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2000-04-06CITY OF ENCINITAS ACTION MINUTES OF REGULAR COMMITTEE MEETING TOURISM AND MARKETING COMMITTEE April 6, 2000 Present: Council Member Sheila Cameron; Council Member Dennis Holz; City Manager Kerry Miller; John Mclsaac, Carolyn Cope, Jerry Brooks, Julian Duval, Gary Tucker, Bruno Scharer; Amado Quintanilla; Paul Davis; Judy Cunningham; Kirk Van Allyn; Kent Bry; Joe Koch; Vanessa Williams; Sid Shaw; Judianna Shannon; Chuck Ades; Rob Spence; Mark Skok; Lynne Love; Kirsten Richter; Barbara Miller; Jerry Brooks; George Gowland; Cyd Shaw; Michael Charnow; Gary Tucker; Evelyn Weidner, Bob Rauch #1 Call to Order and Announcements ITEM # 2 Development of Action Steps DIRECTION /ACTION Meeting called to order at 8:15 A.M. by Council Member Sheila Cameron. Ms. Cameron thanked everyone for coming. Everyone introduced themselves. Ms. Cameron announced that Capri School will have a silent auction to benefit the children. The committee members were asked to think about possible donations for the event. Some of the members noted they will be happy to donate items to the silent auction. Ms. Cameron noted that during March she went to Washington, D.C. for the National League of Cities Conference and then to Boston to spend St. Patrick's Day. President Clinton was the featured speaker at the conference. She traveled to San Jose for another League meeting. She stated that she believes it is important to pick up literature whenever travelling to another city. She brought back brochures from these cities for the committee members to peruse and consider similar brochures in Encinitas future Tourism and Marketing strategies! She noted how San Jose has miniature menus (business card size) available to the public. Ms. Cameron then introduced Kerry Miller, the City Manager, to facilitate the subcommittees' status reports. Mr. Miller indicated that he would like the facilitator for each group to present a progress report for their group. He reviewed each group's goals and objectives from the last meeting. It was noted that some of the groups were able to come up with very specific goals and objectives. However, other groups had a more difficult time in doing so. It was decided that the groups would attempt to get together to develop a more specific action plan prior to the next meeting. (See Attachment A — outline of groups and members) Mr. Miller noted that Peder Norby, Group I facilitator, was not in attendance due to the DEMA National Mainstreet Association Conference in Boston, Massachusetts. However, he notes that Mr. Norby is involved in the downtown parking area; and the Historic Encinitas Sign should be unveiled during Encinitas Days in October. The goal to commence the 101 Streetscape is at the end of December 2000. Mr. Miller indicated that one the City Council's goals is to complete this project in a quick turnaround time. Mr. Miller turned the meeting over to the remaining groups' facilitators. Marcus Skok announced that Ralph Rogers, Group 2 facilitator, was not in attendance; However, he can report on their progress. Their task is to create a vision for the ambiance of Encinitas and determine the required infrastructure. Their group decided to focus on the coastal Encinitas including the parks, beaches, and lagoons. Their goal in developing the ambiance of Encinitas was not to focus on what the City is now, rather what it can be in the long term. They believe the ambiance created should portray Encinitas as a celebration of nature, beaches, wetlands, gardens; a place which is casual and spiritual, and a place which is friendly towards visitors, families, pedestrians, bicyclists, and small businesses. Group 2 has concluded that the infrastructure required to obtain this ambiance includes: a standing shoreline committee which promotes recreation and property protection; beach sand; aesthetic, non - obtrusive structures to ensure beach safety; signs and maps directing visitors; large "welcome" signs; hanging flower pots along Hwy 101; bike trails along the rail corridor; beach and lagoon access; pedestrian rail crossings; and, a parking facility close to I -5 with shuttle service to the beaches and Hwy 101 corridor. Lastly, Mr. Skok stated the Tourism and Marketing Committee, along with the City Manager should determine priorities, timelines and funding realities. (See Attachment B — Vision Paper) Input from the committee members include: • The need to include open space preservation in the infrastructure requirements; • Downtown parking close to the businesses is needed along with parking near the freeway. It is noted