HomeMy WebLinkAbout11 - Approval of COVID-19 Economic Relief Funding Support for the Balboa Village Merchants AssociationQ �EwPpRT
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<,FORN'P City Council Staff Report
June 23, 2020
Agenda Item No. 11
TO: HONORABLE MAYOR AND MEMBERS OF THE CITY COUNCIL
FROM: Grace K. Leung, City Manager - 949-644-3001,
gleung@newportbeachca.gov
PREPARED BY: Melanie Franceschini, Administrative Analyst
mfranceschini@newportbeachca.gov
PHONE: 949-644-3028
TITLE: Approval of COVID-19 Economic Relief Funding Support for the
Balboa Village Merchants Association
ABSTRACT:
At its May 26, 2020 meeting, the City Council expressed general support for including
$40,000 in the City's Fiscal Year 2020-21 General Fund budget for COVID-19 economic
relief funding for the Balboa Village Merchants Association (BVMA). The funding would
be not be allocated, however, until the Council received and approved a report from
BVMA that outlines the efforts it has undertaken and completed in the past year, a plan
and budget outline for how it would use the COVID-19 economic relief funding, and certain
financial statements. BVMA has submitted its report for the Council's consideration.
RECOMMENDATION:
a) Determine this action is exempt from the California Environmental Quality Act
(CEQA) pursuant to Sections 15060(c)(2) and 15060(c)(3) of the CEQA Guidelines
because this action will not result in a physical change to the environment, directly
or indirectly;
b) Approve the Balboa Village Merchants Association Fiscal Year 2019-20 Annual
Report, Fiscal Year 2020-21 Proposed Projects and Budget, Profit and Loss
Statement for FY 2019-20 and balance sheet of current assets;
c) Authorize the City Manager to allocate $40,000 in COVID-19 Economic Relief
Funding Support to the BVMA in Fiscal Year 2020-21; and
d) Authorize the City Manager to execute a grant agreement with the BVMA for Fiscal
Year 2020-21.
Approval of COVID-19 Economic Relief Funding Support for the
Balboa Village Merchants Association
June 23, 2020
Page 2
FUNDING REQUIREMENTS:
The City's approved FY 2020-21 budget includes sufficient funding to allocate $40,000 to
BVMA in COVID-19 economic relief funding. It will be expensed to the City Manager's
Office, Economic Development Division, Community Support Expense Account
01020202-821015.
DISCUSSION:
About BVMA
Balboa Village Merchants Association (BVMA) represents approximately 80 businesses
and is committed to supporting tourism and economic growth, providing business
promotion, and advocating for area enhancements. The merchant association works
closely with Newport Beach and Company (NB&Co.) for its marketing, public relations,
and outreach efforts. NB&Co. hosts and maintains BVMA's website; develops and posts
social media content; and facilitates a variety of special events, promotional opportunities
and strategic advertisements.
COVID-19 Relief Funding Proposal for FY 2020-21
At the May 26, 2020 City Council meeting, the Ad Hoc Committee on Local Business
Advancement (Committee) presented its recommendations to the City Council. One of
the Committee's short-term recommendations was to provide City financial support in the
amount of $40,000 to the Balboa Village Merchants Association (BVMA) specifically for
marketing and to help their member businesses reopen and recover from the financial
impact of the COVID-19 pandemic during FY 2020-21.
The Council took a straw vote and the majority was in support of including the funding in
the City's Fiscal Year 2020-21 General Fund budget. The Council agreed the funds
should not be allocated until BVMA submits a report for the Council's review and approval
that outlines the efforts BVMA has undertaken and completed in the past year, a plan and
budget outline for how it would use the City funding, a profit & loss statement for FY 2019-
20 and a balance sheet of current assets. BVMA has submitted its report (Attachment A)
for the City Council's consideration.
The attached report indicates BVMA will focus its efforts on creating a comprehensive
marketing campaign, branding and promotions to further encourage dining, shopping and
attractions in Balboa Village. BVMA is forming a collaborative partnership with the Balboa
Island Merchant Association, Inc (BIMAI), formerly known as Balboa Island Marketing,
Inc., to cross market the unique shopping, dining, recreation and lodging options and
further drive traffic and sales to both commercial districts. This "Best of Balboa" campaign
would link Balboa Village and Balboa Island through the ferry and target two main
shopping seasons for the area: end -of -summer and winter.
11-2
Approval of COVID-19 Economic Relief Funding Support for the
Balboa Village Merchants Association
June 23, 2020
Page 3
In addition to the "Best of Balboa" marketing plan, BVMA intends to develop a long-term
merchant communication plan to communicate health, safety and other COVID-19
recovery information.
In order to execute the "Best of Balboa" campaign, BVMA would combine its $40,000 in
COVID-19 economic relief funds, with BIMAI's $20,000 in COVID-19 Relief Funds, and
an additional $10,000 in cash reserves from both merchant associations, for a total project
budget of $80,000. The breakdown for the campaign is as follows:
Paid Partnership (Waze Mobile App & Media Partnership) $15,000
Paid Advertising (LA Times, StuNews, Google, Pandora Radio, Social $20,000
Media Ads, etc.
Virtual Media Kick -Off Event zoom, Online Press Kit)
$0
Promotional Signage (Posters, Banners, Point -of -Sale Tent Cards,
Window Clings, Utility Bill Inserts, etc.)
Collateral Printed Passport)
$7,000
$10,000
Rubber Stamps/Stickers for Winners to be applied to passport
$1,000
Mobile Passport Software Fees iPhone/Android)
$15,000
Media Influencers/Bloggers
$2,000
Research/Tracking Economic Impact Stud
$5,000
"Eat.Sea.Do" Video Series Production
$5,000
Total Expenditure
$80,000
In addition to providing more detailed information about the "Best of Balboa" marketing
campaign, BVMA's report includes for the Council's review a list of BVMA's FY 2019-20
accomplishments and its FY 2019-20 profit & loss statement and a balance sheet of
current assets.
