HomeMy WebLinkAboutAgenda Bill 6.A 07/12/2004i
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- AGENDA BILL
Agenda Title Discussion and Action Approving a Resolution
Meeting Date July 12, 2004
Consenting to the Inclusion of the Territory of the City of'Petaluma
within the Proposed Sonoma County ' Tourism Business
Improvement: Area ( SCTBIA)
Meeting Time Z 3:00 PM
7:00 PM
Category (check one) ❑ Consent Calendar ❑ `Public- Hear" ing Z New Business
❑ Unfin Business' ❑ Presen
Department
Director :,
Contact Person
Phone. Number. :.
ED & Redevelopment
Paul Marangella
Paul Marangella
778- 4581
Cost of Proposal 0
Account Number NA
Amount Budgeted 0
Name of Fund
Attachments to Agenda Packet Item
J. Resolution Consenting to the Inclusion of the Territory. of the City of Petaluma within the Proposed
Sonoma County Tourism Business Improvement Area ( SCTBIA)
Summary Statement
The County of Sonoma is considering the formation of the. Sonoma County Tourism Business
Improvement Area ( SCTBIA).. Formation of the, SCTBIA will create , -a source of funding to market
Sonoma County as an . overnight tourist :destination' by imposing an assessment on certain lodging
establishments to augment existing Tourism Program .funding sources.
Formation of the SCTBIA -is authorized by the Parking and Business Improvement Area Law of 1989,
(Streets. and Highways Code Sections 36500 and following.) Although "the Board 'of 'Supervisors may
create the SCTBIA covering the unincorporated territory, of the County; the area may not include the
territorial jurisdiction of any city without the consent of the city council of that city.
Therefore, the purpose of this item is to approve a resolution consenting, the inclusion of the territory of
the City of Petaluma within the proposed Sonoma, County Tourism Business Improvement Area.
Recommeud`ed' Ciiy Council ..Action /Suggested Motion
It :is recommended that. the City. Council approve a resolution .consenting to the 'inclusion of the territory of
the City of Petaluma within. the Sonoma County Tourism Business Improvement Area.
Revieftd'bv )Finance D "
' Reviewed by _ City Attorney-
e:
Approved Manager
f Datei
=1
Todavllbaie.
Revision # Mf evised:
File Code:
6/23/04
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C ITY OF PETALUMA, CALIFORNIA
JULY 12, 200:4
AGENDA REPORT
FOR.
DISCUSSION AND ACTION. APPROVING' A RESOLUTION :CONSENTING T THE INCLUSION
OF THE TERRITORY OVTIIE CITY OF PETALUMA W'ITH'IN THE PROPOSED' SONOMA
COUNTY TOURISM BUSINESS IMPROVEMENT AREA. (SCTBIA)
EXECUTIVE,S.UMMARY:
The Count y of Sonoma is considerin g Sonoma County Tourism Business
the formation o f the :S,
Improvement Area (SCTBIA). Formation of the SCTBIA will create a source of funding to market
Sonoma County as an, overnight; tourist destination by imposing an assessment'on certain lodging
establishments "to, augment existing `Tourism Program funding sources.
Formation of the SCTBIA 'is'Authorized by the Parking an BusinessI Improvement Area Law of 1989
create the 'SC B- IA covering the unmco orated territory g gh 'the Board of Supervisors may
( Stree t s H ighways Sections 36500 and followin Althou
g rp y of , the. County, the area may not include the
territorial jurisdi'cti'on of any city without the consent of the city council of that city.
Therefore, the purpose of this item is. to approve a resolutio ',- consenting to the _inclusion of the territory
of the C ity of Petaluma within the proposed Sonoma County Tourism Business Improvement Area.
BACKGROUND
The Sonoma County Lodging Association (SCLA) has =submitted a request to the City of Petaluma
urging the Council to give its consent to the inclusion of Petaluma within the territory of the proposed
SCTBIA. An ordinance has been drafted for ,,consideration by the County of Sonoma Board of
Supervisors that describes the formation process and the proposed SCTBIA's assessments and
operational details, (Please.'see Attachment 1- Exhibit A)
In addition to giving its consent; the proposed role of the :City �i_n assisting the ;implementation of the
SCTBIA would be described in an Administrative Agreement that will be drafted after the adoption of
the Ordinance by the County Board of Supervisors. Generally, the °City's role would be to collect the
SCTBIA assessments on lodging establishments situated within the City and remit the funds to the
County., City costs would be reimbursed' at 2 %0 of the assessment amounts collected. Assessments
under the proposed ordinance would; be placed on operators of lodging establishments generating rent,
.as defined in the: ordinance, of greater than $350,00:0 during the preceding calendar year and the
assess mentwould be sum equal to 2 %, of the rent .charged °the operator.
City staff has reviewed 'the proposed ordinance and met, with representatives of the SCLA. Staff is
conceptually `agreeable to , - poffb- M ing. limited assessment collection services assuming the terms of the
yet to be drafted agreement . are. found acceptable.
The Sonoma County Tourism, Bureau .would admin ister the marketing and promotions programs to
�- ,encourage.tourism within the SCTBIA which will benefit the:operators of lodging establishments paying
the SCTBIA assessments..
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3. ALTERNATIVES
None.. There is no alternativeprocess established in:the proposed County. Ordinance.
4. FINANCIAL IMPACTS
No di%ect. costs to the ,City.' The Finance Department would be.reimbursed..at An amount not to exceed
2' %0 of the SCTBI , assessments collected.
Total Room. Rent in 2003.; $8;870;000
Less Room -Rent from., Lodging.; with Total Rents Less 'Than $350,000: -$ 30,000
Net`2003 Room Rent Eligible for'SCTBTA Assessment: $8;840,000
SCTBIA:Assessment@ —2 of 2003 Net Rent: $ 176
Maximum Allowable City Admin Fee'@ 2% of Assessment: $ 3,S36
5. CONCLUSION
The .SCLA is ;requesting support from °the•Board of Supervisors and the' City Councils of Sonoma
County to create an assessment district to provide funding, to promote tourism . in the County. The City,
of Peta luma will receive the financial benefits: from the additional marketing at no cost -to the taxpayers.
6. OUTCOMES ORYERFORMANCE, MEASUREMENTS, THAT WILL IDENTiMSUCCESS:OR COMPLETION
The SCTB'IA is esfablished by January 1., 2005,
7. CO MENDAT.ION
It is recommended that: the City Council approve a resolution consenting to the inclusion of the territory
of the, City,of Petaluma within the proposed Sonoma County Tourism Business Improvement. Area.
