Tourism Development Grant Review Committee

AGENDA City of Williamsburg Tourism Development Grant Review Committee Monday, April 3, 2023 A meeting of the Tourism Development Grant Review Committee will be held Monday, April 3, 2023 at 401 Lafayette Street, 2nd Floor Large Conference Room commencing at 2:30 PM. Page I. CALL TO ORDER II. ROLL CALL III. APPROVE MINUTES A. November 14, 2022 2-3 IV. NEW BUSINESS A. Review of Phase 1 Applications 4-5 B. Review Phase 2 Scoresheet 6 C. Review Phase 2 Application Forms and Timeline 7 - 67 V. OPEN FORUM VI. NEXT MEETING VII. ADJOURN The purpose of the Tourism Development Fund (TDF) is to increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg through financial assistance and reinvestment in tourism products, place-making projects, public-private partnerships, and destination marketing. Page 1 of 67  DRAFT Tourism Development Grant Review Committee Meeting Minutes The Tourism Development Grant Review Committee (TDGRC) met on Monday, November 14, 2022, at 3:30 PM in Room 127 at the Stryker Center, 412 N. Boundary Street. I. Call to Order The meeting was called to order by Mr. Caracci at 3:32 pm. II. Roll Call The following TDGRC members were present: Chris Caracci, Craig Reeves, Adam Steely, Sally Wolfe, Ron Kirkland, Cash Arehart. The following TDGRC members were absent: Greg Granger. The following staff members were present: Joanna Skrabala (Tourism Development Specialist). III. Approve Minutes a. September 12, 2022 Minutes Ms. Wolfe made a motion to approve the September minutes and Mr. Caracci seconded. All approved. IV. 2023 Grant Cycle a. Phase 1 & Phase 2 Application Review TDGRC members suggested edits to the Phase 1 application, primarily removing several questions to avoid duplication and shorten the application for the applicants. The TDGRC decided to review the Phase 2 applications at the next meeting. b. 2023 Cycle Dates Ms. Skrabala presented the proposed timeline for the 2023 Cycle and all agreed to the following dates: • February 1, 2023: Phase 1 Opens • March 15, 2023: Phase 1 Closes • April 12, 2023: Phase 2 Opens • June 14, 2023: Phase 2 Closes • Summer 2023: Phase 2 Applicant Presentations • Fall 2023: Recommendations to City Council Page 2 of 67  DRAFT Mr. Reeves suggested that it felt like a short turnaround; however, Mr. Arehart disagreed and felt the timeline could be considered ambitious. c. Financial Updates Ms. Skrabala reported that she received updated financial projections for the Tourism Development Fund. She said the TDGRC should have an estimated $1.8 million to grant new awards. She also stated that this number already accounted for the previous grantees, including the Indoor Sports Complex. Ms. Skrabala said that the Finance Director recommended the awards allow for wiggle room, just in case the projections change. d. Marketing Efforts Ms. Skrabala asked the group about its marketing efforts. She mentioned that they had purchased an ad in the IAAPA newsletter in 2020; however, the results were not worth the cost. Mr. Steely recommended sharing the TDF’s mission statement on the City’s social channels and in newsletters to garner attention. Mr. Steely also suggested the Main Street organization as an avenue to reach people. V. Open Forum There were no comments during the open forum. VI. Next Meeting The next meeting was tentatively scheduled for Monday, January 23, at 3 pm. VII. Adjourn The meeting adjourned at 4:30 pm. Page 3 of 67  2023 Tourism Development Fund Phase 1 Applications - Summary Funding From Project Name Applicant Contact Name Category Funding Request Other Sources Colonial Williamsburg Arrivals Colonial Williamsburg Hazel Wong Infrastructure for $ 1,000,000 $ 5,500,000 Center Tourism Product The Historic First Baptist Church Let Freedom Ring Connie Matthews Tourism Product $ 100,000 $ 50,000 Heritage Center Foundation Harshaw Muscarelle Museum of Art - Muscarelle Museum David Brashear Infrastructure for $ 60,000 $ 3,200,000 Lanscaping/Exterior Features of Art Tourism Product Portable Dance Floor for Events A Step Above Dance Alan Hedgpeth/ Tourism Product $ 120,000 $ - Studio Lizbeth Rutgers Stryker Center Gallery Williamsburg Regional Sandra Towers Tourism Product $ 35,000 $ - Enhancements Library Wayfinding - Phase 4 Williamsburg Public Joanna Skrabala/ Placemaking $ 300,000 $ 100,000 Art Council Robert Currie Wayfinding - Phases 2 & 3 Williamsburg Yuri Adams/ Adria Infrastructure for $ 425,000 $ - Economic Vanhoozier Tourism Product Development Authority African American Heritage Trail City of Williamsburg Michele DeWitt Tourism Product $ 441,900 $ 1,609,000 Feasability Study for a Williamsburg Cultural Patricia Rublein Infrastructure for $ 250,000 $ - Williamsburg Cultural Arts Center Arts Center Tourism Product Williamsburg Entertainment MEB Rick Hibbett Tourism Product $ 33,000,000 $ - Venue Glazing Windows & Doors Glazing Windows & Jorge Gonzalez Placemaking $ 45,000 $ 1,000 Doors TOTAL $ 35,776,900 Page 4 of 67  TOURISM DEVELOPMENT GRANT REVIEW COMMITTEE AGENDA ITEM SUMMARY Meeting Date: 4/3/23 Staff Contact: Joanna Skrabala, Tourism Development Specialist Agenda Item Wording: Applicant Recommendations for Phase 2 Background Information: The 2023 Tourism Development Fund grant program received 11 Phase 1 applications. The TDGRC must review these applications for eligibility and qualifications to determine recommendations for Phase 2. Previous Action: None Staff Recommendation: Recommend qualified applicants