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FY 2011-2012 Huntington Beach Hotel/Motel Business Improveme
r' Council/Agency Meeting Held:_ /g -z Deferred/Continued to: Appr good ❑ o ditionall A prove ❑ De ied CP ClekWs Sign ure T Council Meeting Date: September 19, 2011 Department ID Number: ED 11-42 CITY OF HUNTINGTON BEACH REQUEST FOR CITY COUNCIL ACTION SUBMITTED TO: Honorable Mayor and City Council Members SUBMITTED BY: Fred A. Wilson, City Manager PREPARED BY: Stanley Smalewitz, Director of Economic Development SUBJECT: Public Hearing to consider adoption of Resolution No. 2011-74 approving an annual assessment within the Huntington Beach Hotel/Motel Business Improvement District (BID) for Fiscal Year 2011- 2012 Statement of Issue: On August 15, 2011, City Council approved Resolution of Intention No. 2011-56 to levy an assessment for the Huntington Beach Hotel/Motel Business Improvement District and authorized the City Clerk to schedule a public hearing. City Council will conduct the public hearing to consider adopting a resolution to approve the annual assessment for the Fiscal Year 2011-2012. Financial Source: Revenues and expenses are included in the 2011/12 Huntington Beach Hotel/Motel Business Improvement District Budget 70980101. Recommended Action: Motion to: A) Conduct the Public Hearing; and, B) Adopt City Council Resolution No. 2011-74, "A Resolution of the City Council of the City of Huntington Beach Approving an Annual Assessment within the Huntington Beach Hotel/Motel Business Improvement District for Fiscal Year 2011-2012." Alternative Action(s): 1. Do not approve the Resolution or modify elements of the Annual Report, such as the proposed assessment, or activities, and/or improvements to be funded. HB -377- Item 12. - 1 REQUEST FOR COUNCIL ACTION MEETING DATE: 9/19/2011 DEPARTMENT ID NUMBER: ED 11-42 Analysis: At the request' of- the Huntington Beach Marketing and Visitors Bureau (HBMVB), the City Council established a Business Improvement District (BID)on August 19, 2002, including all hotels and motels in Huntington Beach for the purpose of funding activities to promote Huntington Beach as an overnight destination. The Board of Directors for the HBMVB serves as the BID Advisory Board. There is no proposed increase to the 2% annual assessment collected from the Hotel/Motel BID. The assessment funds are collected as a separate itemization with monthly Transient Occupancy Taxes (TOT) paid to the City of Huntington Beach. In addition to the BID revenues, the HBMVB also receives 10% of the City's TOT revenue under an amended and restated grant agreement approved in April 5, 2010, (originally approved May 15, 2006). Prior to that time, the grant agreement was approved on annual basis. On May 18, 2009, the City Council approved a $50,000 loan to promote meetings, which result in overnight stays in Huntington Beach; subsequently, the loan payments were paid in full to the City this fiscal year, three years early. In order for the City to levy the BID assessment each fiscal year, the City Council must conduct a public hearing before adopting a resolution confirming the year's assessments. On August 15, 2011, the City Council adopted Resolution 2011-56, affirming its intent to approve the proposed assessments for FY 2011-2012 and set the public hearing for September 19, 2011. As required by the Streets and Highways Code Section 36500 et. seq., copies of the Resolution of Intention were mailed to each of the 18 businesses to be assessed. A Notice of Public Hearing and copy of the Resolution were published in the Huntington Beach Independent on September 8, 2011. During the public hearing, the City Council will hear all interested persons for or against levying the assessment. Protests may be made verbally or in writing; however, written protests shall be filed with the City Clerk at, or before, the time fixed for this hearing and contain sufficient documentation to verify business ownership and validate the particular protest. If written protests are received from the owners of businesses in the proposed area that will pay 50% or more of the assessments, no further proceedings to approve the assessment can be taken for a period of one year. Upon the approval of the Resolution, the new assessment formula will become effective as of October 1, 2011. The Hotel/Motel BID anticipates assessments and budget amount to total $1,401,284.00 for Fiscal Year 2011-2012. Environmental Status: N/A Strategic Plan Goal: Enhance Economic Development Item 12. - 2 HB -378- REQUEST FOR COUNCIL ACTION MEETING DATE: 9/19/2011 DEPARTMENT ID NUMBER: ED 11-42 Attachment(s): o Resolution No. 2011-74, A Resolution of the City Council of the City of Huntington Beach Approving an Annual Assessment Within the Huntington Beach Hotel/Motel Business Improvement District for Fiscal Year 2011-2012 2 Resolution No. 2011-56, approved August 15, 2011, a Resolution of the City Council of the City of Huntington Beach Declaring the City's Intention to Levy an Annual Assessment for Fiscal Year 2011-2012 Within the Huntington Beach Hotel/Motel Business Improvement District xB -379- Item 12. - 3 ATTACHMENT # 1 Item 12. - 4 iin ..xii. RESOLUTION NO. 2011-74 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH APPROVING AN ANNUAL ASSESSMENT WITHIN THE HUNTINGTON BEACH HOTEL /MOTEL BUSINESS IMPROVEMENT DISTRICT FOR FISCAL YEAR 2011-2012 WHEREAS, the Parking and Business Improvement Area Law of 1989, codified at Streets and Highways Code § 36500 et seq. (the "Act") authorizes cities to establish parking and business improvement areas for the purpose of imposing benefit assessments on businesses for certain purposes; and The City Council formed a business improvement area, the Huntington Beach Hotel / Motel Business Improvement District (the "District"), by the passage of Ordinance 3569 on August 19, 2002. The City is proposing to levy an assessment for fiscal year 2011-2012 pursuant to the process detailed in Streets and Highways Code §365.00, et seq; and The District's Advisory Board has prepared and filed with the City Clerk a report an "Annual Report/Operating Budget 2010-2011 Fiscal Year to Date" and "Proposed Budget for Fiscal Year 2011-2012" (collectively, "Annual Report"); and On August 15, 2011 , the City Council adopted a resolution declaring its intention to levy an annual assessment for Fiscal Year 2011-2012 as proposed by the District's Annual Report. NOW, THEREFORE, the City Council of the City of Huntington Beach does hereby resolve, determine and find as follows: SECTION 1. The City Council hereby approves and adopts the Annual Report filed by the Advisory Board in the City Clerk's office attached hereto as Exhibit A and incorporated herein by this reference, which report includes a proposed budget for Fiscal Year 2011-2012 and a description of the improvements and activities to be provided for Fiscal Year 2011-2012. SECTION 2. The City Council of the City of Huntington Beach hereby authorizes a levy and collection of assessments within the District for fiscal year 2011-2012 as proposed by the Annual Report. The amount of the assessment shall be 2% on overnight room stays and is to apply to all hotels and motel businesses in Huntington Beach as shown in Exhibit B. 11-2939/67180 1 hotel Resolution No. 2011-74 SECTION 4. This resolution shall take effect on October 01, 2011 PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 19th day of Set e') , 2011. a r REVIE APPROVED: INITIATED AND APPROVED: - 6�—z�. C anager Director o co Development APPROVED AS TO FORM: e City Attorney VC 11-2939/67185 2 downtown HUNTINGTON BEAC CALIFORNIA MARKETING & VISITORS BUREAU SurfWyUS d com Huntington Beach Marketing and Visitors Bureau Fiscal Year 2010/11 Annual Report HB -383- Item 12. - 7 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 201o/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Table of Contents Page Section 3 Leisure Market Advertising 5 Group Market Advertising 6 Publications &Collateral 9 Online Marketing 12 Familiarization Tours 14 Public Relations 21 Travel Trade and Leisure Marketing 23 Group Meetings Marketing 26 Huntington Beach Visitor Information 26 National Tourism Week 27 Huntington Beach Film Commission 28 HBMVB Office Improvements 28 HBMVB Staff 29 Looking Ahead 31 2011/2012 Proposed Operating Budget o ®,e_ Item 12. - 8g4- HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/11 Annual Report For Fiscal Year 2011/12 Operating Budget Request The Huntington Beach Marketing and Visitors Bureau (HBMVB) continued to expand its scope of activities and increase efficiency as a destination marketing organization during the 2010/11 fiscal year.As the official advisory board for the Huntington Beach Hotel/Motel Business Improvement District (B.I.D.), which received an assessment of two percent on all hotel/motel room purchases within the city that were less than 30 days in duration, the HBMVB would not have been able to complete the following programs without B.I.D. funding. Leisure Market Advertising With partners Hyatt Regency Huntington Beach Resort&Spa; '® Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort,the HBMVB produced a cooperative full-page ad for the California Visitors Guide.The California Visitors Guide is the ,. official publication of the California Travel and Tourism - Commission(CTTC)with 500,00o copies distributed annually - and more than ioo,000 downloads of the digital version from www.visitcalifornia.com. In addition to the domestic California Visitors Guide,the HBMVB also collaborated with the Hyatt Regency Huntington Beach Resort&Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort to extend our ad in 51,1oo reprints of the official California Visitors Guide in Australia, Germany,Mexico, Brazil, France, India,UK, China,Japan, and Korea. sad { UrixM5N6o.aNrrort, k k ) +��{, [. k'.� eM r"wm,nara wh aesx�aesv¢ t ..y_ ! aoiMaaNYK�ancan cmwroamwe'.+w.N. �' J�1 ..Qiirt2p1°"�,° K8:fri.%�b#{ffiH <cmN.Jnm.wo ry "y' tMirewAuaae. 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HB -3gs- Item 12. - 9 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2010/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Leisure Market Advertising (continued) The HBMVB leveraged co-op dollars from the Hyatt Regency Huntington Beach Resort&Spa; Shorebreak, a Joie de Vivre u Hotel; and Waterfront Hilton Beach Resort to create a full-page Huntington Beach advertorial as part of CTTC's 2010/11 US&Canada Cooperative Marketing Program insert. This insert had a total print circulation of 1.2 million. The multi-page supplement ran in the November 2010 issues of Travel+Leisure (150,000 copies), Budget Travel(200,000),Food&Wine (200,000) and National Geographic Traveler(150,000). The insert also appeared in the November 6, 2010 edition of the Vancouver Sun, Calgary " Herald,Edmonton Journal(November 7, 2010 edition), Toronto Star, and Montreal Gazette(ioo,000 each). As a bonus for participating in CTTC's 2010/11 US&Canada Cooperative Marketing Program insert, Huntington Beach received a 5-page spread in CTTC's Spring 2011 Digital Guide. Two pages explored the destination,while one page each went to the Hyatt Regency Huntington Beach Resort&Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort. The Digital Guide allowed us to include a Huntington Beach photo gallery, a link to www.surfcityusa.com and a link to request a mailed copy of our official Huntington Beach Visitors Guide. The Digital Guide had a distribution of 1 million in the US and 500,000 in Canada. x� � N?k. .'wnc Ram axs,a � Kd..tl+uy<^ a.e �-mledb. •bd.pu rmm. fwRAdem'°6n..: d56�2me:.,:i:«nib:xw..a" -� -` � G.vtlw.v+H:ian d9im:.xhnwdSUE 6.e Afq...aaid:anMo<w:e.+,<d t � � tH<hy..e-0anagUmgas Wl.n�rn:elad M - �o.�k:.»ddrz b:<dSwJ.n amb..a.arzn<adw:sNnaw+•.M9'•: F a,N sa.U1* a rcraWamn ..na'..s<m BEACK IOU Y wrCma'w N ii�mjjljm !IBM= Item 12. - 10 1113 -386- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Leisure Market Advertising (continued) For the third consecutive year,the HBMVB collaborated with the Hyatt Regency Huntington Beach Resort& Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort to produce a two-page inside cover spread for the 2010/2o11 edition of Canadian Traveler's America Yours to Discover,the Official US Destination Guide for the travel trade in Canada by the US Travel Association's Discover America * V Canada Committee. . Group Market Advertising For the first time, and with the input of our hotel/motel partners,the ,�u HBMVB ran ads in publications catering to the group meetings market. A full-page ad in the March 2011 Smart Meetings magazine reached 40,000 meeting professionals nationwide. The ad featured all four Huntington Beach conference-ready hotels: Hotel Huntington _. Beach; Hyatt Regency Huntington Beach Resort&Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort. All - %. .r Surf C'tW USA , t A half-page ad also ran in the following r`rwnmettimp" t think HardIngtan Beach. publications: Successful Meetings magazine "tJ":z �� .aKsd Pe Pad Qz°n,..°m°Yrw°mF lM,Iw Pe° ,xrkcicarro+am,<wkemaarcY<°4 May 2011 (72)000) ,�� •'. aaawe«sana eun awrang W..n,kn6«x,Ga.b..a • Arov.ae+papakU axwktx m:«.y<°M<.enNdd ypn. Meetings&Conventions magazine May 2011 (6o,000) Southern CA Meetings magazine '°4riraa pba"bg a".s1ee" ' Spring 2011 (9,500) - _ t WItem 12. 11 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 201o/ii Annual Report For Fiscal Year 2o11/12 Operating Budget Request Publications & Collateral Huntington Beach Visitors Guide The HBMVB,revised its official Huntington Beach Visitors Guide distribution strategy in fiscal year 2010/2011. Approximately one-quarter of the ioo,000 guides printed were used as lure pieces out-of-market domestically in the United States and internationally in the UK, Germany and Australia. Three agencies, Black Diamond (UK/Ireland), MSi (Germany/Austria), and Gate 7(Australia/New Zealand), marketed Huntington Beach on behalf of the HBMVB. All three agencies are the official in-market agencies for the California Travel and Tourism Commission. The HBMVB also provides Visitor Guides in bulk for conferences and other groups holding overnight events in Huntington Beach. Additional Visitor Guides are distributed at the Orange County and Los Angeles airports and in visitor information racks throughout Los Angeles and Orange Counties. The remaining guides are primarily distributed in-market via Huntington Beach lodging properties,local retail and restaurant locations, the HBMVB office, and the official Visitor Information Kiosk operated by the HBMVB at the Huntington Beach Pier. The HBMVB returned to its previous publisher, T T RA CH Striker Media,to publish this �76-page guide that surfGtyuSA.