ENVIRONMENTAL REVIEW:
Staff recommends the City Council find this action is not subject to the California
Environmental Quality Act ("CEQA") pursuant to Sections 15060(c)(2) (the activity will not
result in a direct or reasonably foreseeable indirect physical change in the environment)
and 15060(c)(3) (the activity is not a project as defined in Section 15378) of the CEQA
Guidelines, California Code of Regulations, Title 14, Chapter 3, because it has no
potential for resulting in physical change to the environment, directly or indirectly.
NOTICING:
The agenda item has been noticed according to the Brown Act (72 hours in advance of
the meeting at which the City Council considers the item).
ATTACHMENT:
Attachment A — 2020-2021 Balboa Village Merchants Association COVID-19 Economic
Recovery Marketing Plan
11-3
ATTACHMENT A
2020-2021
BALBOA VILLAGE
MERCHANTS ASSOCIATION -�
COVID-19 ECONOMIC RECOVERY
MARKETING PLAN "`''
1
JUNE 2020
V�
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BEACH
& COMPANY
V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
TABLE OF CONTENTS
NEXT YEAR: FY 2020-21 BALBOA VILLAGE RECOVERY MARKETING PLAN & BUDGET
PAGE 4 FY 2020-21 BALBOA VILLAGE COVID-19 ECONOMIC RECOVERY MARKETING PLAN
PAGE 20 FY 2020-21 BALBOA VILLAGE COVID-19 RECOVERY MARKETING PLAN BUDGET
CURRENT YEAR: FY 2019-20 ACOMPLISHMENTS & FINANCIAL STATEMENTS
PAGE 23 FY 2019-20 BALBOA VILLAGE MERCHANTS ACCOMPLISHMENTS
PAGE 27 FY 2019-20 BALBOA VILLAGE MERCHANTS PROFIT & LOSS STATEMENT
PAGE 27 FY 2019-20 BALBOA VILLAGE MERCHANTS BALANCE SHEET OF CURRENT ASSETS
BALBOA VILLAGE MERCHANTS ASSOCIATION
INTRODUCTION
JOURNEY WELL BEYOND
11-6
V� 2020-2021 BALBOA VILLAGE MARKETING PLAN
INTRODUCTION
DEAR MAYOR O'NEILL AND CITY COUNCIL MEMBERS,
ON BEHALF OF THE BOARD OF DIRECTORS FOR THE BALBOA VILLAGE MERCHANTS ASSOCIATION, I WOULD LIKE TO THANK
THE CITY COUNCIL FOR ITS COMBINED 21 YEARS OF SUPPORT OF THE BALBOA VILLAGE BID STARTING IN 1999 AND THE
BALBOA VILLAGE MERCHANTS ASSOCIATION STARTING IN 2013.
WE LOOK FORWARD TO DEDICATING OUR TIME AND EFFORT TOWARD THE BALBOA VILLAGE MERCHANTS ASSOCIATION'S
FY 2020-2021 GOALS AND PRIORITIES AND TO ENSURING A PROSPEROUS RECOVERY FOR BALBOA VILLAGE FROM THE
CURRENT CRISIS.
WITH THE SUPPORT OF NEWPORT BEACH & COMPANY, WE PRESENT THIS COVID-19 ECONOMIC RECOVERY MARKETING PLAN
AND BUDGET TO ASSIST THE MORE THAN 50 BALBOA VILLAGE BUSINESSES AND RESTAURANTS WITH MUCH NEEDED
MARKETING SUPPORT TO DRIVE RECOVERY EFFORTS FOR OUR LOCAL ECONOMY.
ON BEHALF OF THE BALBOA VILLAGE MERCHANTS ASSOCIATION, WE GREATLY APPRECIATE THE CITY COUNCIL'S SUPPORT
OF BALBOA VILLAGE, AND WE LOOK FORWARD TO SHOWCASING THE LOCAL BALBOA VILLAGE COMMUNITY, INCREASING
DINER FREQUENCY AND GENERATING INCREMENTAL MERCHANT SALES DURING THIS DIFFICULT RECOVERY PERIOD.
THANK YOU IN ADVANCE.
SINCERELY,
KELLY CARLSON
BVMA BOARD PRESIDENT
OWNER BALBOA WATER SPORTS
OWNER BALBOA BEACH & BICYCLE BOUTIQUE
BALBOA PENINSULA HOMEOWNER 3 11-7
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY
MARKETING PLAN
JOURNEY WELL BEYOND 11-8
V� 2020-2021 BALBOA VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY PLAN
OBJECTIVES
1. DRIVE INCREMENTAL CUSTOMERS, SPENDING AND REVENUE TO BALBOA VILLAGE MERCHANTS TO
ASSIST WITH ECONOMIC AND FINANCIAL COVID-19 RECOVERY EFFORTS.
2. PROMOTE BALBOA VILLAGE AND SHOWCASE ALL BALBOA VILLAGE MERCHANTS TO INCREASE DINER
FREQUENCY, GENERATE MERCHANT RETAIL SALES AND INCREASE MERCHANTS' BRAND AWARENESS.
3. DESIGN CAMPAIGNS AND PROMOTIONS TO DRIVE THE RIGHT VISITOR/RESIDENT DURING THE RIGHT
SLOW PERIOD WITH THE RIGHT MESSAGE/MOTIVATOR WITH THE RIGHT MARKETING CHANNEL.
4. INCREASE AWARENESS OF THE BALBOA VILLAGE BRAND AND ITS MERCHANTS AS A TOP CULINARY,
RETAIL AND ATTRACTION DESTINATION.
