Twentynine Palms Tourism Business Improvement District Meeting

TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT REGULAR MEETING AGENDA 6136 Adobe Road Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org Thursday, July 29, 2021 REGULAR SESSION AGENDA 3:30 P. M. CALL TO ORDER Pledge of Allegiance. Roll Call. CHANGES TO AGENDA PRESENTATIONS BUSINESS 1. Approval of the Meeting Minutes for the May 13, 2021 Tourism Business Improvement 3-4 District meeting. Twentynine Palms Tourism Business Improvement District Meeting - Special Meeting - 13 May 2021 - Minutes - Pdf 2. Visit 29 Palms Marketing Activity Update for Q3 (April-June) 5 - 16 Visit 29 Palms TBID Q3 Marketing Updates July 29 2021 PUBLIC COMMENTS DISCUSSION AND POTENTIAL ACTION ITEMS 3. Joshua Tree Music Festival Sponsorship Proposal - Fall 2021 & Spring 2022 17 - 18 JTMF + Visit 29 Sponsor Proposal - 2021 4. 2021-2022 TBID Tourism Marketing Plan and Budget 19 - 39 Visit 29 Palms TBID Marketing Plan and Budget FY 2021-2022 DRAFT Page 1 of 39 BOARDMEMBER COMMENTS DIRECTOR OF MARKETING COMMENTS FUTURE BOARDMEMBER INITIATED ITEMS ADJOURNMENT It is the intention of the City of Twentynine Palms to comply with the Americans with Disabilities Act in all respects. If you are a person with a disability who requires a disability-related modification or accommodation in order to participate in a meeting, including auxiliary aids or services, please request such modification or accommodation from the City Clerk at (760) 367-4890 (facsimile). Notification at least 48 hours prior to the meeting will enable the City to make reasonable arrangements to assure accessibility to the meeting. Please advise us at the time whether you will require accommodations to participate in meetings on a regular basis. Any person affected by any application on this agenda may submit their concerns in writing prior to the meeting or appear in person and be heard in support or opposition to the proposal at the time the matter is considered on the agenda. The staff reports, applications and environmental documents may be viewed at either the office of Community Development or the office of the City Clerk, 6136 Adobe Road, from 7:00 a.m. until 6:00 p.m. Monday through Thursday, except legal holidays. The Invocation is given per Policy 10-01, and does not reflect the views of the City but rather is an expression of speech by a private citizen making the presentation. Telephone inquiries may be made at (760) 367-6799. If you challenge any agenda issue in court, you may be limited to raising only those issues that you or someone else raised at the public meeting described in this notice, or in written correspondence delivered to the City of Twentynine Palms at, or prior to, the public meeting. This notice of agenda is hereby certified to have been posted on or before 3:30 p.m., July 26, 2021. Cindy Villescas CMC, City Clerk Time/Date Page 2 of 39  TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT SPECIAL MEETING MINUTES City Hall, 6136 Adobe Road, Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org May 13, 2021 CALL TO ORDER - Vice Chair Maharaj called the meeting to order at 12:00pm Pledge of Allegiance: Boardmember Grunt lead the Pledge of Allegiance. Roll Call: The following Boardmembers were present in-person: Grunt, Quinteros, Maharaj. The following boardmembers were present virtually: Knight, Mehta. CHANGES TO THE AGENDA - None PRESENTATIONS - None BUSINESS 1. Approval of the Meeting Minutes for the April 29, 2021, Tourism Business Improvement District meeting. A motion was made by Boardmember Grunt, seconded by Boardmember Quinteros to approve the TBID meeting minutes for the April 29, 2021, meeting. YES: Knight, Maharaj, Mehta. NO: None PUBLIC COMMENTS - None DISCUSSION AND POTENTIAL ACTION ITEMS 2. Discussion and review of FY20-21 Q1 & Q2 results TBID Director of Marketing Dusastre presented the Advisory Board with the TBID's record-breaking second quarter (January - March 2021) financial results, discussing how the results are a great confirmation of how well positioned 29 Palms has been to meet the needs of travelers who are looking for a small town, rural environment that offers unparalleled access to Joshua Tree National Park and the great outdoors. Dusastre presented an updated forecast for the remaining six months of the TBID's 2020-2021 fiscal year which has the TBID on track to achieve its best results since the organization was established in 2017. 3. Mid-Year Budget Review TBID Director of Marketing Dusastre presented the TBID Advisory Board with a series of proposed budget adjustments, including staff salaries, video production, broadcast media, contract services, internet marketing, event sponsorship, and proposed the addition of a new budget category for special projects. The TBID Advisory Board requested an additional increase to the special projects’ category, directing Dusastre to focus the allocated funds towards the development of new events for the City. A motion was made by Boardmember Knight, seconded by Chair Mehta to approve the TBID's FY 2020-2021 budget adjustments. The above motion was carried by the following roll call vote: YES: Grunt, Quinteros, Maharaj NO: None Page 1 of 2 Page 3 of 39  Twentynine Palms Tourism Business Improvement District Meeting - Special Meeting May 13, 2021 BOARDMEMBER COMMENTS Vice Chair Maharaj and Boardmember Quinteros shared comments that they commonly hear from their hotel guests about the lack of dining options in the city and noted that their guests specifically struggle to find restaurants that are open in the evenings for dinner. Vice Chair Maharaj asked City Manager Frank Luckino what the city was doing to address the lack of tourist amenities such as restaurants and expressed her concerns of how the city will keep up with the growing tourism economy. Boardmember Grunt commented on what an amazing comeback the city was experiencing in tourism over the last year. DIRECTOR OF MARKETING COMMENTS - None FUTURE BOARDMEMBER INITIATED ITEMS 1. 29 Palms Visitor Center - Open House Event ADJOURNMENT - Vice Chair Maharaj adjourned the meeting at 1:20 pm. Respectfully Submitted, Breanne Dusastre TBID Director of Marketing Page 2 of 2 Page 4 of 39  Visit 29 Palms Tourism Business Improvement District Meeting July 29, 2021 Page 5 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  29 Palms Visitor Center Update Page 6 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  29 Palms Visitor Center – July Update Hours of Operation: Monday through Friday, 10 AM to 4 PM Saturday and Sunday, 9 AM to 2 PM Monthly Visitor Counts: • April: 404 • May: 310 • June: 264 • July: 219 Where people are visiting from this summer: In-State: • Los Angeles, San Diego, Huntington Beach, Palm Springs, Palm Desert, Pasadena, Irvine, Oceanside, Torrance, Santa Clarita, Simi Valley, Ventura Out-of-State • Arizona, Nevada, Texas, Ohio, Montana, Minnesota, Washington, Kansas, New York Page 7 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  New Art in Public Places Exhibit Art in Public Places was established by the City of 29 Palms in 2004 as part of its Public Arts Program and is administered by the Public Arts Advisory Committee (PAAC), whose members are appointed by the 29 Palms City Council. The PAAC oversees public art installations, supports youth and the arts programs in the community, and sponsors Art in Public Places exhibitions at the 29 