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Home My WebLink About09 - Approval of COVID-19 Economic Relief Funding Support for the NBRABIDQ �EwPpRT CITY OF O � z NEWPORT BEACH <,FORN'P City Council Staff Report July 14, 2020 Agenda Item No. 9 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 Newport Beach Restaurant Association Business Improvement District ABSTRACT: At its May 26 meeting, the City Council expressed general support for including a one- time allocation of $40,000 in the City's Fiscal Year 2020-21 General Fund budget for COVID-19 economic relief funding for the Newport Beach Restaurant Association Business Improvement District (NBRA BID). The funds would not be allocated until the Council received and approved a report from the NBRA BID that outlines a plan and budget for how it would use City funding. The NBRA BID Board met on June 30, 2020 and voted to approve and submit the COVID-19 economic relief plan and budget 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 Newport Beach Restaurant Association Business Improvement District (NBRA) COVID-19 economic relief plan and budget; and c) Authorize the City Manager to allocate $40,000 in COVID-19 Economic Relief Funding Support to the NBRA BID in Fiscal Year 2020-21. FUNDING REQUIREMENTS: The City's approved FY 2020-21 budget includes sufficient funding to allocate $40,000 to the NBRA BID 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. 9-1 Approval of COVID-19 Economic Relief Funding Support for the Newport Beach Restaurant Association Business Improvement District July 14, 2020 Page 2 DISCUSSION: 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 Newport Beach Restaurant Association Business Improvement District (NBRA BID) specifically for marketing and to help its member businesses reopen and recover from the financial impact of the COVID-19 pandemic during FY 2020-21. The Council conducted 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 the NBRA BID provides a plan and budget for how it would use the City funding. The NBRA BID has submitted its plan (Attachment A) for City Council consideration and approval. The plan indicates the NBRA BID will focus its COVID-19 recovery efforts on hosting a Summer Restaurant Month in August to promote take-out and permitted dining. Unlike the Winter Restaurant Week, participation in this event will be free for all restaurants and stakeholders. Due to the financial and operational constraints of COVID-19, restaurants will not be able offer a multi -course menu discount, therefore the key motivator to spark local dining will be Citywide sweepstakes promotions targeting local residents and visitors. Sweepstakes will be held weekly with multiple winners chosen. Prizes will be locally based, such as gift cards to Newport Beach restaurants, retail, outdoor activities and hotels. To participate in the sweepstakes, diners will be asked to download a mobile app on their phone or pick up a printed passport from a local restaurant. Diners will need to dine at or order take-out from two restaurants offering the featured cuisine of the week to receive a "stamp" on their passport. This "Best of the Menu" Passport will help promote different dining options all around Newport Beach and drive more traffic to locations that may be less frequented. In addition to the Summer Restaurant Month, the NBRA BID will continue to hold its Winter Restaurant Week event and will participate in Newport Beach & Company's comprehensive fall and spring marketing campaigns, branding and promotions. The NBRA BID has already increased its communication with stakeholders in regard to COVID-19 restrictions and reopening guidelines, via health and safety eblasts, videos and content. This increased communication will continue throughout the fiscal year, along with updated marketing videos that promote safe dining. 