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HomeMy WebLinkAbout2025-05-06 Countil Mtg MINASHLAND CITY COUNCIL BUSINESS MEETING MINUTES Tuesday, May 6, 2025 I. 4:30 P.M. Executive Session Mayor Graham and Councilors DuQuenne, Bloom (arrived 5:10), Dahle, Kaplan, and Hansen were present. Jon Rue from CDR Labor Law, City Manager Sabrina Cotta, City Attorney Johan Pietila, and City Recorder Alissa Kolodzinski, were present. a. To conduct deliberations with persons designated by the governing body to carry on labor negotiations pursuant to ORS 192.660 (2)(d). 6:00 PM Business Meeting Council Present: Mayor Graham, Councilors Dahle, DuQuenne, Bloom, Kaplan, and Hansen. Council Absent: None Staff Present: Sabrina Cotta City Manager Johan Pietila City Attorney Alissa Kolodzinski City Recorder Brandon Goldman Community Development Director Derek Severson Planning Manager Tighe O'Meara Chief of Police Jordan Rooklyn Deputy City Manager II. CALL TO ORDER Mayor Graham called the meeting to order at 6:10 p.m. a. Land Acknowledgement" Councilor Kaplan read the land acknowledgement. III. PLEDGE OF ALLEGIANCE Councilor Hansen led the pledge of allegiance. IV. ROLL CALL V. MAYOR'S CHAIR OF THE COUNCIL ANNOUNCEMENT a. Asian American and Pacific Islander Heritage Month Proclamation b. National Historic Preservation Month Proclamation Both Proclamations were read into the record. Graham spoke about the wildfire preparedness educational series and the Helen and Alann Berg Good Governance Award that Ashland received from the League of Oregon Cities in recognition of its learning courses held in partnership with Southern Oregon University's Osher Lifelong Learning Institute available on the City's website. VI. APPROVAL OF MINUTES a. Minutes of April 14, 2025 - Study Session Meeting b. Minutes of April 15, 2025 - Business Meeting May 6, 2025 Page I of 6 Hansen requested an addition to the 4.15.2025 Business Meeting Minutes in the section beginning at the bottom of page four and the top of page five regarding the parks fee: 'The budget gap is not due to Park's mismanagement, but due to overall expenses outpacing revenue in the general fund.' Motion made to approve the minutes of the study session and business meeting as amended Motion: Hansen Second: Bloom Roll Call Vote: Councilor Dahle, Bloom, DuQuenne, Kaplan, and Hansen. YES. Motion passed. VII. CONSENT AGENDA - a. Approval of Liquor License for Tlalli b. Approval of Liquor License for Cooks Speakeasy c. Resolution 2025-08 Setting the Wildfire Risk Reduction Fee (previously AFR) and Repealing Resolution 2019-20 d. Resolution 2025-04 Setting the Public Safety Support Fee Repealing Resolution 2018-09 e. Request from Ad -Hoc Committee on Early Learning and Affordable Childcare to publish an article f. Affordable Childcare Ad Hoc Committee Appointment Request to remove items c, d & e Motion made to approve the consent agenda items a, b and f. Motion: Dahle Second: Kaplan Roll Call Vote: Councilor Bloom, Dahle, DuQuenne, Kaplan, and Hansen. YES. Motion passed. Discussion on Item c: Bloom requested to include language regarding the CPI (Consumer Price Index) in the resolution. After discussion and amendment, the following motion was adopted: Motion made to approve the increase of the Wildfire Risk Fee, previously known as the AFR Fee from $3.00 to $7.00 and as stated in section two of the resolution and repeal Resolution 2019-20, and to substitute paragraph in section three to read: "to account for inflation, an annual adjustment will be applied on July 1st of each fiscal year. The adjustment shall be based on the percentage change in the Consumer Price Index for all urban consumers CPIU West region for the most recent 12-month period available, not to exceed 5% annually. The finance department shall provide public notice of the proposed adjustment, at least 30 days before it takes effect July 1, 2025 along with a brief explanation of the CPI calculation. An annual increase above 5% requires separate approval by the City Council via duly noticed public meeting. " Motion: Bloom Second: DuQuenne Roll Call Vote: Councilor Bloom, Dahle, DuQuenne, Kaplan, and Hansen. YES. Motion passed. Discussion on item d: Citizen spoke of their concern regarding the financial reasons presented for the proposed