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Attachment 1
Resolution Consenting to the, Inclusion of the Territory of the City of
Petaluma within the Proposed Sonoma County Tourism Business
Improvement Area (S,CTBlA)
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• RESOLUTION # 2004-
RESOLUTION OF THE. COUNCIL OF THE CITY ,OF P,ETALUMA.CONSENTING TO
THE INCLUSION :OF''XHE TERRITORY' OF THE CITY OF PETALUMA WITHIN
THE PROPOSED SONOMA, COUNTY TOURISM BUSINESS IMPROVEMENT AREA
WHEREAS,, the Board of Supervisors of'the County of Sonoma is, or shortly will-be, considering, the adoption
of an Ordinance, attached as Exhibit A and made a part of this ;resolution„ establishing the Sonoma County
Tourism Business Improvement Area, ( "SCTBIA, ") in accordance with the Parking and Business Improvement
Area Law of 1.989 (Streets and Highways Code Sections 36500, et seq. [the "Law "]); and
WHEREAS, State Law requires the consent of the Council of City of Petaluma before the area of the SCTBIA
may include the territorial limits of the Cify; and
WHEREAS, the Sonoma County Lodging Association has. requested that; the Council. give its consent to the
inclusion of the territory of the City "within the SCTBIA; and
WHEREAS, the City CounciLhas considered ihe:request, the attached ordinance, and the comments of the
operators of lodgi.ng_�establishments situated within the City and of others to the request.
W THEREFORE, BE IT RESOLVED by'the Petaluma City Council as follows:
1. The above recitals are true and correct,and hereby declared to be:findings of the Petaluma City Council.
2. That the Council of°the City of Petaluma consents to i'ncl_usion of the territorial jurisdiction of the City of
Petaluma within a SCTBIA to be:established by 'the Sonoma County:Board of Supervisors substantially as set
forth in the attached ordinance.
Adopted this 12 "' day of July; 2004 by the following vote:
Counc'ilmemb.er
Glass
Harris
Healy
Moynihan
O'Brien
Thompson
Torliatt
David Glass, Mayor,
STEST!
Gayle Petersen; City Clerk
Aye " No .Absent
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Exhibit A
Draft Sonoma County OrdRance
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ORDINANCE NO.
AN ORDINANCE OF THEE BOARD OF SUPERVISORS , OF THE COUNTY OF
SONOMA, STATE OF CALIFORNIA, ESTABLISHING THE SONOMA
COUNTY TOURISM BUSINESS IMPROVEMENT AREA
The Board of Supervisors, of the County of Sonoma, 1Sta_te7 of California, ordains as
follows:
SECTION I.
(a) Pursuant to the Parking and Business Improvement Area Law' of 1989,
Streets, and Highways Code sections 36500, et seq. (thee "Law '% on' [date] this Board
adopted Resolution No. _, entitled. "TITLE," declaring its'intention to form a business
improvement area within the boundaries of the County of "Sonoma, to be known as the
"Sonoma County Tourism Business Improvement Area," providing for the'levy of an
assessment and charge to be imposed therein, fixing, the time and place for hearing, and
giving notice of the hearing.
(b) Resolution No. [], was duly published, and copies thereof were mailed, as
provided by the Law.
(c) As specified 6 Resolution No_ [], a hearing concerning: the formation of the
area was held on XXXXX, 2003, at [time] before this Board 'in the Board "s chambers at
515 Administration Drive, Santa Rosa.
(d) At the hearing, all protests, both written. and oral, made or filed, were
considered and duly overruled and denied, and this Board;deterinined that there was no
majority protest to, the formation of "the Area within the meaning of 'S'ection 36523 of the
Law.
(e) Pursuant to -Section'36521.5. of the Law, ihe'County of.Sonoma may not
form a business improvement area within the ;territorial jurisdiction of a city without the
consent of the city, council o.f that city. The Board,has received resolutions providing
such consent from each of the following cities : [list]-.
SECTION II..
Chapter 33 to the creation of the Sonoma County Tourism Business
Improvement Area, is added' to the Sonoma County Code to read.as follows:
SoCoTourismCountyOrdinance doc) DRAFT ONLY April 14,2004
CHAPTER 31, SONOMA, CO.
VNTY TOURISM BUSINESS
IMPROVEMENT AREA
Section 3,3-.1 Authority.
This cihdpter;is adopted pursuant to,'the! "ParWing and Business _u K Area
L-aw,of 19,89"' Sections '36500 et seq. of the California Streets and Hi
ghways Code, and
Resolution- No., [],, adopted by the Board of Supervisors on DATE. Such fe solutionwas
published and mailed as provided by law, and hearings, thereon were held by the Bo at
-- d at
A public hearing on DATE, of which time all - persons desiring to be heard, and all
objections or.pr_otests made or filed, were fully. I heard and considered. The! Board duly
:concluded -the heating on [date], and deten that protests objecting . to the formation
.of the Area had•not been. received fiom the owners of lodging businesses in -the proposed
Area. whibli would pay 50 percent or more of the. Assessments to be I vied.' The
Board- of `Supervisors finds, that the Assessments 1OVied on lodging, businesses: pursuant to
this Chapter arebased:upon the: estimated benefit to the assessed lodgingbusl
messes
within the Are all operators of lodging ' : businesses in the Area against . whom
Assessments are proposed to be levied will be by the expenditure,of"funds
raised by the Assessments.
Section, 33-1 Definitions.
EX - 66pt where the context otherwise, requires,, as used in this Chapter:
"Administrative. Fee" means a.ke,eclpal''to the .actual
costs of collection and
administration„ i0t to' two percent (2%) of the amount: of Assessments collected,
Which a :Collectin Entity is entitled to retain from the, Assessments collected within their
respective territorial Jurisdictions.,
"Advisory, Board." means the advisory board a p pointed by the Board of
Supervisors pursuant to this Chapter.
"Annual Report" means the annual report.required by Section 36533 of the Law.
"Area".means the - County Tourisi--n;'Business Improvement Area +created
by this Chapter and as delineated in Section 33-1,
"Assessrhent" means the levy imposed by this Chapter for the purpose offfindin*g
activities and programs promoting tourism, in - the Area.
"Board of Supervisors" means the Board of 'Supervisors of the CO' of
u Sonoffia.
g.oCoTourismCountvOtdinariCe;dbc) 2 DRAFT ONLY April 14,.2004
"City" or "'Cities" shall mean,. individually or collectively, as the context may
required, the various Cities or Towns of Sonoma County, excluding!'those Cities and
Towns that have not consented to the imposition of Assessments within their territorial
jurisdiction.
"City Council" means a city council of a City.
