report
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/ii Annual Report
For Fiscal Year 2o11/i2 Operating Budget Request
Table of Contents
Page Section
3 Leisure Market Advertising
5 Group Market Advertising
6 Publications & Collateral
9 Online Marketing
12 Familiarization Tours
14 Public Relations
21 Travel Trade and Leisure Marketing
23 Group Meetings Marketing
26 Huntington Beach Visitor Information
26 National Tourism Week
27 Huntington Beach Film Commission
28 HBMVB Office Improvements
28 HBMVB Staff
29 Looking Ahead
31 2011/2012 Proposed Operating Budget
'. .
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
The Huntington Beach Marketing and Visitors Bureau(HBMVB) continued to expand
its scope of activities and increase efficiency as a destination marketing organization
during the 2010/11 fiscal year.As the official advisory board for the Huntington Beach
Hotel/Motel Business Improvement District (B.I.D.),which received an assessment of
two percent on all hotel/motel room purchases within the city that were less than 30
days in duration,the HBMVB would not have been able to complete the following
programs without B.I.D. funding.
Leisure Market Advertising
With partners Hyatt Regency Huntington Beach Resort&Spa;
Shorebreak,a Joie de Vivre Hotel; and Waterfront Hilton Beach tlM
Resort,the HBMVB produced a cooperative full-page ad for the _-
California Visitors Guide.The California Visitors Guide is the
official publication of the California Travel and Tourism
Commission(CTTC)with 500,000 copies distributed annually
and more than ioo,000 downloads of the digital version from
www.visitcalifomia.com.
F t'
l
In addition to the domestic California Visitors Guide,the HBMVB also collaborated with the
Hyatt Regency Huntington Beach Resort&Spa;Shorebreak,a Joie de Vivre Hotel; and
Waterfront Hilton Beach Resort to extend our ad in 51,ioo reprints of the official California
Visitors Guide in Australia, Germany,Mexico,Brazil,France,India,UK,China,Japan,and
Korea.
�tr
e c
Sand
.vMu�.a. [W-wv YYMYrT
r+r..OwYAn � ��Mf PtsA-i.a Y!
•P�d.9
[[au Me xn
MYae.+e[n[e
q.
[iYYYM
MSY[MnneM
[[MY[tiiw
RtY[YfA[Sn
M1 '
♦ �-
HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Leisure Market Advertising (continued)
The HBMVB leveraged co-op dollars from the Hyatt Regency
Huntington Beach Resort&Spa; Shorebreak,a Joie de Vivre
Hotel;and Waterfront Hilton Beach Resort to create a full-page
Huntington Beach advertorial as part of C1TC's 2010/11 US&Canada Cooperative
r_ "-- Marketing Program insert. This insert had a total print
circulation of 1.2 million. The multi-page supplement ran in the
November 2010 issues of Travel+Leisure(150,00o copies),
Budget Travel(200,000),Food&Wine(200,000)and National
Geographic Traveler(150,000). The insert also appeared in the
November 6, 2010 edition of the Vancouver Sun,Calgary
Herald,Edmonton Journal(November 7,2oio edition),
Toronto Star,and Montreal Gazette(100,00o each).
BEACH
As a bonus for participating in CTTC's 2010/11 US&Canada Cooperative Marketing Program
insert,Huntington Beach received a 5-page spread in CI TC's Spring 2011 Digital Guide. Two
pages explored the destination,while one page each went to the Hyatt Regency Huntington
Beach Resort&Spa; Shorebreak,a Joie de Vivre Hotel;and Waterfront Hilton Beach Resort.
The Digital Guide allowed us to include a Huntington Beach photo gallery,a link to
www.surfeityusa.com and a link to request a mailed copy of our official Huntington Beach
Visitors Guide.The Digital Guide had a distribution of t million in the US and 500,000 in
Canada.
. •- I
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 201o/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Leisure Market Advertising (continued)
For the third consecutive year,the
HBMVB collaborated with the Hyatt " unwinG
Regency Huntington Beach Resort& w
Spa; Shorebreak,a Joie de Vivre
Hotel;and Waterfront Hilton Beach —
Resort to produce a two-page inside
cover spread for the 2010/2011 edition T
of Canadian Traveler's America You s r
to Discover, i the Offic al US
3
Destination Guide for the travel trade
in Canada by the US Travel
Association's Discover America
Canada Committee.
no
Group Market Advertising
For the first time,and with the input of our hotel/motel partners,the
HBMVB ran ads in publications catering to the group meetings
market. A full-page ad in the March 2011 Smart Meetings magazine
reached 40,000 meeting professionals nationwide. The ad featured '
all four Huntington Beach conference-ready hotels: Hotel Huntington =_
Beach; Hyatt Regency Huntington Beach Resort&Spa; Shorebreak,a = _
Joie de Vivre Hotel; and Waterfront Hilton Beach Resort. -
Surf MY USA ,
A half-page ad also ran in the following
wN.nyw uN1w
I '�.NI•:...g�4NutiMybnM.M publications:
Successful Meetings magazine
May 2011(72,000)
. .�...,. . • Meetings&Conventions magazine
_ ..� May 2011(60,000)
• Southern CA Meetings magazine
Spring 2011 (9,500)
• c • m ..
HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oio/n Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Publications & Collateral
Huntington Beach Visitors Guide
The HBMVB revised its official Huntington Beach Visitors Guide distribution strategy in
fiscal year 2oio/2oii. Approximately one-quarter of the too,000 guides printed were used
as lure pieces out-of-market domestically in the United States and internationally in the UK,
Germany and Australia. Three agencies,Black Diamond(UK/Ireland),MSi
(Germany/Austria),and Gate 7(Australia/New Zealand),marketed Huntington Beach on
behalf of the HBMVB. All three agencies are the official in-market agencies for the
California Travel and Tourism Commission.The HBMVB also provides Visitor Guides in
bulk for conferences and other groups holding overnight events in Huntington Beach.