increase in the public safety fee and suggested that ambulance transports be reserved for emergencies rather than for transporting from one hospital to another. May 6, 2025 Page 2 of 6 Motion made to approve Resolution 2025-04 to increase the public safety fee of $5.00, and repeal Resolution 2018-09 and substitute a paragraph for section three to read: " To account for inflation, an annual adjustment will be applied on July 1s' of each fiscal year. The adjustment shall be based on the percentage change in the consumer price index for all urban consumers CPIU West region for the most recent 12-month period available not to exceed 5% annually. The finance department shall provide public notice of the proposed adjustment at least 30 days before it takes effect July 1, 2025 along with a brief explanation of the CPI calculation. An annual increase above 5% requires separate approval by the City Council via duly noticed public meeting." Motion: Bloom Second: Dahle Roll Call Vote: Councilor Bloom, Dahle, DuQuenne, Kaplan, and Hansen. YES. Motion passed. Discussion on item e: Bloom spoke that publishing this article may increase regional collaboration on this issue. Motion made to approve the Ad Hoc Committee on Early Learning and Affordable Childcare to publish the article: 'Business and Childcare: A Crucial Symbiosis' Motion: Bloom Second: Hansen Roll Call Vote: Councilor Bloom, Dahle, DuQuenne, Kaplan, and Hansen. YES. Motion passed. Vill. SPECIAL PRESENTATIONS a. If I Were Mayor Contest Winners Graham spoke about this Statewide contest by the Oregon Mayors Association where students were challenged to answer the question, "What Would I do as Mayor?". Graham received many submissions and gave special thanks to the teachers, parents, and schools that encouraged their students to participate. The winners were announced from each grade, with an overall winner selected. Graham invited winners to sit in the Mayor's chair, say a few words, rack the gavel, and have their picture taken. Five minute recess taken. b. RVTD Presentation Kelly Madding, Operations Manager, and Paige West, Planning and Strategic Programs Manager, from RVTD (Rogue Valley Transportation District) along with Denise Krause RVTD Board Member provided a presentation (see attached.) • Established in 1975, RVTD is celebrating its 50th Anniversary this year • Currently operates 15 routes in 8 communities with over 950K trips provided in FY 2023-24 • Route 10: Medford, Phoenix, Talent and Ashland M-F 5:00am to 8:30PM every 20 minutes and Saturdays lam to 6pm every 30 minutes. • Route 1X: Seasonal express route between Medford and Ashland M-F 6:00am to 8:00pm hourly. • Route 17: Ashland Crosstown M-F 7:30am to 7:30pm every 30 min. (beginning June 23) • West reviewed Ashland bus stops by popularity and explained bus pass programs. • RVTD's Bicycle Program staffs its all -volunteer community bike shop in the Ashland Grove in partnership with Ashland Parks and Recreation, Ashland Parks Foundation, and the Ashland Climate Collaborative which collects bike donations, fixes them up, and gives most away through several non -profits throughout service district area. May 6, 2025 Page 3 of 6 • Bike to Work Day - Ashland Bike Breakfast is Friday May 16 7:30-9:30am at Railroad Park. • Transportation Options is a cooperative program with Southern Oregon University that utilizes an SOU intern to promote and educate people regarding transportation options. • Extended hours to 10:00pm are on RVTV's short range projects to accomplish by 2030. Sunday service is also on the long-term planning list but is less of a priority due to cost. • Historic, current, and projected costs of service were reviewed: costs are outpacing revenues. RVTV will ask voters to approve a previously funded special levy that sunsets in 2026. • RVTD's hybrid diesel buses use 100% renewable diesel fuel and plans include an all -electric fleet of paratransit vehicles in late 2026 through Carbon Reduction Program funds. IX. PUBLIC FORUM - Citizens asked how decisions are made and implemented when changing Night Lawn rules and spoke about the related storage area, plans for 2200 Ashland St., status on finding non-profit partners to serve Ashland's unhoused, and about low-income housing. X. PUBLIC HEARING a. First Reading of