"Collecting Entity" , means,( j j for Lodging establishnients located within the
territorial jurisdiction of a Citythat has entered into an administrative agreement with the
County pursuant. to Section 33 -6, the'City .in which the Lodging; establishment is located;
and (2) for all other Lodging establishments, the Sonoma County Tax Collector.
"Contractor' means a, non or for- profit, entity with .'which "the County of
Sonoma contracts to :carry .out. the' services, activities, and programs to be funded by
revenues from Assessments.
"County ".means the, County of Sonoma.
"Lodging" means any accommodation consisting of one (.1), or more rooms or
other living spaces which ,are occupied or intended- or designed for occupancy by
Transients for dwellingjodging, or sleeping. purposes. Such term includes any hotel, inn,
.tourist home or house, motel,, studio hotel, bachelor` hotel,, lodging hou "se, rooming house,
.'apartment house, dormitory; public or private club, recreational vehicle,park, or public or
private campground: The term "Lodging does not include an organized camp, as that
term is defined in 'Section 18,897 of the Health and'Safety Code, or any establishment
operated by a public or non - profit entity exclusively for the purpose of providing
temporary shelter for the homeless.
"Marketing flctiA es means activities designed to'.market the Area as a tourist.
destination, in.clud'ing the expenditure of funds to place advertising , in any media, conduct
public relations campaigns, perform marketing research, promote conventions and trade
shows, and foster improved, eontacts within the travel industry,, for the purpose of
promoting tourism - within, the Area.
" Occupancy" means the use or possession, or the r_rgh to the ,use or , possession, of
any one or more rooms or porti'onthereof of other l'iwing,spaee, iri any .Lodg ng °for
dwelling, lodging, or sleep ing,,purposes.
"Operator" means the person who is the proprtetor ofthe Lodgng,..whether in the
capacity of 'an. owner;,; lessee, sublessee, mortgagee 'in possession,, licensee, or other.
capacity. When the operator performs his or her.functions through a managing agent of
any type or character other than ,an employee, the managing• agent shall also be deemed
an operator for °the purposes of this article, and shall. `have the same duties and liabilities
SoCoTourismCountyOrdinarice .doe) 3 ' DRAFT ONLY April 14, 2004
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as his or her principal, Compliance, with the provisions of this article by either the .
principal or the managing agent shall, however be considered compliance by'both.
".Parking and Business Improv.ementArea Law of 1989" or "Law"'means:'the
provision`s of,Califorind :Streets and Highways Code Sections 36500 to 3.6551, as they
now exist or are hereafter amended.
"Person" means an individual, firm, partnership, point venture,. association, social
club, fraternal organization, joint�stock company,, corporation, estate, trust business trust;
receiver, trustee.,. syndicate; or any other group br combination acting as q'
unit; or any
public agency:
"Rent" means the considerati "on charged, whether,or not received, forthe
occupancy of a space in a Lodging valuin ed. mon'ey,. whethel' to be received in nIoney,
goods, '.labor, or otherwise, including all receipts, cash credits, property, and services of
any- kind or nature, without -deduction therefrom whatsoever.
"Room or other livingspace" means a room or any portion of any room in any
Lodging >; any tent cabin or any space designated for location of a mobile home or house
trailer, tent trailer, recreational vehicle tent; or,'other movable living space.
"Sonoma County Tourism Bureau" or `.`SCTB" means the Sonoma County
Tourism Bureau, Inc., a California nonprofit mutual benefit corporation.
"Sonoma County Tourism Bus ness,Improveinent. Area" mean's,thafaiea created
by this Chapter as,a business improvement;area'pursuant to the Parkin
g:and Business
Improvement Area Law of 190..
"Sonoma County Tourism 'Business mbtovement Area Fund" or`` -`.Fund" means
the fund created pursuant to Section 3327" of',this, Chapter.
"Tax Collector" means the Sonoma County Tax Collector.
"Transient" ,means any person who exercises occupancy or who is entitled to
occupancy by reason of concession, permit, right of access 1`icense or other, agreement
for a period of thirty,'(30) consecutive�calendar days or less, counting portions of Calendar
days as full days. Any such person so occupying: space in a Lodging!shall be deemed to
be a Transient until, the 'petiod. of thirty (30) days has expired ,unless there; is' an agreement
in writing between the operator and the> occupant providing for longer peri'od:of
occupancy. .
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SoCoTourismCounty ..Ordinance.doc.) 4 DRAFT ON ^LY April 14, 2004
Section 33 -3 Area EstAblished _— Description.
Pursuant to the Parking and. Business Improvement Area Law of 1989, a parking
and business improvement area s.hereby established; to be known as the "Sonoma
County Tourism Business Improvement Area. "' The boundaries of the Area are the same
as the boundaries of the County, of Sonoma, but the Area: does not include the territory of
any incorporated city. in Sonoma County that has not consented to the formation of the
Area within .its° territorial - jurisdict'on.
Section 33 -4 Authorized, Uses.
The purpose - of forming the. Area as a business - improvement 'area under the Law `is
to provide revenue to defray the costs.of services, activities, and programs that promote
-and encourage tourism w -ithin the Area, which will benef t the Operators of Lodging
establishments pa , Y in the Area through the °promotion of the scenic,
recreational, cultural, and other'attractions in the Area. Revenues' from Assessments shall
be used to conductMarketing Activities. designed to increase overnight visits to the Area.
Revenues from Assessments may be used for programs, Iservices, and activities outside
the_ Area, if such programs services, and activities are designed to promote and
encourage overnight visits:to the Area Revenues. from Assessments'may also be used to
pay or reimburse administrafive costs incurred by the Contractor or County of Sonoma in
connection with the creation .of the Area ,and the Sonoma County Tourism Bureau, the
transition of the current County - operated tourism marketing, program to the Contractor;
and the ongoing administrative costs associated with the Markefing Activities; provided,
however, that the, County's reimbursement for Assessment collection costs is,limited a_ s
provided in Section 33 -6.. Revenues from Assessments collected Tin the Area may be
used for any purposes other than those set forth above.
Section 33` -5 Impositidn: and,Collect on of Assessments.
(a), ...: Each Operator of a Lodging;, establishment generating, total Rent during the
preceding calendar ,year of :greater than.Three Hundred. Eifty, Thousand Dollars
($350,000) shall,pay49 an Assess ment a sum equal to two percent (2 %0) of the Rent
charged by the= Operator:,
(b) Each'Operator'of a Lodging establishment subject to assessment under this
Chapter shall, ,.on or�before. the last day of the month, following..each "calendar quarter, or,
at the end of any shorter reporting period that may be established by the Tax Collector,
make a return to the, Tax Collector, on Torms. provided by the Tax Collector of the total
rents charged by the Operator and the amount of Assessments owed-Tor such calendar
quarter. Atth.e time the return filed, the-full amount of'Assessments owed for such
calendar duarter shall be remitted, to the Tax Collector:. Notwithstanding the foregoing,
Operators of Lodging subject to assessment under-.this Chapter located in
SoCoTourismCountyOrdinance aloe 5
DRAFT ONLY April 14, 2004
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Cities that have entered into agreements with the Tax Collector pursuant to Section 33 -6
shall report and remit Assessments �as'required by the applicable Collecting Entity..