Additional Visitor Guides are distributed at the Orange County and Los Angeles airports and
in visitor information racks throughout Los Angeles and Orange Counties. The remaining
guides are primarily distributed in-market via Huntington Beach lodging properties,local
retail and restaurant locations,the HBMVB office,and the official Visitor Information Kiosk
operated by the HBMVB at the Huntington Beach Pier.
The HBMVB returned to its previous publisher,
HUNT`N T N BEACH Striker Media,to publish this 76-page guide that
incorporates an upscale,modern Surf City USA®
feel. The Visitor Guide featured sections on the
.O. Beaches of Surf City and Surfing,which
OwO included articles on"Steps to Surfing,""Surf
.j + Speak iot,"the Hurley US Open of Surfing and
downtown surf culture attractions,as well as a
c section on local sustainable tourism activities.
The HBMVB is especially proud of this year's
cover,which depicts a multi-ethnic family
enjoying a quintessential HB sunset and bonfire
on the beach.
i
.&4
The HBMVB also undertook a one-day photo shoot in March 2oii to obtain cover images for the
Visitors Guide and Visitor Map,along with additional images for use in print and online
marketing and sales collateral projects. These images were used to brand and sell Huntington
Beach as an overnight destination.
HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 201o/1i Annual Report
For Fiscal Year 2o11/12 Operating Budget Request
Publications & Collateral (continued)
Huntington Beach Visitor Maps
The HBMVB published 200,000 official Huntington Beach Visitor Maps in June 2011,
primarily for distribution in-market at Huntington Beach lodging properties and other local
distribution points,including the Visitor Information Kiosk at the pier.Additional
distribution took place at the California Welcome Centers in Barstow,Oceanside,Oxnard,
and San Bernardino;the Ontario,Los Angeles and Orange County airports;and visitor
information racks throughout the Los Angeles County region. The Visitor Maps also enjoy
limited out-of-market distribution internationally,and have been hailed by local concierge
and customer service personnel as excellent tools for assisting visitors and residents.
HUNTINGTON 7C %,%
BE 8E
CAL ORNIA CALIFORNIA
0i 1a81TGllt MM OFFiCIAI.Na1TORS MAP
Huntington Beach Dining Guide
DINING GUIDE
The HBMVB and Huntington Beach Restaurant Association reprinted
to,000 Dining Guides in summer 2010 with local distribution through
hotels and motels,and the Visitor Information Kiosk at the pier.Additional40
copies are supplied to meeting and conference groups as requested. In
2012,the HBMVB plans to produce a new,magazine-style Dining Guide
concept that is more inclusive of local restaurants.
I ,
SURF CITY USA
., ._
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 20lo/i1 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Publications & Collateral (continued)
Steps Toward a Sustainable Huntington Beach
The HBMVB was proud and excited to produce Steps Toward a - —-- —
Sustainable Huntington Beach,thanks to the efforts of its
Sustainable Tourism Committee. This publication was two years
in the making and includes guidelines for local businesses,
restaurants,hotels,residents and visitors that will help instill a ,
culture of sustainability in the city via education,rather than
certification. The Hyatt Regency Resort&Spa;Shorebreak,a
Joie de Vivre Hotel;and Waterfront Hilton Beach Resort created
customized covers for the publication that detail their in-house
sustainability efforts and now distribute these customized
publications to guests and potential meeting clients. In addition, HUNTINGTON BEACH
copies of the publication have been requested for use in the
classroom at Golden West College and for educational seminars
and meetings with local environmental organizations. In May
2011, Destination Marketing Association International(DMAI)
requested that we submit an article detailing the process used to
create the publication for their Destination Marketing Monthly e-newsletter,which is
accessible by over 2,80o DMAI members in 65o destination marketing organizations in over
30 countries. DMAI stated they know of no other destination marketing organization that
has created a sustainable publication of this detail and caliber.
HBMVB Annual Report
For the first time,the HBMVB published an Annual Report for fiscal
year 2009/2oio. This 51-page report gave an overview of the year's
accomplishments in such areas as advertising,publications&
collateral,online marketing,social media,familiarization tours,
public relations,travel trade&leisure marketing,and meetings&
gap-
group marketing. It also gave an update on visitor information
statistics from visitor centers at the HB Pier and on Main Street,as
well as summaries of special projects such as National Tourism Week
and the Surfboards in the Sand Centennial event.
•.�-
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Online Marketing
The HBMVB continued to make enhancements to its official website www.SurfCityUSA.com and
to its social networking pages on Facebook,YouTube,and Twitter. In July 2011,the HBMVB
launched an updated design for www.SurfCityUSA.com. This new design will be easier to
navigate and more enticing to potential visitors. Below are mockups of the website homepage
and an interior page.
TTT
In addition to the website redesign,other web-based projects for 2oll and 2012 include Google
Maps integration;creation of landing pages and content upgrades for Weddings,Meetings,
Families,Surfing and Sustainability;new group meeting and leisure Pay-Per-Click campaigns;
updated Search Engine Optimization; a redesigned Calendar of Events;and a mobile website.
o
HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oio/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Online Marketing - Social Media
Facebook
In March 2011,the HBMVB moved its Facebook page to www.facebook.com/HBSurfCityUSA.
