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HomeMy WebLinkAbout11-24 RESOLUTION NO. j l ' p2 K A RESOLUTION of the City Council of the City of Port Angeles, Washington, amending Lodging Tax Advisory Committee Policies by adding Lodging Tax Funding Program goals and priorities to the Policies. WHEREAS, policy direction by Council is indispensable for the establishment of good government; and WHEREAS, on August 15, 2023, Council adopted Resolution No. 05-23 setting forth guided policies for the allocation and administration of lodging tax funds; and WHEREAS, City staff proposes changes to the existing policies to improve the processes for execution of tourism-related contracts and to achieve a better balance in the City's approach to promoting our local tourism economy; and WHEREAS, the Council finds that the revised policies as attached in Exhibit A enable the City to achieve a balanced and sustainable approach to promoting our local tourism economy. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Port Angeles that: 1. The 2023 Lodging Tax Advisory Committee Guided Policies is hereby repealed and replaced with the 2024 Lodging Tax Advisory Committee Guided Policies, which is attached as Exhibit A. 2. Exhibit A is hereby approved and adopted. PASSED by the City Council of the City of Port Angeles at a regular meeting of said Council held on the ( day of Oa-AL/2024. Kate Dexter, Mayor ATTES : Kari Martinez-Bailey, City rk APPRO ED AS TO FORM: William E. Bloor, City Attorney 4 PORTANGELES LODGING TAX WASHINGTON . U . S . ADVISORY COMMITTEE Vision, Goals, Priorities, and Procedures for Lodging Tax Funding Programs Vision: To best utilize lodging tax funds to create a welcoming and inviting community with facilities and activities that increase tourism-related revenue through a sustainable visitor experience. Goals: 1. Foster and maintain a healthy and diverse tourism sector that continues to thrive. 2. Fully utilize and promote creative uses of existing facilities. 3. Improve the quality of experience and relationships for tourist and residents while diminishing any negative impacts from tourism-related activities and traffic. 4. Promote partnerships and increase tourism by concentrating on priorities identified by both residents and the tourism industry. 5. Focus on our unique Port Angeles assets that make us a premier destination for environmentally and fiscally sustainable recreation and tourism. 6. Encourage collaboration recognizing that Olympic Peninsula-based tourism supports and benefits all communities. Annual Funding Disbursement: The expected outcome of the funded activities is to increase economic activity in Port Angeles through the overnight lodging of tourists, through tourism-related expenditures, and construction of tourism-related facilities in accordance with RCW 67.28.1816 Funding categories and their percentage of annual expenditure should approximate: • Tourism-related capital facilities — 20% plus 5% reserved. Reserves are to be taken from the initial annual projected available revenues prior to LTAC consideration of expenditure allocation and budget for the annum. Capital Facility expenditures are to be used for: o New construction o Improvement and renovation • Tourism-related marketing—25% • Tourism-related non-profit business operations—33% • Events and festivals designed to attract tourists— 12% • LTAC Priorities—5% Funding Priorities—Non-events: • Lend support to a diverse range of year-round sustainable tourism activities to encourage visitors to enjoy longer stays and return often. • Support the increase of tourism capacity, where capacity is defined as the broad number activities within the community a visitor can attend, visit, or take part in when staying overnight. • Assist the maintenance establishment tourism related capital facilities including: o Wayfinding and Interpretative Signage, o Public Restrooms o Transportation facilities, and o Passive recreational park facilities (benches, walkways, and lighting). • Support efforts to improve information on attractions and facilities. • Fund proposals that encourage and enhance tourism during the off-peak time as stated below. • Promote tourism that highlights Port Angeles assets—its natural beauty,geology,outdoor activities, anthropology, community events, lifelong learning opportunities, history, culture, and the arts. • Develop key community assets that function as destinations or venues for multipurpose events on a year-round basis. • Create partnerships and synergies with existing organizations to develop and promote attractions and events for visitors. • Develop innovative opportunities that improve the tourist/resident relationship • Improve effectiveness of coordinated transportation and trail linkages. • Support of organizations and projects that promote coordination and cooperation in tourism activities. • Operation requests must not exceed$100,000 in a single year,or 15%of an organization's operating budget in a single year whichever is larger. Funding Priorities—Events: • Event funding is capped at $10,000 per year per event for all events. • Review events also based upon intangible benefits for the community, including arts and culture, local economic development, and regional/statewide/national/international exposure. • Lend support to a diverse range of tourism sustainable activities to encourage visitors to enjoy longer stays and return often. • Encourage events to become self-sufficient. • Encourage the creation of new events in the off-peak season that drive an increase in Lodging Tax. • Encourage the potential growth of existing events. Support of organizations and projects that promote coordination and cooperation in tourism activities. • Develop innovative opportunities that improve the tourist/resident relationship. • Support events that demonstrate regional marketing and marketing partnerships with other local/regional marketing organizations. • Support Projects that demonstrate a clear marketing strategy and business goals. Scoring Criteria for New Event Grant proposals—100 possible points: 1. The project or event plan is clear, and the proposal reflects enough detail to effectively determine the potential to result in overnight stays by tourists in lodging establishments within the City. (25 pts.) 2. This project statistically demonstrates a result in overnight stays. (Room nights: 20 pts.