HomeMy WebLinkAboutApprove Huntington Beach Tourism Business Improvement Distri (3) 'INGT 2000 Main Street,
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City of Huntington Beach
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File #: 23-849 MEETING DATE: 11/7/2023
REQUEST FOR CITY COUNCIL ACTION
SUBMITTED TO: Honorable Mayor and City Council Members
SUBMITTED BY: Al Zelinka, City Manager
VIA: Jennifer Villasenor, Acting Director of Community Development
PREPARED BY: Kriss Casanova, Economic Development Manager
Subject:
Approve Huntington Beach Tourism Business Improvement District (HBTBID) Annual Report
for Fiscal Year(FY) 2023-24
•
Statement of Issue:
In 2014, the Huntington Beach Tourism Business Improvement District (HBTBID) was formed
pursuant to the California Property and Business Improvement District Law of 1994, which authorized
special benefit assessment districts to raise funds within a specific geographic area.
The purpose of the HBTBID is to increase overnight lodging sales with targeted marketing and
promotions. Funding for the marketing programs and activities of the HBTBID are derived from
assessments collected from lodging businesses operating within the City of Huntington Beach (City)
boundaries. The current assessment rate is four percent (4%) of gross short-term lodging revenue
from room rentals under 30 days. Visit Huntington Beach (VHB), a non-profit 501(c)6 organization,
serves as the HBTBID's Owners' Association. VHB is responsible for implementing the programs
identified in the Management District Plan (MDP) and for submitting an annual report to the City
Council for their approval in accordance with California Property and Business Improvement District
Law of 1994.
Financial Impact:
There is no financial impact associated with the recommended action.
Recommended Action:
Approve the Huntington Beach Tourism Business Improvement District (HBTBID) Annual Report for
FY 2023-24.
Alternative Action(s):
Do not approve, and request VHB to modify the Annual Report.
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Analysis:
Background
Promoting Huntington Beach as a desirable tourism destination and increasing the City's lodging
brand awareness is essential to the City's continued economic vitality. In 2014, the HBTBID was
formed pursuant to the California Property and Business Improvement District Law of 1994, which
authorized special benefit assessment districts to raise funds within a specific geographic area. This
approach has been used successfully in other tourist destination communities throughout California
to increase demand for room night sales at lodging businesses.
The purpose of the HBTBID is to increase overnight room night sales with funding dedicated to
marketing and public relations, group sales, and visitor services enhancements. Funding is derived
from assessments and revenues collected from all lodging businesses, existing and in the future,
available for public occupancy located within the City boundaries, which include Sunset Beach.
HBTBID is comprised of approximately 21 hotels/motels and 225 short-term rentals (STRs). Visit
Huntington Beach (VHB), a non-profit 501(c)6 organization, serves as the HBTBID's Owners'
Association and is charged with managing funds and implementing programs in accordance with the
HBTBID Management District Plan (MDP). The City collects the assessments from the lodging
businesses, monthly for hotels/motels and quarterly for STRs, and then distributes the funds to VHB.
The HBTBID term runs through June 30, 2028. The current assessment rate is four percent (4%) of
gross room rental revenue for short-term stays. This assessment is separate from the City's ten
percent (10%) Transient Occupancy Tax (TOT). In 2019, the HBTBID was renewed and the
assessment rate was increased by one percent (1%), from three percent (3%) to four percent (4%).
At the same time, a Memorandum of Understanding (MOU) between the City and VHB was replaced
with a TBID Management Agreement that sets forth the duties and responsibilities of the City and
VHB. The MOU required the City to convey one percent (1%) of the City's TOT revenue to VHB. This
TOT revenue sharing was eliminated in the TBID Management Agreement, which provided that 100%
of TOT revenues would be retained by the City and that funding to VHB would remain unchanged
with the one percent (1%) assessment rate increase.
VHB consists of approximately 14 staff members and 22 board members dedicated to promoting
tourism to Huntington Beach and increasing overnight stays in Huntington Beach hotels and short
term rentals. VHB is responsible for implementing the activities and services identified in the MDP
and for submitting an annual report to the City Council for approval.
Annual Report
VHB has submitted its Annual Report (Attachment 1), which summarizes the programs and activities
for FY 2023-24. Core goals for the upcoming year include strengthening and enhancing Huntington
Beach's Surf City USA® brand, marketing and promoting Huntington Beach as a tourism destination,
increasing occupancy at Huntington Beach lodging properties, establishing partnerships within the
tourism community, better positioning Huntington Beach as a filming destination, and expanding a
presence in emerging markets for tourists.
