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AGENDA ORO VALLEY TOWN COUNCIL STUDY SESSION AUGUST 10, 2005 ORO VALLEY TOWN COUNCIL CHAMBERS 11,000 N. LA CANADA DRIVE STUDY SESSION: AT OR AFTER 5:30 P.M. CALL TO ORDER: 5:30 P.M. ROLL CALL 1. DISCUSSION REGARDING ALLOCATION OF THE TOWN'S BED TAX 2. DISCUSSION REGARDING FINANCE AND BOND COMMITTEE'S RECOMMENDATION FOR IMPLEMENTATION OF A LOCAL SALES TAX ON UTILITY SERVICES WHICH INCLUDE ELECTRICITY, NATURAL GAS AND WATER ADJOURNMENT The Town of Oro Valley complies with the Americans with Disabilities Act (ADA). If any person with a disability needs any type of accommodation, please notify the Oro Valley Town Clerk, at 229-4700 POSTED: 08/04/05 4:30 p.m. rg AGENDA ORO VALLEY TOWN COUNCIL STUDY SESSION AUGUST 10, 2005 ORO VALLEY TOWN COUNCIL CHAMBERS 11,000 N. LA CANADA DRIVE STUDY SESSION: AT OR AFTER 5:30 P.M. CALL TO ORDER: 5:30 P.M. ROLL CALL 1. DISCUSSION REGARDING ALLOCATION OF THE TOWN'S BED TAX 2. DISCUSSION REGARDING FINANCE AND BOND COMMITTEE'S RECOMMENDATION FOR IMPLEMENTATION OF A LOCAL SALES TAX ON UTILITY SERVICES WHICH INCLUDE ELECTRICITY, NATURAL GAS AND WATER ADJOURNMENT The Town of Oro Valley complies with the Americans with Disabilities Act (ADA). If any person with a disability needs any type of accommodation, please notify the Oro Valley Town Clerk, at 229-4700 POSTED: 08/04/05 4:30 p.m. rg I TOWN OF ORO VALLEY STUDY SESSION COUNCIL COMMUNICATION MEETING DATE: AUGUST 10, 2005 TO:• HONORABLE MAYOR & COUNCIL MEMBERS FROM: JEFFREY H. WEIR, CEcD ECONOMIC DEVELOPMENT ADMINISTRATOR SUBJECT: DISCUSSION REGARDING ALLOCATION OF THE TOWN'S BED TAX. SUMMARY: y On June 15, 2005 the Mayor and Council met in a Special session and approved Ordinance NO. (0) 05-18 amendingthe Town tax code by increasing the transient lodging tax rate to 6%• and designating the effective date as February 1, 2006. Furthermore, the Mayor and Council continued the allocation of the distribution of the theAugust 17, 2005 (now August 24, 2005) regular council �ncreased Bed Tax tog meeting. Additionally, the Council directed that a Study Session discussing the allocation of the Bed TAX distribution be determined and held prior to the August 17, 2005 regular council meeting. The StudySession date has been determined to be August 10, 2005. Following the Council's actions of June 15, 2005 meetings have been held between Town staff, representatives from the Metropolitan Tucson Visitors and Convention Bureau (MTCVB), management aq f the Hilton El Conquistador resort and a representative of the Southern Arizona Lodging n Association. The focus of the meetings was a review of the taken and direction provided by the Mayor and Council. actions The mainpo ints of the meeting conversations were: 1. The primary reason for support of the Bed Tax Rate increase from the lodging industry was recognition that the Tucson region was severely under funded when compared to regions of similar size. The expectation from industry members, such as the Hilton El Conquistador Resort, is that one half of the funds would be directed toward and expended for tourism promotion. Of the remaining one half of the funds a portion should be directed toward economic development. Clearly the industry supportsexpenditures enditures that increase the attractiveness of p i within the region. Items such as the development of the communities 9 Naranja Town Site, Parks and Recreation facilities and grounds, and other similarJ ro-ects would fall into this category. p TOWN OF ORO VALLEY STUDY SESSION COUNCIL COMMUNICATION PAGE 2 OF 3 of the Bed Tax funding is to be expended on tourism 2. A significant allocation development and will eventuallybe directed to the MTCVB, the issue of how would this increase in fundingbe used by the Bureau was addressed. Many new and exciting efforts will be undertaken by the Bureau. A major new effort that has exciting potential for Oro Valley is the promotion of Sporting venues and Activities. established identity the Town's with the El Tour de Tucson biking event, National Juniors Tennis event and the home to the Tucson Marathon any expansion of the awareness of these important activities should provide benefit to Oro Valley. With the new events such as the a direct economic y (112 Arizona Distance Classic marathon) and future regional/national opportunities youth outh soccer— football — baseball (when facilities are promotional added to the mix it is easy to see the potential economic gains to the community. 