�om incorporates an upscale,modern Surf City USA® `,,,�fop"1� � _ �v feel. The Visitor Guide featured sections on the - = Beaches of Surf City and Surfing,which included articles on"Steps to Surfing,""Surf Speak 1o1,"the Hurley US Open of Surfing and " s r downtown surf culture attractions, as well as a k _ section on local sustainable tourism activities. `* The HBMVB is especially proud of this year's cover,which depicts a multi-ethnic family µ.x enjoying a quintessential HB sunset and bonfire on the beach. h. The HBMVB also undertook a one-day photo shoot in March 2011 to obtain cover images for the Visitors Guide and Visitor Map, along with additional images for use in print and online marketing and sales collateral projects. These images were used to brand and sell Huntington Beach as an overnight destination. Item 12. - 12 HB -388- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2oa1/12 Operating Budget Request Publications & Collateral (continued) Huntington Beach Visitor laps The HBMVB published 200,000 official Huntington Beach Visitor Maps in June 2011, primarily for distribution in-market at Huntington Beach lodging properties and other local distribution points, including the Visitor Information Kiosk at the pier.Additional distribution took place at the California Welcome Centers in Barstow, Oceanside, Oxnard, and San Bernardino; the Ontario, Los Angeles and Orange County airports; and visitor information racks throughout the Los Angeles County region. The Visitor Maps also enjoy limited out-of-market distribution internationally, and have been hailed by local concierge and customer service personnel as excellent tools for assisting visitors and residents. HUNTINGTON '" tiUNT1NGFON nE KAC_11\N CALIFORNIA C;0.t.I,F QRNIA . OFFICIAL VtStTOOS MAP t3FF t'►At VISITORS MAP: e� sA Huntington Beach Dining Guide DININGA6010 The HBMVB and Huntington Beach Restaurant Association reprinted io,000 Dining Guides in summer 2010 with local distribution through hotels and motels, and the Visitor Information Kiosk at the pier.Additional ,. . copies are supplied to meeting and conference groups as requested. In , 2012,the HBMVB plans to produce a new, magazine-style Dining Guide concept that is more inclusive of local restaurants. ! HB -3g9- Item 12. - 13 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBAIVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Publications & Collateral (continued) Steps Toward a Sustainable Huntington Beach The HBMVB was proud and excited to produce Steps Toward a Sustainable Huntington Beach,thanks to the efforts of its 5 Sustainable Tourism Committee. This publication was two years in the makingand includes guidelines for local businesses, " x g restaurants,hotels, residents and visitors that will help instill an $ culture of sustainability in the city via education, rather than certification. The Hyatt Regency Resort&Spa; Shorebreak a r Joie de Vivre Hotel; and Waterfront Hilton Beach Resort created ._ customized covers for the publication that detail their in-house sustainability efforts and now distribute these customized . publications to guests and potential meeting clients. In addition, copies of the publication have been requested for use in the classroom at Golden West College and for educational seminars and meetings with local environmental organizations. In May 2011, Destination Marketing Association International (DMAI) requested that we submit an article detailing the process used to create the publication for their Destination Marketing Monthly e-newsletter,which is accessible by over 2,800 DMAI members in 65o destination marketing organizations in over 30 countries. DMAI stated they know of no other destination marketing organization that has created a sustainable publication of this detail and caliber. HBAIVB Annual Report • For the first time, the HBMVB published an Annual Report for fiscal year 2009/201o. This 51-page report gave an overview of the year's accomplishments in such areas as advertising,publications & collateral, online marketing, social media,familiarization tours, public relations,travel trade&leisure marketing, and meetings & group marketing. It also gave an update on visitor information statistics from visitor centers at the HB Pier and on Main Street, as well as summaries of special projects such as National Tourism Week =t T and the Surfboards in the Sand Centennial event. REAC Item 12. - 14 HB -390- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20lo/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Online Marketing The HBMVB continued to make enhancements to its official website www.SurfCityUSA.com and to its social networking pages on Facebook,YouTube, and Twitter. In July 2011,the HBMVB launched an updated design for www.SurfCityUSA.com. This new design will be easier to navigate and more enticing to potential visitors. Below are mockups of the website homepage and an interior page. a ' X t a P.liy i " Bfnn{plo.N�- -''S'� 4=9ufIGH N�J`�• �G "ut�lptm � �BNeq.Ietfe._- ,°. Gu� kdomun iW .� � ^urrmrn-,ra I � i 1 Y " 3innSirsgS6n ach Accomodations .._ a_"_, mvn CYus4aied`rWwwnrrA Sae - " ��a&w.h� er5saztw5dw�a�aw aw.tms _nge_easmy y=,- M nweNm vetryu. - .,it»vdIXily e m rM �.' — �,*y am s 3v�m uaY ��mswmW.g "ty { �ad dwummwvn F- ,µ vvM-!a6 oN eE:N`==+.iNM2trNG AH6 Y8t'vn594REnv In addition to the website redesign, other web-based projects for 2011 and 2012 include Google Maps integration; creation of landing pages and content upgrades for Weddings,Meetings, Families, Surfing and Sustainability; new group meeting and leisure Pay-Per-Click campaigns; updated Search Engine Optimization; a redesigned Calendar of Events; and a mobile website. Nam E11510M lffwsbul� Im HB -391- Item 12. - 15 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Online Marketing - Social Media Facebook In March 2011,the HBMVB moved its Facebook page to www.facebook.com/HBSurfCityUSA. In less than 3 months, in part thanks to an innovative marketing campaign and sweepstakes, this page gained over 1,300 fans and 400 check-ins. Updates are posted regularly and include links to current and upcoming local events,links to news and articles about HB, and interesting tidbits about the community. The page gives Huntington Beach fans a place to converse, share memories and ask questions about their visit. ? Huntington Beach s„ i,to ti�Cht - 3 A c.ww.r � a . N�tw "I may+`3= 1 S9#S V'anw I AMz-l'x 5.nc rota:se i7"° t� �� N..dv V•dow Gmp.ny N� acae[t' � 3 G.S Hm3y xsernw 4S.ut SAiY4-cajsvh p�f i GL f#xct.:.auz. 268. a04:i.c i rw3 1.�79 a.wx ue� rr.w..m .ram I In addition to posting on HBMVB's Facebook page, Surf City USA updates are regularly posted to other related Facebook pages: • Huntington Beach (non-affiliated page; 45,636 fans) • Anaheim/OC Visitors Bureau (17,534 fans) • Visit California(14,921 fans) • The OCeanfront(2,944 fans) • HB Downtown (879 fans) • Huntington Beach hotel and restaurant pages Throughout 2011,the HBMVB is conducting three Facebook campaigns/sweepstakes to increase the number of fans on the page,the number of subscribers to the e-newsletter, and awareness of the Facebook page. The first campaign,targeted toward family vacations, ran March —May 2011 and included a three-night stay at the Hyatt Regency Huntington Beach Resort&Spa. This first campaign resulted in 6,44o entries and over 3o new"likes"per day. The second campaign,targeted toward active vacations, ran June —August 2011 and included a three-night stay at the Shorebreak Hotel. The third campaign,targeted toward romantic vacations, ran August— September 2011 and included a three-night stay at the Waterfront Hilton Beach Resort. All prizes also included airfare, car rental, select activities, gift cards for use at local restaurant and retail locations, and a Huntington Beach Welcome Bag. Item I - 16 HB -392- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ai Annual Deport For Fiscal Year 2011/12 Operating Budget Request Online Marketing - Social Media (continued) Twitter In 2011,the HBMVB also moved its Twitter page to www.twitter.com/HBSurfCityUSA. At the same time,the layout was redesigned to meet the new Twitter design standards. Huntington Beach,CA Follow Huntington Be",CA on @HBsurfedyusA urr.3sn u�a.r.caaaam Twitter �. r�uaa _ , row .. � ���• a no„Hua;;asR rea,u,.ea ou. ��". T�. Ha xco�F yx„nys smarrsarm�c cc t de're; +'sr` j f fVh t�a i0a Ot Iwr&n4 f#acht i9F:Atz1k ��._ '. ',. _ x< .gw 55 t' N8S rfCNyt-ft ^- .- Z pion& i5 58 NP&'L 4 - �m rme mHa t; ar.�n;Tes;�or 3 x WFvrt3 Cffi ttcS SYcm YI h'L gUitg91➢ i CraF7C� _ F'�""# � _ �" ' HBS .. N tmvl weR rsi h8l PCO ta. Tha�&yqu e+r+- nd Pe s9 } °.�,s,•..,,, wek'wota�ltafl, fireedsro kre mis. RJR.s.,tv,tvF-fl Y®uTube The HBMVB continued to post videos to the Surf City USA YouTube Channel at www.YouTube.com/HBSurfCityUSA.With 26 videos uploaded this year,the channel currently has 3,833 channel views and 24,498 video views. The most popular videos are 1. Pro Surfer Kelly Slater shoots the Huntington Beach Pier! 2. Nia Peeples on Surfing and Huntington Beach 3. Corky Carroll HB Version 4. Peter Greenberg with Courtney Conlogue in Huntington Beach 5. Here in HB —Andy Irons Memorial .t - H�,�� H - la f mp'+���.�.�•`ta'�n v#!�V ups r I M'aai Td'�.1 kx`}r Yt � seea rice uaac.a!wat.rr.aar_ }jw� `�"`� lxB -393- ' Item 12. - 17 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBM"Fiscal Year 2o1o/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Familiarization Tours The HBMVB uses a variety of tools and tactics to communicate with the media and travel industry. Establishing and maintaining relationships through email,phone and personal interaction is a core component of successful client relations.Throughout the year, travel industry professionals and media with secured assignments are invited to experience the destination first-hand via Familiarization Tours(aka"FAMs") coordinated by the HBMVB with the support of local partners. Our marketing team designs customized FAM itineraries matching the individual interests and needs of each FAM group/guest. The HBMVB has hosted 31 media and travel trade FAMs since July 1, 2010,with more than 298 guests, including over 70 journalists, from domestic and international print and online publications. Participants in the FAM tours came not just from the United States,but from all over the world,including Italy, Germany,Australia, Latin America,the UK, New Zealand, and France. With the aid of the California Travel and Tourism Commission and our partners,the HBMVB had the honor of hosting 70 tour operators and media in the Alitalia Italian MegaFAM Finale in December 2010, celebrating Alitalia's resumption of direct flights from Rome to LAX. V4r _ r German media FAM with pro surfers and HB business owners Bud Llamas and Rockin' Fig in March 2011 �E s Air New Zealand FAM participants while learning tostand-up paddleboard from Rocky McKinnon in Huntington Harbour in May 2011 Fm Y"MME Item 12. - 18 HB -394- HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/11 Annual Report For Fiscal Year 2011/12 Operating Budget Request Familiarization Tours (continued) UK SuperFAM In October 2011,the HBMVB won the honor of hosting the California Travel and Tourism Commission's UK SuperFAM Finale. Over two ° activity-filled days, 72 travel agents and media s experienced the best of Huntington Beach. Along with a California Supplier Roadshow,the y educational Super-FAMily Fortunes game show, " a Surf City USA beach party, "Taste of ,t California"buffet at the Hyatt Regency Resort& Spa, and"Chill Out"parry at the Shorebreak, participants also had the opportunity to go bike riding along the beach,take a historical walking tour of downtown HB, go on a Segway tour with GW Tours,learn how to surf with Toes on the .: �- Nose, go stand-up paddle boarding in Huntington Harbour with Rocky McKinnon, do yoga on the beach, and of course, go shopping in downtown HB! ry q/AS 3 y 5£ _.� � ." � •�lxx ILaS�io iin rr;-a�GIB fraA +�xpica r•pra weal uiv ;w.rxi-v.+.k„a.-.n,!ea�•�zu,caro• (..�[ .imr.�caot.nx n.:.xnse.amssmw .._.. - - .�.. s,v,n..+..•,.ana.a+.a..n.an . w.aax wsmmm. � .vew�:<m gaaranu.w•..m�re•a..s...,. r.w„auar«.ww*aoa.,a�..a.a.c - .-. usaenra..oeaara,mmrma„a,.*. wwaw,araxxaeaxtcaLr.�e,..aa,s ._...-_ y -. .agw x+= rtaaa. o-i10.'+naaem " r J{{ nn.�a.5x»ry+>•Hanh "ngi4 d?AGri#t,. aa cw:s5,.a,axfap m. ,.„4 e,...+m,m�oErr+r, >,+d+me.�w.. . 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YAmYanrrw Saxa Ma Chsix:h 1};} '�.♦ i � m+iae�uw a..x v:Gy U$?,nu '� r,"5•' � . - j i - ..ram .ate' ..arow � - i -,:r��r�s •r,os:zc�..u�wm.m�,rJanaa!x+: ��.. 1s +.,mhns� «.v,.•ea.xy-�c•> t� -.a:re er.iw+�.y, .. - ,Fy{f:w4x r.,—...,, wm`a•^a Mary a,.na,nea a,t. Cv ttpz0aha a khxhcre6v'!• j-a,M Gu" d.miv xaP' m..aw. AL`.+'M1 @ael: dvo ..N..wb.rw.sw. ...w -•- - •�� mxrmi4 ca.bO++xea MhaaH � � rcn.Wa .{a x tr i( 4m mtaan ci...rt•vnm n,.aa.,tl.. , x.•aa a,K®:,,onti --+wt:;iw.u.A-A�caaa•,.S.xJ r,`x ,jmj�: � 1 ,�.��•._r.-�.aw,i a,.rv.,ai�:tu• •x,ar..a,x,�nr=:,a= , ; r:;,�„: �y'tt`• x6 -39s- 1tem 1 Z 19 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBA VB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Familiarization Tours (continued) It r € z, s x� i •�• a f yq�di� t da r- :f .c a Australian media FAM participants enjoy a gondola ride in Huntington Harbour with Sunset Gondola and brew their own beer at Brew Bakers in May 2011 Public relations - Media Deceptions The HBMVB's communications manager, Madison Fisher,has participated in three California Travel&Tourism Commission Media Receptions since September 201o. These cocktail reception-format events receive an incredible mix of high-level media,including representatives from the Huffington Post, Travel Age West,Bon Apetite,LA Times,NBC's "Today"show, Conde Nast,NYPost,NY Times,Smart Meetings,San Francisco Chronicle, and Sunset Magazine. In September 2010, Madison attended the Los Angeles Media Reception,where she met with 24 journalists. In February 2011, Madison attended the San Francisco Media Reception,where she met with 62 journalists. And in March 2011, Madison attended the New York Media Reception,where she met with 28 journalists. Item 12. - 20 xB -396- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/na Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations - Selected Press Clips Following are selected press clips from September 2010 to June 2011. The estimated ad value equivalency for press coverage during this time is $350,000. Daily Express U.K. Newspaper Saturday, February 12, 2011 Circulation: 623,689 Ad Value Equivalency (AVE): $51,975 j •� °6`14hbb - � "'i � ry " Env 9"s Ahw- cY pdmn h"ad Merl Lu„' a° 'ino21 aumf YahNw • ,. 9 A-�;',:� «. k a ,y.. A�+,�✓,�'T` .r Cg. 17ro VuM1 az�Xvclwtl : t: ,�.Nr o•«a`- {@{dice ct.t hWf.�. 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Hxih. 4n tc Ja ® Hs -397- Item 12. - 21 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBN VB Fiscal Year 2olo/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations — Selected Press Clips f - �T Smart Meetings March 2011 ,f , 3-page spread ® m Circulation: 34,000 'N f AVE: $18,870 ORANGECOUNTY yi vi%' °•' „ a. r ONLY IN CALIFORNIA orange Cwntyprovidcsthe best oithe Gorden State _-___ _ _ 2`l,rip lB CH♦ tE •?55.J V"nK palm tM Epp It Off` , _ �v"�- a+�—��C63.w e V� �Mvny.Gw:Sv„ia�Btwrc n9 ern+ r .mU+r 11—y .««._..:.......i...�...... u_.y.N_Y®Y xal+1..+.�.m�-rw•F.•wa,•tetq.v.... �+vWN^I*•N u.w..Ad^stew do unar.Y'^-nu'W.. uf.—�.me m++:�.Iney It tz u.�,.vknw•.ew...6w '"�^�P.bdWm,a+t.el.e<.,6.,,..y.L....:..1•«p,tl.unm ... . worm r�wn.•�nizs3a.a t...b..e.m�+..mow W.an�.4. _- - ._...._._ _.-_ _"_.__ _...... r e %XEsr4 RINE7 �� . w.. _ a - . Mul all i f « ^a fat�t�h5kc meeElo� -d - ,,, �the CGttttit u! �n� i �tl s�'�°`;xl,.rrYJPG"m.s �O12itJC Gs111fl1R��� '� I $- t t 1��7t yid. I S Item 12. -. 22 Hs -398- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 201o/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations — Selected Press Clips tar. � ;. ter U s s d�1> r ac e Bead ' i'�S sav �fk F 3 wr+alri,y hq ham< i ,a. ND MORE TRAVEL IDEAS AT 1p upmagaziw- tj Up! WestJet Magazine � May 2011 ii-page spread _ Circulation: 714,000 AVE: $85,041 xB -399- Item 12. - 23 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2o1o/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations — Selected Press Clips Westways October 2010 Circulation: 3,919,911 AVE: $43,390 - fx;- ocroaw zaw 'THE MAGAZINE.FOR AUTO CLUB MEMBERS _ C DayTrip A Huntington Beach 1�'g _ €s �"�r�,r�'�+''" ', q ;- 9- 1 1• cttt,,a•s a;»im tfa v,rc�yu•..n.amtc ��.�? £ ;v °�°" S ✓` � - O V 4TR�.Ni.itt4R 76I Y611vtdY:11�^yakt2 FSCpt}' p I � �4' �', '' `'�. a'1 .� ...-- .-� a Hvnting[nn,W<iry in;•an:ox:*3 u;=iU3 an3 y ine@ Cvxne ,"r,..ry�, y'a, � '4 i r - ^�. _- .. a•i�tha nnran:n.,�r;r-sn�c«,tp�m-n( ,�,s A '�� +a� �. � r °. � £ �r„' Jd,d, 'y •^ . 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Ireb,u,t.aL.r1.4e lFrcnciS t«;avi 321h Mimn'Y..,gk.:•<ii SJG$,iS: N +c:• .: ac.S:op£m b-h at a R•g—O.n sophiat1-.e 8c:ga:aJw W—b.tL.s:a!q xarvcs bpi sM�.inK shakes e12"'-a,n:$huamm.i�i�6f.�-�;5; 3•:l:r.e m:t.ww Fo[w- s. :-e kew[9: a;wkneO aHawaiiam;hend.vtavnn[tr[a:r mac. a :aawd:e�.-.w.,.,iW„�.�•c}=s'«t+��*�aa., !h«lathaeotorafe:n aon:na,Ovkeuharahwtv.?;i ::,;a.y e.mrxgrefax>w:.++z�+�megrm �.. Pni :w.Hit:11—v('Ii,I aTF�60.i6::i;:lEtSla:ru,;nxx W M«1.::KjaaHirws ^fe llPc:,Lsxk. cm. M=S Item 12. - 24 xB -400- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations — Selected Press Clips America German magazine February 2011 PEI: zq 41,A."l, 6—C"'A In 5tiJ......... HB -401- Item 12. - 25- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBAI"Fiscal Year 20io/aa Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations - Selected Press Clips Dog Fancy September 2010 Circulation: 236,745 AVE: $2,736 Y �� ��� s �a ■ i a 1 n r w z • ■ •• " l .Q MYSTERY \�� \ �� `ti \�\�``��� '\ � ` SOLVED • -°.; g Q1Y min ¢ )iwa.�addu.r -c c y;Xa taR'waggingri a r, DNA contest results rw `C 1111 -+!*rd .`r. 27H Pt a;dib. y'.'I 1 1 5 t i'!I Mx'l i\ I :xretawamtasimie tsn*,e+c s*c.