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City Council - 2011-74
RESOLUTION NO. 2011-74 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH APPROVING AN ANNUAL ASSESSMENT WITHIN THE HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT FOR FISCAL YEAR 2011-2012 WHEREAS, the Parking and Business Improvement Area Law of 1989, codified at Streets and Highways Code § 36500 et seq. (the "Act") authorizes cities to establish parking and business improvement areas for the purpose of imposing benefit assessments on businesses for certain purposes; and The City Council formed a business improvement area, the Huntington Beach Hotel / Motel Business Improvement District (the "District"), by the passage of Ordinance 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 §365.00,et seq; and The District's Advisory Board has prepared and filed with the City Clerk a report an "Annual Report/Operating Budget 2010-2011 Fiscal Year to Date" and "Proposed Budget for Fiscal Year 2011-2012" (collectively, "Annual Report"); and On August 15, 2011 , the City Council adopted a resolution declaring its intention to levy an annual assessment for Fiscal Year 2011-2012 as proposed by the District's Annual Report. NOW, THEREFORE, the City Council of the City of Huntington Beach does hereby resolve, determine and find as follows: SECTION 1. The City Council hereby approves and adopts 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 report 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. The City Council of the City of Huntington Beach hereby authorizes a levy and collection of assessments within the District for fiscal year 2011-2012 as proposed by the Annual Report. The amount of the assessment shall be 2% on overnight room stays and is to apply to all hotels and motel businesses in Huntington Beach as shown in Exhibit B. 11-2939/67180 1 hotel Resolution No. 2011-74 SECTION 4. This resolution shall take effect on October 01, 2011 PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 19th day of Set , 2011. a r REVIEW APPROVED: INITIATED AND APPROVED: P`Mpanager Director o co Development APPROVED AS TO FORM: City Attorney 11-2939/67185 2 downtown HUNTING TON ON " CALIF NIA .- MARKETING & VISITORS BUREAU SurfC tyUSAd com Huntington Beach Marketing and Visitors Bureau Fiscal Year 2010/11 Annual Deport xB -383- Item 12. - 7 HUNTINGTON BEECH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2oii/i2 Operating Budget Request Table ®f 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 ® -®- Item 12. - 8 HB -3 84- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio f iiL 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 2 010/11 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 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 1 _ Commission(CTTC)with 500,000 copies distributed annually - and more than ioo,000 downloads of the digital version from www.visitcalifornia.com. - - -5Y 11 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 51,100 reprints of the official California Visitors Guide in Australia, Germany, Mexico, Brazil, France, India,UK, China, Japan, and Korea. - gutl Ctbl SO _ M.ertNra beuiNYX � � _ Ceneenrfaxrnceeleb - n4wXue bpeYe _ •- .y_, pebbr4enWglanT, .- $(`. 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' .me Wit"' 4t6�sn:�X1.cClfei tllrtaQ b81YN aanYna aaz;etasanxaeex evucexa:,�u 0 M' WItem 12. - 9 HUNTINGTON BEACH HOTEUMOTEiL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20go/i1 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 CTTC's 2010/11 US&Canada Cooperative Marketing Program insert. This insert had a total print circulation of 1.2 million. The multi-page supplement ran in the Z November 2010 issues of Travel+Leisure (150,000 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 17, 2010 edition), Toronto Star, and Montreal Gazette(ioo,000 each). ,^1Sx�„'BEACf�' As a bonus for participating in CTTC's 2010/11 US&Canada Cooperative Marketing Program insert, Huntington Beach received a 5-page spread in CTTC's Spring 2o11 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 1 million in the US and 500,000 in Canada. # ; OR i� xne.mee vwwr-euw I.oc.nv.am.ruc Mun<.xx Caumaxucour {^ M1n35 x<ussn.ry v.LM nxuus.mv'unuo � Hvr<urr<ry Nsncv r.,s vulxwn.uw raur<ux �• wue Ln..ffa,r f<.Nn>s+s.I..