HomeMy WebLinkAbout01-08-2020 TBID AgendaCity 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 f or public
inspection in the Administration office of the City of San Luis Obispo at 990 Palm Street during normal business hours.
Wednesday, January 8, 2020
10:00 A.M.
Ludwick Community Center
864 Santa Rosa, 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, December 11, 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
PRESENTATIONS
1. FALL PROMOTION RECAP 10 mins
The Board will receive a presentation from the marketing team on the 2019 Fall Promotion titled “Sip, Stay
& Save” results.
2. MARKETING SERVICES QUARTER REPORT 25 mins
Representatives from AMF and Matchfire will present the quarter report for the marketing activities for
the SLO TBID.
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT 20 mins
Representatives from the SLO Chamber will present the quarter report for the Public Relations and Guest
Services activities with the SLO TBID.
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. TOT ORDINANCE REVISION UPDATE 10 mins
The Board will receive an update from Natalie Harnett on the proposed revisions related to the TOT
ordinance.
2. PHOTOGRAPHY ASSEST PRODUCTION PROJECT 20 mins
The marketing agency will present a request for budget allocation for use on an on -going photo and video
production project to fulfill the outstanding photography asset needs for the TBID.
3. SCHEDULING OF FEBRUARY TBID BOARD SPECIAL MEETING 5 mins
The Board will finalize the scheduling of a Special Meeting of the Board in February and the cancellation
of the regular monthly meeting due to staff’s attendance at a conference on behalf of the TBID.
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 – January 2, 2020 Meeting Cancelled
3. MARKETING COMMITTEE UPDATE – January 1, 2020 Meeting Cancelled
4. PCC UPDATE –Minutes: December 11, 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 January 3, 2020, 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 12/11/19 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, December 11, 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, December 11, 2019 at 10:01 a.m. in City Hall’s Council Hearing Room, located at
990 Palm Street, San Luis Obispo, California, by Chair Bruce Skidmore.
ROLL CALL
Present: Chair Bruce Skidmore and Board Members Nipool Patel, LeBren Young-Harris (10:16 a.m.
arrival) Kristin Battaglia, and Pragna Patel-Mueller
Absent: Dean Hutton and John Conner
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Caroline Whitaker and Kelsey Prins from Hotel Cerro introduced themselves.
--End of Public Comment--
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
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY
COMMITTEE MEMBER PATEL, CARRIED 4-0-3, TO APPROVE THE CONSENT AGENDA ITEMS
1 THRU 7.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/11/19 Pg. 2
BUSINESS ITEMS
1. 2020-2022 TBID MARKETING SERVICES RFP
Tourism Manager Cano and RFP Taskforce members presented the draft RFP document and its highlights.
Board members discussed the different components of the draft document and provided feedback. After taking
action on the Marketing Services RFP, board members reviewed the draft Evaluation Sheet and discussed the
evaluation points. Board members provided direction to staff to adj ust the total available evaluation points to a
total scale of 100 points (50 points available for Administration and 50 points available for Scope of Work).
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD
MEMBER PATEL CARRIED 6-0-3, to move and approve the draft 2020-2022 TBID Marketing
Services RFP document as presented.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update –
• Hotel Cerro is planned to open next month
• Liaison property outreach
• New legislative issues
2. Management Committee Update - December 5, 2019 minutes are in the packet for review.
3. Marketing Committee Update – December 4, 2019 minutes are in the packet for review.
4. PCC Update – November 13, 2019 minutes in packet for review.
5. Visit SLO CAL Update – Tourism Manager Cano and Vice Chair Patel;
• The December Marketing Committee was cancelled
• Upcoming staffing changes
• Spartan Race event sponsorship
• Visitor Center update
6. Tourism Program Update – Tourism Manager Cano;
• CCTC East Coast Campaign and shift in president
• Upcoming meeting with Cal Poly NSTP to start discussing SLO Discovery Weekends
• Event sponsorship updates
• Open recruitment for advisory bodies
ADJOURNMENT
The meeting was adjourned at 11:00 a.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, January 8, 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
December 2019WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 46.7 52.9 48.5 100.44 137.83 112.11 46.90 72.96 54.35 -19.9 -2.8 -15.3 -7.00.0 -3.5 -25.5 -2.8 -18.2City of Pismo Beach 34.0 43.1 36.6 115.45 154.72 128.66 39.25 66.70 47.09 -13.6 -11.8 -13.0 3.50.8 2.5 -10.6 -11.1 -10.8City of San Luis Obispo 47.8 50.9 48.6 116.78 146.77 125.74 55.76 74.66 61.16 -11.0 -5.7 -9.5 3.9 3.4 4.0 -7.6 -2.4 -5.8City of Morro Bay36.7 51.1 40.9 92.86 130.74 106.41 34.12 66.87 43.48 -2.0 10.0 2.0 2.8 9.0 6.2 0.8 19.9 8.4WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 50.0 58.0 52.3 99.03 135.89 110.72 49.53 78.88 57.92 -5.8 18.9 0.8 -6.0 4.9 -1.0 -11.5 24.8 -0.2City of Pismo Beach 38.1 57.3 43.6 114.56 159.33 131.39 43.61 91.31 57.24 -1.9 8.2 1.7 2.3 1.5 2.7 0.4 9.8 4.4City of San Luis Obispo 50.8 63.9 54.5 114.20 156.46 128.34 58.02 99.94 70.00 2.9 3.1 2.9 3.2 -2.2 0.9 6.1 0.8 3.9City of Morro Bay39.6 57.0 44.6 91.91 129.49 105.63 36.43 73.80 47.11 18.3 21.5 19.4 6.5 4.0 5.6 25.9 26.4 26.1WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 47.6 51.4 48.7 96.74 130.15 106.81 46.08 66.88 52.02 3.9 -8.0 0.0 -4.4 -1.6 -4.1 -0.8 -9.5 -4.2City of Pismo Beach 40.0 50.4 42.9 114.60 157.28 128.91 45.79 79.29 55.36 -2.2 -10.9 -5.3 4.6 1.2 2.4 2.3 -9.8 -3.0City of San Luis Obispo 47.9 54.5 49.8 109.55 140.30 119.18 52.43 76.47 59.30 -4.3 -1.0 -3.2 2.6 -0.8 1.6 -1.7 -1.7 -1.7City of Morro Bay42.0 50.0 44.3 89.44 129.38 102.33 37.54 64.69 45.30 12.3 -5.4 5.9 2.5 3.3 1.3 15.2 -2.3 7.350.1WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 55.1 90.6 65.3 112.08 172.59 136.09 61.76 156.43 88.81 -14.0 3.1 -7.9 -7.1 7.2 0.8 -20.1 10.6 -7.1City of Pismo Beach 60.0 95.1 70.0 151.86 210.38 174.56 91.15 200.04 122.26 -11.9 7.5 -5.3 -5.93.6 -0.6 -17.1 11.4 -5.9City of San Luis Obispo 59.5 94.6 69.5 132.93 172.23 148.21 79.09 162.87 103.03 -12.1 5.2 -6.1 -2.43.4 1.0 -14.2 8.7 -5.2City of Morro Bay58.1 92.8 68.0 119.53 165.05 137.28 69.39 153.13 93.31 -13.5 4.5 -7.3 -5.9 3.1 -0.9 -18.6 7.7 -8.1RevPar Occupancy (%) ADR RevParADR RevPar Occupancy (%) ADRCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADRWeek of December 22, 2019 to December 28, 2019 Week of December 15, 2019 to December 21, 2019Week of December 8, 2019 to December 14, 2019Week of December 1, 2019 to December 7, 2019RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%)
