HomeMy WebLinkAbout09 - PH-1 - Modification to Business Improvement - 1/20/2015CITY COUNCIL AGENDA REPORT
MEETING DATE: January 20, 2015 ITEM NUMBER: PH -1
SUBJECT: MODIFICATION OF BUSINESS IMPROVEMENT AREA (BIA) TO ADD A NEW
HOTEL THAT WILL BE SUBJECT TO THE BIA ASSESSMENT
DATE: JANUARY 5, 2015
FROM: CITY CEO'S OFFICE
PRESENTATION BY: DANIEL K. BAKER, PUBLIC AFFAIRS MANAGER
FOR FURTHER INFORMATION CONTACT: DAN BAKER (714) 754-5156
RECOMMENDATION:
It is recommended that the City Council:
Conduct a public hearing regarding the Business Improvement Area (BIA)
modification to include an additional hotel into the BIA and consider public
comments regarding such proposed modification.
2. Conduct the second reading of Ordinance No. 15-xx, to be read by title only and
waive further reading, modifying the BIA to add a new hotel that will be subject
to the BIA assessment and consider adoption of the same (Attachment 1).
BACKGROUND:
The California Legislature adopted the Parking in Business Improvement Area Law of
1989 (Streets and Highways Code, §36500), which enables cities to impose an
assessment fee on businesses within an area designated by the city.
On July 5, 1995, the City Council adopted Ordinance No. 95-9 to establish a Business
Improvement Area (BIA) for the purpose of assisting the hotel and motel industry in its
promotion of tourism within the city. The BIA imposed an assessment on the sale of
hotel and motel overnight guest room stays. This money is used for the establishment
and maintenance of a local tourism and promotion council. As a result, the Costa Mesa
Visitors Bureau was established.
In accordance with the CVB's bylaws (Attachment 2), the CVB's Board of Directors is
currently comprised of 10 general managers from the 10 participating hotels, one
member of the City Council, and the City Chief Executive Officer's designee. The CVB's
Board of Directors is also appointed as the Advisory Board to the City Council
concerning certain matters related to the BIA pursuant to Streets & Highways Code
section 36530.
In June of 2014, the participating hotels, in their role as the Advisory Board, requested
and recommended that the BIA be modified such that the BLVD Hotel, located at 2430
Newport Blvd., be included and be subject to the BIA assessment in the manner
described above (Attachment 3). The BLVD Hotel has also expressed a desire in being
included in the BIA and being subject to the assessment (Attachment 4).
ANALYSIS:
Currently, the number of hotel businesses included in the BIA assessment levy is limited
to the 10 hotels that have expressed an interest in participating in the program. The
proposed ordinance would modify this number by adding one additional hotel
(Attachment 1). However, State law requires a very specific procedure in modifying the
BIA to include an additional hotel. The City Council previously adopted a resolution of
intent which set the public meeting and public hearing dates. The public meeting was
held on January 6, 2015. This public hearing and, ultimately, potential adoption of the
proposed ordinance, is the final step of that procedure.
After the public hearing, the City Council may vote to adopt or deny the ordinance
concerning the proposed modification. If the proposed modification is approved, the
assessment will be collected along with the city's Transient Occupancy Tax (TOT) from
the new hotel. The hotels and motels included in the BIA are required to itemize the BIA
levy as a separate assessment. The CVB staff manages the day-to-day activities and
provides all services to administer the BIA.
ALTERNATIVES CONSIDERED:
The Council may decide to not adopt the proposed ordinance, and direct staff to
not continue the process of modifying the BIA, which will result in the BIA not
being modified as described above.
FISCAL REVIEW:
The annual fiscal year 2013-14 revenue for the CVB totaled approximately 2.2 million
dollars. The addition of an eleventh hotel will increase revenues and allow for
additional funding to promote the tourism industry in Costa Mesa.
LEGAL REVIEW:
Legal counsel has prepared the proposed ordinance and reviewed the documents
and approved as to form.
CONCLUSION:
State law mandates a specific procedure to be followed in the establishment of a
BIA area and the levying of an annual assessment. This is the final step of that
process. Prior to its adoption, the City Council must hold a public hearing on the
proposed ordinance.
2
DANIEL K. BAKER
Public Affairs Manager
THOMAS DUARTE
City Attorney
THOMAS R. HATCH
Chief Executive Officer
DISTRIBUTION: Costa Mesa Conference & Visitor Bureau
ATTACHMENTS: 1 Proposed Ordinance
2 BVlaws of Costa Mesa Conference & Visitor Bureau
3 Letter from CVB concerning proposed modification
4 Letter from BLVD Hotel concerning proposed modification
Attachment 1
ORDINANCE NO.
AN ORDINANCE OF THE CITY COUNCIL OF THE CITY
OF COSTA MESA MODIFYING ORDINANCE NO. 95-9,
RELATING TO THE ESTABLISHMENT OF A BUSINESS
IMPROVEMENT AREA FOR COSTA MESA HOTELS
AND MOTELS, SUCH THAT AN ADDITIONAL
BUSINESS IS SUBJECT TO SUCH BUSINESS
IMPROVEMENT AREA.
WHEREAS, on July 5, 1995, by Ordinance No. 95-9, the City Council adopted a
business improvement area, commonly known as the Costa Mesa Tourism & Promotion
Business Improvement Area ( "BIA"), the purpose of which is to promote tourism to the
City and to fund programs and activities that benefit the hotel and motel businesses
within the City of Costa Mesa; and
WHEREAS, as of July 1, 2014, the BIA assessment levied against businesses
subject thereto is three percent (3%) where the three percent (3%) assessment is based
on the sale of overnight room stays; and
WHEREAS, the method and basis of levying the assessment to allow each
business owner to estimate the amount of the assessment to be levied against his or her
business is set forth in the Annual Report for the Costa Mesa Tourism & Promotion
Council Business Improvement Area, which is on file with the City Clerk's office; and
WHEREAS, the type or types of activities funded by and through the levy of
assessments on the businesses, as discussed above, are specified in the Annual Report
for the Costa Mesa Tourism & Promotion Council Business Improvement Area, which is
on file with the City Clerk's office, and as Exhibit B, attached hereto and incorporated by
this reference; and
WHEREAS, the City Council appointed the general managers of the hotels and
motels subject to the assessment area, to serve as the advisory board as required by
California Streets and Highways Code Section 36530; and
WHEREAS, new hotel and motel businesses commenced after the effective date
of Ordinance No. 95-9 are exempt from the levy of assessment, pursuant to Streets &
Highways Code § 36531 and § 36535; and
WHEREAS, the BLVD Hotel, located at 2430 Newport Blvd Costa Mesa, CA
92627, has expressed a desire to also be included in the BIA and be subject to the BIA
Assessment; and
WHEREAS, Streets and Highways Code Sections 36540 and 36541 permit the
City Council to modify the BIA by adopting this Ordinance; and
Attachment 1
WHEREAS, the Advisory Board for the BIA has recommended that the BLVD
Hotel be included with the BIA and subject to the BIA Assessment; and
WHEREAS, on November 18, 2014, the City Council adopted Resolution No. 14-
72, declaring its intention pursuant to Streets & Highways Code Section 36541 to modify
the BIA, as discussed above; and
WHEREAS, on January 6, 2015, the City Council held a duly noticed public
meeting pursuant to Government Code Section 54954.6 to hear public testimony on the
modification; and
WHEREAS, on January 20, 2015, has held a duly noticed public hearing
pursuant to Streets & Highways Code Section 36541 and Government Code Section
54954.6 to consider any protests against the modification discussed above from
businesses which would be subject to the BIA Assessment; and
WHEREAS, on January 20, 2015, the City Council has held a duly noticed public
hearing to consider any protests against the modification discussed above from
businesses which would be subject to the BIA Assessment in its Chambers located at
City Hall, 77 Fair Drive, Costa Mesa, CA 92626; and
WHEREAS, as a result of both the public meeting and public hearing discussed
above, no majority protest against the modification discussed above was received; and
WHEREAS, the time and manner of collecting the assessments is set forth in
Exhibit B of the Resolution of Intent, No. 14-72 adopted by the City Council on
November 18, 2014; and
WHEREAS, the City Council finds that the businesses within the BIA will be
benefitted by the improvements and activities funded by the BIA assessment.
NOW, THEREFORE, THE CITY COUNCIL OF THE CITY OF COSTA MESA
DOES HEREBY ORDAIN AS FOLLOWS:
Section I. The recitals set forth above are true and correct and are incorporated
herein by reference.
Section 2. Ordinance 95-9, and its subsequent resolutions, is hereby modified such
that the businesses that are subject to the BIA Assessment shall include those listed
in Exhibit A of this Ordinance. These businesses shall be subject to any amendments
to this Ordinance, Ordinance 95-9, and their subsequent amendments and
resolutions.
Section 3. Except as provided by this Ordinance, Ordinance 95-9, their amendments
and their associated resolutions, including, but not limited to, the BIA Assessment to be
levied upon businesses subject thereto remain unchanged.
Attachment 1
Section 4. Any provision of the Costa Mesa Municipal Code or appendices thereto
inconsistent with the provisions of this Ordinance, to the extent of such inconsistencies
and no further, is hereby repealed or modified to that extent necessary to effect the
provisions of this Ordinance.
Section 5. If any section, subsection, sentence, clause, phrase or portion of this
ordinance is for any reason held to be invalid or unconstitutional by the decision of any
court of competent jurisdiction, such decision shall not affect the validity of the remaining
portions of this Ordinance. The City Council of the City of Costa Mesa hereby declares
that it would have adopted this Ordinance and each section, subsection, sentence,
clause, phrase, or portion thereof, irrespective of the fact that any one or more sections,
subsections, sentences, clauses, phrases or portions be declared invalid or
unconstitutional.
Section 6. The Mayor shall sign and the City Clerk shall certify to the passage and
adoption of this Ordinance and shall cause the same to be published and posted
pursuant to the provisions of law in that regard and this Ordinance shall take effect 30
days after its final passage.
PASSED AND ADOPTED this day of , 2015.
Stephen M. Mensinger, Mayor
APPROVED AS TO FORM:
Thomas P. Duarte, City Attorney
ATTEST:
Brenda Green, City Clerk of the City of Costa Mesa
Attachment 1
STATE OF CALIFORNIA)
COUNTY OF ORANGE ) ss
CITY OF COSTA MESA)
I, Brenda Green, City Clerk and ex -officio clerk of the City Council of the City of
Costa Mesa, hereby certify that the above and foregoing Ordinance No. was
introduced and considered section by section at a regular meeting of said City
Council held on the day of , 2014, and thereafter passed and
adopted as a whole at a regular meeting of said City Council held on the _
day of , 2014, by the following roll call vote:
AYES: COUNCIL MEMBERS:
NOES: COUNCIL MEMBERS:
ABSENT: COUNCIL MEMBERS:
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the Seal of the
City of Costa Mesa this day of , 2014.
