HomeMy WebLinkAboutCity Council - 2012-62 RESOLUTION NO. 2012-62
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 2012-2013
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 2012-2013
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 2011-2012 Fiscal Year to Date" and "Proposed Budget for
Fiscal Year 2012-2013" (collectively, "Annual Report"); and
On August 20,2012 , the City Council adopted a resolution declaring its
intention to levy an annual assessment for Fiscal Year 2012-2013 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 2012-2013 and
a description of the improvements and activities to be provided for Fiscal Year 2012-2013.
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 2012-2013 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.
12-3389/81578 1
Resolution No. 2012-62
SECTION 3. The assessments collected will be used to fund activities to increase
overnight business stays and tourist visits to District businesses.
SECTION 4. This resolution shall take effect on October 1, 2012
PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a
regular meeting thereof held on the 17th day of September , 20 2.
Mayor
REVI ND APPROVED: INI ED ND APPROVED:
rManager Director of Economic Development 11—
APPROVED AS TO FORM:
n r VJ
fvl City A +orney
12-3389/81578 2
Exhibit "A" - Resolution No. 2012-62
t
Huntington Beach
Marketing and Visitors Bureau
Fiscal Year 2011112 Annual Report
Submitted to HB City Council July 2012
xB -729- Item 16. - 6
Resolution No. 2012-62 - Exhibit "A"
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach N/larketing and Visitors Bureau
HBMVB Fiscal Year 2011/12 Annual Report
For Fiscal Year 2012/13 Operating Budget Request
Table of Contents
Page 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
§�s
Item 16. - 7 HB -73)0-
Resolution No.2012-62,Exhibit"A"
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 16. - 8
Resolution No.2012-62, Exhibit"A"
Huntington Beach Hotel/lAotel 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
an average of 3.6 people in each group.
Domestically, 60.3% of Huntington Beach visitors are
California residents, followed by Arizona (10.5%);
Utah (4.5%) and New Mexico (2.9%). .
� Y
International visitors make up 9% of Huntington Beach _ ¢
visitors. The top international feeder markets are
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Canada (47%); United Kingdom (17.7%); Western
Europe (11.5%) and Central/Eastern Europe (9.9%). y
61% of visitors named Huntington Beach as their main
trip destination. 77% of visitors came for
pleasure/leisure/vacation, while the most visited 4a=
Huntington Beach venue was the beach (73%).
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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.
Item 16. - 9 xB -732-
Resolution No.2012-62,Exhibit"A"
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 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.
10
Visitor Volurne Avg., Vsitor Days Per- Total Visitor Spend
HB Ay9' ' Travel Person _
Lodging -` Total Length To#al Total
Ratio Group_ ti Ratio Daily Ratio
Segment Amount of,Stay Sie Amount Spend Amount
Hotel Guest 377,583 12.8% 3.27 3.37 1,233,012 27.0% $136.17 $167,904,000 59.6%
Other
Lodging 219,482 7.5% 4.54 2.68 997,253 21.8% $48.29 $48,158,000 17.1%
Guest
Day 2,342,267 79.7% 1.00 3.58 2,342,267 51.2% $28.13 $65,887,000 23.4%
Visitor
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.
xB -733- Item 16. - 10
Resolution No.2012-62, Exhibit"A"
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
within the service industry. A national panel of judges
reviews entries for execution, creativity, quality, consumer
`s 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
recognizes outstanding creative achievement by marketing
MAR" Com 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
In March 2012, Bureau Communications Manager Madison
Fisher was among the first to receive California Travel
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".
19
Item 16. - 11 xB _73 -
Resolution No. 2012-62, Exhibit"A"
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 pre-scheduled business appointments,
more than 1,000 U.S. travel organizations from every region of � °
the US (representing all industry s
4LPOWWOW
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category components), and close
to 1,500 international and domestic buyers from more than 70
countries, conduct business negotiations that result in the
o generation of over $3.5 billion in future Visit USA travel. The
Bureau conducted 38 business appointments with travel
wholesaler and receptive tour operator contacts, and met with
over 35 domestic and international journalists.
r
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.
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xB -73_ : 16. - 12
Resolution No.2012-62, Exhibit"A"
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.