Ordinances 3249, 3250, 3251, and 3263 to implement the Climate Friendly Area Overlay Goldman and Severson were joined by Elizabeth Decker from Jet Planning to review and discuss the history and steps taken to develop Climate Friendly Area's (CFA's) in compliance with State Statute. Proposed code changes include: • Formal CFA overlay designation • Removal of maximum densities in C-1, C-1-D and E-1 zones • Revisions to height and residential use standards in Downtown C-1-D zone • Expanded design standards for pedestrian oriented development. • Solar access management provisions to support compact urban form. • Four separate ordinances are proposed to implement the zoning changes and complete the CFA adoption process to be completed by the end of this fiscal year. • Some key CFA overlay permitted uses include allowing attached single-family dwellings; allowing multifamily dwellings as mixed -use; allowing for retail, restaurants, offices, schools, parks, childcare, and government offices; and limiting use for storage. • New minimum densities are: 15 du/ac (dwelling units per acre) in R-2, 20du/ac in E-1, and 25 du/ac in C-1 with an exception for larger mixed -use buildings over 2.0 FAR (Floor Area Ratio). • No maximum density and the existing minimum of 0.5 FAR applies Discussion: • FAR restrictions are intended to address non-resident development. • Increase of max height to 50ft with 60 ft. allowed for affordable housing developments. • Discussion on solar setbacks in the CFA's. The priority of CFA's are to achieve the additional densities - the criterion for solar setbacks aims to preserve solar access for neighbors around the perimeter of the district. • Recommended companion code updates, not required for CFA's, but in response to public engagement, include removing maximum densities in C-1 and E-1 zones citywide and expanding downtown C-1-D development standards to promote similar development. May 6, 2025 Page 4 of 6 Discussion on conditional use related to Downtown C-1-D zone. Affordable housing is permitted outright and historical preservation criteria can be maintained by not designating as a CFA. Clarification that parking does not qualify as Plaza Use per current or proposed City Code. Hearing opened, no speakers, Hearing closed • Discussion on incorporating a requirement for 25% of dwelling units to be affordable to meet the threshold for the additional height bonus from 50 to 60 feet. After discussion and amendment, the following motion was adopted: Decision: Motion made move approve first reading of the following ordinances, Ordinance #3249, an ordinance amending the Ashland Land Use Ordinance to repeal Chapter 18.3.14 Transit Triangle Overlay and replacing it with a new Chapter 18.3.14 Climate Friendly Overlay; with Exhibit A footnote six on page nine to read: 'multifamily and mixed -use dwellings meeting the standards for 25% affordable housing in section 18.2.5.050 are eligible for bonus height. Applicants may alternatively pursue height bonuses per ORS 197a.445'; • Ordinance #3250, an ordinance amending the adopted Zoning Map to add the Climate Friendly (CF) Overlay. • Ordinance #3251, an ordinance amending the adopted Site Design Zones Map to align the extent of the Detailed Site Design Review Overlay Zone to include the full extent of the Climate Friendly Area Overlay Zones. • Ordinance #3263 an ordinance amending chapters 18.2.1,18.2.2,18.2.3.130,18.2.6,18.3.12,18.3.13 & 18.4.2.040.c of the Ashland Land Use Ordinance to align with the new Climate Friendly Area regulations and ensure implementation of applicable development standards each and to move each ordinance to Second Reading on June 3, 2025, and to direct staff to prepare written findings for adoption in conjunction with the second reading. Motion: Bloom Second: Kaplan Roll Call Vote: Councilor Dahle, Bloom, DuQuenne, Kaplan, and Hansen. YES. Motion passed. XI. ORDINANCES, RESOLUTIONS AND CONTRACTS a. Second Reading ORD 3258 An Ordinance Amending AMC Chapter 10.30 to Prohibit Hazardous Fire Use O'Meara brought forward this item for second reading. No discussion. Motion made to approve the second reading of adoption of Ordinance No. 3258 as amended. Motion: Hansen Second: DuQuenne Roll Call Vote: Councilor Dahle, Bloom, DuQuenne, Kaplan, and