Palms Visitor Center & Art Gallery. Page 8 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Q3 Marketing Updates Page 9 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Visti29.org – Paid Search Campaign Results Google Search Ads - Website Traffic Campaigns • Through targeted paid search engine marketing efforts, Visit 29 Palms is continuing to promote the visibility and search engine ranking of Visit29.org. With the increased monthly budget starting in the spring, targeting for these campaigns in Q3 was expanded beyond the California drive-markets to include key market areas in Nevada & Arizona. Q1 Results Q2 Results Q3 Results October - December January - March April - June • Total Impressions: 17,400 • Total Impressions: 65,200 • Total Impressions: 117,000 • Total Clicks: 1,110 • Total Clicks: 3,400 • Total Clicks: 7,450 • Click Through Rate: 6.41% • Click Through Rate: 5.21% • Click Through Rate: 6.35% • Average Cost Per Click: $0.60 • Average Cost Per Click: $0.24 • Average Cost Per Click: $0.35 Page 10 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Visti29.org – Digital Display Campaign Results Google Display Ads – Building Brand Awareness and Driving Website Traffic June 1-30 Results June 1 – 30, 2021 • Launching in early June as part of a summer-long summer nights under the stars campaign, Visit 29 • Total Impressions: 23,200 Palms digital display ads are actively running on • Total Clicks: 917 the Google Display Network and are helping to • Click Through Rate: 3.95% drive targeted traffic to Visit29.org. • Average Cost Per Click: $0.48 • This powerful online network includes Google’s own sites such as Gmail and YouTube and July 1-25 Results reaches 90% of Internet users worldwide across July 1 – 26, 2021 millions of websites, news pages and blogs. • Total Impressions: 38,500 • The current stargazing themed creative will • Total Clicks: 1,040 continue to run until mid-August and will then • Click Through Rate: 2.70% transition to outdoor adventure themed creative. • Average Cost Per Click: $0.43 Page 11 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  @Visti29Palms Social Media Results April 1 – 30, 2021 May 1 – 31, 2021 June 1 – 30, 2021 Page 12 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Digital Billboard Campaigns Palm Springs International Airport Digital network placements: Baggage Claim, Welcome Lobby, Video Wall • Campaign extended through to September 30, 2021. • Summer creative has transitioned from static ads to video across all three network placements. Page 13 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Digital Billboard Campaigns I-10 Palm Springs Market Digital Billboard Location: I-10 South Lane; 1.5 miles from Bob Hope Exit Campaign Dates: April 26 – September 30 Campaign Targeting & Impressions Weekly Impressions: 181,729 Total Impressions to-date: 2.18 million Reaches traffic coming from Los Angeles, San Diego, Orange County, Riverside, San Bernardino, Beaumont and Banning, plus local commuters in the Greater Palm Springs market. Page 14 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Video Production – NEW Summer Itinerary https://www.youtube.com/watch?v=m5jRXP38OIY 2,212 views since launch on July 15 Page 15 of 39 YouTube: 871 Facebook: 518 Instagram: 823 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021.  Thank you! Page 16 of 39 Visit 29 Palms Tourism Business Improvement District Meeting: July 29, 2021. SPONSORSHIP PROPOSAL For: Visit 29 Palms Tourism Business Improvement District Prepared by: Cassie Morrow on behalf of Joshua Tree Music Festival Date prepared: July 23, 2021 Breanne, We’d be delighted to partner with Visit 29 Palms again. We are happy to continue with logo and links on the website as below. I’ve also included a couple of optional add-ons if you’d like some additional exposure. Joshua Tree Music Festival can provide: - Logo and link recognition on SPONSORS & FRIENDS website page - Text and backlink under OFFSITE LODGING info Cost: $500 for 1 year / $300 for 6 months Added Value: 4 x Tickets for Visit 29 Palms staff to attend our Thursday opening night/locals party – Thursday October 7, 2021. Page 17 of 39 Add-Ons: Social Media Custom Shout Out & Message - $250 Exclusive sponsor shout out & message on JTMF Facebook page (45k followers): $250 Logo on Locally Distributed Poster - $350 Logo on event poster to be distributed locally (29 Palms, Yucca Valley, Joshua Tree, Morongo) Only 10 spots available *payment & confirmation required by Aug 1, 2021 Please let me know if you have any questions, we look forward to working with you again! Best, Cassie Morrow Marketing Director cassie@joshuatreemusicfestival.com Page 18 of 39 Twentynine Palms Tourism Business Improvement District 2021-2022 Tourism Marketing Plan Presented by the Tourism Business Improvement District Advisory Board: Chair, Rakesh Mehta Vice Chair, Nalini “Ash” Maharaj Boardmember, Heidi Grunt Boardmember, Patricia Knight Boardmember, Maria Quinteros Tourism Business Improvement District Director of Marketing: Breanne Dusastre Draft 7/26/2021 Page 19 of 39  TABLE OF CONTENTS EXECUTIVE SUMMARY…………………………………………………………………………3 Tourism Business Improvement District Objective & Goals Destination Market Analysis Current Market Situation COVID-19 Impact to Travel and Tourism SWOT Analysis MARKETING STRATEGY……………………………………………………………………….10 Marketing Objectives and Goals Target Marketing Branding and Positioning Partnerships Sustainability Events MARKETING PROGRAMS…………………………………………………………………….15 Digital Marketing, Website Search Engine Marketing Digital Display Social Media Marketing Email Marketing Bloggers/Influencers Broadcast Media Billboards TWENTYNINE PALMS VISITOR CENTER…………………………………………………….19 ADMINISTRATION…………………………………………………………………………….20 BUDGET………….…………………………………………………………………………….21 2 Page 20 of 39 Executive Summary Tourism Business Improvement District Objectives and Goals Branded as Visit 29 Palms, the Twentynine Palms Tourism Business Improvement District (TBID) was created in October 2017 and is established under the Parking and Business Improvement Area Law of 1989. The Twentynine Palms TBID’s district is defined by the 58 square-mile boundary of the incorporated City of Twentynine Palms and includes all of the lodging properties within it. Formed through a public-private partnership between the City of Twentynine Palms and its lodging operators and owners, and funded entirely through the tax revenue generated by the self-assessed 1.5% TBID tax that is applied to room night rates at all hotels, motels, RV resorts and vacation rentals in Twentynine Palms, the goal and objective of the TBID is to promote the City as a tourist destination and drive overnight room demand through creative tourism marketing activities and initiatives. The tax revenue generated by the TBID tourism tax is collected and reported on quarterly and may only be used for tourism marketing activities to promote the destination and drive overnight room demand within the district. The City of Twentynine Palms’ TBID is administered by a 5-member Advisory Board made up of lodging owners and operators whose members are appointed by City Council. The TBID Advisory board oversees the development and implementation of an annual tourism marketing plan and budget and provides strategic guidance and direction to the TBID staff. Under the Parking and Business Improvement Area Law of 1989, the Twentynine Palms