Item 16. - 13 xB -736-
Resolution No.2012-62,Exhibit"A"
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
In October 2011, Christopher Anderson, Director of Sales, attended
w 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
I,p 'iy exhibition for incentive travel, meetings and events and takes place in
P� 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
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.
111111111 e- a„
xB -737- Item 16. - 14
Resolution No.2012-62, Exhibit"A"
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
u In February 2012, Christopher Anderson also attended DMAI's
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 hotel iers/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
<< specifically with a corporate meeting planner's needs in mind. Only
qualified planners who are the decision-makers for their
M 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.
Item 115. - 15S-
Resolution No.2012-62,Exhibit"A"
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.
g
The California Visitors Guide is the official -
publication of Visit California with 500,000 ,, _
copies distributed annually via 20 -
California Welcome Centers, consumer
travel trade shows, visitor centers across q
the state and at Visit California travel trade
shows. The guide also received more f ��
than 100,000 downloads of the digital \
California Visitors Guide from
www.VisitCalifornia.com.
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
3� Hilton Hotel to extend our ad in 81,000 copies of the
official California Visitors Guide in the
�E UK/Scandinavia and 80,000 copies in Germany.
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xB -739- Item 16. - 16
Resolution No.2012-62,Exhibit"A"
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
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
xunringt°�se�` California's 2011/12 US & Canada Cooperative Marketing Program
Campaign. In total, this campaign reached and engaged over 7.5
million consumers.
._ -•- 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 z
Bureau also received a 5-page x �"
spread in Visit California's Fall/Winter .• „N
2011 Digital Guide and the Spring
2012 Digital Guide. Two pages
explored the destination, while one F
page each went to the Hyatt # t�ttTtl�ttTC31 FACE
Regency Huntington Beach Resort & ,� �
Spa; Shorebreakf a Joie de Vivre .,1 fln3.Ftv t4.d best aea.u. 'w� «�"k
Hotel; and Waterfront Beach Resort,
a Hilton Hotel. -�
The Huntington Beach spread in the ,
Digital Guide garnered 11,880 page
views and allowed consumers to view a Huntington 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.
' - The Digital Guides were promoted via emails to 1,000,000 US
i consumers; emails to 500,000 Canadian consumers; Travelocity
banner ads generating 1,000,000 impressions; placement on
www.CoverLeaf.com and www.Zinio.com; and mobile circulation via
w4 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,
�^ 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%.
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Item 16. - 17 HB -�40-
Resolution No.2012-62,Exhibit"A"
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 R
Committee. ,••,:,
WIC � Y
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
"'R"' .g 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.
Sunset Magazine
In Summer and Fall 2012, the Bureau ran a 1/3 page ad
in Sunset Magazine's Weekend Trips (140,000 "
circulation); Coastal Escapes (665,000 circulation) and
Destination: Southern California (315,000 circulation).
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xB -741- Item 16. - 1 S
Resolution No. 2012-62,Exhibit"A"
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
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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Item 16. - 19 xB -7�42
Resolution No.20 12-62,Exhibit"A"
Huntington Beach HotellMotel 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.
To drive traffic to the meetings website, the Bureau `
utilizes banner ad campaigns in industry publication °
e-newsletters, including Smart Meetings and CA
Meetings + Events.
3
As an incentive to bring meetings to Huntington Beach, the Bureau
created the Sunshine Guarantee, guaranteeing great weather for
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.
HB -743- Item 16. - 20
Resolution Nu.20l2-62 Exhibit"A"
Huntington Beach Hotel/Motel Business Improvement District
Administered bv the Huntington Beach Marketing and Visitors Bureau
HBK0VB Fiscal Year 2O11/12 Annual Report _
For Fiscal Year 20Y2/13 Operating Budget Request
Print Advertising
Full-page meeting ads ran /n the following print publications during the 2011/2012 fiscal year.
Resolution No.2012-62,Exhibit"A"
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 Huntngton 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
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.
