Beverly Hills City Council
June 23, 2026

STAFF REPORT
Meeting Date: June 23, 2026
To: Honorable Mayor & City Council
From: Magdalena Davis Jones, Community Outreach Manager Subject: Recommendation of the City Council Liaison / CVB/Marketing Committee for Fiscal Year 2026-2027 Workplan and Funding Requests for the Beverly Hills Conference and Visitors Bureau (CVB)
Attachments: 1. Beverly Hills Conference and Visitors Bureau Workplan Presentation FY 26/27

2. Appendix to Workplan, including full budget details

3. City Council Liaison / CVB/Marketing Committee Meeting Report from June 16, 2026 (without attachments)

INTRODUCTION
This report presents a recommendation of the Beverly Hills City Council Liaison / CVB/Marketing Committee of Mayor Corman and Vice Mayor Wells of the Beverly Hills Conference and Visitor Bureau (CVB) proposed programs and initiatives, known as their annual workplan, for Fiscal Year 2026-2027 (FY 26/27), for $4,668,070.

Additionally, due to timing, interim funding for July and August of 2026 is required, through an amendment to the current agreement, under the authority of the City Manager, after Council approval.

An overview of the workplan and budget can be found in Attachment 1, with a full detailed review of current work, and full budget details for next fiscal year, in Attachment 2 appendix.

DISCUSSION
The CVB is contracted by the City to conduct a variety of tourism and marketing programs promoting Beverly Hills. They receive City funding to promote Beverly Hills worldwide and domestically as a stay, shop, and dine destination through marketing programs and events that build awareness and drive consumer revenue to the City. To form their workplan, CVB staff works with their strategic planning committee of select Board Members, before reviewing it with the Board as a whole.

The CVB promotes Beverly Hills domestic and international as a stay, shop, and dine destination through categories of work including marketing programs, press, travel trade, BEVERL
HILLS
di
Meeting Date: June 23, 2026

consumer and professional education, and events that build awareness to drive consumer revenue to the City. The Board has prioritized group sales for the upcoming year.

The CVB/Marketing Committee of Mayor Corman and Vice Mayor Wells reviewed and recommended the CVB’s annual work plan and funding request in the amount $4,668,070 for FY 26/27, from the Tourism and Marketing budget, funded by Tourism Occupancy Tax (TOT). They also recommended the interim funding move forward for approval. However, they did not recommend moving forward the utilization in unspent funds approximating $140,000 towards a backend website update, as it is nearing its end of life. Instead, they recommended not moving forward with the whitepaper of the “Role of AI in Luxury”, and to move around funding within domestic marketing to make any immediate necessary updates, while looking at the CVB website as part of a larger picture. Their website could be looked at as part of tourism consumer updates in general, such as integrating with an app or kiosk update, as suggested by Mayor Corman, or as part of a greater look at the brand of Beverly Hills overall, as an economic driver, of which the CVB is an essential component. Both Liaisons agreed to have the website component of the workplan rereviewed in August by the Liaisons, after the CVB has closed their books on the current fiscal year and will have accurate accounting available, and with more potential updates on larger integration by then from the City side.

The Liaisons maintained the position of Council last year that carrying forward budget towards general program or salary uses was not recommended.

SWOT Analysis
The CVB’s “SWOT” analysis (strengths, weaknesses, opportunities and treats) can be found in Attachment 1. Some highlights include economic challenges, like other area hotels utilizing the Beverly Hills name, competitive parity with competitors, and other destination marketing CVBs creating luxury initiatives, which compete with the Beverly Hills brand and messaging. There are some additional international challenges, such as continuing conflicts in the Middle East, US isolationism, media coverage of unfavorable experiences at the border, and Visa wait times with some locations exceeding 6-12 months for visitor visas.

The Beverly Hills strengths include retaining the global luxury brand recognition, safety, a high ADR and REVPAR, ongoing investment and development and seasoned hoteliers and business owners. All of the strengths, weaknesses and threats contribute to the opportunities: a next-generation website, marketing to ensure Beverly Hills remain relevant to the next generation of luxury consumers, education regarding hotels in the City, and growing the demand for groups. These opportunities have informed the specifics within the main categories of work for the CVB.

Categories of Work
The main categories of work that the CVB focuses on are:

1. Marketing, which includes sales missions and destination programs

2. Domestic public relations, which in addition to a PR firm, includes media missions

3. Meetings, Incentives, Conferences, and Exhibitions (MICE), focusing on events that target meeting and incentive planners, Milken support and other prestige partners to attract group sales

4. International Marketing, including PR and programs in the largest markets for Beverly Hills: the Middle East, United Kingdom, Australia, and Mexico

5. Digital and Interactive programs, which include social media and website

6. Metrics and Data, such as geotracking, travel research, and partnerships with Visa
Meeting Date: June 23, 2026

All of the above categories of work were recommended to be continued, however for FY 2026/27, the Board has determined that emphasis should be placed on direct-to-consumer marketing and group sales. The hotels have also stated that they would like BHCVB to pause most leisure sales activities for the foreseeable future. The bulk of BHCVB’s marketing budget will go to destination marketing, group sales, and US and international PR. Currently, destination marketing in the domestic line item would accommodate any website needs before reviewing in a few months.

Based on the TOT forecast remaining relatively flat, the CVB has proposed a flat budget to their base workplan from previous years for a total of $4,668,070. They will return to the Liaisons, if Council confirms, after their books close in August for any unspent funding direction.

FY 2026/27 Work Plan Highlights
With no changes to the main categories of work, the following are highlights of the FY 26/27 work plan:
• Route 66 Centennial activities
• Spring/Summer 2026 Soccer Campaign: Travel Like a Champion o Including Beverly Hills Football Club limited edition merchandise • Fall 2026 Visit California Global Leveraged Media Co-op • Fall 2026 Destination Marketing: A World Away from Greater LA • Holiday 2026 Campaign: Celebrate Together in Beverly Hills • Spring 2027 Destination Marketing: The Real Hotels of Beverly Hills • Social Media and Domestic PR Initiatives
o Golden Globes “Golden Week”
o Street Style
o Any immediate backend website needs would be from this Domestic Marketing category of work
• Travel Trade
o Group Sales activities including familiarization (FAM) trips, meeting planning road and trade shows
o Leisure Sales activities will not be a focus but still include partnership opportunities with Visit CA, outreach to Middle East and Australia agents • International PR/Leisure to the UK, Mexico, Australia and Middle East Approval Thresholds
The Liaisons did not recommend moving forward the CVB and their Board request to how approvals are sought when reallocating funds, which would have eliminated the City Manager level of approval. The Liaisons supported the current model, where the CVB may move funding up to $25,000 administratively, with $25,001 to $50,000 requiring City Manager approval, $50,001 to $100,000 requiring Liaison Committee review and approval, and over $100,000 requiring full City Council review and approval. Liaisons did agree that language to the agreement be added that the City Manager, or their delegate, such as the Assistant or Deputy City Manager, could approve in their stead, for efficiency.

Council is requested to approve this language update, leaving the thresholds the same.

FISCAL IMPACT
The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (TOT). The City collects a total of fourteen percent TOT based on gross room sales from hotels. One-seventh of the total TOT revenue has been the basis of calculating the funding for the Tourism and Marketing budget in Beverly Hills for approximately 27 years.

Meeting Date: June 23, 2026

To carry out the proposed work plan for FY 26/27, the CVB requests $4,668,070 in Tourism and Marketing funding, as further detailed in Attachment 1 and shown below. The CVB is also requesting use unspent funds for the one-time website update. The following executive summary table from Attachment 1 gives the budget breakdown of each category of the workplan, has 2 breakout sections at the bottom for salaries and the one-time use of unspent funds, as well as the comparison to funding the years prior (table appears below the page break):

Description24/25
Budget
25/26
Budget
26/27
Proposed
Budget
Variance
from
25/56 Budget Description
Domestic
Marketing $1,483,300 $1,192,600 $1,322,500 11%
Increase in destination
marketing and MICE.

International
Marketing $616,100 $498,000 $387,500 -22%
Reduction in travel trade
shows.

Interactive $475,145 $392,460 $357,025 -9%
No need for a photoshoot this
year.

Collateral $24,640 $22,000 $24,500 11% Additional collateral for MICE.

Research $74,152 $76,000 $83,000 9%
Additional funds for forecast as
it is no longer available
through our STR/CoStar
subscription.

Special
Programs $50,000 $50,000 $50,000 0%
Operations,
including
Salaries,
Taxes &
Benefits $2,239,554 $2,417,921 $2,433,957 1%
Reduction in staff due to shift
away from leisure sales. Fixed
cost inflation.

Visitor
Center $25,000 $17,500 $10,000 -43% Reduction in collateral budget.

Total
Budget $4,987,891 $4,666,481 $4,668,070 0% Flat from FY 25/26 Salaries
Taxes and
Benefits
Only $1,685,058 $1,854,374 $1,860,611 0%
Remove Director and replace
with Manager; COLA and two
promotions.

The Finance Department is currently forecasting TOT revenue of $46,719,000 for FY 26/27, a marginal increase from $46,000,000 for the current FY 25/26. Using the $46,719,000 estimate for TOT, the one-seventh amount would be approximately $6,674,000. Staff anticipates this funding would be allocated for various programs and partner agreements including the request from the CVB workplan, but also the RDC base funding workplan, a portion of the Chamber of Commerce workplan, Holiday décor and the Holiday Lighting Celebration on Rodeo Drive, the Concours d’Elegance Father’s Day Meeting Date: June 23, 2026

Car Show, landscaping funding, and trademark licensing intellectual property legal services.

This funding that is approximated above does not include either the true-up of any funds that were actual, as opposed to forecasted, from the current fiscal year.

Every effort is made by City staff to schedule a workplan review by Liaisons and then Council in a timely manner, however due to the timing of this years’ review, interim funding is required to keep the CVB operating while the agreement is approved and signed. For July and August 2026, the amount needed for interim funding is $820,487. This includes both programming costs and fixed costs for salaries, rent, etc. The interim funding would be made through an amendment to the current agreement, under the City Manager’s authority, following Council approval. Liaisons recommended Council approve this interim funding.

RECOMMENDATION
Staff recommends City Council approve the Beverly Hills Conference and Visitors Bureau’s proposed annual work plan and corresponding funding request in the amount of $4,668,070 for FY 26/27, with an interim funding approval for July and August 2026.

Keith Sterling,
Deputy City Manager
Approved By
Attachment 1
Fiscal Year 2026/2027 Work Plan
City Council Meeting
June 23, 2026

CONFERENCE &

VISITORS BUREAU
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Fiscal Year 2026/2027
Program of Work
Proposal
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SWOT
Strengths, Weaknesses, Opportunities, and Threats
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Economic Challenges
• More than 10 hotels in the area use the Beverly
Hills name even though they are not located in
the City of Beverly Hills, including the Fairmont
Century Plaza in Century City.
• Competitive parity – we don’t always have the
resources to be where our competitors are to
stay top of mind.
• Other CVBs are creating luxury initiatives to
market their high-end products (LA Tourism,
Visit California, etc.), which compete directly
with our brand and messaging.
-
CONFERENCE & ¥ VISITORS BUREAU
• Middle East Conflict
• U.S. anti-globalization policy and isolationism.
• Media coverage of unfavorable experiences at the
border.
• Visa wait times: U.S. visa travel wait times for
inbound travelers show a complex picture: while
overall processing times have improved significantly
from the post-pandemic peak, many high-demand
locations continue to experience long delays, with
some locations exceeding 6–12 months for visitor
(B1/B2) visas.

