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<,FORN'P City Council Staff Report
June 23, 2020
Agenda Item No. 12
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 Island Merchants Association, Inc.
ABSTRACT:
At its May 26, 2020 meeting, the City Council expressed general support for including
$20,000 in the City's Fiscal Year 2020-21 General Fund budget for COVID-19 economic
relief funding for the Balboa Island Merchants Association, Inc. (BIMAI). The funding
would be not be allocated, however, until the Council received and approved a report
from BIMAI that outlines the efforts it has undertaken and completed in the past year, a
plan and budget outline for how it would use COVID-19 economic relief funding, and
certain financial statements. BIMAI 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 Island Merchants Association, Inc. (BIMAI) 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 $20,000 in COVID-19 Economic Relief
Funding Support to BIMAI in Fiscal Year 2020-21; and
d) Authorize the City Manager to execute a grant agreement with BIMAI for Fiscal
Year 2020-21.
12-1
Approval of COVID-19 Economic Relief Funding Support for the
Balboa Island Merchants Association, Inc.
June 23, 2020
Page 2
FUNDING REQUIREMENTS:
The City's approved FY 2020-21 budget includes sufficient funding to allocate $20,000 to
BIMAI 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 BIMAI
Balboa Island Merchants Association, Inc. (BIMAI) represents approximately 120
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 the BIMAI's website;
develops and posts social media content; and facilitates a variety of special events,
promotional opportunities and strategic advertisements. BIMAI was formerly known as
Balboa Island Marketing Inc. or BIMI.
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 $20,000 to the Balboa Island Merchants Association, Inc. (BIMAI) 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 City 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 that funds
should not be allocated until BIMAI submits a report for the Council's review and approval
that outlines the efforts BIMAI 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. BIMAI has submitted its report (Attachment A)
for the City Council consideration.
The attached report indicates BIMAI will focus its efforts on creating a comprehensive
marketing campaign, branding and promotions to further encourage dining and shopping
on Balboa Island. BIMAI is forming a collaborative partnership with the Balboa Village
Merchant Association (BVMA), 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.
In addition to the "Best of Balboa" marketing plan, BIMAI intends to develop a long-term
merchant communication plan to communicate health, safety and other COVID-19
recovery information.
12-2
Approval of COVID-19 Economic Relief Funding Support for the
Balboa Island Merchants Association, Inc.
June 23, 2020
Page 3
In order to execute the "Best of Balboa" campaign, BIMAI would combine its $20,000 in
COVID-19 economic relief funds, BVMA's $40,000 in COVID-19 economic 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:
... -. F M.- .
Paid Partnership Waze Mobile App & Media Partnership
$15,000
Paid Advertising (LA Times, StuNews, Google, Pandora Radio, Social
Media Ads, etc.
$20,000
Virtual Media Kick -Off Event (Zoom, Online Press Kit)
Promotional Signage (Posters, Banners, Point -of -Sale Tent Cards,
Window Clings, Utility Bill Inserts, etc.