9-2 Approval of COVID-19 Economic Relief Funding Support for the Newport Beach Restaurant Association Business Improvement District July 14, 2020 Page 3 In order to execute the Summer Restaurant Month, the NBRA would combine its $40,000 COVID-19 Relief Funds, $35,000 from cash reserves and $5,000 from OpenTable Reservation revenue, for a total project budget of $80,000. The breakdown for the Summer Restaurant Month is as follows: Paid Partnership (Waze Mobile App & Media Partnership) Paid Advertising (LA Times, StuNews, Google, Pandora Radio, Social Media Ads, etc.) 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) Rubber Stamps/Stickers for Winners (to be applied to passport) Mobile Passport Software Fees (iPhone/Android) Media Influencers/Bloggers Research/Tracking (Economic Impact Study) "Weekly Bites" Video Series Production Total Expenditure �$15,000 $20,000 $0 $7,000 $10,000 $1,000 $15,000 $2,000 $5,000 $5,000 $80,000 The NBRA BID will be using its allocated City Special Event Grant funding, OpenTable reservation revenue, cash reserves and minimal participation fees to put on its Winter Restaurant Week event. Collected stakeholder assessments and cash reserves will be used for the fall and spring campaigns. The report includes the cost breakdown for these additional programs, in addition to total NBRA BID budget breakdown for the year. At the end of the report, the NBRA BID included a recap of its accomplishments, an updated end of Fiscal Year 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). ATTACHMENTS: Attachment A — Newport Beach Restaurant Association COVID-19 Economic Recovery and Marketing Plan 9-3 COV I D-19 �b N FWPORT BEACH & COMPANY WENT A NOM IC REC MARKETIN PLAID NI 1, jV, RESTAURANT ASSOCIATION D-1[ N I NEWPORT BEACH V� 2020-2021 NBRA MARKETING PLAN TABLE OF CONTENTS NEXT YEAR: FY 2020-21 NBRA RECOVERY MARKETING PLAN & BUDGET PAGE 4 FY 2020-21 NBRA COVID-19 ECONOMIC RECOVERY MARKETING PLAN PAGE 20 FY 2020-21 NBRA COVID-19 RECOVERY MARKETING PLAN BUDGET CURRENT YEAR: FY 2019-20 ACOMPLISHMENTS & FINANCIAL STATEMENTS PAGE 21 FY 2019-20 NBRA ACCOMPLISHMENTS PAGE 25 FY 2019-20 NBRA PROFIT & LOSS STATEMENT PAGE 26 FY 2019-20 NBRA BALANCE SHEET OF CURRENT ASSETS 9-5 r N LW PORT BEACH & COMPANY NI RESTAURANT 1 ASSOCIATION NEWPORT BEACH V� 2020-2021 NBRA MARKETING PLAN ' NTRODUCTION DEAR MAYOR O'NEILL AND CITY COUNCIL MEMBERS, ON BEHALF OF THE ADVISORY BOARD OF DIRECTORS FOR THE NEWPORT BEACH RESTAURANT ASSOCIATION BUSINESS IMPROVEMENT DISTRICT (NBRA BID), I WOULD LIKE TO THANK THE CITY COUNCIL FOR ITS SUPPORT OF THE NBRA BID OVER THE PAST 27 YEARS. WE LOOK FORWARD TO DEDICATING OUR TIME AND EFFORT TOWARD THE NBRA BID'S FY 2020-2021 GOALS AND PRIORITIES AND TO ENSURING A PROSPEROUS RECOVERY FOR NEWPORT BEACH AND ITS RESTAURANTS 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 400 NEWPORT BEACH RESTAURANTS AND CULINARY BUSINESSES WITH MUCH