International Challenges
-
CONFERENCE & ¥ VISITORS BUREAU

WEAKNESSES
• Compared with neighboring destinations,
Beverly Hills has fewer resources,
making it more challenging to
consistently maintain its visibility and
share of voice in an increasingly
competitive global travel marketplace
• Lower hotel occupancy

OPPORTUNITIES
• Next-generation website
• Ensuring Beverly Hills remains
relevant to the next generation of
luxury consumers
• Education re: hotels in Beverly Hills
• Growing demand with group
strategy focus

STRENGTHS
• Global luxury brand recognition
• Prime geographic location
• Safety
• High ADR and REVPAR
• Ongoing investment and development
• Cultural and entertainment influence
• Board with seasoned hoteliers and
business owners

THREATS
• Brand theft from non-Beverly Hills
hotels
• Lack of competitive parity
• Competitive luxury product initiatives
• Middle East conflict
• Negative U.S. media coverage
• Political polarization
• Travel Visa wait times

SWOT ANALYSIS
Helps make more informed
decisions, develop
strategies to capitalize on
advantages and mitigate
risks, and improve overall
market position and
potential for success.

FY 2025/2026 Highlights
• As of March 30, 2026, a conservative estimate of over $3,000,000 in group business was booked.
• Fall hotel campaign had a .35% click-thru rate
(benchmark is .12-.18%).
• Fall 2025 Expedia campaign had a $22:$1 ROI with
$800,000 in actual booking revenue.
• Holiday campaign video had a 98% video completion
rate.
• Per CoStar hotel performance tracking, revenue is up

3.7% through April 2026 (city numbers may vary as
CoStar is self-reported by the hotels).

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CONFERENCE & ¥" VISITORS BUREAU
Performance Metrics for FY
25/26 YTD
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a n n n n n
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Revenue
Demand
Supply
$571
$520

SYMPHONY ' TOURISM ECONOMICS
n n n n n 8
3# 8 }!i!±
n n n n 8 #
5# 8 3!i!±
RevPAR
ADR
Occupancy
es $856 818 $a1t4%%. 45$ 1892 gs71geJ1
$760
YOY
v1.9%

7.0%
A 3.9%
$36.5M
$33.7M
YOY Revenue
25% $32.3M 46.0%

4.9% $28.0M 40.0%

72.9% $31.4M 47.3%

5.8%

7.6%

1.9% $33.1M 410.5%
A8.2% $37.3M A17.7%
A3.2% $34.3M v1.1%
v5.4% $29.4M 40.3%

41.7% $35.6M A9.9%

38.8K

37.1K

34.7K

38.4K

38.6K

42.8K

40.0K

43.6K

42.6K

40.6K
v -1.9%
YOY Demand
v8.2%
v8.3%
v8.3%
v8.3%
v8.4%
v8.3%

8.3%

8.2%
v8.2%
v8.2%

61.4K

63.5K
Compare to Comparison Year
Previous Year 2024

63.5K
Supply
v -8.3%
Supply Demand Revenue
614.3K 397.3K $331.6M
YOY
A7.8% 62.5K
A9.2% 61.3K
A9.3%

46.8%
A1.3%
420.5% 56.4K
419,9% 62.4K
4155% 60.5K
A284% 62.5K
A17.0% 60.4K
$534
$597
$587
$550
$458
$520
$478
$571
$574
$530
To
April 2026
RevPAR
RevPAR
$540
A 13.3%
YOY

48.8%

48.8%
v4.2%
A5.1%

48.1%

45.9%

40.7%
412.7%
410.5%
ADR
$831
$871
$892
$859
$856
$760
$818
$818
$829
$808
ADR
$835
A 5.9%
From
July 2025
YOY
A3.2%

42.6%
A 0.6%
Occ
A 7.0%
Occupancy

64.7%
Jul 2025 64.0%
Apr 2026 64.2% A6.2%
Feb 2026 65.8% 46.9%
Jan 2026 640% A12.5%
Oct 2025 69.8% A11.0%
Mar 2026 68.6% A17.9%
Dec 2025 56.6% A3.9%
Nov 2025 63.5%
Aug 2025 67.1%
Sep 2025 62.9%
T compare to 2019please limit date range to 12months 0r ls Report Filters
Report Region
Beverly Hills+
Monthly Hotel Peformance
July 2025 to April 2026 compared to the same months in Previous Year Aggregated Hotel Peformance
Period: July 2025 to April 2026
Source: STR
Hotel Report Generator
Beverly Hills+, July 2025 - April 2026
X
Hotel Competitive Performance
•
U>'-�"EU:-<.1 &

VISITORS BUREAU
-
Monthly Performance by Market Calendar Year-to-Date Performance 0cc % CHG ADR % CHG RevPAR % CHG Performance by Market Beverly Hills+ 64.0% +12.5% $859 .4.2% $550 47.8% Downtown LA+ 60.2% +3.4% $258 44.7% $155 48.3%
Laguna Beach+ 50.0% -2.7% $450 -11.9% $225 -14.3% Occupancy ADR RevPAR Monterrey 5899% .7.7% $227 -4.2% $134 -11.6% West Hollywood+ 77.0% Beverly Hills+ $874 Beverly Hills+ $578 Napa/ Yountville+ 411% -4.3% $322 -2.7% $133 -6.9% Santa Monica+ 76.4% Laguna Beach+ $520 Laguna Beach $325 £ Newport Beach+ 604% 3.2% $356 -4.3% $215 -7.4% West LA+ 73.4% West Hollywood+ $414 West Hollywood+ $319 - North San Diego+ 56.7% 7.7% $282 +1.8% $160 -6.0% Monterrey+ 69.3% Santa Monica $411 Santa Monica $314
Santa Barbara+ 613% 2.6% $363 -10.7% $223 13.1%
Santa Monica+ 676% +23.0% $375 6.19% $254 +15.5% Santa Barbara+ 68.4% Santa Barbara+ $405 Santa Barbara $277 West Hollywood+ 70,4% +35.3% $397 +1.7% $279 +37.6% Newport Beach4 67.7% Newport Beach+ $368 Newport Beach+ $249 West LA+ 66.69% +15.1% $308 -6.59% $206 47.6% Downtown LA 67.6% Napa/ Yountville+ $364 West LA $241 Beverly Hills4 65.8% 46.9%% $892 +127%% $587 +20.5% North San Diego+ 67.0% West LA $328 North San Diego+ $204 Downtown LA 73.6% +8.4% $285 49,7% $210 +18.8% Beverly Hills4 66.1% North San Diego+ $304 Napa/ Yountville $186 Laguna Beach+ 627%% +23.4% $492 47.6% $309 +32.8% Laguna Beach+ 62.4% Downtown LA $274 Downtown LA $185 Monterrey 72.5% +11.8% $283 +9.6% $206 +22.6% Napa/ Yountville + 51.2% Monterrey $259 Monterrey $180 Napa/ Yountville+ 54.5% +5.9% $369 45.7% $201 +12.0%
£ Newport Beach+ 68.1% 44.6% $359 +11% $245 +5.7%
North San Diego+ 69,79% +1.7% $303 +2.4% $211 +4.2% % Change vs. Previous Year Santa Barbara+ 66.9% 49.4% $409 44.5% $274 +14.3%
Santa Monica+ 797% +10.9% $445 +8.1% $354 +19.9% Occupancy % Change ADR % Change RevPAR % Change West Hollywood+ 81.1% +15.1% $427 +10.4% $346 +27.0%
West LA+ 784% +14.3% $345 46.4% $270 +21.6% West Hollywood+ +17.5% Laguna Beach4 +9.0% Laguna Beach+ +26.6% Beverly Hills4 686% +17.9% $871 +8.8% $597 +28.4% Laguna Beach4 +16.1% Downtown LA +7.8% West Hollywood+ +26.3% Downtown LA+ 698% 1.6% $276 48.4% $193 +6.7% Santa Monica +15.8% West Hollywood+ +7.5% Beverly Hills4 +18.5% Laguna Beach4 74.4% +27.1% $590 +27.0% $439 +61.5% West LA+ +12.6% Beverly Hills4 +5.3% Santa Monica+ +17.8% Monterrey# 76.9% 46.9% $264 +1.4% $203 +8.5% Beverly Hills+ -12.6% North San Diego+ 4.4% West LA +13.0% Napa/ Yountville+ 58.2% -1.7% $389 +4.3% $227 +2.5% Santa Barbara+ +10.2% Napa/ Yountville+ +2.9% Santa Barbara +12.0% 2 " r Newport Beach+ 74.6% 48.7% $385 +4.2% $287 +13.2% Monterrey# +3.6% Monterrey# +2.9% Downtown LA +11.1% North San Diego+ 74.5% 45.7% $321 +7.2% $240 +13.3% Newport Beach+ +3.5% Santa Monica +1.7% Monterrey +6.6% Santa Barbara+ 76.6% +23.9% $435 +9.9% $333 +36.2% Downtown LA +3.1% Santa Barbara +1.7% North San Diego+ 4.8% Santa Monica+ 82.2% +14.6% $412 +2.5% $338 +17.5%
North San Diego+ 40.3% Newport Beach+ 40.5% Newport Beach +4.1% West Hollywood+ 79.8% 471% $418 +9.9% $334 +17.7%
Napa/Yountville+ -0.1% West LA+ 40.3% Napa/Yountville+ 42.9% West LA+ 759% +8.9% $330 +1.0% $251 +10.0%
Source: STIR Powered by Symphony I Tourism Economics
New for
Fiscal Year 2026/2027
Sales Strategy
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Sales Strategy
The Beverly Hills hotels represented on BHCVB’s
Board of Directors and Commercial Directors now
meet monthly to discuss sales strategy and tactics.
• For FY 2026/27, the hotels have determined that
emphasis should be placed on direct-toconsumer marketing and group sales. • The hotels have also stated that they would like
BHCVB to pause most leisure (marketing and
relationship building with independent luxury
travel agents) sales activities for the foreseeable
future.
• The bulk of BHCVB’s marketing budget will go to
Destination Marketing, Group Sales, and US and
International PR.
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CONFERENCE & ¥" VISITORS BUREAU
Ongoing Programming
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Route 66
Centennial Activities
Celebrating 100 Years of Route 66
• BHCVB created content to commemorate Route 66:

Celebrate 100 Years of Route 66 Through Beverly Hills;
the itinerary has been promoted on social media in
partnership with the Beverly Hills Historical Society
• BHCVB provided feedback on the Route 66 Vinyl Light
Pole Wrap artist selection to the City for an activation with West Hollywood and Santa Monica. Additional
details pending.
• BHCVB will support America on the Move: A Route 66
Centennial Parade with the Petersen Automotive
Museum on Sunday, July 12, 2026, featuring 50 curated
vehicles representing key moments in automotive
history; the activation will include a 20-minute stop in Beverly Hills for photographs
Spring 2026 Soccer Campaign
Travel Like a Champion
• Flight: March 9 (Q3 25/26) – July 10, 2026 (Q1 26/27) • Media buy partner: Datafy
• Media targets soccer enthusiasts on the U.S. West Coast who are planning travel to Greater Los Angeles to see
the games, as well as those in-market to spend time in
Beverly Hills to shop, dine, and play.
• Messaging is also promoted via social media and other owned channels for wider reach.
• The campaign landing page highlights all there is to see and do in Beverly Hills, as activities relate to the World Cup and general visitation.
• Landing page is updated periodically as new event
information becomes available.

