April 17, 2021 Breaking News, Latest News, and Videos

Santa Monica City Council To Consider Tourism District To Boost Occupancy:

For tourists visiting Southern California, Santa Monica is a likely destination. City officials are weighing up a new plan in a bid to not only attract more tourists to Santa Monica, but also encourage them to stay in one of the city’s many hotels.

Council members filed and received a report Tuesday by City staff to consider the development of a new assessment district that “would be a self-imposed and self-governed benefit assessment district designed to help fund marketing and sales promotion efforts for Santa Monica hotels.”

To be considered again at its Dec. 11 meeting, Council members will decide whether or not to create a Santa Monica Tourism Marketing District (SMTMD) in hopes of bringing more tourism dollars to the city.

Such districts were created in other cities, including Long Beach, Los Angeles, and West Hollywood and, as City staff pointed out, have been used to help promote their communities as tourism destinations.

Among the activities the SMTMD would partake in to promote tourism to Santa Monica: print advertisements in magazines and newspapers; television and radio advertisements; attendance at trade shows; and, partnerships with public relations firms.

According to City staff, the new district, or SMTMD, would essentially complement Santa Monica’s Convention and Visitors Bureau (CVB) as a sustainable funding source that would provide additional revenues for tourism promotion and marketing.

If created, the SMTMD would include all lodging businesses located within the boundaries of the City of Santa Monica with an average daily room rate of $100 and above and be in effect for five years. According to City staff, 30 hotels would pass that threshold and be subject to an assessment.

“The assessment would be assessed at a fixed rate, per occupied room, per night,” City staff stated in a report.

The assessment rate would be $2 per room night for hotels with an average daily rate between $100 and $199.99. For hotels where the average daily rate is between $200 and $300, the assessment rate would be $3 per room night. If the average daily rate exceeds $300, the assessment rate would be $4 per room night.

Assessment rates, which would be collected by City Hall on a quarterly basis, could potentially be increased by no more than 25 cents per year.

City staff stated the funds would be used for marketing and sales promotions to increase tourism and to market Santa Monica lodging businesses as tourist, meeting, and event destinations.

“The programs and services provided with the district funds will be designed specifically to drive room night sales at assessed lodging businesses,” a report issued to the CVB by Civitas stated. “Only assessed lodging businesses will be featured in marketing materials, receive sales leads generated from district-funded activities, be featured in advertising campaigns, and benefit from other district-funded services. Non-assessed lodging businesses will not receive these and any other district-funded services.”

Logistically, the CVB would serve as a standing advisory committee with four to nine members, with at least four of those members representing the assessed hotel. The SMTMD could potentially be disestablished should existing levels of funding for marketing programs be reduced.

The SMTMD is expected to have an average annual budget of about $3.13 million to supplement, not supplant, existing City funding for tourism marketing.

According to City staff, tourism and the Transient Occupancy Tax (TOT) has long been a significant General Fund revenue stream that supports basic City services and functions. In the 2010-2011 Fiscal Year, City Hall reported the TOT generated about $36 million.

City Hall also reported allocating more than $2.5 million to the CVB for the 2012-2013 Fiscal Year.

Council members Terry O’Day and Bobby Shriver were both not present at the Nov. 13 council meeting. However, O’Day was present Nov. 14 when council members voted on the Village Trailer Park agenda item.

in News
Related Posts

Edify TV: $2 Billion Beverly Hills Development Proposed Near Westside

April 16, 2021

April 16, 2021

A developer wants to build a $2 billion condo and retail development flanking the Beverly Hilton hotel. Learn more in...

State Funds Two Additional Sustainable Housing Proposals in Santa Monica

April 16, 2021

April 16, 2021

Proposals are designed to help with affordability and sustainability  By Toi Creel California is paving the way for environmentally-friendly housing...

Santa Monica City Council Rejects Proposed Ban of Certain Items at Protests

April 15, 2021

April 15, 2021

Lawmakers vote down item 4-3 at meeting this week  By Sam Catanzaro  Santa Monica lawmakers rejected a motion this week...

Edify TV: LAFD Announces Likely Cause of Ballona Wetlands Fire

April 15, 2021

April 15, 2021

The LAFD has revealed the cause of a March fire that destroyed five acres of the Ballona Wetlands. Learn more...

Shake Shack Set to Open in Santa Monica

April 15, 2021

April 15, 2021

NYC-based burger chain to open at Wilshire and 5th this weekend By Kerry Slater East Coast burger joint Shake Shack...

Restaurant Spotlight: Piccolo Bringing Fine Italian Dining to Santa Monica and Venice

April 15, 2021

April 15, 2021

Latest restaurant from Chef Antonio Mure with two locations on Westside  By Timothy Michael An esteemed chef with deep ties...

Edify TV: Venice Handball Courts Encampment Cleared

April 15, 2021

April 15, 2021

Sanitation crews Thursday cleared a homeless encampment at the Venice Beach handball courts. Learn more in this video made possible...

ArcLight Cinema Santa Monica Closing

April 14, 2021

April 14, 2021

Pacific Theatres will not reopen locations across country due to pandemic  By Sam Catanzaro  The 12-screen ArcLight Cinema complex in...

Westside Cafe Helping Save Monarch Butterflies

April 13, 2021

April 13, 2021

This Westside cafe is doing its part to keep its namesake insect, the monarch butterfly, safe. Learn more in this...

Junior Lifeguards Returning This Summer

April 13, 2021

April 13, 2021

County-run program returns to LA County beaches July and August  By Sam Catanzaro A few weeks are left for prospective...

Earth Day Beach Cleanup at Santa Monica Beach

April 13, 2021

April 13, 2021

Santa Monica Travel & Tourism organizing April 22 event  On Earth Day next week join a “micro-cleanup” to help beautify...

Six Vendors Released on Citation for Fight at Santa Monica Pier

April 12, 2021

April 12, 2021

Santa Monica police cite and release six people involved in Sunday incident By Sam Catanzaro Six individuals were released on...

City Council Passes New Measure to Meet State Affordable Housing Mandate: Santa Monica Beat – April, 12, 2021

April 12, 2021

April 12, 2021

Local news and culture in under 5 minutes. * City Council Passes New Measure to Meet State Affordable Housing Mandate...