HB -74s- i;einT. - 22
Resolution No.2012-62,Exhibit"A"
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 Clips
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
AVE: $12,580
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Item 16. - 23 xB -746-
Resolution No.2012-62,Exhibit"A"
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
San Francisco Chronicle
Sunday, December 25, 2011
Circulation: 251,782
AVE: $46,649
v:Atseort j 6uaday,Deenahet's6,sou l Parsnv as aacns.ea rAvw, .
gt14;sundry,December as,Stu is I � NIf'_Y i y ChI istm
l as 1 � -
HUNTINGTON BEACH '
L in
ire bey fur i '
Beach towrfs
other diverslons j ✓ g� �
often overlooked
.•- �•tit;. �r � a���; " �, �.
By JIM R.Robinson
.eMAL T6 Tat:i.HAa[i1CLe q
The Teclmicolorbtipsof __x "' 1• "e
surfboards zip by nn cans'tops -
&-m the Pacific Coast High- e _
veal:ant]throngs of pros, t� � .
grommets and kooks bop be-- I,. �.`: ,f•, � �. �-� �.
tweea the beach and the hand-
- ful of surf shops--ail in one
block.If you Ye not a surfer,it
can seem as though the surf
rnagrtrt of Huntington Bmb is
a cluh to which you don't be-
long.
But don t think that's aft � �, -
these is to this Orange Countytown -
The84i-mile-long beach - -'�- �:,• - "'" m,
here is i haven for anyone who
appreciates the sand and salt _ - a,crnswsl k.a�E++wnrsoK::.:mrn.a e;.
air,and nonstuTaig diversions Huntington Beach pier is a landmark—take a leisurely stroll out to where you can get perspective on the 8•6-mue aboreline.
in Iitmiington Beach range
from the mute contemplative - - 1 if you go
kayaking and stand-up paddle-
: boarding to hotting miles of GETTING THERE
teals in an rcoto8ical reserve f` a Huntington Beach Is about 40 mites south of downtown Los Ange-
-to riding gondolas on nearby ••'( •''"t tea on the coast.
Huntington Harbor channels. WHERE TO STAY
Despite the(frromown's claim as Hyatt Regency Huntington Beady Resort&Spa:21500 Pacific
Surfand Dean title),not even- Coast Highway;(774)595-7234;hcntingtoabeach hyatt.cam-Rates
thing wdthin Huntington start at$240 per night.
Vkch,;.-
Basalt's F7arders is for board- SFwrohreak Hatotr 500 Pacific Coast Highway:(714)851-4470;
era(Although when you're j wtvw.shorebreakhotaLcom.Modem and sleek,this hotel is Derched
door,if you still have time, �( g �;, on the Strand in downtown Huntington Beach.Rates,begin at$209
drop by the International Surf- f per night.
ing Museum.__because bete, 3 Watarvent Beach Rawer:21100 Pacific Coast Highway;(714)845-
in the end,it all comes back to 8000:wvw.watertrontresort.ccm,REiroams have yews o`the
surfing.) coastline and private batconles.Rates start at$199 Der night.
- Why now?Fatly winter still "..� _ _ YYHERE TO EAT
has a touch of summer temper- You don't have to aurfto enjoy the beach.Reat airy of a puka'a Huntington Beach.317 Pacific Coast Highway;(714)374-
atmes,and bcacb crowds have 6G46';=dukeshundngmn.rom
dwindled,so It's much easier variety of veheeIed vehicles and pedal your way around.
,Longhoard Restaurant&Pins 2i7 Main St.;(716)960-1896;www.
to grab a prime spot for your over the Pactlie Coast Highway. tar water,but waves are a little ?tongbbanipub.com.
beach chair—or grab one of ton caucus,rent akayak or Sugar fihaek Cafes 2f3 t Main St:(714)536-0355:www.hbsugar
- the shoreside Ere-pits to warm - Spend your day:Start at the stand-up paddieboard for a shack.mm.
up the evening with winores. Sugar Shack Cafe,which kisumly paddle around Hun- !WHAT TO DO
Haeksta The&non was serves bearty breakfasts all j tington•Harbor,No one will
day,although Much fans can mistake the harbor's channels Rat-Chlea Cansernmer.3842 Wanner Ave:(714)846-1114;
namedafter Henryand also snag a sandwich,b for Venice,but you can t out "vbQ15eChlcaArg'
teamed after ery Hunting- g burger Y ge
ton,a nilrnad magnate.It or bowl of rhtli. on the water in touch the same 'Sunset G,antdata:1537C.Pacific Coast Highway;(552)592.3295;
- armed into an oil boamtown— Even if you never touch the %W,on a gondola ride(let wwwsunsetgondotamm.
with all the envirm m mal and water,hitting the beach early someone else do the work for International Surfing Musautn:411 olive Ave-;(714)960-3483.
rennntnie baggage that goes in the day is probably the best you). - €www.surfingmuseum.org.
