HomeMy WebLinkAboutC-8132-6 - Grant Agreement - Council Grant FY 20-21N
QJ AMENDMENT NO. ONE TO
GRANT AGREEMENT
BETWEEN THE CITY OF NEWPORT BEACH AND BVMA INC.
THIS AMENDMENT NO. ONE TO GRANT AGREEMENT ("Amendment No. One")
is made and entered into as of this 22nd day of June, 2021 ("Effective Date"), by and
between the CITY OF NEWPORT BEACH, a California municipal corporation and charter
city ("City"), and BVMA INC., a California nonprofit corporation ("Grantee"), whose
address is 2865 East Coast Highway, Suite 360, Corona del Mar, CA 92625. City and
Grantee are at times individually referred to as "Party" and collectively as "Parties" herein.
RECITALS
A. On August 19, 2020, City and Grantee entered into a Grant Agreement
("Agreement") for COVID-19 Economic Relief Funding Support.
B. The parties desire to enter into this Amendment No. One to reflect additional
Services not included in the Agreement, to extend the term of the Agreement to
December 31, 2021.
NOW, THEREFORE, it is mutually agreed by and between the undersigned parties
as follows:
1. TERM
Section 2 of the Agreement is amended in its entirety and replaced with the
following: "The term of this Agreement shall commence on the Effective Date, and shall
terminate on December 31, 2021, unless terminated earlier as set forth herein."
2. GRANT PROPOSAL
Exhibit A to the Agreement shall be amended in its entirety and replaced to include
the Grant Proposal, attached hereto as Exhibit A and incorporated herein by reference
("Grant Proposal").
3. INTEGRATED CONTRACT
Except as expressly modified herein, all other provisions, terms, and covenants
set forth in the Agreement shall remain unchanged and shall be in full force and effect.
[SIGNATURES ON NEXT PAGE]
IN WITNESS WHEREOF, the parties have caused this Amendment No. One to be
executed on the dates written below.
APPROVED AS TO FORM:
CITY ATTON/EY'S OFFICE
Date:-- 1�Zf
CITY OF NEWPORT BEACH,
a California municipal corporation
Date: JUN 2 3 2021
By: JL �- . By:
Aaron C. Harp \Aa\ Gr e . Leung
City Attorney d o� Ci anager
ATTEST-
Date:—
By:�iA%i /j ,
[� �•
:.
City Clerk
CONSULTANT: BVMA, INC., a California
nonprofit corporation.
Date:
Signed in Counterpart
By:
Kelly Carlson
Chief Executive Officer
Date:
Signed in Counterpart
m
Coleen Dialuisio
Secretary
[END OF SIGNATURES]
Attachments- Exhibit A – Grant Proposal
BVMA Inc. Page 2
IN WITNESS WHEREOF, the parties have caused this Amendment No. One to be
executed on the dates written below.
APPROVED AS TO FORM:
CITY ATTO NEY'S OFFICE
Date: 6
By: ---
Aaron C. Harp `�a�
City Attorney d-°
ATTEST:
Date:
Leilani I. Brown
City Clerk
Attachments
CITY OF NEWPORT BEACH,
a California municipal corporation
Date:
Grace K. Leung
City Manager
CONSULTANT: BVMA, INC., a California
nonprofit corporation.
Date: 0.1 jD f I Z0 y ]
By-
elly a Ison
Chief ecutive Officer
Date: d
BYAd/L��
Coleen Dialuisio
Secretary
[END OF SIGNATURES]
Exhibit A — Grant Proposal
BVMA Inc. Page 2
EXHIBIT A
GRANT PROPOSAL
BVMA Inc. Page A-1
COVID-19 Economic Recovery Marketing Plan:
Communications, Events and Marketing / Public Relations
BVMA, Inc. will continue to promote Balboa Village businesses and encourage locals and
visitors to shop and dine in the Village utilizing a combination of public relations and marketing
strategies, and utilizing communication tools and marketing channels such as the BVMA's new
website, social media and digital advertising. Specific marketing uses of the COVID-19 Relief
Funding will include:
Expense Description
Budgeted Expense
Advertising (Print)
$7,000
Advertising (Digital)
$4,500
Website Management & Development
$6,300
Social Media Management
$4,700
Videography & Photography Management
$13,100
Christmas Decorations
$4,400
Total
$40,000
GRANT AGREEMENT
BETWEEN THE CITY OF NEWPORT BEACH AND
BVMA INC.