«rrn,., xx� n IMchoaagq Al kz neraimiwk x,xwdf! Xmm wiWn��G.a59 .L z..J-d twte arrylipxt Fo-eq xxm H='a is " ba mnawte4 Li.e': Mwm'+eww,rr-yam 7.l Cn!nndb NI�Yye llCamrmefe4-tvt BEu�saal'^•+'n W%¢ Ca7G, e7xmpataaJM t.cf'+r ■ • • n:�J aws�:sv rd.`^.eS�Xemxu+za7.v. 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XSaiSt:.t deeM1a ttJraaa aWxaxppweba:9d fal: �ricxi:xnt"Pam:t nt4d� rdaai x4 Gha!les�ct4<L Ua¢.a0.aaate¢::.:m aea Y�+iu�•:�wb mde; oNrveoxn Cnlca+r.raw gWebLx::t,9rq KYT vl.Brow n.-sara.eu,�«xs.w ew: xs.an *+an+n.mw, mXe�x<>. as R'at.+.V?a ncdanr.av� F�Pe Lm+w�n.»Swaeti. +• uma' �+9 va[s e.m;Var �.d aa,d v�d Pa+ama�s:.»r•Grt}o(,x+, ::MinntsPoita naw�asarw naawaaad .,i 15 Heihngh v.^.,Vl�sh mle¢Ps vtwa snn• 25 Pan.falSns,C:ia aap s.wtauo:r irtr,,_r Nwa nOrdrx;8bt.: romtva d.et-'dn '13x,?r: xi9xsM:b+,.s,re:yr..:x: ao[wowar,z S.aCO ta.v ns boa a4ot•daec L SAC x:d3'.ph['aarq a?am•man .S:tr.+'utt 'xHJy.Kc:..nnm itat- wMl+tvxa'^w Au�tt.a��b Item 12. - 26 HB -40 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 201o/11 Annual Report For Fiscal Year 2011/12 Operating Budget Request Travel Trade and Leisure Marketing The HBMVB continued its international travel trade and public relations agency representation agreements in the UK, Germany and Australia. Australia Roadshow Accompanying the California Travel and Tourism Commission(CTTC)in October 2011,Vice President of Sales &Marketing, Bob Wentworth,represented the HBMVB in Australia for CTTC's annual Australia Roadshow. During this 5-day trip, Bob traveled to Melbourne, Sidney, and Brisbane. In Sydney,he held one-on-one appointments with the top 10 Australian and New Zealand tour operators and wholesalers. Bob also participated in the Destination Marketplace and Reception,where he gave a presentation featuring Huntington Beach to a total of 700 travel agents and media. International Pow Wow In May 2011, 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 U.S. (representing all industry category components), and close to ,1 1,500 international and domestic buyers from more than 70 countries,conduct business negotiations that result in the generation of over $3.5 billion in future Visit USA travel. HBMVB conducted 4o business appointments with travel wholesaler and VQ receptive tour operator contacts, and met with 42 domestic and international journalists. Mr r e, A T r er i ® HB Tr- Item.12. - 27 HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20io/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Travel 'Trade and Leisure Marketing (continued) 2011 California Cup After hosting last year's successful California Cup Golf Invitational,which the HBMVB won the opportunity to host,the HBMVB was invited to participate in this year's event held in Sacramento and Sonoma County. Each year,the California Cup attracts the most influential decision makers within premier domestic and international tour companies and airlines, as well as select travel media,to inspect area tourism products and experiences. Senior level, primarily international travel trade and media representatives, attend from various countries throughout the world, including Australia, France, Germany, Scandinavia, South Korea,the United Kingdom, and the United States. This year,the HBMVB was represented by JD Shafer, General Manager of the Waterfront Hilton Beach Resort. His team, USA II (one of two United States teams),won this year's coveted California Cup. 2oii UK Sales Mission In July 2011, HBMVB Vice President of Sales&Marketing, Bob Wentworth, and Communications Manager, Madison Fisher, spent a week in London for media and sales calls. Working with the HBMVB's local agency, Black Diamond,they showcased HB products and the destination to top-notch London travel trade and media. They also worked the Visit USA Media Marketplace and attended the Visit USA Ball,which is considered"the"event of the U.K.travel industry calendar. Item 12. - 2 g HB -404- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Travel Trade and Leisure Marketing (continued) Western Canada Sales Mission As a direct result of last year's increased B.I.D.funding, Madison Fisher represented the HBMVB on its first Western Canada Sales Mission with the Anaheim/Orange County Visitor& Convention Bureau in April 2011. Western Canada is a key market for Orange County. Last year, 1.2 million Canadians visited California and approximately 700,000 came to the LA/Orange County area. After Mexico, Canada is the number one international market to Orange County and Canadians rank as the number one overnight visitor with an average length of stay of 6 nights. The five-day tour stopped in five cities throughout Western Canada, including Vancouver, Calgary, Edmonton,Victoria and Coquitlam. The HBMVB was the only beach destination and the only visitors bureau in addition to Anaheim to attend this event, which garnered us a great deal of attention. During the trip, Madison met with 514 agents in four call centers,presented at four trade shows, and attended a reception to network with key contract managers and decision makers from various buyers and wholesalers. . �vt i i k w — b Madison Fisher, HBMVB Communications Manager, and the entire Western Canada Sales Mission delegation Group Meetings Marketing In February 2011, as a direct result of expanded B.I.D.funding,the HBMVB hired its first Director of Sales, Christopher Anderson. With Christopher on staff,the HBMVB had the ability to attend more group meetings trade shows than ever before. In addition, in April 2011,the HBMVB implemented its first Customer Relationship Management(CRM) system, Sugar CRM. Sugar CRM is a web-based tool that allows the HBMVB to better serve its clients, manage sales leads, and improve tracking of the HBMVB's marketing and sales efforts. Ogg HB 405- Item 12. -191 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Group Meetings Marketing — Trade Shows CaISAE Seasonal Spectacular The largest association industry tradeshow on the West Coast, Ca1SAE'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 201o, Bob Wentworth and Nicole Llido attended for HBMVB's second year. Partners Carmela Buenrostro from the Hilton Waterfront and Enrique Paulo from the Shorebreak also worked the booth. 58 attendees dropped their business cards, along with three RFPs (Request for Proposals),by the booth during the trade show. Ca1SAE is the California Society of Association Executives. Smart Mart For the first time,the HBMVB participated in Smart Meetings magazine's Smart Mart trade shows in San Francisco, Scottsdale and Denver. These one-day, appointment-based events are held in key cities throughout the Western United States. Bob Wentworth attended the San Francisco show in January 2011,where he met with 15 qualified meeting professionals. As a result of this event, one group booked for $85,000 in room revenue. Christopher Anderson attended the Scottsdale show in March 2011,where he also met with 15 qualified meeting professionals. As a result of this show, one group is currently prospecting for $200,000 in room revenue. Christopher also attended the Denver show at the end of July 2011. Destination California The HBMVB also attended Destination California for the first time in May 2011. Sponsored by Successful Meetings and Meetings&Conventions magazines, Destination California is a three- day, appointment-based event that brings together California destinations and qualified meeting professionals who are looking to do business in the state. Represented by Christopher Anderson,the HBMVB had 26 appointments. As a result of the show,three groups submitted RFP's for a total Of$135,000 in room revenue. Destination Showcase In June 2011,the HBMVB also attend DMAI's Destination Showcase in Chicago for the first time. This show is only open to destinations within the United States and allowed the HBMVB to reach a new market for meetings professionals. During this one-day show, Christopher Anderson had 3 appointments and received one RFP for a room revenue potential of$8o,000 - $100,000. Affordable Meetings West HSMAI's Affordable Meetings West,held in June 2011 in Long Beach, provides a cost effective way to meet the almost l,000 meeting planners in attendance. HSMAI is the Hospitality Sales and Marketing Association International. Booth partners included Brad Bosak and Chandra Sweeny from the Hyatt Regency Huntington Beach Resort&Spa; Carla Dispalatro, Director of Sales, and Enrique Paulo, Sales Manager,from Shorebreak, a Joie de Vivre Hotel; and Carmela Buenrostro, Sales Manager, from the Waterfront Hilton Beach Resort. Item E.- - 30 HB -406- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ig Annual Report For Fiscal Year 2011/12 Operating Budget Request Group Meetings Marketing - Campaign With the help of a City of Huntington Beach Redevelopment Agency loan of$50,000 (to be paid back by 2013),the HBMVB continued an extensive Meetings Marketing Campaign to promote Huntington Beach to the business meetings market. The Meetings Marketing Campaign includes the following elements. ✓ Website: Redesign and update of dedicated meetings micro-site www.MeetInHB.com ✓ Online Marketing: Google Pay-Per-Click campaign focused on meetings ✓ Printed Meetings Collateral: Tri-fold destination folder with inserts about each of the conference hotels,to be used as a destination sales kit ✓ Print Advertising: Full page ad in March 2011 Smart Meetings magazine;half page ads in May 2011 Successful Meetings and Meetings&Conventions magazines; half page ad in Spring 2011 Southern CA Meetings magazine Enter Keywords rMeet LIM DShare!save e ` }� O' � e - • o o ® • �✓.£ o• p • - if. r h� � � ��,� •a y r" Irv_ r i Main Page Meetings Main.Page ' S RFP Submission Form I Hotels-I Grouo Dining,!-suoolier Direct6iv I Value Dates e Whv Choose Surf Cites I Services and Online Tool Kit 1 Contact Us, Huntington Beach Offers A Corporate Business ' Meeting &_Fun-in-the-Sun California Retreat Location Looking for the city with the perfect balance of business and pleasure for your next corporate business meeting or retreat in California? Huntington Beach is more than just a'fun place"to meet and greet;it's an „ ®' T environment that breeds clear thoughts,creativity and unique ideas. .:• _ • �� When you think'Meetings,"think Huntington Beach,California. �.t. am A"i . ' For events ranging from sales meetings to out-of-office strategy sessions,Surf City y. USA offers an inviting set of perks,including: _ • State-of-the-art California meeting facilities and hotels • a o • Easy Transportation:3 major airports nearby(LAX,SNA;LGB) o r= • Year-round comfortable weather&picturesgue ocean settings x Safe and lively downtown&nightlife, r Nearby attractions such as Disneyland&Knott's Berry Farm '- Y -�� • Special team building activities:sand-castle building,surfing lessons,etc. • Delicious West Coast cuisine and trendy shopping Ready to surf on over to Huntington.Beach?Fill out the RFP form online or request ® ; our free Meeting Planncr Guide to start planning your corporate business meeting - or California retreat to the one and only Surf City USA! alp e e C. . Y " HB -M Item 12. - 31 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Huntington Beach Visitor Information The Huntington Beach Visitor Information Kiosk at Pier Plaza continues to serve visitors and residents seven-days-a-week throughout the year. Upgrades to the Kiosk this year included re- painting the exterior and installation of a new phone to make the Kiosk part of the HBMVB office phone system. In 2012, the HBMVB plans to install a new window over the front counter to stop water leakage and reduce incoming wind/dust, and mount the computer monitor/keyboard on the wall for better access by employees and visitors. Visitor Information Kiosk Inquiries (June 1, 2010 -May 31, 2011) Total Walk-ups 32,168 Hotel Information 238 Restaurant Information 1,673 The HBMVB also continues to serve as a weekday Visitor Center at its Main Street office. HBMVB Office Inquiries (June 1, 2010 —May 31, 2011) Total Walk-In Guests 3o6 Information Phone Calls 663 Info@SurfCityUSA.com Email Responses 202 National Tourism Weep To help raise local awareness of the positive impacts of Tourism Wo tourism,the HBMVB again rallied the Surf City USA _l hospitality community to celebrate National Tourism for Huntington - Week in May 2011.With over $340 million in visitor Houoh spending throughout the city in 2010, it is clear that N ` x tourism works for Huntington Beach. Working with the HBMVB's Advocacy Committee, staff coordinated the following initiatives: ® Presented a Faces of Tourism video at the May 2nd City Council Meeting,where Mayor Joe Carchio presented the HBMVB with a National Tourism Week Proclamation ® Placed a"Tourism Works for Huntington Beach"banner highlighting the number of tourism-related jobs in the City and tourism-related tax revenues to the City above Main Street at Orange Ave HR®UNTINGTON National Vourism Week May 7-95, 2011 CALIFORNIA Tourism Works for Huntington ®each8 5urrci,YUSA.rnm 4,000 JOBS S340 MILUON IN VISITOR SPENDING S9 MILUON IN LOCAL TAX REVENUE . ® fi Item 12. - 32 HB -408- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ia Annual Report For Fiscal Year 2011/12 Operating Budget Request Huntington Beach Film Commission The Huntington Beach Film Commission launched in March 2011,with the aid of a$25,000 grant from the City of HUNTINGTON Huntington Beach Redevelopment Agency. The goal of the Film Commission is to increase awareness of Huntington Beach as a viable location for film production,thereby increasing revenue BEACH to the city. FILM COMMISSION filmNuntingtonBeoch.rom Briton Saxton, Film Commissioner, and Madison Fisher, Communications Manager, attended the Film Commission's first trade show,AFCI Locations Show at The Walt Disney Studios in Burbank, California. AFCI is the Association of Film Commissioners International. The Locations Show brings over 2,2oo attendees and 300 film commissions from around the world to Southern California for a three-day education and trade show event. 223 attendees stopped HUNGTINGTO BE9C8 Fll�GOMMISSIO� ` ' by the booth,giving the Film Commission a f jump-start on contacts in this new market. 2011-2012 projects for the Film Commission include: ✓ Redesign of website www.FilmHuntingtonBeach.com (see below) ✓ Development of extensive HB film locations photo gallery on website ✓ Production of ad for AFCI's Locations Magazine ✓ Update of Quick Reference Film Huntington Beach Guide ✓ Creation of Green Filmmaking Guide and HB Filming Resources Guide ✓ Expansion of HB photo gallery on the California Film Commission website ✓ Social networking video contest"Why I Love HB" City Beach-Mal. .3b Jam« w w. HB -409- Item 12. - 33 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2010/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request HBMV-B Office Improvements With the aid of last year's increase in B.I.D. funding, the HBMVB completed office renovations to accommodate the hiring of a new Director of Sales, Film Commissioner and Office Manager. Within the existing office footprint, we expanded from five to eight workstations. Renovations included painting of the entire office, new carpet in three of the enclosed offices, and a new phone system that brought the off-site Visitor Information Kiosk's phone into the loop. A small kitchen/mail center was also installed, along with an upgraded photocopier and postage machine. HBAIVB Staff Y Steve Bone Bob Wentworth Christopher Anderson Madison Fisher President&CEO VP,Sales&Marketing Director,Sales Communications Manager c .tN'tll r3>".