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Approval of Huntington Beach Tourism Business Improvement Di
"""`"�. 2000 Main Street, s,5ir.cro2 ,; Huntington n Beach,CA '�` 48 9 City of Huntington Beach tom_-. -, 4� APPROVED 7-0 COUNfl Gr r t File#: 24-687 MEETING DATE: 10/1/2024 REQUEST FOR CITY COUNCIL ACTION SUBMITTED TO: Honorable Mayor and City Council Members SUBMITTED BY: Eric G. Parra, Interim City Manager VIA: Jennifer Villasenor, Director of Community Development PREPARED BY: Christopher Kennedy, Economic Development Project Manager Subject: Approval of Huntington Beach Tourism Business Improvement District (HBTBID) Annual Report for Fiscal Year(FY) 2024-25 Statement of Issue: The Huntington Beach Tourism Business Improvement District (HBTBID) was established in 2014 under the California Property and Business Improvement District Law of 1994. Its purpose is to increase overnight lodging through targeted marketing and promotions, funded by assessments collected from short-term lodging businesses within Huntington Beach. Each year, Visit Huntington Beach (VHB), the nonprofit organization managing the HBTBID, submits an annual report to the City Council for approval. This report outlines the district's activities, programs, and budget for the. upcoming fiscal year. The FY 2024-25 Annual Report provides a detailed summary of how the collected assessments will be used to fund marketing, group sales, tourism enhancement programs, and operational costs, all aimed at boosting overnight stays in Huntington Beach. Approval of the report is required to meet state law and to ensure continued support for tourism growth in Huntington Beach. Financial Impact: There is no financial impact associated with the recommended action. Recommended Action: Approve the HBTBID Annual Report for Fiscal Year 2024-25. Alternative Action(s): Do not approve, and direct staff accordingly. Analysis: The Huntington Beach Tourism Business Improvement District (HBTBID) was created in 2014 under City of Huntington Beach Page 1 of 4 Printed on 9/25/2024 powered by LegistarT^" 190 File#: 24-687 MEETING DATE: 10/1/2024 the California Property and Business Improvement District Law of 1994. This law allows the establishment of special assessment districts to fund specific improvements or services that benefit businesses within a defined area. The purpose of the HBTBID is to increase overnight room sales by promoting Huntington Beach through targeted marketing and public relations efforts. The district includes 21 hotels and motels, along with 204 short-term rentals (STRs), all located within the City, including Sunset Beach. The current assessment rate is 6% of gross room rental revenue for. stays of less than 30 days. This rate was increased in.June 2024 to ensure Huntington Beach remains competitive with nearby cities. This assessment is separate from the City's 10% Transient Occupancy Tax (TOT). Visit Huntington Beach (VHB), a nonprofit 501(c)6 organization, serves as the HBTBID's Owners' Association, responsible for managing funds and implementing marketing programs as outlined in the HBTBID Management District Plan (MDP). In 2019, a formal TBID Management Agreement was established between the City and VHB, replacing an earlier Memorandum of Understanding (MOU). In June 2024, the MDP and TBID Management Agreement were updated to increase the assessment rate from 4% to 6%. Additionally, 10% of total assessments collected will fund tourism enhancement programs. The current term for the HBTBID runs through June 30, 2028. Annual Report Summary VHB has submitted its FY 2024-25 Annual Report (Attachment 1) which reflects key trends and challenges in the tourism industry. VHB worked closely with hotel partners, community stakeholders, and various Destination Marketing Organizations (DMOs) throughout the year to shape its work program and budget. They also collaborated with organizations such as Visit California, Brand USA, and the U.S. Travel Association to ensure alignment with broader tourism efforts. This year's report highlights several critical areas, including marketing, public relations, group sales, and tourism enhancement programs. The proposed budget reflects Huntington Beach's position as a growing tourism destination and aims to strengthen the city's competitiveness in an increasingly crowded market. Key Trends and Observations • Marketing. Public Relations and Communications - Road trips and staycations continue to dominate leisure travel due to economic conditions. The digital marketing landscape has become increasingly competitive and expensive. Additionally, the upcoming election year requires careful management of media coverage and public relations efforts. • Group Sales - Competing Destination Marketing Organizations (DMOs) are operating with significantly larger budgets, putting pressure on VHB to maintain market share. Corporations typically delay decisions on large meetings during an election year, affecting group sales efforts. • Tourism Enhancement Programs - Dedication of 10% of the assessment revenue towards projects aimed at enhancing the visitor experience. City of Huntington Beach Page 2 of 4 Printed on 9/25/2024 powered by LegistarTN 191 File#: 24-687 MEETING DATE: 10/1/2024 • Advocacy -VHB will continue its efforts to educate both residents and visitors on the economic and cultural benefits of tourism. Engaging the community is critical to maintaining broad support for tourism initiatives. • Operations - Inflation and the rising costs of goods and services are affecting VHB's operational budget. Despite these challenges, VHB remains focused on maintaining the quality of its programs and services. Budget Overview The following is a breakdown of the proposed revenues and expenses for FY 2024-25: INCOME Estimated TBID Assessments $ 10,693,446 Retail, Web Ad, Walking Tour Sales, Interest $ 140,250 Estimated Carryover from Previous Fiscal Year $456,000 TOTAL INCOME $ 11,289,696 EXPENSES Sales and Marketing $7,578,171 Tourism Enhancement Programs $ 1,062,647 Administration $ 1,959,838 Contingency/Reserve $ 843,000 City Collection Costs $ 101,149 TOTAL EXPENSES $ 11,544,805 Revenue Projections VHB bases its revenue projections for FY 2024-25 on several factors, including anticipated group meeting bookings, weather conditions, hotel partner forecasts, and increased demand for short-term rentals. The projected assessment revenue for FY 2024-25 is $10,693,446, approximately 41% higher than the previous year due to the increase in the assessment rate and anticipated growth