In less than 3 months,in part thanks to an innovative marketing campaign and sweepstakes,
this page gained over 1,300 fans and 400 check-ins. Updates are posted regularly and include
links to current and upcoming local events,links to news and articles about HB,and interesting
tidbits about the community. The page gives Huntington Beach fans a place to converse,share
memories and ask questions about their visit.
Nuntinptm eeedi ::LL
®�wrfw.e
w�
_•E
g.� "low
.�wra
In addition to posting on HBMVB's Facebook page, Surf City USA updates are regularly posted
to other related Facebook pages:
• Huntington Beach(non-affiliated page;45,636 fans)
• Anaheim/OC Visitors Bureau(17,534 fans)
• Visit California(14,921 fans)
• The OCeanfront(2,944 fans)
• HB Downtown(879 fans)
• Huntington Beach hotel and restaurant pages
Throughout 2011,the HBMVB is conducting three Facebook campaigns/sweepstakes to
increase the number of fans on the page,the number of subscribers to the e-newsletter,and
awareness of the Facebook page. The first campaign,targeted toward family vacations,ran
March—May 2011 and included a three-night stay at the Hyatt Regency Huntington Beach
Resort&Spa. This first campaign resulted in 6,44o entries and over 3o new"likes"per day.
The second campaign,targeted toward active vacations,ran June—August 2011 and included a
three-night stay at the Shorebreak Hotel. The third campaign,targeted toward romantic
vacations,ran August—September 2oii and included a three-night stay at the Waterfront
Hilton Beach Resort. All prizes also included airfare,car rental,select activities,gift cards for
use at local restaurant and retail locations,and a Huntington Beach Welcome Bag.
• • m '.•
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oio/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Online Marketing - Social Media (continued)
Twitter
In 2011,the HBMVB also moved its Twitter page to www.twitter.com/HBSurfCityUSA. At the
same time,the layout was redesigned to meet the new Twitter design standards.
® Huntington Beach,CA raw«HunW Won a aa,.CA
NM9µM n
Mnwl.xJYM1ymb.m N
.Wau su.f,lxd.6,+i°Rw�oYR -� •�•^, � •••. '/rvM•
YouTube
The HBMVB continued to post videos to the Surf City USA YouTube Channel at
www.YouTube.com/HBSurfCityUSA.With 26 videos uploaded this year,the channel currently
has 3,833 channel views and 24,49E video views.
The most popular videos are
i. Pro Surfer Kelly Slater shoots the Huntington Beach Pier!
2. Nia Peeples on Surfing and Huntington Beach
3. Corky Carroll HB Version
4. Peter Greenberg with Courtney Conlogue in Huntington Beach
5. Here in HB—Andy Irons Memorial
m a�
BE `�
tA
L
`p—q na
A c •
HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Familiarization Tours
The HBMVB uses a variety of tools and tactics to communicate with the media and travel
industry. Establishing and maintaining relationships through email,phone and personal
interaction is a core component of successful client relations.Throughout the year,travel
industry professionals and media with secured assignments are invited to experience the
destination first-hand via Familiarization Tours(aka"FAMs") coordinated by the HBMVB with
the support of local partners. Our marketing team designs customized FAM itineraries matching
the individual interests and needs of each FAM group/guest.
The HBMVB has hosted 31 media and travel trade FAMs since July 1, 2olo,with more than 298
guests,including over 70 journalists, from domestic and international print and online
publications. Participants in the FAM tours came not just from the United States,but from all
over the world,including Italy,Germany,Australia, Latin America,the UK,New Zealand, and
France. With the aid of the California Travel and Tourism Commission and our partners,the
HBMVB had the honor of hosting 70 tour operators and media in the Alitalia Italian MegaFAM
Finale in December 2010,celebrating Alitalia's resumption of direct flights from Rome to LAX.
I
German media FAM with pro surfers and HB business
owners Bud Llamas and Rockin' Fig in March 2011
M t
Air New Zealand FAM participants while learning to stand-up paddleboard
from Rocky McKinnon in Huntington Harbour in May 2011
�_
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oio/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Familiarization Tours (continued)
UK SuperFAM
In October 2011,the HBMVB won the honor of
hosting the California Travel and Tourism
Commission's UK SuperFAM Finale. Over two
activity-filled days,72 travel agents and media
experienced the best of Huntington Beach. '
Along with a California Supplier Roadshow,the
educational Super-FAMily Fortunes game show,
a Surf City USA beach party, "Taste of
California"buffet at the Hyatt Regency Resort&
Spa, and"Chill Out"party at the Shorebreak,
participants also had the opportunity to go bike
riding along the beach,take a historical walking
tour of downtown HB,go on a Segway tour with i!
GW Tours,learn how to surf with Toes on the - -
Nose,go stand-up paddle boarding in
Huntington Harbour with Rocky McKinnon,do H
yoga on the beach,and of course,go shopping
in downtown HB!
.�....«... ...�err .....
rbYYN.{i� ...�rA•uw.irvvn.... _ yrar�.rJl,�' - _�
IW 4
HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2olo/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Familiarization Tours (continued)
Australian media FAM participants enjoy a gondola ride in Huntington Harbour with Sunset
Gondola and brew their own beer at Brew Bakers in May 2011
Public Relations — Media Receptions
The HBMVB's communications manager,Madison Fisher,has participated in three California
Travel&Tourism Commission Media Receptions since September 2olo. These cocktail
reception-format events receive an incredible mix of high-level media,including representatives
from the Huffington Post, Travel Age West,Bon Apetite,LA Times,NBC's"Today"show, Conde
Nast,NYPost,NY Times,Smart Meetings,San Francisco Chronicle, and Sunset Magazine.