Fall 2026 Visit California
Global Leveraged Media Co-op
Leverage Strategic Partnerships
The co-op objective is to support and uplift Visit California’s travel industry partners through a shared brand platform, sparking intent and consideration among those actively
seeking travel inspiration.

Fall 2026
Destination Marketing
A World Away
• BHCVB will deploy a refreshed Fall 2026 version of
our spring signature campaign, A World Away.
• Fall 2026 media buy will be informed by Spring
2026 campaign performance.

A World Away Sample Creative
Holiday 2026 Campaign
Celebrate Together in Beverly Hills
BHCVB will deploy our holiday campaign, Celebrate
Together in Beverly Hills, on Monday, November 9, to
drive markets (Note: Thanksgiving is November 26).

BHCVB will promote the Rodeo Drive Holiday Lighting
Celebration in November via connected TV, as we have
done in recent years.

Datafy Prospecting Banner Datafy Retargeting Banner
Spring 2027
Destination Marketing
The Real Hotels of Beverly Hills
BHCVB will partner with one of our creative agencies to ideate a theme for Spring and Fall 2027 campaign
iterations. The creative objective will reinforce hotels located in the City of Beverly Hills to combat properties not in Beverly Hills that leverage our name and brand.

Social Media &
Domestic PR Initiatives
BHCVB will be issuing two RFPs at the end of FY 25/26 for the new fiscal year: domestic PR and UK PR. Additionally, the following concepts are under review:

Social Media Concepts under consideration include:
• Golden Globes/Golden Globes Week
• Street Style
Part of the Destination Marketing budget
An additional $25,000 will be set aside from Special Programs for the Golden Globes partnership.

Any immediate need from website funding will also come from the Destination Marketing budget, to ensure the site does not crash.

Travel Trade
Group Sales Activities
At the recommendation of the Board’s hotel General
Managers and their Commercial Directors, the
following strategy was approved:
• Instead of holding in-market events, BHCVB will
conduct two familiarization trips providing one-ofa-kind experiences to top-tier meeting planners. • BHCVB will attend key meeting planner road and
trade shows to ensure awareness and drive
bookings.
• BHCVB may repeat a Group Sales marketing
campaign pending results of the FY 25/26
initiative.

Travel Trade
Leisure Sales Activities
While leisure sales will not be a focus for BHCVB in FY 2026/27, we will still include the following initiatives:
• Partnership opportunities with Visit California which will be managed from the $35,000 Partnership
Marketing Budget.
• Outreach to agents in the Middle East, along with a
sales mission to the region in the second half of the
year.
• Outreach to agents in Australia with a mission, either in conjunction with Visit California or independently.

International PR/Leisure
At the direction of hotel board members, BHCVB
will continue its International public relations
and leisure travel trade efforts as follows:
• UK – public relations only (RFP underway)
• Mexico – public relations only
• Australia – public relations and leisure travel trade with a potential sales mission to the region.
• Middle East – public relations and leisure travel
trade with sales mission to the region in Q3 or Q4.

New FY 26/27
Programming
LoveBeverlyHills.com
Next Generation
Digital Experience Platform
BHCVB invites proposals from world-class agencies to conceive, design, and deliver an elevated, AI-powered digital experience platform that reflects the prestige, refinement, and global influence of the independent City of Beverly Hills.

This initiative is not meant to be a traditional website redesign; it is the creation of a bespoke digital flagship platform that embodies the essence of Beverly Hills while delivering highly personalized, concierge-level experiences to discerning global travelers.

The selected partner will demonstrate excellence in luxury digital experiences, innovation in artificial intelligence, and the ability to translate brand prestige into measurable economic impact – to the best of our ability and within the allocated budget.

LoveBeverlyHills.com
New Website
• The current website was launched 12 years ago in 2014; we have made it last as long as possible.
• We are nearing the website’s End of Life (EOL), meaning future back-end support will become difficult, resulting in no new features, technical support, significant security vulnerabilities, and a possible catastrophic failure.
• The new website must integrate AI functionality to remain competitive; it is no longer a luxury, but essential for boosting efficiency in development and improving search visibility. • Liaisons did not recommend moving forward moving forward with this item, using unspent funds, but recommended it to return to them in August, after the books are closed on the current fiscal year, and evaluate it as part of a larger picture from the perspective of the City’s branding and consumer engagement strategy.

Staffing Changes
• Elimination of the Director of Leisure Sales
position.
• Addition of a Manager Business Development
role to assist with new group business and to
handle miscellaneous leisure requests that are
sourced from DMO partners like Visit California.

Fiscal year 2026/2027
Budget Request
Update to Agreement
Per the current City Contract, BHCVB is required to seek approval when reallocating funds, as follows:
• $25,000 to $50,000 from one area of focus to another
(example: domestic to international) requires City Manager approval.
• $50,000 to $100,000 from one area to another requires TOT Liaisons’ approval.
• Over $100,000 requires City Council approval.

Liaisons recommended to keep the current approval thresholds listed above, and include language that the City Manager or their designee (such as the Assistant or Deputy City Manager) be able to approve on their behalf.

FY 2026/27 Program of Work
Description 24/25 Budget 25/26 Budget
26/27
Proposed
Budget Variance Budget Description
Domestic Marketing $1,483,300 $1,192,600 $1,322,500 11% Increase in destination
marketing and MICE.

International Marketing $616,100 $498,000 $387,500 -22% Reduction in travel trade shows.

Interactive $475,145 $392,460 $357,025 -9%
No need for a photo shoot this
year. See below for additional
ask.

Collateral $24,640 $22,000 $24,500 11% Additional collateral for MICE.

Research $74,152 $76,000 $83,000 9%
Additional funds for forecast as
it is no longer available through
our STR/CoStar subscription.

Special Programs $50,000 $50,000 $50,000 0%
Operations, including
Salaries, Taxes & Benefits $2,239,554 $2,417,921 $2,433,957 1% Reduction in staff due to shift
away from leisure sales. Fixed
cost inflation.

Visitor Center $25,000 $17,500 $10,000 -43% Reduction in collateral budget.

Total Budget $4,987,891 $4,666,481 $4,668,070 0% Flat from FY 25/26 Salaries Taxes and Benefits
Only $1,685,058 $1,854,374 $1,860,611 0%
Remove Director and replace
with Manager; COLA and two
promotions.

Interim Funding
Interim Funding
While every effort is made by the city to schedule
presentations for the following year’s program of work and contract approval by the end of the current fiscal year, sometimes it is difficult to align schedules.

To keep BHCVB operating during these occurrences,
interim funding is required until the city contract can be approved and signed.

The following slides reflect operating costs for BHCVB for July and August 2026 as part of the fiscal year 2026/2027 program of work.

The total interim funding request is $820,487.

July-August FY 2026/27 Interim Funding
Categories
26/27
Proposed
Budget July 26 Aug 26
TOTAL

INTERIM

DOMESTIC MARKETING
DOMESTIC MARKETING TOTAL 1,322,500 34,500 135,500 170,000

INTERNATIONAL MARKETING
INTERNATIONAL MARKETING TOTAL 388,000 88,250 - 88,250

INTERACTIVE
INTERACTIVE TOTAL 357,025 24,074 26,574 50,648

COLLATERAL STRATEGY
COLLATERAL STRATEGY TOTAL 24,500 4,250 - 4,250

7. SPECIAL PROGRAMS
SPECIAL PROGRAMS TOTAL 50,000 - 12,500 12,500

8. RESEARCH
RESEARCH TOTAL 83,000 52,500 11,500 64,000
MARKETING & TOURISM TOTAL 2,225,025 203,574 186,074 389,648

VISITOR SERVICES
VISITOR SERVICES TOTAL 10,000 - - -
July-August FY 2026/27 Interim Funding
Categories
26/27
Proposed
Budget July 26 Aug 26
TOTAL

INTERIM

12. FIXED COSTS
A. Salaries, Taxes, Benefits
Subtotal 1,860,714 155,059 155,059 310,118
B. Rent
Subtotal 215,700 17,565 17,565 35,130
FIXED COSTS TOTAL 2,433,997.78 230,767.07 200,072.07 430,839.14 TOTAL BUDGET 4,669,022.78

JULY AUGUST TOTAL
TOTAL JULY-AUG FY 2026/27 434,341 386,146 820,487
Total Interim Funding Request July – August = $820,487
Thank you!
Attachment 2
City Council Meeting
June 23, 2026
Appendix
Fiscal Year 2025/2026
Q1 & Q2 Initiative Results
Fiscal Year 2025/2026

MARKETING
Q1 & Q2 Initiative Results
Fall 2025
Consolidated Results
Luxury with a heart. City with a soul
• Flight: August 18 – November 8, 2025
• Audience: domestic feeder markets
• 10,529,937 total campaign impressions
• Datafy Average Display Click Through Rate (CTR):

0.35%; benchmark: 0.12-0.18%
• 1,735,742 videos played (Datafy & Martini
Media)
• 75% total video completion rate (VCR)
• 843,169 total reach
• 24,974 campaign landing page views
• Campaign met or exceeded all KPI benchmarks
Fiscal Year 2025/2026
Fall 2025 Marketing Campaign
Detailed Media Results
Fall 2025 Signature Campaign Media Plan Overview
LUXURY WITH A HEART. CITY WITH A SOUL.

Media buy targets domestic luxury travelers with $200K+ HHI:
• Datafy
• Programmatic digital advertising
• Past visitor re-engagement, prospecting/look-a-like, and luxury hotel geo-conquesting
• North & Warren (American Express cardholders)
• Luxury shoulder season travelers
• Beverly Hills key demo and hotel domestic feeder markets • Power spenders
• Active spenders
• Martini Media
• Affluent online audience; targeting with rich desktop and mobile media ad units, utilizing photo carousels and video.

Martini Media Mobile Ad
Fall 2025 Signature Campaign
Luxury with a heart. City with a soul.

BHCVB deployed our signature Fall 2025 campaign, Luxury with a heart. City with a soul., in mid-August. The campaign utilized assets acquired from a photo and video shoot conducted in February 2025. All assets linked to a campaign microsite and included a Call To Action (CTA) to Explore Hotel Packages and BOOK YOUR STAY.

Campaign Flight: August 18 – November 9, 2025
Audience: Beverly Hills Domestic Feeder Markets
Datafy Prospecting Banner Datafy Retargeting Banner
Fall 2025 Campaign DATAFY Results
DATAFY Digital Media Results:

Incremental lift was positive for the campaign; overall, the ad-targeted group was 2.6x more likely to visit than the control group, which was not served Datafy advertising. Per Datafy, this equates to an estimated 4,254 incremental trips to the city and $1.6 million incremental impact.