3. A recognition, as expressed duringthe June 15, 2005 meeting that the p Economic Development Agreement (EDA) between the Town and the Hilton El Conquistador Resort MUST be recognized. The EDA requires that 2% of the available 3% Bed Tax be rebated to the Hilton through August 2011. ives have proposed that the initial The Bureau and industry representat increase proposed for MTCVB from 0.75 % to 1.50 % be reduced to an amount of 1.00 Q/o. This amount when combined with the Hilton's 2.00 0/0 equals a total of 3.00 % or one half of the total Bed Tax Rate. The proposed reduction ction of the Bureau's allocation will make available 0.50 0/0 that should be allocated for one of the highest priority community needs that is currently under-funded;r-funded' Parks and Recreation Facilities/Services. Funding projects will provide major benefits for everyone in the for these meaningful community, including tourists and visitors. It is recommended that if the Town Council agrees with the allocation of the 0.50 0/0 of the Bed Tax for Parks & Recreation (P & R) uses, that the motion for adoption of the allocation should include direction to the Parks and Recreation Advisory Board (PRAB) to return by no lager than November 1, 2005 tote h Town Council with a prioritized list of P & R needs. TOWN OF ORO VALLEY STUDY SESSION COUNCIL COMMUNICATION PAGE 3 OF 3 discussions about revenue sharing with the Additionally, the Bureau would welcome - - - - capacity and the concurrent increase in Bed Tax Council concerning new lodging p ty - - - . of revenue paritywithin a specified period of time. revenues addressing achievement of Distribution spreadsheet for the purposes I have attached a Suggested Revenue p indicated on the spreadsheet are illustrative of a discussion and display. The revenues actual revenues received during the 2005-2006 full twelve t12) month year whereas Fiscal Year will be less based on the February 1, 2006 implementation date. ATTACHMENTS: Suggested Revenue Distribution spreadsheet. 1, gg , Resolution No. (R) 05-35, Allocation of Bed Tax Revenues. 2. 1 F+ JEFFREY H. WEIR, CEcD ECONOMIC DEVELOPMENT ADM. CHUCK SWEET TOWN MANAGER In O O N N L. ' V3 � ._ 5"...."A -v o 3 :� 1= i O 4- a 0, O_ :C W c C O 0 < co .— ..-03 C C V 1 0 a alU) to wVsn dN �_ ai f. o= Eos cu vi c EV t° R ,_ 0. ,nCaJ oCCO = o = o, aniZ '6x to 0 a (5 0- 0 'to co o o v 0 = 0 F- 0E WZW tLWF- 0. (A tLW 0 00 0 a) o 0 0 O 0 O O 0 0 O 0 0 0 OIn 0 in to 0ea %a u� kp r1 r•I N6 A K N O Mo o 'o 0 m o� Co� o 0o M� %o ^ o .vy ai 3 In in M 1-I N N in tat in 03> > Est a1 1-1N M fg. V o Vt4 I W 0 0 et 0 O 0 up 23 O (dj l0 0 OMO N ^ 0 M Ce N 0 "00 0 N M IA '00� I 1.0 A M 3 '� N a LA C u)c o I-I LAM co o� M � O > oa c� M 1-I r4 N M N- N0 0 {f} 46.4A- vi U- O. a _ L v4 .z C C - MD = = � a) N O 0 Na) 0 0 0 tN0 V RIW N w °Co, O in c0 < C x ail0 C CO N 1-1 � in m O 1- o fa o > ▪ M 1. .4 m `. = 012cu N 0 ._ a0 411- IA- LL. W O *+ 0 O to z oO o ee 0 0 0 of > c � 0 W o aa)o in r! 0Ei cot a M rr °7 to = - L z V la c ,o -0 a� a) �. o C U > o 0_ 0. •01 a �� c V U) al Vf C i U) ra 475 113 7= 'G o V o O 3 V• o a 1 ..... = C U a) :�+ __ �o O art a) o C 40•+ = 3 C 'Q CU W a) ._ C O ai 43 ,�,� '<' 0 p1 u al • ,_ •_ 0 0EC L _ N ._ \ .1J p •_ C i0 a0.+ In00 E a0 O CO E cu 3 = w N OLA E ii In IA O 0 -V a-i u I- .0 ori ri o C o �-+ C,,4 ai RI art g a; co WM (11 (A 15 -41 .. o 'a a>i Co o a)IC 3 CU 0 Nm � N in 0 'a Ce a) 1 .V �c4; in K ' X QS 1 ino• cn° o F= 0 in a� > a) _ = p ON- N = a) la ID V Q O. Ulu.. m U- 0 X CO 0. Z W RESOLUTION NO. (R) 05- 35 A RESOLUTION OF THE TOWN OF ORO VALLEY, ARIZONA, ALLOCATING THE TOWN'S EXPENDITURE AND DISTRIBUTION OF FUNDS COLLECTED UNDER THE 6% BED TAX RATE IMPOSED ON TRANSIENT LODGING (BED TAX) FOR THE PERIOD FROM FEBRUARY 1, 2006 THROUGH JUNE 30, 2007; AND REPEALING ALL RESOLUTIONS OF THE TOWN OF ORO VALLEY IN CONFLICT THEREWITH. WHEREAS, Arizona cities and towns have the authority to levy taxes under ARS § 9- 240(B)(26); and y WHEREAS, on Jul 13, 1988, the Town of Oro Valley adopted the Model City Tax Code ("Code") pursuant to Arizona law; and WHEREAS, amendments to the Code are required to be made in accordance with ARS § 42-6054; and AS the Mayor and Town Council of the Town of Oro Valley y upon review of y . transaction privilege tax code determined that it was necessary to impose an increase the p g in the tax rate for the rental, leasing and licensing for use of real property upon transient g lodg in , which tax is commonly known as a "Bed Tax"; and WHEREAS,the Town Council has increased the Bed Tax to 6%to promote the economic interest of the Town, to promote and facilitate local and regional economic development,ment and to further provide for the public health, safety and welfare of the residents of the Town of Oro Valley; and WHEREAS, promote to regional economic development the Town desires to allocate expenditure and distribution of the Bed Tax funds; and NOW, THEREFORE, BE IT RESOLVED by the Mayor and Town Council of the