TITLE
Recommendation to authorize City Manager to execute the Thirteenth Amendment to Agreement No. 28164 with the Long Beach Area Convention and Visitors Bureau, Inc., to extend for a one-year period and to provide funding in the amount of $4,278,676 for Fiscal Year 2016. (Citywide)
DISCUSSION
On October 1, 2002, the City Council approved an agreement with the Long Beach Area Convention and Visitors Bureau, Inc. (CVB), to develop a program to promote the city as a convention and tourist destination. Since that time, the CVB has been administering a marketing program to establish the city as a site for conventions and tourism by promoting its attractions, resources, climate, and facilities. The agreement is amended annually to extend the term and to reflect the level of funding appropriated by the City Council.
On September 15, 2015, the City Council adopted the Fiscal Year 2016 (FY 16) Budget, which includes funding for the agreement with the CVB in the amount of $4,278,676, a $350,000 increase from FY 2015. The increase includes $300,000 for the CVB to enhance tourism promotion and $50,000 in non-recurring funding for marketing outreach. Monies used for the contract are restricted funds from two sources: the Special Advertising and Promotion Fund and the Rainbow Harbor Area Fund. As in prior years, the proposed amendment includes funding for various promotional activities that support the City's economic development objectives.
This year, both the hotel occupancy rate and the average room rate reflect an increase over the same period last year (77.49 percent vs. 77.20 percent and $155.64 vs. $141.35/room). Long Beach and other areas are continuing to see growth in the hotel industry, realizing an increase since the industry was significantly impacted from the nationwide economic situation. The CVB's proposed amendment with the City for FY 16 will be key to ensuring a continuous promotion of the city as a convention and tourist destination. As a result o...
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