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File #: 23-849 MEETING DATE: 11/7/2023
VHB will continue to leverage Visit California's tourism efforts and extend its presence into key
domestic markets to ensure Huntington Beach is well positioned to attract a balanced and wide range
of visitors. Key markets include California, Phoenix, Dallas, Seattle, Chicago, New York, and other
border states, while increasing and/or re-engaging in Tier 1 international markets (United
Kingdom/Ireland, Canada, Mexico) and Tier 2 international markets (Australia/New Zealand, Japan,
and Germany).
VHB's initiatives and programs for the upcoming year will focus on four areas in line with goals of
their Strategic Plan for FY 2023-26:
1. Driving Global Brand Awareness - Programs that increase the visibility of Huntington Beach and
the Surf City USA® brand as the quintessential California beachside experience by strategically
targeting key media, travel trade, meeting planners, and leisure and business travel markets around
the globe to increase overnight visitation, visitor spending, and events/group meetings.
• Launch soft season campaigns highlighting HB lifestyle pillars of outdoors, wellness, family,
active sports, dining, and shopping as micro-campaigns designed to encourage visitation and
overnight stays.
• Leverage Visit CA's "CA Road Trips" "Kidafornia" and "Ultimate Playground" themes.
• Promote 2023 ISA World Para Surfing Championships (NOV 2023).
• Issue a Request for Proposal for a creative agency of record.
• Attend two of the largest sales trade shows (IMEX 2023 & IPW 2024).
• Launch Show Your HB Love 2024 marketing campaign.
• Leverage the World Cup and LA28 to expand global destination brand awareness and secure
offsite activations.
2. Enhancing Destination Stewardship - Programs that help ensure that the places to eat, shop, play,
and stay in Huntington Beach are enjoyed by residents and visitors alike, and that those experiences
are fun, unique, accessible, memorable, and inspire repeat visitation.
• Develop outreach and education to enhance customer service for all visitors including
international and accessible communities.
• Engage in discovery research towards accessible certified destination.
• Survey key customer user groups to better understand ways to increase the frequency of
booking meetings and special events in Huntington Beach.
• Help implement pertinent destination improvements recommended by Responsible Hospitality
Institute's sociable city assessment.
3. Championing the Value of Tourism - Programs that educate residents, visitors, local businesses,
government officials, and community stakeholders on the vital role of the travel & tourism industry
and provide a greater understanding of its impacts and benefits.
• Seek approval of the assessment rate modification for the Huntington Beach Tourism
Business Improvement District.
• Develop annual Tourism 101 forum to help residents and businesses gain a greater
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File #: 23-849 MEETING DATE: 11/7/2023
understanding of the local tourism industry.
4. Prioritizing Organizational Effectiveness and Culture - Programs that ensure VHB's spirit of
service is operating at optimal efficiency and, as Huntington Beach's destination management
organization, is consistently delivering on its Mission, Vision, and Brand Promise to visitors and
residents.
• Develop customer sentiment survey.
The following matrix summarizes the proposed revenues and expenditures to be funded with
assessments for FY 2023-24.
HBTBID Reporting Year FY 2023-24
Revenues
Estimated TBID Assessments $7,090,560
Retail, Web Ad, Walking Tour Sales $21,220
Total Revenues $7,111,780
Estimated Carry-over from Previous Fiscal Year $459,200
Total Funds Available $7,570,980
Expenditures
Tourism Enhancement Programs (83%) $6,301,912
Administration (15%) $1,154,067
Contingency/Reserve (2%) $115,000
Total Expenses $7,570,979
VHB bases its revenue assessment projections on several factors, which vary and include
anticipated group meetings business, return of more signature events, weather, anticipated demand,
hotel partner projections and the addition of STR inventory. Assessment revenues for FY 2023-24 are
estimated to be approximately four percent (4%) higher than last year and are budgeted at
$7,090,560. This amount does not include a one percent (1%) administration fee retained by the City
for collecting and disbursing assessment revenues. Total revenues also do not include a rollover of
$459,200 from FY 2022-23 but are included in the total funds available for FY 2023-24. These funds
have been allocated to Tourism Enhancement Program projects for the upcoming year.
Administration expenditures (15%) fund the administrative staffing costs, office costs, and other
general costs such as insurance, legal, and accounting fees. The majority of expenditures fund
Tourism Enhancement Programs (83%) which include a wide variety of services and programs and
the associated staff time of two sub-programs: sales and marketing and visitor services
enhancements. A summary of each sub-program is provided below and more detail can be found on
page 28 of the Annual Report:
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• Sales & Marketing - The sales and marketing program promotes assessed lodging businesses
as tourist, meeting, and event destinations with a central theme of promoting the Huntington
Beach destination brand as a desirable place for overnight visits. Goals of the program
include increasing overnight visitation, room night sales at assessed lodging businesses, and
visitor expenditures.