In September 2010,Madison attended the Los
Angeles Media Reception, where she met with 24
journalists. In February 2011, Madison attended
the San Francisco Media Reception,where she met
with 62 journalists. And in March 2011, Madison
attended the New York Media Reception,where
she met with 28 journalists.
�. .
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oto/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Public Relations - Selected Press Clips
Following are selected press clips from September 2010 to June 2011. The estimated ad
value equivalency for press coverage during this time is $350,000.
Daily Express
U.K. Newspaper
a er
Saturday, February 12, 2011
Circulation: 623,689
Ad Value Equivalency(AVE): $51,975
7
west coast tour is Grand destination of
perfect escape Caesars and Duke's
HmnN een MW41.r*
y
..NGY!'If IOIWNarnWy krkemaMe £2&T
_ save --�=_
npwgrae!;w.w uum ro
2200
ME
...mom.
mow.
.�,o..enw..n..
•,�_
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2ou/12 Operating Budget Request
Public Relations — Selected Press Clips
F
Smart Meetings
March 2011 . etingS
3-page spread
Circulation: 34,000 The Intelligent Way to Plan
AVE: $18,870
Art 'i,iay iistening-.
How W be heard by top brew
ONLY IN CALIFORNIA I
u•vre.wr�rae.an.rm•r. �, .
4�rvn
��il vMYNNTr`.y"a
• c • m •. •'
HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year zoio/n Annual Report
For Fiscal Year zoii/iz Operating Budget Request
Public Relations — Selected Press Clips
After Disneyland, it's
Back to the Beach
Uncover
Manhattan
i C
��
Up! WestJet Magazine
May 2011 '
11-page spread
Circulation: 714,000
AVE: $85,041
-. •
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oto/11 Annual Report
For Fiscal Year 2ott/12 Operating Budget Request
Public Relations — Selected Press Clips
Westways
October 2010
Circulation: 3,919,911
AVE: $43,390
et
lfestwa
THE MAGAZINE FOR. O CLUB MEMBERS
1
DayTrip
WN:n4M ..IxM,iwl.�mA...
.Jf wMMIW..MIUM bFkr°MI.CeM
^T eu"MTn.WµrkrNYnOn
Huntington )
Beach
_ A 1
' IiJ'vl 5'_! ILL JLI wm�:.a. 21 Al
�( .MNb W,Mmq.rrm mJr,anJ
�. .. F tw.,.eiewr,n SPW^��n�unw`wrn.xm..
(':N u[,I,..b4Mv,aq„ni Uw bmvwlmJ
Wnm.ln Wmp
ma.Q..w.,,n�oyq 1
PLAY;
wrmn+�
s,.p.raee,a�.nm,mn�:+nHmum.ew. I
eu<p,�..wlWnEwih nMNe
xwanp N ncmm:I+w,rYw Ounn,r�nin
EAT°,'w pe,YNq w:uk I
rmh'^�,rtl^'+,�:P�•.u+4Niwd��rcMs+.mmW twrgE.rin..Bwv.K s+].V.ukm�r«^ I
IN ur.W. ...�.. u.
E
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2olo/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Public Relations — Selected Press Clips
ICA America
German magazine
February 2011
ZW
P I �
„"fir ;. � :•$'e y r
n.a..Mx
�_y.,a. •w.utrwwss nrra rrb..+f
a
A . c o m . �_ 1
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oto/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Public Relations — Selected Press Clips
Dog Fancy
September 2010
Circulation: 236,745
AVE: $2,736
VICTORIA STIL • • . ,
L *d,
n
IQ THE 1 ,1
11[ MAGAZINE I
♦ r•
DOGTOWN
40
USA
1HOME - MUTT
MYSTERY
SOLVED oor�hh er
_
DNA contest �`"a�r'g
Wills r
uereP lw
ONM
• _IES
n./r.✓..r.. wT IaN..n4.Li a.. e�Ne.Yap
YI AV Y�M.MrY. w e.eneraYAu
wawa 4M[Mw.N+♦
r� rwiw wwr:Pen�,
EMQZWC3=6
PORTABLE PA1
rr.r� r�rr.r
4r
es1r• uMlYym uY. r
r.rr.r. rra�
YNVr.�a
u...mww wwe >.x.Ne.Ya� r.Y...Y�`•
V erYr�i My.wl.w.n. Y�rw.m
ua.Ytifwn r.rY+. r
YYMwMYw..MY
i<� .sswir.IW r.A.�rrr
w�
-
Y.re�.Y.1
.� wr
r w�a
ue.sepr, n.�wm.rm .eYw.r.is+
.err .r r..... w...w+. ..e...wr.
• m �.•�
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Travel Trade and Leisure Marketing
The HBMVB continued its international travel trade and public relations agency representation
agreements in the UK,Germany and Australia.
Australia Roadshow
Accompanying the California Travel and Tourism Commission(CITC)in October 20i1,Vice
President of Sales&Marketing, Bob Wentworth,represented the HBMVB in Australia for
C1TC's annual Australia Roadshow. During this 5-day trip,Bob traveled to Melbourne,Sidney,
and Brisbane. In Sydney,he held one-on-one appointments with the top to Australian and New
Zealand tour operators and wholesalers. Bob also participated in the Destination Marketplace
and Reception,where he gave a presentation featuring Huntington Beach to a total of boo travel
agents and media.