City Clerk and ex -officio
Clerk of the City Council of the
City of Costa Mesa
Attachment 1
FXHIRIT A
The Business Improvement Area ("BIA") benefit zone encompasses the entire City of
Costa Mesa boundaries. It is anticipated that the entire City, including businesses and
residents, will benefit from increased revenues generated by the activities financed by
the BIA assessment.
The following businesses will be included in the BIA that is established pursuant to
Streets & Highways Code § 36500 et seq., the businesses commonly known as:
Ayres Country Inn & Suites
Property Address: 325 and 345 Bristol Street, Costa Mesa
Business Owner: Newport Country Inn & Suites, Inc.
355 Bristol Street, Suite A
Costa Mesa, CA 92626
Property Owner: Newport Country Inn & Suites, Inc.
355 Bristol Street, Suite A
Costa Mesa, CA 92626
Best Western Plus Newport Mesa Inn
Property Address: 2642 Newport Boulevard, Costa Mesa
Business Owner: James Hsuen
Shang -Pu Lee
2642 Newport Boulevard,
Costa Mesa, CA 92627
Property Owner: James Hsuen
Shang -Pu Lee
2642 Newport Boulevard,
Costa Mesa, CA 92627
BLVD Hotel
Property Address: 2430 Newport Blvd., Costa Mesa, CA 92627
Business Owner: Shayamal Patel
2450 Newport BLVD
Costa Mesa, CA 92627
Property Owner: Shayamal Patel
Attachment 1
2450 Newport BLVD
Costa Mesa, CA 92627
Hilton Costa Mesa
Property Address: 3050 Bristol Street, Costa Mesa
Business Owner: Ashford Hospitality Trust
14185 Dallas Parkway, Suite 1100
Dallas, TX 75254
Property Owner: Remington Lodging & Hospitality LP
14185 Dallas Parkway, Suite 1100
Dallas, Texas 75254
Crowne Plaza
Property Address: 3131 Bristol Street, Costa Mesa
Business Owner: Brighton Management
1901 Main Street, Suite 150
Irvine, CA 92614
Property Owner: 3131 Bristol Property UC, LLC
2711 Centerville Road, Suite 400
Wilmington, DE 19808
Holiday Inn Express Hotel & Suites
Property Address: 2070 Newport Blvd., Costa Mesa
Business Owner: Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92667
Property Owner: Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92667
Costa Mesa Marriott
Property Address: 500 Anton Boulevard, Costa Mesa
Business Owner: Marriott International
10400 Fernwood Rd.
Bethesda, MD 20817
Property Owner: Host Hotels & Resorts
Attachment 1
6903 Rockledge Dr., Suite 1500
Bethesda, MD 20817
Ramada Inn & Suites Costa Mesa
Property Address: 1680 Superior Ave., Costa Mesa
Business Owner: B.D. Inns Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
Property Owner: B.D. Inns Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
Residence Inn by Marriott
Property Address: 881 Baker Street, Costa Mesa
Business Owner: Marriott International
10400 Fernwood Rd.
Bethesda, MD 20817
Property Owner: ING Clarion Partners
2650 Cedar Springs Road, Suite 850
Dallas, TX 75201-1491
The Westin South Coast Plaza Hotel
Property Address: 686 Anton Boulevard, Costa Mesa
Business Owner: Host Hotels & Resorts
6903 Rockledge Dr., Suite 1500
Bethesda, JD 20817
Property Owner: CJ Segerstrom & Sons
c/o South Coast Plaza
686 Anton Boulevard
Costa Mesa, CA 92626
Avenue of the Arts Wyndham Hotel
Property Address: 3350 Avenue of the Arts, Costa Mesa
Attachment 1
Business Owner: Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92627
Property Owner: Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92627
Attachment 1
Exhibit B
BIA Annual Report
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COSTA MESA
''ITY OF THE ARTS"
575 Anton Blvd., Suite 880
Costa Mesa, CA 92626
COSTA MESA
Conference and Visitor Bureau
COSTA MESA
ANNUAL REPORT
Fiscal Year Ending June 2014
n
A Part of THE OC Experience
w —
A
EXECUTIVE COMMITTEE
Mike Hall Chairman of the Board, General Manager, The Westin South Coast Plaza
Susan O'Brien Moore Vice President, General Manager, Ayres Hotel & Suites
Sue Cooke Treasurer, General Manager, Residence Inn by Marriott Costa Mesa
Charles Haber Secretary, General Manager, Crowne Plaza
DIRECTORS
Naj Ekhlas General Manager, Best Western Plus, Newport Mesa Inn
Kandee Anderson General Manager, Costa Mesa Marriott
Rob Gauthier General Manager, Hilton Orange County/Costa Mesa
Ross Stibor General Manager, Ramada Inn and Suites
Tom Hatch CEO, City of Costa Mesa
Gary Monahan Council Member, City of Costa Mesa
Stephanie Escamilla General Manager, Holiday Inn Express
Paul Sanford General Manager, Avenue of the Arts Wyndham Hotel
ADVISORS
Terry Dwyer President, Segerstrom Center for the Arts
Werner Escher Executive Director of Domestic and International Markets, South Coast Plaza
Peter Papagelis General Manager, Mastro's Steakhouse
STAFF
Paulette Lombardi -Fries President
Lisa Janulewicz Operations Manager
Linda Ta Marketing Manager
Nathan Wheadon Marketing Coordinator
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TABLE OF CONTENTS
About Costa Mesa Conference
and Visitor Bureau
Fiscal Overview
_
Abundant Opportunities
BIA
Tourism Matters
Domestic Travel
Building International Momentum
Better Together — Partnerships
Orange County Visitors Association
Financial Summary: Fiscal Year 2013/2014
*
Expense Projections: Fiscal Year 2014/2015
Marketing Overview
Marketing Overview: Fiscal Year 2013/2014
Website Traffic
:+
Social Media
Travel Costa Mesa Calendar
Travel Costa Mesa Blog
—
Costa Mesa Monthly Email Newsletter
Print Campaign
50 Reasons to Stay Campaign
IPW 2013 Results
Canada Sweepstakes Co -Op Campaign
OC Marathon
or
Costa Mesa Restaurant Week'"
TripAdvisor Sponsorship Page & Banner Ads
SEO: Google AdWords & Bing/Yahoo Ads
Public Relations / Media Highlights
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COSTA MESA
The Costa Mesa Conference and Visitor Bureau is a nonprofit
corporation formed in 1995 to market the city of Costa Mesa as
a desirable, leisure overnight destination in Orange County.
Mission Statement
The Costa Mesa Conference and Visitor Bureau enhances and promotes
the destination brand experience, further increasing visitor spending for industry
and community economic viability, sustainability and quality of life.
Vision Statement
The Costa Mesa Conference and Visitor Bureau is the engaged destination
marketing leader, supporting and selling the city's distinct visitor brand experiences
and advocating community tourism benefits.
COSTA MESA CVB ANNUAL REPORT 1
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�z Privileged to be the home of the best shopping, top restaurants and award-winning performances, the
City of the Arts'" is establishing itself as a desirable overnight destination in Orange County. The Costa
4 Mesa Conference and Visitor Bureau (Bureau) has worked diligently to promote the city's beautiful
attributes as a premier destination when visiting Southern California. We are proud of the work we have
accomplished. Focusing on the consistent brand messaging using the Art of Fashion, Art of the Stage,
and Art of Dining, the Bureau continues to put Costa Mesa on the map both domestically and now
x ;s "1. internationally.
California remains the number one travel destination in the United States, and the positive momentum
we have felt over the last fiscal year in the tourism industry has been exciting. The state of California
1 set a record of more than $106 billion in tourism spending in 2012. Orange County travel impacts were
at $9.4 billion in direct spending, which contributed to $232 million in local taxes and $358 million in state
taxes (according to Dean Runyan and Associates, 2013).
f, According to Star Data Research, hotel occupancy in the state grew 2.8% to 70.7%, and the average
daily rate (ADR) was $130.45 — up 5.6% compared to 2012. Closer to home, Orange County occupancy
grew 2.5% to 77.5%, and the ADR was $121.61 — an increase of 8.4% (as reported by PKF Consulting).
. Participating hotels within the Bureau achieved an increase of 9.9% in occupancy, reaching 79.3%
occupancy, and grew ADR to $122.60, an increase of 2.4%.
- Maximizing the Bureau's budget and audience reach, we will continue to partner with Visit California
(also known as the California Travel and Tourism Commission), the Orange County Visitors
Association and John Wayne Airport, Orange County. Leveraging our marketing funds in co-op
programs with these partners will enable us more opportunities to enhance our destination marketing
efforts and increase the number of visitors to Costa Mesa.
Investments into renovations of our hotels continue to enhance our portfolio of lodging choices.
The Hilton has completed a renovation of its ballroom space, added a new Executive Lounge Club, and
created a sophisticated tech lounge in the lobby of the hotel and a Grab -n -Go pantry. The Holiday Inn
Express (HIE) is completing upgrades to its guest rooms, lobby and Sunshine breakfast room.
Added amenities to the HIE include the addition of a fitness center, pool and meeting room.
The Costa Mesa Marriott remodeled its fitness center, and the Crowne Plaza launched the opening
_ of the Fireside Tavern as well as created a welcoming porte-cochere entrance for guests. The city also
welcomed fantastic new restaurants such as Taco Maria and Greenleaf Gourmet Chopshop at the
OC Mix, Seabirds Kitchen at The LAB, Fluff Ice and Jerry's Wood -Fired Dogs at Marquee CM, and
— - -- H2O Sushi, Saddle Ranch Chop House and EI Corazon de Costa Mesa at the Triangle.
— _ 7 The future holds many enticing opportunities to introduce Costa Mesa to both domestic and
-- international travelers. The Bureau remains a creative and driven staff of four, full-time associates
—4 kF dedicated to highlighting the City of the Arts- as a "must -see" destination when visiting Orange County.