Collateral Printed Passport
$0
$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, BIMAI's report includes for the Council's review a list of BIMAI'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 Island Merchants Association, Inc. COVID-19
Economic Recovery Marketing Plan
12-3
ATTACHMENT A
2020-2021
BALBOA ISLAND
MERCHANTS
ASSOCIATION, INC. -1
COVI D-19 ECONOMIC to
RECOVERY MARKETING PLAN
JUNE 2020
V>
BEACH
& C O M P A N Y
V f 2020-2021 BALBOA ISLAND MARKETING PLAN
TABLE OF CONTENTS
NEXT YEAR: FY 2020-21 BALBOA ISLAND RECOVERY MARKETING PLAN & BUDGET
PAGE 4 FY 2020-21 BIMA, INC. COVID-19 ECONOMIC RECOVERY MARKETING PLAN
PAGE 20 FY 2020-21 BIMA, INC. COVID-19 RECOVERY MARKETING PLAN BUDGET
CURRENT YEAR: FY 2019-20 ACOMPLISHMENTS & FINANCIAL STATEMENTS
PAGE 23 FY 2019-20 BIMA, INC. ACCOMPLISHMENTS
PAGE 27 FY 2019-20 BIMA, INC. PROFIT & LOSS STATEMENT
PAGE 27 FY 2019-20 BIMA, INC. BALANCE SHEET OF CURRENT ASSETS
1 12-5
INTRODUCTION
JOURNEY WELL BEYOND
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12-6
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V� 2020-2021 BALBOA ISLAND MARKETING PLAN
INTRODUCTION
DEAR MAYOR O'NEILL AND CITY COUNCIL MEMBERS,
ON BEHALF OF THE BOARD OF DIRECTORS FOR THE BALBOA ISLAND MERCHANTS ASSOCIATION, INC., I WOULD LIKE TO
THANK THE CITY COUNCIL FOR ITS COMBINED 21 YEARS OF SUPPORT OF BALBOA ISLAND BID 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 ISLAND MERCHANTS ASSOCIATION,
INC.'S FY 2020-2021 GOALS AND PRIORITIES AND TO ENSURING A PROSPEROUS RECOVERY FOR BALBOA ISLAND 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 80 BALBOA ISLAND BUSINESSES AND RESTAURANTS WITH MUCH NEEDED
MARKETING SUPPORT TO DRIVE RECOVERY EFFORTS FOR OUR LOCAL ECONOMY.
ON BEHALF OF THE BIMA, INC. MERCHANTS ASSOCIATION, WE GREATLY APPRECIATE THE CITY COUNCIL'S SUPPORT OF
BALBOA ISLAND, AND WE LOOK FORWARD TO SHOWCASING THE LOCAL BALBOA ISLAND COMMUNITY, INCREASING DINER
FREQUENCY AND GENERATING INCREMENTAL MERCHANT SALES DURING THIS DIFFICULT RECOVERY PERIOD.
THANK YOU IN ADVANCE.
SINCERELY,
JOHN NOYES
BIMA, INC. BOARD PRESIDENT
FORMER MAYOR OF NEWPORT BEACH
OWNER OF ISLAND HOME/J. NOYES JEWELERS 3 12-7
2020-2021
BALBOA ISLAND
MERCHANTS ASSOCIATION, INC.
COV I D-19 ECONOMIC RECOVERY
Ak,
W*
MARKETING PLAN
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12-8
V� 2020-2021 BALBOA ISLAND MARKETING PLAN
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
COVID-99 ECONOMIC RECOVERY PLAN
OBJECTIVES
1. DRIVE INCREMENTAL CUSTOMERS, SPENDING AND REVENUE TO BALBOA ISLAND MERCHANTS TO
ASSIST WITH ECONOMIC AND FINANCIAL COVID-19 RECOVERY EFFORTS.
2. PROMOTE BALBOA ISLAND AND SHOWCASE ALL BALBOA ISLAND 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 ISLAND BRAND AND ITS MERCHANTS AS A TOP CULINARY,
RETAIL AND ATTRACTION DESTINATION.
5. FOSTER THE BALBOA ISLAND 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 BIMA, INC. AND ITS
MERCHANT STAKEHOLDERS. 5 12-9
2020-2021 BALBOA ISLAND MARKETING PLAN
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
COVID-99 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
12-10
2020-2021 BALBOA ISLAND MARKETING PLAN
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
COVID-99 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 PENINSULA 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.
7 12-11
V� 2020-2021 BALBOA ISLAND MARKETING PLAN
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
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 ISLAND MERCHANTS TO ASSIST WITH ECONOMIC AND
FINANCIAL COVID-19 RECOVERY EFFORTS. DECEMBER 2020
THROUGH JANUARY 2021 WILL BE A VERY SLOW MONTH 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.
