15 Staff Report Chamber Annual Agreement Visit LG
PREPARED BY: Monica Renn
Economic Vitality Manager
Reviewed by: Town Manager, Assistant Town Manager, Town Attorney, and Finance Director
110 E. Main Street Los Gatos, CA 95030 ● (408) 354-6832
www.losgatosca.gov
TOWN OF LOS GATOS
COUNCIL AGENDA REPORT
MEETING DATE: 08/20/2024
DATE: August 8, 2024
TO: Mayor and Town Council
FROM: Laurel Prevetti, Town Manager
SUBJECT: Consider Amendments to the Agreement for Services, Including Exhibit A,
Scope Of Services, with the Los Gatos Chamber of Commerce to Manage the
Los Gatos Visitors Information Center and the Visit Los Gatos Website, Social
Media, and Destination Marketing Services for FY 2024/2025, at the Request
of the Los Gatos Chamber of Commerce.
RECOMMENDATION:
Consider amendments to the Agreement for Services, including Exhibit A, Scope of Services,
with the Los Gatos Chamber of Commerce to manage the Los Gatos Visitors Information Center
and the Visit Los Gatos Website, Social Media and Destination Marketing Services for FY
2024/2025, at the request of the Los Gatos Chamber of Commerce.
BACKGROUND:
The Chamber of Commerce has long been a valued partner with the Town of Los Gatos in
supporting the business community, coordinating the Leadership Los Gatos program, and
providing visitor information and destination marketing services, with formal agreements for
service beginning in 2001. The scope and compensation for services has fluctuated over the
years to meet the dynamic economic and community vitality trends of the Los Gatos business
community, balanced with the capacity of the Chamber of Commerce to provide services.
Beginning in 2019, with much discussion and collaboration with the Chamber of Commerce, this
agreement for services became focused on promoting Los Gatos as a destination through
online and social media platforms. As a response to the COVID-19 Pandemic, and with the
assistance of funding through the American Recovery Plan Act (ARPA), the Town was able to
provide additional financial resources outside of the annual agreement to the Chamber to
strengthen these efforts by creating a branded and dynamic Visit Los Gatos website, and
PAGE 2 OF 4 SUBJECT: Annual Agreement for Services with the Chamber of Commerce FY 2024/25 DATE: April 29, 2024
BACKGROUND (continued):
dedicate resources to grow the online presence social media, maintaining the ultimate goal of
engaging and welcoming locals and visitors alike to enjoy the vibrant shops, restaurants, hotels,
community events, open space and other vibrant experiences Los Gatos offers. Additionally,
the agreement maintains the requirement that funds used as a part of this agreement benefit
Los Gatos businesses equally, regardless of their membership status with the Chamber of
Commerce.
The agreement amount has continued to increase over time, with the services remaining
essentially the same:
• Fiscal Year (FY) 2019/20 $60,000 (allocated as $55,000 for Visitors Information Center
services and $5,000 for the assistance with the Town’s Leadership Los Gatos program);
• FY 2020/21 $55,000 as a subsidy for the good work being done to support the business
community through the Pandemic (no Leadership Los Gatos offered this year), and a
separate allocation in May of 2021 for $55,000 ARPA funding for emergency destination
marketing including rebranding and preparing for the launch of the Visit Los Gatos
platform;
• FY 2021/22 $55,000 for the Chamber of Commerce to operate the Town’s Visitors
Information Center that included refreshed deliverables in the scope of services,
developed in collaboration with the Chamber, and focused on website and social media
efforts.
• FY 2022/23 $55,000 to operate the Town’s Visitors Information Center and maintain
the Visit Los Gatos website and social media platforms, $xx ARPA grant for street pole
banners, a $xxx ARPA grant for the Promenades summer event series, and subsidy for
the annual Holiday Light Display installation.
• FY 2023/24 $88,000 to support the expanded destination marketing and social media
efforts, without committing to the amount as an ongoing increase, as it was funded
through the one-time ARPA dollars.
• FY 2024/25 $88,000 (agreement pending) to operate the Town’s Visitors Information
Center and maintain the Visit Los Gatos website, social media and destination marketing
efforts. On May 7, 2024, the Town Council discussed various levels of financial support
for the next annual agreement for services with the Chamber of Commerce including
$55,000 (status quo budget) and $88,000 (increased support absent of remaining ARPA
funds), then voted unanimously to approve an increase, providing $88,000 for the
services described within the Agreement for Services, including Exhibit A, Scope of
Services.
