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HomeMy WebLinkAboutCity Council - 2013-45 RESOLUTION NO. 2013-45 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 2013-2014 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 §36500, et seq; and The District's Advisory Board has prepared and filed with the City Clerk a report an "Annual Report/Operating Budget 2012-2013 Fiscal Year to Date" and "Proposed Budget for Fiscal Year 2013-2014" (collectively, "Annual Report"); and On August 5, 2013 , the City Council adopted a resolution declaring its intention to levy an annual assessment for Fiscal Year 2013-2014 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 2013-2014 and a description of the improvements and activities to be provided for Fiscal Year 2013-2014. 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 2013-2014 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. 13-3833/99518 1 Resolution No. 2013-45 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 01 , 2013. PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 3rd day of Se tembe , 2013. Mayor REVIE ND APPROVED: APPROVED AS TO FORM: C' y Manager ity Attorney 13-3833/99518 2 H NTINGTON SurfCit U Huntington . _ each Marketing and Visitors Bureau Fiscal Year 1 -13 Annual Report For Fiscal Year 2013-2014 Operating Budget Request Submitted to HB City Council July 2013 Item 11. - 6 HB -368- Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau R"V"B Fiscal Y,c-r ZI-1 3 1 uz For Fiscal Year 2013-14 Operating Budget Request Table of Contents Page Section 3 Introduction and HBMVB History 4 Awards Sales and Marketing 5 Travel Trade and Leisure Market 7 Group Meetings Market Advertising 8 Leisure Market 11 Group Meetings Market Media (Public) Relations 13 Media Receptions and Familiarization Tours 14 Press Coverage 16 Website 17 Social Media 20 Visitor Services 21 Publications & Collateral 23 Huntington Beach Film Commission 25 Huntington Beach Sports Commission 26 Advocacy 28 Administration 29 Looking Ahead 30 2013-2014 Proposed Operating Budget X 0 �,NaN N INN IN, =m 11. 7 HB -33 3 5- Huntington Beach Hotel/Motel Business Improvement District .Administered by the Huntington Beach Marketing and Visitors Bureau HHER-WEER _-isc-al Year 231d-1,a Al rivai Report For Fiscal Year 2013-14 Operating Budget Request Introduction and History In 1989, the Huntington Beach Conference and Visitors Bureau 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." 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 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. The Bureau's current mission statement 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. Today, Huntington Beach visitors spend over $367 million in the city each year, resulting in over $9 million in tax revenue. As the official advisory board for the Huntington Beach Hotel/Motel BID, the Huntington Beach Marketing and Visitors Bureau uses BID funding to support the projects described in this report. In the coming fiscal year 2013-2014, Bureau staff will continue to improve these programs and increase its efficiency as a destination marketing organization. � 4 , s � a �15 12 � #k gg „Y tVS,51 01, Item 11. - Huntington Beach Hotel/Motel Business Improvement District Administered u/the Huntington Beach Marketing and Visitors Bureau H'S&l\y5 7�s�-a< Tear�812-\3 FmrFisua< Year28i344 [>peratinQBudgst Request Awa rds x�wmao ��s The Bureau and its staff received recognition this past year for accomplishments in the tn8V8l and tOU[iSDl industry. DIVIAP Accreditation The Huntington Beach Marketing and Visitors Bureau was awarded accreditation by the Destination Marketing Accreditation Program (OMAP) in2O12. OMAPiS@ninternational accreditation prOQr@nl developed by the Washington, DC based O8Stin@UOn Marketing ASSOCi@UOn International (OK8A|). |tiS@n independent international 10 accreditation body and @ leader in defining quality and performance issues in destination marketing. OMAP accreditation standards require excellence in all areas ofbusiness: * Governance * Management ° Technology * Reaearch/Market |nte|i)Qence * Communications w Destination Development ° Stakeholder Relationships * Brand Management * Human Resources * Group Services ° Finance v Visitor Services * Sales ° Innovation California Travel Association Emerging Leader Award Briton Saxton, Film and Sports Commissioner, received California Travel Association's Emerging Leader Award, given tO individuals age 3OO[younger whose contributions positively support and promote t[@v8|' tOUriSnl and hospitality. The California Travel Association is the advocacy and education organization that works tO protect the State'S tourism industry. OC Metro 40 Under 40 {}CMetrO also selected Briton Saxton, Film and Sports Commissioner, aa one of Orange Countv'a4O Under 4O |n2O13. This award |s given to the county'a highest achieving young professionals, who are selected based on their drive, passion and accomplishments within their field. Huntington Beach Hotel/Motel Business Improvement District =administered by the Huntington Beach Marketing and Visitors Bureau t"iE(`IVB i-is Gc:i N�ev.r 201 E 13 A -r-i r.a, �.r .. For Fiscal Year 2013-14 Operating Budget Request Sales and Marketing Travel Trade and Leisure Market The Bureau continues its successful international travel trade and public relations agency representation agreements in the UK, Germany and Australia. Bureau staff also attended trade shows and events featuring international travel trade attendees. International Pow Wow In June 2013, Madison Fisher, Director of Marketing and Communications, attended the US Travel Association's International Pow Wow in Las Vegas, along with John Ehlenfeldt, VP of Sales and Marketing, and Rachel Volbert, Communications and Social Media Coordinator. 