HomeMy WebLinkAbout02-19-2020 TBID Agenda - Special MeetingCity 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.
SPECIAL BOARD MEETING
Wednesday, February 19, 2020
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, January 8, 2020
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 Notice of Unscheduled Vacancy – Dean Hutton
BUSINESS ITEMS
Public comment will be taken for each individual agenda item. Each speaker will be limited to two minutes of
public testimony.
1. INTERIM ECONOMIC DEVELOPMENT & TOURISM REORGANIZATION 20 mins
Deputy City Manager Greg Hermann and Tourism Manager Molly Cano will present the proposed interim
Economic Development & Tourism program reorganization for the Board’s review and approval.
2. TBID BOARD SEAT UPDATE 10 mins
Staff will review the current TBID Board vacancies for the Board’s discussion.
3. CAL POLY PARTNERSHIP: SLO DISCOVERY WEEKEND PROGRAM REVAMP 15 mins
Staff will present the proposal from Cal Poly Office of Student Affairs for a new approach to the SLO
Discovery Weekend program structure for Board input and direction.
4. TBID MARKETING SERVICES RFP PROCESS UPDATE 15 mins
Staff will review the Tourism Marketing Services RFP status for the Board to determine the scheduling of
the interview process.
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: February 6, 2020 Meeting Cancelled
3. MARKETING COMMITTEE UPDATE – Minutes: February 5, 2020 Meeting
4. PCC UPDATE –Minutes: January 8, 2020
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 February 14, 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 01/08/20 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, January 8, 2020
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, January 8, 2020 at 10:02 a.m. in the Ludwick Community Center located at 864 Santa
Rosa Street, San Luis Obispo, California, by Chair Bruce Skidmore.
ROLL CALL
Present: Chair Bruce Skidmore and Board Members Nipool Patel (arrived 10:12 a.m.), LeBren
Young-Harris, John Conner and Pragna Patel-Mueller
Absent: Kristin Battaglia and Dean Hutton
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Kelsey Prins and Ann Flower from Hotel Cerro introduced themselves.
--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
Tourism Manager Cano presented updated numbers to C.6 since the board packet was posted.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY COMMITTEE
MEMBER HARRIS, CARRIED 4-0-3, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 01/08/20 Pg. 2
PRESENTATIONS
1. FALL PROMOTION RECAP
Marketing Agency Representatives presented the results from the “Sip, Stay & Save” 2019 Fall Promotion.
Board member discussed the results and overall history of Fall promotions.
Public Comment
None.
--End of Public Comment--
2. MARKETING SERVICES QUARTER REPORT
Val Vaz of AMF and Brittany Garcia of Matchfire presented the 2019-20 Q2 quarter report for the
marketing activities for the SLO TBID.
Public Comment
None.
--End of Public Comment--
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Dusty Colyer-Worth and Jacqui Clark-Charlesworth from the SLO Chamber presented the 2019-20 Q2
activities for the Public Relations and Guest Services with the SLO TBID. Highlights included increased
traffic and referrals to SLO properties from the Visitor Center and the PR Strategic Plan has started
implementation.
Public Comment
None.
--End of Public Comment--
No action was taken on presentation items.
BUSINESS ITEMS
1. TOT ORDINANCE REVISION UPDATE
City of San Luis Obispo’s Budget Analyst, Natalie Harnett, presented the proposed amendments to the TOT
ordinance and answered board member questions.
Public Comments:
None.
---End of Public Comments---
No action was taken on this business item.
2. PHOTOGRAPHY ASSEST PRODUCTION PROJECT
Val Vaz from AMF presented a request for $15,000 of remaining carryover funds to be invested into an on -
going photo and video production project to fulfill outstanding photography asset needs for the TBID. AMF
addressed board member questions and feedback on the proposal.
Public Comments:
None.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 01/08/20 Pg. 3
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER HARRIS, SECOND BY BOARD MEMBER
CONNER, CARRIED 5-0-2, approving the use of $15,000 from carryover funds to be allocated to the
photography asset production project led and presented by AMF.
