June 10, 2014 TO - City Council

STAFF REPORT
DATE:
June 10, 2014
TO:
City Council
FROM:
Kelly Stachowicz, Deputy City Manager
SUBJECT:
Resolution of Intent to Levy an Assessment for Visitor Attraction District
Recommendation
1. Accept the 2014-2015 Visitor Attraction Annual Assessment Report and 2014-2015
proposed budget from the Yolo County Visitors Bureau, subject to any changes or
modifications that may be made subsequent to a public hearing on the request to increase,
levy and collect the annual assessment.
2. Adopt a Resolution of Intention to Levy Assessment for Visitor Attraction District for
fiscal year 2014-2015. If adopted, a public hearing will be held on June 24, 2014, to levy
the assessment.
Fiscal Impact
There is minimal fiscal impact to approving the attached resolution, as it states only the intent to
levy an assessment. The only costs are for staff time to oversee the process and to pay for the
required noticing, both of which are already incorporated into the existing budget.
Approving this resolution will require the Council to hold a public hearing on June 24, 2014 to
determine whether to renew the Visitor Attraction District Business Improvement District (BID)
assessment. Renewing this particular BID allows the members of the District, in this case all
hoteliers within Davis city limits, to assess themselves an amount equal to 1% of the room rate.
The city estimates approximately $120,000 will be generated through this process in FY14-15.
By law, the City is required to collect the assessment. The City then passes the assessment
through to the Yolo Count Visitors Bureau for visitor attraction purposes. Staff estimates that
approximately $550 of city staff time is spent to process the payments specifically for the BID.
Outside of the BID, City staff may work through existing budgets to partner with YCVB to
complete specific projects, such as art walk brochures. This is separate from the BID renewal
and dependent upon the desires of each organization to complete specific projects within
available budgets.
Council Goal(s)
Enhance the vitality of downtown.
Promote economic development.
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Background and Analysis
On January 26, 2000, the City Council approved the Ordinance Establishing a Visitor Attraction
District Pursuant to the Parking and Business Improvement Law of 1989. The Ordinance
authorized the levying of an amount equivalent to 1% of the room rate for all hotel/motels and
bed and breakfast establishments in the city of Davis. (This 1% is separate from and in addition
to the 10% Transient Occupancy Tax already collected on hotel/motel rooms.) A requirement of
this law is that the assessment levy and district be renewed on an annual basis.
In order to renew the assessment, the Council must first approve the Visitor Attraction
Assessment Report either as filed by the Yolo County Visitors Bureau or as modified by the City
Council. Council must then adopt a Resolution of Intention to Levy an Assessment for the 20142015 fiscal year. This resolution is attached. It calls for a public hearing to discuss the levying
the assessment on hotels, motels and bed and breakfast establishments in the Visitor Attraction
District during fiscal year 2014-2015. Following adoption of the Resolution of Intention, the
Council will hold a public hearing on June 24 and decide whether to adopt the Resolution for
Levy of the Annual Assessment.
Notice of the public hearing will be published and letters noting the renewal and public hearing
date will again be sent to all affected parties (in this case, all hotel, motel, and bed and breakfast
owners/operators in the city limits) once Council approves the Resolution of Intent. If the
hotel/motel and bed and breakfast owners/operators submit written protests, and these businesses
pay 50% or more of the assessments proposed to be levied, no further proceedings to levy the
assessment shall be taken for a period of one year from the date of the finding of majority protest
by the City Council. If the majority protest is only against the furnishing of a specified type of
activity within the district, only those types of activities shall be eliminated.
Attachments
1. Resolution of Intention to Levy Assessment for Fiscal Year 2014-2015
2. Visitor Attraction Assessment Report FY 14-15 submitted by Yolo County Visitors
Bureau
3. Yolo County Visitors Bureau Proposed Budget FY 14-15
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RESOLUTION NO. 14-XXX, SERIES 2014
RESOLUTION OF INTENTION TO LEVY AND COLLECT THE BUSINESS
IMPROVEMENT DISTRICT ANNUAL ASSESSMENT FEE FOR THE VISITOR
ATTRACTION DISTRICT PURSUANT TO THE PARKING AND
BUSINESS IMPROVEMENT AREA LAW OF 1989
WHEREAS, the City has the authority to establish a business improvement district
pursuant to the Parking and Business Improvement Area Law of 1989, section 36500 et
seq. of the California Streets and Highways Code; and
WHEREAS, the City Council on January 26, 2000, passed Ordinance No. 2019
establishing the Davis Visitor Attraction District pursuant to the Parking and Business
Improvement Area Law of 1989; and
WHEREAS, the mission of the business improvement district is the following: “To
enrich the lives of the citizens by improving the economic resilience of existing Davis
businesses through promotion of cultural, athletic, and educational events and programs
that build upon the strengths of our region and the quality of community life;” and
WHEREAS, the business improvement district is designed to enhance the broad image of
the City as a place to visit and to enjoy and to provide a method for financing public
programs to attract visitors to areas where it is economically important and desired; and
WHEREAS, it is anticipated that the business improvement district will assist with the
occupancy of hotels, motels, bed and breakfast establishments and other businesses
providing lodging in the City that would not occur without such a business improvement
district; and
WHEREAS, the development of this business improvement district was and continues to
be a joint effort among community and business representatives, the Chamber of
Commerce, Davis Downtown, UC Davis, and the City; and
WHEREAS, the members of the Business Improvement District have expressed an
interest in maintaining the BID Assessment to provide services; and
WHEREAS, pursuant to the Parking and Business Improvement Area law of 1989, the
City must adopt a new resolution each year in order to levy an assessment for that fiscal
year; and
WHEREAS, the City Council has received an Visitor Attraction BID Report from the
Yolo County Visitors Bureau for 2014-2015, with accomplishments from 2013-2014, and
a proposed budget for 2014-2015, both of which are on file with the City Clerk, 23
Russell Boulevard, Davis CA 95616.