- with it—when the largest vet`to go,including an 8th- Dialagt If strolling down MORE INFORMATION
California oil depasit known at mile Paved boardwalk that (gain Start,swing by the side- Huntifngtan m:Beach tourbs wvrw.surtcitynsa.com.(800)729-.
the time was discovered here runs the length of the shore- walk tables of the Longbourd 6232,
in 1920.The final oil strike was line that is ideal for walking Restaurant d Pub for pub fare
and bi rli Afternoons ._._._._....... __............._....... ......._�
in t95S.the same year the city's with a California twist in the
Fttsi surf shopopened.E�,etttu- bringmore people,but also "California"electric guitar,the i hotels,but if you want to romp
Pe oldest remaiuiagbuilding in
all nil ri were replaced beach volleyball matches and raRecdnn of ssuf memorabilia in the sand tngethex,head to
} Kgers P taws.End the day with Haumi-
wave riders,enough to wormer sun for a lengthy nap. is impressive, Dog beach,at the far north end
b3' ugb ian•stylefociandrnek-Fails
provide crcdenre to the Surf The Bolsa China Conner- i of Huntington City Beach,
and taxan views a[Tlnke's Don't bathers Loading your
City USA claim,apparently. >vanay is a change of pace from Huntington Beach,at the foot suitcase with too much beach �Well-behaved dogs can run
the manicured beach emtimn- 'leach-free and attempt it,body-
Checking in:The sprawling, meat,This wetland reserve `of the Huntington Reach user. gear.Beach toys and chairs— surf the waves.
Spanish-style Hyatt Regency with dunes and an intertidal Don't miss:A stop at the j as wallas bnogir bnarrk and
Huntington Beach Revert habitat has S milesof trails and International 5ufiutg hfuseum.`iricyrlrs—can be rented or IN I've.RoPdmm�fact arolefar
Spa OEM more than a fin u a mitical stopover for mi- Fran the bronze buss of Duke ':Purchased hum businesses on Tinted on tin coastal tealk from
diversions ofits own,and is grating birds on the Pae Rahaoomoku that Mee stood j 1}te FSea�' Santa Cr c ta,Bionfercy.E-mail
minverniently connected to the i P7yn ay- near the oid liuntingtun Beach i Nord to the wise:The family evnrmena to
beach via pedestrian bridge If you want to stick close to Pier to Dick Dale's vintage 1954 i dug is welcome at a few local tnrvel(ds;ch'nructe roe.
P MEE=HB -74 i- Item 16. - 24
Resolution No.2012-62,Exhibit"A"
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.com
Online Article
March 12, 2012
AVE: $12,835
Take the kids surfing in Surf City USA
B,p e'iy Olken tanin YOLAY.eom contributor
4pn170,20I2,1O75$am MSN:com
Sandra Foyt's 15-year-old daughter
w and another student get a surfing
lesson:fromZack's Surf Shop in
r . Huntington Beach,Calif.
For the ultim ate Southern Cali€orni a
tog surf experience,take the kids to
Huntington.Beach.Also known as
"'Surf City,"this destination was the
a inspiration for the.Tan and Dean
1960s hit of she same name.Ocean
lovers will dig the bodacious 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
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 Bops surf tune.
Huntington Beach native Joseph Ali,28,has been surfing since lie was 8 years of d and has'been teaching surf
Iessons 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 different wave and surf.experience,'-with surfing
conditions available year-round.
No trip to Huntington Beach would be complete without ri ding,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 Iearned flow to
surf),Corky Carroll's Surf School and Banzai Surf School.