<.a..kelwa.a..LL 9y1� �' `�axs.wlwNri w.d PwW+a 1 r�A.rW�MnkaWAa'Re�4wluw�m. 6e.<+dd.e�.d.mx�adeelry f—d.x.<Nr•li.<.rd.,.l _ wr �k .fv vetl.<kaerleu ���' ...+.a.+�.,ra...i.. ,ss..,•w...a.•�:w.eera.x. BERCt f i@ r Item 12. - 10 HB -386- HUNTINGTON BEACH HOTELIM'JiOTEiL BUSINESS IMtPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ia 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 Regency Huntington Surf s _g y Beach Resort& 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 P of Canadian Traveler's America Yours to Discover,the Official US Destination Guide for the travel trade in Canada by the US Travel Association's Discover America _ Canada Committee. 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 ���� • .�fi,.a 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. — Q A XrM>` sort u{7!� �.�-x�-_�• ��► _ � - A half-page ad also ran in the following WI-1-1 think ti ",needngc'...thlnkHuntinglantKach publications: Successful Meetings magazine p.ka.>.wu..m.6..•ar..w> May 2011 (72,000) by....o e.ewM 1rye> "�. .,N.�Q� "�,m� �,�`a • Meetings&Conventions magazine May 2011 (6o,000) .N.�urIC,y11Q.m�__,v.bnhe.,}LpO.,:Q� Southern CA Meetings magazine Iw fi>e ybnwYp.ule.ns. �• Spring 2011(9,500) xB -387- Item HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ax Annual Report For Fiscal Year 2-011/12 Operating Budget Request Publications & Collateral Huntington Beach Visitors Guide The HBMVB revised its official Huntington Beach Visitors Guide distribution strategy in fiscal year 2010/2oll. Approximately one-quarter of the ioo,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, MEN N ISCA Striker Media,to publish this 76-page guide that surFccyusaoom incorporates an upscale, modern Surf City USA® ,,<,• °�JLo x, feel. The Visitor Guide featured sections on the W Beaches of Surf City and Surfing,which z� included articles on"Steps to Surfing,""Surf Speak 1oi, the Hurley US Open of Surfing and r downtown surf culture attractions, as well as a k } section on local sustainable tourism activities. _ .w. The HBMVB is especially proud of this year's cover,which depicts a multi-ethnic family en o n a uintessential HB sunset and bonfire j yi g q on the beach. 4 �M1 The HBMVB also undertook a one-day photo shoot in March 2011 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. Item 12. - 12 1113 -388- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oto/tt Annual Report For Fiscal Year 2011/12 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. HUNTINGTOOk HUNTINGTON BEAC �-��\q CALIF'O�NI_A C A L I F O R N ,� OFFICIAL VISITORS MAP OFFICIAL VISITORS NiAP r Huntington Beach Dining Guide FiVVTiV T VRFA Ti DINING GUIDE The HBMVB and Huntington Beach Restaurant Association reprinted - io,000 Dining Guides in summer 2010 with local distribution through hotels and and motels, and the Visitor Information Kiosk at the pier.Additional 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. .r HB -389- Item 19, - 13 HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 201o/ii 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 -7 Sustainable Tourism Committee. This publication was two years �?a - 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 17 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 T publications to guests and potential meeting clients. In addition, 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 2,800 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. HBA/1VB Annual Report For the first time, the HBMVB published an Annual Report for fiscal year 2009/201o. 