ATTACHMENT 1 – PAGE 1
Burbank Tourism Business Improvement District (TBID) Annual Report Fiscal Year 2023/2024
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 2023/2024, there will be no changes to the boundaries of the TBID.
SECTION TWO
Programs and Services for Fiscal Year 2023/2024 - The improvements, maintenance, and activities to be provided for that fiscal year.
Response:
The following are the programs and services for Fiscal Year 2023-2024:
A. Sales and Marketing
SALES & MARKETING PROGRAMS
With the goal of increasing hotel room nights and adding to the overall economic growth of Burbank neighborhoods, shops, restaurants, and attractions, Visit Burbank marketing initiatives include:
• Marketing Campaign: Attract domestic drive-time/road trip markets (within a 300- mile radius), and non-stop flight markets into the Hollywood Burbank Airport. This is achieved by advertising promoting Burbank as “The Perfect Way to See LA” on Google Pay Per Click, Google Display adver tising, social media ads, and participation in collaborations with Discover Los Angeles, Visit California, and Brand USA. Internationally, the main focus will be Canadian and Mexican travelers.
• 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, AfroAnimation Summit
3.0, and Arts, Media & Entertainment (AME) Leadership Institute. Support homegrown events such as the Burbank International Film Festiv al and Burbank Comedy Festival.
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• Trade Shows: Attend travel trade shows to promote Burbank as an international and domestic destination to industry professionals.
B. DESTINATION DEVELOPMENT PROGRAMS
• Superhero Selfie Spots: Develop and launch Phase III of a series of monumental bronze statues of superheroes with Green Lantern (projected unveiling 2024). • OneBurbank: Fund the participation of fifteen hotels in Burbank Water & Power’s ONEBurbank high- speed fiber internet service, enhancing the internet 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 2023/2024 – An estimate of the cost of providing the improvements, maintenance and the activities for the upcoming fiscal year.
Response: The budget estimate for the cost of providing improvements and activities for Fiscal Year 2023-2024 is $1,092,200 and is distributed as follows:
Fiscal Year 2023-2024 Budget: $1,092,200
Sales and Marketing: $600,710– 55% of budget
Destination Development: $218,440– 20% of budget
Administration: $218,440– 20% of budget
Contingency/Renewal: $54,610– 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.
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SECTION FIVE
Carryover Dollars from Fiscal Year 2022/2023 -The estimated amount of any surplus or deficit revenues to be carried over from previous fiscal years.
Response: The total carryover into Fiscal Year 2023/24 is $1,100,000.
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 $5,630. These contributions are generated from the following:
• aRes: About $570 from website bookings will be generated in FY 2023/2024. 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 $5,060 from advertisement services managed specifically for offering online ad space to local businesses and partners on the Visit Burbank website.