This Grant Agreement ("Agreement") is entered into this 19th day of August, 2020
("Effective Date"), by and between the City of Newport Beach, a California municipal
corporation and Charter City ("City"), and BVMA INC., a California nonprofit corporation
located at 2865 East Coast Highway, Suite 360, Corona del Mar, CA 92625 ("Grantee").
City and Grantee are at times individually referred to as "Party" and collectively as
"Parties" herein.
RECITALS
A. It is the policy of the City Council that the City's budget specifically allows the City
Council to direct revenue towards non-profit agencies, community groups,
community events, or enhancement projects with worthy projects or programs
which the City Council deems beneficial to the residents' quality of life.
B. Grantee requested a grant from the City for COVID-19 Economic Relief Funding
Support ("Grant Proposal").
C. On June 23, 2020, the City Council determined the Grant Proposal is for a worthy
project that will benefit the City's residents' quality of life.
D. The City Council approved a grant in the amount of Forty Thousand Dollars and
00/100 ($40,000.00) ("Grant Funds") to Grantee pursuant to certain conditions
regarding expenditure, reporting, and accounting requirements.
NOW, THEREFORE, the Parties agree as follows:
1. GRANT
1.1. City awards to Grantee Grant Funds in the amount of Forty Thousand Dollars
and 00/100 ($40,000.00) as requested by Grantee in the Grant Proposal attached hereto
as Exhibit A and incorporated herein by reference, or such other amount as authorized
by the City Council.
1.2. Grant Funds shall be disbursed by City to Grantee as follows:
® At the time of execution of this Agreement.
2. TERM
The term of this Agreement shall commence on the Effective Date and shall
continue in full force and effect until June 30, 2021, unless terminated earlier as provided
herein.
BVMA INC. Page 1
3. RESTRICTIONS ON USE OF FUNDS AND OTHER REQUIREMENTS RELATED
TO THE RECEIPT OF GRANT FUNDS
3.1. The Grant Funds are subject to the following expenditure conditions ("Approved
Uses"):
3.1.1. The Grant Funds shall be expended solely for the purposes provided
in Exhibit A;
3.1.2. The Grant Funds shall not be used for any activity that would violate
City, state or federal statutory or decisional law such as regulations affecting non-profit or
tax exempt organizations exempt from taxation pursuant to Section 501(c)(3) of the
Internal Revenue Code; and
3.2. Grantee further warrants to City that the Grant Funds will be spent solely for
the Approved Uses and the Grant Funds shall be used by Grantee during this
Agreement's term otherwise the Grant Funds shall be returned to City, as provided in
Section 5 below.
3.3. Grantee shall conduct background checks for all of its volunteers and
employees who work with minor children in relation to any project described in Grantee's
Grant Proposal. To the extent applicable, Grantee shall provide the City certification that
it has complied with this requirement prior to the receipt of Grant Funds.
4. REPORTING AND ACCOUNTING REQUIREMENTS
4.1. At all times during the term of this Agreement, Grantee shall maintain true,
proper, and complete books, records, and accounts (collectively, "Books and Records")
in which shall be entered fully and accurately all transactions taken with respect to the
operations of Grantee under the Grant Proposal and the expenditure of the Grant Funds.
Grantee shall maintain the Books and Records in accordance with Generally Accepted
Accounting Principles. Grantee shall make available to City such Books and Records
upon City's request.
4.2. If the Grantee has been audited by an independent auditor or has been the
subject of a compliance audit/examination by a grantee or regulatory agency during the
past three years, audit reports and management letters indicating compliance violations,
fraud, illegal acts, material weaknesses in internal control structure or reportable
conditions, in connection with such audits shall be delivered to the City thirty (30) days
prior to the effective date of this agreement. If no audits or events as described above
have occurred during this period, the Grantee shall provide City a written assertion that
no audits or similar examinations have occurred during the three (3) year period and an
assertion that the Grantee is not aware of any events or conditions, described above, or
other information that might reasonable impact City's decision to fund the grant as
requested.