Hansen. YES. Motion passed. XII. UNFINISHED BUSINESS Graham made a change in order of business due to lack of time and priority. a. 2025-2027 Transient Lodging Tax (TLT) Revenue Use for Tourism Promotion Rooklyn spoke briefly about this item and provided a presentation (see attached). • Small event grant program and beautification efforts for South Ashland will be included. May 6, 2025 Page 5 of 6 • Parking infrastructure dollars for 2027 were earmarked for discussion to consider alternative parking models as infrastructure projects for 2027. • The 0.25 FTE outlined is for City staff - cost recovery associated with program administration. • Destination Marketing is a line item that could be used to allocate support for local venues. XIII. NEW BUSINESS a. Travel Ashland Proposal for Destination Marketing Activities Katherine Cato, Travel Ashland Director, presented this topic and proposed budget (see attached). • Mission of Travel Ashland is to grow and diversify Ashland's visitation year-round. • Strategic activities include destination marketing, research and data analytics to measure impacts, and procuring groups, tours, and conferences. • A new Travel Ashland 101 is a new business marketing program. • Investment is necessary in tourism as a key mechanism to support year-round employment. Clarified was stated on how the line items could change based on Council recommendation. Council discussed the dollar amounts for various line items and the new business marketing program. Cato clarified how data such as visitor spending is used to measure economic impact. Council discussed adopting an alternative $450K budget that would include $350K for destination marketing, $50K for business marketing program, $15K for Chamber programs, and $35K for data analytics. Staff recommended a one-year contract with an option to renew it to allow for more conversation on programming for the second half of the biennium. After discussion and amendment, the following motion was adopted: Motion made to direct staff to contract with Travel Ashland with a one-year contact of $450,000 for the provision of destination marketing services as proposed by Travel Ashland. Motion: Bloom Second: Kaplan Roll Call Vote: Councilor Dahle, Bloom, DuQuenne, Kaplan, and Hansen. YES. Motion passed. Items on the Agenda not considered due to time constraints are automatically continued to the next regularly scheduled Council meeting [AMC 2.04.030.(D)(3)]. Unfinished Business a. Proposed Changes to Enhanced Law Enforcement Area Process XIV. CITY MANAGER REPORT XV. OTHER BUSINESS FROM COUNCIL MEMBERS/REPORTS FROM COUNCIL LIAISONS XVI. ADJOURNMENT The meeting was adjourned at 9:40 p.m. Aa-i-L r. City R co der AIissa Kolodzinski Mayor Tonya Graham May 6, 2025 Page 6 of 6 Outlook Jack Established in 1975, Rogue Valley Transportation District will be celebrating its 50th Anniversary this year. RVTD currently operates 15 routes in 8 communities within the fourth largest urbanized area in the state of Oregon. Over 950,000 trips were provided in FY 2023-2024 on RVTD's fixed route and paratransit service and is expected to provide 1.2M this year. Ashland Service: Route 10- Serves Medford, Phoenix, Talent and Ashland M-F S:OOAM to 8:30PM every 20-minutes and Saturdays 7:OOAM to 6:OOPM every 30-minutes Route 1X- Express Route between Medford and Ashland M-F 6:OOAM- 8:OOPM hourly (seasonal) Route 17- Ashland Crosstown M-F 7:30AM to 7:30PM every 30-minutes (beginning June 23,d) M I' 0 5k 10k 25k 50k 75k 100k Top Stops 1 2 3 4 5 6 7 Bi-Mart Plaza Shop'n Kart SOU 66/Walker Lithia/Oak Siskiyou/Sherman JOBS / M12 Rescale 0 200 400 800 1.5k 3.2k 7.5k Bus Stop Popularity 6D 0 gfl DO �a a( LEGEND Daily Avg. Trips • 0-10 11-39 40 + Measured as average daily boardings IftWS,nc-5—tnm U~ Group Bus Pass Programs Bus Pass Programs: • Southern Oregon University (Students and Employees) • Columbia Care Rogue Ridge Apartments • Neuman Hotel Group • Ashland Food Co-op • Yerba Prima 30 Southern OREGON U UNIVERSITY \UYY4/i ASHY roan co•or SOCIETY OF Low Income Bus Pass Programs: i de PAUL VINCENT • OHRA • St Vincent De Paul Ashland ''`"C, Fare Distributor and Reseller • Ashland Senior Center Bicycle Programs Pedal Powercommunity bike shop at the Grove Pedal Power Youth Bike Program Bike Swap Bike safety lessons in each Ashland elementary schools Pop-up "bike socials" Ashland's first bike bus to get kids safely to school Bike safety education to adults through OLLI Bike to Work Day —Ashland Bike Breakfast Friday, May 16 • 7:30-9:30am Railroad Park 0 NEUMAN 110T[t C.FOLIP ColumbiaCare Q.000191100. A 1110717001J� 1�1 2023-2024 General Fund Revenues Employee Transit Tax (STI F) 23.42%_ State payroll assessment 1.36% Property taxes 17.02% RVTD Marks Half a Century of Connecting the Rogue Valley pli.y �p.r..f I.Mr N r+s Y M w.