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 category components), and close to 1,500 international and domestic buyers from more than 70 countries, conducted business negotiations that result in the generation of over $3.5 billion in future Visit USA travel. At this year's event, the Bureau conducted 42 business appointments with travel wholesaler and receptive tour operator contacts, and met with over 40 domestic and international journalists. ; kR=San„ A Megan Martin from the Waterfront Beach Resort, a Hilton Hotel,joins the Bureau team at one of the evening receptions during International Pow Wow in Las Vegas. ig IN i 1• Nc�uiva<.• 2013 UK Sales Mission In July 2013, Madison Fisher, Director of Marketing and Communications, spent a week traveling throughout the United Kingdom conducting media and sales calls in Glasgow, Newcastle, Dublin and London. Working with the Bureau's local agency, Black Diamond, she showcased Huntington Beach products and the destination to top UK and Irish travel trade and media. Fisher is pictured here with the Bureau's Black Diamond IY account representatives James Mead, Travel Trade Executive, and Emma Westman, Public Relations Coordinator, at the Visit USA Independence Day Ball in London. The Visit USA Independence Day Ball is the only event in the United Kingdom dedicated to the UK-USA travel and tourism industry and is held during SeeAmerica Week annually on July 41h. Item `11. 1 �-372-0V HB Huntington Beach Hotel/Motel Business Improvement District Administered uy the Huntington Bew-h Marketing and Visitors Bureau ��W�'VB Fiscza| Year 2-8i2-\S For Fiscal Year 20i3'i4Operating Budget Request 2013 California Cup For the fourth consecutive year, the Bureau was invited to participate in the California Cup, held in Santa Barbara just prior to International Pow VVmW. 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 repreaentotivea, attend from various countries throughout the world, including Australia, France, Germany, Scandinavia, Italy, South Korea, the United Kingdom, and the United States. 41 This year, the Bureau was represented by Madison Fisher, Director of Marketing and Communications from the Bureau; JD Ghofer, General Manager of the Waterfront Beach Resort, a Hilton Hotel; and Roger Onxden, Director Of Leisure Ga|Sa fOrJOie de Vivre HOtS|a. Orange County. Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau c[VB --i Scal Year i �`v-.1 nC% I FReporf For Fiscal Year 2 13-14 Operating Budget Request Sales and Marketing Group Meetings Market In 2012-2013, Christopher Anderson, Director of Sales, and John Ehlenfeldt, Vice President of Sales and Marketing, participated in an expanded number of group meetings market trade shows, with the goal of increasing the number of leads generated and meetings booked for Huntington Beach meeting-capable hotels. Listed here is an overview of some of the shows attended this past year. IMEX America In October 2012, the Bureau again 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 is the largest hosted buyer program held in North America with over 2,000 qualified buyers. Smart Mart For the third year in a row, the Bureau participated in Smart Meetings magazine's Smart Mart trade shows. These one-day, appointment-based events are held in key cities throughout the Western United States. Destination Showcase DMAI's Destination Showcase in Washington, DC 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. 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. Each event is limited to 75 meeting planners and 25 hotel iers/DMO's. The Bureau attended Luxury Meetings Summit events throughout the Western United States. Collaborate Marketplace Collaborate Marketplace, held in Denver in 2013, 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 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. 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 and was held in Milwaukee in 2013. .-�-�v'x' , ,& ` q Item l 1. - , c�'�� Huntington Beach Hotel/Motel Business Improvement District Adminstareduy the Huntington Beach Marketing and Visitors Bureau HCE V3 F-!so�( foar2012-13 /�m�oa[ Fepmrf For Fiscal Year 2D13't4 Operating Budget Request Ad ve r-t^s^ g Leisure Market ���U����� o�o�n ��� Print advertising is Still an )DlDOrt@Ot DO[tiOO of the P\U[e@U'S marketing efforts, as we have CODle to find that @ number Of our visitors prefer print materials to digital. Listed herein are @ few examples of the BU[e@U'S print advertising in fiscal Ve@[ 2012-2013. California Visitors Guide With partners Hyatt Regency Huntington Beach Resort & Spa; ShO[8b[8ak' a jOi8 d8YiV[8 Hotel; and Waterfront Beach R8SO[t. aHi|tOO Hotel, the Bureau again produced a cooperative full-page ad for the California Visitors Guide. The California Visitors Guide iS the official publication of Visit California with 500'000 COpi8S distributed annually via 20 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 188'888 downloads Ofthe digital California Visitors Guide from vvVvvV.YiSitCa|ifO[Oia.COrn. In addition to the dOnn8StiC {}elifocn/e Visitors Guide, the Bureau also collaborated with the Hyatt Regency Huntington Beach Resort 8^ Spa; 8hOF8br8ak' aJO)8 d8Yiv[8 Hotel; and Waterfront Beach Resort, a Hilton Hotel to extend our adin53.880 copies ofthe official {}e/ifoxn/e Visitors Guide in Scandinavia, Mexico, France, Brazil, Germany, Australia, India and Spain. Consumer Magazine Advertising In 2012-2013, the Bureau took out full and partial-page ads in such magazines as Sunset Magazine, Coastal Living and Get Away Today. It also took out a full-page "thank you" ad in OC Weekly's Best Of2012 edition, in response to receiving top rankings in multiple categories. Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Markeiing and Visitors Bureau c,..MVB Ct`:vc-i ""Car 2:0,1t v-I.;i ri t..._'cf` Repo For Fiscal Year 2013-14 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 California's 2012-13 US & Canada Cooperative Marketing Program. 