PAGE 3 OF 4 SUBJECT: Annual Agreement for Services with the Chamber of Commerce FY 2024/25 DATE: April 29, 2024
DISCUSSION:
At the May 7, 2024 Town Council meeting, the Chamber of Commerce requested that the
Town’s compensation for the agreement for services remain at $88,000. At this time, the
agreement and the scope of srThe Chamber of Commerce continues to be a vital partner with
the Town of Los Gatos to serve businesses, residents, and visitors alike. The programs, events,
and personalized service
provided by the Los Gatos Chamber of Commerce through the services rendered under the
annual agreement are robust and enhance the Town’s community and economic vitality.
During FY 2023/24, an entirely new staff team was hired at the Chamber of Commerce and has
been dedicated to continuing the partnership with the Town while working with Town staff
regularly to understand the scope of services and expectations of the agreement. The Chamber
of Commerce team has worked to balance the specific and exclusive work of the Chamber of
Commerce for its members, with the scope of services for the Visitors Information Center and
Visit Los Gatos services, which must be available to the Town’s stakeholders regardless of
Chamber membership or affiliation.
At the time of this report, the Chamber had not yet submitted its annual report for the services
rendered under the FY 2023/24 agreement, although it is expected to be available as an
addendum prior to the Town Council meeting. The Visit Los Gatos Instagram page currently
maintains 7,608 followers, while the Facebook page has 2,076 followers, representing strong
platforms to engage visitors from near and far, promote businesses and events, and continue to
highlight the Town of Los Gatos overall as an unparalleled destination.
CONCLUSION:
Attachment 1 provides a draft Agreement for Services, including Exhibit A, Scope of Services for
FY 2024/25. The content of this Agreement and Scope of Services is similar to the prior
Agreement and Scope of Services for FY 2023/24, with some of the language being condensed
and cleaned-up while not changing the deliverables or service level for FY 2024/25. The main
difference is that now that the Visit Los Gatos website and Instagram have been created, the
Chamber is now maintaining these sites to promote Los Gatos as a premier destination.
Staff recommends that the Town Council authorize the Town Manager to execute an
agreement for services with the Los Gatos Chamber of Commerce to manage the Los Gatos
Visitors Information Center and the Visit Los Gatos website, social media and destination
marketing services for FY 2024/2025, in an amount not to exceed $55,000.
Alternatively, the Town Council may wish to allocate resources in a different amount, in which
case, if it exceeds $55,000, an additional funding source will need to be identified to support
the increase.
PAGE 4 OF 4 SUBJECT: Annual Agreement for Services with the Chamber of Commerce FY 2024/25 DATE: April 29, 2024
COORDINATION:
This report was prepared by the Town Manager’s Office.
FISCAL IMPACT:
The recommended funding amount of $55,000 has been allocated in the proposed budget for
FY 2024/25. Should additional funding be allocated by the Town Council, an additional funding
source would be required given that the ARPA funds used in FY 2023/24 have been fully
allocated.
ENVIRONMENTAL ASSESSMENT:
This is not a project defined under CEQA, and no further action is required.
Attachments:
1. Draft Agreement for Services with Exhibit A, Scope of Services, with the Chamber of
Commerce for FY 2024/25
Page 1 of 8
ATTACHMENT 1
AGREEMENT FOR SERVICES BY AND BETWEEN THE TOWN OF LOS GATOS AND THE LOS GATOS CHAMBER OF COMMERCE FISCAL YEAR
2024/2025
THIS AGREEMENT is made and entered into on May 7, 2024, by and between TOWN OF LOS GATOS, a California municipal corporation, (“Town”) and LOS GATOS CHAMBER OF COMMERCE, (“Chamber”), whose address is 10 Station Way, Los Gatos, California. This
Agreement is made with reference to the following facts.