that Ms. Cameron indicated that there are two downtown parking locations currently being considered with the NCTD to provide Coaster and downtown parking; • Create an interest for the tourists — something that will catch their attention and draw them to the City; • Place city events signs at the parking lots which would be a list of current events taking place within the city; • Include in the ambiance events such as The Encinitas Street Fair, the City Birthday Party, Taste of Mainstreet; Classic Car Nights, etc. All these events can and should draw tourists to our town. Dennis Holz noted that some of the items Group 2 included in their action plan are already occurring, including: Shoreline Committee, rail trail, bluff safety and protection, beach sand, and rail grade separation. There is no need to create a new process for these items. Mr. Miller indicated that the group could try to find ways to bolster the city's efforts. Mr. Miller asked the committee members to narrow down the priorities. The following items were noted as priorities: • Flowers at the base of the welcome signs; • Continuous sidewalk from Lagoon to Lagoon; • Signs (Ms. Cameron noted that entrance signs with flowers can be done quickly; need to seek donations from the flower growers; however, the maintenance of the flowers is a concern.) • Flower baskets the length of the Hwy 101 corridor (varied with banners on street poles); • Doggy bag stands along the pedestrian walkways /trails; • Changing, current events signs in the parking lots, on the web sites, and at the campgrounds; • Create an all purpose trail (for pedestrians with dogs, biking, running) rather than just a bike trail; • Consider placing sand sculptures on Beacon's Beach that can dissolve and bolster sand on the beach; • Parking (Mr. Holz noted that parking should be number one priority. If we bring more tourists to our town without parking available, we will be driving them away); • Create /develop a "Molly Trolley ", shuttle service, or mini bus service; • Destination signs similar to those seen in Europe; • Open Space. Mr. Miller concluded that signs, parking, and open space appear to be high priorities for the members. Group 2 may want to focus on these issues and better define what needs to be done and how it will be done. Vanessa Williams, Group 3/4 facilitator, presented a report on the groups' progress. She noted that four meetings have taken place with their group. The group created a Mission Statement, which is as follows: "To promote the awareness of Encinitas and the cultural diversity through education, image, and special activities that we offer. " The group came up with several aspects which they believe make Encinitas unique. Some of those aspects include: the gardens, Classic Car Nights/Woodies, holistic medicine, surfing, golf, flower growers, lagoons. Ms. Williams indicated that Jerry Brooks will present a video, Rob Spence will report on the web site, and she will discuss brochures. (See Attachment C — Meeting Notes) Ms. Williams noted brochures are already available and the group concluded that the brochures did not need to be redone at this time. However, they did feel that a one -page information sheet should be developed. Some of the information that could be included is a guide to the local hotels and restaurants, as well as a calendar of events. The information sheet could be distributed at the hotels, restaurants, DEMA, etc. Jerry Brooks presented a brief promotional video created for Ocean Inn as an example of what can be done for the City. It was reported that Planet X might be able to develop a promotional video for the City for approximately five thousand dollars. The video could be an excellent way to market and promote the ideas created by the Tourism and Marketing Committee. The group's goal is to develop a video to promote Encinitas. The contents of the video and the locations it could be shown still need to be considered. Ms. Cameron noted that the committee members appear to be enthused about the development of the video so we should move ahead with the project. She further noted that there would need to be a good discussion on the script content and the group needs to ensure that the committee is updated and involved in the process. Ms. Weidner noted that the video could be made available to the hotels for use by their visitors. Funding for the development of the video was discussed. Mr. Miller indicated the possibility of matching funds with the City and businesses. Rob Spence discussed the web site. He noted that a separate Web Site Sub - Committee was formed out of their group. Their goal is