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HomeMy WebLinkAbout2012-04-23 Tourism PacketCITY OF m"kIVERS 2K n" i MISSOURI Upstream from ordinary. ToURISM COMMISSION MEETING — RESCHEDULED MEETIN RIVERSIDE CITY HALL 2950 NW VIVII ROAD RIVERSIDE, MISSOURI 641 TENTATIVE AGENDA APRI 23, 2012 6 :00 P.M. 1. Call to order 2. Roll call 3. Motion to a pprove minutes of March 19, 2012 4 . FY 2011-2012 Tourism Fund Budget 5. Summer Events Update 6 . Motion to approve funding for Summer Event Advertising 7. Motion to app reprised Tourism Commission Guidelines 8 . Adjournment Meredith Hauck Director of Community Relations ATTEST: Posted 04/16/2012 at, :00b. . TOURISM COMMISSION RIVERSIDE, MISSOURI Monday, March 19, 2012 6:00 p.m. The Tourism Commission for the City of Riverside, Missouri, met in the Board of Aldermen Conference Room at City Hall, 2950 NW Vivion Road, Riverside, Missouri on March 19, 2012 at 6:00 p.m. Answering roll call was Dirk van der Linde, Jerry Pietsch, Jason Rule and Alderman Aaron Thatcher. Also present was Meredith Hauck, Director of Community Relations (recorder). Deana Winter was absent. Motion to approve Commissioner van der Linde moved to approve the minutes. Commissioner minutes of February 9, Pietsch seconded the motion. All voted in favor. Motion carried. 2011 Tourism Fund Update Hauck provided the Commission with a copy of the FY12 budget. Motion to approve Midwest All Truck Nationals missed the grant deadline as a result of the $10,400 for the Midwest lead organizer being in the hospital. They are requesting $10,400 for the All Truck Nationals 2012 event. Commissioner Pietsch moved to approve $10,400 in grant funding for the Midwest All Truck Nationals 2012 event. Commissioner van der Linde seconded the motion. All voted in favor. Motion carried. Motion to approve Hauck explained that the Commission had previously heard the details of $5,000 for the Girls on this request. The event will be on May 19 in the Horizons area and expects the Run 5K to draw 2,000 people to the community. Alderman Thatcher added that he attended the race in Riverside in 2011 and he thought it was a great event to have in our community. Chair Rule moved to approve $5,000 from the marketing budget for this event. Commissioner Pietsch seconded the motion. All voted in favor. Motion carried. Tourism Commission The Tourism Commission Funding Guidelines were last updated in 2012. Funding Guidelines Hauck provided the commission with a draft copy that updated the previous Review language to be in line with the current process where Board of Aldermen approval is no longer required for funding requests. The Commission spent time discussing changes to the 45% cap on grant requests. Hauck explained that the current language allows the Commission to approve 45% of the projected budget. After analyzing the final reports, Hauck found that the Tourism grants actually covered more like 55 -60% of the actual budget. Hauck suggested revising the langue to say that ongoing events can be approved for up to 45% of the previous year's revenue and one - time /first -time events can be approved for up to 45% of the projected budget. The Commission decided that they would like to move forward with an arrangement where events could be eligible for grants up to 25% of the projected budget, but if approved, the Commission would match $1 for every $3 raised from other sponsors up to a total amount of 45% of the projected budget. Hauck will revise the language in the Commission Funding Guidelines and bring back to the April Tourism meeting for approval. Other Business Chair Rule provided a draft of the letter that will be sent on behalf of the Tourism Commission to the Riverfest Development Corporation. A copy of that letter is included in the minutes. Adjournment — 7:23 p.m. Commission was adjourned. Holly Phillips Riverside Riverfest Development Corporation 2950 NW Vivion Road Riverside, MO 64150 Riverside Riverfest Committee: On Monday, February 13, the Tourism Commission approved $44,347.50 for the 2012 Riverside Riverfest. We feel this event is one of our community's defining festivals and are excited to once again be able to help sponsor it. One of the challenges we have imposed on ourselves is to ensure we are getting the greatest "bang for our buck" from tourism dollars. On events we fund, we break them down into their respective components to ensure that each component is contributing the maximum benefit to the overall event. We are very critical even of our own sponsored events such as Blast. For example, we have changed major elements of Blast in an attempt to make it as successful as possible. This year we have chosen to move in a completely different direction and sponsor three smaller events during the summer. bring this up because I want to make it clear that our intentions are to be good stewards of tourism dollars and we attempt to make honest assessments of each event and its components. Riverfest is one of our major annual sponsorships. Each year when we review the grant for Riverfest we struggle with the amount of funding we provide versus the draw in