for Phase 2 Sample Motion: I move that the Tourism Development Grant Review Committee recommend <applicants> for Phase 2 of the 2023 Tourism Development Fund grant program. Page 5 of 67  2019 City of Williamsburg TDF Phase II Application Tourism Product & Infrastructure for Tourism Product Scorecard Name of Project: Score Adjusted Criteria 5 4 3 2 1 0 (0-5) Weight Score Moderate confidence that Moderate confidence that High confidence that project High confidence that project Low confidence that project Project as a true project will be a true project will be a true will be a true motivator of will be a true motivator of will be a true motivator of No confidence in project as a motivator of visitation to motivator of visitation, motivator of visitation, 15% visitation, supported through visitation, supported with visitation, supported with true motivator of visitation. the City of Williamsburg supported through strong supported with limited strong analysis and data. limited analysis and data. limited analysis and data. analysis and data. analysis and data. Increase in patronage to Project will increase Project will increase Project will increase Project will increase Project will increase Project will NOT increase restaurants and lodging patronage to City food and patronage to City food and patronage to City for and patronage to City for and patronage to City food and patronage to City food and 15% in the City of lodging businesses at a HIGH lodging businesses at a lodging businesses at a lodging businesses at a lodging businesses at a lodging businesses. Williamsburg level. MODERATELY HIGH level. MODERATE level. MODERATELY LOW level. LOW/MINIMAL level. Project will not begin Project will commence Project will commence Project will commence Project will commence Project construction construction until two or Project timeline construction within 6 months construction between 6-12 construction between 12-18 construction between 18-24 commencement is uncertain or 15% more years after grant after grant awarded. months after grant awarded. months after grant awarded. months after grant awarded. unknown. awarded. City will recoup a City will recoup a City will recoup a HIGH City will recoup a MODERATE City will recoup a City will NOT recoup any MODERATELY HIGH MODERATELY LOW Return on Investment percentage of grant funds percentage of grant funds LOW/MINIMAL percentage percentage of grant funds percentage of grant funds percentage of grant funds (tax revenue) to the City awarded within 5 years of awarded within 5 years of of grant funds awarded awarded within 5 years of 10% awarded within 5 years of awarded within 5 years of of Williamsburg project's operation project's operation within 5 years of project's project's operation project's operation project's operation commencement. commencement. operation commencement. commencement. commencement. commencement. Similar project(s) already Similar project(s) already Unique to the City of Unique to the City of Unique to the City of Not unique to the City of located within the City of located within the City of Williamsburg - found in no Williamsburg - found in few Williamsburg, but can be Williamsburg, but does make Uniqueness of project Williamsburg, but there is a Williamsburg, but NO 10% other destinations in the other destinations in the found at destination(s) within the City highly desirable as a demonstrated need for demonstrated need for Southeastern United States. Southeastern United States. 75 miles. destination. additional capacity. additional capacity. Demonstrates a strong Exceptional and professionally- Demonstrates a moderate Demonstrates only limited Unable to demonstrate any marketing and investment Demonstrates a moderate Marketing, investment, prepared/supported marketing and business plan, detail in a marketing, substantial marketing, plan, however without a marketing ,investment, and 10% and business planning marketing, investment, and but with a limited investment investment, and business investment, and business strong/supported business business plan. business plan. plan. planning. planning. plan. Demonstrated strong Demonstrated fair financial No demonstrated financial Demonstrated strong financial No demonstrated financial financial performance with a performance with a plan for performance with a plan for No demonstrated financial Financial stability performance with significant performance, but significant plan for funding, but with no funding, but with limited funding, but moderate performance with no practical 5% funding in-hand for project. funding in-hand for project. significant funding already in- funding already in-hand for funding in-hand for the plan for funding the project. hand for the project. the project. project. Will serve a LARGE potential Will serve a LARGE potential Will serve a MODERATE Will serve a LIMITED Will serve a NICHE market, Will serve no real potential Size of market to be market with high growth market with moderate potential market with high potential or NICHE market that is currently underserved markets with no real growth for 5% served predicted for the City of growth predicted for the City growth predicted for the City with small growth predicted by the City of Williamsburg. the City of Williamsburg. Williamsburg. of Williamsburg. of Williamsburg. for the City of Williamsburg. Highly competitive project Highly competitive project Moderately competitive Moderately competitive Below average competitive