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.
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