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 2012 issues of Travel + Leisure (150,000 copies) and Food& Wine (200,000) and in the February/March 2013 issue of National Geographic Traveler (150,000). In Canada, the supplement ran in the December 2012 issues of the Vancouver Sun (95,000), Calgary Herald (85,000), Edmonton Journal (75,000), Toronto Star(145,000), 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 2012 Digital Guide and the Spring 2013 Digital Guide. Two pages explored the destination, while one page each went to the Hyatt Regency Huntington Beach Resort & Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Beach Resort, a Hilton Hotel. The Huntington Beach spread in the Digital Guide 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. i 3 > 'xdi3iA S - - -w-+mow-�.-.«• n4 EA; ' -8 �Lt•"!':":. OKeri=+,g tt,x tt'tast suthc ttrc,urf RfC..p!€,z'�uptP�u4Cfr Y£' .�tl�...�f � - uttinhzrrsp{-esi cens'iin ,K,tMj=tg[on Brnztcl,is i3 wzVmomir=a t—w°hem i,it—, taOi U h0li,an Lhr sand. The ntttr„de in t-2un;in.Ktar_Beach c4,.nWy be - - dEscrib�d as laid bale,and easy,gai,,q, Cs:,--j.1,.Fd-r ,m6cm W-,„dcl,wperautm,u-E hd:;EgthroaPiE d,e a.�<.c:a;:a - - - ,tu6, b­� — wnc.uo uTc,L}sac: -.gee:.x, e, uriats inr +wvrld<-4eroen 6 d wflI%nai, 1e Vi'. -m...� a..a., i - adogxu*nrgorart dncxa a!' mt os h �R rh(. ull gar t• z`. - muxifnr.gcJsE 77 . I'& bo '. rn � L t " i.na ( -r h ah«ec KP '€ ,,� •t-slk�F-a¢,c,'anSmtiorx ,+aeortraernvnicu and.. :.dunivscm&a,:engms c ale,d,<s ni.zuisrzigilm, .mdiatmE 76 Pi-.,a &vrhr�„tu;,u,;.rzua=m3 -rc a7.ff nr Pscix-nx6:d x,,tF'. .. `r.sc,v•i.an v.: xnLx-d-xinn7ursn.Fx f., d:,1­6.w.Ni.-i.ge»doL ca,nrk�:-t -arm.. " hpuYaiwHo--11[ ru— .k.d- suw r puMi, 61 w m d F w w� a z drs «­h i, Ao"tl * -c -11_4' HB -�76- Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HEMVB Fiscal Year 2012-1 Annual Repoft For Fiscal Year 2013-14 Operating Budget Request California Welcome Center- Buena Park The Bureau renewed its agreement for two display ads in the California Welcome Center in Buena Park. The larger display ad is located in the front entrance while the second display ad is located in the main room containing the brochure racks, above the Orange County section. The newest California Welcome Center, the Buena Park center is the only location in Orange County. It 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 second year of operation, the Welcome Center assisted 30,000 walk-in visitors. This number is expected to increase by 30% in its third year. As part of the display ad agreement with the Welcome Center, Huntington Beach is also featured on the California Welcome Center's website as one of the Top 5 Most Popular Things to Do in the area. I f i .yG• IY II � •,I Yr F• ,I I I. ,I., Destination Video and Photo Shoot In fall 2012, the Bureau contracted Tallgrass Pictures to create a destination video for Huntington Beach. The video was shot on a RED camera, an HD camera that is often used for filming full-length feature films and is among the best film technology currently available on the market. Due to the high quality of the footage, Tallgrass Pictures was able to pull high-resolution screen shots from the video, giving the Bureau new destination images to use in its marketing s° efforts. The video includes stunning shots of the Huntington Beach Pier, beaches, bonfires, downtown and The Strand, the three resort hotel properties, dining, as well s as activities away from the beach including horseback riding, stand-up paddle boarding and gondola cruises in Huntington Harbour. The finished product will be used in a variety of ways, including at events and tradeshows, client trainings, on various websites, and to market the destination to meeting planners, leisure visitors, travel agents and on the Bureau website, SurfCityUSA.com. �.- -S r -,`z�" ' s ".. HB -377- MEN 0.4 'A-jkN Item 11 - 15 Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBNiiVB Fiscal Year 2012-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Advertising Group Meetings Market In addition to direct sales efforts within the meetings market, the Bureau conducted group marketing advertising campaigns and promotions targeting meeting and event planners. The Bureau maintains.a meetings website at MeetlnHB.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. ,M- P To drive traffic to the meetings website, the Bureau ' purchased banner ads on Cvent.com, a popular ; online tool for meeting and event planners. _ bg , l r As an incentive to bring meetings to Huntington Beach, the Bureau offered two promotions during 2012-2013. The Sunshine Guarantee, guaranteeing great weather for your event or a credit to the final master bill, ran through the end of 2012. In 2013, the Grand Offer compensated meeting planners for conducting Huntington Beach site visits, with an additional credit to the master account for meetings that were held in Surf City USA. :: ,d :, .. ;,la,;fvr.,^.udlir,.u.ai_a . .e:,::a le.,r•::1. w, ck s GRAND^- in . .."'.�_'; .,'mcwr.•eazm:.m>sc avc+en�.>v :.,:«: o:e>.ram,-..,u.arw��:,w ..aswr,r:+.n: , . _ vim,en x.. rir•e, a r xc r� ., GRAND v_ -i _._ _. . — ... .._. `: s.er N.xc•1:Atxn,wzW��MRvrxw. wv.:xwz:x. A.panes �CXA(1•F w�IG;_.6bmiMl i:- f..JNFswiaera.»YnIW nxMa.:n'3w,mpw... +v u.. mearwstws.snmxr.. ex h^'^~»vt- :-re. w� z..r.wNWwsu<1avto -:...ow.:>rmws=+w.saAxrt. :Sxzfaa+i•n.Nd:!,uwariGryr. x4t•t5.lr,.yz.lN%x.3xC.szws&ccrhyay.q:m ' -xrvl4Kt.N.aw r:Rizr-W ee..x h'a:rc...tnr w'J.M.65tIIM1981mgxL]HTfPtbW. .ltcscz nloa...artrx oac,bOMNO! . �-4�� ,.� ,a,..�t a.�. ��r "� �.. �' �r �a • �„ ffi .w.4�3'"��E��°' �� �'�, � ' F h Z �' � Item 11. - 16 �� , I � a HB -378- � . ,ry , Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau RBA VB Fiscal Year 2012-13 Annual.Report For Fiscal Year 2013-14 Operating Budget Request The Bureau worked with Striker Media to create a new three-panel meetings brochure, highlighting the destination and its many meeting-friendly amenities. a emer>e���nves,, k,t - e - am..-«;�zwn.nEcaniaw M m F Calitomia Style;` h^ S r <3•"zS � �. n4 WuS 0te19-. R�'� .aux'Sf4 tNN�_. s E d.NWwo�d.ana6 °j '•: _...+.. "-��' SHefes9. M a' Lam[ � PLLFg Giri.Rh`✓;[1HIFT+.� �� �YNq�an=� .