_ Paulette Lombardi -Fries
v — - President, Costa Mesa Conference and Visitor Bureau
COSTA MESA CVB ANNUAL REPORT 5
Method and Basis of Levy
The proposed method and basis of levying the assessment to allow each business owner to estimate
the amount of the assessment to be levied against his or her business are set forth according to City
of Costa Mesa Ordinance 95-9, and as follows:
The BIA assessment will be used to fund the Costa Mesa Conference & Visitor Bureau. The Bureau will
fund marketing efforts to promote tourism in Costa Mesa and will sponsor related tourist events that
benefit the hotel and motel businesses within the City.
The improvements and marketing to be funded by this assessment are outlined in the annual report.
Revenue
A three -percent (3%) levy will be assessed against each of the 10 hotels listed in the annual report,
based on the net revenue from the sale of overnight room stays.
Business owners shall pay the assessment to the Costa Mesa City Finance Department on a monthly
basis. A penalty and interest shall be assessed on late payments.
New hotel and motel businesses that are interested in participating in the BIA commenced after
the effective date of the resolution of intention will be considered to join prior to the new fiscal year
when the Bureau is up for renewal with the City Council.
i•
Avenue of the Arts
Wyndham Hotel
Ayers Hotel & Suites
Best Western Plus
Newport Mesa Inn
Hilton
Crowne Plaza
Holiday Inn Express
Hotel & Suites
Marriott
Ramada Inn & Suites
Residence Inn
by Marriott
The Westin South
Coast Plaza
3350 Avenue of the Arts
Costa Mesa, CA 92626
325 Bristol Street
Costa Mesa, CA 92626
2642 Newport Blvd.
Costa Mesa, CA 92627
3050 Bristol St.
Costa Mesa, CA 92626
3131 Bristol St.
Costa Mesa, CA 92626
2070 Newport Blvd.
Costa Mesa, CA 92627
500 Anton Blvd.
Costa Mesa, CA 92626
1680 Superior Ave.
Costa Mesa. CA 92627
881 Baker St.
Costa Mesa, CA 92626
686 Anton Blvd.
Costa Mesa, CA 92626
Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92626
Newport Country Inn
& Suites, Inc.
355 Bristol St., Suite A
Costa Mesa, CA 92626
James Hsuen
& Shang -Pu Lee
2642 Newport Blvd.
Costa Mesa, CA 92627
Ashford TRS CM LLC
14185 Dallas Parkway
Suite 1100
Dallas, TX 75254
Brighton Management
1901 Main Street
Suite 150
Irvine, CA 92614
Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92627
Marriott International
10400 Fernwood Rd.
Bethesda, MD 20817
B.D. Inns Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
Marriott International
10400 Fernwood Rd.
Bethesda, MD 20817
Host Hotels & Resorts
6903 Rockledge Dr.
Suite 1500
Bethesda, MD 20817
Rosanna Inc.
3350 Avenue of the Arts
Costa Mesa, CA 92626
Newport Country Inn
& Suites, Inc.
355 Bristol St., Suite A
Costa Mesa, CA 92626
James Hsuen
& Shang -Pu Lee
2642 Newport Blvd.
Costa Mesa, CA 92627
Remington Lodging
& Hospitality LP
14185 Dallas Parkway
Suite 1100
Dallas, TX 75254
3131 Bristol Property UC, LLC
2711 Centerville Rd.
Suite 400
Wilmington, DE 19808
Narendra B. Patel
2070 Newport Blvd.
Costa Mesa, CA 92627
Host Hotels & Resorts
6903 Rockledge Dr.
Suite 1500
Bethesda, MD 20817
B.D. Inns Inc./Ramada Ltd.
1680 Superior Ave.
Costa Mesa, CA 92627
ING Clarion Partners
2650 Cedar Springs Rd.
Suite 850
Dallas, TX 75201-1491
CJ Segerstrom & Sons
c/o South Coast Plaza
686 Anton Blvd.
Costa Mesa, CA 92626
6 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT
t
8 COSTA MESA CVB ANNUAL REPORT
The tourism industry continues to be a strong
economic driver for the state of California. Visitors
spend more than $106 billion annually in travel -
related spending. State and local taxes accounted
for $6.6 billion. According to Visit California,
between June 2012 and June 2013, the leisure
and hospitality industry added 69,200 jobs, a 4.3%
increase. In 2012, there were 917,000 tourism -
related jobs in California.
According to preliminary numbers, 44.3 million
visitors came to Orange County in 2013, spending
$9.5 billion. The county employs 188,000 total
hospitality workers. That number will continue
to grow, especially since the Anaheim/Orange
County Visitors Bureau announced they will
receive a 200,000 -square -foot upgrade and
expansion to their convention center.
The city of Costa Mesa collected over $7.2 million
in transient occupancy tax in fiscal year 2012-2013.
It was the fourth largest tax generator of the city's
general revenues. The Bureau's partner hotels
employ over 925 associates.
Food & Beverage 29%
Air Transportation 4%
Transportation & Fuel 18%
Accommodations 18%
Retail Sales 16%
Art, Entertainment &
Recreation 15%
California remains the number one travel destination in the United States. Domestic leisure travel to
California will outpace business travel, according to the Tourism Economics 2013 report. Over the past
three years, the Bureau has been focused on leisure, transient business. The feeder markets the Bureau
targeted over the past year include Los Angeles, Phoenix, Las Vegas, San Francisco, Seattle, San Diego,
Palm Springs and the Inland Empire. Markets that directly fly into John Wayne Airport, Orange County,
and the drive market will continue to be a priority for the Bureau. Some of our marketing outreach
to this segment included banner ads, email blasts, radio, elevator communication, billboards, email
newsletters and print.
Annual Domestic Leisure Trips to California
(Annual % Change)
•r-2012
2013•14 RW
2.0% 2.3%
-2015
2.6%
2016
2.7%
Total
3.1% 2.2%
California
3.0%
2.0%
1.8%
2.1%
2.4%
2.6%
Primary Markets
5.2%
2.9%
3.2%
3.6%
3.7%
2.6%
Arizona
5.2%
3.5%
3.2%
3.3%
3.5%
2.3%
Nevada
6.3%
1.3%
3.0%
4.6%
4.4%
2.4%
Oregon
2.6%
3.9%
2.4%
2.7%
3.4%
3.1%
Washington
6.5%
3.3%
3.6%
3.2%
3.0%
2.5%
Utah
4.9%
2.8%
4.1%
4.0%
3.9%
3.3%
Colorado
Opportunity Markets
Texas
5.1%
3.1%
3.4%
3.7%
4.0%
3.1
3.5%
3.3%
3.3%
3.5%
4.1%
3.2%
4.4%
3.9%
4.4%
4.7%
5.0%
3.9%
New York
1.2%
2.1%
1.8%
1.9%
3.1%
2.2%
Illinois
5.1%
3.8%
3.2%
3.4%
3.5%
3.2%
Rest of U.S.
1.3%
2.7%
2.1%
2.2%
2.5%
3.2%
Source: Tourism Economics. Historical sources: TNS Global
Note on volatility of historical data and treatment in forecast: Due to smaller sample sizes and relatively smaller visitor
volumes in absolute terms, the historical data of origin markets tends to be more volatile than total visitor volumes.
10 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 11
California welcomed 15.3 million international travelers in 2013. International visitors are the state's most
valuable tourists. They spend the most (2013 estimates are $22.1 billion), and their average length of stay
exceeds that of the domestic traveler. A growing middle class internationally, coupled with the value of
the U.S. dollar, suggests that international visitation will outpace domestic travel for some time to come.
This past fiscal year, the Bureau began marketing the City of the Arts" to China, Canada and Mexico.
Along with our desire to welcome these guests to our city, the Bureau has invested in translation of our
website and marketing collateral to reach these international markets. Within the next few years, we will
be expanding our reach to additional countries. We will leverage our marketing funds and continue to
partner with the Orange County Visitors Association and Visit California.
Annual International Leisure Trips to California
(Annual % Change)
•
Total 9.1% 5.5%
•
4.5%
•
4.4%
•
4.3%
2016
5.9%
China
34.8%
36.8%
16.7%
18.6%
17.8%
16.0%
Canada
6.4%
3.6%
4.0%
4.1%
4.3%
4.2%
Mexico
8.5%
3.5%
4.1%
4.7%
5.3%
5.5%
Australia
-2.2%
-0.8%
2.8%
3.9%
4.9%
5.5%
United Kingdom
-3.0%
-1.9%
0.4%
1.7%
2.0%
2.6%
India
8.7%
8.1%
8.7%
9.5%
10.0%
11.2%
.Japan
5.4%
7.0%
4.3%
5.1%
5.8%
6.0%
South Korea
-0.5%
1.3%
3.8%
4.7%
6.1%
6.8%
Germany
3.1%
1.8%
4.1%
4.3%
4.5%
4.3%
France
17.0%
-14.1%
0.3%
1.3%
2.0%
2.4%
Scandinavia
4.5%
2.2%
0.9%
1.4%
1.8%
2.3%
South America
19.9%
17.7%
8.1%
9.4%
11.1%
12.4%
Rest of the World
-4.9%
2.5%
4.3%
4.6%
5.6%
Source: Tourism Economics. Historical sources: CIC Research, OTTI
Note on volatility of historical data and treatment in forecast: Due to smaller sample sizes and relatively smaller visitor
volumes in absolute terms, the historical data of origin markets tends to be more volatile than total visitor volumes.
12 COSTA MESA CVB ANNUAL REPORT
66.5 million trips
Domestic 78%
International 22%
$106.4 billion in spending
Domestic 61
International 39%
China
As Visit California notes, California is the top
U.S. destination for Chinese travelers. In 2013,
visitors spent an estimated $2.2 billion. Chinese
visitors spend approximately $2,500 per trip,
which exceeds the spending of any other traveler.
Increases in disposable income and a strong
currency have contributed to the Chinese desire
to travel.
One hundred million Chinese are expected to
travel abroad by 2015. Within another 10 years,
the number of Chinese travelers is estimated at
200 million. California welcomed 280 nonstop
flights per month from China.
The average length of stay for the Chinese traveler was 13.8 days in 2012, which has grown over 30%.
The top five desired California destinations are Disneyland, Hollywood, Universal Studios, Los Angeles
and beaches. According to a study Hall & Partners conducted in August 2012, 47% of people polled
would like to visit Orange County and 53% would like to learn more about it. An estimated 40% of
overall spending in 2012 was on shopping, followed by 21% going towards accommodations and 10%
on food and beverage, according to the U.S. Department of Commerce.
0
At_
Visit to Beijing and Shanghai in October
and China Familiarization Trips to Costa Mesa
November, December, February
14 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 15
Canada
Canadian visitors in 2012 spent $2.1 billion
in California. Canada is the second-largest
international market for the state, and an annual
growth of more than 4% is expected through the
next two years.