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NOW, THEREFORE, BE IT RESOLVED, that the City Council of the city of Davis
hereby accepts and adopts the 2014-2015 Visitor Attraction BID Report and 2014-2015
budget, subject to any changes or modifications which may be made after the required
Public Hearing noted below; and
BE IT FURTHER RESOLVED, that the City Council intends to adopt a Resolution for
Levy of the Annual Assessment and to collect assessments in the Visitors Attraction
District for the fiscal year 2014-2015, beginning on July 1, 2014; and
BE IT FURTHER RESOLVED, that the full description of the improvements and
activities to be funded, the boundaries of the assessment district, and the proposed
assessments to be levied upon businesses in the district is included or attached to the
2014-2015 Visitor Attraction BID Report and 2014-2015 budget, which are on file with
the City Clerk; and
BE IT FURTHER RESOLVED, that the City Council will hold a public hearing on June
24, 2014, on the levying of the annual assessment prior to the adoption of the Resolution
for Levy of the Annual Assessment; the purpose of said hearing being to hear any protest
to the levying of the assessment and/or any activities of the Visitor Attraction District. At
the public hearing, written and oral statements in support of, or protest to the proposed
budget and/or levy of the assessment may be made. Prior to the conclusion of the
hearing, any interested person who would be charged the assessment may file a written
protest with the City Clerk, or having previously filed a protest, may file a written
withdrawal of that protest. A written protest shall state all grounds of objection and shall
contain a description sufficient to identify the business and business owner. The City
Clerk’s office is located at 23 Russell Boulevard, Davis, California, 95616; and
BE IT FURTHER RESOLVED, that the City Clerk is hereby directed to give notice of
this hearing as required by Section 36500 et seq. of the California Streets and Highways
Code.
PASSED AND ADOPTED this 10th day of June, 2014, by the following vote:
AYES:
NOES:
ABSENT:
Joseph F. Krovoza
Mayor
ATTEST:
Zoe Mirabile, CMC
City Clerk
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2014–2015AnnualAssessmentReport
Preparedfor
TheCityofDavis
May20,2014
YoloCountyVisitorsBureau
132EStreet,Suite200 Davis,CA95616 (530)297-1900 www.yolocvb.org
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YoloCountyVisitorsBureau
2014–2015AnnualAssessmentReport
OurMission:ToenrichthelivesofourcitizensbystimulatingtheeconomicactivityofDavis,
Woodland,WintersandunincorporatedYoloCountybusinessesandorganizations;topromote
cultural,athletic,andeducationaleventsandprogramsthatbuilduponthestrengthsofourregion
andthequalityofourcommunitylife;andtoenhancethevisitorsexperiencebyfacilitatingthe
integrationofthecommunityandregionalresourcesandassets.
Toaccomplishourmission,theYoloCountyVisitorsBureauiscommittedtothesecoreobjectives:
Tomarkettheregioninawaythatmaximizesthevisitorexperiencewhilerespectingthe
exceptionalqualityoflifeandenvironmentweenjoy
Tocompeteaggressivelywithdestinationsthroughouttheregioninattractingvisitors
Tooffer–andencourage–outstandingcustomerservice
Tobearegionaldestinationmarketingorganizationthatemphasizespartnerships,
productivity,andmaximumreturnoninvestment
Toshareexpertiseonindustryissues,trends,andproductdevelopmentwithcustomersand
stakeholders
Tomeasureandreporttheeffectivenessoftheorganizationingeneratingeconomic
benefitsforthecommunity
OurVision:YoloCountyisrecognizedasanexciting,welcomingdestinationforleisuretourismas
wellasforprofessionaleventsandmeetings,tappingthegreateconomicpotentialofouramenities
andattractionsandenhancingthelivesofourfellowcitizens.
