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- - BIA Public Hearing Attachment 1 - 10/19/2010
ATTACHMENT CITY COUNCIL AGENDA REPORT MEETING DATE: SEPTEMBER 7, 2010 ITEM NUMBER: SUBJECT: BUSINESS IMPROVEMENT AREA (BIA) REAUTHORIZATION DATE: AUGUST 30, 2010 FROM: CITY MANAGER'S OFFICE PRESENTATION BY: THOMAS R. HATCH, ASSISTANT CITY MANAGER FOR FURTHER INFORMATION CONTACT: TOM HATCH, ASSISTANT CITY MANAGER AT (714) 754-5288 RECOMMENDATION: It Is recommended that the City Council: 1) adopt a Resolution of Intention including: reauthorization of the Business Improvement Area (BIA) Assessment District boundaries; approval of the BIA budget; and the setting of a Public Hearing for October 19, 2010 and 2) approve and file the new annual report for the BIA for f=iscal Year 2010-2011. BACKGROUND: In 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 their promotion of tourism within the City, The BIA Imposed a one percent (1%) assessment on the sale of hotel and motel overnight guest room stays. This money was to be used for the establishment and maintenance of a local tourism and promotion council. The Costa Mesa City Council authorized the City Manager to contract with the Costa Mesa Tourism and Promotion Council to develop and administer the BIA, The Council later became the Costa Mesa Conference and Visitor Bureau. The Bureau's Board of Directors Is comprised of the ten (10) general managers of the participating hotels, a representative from the City Council, and the City Manager or his designee. In January of 2000, the participating hotels requested, and the City Council approve an increase in the assessment from one percent (1 %) to two percent (2%). The authority to develop a Business Improvement Area Is detailed In the Streets and Highways Code, Section 36500. This State law enables Costa Mesa to impose an assessment fee on businesses within an area designated by the City. All of Costa Mesa has been designated as the BIA benefit zone, Currently, the number of properties included In the BIA assessment levy Is limited to the ten hotels that have expressed an Interest In participating In the program as detailed in the attached Resolution of Intention (Attachment 1 -- Exhibit A). 1 of 102 ATTACHMENT At a City Council meeting in May and June of this year, the City completed the annual renewal process for the BIA, As part of that process the following occurred: All ten affected property owners were legally noticed of the assessment renewal and provided an opportunity to "protest" the annual assessment through the public hearing process. Staff also noticed all the hotels and motels In the City not currently included in the BIA to allow them the opportunity to be included In the BIA. • The Bureau provided a detailed Annual Report, as required by Section 36533 of the Streets and Highways Code. The Annual Report summarized the Bureau's activities and accomplishments over the past year and is on file in the City Clerk's Office as well as on-line as part of the May 4, 2010 staff report, • Lastly, Mayer, Hoffman, McCann P.C. has completed the annual audit of the Bureau for the fiscal year ending on June 30, 2005, as required by the Professional Services Contract In effect between the City and the Costa Mesa Conference and Visitor Bureau. The audit was included in the annual report as well, ANALYSIS: On August 30, 2010 the City received a letter from Mr. Shaun Robinson, Chairman, Costa Mesa Conference and Visitor Bureau (Bureau), stating that the Board of Directors requests that the BIA assessment be Increased from two percent (2%) to three percent (3%). In addition, Mr. Robinson expressed Interest In the assessment being effective November 1, 2010, In addition to what was provided to the City Council on May 4, 2010, Attachment A — Exhibit B Includes the following Information: Letter from Shaun Robinson, Chairman, Costa Mesa Conference and Visitor Bureau outlining the justification for the proposed increase Including eight key strategies. At the City Council Meeting on September T 2010, Mr. Robinson will provide the City Council with a PowerPoint Presentation that will explain in more detail the significant planning and thought that have guided the. development of these strategles; • A Budget Summary comparison between Fiscal Year 2009-2010 and the Fiscal Year 2010-2011 Budget. The new FY 2010-2011 Budget includes the proposed increase in revenues from $1,114,379 for 2009-2010 to projected revenues of $1,600,000 for 2010-2011, The expenditure section Includes a breakdown of where the increased expenditures would occur; • A Summary Packet of the highlights from the Barrett -Jackson Auction; • A 42 -page report entitled Competitive Assessment for the Bureau. The objectives of this Assessment Include the interest in improving Costa Mesa's position as a visitor destination and to maximize visitor revenue to the Costa Mesa economy; and • The 2010 Destination Brand Marketing and Business Plan. This 31 -page report Includes the identification of destination challenges, brand vision, Bureau vision, mission and goals, customer commitment and priority initiatives. 2 of 102 ATTACHMENT The final stop to reauthorizing the BIA with an increase assessment of three percent (3%) Is to schedule a public hearing and the invite the public to comment on this proposal. The recommendation Is for the City Council to approve this new annual report and to adopt the attached Resolution of Intention including: reauthorization of the BIA Assessment District boundaries; approval of the BIA budget, and the setting of a Public Hearing for October 19, 2010. ALTERNATIVES CONSIDERED; Do not adopt the Resolution of Intention. FISCAL REVIEW; The City Finance Department reported that the Bureau received $1,137,854 in BIA revenue for fiscal year ending June 30, 2010. The Bureau's budget for FY 2010111 Includes $1,600,000 In revenue (which increased from the prior year due to the change In the proposed assessment effective November 1, 2010) and expenditures of $1,335,000. Expenditures are comprised of office rent of $25,000, office furniture, fixtures and equipment of $75,000, employee costs of $360,000, administrative expenses of $125,000 and marketing expenses of $750,000. This budget also Includes $255,000 for the reserve fund. The City continues to provide a moderate level of assistance to CMCVI3 and receives one percent (1%) of the BIA assessment as reimbursement for collection and administrative costs. The one percent (1%) allocated to the City for reimbursement is estimated at $16,000 for the coming fiscal year. This fee will sufficlently cover the costs Incurred by the City In assisting the Bureau, An audit of the CMCVB's expenditures has been completed by the City's Independent auditor to determine if the expenditures are in compliance with State law and the agreement with the City. The most recent audit was included as part of the May 4, 2010 annual report and is on file with the City. LEGAL REVIEW; The City Attorney's Office has prepared the attached Resolution of Intention pursuant to the parking and Business Improvement Area Law of 1989. In addition, the City Attorney's Office has provided legal guidance related to this revised BIA reauthorization process. CONCLUSION: This is the initial step in the reauthorization of the BIA assessment. As with other assessment districts, State law sets up a specific procedure to be followed in the establishment of such an area, The City Council will consider adopting a Resolution of Intention setting the date of the Public Hearing for October 19, 2010 and approving the now annual report of the Bureau. 3 of 102 THOMAS R. HATCH ASSISTANT CITY MANAGER COLLEEN O`DONOGHUE ASSIST. DIRECTOR OF FINANCE ATTACHMENT i KIMBERLY HALL BARLOW CITY ATTORNEY Attachments 1 Resolution of Intention DISTRIBUTION: CMCV13 Chamber of Commerce 4 of 102 ATTACHMENT 1 RESOLUTION NO, 10- A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF COSTA MESA, CALIFORNIA, DECLARING ITS INTENTION TO LEVY A REVISED ANNUAL ASSESSMENT FOR FISCAL YEAR 2010.2011 FOR A BUSINESS IMPROVEMENT AREA COVERING CERTAIN COSTA MESA HOTELS AND MOTELS AND SETTING THE TIME AND PLACE FOR A PUBLIC HEARING ON PROPOSAL. THE CITY COUNCIL OF THE CITY OF COSTA MESA DOES HEREBY RESOLVE AS FOLLOWS. WHEREAS, the California Legislature In adopting the Parking and Business Improvement Area Law of 1989 (Streets & Highways Code § 36500 et, seq) authorized cities to levy assessments on businesses in order to promote economic revitalization and tourism, to create Jobs, attract new businesses, and prevent erosion of business districts; and 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, the purpose of which Is to promote tourism to the City and to fund programs that benefit the hotel and motel businesses within the City of Costa Mesa; and WHEREAS, in January 2000, the City Council approved an increase In the assessment, raising the assessment from one percent (1%) to two percent (2%). The two percent (2%) assessment Is based on the sale of overnight room stays; and WHEREAS, the City Council has voted to continue the special assessment for the Costa Mesa Tourism & Promotion Council Business Improvement Area each year since Its Inception, including the adoption In June, 2010, of Resolution No. 10-41 authorizing the assessment for fiscal year 2010-2011; and 5 of 102 ATTACHMENT WHEREAS, this Resolution of Intention will commence proceedings under the Parking and Business Improvement Area Law of 1989 (Streets & Highways Code § 36541) to levy a modified annual assessment of the Costa Mesa Conference and Visitor Bureau Business Improvement Area effective November 1, 2010 and for the remainder of the 2010-2091 fiscal year; NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Costa Mesa as follows: Section 1, Assessment. An annual assessment for the Costa Mesa Conference and Visitor Bureau Business Improvement Area is proposed to be levied pursuant to Streets & Highways Code § 36500 of seq. The proposed boundaries of the territory are the ten motels and hotels listed In Exhibit A, attached hereto and Incorporated herein by this reference. The proposed amount of the annual assessment is three percent (3%) effective November 1, 2010. The three percent (3%) assessment is based on the sale of overnight room stays. New hotel and motel businesses commenced after the effective date of the ordinance levying the assessment will be exempt from the levy of assessment, pursuant to Streets & Highways Code § 36531 and § 36535. Section 2. Annual Re ort. An annual report on the Business Improvement Area has been prepared by the Costa Mesa Conference & Visitor Bureau, acting as the advisory board as required by Streets & Highways Code § 36533 and § 36534. Said report Is on file In the City Clerk's Office and is attached as Exhibit B. Section 3. Types of Activities To Be Funded. The proposed type or types of activities to be funded by and through the annual levy of assessments on businesses within the Costa Mesa Conference and Visitor Bureau Business Improvement Area are specified in the referenced annual report. 