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, August 8, 2024 REGULAR SESSION AGENDA 3:30 P. M. TELECONFERENCE Mehta Residence 13080 Norcia Drive, Rancho Cucamonga, CA, 91739 CALL TO ORDER Pledge of Allegiance. Roll Call. Swearing in of new TBID Advisory Boardmember. CHANGES TO AGENDA PRESENTATIONS 1 Presentation by Eric Menendez on Regional Tourism Collaboration. BUSINESS 2 Approval of Minutes for the June 20, 2024, Tourism Business Improvement District 3-5 Meeting. Twentynine Palms Tourism Business Improvement District Meeting - 20 Jun 2024 - Minutes - Pdf 3 Visit 29 Palms TBID Marketing Updates. 7 - 12 Visit 29 Palms TBID Marketing Updates August 8 2024 Page 1 of 28 PUBLIC COMMENTS DISCUSSION AND POTENTIAL ACTION ITEMS 4 Discussion and Review of Visit 29 Palms Tourism Business Improvement District's 13 - 28 Drafted Marketing Plan and Budget for 2024-25 Fiscal Year. Visit 29 Palms TBID FY 24-25 Drafted Marketing Plan & Budget BOARDMEMBER COMMENTS DIRECTOR OF MARKETING COMMENTS CITY MANAGER 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., August 5, 2024. Cindy Villescas CMC, City Clerk Time/Date Page 2 of 28  TWENTYNINE PALMS TOURISM BUSINESS IMPROVEMENT DISTRICT REGULAR MEETING MINUTES City Hall, 6136 Adobe Road, Twentynine Palms, CA 92277 www.29palms.org / www.Visit29.org June 20, 2024 CALL TO ORDER: Chair Mehta called the meeting to order at 3:32 p.m. Pledge of Allegiance was led by City Manager James. Roll Call. The following Boardmembers were present: Mehta, Quinteros, Ramsey. Vice Chair Grunt had an excused absence. CHANGES TO AGENDA: None PRESENTATIONS 1. Presentation by Cusp Agency's Gopi Sangha for a High Desert Jazz Festival in Twentynine Palms. Gopi Sangha provided an overview of the Cusp Agency's background and experience producing events, and introduced the High Desert Jazz Festival event concept which would be a new, multi-day event for Twentynine Palms, potentially proposed for 2025. BUSINESS Approval of Minutes of the February 29, 2024 Tourism Business Improvement District Meeting with Closed Session. A motion was made by Boardmember Quinteros, seconded by Boardmember Ramsey to approve the Minutes for the Feburary 29, 2024 Tourism Business Improvement District Meeting with Closed Session. The above motion was carried by the following roll call vote: YES: Mehta, Quinteros, Ramsey NO: None CARRIED. Approval of Minutes of the April 25, 2024 Tourism Business Improvement District Meeting. A motion was made by Boardmember Ramsey, seconded by Boardmember Quinteros, to approve the Minutes for the April 25, 2024 Tourism Business Improvement District Meeting. The above motion was carried by the following roll call vote: YES: Mehta, Quinteros, Ramsey NO: None Page 1 of 3 Page 3 of 28  Twentynine Palms Tourism Business Improvement District Meeting June 20, 2024 CARRIED. 4. Visit 29 Palms Marketing Updates TBID Director Dusastre presented the TBID's January - March '23 second quarter assessment revenue results which saw revenue collection by the city's vacation rentals surpass that of the hotel/RV segment for the very first time. Dusastre provided an update on year-to-date results and insights, and shared insights from the newly updated regional lodging forecast by Tourism Economics for Visit California which projects a softening of room demand for the desert region for the remainder of 2024. Dusastre's updates included a recap on the IPW travel trade conference, new earned and paid print media features, updates on the Visitor Center and recent community mixer, and concluded with a spotlight on the next series of upcoming events that the TBID has sponsored. Boardmember Ramsey thanked Dusastre for her updates, and Chair Mehta asked Dusastre to share additional comments relating to sponsored events, and the post-event reporting and post-event calls being done with the TBID Events Subcommittee and recent grant recipients. PUBLIC COMMENTS Cindy Bernard, Twentynine Palms, shared the details of the upcoming Town Hall, presented by The Desert Trumpet, which will be held at the Twentynine Palms Community Center on June 29, 2024. Audrey Philpot, Twentynine Palms, shared her excitement for the High Desert Jazz Festival concept, and announced that she had brought to the meeting posters for the upcoming Freedom Daze 29 event. Terence Latimer, Twentynine Palms, shared details of the Dine 29 Food Festival and Restaurant Week planned for September, and spoke about the desire to have TBID support and collaboration. DISCUSSION AND POTENTIAL ACTION ITEMS 6. Palm Springs Life Advertising Proposal Palm Springs Life media, marketing, and sponsorship representative, Liz Utley, presented a three-part advertising proposal to the TBID Advisory Board, outlining a two-page advertorial opportunity in the annual Palm Springs Life Desert Living Guide, a full-page advertisement opportunity in the Desert X magazine, and a digital media package which would include advertising placements on the Palm Springs Life website, social media, and targeted email newsletter. Boardmember Ramsey shared his feedback on how highly he values the Palm Springs Life brand and interest in connecting and collaborating with the editors, writers, and photographers who would be putting the proposed two-page advertorial together. Ms. Utley answered questions from Boardmember Quinteros and Chair Mehta on distribution, pricing, and scheduling, followed by comments from City Manager James who spoke highly of his personal experience working with Palm Springs Life in his previous position with Cathedral City. A motion was made by Boardmember Ramsey, seconded by Boardmember Quinteros, to approve a two-page advertorial in the annual Palm Spring Life Desert Living Guide for $11,940. The above motion was carried by the following roll call vote: Page 2 of 3 Page 4 of 28  Twentynine Palms Tourism Business Improvement District Meeting June 20, 2024 YES: Mehta, Quinteros, Ramsey NO: None CARRIED. 