TheYoloCountyVisitorsBureau(YCVB)marketsthecitiesofDavis,Woodland,Winters,
Clarksburg,andCapayValleyasprimetouristdestinationsforeventsandactivities,diningand
food-relatedpursuits,artsandentertainment,meetings,recreation,andovernightstays.TheYCVB
istherecognizedleaderofanintegratedandinfluentialdestinationmarketingorganization,
workinginclosecollaborationwithnumerousotheragenciestoachievemutualgoals.TheYCVB
providesafullrangeofinformationservicestotouristsandeventplannersthroughitswebsite
(www.yolocvb.org)andaseriesofinformativebrochuresandpublications.
Westrivetocreatedesireforpeopletobehere.
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Summaryof2013/2014Operations
TheYCVBmovedmoreaggressivelythaneverinmarketingeventsandvenuesthroughoutthe
county.Besidescontinuingeffortsbeguntheprioryear,wespendconsiderablesumsinprintand
webadvertising,includingSunsetandVIAmagazines,whichhavesignificantreachinourregion.
WesuccessfullylinkedtotheinauguralSacramentoFarmtoForkcampaign,gainingconsiderable
exposuretoourevents,venues,products,andag-tourism-friendlyculture.WeattendedourfirsteverBayAreaTravel&AdventureShowandSunsetMagazineCelebrationWeekend.Werenewed
ourSearchEngineMarketingcampaigntodrivemoretraffictoourwebsite.Weengageddatabase
managementcompanyiDSStomanagefulfillmentrequestsaswellasintegrateournewconsumer
newsletterTheYoloTraveler.Sincewebegantrackingitem-by-itemdistributionofalltourism
literatureinJuly2013,wehavedocumenteddeliveryofmorethan20,000pieces.
Theorganization’sproactiveleadershipremainsfirmlycommittedtoengagingthecommunityit
serves,tokeepingupthemomentumandspiritofcooperationthathasmarkedtheYCVB’sprogress
overthepastfewyears,andtobringingmorevisitorstoourdoors.
OrganizationalGoals:
Collaboratewithlocalgroups,businesses,andvenuestoprovideattractionsforvisitors
Explorepartnershipswithmutualinterestindevelopingtourismforourregion
Aggressivelypromoteourattractionsandeventstovisitors
Provideservicesthatsupportlocalorganizationsintheirtourismefforts
Serveastheleadingresourcefortravelindustryperspectiveandknowledge
Maintainaprofessionalorganizationandstrivetobepositiveandrespectfulinourwork
Strategies:
MaintainaBoardofDirectorsthatrepresentsdifferentareasandtypesofattractionsbutoperatesfor
thegoodofthewholeregion
Buildandenhancecooperationwithlocalentities
Pursueaggressivepromotionofhotelstovisitorsandmeetingplanners
Takeanactiveroleinhelpingtoplanandpromoteeventsthatdrawvisitors
Participateineventsanduseourdisplayboothaswellasdistributepublications
ProvideaVisitorsCenterwithabundantresources
Produceanddistributevisitorpublications
Maintainawebsitethatpromotesallregionalattractionsandeventswithoutbias
Pursueavigorousprogramofoutreachtogeneratepresscoverage
Maintainassociationandseekactivecooperationwithlocalandregionaltourismorganizations
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2013/2014Accomplishments
Inadditiontoourworkmentionedabove,othermajorachievementsfortheyearincluded
continuingpromotionforourwebsiteandsocialmediachannels,gainingsignificantpresscoverage,
andsecuringanexhibitorboothatSunsetMagazine’sCelebrationWeekend,atwo-dayeventthat
attractsmorethan20,000visitors.Wealsoparticipatedinanumberofcommitteesandmeetings
focusedontourismandeconomicdevelopment,includingtheYoloCountyHistorical
Museum/GibsonHouse,DavisDowntown,CapayValleyVision,theWoodlandChamberof
CommerceMarketingCommittee,andYoloArts.
Wecontinuedtogeneratealotofinkforourdestination;forexample,atwo-pagefeatureon
downtownDavisappearedinNaturalHealthmagazine—anationalpublicationthatwouldhave
chargedabout$105,00foratwo-pageadvertisement.Wealsocreatedanewwebsitefortravel
journalists:www.discoveryolocounty.org;itisineffectourelectronicpresskit,andassuchis
frequentlyupdatedwithnewstoryideasandappealingphotography.