Tourism Business Improvement District renews annually, which is a process that takes place each September at the end of the TBID’s fiscal year which runs from October 1 through to September 30. Destination Market Analysis Twentynine Palms is an incorporated city in the County of San Bernardino, located along the southeastern range of California’s Mojave Desert. The City of Twentynine Palms is 58- square-miles in size and is the proud home of Joshua Tree National Park Headquarters, historic Oasis of Mara Visitor Center, and north park entrance and is recognized as the official gateway community to the newly designated Mojave Trails National Monument. The City of Twentynine Palms is also the proud home of the Twentynine Palms Marine Corps Air Ground Combat Center, which was established in 1952. Twentynine Palms is surrounded by incredible public lands, including the world-famous Joshua Tree National Park, the Mojave National Preserve and Mojave Trails National Monument, offering outdoor recreation enthusiasts unparalleled access to the great outdoors and California’s desert region. Twentynine Palms offers visitors a uniquely rural desert experience with incredible opportunities to discover and explore the vast and beautiful Mojave Desert wilderness with its world-class hiking trails and rock climbing routes, incredibly dark star-studded night skies, and a rich arts and culture community which 3 Page 21 of 39 attracts and inspires artists, musicians, and creatives from around the world, and in 2020, welcomed over 840,000 overnight visitors. Twentynine Palms Marine Corps Air Ground Combat Center At over 1,102 square-miles, the Twentynine Palms Marine Corps Air Ground Combat Center (MCAGCC) is the premier service-level, live-fire and maneuver training based in the Marine Corps, and trains more than 50,000 active-duty and Reserve Marines and Sailors, and other U.S. and allied forces throughout the year. The Combat Center is a major economic catalyst for the Morongo Basin, generating an estimated $1.1 billion in total economic benefit to the regional economy, both directly and indirectly. Visits by family members and friends of military personnel and civilian workers employed at the Combat Center, and visits by business travelers and government officials introduce additional money into the local economy. In 2018, the Combat Center issued nearly 24,000 visitor passes, and visitors to the Combat Center are estimated to have spent approximately $15 million in the local communities. [Research and statistics from Community Impact Report 2019, MAGTFTC, MCAGCC, Twentynine Palms] www.29palms.marines.mil/Portals/56/Docs/GEA/Publications/Community_Impact_Report_2019.pdf Joshua Tree National Park In 2020, Joshua Tree National Park was the most visited National Park in California, and the tenth most visited National Park in the United States. In 2020 2.4 million park visitors spent an estimated $122 million in local gateway regions while visiting Joshua Tree National Park. These expenditures supported a total of 1,510 jobs, $60.1 million in labor income, $102 million in value added, and $164 million in economic output in local gateway economies surrounding Joshua Tree National Park. The $122 million in visitor spending in 2020 is broken into eight expenditure categories: • Hotels 46 million (37%) • Restaurants $23 million (18%) • Gas $17.3 million (14%) • Transportation $9 million (7.4%) • Groceries $8.7 million (7%) • Recreation Industries $8.4 million (6.9%) • Retail $8 million (6.5%) • Camping $1.4 million (1%) [2020 NPS Visitor Spending Effects Report https://www.nps.gov/subjects/socialscience/vse.htm] One of the continuing strategic goals of the Visit 29 Palms TBID is to build awareness for and promote usage of the Twentynine Palms north park entrance, and to encourage visitors to stay, shop, and dine in Twentynine Palms while visiting the National Park. Of the 2.4 million visitors who entered Joshua Tree National Park in 2020, approximately 30% of the visitors utilized the park’s north entrance and Indian Cove area. As seen in the graph below, usage of the Twentynine Palms north park gate saw a year-over-year increase in six of the twelve month in 2020, with notable gains in the months of January, February, October and March. 4 Page 22 of 39  Joshua Tree National Park Traffic by 29 Palms Location 2015 - 2020 35,000 30,000 25,000 20,000 15,000 10,000 5,000 0 JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC 2015 2016 2017 2018 2019 2020 Source: https://irma.nps.gov/STATS/SSRSReports/Park%20Specific%20Reports/Traffic%20Counts?Park=JOTR Mojave National Preserve In 2020, 609,000 park visitors spent an estimated $36.5 million in local gateway regions while visiting Mojave National Preserve. These expenditures supported a total of 459 jobs, $17.5 million in labor income, $28.8 million in value added, and $46.2 million in economic output in local gateway economies surrounding Mojave National Preserve. The $50 million in visitor spending in 2019 is broken into eight expenditure categories: • Hotels $11.5 million (31%) • Restaurants $8.4 million (23%) • Gas $4.8 million (13%) • Retail $4.3 million (11%) • Recreation Industries $3.3million (9%) • Groceries $2 million (5%) • Transportation $1.1 million (3%) • Camping $1.1 million (3%) [2020 NPS Visitor Spending Effects Report https://www.nps.gov/subjects/socialscience/vse.htm] 5 Page 23 of 39 Current Market Situation 2021 Lodging Market Area Overview Morongo Valley Pioneertown Yucca Valley Joshua Tree 92277/92278 Zip Codes City of 29 Palms 0 100 200 300 400 500 600 700 800 900 1000 Vacation Rentals RV Spaces Hotel Rooms Hotel Properties As of July 2020, the City of Twentynine Palms has 13 hotels/motels, 1 RV Resort, and 155 active short-term vacation rentals, boasting the most diverse lodging market in the region. From nationally branded hotels to historic inns and motels, to recreation vehicle resorts and vacation home rentals, Twentynine Palms offers lodging for all traveler types. The City of Twentynine Palms continues as the market leader in traditional lodging inventory with 65% of the market areas hotel rooms. With 150+ RV spots at its RV Resort, Twentynine Palms leads with 52% of the areas RV spaces. With only 7% of the areas short-term vacation rental inventory, the City of Twentynine Palms continues to be outpaced by its surrounding communities, specifically in the surrounding unincorporated areas in the Morongo Basin which include Wonder Valley, Joshua Tree, Pioneertown, Landers, and Morongo Valley. COVID-19 Impact to Travel and Tourism in Twentynine Palms While State and National vaccination rates continue to climb, the COVID-19 global pandemic is far from over and ongoing travel advisories, restrictions, and border closures are expected to continue, causing disruption to the travel and tourism industry. Based on the California lodging forecast updates prepared for Visit California by Tourism Economics in June 2021 and listed below, growth in hotel room demand for California’s desert region is forecasted to increase by 17% in 2022 and total room revenue is anticipated to increase by 31% as compared to 2021. Tourism Economics forecasts that hotel demand, occupancy, average daily rates, and revenue per available room will reach 99% of pre- pandemic 2019 levels by 2022 and surpass 2019 results by 3% in 2023. 