— over 200, 15 pts.—100-200, 10 pts.—50-100, 5 pts.—less than 50) 3. The proposal demonstrates the organization is working in partnership with fellow organizations and businesses. (20 pts.) 4. The project has clear marketing goals and a defined promotion plan. (10 pts.) 5. This project occurs in non-demand periods (10 pts) 6. The project lends itself to the complement of other events in the community and helps create a diversity of opportunities (arts, culture, recreation, education, or historic significance) (10 pts.) 7. The event proposal defines additional revenue benefit beyond overnight stays (likely diners, shoppers, paid parking etc.) (5 pts.) Scoring Criteria for Legacy Event Grant proposals— 100 possible points: 1. Demonstrates a proven track record to result in overnight stays by tourists in lodging establishments within the City. (25 pts.) 2. Demonstrates ability for continued increase in overnight stays by tourists in lodging establishments within the City. (25 pts.) 3. This project occurs in non-demand periods. (20 pts) 4. The project lends itself to the complement of other events in the community and helps create a diversity of opportunities (arts, culture, recreation, education, or historic significance). (20 pts.) 5. The event proposal defines additional revenue benefit beyond overnight stays (likely diners, shoppers, paid parking etc.). (10 pts.) Scoring Criteria for Non-Event Proposals (Capital Facilities/Projects)—30 possible points: 1. There is evidence provided that this project will help increase opportunities for tourism sustainable activities. 2. There is evidence provided that the project will encourage visitors to enjoy longer stays and return. 3. The project plan is clear with a timeline for action defined and the proposal reflects enough detail to effectively determine potential for success. 4. The budget provided reflects a clear understanding of the costs associated with this project and there is evidence that this budget is based on market research, structured estimates, or estimates provided by contractors. 5. The project supports LTAC priorities to increase transportation, quality of city infrastructure, wayfinding, or enhances the city's natural assets to improve the overall look and feel and welcoming design of Port Angeles. 6. The project will support our local economy through local contracts, retail purchases, or partnerships. Scoring Criteria for Non-Event Proposals (Operations& Marketing)—25 possible points: 1. There is evidence provided that organization or project will help increase or sustain opportunities for tourism related activities. 2. There is evidence provided that this organization or project will encourage visitors to enjoy longer stays or engage in return visits. 3. The proposal provides clear evidence that this organization can successfully draw tourists. 4. This project supports LTAC priorities to improve transportation, quality of city infrastructure, or wayfinding or enhances the city's natural assets to improve the overall look and feel and welcoming design of Port Angeles. 5. This project clearly reflects how the funds will be used to help sustain a tourism-related business. Scoring for Non-Event Proposal Criteria Each criterion will be evaluated on the following spectrum: • Strongly Agree—5 pts • Agree—4 pts. • Neutral —3 pts. • Disagree—2 pts. • Strongly Disagree—1 pt. • Did not answer—0 pts. Meeting Procedures • Regular LTAC meetings are two hours long and may only be extended upon approval by a majority of members present at the meeting. • Meetings are held on the second Thursday of the month. • The LTAC regularly holds five open public meetings per year: o March: New business LTAC and LTAX fund orientation, Guidance document review. o April or May: Old business, Committee member and staff recommended items. o June: Recommended revisions to guidance document, Destination Marketing Presentation. o September: Annual overall budget review and recommendation to City Council. o October or November: Annual LTAX Fund RFP award recommendation to City Council. LTAX Fund RFP Application Procedures • The annual application window will open the Friday after City Council approves the annual budget recommendation. • The RFP application window is at minimum 14 days. • Applications must be sent to ced@cityofpa.us on or before 5:00 PM of the closing date. Late applications will not be accepted. • Applications requesting funding for events must be for events that have not yet taken place. • The City Attorney's office will review all applications and determine whether the request is eligible for funding prior to LTAC review. • Events requesting operations funding must demonstrate annual service and operational impact to the LTAX Fund. • All Committee application criteria scoring will be compiled and made available in the meeting agenda packet.