December 1, 2024 - November 30, 2025
Camarillo Tourism Marketing District 2024-2025 Annual Report Submitted to the City of Camarillo pursuant to Streets and Highways Code section 36650, for the period from December 1, 2024 through November 30, 2025 08 Fall
Contents Boundaries .............................................................................. 3 Improvements and Activities ............................................... 4 Cost .......................................................................................... 6 FY 24/25 Projections ......................................................................................................................... 6 FY 23/24 Actuals .................................................................................................................................. 6 Assessment ............................................................................. 7 Surplus and Other Funding .................................................. 9 Surplus ...................................................................................................................................................... 9 Other Funding ....................................................................................................................................... 9 Appendix – Assessed Businesses ...................................... 10 Prepared by Civitas (800)999-7781 civitasadvisors.com
Camarillo Tourism Marketing District 2024-2025 Annual Report 3 Boundaries There are no proposed changes to the boundaries. The Camarillo Tourism Marketing District (CTMD) will continue to include all lodging businesses, existing and in the future, available for public occupancy within the boundaries of the City of Camarillo, as shown on the map below. One new hotel is expected to open in 2025: Home2Suites by Hilton Camarillo 623 E. Ventura Blvd., Camarillo, CA, 93010 With the addition of the new hotel, the CTMD boundary will include twelve (12) lodging businesses, listed in the Appendix.
Camarillo Tourism Marketing District 2024-2025 Annual Report 4 Improvements and Activities The improvements and activities to be provided for fiscal year 2024-2025 are consistent with the Management District Plan (Plan). Direct Marketing & Sales Direct marketing and sales programs will continue to promote assessed businesses as tourist, meeting, and event destinations. The marketing programs will continue to have a central theme of promoting assessed businesses as excellent places for overnight stays. The program will continue to have the goal of increasing overnight visitation and room night sales at assessed businesses, and may include the following activities: • Internet marketing efforts to increase awareness and optimize internet presence to drive overnight visitation and room sales to assessed businesses; • Television ads targeted at potential visitors to drive overnight visitation and room sales to assessed businesses; • Radio ads targeted at potential visitors to drive overnight visitation and room sales to assessed businesses; • Registration fees to attend trade shows to promote assessed businesses; • Sales blitzes for assessed businesses; • Familiarization tours of assessed businesses; • Preparation and production of collateral promotional materials such as brochures, flyers and maps featuring assessed businesses; • Attendance at professional industry conferences and affiliation events to promote assessed businesses; • Lead generation activities designed to attract tourists and group events to assessed businesses; • Director of Sales and General Manager meetings to plan and coordinate tourism promotion efforts for assessed businesses; • Education of hospitality staff on service and safety (related to alcohol and food) designed to create a visitor experience that will bring repeat visits to assessed businesses; • Education of lodging business management and the owners’ association on marketing strategies best suited to meet assessed business’s needs; • Development and maintenance of a mobile app to promote assessed lodging businesses; and • Development of Return on Investment (ROI) analysis on effectiveness of CTMD funds to improve effectiveness and increase overnight visitation at assessed businesses. Local Marketing A local marketing program will continue to provide funding assistance in the marketing of Camarillo as a desirable place to visit, which attracts overnight visitors to assessed businesses. The local marketing program will continue to specifically Camarillo Tourism Marketing District 2024-2025 Annual Report 5 benefit the assessed businesses by increasing awareness of Camarillo as an overnight destination, and may include: • Promotion of City-wide events which attract overnight visitors; • Print ads in magazines and newspapers targeted at potential visitors to drive overnight visitation and room sales to assessed businesses; • Creation of maps highlighting the location of hotels; • Billboards advertising overnight stays in Camarillo; • Development and operation of a website featuring assessed lodging businesses in Camarillo; and • Marketing promotions designed to increase room night sales of assessed lodging businesses in Camarillo. Administration and Operations The administration and operations portion of the budget shall continue to be utilized for administrative staffing costs, office costs, advocacy, and other general administrative costs such as insurance, legal, and accounting fees. City Administration Fee The City of Camarillo (City) shall continue to be paid a fee equal to one percent (1%) of the amount of assessment collected to cover its costs of collection and administration. Contingency/Reserve The budget includes a contingency line item to account for uncollected assessments, if any. If there are contingency funds collected, they may be held in a reserve fund or utilized for other program, administration or renewal costs at the discretion of the Camarillo Hotel and Tourism Association (CHTA) Board. Policies relating to contributions to the reserve fund, the target amount of the reserve fund, and expenditure of monies from the reserve fund shall be set by the CHTA Board. Contingency/reserve funds may be spent on District programs or administrative and renewal costs in such proportions as determined by the CHTA Board. The reserve fund may be used for the costs of renewing the CTMD.