4.3. City reserves the right to designate its own employee representative(s) or its
contracted representative(s) with a Certified Public Accounting firm who shall have the
BVMA INC. Page 2
right to audit Grantee's accounting procedures and internal controls of Grantee's financial
systems as they relate to the Grant Proposal and to examine any cost, revenue, payment,
claim, other records or supporting documentation resulting from any items set forth in this
Agreement. Any such audit(s) shall be undertaken by City or its representative(s) at
mutually agreed upon reasonable times and in conformance with generally accepted
auditing standards. Grantee agrees to fully cooperate with any such audit(s).
4.4. This right to audit shall extend during the length of this Agreement and for a
period of three (3) years or longer, if required by law, following the date of any Grant
Funds tendered under this Agreement. Grantee agrees to retain all necessary
records/documentation for the entire length of this audit period.
4.5. Grantee shall, upon conclusion of the event, furnish the City with a Balance
Sheet and Income Statement describing the receipt and disbursement activities of
Grantee with respect to the Grant Funds. In its sole and absolute discretion, the City may
also require Grantee to submit: (i) quarterly check registers and descriptions of each
disbursement; (ii) budget -to -actual -results; and (iii) a statement of position describing the
assets and liabilities associated with the Grant event. All reports, including a post -event
evaluation, shall be due to the City no later than forty-five (45) days following the
conclusion of the event. In the event that an independent audit is conducted, Grantee
shall forward a copy of the audited report to the City for review, including any Management
Letter, Report on Internal Controls, or Reportable Conditions letter generated during the
course of the audit.
4.6. Grantee agrees to exercise prudent financial management processes including
proper oversight of all assets, budget preparation, and timely reporting including budget -
to -actual -comparisons.
4.7. All Approved Uses shall be performed by Grantee or under Grantee's
supervision. Grantee represents that it possesses the professional and technical skills
required to perform the services required by this Agreement, and that it will perform all
services with a standard of care and in a manner commensurate with the community
professional standards and with the ordinary degree of skill and care that would be used
by other reasonably competent practitioners of the same discipline under similar
circumstances.
4.8. If Grantee has supported Political Action Committees(s) (PACs) during the past
three (3) years, the Grantee shall hire an independent auditor to perform limited, agreed-
upon testwork procedures to provide City assurance that City sponsored event profits did
not subsidize the funding of Political Action Committees (PACs) and event proceeds were
adequately segregated from funds used to support PACs. Agreed upon procedures may
include a review of a detail list of the past three (3) years of PAC contributions and
expenditures, including:
a. An identifying donor number, date and amount of each reported
contribution; and
b. A detail of expenditures sufficient enough to determine that the
expenditures were solely for PAC -related expenses; and
BVMA INC. Page 3
c. Any retained earnings or fund balance at the end of each fiscal year.
Substantive documentation for the contribution and expenditure should be available upon
request. City shall approve the agreed-upon testwork procedures prior to the
commencement of fieldwork.
5. USE OF GRANT FUNDS
5.1. The Grant Funds shall be used solely by Grantee for the Approved Uses and
for no other use. In the event that the Grant Funds are not used for the Approved Uses
or are not expended by or before June 30, 2021, Grantee shall notify the City in writing,
and shall be obligated to return the Grant Funds to City within thirty (30) days.
5.2. The City's grant contribution shall only be used for non -secular purposes.
Grantees shall not use the City's grant contribution, or any portion thereof, for any purpose
that violates local, state, or federal law, including, but not limited to, the Establishment
Clause.
6. INDEMNIFICATION
6.1. To the fullest extent permitted by law, Grantee shall indemnify, defend and hold
harmless City, its City Council, boards and commissions, officers, agents, volunteers, and
employees (collectively, the "Indemnified Parties") from and against any and all claims
(including, without limitation, claims for bodily injury, death or damage to property),
demands, obligations, damages, actions, causes of action, suits, losses, judgments,
fines, penalties, liabilities, costs and expenses (including, without limitation, attorney's
fees, disbursements and court costs) of every kind and nature whatsoever (individually,
a Claim; collectively, "Claims"), which may arise from or in any manner relate (directly or
indirectly) to this Agreement (including the negligent and/or willful acts, errors and/or
omissions of Grantee, its principals, officers, agents, employees, vendors, suppliers,
consultants, subcontractors, anyone employed directly or indirectly by any of them or for
whose acts they may be liable or any or all of them).
