California Tourism Improvement Districts

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1 California Tourism Improvement Districts What is a Tourism Improvement District? A Tourism Improvement District is a stable source of funding for marketing efforts designed to increase occupancy and room rates. Non-tax funds are raised thought a small assessment on lodging stays and are used to provide services directly benefitting the business which pay. 1

2 District Nomenclature Tourism Improvement District (TID) Tourism Business Improvement District (TBID) Tourism Marketing District (TMD) Tourism Promotion Area (TPA) Hotel Improvement District (HID) Tourism Improvement Area (TIA) 2

3 The Economic Impact of Tourism Economic Impact $1.9 trillion: Economic output generated by domestic and international visitors (includes $813 billion in direct travel expenditures that spurred an additional $1.1 trillion in other industries) 14.4 million: Jobs supported by travel expenditures (includes 7.5 million directly in the travel industry and 6.9 million in other industries) $194.5 billion: Wages shared by American workers directly employed by travel $124 billion: Tax revenue generated by travel spending for federal, state and local governments 1 out of 9: U.S. jobs that depend on travel and tourism Travel is in the top 10 industries in 48 states and D.C. in terms of employment Most governments are diverting funds away from marketing 3

4 Funding for Tourism Marketing Transient Occupancy Tax (or other governmental allocation) Co-op Marketing Bureau/Chamber Membership Model Tourism Improvement Districts 4

5 Transient Occupancy Tax Less than 20% of TOT on average in state goes to tourism promotion Vulnerable to budget crises Often comes with strings attached Rises and falls according to changing levels of political support Responsive to political rather than market considerations Co-op Marketing & Bureau Membership Model Voluntary contribution: free rider issue Difficultly to plan long-term marketing efforts Works when providing certain benefits only to members Un-level playing field when doing destination marketing 5

6 Tourism Improvement Districts Raises money through a special benefit assessment Lodging business owners are key to initiative Owners working together on area-wide promotion or activities that benefit businesses Owners controlling management with oversight by lead jurisdiction Stable funding source dedicated to benefit those who pay the assessment 85 TIDs operating in CA History of TIDs Started in West Hollywood 1992 Slow Initial Growth Rapid Expansion in Last Decade TBID Phenomenon TIDs Now: 85 in California 17 in Montana 11 in Washington 1 in Oregon 1 in Texas 5 in South Dakota 1 in New Jersey 1 in Kansas Future Approvals Florida South Carolina Oklahoma Colorado Wisconsin 6

7 Total Districts in California TBIDs are formed for a variety of reasons Competitive Destination Increasing its Budget 18% Other 5% City/County Reducing Budget 45% No Tourism Funding / Needed Base Funding 32% Partnerships. Progress. Prosperity 7

8 Summary of Tourism Improvement Districts Assessment on tourism businesses (typically lodging facilities) Compulsory assessment formed under State legislation Lodging business owners are key to initiative Assessment is based on percentage of room rate or $ amount per occupied room per night Governed by those who pay If multi-jurisdictional, every jurisdiction must consent Funds used to promote tourism 8

9 TIDs in California Sacramento County TMD Modernized in 2012 to 1994 Act District Assessment rate varies from 1% to 3% based on zone Raises approximately $5.2M per year Includes zone-micro marketing plans Marketing and sales promotions to specifically benefit assessed lodging businesses 9

10 Sacramento convention and tourism industry $2.04 billion industry! South Lake Tahoe TID Started with 89 Act on all businesses Converted to 94 Act on hotels $3 per occupied hotel/motel room per night $4.50 per occupied condo or vacation rental unit per night for those under specified property management Raises approximately $1.8M per year 10

11 City of San Diego TMD Formed in December 2007 Formed for 40 years under Charter City ordinance modeled after 94 Act Assessment on all hotels Assessment ranges from.55% - 2% of gross revenue Raises approximately $30M per year Special marketing programs and events with specific ROI requirements Additional funds goes to Convis (San Diego Convention & Visitors Bureau) San Diego TMD Happy Happens Marketing Campaign 11

