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Home My WebLink About5-5-2020 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 4 ,1041A•t3Fgc4, City of Virginia 'Beach �o r t 46of toolks INcom 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