8 12-12
V� 2020-2021 BALBOAI ISLAND MARKETING PLAN
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
COVID-99 ECONOMIC RECOVERY PLAN
STRATEGIES
3. FALL & SPRING SEASONAL MARKETING CAMPAIGNS:
WITH REDUCED VISITORS DURING OFF-SEASONS,
CREATE MARKETING CAMPAIGNS THAT PROMOTE
BALBOA ISLAND DURING FALL 2020 AND SPRING 2021 SEASONS.
4. MERCHANT COMMUNICATIONS, EVENT MARKETING,
& YEAR-ROUND MARKETING & SUMMER SHUTTLE PROGRAM:
DEVELOP A LONG-TERM MERCHANT COMMUNICATIONS PLAN TO
COMMUNICATE HEALTH, SAFETY AND OTHER COVID-19 RECOVERY
INFORMATION TO BALBOA ISLAND 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 ISLAND VIA SOCIAL MEDIA, PR, VIDEO CONTENT AND
OTHER MARKETING CHANNELS. ALSO, CONTINUE MULTI-YEAR
PLAN TO DEVELOP A BALBOA ISLAND SUMMER SHUTTLE.
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BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
COVID-99 ECONOMIC RECOVERY PLAN
SEASONAL PROMOTIONS DESIGNED TO FILL SLOW PERIODS
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ONGOING BIMA, INC. MERCHANT COMMUNICATIONS, YEAR-ROUND MARKETING & EVENTS
SEPTEMBER FALL
`BEST OF MARKETING
BALBOA' CAMPAIGN
MONTH
WINTER
'BEST OF BALBOA'
PROMOTIONAL CAMPAIGN
SPRING
MARKETING
CAMPAIGN
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May
2020 2021
Jun
10 12-14
j-� 2020-2021 BALBOA ISLAND 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 ISLAND 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 ISLAND 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 12-16
V f 2020-2021 BALBOA ISLAND 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.
V f 2020-2021 BALBOA ISLAND 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 i
1.
LOCALS AND VISITORS NEED TO GO TO AT LEAST TWO OF THE
We1atthe 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.
o
'
WEEK 2:
3.
AFTER THEY FILL IN THE BLANK WITH THE MERCHANT NAME,
`nry
BEST OF BALBOA
BI OR BV RESTAURANT
WEEKNIGHT DINING
GUESTS WITH PRINTED PASSPORTS WILL RECEIVE A "BEST OF
PASSPORT
WHALEWATCHING TOUR
BALBOA" STAMP NEXT TO EACH TYPE OF RESTAURANT THEY
GO TO.
WEEK 1
HOME ACCENTS STORE
4.
SUBMIT A PHOTO OF THE COMPLETED PRINTED PASSPORT TO
WEEK 3:
EXPLO EOCEAN 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
BALBOA ISLAND MUSEUM
WEEKLY GRAND PRIZES.
' r
WEEKNIGHT DINING
MOBILE APP
REAL ESTATE OFFICE
PASSPORT
WEEK 1
[
CONTEST
PAGE
14 12-18
V f 2020-2021 BALBOA ISLAND 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.
EXPLOREBALBOAISLAND.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 ISLAND MARKETING PLAN
STRATEGY #1: SEPTEMBER
CAMPAIGN
`BEST OF BALBOA' MONTH
CREATIVE
BEST OF BALBOA
PASSPORT
WEEK 7
We let tha kid s decide I'
Fl,le
We're gal ng to breakfast al
We're hawnga weeknight dinner at
We're haying ice cream at
BEST OF SAL BOA
PASSPORT
WEEK I
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12-20
V f 2020-2021 BALBOA ISLAND 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
12-21
V f 2020-2021 BALBOA ISLAND 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 12-22
j-� 2020-2021 BALBOA ISLAND 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.
BFL0o.
