HomeMy WebLinkAbout06-10-2020 TBID AgendaCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, June 10, 2020
10:00 a.m. REGULAR MEETING Teleconference
Based on the threat of COVID-19 as reflected in the Proclamations of Emergency issued by both the
Governor of the State of California, the San Luis Obispo County Emergency Services Director and the
City Council of the City of San Luis Obispo as well as the Governor’s Executive Order N-29-20 issued
on March 17, 2020, relating to the convening of public meetings in response to the COVID -19
pandemic, the City of San Luis Obispo will be holding all public meetings via teleconference.
There will be no physical location for the Public to view the meeting. Below are instructions on
how to view the meeting remotely and how to leave public comment.
Additionally, members of the Tourism Business Improvement District (TBID) Board are allowed to
attend the meeting via teleconference and to participate in the meeting to the same extent as if they
were present.
Using the most rapid means of communication available at this time, members of the public are
encouraged to participate in TBID meetings in the following ways:
1. Remote Viewing - Members of the public who wish to watch the meeting can view:
• Go to Webinar:
o Registration URL:
https://attendee.gotowebinar.com/rt/799355256346438926
o Webinar ID: 732-548-667
o You must register to view via Webinar.
2. Public Comment - The TBID will still be accepting public comment for only items on the
agenda. Public comment can be submitted in the following ways:
• Mail or Email Public Comment
o Received by 10:00 AM on the day of meeting - Can be submitted via email to:
(advisorybodies@slocity.org ) or U.S. Mail to City Clerk at: 990 Palm St. San Luis
Obispo, CA 93401
o Emails sent after 10:00 AM up until public comment is opened on the item –
Limited to one page emailed to cityclerk@slocity.org will be read aloud during the
public comment period.
• Verbal Public Comment - Call (805) 781-7164; state and spell your name, mention the
agenda item number you are calling about and leave your comment. The verbal comments
must be received by 10:00 AM on the morning of the noticed meeting and will be limited
to 3 minutes. All voicemails will be forwarded to the TBID members and saved as Agenda
Correspondence.
All comments submitted will be placed into the administrative record of the meeting.
Tourism Business Improvement District Board Agenda for June 10, 2020 Page 2
CALL TO ORDER Chair John Conner
ROLL CALL : Chair John Conner, Vice Chair Bruce Skidmore, Pragna Patel-Mueller, Clint
Pearce and LeBren Harris
PUBLIC COMMENT: At this time, people may address the Committee about items not on the
agenda. Persons wishing to speak should come forward and state their name and address.
Comments are limited to three minutes per person. Items raised at this time are generally referred
to staff and, if action by the Committee is necessary, may be scheduled for a future meeting.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, May 13, 2020
C.2 Minutes of Special Meeting on Monday, May 11, 2020
C.3 Smith Travel Report
C.4 Transient Occupancy Tax (TOT) Report
C.5 Chamber Public Relations Monthly Report
C.6 Chamber Visitor Center Monthly Report
C.7 AMF + Matchfire Marketing Monthly Report
BUSINESS ITEMS
1. New Agency Onboarding Plan 40 mins
The Board will receive a presentation from Noble Studios + DCI on high level plans for June and July 2020
as the marketing services agency.
2. 2020-21 Annual Contract Services 45 mins
The Board will receive a presentation on the annual contracted services from the San Luis Obispo Chamber
of Commerce’s Guest Services and Public Relations representatives.
3. 2020-21 TBID Program Budget 20 mins
Management committee and staff will present the 2020-21 FY budget to the Board for discussion and
approval.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: June 4, 2020
3. MARKETING COMMITTEE UPDATE – Meeting Minutes: June 4, 2020
4. PCC UPDATE –Meeting Minutes: May 13, 2020
5. VISIT SLO CAL UPDATE – Liaison Reports
Tourism Business Improvement District Board Agenda for June 10, 2020 Page 3
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board is
scheduled for Wednesday , July 8, 2020 at 10:00 a.m. held remotely and via teleconference.
The City of San Luis Obispo wishes to make all of its public meetings accessible to the
public. Upon request, this agenda will be made available in appropriate alternative formats to
persons with disabilities. Any person with a disability who requires a modification or
accommodation in order to participate in a meeting should direct such request to the City Clerk’s
Office at (805) 781-7100 at least 48 hours before the meeting, if possible. Telecommunications
Device for the Deaf (805) 781-7107.