5. FOSTER THE BALBOA VILLAGE MERCHANT COMMUNITY TO INCREASE STAKEHOLDER ENGAGEMENT,
WHICH WILL INCLUDE NEW, INCREASED SAFETY AND HEALTH COMMUNICATIONS TO RESTAURANTS
AND MERCHANTS AS A RESPONSE TO THE COVID-19 PANDEMIC.
6. PROVIDE EXEMPLARY MARKETING, ADMINISTRATION & FINANCE SERVICES TO BALBOA VILLAGE
MERCHANTS ASSOCIATION AND ITS MERCHANT STAKEHOLDERS. 5 11-9
2020-2021 BALBOA VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY PLAN
`BEST OF BALBOA' UNIQUE PARTNERSHIP
BALBOA ISLAND & BALBOA VILLAGE
NEWPORT BEACH'S MOST HISTORIC NEIGHBORHOODS—BALBOA ISLAND AND BALBOA
VILLAGE—FACE SIMILAR ISSUES, SLOW SEASONS AND OPPORTUNITIES FOR GROWTH AND
RECOVERY. BOTH ASSOCIATION PRESIDENTS RECOGNIZE THE POWERFUL MARKETING
OPPORTUNITY.
THIS STRATEGIC MARKETING PROGRAM IS AIMED AT DRIVING TRAFFIC AND SALES TO THE
MERCHANT MEMBERS OF BOTH BIMA, INC. + BVMA THROUGH A DYNAMIC, MULTIFACETED
YEAR—LONG CAMPAIGN DESIGNED TO APPEAL TO VISITORS AND LOCALS. THE PROGRAM
LINKS BALBOA VILLAGE AND BALBOA ISLAND VIA THE FERRY TO CREATE THE MOST
POWERFUL APPEAL TO CONSUMERS, GIVING THEM EVEN MORE REASONS TO VISIT, SHOP,
DINE, STAY AND PLAY IN BOTH NEIGHBORHOODS.
PARTNERSHIP ADVANTAGES:ol�LBO
• SIMILAR ISSUES/SLOW SEASONS/OPPORTUNITIES
• STRENGTH IN NUMBERS 1
• MORE BANG FOR YOUR BUCK BY POOLING RESOURCES 1�
• STREAMLINES MARKETING & MESSAGING 4;�'
• COORDINATES MEDIA PLANS AND MEDIA BUYS TO PREVENT OVERLAP
WOWS
6
2020-2021 BALBOA VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY PLAN
`BEST OF BALBOA' UNIQUE PARTNERSHIP
BALBOA ISLAND & BALBOA VILLAGE
THEME: `BEST OF BALBOA'
THIS THEME CAPTURES EXACTLY WHAT BVMA + BIMA REPRESENT - THE
MOST UNIQUE SHOPPING, DINING, RECREATION AND LODGING OPTIONS IN
THE WORLD-FAMOUS BALBOA VILLAGE AND BALBOA ISLAND DISTRICTS!
THE "BEST OF" CONCEPT IS ONE THAT IS WELL-RECOGNIZED AND HIGHLY
REGARDED AMONG CONSUMERS, CONVEYING AN EXPERIENCE THAT IS
ELEVATED ABOVE OTHERS, OF HIGH PERCEIVED VALUE AND QUALITY.
IT ALSO CREATES A POWERFUL CALL TO ACTION. NO ONE WANTS TO MISS
OUT ON EXPERIENCING THE "BEST OF" A DESTINATION AND, MOST OFTEN,
THEY WANT TO BE AMONG THE FIRST TO EXPERIENCE IT.
`BEST OF BALBOA' LOGO
NEWPORT BEACH & COMPANY WILL DEVELOP A SPECIAL LOGO
FOR THE BEST OF BALBOA CAMPAIGN THAT WILL BE USED ACROSS
ALL PROMOTIONAL MATERIALS AND BECOME EASILY IDENTIFIABLE
TO CONSUMERS AND LOCALS.
V� 2020-2021 BALBOA VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY PLAN
STRATEGIES
1. END -OF -SUMMER `BEST OF BALBOA' MONTH
(SEPTEMBER 1 - 30,2020):
CREATE A SUMMER 'BEST OF BALBOA' MONTH IN SEPTEMBER
2020 TO DRIVE INCREMENTAL CUSTOMERS, SPENDING AND
REVENUE TO BALBOA ISLAND & BALBOA VILLAGE TO ASSIST WITH
ECONOMIC AND FINANCIAL COVID-19 RECOVERY EFFORTS.
AUGUST 2020 WILL BE A VERY SLOW MONTH IN NEWPORT BEACH
WITH BACK -TO -SCHOOLS POTENTIALLY STARTING EVEN EARLIER,
WHICH WILL FURTHER DECREASE VISITOR AND DINING SPENDING.
2. WINTER `BEST OF BALBOA' SEASON (DEC 2020 - FEB 2021):
CREATE A WINTER 'BEST OF BALBOA' PROMOTION FROM
DECEMBER 2020 THROUGH FEBRUARY 2021 TO DRIVE
INCREMENTAL CUSTOMERS, SPENDING AND REVENUE TO
BALBOA VILLAGE MERCHANTS TO ASSIST WITH ECONOMIC AND
FINANCIAL COVID-19 RECOVERY EFFORTS. DECEMBER 2020
THROUGH JANUARY 2021 WILL BE A VERY SLOW SEASON IN
NEWPORT BEACH WITH DINING AND SHOPPING EXTREMELY SLOW
AND A POTENTIAL FOR A COMBINED COVID-19 AND FLU SEASON
SEVERELY IMPACTING LOCALS AND VISITORS.
