CALED s 39 th Annual Training Conference. March 28, 2019 Anaheim, California

CALED s 39 th Annual Training Conference March 28, 2019 Anaheim, California

What s New? 1. TID Growth & Overview -TID Case Study 2. Restaurant Business Improvement Districts Overview -RBID Case Study 3. Wine & Agricultural Heritage Marketing Districts Overview

Agricultural industry discovered the concept Agricultural marketing orders (dairy, fruits, vegetables, pistachios) Similarities: Perishable, like our hotel products Downtown property owners discovered the concept Marketing efforts to increase commerce in distinct area of the community Lodging industry discovered the concept Marketing efforts to increase heads in beds Industry specific district growth (RBIDs, WMDs, TIDs) Focused activity districts (sports, meeting space, BID fees)

Tourism Improvement Districts

A tourism improvement district (TID) is a stable source of funding for marketing efforts designed to increase occupancy and room rates for lodging businesses. Funds raised through a small assessment on lodging stays are used to provide services desired by and directly benefiting the businesses in the district.

109 TIDS Most Recent: Morgan Hill, CA (January 2019) 79% Gross Revenue % 21% Fixed $ Amount AMOUNT RAISED Low $65,000 Average $2,585,000 High $39,000,000 Total $282,000,000+ 41 COUNTIES

CA MAP HERE

Placer County, CA

Hoteliers and Ski resorts wanted to increase visitation by ensuring safety and providing ease of travel around Squaw Valley and Alpine Meadows.

District formation provided the necessary funds to launch Mountaineer, a free ride share service available to hotel and ski resort guests, as well as the general public!

Mountaineer provided over 10,000 rides in its first month of launching Mountaineer has made my commuter life much easier and safer. No more walking on the side of the busy Squaw roads.

Restaurant Business Improvement Districts

The restaurant industry is a powerful force in our nation s economy and 9 in 10 Americans say they enjoy dining out. In 2016, total restaurant sales reached $783 billion. SOURCE: National Restaurant Association

A restaurateur-proposed and city-approved assessment, providing a stable source of funding with the ultimate goal of increasing restaurant food and beverage sales.

The Sutter District RBID is one layer of services that the Midtown Association provides to business owners. The Midtown Association manages the Midtown PBID and works with the City of Sacramento to provide placemaking & capital improvements, clean & safe activities, and advocacy & communications.

Newport Beach, CA

There was a need for restaurant owners to collaborate on marketing promotions to raise overall awareness and attract visitors from the Los Angeles region to Newport Beach

-6.6 million advertisements -75 articles -481 social media posts =519,000 social media impressions across both Orange & Los Angeles County

Dine Newport Beach holds the title as the longest running restaurant week in Orange County! Celebrating its 11-year anniversary in 2017, Dine Newport Beach, is a citywide two-week dining event that showcases the coastal community as the premier dining destination.

Wine & Agriculture Heritage Marketing Districts

In 2016, nearly 23.6 million tourist visits to California s wine regions generated $7.2 billion in visitor spending.

TMDs provide services directly to assessed businesses which are not provided to those not paying. These services could constitute a "specific benefit to the payor that is not provided to those not charged."

Agriculture Heritage Story of the Region & the Wines Workforce Development and Support Marketing & Promotion Consumer Shows, FAM Tours, and Media Events Food & Wine Magazine Features Wine Auctions Destination Development Wayfinding Signage

Generated $ for clients globally. Completed over formation projects throughout the world. Drafted BID/TID legislation in. Passionate about raising stable, dependable funding for DMOs.