7. Visit 29 Palms Tourism Business Improvement District Annual Reauthorization Timeline Following review of the upcoming reauthorization timeline, Boardmember Ramsey and Chair Mehta volunteered to form and participate on the subcommittee that will be tasked with working with the TBID Director on the development of an updated marketing plan and budget for the TBID's 2024-2025 fiscal year. BOARDMEMBER COMMENTS: None DIRECTOR OF MARKETING COMMENTS: None 8. CITY MANAGER COMMENTS City Manager Stone James opened his comments by expressing thanks to the TBID Advisory Board for the expertise they bring, and the time and energy they have invested. City Manager James encouraged the Boardmembers to think about long-term strategic planning, and spoke highly of the events that have been funded through the TBID's Sponsorship and Event Grant Program, noting the importance of social media promotion. FUTURE BOARDMEMBER INITIATED ITEMS: None ADJOURNMENT: Chair Mehta adjourned the meeting at 5:09 p.m. 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., June 17, 2024. Cindy Villescas CMC, City Clerk Time/Date Page 3 of 3 Page 5 of 28 Page 6 of 28  Tourism Business Improvement District Advisory Board Meeting August 8, 2024 Page 7 of 28  INDUSTRY EVENTS & PARTNERSHIPS 8/5/2024 Brand USA Mega FAM | September 2024 Brand USA MegaFams are large-scale familiarization tours organized by Brand USA to showcase the diverse attractions and experiences available across the United States with tours designed for international travel agents and tour operators. This is an incentive- based FAM, with agents winning a place on the trip by logging direct flight bookings from the UK to the US and California on American Airlines, British Airways and Aer Lingus, with an itinerary developed to promote the now twice daily direct British Airways route to San Diego, and the road trip between California and Arizona. Thanks to Visit 29 Palms’ partnership with the Visit California UK office, Twentynine Palms will have the opportunity to host this 12-member FAM group for a one-night stopover as part of the San Diego – Scottsdale itinerary. Visit California Los Angeles Media Reception | October 2024 Visit 29 Palms is honored to be selected by the Visit California PR team for an exclusive Media Reception in Los Angeles this October. This prestigious event offers a powerful opportunity and platform to network and pitch stories to top-tier travel and lifestyle media professionals based in the LA market, along with select regional and drive-market media. Page 8 of 28  8/5/2024 NEW EARNED MEDIA HIGHLIGHTS Increased earned media attention continues, reflecting a positive shit in narrative, and the growing recognition and appeal of our unique destination. Page 9 of 28 3  SPONSORSHIP & EVENT GRANT PROGRAM 8/5/2024 With a great lineup of upcoming festivals and events supported by the Visit 29 Palms Sponsorship and Event Grant Program, Twentynine Palms is positioned for one of its best fall/winter event seasons yet. August 2024 October 2024 Area 29 Galactic Gathering Night Sky Festival City-Wide | Aug 8-13 Sky’s The Limit | Oct 4-5 Chuck Caplinger’s Desert Memories Hwy 62 Open Studio Art Tours Desert General Store | May 31 – Aug 31 Basin-Wide Studios | Oct 5-6, 12-13, 19-20 September 2024 Art After Dark 29 Queer Film Festival Basin-Wide Venues | Oct 5-6, 12-13, 19-20 Theatre 29 | Sept. 20-22 Desert Ship Overland Festival Connected Landscapes Outpost 29 | Dates TBD Freedom Plaza & Joshua Tree NP | Oct 11-13 Joshua Tree Music Festival JT Lake RV & Campground | Oct 10-13 Page 10 of 28 4  SPONSORSHIP & EVENT GRANT PROGRAM 8/5/2024 With a great lineup of upcoming festivals and events supported by the Visit 29 Palms Sponsorship and Event Grant Program, Twentynine Palms is positioned for one of its best fall/winter event seasons yet. November 2024 December 2024 Joshua Tree National Park Art Exposition Climb Smart 29 Palms Art Gallery | Nov 2-30 Indian Cove & Joshua Tree National Park | Dec 6-8 29 Palms Rock Rumble Royale Joshua Tree Half Marathon Freedom Plaza & Joshua Tree National Park | Dec 13-14 JT Lake RV & Campground | Nov 2 Twentynine Palms Book Festival February 2025 Freedom Plaza + City-Wide | Nov 8-9 Joshua Tree 55 Knott’s Sky Park & Joshua Tree National Park | Feb 1 Joshua Tree Music Festival JT Lake RV & Campground | Oct 10-13 Add your upcoming events to our calendar! Visit29.org/events/submit-event Page 11 of 28 5  VISIT 29 PALMS TBID REAUTHORIZATION 8/5/2024 The Visit 29 Palms Tourism Business Improvement District was established in 2017 under the Parking and Business Improvement Area Law of 1989, which authorizes cities to establish business improvement areas for the purpose of promoting tourism. Under the 1989 Law, TBID’s are authorized for one-year terms, requiring annual reauthorization. Outlined below is the updated timeline for the Visit 29 Palms TBID to seek reauthorization for the upcoming 2024-2025 fiscal year which would run from October 1, 2024, through to September 30, 2025. TBID Advisory Board Approval of FY24-25 Budget & Plan: August 8, 2024 A TBID Advisory Board Subcommittee made up by two Boardmembers and TBID Staff develops and presents recommendations for a one-year budget and tourism marketing plan for FY24-25 for TBID Advisory Board approval. City Council Approval of FY24-25 Budget & Plan: September 10, 2024 TBID presents annual report and proposed expenditures and marketing activities for FY24-25 for City Council approval. If approved, City Council Adopts a Resolution of Intent to levy the 1.5% TBID assessment for the FY24-25 and schedules a Public Hearing. Public Hearing: September 24, 2024 City Council to hold a Public Hearing on the reauthorization of the Visit 29 Palms TBID whereby lodging stakeholders speak in favor of, or against, the TBID’s reauthorization. Page 12 of 28 6  Visit 29 Palms Twentynine Palms Tourism Business Improvement District 2024-2025 Tourism Marketing Plan & Budget Presented by the Tourism Business Improvement District Advisory Board: Rakesh Mehta, Chair Heidi Grunt, Vice Chair Maria Madrid, Boardmember Ashton Ramsey, Boardmember DRAFT 7/5/2024 Page 13 of 28  TABLE OF CONTENTS EXECUTIVE SUMMARY ................................................................................................... 