(c) The Operator. of a Lodging establishment. subject to assessment,under'this
Chapter shall, be solely responsible for paying all Assessments wherr.due.,
Notwithstanding theforegoing, 'in the event that the.•Operator. a Lodging. establishment
elects ;to passion some or all of the Assessment to Transient customers of;the Lodging
establishment, the Operator of the Lodging establishment shall separately identifv
itemize the Assessment ow any document, provided to a customer..Assessinents levied on
the Operators of Lodging establishments pursuant-to this Ordinance and pa "ssed on to
customers are not of a Lodging establishment Operator's rent, gross receipts,, or
gross revenues for°purposes of this Chapter or Chapter 12 of the Sonoma County Code,
Section. 33 -6 Collecting, Entities; Administrative.Fee; Registration
(a) The Tax Collector may .enter into agreements with any City `under which
the City shall collect' the;Asses.sments levied under this Chapter from Operators of
Lodging,located within the territory of the City. Such agreements shall be consistent
with the provisions!, of this Chapter. Operators of Lodgings subjectlo assessmentunder
this Chapter located within the territories of.any :such City shall file,zt such as the
Collecting Entity shall specify,, information returns, containing; at a :minimum, the amount
of Rent;charge_d.and., the, amount,of.A ssessinents. owed for the applicable reportingg period,
and'shall remit to the Collecting• Entity the. amount of Assessments owed for such
reporting'period.
(b;)'
'Each. Collecting Entity (including the Tax Collector) shall be entitled to
charge an amount equal to its :actual costs of ,collection -and administration, not to exceed
two percent (2 %o), of Assessments, collected•from Operators of Lodging
establishments to de'ferthe, administrafive costs incurred by the Collecting Entity for the
operation of the Area. Notwithstanding the foregoing for the first two (2) years the
Area, the .twopercent (2 %) , administrrative, fee shall charged in fu'll:for.extraordinary
enforcement costs •and otherxelated unforeseeable: costs. All Assessments collected by
any City,, less the aforementioned. administrative! fee, shah be. transferred to the Sgnoma
County Tax:Collector within 30 days following collection of the Assessment by the
applicable City: The- Sonoma County Tax Collector will not charge an adminstrative;fee
for Assessments collected; by a City if to do so would result in the imposition, of a total
administr4tive, fiee of greater `2% o.
(c) Each Collecting Entity may require each Operator subject to assessment
under this Chapter to
register with the Collecting Entity sand to provide such .mformatiori
as the Collecting Eritity deems necessary to enable the Collecting Entity, to collect.
Assessments due,, under this ,Chapter.:
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SoCoTourismCountyOrdinance :doc) 6 DRAFT ONLY Aprii 14„ 2004
Section 33 -7 Special. Fund.
A special fund designated as the "Sonoma County Tourism Business Improvement
Area Fund" is hereby created. The: Sonoma County Tax Collector shall place all
Assessments collected or remitted hereunder into the Fund'. The revenue from, the levy of
Assessments within the Area 'shall not be used for any purposes other than those set forth
in Section 33 -4 of this Chapter.
Section 33 -8 Deficiencies; 'Penalties.
(a) Any Operator subject to assessment under this Chapter, who fails to remit
any assessment 'imposed by'this Chapter within the time: required shall pay a penalty of
ten (10) percent of the amount of the < assessment in.addition to the amount of the
assessment.
(b) Any Operator subject to assessment under this Chapter who fails to remit
any delinquent , remittance on or before a period of thirty days following the date upon
which the remittance first became delinquent shall pay .A second delinquency penalty: of
ten (10) percent of the amount of the assessment, in addition'to the amount of 'the
assessment and the ten percent penalty first imposed:
(c) If the Sonoma County Tax Collector or applicable. Collecting Entity
determines that the, nonpayment of any remittance due under thi's Chapter is due to fraud,
apenalty of twenty -five (25) percent of the amount of the Assessments due shall be
added thereto in addition to the °penalties set.forth iii subsections (a) - and (b) of`this
section.
(d) In add_itio , to any penalties imposed hereunder, any Operator who fails to
remit any assessment imposed by 'this Chapter when. due: shall pay interest at rate of
one -and- one'half percent ('1' .5 %) per month on the unpaid balance of the assessment,
including penalties,`fi•om "the date on which the remittance first became delinquent until
paid.
Section 33-9 Determination of Assessment upon'Nonpayment
(a) If any Operator subject to assessment under this Chapter shall fail° to make
any report or remittance of Assessments within the; time ; provided in this Chapter, the
applicable Collecting'Entity shall proceed in the manner it deems best to obtain.facts and
information upon which ,to base ''i t, s estimate of the assessment due,, and shall thereafter
determine and assess against 'Operator the assessment,, penalties, and interest due
pursuant to this' Chapter. In any case where such d'eterm'ination is made, the; Collecting
Entity shall give a notice of the amounts so assessed b.y.serving it personally or
SocoTourismCountyOrdinance.doc) 7 DRAFT ONLY April 14, 2004
depositing it ;in. the United States mail postage prepaid addressed to the Operator �af its
.last known place of address.
(.h) . The Operator may, within ten (10) calendar days after the .serving
mailing of such notice make application in writing to Entity for =a hearing,
on_ the amount assessed. The application ,is considered made when mailed: if application
by the Operator.fova hearing .is not made within the time prescribed, the. Assessments; .
penalties, and interest, if'any ,determined by the, Collecting Entity to be due shall become
final and conclusive and irnmediately due and payable. If the Operator;makes timely
application Tor a hearing, the Collecting Entity shall give not less. than ten (l0) calendar
days'' written,notce to the Operator as provided herein of the time and -date of the
hearing. At the hearing, -the Operator shay appear, and offer evidence as to why . the
amounts spec''fed.in the Collecting Entity's determination should not be fixed.
(c) After such hearing, the Collecting, Entity shall determine the proper
assessment penalties, and'interest to be remitted,- and shall thereafter give- written notice
of same to the Operator, within, thirt (30) calendar days of the hearing: The Collecting
'Entity's determination shall be presumed to be correct. The -amount. determined to be due%
shall be payable after fifteen (15). calendar days from the date: of mailing- of the
determination„ unless an appeal is taken pursuant to Section 33 -10 of this Chapter, At
any apgeal,,'the Operator has'the .burden of proving that the Collecting, Entity':s
determination ,is :incorrect.