Meeting audio recordings can be found at the following web address:
http://opengov.slocity.org/WebLink/1/fol/61016/Row1.aspx
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 05/13/20 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
May 13, 2020
Regular Teleconference Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The regular teleconference meeting of the San Luis Obispo Tourism Business Improvement District Board
was called to order on May 13, 2020 at 10:02 a.m. held via GoToWebinar by Chair John Conner.
ROLL CALL
Present: Chair John Conner and Board Members Bruce Skidmore (departed at 11:54 a.m.), LeBren
Young-Harris (departed at 11:56 a.m.), and Pragna Patel-Mueller
Absent: none
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, April 8, 2020
C.2 Minutes of Special Meeting on Tuesday, April 21, 2020
C.3 Smith Travel Report
C.4 Transient Occupancy Tax (TOT) Report
C.5 Chamber Public Relations Monthly Report
C.6 Chamber Visitor Center Monthly Report
C.7 AMF + Matchfire Marketing Monthly Report
C.8 2020 Money for a Rainy Day Promotion Report
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY COMMITTEE MEMBER SKIDMORE SECONDED BY COMMITTEE
MEMBER PEARCE, CARRIED 5-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 8.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/13/20 Pg. 2
PRESENTATIONS
1. 2020 Money for a Rainy Day Promotion Recap
Tourism Coordinator Burns presented the 2020 Money for a Rainy Day promotion results and a status
update on the added raincheck feature for qualified and postponed March check -ins. Board members
asked questions which staff addressed.
Public Comment
None.
--End of Public Comment--
No action was taken on presentation items.
BUSINESS ITEMS
1. 2020-21 TBID Budget Updates
Tourism Manager Cano presented the 2020-21 FY budget projections and the TBID expenditure categories
that were discussed and developed by the Management Committee to help focus on prioritizing categories
within the budget components. The four categories outlined are: Retain & Recontract, Reconsider,
Eliminate, New Additions.
Board members discussed the importance of a larger contingency fund as well as the programs that need to
be reconsidered. Many of the programs being reconsidered are rapidly changing and have uncertain
functionality over the next year. Due to these unknowns, members discussed maintaining the base contract
amounts from 2019-20 with the new additions while placing the four programs (Cal Poly Athletics, SLO
Coast Wine Collective Partnership, Cal Poly Office of Student Affairs Partnership and CHLA Membership)
to be reconsidered until there’s more information on the programs’ value.
The TBID Board provided direction to Staff and the Management Committee to move forward with holding
on allocating funds or contracting with the four discussed programs for reconsideration and to move forward
with inquiring about a single TBID membership fee with SLO Coast Wine Collective and CHLA. Staff will
continuously check-in with Cal Poly Athletics and NSTP for program updates.
Public Comments:
None.
---End of Public Comments---
No action was taken
2. Marketing Service RFP Agency Selection Discussion
Tourism Manager Cano reviewed the process to date and provided details on the two finalist’s reference
checks and program comparisons. Staff expressed that both finalists are great fit for the TBID. The Board
discussed the strengths of Madden Media and Noble & DCI, but also noted that a public relations
component could be critical during and after the global pandemic.
Public Comments:
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/13/20 Pg. 3
None.
---End of Public Comments---
ACTION: MOTION BY BOARD MEMBER SKIDMORE, SECOND BY BOARD MEMBER
HARRIS, CARRIED 5-0, to move forward with selecting and recommending Noble Studios & DCI
as the TBID’s Marketing Services contractor to the City Manager for the 2020-22 contract execution.
3. COVID-19 TBID Messaging & Resources
Tourism Manager Cano presented the current COVID-19 status and potential next steps to the Board.
Additionally, Jacqui Clark-Charlesworth presented the COVID-19 Tourism PR Communication Strategy
for the Board to receive and file. The Board discussed establishing a coordinated message on the cleanliness
and safety of the City to San Luis Obispo guests and by using a toolkit of resources for the use of TBID
constituents. Staff will move forward with creating the toolkit and messaging.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update – None.