NEEDED MARKETING SUPPORT TO DRIVE RECOVERY EFFORTS FOR OUR LOCAL ECONOMY. ON BEHALF OF THE NBRA BID, WE GREATLY APPRECIATE THE CITY COUNCIL'S SUPPORT OF THE NBRA BID, AND WE LOOK FORWARD TO SHOWCASING THE LOCAL CULINARY COMMUNITY, INCREASING DINER FREQUENCY AND GENERATING INCREMENTAL RESTAURANT SALES. THANK YOU IN ADVANCE. SINCERELY, CARLOS GODINEZ NBRA BID BOARD PRESIDENT GENERAL MANAGER, TAVERN HOUSE RESTAURANT 9-7 - Y 2-7020-2021 # COVI D-1 9 '' CONOMIC RECOVERY MARKETING PLAN �b N FWPORT BEACH & COMPANY & BUDGET NI RESTAURANT ASSOCIATION to-] DIN[ NEWPORT BEACH V� 2020-2021 NBRA MARKETING PLAN NEWPORT BEACH RESTAURANT ASSOCIATION COVID-99 ECONOMIC RECOVERY PLAN OBJET; rIVEz:) 1. DRIVE INCREMENTAL CUSTOMERS, SPENDING AND REVENUE TO NEWPORT BEACH RESTAURANTS TO ASSIST WITH ECONOMIC AND FINANCIAL COVID-19 RECOVERY EFFORTS. 2. WITH REDUCED IN-HOUSE SEATING CAPACITY, GENERATE INCREMENTAL RESTAURANT REVENUE VIA MARKETING PROGRAMS AND CAMPAIGNS THAT PROMOTE TAKE-OUT DINING, IN-HOUSE DINING AND FLEXIBLE OUTDOOR DINING SPACES AT STAKEHOLDER RESTAURANTS. 3. PROMOTE NEWPORT BEACH STAKEHOLDER RESTAURANTS AND SHOWCASE THE NEWPORT BEACH CULINARY COMMUNITY TO INCREASE DINER FREQUENCY, GENERATE STAKEHOLDER SALES AND INCREASE RESTAURANT STAKEHOLDERS' BRAND AWARENESS. 4. INCREASE AWARENESS OF THE DINE NEWPORT BEACH BRAND AND NEWPORT BEACH AS A TOP CULINARY DESTINATION. 5. FOSTER THE NEWPORT BEACH CULINARY COMMUNITY TO INCREASE STAKEHOLDER ENGAGEMENT, WHICH WILL INCLUDE NEW, INCREASED SAFETY AND HEALTH COMMUNICATIONS TO RESTAURANTS AS A RESPONSE TO THE COVID-19 PANDEMIC. 6. PROVIDE EXEMPLARY NBRA BID MARKETING, ADMINISTRATION & FINANCE SERVICES TO THE NBRA BID AND RESTAURANT STAKEHOLDERS V� 2020-2021 NBRA MARKETING PLAN NEWPORT BEACH RESTAURANT ASSOCIATION COVID-99 ECONOMIC RECOVERY PLAN -D I I--K/A I -EG I ES 1. SUMMER RESTAURANT MONTH (AUGUST 1 - 31,2020): CREATE A SUMMER RESTAURANT MONTH IN AUGUST 2020 TO DRIVE INCREMENTAL CUSTOMERS, SPENDING AND REVENUE TO NEWPORT BEACH RESTAURANTS 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 RESTAURANT WEEK (JANUARY 18 - 31,2021): CREATE A WINTER RESTAURANT WEEK IN JANUARY 2021 TO DRIVE INCREMENTAL CUSTOMERS, SPENDING AND REVENUE TO NEWPORT BEACH RESTAURANTS TO ASSIST WITH ECONOMIC AND FINANCIAL COVID-19 RECOVERY EFFORTS. JANUARY 2021 WILL BE A VERY SLOW MONTH IN NEWPORT BEACH WITH POST -HOLIDAY RESTAURANT DINING TYPICALLY EXTREMELY SLOW AND A POTENTIAL FOR A COMBINED COVID-19 AND FLU SEASON SEVERELY IMPACTING DINING AND VISITORS. NEWPORT BEACH VA7TH SUMMER NTH PASSPORT V� 2020-2021 NBRA MARKETING PLAN NEWPORT BEACH RESTAURANT ASSOCIATION COVID-99 ECONOMIC RECOVERY PLAN I- '31 m/A I Cu I E5 3. FALL & SPRING SEASONAL MARKETING CAMPAIGNS: WITH REDUCED INDOOR SEATING CAPACITY, CREATE MARKETING CAMPAIGNS THAT PROMOTE TAKE—OUT DINING, IN—HOUSE DINING AND FLEXIBLE OUTDOOR DINING SPACES AT STAKEHOLDER RESTAURANTS DURING FALL 2020 AND SPRING 2021 OFF—SEASONS. 4. STAKEHOLDER COMMUNICATIONS & BID ADMINISTRATION, FINANCE & MARKETING: DEVELOP A LONG—TERM COMMUNICATIONS PLAN TO EDUCATE, TRAIN AND COMMUNICATE HEALTH, SAFETY AND OTHER COVID-19 RECOVERY INFORMATION TO NEWPORT BEACH RESTAURANT STAKEHOLDERS—INCLUDING ONGOING BID ADMINISTRATION, MARKETING, FINANCE & OPERATING EXPENSES. jjYOUR TABL ,4�NA 1 i 5. a 00006 pp��ST�UR� ASSOCMnpN 7 9-11 V� 2020-2021 NBRA MARKETING PLAN NEWPORT BEACH RESTAURANT ASSOCIATION COVI D-'19 ECONOMIC RECOVERY PLAN SEASONAL PROMOTIONS DESIGNED lv riLL SLOW PERIODS ■ ONGOING NBRA STAKEHOLDER COMMUNICATIONS 100.0 SUMMER RESTAURANT LU 90.0 MONTH a' 80.0 } U 70.0 a 60.0 U 50.0 U 0 40.0 J F 30.0 0 = 20.0 10.0 0.0 Jul Aug Sep 2020 FALL MARKETING CAMPAIGN Oct Nov Dec WINTER RESTAURANT WEEK Jan Feb Mar 2021 SPRING MARKETING CAMPAIGN Apr May Jun 9-12 V� 1. 