HomeMy WebLinkAboutReso - CC - 040-2008RESOLUTION NO. 40-2008
RESOLUTION OF THE CITY COUNCIL OF
THE CITY OF BURLINGAME LEVYING ASSESSMENTS FOR SECOND HALF OF
THE 2008 YEAR ON ALL CATEGORIES OF HOTELS IN HALF MOON BAY IN
THE SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT
WHEREAS, pursuant to California Streets and Highways Code Section 36500 et sea., the
San Mateo County Tourism Business Improvement District was established for the purpose of
promoting tourism in the District through promotion of scenic, recreational, cultural, hospitality, and
other attractions in the San Mateo County region; and
WHEREAS, in December 2007, assessments were levied on all hotels in the District with
the exception of certain types of hotels in the City of Half Moon Bay because Half Moon Bay was
working on completing its local economic promotion programs; and
WHEREAS, the hotels in Half Moon Bay requested the District to assess all hotels in the
last half of 2008 in order to once again become full participants in the District; and
WHEREAS, the Advisory Board requested the City Council to impose assessments for the
second half of the 2008 year on the four types of hotels that were exempted in the December
assessment process; and
WHEREAS, these hotels would only be assessed at one-half the annual assessment under
Zone B assessments for the year 2008; and
WHEREAS, pursuant to the Streets & Highways Code, a public hearing on the proposed
assessments was duly noticed for May 19, 2008, at 7:00 p.m. before the City Council of the City of
Burlingame, at the Council's Chambers at 501 Primrose Road, Burlingame; and
WHEREAS, at the public hearing held at that place and time, the City Council received and
considered all oral and written testimony from all interested persons; and
WHEREAS, the City did not receive a majority protest pursuant to the Streets & Highways
Code as to the assessments or to any program or activity proposed for the District; and
WHEREAS, the proposed assessments appear reasonable and consistent with the ordinance
establishing the District and the underlying State law, and the assessment basis is within the basis
established in Ordinance No. 1648; and
WHEREAS, the proposed services, programs, and activities of the District are consistent
with the ordinance establishing the District,
NOW, THEREFORE, the City of Burlingame does hereby resolve, determine, and find as
follows:
1. Written protests to assessments, improvements or activities were not received at the public
hearing that constituted a majority as defined in Government Code sections 36500 and following.
2. The City Council does hereby levy an assessment for the Second Half of Year 2008 on the
four classes of hotels in the City of Half Moon Bay that were exempted in the December 2007 action
to pay for services, programs, and activities of the District.
3. The types of services, programs, and activities to be funded by the levy of assessments on
businesses in the District are set forth in Exhibit "A", incorporated herein by reference.
4. The basis for assessments for the Year 2008 on the four classes of previously exemtped
hotels in Half Moon Bay are set forth in Exhibit `B", incorporated herein by reference.
5. The assessments for the Year 2008 on hotels in Half Moon Bay are set forth in Exhibit
"C", incorporated by reference.
