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HomeMy WebLinkAbout6_22_2004 - ORA MinutesAPPROVED BY THE DIRECTORS ON JULY 13, 2004 ORANGE REDEVELOPMENT AGENCY ORANGE, CALIFORNIA MINUTES OF REGULAR MEETING June 22, 2004 4:30 P.M. SESSION The Orange Redevelopment Agency of the City of Orange, California convened on June 22, 2004 at 4:30 p,m. in a Regular Meeting in the Council Chambers, 300 E, Chapman Avenue, Orange, California, 1. ROLLCALL PRESENT -ABSENT - Ambriz, Alvarez, Mayor Murphy, Cavecche Coontz 2. PUBLIC COMMENTS 3. CONSENT CALENDAR 3.1 Declaration of the Clerk of the Orange Redevelopmeut Agency, Mary E. Murphy,declaring posting of Orange Redevelopment Agency Agenda of a regular meeting of June 22, 2004 at Orange Civic Center north facing kiosk, Police Facility at 1107 North Batavia, Shaffer Park; all of said locations being in the City of Orange and freely accessible to members of the public at least 72 hours before commencement of said regular meeting; and available at the Orange Civic Center City Clerk's Office and Main Public Library, 101 N. Center Street.ACTION: Accept Declaration of Agency Posting and authorize its retention as a public record in the Office of the City Clerk.3.2 Request Agency confirmation of warrant registers dated June 3 and 10, 2004.ACTION:Approved, 3.3 Request approval of Redevelopment Agency Minutes, Regular Meeting, June 8, 2004 RC2S00.D. 4)ACTION:Approved AGREEMENTS TAPE 2480 REMOVED AND HEARD SEPARATELY)3.4 Agreement between the Orange Redevelopment Agency and the Orange Chamber of Commerce and Visitor Bureau. (RA2100.0 Agr-3300.E)SUMMARY: Pursuant to the Agreement, the Orange Chamber of Commerce and Visitor Bureau will provide business services and tourism-related services for Orange businesses, visitors and tourism industry organizations, PAGE 1 T -, -, ---' APPROVED BY THE DIRECTORS ON JULY 13, 2004 ORANGE REDEVELOPMENT AGENCY ORANGE, CALIFORNIA MINUTES OF REGULAR MEETING June 22, 2004 3. CONSENT CALENDAR (Continued) Discussion Tara Finnegan, Business & Public Affairs Manager, reported staff is requesting a $67,500 contract this year with the Chamber of Commerce, Two new categories exist including marketing and special events, The Chamber has also added certified rack brochure locations to 195 hotels including the airport and the California welcome center. The Chamber will not be continuing its contract with the Welcome Center for display boards, but will continue to have brochures there, The new contract also eliminates the web site which the Chamber of Commerce maintains on its own, Mayor pro tem Cavecche was glad to see the City discontinue the display boards at the Welcome Center; and was also glad to see the addition of brochure racks, She did question the $300 for event promotions per month as Community Services, OTPA and Economic Development already do promotions, Councilmember Alvarez asked about the process of the contract, if Finance or the City's Auditor reviews it in addition to Economic Development. Ms, Finnigan explained that she and the Economic Development Director review the contract first and provide feedback to the Chamber. Councilmember Alvarez asked about the effectiveness of the marketing efforts; where the certified racks are located; and if the City tracks its marketing success through coupons or another method, Barbara de Boom noted that expanding the brochure racks has been a real asset; and there are even brochures in a Northern California visitor center at the state border. She noted that Orange does not have the same draw as a beach destination, but rather the city is more of a destination for day visitors, She noted that growth is in sales tax and sales are starting to rise according to various shopping centers in Orange, Ms, deBoom further reported that brochure racks are located throughout the Southern California cities, including Laguna Beach, Newport Beach, South County and the Disneyland area. She pointed to the tracking of response cards with interest about the City of Orange. Last year, the Chamber received 2300 response cards from the Better Homes and Garden Magazine for brochures of the City of Orange. Councilmember Alvarez asked what the City and Chamber of Commerce can do to partner on the new city web site beyond simple links. Ms, deBoom responded she would like to see Old Town merchants join to create a separate web site that can be linked to the Chamber or City web site. PAGE 2 r -.. ORANGE REDEVELOPMENT AGENCY MINUTES June 22, 2004 3. CONSENT CALENDAR (Continued) Councilmember Ambriz asked about the cost of membership in the Orange County Visitors Bureau Ms. deBoom explained there are two levels of membership - regular membership and one for Board members, and Orange is a member of the Board.Councilmember Ambriz commented that the Orange County Film Commission took a big hit recently; and asked about the current relationship with Mike Escobedo, a local publisher ofthe Old Towne Plaza Review.Ms. Finnigan responded that the City is supportive of the Orange County Film Commission but did not support them financially this past fiscal year. She noted that the City maintains a relationship with the Plaza Review newspaper and purchases advertisements in