fJ, 2020-2021 BALBOAI VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVI D-19 ECONOMIC RECOVERY PLAN
STRATEGIES
3. FALL & SPRING SEASONAL MARKETING CAMPAIGNS:
WITH REDUCED VISITORS DURING OFF-SEASONS,
CREATE MARKETING CAMPAIGNS THAT PROMOTE
BALBOA VILLAGE DURING FALL 2020 AND SPRING 2021
SEASONS.NE PORT BEACH
/' WINE&FOOD
4. MERCHANT COMMUNICATIONS, EVENT MARKETING, qmmmmmmmmi
& YEAR-ROUND MARKETING SERVICES:
DEVELOP A LONG-TERM MERCHANT COMMUNICATIONS PLAN TO
COMMUNICATE HEALTH, SAFETY AND OTHER COVID-19 RECOVERY
INFORMATION TO BALBOA VILLAGE MERCHANTS -INCLUDING
ONGOING BID ADMINISTRATION, MARKETING, FINANCE &
OPERATING EXPENSES. CONTINUE TO PROVIDE YEAR-ROUND
EVENT MARKETING SUPPORT FOR POSSIBLE FUTURE EVENTS
(PENDING COVID-19 GROUP SIZES ABOVE 50 PEOPLE). PROMOTE
BALBOA VILLAGE VIA SOCIAL MEDIA, PR, VIDEO CONTENT AND
OTHER MARKETING CHANNELS. ALSO, CONTINUE MULTI-YEAR
PLAN TO ATTRACT LARGE EVENTS (NEWPORT BEACH WINE & FOOD
FESTIVAL) TO BALBOA PENINSULA/BALBOA VILLAGE.
BALBOA
VILLAGE
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V, 2020-2021 BALBOA VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVI D-'19 ECONOMIC RECOVERY PLAN
SEASONAL PROMOTIONS DESIGNED TO FILL SLOW PERIODS
ONGOING BVMA MERCHANT COMMUNICATIONS, YEAR-ROUND MARKETING & EVENTS
100.0 SEPTEMBER FALL WINTER SPRING
`BEST OF MARKETING 'BEST OF BALBOA' MARKETING
W 90.0 BALBOA' CAMPAIGN PROMOTIONAL CAMPAIGN CAMPAIGN
MONTH
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Z 70.0
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Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2020 2021 10 11-14
j-� 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
1. DATES: SEPTEMBER 1 - 30, 2020 r
2. NO MERCHANT PARTICIPATION FEES. OPEN TO ALL BALBOA��,
ISLAND/BALBOA VILLAGE RESTAURANTS AND MERCHANTS.
3. SEPTEMBER IS TYPICALLY A SLOW MONTH DUE TO BACK -TO -SCHOOL
SCHEDULE AND SUMMER VACATIONS ENDING, LEADING TO LESS
VISITORS AND LESS -FREQUENT DINING, SHOPPING AND RETAIL
PURCHASES ON BOTH BALBOA ISLAND AND BALBOA VILLAGE.
4. PROMOTION DESIGNED TO DRIVE DINING, RETAIL SHOPPING AND
VISITORS TO ATTRACTIONS DURING SLOW DAYS OF THE WEEK,
AND TO LESS FREQUENTED AREAS DUE TO CITYWIDE SLOWDOWN IN
TOURISM/ECONOMY IN SEPTEMBER SPECIFICALLY ON BALBOA ISLAND
AND BALBOA VILLAGE.
5. KEY MOTIVATOR TO ENTICE RESIDENTS AND VISITORS TO BALBOA
ISLAND AND BALBOA VILLAGE WILL BE A MEGA SWEEPSTAKES
PROMOTION TARGETING VISITORS AND LOCALS.
4
j-� 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
1. SWEEPSTAKES PROMOTION WITH MULTIPLE
WINNERS EACH WEEK.
2. SUMMER `BEST OF BALBOA' MONTH PASSPORT -
PRINTED & DIGITAL VERSIONS AVAILABLE.
3. EACH BALBOA VILLAGE MERCHANT WILL RECEIVE
PRINTED SUMMER `BEST OF THE BAY' MONTH
PASSPORTS FOR ALL DINERS AND SHOPPERS.
4. A MOBILE PASSPORT APPLICATION WILL BE
CREATED FOR GUESTS CHOOSING TO PLAY
VIRTUALLY/ONLINE.
5. MOBILE PASSPORT APP WILL BE PROMOTED TO
VISITORS AND DINERS ENTERING A GEOFENCE
SURROUNDING NEWPORT BEACH VIA WAZE APP
& VIA SOCIAL MEDIA/DIGITAL ADVERTISING.
PRINTED
PASSPORT
IPHONE/ANDROID
PASSPORT MOBILE APP
12 11-16
V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
1. DAILY BI/BV MERCHANT GIFT CARD PRIZES RANDOMLY
AWARDED EACH DAY OF PROMOTION -30 TOTAL WINNERS.
2. WEEKLY GRAND PRIZE WINNERS RECEIVE A NEWPORT
BEACH VACATION -ONE GRAND PRIZE RANDOMLY CHOSEN
EACH WEEK. TOTAL OF FOUR GRAND PRIZES.
3. FOUR TOTAL GRAND PRIZES: EACH WEEKLY NEWPORT
BEACH VACATION PACKAGE PRIZE INCLUDES:
• COMPLIMENTARY 2 -NIGHT, MIDWEEK STAY IN A
NEWPORT BEACH HOTEL/RESORT
• TWO NEWPORT BEACH BV/BI RESTAURANT GIFT CARDS
• TWO NEWPORT BEACH BV/BI ACTIVITY GIFT CARDS
• TWO NEWPORT BEACH BV/BI RETAIL GIFT CARDS
• TOTAL WEEKLY GRAND PRIZE VALUE: $1,500
4. WINNERS PROMOTED ONLINE & VIA SOCIAL MEDIA.
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13 11-17
V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
PRINTED
PASSPORT
BEST OF BALBOA
WEEK 1
PASSPORT
CONTEST
HOW TO WIN?
