HomeMy WebLinkAboutCity Council - 2012-58 RESOLUTION NO. 2012-58
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 2012-2013 AND MODIFY THE BOUNDARIES WITHIN THE
HUNTINGTON 3EACH 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
On August 20, 2002, 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.
Since the creation of the District, the City of Huntington Beach annexed the previously
unincorporated area of the County of Orange known as Sunset Beach.
Chapter 4 of Streets and Highways Code §36500 allows cities to modify the boundaries of
previously established Assessment Districts. The District has requested that the City of Huntington
Beach modify the District boundaries to include the newly annexed area of Sunset Beach.
The California Legislature further found that cities are authorized to levy assessments on
businesses which benefit.from those improvements and activities;and
The District's Advisory Board has prepared and filed with the City Clerk an "Annual
Report/Operating Budget 2012-2013 Fiscal Year to Date" and "Proposed Budget for Fiscal Year 2012-
2013"(collectively, "Annual Report"); and
NOW,THEREFORE,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 2012-2013 and a description of the
improvements and activities to be provided for Fiscal Year 2012-2013.
SECTION 2. To levy and collect assessments within the District area for Fiscal Year 2012-
2013 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.
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.
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12-3280/82783
Resolution No. 2012-58
SECTION 4. The boundaries of Huntington Beach Hotel Motel Business Improvement District are
modified to include Sunset Beach, as specified in Exhibit A, attached hereto and incorporated herein by
this reference.
SECTION 5. New hotel and motel businesses commencing operations after the effective date of this
resolution levying the assessment will not be exempt from the levy of assessment as provided in Exhibit
B.
SECTION 6. A public hearing shall be held before the City Council on September 17, 2012, 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 proposed modification of the District boundaries. 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 assessment proposed to be levied, no
further proceedings to modify the boundaries shall be taken for a period of one year from the date of the
finding of a majority protest by the City Council.
SECTION 7. 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 8. 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 Conference and Visitors' Bureau, 301 Main
Street, Suite 208,Huntington Beach, CA 92648,(714)969-3492.
SECTION 9. 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.
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12-3280/82783
Resolution No. 2012-58
SECTION 10. 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 20 t h day of August ,20 12
Mayor
REV AND APPROVED: INIT ED C VED:
C#MaVager Director of omic Development
APPROVED AS TO FORM:
A
City Attorney Jy
3
12-3280182783
Exhibit"A" - Resolution No.2012-58
Huntington Beach
Marketing and Visitors Bureau
Fiscal Year 2011 /12 Annual Report
Submitted to HB City Council July 2012
Item 12. - 8 HB -148-
Exhibit"A Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Table of Contents
Pacie Section
3 Introduction and HBMVB History
4 Research
6 Awards
Sales and Marketing
7 Travel Trade and Leisure Market
9 Group Meetings Market
Advertising
11 Leisure Market
15 Group Market
Media (Public) Relations
17 Media Receptions
17 Familiarization Tours
18 Press Clips
24 Website
25 Social Media
28 Visitor Services
29 Publications & Collateral
32 Advocacy
33 Huntington Beach Film Commission
34 Administration
35 Staff and Board of Directors
36 Looking Ahead
37 2012/2013 Proposed Operating Budget
xB -149- Item 12. -1
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Introduction and History
In 1989, the Huntington Beach Conference and Visitors Bureau became incorporated as a
private, not-for-profit mutual benefit corporation in the State of California. Its original mission
statement was "to create, develop, promote and maintain a strong Visitor and Conference
industry that will benefit Huntington Beach economically, environmentally and socially."
Funding for the Bureau began in 1989 with a $150,000 annual grant from the City of Huntington
Beach. The grant's purpose was "to provide a promotional program for the City designed to
attract visitors and conferences to Huntington Beach through advertising, promotion,
familiarization, trade shows, market places and other activities." For the next several years, the
Bureau continued to receive a fixed amount annual grant from the City of Huntington Beach to
maintain its services.
In 2002, the Huntington Beach City Council approved the creation of a Hotel/Motel Business
Improvement District (BID), to include all hotel/motel properties in the City of Huntington Beach.
The creation of the Hotel/Motel BID also included an assessment of 1% on hotel and motel
overnight room stays to be used by the Bureau to increase overnight business and leisure stays
in Huntington Beach lodging properties.
In 2009, to better describe its evolved services, the Bureau officially changed its name to the
Huntington Beach Marketing and Visitors Bureau.
In 2010, the Huntington Beach City Council approved a Hotel/Motel BID assessment increase of
1%, making the current assessment 2% on hotel and motel overnight room stays.
Over the 2011/2012 fiscal year, the Bureau continued to expand its scope of activities and
increase efficiency as a destination marketing organization. As the official advisory board for
the Huntington Beach Hotel/Motel BID, the Bureau would not have been able to complete the
following programs without BID funding.
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Item 12. - 10 xB -150-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Research
In 2010/2011, the Bureau commissioned a Visitor Profile Study from Horizon Consumer Science
in order to better understand Huntington Beach visitors and their economic impact on the
community. This year-long project was conducted in four parts throughout 2011. The goals of.
the study were to create a comprehensive visitor profile, differentiated by season; measure
Huntington Beach's annual visitor volume and visitor spending; estimate the fiscal (tax) impacts
of tourism; and measure the amount of employment that is supported by visitor activity.
Visitor Profile
In 2011, Huntington Beach visitors averaged nearly 37
years of age and had an overall average household `
income of$79,000. Six of ten visitors were -
married/partnered. 71% of visitor groups included
spouses/partners and/or other family members, with x an average of 3.6 people in each group.
Domestically, 60.3% of Huntington Beach visitors arex;,
California residents, followed by Arizona (10.5%);
Utah (4.5%) and New Mexico (2.9%).
International visitors make up 9% of Huntington Beach
visitors. The top international feeder markets are
Canada (47%); United Kingdom (17.7%); Western ;rys '
Europe (11.5%) and Central/Eastern Europe (9.9%).
61% of visitors named Huntington Beach as their maini
trip destination. 77% of visitors came for
pleasure/leisure/vacation, while the most visited
a i�
Huntington Beach venue was the beach (73%).
Tourism Supported Employment
An estimated 2,700 Huntington Beach jobs, representing 3.6%of the city's workforce, are
supported by visitor activity. The top three employment categories are food and beverage
outlets (47%); paid lodging accommodations (31%); and retail outlets (10%).
Fiscal Impacts
The study found that there was $281.9 million in direct visitor spending in Huntington Beach in
2011, which led to $366.5 million in direct and indirect visitor spending.
$232.1 million of taxable visitor spending for lodging and retail items resulted in $8.2 million in
tax revenue: $6.6 million in lodging (transient occupancy) tax and $1.6 million in retail sales tax.
xB -I S I- Item 12. - 11
Exhibit"A" - Resolution No.2u12-DzS
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach k/larketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Visitor Volume and Spending
Huntington Beach attracted 2.94 million visitors in 2011. (In this study, a visitor is anyone who
resides outside of Orange County.) The average length of stay was 1.56 days with a per-capita
daily spend of$61.68 per visitor.
Day Visitors comprised 80% of the total volume of visitors. Hotel Guests comprised 13% of the
total volume, while 7.5% were comprised of Other Lodging guests (typically those who stayed in
a private home.)