attendance for this two -day event. Riverfest is the highest "$ per attendee" event we fund. Some components of this event are very successful and provide a tremendous draw and garner goodwill and positive word of mouth from attendees. Some examples include the inflatables, headliner entertainment, and Saturday night fireworks. Other elements of the two -day event do not appear to provide a good return on dollars spent. Some examples include Friday night activities and fireworks (compared to Saturday), parade and other Saturday morning /afternoon events with low attendance. We would like to see Riverfest expand on its top 2 or 3 draws and become an event that sets itself apart from all other events in the northland. We believe a greater focus on doing a few things exceptionally well vs. doing many things in an average manner would be a greater draw and provide an even greater opportunity to present our city in a positive light. As we discussed with Riverfest committee members last year, we are interested in seeing this event become a greater tourism draw to Riverside. Although we have discussed a number of suggestions on how Riverfest could do this, we know that the decision on how the event moves forward is ultimately up to the Committee. However, as Riverfest 's largest sponsor, we will take a closer look at how well the event aligns with our goals during the 2013 grant process and strongly encourage the Riverfest Committee to consider how the event can be a better tourism draw in the coming years. We propose the Riverfest Committee takes an honest assessment of the overall event and seek ways to improve attendance vs. dollars spent. The Tourism Commission remains a strong supporter of Riverfest and we would welcome the opportunity to meet with the Committee to provide additional feedback on the event. Respectfully, Jason Rule, Chair On behalf of the Riverside Tourism Commission Riverside Tourism Commission FY 11/12 Fund Update Fund Overview Reserve Fund $100,000 Fund Balance $227,918 1 2011/2012 Budget 1 $180 000 Approved Projects Percent Budget Committed (Over) /Under City Marketing 20% $36,000 $33,500 $2,500 City Events 35% $63,000 $60,000 $3,000 Other Events 45% $81,000 $73,733 $7,268 Total 1 100% $180,0001 $167,233F $12,768 Approved Projects Project Marketing City Other Highland Games $17,500 Northland Ethnic Fest $1,485 Riverside Riverfest $44,348 Midwest All Truck Nationals $10,400 2012 Summer Festival (s) $60,000 Trail Signage $20,000 Summer Advertising Camp. $8,500 Girls on the Run 5K $5,000 Total $33,500 $60,000 $73,733 Italiziced = not approved Updated 04/04/2012 City of Riverside, Missouri Tourism Commission Funding Guidelines BOA Approval: June 22, 2010 Page 1 of 9 2012 DRAFT City of Riverside, Missouri Tourism Commission Funding Guidelines Table of Contents Chapter Title Page 1. Background: Tourism Tax Fund and the Tourism Enhancement Grant Program 3 2. Tourism Fund Objectives 4 3. Available Funding 4 4. Applicant Eligibility 5 5. City- Initiated Projects 5 6. Tourism Enhancement Grant Process 6 7. Final Report 9 8. Sponsorship Recognition 9 BOA Approval: June 22, 2010 Page 2 of 9 2012 DRAFT Tourism Fund Overview 1. Background: Tourism Tax Fund and the Tourism Enhancement Grant Program a. Tourism Tax Fund The enabling legislation for Riverside's bed tax specifies what a bed tax is and how it shall be levied. But the legislation is not specific on how funds will be used; only specifying that, "There is a separate Tourism Tax Fund Commission into which all tourism tax revenues shall be deposited and from which only eligible expenditures for promoting tourism shall be made." From State Statute RSMo 67.1363: "The revenue received from the tax shall be deposited in a special fund and used solely to promote tourism. b. Tourism Tax Commission Upon adoption of the tourism sales tax, there shall be established a Tourism Tax Fund Commission to consist of five members appointed by the governing body of the city. Of these members, one shall be a representative of the hotel and motel industry and two shall be active in the tourism industry; the remaining members of the commission will be members of local general business interests of the city. All members shall be residents of the city. One member of the Board of Aldermen shall serve as liaison in a non - voting capacity. Members of the Tourism Commission will be appointed for a term of three years; but, of the members first appointed, one shall be appointed for a term of one year, two shall be appointed for a term of two years, and two shall be appointed for a term of three years. Members of the commission may serve no more than two consecutive terms. The members will serve without compensation. c. Conflict of Interest All members, including those who are active in the tourism industry, hotel /motel industry and local business, must at the time proposals for funding are being judged indicate if they have a conflict of interest in regard to any of the proposals. It is the member's responsibility to point out any conflict or potential conflict of interest that is occurring or may occur. If the conflict of interest does occur, the conflicted members must excuse themselves from the area of discussion until the comment period is completed. Conflicted members may not comment or vote on the proposal. BOA Approval: June 22, 2010 Page 3 of 9 2012 DRAFT d. Tourism Enhancement Grant Program A portion of the Tourism Tax Fund will be utilized to establish and operate a reimbursement program created by the City of Riverside, Missouri to support development and marketing of events, activities and projects that will increase direct visitor expenditures within the City of Riverside. 