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 & 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. BEAC.. Item 12. - 14 HJ3 -390-- 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 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 2oii,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. 1 - 1 r , _ *1 _ � `�]. .,.. AC� �•� Imo' 1 i r• tx !3fi:'y�- Hunnrt9ton Heach Acco d.1.ons •�r C tYa FM He V.a cma. In addition to the website redesign, other web-based projects for toll 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. ® ob 1113 -3 91- Item 12. - 15 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20io/i1 Annual Report For Fiscal Year 2o11/i2 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. k,- Huntington Bead)I ,.' ,' t - ------- ... did 1i121 c.wpav 6 aika aa,w.as,..,w � ' LMNAwwnnwe i - wro..vd+twm:m Wena Yce Ye - Ws1 Xy,PK.I->eN HvdV�6MM p E. 16fim.'CutTe Viri`„--j ® maa vkETh:lif i i ite]J>x;v 4ac¢ Hyy Bev6SA Cc/ KAilr w:uearb I i'�-� 'r+'e�.q�ixL Oldena Pear.. ' Dw 404 d.ckc 1,379 wvwr.es. � � 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 2oii 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 2011 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. HIS low Item 12. - 16 HB 92- HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/i1 Annual Report For Fiscal Year 2011/12 Operating Budget Request Online Marketing - Social Media (continu.ed) Witter 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 g t1 Pogow Huntington Beac CA on �HliS'r MtYUSA w.,wp�ar.n c,m�n I Twitter ,W - .,.,h,i•„�,r,o•,„<�,.:c-v rsl-aM..i�. L:ems,nnr wa,ms!,�,H�,a�a-•+r ji�e'� _y @.c•, 511 G4 S',uV t -ava 1-1 It . } gvfdn aw MUM^T^"BeW.Guaaa ! . Y,r� ti8"'.YllSA :GavwM ExBs.2Musxw�. , '�`,�,.. r�wue�rca«,canwc ams„eersax�+noo co e,re, - - - _':;g "•."� ro«raawncelomna mora iwma¢on Beac!fy'o::.,�r, - .3 - �AOo,d�F185urICy116R ... —. _ I�SurICIgUSA wry t,o..,�� 16,...63 178 a Y-m3, s THs M,m�ie+c,r NB"Tne Mnw!Taste NN:ev�a,6cadt r rW,.vy. iae.e -ha• Wtl,g Wec tles S,r�a.l fltnsBa,gvuJ'S,s.c4.r')Ga _ q ✓��� 11oD Iroal lNe Fs'M 16^J 4v4 TnNIO,e/erbne e',d akn6e Y.? - �� S+' tc tel alyo.rMerAs,o llte Vas.,'r R me",rrnv='F 4 You Tube 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 24,498 video views. The most popular videos are 1. 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 BEAC� oP�rh13011, = eiz'-'w�_ rm INN M Prafik �p��8�+eoew m.,.,u ear � -� — `�e�wn•me,eawawew..ae,e...x.e___. `'� HB -393- Item 12. - 17 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oao/ii Annual Report For Fiscal Year 2oii/i2 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, 2010,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. G is x { � S V German media FAM with pro surfers and HB business owners Bud Llamas and Rockin'Fig in March 2011 71- Air New Zealand FAM participants while learning to stand-up paddleboard from Rocky McKinnon in Huntington Harbour in May 2011 Item 12. - 18 HB -394- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20ao/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, rt"� participants also had the opportunity to go bike riding along the beach,take a historical walking 'v tour of downtown HB, go on a Segway tour with 1� GW Tours,learn how to surf with Toes on the Nose, go stand-up paddle boarding in Huntington Harbour with Rocky McKinnon, do yoga on the beach, and of course, go shopping - in downtown HB! -s a �yti w N d~• .'Pra*ep*awe :nxcirn"w -n,pprsn Onowe � n;mae4•rs p•v me er•,u:ierur ,- Qurram+•.aasvw,•rnMa.m.•cry, w•pe•'tmrrame'rrrmnx aurtry miser 4•-W i4..p.p.d�m'whan,a ywyi.M 4rya•dwwlA..r+aa..+d -e#i. >e•<ir'G✓r,M•.M ea'fa rBaf Marr pnm 6a..rb.nv0e.an n.V gdseiv adw0aw -. —._._..._. __..._, b•�%x94 '�'N� •N len imfn caeernatn.ey ye•.csw•I .