6 Page 24 of 39 *California Gateway Regions: Central Cost, Central Valley, Deserts, Gold Country, High Sierra, Inland Empire, North Coast, Shasta Cascade. Source: https://industry.visitcalifornia.com/research/report/ca-regional-lodging-forecast--july-2021 Source: https://industry.visitcalifornia.com/research/report/ca-regional-lodging-forecast--july-2021 7 Page 25 of 39 Source: https://industry.visitcalifornia.com/research/report/ca-regional-lodging-forecast--july-2021 As a destination marketing organization, the Visit 29 Palms TBID must continue to prioritize the health and safety of California residents and visitors for many months to come. Through continued reinforcement of safe and responsible travel practices, the Visit 29 Palms TBID can help to mitigate the increases of coronavirus cases in Twentynine Palms and its surrounding communities. The Visit 29 Palms TBID must also remain tuned in to travel consumer sentiment and willingness to travel and expect that when case numbers spike in the City of Twentynine Palms, County of San Bernardino, and the State of California, travel consumer confidence will sharply decline. While the COVID-19 pandemic will continue to impact travel and tourism in Twentynine Palms, the Visit 29 Palms TBID will need to remain diligent in tracking quarterly TBID revenue and response quickly with adjustments to spending as needed. SWOT Analysis Strength • Surrounded by vast public lands that offer unparalleled outdoor recreation opportunities in the California desert region, Twentynine Palms welcomes visitors from over the globe who seek outdoor adventure, and those seeking safe outdoor spaces during the COVID-19 pandemic. 8 Page 26 of 39  • Offering the Morongo Basin’s most diverse collection of lodging options, Twentynine Palms continues to meet the varied needs and wants of today’s travelers. • The Twentynine Palms Marine Corps Air Ground Combat Center serves as a major economic catalyst for the Morongo Basin and Twentynine Palms; visits by family members and friends of military personnel, civilian workers employed at the Combat Center, and business travelers and government officials, drive significant year-round demand for room nights for the lodging properties in Twentynine Palms. • Now well underway and set for completion in spring 2022, the City’s Project Phoenix downtown revitalization project will include a new Community Center and outdoor event stage which will create new opportunities for events and programming to draw more visitors into Twentynine Palms. Project Phoenix will also include a new Joshua Tree National Park Cultural Visitor Center which will be uniquely different from the park’s two other Visitor Centers and will play a significant role in drawing more park visitors to Twentynine Palms in the years to come. Weakness • Currently the City does not have a suitable venue for large special events/festivals. • Compared to its neighboring communities, Twentynine Palms does not yet offer the same variety of key tourist amenities such as retail, shopping, or live music venues. • Direct public transportation to/from the Palm Springs and Ontario international airports remains limited. Opportunities • Twentynine Palms’ downtown area has seen exciting growth in new businesses in the last year, which combined with the competition of Project Phoenix in the spring 2022 will bring a new vibrancy and energy to the downtown area and contribute to drawing more visitors into the city. • Twentynine Palms has a rich and unique history, with a growing arts and culture community that can be strategically marketed to increase tourism. • With stargazing and astronomy growing in popularity, Twentynine Palms is well positioned to attract visitors seeking to experience the dark night skies as the City borders an International Dark Sky Park (Joshua Tree National Park) and is home to Sky’s The Limit Observatory and Nature Center and the 29 Palms Astronomy Club. • Expansion of Twentynine Palms Tourism Business Improvement District to the east would increase the district’s short-term vacation rental inventory and TBID revenue and expand our destinations offerings of unique lodging options. Threats • New surges or waves of COVID-19 cases in Twentynine Palms, San Bernardino County and the State of California have the potential to bring back Stay-At-Home orders and mandatory businesses closures and cause further disruption to travel and tourism. • Travel advisories, travel bans, and border closures are expected to remain ongoing for the duration of the COVID-19 pandemic, with the potential to impact both domestic and international travel. Until international travel returns, Twentynine Palms will continue to feel the impact, especially in the summer season. 9 Page 27 of 39  • The Twentynine Palms tourism industry is vulnerable to future Federal Government shutdowns which can impact activity at the Twentynine Palms Marine Corps Base and Joshua Tree National Park, two of the City’s biggest tourism drivers. MARKETING STRATEGY Marketing Objectives and Strategic Goals Through creative and targeted destination marketing programs and initiatives, the objective of the Visit 29 Palms TBID is to increase awareness for the Twentynine Palms destination and generate increased demand for overnight stays. Qualitative objectives include: • Establish and strengthen Visit 29 Palms’ brand and market positioning, giving the destination a competitive edge and one that appeals to the targeted niche markets. • Continue to build and refine visual storytelling on Visit29.org, utilizing innovative digital technology and creative digital content to engage with a global audience. • Improve social media marketing strategy and efforts to engage with and grow targeted niche markets. • Inspire travelers to view Twentynine Palms as the desert getaway destination for visiting Joshua Tree National Park, Mojave Trails National Monument, Route 66, and the Mojave National Preserve. • Capitalize on the City's proximity to, and relationship with, the Marine Corps Air Ground Combat Center to encourage service members and their families to utilize the tourism amenities in the City of Twentynine Palms, including lodging, restaurants, and attractions. • Promote the city’s tourist amenities and unique travel experiences through targeted digital media marketing efforts, building Twentynine Palms’ reputation as a premier destination in California’s desert region. Strategic Marketing Goals: 1. Promote safe and responsible travel during COVID-19 and support a safe reopening of Twentynine Palms’ tourism industry. A top priority will be to continue to reinforce safe and responsible travel behavior principles to help mitigate the threat of community spread of COVID-19 and to support a safe reopening of local businesses. 2. Promotion of travel and tourism to Twentynine Palms to be focused on the city’s 5 key destination pillars: • Outdoor Recreation • Arts, Culture, History • Health and Wellness • Culinary • Astronomy & Stargazing 10 Page 28 of 39 3. Event Development – A new strategic goal for the TBID’s 2021-2022 year will be to work collaboratively with the City of Twentynine Palms Event Coordinator as well as build relationships with event organizers to bring new events to Twentynine Palms. The special projects category of the TBID’s 2021-2022 marketing budget holds funds that will be used towards establishing new events in the city to help drive tourism. 