+TG� E 6RNtA:1 . t./I $� frFI0U5A L i Nicole Llido Briton Saxton Jamila Tahir Kelly Evans/Kevin Keller Visitor Services Manager Film Commissioner Office Manager Visitor Information Kiosk Staff Huntington Beach Marketing&Visitors Bureau TM 301 Main Street, Ste. 208 HUNTINGTON g_, Huntington Beach, CA 92648 R" (714) 969-3492 or(800) SAY-OCEAN " info@SurfCityUSA.com www.SurfCityUSA.com 0 CALIFORNIA, Visitor Information Kiosk MARKETING &VISITORS BUREAU 325 Pacific Coast Highway SI. rfc%tyUSA.com Huntington Beach, CA 92648 I NEW ' Item 12. - 34 HB -410- HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/i1 Annual Report For Fiscal Year 2011/12 Operating Budget Request Looking Ahead The mission of the Huntington Beach Marketing and Visitors Bureau is to market and sell Huntington Beach's Surf City USA brand experience as the preferred quintessential California beach destination leading to increased visitor spending and enhanced quality of life for residents. As you can see from the previous 26 pages,the HBMVB has had a historical and successful year of building new foundations and increasing program breadth, as evidenced by: • Publication of the ground-breaking Steps Toward a Sustainable Huntington Beach • Publication of the HBMVB's first Annual Report • Publication of the 2011 Huntington Beach Visitors Guide • Publication of the 2011 Visitor Map • Redesign and launch of a new website,with the expansion of interactive content, on www.SurfCityUSA.com • Creation of an innovative social networking campaign designed to increase social networking followers, subscribers to the e-newsletter, and awareness of the Facebook page • Hosting of over 31 media and travel trade familiarization tours (FAM tours) since July 1, 2010,with more than 298 guests, including over 70 journalists,from domestic and international print and online publications • Participation in three California Travel&Tourism Commission Media Receptions throughout the United States in New York, Los Angeles and San Francisco, allowing us to sell Huntington Beach to such high-level media as the Huffington Post, Travel Age West,Bon Apetite,LA Times, NBC's"Today" show, Conde Nast,NYPost,NY Times, Smart Meetings,San Francisco Chronicle, and Sunset Magazine • Participation in multiple domestic and international travel trade and leisure marketing trade shows, including the Australia Roadshow, International Pow Wow, California Cup, UK Sales Mission, and Western Canada Sales Mission • Participation in multiple group meetings marketing trade shows, many for the first time, including CaISAE Seasonal Spectacular,three Smart Marts, Destination California, Destination Showcase, and Affordable Meetings West • A group meetings marketing campaign that included: ✓ the redesign and update of a dedicated meetings micro-site ✓ the implementation of a Google Pay-Per-Click ad campaign ✓ printing of a tri-fold destination folder to be used as a destination sales kit ✓ print advertising in four top national meetings and conventions magazines • Creation and launch of a Huntington Beach Film Commission • Expansion of the HVMVB's personnel and redesign of the HBMVB offices to include a new Director of Sales, Film Commissioner and Office Manager • Service of almost 33,000 individuals via the Visitor Information Kiosk on Pier Plaza With the accomplishment of these many projects, a number of which were brand new, the HBMVB plans to use the 2011/2012 fiscal year as time to build upon the strong foundation of 2010/2011. The HBMVB will increase the depth of its current efforts to further advance its mission of marketing and selling Surf City USA as an overnight destination. ® Y; HB -411- Item 12. - 3 5 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 20lo/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request On behalf of the HBMVB Board of Directors and the Huntington Beach Hotel/Motel B.I.D.,we ask that the Huntington Beach City Council adopt the resolution to renew City Ordinance No. 3569 (proposed by Resolution No. 2002-69 on July 15, 2002 and adopted at a Public Hearing held on August 5, 2002)to continue the current 2% Huntington Beach Hotel/Motel B.I.D. assessment on overnight stays in the City of Huntington Beach. This continued assessment on overnight visitor stays will allow the Huntington Beach Marketing and Visitors Bureau to continue its sales and marketing activities on behalf of the City of Huntington Beach without increasing the City's annual contract amount with the HBMVB. Some of the enhancements to the HBMVB scope of work that will be made possible by the continued Huntington Beach Hotel/Motel B.I.D. assessment will include: • Augmentation of our current group marketing sales plan to include more top-quality group meetings trade shows, as well as targeted sales calls,by our new Director of Sales • Continued expansion of our international marketing efforts to include Canada as our fourth inbound international market. Currently we have agency relationships and marketing programs in the United Kingdom/Ireland, Germany/Austria/Switzerland, and Australia/New Zealand. • Continued implementation of Sugar CRM,the HBMVB's new Customer Relationship Management(CRM) system,that will enable us to better serve our existing clients, manage sales leads, and improve tracking of the HBMVB's marketing efforts according to industry reporting standards from DMAI (Destination Marketing Association International) • Restoration of the HBMVB's online marketing budget,which was reduced in 2009/2010 due to the downturn in revenues. 2011/2012 enhancements will include improved Search Engine Marketing(SEM) and Google Pay-Per-Click ad campaigns, along with the implementation of a mobile website; integrated Google maps; dedicated landing pages, along with updated content, for Weddings, Meetings, Families, Surfing, and Sustainability; and a redesigned Calendar of Events. • Maintenance of an aggressive social media campaign to market Huntington Beach as an overnight destination. New social media initiatives will include creation of a blog, an "Around HB"video series, new Facebook sweepstakes, and a video contest. • Maintenance of our budget for familiarization tours to bring more journalists (international and domestic),travel trade professionals and meeting planners to Huntington Beach • Exploration of a new spring signature event • Continued development of the Huntington Beach Film Commission,to include redesign of the w1Aw.FilmHuntingtonBeach.com website; development of an extensive HB film locations photo gallery on the website; production of an ad for the Association of Film Commissions International(AFCI)'s Locations Magazine; update of the Quick Reference Film Huntington Beach Guide; creation of a Green Filmmaking Guide and an HB Filming Resources Guide; and expansion of the HB photo gallery on the California Film Commission's website • Publication of a new magazine-style Dining Guide that is more inclusive of local restaurants • Physical enhancement of the Visitor Information Kiosk at Pier Plaza a @ smom R; Item 12. - 3 6 HB -412- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request 2011/2012 Proposed Operating Budget INCOME Projected Assessment at 2% $ 1,401,284.00 TOTAL 1,401,284-00 EXPENSE Personnel $ 271,454.00 Marketing $ 913,559•00 Legal/Miscellaneous $ 33,600.00 Third Annual Repayment Installment on $50,000 $ 11,000.00 Meetings Campaign Loan granted July 2009 Carryover/Reserve FY12/13 $ 171,671.00 TOTAL. $ 1,401,284.00 Note: The boundaries of the improvement and benefit areas within the Hotel/Motel Improvement District(which includes the City of Huntington Beach in its entirety)will not change during the upcoming fiscal year. HB 413- Item 12. - 37 Huntington Beach Hotel Motel Business Improvement District Membership 2011-2012 2 ',R'kW Si&6,zip code Address momn, -' --e -7- 777 Motor Inn 16240 Pacific Coast Highway Huntington Beach CA 92649 Beach Inn Motel 18112 Beach Blvd. Huntington Beach CA 92648 Best Western Huntington Beach Inn 800 Pacific Coast Highway Huntington Beach CA 92648 Best Western Regency Inn 19360 Beach Blvd. Huntington Beach CA 92648 Comfort Suites 16301 Beach Blvd Huntington Beach CA 92647 Extended Stay America - Huntington Beach 5050 Skylab West Circle Huntington Beach CA 92647 Hilton Waterfront Beach Resort 21100 Pacific Coast Highway Huntington Beach CA 92648 Hotel Europa 7561 Center Avenue#46 Huntington Beach CA 92647 Hotel Huntington Beach 7667 Center Avenue Huntington Beach CA 92647 Howard Johnson Express Inn &Suites 17251 Beach Blvd. Huntington Beach CA 92647 Huntington Suites 727 Yorktown Avenue Huntington Beach CA 92648 Huntington Surf Inn 720 Pacific Coast Highway Huntington Beach CA 92648 Hyatt Regency Huntington Beach Resort and Spa 21500 Pacific Coast Highway Huntington Beach CA 92648 Ocean View Motel 16196 Pacific Coast Highway Huntington Beach CA 92649 Pacific View Inn and Suites 16220 Pacific Coast Highway Huntington Beach CA 92649 Shorebreak Hotel Huntington Beach 20042 Beach Blvd., Ste. 201 Huntington Beach CA 92648 bJ Starlight Inn 18382 Beach Blvd. Huntington Beach CA 92648 Surf'n Sands Motel 11102 Pacific Coast Highway Huntington Beach CA. 192648 July 201 C Res. No. 2011-74 STATE OF CALIFORNIA COUNTY OF ORANGE ) ss: CITY OF HUNTINGTON BEACH ) I, JOAN L. FLYNN the duly elected, qualified City Clerk of the City of Huntington Beach, and ex-officio Clerk of the City Council of said City, do hereby certify that the whole number of members of the City Council of the City of Huntington Beach is seven; that the foregoing resolution was passed and adopted by the affirmative vote of at least a majority of all the members of said City Council at a regular meeting thereof held on September 19, 2011 by the following vote: AYES: Shaw, Hansen, Carchio, Bohr, Boardman NOES: None ABSENT: Harper, Dwyer ABSTAIN: None Ci , Clerk and ex-offici lerk of the City Council of the City of Huntington Beach, California ATTACHMENT #2 Hq -415- Item 12. - 39 RESOLUTION NO. 2011-56 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH DECLARING THE CITY'S INTENTION TO LEVY AN ANNUAL ASSESSMENT FOR FISCAL YEAR 2011-2012 WITHIN THE HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT WHEREAS, the California Legislature, in adopting the Parking and Business Improvement Area Law of 1989 (Streets and Highways Code §36500 et seq.) found that cities are authorized to levy assessments on businesses in order to promote economic revitalization and tourism, create jobs, attract new businesses and prevent erosion of business districts; and The California Legislature found that cities are authorized to levy assessments on businesses which benefit from those improvements and activities; and A sizeable majority of the hotel and motel businesses within the City of Huntington Beach requested that the City Council commence proceedings under the Parking and Business Improvement Area Law of 1989 to establish a hotel and motel business benefit area within the City of Huntington Beach and to levy a special assessment to promote tourism and tourist related events; and The City Council formed a business improvement area, known as the Huntington Beach Hotel/Motel Business Improvement District (the "District"), by the passage of Ordinance No. 3569 on August 19, 2002. The City is proposing to levy an assessment for fiscal year 2011-2012 pursuant to the process detailed in Streets and Highways Code §36500, et seq.; and The District's Advisory Board has prepared and filed with the City Clerk an "Annual Report/Operating Budget 2010-2011 Fiscal Year to Date" and "Proposed Budget for Fiscal Year 2011-2012" (collectively, "Annual Report"); and NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Huntington Beach does hereby resolve as follows: SECTION 1. The City Council hereby approves the Annual Report filed by the Advisory Board in the City Clerk's office attached hereto as Exhibit A and incorporated herein by this reference, which includes a proposed budget for Fiscal Year 2011-2012 and a description of the improvements and activities to be provided for Fiscal Year 2011-2012. SECTION 2. To levy and collect assessments within the District area for Fiscal Year 2011-2012 in the amount of 2% on hotel and motel overnight room stays in hotels and motels listed in Exhibit B attached hereto and incorporated herein by this reference. 11-2939/67179 1 hotel Item 12. - 40 HB -416- Resolution No. 2011-56 SECTION 3. The type or types of improvements and activities proposed to be funded by the levy of assessments on businesses within the business improvement area are specified in Exhibit A, attached hereto and incorporated herein by this reference. SECTION 4. A public hearing shall be held before the City Council on September 19, 2011 , at 6:00 p.m., or as soon thereafter as this matter may be heard, in the Council Chambers of the City Hall, 2000 Main Street, Huntington Beach, California, at which time the Council will hear all interested persons for or against levying of the assessment, and the furnishing of specified types of improvements or activities. Protests may be made orally or in writing; but, if written, shall be filed with the City Clerk at or before the time fixed for the hearing and contain sufficient documentation to verify business ownership and validate the particular protest. Any protest pertaining to the regularity or sufficiency of the proceedings shall be in writing and shall clearly set forth the irregularity or defect to which the objection is made. The City Council may waive any irregularity in the form or content of any written protest, and at the public hearing, may correct minor defects in the proceedings. A written protest may be withdrawn in writing at any time before the conclusion of the public hearing set forth above. If written protests are received by the owners of businesses within the District, which will pay 50% or more of the total assessments to be levied, no further proceedings to levy the proposed assessment shall be taken for a period of one year from the date of the finding of a majority protest by the City Council. If the majority protest is only against the furnishing of a specified type or types of improvements or activity within the District,those types of improvements or activities shall be eliminated. SECTION 5. The City Clerk is hereby directed to provide notice of the public hearing by causing this resolution of intention to be published once in a newspaper of general circulation at least seven days before the public hearing. SECTION 6. Further information regarding the proposed business improvement district may be obtained at the Huntington Beach City Hall, 2000 Main Street, Huntington Beach, California 92648; telephone(714) 536-5542; or from the Huntington Beach Marketing and Visitors Bureau, 301 Main Street, Suite 210, Huntington Beach, CA 92648, (714) 969- 3492. SECTION 7. The City Clerk shall mail a complete copy of this resolution of intention by first-class mail to each business owner in this area within seven days after the Council's adoption of this resolution. 11-2939/67179 2 hotel HB -417- Item 12. - 41 Resolution No.. 2011-56 SECTION 8. This resolution shall take effect immediately upon adoption. PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 15 t h day of August , 2011. 