Camarillo Tourism Marketing District 2024-2025 Annual Report 6 Cost FY 24/25 Projections The cost of providing improvements and activities for FY 24/25 is consistent with the Plan. The anticipated total budget for FY 24/25 is $778,000.00 in anticipated collections and $24,047.68 in carryover from the previous year, for a total budget of $802,047.68. The categorical breakdown is below. All budget category allocations are within the authorized fifteen percent (15%) adjustment of the total budget from the prior year.
FY 23/24 Actuals The projected FY 23/24 collections were $710,000. Actual collections were less than expected, totaling $647,000.23, due to the fact that November collections were not applied and will be applied to the subsequent fiscal year. Budgeted and actual expenses are shown below. Category FY 23/24 Collections Budget FY 23/24 Actual % $ $ Collected % * $ Spent $ Carryover Direct Marketing & Sales 55.0% $390,500.00 $355,850.13 55.00% $368,669.06 ($12,818.93) Local Marketing 22.0% $156,200.00 $142,340.05 22.0% $94,636.93 $47,703.12 Administration 22.0% $156,200.00 $142,340.05 22.0% $153,176.56 ($10,836.51) City Fee 1.0% $7,100.00 $6,470.00 1.0% $6,470.00 - Totals 100.0% $710,000 $647,000.23 100.0% $622,952.55 $24,047.68 Category FY 24/25 Estimated Collections % of Budget FY 23/24 Carry Over Total FY 24/25 Budget Direct Marketing & Sales $482,360.00 62.0% ($12,818.93) $469,541.07 Local Marketing $108,920.00 14.0% $47,703.12 $156,623.12 Administration $178,940.00 23.0% ($10,836.51) $168,103.49 City Fee $7,780.00 1.0% - $7,780.00 Totals $778,000.00 100.0% $24,047.68 $802,047.68 Camarillo Tourism Marketing District 2024-2025 Annual Report 7 Assessment There is no change in the method and basis of levying the assessment. Assessment Rate The annual assessment rate is two percent (2%) of gross short-term room rental revenue. Based on the benefit received, assessments will not be collected on: stays of more than thirty (30) consecutive days; and stays by any member of the United States Armed Forces, including a member of the California National Guard, who is traveling on official business, if such person files with the operator a copy of orders or official travel authorization papers. During the ten (10) year term, the assessment rate may be increased by CHTA’s Board upon approval from City Council to a maximum of three percent (3%) of gross short-term room rental revenue. If the assessment rate is increased it may subsequently be decreased, but shall not be decreased below a minimum of two percent (2%) of gross short-term room rental revenue. The maximum increase or decrease in any year shall be one-half of one percent (0.50%). Any proposed assessment rate increase or decrease approved by CHTA’s Board shall be included in the annual report and shall not be effective until approved by the City Council. The term “gross room rental revenue” as used herein means: the consideration charged by a lodging business, whether or not received, for the occupancy or right to occupy space in the lodging business according to the then effective schedule of rates for such room or rooms on the date or dates of such occupancy, whether to be received in money, goods, labor or otherwise, including all receipts, cash credits, property and services of any kind or nature, included in the price of the room, without any deduction or offset therefrom whatsoever. Gross room rental revenue shall not include any federal, state or local taxes collected, including but not limited to transient occupancy taxes. The assessment is levied upon and a direct obligation of the assessed lodging business. However, the assessed lodging business may, at its discretion, pass the assessment on to transients. The amount of assessment, if passed on to each transient, shall be disclosed in advance and separately stated from the amount of rent charged and any other applicable taxes, and each transient shall receive a receipt for payment from the business. If the CTMD assessment is identified separately it shall be disclosed as the “CTMD Assessment.” As an alternative, the disclosure may include the amount of the CTMD assessment and the amount of the assessment imposed pursuant to the California Tourism Marketing Act, Government Code §13995 et seq. and shall be disclosed as the “Tourism Assessment.” The assessment is imposed solely upon, and is the sole obligation of the assessed lodging business even if it is passed on to transients. The assessment shall not be considered revenue for any purpose, including calculation of transient occupancy taxes. Bonds shall not be issued.