2. Management Committee Update - May 6, 2020 minutes are in the packet for review.
3. Marketing Committee Update – None.
4. PCC Update – April 8, 2020 minutes in packet for review.
5. SLO CAL Update – Member Pearce Tourism Manager Cano reported on the County’s meeting and
planning sessions for recovery efforts.
6. Tourism Program Update – Tourism Manager Cano reported on the following:
• The upcoming PCC meeting and projects relating to the Marsh Street Parking Structure Mural
and GIA status.
• Cal Poly potentially looking to SLO TBID properties for housing students. All members were in
consensus that they would be interested in housing Cal Poly students if needed.
ADJOURNMENT
The meeting was adjourned at 12:01 pm. The next Tourism Business Improvement District Board meeting
is scheduled for June 10, 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
DRAFT Minutes – Tourism Business Improvement District Board Special Meeting 5/11/20
DRAFT - Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Monday, May 11, 2020
Special Teleconference Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The special teleconference meeting of the San Luis Obispo Tourism Business Improvement District Board
was called to order on Monday, May 11, 2020 at 8:30 a.m. via teleconference, by Chair John Conner.
ROLL CALL
Present: Chair John Conner, and Board Members Bruce Skidmore, Clint Pearce, LeBren Young-
Harris and Pragna Patel-Mueller.
Absent: None.
Staff: Tourism Manager Molly Cano, Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
BUSINESS ITEMS
1. Marketing Service Contract Interviews
The Board conducted four second interviews by having each agency present on unique subject or piece of
their proposal that the Board and staff requested to be elaborated on. Presentations were followed by a
questions and answer segment and then concluded with members reviewing each agency interview in
depth. The TBID Board was in consensus to narrow down the selection to Madden Media and Noble
Studios & DCI as the the top two agencies. Board members were not ready to make a final decision
between the two and directed staff to complete additional reference checks and final program
comparisons to help direct their selection at the May 13, 2020 meeting.
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
ADJOURNMENT
The special meeting was adjourned at 2:48 p.m. The next Tourism Business Improvement District Board
meeting is scheduled for Wednesday, May 13, 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
May 2020
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 23.6 22.1 23.2 90.56 102.69 93.88 21.34 22.75 21.74 -61.8 -69.9 -64.4 -19.9 -43.4 -30.6 -69.4 -83.0 -75.3
City of Pismo Beach 34.5 56.7 40.9 127.23 192.84 153.23 43.93 109.26 62.60 -39.4 -23.1 -33.8 -4.7 -8.7 -4.2 -42.2 -29.8 -36.6
City of San Luis Obispo 28.1 37.8 30.9 102.64 134.86 113.91 28.85 50.96 35.17 -52.0 -45.9 -50.0 -16.8 -24.4 -19.3 -60.1 -59.1 -59.7
City of Morro Bay 28.1 42.8 32.3 90.81 126.01 104.14 25.49 53.90 33.61 -47.7 -39.5 -44.9 -13.9 -24.1 -17.6 -55.0 -54.1 -54.6
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 25.7 28.4 26.5 86.59 106.76 92.79 22.23 30.37 24.55 -62.3 -64.9 -63.1 -24.1 -45.7 -34.1 -71.4 -80.9 -75.7
City of Pismo Beach 41.3 60.6 46.8 128.26 189.72 151.00 52.96 115.04 70.69 -36.4 -24.7 -32.6 -9.4 -15.3 -10.6 -42.4 -36.2 -39.7
City of San Luis Obispo 29.1 46.9 34.2 97.33 121.61 106.84 28.34 57.03 36.53 -53.2 -40.3 -48.9 -24.8 -39.6 -30.4 -64.8 -64.0 -64.4
City of Morro Bay 33.1 54.9 39.3 91.66 127.43 105.93 30.35 69.96 41.66 -44.0 -28.9 -38.8 -16.2 -27.2 -19.7 -53.0 -48.2 -50.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 27.7 38.4 30.7 89.05 131.73 104.27 24.65 50.54 32.05 -59.8 -56.2 -58.6 -22.3 -39.6 -30.3 -68.8 -73.6 -71.1