Poorly competitive project idea Competitive profile idea with high potential for idea with moderate potential project idea with high project idea with moderate project idea with limited with little/no potential for 5% success. for success. potential for success. potential for success. potential for success. success. Funds from additional Already secured $10 or more Already secured $7.50 for Already secured $5 for every Already secured $2.50 for Already secured $1 for No additional funding has been 5% (non-TDF) sources for every $1 of TDF $. every $1 of TDF $. $1 of TDF $. every $1 of TDF $. every $1 of TDF $. secured. Demonstrates STRONG Demonstrates MODERATE Demonstrates MODERATE Demonstrates POOR brand Demonstrates STRONG brand No demonstrable brand Strength of brand brand alignment with the brand alignment with the City brand alignment with the City alignment with the City of alignment with the City of alignment to the City of alignment/match to City of Williamsburg and of Williamsburg but STRONG of Williamsburg and Williamsburg and 5% Williamsburg and STRONG Williamsburg or its visitor visitor profile MODERATE alignment to its alignment to its visitor MODERATE alignment to its MODERATE alignment to its alignment to its visitor profile. profile. visitor profile. profile. visitor profile. visitor profile. Page 6 of 67 TOTAL 100%  City of Williamsburg Tourism Development Fund Grant Application-Infrastructure Infrastructure to Support Tourism Product Application for Infrastructure to Support Tourism Product – Phase II APPLICATION The Williamsburg City Council created the Tourism Development Fund in 2017 to “increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg through financial assistance and reinvestment in tourism products, place-making projects, special events, and public-private partnerships.” INSTRUCTIONS – Please Read Carefully 1. Please email or call with any questions jskrabala@williamsburgva.gov or (757) 220-6129. 2. Handwritten applications will not be accepted. Limit answers to the space provided. 3. The Tourism Development Grant Review Committee may invite the applicant to present its project to the Committee in June. 4. Attachments are required for several questions. Please name the file in a PDF format as instructed in each question. 5. Applications must be received no later than, Friday, 12, 2020 at 5:00pm. Application Sections I. Applicant Information II. Organization Information III. Project Information IV. Financial Information V. Impact of the Project VI. Destination Branding VII. Existing Tourism Contributors Impact VIII. Optional Supplemental Material IX. Approval Process Page 7 of 67 I. APPLICANT INFORMATION Name of Project: Total Amount of TD Funding Requested: Amount of TD Funding Requested by Year: FY20: FY23: FY21: FY24: FY22: Agency/Organization Name: Tax Status: Address: City: State: Zip: Primary Contact/Grant Writer: Phone: Email: Page 8 of 67 II. ORGANIZATION INFORMATION 1. What is the Organization’s mission? 2. Briefly describe the history of the organization. Page 3 of 17 Page 9 of 67 3. Attach a list of the key leadership of the organization and include a description of their role in the project. [Project Name_Key Leadership Roles.PDF] Name of File: 4. If applicable, attach a list of the current members of the board or advisory committee. [Project Name_Board or Committee Members.PDF] Name of File: 5. If applicable, identify any current partnerships the organization holds with other regional organizations. Include name of organization and nature of partnership. 6. Identify and describe any pending legal action against the applicant or the organization. If none, enter “N/A.” Page 4 of 17 Page 10 of 67 III. PROJECT INFORMATION 1. Physical Location of Project: City: State: Zip: 2. Please describe the project in detail. If the applicant has any drawings, photos or renderings, please submit in PDF format with the application and include the file name for each item here. Be sure to include the name of the project in the file name, i.e. [Project Name _ Renderings.PDF] List and describe each file: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: 3. Is the project an expansion of or improvement to an existing facility? Expansion Improvement Neither Page 5 of 17 Page 11 of 67 4. Describe the value of the project to tourism in the City of Williamsburg. 5. What is the projected start of construction date? 6. What is the projected completion date of construction? 7. When is the projected opening date? Page 6 of 17 Page 12 of 67 8. Please add other project milestones. (Include date and milestone description) 9. When will Tourism Development Funds be required? 10. If the project will not begin construction within 18 months from notification of award, explain why a commitment of funding is crucial to the project at this time. Page 7 of 17 Page 13 of 67 IV. FINANCIAL INFORMATION 1. Total Amount of TD Funding Requested: Amount of TD Funding Requested by Year: FY20: FY23: FY21: FY24: FY22: 2. Type of funding request: Grant Loan Guarantee Debt Service Other: (*Grant is a cash award. Loan guarantee are funds to leverage a financial loan. Debt Service are funds to pay off a financial loan.) 3. What is the estimated total budget for the project? 