HomeMy WebLinkAboutReso - CC - 078-2007RESOLUTION NO. 78-2007
RESOLUTION OF THE CITY COUNCIL OF
THE CITY OF BURLINGAME DECLARING ITS INTENTION
TO ESTABLISH AND LEVY ASSESSMENTS FOR THE 2008 YEAR IN
THE SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT
WHEREAS, pursuant to California Streets and Highways Code Section 36500 et seq., 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, the San Mateo County Tourism Business Improvement District Advisory Board
has filed its 2007 annual report and requested the Burlingame City Council to set the assessments
for the 2008 year; and
WHEREAS, the San Mateo County Tourism Business Improvement District through the
City's agreement with the San Mateo County Convention and Visitors Bureau has established abasic
foundation to promote tourism in the District and the programs for the coming year should
significantly help the hospitality industry continue its recovery in the County,
NOW, THEREFORE, the City of Burlingame does hereby resolve, determine, and find as
follows:
1. The 2007 annual report of the San Mateo County Tourism Business Improvement
District Advisory Board is approved.
2. The Burlingame City Council intends to levy an assessment for the 2008 year on
hotels in the District, as the District is described in Ordinance Nos. 1648, 1678, and 1774, to pay for
programs and activities of the District.
3. The types ofprograms and activities proposedto be funded by the levy of assessments
on hotels in the District are set forth in Exhibit "A", incorporated herein by reference. These
programs and activities are without substantial change from those previously established for the
District.
4. The method and basis for levying the assessments on all hotels within the District are
set forth in Exhibit "B", incorporated herein by reference, and would retain the same basic formulas
1
as those used in the previous year. This means that the assessments for a hotel would be the same
as the previous year, unless the number of hotel rooms in the hotel had been reduced or increased
or the type of services or facilities offered by the hotel has changed.
5. New hotels shall not be exempt from assessment.
6. A public hearing on the proposed assessments and programs for the year 2008 is
hereby set for December 3, 2007, at 7:00 p.m. before the City Council of the City of Burlingame, at
the Council Chambers at 501 Primrose Road, Burlingame, California.
7. The Council will receive testimony and evidence at the public hearing, and interested
persons may submit written comments before or at the public hearing, or they may be sent by mail
or delivered to the City Clerk at 501 Primrose Road, Burlingame, CA 94010.
8. Oral or written protests may be made at the hearing. To count in a majority protest
against the proposed assessment for the 2008 year, a protest must be in writing and submitted to the
City Clerk at or before the close of the public hearing on December3, 2007. A written protest may
be withdrawn in writing at any time before the conclusion of that public hearing. Each written
protest shall identify the hotel and its address. If the person signing the protest is not shown on the
official records of the City of Burlingame as the owner of the hotel, then the protest shall contain or
be accompanied by written evidence that the person is the owner of the hotel. Any written protest
as to the regularity or sufficiency of the proceeding shall be in writing and clearly state the
irregularity or defect to which objection is made.
9. If at the conclusion of the public hearing, there are of record written protests by the
owners of hotels within the District which will pay fifty percent (50%) or more of the total
assessments of the entire District, as to the proposed assessments for the 2008 year, no assessment
for the 2008 year shall occur. If at the conclusion of the public hearing there are of record written
protests by the owners of hotels within the District which will pay fifty percent (50%) or more of the
total assessments of the entire District only as to a program or activity proposed, then that type of
improvement or activity shall not be included in the District for the 2008 year.
1 I . Further information regarding the proposed assessments and procedures for filing a
written protest may be obtained from the City Clerk at City Hall, 501 Primrose Road, Burlingame,
California, phone 650 - 558-7203. The annual report of the San Mateo County Tourism Business
Improvement District is on file and available at the Office of the City Clerk at 501 Primrose Road,
2
Burlingame, California.
12. The City Clerk is instructed to provide notice of the public hearing by publishing the
this Resolution in a newspaper of general circulation in the City of Burlingame in accordance with
the requirements of the Government and Streets & Highways Codes and mailing in accordance with
those requirements and Ordinance Nos. 1648 and 1678 as applicable.
1, 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 5th day of
November , 2007, and was adopted thereafter by the following vote:
AYES: COUNCILMEMBERS: HAYLOCK, COVEN, KEIGHRAN, NAGEL, O'MAHONY
NOES: COUNCILMEMBERS: NONE
ABSENT: COUNCILMEMBERS: NONE
MAPI
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EXHIBIT A
SERVICES AND PROGRAMS TO BE PROVIDED IN 2008
San Mateo Tourism Business Improvement District
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;
G. Conducting group "fam" (fanniliarization) 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;
e. 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 "fain" 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.
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;
C. Continuing to respond to all California Travel and Tourism Commission leads for
editorial requests;
f. Hosting annual group travel writer "fans" tour and numerous individual "fain"
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.
3. 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 Filrn 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.
A-2
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DRAFT SUMMARY OF AGENCY ASSESSMENTS -- YEAR 2008
TOTAL OF AGENCIES
Rooms
2008 ASSESSMENT
Per Room
Belmont
671
$24,127
$35.96
Burlingame
3,740
$721,973
$193.04
County of San Mateo
548
$31,717
$57.88
East Palo Alto
200
$46,800
$234.00
Foster City
503
$99,180
$197.18
Half Moon Bay
575
$9,720
$16.90
Millbrae
1,218
$170,215
$139.75
Redwood City
1,218
$123,464
$101.37
San Bruno
622
$38,448
$61.81
San Carlos
368
$14,429
$39.21
San Mateo
1,750
$193,694
$110.68
South San Francisco
2,827
$302,315
$106.94
TOTAL
14,240
$1,776,082.50
$124.72