Key Performance Indicators (KPIs):
• Total Impressions: 7,986,224
• Total Clicks Delivered: 25,083
• Average Display Click Through Rate (CTR): 0.35%; benchmark: 0.12-0.18% • Average Native Display CTR: 0.28%; benchmark: 0.15-0.25% • Unique Reach: 843,169
• Total Video Completions: 544,980
• Average Video Completion Rate (VCR): 98.5%
Top Visitor DMAs for Hotels (Share of Room Nights):
• Los Angeles (17.1%)
• San Diego (6.1%)
• Las Vegas (6.1%)
• San Francisco-Oakland-San Jose (5.6%)
• New York (5.7%)
Luxury with a heart received 24,974 landing page views by 20,882 active users Fall 2025 Campaign North & Warren Results
BHCVB contracted with North & Warren to target American Express cardholders, particularly 4 audiences:
luxury shoulder-season travelers, Beverly Hills key demo & hotel feeder markets, AMEX Power Spenders, and, as an added value, AMEX active spenders.

North & Warren Key Performance Indicators (KPIs):
• Contracted Impressions: 526,316
• Delivered Impressions: 718,388 (36% more or 192K than contracted) • Clicks: 285
• Click Through Rate (CTR): 0.04%; benchmark is 0.04-0.05% • Simple call-to-action (CTA) messaging in these static ad units Fall 2025 North & Warren AMEX Ad Screenshot
Sample BHCVB Static Ad
Fall 2025 Martini Media Rich Media Units
BHCVB contracted with Martini Media to create two custom rich media units for Fall 2025: Desktop XL Box Unit and Mobile Duovision Unit to target affluent consumers online via high-end publications, including Economist, Forbes, Variety, WWD, and more.

Fall 2025 Martini Media Results
Martini Media Key Performance Indicators (KPIs)
Desktop XL Box Unit Results:
• Impressions: 893,163
• Clicks: 831
• Click Through Rate (CTR): 0.09%; benchmark is 0.06%
• Video Completion Rate (VCR): 68%; benchmark is 40%
• Interaction Rate: 12.5%; benchmark is 8%
Mobile Duovision Unit Results:
• Impressions: 932,162
• Clicks: 1,667
• Click Through Rate (CTR): 0.18%; benchmark is 0.15%
• Video Completion Rate (VCR): 59%; benchmark is 40%
• Engagement Rate: 1.00%; benchmark is 0.4%.

Fall 2025 Microsite Featured Hospitality Individuals
Fall 2025 Visit California Global Leveraged Media Co-op Co-op objective is to support and uplift Visit California’s travel industry partners through a shared brand platform, sparking intent and consideration among those actively seeking travel inspiration. Digital campaign banners adhere to VC’s creative theme, Playful Journeys. Additionally, BHCVB incorporated Luxury with a heart. City with a soul. creative assets. • Partner: Expedia Group Advertising (Expedia.com and Hotels.com) • Campaign Flight: September 1 – December 31, 2025
• BHCVB Contribution: $36,000
• Visit California Cash Contribution (25%): $9,000
• Expedia Value in Kind Match (100%): $45,000
• Total Media Investment: $90,000

PURSUE THE VIEW GET LOST IN THE MOMENT
• 1,654,150 total campaign impressions
• 1,538 clicks
• 0.09% click-through rate (CTR); BHCVB
Expedia average is 0.05%
• $796,525 booking revenue
• 1,521 booked room nights
• $524 campaign average daily rate (ADR)
• $22:$1 return on ad spend (ROAS),
based on BHCVB $36K contribution
Fall 2025 Visit California
Expedia Media Co-op Results
Holiday 2025
Consolidated Results
Celebrate Together in Beverly Hills
• Flight: November 10 – December 31, 2025
• Audience: Beverly Hills drive markets and
New York
• 14,941,672 total campaign impressions
• 4,421,597 videos streamed and played
• 98% video completion rate (MNTN)
• 6.6 million total reach (88% via social
media)
• 46,334 total social media engagements
• 9,421 campaign landing page views
Fiscal Year 2025/2026
Holiday 2025 Marketing Campaign
Detailed Media Results
Holiday 2025 Campaign Media Plan Overview
Celebrate Together in Beverly Hills
Media buy targets domestic luxury travelers with $200K+ HHI:
• MNTN & KTLA
• Connected and linear TV to promote holiday videos
• Datafy
• Programmatic digital advertising
• Past visitor re-engagement and holiday look-a-like
• Martini Media
• Targeting an affluent online audience with rich desktop and mobile media ad units, utilizing photo carousels and video • North & Warren (American Express cardholders)
• Beverly Hills holiday spenders, Beverly Hills key demo and hotel domestic feeder markets, and power spenders
• Locale Magazine (new for 2025)
• Locale Magazine is a Southern California lifestyle publication, targeting affluent households in Beverly Hills’ drive markets Holiday 2025 Campaign: Celebrate Together
BHCVB deployed our Holiday 2025 campaign, Celebrate Together in Beverly Hills, utilizing stock imagery. Online display banners linked to the landing page, created in-house, and included a Call To Action (CTA) to Book Your Stay.

Campaign Flight: November 10 – December 31, 2025
Audience: Beverly Hills Drive Markets
Datafy Prospecting Banner Datafy Retargeting Banner
Holiday 2025 RDHLC & Destination Videos
Holiday 2025 RDHLC & Destination Videos
Holiday 2024 RDHLC & Destination Videos
Holiday 2025 RDHLC & Destination Video Results
KTLA Results (Integrated TV)
• 72 linear TV commercials
• 2,330,500 linear TV impressions
• 509,812 streaming TV impressions (added value)
• 70,821 “Holiday Special” TV impressions (added value) • KTLA custom Beverly Hills segment aired 3 times:
• November 28 from 4:30 - 5:00 p.m.
• November 30 from 7:30 – 8:00 p.m.
• December 8 from 7:30 – 8:00 p.m.
• Total KTLA impressions: 2,911,133
MNTN Results (Connected TV Streaming)
• 758,964 streamed TV commercials
• 211,581 RDHLC & 547,383 Destination
• 741,693 completed views
• 207,404 RDHLC & 534,289 Destination
• 98% Video Completion Rate (VCR)
• 98% RDHLC & 97.6% Destination
• 255,678 total households reached
• 108,738 RDHLC & 213,550 Destination
Commercials
• Rodeo Drive Holiday Lighting Celebration
• Beverly Hills Holiday Destination
Repurposing last year’s holiday videos allowed for more media investment this fiscal year; however, MNTN
streaming costs increased 32% ($40.52 CPM vs. $30.59
YOY); KTLA cost declined 8%
Holiday 2025 Celebrate Together DATAFY Results
DATAFY Digital Media Results:

Incremental lift was positive for the campaign; overall, the ad-targeted group was 6.7x more likely to visit than the control group, which was not served Datafy advertising. Per Datafy, this equates to an estimated 1,765 incremental trips to the city and $665,405 incremental impact.

Key Performance Indicators (KPIs):
• Total Impressions: 2,284,920
• Total Clicks Delivered: 6,502
• Average Display Click Through Rate (CTR): 0.30%; benchmark: 0.12-0.18% • Average Native Display CTR: 0.24%; benchmark: 0.15-0.25% • Average Total CTR: 0.28%
• Unique Reach: 542,583
Top Visitor DMAs for Hotels:
• Los Angeles (28.6%)
• New York (20.3%)
• San Diego (16.4%)
• Las Vegas (14.7%)
• San Francisco-Oakland-San Jose (8.9%)
Celebrate Together itinerary/landing page views: 9,433 by 7,745 active users Holiday 2025 Celebrate Together: Martini Media
BHCVB contracted with Martini Media to create two custom rich media units for Holiday 2025: Desktop XL Box Unit and Mobile Duovision Unit to target affluent consumers online via high-end publications, including Variety, Forbes, Economist, WWD, and more.

Holiday 2025 Celebrate Together Martini Media Results
Martini Media Key Performance Indicators (KPIs)
Desktop XL Box Unit Results:
• Impressions: 558,876
• Clicks: 336
• Click Through Rate (CTR): 0.06%; benchmark is 0.06%
• Video Completion Rate (VCR): 63%; benchmark is 40%
• Interaction Rate: 9%; benchmark is 8%
Mobile Duovision Unit Results:
• Impressions: 670,458
• Clicks: 1,231
• Click Through Rate (CTR): 0.18%; benchmark is 0.15%
• Video Completion Rate (VCR): 56%; benchmark is 40%
• Engagement Rate: 1.07%; benchmark is 0.4%.

Holiday 2025 Celebrate Together North & Warren Results
BHCVB contracted with North & Warren to target American Express cardholders, particularly 3 audiences for Holiday:

Luxury Retail & Fine Dining Enthusiasts, Beverly Hills Key Demo & Drive Markets, and AMEX Power Spenders.

North & Warren Key Performance Indicators (KPIs):
• Contracted Impressions: 263,158
• Delivered Impressions (Google Ad Manager): 270,895 (+3%) • Clicks: 168
• Click Through Rate (CTR): 0.06%; benchmark is 0.04-0.05% Holiday 2025 Celebrate Together North & Warren AMEX Ad
Best performing ad unit
Holiday 2025 Celebrate Together: LOCALE Magazine
Locale Magazine offers access to highly engaged and affluent audiences across Southern California (Orange County, San Diego, Los Angeles, and Palm Springs) and Arizona, which align with Beverly Hills’ drive markets. As an influential, stylish publication, it provides high-quality, targeted brand positioning, boosting credibility through trusted, curated content. 687,392 total impressions were delivered across Locale social media channels, email, ads, and website to inspire travelers to visit Beverly Hills during the holiday season:
• Instagram posts (7) and stories (6)
• Facebook posts (7) and stories (6)
• TikTok posts (2)
• YouTube post (1)
• SEM Ad (1)
• Google News post(1)
• Email inclusions (2)
• Web ads (3)
• Web editorial/article (1)
Holiday 2025 Celebrate Together: LOCALE Magazine
• 512,339 impressions Q3 PTD (July 25-March 26)
• 45,301 clicks to BHCVB Hotels page
• 8.84% click-through rate (CTR)
• 3,809 leads to hotels
• 76 estimated hotel bookings
• $138,213 estimated hotel booking revenue
generated from BHCVB referrals
• Average length of stay (ALOS) is 2 nights
• Estimated Return on Ad Spend (ROAS): $5.1:$1
(based on conservative assumptions); ROAS for
Q3 alone was $6.5:$1.
“Always On” Website
Visitor Remarketing Campaign
• Lead Generation campaign is designed to engage
prospective new visitors and guests to Beverly
Hills
• 481,311 impressions Q3 PTD (July 25-March 26)
• 9,810 clicks
• 2.04% click-through rate (CTR)
• 15,574 engagements
• 5,567 new opt-in Visitor eNewsletter subscribers
for the 9-month period
• Averaging 600+ subscribers per month
• $3.23 cost per sign-up, but declining over fiscal
year (average cost to acquire an opt-in email
address varies significantly, but generally falls
within $1-$5 per contact per Prospeo)
“Always On” Visitor eNewsletter
Acquisition Campaign
Fiscal Year 2025/2026

PUBLIC RELATIONS
Q1 & Q2 Initiative Results
Q1 & Q2 Total Coverage Impressions
Q1 Domestic
Total Impressions: 36,680,758
Total Stories: 29
Q1 International
Total Impressions: 44,682,221
Total Stories: 48
Q2 Domestic
Total Impressions: 1,355,853,380
Total Stories: 36
Q2 International
Total Impressions: 25,266,035
Total Stories: 46
Q1 Press Highlights
Press highlights include Vogue, Essence, Condé Nast
Traveler, Resident Magazine, NBC4 Los Angeles, Beverly
Hills Courier, Observer, and ArtNet.