2. 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH DATES: AUGUST 1 - 31, 2020 NO RESTAURANT PARTICIPATION FEES. OPEN TO ALL NEWPORT BEACH RESTAURANTS AND NBRA STAKEHOLDERS. 3. AUGUST IS TYPICALLY A SLOW MONTH DUE TO AN EARLY BACK -TO - SCHOOL SCHEDULE. THIS YEAR, DUE TO COVID-19, SCHOOLS MAY START EARLIER TO MAKE UP FOR LOST TIME—LEADING TO LESS VISITORS AND LESS -FREQUENT DINING. 4. NBRA COULD NOT RUN A TYPICAL RESTAURANT WEEK WITH MULTI - COURSE MENU DISCOUNTS DUE TO FINANCIAL & OPERATIONAL CONSTRAINTS ON RESTAURANTS RECOVERING FROM COVID-19. 5. PROMOTION DESIGNED TO DRIVE VISITORS/RESIDENTS TO DINE -IN AND TAKE-OUT DINING DURING SLOW DAYS OF THE WEEK, GO TO LESS FREQUENTED NEIGHBORHOODS DUE TO A CITYWIDE SLOWDOWN IN TOURISM/ECONOMY 6. KEY MOTIVATOR TO SPARK DINE-IN/TAKE-OUT DINING WILL BE A MEGA, CITYWIDE SWEEPSTAKES PROMOTION TARGETING VISITORS AND RESIDENTS. NEWPORT BEACH SUMMER ' NU AUGUST 1 - 3 1 N8 RESTAURMT>aa fI PA sum—rX i AUG 1-31 MENU VEF THE PASSPORT NEWPORT BEACH SUMMER RESTAURANT MONTH 1 1p li, ik AUG 1-31 9-13 V� 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH 1. SWEEPSTAKES PROMOTION WITH MULTIPLE WINNERS EACH WEEK 2. SUMMER RESTAURANT MONTH PASSPORT - PRINTED & DIGITAL VERSIONS AVAILABLE 3. EACH NEWPORT BEACH RESTAURANT WILL RECEIVE PRINTED SUMMER RESTAURANT MONTH PASSPORTS FOR ALL DINERS. 4. A MOBILE PASSPORT APPLICATION WILL BE CREATED FOR DINERS 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 IPHONE/ANDROID PASSPORT PASSPORT MOBILE APP 9-14 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH 1. DAILY RESTAURANT GIFT CARD PRIZES RANDOMLY AWARDED EACH DAY OF PROMOTION -31 TOTAL WINNERS. 2. WEEKLY GRAND PRIZE WINNERS RECEIVE A NEWPORT BEACH PRESIDENTIAL VACATION -ONE GRAND PRIZE RANDOMLY CHOSEN EACH WEEK. TOTAL OF FOUR GRAND PRIZES. 3. FOUR TOTAL GRAND PRIZES: EACH WEEKLY ,-jEWPORT BEACH PRESIDENTIAL VACATION PACKAGE PRIZE INCLUDES: • COMPLIMENTARY 2 -NIGHT, MIDWEEK STAY IN A PRESIDENTIAL SUITE IN A NEWPORT BEACH HOTEL/RESORT • FOUR NEWPORT BEACH RESTAURANT GIFT CARDS • TWO NEWPORT BEACH ACTIVITY GIFT CARDS • TWO NEWPORT BEACH RETAIL GIFT CARDS • TOTAL WEEKLY GRAND PRIZE VALUE: 4. WINNERS PROMOTED ONLINE & VIA SOCIAL MEDIA L- �AA ' - ' V� 1. 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH DINERS NEED TO GO TO AT LEAST TWO OF THE FOUR TYPES OF RESTAURANTS FEATURED EACH WEEK. 2. EACH WEEK THE TYPES AND DAY—OF—WEEK OPTIONS CHANGE. THE TYPES OF RESTAURANTS MAY INCLUDE: FAMILY, BREAKFAST, WEEKNIGHT DINING, OR DESSERT—ORIENTED RESTAURANTS, GROCERS, FAST—CASUAL OR OTHER CULINARY BUSINESSES. 3. AFTER DINERS FILL IN THE BLANK WITH THE RESTAURANT NAME, DINERS WITH PRINTED PASSPORTS WILL RECEIVE A "DINE NB FORK" STAMP NEXT TO EACH TYPE OF RESTAURANT THEY GO TO. 4. SUBMIT A PHOTO OF THE COMPLETED PRINTED PASSPORT TO BE ENTERED TO WIN WEEKLY GRAND PRIZES. 