6 of 102 ATTACHMENT 1 Section 4. 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 is set forth in the Costa Mesa Conference & Visitor Bureau's annual report relative to the Business Improvement Area, Section S. Time and Place of Public Hearing. The time and place of the public hearing on the business Improvement area and the proposed increased annual levy of assessments shalt be at 7:00 p.m., October 19, 2010, at the Costa Mesa City Hall, City Council Chambers, 77 Pair Drive, Costa Mesa, California. At the public hearing set forth above, the testimony of all Interested persons for or against the proposed increased annual levy of assessment for the business Improvement area, the extent of the area, or the furnishing of specific types of improvements or activities will be heard by the City Council. Section 6, Protests. The following rules shall apply to all protests: (a) A protest may be made orally or in writing by any interested person. Any protest pertaining to the regularity or sufficiency of the proceedings shall be In writing and shall clearly set forth the irregularity or defect to which the objection is made, (b) Every written protest shall be filed with the City Clerk's office, Costa Mesa City Hall, Room 101, 77 Pair Drive, Post Office Box 1200, Costa Mesa, California 92626-1200, at or before the time fixed for the public hearing as set forth above. 7 of 102 ATTACHMENT i (c) The City Council may waive any Irregularity in the form or content of any written protest, and at the public hearing, may correct minor defects In the proceedings. (d) If written protests are received from the owners of businesses in the proposed business improvement area which will pay fifty percent (50%) or more of the assessments to be levied and protests are not withdrawn so as to reduce the protests to less than the fifty percent (50%), no further proceedings on the proposal to continue the business Improvement area assessment, as specified by this resolution of Intention, shall be taken by the City Council for a period of one year from the date of the filing of a majority protest. BE IT FURTHER RESOLVED THAT the City Council of the City of Costa Mesa, California, does hereby adopt the revised annual report by the Costa Mesa Conference & Visitor Bureau acting as the advisory board on the business Improvement area (referenced report on fife in the City Cleric's Office), and this Resolution of Intention as set forth herein, and Exhibit "A" which is attached hereto and Incorporated by this reference. PASSED, APPROVED, AND ADOPTED this 7th day of September, 2010. Allan R. Mansoor, Mayor ATTEST: APPROVED AS TO FORM: 8 of 102 Julie Folclk, City Clerk STATE OF CALIFORNIA ) COUNTY OF ORANGE ) ss CITY OF COSTA MESA ) Kimberly Hall Barlow, City Attorney FAR MCII II&Waa[. I, JULIE FOLCIK, City Clerk of the City of Costa Mesa, DO HEREBY CERTIFY that the above and foregoing Is the original of Resolution No. 10- and was duly passed and adopted by the City Council of the City of Costa Mesa at a regular meeting held on the 70t day of September, 2010, by the following roll call vote, to wit: AYES: • COUNCIL MEMBERS: NOES: COUNCIL MEMBERS: ABSENT: COUNCIL MEMBERS: IN WITNESS WHEREOF, I have hereby set my hand and affixed the seal of the City of Costa Mesa this ^ day of September, 2010. (SEAL) JULIE FOLCIK, CITY CLERK 9 of 102 ATTACHMENT EXHIBIT 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 of seg., the businesses commonly known as: Ayres Hotel & Suites Property Address: 325 and 345 Bristol Street, Costa Mesa Business Owner: Bruce Ayres 1817 Westminster Avenue Newport Beach, CA 92660 Donald Ayres, Jr. 506 Via Lido Nord Newport Beach, CA 92663 Properly Owner: Homes by Ayres 10 of 102 356 Bristol Street, Suite A Costa Mesa, CA 92626 Best Western Newport Mesa Inn Properly Address: 2642 Newport Boulevard, Costa Mesa Business Owner: Somes Hsuen Shang -Pu Lee 2642 Newport Boulevard Costa Mesa, CA 92627 Hilton Orange County/Costa Mesa Properly Address: 3050 Bristol Street, Costa Mesa Business Owner: Ashford Hospitality Trust 14185 Dallas Parkway, Suite 1100 Dallas, TX 75254 10 of 102 ATTACHMENT Hotel Hanford Properly Address: 3139 Bristol Street, Costa Mesa Business Owner: Hanford Hotels Property Owner: Hanford Hotels 4 Corporate Drive, Suite 902 Newport Beach, CA 92660 Holiday Inn Express Hotel and Suites, Costa Mesa Property Address: 2070 Newport Boulevard, Costa Mesa Business Owner: Narendra B. Patel 2070 Newport Boulevard Costa Mesa, CA 92667 Costa Mesa Marriott Property Address: 500 Anton Boulevard, Costa Mesa Business Owner: Host Hotels Property Owner: Marriott Suites, Ltd. 1 Marriott Way Washington, D.C. 02258 Ramada Limited & Suites Costa Mesa Property Address: 1680 Superior Avenue, Costa Mesa Business Owner: B,D, Inns Inc,/Ramada Ltd, 1680 Superior Avenue Costa Mesa, CA 92627 Residence Inn by Marriott. Costa Mesa Property Address: 881 Baker Street, Costa Mesa Business Owner: Residence Inn by Marriott 1 Marriott Way Washington, D.C. 02258 Property Owner: Marriott Residence Inn Ltd., Partnership 90400 Fernwood Road 11 of 102 ATTACHMENT 12 of 102 Bethesda, MD 20817 The Westin South Coast Plaza Property Address: 686 Anton Boulevard, Costa Mesa Business Owner: Host Hotels & Resorts 6903 Rockledge Drive, Suite 1500 Bethesda, MD 20817 Property Owner: CJ Segerstrom & Sons c/o South Coast Plaza 686 Anton Boulevard Costa Mesa, CA 92626 Wyndham Orange County Property Address: 3350 Avenue of the Arts, Costa Mesa Business Owner: Rosanna Inc. 4100 MacArthur Boulevard, Suite 200 Newport Beach, CA 92660 12 of 102 August 30, 2010 City of Costa Mesa 77 Fait Delve Costa Mesa, CA 92628-1200 Dear Mr. Hatch; Thank you for pout Strong support of the Costa Mesa Conference & Visitor Bureau (CVB), As you know, die CVB increases awareness of Costa Mesa as a visitor destination with the goal of mnximi2ing hotel occupancy, travel-telated spending Rnd bed tax revenues while fitrther conttibuting to the economic growth of the city. Unfortunately, thetecession has weakened travel detnand; therefore, the current CVB revenues of $1.15m have declh ied by 30% ovet the past two years. Substantial reductions in marketing expenditltres Rnd progmins have been made as a result of flAs shortfall, The current toutistn budget is insufficient when comparing it to Newport Beach ($4tu) and AnAheim ($10m), Although our hotels Are seeing seine early signs of business improvement, the. reality is that Costa Mesa still has comparatively lower recogoidon as a viable business And tourism destination. The Costa Mesa CVB recently commissioned strategic destination, branding and marketing plans, Thcsc reports reaffirm the strategy to re -invest in tourism in order to imp -rove revenues, in patticulat over weekend and holiday periods, Therefore the Board of bisectors requests that the Business Tinprovcmcnt Assessment be increased from 2% to 3% in order to waxinsizo awRret1ess of Cgatn Mesa and improve out city's penetration in the ultra -competitive visitor nintka We firmly believe Costa Mesa CVIS has a major opporhutity As a destination marketing organizadon to grow sustainable tourism. With newleadership and a strong strategic plan i 1 place, we are certain that the additional funds of approximately $500,000 will provide the impetus to improve revenue strems throughout the entire community. Costa Mesa Conference & Visitor tiureati + P.o. Boa 5071, Costa Messt, Catiforttla 92628•5071 714.435.$5,30 + 800.399.5499 + firs 714,435.8522 1111t) 11) . cos / a ut as a • elf. c o 111 13 of 102 ATTACHMENT The key strategies of our flew Costa MCSA CVD are as follows.