May 13, 2022
Kevin Woodhouse
City Manager
City of Pacifica
170 Santa Maria Avenue
Pacifica, CA 94044
RE: Pacifica Hotel Business Improvement Annual Report
Dear Kevin:
In accordance with the section 36533 of the California Streets and Highway Code, I am attaching our annual report to meet code requirements.
Attached, you will also find an explanation of Exhibits A-C addressing 2021-2022 results:
A) Report of Resources and Uses, July 1, 2021-2022
B) Profit and Loss, July 1, 2021 - April 30, 2022
C) Pacifica Chamber of Commerce Use of Funds as Managing Agency Marketing Plan for Recovery
You will find an explanation of Exhibits D-G adressing 2022-2023 plans D) Report of Resources and Uses - PROJECTED, July 1, 20222-June 30, 2023 E) PR/Marketing/Website Overview 2022-2023
F) Additional Marketing Plan of Actions 2022-2023
G) Marketing Action Plan Projected Budget for 2022-2023 (*Appendix)
There are no proposed changes in the boundaries of the Pacifica Hotel Business Improvement District. The Pacifica Hotel Business Improvement District will continue to be managed by the Pacifica Chamber of Commerce. As anticipated in the previous annual report for 2021-2022, there are no fund surplus. The BID is currently unable to financially retain the services of our previous marketing consultant, Hook, Line & Thinker. It is still our goal to maximize the hotel’s investment in promoting Pacifica, the hotels and tourism. Our main focus now will be to move away from obsolete marketing tools, initiating a more modern approach by increasing digital/online presence and limiting traditional publication(ex. hard-copies). The Chamber will continue to provide visitor support, continue information posters and collateral material located at the Rockway Beach Kiosk and Visitors Center (located in the Chamber office). Please contact either Archie Judan or Lynn Gallo, President, if you have any questions.
Sincerely,
_______________________,May 13, 2023
Archie Judan, Director/BID Rep
Pacifica Chamber of Commerce
Cc: Yulia Carter Chief Financial Sustainability Officer Exhibit A
PACIFICA HOTEL BUSINESS IMPROVEMENT DISTRICT
REPORT OF RESOURCES AND USES
JULY 1, 2021 – JUNE 30, 2022
Resources:
Uses:
(See attached Profit/Loss Statement for breakdown)
Note 1: Previous Fund Balance represents the previous year’s actual balance carried forward, resources in excess of uses.
Note 2: Managing Agency, Pacifica Chamber of Commerce, elected to forego 2 lowest months of distribution for a total of $1,223.05 until adequate funds are available.
BID ASSESSMENTS $35,469.10
PREVIOUS FUND BALANCE (Note 1) $10,819.00
TOTAL RESOURCES $46,288.10
Managing Agency – Chamber of Commerce (Note 2) $16,510.00 Public Relations – Hook, Line & Thinker $23,625.50
Advertising – Other (Travel Writers) $281.00
Marketing Plan 2021-2022 $4,894.30
Total Expenses $45,310.80
Resources in Excess of Uses (Fund Balance) (Note 2) $977.30 Exhibit B
Pacifica Hotel Business Improvement District
PROFIT & LOSS
July 1, 2021 – April 30, 2022
4/30/21
Cash Basis
Income
BID Income
Self-Assessment Funds from City $35,469.10.
Previous Fund Balance. $10,819.00
Total BID Income $46,288.10
Expenses
Public Relations $23,625.50
Advertising $281.00
Marketing Plan 201-2022. $4,894.30
Total Expense $28,800.80
Chamber of Commerce
Managing Agency $16,510.00
Total Expenses $16,510.00
Net Income
Balance Sheet
As of April 30 ,2020
ASSETS
Tri Counties Bank Balance 4/30/22 $977.30
Balance April 30, 2020 $977.30
Exhibit C
PACIFICA CHAMBER OF COMMERCE
Managing Agency Use of Funds
2021-2022
RECEIVED FROM BID $16,510.00
These funds supported a portion of the following promotional activities:
Staffing Visitor Center (handling calls and welcoming visitors to the center) • Published the Visitor Guide and Business Directory, 16,000 mailed to Pacifica businesses and residences, focusing on our hotels with 1,000 copies to the hotels directly for visitors. • Sponsored a virtual Tree Lighting jointly with the City of Pacifica focusing on local families.