4. Attach a detailed budget with revenue and expense lines for the Project. [Project Name_Detailed Budget.PDF] Name of File: Page 8 of 17 Page 14 of 67 5. Expenses: Please detail the overall project scope and costs associated with each major scope item. Total Project Costs Expense Amount Total Page 9 of 17 Page 15 of 67 6. Revenue: Detail below the current mix of funding sources for the project. Include source, amount, status, and indicate if contingent on receiving TDF funding. Revenue Explanation Source Amount Status: Contingent (Select One: In- on TDF Hand, Secured or Pending) Total 7. Submit a letter of commitment from each source, if available. [Project Name_Source of Commitment.PDF] Name of File: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: Page 10 of 17 Page 16 of 67 8. Match funds: For every TDF dollar requested for the project, how many dollars from other sources will be used? Funding Ratio Calculation TD Funds Requested Total Funds from Other Sources: Divide the Total Funds from Other Sources by TD Funds Requested to determine the ratio $1 TDF = from other sources . 9. If TDF funding is received, will it be the first funding committed to the project? Yes No 10. Please describe in detail the amount of annual funding required for the Project’s operation, the source of operating funds, and the level of commitment to ensure continued operation and maintenance. 11. Submit the organization’s most recent financial statement (audited, if available) with the application. [Project Name Organization Financial Statement.PDF] Name of File: Page 11 of 17 Page 17 of 67 V. IMPACT OF THE PROJECT 1. How many people will use the infrastructure annually? a. What percentage will come from 50 or more miles outside the City of Williamsburg? % of visitors Number of Visitors: b. What percentage will purchase a meal in the City of Williamsburg? % of visitors Number of Visitors: c. What percentage will stay in a hotel in the City of Williamsburg? % of visitors Number of Visitors: 2. Describe the methodology used to project these numbers and percentages. 3. Describe any other ways the project will increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. Page 12 of 17 Page 18 of 67 4. If the applicant is an existing destination, describe how the proposed infrastructure would help increase the current impact on tourism and patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. 5. Discuss the potential for the project to stimulate additional tourism investments. 6. Reporting: What methodology will be implemented to capture visitation statistics and the project’s impact to increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg once the infrastructure is installed? Page 13 of 17 Page 19 of 67 VI. DESTINATION BRANDING 1. How does the proposed project complement and align with the City of Williamsburg’s brand? 2. Discuss how the project appeals to a City of Williamsburg visitor. Page 14 of 17 Page 20 of 67 VII. EXISTING TOURISM CONTRIBUTORS IMPACT If the applicant is a new organization, please enter “N/A” in the fields below and proceed to the next section. If the organization currently contributes to regional tourism, please answer the following questions. 1. What is the current annual visitation at the organization? 2. How many out-of-market people visit annually? a. Please describe how the organization defines out-of-market. 3. Describe the methodologies for capturing annual and out-of-market visitation. 4. What percentage of the guests dine in a City restaurant? 5. What percentage of the guests spend the night in paid accommodations in the City? 6. Please describe the demographics of the current visitors. Page 15 of 17 Page 21 of 67 VIII. OPTIONAL SUPPLEMENTAL MATERIAL If the applicant would like to submit additional supporting documentation with the application, please indicate the file name and a description of the document here: [Project Name_Supplemental Material.PDF] PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: Page 16 of 17 Page 22 of 67 IX. APPROVAL PROCESS Williamsburg City staff and the Tourism Development Grant Review Committee will review all applications and make a funding recommendation to the Williamsburg City Council. Phase II applicants may be invited to present their project to the TDGRC Committee at its July meeting, which is currently scheduled for June 19, 2020. The Committee and staff also may conduct project site visits during the summer. The Committee’s recommendation of funding awards will be presented to the City Council for consideration in September. If you have any questions, please contact Joanna Skrabala, Tourism Development Specialist in the Economic Development Office at (757) 220-6129, or email at jskrabala@williamsburgva.gov. I hereby certify that all the information provided in and attached to this application is true and correct. Furthermore, by signing below, I authorize the City of Williamsburg Economic Development Office to contact other City departments to ensure that my business is in good standing with the City of Williamsburg. Please check here if the applicant requests that confidential, proprietary records provided by a business as part of this application be maintained as confidential by the City of Williamsburg and not subject to disclosure under the Virginia Freedom of Information Act, Code of Virginia §2.2-3705.6(a)(3). Indicate which items are confidential: Date: Signature: Name and Title: Page 17 of 17 Page 23 of 67  I City of Williamsburg Tourism Development Fund Grant Application-Placemaking Placemaking Application for Placemaking – Phase II APPLICATION The Williamsburg City Council created the Tourism Development Fund in 2017 to “increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg through financial assistance and reinvestment in tourism products, place-making projects, special events, and public-private partnerships.” INSTRUCTIONS – Please Read Carefully 1. Please email or call with any questions jskrabala@williamsburgva.gov or (757) 220-6129. 