International Pow Wow
In May 2011,Bob Wentworth,VP of Sales&Marketing, and
Madison Fisher,Communications Manager,attended the US n
Travel Association's International Pow Wow in San Francisco. In
just three days of intensive pre-scheduled business appointments, �r A
more than i,000 U.S.travel organizations from every region of the
U.S. (representing all industry category components),and close to
1,500 international and domestic buyers from more than 7o
countries,conduct business negotiations that result in the p
generation of over$3.5 billion in future Visit USA travel. HBMVB
conducted 4o business appointments with travel wholesaler and �J
receptive tour operator contacts,and met with 42 domestic and
international journalists.
• c . m . -
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2olo/1i Annual Report
For Fiscal Year 2011/12 operating Budget Request
Travel Trade and Leisure Marketing (continued)
2011 California Cup
After hosting last year's successful California Cup Golf Invitational,which the HBMVB won the
opportunity to host,the HBMVB was invited to participate in this year's event held in
Sacramento and Sonoma County. Each year,the California Cup attracts the most influential
decision makers within premier domestic and international tour companies and airlines,as well
as select travel media,to inspect area tourism products and experiences. Senior level,primarily
international travel trade and media representatives,attend from various countries throughout
the world,including Australia, France,Germany,Scandinavia,South Korea,the United
Kingdom,and the United States.
This year,the HBMVB was represented
by JD Shafer,General Manager of the
Waterfront Hilton Beach Resort. His
team,USA II(one of two United States
teams),won this year's coveted
California Cup.
2011 UK Sales Mission
In July 2011,HBMVB Vice President of Sales&Marketing,Bob Wentworth,and
Communications Manager,Madison Fisher,spent a week in London for media and sales calls.
Working with the HBMVB's local agency,Black Diamond,they showcased HB products and the
destination to top-notch London travel trade and media. They also worked the Visit USA Media
Marketplace and attended the Visit USA Ball,which is considered"the"event of the U.K.travel
industry calendar.
•.�-
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oio/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Travel Trade and Leisure Marketing (continued)
Western Canada Sales Mission
As a direct result of last year's increased B.I.D.funding,Madison Fisher represented the
HBMVB on its first Western Canada Sales Mission with the Anaheim/Orange County Visitor&
Convention Bureau in April 2011. Western Canada is a key market for Orange County. Last
year,1.2 million Canadians visited California and approximately 7oo,000 came to the
LA/Orange County area. After Mexico,Canada is the number one international market to
Orange County and Canadians rank as the number one overnight visitor with an average length
of stay of 6 nights. The five-day tour stopped in five cities throughout Western Canada,
including Vancouver,Calgary,Edmonton,Victoria and Coquitlam. The HBMVB was the only
beach destination and the only visitors bureau in addition to Anaheim to attend this event,
which garnered us a great deal of attention. During the trip, Madison met with 514 agents in
four call centers,presented at four trade shows,and attended a reception to network with key
contract managers and decision makers from various buyers and wholesalers.
t
Madison Fisher,HBMVB Communications Manager,and
the entire Western Canada Sales Mission delegation
Group Meetings Marketing
In February 2011,as a direct result of expanded B.I.D.funding,the HBMVB hired its first
Director of Sales,Christopher Anderson. With Christopher on staff,the HBMVB had the ability
to attend more group meetings trade shows than ever before. In addition,in April 2011,the
HBMVB implemented its first Customer Relationship Management(CRM)system,Sugar CRM.
Sugar CRM is a web-based tool that allows the HBMVB to better serve its clients,manage sales
leads, and improve tracking of the HBMVB's marketing and sales efforts.
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 201o/il Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Group Meetings Marketing - Trade Shows
Ca1SAE Seasonal Spectacular
The largest association industry tradeshow on the West Coast, Ca1SAE's Seasonal Spectacular,
attracts more than i,000 association professionals and industry suppliers to Sacramento for a
one-day educational event and trade show. In December 2oio,Bob Wentworth and Nicole
Llido attended for HBMVB's second year. Partners Carmela Buenrostro from the Hilton
Waterfront and Enrique Paulo from the Shorebreak also worked the booth. 58 attendees
dropped their business cards,along with three RFPs(Request for Proposals),by the booth
during the trade show.Ca1SAE is the California Society of Association Executives.
Smart Mart
For the first time,the HBMVB participated in Smart Meetings magazine's Smart Mart trade
shows in San Francisco,Scottsdale and Denver. These one-day,appointment-based events are
held in key cities throughout the Western United States. Bob Wentworth attended the San
Francisco show in January 2011,where he met with 15 qualified meeting professionals. As a
result of this event,one group booked for $85,000 in room revenue. Christopher Anderson
attended the Scottsdale show in March 2011,where he also met with 15 qualified meeting
professionals. As a result of this show,one group is currently prospecting for$200,000 in room
revenue. Christopher also attended the Denver show at the end of July 2011.
Destination California
The HBMVB also attended Destination California for the first time in May 2011. Sponsored by
Successful Meetings and Meetings&Conventions magazines, Destination California is a three-
day,appointment-based event that brings together California destinations and qualified meeting
professionals who are looking to do business in the state. Represented by Christopher
Anderson,the HBMVB had 26 appointments. As a result of the show,three groups submitted
RFP's for a total of$135,000 in room revenue.
Destination Showcase
In June 2011,the HBMVB also attend DMAI's Destination Showcase in Chicago for the first
time. This show is only open to destinations within the United States and allowed the HBMVB
to reach a new market for meetings professionals. During this one-day show,Christopher
Anderson had 3 appointments and received one RFP for a room revenue potential of$8o,000-
$100,0o0.
