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Home My Public Portal About1995_03_28_R065 The Town of Leesburg, Virginia RESOLUTION NO. A RESOLUTION: PRESENTED 95 - 65 AIX) PTE D ADOPTING POLICIES RECOMMENDED BY FORCE AND FORWARDING DISCUSSION COMMITMENT TO BUDGET DELIBERATION March 28, 1995 March 28~ 1995 THE TOURISM TASK OF THE FINANCIAL WHEREAS, tourism is an important, growing sector of the local economy and a significant component of the economic development strategy for the town; and WHEREAS, through the town and county economic development commissions a joint tourism task force was jointly formed by both the Leesburg Town Council and the Loudoun County Board of Supervisors in order to analyze a means to boost tourism efforts; and WHEREAS, the task force made a presentation before both council and supervisors on March 7, 1995; and WHEREAS, public hearings and input were an integral part of the task force process; and WHEREAS, adequate funding is necessary to implement an effective tourism program; and WHEREAS, the Tourism Task Force's report recommends a five year strategy for town, county and private funding levels; and WHEREAS, both Town Council and Board of Supervisors discussed elements of the proposed funding at the March 7, 1995 joint meeting. THEREFORE, RESOLVED by the Council of the Town of Leesburg in Virginia as follows: SECTION I. The policy recommendations included in the Tourism Task Force's attached report are hereby adopted. -2- RESOLUTION: TOURISM TASK FORCE SECTION II. The financial commitment proposed in the Tourism Task Force report is forwarded for Council consideration during the FY 96 proposed general fund budget deliberations. PASSED this 28th day of Hatch . 1995. ATTEST: Clerk of Council Town of Leesburg R:tourfunds Final Report of the Tourism Task Force Loudoun Coontyfl'own of Leeslmrg BACKGIIOUND The Loudouax Com~t-v B,:,ard of Supervisors and Lee~bu,'.a Town (~,,t,,,'il f,.,n,~c~l a Ta~k Force in February 1995 to review the cmTent .".tare of Corn,tv an¢l touri.~m promotion. There has been concen~ that both governments are fult~ii~ effort that lacks vi.~iom coordination, accotmtabilit~', measurable .~ucce.~s and a l,lan reduce a huge relimice on ~eneral fua~ds from both pul.~lic bodies, x,Vith bu¢l~ct hearing~ pending, the Ta~k Force wa~ requested to make it-. report by early 5larch 1995. With time for only a few meetings and public hearin..a., ,:,n the m,ttlcr, the 'l';~:k Force decided to limit it.-. role to the following: Devclop a l:)roces~ of inclusion t,:, reach out tr, all element: inv,;,Iv,'~l it~ ~,,~,'i~ effo,*~ in Loudotm Cotton' and the Tc, x~ai of l.ce.~,btu'g. Recommend a structure which not only could better maximize awareness - internal and external - to the County and 'i',:,w,~ in~ ~d.,, greater economic benefits to fl~e commtufit-v by enhancing revenue..-. Identify finm~cial needs to implement .".uch a ,tructure with a five-voter i,Im~ Milk the ratio of public general fmld to private sector/other fundina. Recommend m~ oversight mechanism that insures accom~tabilitv f,:,r ~n,:,~tiee spent, maintains a unique County-Town relationMfip for tc, uxism and encotu'aues growing private eector participation. PROCESS The Task Force consists of eight appointed and tln'ee ex-officio mcn~ber..