2. Handwritten applications will not be accepted. Limit answers to the space provided. 3. The Tourism Development Grant Review Committee may invite the applicant to present its project to the Committee in June. 4. Attachments are required for several questions. Please name the file in a PDF format as instructed in each question. 5. Applications must be received no later than, Friday, 12, 2020 at 5:00pm. Application Sections I. Applicant Information II. Organization Information III. Project Information IV. Financial Information V. Impact of the Project VI. Destination Branding VII. Existing Tourism Contributors Impact VIII. Optional Supplemental Material IX. Approval Process Page 24 of 67 I. APPLICANT INFORMATION Name of Project: Total Amount of TD Funding Requested: Amount of TD Funding Requested by Year: FY20: FY23: FY21: FY24: FY22: Agency/Organization Name: Tax Status: Address: City: State: Zip: Primary Contact/Grant Writer: Phone: Email: Page 25 of 67 II. ORGANIZATION INFORMATION 1. What is the Organization’s mission? 2. Briefly describe the history of the organization. Page 3 of 22 Page 26 of 67 3. Attach a list of the key leadership of the organization and include a description of their role in the project. [Project Name_Key Leadership Roles.PDF] Name of File: 4. If applicable, attach a list of the current members of the board or advisory committee. [Project Name_Board or Committee Members.PDF] Name of File: 5. If applicable, identify any current partnerships the organization holds with other regional organizations. Include name of organization and nature of partnership. 6. Identify and describe any pending legal action against the applicant or the organization. If none, enter “N/A.” Page 4 of 22 Page 27 of 67 III. PROJECT INFORMATION 1. Physical Location of Project: City: State: Zip: 2. Please describe the project in detail. If the applicant has any drawings, photos or renderings, please submit in PDF format with the application and include the file name for each item here. Be sure to include the name of the project in the file name, i.e. [Project Name _ Renderings.PDF] List and describe each file: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: 3. Is the project an expansion of or improvement to an existing facility? Expansion Improvement Neither Page 5 of 22 Page 28 of 67 4. Describe the value of the project to tourism in the City of Williamsburg. 5. What is the projected start of construction date? 6. What is the projected completion date of construction? 7. When is the projected opening date? Page 6 of 22 Page 29 of 67 8. Please add other project milestones. (Include date and milestone description) 9. When will Tourism Development Funds be required? 10. If the project will not begin construction within 18 months from notification of award, explain why a commitment of funding is crucial to the project at this time. Page 7 of 22 Page 30 of 67 11. Does a similar project already exist within a 100-mile radius of Williamsburg? If yes, please identify project(s). 12. If a similar project already exists within a 100-mile radius, please describe how the project will compete successfully and draw additional patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. Page 8 of 22 Page 31 of 67 13. Has a feasibility study been completed for this project? Yes No If yes, please submit the feasibility study with the application. Please name file “[Project Name]_Feasibility Study” 14. Has a marketing plan been completed for this project? Yes No If yes, please submit the marketing plan with the application. Please name file “[Project Name]_Marketing Plan” 15. Has a business plan been completed for this project? Yes No If yes, please submit the business plan with the application. Please name file “[Project Name]_Business Plan” 16. Please describe the target audience. 17. How does the applicant plan to reach the target audience? Page 9 of 22 Page 32 of 67 18. How much does the applicant plan to invest in marketing annually? How much will be invested outside of the Williamsburg market? 19. Who will implement the marketing plan? 20. How will the applicant determine if the project meets the goals? Page 10 of 22 Page 33 of 67 IV. FINANCIAL INFORMATION 1. Total Amount of TD Funding Requested: Amount of TD Funding Requested by Year: FY20: FY23: FY21: FY24: FY22: 2. Type of funding request: Grant Loan Guarantee Debt Service Other: (*Grant is a cash award. Loan guarantee are funds to leverage a financial loan. Debt Service are funds to pay off a financial loan.) 3. What is the estimated total budget for the project? 4. Attach a detailed budget with revenue and expense lines for the Project. [Project Name_Detailed Budget.PDF] Name of File: Page 11 of 22 Page 34 of 67 5. Expenses: Please detail the overall project scope and costs associated with each major scope item. Total Project Costs Expense Amount Total Page 12 of 22 Page 35 of 67 6. Revenue: Detail below the current mix of funding sources for the project. Include source, amount, status, and indicate if contingent on receiving TDF funding. Revenue Explanation Source Amount Status: Contingent (Select One: In- on TDF Hand, Secured or Pending) Total 7. Submit a letter of commitment from each source, if available. [Project Name_Source of Commitment.PDF] Name of File: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: Page 13 of 22 Page 36 of 67 8. Match funds: For every TDF dollar requested for the project, how many dollars from other sources will be used? Funding Ratio Calculation TD Funds Requested Total Funds from Other Sources: Divide the Total Funds from Other Sources by TD Funds Requested to determine the ratio $1 TDF = from other sources . 