5. DINERS WITH MOBILE PASSPORT APP WILL "CHECK—IN" AND RECEIVE A "DINE NB FORK" EMOJI SHOWING THEY WENT TO EACH RESTAURANT EACH WEEK. 6. MOBILE APP USERS WILL BE AUTOMATICALLY ENTERED LTO WIN WEEKLY GRAND PRIZES. J PRINTED NEWPORT BEACH PASSPORT RESTAURANTMONTH WEEK 1 CELLBRATE WITH CONTEST R CULINARY IOVRNEY LPAGE WEEN 7 We let the kids decide to go to _ WB. going la hreaklagt at Were having a weeknight dinner at W¢Yo having ice cream al 1 �7A4 �1 WEEKLY THEME WEEK 1: FAMILY RESTAURANT BREAKFAST RESTAURANT WEEKNIGHT DINING ICE CREAM/GELATO WEEK 2: ITALIAN RESTAURANT FAST -CASUAL RESTAURANT WEEKNIGHT DINING MEXICAN RESTAURANT WEEK 3: BURGERS OR FRIES FINE -DINING RESTAURANT WEEKNIGHT DINING SUSHI RESTAURANT WEEK 4: COCKTAILS, WINE & BEER FAST-FOOD RESTAURANT WEEKNIGHT DINING THAI/CHINESE RESTAURANT 9-16 NEWPORT 13EACH RESTAURANT MONTH CEiL ka Ait wiTH ACU LINA RY IOU RNFY V yWEEK 1 as =dud MOBILE APP PASSPORT WEEK 1 " CONTEST PAGE WEEKLY THEME WEEK 1: FAMILY RESTAURANT BREAKFAST RESTAURANT WEEKNIGHT DINING ICE CREAM/GELATO WEEK 2: ITALIAN RESTAURANT FAST -CASUAL RESTAURANT WEEKNIGHT DINING MEXICAN RESTAURANT WEEK 3: BURGERS OR FRIES FINE -DINING RESTAURANT WEEKNIGHT DINING SUSHI RESTAURANT WEEK 4: COCKTAILS, WINE & BEER FAST-FOOD RESTAURANT WEEKNIGHT DINING THAI/CHINESE RESTAURANT 9-16 V� 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH 0 13 9-17 v 1. VIRTUAL MEDIA KICK—OFF EVENT/ZOOM PRESS MEETING TO KICK— NEWPORT BEACH OFF SUMMER RESTAURANT MONTH WITH MEDIA. ALSO, SUMMER REQUESTING SUMMER RESTAURANT MONTH PROCLAMATION I � Irvine RFSTAURANT°"°NTMf FROM MAYOR O'NEILL. 2. CREATE PUBLIC RELATIONS PITCHES. FOODIE BLOGGER STORIES, Cos aMesa „ DINENB.COM STORIES, VIDEOS AND CONTENT. Tanaka Farms [AST SIDE COSTA Mf SA 3. NBTV SUMMER RESTAURANT MONTH VIDEO SERIES FOR SOCIAL W[5 SID[ % URfll NC.A MEDIA CHANNELS & GOVERNMENT—ACCESS TV CHANNELS (COX cas A MLSA CABLE & SPECTRUM). s gq AUG 7^'37 55 4rt� )3 4. PAID DIGITAL ADVERTISING CAMPAIGN ON PANDORA, GOOGLE ewport DISPLAY, FACEBOOK SPONSORED POSTS, SOCIAL MEDIA ADS Rrarh GEO—TARGETED TO RIGHT CUSTOMERS. � """" San Hills N r, a � � 5. PARTNERSHIPS WITH OPENTABLE & LOCAL MEDIA. caro". Wf °A, ,• Balboa Pier off MAP . 6. RESIDENT UTILITY BILL INSERTS, OUTDOOR BANNERS, POSTERS, MENU POINT OF SALE SIGNAGE AT RESTAURANTS. -- O Crystal Cove State Park 7. PARTNERSHIP WITH WAZE DIRECTIONS APP TO ESTABLISH GEO— FENCE AROUND NEWPORT BEACH TARGETING ALL VISITORS ONCENT ,e=^� NT THEY CROSS THE GEO—FENCE INTO NEWPORT BEACH. WAZE GEO—FENCE AROUND A55OCIARESTAURT*N �yypp g_ NEWPORT BEACH 13 9-17 V� 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH CAMPAIGN CREATIVE F OF THE OF THE PASSPORT NEWPORT BEACH SUMMER RESTAURANT MONTH AVA AUG 1-3'1 NEWPORT BEACH SUMMER RESTAURANT MONTH tASSOCIATION NEWPORT AIB RESTAURANT>>> 0 CELEBRATE WITH A CULINARY JOURNEY CF THE PASSPORT V� 2020-2021 NBRA MARKETING PLAN STRATEGY #1: SUMMER RESTAURANT MONTH PROJECT BUDGET CITY OF NEWPORT BEACH $40,000 COVID-19 RECOVERY GRANT NBRA CASH RESERVES $35,000 OPENTABLE RESERVATION $5,000 REVENUE TOTAL SUMMER PROMOTION $80,000 REVENUE 1. NBRA GRACIOUSLY THANKS THE CITY OF NEWPORT BEACH & CITY COUNCIL FOR THE CONSIDERATION IN PROVIDING COVID-19 ECONOMIC RECOVERY GRANT REVENUE. 2. NBRA COMMITS TO MATCH DOLLAR -FOR -DOLLAR CITY GRANT REVENUE WITH NBRA CASH RESERVES & EVENT REVENUE FROM OPENTABLE ONLINE RESERVATIONS. 