0A
a„
19 12-23
V 1 2020-2021 BALBOA ISLAND 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 ISLAND MARKETING PLAN
STRATEGY #3: FALL & SPRING SEASONAL CAMPAIGNS
TOTAL SEASONAL CAMPAIGNS $10,000
EXPENSES
21 12-25
BIMA, INC. CASH RESERVES
$10,000
1. FALL DATES: OCTOBER — NOVEMBER 2020
2. SPRING DATES: MARCH — JUNE 2021
TOTAL SEASONAL CAMPAIGNS
$10,000
3. BALBOA ISLAND BRAND ADVERTISING IN KEY MEDIA
REVENUE
OUTLETS (LA TIMES, NEWPORT BEACH MAGAZINE,
NEWPORT BEACH, VISITOR GUIDE, MAGAZINE, ETC.)
4. BALBOA ISLAND 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 s-LBo
7. SEASONAL SWEEPSTAKES PRIZES ��!
rsr._.Y
BIMA BRAND ADVERTISING
$7,500
-BIMA
SOCIAL MEDIA ADVERTISING
$2,500
TOTAL SEASONAL CAMPAIGNS $10,000
EXPENSES
21 12-25
V f 2020-2021 BALBOA ISLAND 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. BID ADMINISTRATION, FINANCE & MARKETING FEES
5. `EAT.SEA.DO.' VIDEO PRODUCTION
6. PUBLIC RELATIONS/MARKETING SUPPORT
7. MEDIA RELATIONS & WEBSITE MAINTENANCE
8. MEMBERSHIP DUES
9. POSTAGE/OFFICE SUPPLIES
10. WEBSITE MAINTENANCE
11. BANK/MERCHANT FEES
1. CONTINUE NEGOTIATIONS, DISCUSSIONS AND
PLANNING FOR AN EXPANSION OR ADD-ON ROUTE
FROM THE FASHION ISLAND FRANC SHUTTLE TO AND
FROM BALBOA ISLAND.
2. MULTI-YEAR PLANS HAVE BEEN IN THE WORKS FOR
SUMMER SHUTTLE SYSTEM ON WEEKENDS FROM
BALBOA ISLAND UP TO FASHION ISLAND.
3. BIMA, INC. HAS BEEN SAVING RESERVES EACH YEAR
TO FUND A BALBOA ISLAND SUMMER SHUTTLE.
4. PARTNERED WITH CITY OF NEWPORT BEACH PUBLIC
WORKS DEPARTMENT ON A FEASIBILITY STUDY GRANT.
5. BIMA, INC. PLANS TO CONTRIBUTE TO THE FEASIBILITY
STUDY.
FRES RIDES
RIPE OVER BR 16GE rr BA L 130 ISLAND A
22 12-26
FY 2019 - 2020
BALBOA ISLAND
MERCHANTS ASSOCIATION, INC.
ACCOMPLISHMENTS
& FINANCIAL STATEMENTS
W* l
W*
12-27
j 2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
FY 2019-2020 ACCOMPLISHMENTS
PUBLIC RELATIONS + SOCIAL MEDIA + VIDEOS
PUBLIC RELATIONS
PLACEMENTS
94
SOCIAL MEDIA
FOLLOWERS
9,804
+2,055 NEW FOLLOWERS LAST YEAR
TOP PRINT MEDIA PLACEMENTS: BALBOA ISLAND HOLIDAY VIDEO
NEW YORK TIMES
CONDE NAST TRAVELER
VITA MAGAZINE CANADA
OC BUSINESS JOURNAL
LA TIMES,
OC REGISTER
TORONTO STAR
24 12-28
j 2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
FY 2019-2020 ACCOMPLISHMENTS
DIGITAL MARKETING (WEBSITE)
EXPLOREBALBOAISLAND.COM
WEB PAGEVIEWS
114,115
EXPLORE BALBOAISLAN D.COM
UNIQUE SESSIONS
605044
EXPLOREBALBOAISLAND.COM
WEB PAGEVIEWS 3 -YEAR GROWTH
120,000
100,000
80,000
60,000
40,000
20,000
0
2017 2018 2019
NOTE: HUGE GROWTH IN 2018 DUE TO MOVING
EXPLOREBALBOAISLAND.COM URL/SITE STRUCTURE UNDER
VISITNEWPORTBEACH.COM FOR INCREASED EXPOSURE/VIEWS. 25 12-29
V, 2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
FY 2019-2020 ACCOMPLISHMENTS
1. DEVELOPED NEW PROGRAMMATIC AD PLATFORM IN CONJUNCTION WITH DESERT PUBLICATIONS TO CAPTURE
DATA FROM CUSTOMERS AND IMPROVE THE SHOPPING EXPERIENCE ON BALBOA ISLAND.