�wu • 1.. Y�..�L. f w. r Lp��,.1 V R N10 Y. �s1�..a r/rw..IW...F.•illJw ww n'r V �1rU` �O.Fw. rY.I wiww. wr rr.M.r. �wr� A.w.wr..wr�.•o..r�.N..� _tr�.Y �YY.wa.•..M.Y�..Yrw.�u�Y NNY..rlww. M�.�'wr'wWtl`w�.►. 4� r.oCu_u...ww Yr.�1 YYrw I.v1p� ti+.1 rrwr._�r.. J services (Fares) 3.62% I1wl.lfr.�w.l wia r�. �.Ww.�rrti�Y • OW, mow.•+.. �+w 4.Yw.M► _•F•N. w.+•r.rww.r Nr.w. Y..�... w.wr..1w .Iw wy.... r YK..wrw L�fMrrrMr.r Federal Grants 47.29% State Grants 2.86% Interest income 1.95% Transfers In 1.48% Other revenues 1.00% Fixed Route & ADA Services 2015-2032 Revenue and Expenses $60,000,000 $ 50,000,000 $ 40,000,000 $ 30,000,000 $ 20,000,000 $10,000,000 ��otiy ��o,,e �ryo~� � Hoye ��o~a �ryotio 011 01� 01� 01Q 01y ■ Total Revenues ■ Total Expenses Cost of a bus per mile Cost of a bus engine rebuild (Fuel, Labor, and Maintenance) 0 2019: $28,500 ` CNG Bus: $0.77 per mile O2025: $46,027 Diesel Hybrid: $1.23 per mile59% cost increase Healthcare and other Benefits Cost to service a fixed route bus ,1 2019: $689.19 2017: $2,336,452 2024: $5,116,604 2025: $1,347.87 � litcost increase ©� Cost of a new CNG 35 ft bus Q Cost Per Service Hour 2015: $451,292 2017: $70 Per Service Hour 2024: $738,443 COW 2025: $125 Per Service Hour State and Local Funding Sources RVTI ) v RVTD ......... ... ' Y 1� up- CLIMATE FRIENDLY AREA PROPOSED MAP & CODE UPDATES CITY OF ASHLAND CITY COUNCIL MAY 6, 2025 J�0U7PA PROJECT INTRO • Purpose: Designate Climate Friendly Areas (CFAs) that support vibrant, walkable mixed -use neighborhoods • Update zoning maps and code to implement • Part of broader Climate Friendly & Equitable Communities (CFEC) program 3J CONSULTING JET ULU:'Yl1lMNIMi' Project development & public engagement: • March 2024 to March 2025 Work sessions: • Planning Commission 2/25/25 • City Council 3/17/25 Adoption hearings: • Planning Commission 4/29/25 • City Council: first reading 5/6/25 second reading 6/3/25 IMPLEMENTATION COMPONENTS MAP UPDATES • Amend Zoning Map: • Maintain existing base zones • Add new Climate Friendly (CF) Overlay for both CFAs • Remove Residential (R) Overlay in Railroad Property • Limit extent of Pedestrian Place overlay • Remove existing Transit Triangle (TT) Overlay • Amend Site Design Zones Map: • Expand Detail Site Review Overlay to full extent of both CFAs CODE UPDATES • Add new Climate Friendly (CF) Overlay chapter • Remove Transit Triangle (TT) chapter • Related updates throughout ADDITIONAL CODE UPDATES • Lift maximum density in E-1, C- 1, C-1-D • Increase allowed heights and allow multifamily residential downtown Ordinance 3250: Exhibit A • b PROPOSED ZONING MAP . �1�H�A-sirND %u��iir:; .11up . M..r...rr�wo.....aw 7 I� 3_ :4 4" • a PROPOSED SITE DESIGN ZONES MAP Ordinance 3251: Exhibit A -ASH LAN - -- `� Site Design Zones NN i--_' VL lr� , r RAILROAD PROPERTY CFA I TRANSIT TRIANGLE CFA Ell ���i SL; � ►� •a I �1i�iy„ s *Also remove TT Overlay from surrounding R-2, R-3 areas; revert to base zoning CF OVERLAY KEY FEATURES USES • Allow attached single-family dwellings, maintain access standards • Allow multifamily dwellings as mixed -use (except affordable housing, commercial -ready) • Allow retail, restaurants, office • Maintain drive -ups, auto -oriented uses w/existing limitations • Maintain employment uses, address off -site impacts as needed • Allow schools, parks, child care, government offices • Limit storage uses CF OVERLAY KEY FEATURES DENSITY & DIMENSIONS • New minimum density: • 15 du/ac in R-2 • 20 du/ac in E-1 • 25 du/ac in C-1 • Exception for larger mixed -use buildings over 2.0 FAR • No maximum density • Minimum 0.5 FAR • No setbacks, apply solar setbacks to buildings within 100 ft of residential zone • 10-ft step -backs for upper stories abutting residential • Increase max height to 50 ft, 60 ft