HomeMy WebLinkAbout09 - Approval of COVID-19 Economic Relief Funding Support for the NBRABIDQ �EwPpRT
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<,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
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BEACH
& COMPANY
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RESTAURANT
ASSOCIATION
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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
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N LW PORT
BEACH
& COMPANY
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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
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COVI D-1 9 ''
CONOMIC RECOVERY
MARKETING PLAN
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BEACH
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& BUDGET
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RESTAURANT
ASSOCIATION
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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
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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.
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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
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AUG 1-31
MENU
VEF THE
PASSPORT
NEWPORT BEACH
SUMMER
RESTAURANT MONTH
1 1p
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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-
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'
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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
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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
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RESTAURANT MONTH
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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).
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4.
PAID DIGITAL ADVERTISING CAMPAIGN ON PANDORA, GOOGLE
ewport
DISPLAY, FACEBOOK SPONSORED POSTS, SOCIAL MEDIA ADS
Rrarh
GEO—TARGETED TO RIGHT CUSTOMERS.
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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
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13 9-17
V� 2020-2021 NBRA MARKETING PLAN
STRATEGY #1: SUMMER RESTAURANT MONTH
CAMPAIGN CREATIVE
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PASSPORT
NEWPORT BEACH
SUMMER
RESTAURANT MONTH
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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