2. ASSISTED THE CITY OF NEWPORT BEACH IN EXECUTING THE MARINE AVENUE REVITALIZATION AND
REDEVELOPMENT PLAN. INCLUDED EFFORTS WILL BE FURTHER MERCHANT AND RESIDENT OUTREACH,
COORDINATING PROGRAMS TO OFFSET THE POTENTIAL LOSS OF REVENUE TO MERCHANTS DURING THE
CONSTRUCTION, DETAILED INPUT INTO THE TRAFFIC PATTERNS REQUIRED DURING CONSTRUCTION, AND
MAKING SURE THE IMPROVEMENTS WILL OFFER GREATER VISIBILITY AND AMBIANCE TO THE MARINE AVENUE
DISTRICT.
3. CONTINUED THE PROGRAM TO IMPROVE THE WEBSITE, INCORPORATING CONTEMPORARY SOCIAL MEDIA
STRATEGIES AND PERHAPS A WEB BASED "APP" FOR THE ISLAND WITH THE STRATEGIC PARTNERSHIP WITH
NEWPORT BEACH & COMPANY.
4. PARTICIPATED IN THE NEWPORT BEACH INSPIRATION VISITOR GUIDE AND THE NEWPORT BEACH VISITOR MAP.
5. HELD AN ANNUAL MEETING OF THE ASSOCIATION.
6. CONTINUED AND EXPANDED THE BALBOA ISLAND THEMED SOUVENIR ITEM PROGRAM IN ORDER TO RAISE
ADDITIONAL REVENUE.
7. SEARCHED FOR LOCAL AND OUT -OF -AREA SPONSORS TO PROMOTE AND PAY FOR ADDITIONAL MARKETING
PROGRAMS, INCLUDING SPONSORED ADVERTISING ON THE WEBSITE.
8. DEVELOPED A PLAN TO INCLUDE AGATE AVENUE BUSINESSES ON A MORE ACTIVE BASIS, PERHAPS BY
INCORPORATING THEM INTO THE STREET FLAG/BANNER PROGRAM
9. ADMINISTERED THE ASSOCIATION USING A THIRD -PARTY CONSULTANT, AS WELL AS MISCELLANEOUS COSTS
INCLUDING THE ANNUAL MEETING.
10. IMPROVED THE HOLIDAY AND SEASONAL DECORATING PROGRAMS WITH AN EYE TOWARD THESE PROGRAMS
CONTINUING AFTER THE REDEVELOPMENT OF MARINE AVENUE.
11. EXPANDED THE VERY POPULAR DINING GUIDE FOR BALBOA ISLAND RESTAURANTS TO INCLUDE THE ISLAND
OF FASHION SHOPPING GUIDE.
12. INVITED ALL MERCHANTS ON BALBOA ISLAND TO ZOOM MEETINGS DURING QUARANTINE WHERE THEY WERE
ASKED FOR IDEAS FOR MARKETING AND BUSINESS SURVIVAL.
