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Home My WebLink About12-11-2019 TBID Agenda PacketCity of San Luis Obispo, Agenda, Tourism Business Improvement District Board Any writings or documents provided to a majority of the TBID Board regarding any item on this agenda will be made available for public inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours. Wednesday, December 11, 2019 10:00 A.M. City Hall - Council Hearing Room 990 Palm Street, San Luis Obispo CALL TO ORDER: Chair Bruce Skidmore PUBLIC COMMENT: Each speaker is limited to two minutes of public comment for items not on the agenda. Public comment for each agenda item will be called for separately and is also limited to two minutes per speaker. State law does not allow the board to discuss or take action on issues not on the agenda, except that members of the board may briefly respond to statements made or questions posed by the person giving public comment. Staff may be directed by the board to follow-up on such items and/or place them on the next board agenda. CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, November 13, 2019 C.2 Smith Travel Report C.3 SLO Chamber Public Relations Activities Report C.4 AMF + Matchfire Marketing Services Report C.5 SLO Chamber Guest Services Report C.6 Transient Occupancy Tax (TOT) Report C.7 Q2 SLO Happenings Event Promotion Sponsorships BUSINESS ITEMS Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of public testimony. 1. 2020-2022 TBID MARKETING SERVICES RFP 45 mins The RFP Taskforce will present the draft RFP document for the Board’s discussion and approval. TBID LIAISON REPORTS & COMMUNICATION At this time board members make announcements, report on activities, refer to staff issues for study and report back to the board at a subsequent meeting. 1. HOTELIER UPDATE – Liaison Reports 2. MANAGEMENT COMMITTEE UPDATE – Minutes: December 5, 2019 3. MARKETING COMMITTEE UPDATE – Minutes: December 4, 2019 4. PCC UPDATE –Minutes: November 13, 2019 5. VISIT SLO CAL UPDATE – Liaison Reports 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURN. POSTING STATEMENT: I, Chantal Burns, Tourism Coordinator, do hereby certify that on December 6, 2019, by 5:00 p.m., a true and correct copy of this agenda was posted on the bulletin board outside City Hall. Internet access to agendas and related material is available at www.slocity.org. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/13/19 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, November 13, 2019 Regular Meeting of the Tourism Business Improvement District Board CALL TO ORDER The regular meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on Wednesday, November 13, 2019 at 10:03 a.m. in the Kinney, located at 1800 Monterey Street, San Luis Obispo, California, by Chair Bruce Skidmore. ROLL CALL Present: Chair Bruce Skidmore and Board Members Nipool Patel, Dean Hutton, LeBren Young- Harris, Pragna Patel-Mueller, and John Conner Absent: Kristin Battaglia Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS C.1 Minutes of Meeting on Wednesday, October 9, 2019 C.2 Smith Travel Report C.3 SLO Chamber Public Relations Activities Report C.4 AMF + Matchfire Marketing Services Report C.5 SLO Chamber Guest Services Report C.6 Transient Occupancy Tax (TOT) Report C.7 Marketing Committee Approved 2020 Money for a Rainy Day Program Plan Tourism Manager Cano presented C.7 budget for program plan context and board member understanding. Public Comment None. --End of Public Comment-- ACTION: MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY COMMITTEE MEMBER HARRIS, CARRIED 6-0-1, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/13/19 Pg. 2 PRESENTATIONS 1. TOT ORDINANCE REVISION UPDATE City of San Luis Obispo’s Budget Analyst, Natalie Harnett, presented the proposed amendments to Title 3 related to the TOT ordinance and answered board member questions. Public Comment None. --End of Public Comment-- No action was taken on presentation items. BUSINESS ITEMS 1. DENVER TRAVEL & ADVENTURE SHOW ACTIVATION Tourism Manager Cano reviewed the Marketing Committee’s strategy and process leading to the recommendation of participating in the 2020 Denver Travel and Adventure Show. The recommendation includes expanded involvement though partnerships, a media portion and show buildout component. Staffing of the tradeshow will include the City’s Tourism Manager and Tourism Coordinator and the Chamber’s Public Relations and Visitor Center Managers. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER HUTTON, CARRIED 6-0-1, to move forward with the presented plan for the 2020 Denver Travel and Adventure Show and approve the release of a $30,000 not to exceed budget. 