However, the study found that Hotel Guests spent an average of$136.17 per day per person,
while Other Lodging Guests spent an average of$48.29 per day and Day Visitors spent an
average of$28.13 per day. These average daily spend numbers show us that Hotel Guests
comprise 60% of the total direct visitor spend.
The study's findings support the Bureau's continued projects and mission to increase overnight
stays in Huntington Beach hotels, thereby leading to increased visitor spending and enhanced
quality of life for residents.
,Visitor volume Avg Visitor Days Per ' Total Y�sitor Speed '
HB Avg
Travel M Person77
Lodging - 7otal Ratio Length Group Total Ratio Daily, Total Ratio Segment' ;Amount < of•Stay Amount Amount
r Size Spe nd
Hotel 377,583 12.8% 3.27 3.37 1,233,012 27.0% $136.17 $167,904,000 59.6%
Guest
Other
Lodging 219,482 7.5% 4.54 2.68 997,253 21.8% $48.29 $48,158,000 17.1%
Guest
VDay aor 2,342,267 79.7% 1.00 3.58 2,342,267 51.2% $28.13 $65,887,000 23.4%
Total 2,939,332 100.0% 1.56 3.47 4,572,532 100.0% $61.68 $281,949,000 100.0%
Hotel Guest represents guests staying overnight any Huntington Beach hotel,motel or inn.Other Lodging Guest.represents those
who stayed in other Huntington Beach paid or unpaid lodging.Day Visitors are non-Orange County residents,visiting Huntington
Beach during the day but not staying overnight.
Item 12. - 12 HB _l-) _
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Awards
2011/12 was an award-winning year for the Huntington Beach Marketing and Visitors
Bureau. Not only were the city's beaches rated 2 out of 12 five-star rated beaches in
the United States by the National Resources Defense Council, but the Bureau and its
staff also received additional recognition throughout the year.
9th Annual Service Industry Advertising Awards Gold Award
In February 2012, the Huntington Beach Film Commission
won a Gold Award for its website,
www.FilmHuntingtonBeach.com. The Service Industry
Advertising Awards recognize excellence in advertising
ep= within the service industry. A national panel of judges
reviews entries for execution, creativity, quality, consumer
.appeal, and overall breakthrough advertising content.
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2011 MarCom Gold Award
In 2011, the Bureau won a Gold Award in the
Brochure/Business to Consumer category for its Rack
Brochure, which was created by Aristotle Interactive.
MarCom Awards is an international competition that
�t]]��"1COM recognizes outstanding creative achievement by marketing
and communication professionals. Winners range in size
AWARDS from individual communicators to Fortune 500 companies.
.`�,. MarCom Awards is administered and judged by the
Association of Marketing and Communication
Professionals, an international organization consisting of
several thousand creative professionals.
California Travel Association Emerging Leaders Award
s. In March 2012, Bureau Communications Manager Madison
Fisher was among the first to receive California Travel
k Association's first "30 and Under' Emerging Leaders Award.
This award honors those who have made a dramatic impact
in the promotion of travel, tourism and hospitality through
innovation, awareness, creativity or"stewardship".
xB -153- Item 12. - 13
Exhibit"A" -Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Sales and Marketing
Travel Trade and Leisure Market
In 2011/2012, the Bureau continued its international travel trade and public relations agency
representation agreements in the UK, Germany and Australia. Bureau staff also attended
domestic trade shows and events featuring international travel trade attendees.
Australia Sales Trip
In October 2011, Bob Wentworth, Vice President of Sales & Marketing, conducted sales calls
with the Bureau's Australian agency, Gate 7. Bob conducted calls in Sydney and Melbourne,
focusing on Australia-based wholesalers, group incentive companies and travel media.
International Pow Wow
In May 2012, Bob Wentworth, VP of Sales & Marketing, and �-
Madison Fisher, Communications Manager, attended the US
Travel Association's International Pow Wow in San Francisco. In
just three days of intensive re-scheduled business j y p appointments,
more than 1,000 U.S. travel organizations from every region of
the US (representing all industry MALPOWWOW
M
category components), and close z
to 1,500 international and domestic buyers from more than 70
countries, conduct business negotiations that result in the
generation of over$3.5 billion in future Visit USA travel. The
, g Bureau conducted 38 business appointments with travel
wholesaler and receptive tour operator contacts, and met with
over 35 domestic and international journalists.
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2012 UK/Germany Sales Mission
In July 2012, Madison Fisher, Communications Manager, spent a week in London and Frankfurt
for media and sales calls. Working with the Bureau's local agencies, Black Diamond in the UK
and MSi in Germany, she showcased HB products and the destination to top-notch London
travel trade and media.
i
Item 12. - 14 HB -1.54-
Exhibit"A" -Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
2012 California Cup
For the third consecutive year, the Bureau was invited to participate in the 2012 California Cup,
held in Palm Springs just prior to International Pow Wow. 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.
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This year, the Bureau was represented by Steve Bone, President & CEO of the Bureau and JD
Shafer, General Manager of the Waterfront Beach Resort, a Hilton Hotel.
Australia/New Zealand Roadshow
Accompanying Visit California in July 2012, Melanie Mayer from Gate 7 represented the Bureau
in Australia for Visit California's Australia Roadshow. During this 5-day trip, Melanie traveled to
Melbourne, Sidney, and Auckland. In Sydney, she held one-on-one appointments with the top
10 Australian and New Zealand tour operators and wholesalers. Melanie also participated in
the Destination Marketplace and Reception, where she gave a presentation featuring
Huntington Beach to 700 travel agents and media.
xB -1 Ss- Item 12. - 15
Exhibit"A" -Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Sales and Marketing
Group Meetings Market
In 2011/2012 the Bureau participated in an expanded number of group meetings market trade
shows, with the goal of increasing the number of leads generated for Huntington Beach
meeting-capable hotels.
IMEX America
is In October 2011, Christopher Anderson, Director of Sales, attended
IMEX America on behalf of the Bureau. California had a large presence
at IMEX America. The Bureau partnered with the Anaheim/Orange
County Visitor and Convention Bureau to maximize exposure to buyers
while controlling costs. IMEX America is America's worldwide
exhibition for incentive travel, meetings and events and takes place in
Las Vegas. The show was the largest hosted buyer program ever held
in North America with over 2,000 qualified buyers.
Meetings Focus Live — West
Meetings Focus Live events take place over a period of three-days, bringing planners and
suppliers together in a social setting that incorporates on-on-one appointments, education
sessions, networking events and meal functions. These events are specifically geared to
planners who book meetings and events in the Western United States. Huntington Beach
hosted the June 2012 event at the Hyatt Regency Resort & Spa; Waterfront Beach Resort, a
Hilton Hotel; and Shorebreak, a Joie de Vivre Hotel. The Bureau also participated in the October
2011 event in Palm Springs and the August 2012 event in Lake Tahoe.
Smart Mart
For the second year in a row, the Bureau participated in Smart Meetings
magazine's Smart Mart trade shows, adding two additional cities this year for
events in San Diego, San Francisco, Los Angeles, Seattle and Denver.
These one-day, appointment-based events are held in key cities throughout
M the Western United States. Christopher Anderson attended all 2011/2012
events on behalf of the Bureau.
CaISAE Seasonal Spectacular
The largest association industry tradeshow on the West Coast, CaISAE's Seasonal Spectacular,
attracts more than 1,000 association professionals and industry suppliers to Sacramento for a
one-day educational event and trade show. In December 2011, Christopher Anderson attended
for the Bureau's third year. Enrique Paulo from the Shorebreak also worked the booth. CaISAE
is the California Society of Association Executives.
