Like many cities across the United States, Pacifica is staring straight into the face of titanic painful cuts. Essentially $1.5 million to $2 million needs to be deleted from a budget already quaking. The deadline for the approved budget is July 1.
On Wednesday evening, May 4, Pacifica Chamber of Commerce CEO and Economic Development Committee member Courtney Conlon stood before the attending members of City Council Mayor Mary Ann Nihart, Councilmember Sue Digre and Councilmember Len Stone (Councilmembers Pete DeJarnatt and Jim Vreeland were not in attendance) — to discuss the Chamber’s profound interest in assisting the city with both short and long-term solutions that will “enable the city to generate the much needed revenue to retain its vital city services.” City Manager Stephen Rhodes was also seated at the City Council’s table. The session was well attended by several members of the Chamber board, various business owners and other concerned Pacificans.
While this was an “informal” study session, the Chamber’s proposal of partnering with the city to increase city revenue was direct, bullet pointed, urgent and loaded with solutions.
“In our estimation, the best way for the city to increase revenue in the short term is to boost tourism,” Conlon began. “When guests stay at our hotels, the City collects 12 percent on the amount charged for every room. Currently our average hotel occupancy for the first quarter 2011 is in the low 50 percentile.” Conlon noted that despite tourism being “seasonal,” the rich natural resources of our city, available year round — the ocean, coastal bluffs, extensive hiking and walking trails — could generate city revenue all seasons.
She discussed an effective regional marketing and PR campaign to boost hotel occupancy at least 10 percent over and beyond what is projected with the upswing of the economy. This hotel boost in turn would bump up the City’s receipt of Transient Occupancy Tax (TOT) revenue. The regional marketing and PR campaign would additionally benefit local restaurants, cafes and other hospitality related businesses frequented by hotel guests and day visitors.
“Over this past year, the Chamber has been working closely with our hotels, improving and upgrading their current marketing materials, media kit and website,” Conlon said. “These upfront costs have been directly funded by the monies from the Hotel Business Improvement District (BID).” The website, not yet fully launched but definitely established, www.visitPacifica.com, easily celebrates Pacifica as a “pretty cool place” with its vivid colors and natural beauty that those of us who are lucky enough to live here never grow weary of. The site will capture restaurants, entertainment, lodging, hiking, biking, surfing, fishing, the Segway personal transporter, the skateboard park, the great Pacific Ocean, the extraordinary vistas — it is a doorway to our Coastside Shangri-la.
Conlon said going forward, marketing efforts to help stimulate the local economy include lobbying AT&T to improve cell service in the Rockaway Beach Area (an obvious boost to business travelers), creating a centralized community calendar housing city-wide events (all inclusive recreational, business, nonprofit, service), which would link to the hotel and local business websites so visitors can plan accordingly.
The Chamber, working with monies from the BID, is additionally extending its hand to broadcast mediums, one of which has already brought results. Check next week’s local listings for the special news segment on CBS 5 “Famous Views Around The Bay” which features Chuck Gust of Nick’s Restaurant, Mitch Postel the President of the San Mateo County Historical Association, Chamber CEO Courtney Conlon and Greg Smead, a direct descendent of the Anza and Portola expedition, retracing the historical steps to the “most significant historical discovery site of the 18th century in the Western United States” — the Portola Discovery Site atop Sweeney Ridge.
For long-term solutions, the Chamber will help design and maintain a searchable, interactive commercial real estate website to attract business owners. The website will include an easy to read one-page color coded zoning map along with business license information, demographic reports, traffic counts and consumer spending reports. It will link to the city’s website and the Chamber’s website. The purpose is to boost sales tax revenues through retail business activity, attract new business and increase business retention. This in turn creates local job opportunities, bolsters fees paid to the city, boosts sales tax revenues, benefits the schools, libraries, and parks — and provides locals with more reasons to stay in town and spend their money.
Additionally the benefits of tourist outreach through the visitor’s center, both short and long-term were discussed.
These Chamber suggested solutions — broken down into tourism promotion, visitor center marketing opportunities, centralized community calendar and the maintenance and creation of a searchable commercial website — will require a city investment of $54,500. The Chamber also presented their 2011 budget.
Overall Council reaction was favorable. There were questions, concerns and specific likes.
Councilmember Digre loved the idea of a city-wide calendar and liked the accountability of the city investment requested. She did want to be sure that businesses who were not Chamber members were also represented. She suggested that the visitor center be open seven days a week.
Councilmember Stone liked the breakdown of Chamber fees which would allow an “à la carte” type of spending from the city. He also said as a businessman, he understood the importance of advertising and that he found the advertising budget suggested by the Chamber to be measurable.
Mayor Nihart made it clear that she appreciates working with the Chamber and that a Chamber presence has been essential on the Economic Development Committee. The mayor acknowledged that the current budget crisis has created great challenges and tough decisions and that any funding for the Chamber might be difficult. She would require a finer breakdown of costs on both marketing suggestions and the Chamber budget.
Many audience members came to the podium in support of the Chamber presentation.
Though the meeting adjourned a little past the hour, the conversations continued. Some of those voices are represented here.
Mary Brown, licensed State Farm Insurance Agent, Park Mall said, “I think the Chamber is valuable. I think the Chamber’s visitor center, located in the heart of the hotel industry, is also valuable. The city doesn’t really have an economic arm. They have the Economic Development Community but they need something else. They need something that will be available to promote the city, seven days a week. There are little things that can be done here and there. But this is a full-time job promoting Pacifica. So let’s hope we can get that investment and use it.”
Councilmember Stone said, “Today the Chamber presented options for the city for economic development. Our city has never invested in developing our economy. This is a small step, a relatively small investment. To improve our economy, to increase our tax base you have to start with something.”
Pacifica Historical Society board member Clorinda Campagna said, “I came to this meeting because I care about Pacifica and this is an opportunity for the Council to open the door to our city. I think they have got to support the Chamber entirely. The whole economic thing and working together it’s the only way. Let people know who we are and what we have to offer — and we have so much to offer.”
Chris Porter, Chamber president said, “I am thankful that we had a presentation for the city tonight that could be a win-win situation. We are the Chamber that knows ‘how.’ Right now on the Chamber board, we have over 500 years worth of business experience. The city needs to utilize that to help make things happen.”
Mayor Nihart said, “I am absolutely thrilled that the Chamber wants to come forward and work with us. We have been working with a member (Courtney Conlon) of the Chamber in economic development and many of the ideas brought forward were identified. We have been trying to find volunteers in ways to make those things happen and working with the Chamber will be an opportunity.”
Chamber Treasurer Cheryl Yoes said she wanted to reiterate that the Chamber Board of Directors supports the financial plan presented.
“These short and long-term solutions are coming from a Board that is comprised of long-time, successful business owners with strong and varied backgrounds who have the kind of professional experience needed to present this financial plan. This support from such an experienced board is huge and in turn, we want the community and the City Council to support us,” Yoes said.
Conlon said the value of investing in the Chamber’s marketing and PR solutions are a short-term solution which in the bigger picture will benefit Pacifica in every way.
“We realize that our goals as the Chamber of Commerce are not only to search for economic growth but also to help and sustain our local business community,” Conlon said. “This is a new beginning for this Chamber of Commerce.”
A detailed explanation of the Chamber’s presentation to City Council can be found at www.pacificachamber.com. City Council can be contacted via www.cityofpacifica.org/government/city_council/default.asp.