3 MARKETING STRATEGY .................................................................................................. 5 MARKETING PROGRAMS. .......................................................................................... 12 GOALS, METRICS, KPI’S .............................................................................................. 13 CITY OF 29 PALMS VISITOR CENTER .......................................................................... 14 ADMINISTRATION ........................................................................................................ 15 BUDGET ....................................................................................................................... 16 2 Page 14 of 28 EXECUTIVE SUMMARY Visit 29 Palms Tourism Business Improvement District Overview Branded as Visit 29 Palms, the Twentynine Palms Tourism Business Improvement District (TBID) was established in October 2017 to increase awareness, interest, and positioning of the city as a premier travel destination. Operating under the Parking and Business Improvement Area Law of 1989, the Visit 29 Palms TBID is formed through a public-private partnership between the City of Twentynine Palms and the lodging operators and owners within the district. The TBID executes creative destination marketing programs to drive tourism, funded entirely by the revenue generated by the 1.5% self-assessed TBID assessment levied across lodging properties within the district, excluding those on the Marine Base. Destination Market Overview Twentynine Palms is a small rural city in San Bernardino County, located along the southeastern range of California’s Mojave Desert. This charming city, welcoming 800,000+ overnight visitors annually, is home to Joshua Tree National Park Headquarters, the historic Oasis of Mara, and a brand-new park Visitor Center. As the main north entrance to Joshua Tree National Park, Twentynine Palms plays a pivotal role in providing access to this stunning natural wonder, which now attracts over 3 million visitors a year from around the globe. It is recognized as the official gateway to the newly designated Mojave Trails National Monument and proudly hosts the Twentynine Palms Marine Corps Air Ground Combat Center, established in 1952. Twentynine Palms has entered a new era, marked by a revitalized downtown, an influx of new businesses, and a new National Park visitor center. The city's strong lodging infrastructure and new developments position it for continued growth and success in the tourism sector, with a vibrant and evolving community ready to welcome visitors to its unique blend of natural beauty, cultural heritage, and modern amenities. As our destination continues to develop, and through diversifying our attractions and enhancing the visitor experience, and building on our new momentum, we can further establish Twentynine Palms as a premier destination in California's desert region. Lodging Market Overview Overall, Twentynine Palms continues to offer the largest diversity of lodging options, making it the premier lodging market in the Morongo Basin. Hotel Overview Twentynine Palms continues to lead the hotel market in the Morongo Basin with a substantial inventory of 596 traditional hotel rooms, representing the highest concentration in the region. While exempt from TOT/TBID assessment, when factoring in the 111 rooms from the Inns of the Corps located at the Marine Corps Air Ground Combat Center (MCAGCC), the total rises to 707, further cementing its position as the predominant lodging destination. In contrast, Yucca Valley provides approx. 295 rooms across its hotels/motels, Joshua Tree offers a more eclectic mix of 116 rooms, and Pioneertown, known for its historic Western charm, has a smaller inventory with 19 rooms. Not only has Twentynine Palms maintained its leading position in this market, but it has also attracted new investments and developments, with Hotel Wren and RESET Hotel expected to open in late 2024 and early 2025. 3 Page 15 of 28 RV Overview With the capacity to accommodate over 170 recreational vehicles, the RV resort in Twentynine Palms stands as the largest in the region, offering unparalleled space and amenities for visitors. Vacation Rental Overview Despite being outpaced by neighboring communities in the Morongo Basin, Twentynine Palms remains a significant player in the vacation rental market. The region experienced a surge in new inventory during the pandemic, contributing to oversaturation in the market. Recently, Twentynine Palms has seen a 10% decrease in vacation rental inventory, currently standing at 417 properties. However, the quality and diversity of the offerings remain robust, ensuring that Twentynine Palms continues to attract visitors seeking unique and comfortable accommodations. The market is still undergoing corrections, but Twentynine Palms' strong product offering positions it well for future growth. SWOT ANALYSIS Strengths • Proximity to Joshua Tree National Park, Mojave National Preserve, and Mojave Trails National Monument. • Diverse lodging options and new hotel developments coming soon, including Hotel Wren, RESET Hotel, and Hilton Home2Suite • Year-round room demand supported by the