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Item 12. - 16 xB -156-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Destination Showcase
In February 2012, Christopher Anderson also attended DMAI's
cK ' Destination Showcase in Washington, DC. This is North America's
largest one-day event which brings conference, convention, and
trade show professionals together with exhibiting meeting
destinations from the United States and abroad. DMAI is the
Destination Marketing Association International.
Meetings 4 You
Christopher Anderson attended Meetings 4 You in San Francisco in May 2012. Held by
Meetings + Events Magazine, this one day show brought meeting planners and sales directors
together.
Luxury Meetings Summit
The LMS Diamond Showcase is an event that provides qualified meeting planners with the
opportunity to meet face-to-face with four- and five-diamond properties in a highly social and
fast-paced atmosphere. Designed to maximize the interaction between meeting planners and
hoteliers, these shows are held in cities across the United States, presenting planners with a
simple, effective, and time-sensitive format for meeting with high-end hotel properties - all in the
planner's own backyard. Each event is limited to 75 meeting planners and 25 hoteliers/DMO's.
Christopher Anderson attended Luxury Meetings Summit events in Silicon Valley, Los Angeles,
Orange County and San Diego.
Collaborate
Collaborate is an appointment-only tradeshow designed
I ,r, specifically with a corporate meeting planner's needs in mind. Only
qualified planners who are the decision-makers for their
organizations are invited to attend. The "reverse" trade show is the
highlight of the event. Suppliers visit planners in pre-set
appointments, providing an environment that results in business.
General sessions, educational seminars, networking events and
creative sponsorships give suppliers even more opportunities to meet with as many planners as
possible. Christopher Anderson attended Collaborate 2012, which was held in Las Vegas in
April 2012.
Connect Marketplace
Connect Marketplace brings together planners of association and specialty association
meetings and events with destinations and other service providers that fit their needs. The
format of the show is the same as the Collaborate Marketplace described above. Connect
Marketplace was attended by Bob Wentworth and Christopher Anderson in August 2012 in New
Orleans.
HB -157- Item 12. - 17
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Advertising
Leisure Market
California Visitors Guide
With partners Hyatt Regency Huntington Beach Resort & Spa;
Shorebreak, a Joie de Vivre Hotel; and Waterfront Beach
Resort, a Hilton Hotel, the Bureau produced a cooperative full-
page ad for the California Visitors Guide.
The California Visitors Guide is the official h=
publication of Visit California with 500,000 -
copies distributed annually via 20
�N
California Welcome Centers, consumer '
travel trade shows, visitor centers across
the state and at Visit California travel trade --
shows. The guide also received more
than 100,000 downloads of the digital
California Visitors Guide from
www.VisitCalifornia.com. � "�
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In addition to the domestic California Visitors Guide,
the Bureau also collaborated with the Hyatt Regency
Huntington Beach Resort & Spa; Shorebreak, a Joie
`€ de Vivre Hotel; and Waterfront Beach Resort, a
Hilton Hotel to extend our ad in 81,000 copies of the
g£ official California Visitors Guide in the
UK/Scandinavia and 80,000 copies in Germany.
M -
Item 12. - 18 xB -15 8-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For.Fiscal Year 2012113 Operating Budget Request
Visit California Cooperative Marketing Campaign
The Bureau leveraged co-op dollars from the Hyatt Regency
Huntington Beach Resort & Spa; Shorebreak, a Joie de Vivre Hotel;
and Waterfront Beach Resort, a Hilton Hotel to participate in Visit
HuntingttanBeach California's 2011/12 US & Canada Cooperative Marketing Program
- Campaign. In total, this campaign reached and engaged over 7.5
million consumers.
�°- -i- In the Western United States, the 24-page print supplement with a
- full-page Huntington Beach advertorial ran in the December 2011
issues of Travel+Leisure (170,000 copies), Budget Travel(150,000)
and Food& Wine (200,000). In Canada, the supplement ran in the
December 2011 issues of the Vancouver Sun (125,000), Calgary
Herald(100,000), Edmonton Journal (75,000), Toronto Star
(100,000), and Montreal Gazette (100,000).
As part of the same campaign, the
Bureau also received a 5-page
spread in Visit California's Fall/Winter `" t
2011 Digital Guide and the Spring
2012 Digital Guide. Two pages
explored the destination, while one
page each went to the Hyatt
Beach Resort & I UNTINGTON BEACH
Regency "
9 Y Huntington 9 7ne Z-abifefeawlirat Seach,'ram io
Spa; Shorebreak, a Joie de Vivre w
Hotel; and Waterfront Beach Resort, r ""
a Hilton Hotel - Ran
The Huntington Beach spread in the
Digital Guide garnered 11,880 page "n
views and allowed consumers to view a Huntingtonµ Beach photo gallery; connect directly to
www.surfcityusa.com and the Bureau's Facebook, YouTube and Twitter pages; and request a
mailed copy of the official Huntington Beach Visitors Guide.
x The Digital Guides were promoted via emails to 1,000,000 US
consumers; emails to 500,000 Canadian consumers; Travelocity
banner ads generating 1,000,000 impressions; placement on
L I www.CoverLeaf.com and www.Zinio.com; and mobile circulation via
Custom Marketing Group's Reasons To Go iPhone and iPad
--- application. The Digital Guides are created for optimal consumer
engagement by incorporating interactive modules such as video,
It
- -- photo galleries, pop-up text and more.
A third component of the campaign allowed the Bureau to send a
dedicated email to 50,000 subscribers in Spring 2012. The
Huntington Beach email garnered outstanding click rates with a Click
To Open rate of 11.89% and a Click To Delivered rate of 1.30%. For
- comparison, the industry standard Click To Delivered rate is 0.40%.
lamHB -15 9- Item 12. - 19
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
.Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Canadian Traveller
For the fourth consecutive year, the
Bureau produced a two-page spread for
the 2012/2013 edition of Canadian
Traveller'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. :,
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Quantas Holidays USA Brochure
-�, In order to give Huntington Beach full-page coverage, the
Bureau purchased a half page ad in the 2012/2013 Quantas
"`"" , Holidays USA Brochure to run in conjunction with listings for
Bf ACI y J 9
Shorebreak, a Joie de Vivre hotel and Waterfront Beach
_ Resort, a Hilton Hotel. For over 30 years, Quantas has
provided comprehensive travel service to the Australian market
for local and international destinations.
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Sunset Magazine
In Summer and Fall 2012, the Bureau ran a 1/3 page ad III
in Sunset Magazine's Weekend Trips (140,000 SWOR,EFEST,
circulation); Coastal Escapes (665,000 circulation) and
Destination: Southern California (315,000 circulation).
Item 12. - 20 xB -160-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011112 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
California Welcome Center — Buena Park
In 2011, the Bureau took out two display ads in the newly opened California Welcome Center in
Buena Park. The larger display ad is located in the front entrance and measures 61" x 41". The
second display ad measures 25" x 37" and is located in the main room containing the brochure
racks, above the Orange County section. The new Welcome Center is the only location in
Orange County and is located 15 miles from Surf City USA®off Beach Blvd by the 5 freeway,
making Huntington Beach the most easily accessible beach by visitors to the welcome center.