in the tourism sector. This amount includes a 1% administration fee retained by the City for collecting and disbursing assessment income. Total income to VHB ($11,289,696) includes $140,250 in additional revenues and a rollover of$456,000 from FY 2024-25. Consistent with the MDP's approved allocations for expenditures using assessment funds, expenses for each budget category are broken down as follows. Additional income is anticipated to supplement promotional efforts. City of Huntington Beach Page 3 of 4 Printed on 9/25/2024 powered by LegistarTM 192 File#: 24-687 MEETING DATE: 10/1/2024 • Sales and Marketing (63%) - Marketing efforts will focus on key markets like San Francisco, Portland, and Phoenix. Campaigns such as #BeHere and #MoreHB will target new and repeat visitors. Strategies include expanding "FAM" (familiarization) trips inviting top media, travel agents, tour operators, meeting and event planners to experience the destination and raise its profile/awareness in their areas of work, boosting room incentives, increasing influencer collaborations, and enhancing tradeshow presence. Focus areas will include media buys, public relations, advertising, and design collaboration to support both digital and print campaigns with a 100% increase in influencer investment. Support for events also fall within this portion of the budget. • Tourism Enhancement Programs (10%) - These funds will support projects aimed at improving the visitor experience, such as temporary beach restrooms, wayfinding improvements, accessibility upgrades, and preparations for the LA 2028 Olympics through enhancements to the Surf Museum. • Administration (18%) - Funding will support operational costs including facilities, IT, human resources, insurance, legal, accounting, the company vehicle, and industry organization membership dues. Additionally, expenses will cover the transition to a new budget software, computer lease refresh, office improvements and professional development and team building • Contingency/Reserve (8%) - These funds will ensure financial stability by providing a buffer for unforeseen challenges or economic downturns. • City Collection Costs (1%) - This fee covers the City's costs for collecting and administering the assessments. The budget for FY 2024-25 was approved by VHB's Board of Directors on June 25, 2024. The City Council may approve the Annual Report or may modify 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 1 - Economic Development, Strategy A- Develop an updated economic development strategy to ensure business retention, local investments and job growth. For details on the City of Huntington Beach Strategic Plan, visit: https://www.huntingtonbeachca.gov/departments/city_manager/strategic plan.php Attachment(s): 1. Visit Huntington Beach FY 2024-25 Annual Report 2. PowerPoint Presentation - HBTBID FY 2024-25 Annual Report City of Huntington Beach Page 4 of 4 Printed on 9/25/2024 powered by LegistarTM 193 .. 4 a , „,..:„ V „ , ' 24-25 ANNUAL REPORT • ' k Y :g 1 'ti f.5: } , .. ., .. . 'ia'.l, ar , • ,:"-�•�...,�•;...,, : <.. .a.m.1mom. .'tea l V'3" Z R. . ._ A. AP • n,,. ` .ate "`aw y . . «- . ( - ; ' is v2, AVr. '..., a, .,,N.w,..'. • .n- � r VISIT HUNTINGTON BEACH 1 2023 ECONOMIC IMPACT OF TOURISM IN HUNTINGTON BEACH $565.3 MILLION DIRECT VISITOR SPENDING IN HB • Average of$251.70 per visitor per day • More than 65% is spent in local businesses other than accommodations. $20.6 MILLION IN LOCAL TAX REVENUES GENERATED BY TOURISM IN HB • Enough to fund the annual salaries of about 291 police officers. 5,499 JOBS SUSTAINED DIRECTLY BY TOURISM IN HB 1 • Tourism accounts for 1 in 10 of all jobs (or 9.8%) in HB. .• g • 6th largest employer in Huntington Beach 3.m it alloy nic..11, ,, Sources:BLS,BEA,Tourism Economics in conjunction with the City of Huntington Beach VISIT HUNTINGTON BEACH 3 2023 HUNTINGTON BEACH VISITOR PROFILE 2.2 5 MILLION TOTAL VISITORS TO t " ,°$; o mei�;Yt b,„.;0. . . me sba�e•l•5 m� " . . . . . . . Cket'and segiiteij;'( ( ) HUNTINGTON BEACH IN 2023ally •4,4,4, - n0m88u A visitor is defined as someone "visiting Huntington Beach for the day or overnight, ,who resides outside the geographic boundaries of Orange County." : ilaa.T4urism;E,5o 4Andriiic' . TOP DMA VISITATION: AVERAGE LENGTH OF STAY: 2m3 NIGHTS o N Phoenix-Prescott, Las Vegas, Salt Lake City, Dallas/Ft. Worth, 59% ARE FIRST-TIME VISITORS Denver, Seattle-Tacoma, New York, Chicago, Houston, Portland Most Visited Day:Saturday Least Visited Day:Tuesday a a 2023 VISITOR PERSONAS Age Range Avg.HHI Education Avg.Family Size Interests Avg.Vacation Spend CD 5, .S. ' I{yx r2a;7��a�.se""•a s2mr.CM,A� w •.r• ....,,a ... n,, .+Y „. ,.. 14 zr :; T�:". m�' ,. 7.. 4 ltet E 'ft •• 32:,'� "3�>asav,' �a" -i'rt la"s .fir s�«`mt .� y a r � 3 QRAI =%a n : 8;� 7'« er_:�$, 1✓ �.� a4Ka raF - 8r$ � �4 : I <t . 'S. FS . .,w�;: i t, „ UUR U Y' . <>:�.< .Ll „ 4 pq 0 � g+f, ; a :'� .i,«,.� ? a,, �>_»„:r .1: .;�c ; : t r-,ia a r aa�� � .e,:°. �.P:?;... k �.�� 4��, v t,; �" ) P:F .me " €3K 7 FU.R " �.z. rc,. �. ..< .� .f , ` �, a , t^.'ax : ` � �l 4. �,E�zy a« � . �. ». > * Emom. , �, �.- .4�- .. �, • ,"., �i;<., > �-. < � : 3 , � ro. r❖•�:..... .. «.. .:�e< ..: . 'as.yr, a-. ,;>� .,_- ; " .,e" rc>' :,. .> :: :- 1 ' g ' 'di q 'dTrucks 9 .�' . �' " ,.a"4 �u3.:.:-.:t. .,s .. w�. ^. ` wrs`ie F , P Get`6; 4 o! :% : <.. .., 30 39 `1v3i3K s.yer.. Irrr, Prs aurmaadsu ,' . , U- ,AMUy < . 1 °�. > �f . uhp(d s{A _ , E C1tf n, p '>iAf`i a } Y k � ya �u' g7" . ea . ° c e , yaks 3.: � � ,t2� .R � f. o;r5 15„ " ',: , ' :y w :< $;'r"' k I" � : ��w amo.`» ,��� �•b _ � 4� t 'ar�sa':� Z . . :4 � Vj. F ,. 'te'', .gyp. � Es: �� �a2 K reara: ;Ni qPi . ' :a� , ti � " 4w��o' a::54��IF� travef z., >THS I ar u11 N. 4L'." - M , = , � "s 44S � + r���� , h ' ! fl � kso e 0 . s.")„z� = , .r �..? . - . _4:" c - t -z � .ax a,;* `3R. q : =te'rT ' > '.,a! «:� 9� a:,,,.sa# ; , Vi : _<r:';'''' '''''''::';'-'. ' ' w5,r � . < .�? < Aa. a�• -. Y .,.� -.� � ..r � < .3 ">afl` ::&i,,,�.°„-+ :-- < - � .w , N,a :.m3. ... .' ,sn - ._.. _> t.tA:44 .i•-ozgo.vd.oto .k:•VISIT HUNTINGTON BEACH 4 A AR ' � Visit Huntington Beach's highly targeted campaign media buy investment developed at to generate leisure bookings, increase web traffic to SurfCityUSA.com, and increase awareness of the destination, hotel and resort properties during the hotel needs k4 �aINA:A51461014),t, Oft:::.::::::Wig:"":;:"" :Vril ' � k period, launched on November 15 and ran through June 2024. bs.� .a .}?�2 •� 4 � i m � S� �? T Ar.