2008-12-04
- CITY OF ENCI N ITAS
CULTURAL TOURISM COMMITTEE :
ACT,ION MINUTES
,
Poinsettia Roorn Civic Center
505 South Vulcan A~venue
Thursday, Decem_ber 2008 at.$:00 a.m
r
THE CITY OF ENGINITAS IS AN EQUAL OPPORTUNITY PUBLIC ENTITY AND DOES NOT DISCRIMINATE ON THE BASIS OF RACE, COLOR, NATIONAL ORIGIN, SEX,
RELIGION, AGE OR DISABILITY IN EMPLOYMENT OR THE PROVISION OF SERVICE. PLEASE NOTIFY THE COMMITTEE SECRETARY AT LEAST 72 HOURS BEFORE
THE MEETING IF DISABILITY ACCOMMODATIONS ARE NEEDED.
PRESENT:
Council Member Dalager, Arts Administrator Gilliam, Richard Phillips, Grace Madamba, Jacy Bolden,
Paul Davis, Shari Fortmueller, Tess Radmill, Peder Norby, Charlie Marvin, Sally Foster, Janelle Vesci,
Julian Duval, and Committee Secretary Lewis
CALL TO DRDER = INTRODUCTIONS
Dan Dalager called the meeting to order at 8:03 a.m. Self Introductions were made.
APPROVAL OF MINUTES - NOVEMBER 6, 2008 MEETING
Committee Consensus to approve the meeting minutes of the November 6, 2008 meeting.
ORAL COMMUNICATIONS ,
None.
REGULAR AGENDA
1. GREEN AWARENESS EXPO - T. RADMILL
Tess Radmill representing the Cardiff 101 Chamber introduced herself to tfie committee. She discussed
the upcoming Green Awareness Expo taking place at Cardiff Elementary School on Sunday, December 7,
from 10 a.m. to 3 p.m. The event would feature presentations by local experts, workshops and vendor
booths. Tess stated they had over 50 vendors lined=up and the event would focus on environmental issues
such as energy efficiency, solar power, water conservation, green arehitecture, landscaping and
sustainability.
2. KRINGLE MINGLE EVENT AT CARDIFF TOWN CENTER - T. RADMILL
Tess Radmill announced that the Cardiff Kringle Mingle would be on December 11, from 5:00 to 9:00
p.m. at the Cardiff Town Center. The event would feature holiday music, bagpipes and crafts, as well as a
giant poinsettia tree. She announced that poinsettias were available for a$25 sponsorship which would
also include a commemorative ornament. Danny Salzhandler was constructing a large welded tree to hold
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and display the sponsored poinsettias. There would be 150 total poinsettia sponsorship possibilities
available.
3. SALES TAX REPORT AND INTRODUCTION OF THE BUY LOCAL PROGRAM- R.
PHILLIPS
Richard Phillips, Assistant to the City Manager, introduced himself to the committee and discussed the
intent of the agenda item regarding the sales tax report and the buy local program. Richard stated the
concept was that the city would assist to develop some collateral and educational materials as part of an
educational campaign. The second phase of the pragram would be to invite the chambers and various
merchants to expand the campaign.
Richard shared a PowerPoint presentation concerning sales tax information for Encinitas based on
information provided by a city consultant that reviews the sales tax figures for various jurisdictions. The
presentation covered the second quarter of 2008, from April to June.
Richard discussed a slide depicting the bxeakdown and distribution of the California Use and Sales Tax
dollars. The sales tax rate in San Diego County was 7.75% and of that 5%% goes to the state which
helps to support local schools, state operations, etc. Of the various allocations, approximately 1% comes
back to the local community.
The next slide depicted a chart by a municipal revenue tracking firm, showing third quarter receipts which
were essentially a reflection of second quarter sales covering April through June 2008. According to the
graph, Encinitas saw a negative 5% drop in sales tax, which was considered good as many other
jurisdictions were seeing double digits losses.
AnotHer slide depicted a graph featuring sales tax revenues for Encinitas over the past 13 quarters. The
graph illustrated an approximate 9% decrease over that 13 quarter timeframe.
The next slide displayed sales tax per capita for Encinitas compared to other cities in the region, with
visible peaks and valleys during the holiday shopping season. Encinitas demonstrated a higher per capita
spending on goods, more than the county and more than the state, meaning that a portion was captured in -
Encinitas by spending from other jurisdictions. Tlie group discussed the chart relative to which regions `
feature yarious shopping outlets and revenue dollars:
The next slide showed the breakdown of the city's expenditures based on the general rule that 1% of tlie
sales tax revenue goes back to the local agency. In Encinitas, approximately 48% supports public safety;
10% supports parks & recreation services;: 11% supports a portion ofboth engineering and public works
services; 8% goes to support capital projects and 4% goes to debt service on items such as the Encinitas
Lxbrary and the Hall property.