6.2. Notwithstanding the foregoing, nothing herein shall be construed to require
Grantee to indemnify the Indemnified Parties from any Claim arising from the sole
negligence or willful misconduct of the Indemnified Parties. Nothing in this indemnity shall
be construed as authorizing any award of attorney's fees in any action on or to enforce
the terms of this Agreement. This indemnity shall apply to all claims and liability
regardless of whether any insurance policies are applicable. The policy limits do not act
as a limitation upon the amount of indemnification to be provided by Grantee.
7. GRANTEE INDEPENDENCE
In the performance of this Agreement, the Grantee, and the agents and employees of
Grantee, shall act in an independent capacity and are not officers, employees or agents
of the City. The manner and means of performing the Approved Uses are under the
control of Grantee, except to the extent they are limited by statute, rule or regulation and
the expressed terms of this Agreement. Nothing in this Agreement shall be deemed to
BVMA INC. Page 4
constitute approval for Grantee or any of Grantee's employees or agents, to be the agents
or employees of City. Grantee shall have the responsibility for and control over the means
of performing the Approved Uses, provided that Grantee is in compliance with the terms
of this Agreement. Anything in this Agreement that may appear to give City the right to
direct Grantee as to the details of the performance or to exercise a measure of control
over Grantee shall mean only that Grantee shall follow the desires of City with respect to
the results of the Approved Uses.
8. PROHIBITION AGAINST TRANSFERS
Grantee shall not assign, sublease, hypothecate or transfer this Agreement or any of the
services to be performed under this Agreement, directly or indirectly, by operation of law
or otherwise without prior written consent of City. Any attempt to do so without written
consent of City shall be null and void.
9. NOTICES
9.1. All notices, demands, requests or approvals to be given under this Agreement
shall be given in writing and conclusively shall be deemed served when delivered
personally or on the third business day after the deposit thereof in the United States mail,
postage prepaid, first class mail, addressed as hereinafter provided.
9.2. All notices, demands, requests or approvals from Grantee to City shall be
addressed to the City at:
Attn: City Manager
City of Newport Beach
100 Civic Center Drive
P.O. Box 1768
Newport Beach, CA 92658-8915
9.3. All notices, demands, requests or approvals from City to Grantee shall be
addressed to Grantee at:
Attn: Kelly Carlson
BVMA INC.
2865 East Coast Highway, Suite 360
Corona del Mar, CA 92625
10. TERMINATION
10.1. Termination for Cause. Grantee shall be in default if Grantee fails or refuses
to perform any duty required by the Agreement or performs in a manner inconsistent with
the terms, conditions and restrictions in this Agreement. In such event, City shall give
Grantee, thirty (30) days written notice to cure, if the default can be cured and City shall
be entitled to terminate this Agreement if Grantee has not cured the default within the
thirty (30) day cure period. City shall be entitled to immediately terminate this Agreement
if the default cannot be cured through corrective action. If terminated for cause, Grant
BVMA INC. Page 5
Funds shall be returned to the City pursuant to Section 5. This Agreement is made on an
annual basis, and as such is subject to non -renewal at its termination.
10.2. Termination without Cause. City may terminate this Agreement at any time
with or without cause upon seven (7) days written notice to Grantee, any remaining Grant
Funds in Grantee's possession at the time of termination shall be returned to City
pursuant to Section 5.
10.3. Specific Performance. Grantee agrees that the City has the legal right, and all
necessary conditions have been satisfied, to specifically enforce Grantee's obligations
pursuant to this Agreement.
11. STANDARD PROVISIONS
11.1. Recitals. City and Grantee acknowledge that the above Recitals are true and
correct and are hereby incorporated by reference into this Agreement.
11.2. Compliance With all Laws. Grantee shall at its own cost and expense comply
with all statutes, ordinances, regulations and requirements of all governmental entities,
including federal, state, county or municipal, whether now in force or hereinafter enacted.
11.3. Waiver. A waiver by either Party of any breach, of any term, covenant or
condition contained herein shall not be deemed to be a waiver of any subsequent breach
of the same or any other term, covenant or condition contained herein, whether of the
same or a different character.
11.4. Integrated Contract. This Agreement represents the full and complete
understanding of every kind or nature whatsoever between the parties hereto, and all
preliminary negotiations and agreements of whatsoever kind or nature are merged herein.