During its first year, the Welcome Center assisted 15,000 walk-in visitors. This number is
expected to double in its second year.
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xB -161- Item 12. - 21
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Advertising
Group Market
For the second year, and in addition to direct sales efforts within the meetings market, the
Bureau participated in a print and online group marketing campaign targeting group meeting
and event planners.
Online Advertising
The Bureau maintains a meetings website at
www.MeetInHB.com, providing meeting and event
planners information on Huntington Beach
conference hotels and facilities. The site also
includes an online RFP submission tool and group
information request form.
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To drive traffic to the meetings website, the Bureau
utilizes banner ad campaigns in industry publication
e-newsletters, including Smart Meetings and CA `T
Meetings + Events. E s
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As an incentive to bring meetings to Huntington Beach, the Bureau
` created the Sunshine Guarantee, guaranteeing great weather for
2 your event or a credit to the final master bill. The Sunshine
Guarantee was advertised on various meeting publication websites
and e-newsletters and gained International media coverage for its
unique offer.
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Item 12. - 22 T6�_
Exhibit"A" -Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Print Advertising
Full-page meeting ads ran in the following print publications during the 2011/2012 fiscal year.
Pubi�catlon Issue C>rculatiom,
December 2011
Smart Meetings Magazine January 2012 40,000
April 2012
Winter
California Meetings + Events Spring 9,500
Summer
Fall
Meetings Focus West May 2012 12,500
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1B -163- Item I2. - 23
Exhibit"A" - Resolution No.1u1Z-o5
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Media (Public) Relations
Media (public) relations is an essential and effective part of the Bureau's marketing program.
Earned media placements have been proven to influence public perception and consumer
decision making more than paid advertising. Through the Bureau's efforts, including attendance
at media receptions and other events and familiarization tours, Surf City USA earns media
placements in broadcast, radio, online and print mediums —generating demand for Huntington
Beach both domestically and internationally.
Media Receptions
The Bureau's Communications Manager, Madison Fisher, participated in two Visit California
Media Receptions this fiscal year. These cocktail reception-format events receive an incredible
mix of high-level media from newspapers to magazines to digital media.
In March 2012, Madison attended the New York Media Reception, where she met with 89
journalists representing publications including Huffington Post, Coastal Living, New York Times,
Ladies Home Journal, Travel Weekly, Epoch Times and Travel+ Leisure.
In June 2012, Madison attended Visit California's first Canadian Media Reception in Toronto,
where she met with 68 journalists representing publications including The Toronto Star, The
Toronto Sun, Discovery Channel Canada, TravelWeek, Canadian Traveller and Canadian
Travel Press.
Familiarization Tours
The Bureau 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 Surf City
USA first-hand via Familiarization Tours (aka "FAMs") coordinated by the Bureau 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 Bureau has hosted over 20 media and travel trade FAMs since October 2011, with more
than 150 guests 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 Canada,
Australia, Germany, Brazil, Mexico and the United Kingdom.
Participants in the Quantas Harvey World Travel FAM
stayed in Shorebreak, a Joie de Vivre Hotel and
experienced a Segway tour with GW Tours,
paddleboarding with Rocky McKinnon, surf lessons with
:,w z
Banzai Surf School and a beach bonfire. They also
sampled breakfast at Sugar Shack, lunch at Sancho's
Tacos, dinner at Duke's and breakfast at the Waterfront
Beach Resort, a Hilton Hotel.
Item 12. - 24 HB -164-
Exhibit"A" -Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Selected Press Claps
The following are a selection of press clips from October 2011 to June 2012. These clips are
the result of the Bureau's efforts via attendance at Visit California Media Receptions and hosting
of familiarization tours. The estimated ad value equivalency for press coverage during this time
is $640,000 with a total circulation of over 6 million.
Smart Meetings
October 2011
Circulation: 31,933
6
AVE: $12,580
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xB -165- Item 12. - 25
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach(Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012113 Operating Budget Request
San Francisco Chronicle
Sunday, December 25, 2011
Circulation: 251,782
AVE: $46,649
rwn.coa I Sunday,December ss,loft 1 P,,Om r ua snr in—roes
t34 Sunday„DecenttreraS.aotf Sete F �✓ a Merry Christmas
HUNTINGTON BEACH '
ifs beyond Surf City's boarders
Beach to-vvn's ;
other diversions
often overlooked x
x .
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- sesctni.rn rxr ranonrcr.z �. k --
TheTechmeakirbtipsof
sorRxiards zip by°on cats'tops
duwm the Pacific Coast High- ..
WAY,and throngs of pros,
grommets and knnks hop be- ,a 3< .- ?. •"1 '� `
tween the beach and the hand- -
ful of surf ships-sit in one
black.Ifyou're not a surfer,itcan seem as though the surf
magnet of Huntington Beach is
a club to which you don't be• - •� s - c; • 2;
long.
But don't think that's alit°°°t`u'*�
there.is to this Orange County
a
town.
The84i-mile-hmgbeach04
here is a haven for anyone who '°°° '' . aye,is
appreciates the sand and salt Aromb us au s.aanaroo�se«�.:m-mr arn,rr
air,and nomad furg diversions Huntington Beach pier is a landmark—take a leisurely stroll out to where you can get Perspective on the W/n-mlle shoreline.
in Huntington Beach range
from the more cpmemplative If you go
kayakingand stand-up paddle-
boarding to biking miles of GETTING THERE
` trails in an erologk t reserve
is tidin ndotas ear nearb• t' s ., Huntington Beach is about 40 miles south of downtown Los Ange-
r Huntington Harbor channels. "�"�'e Its on the mn.a
Hunting
Despite the towel claim as ,,, WHERE TO STAY
Surf City USA(ft'om the famed Nitrite Ragoner Huntington Beach Rancid A Spa:21590 Pacific
fan and Dean title),not every- Coast Highway.(714)595-1234;humingtonbeach.hya-room Rates
thing within Huntington start at S240 per night.
Beach"borders is for board- Shombnok Natal:5110 Pacific Coast Highway:(714)851-4470;
i f
eta.{Althothgbwhen you're www.shotebreakhotelsom.Made—,and sleek.this hotel is perched
done,if you stiFl have time, on the Strand in downtown Huntington Beach.Rates began at$209
drop by the International Surf- °'� a:_=:s 1 per night
- ing Museum--because berg
i Niatcrtront Beach RonorC 21100 Pacific Coast Highway;(714)845-
in the end, to it all comes back to il r 8000;www.waterfrontresort,com.Alt rooms have views of the)
coasHine we Private balconies.Rains Star at E199 per night,
Wiry now?Party winter still I 9 r +°: - WHERE TO EAT
has a touch ursumarex temper- You don t bane to and to the beach.Bent. Bukein Huntington eaiaeh:317 Pacific Coast Highway;(TI4)374-
afutts,andbeach crtlw•ds have eN°Y any of a 1 5"d;w Aukeshuntingromcorn,
dwindtetL w it's mueh easier variety of wheeled vehicles and pedal yaw way around.
longEoard Restaurant A Pub 217 Main St;(714)950 4895;wow,
be grab a prime spat for your over the Pacific toast Highway: the water,but waves are a little longbbardpub com.
beach chair—or grab one of [oa rauctrs,rent a kayak or i SugarShnek Cat1o:213't.Main St;(714)535-0355:wwwhbsugar
the shoteside firepits to warm
up rite evening with ti mores. Spend your day:Stan at the stand-up padd{rbuard fora shack.com.