4. Strategic Partnerships – Leverage all available partnership opportunities through regional/state tourism partners as well as promote the new Visit 29 Palms Partner Program to build meaningful partnerships at the local level and offer businesses the opportunities to align their goals and audiences with the Visit 29 Palms channels and opportunities. 4. Sustainability – Establish Twentynine Palms as a destination that cares for, supports, and protects people and the planet. Visit 29 Palms will celebrate and promote hospitality industry initiatives for sustainable practices, from recycling and water conservation, to reduced single use plastics, and preservation of the dark night sky through responsible lighting. Visit 29 Palms will also work in partnership with the National Park Service, Joshua Tree National Park Association, Leave No Trace Center for Outdoor Ethics, Mojave Desert Land Trust and other conservation focused organizations to help to mitigate visitor impact and preserve our destination’s natural and cultural resources. 5. Expansion of Twentynine Palms Tourism Business Improvement District – Research and identify opportunities to expand district boundaries to both increase available revenue streams and to expand destination offerings. Targeted Marketing While the COVID-19 pandemic continues, Visit 29 Palms TBID marketing efforts will be streamlined to focus on strengthening, growing, and building year-round drive markets and short-haul domestic markets: 1. Strengthen in-state drive markets (Los Angles, San Diego, San Francisco) 2. Grow out-of-state drive markets (Arizona and Nevada) 3. Build short-haul domestic markets (Oregon, Washington, Texas, Utah, Colorado) Domestic Market Overview On average, approximately 60% of visitors traveling to Twentynine Palms are from California, namely from the metropolis cities on Los Angeles, San Diego, San Francisco, and from within the San Bernardino and Orange counties. Other steady, year-round domestic markets are Washington, Oregon, Nevada, Arizona, Texas, Illinois, New York, Massachusetts. North American Market Overview The majority of visitors from the North American region travel to Twentynine Palms and the desert region from Canada, with seasonal but traditionally steady visitation by travelers from the country’s western provinces such as British Columbia and Alberta, as well as the eastern province of Ontario. 11 Page 29 of 39 International Market Overview While still being impacted by the COVID-19 pandemic, Twentynine Palms welcomes a growing international market for the summer months, between June and September. Key international markets include France, Germany, UK, Spain, Italy, Australia, Switzerland, Denmark, Sweden, China, Japan, and India. Accessibility by air travel: 1. Palm Spring International Airport (1 hour) 2. Ontario International Airport (2.5 hours) 3. John Wayne Airport Orange County (2.5 hours) 4. Los Angeles International Airport (3 hours) 5. San Diego International Airport (3.25 hours) Millennial Market For marketing travel and tourism in Twentynine Palms, it is important to understand the needs of this growing market. Millennial travelers are looking for unique and authentic experiences and to immersing themselves in the destination so that they feel like more like a local than a tourist. Since the millennial generation does the majority of trip planning online, social media content plays an influential role in how millennials decide their travel plans which emphasizes the importance for Visit 29 Palms to develop and execute effective social media campaigns. Branding and Positioning A key strategy is branding, with the City of Twentynine Palms using several authentic themes that relate to this destination, such as a desert oasis, a weekend getaway, a desert wilderness experience, a health and fitness space, a place to unwind and relax, a city that cares about its people and planet. Diverse marketing programs need to be employed using several themes to promote the city. The Visit 29 Palms brand should create a broad theme, that Visit 29 Palms is a rural outdoor desert adventure, in a Joshua Tree National Park gateway community, a unique desert outpost, for a great wilderness experience in the Mojave Desert. It offers wide-open spaces, dark night skies, unique lodging and accommodations, for activities such as bird watching, biking, rock climbing, hiking, photography, stargazing, and relaxation in harmony with the Mojave Desert. The city as a brand also has unique history; it supports and embraces the home of the largest Marine Corps training base in the world and honors the military families that were pioneers of Twentynine Palms. The cultural history embraces the Indian tribes that were the first inhabitants of the city and many pioneering families that homesteaded the area. Partnerships City of Twentynine Palms: A key partnership for ensuring the success of the TBID is the primary relationship between the City of Twentynine Palms, its council members and administrative staff, and the TBID members, TBID Advisory Board and staff. Destination marketing efforts should be aligned with and supportive of the goals and objectives of the 12 Page 30 of 39 city, and both entities should collaborate to create a strong visitor-friendly experience in the destination. Twentynine Palms Marine Base: Working together with MCCS and the Marine Corps base to assist Marines relocating to Twentynine Palms, especially during their season in June-August. The military has active Welcome Aboard and relocation programs, and city and TBID marketing should utilize digital and print media to advertise events, attractions, lodging, and restaurants to bring them into the city. Hospitality Businesses: Marketing efforts throughout the year need to be fairly distributed to support all products and services, and marketing campaigns need to have an inclusive element. A key strategic goal for the Visit 29 Palms TBID will be the continued development and expansion of a partnership program that will allow local businesses, restaurants, shops, and attractions to gain more exposure through the Visit 29 Palms marketing campaigns throughout the year. This is a key step in destination development and provide the TBID with an additional income stream throughout the year to support the tourism marketing efforts. Travel and Tourism Industry Partners: Through building and maintaining relationships with key travel and tourism partners such as Visit California, Brand USA, Greater Palm Springs CVB, Visit San Bernardino County and Discover Inland Empire, Visit 29 Palms can leverage all available partnership opportunities, including those relating to media and PR support and outreach and promotion at both travel trade and travel consumer events. Sustainability Increase consumer awareness of environmentally friendly businesses in the City of Twentynine Palms. “The Natural Marketing Institute discovered that 58 percent of consumers consider a company’s impact on the environment in considering where to purchase goods and services, and are more likely to purchase from companies that practice sustainable habits. That translates into a client base of 68 million Americans who are favorably predisposed to companies showing positive track records in personal, social, and environmental values. The Cause Marketing Forum reports that consumers also favor companies that actively support their communities: businesses do well by doing good.” [News and Best Practices for Commercial & Industrial Environmental Professionals, https://www.environmentalleader.com/2016/03/6-benefits-of-becoming-a-sustainable-business/] A destination that is renowned for sustainability has a competitive advantage, for example: “The City of Twentynine Palms supports and protects its people and planet and profits.” For example: “Our National Park (Joshua Tree National Park) protects fauna, flora, land development, endangered species, and dark night skies.” “Our Hospitality Industry together with the city promotes recycling, water conservation, helping the local community by providing jobs for local residents and supporting organizations, such as the local artists of the region and the military troops that serve the U.S., and preserving the dark night sky by fostering good lighting practices.” During the 2018/2019 partial government shutdown the Twentynine Palms Tourism Business Improvement District spearheaded community volunteer efforts for Joshua Tree National Park in Twentynine Palms, kicking off the efforts with a $200 donation for cleaning supplies. 