No verbal agreement or implied covenant shall be held to vary the provisions herein.
11.5. Conflicts or Inconsistencies. In the event there are any conflicts or
inconsistencies between this Agreement and the Grant Proposal or any other
attachments attached hereto, the terms of this Agreement shall govern.
11.6. Interpretation. The terms of this Agreement shall be construed in accordance
with the meaning of the language used and shall not be construed for or against either
party by reason of the authorship of the Agreement or any other rule of construction which
might otherwise apply.
11.7. Amendments. This Agreement may be modified or amended only by a written
document executed by both Grantee and City and approved as to form by the City
Attorney.
11.8. Severability. If any term or portion of this Agreement is held to be invalid, illegal,
or otherwise unenforceable by a court of competent jurisdiction, the remaining provisions
of this Agreement shall continue in full force and effect.
11.9. Controlling Law And Venue. The laws of the State of California shall govern
this Agreement and all matters relating to it and any action brought relating to this
BVMA INC. Page 6
Agreement shall be adjudicated in a court of competent jurisdiction in the County of
Orange, State of California.
11.10. Equal Opportunity Employment. Grantee represents that it is an equal
opportunity employer and it shall not discriminate against any contractor, employee or
applicant for employment because of race, religion, color, national origin, handicap,
ancestry, sex or age or any other impermissible basis under law.
11.11. No Attorney's Fees. In the event of any dispute or legal action arising under
this Agreement, the prevailing party shall not be entitled to attorney's fees.
11.12. Counterparts. This Agreement may be executed in two (2) or more
counterparts, each of which shall be deemed an original and all of which together shall
constitute one and the same instrument.
[SIGNATURES ON NEXT PAGE]
BVMA INC. Page 7
IN WITNESS WHEREOF, the Parties have caused this Agreement to be executed
on the dates written below.
APPROVED AS TO FORM:
CITY ATTORNEY'S OFFICE
Date: 2,0 Z'-)
By: ( 4lc ;,G,.L.__ o f
Aaron C. Harp
City Attorney
ATTEST:
Date: q-30 -ug.,6
By:
Leilani I. Brown;
City Clerkc� Vis.-).,,,
Attachment: Exhibit A: Grant Proposal
CITY OF NEWPORT BEACH,
A California municipal corporation
Date: 61-d l - ZD
B#iManager
[i
K. Leung
GRANTEE: BVMA INC., a California
nonprofit corporation
Date:
By:
NAOfAlIv—
K, y Carl n
Chief Exp tive Officer
Datel I � 51 lam' o 2t)
I�
By:
Coleen Dialuisio
Secretary
[END OF SIGNATURES]
BVMA INC. Page 8
Exhibit A
BVMA INC. Page A-1
2020-2021
BALBOA VILLAGE
MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY
MARKETING PLAN
JUNE 2020
V) 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
I
L.Bo�
NL.V��Pn1
& COMPANY
�1LM
V) 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
I
BALBOA VILLAGE MERCHANTS ASSOCIATION
INTRODUCTION
JOURNEY WELL BEYOND
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
K
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVI D-19 ECONOMIC RECOVERY
MARKETING PLAN
JOURNEY WELL BEYOND
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
b2020-2021 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: �p,LBO ��LBp9
• SIMILAR ISSUES/SLOW SEASONS/OPPORTUNITIES
• 17
STRENGTH IN NUMBERS
• MORE BANG FOR YOUR BUCK BY POOLING RESOURCES 1
• STREAMLINES MARKETING & MESSAGING r�, °
• COORDINATES MEDIA PLANS AND MEDIA BUYS TO PREVENT OVERLAP LAS j
B
J) 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.
7
V>
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'BESTOF 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.
2020-2021 BALBOAI VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY PLAN
STRATEGIES VILBOA
VLLAGE <
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.
s
NEWPORT BEACH ST mommillifto
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4. MERCHANT COMMUNICATIONS, EVENT MARKETING, `rte aw
& YEAR-ROUND MARKETING SERVICES: 0-
DEVELOP A LONG-TERM MERCHANT COMMUNICATIONS PLAN TO " ow„
COMMUNICATE HEALTH, SAFETY AND OTHER COVID-19 RECOVERY 0 ..," :.7 -
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.