Towny� of Oro Valle Arizona to allocate expenditure and distribution of the Town's 6% Bed Tax in accordance with the following table for the initial period as set forth in Section 4 of this Resolution. SECTION 1. Bed Tax Allocation to: Allocation Portion of 6% Estimated Annual Amount MTCVB 1.00% $ 158,333 Bed Tax Rebate Commitments 2.00% $ 316 667 Parks& Recreation 0.50% $ 79,167 Facilities/Services Naran•a Town Site 1.50% $ 23 7,500 � 0 8 Econ. Dev. Marketing 1.00% $ 15 ,333 Total 6.00% $ 950,000 C:\Documents and Settings\csweet`Local Settings\Temporary Internet Files\OLKI88\Allocation of 6%Lodging Tax Resolution August 24 2005.doc SECTION 2. All Oro Valley Resolutions, or Motions and parts of Resolutions, or Motions of the Council in conflict with the provisions of this Resolution are hereby repealed. SECTION 3. If anysection, subsection, sentence, clause, phrase or portion of this Resolution is for anyreason held to be invalid or unconstitutional by the decision of any court of competent such decision shall not affect the validity of the jurisdiction, remaining portions thereof. SECTION 4. This allocation of the expenditure and distribution of the Town's 6%Bed Tax shall begin on February 1, 2006 and end on June 30, 2007. SECTION 5. This Resolution shall be effective on , 2005. PASSED AND ADOPTED by the Mayor and Council of the Town of Oro Valley, Arizona, this 24th day of August, 2005. Paul H. Loomis, Mayor ATTEST: Kathryn E. Cuvelier, Town Clerk APPROVED AS TO FORM: Melinda Garrahan, Town Attorney C:\Documents and Settings\csweet\Local Settings\Temporary Internet Files\OLK l 88\Allocation of 6%Lodging Tax Resolution August 24 2005.doc 2 TOWN OF ORO VALLEY COUNCIL COMMUNICATION MEETING DATE: August 10, 2005 TO: HONORABLE MAYOR& COUNCIL FROM: David L. Andrews, Finance Director/Assistant Town Manager SUBJECT: Review and Discussion Regarding Finance and Bond Committee's Recommendation for Implementation of a Local Sales Tax on Utility Services which include Electricity, Natural Gas and Water. BACKGROUND: On April 20, 2005 the Town Council directed the Finance and Bond Committee "to evaluate and recommend pg taxing/fundin options for Town Council consideration". In order to focus its efforts, the Committee concentrated on the following taxation/funding measures: • Utilities sales tax • Telecommunications sales tax • "Board and booze" sales tax • Residential/commercial real property rentals sales tax • Food for home consumption sales tax • Use tax • Primary property tax • Secondary property tax • Community facilities districts The Committee did not feel it would be necessary to evaluate the bed tax with the knowledge that the Town Council was already considering an increase in the bed tax rate at a future Town Council meeting. Based on this Council direction and information that had been researched and developed in 2003, the Finance and Bond Committee held three meetings between April 25 and June 13 to discuss taxation/funding measures for Council consideration. In its evaluation, the Committee directed its efforts to those measures that would have the greatest revenue impact for the Town. Consideration was also given for fairness and equity to both residents and community businesses. RECOMMENDATION: On June 13, 2005 the Finance and Bond Committee met to consider a recommendation for Town implementation of local sales taxes on utilities and telecommunications services. The Committee voted unanimously in support of the utilities sales tax and voted unanimously in opposition to a telecommunications sales tax. Implementation of the utilities sales tax will address the short-term revenue needs of the Town over the next few years. Furthermore, the Committee concurs with Council direction to develop an Economic Vitality Model to address long term revenue needs based on the various Town service levels that are identified F.•1COUNCOMI7-27-05 Local Sales Tax on Utility.doc TOWN OF ORO VALLEY COUNCIL COMMUNICATION Page 2 of 5 in thero osed General Plan. The Committee did not support the telecommunications sales tax because p p revenue estimates were revised downward from an initial figure of$637,000 to approximately $100,000. The downward revision was based on a recent court decision, People's Choice television services, which called into question the legality of local sales taxation of cable and satellite television services. Implementation of a local sales tax on utilities would include electricity, natural gas and water. The Model City Tax Code, to which the Town must comply, makes the taxation of these utilities an "all or nothing" proposition. In other words, the Town does not have the flexibility to tax one utility service but not the other. FISCAL IMPACT: If adopted