SelectedActiveEventPlanningandParticipation
TourdeCluckevents
DavisFarmersMarketevents
TransmediaArtWalk
UCDavisDecisionDayandFallWelcome
SecondFridayArtAbout
DavisMusicFestival
MayIsBikeMonthactivities~includingnew“Bak2Sac”Amtraktrain-rideprogram
U.S.BicyclingHallofFameInductionCeremony
HolidayChristmasTreeLighting
YoloCountyBoothattheCaliforniaStateFair
FirstFridayArtWalk(Woodland)
25thAnnualStrollThroughHistory
WoodlandFreeMuseumDay
InauguralYoloMicrobrewFest
YoloCountyFair
WoodlandChristmasParade
AnnualWoodlandTomatoFestival
WoodlandDynamiteChiliCook-Off
135thAnnualWoodlandScottishFestivalandGames
WintersAnnualYouthDay
WintersPleinAirFestival/RootstoWine“Wine,Art&MusicFestival”
WintersOutdoorQuiltFest
WintersSummerConcertSeries
WintersEarthquakeFestival
WintersAgTours
FestivaldelaComunidadandCarnitasCook-Off
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FallforWintersFestivalandFamilyHolidayFestival
99thCapayValleyAlmondFestival
AnnualMill-In(YoloWoolMill),HoesDown(FullyBellyFarm)andmanyothers
DistributionofPublications
TheYCVBproducesanddistributescomprehensivevisitorguide/mapsforDavis/UCDavis,Yolo
County,andWinters,andourWoodlandGuide&Mapwasupdatedandexpanded.Ourguideto
countywineries,WinesofYoloCounty,receivedwidespreaddistribution,includingattheSan
FranciscoTravelVisitorInformationCenter(whereitwasa“toppick”inMay2014forspecial
display)aswellasSFTAkiosksinMosconeConventionCenter.TheVisitorCentermakesnumerous
otherpublications,directories,andpromotionalmaterialsavailabletovisitors.Wealsobeganto
distributeourYoloCountyGuide&MapattheSanFranciscoFerryBuilding,andmorethan1,500
foundtheirwayintopeople’shandsinjustfivemonths.
Pointsofdistributioninclude:
DavisCityOffices
DavisAmtrakStation
DavisChamberofCommerce
DavisDowntownBusinessAssociation
UCDavisWelcomeCenter,ConferenceCenter,andotherlocationsoncampus
SanFranciscoTravelAssociationVisitorInformationCenter(downtownSanFrancisco)andliterature
kiosksinMosconeCenterandotherlocations
SanFranciscoFerryBuilding
YCVBVisitorCenter
WoodlandCityOffices
WoodlandChamberofCommerce
HeidrickAgHistoryCenter
Variouslocalplaces:restaurants,hotels,shops,attractions,galleries
YoloCountyOffices
WintersCityOffices
WintersVisitorCenter&ChamberofCommerce
Varioustradeshows
SacramentoConvention&VisitorsBureauoffices
www.yolocvb.org
Travelersuseonlinetoolsforvirtuallyeverything;ofpeoplemakingdecisionsbasedon
informationfoundonline,nearly50%selectedaplacetostay;38%selectedthingstoseeordo;
33%readaboutlocalculture,arts,heritage,andevents;33%selectedarestaurant.Oneoutofthree
travelersusedadestinationmarketingorganizationwebsiteaspartoftheirresearch.
InApril2014webegananewSearchEngineMarketingCampaign,workingwithMaddenMedia,
withwhomwehaveworkedsuccessfullyinthepast.Thisisa6-monthcampaigndesignedtodrive
traffictovariouslandingpagesonourwebsiteaswellasboostsignupsforourYoloTraveler
newsletter.Thefirstfullmonthofourcampaignincreasedtraffictoourwebsitebyroughly40%.In
themonth,wesaw85%newvisits,aclick-throughrateof1.7%(1%isbenchmark)2.27pagesper
visit,and2minutespervisitduration.Predictablysearchesthatfellunderthe“Festivalsand
Events”campaignweremostprevalent(62,566of135,384impressions).Followingthat:
“Restaurants”second(40,467),“VisitWoodland”third(6,306),“VisitYoloCounty”fourth(6,083),
“Wineries”fifth(5,785),and“VisitDavis”sixth(5,437).
Ourwebsitefeatures:
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Davis-specificcontentonhomepageandlandingpageswithoriginalcontent
Speciallandingpagestopromotespecificeventsoractivities,andtohighlightunderstoodvisitor
preferences
Newlyhome-page-flaggedfordepartmentsWines,Bike,andWeddings
Ourpromotionalvideo
Eventscalendar,aswellasour“SubmitYourEvent”onlinetool
Listings,photographs,andlinksforallhotels
Listingsforallrestaurants–expandedandfullysearchablebydestinationandcuisine
“ThingstoDo”pages,includingpagesforbicycleridesthroughoutthecountyandwithintheregion
Detailsforeveryattraction
Searchfunctionthatcoverstheentiresite
Recentwebsiteenhancementsinclude:
A“SendMeInformation”tabforvisitorstorequestguidemaps,allowingtheYCVBtocapture
consumersourcedata
OurmonthlyemailnewsletterTheYoloTraveler,highlightinghotelandotherspecialoffers,events,
andtimelyinformation
Atravelblog,providingfreshreadingcontentforvisitorsonanumberofvenues,topics,andpeople
inYoloCounty
YoloWeddings~comprehensiveweddingvenueinformationandlinks
Ourwebsite,however,isapproachingthreeyearsold~ancientintechnologyandtourism
destinationterms.Wewillbeinvestigatingaredesignandlookingforfinancialpartnersinthe
comingyear.