Sugar Shack Cafe,which ,leisurely paddle around Hun- WHAT TO DO
Baekstory;Tire town was I serves bendy breakfasts all ['vlgtan Harbor No am wal
incorporated in tgo9 and day,although lunch funs can ?mistake the harbor's channels Bo4a Chien ConserrrncIr 3842 Warner Av¢;(714)846-1114;
turned after Henry Hunting- rdsa snag a sandwich,burger for Venice,but you ran get out wwwbotsachica.org.
tan,a railroad magnate.It nr bowl of chtfi. on the water in much the same Snset Gondeta:15370 Pacific Coast Highway;(552)592-3295;
turned into an pit boamtpwn— Even if you never touch the way;on a gondola ride(let www.sunsetgondola.com,
with all the etnironmeatal and water,hitting the beach early someone else do the work for intanmtional Surfing Museum:411 Olive Ave;(714)950-3483;
rconnntlI.baggage that goes in the day is probably the best you). ;wwwsurtingmuseu n,org.
with it-when the largest way to go•including an 86i- i
mile vmd boardwalk that Dining:If at-Ding down MORE INFORMATION
tiro timeia oil deposit known at Pa main Street,swing by the side- HuntMgton Beach tounce;wwwsurfcit isecom, 800)729-
in 1 time was final
here runs the length of the shire- y> t
tine that is ideal for welkin waBt tables of the Longtioard 5232.
in 19ao.The same
oft strike was g Restaurant X Pub for pub fare ._........— ....-_... -----._.-.
and hi Afternoons P _....._....._ ...__......_.
in st s3.flit same year the lily's with a California twist in the _....
first slhrFshop opened Event u- bring more People,but atwl oldest remaining butltiing in "CaLComia"electric guitar;iht. betels,but if you want m romp
any,m`1 riggers were replaced 1 beach volleyball matches and i lawn.End the day with Hawai- collection of surf memorabiha in the sand together,head to
by wave rider,enough to :warmer sun Far a leirgthg nap. tan-styli food and cocktails is impressive. Drag Brach,at the far north end
Gap S
provide mdrnte to the Surf T �tico '-
:and atxan views at D1ike's Don't bother:l.oadin our 1 of Huntington City Beach.
City uSA claim,apparently: ?vuncy is a change offs"from Huntington Brach,at the foot suitcase with tea much 6tac}t I Well-behaved dogs can run
the manicured Mach etwiron- of the Huntington Beach Pier. gear Beach toys and abates— leasb-free and attempt to body-
Checking in:The sprawling, maul.This wxttandreserVe surf the waves.
5panich-style Hyatt Regency with dunes and an intertidal as well Daa't min:A stop at the as tawgie boards and
Huntington Beach Resort @ i habitat has S miles of trails and Intemationai is Aiuseum. Irit�w:les—can be rented or
Spa offers more than a few is a critical sto ;Purchased hum businesses no Frig'an Th mn�!atwefor
pover for mi- 17rtm thebmpzc brut of Duke Travel an r6rrmstaJ rralkjrtrm
diversions of its awn,and is grating birds on the Pacific Knhanamoku that once stand the bear{'' Santo Crrr_,o.Monmey.E-mail
conveniently connected to the flyway, near tire old Huntington Beach !Word to the wise;Tire family (comments to
Desalt via pedestrian bridge if vim want to stick close to Pier to Dick Dale's vintage 1954 i dog is welcome at a few,local a a;W 4rf hnmidemm.
1�
i
Item 127 . - 26 xB -16G-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Travel on Today— MSNBC.corn
Online Article
March 12, 2012
AVE: $12,835
Take The kids surfmg in Surf City USA
BY BY Q11un Ianin,YVLAY.com confnbufor
April Ill F012,lO:SSam MSNcom
W SandraFoyt's 15-year-old daughter
and another student get a surfing
{
n � lesson from Zack's Surf Shop in
. + " Huntington Beach,Calif.
For the ultimate Southern California
surf experience,take the kids to
r Huntington.Beach.Also known as
"Surf City,"this destination-was the
s_ inspiration for the Jan and Dean
. _ 1960s hit of the same name.Ocean
} 'lovers will dig the badacious waves
and mellow vibe of this town that
celebrates all things surf.
Huntington Beach is regarded by
many as.the cradle of surfing
_ civilization.It plays host to the US
e Open of Surfing,the largest
„professional surfing and lifestyle
event in North America.It is home to
the International Surfing Museum,the Surfing Walk of Fame,the iconic Huntington Beach Fier,and nearly 10 miles
of surf-worthy beaches It's the palm-lined,sunny spot you picture when you hear a Beach Boys surf tune.
Huntington Beach native Joseph Ali,28,has been surfing since he was 8 years old and has been teaching surf
lessons for half of his life.He says Huntington Beach is the ideal surf town for all of these reasons and because its
shores hold`every single type of break,"each of which creates a differentwave and surf experience,with surfing
conditions available year-round.
No trip to Huntington Beach would be complete without riding,or at least attempting to ride,a wave.There are
plenty of surf schools to choose from including Toes on the Nose(where even an old lady like me learned how to
surf),Corky Carroll's Surf School and Banzai Surf School_
Ali,the lead instructor at Zack's Surf Shop(owned by his father),boasts that he can get 95 percent of students to
stand up on their first lesson.Families start with basic instructions,a safety talk and practice pop-ups(the motion a
surfer uses to get from lying to standing on a board)on the sand before entering the water.
Colleen Lanin.
Surfers catch waves in Huntington Beach,Calif.
".Dads are the easiest and most fun to teach,"according to Ali.Beginners start on 7-to 8-footfoam boards in
waist-deep water.Ali pushes children into baby-sized waves so they can concentrate on popping up and enjoying the
ride.Surfers-to-be can take lessons at Zack's as young as 4 112 years but Ali says,"I think 6 or 7 is the best age to
start surfing because.that'.s when their self-esteem kicks in."Young children are given extra supervision and sport
wet suits padded with a floating material,which works much like a life jacket.
Sandra Foyt,a mom from New York and author of AlbanyK.id.com,fulfilled her 15-year-old daughter Kayla's
lifelong dream of surfing with a lesson in Huntington Beach during a recent visit to California"I was impressed that
my daughter was able to ride the board to shore in just one hour-long lesson,"Foyt says.
HB -167- Item 12. - 27
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Southwest Airlines Spirit Magazine
April 2012
Circulation: 455,828
Ad Value Equivalency (AVE): $57,004
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Item 12. - 28 HB -168-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motet Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Chicago Tribune
May 15, 2012
Circulation: 465,892
AVE: $17,011
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xB -169- Item 12. - 29
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Zest UK Edition
June 2012
Circulation: 70,043
AVE: $6,744
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Item 12. - 30 xB -1/o-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
VWebsite
In May 2012, with the help of its new marketing partners, Innocean Worldwide, the Bureau took
the first step in updating the technology behind its website at www.SurfCityUSA.com. This new
technology significantly reduced web hosting fees and allows for easier updating.
In addition, a custom event calendar application was built to allow for ease of transition to the
next phase of website improvements. Google Maps were also integrated into all of the business
and event listings, restaurant and shopping listings were updated to match the 2012/2013
Dining Guide and Visitors Guide, and photo gallery layouts were streamlined.
u.