1. CONTINUE NEGOTIATIONS, DISCUSSIONS AND
PLANNING FOR AN EXPANSION OR ADD-ON ROUTE
FROM THE FASHION ISLAND FRANC SHUTTLE TO
AND FROM BALBOA ISLAND.
2. MULTI-YEAR PLANS HAVE BEEN IN THE WORKS FOR
SUMMER SHUTTLE SYSTEM ON WEEKENDS FROM
BALBOA ISLAND UP TO FASHION ISLAND.
3. BIMA, INC. HAS BEEN SAVING RESERVES EACH YEAR
TO FUND A BALBOA ISLAND SUMMER SHUTTLE.
4. PARTNERED WITH CITY OF NEWPORT BEACH PUBLIC
WORKS DEPARTMENT ON A FEASIBILITY STUDY
GRANT.
5. BIMA, INC. PLANS TO CONTRIBUTE UP TO $10,000
TO THE BI/CDM SHUTTLE FEASIBILITY STUDY.
FREE RIDE5
RIDE DV€R BRIDGE 4 BALBOA ISLAND
2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA ISLAND MERCHANTS ASSOCIATION, INC.
FY 2019-2020 FINANCIAL STATEMENTS
BALBOA
FY 2019-2020
BALANCE SHEET OF ASSETS
YEAR-TO-DATE
06/06/2020
ACTUAL BUDGET
ASSETS
CURRENT ASSETS
Checking/Savings—Union Bank 6153
76,705.33
TOTAL TOTAL CHECKING/SAVINGS
76 705.33
ACCOUNTS RECEIVABLE
Accounts Receivable
180.00
TOTAL ACCOUNTS RECEIVABLE
180.00
TOTAL ASSETS
76 885.33
Bookkeeping
5,838.33
LIABILITIES & EQUITY
1,097.00
Equity -Unrestricted Net Assets
68703.4
Net Income
8,181.85
PROGRAM EXPENSES
TOTAL LIABILITIES & EQUITY
76 885.33
BALBOA ISLAND MERCHANTS ASSOCIATION, INC. HAS BEEN SAVING ITS CASH
RESERVES FOR THREE MAJOR, MULTI-YEAR INITIATIVES:
1. BIMA, INC. BUDGETED TO PAY A PORTION ($10,000) OF THE CITY OF
NEWPORT BEACH'S OCTA GRANT APPLICATION FEE FOR A
TRANSPORTATION FEASIBILITY STUDY FOR BALBOA ISLAND AND
CORONA DEL MAR.
2. BIMA, INC. HAD PLANNED A SUMMER 2020 BALBOA ISLAND SHUTTLE
PILOT PROGRAM COSTING $60 000 FOR WEEKEND SHUTTLES TO/FROM
BALBOA ISLAND AND FASHION ISLAND.
3. BIMA, INC. HAD PLANNED TO SAVE SOME RESERVES FOR A MARKETING
CAMPAIGN TO PROMOTE BALBOA ISLAND BUSINESSES AFFECTED BY THE
FUTURE MARINE AVENUE RENOVATION PROJECT.
BALBOAISLAND
FY 2019-2020
PROFIT& LOSS STATEMENT
,.
06/06/2020
ACTUAL BUDGET
ORDINARY INCOME/EXPENSE
INCOME
Grants - Municipal
20,000.00
TOTAL INCOME
20 000.00
EXPENSE
ADMINISTRATIVE
Accounting Fees
695.83
Le al Fees
76.90
Bookkeeping
5,838.33
Insurance—Liability, D and 0
1,097.00
TOTAL ADMINISTRATIVE
7,708.06
PROGRAM EXPENSES
Special Events
848.13
Marketing -Dues & Subs
440.00
Banners/Flags
1421.96
Advertising - Promotions
1,400.00
TOTAL PROGRAM EXPENSES
4110.09
TOTAL EXPENSES
11 818.15
NET INCOME
8181.85
27 12-31
THANK YOU!
JOURNEY WELL BEYOND
~ IM
7�
12-32
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