WHEREAS, Town appropriated funds in its Fiscal Year 2024/2025 Budget for this agreement for service, and;
WHEREAS, Town desires to engage Chamber to provide services as identified in this agreement, and Town has appropriated funds for this purpose, to be utilized during the time period between July 1, 2024, and June 30, 2025, and;
WHEREAS, Chamber represents and warrants the truth of all statements contained
in “Scope of Services” attached as Exhibit A and incorporated herein by reference. WHEREAS, Town and Chamber have executed an Agreement since Fiscal Year 2001, and;
WHEREAS, Town desires to engage the Chamber to provide Town Visitors Information Center, including the Visit Los Gatos Website and Social Media Marketing of the Town of Los Gatos to attract visitors and economic vitality for businesses in Los Gatos.
WHEREAS, the Chamber represents and affirms that it is willing to perform the
desired work pursuant to this Agreement. WHEREAS, the Chamber warrants it possesses the distinct professional skills, qualifications, experience, and resources necessary to timely perform the services described
in this Agreement and acknowledges Town has relied upon these warranties to retain
Chamber. NOW. THEREFORE, the parties agree as follows:
1. Scope of Services. Chamber shall provide services as described in that certain Exhibit A
Chamber of Commerce Scope of Services, which is hereby incorporated by reference and attached as Exhibit A. 2 Term and Time of Performance. This contract will remain in effect from July 1, 2024, to
June 30, 2025. Chamber shall perform the services described in this agreement as follows:
provide the Town’s Visitors Information Center including the Visit Los Gatos website, and social media and destination marketing services as outlined in Exhibit A – Scope of Services.
Page 2 of 8
ATTACHMENT 1
3. Compliance with Laws. The Chamber shall comply with all applicable laws, codes, ordinances, and regulations of governing federal, state and local laws. Chamber represents
and warrants to Town that it has all licenses, permits, qualifications and approvals of
whatsoever nature which are legally required for Chamber to practice its profession. Chamber shall maintain a Town of Los Gatos business license pursuant to Chapter 14 of the Code of the Town of Los Gatos.
4. Sole Responsibility. Chamber shall be responsible for employing or engaging all persons
necessary to perform the services under this Agreement. 5. Information/Report Handling. All documents furnished to Chamber by the Town and all reports and supportive data prepared by the Chamber under this Agreement are the Town’s
property and shall be delivered to the Town upon the completion of Chamber's services or
at the Town's written request. All reports, information, data, and exhibits prepared or assembled by Chamber in connection with the performance of its services pursuant to this Agreement are confidential until released by the Town to the public, and the Chamber shall not make any of these documents or information available to any individual or organization
not employed by the Chamber or the Town without the written consent of the Town before
such release. 6. Compensation. Compensation for Chamber's professional services shall not exceed $55,000 for the management of the Town Visitors Information Center and Visit Los Gatos
website, social media, and destination marketing efforts, inclusive of all costs.
7. Billing. Billing shall be monthly by invoice within thirty (30) days of the rendering of the service and shall be accompanied by a detailed explanation of the work performed as described in Exhibit A.
Payment shall be net thirty (30) days. All invoices and statements to the Town shall be addressed as follows: Invoices:
Email to: AP@losgatosca.gov
Or, Mail to: Town of Los Gatos
Attn: Accounts Payable P.O. Box 655 Los Gatos, CA 95031-0655
8. Availability of Records. Chamber shall maintain the records supporting this billing for not less than three years following completion of the work under this Agreement. Chamber shall make these records available to authorized personnel of the Town at the Chamber's offices during business hours upon written request of the Town.
9. Annual Report. Chamber shall provide bi-annual reports by December 1, 2024 and May 1 2025, accounting for the services rendered by the Chamber to support the Visitors Information Center, Visit Los Gatos Website, Visit Los Gatos social media outlets, and associated destination marketing efforts, including all expenditures of the funds covered
by this agreement, including: direct expenditures for any products purchased; allocation of
Page 3 of 8
ATTACHMENT 1
staff hours; documentation of any approved subcontractors or third party vendors used to
provide services under this contract including agreements, invoices and proof of payment,
and other related documentation; and analytics and data reflective of in person, online, social media, and other efforts to support the services outlined in Exhibit A- Scope of Services.