-, l:,:,m' members from the Com~' ~e abo members of i~ Economic Develc,l,lnent Robe~ Buchanmx - Chainn~ Joan Rackhmn - Vice Chainnmx Ken Robinson - Former Presiden~ Loudoun Cotmtv Clm~nber ,,f C~ol Pe~onio - Representative from totu'ism industry Four members from the Toxxa~ of Lee.-bm'g are members of Developxnent Coxmnission: Marc Weiss - Chairman Chuck Thornton - Chairman. Tc,tu'ism Committee Peter OReiilv - 5lember. Tourism Committee lewell Emswiller - Toaa~ Core, cji The ex-officio member..- include Tern' Holzheimer. Jim Gahre.~ ami i.i,a ,%~i~h. Lisa Smith is Vice President of the Washington Airp,-,rt, Task Force. f,.,,-~c,' Touris~n Commil of Frederick Count3.', Mao'land and current member of L,:,t~rl,',t~ C,.,tmtv Conference & Visitor Bureau Board, Arlington Cotmtv Vi.-itors Commi.-...-ion. Ira irfa x Cot mt v Tourism and Convention Bureau Advisory. Group and the Tourism Connnittee f,,r the Washington, D. C. Convention & Visitors Association. In order to reach out to the Loudoun commmfitv as much a~ po~._-ible, certain groups known to be active in tourism were invited to pm'ticipate in the first l,ubli,- heariam. Public service mmomacements mxd a public notice were filed for die second lmblic heari~L~. Speakers were asked to comment on how they were ctuxentlv involved in tourism and how their participation could be more effective. A nmnber of specific marketing and planning recommendatio,s, were, ,ffcr,.,i wlti('l~ will not be included in this repoa. There was also a high degree of fru,trati,:,~ v,,i,'c,i ,,vet a lack of coordination among the m~y to~i~m efforts mid no effe,qive ~,', orgmfization that represented ~ Com~q' touri,m intere~t~ and ~,',t org~ization,. It became apparent that once ,u~cmre. fm~ding and ,:,x'cr~i~l~ ar,' r,',, ,Ivc, I. the Com~' ~d To~m sl~o~d conduct a s~ategic plmming ~eries (with a facili~at,,r v, build on the nlolnenMn created by tiff, Task Force. RECOMMENDATION The Task force believes the time is mfiquely ri.~ht to cal',italize ,:,,~ ~1~,' ~,,u,'i.~ potentiM. O~ ~eography m~d reso~ce, continue to offer out~tmMi~ ,q,l,,,r~m~itv. Perhaps more imposture however, to the timeline,~ of thi~ effort de,ire of ComlD' mid To~ to work to~ether. Such a spirit ,:,f COOl,erati,:,n n,,k-, ~l,i~ ~hc moment to rethink and re~c~e o~ to~i~m efforts. It is also noted that the sm-,-c~ of ~y new or revised s~c~e is dependent upon private ~ector enthusiasm a~¢l plu~ Co~ and To~q~ elected officiMs' and economic devel,',lm~en accept ~d complement thi$ new effo~. LOUDOUN COUNTY TOUIIIS.Xl COUNCIl. The Task Force recommends the formation of the Loudc, tut Council. A single organization, toter dedicated to tom'i~m, the Cotmcii i,r,:,vi,h', a f,_,,-al point for in~iO' and inve,nnen~ en,t~e~ ,)a~er~y among maximize~ Com~D' and Toam assets and l'esotu'ces. It i~ cssvi,i,:,~,-~l organization with clo~e ties to the p~lic sector. A fif[een-member B,',ar~l ;,r~i{'t~l;s~c, I"'li"v ~d direction on beh~ of the To~iem Cotmcil: a five-i~ersc,n guarantees peffonnm~ce to both dues-paying members mid p~lic ftmclina ,,',tm'c,. Minion Statement The mission of the Loudotm Coml%' Touri.-m Commil is to enhance ~l~e (:,,untv ~ax ba~e through the marketing of Loudom~ Corem- a~ a destination for bu~,ine.