- 1. ollows;1. Hired new CVB President with a proven track record in marketing and driving revenues through strateglc partnetsh€ps, 2, Relocated Lite CVB office to a prune location within Costa Mesa. 3. Will be tnmketing Costa Mesa as the "Heart of Orange County," d. Implementing more effective And expanded Board of Directors based on new patwutship roles and strategic initiatives Within., * Retail a Performing Arts 0 Cuiluary Tomism 0 Business Corntnunityx,e, Chattiber, South CoastMetto Alliance, etc, + johu Wayne Airport + OC Fair & Events Center S. Create special events and pattnerships to suppott community activities and objectives, i,e, schools, universities, residents etc, G. Increase volume of international visitors in conjunction \vlth acighbotutg communities, 7. Hnbanced online desthtation marketing and related Altox conversion during off-peak periods, Upgrade website to enable revenue-genexAting functions for hotels and all strategic partners, 8. Focused direction and longterm plAnning for event ditecaon, partnerships and support, i.e. the Barrett Jackson collector carr auction, OC Marathon, OC ja��a Festival, UPG Sports, the Costa Mesa Commnuuity Run, etc, The members of the Board of Directors support this proposal and enthuslasticAhly work as a team toward the success of the Costa Mesa Conference & Visitor Bureau. We appreciate the oppoxtttuity provided by the Costa Mesa City Council and thank you for pour continued support, Respectfully, Shaun Robinson, General Manager, Hilton Chaltxatatt, Costa Mesa Conference & Visitor BtlteaU cc., Board of Directors 14 of 102 Costa Mesa Coftference and Visitor Bureau r ud et SutmgW FISCAL YH" 2009/2010 2010/20ii tUMPROPOS£sD WO Mr9SB Revenue Employee Costs Ad►nfu Expenses Matketing Expenses Reserve $1,114,379 Projected Revenue Office Stent $284,320 Office FF&E $115,813 f $476,246 Admin Expenses r' *Afarketing Expenses i� i' Costa Mesa Coftference and Visitor Bureau r ud et SutmgW FISCAL YH" 2009/2010 2010/20ii tUMPROPOS£sD WO Mr9SB Revenue Employee Costs Ad►nfu Expenses Matketing Expenses Reserve $1,114,379 Projected Revenue Office Stent $284,320 Office FF&E $115,813 Employee Costs $476,246 Admin Expenses $238,000 *Afarketing Expenses Reserve $1,600,000 $25,000 $75,000 $360,000 $125,000 $75[1,000 $265,000 *With proposed 2011 increase, CVB would increase markethig in order to muldpiy revenues and lucxease awateness of Costa Mesa with special Focus in the i'ollotviug areas; ■ SpeclM Events, i.e. Barrett Jackson, OC Mwthou etc. Oitiltne matketing s Travel and Txndeahows 4'osta Mesa Conference d Visitor Bureau , P.O. Box 5071, Costa Mera, California 92628-5071 714, 435.8530 • 800.399.5499 0 fax 714.435-8522 Ivrvru costdWesa-ra, cont 15 of 102 ATTACHMENT i Oranee County Metton H12$11lth(s — june 25.27.2010 Atiendance lltghlightst • Attendance, over 58,000 TeievWon Highlights: • Television Coverage: 18 hours of )lve coverage on SPEED Wehsito Hlghltghtst • Priday 6125:358,247 page views, Saturday 06:471,671 pngo views, Sunday 6127: 437,126 pngo vlows • To [at Page Views 6125-6127:1,267,044 • Total Page Views during nuction week: -1,751,233 Sales HlgbUghtst • Toinl Auction Sales: over $15,000,400 • Total Number of Vehicles Sold: 395 • Aue[fon Safes i2Atlo: 100^io • Top Selling Vehicles: o Lot 4370 - 1970 Chevrolet Chovello SS 454 Convertible • $253,000 o Lot #350. 1970 Chevrolet Chovelle SS Custom Coupe - $250,000 o Lot 4302.1970 Plymoulh Road Runner Custom 2 Door Hardtop - $167,000 o Loi 4375,1--1967 Chevrolet Corvette Convertible - $101,600 o Lot 11383 — 1940 Wlliys Custom 2 Door Coupe - $181,600 o Lot #354 --1931 Packard 840 Roadster - $170,500 o Lot #365 —1938 Packard Victoria Convertible - $170,500 o Lot #382 r-•1936 Ford Custom Five Window Coupe - $165,000 o Lot 4378 — 2004 Maybach MOD 62 Four Door Sedan - $184,000 o Lot #380.1--1990 Darrell Gwynn Coors Extra Gold Top Fuel Dragster ropiioa - $150,000 Bidders Highlights; • Total Number of Didders: 604 • $8% of Didders are New Biddors • 531io of Vehicles were Purchased by Now Bidders • Bidders were from 36 States and Canada • Total Numbero€VoteignBidders: 19 • Total Absenteo Bidders (includes Internet, telephone and auction repxcsontative bidders): 23 bidders for n total of $485,500 in veWclesnles Medln M91lightst • TO[at Media Outlets Crcdentialed:78 • Total Credentials Issued: 176 • Media Outlets were represented by 9 Sinles Sponsorst 43 Corporate Event Sponsors gnllicred at lite event, all ranging front lifestyle to automotive. Vendors and Exirihitorst More titan 90 conunercial vendors And exhibitors displayed at Ilte event.'r hese vendors mid exhibitors sell everything £rorn lite very best autontotive art and sculpture to Automobtlla, motor lletnes, [CAI estnfe, car eivo products wd general merchandise including jewelry, colleclables, electronics and upparol, `l'hese vendors and exhibitors sales nccount for n significant portion of lite, economic impact, mymbarrett-jackson,coin 16 of 102 ATTACHMENT MEDIA ALERT October 21, 2009 A brief presentation and private reception will be held this week to acknowledge the significant positive economic boost for Orange County's challenged tourism industry when The World's Greatest Collector Car AuctionsTM comes to the OC Fair & Event Center In Costa Mesa In June of 2010. Event set for five .m. Thursday, October 22 at Hilton Orn e CountylCosta. Mesa. WHAT: The presentation will highlight the probable economic Impact of the 2010 Barrett - Jackson Auction Company LLC car auction that will encompass the OC Fair & Event Center grounds and include the famous collector car auction, sponsor promotions and displays, vendors, exhibitors, Interactive demonstrations, galas and other festivities, Local Orange County elected officials, tourism executives and other VIPs will attend to welcome Barrett - Jackson to Orange County, WHY: The auction will have a significant economic offect on Orange County's challenged tourism business before and after the June 25-27 auction as attendees fill hotel rooms, and. dine and shop locally. Annually, the auctions in Scottsdale, Palm Beach and Las Vegas combined draw more than 300,000 attendees, sell more than 2,000 vehicles for a total of more than $112 million, and provide more than $6.5 million to local charities. The West Coast Is packed with auto enthusiasts who follow Barrett -Jackson and are valuable and committed constituents of the collector car hobby. WHERE: Fountain Terrace, Hilton Orange County/Costa Mesa, 3050 Bristol Street, Costa Mesa, CA 92628 WHEN: From 5 to 6 pm, Thursday, October 22, 2009 PHOTO OP: Exotic cars will be placed in the hotel to sot the tons for the auction WHO: Craig Jackson, Chairman and CEO, Patrick van den Bossche, COO, Barrett -Jackson Auction Company LLC; Steve Beazley, president OC Fair & Event Center; and Shaun Robinson, president, Costa Mesa Conference & Vlsltor Bureau, will be on -hand for interviews. DETAILS: For further details, call Robin Wachner, Communications Director, OC Fair & Event Center at 714.708.1559 or 714.371,6268 (mobile) or Dan Pittman, communications representative for the Costa Mesa Conference & Visitor Bureau and the Hlilton at 714,282,9994 or 714,397.1932 (mobile). 17 of 102 ATTACHMENT I Barrett -Jackson OC Auction 2010 Publicity )total Consln icr Frlut Coverage Stories and photos appeared in the following local consumer inedia In print and online editions; Los Angeles Times (Cir, 400,000); Ilse Orange County Register (Cir, 251,000); the Orange County business Journal (C€r, 23,000); OC Metro (Cir, 70,000) the Daily Pilot (Cir, (2,000); Palm Springs Desert Sun (Cir, 50,000); and North CountyThnes (Cir, 150,000), Many stories wero syndicated to other nnarkets. Estimated value: More than $150,000 Radio I3rendcnst Coverage Rudy Moxa, olio of America's premier consumer travel experts, conducted two live radio shows featuring the desihratlou and the auction, On Saturday morning, Rudy Maxa's World" was broadcasted oil ncarly 100 stations coast to coast and on Sirlus/XM Radio, On Sunday, his live show front the auction was broadcasted ori CBS' KFWB News Talk 980 In Los Angeles, KFWB promoted Ilse broadcast for several days prior to airing: " KFWB NEWS TALK 980 will be broadcasting live from the Inaugural 2010 Barrett -Jackson Collector Car Auction In Orange County at Ilre OC hair & Event Center in Costa Mesa, California, Collie down and see Rudy Maxa Broadcast Iris show Rudy Ma[a's World live on Sunday lune 27th inside the Exhibitor Pavilion front 2p•3p," Estimated value: More than $50,000 Tclovlslou Coverago Local news rncntions augmented many hours of live SPEED Chalrrlel coverage Ihat showcased the destinatlou to millions of viewers, 13stintated value: Potential millions of dollars In all, consumer media reporters combined with aulornotive journalists represented ucarly 100 redia outlets In nhrc states flint covered the auction oil television, in print and online, Online nud E -blasts hour colorful e -blasts were prepared by tho loam and sent to thousands ofe-mall addresses In the Barnett Jacksorr system. Auction updates were posted on the CVB sites and social need€a was employed to get tho word out, Inaugural Eanr Trip An inaugural faro trip hosted aulornotive and consunner journallsts who partlelpated in the Road (tally and beeamo more familiar with what (lie destinatlou has to offer. 