0 REVIE ND APPROVED: INITIATED AND APPROVED: Cit 1v1 % er Director of Eco ' is Development APPROVED AS TO FORM: Ci y Attorney l�n)V �, �A�(� 11-2939/67179 3 hotel Item 12. - 42 HB -418- �1II _1 i �I J RESOLUTION NO.2011-56 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH DECLARING THE CITY'S INTENTION TO LEVYAN ANNUAL ASSESSMENT FOR FISCAL YEAR 2011-2012 WITHIN THE HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT WHEREAS.the California Legislature.in adopting the Parking and Business Improvement Area Law of 1989(Streets and Highways Code§36500 et seq.)found that cities are authorized to levy assessments on businesses in order to promote economic revitalization and tourism, create jobs,attract new businesses and prevent erosion of business distnets;and The California Legislature found that cities are authorized to levy assessments on businesses which benefit from those improvements and activities;and �- A sizeable majority of the hotel and motel businesses within the City of Huntington Beach requested that the City Council commence proceedings under the Parking and Business Improvement Area Law of 1989 to establish a hotel and motel business benefit area within the City of Huntington Beach and to levy a special assessment to promote tourism and tourist related events:and The City Council formed a business improvement area,known as the Huntington Beach HotehMotel Business Improvement District(the'District),by the passage of Ordinance No. 3569 on August 19.2002.The City is proposing to levy an assessment for fiscal year 2011- 2012 pursuantto the process detailed in Streets and Highways Cade§36500,et seq.;and The District's Advisory Board has prepared and filed with the City Clerk an"Annual Report/Operafing Budget 2010-2011 Fiscal Year to Date"and`Proposed Budget for Fiscal Year 2011-2012"(collectively."Annual Report");and NOW.THEREFORE.BE IT RESOLVED that the City Council of the City of Huntington Beach does hereby resolve as follows: SECTION I.The City Council hereby approves the Annual Report filed by the Advisory Board in the City Clerk's office attached hereto as Exhibit A and incorporated herein by this reference,which includes a proposed budget for Fiscal Year 201I-2012 and a description of the improvements and activities to be provided for Fiscal Year 2011-2012. SECTION 2,To levy and collect assessments within the District area for Fiscal Year 2011- 2012 in the amount of 2%on hotel and motel overnight room stays in hotels and motels listed in Exhibit B attached hereto and incorporated herein by this reference. SECTION 3.The type or types of improvements and activities proposed to be funded by the levy of assessments on businesses within the business improvement area are specified in Exhibit A,attached hereto and incorporated herein by this reference. SECTION 4.A public hearing shall be held before the City Council on September 19, 2011,at 6:00 p.m.,or as soon thereafter as this matter may be heard,in the Council Chambers s of the City Hall,2000 Main Street,Huntington Beach,California.at which time the Council will hear all interested persons for or against levying of the assessment,and the furnishing of specified types of improvements or activities. Protests may be made orally or in writing; but,if written,shall be filed with the City Clerk at or before the time fixed for the hearing and contain sufficient documentation to verify business ownership and validate the particular _ protest.Any protest pertaining to the regularity or sufficiency of the proceedings shall be in writing and shall clearly set forth the irregularity or defect to which the objection is made.The City Council may waive any irregularity in the form or content of any written protest,and at the public hearing,may correct minor defects in the proceedings.A written protest may be withdrawn in writing at any time before the conclusion of the public hearing set forth above. Ifwritten protests are received by the owners of businesses within the District,which will pay 50%or more of the total assessments to be levied,no further proceedings to levy the proposed assessment shall be taken for a period of one year from the date of the finding of a majority protest by the City Council,Ifthe majority protest is only against the furnishing of a specified type or types of improvements or activity within the District,those types of improvements or activities shall be eliminated. SECTION 5.The City Clerk is hereby directed to provide notice of the public hearing by causing this resolution of intention to be published once in a newspaper of general circulation at least seven days before the public hearing. SECTION 6.Further information regarding the proposed business improvement district �= may be obtained at the Huntington Beach City Hall,2000 Main Street,Huntington Beach. California 92648;telephone(714)536-5542;or from the Huntington Beach Marketing and Visitors Bureau.301 Main Street,Suite 210.Huntington Beach,CA 92648.(714)969-3492. SECTION 7.The City Clerk shall mail a complete copy of this resolution of intention by first-class mail to each business owner in this area within seven days after the Council's adoption of this resolution. SECTION 8.This resolution shall take effect immediately upon adoption. PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 15th day ofAugust,2011. /a/Joe Carchio Mayor R INITIATED AND APPROVED: REVIEWED AND APPROVED:Fred Wilson /a/Stanley Smalewitz Director of Economic Development City Manager i APPROVED AS TO FORM: _ /s/Jennifer McGrath City Attorney A copy of the Annual Report(Exhibit A)and a list of auto dealers (Exhibit B) are available in the City Clerk's office at: Huntington Beach Civic Comer 2nd Floor 2000 Main Street Huntington Beach,CA 92648 I� 1i 41 5; 6 Los Angeles Times 100% Ad Order 34545696 3.00 X 9.20 [col X inches] Pub Info:Thursday 09/08/11 HRI Adv:hotel-motel-- Sales Code:0602 Num Colors:0 Spot Colors: Date Oper Location 1 Aug 29 2011 3:29PM frionda OCADPROD 2 Aug 29 2011 1:49PM kehau OCADPROD 3 Comments: None 7 Council/Agency Meeting Held:_ Deferred/Continued to: ��App oved ❑ Conditionally Approved ❑ Denied t��Cit CI 's Sign_ re Council Meeting Date: August 15, 2011 Department ID /Number: ED 11-035 CITY OF HUNTINGTON BEACH REQUEST FOR CITY COUNCIL ACTION SUBMITTED TO: Honorable Mayor and City Council Members SUBMITTED BY: Fred A. Wilson, City Manager PREPARED BY: Stanley Smalewitz, Director of Economic Development SUBJECT: Adopt Resolution No. 2011-56 declaring the City's intention to levy an annual assessment for fiscal year 2011-2012 within the Huntington Beach Hotel/Motel Business Improvement District and schedule a Public Hearing for September 19, 2011 Statement of Issue: On August 19, 2002, the City Council approved Ordinance No. 3569 establishing the Huntington Beach Hotel/Motel Business Improvement District to fund activities to promote Huntington Beach as an overnight tourist destination to benefit all hotels and motels in the City. The State of California Parking and Business Improvement Law of 1989 requires an annual report to be filed each fiscal year, a Resolution of Intention to be passed to levy an assessment for the next fiscal year, and a public hearing date be set. Financial Impact: Not Applicable Recommended Action: Motion to: A) Approve the Annual Report and Fiscal Year 2011-2012 Budget of the Huntington Beach Hotel/Motel Business Improvement District; and, B) Adopt City Council Resolution No. 2011-56, "A Resolution of the City Council of the City of Huntington Beach Declaring the City's Intention to Levy an Annual Assessment for Fiscal Year 2011-2012 Within the Huntington Beach Hotel/Motel Business Improvement District;" and, C) Direct the City Clerk to schedule a public hearing to be held on September 19, 2011, and send copies of the Resolution and assessment formula to each business to be assessed and publish same in a newspaper of general circulation as required. Alternative Action(s): 1) Do not approve the Annual Report and Fiscal Year 2011-2012 Budget. 2) Deny the request to approve the Resolution of Intention. HB -143- Item 9. - I REQUEST FOR COUNCIL ACTION MEETING DATE: 8/15/2011 DEPARTMENT ID NUMBER: ED 11-35 Analysis: At the request of the Huntington Beach Marketing and Visitors Bureau (HBMVB), the City Council formed a Business Improvement District (BID) in 2002 to include all hotels and motels in the city for the purpose of fundraising activities to promote Huntington Beach as an overnight destination. This is an annual renewal of the Huntington Beach Hotel/Motel Business Improvement District. The Board of Directors for the HBMVB also serves as the BID Advisory Board. In 2010, the Hotel/Motel BID advisory group unanimously agreed to recommend to City Council a change in the annual assessment formula increasing the assessment from 1% to 2%. This increase has allowed for expansion of marketing efforts including group sales and creates a dedicated marketing program directed to public and private corporations and social organizations. These increased assessments benefit all members of the assessment district. The assessment funds are collected as a separate itemization with monthly Transient Occupancy Taxes (TOT) paid to the City of Huntington Beach. In addition to the BID revenues, the HBMVB also receives 10% of the City's TOT revenue under an amended and restated grant agreement approved in April 5, 2010 (originally approved May 15, 2006). Prior to that time the grant agreement was approved on annual basis. On May 18, 2009, the City Council approved a $50,000 loan to promote meetings, which result in overnight stays in Huntington Beach; the repayment plan was scheduled for payments over five years. However, the HBMVB repaid the full loan on July 25, 2011. As required by State law, a public hearing must be held to provide the opportunity for affected businesses to voice their protests, or they may submit protests in writing before the hearing. The Resolution of Intention sets this hearing for September 19, 2011. At that time, City Council will tally the percentage of assessments protested, if any, and will hear additional public comments on the renewal of the Hotel/Motel BID. If protests total less than 50% of the total amount collected, the City Council can approve the renewal of the BID. At the conclusion of the hearing, the City Council may reduce or modify the proposed assessment or types of activities to be funded with assessment revenues. If written protests are received from affected business owners of 50% or more of assessment, no further proceeding to continue the BID can be considered for one year. The Hotel/Motel BID anticipates assessments and budget amount to total $1,401,284.00 for Fiscal Year 2011-2012. Environmental Status: Not applicable Strategic Plan Goal: Enhance Economic Development Item 9. - 2 HB -144- REQUEST FOR COUNCIL ACTION MEETING DATE: 8/15/2011 DEPARTMENT ID NUMBER: ED 11-35 Attachmea s): ® o - o 0 1. Resolution No. 2011-56, "A Resolution of the City of Huntington Beach Declaring the City's Intention to Levy an Annual Assessment for Fiscal Year 2011-2012 Within the Huntington Beach Hotel/Motel Business Improvement District" including Exhibit A: Hotel/Motel BID Annual Report, and Exhibit B: Hotel/Motel Membership List HB -145- Item 9. - 3 ATTACHMENT # 1 Item 9 4 HB -146- RESOLUTION NO. 2011-56 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF HUNTINGTON BEACH DECLARING THE CITY'S INTENTION TO LEVY AN ANNUAL ASSESSMENT FOR FISCAL YEAR 2011-2012 WITHIN THE HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT WHEREAS, the California Legislature, in adopting the Parking and Business Improvement Area Law of 1989 (Streets and Highways Code §36500 et seq.) found that cities are authorized to levy assessments on businesses in order to promote economic revitalization and tourism, create jobs, attract new businesses and prevent erosion of business districts; and The California Legislature found that cities are authorized to levy assessments on businesses which benefit from those improvements and activities; and A sizeable majority of the hotel and motel businesses within the City of Huntington Beach requested that the City Council commence proceedings under the Parking and Business Improvement Area Law of 1989 to establish a hotel and motel business benefit area within the City of Huntington Beach and to levy a special assessment to promote tourism and tourist related events; and The City Council formed a business improvement area, known as the Huntington Beach Hotel/Motel Business Improvement District (the "District"), by the passage of Ordinance No. 3569 on August 19, 2002. The City is proposing to levy an assessment for fiscal year 2011-2012 pursuant to the process detailed in Streets and Highways Code §36500, et seq.; and The District's Advisory Board has prepared and filed with the City Clerk an "Annual Report/Operating Budget 2010-2011 Fiscal Year to Date" and "Proposed Budget for Fiscal Year 2011-2012" (collectively, "Annual Report"); and NOW, THEREFORE, BE IT RESOLVED that the City Council of the City of Huntington Beach does hereby resolve as follows: SECTION 1. The City Council hereby approves the Annual Report filed by the Advisory Board in the City Clerk's office attached hereto as Exhibit A and incorporated herein by this reference, which includes a proposed budget for Fiscal Year 2011-2012 and a description of the improvements and activities to be provided for Fiscal Year 2011-2012. SECTION 2. To levy and collect assessments within the District area for Fiscal Year 2011-2012 in the amount of 2% on hotel and motel overnight room stays in hotels and motels listed in Exhibit B attached hereto and incorporated herein by this reference. 11-2939/67179 1 hotel Resolution No. 2011-56 SECTION 3. The type or types of improvements and activities proposed to be funded by the levy of assessments on businesses within the business improvement area are specified in Exhibit A, attached hereto and incorporated herein by this reference. SECTION 4. A public hearing shall be held before the City Council on September 19, 2011 , at 6:00 p.m., or as soon thereafter as this matter may be heard, in the Council Chambers of the City Hall, 2000 Main Street, Huntington Beach, California, at which time the Council will hear all interested persons for or against levying of the assessment, and the furnishing of specified types of improvements or activities. Protests may be made orally or in writing; but, if written, shall be filed with the City Clerk at or before the time fixed for the hearing and contain sufficient documentation to verify business ownership and validate the particular protest. Any protest pertaining to the regularity or sufficiency of the proceedings shall be in writing and shall clearly set forth the irregularity or defect to which the objection is made. The City Council may waive any irregularity in the form or content of any written protest, and at the public hearing, may correct minor defects in the proceedings. A written protest may be withdrawn in writing at any time before the conclusion of the public hearing set forth above. If written protests are received by the owners of businesses within the District, which will pay 50% or more of the total assessments to be levied, no further proceedings to levy the proposed assessment shall be taken for a period of one year from the date of the finding of a majority protest by the City Council. If the majority protest is only against the furnishing of a specified type or types of improvements or activity within the District, those types of improvements or activities shall be eliminated. SECTION 5. The City Clerk is hereby directed to provide notice of the public hearing by causing this resolution of intention to be published once in a newspaper of general circulation at least seven days before the public hearing. SECTION 6. Further information regarding the proposed business improvement district may be obtained at the Huntington Beach City Hall, 2000 Main Street, Huntington Beach, California 92648; telephone (714) 536-5542; or from the Huntington Beach Marketing and Visitors Bureau, 301 Main Street, Suite 210, Huntington Beach, CA 92648, (714) 969- 3492. SECTION 7. The City Clerk shall mail a complete copy of this resolution of intention by first-class mail to each business owner in this area within seven days after the Council's adoption of this resolution. 11-2939/67179 2 hotel Resolution No. 2011-56 SECTION 8. This resolution shall take effect immediately upon adoption. PASSED AND ADOPTED by the City Council of the City of Huntington Beach at a regular meeting thereof held on the 15 t h day of August , 2011. 0 REVIE ND APPROVED: INITIAATTED AND APPROVED: Ci er Director of Eco is Development APPROVED AS TO FORM: Ci Attorney d �,��lV,� 11-2939/67179 3 hotel Exhibit "A" - Resolution No. 2011-56 HUN"TING'T ON TM CALIF ® NIA s; MARKETING & VISITORS BUREAU urfC%t, USA.CoO Huntington Beach Marketing and Visitors Bureau Fiscal Year 2010/11 Annual Report HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Table of Contents Page Section 3 Leisure Market Advertising 5 Group Market Advertising 6 Publications &Collateral 9 Online Marketing 12 Familiarization Tours 14 Public Relations 21 Travel Trade and Leisure Marketing 23 Group Meetings Marketing 26 Huntington Beach Visitor Information 26 National Tourism Week 27 Huntington Beach Film Commission 28 HBMVB Office Improvements 28 HBMVB Staff 29 Looking Ahead 31 2011/2012 Proposed Operating Budget • ®.�- HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2olo/i1 Annual Report For Fiscal Year 2011/12 Operating Budget Request The Huntington Beach Marketing and Visitors Bureau (HBMVB) continued to expand its scope of activities and increase efficiency as a destination marketing organization during the 2010/11 fiscal year.As the official advisory board for the Huntington Beach Hotel/Motel Business Improvement District (B.I.D.), which received an assessment of two percent on all hotel/motel room purchases within the city that were less than 30 days in duration, the HBMVB would not have been able to complete the following programs without B.I.D. funding. Leisure Market Advertising With partners Hyatt Regency Huntington Beach Resort&Spa; A Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort,the HBMVB produced a cooperative full-page ad for the California Visitors Guide.The California Visitors Guide is the official publication of the California Travel and Tourism '' Commission(CCTC)with 500,000 copies distributed annually and more than roo,000 downloads of the digital version from www.visitcalifornia.com. - Ate: In addition to the domestic California Visitors Guide,the HBMVB also collaborated with the Hyatt Regency Huntington Beach Resort&Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort to extend our ad in 51,ioo reprints of the official California Visitors Guide in Australia, Germany,Mexico, Brazil,France,India,UK,China,Japan,and Korea. 