• Included a tear out page in the Directory for Beach Bites Bingo, to continue to promote to visitors and locals’ participation in our businesses through the bingo card and the gift certificate from a local business.
• Planning with Fairfield Inn & Suites on the opening ceremony.
The Chamber treasurer manages City of Pacifica assessment funds and monitors and distributes funds approved by the BID.
The Chamber website required an upgrade due to an outdated operating system which was completed in 2022. It cross references to Visit Pacifica to increase traffic.
The Chamber Board continues to closely monitor and focus on reducing expenses. Examples of some of the changes:
• The Chamber operates with one part time staff administrator. • Individual projects are supported with outside resources to reduce labor expenses. • The office is managed by a volunteer Board member answers calls, mail, emails, completes reports and manages income and outgoing funds. • To reduce the Chamber operating costs the office space was subdivided into two offices and the street facing office was rented.
Exhibit D
PACIFICA HOTEL BUSINESS IMPROVEMENT DISTRICT
REPORT OF RESOURCES AND USES - PROJECTED
JULY 1, 2022 – JUNE 30, 2023
Resources:
Uses:
Note 1: Reduction in hotel occupancy continues due to COVID 19 surge in infections. The voucher system helped to supplement income in 2021. Current funding opportunities are unknown.
Note 2: Amounts for May & June 2022 are projected since assessment checks have not been received, actual amounts may differ.
Note 3: Funds used by Managing Agency, Pacifica Chamber of Commerce, to pay part time administrator, maintaining visitor center, and supporting marketing efforts such as the Visitor Guide and Business Directory (hotels highlighted).
BID ASSESSMENTS (Note 1) $70,000.00
PREVIOUS FUND BALANCE (Note 2) $977.30
TOTAL RESOURCES $70,977.30
Managing Agency – Chamber of Commerce (Note 3) $35,000.00 Public Relations – Hook, Line & Thinker $3,000.00
Advertising – Other $15,000.00
Marketing Plan 2022-2023 $17,977.30
Total Expenses $70,977.30
Resources in Excess of Uses (Fund Balance) 0
Exhibit E
Pacifica Chamber of Commerce
PR/Marketing/Website Overview for 2022-2023
1. BID administrative team will ensure to follow a strategic plan that compliments the Chamber’s and City’s initiatives to promote Pacifica as a travel destination.
2. Website (step 1) - General maintenance (ex. blogs and “Shop Local” page) a. Cost = $10,500 - $14,500
3. Website (step 2) - maintain organic content to position Pacifica atop of Google search results(ex. SEO, digital directories and listings)
a. Cost = $500/month
4. Retain website consultant for Step 2: Carol Camacho (website manager)
5. Continuing blog with substantive content (photos, things to do, hotel updates, shop local, features) in order to keep things fresh and interesting. a. Cost = varies based on specific project needs.
6. Social Marketing/paid campaign
a. Cost = varies based on specific project needs.
7. Continue to work with influencers, travel writers and multi-media individuals/organizations to continue to promote Pacifica as a travel destination. a. Cost = varies based on specific project needs.
8. Publications: VIA Magazine(regional) & Pacifica Anchor(local) a. Cost = $1,400 - $7,210
9. Visit Pacifica (robust) digital campaign with SF Media Company (*SF Bucketlisters)
a. Cost = $2,500 - 10,000
10. Request BID membership participation with SF Travel to attract local tourism
a. Cost = varies based on specific project needs.
11. Re-establish quarterly press releases that link back to website a. Cost = varies based on specific project needs.
Exhibit F
Pacifica Chamber of Commerce
Additional Marketing Plan of Actions for 2022-2023
Our priority is to maintain the VisitPacifica.com website and pursue multiple avenues to increase hotel room occupancy by targeting specific, demographically concentrated populations that would benefit from local “staycation” options. We will place our efforts on targeting specific demographics of travelers looking for a place to temporary stay for remote work, “quarantine” (Covid related), retreats(wellness) and attend local events (ex. Fog Fest and Tree Lighting Festival).