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2019
Implementation
1) Finalized components for media center page on VisitSLO.com and sent to Matchfire
2) Continued working with Cision on media monitoring services
3) Completed working with Jennifer Sweeney on PR Strategy implementation
Proactive Media Outreach
1) Began pitching TBID’s ‘Money for a Rainy Day’ promotion
2) Began planning media visit for Tanvi Chheda
3) Pitched Hotel Cerro to USA Today for a story on most-anticipated hotel openings in 2020
4) Coordinated SLO visit for Avital Andrews, for a California road trip feature in Via Magazine and SmarterTravel
5) Connected with Carla Snuggs of Posh Beauty Blog through HARO
6) Sent Winter Events release to Central Coast outlets
Partnerships
1) Worked with Bay Area News Group on a story featuring new wineries, breweries & distilleries in SLO
2) Continued working with Hotel SLO & Hotel Cerro’s PR teams on ‘Unpretentious Luxury’ FAM
3) Began working with MINDBODY to host San Diego influencer @SweatinSD
4) Connected with Parker Sanpei to host three freelance journalists in SLO
5) Provided suggestions of what to do in SLO to Alaska Beyond Magazine
6) Submitted content for Travel + Leisure segment on NBC Today
7) Continued helping plan 2020 Denver Travel & Adventure Show activation
8) Continued working with Mindbody & their PR team to discuss future wellness activations trips in 2019-20
9) Finalized SLO activation for a Visit SLO CAL San Diego flight FAM
10) Continued working with Visit SLO CAL to plan San Luis Obispo activation for their January ‘Culinary’ FAM
11) Pitched the following content for Visit California’s Story Ideas.
o New Wellness Retreats
I. Hotel SLO’s Sol Spa is a lux experience with a salt sauna and garden patio
II. Hotel Cerro’s Spa Cerro uses local ingredients in their spa
III. Central Coast Floats offers an unconventional spa experience that can reduce stress and increase energy
o New Hotel Openings
I. Hotel SLO features on-site restaurants and urban modern amenities for a laidback luxury experience
II. Hotel Cerro’s rooftop pool and fully outfitted spa are a relaxation haven for the affluent visitor
o New Museums and Art Installations
I. A new SLOMA photographic exhibit called “Visions of Vietnam” is a profound viewing experience
II. “The Art of Cool” gallery gives 100% of proceeds to charity
III. SLO City beautification efforts in downtown parking garages
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2019
Media Placements
1. The 50 Best Places to Travel in 2020
Travel + Leisure names the Central Coast of California
in its international list of best places to travel for
2020. We worked with Tanvi Chheda on the piece,
which will have a longer spread in their spring print
magazine.
UVPM: 3.17M
AD VALUE: $2,551
2. 8 underrated US destinations that should be on your
radar in 2020
Alex Beaven, who was hosted by the City in
partnership with Visit SLO CAL in the fall, includes SLO
third in the top eight places to visit in 2020. The story
was originally featured in Oyster and has been picked
up Adams Publishing Group affiliates.
UVPM: 1.54M
AD VALUE: $354
3. SLO County Sips: 3 new wineries, 1 brewery and 1
distillery
The Mercury News feature what’s new in the beer
and wine scene in San Luis Obispo. We worked with
writer, Jessica Yadegaran to highlight top places to sip
in SLO.
UVPM: 8.95M
AD VALUE: $7,201
4. The Most Anticipated Hotel & Resort Openings
in 2020
Red Tricycle includes Hotel Cerro on their round up of
hotel openings. The piece touts San Luis Obispo’s
expansive outdoor space as a draw for visitors to the
area.
UVPM: 1.57M
AD VALUE: $362
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2019
5. Most Fitness-Friendly Places for 2020
SmartAsset researchers analyzed cities across the US
looking at statistics for commuters who walk or bike,
percentage of fast food restaurants, number of
fitness business and more. San Luis Obispo came in
at #13.
UVPM: 1.2M
6. Santa Monica To San Luis Obispo
Visit California breaks down a road trip from Santa
Monica to San Luis Obispo geared toward their UK
audience. Must sees in SLO include the Mission,
Madonna Inn, Farmers’ Market and more.
UVPM: 1K
7. SLO’s Madonna Inn is ‘all decked out’ for the
holidays. See the dazzling decorations
Daily Republic covers Madonna Inn’s must-see
holiday decor, noting that it takes the crew almost a
month to get the property completely decorated.
UVPM: 158K
8. CheapOair Expects a Rise in Travel
Global Traveler reports a 4-6 percent global increase
in passengers for 2020 noting that wine regions such
as San Luis Obispo are popular destinations because
of their, “beautiful wineries with breath-taking views
and much smaller crowds”.
UVPM: 163K
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2019
9. Gensler to Complete the New Laidback Hotel San
Luis Obispo in California
Digital outlets Ladies Want More and Da Vinci
Lifestyle feature the launch of Hotel SLO a laid-back
luxury property reflective of its location.
UVPM: 2K
10. Hotel Brands Add to Collections
Hotel Business reports historic Garden Street Inn will
be getting a makeover as it joins the Kirkwood
Collection brand. A new boutique restaurant and wine
bar will launch as well upon its 2021 completion.
