HomeMy WebLinkAboutItem 10 - 2020-21 Community Promotions ProgramsItem 10
GtT Y Ofi
rn O Council AgendaReport
CIS O
Department Name:
Cost Center:
For Agenda of:
Placement:
Estimated Time:
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2020-21 COMMUNITY PROMOTIONS PROGRAMS
RECOMMENDATION
Administration
1006
July 7, 2020
Business
N/A
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotional Coordinating Committee (PCC):
1. Authorize the City Manager to enter into various contracts and program expenditures for the
TBID not to exceed the 2020-21 program budget of $1,014,000 (excludes staffing costs)
based on the recommendations by the TBID Board and the adopted TBID Fund revenue
projections as part of the 2020-21 Budget Supplement.
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-appropriated
fund balance from the 2019-20 fiscal year, following the completion of the City's audited
financial statements, for tourism marketing expenditures in 2020-21 based on the
recommendations by the TBID Board.
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in 2020-21 in accordance with the TBID reserve policy.
4. Authorize the City Manager to enter into various contracts and program expenditures for
Community Promotions not to exceed the 2020-21 program budget of $368,000 (excludes
staffing costs) based on the recommendations by the PCC.
REPORT -IN -BRIEF
The City's Community Promotions program is comprised of the City's tourism assessment
district and General Fund allocations to community promotion activities. The use of program
funding is based on recommendations by two advisory bodies to the City Council: the TBID and
PCC. While these advisory bodies have separate program functions and budgets, together they
work to promote San Luis Obispo locally, regionally, nationally, and internationally.
TBID
The TBID Board advises the City Council in the administration and use of the TBID assessment
funds. The role of the Board is to establish and facilitate projects to promote tourism to the City
of San Luis Obispo that directly benefit the City's lodging industry in the form of marketing,
advertising, partnership and promotions.
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During the COVID-19 pandemic from March through June, in an unprecedented move the TBID
paused all paid media efforts and promotion. The messaging to the loyal visitor base was, "now
is not the time to come to SLO". With the phased reopening of the community and as the City
begins the strategic recovery efforts, tourism is expected to play a vital role in the economic
recovery for our community.
However, as with most industries the recovery will be slow and the TBID work will be
deliberate. As stated in the adopted budget for fiscal year 2020-21, due to the severe and
immediate impact of COVID-19 on the tourism industry, the TBID is expecting a decline in
revenue of $500,000, approximately a quarter of the TBID's annual operating budget. In order to
account for this reduction as well as additional budget impacts resulting from the pandemic, the
TBID Board took a very conservative approach to the 2020-21 budget appropriations by
reducing all ancillary expenditures in order to maintain the core financial investment in
marketing efforts. The areas of reduction for 2020-21 are primarily supplemental expenditures
which include the reduction in strategic partnership commitments, the elimination of special
event sponsorships, tradeshow participation, and the reduction in the amount allocated to the
marketing service contract with the new tourism marketing agency Noble Studios.
After thorough review and consideration, and considering the uncertainties surrounding the
impending impacts from COVID-19, the TBID Board has identified the following program
priorities and budget allocations for the focus of TBID marketing efforts in fiscal year 2020-21:
1. Tourism Marketing Services: the TBID will maintain its largest budget allocation
(approximately 40%) towards a marketing service agreement with the new agency of record
Noble Studios. As an element of this effort, Noble Studios has contracted with public
relations and content agency, DCI, to execute expanded proactive public relations and
content development work for the TBID. This new agreement is a two-year agreement with
an opportunity to extend for an additional two-year term and is the result of a four -month
RFP process.
2. Other Contract Services: continuation of agreements with the San Luis Obispo Chamber of
Commerce for Guest Services and responsive Public Relations through contracted work
efforts.
3. Membership in Industry Associations & Programs: including the Central Coast Tourism
Council, the California Travel Association, and the transition to from an expanded strategic
partnership to an annual membership for the TBID with SLO Coast Wine Collective
(formerly SLO Wine Country Association).