2. Tourism Fund Objectives a. Mission Statement The mission of the Riverside, Missouri Tourism Commission shall be to expand and enhance the tourism industry to make the City of Riverside one of the region's premier destinations through the use of the Tourism Tax Fund b. Goals Through disbursement of Tourism Tax monies, the Riverside, Missouri Tourism Commission will: • Increase ✓ the number of first -time visitors to Riverside ✓ the number of return trips of current visitors ✓ the length of visitor stays • Generate significant research -based return -on- investment for Riverside's residents and businesses • Expand the visiting public's awareness of Riverside's unique history, events, activities and amenities. 3. Available Funding a. Funding Pools The City of Riverside's fiscal year is July 1 -June 30. The City of Riverside Board of Aldermen will determine the amount of Tourism Tax Funding available for distribution in the upcoming fiscal year no later than June 30 of the current year. b. Tourism Fund Allocation At least 30% of the Tourism Fund Revenue will allotted to fund projects through the Tourism Enhancement Grant Program. The remaining funds will be available to fund projects including, but not limited to, City- sponsored events and tourism - related marketing. c. Unawarded Funds Any Tourism Tax Fund revenue not awarded will be rolled into the general Tourism Fund to be reallocated in the next fiscal year. BOA Approval: June 22, 2010 Page 4 of 9 2012 DRAFT d. Reserve Funds 10% of each year's Tourism Tax Fund revenue will be held in escrow as an emergency reserve. The total of reserve funds shall not exceed $100.,000. The fund will be utilized to cover outstanding obligations in the event there is a significant decrease in the revenue stream. Reserve funds may also be used to fund projects deemed as exceptional by the Tourism Commission and Board of Aldermen. Reserve funds may be accessed by a vote of the Tourism Commission and subsequent approval by the Board of Aldermen. 4. Applicant Eligibility Eligible applicants must be: • not - for - profit • non - religious • non - political organizations • divisions of government located in the service area (defined as the City of Riverside or the County of Platte). Organizations that do not meet the not - for - profit criteria, but feel they have a very exceptional project, may appear before the Riverside Tourism Commission for consideration of funding directly from the Commission without having to indirectly apply for funding through a not - for - profit entity. The request must be submitted in writing and detail why the organization feels the project is so exceptional as to be funded without the umbrella of a not - for - profit entity. S. City- Initiated Projects City projects may be brought to the Tourism Commission for funding consideration. All proposals must be in the form of a memo and contain the following components: • Project overview and history • How the project supports the goals of the Tourism Commission • Measures of success that will be utilized (both quantitative and qualitative) • Budget request including general categories of expenditures As with other funding requests, the Tourism Commission will recommend an overall budget amount to the Board of Aldermen for approval. A detailed budget will be available for review after the event as part of the required Final Report (see #8). BOA Approval: June 22, 2010 Page 5 of 9 2012 DRAFT All expenditures related to city- initiated projects, including overtime staffing costs, are eligible to be covered by Tourism funds. 6. Tourism Enhancement Grant Process a. Application Process 1. There shall be two Tourism Enhancement Grant funding cycles during each fiscal year. • Fall Deadline: August 1 • Spring Deadline: February 1 2. Half of the funds allotted to the Tourism Enhancement Grant funding pool will be available in the fall. If less than half is awarded during the fall cycle, all remaining funds will be available during the spring cycle. 3. Applicants can apply for funding up to one calendar year in advance of their event date. 4. All requests for funding will be given equal consideration during each funding cycle. Any projects brought to the Tourism Commission outside of this process are not guaranteed funding consideration. 5. All reports from previously funded activities or past activities requesting expansion funding, in addition to new application packets will be reviewed according to guidelines set forth by the Tourism Commission... ;1�,'h�ch !!,....