3. SCHEDULING OF FEBRUARY TBID BOARD SPECIAL MEETING
Tourism Manager Cano reviewed the upcoming schedule conflicts with the regularly scheduled February
Board Meeting and recommended rescheduling to a Special TBID Board Meeting on Wednesday, February
19, 2020.
Public Comments:
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER PATEL-MUELLER, SECOND BY BOARD
MEMBER HARRIS, CARRIED 5-0-2, approving the cancellation of the regularly scheduled February
board meeting and to schedule a special board meeting on Wednesday, February 19, 2020 at 10:00 a.m.
in City Hall’s Council Hearing Room.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update -
• Hotel SLO will have a grand opening later in the month
• Quarterly Constituent Newsletter will be coming out in January
2. Management Committee Update - January 2, 2020 Meeting Cancelled
3. Marketing Committee Update – January 1, 2020 Meeting Cancelled
4. PCC Update – December 11, 2019 minutes in packet for review.
5. SLO CAL Update –
• Inaugural San Diego Flight
• The TMD Renewal will go to the SLO County Board of Supervisors
6. Tourism Program Update –
• 2020 Money for a Rainy Day update
• Denver Tradeshow in the midst of planning
• Strategic Partners
• Upcoming dates to remember
ADJOURNMENT
The meeting was adjourned at 11:45 a.m. The next Tourism Business Improvement District Board meeting
is scheduled for February 19, 2020 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
January 2020
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 64.2 62.3 63.7 118.4 139.5 124.3 76.03 86.86 79.13 9.4 21.9 12.6 3.4 11.0 5.9 13.0 35.3 19.2
City of Pismo Beach 73.3 73.5 73.4 171.0 161.3 168.2 125.39 118.60 123.45 3.1 19.3 7.3 7.5 3.4 6.3 10.8 23.4 14.0
City of San Luis Obispo 70.7 70.1 70.5 135.1 140.9 136.7 95.49 98.68 96.40 8.2 12.0 9.2 4.0 8.7 5.3 12.5 21.7 15.0
City of Morro Bay 70.2 68.2 69.7 128.0 126.0 127.4 89.88 86.01 88.77 11.1 31.9 16.2 4.4 6.5 4.8 15.9 40.5 21.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 44.7 49.3 46.0 102.03 125.78 109.29 45.64 61.98 50.31 6.1 17.6 9.3 1.4 3.0 2.4 7.6 21.0 12.0
City of Pismo Beach 44.3 55.4 47.5 118.31 148.17 128.26 52.44 82.14 60.93 -1.3 10.5 2.3 3.9 2.7 4.1 2.6 13.5 6.5
City of San Luis Obispo 51.0 56.9 52.7 114.32 140.16 122.29 58.29 79.71 64.41 2.0 14.2 5.5 1.6 6.7 3.7 3.6 21.9 9.4
City of Morro Bay 44.8 52.6 47.0 93.82 114.51 100.43 42.03 60.21 47.22 27.9 31.0 28.9 3.9 -1.8 1.9 32.9 28.7 31.3
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 51.0 72.4 57.2 100.31 146.34 116.97 51.20 105.97 66.85 9.6 0.2 6.0 -5.0 3.6 -1.9 4.2 3.8 4.0
City of Pismo Beach 44.1 75.7 53.1 114.41 168.37 136.39 50.45 127.53 72.47 5.6 3.9 4.9 -0.5 0.9 0.0 5.0 4.8 4.9
City of San Luis Obispo 58.4 76.4 63.5 120.29 155.14 132.26 70.21 118.47 84.00 13.3 -6.4 5.7 2.4 6.8 3.1 16.0 0.0 8.9
City of Morro Bay 42.2 77.5 52.3 89.75 141.18 111.52 37.88 109.36 58.30 14.6 -1.0 7.5 -4.6 3.8 -1.6 9.4 2.8 5.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 57.5 57.9 57.6 102.85 133.47 111.65 59.11 77.25 64.29 -4.8 12.5 -0.4 -5.6 6.7 -1.3 -10.2 20.0 -1.7
City of Pismo Beach 52.5 67.0 56.7 123.14 159.35 135.38 64.67 106.82 76.71 -3.1 0.1 -2.0 -1.0 4.3 1.2 -4.0 4.4 -0.8
City of San Luis Obispo 65.6 68.5 66.4 120.22 141.04 126.36 78.81 96.59 83.89 3.5 3.1 3.4 0.1 2.6 0.9 3.6 5.7 4.3