1 --� , :�� �►rf CAI..,_ s . Sad Ct�l qA NVN.kart.Ntm - i �ra.,.pamaauw a. A4AIMY�NRa.R. Y�•.P«Yne. �:i v Nwt+mOMvd 'C S.iZ 1itIS3 RGt - ,n rrw vrana.Nn.i ..wPawcavnµN._ • k31ab-k.RkY RSn rmg.a.yerbeN.wa ar tti eeb pmu,os .. .:.y- luww..w wee.l.6Tk4 - Gebmwybvn - ...NystNwa+.w uaNa.N+6nwc.wa ®®IRee.M.Y t�+M• Ritltn�tltx.etc - ��e'�'i,.er.nNrr� Rtl Alen?a -"+�{�s =- _ INMIy.oNWan.INwA wstn.rn�.«`"` Yi�a lt.RSRB i.tR .>m-,.wNa,.,, eeex�s+tAaanz¢Y 4¢Ye1RSkRfIQ$U rwaua:u:xac. RSRFdYeCA3Rt1 s ®. ® — HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ix Annual Report For Fiscal Year 2011/12 Operating Budget Request Leisure Market Advertising (continued) The HBMVB leveraged co-op dollars from the Hyatt Regency Huntington Beach Resort&Spa; Shorebreak,a Joie de Vivre L Hotel; and Waterfront Hilton Beach Resort to create a full-page Huntington Beach advertorial as part of CTTC's 2010/11 US&Canada Cooperative Marketing Program insert. This insert had a total print circulation of 1.2 million. The multi-page supplement ran in the November 2010 issues of Travel+Leisure(150,000 copies), Budget Travel(200,000),Food&Wine(200,000) and National a ZGeographic Traveler(150,000). The insert also appeared in the November 6, 20io edition of the Vancouver Sun, Calgary - Herald,Edmonton Journal(November 7, 2oio edition), Toronto Star, and Montreal Gazette(ioo,000 each). r .o.......BEAC�' As a bonus for participating in CTTC's 2010/11 US&Canada Cooperative Marketing Program insert, Huntington Beach received a 5-page spread in CTTC's Spring 2011 Digital Guide. Two pages explored the destination,while one page each went to the Hyatt Regency Huntington Beach Resort&Spa; Shorebreak,a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort. The Digital Guide allowed us to include a Huntington Beach photo gallery,a link to www.surfeityusa.com and a link to request a mailed copy of our official Huntington Beach Visitors Guide.The Digital Guide had a distribution of 1 million in the US and 500,000 in Canada. n IIEACI �.s— ' HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Leisure Market Advertising (continued) For the third consecutive year,the HBMVB collaborated with the Hyatt Surfer , Regency Huntington Beach Resort& Spa; Shorebreak,a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort to produce a two-page inside -- � cover spread for the 2010/2011 edition of Canadian Traveler's America Yours a ; to Discover,the Official US Destination Guide for the travel trade in Canada by the US Travel Association's Discover America ,T Canada-Committee. , Group Market Advertising For the first time, and with the input of our hotel/motel partners,the HBMVB ran ads in publications catering to the group meetings market. A full-page ad in the March 2011 Smart Meetings magazine reached 40,000 meeting professionals nationwide. The ad featured " all four Huntington Beach conference-ready hotels: Hotel Huntington Beach; Hyatt Regency Huntington Beach Resort&Spa; Shorebreak, a Joie de Vivre Hotel; and Waterfront Hilton Beach Resort. -_�� �:,.. ,�� �.���•f � `�SU USA rf Cihl, A half-page ad also ran in the following "' tl°"'h'"'` ublications: nps•...think Huntington Beaeh, p Successful Meetings magazine May 2011(72 000) Y �•,�r,«a.� rrr, ,�,., Meetings&Conventions magazine May 2011 (60,000) m Southern CA Meetings magazine k.ae.+cerus .,..rv.wa... martoau Spring 2011 (9,500) ®. ® - HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Publications & Collateral Huntington Beach Visitors Guide The HBMVB revised its official Huntington Beach Visitors Guide distribution strategy in fiscal year 2010/2011. Approximately one-quarter of the loo,000 guides printed were used as lure pieces out-of-market domestically in the United States and internationally in the UK, Germany and Australia. Three agencies, Black Diamond(UK/Ireland),MSi (Germany/Austria), and Gate 7(Australia/New Zealand),marketed Huntington Beach on behalf of the HBMVB. All three agencies are the official in-market agencies for the California Travel and Tourism Commission.The HBMVB also provides Visitor Guides in bulk for conferences and other groups holding overnight events in Huntington Beach. Additional Visitor Guides are distributed at the Orange County and Los Angeles airports and in visitor information racks throughout Los Angeles and Orange Counties. The remaining guides are primarily distributed in-market via Huntington Beach lodging properties,local retail and restaurant locations,the HBMVB office,and the official Visitor Information Kiosk operated by the HBMVB at the Huntington Beach Pier. = The HBMVB returned to its previous publisher, N BMW Striker Media,to publish this 76-page guide that su GtyUSA.com incorporates an upscale,modern Surf City USA® feel. The Visitor Guide featured sections on the LO, ', , ° Beaches of Surf City and Surfing,which w k j included articles on"Steps to Surfing,""Surf Speak 1o1,"the Hurley US Open of Surfing and 71 4 downtown surf culture attractions, as well as a section on local sustainable tourism activities. The HBMVB is especially proud of this year's cover,which depicts amulti-ethnic family enjoying a quintessential HB sunset and bonfire r on the beach. F 3F µma �" A:. The HBMVB also undertook a one-day photo shoot in March 2011 to obtain cover images for the Visitors Guide and Visitor Map,along with additional images for use in print and online marketing and sales collateral projects. These images were used to brand and sell Huntington Beach as an overnight destination. a ®.�' s HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2olo/ii Annual Report For Fiscal Year 2oii/=Operating Budget Request Publications & Collateral (continued) Huntington Beach Visitor Maps The HBMVB published 200,000 official Huntington Beach Visitor Maps in June 2011, primarily for distribution in-market at Huntington Beach lodging properties and other local distribution points,including the Visitor Information Kiosk at the pier.Additional distribution took place at the California Welcome Centers in Barstow,Oceanside, Oxnard, and San Bernardino;the Ontario, Los Angeles and Orange County airports;and visitor information racks throughout the Los Angeles County region. The Visitor Maps also enjoy limited out-of-market distribution internationally,and have been hailed by local concierge and customer service personnel as excellent tools for assisting visitors and residents. IN HUNTINGU+ BEAit , "Y CALIFO CALl1'Of21JtA < < OFFICIAL VISITORS MAP OFFICIA6 VISITOR$MAP s Huntington Beach Dining Guide - r-nv�-nnr.'rct s�ai:ri.. DINING GUIDE The HBMVB and Huntington Beach Restaurant Association reprinted io,000 Dining Guides in summer 2010 with local distribution through hotels and motels,and the Visitor Information Kiosk at the pier.Additional copies are supplied to meeting and conference groups as requested. In 2012,the HBMVB plans to produce a new,magazine-style Dining Guide concept that is more inclusive of local restaurants. fA e ® ®�v _ HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2o1o/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Publications & Collateral (continued) Steps Toward a Sustainable Huntington Beach The HBMVB was proud and excited to produce Steps Toward a Sustainable Huntington Beach,thanks to the efforts of its Sustainable Tourism Committee. This publication was two years in the making and includes guidelines for local businesses, g y restaurants,hotels,residents and visitors that will help instill ae culture of sustainability in the city via education,rather thanhd certification. The Hyatt Regency Resort&Spa; Shorebreak, a `" 6 Joie de Vivre Hotel; and Waterfront Hilton Beach Resort created customized covers for the publication that detail their in-house _ sustainability efforts and now distribute these customized publications to guests and potential meeting clients. In addition, copies of the publication have been requested for use in the classroom at Golden West College and for educational seminars and meetings with local environmental organizations. In May 2011, Destination Marketing Association International(DMAI) requested that we submit an article detailing the process used to create the publication for their Destination Marketing Monthly e-newsletter,which is accessible by over 2,800 DMAI members in 65o destination marketing organizations in over 30 countries. DMAI stated they know of no other destination marketing organization that has created a sustainable publication of this detail and caliber. HBMVB Annual Report For the first time,the HBMVB published an Annual Report for fiscal year 2009/201o. This 51-page report gave an overview of the year's accomplishments in such areas as advertising,publications& collateral, online marketing, social media,familiarization tours, public relations,travel trade&leisure marketing,and meetings & group marketing. It also gave an update on visitor information statistics from visitor centers at the HB Pier and on Main Street,as well as summaries of special projects such as National Tourism Week and the Surfboards in the Sand Centennial event. OR e c . m �.s- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMV'B Fiscal Year 2oio/i1 Annual Report For Fiscal Year 2011/12 Operating Budget Request Online Marketing The HBMVB continued to make enhancements to its official website www.SurfCityUSA.com and to its social networking pages on Facebook,YouTube,and Twitter. In July 2011,the HBMVB launched an updated design for www.SurfCityUSA.com. This new design will be easier to navigate and more enticing to potential visitors. Below are mockups of the website homepage and an interior page. r 1 g'® _.esca..w Prr. MuntimJton 4—h Acconaotlananz �. � . �. k In addition to the website redesign, other web-based projects for 2o11 and 2012 include Google Maps integration; creation of landing pages and content upgrades for Weddings,Meetings, Families, Surfing and Sustainability;new group meeting and leisure Pay-Per-Click campaigns; updated Search Engine Optimization; a redesigned Calendar of Events;and a mobile website. ® HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2010/11 Annual Report For Fiscal Year 2oii/12 Operating Budget Request Online Marketing - Social Media Facebook In March 2011,the HBMVB moved its Facebook page to www.facebook.com/HBSurfCityUSA. In less than 3 months, in part thanks to an innovative marketing campaign and sweepstakes, this page gained over 1,300 fans and 400 check-ins. Updates are posted regularly and include links to current and upcoming local events,links to news and articles about HB,and interesting tidbits about the community. The page gives Huntington Beach fans a place to converse,share memories and ask questions about their visit. Huntington Beach wo- u F to yap "« «„ _ Wb d.wwe +ueafv .i j Me-wn•.w' ue P «w. !x a•� Vn recam+s iJ:Ae Maly w.etivw GmwN �,arc 661wey�.»a.. OUt CITY �. TOPLAY GETAKAW v� 1,179..0.ra r �••• In addition to posting on HBMVB's Facebook page, Surf City USA updates are regularly posted to other related Facebook pages: • Huntington Beach(non-affiliated page;45,636 fans) • Anaheim/OC Visitors Bureau(17,534 fans) • Visit California(14,921 fans) • The OCeanfront(2,944 fans) • HB Downtown(879 fans) • Huntington Beach hotel and restaurant pages Throughout 2011,the HBMVB is conducting three Facebook campaigns/sweepstakes to increase the number of fans on the page,the number of subscribers to the e-newsletter,and awareness of the Facebook page. The first campaign,targeted toward family vacations,ran March—May 2o11 and included a three-night stay at the Hyatt Regency Huntington Beach Resort&Spa. This first campaign resulted in 6,44o entries and over 3o new"likes"per day. The second campaign,targeted toward active vacations, ran June—August 2011 and included a three-night stay at the Shorebreak Hotel. The third campaign,targeted toward romantic vacations,ran August—September 2o11 and included a three-night stay at the Waterfront Hilton Beach Resort. All prizes also included airfare,car rental,select activities,gift cards for use at local restaurant and retail locations, and a Huntington Beach Welcome Bag. " o im, ®- 1 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Online Marketing - Social Media (continued) Twitter In 2011,the HBMVB also moved its Twitter page to www.twitter.com/HBSurfCityuSA. At the same time,the layout was redesigned to meet the new Twitter design standards. Huntington Beach,CA I'll Follow Hunnngton Beach.CA on jrSSuriCiryUSA Twitter ' % HBEurICkyUEM� .. P�i.MCMlu icewc, e" Ifpre were qzF 5 0`iC.iS�f10�•11 _. rvm k.¢Uarc EWm .tew...i�.sFtp�.ryy-tWN �. •i '.G»rps ' -" �AWd�91QSWfGC.42511 a NBSvrKIpN T 1t� T Nerue'ie..earpv�r>X�Fjeu I.>Y M..aa t„SirM H05mfCnWSA.... {y c k. M A +.rcrF aYlx w f YOuTube The HBMVB continued to post videos to the Surf City USA YouTube Channel at www.YouTube.com/HBSurfCityUSA.With 26 videos uploaded this year,the channel currently has 3,833 channel views and 24,498 video views. The most popular videos are 1. Pro Surfer Kelly Slater shoots the Huntington Beach Pier! 2. Nia Peeples on Surfing and Huntington Beach 3. Corky Carroll HB Version 4. Peter Greenberg with Courtney Conlogue in Huntington Beach 5. Here in HB —Andy Irons Memorial BEACH. !� r.,cmuEaca. LM 8` ---- . .-_- • ®�®� HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Familiarization Tours The HBMVB uses a variety of tools and tactics to communicate with the media and travel industry.Establishing and maintaining relationships through email,phone and personal interaction is a core component of successful client relations.Throughout the year, travel industry professionals and media with secured assignments are invited to experience the destination first-hand via Familiarization Tours(aka"FAMs") coordinated by the HBMVB with the support of local partners. Our marketing team designs customized FAM itineraries matching the individual interests and needs of each FAM group/guest. The HBMVB has hosted 31 media and travel trade FAMs since July 1, 2010,with more than 298 guests, including over 70 journalists,from domestic and international print and online publications. Participants in the FAM tours came not just from the United States,but from all over the world,including Italy,Germany,Australia, Latin America,the UK,New Zealand,and France. With the aid of the California Travel and Tourism Commission and our partners,the HBMVB had the honor of hosting 70 tour operators and media in the Alitalia Italian MegaFAM Finale in December 2010,celebrating Alitalia's resumption of direct flights from Rome to LAX. j F ry German media FAM with pro surfers and HB business; owners Bud Llamas and Rockin'Fig in March 2011 kgamc^ x Air New Zealand FAM participants while learning to stand-up paddleboard from Rocky McKinnon in Huntington Harbour in May 2011 0 mi Rag .12 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Familiarization Tours (continued) UK SuperFAM In October 2011,the HBMVB won the honor of hosting the California Travel and Tourism . Commission's UK SuperFAM Finale. Over two activity-filled days, 72 travel agents and media experienced the best of Huntington Beach. " ' Along with a California Supplier Roadshow,the At educational Super-FAMily Fortunes game show, a Surf City USA beach party,"Taste of - California"buffet at the Hyatt Regency Resort& Spa,and"Chill Out"party at the Shorebreak, participants also had the opportunity to go bike ' DL riding along the beach,take a historical walking tour of downtown HB,go on a Segway tour with x" ! GW Tours,learn how to surf with Toes on the - Nose,go stand-up paddle boarding in Huntington Harbour with Rocky McKinnon, do yoga on the beach,and of course,go shopping in downtown HB! Me �'•z� *<f� � N�M,r Hwumru m'�+ug�v ue ban eA a,KB+�wm � a� 3 � vwry Wmp4onN yr. q:.q.p Pr+mr .yarm apk. wnP aik.,*r.�ma,w 9euar.nus+ - f. r•m'y,•f". -. a trd.9.rw.b...e exr�rowm�one rt mrmmmcap.are<reWoiark _.