Enhancing the interactivity of the website, the Bureau also launched a new Huntington Beach
Virtual Tour. The tour begins with an intro video and then allows you to virtually take a walk
down the Huntington Beach Pier, onto the beach during the US Open of Surfing, up the bike
path to Dog Beach, down Main Street during Surf City Nights, and into each of the three beach
meeting hotels. Interspersed throughout are interviews with athletes from the US Open and
videos detailing the history of surfing in Huntington Beach, dining in downtown, a timelapse of a
beautiful Huntington Beach sunset over the pier and more.
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xB -171- Item 12. 31
Exhibit"A" -Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Social Media
Facebook
The Bureau's Facebook page has :
organically grown to over 12,000
fans since early 2011. The ii "
Bureau has also taken advantage
of the new Timeline feature and
added signficant moments in
Huntington Beach history.
Updates are posted regularly and
;.,
include links to current and Huntington Beach
.......................... WFW•'
upcoming local events, links to '
news and articles about HB, and " ""' aA J nz_
interesting tidbits about the R�
community. The page gives „„��
Huntington Beach fans a place to .�„�
converse, share memories and ...
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Item 12.
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
I-IBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Twitter
The Bureau continues to update its Twitter feed at www.Twitter.com/HBSurfCityUSA. Over the
past year, Twitter followers have grown from 176 to 561.
Huntington Beach,CA m.
_ r
2^
> ._ _e.. ...- on +.. .
Y®uTube
The Bureau posts videos to the Surf City USA YouTube Channel at
www.YouTube.com/HBSurfCityUSA. With 11 videos uploaded this year and a total of 71 videos
on the channel, the page currently has 115 subscribers and 61,119 video views.
Briton Saxton, HB Film Commissioner, films and edits The Huntington Beach Low-Down with
Madison Fisher, Communications Manager, and Kevin Keller, Tourism Coordinator. Each
episode is filmed around various themes, including Best Breakfast Places, Beachside
Concessions, Dog Friendly Surf City USA, and Eco Tourism. Eight episodes of the Low-Down
have been filmed this year, garnering 5,000 views. Episodes are released every other month
and shared via all of the Bureau's social media accounts.
W <_ ^
xB -173- Item 12. - 33
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012113 Operating Budget Request
..-.-- �
7 Pinterest
— Pinterest, an online pinboard, is the newest
"M up-and-coming social media format. The
Bureau has claimed the Huntington Beach
page at www.Pinterest.com/SurfCityUSA and
is currently working to populate it.
Mama_7
®m
Yelp MS DOWNLOAD FASTER WITH FiDS ;.
The Bureau claimed the Huntington Beach ' �m w
listingon Yelp In 2011. The page current) has
P � P 9 Y
126 reviews.
Mtripadvnsor
r �3 Trip Advisor
-- In 2011, the Bureau also claimed the Huntington
""'"`"g°"G"#'"""'°m Beach Trip Advisor page. Staff members regularly
post upcoming events and new videos to the page
r and also monitor the forums to answer any
' . questions posted about the city.
Item 12. - 34 xB -1��-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Visitor Services
The Huntington Beach Visitor Information Kiosk at Pier
Plaza continues to serve visitors and residents seven-
days-a-week throughout the year. Operating hours for
holidays and special events during 2011/2012, such as
the 4th of July Celebration and Nike US Open of
Surfing, were extended to better coincide with visitor ........"
attendance.
Upgrades to the Kiosk in 2011/2012 included re-
painting the exterior, replacing dilapidated blinds,
P 9 P 9 P� �-
installation of an alarm and video monitoring system,and installation of a new front window to help with
water leakage and to reduce incoming wind/dust. The
Bureau has also added new services at the Kiosk -
including a daily weather/water condition report located
in the front window and maps of the downtown area
with information in French, German and Spanish. The
Kiosk also now distributes monthly event calendars for
the current and forthcoming months.
In 2012/2013, the Bureau plans to repaint the interior and exterior of the Kiosk and mount the
computer monitor on a swinging arm for better viewing access by employees and visitors. In
addition, the Bureau hopes to add a Japanese language downtown map to its inventory.
Visitor Information Kiosk Inquiries
(July 1, 2011 - June 30, 2012)
Total Walk-ups 23,528
Hotel Information 310
Restaurant Information 1,383
The main Bureau office also continues to serve as a weekday Visitor Center at its Main Street
location.
HBMVB Office Inquiries
(July 1, 2011 -June 30, 2012)
Total Walk-In Guests 302
Information Phone Calls 354
Info@SurfCityUSA.com Email Responses 254
HB -17 5- Item 12. 3 5
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach P✓iarketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Publications & Collateral
Huntington Beach Visitors Guide
The Bureau continued with its previous publisher, Striker
Media, to publish the 76-page 2012-2013 Huntington
Beach Visitors Guide that incorporates an aspirational and
upscale Surf City USA feel.
This year's Visitors Guide features an expanded Surf
section, which includes articles on the history of surfing in
Huntington Beach; surf fashion, music and culture; the
different surfing variations visitors can experience during
their visit; and local "surf shrines" such as the International
Surfing Museum. In addition, there are sections that detail
all of the Huntington Beach lodging accommodations, give
an overview of dining around the city, and describe the
various Surf City USA activities and attractions from the
Newland House Museum to the Bolsa Chica Ecological
Reserve to Adventure Playground.
The Bureau continued its previous distribution strategy in
fiscal year 2011/2012. Approximately one-quarter of the 90,000 guides printed were used
as lure pieces outside the Orange County area throughout the United States and
internationally including the UK, Germany and Australia.
The Bureau also provides Visitors Guides in bulk for conferences and groups holding
overnight events in Huntington Beach. Additional Visitors Guides are distributed at the
California Welcome Center in Buena Park; 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 Bureau office, and the Visitor Information
Kiosk operated by the Bureau at the Huntington Beach Pier.
The Bureau also undertook a two-day photo shoot in October 2011 to obtain images for various
publications and digital use, including the Visitors Guide and Visitors Map. These images are
being used to brand and sell Huntington Beach as an overnight destination.
.1 ANCoat
x
Item 12. - 36 xB -1 6-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Huntington Beach Visitor Maps
The Bureau published 180,000 Huntington Beach Visitor Maps in June t
2012, 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 Buena Park, Barstow, Oceanside, Oxnard, �z
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.
Sir*Z:
Huntington Beach Dining Guide
UAL
k In March 2012, the Bureau published the first ever
HUKTM ,; I comprehensive, stand-alone Huntington Beach Dining Guide.
DINING G � Featuring articles such as Meet the Locals and Compliments of
the Chefs, the Bureau explored the Huntington Beach dining
scene from various angles, giving visitors a look into local
favorites, classic beachside dining, nightlife, sources for the best
picnic basket and resort dining. In addition, the Dining Guide
features a listing of over 275 Huntington Beach restaurants.
` Already a local favorite, the digital version of the Huntington
Beach Dining Guide has been viewed over 1,000 times. The
a Bureau printed 40,000 hard copies and distributes them via all
Huntington Beach hotels, the Visitor Information Kiosk at Pier
Plaza, and the Bureau office. Copies are also made available
for groups holding events at local hotels.
ICES=
r
Item 12. - 37.
