1998-0901_CHAMBER OF COMMERCE_H1b_Agenda Report • •
AGENDA ITEM September 1, 1998
TO: George Scarborough, City Manager
FROM: Mechelle Lawrence, Economic Development Administrator
SUBJECT: Consideration of the Extension of the Existing Memorandum of Understanding
Between the City and Chamber of Commerce for the Provision of Visitor Services
During Fiscal Year 98-99.
RECOMMENDATION:
Extend the existing Memorandum of Understanding between the City and Chamber of Commerce
for carrying out visitor services during Fiscal Year 98-99.
SITUATION:
A. Summary:
In October 1996 the City Council approved a Memorandum of Understanding between the City and
Chamber of Commerce which funded $25,000 for visitors services in fiscal year 1996-1997. That
MOU was extended for fiscal year 1997-1998. Once again because this past year has marked
significant accomplishments these services have been budgeted for a second extension at a cost
of $25,000. Therefore, the City Council is requested to extend the existing Memorandum of
Understanding between the City and Chamber of Commerce for carrying out visitor services during
Fiscal Year 98-99.
B. Background:
While the Chamber of Commerce has received funding from the City for carrying out visitor related
services during recent years these past two years mark significant accomplishments in terms of
bringing new visitors to San Juan Capistrano, especially via railway. During the past year the
Chamber of Commerce has responded to nearly 1,000 calls each month, assisted scores of group
tours, organized special events, provided support in the form of welcome groups, participated in
the yearly Los Rios Street Festival, developed the Business Expo portion of the San Juan Summer
Nltes Concert Series, participated and jointly funded an expanded printing of the annual community
events calendar, developed the new information kiosk at the Mission entrance on Ortega Highway,
and distributed the Walking Tour Brochure and Downtown Visitors Guide. In addition, the
Chamber has also developed active subcommittees contributing new ideas and direct support with
visitor services. These subcommittees include the Hospitality and Tourism Committee, Economic
Development Committee, and the Special Events Committee.
FCR CITY COUNCIL ACE: W _
AGENDA ITEM -2- September 1, 1998
During the Council's original approval of the Memorandum of Understanding, a list of goals to be
undertaken by the Chamber of Commerce were endorsed as follows:
Visitor Services Goals/Activities (as endorsed by the City Council on October 1, 1997):
Goal#1: Enhance San Juan Capistrano's response to demands for visitor related
information.
This goal calls out five different activities including responding to phone inquiries, providing written
information as needed, ensuring that the same information/materials are being provided by the
Chamber and Mission, coordinating the construction of a visitor's information kiosk, and developing
a unified community calendar to be distributed to target groups, individuals and organizations.
Goal#2: Enhance San Juan Capistrano's identity as a local, one-day destination to
southern California and primarily, Orange County/San Diego travelers.
This goal calls for the Chamber to coordinate with Amtrack, and other rail lines, to develop San
Juan Capistrano's recognition as a great one day destination, providing Saturday morning visitor
information, market the City to convention groups, work with travel writers and coordinate articles
with Orange County and San Diego travel publications, and assist tour buses with information on
lunching and shopping locations near the Mission.
Goal#3: Extend the average stay of Mission visitors to include visits to other
destinations in downtown area.
This goal has three separate activities with the Chamber assuming lead role in two areas: 1)
working with merchants to stock information racks about City amenities and retail information, and
2) involving the merchants in the stockpiling of a future visitor's information kiosk with coupons etc.
The third goal relies on the City to work with the Chamber of Commerce to encourage downtown
merchants to extend their hours of operation (especially during the summer months) into the
evening.
Goal#4: Extend San Juan Capistrano's identity as a place to visit throughout California.
This goal relies on implementing four activities (with the Chamber and Mission working together)
to gain media coverage in larger, state wide publications, working with airline publications,
coordinating on going exhibits at the O.C. Airport, and working with City merchants to identify
locations that can accommodate large meeting groups.
Goal#5: Extend San Juan Capistrano's overnight (hotel) market by increasing
occupancy levels from 50% to 60%.
While this goal is perhaps the most difficult to achieve due to the fact that there are other "market"
factors that influence hotel occupancy levels. However, as much as can be done at a local, direct
level, seven specific activities can help improve the recognition that there are hotels in the
•
AGENDA ITEM -3- September 1, 1998
community available for overnight travelers. Essentially this goal relies on promoting the hotels
and working directly with tour groups, restaurants, and property owners to make sure that
continuous correct information is made available.
All of these goals identify that the Chamber of Commerce is to assume the lead role in carrying out
the activities toward its implementation. However, because the issues at hand involve City permits
or support, or utilizing Mission resources, the goals mention the involvement of all three entities
where appropriate.
C. Memorandum of Understanding:
The Memorandum of Understanding (MOU) provided as an attachment is an agreement between
the City and the San Juan Capistrano Chamber of Commerce. Under this agreement, the Chamber
of Commerce agrees to provide visitor related services in accordance with the City Council's goals
and objectives stated for a Visitor's Bureau. The City will rely upon the Chamber of Commerce to
work with these organizations (ie. the Mission, City, etc.) to provide an effective response to visitor
demand for services.
The Memorandum of Understanding will be in effect for this fiscal year (1998-1999) only. In
addition, as a condition for funding the Chamber's services, the MOU requires the Chamber of
Commerce to submit a monthly report outlining the following information:
1. Number of visitor related phone calls handled for the entire time period with an estimated
breakdown on monthly basis.
2. Number of special events involved in for the time period to attract visitors to the community.
3. Number of tour groups assisted.
4. Summary of tourism activities and general services provided during the stated time period.
A final report is required to be provided to City staff by May 30, 1999. A final report was provided
this year in compliance with the current agreement. In addition, the Chamber of Commerce's report
may include information about any additional unforeseen events or activities taken by the
organization toward meeting the goals and objectives for the Visitor's Bureau objectives.
COMMISSION/BOARD REVIEW AND RECOMMENDATIONS:
None.
FINANCIAL CONSIDERATIONS:
The allocation of $25,000 for Visitor Related Services was included in the 1998-1999 fiscal year
budget.
AGENDA ITEM -4- September 1, 1998
PUBLIC NOTIFICATION:
This item does not require a public hearing notice; however, copies of this report were sent to the
Chamber of Commerce, Mission San Juan Capistrano, and hotel operators located in the City of
San Juan Capistrano.
ALTERNATE ACTIONS:
1. Extend the existing Memorandum of Understanding between the City and Chamber of
Commerce for carrying out visitor services during Fiscal Year 98-99; or,
2. Do not extend the existing Memorandum of Understanding between the City and Chamber
of Commerce for carrying out visitor services during Fiscal Year 98-99; or,
3. Continue the item and direct staff to return with further information on specified issues.
RECOMMENDATION:
Extend the existing Memorandum of Understanding between the City and Chamber of Commerce
for carrying out visitor services during Fiscal Year 98-99.
-spectfully submitted,
� , /�, I ,
ik
Mechelle Lawrence
Economic Development Administrator
ml
Attachment:
1 . Memorandum of Understanding with Attachment "A"-Visitor's Bureau Objectives & Goals
FY 98-99
C:VNECHELLE\ED\COC\98FUND.CC