AGE
WEEKLY THEME
WEEK 1
1.
LOCALS AND VISITORS NEED TO GO TO AT LEAST TWO OF THE
welatthe kid s decid atogoto
FOUR TYPES OF MERCHANTS FEATURED EACH WEEK.
We're going tohreakfastat
WEEK 1:
We're having a weeknight dinner at
FAMILY RESTAURANT
2.
EACH WEEK THE TYPES AND DAY—OF—WEEK MERCHANTS
We'rehaving ice creamat
CLOTHING STORE
CHANGE. THE TYPES OF MERCHANTS MAY INCLUDE: FAMILY,
WATERSPORTS RENTAL
BREAKFAST, WEEKNIGHT DINING, REAL ESTATE,
FUN ZONE RIDE/ARCADE
WHALEWATCHING, EXPLOREOCIAN, BI MUSEUM OR
WATERSPORTS BUSINESSES.
1011
WEEK 2:
BI OR BV RESTAURANT
3.
AFTER THEY FILL IN THE BLANK WITH THE MERCHANT NAME,
BEST OF BALBOA
WEEKNIGHT DINING
GUESTS WITH PRINTED PASSPORTS WILL RECEIVE A "BEST OF
PASSPORT
WHALEWATCHING TOUR
BALBOA" STAMP NEXT TO EACH TYPE OF RESTAURANT THEY
HOME ACCENTS STORE
GO TO.
WEEK 1
4.
SUBMIT A PHOTO OF THE COMPLETED PRINTED PASSPORT TOS��
WEEK 3:
EXPLOREOCEAN VISIT
BE ENTERED TO WIN WEEKLY GRAND PRIZES.
BIKE/SCOOTER RENTAL
WEEKNIGHT DINING
5.
GUESTS WITH THE MOBILE PASSPORT APP WILL "CHECK—IN"
COFFEE SHOP
AND RECEIVE A "BEST OF BALBOA" EMOJI SHOWING THEY
WENT TO AT LEAST TWO MERCHANTS EACH WEEK.
WEEK 4:
COCKTAILS, WINE & BEER
6.
MOBILE APP USERS WILL BE AUTOMATICALLY ENTERED TO WIN
PHARMACY VISIT
WEEKLY GRAND PRIZES.
WEEKNIGHT DINING
MOBILE APP
REAL ESTATE OFFICE
PASSPORT
WEEK 1
[
CONTEST
PAGE
14 11-18
V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
1. VIRTUAL MEDIA KICK-OFF EVENT/ZOOM PRESS CONFERENCE ON
THURSDAY, AUGUST 27 WITH SEPTEMBER `BEST OF BALBOA'
MONTH PROCLAMATION FROM MAYOR O'NEILL.
2. PUBLIC RELATIONS PITCHES. FOODIE BLOGGER STORIES.
INCREASE BALBOAVILLAGE.COM STORIES, VIDEOS AND CONTENT.
3. NBTV SEPTEMBER `BEST OF BALBOA' MONTH VIDEO SERIES FOR
SOCIAL MEDIA CHANNELS & GOVERNMENT -ACCESS TV CHANNELS
(COX CABLE & SPECTRUM).
4. PAID DIGITAL ADVERTISING CAMPAIGN ON PANDORA, GOOGLE
DISPLAY, FACEBOOK SPONSORED POSTS, SOCIAL MEDIA ADS
GEO-TARGETED TO RIGHT CUSTOMERS.
5. PARTNERSHIPS WITH LOCAL MEDIA.
6. RESIDENT UTILITY BILL INSERTS, OUTDOOR BANNERS, POSTERS,
POINT OF SALE SIGNAGE AT MERCHANTS.
7. PARTNERSHIP WITH WAZE DIRECTIONS APP TO ESTABLISH GEO-
FENCE AROUND NEWPORT BEACH TARGETING ALL VISITORS ONCE
THEY CROSS THE GEOFENCE INTO NEWPORT BEACH.
WAZE GEO—FENCE AROUND
NEWPORT BEACH
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V 1 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
CAMPAIGN CREATIVE
BEST OF BALBOA
PASSPORT
VEEK e
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V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH:
THEMED NIGHTS & ACTIVITIES
Each month, in the style of the once -monthly Art Walks in Laguna,
BVMA + BIMA merchants will stay open later for a Best of Balboa.
This series will run in the month of September, and then pick up
again from December through February and would be held on a
regular day and time, e.g., the third Thursday of the month, from
5pm - 9pm. Participating merchants can offer specials, discounts,
trunk shows, special in-store guests, new dishes and tastes, etc.
Ferry rides between the two districts would be free all evening and
the marketing budget would cover live entertainment to create an
ambiance (outside, not overly amplified) within each district.
Design a self -led Balboa Village + Balboa Island tour that
incorporates a "treasure hunt" component for kids. Partner with
Balboa Island Museum and OceanQuest/Discovery Cube to create
and brand it. Visitors and locals can download the map and a free
companion recording onto their phones from the VisitNB.com
website/Balboa Village + Balboa Island micro -sites. The Best of
Balboa Passport would be linked to the tour download, as well.
Drive traffic to BVMA + BIMA restaurants during a typically slow
weekday evening with Tasting Tuesdays, a date night/dine out
occasion with participating merchants offering either special small
bites/tastes on Tuesdays or some other value-added
item/deal/special.
Create Best of Balboa Sample themes could include:
experience packages tied to
current consumer tastes and
interests that encourage longer
stays and increased spending in
the districts. Pilot test the
appeal of the packages through
PR, social media and e -
newsletter promotion, as well
as possibly through Groupon,
Travelzoo, etc.
