Transcript Slide 1

SAN DIEGO TOURISM MARKETING DISTRICT
REPORT OF ACTIVITIES
for
FY2013 – PART II:
City Council Meeting
March 28, 2013
Lorin Stewart, SDTMD Corporation
Jere Batten, CPA, CFE, Batten Accountancy, Inc.
FY 2013 PART II:
Period of Collections:
January 1, 2013 – May 30, 2013
Period of Incurred Expenditures:
FY 2013 Q4
(April 1, 2013 – June 30, 2013)
NEW DISTRICT MANAGEMENT PLAN
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Reconstructed to Accommodate PROP 26
Refined District Created for Assessed Hotels
SDTMD Contractor Funding Not Guaranteed
Annual Distribution:
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90% Sales & Marketing Programs
5% Contingency
5% Admin including fully loaded City Fees
Two Major Benefit Categories Created
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Benefit Category A:
• TMD Meeting & Group Sales / Consumer Direct Sales & Marketing
• Payor Universe = Lodging businesses in City of SD with thirty (30) rooms or more
• Assessment @ 1.45%*
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Benefit Category B:
• Destination Marketing with Specific Call to Action for TMD Lodging Businesses
• Payor Universe = All Lodging Businesses in City of SD
• Assessment @ 0.55%*
* All TMD lodging businesses of 30 or more rooms pay Categories A + B for total assessment of 2%
Benefit Category A
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A1- Meeting and Group Sales & Marketing Programs
and TMD Consumer Direct Sales & Marketing Programs
(DMO)
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A2 – Sub-Regional Targeting
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A3 – Competitive Targeting
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Payor Universe = Lodging businesses in City of SD with
thirty (30) rooms or more assessed at 1.45%
Benefit Category
A3 : Competitive Targeting*
See Application / Guidelines - Appendix 4
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A1.1 - Hotel Meeting Sales
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A1.2 - Event Management and Group Sales Dev.
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A1.3 - Tourism Development including Travel & Trade
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A1.4 - Group Meeting Direct Marketing
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A1.5 - Consumer Direct Sales & Marketing Programs
* Payor Universe = Lodging businesses in City of SD with thirty (30) rooms or more
assessed at 1.45%
Benefit Category B
Destination Marketing (DMO)
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Benefit Category B advertising campaigns and
earned media to drive sales demand for San Diego
TMD lodging businesses.
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Payor Universe = All Lodging Businesses in City of
SD assessed at 0.55%.
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Includes revenue from businesses with 1-29 rooms*; and
Includes revenue from businesses with 30 rooms* or more.
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% estimates to be provided by City
All campaigns must have proportional other-source
funding reflective of benefits.
FY2013 - Part II – Budget
Summary
Estimated Funds Available
$11.66 M

TMD Assessments
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FY2013 Carryover
NA
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FY2013 Interest
NA
$11.66 M
Allocations
Category A
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Variable Distributions
$ 7.59 M
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Opportunity/Catastrophe reserve
$
422 K
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SDTMD & City Admin
$
422 K
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TOTAL CATEGORY A
$ 8.43 M
Category B
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Destination Marketing
$ 2.90 M
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Opportunity/Catastrophe reserve
$
161K
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SDTMD & City Admin
$
161K
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TOTAL CATEGORY B
$ 3.23 M
FY2013 Part II – Budget
By Contractor
Category
A1
A1.1
A1.2
A1.3
A1.4
A1.5
A2
Contingency
Admin & Ops
Total A
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B
Contingency
Admin & Ops
Total B
Total
SDTMD
SDTA
VARIABLE
$2,629,596
$1,197,634
$ 279,525
$ 388,918
$ 629,518
$2,299,946
$ 165,053
$
$421,677
$421,677

$161,322
$161,322
$582,999
421,677
$4,960,594
$ 3,051,273
$2,586,400
$
$
$2,586,400
$7,546,994
$ 478,721
$3,529,994
317,399
161,322
TOTAL
$ 2,629,596
$ 1,197,634
$ 279,525
$ 388,918
$ 629,518
$ 2,299,946
$ 165,053
$
421,677
$ 421,677
$ 8,433,544
$ 2,903,799
$ 161,322
$ 161,322
$ 3,226,443
$11,659,987
FY2013 Part II – Budget
SDTMD Administration
Description
Category A Category B Total
Personnel
Contract Svcs
Overhead
City Admin
$ 37,305
$163,825
$ 9,709
$210,838
$ 14,271
$ 62,675
$ 3,714
$ 80,662
$ 51,576
$226,500
$ 13,423
$291,500
Total
$421,677
$161,322
$582,999
QUESTIONS?