City Council
September 17, 2024
AGENDA REPORT
TO: Jestin D. Johnson FROM: Monica Elise Davis
City Administrator Deputy City Administrator
SUBJECT: Grant to Visit Oakland for Oakland
Social Media Campaign
DATE: August 28, 2024
City Administrator Approval Date:
RECOMMENDATION
Staff Recommends That The City Council Adopt A Resolution Awarding A Grant To Oakland Convention And Visitor’s Bureau (Visit Oakland) In An Amount Not To Exceed $249,000 To Provide An Oakland Social Media Promotional Campaign From July 1, 2024 to June 30, 2025.
EXECUTIVE SUMMARY
The proposed resolution will authorize the City Administrator to negotiate and execute a grant agreement between the City of Oakland and Visit Oakland for an Oakland Campaign in the amount of $249,000 for fiscal year (FY) 2025 from the General Purpose Fund.
REASON FOR URGENCY
The need to take immediate action is because the funds are designated to uplift and amplify critical communications to support Oakland businesses.
BACKGROUND / LEGISLATIVE HISTORY
Visit Oakland is a private, not-for-profit, 501(c)(6) organization, with a 21 member-board of directors and full-time staff. Visit Oakland is funded by Measure C, 1.5% of the current 14% hotel occupancy tax and Oakland Tourism Business Improvement District (OTBID) - $1.50 per room per night. In June 2023, the City Council approved Activate Oakland and Sponsorship Program in partnership with Visit Oakland. As the grant recipient and fiscal agent, Visit Oakland was successful in their Active Oakland campaign, which included a positive communications campaign to shift the perception of Oakland and highlight the City as a safe, fun, and culturally vibrant urban center.
Modern Bay Strategies was founded in Oakland, CA during the start of the pandemic after co- founders, Christopher Higgenbotham and Kunal Basu-Dutta, realized the undeniable gap in the Jestin Johnson (Sep 5, 2024 08:59 PDT)
Sep 5, 2024
Jestin D. Johnson, City Administrator
Subject: Grant Agreement for Oakland Campaign with Visit Oakland Date: August 28, 2024 Page 2
City Council
September 17, 2024
digital world when it comes to telling stories with and to underserved communities, especially BIPOC and LGBTQ+ ones. Modern Bay has always supported organizations, small businesses, and campaigns that champion people. Visit Oakland will work in partnership with Modern Bay Strategies to support the delivery of social media promotional campaign.
ANALYSIS AND POLICY ALTERNATIVES
The Citywide priority advanced with these funds is Responsive, Trustworthy Government.
This grant will provide funds to Visit Oakland to ensure the communication from the City of Oakland is comprehensive and impactful, utilizing the power of social media to reach Oakland’s broad and diverse audience.
FISCAL IMPACT
Funding for this grant agreement is available from the FY 2024-2025 Midcycle Budget as detailed in Table 1 below:
Fund Source Organization Project Program
1010 – General
Purpose Fund
02112 1000101 IP03
This project is funded by the General Purpose Fund. There is no additional fiscal impact.
PUBLIC OUTREACH / INTEREST
The Activate Oakland Initiative was informed directly by input provided from Oakland’s Business Improvement Districts, Chambers, individual small businesses, business support organizations, merchant associations, and arts and culture community seeking additional funding for events and marketing. Visit Oakland intends to leverage the knowledge they’ve gained from the previous grant related to the Activate Oakland Initiative to curate and work with local community members who authentically represent Oakland and have a locally engaged audience.
COORDINATION
The City Administrator’s Office, City Attorney’s Office, and Finance Department have been consulted in the development of this report.
SUSTAINABLE OPPORTUNITIES
Economic: The economic opportunity associated to this resolution are significant as this grant funding will elevate successes of Oakland businesses and positive community engagement.
Enhancing the visibility of these stories and experiences in Oakland will drive additional economic engagement within the community.
Jestin D. Johnson, City Administrator
Subject: Grant Agreement for Oakland Campaign with Visit Oakland Date: August 28, 2024 Page 3
City Council
September 17, 2024
Environmental: There are no environmental opportunities associated with this report.
Race & Equity: A race equity analysis has not been conducted; however, this grant program is designed to amplify communications to Oaklanders through the digital world, uplifting stories with and to underserved communities.
ACTION REQUESTED OF THE CITY COUNCIL
Staff Recommends That The City Council Adopt A Resolution Awarding A Grant To Oakland Convention And Visitor’s Bureau (Visit Oakland) In An Amount Not To Exceed $249,000 To Provide An Oakland Social Media Promotional Campaign From July 1, 2024 to June 30, 2025.
For questions regarding this report, please contact Monica Elise Davis at (510) 238-7689.
Respectfully submitted,
Monica Elise Davis, Deputy City Administrator
City Administrator’s Office