Q1 International Press Highlights
Press highlights include The Wedding Book, Glamour, ELLE, Marie Claire, Neomen, and MexBest, among others.

Q2 Press Highlights
Press highlights include Travel + Leisure, Modern Luxury, Resident Magazine, Forbes, and Visit California.

Q2 International Press Highlights
Press highlights include ¡HOLA!, MexBest, Quién, and Grazia, among others.

Luxury Lab Pop-Up Market
A LuxuryLab Pop-Up Market was successfully held at the Beverly Wilshire, A Four Seasons Hotel, November 21 – 23, bringing together a curated selection of brands and designers; the event was backed by Grupo O Media (Harper’s Bazaar, Esquire, Caras, Cosmopolitan, and Vanidades), El Financiero, RSVP El Mundo de Regina, and with the support of Andy Benavides.

Q2 FAM Highlights
Media FAMs:
• BHCVB hosted Simran Nandan from Luxury Travel Magazine, October 7 – 9, 2025. BHCVB partnered with the Maybourne to host her stay, while she enjoyed a VIP walking tour with LA Food Tours, dinner at Dante, and lunch at Marea. View coverage here. • BHCVB hosted Cleo Glyde from The Daily Beast on October 15, 2025. BHCVB partnered with L'Ermitage, Peninsula, and Waldorf Astoria to experience their spa treatments. (coverage pending) • BHCVB hosted Farrah Taylor from Out of Office and Harpers Bazaar Arabia October 23 – 25, 2025. BHCVB partnered with Beverly Wilshire to experience their dining offerings and spa treatments. (coverage pending)
Q2 FAM Highlights (Continued)
Media FAMs:
• BHCVB hosted Hannah Selinger of Sag Harbor Express on November 11, 2025, partnering with L’Ermitage and the
Maybourne for dining experiences at Poza Rooftop and
The Terrace. (coverage pending)
• From November 21 to 24, 2025, a FAM Trip took place in Beverly Hills to showcase the luxury experiences the
destination offers, as well as highlighting the exclusive Pop-Up Market, an initiative featuring unique fashion,
design, and lifestyle offerings.

Q1 & Q2 Conferences & Events
IMM Lux
Meetings with luxury focused media included freelance
journalists such as Katherine Parker-Magyar – National
Geographic, David Farley – New York Times, Katie Jackson - Robb Report, and Liz Humphreys – Travel + Leisure, among others.

Fall Partner Mixer
Organized and facilitated mixer to learn about upcoming initiatives and collaboration opportunities with key hotel partners. Partner attendance included Waldorf Astoria, the Maybourne, Beverly Hills Hotel, AKA, the Peninsula, and L’Ermitage, where the event was hosted.

Luxury Lab
Our US Agency, Quinn supported domestic media coverage
including mentions in Modern Luxury, LA Parent, and UncoverLA.

Awards
Winner: Sunset Travel Awards – Best West Coast Destinations LuxuryLab Pop-Up
On September 2, 2025, BHCVB participated in Luxury Lab Global in Mexico City, in partnership with LBN and Beverly Wilshire, a Four Seasons Hotel.

During the event, Executive Chef Colin Bedford collaborated with the Four Seasons Mexico City culinary team to create a four-hands experience for lunch. Additionally, BHCVB hosted a pop-up featuring our Beverly Hills toile print scarves, twillys, and pocket squares. Results:
• Total Mentions: 41
• Total Ad Value: $155,535 USD
• Total Reach: 24,108,268
• Print: 16
• Ad Value: $113,719 USD
• REACH: 2,499,432
• Web: 21
• Ad Value: $37,777 USD
• Reach: 21,223,680
• Social Media: 4
• Ad Value: $4,240 USD
• Reach: 385,156
Luxury Lab Pop Up FAM (November 2025)
On November 21st through November 24,
th we hosted 5 members of the media and 1 content creator in conjunction with our Luxury Lab Pop Up event - an initiative featuring unique fashion, design, and lifestyle offerings. Our guests had a stay at Beverly Wilshire, Beverly Hills, A Four Seasons Hotel, a VIP tour of Beverly Hills, a visit to Mr. Brainwash, and dined at The Polo Lounge. The FAM resulted in 40 mentions with a total ROI of $31,090.85 and a total reach of 2,389,970.

Lucía Alarcón
Editorial Director at O
Media México
Gerardo Treviño
Commercial Director,
El Financiero
Luisa Serna
Communicator and
Entrepreneur
Ana Helena Albert
Editor at Marie Claire
& Noir
Mariana García
Editor at Travel +
Leisure
Andy Benavides
Mexican Influencer
and Content Creator
New York Sales Mission – Media Lunch at Marea New York
Dan Costa
Editorial Director
Worth
While in NY for NYSM, PR hosted a curated media lunch with influential editors from key media outlets, including Jess Feldman - Travel + Leisure, Jennifer Leigh Parker - Forbes, Hillary Latos - Resident Magazine, Dan Costa -Worth, Betsy Blumenthal - Chase Travel, and freelance journalists Perri Blumberg – Wall Street Journal, Oprah Daily and Matt Monagan – Travel + Leisure, New York Magazine.

Hillary Latos
Editor-in-Chief
Resident Magazine
Jess Feldman
Special Projects Editor
Travel + Leisure
Jennifer Leigh Parker
Contributor
Forbes
Betsy Blumenthal
Senior Editor
Chase Travel
Perri Blumberg
Freelance Writer
Wall Street Journal + others
What’s New in Beverly Hills
Press Release
BHCVB and Quinn issued a press release highlighting
what’s new in the City of Beverly Hills. Press release may be viewed here.

Pickup in top outlets included AP News, KTLA5,
MarketWatch, and Yahoo! Finance.
• Total pickup: 502
• Audience: 162.9M
• Traffic: 14.1K
• Engagement: 5.8K
Fiscal Year 2025/2026
TRAVEL TRADE – GROUP SALES
Q1 & Q2 Initiative Results
Activity Report –FY 2025/26 Q1-3 Year-to-Date
0 10
20 30
40 50
60 70
Q1-Q3 Leads by Hotel Q1-Q3 - Destination Group Sales
Activity
88 leads (qualified confirmed receipt)
25,790 lead room nights
$10,874,645 in estimated value *
3,896 booked room nights
$2,106,387 in estimated value
*Calculated at destination average of $425/night.

Actual room rate may be higher.

Fiscal Year 2025/2026
TRAVEL TRADE – LEISURE SALES
Q1 & Q2 Initiative Results
International Travel Market Asia Pacific (ILTM-APAC),
June 30 - July 3, 2025, Singapore
The leading luxury travel trade show in the AsiaPacific region. Connected with 73 agents with oneon-one appointments with the Maybourne and L’Ermitage hotels.

Virtuoso Travel Week August 9-15, 2025, Las Vegas,
Nevada
BHCVB attended Globetrotting with a culinary booth
with hotel partners Maybourne and L’Ermitage,
connecting with 212 travel agents. BHCVB team
conducted 114 travel agent one-on-one
appointments.

Travel Trade - Leisure (Q1)
Trade lunch with leading luxury travel agents.

September 3, 2025, Mexico City, Mexico
Leisure hosted a lunch for 6 luxury travel agents, 3 of whom have booked business in Beverly Hills, along with 3 new agencies from NUBA, Helvetia Travel Group, Saga Travel, Viajes Intermex, and Cartografia Travel Boutique, at Sobremesa restaurant in CDMX.

Adding a dynamic and engaging element, DeAnne led a lively Q&A session in which attendees were challenged to guess which BHCVB hotel partners were being described. Those who answered correctly received exclusive gifts, highlighting Beverly Hills’ valued partnerships.

Travel Trade - Leisure (Q1 Continued)
Visit California Tokyo/BHCVB/Visit Palm Springs,
Special Dinner Event, Tokyo, Japan, October 15, 2025
Hosted in conjunction with Visit California Tokyo and Visit Greater Palm Springs, 15 guests were welcomed from high-end travel salons.

New York Sales Mission (NYSM), New York, NY and
West Orange, NJ, October 22 - 24, 2025
BHCVB hosted a New Jersey luncheon with 35 meeting planners and buyers and an evening cocktail reception with 121 leisure agents and meeting planners. Leisure also set up a meeting with hotel partners at the GTC travel agent offices in NYC.

Connections Luxury Americas,
West Hollywood, CA, November 9-12, 2025
Over 30 one-to-one appointments were conducted with luxury travel agents from both domestic and international markets.

Travel Trade - Leisure (Q2)
Visit California Tokyo/BHCVB, Club California Event,
Tokyo, Japan, November 14, 2025
The Club California program is Visit California’s international training platform. The event welcomed 115 attendees (89 Trade, 26 Media, and 2 food partners).

Visit California Korea/BHCVB/Visit Palm Springs,
Special Dinner Event, Seoul, South Korea, November 27, 2025 Hosted in conjunction with Visit California and Visit Greater Palm Springs, 20 guests were welcomed from wholesalers, tour operators, receptive operators, and airlines with direct flights to California.

Travel Trade - Leisure (Q2 Continued)
Mobile Travel Agents (MTA) Webinar, December 16, 2025
BHCVB hosted a webinar and presented our revised leisure training program to Mobile Travel Agents in Australia, reaching over 450 Australian agents nationwide.

PROST Los Angeles Holiday Luncheon,
Regent Santa Monica Beach, December 12, 2025
Attended the annual Holiday Luncheon and co-sponsored with participating hotel partners - L’Ermitage Beverly Hills, The Maybourne Beverly Hills, SIXTY Beverly Hills, Maison 140, and Mosaic Hotel. Over 400 travel trade professionals attended, including travel advisors, suppliers, and industry professionals.