per recommendation, the utility services tax ordinance would apply a 4% local sales tax on utility services which include electricity, natural gas and water. The taxation of water sales would encompass all customers in the Oro Valley Water Utility service area including"Countryside" customers. The amount of revenue that is estimated to be received from this ordinance is $1,917,000 annually. Electricity $1,225,000 Natural Gas 320,000 Water 372,000 Total Revenues $1,917,000 These estimates were developed by staff along with cooperation and input from representatives of Tucson Electric Power, Southwest Gas and the Oro Valley Water Utility. The cost impact per household will vary, based on consumption. However, the following calculations are examples of what the monthly costs per household might be. Electric/Gas Monthly Average Electricity/Natural Gas Bill $ 150 Times 4% Tax Rate x.04 Monthly Cost Per Household $6.00 Water Monthly Average Water Bill $ 30 Times 4% Tax Rate x .04 Monthly Cost Per Household $1.20 As indicated, the estimated total monthly cost per household is $7.20. F:ICOUNCOMI7-27-05 Local Sales Tax on Utility.doc 0 TOWN OF ORO VALLEY COUNCIL COMMUNICATION Page 3 of 5 RATE COMPARISONS: The following is a comparison arison of the local sales tax and franchise fee rates of the municipalities located within p Pima County. Tax/Fee City of Town of Town of City of Town of Tucson * Marana Sahuarita South Tucson Oro Valley UtilitySales Tax Rates 2.0% 4.5% 2.0% 2.5% 0.0% Utility Franchise Fee Rates 2.25% 0.0% 2.0% 2.0% 0.0% Total Tax/Fee Rates 4.25% 4.5% 4.0% 4.5% 0.0% * The City of Tucson is a "charter city" and its charter allows it to charge a public utility tax in addition to the sales tax and franchise fee. The City also has some franchise agreements and its code allows offset credits for electricity and natural gas. The combined net tax rates are electricity(4.25%), natural gas(4.25%)and water(4.0%). The net tax rate collections for all municipalities range from 4.0% to 4.5% for utility services. Public comments received from Tucson Electric Power and Southwest Gas indicated that they do not oppose the 4% local sales tax rate. However, they would like to see the Town pursue franchise agreements to address issues like electrical undergrounding, utility relocations, rights of way and easements, among others. JUSTIFICATION: The Finance and Bond Committee strongly supported the notion that any proposed tax increases would need thorough analysis and ample justification. With that in mind, the Committee was presented with the Five Year Financial Projections, FY 2005/06 through FY 2009/10 which was also provided by the Town Manager to the Council in April 2005. Those projections have been updated by staff based on the Final Budget for FY 2005/06. The figures are not drastically different and Final Budget figures were used as a baseline for projecting outward through FY 2009/10. General Fund Revenues/Expenditures Deficit $30 Expenditures $24.1 $25.2 $26.4 $27.8 $25 $23.2 $20 -$21.8 $21.3 $21.6 $21.9 $22.3 $15 - Revenues in $10 - $5 - $- 2006 2007 2008 2009 2010 Fiscal Year Ending B Expenditures 0 Revenues F:ICOUNCOMI7-27-05 Local Sales Tax on Utility.doc COUNCIL COMMUNICATION TOWN OF ORO VALLEY Page 4 of 5 General Fund Fund Balance $10 $8.6 $8 $5.8 $6 ($in$Millions) $2.1 $2 $(220 36 2007 2008 009 2010 $(4) - $-2.4 $(6) - $(8) - $-7.9 $(10) Fiscal Year Ending The assumptions on which the projections are made are an integral part of the analysis. Revenue projections do not include any new commercial development. Expenditure projections do not specifically identify any new personnel or expansion of services but are projected to increase by 3.7% to 5.1% based on inflation, per capita expenditures, and population growth. With marginal revenue growth of about 1.5% per year and expenditure growth of about 4.5% per year, the Town's cash reserves will erode and reach a negative position over the next five years. Expenditure growth has been projected conservatively and it becomes apparent that cost containment and efficiencies alone will not remedy the Town's future financial stability. Additional sales tax revenues will be generated from Oracle Crossing and Steam Pump Village. However, the Finance and Bond Committee was apprised that it will be at least two years before the Town receives any sales taxes from two major economic development projects, Vestar-Oro Valley Market Place and the Oro Valley Town Center. Therefore, it is recommended that a utility sales tax address short-term revenue needs over the next few years and further research and analysis be performed for long-term needs. "THINK TANK" RECOMMENDATION: On April 23, 2005 the Finance Director presented an overview