9. If TDF funding is received, will it be the first funding committed to the project? Yes No 10. Please describe in detail the amount of annual funding required for the Project’s operation, the source of operating funds, and the level of commitment to ensure continued operation and maintenance. Page 14 of 22 Page 37 of 67 11. Submit a document summarizing the financial schedule for the first 3 years of operation for the proposed project, including a pro-forma, profit and loss, and balance sheet with the application. (Project Name_3 Year Financial Schedule.PDF] 12. Submit the organization’s most recent financial statement (audited, if available) with the application. [Project Name Organization Financial Statement.PDF] Name of File: Page 15 of 22 Page 38 of 67 V. IMPACT OF THE PROJECT 1. How many people will visit the project annually? a. What percentage will come from 50 or more miles outside the City of Williamsburg? % of visitors Number of Visitors: b. What percentage will purchase a meal in the City of Williamsburg? % of visitors Number of Visitors: c. What percentage will stay in a hotel in the City of Williamsburg? % of visitors Number of Visitors: 2. Describe the methodology used to project these numbers and percentages. 3. Describe any other ways the project will increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. Page 16 of 22 Page 39 of 67 4. If the applicant is an existing destination, describe how the proposed infrastructure would help increase the current impact on tourism and patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. 5. Discuss the potential for the project to stimulate additional tourism investments. 6. Reporting: What methodology will be implemented to capture visitation statistics and the project’s impact to increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg once the infrastructure is installed? Page 17 of 22 Page 40 of 67 7. After the project opens, how many new, permanent jobs does the applicant anticipate the project will generate? Full-time equivalent positions: Seasonal or Part-time positions: Page 18 of 22 Page 41 of 67 VI. DESTINATION BRANDING 1. How does the proposed project complement and align with the City of Williamsburg’s brand? 2. Discuss how the project appeals to a City of Williamsburg visitor. Page 19 of 22 Page 42 of 67 VII. EXISTING TOURISM CONTRIBUTORS IMPACT If the applicant is a new organization, please enter “N/A” in the fields below and proceed to the next section. If the organization currently contributes to regional tourism, please answer the following questions. 1. What is the current annual visitation at the organization? 2. How many out-of-market people visit annually? a. Please describe how the organization defines out-of-market. 3. Describe the methodologies for capturing annual and out-of-market visitation. 4. What percentage of the guests dine in a City restaurant? 5. What percentage of the guests spend the night in paid accommodations in the City? 6. Please describe the demographics of the current visitors. Page 20 of 22 Page 43 of 67 VIII. OPTIONAL SUPPLEMENTAL MATERIAL If the applicant would like to submit additional supporting documentation with the application, please indicate the file name and a description of the document here: [Project Name_Supplemental Material.PDF] PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: Page 21 of 22 Page 44 of 67 IX. APPROVAL PROCESS Williamsburg City staff and the Tourism Development Grant Review Committee will review all applications and make a funding recommendation to the Williamsburg City Council. Phase II applicants may be invited to present their project to the TDGRC Committee at its July meeting, which is currently scheduled for June 19, 2020. The Committee and staff also may conduct project site visits during the summer. The Committee’s recommendation of funding awards will be presented to the City Council for consideration in September. If you have any questions, please contact Joanna Skrabala, Tourism Development Specialist in the Economic Development Office at (757) 220-6129, or email at jskrabala@williamsburgva.gov. I hereby certify that all the information provided in and attached to this application is true and correct. Furthermore, by signing below, I authorize the City of Williamsburg Economic Development Office to contact other City departments to ensure that my business is in good standing with the City of Williamsburg. Please check here if the applicant requests that confidential, proprietary records provided by a business as part of this application be maintained as confidential by the City of Williamsburg and not subject to disclosure under the Virginia Freedom of Information Act, Code of Virginia §2.2-3705.6(a)(3). Indicate which items are confidential: Date: Signature: Name and Title: Page 22 of 22 Page 45 of 67  I City of Williamsburg Tourism Development Fund Grant Application-Tourism Product Tourism Product Application for Tourism Product – Phase II APPLICATION The Williamsburg City Council created the Tourism Development Fund in 2017 to “increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg through financial assistance and reinvestment in tourism products, place-making projects, special events, and public-private partnerships.” INSTRUCTIONS – Please Read Carefully 1. Please email or call with any questions jskrabala@williamsburgva.gov or (757) 220-6129. 