4. Contingency Fund: to account for the funding uncertainties that may arise from the
discrepancies between the budget assumptions and actual revenue collection, the TBID has
not committed approximately $345,000 (28%) of the projected revenues towards specific
expenses in order to maintain flexibility in the contract service budget. Should revenues be
realized, then previously committed program areas will be considered for budget allocations
such as: strategic partnerships in the form of financial sponsorship with Cal Poly Athletics
and Cal Poly Office of Student Affairs; Event Sponsorship; Tradeshow participation;
California Hotel & Lodging Association (CHLA) membership; and additional increases in
the marketing service agreement expenditures. Historically the funding for Cal Poly Athletics
has been in the form of marketing sponsorship and hosted team rooms, however due to the
uncertainly of the athletics events for the 2020-21 academic year, this sponsorship was
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paused. For the sponsorship with the Cal Poly Office of Student Affairs, funding towards
marketing representation at key events like SLO Days, WOW, Parents weekend is not
relevant this year as the events have move away from in -person hosting, however staff is
working with Cal Poly to participate in the virtual programing from an educational role as
opposed to a paid sponsor role. CHLA membership renewal is in the fall, and so the TBID
will be surveying TBID properties to evaluate the value before committing to the costly
renewal before October 2020.
PCC
Since the development of the PCC Strategic Plan, the PCC has used this plan as a roadmap for
decision making. During COVID-19, this work was accelerated and the work lane for the PCC
became even clearer. As stated in the bylaws, "the purpose of the PCC is to advise the Council in
working to improve the quality of life for all City residents and our visitors. The Committee
recommends projects to help promote the City as a regional trade, recreation, and tourist center,
consistent with community goals." As the City begins the recovery from the impacts of COVID-
19, the PCC will play a significant role by serving as one component to advance those efforts.
With this is mind, the PCC identified allocations of its program budget and time to develop a
new initiative to support the community in recovery. In addition to that new project, the
following program priorities and budget allocations are the focus of the PCC's community
promotions efforts in fiscal year 2020-21:
1. Chamber of Commerce Contract Services: continuation of agreements with the San Luis
Obispo Chamber of Commerce for the second year of the two-year agreement for Visitor
Center operations with modifications based on the new normal related to COVID-19; and for
the shared public relations services in partnership with the TBID; and the production &
distribution of the City tear -off maps.
2. Strategic Initiatives: funds available for the development of new projects to enhance the
quality of life in San Luis Obispo through strategic placemaking or recovery investments.
The details of the projects within this work program have yet to be determined by the PCC.
Once the program budget is approved, in July the PCC will begin to evaluate and identify the
projects to serve the need of the community. Examples of how this fund had been used in
previous years include the seed -funding for the SLO Happy parking arch mural at the Marsh
Street parking structure, the Cultural and Holiday banner/flag program, and a portion of the
funding for the Support Local economic recovery program that is currently in development.
3. Cultural Grants In Aid (GIA) Program: With the current restrictions on large group
gatherings, the PCC was forced to terminate the regular Cultural GIA application process and
establish a modified program that meets the current needs of the community. Due to COVID-
19, special events in our community are being reimagined. The PCC will reconfigure the
GIA program to reflect the current realities and needs of local community events, but has
maintained the full allocation ($100,000 in funding and the opportunity for up to $30,000 in
promotional support services) intended to support these grants within the program budget to
support events in the community in a new way.
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DISCUSSION
Background
With the 2020-21 adopted budget, the City Council approved the individual program budget and
defined the work program for the Community Promotions program (PCC) and the TBID. Both
programs are overseen and administered by advisory bodies to the City Council. The PCC makes
recommendations regarding the use of Community Promotions program funding and the TBID
Board recommends the use of the TBID assessment. Both advisory bodies have established
recommendations for use of funding in 2020-21 with respective contract considerations.
Tourism Business Improvement District (TBID)
The TBID Board began its program development and budget allocation process in March 2020,
by discussing the goals, priorities, and direction for the 2020-21 TBID program. During this
process, the COVID-19 pandemic unexpectedly and dramatically modified the TBID's financial
state and outlook. Because of this, the TBID Board had to reevaluate all areas of program
commitments to maximize every investment to market San Luis Obispo in a thoughtful and
deliberate manner. Although these revised program allocations seem very different, the TBID
has aligned the new budget direction, program priorities, and funding commitments with the
fulfillment of the TBID's five-year strategic clarity plan imperatives and the needs for the
economic recovery in San Luis Obispo. The complete TBID strategic clarity plan including the
updated document is available for review. (Attachment A — 2019-24 TBID Strategic Plan).