City of Pismo Beach 37.5 47.9 40.4 128.00 193.74 150.24 47.94 92.79 60.75 -41.2 -45.3 -42.7 -7.2 -26.7 -17.8 -45.5 -59.9 -52.9
City of San Luis Obispo 31.2 49.0 36.2 97.51 133.76 111.50 30.38 65.50 40.42 -50.5 -43.2 -47.9 -22.5 -39.8 -30.3 -61.6 -65.8 -63.7
City of Morro Bay 34.1 50.8 38.9 94.14 157.54 117.80 32.12 79.98 45.80 -38.9 -41.6 -40.0 -13.1 -24.8 -20.0 -47.0 -56.1 -52.0
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 32.8 37.6 34.2 104.93 130.07 112.83 34.43 48.87 38.56 -46.5 -54.4 -49.3 -17.2 -38.2 -27.7 -55.7 -71.8 -63.3
City of Pismo Beach 47.4 55.7 49.8 154.43 202.14 169.67 73.24 112.53 84.46 -25.2 -31.9 -27.5 -9.0 -21.0 -14.7 -31.9 -46.2 -38.2
City of San Luis Obispo 40.4 52.0 43.8 114.54 139.25 122.94 46.32 72.45 53.79 -33.1 -33.1 -33.1 -20.3 -30.8 -24.7 -46.7 -53.7 -49.6
City of Morro Bay 44.2 55.8 47.5 114.64 147.13 125.55 50.62 82.07 59.61 -23.2 -27.9 -24.8 -10.8 -20.9 -15.5 -31.5 -42.9 -36.5
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADRWeek of May 24, 2020 to May 30,
2020
Week of May 17, 2020 to May 23,
2020
Week of May 10, 2020 to May 16,
2020
Week of May 3, 2020 to May 9,
2020
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 Remitted Deferred 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$ 511,727$ 9.2%
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 502,476$ 526,793$ 582,403$ 295,320$ 240,930$ 10.6%
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,221$ 606,841$ 181,099$ 108,433$ 67,075$ -70.2%
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ 751,077$ 54,997$ ---92.7%
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$ 5,743,000$ -28.5%
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 62.3 5.1 125.6 130.4 3.9 74.4 81.3 9.2
February 66.4 65.4 -1.7 141.2 145.8 3.3 93.9 95.4 1.6
March 68.2 34.6 -49.2 144.0 131.1 -8.9 98.1 45.4 -53.7
April 76.5 17.7 -76.8 162.8 95.5 -41.3 124.5 16.9 -86.4
May 66.1 155.7 102.9
June 75.0 182.7 137.1
Total/Average 70.85 60.90 -13.6 153.96 146.64 -2.5 110.13 93.52 -12.5
Occupancy ADR
TOT Comparison
RevPAR*Figures from Smith Travel
Research Report
February & March updated on 5/22/20
April updated on 6/5/20
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2020
Implementation
1)Presented COVID-19 PR Strategy to TBID and PCC boards
2)Continued to work with the City, AMF and Matchfire on overall tourism marketing campaign
Proactive media outreach
1)Pitched #SLOtogether to local media
2)Continued connecting with SLO community partners
3)Continued outreach to recently hosted media and influencers
Partnerships
1)Worked with Mustang News on a story about the City’s response to COVID
2)Submitted photo and video content for Resonance story on Best Small Cities via Visit SLO CAL
3)Submitted photos for INSIDER story on scenic road trips via CCTC
4)Attended CCTC PR committee
5)Attended Visit SLO CAL PR task force
6)Submitted the following content for Visit California’s Story Ideas.
a.Get outdoors after sundown in the golden state
i.Hike or bike Cerro San Luis in San Luis Obispo
b.California is cutting Edge
i.Get rewarded for social distancing with Kick-it points in San Luis Obispo
ii.Providing hope to boutique wineries during the pandemic
Media Placements
1.San Luis Obispo Is All Grown Up
We hosted Laurie Jo Miller Farr as part of our
Unpretentious Luxury FAM with Hotel SLO and
Hotel Cerro. Her piece in the May/June issue of
Haute Living San Francisco focused on the new
luxury hotels as well as the wineries, open space
and other luxe features, calling SLO the “cultural
and historical heart” of the Central Coast.
UVPM: 35K print
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2020
2.Hotel San Luis Obispo
We hosted Kathy Chin-Leong on her way through San
Luis Obispo to experience the City’s new offerings.