-- � ° �i<IL�R�d4f* �¢�n ;r .3p ' ' ° • ° 26.2 MILLION TOTAL IMPRESSIONS 4-µ,"p 1 * j ,$ 0; 5 117.2K TOTAL CLICKS ° s,. A i$t g.: 15 $9® HOTEL NIGHTS (% Q �y,{ IiUNTlNGT9p @EACH J '�Q�[7Els^�° d't8'Irierfltsf�SS. *'` #•r dd���s• TOP RESPONSE MARKETS: San Jose, San Francisco, Portland, F � t�ir Los Angeles, Phoenix Salt Lake City, Plano Corona/San v ., a 9� t a �.v� s i H g_ / ! / / Bernardino area, Oakland, Seatt e, Las Vegas. .� r� � 9 . � ar 2 3 � �v-3� � "'Y 1s°N vks _� fix. ��� O e � � e f Campaign outpaced projections by 1 u ;g .. � � q" 6r •\ $ p .. Atli } (u.t, Y.a�� ��a �,�°_ :� §y_,�¢ Sn' R' k ��....��"3e„v� ��'�i '�,. ����s1 y S� iii ���y{¢ •^� A I '�d 3 �tm�na�is >a w � ma asna ao ` 'o.`sun. � etzr18 s �l�lless summer. d�te �� it s a � � tE�C�s �,re, �.a VISIT HUNTINGTON BEACH 5 ® '. IL ®• USERS SURFCITYUSA.COM JULY 2023 -- JUNE 2024 PERFORMANCE 1.2M 111.11144T t :, . �,,. :r, •,,,.,. �:.> . fl (UP 17.6%YoY) NUMTINOT(1N' IKINU$W&'d -Q`va+ts. aueiirouakirc t+7csvo#*�t[. U D Y `6EAaN w,.: SESSIONS . 1®421111 iM 3 (UP 9.2%YoY) a -' egg° ` [ z . P yA ' k a ,� S °a 4 �� ,� a, PAGEVIEWS xp4g � � 4tl' =a 3r1 MILLION • (UP 45.2%YoY) s -� 'a � IX>iaae NYNSLNOION 9f.ACN „. Hun6ngian Bench AVERAGE TIME ON SITE 3 a M 3rr� fr r. �t 1 r 20 y � �' a d a '�.. "s r at1N YOU,VISIT d''48 ' 3Sk 3 y '' ab°k�'.. w^- (DOWN 4.7%YoY) Explore Huntington Beach § �" `' ,� ' - : Hotels&Resorts s • r� j - ,' g '-9 k� IN i:t . , j',.,�1 DESIGN &TECH ACCOLADES �. a 6 VISIT HUNTINGTON BEACH 6 4, _,L q. . `` * '. t Aixva 4 r�.a�rw a use =a.t r t i3.m�-'...�-x'ar JULY 2023 - JUNE 2024 PERFORMANCE 4< 0 a V El< COMMUNITY ENGAGEMENT • Instagram: 117,841 followers • Instagram: 199,000 engagements . ,e `, • Increase communityby10% (from • UP 10.8% YoY �. I §1 112,000 to 123,200 followers) Results: • Facebook: 97,000 engagements -3 ',k ' . t 96% Achieved. • UP 4%YoY %x> 4 ¢* ' ,g � r� • Facebook: 117,841 followers • Linkedln: 11,358 engagements , -itesiAk.--4 ''' , , K • Increase community by 10% (from 84,000 • UP 275%YoY � ° ° . ;� . . `. �:a ;. .a<T to 92,400 followers) Results: 93% • Pinterest: 37,725 engagements Achieved. • UP 278%YoY . , - • Linkedln: 3,653 followers ;, t 1 . ,.,14 , • Increase community by 15% (from 3,246 £ 1 ,, , ,„,„, to 3,733 followers) Results: 98%Achieved. ��� • Threads: 16,300 followers a : � Z t ! �s� 4" $q �r�/4,,1a,h�,pp , f 'l p "° '024• Build new community14,500 followers. Results: 112% Achieved. ' �°� ^° 1 ;-. oar A ;; , VISIT HUNTINGTON BEACH 7 r : ; = . '..;; :y t'. wz^"c z r ;ate' + ➢ a. .:.:"0 3 +P ; '"?r r-,a . "E'''il!':'1 PRESS TRIP RESULTS ?l PRESS TRIP HIGHLIGHTS1:10,1111 1 VHB HAS HOSTED Time Out,Conde Nast Calgary Herald a ' Lauren Dana Ellman,US Michele Jarvie,CAN c 3 30 JOURNALISTS e' a ` 'I 1:,:,:!':'''',:;:::''''::;:.:,,'•::,,,,,,I.',,,i'.,1,.,:-,...,..:;,,',i''':.:1.:1 36, Die Surpassed goal+14 Brie Wurtz,CAN Ruby the Corgi,US Inlil AND @vancitywild @ruby_thecorgi INFLUENCERS ,, i3 Flora Davenport,UK Alexia Dellner,US 11 kli Surpassed goal+2 Stylist Magazine Pure Wow liginliq , Dominic Bliss,UK Kelcie Miller-Anderson,CAN s kill AUDIENCE: 245M The Independent @thechronic explorer Surpassed goal+83M Z . Slciin and arfi Y aii is taa'a 4 i i EST VIEWS: 1 15 M , �; ,,, _ g. ng . , tdi "'' i ii�'" __ }oubithuth'shtpc!sandsyavesinthr. i-,': s .. • i* same weekcn47 ° z Surpassed goal+590K �, 3 }4 ,.. .� �. . ,is ',,y,YP,a I g aW7 .ems.., — —"t5 ,.._ a' .,,+evw�. f 1!.."n i7 s:,2c. � Sy r-. LOCATIONS INCLUDED: r t „ _ _i ' 1,14 US, CANADA, UK, AUSTRALIA, MEXICO, GERMANY, AND JAPAN i i{ � 4 @ � d Note:Metrics are for press trip media coverage onty.M.Million;K.Thousand E yyam; VISIT HUNTINGTON BEACH 8 II L MK MIL kLTA1 1ii A 0 : imal HIGHLIGHTS TGnoOitWoddwkta .';•@t'ee .,,183M .. :^ .. t,418 HOMId $S.^�x' 1.14M'; 'Trax&fi *40 88. ',�t.lc;,MGale4TI,c .t":..93 : 57M , <,i:,,..., ... r ..,,'w".w :r z ; r�r 18. it9 ,,' 0;.: s�.,+ i i s• 8 @i`- 'd4110E S;o` ! 23 c.:.. '* '@ t'Y*'r' S§..... ..f.p -41Pftx7tl4 1 4A� i e+D'. m r a a r „ �� £ �.l�bv,tr iil. .. ,_.. 14 o F La ilton tD w«�ia ir.r woww.r 1pinyantf Wt nk.4baaG4" ` a? ,; .; , hlrrWafll:V TL aota.uLToiot,r.rt. rsii.g46! • • jp� IIQtiK}mi{nWWiJlr - d 7 T � E j E j - 4' •ems., • 6 '�'•l+ . G r,77--- •Fre+.i" .+Wr:.. ,fin i ..:f�„f4 Y} T`j. - t xw 2•..aen , a .,..,�.«.�.�., .,.. ,>...,,.> y�/;1��,, P ra_Wow 83 41M 7 M4Her+}Cd 91s• . S. £,- t. `,,F4rbev '..84.: §'''''' ,. US.H�Ws&WorM$epor► ';92 . 3.08Mr" ■/��j°, vn .vim ,, 4 6 .,.,•t ,, ..w.044-=j'&. ,,,,.rYswR?:, .. F -?b- .. tort••s•r• , r+= c�iwJww•.,. •.' 1ha.�-.• t y�3'''?''',- ..m za`:.m—,fw�.,•"",'.:,wr '+14iM"wrs 5 �+W #r'°a , rr 9 r xQ�. ..kr-.m.{' +.s ""m"'4.aau z` .., "' • -aaw w f-".•ue ,+ .r4 f.p. .7 i Yar+ c� r'''r it" 4 t ..14 .:Iknvieigi iiial5likralin h; h a+ Iliu1 • ilk.Y 'tirtdlk""�1' "� .„. -.--, ... r :.-� ��� ... -�.w.-.,.�_ _..• � 2{ipP.TAtrrS�tn Oa In OR�9�tagnly f,A a :. to >.... ;.. V ' .. �,u? .. }I ..Y'. .. .•r::.::.., f •A � ss t k. ' .. M k' ^� � 1 }tiiA •$ - eslaaJbG Y -1 E�pqa y., p' A • $ . • . vc 10.: 4• b , nnp .... s i � , f yd.410... ,- T . ti L. �. • �'• Si '1i u.:.. µ <"Vrr..w. t«�w:..w.a� .•wr. .g • VISIT HUNTINGTON BEACH 9 • ► I1 • 1/ 1. IPA+:EI, LOS N L S 024' , .i ;' k e,,, rr , .. i $ ' p. PRE-IPW VIP FAMS.Ahead of IPW 2024,we hosted three VIP travel trade FAMS for individual stays in Huntington Beach. As two high-level decision makers for both Tier 1 Markets,we highlighted luxury offerings,destination product activities - ;, )0. 44 i p� and our proximity to the rest of the SoCal region,solidifying our claim as the premiere spot for your California vacation. , g '� ••$ <,' s " �Y, 1,1 „ IPW 2024 Los Angeles&the CA Plaza.We conducted 71 one-on-one appointments with buyers from 14 countries over i f $ ' t IE three days.Additionally,we had a presence in Visit California's California Plaza,where we had a surf-shack activation "`-• ;,', serving HB-inspired bites and drinks.The Plaza opened every morning and afternoon,welcoming foot traffic from the '° ° �s tz s • •� A".:A I ? 5,500+attendees and provided yet another touchpoint for VHB to network with key clients and journalists. • t 1, - a' j < rr.qi::,4,* ' i etv it Visit California IPW-Post FAM,SoCal Spectacular.Leveraging IPW's presence in Southern California,VHB hosted 20 IPW �°=` ,- a i •buyers and journalists and two Visit California staff for a total of 22 attendees for a jam-packed 24-hour itinerary.The r-- .�, - attendees experienced a classic day in Huntington Beach with surf lessons,bike rides,lunch at Duke's and an epic beach .;'; , .