~ a~,l lci,.m'e travel, mxd to provide visitor sen'ice.- to enhmxce that tTavei experience. Core Totu-lsm Ftmetlons Operation of a street.-level gtate accredited l."isitor Cet~ter in the 'l',:,ws~ and other locations as may be appropriate on a ,even da)' a week ba..d.~, with .-,~al'f ~rai~c~l by a program approved by the Cotmty and Toaaf, l'~conomic Develol,ment ,,ffi,:e~. Production of tourism publications whose p,'immT function i, the County from local, regional and national market..,. An annual Loudc,u~s t,:i,h-~,lar ,:,f Events shall be published (perhaps ioindy with other orgmfizations). Coordbiation of Specific tnarket protnotions as outlined in the aI,l,rovc, I plan (~notorcoach, meetings, bicycle, walking tom's, etc.) by offering ~taff advertising proiects, packaging, etc. Promotion of special events that am'act visitors to Loudoun Comttv. l_ec,,lmr~z and other participating towns and their attractions, tlxrough an on-~oing l,ublici~y i,r,..m'mn. Involvement of the Towns in Loudoun Cotu~t.y in a special l,,'ogran~ ,,r ~h,',',tmls special activities which solicit their financial support for the 'Fc,uri,-,m £:c,m.'il. 'l'l~i,. ,',,ul{I be a Historic Towns of Loudomi brochure/driving t,:,ur that link~ towns; cooperative marketing and advertising oppornmitie.~, etc. 3 ORGANIZATIONAL STRUCTURE AND OVEIISIGliT IMarketing Plan In the opinion of the Task Force. development of a .~lal'ketimz Plan measurable goab and identified benclunark~ i, the key to ~ucce~.~ful oi,erati,:,~ml and over~ight f~ction~. The Annual bl~ketin$ Plan i, initiated by the Tt,m'i,~ ( ~d i$ reviewed and approved by the To~i$m Cotmcil Over~ight C,',nn~i~ee. 'l'l~e Marketing PI~ must meet State accreditation ,mndard$. Orsmdzmion TC Board (From membership /through function'} TC Direcior/Staff (Employed by Touri~,m Cotmcil) The Loudotu~ Cotu~ty Tottrlsm Cotmcll Tom-ism Cmmcil ~-- (Member, hip) Oversight Conmfittee Once die xnarketin$ plan is adopted, the Over,i.~ht Committee will re,'civ,' qt.,r~erly reports from the Chainnan of the To, ism Com~cil and Director of Touris:n activities, budgem and re,~ per the adopted marketing plms. The fivc-i,,'s'.,,~ Commi~ee is comprised of member, of fl~e Comm' m~d Tc,~a~ eo:,n,:,n~ic ,Icv,'l,',l,n~ent commissions mxd ~[ a~ web as the Chainnm~ of the Bom'd of Supervi.or~. The initial Oversiffht Committee shall be comprised ,:,f: Chairman of the Board of Supervisor, Chainnm~. Loudom~ Com~' Economic Devel,:,pme,~t Chainnml. Leesb~ff Economic Development Director. Loudomx Comlq' Deparnnent of Economic Assistmxt To~ax ~l~affer for Econonfic Devel,:,l,,,~ent. 'l',,w~ ,,f I.,.,.~l,t,,'~ Board of Directors On§oinff tom-ivm supervision will be provided by the fifteen ~.'~l,,q' 'l',,~ri~ Comxcil Bc,~d of Directors which i~ comprised of rel,resentative~ fron~ Elected officials Tc,~i~m Indu~nw At-Large The initial board should be appointed jointly bv the £:c,tmtv ,,~t,l 'l',,w,~. Board C~m p_o~irbaul S Loudoml Comity. District Super~'i.-.or.... app,i, inted by ~h,' (:l.