- (� b}p �'m`�RR t e�,ruru-�.w-.rrvwn wi,ua ur.9mx.nd.emar md.k,a+e.mui.i.m.erew ,.t'3.,.«3 �) i � ty A fror,6,"-1, w r,.mxo.mn...rsy •"-•`- `r �£��` -'°� p,.-. ! irc o�.r can o. - wrw.nw i � .` ` 'snrow.a.e•.e .ww.m. _ � - km n.,,...onw. r T'lc.VfLm-}r* ' m 4v4.t e.awmuai+wgm,rc Y hr16,Ar A ! ml{m.iu m.b.J 3v..+J.l�.-A.y, nq.r..wm stt.ruwrrwR.aw 'A^"^` f" 'Y(f .._"� ✓�', o �. s - HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2olo/1i Annual Report For Fiscal Year 2o1i/i2 Operating Budget Request Familiarization Tours (continued) F 1 't Australian media FAM participants enjoy a gondola ride in Huntington Harbour with Sunset Gondola and brew their own beer at Brew Bakers in May 201i Public Relations - Media Deceptions The HBMVB's communications manager,Madison Fisher,has participated in three California Travel&Tourism Commission Media Receptions since September 20io. These cocktail reception-format events receive an incredible mix of high-level media,including representatives from the Huffington Post, Travel Age West,Bon Apetite,LA Times,NBC's"Today"show,Cond6 Nast,NYPost,NY Times,Smart Meetings,San Francisco Chronicle,and Sunset Magazine. In September 2010, Madison attended the Los Angeles Media Reception,where she met with 24 journalists. In February 2011,Madison attended the San Francisco Media Reception,where she met with 62 journalists. And in March 2011,Madison attended the New York Media Reception,where she met with 28 journalists. o `.s- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBIVIVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Public relations - Selected Press Clips Following are selected press clips from September 2010 to June 2o11. The estimated ad value equivalency for press coverage during this time is $350,000. Daily Express U.K. Newspaper Saturday, February 12, 2011 Circulation: 623,689 Ad Value Equivalency(AVE): $51,975 4 . h Grand eS.h i f �{/�1�� �Cjr jT ram; 3 Caesars perfect escape ;� . g _ ek..`• w « w {. � Hwl 11e,Uihe ptis�n lslond�AiCattdi'� 'rcaaM cma crn �w,e.a r. aT *'�� -ANQ$EW 7C7MAN ai3�tatrlayfnke in oche[, £283' oun e,hw+:.�-,.sue max- -�`°` " "�,� c��-," t11 hl h35 mn in trornb as tq Holl ",C� \9 18. 8 8 e0 Ywood, v �] J�j - �•; -naca" "F-`" -.. , ws.� nr' raow ra.slro eexa+•w« Nown t»mraa:hero av m�mn:wn:vw c�m•.�r , w N _:.�wtiM.x T'�c e•M o.a.. ,�._. i`.a;5r� �.�� � � � .+.c�.. '°•.''^° � - n,mmKr sexy �-s;w:+a s«r euunna.. 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Huntington .� Rpy r ro i Beach N Ry peo► - 0 �• /(�� I ,�dim ro[;,<s[rrcr,usA momkac ,ter- ? �� ; .: H n;:(;[ h ry orpora[cd In:� d ed d., I r ea•.o—,c—y. ,� � .. � :xar.3ularswp cr tl'.e AtT hn Beach vollevasll sour , ( � qtt.�}-V PQ __'r�e r r` LEARN,a. a."��� f j( aw<aard:l•,[<rarcti•:e�nt<r rn<ml<,o.vai!s,na e � e�.,�� n"";�nmzm 'way y >�,dry < �.T � abw.dar•budwarrtirp do [i 3SA2 Ubnar Arvr w. a a;� (;:il S'I>]I14,bobnJ,za.w9k I matlanTl r Surfr+u.ewnO l[yas<d in a strallatt d<ro bsitd[ng : �,�, - � doun[oum to learn[he his { I ending mrwgi: � . �'•Y. • photos muc:c anC Clans ur`5 ms.41I O tu•A,,., t - "Y Pt4)9cD 3is:;aarj:,,mureumu•g - - aO • Df Y\ ,:heceaa..rn a d..bb. cnaarcjax ® aY pg.•.g - r2g abeadt^^air Ger 'P5e••II . untlngmn Beech her©•rhich u[+_nCs 16:10([ [oNe'aanc and of`.era prime peepN wa[cnmr In i^e ''�-['� y zrir�bY`aom[fiecceod from,a beach vnC:r and mas c a bean bonSre.Cet yo rpo[ay,run e!Ileasht - a[Hundn6[onDog Bead[p.!4<ifr Gust Y:innuny'v[� � - 5[-vocint and Ca!denWc:[stree's.f141�[!.E%rH:GgEeuch.oq, .:<.Iere 3iOaae Central Pork e.wl,i<i,inc!uriex en eyue,:riar.[en[<r.cise geil;eu;s<,wal'cing traits.and H[e I ,nger. chC<n '.C:b:ar and Culn,ral Censer, w^U].•clLen,Hit[Sns[(i141 Siff 14. - EATn, whc F r iL Fx ;Cx(cn5m;�.>t4;'3d�C3;V5;,^ @ '- F.b�cc i—di aL Z Degraav O.n aePhiu:e,:-vlb,u;;s:and uin�'ca:!h,,:aLo xr• piped ;ulax snd�hcl.e.,�!2'.'aimr.w•�:r,.1;l-)^G1S5: a[Duke'e D.a Hawaiian.[n ':sd rsac:?n;:ha:hon^.[s any Fc .e:lmAe:olbr>nevev [h-:at:,er.:f mrA<r;n snrfn;.Ou1:-Y..,%iinamcku S•, y yo-a ais;�H�nl�gmn 9aei+-� ,-;..4.. y .•-4 o.W,duk�•cn;:i:]:cn.'ont W abhn'=g 3`.:iays dcrea�i'(B/A.�JibdliS v.+rxyusa corn 38 to _ naa.mm 0 .0 o HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Public Relations -- Selected Press Clips l Am eraca German magazine February2011 Av �. ' � EW� ...«n.�.w t... •A.aY�u.416•l'A� h Ao 4� K trio r,�.dWnn•f"rrt F�.M �..ai.ay.v�nh••ma..n.-u4:. - . m Mai llv.<F^i.��Y.p+l.mawn id w.+ +..EAK.n Lin gry�-r.�ra ran- i fi� ..awn fa„,...c.o a sm..m:r..,s<.c...;«•v 1...,a�v.�,..s,.,v.��� i A ® im m 0 O HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2oii/12 Operating Budget Request Public Relations Selected Press Clips Dog Fancy September 2010 Circulation: 236,745 AVE: $2,736 VICTORW I AM MUTT SOLVED .DNA contest ta>-wagging O'WPS ri results '(llllll�18 � . .. Do 1—MY,1— =Z- 19 L-g WWW . '8W1ffCjtYUSA . c-,aIrb HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Travel Trade and Leisure Marketing The HBMVB continued its international travel trade and public relations agency representation agreements in the UK, Germany and Australia. Australia Roadshow Accompanying the California Travel and Tourism Commission(CTTC)in October 2011,Vice President of Sales&Marketing,Bob Wentworth,represented the HBMVB in Australia for CTTC's annual Australia Roadshow. During this 5-day trip,Bob traveled to Melbourne, Sidney, and Brisbane. In Sydney,he held one-on-one appointments with the top 10 Australian and New Zealand tour operators and wholesalers. Bob also participated in the Destination Marketplace and Reception,where he gave a presentation featuring Huntington Beach to a total of boo travel agents and media. International Pow Wow In May 2o11,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, C A r ' 0,0 more than 1,000 U.S.travel organizations from every region of the U.S. (representing all industry category components),and close to 1,500 international and domestic buyers from more than 70 countries,conduct business negotiations that result in the generation of over$3.5 billion in future Visit USA travel. HBMVB conducted 4o business appointments with travel wholesaler and receptive tour operator contacts,and met with 42 domestic and international journalists. 4 Y A . ®� HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Travel Trade and Leisure Marketing (continued) 2011 California Cup After hosting last year's successful California Cup Golf Invitational,which the HBMVB won the opportunity to host,the HBMVB was invited to participate in this year's event held in Sacramento and Sonoma County. Each year,the California Cup attracts the most influential decision makers within premier domestic and international tour companies and airlines,as well as select travel media,to inspect area tourism products and experiences. Senior level,primarily international travel trade and media representatives,attend from various countries throughout the world,including Australia, France, Germany,Scandinavia, South Korea,the United Kingdom,and the United States. This year,the HBMVB was represented by JD Shafer, General Manager of the Waterfront Hilton Beach Resort. His team,USA II (one of two United States teams),won this year's coveted California Cup. F 2011 UK Sales Mission In July 2011,HBMVB Vice President of Sales&Marketing, Bob Wentworth,and Communications Manager,Madison Fisher, spent a week in London for media and sales calls. Working with the HBMVB's local agency,Black Diamond,they showcased HB products and the destination to top-notch London travel trade and media. They also worked the Visit USA Media Marketplace and attended the Visit USA Ball,which is considered"the"event of the U.K.travel industry calendar. e ® ®. o- HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2oai/=operating Budget Request Travel Trade and Leisure Marketing (continued) Western Canada Sales Mission As a direct result of last year's increased B.I.D.funding,Madison Fisher represented the HBMVB on its first Western Canada Sales Mission with the Anaheim/Orange County Visitor& Convention Bureau in April 2011. Western Canada is a key market for Orange County. Last year, 1.2 million Canadians visited California and approximately 700,000 came to the LA/Orange County area. After Mexico,Canada is the number one international market to Orange County and Canadians rank as the number one overnight visitor with an average length of stay of 6 nights. The five-day tour stopped in five cities throughout Western Canada, including Vancouver,Calgary,Edmonton,Victoria and Coquitlam. The HBMVB was the only beach destination and the only visitors bureau in addition to Anaheim to attend this event, which garnered us a great deal of attention. During the trip, Madison met with 51L4 agents in four call centers,presented at four trade shows,and attended a reception to network with key contract managers and decision makers from various buyers and wholesalers. s* - g 4 t T t j t' Madison Fisher, HBMVB Communications Manager,and the entire Western Canada Sales Mission delegation Group Meetings Marketing In February 201.1, as a direct result of expanded B.I.D.funding,the HBMVB hired its first Director of Sales,Christopher Anderson. With Christopher on staff,the HBMVB had the ability to attend more group meetings trade shows than ever before. In addition,in April 2011,the HBMVB implemented its first Customer Relationship Management(CRM)system,Sugar CRM. Sugar CRM is a web-based tool that allows the HBMVB to better serve its clients,manage sales leads, and improve tracking of the HBMVB's marketing and sales efforts. s p •�® � HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2oii/i2 Operating Budget Request Group Meetings Marketing — Trade Shows Ca1SAE 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 201o, Bob Wentworth and Nicole Llido attended for HBMVB's second year. Partners Carmela Buenrostro from the Hilton Waterfront and Enrique Paulo from the Shorebreak also worked the booth. 58 attendees dropped their business cards, along with three RFPs (Request for Proposals),by the booth during the trade show. Ca1SAE is the California Society of Association Executives. Smart Mart For the first time,the HBMVB participated in Smart Meetings magazine's Smart Mart trade shows in San Francisco, Scottsdale and Denver. These one-day,appointment-based events are held in key cities throughout the Western United States. Bob Wentworth attended the San Francisco show in January 2011,where he met with 15 qualified meeting professionals. As a result of this event, one group booked for $85,000 in room revenue. Christopher Anderson attended the Scottsdale show in March 2011,where he also met with 15 qualified meeting professionals. As a result of this show, one group is currently prospecting for$200,000 in room revenue. Christopher also attended the Denver show at the end of July 2011. Destination California The HBMVB also attended Destination California for the first time in May 2011. Sponsored by Successful Meetings and Meetings&Conventions magazines, Destination California is a three- day, appointment-based event that brings together California destinations and qualified meeting professionals who are looking to do business in the state. Represented by Christopher Anderson,the HBMVB had 26 appointments. As a result of the show,three groups submitted RFP's for a total of$135,000 in room revenue. Destination Showcase In June 2011,the HBMVB also attend DMAI's Destination Showcase in Chicago for the first time. This show is only open to destinations within the United States and allowed the HBMVB to reach a new market for meetings professionals. During this one-day show,Christopher Anderson had 3 appointments and received one RFP for a room revenue potential of$8o,000- $100,000. Affordable Meetings West HSMAI's Affordable Meetings West,held in June 2011 in Long Beach,provides a cost effective way to meet the almost 1,000 meeting planners in attendance. HSMAI is the Hospitality Sales and Marketing Association International. Booth partners included Brad Bosak and Chandra Sweeny from the Hyatt Regency Huntington Beach Resort&Spa; Carla Dispalatro, Director of Sales, and Enrique Paulo, Sales Manager,from Shorebreak,a Joie de Vivre Hotel; and Carmela Buenrostro, Sales Manager,from the Waterfront Hilton Beach Resort. to M 0®. egm, HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2o1o/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Group Meetings Marketing - Campaign With the help of a City of Huntington Beach Redevelopment Agency loan of$50,000 (to be paid back by 2013),the HBMVB continued an extensive Meetings Marketing Campaign to promote Huntington Beach to the business meetings market.The Meetings Marketing Campaign includes the following elements. ✓ Website: Redesign and update of dedicated meetings micro-site www.MeetInHB.com ✓ Online Marketing: Google Pay-Per-Click campaign focused on meetings ✓ Printed Meetings Collateral:Tri-fold destination folder with inserts about each of the conference hotels,to be used as a destination sales kit ✓ Print Advertising: Full page ad in March 2o11 Smart Meetings magazine;half page ads in May 2011 Successful Meetings and Meetings&Conventions magazines; half page ad in Spring 2011 Southern CA Meetings magazine Enter Keywords i Meet O Sher./Save 1 ' 4 m - a a m D H Main Pape Meenags Maio Page y z RFP Submission Form Hotels Group Dining Supplier Directory value Dates .�.gr, Whv Choose Surf CRv Services and Online Tool Kit Contact Us , Y#. Now Huntington Beach Offers A Corporate Business Meeting &Fun-in-the-Sun California Retreat Location41 • - ® .0 Looking for the city with the perfect balance of business and pleasure for your next corporate business meeting or retreat in California? k Huntington Beach is more than just a"fun place"to meet and greet;it's an eae environment that breeds clear thoughts,creativity and unique ideas. �Plannor sr x y Request,Forrn When you think"Meetings,"think Huntington Beach,California. t i < For events ranging from sales meetings to out-of-office strategy sessions,Surf City USA offers an inviting set of perks,including: State-of-the-art California meeting facilities and h ie.s �sx m e f Easy Transportation:3 major airports nearby(LAX,SNA,LGB) q ' •Year-round comfortable weather&picturesque ocean settings SURFC • Safe and lively downtown&nightlife r' • Nearby attractions such as Disneyland&Knott's Berry Fanr f Special team building activities:sand-castle building,surfing lessons,etc. > Delicious West Coast cuisine and trendy shopping MEETINGS' l' v`< Ready to surf on over to Huntington Beach?Fill out the RFP form online or request our free r te�%ic f'anne-Gu-de to start planning your corporate business meeting or California retreat to the one and only Surf City USA' c ' e c e e 0 6 M ®-• - HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by.the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Huntington Beach Visitor Information The Huntington Beach Visitor Information Kiosk at Pier Plaza continues to serve visitors and residents seven-days-a-week throughout the year. Upgrades to the Kiosk this year included re- painting the exterior and installation of a new phone to make the Kiosk part of the HBMVB office phone system. In 2012,the HBMVB plans to install a new window over the front counter to stop water leakage and reduce incoming wind/dust, and mount the computer monitor/keyboard on the wall for better access by employees and visitors. Visitor Information Kiosk Inquiries (June 1, 2010-May 31, 2011) Total Walk-ups 32,168 Hotel Information 238 Restaurant Information 1,673 The HBMVB also continues to serve as a weekday Visitor Center at its Main Street office. HBMVB Office Inquiries (June 1, 2010—May 31,2011) Total Walk-In Guests 3o6 Information Phone Calls 663 Info@SurfCityUSA.com Email Responses 202 National Tourism Week To help raise local awareness of the positive impacts of '�OUPIS>l11OS tourism,the HBMVB again rallied the Surf City USA hospitality community to celebrate National Tourism for Huntington Week in May 2011.With over $340 million in visitor Beach spending throughout the city in 2010,it is clear that � yT tourism works for Huntington Beach. Working with the HBMVB's Advocacy Committee,staff coordinated the following initiatives: ;. J ® Presented a Faces of Tourism video at the May end City Council Meeting,where Mayor Joe Carchio presented the HBMVB with a National Tourism Week Proclamation a Placed a"Tourism Works for Huntington Beach"banner highlighting the number of tourism-related jobs in the City and tourism-related tax revenues to the City above Main Street at Orange Ave Wftf�7UNTINtH National Tourism Week May 7-15, 2011 CALIi'ORNIA� REAC Tourism Works for Huntington Beachl swectou".c" 4,000 JOBS•SM MWON IN VISITOR SPENDING•$9 MILUQN IN LOCAL TAX REVENUE e cdr M ®moo_ HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2o1o/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request Huntington Beach Film Commission The Huntington Beach Film Commission launched in March } HUNTINGTON 2011,with the aid of a$25,000 grant from the City of Huntington Beach Redevelopment Agency. The goal of the Film Commission is to increase awareness of Huntington Beach as a viable location for film production,thereby increasing revenue BEAC i to the city. FILM COMMISSION i fh04u,ut;ngtonSea(Aco,-n Briton Saxton, Film Commissioner,and Madison Fisher, Communications Manager,attended the Film Commission's first trade show,AFCI Locations Show at The Walt Disney Studios in Burbank, California. AFCI is the Association of Film Commissioners International. The Locations B A Show brings over 2,2oo attendees and 300 film commissions from around the world to Southern California for a three-day education and trade show event. 