of the Town's General Fund revenue structure and revenue/taxing options available to the Town. The Think Tank unanimously recommended implementation of a local sales tax on utility services. EARMARKING OF FUNDS: At its July 25, 2005 meeting, the Finance and Bond Committee discussed a possible recommendation to Council regarding the use of utility sales tax funds in the event the Council adopts the utility sales tax ordinance. The item was continued for further discussion to August 29. F:ICOUNCOM17-27-05 Local Sales Tax on Utility.doc TOWN OF ORO VALLEY COUNCIL COMMUNICATION Page 5 of 5 SUGGESTED TIMELINE: Should the Council desire to move forward with this issue, it is suggested that one public hearing be held where no action is taken by the Council. This would provide additional opportunity for the Council and staff to receive community input regarding the consideration of the proposed utility sales tax ordinance. TIMELINE August 10, 2005 Study Session August 24, 2005 1St Public Hearing 2nd Public Hearing: Consideration and September 7, 2005 Possible Adoption of Ordinance December 1, 2005 Effective Date of the Ordinance ATTACHMENTS: 1) Utility Services Tax—Draft Ordinance 2) Financial Projections FY 2005/06 through FY 2009/10 dated July 21, 2005 SUGGESTED MOTION: N/A David L. Andrews, Finance Director/ Assistant Town Manager / / Art, I uck Sweet,Town Manager F:ICOUNCOMI7-27-05 Local Sales Tax on Utility.doc PtORDINANCE NO. (0) 05 - AN ORDINANCE OF THE TOWN OF ORO VALLEY, ARIZONA AMENDING THE TAX CODE OF THE TOWN OF ORO VALLEY, ARTICLE IV, CHAPTER 8A, SECTION 480, RELATING TO THE UTILITY SERVICES TAX RATE AND REPEALING ALL RESOLUTIONS, ORDINANCES, AND RULES OF THE TOWN OF ORO VALLEY IN CONFLICT THEREWITH; PRESERVING THE RIGHTS AND DUTIES THAT HAVE ALREADY MATURED AND PROCEEDINGS THAT HAVE ALREADY BEGUN THEREUNDER. WHEREAS, Arizona cities and towns have the authority to levy taxes under ARS § 9- 240(B)(26); and WHEREAS, on July 13, 1988, the Town of Oro Valley adopted the Model City Tax Code ("Code") pursuant to Arizona law; and WHEREAS, amendments to the Code are required to be made in accordance with ARS § 42- 6054; and WHEREAS, on December 4, 2002, the Mayor and Town Council (the "Council") directed the Oro Valley Budget et and Bond Committee (the "Committee") to develop a proposed Town Revenue Plan ("Plan"); and WHEREAS, joint in a StudySession between the Council and the Committee held on March 24, 2003, the Committee presented an initial draft of the Plan to Council; and WHEREAS, in a further joint Study Session between the Council and the Committee held on August 18, 2003, the Council directed the Committee to develop a prioritized list of local sales and use taxes for future Council consideration based on the Plan; and WHEREAS, September at the meetingof Se tember 9, 2003, the Committee developed a prioritized list of local sales and use taxes for future Council consideration based on the Plan; and WHEREAS, the Committee held meetings on September 29, 2003, January 7, 2004, January 26, 2004, April 26, 2004, March 21, 2005, April 25, 2005 and May 23, 2005 in an effort to refine the prioritized list; and WHEREAS, it is in the best interest of the Town that the Council adopt the recommendations of the Committee by instituting taxes for utility services. NOW, THEREFORE, BE IT ORDAINED by the Mayor and the Council of the Town of Oro Valley, Arizona that the certain document, known as "The Tax Code of the Town of Oro Valley, Arizona," is hereby amended as follows: F:\Ordinances\2005\UtilityTax Code Amendment.doc Office of the Oro Valley Town Attorney/CIA 061405 D :#„„ A-- FT 4i r, N 1. Section 8A-480 (a) of the Tax Code of the Town of Oro Valley is amended as SECTIO follows, with additions being shown in ALL CAPS and deletions being shown in Strikeout text: rate shall be at an amount (a) The tax equal to zero FOUR percent (0 4%) of the gross income from the business activity upon every person engaging or continuing in the business of producing, providing, or furnishing utility services, including electricity, electric lights, current, power, gas (natural or artificial), or water to: SECTION 2. Amend the Town of Oro Valley Tax Code, adopting Local Option #GG, Tax municipal utilityservices to out-of-City customers where such service is not subject to an p "equivalent excise tax". Replace Section 8-480(a)(2) (Reserved)with the following: (2) consumers or ratepayers of this City, whether within the City or without,to the extent that this City provides such persons utility services, excluding consumers or ratepayers who are residents of another city or town which levies an equivalent excise tax upon this City for providing such utility services to such persons. SECTION 