• - fw D'.Nu+.par6�iv a.a2f ripd:.dwi dfWl 1'4i s" �' • uow4u m.mn4.uYa.rn9n• '� �rd.sr�H � TM _ "� �,a.4ner•.�,eer..nr.e. �. ;>�. �•.m.r,,,r�,a.ar:.a..d a.,k••s^'•'_t...pN..a�N..mw+,na• - - '- � AwY.r..a.enYwnr�rr o,ra�e :+�vh'�v�'�•nw•oumwv.. ��.:; .�� _ .eoe�«.,a�nenu.enNa ec, w...yn.a«...m.y .tn.w.yndeew.rrd.•mre.� A �^.�.. �R� �a, mara ao.rm.an.e:..: r..r.so.wo.m.....4wm.•...a, ac wdnamrwde u,a '�.`ii. — — 'npenrs.re�.v.+r«..+uw.w,.r• �c�.�'^_:-- _ �, �.-t� _ :+9�..r.:.a.a.,w•..s..e.-w,....�. .�.. ., __ ,.i:•.�, aa�.. v„:,e4.,rn sanum.e;.�.eT.n d, ' �I •o.ar<mna,.vamdw.�tnr.,u;•i,r >� -y�3�.r,"-. }i � i - .e..ar.ougry amyap. - 'Fe,.- ��,1�y$' •.ry w,ceer�•un,A«,¢vne�nrwn wpaN 'd mlce.trrs)ardtR'•9'r e - m]Iraea'e•::r 2�ty'hn'w,y soot:Lis: m I'm uarr�4mrwaO ds bw ' _ :�. �- - wa•Y poeaY,aeEn• / '••.f+radwovn•r,^'c.i� � <� �' � •rrona•nm Yw um la nn.y.�a..rt " _..__...._ �/y{I4J.Lw wu4ry.Y+.t t4.Wnrbr�Ala+edryV a wur a 'a T•'•'+fmf Nrll{a Y4✓.vr DaN ,vxtaW G4vemwM s�lw etl' � �.rh.t wm.Mwd+f FavnW.h L9zTiS•rnlhe M,c w. . rv..aw -^-•• _" _ •_ eckynesa•ape4.:..� • tt ravaY:'aaN fi wm,cor ud pr,rwuvonea�ly - - - - + i neamwn n. 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HB -395- Item 12. - 19 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ia Annual Report For Fiscal Year 2011/12 Operating Budget Request Familiarization Tours (continued) •i: 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 201o. 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,NY Post,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. Item 12. - 20 -396- 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 Public relations a 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 Saturday, February 12, 2011 Circulation: 623,689 Ad Value Equivalency(AVE): $51,975 rndrda#ton o �1Ncsos � ur;is sfiin- .K , P. sacs s r x � perfcctscape 3. 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I �,.. f"' -: 1 1 fair 11 � w� � I1 ��(( •,. _ l r �n _ k k � � r r � t I awe s ,YV VYj V,V3 L` M fC'�ftyUSA colmy y � p t, -�. 4 .�....�.. 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 Public Relations — Selected Press Clips Wes-tways October 2010 Circulation: 3,919,911 AVE: $43,390 ................ 4 21 THE MAGAZINE FOR AUTO CLUB MEMBERS` DayTrip t Huntington Beach J0 M, 51, Ift a repb,—r.on lh•A%? &nch V&-y1W1 Ov, • LEARN ztLke ki0,WN -hld ............ b.U:4 I.— h-3,4 PLAY:I,4 da.,fi——i•..l—"I'll thu H—ww—B-&pi.Q. —d'1=f— made P.=fz—d e.—P—Pc P�-.-—�d. In t i. - - -7 - Ere—dham abeach-,,&,and a Lwdl b"Sm.Lit you Pond'w aff-leash at mwfift"Do&sea&O.ft'vk C—t N'Awy Imp fcr*--h -c—a.. ,.ph--e t,g—M wins b.tl—L-� spiked X DW.Y —k-, a -M07, Item 12. - 24 H.B -400- HUNTINGTON BEACH HOTELIIVIOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/11 Annual Report For Fiscal Year 2-011/12 Operating Budget Request Public Relations — Selected Press Clips America German magazine February 2011 f- 4- 10 n _216 .-4 1=11-:1 17 1. xB Item 401- - Wl;e M HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20io/ice 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 U1C7IlRtXi`5t]LIN3=Lt�`�° 'a' � = i` w - - - - +� x. 1 its MUTT ���� �\:�� MYSTERY S4Li/ED other 21 Co d Ale n41 ah. 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WaiWa+e I9.ECL vol bel an�r.,o'L'+ � x¢ayc.ua,aavr..mm a«.,y.nnv 'aWxa¢[rroun itai- ¢uyiaa:a an l,rn-, 1 1 1 ®I e Item 12. - 26 HB -402- 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 i 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(CTTC)in October 2011,Vice President of Sales&Marketing, Bob Wentworth,represented the HBMVB in Australia for CTTC'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 10 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 700 travel agents and media. International Pow Wow In May 20n,Bob