YCVBPublicRelations
Wehavehadaveryproductiveyearincludingseeingthelaunchofanewwebsitededicated
specificallytopressmemberstogeneratestoriesonYoloCounty,thelaunchoftravelconsumerand
pressnewsletters,acceptancetoSunsetCelebrationWeekend,andincreaseinoursocialmedia
platformuserengagementandmore.WealsosawnationalpresscoveragefromUSAToday,
NaturalHealthMagazineandBetterHomes&Gardens.
WearemembersoftheBayAreaTravelWritersandtheInternationalWine,Food,&TravelWriters
Association.Wecontinuetoleveragetheiractivemembershiptopromoteoureventsand
attractions.
TheYoloCVBlaunchedawebsitedirectedspecificallytomembers
ofthepress.Thiswebsite,www.discoveryolocounty.org,isaplatformforpressmemberstogain
valuableinformationaboutYoloCounty.Sitefeaturesincludestoryideas,engagingphotos,current
andpastpressreleases,eventinformation,presstours,andmore.
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WecontinuedourofficialYCVBPartnersnewsletter,directedtoallofourhotels,attractions,city
staff,andcitycouncilpartnersinYoloCounty.Thisnewsletterfocusesonupdatingourpartnerson
what’shappeningattheYCVB,upcomingevents,andshortarticlesrelatedtothetourismindustry.
Welaunchedamonthlynewslettergearedtowardsourtravelwritersandpresscontacts.This
monthlypublicationhighlightsournewpresswebsite,www.discoveryolocounty.org,features
events,anddiscussesnewandinterestingstoryideasandpitches.Currentlythereare
approximately400presscontactsreceivingthistargetedemailblast.
Welaunchedanewsletterdedicatedtotheconsumertravelmarket.Thisnewslettergoesoutto
potentialtravelerswhohavesignedupwithusviaoneofourtravelshows,ourwebsite,orsocial
mediaplatforms.Wefeaturefourstoriesofupcomingevents,aswellasalongerattractionfeature
andaspecialhoteloffer.
TheYCVBsecuredover$300,000inpresscoveragethispastyear.Weworkedwithnationaland
regionalprintmagazinesontheircoverageofourarea.NaturalHealthMagazineranatwopage
featureaboutDavis(thispublicationhasareadershipof3.2million).USATodaynamedDavisas
theTopCyclingTownintheU.S.Asaresultofthatawardwesawadditionallocalandregional
presscoverage.TheTravelGuysonKFBKfeaturedWoodlandontheirradioshow.USATodayalso
featuredYoloCountyinanarticletitled,“5Up&ComingCaliforniaWineRegions.”TheYCVBalso
securedcoverageinotherpublicationsthisyear,includingBetterHomes&Gardens,Association
NewsMagazine,DestinationMagazine,SunsetMagazine,SacTownMagazine,SanJoseMercuryNews,
Comstock’s,SacramentoBee,andSacramentoBizJournal.
Oureffortsonbehalfoflocaleventsproducedresults.Notedbelowisthecoveragegenerated
throughourprogram:
TVsegments–13.Outletsinclude:News10,NBCSacramento,GoodDaySacramento,KCRA,Fox40,
andSac&Co
WebsiteArticlesorEventListings–40.Sitesinclude:SanJoseMercuryNews,SacramentoBizJournal
Online,Examiner,SacTownMagazineOnline,LATimesTravelCalendar,andOffmetro.com
WebsiteThirdPartyListings:approximately500
MagazineArticlesorEventListings–23.Publicationsinclude:NaturalHealthMagazine,Better
Homes&Gardens,Touring&TastingMagazine,Comstock’s,SacramentoBizJournal,Sunset,Via
Magazine,SacramentoMagazine,SacTown,DestinationMagazineandAssociationNews
NewspaperArticlesorEventListings–75.Newspapersinclude:USAToday,SanJoseMercuryNews,
SacramentoBee,DailyDemocrat,DavisEnterprise,VacavilleReporter,andContraCostaNews
Continuingoutreacheffortsforthecomingyearinclude:
Continuetoexecuteongoingpressreleaseandnewsofeventstokeepmediauptodate
Leverageourpresswebsite,www.discoveryolocounty.org,withcurrentinformationandstoryleads
forpressmembers.