�... L A full-page group meetings ad ran in four issues of Smart Meetings Magazine during the 2012-2013 fiscal year. Two .7 ti of these issues also included a full page advertorial R featuring Huntington Beach meeting-capable hotels and city amenities. x; HB -379- "Item 11. - 17 Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau H,Bft4VB Fiscal Year 20 t2-13 Annual Report For Fiscal Year 2013-14 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 television, radio, digital and print mediums— generating demand for Huntington Beach both domestically and internationally. Media Receptions The Bureau's Director of Marketing and Communications, Madison Fisher, participated in four Visit California Media Receptions: Toronto, Vancouver, San Francisco and New York. These cocktail reception-format events receive an incredible mix of high-level media from newspapers to magazines to digital media. Examples of publications and media in attendance include: • Huntngton Post . The Toronto Star • Coastal Living . The Toronto Sun • New York Times . Discovery Channel Canada • Ladies Home Journal • TravelWeek • Travel Weekly • Canadian Traveller • Epoch Times • Canadian Travel Press • Travel + Leisure 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. With the help of its hotel partners and area vendors including Waterfront Adventures, Toes on the Nose, Rocky McKinnon, Sunset Gondola, GW Tours, Pedego and more, the Bureau hosts a number of media and travel trade FAMs each year, with guests from domestic and international print and online publications. Participants in the FAM tours come not just from the United States, but from all over the world, including Canada, Australia, Germany, Brazil, Mexico and the United Kingdom. fill 111111 . '.{ Item 11. - 18 xB 3 s o- � `� Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBftgVB Fiscal Year 2012-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Press Coverage Print, online, television and radio press coverage are the result of the Bureau's efforts via attendance at Visit California Media Receptions, hosting of familiarization tours and working directly with journalists seeking information about Surf City USA. The estimated ad value equivalency for press coverage this fiscal year exceeds $2 million with a total circulation of over 5 million. Samples of press coverage include: The Daily Telegraph — Surfing Dogs Have a Howler October 2011 (Print/Online) Print Circulation: 350,059 Online Circulation: 7,700,000 Print Ad Value Equivalency: $54,941 Online AVE: $50,770 MX Sydney— Endless Summer October 2012 (Print) Circulation: 99,059 AVE: $19,147 Yahoo! Travel — Great Spring Break Getaways for Every Taste March 2013 (Online) AVE: $32,494.26 The Sun (UK) — Live Like a Local April 2013 (Print) ,x':k rtumarr 2279,492AVE $17,0W ct�s 5 ,, Circulation: 2,279,492 AVE: $17,000 r. _ �E �. �y ['EVfY!if1!iti VfE R�i.PA4a(3j Cll E'! T 4�E ten'rza�esYpr� ng€h. lC7S Ascxstvrcr a p5gi o ACaF Bf Uf t7 - _. fCSliT1 tt :u'Ut't tt Strafe y 7n IMM"iii,tn -leach, r erE 3£2 SDtt3@ f88lip OR UiE„ 17C�3XJ„#1$ Ott€ t.Acount3' trtDLt--good PtaN5 YP}tPd ySaU y 5#1',.1'fvP 20;aitt OJS 3+'tiftt3;2f iaidk rafts cstn vatttbtkes.orinards -asar su#biarz& START THE STAY dfi Ong the array_ etinti�}y$ . � ootfee a ba aI at" R 8UT>DC?PdT WSS7HIS slap want to hit tars t+d Pxas = ,aistrxadd aDPTsg ft par tagach +ltP xvater r ssf 8 4-4 scirE izuarsf Tttwtxt Zero a€td, wRPtottt ur #8n 'r ptt dam S[eet. Ruby+'sTlene ark hotl4 r gal han_o ouY �3f3t t tsfill c sorters}u i --voRs, on Main as tt rrtg or tftno MakB sum you txmg Lsst tta th a eaNks suppUes hke waac r3r youcrammeea- ocr can AgaW � N, stmscrean.' K gef soma greet shots of, LOCAf S':fl0tft T Pa+k3sn , tsiti also,prc e'kzp a kua15 and pr[fs-surtng Atatn Street on a T. E parr Of t3oard shorts car #aesttle ttta pter euarnnS°' vsr Ttatit s Surf ' ' vretsu t}epsrtKtmg fiat-Y AAUST 7TtY. y Hosu � a musk and wriatti a#Dtitcce s n smurarstasz toL o€,stattsltrnp foctf' SEE l NfS FIRST A #as suet seas cver# }fewel arbd t�a�trug Aq tae8utitut.ssallr�s8 otT cva at tt s a Sraat spot Zr"W.of 3erysiutC aearm9m{rsgtalka 3posfte thep� Terasalsaa � �� t z�€t i�iar`nde"���rg'�e•'{3�an a�� "�`akl.z�ra�at�.ic� .^'woitdrtt?tll,fatnters �� " the gaaysdN, Ott�t a ndy'z �As'R Z Jrmrieet setting zP °,WefkYpY&`�hA{tal.9At � 1.019tt'15'f,tRS. 7� 'II"$Sh,riit'!C*tC9t: F .a. .._. ...�_ _ gm N as xs -�s 1 Item 11 . - 19 Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau h'BNr1E`B Fiscal Year 2012-13 annual Report For Fiscal Year 2013-14 Operating Budget Request Partnering with Visit California In early 2013, Visit California approached the Bureau with a request to participate in an exciting advertising campaign: NASCAR Sprint Cup Champion Jimmie Johnson was to do a day of surf, ski and speed, showcasing California's amazing amenities and their proximity to each other. Along with champion snowboarder Todd Richards, champion ski racer Daron Rahlves, surfing champion Ian Walsh and stand up paddleboarder and big wave rider Dave Kalama, Johnson tackled the waves of Surf City USA, the slopes of Mammoth Mountain and the track at the Auto Club Speedway— all in one day. In addition to Visit California's advertising campaign that featured each of the three destinations, national press picked up the story with articles in such places as ESPN.com, the New York Times Blog, and SurfersVillage.com. The total circulation for these media stories was over 48 million, with an ad value equivalency of over$52,000. Yahoo! Sports—Johnson surfs, skis in California March 2013 (Online) Circulation: 48,000,000 AVE: $19,483 ESPN.com — Extreme Fun for JJ, California Style March 2013 (Online) AVE: $30 801IF7�` , OR f . r sm� x r Ti € e x NEW 3 em i { q WNW y f � t# l a4 Item 11. - 20 FHB -382- 01azm Huntington Beach Hotel/Motel Business improvement District Administered by the Huntington Beach Marketing and Visitors Bureau E-EB.NgVB Fiscal Year 2012-13 Annual Repo r t For Fiscal Year 2013-14 Operating Budget Request Website The Bureau took the next step in the evolution of its website, SurfCityUSA.com, by contracting with Simpleview to create a brand new destination website, to be launched in fall 2013. The new site will house information for all of the Bureau's clientele, including leisure guests, meeting planners, film and sports scouts, media, and local partners. It will feature an improved, interactive events calendar; complete listings of Huntington Beach hotels, restaurants and attractions; and photo and video galleries. -simil OS s' ��q.