Exhibit"A" - Resolution No. 2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Walking Tour of Historic Downtown Huntington Beach
In October 2011, the Huntington Beach Historic Resources Board partnered
with the Bureau to create A Walking Tour of Historic Downtown Huntington
Beach. This fold out map and guide allows visitors to take a self-guided
historic walking tour of the downtown area and also gives a brief history of
� a the city.
°M�>�W° " " The Bureau printed 10,000 Walking Tour guides and distributes them via the
°11 ch E Visitor Information Kiosk at Pier Plaza and the Bureau office in downtown.
Guides are also made available to groups holding events in Huntington
Beach hotels. In addition, the Huntington Beach Historic Resources Board
' has a supply of guides for distribution.
",.Htstmlc.Hesauccs;Hwnd�'
Huntington Beach Rack Brochure
In 2011, the Bureau re-printed 10,000 copies of the Huntington Beach Rack
Brochure. Designed by Aristotle, these brochures are used as sales pieces `
both by the Bureau and its partner hotels to sell the destination and are also
distributed in corporate brochure racks throughout the Phoenix area.
HBMVB Annual Report
In January 2012, the Bureau published its second Annual Report for
' fiscal year 2010/2011. This 40-page report gave an overview of the
year's accomplishments in such areas as awards, advertising,
publications and collateral, website, social media, familiarization tours,
media relations, travel trade and leisure marketing, group meetings
marketing, the Huntington Beach Film Commission and research. It
also gave an update on visitor information statistics from visitor centers
at the Huntington Beach Pier and on Main Street, as well as
summaries of special projects such as National Tourism Week.
in
Item 12. - 38
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Advocacy
National Tourism Week
To help raise local awareness of the positive impacts of oM u
tourism, the Bureau again rallied the Surf City USA
hospitality community to celebrate National Tourism for Numffion&n
Week in May 2012. With over $340 million in visitor Beach
spending throughout the city in 2011, it is clear that
tourism works for Huntington Beach.
Working with the Bureau's Advocacy Committee, staff ' n
coordinated the following initiatives:
• Presented a Faces of Tourism slideshow at the May 7, 2012, City Council Meeting,
where Mayor Don Hansen presented the Bureau with a National Tourism Week
Proclamation
• Placed a "Tourism Works for Huntington Beach" banner highlighting the number of
tourism-related jobs in the City and tourism-related tax revenues to the City above Main
Street at Walnut Ave
National Tourism WeekMay 5-13, 2012
cAufoNiA Tourili$m Works for Huntington Beachl
spa a 000.Toss•s340 e+sriuonr av vrs OR SPENDOW•$a ABtUON IN LOCAL TAX#WVMUE
Hospitality Panel at Chamber of Commerce Economic Conference
In March 2012, the Bureau hosted a hospitality panel at the Huntington Beach Chamber of
Commerce's 251h Annual Economic Conference. Centering around the theme of tourism and its
economic importance to the community, the panel was moderated by president Steve Bone and
included Bruce Baltin, PKF Consulting; Paul Devitt, General Manager of the Hyatt Regency
Huntington Beach Resort& Spa; Marco Perry, General Manager of Shorebreak, a Joie de Vivre
Hotel; and JD Shafer, General Manager of the Waterfront Beach Resort, a Hilton Hotel.
Local, County, State and Federal Legislation
The Bureau's Advocacy Committee regularly monitors local, county, state and federal legislation
for matters that will affect the tourism industry and the Huntington Beach community.
HB -179_ Item 12. - 39
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Huntington Beach Film Commission
The Huntington Beach Film Commission launched in March 2011, with the HUNTINGTON" >
aid of a $25,000 grant from the City of Huntington Beach Redevelopment
Agency. The goal of the Film Commission is to increase awareness of
Huntington Beach as a viable location for film production, thereby BEACH
FILM COMMISSION
increasing revenue to the city.
The Film Commission has had a record breaking year, significantly increasing filming from
previous years. From October 2011 to May 2012, with the help of Marine Safety Chief Kyle
Lindo and Barbara Gray from the City of Huntington Beach, over 45 film permits were issued.
Other 2011/2012 Film Commission accomplishments included:
• Two Familiarization Tours, comprised of location managers and scouts, both yielding
numerous inquiries and shoots from those who attended the tours and from those who
heard about the tours via word-of-mouth.
• Attendance and booth presence at the AFCI Locations Show for the second year.
• Presentation at the California Film Commission's Annual Breakfast, where HB was
introduced to members representing companies including Disney, HBO, Marvel Studios
and Jim Henson Studios.
• Addition of Huntington Beach filming locations to the California Film Commission library.
• Redesign of website at www.FilmHuntingtonBeach.com. The redesigned website won a
Gold Award at the 9th Annual Service Industry Advertising Awards in February 2012.
• Development of an extensive HB film locations photo gallery on the website, with an
increased number of available filming locations as new businesses and homes contact
the Film Commission to be added to the database.
• Production of eight Huntington Beach Low-Down video series episodes, with production
continuing into 2012/2013. Each episode promotes attractions throughout HB.
• Continued partnership with the Chamber of Commerce to produce a promotional video
of the new Sustainable Surf City Local Business Program.
• Sustained contact with local college film programs, to encourage and foster relationships
with future film producers and location scouts in the industry.
— ......
.,.; Briton Saxton, Film Commissioner, and Jamila Tahir,
Office Manager, attended the AFCI Locations Show
a at the Los Angeles Convention Center for the
second time in May 2012. AFCI is the Association of
Film Commissioners International. The Locations
s Show brings over 2,200 attendees and 300 film
commissions from around the world to Southern
c :° California for a three-day education and trade show
event. Over 250 attendees stopped by the booth,
adding to the Film Commission's number of qualified
contacts in the industry.
r+=
Item 12. - 40 HB -1�o-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
.Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
A camera crane films off the HB Pier for the
°' pilot of Graceland, a new USA Network show.
Oxygen channel's Best Ink films at Pier Plaza.
it rf.
The Disney Channel show Austin &Ally film a
concert on the HB Pier below Tower Zero.
Administration
The 2011/2012 fiscal year saw personnel changes at the Bureau. A summer office assistant
was hired for Summer 2012 to give much needed administrative support to the Bureau office.
Kelly Evans, Kiosk Tourism Manager, left to pursue a career at Boeing after seven years with
the Bureau. Two new Tourism Coordinators were hired to staff the Visitor Information Kiosk at
Pier Plaza.