UVPM: 49K
11. Boutique Owner/Operator Kirkwood Collection
Looks To Make A Name For Itself
Hotel Interactive also covers the Garden Street
Inn’s inclusion n the Kirkwood family. The article
quotes Kirkwood’s owner who says his goal is to
make this property “the crown jewel of the
portfolio due to its historic nature”.
UVPM: 41K
Events:
12. #ShareSLO Mission Prep Christmas Classic
KSBY covers the four days of games for Mission
Prep’s Christmas Classic.
o Day 1, Day 2, Day 3, Day 4
UVPM: 756k
13. From the Vine: Family friendly holiday events in
wine country
The Santa Maria Times covers multiple wine events
on the Central Coast, including “must visit” Fillipponi
Ranch’s “end of year celebration”.
UVPM: 187K
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2019
14. Ballet Theatre SLO presents A Christmas Carol
New Times shares information on the Ballet
Theatre’s holiday performance at the PAC.
UVPM: 26K
15. Hotel San Luis Obispo opens its doors to the
community
KSBY reports on Hotel SLO’s community open house,
welcoming locals with complimentary holiday treats
and property tours.
UVPM: 189K
HAPPENING NOW
• Rainy Day Promotion Underway
• New Monthly ‘Be Here’ Ad Creation
• Influencer Activations
KEY WEBSITE OVERVIEW & METRICS
In summary, while we are seeing a very slight dip in traffic,
-3% in users year-over-year, we are seeing very positive user
behavior patterns across the site. It is very apparent that we
have an incredibly engaged and interested audience; visits
to our hotel page are up 49% year-over-year and visits to our
homestay page are up 71% year-over-year. During the month
of December we sent 607 referrals to lodging properties.
DECEMBER 2019Agency Report
Metrics Month Totals YoY % Change
Sessions 15,063 -4%
Page Views 29,672 +6%
Users 13,063 -3%
WEBSITE AUDIENCE
Pages Month Totals YoY % Change
Hotel 4,197 +49%
Homestay 220 +71%
WEBSITE PAGEVIEWS
Conversions Month Totals YoY % Change
Book Now 142 -25%
Visit Website 130 +29%
Website 335 +31%
WEBSITE GOALS
Top Demographic Regions
Los Angeles
San Luis Obispo
San Francisco
TOP DEMOGRAPHIC REGIONS
EMAIL OVERVIEW & HIGHLIGHTS
64 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 50% 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
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
27% increase in total followers year-over-year and a
28% increase in total engagements year-over-year.
• Cross-promotion on Cal Poly social channels
• Ticket Tuesday promotion
• Money for a Rainy Day influencer research & proposals
• Community blog posts:
-NYE in SLO
-Be Energized Here: 2020 in SLO
-Winter 2020 Shows in SLO
-Celebrating Multicultural Holiday Traditions on the
Central Coast
SLOTBID AGENCY REPORT | DECEMBER 2019
BE HERE | WORD OF THE MONTH
SLOTBID AGENCY REPORT | DECEMBER 2019
GOOGLE SEARCH
We served 113,634 impressions and 1,664 clicks for a
CTR of 1.46%. Additionally, we had 2,602 conversions, a
major increase from the 2,351 conversions in November,
as well as 1 phone call.
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 added responsive text ads
to the following adgroups:
• Golf
• Hiking
• Biking
GMAIL
We received 40,629 impressions and 7,122 clicks for a
CTR of 17.53%, which is an increase from the 16.48%
we had in November. We saw an additional 843
conversions, which is up from 361 last month, as well as
4 gmail forwards, 71 saves, and 406 clicks through to
the website, for a total engagement rate of 20.79%.
As an optimization effort, we began testing the
‘Maximize Conversions’ bidding strategy to see if it would
help lift the performance of the campaign. So far, it has
been successful. This spike in performance can be seen
in the ‘Impressions vs Clicks by Day’ graph on page 11.
FACEBOOK
We received 598,069 impressions and 734 clicks for a
CTR of 0.12%. We were able to reach 336,959 unique
users, for an average frequency of 1.77, which is
within our benchmark goal of 1.50-3.50. Additionally,
there were 12 post reactions, 1 post share, and 1
comment.
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 | DECEMBER 2019
INSTAGRAM
We have seen 804,798 impressions and 699 clicks
for a CTR of 0.09%, a huge increase from November’s
0.05%. We have reached 262,464 unique individuals
for an average frequency of 3.07, which is within our
benchmark goal of 1.50-3.50. Additionally, there were
399 post reactions, 12 post shares, 35 post saves, and 1
post comment, a major improvement from the 63 post
reactions, 1 post comment, 14 saves, and 1 post share
we had in November.
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 190,277 impressions and 3,636
engagements, which is nearly 1,000 more than
November’s 2,644 engagements, for an overall
engagement rate of 1.91%. Of these engagements,
3,083 were closeups (when someone expands the pin),
12 were saves, and 541 were secondary clicks, or direct
clicks to the website, resulting in a CTR of 0.28%. We
also saw 3 conversions as a result of this campaign.
GOOGLE ANALYTICS
Of the 2,388 sessions, 94.03% were new sessions,
which resulted in 1.25 pages viewed per session and
2,013 goal completions. The bounce rate for the month
was 87.56%.
We saw the following improvements from November:
• Sessions increased by 56
• Average Session Duration increased by 0:08
• New Users increased by 71
• % New Sessions increased by 1.85%
• Goal Completions increased by 299
Report to City of SLO – TBID
Phone Line and Availability Contract
December 2019
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
December
2018
December
2019
Calls to
1-877-SLO-TOWN
16 21 17 14 50 68
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
December
2018
December
2019
Email Response 14 14 15 16 58 59
Phone Calls to
Hotels
51 63 62 49 181 225
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
December
2018
December
2019
Visitors Served
(Walk-ins)
1,601 1,433 1,879 1,775
6,067 6,688
Farmers’ Market* n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
367 388
390
274
1,321 1,419
*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$ 712,332$ 1.1%November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 519,193$ 565,129$ 248,596$ ‐56.0%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 67.8 67.4 ‐1.6 143.2 147.1 4.0 97.0 99.2 2.4December 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 70.82 74.24 ‐2.2 153.66 165.81 3.8 109.87 123.71 1.5Occupancy ADRTOT ComparisonRevPAR*November - Missing 23 hotel property TOT reports due to holiday timing*Figures from Smith Travel Research Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 11, 2019 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, December 11, 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, December 11, 2019 at 5:31 p.m. in the Council Hearing Room, located at
990 Palm Street, San Luis Obispo, California, by Chair Dixon.
ROLL CALL
Present: Committee Members Melissa Godsey, Ryan Heath, Vice Chair John Thomas, and
Chair Dana Matteson
Absent: Committee Members Bruce Skidmore, Daniel Levi , and Melissa Godsey left at
7:03pm
Staff: Tourism Manager Molly Cano and Recording Secretary Bailey Hicks
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER Heath, SECONDED BY
COMMITTEE MEMBER Thomas, CARRIED 4-0-1, to approve the Consent Agenda items 1 thru
7.