Section 3340 Appeals
Any Operator subject to assessment under this - Chapter. aggrieved by any decision
of the Collecting Entity with "respect to the amount of Assessments, penalties, or 'interest,
imposed, under this_ Chapter may appeal to the Board of Supervisors by filing :a notice of
appeal with the. County Clerk, and a copy on the Tax Collector, within fifteen (15)
calendar days of the serving or mailing, of the determination, by the Collecting-.Entity.
The..Board of Supervisors shall fix a time and. place. for hearing, such appeal„ and the
County Clerk or the Tax Collector shall give notice to the mailing,such
notice to - the Operator at 'its last; known place of address, The time of the, hearingqshall be
at least 15 calendar days after the iriailing of the notice. 'The Tax Collector'shall'present
the matter to the Board of Supervisors and, include evidence . submitted by the- Operator.
The Tax - Collector shall,also include proposed'fndings and a resolution of the appeal. At
the hearing, the Tax Collector, the. Collecting, Entity., and the Operator shall.: have: an
opportunity to explain their case, and 'introduce other statements or evidence. The Board
of Supervisors may impose reasonable time limits; on each party's presentation. The
findings, p be .served on
of the 'Board of Su ervisors shall'be final and conclusive and shall be .
shallObe eratoraS immediately i due, in
and payable. e l 3 -9 of his m
Chapter: Any aount found t'o he due,
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SOCoToutismCountyOrdinance.doc) S DRAFT ONLY April 14, 2004.
Section 33 -11 Assessments Due Deemed-Debt to County Actions to Collect
Any assessment, penalty; 'or interest required to 'be paid by any Operator subj ect to
assessment under, ;this Chapter shall be 'deemed a debt ; owwed by the Operator to the
County. Any assess'ment;collected from a Transient'by an Operator which has not been
paid. to. the :County shall, be , &e' d a. debt owed by the Operator to the County. Any
Operator owing money to the.'County for Assessments under this Chapter shall be liable
to an action brought in the name of the :County for. the recovery..of'the, amount of the debt.
The County shall bei entitled to recover from an Operator found, liable, for the debt, or any
part thereof, any costs, including attorneys' fees, personnel costs 'or other expenses
incurred by the County because of the failure of "the Operator °to timely'remit
Assessments, penalties, �or interest 1t6,the County.
Section 3342 Refundis.
If an assessment penalty, or interest imposed by this Chapter has been overpaid or
paid snore. than. once or paid in error, or has been illegally collected. or received by the
County; a refund.may b'e sought'by filing a to`the procedure set forth in
Chapter 2, Article XXV of this Code.
Section 33 -13 Violations.
Any Operator violating. any of the provls'ions of -this Chapter-shall 'be, guilty of a
misdemeanor and shall be punishable therefore as, provided in Section 1 -7 of ;this Code.
In addition, the Tax Collector may pursue on behalf�of'the County any civil or
administrative remedy otherwise available for failure to comply with the requirements of
this Chapter. If the County prevails in'such,action or proceeding, the County shall be
entitled to recover its-costs, including attorneys' fees, personnel costs, or other expenses
incurred because of the failure; to comply with the provisions of this Chapter.
Section 33=14 Records.
Every Operator of''a.Lodging establishment subject to assessment under this
Chapter shall keep arid, preserve, for' a period of three years, all records as may be
necessary to , determine.the amount of such assessment as he. may have been, liable for the
collection of and .payment to the :applicable:. Collecting Entity, which records the
applicable Collecting Entity and the County of Sonoma shall have the right to inspect at a
reasonable time and following twenty -four (24) hours" pfibuwritten notice.
,Section '33-15 Advisory'
Board.
An Advisory Board comprised of five (5) members is hereby created to carry out
the functions of an advisory board under the Law. The members of the Advisory Board
SoCoTourismCountyordinance.doc) 9 DRAFT ONLY April 14, 2004
:0
may be :nominated by and be members, of theNArd of directors 1of the Contractor, subject
to the •bproVdI of the Board of Supervisors. Members of the Advisory B oard shall serve
at the, pteas the. Board of Supervisors` and niay.be removed by the Board of
P
Supervisors .at, any time,,. The Advisory Board shall advise the Board 'of,S:uperv-isors on
the amount of the Area Assessments and , on the services, ices, program&, and activities to be.
funded 'by the .Asses`gMcntsz, shall perform such other duties As. required by. Law,
including preparing the Annual .,Report Tequired by*,Section 36533- of. the 'Law.
Se'e,tion,33-1,6.,,Admini'stration;,.S'Onoma Count . Burin
rin
y Tourigrft . afti
(4) The County of Sonornalmay contract with a Contractor to,carry out°the
services-,, activities, and programs to be funded by revenues,, from Assessments, as set`
forth �in. this Chapter and the Law and as sp theap ' licable Annual Report The
SwIdnia, County Touris mi Bureau. is hereby designated to act as tfieTiniiija[Contractor.
.Any contract. between the County and :the Contractor shalY conform to, the �pro'vigibng Of
this t a Ch r.
P_e 1 -
The board of directors ,of the Contractor shall . bexom.Priged of 22, members.
Directors 9hall ap pointed byth&,Bbard�of'Supervisors,.'Cit C-Ounoils.andby the
_p V
lodging .'indusiry proportion to the respective financial contribution, - to , the operiition of
the Contractor by the 'County (ftom transient occupancy tax w other
tax rec 'i
sources); the Citi.es,(6qmI transient occupancy s
tax,recei t, or other, urces) and the;
P� - � I - I SP
lodgingindustry (from.Assessirients'under this. Chpter.orother sources). The number of
di . rectors
appointed by C ities shall bebased on the)COIlective finan6kflicontribution from
_
a ll Cities. The in 8 n
, i ies. e right 10 Appo " fa director shall'not vq-t..u. til �contrib.qti'Ori$F equal
or exceed the amount required, to: appoint one director The l'odging, industry shall appoint
,as directors oneratom of lodging establishment.s:frorn, each of the following categoriels
(J) 25 - units or fewer., 00. 26-75-Units-,(iii) 76-140 units (iv) over .1 units. Appointment
of - directors by the lodging , shall be made'basedupQn, the percentat'ge
-
Assessments contributed by.' each lodging, type; provided, how 'ever, that no less ''than ,two
nor more than five directors shall be appointed from any one, lodging ;category; and
provided further; that no legs thah tWo'nOr m - ore -than five directors shall be operators of
lodging establishments located',Wlthin,e.ach,separate�,S,"ononfa County supervi'sorial
district. Directors appointed on beha , If of the C . ounty or the Cities §hall,be appointed by
the Board Of Supervisors or City Cauincils, as applicable. Such directors maymQt I be.