Reasonable airfares, great weather, cultured cities
and a diverse selection of dining experiences are
features the Canadian traveler can experience here.
According to Statistics Canada, 33.4% of
Canadian visitors in 2012 came from British
Columbia and 27.4% came from Alberta.
The projected average length of stay in 2013
for the Canadian traveler is almost 10 days, which has grown over 11% compared to the previous year.
According to the Hall and Partners study from August 2012, 35% of those polled would like to visit
Orange County and 50% would like to learn more about it. Visa Vue 2012 reported that 33% of total
credit card spend was on shopping.
The Bureau began marketing the City of the Arts'" in the second half of this fiscal year. A sweepstakes
was created with partners John Wayne Airport, Orange County, and South Coast Plaza targeting those
in British Columbia. This co-op campaign launched in February 2014. The Bureau looks forward to
increasing awareness to this group of travelers and will continue to do so in the upcoming fiscal year.
Mexico
According to Visit California, over 7 million
Mexican travelers visited California in 2012.
504,000 people traveled from Mexico to
California via air travel in 2012. This was a 6%
increase from the previous spending of $498
million. Mexico's growing economy as well as
an overall disinflation contribute to making
outbound travel desirable.
In 2013, there were 420 nonstop flights to
California. In October 2012, Interjet introduced
daily service to Mexico City and Guadalajara
from John Wayne Airport, Orange County
(JWA). Today, JWA has four daily nonstop
flights to Mexico. The number of passengers
serviced on these flights in 2013 was more
than 300,000.
Shopping was listed as the top spending category of a visitor's overall spend among air travelers (33%). As
the Hall & Partners, August 2012 study reports, 39% of those polled would like to visit Orange County and
44% would like to learn more about it. Within the next fiscal year, the Bureau's efforts in partnership with
the Orange County Visitors Association and Visit California will focus on air travelers who spend more
in the state. Specifically, we will concentrate on air travel to Mexico City and Guadalajara as direct flights
on Interjet and AirTran are offered into JWA.
16 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 17
Partnerships
John Wayne Airport, Orange County
John Wayne Airport (JWA) served more than 9.2 million passengers in 2013; the airport saw an increase
of 4.2% compared to 2012. It is the only airport in Orange County that provides commercial passenger
and air cargo service. With over 20 nonstop destinations, the airport welcomes both domestic
and international travelers.
Visitor spending greatly impacts our regional economy and helps sustain jobs. In March 2014, the airport
announced its economic impact results, conducted by InterVISTAS Consulting LLC, for calendar
year 2012. This study measured the direct, indirect and induced economic impacts generated by JWA
in Orange, Los Angeles, Riverside and San Bernardino Counties. 2012 was the first year since 2008
with positive passenger growth, serving nearly 8.9 million passengers. 2.3 million domestic and 56,000
international visitors arrived at JWA in 2012. Domestic visitors arriving through JWA spent $1.8 billion,
and international visitors spent $40.4 million.
JWA has provided direct air service between Orange County and Mexico
for nearly two years and during this time has served about 500,000
passengers. Today, JWA offers daily nonstop service to Cabo San Lucas,
Guadalajara and Mexico City. Through the direct efforts of JWA, the
Orange County Visitors Association (OCVA) and the Bureau are working
on an initiative with Interjet to better understand the marketing opportunities
in Mexico in relation to building awareness about Orange County and
marketing to travelers visiting our destination. As the Bureau embarks on
international marketing efforts, we will partner closely with JWA and OCVA
to ensure the City of the ArtsT" is represented as a "must -see" destination in
Orange County.
JOI*1 vAAY,
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This past summer showcased the first tourism -related Orange County banner at the airport, displayed
outside terminal B baggage claim (late August 2013). Working closely with the marketing team of
OCVA and JWA, 10 cities were showcased welcoming travelers to Orange County.
Throughout the year, the Bureau identifies opportunities to market our city along with other Orange
County city destinations. In December 2013, JWA and the Bureau joined forces to create a one-page
ad for Delta Sky highlighting shopping, the arts and dining in Costa Mesa, as well as the convenience
of our neighboring airport. In addition, there was a 19 -page spread profiling Orange County as a top
destination focusing on shopping, beaches, picturesque weather, outdoor adventure, amusement parks
and great schools. Costa Mesa was recognized in the editorial for shopping, the arts and dining.
Taking advantage of the direct flight servicing nearly 75,000 passengers to and from Vancouver, the
Bureau launched our first-ever Vancouver Sweepstakes, with JWA and South Coast Plaza as our
primary partners. The campaign began in February and will run through mid-May. Online marketing,
social media and print ads support the sweepstakes. The winner will receive round-trip airfare to
JWA, three nights accommodations at the Avenue of the Arts Wyndham Hotel, a $5,000 shopping
spree at South Coast Plaza and an array of dinner and lunch certificates to Costa Mesa's top dining
establishments.
The Bureau will continue to partner with the airport and market to our feeder cities serviced by JWA
services in an effort to drive leisure, transient weekend business to our partner hotels. Branding the
City of the ArtsT" and highlighting the convenience of the airport will remain a focus.
18 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 19
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The OCVA is a destination leadership organization that represents Orange County as one of the
world's premier travel destinations by providing brand marketing, information dissemination, collective
industry advocacy and educational opportunities. The OCVA, which was established over 20 years ago,
is the voice for the visitor industry and is the only organization that promotes the entire county.
The Bureau continues to play an active role on the OCVA Board of Directors and co-chairs the
Marketing Committee. In 2013, Ed Fuller was named OCVAs president and has worked diligently
to make great strides in marketing Orange County. Ed is an internationally recognized hospitality
industry leader. Most recently, he retired after 22 years working for Marriott International as president
and managing director of international lodging. With Ed's leadership and direction, OCVA accomplished
several initiatives, including the first China sales mission. He previously launched several international
programs and is now planning an annual conference that brings together industry leaders and
government officials. Furthermore, Ed is working with California State University, Fullerton to expand
the Center for Entertainment and Tourism Communications.
Leveraging international opportunities with the OCVA has been a priority for the Bureau within the
last year. In 2013, the Bureau became a China Initiative Pioneer along with neighboring cities and
organizations to attract and educate the Chinese about Orange County and the specific attributes of
the City of the Arts". Within the last year, we have benefited from familiarization (FAM) trips, inclusion
in Orange County marketing materials, presentation of city hotel packages, representation in Governor
Brown's China Trade Mission, press conferences and sales calls designed to entice the Chinese visitor
to stay in Orange County. Two full-time sales managers stationed in Beijing and Shanghai have been
working closely with travel and tour operators to promote our destination and Orange County. As
a direct result of this initiative, our hotel partners will see 900+ room nights in the upcoming months.
Educating the market, selling room night packages, and developing FAM trips to Orange County are
our sales managers' primary goals.
The City of the Arts" is represented on the OCVAs Chinese -language website, which launched in
April. Costa Mesa will also be promoted on OC WeChat, a mobile text and voice messaging social
communication service developed in China with 550 million users. Additional marketing efforts, such
as point-of-purchase flyers, will be distributed by wholesalers to their retail outlets during key travel
dates in 2014. Leisure travelers (an estimated 80-85 million travelers) purchase trips from retailers using
wholesaler packages.
The Bureau participated in a major trade mission to China with OCVA in October and visited Beijing
and Shanghai. Twenty-five sales calls and two press conferences were held during this mission. Within
30 days of that sales trip, the Bureau hosted its first FAM trip with 34 reps from China. Two more FAM
trips followed in the months of December and February, when the Bureau hosted an additional 30+
travel decision makers along with international media.
20 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 21
Fiscal Year 20132014
July
$198,412.13
$202,380.37
August
$210,830.39
$215,047.00
September
$211,218.38
$215,442.75
October
$253,470.71
$258,540.12
November
$186,083.24
$189,804.90
December
$192,974.49
$196,833.98
January
$168,712.55
$172,086.80
February
$161,849.43
$165,086.42
March
$173,700.85
$177,174.87
April*
$166,980.00
$170,319.60
May*
$165,994.00
$169,313.88
June*
$160,779.00
$163,994.58
* Projected numbers as BIA checks for these months have not been received.
Fiscal Year 20142015
Total Marketing Expense $1,670,646.13
Online Marketing/ Display Ads/ Eblasts/ Familiarization Tours/Promotions/Print Advertising/
Sponsorships/Video Production/Tradeshows/ Brochures/ Hotel Marketing Fund
Total Employee Expenses
$411,360.22
Salaries/ Payroll Taxes/Workers Compensation/ Employee Benefits
Payroll Services/ Incentives
Total Administrative Expenses
$168,329.90
City Collection/Accounting Audit/Mileage/Bank Charges/Dues & Subscriptions
Insurance/Office Supplies/Rent/Parking/Postage/Telephone/
Travel/Meetings & Conferences
Total Legal Expenses
22 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 23
COSTA MESA CVB ANNUAL REPORT 25
Fiscal Year 20132014
The Bureau continues to execute a marketing plan that encompasses a balance of branding and tactical
elements geared towards increasing overnight leisure travelers. Focusing on consistent brand messaging
using the Art of Fashion, Art of the Stage, and Art of Dining, the Bureau continues to work with Myriad
Marketing to reach our target audience through a variety of channels.
BRANDING VS. TACTICAL
Brandin
Tactical 43%
57%
BRANDING:
• Online/Digital Media
• Print Media
• Outdoor, Broadcast, Events
• Public Relations
• Social Media
• SEO-Google Ad Words & Bing/Yahoo Ads
TACTICAL:
• 50 Reasons to Stay Campaign
• Canada Sweepstakes Co -Op Campaign
• Pandora Radio/Online
• KJZZ Radio/Prize Campaign
• Social Media
• SEO-Google Ad Words & Bing/Yahoo Ads
Audience Overview
Traffic on Travel Costa Mesa.com continues to grow significantly as a result of strong marketing
initiatives, a growing social media presence, and a heavy focus on search engine optimization (SEO).
The Bureau focuses on researching top keywords and applying them to well-written and relevant
content, which contributed to an increase in organic (non-paid/natural) search traffic.
These efforts have resulted in an increase of 89% in total visits, from 102,006 to 192,894. Unique visitors
increased 85%, from 86,579 to 160,156, year over year. Our audience is viewing more content with an
average of 3 pages per visit. Total pageviews increased by 150%, from 231,301 to 577,668, and bounce
rate decreased by 25%.