2. REVIEW OF COMMITTEE BYLAWS The Board performed the bi-annual review of the TBID Board the bylaws and discussed any necessary amendments to be submitted to the City Council. City Clerk Teresa Purrington answered questions and provided input on the TBID’s bylaws. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY BOARD MEMBER PATEL, SECOND BY BOARD MEMBER PATEL- MUELLER, CARRIED 6-0-1, Recommending to the City Council that the following changes be made to the TBID bylaws: ARTICLE 2. MEMBERSHIP One member of the TBID Board shall be appointed by the Board to the Promotional Coordinating Committee for a term concurrent with his/her TBID Board term. In the event no member of the Board can serve on both Boards, the responsibility will fall to the Chair. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 11/13/19 Pg. 3 3. TBID MARKETING SERVICES RFP UPDATE The RFP Taskforce reported on their current progress with the Marketing Services RFP including draft work, timelines and approval goals. Board members discussed the presented material and provided input on the process. Public Comments: None. ---End of Public Comments--- No action was taken on this item. TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update -  Visit CA ballots are out  Recent TBID hotel name changes 2. Management Committee Update - November 7, 2019 minutes are in the packet for review. 3. Marketing Committee Update – November 6, 2019 minutes are in the packet for review. 4. PCC Update – October 9, 2019 minutes in packet for review. 5. SLO CAL Update – Tourism Manager Cano;  Transitions in SLO CAL staff  Working on creating a potential quarterly meeting for the PR reps in the county  Restaurant month will be in January and signups close this week 6. Tourism Program Update – Tourism Manager Cano;  CHLA – October workshops with the BEST training and local law enforcement  Sip, Stay & Save promotion updates  Conference Center update  Strategic Partners: i. CCTC ii. Visit SLO CAL  Annual Public Hearing passed at the November 12, 2019 meeting  Upcoming dates to remember ADJOURNMENT The meeting was adjourned at 11:49 a.m. The next Tourism Business Improvement District Board meeting is scheduled for December 11, 2019 at 10:00 a.m., at City Hall, 990 Palm Street, San Luis Obispo, CA. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX Novemnber 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 62.2 79.9 67.3 108.76 175.60 131.43 67.70 140.24 88.42 8.0 -4.9 3.2 0.5 0.1 -1.2 8.5 -4.8 2.0City of Pismo Beach 54.6 76.4 60.8 127.15 197.51 152.41 69.42 150.98 92.73 10.2 -5.5 4.0 -0.7 0.6 -1.7 9.4 -4.9 2.3City of San Luis Obispo 52.9 82.2 61.3 120.97 177.69 142.72 63.96 146.04 87.42 -6.0 -4.8 -5.5 4.2 4.0 4.2 -2.0 -1.1 -1.6City of Morro Bay51.6 80.8 59.9 98.63 151.37 118.95 50.85 122.29 71.26 12.7 0.1 7.5 -3.4 -1.6-3.7 8.9 -1.5 3.6WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 69.5 82.8 73.3 112.93 184.20 135.93 78.52 152.57 99.68 14.9 -4.2 7.9 5.1 0.90.8 20.7 -3.4 8.8City of Pismo Beach 56.2 81.4 63.4 124.18 207.38 154.71 69.78 168.88 98.09 7.6 -2.1 3.8 -1.6 -0.4 -2.1 5.9 -2.5 1.6City of San Luis Obispo 63.4 86.3 69.9 124.31 181.25 144.39 78.78 156.46 100.98 -0.9 -1.0 -0.9 3.2 1.0 2.2 2.3 -0.1 1.2City of Morro Bay51.6 83.1 60.6 98.56 163.77 124.12 50.84 136.16 75.22 -2.1 -0.8 -1.6 -2.1 2.2 0.2 -4.1 1.3 -1.4WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 63.5 74.0 66.5 108.11 169.10 127.50 68.65 125.13 84.79 -2.3 -16.8 -7.4 -1.82.1 -1.7 -4.0 -15.0 -9.0City of Pismo Beach 58.2 66.0 60.4 130.75 184.47 147.53 76.09 121.83 89.16 6.1 -24.1 -5.6 2.8 -1.5 -2.0 9.0 -25.3 -7.5City of San Luis Obispo 63.9 72.6 66.4 121.56 172.34 137.42 77.69 125.07 91.23 -0.4 -17.3 -6.3 2.3 6.6 2.6 1.9 -11.8 -3.9City of Morro Bay57.3 63.5 59.1 101.38 149.08 116.04 58.09 94.72 68.55 10.0 -24.9 -3.8 1.8 1.8 -1.7 12.0 -23.5 -5.4WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 54.7 71.2 59.5 103.24 158.96 122.31 56.51 113.22 72.72 -21.9 -4.8 -16.8 -15.8 -7.3 -10.9 -34.3 -11.7 -25.9City of Pismo Beach 45.6 61.1 50.0 123.55 174.21 141.24 56.28 106.44 70.61 -38.4 -19.7 -32.9 -26.0 -19.1 -22.0 -54.4 -35.1 -47.7City of San Luis Obispo 52.6 62.8 55.5 119.41 151.50 129.78 62.76 95.13 72.01 -26.1 -14.2 -22.6 -12.6 -15.1 -12.8 -35.4 -27.2 -32.5City of Morro Bay43.7 58.5 48.0 98.51 139.07 112.66 43.09 81.42 54.04 -39.3 -20.7 -33.9 -22.0 -18.0 -18.9 -52.6 -35.0 -46.4WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 69.4 74.0 70.8 119.71 177.78 137.07 83.13 131.60 96.98 40.9 23.3 35.1 12.6 25.5 16.3 58.6 54.8 57.1City of Pismo Beach 67.0 69.2 67.6 163.56 209.53 177.01 109.52 145.08 119.68 73.1 36.7 60.6 41.5 22.1 31.3 145.0 66.9 110.8City of San Luis