18 of 102 ATTACHMENT RENOWNED BARREt TT-JACICSON COLLECTOR CAR AUCTION COMES TO OC FAIR & RVENT CGNTRR IN 2010 Calling all car collectors, The Barrett -Jackson Auction Company LLC will bring "The World's Greatest Collector Car AttetionsTht to the.00 Fair & Event Center in Costa Mesa, June 25-27,20 10, The Orange County edition of the auction will become the fourth annual Barrett - Jackson event, joining,auctions in -Scottsdale, Arizona; Fahn Beach, Florida; and Las Vegas, Nevada, A inuntly, the Auctions combined draw more than 300,000 attendees, sell more than 2,000 vehicles for a total of.inore than $112 tn!Ilion, and provide more than $6.5 million to local cl►nrities. In the Barrett -Jackson tradition, the event will encompass the OC Fair & Event Center grounds and will include the fainous collector car auction, sponsor promotlons and displays, vendors, exl►lbitors, interactive demonstrations, and other festivities, Approximately 400 cars are expected to be sold during the ivatigttrnl year. Through its relationship with the SPEED Channel, Barre# -Jackson auctions are the subject of highly rated television programs that are telecast to a national Audience with over 70 hours of live television and hundreds of hours of replays throughout the year, Stay tuned ;For special hotel packages and rates, 19 of 102 FOR IMMEDIATE RELEASE ATTACHMENT Dun Phtlnan 714-282-9994 (Etter1 piit(man ircolu BARRETT-JACJ(S0N T013ldNG RUNOWNED COLLECTOR CAR AUCTION TO O C FAIR & I';VENT CU UE t 1N 2010 Hotels evpecl top// Iq) as thotrsaurls of aerfo eN1111slasls cofue to Orange County Costa Mesa, Californla — Hotels in Costa Mesa and Newport Beach, along with shopping centers, restaurants and other businesses catering to overiliglit guests, anticipate they will be very busy when the Barrett -Jackson Auction Company LLC, (lost of "The World's Greatest Collector Car Auctioilg,11$ conies to the OC Fair & Event Center in Costa Mesa on June 25-27, 2010, "We are delighted to welcome Barrett -Jackson to Orange County. This incredible signal-ure event has the potential to be a serious economic engine for the county, and will certainly put us on the neap from a national awareness perspective," said Shaun Robimonn, president of the Costa Mesa Conference & Visitor Bureau, at a recent reception field at the Witon Orange County/Costa Mesa where lie is [lie general manager. Robinson said the auction was a natilral fit for Southern California and its fanied car culture and could represent a financial boost of $25 million or more to the county's tourist industry that has been negatively affected by the economic downturn, "We plan to work very closely with the county's other visitor bureaus and Hospitality professlonals to build a strong pamiership and a united front that we hope will benefit everyone," said Robinson, The Orange County edition of the auction will beconic the fourth annual event, joining auctions In Scottsdale, Arizona; Palm Beach, Florida; and Las Vegas, Nevada, Annually, the auctions eombuied draw more than 300,000 attendees, sell more than 2,000 veldeles for a total of more than $112 inMlon, and provide more than $6,5 million to local charities. -1110re- 20 of 102 ATTACHMENT 1 Famed ear acctlon comes to Orange County Page 2 of 2 "We're thrilled about the opportunity 10 work with the OC fair & Event Center to launch a fourth BaiTett-Jackson auction event," noted Craig Jackson, Chairman and CLO of Barnett -Jackson, "Tile West Coast is packed with auto enthusiasts who follow Barrett - Jackson and are valuable and comiltted constituents of the collector car hobby." Approximately 400 cars are expected to be, sold during the Inaugural year. In the Barnett -Jackson tradition, the event would encompass the OC Fair & Event Center grounds and would include the famous collector car auction, sponsor promotions and displays, vendors, exl0itors, interactive demonstrations, and other festivities, The proposed dates would have the Barrett -Jackson auction taking place prior to the 2010 OC Super Fair, "Barrett -Jackson is the gold s(andard of collector car auctions," said Steve Beazley, CEO, OC Fair & Event Center, "This event lips the potential to forever change (lie landscape of file fairgrounds and of Orange County," Through its relationship with SPEED, BarrettJackson auctions pre the subject of highly rated television programs that are ieleeas( to a national audience with over 70 hours of live television and hundreds of hours of replays throughout the year, �NIE About The Barrett -Jackson Auotlon Company Established in 1971 and headquartered in Scottsdale, Ariz,, Barrett -Jackson specializes in providing products and services to classic and collector car owtioks, astute collectors and automotive enthusiasts around the world, The company produces "The World's Greatest Collector Cu Auctions71111' in Scottsdale, Pahn Beach, Fla, and Los Vegas, Barrett - Jackson also endorses a one -of -a -kind collector car insurance offering for collector vehicles and other valued belongings, For more, information about Barrett -Jackson, visit wimbarrett jackson,com or call (480) 421.6699, 21 of 102 Renowned Barrett-Jackson;G66.:i Auction Comes To OC 'F' ir,.&w�' Calling all Costa Mesansl You are Invited to oxperlence'a unlque,everil. this summer. The Harreti-Jackson Auctlon Company LLC vrlll.blfng:Ille, newest edltlon to "The World's Greatest Collector Car Aucllurrs"'l!•to IHe:, OC Fair&EventCenter In Costa Mesa, June 25-27, 2010,; .' The Orange County auction will become -the fourth annual Barrell Jackson event, joining successful auctions In Scottsdale, Palrn;eacll and Las Vegas. Annually, the auctions combined draw-mome;thu. 300,000 attendees, sell more than 2,000 vehicles for a Iota[ of more, Ilipo $112mlilion, and provide more than $6.SmtlVon tolocal charities. The Costa Mesa event will provide a significant boost to our local economy, tliling our hotels and restaurants, Increasing business In our retail centers, and more, Plans also call for a road rally and car show, a golf tournament and agala for charily. Individual Ilckots to the auctlonwlil-:. be available for just $10 oach, At auction, cars may sell for a few thousand to mote than one million dollars. In the Barrail-Jackson tradition, the lifestyle ovontwill encompass the OC Fair & Event Center grounds and will Include the famous collector car' auction, sponsor promotions and displays, vendors, exhibitors, Interactive demonstrations, and other feslivilles. Approximately 400 cars aro oxpe clod to be sold during Ilia Inaugural year, Through Its relationship with the SPEED Channel, Barrett -Jackson aucllons are also the subject of highly rated television programs that are telecast to a national audience with over 70 hours of live television and hundreds of hours of replays throughout the year. For more Information, vlslI ve Gast 22 of 102 FAIG[s1a,IsUI:.Ii. ATTACHMENTI BARRETT-JACKSON COLLECTOR CAR AUCTION Points to Consider for 2011 Overall Observations Apparent mixed results for Newport Beach participants from a business perspective -- need to discuss Shuttle service from SCP exceptional Branding of Costa Mesa exceptional on Speed Channel VIP tickets -- how where they distributed? Selection of charities -- maybe add a more local Costa Mesa charity Request any demographic Information that was gathered on overnight guests and all auction attendees — will help In our marketing recommendations Costa Mesa CVB signage at auction seemed limited Public- Relations Suarles#ions Fain Trip Plan and execute another media fam trip with more leisure travel/automotive enthusiasts media "Free" live Remote Broadcasts KFI John & Ken Show Paul Lasley and Elizabeth Harryman On Travel 23 of 102 ATTACHMENT I Marketing Opportunities Co-op advertising plan with g -J in local feeder markets, such as the Inland Empire's Riverside, Ontario, Palm Springs areas; plus San Diego, and valley areas of Los Angeles where we can get overnight guests Sell advertlsing space In four e -blasts Reconnect with hotel guests to offer early registration Co-op program with local restaurants to Increase business — charge fee to restaurants for the business we bring to them Co-op with other care -related events happening In the weeks before the auction and during auction week -- such as the annual Dana Point Concours d'Elegance, weekly Cars & Coffee, etc, Advertorlat Paid Suggestions Best Deals N Show (til TV) Reaches 450,000 SoCal viewers Mother Live "Rudy Maxa's World" Travol Radio Broadcast Broladcast on 98 news/talk stations In the United Stales (with an Arbl(ron- measured audience of Just under one million listeners) 24 of 102 COSTA NASA The Bost of Southorn California 13uecan ATTACHMENT 1 The Costa Mesa Conference & Visitor Bureau represents 10 hotels that welcome leisure and business travelers and are the site of many weefhtgs and social events, Community Costa Mesa is considered the OC's premier shopping, dining and culhtral destination -- we're called the Hest of Southern California. 311-trated in (lie heart of Southern California behveen Los Aagles and Sari Diego, we'ro near the beach and easily accessible by car and plane, 1101,1e to South Coast Plaza and the Theater & Arts District, fenturing world-class ImfortubIg arts venues like the maguilfcent Rende and Humly Segerstroni Concetl Nall, plus exceptional outdoor futworks, Malty luxury hotels like the Hilton Orange County/Costa Mesa, The Westin South Coast Plaza and fine and onsual diubtg restaurants are here, too, Costa Mesa is tto place to visit for tho holidays, The hotels of the Costa Mesa Conference & Visitor Bureau are celebrating the holiday season with a s►veet deal for overnight guests, including a $30 travel reimbursement and $20 nightly dlntug certificates good at many great restaurants, Learn all about lis by visiting our Website; mvxv,TravelCoslaMesa,com, 25 of 102 ATTACHMENT 1 2010 Calendar Year Destination Brand Marketing and Business Plan Costa Mesa Conference &Visitor bureau (CMCVB) 26 of 102 ATTACHMENT 1 2010 Destination Brand Marketing and Business Plan Outline Page M* .x .� i R ?'1 ?�f: ' •+r i6 W � G, .wv cR !} F• Purpose, Benefits and Uses Costa Mesa Main Destination Challenges 2 Costa Mesa Destination Brand Vision 2 Costa Mesa CVS Vision 2 Costa Mesa'CVB Mission and Goals 3 Costa Mesa CVB Philosophy and Customer Commitment 4 Costa Mesa CVS 2010 Priority initiatives 5 Leisure Travel SWOT Analysis 6 Group Travel SWOT Analysis 7 Main Target Market Positioning and Messaging _ ^8 Critical Success Factors by Target Market „ �. �s �„ Ste* o• a; S^ t. G OIN' 106fSAMOA 3 'a d�rLrOR 25Y ._]m�'°`.'+3.�'Y.r' "fattry. f ��.`�.•,.�•`. l'a„ `..