American Canyon Local Governing Committee Napa Valley Tourism Business Improvement District

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1 American Canyon Local Governing Committee Napa Valley Tourism Business Improvement District Regular Meeting Oat Hill Conference Room City Hall 4381 Broadway, Suite 201 American Canyon, CA May 7, :00 AM AGENDA APPOINTED COMMITTEE MEMBERS: Chairman Stan Boyd, Holiday Inn Express; Vice Chairman Mark Joseph; Secretary Kenneth Leary, Local TBID Committee Members Erik Burrow, Doubletree Hotel; Juan Sirotka, Fairfield Inn and Suites; Buzz Butler, Hotel Representative; James Cooper, American Canyon Chamber of Commerce Public Notices Public Comment: Special Assistance: Open Meetings Act: Presentations: Members of the public shall have the opportunity to address the Committee concerning any item listed on the agenda before or during consideration of that item. All public meetings and events sponsored or conducted by the American Canyon Local Governing Committee Meeting of the Napa Valley Tourism Improvement District are held in accessible sites. Requests for accommodations may be made by calling (707) (voice) or 711 for the California Relay Service or ing the secretary, Cherri Walton at no less than 72 hours in advance of the event. Copies of documents distributed at the meeting are available in alternative formats upon request. Any writings or documents provided to a majority of the American Canyon Local Governing Committee Meeting of the Napa Valley Tourism Improvement District regarding any item on this Agenda are available during normal business hours, for public inspection in the Office of the City Clerk, City Hall, 4381 Broadway, American Canyon. Any member of the public wishing to use audio/video equipment as part of a public presentation must contact the secretary, Cherri Walton at to make arrangements at least one week in advance of the meeting. A. CALL TO ORDER B. ROLL CALL C. COMMITTEE MEMBER COMMENTS D. PUBLIC COMMENT E. CONSENT 1. Consideration of Minutes from the Special Meeting of March 5, Receive and file the Financial Reports for March and April, 2015 F. BUSINESS 1. Presentation and possible action from Olivia Everrett, CEO, Arts Council Napa Valley 2. Status Report on Welcome Center 3. Status Report on editing the City's Open Space Video 4. Reactions to TBID Report to the City Council, May 5 5. Consider adoption of the FY TBID Budget 6. Other Business F. Adjournment Certification I, Cherri Walton, CMC, Deputy City Clerk, do hereby declare that the foregoing Agenda was posted in compliance with Brown Act prior to the meeting. Cherri Walton Cherri Walton, CMC, Deputy City Clerk

2 A. CALL TO ORDER Meeting called to order at 10:10 a.m. B. ROLL CALL American Canyon Local Governing Committee Napa Valley Tourism Improvement District Regular Meeting Minutes March 5, :00 AM Present: Absent: Guest: Vice Chairman Joseph, Deputy City Clerk Walton, Committee Members Burrow, Butler, Cooper Chairman Boyd, Committee Member Sirotka Phillip Sales, Clay Gregory, Kenneth Leary, and Joe Nabrynski, Dana Shigley, Deanna Parness C. COMMITTEE MEMBER COMMENTS There were no comments. D. PUBLIC COMMENT There were no comments. E. BUSINESS 1. Presentation from the Napa Valley Vine Trail Phillip Sales, Executive Director and Chair of the Engineering Committee of the Napa Valley Vine Trail gave a presentation. 2. Presentation by the Chamber of Commerce regarding the proposed Visitor Center Committee Member Cooper gave an update on the item. Action: Moved, seconded and carried (Joseph/Burrow) to approve $10,000 as part of the build-out phase of the Visitor Center. Absent: Boyd and Sirotka 3. Consideration of Minutes from the Special Meeting of January 8, 2015 Action: Moved, seconded and carried (Cooper/Burrow) to approve minutes. Absent: Boyd and Sirotka 4. Receive and file the Financial Reports for December 2014 and January Action: Moved, seconded and carried (Cooper/Burrow) to receive and file. Absent: Boyd and Sirotka