Obispo 68.0 74.1 69.7 142.53 173.63 151.98 96.86 128.69 105.96 36.9 28.8 34.4 28.218.7 24.3 75.5 53.0 67.0City of Morro Bay65.4 68.9 66.4 128.43 168.79 140.39 84.04 116.33 93.26 67.7 32.1 55.3 41.9 22.5 31.2 138.0 61.9 103.8Current Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParRevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRWeek of November 24, 2019 to November 30, 2019Week of November 17, 2019 to November 23, 2019Week of November 10, 2019 to November 16, 2019Week of November 3, 2019 to November 9, 2019Week of October 27, 2019 to November 2, 2019 Report to City of SLO – TBID and PCC Public Relations Contract November 2019 Implementation 1) Continued working with Matchfire to build media center page for VisitSLO.com 2) Continued working with Cision on media monitoring services 3) Continued working with Jennifer Sweeney on PR Strategy implementation 4) Received approval from TBID & PCC on PR strategic plan components Proactive Media Outreach 1) Finalized itineraries for ‘Sip, Stay & Save’ influencers 2) Hosted four digital influencer activations for ‘Sip, Stay & Save’ promotion 3) Continued pitching TBID’s ‘Sip, Stay & Save’ promotion 4) Pitched SLO for Sunset Magazine’s 2020 ’Dream Towns’ feature 5) Sent community events release to regional media outlets 6) Began working with MINDBODY to host San Diego influencer @SweatinSD Partnerships 1) Continued working with Hotel SLO & Hotel Cerro’s PR teams on ‘Unpretentious Luxury’ FAM 2) Continued working with Mindbody & their PR team to discuss future wellness activations trips in 2019-20 3) Attended Visit SLO CAL’s marketing committee 4) Continued planning a SLO activation for a Visit SLO CAL sponsored FAM coming in on the inaugural San Diego flight 5) Met with Genie Davis on assignment with Diversions LA 6) Worked with our hotel partners to submit lodging requests for two separate Visit SLO CAL activations 7) Continued working with Visit SLO CAL to plan San Luis Obispo activation for their February ‘Culinary’ FAM 8) Submitted ‘Poppy’ Award nomination for 2020 Visit California’s Outlook Forum 9) Registered to attend 2020 Visit California’s Outlook Forum 10) Began helping to plan 2020 Denver Travel & Adventure Show activation Report to City of SLO – TBID and PCC Public Relations Contract November 2019 Media Placements 1. PLANNING A COUPLE’S ANNIVERSARY TRIP We hosted Seattle influencer, Kate Retherford of All Things Kate for a wellness couples trip to SLO. Her custom itinerary included staying at Apple Farm Inn, hiking, wellness treatments and farm fresh dining. She also updated her guide to SLO. @AllThingsKate Static posts: 4 Stories: 51 UVPM: 6K ‘Sip, Stay & Save’ Influencer Activations 2. THE GETAWAY GUIDE TO: SAN LUIS OBISPO LA influencer Caroline Juen, created a comprehensive list on her blog of where to stay, what to do and where to eat/drink in SLO. She noted the accessibility for a quick weekend getaway, the amazing wine region and laid-back feel. @LoveandLoathingLA Static posts: 3 Stories: 38 3. A Complete Guide for a weekend in SLO LA influencer Layla Nia, shared a thorough guide on her blog of her trip to SLO. The blog includes numerous facts and stories of her experiences and she called “downtown San Luis Obispo plays host to endless opportunities to shop, play, eat, drink and learn.” @LATravelGirl Static posts: 2 Stories: 24 UVPM: 35K Report to City of SLO – TBID and PCC Public Relations Contract November 2019 4. LA influencer Gretchen McNarry shared her ‘Sip, Stay & Save’ activation through her Instagram touting the harvest season as the perfect time to visit SLO and posting individually about the three wineries she visited. @WomanTakesWorld Static posts: 5 Stories: 38 5. SF/LA influencers Catarina Mendoza and Brandon Au created content on their three separate accounts detailing the promotion and highlighting a car-free experience in SLO. @WheresCatarina @BrandonAU @AUBestLife Static posts: 13 Stories: 195 6. Second Cities: The best destinations to visit from Los Angeles The Points Guy picked up Alex Beaven’s piece naming SLO as a premier destination to visit. We worked with Visit SLO CAL to host her as part of a ‘Wellness’ themed FAM. The piece noted the rich wine region, easy to get to access and specifically called out the Farmers’ Market as one of the state’s best. UVPM: 8.79M AD VALUE: 2,022 Report to City of SLO – TBID and PCC Public Relations Contract November 2019 7. These 9 Streets and Alleys are Full of Fun and Quirky Surprises Forbes included Bubblegum Alley on their list of off the wall streets, noting it’s decades long run and survival of two cleanings. A couple of the other mentions included Dairy Block in Denver, Co and Avenue Cartier in Quebec. UVPM: 29.79M AD VALUE: $34,257 8. Here are 13 of the world’s best new green hotels National Geographic named Hotel Cerro on its list of eco- friendly hotels around the world, the only one named in the US. The piece noted it’s LEEDS Silver certification, water filling stations and edible garden for both guests and the restaurants. UVPM: 26.16M AD VALUE: $21,057 9. A ROMANTIC WEEKEND GETAWAY IN SLO Wherever Family called SLO “an ideal destination for couples looking for a romantic getaway”. The piece also noted the proximity to LA and SF, and romantic experiences like wine and food tours and spending time outdoors. UVPM: 16K 10. 