• Family Fun Day
• Girls Night Out
• Weekend Getaway
• Shopping Spree
• Foodie Experience
11-21
V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH:
THEMED NIGHTS & ACTIVITIES
Develop an e -newsletter dedicated to promoting BVMA + BIMA
merchants and their offerings, special events, and news.
Newsletter would be emailed to Visit Newport Beach database as
well as to database developed through Best of Balboa Passport
enrollments. E -newsletter also would be sent to merchants in a
format that is easy to brand and send to their email lists.
During the early fall and winter months, the program would place
an increased focus on local consumers, rebranding Best of Balboa
Nights as We Love Locals nights, and with a push for locals to sign
up for the Best of Balboa Passport. Promotion through locally
focused PR, as well as social media, email and, potentially, utility
bill inserts.
The Balboa Ferry is the link between Balboa Island and Balboa
Village. This promotion will run in the month of September, and
then pick up again from December through February and would be
held on a regular day and time, e.g., the third Thursday of the
month, from 5pm - 9pm.
Ferry rides between the two districts would be free all evening and
the marketing budget would cover live entertainment to create an
ambiance (outside, not overly amplified) within each district.
18 11-22
j-� 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #2: WINTER `BEST OF BALBOA' PROMOTION
1. DATES: DECEMBER 1, 2020 THROUGH FEBRUARY 28, 2021
2. NO MERCHANT PARTICIPATION FEES. OPEN TO ALL BALBOA
ISLAND/BALBOA VILLAGE RESTAURANTS AND MERCHANTS.
3. WINTER SEASON IS TYPICALLY THE SLOWEST SEASON LEADING TO
LESS VISITORS AND LESS -FREQUENT DINING, SHOPPING AND RETAIL
PURCHASES ON BOTH BALBOA ISLAND AND BALBOA VILLAGE.
4. PROMOTION DESIGNED TO DRIVE DINING, RETAIL SHOPPING AND
VISITORS TO ATTRACTIONS DURING SLOW DAYS OF THE WEEK AND TO
LESS FREQUENTED MERCHANTS DUE TO A SLOWDOWN IN TOURISM/
ECONOMY SPECIFICALLY ON BALBOA ISLAND AND BALBOA VILLAGE.
5. KEY MOTIVATOR TO ENTICE RESIDENTS AND VISITORS TO BALBOA
ISLAND AND BALBOA VILLAGE WILL BE A MEGA SWEEPSTAKES
PROMOTION TARGETING VISITORS AND RESIDENTS.
6. WINTER `BEST OF BALBOA' PROMOTION IS AN EXACT REPLICA OF THE
SEPTEMBER `BEST OF BALBOA' MONTH -EXCEPT OVER A THREE-
MONTH PERIOD. SIMILAR PASSPORTS AND MOBILE APP PASSPORTS
WILL BE AVAILABLE FOR VISITORS/RESIDENTS.
4-
19
1g 11-23
V 1 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGIES 1 & 2: SEPTEMBER & WINTER
`BEST OF BALBOA' PROMOTIONS BUDGET
BEACH COVID-19 GRANT
BVMA CITY OF NEWPORT BEACH
COVID-19 GRANT
BIMA, INC. CASH RESERVES
BVMA CASH RESERVES
TOTAL SEPT & WINTER
PROMOTIONS REVENUE
.pLV,VVV
$40,000
$10,000
$10,000
$80,000
1. BIMA, INC. & BVMA GRACIOUSLY THANK
THE CITY OF NEWPORT BEACH & CITY COUNCIL
FOR MERCHANT ASSOCIATION RECOVERY GRANT
REVENUE.
2. SWEEPSTAKES PRIZES DONATED BY
RESTAURANTS, ACTIVITIES, RETAIL & HOTELS.
PAID PARTNERSHIPS (WAZE MOBILE APP & MEDIA
PARTNERSHIP)
PAID ADVERTISING (LA TIMES, STUNEWS, GOOGLE
DISPLAY ADS, PANDORA RADIO, SOCIAL MEDIA ADS, ETC.)
VIRTUAL MEDIA KICK-OFF EVENT (zoom + ONLINE
PRESS KITS)
PROMOTIONAL SIGNAGE
(POSTERS, MERCHANT BANNERS, POINT-OF-SALE TENT
CARDS, WINDOW CLINGS, UTILITY BILL INSERTS, ETC.)
COLLATERAL (PRINTED PASSPORTS)
RUBBER STAMPS OR STICKERS FOR WINNERS
(STAMPS/STICKERS APPLIED TO PRINTED PASSPORTS)
MOBILE PASSPORT SOFTWARE FEES
(IPHONE/ANDROID)
MEDIA INFLUE NCERS/BLOGGERS
RESEARCH/TRACKING (ECONOMIC IMPACT STUDY)
`EAT.SEA.DO." VIDEO SERIES PRODUCTION
TOTAL SEPT & WINTER PROMOTION EXPENSES
$15,000
$20,000
$0
$7,000
$10,000
$1,000
$15,000
$2,000
$5,000
$5,000
$80,000
V 1 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #3: FALL & SPRING SEASONAL CAMPAIGNS
BVMA SOCIAL MEDIA ADVERTISING $2,500
TOTAL SEASONAL CAMPAIGNS $10,000
EXPENSES
21 11-25
BVMA CASH RESERVES
$10,000
1. FALL DATES: OCTOBER - NOVEMBER 2020
2. SPRING DATES: MARCH - JUNE 2021
TOTAL SEASONAL CAMPAIGNS
$10,000
3. BALBOA VILLAGE BRAND ADVERTISING IN KEY MEDIA
REVENUE
OUTLETS (LA TIMES, NEWPORT BEACH MAGAZINE, NB
MAGAZINE, ETC.)