JUL'12-FEB'13
JUL'13-FEB'14
16% ° 9%
T � 1 0 A
84% 81% I
New Visitor
Returning
Visitor
Source: Google Analytics
26 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 27
Audience Demographics
Over 90% of traffic to Travel Costa Mesa.com comes from the United States, with California, Arizona
and Washington as the top three states. Visits from Washington significantly increased by 773% year
over year from 876 to 7,644 as a result of geo-targeted print ads and key Ad Words campaigns. It is
crucial we continue to use print as part of our marketing strategy to drive awareness and improve brand
recognition for Costa Mesa.
The Bureau has recently expanded its marketing efforts internationally into China, Canada and Mexico.
China is the world's fastest-growing major economy, and California is the most desired U.S. travel
destination. With an increase in nonstop flights to California, there has been an increase in visitors from
Canada and Mexico over the past few years. Over 100 pages of Travel Costa Mesa.com content have
been translated into Mandarin and Spanish to cater to these emerging markets. The Bureau plans to
further those efforts by hosting Travel Costa Mesa.com in China and Mexico by purchasing domains.
Source: Google Analytics
Translated Website Pages
Mandarin
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28 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 29
Access by Device
The mobile landscape is rapidly evolving, with more generations of smart devices available and higher
consumer demand for mobile usability and responsive design. Mobile has become an increasingly
important factor in how people interact online and how they are searching for content, and it will
continue to increase in coming years.
Mobile devices represent more than 50% of total visits to Travel CostaMesa.com. Mobile outperforms
desktop, reflecting a 347% increase (18,344 to 81,914) year over year compared to an increase of desktop
users by 27% (72,630 to 92,084). It is critical that we leverage the increasing demand for mobile access
and continue to focus more on mobile site functionality and user experience in an effort to drive more
traffic to Travel CostaMesa.com.
Mobile Site
rCISTA ME=S,#Y O/ rVIL pL�ssr
FOLLOW US
100%
80%
60%
40
20%
0%
Tablet
Z ..
r Desktop
Source: Google Analytics
Organic Traffic
Organic search represents the largest amount of traffic to Travel Costa Mesa.com and continues to
increase as we introduce more keywords, pages and activities to our site. Google continues to be the
dominant search engine for internet users; however, traffic continues to improve for Yahoo and Bing
year over year.
More and more users are visiting the Bureau's site as an information resource for venues, events,
attractions, deals and activities in Costa Mesa. The Bureau takes pride in creating quality content and is
highly aware of our followers' interests through our social media, blogs, newsletters and site traffic analysis.
Jul'12-Feb'13
6% 4%
r
L
J
Jul'13-Feb'14
6%
■ Google
■ Bing
■ Yahoo
Source: Google Analytics
30 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 31
Top Viewed Pages
Mobile traffic made an unprecedented jump with an increase of 1,933% from 4,174 to 84,845 year over
year. The two marketing campaigns that had the most impact were 50 Reasons to Stay and Costa Mesa
Restaurant Week. The 50 Reasons to Stay campaign successfully achieved over 2,600 room nights, with
a 244% increase in web traffic year over year. Costa Mesa Restaurant Week traffic increased 155% from
16,935 to 43,156 year over year.
Source: Google Analytics
Top Viewed Pages
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32 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 33
Social media is imperative to online
marketing efforts because it helps drive
brand awareness, provides a "unique" voice
for the Travel Costa Mesa brand, drives
visitors to the website and increases our
online reputation. Engaging our visitors
through social media is the evolution
of communication today, as people
increasingly feel the need to share their
interests through an online community.
The Bureau creates rich content and
builds Travel Costa Mesa as a trusted
"go -to" source for information. The number
of social media followers has grown
across each outlet. The number of social
referrals, or visits to Travel Costa Mesa.com
directly from social media sites, has grown
substantially. Facebook referrals increased
by 190% and Twitter referrals grew by
997% year over year. All social media
traffic has increased through organic
efforts, which leads to more loyal and
engaged followers who are likely to share
information with friends.
Tumblr Google+
Pinterest <1% 2013 <1%
1%
logger Hootsuite
Tripadvisor °
15%
Yelp ------ I -- --------
Facebook
58%
Twitter
12%
Pinterest Blogger
1%
Tripadvisor
9% y
Tumblr Google+
2014 <1% <1%
Hootsuite
Twitter
32
Facebook
43%
Social Media Followers
34 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 35
The Travel Costa Mesa.com calendar is updated on a
regular basis. In 2013-2014, the calendar page received a
total of 28,114 pageviews, with 14,842 unique pageviews.
The number of pageviews increased by 89% and unique
pageviews increased by 39% year over year. The number
of mobile users who viewed the Travel Costa Mesa.com
calendar increased by nearly 600%.
Calendar Of Events
March 2014
2 3 4 5
9 10 11 12
16 17 18
23 24 25
30 31
19
IBAcx ■N=I
1
6 7 8
13 14 15
20 21 22
26 27 28 29
Shen Yun brings to Ilfe 5,000 years of
Chlnese clvlIIzatlon through classlcaI
Chlre-se -6ance ano music In an
exhlIarad ng show you wlII never forget.
18th 5t. Patrick's Day Celebration &
Green Festival
03.16.2014 1 Learn Mere
I Love Lucy Live On Stage
03.16.2014 1 Learn More
Orange County's Largest Mixer
03.19.2014 1 Learn More
Patti Lu Pone
03.22.2014 1 Learn More
The Travel Costa Mesa blog is updated 1-3 times per
week with original content about events, food, shopping
and the performing arts. Through the blog, the Bureau has
been able to further establish strong partnerships within
the city. The blog is important for our website ranking
and SEO efforts, in addition to engaging with our visitors.
Focused keywords help strengthen Google rankings for
Travel Costa Mesa.com.
This year, the blog received 49,957 pageviews, an increase
of 78% over last year. The blog received 34,462 pageviews
as a result of direct clicks from links shared via social media
or the monthly newsletter. The average time spent on the
blog remains the same, at 1:59 per visit.
DSTA MESIO
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Costa Mesa Conference and Visitor Bureau Blog
C.aaia Un > F.W a V.Mda 1.. do Y. Go— r w. Crnla Mfu 0—W GhA,
Fireside Tavern of Crowne Plaza Cosfa
Mesa Orange Counfy
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Posted by Costa Mesa Cvh III - March 18
I Love Lucy Lice On Stage opens tonight at Segerstrom
Center For the Arts! Visit us on Twitter to learn how you
can win a FREE pair of tickets For the show on Thursday,
March 20!
I Love Lucy& Live On Stage -
www.travelcost amesa.com
Witness one of the most beloved shows in TV history like you've
never seen it before in I Love Luty@ Live On Stage at Segerstrom
Center for the Arts.
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36 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 37
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There are currently 20,665 subscribers to the Bureau's monthly email newsletter. New subscribers
are added weekly through partnerships with Orange County Visitors Association, Sunset Magazine,
Go-California.com, Visit California and lead generation activities such as online sweepstakes or
tradeshow engagement.
COSTA ES
CITY CF THE ARTS'
2014 OC Marathon
The OC Marathon is cn May 4, 2014. 8cok
ncwr and stay the night in a participating
Costa Mesa hotel and get FREE shuttle
serviee to and from the race.
Scott's Wedding Open house Costa b-icsa 55 Tavern+ Howl
$#11m1�ry, M1�ucN {dl k • 12- ppm
Enjoyappet¢ers and champagne while The trendy new howling alleyapens.
you mingle with 00s top wedding tonight at The TriangIE!
vendors.
HOME I At 0001 U5 I PRESS BOOM I CONTACT US I S11E MAP I M�MNGS & EV�MTS
COSTA MESA CVB ANNUAL REPORT 39
The Bureau used print advertisements to showcase the city of Costa Mesa as a leisure destination
to travelers meeting our target demographics. The ads were geo-targeted to California, the Pacific
Northwest and Southwest states. The advertisements focused on the city as a warm -weather
destination, highlighting shopping, dining and theater experiences. Print advertisements received
over 2.5 million impressions.
Media Outlets
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VISIT TRAVE 0STAMISA.COMMMO - v_
40 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 41
V
The Bureau continued the successful 50 Reasons to Stay online tactical campaign to drive overnight
stays to Costa Mesa. Online banner advertisements and specialized email blasts featured this gift card
offer, with a call to action driving online visitors to a landing page on Travel CostaMesa.com.
The campaign targeted leisure travelers, including the LGBT market, in California, Arizona, Nevada,
Oregon and Washington. The campaign ran during the summer and holiday timeframes. Banner ads,
radio, billboards, in -elevator video, email and print were used to promote this package. Over 2,600 room
nights were booked with this promotion.
Media Outlets
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44 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 45
Highlighted successes as a result of attending
the IPW tradeshow in 2013 were:
• $20k in booked room night revenue
• 6 -page spread in Food and Travel, Mexico,
highlighting the City of the ArtsT" as a destination
to the discerning Mexican luxury traveler
COSTA MESA
Quality is
Tntr.rnatinnal T)"tination
In an initiative to expand marketing efforts to the Canadian marketplace, the Bureau partnered with
John Wayne Airport, Orange County (JWA) and South Coast Plaza to launch an online campaign
targeted to Vancouver and the greater British Columbia area in the spring of 2014. The campaign
landing page www.traveIcostamesa.com/freegetaway launched in February 2014 and was developed
in both English and Mandarin.
The Bureau targeted Vancouver not only for its nonstop flights to JWA, but also because the area has
one of the largest populations of Chinese residents in Canada. We chose to place a print campaign in
Sing Tao Daily because it is the largest and best-known Chinese language newspaper in Vancouver.
The online and print advertisements showcased a sweepstakes offer to win a trip to Costa Mesa.
The package includes a $5,000 shopping spree at South Coast Plaza, accommodations, dining,
and round-trip airfare to JWA.
Press releases were issued from the Bureau and JWA to key media and bloggers. Targeted ads with
Facebook and Twitter will continue through May.
Media Outlets
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46 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 47
Creative
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COSTA ME51�
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The Bureau continues to be a sponsor of the OC Marathon, an annual Orange County event with over
14,000 participants. All 10 of our hotels host runners overnight for this marathon. Within the last three
years, more than 1,600 room nights were booked as a result of the race. In 2014, the Bureau will offer
complimentary shuttle transportation to and from the race for those guests spending the night in our
partner hotels. This will be the third year that the Bureau has offered this shuttle service.