< event at SHOR with bonfires and s'mores. v g s X `¢j 1. ,`." v } r, is .. L i ' ,,, ,- , ,; Visit Huntington Beach made accessible travel a strategic priority,and this past fiscal year we joined Air 4, r > i a< ^ � g .�� � Canada s Accessibility leaders Group and attended a Destination Discovery with Mesa,AZ,the first i i ', - certified Autism-Certified destination in the world.We aim to gather best practices to make Huntington .- ..° i =. jf;F, i g Beach a leading destination for visitors with disabilities.We engaged with programs like Wheel the q f +�11',-:r.r ,,`'oe.,. World,a leading online platform for travelers with disabilities,who will promote,educate and sell the :. ±<.., y; , �. destination. Lastly,we hosted a tour operator who specializes in accessible travel,where she learned how Huntington Beach is making a strong effort to be as inclusive as possible for those with disabilities. a VISIT HUNTINGTON BEACH 10 • • • ► ►/ i • • ►A ws S AND 1342 Attended two sales mission in each Tier 1 Market (Canada, UK,13,„066 Mexico) to meet with product managers, conduct travel agent ONE-ON—ONE AGENT trainings, and attend sales calls. APPOINTMENTS TRAININGS Attended five trade shows for a cumulative 142 one-on-one CA STAR: 345 • 4.4 GO WEST: 36 appointments and 421 agents trained. IPW 2023: 71 SALES MISSIONS: 421 ,.-. CA CUP: 35 AGENCIES: 300+ p,' w ..,.s40. zt. c Surpassed goal+5 Surpassed goal+333 � , � 3' t.-2,1- -1-7,,--s----,-1-iD.: 'Lel izr;•'!',:\' i - --`0;-,.-,4tk 1 .7. ' ".- ', 4 'T .-° _ t",70" '4 aaw & .. g r � tee• LO 62 „,__, , , .. ... .,, ,,,,„_......, . _ , ,,`.,.\:".":„Ite.;--:„L'O.S.,ir;1,-. , ‘,. -,,, ,. ,..4,""'"-', • INTERNATIONAL FAM - a , - , . `may } �� 8 FAME ATTENDEES g �', � ! i" e ,, A , ".V,':.,<-:; l''''t''' ,.1". '.***I Y Cs'-':„.., (r,,',,,,,,'I'‘,440A z 4�� �s VISIT f1UNTINGTON BEACH 11 a a 0 ' II II 11 wr, w I.. H. FILm_ . 713 _ , eL FILM INQUIRIESPERMITTED SHOOTS , --.. a,f A, 114, • , --i?..,:kt, ,;i-, ..-, .., ' 5*‘;`'.'a*:g`i'Vr..4,--,:::::.„ il • -s — , '''''',''1•° . ai . .' , .--...,.,4„..! ,:,,,,,' ckI,Rp .., . , • - k...: .. ., ,,„„. ., f', : 1: 4%.1' ili: ,i,,,,,,;0:,Y,P0; '...',• • ":',',L." -„.., , .• , ,, , , ,, , ,, ,„, house. . , . . .....,,,,,,..., tr'f'll..'. ie ''‘.`k, .,,,..,,.. ,. ,,,. .... ..,.,,,....,, . ,..,„ .,.,. hunters , .... ,, ,. .............,,____.........- ,____,..._ ....4.iti;',.,17,-„-;.,-.:::;',,.A!,',..-,,-,':•:,:-,1,:',:::,---t-g-L7,-1-4,-- -;iii..j''tt ,,,,,,,r,:is.li,,,,,,,;,:-,..,i1;;,-,:,,-c,„:, '' .,:,-.1--.,:ifil .-:---,-,,-,--- • .., . e. , . . . . ' teFarm ' 0-:- Sta : , - ' . • v ___ - , 0.. VISIT HUNTINGTON12 DAKLEY BEACH , . „...„.. .... . ... FY ,2(J23 2024 GOALS - . FY 23-.24 YEAR END .. .. . . .. . 3,. „9 4 1�s., t< ,.,,»L. ..,..d,s ,s -�,,u” .-s» n.,'.x. •,,. � a..�,.� �.r E �•�>E, a.=� ,F �Eiw'� f:4'.<a..,�,..,3'yi.,,,. 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I,4TOTALSI EbN PECTIONS 95 � a d a geedi FY goa� �4 � •, , Z s ..,• . .._,,,.,..', s. • ...... . i �E I ° • > .gi` k �. z ^ , .. ,t ,- i s - : ��" : � I ^t u: •i� a ^ ' � ,µ 't -�j �,mo,�fs, „ � w-�«.:> _�; Y'=r:, • �4` .w-.f„;„ � � :L :3�`�.-a ��- tt�• � � �-�Pcw t�ft_�, :e, � :.;: .,,.,� --• .� s ,�.. �,f,z-x: �.s, ., '- . :.•t.1,,.. � y.;, �.k�_x <,.. <-�—:; x „ -em�sx �����t.. h �",f: `w °�"wt: .:�� z �'."�3 '2)L ��,aS 3`` ': �Y3>-?-,a,..tPb s;.�" ^;:: ,�wxt' :...'...,.,�,.. <: >: _ .,.. ? a<A « :;4-2 ..• ...u$ ,sA •..\ ". xi,f _-,=sY_t ^g: A,� 8.' �gc�•- . , .,; ... ; s-. .- ;ta 3 ,-if.•. : :•. : .. . 23s-sµ .i ...-P < .ra� u- « � .0a a. �� FAQ SS E' E, ,7� _. :, .i - .1-.>d, «�:..,e' � . k �. � .�<-.. - .,-, ;,..�, �R. rs1 ..T pCI %GQf : f•0 FY Qp�V FPATI , r �� I � . i�? � t - E � .1E3 O / J its0p ,�E • e�u: 4ia2 .a ' "�l� >ik., _: .A ,..:? �« . z . � , d a� _: � ,m,"xs�`.' .„y�aac� rV ". °:: r � � u, �,a. - ��. 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E ,EEC ..<H. _ ..., ,, ,, E�{ „,,,,,... .. ,r--,_.�h, ._ ,< N .,.. �__ F ,.. ,.� � t ,� ,.;. y �,° .,"$.. g _,.,_ u � E ,..,, --'s � E SEE;= t<,-4.. .- - e 2 E '{ E� k.: E "�.. i4 .E .... ,d.: ,. .:.., k.:.:.. ..: :vk ,....,. .,, ,H,u ,,,.... ,. Si �. is ,-,.. _.- E ,;€ c.� ,.. �^ ...:.:.� ... ..r.,..< ,...,.,, <..,. ..,.. _.., a. a. ,...E .. .... -: . ..;.. ..:.:, �' <., ..ezr` �:» ,� E� ,f � �. ",,...,:...- -, ._.- :._�E,a,.,. :.€t'.,,E.. X`- ,t:t -k <<.:G . '+'�. k z«.J.E zw "«E Y 5c, , s"f +�/.. ..:.,. �,t� r.:... d4a, • s� _.. 1,111 /�),, poses �(/ (�`y [/�� P global mammeoli '' �L �IYI IJR S L E d �{ a � a/ meetinc7 t „ iiiilligiraiiii CoNF '5 � dIR �T 1--15 r source i c kg _ E VISIT HUNTINGTON BEACH 14 ► �_ \ , \ ► Vii i Er. 711.i-.7,p-or . „ogrillITSWAITIO „ ,g,:, ,::„,,,,,,„„::, „„„,„:„,„,„:„.„„„„,„, 11.111 ep'T�srose ,-� Leda` �' ° a r as q�- �J, ,E�r �, E y ,�:'�. ``., - a„�, • $30,000+ i n retail sales (UP 76.4%YoY� c ,R � g , !..,,5 -: • 18,000+ inquiries (UP 50%YoY) s �, ti p° I • 17 walking tours 4 pap„,�gox . .- ,* - „ :, SURF CITY USA SERVE l p ��` 4 S}�ptlRTtFNtt 4x Z .i ,a I�k LEI5UREAMD.U71�UlSY AF rr @.•. Y •,3 '�* `� y�` '4x ��,aaz.y • 14 special events i P•T Efl GCFAMff 7I7ThESL i(S ( e h � 3 � AX � J . ` d{.7t e r h/4 r i ii • 12 active volunteers Y . ` �` '� o3 •-._€— _Le.' mo Hams at c# ,y �3' 1 .:� +-•- ! — +..o. k f''. PA TNER SERVICES • 2,500+ partner referrals (UP25%YoY) � o� rt5lIn PI: u r E _ 1*.trattila `sLeFT itv�uN 8 aq 1 • 500+ partner engagements (UP 25%YoY) h a� • 6 partner events SUR1GTvusa' na if . i .� ') • 200 attendeesf:1giltrAV6itattkii:, . VISIT HUNTINGTON BEACH 15 II ► : _ ► ACCOMPLISHMENTS e • Received 2024 Best Places to Work in Orange County award from the Orange County Business Journal (for the second year in a row) • Omark A. Holmes, CMO, completed Destination International's Certified Destination Marketing Executive program and is the third staff person to achieve the prestigious CDME designation PROGRAMS h3 A°4 ter • • Worked with City Council, City staff, VHB Board of Directors, and ° - many partners to modify the TBID assessment from 4% to 6% � - � �! • Clean annual audit with no significant findings . r • Held successful Open House in the VHB office 1 ; • Completed transition to digital accounts payable process VISIT HUNTINGTON BEACH 16 e d:'?^ ,c � t ` aH ">% n, .; z, ce i: M� „a : ' "- . , �i# .e-4<<a"sd i:y, ;*"a`:> se = r4 $ <Y `• ".. a.a-F"'. : , :4*ox„ aaa a : �':�v; . ia' " td : xS . r � '• qL�"fi: PROGRAM r .> ` �s a � aV v'" 1 " r � 4« x . t ffit<= - < .`f,. ., e .-, :ya -. . ,a k '.s a3a�.`da:.. ,y .aT. e'' ..t: ^ a �.om'..�^afN .x.v s-<-' f• s "�> <wy� Fo.Xi uL".""d.. <ai .<-'v F i, .3," •,:�.-,,�a,I� 4 i g ' ,fi . tz ,aals t.x.Y ... ji= ->.e <. -< .. s, z. . ..._ < ,a< .