C.1 Minutes of the Meeting on November 13, 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
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 11, 2019 Page 2
C.7 TOT Report
PRESENTATIONS *Presentations and Business Items order rearranged
1. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT
Jacqui Clark-Charlesworth, SLO Chamber provided a PowerPoint presentation and
responded to Committee inquiries. Slip Stay and Save with engagement from social media
presence.
Public Comment
None
--End of Public Comment--
No action was taken on this item
BUSINESS ITEMS
2. BANNER PROJECT UPDATE
Molly Cano, Tourism Manager, reviewed the status of the banner project including the
holiday banner program, installation of the railroad square banners and the budget request
for program expansion.
Molly went over three items for the Rail Road Square Project. The committee approved
funding, III development timeline, and went over new banner designs.
Committee discussed the Holiday Banners, including the press release ready to go out and
news item will be released.
Molly presented the pending projects, banners phase two with CMR request and mid-year
budget request, style guide, merchandising for Visitor Center and Downtown SLO.
Public Comment
None
--End of Public Comment--
ACTION: No Action Taken
3. GIA APPLICATION REVIEW
Molly Cano, Tourism Manager reviewed the 2019-20 GIA application template and process.
Committee reviewed the language in the application. Committee suggested to make line item
show importance of the quality of life for constituents. Went over guidelines, including
diversity, inclusivity, sustainability efforts. Discussed tiers, how to distinguish between the
tiers. Discussed the possibility of dropping the tiers from the application and only in the
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 11, 2019 Page 3
matrix. Changing the wording for the tiers, to up to amounts. Approval will be done at the
January 8th meeting.
Public Comment
None
--End of Public Comment--
ACTION: No action taken
4. MURAL PROJECT
Molly Cano, Tourism Manager discussed with the committee the location options for the
downtown mural project that the PCC has allocated funding to implement. PCC Budget
Allocation for $6000 with Canned Pineapple. Molly presented the change in placement of the
mural, from parking structure to the arch in front of the Marsh parking structure. Needs approval
to continue to explore the arch. Public art can match up to $7500. Committee Chair Matteson
discussed the safety hazards with the arch.
ACTION: UPON MOTION BY COMMITTEE MEMBER GODSEY, SECONDED BY
COMMITTEE MEMBER THOMAS, CARRIED 4-0-1, (Committee Member Skidmore absent
from the vote) to approve the direction and location of the mural to the Marsh Street parking
structure arch.
PCC LIAISON REPORTS AND COMMUNICATION
1. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT
Thomas provided a brief report regarding information on the city update emails.
2. GIA UPDATE – LIAISON REPORT
Committee Member Godsey provided a brief report regarding the Crisper event.
Heath provided update on contact with Katy from Face matters.
3. TBID BOARD REPORT – TBID Meeting Minutes: November 13, 2019
Molly provided a brief overview of the TBID Board Meeting. TBID has been working on the
approval of RFP, open until February 28th.
4. TOURISM PROGRAM UPDATE
• Tourism Manager Cano provided a brief Tourism Program update.
• Sip Stay Save total report is going to the next TBID month.
• Strategic partnerships CCTC.
• Cal Poly Parents Program.
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 11, 2019 Page 4
• Denver Activation, and San Diego Flight.
• SLO Marathon discontinued in the community.
• Open seats and general recruitment.
ADJOURNMENT
The meeting was adjourned at 07:12 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, January 8, 2020 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/2020
-Industry Engagement -
Visit SLO CAL
Activity Report, November 2019
Visit SLO CAL Welcomes Kim Caldwell, Digital Marketing
Coordinator
Please help us welcome Digital Marketing Coordinator, Kim Caldwell.
Kim comes to Visit SLO CAL with many years of marketing, event and
project coordination e xperience. Kim will be Visit SLO CAL’s point of
contact for all things paid media, digital and research. Say hello! Kim’s
email is Kim@SLOCAL.com.
Board Approved Destination Management Work Plan
On November 20, the Vi sit SLO CAL Board of Directors approved the Work
Plan provided by Resonance Consultancy for the Destination Management
Strategy. This plan begins to detail out the necessary steps to implement the
28 recommendations from the strategy. In the coming months, Visit SLO CAL
will be meeting with community leaders and will host a public forum to
encourage participation from our partners and community members.
Visit SLO CAL Takes SAVOR to the San Diego Bay Wine &
Food Festival
November 15-16, Visit SLO CAL’s Vice President of Marketing Brooke
Burnham and Marketing and Brand Manager Jordan Carson attended the
San Diego Bay Wine & Food Festival. In its fourth year, the SAVOR booth
brought the colorful SLO CAL brand and way of life to consumers with
selfie spots, fabric draping, lawn games and seating areas. Pismo Beach
along with ten wine, beer and food partners filled the space, of which
eight were first-time participants.
Visit SLO CAL Attends World Travel Market in London
November 5-6, Visit SLO CAL’s Director of Travel Trade Michael Wambolt
attended the World Travel Market in London, the largest global travel event
in the United Kingdom. SLO CAL utilized its partnership with Black Diamond
to book appointments with trade and media during this two-day event and
was the only Central Coast destination in attendance.
