5-5-2020 SPECIAL SESSION CITY OF VIRGINIA BEACH
"COMMUNITY FOR A LIFETIME"
CITY COUNCIL �piHu.aeAo
MAYOR ROBERT M "BOBBY"DYER, yv At Large - @�
VICE MAYOR JAMES L. WOOD.Lynntaven-District 5 0
✓ESSICAP ABBOTT,Kempsville-District 2
MICHAEL F.BERLUCCHI,Rose Hall-District 3 .?i�'
BARBARA M.HENLEY.Princess Anne-District) • ` ;I
LONSR.lONES.BaysNe-Dustin 4
JOHND.MOSS,At Large
AARON R.ROUSE.At Large .„ ..
GUYK TOWER.Beach-District 6
ROSEMARY WILSON.At Large CITY HALL BUILDING
SABRINA D. WOOTEN,Centerville District l 2401 COURTHOUSE DRIVE
VIRGINIA BEACH. VIRGINIA 23456-9005
CITY COUNCIL APPOINTEES PHONE.(757)385-4303
ACTING CITY MANAGER-THOMAS M LEAHY
CITYATTORNEY-MARK D.STILES FAX(757)385-5669
CITY ASSESSOR-RONALD D.AGNOR CITY COUNCIL AGENDA E-MAIL. CITYCOUNCIL@vbgov.com
CITY AUDITOR-LYNDON S REMIAS SPECIAL MEETING
CITY CLERK AMANDA BARNES
BY ELECTRONIC COMMUNICATION MEANS
MAY 5,2020
MAYOR ROBERT M. "BOBBY" DYER
PRESIDING
1. SPECIAL MEETING BY ELECTRONIC COMMUNICATION MEANS 4:00 PM
in accordance with Virginia Code§ 2.2-3708.2(A)(3)
A. CALL TO ORDER—Mayor Robert M. "Bobby"Dyer
I. READING OF THE MAYOR'S CALL FOR SPECIAL MEETING
B. ROLL CALL OF CITY COUNCIL
II. CITY MANAGER BRIEFING
A. COVID-19 UPDATE
Dr. Demetria Lindsay, Director—Virginia Beach Health Department
Erin Sutton, Director—Emergency Communications
III. CITY COUNCIL DISCUSSION
A. MOVING FORWARD WITH DELAYED PLANNING AGENDA ITEMS and
POSSIBLE ADDITIONAL FORMAL MEETING DATES
IV. CITY COUNCIL RECONCILIATION
A. FY 2020-21 RESOURCE MANAGEMENT PLAN (Budget)
Operating and Capital Budgets
V. ORDINANCES/RESOLUTIONS
I. Ordinance to TRANSFER$2-Million from the Tourism Investment Program (TIP)Fund to the
Tourism Advertising Program (TAP) Fund re increased advertising and marketing efforts—
Requested by Council Member Tower
VI. ADJOURNMENT
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ROBERT M."BOBBY"DYER MUNICIPAL CENTER
MAYOR 2401 COURTGHOUs DRIVE
VIRGINIA BEACH,VA 23458-9000
(757)385-4581
April 30, 2020 BDVFAXERO BGO85-589I
HONORABLE MEMBERS OF CITY COUNCIL
On March 12, 2020, Governor Northam declared a state of emergency due to COVID-19. Because of the
catastrophic nature of the declared emergency, it is impracticable and unsafe to assemble a quorum of the City
Council in a single location. In accordance with the Virginia Beach City Code Section 2-21, Virginia Code§
2.2-3708.2(A)(3), Virginia Code§ 15.2-1413 and the City's Continuity of Government Ordinance adopted on
March 31, 2020, and by the authority vested in me as Mayor of the City of Virginia Beach, I hereby call for a
SPECIAL MEETING BY ELECTRONIC COMMUNICATION MEANS of the VIRGINIA BEACH CITY
COUNCIL
Tuesday,May 5,2020
4:00P.M.
In accordance with Virginia Code § 2.2-3708.2(A)(3), this SPECIAL MEETING BY ELECTRONIC
COMMUNICATION MEANS will be held virtually with Council Members participating via video/audio
conference. The purpose of this SPECIAL MEETING is for the City Council to receive briefings regarding
COVID-19 UPDATE,COUNCIL DISCUSSION—MOVING FORWARD WITH DELAYED PLANNING
AGENDA ITEMS and POSSIBLE ADDITIONAL FORMAL MEETING DATES, COUNCIL
RECONCILIATION OF THE FY2020-2021 RESOURCE MANAGEMENT PLAN, as well as consider
the item listed on the printed agenda.