• Visitor Services Enhancements (VSE) - The VSE program includes initiatives based on criteria
to be developed by VHB and reviewed and approved with the City with a focus on the entire
destination footprint to ensure a consistent brand experience throughout Huntington Beach.
Current programs include the Nighttime Ambassador Program partnership with the Downtown
Business Improvement District, the Visitor Information and Digital Information Kiosks at Pier
Plaza, Visitor Info Booth at key events, Team Surf City USA Volunteer Program, and VHB staff
guided Downtown and Surf Themed Historical Walking Tours, Barrel Trail, Scavenger Hunt,
and Photo Trail, designed to keep visitors longer in HB.
The budget was approved by VHB's Board of Directors at its June 27, 2023 meeting. The City
Council may approve the Annual Report or may modify any section contained in the Annual Report
and approve it as modified.
Environmental Status:
Pursuant to CEQA Guidelines Section 15378(b)(4), government fiscal activities that do not result in a
physical change in the environment and do not commit the lead agency to any specific project, do not
constitute a project. Therefore, these activities are exempt in accordance with CEQA Guidelines
Section 15060(c)(3).
Strategic Plan Goal:
Goal - Economic Development, Strategy A - Develop an updated economic development strategy
to ensure business retention, local investments and job growth.
For details, visit www.huntingtonbeachca.gov/strategicplan
<http://www.huntingtonbeachca.gov/strateg icplan>.
Attachment(s):
1. Visit Huntington Beach FY 2023-24 Annual Report
2. Powerpoint presentation - HBTBID FY 2023-24 Annual Report
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3 VISIT HUNTINGTON BEACH
2022 ECONOMIC IMPACT OF TOURISM
TOURISM IN HUNTINGTON BEACH GENERATED
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- 88% VISITORS HIGHLY SATISFIED WITH HB
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Source: Lauren Schlau Consulting, Inc., CIC Research, Inc., in conjunction with the City of Huntington Beach
4 VISIT HUNTINGTON BEACH
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• Linkedln Followers: 3,007 � �_ ,
• Pinterest Followers: 2,052 �'1,
• TikTok Followers: 914 /i •;
• 91% of 1,000 follower threshold that permits TikTok live content Dohs*poat
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7 VISIT HUNTINGTON BEACH
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In April 2023, Visit Huntington Beach was honored to host California Cup Golf
Invitational 2023. The 4-day long event brought together 75 international travel
trade buyers and California suppliers for HB experiences, business development,
and industry networking. Each year, CA Cup Invitational gives back to a local
charity through funds raised from international and CA auction prizes. The
{
3
Waymakers Huntington Beach Youth Shelter was selected and received a record � a , ` °'ay g � �� � �,�
$16,000 to benefit the Local families and youths they serve. ,/" •
a -
ONLY U 5 DE INATION PARTNER ON INAUGURAL AUTISM
.
AVIATION DAY AT VICTORIA TORIA INTERNATIONAL AIRPORT r
•
Supporting Air Canada, the Air Canada
a Foundation, and CAN (Canucks Autism
.1::
, / : Network) community's inaugural Autis411'm
Aviation Day, VHB welcomed over 50
% ' us: lor .
� � individuals including children on the
' autism spectrum. The event provided an
` � opportunity for youth on the autism '
, ,*-„ram T'
;i1174*i' ‘
...zposte,,i1t40x:
� wa spectrum (and their families) to rehearse Z 7.0.111:1
r the entire pre-flight process; the goal is to � ` "!
r increase autism accessibility and encourage i `
iti
future travel.
10 VISIT HUNTINGTON BEACH
TOURISM DEVELOPM
'YE) ENT
' d
' d
ONE-ON-ONE AGENT INTERNATIONAL
APPOINTMENTS TRAININGS FAMS
GO WEST: 40 CA STAR: 183 1*1 II
IPW 2023: 62 UK & MEXICO SALES MISSIONS: 250 �
CA CUP: 35 AGENCIES: 300+
w— ►
0-0
Al MI SIN AND TRADE ..:.: ` - ....
"' .._
• Attende00
d three sales mission in each Tier 1 Market , t _ ,Ati.,...
�. �
to meet with product managers, give• agent , "" LL
f.