< > ",x: - ..fir� ', a ' -�'�a;�4� t-'��, �a '& fit, t` '' y 'J� 2 � � . <_ " � d. .. - ." <..,r',,, 4.. . - ... .: ",.g.n.S..a x, .h .:...<a `�," :,�> .,..r, w„as. ,' <., . -f.-t'� Z�'�k � , rx„ r4 �"� >�, ' « 4 'z;yam ` 4a? °,' � . 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''' •'' i-iii4iistiih-V10011, 1, .'.-:"'"-'-"I'ZI.'.•' 7'':'''''''-"''''''• localli l' iiiiiiiiiiitVOclits*t'404440i:''''"-'' ':Programs -/ j' deliveringtritItiiiibiiiiieliii44164000;0*,$00-041. t?.- •-., -:.1'- - '•'., 7•Irakrion 47thiiCed4i4ttlisidOW,#411014:1k40e.,•,...!,P3-. :..,--4400-140tigridhig4ife•.;iiitioto004,..004chs,, tt#:k.,..„9 ...... ...,.., ,.- .. • '' - ''• '• • • ' ifii- iktoiiiiin.',•ind04*.04,00**#V,•••• ••'- • ••----.-4-.,:, --,dti'.--ri041.660iii4144464,' •-.- staeltaideri on the role 0----e travel• ,-- ---:-- --... . ,• ::• '•, ,., :• --,,.. .i•...mi Brand.Promise „.•-•••„,,.,,..:.:,.:,7.•.„,:-'..,, .- ' ..- . ••• ••. •••••,,, . Tourism..,4 .,,campaign..„,ei;litiiiii .sxiiii)iy yif yo 6. i00t9,,ofiooployv914tv,,,,..,,..,.,,,•• 1: ,,,.• ..,.4, iteltikiP.CUSOPletM01,010#PMMA- •.-6'..•0i-oiciiiiiO,Oilioot, - '' • •,• ,......„impacts and ..„..„„• • .... . .„.... ...............„ ..„ . . • , •..•••!: rvito:..,,, 7 - --,,--,: ' --•,-: -zi,Viivmd,,ihem,t‘ofT0400.0,4V. ': •'' 7 fireiiiitifin..Orif*40143#40kk#411.9k5qt:9-T9•,-, --,,••-e-• the*44‘4114•,464.--.:-!'s '•:' - the-'quality 1•14010e restdeote,Oakt*io.Okipii0000f9r..:„...1 .,., ,. . 0.1)r.tiptmloe, ..2...„.9 •:q,,,•1;• 4- •••::' ii Tourism"-...'0Viiiiipf . :14104/444e •:' : ''.. 14.the' 10iiPrPrq04"-,-1$4•P99 ...,...,•••,q--:','•'''',.••••••..... .-.-.,4,,-;i1 • 4nik:thg39., --- 10 •.•-.• 'industry,-,--,•:'•''''' •''''''•': •:01'1 'to0OffifaSrailhks,'video,'4'. • ' -' ' -' " M..Tenti on litawithinfornio o„•(and...,„., .., . . ‘,..„ created tag*a,...0,.„....f,, ., .-, • . ,,.,-- -- eTaf teNette:br,tourism. •i helps..i.heriotpuiiislfilat,Opp014)30f101-.-,gV.:IP",r$4,..•:•:.:•.,„:: „7-:1-....;•.•••••,-iiiiit:Develop: .:,° .0 toli;...4,iaitrion"-.10i,fp140,*.hotoomiti and •businesses 411.4r. •- •'• -—--•,• • - ••- • •.• 1IfiitiC'.- '' ' • m ,... .„. . -...- .,.. _ . , , ,. , .,„ ,„• .. • ,. • 1 g VISIT HUNTINGTON BEACH • • . . . • . , . ' . . • • . . • • . • . . . • . . . . • . . . . .• . .. . .. , . . . . • . . .. • , ... . . . . . . . . • . .. _ • . • FY 24-25 VHB MARKETING PROGRAM E � � Ft1iY JsiJG StPi f1C1 t104 OLC JMU Lfl M.ift MIL MM lUFfi .• , Most of Visit Huntington Beach's f� �I ''' ' -I„ r� '' '' ' '"' 4'A':--'' marketing is focused on driving 4"4'*'. i�® I3i���isrlrlr� • ���� �+ � gigot------'=--- -----. ---::-----s- — --- - business during the hotels' "soft : '114181112 MU MUMM S � � I8 lei N IIr Iuna season" non-peak period MI (typicallyNovember February).* III<IIIiil1 �i� ®��1AIIII1 NWINSUSW�,- However, VHB s strategy also �I.M � ICI wrest includes com rehensive, full- F�inl'tdrJr �� m��� funnel initiatives designed to drive a steady flow of leisure and wi � � t ® A. group business throughout the _ ,4. year andother nola pea windows emu44-u,«roc i$_ i 1,• _ (example: mid-week business). s� s :' , `� .. f1.. _:.._ s � g h a � a< � *Subject to change. Fw': : -. s: III - T 11-4e44' ---:- glitiffilattgraiNSISINIUSNIWNESIMWMPSWatt, IlidelW,-EOM 111WIWINWIM: ::::080:0111: _, '*"74b4---,''- 4 ':',,,,4'71:.,'-'_::_: alvielinals mostarairini inn It;' r ® Ei® IN PEENi « 1I®Ii1INIME ili ilEI mtumwm.1 VISIT HUNTINGTON BEACH 19 FY 24-25 VISIT HUNTINGTON BEACH 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 NM WEBSITE& E-Newsletter Hotel Performance TOURISM SOCIAL MEDIA Influencers Video Consumer Sentiment DEVELOPMENT ' Geo-Location Tracking VR Content Airlift Reports Agency of Record Economic Impact RESEARCH - -„.. '` Media Buying Spend Data Visit CA Co-ops Forecasting Advertising Reporting Blogs , ° a a Itineraries a p. E-Commerce A °a Partnerships PUBLIC a a.a� 8 zg Local Broadcast National RELATIONS � � � � � Photography International ""`°' ®@ LEISURE Video Media CoverageM, MARKETING Events Editorial GROUP SALES E-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 • Site Inspections Group Sales Marketing VISIT HUNTINGTON BEACH 20 FY 24-25 MEDIA BUY CAMPAIGN #BEHERE #MREHB •The campaign will run November 204—June 2025 Flight OBJECTIVE Visit Huntington Beach's FY 24-25 Soft Season campaign will be a highly targeted • Laid Back Lux Traveler(age 38-57,$142K/year+HHI, No Kids) media buy investment developed to generate leisure bookings, increase web • Active Family Traveler(age 30-39,$130K/year+HHI; Kids) traffic to SurfCityUSA.com, and increase awareness of the destination, hotel and • Mid-Income Millennial(age 20-38,$114K/year+HH; No Kids) Targeting resort properties during the hotel needs period.The creative will continue VHB's • Markets: Drive Markets; Flight Markets;Canada successful#BeHere messaging targeting new potential markets while introducing #MoreHB messaging targeting those who have consistently and repeatedly responded to our advertising and have been in destination. • Cultivate Surf City USA Brand • Trigger Active Consideration Messaging • Drive Marketing Development(micro campaigns). TARGET MARKETS Top 10 response markets (in terms of click-throughs) are San Jose/San Francisco/Oakland area, Portland, Salt Lake City, Riverside, Phoenix, Seattle, Las . Display&Native Advertising Vegas, Corona/San Bernardino area, Reno,and Los Angeles. • OTAs&Programmatic • Device ID Retargeting HOTEL NIGHTS • Social Media We will use the FY 23-24 total number of hotel overnight guests who saw paid Platforms • OTT Streaming Video media ad at least 90 days before staying in Huntington Beach (15,890) as the • Visit California Fall &Spring co-ops contributes a 50%match benchmark for FY 24-25. • Broadcast(KTLA Surf Report+30 second on air ad) VISIT HUNTINGTON BEACH 21 r ,` .�?7 Rs a 6 E ae .. S`ps c �, Q E' E • E g-,• • __ _ h� E.: F E E • Mii 1€ IVI 'ETIN rLrE P E { k . E ESE � � � ,E (�€�EE ' � E E � � � n�€ €� � a i g LNEEF.Et, ��"��GENC'Y,C?F i, iC.RD €E • € • E .. r .'= r r • 's E� 4 3�3v ThrE RL f'� ''tiAg i\r#R�iTII IM T'� li S'trdO, 1 "t EER ' S "t d � • aL.. G,� €' Ey.'� t��� • �E�A�n`rt dS'€�€ ��z., 3'p TF-'`1r ��"s ,aa"F�c }��R. -y �y �' iqE �� ;' £i,„ � :.kF E EE¢, I;,,,n[E(P E "qL IEn"€ S AI CA PR RFA�C iAr r QZ4 C� Q eg,: v''si' '..,,� ' Y ' , ..,..m50, • E E E EEE E €h€€ "� xi:li�d :. t P hd. 5,,,,,,, �E 6. � € �E E� `� � .�" @ e yE E � t k •S URF CITY•",.••• • US A• ;; ..... S(P Y fah ,IJN. E RE �, ; gCSf Ci,,,:,..4:v.., ,,,5f,,, ,,,.;; .;•..,,,,,,, ft .. „.