`^i ;., Goal and Target Markets 9 Critical Factors for Successful Brand Marketing and Sales 9 Advertising and Sales Promotion Activity Focus 9 Public Relations Activity Focus 9 Direct Sales Activity Focus ._ 9 Onllnellnternet Activity Focus 9 Programs and Measurable Objectives T 10 2010 Brand Marketing, Sales and Servicing Priority Program Checklist_ 11 2010 Marketing Strategy and Positioning by Leisure Travel Market 13 2010 Brand Marketing Strategy and Posltloning by Group Travel Market 1s 27 of 102 /-MCFTel:IA1:1►1a 28 of 102 ATTACHMENT i Coal and Key Projocts 18 Critical Factors for Successful Brand Experience Development lilm Product Offerings and Infrastructure Activity Focus 18 Brand Delivery Assistance Activity l=ocus 18 Programs and Measurable Objectives 19 2010 Brand Experience Development Priority Program Checklist 20 tom.�c� W. Goal and Target Audiences 21 Critical Factors for Successful Community Relations 21 DestinationMB Advocacy Activity Focus 21 Board Governance Activity Focus 21 Programs and Measurable Objectives 22 2010 CVB Community Relations Priority • Program Checklist T 23 2010 CVB Community Relations Strategy and Positioning by Internal Audience 24 K�`t `l ' a''{ 'fir r� V 3i- ',4, i'�Si} VIA,; a!+�_ ���e+: `' old: ea��y$ Goal and Target Audiences 28 Critical Factors for Successful CVB Management. T 28 Administrative and Funding Activity Focus 28 Management Team Development Activity Focus 28. Programs and Measurable Objectives 29 2010 CVB Finance and Administration Priority Program Checklists �. 30 MMANA OU 29 of 102 ATTACHMENT 1 #�M MR y� f AR kik ? ' s '�tt70 E Bs#in' iiiaiiE�3r�a�i�IMT 011fia �KIIIIA't� iNIX- i I Introduction f Purpose, Sonofits and Uses The Costa 1 Jesa Conference &V' sitor ]Bureau (CMCVB) 2010 Desllit(ttion )li-aitd Afar ketittg mid Business Plan was prepared by the Executive ]Dixector give), directions from the 2010-2012 Strategic Dosthialion Platt avid advice from the CVB Marketing/Steering Cotwnittee rincinbers. This annual bnslness plan is directly allied to the sh-ategie plan with thefirst year of the latter plan detailed herein as to key strategies and programMug. Annual plan activities have been identified to be inzplemeated irtouthly and evith respousibfllties and expected weasurable results assigned, For acknowledgement purposes, tine CMc17B is a 501(c)6 not-for-profit corporation formed in 1995 which currently has 10 partner hotel representatives and two City of Costa Mesa officials as Doard of ]Directors, This corporation was created through a state legislated business improveunent district mechanism, A self- directed 2 percentage point asscsswcnt as applied to occupied gueshootn rates is received £ally by the Cl1ICVB for destination marketing and sales efforts, In addition, a 6% tax on tourism (TOT) is levied by the City of Costa Mesa and all proceeds received are deposited in the, general fund: In 2008, these fiords generated approximately $1.6 million and in excess o£$5 million, respectively. Given the econowlc recession £nom late 2008 and most of 2009 and the sobstantial decrease in businress travel and the slowdown in leisure hips, it is projected that the CMCVB will have all operating budget of an estiniated $1.2 million to hivest in markctkig activities in 2010. The enclosed annual. bestittatloti Bratid Afatlketlitg and BuslttessPlati is to be used as the taeticai Implementation document for the efficient ►narketing comma nications and related sales efforts of the` CMCVF,1ts intent is to provide a strong, flexible and accountable program of destination marketing work for 2010, % . F LAY' t 30 of 102 ATTACHMENT . , Sv �s.•< s Costa Mesa main Destination- Challenges We face eight broad challenges as a city and destination marketing organization to grow sustainable tourism. 1. mill unplementatlon agreement on a eontniunity grand identity and destination accessibility conrrmukations strategy 2, Excellent opportunity to capitalize upon art brtegrated shopping, culinary and artskulturai visitor experience through innovative prograrmning and pack -aging 3. $nuanced online destination marketing presence and related visitor conversion during off -peals periods 4. Trtereased volume of international visitors in conjune6on with neighboring communities 5, 1 ocused direction and long-term plan for event development and support 6, Continued investment in CVB professional talent and more effective and visitor industry expanded Board of Directors based on now partnership roles and strategic initiatives 7. Bxpanded capacity and acewsibility advocacy relaters to John Wayne, Lang Beach and Los AAigeles international Aixports S. Better lu(crtrrodal. public transportation in Orange County and Costa Mesa wa}rfirrding navigation system Costa Mesa Destination Brand Vision We aspire to a 2020 destination vision dependent on collectivepartnersitips and mutual benefits. Costa Mesa CVB Vision We aspire to an. organization vision aligned to the destination brand vision and dependent ori astute board leadership and professional raanagemcut, 31 of 102 ATTACHMENT ..�f�_ r' , ;�.; f _ s •:�:�• t }..,•moi-� ��'" '�;•t'u,� :i:'cy,�,y }; cf ._;�,SE,..' f� j _ (� � - s•!��� •��F 11g`'.' � ��i� 1 ' �i5���1"' Costa Mosa CV[3 Mission and Goals We acgosnplish a focused mission through goals and strategies that meet the major ty of program filter tests, - 65-6l tine .aestuialion br • romjse. � •:�si�ui'ag�.spariuet�s�sili cieveloj�iine�i'i�:� r• til' �:,r fy�i.t'"'•.S. s• '; •i• ••' •' �.,� y -•-F:. ��C .}tib ..1 �,'`'t ''•i f h��vS�%i .c 'it:'�t. '� y'!::'. 1�•;.�:'HJ:t::i+ Qin dud t�;: jinss on :1.• . E' �:�'. l�i�. (.4 �:rtt It �::. :•fr:... iyt s_ � `F . Brand Markefing, sales and ServlclO To increase the awareness of the destination briund experience and subsequent visitor conversion through the iumplesrrentation of targeted research- and pariuer-based promotion, sales and servicing strategies, -) Collateral assessment and production tutor net/oslinemarketung development �D Market development support and direct sales leads 0 Orange County and California State Tourism programming :Z) Advertising and promotion � ?�iehe/"special interest" tonnrism packaging and itinerary program) 6ig Public relations support Applied marketresearch Brand Experience 4svalopment To strategize and support events, hospitality serviees, attractions and related public in&astmeturc. C) Aestinafiom detrelopment programming o 1?ubUc%sfiastraeture teclun cal support CVB Community Relatlons To advocate the isnportanee and value of community tourism and the parhsership roles and activities of the Costa Mesa CVB to all stakeholders, 0 Key audience identifications and message development Z) Partnership comwunications and results Strategic couiuunity/iudugfty leadership dialogue �rii�€rrr•5��4y": vi. i'S.`nk'6 �- •E� f . tti --�!; .#A.. -:t4;., _ �. �.�r. � . , tt U .A U-r"'��33 r_ •�a.S��.ir?r.•�-s.-:,"�c�2� •�,;t 32 of 102 ATTACHMENT 9 ;I'I! •.--'��''`�''��Q�C%est•Inaflo�i,�ra�ic4ihhartceili�c�:���dt3't�sEl, sem• {�� CVB Flnanco and Adminlstration To fWictiou as a fiscally respowible and accountable orgai&afion through effective resource plauuing and executio)r. 0 Strategielbusiness platwing and fiinding a Administrative/human resources operations -D Budgeting, mcasur6iacut and statonients Z) Industry and event fwzding support Costa Mesa CVB Philosophy and Customer Commitment We perform effectively by adhering to values and guiding principles, and delivering on customer promises. �> professional d) Proacfive Ltiucai -� Visitor -centric Partner•-bascdlinclusive 'D Visionary 0 Accountable Z) Innovative pts' r: Proiia: T1raCIVIC. B;co lar ts;fp'prt�l�t ly' up orl d 1 �t; x'a [4 'a a� 41i�': U .irk, sS cr iers �. � 4: �. $�,f;p�?�.. •tIs � • !r} g_. �yis't l:'• d4i EYP ud-the;conuvuiutyby Yeatixig�r�� f9�ifle: usi�iess:�fi rQi ii i(ies:tluo IiB glttO�w Visi & axperierzce �RarBnC,ss, vorii;ei tzblesales leads.ari� Wfeussi'¢'ra i iie�+elofirijc�xt. ssis#ance. Visitor Proltilse Th6,QAIG" col 3 niO to; berg the ifox-rCfxe'sefrtWve M1dadybcate through;the )ovisioU of cwrreut on cleniand clestirtatzorr irrforinatlo turd ad<<ioe Uhsed ou the.fullltnurrt ofpiu visifo� ex�ebtafigrrs and weeds, 's , : ` .: � ,� s �1' a b jg e o ; � 9 v 1 ' t`14;' ,: kyr ;,w r• ; . 33 of 102 ATTACHMENT 1 f����f ryyu�s Y •+ y(� t +i� t?r. � 'r' ti a -v s'� `'-s'�' .k Costa Mesa CV13 2010 Priority Initiatives Over the next three years (2010-2012), 24 new destinationn marketing and management initiatives have been identified for implementation and completion including 20 to be commenced in 2010. Parhictship assessment and relationslup building * Preferred partnership fbndiug programs and event sponsorship evaluation * Festivals/event tourism packaging and itinerary prograrunring * Arts/cultural aad event tourism strategy and pian development Branded destination/sen4ce exeelleneo orientation Local coinmruuaations strategy and plan formulations * Quarterly marketing input nneelings * CVB 130ard effective representation revioAv a CVB Board briefings and corunuttceparticipation a Strategic flan updates and approvals a Program performance measirement and results Staff strategy acid development team plan forrnulaHon Brand marketing messages/stories content analysis and creative update 0 key advocacy positionhig messages Annual corumUlty tourism report and presentation Discover AmoticalNatlonal Tourisinn week activities a Increased lodging assessment evaluation and new fiindi-og proposal 0 Visitor profilcmarket rescarch * Conuntulrity gateway redevelopment technical support 0 Area wayfinding signageimprovennents advice ;D 'Regional attraction shuttle services irrvcs8gaaon * Visitors welcome center/office assessment * DhW C'VB accreditation program and best practices compliance Crisis/owergency planning iovolvement s1.`rti: 0 © G t}, aF�t?rt�l�� u }� i% �]��. e� �` �•� �� '.SVS\ .1 'sL' �t� t i.� E. '- ,. E+�.