AMi
trainings, and attend sales calls. • �: ,
ra
HuNlitiv
i
• Attended two trade shows for a cumulative 102 � �
one-on-one appointments. , , 4 � �
et
Est
11 VISIT HUNTINGTON BEACH
TOURISM DEVELOPMENT
FILM
- 126 Film Inquiries
• 111 Permitted Shoots
�.)* NETFLIX prime video
n stud os gte.
=_ „�ev :::,::, NBC
12 VISIT HUNTINGTON BEACH
VISITOR & PARTNER SERVICES
QUICK HITS
VISITO
• $17,000+ in retail sales
:- ti
• 12,000+ inquiries 74w . , ,t, t
• 26 walking tours A
I \ r
• 23 special events
• 4 new visitor experiences
• 3 active volunteers
• 2 community giveback
events
PARTNER SERVICE
. A VISIT N itiminON
i
• 2,000+ partner referrals . 4: 1 . 1* s°_____,A___ "_"
• 400+ partner engagements '_ ., I 1'-,
k _ illt C t
• 8 partner events .
• 263 attendees VISITOR INFORMATION ,
MU . „. ..
r.au.. .. ter:. ,.
15 VISIT HUNTINGTON BEACH
ADM INisirRATIoN
AWARDS
• FiredUp! Culture "Best Team Culture" Award
(one of 30 organizations nationally)
• A best places to work accolade to be revealed in
early July
• Destinations International DMAP with
Distinction accreditation renewal (one of
20 organizations globally)
PROGRAMS
• Completed 2023-2026 Strategic Plan
• Held successful HB Tourism
Summit (HBTourismSummit.com) -µ:
• Conducted senior team 360 surveys, followed
by one-on-one executive coaching, and a
full team culture survey and workshop with t ,
FiredUp! Culture ++ii 11rr
• Clean annual audit with no significant findings
IIII1�
• Transitioned to cloud-based phone system and $
initiated transition to digital accounts payable - y
process
16 V VISIT HUNTINGTON BEACH
FIr 23.24 PROGRAM OF WORK
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17 VISIT HUNTINGTON BEACH
FY 23-24 Program of Work tied to
VHB 2023-2026 Strategic Plan
Programs that increase the visibility of Huntington Beach and the Surf City Programs that help ensure that the places to eat, shop, play, and stay in
USA® brand as the quintessential California beachside experience by Huntington Beach are enjoyed by residents and visitors alike, and that those
strategically targeting key media, travel trade, meeting planners,and leisure experiences are fun, unique, accessible, memorable, and inspire repeat
and business travel markets around the globe to increase, overnight visitation.
visitation,visitor spend,and events/group meetings.
• Develop outreach and education to enhance customer service for
• Launch soft season campaign highlighting HB lifestyle pillars of all visitors including international and accessible communities.
outdoors, wellness,family, active sports, dining, and shopping as
micro-campaigns designed to encourage visitation and overnight • Engage in discovery research towards accessible certified
stays. Leverage Visit CA's "CA Road Trips" "Kidafornia"and "Ultimate destination.
Playground"themes.
• Surveying key customer user groups to better understand ways to
• Promote 2023 ISA World Para Surfing Championships(NOV 2023) improve the ability to increase the frequency of booking meetings
and special events in Huntington Beach.
• Issue an RFP for a creative agency of record.
• Help implement pertinent destination improvements
• Participate in two of VHB's largest trade shows (IMEX 2023 & IPW recommended by RHI
2024).
• Launch Show Your HB Love 2024 campaign.
• Leverage the World Cup and LA28 to expand global destination
brand awareness and secure offsite activations.
ha : e
Programs that educate residents, visitors, local businesses,government Programs that ensure Visit Huntington Beach's spirit of service is operating at
officials, and community stakeholders on the vital role of the travel & optimal efficiency and, as Huntington Beach's destination management
tourism industry and provide a greater understanding of its impacts and organization, is consistently delivering on its Mission, Vision, and Brand
benefits. Promise to visitors and residents.
• Develop customer sentiment survey.
• Seek HBTBID modification approval.
• Develop annual Tourism 101 forum to help residents and
businesses gain a greater understanding of the local tourism
industry.
18 VISIT HUNTINGTON BEACH
A s TI .
MI 23/24 VHR MARKETING PROGRAM
FY 2023/2024 JULY AUG SEPT OCT NOY DEC JAN FEB MAR APR MAY TUNE
VHB MARKETING PROGRAM■■■,■■■IIIIIII■■■■■.■■■..NIN■■■■■.■■■■ _.-.__,___ ___111111111111111111111111111
VISIT HUNTINGTON BEACH CAMPAIGNS
Soft Season Campaign f'a ,i -.. .. .i S . '
Show Your HR Love
NTTW .