She reviewed Hotel San Luis Obispo for TravelSquire
noting that guests staying there “feel like they are
getting the full monty”. The piece also notes the
City’s agricultural enclave and vacation appeal.
3.San Luis Obispo Raises the Bar
We helped host Erin Rottman in SLO for her travel
feature in 805 Living. The article emphasizes the
greenbelt surrounding the City - calling it “no accident”
and tying it to the city’s unique sense of place and key
factor for the desire for people to both live and visit
San Luis Obispo. Additionally, the article highlights the
mix of local businesses and the luxe details of the new
Hotel SLO.
UVPM: 32K print
4.The Best Online Film Festivals of 2020, Presented
by FilmFreeway
Moviemaker Magazine shared their fourth article
about the 2020 SLO International Film Fest,
including it in their roundup of best online
festivals. The piece specifically commended the
festival for pivoting so quickly and innovatively as
the first one to move online due to the pandemic.
We had planned to host writer Tim Molloy as part
of the City and festival partnership.
UVPM: 85K
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2020
5.Tourism in SLO halts due to COVID-19
Mustang News reported on the City and local
business response to COVID-19. The story
emphasized the virtual experiences available for
tourists and how the city will be ready to welcome
them safely when leisure travel is open once again.
UVPM: 6K
6.6 of the top road trips in the US and where to
stay along the way
Business Insider compiled a list of road trips with
an abundance of nature and fresh air AKA places
perfect top visit while social distancing. San
Francisco to San Luis Obispo makes the list, and
readers are encouraged to hit the wine trails and
stay at Madonna Inn.
UVPM: 35M
7.Pitchfork Staffers Recommend 16 Great Indie
Record Stores You Can Support Online
Pitchfork commends Boo Boo Records for its
addition to SLO’s culture calling it “the sort of
hidden indie oasis that gives college towns their
cred”, and encouraging readers to support the
online shop.
UVPM: 1.9M
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2020
8.The Perfect Weekend Getaway: San Luis Obispo
From Los Angeles or San Francisco
Fodor’s Travel encourages travelers from LA and SF
to road trip to San Luis Obispo for a laid-back and
quintessential Californian getaway. The story calls
out multiple SLO staples including Firestone Grill
tri-tip, the Historic Railroad District and the Apple
Farm to name a few.
UVPM: 604K
9.Planning A Road Trip? The Motels Pictured Here
On The Pacific Coast Highway Look Cozy
The Travel highlights SLO as the first city with a
roadside motel and encourages roadtrippers to
visit now to see the Spanish Mission and stay at
the Madonna Inn.
10.These Cities Are Known For Travel Firsts
Travel Pulse also featured San Luis Obispo for
being the first city with a roadside motel.
UVPM: 250K
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2020
11.Beyond the barbecue belt: 8 of America’s
lesser-known barbecue staples
Matador Network entices readers’ palettes by
describing the Central Coast’s famous Santa Maria
style tri-tip BBQ.
UVPM: 1.1M
Virtual events:
12.More Virtual Experiences from California Wineries
Statewide at DiscoverCaliforniaWines.Com
The Wine Institute highlights Tolosa’s Tasting
Tuesday where people can tune in to taste with
winemaker Frederic Delivert.
UVPM: 4K
13.California Wineries Bring Virtual Wine
Experiences to Consumers
Pittsburgh Owl Scribe blog shares Tolosa’s
Technical Thursday’s in their roundup of virtual
wine tasting experiences.
Report to City of SLO – TBID
Phone Line and Availability Contract
May 2020
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
May
2019
May
2020
Calls to
1-877-SLO-TOWN
26 17 34 27 86 104
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
May
2019
May
2020
Email Response 31 28 29 30 60 118
Phone Calls to
Hotels
84 77 81 79 222 321
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
May
2019
May
2020
Visitors Served
(walk-ins)
n/a n/a n/a n/a 6,572 n/a*
Guests Served
(via phone and
digitally)
409 441 604 572 1,101 2,026
*The Visitor Center following the mandatory “shelter at home order” – planned reopen in June
HAPPENING NOW
• 2019-2020 Year-end Report
• Continued ShareSLO social campaigns
• COVID –19 Re-opening Planning
• Agency Transition
KEY WEBSITE OVERVIEW & METRICS
As we continue to navigate through the global pandemic we are starting
to experience loosened restrictions locally and across the state. However,
business and leisure travel are still restricted causing travel plans to be
canceled and put on hold until the COVID pandemic unfolds. In addition, all
paid media, including SEM has been paused which is directly affecting overall
web traffic. The decline in traffic that we are seeing is in alignment with other
DMOs during this time.