�p}{y�..� `ye gyp.�Y }Fyn , pg�`y��, y}�-jgt(F r}°�yy R€tYi`T0�,NUNTINGT IIY l VCIL lily ' B �CITY SA K' ' E t7iscaver ttre[!range County cikY that defines Southern CaDfan+�a`A place wt re qu€ntessentiai mdd�arrcf meilvwalihuNaacd7 . - �tturE that m�e the state iemo s sill pens, where pseterma�si ss takes a back sead:io casual arw ca41�vtiere the true trentiseiters an of West Coast�dshwn food t!Dtestyle res i nkkington B;~arh dormnates the Galitomla ta$ach scene W tlt fd�mlies of beaches.The aty features 1he`mo�cansistent x2�es oh the YYest Coast< attrdsute That helped the telly!starve the nickname-Surf C+ty USAF' x a r ®tHI�H21 LIGH If,S 3 -IF t s 11f c 4 ' fi fi 'W TIGIiG r ;TtT1f iYIIL'GU t#�,. . ?s F111f W1 GD DlERf ^� F'tt'Lf YYD:18D :_ PttetsfivseafOh mprm Aurxc irisMalea iAautp etemenium drpnis�m haw}ortt Lms Nra9am�ns+t�dtc+}YramPw v - mmhlnaapbeaU"baa.aroeidumsa..,man`� +ds�uteuddoramerenenars�t.,mun attuuanecacdanaad rnat �, s� h; r .�•.> --,. .max :. Y a �,m � �` � ���. E�_ �Lu,cE.�^,,,° �'''.; Item 11 xB N ;s;- . - 21 Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau FiBMVB Fiscal Year 2€112-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Social Media Social media is an important part of the Bureau's public relations efforts, allowing immediate, direct and consistent contact with Huntington Beach guests, residents and fans. In 2013, the Bureau partnered with Think! Social Media to help enhance and better strategize its social media presence. Rachel Volbert, Communications and Social Media Coordinator, oversees all social media outlets. Facebook Within the past year, the Visit Huntington Beach page has I more than doubled from '� 12,000 likes to over 29,000 likes in early July 2013. One to two posts are made daily that include links to current articles and events, enticing visuals, and other trivia and „ -- rs :tfesspe a community news. The page is Visit Huntington Beach - F �. .,. not only used to share information, but also to 6 engage and communicate with L. ::. s A.awt_5:;qttiaaE3t .Gi.•L --xnb S—k1 rSty i'ia'uirsn tcri visitors and locals about their i Huntington Beach experience. } : f >��r; a:r~w'rric?>.. ia..d as ew.rs AeFA-F YrsPFNmSvyiaei Bead. 4: Ec"F G� db- :t o,.M 'n'Lr es!Soyd a=funk .aadifr,n-:.efiF to('er. ARa4-farrc V N L3 9ues3 aa—I,g cr nDxn—iny!:a-,�y.c,� —tev#be—dr an flee ra9,fatian ona3 bead,ban4e ph the .... _ ...... ..... ..._ __.. .... `; a+en.o6ave'he5amres Aef�A-Fa Sq:6 fi the free b-m read nnre erouf the izse — h:xs:lfwr.'..f-ycmk.mn:;'cvent,i1E46965 35N574; YCS%uatE�yLm Bead, Save the Sputhem Cal�utnia Iieadi i± 'r7;q 21865 C.:Aey Lk-0--d Garr CA —,or�!Get rckec�i:c:�_-me arec_q 4153GeCan yql Taus Ws rRssnFr�ttztgtort BeadtaM vr'tgs ' p:c4ied r:Ne aiddei ':,:ke 3..`+iaaee�.5h �• - '.:fl iv ��' � � a�D 1 La'Zit pe.gror Bce fha - 'T CCTmk y`;, .. �.rr :pj, •a}!EE '.'._ Yis$Naelm,gnaBMdr'.ihn .xgrr,s.-i+weB•,nib __ .� [4 --:, '^disohm.,L7ngc'SSL�}.t. ?SF 'SMACaiart l4r z"1W teana9v,xnt '�* E: .0".dME Gwe.anp&wr36 Veep tlx fire "�' , Wag,oa Onr lSaarlfes- . t Taws 5:x,1 f,..,.ztky'�n sty '� anrnri.:.e•v.c xe Mue. Shcrme �Iw�dooauugtiio miad.tb : itrai fsae tpCicn. nqn g�: LExe'F�t9 G ,:L 3xi::c ag Item 11. - 22i M�M ` EF HB -384- aa. ; a Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau BNrI B Fiscal Year 2012-1- Ar nua! Report For Fiscal Year 2013-14 operating Budget Request Twitter The Bureau uses the Twitter handle @HBSurfCityUSA to promote Huntington Beach through images, hashtags and short bits of information all while interacting with followers. Since summer 2012, Twitter,followers have increased from 561 to 1,133. Pinterest Pinterest reaches a specific customer niche through visuals and webpage links. A Huntington Beach "mood board"was created and organized into specific topics where original images can be posted or others' images may be repinned. The account can be found at Pinterest.com/SurfCityUSA and currently has 272 followers, 17 boards, and 416 pins. . . S` `� lfisit Huntington Beach F °" c f :gkawu�e,.aen ram-.,w vm:_s .,.,crno o• ', � :: ... W .. . \ l . e m ua .. X cur i { t - !c l3wjF Nj tt,i VI[a�Suy _.••,- Ni inga'.• ,Y_•:�t YIOco. .•• Wci FyHam Wt UI 9 6W� I ti _" ..e. ».. ........ �.w.,,. IY6 CuW Every ENe 9xnA W de... 5.1 GItY t1U j+ E f "� ; _ to 1 ;. Yelp The Huntington Beach listing on Yelp has 158 reviews and an average of 4/5 stars on the rating scale. It can be found at yelp.com/biz/huntington-beach-huntington-beach. ; _ ,s xB -ass- . Item 11. - t Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau IHB[TiVB Fiscal Year 20 F2-13 Annual Repot t For Fiscal Year 2013-14 Operating Budget Request Instagram The Instagram account @SurfCityUSA has gathered 1,875 followers since its creation in August 2012. Photos are posted almost daily where many fans comment or are encouraged to use certain hashtags to share their images of the city. In the past year, 120 photos have been shared on the account. YouTube Videos are posted to the Bureau YouTube channel at YouTube.com/HBSurfCityUSA, where 188 subscribers can view up to 87 uploaded videos. The page currently has 80,673 video views, an increase of almost 20,000 views since 2012. Flickr Flickr is almost purely comprised of high resolution photographs that are organized into sets or groups which generate fan interaction. The account at Flickr.com/photos/visithuntingtonbeach was created in October 2012 and has 54 photos. Vine Vine is a video application that allows the A •, . Bureau to share short 7 second videos of s �� Huntington Beach. Since the account creation in April 2013, 9 videos have been posted and 102 "' � `- followers have been gained. ti a 4r. d"m m.