REPORT TO COUNCIL
SUBJECT
Title
Adopt a Resolution to Declare the City of Santa Clara's Intention to Renew the Santa Clara Tourism Improvement District (SCTID) and fix the time and place for a public meeting and public hearing
Report
BACKGROUND
The SCTID is a benefit assessment district proposed to continue a revenue source to help fund Marketing, Communication, and Convention Center and Partner Sales efforts for certain Santa Clara lodging businesses. This approach has been used successfully in other destination areas throughout the state to improve tourism and drive additional room nights to assessed businesses.
TOURISM IMPROVEMENT DISTRICTS
Tourism Improvement Districts (TIDs) utilize the efficiencies of private sector operation in the market-based promotion of tourism. These special assessment districts allow assessed business owners to organize their efforts to increase tourism. Business owners within the TID fund the TID, and those funds are used to provide services that are desired by and benefit the assessed businesses within the TID.
TID benefits:
* Funds cannot be diverted for other government programs;
* They are customized to fit the needs of each destination;
* They allow for a wide range of services; including: destination marketing, tourism promotion, and sales lead generation;
* They are designed, created and governed by those who will pay the assessment; and
* They provide a stable funding source for tourism promotion.
In California, TIDs are primarily formed pursuant to the Property and Business Improvement District Law of 1994 (94 Law). TIDs formed under the 94 Law can be funded by assessments against businesses, assessments against property or a combination of the two. TIDs are not entities that have a separate legal existence from the entities that establish them, nor are they political subdivisions that have their own governing boards. The TID is not, itself, a unit of government, rather, it is a program of the City.
A management...
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