Affordable Meetings West
HSMAI's Affordable Meetings West,held in June 2011 in Long Beach,provides a cost effective
way to meet the almost i,000 meeting planners in attendance. HSMAI is the Hospitality Sales
and Marketing Association International. Booth partners included Brad Bosak and Chandra
Sweeny from the Hyatt Regency Huntington Beach Resort&Spa; Carla Dispalatro,Director of
Sales,and Enrique Paulo,Sales Manager,from Shorebreak,a Joie de Vivre Hotel; and Carmela
Buenrostro,Sales Manager,from the Waterfront Hilton Beach Resort.
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 20io/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Group Meetings Marketing — Campaign
With the help of a City of Huntington Beach Redevelopment Agency loan of$50,000(to be paid
back by 2013),the HBMVB continued an extensive Meetings Marketing Campaign to promote
Huntington Beach to the business meetings market.The Meetings Marketing Campaign
includes the following elements.
✓ Website: Redesign and update of dedicated meetings micro-site www.MeetInHB.com
✓ Online Marketing: Google Pay-Per-Click campaign focused on meetings
✓ Printed Meetings Collateral:T ri-fold destination folder with inserts about each of
the conference hotels,to be used as a destination sales kit
✓ Print Advertising: Full page ad in March 2011 Smart Meetings magazine;half page
ads in May 2011 Successful Meetings and Meetings&Conventions magazines; half page
ad in Spring 2011 Southern CA Meetings magazine
Enter Keywords iAnt c CSn•n/Saw:
f
Win veOe MNYpe Wia Paaa
M Ch,Q sion rene yLgly 4,a Q omma sueeiier ure¢on Value Daces
r� <q�y,f� an�r d��n na ioel rrt Lgptai(y�
Huntington Beach Offers A Corporate Business
Meeting & Fun-in-the-Sun California Retreat Location
• Looking for the city with the perfect balance of business and Pleasure for your next
m corporate business meeting or retreat in California?
Huntington Beach is more than just a•fen place"to meet and greet;It's an �-• °h'
• environment that breeds dear thoughts,creativity and unique ideas.
When you think"Meetings,"think Huntington Beach,California.
ror events ranging from sales meetings to out-of-office strategy sessions,Surf any
USA offers an inviting set of perks,including:
• State-of-the-art California meeting facilities and fir-tes
• Easy Transportation:3 major airports nearby(LAX,SNA,LGB)
• year-round comfortable weather&picturesque ocean settings
--yd • Safe and lively downtown&nightlife
m Nearby attractions sucli as Disneyland&linc,Ws Berry Fame
• Speoal team building activities:sand-castle building,surfing lessons,etc.
• Delicious West Coast cuisine and trendy shopping
Ready to surf on over to Huntngton Beach?Fill out the RFP form online or request
m our hI t.,to start planning your corporate business meeting
or Caifomia retreat to the one and only Surf Gty USA!
a
• m �. s-
HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Huntington Beach Visitor Information
The Huntington Beach Visitor Information Kiosk at Pier Plaza continues to serve visitors and
residents seven-days-a-week throughout the year. Upgrades to the Kiosk this year included re-
painting the exterior and installation of a new phone to make the Kiosk part of the HBMVB
office phone system. In 2012,the HBMVB plans to install a new window over the front counter
to stop water leakage and reduce incoming wind/dust, and mount the computer
monitor/keyboard on the wall for better access by employees and visitors.
Visitor Information Kiosk Inquiries
(June 1,2010-May 31, 2011)
Total Walk-ups 32,168
Hotel Information 238
Restaurant Information 1,673
The HBMVB also continues to serve as a weekday Visitor Center at its Main Street office.
HBMVB Office Inquiries
(June 1,2010—May 31, 2011)
Total Walk-In Guests 3o6
Information Phone Calls 663
Info@SurfCityUSA.com Email Responses 202
National Tourism Week
To help raise local awareness of the positive impacts of Touris;ig
tourism,the HBMVB again rallied the Surf City USA
hospitality community to celebrate National Tourism for Hu :
Week in May 2011.With over$340 million in visitor Beach
spending throughout the city in 2010,it is clear that tourism works for Huntington Beach.
Working with the HBMVB's Advocacy Committee,staff
coordinated the following initiatives:
• Presented a Faces of Tourism video at the May 2°d City Council Meeting,where Mayor
Joe Carchio presented the HBMVB with a National Tourism Week Proclamation
• Placed a"Tourism Works for Huntington Beach"banner highlighting the number of
tourism-related jobs in the City and tourism-related tax revenues to the City above
Main Street at Orange Ave
B,EAc National Tourism Week May?-,s, 2w,
�^R„ I---h nl Works for Huntington Beachl
• •�•� 4MAIN•SMAKMONN VSRORSPFNOMO-$9MIlLON M LOCAL TAXREVOW
WWW A com •-
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2oio/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Huntington Beach Film Commission
The Huntington Beach Film Commission launched in March
2011,with the aid of a$25,000 grant from the City of �-IUNTINGTON'"
Huntington Beach Redevelopment Agency. The goal of the Film BEA C H
Commission is to increase awareness of Huntington Beach as a
viable location for film production,thereby increasing revenue
to the city. FILM COMMISSION
AhnHuntingtonseato.(on)
Briton Saxton,
Film Commissioner,and Madison Fisher,
Communications Manager,attended the Film
Commission's first trade show,AFCI Locations
Show at The Walt Disney Studios in Burbank,
California. AFCI is the Association of Film
Commissioners International. The Locations
Show brings over 2,2oo attendees and 300
film commissions from around the world to
Southern California for a three-day education
and trade show event. 223 attendees stopped
HBNS(INBiBN BEACH FltM COMMISSION by the booth,giving the Film Commission a
jump-start on contacts in this new market.