City of Morro Bay 52.2 59.8 54.4 97.41 120.19 104.57 50.85 71.88 56.86 11.5 8.9 10.6 -3.8 -1.2 -3.0 7.2 7.5 7.3
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 53.9 52.0 53.4 101.56 130.86 109.72 54.78 68.06 58.57 12.74 10.91 12.23 -2.0 1.9 -0.8 10.5 13.0 11.3
City of Pismo Beach 53.8 65.3 57.1 121.14 159.27 133.60 65.16 103.99 76.26 12.65 31.60 18.22 3.2 5.4 4.9 16.2 38.7 24.1
City of San Luis Obispo 61.7 64.0 62.3 121.93 149.08 129.89 75.22 95.35 80.97 6.13 10.10 7.26 2.4 4.5 3.2 8.6 15.0 10.7
City of Morro Bay 49.0 55.7 50.9 93.72 122.86 102.82 45.96 68.41 52.37 12.41 27.09 16.62 0.2 2.0 1.6 12.7 29.6 18.5
Week of January 25, 2020 to
February 1, 2020
Week of January 19, 2020 to
January 25, 2020
Week of January 12, 2020 to
January 18, 2020
Week of January 5, 2020 to
January 11, 2020
Week of December 29, 2019 to
January 4, 2020
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
Implementation
1) Continued working on components for media center page on VisitSLO.com with Matchfire
2) Continued working with Cision on media monitoring services
Proactive Media Outreach
1) Submitted photos for Sunset’s Dream Towns feature on sustainability in SLO
2) Worked with Via on a story on Great College Towns in the Western US
3) Planned itinerary for Kathy Chin Leong on assignment with Western Art and Architecture
4) Continued pitching TBID’s ‘Money for a Rainy Day’ promotion
5) Continued planning media visit for Tanvi Chheda
6) Pitched 2020 flights to Best Life Online
7) Sent February Events release to Central Coast outlets
Partnerships
1) Hosted SLO luncheon and tour for a Visit SLO CAL San Diego flight FAM
2) Hosted the San Luis Obispo activation of Visit SLO CAL’s ‘Culinary’ FAM
3) Continued working with Hotel SLO & Hotel Cerro’s PR teams on ‘Unpretentious Luxury’ FAM
4) Hosted three freelance journalists in SLO in partnership with Parker Sanpei
5) Helped host and shared release on tech in SLO with Erin Rottman on assignment for 805 Living
6) Continued working with MINDBODY to host San Diego influencer @SweatinSD
7) Began planning SLO International Film Fest FAM with event’s PR team
8) Began planning SLO activation for Visit SLO CAL’s UK FAM
9) Continued helping plan 2020 Denver Travel & Adventure Show activation and SLO influencer activation
10) Continued working with Mindbody & their PR team to discuss future wellness activations trips in 2019-20
11) Met with Parker Sanpei to discuss ways to collaborate in 2020
12) Pitched the following content for CCTC’s story ideas:
• Outdoor Adventure
o Hiking and trails in SLO
o Big SLO Bike
o Madonna Inn Trail Rides
13) Pitched the following content for Visit California’s story ideas:
• Let the Best Group Accommodations Host Your Next Celebration
o Hotel SLO
o Hotel Cerro
o Madonna Inn
• Marathons, Trail and Climbing
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
o SLO City Triathlon
• Meet the Makers of Signature California Products
o Yes Cocktail Co.
o The Junk Girls
o Makeshift Makers Market
Media Placements
TBID’s Money for a Rainy Day was picked up by numerous outlets
1. This California wine paradise will pay you $100 to visit
Matador Network
UVPM: 3.83M
AD VALUE: $3,080
2. This California Central Coast City Will Pay Travelers Cash to Visit
TravelPulse shared the story which was also picked up by The Vacation Resource,
Amazing Adventures Travel and Vibes, Vacations & Tours.