9
t 7> 2020-2021 BALBOA VILLAGE MARKETING PLAN
BALBOA VILLAGE MERCHANTS ASSOCIATION
COVID-19 ECONOMIC RECOVERY PLAN
SEASONAL PROMOTIONS DESIGNED TO FILL SLOW PERIODS
100.0
H 90.0
80.0
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0 70.0
Z
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7
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0 40.0
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ONGOING BVMA MERCHANT COMMUNICATIONS, YEAR-ROUND MARKETING & EVENTS
SEPTEMBER FALL WINTERSPRING
BESTOF MARKETING 'BEST OF BALBOA' MARKETING
BALBOA' CAMPAIGN PROMOTIONAL CAMPAIGN CAMPAIGN
MONTH
Sep Oct Nov Dec Jan Feb Mar Apr May Jun
2020 2021 10
{> 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
1. DATES: SEPTEMBER 1 — 30, 2020
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.
t t f 2020-2027 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.
V� 2020-2021 BALBOA VILLAGE MARKETING PLAN
12
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.
BALBOA L �5
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13
t 1> 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
t t> 2020-2021 BALBOA VILLAGE MARKETING PLAN
WEEK 1:
FAMILY RESTAURANT
CLOTHING STORE
WATERSPORTS RENTAL
FUN ZONE RIDE/ARCADE
WEEK 2:
BI OR BV RESTAURANT
WEEKNIGHT DINING
WHALEWATCHING TOUR
HOME ACCENTS STORE
WEEK 3:
EXPLOREOCEAN VISIT
BIKE/SCOOTER RENTAL
WEEKNIGHT DINING
COFFEE SHOP
WEEK 4:
COCKTAILS, WINE & BEER
PHARMACY VISIT
WEEKNIGHT DINING
REAL ESTATE OFFICE
14
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
PRINTED
Y' V
" ASSPORT
BEST OF BALBOA EEK 1
PASSPORT
ONTEST
HOW TO WIN?AGE
Tanaka farms
WEEK 7
1. LOCALS AND VISITORS NEED TO GO TO AT LEAST TWO OF THE
We let the kids decide to go to
FOUR TYPES OF MERCHANTS FEATURED EACH WEEK.
We're going to breakfast at
Wa'ro having a ...knight dinner
at
2. EACH WEEK THE TYPES AND DAY -OF -WEEK MERCHANTS
W.'rehavh,p,ioocraamat
'`-Beach
CHANGE. THE TYPES OF MERCHANTS MAY INCLUDE: FAMILY,
-
BREAKFAST, WEEKNIGHT DINING, REAL ESTATE,
WHALEWATCHING, EXPLOREOCIAN, BI MUSEUM OR
----
WATERSPORTS BUSINESSES.
I�I
r,�
- State Perk
3. AFTER THEY FILL IN THE BLANK WITH THE MERCHANT NAME,
r
BEST OF BALBOA
GUESTS WITH PRINTED PASSPORTS WILL RECEIVE A "BEST OF
PASSPORT
BALBOA" STAMP NEXT TO EACH TYPE OF RESTAURANT THEY
GO TO.
WEEK 1
4. SUBMIT A PHOTO OF THE COMPLETED PRINTED PASSPORT TOK
BE ENTERED TO WIN WEEKLY GRAND PRIZES.
5. GUESTS WITH THE MOBILE PASSPORT APP WILL "CHECK-IN"
a� {. U
AND RECEIVE A "BEST OF BALBOA" EMO11 SHOWING THEY
U
WENT TO AT LEAST TWO MERCHANTS EACH WEEK.
6. MOBILE APP USERS WILL BE AUTOMATICALLY ENTERED TO WIN
I i�w
1 7
WEEKLY GRAND PRIZES.