Twentynine Palms Marine Corps Air Ground Combat Center • Freedom Plaza has contributed to a revitalized downtown, driving economic growth and new business investments. Weakness • Absence of a clearly defined identity. • Need for additional signature events to boost tourism during shoulder and off- seasons. • Growth in tourist amenities like retail and dining still lags behind neighboring communities. • Limited public transportation and car rental availability. • The perception of Joshua Tree overshadowing Twentynine Palms. Opportunities • Promoting extended stays and encouraging visitors to explore beyond Joshua Tree National Park. • Utilizing Freedom Plaza for diverse events and conferences. • Leveraging the city’s arts and culture community to attract tourists. • Capitalizing on the popularity of stargazing and dark sky tourism. • Increasing sustainable travel practices and eco-friendly initiatives. Threats • Economic uncertainties and inflation impact travel decisions. • Competition from neighboring communities. 4 Page 16 of 28  • Vulnerability to federal government shutdowns affecting park and base visitation. • Climate change and natural disasters affect access and resources. MARKETING STRATEGY Goals & Objectives 1. Enhance Brand Awareness: Elevate the recognition of Twentynine Palms as a unique travel destination through targeted marketing campaigns. 2. Increase Visitor Engagement: Develop engaging content, experiences, and events that captivate potential visitors and encourage them to choose Twentynine Palms for their next trip. 3. Boost Overnight Stays: Implement strategies that drive overnight room demand and longer lengths of stay, benefiting local lodging properties and the broader economy. 4. Strengthen Partnerships: Foster collaborative relationships with stakeholders, local businesses, and regional tourism partners to amplify our reach and impact. Branding and Positioning Twentynine Palms offers visitors a uniquely rural desert experience with incredible opportunities to 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 attracts and inspires artists, musicians, and creatives from around the world. Branding and positioning of Twentynine Palms must support the multi-faceted appeal of the destination - an oasis where one can explore and unwind, steeped in rich history, culture, and natural beauty, offering unique experiences for adventure seekers, history enthusiasts, wellness pursuers, and culinary explorers alike. Brand Identity Twentynine Palms is the vibrant heart of the Morongo Basin, where the spirit of adventure, creativity, and timeless beauty come together. It is a place of infinite possibilities, rich history, and boundless open spaces, redefining itself as a premier destination for art, exploration, business, and tourism. Brand Narratives Art and Cultural Renaissance Hub: • Positioning: Twentynine Palms is the birthplace of public art in the high desert and the burgeoning epicenter for artists, musicians, and creatives. The city is redefining the High Desert experience, offering a vibrant and dynamic atmosphere where art and culture thrive. • Elements: Promote local galleries, public art installations, and cultural festivals. 5 Page 17 of 28  • Showcase the contributions of local artists, musicians, and businesses to the city's creative landscape. • Activities: Support artist residency programs, open studio tours, and collaborative art projects. Highlight local art, music, and entrepreneurial endeavors that enhance the city's cultural fabric. Gateway to Joshua Tree National Park: • Positioning: The original and most authentic gateway to Joshua Tree National Park and new Visitor Center in Freedom Plaza. • Elements: Highlight proximity to Joshua Tree National Park, unique park features by the north entrance, and exclusive experiences. • Activities: Develop park-centric itineraries and promote ranger-led tours and eco-tourism initiatives. Exploration, Adventure, and Infinity: • Positioning: Twentynine Palms is the ultimate starting point for epic desert adventures, where the vast desert meets endless possibilities. It’s a place that embodies the "Edge of Infinity" and the "Backyard of 100 Miles of Nothing," showcasing the untouched beauty and boundless opportunities of the high desert. • Elements: Highlight stargazing, wide-open spaces, and thrilling desert adventures. Emphasize the city’s unique landscape and its potential for exploration. • Activities: Promote hiking, rock climbing, and off-roading experiences. Organize stargazing events, desert marathons, and off-road adventures that draw on the area's natural allure. Oasis of the High Desert: • Positioning: A serene retreat with lush landscapes and tranquil settings. • Elements: Promote wellness retreats, spa services, and desert gardens. • Activities: Host wellness weekends, yoga retreats, and nature walks. Historical Significance: • Emphasize Twentynine Palms' rich history as the original gateway to Joshua Tree National Park and its military heritage. • Celebrate the city's past while highlighting its transformation into a modern, exciting destination. Destination Pillars Branding and advertising programs developed to build awareness and create interest in traveling to Twentynine Palms will continue to support the multi-faceted appeal of the city and are to be centered and themed around the destination’s five pillars: 1. Outdoor Recreation 2. Health and Wellness 3. Arts, Culture, History 6 Page 18 of 28  4. Stargazing and Astronomy 5. Culinary Target Markets & Audiences To sustain and grow tourism in Twentynine Palms, our strategy will focus on targeting four distinct audience groups through tailored marketing efforts. By understanding the unique motivations, interests, and booking behaviors of each group, we can craft compelling campaigns that