2011-2012 projects for the Film Commission include:
✓ Redesign of website www.FilmHuntingtonBeach.com(see below)
✓ Development of extensive HB film locations photo gallery on website
✓ Production of ad for AFCI's Locations Magazine
✓ Update of Quick Reference Film Huntington Beach Guide
✓ Creation of Green Filmmaking Guide and HB Filming Resources Guide
✓ Expansion of HB photo gallery on the California Film Commission website
✓ Social networking video contest"Why I Love HB"
r
M�5411 I MNM WG bNlfNir^n'Ml. •••••-•
HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year zoio/ii Annual Report
For Fiscal Year 2011/12 Operating Budget Request
HBMVB Office Improvements
With the aid of last year's increase in B.I.D.funding,the HBMVB completed office renovations
to accommodate the hiring of a new Director of Sales,Film Commissioner and Office Manager.
Within the existing office footprint,we expanded from five to eight workstations. Renovations
included painting of the entire office,new carpet in three of the enclosed offices,and a new
phone system that brought the off-site Visitor Information Kiosk's phone into the loop. A small
kitchen/mail center was also installed,along with an upgraded photocopier and postage
machine.
HBMVB Staff
i
Steve Bone Bob Wentworth Christopher Anderson Madison Fisher
President&CEO VP,Sales&Marketing Director,Sales Communications Manager
'P w
ce4i o H�
Nicole 11ido Briton Saxton Jamila Tahir Kelly Evans/Kevin Keller
Visitor Services Manager Film Commissioner Office Manager Visitor Information Kiosk Staff
Huntington Beach Marketing&Visitors Bureau
301 Main Street,Ste. 208 HUNTINGTON
Huntington Beach, BEAC
(714)969-3492 or(800)SAY-OCEAN
EAN
info@SurfCityUSA.com
www.SurfCityUSA.com CALIFORNIA
Visitor Information Kiosk MARKETING & VISITORS BUREAU
325 Pacific Coast Highway SurfCityUSA.com
Huntington Beach,CA 92648
•.•-
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
Looking Ahead
The mission of the Huntington Beach Marketing and Visitors Bureau is to market and sell
Huntington Beach's Surf City USA brand experience as the preferred quintessential California
beach destination leading to increased visitor spending and enhanced quality of life for
residents.
As you can see from the previous 26 pages,the HBMVB has had a historical and successful year
of building new foundations and increasing program breadth,as evidenced by:
• Publication of the ground-breaking Steps Toward a Sustainable Huntington Beach
• Publication of the HBMVB's first Annual Report
• Publication of the 2o11 Huntington Beach Visitors Guide
• Publication of the 2011 Visitor Map
• Redesign and launch of a new website,with the expansion of interactive content,on
www.SurfCityUSA.com
• Creation of an innovative social networking campaign designed to increase social
networking followers,subscribers to the e-newsletter,and awareness of the Facebook
page
• Hosting of over 31 media and travel trade familiarization tours(FAM tours)since July i,
2010,with more than 298 guests,including over 70 journalists,from domestic and
international print and online publications
• Participation in three California Travel&Tourism Commission Media Receptions
throughout the United States in New York,Los Angeles and San Francisco,allowing us
to sell Huntington Beach to such high-level media as the Huffington Post, Travel Age
West,Bon Apetite,LA Times,NBC's"Today"show,Cond6 Nast,NYPost,1VYTimes,
Smart Meetings,San Francisco Chronicle,and Sunset Magazine
• Participation in multiple domestic and international travel trade and leisure marketing
trade shows,including the Australia Roadshow,International Pow Wow,California Cup,
UK Sales Mission,and Western Canada Sales Mission
• Participation in multiple group meetings marketing trade shows,many for the first time,
including Ca1SAE Seasonal Spectacular,three Smart Marts,Destination California,
Destination Showcase,and Affordable Meetings West
• A group meetings marketing campaign that included:
✓ the redesign and update of a dedicated meetings micro-site
✓ the implementation of a Google Pay-Per-Click ad campaign
✓ printing of a tri-fold destination folder to be used as a destination sales kit
✓ print advertising in four top national meetings and conventions magazines
• Creation and launch of a Huntington Beach Film Commission
• Expansion of the HVMVB's personnel and redesign of the HBMVB offices to include a
new Director of Sales, Film Commissioner and Office Manager
• Service of almost 33,000 individuals via the Visitor Information Kiosk on Pier Plaza
With the accomplishment of these many projects,a number of which were brand new,the
HBMVB plans to use the 2011/2012 fiscal year as time to build upon the strong foundation of
2010/2011. The HBMVB will increase the depth of its current efforts to further advance its
mission of marketing and selling Surf City USA as an overnight destination.
•
HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2o1o/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
On behalf of the HBMVB Board of Directors and the Huntington Beach Hotel/Motel B.I.D.,we
ask that the Huntington Beach City Council adopt the resolution to renew City Ordinance No.
3569(proposed by Resolution No. 2002-69 on July 15, 2002 and adopted at a Public Hearing
held on August 5, 2002)to continue the current 2%Huntington Beach Hotel/Motel B.I.D.
assessment on overnight stays in the City of Huntington Beach. This continued assessment on
overnight visitor stays will allow the Huntington Beach Marketing and Visitors Bureau to
continue its sales and marketing activities on behalf of the City of Huntington Beach without
increasing the City's annual contract amount with the HBMVB.