10. Use of Town of Los Gatos Branding and Logo. The Town has provided branding for the
Visit Los Gatos Website including a logo and color palette. This shall continue to be used for the maintenance of the website. The provided branding is property of the Town and shall only be used by the Chamber for business of and marketing collateral that is executed as a part of the Visitors Information Center or Visit Los Gatos website. Use of the logo in
social media, print, email, or other form that is not directly related to the Visitors
Information Center or Visit Los Gatos website requires explicit written permission by the Town. 11. Assignability and Subcontracting. The services to be performed under this Agreement are
unique and specific to the Chamber. Any portion of these services that the Chamber elects
to assign or subcontract to another vendor/consultant requires written consent of the Town, and copies of all related agreements, invoices, and other documentation must be included in the bi-annual reports as noted in this Agreement.
12. Independent Contractor. It is understood that the Chamber, in the performance of the work
and services agreed to be performed, shall act as and be an independent contractor and not an agent or employee of the Town. As an independent contractor, the Chamber shall not obtain any rights to retirement benefits or other benefits which accrue to Town employee(s). With prior written consent, the Chamber may perform some obligations
under this Agreement by subcontracting, but may not delegate ultimate responsibility for
performance or assign or transfer interests under this Agreement. Chamber agrees to testify in any litigation brought regarding the subject of the work to be performed under this Agreement. Chamber shall be compensated for its costs and expenses in preparing for, traveling to, and testifying in such matters at its then current hourly rates of compensation,
unless such litigation is brought by Chamber or is based on allegations of Chamber’s
negligent performance or wrongdoing. 13. Conflict of Interest. Chamber understands that the professional responsibilities of the Town Information Center are solely to the Town. The Chamber has and shall not obtain
any holding or interest within the Town of Los Gatos. Chamber has no business holdings
or agreements with any individual member of the staff or management of the Town or its representatives nor shall it enter into any such holdings or agreements. In addition, Chamber warrants that it does not presently and shall not acquire any direct or indirect interest adverse to those of the Town in the subject of this Agreement, and it shall
immediately disassociate itself from such an interest, should it discover it has done so and
shall, at the Town's sole discretion, divest itself of such interest. Chamber shall not knowingly and shall take reasonable steps to ensure that it does not employ a person having such an interest in this performance of this Agreement. If after employment of a person, Chamber discovers it has employed a person with a direct or indirect interest that would
conflict with its performance of this Agreement, Chamber shall promptly notify Town of
this employment relationship, and shall, at the Town's sole discretion, sever any such employment relationship.
Page 4 of 8
ATTACHMENT 1
14. Use of Funds. The Chamber shall not use any monies received under this agreement for
the endorsement, opposition, or participation in any political lobbying activity involved in the support or opposition to any candidate for public office, proposed ballot measure or item pending Town Council action.
15. Equal Employment Opportunity. Chamber warrants that it is an equal opportunity
employer and shall comply with applicable regulations governing equal employment opportunity. Neither Chamber nor its subcontractors shall discriminate against persons employed or seeking employment with them on the basis of age, sex, color, race, marital status, sexual orientation, ancestry, physical or mental disability, national origin, religion,
or medical condition, unless based upon a bona fide occupational qualification pursuant to
the California Fair Employment & Housing Act. 16. Minimum Scope of Insurance:
i. Chamber agrees to have and maintain, for the duration of the contract,
General Liability insurance policies insuring him/her and his/her firm to an amount not less than: two million dollars ($2,000,000) combined single limit per occurrence for bodily injury, personal injury and property damage.
ii. Chamber agrees to have and maintain for the duration of the contract, an
Automobile Liability insurance policy ensuring him/her and his/her staff to an amount not less than two million dollars ($2,000,000) combined single limit per accident for bodily injury and property damage.
iii. Chamber shall provide to the Town all certificates of insurance, with
original endorsements effecting coverage. Chamber agrees that all certificates and endorsements are to be received and approved by the Town before work commences.
iv. Chamber agrees to have and maintain, for the duration of the contract,
professional liability insurance in amounts not less than $2,000,000 which is sufficient to insure Chamber for professional errors or omissions in the performance of the particular scope of work under this agreement.