Travel Trade - Leisure (Q2 Continued)
Fiscal Year 2025/2026
Q3 & Q4 Completed &
Planned Activities
Fiscal Year 2025/2026

MARKETING
Q3 & Q4 Completed & Planned Activities
Route 66
Centennial Activities
Celebrating 100 Years of Route 66
• BHCVB created content to commemorate Route 66:

Celebrate 100 Years of Route 66 Through Beverly Hills;
the itinerary has been promoted on social media in
partnership with the Beverly Hills Historical Society
• BHCVB provided feedback on the Route 66 Vinyl Light
Pole Wrap artist selection to the City for an activation with West Hollywood and Santa Monica
• BHCVB will support America on the Move: A Route 66
Centennial Parade with the Petersen Automotive
Museum on Sunday, July 12, 2026, featuring 50 curated
vehicles representing key moments in automotive
history; the activation will include a 20-minute stop in Beverly Hills for photographs
Spring 2026 Soccer Campaign
Travel Like a Champion
• Flight: March 9 (Q3 25/26) – July 10, 2026 (Q1 26/27) • Media buy partner: Datafy
• Media targets soccer enthusiasts on the U.S. West Coast who are planning travel to Greater Los Angeles to see
the games, as well as those in-market to spend time in
Beverly Hills to shop, dine, and play.
• Messaging is also promoted via social media and other owned channels for wider reach.
• The campaign landing page highlights all there is to see and do in Beverly Hills, as activities relate to the World Cup and general visitation.

Fall 2026 Visit California
Global Leveraged Media Co-op
Leverage Strategic Partnerships
The co-op objective is to support and uplift Visit California’s travel industry partners through a shared brand platform, sparking intent and consideration among those actively
seeking travel inspiration.

Fall 2026
Destination Marketing
A World Away
• BHCVB will deploy a refreshed Fall 2026 version of
our spring signature campaign, A World Away.
• Fall 2026 media buy will be informed by Spring
2026 campaign performance.

A World Away Sample Creative
Holiday 2026 Campaign
Celebrate Together in Beverly Hills
BHCVB will deploy our holiday campaign, Celebrate
Together in Beverly Hills, on Monday, November 9, to
drive markets (Note: Thanksgiving is November 26).

BHCVB will promote the Rodeo Drive Holiday Lighting
Celebration (November 12?) via connected TV, as we have done in recent years.

Datafy Prospecting Banner Datafy Retargeting Banner
Spring 2027
Destination Marketing
The Real Hotels of Beverly Hills
BHCVB will partner with one of our creative agencies to ideate a theme for Spring and Fall 2027 campaign
iterations. The creative objective will reinforce hotels located in the City of Beverly Hills to combat properties not in Beverly Hills that leverage our name and brand.

Fiscal Year 2025/2026

PUBLIC RELATIONS
Q3 & Q4 Planned Activities
PR Campaigns
FIFA World Cup Programming
Launch city-wide culinary programming campaign with key hotel partners to help drive stays and position Beverly Hills as an ideal between-game luxury destination, highlighted through
accompanying press release.

BHCVB x Cuisine and Couture Football Edition
BHCVB will be launching Cuisine and Couture Football Edition – a two-part series featuring two influencers who will visit our hotel restaurants and restaurant partners to sample their FIFA-inspired fare, while wearing our Beverly Hills Football Club Merchandise.

Q3 FAM Highlights
International Media FAMs:

BHCVB hosted two influencers from the UK - Megan Jupp
and Kieran Holmes-Darby - in partnership with Visit
California, April 12 - 14, 2026. BHCVB partnered with SIXTY Beverly Hills to host their stay; they enjoyed a private Bikes and Hikes LA tour, a VIP Tour at The Cheese Store of Beverly Hills, and dinner at Novikov.

BHCVB hosted 4 influencers from Korea - Gilsu Oh, Youngmin Kim, Seulgi Shin, and Seung A. Lee - in partnership with Visit California, April 6 – 8, 2026. BHCVB partnered with Beverly Wilshire, Beverly Hills, A Four Seasons Hotel, to host their stay. The group itinerary included a meal at Dante, a private Bikes and Hikes LA tour, and dinner at Bacari.

Q3 FAM Highlights (Continued)
BHCVB x Kelsey Eisen FAM (April 2026)
BHCVB hosted Kelsey Eisen from Robb Report, April 22 – 25, 2026. BHCVB partnered with The Maybourne Beverly Hills to host her stay. Kelsey enjoyed lunch at The Polo Lounge, breakfast at The Belvedere, and dinner at Baldi. (coverage pending).

PR Pitches & Awards
Pitches
• The Ultimate Luxury Road Trip to Celebrate Route 66
Centennial
• Best Cities to Eat Your Way Through 2026
• Elevated Escapes: Rooftop Pools that Take Summer to the Next Level
Awards
• Sunset Travel Awards: ballot opens in March
• Smart Meetings Smart Stars: ballot opens in March
• Conde Nast Traveler Readers’ Choice Awards: ballot opens in April
• Travel Weekly’s Magellan Awards: ballot opens in April Q3 Total Coverage Impressions
Q3 Domestic
Total Impressions: 378,533,508
Total Stories: 20
Q3 International
Total Impressions:

Total Stories:

Press Highlights
Domestic Press Highlights include ELLE Décor, Forbes, Time Out, Daily Beast, Travel + Leisure, Modern Luxury, Resident Magazine, and Visit California.

Domestic Press highlights include Vogue, Out of Office, Channel 7 Sunrise Australia, and Expansion.

PR Initiative
BHCVB x Beverly Hills Football Club Limited Edition Merchandise BHCVB will be launching a FIFA inspired limited edition collection featuring a special Beverly Hills shield logo that incorporates a circle ball. The collection consists of 20 items – water bottle, drawstring bag, tees, sweatshirts, shorts, joggers, and hats – which will be sold during prominent events in the city (Art Show, Concurs de Elegance, Festival Beverly Hills and Concerts on Canon).

Beverly Hills Football Club Limited Edition Merch
PR Upcoming Placement
Grazia Magazine x L’Ermitage
BHCVB partnered with Grazia Magazine to do a cover
photoshoot with actress, Maddie Ziegler. Coverage pending.

Q4 Upcoming FAMs
Familiarization Trips (FAMs)
• BHCVB x AUS influencer FAM: BHCVB will host
influencers Sonia Kruger, Kate Waterhouse, and TV
personalities and hosts, Mitch and Mark, from
Australia, May 8 – 11, 2026
• BHCVB x US FAM: BHCVB will host travel
influencer, Alexa McDonald, in June or July
• BHCVB x MEX FAM: BHCVB will host influential
media from Mexico this summer
• BHCVB x UK FAM: BHCVB is looking to host British
fashion model and influencer, Calum Harper, this
summer
Fiscal Year 2025/2026
TRAVEL TRADE – LEISURE SALES
Q3 & Q4 Completed & Planned Activities
Northstar Global Travel Marketplace (GTM),
JW Marriott, Los Angeles, CA
January 22-24, 2026
BHCVB sponsored a welcome dinner reception for over
100 highly vetted luxury travel advisors (with a
minimum of $1M in annual global sales) and conducted
boardroom presentations with over 35 luxury travel
agents, along with hotel partners AKA, Beverly
Wilshire, L’Ermitage, Maybourne, SIXTY, and Waldorf
Astoria.

Travel Trade - Leisure
Visit California Japan Club, California Osaka Live Event January 30, 2026
Club California’s second training/networking live event hosted their largest event in Osaka, Japan with the largest turnout, welcoming 86 attendees (74 Trade / 12 Media)
from 93 registrations (92% CVR). All attendees were keen to hear the latest Beverly Hills updates and products ahead of the key planning period for spring and summer.

Global Travel Collection Beverly Hills
February 17, 2026
BHCVB hosted and invited several of our hotel partners - The Maybourne Beverly Hills, AKA Beverly Hills, SIXTY
Beverly Hills, and The Hotel Lili - for a lunch at the Global Travel Collection Beverly Hills office, where destination updates were presented to over 25 luxury travel agents.

Travel Trade - Leisure
Virtuoso Certified Travel Advisor (VCTA) Meet & Greet, Denver, CO March 1-5, 2026
BHCVB participated in a training class with 80 new luxury travel advisors to foster relationships at the early stages of their careers.

Visit California Outlook Forum, Chula Vista, CA
March 9-12, 2026
The BHCVB Team attended the Outlook Forum, where more than 800 leaders from across California’s travel industry gathered to hear from keynote speakers, partners, and businesses from every region to learn where our industry stands in 2026. The conference also offered an opportunity to connect with industry colleagues and network.

Visit California / Connections California Luxury Forum, Lake Tahoe, CA March 22-27, 2026
BHCVB attended the 9th edition of the luxury forum, which spotlighted luxury products and brought together California suppliers with 35 luxury travel buyers from 11 countries. Buyers and Suppliers bonded over one-to-one meetings and experiences while networking together during the three-day event.

Travel Trade - Leisure
Virtuoso UK & Ireland Training Webinar
May 13, 2026 @ 8:00 a.m.

BHCVB will host a 30-minute virtual presentation for
Virtuoso luxury travel advisors, featuring curated content, expert insights, and the latest updates from Beverly Hills.

The session will include an interactive Q&A and a raffle offering a Beverly Hills–branded gift bag. The webinar will be recorded and made available on demand for three
months through the Virtuoso Travel Academy, extending
its reach and engagement beyond the live event.

Virtuoso Continental Europe Training Webinar
May 21, 2026 @ 7:00 a.m.

Same format as the above Virtuoso UK & Ireland Training Webinar.

Travel Trade - Leisure
L.E. Miami
Miami, FL, June 1-4, 2026
BHCVB will participate in one-to-one appointments with 45 luxury travel agents over the week-long travel trade event, providing Beverly Hills updates and news.

Virtuoso On-Tour Coffee Sponsorship
Tucson, AZ, June 17-19, 2026
BHCVB will be sponsoring a coffee break with branded
cups/sleeves for Virtuoso Luxury Travel Agents and
conducting several one-to-one appointments with 150
members in attendance.

Travel Trade - Leisure
Fiscal Year 2025/2026
TRAVEL TRADE – Group Sales
Travel Trade – Group Q4
Conference Schedule
• April 1-3: Prestige Partners Conference (high-end
meeting planners
• April 20-22: Lexus Dealers Site Visit (for 1800 room
night group in FY 28/29)
• April 27-30: Helms Brisco Annual Conference and FAM
in Beverly Hills
• May 12-14: Visit California Road Show in DC and
Philadelphia
• May 19-21: IMEX Frankfurt with Brand USA/Visit
California
• May 19-21: Retreat Resources – Denver and Salt Lake
• May 31 – June 2: Northstar Incentive
• June 3-5: Cohera Western Region and Sales
• June 24-26: Finance & Insurance Meeting Professionals Education Conference
Activity Report –FY 2025/26 Year-to-Date
0 10
20 30
40 50
60 70
Q1-Q3 Leads by Hotel Q1-Q3 - Destination Group Sales
Activity
88 leads (qualified confirmed receipt)
25,790 lead room nights
$10,874,645 in estimated value *
3,896 booked room nights
$2,106,387 in estimated value
*Calculated at destination average of $425/night.