3. SWEEPSTAKES PRIZES DONATED BY RESTAURANTS, ACTIVITIES, RETAIL & HOTELS. PAID PARTNERSHIPS (WAZE MOBILE APP & LOCALE MAGAZINE) PAID ADVERTISING (LA TIMES, STUNEWS, GOOGLE DISPLAY ADS, PANDORA RADIO, ETC.) VIRTUAL MEDIA KICK-OFF EVENT (ZOOM + ONLINE PRESS KITS) PROMOTIONAL SIGNAGE (POSTERS, RESTAURANT 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) `WEEKLY BITES" VIDEO SERIES PRODUCTION TOTAL SUMMER PROMOTION EXPENSES $15,000 $20,000 $0 $7,000 $10,000 $1,000 $15,000 $2,000 $5,000 $5,000 $80,000949 V� 2020-2021 NBRA MARKETING PLAN STRATEGY #2: WINTER RESTAURANT WEEK 1. DATES: JANUARY 18 - 31, 2021 2. LATE JANUARY IS TYPICALLY SLOW MONTH FOR RESTAURANTS. PROMOTION DESIGNED TO PROMOTE DINE -IN AND TAKE-OUT DINING DURING SLOW DAYS OF THE WEEK, LESS FREQUENTED NEIGHBORHOODS DUE TO CITYWIDE SLOWDOWN IN TOURISM/ECONOMY. 3. RESTAURANTS PAY MODEST PARTICIPATION FEES OF $100 OR LESS. 4. PARTICIPATING RESTAURANTS WILL FEATURE MULTI - COURSE MENU DISCOUNTS. 5. DINERS WILL HAVE OPTION FOR SECOND YEAR INA ROW TO DONATE TO SECOND HARVEST FOOD BANK. 6. MEDIA KICK-OFF EVENT & REQUEST TO PRESENT A MAYOR'S PROCLAMATION AND PRESENTATION TO NBRA ON JANUARY 14, 2021. NEWPORT BEACH RESTAURANT WEEK IS a JANUARY 18-31 1 9-20 V� 2020-2021 NBRA MARKETING PLAN �l STRATEGY #2: WINTER RESTAURANT WEEK CITY OF NEWPORT BEACH SPECIAL EVENT GRANT NBRA CASH RESERVES OPENTABLE RESERVATION REVENUE RESTAURANT PARTICIPATION FEES & KICK-OFF EVENT TICKET SALES TOTAL WINTER RESTAURANT WEEK REVENUE PROJECT BUDGET RAW"[ EXE DESCRIPTION $9,000 PAID MEDIA PARTNERSHIPS (LOCALE MAGAZINE) $5,000 $15,000 PAID ADVERTISING (LA TIMES, STUNEWS, GOOGLE $10,000 DISPLAY ADS, PANDORA RADIO, ETC.) $4,000 PAID SOCIAL MEDIA ADVERTISING $5,000 $12,000 MEDIA KICK-OFF EVENT $10,000 PROMOTIONAL SIGNAGE & COLLATERAL $40,000 (POSTERS, RESTAURANT BANNERS, UTILITY BILL INSERTS, $4,000 ETC.) RESEARCH/TRACKING $5,000 MEDIA INFLUE NCERS/BLOGGERS $1,000 TOTAL WINTER RESTAURANT WEEK EXPENSES $40,000 1 9-21 t, 2020-2021 NBRA MARKETING PLAN STRATEGY #3: FALL & SPRING SEASONAL CAMPAIGNS 1. FALL DATES: OCTOBER - DECEMBER 2020 2. SPRING DATES: MARCH - JUNE 2021 3. DINE NB BRAND ADVERTISING IN KEY MEDIA OUTLETS (LOCALE, LA TIMES, NEWPORT BEACH MAGAZINE, NEWPORT BEACH VISITOR MAP, OC REGISTER, NB MAGAZINE, ETC.) 4. DINE NB PROMOTIONAL ADVERTISING ON SOCIAL MEDIA (SPONSORED POSTS, CAROUSELS, INSTAGRAM, ETC.) 5. `WEEKLY BITES' VIDEO SERIES THROUGHOUT FALL & SPRING CAMPAIGNS 6. PR PLACEMENTS IN KEY MEDIA OUTLETS 7. SEASONAL SWEEPSTAKES PRIZES �R TADL AWAITS. RESERVE NOW} NBRA CASH RESERVES 1 $10,000 NBRA STAKEHOLDER $10,000 ASSESSMENTS TOTAL SEASONAL CAMPAIGNS REVENUE $20,000 BRAND ADVERTISING 1 $17,500 SOCIAL MEDIA ADVERTISING 1 $2,500 TOTAL SEASONAL CAMPAIGNS EXPENSES $20,000 9-22 V� 1. 2 3 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 2020-2021 NBRA MARKETING PLAN STRATEGY #4: STAKEHOLDER COMMUNICATIONS & BID ADMINISTRATION, MARKETING & FINANCES ONGOING JULY 2020 THROUGH JUNE 2021 INCREASED COMMUNICATIONS DUE TO COVID-19 RESTRICTIONS & RE -OPENING GUIDELINES ANTICIPATING FUTURE ISSUES IN WINTER 2021 DUE TO COVID-19 + SEASONAL FLU INCREASED RESTAURANT HEALTH/SAFETY EBLASTS, VIDEOS & CONTENT GUIDELINES NEW RESTAURANT SAFETY VIDEOS BID ADMINISTRATION, FINANCE & MARKETING FEES `WEEKLY BITES' VIDEO PRODUCTION PUBLIC RELATIONS/MARKETING SUPPORT MEDIA RELATIONS & WEBSITE MAINTENANCE MEMBERSHIP DUES POSTAGE/OFFICE SUPPLIES WEBSITE MAINTENANCE BANK/MERCHANT FEES NBRA CASH RESERVES 1 $10,000 NBRA STAKEHOLDER $51,500 ASSESSMENTS NBRA CARRY-OVER REVENUE $7,122 FROM PRIOR YEAR TOTAL SEASONAL CAMPAIGNS $68,622 REVENUE BID