13 Page 31 of 39 The 29 Palms Visitor Center was a designated donation off location and coordinated more than 250 hours of volunteer support during the 35-day shutdown. Efforts were made to maintain the cleanliness of bathrooms and trailheads, and volunteers also assisted visitors in the park, sharing maps and park guides, and general information. Goals: Increase recognition of leading environmentally friendly tourism businesses that support and encourage “green business in hospitality.” Encourage initiatives to reduce water consumption, especially by lodging and restaurants. Promote recycling and reduction in the use of plastic straws and single use plastics. Promote sustainable business travel products and be a responsible host; this promotes voluntary integration of environmental and social good practices in the hospitality business operations. Help educate and encourage local businesses to practice responsible lighting practices to reduce light pollution and help protect the dark desert sky. Reduce the tourism industry’s carbon footprint. • Encourage more bicycle lanes within the city. Shift towards the use of more environmentally friendly forms of transportation for tourism (buses, bicycles, foot and Ubers) both to and within tourist destinations. • Work with relevant tourism agencies to identify ways to improve sustainable practices in tourism locations and visitor venues. • Develop partnerships such as Mojave Desert Land Trust and Joshua Tree National Park Association. • Minimize the production of waste, reduce the use of plastic, promote recycling, and assist the tourism industry to adapt to climate change. Joshua Tree National Park sustainability opportunities: • Explore Responsibly (www.nps.gov/jotr/planyourvisit/exploreresponsibly.htm) This is an important campaign for Visit 29 Palms to support. As the number of people traveling through the national park continues to grow, so do the potential risks, dangers, and damage to the natural resources in the park. • Ranger Programs (www.nps.gov/jotr/planyourvisit/programs.htm) These educational programs offer a great opportunity for visitors to learn more about how humans, wildlife, and vegetation have adapted to survive in the desert, and geologic forces have shaped this arid land. • Every Kid in a Park (www.everykidinapark.gov) The National Park Service offers every 4th grader a free annual park pass, and the city should help promote this opportunity and encourage visiting families to experience the magic that is Joshua Tree National Park. This program runs annually and is available to all children across the country. Leave No Trace Center for Outdoor Ethics (LNT) (www.lnt.org) Visit 29 Palms became a Leave No Trace Community Partner in April 2019, with a commitment to help educate visitors on Leave No Trace skills and ethics. The Leave No Trace Center for Outdoor Ethics protects the outdoors by teaching and inspiring people to enjoy it responsibly. The Center accomplishes this mission by delivering cutting-edge education and research to millions of people every year. 14 Page 32 of 39  Leave No Trace Seven Principles: 1. Plan Ahead and Prepare 2. Travel and Camp on Durable Surfaces 3. Dispose of Waste Properly 4. Leave What You Find 5. Minimize Campfire Impacts 6. Respect Wildlife 7. Be Considerate of Other Visitors © 1999 by the Leave No Trace Center for Outdoor Ethics: www.LNT.org International Dark Sky Association (IDA) www.darksky.org • Support the goals of the International Dark-Sky Association (IDA), a 501(c)(3) organization founded in 1988, dedicated to help stop light pollution and protect the night skies for present and future generations. Joshua Tree National Park received International Dark Sky Park silver designation in August 2017, and the city and Visit 29 Palms tourism organization should take every effort possible to help protect this designation. Mojave Desert Land Trust (MDLT) www.mdlt.org • Support the Mojave Desert Land Trust, a non-profit organization founded in 2006 in Joshua Tree, which has been recognized for its responsible governing and outstanding achievements in land preservation. Visit 29 Palms should support their efforts to preserve and add local scenic Joshua tree forests and lands to Joshua Tree National Park. Marketing Programs Digital Media Marketing – Website Since the launch of the custom built Visit29.org website in the spring of 2018, the TBID has invested heavily in digital marketing campaigns to increase visibility, usage, and engagement on the site, and has increased annual website users by over 650% since 2018. Remaining one of the TBID’s most powerful marketing tool it is critical that the tourism website continue to evolve and expand, with attention to monthly maintenance and content development. Newly added in 2021, Visit29.org offers a live chat feature that connects site users directly with staff at the 29 Palms Visitor Center to offer real-time customer service support to website users who are looking to learn more about Twentynine Palms and plan their visit. A key priority for the TBID’s 2021-22 year will be updating the website’s navigation and design layout to support a mobile-first experience. To help identify other specific opportunities for improved user experience, an online survey campaign will be developed and launched to ask site users directly for their feedback and suggestions for improvement. The website’s key performance indicators will continue to be reviewed and analyzed on a quarterly and annual schedule with maintenance and site updates to follow. 