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Home My WebLink About2011-09-07 Powerpoint - 12aUkiah’s Transient Occupancy Tax Program …putting heads in beds Measure X Measure X was passed in 2007 in order to create a mechanism for funding the promotion of the Greater Ukiah Area. Funds for the TOT Program come from the bed tax at hotels within the city limits. Until March of 2011, the Chamber of Commerce was the administrative agency for the TOT Program. At this time, the Chamber determined that they would focus on member services and no longer administer the Program. Interim Administration In March of 2011, Council directed staff to administer the TOT Program in the interim by addressing the Program’s immediate needs, analyzing its capacity, and exploring options for future partnerships in administration. Interim Administration In the last five months, City Staff and the TOT Advisory Committee have: Re-engaged the advisory committee Continued placement of strategic advertisements Re-branded “Uniquely Ukiah” to “Visit Ukiah” Participated in co-op projects with Visit Mendocino County and partnered with the Ukiah Main Street Program Interim Administration Created a Visit Ukiah Task Force, as specified in the Measure X Resolution Evaluated TOT projects and programs Managed Visitor Center Organized/re-created Program files and documents TOT Advisory Committee Provided direction regarding advertising and projects Created itineraries to be used for promotion Drafted a survey to be administered at hotels Drafted “tear sheets”, directional maps used in visitor-oriented businesses Created TOT mission statement Mission: The mission of Ukiah’s Transient Occupancy Tax (TOT) Program is to responsibly administer a continuously-improving promotional program for the Greater Ukiah Area utilizing Measure X funds. The Program will leverage partnerships with key groups and organizations, foster community pride, and increase tourism. Print Ads Hotel directories throughout Mendocino County, with placement in the Sacramento and Bay Areas as well 101 Things To Do in Mendocino County (2011-2012) Fall VIA Magazine, a co-op project with Visit Mendocino County RV Journal Sunset Magazine, August-November 2011 Sunset Magazine Over 800,000 active subscribers, primarily in the Western United States Provides advertisers with detailed reader demographics and marketing research Targets readers who are oriented toward travel and print media Provides opportunity for readers to request additional information about advertisers Response to Sunset and VIA Ads As of September 1st, over 1,200 requests for more information about Ukiah have been received. Each person is mailed: A personalized cover letter with sample itineraries and information about upcoming events A Uniquely Ukiah tri-fold brochure A Grace Hudson Museum rack card A Historic Downtown Walking Tour tri-fold brochure A Mendocino County winery/distillery map and brochure from the Mendocino Winegrape and Wine Commission An Historic Downtown Guide from the Ukiah Main Street Program August 2011Sunset Magazine, park-themed Specific ad featuring Montgomery Woods and wine tasting in “America’s Greenest Wine Region” September 2011Sunset Magazine General ad, highlighting Ukiah Area attractions including: Wine tasting Golf course with valley views Year-round events Lake Mendocino Montgomery Woods October 2011Sunset Magazine(not yet published) Specific ad, featuring Ukiah Country Pumpkinfest November 2011Sunset Magazine(not yet published) General ad, introducing the new Visit Ukiah logo, orienting Ukiah to the Bay Area, and communicating the laid-back feeling of the Ukiah area Re-branded “Uniquely Ukiah” to “Visit Ukiah” Branding Ukiah “Visit Ukiah” is consistent with the broad-based tourism industry including Visit Mendocino County, Visit California, and many more. City staff has secured the domain names www.visitukiah.com, .org. and .net In 2008, the Randall Study recommended that Ukiah capitalize on its place as “the heart of Mendocino County”. Reader response to that tagline has been very positive. Branding Ukiah, cont. Using information obtained from the Randall Study, Sunset Magazine, and reader response cards, Visit Ukiah is now able to effectively target potential visitors. Construction of the visitukiah.com website will strengthen the “brand” and give the audience a mobile-friendly, up-to-date platform for learning about Ukiah area attractions and events. Effective partnerships with Visit