Actual room rate may be higher.
*Same information as slide 50
Detailed Budget
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410

EXPENSES

DOMESTIC MARKETING
A. Sales Missions
New York Sales Mission 150,000 150,000 146,500
Chicago/Miami 75,000
San Francisco/Dallas 75,000
Southern California Road Show
San Diego
Subtotal - 150,000 150,000 296,500
B. Domestic PR/ Media Missions
New York 7,000 6,500 4,680 4,500
Los Angeles 1,800 1,768 1,700
San Francisco 2,500 2,500 2,392 2,300
Las Vegas (IMM) 6,000 5,500
Events
Fams/PR 13,000 13,000 12,480 12,000
Memberships -
US Representation 114,000 112,000 111,000 111,000
Subtotal 142,500 141,300 132,320 131,500
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
C. Destination Marketing
Fall 350,000 397,500 475,000 475,000
Spring 450,000 177,500 475,000 475,000
800,000 575,000 950,000 950,000
Subtotal
D. MICE Marketing
Simpleview/salesforce 10,000 6,300 9,980 5,750
Meeting Planner Activities 365,000 280,000 175,574 168,840 Subtotal 375,000 286,300 185,554 174,590
F. Advocacy
TravPro 20,000
G. Partnership Marketing
Co-operative Programs 35,000 40,000 50,000 49,201
Subtotal
DOMESTIC MARKETING TOTAL 1,352,500 1,192,600 1,487,874 1,601,791 Fiscal Year 2026/27 Proposed Budget
Categories
26/27 Proposed
Budget 25/26 Budget 24/25 Budget 2023/24 Budget
CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410

INTERNATIONAL MARKETING
A. Sales Mission (Visit CA/ LA Tourism/BHCVB)
Australia/NZ 25,000 50,000
Mexico
Canada 5,000 3,500
Japan/Korea
UK 10,000 5,000
VCA Luxury Forum 5,000 4,500 4,500
Int'l Fams (trade) 18,000 18,000 18,000
Subtotal 25,000 23,000 87,500 31,000
B. Trade Shows - Pow Wow, ITB, WTM, ILTM
Booth Costs 3,000 3,000 6,000 30,000
World Travel Market
Luxperience
Brand USA Travel Week
IMEX Las Vegas 65,000 60,000 65,000 60,000
IPW 50,000
NorthStar
Connections
LE Miami 45,000
ILTM Asia 35,000 40,000
ILTM America
ILTM Europe 60,000 50,000
Subtotal 68,000 108,000 166,000 230,000
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
C. Media - Missions & Fams
Fams (media) 25,000 28,000 20,000 20,000
Subtotal 25,000 28,000 20,000 20,000
D. In-Country Representation
India
GCC 54,000 54,000 45,000 45,000
China
UK 75,000 80,000 60,000 60,000
Mexico 48,000 50,000 57,600 57,600
Europe
South East Asia
Australia 60,000 60,000 60,000 60,000
Subtotal 237,000 244,000 222,600 222,600
E. Bus. Dev Emerging Mkts
India
Japan/MX
South Korea
China Bus. Dev
Canada
Mexico 20,000 30,000 30,000
GCC 50,000 50,000 40,000 20,000
Subtotal 50,000 70,000 70,000 50,000
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
G. Incentive Programs
Tour Bus/Operator/ Guerilla Mktng
Subtotal
G. In Market Programs
Virtuoso 25,000 50,000 50,000
Subtotal 25,000 50,000 50,000
INTERNATIONAL MARKETING TOTAL 405,000 498,000 616,100 643,600

INTERACTIVE
A. Content Strategy/ Site Refresh
Crowdriff 16,000 16,000 23,153 22,050
Content 6,000 5,000 8,000 24,950
Social Services 125,000 122,000 116,580 85,000
Subtotal 147,000 143,000 147,733 132,000
B. eCommerce
Shopify 4,000 6,000 5,720 5,500
Subtotal 4,000 6,000 5,720 5,500
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total D. SEM/ SEO 4,818,070 5,122,565 5,237,891 4,959,410 SEM International
SEM Domestic 85,000 85,000 100,000 100,000
SEO Domestic 32,400 21,000 20,796 21,000
Subtotal 117,400 106,000 120,796 121,000
F. Domestic Website
Retargeting 25,000 36,000 48,000 48,000
Maintenance 30,000 15,420 15,420 16,500
Site Updates 2,500 50,000 100,000 5,000
Domain Renewal 725 700 676 650
Subtotal 58,225 102,120 164,096 70,150
G. Database/Email
Maintenance/Deployment 30,000 35,340 36,800 36,800
Subtotal 30,000 35,340 36,800 36,800
INTERACTIVE TOTAL 356,625 392,460 475,145 365,450
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410

COLLATERAL STRATEGY
Revised visitor guide 15,000 5,000 8,000 21,000
Infox distribution
Premiums/ Giveaways (VIPs, fams, Sales Missions, Int'l Offices) 17,000 17,000 16,640 16,000 COLLATERAL STRATEGY TOTAL 32,000 22,000 24,640 37,000

7. SPECIAL PROGRAMS
A. Adhoc,/City/ Board Requests/ Partnerships, etc.

City Requests, adhoc programs from stakeholders, Board Requests 50,000 50,000 50,000 50,000 Subtotal
SPECIAL PROGRAMS TOTAL 50,000 50,000 50,000 50,000

8. RESEARCH
Visa Vue 7,500 9,000 9,152 8,800
STR 14,500 14,000 13,632 11,000
Cision
Economic Impact Study 45,000
Funding 8,276
Tracking (Datafy and Symphony, Vurvey) 61,000 53,000 53,000 23,000 RESEARCH TOTAL 83,000 76,000 84,060 87,800
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
MARKETING & TOURISM TOTAL 2,279,125 2,231,060 2,737,819 2,785,641

VISITOR SERVICES
Visitor Staff
Merchandising/ Display (artwork, costumes, signage) 7,500 10,000 10,000 25,000 Collateral (tips, universal brochures) 5,000 5,000
Communications (advertising/incentives) 7,500 7,500 10,000 10,000 Subtotal 15,000 17,500 25,000 40,000
VISITOR SERVICES TOTAL 15,000 17,500 25,000 40,000

12. FIXED COSTS
A. Salaries, Taxes, Benefits
Salaries 1,359,438 1,415,910 1,274,292 1,204,531
P/T Salary 32,000 38,519 63,520 38,520
Taxes 119,645 119,394 108,543 105,450
Benefits 283,822 280,551 238,704 234,444
Subtotal 1,794,905 1,854,374 1,685,059 1,582,944
B. Rent
9400 S. Santa Monica Blvd ( City of BH) 215,700 208,404 201,365 194,554 Subtotal 215,700 208,404 201,365 194,554
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
Tel. Main./Repairs
(phone lines, repairs, etc.) 24,000 22,000 20,000 19,183 Subtotal 24,000 22,000 20,000 19,183
D. Utilities (City)
Electricity (SoCal Edison) 6,300 7,882 7,430 7,144
Alarm System - ADT 1,631 1,631 1,508 1,450
HVAC 1,638 1,638 1,638 1,575
Subtotal 9,569 11,151 10,576 10,169
E. Equip Usage, Copier. Printers
B&W/ color copies 2,500 2,427 2,288 2,200
Subtotal 2,500 2,427 2,288 2,200
F. Computer Services/Maintenance
**services/ maintenance 23,000 18,000 17,529 16,855
Subtotal 23,000 18,000 17,529 16,855
G. Postage/ Delivery
postage 1,700 1,700 1,500 1,500
Subtotal 1,700 1,700 1,500 1,500
H. Prof Dev/ Training (7,500)
Training 5,000 10,000 10,000 10,000
Conference 20,000 20,000 17,000 17,000
Subtotal 25,000 30,000 27,000 27,000
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
I. Dues
WACVB 2,500 2,000 1,720 1,654
BH Chamber 600 950 874 840
CalTravel 1,500 2,200 2,071 1,991
US Travel Assoc. 4,500 4,500 3,950 27,500
LA Tourism 1,250 1,200 1,092 1,050
Rotary 1,500 2,000 1,505
WSJ 485
LinkedIn 480
Destinations International 11,200 8,347 8,026 7,718
Subtotal 24,015 21,197 19,237 40,752
K. Community Relations/ Corp Exp
Staff Expenses (2800)
Birthdays 360 360 330 330
Holidays 1,650 2,100 1,885 1,800
Team Building 5,000 10,000 10,000
Corp Expenses - -
Remote worker travel 7,000 8,000 8,000 10,000
Corp Breakfast/Luncheons/Dinners & Expenses / Business Mtgs 6,500 6,830 6,500 5,460 Subtotal 15,510 22,290 26,715 27,590
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
L. Professional Services
TriNet Service fee (payroll, hr., 401k) 35,346 31,200 31,355 29,304 Legal Fees 7,000 8,000 7,000 5,200
Ramp 7,000
Concur 5,000
Outside Accounting Services 95,000 85,000 80,000 75,000 Subtotal 144,346 129,200 118,355 109,504
M. Temporary Services ($2k)
Project Assistance
Subtotal
N. Insurance
E&O 4,000 3,914 3,914 3,763
Chubb Foreign Policy 3,500 4,800 4,608 4,430
Travelers (D&O) 6,000 6,490 6,000 4,682
TriNet Workers Comp 17,000 15,000 11,321 10,885
Cyber 2,000 3,900 3,744 3,600
The Hartford (Employer Liab & Casualty) 5,600 6,300 6,073 5,839 Know Be4 1,000
Subtotal 39,100 40,403 35,659 33,200
O. Audit
Audit fee 15,000 15,000 14,000 14,000
Subtotal 15,000 15,000 14,000 14,000
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
P. Office Supplies
CVB office supplies 15,000 16,873 15,600 15,000
QuickBooks Check Stock
Subtotal 15,000 16,873 15,600 15,000
Q. Contingency 5,000 4,970
4,500
Subtotal 4,500 5,000 4,970
R. Board of Directors
Board costs 1,000 2,000 1,500 10,000
Subtotal 2,000 2,000 1,500 10,000
S. Taxes
Tax filing service 3,100 3,000 2,500 2,900
Property Taxes (supplemental & annual) 15,000 15,000 14,166 13,888 Board of Equalization 50
QuickBooks 1099 Preparation Fee 125 120
Subtotal 18,100 18,000 16,791 16,958
Fiscal Year 2026/27 Proposed Budget
Categories 26/27 Proposed Budget 25/26 Budget 24/25 Budget 2023/24 Budget CITY CONTRACT ( ) 4,668,070 4,666,081 4,987,891 4,809,410 Estimated Carryover from 24/25 150,000 456,484 250,000 150,000 Sales Revenue
Total 4,818,070 5,122,565 5,237,891 4,959,410
T. License & Permits
Franchise Tax Board
City of Beverly Hills - Business Tax
Misc. permits
QuickBooks Online Software License 2,160
UK Media License 2,000 2,000
Subtotal 2,000 2,000 2,160
V. Fees & Charges
AMEX Card Fees 1,250
Bank Charges 2,500 2,398 2,503
Subtotal 2,500 2,503 2,503
FIXED COSTS TOTAL 2,373,945.30 2,417,521 2,222,572 2,139,895 Without Carryover in budget 4,668,070.30 4,666,081 4,985,391 4,809,410 TOTAL CASH BUDGET CARRYOVER 4,808,070.30 5,122,565 5,235,391 4,959,410 Percentage difference: 0.0% 6.4% 3.7%
Tracking/Research
Visitation Dashboard for Q3 YTD (July 2025 – March 2026) All data represents July 1, 2025 - March 31, 2026, visitors from 50+ miles to Beverly Hills. Geofenced areas capture a sample size of devices and are statistically modeled to estimate visitor volumes.