223 attendees stopped HONSTINM BEACH R M COMMISSION by the booth, giving the Film Commission a jump-start on contacts in this new market. 2011-2012 projects for the Film Commission include: ✓ Redesign of website www.FilmHuntingtonBeach.com(see below) ✓ Development of extensive HB film locations photo gallery on website ✓ Production of ad for AFCI's Locations Magazine ✓ Update of Quick Reference Film Huntington Beach Guide ✓ Creation of Green Filmmaking Guide and HB Filming Resources Guide ✓ Expansion of HB photo gallery on the California Film Commission website ✓ Social networking video contest"Why I Love HB" _ •y ; ., City Beach-Main ryN` � `3 � Mf nrowywnw.aay.ww..amm..n.swa.yo.. ^'e.m Aff R TO, 77 e '.� - HUNTINGTON BEACH HOTELIMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBN VB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request HBMVB Office Improvements With the aid of last year's increase in B.I.D.funding,the HBMVB completed office renovations to accommodate the hiring of a new Director of Sales,Film Commissioner and Office Manager. Within the existing office footprint,we expanded from five to eight workstations. Renovations included painting of the entire office,new carpet in three of the enclosed offices,and a new phone system that brought the off-site Visitor Information Kiosk's phone into the loop. A small kitchen/mail center was also installed, along with an upgraded photocopier and postage machine. HBMVB Staff •2 Steve Bone Bob Wentworth Christopher Anderson Madison Fisher President&CEO VP,Sales&Marketing Director,Sales Communications Manager a 'zr•(M _r Nicole Llido Briton Saxton Jamila Tahir Kelly Evans/Kevin Keller Visitor Services Manager Film Commissioner Office Manager Visitor Information Kiosk Staff Huntington Beach Marketing&Visitors Bureau TM 301 Main Street, Ste. 208 HU N T I N GTON Huntington Beach, CA 92648 (714) 969-3492 or(800)SAY-OCEAN info@SurfCityUSA.com BEA www.SurfCityUSA.com C.,ALIf ORNIA: �.; Visitor Information Kiosk MARKETING &VISITORS BUREAU 325 Pacific Coast Highway SurfcityUSA.colts Huntington Beach,CA 92648 • '.•- : HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request Looping Ahead The mission of the Huntington Beach Marketing and Visitors Bureau is to market and sell Huntington Beach's Surf City USA brand experience as the preferred quintessential California beach destination leading to increased visitor spending and enhanced quality of life for residents. As you can see from the previous 26 pages,the HBMVB has had a historical and successful year of building new foundations and increasing program breadth,as evidenced by: • Publication of the ground-breaking Steps Toward a Sustainable Huntington Beach • Publication of the HBMVB's first Annual Report • Publication of the 2o11 Huntington Beach Visitors Guide • Publication of the 2011 Visitor Map • Redesign and launch of a new website,with the expansion of interactive content,on www.SurfCityUSA.com • Creation of an innovative social networking campaign designed to increase social networking followers,subscribers to the e-newsletter,and awareness of the Facebook page • Hosting of over 31 media and travel trade familiarization tours(FAM tours)since July 1, 2010,with more than 298 guests,including over 70 journalists,from domestic and international print and online publications • Participation in three California Travel&Tourism Commission Media Receptions throughout the United States in New York,Los Angeles and San Francisco,allowing us to sell Huntington Beach to such high-level media as the Huffington Post, Travel Age West,Bon Apetite,LA Times,NBC's"Today"show,Conde Nast,NYPost,lVYTimes, Smart Meetings,San Francisco Chronicle,and Sunset Magazine • Participation in multiple domestic and international travel trade and leisure marketing trade shows,including the Australia Roadshow,International Pow Wow,California Cup, UK Sales Mission,and Western Canada Sales Mission • Participation in multiple group meetings marketing trade shows,many for the first time, including Ca1SAE Seasonal Spectacular,three Smart Marts, Destination California, Destination Showcase, and Affordable Meetings West • A group meetings marketing campaign that included: ✓ the redesign and update of a dedicated meetings micro-site ✓ the implementation of a Google Pay-Per-Click ad campaign ✓ printing of a tri-fold destination folder to be used as a destination sales kit ✓ print advertising in four top national meetings and conventions magazines • Creation and launch of a Huntington Beach Film Commission • Expansion of the HVMVB's personnel and redesign of the HBMVB offices to include a new Director of Sales,Film Commissioner and Office Manager • . Service of almost 33,000 individuals via the Visitor Information Kiosk on Pier Plaza With the accomplishment of these many projects,a number of which were brand new,the HBMVB plans to use the 2011/2012 fiscal year as time to build upon the strong foundation of 2010/2011. The HBMVB will increase the depth of its current efforts to further advance its mission of marketing and selling Surf City USA as an overnight destination. • s-�� • HUNTINGTON BEACH HOTEUMOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year 2oio/1i Annual Report For Fiscal Year 2011/12 Operating Budget Request On behalf of the HBMVB Board of Directors and the Huntington Beach Hotel/Motel B.I.D.,we ask that the Huntington Beach City Council adopt the resolution to renew City Ordinance No. 3569(proposed by Resolution No. 2002-69 on July 15, 2002 and adopted at a Public Hearing held on August 5, 2002)to continue the current 2% Huntington Beach Hotel/Motel B.I.D. assessment on overnight stays in the City of Huntington Beach. This continued assessment on overnight visitor stays will allow the Huntington Beach Marketing and Visitors Bureau to continue its sales and marketing activities on behalf of the City of Huntington Beach without increasing the City's annual contract amount with the HBMVB. Some of the enhancements to the HBMVB scope of work that will be made possible by the continued Huntington Beach Hotel/Motel B.I.D.assessment will include: • Augmentation of our current group marketing sales plan to include more top-quality group meetings trade shows,as well as targeted sales calls,by our new Director of Sales • Continued expansion of our international marketing efforts to include Canada as our fourth inbound international market. Currently we have agency relationships and marketing programs in the United Kingdom/Ireland, Germany/Austria/Switzerland, and Australia/New Zealand. • Continued implementation of Sugar CRM,the HBMVB's new Customer Relationship Management(CRM) system,that will enable us to better serve our existing clients, manage sales leads,and improve tracking of the HBMVB's marketing efforts according to industry reporting standards from DMAI (Destination Marketing Association International) • Restoration of the HBMVB's online marketing budget,which was reduced in 2009/2010 due to the downturn in revenues. 2011/2012 enhancements will include improved Search Engine Marketing (SEM) and Google Pay-Per-Click ad campaigns,along with the implementation of a mobile website; integrated Google maps; dedicated landing pages, along with updated content,for Weddings,Meetings,Families,Surfing,and Sustainability; and a redesigned Calendar of Events. • Maintenance of an aggressive social media campaign to market Huntington Beach as an overnight destination. New social media initiatives will include creation of a blog,an "Around HB"video series, new Facebook sweepstakes,and a video contest. • Maintenance of our budget for familiarization tours to bring more journalists (international and domestic),travel trade professionals and meeting planners to Huntington Beach • Exploration of a new spring signature event • Continued development of the Huntington Beach Film Commission,to include redesign of the www.FilmHuntingtonBeach.com website; development of an extensive HB film locations photo gallery on the website; production of an ad for the Association of Film Commissions International(AFCI)'s Locations Magazine;update of the Quick Reference Film Huntington Beach Guide; creation of a Green Filmmaking Guide and an HB Filming Resources Guide; and expansion of the HB photo gallery on the California Film Commission's website • Publication of a new magazine-style Dining Guide that is more inclusive of local restaurants • Physical enhancement of the Visitor Information Kiosk at Pier Plaza • m '.•- 1 HUNTINGTON BEACH HOTEL/MOTEL BUSINESS IMPROVEMENT DISTRICT Administered by the Huntington Beach Marketing and Visitors Bureau HBMVB Fiscal Year logo/ii Annual Report For Fiscal Year 2011/12 Operating Budget Request 2011/2012 Proposed Operating Bud9et INCOME Projected Assessment at 2% $ 1,401,284.00 TOTAL $ 1,401,284.00 EXPENSE Personnel $ 271,454.00 Marketing $ 913,559.00 Legal/Miscellaneous $ 33,600.00 Third Annual Repayment Installment on $50,000 $ 11,000.00 Meetings Campaign Loan granted July 2009 Carryover/Reserve FY12/13 $ 171,671.00 TOTAL $ 1,401,284.00 Note: The boundaries of the improvement and benefit areas within the Hotel/Motel Improvement District(which includes the City of Huntington Beach in its entirety)will not change during the upcoming fiscal year. ® �.o- Exhibit "B" - Resolution No. 2011-56 Huntington Beach Hotel/Motel Business Improvement District Membership 2011-2012 sv � �State�2a code 777 Motor Inn 16240 Pacific Coast Highway Huntington Beach CA 92649 Beach Inn Motel 18112 Beach Blvd. Huntington Beach CA 92648 Best Western Huntington Beach Inn 800 Pacific Coast Highway Huntington Beach CA 92648 Best Western Regency Inn 19360 Beach Blvd. Huntington Beach CA 92648 Comfort Suites 16301 Beach Blvd Huntington Beach CA 92647 Extended Stay America-Huntington Beach 5050 Skylab West Circle Huntington Beach CA 92647 Hilton Waterfront Beach Resort 21100 Pacific Coast Highway Huntington Beach CA 92648 Hotel Europa 7561 Center Avenue#46 Huntington Beach CA 92647 Hotel Huntington Beach 7667 Center Avenue Huntington Beach CA 92647 Howard Johnson Express Inn &Suites 17251 Beach Blvd. Huntington Beach CA 92647 Huntington Suites 727 Yorktown Avenue Huntington Beach CA 92648 Huntington Surf Inn 720 Pacific Coast Highway Huntington Beach CA 92648 Hyatt Regency Huntington Beach Resort and Spa 21500 Pacific Coast Highway Huntington Beach CA 92648 Ocean View Motel 16196 Pacific Coast Highway Huntington Beach CA 92649 Pacific View Inn and Suites 16220 Pacific Coast Highway Huntington Beach CA 92649 Shorebreak Hotel Huntington Beach 20042 Beach Blvd., Ste. 201 Huntington Beach CA 92648 Starlight Inn 18382 Beach Blvd. Huntington Beach CA 92648 Surf'n Sands Motel 1102 Pacific Coast Highway Huntington Beach CA 192648 July 2010 Res. No. 2011-56 STATE OF CALIFORNIA COUNTY OF ORANGE ) ss: CITY OF HUNTINGTON BEACH ) I, JOAN L. FLYNN the duly elected, qualified City Clerk of the City of Huntington Beach, and ex-officio Clerk of the City Council of said City, do hereby certify that the whole number of members of the City Council of the City of Huntington Beach is seven; that the foregoing resolution was passed and adopted by the affirmative vote of at least a majority of all the members of said City Council at a regular meeting thereof held on August 15, 2011 by the following vote: AYES: Shaw, Harper, Hansen, Carchio, Bohr, Dwyer, Boardman NOES: None ABSENT: None ABSTAIN: None UN V CiV Clerk and ex-officio Clerk of the City Council of the City of Huntington Beach, California 1 1 Easy Peel@ Labels i A Bend along line to i ��, � Use Avery®Template 51600 Feed Paper expose Pop-Up EdgeTM j AVERY®5960 1 777 Motor Inn Beach Inn Motel Best Western Huntington Beach Inn Attn: Victor Lee Attn: Ms.Alex Chow Attn: Ken Patel 16240 Pacific Coast Highway 18112 Beach Blvd. 800 Pacific Coast Highway Huntington Beach, CA 92649 Huntington Beach, CA 92648 Huntington Beach, CA 92648 Best Western Regency Inn Comfort Suites Extended Stay America Attn: Ted Chen Attn: Sachin Amin Attn: Stephanie Tapia 19360 Beach Blvd. 16301 Beach Blvd 5050 Skylab West Circle Huntington Beach,CA 92648 Huntington Beach, CA 92647 Huntington Beach,CA 92647 Hilton Waterfront Beach Resort Hotel Europa Hotel Huntington Beach Attn: J.D. Shafer Attn: Mike Attn: Joe Tsai 21100 Pacific Coast Highway 7561 Center Avenue#46 7667 Center Avenue Huntington Beach, CA 92648 Huntington Beach, CA 92647 Huntington Beach, CA 92647 Howard Johnson Express Inn &Suites Huntington Suites Huntington Surf Inn Attn: Kevin Patel Attn: Song Attn: Rhina or AP Phi 17251 Beach Blvd. 727 Yorktown Avenue 720 Pacific Coast Highway Huntington Beach, CA 92647 Huntington Beach, CA 92648 Huntington Beach, CA 92648 Hyatt Regency Resort and Spa Ocean View Motel Pacific View Inn and Suites Attn: Cheryl Phelps Attn: Travin Patel Attn: D.J. or Mita Shah 21500 Pacific Coast Highway 16196 Pacific Coast Highway 16220 Pacific Coast Highway Huntington Beach, CA 92648 Huntington Beach, CA 92649 Huntington Beach, CA 92649 Shorebreak Hotel Huntington Beach Starlight Inn Surf'n Sands Motel Attn: Marco Perry Attn: Sam Patel Attn: Carrie or Jitendra Barot 20042 Beach Blvd.,Ste. 201 18382 Beach Blvd. 11102 Pacific Coast Highway Huntington Beach, CA 92648 Huntington Beach, CA 92648 Huntington Beach,CA 92648 ttiquettes faciles a peter A e ww iteptiez a la hachure afro de Utilise2 le aabarit AWRY®S1AnO Sens de eplie PROOF OF SERVICE OF PAPERS STATE OF CALIFORNIA ) ) ss. COUNTY OF ORANGE ) I am employed in the County of Orange, State of California. I am over the age of 18 and not a party to the within action; my business address is 2000 Main Street, Huntington Beach, CA 92648. Pursuant to Code of Civil Procedure § 1094.6, on August 19, 2011, 1 served the foregoing documents(s) described as: Resolution No. 2011-56, Declaring the City's Intention to Levy an Annual Assessment for Fiscal Year 2011-2012 on the interested parties in this action by placing a true copy thereof in a sealed envelope addressed as follows: 250 Addresses—see label list a. [X] BY MAIL -- I caused such envelope to be deposited in the mail at Huntington Beach, California. I am "readily familiar" with the firm's practice of collection and processing correspondence for mailing. It is deposited with U.S. Postal Service on that same day in the ordinary course of business, with postage thereon fully prepaid. I am aware that, on motion of a party served, service is presumed invalid if postal cancellation date or postage meter date is more than 1 day after date of deposit for mailing in the affidavit. b. [ ] BY MAIL -- By depositing a true copy thereof in a sealed envelope with postage thereon fully prepaid in the United States mail at Huntington Beach, California, addressed to the address shown above. c. [ ] BY DELIVERY BY HAND to the office of the addressee. d. [ ] BY PERSONAL DELIVERY to the person(s) named above. e. [ ] BY FAX TRANSMISSION to No. I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct. Executed on August 19, 2011, at Huntington Beach, California. r enior eputy i y Clerk g1followup/appeal/!!proof of service letter!!.doc