to collectively present on the web site the image of Encinitas while maintaining the uniqueness of the city. The Chamber of Commerce has a web site, which Mr. Spence suggested could be a focal point for Encinitas and could also be used as a link to other sites. A banner needs to be developed for the web site and the links. Perhaps the use of a special logo would aid in recognizing the link. The group needs to locate resources and they are working with Judy Cunningham on this. Carolyn Cope, Croup S facilitator, reported on their progress. She indicated that Public Art is an issue that has been addressed by the Arts Commission and funding for it has not been placed in their budget for this year. Their group decided the best way to begin would be to survey the public beginning with this Committee. The survey should aide them in determining what people think about public art, what are their ideas about it. By surveying the Committee members, they will get a picture of what this committee would like to focus on. They will try to get as much consensus as possible since funding will need to come from the public. They are focusing on a long -range plan. Ms. Cameron noted that along with public funding, they might want to consider private donations of both artwork and money. Ms. Cope indicated that they are looking at local and regional artists. The group will attempt to get consensus by involving many sources — artist panels, businesses, local citizens. The survey is the first step. Their immediate goal is to get an idea of how and what the committee feels about public art. Ms. Cope indicated that once they have the surveys from the committee members, they will bring back the results. Mr. Miller asked for suggestions from the committee members. Mr. Davis stated that it might be interesting to have a "floating" art exhibit, to move throughout the city. Ms. Cope noted that there has been the idea of having an art mobile travelling throughout the city allowing the local community members to participate in art. Mr. Koch suggested that a surfing statue be placed at one end of the city entrance. Another idea was a whale tail at one end of the City and whale head at the other end of the City. Mr. Van Allyn suggested a mobile sculpture which could move around the city. Mr. Miller noted that Sacramento has done a wonderful job with public art. An example is their county jail. They have created the Sacramento and California Rivers down the side of the building. It runs from the top to the bottom. He noted that public art does not only mean art in the usual sense, but it can also be artistic, architectural designs. Mr. Miller further noted that the Committee members have done a wonderful job. He believes the members are at a point where we can hold each group accountable to get actual work done. He believes the next group reporting should take about 30 to 45 minutes. Ms. Cameron concluded the meeting by indicating that art is subtle and pervasive; there is an awareness level. It is important to get the art out there into the community. She asked the Committee members to think about what they are in the process of doing, which is creating our city for not only ourselves but future generations to enjoy the quality of life we enjoy!. Lastly, Ms. Cameron indicated that she would like Encinitas to become a part of the White House's Millennium Cities. As the past guest speaker Hillel Schwartz discussed, there are many simple things we can do within the City to accomplish this. None. Oral Communications ITEM #4 Discussion of Agenda Items for Future Meeting 1) Sub - Committee Action Plan Follow Up Reports. Next Meeting April 20, 2000. Adjournment Meeting adjourned at 10:00 a.m. Prepared by Gina Rubottom ATTACHMENT A SUB - COMMITTEE CATEGORIES 1) Parking, Sidewalks, Convenience, Specific Plans, Railroad [Bruno Scharer, Gary DeWitt, Tom Black, Sid Shaw, Crystal Wells, Fred Caldwell, Peder Norby, John McIsaac, George Gowland, Gary Tucker] 2) Ambiance, Beaches, Beach Promotion /Lagoons, Physical Infrastructure [Ralph Rogers, Charles Marvin, Lynne Love, Julian Duval] 3) Image, Publications, Niche, Mission Statement, Programs, Visitor's Center, Packages/Tours [Chuck Ades, Judianne Shannon, Vanessa Williams, Paula Kirpalani, Michelle Hayes, Jim Clark, Kent Bry, Kirsten Richter, Paul Davis, Julian Duval, Marietta Rogers, James Statser, Jerry Brooks, Encinitas Chamber of Commerce: Rob, Judy, Arlene] 4) Educate Residents, Involvement, City Pride [Vanessa Williamsj 5) Arts, Statues, Festivals [Carolyn Cope, Barbara Miller, Judianne Shannon, Robert Mance, Joe Koch, Kirk Van Allyn, Dan Hare, Edgar Engert]