3. Pursuant to ARS § 41-1346,the Town shall maintain efficient record management for localp ublic records and it has been determined that this Ordinance is a public record with three copies of said Ordinance to remain on file in the office of the Town Clerk. SECTION 4. All Oro Valley Ordinances, Resolutions, or Motions and parts of Ordinances, Resolutions, or Motions of the Council in conflict with the provisions of this Ordinance are hereby repealed. SECTION 5. If any section, subsection, sentence, clause, phrase or portion of this Ordinance is for any reason held to be invalid or unconstitutional by the decision of any court of competent jurisdiction, such decision shall not affect the validity of the remaining portions thereof SECTION 6. This Ordinance shall not be effective until September 1, 2005, so that the Arizona Department of Revenue will have time to process and implement the terms of this Ordinance. PASSED AND ADOPTED by Mayor and Town Council, the Town of Oro Valley, Arizona, this day of , 2005. TOWN OF ORO VALLEY Paul H. Loomis, Mayor ATTEST: APPROVED AS TO FORM: Kathryn E. 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U U L C C N (0 C c °� O> 0 W 'c •'•' __l co > (n U O � (n s _ � +-' p U _ - �' L O C U ••.•.� •. C •.. C� < c -o L — p O c -o p Q).._. C C .N c co C .0 cn o p N •N N V) C C O O N +' N CO N L �- C C L (6 C Ca +•-� U 'o Z o v U v� Q c .E o a s O 0•• c 3 0 M = O C o 0 E co LCU -0 = a a a a a o :.: :.- a'c •••• c Q a J U (n W U (n c U Q H:•:•;< F- E- f- = W LL J U Q. J U U m f•- I- F- F- f•-• ..•Cl) .. co W < W 0 0 00 0 07/27/2005 Town of Oro Valley Revenue/Expenditure/Fund Balance Projections General Fund FY 2005/06 through FY 2009/10 Assumptions Revenues ✓ Local sales tax collections estimates use the FY 2005/06 Budget as a baseline and are projected through FY 2009/10 with inflationary increases. ✓ State shared revenues are projected to increase with inflation annually through FY 2009/10. FY 2006/07 figures have been adjusted and are based on 2005 population census figures and state shared revenue estimates. State shared revenues are comprised of State Income, State Sales, and County Auto Lieu. ✓ Pima County Library District revenues are based on reimbursements of 50% of the projected operating expenditures of the Oro Valley Public Library. ✓ Commercial building permits are assumed at a flat rate of $200,000 from FY 2006/07 and thereafter. ✓ Residential building permit fees are projected to remain flat at $1 ,510,000 for FY 2005/06 and thereafter. This uses the assumption of 440 single family residential building permits issued on an annual basis. / All other General Fund revenue projections are estimated to remain flat annually except interest income which is based on ending fund balances at a return rate of 2%. Expenditures / Projected expenditures for FY 2005/06 through FY 2009/10 utilize the FY 2005/06 Budget amounts as a baseline with per capita expenditures projected through FY 2009/10 based on estimated population increases. Expenditures for FY 2006/07 and thereafter also reflect inflationary increases. Inflation data were obtained from the Economic and Business Research Center at the University of Arizona. The inflation rates and population estimates are as follows: • 2005/06 2.30% 41,072 • 2006/07 1.61% 42,201 • 2007/08 1 .84% 43,362 • 2008/09 1 .95% 44,544 • 2009/10 2.26% 45,779 G:\BUDGETIFY 05-061Assumptions2- General Fund.doc 07/27/2005 ✓ FY 2005/06 incorporates $850,000 of Capital Improvement Projects. FY 2006/07 and thereafter incorporates $1,000,000 of Capital Improvement Projects with inflationary increases thereafter. ✓ Projections assume no new personnel or expansion or contraction of services and programs through FY 2009/10 other than per capita and inflationary increases. ✓ $275,500 was factored out of both Revenues and Expenditures for the police department's non-recurring grant funded expenses. ✓ General Fund expenditures assume annual subsidies to the Public Transportation Fund and Stormwater Utility Fund of $166K and $80K respectively, in FY 2005/06 plus population/inflationary adjustments thereafter. G:IBUDGE7IFY 05-06\Assumptions2- General Fund.doc Metropolitan Tucson konvention & Visitors Bureau Sales & Marketing Strategic Overview to Leverage Additional Bed Tax Dollars Currently tourism generates over $2 billion dollars in economic impact to Tucson and the Pima County economy. It remains a vital part of our future economic development but faces worldwide competition as destinations are becoming more aggressive in their national advertising, marketing and promotional campaigns. It is critical that we grow our tourism budget to remain competitive and to stimulate revenues for all tourism partners. All of these businesses fuel the economy and act as a catalyst for economic development. Additional bed tax dollars dedicated to the MTCVB will be focused but not limited to 6 general areas. Leisure Advertising and Branding: It takes tremendous consistent, dynamic and memorable campaigns to establish your brand in the leisure traveler's minds. We will develop and design more aggressive marketing programs to reach the leisure traveler and extend our brand. Increase awareness in Europe while the strength of their dollar makes it inexpensive to visit America Some of the tools utilized will include: � Major consumer/leisure travel print campaigns that will have significant reach and distribution volume. 