UVPM: 122K
3. February travel deals for Disneyland, SeaWorld, San Luis Obispo The San Diego
Union-Tribune picked it up online and in print encouraging San Diegans to either take
the new direct flilght or travel to SLO by train for a car-free experience.
UVPM: 968K
AD VALUE: $653
4. Central Coast Living: City of SLO will pay you $100 to book a weekend staycation
KSBY interviewed Molly Cano who talked about how locals could also utilize the
promotion to experience a staycation and see their city differently.
UVPM: 110K
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
5. This Central Coast city will pay tourists cash to visit. Here’s how to score a deal
The Tribune reported out the details on how to take advantage of the travel deal
while and encourages travelers to book while entries are still available.
UVPM: 121K
6. Thrifty North West Mom shared the promotion on their public Facebook page and in
private groups, recapping places to stay and things to do from their trip to San Luis
Obispo last February.
16,264 impressions
7. We hosted Garret Yrigoyen and Becca Kufrin from the ABC series,
The Bachelorette to live out the promotion in real time and encourage
their more than 2 million followers to visit SLO.
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
8. February travel deals for Disneyland, SeaWorld, San Luis Obispo Dallas influencer
Jasmine Alley also visited SLO for the first time as part of her Money for a Rainy
Day activation. She posted 32 stories, 2 feed posts and a blog highlight her luxury
focused trip.
9. Go There: A Relaxing Weekend in San Luis Obispo, California
We hosted Sarah Kuta in SLO for a Wellness focused Visit SLO CAL FAM and
worked with her after for a feature story in Livability on San Luis Obispo. The piece
called, “SLO the perfect place to spend a relaxing long weekend” and highlighted
multiple places to see, eat, drink, stay and adventure.
UVPM: 201K
10. Coast to Vine: Getting to Know Spectacular San Luis Obispo County
Noreen Kompanik was part of the San Diego inaugural flight FAM luncheon we
hosted in SLO. Her piece in Food Wine Travel Magazine reported on the town’s
history, new flight, two luxury hotels and The Carrisa, where the luncheon was
held.
UVPM: 1K
11. SLO and Easy Getaway
We helped host Genie Davis from Diversions LA who told readers that if they
haven’t discovered SLO yet, they should – “it’s a food haven, a paradise for wine
and beer,” easily accessible by train and has unique accommodations for every
traveler.
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
12. A SAN LUIS OBISPO COUNTY STAY, THREE WAYS
Pursuits with Enterprise covered how to travel through San Luis Obispo and have
three very different overnight experiences. One of those was to stay at the
Madonna Inn, where it showcased the proximity to the outdoors contrasted with
the chiefly pink décor. We helped host Anne Roderique-Jones for the SLO portion
of her trip.
13. How you can get hotels to use less plastic
CNN Travel reported on ways to travel green, which included Hotel SLO’s
refillable water stations highlighting the city’s commitment to sustainability.
UVPM: 47.6M
AD VALUE: $50.9K
14. Travel greener in 2020 with these 5 incredible Amtrak journeys
World Footprints called the Coast Starlight route from LA to SLO “perhaps the
most stunning” of the five they showcased as a way to embrace the journey
while reducing your carbon footprint.
UVPM: 1K
15. 10 Scenic Train Rides That Offer Amazing Views
Wide Open Country listed the train ride from SLO to San Diego in its top ten
scenic journeys throughout the US.