for affordable housing • Max block length of 350 ft CODE UPDATES BEYOND THE CFAs Apply Detail Site Design Review standards Additional CFEC walkable design standards to enhance and clarify, in development • Remove maximum density in C-1 and E-1 zones citywide • Will apply to mixed -use development permitted in C-1, portions of E-1 with Residential Overlay (eliminate 30 du/ac, 15 du/ac current maximums) • Expand downtown (C-1-D) development standards for similar CFA- scale development • Permit multifamily dwellings outright without mixed use requirement, at 30 du/ac minimum density, commercial -ready ground -floor construction • Increase max height from 40 ft to 50 ft outright, with option to increase to 60 ft (currently 55 ft) as conditional use • Remove maximum density (eliminate 60 du/ac current maximum) PLANNING COMMISSION RECOMMENDATION The Planning Commission recommended that the City Council adopt the ordinance amendments as proposed, including the following actions to implement Climate Friendly Areas within the City of Ashland: • Amend the Land Use Ordinance to establish a new Climate Friendly (CF) Overlay chapter and repeal the existing Transit Triangle Overlay (AMC 18.3.14, new and repealed) • Adopt additional code amendments for consistency and clarity within AMC Title 18, including updates to chapters 18.2.1, 18.2.2, 18.2.3 and 18.2.6, to align with CFA regulations, ensure implementation of applicable development standards and expand development standards in the C-1, E-1 and C-1-D areas including downtown • Amend the Site Design Zones Map to align the Detailed Site Design Review boundary with the Climate Friendly Area boundaries (AMC 18.4.2) • Amend the Zoning Map to apply the Climate Friendly Overlay and amend the Residential Overlay II. TLT Funds & Grants Update/Recommendation Summary The City imposes a 10% Transient Lodging Tax (TLT) on temporary or short-term lodging within Ashland city limits. Roughly 70% of that tax revenue goes into the City's General Fund to support services, and roughly 30% is reinvested into supporting and growing tourism. This agenda item is an overview on: a) how TLT funds were used to support tourism in BN25-27, and b) how staff propose using TLT funds to support tourism in the future. n II, How TLT Funds were Used (BN23-25) Beautification Grant Program $335,548 distributed across 48 unique businesses. Fresh coat of paint, signage and lighting at the Brickroom. 7A7 Repaired sidewalks at 4z, Siskiyou. A new awning at Websters. Bike infrastructure, fencing, and landscaping. II. How TLT Funds were Used (BN23-25) Event Partnership Grant Program $99,050 distributed across 22 events. Of the 6 events hosted so far: • approx. 4,500 locals served • approx.1,950 visitors served • approx. 241 room nights booked n II. How TLT Funds were Used (BN23-25) Downtown Beautification $125,868 spent Example of historic medallion project. Walking upstream crosswalk. Solar -powered trashcans. II. Proposal for using TLT Funds in the future (BN25-27) Budgeting & Distribution by Major Activity Data & Research Events/Attractions Visitor data Economic Impact Analyses Destination Marketing Paid marketing Earned marketing Travel website Visitor's Guide Social media Coordination Beautification programs Event sponsorship Event prospecting Accessibility programs Infrastructure Wayfinding signage Connectivity Parking infrastructure Bandshell Improvements 11. Proposal for using TLT Funds in the future (BN25-27) Budgeting & Distribution by Major Activity Activity Recommended Distribution Est. Dollar Amount (-$1 M in revenue) Data & Research 5% $50,000 Destination Marketing 45% $450,000 Events/Attractions 35% $350,000 Infrastructure 15% $150,000 n ASHLAND lti Alt. iA (lciyd h6U/T'Zd- ff t Travel Ashland's Mission and Role Mission: To grow and diversify Ashland's visitation year-round by delivering an unmatched travel experience that inspires and engages the visitor, encourages repeat visitation, converts visitors into potential residents and services groups, tours and conferences. Strategy and Activity • Research, data and analytics • Paid Media - display, search, You'rube, media • Earned Media - 3rd party perspective Play Reel • Asset Development and management Play Video • Utilizing Effective Tools - optimized website and