it.Councilmember Ambriz asked to review the invoices from the Chamber. He expressed concern for funding of tourism marketing over sewer improvements and parks; and suggested the major shopping centers in Orange should promote themselves through their annual budget. He commented that the Chamber took a position on the Fieldstone development, but did not express a position on The Block expansion, He noted that many cities are not involved in tourism, and expressed concern of supporting the Chamber financially, He suggested action to allocate funds to Mike Escobedo and the Orange County Film Commission so that funds are not received by one organization.With $ 67,500, he would like to see another priority area benefit fairly,Ms, Finnigan reported that the Orange County Film Commission lost a great deal of funding this past year and a plan is being formulated with the Orange County City Managers to assist that Commission, The cities of Orange County are formulating a Visioning Project to create a brand for Orange County that would distinguish it from San Diego and Los Angeles Counties, She reported that funds for this Chamber contract currently come from the Redevelopment Agency in the hopes of generating a bigger return and do more for the community in the long run, She further reported she could pull invoices for Councilmembers as requested,Mayor pro tem Cavecche asked about the publications and brochures the City uses for advertisement. Barbara deBoom explained the City is able to advertise in Better Homes & Gardens through a collaborative effort which allows advertising on a portion of a page; and also advertises on one panel in a three panel brochure, Work, Play and Dine in Orange. She also indicated there are other funds, through the Chamber itself, which are added to the advertisement contracts,PAGE 3 1 ORANGE REDEVELOPMENT AGENCY MINUTES June 22, 2004 3. CONSENT CALENDAR (Continued) In response to questions from Councilmember Alvarez, Ms, DeBoom explained the different tours conducted in Orange - those for the film industry, those for the tour industry such as for hotel concierges, and those for actual tour operators and senior tour operators, Councilmember Alvarez clarified the packets of information given to tour operators come from both this contract and from the Chamber.Barbara de Boom replied that the City also books tours on buses, highlighting the current tour with the Crystal Cathedral and Watson's, She reported that the City probably receives three to four full busloads of shoppers per month, She also noted groups inquiring about convention packets.Councilmember Alvarez asked what the City gives interested groups, He understands that some information comes from the City and some comes from the Chamber.Tara Finnigan agreed that information comes from both the Chamber and the City, She further noted that until recently the Orange pages have also been available for advertising, This provides a great service in promoting Old Town,Councilmember Alvarez expressed his support for filming in Orange, He asked about efforts to build a City of Orange identity separate from an Orange County identity,Ms, Finnigan agreed that the City of Orange will need to build its own filmmaking identity, particularly if the office that currently refers filmmakers to the City closes. She assured Council that her work pursues the building of both a County and a City of Orange identity. Speaker - Mike Escobedo, 134 S. Glassell, asked for a portion of the tourism budget for wider distribution of his already existing publications,Mayor Murphy commented that sales tax generates money for virtually everything done in the community, He believes the best leverage for these funds lies in allowing the Chamber to broaden their scope under the Council guidance, He believes that it is important to have the City fund a single source for tourism marketing rather than handling multiple contracts, He stressed that the past good experience with the Chamber warrants continuing the relationship and funding,Mayor pro tem Cavecche commented that parks and libraries are a priority; yet agrees that sales tax generates the majority of the city budget; and knows the City needs to attract tourists, She agreed that businesses should support themselves as private businesses, but she also sees their success increasing the city's success. She commended the increase in brochure racks, but still questions the event promotion funds,PAGE 4 ORANGE REDEVELOPMENT AGENCY MINUTES June 22, 2004 3. CONSENT CALENDAR (Continued) Mayor pro tem Cavecche viewed Old Towne as a key for tourism and the Orange Plaza Review as one of its best advertisements. She would like to see the Plaza Review supplied at hotel lobbies, even in the Disneyland area. She agreed with Mayor Murphy that the Chamber represents the best place to handle the funds, but she would like to view the new brochure in advance, Councilmember Ambriz restated that he would support a split in funds to the Film Commission and Mike Escobedo, as a small businessman, for City marketing; as $1200 does not sufficiently assist Mr. Escobedo. Overall, he would prefer to spend the funds on infrastructure such as sidewalks, sewage, parks, Councilmember Alvarez