0
-PR and Travel Trade -
Visit SLO CAL-Assisted Media Placements
•AAA Via (Print) – November 1, 2019 (SoCal’s best beach towns)
•Lonely Planet (Online) – November 5, 2019 (8 Adrenaline-Filled U.S. Trips for Teens)
•AARP (Online) – November 8, 2019 (8 Affordable U.S. Destinations for 2020)
•ArcaMax (Online) – November 12, 2019 (8 Underrated U.S. Destinations That Should Be on
Your Radar in 2020)
•Sunset (Online) – November 15, 2019 (These Holiday Markets Boast Chic Artisan Goods and
Loads of Cheer)
•The Points Guy (Online) – November 16, 2019 (Second Cities: The best destinations to visit
from Los Angeles)
•TripSavvy (Instagram) – November 21, 2019 (Sherri Gardner Social Takeover)
Recent Media Hosted
•Grace Verdon (Black Diamond) – Nov. 13-17
•Kim Leuenberger (Influencer) – Dec. 10-13
Upcoming Media Hosting
•Roamaroo – December 15-18
•San Diego FAM – January 7-10
•Culinary FAM – January 9-13
Travel Trade
•Recent:
o World Travel Market, Nov. 5-6
§London, UK
o National Travel Association Travel Exchange, Dec. 8-12
§Fort Worth, TX
o CalSAE Seasonal Spectacular, Dec. 12-13
§Sacramento, CA
•Upcoming:
o SLO CAL Tour and Travel Sales Mission, Jan. 27-29
§Southern California
Visit SLO CAL is a 501c6 tourism non-profit. For more information please call (805)541-8000.
Bubblegum Alley
featured on
Forbes.com (left);
Cambria Christmas
Market featured on
Sunset.com (right)
VISIT SLO CAL
WEB ACTIVITY
SESSIONS: 69,062
USERS:56,578
PAGE VIEWS:124,797
AVG. PAGE VIEWS/VISIT: 1.81
AVG. TIME ON SITE: 2:38
TOTAL ORGANIC TRAFFIC: 34,411
PARTNER REFERRALS:6,924
MOST VISITED EVENT PAGE: FIELD OF
LIGHT (1,641 PAGEVIEWS)
MOST VISITED BLOG: THANKSGIVING
IN SLO CAL (1,373 PAGEVIEWS)
VISIT SLO CAL
SOCIAL MEDIA ACTIVITY
FACEBOOK: 64, 995
TOT. ORGANIC IMPRESSIONS:
94,190
HIGHEST ORGANIC REACH: A
SERENE DUSK OVER MORRO BAY
(16,698)
HIGHEST ORGANIC ENGAGEMENT: A
SERENE DUSK OVER MORRO BAY
(2,218)
FOLLOWERS
TWITTER:8,739
TOT. ORGANIC IMPRESSIONS:
32,791
PINTEREST: 778
INSTAGRAM: 31,602
TOT. ORGANIC IMPRESSIONS:
999,881
VISITOR GUIDE DIST.
SLOCAL.COM: 55
LOCAL DELIVERY: 200
THIS MONTH IN SLO CAL
SUBSCRIBERS 35,360
OPENS:4,505
THIS WEEK IN SLO CAL
CIRCULATION: 2,084
MOST CLICKED LINK:
STR REPORT
October 2019 vs October 2018 Lodging Statistics (STR, Inc.)
N ov 1, 2019 - N ov 30, 2019 ▼
No vember 2019
|
SEO REPORT
N ov 1, 2019 - N ov 30, 2019 ▼
Overall Tra c
Tra c Summary
So urce Summary
GEO Summary 1&2
D evice Breakdown
Engagement Yo Y 1&2
To p Content
Referrers & Campaigns
In-Market vs Visito r
TABLE OF CONTENTS
Orga nic Tra c
Onsite Perfo rmance
Engagement Yo Y 1&2
Listings, Ext. Link s, & Go als
Listings & Ex t. Links Yo Y
Ranking Perfo rmance
Executive Summa ry
Analysis & Recommendations
1 2 3
N ov 1, 2019 - N ov 30, 2019 ▼
EXECUTIVE SUMMARY
Total Tra c
Overview
Organic Tra c
Overview
Organic Tra c by Section
Sessi ons
69,062
4,577
Sessions
69,062
7.1%
Sessions
34,411
1,817
Sessi ons
34,411
5.6%
Bounce Rate
55.47%
282.1%
Pages / Sessi on
1.81
-14.3%
Avg. Session Duration
00:02:23
-11.3%
Bou nce Rate
46.78%
337.9%
Pages / Session
1.98
-12.5%
Avg. Sessi on Du rati on
00:03:01
-14.8%
Sessions
309
-102
Stay
309
-24.8%
Sessions
2,503
275
Thi ngs to Do
2,503
12.3%
Sessions
2,650
489
Li sti n gs
2,650
22.6%
Sessions
4,914
2,440
Bl og
4,914
98.6%
Sessions
4,379
661
Expl ore
4,379
17.8%
Landing Page Sessions
/stay/119
/stay/vacation-rentals/64
▼
Landing Page Sessions
/thing s-to-do/505
/thing s-to-do/shopping/shopping-centers/231
▼
Landing Page Sessions
/listing/elephant-seal-vista-point/1884/144
/listing/irish-hills-natural-reserve/1691/123
▼
Landing Page Sessions
/blog/post/thanksg iving-in-slo-cal/1,163
/blog/post/iconic-eats-every-visitor-should-try/896
▼
Landing Page Sessions
/explore/san-luis-obispo/492
/explore/paso-robles/328
▼
* Issu es wi th tracki ng el emen ts cau sed the Bou n ce Rate to b e arti cial ly low. Th ese i ssues were resol ved end of April 2019. May 2020 we'll have accu rate YoY
compari son s.
** As Session Durati on is not measured when a user b ou nces, Sessi on Du rati on wil l b e arti cially in ated when Bounce Rate is arti cially l ow.
**
****
N ov 1, 2019 - N ov 30, 2019 ▼
Anal ysi s
Your Organic Sess ions continue to grow YoY. New content (new pages and improved pages) are 1000% respons ible for
this growth (approxi matel y 2,500 s essi on due to new/improved c ontent compared to 1,800 new sessi ons). The YoY
growth of the Calendar of Events page seems to defy the industry trend of su eri ng Events sections. The Explore
s ection continues to do well, and new Blog content is havi ng a pos iti ve impact on YoY organic numbers. The Stay
s ection continues to present challenges, though there may be some opportunities for growth.
Recommendati ons
As evi denc ed by your YoY organi c growth, new content is vi tal. Applying this pri nci pl e to the Stay s ection shoul d have
a posi tive i mpac t on tra c . Looking at stay-related keyword trends over the last 2 years (which matc hes searc h trends
in general) speci ci ty rules the day. Consider bui lding pages for speci c s tay types in speci c l ocati ons , near speci c
attracti ons or for spec i c events.