VISIT CAUFORNIA PARTNERSHIP PROGRAMS
F ' ��
Expedia State Co-op . } _ . F
Adara i
TripAdvisor
E-Newsletter
CA Guide -....,-;.-
INSPIRATION
PROGRAMS
Google Adwords I
OTT Streaming Video i_ _ 1 1
Mobile Video
.f...--
Cross Platform Display
Uber Tracking Pixel _ '
t -
Facebook Ads i
Instagram Ads s
Pinterest Ads
Linkedln Ads ;, ,
I
Industry Print Ads
HB Visitor Guide IIII l IIIIII MEW. , �. . - -----=---� m :: ���b ,sue: e, '
KTLA Surf Report and Ad • 1 al IIIIIIIIIIIIII1111111111111111111111111111111111
CONVERSION PROGRAMS
Expedia Campaign .
YouTube Retargeting
Device ID Retargeting _III� IIII III IIIIMIIIIIMIIII
Mill
ARES -- .1 _ IIIIIIIIIIIIIIIIIIII
GROUP SALES PROGRAMS _
Northstar Meetings r 1 1 1
Smart Meetings
?API 4 `
Meetings today
y Connect Meetir,Es
Tradeshows
Group Sales Newsletter � T p L _
SOOAL MEDIA COMMUNICATIONS
Faceboak
Twitter M I
lnstagTwits ram
vi ...._ _ 1 mmi . .
Pinterest 1
_ , „ , „ ,,, i — _
Linkedln +
..,
YouTube r
Blog Content
Leisure Newsletter I _ '
—_ III'
influencers
19 VISIT HUNTINGTON BEACH
23/24 VISIT HUNTINGTON REACH MARKETiNG MIX
IPW 2024 Activation Agent Trainings Website
Trade Shows STVR Program SEO/SEM
Sales Missions Events Social Media
FAMs Trails Social Media Ads
Travel Trends
Destination Accessibility Social Media WEBSITE & E-Newsletter
Hotel Performance TOURISM SOCIAL MEDIA Influencers
Consumer Sentiment DEVELOPMENT Video
Geo-Location Tracking VR Content
Airlift Reports Agency of Record
Economic Impact RESEARCH , Media Buying
Visit CA Co-ops
p
Spend Data
Forecasting Advertising
Reporting Blogs
Itineraries
E-Commerce
Partnerships
Local PUBLIC Broadcast
National RELATIONS Photography
International LEISURE Video
Media Coverage MARKETING Events
Editorial GROUP SALES
[-Newsletter MARKETING PAID MARKETING MIX
FAMs Trade Shows
Media Missions Sales Missions •
Visit Huntington Beach Campaigns
Trade Shows FAMs • Visit CA Partnership Programs
Crisis Management Social Media • Inspiration Programs
Influencers E-Newsletter • Conversion Programs
Pitching Stories Media Buying • Segmented Marketing
Events
• Group Sales Marketing
Site Inspections
1'
20 VISIT HUNTINGTON BEACH
r i
,..,,,,:, ilk - Ft) )1 n i (LI( Y
IA\ I i I MARKETING
i�— , , ' , - ' \r 1--�� i Li FY 23-24 Media Buy Campaign
� � �' • November 2023 — April 2024
Flight
/ 1
• Laid Back Lux Traveler (age 38-57, $142K/year + HHI, No Kids)
e • Active Family Traveler (age 30-39, $130K/ year + HHI; Kids)
~i. • Mid-Income Millennial (age 20-38, $114K/year + HH; No Kids)
Targeting • Markets: Drive Markets; Flight Markets; Canada
1
- AV
• Cultivate Surf City USA Brand
r ' 'I • Trigger Active Consideration
I. Messaging • Drive Marketing Development (micro campaigns).
, 71 ..el
• Display & Native Advertising
! • OTAs & Programmatic
_ - • Device ID Retargeting
• Social Media
" ' Platforms • OTT Streaming Video
- - i • Visit California Fall & Spring co-ops contributes a 50% match
• Broadcast (KTLA Surf Report + 30 second on-air ad) `
21 VISIT HUNTINGTON BEACH
MARKETING
• AGENCY OFRECORD
• ANNUAL MARKETING CAMPAIGN
• "CONTENT ENGINE"STRATEGY
• VISIT CALIFORNIA FALL 2023 CO-OP
MARKETIN � SIIRF CITY USA
UNc1ERED
FY 23 /21 • SURF CITY MARATHON
• PACIFIC AIflSHOW
• 2023 US OPEN OF SURFING
• 2023 ISA PARA SURFING GAMES
• SHOW YOUR HB LOVE 2024
• VISIT CALIFORNIA SPRING 2024 CO-OP
PUBLIC RELATIONS
• IPW2024
TOURISM DEVELOPMENT
• IPW2024
• ACCESSIBLE TRAVEL
22 VISIT HUNTINGTON BEACH
•
• IMEX AMERICA •�► ' lit
.I
• PREFERRED PARTNERSHIPS 7 ,i , s
• PRESTIGE GLOBAL ` -- 4 ..