InvestigatekeyconsumerandtradepublicationsforfeaturearticlesaboutYoloCountyandits
communities
Attendorexhibitattravelmediagroupconferences(SocietyofAmericanTravelWriters,United
StatesTravelAssociation,Travel&Adventure,InternationalPowWow)
Hostindividualmediaandmediagroups(ex:BATW)withcustomized“famtour”itineraries
throughouttheyear
Looktocollaboratewithneighboringbureaus(suchasVisitCaliforniaandSCVB)foropportunitiesto
gainexposureviavariousplatformsandevents(example,“SacramentoFarmtoForkCapitalof
America,”agtours,wine-tastingevents)
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Looktomakeadditionalpublicandgrouppresentations(Rotary,etc.)aboutYCVBactivitiesand
initiatives
ContinuetoworkcloselywithCaliforniaTravel&Tourismtopromoteourcountythroughtheir
numerouspublicationsandprograms
SocialMedia
Intermsoftravel,morethan30%ofpeopleusedsocialmediafortravelplanning;morethan50%
ofpeopleconsidereduser-generatedreviewsofhotels,destinations,andrestaurants.
FacebookandTwitteraccountsarenowbeingactivelyusedtopostnews,events,andinformation,
andtohelpsupportthebusinessesofourmany“friends”andfans.Duringtheyear,weincreased
ourFacebookfollowersto2,144.
Duringthepastyearwealsobegan“promoting”Facebookpostsbyallocatingdollarstobespentto
boostspecificpoststhatengagedmorereaders.Throughthese“boosted”postswewereableto
targetourpostexposureviazipcodewhichincreasedeventexposurebyengagingextrapotential
visitors(numbersbelowreflectadditionalpostviews):
Woodland:33,443
Davis:32,569
Winters:26,329
County:36,867
WealsowereoneofthefirstvisitorbureausinthenationtocreateandmarketaPinterestpage.
Pinterestcontinuestohelpboostourwebsitetraffic;someofour“boards”featurecity-specific
content,includingattractions,hotels,shopping,events,thingstodo,andotherfeatures.
WeusedourFacebookplatformtomarkettheareaslargeevents,suchastheStrollThrough
History,YoloMicroBrewFestivalandWine,Cheese&BreadFaire.Byrunningcontestswewere
abletohelptheeventsgainexposuretoadditionalFacebookviewers,increaseindividualevents
pagelikes,andpromotetheirevents.
Wewillcontinuetoleverageourpositionandincreaseexposurethroughtargetedadvertisingand
“engagement”campaigns,includingcontestsandsweepstakes.
Otheractivitiesincludedthefollowing:
AttendedVisitCaliforniaMediaEventsinSanFranciscoandLosAngeles
BayAreaTravelAdventureShow
o YCVBhadaboothattheBayAreaTravel&Adventureshow,attheSantaClaraconvention
center.Twodays,17,000visitors.
SunsetCelebrationWeekend
HostedwritersforSacramentoRiverTrainZombieTrainandOldSugarMill
FeaturedYoloCountyWinesattheSeptemberPartnersBusinessExchangewithSanFranciscoTravel
Association
CTTCRuralFAM
o CAFilmCommission:TheYCVBisworkingcloselywiththeCaliforniaFilmCommissionto
updateallourfilminglocationsinYoloCounty.Theselistingswillbeviewabletothefilm
industryinacomprehensivedatabasewheretheycancontacttheYCVBformore
information.
CTTCWhat’sNew~Wehadfeaturesthisyearfor:
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o WoodlandFoodTruckMania
o NewDDBAWebsite
o DDBAHappyHourApp
o HallmarkInnRenovations
o DavisFarmersMarket&MarketEditionCookbook
o DavisArtMap
o YoloCVBLaunchesPressWebsite
o BerryessaBrewingCo.NowOpen
o InteractiveTransmediaSculptureWalk
PressReleasessentoutontheirbehalf:
o WoodlandTomatoFestival
o YoloMicroBrewFest
o StrollThroughHistory
o Stroll,Suds,&StayPackage
o HolidayParade
o PumpkinSmashBash
o Swirl&Slice
o FoodTruckMania
o ZombieTrain
o YoloArtsFarmGala
o WoodlandArtWalk
o CycledeMayo
o ScottishFestival&Games
o SacRiverTrainWineTrain
YCVBcreatedWoodlandAntiqueStoreonesheetforvisitors
Combines,Bovines&FineWinesTour
F2FYoloFarmTours
ContinuingVitalCollaborations
Weenjoyexcellentworkingrelationships,andserveinvariouscapacities,with:thecitiesof
Woodland,Davis,andWinters;theChambersofCommerceforDavis,Woodland,andWinters;
HistoricWoodlandDowntownBusinessAssociation;DavisDowntownBusinessAssociation(Board
Liaison);EspartoRegionalChamberofCommerce(BoardDirector);YoloCountyHistoricalMuseum
(BoardDirector);DavisArtsCommission;CentralValleyTourismAssociation(CVTA);YoloArts;
andtheCaliforniaStateFairCommitteeforYoloCounty.Wealsoenhancedourrelationshipswith
VisitCalifornia,CaliforniaTravelAssociation,FoodBankofYoloCounty,WoodlandTree
Foundation,andothers.