„,,,.,,,,• �f f.EER ---) I . . ., �' ,.„,i4z-Aii.;:;•ialit.:4-E; :ii, :,, • . ... „„„.,, ...,. .,.,,,,,,„<„, . . z • aiNilit URF CITY NIARAI'NON • ,,4 1'E ,', • �;' y, �mAR K ET i NG liit-' :: •, ;', $Ei PACT FJJ, i RS$ w ▪ L `[Ey'nRh E €€ E 1 C a ,K'$ • .r F y 2411025 ,�� � , E<,a ,,, €€ � 202�� 'C1,PtN t < URFI +.t"a - F. ��E. E __,1EE E€EE E E{{��`dC�k t, Y P 3,k �� �Y�, 'rA€ E SR�ii,{^�b� ',� � �€({. � �� '`S,°van• a�ssy, 9` ..: ���s�„y� E - 'F�',� „E ,, � .E key li +��1Ilt 2Q24EISA'�PAR FiNG+�AiVIE EE �������(( ���������` E � { A BUR _�� � � � �E� $ d E EE ,,+r0Ef i,: ■!©YY ©` I FIQ LQV �Y�• s x"": ,„ E ,n ..: .• VISIT CALIFORNIA SPRING2025i:Ct OP E • E R 2t125 H NTl TON BEACH T©URISM SUMMIT j €F �P� a3x� EE c>L, �' r 1EL i E E . E aE� a ,. --' .z'� -s i at iE:�&fE EE €€"E a - z E ' R F L L Pt BLIO RELA I I S. E� � •° UK PR AGENCI .. , €�, • SEE TOURISMDEVELOPMENT IEEE •I ... ♦.• IpMM 2u4p �f.L . €` F, �,`fh E ACC °RAV E VISIT HUNTINGTON BEACH 22 h � E !ilia• 1 i E T r r SE E,E , q.. €: r 44 lr{E 6 � E xf E i.E EE . • IIVIEX AMERICA i - E°.. E P l PREFERRED PARTNElRSHI P5 6E ' EEh E PRESTIGE GLOBAL ,` :� W ' MEETING:SOURCE GROUP • HELMS BRISC • HPIV GLOBAL s �, r S L E CONFERENCE DIRECT u E ' ,,,,,t,h,,,:::::, '.,::,,..,,,,k,,, r ( € E EEE EE € L :' r.�,. '�. ;,., ., Fes ,,, E.. ,E �{E CALtEORNIA pMO ,ALLIANCE E `€ Fy 24-25 E .,-,.,.•.. .,,-;:,::i-:.7.,::::.:.:: :::,;,::'-,:.,"!;:,::::>'.:?!.q",.-i••,.,„":::;:•:::,:.':',:7::::.i.E!;,-7,::-il ''''''''''' ' ''' ':: ' • • IN-MARKET CLIENT EVENTS . r � • ..� E Y E EE ' • , GROUP SALES MARKETING CAMPAIGN EE r • 7,HB COLLECTION REACHUWWIDE FAM IN CONJUNCTION WITHE THE PACIFIC AIR ESHOW 1'E _ �E� r. . E VISIT HUNTINGTON BEACH 23 rs� E : z s '? aST' s yq a s n '' E a "�yT� c� `°'F y ., v� v,E ENI.€E € E ,,x O re�E E E EF s d � E�` z sPT, .Es � E .n m � � .E .w"� E E E �.3"t"@�A r �. - i EEtE�i.4€ .,; ,I; .. - y x.'e . .zj E E''bU E �'• ;1 5^ 7` E'' E r' j j.x E E SEE €€ , 1,C�k, C $, € Eh E Ed e, E EEC E E'C`k� Wk ,I E F ,P Er€N1,: PR ILAMS 2 E'' .:FE r 3 . � :: • E &V ITQ"'R {E4(��"CE J' .,,. € lE {s€6 3 ', 1 ,.:' � �. z y���E�`�EiEEEE';,Ej1E r�:�, �I ailt��' ..^ �E d:,�z hE: 4nEa `I€€` EE�;i�;;,,, ''4 EE€� R:: �y' (Gg .,.& IE V 11 TOR _ _ & [7,;:..-..,-,....f.]-,... ,..,......-T....,.. E €EE E ESE€ ► s � E % Q EE• Tr �V N,:r.R: U ,J,d V r v � TEAM SURF CITY USA® VO NTEER E= F ,' .. E Edy�� ESE `1 :? a pA RTN a PARTNER EDUcAT1QI N SERIES ,. EE j(;{��f Q' � c'�v ro�. E ixiil ---'-- 1€1 E x.. . €,. s F r ,E,,,,,, ,.. .,, ,,,:„:„,,,,,.,,,,,,, , ,,,-,,-, FY 24..25EffE �`EE`.`_b 4R E:. .� ,- � ;, � • �. 1. „,„, ,,, E '. e €.:.:.. , E, !'�"��"VCNT:.INFQRM '�i■:B OT� . S �E� E E E E E�hE i lAilt,Ec{ x``a�� ti 9E [, SURF CITY US IFT SNt�P ,,,.„,„...„,„],,,,,,..,. . L � W #YFINt II G PRDGRAM E € sue, �.E aE ' i i .'' ., ....... .. '. �, . L 'EEC $II I E . VISIT HUNTINGTON BEACH 24 E r5-2i::7-,--'!.;- ,1 2E P �Y��M !-. - EE ,E E E&E '. . ;• " €E sE€t '�' a=s ,EAR ; V ,�ss TRANSITIO I To NEW BUPGET SQFT FAR'= '' E • € , € aE f �. S. � R TER Ems' � FRF H E' ,E€ ,E,r4 Y h ,�' F / E E s E (a€ €EEE�,€ txtf y� €•. ,EE:;:;..` €'OFFICE REPA"IRs AND CAPITAL IMPRt VEMENITS `.` -F' ,€ C E(E E E.EE€ • € d € €F€ '�` €�€iE •• ... i a x '.% dam' �, :,, * ,� :FIREDUPI CULTURE TEAM•BUILDING ANDycU1T14RE U�ItVE ''O t € ARE _ . ki. _,,, • ,` �`�€��g�r�E f�'��( � f' mot. �• :z.� € '' DVO CAC 1 TIC ��� AQTIVElY ENGAGE UIIITH LAWS IN PREI�A,R�►TI©t�I EC�R���5 E ` ES E .. QI . MPIC GAMINS k € Fast (E E`{i E( �`F€ R : e N` E Er € �s -a( t33,.., t E ,..,' t' R E IE E €i . E ', s `. Vi Et , rcE[ ,€E r nn , 25 ® •TARGETED MARKETING$V PPRT1I FOR U OPEN QF SURFING :�, k PA.CIFIC AIRSHPW AND $IPAR 4 SURFING CHAT PIONSHIPS ` k xE Ea €i(E a^kq €e€ate `€ :nk N'a .. .r`�r �u,� .� € [ x,I :: , FY 24 ��SUPPORT E( R COMMUNITY EV AND t JEA4NI•ZATIONS;SUCH AS ISM, �4MBER EVgNT INc . 4ING ECrJC MIC DEVEL IPIit1 ENT Ir C'NFEIRENcE,SURFINGWALK Q• F FA LIE,ANI € PIER SN©W.FLAK. `1 F CQNTINMED E AGEEry ENT WITH ELECTED REPRESENTATIVES T9€ , '_...._ KEEP 1j V Lj `Q!E TOURISM IN HB_Tt' P OF NI#ND 6. E C* ¢P ae�1: � � i. VISIT HUNTINGTON BEACH 25 • VISIT HUNTINGTON BEACH FY 24-25 BUDGET ... .._ _ _ . . . .... . .. . . , , _ . HBTBID:Reporting Year EY 2024-2025 t � Ir E p,iuz;^M �Yv i�,a" w;tv .� ��' 7m , 4,'1 ur �� . --..: • 04-1!,- - � � ` ' � k v�.. f «.I ' 'S �.� �f7.H `a• .a:a�, � .::: Wi � u ,^' Estimated TBID Assessments $10,6r93,4 . `, t ft „:,-. . . .. ...• ,ate. ,, �4.sA...„,,, .,euLU3 r'-'17'7 l 1 10B33,686TotaRevetue� .., , a Etrrryoverfrotr uio ea of - 45641 se . ▪ me i 7. .., ,. , ▪ iD Expend ur ,1 :x''4•".'. 0 'K y w3.,Y y B '` ',,7,%,.,'-'',',',,1•',,''-',,'L7.,'..;'.r1.,i;fr.,,',:,,;,•'..,' egory•(% �^,, mA TBip Cat ` r 4 E Sales 1d 7 $7, 78,171 71% #'�YFits fi o aF3:�:d�..E ���"'`-�5 r F.��l � .J i,u621 7 *, ' -- �'f° ,r0% b�'` - '*y�{ '.":-Iiir.-a. �`: ''' /,,�. �+�, .t t 4a' ,ice s m ration $1,959,838 1$ s Oa i ,� 5r. ntin a cy� ese @ e /00 �S W V ,' 8 t4 0. �' a£ Ain'. .*l.,2'31' b n 1, 4a; - ° �m. "" i a• L 3>`^^E, r IOtcl• i .:x (litr~Ires - - f Yt 1 .. d v, � ..22,CAV.- x,1,,, y�'4 . • • 4 ...�,,.6 ..w4�£ �' E Rb - * . ,,.,...'.,,.W.. «.......... ..."as:w, €r. ,,, »..„ , .>"awx.. .�:.s ,4.„.._... , ucZ:g5" . u- w4,i t, 1,..:: 3X�L �$ ,_ tw k - 1 t .. n r" f • ''' _.H .Esm n in ocibtoS 4., ...uv._ :" 4,0* x.3a, I w� ,:.a�a...... .,......te,. * Estimated TBID Assessments includes the 1%admin fee retained by the City of HB.Total Revenues does not include a rollover of$456,000 from FY 2023-2024. VISIT HUNTINGTON BEACH 26 PROPOSED ADDITIONAL SALES & MARKETING PROGRAMS WITH TBID MODIFICATION With a 2%increase in TBID assessments,VHB forecasts an additional$3M in TBID. This chart provides an overview of VHB's FY 24-25(and beyond)proposed programs that would be added to existing investments with the increase in TBID assessments.This chart does not represent VHB's full program of work but serves to highlight those key initiatives that align with VHB's new 2023-2026 Strategic Plan and some of the City's Goals and Strategies in its 2023-2027 Strategic Plan. $2,000,000 GROUP SALES($1,039.000) $1,000,000 • Trade Shows(+$150k/134%) • Paid Partnerships(+$104k/184%) TOURISM ENHANCEMENT PROGRAMS Familiarization Trips&Site Inspections(+$look/934�0) • Wayfinding($SooK) . TOURISM • Pp • Walkability and Connectivity($iSOK) ENHANCEMENT • New Business Development($300k/new) • (Hotels to Pacific City and to Main Street) PROJECTS' ) Marketing&Advertising($105k/171%) • Temporary Beach Restrooms ($75K) • Booked Room Incentive(+$280k/122%) • Ambassador Program($38K) • Accessibility(Dog Beach