Ali,the lead instructor at tack's Surf Shop.(owned by his father),boasts that he can get 95 percent of students to
standup on their first lesson,Families start with basic instructions,asafety talk andpractice pop-ups(the motion a
surfer uses to get from lying to standing on aboard)on the sand before entering the water,
Colleen Lanin
Surfers catch wanes in Huntington Beach,Calif
"Kids are the easiest and most fun to teach,"according to Ali.Beginners start on 7-to 8-foot foam boards in
waist-deep water.Ali pushes children into baby-sizedwaves so they can concentrate on popping up and enjoying the
ride,Surfers-to-be can take lessons at Zack`s as young as 4 1/2 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 paddedwith afloating material,which works much like a life jacket.
Sandra Foyt,a m.om from New York and author of AlbanvRi&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.
� m��orra p
Item 16. - 25 HB -748-
Resolution No.2012-62,Exhibit"A"
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
SOUTHWEST AIRLINES
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xB -749- Item 16. 26
Resolution No.2012-62,Exhibit"A"
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
Chicago Tribune
May 15, 2012
Circulation: 465,892
AVE: $17,011
401
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Item 16. - 27 xB -750-
Resolution No. 2012-62,Exhibit"A"
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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xs -�s1- .1;eml6. - 28
Resolution No.2012-62,Exhibit"A"
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
Website
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.
� a
Mill
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.
uurTTaa
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TOUR LOCATIONS
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Item 16. - 29 HB -752-
Resolution No.2012-62,Exhibit"A"
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 I� �-
1
Bureau has also taken advantage
of the new Timeline feature and
added signficant moments in
Huntington Beach history.
Updates are posted regularly and
riuntin ton Beath
include links to current and �.
upcoming local events, links to
news and articles about HB, and
interesting tidbits about the K ~�
community. The page gives
Huntington Beach fans a place to .
converse, share memories and
In Yie epzade vFtt»M'�nplo^8et_-F.L.'nrDwttC Caa Kern j
ask questions about their visit. ' d1�-d`- 'wummm��sed� - u,r.n,a.rom .�a ad,a,n��mm.erm,.u�a arc nn
Kwer Evd.p.nNnce wre�a:;�trar wt'Wfw e..r» .. ...
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HB -753- Item 16. - 30
Resolution No.2012-62,Exhibit"A"
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
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 ••
-sae-m»..mro.« M:'.........
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y z }a1MMtfwoa C4
b�� arum
rx• er»e,
.rv.
YouTube
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.
MCI "Imem.
P,
Item 15. - 31 xB -754-
Resolution No.2012-62,Exhibit"A"
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
Czl
. r Pinterest
Pinterest, an online pinboard, is the newest
up-and-coming social media format. The
Bureau has claimed the Huntington Beach
page at www.Pinterest.com/SurfCityUSA and
_� _ .... .. ., currently working to populate it.
is to '
ht
.. _ ............................ ........ ......... ........ .............
R s.w .,...,....a.,..
.............................
Yelp 005DUWN.oan FASTER WrM FMOS
The Bureau claimed the Huntington Beach "
listing on Yelp in 2011. The page currently hasA.
126 reviews. � m
aoeoc-=�
_------__...._............... ... — _... .: :,..
�tripadvisar .
Trip Advisor
In 2011, the Bureau also claimed the Huntington
"""iBeach""'°"S Beach Trip Advisor page. Staff members regularly
post upcoming events and new videos to the page
and also monitor the forums to answer any
�µ :.. questions posted about the city.
lid
HB -755- Item 16. 32
Resolution No.2012-62,Exhibit"A"
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 41h of July Celebration and Nike US Open of
Surfing, were extended to better coincide with visitor ;z j
attendance.
Upgrades to the Kiosk in 2011/2012 included re-
painting the exterior, replacing dilapidated blinds,
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
Item 16. - 33 xB -75u_
Resolution No. 2012-62,Exhibit"A"
Huntington Beach Hotel/Motel Business Improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
HBIMVB 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 t
Beach Visitors Guide that incorporates an aspirational and >s
upscale Surf City USA feel. F
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.