Mendocino, the Ukiah Main Street Program, the Ukiah Chamber, the Winegrowers and Wine Grape Commission, and Destination Hopland will maximize the exposure for inland Mendocino County and cement Ukiah as the central location for all the County has to offer. New “tear-sheets” for hospitality industry Front: Ukiah Area Back: Downtown Ukiah Visit Ukiah Task Force Lodging: Anil Buhla, owner of Fairfield Inn and Sunrise Inn Wine: Tom Liden, Mendocino Winegrape and Wine Commissioner Art/Culture: TBA Marketing: Spencer Brewer, Musician, Producer, and “Ringmaster” for Parducci Wine Cellars Visit Mendocino County: Betsy Wildberger, Director of Marketing Chamber of Commerce: Amanda Hair, Exec. Director Ukiah Main Street Program: Rick Hansen, Exec. Director Evaluated Prior TOT Projects and Programs Analysis of prior projects and programs revealed shortfalls in performance, including the loss of the “Uniquely Ukiah” domain name and website. City Staff has organized and re-created Program files and documents. Visitor Center Utilized volunteers to staff visitor desk Updated/obtained promotional materials Performing outreach to tourist-oriented businesses Working with tour bus that stops in Ukiah two times each month Partnering for the Promotion of the Greater Ukiah Area Visit Ukiah has the potential to bridge many of the tourist-oriented organizations in the area by partnering for services, marketing, and events: Visit Mendocino County Ukiah Main Street Program Mendocino Winegrape and Wine Commission Destination Hopland Ukiah Chamber of Commerce Visit Mendocino County Extensive marketing experience and resources Shared goals (including increased recreational tourism and business/small group tourism) Concerns regarding reporting requirements and administration budget Visit Mendocino County Outcome of ongoing discussions between City of Ukiah and VMC: Most beneficial partnership: fee-for-service arrangement for specific tasks related to marketing VMC will participate in Visit Ukiah Task Force on a monthly basis, ensuring ongoing communication and collaboration Ukiah Main Street Program Visit Ukiah is currently distributing Main Street’s promotional materials at the Visitor Center and to Sunset and VIA Magazine readers. Main Street’s sphere of influence is relatively small; in order to draw visitors from greater distances, promotional efforts must capitalize on the Greater Ukiah Area. Mendocino Winegrape and Wine Commission Visit Ukiah is currently distributing MWWC’s promotional materials at the Visitor Center and to Sunset and VIA Magazine readers. Wine-related tourism is an important asset for the Ukiah area, with much room for expansion. With the expertise and experience of MWWC, a close working relationship could build on that potential visitor base. A MWWC Commissioner will serve on the Visit Ukiah Task Force. Destination Hopland Destination Hopland coordinates the Hopland Passport twice each year, attracting visitors from all over California. Hopland’s hotel inventory consists of only about 20 rooms. Preliminary discussions have taken place regarding a partnership for a shuttle program that would transport visitors from Ukiah hotels to Hopland wineries. Visit Ukiah is distributing Hopland Passport promotional materials to Sunset and VIA Magazine readers. Moving Visit Ukiah Ahead City Staff and the TOT Advisory Committee recommend that the City of Ukiah continue to administer the Visit Ukiah Program. Important factors include: A separate voice for Ukiah A desire to eliminate the duplication of services The utilization of staff efficiencies The limited budget for the Program The proven partnerships between the City of Ukiah and the other related organizations The need for detailed oversight during the process of restarting the Program Next Steps for Visit Ukiah Develop a detailed budget and work plan with performance indicators Optimize Internet presence by creating a comprehensive visitor-focused website and a Visit Ukiah “app” for mobile phones. Create promotional materials for the Greater Ukiah Area including brochures, flyers and maps. Next Steps for Visit Ukiah Continue to place strategic ads in various print media and respond accordingly to requests for information Coordinate representation at trade shows to promote Ukiah Maximize collaboration between Visit Mendocino County, the Ukiah Main Street Program, the Ukiah Chamber of Commerce, Mendocino Winegrape and Wine Commission and Destination Hopland the heart of Mendocino County