Richard stated the city was proposing the development of a sales tax retention campaign. The objective
of the program was to encourage residents and shoppers to obtain their goods and services from local
establishments. The first step was to make the connection between ho_w purchasing goods and services
locally would provide economic benefits to the community as a whole and by retaining sales tax dollars
locally.
Discussion ensued regarding zoning and the downtown specific plan relative to profitable land uses, such
as car sales.
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Richard showed the group a draft logo for the Buy Local-E program and discussed the planning and
implementation of the proposed program. Implementation would be done in phases with the first phase
being informational and educational, and would include development of a logo, establishment of a web
site presence, and having information featured in the city newsletter. Part two of the implementation
program would be to obtain merchant participation by working with the various chambers and merchant
groups to encourage participation, create shopperincentive, and other strategies such as a buy local
loyalty card. The last phase in the campaign was sustainability which would consist of establishing a
method to sustain the program itself.
With council approval, tlie city would provide the iunding for collateral. Richard showed a few concept
pieces for bumper stickers, website, etc. The program would be presented to the City Council on Dec. 10,
for funding approval for the collateral materials. With approval, the timeframe for implementation would
target January for campaign development and website launch, inviting the merchant groups and
encouraging participation. In February they would have an insert in the spring newsletter to educate
households. In March and beyond the focus would be to increase participation. After spring the focus
would be sustainability to ensure that the program was working.
The group made several suggestions regarding the program and discussed similar campaigns in other
cities. Discussion ensued regarding various advertising ideas and suggestions on how to get the word out.
ANNOUNCEMENTS
Committee Secretary Lewis made several announcements on behalf of Grace Swanson with San Dieguito
Art Guild. There was currently a small image show at the gallery which would run through the month of
December. On Friday, January 9, from 5:00 to 8:00 p.m., the San Dieguito Art Guild would be having an
Artists' reception featuring Grace Swanson; Darlene Katz, Lynn Ely and Ellen Cramer. On New Year's
Day, Kirk Van Allyn; one of their long-time members, would construct a sand labyrinth at the foot of
Stonesteps. He would begin at 2 p.m. and finish at sunset,
Grace Madamba with Lux Art Institute announced that in honor of their one year anniversary, Lux would
be free and open to the public through December. Saturday would be the last day of residency for Artist
in Residence, Allyson Moritsugu. Her artwark would be on exhibit thru January 3, 2009, On Saturday,
December 6, from 1:00 to 3:00 p.m. Lux would have a birthday celebration to commemorate their one
year anniversary. December 17, would be their last Lux at Night for the year. Peder Norby commented
on Lux winning top honors at the Orchid and Onions Awards,
Sally Foster with Mira Costa College stated that in December there were no events scheduled at the San
Elijo carripus, but'that there were various activities and events taking place on the Oceanside and other
Campuses.
Jacy Bolden, the City of Encinitas Environmental Committee Coordinator discussed "A day without a
bag" that was planned for December 18, 2008. The event was scheduled to take place every year on the
third Thursday in December. Jacy stated there would be a press event and free give-away's of canvas
totes and smaller versions of a portable "Chico" bag. They worked with various retailers throughout the
city to pazticipate.
Paul Davis provided an update regarding plans for a Bourth of July event. He has been working with
various groups, such as the Sons of the American Revolution, and many were planning to come in
uniform.
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Janell Vesci with the Encinitas Chamber announced they were having their annual Sundowner event at
Quail Gardens on Tuesday, December 9.
Charlie Marvin representing the Leucadia 101 MainstreetAssociation commented on the visitor traffic at
the Leucadia Beach inn. Charlie announced the annual Light up Leucadia event featuring holiday lights
along the 101 in Leucadia. :
Peder Norby, the Highway 101 Coordinator, discussed the Leucadia streetscape project. He also
mentioned the utilities undergrounding issue which would be discussed at the Council Meeting on
December 10, 2008.
Arts Administrator Gilliam commented on the Encinitas Live website, stating that many of the upcoming
holiday events were posted on the site.
Julian Duval with Quail Botanical Gardens announced the Encinitas Chamber of Commerce Sundowner
would take place at the gardens on December 9, which would be the preview of their traditional holiday
festival Garden of Liglits display. The Garden of Lights would be on display December 11-23 and 26-30
from 5:00 to 9:00 p.m. Julian distributed handouts with various upcoming classes taking place at Quail
Gardens: He also announced that the Encinitas Holiday Parade would take place on Saturday, December
6. Quail would be featured in the parade; however, due to animal staging and coordination issues; this
year they would not have horses in the parade; a truck would be pulling their entry instead.
DISCUSSION OF AGENDA ITEMS FOR FUTURE MEETINGS
None.
NEXT MEETING: THURSDAY, JANUARY 8, 2008 AT 8:00 A.M.
ADJOURNMENT
Council Member Dalager adjourned the meetings at 9:12 a.m.
By: Brandi L. Lewis, o tte Secretary
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