,"'
C0
� Q Te �,� 1xB -'157- 16. - 34
Resolution No.2012-62,Exhibit"A"
Huntington Beach Hotel/Motel Business improvement District
Administered by the Huntington Beach Marketing and Visitors Bureau
WBMVB 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
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,
and San Bernardino; the Ontario, Los Angeles and Orange County '
airports; and visitor information racks throughout the Los Angeles County '
region. The Visitor Maps also enjoy limited out-of-market distribution
internationally, and have been hailed by local concierge and customer
service personnel as excellent tools for assisting visitors and residents.
Huntington Beach Dining Guide
In March 2012, the Bureau published the first ever
wuem'nrcrszxs�rter `` �3
-� comprehensive, stand-alone Huntington Beach Dining Guide.
DINING �D ��' 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
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
... ,3
for groups holding events at local hotels.
OEM
Item 1 D. - 35 HB -758-
Resolution No.2012-62,Exhibit"A"
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
m n 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
the city.
. I ww" " '' The Bureau printed 10,000 Walking Tour guides and distributes them via the
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.
K
.. HmUngtai$xxti'- ...-
.,.H3storlc.Hes.Boerd-:-.--
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.
r-
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.
HB -759- Item 16. - 36
Resolution No.2012-62,Exhibit"A"
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 •
tourism, the Bureau again rallied the Surf City USA oulism '
hospitality community to celebrate National Tourism for u n
Week in May 2012. With over$340 million in visitor
Peach
spending throughout the city in 2011, it is clear thatJ ._
tourism works for Huntington Beach.
A�,
Working with the Bureau's Advocacy Committee, staff `
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
VC40i r stay S•13, 2012 IO' Tourism Works for Huntington Bea chl
�t•eam 4,000 JOBS a$340 MILLION IN VISITOR SPaVO NG*$9 MILUON IN LOCAL TAX REVM E
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 -760-
Resolution No.2012-62,Exhibit"A"
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 2012113 Operating Budget Request
Huntington Beach Film Commission
The Huntington Beach Film Commissi
on launched In March 2011, with the �ur�TI�iGTal��
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 BEACH
Huntington Beach as a viable location for film production, thereby FILM COMMISSION..
increasing revenue to the city. firmNuraangror4_>9ch.r�
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
at the Los Angeles Convention Center for the
" second time in May 2012. AFCI is the Association of
Film Commissioners International. The Locations
Show brings over 2,200 attendees and 300 film
commissions from around the world to Southern
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.
MINNIM
xB -�61- Item 16 38
Resolution No.2012-62,Exhibit"A"
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
Nag A camera crane films off the HB Pier for the
pilot of Graceland, a new USA Network show.
n
Oxygen channel's Best Ink films at Pier Plaza.
h ay
I
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.
Item 16. - 3 9 HB -762-
Resolution No;2012-62,Exhibit"A"
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
1'Yu
S
Steve Bone Bob Wentworth Christopher Anderson Madison Fisher
President &CEO VP, Sales & Marketing Director, Sales Communications Manager
3
s
s.
Nicole Llido Briton Saxton Jamila Tahir Kevin Keller
Visitor Services Manager Film Commissioner Office Manager Jim Lange (Not pictured)
Kiosk Tourism Coordinator
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 ;0N
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@SurfCityUSA.com; www.SurfCityUSA.com
UFO����
Item 16. - 40
Resolution No.2012-62,Exhibit"A"
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 Huffngton 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.
i 'Item16. - 41 SEE=HB -764-
Resolution No. 2012-62 - Exhibit "A"
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
I Income
Projected Assessment at 2% $ 1,400,00.00
Total $ 1,400,000.00
Expense
Personnel $ 345,000.0 0
Marketing $ 1,040,000.00
j Research/Miscellaneous i $ 15,000.00
Total $ 1,400,000.00
RAW
xB Item 16. - 42
Resolution EXHIBIT B
No. 2012-62
Beach Inn Motel Best Western Huntington Beach Inn Regency Inn
Attn: 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
Attn: Pravin Patel Attn: Darshan Shah Attn: Sam Patel
16196 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
Item 16. - 43 HB -766-
Res. No. 2012-62
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 17, 2012 by the following vote:
AYES: Shaw, Harper, Dwyer, Hansen, Carchio, Bohr, Boardman
NOES: None
ABSENT: None
ABSTAIN: None
City Verk and ex-officio Clork of the
City Council of the City of
Huntington Beach, California