�. {.7Rti�i�h 34 of 102 i ATTACHMENT v rJ`w' sr.. YP.' di . .. �. �` rE0 Costa Mesa Brand Taruet Market Situation Leisure Travel SWOT Analysis The, SWOT(strengt1mveakiless-Opp orhtnities-threa(s) analyses were conducted from leisure, and groi►p travel perspcetives and covered commentary on the visitor experience and marketing conununications effort. Those analyses follow with conclusions, Strengths (present advantagos) * Central location In Southern California and Orange County * South Coast Plaza upscale shopping * segerstrom Center for the Aria * Close to beaches and Disneyland * Temperate climate * Accessible to major Interstate highways Adjacent to Orange County/John Wayne airport and to nearby Los Angeles international and long Beach airports * clean and safe destlnatlon a Concenlrated CVs targeted marketing strategies over past five years (Drive & Dine) • Strong website presence with leisure packaging and programming options Opportuniflos (potentlai advantages) Plggyback on State of California, Orange County and Anahelm tourism marketing efforts * Festival and event programming and promotion wlth South Coast Plaza and Segerstrom Center for the Arts 0 Enhanced promotions wlih John Wayne/OC airport � Workingwith Irvine Transportation Centerand LAX shuttle service * Day tours programming and local shuttles Concluslons Weaknessos (present disadvantages) Z) Limited walkable nightlifo entertainment a leo slgnalure event • Some family -based leisure activities • Low Costa Mesa and Orange County brand name recognition a Llml(od visitor -friendly public transportation Threats (potontial disadvantages) * Current recessionary economy situallon * Higher gas prices * Increased competition and assoclated price discounting Given the leisure travel SWOT analysis above, it was generally found that: 1, Leisure travel is recognized as tiro primary targeted online marketing investment -with increased promotional partnership activities required, 2. A med to have,efflcicnt airport shltttle services within the region along w1 li branded day lour progranimb g. 3. Art oppoi-linty to encourage arxd support family -based activilies acrd market a well -focused festival and event calendar, ;;c`,- ,��o��. �-i.�``�Fi?{�s'�'::��'�'�.,,?�i�'�it `�YS�.k-e-�k�"�, - Qk5n0 .t ,�I- � Q,rr -li" ?;Jti�-..' � �+�3Y� ti'�.` s'��+ i.';i��i�. i!i��-•' 35 of 102 ►E1 ITSIVTiRUTS1 J'.�I)' �� •IL ` —��L '�f' #3j�Z:r#1.1k.''�iS, A L ' y -Or AMC hr Yi�L'.Y :�.*' i -r kt-,! •1 Y• 'itis.- S _ f.•�..Ty7 Group Travel SWOT Analysts Strengths (present advantages) 0 Easy access to Interstates O Temperate climate 0 Nearby OC/John Wayne airport 4D Approximately 320,000 sq, ft, of event/meeting space In various locations and buildings (fargest "open space" hotel meeting room at 112,000 sq, ft,) 0 Approximately 1,900 rooms available for cltywlde conventions �D .Good variety of price point lodging properties • Reputation for Ofordabiifty with lowest TOT In county • Excellent selection of fine dlning restaurants (independent and also In hotels and key altraellons) Opportunities (potential advantages) ;� Customized SMERF meetings potential Specialized affinity group tours C) Bidding on amateur sports events * Hotel partner understanding and consensus on CVB group marketing focus * Encouragement of prelpost maotings activities * Working closer with Segerskom Center for the Arts and OC Fair & Event Center on meetings Weaknosses (present disadvantages) O No centralized meeting/convontion center • Not so visitor friendly public transportation services • t.lmlled walkable nlghtlife entortalnment �0 Absence of a high city brand recognition ;D 'Only two hotels with expanded mooling facilities Minimal overnight motor coach tour business Threats (potential disadvantages) 0 Anaheim Gorden Walk and associated onlortalnmem facilities 0 Economic recesslon negative effects on group I(avol * Increased competition from other California cities 1D Decrease In Costa Mesa corporate leasing vacancy rate Conoluslons Given tlxe group travel SWOT analysis above, it ivas generally found that, 1. Good potential for special 'interest/sffuuty (Sbf%3RF) meetings, sl)orts events and customized group tours 2, A need for Board agreement on CVB outcomes from group travel marketing 3. An opportunity to lnftuenco existing busuiess travelers oil leisiuo vacations (IM/post ineetings or ftrt re trip), •�FS'`y}t`..� ;i�t,•� i3`r�k�.kiAC�t'K+'=S;''�� �' eS t. rtc,"��`f3� • • - ^ �j„y�f �1:..:`'{�:'�: ��'ir,.s' rt4i��f�:, t.�4i.�`���:.i]h =4i��•;,},1;•,; 36 of 102 ATTACHMENT , ! r �-. � �v . a 1py�L;"1 l: •! 'i.. .5{'S: U{c.y-_�'-+Y 'C 1s: ;;.' + . �• 5� iK4�f.'F`,.�. `tt ti 0;.: I., g= n Btu �,. iln._ti Main Target Market Positioning and Messaging The key messaging points by target market arc as follows: Target Market Cornrnunications Messages. Lelsuro Travel - (shopping/dining, arts/cultural events, airport transient, visiting friends & relatives and personal from In state feeder, out-of-state and International markets) �. central location In SoCal/OC and freeway occessiblllty Proximity to beaches t� South Coast plaza shopping Segersirom Center for the Arts performance events Croup naval * Small to Intermediate size meetings (group tour, associatlon/governmen Ucorporato (1,600 to 1,900 hotel rooms) meetings, SMERF, sports, consumer and reunion events) C) Adjacent to John WaynelOC airport and nearby Long Beach and LAX airports ;n Special pre- and post meeting leisure activities given unique destination attractions Critical Success ractors by Target Market - ii order to sriceessfulty war'ket to these targeted segments, the Wowing factor's need to be adhered to: Jill e • BOOMa z) Higher Costa Mesa community brand awarenesso Hlgher Costa Mesa community brand awareness z� Continuance of Drive & pine program with Affordable guosiroom pricing enhanced value-added Incentives Linked online hotel room booking system c> Attractive meeting lncenlivos 6 Communication of available entertainment Z� Focus on "backyard marketing" meeting lead activities contacts Affordable hotel themed packaging :D Pre- and post meeting special Interest Itinerary planning options Suggested special Interest travel Itinerary planning 37 of 102 ATTACHMENT .� � S7 � r,Et .ti�....i��' f-" �: -:� j�� ` fir. -r.. -��. - y -in'! 4. •1r_ a't��"" _ _ a Costa [Mesa Brand Marketing, Sales and Servicing Strategies Goal and Target Markets To utcroase the awareness of the destination brand experience mid subsequent visitor conversion through Ilse iniplemeulation of targeted research- and padner-based promotion, sales and servicing strategies. :D Shopping/dining travelers .40slcttlf al event and festival patrons Airport transient travelers Group tour operators/wholesalers hicethig planners/organizers Reunion teaders � Sports event organizers/rigltis holders Coinniercial/constuun,er event attendees Critical Factors for Successful Brand Marketing and Sales * Well -performing website and visitor database 0 An agreed-upon destination brand identity usage a Research -based targeted marketing and conversion accolurtability Advertising and Salos Promotion Direct Sales Activity Focus Activity Focus a Meeting platuier BAMS Integrated promotional campaigns (print, radio mid onlina) �D Destination website linkages 0 Print collateral fitlfillttient Public Relations Activity Focus 0 Ongoing mews releases Media FARC tours �D One time, special interest story conmiunicalions 38 of 102 • Backyard marketing for mcoting/oveat leads • In. state sleeting tradeshow attendance Online/Internet: Activity Focus * Desthint ion website search opIimization * Online advertising * Bmail newsletters, postcards and blasts ATTACHMENT :'s�•=�• ��.r�,=�����ts*+.�F* �••if•' 4:i•`.�3" `�-iSi•s"? ri�3�i..e•;,�i:c4, fy'V � y.. r..4 t.r_.�r� \r•,x-•• e1:fr �..�_ �� � � ��,,,�: T=x; ��� �;���11� s�� sr� xc��.. i• �: tr �-� �;���li� s�� r����T Programs and Measurable Objectives I. Collateral assessment and produellott Destination promotional materials requests 2. Mteniet/onthic nnarketiug developnnent • :• Number of unique users Number of unique user sessions 3. Wyket developmennt support and dircct sales leads :• Number of Drive & Mo. ianquirles/coin+ersiotls Nunnber of g►oup tour and meeting leads 4, Orange County and Cali fotania State Tounjsjn progratmIlIng Nnunber of website and collateral ingniries/con verted inquiries Number of online targeted promotions and sales 5, Advertfsiing and promotion :• Nnuuber of website and collateral iugIjbies/eonverted inquiries Number of online targeted promotions and sales Number of collateral targeted promotions annd sales 6. Nichelr`specisl itnterest" tourism packaging and itinerary prograinnwng Number ofrooms/packages sold •tSeasonal leisure activity programming responses 7. Public relationns support •;• Number of media contacts 44 Number of gross innpressionns Valtne equitiralerney of media coverage S. Applied market research Number of total visitors to community 4• 'Visitor spending by destination sector and event Key visitor behavior characteristics kr: .�54�s2t�` �i"y'dil� }�}1� t � . y<sa..-t :..rr S(Ry: y['�f {�}}..ry��A, Ftp-. •� [� '`y�' pL y _. i Y ._i�- � � C ti :�}t1�I \Ji..N������i���Ys �� � t4 C-�'1���1 1,�-�'A !. t f -}iY-i'S. i. , : : i• 39 of 102 ATTACHMENT .'.t•' x.Y" S"`i'(;.+` L' -r t a pt.. . y l ?�- �aTv �, t� - •.fc-_:. F� rri__... 4th~ { •; ,cam - h =�" '' i I o t ` r ei arrcita' s ttds f K '1 20'10 Brand Marketing, 5afes.artd $el 1oftig PriorityProgr4m Cl)oo cifst sates loads Key i Gare Slrateglo ALL Al Staff H Hyperdlsk OCFEC Orange County Falr & Event Coater 2 MAO Developmental BRD Board of Dlreclors ITC Information Technology PA Pittman &Assoclates Coordlnafor , 3 Support Assisted CCM CHy of Costa mesa MA Mutual Advantage SCA Sagerslrom Collier for the Ar' ED E Xecullve 01motor MSPM Markeling/Special SCP South Coast Plaza Prooets Manager '• � (( . �•{t' yd sir .'