3 5. Presentation regarding the Reindeer Run event Joe Nabrynski, Chairman of the Board and Chief Executive Officer of the Khope Center spoke about the event and that they expected at least 350 participants this year. There were suggestions made to host a reception on Friday prior to the event at one of the hotels in American Canyon and possibly hosting other events during the off-season. Action: Moved, seconded and carried (Joseph/Burrow) to continue sponsoring the Reindeer Run Event and to donate $1,500. Absent: Butler, Boyd and Sirotka 6. Receive an update on the 2015 Napa Valley Arts in April program Vice Chair Joseph spoke about the upcoming event. He would like to work with the hotels in American Canyon to receive promotional dates, package deals, or silent auction items for off-season donations. Vice Chair Joseph noted he would will follow-up with the hotels. 7. Discussion regarding a presentation to the City Council on the TBID Strategic Plan City Manager Shigley and Vice-Chair Joseph noted that the TBID s Strategic Plan would be an item on the next City Council meeting, March 17. It would be based on the report prepared by Terry Hall and approved by the TBID Board at a prior meeting. Vice-Chair Joseph encouraged the full board to be there, if possible. 8. Consider modifying the City s Open Space Video to make it more tourist/visitor-friendly City Manager Shigley and Community Outreach Manager Parness spoke. There was discussion to modify the City s Open Space Video to make it better suited for playing in the hotels, at the Chamber of Commerce Visitor Center, and on the websites of local organizations affiliated with attracting tourists and visitors to the area. The committee requested the video remain at 3 minutes in length; contain less narrative specific to living in American Canyon and that it promote several local birding events. Action: Moved, seconded and carried (Joseph/Cooper) to donate up to $1,000 towards the video to make it more tourist/visitor friendly. Absent: Butler, Boyd and Sirotka 9. Appointment of Cherri Walton as the new Secretary City Manager Shigley appointed Kenneth Leary as her appointee to the committee. F. Adjournment Meeting adjourned at 12:02 p.m. Cherri Walton, CMC, Deputy City Clerk

4 Local Tourism Business Improvement District FINANCIAL REPORT Fiscal Year as of April 30, 2015

5 City of American Canyon Local Tourism Business Improvement District Income Statement Through April 30, 2015 Fiscal Year Actual Revenues (Estimated April) $ 47,321 Expenses 56,705 Net Income $ (9,384) Resources Available at July 1, ,555 Purchase Commitments - Estimated Available Balance at April 30, 2015 $ 47,171

6 City of American Canyon Local Tourism Business Improvement District Fiscal Year REVENUES Through April 30, FY FY FY Increase / (Decrease) FY 15 vs. FY 14 July 5,041 $ 5,854 $ 5,945 $ 91 2% August 5,344 6,370 6, % September 5,069 5,974 6, % October 4,916 5,405 6,480 1,075 20% November 2,567 3,518 3, % December 1,726 2,074 2, % January 1,797 1,902 2,942 1,040 55% February 2,065 2,711 3, % March 2,788 3,192 4, % April 3,459 3,975 4, % May 4,772 5,398-0% June 4,804 5,676-0% Total Revenues 44,348 $ 52,048 $ 47,321 FY FY FY ,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 -

7 City of American Canyon Local Tourism Business Improvement District Expenses & Commitments Fiscal Year EXPENSES through April 30, 2015 Vendor Description Amount Check No. Date Napa Valley Vine Trail Donation pledge of 10% of 5, Oct-14 Coalition FY1314 revenue Wine Country Media, LLC American Canyon TBID Custom Package 36, Oct-14 Khope Internatinal 2014 Reindeer Run Sponsorship 1, Nov-14 TH-Ink Phase One Tourism Plan 2, Dec-14 American Canyon Arts Foundation American Canyon Chamber of Commerce Sponsorship - Art Extravaganza 1, Feb-15 Annual Funding Contribution 10, Mar-15 Total Expenses $ 56,705

8 American Canyon Tourism Improvement District Status Report, May 5, 2015

9 First, there was a picture!

10 Then Came a Strategy!

11 Target Visitors Weekday Leisure Families Small Group/Conference Tour & Travel AMERICAN CANYON ~ Where your Napa Valley experience begins

12 Key Messages Newest town in NV Easy Access to Napa New/Contemporary hotel products Sensible alternative to higher priced NV hotels Recent upgrade to Hwy 12 Great home base for exploring Carneros wine region AMERICAN CANYON ~ ~ Where your Napa Valley experience begins

13 Priorities 1. Immediate: Create a culture of pro-tourism management and enhance as a priority in Chamber, City, resident and business mindset. 2. Short term: Develop co-marketing programs with businesses (i.e. golf packages), incentivize tour operators, maximize corporate rewards programs at each lodging property. 3. Long term: Identify key businesses that are lacking and develop procurement programs to attract visitors (i.e. Hillstone Restaurant Group, wedding gardens, outdoor amphitheater, kayak concessions et al) AMERICAN CANYON ~ Where your Napa Valley experience begins