MAY 2020
Agency Report
Metrics Month Totals YoY % Change
Sessions 7,857 -55%
Page Views 13,507 -56%
Users 6,786 -55%
WEBSITE AUDIENCE
Pages Month Totals YoY % Change
Hotel 1,036 -78%
Homestay 133 -62%
WEBSITE PAGEVIEWS
Conversions Month Totals YoY % Change
Book Now 47 -84%
Visit Website 54 -75%
Website 209 -47%
WEBSITE GOALS
Top Geographic Locations
San Luis Obispo
Los Angeles
San Francisco
TOP DEMOGRAPHIC REGIONS
EMAIL OVERVIEW & HIGHLIGHTS
125 new leads were added to our database during the
month of May. Our newsletter audience continues to
be very engaged with our content with an average 76%
open rate during the month of April. That is over triple the
industry standard of 20%.
• Ongoing: Welcome Series, SLO Happenings,
Hotel Abandonment
SHARESLO OVERVIEW & HIGHLIGHTS
Content creation and social strategy continue to follow our
COVID response plan. Content is focused on community
support through content such as Shop SLO and Takeout
Tuesday. Our SLO Together campaign we launched late
March to spread inspiration, love and support during
these uncertain times has been very successful.
• Content:
-#SLOTogether
-#TicketTuesday
-#TakeoutTuesday
-#ShopSLO
-#WellnessWednesday
-#WineWednesday
-#SundaySunset
-VR/360
• Community blog posts:
-We are #SLOTogether: Week of May 1, 8, 15, 22, 29
-Photo Tour of SLO’s Beauty
*All paid digital media cancelled in April.
SLOTBID AGENCY REPORT | MAY 2020
TBID Budget Planning 2020‐21
Income Source 19‐20 Original 19‐20 COVID 20‐21 PROJECTIONS
TOT Revenue Assumption 8,033,000$ 6,177,377$ 6,267,000$
Adjusted TOT Revenue Assumptions
TBID Assessment (20% of TOT Revenue) 1,606,600$ 1,134,317$ 1,253,400$
Carryover
TBID Program Budget 1,606,600$ 1,134,317$ 1,253,400$
Fund Reserve 100,000$ 100,000$ 100,000$
Expenditure
Committed Adjusted Projected % of Total Budget
Expenditure (section in gray) 19‐20 19‐20 20‐21 % of 20‐21 Projections Management Committee Notes
Operations/Staffing 235,932$ 226,486$ 239,347$ 19.1%
Administration Overhead (2% of TBID Assessment) 32,132$ 22,686$ 25,068$ 2.0%
Staffing (FTE & .75 FTE)203,800$ 203,800$ 214,279$ 17.1%
Contracts 1,026,820$ 982,000$ 626,700$ 50.0%
Marketing Contract 850,000$ 807,000$ 500,000$ 39.9%Noble Studios / DCI
Chamber of Commerce ‐ PR 51,000$ 51,000$ 45,000$ 3.6%
Current contract allows opportunity to extend current contract
for an additional year; consider 50/50 split w PCC
Communication Plan 3,000$ 3,000$ ‐$ 0.0%Not needed
Chamber of Commerce ‐ Guest Services 47,500$ 47,500$ 47,500$ 3.8%Flexibility based on COVID
Chamber of Commerce ‐ Media Monitoring Service Fee 8,820$ 8,400$ 4,200$ 0.3%
In discussion with Chamber & DCI if this is needed; if needed
consider 50/50 split w PCC
CCTC Black Diamond co‐op 3,000$ 1,600$ ‐$ 0.0%Not needed
Website Acquisition ‐ Chamber 47,500$ 47,500$ ‐$ 0.0%Not needed
Website Acquisition ‐ Matchfire 16,000$ 16,000$ ‐$ 0.0%Not needed
Website Acquisition ‐ Legal ‐$ ‐$ ‐$ 0.0%Not needed
Co‐op Program Funding ‐$ ‐$ 30,000$ 2.4%Moved from Marketing Service contract; incudes Crowdriff
Partnerships 135,500$ 120,500$ 4,200$ 0.3%
Cal Poly Athletics 95,500$ 95,500$ ‐$ 0.0%Move funding to contingency for possible future consideration
SLO Wine 19,000$ 19,000$ 4,200$ 0.3%
Membership $4200 ‐ switch event to social or PR/ swap other
items for TBID needs