ThroughourpartnershipwiththeSanFranciscoTravelAssociation,theYCVBreceiveslistingson
theirwebsite,pluslistingintheironlineandprintVisitorPlanningGuide,TravelPlanner’sGuide,and
MeetingPlanner’sGuide.Wealsodistributeourpressreleasesthroughtheiroffices;haveWinesof
YoloCountydisplayedattheirfacilities;gainopportunitiesformediaevents;andgetreferralsto
visitingtravelwritersforon-sitetourshere.Wealsoco-hostedtheirSeptemberBusinessPartners
ExchangeatGoldenGatePavilionwithfourYoloCountywineriesentertaining250guests.Weare
alsolookingaheadtoparticipatinginthe“BeyondtheBridge”promotionalprograminfutureyears.
TheYCVBparticipatedinnumerousmeetingsoftheCapayValleyVisionAgTaskForce,helping
toformulatearesponsetoproposedCountyregulationsgoverning,amongotheractivities,agritourisminruralareas.AformalrecommendationwassenttotheCountyAgCommissionerinMay
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2014,withthehopesthatagri-tourismactivitieswillbestronglyencouraged,thuscontributingto
sustainableeconomicdevelopment.
TheYCVBalsoengagedtheSacramentoConvention&VisitorsBureau’s“FarmtoFork”initiative
(Sacramentoclaimingtobe“thefarmtoforkcapitalofAmerica”).Thisinvolvedanumberof
marketingstrategies,culminatinginaweek-longfestival(September21-28)withapublicfairon
CapitalMall—theYCVBledthecoordinationof70-feetofactivedisplaysandfoodtastingsfora
crowdof25,000.BelievingthatYoloCountyisthefarmtoSacramento’sfork,theYCVBtooka
leadershiproleinorganizingthecounty’sparticipation,withmeetings,websiteandnewsletter
communications,andacoreplanning/outreachcommittee.
YCVB2014/2015Goals
Increasecollaborativeeffortswithparticularemphasison:
o Localhoteliers,collaboratingonpromotions,culinarytours,andmulti-nightstays
o Areaartassetsandmuseumsandart-relatedevents–FirstFridayArtWalk,YoloArtssponsoredevents,SecondFridayArtAbout,TransmediaArtWalk,FreeMuseumDay
o Gainingexposuretomulti-purposevenues(suchasWoodlandCommunityCenter,Vets
MemorialCenter,HotelWoodland,OldSugarMill,andothers)foreventplannermarket
o Wineryassociations:RootstoWineandClarksburgWineGrowersAssociation
o SacramentoCVBtoleveragetheirnationalreachviatheFarmtoForkCapitolprogram
o Workwithwillingpartnersinbringingtraveljournaliststotheregionfortoursthatwill
generatepresscoverage
Takeanactiveroleinplanningeventsandinitiatives:
o StrollThroughHistory(September)workingwithhotelsfor“Stroll&Stay”packages
o USBicyclingHallofFameInductionWeekend(November)
o YoloCountyBoothattheCaliforniaStateFair(July)
o YoloCountyeventsrelatingtoFarmtoFork(ongoing)
o ContinueddevelopmentofGibsonHouseasaneventvenue
Maintaintheexistingwebsitewithtimelyeventsupdatesandtourism-focusedfeaturesand
travelblog;workwithwillingpartnerstoaccomplisharedesign
ContinuetoenhancenewVisitorsCenterandprovideservicetopartnervenues
Increasepublicrelationefforts:leverageMyMediaInfotoincreaseefficiency
Increaseuseofsocialmedia:developconteststoincrease“fanbase”andreposting;continue
todevelopPinterest;investigateotherpotentialoutlets(Google+,LinkedIn)
Developandmaintainbestpracticesfortheorganization
10 | P a g e
06-10-14 City Council Meeting
05A - 14
ReedYoumans,President
Owner,HallmarkInnHotel
DavisCA
MaryTye,VicePresident
MarketingManager
ClarksburgWineCompany
ClarksburgCA
RandiiMacNear,Secretary
ExecutiveDirector,DavisFarmersMarket
DavisCA
MariaLara,Treasurer
GeneralManager,RoyalGuestHotels
DavisCA
WayneGinsburg,PastPresident
WoodlandChamberofCommerce
WoodlandCA
ChristyHayes
Kitchen428/Mojo’sLounge&Bar
WoodlandCA
Arvind(Andy)Patel
HotelOwner(fourproperties)
WoodlandCA
YCVBBoardofDirectors
VinodPatel
Owner,HolidayInnExpress
WoodlandCA
GarySandy
Director,LocalGovernmentRelations
UCDavis
HowardHupe
WintersChamberofCommerce
WintersCA