6. New businesses shall not be exempt from assessment as provided in Exhibit `B."
1-h' 0,
MAYOR
I, DORIS MORTENSEN, City Clerk of the City of Burlingame do hereby certify that the
foregoing Resolution was introduced at a regular meeting of the City Council on the 191hday of
May , 2008, and was adopted thereafter by the following vote:
AYES: COUNCILMEMBERS: BAYLOCK, DEAL, KEIGHRAN, NAGEL, WMAHONY
NOES: COUNCILMEMBERS: NONE
ABSENT: COUNCILMEMBERS:NONE
U1EILES\Hote1Bid\2008 Processes\2008iadopt-2ndHalf res.wpd
2
TY CLERK
EXHIBIT A
SERVICES AND PROGRAMS TO BE PROVIDED IN 2008
San Mateo Tourism Business Improvement District
1. Generate Additional Group Leads through:
a. Participating in over 50 trade shows, putting word out about San Mateo County
b. Hosting receptions in Washington, DC, Chicago and Sacramento, and Southern
California;
C. Conducting group "fam" (familiarization) tours for meeting planners from the
Midwest and Washington, DC area;
d. Targeting medical and incentive markets and conducting mail and sales blitzes in
those areas;
C. Conducting multiple individual "fam" tours for planners as well as "site" visits for
planners with possible interest in the area;
f. Further penetrating the military market buy conducting "fam" tour for military
planner group;
g. Hosting a "fam" tour for religious meeting planners;
h. Parlaying existing accounts, (e.g. California Farm Bureau annual meeting
contract) into related -industry accounts;
i. Increasing our marketing to planners in the sports industry, continuing our work
with Stanford University's athletic directors and other area universities, schools
and specialty sports groups;
j. Conducting numerous targeted mail and sales blitzes, including two in Chicago,
two in Washington, DC and two in Chicago;
k. Using testimonials to recruit additional planners;
1. Enhancing/updating trade show booth decor and marketing materials;
M. Increasing memberships in organizations/attendance at meetings with key,
potential target visitors;
n. Enhancing advertising in publications/web programs aimed at meeting planners;
o. Creating additional specialty guides/promotional pieces aimed at target market
segments (e.g. golf, culinary experiences);
P. Continuing to make contacts/build business in Washington, D.C., Sacramento,
and Midwestern markets;
q. Continuing efforts to focus on new feeder markets for discounted airlines into
SFO, including Boston, New York and Calgary;
r. Continuing in-house sales managers' focus on corporate, SMERF markets;
S. Hosting "fam" trip for Sacramento planners;
t. Broadening outreach to fraternal groups from Midwest;
U. Targeting agricultural meetings;
V. Continuing in-house sales managers' focus on corporate, SMERF markets;
W. Creation of strong presence with tour and travel operators through conference
attendance and ads in targeted T&T publications;
X. Working with SFCVB and "Team Japan" to secure time on San Francisco Bay
A-1
Area "fam" trips for Japanese meeting planners to tour our area;
Y. Enhancing advertising in publications/web programs aimed at meeting planners;
Z. Continuing investment in Travel planner publications and distribution of editorial
to same publications.
2. Generate additional individual room nights -leisure and corporate -by:
a. Contracting for PR/professional ads targeting potential customers as outlined by
research;
b. Continue to place visitor guides in California Welcome Centers throughout the
State to generate drive traffic;
C. Participating in multiple travel writer shows, e.g. Society of American Travel
Writers and National Assn. of Travel Journalists in America;
d. Continuing to generate multiple editorial pieces every month for distribution to
several hundred publications per month;
e. Continuing to respond to all California Travel and Tourism Commission leads for
editorial requests;
f. Hosting annual group travel writer "fam" tour and numerous individual "fam"
tours for writers, editors and photographers;
g. Updating on-line individual reservation service to go directly to properties for
reservations;
h. Creating additional collateral and marketing materials;
i. Continuing ads in travel publications which generate the greatest return, e.g.
Sunset;
j. Continuing to subscribe to multiple travel writer "lead" services and editorial
calendar release programs, responding immediately to leads and calendaring all
scheduled publications for follow-up;
k. Continuing to publish specialty guides/promotional pieces aimed at target market
segments;
1. Continuing to work with SFO, CalTrain, and BART on coordinated marketing of
the area;
in. Continue providing links to members' properties on Bureau website.
n. Continuing operation of Visitor Center Kiosk at Hiller Aviation Museum.
o. Continue Culinary Destination program with San Mateo County Farm Bureau and
San Mateo County Harbor District.
Use Film Commission to Enhance Area's Image and to Generate Room Nights by:
a. Continuing monthly "teaser" thumbnail photo emails to location scouts/producers
on various sites in San Mateo County;
b. Continuing immediate responses to California Film Commission leads re: specific
areas sought, finding matches within our County;
C. Continuing to attend several film industry trade shows to give producers an idea
of what we have to offer;
d. Continuing to build photo database for outreach by Film Commission;
e. Proactively contacting key location scouts and producers to offer assistance.
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