MOBILE APP
PASSPORT`'
WEEK 1
CONTEST
PAGE
t t> 2020-2021 BALBOA VILLAGE MARKETING PLAN
WEEK 1:
FAMILY RESTAURANT
CLOTHING STORE
WATERSPORTS RENTAL
FUN ZONE RIDE/ARCADE
WEEK 2:
BI OR BV RESTAURANT
WEEKNIGHT DINING
WHALEWATCHING TOUR
HOME ACCENTS STORE
WEEK 3:
EXPLOREOCEAN VISIT
BIKE/SCOOTER RENTAL
WEEKNIGHT DINING
COFFEE SHOP
WEEK 4:
COCKTAILS, WINE & BEER
PHARMACY VISIT
WEEKNIGHT DINING
REAL ESTATE OFFICE
14
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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Irvine
Cos wesa
Tanaka farms
05
ewport --
'`-Beach
!D
Son Jougwn
Hills
Balboa Pier
----
CrystalCove -;
r,�
- State Perk
t Y f 2020-2021 BALEIOA VILLAGE MARKETING PLAN
STRATEGY #1: SEPTEMBER `BEST OF BALBOA' MONTH
CAMPAIGN CREATIVE
t Tj 2020-2021 ALB -A 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
Family Fun Day
current consumer tastes and
Girls Night Out
interests that encourage longer
stays and increased spending in
Weekend Getaway
y
the districts. Pilot test the
Shopping Spree
appeal of the packages through
Foodie Experience
PR, social media and e -
newsletter promotion, as well
as possibly through Groupon,
Travelzoo, etc.
t T, 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.
kb 2020-2021 BALBOA VILLAGE MARKETING PLAN
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.
is
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.
t 7, 2020-2021 BALBOA VILLAGE MARKETING PLAN
STRATEGIES 1 & 2: SEPTEMBER & WINTER
`BEST OF BALBOA' PROMOTIONS BUDGET
RIMA, INC. CITY OF NEWPORT $20,000
BEACH COVID-19 GRANT
BVMA CITY OF NEWPORT BEACH 0,000
COVID-19 GRANT
BIMA, INC. CASH RESERVES $10,000
BVMA CASH RESERVES $10,000
TOTAL SEPT & WINTER $80,000
PROMOTIONS REVENUE
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.
e Y 1 2020-2021 BALBOA VILLAGE MARKETING PLAN
PAID PARTNERSHIPS MAZE MOBILE APP & MEDIA
$15,000
PARTNERSHIP)
SEASONAL..
PAID ADVERTISING (LA TIMES, STUNEWS, GOOGLE
$20,000
DISPLAY ADS, PANDORA RADIO, SOCIAL MEDIA ADS, ETC.)
BVMA CASH RESERVES
VIRTUAL MEDIA KICK-OFF EVENT (zoom + ONLINE
$O
PRESS KITS)
$5,000
PROMOTIONAL SIGNAGE
$5,000
(POSTERS, MERCHANT BANNERS, POINT-OF-SALE TENT
$7,000
CARDS, WINDOW CLINGS, UTILITY BILL INSERTS, ETC.)
$10,000
COLLATERAL (PRINTED PASSPORTS)
$10,000
RUBBER STAMPS OR STICKERS FOR WINNERS
$1,000
(STAMPS/STICKERS APPLIED TO PRINTED PASSPORTS)
SEASONAL..
MOBILE PASSPORT SOFTWARE FEES
$15,000
(IPHONE/ANDROID)
BVMA CASH RESERVES
MEDIA INFLUENCERS/BLOGGERS
$2,000
RESEARCH/TRACKING (ECONOMIC IMPACT STUDY)
$5,000
`EAT.SEA.DO." VIDEO SERIES PRODUCTION
$5,000
TOTAL SEPT & WINTER PROMOTION EXPENSES
$80,000
STRATEGY #3: FALL & SPRING SEASONAL CAMPAIGNS
BALBOA VILLAGE
REVENUE DESCRIPTION
REVENUE
SEASONAL..