resonate with their specific needs. From adventure seekers and national park lovers to seasonal sun chasers and international visitors, we offer diverse experiences that highlight the natural beauty, cultural richness, and recreational opportunities of our region. By participating in travel trade events, hosting familiarization tours, and leveraging digital marketing, we aim to increase visitor engagement and drive sustained growth. Our collaborative efforts with regional partners and targeted outreach through social media, content marketing, and influencer partnerships will position Twentynine Palms as a premier destination for both domestic and international travelers. Target Audience Group #1 Hipsters / Thrill Seekers / Flashpackers / Outdoor Enthusiasts / Off-the-Grid Travelers Demographics • Age Range: 25-45 • Primary Markets: Los Angeles, San Diego, San Fransico, plus nearby metro centers • Group Composition: Couples, groups of friends, families with children • Income Level: Middle to upper-middle income • Occupation: Young professionals, creative industry workers Psychographics • Lifestyle: Busy urbanites seeking quick escapes, adventure enthusiasts, social media savvy. • Interests: Outdoor activities, trendy events, dining, local culture. • Values: New experiences, quality time with loved ones, convenience. Behavioral Characteristics • Travel Motivation: Impulse getaways, need for a change of scenery, desire to explore the outdoors. • Booking Habits: Last-minute bookings, often through mobile apps and travel websites • Activities Sought: Short hikes, scenic drives, Joshua Tree National Park, pop-up events, local dining and shopping. • Key Attributes: Seek quick, easy-to-plan trips with a focus on experiences and social media-worthy moments. Branding and Positioning • Brand Identity: Twentynine Palms as the ultimate adventure hub, an oasis for the modern explorer where thrill meets tranquility. 7 Page 19 of 28 Marketing Strategies & Programs • Digital Campaigns: Utilize targeted Google campaigns and social media ads showcasing weekend itineraries, pop-up events, scenic attractions, stunning visuals of outdoor adventures, and trendy local spots. Share user-generated content from visitors who highlight exciting experiences. • Influencer Partnerships: Collaborate with travel and lifestyle influencers who can share their weekend getaways to Twentynine Palms. Focus on activities like hiking in Joshua Tree, scenic drives, and local pop-up events. • Event Marketing: Promote special weekend events such as outdoor concerts, farmers markets, and food festivals. Highlight unique experiences like stargazing events and local art shows. • Email Marketing: Send out newsletters featuring curated weekend trip ideas and new attractions/businesses to keep the audience engaged. • Airports: These travelers frequently fly for weekend getaways and short vacations. Airport advertising can capture their attention as they plan their next adventure. • Outdoor Billboards: This group is likely to respond to visual, eye-catching advertisements that highlight quick and exciting getaways. Billboards along major highways and urban centers are a great way to capture their interest. Target Audience Group #2 National Park Lovers / RVers / Eco-Adventurers / International Visitors Demographics • Age Range: 25-60 • Primary Markets: Broader U.S., and international markets (Canada, Europe, Asia, Australia, Mexico, Central America) • Group Composition: Couples, families • Income Level: Middle to upper-middle income • Occupation: Varied, including professionals, retirees, students Psychographics • Lifestyle: Nature enthusiasts, planners, eco-conscious explorers, educational seekers • Interests: National parks, hiking, ecotourism, local cultures, photography • Values: Environmental conservation, supporting local economies, educational travel Behavioral Characteristics • Travel Motivation: Visiting multiple national parks, seeking educational experiences, enjoying nature and local cultures • Booking Habits: Planned in advance, often use travel guides, tour operators, and planning resources • Activities Sought: Visiting popular sights and iconic hiking trails in national parks, exploring local towns, dining at locally owned restaurants, attending educational tours and workshops • Key Attributes: Value-rich, immersive experiences that allow them to connect with nature and local communities 8 Page 20 of 28 Branding and Positioning • Brand Identity: Twentynine Palms as the ultimate national park gateway, a haven for eco-conscious travelers and road trippers. Marketing Strategies • Content Marketing: Create detailed blog posts and guides on the Visit 29 Palms website highlighting road trip itineraries, national park tours, and eco-friendly travel tips. Share stories about the history and unique ecology of the region to attract nature and educational seekers. • Partnerships: Collaborate with national park visitor centers and travel organizations to feature Twentynine Palms as a must-visit destination. Work with eco-tourism agencies to promote sustainable travel experiences. • Educational Programs: Promote educational tours, workshops, and talks on local ecology, geology, and history to enhance the visitor experience. Partner with local experts to offer guided tours and hands-on activities. • Print Advertising: Place ads in national park magazines and travel guides that appeal to this segment. Distribute brochures and informational material at national park visitor centers and eco-tourism events. • Airports: This audience often includes international travelers and domestic visitors who fly to reach various national parks. Airport ads can highlight Twentynine Palms as a gateway to Joshua Tree and other nearby attractions. • Outdoor Billboards: Road trippers and eco-adventurers