Examples to consi der:
Paso Robles Bed and Breakfast: 880 AMS
Hotels N ear Paso Robles: 320 AMS
Paso Robles Res orts: 480 AMS
Paso Robles Dog Friendly Hotels 260 AMS
Downtown Paso Robles Hotel s 210 AMS
Paso Robles Luxury Hotels 210 AMS
Wine Country RV Resort Paso Robl es 140 AMS
An alysis & Recommen dations
N ov 1, 2019 - N ov 30, 2019 ▼
OVERALL TRAFFIC
N ov 1, 2019 - N ov 30, 2019 ▼
Month Sessions Users Bounce Rate Pageviews Pages / Session Avg. Session Duration
N ovember 69,062 56,578 55.47%124,797 1.81 00:02:23
October 91,059 67,765 55.6%164,840 1.81 00:02:17
Septemb er 84,035 63,237 55.35%150,387 1.79 00:02:23
Augu st 88,330 67,492 54.65%162,260 1.84 00:02:27
July 85,978 69,100 54.57%158,975 1.85 00:02:34
June 94,331 79,837 58.12%165,491 1.75 00:02:27
Sessi ons Sessions (Jan 1, 2018 - Dec 31, 2018)
Jan 2019 Feb 2019 Mar 2019 A pr 2019 May 2019 Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019 Dec 2019
0
50K
100K
150K
Overal l Tra c Sum mary | 6 Months & YTD
How is my total tra c performi ng over ti me?
by Sessi ons, Users, Bou n ce Rate, Pageviews, Pages p er Sessions, and Avg. Session Duration
How are users from all sources trendi ng over time?
by Sessi ons Year over Year
N ov 1, 2019 - N ov 30, 2019 ▼
Channel Sessions % Δ % of Sessions % Δ
Organic Search 34,411 5.6%49.83%-1.4%
Paid Search 15,440 31.4%22.36%22.7%
Direct 6,860 41.3%9.93%31.9%
Display 4,656 220.0%6.74%198.8%
(Other)4,452 -58.8%6.45%-61.6%
Referral 1,828 -20.0%2.65%-25.3%
Social 1,404 91.3%2.03%78.6%
Email 11 450.0%0.02%412.9%
Grand total 69,062 7.1%100%0.0%
▼
What channels are my websi te vi si tors coming from?
b y Channel, Sessions, and Percent of Sessions Year over Year
Overal l Tra c Sum mary | Last Month
2.00
00:01:39
54.83%
Industry Average
1.81
00:02:23
55.47%
SLOCAL.com
Total Pag es Per Session
Total Avg Session Duration
Total Bounce Rate
Org anic Pag es Per Session
Org anic Avg Session Duration
Org anic Bounce Rate
1.98
00:03:01
46.78%
Metric % Di erence
00:02:07
1.97
47.95%
1.17%
1.17%
0.43%
54.54%
-2.45%
How does my websi te perform compared to the i ndustry averages?
b y Pages per Session, Avg. Session Duration, and Bounce Rate for All and Organi c Tra c
-9.87%
N ov 1, 2019 - N ov 30, 2019 ▼
City Sessions % Δ
Los Ang eles 8,668 -14.4%
San Francisco 5,489 7.6%
San Luis Obispo 4,834 14.9%
San Diego 3,408 250.3%
Paso Robles 1,605 54.3%
Arroyo Grande 1,083 3.1%
Irvine 1,031 71.0%
Atascadero 1,013 -9.1%
Morro Bay 980 43.9%
San Jose 843 7.0%
Sacramento 749 7.6%
Nipomo 715 81.9%
Baywood-Los Osos 585 -29.0%
Fresno 555 27.9%
Bakers eld 452 15.3%
Santa Maria 418 -8.1%
Chula Vista 378 1,203.4%
▼
What ci ties are users from?
by City, Sessions, and % Change Year over Year
Overal l Tra c In-State Summ ary | Last Month
111 8,6688,6688,668
N ov 1, 2019 - N ov 30, 2019 ▼
City Sessions % Δ
Las Veg as 1,309 452.3%
Phoenix 1,128 -45.1%
Dallas 932 409.3%
Seattle 816 -35.8%
Denver 637 -38.7%
New York 431 76.6%
Chicago 328 129.4%
Co eyville 279 35.4%
Washington 219 121.2%
Mesa 158 -34.7%
Scottsdale 153 -19.5%
Fort Worth 139 892.9%
Boardman 119 21.4%
London 114 67.6%
Austin 112 25.8%
Portland 112 36.6%
Aurora 109 -30.1%
Arlington 102 343.5%
▼
What ci ties are users from?
by City, Sessions, and % Change Year over Year
Overal l Tra c Out of State Summ ary | Last Month
333 1,3091,3091,309
N ov 1, 2019 - N ov 30, 2019 ▼
Device C…Sessions % Δ Bounce Rate % Δ Pages / …% Δ A vg. Session Dur…% Δ
📱 Mobile 44,571 8.1%61.45%320.5%1.48 -19.6%00:02:01 -8.7%
🖥 Desktop 20,757 11.4%42.72%192.6%2.53 -6.9%00:03:10 -13.8%
📱Tablet 3,734 -19.4%54.95%313.1%1.77 -16.9%00:02:23 -19.5%
Grand total 69,062 7.1%55.47%282.1%1.81 -14.3%00:02:23 -11.3%
▼
What devi ces are users on my si te using?
b y Devi ce Category, Session s, Bou n ce Rate, Pages per Sessi on, and Avg. Sessi on Du rati on
Overall Tra c De vice Bre akdown | Last Month
Landing Page Sessio…% Δ
/4,069 -68.4%
/blog/post/sweeten-family-time-in-slo-cal-with-fall-apple-pi…2,127 -
/san-sbp/1,881 -
/events-and-festivals/1,648 -19.6%
/blog/post/which-slo-cal-beach-vibe-are-you/ /935 -
/events-and-festivals/events-calendar/901 83.1%
/blog/post/iconic-eats-every-visitor-should-try/812 -
/blog/post/thanksgiving -in-slo-cal/780 1,802.4%
/?fy20_tra c_awareness_miles=735 -
/event/lighted-boat-parade/3609/724 -22.5%
What are the top pages for mobil e users?