UVPM: 498K
AD VALUE: $115
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
16. Where to Go In 2020: 10 of the Best Places to Travel in the United
States
Slick Deals shared San Luis Obispo as a great place to visit with families,
specifically naming SLO Brew Loft’s three-bedroom rental in the heart of
downtown.
UVPM: 24M
17. 7 Of The Most Instagrammable Luxury Hotels In California
Calling it “an unassuming roadside property”, UK’s Luxury Lifestyle Magazine
and Easy Branches World News recognized Madonna Inn for its camera-
friendly whimsical décor and over the top design.
18. 12 Things to Do in San Luis Obispo
TripSavvy highlighted many things to do in SLO including visiting the Museum
of Art, heading to Farmers’ Market or going on campus to Cal Poly to hike
around the Design Village.
UVPM: 4.8M
19. Where Each Zodiac Sign Should Travel in 2020
TripSavvy selected California’s Central Coast as the primier travel destination for
Cancer signs. They stated Cancer’s nurturing spirit would be well balanced with
scenic SLO and the rise of sustainability-focused hotel options.
UVPM: 4.8M
20. Where to Go In 2020: 10 of the Best Places to Travel in the United States
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
Budget Your Trip described San Luis Obispo as an alternative option to LA or
SF calling it a charming town and the perfect starting point to explore the
region’s diverse activities.
UVPM: 147K
21. A Look at Hotel Openings in California
Hotel Business and Ladies Want More covered the opening of Hotel SLO, noting its
proximity to the historic downtown and the surrounding beauty of the area’s
landscapes.
UVPM: 29k
22. Where's Sparkie? Visiting the iconic Madonna Inn
The Santa Maria Times sent resident travel dog, Sparkie to Madonna Inn for
the feature sharing some of the hotel’s history and uniquely designed
rooms.
UVPM: 30k
23. From the Vine: A good start for 2020 in wine country
Santa Ynez Valley News and The Lompoc Record included Baileyana, Tangent
and True Myth’s concert series as a great place for wine lovers to visit in SLO.
UVPM: 19k
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2020
24. Central Coast Living: The sticky past of the famous Bubblegum Alley
KSBY covered the inception and history of Bubblegum Alley including Weird
Al’s inclusion of it in his song about SLO. The piece also notes the awe visitors
and locals alike share for it and its possible recognition as a protected
landmark in the future.
UVPM: 110K
HAPPENING NOW
• Rainy Day Promotion
• New Be Here Ads and Videos
• Influencer Activations
• New Photography & Videography
• Denver Tradeshow Preparation
KEY WEBSITE OVERVIEW & METRICS
In summary, January website traffic overall saw a significant
increase across the board. This increase is a direct result of
our Money for a Rainy Day campaign. Our campaign
promotional page alone had over 16,500 pageviews.
And, during the month of January we sent over 4,000 referrals
to our lodging properties.
JANUARY 2020Agency Report
Metrics Month Totals YoY % Change
Sessions 36,320 +42%
Page Views 67,867 +34%
Users 30,360 +42%
WEBSITE AUDIENCE
Pages Month Totals YoY % Change
Hotel 15,353 +22%
Homestay 540 +51%
WEBSITE PAGEVIEWS
Conversions Month Totals YoY % Change
Book Now 1,451 -3%
Visit Website 617 +7%
Website 1,961 +37%
WEBSITE GOALS
Top Geographic Locations
California
Texas
Washington
TOP DEMOGRAPHIC REGIONS
BE HERE | WORD OF THE MONTH
EMAIL OVERVIEW & HIGHLIGHTS
255 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
47% open rate during the month of January. That is over
double the industry standard of 20%.
• Ongoing: Welcome Series, SLO Happenings,
Hotel Abandonment
• Other: Money for a Rainy Day, Quarterly Member Newsletter
SHARESLO OVERVIEW & HIGHLIGHTS
Our social channels continue to show successful growth and
engagement. January was an exciting month with several
Money for a Rainy Day influencer activations that helped our
Instagram account grow over 390 new followers, which is
a 42% increase year-over-year. On Instagram, we also saw
a 13% increase in total reach and a 16% increase in average
reach per post year-over-year. This positive growth is telling
us that users are seeing our content and are very interested.
