HomeMy WebLinkAboutReso - CC - 085-2007RESOLUTION NO. 85-2007
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF
BURLINGAME ESTABLISHING AND LEVYING YEAR 20087 ASSESSMENTS FOR
THE SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT AND
APPROVING DISTRICT PROGRAMS AND ACTIVITIES FOR THE YEAR 2008
WHEREAS, pursuant to California Streets and Highways Code Section 36500 et sea.,
the San Mateo County Tourism Business Improvement District has been established for the
purpose of promoting tourism in the District; and
WHEREAS, the District Advisory Board has requested the Burlingame City Council to
establish Year 2008 assessments for the District; and
WHEREAS, on November 5, 2007, the City Council adopted a resolution of intention
(Resolution No. 78-2007) declaring its intention to impose assessments for the Year 2008 within
the assessment District, and setting a public hearing on the proposed assessments; and
WHEREAS, pursuant to the Streets & Highways Code, a public hearing on the proposed
assessments was duly noticed for December 3, 2007, 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 those
public hearings that constituted a majority as defined in Government Code sections 36500 and
following.
2. The City Council does hereby levy an assessment for the Year 2008 on hotels in the
District as described in City of Burlingame Ordinance Nos. 1648, 1678, and 1774 and 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 all hotels within the District are set
forth in Exhibit `B", inc6rporated herein by reference.
5. The assessments for the Year 2008 on hotels within the District are set forth in Exhibit
"C", incorporated by reference.
6. New businesses shall not be exempt from assessment as provided in Exhibit `B."
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 Ard_ day of
December 2007, and was adopted thereafter by the following vote:
AYES: COUNCILMEMBERS: BAYLocK, DEAL, KEIGHRAN, NAGEL, O`MAHONY
NOES: COUNCILMEMBERS: NONE
ABSENT: COUNCILMEMBERS: NONE
ITY CLERK
H:\FILES\Hote1B id\2008 assessment.res.wpd
2007 Assessment Resolution
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;
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;
e. Conducting multiple individual "faro" 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;
In. 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 "fain" 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 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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