SLO Wine Rooms 1,000$ 1,000$ ‐$ 0.0%Move funding to contingency for possible future consideration
Cal Poly Student Affairs 20,000$ 5,000$ ‐$ 0.0%Move funding to contingency for possible future consideration
Events Promotion 60,000$ 31,714$ ‐$
General Events Promotion 60,000$ 31,714$ ‐$ Move funding to contingency for possible future consideration
Event Activation ‐$ ‐$ ‐$ Not needed
Tradeshows 51,000$ 36,186$ 5,000$ 0.4%
Tradeshows & Travel Shows 43,000$ 32,686$ ‐$ 0.0%Move funding to contingency for possible future consideration
Tourism Conferences 8,000$ 3,500$ 5,000$ 0.4%
Staff participation in conferences including Outlook, CCTC
workshop & retreat
Tourism Organizations/Research 56,566$ 30,991$ 4,425$ 0.4%
CCTC Dues 1,000$ 850$ 850$ 0.1%Maintain membership
Smith Travel Report Contract 3,000$ 2,700$ 2,700$ 0.2%
TBID BOARD DISCUSSION NEEDED; staff recommendation to
continue/Management Committee unsure if needed
CalTravel Membership 1,000$ 875$ 875$ 0.1%Maintain membership
California Hotel & Lodging Association 26,566$ 26,566$ ‐$ 0.0%Move funding to contingency for renewal consideration in Q2
Strategic Plan Project 25,000$ ‐$ 0.0%Not needed
Research ‐$ 0.0%Move funding to contingency for possible future consideration
STR Forecast Report ‐$ 0.0%Not needed
Support/ Meetings 40,782$ 1,550$ 373,728$ 29.8%
Tourism Program Expenses 5,000$ 1,000$ 5,000$ 0.4%Maintain Funding
FAM Trip Hosting 5,000$ 550$ 5,000$ 0.4%Maintain Funding
Past Due CP Rooms 1,000$ ‐$ 0.0%Not needed
Contingency 29,782$ 345,728$ 27.6%
Staff recommendation to plan for additional COVID revenue
impacts; Previous program areas to be considered through this
allocation include: CP Athletics; CP Office of SA; Event
Sponsorship; Tradeshow participation; CHLA; increase in
marketing service agreement expenditures
COVID Recovery Response ‐$ ‐$ 18,000$ 1.4%New budget allocation
Subtotal 1,606,600$ 1,429,427$ 1,253,400$ 100%
Budget Remaining ‐$ (295,110)$ ‐$
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, June 4, 2020 at 2:00 p.m.
Teleconference via GoToWebinar
BOARD MEMBERS PRESENT: John Conner and Pragna Patel-Mueller
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 2:00 p.m.
BUSINESS ITEMS
1. TBID 2020-2021 Budget 55 mins
Staff recapped the 2020-21 budget allocations and cuts that the committee and Board have
made thus far. Staff then reviewed the different partnership contracts to consider and
committee members plugged in example projected numbers to have a full picture of
potential partner expenditures. The Chamber of Commerce Visitor Center Manager, Dusty
Colyer-Worth, led committee members in a discussion on how the guests services contract
will pivot as needed throughout the new fiscal year due to program changes and needs.
Committee members directed staff to inquire with SLO Coast Wine Collective on
alternative membership benefits to take place of event branding under the “Super SLO”
Membership tier. Additionally, committee members directed staff to inquire with Visit
SLO CAL on potentially solely using the county’s Smith Travel Reports.
Recommendation: Continue the 2020-21 Budget discussion at the June 10, 2020 TBID Board
Meeting with discussed budget allocations and recommendations for the Board to consider.
1. New Business Items
a. Committee Discussion - none
b. Future Agenda Items – none
c. Next Meeting Date – TBD
Meeting was adjourned at 2:45 p.m.