-t--...t.-.,r--,:,, 7,-*7,-
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MEETINGSOURCE _� f ? ,.#
GROUP • HELMS BRISCOE
• HPN GLOBAL : .:
SALES • CONFERENCE DIRECT f4.. ter=
......
r
• CALIFORNIA DMO ALLIANCE
Flf 23/24
• IN—MARKET CLIENT EVENTS
USA v
" .,....c*. 1 s xaruvmm ytttrrs
• HB COLLECTION BEACHWIDE FAM - A.$- ,, : '. . , #.
IN CONJUNCTION WITH THE , { ; 4_ • 'f77.
a ,
-'4;:'
PACIFIC AIR SHOW r , °;
4
..,
23 VISIT HUNTINGTON BEACH
NEW INITIATIVES.
• TEXT-BASED VISITOR CHAT SERVICE
• CUSTOMER SENTIMENT SURVEY
• RETAIL SALES PLAN
• ART WALKING TOUR
• SUPPORT FOR IPW 2024: LOS ANGELES
• TBD: MOBILE EVENT BOOTH
CONTINUING PROGRAMS;
• HISTORICAL WALKING TOURS
• TEAM SURF CITY USA®VOLUNTEER PROGRAM
• THRESHOLD 360 VIRTUAL TOURS
• PARTNER EDUCATION SERIES
• BARREL TRAIL
• SCAVENGER HUNT
24 VISIT HUNTINGTON BEACH
ADmiNisTiRitirl I
FY 2023 - 2024
OPERATIONS
• TBID modification
• Expanded retail sales program
• Office maintenance to improve facilities
• Ensure HR policies and procedures remain
competitive to retain staff
ADVOCACY
• Targeted marketing support for US Open of
Surfing, Pacific Airshow, and ISA Para Surfing
Championships
• Support for community events and
organizations, such as ISM, Chamber events
including Economic Development Conference,
Surfing Walk of Fame, and Pier Snowflakes I ;
• Continued engagement with elected
ri I
representatives to keep the value of tourism in
HB top of mind
� _ _ -ter. �,.�....i.w.r:. .JY •.-...r- _,�.,,_ ".._ _ ,.,.
25 VISIT HUNTINGTON BEACH
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HBTBID Reporting Year FY 2023-24
Revenues
Estimated TBID Assessments $7,090,560
Retail, Web Ad, Walking Tour Sales $21 ,220
Total Revenues* $7,111 ,780
Expenditures
Tourism Enhancement Programs** $6,301 ,912
Administration $1 , 154,067
Contingency/Reserve $115,000
Total Expenses $7,570,979
Estimated Carry-over from Previous Fiscal Year $459,200
Estimated In-Kind Contributions $0
* Estimated TBID Assessments does not include the 1% admin fee retained by the City of HB. Total Revenues
does not include a rollover of $459,200 from FY 2022-2023. These funds have been allocated to Tourism
Enhancement Program projects for FY 2023-2024.
27 VISIT HUNTINGTON BEACH
**The Tourism Enhancement Program sourced from the Visit Huntington Beach Master Development Plan will promote and provide activities and
improvements to assessed lodging businesses through the implementation of two sub-programs: sales & marketing and visitor services
enhancements. A summary of each sub-program is provided below:
Sales& Marketing
The sales and marketing program will promote assessed lodging businesses as tourist, meeting, and event destinations. The sales and marketing
program will have a central theme of promoting the Huntington Beach destination brand as a desirable place for overnight visits. The program will
have the goal of increasing overnight visitation and room night sales at assessed lodging businesses, and may include the following activities which
are designed to drive overnight visitation and room sales to assessed lodging businesses:
• Increased advertising and promotional programs in print, online, social media, and television targeted at potential visitors to drive overnight
visitation and room sales;
• Website enhancements and updates;
• Strategic advertising and marketing agency support;
• Contract with third party marketing and sales partners;
• Public relations, sales blitzes, missions, and calls;
• Familiarization tours targeting key decision makers;
• Preparation and production of collateral promotional materials such as visitor guides, brochures, flyers, and maps;
• Video development for destination experiences and visuals;
• Attendance at professional industry conferences and affiliation events;
• Lead generation activities designed to attract tourists, leisure visitors, and group events to Huntington Beach;
• Partnerships with targeted special events that attract overnight visitors; and
• Research designed to identify potential markets for increasing the customer base. Research is also used to convert visitor requests to actual
travel, to identify the economic impact tourism has to Huntington Beach, and to maintain a Visitor Profile for use in marketing efforts.