Tht! Costa Mesa Conference and Visitor Bureau is
Pleased to provide comp!lrrtentary rare day shuttles"
Lo and from the tate for participants with confirmed
reservation, hookers through this website, anty at a
Costa Mesa Hotel listed below.
ofXCI1SIVFOFFERFORPARTICIPATING The Costa Mesa Hotels will provide wrist bands to,
COSTA MESA HOTELS ONLY shuttle rransportaTion for up to 2 guest; per booked
roam Shuttle schedule will be provided upon cneck in -
There will be ONE departure time to the start line of each race, There will be se%v(al pick up times from the finlsh
line of the race back to your hotel.
To reserve your spot on the shuttle you must: a) First, reserve a room at a participating CIC Marathon Costa
RM hotel fisted below and b) complete the shuttle sign-up form no later than April 2S, 2614. IF you do not
complete the shuttle sign-up form, you will not receive a wrist band for shuttle transportation and you will
need to make your own Arrangements.
Click Here to Take Survey
Hi
Looking for a place to stay during our 10th Anniversary Event weekend?
the OC Marathon has partnered with preferred event hotels In Newport Beach and Costa Mesa hotels to offer a Special
Rate for those requesting the "OC Marathon" room block. This is an opportunity be welcomed as a marathon guest, enjoy
amenities tailored specifically to your needs during the OC Marathon weekend and to stay with fellow runners. Make sure
you mention OC MARATHON 2014 when you rewire your room.
Official Headquarter Hotels
Hilton Orange County/Costa Mesa
'Official Finish Linc Hoter Comphmertary, a -r conditioned roach shutfle ser,.
start and back from the finish. Rates starting at $1 l4.00S1n0,uJQbl.
Start Lone' 5.90 miles
114n4sh tine, 1.85 M+ks
Mention '0CMARATH0N 2014' for b esT P"cing:
3w W00 street
Costa Me%A. CA.
SOO.A45-8667
COSTA MESA CVB ANNUAL REPORT 53
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The City of the Arts" showcased the marketing pillar, the Art of Dining, through Costa Mesa
Restaurant Week" (CMRW). A total of 40 restaurants participated in CMRW 2013. The kickoff party
was at Noguchi Garden, and Orange Coast Magazine was the media sponsor. This private event raised
over $18,000 for Someone Cares Soup Kitchen. CMRW was advertised through various mediums such
as print ads, buses and bus stop ads, online, email blasts and social media.
COSTA MESA
11:1N
RESTAURANT WEEK
August 16-23. 2013
Crgvy spiucGiul IUnc r1 unu uinrrer mcity viwrs
at top Costa Mesa restaurants
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CostaM eso Restaura ntweek.org
COSTA MESA
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August 16- 23. 201
COSTA MESA CVB ANNUAL REPORT 55
In 2011, the Bureau purchased the Costa Mesa sponsorship page on TripAdvisor. Users who search for
Costa Mesa are directed to our destination page. The sponsorship page includes information about the
city, as well as photos and links to Travel Costa Mesa.com. We continue to own and maintain our page.
Geo -targeted online banners ran for the 50 Reasons to Stay campaign and the Canada sweepstakes
campaign throughout the year.
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THE ART OF
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WEEKEND
COSTAMESA
Costa Rosa weather
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Google AdWords & Bing/Yahoo Ads
SEO has seen a significant increase in figures compared to the same period last fiscal year. We achieved
approximately four times the number of clicks this year as compared to last year, and the number of
impressions increased by over two million. The average click -through rate nearly tripled, while the
average cost per click decreased.
Several SEO campaigns include:
• 50 Reasons to Stay tactical campaigns
• Costa Mesa Restaurant Week campaign
• Costa Mesa hotel stays during marathons — OC Marathon and Surf City Marathon
• Canada Sweepstakes campaign
• General branding campaign
3 NIGHTS ACCOMMODATON ItJ
WINCOSTA MESASOUTHE
Costa Mesa, CA
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Concerts, gallerys, amazing
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COSTA MCSq
CALIFORNIrA
56 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 57
The Bureau continues to seek new PR opportunities in an effort to share newsworthy content about
Costa Mesa. Examples of some of the press releases developed are:
• Avenue of the Arts Wyndham Hotel Awarded Coveted AAA Four -Diamond Award
• Costa Mesa Hosts China FAM Trip
• Canada Co -Op Sweepstakes
• Costa Mesa Welcomes New Marketing Manager
In May, we will participate in the KJZZ Travel & Adventure Expo in Phoenix and Visit California's
San Francisco Media Event. These events allow us the opportunity to reach qualified, targeted
consumers as well as media professionals to expand our media database.
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+ performing arts center.
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hest and brightest new chefs, and staff members surrounding him at all
times.
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58 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 59
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establishing himself as a tally gifted "culinary magicians" here in Southern
California.
® Garcia, a native of the Pico Rivera area, has once again created dining
KuppuN Ara magic in the exclusive enclave of Costa Mesa by revamping "The Silver
Trumpet" Restaurant, located in the always tong Wyndam Hotel located at
3:3qu Avenue of the Arts, near the Segerstrom Center for the Performing Am.
o.e4..e k.bi i
•,p14� Before cable networks like the Bravo network eves dreamed up "rop Chef,"
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arts program be created when he oversaw "Grille 91" at the Cerritos Sheraton
Hotel which coincidentally is located just feet away from another upscale
+ performing arts center.
C1 Garcia's has the flare and dedcatton in attracting and training some of the
hest and brightest new chefs, and staff members surrounding him at all
times.
■
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58 COSTA MESA CVB ANNUAL REPORT COSTA MESA CVB ANNUAL REPORT 59
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Attachment 2
Bylaws of
Costa Mesa Conference & Visitor Bureau
A California Nonprofit Mutual Benefit Corporation
ARTICLE I
NAME AND PRINCIPAL OFFICE
The name of the corporation is Costa Mesa Conference & Visitor Bureau ("CVB"). The
principal office for the transaction of the affairs and activities of this corporation shall be located
in the City of Costa Mesa. The Board of Directors may change the location of the principal
office.
ARTICLE II
PURPOSE
The purpose of this corporation shall be to promote tourism for the general benefit of businesses,
hotels and motels in the City of Costa Mesa, California.
ARTICLE III
LIMITATIONS
Section 1: Assets. This Corporation is not organized, nor shall it be operated, for pecuniary gain
or profit, and it does not contemplate the distribution of gains, profits or dividends of its
members and is organized solely for nonprofit purposes. No part of the profits or net income of
this Corporation shall ever inure to the benefit of any Director, officer or member thereof, or to
any individual. Upon the dissolution or winding up of the Corporation, after payment of, or
provision for payment of, all debts and liabilities of this Corporation, the remaining assets shall
be distributed to a nonprofit fund, foundation or corporation which has been formed to provide
benefits or services for Costa Mesa tourism businesses and which has established its tax-exempt
status under §501(c) of the Internal Revenue Code. If no such corporation as described above is
in existence at the time of dissolution, then the remaining assets shall be distributed to a
nonprofit fund, foundation or corporation, which has established its tax-exempt status under
§501(c) of the Internal Revenue Code.
Section 2: Construction. Unless the context requires otherwise, the general provisions, rules of
construction, and definitions in the California Nonprofit Mutual Benefit Corporation Law shall
govern the construction of these Bylaws. Without limiting the generality of the preceding
sentence, the masculine gender includes feminine and neuter, the singular includes the plural, the
plural includes the singular, and the term "person" includes both a legal entity and a natural
person.
1
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
ARTICLE IV
MEMBERS
Section 1: Definitions. This corporation shall have no members within the meaning of the
California Nonprofit Corporation Law, pursuant to Corporation Code §7332(a) as may be
amended or re -codified from time to time. As used herein, the term members shall refer to
Directors. The Board may, in its discretion, admit individuals to one or more classes of
nonvoting members; the class or classes shall have such rights and obligations as the board finds
appropriate.
ARTICLE V
DIRECTORS
Section 1: Number. The corporation shall have no less than nine (9) and no more than fifteen
(15) Directors. The precise number of Directors for any given year shall be set by resolution of
the board and equal to the number of businesses assessed in the Costa Mesa Tourism &
Promotion Business Improvement Area ("BIA") plus two. Each Director shall have one vote. A
reduction in the number of Directors shall not result in removal of any Director before his or her
term of office expires.
Section 2: Tenure. Each Director of the corporation shall serve for a term of five (5) years.
Section 3: Criteria. The Board shall be composed as follows:
A. Two Directors shall be representatives of the City of Costa Mesa:
1. One shall be a city employee designated by the city's chief executive officer;
and
2. One shall be a city council member. If the council member declines the
appointment, the representative shall instead be a city employee designated by
the city's chief executive officer.
B. The remaining directors shall be the general managers of each lodging business
assessed by the BIA.
C. Directors shall not be allowed to designate alternates.
Section 4: Annual Election. Directors shall be elected by the Board. Election of Directors shall
take place at the annual meeting of the corporation. Procedures for election of Directors shall be
determined by the Board of Directors.
Section 5: Powers. Subject to the provisions and limitations of the California Nonprofit Mutual
Benefit Corporation law, the provisions of the BIA, and any other applicable laws, and subject to
any limitations of the Articles of Incorporation and these Bylaws, the corporation's activities and
affairs shall be managed, and all corporate powers shall be exercised by, or under the direction
of, the Board.
2
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
Section 6: Specific Powers. Without prejudice to the general powers set forth in Article V,
Section 6 of these Bylaws, but subject to the same limitations, the Board shall have the power to
do the following:
A. Appoint and remove, at the pleasure of the Board, all corporate officers, agents, and
employees; prescribe powers and duties for them as are consistent with the law, the
Articles of Incorporation, and these Bylaws; fix their compensation; and require from
them security for faithful service.
B. Change the principal office or the principal business office in the City of Costa Mesa
from one location to another; cause the corporation to be qualified to conduct its
activities in any other state, territory, dependency, or country; conduct its activities in
or outside California; and designate a place in the City of Costa Mesa for holding any
meeting of members.
C. Borrow money and incur indebtedness on the corporation's behalf and cause to be
executed and delivered for the corporation's purposes, in the corporate name,
promissory notes, bonds, debentures, deeds of trust, mortgages, pledges,
hypothecations, and other evidence of debt and securities.
Section 7: Occurrence of Vacancies. A vacancy or vacancies on the Board shall occur in the
event of:
A. The death, removal or resignation of any Director; or
B. The declaration by resolution of the Board of a vacancy in the office of a Director
who has been convicted of a felony, declared of unsound mind by a court order, or
found by final order or judgment of any court to have breached a duty arising under
Corporations Code §7238, the BIA, or other applicable laws; or
C. An increase in the authorized number of Directors; or
D. A Board member no longer being authorized to represent the business or City they
were selected to represent; or
E. The failure of an election to elect the number of Directors required to be elected in
that election.