15 Page 33 of 39 The Visit 29 Palms TBID will maintain search engine marketing campaigns for the 2021-2021 year and will work strategically to increase overall website performance and engagement, with the goal of increasing site users, pageviews and pages/session by 10%, and increase Visit29.org outbound link clicks over the course of the year by 10%. Ongoing Strategies: • Establish and track key performance indicators and benchmarks for website performance for Visit29.org, with a quarterly reporting schedule • Study demographic reports to understand where users are coming from and what they are most interested in. • Update and refresh website content on a seasonal basis. • Develop creative social media campaigns to help drive traffic to Visit29.org • Monitor the search feature on the website to better understand what type of content and information users are looking for. • Monitor page reports in Google Analytics to measure, track, and understand what type of content and information on the website is most/least engaging • Maintain an active blog where relevant and seasonal content is published monthly to help drive traffic, improve SEO, and build community and visitor engagement. Expanded content to support MCAGCC • Highlight military special events and special offers on attractions/events. • Highlight pier diem hotels in Twentynine Palms. • Provide information on gate access/visitor center. • Fun facts and trivia about the base. • Links to official MCAGCC resources and community groups/resources. Partner Portal • TBID meeting agenda and quarterly/annual reports and presentations. • Partnership program benefits and opportunities. • Self-service access to event calendars. • Access to media kits and marketing collateral. Key Areas of Content Development: Plan Your Trip / Trip Planner – www.visit29.org/trip-planner/ • Develop seasonal and themed travel itineraries, expand maps, directions, and information on transportation and regional airports. Explore – www.visit29.org/explore/ • Expand information and resources for planning visits to the national parks, monuments, and preserves in the Mojave Desert, with increased focus on responsible recreation. Lodging - www.visit29.org/lodging/ • Continue to improve overall design and layout of lodging landing page; update images and calls to action on a seasonal rotation 16 Page 34 of 39 Restaurants, Shops, and Attractions - www.visit29.org/restaurants/ https://www.visit29.org/attractions/ • Continue to improve overall design and layout of business listings in the restaurants, shops, and attractions categories. Search Engine Marketing To continue to increase visibility in online search results and drive targeted traffic to Visit29.org, monthly paid search campaigns will remain a key digital marketing program for the TBID’s 2021-2022 year. Through strategic keyword targeting, the Visit 29 Palms TBID can ensure it reaches the right audience at the right time and continuously aim to be in the top few search results for related searches. Search engine marketing efforts with Google Ads have played a tremendous role in increasing visibility and traffic to Visit29.org and currently accounts for driving nearly 20% of all site traffic. Paid search campaigns will continue to be themed by season, and closely tracked and adjusted to ensure best results. Digital Display As a key digital marketing program to help increase reach and awareness for Twentynine Palms as a tourist destination, digital display ads will continue to be executed monthly across the Google Display Network. This network includes Google’s own sites such as Gmail and YouTube, and reaches 90% of Internet users worldwide, across millions of websites, news pages, and blogs. Social Media Marketing Travelers want to visualize potential new experiences. How will it make them feel? What photos will they have to share with friends and family afterwards? To stand out in the tourism industry and inspire travelers to book over competitors, social media will be a key strategic marketing tool for experiential storytelling and promotion for the Visit 29 Palms TBID. The Visit 29 Palms TBID will continue to utilize Facebook, Instagram, Twitter, and YouTube to share creative and engaging content, with a strategic goal of increasing the total number of social media impressions and reach by 10% in 2021-2022. Strategically, Visit 29 Palms will utilize its social media channels to build awareness and engagement, drive lead generation and outbound link clicks to business partners, and nurture relationships with partner organizations and new and returning visitor's. FACEBOOK As the top social media platform with a wide demographic reach, a diverse global audience, and a promotional avenue for small businesses, Facebook connects and promotes users/businesses on multiple levels—it is an all-encompassing, globally used, proven and trusted media outlet with over 2.7 billion monthly users. Facebook Opportunities for @Visit29Palms 1. Continue to utilize Facebook ads to effective reach and engage with targeted audiences and to grow channel following. 2. Increase organic engagement through additional use of video and user-generated content. 17 Page 35 of 39 3. Plan quarterly contests/giveaways to increase engagement and grow audience organically. INSTAGRAM With over 1 billion active monthly users, Instagram is one of the most powerful social media platforms for the travel and tourism industry, with many travel consumers now factoring in how “Instagrammable” a travel destination or travel experience is before making decisions. With the platform’s incorporation of hashtags, Instagram plays a powerful role in discovery for travel destinations and with a single click, connects users to an extraordinary image gallery of both user-generated and branded visual content. Key Instagram Opportunities for @Visit29Palms 1. Utilize Instagram ads and strategic hashtags to build awareness and increase engagement with targeted audiences. 2. Prioritize video content and creative, branded use of Stories to increase following and engagement and leverage user-generated content as much as possible. 3. Explore in-app/API advertising options, sell Visit 29 Palms merchandise (when applicable) with “Shoppable" posts. TWITTER Twitter is known as the real-time, public microblogging network where news breaks first, and it is popular for its brevity in characteristic 140-character limit and unfiltered feed. Currently, there are more than 330 million active monthly users on Twitter, making it one of the biggest social networks worldwide. Key Twitter Opportunities for @Visit29Palms: 1. Travel and tourism related Twitter chats can offer great opportunities for TBID organizations to engage with new travel consumers and efficiently create interest and excitement for the destination and should be part of the TBID’s 2021-2022 strategy. 2. Utilize more video-based content to increase engagement and growth of Twitter followers and consider incorporating Twitter’s ads throughout the year to boost content. 3. Utilize branded hashtags to build visibility and awareness for Twentynine Palms and its tourist amenities and leverage user-generated content as much as possible. YouTube YouTube is now the second largest search engine and plays a critical role in discovery for travel destinations. This powerful video-based platform is a great way to share information, education, and entertainment, particularly for the travel and tourism industry. For today’s travel consumers, online travel videos play an important role in helping travelers choose their travel destinations and YouTube offers Visit 29 Palms a great opportunity to reach younger demographics and showcase the unique experiences that Twentynine Palms has to offer. Key YouTube Opportunities for Visit 29 Palms: 1. With an already established YouTube channel, Visit 29 Palms must continue to create and publish original and engaging branded video content to promote the destination. 18 Page 36 of 39 2. By utilizing YouTube’s in-platform paid advertising opportunities, Visit 29 Palms can effectively reach targeted audiences with its branded video content. 