ADMINISTRATION, FINANCE $54,000 & MARKETING BID OPERATING EXPENSES 1 $14,622 TOTAL BID OPERATING $68,622 EXPENSES 9-23 V� 2020-2021 NBRA MARKETING PLAN FY 2020 - 2021 TOTAL ANNUAL NBRA BID BUDGET STAKEHOLDER ASSESSMENTS (REFLECTS 25% DISCOUNT IN FEES) BAD DEBT FROM ASSESSMENT DEFERRALS & RESTAURANT CLOSURES (REFLECTS A 54% OF TYPICAL ANNUAL COLLECTIONS) FUNDS FROM NBRA BID RESERVE ACCOUNT NBRA CARRY-OVER REVENUE FROM PRIOR YEAR COVID-19 RECOVERY GRANT (CITY OF NEWPORT BEACH) SPECIAL EVENT FEES & INCOME CITY SPECIAL EVENT GRANT (WINTER RESTAURANT WEEK) $127,500 SUMMER RESTAURANT MONTH (INCLUDES $40,000 CITY OF NEWPORT BEACH RECOVERY GRANT) $9,000 $40,000 $20,000 $68,622 $208,622 TOTAL ANNUAL INCOME $208,622 9-24 WINTER RESTAURANT WEEK -$70,000 (INCLUDES $9,000 SPECIAL EVENT CITY GRANT) FALL & SPRING SEASONAL $70,000 CAMPAIGNS STAKEHOLDER $7,122 COMMUNICATIONS, BID ADMIN, MARKETING, FINANCE $40,000 & OPERATIONAL EXPENSES TOTAL ANNUAL EXPENSES $25,000 $9,000 $40,000 $20,000 $68,622 $208,622 TOTAL ANNUAL INCOME $208,622 9-24 D 2 0 ACCOMPLISHME & FINANCIAL ul STATEMENTS 1111161 �b N FWPORT BEACH & COMPANY NI RESTAURANT ASSOCIATION D-INI NEWPORT BEACH j 2019-2020 ACCOMPLISHMENTS & FINANCIALS NEWPORT BEACH RESTAURANT ASSOCIATION FY 2019-2020 ACCOMPLISHMENTS PUBLIC RELATIONS -4-- ADVER , ISING IMPRESSIONS PUBLIC RELATIONS IMPRESSIONS 144.4 MILLION 1,404% INCREASE FROM PRIOR YEAR PUBLIC RELATIONS PLACEMENTS 228 500% INCREASE FROM PRIOR YEAR BROADCAST TV PLACEMENTS: FOX 11 `GOOD DAY LA' SPECTRUM NEWS 1 ADVERTISING IMPRESSIONS MILLION TOP PRINT MEDIA PLACEMENTS - NEW YORK TIMES RIVIERA MAGAZINE LA TIMES TELEGRAPH U.K. OC BUSINESS JOURNAL OC REGISTER ORANGE COAST LOCALE GREER'S OC _ s j 2019-2020 ACCOMPLISHMENTS & FINANCIALS NEWPORT BEACH RESTAURANT ASSOCIATION FY 2019-2020 ACCOMPLISHMENTS DIGITAL MARKETING (EMAIL & WEBSITE) DI N E N B.COM WEB PAGEVIEWS 689,361 14% INCREASE FROM PRIOR YEAR DI N E N B.COM UNIQUE SESSIONS 2Y0552%v-_-o 14% INCREASE FROM PRIOR YEAR SOCIAL MEDIA FOLLOWERS +42% NEARLY DOUBLED FROM PRIOR YEAR 2 VIDEO/TV SERIES .� _l �J , 447 VIDEO VIEWS VI DEO/TV PRODUCTIONS: PRODUCED 52 EPISODES OF `WEEKLY BITES' PRODUCED 6 EPISODES OF `CULINARY JOURNEYS' 9-27 j 2019-2020 ACCOMPLISHMENTS & FINANCIALS NEWPORT BEACH RESTAURANT ASSOCIATION FY 2019-2020 ACCOMPLISHMENTS 14TH ANNUAL NEWPORT BEACH ,RESTAURANT WEEK PARTICIPATING RESTAURANTS 72 RECORD—BREAKING PARTICIPATION MEDIA KICK-OFF EVENT TICKET SALES 160 TICKETS SOLD -60% INCREASE ESTIMATED CONSUMER SPEND S3.9 MILL ICON 3% INCREASE YEAR OVER YEAR DINERS DONATED TO NEW CHARITY $4,090 SECOND HARVEST FOOD BANK MEDIA KICK-OFF EVENT REVENUE $395599 TICKET SALES -19% INCREASE TOTAL PR & AD IMPRESSIONS 22a N/I I I_ L I O ISI 1,286% INCREASE YEAR OVER YEAR nn j 2019-2020 ACCOMPLISHMENTS & FINANCIALS NEWPORT BEACH RESTAURANT ASSOCIATION FY 2019-2020 PROFIT & LOSS STATEMENT FY 2019-2020 NBRA P&L STATEMENT OPERATING REVENUE FY 2019-2020 YEAR-TO-DATE 06/30/2020 YTD ACTUAL BUDGET•AMOUNT FY 2019-2020: YENDING 06/30/2020 YEAR-ENDREVENUE REMAINING Program Revenue Restaurant Association Fees 174 512.5 185 725.0 11 212.50 Restaurant Association Late Fees 525.0 8,20 (7,675.00 Restaurant Association Special Events 39 299.0 33,240.00 6,059.0 City of Newport Beach Matching Funds 0.0 40 000.0 40 000.00 City of Newport Beach Grant Funds 9,000.0 9 0 O.O TOTAL PROGRAM REVENUE 223 336.5 27610605:909 52 828.50 TOTAL OPERATING REVENUE 223,336,5 276 165.0 52 828.50 FY 2019-20 NBRA P&L STATEMENT EXPENSES IIAMR-TO- YTD ACTUAL FY .' ', YEAR -EN BUDGET .BUDGET ftT ININGBUDGET • ENERAL & ADMINISTRATIVE EXPENSES Operating Expenses 64100 - Office Supplies 0.00 459.34 (459.34) 64140 - Postage 147.00 488.55 (341.55) 64150 - Bank Fees 1,947.07 2,500.00 171.82 64160 - Membership Dues 300.00 300.00 0.00 64175 - Governance Meeting Expenses 0.00 3,852.00 (3,582. 