2. Handwritten applications will not be accepted. Limit answers to the space provided. 3. The Tourism Development Grant Review Committee may invite the applicant to present its project to the Committee in June. 4. Attachments are required for several questions. Please name the file in a PDF format as instructed in each question. 5. Applications must be received no later than, Friday, 12, 2020 at 5:00pm. Application Sections I. Applicant Information II. Organization Information III. Project Information IV. Financial Information V. Impact of the Project VI. Destination Branding VII. Existing Tourism Contributors Impact VIII. Optional Supplemental Material IX. Approval Process Page 46 of 67 I. APPLICANT INFORMATION Name of Project: Total Amount of TD Funding Requested: Amount of TD Funding Requested by Year: FY20: FY23: FY21: FY24: FY22: Agency/Organization Name: Tax Status: Address: City: State: Zip: Primary Contact/Grant Writer: Phone: Email: Page 47 of 67 II. ORGANIZATION INFORMATION 1. What is the Organization’s mission? 2. Briefly describe the history of the organization. Page 3 of 22 Page 48 of 67 3. Attach a list of the key leadership of the organization and include a description of their role in the project. [Project Name_Key Leadership Roles.PDF] Name of File: 4. If applicable, attach a list of the current members of the board or advisory committee. [Project Name_Board or Committee Members.PDF] Name of File: 5. If applicable, identify any current partnerships the organization holds with other regional organizations. Include name of organization and nature of partnership. 6. Identify and describe any pending legal action against the applicant or the organization. If none, enter “N/A.” Page 4 of 22 Page 49 of 67 III. PROJECT INFORMATION 1. Physical Location of Project: City: State: Zip: 2. Please describe the project in detail. If the applicant has any drawings, photos or renderings, please submit in PDF format with the application and include the file name for each item here. Be sure to include the name of the project in the file name, i.e. [Project Name _ Renderings.PDF] List and describe each file: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: 3. Is the project an expansion of or improvement to an existing facility? Expansion Improvement Neither Page 5 of 22 Page 50 of 67 4. Describe the value of the project to tourism in the City of Williamsburg. 5. What is the projected start of construction date? 6. What is the projected completion date of construction? 7. When is the projected opening date? Page 6 of 22 Page 51 of 67 8. Please add other project milestones. (Include date and milestone description) 9. When will Tourism Development Funds be required? 10. If the project will not begin construction within 18 months from notification of award, explain why a commitment of funding is crucial to the project at this time. Page 7 of 22 Page 52 of 67 11. Does a similar project already exist within a 100-mile radius of Williamsburg? If yes, please identify project(s). 12. If a similar project already exists within a 100-mile radius, please describe how the project will compete successfully and draw additional patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. Page 8 of 22 Page 53 of 67 13. Has a feasibility study been completed for this project? Yes No If yes, please submit the feasibility study with the application. Please name file “[Project Name]_Feasibility Study” 14. Has a marketing plan been completed for this project? Yes No If yes, please submit the marketing plan with the application. Please name file “[Project Name]_Marketing Plan” 15. Has a business plan been completed for this project? Yes No If yes, please submit the business plan with the application. Please name file “[Project Name]_Business Plan” 16. Please describe the target audience. 17. How does the applicant plan to reach the target audience? Page 9 of 22 Page 54 of 67 18. How much does the applicant plan to invest in marketing annually? How much will be invested outside of the Williamsburg market? 19. Who will implement the marketing plan? 20. How will the applicant determine if the project meets the goals? Page 10 of 22 Page 55 of 67 IV. FINANCIAL INFORMATION 1. Total Amount of TD Funding Requested: Amount of TD Funding Requested by Year: FY20: FY23: FY21: FY24: FY22: 2. Type of funding request: Grant Loan Guarantee Debt Service Other: (*Grant is a cash award. Loan guarantee are funds to leverage a financial loan. Debt Service are funds to pay off a financial loan.) 3. What is the estimated total budget for the project? 