ATTACHMENT 1-1
Burbank Tourism Business Improvement District (TBID) Annual Report Fiscal Year 2022/2023
Attachment 1
Pursuant to Section 36650 of California Streets and Highways Code
SECTION ONE
Proposed Boundary Changes - Any proposed changes in the boundaries of the improvement district or in any benefit zones or classification of businesses within the district.
Response: In Fiscal Year 2022/2023, there will be no changes to the boundaries of the TBID.
SECTION TWO
Programs and Services for Fiscal Year 20 22/2023 - The improvements and activities to be provided for that fiscal year.
Response:
The following are the programs and services for Fiscal Year 2022-2023:
A. Sales and Marketing
SALES & MARKETING PROGRAMS
• Marketing Campaign: Attract domestic drive- time markets, non- stop flight markets into the Hollywood Burbank Airport, and Canadian markets through Google Pay Per Click, Google Display advertising, social media ads, and participation in collaborations with D iscover Los Angeles, Visit California, and Brand USA.
• Social Media Influencer Program: Increase social media followers and engagement through Social Media Influencer Program and social media contests and giveaways.
• Universal Studios Hollywood Partner Hotel Program: Fund the participation of Burbank hotels in the Universal Parks & Resorts Vacations Partner Hotels Program to enhance revenue in the leisure travel market for Burbank. • HotelPlanner Preferred Member Program : Fund the participation of Burbank hotels in the HotelPlanner Program to enhance revenue in the group sales market. • Events & Conferences: Increase overnight stays by attracting and sponsoring multi-day events such as CTN Animation eXpo, Musexpo, Burbank Int ernational Film Festival, and Arts, Media & Entertainment Leadership Institute. • Trade Shows: Attend trade shows to promote Burbank as an international and domestic destination to travel industry professionals.
ATTACHMENT 1-2
B. DESTINATION DEVELOPMENT PROGRAMS
• Superhero Selfie Spots: Develop and launch Phase II of a series of monumental bronze statues of superheroes with Wonder Woman (projected unveiling March 2023), and more at tourism destinations across Burbank. • OneBurbank: Fund the participation of ten hotels in Burbank Water & Power's ONEBurbank high- speed fiber internet service, enhancing the i nternet access/experience for hotel guests.
• Airline Marketing: Provide airline marketing support to continue to promote new routes that build customer awareness of Burbank.
*Please note, programs and services may be subj ect to change based on marketing performance and Board priorities but will still fall within the parameters of Sales and Marketing and Destination Development.
SECTION THREE
Approved Budget for Fiscal Year 2022/2023 – An estimate of the cost of providing the improvements and the activities for the upcoming fiscal year.
Response: The budget estimate for the cost of providing improvements and activities for Fiscal Year 2022-2023 is $1,100,000 and is distributed as follows: \ Fiscal Year 2022-2023 Budget: $1,100,000
Sales and Marketing: $605,000– 55% of budget
Destination Development: $220,000– 20% of budget
Administration: $220,000– 20% of budget
Contingency/Renewal: $55,000– 5% of budget
SECTION FOUR
Assessment Rates - The method and basis of levying the assessment in sufficient detail to allow each business owner to estimate the amount of the assessment to be levied against his or her business for that fiscal year.
Response: The initial annual assessment rate is one percent (1%) of gross short term room rental revenue. Based on the benefit received, assessments will not be collected on revenue derived from: stays of more than thirty (30) consecutive days; stays by any Federal or State officer or employee while on official business only and when payment for such occupancy is made directly to the operator by duly authorized voucher payment from a governmental accounting office, and stays by any officer or employee of a foreign government who is exempt by reason of express provision of Federal law or international treaty.
ATTACHMENT 1-3
SECTION FIVE
Carryover Dollars from Fiscal Year 202 1/2022 -The estimated amount of any surplus or deficit revenues to be carried over from previous fiscal years.
Response: The total carryover into Fiscal Year 2022/23 is $762,208.58.
SECTION SIX
Estimated Contributions - The estimated amount of any contributions to be made from sources other than assessments levied pursuant to this part.
Response: The estimated amount of all projected contributions amount to approximately $3,600. Additional income from the sources below have been heavily impacted due to the Covid 19 Pandemic. These contributions are generated from the following:
• aRes: About $1,000 from website bookings will be generated in FY 2022/2023. A 40% commission on the net revenue of purchases from ticketed attractions that are bought through the aRes booking widget on the Visit Burbank website, and 20% commission on the net revenue of purchases on ticketed attractions that are bought through the aRes telephone booking system.
• Destination Travel Network Advertisement: A pproximately $2,600 from advertisement services managed specifically for offering online ad space to local businesses and partners on the Visit Burbank website.