Section 8: Filling Vacancies. Vacancies on the Board may be filled by approval of the Board,
or if the number of Directors then in office is less than a quorum, by either:
A. The unanimous written consent of the Directors then in office; or
B. The affirmative vote of a majority of Directors then in office at a meeting held
according to the notice provisions of these Bylaws and the Ralph M. Brown Act; or
C. A sole remaining Director.
Section 9: Resignation of Directors. Any Director may resign by giving written notice to the
chair of the Board, if any, or to the president or the secretary of the Board. The resignation shall
be effective when the notice is given unless it specifies a later time for the resignation to become
effective. If a Directors' resignation is effective at a later time, the Board may elect a successor
to take office as of the date when the resignation becomes effective.
Section 10: Removal of Directors. Any Director may be removed, with cause, by the vote of
the majority of the members of the entire Board of Directors at a special meeting called for that
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
purpose, or at a regular meeting, provided that notice of that meeting and of the removal question
are given as provided in Article VI.
Section 11: Compensation and Reimbursement. Directors shall serve as volunteers and shall
not be compensated. Directors may be reimbursed for expenses, as the Board may establish by
resolution to be just and reasonable to the corporation at the time that the resolution is adopted.
Section 12: Advisors. The Board may, in its discretion, invite individuals to serve as Advisors
to the Board. Advisors shall be invited to Board meetings in the same manner as are Directors,
but shall not be Directors.
ARTICLE VI
MEETINGS
Section 1: Annual Meeting. The annual meeting of the corporation shall be held once per year,
at such time and on such date as the Board may fix from time to time. At the annual meeting,
Directors shall be elected and other business may be transacted, subject to the provisions of these
Bylaws. Notice of the annual meeting shall be posted at least seventy-two hours prior to the
meeting in a publicly accessible location, in accordance with the requirements of the Ralph M.
Brown Act. Each notice shall state the general business to be transacted, and the day, time and
place of the meeting.
Section 2: Board of Directors Regular Meetings. The Board shall meet not less than every -
other -month on dates agreed upon by the Board. Notice of regular meetings shall be posted at
least seventy-two hours prior to the meeting in a publicly accessible location, in accordance with
the requirements of the Ralph M. Brown Act. Each such notice shall state the general business
to be transacted, and the day, time and place of the meeting. Business may be transacted at any
regular meeting of the Board in accordance with the requirements of the Ralph M. Brown Act.
Section 3: Board of Directors Special Meetings. Special meetings of the Board may be called
by the Chairperson of the Board or any three Directors. Notice of special meetings shall be
given to each Director stating the time, place, and business to be discussed at least twenty-four
hours before the time of the meeting specified in the notice. Notice shall be delivered to the
Board personally or by any other means pursuant to Government Code §54956. Notice shall also
be posted at least twenty-four hours prior to the meeting in a publicly accessible location in
accordance with the requirements of the Ralph M. Brown Act.
Section 4: Notice of Meetings. Notice of all meetings will be given in accordance with the
provisions of the Ralph M. Brown Act, Government Code §54950 et. seq. The noticing
provisions in these Bylaws shall be subject to any amendments of the Ralph M. Brown Act.
Section 5: Place of Meetings. All meetings of the corporation shall be held at such location in
the City of Costa Mesa as may be determined by the Board.
Section 6: Telephonic Appearance. Teleconferencing, as authorized by §54953 of the Ralph
M. Brown Act may be used for all purposes in connection with meetings. All votes taken during
a teleconferenced meeting shall be by roll call. If teleconferencing is used, the Board shall post
4
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
the agenda at all teleconference locations and conduct teleconference meetings in a manner that
protects the statutory and constitutional rights of the parties or the public appearing before the
Board. Each teleconference location shall be identified in the notice and agenda of the meeting,
and each teleconference location shall be accessible to the public. During the teleconference, at
least a quorum of the members of the Board shall participate from locations with the boundaries
of the City of Costa Mesa. The agenda shall provide an opportunity for members of the public to
address the legislative body directly pursuant to §54954.3 at each teleconference location.
Section 7: Quorum. At any meeting of the Board, a majority of the members of the Board shall
constitute a quorum. If less than a quorum is present at a meeting, a majority of the Directors
present may adjourn the meeting from time to time without further notice other than
announcement at the meeting, until a quorum shall be present. There shall be no voting by
proxies or voting by absentia.
ARTICLE VII
OFFICERS
Section 1: Offices Held. The officers of the corporation shall be a Chairperson, a Vice
President, a Secretary, a Treasurer, and such other officers as the Board may from time to time
designate. All officers shall be members in good standing of the Board. Any number of offices
may be held by the same person. The officers of the Corporation shall also serve on the
executive committee of the corporation.
Section 2: Election of Officers. The officers of this corporation shall be chosen every other
year by the Board and shall serve at the pleasure of the Board, subject to the rights of any officer
under any employment contract.
Section 3: Term. All officers shall be elected for a term of two (2) years or until their
successors are elected and qualified.
Section 4: Removal of Officers. Without prejudice to the rights of any officer under an
employment contract, the Board may remove any officer with or without cause.
Section 5: Resignation of Officers. Any officer may resign at any time by giving written notice
to the Board. The resignation shall take effect on the date the notice is received or at any later
time specified in the notice. Unless otherwise specified in the notice, the resignation need not be
accepted to be effective. Any resignation shall be without prejudice to any rights of the
corporation under any contract to which the officer is a party.
Section 6: Vacancies in Office. A vacancy in any office because of death, resignation, removal,
disqualification, or any other cause shall be filled in the manner prescribed by these Bylaws for
normal appointments to that office. However, vacancies need not be filled on an annual basis.
Section 7: Responsibilities of Chairperson. The Chairperson shall preside at all meetings and
have such other powers and duties as the Board or these Bylaws may require.
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
Section 8: Responsibilities of Vice President. The Vice President shall assume the duties of
the Chairperson in his or her absence and shall have such other powers and duties as the Board or
these Bylaws may require.
Section 8: Responsibilities of Secretary. The Secretary of the corporation shall have the
following responsibilities:
A. The Secretary shall keep or cause to be kept, at the corporation's principal office or
such other place as the Board may direct, a book of minutes of all meetings,
proceedings, and actions of the Board, of committees of the Board, and of any
members' meetings. The minutes of meetings shall include the time and place that
the meeting was held; whether the meeting was annual, general, or special, and if
special, how authorized; the notice given; and the names of persons present at Board
and committee meetings.
B. The Secretary shall keep or cause to be kept, at the corporation's principal office, a
copy of the Articles of Incorporation and Bylaws, as amended to date.
C. The Secretary shall keep or cause to be kept, at the corporation's principal office or at
a place determined by resolution of the Board, a record of the corporation's members,
showing each member's name, address, business represented, and class of
membership.
D. The Secretary shall give, or cause to be given, notice of all meetings that these
Bylaws require to be given. The Secretary shall keep the corporate seal, if any, in
safe custody and shall have such other powers and perform such other duties as the
Board or the Bylaws may require.
E. The Secretary shall maintain, or cause to be maintained, the corporation's records in
accordance with the requirements of the California Public Records Act, Government
Code §6250 et seq.
Section 9: Responsibilities of Treasurer. The Treasurer of the corporation shall have the
following responsibilities:
A. The Treasurer shall keep and maintain, or cause to be kept and maintained, adequate
and correct books and accounts of the corporation's properties and transactions. The
Treasurer shall send or cause to be given to the Directors such financial statements
and reports as are required to be given by law, by these Bylaws, by the BIA, or by the
Board. The books of account shall be open to inspection by any Director at all
reasonable times.
B. The Treasurer shall deposit, or cause to be deposited, all money and other valuables
in the name and to the credit of the corporation with such depositories as the Board
may designate; shall disburse the corporation's funds as the Board may order; shall
render to the President and the Board, when requested, an account of all transactions
as Treasurer and of the financial condition of the corporation; and have such other
powers and perform such other duties as the Board or these Bylaws may require.
C. The Treasurer shall review monthly financial reports prepared by CVB staff.
Section 10: Contracts with Directors. No Director of this corporation nor any other
corporation, firm, association, or other entity in which one or more of this corporation's
6
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
Directors are Directors or have a material financial interest, shall be interested, directly or
indirectly, in any contract or other transaction with this corporation unless:
A. The material facts as to the transaction and such Director's interest are fully disclosed
or known to the members and such contract or transaction is approved by the
members in good faith, with any membership owned by any interested Director not
being entitled to vote thereon; or
B. The material facts regarding such Director's financial interest in such contract or
transaction or regarding such common Directorship, officership, or financial interest
are fully disclosed in good faith and are noted in the minutes or are known to all
Board members before consideration by the Board of such contract or transaction,
and such contract of transaction is authorized in good faith by a majority of the Board
by a vote sufficient for that purpose without counting the vote of the interested
Director.
Section 11: Loans. The corporation shall not loan any money or property to, or guarantee the
obligation of, any Director or officer of the corporation. The corporation may advance money to
a Director or officer for reasonable business expenses, provided that the Director or officer is
entitled to reimbursement.
ARTICLE VIII
COMMITTEES
Section 1: Establishment. The Board, by resolution adopted by a majority of the Directors then
in office, may create one or more committees, each consisting of two or more Directors, to serve
at the pleasure of the Board. Appointments to committees of the Board shall be by majority vote
of the Directors then in office. The Board may appoint one or more Directors as alternate
members of such committee, who may replace any absent member at any meeting. Any such
committee shall have all the authority of the Board, to the extent provided in the Board
resolution, except that no committee may do the following:
A. Fill vacancies on the Board or any committee of the Board;
B. Fix compensation of the Directors for serving on the Board or any committee;
C. Amend or repeal Bylaws or adopt new Bylaws;
D. Amend or repeal any resolution of the Board that by its express terms is not so
amendable or repealable;
E. Create any other committees of the Board or appoint the members of committees of
the Board; or
F. Expend corporate funds to support a nominee for Director if more people have been
nominated for Director than can be elected; or
G. With respect to any assets held in charitable trust, approve any contract or transaction
between this corporation and one or more of its Directors or between this corporation
and an entity in which one or more of its Directors have a material financial interest,
subject to the approval provisions of Corporations Code §5233(d)(3).
