Report Prepared by: Frank Quintero, Deputy City Manager and Director of Economic Development
Title
SUBJECT: Remaining Tourism Based Improvement District Tasks and Schedule
REPORT IN BRIEF
Staff is presenting the tasks remaining and targeted completion dates to establish and form a Tourism Based Improvement District and is requesting direction to proceed from the City Council.
RECOMMENDATION
City Council - For Council discussion and direction.
Body
ALTERNATIVES
1. Direct staff to proceed with the formation of the TBID; or,
2. Provide staff alternative direction; or,
3. Defer action until a specific date.
AUTHORITY
State of California Property and Business Improvement Law of 1994, Streets and Highway Code § 36600 et seq., authorizes the formation of business improvement districts for the purposes of promoting tourism.
CITY COUNCIL PRIORITIES
City FY 24-25 Council Goals and Priorities: “(b) Economic Development , (4) Tourism - continue efforts to establish a local Tourism Based Improvement District (TBID) to enhance existing marketing efforts.”
DISCUSSION
At the City Council meeting of Monday, July 15, 2024, City staff committed to providing a summary of remaining tasks and proposed schedule to facilitate the formation of a Tourism Based Improvement District (TBID). Attachment 1 provides a summary of the remaining tasks and targeted completion dates. With the collaborative efforts of the consultant, Merced Hospitality and Lodging Association, and the City, the TBID could be formed by the end of December 2024.
Background
At the City Council meeting of December 20, 2021, the Council voted to approve a supplement appropriation of $43,825.00 to Kristin Lowell, Inc., to start the process of forming a Tourism Based Improvement District.
The establishment of a Tourism Based Improvement District (TBID) in the City of Merced is an important step as there are tremendous opportunities to capture tourism dollars to assist in promoting Merced as a destination while allowing the city to remain competitive in a crowded global marketplace. The formation of a TBID continues to be a City Council Goal and Priority.
Prescribed under the California Property and Business Improvement District Law of 1994; Street and Highways Code Section 36600-36671; property or business assessments are levied in exchange for services not currently provided by the City. While the services depend on the needs of the specific businesses of the area, typical TBID services include print and internet advertising, sales lead generation, destination marketing and development to bring more visitors to the City.
Direction
Given the remaining tasks to be completed and targeted schedule, staff is seeking direction from the City Council to proceed with the formation of the TBID.
IMPACT ON CITY RESOUCES
The purpose of the TBID is to draw more visitors to Merced who will spend the night, shop, visit venues, and dine at local businesses generating more revenue. In essence, the hope is to transition Merced into a come to community versus a go through community.
ATTACHMENTS
1. TBID Tasks and Target Dates