are often on the road, making billboards along popular driving routes highly effective. Highlighting proximity to Joshua Tree and unique local experiences can attract this audience. • Travel Trade Events: Participate in state, national, and international travel trade events to network with tour operators, travel agents, and international travel media. • FAM Tours: Host familiarization tours for international travel media, tour operators, and influencers to showcase Twentynine Palms. • Co-ops with Regional Partners: Leverage cooperative marketing efforts with regional tourism partners to promote Twentynine Palms as part of broader travel itineraries. • Event Marketing: Promote National Park-themed festivals, events, and art exhibits. Target Audience Group #3: Creative Retreat Seekers / Artists / Writers / Photographers / Health and Wellness Seekers Demographics • Age Range: 25-60 • Primary Markets: Los Angeles, San Diego, San Fransico, plus other metro centers with creative hubs and wellness communities • Group Composition: Solo travelers, small groups, wellness retreat participants • Income Level: Middle to high income • Occupation: Creative professionals, wellness practitioners Psychographics • Lifestyle: Professionally driven, wellness-oriented, seeking inspiration and relaxation • Interests: Creative practices, wellness activities, nature exploration • Values: Inspiration, mindfulness, holistic well-being 9 Page 21 of 28 Behavioral Characteristics • Travel Motivation: Seeking peaceful, inspiring environments, holistic experiences, and creative inspiration • Booking Habits: Planned in advance, often coordinated by retreat organizers or through personal planning • Activities Sought: Creative workshops, wellness practices (yoga, meditation), nature exploration, local cultural activities • Key Attributes: Looking for peaceful, inspiring environments and holistic experiences Branding and Positioning • Brand Identity: Twentynine Palms as a serene retreat for creativity and wellness and an inspiring sanctuary for artists and wellness seekers. Marketing Strategies & Programs • Content Marketing: Develop blog posts and guides on the Visit 29 Palms website highlighting creative retreats, wellness workshops, and unique accommodations. Feature stories and testimonials from artists and wellness practitioners who have found inspiration in Twentynine Palms. • Digital Campaigns: Use targeted digital ads and social media campaigns to reach creative communities and wellness seekers. Highlight peaceful landscapes, unique accommodations, and upcoming creative and wellness events. • Partnerships: Collaborate with creative retreat organizers, wellness centers, and art institutions to promote Twentynine Palms as an ideal retreat destination, and build relationships with local artists and wellness practitioners who offer exclusive workshops and retreats. • Event Marketing: Host familiarization tours for creative professionals and wellness retreat organizers to showcase Twentynine Palms’ unique offerings. Promote art shows, wellness festivals, mindfulness retreats and creative workshops to attract visitors. Target Audience #4: Seasonal Sun Chasers / Snowbirds / Multigen Memory Makers Demographics: • Age Range: 35-75 (parents and grandparents), 5-18 (children) • Primary Market: Northern and Midwestern U.S., Canada • Group Composition: Retirees, remote workers, solo travelers, couples, families • Income Level: Middle to upper-middle income • Occupation: Retired professionals, remote workers, semi-retired individuals Psychographics: • Lifestyle: Seeking warmth, culture, and relaxation, value family bonding time, flexible travel schedules • Interests: Nature, cultural events, community activities, wellness • Values: Comfort, community, immersive experiences, quality family time 10 Page 22 of 28 Behavioral Characteristics: • Travel Motivation: Escaping cold climates, enjoying mild winters, exploring new places, family reunions, and milestone celebrations • Booking Habits: Advance planning for longer stays, use of travel deals and extended stay discounts, group discounts and family packages • Activities Sought: National Parks, local cultural events, community activities, local dining and shopping, participating in group tours and booking family-friendly outdoor activities • Key Attributes: Seeking a home-away-from-home experience, local culture and community, affordable long-term stays, comfort and convenience. Branding and Positioning: • Brand Identity: Twentynine Palms as a warm, welcoming escape for families and retirees, offering a perfect blend of relaxation and adventure. Marketing Strategies: • Content Marketing: Create blog posts and guides focusing on long-term stay itineraries, highlighting local events, and community activities. Feature stories and testimonials from other winter escapers and multigenerational families who have enjoyed extended stays in Twentynine Palms. • Digital Campaigns: Use targeted ads via Google and social media platforms to reach potential visitors. Highlight comfort, community, and family-friendly activities available in Twentynine Palms. • Partnerships: Collaborate with travel agencies to promote Twentynine Palms as a prime destination for seasonal stays. Partner with local businesses to offer exclusive deals and discounts for long-term visitors. • Event Marketing: Promote local cultural events, community activities, guided tours, and family-friendly festivals to attract visitors. • Airports: Retirees and families often travel by air to escape cold climates and enjoy extended stays in warmer destinations. Airports provide a great opportunity to attract their attention as they plan their seasonal travel. Event Development Events play a pivotal role in Twentynine Palms' tourism strategy, catering to a diverse array of visitors across all four target audience groups. Visit 29 Palms will remain committed to supporting its newly established Sponsorship and Event Grant Program in FY24-25, a program designed to foster the development of new and innovative events, increase industry collaboration and community engagement, and attract overnight visitors. By seeding new events from national park-themed festivals and creative retreats to wellness expos and family-friendly activities, Twentynine Palms creates opportunities for engagement and exploration that resonate with each group's unique interests and preferences and increase visitors’ length of stay. Events not only showcase the city's natural beauty, cultural richness, and recreational offerings but also foster a sense of community and belonging among attendees. 