• Cooperation with local agencies and film commission programs that attract overnight visitors.
Visitor Services Enhancements
The Visitor Services Enhancements (VSE) program will provide funding for programs and initiatives based on criteria to be developed by VHB and
reviewed and approved with the City. The focus for the VSE program will be on the entire destination brand footprint to ensure a consistent brand
experience throughout Huntington Beach.VSE may include the following programs which are designed to drive overnight visitation and room sales to
assessed lodging businesses:
• Development of activities and/or products designed to keep visitors in the destination for an increased duration of time throughout the year.
• Connectivity plan that links Pacific City, downtown HB, Hotels, the Strand, and adjacent visitor experiences. Support of a trolley or transportation
program connecting hotels to downtown Huntington Beach, The Pier, or other attractions; and
• Support of a long-term ambassador and/or security program with trained staff that supplement the current level of police presence to improve
the overall destination experience and encourage overnight visitation or a fulltime dedicated police officer to ensure tourism safety;
• Welcome center and kiosk improvements including new technology-driven visitor information enhancements;
• Brand-centric visitor services trainin: •ro:ram for both •ublic and •rivate sector staff
28 VISIT HUNTINGTON BEACH
HUNTINGTON BEACH TOURISM BUSINESS IMPROVEMENT DISTRICT
remmami
.N
The purpose of the HBTBID is to increase overnight room sales with
targeted marketing and promotions. Funding is derived from
assessments and revenues collected from all lodging businesses,
existing and in the future, available for public occupancy located within
the boundaries of the City of Huntington Beach. These boundaries will CITY OF
HUNTINGTON BEACH
not be changing. The current assessment rate is 4% of gross short-term
room rental revenue which is separate from the 10%in Transient
Occupancy Tax that the City collects. Assessments fund the marketing
and sales promotion efforts to improve tourism and drive additional
room nights to the lodging businesses. cgi•,h�
Tourism enhancement programs include marketing and
public relations, group sales, and enhancements for visitor
services. The HBTBID was renewed in 2019 and runs through June 30,
2028.
Visit Huntington Beach (VHB) is a non-profit 501(c)6 organization that serves as the HBTBID's Owners'
Association. VHB consists of staff and board members dedicated to promoting tourism to Huntington Beach
to increase overnight stays in Huntington Beach hotels. VHB is responsible for implementing the activities
and services identified in the Management District Plan (MDP) and for submitting an annual report to the
City Council for their approval.
29 VISIT HUNTINGTON BEACH
... :..,,: « ass. ... $ "�• k".l. x _
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...4;3o VISIT HUNTINGTON BEACH
05°222zzliN
\\ °T I N G 7/) Approve the
, ?:•'.�pRPORgTF�..� � Huntington Beach
• = ___ __, ` ••,�6'� ‘ Tourism Business
,__-- -- _ -- , ;t,,�, ; ;_-_ s,��, �� Improvement District
__
__ =� •
% ( HBTBID) Fiscal Year
—�„ 5__ _ _-__--,_--- ; �,�, Q �) ( FY) 2023-24 Annual
.. , i----,„ ___ _, � a Report
� ���tee
• 17, 1909 � P •� `� orAr
' C°UNT\I
.����„//// November 7, 2023
Background
• HB Tourism Business Improvement District (HBTBID) I 0=�
formed in 2014 pursuant to the CA Property and / / ° °
� .. �
Business Improvement District Law of 1994 �_ 9 \
•• HBTBID purpose is to increase overnight room sales `9'� s • � $
with funding dedicated to marketing and public co UNT••-' P\, ,
,/
I
relations, group sales, and visitor services d'zinindrintiriv
enhancements
• Funding derived from assessments collected from VISIT
lodging businesses operating within City boundaries H U N T I N GTO N
• HBTBID was renewed in 2019 and runs through BEACH
June 30, 2028
SURF CITY USA'
• HBTBID's Owners' Association must prepare an Annual
Report for Council approval
1,0
HBTBID GARDEP�GROVE FREEWAY
�' GARDEN 'ROVE FREE
405
• Comprised of approx. 21 hotels/motels and
225 Short Term Rentals (STRs) \ :,