~i,',,.,,, ,,f tlw Board 1 Lee~barg Town com~cihnm~, al)pointed by the ~layor of l_ee,bu,'u 1 representative appointed by the 51ayor ,:,f each t,,w,~ ,,r I,v contingent upon dxe level of fmxding The remaining ten board seats will be filled by private representing a range of industry members and ~eogral,ifi,' bal~l,.'e. For exmnple: I large coq)oration - hospitaliD' I ~maH coq~oration - ho~lfitfllity I major Com 9' destination/cuhural event 1 Leesb~ destination/heritage 1 retail est~liMnnent 5 At-Large representing agricultural and ctfltural eve~t.~, re, ',vat i, ,]~ ,:,r odxer tourism interest group. Er Officio !'non-v,:tin..;z';: Director of Touri.-.m Director, Loudomx County Del)arnnent of Econ,:,mic Dcvcl,,i,u,c,~ As~,istm~t Town .Mm~ager for Economic Devel,:,pme~,t T,,wn ,',f I.cc4,ur'.z Terms: Elected officials are al)pointed for term r,f ,,ffi,'c: I,rivat,' ..c,.t,,,','~,,t~,'i-~,~ member.~ are al',i,,:,inted f,,r stagger,'d tw,:, yom' t,',a~.~. 5 OI{GANIZATI ONA L STi{ t 'C'TLIi{i.~ [] [] [] [] [] 0 0 0 0 The Overs|ght Comndttee Consists of: Chairman. B,:,ard of Supe~'i~or~ Chainnmx. Loudo~ Co~n' Economic Develc,pmel~t Cc,mmi~io~ Chainnm~, Lee~b~g Economic Develol>ment C:c,mmi~ion Director. Loudomx Coman' Depamnent of Economic A~sistm~t Tc,~q~ Manager for Economic Devel,',l,mCnt. m~d is rt~l~nsible for: Review and approval of annual tc, t~ism marketing Review of to.ism budget Review of ~mxerly repc,~s regarding mm'ketin~ plan Prep~ation of bylaws, initi~ To.ism Codicil Board member Director ~election [] [] [] 0 0 0 0 The Totu'is, n Cotmcil Bom-d of Dir~'tors Consi.~t.,, of: 5 Elected Official.~ 5 InductW Repre..,entative.,,. 5 At-Large mid is responsil)ie for: Developing tom-ism marketing plan in conjunction xx-it.l~ thc IDircct,,r ,,f 'l',',uri~ Developing the to.ism budget Maintaining State accreditation Reposing ~axxerly on prc, gre~ against marketing l,lm~ 0 0 Director of Tom-ism m~d S~id'f hnplemen~ totu'i.-qn marketing plan Develop~ membership and private .~ector -~Ulq~C, rt 6 4) 6) 7) A vm'iety of effective cooperative aclverti~ing and promotion l,S.,,m.m~l, f,,r would be developed in conjmmtion with the private vector would am'act increa~,ing amc, mn.*. of private :ector ~,upport f,,r over five veal's, Zero-ba,ed budgeting for the touri.-m orgmfization. 1992-93 hotel tax revenue, are u..-ed in tiff..- i,r,',p,:,.*al ,',~lv t,:, ill~,~,'~,~c ~1,' I'"' '1" ,~:,1. A final bucl~et ~h,:,ukl be ba..*ed on revenue.-, m the time. In Loudom~ Corem', a 2°.0 tax generate.-. $437.208: 1% In the Tovm of Lee,burg a $% tax ~zenerate..* $13-..Uoo: The "private t, ectc, r fmxding" which is eligible for matching fm,.li,~,.z fr,',~ ~lte occupmlcy tax is defined as a combination of member:?hip ¢iuc~ l,h-. i,uldi,. ftmds for mm'ketin.g and promotion. Loudotu~ Cotmty Tourism Cmmcil Proi)osed Fm~dlng Phm Flmdin=~ Source Geuernl Reveuue Funch Loudoun CounW Town of L~burg TotM Occul~m? T~ Mmehin~ F~ Privat~ AdditionM Occupancy T~x TotM G~D TOTAL Yeau' I ~'eitr '2 ~'rar 3 ~ r~tr 4 ~ ~.~tr ,5 :FY 96) J:_~' 072, .i:3'_?_8: .1!~' ~}t~ .1:~ $15-t,700 $125.000 $1t)o.~)~)O $.33.000 $33.000 $33.000 $187,700 $158.000 $133.000 $0 $50.~)00 $00.000 $32.000 $35.000 $32.000 $3~.000 $37.000 $6~.000 $70.000 $74.000 $251.700 $2w~.000 $2o7.000 .~ '~ Not-.: 'One peree, nt of Count1' hotel occupancy tax gen~-.rate, approximat-.ly: Percent allocated to tourbm $219.000 ,""n° .... 000 $240.000 ...... ~"5'," ~)~}t) .c2nr ~) ) ) 1-1.6% :47. 1';.', 52.°`; n7 '1 :1~ I) 8