pointed out the City of Orange stands in competition with every city in the county for a tax or tourist dollar; and needs to use every vehicle to compete with attractions like the Pond, Knotts Berry Farm and Disneyland. He pointed out that the revenue from businesses benefits the entire city, He would like to see a business plan to augment the Chamber work; and fully supports the Chamber in partnership with the city, He also commented on the benefits of filming in Orange. City Manager David Rudat suggested Council direct staff separately to discuss options with Mr. Escobedo, He stressed that the City receives the majority of revenue from businesses, industries or commercial properties, noting that TOT and sales tax return to the City and General Fund to maintain parks, police, fire, and other infrastructure. He encouraged Council to approve the tourism funds to protect the City's future, Mayor Murphy stressed the need to take action on this matter with money well spent and invested. He recommended moving forward and then directing staff to look at alternatives with Mr, Escobedo separately. Councilmember Alvarez suggested a meeting between the City staff and Mr. Escobedo. Councilmember Ambriz requested the staff also meet with the Orange County Film Commission, He would prefer to return this item to staff to rework an agreement to split the money between the Chamber, Mike Escobedo and the Film Commission, Looking at other city priorities, Councilmember Ambriz felt he could not support the proposal at this time, MOTION SECOND AYES NOES ABSENT- Murphy Cavecche Alvarez, Mayor Murphy, Cavecche Ambriz Coontz PAGE 5 r------ ORANGE REDEVELOPMENT AGENCY MINUTES June 22, 2004 3. CONSENT CALENDAR (Continued) ACTION: Approved an Agreement by and between the Orange Redevelopment Agency and the Orange Chamber of Commerce and Visitor Bureau in an amount not to exceed 67,500 for the Fiscal Year 2004-2005; and directed staff to investigate what other opportunities are available.Staff was also directed to meet with Mike Escobedo to explore opportunities in working with him; and to work with the Orange County Film Commission,FISCAL IMPACT: Funding is available in the following account: 940-9800-426600 Merged and Amended Project Area- Publicity & Advertising),3.5 Professional Services Agreement between the City of Orange, Orange Redevelopment Agency and Wallrich Landi Integrated Marketing Communications for the design and printing of the Orange Progress City newsletter/Community Services brochure for FY 2004-05. (RA2100. 0 Agr-4018.A.1)SUMMARY: This agreement authorizes the consultant to design, oversee printing and coordinate delivery of the Orange Progress.See City Council Minutes Item No. 3,14)ACTION: Approved agreement between the City of Orange, Orange Redevelopment Agency and Wallrich Landi Integrated Marketing Communications for the design and printing of four quarterly issues of the Orange Progress in anamount not to exceed 100,411.50 and authorize the Chairman and Agency Clerk to execute the agreement on behalf of the City,FISCAL IMPACT: Sufficient funding has been budgeted through the following sources:General Fund: $63,100 (this amount includes $ 40, 000 contribution from Waste Management)Acct. No, 100- 0201-426600- 7009 (City Manager's Office- Publicity & Advertising-Orange Progress)Redevelopment Agency: $37,311. 50 Acct. No, 940- ORANGE REDEVELOPMENT AGENCY MINUTES June 22, 2004 3. CONSENT CALENDAR (Continued) RESOLUTIONS 3.6 RESOLUTION NO. ORA-0434 (RC2500.G.1. 4)A Resolution of the Orange Redevelopment Agency confirming and renewing the Mobile Home Park Rental Assistance Program for qualified very low income mobile home park residents of the City of Orange for Fiscal Year 2004-05 and making certain findings in connection therewith, ACTION:MOTION SECOND - AYES ABSENT- Approved. Cavecche Ambriz Ambriz, Alvarez, Mayor Murphy, Cavecche Coontz Item3.4 was removed and heard separately, All other items on the Consent Calendar were approved as recommended.END OF CONSENT CALENDAR 4. REPORTS FROM DIRECTORS 5. REPORTS FROM BOARDS, COMMITTEES, AND COMMISSIONS 6. REPORTS FROM EXECUTIVE DIRECTOR 7. ADMINISTRATIVE REPORTS 8. LEGAL AFFAIRS 9. RECESS TO CLOSED SESSION The Agency recessed at 6:45 p.m, to a Closed Session for the following purpose:a, Conference with Real Property Negotiators pursuant to Government Code Section 54956. 8:Property: 75,654:+: square foot vacant parcel ofland located on the south side of Chapman Avenue east of and immediately adj acent to the Santa Ana Freeway (Interstate 5)Agency Negotiator: Jim Reichert and/or Lisa Kim Negotiation Parties: Orange Redevelopment Agency and State of California,Department of Transportation.Under Negotiation: Price and terms ofpayment PAGE 7 r --~._--'-~.._._----------~._--,----- ORANGE REDEVELOPMENT AGENCY MINUTES June 22, 2004 9. RECESS TO CLOSED SESSION (Continued) b, To consider and take possible action upon such other matters as are orally announced by the General Counsel, Executive Director of the Board of Directors prior to such recess unless the motion to recess indicates any of the matters will not be considered in Closed Session, 10. ADJOURNMENT The Agency adjourned at 8:40 p.m. AGENCY CLERK PAGE 8