11 Romantic Honeymoon Destinations in California In their article, Trips to Discover called SLO a “relaxing and welcoming community that is perfectly sized”. It also noted the Farmers’ Market, great restaurants and uncrowded hiking trails. UVPM: 148K 11. SLO Coast Wine Surf Report--Fall 2019 WineBusiness.com reported out what’s new in the SLO Coast Collective region. The coverage included a harvest Report to City of SLO – TBID and PCC Public Relations Contract November 2019 recap, a reminder that wine flies free on Alaska and updates on boutique wineries. UVPM: 184K 12. American Express Delivers Interactive Experiences For Small Business Saturday Independent Retailer shared a plug for Small Business Saturday in SLO, highlighting Downtown SLO’s passport program. UVPM: 74K HAPPENING NOW • Rainy Day Promotion – Creative Refresh & Outreach Planning • New Monthly ‘Be Here’ Ads Creation • Collateral Updates KEY WEBSITE OVERVIEW & METRICS With our Sip, Stay + Save promotion running we continued to see a huge lift in traffi c to our hotel and homestay pages. Bounce rate also improved by 2% and of our total site sessions, 4% of those sessions were new. In summary, we are reaching new people that are staying longer on our site. NOVEMBER 2019Agency Report 1. Apple Farm Inn 2015 Monterey St. 800-255-2040 or 805-544-2040 2. Avenue Inn Downtown San Luis Obispo 345 Marsh St. 805-543-6443 3. Best Western Plus Royal Oak 214 Madonna Rd 805-544-4410 4. Budget Inn 1001 Olive St. 805-544-0400 5. The Butler Hotel 1511 Monterey St. 805-548-1884 6. Courtyard By Marriott 1605 Calle Joaquin 805-786-4200 7. Downtown SLO Inn 950 Olive St. 805-544-8886 8. Economy Motel 652 Morro St. 805-543-7024 9. Embassy Suites by Hilton 333 Madonna Rd. 805-549-0800 10. Garden Street Inn Bed & Breakfast 1212 Garden St. 805-545-9802 11. Granada Hotel & Bistro 1126 Morro St. 805-544-9100 12. Hampton Inn & Suites 1530 Calle Joaquin 805-594-1445 13. Heritage Inn 978 Olive St. 805-544 7440 14. Homestead Motel 920 Olive St. 805-543-7700 15. Hostel Obispo 1617 Santa Rosa St. 805-544-4678 16. Hotel Buena Vista SLO 2050 Garfi eld St. 805-549-9911 17. Hotel Cerro 1125 Garden St. 805-548-1000 18. Hotel SLO 877 Palm St. 805-235-0700 19. The Inn at San Luis Obispo 1895 Monterey St. 805-544-0973 20. The Kinney 1800 Monterey St. 805-544-8600 21. La Cuesta Inn 2074 Monterey St. 800-543-2777 22. Lamplighter Inn & Suites 1604 Monterey St. 805-547-7777 23. Los Padres Inn 1575 Monterey St. 805-543-5017 24. Madonna Inn 100 Madonna Rd. 805-543-3000 25. Mission Inn 1951 Monterey St. 805-544-6888 26. Motel 6 North 1433 Calle Joaquin 805-549-9595 27. Motel 6 South 1625 Calle Joaquin 805-541-6992 28. Olive Tree Inn & Suites 1000 Olive St. 805-544-2800 29. Peach Tree Inn 2001 Monterey St. 800-227-6396 30. Petit Soleil 1473 Monterey St. 805-549-0321 31. Quality Suites San Luis Obispo 1631 Monterey St. 805-541-5001 32. Rose Garden Inn 1585 Calle Joaquin 805-544-5300 33. San Luis Creek Lodge 1941 Monterey St. 805-541-1122 34. San Luis Inn & Suites 404 Santa Rosa St. 805-544-0881 35. Sands Inn & Suites 1930 Monterey St. 805-544-0500 36. SLO Brew Lofts 738 Higuera St. 805-543-1843 37. Sunbeam Motel 1656 Monterey St. 805-543-8141 38. UNIVERSITY INN at San Luis Obispo 1825 Monterey St. 805-543-5110 39. Vagabond Inn 210 Madonna Rd. 805-544-4710 40. Villa Motel 1670 Monterey St. 805-543-8071 Go to VisitSLO.com for alternative lodging and to book your stay. Stay in SLO For more information call 1-877-SLO-TOWN VisitSLO.com 1 Hour 2 Hours 3 Hours SAN LUISOBISPO SANTABARBARABARBARABARBARA SACRAMENTOSACRAMENTOSACRAMENTOSACRAMENTOSACRAMENTOSACRAMENTO FRESNOFRESNOFRESNOFRESNOFRESNOFRESNOFRESNOFRESNOFRESNO SANTASANTASANTASANTASANTA CRUZ MONTEREYMONTEREYMONTEREYMONTEREYMONTEREYMONTEREYMONTEREY SAN JOSESAN JOSESAN JOSE SAN SIMEON BIGBIGBIG SUR SAN FRANCISCO (3.5 hrs. from SLO) HEARST CASTLE (1 hr. from SLO) LOS ANGELES (3.5 hrs. from SLO) DISCOVER SAN LUIS OBISPO CALIFORNIA Welcome to San Luis Obispo Welcome to San Luis Obispo (or “SLO” as the locals call