General Liability:
i. The Town, its officers, officials, employees and volunteers are to be covered as insured as respects: liability arising out of activities performed by or on behalf of the Chamber; products and completed operations of Chamber,
premises owned or used by the Chamber. This requirement does not apply
to the professional liability insurance required for professional errors and omissions. ii. The Chamber’s insurance coverage shall be primary insurance as respects
the Town, its officers, officials, employees and volunteers. Any insurance
or self-insurances maintained by the Town, its officers, officials, employees
Page 5 of 8
ATTACHMENT 1
or volunteers shall be excess of the Chamber’s insurance and shall not
contribute with it.
iii. Any failure to comply with reporting provisions of the policies shall not affect coverage provided to the Town, its officers, officials, employees or volunteers. iv. The Chamber's insurance shall apply separately to each insured against
whom a claim is made or suit is brought, except with respect to the limits
of the insurer's liability. 17. All Coverages. Each insurance policy required in this item shall be endorsed to state that coverage shall not be suspended, voided, cancelled, reduced in coverage or in limits except
after thirty (30) days' prior written notice by certified mail, return receipt requested, has
been given to the Town. Current certification of such insurance shall be kept on file at all times during the term of this agreement with the Town Clerk. 18. Workers’ Compensation. In addition to these policies, Chamber shall have and maintain
Workers' Compensation insurance as required by California law and shall provide evidence
of such policy to the Town before beginning services under this Agreement. Further, Chamber shall ensure that all subcontractors employed by Chamber provide the required Workers' Compensation insurance for their respective employees.
19. Indemnification. The Chamber shall save, keep, hold harmless and indemnify and defend
the Town its officers, agent, employees and volunteers from all damages, liabilities, penalties, costs, or expenses in law or equity that may at any time arise or be set up because of damages to property or personal injury received by reason of, or in the course of performing work which may be occasioned by a willful or negligent act or omissions of
the Chamber, or any of the Chamber's officers, employees, or agents or any subconsultant.
20. Waiver. No failure on the part of either party to exercise any right or remedy hereunder shall operate as a waiver of any other right or remedy that party may have hereunder, nor does waiver of a breach or default under this Agreement constitute a continuing waiver of
a subsequent breach of the same or any other provision of this Agreement.
21. Governing Law. This Agreement, regardless of where executed, shall be governed by and construed to the laws of the State of California. Venue for any action regarding this Agreement shall be in the Superior Court of the County of Santa Clara.
22. Termination of Agreement. The Town and the Chamber shall have the right to terminate this agreement with or without cause by giving not less than fifteen days (15) written notice of termination. In the event of termination, the Chamber shall deliver to the Town all plans, files, documents, reports, performed to date by the Chamber. In the event of such
termination, Town shall pay Chamber an amount that bears the same ratio to the maximum
contract price as the work delivered to the Town bears to completed services contemplated under this Agreement, unless such termination is made for cause, in which event, compensation, if any, shall be adjusted in light of the particular facts and circumstances involved in such termination.
23. Amendment. No modification, waiver, mutual termination, or amendment of this Agreement is effective unless made in writing and signed by the Town and the Chamber.
Page 6 of 8
ATTACHMENT 1
24. Disputes. In any dispute over any aspect of this Agreement, the prevailing party shall
be entitled to reasonable attorney's fees, including costs of appeal. 25. Notices. Any notice required to be given shall be deemed to be duly and properly given if mailed postage prepaid, and addressed to:
Town of Los Gatos Attn: Town Clerk 110 E. Main Street Los Gatos, CA 95030
LOS GATOS CHAMBER OF COMMERCE Attn: Jennifer Lin, Executive Director 10 Station Way
Los Gatos, CA 95030
or personally delivered to Chamber to such address or such other address as Chamber designates in writing to Town.
26. Order of Precedence. In the event of any conflict, contradiction, or ambiguity between the
terms and conditions of this Agreement in respect of the Products or Services and any attachments to this Agreement, then the terms and conditions of this Agreement shall prevail over attachments or other writings.
27. Entire Agreement. This Agreement, including all Exhibits, constitutes the complete and
exclusive statement of the Agreement between the Town and Chamber. No terms, conditions, understandings or agreements purporting to modify or vary this Agreement, unless hereafter made in writing and signed by the party to be bound, shall be binding on either party.