social channels • Ashland Visitor Guide and Map Guide - trusted visitor resource • Procuring groups, tours and conferences • visitor Information Services and accessibility • Travel Ashland 101 - (new) Business Marketing Program Ashland's amenities and quality of life are driven by visitors. Our amenities and businesses aren't sustained by residents alone. Visitation drives year- round employment. Investment in tourism is keeping your investment in city resources. If we want a healthy general fund, investment is necessary in tourism as a key mechanism that supports city services, year-round employment, businesses, property taxes and food & beverage tax. Photo by Judioann Woo Proposed Activities 2025-2027 Activity data and analytics ition Marketing - paid media (display, YouTube, traditional), earned media writers) guided by research, advisory ttee and brand platform ets and tools - utilize and develop - Annual or Guide, www.trovelashiand.comsocial nnels, creation of image, video and editing pitality, groups, tours and conferences Information Services and Accessibility Fel Ashland 101 expansion - Business keting Program (new)- pilot program to )ort businesses with visitor marketing plan tools, data and consumer facing assets Program Why it matters To ensure we have a comprehensive analysis we use the latest data and statistics to define our strategy, KPI targets and validate we are having an impact on tourism, supporting partners and our economy Goal/outcome Sustain, grow and diversify visitation by informed work and analysis from our data of visitor trends and behavior; To provide partners and businesses with relevant data to enable informed decisions. In alignment with partners such as OSF, Neuman Retain our share of the marketplace and remain a Hotel Group and all stakeholders, this work competitive destination for drive and fly markets while drives visitation, keeps Ashland positioned as a growing Ashland's visitation and strengthening through our output andd statistics key destination whilemeasure engagement employment, quality of life and Ashland's economy. statistics By inspiring and engaging the visitor, we Visitors are informed by optimized tools that encourage repeat visitation and convert visitors effectively reach them and trusted resources so they to potential residents and business owners, so plan and choose to visit Ashland. Key personas they will spend their dollars here (families, outdoor, culinary, wine and wellness (2024: $70.2MI in visitor spending) travelers) are invited and welcomed. Group and industry business brings dollars to Procure and promote group business with partners to Ashland in times of lower occupancy and foster a steady visitor volume year-round while supports partners and collaboration actively hosting and servicing industry and groups To be welcoming to all, we provide needed Deliver an unmatched visitor experience through front information, communication, wayfinding and line volunteers and welcome more accessible resources to visitors travelers Our work supports the industry and we will continue to grow Ashland's economy and 4 businesses will benefit from this program to further foster healthy visitor related businesses and expand their visitor reach within each fiscal year. their effectiveness Data, Analytics and Research 2025-2026 2026-2027 $45,000 $45,000 Marketing $211,600 $211,6 Payroll (1.75 FTE = 40% of budget) Katharine 1 FTE; Bonnie .5 FTE for Visitor Information Services; .25 FTE event and program support Overhead dues, insurance, office expenses, accounting (shared 30% of total with Chamber) nd Total $196,000 $196,00 $37,400 $37 $490,000 $49010001 Travel Ashland Advisory Committee • Pete Wallstrom - Momentum River Expeditions (Past Chair) • Graham Sheldon - Ashland Creek Inn • Anne Robison - The Crown Jewel • Charlsie Lane - Neuman Hotel Group • Julie Gurwell - Hearsay Restaurant, Lounge and Garden • Scott Malbaurn - Schneider Museum of Art (Current Chair) • Marti Huff - Lithia Springs Resort • Jordan Rooklyn - City of Ashland Staff • Javier Dubon - Oregon Shakespeare Festival • Andrew Gast - Mt. Ashland Ski Area • Eric Weisinger and Ali Rouiller - Weisinger Family Winery • Jay Bowen - Columbia Hotel • Ryan Hawk - Rogue Valley Mountain Bike Association Photo by Steve Heinrichs