Dave“DK”Kemp
ActiveTransportationCoordinator,CityofDavis
DavisCA
LyndaHinds
ManagerandBuyer
RootStockGiftsandTastingRoom
WintersCA
NancyPennebaker
ExecutiveDirector,CapayValleyVision/CapayGrown
EspartoCA
KristyLynLevings
ChowDownFarm
EspartoCA
YCVBStaff
AlanHumason
ExecutiveDirector
alan@yolocvb.org
TiffanyDozier
CommunicationsandPublicRelationsManager
tiffany@yolocvb.org
132EStreet,Suite200 Davis,CA95616
(530)297-1900
www.yolocvb.org
11 | P a g e
06-10-14 City Council Meeting
05A - 15
YCVB 2014-2015 Forecast and Budget
REVENUE
Woodland BID
Davis BID (includes Hyatt Place/UCD)
YCVB Strategic Fund
City of Woodland (guide/map)
City of Winters
Winters Chamber of Commerce
Rent (office sublet)
Other
(video production)
Other
(new website development)
Other
(co-op advertising)
Other
TBD
TOTAL REVENUE
Forecast
$ 96,500
$ 148,000
$
$
$ 8,000
$ 1,000
$ 3,750
$
$
$
$
$ 257,250
MARKETING
Publications & Outreach
Davis Map & Guide
Winters Map & Guide
Woodland Map & Guide
Yolo County Map & Guide
Wines of Yolo County
Graphic Design and Production
Video Production
MyMediaInfo
Gift Baskets
Hospitaltiy
Mileage
FAM Tour
Web Site Updates / Maintenance
New Website Development
Email Marketing Services
Database Management Services (iDSS)
STRS Reports
Web Site Hosting
Domain Names
Total Marketing Expense
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
Membership Organizations
Central Valley Tourism Assoc.
California Travel Assoc.
Western Assoc. CVBs
CalSAE
Assoc. of Wedding Professionals Int'l
San Francisco Travel Assoc.
Bay Area Travel Writers
Int'l Travel, Food & Wine Writers Assoc.
Esparto Regional Chamber
Capay Valley Vision
Davis Chamber (membership & activities)
Davis Downtown
Woodland Chamber (membership & activities)
$
$
$
$
$
$
$
$
$
$
$
$
$
06-10-14 City Council Meeting
Forecast
700
500
3,000
875
3,300
4,800
1,500
900
50
6,120
1,300
400
250
23,695
350
550
660
495
200
800
350
275
10
10
120
100
05A - 16
Historic Woodland Downtown Business Assoc.
Gibson House / Yolo County Historical Museum
UC Davis Aggie Alumni
Winters Chamber (membership & activities)
Roots to Wine
YoloArts
Total Membership Organizations
$
$
$
$
$
$
$
Professional Staff
Employee Expense
Payroll (Staff) Net
Payroll Taxes (employer, Federal)
Payroll Taxes (employer, State)
Insurance (Work Comp)
Parking Permits
Employee Coverage
Medical Insurance
Dental Insurance
Total Employee Expense
$ 89,286
$ 23,610
$
3,495
$
1,150
$
90
$
$
$
$ 117,631
Administration
Advertising
Bank Fees
Bookeeper
Computer Maintenance
Computer Equipment
Copies
Tax Preparation
Property Tax
Taxes/Tax Filing Fees
Insurance (D&O)
Insurance (Liability)
Legal Council
Printing
Office Supplies & Furnishing
Payroll Services
Postage & Delivery (postage)
Postage & Delivery (equipment)
Professional Consultation
Rent
Office Utilities and Upkeep Fee
Office Security System
Telephone, Internet
Uncategorized Expenses
Total Administration Expense
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
$
38,970
396
1,800
600
2,000
4,560
1,100
140
12
1,574
3,309
Conferences, Trade Shows, Media Events
Sunset Magazine Celebration Weekend
Bay Area Travel Adventure Show
Visit California Media Day
UCD Vendor Showcase
California Travel Summit
$
$
$
$
$
3,000
3,300
3,000
350
1,500
06-10-14 City Council Meeting
100
45
275
100
50
100
4,590
600
960
1,200
200
23,468
4,200
500
3,900
550
90,039
05A - 17
WACVB Tech Summit
WACVB CEO Forum
WACVB Annual Meeting
CalSAE Seasonal Spectacular
Wine Tourism Conference
SFTA Media Events
Undetermined Events
Total Conferences (reg, trav,exp)
Total Revenue
Total Expense
06-10-14 City Council Meeting
$
$
$
$
$
$
$
$
2,000
2,000
2,000
750
2,000
1,000
400
21,300
$ 257,250
$ 257,255
$
(5)
05A - 18