IN WITNESS WHEREOF, the Town and Chamber have executed this Agreement. Recommended by:
Monica Renn, Economic Vitality Manager
Town of Los Gatos by:
Laurel Prevetti, Town Manager
Los Gatos Chamber of Commerce by:
Executive Director, Signature
Executive Director, Printed Name
Approved as to Form:
Gabrielle Whelan, Town Attorney
Attest:
Wendy Wood, Town Clerk
Page 7 of 8
ATTACHMENT 1
EXHIBIT A - SCOPE OF SERVICES AGREEMENT FOR SERVICES WITH THE CHAMBER OF COMMERCE
2024/2025
LOS GATOS VISITOR INFORMATION CENTER, VISIT LOS GATOS WEBSITE,
SOCIAL MEDIA AND DESTINATION MARKETING SERVICES FOR $55,000
All services rendered as a part of this scope of services under the function of the Los Gatos
Visitor Information Center shall be to the benefit and promotion of Town-wide stakeholders
including businesses, residents, and visitors.
The following services and information will be coordinated and provided by the Chamber of
Commerce as a part of the operations of the Los Gatos Visitor Information Center, Visit Los
Gatos Website, and Visit Los Gatos Social Media and Destination Marketing Services:
1. Provide services to manage and maintain Visit Los Gatos as follows:
a. Maintain branded website, https://visitlosgatosca.com, that is easily accessible,
simple to navigate, and appears within the top online keyword searches; and
b. Ensure the services, promotions, content, etc. under the umbrella of Visit Los
Gatos is open to and inclusive of all Los Gatos businesses regardless of their
membership status at the Los Gatos Chamber of Commerce; and
c. Ensure the branding and messaging of content related to Visit Los Gatos is
reflective of the Town’s goals and objectives; and
d. Include language on the website that clearly reflects the partnership of the Town
of Los Gatos and Chamber of Commerce as partners/sponsors of the website (the
Town continues to provide a direct link from its website to Visit Los Gatos); and
e. Provide limited printed marketing materials such as small cards, window clings,
counter signs, or other appropriate collateral that may be displayed or provided to
visitors at the hotels, restaurants, shops, Chamber of Commerce Office, Town
Hall, Library, etc. that identifies and promotes the Visit Los Gatos website, social media, and related activities; and
f. Maintain and update the information on the website in a timely manner to ensure
the information provided is accurate and up to date, with a minimum of once
monthly updates; and
g. Provide dedicated staffing to support the social media and destination marketing
efforts of Visit Los Gatos, including Visit Los Gatos focused posts published
across social media and similar platforms a minimum of five times weekly.
2. Continue to support the Town’s business outreach efforts for events, meetings, and
programs through social media, email, etc.
a. Promote Town events in Chamber of Commerce marketing materials including
email notifications and newsletters. Content will be provided by Town staff for
distribution.
Page 8 of 8
ATTACHMENT 1
3. Offer in-person Los Gatos Visitor Information Center services at the Chamber of
Commerce offices.
a. Respond to walk-in and call-in inquiries, and encourage engagement with the
Visit Los Gatos website and social media platforms; and
b. Allow Town meetings with the business community to be conducted at the
Chamber of Commerce offices during mutually agreed upon times and days.
4. Provide Bi-Annual Written Reports and Monthly Invoicing.
a. Bi-annual written reports shall be provided by December 1, 2024, and May 1,
2025 by the Chamber of Commerce that quantifies all services rendered and
accounts for all funds expended to meet this Scope of Services, and the attached
Agreement, meeting the requirements of Section 9 of the attached Agreement; and
b. Invoice the Town for payment of services monthly, as described in the attached
Agreement.
Memo To: Town of Los Gatos Staff and Town Council
From:Jennifer Lin, Executive Director, LGCC
Rachael Brown, President LGCC Board of Directors
Subject:Year End Report
$88K for Los Gatos Visitor Information Center, Visit Los Gatos Website,
Social Media and Destination Marketing Services
Date:May 3, 2024
The Los Gatos Chamber of Commerce is an independent contractor that is paid a fee for service
by the Town of Los Gatos. This memo details the ways in which the Chamber has fulfilled the
scope of services outlined in the Town’s Agreement with the Los Gatos Visitor and Information
Center.
Below is the primary purpose of the Los Gatos Chamber of Commerce:
Our Mission:The Los Gatos Chamber serves the community first and foremost by being a
catalyst for business growth and success; acting as a convener of community leaders and
influencers to get things done; and serving as a champion for a thriving business community.