The Bureau also installed an alarm system in the office and moved an existing workstation from
the back office to the front lobby to accommodate the summer office assistant.
k�
HB -181- .Item 12. - 41
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
HBMVB Staff
PI
Steve Bone Bob Wentworth Christopher Anderson Madison Fisher
President &CEO VP, Sales &Marketing Director, Sales Communications Manager
yam^
u #
Nicole Llido Briton Saxton Jamila Tahir Kevin Keller
Visitor Services Manager Film Commissioner Office Manager Jim Lange (Not pictured)
Kiosk Tourism Coordinator
4
HBMVB Board of Directors
First row left to right: Dean Torrence, Tom Shields,
Steve Dodge, Margie Bunten, Jerry Wheeler, Suzanne
Buekema, Robert Vaughan, Gordon Smith
Second row left to right: Kiran Patel, Marco Perry, Brett
Barnes, JD Shafer
Not pictured: Michael Ali, Paul Devitt, Michael Gagnet
Huntington Beach Marketing &Visitors Bureau
�tON�
301 Main Street, Ste. 208 Visitor Information Kiosk
Huntington Beach, CA 92648 325 Pacific Coast Highway
(714) 969-3492 or (800) SAY-OCEAN Huntington Beach, CA 92648
Info SurfC�t USA.co m www.SurfClt U
@ Y y SA com
�LIFQ�'�1��
,V,
Item 12. - 42 xB -182-
Exhibit"A" - Resolution No.2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 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 33 pages, the Bureau has had a successful year of building
new foundations and increasing program breadth, as evidenced by:
• Publication of the first-ever comprehensive Huntington Beach Dining Guide
• Publication of the Bureau's second Annual Report
• Publication of the 2012-2013 Huntington Beach Visitors Guide
• Publication of the 2012-2013 Visitor Map
• Website technology update, with the expansion of interactive content, on
www.SurfCityUSA.com
• Increase in Social Media followers and expansion into other Social Media forums
including Pinterest and Yelp
• Hosting of over 20 media and travel trade familiarization tours (FAM tours) since October
1, 2011, with more than 150 guests from domestic and international travel trade
organizations and print and online publications
• Participation in two Visit California Media Receptions in New York and Toronto, allowing
the Bureau to sell Huntington Beach to such high-level media as the Huffington Post,
New York Times, Ladies Home Journal, Travel+Leisure, The Toronto Star, The Toronto
Sun and Discovery Channel Canada
• Participation in multiple domestic and international travel trade and leisure marketing
trade shows, including an Australia Sales Trip, International Pow Wow, California Cup,
UK/Germany Sales Mission, and Australia/New Zealand Roadshow
• Participation in an expanded number of group meetings marketing trade shows,
including IMEX, two Meetings Focus Live events, CaISAE Seasonal Spectacular, five
Smart Marts, Collaborate, Destination Showcase, four Luxury Summits, Meetings 4 You
San Francisco and Connect Marketplace
• A group meetings marketing campaign that included:
✓ update of the dedicated meetings micro-site, www.MeetInHB.com
✓ creation of the Sunshine Guarantee incentive program
✓ print advertising in top national meetings and conventions magazines
• Continued expansion of the Huntington Beach Film Commission
• Expansion of the Bureau's personnel
• Service of over 23,000 individuals via the Visitor Information Kiosk on Pier Plaza since
October 1, 2011
With the accomplishment of these many projects, the Bureau plans to use the 2012/2013 fiscal
year to continue to build upon the strong foundation of 2011/2012. The Bureau will increase the
depth of its current efforts to further advance its mission of marketing and selling Surf City USA
as an overnight destination.
Item 12. - 43
Exhibit"A" - Resolution No. 2012-58
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
On behalf of the Huntington Beach Marketing and Visitors Bureau Board of Directors and the
Huntington Beach Hotel/Motel Business Improvement District, we ask the Huntington Beach
City Council to 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 BID 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 Bureau.
Some of the enhancements to the Bureau's scope of work that will be made possible by the
continued Huntington Beach Hotel/Motel BID assessment will include:
• Augmentation of the current group sales plan to include more top-quality group meetings
trade shows, as well as targeted sales calls, by the Vice President of Sales & Marketing
and the Director of Sales
• Continued expansion of international marketing efforts to include Canada as the
Bureau's fourth inbound international market. The Bureau currently has agency
relationships and marketing programs in the United Kingdom/Ireland,
Germany/Austria/Switzerland, and Australia/New Zealand
• Continued implementation of Meeting Evolution, the Bureau's new Customer
Relationship Management (CRM) system, that will enable the Bureau to better serve its
existing clients, manage sales leads, and improve tracking of the Bureau's marketing
efforts according to industry reporting standards from DMAI (Destination Marketing
Association International)
• Maintenance of the current familiarization tour program to bring more journalists
(international and domestic), travel trade professionals and meeting planners to
Huntington Beach
• Continued development of the Huntington Beach Film Commission
• Creation of a Culture & Heritage Committee to increase web content and visitor length of
stay in Huntington Beach
• Continued improvement of services at the Visitor Information Kiosk in Pier Plaza
• Enhancement and increased interactivity on www.surfcityusa.com
2012/2013 Proposed Operating Budget
Income
4-
Projected Assessment at 2% $ 1,400,00.00
Total $ 1,400,000.00
Expense
Personnel $ 345,000.00
Marketing $ 1,040,000.00
Research/Miscellaneous 1 $ 15,000.00
Total $ 1,400,000.00
Item 12. - 44 �
HB -184-
Resolution No. 2012-58
EDIT B
R-ach Inn Motel Best Western Huntington Beach Inn Regency Inn
is Alex Chao Attn:Ken Patel Attn:Ted Chen
18112 Beach Blvd. 800 Pacific Coast Highway 19360 Beach Blvd
Huntington Beach, CA 92648 Huntington Beach, CA 92648 Huntington Beach, CA 92648
Comfort Suites Extended Stay America Hilton Waterfront Resort
Attn: Sachim Amin Attn: Stephanie Tapia Attn: Gwenn Shorr
16301 Beach Blvd 5050 Skylab West Circle 21100 Pacific Coast Hwy
Huntington Beach, CA 92647 Huntington Beach, CA 92647 Huntington Beach, CA 92648
Sunset Suites Hotel Huntington Beach Howard Johnson Express
16401 Pacific Coast Hwy. Attn: Joe Tsai Attn:Kevin Patel
Sunset Beach, CA 90742 7667 Center Avenue 17251 Beach Blvd
Huntington Beach, CA 92647 Huntington Beach, CA 92647
Huntington Suites Huntington Surf Inn Hyatt Regency Huntington Bch
Attn:Kitty Zahedi Attn: Elizabeth Phi Attn: Cheryl Phelps
727 Yorktown Avenue 720 Pacific Coast Highway 21500 Pacific Coast Hwy
Huntington Beach, CA 92648 Huntington Beach, CA 92648 Huntington Beach, CA 92648
Ocean View Motel Pacific View Inn& Suites Starlight Inn
is Pravin Patel Attn: Darshan Shah Attn: Sam Patel
t o 196 Pacific Coast Hwy 16220 Pacific Coast Hwy 18382 Beach Blvd
Huntington Beach, CA 92649 Huntington Beach, CA 92649 Huntington Beach,CA 92648
Sun'n' Sands Motel 777 Motor Inn Shorebreak Hotel
Attn: Jitendra Barot Attn: Juo Mulan Attn: Shelly Gainer
1102 Pacific Coast Hwy 16240 Pacific Coast Hwy 500 Pacific Coast Hwy
Huntington Beach, CA 92648 Huntington Beach, CA 92649 Huntington Beach,CA 92648
Harbour Inn Inc. Ramada Limited Sunset Beach Inn(Travelodge) Sanatra Inn
Attn: Sunny Patel C/o Premiere Hotel, attn: Kevin Vasania Attn: Suresh Sanathra
PO Box 1439 17100 Pioneer Blvd, Suite 400 PO Box 1246
Sunset Beach CA 90742 Artesia CA 90402 Sunset Beach CA 90742
HB -185- Item 12. - 45
Res. No. 2012-58
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 20, 2012 by the following vote:
AYES: Shaw, Harper, Dwyer, Hansen, Carchio, Bohr, Boardman
NOES: None
ABSENT: None
ABSTAIN: None
o(d- Law)
City V lerk and ex-officio 09rk of the
City Council of the City of
Huntington Beach, California