4 Incorporate all new design elements to enrich the feel and look of all promotional materials, web design elements, tradeshow booths and marketing collateral 4 Dynamic electronic marketing programs to reach targeted leisure visitor segments. 4- Enhanced online capabilities to grow leisure database and increase website visitation. � Utilize Direct response television with 30 and 60 second commercials in markets like: San Francisco, Denver, Chicago and Seattle � Partner with national online travel agency like Travelocity to extend brand and leverage destination appeal. � Customized e-blasts to niche markets. � Create co-operative marketing program opportunities for all partners so we can reduce their costs and maximize national awareness campaigns. 4- Partner with the AOT on brand awareness campaigns. Major direct mail pre-print campaign where special designed insert on Tucson is produced to target 12 major markets with circulation over 2 million. Group Tours & Tour Operators Domestic and International Tourism Department will continue to work with Domestic and International tour operators to develop group tours and Tucson product in the tour brochures worldwide with emphasis on key markets Canada, United Kingdom, Germany, France and Italy. The efforts for the coming year will be focused on: 4- Special Interest Tours Anza Trail 4- Group tour services i for families, woman's groups, golf, grandparents traveling with their grandchildren, travel agents and all other special interest programs booked outside of tour operator programs. 4- Additional focus on the International Incentive Group meetings market. 4- Increase participation in consumer/travel and golf consumer shows in key markets. Chicago, Toronto, Minn, L.A., Denver 4- Improve web presence on international web sites and targeted travel channels. Focus on United Kingdom and Germany partnershipslarger Create more with lar Tour Operators to enhance promotion of Tucson products and venues Convention and Group Meetings: 4- Many ourg of larger resorts and hotels are located in the county and along with restaurants, golf shops and courses all depend heavily on the group market. We must remain vigilant growing i ilant inthe meetings market. That usually represents 40— 60% of the business needed to fill the larger hotels. � Incre presence resence in the meetings trade journals with new branding ads and better positioning. Expand resources to generate more consistent volume of leads and bookings. Launch -� new sales effort toward large amateur sports market 4- Enhance tradeshow and sales missions' frequency. Create more effective promotions in key market cities. 4- g companies Pursue like target along with other economic development agencies to maximize effectiveness. 4- Brand the destinations more aggressively and utilize potential partnerships with other CVB's and destination marketing organizations. 4- Continue tog row the"You're Flying, We're Buying Campaign" to bring more qualified decisions makers and influences to Tucson. 4- Larger emphasis on targeting emerging corporate and incentive markets g 4- Continue strongefforts in delivering "You're Flying, We're Buying" campaign in all RFP generating mechanisms. 4- Refocus approach to seek out larger association based business that will use Tucson Convention center. Prospects include Religious and educational markets as well as p more traditional tradeshow type groups. The amateur sports market will be explored yp as a new emerging segments ments that has significant volume room night potential g 4- Create new meetingplanner focus group to help us gain professional insights to build marketing and sales programs. Marketing of attractions, events and cultural activities that relate to promoting tourism. We have world-class events; attractions and historic cultural activities that take place in Tucson that need support. The intent is not to become a primary funding source but to be a marketing resource to help them succeed. Some initiatives could include: • Assistance with