it), where authentic, friendly people and breathtaking landscapes will rejuvenate and inspire you. Here, we have it all: hikes to take you up in the clouds, a vibrant Downtown with dozens of boutique shops and cafés, family-friendly experiences, artisanal restaurants, and award-winning breweries and wineries. Come experience the SLO Life, and see for yourself why we were named the Happiest City in North America. VisitSLO.com see for yourself why we were named the Happiest City in North America. /ShareSLO /SecretsOfSLO @ShareSLO @ShareSLO @ShareSLO Metrics Month Totals YoY % Change Sessions 14,632 -13% Page Views 25,588 -17% Users 12,886 -11% WEBSITE AUDIENCE Pages Month Totals YoY % Change Hotel 3,323 +12% Homestay 180 +53% WEBSITE PAGEVIEWS Conversions Month Totals YoY % Change Book Now 88 -64% Visit Website 98 -37% Website 203 -47% WEBSITE GOALS Top Demographic Regions Los Angeles San Luis Obispo San Francisco TOP DEMOGRAPHIC REGIONS EMAIL OVERVIEW & HIGHLIGHTS 45 new leads were added to our database from the email sign-up form on our website. Our newsletter audience continues to be very engaged with our content with an average 44% open rate during the month of November. That is over double the industry standard of 20%. • Ongoing: Welcome Series, SLO Happenings, Hotel Abandonment, Bi-Monthly Consumer Newsletter • Consumer Newsletter: Sip, Stay + Save SHARESLO OVERVIEW & HIGHLIGHTS Our social channels continue to show successful growth and engagement. Instagram is a standout channel where we are seeing the most engaged audience who actively interacts with our content. We saw a 26% increase in total followers when comparing November 2019 to November 2018. As Pinterest is one of our newest channels we are excited to see that our channel served 2,189 total impressions and our audience has grown to 1,202 people. • Cross-promotion on Cal Poly social channels • Ticket Tuesday promotion • Infl uencer Activation: -Caroline Juen -Gretchen McGarry -Catarina Mendoza -Layla Nia • Community Blog Posts: -Experience Cambria Christmas Market -Top Things to Do in SLO: Winter 2019 -Shop Small in SLO for Small Business Saturday -Fall Harvest Getaway to SLO -Couples Vacation in SLO -9 Can’t Miss Historic Landmarks in Downtown SLO KELSEY SEE CANYON WINERY CROMA VERA WINES El Lugar Wines Devolet Wines CAL POLY WINE & VITICULTURE TIMBRE WINERY LAETITIA VINEYARD & WINERY WOLFF VINEYARDS SAUCELITO CANYON VINEYARD CAMBRIA TEMPLETON46 SANTA ROSA CR E E K R D GREEN V A L L E Y R D 1. AUTRY CELLARS 2. BAILEYANA, TANGENT & TRUE MYTH 3. BIDDLE RANCH VINEYARD 4. CAL POLY WINE & VITICULTURE 5. CENTER OF EFFORT 6. CHAMISAL VINEYARDS 7. CLAIBORNE & CHURCHILL WINERY 8. CROMA VERA WINES 9. EDNA VALLEY VINEYARD 10. FILIPPONI RANCH 11. KELSEY SEE CANYON WINERY 12. KYNSI WINERY 13. LAETITIA VINEYARD & WINERY 14. MALENE WINES 15. PELOTON CELLARS 16. VERDAD & LINDQUIST FAMILY WINES 17. SAUCELITO CANYON VINEYARD 18. SEXTANT WINES 19. SINOR-LAVALLEE 20. STEPHEN ROSS 21. TALLEY VINEYARDS 22. TIMBRE WINERY 23. TOLOSA WINERY 24. WOLFF VINEYARDS 1. AUTRY CELLARS 2. BAILEYANA, TANGENT & TRUE MYTH 3. BIDDLE RANCH VINEYARD 4. 5. CENTER OF EFFORT 6. CHAMISAL VINEYARDS 7. CLAIBORNE & CHURCHILL WINERY Piedra Creek Winery8. 9. EDNA VALLEY VINEYARD 10. FILIPPONI RANCH 11. 12. KYNSI WINERY 13. 14. MALENE WINES 15. PELOTON CELLARS Cutruzzola Vineyards Stolo Vineyards Niner Wine Estates 16. VERDAD & LINDQUIST FAMILY WINES 17. 18. SEXTANT WINES 19. SINOR-LAVALLEE 20. STEPHEN ROSS 21. TALLEY VINEYARDS 22. 23. TOLOSA WINERY 24. 25. 26. 27. 28. 29. 30. CAMBRIA 46 TEMPLETON MORRO BAY *Restrictions apply- valid 10/1 - 11/30 stay. Not valid for Saturday arrival. Blackout dates 10/25 - 10/27; 11/14 - 11/17; 11/27 - 11/28. Visit SanLuisObispoVacations.com for additional restrictions and qualifications. CORE OF THE COAST 1. AUTRY CELLARS 2. TOLOSA WINERY 3. BIDDLE RANCH VINEYARD 4. EDNA VALLEY VINEYARD 5. SAUCELITO CANYON VINEYARD 6. CLAIBORNE & CHURCHILL WINERY EDNA VALLEY BACKROADS 7. WOLFF VINEYARDS 8. BAILEYANA, TANGENT & TRUE MYTH 9. CHAMISAL VINEYARDS 10. KYNSI WINERY 11. CENTER OF EFFORT SOUTHERN CHARM 12. TALLEY VINEYARDS 13. VERDAD & LINDQUIST FAMILY WINES 14. TIMBRE WINERY 15. LAETITIA VINEYARD & WINERY URBAN 16. CROMA VERA WINES 17. DEVOLET WINES 18. STEPHEN ROSS WINE CELLARS 19. FILIPPONI RANCH AVILA BEACH TRAIL 20. KELSEY SEE CANYON WINERY 21. SINOR-LAVALLEE 22. PELOTON CELLARS POINTS NORTH 23. CUTRUZZOLA VINEYARDS 24. STOLO VINEYARDS 25. NINER WINE ESTATES 26. OCEANO WINES SLOTBID AGENCY REPORT | NOVEMBER 2019 SLOTBID AGENCY REPORT | NOVEMBER 2019 BE HERE | WORD OF THE MONTH Paid Digital Summary PROGRAMMATIC NATIVE This month, we served 215,565 impressions and had 43,877 