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HomeMy WebLinkAboutReso - CC - 106-2004RESOLUTION NO. 106-2004 RESOLUTION OF THE CITY COUNCIL OF THE CITY OF BURLINGAME ESTABLISHING AND LEVYING YEAR 2005 ASSESSMENTS FOR THE SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT AND APPROVING DISTRICT PROGRAMS AND ACTIVITIES FOR THE YEAR 2005 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 2005 assessments for the District; and WHEREAS, on November 5, 2004, the City Council adopted a resolution of intention (Resolution No. 102-2004) declaring its intention to impose assessments for the Year 2005 within the Assessment District, and setting a public hearings on the proposed assessments; and WHEREAS, pursuant to the Streets & Highways Code, a public hearing on the proposed assessments was duly noticed for December 6, 2004, 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; and 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 2005 on hotels in the District as described in City of Burlingame Ordinance Nos. 1648 and 1678 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 2005 on all hotels within the District are set forth in Exhibit `B", incorporated herein by reference. 5. The assessments for the Year 2005 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 "A." YOR 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 ytb day of December, 2004, and was adopted thereafter by the following vote: AYES: COUNCILMEMBERS: BAYLOCK, COFFEY, CALLLGAN, NAGEL, O'MAHONY NOES: COUNCILMEMBERS: NONE ABSENT: COUNCILMEMBERS: NONE 27'at-�' I CLERK C:IFILEStI-IotelBidt2005assessmenLres.wpd 2004 Assessment Resolution 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. 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; C. Continue to participate in trade shows deemed promising by Bureau sales team and member hotels; £ 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; M. Continue outreach to film/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. EXHIBIT B ASSESSMENT BASIS FOR SAN MATEO COUNTY TOURISM BUSINESS IMPROVEMENT DISTRICT FOR 2005 YEAR CATEGORY ZONE A — ASSESSMENT FOR YEAR ZONE B — ASSESSMENT FOR YEAR 2004 2004 Hotel with full $360 per sleeping room X 65% $360 per sleeping room X 55% service (no assessment in Half Moon Bay) and more than 20 sleeping rooms Hotel with limited $180 per sleeping room X 60% $180 per sleeping room X 40% service and more than 1000 square feet of meeting space and more than 20 sleeping rooms Hotel with limited $90 per sleeping room X 60% $90 per sleeping room X 40% service and some (no assessment in Half Moon Bay) meeting space but less than 1000 square feet and more than 20 sleeping rooms Hotel with standard $54 per sleeping room X 60% $54 per sleeping room X 40% service and more (no assessment in Half Moon Bay) than 20 sleeping rooms Hotel with full $54 per sleeping room X 30% $54 per sleeping room X 25% service, limited (no assessment in Half Moon Bay) service, or standard service, and 20 sleeping rooms or less ZONE A — Includes all cities participating in the District except Half Moon Bay ZONE B — Includes Half Moon Bay, and most of the unincorporated areas of San Mateo County Assessment of new hotels opening duringfiscal year: A new hotel shall be assessed for an amount equal to the ratio of the number of full quarters remaining in the fiscal year multiplied by the full annual assessment that would have been due. 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