1. Public Relations (PR)
-Hosting media
-Monthly press releases
-Wellness media/influencer FAM
-Traveler Podcast
-Best of Investing Radio Promo
-Host individual influencers
2. Social Media
-Feature blog posts (for continued SEO and content creation) -Advertising on all platforms (*Instagram, Facebook, Twitter, etc.) -Hotel News/re-branding/promotions/etc.
-Campaigns (ex. Scavenger Hunt and Beach Bites Bingo)
-Upgrade the media pages with new photos and updated media placement links
3. Advertising
-VIA Magazine
-California Tourism
-SF Media Company (*SF Bucketlisters)
-Facebook Ads
-Instagram(sponsors)
4. Website
-Continue to update all pages with new information and content -Monthly blog post features: Feature story of Pacifica (monthly) -Update hotel information
-Refresh photos
-Add page(s) as needed
-Develop an interactive and engaging campaign with social channels to drive traffic to the website and bookings for hotels.
-Review quarterly analytics to compare ROI from previous campaigns Exhibit G
Pacifica Chamber of Commerce
Marketing Action Plan Projected Budget for 2022-2023
Recommended Action Person Responsible Budget Timeframe
1. Website Bid rep/Web Consultant $10,500-14,500 Ongoing
2. Influencers: SF
Bucketlisters (ex., SF
Media Co. and Do The
Bay)
BID rep $2,500-10,000 Pending BID approval
3. VIA Magazine BID rep $1,400-7,210 Pending BID approval
4. Social Media/Blog
site/Google reviews
Upkeep
BID rep/Website Consultant $12,000-17,500 Monthly
5. Other BID rep/Website Consultant TBD Ongoing
Total $26,400-49,210 2022-2023
16 • Pacifica Visitor Guide & Business Directory www.pacificachamber.com • 17 Accommodations
Americas Best Value
Inn Pacifica
Americas Best Value Inn Pacifica is a
comfortable, value-oriented motel just
two blocks from the famous Pacifica
Pier and the Palmetto Avenue District.
The property offers complimentary
Continental breakfast, wireless Internet, cable TV and all the other niceties of home. Some of the oceanside rooms
also feature full kitchenettes. Laundry
facilities are available on premise. This
hotel is pet friendly.
www.visitpacifica.com
(650) 359-9494
www.redlion.com
2160 Francisco Boulevard
Anchor Inn at Pedro Point
This newly constructed, four-unit
property features studio accommodations that are nestled in the hillside of Pedro Point. Extended stays are
available. The Inn is walking distance
to Linda Mar Beach, dining, surf shop,
beer taproom, coffee shop and grocery
store as well as convenient access to
coastal hillside hiking trails and walks
on the beach.
(650) 355-3333
www.anchorinnhotels.com
500 San Pedro Avenue
Fairfield Inn & Suites
San Francisco/Pacifica
This smoke-free, oceanfront hotel
is steps away from Rockaway Beach.
Guest rooms feature 40” flat panel
TVs with premium satellite channels,
individual climate control with air
conditioning, free Internet access, all
the comforts of home and studio suites
that offer fireplace, ocean views, sofa
bed and/or Jacuzzi. Additionally, the
hotel offers complimentary hot breakfast buffet and guest laundry facilities. (650) 355-5000
www.hiexpresspacifica.com
519 Nick Gust Way
Inn at Rockaway
Experience Pacifica’s top boutique
hotel located just steps away from the
scenic Rockaway Beach and the Pacific
Coast Highway. Our newly renovated
rooms are designed with guest comfort
in mind. Experience plush bedding,
modern amenities, and well-appointed
guest rooms during your stay in the
San Francisco Bay Area.