4. BALBOA VILLAGE PROMOTIONAL ADVERTISING ON
SOCIAL MEDIA (SPONSORED POSTS, CAROUSELS,
INSTAGRAM, ETC.)
5. `EAT.SEA.DO.' VIDEO SERIES THROUGHOUT FALL &
SPRING CAMPAIGNS
EXPENSES DESCRIPTION
EXPENS-
6. PR PLACEMENTS IN KEY MEDIA OUTLETS
7. SEASONAL SWEEPSTAKES PRIZES
BVMA BRAND ADVERTISING
$7,500
BVMA SOCIAL MEDIA ADVERTISING $2,500
TOTAL SEASONAL CAMPAIGNS $10,000
EXPENSES
21 11-25
V f 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #4: MERCHANT COMMUNICATIONS,
EVENT MARKETING & SUMMER SHUTTLE PLAN
1. ONGOING JULY 2020 THROUGH JUNE 2021
2. INCREASED MERCHANT COMMUNICATIONS DUE TO
COVID-19 RESTRICTIONS & RE -OPENING GUIDELINES
3. ANTICIPATING FUTURE ISSUES IN WINTER 2021 DUE TO
COVID-19 + SEASONAL FLU
4. ASSOCIATION ADMINISTRATION, FINANCE &
MARKETING FEES
5. `EAT.SEA.DO.' VIDEO PRODUCTION
6. PUBLIC RELATIONS/MARKETING SUPPORT
7. MEDIA RELATIONS & WEBSITE MAINTENANCE
S. MEMBERSHIP DUES
9. POSTAGE/OFFICE SUPPLIES
10. WEBSITE MAINTENANCE
11. BANK/MERCHANT FEES
1. CONTINUE NEGOTIATIONS, DISCUSSIONS AND
PLANNING TO ATTRACT BRAND -DEFINING EVENTS TO
BALBOA VILLAGE, PENINSULA PARK, AND BALBOA
PENINSULA.
2. CONTINUE MULTI-YEAR STRATEGY TO CREATE AND
OPERATE BALBOA VILLAGE EVENTS TO ATTRACT NEW
AND EXISTING CUSTOMERS TO THE PENINSULA.
3. BVMA HAS BEEN SAVING RESERVES EACH YEAR TO
FUND NEW EVENTS ON BALBOA PENINSULA.
4. BVMA IS DEVELOPING A LONG-TERM, MEMBERSHIP -
DRIVEN BUSINESS MODEL. CONTINUE EXPLORING
ALTERNATIVE REVENUE SOURCES FOR FUTURE
FUNDING.
NEWPORT RT BEACH
111E FOOD
22 11-26
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
& FINANCIAL STATEMENTS
JOURNEY WELL BEYOND 11-27
j 2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
PUBLIC RELATIONS + SOCIAL MEDIA
PUBLIC RELATIONS
PLACEMENTS
70
SOCIAL MEDIA
FOLLOWERS
79805
+1,000 NEW FOLLOWERS LAST YEAR
TOP PRINT MEDIA PLACEMENTS:
TRAVEL & LEISURE MAGAZINE
LA DAILY NEWS
OC REGISTER
LA EXCITES
LA TIMES,
PHOENIX MAGAZINE
NEW YORK TIMES
24 11-28
V� 2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
DIGITAL MARKETING (WEBSITE)
BALBOAVI LLAGE.COM
WEB PAGEVIEWS
89,502
BALBOAVI LLAGE.COM
UNIQUE SESSIONS
39,276
BALBOAVI LLAG E.COM
WEB PAGEVIEWS 3 -YEAR GROWTH
100,000
40,000
20,000
2019
NOTE: HUGE GROWTH IN 2018/2019 DUE TO MOVING
BALBOAVILLAGE.COM URL/SITE STRUCTURE UNDER
VISITNEWPORTBEACH.COM FOR INCREASED EXPOSURE/VIEWS. 25 11-29
V, 2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
BALBOA VILLAGE MERCHANTS ASSOCIATION FY2019-2020 ACCOMPLISHMENTS BVIMA CASH RESERVES PLANS PRE-COVID19
1. CREATED AND RAN BALBOA VILLAGE BRAND ADVERTISING IN KEY, LOCAL MEDIA OUTLETS. 1. CONTINUE NEGOTIATIONS, DISCUSSIONS AND
2. RAISED NEW REVENUE FROM MERCHANTS TO SUPPORT A CO-OP AD CAMPAIGN INCLUDING BOTH PRINT AND PLANNING TO ATTRACT BRAND -DEFINING
DIGITAL PROGRAMMATIC ADS THAT WERE PAID FOR WITH MERCHANT CONTRIBUTION TO OFFSET BVMA EVENTS TO BALBOA VILLAGE, PENINSULA PARK,
EXPENSES. AN EXPANSION OF THIS PUBLIC/PRIVATE CO-OP AD CAMPAIGN WAS TO BE EXPANDED IN SPRING AND BALBOA PENINSULA.
2020. 2. CONTINUE MULTI-YEAR STRATEGY TO CREATE
3. DEVELOPED NEW MEMBERSHIP, ADVERTISING, AND SPONSORSHIP STRUCTURES TO CREATE REVENUE IN AND OPERATE BALBOA VILLAGE EVENTS TO
ADDITION TO THE CONTINUED CITY FUNDING. ATTRACT NEW AND EXISTING CUSTOMERS TO
4. CONTINUED SUCCESSFUL SEASONAL/HOLIDAY DECORATION PROGRAM THROUGHOUT BALBOA VILLAGE. THE PENINSULA.
5. IMPROVED THE WEBSITE BALBOAVILLAGE.COM WITH IMPROVED AND ADDITIONAL SOCIAL -MEDIA OUTREACH
PROGRAMS DEVELOPED THROUGH THE PARTNERSHIP WITH NEWPORT BEACH & COMPANY. ADDITIONAL
ADVERTISING CAMPAIGNS WERE PRODUCED AS WELL AS COLLATERAL.