.i��ar� 1(�Si;J "-,' > r 3 /�Q�- •hi3.1 +1]-1L"f� li''s i�:4^ lI :Z�iA . U v 'YY.f` ? ti � � ��F� it j' .10p.k t uh CY� .. �i'],I�1� b11+ •i:ei=J.y:'}:�J•�', 40 of 102 ATTACHMENT '<:, �`r t ''��,� " �1 d :4 Media Nations plan formulation 3 ✓ ,/ ,/ CMCVC {E D) PA v' CMCVB p 3 Support Assisted CCM Mutual Advantago SCA Segorslrom Center for the Arts ED Executhle Director MSPM (ED) South Coast Plaza 44 Nows releases and story placements �/ ,/ ,/ ,� Q PA 4- Media FAM% missions and shomase participallons 1 4 rwtill-111111 nut 1 Vogul bpi .� 4, noIng visitor profile/spending analysls {online survey) 3 ✓ ,/ ,/ CMCVC {E D) PA Brand marketing messageslstorfos content analysis And creative update m '[ 3 Support Assisted CCM Mutual Advantago SCA Key 1 Core S[ratoglc ALL All Staff H Hyperdlsk OCFEC Ofango County Fair & Event Canter 2 Market Developmental BRD Board of Ofiectors ITC lolormallon Technology PA Pittman & Associates Coordinator 3 Support Assisted CCM Clty of Costa Mesa MA Mutual Advantago SCA Segorslrom Center for the Arts ED Executhle Director MSPM Markoting[Speclai SCP South Coast Plaza Projects Manager y��'.{�,•/i,•, ( a{, j %�ti;�.�-,'-!Lti-L�.7J.i t��S�{Sl7.yrtY�S�s�'����•t���7�s Q � ��e er��. r]• U.� S�ii����d iii .��_`i:l�l7 .�..�fY'Siriti'T. 1. 41 of 102 ATTACHMENT ��tlj� y�{' �.' �!%' � ~ Y �i.ri,+ �}� � �v �r4 �•l;)�1'�}:Y_a 3c7 5•�}q�. • �£i_ }�f rc ��•-• .ir•+v�0s ) �].f��� LL ..'' r�l i��lf }yI � � J It• d�_3 2090 Marketing Strategy and Positioning by Leisure Travel Market Strategic Direction Focus Key Communications Messages Market penetration and d©velopmenl Key 1 core strategic ALL All staff * centrallacatlon * blear beaches 0 Recognized stropping and artskullural event performances H Hyperdlsk OCFEC Orange County Fair & Event Center 2 Market Devolopmental DRD Roard of Moors ITC Infornratlon Technology PA Pil[man & Ass%lates Coordinator 3 SuppodWs[ed cem city ofCoslaMosa MA hiuluatAdvanta©o SCA segorsVomCenter for theAO- ED Executive Dfractor hiSf M hlarketinglSpeciat SCP South Coast Plaza • Projacis (h4�.anagrer F3� i� - iY l U7r 1 ail; S'1�:r 3•'4. i,! 'yt'.i a:}^ti'+f: .tom ?�� , r r4 :..... i f .:; '.1t•�.0 s i ' eK,e.1 }y�� V jo 1 ep1' i'> >a � �- • �;.: NO; 42 of 102 ATTACHMENT Strategic Direction For -Lis Market ponetrallon and development Key 1 Core Straleglo ALL All Staff Key Commutilcations Messages 0 DiHerentlated vacation exponemes (shopping, dining and paHorming arcs) 9) Available mabOng partnership oppogunliles * Travel infomiatlon and advice within 24 hrs H Hypordlsk OGFEG Oranga County I; atr & Evenicenter 2 Market Davetopmental ESRD Board of Olreetors ITC tntormallon Technology PA Pittman & Assaclatas Coordinator 3 Support Asslsled COM City of Cosla Mosa MA Mutual Advantage SGA Segerstrom Center for the Arts t:O Exmove Director MSPM MarkeUnglSpedal SCP Soulb Coast Plaza Projects Manager n,.: FL }t r*3Y'� ;e _ dr..rl•,:?f�Y{}1 rv' r..._ ;'.,'.i"�:'� ;;' .iif.�.�:`."�t,. .1..r.•-, . r�`�,;tY'�[f1`.�'�;��?,� ... s•=�.liL� � .. +, r � �.�_�a%' 4!€.'L�F.R� t:#�`s���' i�'t.'�r.'�:'.•. 43 of 102 ATTACHMENT 1 � �;r ;rf _ `*' .2 f - s. s �•�-� �- t :����' �:- a.,_.. .R ,,, L r e-.�-•-=st-•�"�s� iy1�� -�r-tf�-lnnn� - y� a� .r E 3, •�i V L rSF' �l t' !7� •�}�}F"r�i}�- �' Si .� �•t4ir �� iii �E l I f a �fl �s� ��•� ��C. �{•� 2010 Brand Marketing Strateoy and Positioning by Group Travel Market AdvarllsinglUes Promotion •;r Meovilppro fileshoal ✓ Informnllon Technology PA Flffman &Assoclates Coordfnator 3 Support Asststed GCM City of Costa Mesa MA MSpM p Publlo Rolallons e.- News releases ✓ ED Executive nfreotor ✓ MarkotfngrSpedal ✓ ✓ Projects Manager �.!�::�.- ?" ��.� � "��'. J "f. .. 'C�- D- s a �Ro� [��• -l• N �'l:�\ PA U •:• E-newslotter ✓ ✓ ✓ ✓Ve ITC D :• FAM and speclal lours EDAWM Dalabasolfnlernol ;• E•blasts ✓ ✓ ITCIH r:• Moo ft database update =MPI, ASAE andlSAEj ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 0 0 --- •;• Website secBort upda[o ✓ ✓ ✓ ✓ ✓ ftateglc Direction Focus Key Gommmiloafions Messages Market penelratlon and product development �D Personalized event afientlon • Affordable pricing . • Pro- and post mooting itinerary options Key 1 Core Strategic ALL Alf Staff H Hyperdtsk OCFEC Orange County Falr & Eveni center , 2 Market Developmental BRD Board ofDlrectors ITC Informnllon Technology PA Flffman &Assoclates Coordfnator 3 Support Asststed GCM City of Costa Mesa MA Mutual Advantage SCA Segerst m Center for the At' ED Executive nfreotor MSPM MarkotfngrSpedal SCP South coast Plaza Projects Manager �.!�::�.- ?" ��.� � "��'. J "f. .. 'C�- D- s a �Ro� [��• -l• N �'l:�\ f Yp _ SXe, 5 1,' �i _ 1•�,�`•°h's)`. _ -�:•- 3 ` 1. �y�,.�j lA �%�Y.., .ti'3pf"�-�, ;i ;? t��e � r� i-: r•.:: 44 of 102 MIr.Ly.rk*,Mala EXAPOF��.r k` =`�� 'Q1iidf8uslir`s a Strateglc Direction Focus Key Communications Messages Marketponelraflon a Now ltfnorarydevelopment 0 Cost effecilve net rates Key I Core Slrateglc ALL All Staff H Hyperdfsk OCFEC Orange County Falr & Event Confer 2 Markel Developmental SRO Board of Dfroctors ITC Infofmatfon Teohnofogy PA Pittman a Assoclates Coordlnalor 3 Support Assisted CCM City of Costa Mesa MA Mulual Advantage SCA Segerstom Center for the Arts ED EX00011VO Dtrector MSPM trfarketingfSpoolol SCP South Coast Plaza Projects Manager w, 4fi i �E.:l. ti TS' !. •L k. Sew S,i.r •����..<e��:���c�[�`��,�.i�=��h�:::���Q....E�Z�llesa�_�tlfe�.l� ���';9��'�e��';�J+�`�.a�l��'.,;t;ct�?.�'�}';a,�:•. -. H 45 of 102 rrr[83:1MAwfmI +-7.��i:'�i'r eF. ti^.�a-• •��i�'. .1 �r f E - rtc� y_ f. - • r � 1�[ `j r Yv;4� f: • }>-''',•F�>�`�` �5.���'a �V ; ti �� � +nom - �j. }`J� Stratecgfa Direction Focus Key Communications Messages Market development 0 Affordable pricing Reunlon focus Personalized event atteritioll Key 1 Core Strategic - ALL All Start H Hypardlsk 2 Market Devetopmental BIRD Board of Directors ITC Informallon Toshnology Coordinator 3 SupporlAsslstod CCM CltyofCosta MesEt MA Mulual Advantage EO ExecuUva DJrecrar MSPM 10arkallrtgl8pedal Pro;ocls Martager 46 of 102 OCrEC Orango County Pair & Event con (of PA Pillman & Associates SCA Segerstrom Center for the P SCP South Coast Plaza ATTACHMENT .'`.`� ti ,Tv1 4'(YR' lJ 1"t1T!U .'.Y_-^w_SV 4._.♦ i r "'W: .' Y: -'!1'( � `•� �•#'; •r=� �� a3. 6rD sfE�-�•o � rt �.3•�2kia; 'lli�}�� `13.�isiii�'s�. •a E�:`tl8 Brand Experience DeveloPITIGnt -strategies Goal and Key Projects To strategize and support events, hospitality services, attractions and related public infeastrueftuc. Ars/cultural and event tourism strategy 0 Regional attraction shuttle services a Branded destination service excellence orlentation � �risitors jvelcome certte�loflicc assesstueut , Commtutity gateway redevelopment .0 Area wayflud ng signage improvetnents Critical Factors for Successful Brand Experience Development * C%7B facilitatilig technical/professional support where required * Agreed-upon branded event tourism strategy and plan c� A visible and user-friendly official visitors welcome center Product Offerings and infrastructure Activity Focus 0 Teclnrical brand identity support New opportunity facilitation and assistance Bvcint pian. formulation Brand Delivery Assistance Activity Focus Destination/contmmmity brand promise interpretation Brand identityupdate Brand orientation delivery a -u� �_`-�.t�`?tirr4•.. '� =}1nr.•s,C, M L� � �. 311E�S[ os$ TF iii '•su�c ? � ;?+.. ri,s_..•5,:7.:�. 47 of 102 ATTACHMENT I Programs and Measurable ObjoctIves 1. Destination dovolopment progyawaning iS Nurnbcr of oveni planning ineothigs and patineysIlips Number of branded sonloc orientation sessiom/FAAj tours --*- Number of branded scryloo orientation participants byactivIty 2. Public bit hastruclurosupport Number of partue'rSWps -4.4 Alliolult of publio and private, capital inv"(111clit 48 of 102 ATTACHMENTS �Y§� Fr� r4Y.F�1; �` .-."i; �' .y :£ S '3 2''F" '.fes -� • � vv 3.L `i it ws i t+.+. 4�c�""cam•'-�f ate, `..-�, ;.�-_ 1�;�=� s;4,'�,-•,,'.,�?�� �-,. �lt� 70' � � to `3�r��'"�������[ ��'"`�Tn ss Ri_ )<;.r�0 2010 Brand Experience Development Priority Program Checklist Key I Coro S[ratogEc ALL NI Staff H Hypordlsk OCI: EC Orange County Falx & Event Centor 2 Market Developmental [3RD poard of Ureolors RO Informallon Technology PA Pulman & Assoolates Coord(nator 3 Support Assisted - CCM City of Cosla Masa MA Mutual Advantage SCA Segerstrom Center for Eho Arts ED Recultve Dlreclor MSPM MarkeftlSpeofal SCP South Coast Plaza Projects Manager .� l���. •� a } j�. k=-�. r _ p ta. -•W i=i=% J"�s fii�.5':-v. 5,-,�. �,�1,.:- 49 of 102 UNIED] a,I IT, IWIkaI 11�vll ei?i a ;r2 f Costa Mesa CVB Community Relations Strategies Goal and Target Audiences To advocate the lmpoxtauce and value of coi=Wty tourism and the partnersiri4) roles and activities of (iie Costa Mesa CVB to all stakeholders. Elected and appointed city officials Rotel board members/pai triers Attraction/visitor industry operators/partners Media representatives C) Corporate leaders 0 Yirdusiry/trade association proporle3rts 0 Residents 0 Orange Comity Tourism Council mcinbers Critical Factors for Successful Community Relations 0 Accoutatable r•eportiug to key target audieaces Ongoingyrau(iial relationship -building Detailed community relations }plan implementation Destination/CVS Advocacy /activity Focus Z) Key Message development Parinerslrip assessment and engagement Z Ongourg audience relationft building Board Governance Activity Focus 0 Board struciuire/inakeup asscssmenl :) CVB management reporting interface * Board conulittee review and direction .i •f `i4(: �;i i1�C•��[,t :}}r `-ss•� o 'i �{..''i :3': CrAyo$ r� 8����7y ��.ff a0 (l Y1 ;iif[�1� �"��p�1��nf f-� n i }r'-r--r-';.2n"•»p`r���'•. ff.: -s ti,.- 7 j. L_ ra.c: ��.ati� ��, ?i: '�.:.•'� =C-.� IY - i. �Sx=L-+`S�wY.i•YY3.ri'e}'sr:i: ta�l�`���-.��T�.•.. '','41,.?'+... d i;94c•.