Some of the enhancements to the HBMVB scope of work that will be made possible by the
continued Huntington Beach Hotel/Motel B.I.D.assessment will include:
• Augmentation of our current group marketing sales plan to include more top-quality
group meetings trade shows,as well as targeted sales calls,by our new Director of Sales
• Continued expansion of our international marketing efforts to include Canada as our
fourth inbound international market. Currently we have agency relationships and
marketing programs in the United Kingdom/Ireland,Germany/Austria/Switzerland,
and Australia/New Zealand.
• Continued implementation of Sugar CRM,the HBMVB's new Customer Relationship
Management(CRM)system,that will enable us to better serve our existing clients,
manage sales leads,and improve tracking of the HBMVB's marketing efforts according
to industry reporting standards from DMAI (Destination Marketing Association
International)
Restoration of the HBMVB's online marketing budget,which was reduced in 2009/2010
due to the downturn in revenues. 2011/2012 enhancements will include improved
Search Engine Marketing(SEM)and Google Pay-Per-Click ad campaigns,along with the
implementation of a mobile website;integrated Google maps; dedicated landing pages,
along with updated content,for Weddings, Meetings,Families,Surfing,and
Sustainability; and a redesigned Calendar of Events.
• Maintenance of an aggressive social media campaign to market Huntington Beach as an
overnight destination. New social media initiatives will include creation of a blog,an
"Around HB"video series,new Facebook sweepstakes,and a video contest.
• Maintenance of our budget for familiarization tours to bring more journalists
(international and domestic),travel trade professionals and meeting planners to
Huntington Beach
• Exploration of a new spring signature event
• Continued development of the Huntington Beach Film Commission,to include redesign
of the www.FilmHuntingtonBeach.com website;development of an extensive HB film
locations photo gallery on the website;production of an ad for the Association of Film
Commissions International(AFCI)'s Locations Magazine;update of the Quick Reference
Film Huntington Beach Guide;creation of a Green Filmmaking Guide and an HB
Filming Resources Guide;and expansion of the HB photo gallery on the California Film
Commission's website
• Publication of a new magazine-style Dining Guide that is more inclusive of local
restaurants
• Physical enhancement of the Visitor Information Kiosk at Pier Plaza
' • m '. •'
HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2010/11 Annual Report
For Fiscal Year 2011/12 Operating Budget Request
2011/2012 Proposed Operating Budget
INCOME
Projected Assessment at 2% S 1,401,284.00
TOTAL 8 1,401,284.00
EXPENSE
Personnel $ 271,454.00
Marketing $ 913,559.00
Legal/Miscellaneous $ 33,600.00
Third Annual Repayment Installment on $50,000 $ 11,000.00
Meetings Campaign Loan granted July 2009
Carryover/Reserve FY12/13 $ 171,671.00
TOTAL $ 1,401,284.00
Note: The boundaries of the improvement and benefit areas within the Hotel/Motel
Improvement District(which includes the City of Huntington Beach in its entirety)will not
change during the upcoming fiscal year.
Exhibit "B" - Resolution No. 2011-56
Huntington Beach Hotel/ Motel Business Improvement District Membership 2011-2012
Property Address city State Zip code
777 Motor Inn 16240 Pacific Coast Highway Huntington Beach CA 192649
Beach Inn Motel 18112 Beach Blvd. Huntington Beach CA 92648
Best Western Huntington Beach Inn 800 Pacific Coast Highway Huntington Beach CA 92648
Best Western Regency Inn 19360 Beach Blvd. Huntington Beach CA 92648
Comfort Suites 16301 Beach Blvd Huntington Beach CA 92647
Extended Stay America-Huntington Beach 5050 Skylab West Circle Huntington Beach CA 92647
Hilton Waterfront Beach Resort 21100 Pacific Coast Highway Huntington Beach CA 92648
Hotel Europa 7561 Center Avenue#46 Huntington Beach CA 92647
Hotel Huntington Beach 7667 Center Avenue Huntington Beach CA 92647
Howard Johnson Express Inn&Suites 17251 Beach Blvd. Huntington Beach CA 92647
Huntington Suites 727 Yorktown Avenue Huntington Beach CA 92648
Huntington Surf Inn 720 Pacific Coast Highway Huntington Beach CA 92648
Hyatt Regency Huntington Beach Resort and Spa 21500 Pacific Coast Highway Huntington Beach CA 92648
Ocean View Motel 16196 Pacific Coast Highway Huntington Beach CA 92649
Pacific View Inn and Suites 16220 Pacific Coast Highway Huntington Beach CA 92649
Shorebreak Hotel Huntington Beach 20042 Beach Blvd.,Ste.201 Huntington Beach CA 92648
Starlight Inn 18382 Beach Blvd. Huntington Beach CA 92648
Surf'n Sands Motel 1102 Pacific Coast Highway Huntington Beach CA 92648
July 2010
Res. No. 2011-56
STATE OF CALIFORNIA
COUNTY OF ORANGE ) ss:
CITY OF HUNTINGTON BEACH )
I, JOAN L. FLYNN the duly elected, qualified City Clerk of the City of
Huntington Beach, and ex-officio Clerk of the City Council of said City, do hereby
certify that the whole number of members of the City Council of the City of
Huntington Beach is seven; that the foregoing resolution was passed and adopted
by the affirmative vote of at least a majority of all the members of said City Council
at a regular meeting thereof held on August 15, 2011 by the following vote:
AYES: Shaw, Harper, Hansen, Carchio, Bohr, Dwyer, Boardman
NOES: None
ABSENT: None
ABSTAIN: None
qN&,M) e5�jv�
Ci Clerk and ex-officio Clerk of the
City Council of the City of
Huntington Beach, California