• Cross-promotion on Cal Poly social channels
• Ticket Tuesday promotion
• Participated in the Visit CA Restaurant Month Twitter Chat
• Money for a Rainy Day influencer activations
• Community blog posts:
-5 SLO Restaurants Try This Month
-7 Things to do on a Rainy Day in SLO
-Celebrating Multicultural Holiday Traditions on the
Central Coast
SLOTBID AGENCY REPORT | JANUARY 2020
GOOGLE SEARCH
We served 82,430 impressions and 1,957 clicks for
a CTR of 2.37%, increasing from 1.78% in December.
Additionally, we had 2,198 conversions, 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.
GMAIL
We received 101,692 impressions and 14,594 clicks for a
CTR of 14.35%. We saw an additional 1,231 conversions,
which increased from 361 in December.
We also saw 18 gmail forwards, 181 saves, and 1,013 clicks
through to the website, for a total engagement rate
of 16.75%.
FACEBOOK
We received 933,593 impressions and 1,252 clicks for
a CTR of 0.13%. We were able to reach 486,270 unique
users, an improvement from 341,696 in December,
for an average frequency of 1.92 , which is within our
benchmark goal of 1.50-3.50. Additionally, there were 25
post reactions, 3 post shares, and 2 post comments.
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 | JANUARY 2020
INSTAGRAM
We have seen 1,537,515 impressions and 793 clicks
for a CTR of 0.05%. We have reached 409,278 unique
individuals for an average frequency of 3.76 .
Additionally, there were 178 post reactions, 1 post
comment, 13 saves, and 12 post shares.
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 189,582 impressions and 3,916
engagements for an overall engagement rate of 2.07%.
Of these engagements, 3,401 were closeups (when
someone expands the pin), 14 were saves, and 501 were
secondary clicks, or direct clicks to the website, resulting
in a CTR of 0.17%, and 1 conversion.
GOOGLE ANALYTICS
Of the 3,822 sessions, 84.45% were new sessions, which
resulted in 1.16 pages viewed per session and 3,298 goal
completions. The bounce rate for the month was 82.02%.
We saw the following improvements from December:
• Sessions increased by 1,434
• New Users increased by 1,310
• Bounce Rate decreased by 5.54%
• Goal Completions increased by 1,285
SLOTBID AGENCY REPORT | JANUARY 2020
Report to City of SLO – TBID
Phone Line and Availability Contract
January 2020
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
January
2019
January
2020
Calls to
1-877-SLO-TOWN
18 26 28 31 93 103
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
January
2019
January
2020
Email Response 15 15 16 16 57 62
Phone Calls to
Hotels
60 64 62 51 185 237
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
January
2019
January
2020
Visitors Served
(Walk-ins)
1,261 1,047 1,319 1,402
4,441 5,029
Farmers’ Market* n/a n/a n/a n/a n/a n/a
Hotel Rooms
Referred
397 408
377
352
1,422 1,534
*estimate without people counter
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 Change +/-
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$ 592,953$ 4.9%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 479,813$ 491,517$ 570,909$ 16.2%
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 2019-20 Change +/-2018-19 2019-20 Change +/-2018-19 2019-20 Change +/-
July 85.2 80.1 -6.1 175.2 186.7 6.6 149.2 149.5 0.1
August 81.3 77.4 -4.8 166.6 177.3 6.4 135.5 137.3 1.3
September 72.4 73.3 1.2 163.5 161.5 -1.2 118.4 118.3 0.0
October 72.8 73.0 0.4 151.4 156.4 3.3 110.2 114.2 3.7
November 67.8 67.4 -1.6 143.2 147.1 4.0 97.0 99.2 2.4
December 59.2 57.7 -2.5 135.6 134.4 -0.9 80.3 77.6 -3.4
January 59.3 125.9 74.6
February 66.4 140.5 93.3
March 68.0 142.8 97.1
April 76.4 161.2 123.2
May 66.1 155.7 102.9
June 75.0 182.7 137.1
Total/Average 70.83 71.49 -2.2 153.69 160.57 3.0 109.90 116.02 0.7
Occupancy ADR
TOT Comparison
RevPAR*Figures from Smith Travel
Research Report
Proposal for 2020 SLO Discovery Weekend Program Revamp
Below is a snapshot proposal for a month-long promotion for parents, supporters, and alumni.