b y Page an d Session s Year over Year
Landing Page Sessio…% Δ
/3,522 -26.6%
/san-sbp/1,246 -
/events-and-festivals/1,099 -25.9%
/events-and-festivals/events-calendar/485 67.8%
/events-and-festivals/holiday-events-festivals/380 -20.3%
/event/ eld-of-light-at-sensorio/5916/352 -
/blog /post/thanksgiving-in-slo-cal/335 5,483.3%
/events-and-festivals/live-music-concerts/234 -8.9%
/blog /post/slo-cal-wine-is-just-a- ig ht-away/234 -
/blog /post/discover-the-california-less-traveled/213 -
What are the top pages for desktop users?
by Page and Sessions Year over Year
mobile
de sktop
t ablet
30.1%
64.5%
N ov 1, 2019 - N ov 30, 2019 ▼Engagem ent Stats - YoY Overall Tra c - P art 1
Bou n ce Rate Bounce Rate (previ ou s year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
0%
20%
40%
60%
Users Users (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
40K
60K
80K
Pagevi ews Pageviews (p revi ous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
100K
150K
200K
250K
N ov 1, 2019 - N ov 30, 2019 ▼Engagem ent Stats - YoY Overall Tra c - P art 1
Pages / Session Pages / Session (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
1.5
2
2.5
3
Avg. Sessi on Du ration Avg. Sessi on Durati on (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
00
02:00
04:00
Entrances Entrances (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
40K
60K
80K
100K
N ov 1, 2019 - N ov 30, 2019 ▼
Top Landing Pages Sessions
/7,947
/san-sbp/3,316
/events-and-festivals/2,916
/blog/post/sweeten-family-time-in-slo-cal-with-fall-apple-picking-and-tasti…2,210
/events-and-festivals/events-calendar/1,506
/blog/post/thanksg iving-in-slo-cal/1,200
/event/ eld-of-light-at-sensorio/5916/1,049
/blog/post/iconic-eats-every-visitor-should-try/979
/events-and-festivals/holiday-events-festivals/974
/event/lighted-boat-parade/3609/954
Top Conte nt| Last Month
How are use rs engagi ng wi th my l andi ng page s?
b y Sessions, Avg. Session Duration, and Bounce Rate
Page Pageviews
/10,690
/events-and-festivals/5,376
/san-sbp/4,183
/events-and-festivals/events-calendar/3,516
/blog/post/sweeten-family-time-in-slo-cal-with-fall-apple-picking …2,498
/event/ eld-of-light-at-sensorio/5916/2,095
/things-to-do/1,981
/events-and-festivals/holiday-events-festivals/1,776
/stay/1,486
/blog/post/thanksgiving -in-slo-cal/1,428
▼
Exit Page Exits
/5,637
/events-and-festivals/2,127
/san-sbp/3,214
/events-and-festivals/events-calendar/1,579
/blog /post/sweeten-family-time-in-slo-cal…1,974
/event/ eld-of-light-at-sensorio/5916/1,208
/things-to-do/811
/events-and-festivals/holiday-events-festi…767
/blog /post/thanksgiving-in-slo-cal/1,097
/events-and-festivals/live-music-concerts/659
N ov 1, 2019 - N ov 30, 2019 ▼
Campaign Source / Medium Sessions % New Ses…Avg. Session D…Bounce Rate
fy20_miles Sojern / display 2,374 82.98%00:01:17 68.7%
fy20_miles_sandieg o Sharethrough / Native 1,746 91.07%00:00:25 87.11%
fy20_miles_sandieg o MiQ / display 973 89.83%00:01:05 71.12%
fy20_miles_sandieg o Sojern / display 950 91.05%00:00:52 50.21%
fy20_miles_sandieg o facebook / video 912 86.84%00:00:53 71.27%
fy20_miles_sandieg o MiQ / video 586 96.08%00:00:40 74.57%
Sitelink goodway / sem 568 78.17%00:01:44 60.74%
CA_TO-DO goodway / sem 181 96.69%00:01:10 71.82%
fy20_video_miles facebook / video 143 95.1%00:01:05 76.22%
Grand total 8,919 86.33%00:01:01 71.04%
Re ferrers and Campai gns
How are use rs engagi ng wi th my l andi ng page s?
b y Sessions, Avg. Session Duration, and Bounce Rate
Source Sessions Bounc…Avg. Se…Pages / S…
m.facebook.com 947 78.67%00:00:52 1.26
visitcalifornia.com 441 39.68%00:03:49 2.73
facebook.com 205 84.39%00:00:50 1.22
slocal.simpleviewcms.com 188 10.64%00:14:26 5.71
avilavillageinn.com 185 37.84%00:04:00 2.61
visitavilabeach.com 130 49.23%00:03:33 2.82
slocal.extranet.simpleviewcrm.com 90 17.78%00:04:52 2.66
l.instagram.com 70 55.71%00:02:43 1.6
slocal.com 67 44.78%00:01:02 1.85
l.facebook.com 62 50%00:02:29 1.87
Grand total 3,132 54.12%00:03:00 2.12
▼
N ov 1, 2019 - N ov 30, 2019 ▼In-Market vs Visitor
How are use rs engagi ng wi th my l andi ng page s?
b y Sessions, Avg. Session Duration, and Bounce Rate
Sessions
0 2K 4K 6K 8K 10K 12K 14K 16K
Out of
Market
In-
Market
15,937
4,820
Sessions
0 5K 10K 15K 20K 25K 30K 35K 40K 45K
Out of
Market
In-
Market
41,305
7,000
Desktop
M ob il e
N ov 1, 2019 - N ov 30, 2019 ▼
ORGANIC TRAFFIC
N ov 1, 2019 - N ov 30, 2019 ▼
Pages / Session
1.98
-12.5%
Avg. Sessi on Du rati on
00:03:01
-14.8%
% New Sessions
73.87%
5.2%
Session s Sessi ons (Jan 1, 2018 - Dec 31, 2018)
January February March A pril May June July August S eptember October November December
20K
30K
40K
50K
60K
Bounce Rate
46.78%
337.9%
How are organic se ssi ons tre nding?
