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Burbank Tourism Business Improvement District (TBID) Annual Report Fiscal Year 2024/2025
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 2024/2025, there will be no changes to the boundaries of the TBID.
SECTION TWO
Programs and Services for Fiscal Year 2024/2025 - The improvements, maintenance, and activities to be provided for that fiscal year.
Response:
The following are the programs and services for Fiscal Year 2024-2025:
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 advertising, social media ads, and participation in collaborations with Discover Los Angeles, Visit California, and Brand USA. Internationally, the 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
4.0, and Arts, Media & Entertainment Leadership Institute, CalSAE Conferenc e.
Support homegrown events such as the Burbank International Film Festival 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.
• Burbank Chamber of Commerce Annual Marketing Sponsorship: Partner with the Chamber of Commerce to promote Visit Burbank to local Burbank businesses and residents to generate awareness, encourage usage of hotel meeting space and increase hotel bookings.
• New Branding and Marketing Agency: Release a Request for Proposal to hire a new marketing and social media agency to refresh brand assets and brand messaging for Visit Burbank to remain competitive in the Los Angeles tourism market.
B. DESTINATION DEVELOPMENT PROGRAMS
• 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.
• Superhero Statue Program: Expand the monumental program by completing the installation and unveiling of the Green Lantern statue, Phase III of a series of bronze statues developed by Visit Burbank (completed November 2024). Identify additional opportunities and locations for more statues to reinforce Burbank as the media capital of the world and inspire social media engagement. • Hollywood Burbank Airport Advertising Campaign: Strategically place advertising in various locations throughout the airport to promote Burbank’s shopping, dining, and lodging amenities to more than 6 million annual visitors to help increase visitation and hotel stays.
• FIFA World Cup 2026 & LA28 : Collaborate with event planning committees for each organization to secure hotel blocks for Burbank hotels, develop citywide special events and viewing parties at various locations throughout the city, showcase Burbank’s major attractions, hotels , and convenient access to events, and promote Burbank as an official sport destination for FIFA and LA28.
*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 2024/2025 – 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 2024-2025 is $ and is distributed as follows:
Fiscal Year 2024-2025 Budget: $1,400,000
Sales and Marketing: $771,815– 55% of budget
Destination Development: $280,660– 20% of budget
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Administration: $280,660– 20% of budget
Contingency/Renewal: $70,165– 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.
SECTION FIVE
Carryover Dollars from Fiscal Year 2023/2024 -The estimated amount of any surplus or deficit revenues to be carried over from previous fiscal years.
Response: The total carryover into Fiscal Year 2024/25 is $1,188,493.
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 amounts to approximately $13,500.
These contributions are generated from the following:
• aRes: Approximately $7,000 will be generated in w ebsite bookings in FY 2024/2025. 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 $6,500 from advertisement services managed specifically for offering online ad space to local businesses and partners on the Visit Burbank website.