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
EXPENSES
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
EXPENSES $10,000
21
V> 2020-2021 BAIBOA VILLAGE MARKETING PLAN
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
STRATEGY #4: MERCHANT COMMUNICATIONS,
EVENT MARKETING & SUMMER SHUTTLE PLAN
ONGOING JULY 2020 THROUGH JUNE 2021
INCREASED MERCHANT COMMUNICATIONS DUE TO
COVID-19 RESTRICTIONS & RE -OPENING GUIDELINES
ANTICIPATING FUTURE ISSUES IN WINTER 2021 DUE TO
COVID-19 + SEASONAL FLU
ASSOCIATION ADMINISTRATION, FINANCE &
MARKETING FEES
`EAT.SEA.DO.' VIDEO PRODUCTION
PUBLIC RELATIONS/ MARKETING SUPPORT
MEDIA RELATIONS & WEBSITE MAINTENANCE
MEMBERSHIP DUES
POSTAGE/OFFICE SUPPLIES
WEBSITE MAINTENANCE
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 BEACH
WINE&FOOD
22
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
& FINANCIAL STATEMENTS
JOU R N EY WELL BEYOND
V>
ky>
2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
PUBLIC RELATIONS + SOCIAL MEDIA
PUBLIC RELATIONS SOCIAL MEDIA
PLACEMENTS FOLLOWERS
70 7,805
+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
2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
DIGITAL MARKETING (WEBSITE)
BALBOAVILLAGE.COM
WEB PAGEVIEWS
59,502
BALBOAVILLAGE.COM
UNIQUE SESSIONS
39,276
24
BALBOAVILLAGE.COM
WEB PAGEVIEWS 3 -YEAR GROWTH
100,000
80,000
60,000
40,000
20,000
2017
NOTE: HUGE GROWTH IN 2018/2019 DUE TO MOVING
BA LBOAVILLAGE.COM URL/SITE STRUCTURE UNDER
VISITNEWPORTBEACH.COM FOR INCREASED EXPOSURE/VIEWS.
kb
2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 ACCOMPLISHMENTS
1. CREATED AND RAN BALBOA VILLAGE BRAND ADVERTISING IN KEY, LOCAL MEDIA OUTLETS.
2. RAISED NEW REVENUE FROM MERCHANTS TO SUPPORT A CO-OP AD CAMPAIGN INCLUDING BOTH PRINT AND
DIGITAL PROGRAMMATIC ADS THAT WERE PAID FOR WITH MERCHANT CONTRIBUTION TO OFFSET BVMA
EXPENSES. AN EXPANSION OF THIS PUBLIC/PRIVATE CO-OP AD CAMPAIGN WAS TO BE EXPANDED IN SPRING
2020.
3. DEVELOPED NEW MEMBERSHIP,ADVERTISING, AND SPONSORSHIP STRUCTURES TO CREATE REVENUE IN
ADDITION TO THE CONTINUED CITY FUNDING.
4. CONTINUED SUCCESSFUL SEASONAL/HOLIDAY DECORATION PROGRAM THROUGHOUT BALBOA VILLAGE.
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 ATHIRD-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 BALBOAVILLAGE.
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 QUARANTINE TO DETERMINE
COMMUNITY IMPACTS AND IDEAS FOR REOPENING.
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 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
2019-2020 ACCOMPLISHMENTS & FINANCIALS
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-2020 FINANCIAL STATEMENTS
BALBOA VILLAGE MERCHANTS ASSOCIATION FY
. •
BALANCE SHEET ACTUAL
ASSETS
... TE
.'.. /2020
BUDGET
CURRENT ASSETS
Checking/Savings-Union Bank
48,644.49
TOTAL TOTAL CHECKING SAVINGS
48644.4
GROSS PROFIT
20,5 O.O
ACCOUNTS RECEIVABLE
Accounts Receivable
1,650.00
TOTAL ACCOUNTS RECEIVABLE
1,650.00
Books Subscriptions, Reference
481.6
OTHER CURRENT ASSETS- Decorations December
32 217.1
Decorations
1700.00
Seasonal Decorations
1 824.2
TOTAL OTHER CURRENT ASSETS
34 041.4
TOTAL ASSETS
84 335.91
ADVERTISING - Brochure
1,048.34
LIABILITIES & EQUITY
E uit - Unrestricted Net Assets
74 063.11
Net Income
10 272.8
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 -COV I D-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
26
BALBOA VILLAGE MERCHANTS ASSOCIATION
FY 2019-20
PROFIT & LOSS STATEMENT
ORDINARY INCOME/EXPENSE
YEAR-TO-DATE
.... . .
ACTUAL BUDGET
INCOME
Grants - Municipal
20 500.00
TOTAL INCOME
20 500.0
GROSS PROFIT
20,5 O.O
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 Eve nts- Decorations
5 790.11
Special Events -Permits
448.0
TOTAL CHRISTMAS AT THE BEACH
6,238.1
TOTAL SPECIAL EVENTS
6,238.11
TOTAL PROGRAM EXPENSES
7,286.4
TOTAL EXPENSES
10 272.8
NET INCOME
10 272.8
27
THANK YOU!
JOU R N EY WE LL BEYON D