by Sessi ons Year over Year
Landing Page Sessions % Δ % of Total % Δ
/3,598 -21.7%10.92%-28.2%
/events-and-festivals/2,483 -22.7%7.53%-29.1%
/events-and-festivals/events-calendar/1,182 47.2%3.59%35.1%
/blog /post/thanksgiving-in-slo-cal/1,163 23,160.0%3.53%21,286.7%
/events-and-festivals/holiday-events-festivals/908 -21.9%2.76%-28.3%
/blog /post/iconic-eats-every-visitor-should-try/896 -2.72%-
/event/lig hted-boat-parade/3609/879 -26.3%2.67%-32.3%
/event/ eld-of-light-at-sensorio/5916/860 -2.61%-
/events-and-festivals/live-music-concerts/642 7.9%1.95%-0.9%
/things-to-do/505 25.6%1.53%15.3%
…
What pages are organic search visitors landing on?
by Lan d ing Page, Sessions, and Percent of Total Session s Year over Year
Organic Se arch Onsite Performance | Last Month
Organic Sessi on s
34,411
1,817
Organi c Sessions
34,411
5.6%
N ov 1, 2019 - N ov 30, 2019 ▼Engagem ent Stats - YoY Organic Tra c - Part 1
Bou n ce Rate Bounce Rate (previ ou s year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
0%
20%
40%
60%
Users Users (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
20K
30K
40K
50K
Pagevi ews Pageviews (p revi ous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
50K
100K
150K
N ov 1, 2019 - N ov 30, 2019 ▼Engagem ent Stats - YoY Organic Tra c - Part 2
Pages / Session Pages / Session (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
1
2
3
4
Avg. Sessi on Du ration Avg. Sessi on Durati on (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
00
02:00
04:00
Entrances Entrances (previous year)
Jun 2019 Jul 2019 Aug 2019 Sep 2019 Oct 2019 Nov 2019
20K
40K
60K
N ov 1, 2019 - N ov 30, 2019 ▼Listi ngs, External Links, and Goal s
Link to W ebsite Total Clicks
Apple Farm Restaurant 47
Tolosa 47
Sycamore Mineral Springs Resort & Spa 44
Nitt Witt Ridge 44
Wol Vineyards Edna Valley 43
Biddle Ranch Vineyard House & T astin…43
See Canyon Fruit Ranch 42
Elephant Seal Vista Point 41
Mission San Luis Obispo de T olosa 39
Swing ing Bridge 39
▼
Website re ferral s to Partners
b y Partner and Cli cks
Goal s
b y Goal and Completion s
Link to W ebsite Total Clicks
Nitt Witt Ridge 68
Swinging Bridg e 67
Hearst Castle 62
El Moro El n Forest 48
Tolosa 42
Bishop Peak 39
Hearst Ranch Winery San Simeon 36
Wol Vineyards Edna Valley 35
Moonstone Beach 34
Mission San Luis Obispo de Tolosa 32
▼
Link to Detai l Clicks for Partners
by Partner an d Cl icks
Event Label Total Events
www.sensoriopaso.com/598
www.applefarm.com/slo-wine-country/san-lui…362
www.morrobay.org/event/lighted-boat-parad…313
pasoroblesdowntown.org/downtown-calendar/293
www.alaskaairlines.com 287
www.facebook.com/events/25556632277952…235
static1.squarespace.com/static/5a550e02692…233
www.caferomaslo.com/wp-content/uploads/2…221
www.seaventure.com/pismo-beach-dining /m…208
static1.squarespace.com/static/58d4579c15d…199
▼
External Li nks
b y Web site and Cl icks
Visitor MagazineRequest MediaRequest Meetings RFP EnewsletterSign-up
209 0 0 17
▼
N ov 1, 2019 - N ov 30, 2019 ▼Listi ngs, External Links, and Goal s
Total Clicks Total Clicks (previous year)
Jun 2019
Jul 2019
Aug 2019
Sep 2019
Oct 2019
Nov 2019
3K
4K
5K
6K
Website re ferral s to Partners
b y Partner and Cli cks
Goal s
b y Goal and Completion s
Total Clicks Total Clicks (previous year)
Jun 2019
Jul 2019
Aug 2019
S ep 2019
Oct 2019
Nov 2019
3K
4K
5K
6K
7K
Link to Detai l Clicks for Partners
by Partner an d Cl icks
Total Events Total Events (previous year)
Jun 2019
Jul 2019
Aug 2019
Sep 2019
Oct 2019
Nov 2019
5K
6K
7K
8K
9K
10K
External Li nks
b y Web site and Cl icks
Total Clicks Total Clicks (previous year)
Jun 2019
Jul 2019
Aug 2019
Sep 2019
Oct 2019
Nov 2019
6K
8K
10K
12K
N ov 1, 2019 - N ov 30, 2019 ▼
Query Clicks % Δ Average Position % Δ Site CTR
san luis obispo 2,592 -21.7%2.67 30.6%2.5%
san luis obispo events 268 -13.8%1.66 23.1%26.07%
visit slo cal 179 55.7%2.38 137.7%53.59%
slo events 178 -9.6%2.05 42.6%30.07%
edna valley wineries 175 3,400.0%4.3 -52.2%16.26%
paso robles 143 10.0%9.79 8.5%0.29%
cayucos car show 2019 141 -2.68 -22.71%
best restaurants in san luis obispo 113 -6.09 -67.3%13.88%
morro bay 108 -36.8%7.33 -7.1%0.32%
morro bay boat parade 106 -1.9%1.02 -63.1%21.99%
events in san luis obispo 106 -9.4%1.69 20.4%21.16%
thing s to do in san luis obispo 100 26.6%7.12 29.6%2.06%
cayucos 97 36.6%5.45 -20.4%1.19%
cambria 97 51.6%9.31 -3.6%0.74%
morro bay lighted boat parade 96 -7.7%1.06 -24.1%26.74%
slocal 96 -21.3%2.82 63.6%19.71%
san luis obispo restaurants 94 -6.3 -74.1%4.64%
pismo beach 93 -61.1%9.53 19.5%0.17%
paso robles christmas parade 90 -1.03 -88.4%25.57%
slo 89 7.2%7.77 25.5%0.37%
▼
How is my site performing organi call y on Googl e search results?
Top 20 Qu eries by Clicks, Average Posi ti on, and Site Cl ickth rou gh Rate Year over Year
Organic Cli cks
30,008
Organi c Impressions
1,790,716
Organic CTR%
1.68%
Average Ranki ng Posi tion
18.91
Organic Se arch Ranking Pe rform ance | Last Month