0) 64400 - Bad Debt Expense 31 075.00 0.00 31 075.00 Total Operating Expenses 33 469.07 6,605.14 26 863.93 Professional Fees 64206 - Independent Contractors 14 725.00 8,985.00 5,740.00 64207 - Bloggers 5,300.00 10 500.00 (5,200. 0) 67004 - Marketing NBCo Fees 60 000.00 60 000.00 0.00 67005 - BID Administration Fees 18 000.00 18 000.00 0.00 67006 - Financial Services Fees 18 000.00 18 000.00 0.00 67007 - Consultant Reimbursement 12 000.00 12 000.00 0.00 Total Professional Fees 128 025.00 127 485.00 540.00 otal General & Administrative 161 494.07 134 090.14 27 403.93 kdvertising Expenses 66101 - Advertising - Purchased 8,916.38 41 518.54 32 602.16) otal Advertising Expenses 89916.38 41 518.54 32 602.16) ARKETING EXPENSES Community Relations 67103 - Community Partner Events 49000.00 2,850.00 1,150.00 67210 - Event Marketing Expenses 15 026.78 39 951.51 (24,924. 3) 67211 - Event Operating Expenses 12 066.36 11 332.14 734.22 67101- Research 59200.00 5,200.00 0.00 Total Community Relations 36 293.14 59 333.65 (23,040. 1) Marketing Collateral 67311 - Collateral Production Expenses 29866.64 5185.83 (29319. 9) Total Marketing Collateral 29866.64 5185.83 (29319. 9) Digital Marketing 67501 - Social Media 0.00 5,844.97 (5,844. 7) 67502 -Website Maintenance 0.00 0.00 (5,844.97) Total Digital Marketing 0.00 5 844.97 (59844. 7) Communications Public Relations 67607 - Media Relations 0.00 2,500.00 (29500. 0) Total Communications Public Relations 0.00 2,500.00 (29500. 0) otal Marketing Expenses 39159.78 72 864.45 (33,704. 7) TOTAL EXPENSES 209 570.23 248 473.13 38 902.90) ET INCOME 13,766.27 27,691.87 (13,925.60) 9 W V� 2019-2020 ACCOMPLISHMENTS & FINANCIALS NEWPORT BEACH RESTAURANT ASSOCIATION FY 2019-2020 BALANCE SHEET OF CURRENT ASSETS INEWPORTFY2019-2020 BALANCE SHEET OF CURRENT ASSETS FY 2019-2020 0. FY 2018-201 06/30/2019 ASSETS Current Assets Cash and Cash Equivalents NBRA Checking 175 491.06 142 578.24 Total Cash and Cash Equivalents 175 491.06 142 578.24 Accounts Receivable Accounts Receivable 16 637.00 51 360.50 Total Accounts Receivable 18 587.00 51 360.50 Total Current Assets 192128.06 193 938.74 TOTAL ASSETS 192128.06 193 938.74 LIABILITIES & NET ASSETS Liabilities Accounts Payable 16 050.00 31 626.95 Total Liabilities 16 050.00 31 626.95 Net Assets Net Assets General Fund Balance 162 311.79 134 619.92 Total Net Assets 162 311.79 134 619.92 Net Income 13 766.27 27 691.87 Total Net Assets 176 078.06 162 311.79 TOTAL LIABILITIES & NET ASSETS 192128.06 193 938.74 1. DUE TO COVID-19 IMPACT ON RESTAURANTS INCLUDING RESTAURANT CLOSURES, NBRA PLANS FOR A REDUCTION IN ASSESSMENT COLLECTION RATE FROM A CURRENT HIGH OF 94% DOWN TO 54%. 2. NBRA IS ANTICIPATING MANY RESTAURANTS WILL BE UNABLE TO PAY, SO NBRA HAS DISCOUNTED ITS FY21 ASSESSMENT FEES BY 25%. 1 3. TO MAKE UP FOR THIS BUDGET SHORTFALL, NBRA BID BOARD HAS AUTHORIZED A PLAN TO UTILIZE $70,000 FROM CASH RESERVES FOR FY21 PROGRAMMING. C t THANK YO JOURNEY WELL BEYOND