• Consider a new or slightly changed name (i.e.; “SLO Discovery Season”)
• Possible tagline: “An entire month (May 2020) of exclusive deals, discounts, free athletic events,
gifts, and adventures for Cal Poly supporters and alumni.”
• Registration includes:
o One complimentary ticket per registrant to a Cal Poly athletic event of their choice
(arranged by PFP)
o One swag bag per registrant. Ideas for swag include:
• Jute branded tote
• Cal Poly blanket
• CP Magazine
• CP Newspaper special edition
• CP calendar
• Keychain
• Athletic spirit swag (pom-pom, etc.)
• Wayfarer sunglasses
• SLO map
• Chamber materials
• Material from participating downtown businesses
o List of exclusive discounts at participating SLO businesses
o Bucket list of SLO and CP happenings for the entire month
o Free parking on campus (and maybe downtown??) for the entire weekendj
• Swag bags and athletic tickets arranged by PFP and delivered to Visitor’s Center
• Registrants must show proof of lodging at SLO hotel to pick up items at Visitor’s Center
o List of registrants will also be provided by PFP to Visitor’s Center
• Registration platform and communication plan developed by Parent and Family Programs
• Proposed registration launch: March 1
Let us know your thoughts and whether May is a viable month for this idea.
Thanks,
Tessa
Tessa Stevens Espinoza, M.Ed.
Senior Director, Strategy and Engagement
Office of the Dean of Students | Student Affairs
California Polytechnic State University | San Luis Obispo, CA 93407 | 805-756-7301
Tourism Business Improvement District
Marketing Committee Meeting
Meeting Minutes
Wednesday, February 5, 2020
City Hall – 990 Palm Street, San Luis Obispo
BOARD MEMBERS PRESENT: Dean Hutton, LeBren Harris and John Conner
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:32 a.m.
BUSINESS ITEMS
1. 2020 Money for a Rainy Day
Tourism Coordinator Burns provided updates on the current 2020 Money for a Rainy Day promotion
progress and highlights including number of rooms nights booked, top booked weekends, location
data, and first time stays in San Luis Obispo and year over year comparisons. Insights into paid digital
retargeting and social were also reviewed with committee members.
2. Denver Travel & Adventure Show Planning Update
Staff reviewed the collaborative partnerships and plan for the 2020 Denver activations. Additionally,
staff presented a call to action promotion that will encourage Denver tradeshow participants to travel
to and stay in San Luis Obispo. The Denver Deals promotion will provide $100 Uber Voucher to the
first 50 qualified participants who reserve a two night stay minimum in a San Luis Obispo TBID
lodging property between April 1, 2002 and December 31, 2020. Staff recommended that $5,000 be
reallocated from the collateral budget line item for this promotion.
Direction: Move forward with the presented Denver Deals promotion and implementation with the
below details:
• First 50 qualified entries will receive a $100 Uber Voucher for booking a new two night
minimum stay in a SLO TBID property between April 1, 2020 and December 31, 2020. No
blackout dates.
• Earmark up to $5,000 from the collateral line item in the 2019-20 budget for this promotion.
• Provide staff with authority to use discretion and pull additional funds for available entries if
needed.
3. Strategic Plan Initiative – Develop a Group Sales Strategy
Tourism Manager Cano reviewed the work plan for the Strategic Plan while directing focus to the
Group Sales Strategy as a high impact item within the 2019-20 timeline. The Marketing Committee
will focus on three main categories while continuing to develop a group sales strategy: web
submissions, marketing and communications.