3. With website optimization and YouTube page optimization going hand-in-hand, increased attention and investment in Visit 29 Palms’ YouTube channel will also benefit Visit29.org by increasing visibility and driving new traffic. Email Marketing Visit 29 Palms will prioritize e-newsletter marketing programs to engage travel consumers, travel professionals, travel writers and bloggers, and invite visitors to Visit 29 Palms. A strategic goal will be to increase e-news subscribers by 15% over the course of the 2021- 2022 fiscal year and implement pop-up e-news tools on the Visit29.org website. Visit 29 Palms currently uses a Constant Contact email-marketing program, with a base of 2,000+ leads from subscribers through Visit29.org, events, travel shows, and previous campaigns through Sunset magazine and California Road Trips. With new branding established, the Visit 29 Palms TBID will produce monthly emails, promoting weekend getaways, special events, and spotlights on attractions. Visit 29 Palms will also launch its partner email series, sending quarterly updates to all stakeholders and tourism partners. Bloggers and Influencers Working with bloggers and digital influencers is a key marketing strategy for building destination awareness and engaging with target markets. In many cases, for the price of a free night’s lodging or a meal or participation in or support of a FAM tour, earned media in the form of photos and travel articles or blogs by travel writers and bloggers can circulate nationally or internationally for months, if not years. As a strategic goal for 2021-2022, Visit 29 Palms will look to host one blogger/influence per quarter. Broadcast Media Broadcast media marketing programs for 2021-2022 will primarily focus on digital billboard advertising at the Palm Springs International Airport as well as Internet radio campaigns. Visit 29 Palms will be seeking a year-long advertising placement at the Palm Springs International Airport and a minimum of a three-month campaign with iHeart Radio. Twentynine Palms Visitor Center The Twentynine Palms Tourism Business Improvement District will continue to operate the City’s Visitor Center and will continue to work in partnership with the Public Arts Advisory Committee (PAAC) to host the quarterly Art in Public Places exhibitions. The Visitor Center provides a variety of vital visitor resources for out-of-town guests, including maps and brochures, displays highlighting the city’s history and culture, and information on upcoming events. A key initiative for the 2021-2022 year will be resuming special events and community gatherings at the Visitor Center. The Twentynine Palms Visitor Center is open seven days a week, from 10 AM to 4 PM Monday through Friday, and 9 AM to 2 PM on Saturday and Sundays and is located at the corner of Hwy 62 and Desert Queen Ave in downtown Twentynine Palms. 19 Page 37 of 39 Administration Tourism Business Improvement District Advisory Board The 5-member TBID Advisor Board must consist of owners and operators of lodging properties in the city and must have balanced representation from all segments of the city’s market, including large national brand hotels, independent hotels/motels, and vacation home rentals. The Advisory Board is appointed by City Council and has an elected Chair, and Vice Chair. Subcommittees Subcommittees made up of no more than two Advisory Board members can be formed to help support special projects and initiatives. Subcommittees have previously been created to support the TBID’s annual meeting, and the TBID’s marketing budget and plan development. The TBID had identified the need to develop additional subcommittees in 2021-2022 to assist with event and partner program development. Staff Reporting directly to the City Manager TBID Advisory Board, the TBID’s Director of Marketing is responsible for day-to-day marketing activities and the execution of the annual marketing plan and budget. The TBID’s Director of Marketing also oversees and manages all contract services as well as the daily operations of the City’s Visitor Center and its staff. Contract Services When needed, the TBID can use a variety of contract services to help achieve its marketing goals and objectives and has traditionally utilized contract services for digital marketing programs and video/content development. Firms or individuals hired to provide contract services for the Visit 29 Palms TBID report to and work directly with the TBID’s Director of Marketing. Finance TBID tax revenue generated by the self-assessed 1.5% tourism tax is collected and held by the finance department at the City of Twentynine Palms who assists with all aspects of financial reporting for the Visit 29 Palms Tourism Business Improvement District. 20 Page 38 of 39  TBID REVENUE BUDGET 2020-21 2020-21 2020-21 2021-22 Approved Budget YTD through April Adjusted Budget Proposed Budget May 13, 2021. July 26, 2021. 4125 REVENUE: Visit 29! Tourism Assessment Fee 1.5% $ 175,000 $ 134,971 $ 252,000 $ 265,000 4150 REVENUE: Income from Merchandise for Resale $ 500 $ 280 $ 500 $ 500 4245 INTEREST: $ 900 $ 900 REVENUE: Partnership Program $ 2,500 $ 1,500 $ 2,500 $ 3,500 4890 REVENUE: SBC COVID-Compliant Partnership Program Total Revenue: $ 178,000 $ 136,751 $ 255,900 $ 269,900 TBID EXPENDITURES SALARIES & BENEFITS 5110 Marketing Director Salary $ 70,845 $ 42,941 $ 74,000 $ 74,000 5120 Visitor Center Assistant $ - $ - $ 10,000 $ 6,000 5250 Health Benefits $ 12,316 $ 6,968 $ 12,316 $ 12,316 5251 Retirement Benefits $ 5,478 $ 3,334 $ 5,478 $ 5,478 5252 Workers Comp $ 3,542 $ 1,718 $ 3,542 $ 3,542 5254 Unemployment $ 305 $ 151 $ 305 $ 305 6241 OFFICE SUPPLIES $ 1,200 $ 412 $ 1,200 $ 1,200 6244 MISCELLANEOUS $ 10,000 $ 246 $ 4,000 $ 5,000 6245 CONTINGENCY $ 10,000 $ 10,000 $ 10,000 $ 10,000 6251 TRAVEL & ENTERTAINMENT $ - $ - 6281 COVID-19 SAFETY MEASURES $ 2,500 $ 259 $ 2,500 $ 2,500 6291 VISITOR CENTER BUILDING MAINTENANCE & OPERATIONS $ 1,200 $ 390 $ 1,200 $ 600 6340 MERCHANDISE FOR RESALE $ - $ - 6343 VIDEO PRODUCTION $ - $ - $ 20,000 $ 24,000 6344 BROADCAST MEDIA $ - Digital billboards/advertising (Lamar) $ 7,500 $ 10,000 $ 13,000 6345 REGIONAL PRINT ADS $ - $ - $ - 6346 TOURISM PRINT ADS $ - $ - $ - 6347 TRADE CONVENTIONS, MEMBERSHIPS & TRAVEL EXPENSES $ - $ - $ - $ 800 6348 TRAVEL SHOWS $ - $ - $ - 6353 CONTRACT SERVICES Marketing Firm $ - $ - $ - Marketing Specialist $ - $ - $ - Social Media Specialist $ - $ - $ - Influencers/Bloggers $ - $ 3,000 $ 10,000 $ 10,000 6356 INTERNET MARKETING & WEBSITE Internet Radio $ 5,500 $ 5,500 Internet Advertising, Social media ads across platforms ($150/mo) $ 1,800 $ 635 $ 5,800 $ 12,200 Internet Marketing Software (Adobe Creative Cloud) $ 650 $ 600 $ 650 $ 700 Website Redesign, Consulting, Web fixes, tech updates $ 2,000 $ 1,050 $ 2,000 $ 6,000 Website, Wordpress & Plugins security updates $ - $ - $ 2,000 $ 4,000 Website Hosting/Domain Renewal $ 650 $ 1,144 $ 1,200 $ 1,500 ConstantContact Email Marketing $ 780 $ 602 $ 780 $ 780 MCCS/MCAGCC LifeIn29 $ - $ - $ - - Google Ad Words $ 2,400 $ 2,308 $ 11,200 $ 18,000 VisitCalifornia.com banner ad $ 2,000 $ - $ 2,000 $ 2,000 6371 SPONSORSHIP/COMMUNITY EVENTS $ - $ 15,000 $ 20,000 $ 20,000 6518 MARKETING EQUIPMENT $ - $ - $ - #### SPECIAL PROJECTS $ - $ - $ 40,000 $ 30,000 $ 127,666 $ 98,259 $ 255,671 $ 269,421 Total Approved Budget $ 178,000 $ 255,900 Total Revenue $ 178,000 $ 134,971 $ 255,900 $ 269,900 Total Expenses $ 127,666 $ 98,259 $ 255,671 $ 269,421 Surplus/Deficit $ 50,334 $ 36,712 $ 229 $ 479 Page 39 of 39