� Huntington Beach may 28 Everyone's out playing at the beach! #huntingtonbeach #surfing #bcardwalk #beachvolleyball 32 people like this Lauren Cunningham Yes!!I miss this:(I moved to Vegas 71/2 years ago after 114 Item Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBI'0VB Fiscal Year 2012-13 annual Report For Fiscal Year 2013-14 Operating Budget Request Visitor Services Visitor Information Kiosk The Huntington Beach Visitor Information Kiosk at . Pier Plaza served over 36,000 walk-ups this year, a 55% increase over the previous year. The Kiosk continues to serve visitors and residents F seven-days-a-week throughout the year, with extended 4_Y operating hours for holidays and special events such as the 4 of July Celebration and Vans US Open of Surfing. Kiosk services are information-based and include transportation; restaurant, shopping and dining recommendations; Huntington Beach and surrounding attractions; events and a daily weather/water condition F report located in the front window. Bureau publications , Y are also distributed including the Visitors Guide and y Map and maps of the downtown area with information h �-W y in French, German, Japanese and Spanish, in addition ' . to monthly event calendars for the current and forthcoming months. The Kiosk also distributes coupons and event flyers for Huntington Beach- based businesses and events. Physical improvements in 2012-2013 included repainting the interior and exterior of the Kiosk and mounting the computer monitor on a swinging arm for better viewing access by employees and visitors. .. w Welcome Center ' The Bureau is also working with the International "x Surfing Museum to create a Welcome Center in the museum lobby. The Welcome Center will provide the same information and material as the Visitor Information Kiosk, in addition to selling Huntington Beach merchandise and other items. It will also have two dedicated 20-minute parking spaces, making it a great point of contact for visitors who arrive via automobile. MEN 1-MY xB '7- Item Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBl't(VB Fiscal Year.2012-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Publications & Collateral Huntington Beach Visitors Guide The Bureau continued with its previous publisher, Striker Media, to ', publish the 76-page 2013-2014 Huntington Beach Visitors Guide, featuring a modern magazine feel. Approximately one-quarter of the 80,000 guides printed were used as lure pieces outside the Orange County area throughout the United States and internationally including the UK, Germany and : , Australia. 3 � 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; John Wayne Orange County Airport; 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. Huntington Beach Visitor Maps In July 2013, the Bureau published 100,000 Huntington Beach Visitor Maps, ® 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 Alpine, Buena Park, Barstow, Oceanside, Oxnard; 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 The Bureau continues to distribute the first ever comprehensive, stand- alone Huntington Beach Dining Guide via all Huntington Beach hotels, � s8 . the Visitor Information Kiosk at Pier Plaza, and the Bureau office. DINING �1,11DEN` Copies are also made available for groups holding events at local hotels. 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 7 dining. In addition, the Dining Guide features a listing of over 275 Huntington Beach restaurants. �,€ �•? AN 3u Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau 4BlcAVB Fiscal Year 2012-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Walking Tour of Historic Downtown Huntington Beach In 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 the city. The Bureau distributes the Walking Tour 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. City Beach Tear-Off Map Created in response to a need voiced by City beach parking staff, the City Beach Tear-Off Map features an up-close look at Huntington City Beach and Downtown Huntington Beach. The map side indicates locations of fire rings, volleyball courts, restrooms, beach concessionaires, and every other amenity guests will find on the beach. The reverse side includes information for beach regulations, bike and surfboard rentals, surfing lessons, hotels and beach safety tips. Distributed primarily via the City parking kiosks and the Visitor Information Kiosk, the map has also become a favored tool for Huntington Beach hotel concierge staff. a ,F N� C kN 4 i A d v E K -- h r`- — _. TIC Y tar F HBMVB Annual Report The Bureau again published its third Annual Report for fiscal year 2011-2012. This year's report focused on why travel matters and was printed in a sleek, reader-friendly format. Covering Huntington Beach press recognition, destination sales, and marketing strategies, it also gave a preview of upcoming Bureau projects and programs for the following fiscal year. Item HB -389- W Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBIViVB Fiscal Year 2-312-13 Annuai Report For Fiscal Year 2013-14 Operating Budget Request Huntington Beach Film Commission In its third year, the Huntington Beach Film Commission continued its +4UNTING° ON- mission to increase awareness of Huntington Beach as a viable FE location for film production, thereby increasing revenue to the city. BEAU FILM COMMISSION In a study comparing the number of film permits issued prior to and after creation of the Film Commission, it was found that filming in Huntington Beach has since increased 38%. This accomplishment is in contrast to the overall decline of filming in the State of California. Other 2012-2013 Film Commission accomplishments included: • Large scale filming in Huntington Beach, which included Dexter, 90210, Master Chef, Disney Channel (music