Our Vision:The Los Gatos Chamber of Commerce will be a strong, unified voice of the spirited
Los Gatos business community…recognized as a catalyst for business growth and advocacy.
Being a champion for the town of Los Gatos, the Chamber will work to preserve the cherished
quality of life and integrity in our town …and will be admired for its skill in listening to the
concerns of all segments of the community and acting as a convener of all for dialogue and for
problem solving.
ATTACHMENT 2
As a courtesy,and as agreed upon by both parties,the Town has an agreement with the
Chamber to manage the Town’s Visitor and Information Center.This agreement has been in
place off and on for the past 24 years.
In 2001,the Town Council approved just over $100,000 for services provided by the Chamber of
Commerce.Over the years,that amount has decreased significantly,while the Chamber of
Commerce’s services have expanded and its costs of doing business have also significantly
increased.
From 2019 through June 2023,the Chamber has received approximately $55K.For 2023-2024,
the amount was increased to $88K.
Please note that the Chamber has met and/or exceeded all expectations of previous
agreements.Below is what the Chamber provided under the 2023-2024 agreement:
Los Gatos Visitor Information Center,Visit Los Gatos Website,Social Media,and Destination
Marketing at $88k
Town of Los Gatos Visitor Information Center:The Visitor Information Center is located within
the Chamber office in prime downtown real estate,easily accessible to visitors and is open
year-round,Tuesday –Friday,10 a.m.to 4 p.m.and also by appointment,excepting scheduled
holidays.As of early April 2024,the Chamber began a pilot program to be open on Saturdays
from 11 a.m.to 2 p.m.We currently operate the only permanent Town public restroom.
We act as the concierge service for our Town’s guests,providing information and resources
regarding community events,shopping,dining,lodging,parks and recreation,event spaces,
transit,services,relocation,general commerce,and other related visitor information topics.We
also offer souvenirs for purchase as a service to visitors.We pride ourselves on providing
high-touch customer service and consistently receive positive feedback from our visitors.
Additionally,as a service to visitors,the Town Information Center sells Los Gatos related
merchandise.
On average,we receive 5 out-of-town guests per day and a handful of our locals who stop by
for information and resources.We also respond to 7-10 phone calls and 10 digital requests
(email,social media)daily from people seeking Visitor or Town information.
As part of the Visitor Information Center distributes and promotes resources and events from
the Town as well its core partners,including but not limited to the Los Gatos -Monte Sereno
Police Department,NUMU,the Los Gatos Library,LGS Recreation materials).We also work with
the Town to fulfill requests for relocation resources from people looking to move or start a
business in Los Gatos.We send all requested materials free of charge via USPS.
During the term of this annual contract,the Chamber paid rent in the amount $17,820 for the
Town’s Visitor and Information Center space which includes the public restroom and use of the
conference room.The Chamber also paid general office/operations expenses related to the
Visitor Information Center in the amount of $30,057.Finally,the Chamber paid $60,012 in
staffing expenses as it related to visitor services,social media,and destination marketing.The
total Visitor Information Center,social media,and Destination Marketing expense to the
Chamber in 2023-2024 was $107,889.
Visit Los Gatos Website:The Chamber and its new staff continued to maintain an accessible,
updated,easy-to-navigate Visit Los Gatos Website.The branded site successfully appeared in
keyword searches as a top option.
Destination Marketing and Social Media:This past year,the Chamber and its new staff
implemented a multi-prong Destination Marketing program to attract visitors to Los Gatos,
which included the following strategies:social media,a print and digital Los Gatos Destination
Guide,a new and welcoming “You Belong in Los Gatos”street pole banner series,and the
production and marketing of major events that entice visitors with unique experiences.
Following the 100%Chamber staff turnover in June 2023,the Chamber hired a temporary
resource dedicated to Visit Los Gatos social media and provided 5 posts per week through
September 2023.We then recruited and subsequently hired a permanent Social Media
Coordinator in October 2023.