brochure design and distribution. Work with Downtown Alliance to create major map/brochure that will outline all businesses, Hotels and Restaurants within the Downtown area. • Sponsorships that would focus on generating extended stays in our destination. ▪ Greater marketing support for wealth generators like Spring Training, El Tour, PGA Events, Rodeo, Culinary festival, TPAC and similar events. • Cooperative efforts with Southern Arizona Attractions Alliance and Passport Program. Mexico Marketing: Mexico represents a significant tourism development opportunity. We have always been attractive to the Mexican traveler from a shopping and medical standpoint but now must emphasize and expand their interests to stay longer and experience our diverse tourism offerings. Efforts will be focused in the following areas: 4- Increase billboard positioning in key interstate locations in northern Mexico region. • Develop more consistent and frequent print newspaper campaigns in major Mexico publications. • Create packages with hotels to include entertainment venues and customize targeted direct mail to high-income Mexico neighborhoods. • Cross-promote Tucson with TREO and other economic development organizations. • Improve website and electronic marketing initiatives to reach the Mexican visitor. • Enhance sales missions and tradeshow activity to Sonora; Hermisillo and Mexico City focus on developing group business. • Enhance and expand the Vamos a Tucson and Bienvenidos programs and form partnerships with appropriate community partners to increase the effectiveness of these programs. • Develop more community education directed at making Tucson"Mexico Ready" Airline Route Development Marketing Support: Air Service is the heart and soul of successful development of convention and leisure tourism along with a valuable asset to all the economic development efforts. TIA needs marketing support to help promote the advantages of using our airport and reduce the massive amount of passengers driving to Phoenix to catch flights. These efforts must be maintained and elevated to insure future growth of better frequency and commitments to new routes. Important initiatives include: 4- Development of marketing CO-OP fund to include hard dollars and in-kind donations of advertising and public relation support to be used to attract new airline routes. Coordinate with TREO and other Economic Development Organizations. 4- Ongoing support of new AIRTUCSON.COM website to encourage Tucsonans to check local fares and fly out of Tucson International Airport whenever possible. Goal is to reduce the current 800,000 passengers driving to Phoenix by 200,000 in 2 yrs so we can show increased load factors thus convince Airlines to give Tucson more frequency, more non stops service and larger aircraft. • Launch new local print campaign to educate local citizens of the advantages of using Tucson International Airport. -� Secure key billboard locations around Airports to highlight new service. • Do joint presentations with Tucson International Airport representatives at annual Jumpstart meeting to all key airline route managers. This shows vital city cooperative spirit. • Leverage advertising campaigns to support all new direct non-stop routes into Tucson. FILM OFFICE The film industry offers a unique opportunity to showcase Tucson's diverse culture and dramatic scenery. The film office has a new value-added benefit to market this year; Senate Bill 1347, Motion Picture Industry Tax Incentive, was passed by the Arizona legislature in May 2005 and goes into effect January 2006. This incentive provides both a sales tax exemption and a refundable/transferable 20% tax credit on all costs incurred in Arizona, which gives Tucson and all of Arizona the competitive edge it needs to compete with states like New Mexico who offer similar incentives. • Increase advertising and marketing support of Tucson Film Office to help build more awareness of Tucson as a film and commercial shoot destination. • Create ad campaign around new tax incentives • Implement use of contracted lead consultant for targeted Features, Commercials, print work and industry meetings and events. • Expand promotion of Scout Tucson for Free to get key decision makers to Tucson 4- Execute plans for Puro Mexicano: Tucson Film Festival cn --I -1p -o5 --Ig -iv_o —Igzz0goorngi --I0z D cogcIx r o > C w O o �. o o o o o cu o X o cD C CD —1 o o a. ea — = A) rrir-tC) > 730 --, 7- C13 >CIEDg — _ CI) a) a) x ,_,.-- c.,), co a) R XTS a cD cp -•, m ami �' w — o ED m3 0 m Qxo 0- 3 0 o 0 rn * , v , .a- o' cn a) a) 3 3 c x to c -o v p' 0 (D m y o C R- 0 p o o N o n �n to n O 90 O CO Fin cn Re CD rn rn " o CD 0 0,. 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