# urn m�Lo fl inAinrs rornmmonr4nf;r%nc to tho Di% orcir4p Rnnrr4 of Alr4prnnnn . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... . . . . . . . . . . . . . . . . . . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ... . . . . . . . . . . ... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. . 1IIUR\. 1N11NT71b 7 t.VV11T711\.71\ilG\.1V11J \.V G11t. 1 \1Vt.1 J1Nt. VVU1 GI V1 / llNt.1 1111.11. 6. Applicants may be asked to make a five - minute presentation before one or both bodies concerning project funding. Applicants will be notified at least one week in advance of their presentation time and date. 7. Application Process Schedule BOA Approval: June 22, 2010 Page 6 of 9 2012 DRAFT Fall Cycle Spring Cycle Available Funds Determined June 30 December 31 Available Funds Advertised July January Application Deadline (by 12 p.m.) August 1 February 1 Application Review and Applicant August February Presentations to the Tourism Commission. Rnnr 4 of AlAnrmon rp%Ap%ei of TnlIrian V V U 1 t+l 'V'1 . I ". 1 ...V 1 . i.. A 1 ...,..t. V it. V V ..... 1.......1, V 1 J'1 ....1. Confomhor J\.. .. �. .,.,. Mnrrh ,V I U 1 V ...i .....a.n. .... .r1�.ra.�.�.r. .r1w. v 1 ... 1 ... 1 .. 1 . 1 I .. I .. J . J . 1 . 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M Awards Announced no later than the third September March Tuesday of the month. BOA Approval: June 22, 2010 Page 6 of 9 2012 DRAFT 8. All applications will be evaluated on their own merit annually. b. Application Components The following must be attached to the Tourism Enhancement Grant Application • A list of all officers and board members. • 501 incorporation papers or a copy of the annual report filed with the Secretary of State. • Previous event summaries and budgets (if an on -going event). • A complete budget /financial statement of the project. • Documentation of matching funds (award letters, letter of donation from source, etc.) • Cover letter outlining the project and how it will benefit the City of Riverside. Please address the Tourism Commission goals specifically. c. Application Evaluation Applications will be reviewed by the Tourism Commission and evaluated on items such as: • Supports goals of the Tourism Commission • Potential for positive return on investment • Completeness and thoroughness of application, including budget portion In addition, applications will be considered in relation to the other projects that have received funding in that fiscal year in order to promote a diverse offering. d. Minimum and Maximum Funding Requests Requests for grant funding must be a minimum of $1,000 and may not exceed 45% of the ro'ect's total bud et. The Tourism Commission will fund up to 25% of .... p J ..... the project's total budget budget and then match up to an additional 20% of the total budget by providing $1 for every $3 of other funding received. BOA Approval: June 22, 2010 Page 7 of 9 2012 DRAFT e. Funding Procedures Once funding has been approved for a project, the responsible organization will submit invoices for eligible expenses to the City and the vendor will be paid directly. City staff will work with organizations to guide them through this process and track available funds for a project. f. Eligible Expenses • Advertising /Publicity • Collateral Material Design • Printing • Facility Rental Fees (not including City facilities) • Security Fees (not including those paid to the City of Riverside) • Equipment Rental • Food (itemized receipt or invoice must be provided) • Permits • Eventlnsurance • Costume Rental • Entertainment • CPA Expenses • Research • Trophies /Awards g. Ineligible Expenses. Exceptions and Exclusions • Postage • Equipment Purchase • Staffing or Security Expenses paid to the City of Riverside • City Facility Rental Fees • Telephone /Long Distance • Office Supplies • Travel Expenses (transportation, lodging, meals, toll and fees) • Administrative Costs (in -house or out-of-house) • Clerical Activities • Consultant or Lobbying Fees • Alcoholic Beverages of Any Kind • Capital Improvement Costs • Contracted Labor Costs • Cost of Promotional Items for Resale • Costs for otherwise eligible materials that contain (or appear to contain) paid advertising • Membership Fees or Dues • Projects not open to the public BOA Approval: June 22, 2010 Page 8 of 9 2012 DRAFT 7. Final Report Projects receiving Tourism Funds must complete a final report and submit it to the Tourism Commission within 60 days of project completion. The report will include the following details: - The outcome of the project or event - Report on the measures of success (qualitative and quantitative) collected - Budget overview, including total revenues, expenditures and matching funds - If the project will be repeated in the future and if it is anticipated that Tourism Funds will be requested 8. Sponsorship Recognition The City of Riverside must be identified as a sponsor for all projects receiving Tourism Funds. The City reserves to right to request approval on any piece that utilizes the City logo or name in order to preserve the integrity of the City of Riverside brand. BOA Approval: June 22, 2010 Page 9 of 9 2012 DRAFT