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HomeMy WebLinkAboutReso - CC - 102-2004RESOLUTION NO. 102-2004 RESOLUTION OF THE CITY COUNCIL OF THE CITY OF BURLINGAME DECLARING ITS INTENTION TO ESTABLISH AND LEVY ASSESSMENTS FOR THE 2005 YEAR THE SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT WHEREAS, pursuant to California Streets and Highways Code Section 36500 et sec., 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 2004 annual report and requested the Burlingame City Council to set the assessments for the 2005 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 a basic 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; and NOW, THEREFORE, the City of Burlingame does hereby resolve, determine, and find as follows: 1. The 2004 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 2005 year on hotels in the District, as the District is described in Ordinance Nos. 1648 and 1678, to pay for programs and activities of the District. 3. The types ofprograms and activities proposed to 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 11. 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. AYO 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 15t' day of November, 2004, and was adopted thereafter by the following vote: AYES: COUNCILMEMBERS: BAYLOCK, COFFEY, GALLIGAN, NAGEL, O'MAHONY NOES: COUNCILMEMBERS: NONE ABSENT: COUNCILMEMBERS:NONE Y CITY CLERK C: TILESVHotelBid@005intro. resmpd EXHIBIT A ACTIVITIES, PROGRAMS AND SERVICES TO BE FUNDED BY THE SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT 2005 In addition to the existing programs from 2004: 1. Increased Generation of Leisure travel leads for "togethering" trend among couples/families a. Advertising and editorials in leisure publications to emphasize this market 2. Group Leads a. Sales team to continue to make contacts/build business in Washington, D.C., Sacramento, and Midwestern markets; b. Sales team to continue focus on new feeder markets for discounted airlines into SFO, including Washington, DC, Indianapolis, Boston, New York and Calgary; C. In-house sales to continue to focus on corporate, SMERF markets; d. Stronger emphasis on tour and travel as rates are coming back; e. More emphasis on local and national sports groups; d. Continue to host familiarization trips for planners from all over the US; 3. Marketing Program for Meetings and Tourism a. Continue investment in extensive research to determine profiles of business and leisure visitors; b. Begin PR/marketing campaign targeted at potential customer outlined by research,- C. esearch;c. Create overall destination "audit' and more localized area audits to assist the Bureau, the County, and cities in planning for visitor needs; d. Continue to host annual receptions in Sacramento, D.C., Chicago, New York and add receptions in Boston; e. Continue to participate in trade shows deemed promising by Bureau sales team and member hotels; f. Continue to place visitor guides in California Welcome centers throughout the State to generate drive traffic; g. Enhance advertising in publications/web programs aimed at meeting planners; h. Expand upon outreach to travel media and meeting planner publications, generating editorial on San Mateo County; i. Host annual group familiarization tour for travel writers from around the U.S.; j. Continue to participate in shows for travel writers around the U.S. and to host individual familiarizations; k. Work with new airlines into SFO, offering familiarization tours for airline sales teams and meeting planners from target markets; 1. Continue publishing specialty guides/promotional pieces aimed at target market segments; in. Continue outreach to fihn/ad/catalogue producers through film commission; n. Continue work with SFO, Caltrain, and BART on coordinated marketing of the area; o. Continue to build on relationships built by film commissioner to encourage more filming and room nights in the County; p. Continue to update/enhance website to increase number of "hits" by travelers. m L e U � � 3 N 0 cd � N ti N •y Y � •�,y" E q cd 0 b L � X c td o o cd \ ttl cd \ cTd ct N cd m V] O W r- O q b �2 W O H 'O ❑ 'V' ❑ Y G O 7 U N U U 0 c W N U C y � Q U W o 0 o0 U to 0 X o0 w �. W o o .5 ; d% abib U Id O N Cd o O p o o z x as 'C ¢� °x ti °x p cd bo C C C cd cd .'�.. .0 .F .S un �o cd rn as Go� C of 64 0 0 q C v v u u N 0 ANN]' X X X X X O w o 0 E E o 0 0 0 0 [z bo W bA b0 /. CL a a a, a b4 O N C C Y A C ro 7 Y U r y N > L Q' N > L tUd W y O. 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