Camarillo Tourism Marketing District 2024-2025 Annual Report 8 Time and Manner for Collecting Assessments The City will continue to be responsible for collecting the assessment on a monthly basis (including any delinquencies, penalties and interest) from each lodging business. The City shall take all reasonable efforts to collect the assessments from each lodging business. The City shall continue to forward the assessments collected to the Owners’ Association. Penalties and Interest The CTMD shall reimburse the City for any costs associated with collecting unpaid assessments. If sums in excess of the delinquent CTMD assessment are sought to be recovered in the same collection action by the City, the CTMD shall bear its pro rata share of such collection costs. Assessed businesses which are delinquent in paying the assessment shall be responsible for paying: 1. Delinquency Any lodging business which fails to remit any assessment imposed within the time required shall pay a penalty in an amount equal to ten percent (10%) of the amount of the assessment due, per month, in additional to the amount of the assessment, until the assessment is paid in full, or the total penalty equals one hundred percent (100%) of the assessment due. 2. Fraud If the City determines that the nonpayment of any assessment due is due to fraud, a penalty of twenty-five percent (25%) of the amount of the assessment shall be added thereto in addition to the penalties referred to in section one (1) of this section. 3. Interest Interest equal to one percent (1%) per month on the full amount of assessments, calculated from the first day immediately following the due date to the date of payment shall be added to the assessment. 4. Penalties Merged with Assessment Every penalty imposed upon an assessment levied shall be deemed for the purpose of a collection merged in the assessment to which it relates and the full amount thereof shall be due, payable and subject to collection as provided in this section.
Camarillo Tourism Marketing District 2024-2025 Annual Report 9 Surplus and Other Funding Surplus The amount of surplus to be carried over from the previous year is $24,047.68. Other Funding There will be no outside funding for fiscal year 2024/2025.
Camarillo Tourism Marketing District 2024-2025 Annual Report 10 Appendix – Assessed Businesses Name Address City State ZIP Bella Capri Inn & Suites 2050 E Ventura Blvd Camarillo CA 93010 Days Inn by Wyndham Camarillo – Ventura 165 E Daily Drive Camarillo CA 93010 Fairfield Inn & Suites by Marriott 4444 Central Avenue Camarillo CA 93010 Good Nite Inn Camarillo Ventura County 1100 E Ventura Blvd Camarillo CA 93010 Hampton Inn & Suites 50 W Daily Drive Camarillo CA 93010 Holiday Inn Express & Suites 1405 Del Norte Road Camarillo CA 93010 Home2Suites by Hilton Camarillo (expected2025) 623 E. Ventura Blvd Camarillo CA 93010 Motel 6 1641 E Daily Drive Camarillo CA 93010 Quality Inn & Suites 984 W Ventura Blvd Camarillo CA 93010 Residence Inn by Marriott 2912 Petit Street Camarillo CA 93012 Sonesta Select Camarillo 4994 Verdugo Way Camarillo CA 93012 Surestay Hotel By Best Western Camarillo 295 E Daily Drive Camarillo CA 93010