This Special Meeting will be broadcast on cable tv, www.vbgov.com and Facebook Live. Citizens are
encouraged to submit their comments to the City Council prior to the Special Meeting via email at
Ci tvCou nci l(a,vbgov.com.
Sincerely,
Robert M. Dyer
Mayor
Cc: City Manager
City Attorney
City Clerk
Deputy City Managers
FOIA Officer
Communications Office
if 01%
CITY OF VIRGINIA BEACH
AGENDA ITEM
ITEM: An Ordinance to Transfer $2,000,000 from the Tourism Investment Program Fund to
the Tourism Advertising Program Fund for Increased Advertising and Marketing
Efforts
MEETING DATE: May 5, 2020
• Background: The Tourism Advertising Program Fund (TAP Fund) receives
dedicated revenues from the meals tax, transient occupancy tax, and the $1 per room night
occupancy tax. Due to the current economic environment brought about by COVID-19
pandemic, the Convention and Visitors Bureau (CVB), at the request of the Virginia Beach
Hotel Association, the Virginia Beach Restaurant Association and other industry
stakeholders, would like to provide an updated interim response advertising/marketing
campaign in order to position the City as a top-of-mind vacation destination of choice,
thereby jump-starting our local economy.
• Considerations: As a result of declining revenues, fund balance within the TAP
Fund is projected to be fully utilized by the end of FY 2019-20. The TAP Fund does not
have the capacity to absorb additional costs associated with an enhanced marketing effort.
The Tourism Investment Program Fund (TIP Fund), which is also supported through
dedicated trustee tax revenues, has capacity to absorb these additional costs. In order to
enhance marketing efforts and assist in the recovery efforts for local businesses, a transfer
of $2,000,000 from the TIP Fund to the TAP Fund is requested.
The CVB plans to develop a revised response campaign with a new branded commercial
featuring Virginia Beach tourism assets. This effort will bridge the gap until the "We're Open"
tourism campaign can be relaunched. These additional resources will be used for the
following purposes:
• Approximately $150,000 of the funds transferred will be used for concepting, media
production and trafficking of this new campaign with a third-party creative agency.
• Approximately $50,000 will also be spent to secure Adara Impact, a media ROI
research tool, that will track lodging searches and lodging booking revenues directly
attributed to consumer exposure with campaign ads for benchmarking purposes.
• Approximately $1,800,000 will be applied directly to media expenditures. Specific
digital media buy tactics include online travel agencies like TripAdvisor and Expedia
as well as connected TV, instream video, pre-roll ads, banner ads, native ads, and
social media ads.
To ensure efficiency of the media buy dollars, the CVB will target 10 cities prioritized by
greatest propensity to drive to and spend money in our market between June and August,
I
I
according to Visa and Arrivalist booking data: Washington, D.C.; Richmond; Philadelphia,
Pittsburgh and Harrisburg, PA; Baltimore; Charlotte; Greensboro and Raleigh. Ads will be
optimized in real time towards markets and targeted personas/demographics generating the
most accommodations searches and bookings. This proposed advertising initiative is
estimated to generate a minimum of 58.3 million consumer impressions. According to a
recent advertising ROI study conducted by Virginia Tourism Corporation (VTC Integrated
Marketing Effectiveness Study by OmniTrak, 2019), every $1 in advertising generates $7 in
estimated visitor spending.
• Public Information: Normal Council agenda process.
• Attachment: Ordinance
REQUESTED BY COUNCILMEMBER TOWER
REQUESTED BY COUNCILMEMBER TOWER
1 AN ORDINANCE TO TRANSFER $2,000,000 FROM THE
2 TOURISM INVESTMENT PROGRAM FUND TO THE
3 TOURISM ADVERTISING PROGRAM FUND FOR
4 INCREASED ADVERTISING AND MARKETING EFFORTS
5
6 BE IT ORDAINED BY THE COUNCIL OF THE CITY OF VIRGINIA BEACH,
7 VIRGINIA THAT:
8
9 $2,000,000 is hereby transferred from the Future CIP Reserve within the Tourism
10 Investment Program Fund to the Tourism Advertising Program Fund for the Convention and
11 Visitors Bureau to undertake enhanced marketing and advertising efforts.
Adopted by the Council of the City of Virginia Beach, Virginia on the day
of 2020.
APPROVED AS TO CONTENT: APPROVED AS TO LEGAL SUFFICIENCY:
Budg & Management Services City Attorney' Office
CA15056
R-2
April 29,2020