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
Thursday, June 4, 2020 at 3:00 p.m.
Teleconference via GoToWebinar
BOARD MEMBERS PRESENT: Bruce Skidmore and Clint Pearce
BOARD MEMBERS ABSENT: LeBren Harris
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 3:01 p.m.
BUSINESS ITEMS
1. TBID Clean & Safe Program Plan
Staff presented a draft TBID Clean & Safe Program plan for committee members to
review and provide feedback on. Committee members discussed the importance of
incorporating corporate and flagged properties’ new safety programs to build upon and
support the overall message. We will also need to create a plan that incorporates
independent properties who traditionally don’t take action on TBID opportunities or may
not have an individual published safety plan. Additionally, members and staff discussed
breaking the plan into two phases:
Phase 1: Focus on messaging and TBID member activation.
Phase 2: Configure visitor messaging and activations. Begin to push out plan to
community for further program promotion.
2. New Business Items
a. Committee Discussion –
i. Quorum and number of marketing committee members
ii. Currently open board seats
b. Future Agenda Items – none
c. Next Meeting Date – TBD
Meeting was adjourned at 3:48 pm
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 13, 2020 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 13, 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, May13, 2020 at 5:30 p.m. via teleconference, by Chair Matteson.
ROLL CALL
Present: Members Melissa Godsey, Ryan Heath, Stephanie Stackhouse, Samantha Welch and
John Conner, Vice Chair John Thomas, and Chair Dana Matteson
Absent: None
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 MEMBER CONNER, SECONDED BY MEMBER GODSEY,
CARRIED 7-0, to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Special Meeting on April 8, 2020.
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 May 13, 2020 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY REPORT
Jacqui Clark-Charlesworth, SLO Chamber provided a PowerPoint presentation and responded
to Committee inquiries.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. COVID-19 UPDATE & PROGRAM ADJUSTMENTS
Molly Cano, Tourism Manager provided a brief update to the committee on the City’s actions
related to COVID-19 including the impacts to the current PCC programs. Jacqui Clark-
Charlesworth presented the COVID-19 Tourism PR Communication Strategy.
Public Comment
None.
--End of Public Comment--
No action was taken on this item. The COVID-19 Tourism PR Communication Strategy was
received & filed with no changes.
2. 2020-21 GIA PROGRAM
Molly Cano, Tourism Manager presented recommended program changes for the 20-21 GIA
program due to COVID-19 for the committee’s review and approval. The changes included
the termination of the current 20-21 GIA application period/program based on the uncertainty
of COVID-19 and the committee directed staff to establish a revised or modified program in
its place that is in alignment with the GIA intent but responsive to the current environment.
Public Comment
None
--End of Public Comment--
No action was taken on this item.
The committee provided direction to staff to communicate the cancelation of the 20-21 GIA
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 13, 2020 Page 3
application process and work with the taskforce on a modified program. The taskforce includes:
Members Ryan Heath and Stephanie Stackhouse, and Chair Dana Matteson.
3. SHOP LOCAL PROGRAM DEVELOPMENT
Molly Cano, Tourism Manager provided a presentation on the planning process and program
outline for the proposed “Shop Local” program and responded to Committee inquiries. The
committee discussed the program elements outlined by staff discussed the allocation of the
remaining $40,000 from the PCC budget to supplement the program.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY VICE CHAIR THOMAS, SECONDED BY MEMBER
CONNER, CARRIED 7-0 to move forward with the Shop Local program as presented
excluding the mirco-grant program, create the new taskforce for the Shop Local program and
grant the taskforce has the authority to work with staff on the agency selection process
including RFP execution. The taskforce includes: Member Conner, Vice Chair Thomas and
Member Welch.
4. FY 20-21 BUDGET PROCESS
Molly Cano, Tourism Manager presented the FY 2020-21 budget process and status to the
committee. The Committee discussed initial allocations for the PCC program and gave
direction to staff and contractors for proposals in June.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT
The Committee thanked Member Godsey for your service to the Committee as this is her last
meeting.
2. GIA UPDATE – LIAISON REPORT
No updates provided.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 13, 2020 Page 4
3. TBID BOARD REPORT – TBID Meeting Minutes: January
John Conner provided a brief overview of the TBID Board Meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:34 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, June 10, 2018 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