• Current assessment rate is 4% of gross CITY HUNTING OONFBEACH
short-term room rental revenue +
• Boundary includes all lodging businesses, `
existing and in the future, available for
public occupancy within the City Aq'co
o
9y
• Total assessments approximately y'y h%L
$7 million for FY 23-24
• City collects assessments monthly from
hotels/motels and quarterly from STRs
,,,
Visit Huntington Beach (VHB
• Visit Huntington Beach (VHB), a non-profit
501(c)6 organization, serves as the
H BTBI D Owners' Association 2019-2028
,
Consists of 14 full-time staff members
• VISIT
HUNTINGTON
and 22 board members dedicated to BEACH
promoting tourism to HB to increase
overnight lodging stays ` met
• Responsible for implementing the IL
programs identified in the Management
District Plan (MDP) and for submitting an .:
annual report to the City Co u n c i I f or HUNTINGTON BEACH
approval TOURISM BUSINESS IMPROVEMENT DISTRICT
MANAGEMENT DISTRICT PLAN
• Agreement between City and VHB to
manage the HBTBID's funds and activities
1,2
FY 23 -24 Annual Report
Per Streets and Highways Code §36650, Annual Report
must contain :
• Any proposed changes to boundaries/benefit VISIT HUNTINGTON BEACH
zones/classifications; FY 23-24 ANNUAL EP T
• Improvements/maintenance/activities for that FY;
• Cost estimate of providing the •
improvements/maintenance/activities for that FY; ' i
• Method and basis of levying the assessment; 4,•
• Estimated amount of any surplus/deficit from a
previous FY; and,
• Estimated contributions to be made from other
sources.
113
FY 22 - Highlights23
yy
=• Marketing Campaigns - : :- =t_. '. -- - .
o #BeHere 3.0 . . = , , .. '��, �,
•' 1. ��
O 2022 WSL Vans US Open of Surfing ..... , M.4r i` ,.
O 2022 ISA World Surfing Games : " �,,, ,., - - '��
• Launched redesigned website ` °$ ,r ,�f
• Produced HB Tourism Summit {"' .Is ..
• Hosted 16 journalists and 7 influencers ' • '" . ,
• Conducted 733 total travel agents w .
r
• Success of HB Collection Beachwides - , . � .�r _,
_ 4: sue, aa- , , ...4 } ~�
,, . ak, # ,
114
FY 23 -24 Work Program
• Driving Global Brand Awareness - Increase visibility of HB/Surf
City USA° brand by targeting key media, travel trade, meeting
planners, and leisure/business travel markets to increase ,.,.
overnight visitation, visitor spending, and events/group , . f '
meetings. . a-> 11 .44iitt
• Enhancing Destination Stewardship - Ensure that HB places to u f °'
r
eat, shop, play, and stay are enjoyed and experiences are fun, r °
unique, accessible, memorable, and inspire repeat visitation. - I ,„
•,
• Championing the Value of Tourism - Educate on the vital role of �` VISIT
the travel & tourism industry and provide greater #,
v 0 Digit
understanding of its impacts and benefits. 1 t
• Prioritizing Organizational Effectiveness and Culture - Ensure
VHB's spirit of service is operating at optimal efficiency and
consistently delivering on its Mission, Vision, and Brand
Promise.
115
FY 2023 -24 Budget
fi INCOM
Estimated TBID Assessments $7,090,560
Retail, Web Ad, Walking Tour Sales $21,220
Total Revenues $7,111,780
Estimated Carry-over from Previous FY $459,200
TOTAL FUNDS AVAILABLE $7,570,980
EXPENDITUR
Tourism Enhancement Programs (83%) $6,301,912
Administration (15%) $1,154,067
Contingency/Reserve (2%) $115,000
TOTAL EXPENDITURES $7,570,979 116
Expenditures
Administration expenditures (15%) - Operational staffing costs, office
costs, and other (insurance, legal, and accounting fees).
$ ... . , 1 0 ,,..
Tourism Enhancement Programs (83%) - Variety of services/programs i
and associated staff time through two sub-programs: t s
• Sales & Marketing Promotes assessed lodging businesses as tourist,
, b
meeting, and event destinations with a central theme of HB . , , ..t
.
destination brand as a desirable place for overnight visits. Goals r
include increasing overnight visitation and room night sales. •
a, .'' lic--,1 '
.
.. E
k �
• Visitor Services Enhancements (VSE) - Focus is on the entire of' r--
destination brand footprint to ensure a consistent brand experience '4- ilk , I 44,,,,, 4 _ '
throughout HB.
Recommendation
Approve the HBTBID Annual Report for FY 2023 -24
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118
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