2000-01-13CITY OF ENCINITAS
ACTION MINUTES OF REGULAR COMMITTEE MEETING
TOURISM AND MARKETING COMMITTEE
January 13, 2000
Present: Council Member Sheila Cameron; Council Member Dennis Holz; City Manager Kerry Miller; John Mclsaac, Carolyn Cope, Jerry Brooks, Julian Duval, Bob Rauch;
Michelle Hayes; Jim Clark; Paul Davis; Paula Kirpalani; Therese Vallaincourt; Jim & Jeannette Statser; Gary Tucker, Edgar Engert, Lois Rotsheak; Dan Hare, B. Schraier; Julie Post;
Amado Quintanilla
#1
Call to Order and Announcements
DIRECTION /ACTION
Meeting called to order at 8:10 A.M. by Council Member Sheila Cameron. Thank you for coming.
Ms. Cameron announced that at today's meeting, the committee will be discussing and setting up
sub - committees. Ms. Cameron then introduced Kerry Miller, the City Manager, and indicated that
he would briefly discuss T.O.T. policy.
Mr. Miller presented information on T.O.T. payments. He indicated that the staff reviewed the
City's T.O.T. ordinance and compared it to surrounding cities. The information was obtained from
Internet Websites. Mr. Miller believes that our city's ordinance appears to be consistent with other
local cities. The ordinances are almost identical regarding penalties and the provisions for
implementing penalties. The only exceptions noted were with the City of Escondido and the City
of San Diego, with Escondido having more severe penalties.
He noted it appeared that the Hotel /Motel Association's main concern with T.O.T. payments
pertains to how the provisions are being administered. Mr. Miller indicated that the City will now
be reviewing and flagging delinquent files within two weeks following the end of the month the
T.O.T. is due. Written notification will be sent, and also, as a matter of courtesy, telephone calls
will be made to the property owner advising of the delinquency.
Mr. Miller further indicated that there seemed to be confusion as to what is considered "timely
posting." He reported that postmarks are accepted and deemed timely paid if the payment is
postmarked on or before the due date. If the due date falls on a Sunday or a holiday and the
payment is postmarked on the following Monday, then payment is considered late. However, Mr.
Miller noted that this provision might be further discussed with the City to make it friendlier for the
property owners.
The question "Where does T.O.T. money go ?" was asked by one of the committee members.
Council Member Dennis Holz answered that 80% of the money goes to the General Fund and the
remaining 20% goes to sand.
ITEM # 2
Mr. Holz reported that we would be discussing the forming and implementing of sub - committees.
Establishment of Sub - Committees and Direction for
Mr. Holz introduced Mr. Miller as he will be assisting with the implementation of the sub-
Y2000 and beyond
committees.
Mr. Miller indicated that it appears the committee has some good background work already done in
the effort to promote the community and community events. As a result, the City has a lot of
potential.
Mr. Miller announced that, when forming sub - committees, it is helpful to brainstorm on issues that
the committee needs to focus on. The committee members then created the attached list of ideas
and issues for this purpose.
Mr. Miller requested that the committee members keep these ideas in mind and also come up with
additional ideas to add to the list. He requested that each of the committee members choose five items
from the above list, which they feel are the most important and need to focus on. At the next meeting
we will see where we are as a group.
It was decided that the next meeting would be a two -hour session. Mr. Miller added that there are
other members of our community that should be a part of these discussions. He requested that the
committee members seek out these individuals or groups and invite them to the next meeting.
(property owners, golf course people, etc.)
# 3
None.
Oral Communications
ITEM #4
1) Prioritize and further discuss Marketing Strategies.
Discussion of Agenda Items for Future Meeting
Next Meeting
February 10, 2000 (rescheduled from February 3, 2000 due to the unavailability of Mr. Holz and Mr.
Miller)
Adjournment
Meeting adjourned at 9:20 A.M.
Prepared by Gina Rubottom
DRAFT IDEAS/ISSUES FOR CREATION OF SUB - COMMITTEES
1) Ensure involvement of local business owners;
2) Better use of the Encinitas Brochure. How are we using the brochure to carry forward or communicate The City's image (Nature's Coastal
Paradise);
3) Coordinate the activities of the Chambers;
4) Creating a unified or integrated message (disjointed effort);
5) Tie in the Downtown Specific Plan, and Streetscape, and the North Coast Specific Plan and the Future Cardiff Specific Plan with Tourism &
Marketing;
6) Broaden the committee's definition and purpose to enfold the concept of Hospitality;
7) Focus on best use of the rail link between Encinitas and Los Angeles;
8) Develop an identity for Encinitas;
9) Promoting our beaches and Marine Preserve;
10) How to promote/market Encinitas as a destination point;
11) Promote "Flower Capital" and "Surf Capital" /obtain greater participation from these industries;
12) Create a Mission Statement for Tourism and Marketing (What are the markets and how do we get to them ?);
13) What is our theme ?;
14) Transportation /travel ideas (develop "Greyline" Tour);
15) Incorporate marketing efforts into regional marketing efforts;
DRAFT IDEAS /ISSUES FOR CREATION OF SUB - COMMITTEES (continued)
16) Evaluate current use of funds;
17) Need for upgrading our product & product mix (better define our product);
18) Identify our heritage;
19) Downtown Encinitas sign;
20) Permanent downtown police presence (bikes /community policing);
21) Railroad right -of -way enhancement;
22) Improve social and physical infrastructure;
23) Programs based on children, family, and art themes;
24) Trade shows;
25) Method to evaluate strategies;
26) Airport advertising (overall advertising strategy);
27) Relationship mending between businesses and groups /central coordinated effort;
28) Visitor's center /marketing;
29) How to capitalize on neighboring amenities (Legoland, golf, etc.)