6. ENCOURAGED THE CONTINUING "CAR SHOW SUNDAYS" IN THE PALM STREET PARKING LOT EACH SUNDAY.
7. ADMINISTERED THE ASSOCIATION USING A THIRD -PARTY CONSULTANT, AS WELL AS MISCELLANEOUS COSTS
(INCLUDING THE ANNUAL MEETING).
8. STRENGTHENED AND RENEWED THE ALLIANCE BETWEEN NEWPORT BEACH & COMPANY AND THE
ASSOCIATION FOR IMPLEMENTATION OF THE STRATEGIC MARKETING FOR BALBOA VILLAGE, AS WELL AS
CREATING A NEW MARKETING PLAN.
9. EXPLORED A RESIDENT/FAMILY-ORIENTED SPECIAL EVENTTO TAKE PLACE NEAR BALBOA VILLAGE.
10. CONTINUED A PROGRAM IN CONJUNCTION WITH OCEANQUEST FOR WEEKLY DJ EVENTS ON THE PATIO.
11. CONTINUED TO IMPROVE THE SHUTTLE PROGRAM IN CONJUNCTION WITH OTHER MERCHANT ASSOCIATIONS,
THE CITY OF NEWPORT BEACH AND NEWPORT BEACH & COMPANY.
12. INSTITUTED A CHRISTMAS WALK PROGRAM FOR THE HOLIDAY AND BOAT PARADE SEASON.
13. HELD ZOOM MEETINGS WITH MEMBERS AND SUPPORT STAFF DURING QUARANTINETO DETERMINE
COMMUNITY IMPACTS AND IDEAS FOR REOPENING.
3. BVMA HAS BEEN SAVING RESERVES EACH YEAR
TO FUND NEW EVENTS ON BALBOA PENINSULA.
4. BVMA IS DEVELOPING A LONG-TERM,
MEMBERSHIP -DRIVEN BUSINESS MODEL.
CONTINUE EXPLORING ALTERNATIVE REVENUE
SOURCES FOR FUTURE FUNDING LIKE IT DID IN
FY20 BY RAISING CO-OP AD FUNDS FROM
MERCHANTS.
5. BVMA PLANS TO REPLACE OLD HOLIDAY
DECORATIONS VALUED AT NEARLY $34,000
NEWPORT BEACH
WINE&FOOD
26 11-30
2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 FINANCIAL STATEMENTS
BALBOAVILLAGEYEAR-TO-DATE
FY 2019-2020
BALANCE SHEET
06/06/2020
ACTUAL BUDGET
ASSETS
CURRENT ASSETS
Checking/Savings—Union Bank
48,644.49
TOTAL TOTAL CHECKING SAVINGS
48 644.49
GROSS PROFIT
20 500.00
ACCOUNTS RECEIVABLE
Accounts Receivable
1,650.00
TOTAL ACCOUNTS RECEIVABLE
1,650.00
Books Subscriptions, Reference
481.6
OTHER CURRENT ASSETS- Decorations (December)
32 217.19
Decorations
1700.00
Seasonal Decorations
1 824.23
TOTAL OTHER CURRENT ASSETS
34 041.42
TOTAL ASSETS
84 335.91
ADVERTISING - Brochure
1,048.34
LIABILITIES & EQUITY
Equity -Unrestricted Net Assets
74 063.11
Net Income
10 272.80
TOTAL LIABILITIES & EQUITY
84 335.91
BALBOA VILLAGE MERCHANTS ASSOCIATION HAS BEEN SAVING CASH RESERVES FOR THREE
MAJOR, MULTI-YEAR INITIATIVES:
1. BVMA BUDGETED TO PARTNER WITH THE NB WINE & FOOD FESTIVAL FOR AN EXPANDED
PROMO BOOTH AT THE FESTIVAL, WHICH WAS PLANNED TO MOVE TO PENINSULA PARK
(PRE-COVID-19).
2. BVMA BUDGETED TO EXPAND FUTURE EVENTS IN BALBOA VILLAGE TO ATTRACT NEW
VISITORS/RESIDENTS TO BALBOA VILLAGE AND DEVELOP NEW REVENUE SOURCES FOR
BVMA.
3. BVMA PLANS TO REPLACE OLD HOLIDAY DECORATIONS VALUED AT NEARLY $34,000
BALBOAVILLAGE
FY 2019-20
PROFIT & LOSS STATEMENT
,.
06/06/2020
ACTUAL BUDGET
ORDINARY INCOME/EXPENSE
INCOME
Grants - Municipal
20,500.00
TOTAL INCOME
20 500.00
GROSS PROFIT
20 500.00
EXPENSE
ADMINISTRATIVE
Accounting Fees
425.00
Books Subscriptions, Reference
481.6
Postage, Mailing Service
26.71
Bookkeeping
1700.00
Meeting Expense
307.3
TOTAL ADMINISTRATIVE
2,515.75
PROGRAM EXPENSES
ADVERTISING - Brochure
1,048.34
SPECIAL EVENTS -CHRISTMAS AT THE BEACH
Special Events -Decorations
5 790.11
Special Events -Permits
448.00
TOTAL CHRISTMAS AT THE BEACH
6,238.11
TOTAL SPECIAL EVENTS
6,238.11
TOTAL PROGRAM EXPENSES
7,28 .
TOTAL EXPENSES
10 272.80
NET INCOME
10.272-90
27 11-31
THANK YOU!
JOURNEY WELL BEYOND
11-32