members of the appo'i'(ihg but shall beoporators of'Ourismmzrelated businesses
within the Area, or empl oyees or board, members of non =profit entities within `the Area
cat out. activiti es to promote tourism Within Sonoma County. In the event the
-Contractor changes the composition of the board of directors, the. County may
-immediately terminate the Contractor. Meetings of the board of directors, of the
Contractor, shall be noticed, public, and held' in coftf6rindh6e. with the provisions of the
Ralph M Brown .Ac
SocoTourismCountyOrdinance.doc) 10 DRAFT -ONLY ,April. f 4,2004
(c) The contract. with' the Contractor shall reasonably specify the services
programs, and actiVities'to.be -pro. ided:by the Contractor, which- services, programs, and
activities shall be in conformance with the :applicable Annual Report. The Contractor
may'provide any services programs, or activities that promote tourist visits. to the Area,
wi'th'out regard to, the limitations set forth in Section 33 -4, provided that services,
programs, or activities not authorized by Section 33 -4 may not be paid for using revenues
from Assessments. ,Prior. to contracting with a Contractor, the , C- - ,ounty ; shall obtain a
budget from the Contractor showing to the satisfaction of the County that the revenues
from Assessments and all other;sources to be paid to�the Contractor are sufficient to
permit-the Contractor to carry out the services, programs, and activiti`es set forth in the
annuafplan. The contract v,ith the Contractor shall:contain provisioAs allowing the
County to inspect the C'ontractor's records, to perform audits and investigations, or to
obtain reports from. the Contractor as the County.deems necessary to ensure that revenues
from Assessments are used only as;.set forth: in the contract and, as permitted under this
Chapter and the Law. The contract shall provide that it maybe terminaied by the County,
with or without cause, on �n_q less than thirty (30) days' notice.
(d) The Board of Supervisors may, in its sole, discretion, remove-the SCT13 or
successor Contractor
at any time. 'Qpon Board:of Supervisors may
either (1),sel'ect and, contract with, a 'successor Contractor or (2) provide the services,
program, and activities,set forth in "the applicable Annual,Repor with the County's own
forces, in which case the :County may obtain reimbursement .for services perforthed and
expenses incurred from revenues from Assessments. Th'e composition of the board of
directors of any successor Contractor must be substantially similar to the composition of
the board of directors of SCTB as set forth in Subsection 31 above. If the Board of
Supervisors does not select successor Contractor., the Board Aall appoint an Advisory
Board, whose members must be Operators of Lodging iestablishments subject: to
assessment under Chapter,
(e) The contract with the Contractor shall °be.administered on 'behalf of the
County of Sonoma by the Director of the Economic Development Roard, who °may
authorize disbursements from the Sonoma. County Tourism- Business Improvement Area
Fund'solely for the, purposes set forth'in Section 3`3 -4..
Section 3347' 1Vd`odifieation or Disestablishment of the Area.
(a) The Board,of Supervisors, by ordinaince, may.modi'fy the prov'isionsof this
Chapter and.-may-disestablish the Area after adopting , a, resolution of intention to such
effect. Such resolution, shall. describe the proposed change or changes, or indicate that it
is proposed to disesfabli'sh, the area, and shall state -the time and place of'a hearing . to be
held by the Board of °Supervisors,to consider-the proposed action.
S' oCoTourismC,ountyOrdinance.doc) 1 1 DRAFT ONLY April 14, 2004
(b) -ff. t he Operators of Lodging establishments which pay 50 percent ou,more
of the:Assesstnents:iJr the.Area file a petition with the Clerk of Board of Supervisors
requesting the Board ofS.Upervisors,to adopt a resolution of intention to modify
disestablish Area dise p 1 1 1.
the, Boafd Su shall adopt such resplutiorr and.act upon it
as requi'red.b.vSecti
w,adt�heLaw,�. Signatures - . Section — . - — - -- - shall be,
those of a,duly iauthbrized YepresentatiVe Of 'the Operators of Lodgingg in
the Area that paid Assessments in the prior calendar quarter.
(c) In the:. event the resolutioh to modify any of the provisions of this
Chapter, including changes. in, the existing Assessments or in the existing -boundaries , bf
the ' such proceedings shall term, inate� if prptest% is° made by the, 0
perators of 'Lod i
ging
establishments ,pay rfg 50 percent or more of the Assessments in the Area..
(4). lnlhe,.eveht the resolution proposes d.isestablishment of the Area,. the Board
of -Superv-1s.ors,shall;disestablish the Area; - unless hearing,p f'ofies .
disesfabli.shmentis, made'by the Operator's .bf Lodg-ing paying. 54 percent
or more of the Assessments' in the Area.
SECTION 11.1. If a-n,y,s.e,ction,.;su.bsection?. sentence, , , clause or rdi
phrase,of this 0 inance is
for anyreason hold to be;unconstitationat andih.valid,'9uch idecision', shall not,affect
validity 'ofthe rem,a'lnin,&, The,B,'Oa:rd,of.,Supervisors hereby
decj4res that it would have .passed this ordinance and every section, :subsection, sentence,
clause or phrase ihereof,',,inospeq five ofthe fact that any one or-more sections"
su,bsec"ffons or phrases be declared unconstitutional: or invalid.
SECTION W. This ordinance shall be and the! same ,As hereby
declared ,to be' in, full
a
force and eff(zOff and �after thirty ,(3 0) days � after theddte: Of'its passage; ssage, and shall, be
published once 'before the �exDiratibn, of fifteen (1 5) days after said'Dassage, with the
names of 'the Sup,ervfsors votin for or against the same,, in The Press' De mmcrat,4a
news
pap& Of general circulation published in the County of so'noma,: :State of California
SoCoTourisr.ri.Coun-tv0 d,oc) .12 DRAFT ONLY Aprd 14 `2004
•
In regular session of the Board of Supervisors of the County of Sonoma, passed
and adopted this - day of 2004, 'on regular roll call. of the members of said
Board by the following vote:
SUPERVISORS:
BROWN KERNS SMITH REILL°Y KELLEY
AYES NOES ABSTAIN ABSENT
WHEREUPON, the�Chair declared the above and,foregoing ordinance, duly
adopted and
SO ORDERED,
Chair, Board of Supervisors
County of Sonoma
ATTEST:
EEVE T. LEWIS, County.,Clerk and
ex- officio Clerk of thez Board of Supervisors
SoCoTourismCountyOrdinance.doc) 1.3 DRAFT ONLY April 14, 2004
RESOLUTION NO.