(650) 359-7700
www.innatrockaway.com
200 Rockaway Beach Avenue
Pacifica Beach Hotel
This luxurious, Victorian-style 52-
room hotel overlooks Pacifica State
Beach, (better known as Linda Mar
Beach) from its hillside perch. Most
guest rooms feature Jacuzzi tubs and
balconies overlooking the ocean while
the hotel offers an indoor swimming
pool, complimentary Internet, cable TV,
free parking and the highly acclaimed
Puerto 27 Peruvian Kitchen & Pisco Bar.
(650) 355-9999
Restaurant: (650) 733-7343
www.PacificaBeachHotel.com
525 Crespi Drive
Pacifica Lighthouse Hotel,
Trademark Collection by Wyndham
Nestled along Rockaway Beach,
overlooking the Pacific Ocean, the
Lighthouse Hotel offers 97 spacious
rooms and suites, an outdoor swimming pool, Jacuzzi, fitness center, meeting rooms and business center.
In addition to ocean views and beach
access, the hotel features newly
upgraded guest rooms, an abundance
of amenities and 4,500 square feet of
event space.
(650) 355-6300 or (800) 832-4777
105 Rockaway Beach Avenue
www.pacificalighthouse.com
Sea Breeze Motel at
Rockaway Beach
A nostalgic nod to Pacifica’s history
can be found at Rockaway Beach’s Sea
Breeze Motel. Just 50 feet from the
beach, each of the property’s 20 rooms
face the Pacific Ocean and the property is conveniently next door to Nick’s Restaurant, which has been serving
locals and visitors for over 90 years.
(650) 359-3903
Restaurant: (650) 359-3900
100 Rockaway Beach Avenue
www.seabreezemotel.net
Recommended Marketing Action Rank in Priority/Person Responsible Budget Suggested Timeframe Website #1 --- PRIORITY
- Update hotel information Molly no cost TBD
- Source and refresh photos Carol no cost As needed
- Add sections as needed Carol/Molly TBD TBD
- Quarterly Analytics Report Carol no cost On-going
- Post new content as available Molly/Carol tbd On-going - Review, maintain and update as needed Carol/Molly tbd On-going - Post links to media section as published Molly/Carol tbd On-going - Monthly updates to website Molly/Carol $105/month On-going Blogsite Reintroduction #2
- Update editorial calendar of feature stories Molly no cost On-going - Collect photos Molly/Carol no cost On-going
- Publish at least one post per month Molly no cost Monthly Strategic Plan for Social Marketing #3
- Engage Bucketlisters for campaign Archie/Molly $2500-10,000 Tbd - Blog Posts and links to published stories Molly no cost On-going - Budget tbd…suggestions on attachment Carol $5-5000 ASAP - On-going posts to all platforms Carol Hourly fee On-going Media Relations #3
- Create calendar of monthly press releases Molly/Archie/Carol/BID no cost Monthly - Host individual media on assignmentMolly tbd for accommodations On-going - National Public Radio Molly $250 + two room nights Done - iHeart Radio (Michael Garfield) Molly $1,200 Tbd
- Best of Investing Radio Promos Molly trade for accommodations Tbd - Engage influencers to review PacificaMolly tbd On-going - Proposed budget for hosting media Molly
Five media at $350-700/per Molly $1750-3500
Pacifica BID 2021-2022 Marketing Proposal
Updated 7/6/21 A.
Recommended Marketing Action Rank in Priority/Person Responsible Budget Suggested Timeframe Advertising #5
- San Francisco Media Company Molly $5,100 Fall
- VIA Magazine Molly
1/6 page Bay Area Co-Op Ad …suggest that we do all three of $1,200 Fall or Winter Issue(s) Travel Guide Ad these options together for greater $3,000 Fall or Winter Issue(s) e-Newsletter impact and penetration $3,000 Fall or Winter Issue(s) Scavenger Hunt #6
- See attachment - cost for services Carol $1,500
- Cost for cash prize Molly/Carol $100
Pacifica BID 2021+-2022 Marketing Proposal
Updated 7/6/21 A.
