To: Honorable Mayor and Members of City Council
From: Vin Smith, Community Development Director
Prepared By: Neal Harrison, Economic Development Manager
TITLE:
Title
Downtown Business Promotions Tax Area - FY 2023-2024 Annual Report and Budget
LABEL
RECOMMENDED ACTION:
Recommendation
Adopt a resolution approving the FY 2023-2024 Annual Report and Budget for the Downtown Business Promotions Tax Area; authorizing the City Clerk to schedule a public hearing on June 20, 2023 to levy taxes in accordance with Napa Municipal Code Chapter 3.28; and determining that the actions authorized by this resolution are exempt from CEQA.
Body
DISCUSSION:
The Napa Downtown Association (“NDA”) has submitted the annual budget, programs and promotional events, and roster of officers for the period July 1, 2023 to June 30, 2024, for the Downtown Business Promotions Tax Area (“DBPTA”), which is identified in the Napa Municipal Code Chapter 3.28 as the “Napa Parking & Business Improvement Area 1, Benefit Zone 2.” The DBPTA boundaries include the downtown core generally between Jefferson Street, Soscol Avenue, Yount Street and Division Street (see boundary map in Exhibit “A” to Attachment 1).
In accordance with the contract obligations contained in City Agreement 9354, “Napa Downtown Association Agreement, Management of Assessment Districts”, the NDA must prepare and file with the City an annual report which describes improvements and activities that will be performed by the NDA in the upcoming fiscal year using tax revenues generated by the DBPTA using the structure applicable to assessments under California Streets and Highways Code Section 36533 (consistent with similar assessment reports provided by the NDA for the Oxbow Business Promotions Assessment Area). Therefore, for the levy of the DBPTA, the City follows the same procedures required for the levy of assessments although not legally required.
The City collects DBPTA taxes from merchants within the DBPTA boundaries and pays those tax revenues to the NDA, and the NDA manages expenditures of the tax revenues for improvements and activities identified in the annual report, all under the terms of Agreement 9354.
Summary of Annual Report
A summary of the full annual report (see Exhibit “A” to Attachment 1) is as follows:
1. There have not been any boundary changes or proposed boundary changes for the 2023-2024 fiscal year.
2. The NDA plans to produce the following events and activities in FY 2023-2024:
• Shop Downtown Napa Guide - 10,000 shop guides are produced that feature about 50 retail locations per annual issue.
• Co-op advertising programs - seasonal advertising programs for businesses
• Weekly E-Newsletter - sent to a list of 800, this includes info provided by businesses and non profits
• Administration - All bookkeeping, recording keeping and agendas & minutes for all meetings. Also manage all aspects of the Pedestrian Signage program, the Ambassador program and PBID.
• TID Liaison -day-to-day contact for all things calendar, website and social media related.
• Fridays in the Park - Friday nights in July, 2023 the precursor to this, Napa City Nights, was a Napa staple for 17 years. This revised edition is still free, open to the public and does not have alcohol sales.
• Show & Shine August 18, 2023- featuring 150 pre-1978 cars, this free event will again be held in Parking lot X.
• Main Street Reunion Car Show - August 19, 2023 The event features 400 pre-1978 cars. It’s free and open to the public, and has been a Napa staple for over twenty-five years.
• Best Burger contest - August, 2023 Burger bragging rights will be spread far and wide as downtown restaurants compete in at least a dozen categories for the best of the best in downtown.
• Hometown Halloween - October 28, 2023 offers Napans of all ages safe trick or treating at up to 100 downtown businesses.
• Napa Tree Lighting Ceremony - Nov. 22, 2023 at 6 PM Held in Veterans Park the day before Thanksgiving, this free community event features entertainment from local children’s group and Mayor Sedgley, leading the children to countdown the lighting to the Christmas Tree.
• Napa Christmas Parade - December 9, 2023 at 5 PM This community event welcomes one and all, encouraging all Napans to either march along or come out and join their friends.
• Wanderland of Trees - November 22 through December, 2023 - this month-long promotion kicks off with an open house immediately following the tree lighting.
• Shop, Sip & Stroll - Thursday Nights in June, 2023 5 to 7 PM - This promotion features retail paired with tasting rooms, sort of a Happy Hour shopping experience.
• Special Events Napa’s Table - June 8, 2024 Originally a celebration of Napa’s 175th anniversary, this now-annual event features dinner for 400 at a long table on First Street.
• Social Media campaign - the association is contracting with a local social media agency to help businesses profile.
• Manage PBID - The association is responsible for day-to-day management of the PBID district.
• Student Employee Training - Working with the Napa County Office of Education, the districts will facilitate the hiring of up to twelve students, who will spend 40 hours getting a 360 degree view of restaurants.
3. The DNA estimates it will cost $599,409 to manage and promote the activities listed, with $161,000 coming from the DBPTA and $39,350 from the Oxbow BPAA. The NDA estimates that other contributions to be made from sources other than the taxes levied, such as Property Improvement District (PBID) administration, grants, sponsorships, and event ticket sales.
4. The method and basis of levying taxes remains the same as prior years and equals 40 percent of the business license tax (imposed on each business pursuant to Napa Municipal Code Chapters 3.28 as the “Napa Parking & Business Improvement Area 1, Benefit Zone 2” and 5.04 Business Licenses Generally).
5. The carryover from the 2023-2023 fiscal year is $7,189.
FINANCIAL IMPACTS:
The recommended action results in no financial City obligation or impact to its General Fund, but there are costs related to City staff time for financial accounting and preparation of staff reports and resolutions. The DBPTA tax revenue, equal to 40 percent of the business license tax, is collected by the Finance Department and remitted to the NDA on a monthly basis.
CEQA:
City staff recommends that the City Council determine that the Recommended Action described in this Staff Report is exempt from CEQA, pursuant to CEQA Guidelines Section 15323 (normal operation of facilities for public gatherings).
DOCUMENTS ATTACHED:
ATCH 1 - Resolution
EX A - FY 2023-2024 Annual Report and Budget for the DBPTA
NOTIFICATION:
City staff notified the Napa Downtown Association of this agenda item before the meeting date.