video views for a view rate of 12.35%. There was an additional 283 clicks on the ads that resulted in a 0.13% CTR. In the month of November, there has been 3 post view visits to the home page, as well as 4 conversions to the Find a Hotel page. We have also recorded 1 button click on “Book Now” button from the Fall Promo campaign. Although the promotion ended, we are able to see any conversions from that campaign for next 30 days from users that saw ads but did not convert originally. SLOTBID AGENCY REPORT | NOVEMBER 2019 GOOGLE SEARCH We served 92,977 impressions and 1,659 clicks for a CTR of 1.78%. Additionally, we had 2,351 conversions, a major increase from the 1,702 conversions in October, as well as 7 phone calls. SEM is our bottom-funnel, search oriented tactic, as can be seen by the higher CTR, which typically averages in the 1.00 - 1.25% CTR. As an optimization effort, we re-organized keywords and ads from the Outdoors & Recreation adgroup, and created new adgroups: • Golf • Hiking • Beaches • Biking GMAIL We received 27,111 impressions and 4,469 clicks for a CTR of 16.48%. We saw an additional 361 conversions, as well as 7 gmail forwards, 40 saves, and 197 clicks through to the website, for a total engagement rate of 18.72%. FACEBOOK We received 572,775 impressions and 860 clicks for a CTR of 0.15%. We were able to reach 341,696 unique users, an improvement from 326,781 in October, for an average frequency of 1.68, which is within our benchmark goal of 1.50-3.50. Additionally, there were 21 post reactions, and 1 post share. We are testing a new campaign strategy to focus on reach. So far, it is driving 15-20x more impressions and reach than we had before testing this campaign type. SLOTBID AGENCY REPORT | NOVEMBER 2019 INSTAGRAM We have seen 769,055 impressions and 379 clicks for a CTR of 0.05%. We have reached 219,520 unique individuals for an average frequency of 3.50, which is within our benchmark goal of 1.50-3.50. Additionally, there were 63 post reactions, 1 post comment, 14 saves, and 1 post share. We are testing a new campaign strategy to focus on reach. So far, it is driving 6-10x more impressions and reach than we had before testing this campaign type. PINTEREST There has been 123,652 impressions and 2,644 engagements for an overall engagement rate of 2.14%. Of these engagements, 2,247 were closeups (when someone expands the pin), 14 were saves, and 383 were secondary clicks, or direct clicks to the website, resulting in a CTR of 0.34%. GOOGLE ANALYTICS Of the 2,272 sessions, 91.07% were new sessions, which resulted in 1.28 pages viewed per session and 1,670 goal completions. The bounce rate for the month was 81.25%. We saw the following improvements from October: • Sessions increased 142 • Pages/Session increased 0.02 • Average Session Duration increased by 0:02 • New Users increased by 163 • Bounce Rate decreased by 5.73% • Goal Completions increased by 352 Report to City of SLO – TBID Phone Line and Availability Contract November 2019 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 November 2018 November 2019 Calls to 1-877-SLO-TOWN 17 19 16 12 63 64 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 November 2018 November 2019 Email Response 13 14 14 13 63 54 Phone Calls to Hotels 57 62 59 47 206 225 Hotel Referrals Week 1 Week 2 Week 3 Week 4 November 2018 November 2019 Visitors Served (Walk-ins) 1,524 1,389 1,240 1,542 5,500 5,695 Farmers’ Market* n/a n/a n/a n/a n/a n/a Hotel Rooms Referred 377 421 293 291 1,353 1,382 *estimate without people counter 2009‐102010‐112011‐122012‐132013‐142014‐152015‐162016‐172017‐18 2018‐192019‐20Change +/‐July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 880,321$ 874,775$ 917,282$ 4.9%August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 734,830$ 815,225$ 847,791$ 4.0%September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 701,230$ 696,113$ 771,507$ 10.8%October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 613,045$ 704,568$ 696,791$ ‐1.1%November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ ‐100.0%December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 491,517$ ‐100.0%January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,461$ 468,705$ ‐100.0%February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 526,793$ ‐100.0%March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ 606,841$ ‐100.0%April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ 751,077$ ‐100.0%May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ 688,231$ ‐100.0%June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 795,368$ 843,999$ ‐100.0%Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,498,864$ 8,032,974$ ‐100.0%7,875,000$ 2018‐19 2019‐20Change +/‐2018‐19 2019‐20Change +/‐2018‐19 2019‐20Change +/‐July 85.2 80.1 ‐6.1 175.2 186.7 6.6 149.2 149.5 0.1August 81.3 77.4 ‐4.8 166.6 177.3 6.4 135.5 137.3 1.3September 72.4 73.3 1.2 163.5 161.5 ‐1.2 118.4 118.3 0.0October 72.8 73.0 0.4 151.4 156.4 3.3 110.2 114.2 3.7November 67.7 143.0 96.7December 59.1 135.2 79.9January 59.3 125.9 74.6February 66.4 140.5 93.3March 68.0 142.8 97.1April 76.4 161.2 123.2May 66.1 155.7 102.9June 75.0 182.7 137.1Total/Average 70.81 75.95 ‐2.3 153.64170.48 3.8 109.84129.841.3Occupancy ADRTOT ComparisonRevPAR*October - missing 5x hotel TOT*Figures from Smith Travel Research Report App #Application TypeEvent Event OrganizationDay of the WeekEvent Date(s) Hosted Lodging Request Committee Notes Funded Amount9 Lodging San Luis Obispo International Film FestivalSan Luis Obispo International Film FestivalTuesday‐ Sunday March 17‐22, 202010x Rooms for approximately $7,500 (media rooms for 3 nights & film maker/special guest rooms for 2 nights). ~25 Total Room NightsFilm Fest PR will work with TBID PR to allocate and host media/journalist/pr for up to $5,000. Up to $2,500 will be allocated for filmmaker or special guest lodging accommodations. $ 7,500.00 10 Lodging USA Pentathlon ‐ Qualifier Event #2 Cal Poly CorporationSaturday & Sunday Event January 18‐19,202050 (38 double beds + 12 single) for 2‐3 nights for athletes & 6 (double beds) for Admin for 3 nights. ~145 room nightsNo hosted rooms approved‐ Committee uncomfortable with need for hosted lodging request and event takes place over a holiday weekend. $ ‐ Q2 Sponsorship $ 7,500.00 Q1 Allocated Sponsorship: $ 43,964.00 Q1 declined or cancelled event sponsorship amount $ 8,750.00 2019‐20 Event Sponsorship Budget $ 60,000.00 2019‐20 Remaining Amount $ 17,286.00 2019 ‐ 20 Q2 SLO Happenings Event Promotion SponsorshipEvent & Organization Application DataTBID Sponsorship Tourism Business Improvement District Management Committee Meeting Minutes Thursday, December 5, 2019 – 10:00 a.m. Community Development Large Conference Room 919 Palm Street, San Luis Obispo BOARD MEMBERS PRESENT: Nipool Patel BOARD MEMBERS ABSENT: Pragna Patel-Mueller and Kristin Battaglia STAFF PRESENT: Molly Cano, Tourism Manager Call to order time: 10:00 a.m. BUSINESS ITEMS 1. Cal Poly Athletics Discussion Heather Hellman, the General Manager of Cal Poly Mustang Sports Properties and committee member Patel discussed the current 2017-2020 Marketing & Sponsorship strengths and weaknesses as well as future opportunity ideas. 2. New Business Items a. Committee Discussion - none b. Future Agenda Items – none c. Next Meeting Date – January 2nd, 2020 Cancelled Meeting was adjourned at 11:06 a.m. Tourism Business Improvement District Marketing Committee Meeting Minutes Wednesday, December 4, 2019 10:30 a.m. Apple Farm’s Garden Room 2015 Monterey Street, San Luis Obispo BOARD MEMBERS PRESENT: Dean Hutton, LeBren Harris, John Conner BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:34 a.m. BUSINESS ITEMS 1. San Luis Obispo International Film Festival Presentation Festival Director Wendy Eidson and Associate Director Skye McLennan from the San Luis Obispo International Film Festival presented their 2020 event and three primary deliverables they would like to negotiate for the offered Q1 marketing sponsorship. Committee members discussed the three deliverables in question and made the below recommendation for deliverable edits: 1. The SLO TBID’s step and repeat will not be required. The Film Fest’s step and repeat with the SLO TBID’s logo included is acceptable in its place throughout the festival. 2. The SLO tourism video pre-roll does not have to be played at all screenings but will be required to have within the sponsor loop in the festival tent. 3. Remove the word “exclusive” from the agreement deliverables but continue to utilize the “Stay in SLO” messaging throughout the Film Fest website, marketing and messaging. 2. Q2 SLO Happenings Event Promotion Sponsorship Committee members evaluated and discussed the 2019-20 Q2 SLO Happenings Event Promotion applications and established funding recommendations for Board approval as listed below: San Luis Obispo International Film Festival – lodging sponsorship for up to $5,000 towards media/pr hosting and up to $2,500 towards filmmaker/special guest hosting 3. 2020 Money for a Rainy Day Marketing agency representatives from AMF and Matchfire presented the 2020 Money for a Rainy Day creative assets. 4. Denver Travel & Adventure Show Planning Update Staff provided committee members with updates on the 2020 Denver Travel and Adventure show and partnership committed contributions. 