Wentworth,VP of Sales &Marketing, and Madison Fisher, Communications Manager, attended the US Travel Association's International Pow Wow in San Francisco. In '`1 just three days of intensive pre-scheduled business appointments, A C%q more than 1,000 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 70 ls:tLb.:+'.Wu countries,conduct business negotiations that result in the generation of over$3.5 billion in future Visit USA travel. HBMVB conducted 4o business appointments with travel wholesaler and VO receptive tour operator contacts, and met with 42 domestic and international journalists. � of a 1 . 5 0 xB -403- Item 12. - 27 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 Travel Trade and Leisure Marketing (continued) 2o11 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. 2o11 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. Item 12. - 2sz�8 HB -404- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2o1o/ii 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 700,000 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. -A C W C �' Madison Fisher, HBMVB Communications Manager, and the entire Western Canada Sales Mission delegation Group Meetings Marketing In February 2o11, 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. common HB -405- Item 12. - 29 HUNTINGTON BEACH HOTEUMOTEL 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 Group Meetings Marketing — Trade Shows Ca1SAE Seasonal Spectacular The largest association industry tradeshow on the West Coast, CalSAE's Seasonal Spectacular, attracts more than 1,00o association professionals and industry suppliers to Sacramento for a one-day educational event and trade show. In December 2olo, 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 - $100,000. Affordable Meetings West HSMAI's Affordable Meetings West,held in June 2011 in Long Beach,provides a cost effective way to meet the almost 1,000 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. © Item 12. - 3 0 HB -406- 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: Tri-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 A Enter Keywords i.Meet cN 0Shara J Sava A O o - • • • D • a. - D - • - D, - .o 41 Main Page Meetings Main Page T�et-+" RFP Submission Farm I Hotels Group Dinino I Supplier Directory Value Dates Why Choose Surf City i Services and Online Tool Kit i Contact Us 'a Y Huntington Beach Offers A Corporate Business ; rtY Meeting & Fnn-in-the-Sun California Retreat Location �+ Looking for the city with the perfect balance of business and pleasure for your next V " corporate business meeting or retreat in California? k- Huntington Beach is more than just a"fun place"to meet and greet;it's an environment that breeds clear thoughts,creativity and unique ideas. ?�^ When you think"Meetings,"think Huntington Beach,California. For events ranging from sales meetings to out-of-office strategy sessions,Surf City USA offers an inviting set of perks,including: .+3 ` P • State-of-the-art California meeting facilities and hotels • • • - i • Easy Transportation:3 major airports nearby(LAX,SNA,LGB) • Year-round comfortable weather&picturesque ocean settings :,; G Fi n • Safe and lively downtown&nightlife :3ardy ., � #, • Nearby attractions such as Disneyland&Knott's Berry Farm ,.> E Special team building activities:sand-castle building,surfinglessons,etc. .-: .B UT • Delicious West Coast cuisine and trendy shopping P��,..