Section 2: Executive Committee. Pursuant to Article VII of these Bylaws, the Board shall
appoint two or more Directors of the corporation, including the officers, to serve as the executive
committee of the Board. The executive committee, unless limited by a resolution of the Board,
7
Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
shall have and may exercise all the authority of the Board in the management of the business and
affairs of the corporation between meetings of the Board; provided, however, that the executive
committee shall not have the authority of the Board in reference to those matters enumerated in
Article VII. All actions of the executive committee shall be reported to and ratified by the Board
at the next duly scheduled Board meeting. The President may call special meetings of the
Executive Committee.
Section 3: Meetings and Actions of Committees. Meetings and actions of committees shall be
governed by, held, and taken under the provisions of these Bylaws concerning meetings and
other Board actions, except that the time for general meetings of committees and calling of
special meetings of committees may be set either by Board resolution, or if none, by resolution
of the committee. Notice of committee meetings will be given in accordance with the provisions
of the Ralph M. Brown Act. Minutes of each meeting shall be kept and shall be filed with the
corporate records, and in accordance with the provisions of the California Public Records Act.
The Board may adopt rules for governance of any committee as long as the rules are consistent
with these Bylaws. If the Board has not adopted rules, the committee may do so.
ARTICLE IX
INDEMNIFICATION AND INSURANCE
Section 1: Indemnification.
A. To the fullest extent permitted by law, this corporation shall indemnify its Directors
and officers, and may indemnify employees and other persons described in the
Corporations Code, including persons formerly occupying such positions, against all
expenses, judgments, fines, settlements and other amounts actually and reasonably
incurred by them in connection with any "proceeding," as that term is used in the
Corporations Code, and including an action by or in the right of the corporation, by
reason of the fact that the person is or was a person described in the Corporations
Code. "Expenses," as used in these Bylaws, shall have the same meaning as in the
Corporations Code.
B. On written request to the Board by any person seeking indemnification under the
Corporations Code, the Board shall promptly decide under that code whether the
applicable standard of conduct set forth has been met, and if so the Board shall
authorize indemnification.
C. To the fullest extent permitted by law and except as otherwise determined by the
Board in a specific instance, expenses incurred by a person seeking indemnification
under these Bylaws in defending any proceeding covered by these Bylaws shall be
advanced by the corporation before final disposition of the proceeding, on receipt by
the corporation of an undertaking by or on behalf of that person that the advance will
be repaid unless it is ultimately found that the person is entitled to be indemnified by
the corporation for those expenses.
Section 2: Insurance. This corporation shall have the right, and shall use its best efforts, to
purchase and maintain insurance to the full extent permitted by law on behalf of its officers,
Directors, employees and other agents, to cover any liability asserted against or incurred by any
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Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
officer, Director, employee, or agent in such capacity or arising from the officer's, Director's,
employee's, or agent's status as such.
ARTICLE X
RECORDS
Section 1: Maintenance. This corporation shall keep all of the following records, either in
written form or in any other form capable of being converted into clearly legible tangible form or
in any combination of the two:
A. Adequate and correct books and records of account;
B. Minutes of the proceedings of its members, Board and committees; and
C. A record of each member's name, address, and class of membership.
Section 2: Inspection by Directors. Every Director shall have the absolute right, at any
reasonable time, to inspect the corporation's books, records, and documents of every kind, and to
inspect the physical properties of the corporation. The inspection may be made in person or by
the Director's agent or attorney. The right of inspection includes the right to copy and make
extracts of books, records, and documents of every kind.
Section 3: Articles and Bylaws. This corporation shall keep, at its principal office, the original
or a copy of the Articles of Incorporation and Bylaws, as amended to the current date, that shall
be open to inspection at all reasonable times during office hours.
Section 4: Annual Reports. The Secretary of the corporation shall prepare and submit, or cause
to be prepared and submitted, the following annual reports. The Secretary shall keep, or cause to
be kept, copies of all annual reports with the corporation's records. The two annual reports may
be combined into one all-inclusive document.
A. BIA Annual Report. The BIA annual report will be prepared and submitted in
accordance with the provisions of Streets and Highways Code §36533.
B. CVB Annual Report. The CVB annual report shall be prepared within 120 days after
the end of the corporation's fiscal year. This section shall not apply if the corporation
receives less than $10,000 in gross revenues or receipts during the fiscal year. The
report shall contain the following information in appropriate detail:
1. A balance sheet as of the end of the fiscal year, an income statement, and
statement of cashflows for the fiscal year, accompanied by an independent
accountant's report, or if none, by the certificate of an authorized officer of
the corporation that they were prepared without audit from the corporation's
books and records;
2. A statement of the place where the names and addresses of current members
are located; and
3. Any other information required by these Bylaws or the Board.
Section 5: Annual Statement. As part of the annual report to all members, or as a separate
document if no annual report is issued, the corporation shall annually prepare and mail, deliver
or send by electronic transmission to its Directors a statement of any transaction or
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Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
indemnification of the kinds in subparagraph B below within 120 days after the end of the
corporation's fiscal year.
A. The statement shall include:
1. A brief description of the transaction;
2. The names of interested persons involved and their relationship to the
corporation;
3. The nature of interested persons in the transaction;
4. The amount of the interested persons' interest, except that in a partnership in
which such person is a partner, only the partnership interest need be stated.
B. Transactions included in the statement shall be those transactions:
1. To which the corporation or its subsidiary was a party;
2. Which involved more than $50,000 or was one of a number of such
transactions with the same person involving, in the aggregate, more than
$50,000; and
3. In which either of the following interested persons had a direct or indirect
material financial interested (a mere common Directorship is not a material
financial interest):
a. Any Director or officer of the corporation;
b. Any holder of more than 10 percent of the voting power of the
corporation.
ARTICLE XI
OPERATIONS AND ADMINISTRATION
Section 1: Fiscal Year. The fiscal year of the corporation shall begin on July 1 and end on June
30 of each year.
Section 2: President. The Board shall employ a President of the corporation. The President
shall:
A. Serve as the executive officer of the corporation;
B. Be charged with the general supervision and management of the corporation's affairs
and staff;
C. Advise the Board of Directors;
D. Attend all meetings of the Board and executive committee;
E. Serve as an ex -officio member of all committees;
F. Have the authority to counter -sign checks; and
G. Act as the corporation's agent for service of process.
Section 3: Funds. All funds of the corporation shall be deposited in such banks, trust
companies, or other reliable depositories as the Board from time to time may determine. All
checks, drafts, endorsements, notes and evidence of indebtedness of the corporation shall be
signed by such officers or agents of the corporation and in such manner as the Board may
determine from time to time. Endorsements for deposits to the credit of the corporation shall be
made in such manner as the Board may determine from time to time.
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Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
Attachment 2
Section 4: Contracts. The Chairperson, President or any other officer or agent specifically
authorized by the Board may, in the name of and on behalf of the corporation, enter into those
contracts or execute and deliver those instruments that are specifically authorized by the Board.
Without the express and specific authorization of the Board, no officer or agent may enter into
any contract or execution or deliver any instrument in the name of or on behalf of the
corporation.
Section 5: Brown Act Compliance. To the extent that Government Code §54952(c) shall
require the corporation to be subject to the open meeting requirements of the Ralph M. Brown
Act, then the Board will comply with the provisions of Government Code §54950 through and
including §54961. To the extent that any provisions of these Bylaws are inconsistent with the
Ralph M. Brown Act, the provisions of said Act shall prevail. In the event the corporation does
not meet the requirements of Government Code §54952(c), then the Board will not endeavor to
meet the requirements of the Brown Act.
ARTICLE XII
AMENDMENT
Except as otherwise provided herein, and subject to the power of Directors to amend or repeal
the Bylaws, these Bylaws may be altered, amended or repealed and new Bylaws may be adopted
by an affirmative vote of a majority of the Directors present at any regular or special meeting, a
quorum being assembled, provided that written notice of such meeting, setting forth in detail the
proposed revision(s) and explanation(s) therefore, be given not less than 7 days prior to such
meeting.
CERTIFICATE OF SECRETARY
I, Robert Spoto, certify as follows:
1. I am the duly elected and acting Secretary of Costa Mesa Conference & Visitor
Bureau, a California Nonprofit Mutual Benefit Corporation;
2. That these Bylaws, consisting of 11 pages, inclusive, are the Bylaws of the
corporation as adopted by the Board of Directors on
2012;
3. That these Bylaws have not been amended or modified since that date.
Robert Spoto, Secretary
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Bylaws of Costa Mesa Conference & Visitor Bureau
April 2012
COSTA MES/
June 6, 2014
Costa Mesa City Council
77 Fair Drive
Costa Mesa, CA 92626
Dear Costa Mesa City Council Members,
The Costa Mesa Conference and Visitor Bureau Board of Directors has endorsed the BLVD Hotel
at 2430 Newport Boulevard to become a partner with the BIA. On June 5t", the Board voted
unanimously to welcome the BLVD as a participating hotel.
Ms. Jennifer Ixta, General Manager, Mr. Collin Diaz, Director of Public Relations, and Tiana
Nakanishi, Director of Sales and Marketing for the BLVD Hotel gave a 15 minute presentation
showcasing their renovation, amenities and informed the Board about their ownership group
and desire to grow their new branded hotel here in the City of the ArtsTM, Costa Mesa.
We look forward to the BLVD Hotel joining the portfolio of hotels the Bureau represents and
will work closely with their team to ensure a close partnership.
Warm regards,
Paulette Lombardi -Fries
President, Costa Mesa Conference and Visitor Bureau
travel costa mesa.com
Costa Mesa Conference & Visitor Bureau 1 575 Anton Blvd., Suite 880 1 Costa Mesa, California 92626 1 Ph: 714.786.8585 1 Fax: 714.668.9350
Dan,
On behalf of the BLVD Hotels' family, and the BLVD Hotel in Costa Mesa, I wanted to thank
you for sending us the invitation to join the CVB — BIA. Please find this letter as our statement
of intent to proceed with the process.
If I understand correctly, we will need to partake in the June 3rd meeting, to declare our
candidacy to the current Board of Directors. I've advised my team of this and we are prepared
to do so. Please let me know what, if anything, we will need to present or display at this
meeting. Additionally, if there are any other elements ahead of this date that we need to
complete, let me know so that I may get started on those as well.
Again, please accept this letter as our intent to join the Parking & Business Improvement Area
Board of Directors moving forward. Should you have any questions, comments or suggestions,
please don't hesitate to reach me by email, pr(d�blvdhotels. com, or phone, 949-682-9804.
Thank you,
f
Colin Diaz
Director of Public Relations
The BL D Hotel Page 1 of 1
2430 Newport Blvd., Costa Mesa, CA 92627
T: (949) 631-7840 M: (949) 682-8604 F: (949) 548-3720