4. Attach a detailed budget with revenue and expense lines for the Project. [Project Name_Detailed Budget.PDF] Name of File: Page 11 of 22 Page 56 of 67 5. Expenses: Please detail the overall project scope and costs associated with each major scope item. Total Project Costs Expense Amount Total Page 12 of 22 Page 57 of 67 6. Revenue: Detail below the current mix of funding sources for the project. Include source, amount, status, and indicate if contingent on receiving TDF funding. Revenue Explanation Source Amount Status: Contingent (Select One: In- on TDF Hand, Secured or Pending) Total 7. Submit a letter of commitment from each source, if available. [Project Name_Source of Commitment.PDF] Name of File: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: PDF File Name: Page 13 of 22 Page 58 of 67 8. Match funds: For every TDF dollar requested for the project, how many dollars from other sources will be used? Funding Ratio Calculation TD Funds Requested Total Funds from Other Sources: Divide the Total Funds from Other Sources by TD Funds Requested to determine the ratio $1 TDF = from other sources . 9. If TDF funding is received, will it be the first funding committed to the project? Yes No 10. Please describe in detail the amount of annual funding required for the Project’s operation, the source of operating funds, and the level of commitment to ensure continued operation and maintenance. Page 14 of 22 Page 59 of 67 11. Submit a document summarizing the financial schedule for the first 3 years of operation for the proposed project, including a pro-forma, profit and loss, and balance sheet with the application. (Project Name_3 Year Financial Schedule.PDF] 12. Submit the organization’s most recent financial statement (audited, if available) with the application. [Project Name Organization Financial Statement.PDF] Name of File: Page 15 of 22 Page 60 of 67 V. IMPACT OF THE PROJECT 1. How many people will visit the project annually? a. What percentage will come from 50 or more miles outside the City of Williamsburg? % of visitors Number of Visitors: b. What percentage will purchase a meal in the City of Williamsburg? % of visitors Number of Visitors: c. What percentage will stay in a hotel in the City of Williamsburg? % of visitors Number of Visitors: 2. Describe the methodology used to project these numbers and percentages. 3. Describe any other ways the project will increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. Page 16 of 22 Page 61 of 67 4. If the applicant is an existing destination, describe how the proposed infrastructure would help increase the current impact on tourism and patronage to restaurants, attractions, hotels, and events in the City of Williamsburg. 5. Discuss the potential for the project to stimulate additional tourism investments. 6. Reporting: What methodology will be implemented to capture visitation statistics and the project’s impact to increase patronage to restaurants, attractions, hotels, and events in the City of Williamsburg once the infrastructure is installed? Page 17 of 22 Page 62 of 67 7. After the project opens, how many new, permanent jobs does the applicant anticipate the project will generate? Full-time equivalent positions: Seasonal or Part-time positions: Page 18 of 22 Page 63 of 67 VI. DESTINATION BRANDING 1. How does the proposed project complement and align with the City of Williamsburg’s brand? 2. Discuss how the project appeals to a City of Williamsburg visitor. Page 19 of 22 Page 64 of 67 VII. EXISTING TOURISM CONTRIBUTORS IMPACT If the applicant is a new organization, please enter “N/A” in the fields below and proceed to the next section. If the organization currently contributes to regional tourism, please answer the following questions. 1. What is the current annual visitation at the organization? 2. How many out-of-market people visit annually? a. Please describe how the organization defines out-of-market. 3. Describe the methodologies for capturing annual and out-of-market visitation. 4. What percentage of the guests dine in a City restaurant? 5. What percentage of the guests spend the night in paid accommodations in the City? 6. Please describe the demographics of the current visitors. Page 20 of 22 Page 65 of 67 VIII. OPTIONAL SUPPLEMENTAL MATERIAL If the applicant would like to submit additional supporting documentation with the application, please indicate the file name and a description of the document here: [Project Name_Supplemental Material.PDF] PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: PDF File Name: Description: Page 21 of 22 Page 66 of 67 IX. APPROVAL PROCESS Williamsburg City staff and the Tourism Development Grant Review Committee will review all applications and make a funding recommendation to the Williamsburg City Council. Phase II applicants may be invited to present their project to the TDGRC Committee at its July meeting, which is currently scheduled for June 19, 2020. The Committee and staff also may conduct project site visits during the summer. The Committee’s recommendation of funding awards will be presented to the City Council for consideration in September. If you have any questions, please contact Joanna Skrabala, Tourism Development Specialist in the Economic Development Office at (757) 220-6129, or email at jskrabala@williamsburgva.gov. I hereby certify that all the information provided in and attached to this application is true and correct. Furthermore, by signing below, I authorize the City of Williamsburg Economic Development Office to contact other City departments to ensure that my business is in good standing with the City of Williamsburg. Please check here if the applicant requests that confidential, proprietary records provided by a business as part of this application be maintained as confidential by the City of Williamsburg and not subject to disclosure under the Virginia Freedom of Information Act, Code of Virginia §2.2-3705.6(a)(3). Indicate which items are confidential: Date: Signature: Name and Title: Page 22 of 22 Page 67 of 67