This document summarizes a presentation on tourism improvement districts (TIDs) given at a 2013 CEO forum. It discusses how government tourism funding is being cut and how TIDs can provide stable alternative funding. TIDs involve hotels and other businesses paying an assessment on rooms or sales that is collected by the local government and managed by a destination marketing organization. The document provides examples of successful TIDs across several states that have increased tourism revenues and budgets. It also outlines some challenges in forming TIDs and managing the partnerships between public and private organizations.
18. California has two TID laws…
1989 Law
1994 Law
•
•
•
•
•
•
•
•
•
•
•
•
No petition
1 year term
Annual renewal
Business only
Appointed advisory board
City can disestablish
50% + 1 petition
5 or 10 year term
Business or property
Non-profit management
Annual report
Payors can disestablish
19. Montana has 1 TID law…
Property-based
60% footprint petition
Collected with property taxes
3-10 year term
Payors can disestablish
DMO must manage
20. Montana has seen results…
+ 4.3% demand
(Billings)
3.50:1 ROI
10
districts
Awareness up
5-10X
+9.2% ADR
(Billings)
27. There are many different ways to
structure TID management.
28. An existing nonprofit can manage…
Board
Hotel, Restaurant, Retail
Government Representatives
Elect directors & officers
Executive Committee
Set Policy
Duties delegated by Board
Nominating
Committee
Audit
Committee
Compensation
Committee
Sales
Committe
Marketing
Committee
29. Or work with a new corporation…
Contract
Existing Corporation
Program Implementation
Executive
Committee
New Hotel Corporation
Oversight
Sales & Marketing
Committee
(formerly the TMD
Executive
Committee)
Nominating
Committee
Audit Committee
Finance Committee
30. Or, a hotel corporation can manage.
Board of Directors
Hotels
(Funding Only – No Marketing)
DMO
Other Vendors
Lodging & Other
Representatives
Special Initiatives
Develop annual budget
Events
43. There are four types of state funding…
General fund appropriations
Room / bed tax
Tax increment financing
Variegated sources
44. Funding
Sources
By State
General Fund
TN, NC, ND, WY, MN, PA, RI, NY, MI, MS, MA, MD, VT, VA, GA, CT
SC, KY
Variegated
KS, CO, WA, WV, AZ, CA, LA, OK
FL, NM,
WI, AK, I
A
OH
Sales TIF
IN, SD,
AR
NH, ME
Room Tax
IL, HI, MT, DE, ID, TX, OR, AL, NE, NV, NJ, KY
MO, UT
50. California has Proposition 26…
Voters approved in November 2010-Article XIIIC of CA
Constitution
All levies are a tax and require a 2/3 vote of the
electorate, unless:
Seven exceptions:
• A charge imposed for a specific benefit conferred or privilege granted directly
to the payor that is not provided to those not charged
• A charge imposed for a specific government service or product provided
directly to the payor that is not provided to those not charged
51. Partnerships aren’t always perfect…
Strong mayor
District approved, but contract not signed
Council strongly supports district
Mayor successful at delay
52. If hotels can do it, why not others?
Restaurants
Retail
Attractions
Wineries
Auto
53. Mammoth Lakes TID
Included Business Types
•
•
•
•
•
Attractions
Restaurants
Retail
Transportation
Other tourism related
Challenge is linkage between programs and assessees as
defined businesses
Restaurant/Retail Districts have been created
54. Newport Organizational Chart
Newport Beach
Foundation
Visit Newport Beach
501 (c)(6)
6-member board
501(c)(3)
Fundraising Arm
(Potential Future Organization)
TBID management/Brown Act
Newport Beach & Co.
501(c)(6)
TOT Funds
24-member board
No Brown Act
Film Newport Beach
Attract film companies
Revenue from
permits
Celebrate Newport
Beach
Execute events
Develop new events
Dine Newport Beach
RBID Management
Marketing
Enterprise Newport
Beach
B-2-B & BID
marketing
Despite this, governments are diverting funds away from tourism marketing.
Since the TBID was created, Santa Barbara has been able to use the additional funding to outpace the state average in both ADR and occupancy.
Gains in RevPAR for high and low seasons from Feb 2012 – Feb 2013. Low season is November – April, high season is May – October. TBID funds have been used to target low seasons. As such, growth in low seasons has been stronger than in high seasons.
Gains in RevPAR for high and low seasons from Feb 2012 – Feb 2013. Low season is November – April, high season is May – October. TBID funds have been used to target low seasons. As such, growth in low seasons has been stronger than in high seasons.
Many state blend financing mechanisms – often have one general fund or hotel tax revenue plus one of the miscellaneous items. Miscellaneous items will be discussed.
Kentucky has both general fund and room tax $ - this is the only state that doesn’t fit into the diagram as it should, so it’s shown in both circles