Visitor Trends:
• Total Trips: 1,570,637
• Visitor Days: 3,797,668
• Average Length of Stay: 2.4 days
Repeat vs One-Time Visitors:
• Repeat: 35.5% of visitors have been to Beverly Hills in the last 7 years. • One-Time: 64.5% of visitors have not been seen in the destination in the last 7 years.

In-State vs Out-of-State Visitation:
• 32.6% in-state
• 67.4% out-of-state
Visitation Dashboard for Q3 YTD (July 2025 – March 2026) Top Visitor Markets (DMAs) Top Visitor Markets (DMAs) Top Visitor Markets (DMAs) Top Spending Rank to Beverly Hills to Hotels to Attractions Visitor Markets (DMAs) & Share 1 Los Angeles New York Los Angeles New York (7.85%)
2 New York Los Angeles New York Dallas-Fort Worth (5.27%) 3 San Francisco-Oakland-SJ San Francisco-Oakland-SJ San Francisco-Oakland-SJ Chicago (5%) 4 San Diego San Diego San Diego San Francisco-Oakland-SJ (4.14%) 5 Las Vegas Miami-Fort Lauderdale Las Vegas Boston-Manchester (3.23%) 6 Phoenix-Prescott Dallas-Fort Worth Dallas-Fort Worth Los Angeles (2.76%) 7 Chicago Las Vegas Chicago Indianapolis (2.74%)
8 Miami-Fort Lauderdale Chicago Miami-Fort Lauderdale Phoenix-Prescott (2.57%) 9 Dallas-Fort Worth Phoenix-Prescott Houston Philadelphia (2.47%) 10 Houston Houston Atlanta Miami-Fort Lauderdale (2.27%)

Thank You
@lovebevhills @visitbeverlyhills @lovebeverlyhills
Attachment 3

CITY OF BEVERLY HILLS

POLICY AND MANAGEMENT

MEMORANDUM
TO: Beverly Hills City Council Liaison / CVB/Marketing Committee Meeting FROM: Magdalena Davis, Community Outreach Manager
DATE: June 16, 2026
SUBJECT: Review of Fiscal Year 2026-2027 Workplan and Funding Requests for the Beverly Hills Conference and Visitors Bureau
ATTACHMENT: 1. Beverly Hills Conference and Visitors Bureau Workplan Presentation FY 26/27

2. Appendix to Workplan, including full budget details

INTRODUCTION
The Beverly Hills Conference and Visitor Bureau (CVB) will present the City Council CVB / Marketing Committee Liaisons, Mayor Corman and Vice Mayor Wells (Liaisons), with a review of their proposed programs and initiatives, known as their annual workplan, for Fiscal Year 2026-2027 (FY 26/27), for $4,668,070. As part of this update, the CVB is requesting prioritizing an updated website by using $140,000 in unspent funds from the current fiscal year.

An overview of the workplan and budget can be found in Attachment 1, with a full detailed review of current work, and full budget details for next fiscal year, in Attachment 2 appendix.

DISCUSSION
The CVB is contracted by the City to conduct a variety of tourism and marketing programs promoting Beverly Hills. They receive City funding to promote Beverly Hills worldwide and domestically as a stay, shop, and dine destination through marketing programs and events that build awareness and drive consumer revenue to the City. To form their workplan, CVB staff works with their strategic planning committee of select Board Members, before reviewing it with the Board as a whole for their recommendations.

The CVB promotes Beverly Hills domestic and international as a stay, shop, and dine destination through categories of work including marketing programs, press, travel trade, consumer and professional education, and events that build awareness to drive consumer revenue to the City.

The Board has prioritized group sales for the upcoming year.

CVB / Marketing Committee is requested to review and approve the CVB’s annual work plan and funding request in the amount $4,668,070 for FY 26/27, from the Tourism and Marketing budget, funded by Tourism Occupancy Tax (TOT). They are also requested to review the requested use of $140,000 of unspent funds for an updated website, as the current CVB website, an essential PAGE 2
resource for tourists and locals alike, is nearing its end of life. After reviewing multiple estimates, the total estimated cost for a new website is $200,000.

For context, last year, CVB Liaisons recommended supporting one-time uses for unspent funds, such as initiatives for attracting and supporting specific large-scale events, or tenant improvements in previous years. There was not support for carrying forward budget towards general program or salary uses.

SWOT Analysis
The CVB’s “SWOT” analysis (strengths, weaknesses, opportunities and treats) can be found in Attachment 1. Some highlights include economic challenges, like other area hotels utilizing the Beverly Hills name, competitive parity with competitors, and other destination marketing CVBs creating luxury initiatives, which compete with the Beverly Hills brand and messaging. There are some additional international challenges, such as continuing conflicts in the Middle East, US isolationism, media coverage of unfavorable experiences at the border, and Visa wait times with some locations exceeding 6-12 months for visitor visas.

The Beverly Hills strengths include retaining the global luxury brand recognition, safety, a high ADR and REVPAR, ongoing investment and development and seasoned hoteliers and business owners. All of the strengths, weaknesses and threats contribute to the opportunities: a nextgeneration website, marketing to ensure Beverly Hills remain relevant to the next generation of luxury consumers, education regarding hotels in the City, and growing the demand for groups.

These opportunities have informed the specifics within the main categories of work for the CVB.

Categories of Work
The main categories of work that the CVB focuses on are:

1. Marketing, which includes sales missions and destination programs

2. Domestic public relations, which in addition to a PR firm, includes media missions

3. Meetings, Incentives, Conferences, and Exhibitions (MICE), focusing on events that target meeting and incentive planners, Milken support and other prestige partners to attract group sales

4. International Marketing, including PR and programs in the largest markets for Beverly Hills:
the Middle East, United Kingdom, Australia, and Mexico

5. Digital and Interactive programs, which include social media and website

6. Metrics and Data, such as geotracking, travel research, and partnerships with Visa All of the above categories of work are proposed to be continued, however for FY 2026/27, the Board has determined that emphasis should be placed on direct-to-consumer marketing and group sales. The hotels have also stated that they would like BHCVB to pause most leisure sales activities for the foreseeable future. The bulk of BHCVB’s marketing budget will go to destination marketing, group sales, and US and international PR.

Based on the TOT forecast remaining relatively flat, the CVB has proposed a flat budget to their base workplan from previous years for a total of $4,668,070. They have also requested unspent funds of $140,000 to be utilized for a new website, as noted above.

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FY 2025/26 Work Plan Highlights
With no changes to the main categories of work, the following are highlights of the FY 26/27 work plan:
• Route 66 Centennial activities
• Spring 2026 Soccer Campaign: Travel Like a Champion
• Fall 2026 Visit California Global Leveraged Media Co-op • Fall 2026 Destination Marketing: A World Away from Greater LA • Holiday 2026 Campaign: Celebrate Together in Beverly Hills • Spring 2027 Destination Marketing: The Real Hotels of Beverly Hills • Social Media and Domestic PR Initiatives
o Golden Globes “Golden Week”
o Street Style
o Thought leadership: The Role of AI in Luxury
• Travel Trade
o Group Sales activities including familiarization (FAM) trips, meeting planning road and trade shows
o Leisure Sales activities will not be a focus but still include partnership opportunities with Visit CA, outreach to Middle East and Australia agents • International PR/Leisure to the UK, Mexico, Australia and Middle East Approval Thresholds
The CVB and their Board would like to request an update as to how approvals are sought when reallocating funds. Currently, they may move funding from $25,000 to $50,000 requires City Manager approval, with $50,000 to $100,000 requiring Liaison Committee review and approval, and over $100,000 requiring full City Council review and approval. The requested change is to eliminate the City Manager level approval and only keep the top categories for $50,000 and above, since the CVB may no longer carryover unused funds. They would still notify the City Manager and City staff of all reallocations under $50,000 (as they do for under $25,000 now).

FISCAL IMPACT
The City has maintained a policy of funding its tourism and marketing programs from a specific allocation of the transient occupancy tax (TOT). The City collects a total of fourteen percent TOT based on gross room sales from hotels. One-seventh of the total TOT revenue has been the basis of calculating the funding for the Tourism and Marketing budget in Beverly Hills for approximately 27 years.

To carry out the proposed work plan for FY 25/26, the CVB requests $4,668,070 in Tourism and Marketing funding, as further detailed in Attachment 1 and shown below. The CVB is also requesting use unspent funds for the one-time website update. The following executive summary table from Attachment 1 gives the budget breakdown of each category of the workplan, has 2 breakout sections at the bottom for salaries and the one-time use of unspent funds, as well as the comparison to funding the years prior (table appears below the page break):

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Description
26/27
Proposed
Budget
25/26
Budget
24/25
Budget Variance Budget Description
Domestic Marketing $1,322,500 $1,192,600 $1,483,300 11% Increase in destination
marketing and MICE.

International
Marketing $387,500 $498,000 $616,100 -22%
Reduction in travel
trade shows.

Interactive $357,025 $392,460 $475,145 -9%
No need for a photo
shoot this year. See
below for additional
ask.

Collateral $24,500 $22,000 $24,640 11%
Additional collateral for
MICE.

Research $83,000 $76,000 $74,152 9%
Additional funds for
forecast as it is no
longer available
through our
STR/CoStar
subscription.

Special Programs $50,000 $50,000 $50,000 0%
Operations,
including Salaries,
Taxes & Benefits $2,433,957 $2,417,921 $2,239,554 1%
Reduction in staff due
to shift away from
leisure sales. Fixed
cost inflation.

Visitor Center $10,000 $17,500 $25,000 -43%
Reduction in collateral
budget.

Total Budget $4,668,070 $4,666,481 $4,987,891 0% Flat from FY 25/26 Salaries Taxes and
Benefits Only $1,860,611 $1,854,374 $1,685,058 0%
Remove Director and
replace with Manager;
COLA and two
promotions.

Website* $200,000
$60,000 from the city
and $140,00 Unused
Funds from FY 25/26
*One time ask from the city plus unused funds from FY 25/26.

The Finance Department is currently forecasting TOT revenue of $46,700,000 for FY 26/27, a marginal increase from $46,364,000 for the current FY 25/26. Using the $46,364,000 estimate for TOT, the one-seventh amount would be approximately $6,671,428. Staff anticipates this funding would be allocated for various programs and partner agreements including the request from the CVB workplan, but also the RDC base funding workplan, a portion of the Chamber of Commerce workplan, Holiday décor and the Holiday Lighting Celebration on Rodeo Drive, the Concours d’Elegance Father’s Day Car Show, landscaping funding, and trademark licensing intellectual property legal services.

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This funding that is approximated above does not include either the true-up of any funds that were actual, as opposed to forecasted, from the current fiscal year.

RECOMMENDATION
Staff recommends the Liaison Committee review the and provide recommendations for the Beverly Hills Conference and Visitors Bureau’s proposed annual work plan and corresponding funding request in the amount of $4,668,070 for FY 26/27, and the request to utilize $140,000 in unspent funds for a one-time website update.