11 Page 23 of 28 Importantly, while Visit 29 Palms provides initial financial backing to help new events get off the ground, our expectation is that this support serves as a catalyst, enabling these events to grow and become self-sustainable in the future. By doing so, we aim to create a vibrant, enduring event landscape that continually attracts visitors year after year. MARKETING PROGRAMS Digital Marketing – Website Visit29.org has undergone a complete rebuild and redesign to enhance user experience and visual storytelling capabilities. The new site, powered by a dynamic CMS and supported by a robust CRM and extranet, will continue to drive lead generation and improve communication with local business owners who can manage their listings independently. Digital Marketing – Search Engine Marketing Monthly paid search campaigns with Google will continue to optimize Visit29.org's visibility in search results, attracting targeted traffic to the website. Digital Marketing – Display Seasonal digital display campaigns across the Google Display Network will increase brand awareness and attract new interest from potential visitors browsing millions of websites, news pages, and blogs. Digital Marketing – Social Media Utilizing platforms like Instagram, TikTok, Facebook, and YouTube, Visit 29 Palms will engage in experiential storytelling to build awareness, drive lead generation, and foster relationships with both new and returning visitors. Digital Marketing – Email Marketing E-newsletter campaigns will deliver inspirational content and travel resources directly to subscribers, leveraging the redesigned Visit29.org to increase lead collection and subscriber base. Print Advertising Strategic placements in state-wide and national publications will strengthen Visit 29 Palms' brand recognition and target key audiences effectively. Media/PR A dedicated media and public relations strategy will be implemented to generate positive press coverage and build strong relationships with journalists and media outlets. Through press releases, media kits, and targeted outreach, Visit 29 Palms will highlight key events, attractions, and unique stories, aiming to secure feature articles and broadcast segments that enhance the city's profile as a premier travel destination. Airport & Out-of-Home Media 12 Page 24 of 28 Continued investment in digital advertising at regional airports will target frequent flyers and travelers, enhancing brand visibility. Opportunities for digital billboards in key locations will also be explored to amplify messaging. Bloggers and Influencers Collaborations with influential bloggers and digital creators will amplify Visit 29 Palms' appeal and drive engagement among leisure travelers, leveraging their influence to showcase the destination's unique offerings. Partnerships & Co-Ops Strategic alliances with Visit California, Visit Greater Palm Springs, and Discover Inland Empire will extend Visit 29 Palms' reach into long-haul domestic and international markets through cooperative marketing efforts and joint promotional campaigns. FAM Tours Organizing familiarization tours for travel media, tour operators, and event organizers will showcase Twentynine Palms' attractions firsthand, fostering positive reviews and increasing awareness among key travel decision-makers. Goals, Metrics, Key Performance Indicators By focusing on the following goals, metrics, and KPIs, Visit 29 Palms can effectively measure the impact of its marketing activities, optimize strategies for greater success, and ultimately drive sustainable growth in tourism and visitor spending within the city. Increase TBID Assessment Revenue • Goal: Achieve year-over-year growth in TBID assessment revenue. • Strategy: Implement targeted marketing campaigns and promotional efforts to drive increased visitor stays and spending within Twentynine Palms. • Measurement: Quarterly tracking and reporting of TBID assessment revenue growth compared to previous years. Enhance Lead Generation and Lodging Partner Referrals • Goal: Increase outbound lodging link clicks on Visit29.org, indicating higher lead generation and referrals to lodging partners. • Strategy: Optimize website content and user experience, execute effective digital marketing campaigns, and participate in industry events to drive lead generation for lodging partners. • Measurement: Monitor monthly outbound lodging link clicks on Visit29.org and track the growth in referrals to lodging partners. Expand Engagement, Reach, and Following Across Owned Channels • Goal: Grow engagement and reach across Visit 29 Palms' digital channels • Strategy: Develop and distribute compelling, timely content that resonates with 13 Page 25 of 28  target audiences, utilize social media platforms for community engagement and brand promotion. • Measurement: Track quarterly metrics such as social media engagement rates, website traffic, and follower growth to gauge effectiveness of content and campaign strategies. Metrics and Key Performance Indicators (KPIs): TBID Assessment Revenue • KPI: Quarterly TBID assessment revenue results. Lead Generation and Lodging Partner Referrals • KPI: Monthly outbound lodging link clicks and e-news subscribers on Visit29.org. • KPI: Percentage increase in lodging referrals and e-news subscribers year-over- year. Engagement Across Owned Channels • KPI: Social media engagement rate (average likes, comments, shares per post). • KPI: Website traffic metrics (sessions, page views, bounce rate). • KPI: Growth in social media followers and email newsletter subscribers. Measurement and Reporting: • Quarterly Marketing Reports: Analytics will be compiled and reviewed to measure the success of each campaign and marketing initiative. • Performance Review Meetings: Quarterly subcommittee meetings will be conducted to review KPIs, assess progress towards goals, and adjust strategies as needed to optimize performance. • Benchmarking: Compare performance metrics against industry benchmarks and previous performance to gauge competitiveness and effectiveness of marketing efforts. CITY OF 29 PALMS VISITOR CENTER In partnership with the City of Twentynine Palms, Visit 29 Palms will continue to manage and operate the visitor center located at 73484 Twentynine Palms Hwy. This center is open to the public seven days a week, providing in-person visitor services, maps, brochures, and travel resources. As a destination marketing organization, it is acknowledged that our work is not simply done once a travel decision and booking has been made and that it is important to support our visitors once they arrive at our destination. These in-person interactions will continue to be valuable for driving return visits, and longer lengths of stay. In partnership with the Twentynine Palms Public Arts Advisory Committee (PAAC) the visitor center will continue to provide gallery space and host the quarterly Art in Public Places Program art exhibitions. 14 Page 26 of 28 ADMINISTRATION Tourism Business Improvement District Advisory Board Appointed by the City Council, the TBID is administered by a 5-member Advisory Board made up of lodging owners, operators, and representatives, from each segment of the city’s lodging industry. The TBID Advisory Board oversees the development and implementation of the annual tourism marketing plan and budget and provides strategic oversight, guidance, and direction to the TBID staff. Tourism Business Improvement District Advisory Staff The TBID staff team will consist of one full-time marketing director, one part-time visitor center associate, and one part-time social media staff/contractor. The marketing director will oversee and manage the staff team and reports directly to the City Manager and TBID Advisory Board. Subcommittees In addition to the TBID Advisory Board and TBID Staff, subcommittees play a crucial role in the success of our marketing initiatives. These subcommittees can include up to two TBID Advisory Board members, TBID staff, and may also involve stakeholders, community members, and other city staff. For the upcoming year, our focus will be on maintaining subcommittees in three key areas: events, partnerships, and marketing. TBID Assessment Collection & Finance TBID assessment revenue will be collected and reported on a quarterly basis by the City’s Finance Department who also assist with other aspects of financial reporting for the Visit 29 Palms TBID. Contract Services As needed, Visit 29 Palms will retain contract services from related agencies such consulting advisors, content creators, social media specialists, or web developers. 15 Page 27 of 28  Visit 29 Palms Tourism Business Improvement District Budget FY 22-23 FY 23-24 FY 23-24 FY 23-24 FY 24-25 Actuals Approved Actuals Projected Proposed Budget Through 9/30/23 Budget Through 7/2/24 Year-End Actuals Draft 7/8/24 RESERVES TBID Reserve Balance $ 560,669.49 $ 412,239.49 $523,111.30 As of 7/3/24 Account Code 51-0000 REVENUE 4125 TBID Assessment Fee (1.5%) $ 390,420 $ 350,000 $ 211,016 $ 356,000 $ 375,000 4150 Visitor Center Consignment Sales $ 1,300 $ 500 $ 500 $ 500 $ 500 4152 Partnership Program $ - $ 3,500 $ - $ - $ - 4245 Interest $ 10,355 $ 1,000 $ 5,393 $ 10,000 $ 5,000 TBID Reserves $ - $ 148,430 $ 148,430 $ 150,000 TOTAL REVENUE $ 402,075 $ 503,430 $ 216,909 $ 514,930 $ 530,500.00 Account Code 51-1013 EXPENDITURES 5110 Salaries $ 90,057 $ 97,646 $ 80,516 $ 97,646 $ 106,974 5120 Salaries Part-Time $ 15,745 $ 16,673 $ 12,495 $ 16,673 $ 16,380 5250 Health Benefits $ 18,940 $ 20,806 $ 15,234 $ 20,806 $ 21,496 5251 Retirement Benefits $ 6,782 $ 7,499 $ 6,187 $ 7,499 $ 8,430 5252 Workers Comp $ 2,521 $ 4,001 $ 3,720 $ 4,001 $ 4,934 5254 Unemployment $ - $ 305 $ - $ 305 $ 1,000 6241 Office Supplies $ 1,732 $ 3,000 $ 1,972 $ 2,500 $ 2,500 6244 Miscellaneous Expense $ 2,192 $ 5,000 $ 1,300 $ 1,300 $ 5,000 6245 Contingency $ - $ 10,000 $ - $ - $ 10,000 6251 Meeting & Travel $ - $ 200 $ - $ 250 $ 200 6291 Visitor Center Building Operation & Maintenance $ 1,687 $ 500 $ 463 $ 800 $ 1,000 6343 Video Production $ 8,800 $ 16,000 $ - $ - $ - 6344 Broadcast/Out of Home Media $ 36,996 $ 36,000 $ 13,000 $ 29,000 $ 60,000 6345 Regional Print Ads $ 2,730 $ 11,800 $ 10,010 $ 18,590 $ 15,000 6347 Trade Conventions & Memberships $ 12,450 $ 19,000 $ 27,739 $ 27,739 $ 20,000 6353 Contract Services $ 26,910 $ - $ 10,000 $ 10,000 $ 24,000 6356 Digital Marketing $ 44,177 $ 45,000 $ 27,520 $ 30,520 $ 39,000 6360 Special Projects $ - $ 10,000 $ - $ - $ - 6371 Event Sponsorship & Grants $ 16,968 $ 200,000 $ 111,011 $ 190,000 $ 200,000 6518 Electronic Equipment $ 578 $ - $ - $ - 6841 Legal Services $ 17,660 $ - $ 621 $ 621 $ - 6350 Reporting & Analysis $ - $ 6,000 $ 6,000 $ - TOTAL EXPENDITURES $ 306,925 $ 503,430 $ 359,787 $ 464,250 $ 535,914 $ 95,150 $ - $ (142,878) $ 50,681 $ (5,414) Page 28 of 28