RESOLUTION OF THE BOARD OF SUPERVISORS -' OF THE COUNTY OF
SONOMA, STATE" 'OF CALIFORNIA, EXPRESSING THE INTENTION TO
ESTABLISH A BUSINESS IMPROVEMENT AREA.'
WHEREAS, it has, been proposed that aTlarking,and: Business Improvement Area
(`BIA ") be established in accordance with the Parking' and Business Improyernent Area
law of 1989 (Streets and. Highways: Code §§ 365.0.0, seq. [the "Law "]) encompassing
all of the unincorporated,area of'Sonoma County and the area of each City in Sonoma
County that consents to be included in the BIA; and
WHEREAS, the. name proposed for the RIA is the "Sonoma County Tourism
Business Improvement Area," and
WHEREAS, fhe activities proposed to be funded' bythe, levy of assessments are
, marketing activities that',proniote, and encourage tourism ° within, the BIA and increase
overnight visits to the area;, and`
WHEREAS, the assessment will be levied annually on,the owners of lodging
establishments generating °total rent during the proceeding calendar year of more than
$3 50,000, who shall pay an assessment equal to two percent. of the rent charged by the
operator, and
WHEREAS, ,new businesses .'[will OR will not] be exempt from the levy of
assessment for a period, not to exceed one year from the date the business commences
operating in the.BIA,
NOW; THEREFORE,,BE.IT'RESOLVEWTHAT, the Board of Supervisors of
the County of Sonoma shall conduct a public hearing on the establishment of the BIA and
the levy of assessments on [a date not less than 20 nor more than 30
days after adoption of the Resolution of Intention], and
BE IT.FURTHER RESOLVED THAT, °.notice of the public hearing shall be
given in accordance with `law as set forth in Section '36523 of the Streets and
Highways Code and
BE IT FURTHER RESOLVED THAT,, at the public hearing testimony of all
r
interested persons' for br against the establishment of the B'IA, the extent of its area or the
furnishing of the specified activities will be heard, and
Page 1 of`2
BE, IT FURTHER RESOLVED, THAT, at the. public hearing, the Board of
Supervisors shall hear and consider all oral or' protests submitted accordance
with _Section"s 36524 and 36525 of the Streets and.Highways Code, and, if written. protests
are, received from the owners of businesses'in'the BIA that will pay fifty percent or more
of the assessmenis-proposed, no further proceedings to create therB'IA or levy the
assessment shall: be taken for .a.,p - eriod of one year from the date of the finding of a
majority protest 'by the Board 'of Supervisors., .
In, regulaf session of the Board of `Sup&r isors of the County ��Sonorrna dW passed
and,adopted on this day of 2004.
O
r '
A Business Improvement Area
To Promote Tourism for Sonoma County.
Operators of larger lodging properties in, Sonoma County Are being asked to voluntarily
assess "themselves to create a stable long -term source of funding to support effective long-
term tourism marketing efforts., The recent economic downturn.has proven, dramatically,
that if dodging businesses in our county are going to survive, and thrive, we must be
certain that marketing and promotion efforts continue at;an effective. level.
The Need and the Benefits
Sonoma County is currently at a ,disadvantage in terms of tourism marketing when
compared with other major tourist destinations in California such as Monterey or Tahoe.
Counties throughout California are looking at the formation of a Improvement
Area to fund tourism marketing. In our area, Marin, Napa Mendocino and Lake Counties
are all exploring formation -of a'BIA.
The principal benefit is that marketing needs for ALL lodging properties and ALL
regions can be addressed with an adequate funding: level. Great care has been taken to
create an entity with a number of checks and balances that will assure that diverse
interests are all represented, and that marketing programs will provide broad geographical
benefits.
What is Being Proposed?
Lodging properties are being asked to create what is called a „Business Improvement Area
under the legal jurisdiction of the County of Sonoma specifically for the purpose of
assessing 2% of annual room revenues.
How Will This New BIA Be Created?
The process is similar to creating a special district for street improvements or the like.
The Board of Supervisors will issue a copy of an ordinance to'all affected properties, will
hold a public hearing, and if there are no protests from 50 plus percent of affected
properties, based on total gross annual room revenue, the Board of Supervisors can
establish: the BIA.
Who Will Pay the Assessment?
All lodging properties with more than $350,000 in :gross annual revenues.,All lodging
properties with less .than $350,000 gross revenue will be exempted by ordinance.
Who Will'Spend These Funds?
•
A non- profit, called the Sonoma County Tourism Bureau, will be formed -to receive the
funds to be spent only for marketing Sonoma County as a tourist destination � A 22
member •Board of •Directors will' be selected.to oversee this program. The executive
committee of this'Board will also sit as an advisory committee to the Sonoma County
Board of Supervisors:
Who Will Operate Thi's Program?
The existing Sonoma County Tourism Program currently operated by the County of
Sonoma, will be transferred in its entirety, with staff, programs, and properties, to the
newly formed :Sorioma County Tourism Bureau. The existing governing Sonoma .County.
Tourism. Council will be dissolved although many of those sitting on the ,current board
are expected to continue on the new board.
What About County and Cities Funding for Tourism?
The County has already indicated its intention to be a,partner in this new venture,, and,it
is
expected that-cities will. also continue to contribute`to the funding efforts. The•new SCTB'
will be alrue; public- private partnership.
How Much Money Will Be. Raised With This Assessment?
It is, expected thatthe annual assessment will raise between $2.5 and million annually,
to go with an expected $1.5 million contribution from Sonoma County and cities. This is
the; amount deemed necessary to enable Sonoma County to compete: successfully against
other jurisdictions such as Lake Tahoe and Monterey. With the exception of a 'small
amount to County Tax Collector and individual cities to reimburse, for °the costs of
collecting' this ;assessment, all funds will be mandated to be spent on tourism marketing:
How Will the Board BeSelected?
The ordinance specifies that governing board members will be apportioned to funding
entities proportionate to the amount of money provided to the. program.
• Assuming the lodging industrywill provide two- thirds of the funding, the
lodging industry will receive two- thirds of the board seats, If the County of
Sonoma provides one -third of the funding, the Board of Supervisors may
appoint one third of the members.
• Members appointed by the lodging, industry must represent a balance 'in terms
of geography and type of lodging unit, assuring (1) that all areas' of the county
and all types of units have balanced representation, and that (2) no one area
nor one lodging type can hold a majority on the Board of Directors.
• If participation from the cities amounts to 1/22 or more of total funding, the
cities will also be entitled, collectively, to appoint one or more board
members, depending upon the level of participation.