From October 2023 through March 2024,the Chamber focused on evaluation,analysis,and
clean-up of our social media accounts.We discovered that the Visit Los Gatos Instagram
account had far too many paid followers across distant/international cities as compared to
organic followers from more local communities like Marin or Walnut Creek (who are more likely
to become day or weekend visitors).This negatively affected our ability to reach our desired
targets because Instagram’s algorithm prioritizes regional commonalities among followers and
target audiences.
With the goal of improving reach,we spent considerable time deleting purchased followers and
also unfollowing irrelevant social media accounts.In 2024-2025 we will continue optimizing
followed accounts and followers as well as improve engagement through more dynamic (e.g.,
video)content and partnerships with photographers/content creators/influencers.Research
has shown that social media posts must entertain,inspire,and elicit emotion to attract and
engage new organic followers.
In addition to Social Media,the Chamber invested significant time and resources into the kickoff
of a standalone Los Gatos Destination Guide that includes a professionally published print
guide as well as a robust digital guide with live links and dynamic content.This project has a
target publish date of late August 2024.With continued Town support at the $88,000 level,we
can place the print guide and cards with QR code linked to the digital guide at San Jose
International Airport,local Los Gatos hotels,and potentially other area Visitor and Welcome
Centers in Northern California.
The Chamber has been hard at work on a new street pole banner series called “You Belong in
Los Gatos.”The cost of this project is to be partially covered by a Town Community Grant.
These banners help the Town to promote Los Gatos as a welcoming,safe,and inclusive
community to visitors and strengthen the brand of Los Gatos as both a sought-after destination
and a place you are proud to call home.Target installation is late June,2024.
Utilizing our major event portfolio,the Chamber developed and marketed unique experiences
to attract visitors from all over the Bay Area.We added the Kid +Pet Halloween Costume
PAW-Looza and a Valentine’s themed Sweetheart Stroll this year.With our Food &Wine Group,
we are working on a new Summer 204 series to draw visitors downtown on lively Thursday
nights and will also partner with the Los Gatos -Monte Sereno Police Foundation to produce a
“Taste of Los Gatos”street festival in September 2024 where attendees can experience bites
and drinks from our Town’s establishments.In April 2024 we launched a new VIP Experience as
part of our Wine Walks,with the goal of cementing Los Gatos’reputation as host of one of the
Bay Area’s premier wine tasting events.
Finally,due to our carriage vendor ending its horse-drawn carriage ride partnership with the
Chamber,we have reimagined a robust new Holiday program for December 2024 that is sure to
attract and engage visitors.The carriage ride program was unfortunately an expensive and
exclusive event,so instead we have planned a highly welcoming,accessible and inclusive
program.For the Holiday we will offer a hop-on,hop-off cable-car style trolley that will
transport riders around downtown Los Gatos and offer a delightful,unique experience.We will
also offer visits with Santa in a special pavilion in Town Plaza Park.If we receive a renewed
contract at the $88,000 level,we intend to offer this holiday program free to residents and
visitors.
Other Marketing Efforts in 2023-24:
●Los Gatos Loyal Card (support local program)offering perks,promotions and discounts
for residents AND visitors
●Advertising and editorial content in local newspapers/magazines including Los Gatos
Magazine,Los Gatos Weekly,San Jose Mercury News
●New Los Gatos Town Map in Fall 2024 (produced and maintained by the LGCC)
●Los Gatos Self-Guided Walking Tours –Discover Los Gatos (funded by LGCC)
●Los Gatos Event Venue Guide (produced and maintained electronically by the LGCC)
●Los Gatos Creek Trail,Lexington,Vasona,Villa Montalvo,and other informational
brochures
●Santa Cruz Mountain winery maps/Santa Clara winery maps/Livermore winery maps
●Community-wide events posted in our front windows,newsletter,and website
●Weekly Town-wide e-newsletter
●Timely updates to our Chamber and Visit Los Gatos websites and the Community
Calendar
●Host and manage all Visit Los Gatos social media platforms for destination marketing
including Facebook,Instagram,NextDoor and LinkedIn
●Support for DEI messaging,programs and events to benefit the whole community to
make Los Gatos more welcoming and inclusive
●Summer Event Guide (produced in partnership with Los Gatos Music and Arts)
●Promotional posters and banners for the town promoting events and other happenings
●Host monthly Food and Wine meetings
●Host quarterly Merchant Meetings
●Host periodic service organization meetings and service provider meetings