Mobi Mat) Wm) GROUP SALES MARKETING($961,000) • Bike Valet($20K) • Soft Season Campaign (+$600k/150%) • Removable Light Poles TBD $i • Visit CA Co-Op Campaign(+$50k/33.3%) • WiFi Infrastructure Upgrades TBD MARKETING • Expedia Orange County Co-op Campaign (Q4 2024 and Q2 2025)(+$50k/100%) • Improved HBISM in preparation for LA 28 TBD, • Paid Social Media (+$25k/25%) • SEO/SEM (Paid Search Strategy) (+$50k/100%) • Content Creation (Blogs/Influencers)(+$15k/50%) • • Travel Agent/Tour Operator Trainings(+$20k/110%) ■Group Sales •Marketing ®TEP • Agency Representation($25k/same level) • Familiarization Tours(+$65k/30%) • New Business Development($20k/new) • Accessibility($21k/new) • Short Term Vacation Rentals($3k/new) All proposed programs funded by TBID assessments are approved annually by the VHB Board during the annual budget process and must •adhere to state laws governing these assessment expenditures. Film Commission($17k/new) 220 • VISIT HUNTINGTON BEACH TOURISM ENHANCEMENT PROGRAMS .� :xa�.\..r . .�x,�.a;:.,�_.,.=.. ;"i'.::� !� ,c>�-; ";3.:N;;..S`a,per.^".3ce'.:- ::� ��'a�,. .' +�..-.. .. .:=��,>. ?;,;y�. ..,. � �'�-'�.. ,-�..�::�.� .�-? ., ,;•�- ;e��t',,�;+,i'a-,cam, ,,F >3a,...�.:.� `�'��s; "s. , 7 v5i\ *��Mafter'Sigt -Fa fr1 .tio*A*+fE7 74 �§s 4 � ,[f+lu: r. W1 vehhii iIar a;rect final, , >r • R� � t o •roan °a rr F y ` AIM/�i�fazadi t �� °• , 1 t i to gve ,7 ���I '--. - thuI€ty caf i t l ac�c t� R to M ` ra `, -„,-`Ra sc nai iea�4�r +t u� , �tv at .F ptar nc dew+ ` font �+ . � a fit' �` -w aAlli"� rai' r ]ViW t 'tx i�} {. '��{E €ki' w a a ` ' tea+i '°,``a @ "5°s`M` ,.. <S p .xx���" �nbas adorI,. rog a ,„ b'1 rai1--;4 st t p --,..,.a.' OW w Am J!roora�r .�a pp enwnt nig t n Asgtt� `� e e: � pfta e Mi W �£ fir;,.,..• Y , , . , i k ,. '.:. . "ice ` ,. nm. .s pat ---�iy mobilityand,a tbv., y b� . 5 ike,:Va,et: ..��astructure bragging and markbtltt + ; 3 �� 3 Crider-N&€'Ie` , w e -> „--m--..7 .>.., fp l ir .. r �r ;� 61 h rlesat b ah s ntin vi4ture o A a -,e €fie .. > .„� Zf•gym % atra#jan� rou£ p> 28 VISIT HUNTINGTON BEACH HUNTINGTON BEACH TOURISM BUSINESS IMPROVEMENT DISTRICT (HBTBID) axe The purpose of the HBTBID is to increase overnight room sales with targeted marketing and " promotions.Funding is derived from assessments and revenues collected from all lodging ' businesses, existing and in the future, available for public occupancy located within fisr the boundaries of the City of Huntington Beach.These boundaries will not be changing. Nr to elt As of July 1, 2024,the assessment rate is 6%of gross short-term room rental revenue.This is separate from the 10%Transient Occupancy Tax that the City collects. Assessments fund g marketing and sales efforts to improve tourism and drive additional room nights to the k ' ° d ItUtne(( sr lodging businesses.Assessments also fund Tourism Enhancement Programs that were Pv"•$ ' identified and agreed upon in collaboration with the City of HB to enhance the in-destination . experience for both visitors and residents.The HBTBID was renewed in 2019 and runs . through June 30, 2028. .41 ill Visit Huntington Beach(VHB) is a non-profit 501(c)(6)organization that serves a the HBTBID 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. iriamsej VISIT HUNTINGTON BEACH 29 Nz "1 s ' r--1-- 1 . .r1•, : ,..: \. , , ,ii.SVP0w7.'::'' f,..f.i r 1, r t tl w%m •bra b A� ,i 'mY , . Z r Ste. �. stwrm, ,Y. A � �. �'' e '✓e8'lvn^-ram; W ., ,y' @` a.,.« m a' a b- am w'x yam", ri �..„ .:�& VISIT HUNTINGTON BEACH 30 -.. -#.41050r4oriter- . '....-,,. .4011,,H. . ,. Air , .:„. - — -- ...as.. .. .- . .. • ... . Approval of the _ , , . . , . . , .. .. . . .:, .: .. :.. „ . . . ,,... -,-.., „„6 G ,.. *,...:, ® ,��*166�''' Huntington Beac � Pt1R . ....cp-: .%-..,., ..- ',.. . - 7.1k.(.,,40'0._ .' \r • • , Tourism Business .., &BP.. , '-•-, --..,..„. • .., ,C., ).. Improvement District <fir` ;.. .. , . . . . - ----.. . _ ,....„#,.. • (HBTBID) FY 2024-25 - �� .,7„,„,, ,„_,,_ ......: ...._,.. ,_ .„:„.:...._, . licr Annual Report ,,,k, .:.. . .---:- . 7.. .. ',-,,e7,,l...giO''.7.-..,.-4-...2 )11/>/:-0 .-'7"1!**,. .'•,. • • .� . 44"*„. ' .. rs."'.407, "..:1L1.. -:. . . : '0 ,. it ,..e,, ....... , 1, 1.-g . .1?0 6 „... ,.., . ,,.. ,. . ._ . : :, ..... ,:.: :._ ..1., .. , „co ._ OUNTN October 1 , 2024 224 Background tiNGT • The HBTBID was formed in 2014 pursuant to the CA '`' Property and Business Improvement District Law of 1994. ° • Its purpose is to increase overnight room sales through 9°p.0 .9 targeted marketing, public relations, group sales, andU7 ��� tourism enhancement programs. • Funding comes from assessments collected from lodging businesses in Huntington Beach. VISIT • The district runs through June 30, 2028. NTINGTON • An Annual Report is required for City Council approval BHEUACH each year. SURF CITY us6 225 H BT B I D . ,r,„„,:„„„.„„,„,,„:„,,,„„,„:,::„,„,„,,,,..,,:,,„,,,,.,,,,,,,„,,,„,,,,,„, . „.„.,.,..., ,,,.„,,f,„..,,,,,,,,,,, ,,,,,,,,,,,,,,;,,,,,,„ . . . . , ,,,,„„,,,,,,,,,..„,„:„,,,‘,„,,,,,,„,„:„.„:„„,,,;,:„.„,„,..„,:,;.,,... :.,„,,,,„,,'113,Pi,,,':i. ii-u4ig',:i0 A. • The HBTBID consists of all lodging t z . K �' g� iu' 2�" ��'-** ,,A. s�; � Via, ��¢� � . ��`�� businesses within the City. :* e ¢o -; x • 21 hotels/motels {p 4 • Approximately 200 Short-Term Rentals (STRs) ` ` 4 « f � • The assessment rate is 6% of gross room iPtii.N4-1-'''-'4,::. , , .111. ..,... .. .111114:41.tox,,,,,i;::0,....v„, ° � �ir . rental revenue for stays under 30 days. �7 w ,� '• * aka ;0 , . fi f rwir is ,,..,..,„,,,,,.,.,„ • Total assessments for FY 2024-25 are z ,e expected to be around $10.7 million. -1�� � •: R ,t/ s g. 1 yy 'c, • The City collects assessments monthly Ne , ,A. `'._ �' z `"tee 6 l:,?' '. from hotels/motels and quarterly from ° ,,,, ,a , - 5� , � 3 STRs. . it 4Y' °F 4 1,i �, r Q , s-• { o A ill- 44', dft^,» l : ;;S;. _x,. ..._ ..�� i• ti;; a„�yw ::: ».v'�;e;4:4lLP»az r»k�'�yt�.•.... ,»w,...-' 226 Beach Visit gHuntin ton .,,,,,,„x„,:3,,,., . ,„„:„.,„.,,,,,.,,,,,:„.,,, ,,,:,,,,,,„,„. „.„,„.„. ,,,,,,,,..4,..x.,,b1.,„,„,,,„.. :,.„.„,,,, 4e • Visit Huntington Beach (VHB) is a non- .501 c 6 organization that manages �, k� 'i the H BTBI D. >, 3 r • VHB is responsible for implementing the � � � programs outlined in the Management �� i r ' b a sa .. k .¢ § '„9 Gt .fir s District Plan (MDP). M e a .s ate,.. ' ,9` :-�� 6",.