�,',n� S 50 of 102 ATTACHMENT ':�?; � r•.in i�: tx,�x rc' ; t �3�. i r. � r.Y a;o-, ulY,s.�• �• „ r." � ,�, �'.�f :��i��•� �� � " �d CYC � t ttgt '�"^'� i�� �'f���'� Pr=ograms and Measurable Objectives 1, Key audience ideulification and message development Number and Woof cowmututy publics ',' Number and quality of allied uaessag% 2. I'm nership conuni nications and results Number ofpublic contacts �,. NEimber of activities by audience Number and quality of customized messages {t• Number and value of new patftiershnembers 3. Strategic commutvtyAndus" leadership dialogue Number of meetings and time commitment •.f Degree ofl3oard nietnber inti�olveutelat Number of now marketing opportunities identified %'r"�•�'k�'.Fly1lf� `'�-•`i�������.i:�a.oN �'i :��'�`C Q•� f��� : �_ Q� 6 � �8 ��:� � i��. �� �5� �: z'�;-.�� ... 'i icy; f . 51 of 102 ATTACHMENT ��.�� il4�tjr. '+�1���.i:;:_ u:' �:;'}•�' !v_, a S,S r^.,sy. �'.v t l•-' F-'. i--."- :r�ai '!moi -fin i ¢ ``�-•'-a '. 2010 CV13 Community Relations Priority Rrogram Chock.11st IZP Koy audisnce Idenifficailon and message Koy advoeacy pos€lloning messages pw +S+ Annual camntunity tourism report and presentallon (rosul(s summary) M 'erinershlp oommunicallons and rosulls YS+ Partnership assessment and relatic >.• Nowsletterllooaf media flalsons Quarterly marketing Input meetings bulld€no egJ ✓ CMCVB ✓ (ED) ✓ HIAA 9 ✓ ✓ cmcva (ED) !,+ CVB Baard effective representation revle�v . E � ,/ CNCVB (ED) HIPA •tY CV3 Board brialings and commiltee participation (Board meetings and markelJng} Core Strateglo ALL Ali Slaff H Hyperdisk OCFEC .+Selacl couniylslale govemmeni efeotedlappolnted ofticfals g ,/ ,/ ,/ ,� a`+ City govarnmenlofflelats F.venl Center ti/ Market Developmental ,� Board of Directors ITC •;+ South Coast Motto Alliance- � ,/ ,/ ti/ ,/ ❑ +;• Califomla Stalo TourlsoVOCTC directors Coordinator 3 Supporl Assisted CCM +i+ Orange County CVB executive dlrectorslCEOs MA Mulual Advantage SGA Segerstrom Cantor for the Ar' •.• Arlskul(ural and shopping attraotlon merkoUng Matson 3 ,/ ,/ ,/ ✓ ❑ rcey 4 Core Strateglo ALL Ali Slaff H Hyperdisk OCFEC Orange Counly Fair & F.venl Center 2 Market Developmental BIRD Board of Directors ITC information Technology PA Pittman &Associates Coordinator 3 Supporl Assisted CCM City of Costa Mesa MA Mulual Advantage SGA Segerstrom Cantor for the Ar' ED Executive Director MSpM MarkoonglSpedal SCP South Coast Plaza Pro)ecis Manager -'li �- e+: A.y'�. �� �?��Yt Si �.. '%�.:�^S'...{�.�'�C 91.d t:Q • "k 1. i9A•-. U.� fE �.'.R1� ty r'...,.ri. ?.?ySia `•r•'f .,��.ia���.13F.;Cu c�L•. iT :': 52 of 102 ATTACHMENT I 2010 CVB Community Relations Strategy and Posjtloning.hy IntaXnal Atidlence Stratoglc Directlon Focus Key Communleatlons Messagos Audience penetration 0 Tourism onhanced quality of life Key 1 Core Straleglo ALL All Staff o VVR assistance �D Community facility partnership N Hyperdisk OCFEC Ofange County Palr & Event Center 2 Market Developmenlat BRD Board of Directors ITC Information Technology PA Vi Wan &Associates Coordtnator 3 Suppert Asslsted CCM Cily of Cosla &tesa MA Mutual Advantage, SCA segerstrom Center for the Arls ED Executive DEreclor MSNA MarkellnolSpeclal SCP south Coast Plaza Projecls Managor {� i1t-y 'Y� ci-: �}t'i�;t 'f��f, '� r ��� � s` Yk 5 I-• t� 3 Jt'•c"�' � :�' 1' . �r r: ,,. �., •3.' ,)i � .L '.' 3. rK; �S'3ti .�'1�;?- i'i� _r :tri'- �±�� �.�.' . .e..e. ..?.4 ' _. � s 'i`l:r'" � §441�i{ �.: ] �:•. r :. 53 of 102 ATTACHMENT ;��y .-�,�� Y, s���%`.,a`�..; ,:w.T.i � .,�,� �,•;�t��-�:�t�: �� r�': � ; a 1 t ��'�i � �i' �r - �•, • ����.'.�4��.���. 01rool Communications/ Public Relations +'t- Annual repay{ preparation ✓ EDIPA q Oo CVB event appearances ✓ BRDIE€3 q 44 Board meetings ✓ �.• Board executive meetings ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ E}RD/F D BRDIED q p Board representation at Markeling Commlllee meetings BRD/ED q Strategic Diroction rocus Audlence penetration Key I Core Slrateglc ALL All Staff Key Con-nunlcations Mossages * 0V8 accountabll€lyJR0t measures Active involvement and leadership positions Nigher communily profile H Hyperdlsk 0CFEC 0(an9eCounly Fal(& Event Center ?, Market Developmental BRD Board of Diroolors ITC Information Technology PA Pittman &Associates Coordinator 3 Support Asslstod CCM City of Cosla Mosa MA Molual Advantago SCA Segorstrorn Center for the Au ED Executive Dlreclor MSPM MarkoYgISpocfal SCP South Coast Plaza Projects Manager -'i'.i'i:-�;r.{�'� .[. �- /�"' _ i� �`-��[�pn2 h --. Y�y,L.;�:,•:r 'ti"='�4 sryy�ti-,t,xr. ..; t F: A���[�t .FSI:I-�i�i-1f.3 �':-:li.- �� YS�-IFs:-.Y� � Gri .i Y.i.'•:'.•..-at t, ti ,� ti F.' 54 of 102 ATTACHMENT 1 �1'}.�:.i� Wit - � �' f: '� "1' 1:1. i�a�:#moi �•'4 j�<. i'71 C+� cS't �' t�;�j'r.�S-; !"' t rt-�pp �� • i � S "wit 4� : S ��! ft _ I�i]E �. r o Strategic Direction Focus Key Communications Messages Audience penetrallon Increased desllnaffon markeling and safes TMsm economlo Impact Toudsm partnerships and leveraged programming Key t Core Strateglo ALL WI Staff H Hyperdisk OGFEG Orange County Fair & Event Center 2 Market Developmental ESRD Board of Dlroctors ITO Informalton Technology PA Pittman & Associates Goordfnator 3 Support Assisted COM Olty of Costa'Mese MA Mutual Advantage SCA Segerstrom Center for (he Arts ED Executive Rlreator MSPM MarkeVngtspeciol SCP Soulh Coast Plaza Projects Manager .':;?';ri�:�;; � i�Cr�Fa:< .':T�'Ef �'` �l�:�.1 :s., t.. � �. •�- . ���'.>=��i.. � 3 t0 _ .. 'iii! •i : '..�,��.��-.C��l��":; �-��:..'.i� 55 of 102 ATTACHMENT 1 ,�.�.� r r-+ �k�f ;{.�.. �v. .¢tea.-•rt6t1: r�f:Aih .. -y.t S}�'�LV'!� '2 , �s• �`� r 1 47 }f3 a'T Cii fes_ r � t plrect Connnunlcallonsl ` Public Relations +,+ Contntunicallons fundtngsupport tvilb City Informallon Technology PA Pillman &Associates ✓ ✓ ✓ City of Costa Masa MA Mutual Advantage SCA Segorstrom Center for the. Ai ED Fxecuhve Wector MSPM OWED C3 +t+ Mesa Wale, Insert Projects Manager ✓ ED +t+ 01I BuslnessLicense Inseri ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ CC�4 p +;+ Contntunitylnduslrymeetings (as needed) FD d Strategic Directloti Focus Key Comtnunicatlons Messages Audlence penelmllon Tourism aconomic Impacl Toudsnt development support Tourism enhanced yuailly of life Key 1 Core Strategio ALL All Staff H Hyperdisk OCFE O Orange. County Falr & Event Center 2 Markel Dovelopmenfal ORD $said of Dlfaciors ITC Informallon Technology PA Pillman &Associates Coordinator 3 Support Assisted CCM City of Costa Masa MA Mutual Advantage SCA Segorstrom Center for the. Ai ED Fxecuhve Wector MSPM MarkelinglSpeclal SCP South Coast Plaza Projects Manager 56 of 102 ATTACHMENT s�i } �G.}f•�.�rl'I" T •�� f.r. - :!T ;�i�x '4 7r" c4'[.fi T �:�' fV.r7ai.�"r:' I..� PL RU i kdT . o. s; r :,28 Costa Mesa CVB Finance and Administration -Strategies Goal and Target Audiences To function as a fiscally responsible and accountable organization through effective resource plaivring and execution. • professional staff • Key subconhactors c) Other outside, suppliers Critical Factors for Successful CVB Managemelit • ]development of a destivatio"IC'VB perforniance, scorecard • An effective CtIB team and Board members Administrative and Funding Activity Focus Strategic and annual i narketing/business plan implementation Lodging/TOT assessment evaluation and now finding opportwuty 0 Dostivation Marketing Acorcditatioij Program achievement Management Team Developmelit Activity Focus * Staff strategy and team doveloliinent plan formulation * Marketing manager acquisition .;"` �+•,� � �'a:�� ��rrFF��.��� 1�T�`v' ';� �� ik t3��` a �■y��Os}1�, (�j��f r Qr� %.�Jr�, �` �p���d � 'i=�i.tir : s /����� r� _ .;,;f:5r =•., •'I'_. •'i ..) l.S. %� .. �tI SI�'tF �rF ... � �1��.SL� 1!"•.—TsR'�iFiL'�. L--'r7N, �.i ^11M±17. 'N. LI��K:Z..'%YR4ti..._�:��l.l��-�i�': I'• . 57 of 102 Fill IUNa"Ih1r,19HaI " r' i _,t'y 7s},r}^ r�' j��,+� -'s'Y ���- fr. t4 y� .�- ti w,-+, 'st t •.,cti i-3 %� �'�1 N-xF�it#f' �-c` z b 1�7�''.�.t]' '' F (•V ; r �ti -r+�.- r Programs and Measurable Objectives 1. Strategic/busirress pIa�uring and funding •tr Number and tWe, of programs implemented Projected revenue return on programs reporthig 2. Budgeting, measurement and repo:lling •tr Almnal income state3tten#Ibafance street prepared and accepted •t• Number of program performancemeasmos Now partner revenue, generation 3. Human resource developjnGnt Staffproductivity indices 4. A&ninistrative operations •,'• Employment eompensation6caefits recorded and approved Meeting and gavel expenses recorded and approved 5. Industry and event funding sttppori •«• Number and 1,81130 of hospitality -related partnersbips :• Ntttnber and value oaf evetrt sponsorships r f fir. a�rl: •;dtL.at?'='�i4,%r'-rf ' OS fi t5- C�d'k& vtOy i�,r ;i• c,ri• r;•: `ice; + s.�. _..• 1 f 58 of 102 ATTACHMENT 1 • A�'` -•1 ;7 1' its"'—• s.ti I 'k1 +J .; 47&, ffi 2010 CVB Finance and Administration Prlorify.,Program Checklist . I. Key I Coro Strateglo ALL All Staff N Hyperdlsk OCFEC Orange County t=alr & Evan! Ceptor 2 MAW Developmental ESRD Board of Dlraclors ITC Informallen Technology PA Pulman & Assodates Coordinator 3 Support Assisted CCM Clly of Costa Mesa MA Mutual Advantage SCA Segersirom Center for the Arts ED C?acocottve Dfrector MSPM Matkottng/Special SCP South Coast Plaza Projects Manager iMA;':=i1S:�J, ;�,. 7+' 4 4.v Eot' •k• ce`..s.... .�, �,••.' 59 of 102 ATTACHMENT 1 7 $ kY�'t 2 T:�b o WOO r w iw r o �. r. ;i,'' � €1, ,., kts: . t. ' F_ r TS ' . = 2 iA.�§ in E r�c`e li j snitsi3wkJD���-��1 Costa Mesa CV8 Composite Program/Prejoct Measurements brana rnarxoUng, sales anti servicing Quantifiable Objective 0 Measure,, Measure. v Measure: Measure: :D Measure: Brand Experience ffo�velop�niont Quantifiable Objective 0 Measure. 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