Notes
Included in retainer
Included in retainer
Included in retainer
Included in Carol's monthly
No fee for Molly
No fee for Molly
No fee for Molly
No fee for Molly
Included in retainer
Included in retainer
Included in retainer
There are three options to choose from
Incoporate content when available
Promote cool place during hot
weather for drive traffic
Molly to source feature ideas
Host hotels to receive reimbursement
Done/Published
Molly to arrange interviews
Host hotels to receive reimbursement
expenses for influencers tbd
Host hotels to receive reimbursement
Pacifica BID 2021-2022 Marketing Proposal
Updated 7/6/21 A.
Notes
Six week campaign/600,000 impressions
circulation = 500,000
circulation = 3.3 million
circulation = 1.2 million
Pacifica BID 2021-2022 Marketing Proposal
Updated 7/6/21 A.
Recommended Marketing Action Rank in Priority/Person Responsible Budget Deadline Website
- Review and update all content Molly/Carol no cost March - Update hotel information Molly/Hotels no cost April/May - Source and refresh photos Carol April
- Test all links Carol no cost April
- Add sections as needed Carol/Molly $35/hour April/May/On-going - Analytics Report Carol $35/hour Monthly
- Post new content as available Molly tbd On-going
- Review, maintain and update as needed Molly tbd On-going - Post links to media section as published Molly tbd On-going - Monthly updates to website Molly/Carol (hourly fee) $105/month On-going Blogsite
- Create list of 2022 feature stories Molly no cost Monthly - Collect photos Carol $35/hour approx 2 hours
- Publish at least one post per month Molly no cost Monthly Social Marketing
- Create editorial calendar Carol/Molly $35/hour Monthly - Get news and promos from hotels Molly no cost Monthly - Craft content about hotel(s)/post Molly/Carol $35/hour Monthly - Blog Posts and links to published stories Molly no cost On-going - Digital Advertising Carol $100/month On-going
Media Relations/Influencers
- Create calendar of monthly press releases Molly no cost Monthly - Host individual media/influencers on assignment Molly tbd for accommodations + meals On-going - National Public Radio Molly $250 + two room nights May - iHeart Radio Molly flights/meals/accommodations June
- Best of Investing Radio Promos Molly trade for accommodations May-December - SFTravel + Visit CA Media Guests Molly tbd for accommodations On-going Pacifica BID 2022-2023 Marketing Proposal
Updated 3/14/22 B.
(Stuart + Olivia) $225/night + $100 gift card per day $500 + $300 Recommended Marketing Action Rank in Priority/Person Responsible Budget Deadline Advertising
- Visit California Molly tbd Dependent on budget
- SFTravel Molly tbd Dependent on budget
- VIA/AAA Molly tbd Dependent on budget
- Sunset Magazine Molly tbd Dependent on budget
- Pacifica Anchor Magazine Molly tbd Dependent on budget - Pacifica Anchor Magazine Molly/Carol
Ideas for Consideration
- Cannibus Tourism
- Fishing + Crabbing
- Pets/Animals/Surf Competition
- Family Travel for Summer Break
- Destination Dining + Libations
- Unmask and Unwind in Pacifica
- Chill Out this Summer - Pacifica, Calaveras County, Morro Bay - FOG FEST
- Dog Surfing Contest
Target Markets
San Francisco/Bay Area
Sacramento
Stockton/Central Valley
San Jose/South Bay/Peninsula
East Bay
Marin County
Pacifica BID 2022-2023 Marketing Proposal
Updated 3/14/22 B.
Notes
Included in retainer
Included in retainer
Included in retainer
Anywhere from $35/hour
$35-70/hour
Included in retainer
Included in retainer
Included in retainer
Included in retainer
Included in retainer
collect photos, link,s formatting, testing
Included in retainer
$35/hour for Carol - no cost from Molly
Included in retainer
$35/hour for Carol - no cost from Molly
Incoporate content when available
Host hotels to receive reimbursement
Pacifica BID 2021-2022 Marketing Proposal
Updated 3/14/22 B.
Social Media Advertising
For: VisitPacifica.com - Summer 2021
Start Recommendations & Sample
1 of 2
● Facebook owns Instagram.