�v, FY.s • The City and VHB have an agreement to ,efr o a 8 M€ manage the district's funds and activities. ( q .1m'�yx„e-t 3-ai +.,& ''3w k E 227 FY 24-25 Annual Report . . . The Annual Report is required by the Streets and Highways Code and must include: s,-,1*� �� . ,,,,,,11,1m0,-,,,,,,,, ; • Any changes to district boundaries or classifications. ANNUAL � T • Planned improvements and activities for the upcoming year. . , sWx. ; ;� ,: - —• 'rY: �. `e ms ' " r, =""xt'w ^, TB e »+' • Cost estimates for the proposed improvements. F w . • The method of collecting assessments. sa ;' oz ' x. ri °j, '$ . • Any surplus or deficit from the previous year. � � , ' � ; • Contributions from other sources. - 228 • FY 24-25 Work Program (Strategic plan) . • ,.. _. .... , ..,,, .... ,, .... „ . , . . ., . .... . , ,„,.. ... ,,,, orivtog Global r..M!Awarectoss Entoancing.estination kxparinnce Programs thatincieaset`hevisif+hl'41#4 tingtonBepch ndthesurfCityUSA b`randasthe , Programsthath pensture l(ttheplaces to eat,shop,play,aridstajin lupnngto n¢each are+enjoyed 'y `' quintessential Californiabgkoside"rxpgrfenceby rati,icalivtargettngkey iR v�eltrade rn�tdent;andvsdgt ahks endthtatthoseexperipiicesare;fun,unique accessibl,memoratlle,end meeting plenners,and leisure and business tiavel markets around the globe to increase,overnight Cnspleerepeat:vfsitation, visitation visitor spend andevenfslgrpuplmeeting .. .., ':ta Develop outrerch and education to enhance customer sej eke fur all vlsitor incIudin a: LaunchsuItseasgon'campaignhfghlightingH$diteatydepllarsofoutfaors,w4i4€ssfamily,: international and accessible communities. ectivesparts,dining end shoppingas*icro-campaigns designed to encourage visitation and': overnight stays.LevetageVisittAs P.RoadTnpse kidafornia",and,".tglienatePlaygro •und'. ; Develop and launch accessible travelmaikettiainingandhatelbookingenginetoolsto =,themes c enhance full-funnel experience for travelers with disabilities: . r: Promote2024ISR°World Peru Si ngChampionships fU Ne2o24}' 'a Improve e0ebilttyitoincreasethgfrequencyofbrioktigggieepnasandspecialisverit;'in Huntington Beachwit icontinued collaborationt with.Citystatf atal �: • rs5ye t Fp#rr a creat agency of record. K. `Participa Intwuf�E H a esttt de s 1M 2 4gl tpWa R 5 :t o-ool pMeih$rl ft lh a¢ro atroiYLfl(u+�tlwo i>,atlrmo4 t YBktt a Work on VH&'sTouri Enhancement P ojects and coilaboiete +ith the Citi on their alignked; y LaunchshowYourhIDEu-ar20 ..%.farnpal n. enhancement'R.roject;withresidentand itorbenefits •> `t.everagethe---'.CupandLA28toexpanld.globafidestiiiadoftbrand;.awirenercdutlsecure iffalte ctivations.s: championing She Wine of Tourism Priorai iing ton'tzaiionai Effectiveness and CuiiE xxe RrogramStKatedigiliei st4iii Oisiiiiii`localtiiiiiiiii4s govammen �t*MciAl5ndc9mmunitlr pion—iiiitiiat:epsure isitiiuntingtor:Heathfs:Oiitiai:sc Cei5olteiailOk toptirria`4iientydarr _es µ stk ilelialrleisantlievital'Tole:ottlia'.travel&.tourisiii:ti'ulustry`andproviidea` neater-'iuiderstandirig-of' Hutitingtari9eachsdestliraponmanageirietitnrgaitization,is'consistently delivering on its Missiota'Vision itsimmpa�iindbenefitsand aBran'dPremisetoviitors ndresidents. ,., •'. ValueofTourismCampaf tCo trtlireemplifyingir8 sharerofi mmutllhtvoisR ransitlontonewkudgetsoftware 'includngthe�m4040.s j�iatTourismDuilds°C{ommunity,andIhekeyroletougsmplaks` «Ρ3 ns1fia4* SBank 4. inn imptocing tb,.quality;ofliieforresidents iefain revenues gen err ted fur the communit • iarc(ip�mer(Partner)Sentim entSuurvey and the jabs thevlsttcrindustryilresildesandsupporls''tialueofTerri mzlandingpagge' • tlreifli culture:Survey createdtouseasatomniunlratfanhuhwithinfa(niation(andsoonin`.,,, ,d ,,viideo,and .• .i(1-4 apitalimprovement #ndmal nnnce oiliertesoui4tthatsupportsandhel"psdrivethemessageofthevallueoftourism <r . omPiuterleaserefresh •' Develop annualTuuri4''.0torumtohyelpresidentsandbusin .gaina r understandingoflfir, ocaltouris iri' uslly_e 229 HBTBID Budget Allocations • . .. , „ . .. . ,. . .. . .. . . „ .„... .... .. . . ..... .. .. ., . • Budget ategory X 23-24 MQ * o FY 24,25 °� � w�2 . oesMarlketin '�Y k&, e 4. t ��� �r ern°�n pan e� ��r �Q� � 14f. .,m,c..,.ay;.»..; x-...:.e...,:«_ ..,�..<w„A,.:,...:.. .w..sk.::.:isM3 : Er3�.wS+1fi"s<2iu:'�'"'%„°•�•�..-,..M�;-`ix��.a,..:"i �t.. •' ..a.....„as„.«-",..,a...a.:............:...M.,...i...oa„.aas...:3«m��.........................-•............,,.....«...w;.u- :•... Irs '-...,, �:.� ;,e�;. .,�. ..n-,.:..e...�: �.6. „r,E..�. .... 's.......... .u%Zk. b^:r��' n:.�",, rd.�.�..�s-:`�- ��.`-N"' ^S • m:E•.' ;',far, <,.�. isStra .:.'»•._ .: x.�� h... ':3 a f. Cortlency�leserve 2° , :...�� :F:�»2:.N�r-,.�, .,'.� ..»3 �• .;,:,.�r: :'„ �--� :, 5_�`.:A.- .:�- .. � � .v�Ya-&^af' �"Ii.E�k„r:.t::ta:;",,:Fi,�'.h "F�.�;� :1' "- -'� a.: iR. t min Fee -- , `� :. Y $a ';a»: :1 € �,,,, 4 a § si tttc 'A ,.` :. tr sk' : -zv- x: € h fr -b. -..-g', °' II:.&i x Yam. �� :. ON �'`- ..............,. .���.--tea ,,, .h Estimated�T BtD' ssessments ,570,979 ; XL,',, ,446 *The Annual budget shall conform to adopted budget category allocations per the amended Management District Plan (June 2024). Additional funding from non-assessment sources will be allocated towards Sales & Marketing per VHB Board direction. 230 FY 2024-25 VHB Budget .. .. . ..... .INCOME . Este1,4 rated TBIQ Ass ss lel is $ `10.69144 Retai(,� 1e A alkirigirt)•(4`SAID Jfl J I m - 140,25© Fsti ‘ .F 9r,rarn Previous Fiscal Year4 TOTAL NCO KME 11,f289 69 . .EXPENSES , , , r Sales �Rol �" .�s A i z ip a gzi % a SE 1i 1 _,., .,.,.:.:.ems_,w...,�_.�._ � a �. fi irk menhancement.Prc ams $ wIAdiTurustratipnr 8 8 2 �W+'... ^�....�.f.s. "...a..,...�..,.z.....,::...:....B�4xaw...xw:.? °.r, d 1w�.st, 1 ��a'��°Mw �'9° `£Sx'z.':.a ..f r R i ' ,14 147, max` • ;' 4 31' City°Col1ectior..i Costs .�9 M._.-:_.._r.F ,..'. - , max, - . 'Fg 4 Y, ,, , ,�, , TOTAL PEN E, 11,5�#A',805 231 Expenses ,. Planned expenses for FY 2024-25 include: ° _ __ _ . 44''''' • Sales & Marketing: Focus on campaigns like #BeHere and #MoreHB, influencer collaborations, and promotion of HB as a f meeting and event destination. ' FW I P' 'a �.4s a ; _ • Tourism Enhancement Programs: Projects like improving i x _ - ; - r, walkability and accessibility, adding temporary beach e6 � �.*. 1/14 f% _ restrooms, and surf museum upgrades for the 2028 Olympics. • f- , - 1., • Administration: Includes advocacy efforts, legal, insurance, and °• + ii�' office expenses. ° p . • Contingency Reserve: Provides financial stability forAFA yf : . unexpected expenses. g: a if , - ta tit" • City Collection Costs: Covers the City's cost for collecting s assessments (1%). � ° 232 Recommendation. • . . Approve the HBTBID Annual Report for FY 2024-25 �� '�a,s•3.a-��. 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