5. New Business • Committee Discussion - none • Future Agenda Items - none • Next Committee Meeting: January 1, 2020 will be cancelled due to the holiday. Meeting was adjourned at 12:00 pm DRAFT Minutes – Promotional Coordinating Committee Meeting of November 13, 2019 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, November 13, 2019 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on Wednesday, November 13, 2019 at 5:30 p.m. in the Council Hearing Room, located at 990 Palm Street, San Luis Obispo, California, by Chair Matteson. ROLL CALL Present: Committee Members Melissa Godsey (arrived at 5:36 p.m.), Daniel Levi, Bruce Skidmore, Vice Chair John Thomas and Chair Dana Matteson Absent: Member Heath Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington PUBLIC COMMENT ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS ACTION: UPON MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY COMMITTEE MEMBER SKIDMORE, CARRIED 4-0-2 (MEMBERS GODSEY AND HEATH ABSENT) to approve the Consent Agenda items 1 thru 7. C.1 Minutes of the Meeting on October 9, 2019 C.2 2019-20 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Activity Report C.7 TOT Report DRAFT Minutes – Promotional Coordinating Committee Meeting of November 13, 2019 Page 2 PRESENTATIONS 1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE Jacqui Clark-Charlesworth, Public Relations provided a PowerPoint presentation and responded to Committee inquiries. ACTION: No action was taken on this item. BUSINESS ITEMS 2. HRC DIVERSITY & INCLUSION PROGRAM Housing Coordinator, Cara Vereschagin provided a PowerPoint presentation and responded to Committee inquiries. Public Comment None. --End of Public Comment-- ACTION: No action taken on this item. 3. BANNER PROJECT UPDATE Molly Cano, Tourism Manager reviewed the status of the Downtown banners, the railroad square banners, Holiday banners and the style guide development. Public Comment None. --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER LEVI, SECONDED BY VICE CHAIR THOMAS, CARRIED 5-0-1 (MEMBER HEATH ABSENT), to move forward with resizing the artwork for banners for cobra head light posts at a cost of XXXXX. 4. PUBLIC RELATIONS STRATEGIC PLAN IMPLEMENTATION COMPONENTS Jacqui Clark-Charlesworth, Public Relations representative, presented and update on the implementation components for the 2019-20 Public Relations Strategic Plan. Public Comment None. DRAFT Minutes – Promotional Coordinating Committee Meeting of November 13, 2019 Page 3 --End of Public Comment-- ACTION: No action taken on this item. 5. REVIEW OF COMMITTEE BYLAWS Tourism Manager Molly Cano and City Clerk Teresa Purrington lead the Committee in a review of the bylaws for the Promotional Coordinating Committee. ACTION: UPON MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY MEMBER SKIDMORE, CARRIED 5-0-1 (MEMBER HEATH ABSENT) to recommend to City Council the following changes to the PCC bylaws: ARTICLE 2. MEMBERSHIP The PCC shall consist of seven members appointed by the Council. Six of the members shall be residents of the City of San Luis Obispo. The seventh member shall be the Chair of the Tourism Business Improvement District (TBID) Board or another Member of the TBID board as appointed by the TBID Board. Committee members shall be appointed for a term of four years, commencing on April 1st or other date as directed by the Council. No Committee member shall serve more than two consecutive terms (eight years) on the PCC. Any Committee member who has been appointed to fill a vacant seat in mid-term shall not be precluded from thereafter serving two four-year terms (eight years), so long as the initial, partial term is less than one year. The representative from the TBID Board shall serve a term concurrent with his/her term on as the Chairperson of the TBID Board. ARTICLE 5. SUBCOMMITTEES Subcommittees shall be appointed, as needed, by the Chairperson. Standing subcommittees are tThe Grants-in-Aid and Events Promotion subcommittees is the only standing subcommittee. The subcommittee members will serve for a two-year term. After two years they will automatically rotate to the other standing subcommittee. PCC LIAISON REPORTS AND COMMUNICATION 1. COMMITTEE OUTREACH UPDATE 2. GIA UPDATE – 3. TBID BOARD REPORT – Member Skidmore provided a report on the TBID Meeting 4. TOURISM PROGRAM UPDATE - Tourism Manager Cano provided a brief Tourism Program update. ADJOURNMENT The meeting was adjourned at 7:31 p.m. The next Regular Promotinal Coordinating Committee meeting is scheduled for Wednesday, December 11, 2019 at 5:30 p.m., in the Council Hearing Room, 990 Palm Street, San Luis Obispo, California. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2019