video), Real Housewives of OC, Breaking Amish, Russian Vogue (magazine), West Side, Off Their Rockers, X Factor, Lifeguard Southern California, Storage Wars, Verizon (commercial), I Survived, Shark Tank, and an Avenged Sevenfold music video. • Familiarization Tour, comprised of 30 location managers, scouts, and producers from television, commercials and movies. The tour featured more than eight film-friendly Huntington Beach locations and was moved to Saturday in order to better accommodate participant schedules, resulting in the largest film familiarization tour to-date. • HB Wave article featuring the Huntington Beach Film Commission, later picked up in the Orange County Register. • Updated Film Commission Brochure, with an improved design and increased number of HB locations images. �= , • AFCI Locations Show booth ,; presence for the third year in a row. 2SS R • Presentation at the California Film Commission's Annual Breakfast for the second year in a row. • Facilitation and sponsorship of Media Alliance of Orange County event at the Waterfront Hilton Beach Resort, where 50 to 100 attendees from the film and media industry heard from the director of the California Film Commission. • Sustained contact with local college film programs, such as those at Orange Coast College and Cal State Long Beach, to encourage and F; foster relationships with future film 'S producers and location scouts in the industry and to discourage filming Fitnifcr.!i�crRexch.cam without permits in the City of Huntington Beach. 05 Item 11. Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBKAVB Fiscal Year 2€3 12-13 A',nnun:€ Report For Fiscal Year 2013-14 Operating Budget Request Filming in Huntington Beach Filming in Huntington Beach could not be accomplished without the help and partnership of the City of Huntington Beach and its various departments, including marine safety, parking and community services,just to name a few. This episode of Master , �$ j k Chef was filmed north of , the Huntington Beacham "" T , Pier at the 9th Street E, �� turnaround. The episodes ��� � E aired on FOX in July 2013 and featured Chef Gordon Ramsay. Al ��� The crew of Showtime's Dexter � � , � A filmed a car crash scene in �� Huntington Central Park. fin . ``N MIME nm :x- sT�m.u h Item 11. - 29 HB -391- Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau FlENr` B Fiscal Year 2€E12-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Sports Commission Seeing a need for a focused effort in gaining quality sporting events in Huntington Beach, the Bureau again partnered with the City of Huntington Beach to create a Sports Commission in November 2012. Briton Saxton added the role of Sports Commissioner to her Film Commission title and delved into bringing not just the film industry to Huntington Beach, but also major sporting events that would bring athletes, their families and fans to Surf City USA during non-peak season need times. In its first year, the Sports Commission accomplished the following: • Brought the Mademoiselle Cycling Event to Huntington Beach in June 2013, within just six months of the creation of the Sports Commission. Other interested events that were presented by the Sports Commission to the City of Huntington Beach include USA Baseball, Divas Half Marathon, Run or Dye and 3 v. 3 Live Soccer Tour. • Printed a Sports Commission rack brochure. • Attended the TEAMS conference and symposium in Detroit to begin the process of advertising Huntington Beach as a great place to host a sporting event. • Attended the NASC (National Association Of Sports Commissions) Symposium in Louisville along with Chris Cole. In this appointment based show, Cole and Saxton met with over 30 event owners in the span of three days. • Placed a Huntington Beach ad in two issues of Sports Destination Magazine. • Placed listings of the Huntington Beach Sports ��® --- ��; Commission in publications including Sports Events magazine. gw 4� a • Received a free listing in Sports Events magazine in a blurb about surfing # destinations. • Worked with Sports � � � ; Destination Magazine for a Huntington Beach destination w spotlight. x In addition to these accomplishments, the Huntington 3 Beach Sports Commission is working , to create a Kite Festival, with support g from the City's Community Services W Department, which can be grown - from the community level. 8131?t SSl211f5. Item -392- Huntington Beach Hotel/Motel Business improvement District Administered by the Huntington Beach Marketing and Visitors Bureau KB VIVB Fiscal Yea. Lit i2-'13 Annual Report For Fiscal Year 2013-14 Operating Budget Request Advocacy South Coast Air Quality Management District (SCAQMD) and Fire Rings 2013 brought a fight to keep Huntington Beach fire rings, along with all other Southern California fire rings, on our beaches. The fire rings have been part of Huntington Beach culture for over 70 years and generate over $1 million in annual parking revenue alone to the city. The Bureau partnered with the City of Huntington Beach to hire Cerrell and Associates, Curt Pringle and Associates, Environ, and Frances Keeler to create a top-notch team to help with the fire ring battle. Over five months, this team garnered tremendous press and support for keeping the fire rings on our beaches and worked closely with SCAQMD staff and governing board members to press our message that fire rings are important to the economy and culture of Southern California. After creating an online petition at Change.org, the Bureau worked with Cerrell and Associates to create SaveTheBonfireRings.com, a website dedicated to the bonfire ring issue, along with a dedicated Facebook page and Twitter account. These efforts fired up a grassroots movement that brought hundreds of passionate residents and visitors to SCAQMD public consultation meetings and beach bonfire rallies and garnered over 14,000 signatures on the online petition. Television, online, print and radio media all picked up the bonfire rings story. From the LA Times to the New York Times and from KTLA to Good Morning America, Huntington Beach's name was spread throughout the nation, with over 400 million impressions via television, radio, print and digital mediums and an ad value equivalency of over $1 million. As a result of these efforts, the SCAQMD passed an amended resolution that allowed Huntington Beach to keep its beach bonfire rings. e Sq i. y�+ L fit) �*• ('crc?ns ` �" ` ir5 YY xB 393- Item 11. - 31 Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau " HBK/iVB Fiscal Year 2012-13 Annual Report For Fiscal Year 2013-14 Operating Budget Request The New York Times — Is `No Fun' Sign Next? California Beach Bonfires May Be Doused May 2013 (Print/Online) Print Circulation: 1,613,865 Online Circulation: 367,672,520 Print AVE: $234,424 Online AVE: $18,966 w� ILA, Zk)t. ' K" t is tQ►iC° .. �...si✓".