4. New Business
a. Committee Discussion – none
b. Future Agenda Items – none
c. Next Committee Meeting: Wednesday, March 4, 2020 at 10:30 a.m. in City Hall’s Council
Hearing Room
Meeting was adjourned at 1:39 p.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 8, 2020 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, January 8, 2020
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, January 8, 2020 at 5:34 p.m. in the Ludwick Community Center, 864 Santa
Rosa Street, California, by Chair Matteson.
ROLL CALL
Present: Committee Members Melissa Godsey, Daniel Levi, Ryan Heath, John Thomas,
Bruce Skidmore, Vice Chair John Thomas, and Chair Dana Matteson
Absent: None
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 LEVI, SECONDED BY
COMMITTEE MEMBER SKIDMORE, CARRIED 6-0-0, to approve the Consent Agenda items
1 thru 7.
C.1 Minutes of the Meeting on December 11, 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 January 8, 2020 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT
Jacqui Clark-Charlesworth and Dusty Colyer-Worth from SLO Chamber provided a
PowerPoint presentation and responded to Committee inquiries. They provided end of the
year recap on the Visitor Center data on guest services, events promoted, Public Relations
activities and visitor demographics.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
2. SLO HAPPENINGS PROGRAM MID YEAR UPDATE
Brittney Garcia, Account Director from Matchfire provided a PowerPoint presentation and
responded to Committee inquiries. The PowerPoint presentation included contract details,
program goals, and Ticket Tuesday promotion.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. DOWNTOWN MURAL PROJECT
Molly Cano, Tourism Manager and Canned Pineapple representatives provided a PowerPoint
presentation and responded to Committee inquiries. Molly gave the Committee a project
logistics update. This included location change of the mural, a project budget estimate, and
she discussed the plan of working with Public Art and Parking for financial support.
Canned Pineapple’s presentation included a discussion on what direction the mural should
go regarding the design. The Committee provided feedback on what they think should be
included in the design of the mural.
Public Comment
None
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 8, 2020 Page 3
--End of Public Comment--
2. 2020-21 GIA APPLICATION APPROVAL
Molly Cano, Tourism Manager reviewed the changes to the 2020-21 GIA application and
timeline, directed staff to release the application in February, earmark GIA budget amount
for 2020-21 and assign the 2020-21 GIA Task Force.
Assigned GIA Task Force to Committee Members Godsey, Matteson, and Heath.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER GODESEY, SECONDED BY
COMMITTEE MEMBER SKIDMORE, CARRIED 6-0-0, Motion to allocate $100,000 for
from fiscal year 2020-21 to GIA funding.
3. SCHEDULING OF FEBRUARY PCC SPECIAL MEETING
Molly Cano, Tourism Manager discussed finalizing the schedule of the Special Meeting of
the PCC in February and the cancellation of the regular monthly meeting due to staff’s
attendance at a conference on behalf of the TBID. The meeting will be moved to February
19th at 5:30 PM.
Public Comment
None.
--End of Public Comment--
PCC LIAISON REPORTS AND COMMUNICATION
1. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT
Member Godsey provided a brief report regarding a Black History Month Series.
2. GIA UPDATE – LIAISON REPORT
Molly Cano, Tourism Manager provided a brief report regarding Love SLO’s event hurdle,
Mission College Prep stepping back from the event and how that would work with the grant that
was awarded to them.
3. TBID BOARD REPORT – TBID Meeting Minutes: January 5, 2020
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 8, 2020 Page 4
Member Skidmore provided a brief overview of the TBID Board Meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
• Discussed the open seats in the Committee
• TBID’s RFP
• Gave feedback on the banner project.
ADJOURNMENT
The meeting was adjourned at 07:45 p.m. The next Promotinal Coordinating Committee meeting
is scheduled for Wednesday, February 19, 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