12 Yosemite Mariposa Tourism Improvement District Includes the unincorporated areas of Mariposa County Formed in 2008 for 5 year term, renewed again for additional 5 years Assessment is 1% of gross revenue Raises approximately $1,200,000 per year Results: In 2011, revenue grew by 9.6% $10 million in new lodging business revenue Concord Tourism Improvement District Assesses all city of Concord hotels and 1 county hotel Formed in 2013, in first year of operation Assessment is 3% of gross revenue Raises approximately $750,000 per year In process of re-branding Concord as Diablo Valley Tagline: Defying Expectations 12

13 Case Study: Napa Valley, CA Napa Valley TID.. Then 1990 Napa Valley Conference and Visitors Bureau (NVCVB) is founded 1990 thru 2008 Napa Valley Conference and Visitors Bureau struggles from underfunding (never topping $.5 million), ineffective operations, poor industry and community relations and support, far less than satisfactory results Viewed as a less than reliable marketing partner by other Destination Marketing Organizations (SF Travel, CTTC, etc.) 2009 Becomes Napa Valley Destination Council and begins complete organization overhaul Partnerships. Progress. Prosperity 13

14 Napa Valley TID Then Napa Valley s previous destination marketing budget was a fraction of what other California wine tourism destinations were spending: - Napa Valley $0.5 million - Sonoma County $4.5 million - Monterey County $4.2 million - Livermore/Tri-Valley $2.2 million - Santa Barbara $2.0 million - Temecula $1.0 million Partnerships. Progress. Prosperity Napa Valley TID Now! Includes all 5 cities & towns in Napa County and all unincorporated areas Current/initial term was 5 years, renewing for 10 years Assessment of all lodging businesses at 2% of gross room revenue Initial budget : $4M a year Current budget: $6M a year Partnerships. Progress. Prosperity 14

15 Napa Valley TID Now Partnerships. Progress. Prosperity Steps to Forming a TID 15

16 California Tourism Improvement District Steps to Forming a TID Form Steering Committee Stakeholder research and education Develop district parameters: service plan, assessment strategy, governance structure, term Draft district documents Petition drive Public hearings at Board of Supervisors Other jurisdictions grant consent to form 50% protest opportunity Approval by County California Tourism Improvement District Organizational Structure Sample TID Organizational Chart New Nonprofit Assoc. 501(c)(6) or (c)(4) Board of Directors Contract Plumas County Marketing Committee Promotions Committee Events Committee Partnerships. Progress. Prosperity 16

17 California Tourism Improvement District How long will it take? Time required varies depending on the complexity of the district 70% 60% 65% Most common factor that affects timeline: Educating key stakeholders and local governments 2/3s of districts have formed in 6-12 months 50% 40% 30% 20% 10% 6% 24% 6% 0% <6 Months 6-12 Months Months 18+Months California Tourism Improvement District Formation in Plumas County Step July August September October November December January February March Initiation Outreach Document Preparation Document Revision Petition Drive Hearing Process 17

18 How much could be raised in Plumas County? Based on TOT numbers from 2012, if the TID implemented a 2% - 3% assessment on lodging properties in the County of Plumas, between $315,000 and $471,000 could be raised annually. $26,250 - $39,250 a month! Future of TIDs 18

19 California Tourism Improvement District Possible Blended TMD Assessment Structure: Assessment on Tourism Business - Lodging businesses, restaurants and retail stores which have gross receipts over $75,000 per year and receive more than fifty percent (50%) of their gross receipts from out-of-town shoppers, and ski resorts Lodging: One percent (1%) of gross short term room rental revenue on tourism businesses. Retail & Restaurants: One and one-half percent (1.5%) of gross sales. Ski Resorts: Two percent (2%) of gross lift ticket revenue. Potential Business Types: Attractions Restaurants Retail Transportation Other tourism related businesses Challenge is linkage between programs and assessment of defined businesses Restaurant/Retail Districts have been created separately 19

20 Currently 3 RBIDs in California: Sutter RBID Sacramento 1.5 % $200,000 Budget Handle RBID Sacramento 1.5% Food and Beverage Includes Retail $200,000 Total Budget Newport Beach RBID Newport Beach Fixed rates based on business classifications $315,000 Q & A 20

21 Thank you! Verna Sulpizio (800)

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