�iwlN�.r.' �Y�I. i✓ t��ja Wlx.R-y1RT..�i I �. � ,..- Lab p �ttmg. �-*,••*✓,✓...,�"�.x`�- With„ r .��,� �tCs'eik�IsYjS �, �..�+"-r as"'"�.�'R`�✓`�++,r,,9�.��"�:�r•':�•• '(Sisk ..r'�"'y .,�R,'��"r, i"";i,r'„�""�,c"�',�"w+*"�.i�""`a�i•��'"",,•�'r' ,:.�,^,,^*,mow TM''..: •»„��;�,„»'.!'^`���,::-.+����+�".,'°"..�►.���:�-:":'--„'"�Y�"'r.. "..r+,,,„.w � p..��r�,oyr..ww,,:�� n+,► y r✓,a•�,,,,s .r �;,,,. ..+;rW,,.,• .r,.%,..,•- ;r*�xr^'^".+-""'�r• .�+�','P,'"wr�^► .r+F .ww"" ,nr...+'.A.".r',","� ✓�X�.,�'^' i II✓v�„�.."""ns_��ter!" •r""r+.�+^`1.�d����..'".�"�r^ �'.. f/ w+ �••RSP'"' +i'*.r' ayY'��y,,"�r'..�.�.` 'i'r�`„'^'G'��a�*. - MMM/���"" � fR, ,- •'w`�r"✓il,r� pwlf+�..rr`':*./dir'. ws;`v" �y+'�'�' .�''.`•+n+"-ya* a C -�y n";,Am*°`v.+a"„'r+•d!!��a'"o�'t*'°"°eb�*r �+. er ✓ �+""��,"�"a rt � ° .�` yam' ��i•""`�aos�i�al�� �'lrM�., r'° � ., �t�pala",y0' g �. �,. 1'� .`: N � W;q � �. �,� Item 11. - 32 HB -3 94- � Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBr0VB Fiscal Year 2012-13 knnu al Repo€ For Fiscal Year 2013-14 Operating Budget Request Administration The 20.12-2013 fiscal year saw personnel changes at the Bureau. John Ehlenfeldt was hired as Vice President of Sales and Marketing and Rachel Volbert replaced Jamila Tahir as Communications and Social Media Coordinator. Upon the retirement of Steve Bone, the Bureau's Board of Directors approved the hiring of a new president and CEO. Kelly Miller comes to Huntington Beach from Visit Tampa Bay and brings 30 years' experience in all aspects of destination leadership, branding, sales, and marketing to Surf City USA. The Bureau's Board of Directors also approved a name and logo change for the Bureau to Visit Huntington Beach, to better reflect the Y VISIT shifting needs of the marketplace and the industry. The Bureau HUN'Ti GTO expects to officially unveil its new logo and name by fall 2013. ` SurfCitgUSAa HBMVB Staff Stephen K. Bone, President & CEO John Ehlenfeldt, Vice President of Sales and Marketing Madison Fisher, Director of Marketing and Communications Christopher Anderson, Director of Sales Nicole Llido, Visitor Services Manager Briton Saxton, Film and Sports Commissioner Rachel Volbert, Communications and Social Media Coordinator Joseph Aranda, Office Manager HBMVB Board of Directors Brett Barnes, Chairman JD Shafer, Chief Financial Officer Paul Devitt, Vice Chair Paul Frechette, Vice Chair Michael Ali Suzanne Buekema Chris DeGuzman Steve Dodge Sue Gordon Kiran Patel Gordon Smith Dean Torrence Peter Townend Mike Van Voorhis Robert Vaughan Jerry Wheeler Huntington Beach Marketing & Visitors Bureau 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 MINIxB -39s- tem 11. - 33 Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2012-13 Annual Repo i For Fiscal Year 2013-14 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 28 pages, the Bureau has had a successful year of improving its technology base and increasing program breadth. With the accomplishment of these many projects, the Bureau plans to use the 2013-2014 fiscal year to continue to build upon the strong foundation of 2012-2013. 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. 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: • Launch of a new website at SurfCityUSA.com, with a completely integrated CMS and CRM system thanks to Simpleview's industry-leading technology • Enhancement 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 • Implementation of Simpleview CRM, 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) • Continued development of the Huntington Beach Film and Sports Commissions • Continued improvement of services at the Visitor Information Kiosk in Pier Plaza and creation of Welcome Center at the International Surfing Museum • Maintenance of the current familiarization tour program to bring more journalists (international and domestic), travel trade professionals and meeting planners to Huntington Beach MP Item 11. - 34 x Huntington Beach Hotel/Motel Business Improvement District Administered by the Huntington Beach Marketing and Visitors Bureau REVUE Fiscal Year201 €3 .".nnua' Report For Fiscal Year 2013-14 Operating Budget Request 2013/2014 Proposed Operating BID Budget* j Ilncdme � � � I Projected Assessment at 2% $ 1,540,00.00 Total $ 1,540,000.00 Expensed ` k. . Personnel $ 430,000.00 Marketing j $ 1,090,000.00 Research/Miscellaneous I $ 20,000.00 Total $ 1,540,000.00 *Should the Hotel/Motel BID revenue exceed the projected amount, the Bureau would use the additional funds to expand its advertising and marketing budgets for leisure and group sales marketing campaigns in order to drive increased overnight stays in Huntington Beach. .RE � - ' R:� WIH,IR -391- Item 11. - 35 EXHIBIT B 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 I 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 11 . - 36 . HB -398- Res. No. 2013-45 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 3, 2013 by the following vote: AYES: Sullivan, Hardy, Harper, Boardman, Carchio, Shaw, Katapodis NOES: None ABSENT: None ABSTAIN: None Cit Clerk and ex-officio Flerk of the City Council of the City of Huntington Beach, California