Whose Idea. Was This?
The idea for the BIA camefrom :the Board of Directors of the Sonoma County Lodging
Association, and is being promoted by a great many of those properties that will be
,expected to provide the largest ;portion of the funding. 'These owners and managers
realized that under current law, Transient Occupancy Taxes, °although. they may be used
to fund tourism marketing, don't have to be used for that purpose, and although the
County has been a staunch supporter of tourisrn;marketing in the past; there is no
guarantee that this will :continue in future years. What is needed is a stable funding source
for marketing to enable county properties to effectively compete.
The SCLA has spent more than one year working with all segments of the county lodging
industry and all levels of government to create a prograin that will address the long -range
needs of stable marketing funding while addressing the needs of all concerned.
What Are the :Cities' Roles?
The City Council of'each city must vote a- resolution allowirig.funds to be collected in
each city. Those cities, and lodging properties electing not to participate in this program
will not have direct benefit of'substantial ; marketing opportunities'presented bythe new
program, nor will they have the benefit of representation .on the Board of Directors.
How Long Does the-Business Improvement Area Last?
One year. The ordinance must be-"renewed•each year'by the Board of Supervisors.
How the New Funding Could be Allocated
Introduction
The current Sonoma County Tourism Program has beeri successful, in marketing
and-promoting' the.Sonoma County "brand" to. an audience from the Bay Areas and
beyond. Nevertheless there are two serious.challenges to, this program's ability to
continue competing in the. future.
First, limited funding has restricted this program's efforts to successfully compete with
well- financed regional competitors each with substantially larger funding bases.
Currently; the Sonoma. County Tourism - Program has a $1.7 million budget, compared
with: Lake Tahoe;:$3.7 :million;.Long Beach million; Palm Springs,, $4.9 million;
and Park City, Utah $ 3:7.million, to name a few. The proposed BIA would guarantee an
estimated `$3 million program annually, plus anycontributions 1rom1ocal government.
Second, the program's existing funding base from local_,city and county government is
seriously hallen ed b ' ° the economic woe y g y s emanating from. Sacramento. State; county
and city govenunents are needing to make some extraordinarily difficult choices in the
months and years ahead, and there is no guarantee that local government funding. will be
able to continue.
In the past several years a large number of'Opportunit'ies (e. g., Internet marketing, group
sales, marketing: for specific areas, support.for local events, etc.) have needed to, 'be tabled
because funds for these activities arenot ,ay.alable.'These needs and opportunities, which .
are described in detail below, include a comprehensive convention and meetings
marketing program,,internet marketing efforts, marketing'specific areas and.attraetions
within the county in addition to brand marketing and support for local promotional
efforts.
The attached. spreadsheet shows three scenarios,, showing how funds could be distributed
based upon amounts ;of money received: For purposes of this narrative, it is assumed that
scenario one; the largest amount of income, would be realized.
A future Board of'Director would make all decisions regarding program specifies., These
as.outlined, however, are needs, which have been identified by the existing..;prograni and
would have top priority for funding under anew program. The spreadsheet` shows three
scenarios, three'levels of funding, using revenues from.the BIA assessment., The
following funding levels assume continuation of current funding with the addition Of the
BIA assessment-.
1. Advertising.
A. A need has been identified for additional marketinng efforts featuring
individual areas of the .County, such as the coast, wine country,;Russan
River, Historic Sonoma, etc, A parallel but coordinated advertising
program _ gr featuring specific areas could be incorporated into the overall
ro
advertising campaign. This program also has opportunities for co -op
advertising, where 'lodging, attractions, restaurants, and events could
advertise in concert for maximum impact.
Increased funding for area- specif c marketing. $550; 000
B. `Brand" marketing to establish Sonoma County as a leading,
destination in America. The current effort to market Sonoma. County_ as
a desirable destination is limited to.magazine print advertising.
Effectiveness can be increased substantially with exposure via
newspaper, radio, and /or TV advertising. In addition, current
advertising schedules are.limited.to 4 -6 months. Additional funding
would permit a 10 12 - month schedule.
Increased funding for "brand marketing, $400,000
2. Public Relations: After, initial successes: in national public relations, funding
restrictions have necessitated a focus on regional media. The 'expanded program
would enable the program to market to national press and expand California, and 0
Bay Area contacts signiftcantly as well. Additional media blitzes, press trips, and
travel media materials: would greatly enhance this, program.
In addition, increased funding would allow the'program to assist in supporting the
promotion of major local events and festivals.
Increase for PR: $425, 000
Travel Trade/Meetings/Sales. One area of the-current. program that has been
identified as in need,of additional funding is, the effort for promoting group sales,
conventions, and meetings. Additional efforts could include tradeshows, sales
blitzes, FAM tours, sales calls, collateral materials, email and direct mail
marketing.
Increase for Trade /Meetings /Sales. $405
4. Internet. Another area identified as in serious need of additional funding is
Internet marketing. In !addition to the current web isfte, Sonoma County has the
opportunity.to take advantage of exciting new technology that allows the program
to identify large numbers of potential customers worldwide and market to them
directly over the web.
Increase for Internet. - $250, 000.
5. Fulfillment. This program embraces'a wide range ofefforts of getting
promotional materials, such as visitor guides, maps, brochures,, into the hands of
potential visitors to the .County including brochure rack rentals throughout the
State, mailing costs, and other distribution costs.
Increase for Fulfillment. $103,'00
6. Collateral. Demand has existed for some time for additional marketing materials,
and an ,expanded visitor guide for the County.
Increase for 'Collateral..$63, 000
7. Research. The program has long needed additional information on why visitors
come to Sonoma County, and how they circulate about-the County once they are
here. Necessary'studies have never been conducted b
ecause of `funding limits.
Additional research also enables to the program to monitor effectiveness of
marketing activities.
Increase for Research,, ,$70, 000
8. Special'Projects'. , Opportunities exist to participate in currently unfunded
cooperative programs with local organizations, such-as the Sonoma County
Wineries Association as well as with the California Travel & Tourism
Commission programs such as Golf, Culture, Shop, Dine and Outdoor Recreation.
Currently, many local events and promotions are limited in their ability to marshal
the resources to effectively promote themselves The tourism marketing effort can
create added value for each of these efforts by creating joint partnerships.
Increase for Special Projects: $200,000
9. Outreach to Potential.New Funding Partners. Ultimately, success .of this
program w "ill depend upon participation of other active tourism- related groups
such as the Wineries Association. Funding would enable the SCTP `.to create an
outreach program to bring these groups in as future funding.partners.
Increase fof funding outreach: $30,000