● Creating an ad campaign in FB can automatically be picked up by Instagram ● 80% of Internet users utilize Facebook
● 93% of Marketers utilize Facebook
Budget: YOU determine what you want to spend. $5? $500? $5000? FB will get you as many results with your determined amount.
Review Your Results Before You Purchase: FB allows you to plug in all your variables; location, goal objective, audience age range, location target/radius reach and audience interests. Then determines how large your audience reach will be and how many clicks you to expect per day before you purchase.
Recommendations:
Analytics from the website can assist in fine tuning the target audience. To begin, at least 2 to 3 ads should run together w/same the same target audience but w/different ad creations to see what captures the eye of the audience better. Then use the best in results to run a bigger ad campaign with a larger budget.
● Goal: To drive more traffic to VisitPacifica.com and, to grab those wanting to escape the summer heat. (see location target below)
● Number of Ads: At least two to compare audience captured results ● Location Target: 25 mile radius from Stockton, CA
● Ad Run Days: 7 days minimum in order to accumulate information to analyze ● Daily Budget: $5 per day for 7 days (5x$7 = $35 x 2 ads = $70 Total) ● Estimated Results: 370 to 1,100k reached and 24-70 clicks per day See Sample Next Page...
Social Media Advertising
2 of 2
Sample Radius of Audience to Capture
Radius can be adjusted larger or smaller and moved to another location desired Ad Preview to Review Before Purchasing:
Ad copy should be simple & to the
point with:
-clean, eye capturing image/video
-who
-what
-why
-where
With a call to action:
-Visit Pacifica a pretty cool place
-Learn More
Targeted Social Media Influencers
Media Contact: Molly Blaisdell – Hook, Line & Thinker
(925) 300-7252/[email protected]
Visiting Journalist – Pacifica Accommodation Request Form 2022 To consider your request, we ask that you completely address the items below and return to us via email.
Once received with supporting documents, we’ll review the request and notify you of our decision.
Request must be received by PR Consultant Molly Blaisdell at least 21 days prior to intended travel dates.
Molly Blaisdell: [email protected] or (925) 300-7252 Name: Jeanne Cooper
Address: 59-218 Hokulele Dr., Kamuela, HI 96743
Phone Number/Email Address: 808/348-4012, [email protected] Travel Dates: April 21-22 (overnight on April 21)
Today’s Date: April 11, 2022
Request (Accommodations/Dining/Activities):
--- Please go to www.VisitPacifica.com for inspiration --- Lodging: Pacifica Lighthouse or Fairfield Inn (Rockaway Beach locale preferred), or Pacifica Beach Hotel (if remodeled room available)
Dinner: Puerto 27 or Moonraker or Humble Sea Brewing Co or Grape in the Fog (will have friend with car) Breakfast: Breakers or something within walk of lodging (will not have car) Letter of Assignment:
(attach copy)
Name(s) of Media Outlet(s): Marin Magazine (and Chicago website, Better.net); material may be recycled for use in a Pacifica post in LocalGetaways.com newsletter (~50K subscribers) Profile/Demographics of Media Outlets: Marin Magainze & LocalGetaways reach a Nothern California/Bay Area, professional/upscale demographic
Visiting Journalist Form for Pacifica Chamber of Commerce Page 1 of 2 Size of Feature/Expected Coverage of Pacifica: Pacifica is expected to be about one-third of approximately 1,000-word story
How Will Hosts Be Featured: Pacifica lodging (hotel), dining (two restaurants) and at least two activities (in this case hiking+something beach/ocean-oriented) will be focus of the Pacifica component of story; a second lodging option of a different price level/appeal will be mentioned but not featured. (Hotels, Restaurants, Activity Vendors)
Publicity Value: Ad rates are not shared with freelance writers, but according to this website, it has 43,000 circulation and rates for a full page B&W ad were estimated to be $5850. Its travel content also appears on marinmagazine.com and the Chicago-based parent company’s website, Better.net (Specify Ad Rates/Circulation Figures)
Visiting Journalist Form for Pacifica Chamber of Commerce Page 2 of 2