�.. Ready to surf on over to Huntington Beach?Fill out the RFP form online or request ��ff our free M-etino planner Guide to start planning your corporate business meeting or California retreat to the one and only Surf City USA! Mf e p ��®- • HB -407- Item 12. - 31 HUNTINGTON BEACH HOTELIMOTEL 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 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 Tourism Works tourism,the HBMVB again rallied the Surf City USA ,N A hospitality community to celebrate National Tourism for Huntiugt®n Week in May 2011.With over$340 million in visitor Reach 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: r , r • Presented a Faces of Tourism video at the May end 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 HUNTINGfON National Tourism Week May 7-15, 2011 SEA ® Ev7@119 ti CALIFORNIAR �®u0-�.5� �OS°sM7 �®�- Huntington Beachl swICtmm.com 4,OWJOM•SMMIUJONINVISITORSPENDING•S4MILUONM LOCAL TAX REWNUE • o.®- m py Item 12. - 32 HB -4os- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2olo/ia Annual Report For Fiscal Year 2011/12 Operating Budget Request Huntington Beach Film Commission. The Huntington Beach Film Commission launched in March r f-{UNTINGT4N 2011,with the aid of a$25,000 grant from the City of i Huntington Beach Redevelopment Agency. The goal of the Film nil Commission is to increase awareness of Huntington Beach as a viable location for film production,thereby increasing revenue BEAL1111 to the city. FILM COMMISSION filmHuntingtonEeoch.com 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 , l r 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 NUNIMN6i0N BEACH RLM COMMISSION_ by the booth, giving the Film Commission a '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" •,ti at, �'�'mm.._.. ....wow.......,.:`�...w....�..s.w�e. HB -409- Item 12. - 33 HUNTINGTON BEACH HOTEUMOTEL 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 HBMi 'B Office Impirovements 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. HBAIVB Staff J Haiti i Steve Bone Bob Wentworth Christopher Anderson Madison Fisher President&CEO VP,Sales&Marketing Director, Sales Communications Manager F * r 11NQv�cGTP t_SUACitl'OSA.coli Nicole I lido Briton Saxton Jamila Tahir Kelly Evans/Kevin Keller Visitor Services Manager Film Commissioner Office Manager Visitor Information Kiosk Staff Huntington Beach Marketing&Visitors Bureau U N T I N GTG N 301 Main Street, Ste. 208 Huntington Beach, CA 92648 (714)969-3492 or(800) SAY-OCEANBE info @ SurfCityUSA.com ` www.SurfCityUSAcom CALIFORNIA ; Visitor Information Kiosk MARKETING &VISITORS BUREAU 325 Pacific Coast Highway SurfCityUSA.com Huntington Beach, CA 92648 ® '..- Item 12. - 34 x6 -410- HUNTINGTON BEACH HOTEL/{MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBM"Fiscal Year 20io/g1 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 2oii 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 1, 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 Huffing ton Post, Travel Age West,Bon Apetite,LA Times, NBC's"Today" show, Conde Nast,NYPost,lVYTimes, 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 CalSAE 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. E POW HB -411- Item 12. - 3 f 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 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 • ®- Item 12. - 36 HB -412- HUNT€NGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2o1o/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request 2011/2012 Proposed Operating Budget INCOME Projected Assessment at 2% $ 1,401,284.00 TOTAL $ 1,4019284.00 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. • HB -413- Item 12. - 37 c Huntington Beach Hotel/Motel Business Improvement District Membership 2011-2012 N � Prope,r,.ty,_ ,Address, Gty.` State.Zip,code.. 777 Motor Inn 16240 Pacific Coast Highway Huntington Beach JCA 1,62649, 00 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 11102 Pacific Coast Highway I Huntington Beach I CA 192648 July 2010 Res. No. 2011-74 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 September 19, 2011 by the following vote: AYES: Shaw, Hansen, Carchio, Bohr, Boardman NOES: None ABSENT: Harper, Dwyer ABSTAIN: None Ci Clerk and ex-offici Jerk of the City Council of the City of Huntington Beach, California