14 New Tourism Concepts Off the Beaten Wine Trail (barrels, labels, bottling, wooden boxes, shipping, wine warehouse) Artisanal Food Purveyors (olive oil, Mezzetta Peppers, Honey Farm, organic wine tasting) Soft Adventure outdoor recreation (Vine Trail, bay trail, biking, hiking, birding, nature tours, kayaking, wildlife refuge) Family friendly getaways (Paintball Jungle, skate park, Discovery Kingdom, Infineon Raceway, golfing) AMERICAN CANYON ~ Where your Napa Valley experience begins

15 Current Efforts Festivals during the off-season Build a Relationship with Nearby Wineries Open a Welcome Center

16 Note Off-Peak Revenue Drop

17 Festivals Criteria: Off-season (November April) Likely to become multi-day events Focus on our Outdoor Assets Reindeer Run, first weekend in December Arts in April, first week in April Wetlands Festival/Flyway Festival, mid- February (New)

18 Carneros Wineries Chamber s Tours in 2013 & 2014 into Carneros Wine Region Good Working Relationship with Jamieson Ranch Vineyards and Bouchaine Winery, amongst others More needs to be done

19 Welcome Center Chamber-led effort, with funding from VNV, Local TBID, City and Chamber Sponsors First Visitor Center in the Napa Valley Great Opportunity to showcase American Canyon and set the stage for future visits Scheduled to Open July 2015

20 Other Steps Editing City s Open Space Video to focus on Visitors Online Marketing Opportunities with Winecountry.com, Trip Advisor and Visit Napa Valley websites Continue to link ourselves to Napa Valley

21 Long-Term: Napa Valley Ruins A gathering place for American Canyon

23 See the Results! Growth in TOT, By Fiscal Year $1,249,161 $1,064,355 $934,679 $663,427 $557,

24 Questions?

25 American Canyon Tourism Improvement District Proposed Budget for FY FY 2013 FY 2014 FY 2015 FY 2016 Actual Actual Adopted YTD* Estimate Variance Proposed Comments REVENUES Beginning Balance $32,844 $50,227 $51,500 $56,555 $56,600 $5,100 $52,300 TBID Assessments $44,348 $52,048 $54,800 $42,948 $60,000 $5,200 $63,000 Total Resources $77,192 $102,275 $106,300 $99,503 $116,600 $10,300 $115,300 First 9 months are running 16% above FY 14; assume 5% growth in FY EXPENSES Annual Costs Winecountry.com $18,000 $36,000 $36,000 $36,000 $36,000 $0 $36,000 Assumes status quo from last year NV Guidebook $4,920 $5,720 $0 $0 $0 $0 $0 Trip Advisor Web Page $0 $0 $6,600 $0 $6,600 $0 $7,300 VNV paid $6k in 2013; our turn w/10% increases Marketing Materials $0 $0 $0 $0 $1,000 $1,000 $0 Convert City's Open Space video to Tourist Friendly Local Welcome Center (Chamber) $0 $0 $10,000 $10,000 $10,000 $0 $10,000 Per Chamber proposal Vine trail support (10% for 5 years) $0 $0 $5,500 $5,205 $5,200 ($300) $6,000 Second year of five; based on prior year actual Local Festivals (10% of revenues) $0 $3,000 $5,500 $3,000 $3,000 ($2,500) $6,300 Reindeer Run & Arts in April; New Flyway Festival? Napa Valley Film Festival (annual) $4,045 $1,000 $1,000 $0 $0 ($1,000) $1,000 Assumes a site in AmCan in FY16 Subtotal, annual costs $26,965 $45,720 $64,600 $54,205 $61,800 ($2,800) $66,600 One-Time Costs Contingency (5% of Revenues?) $0 $0 $0 $0 $0 $0 $3,200 Begin accumulating a "Rainy Day" Fund Strategic Plan $0 $0 $5,000 $2,500 $2,500 ($2,500) $0 Subtotal, one-time costs $0 $0 $5,000 $2,500 $2,500 ($2,500) $3,200 Total Expenditures $26,965 $45,720 $69,600 $56,705 $64,300 ($5,300) $69,800 ENDING BALANCE/NET AVAILABLE $50,227 $56,555 $36,700 $42,798 $52,300 $15,600 $45,500 * Revenues, as of March 31, 2015; Expenses, as of April 30, All Proposed Amounts have been rounded to the nearest hundred. TBID FY16 Budget.xlsx-FY2016 Draft 5/4/2015

TOURIST DEVELOPMENT COUNCIL

TOURIST DEVELOPMENT COUNCIL There was a meeting of the Indian River County (IRC) Tourist Development Council (TDC) on Wednesday, August 21, 2013, at 2:00 p.m. in the Commission Chambers of the County Administration