The TBID strategic initiatives are to:
1. Elevate the SLO Brand & Experience.
2. Deliver Smart Growth.
3. Build Meaningful Partnerships.
4. Ensure Organizational Excellence.
In the budget deliberation, the TBID Board, with the recommendation from the Management
Committee, considered all activity and program commitments including strategic partnerships
and contracts, marketing and advertising, events promotions, tradeshows, tourism organization
and research, and support. The recommendations were made in conservative approach to the
2020-21 budget appropriations by reducing all ancillary expenditures in order to maintain the
core financial investment in marketing efforts while allowing for revenue fluctuations and
uncertainty through a robust contingency fund.
In addition, the TBID identified key contractual obligations that are imperative to the TBID
program. The TBID requested contract proposal presentations from the SLO Chamber of
Commerce for the on -going Guest Service and responsive Public Relations efforts. Based on the
content of the annual proposals and the recommendation from the Management Committee, the
TBID Board recommends that Council authorize the City Manager to enter into separate
contracts with the following organizations for the specified programs (Attachment B - TBID 06-
10-20 Draft Minutes; Attachment C- 2020-21 TBID Proposal):
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1. SLO Chamber of Commerce: The TBID and PCC Boards recommend funding the Public
Relations contract (shared with the PCC) in the TBID amount of $42,500 and the
continuation of the media monitoring service at the fee of $3,712.50 annually.
2. SLO Chamber of Commerce — Guest Services: The TBID Board recommends full funding of
the proposal for Guest Services in the amount of $47,500, which includes the continuation of
the phone & availability service and the special promotions support service.
Industry Associations & Programs
The TBID Board also considered membership and programs with the following industry
associations within California:
1. Central Coast Tourism Council (CCTC): The Board recommends maintaining membership
with the CCTC in the amount of $850.
2. California Travel Association (CalTravel): The Board recommends membership with the
CalTravel organization in the amount of $875.
3. SLO Coast Wine Collective: The Board recommends membership with the SLO Coast Wine
Collective in the amount of $4,200.
The remaining TBID program funds are allocated to program expenses including cooperative
marketing opportunities with organizations like Visit SLO CAL or CCTC, attendance at industry
conferences and additional partnerships, Smith Travel Reports, and marketing and promotional
initiatives. (Attachment D— 2020-21 TBID Budget Allocation).
Any un-appropriated fund balance from 2019-20 will be used for marketing programs in 2020-
21. These expenditures will be reviewed and approved by the TBID Board based on audited
financial statements.
Promotional Coordinating Committee (PCC)
The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo and to
enhance the quality of experience for visitors to San Luis Obispo. This mission was the guiding
force behind the budget consideration for the PCC. During the June 10, 2020 meeting, the PCC
finalized the 2020-21 budget allocations in response to COVID-19 including the continuation of
Visitor Services and Public Relations efforts, strategic initiative investment for community
placemaking and recovery efforts, and GIA funding. (Attachment E — 2020-21 PCC Budget
Allocations; Attachment F — PCC 06-10-20 Draft Minutes)
Chamber of Commerce Contract Services
The PCC received a presentation from the Chamber of Commerce for the proposed on -going
contract services. This included the contracted services for Visitor Center operations, the shared
public relations services in partnership with the TBID, the marketing and public relations support
of the GIA recipients, and the production of the City tear -off -maps. As a summary, the PCC
considered the following contracts with the Chamber for fiscal year 2020-21:
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1. Visitor Services: modifications to the second year of the two-year contract for the
continuation of the Visitor Center operations. Changes were made to the work scopes to
account for impacts from COVID-19 included the development of virtual services and
support from the Visitor Center team as well as expanded deliverables like the event calendar
entries. The funding amount is maintained for the Visitor Services contract in the amount of
$119,600 in fiscal year 2020-21.
2. Public Relations: modifications to the scope of work for the contract include expanded work
effort and deliverables to address the recovery efforts in SLO. The contract amount is
$85,000 shared 50150 between the TBID & PCC.
3. Tear Off City Maps: the annual production and printing of the tear -off maps at the same
$9,000 fee for the pass -through production and printing costs.
4. GIA Support Contract: the PCC considered a one-year term at the contract cost of $30,000
for the promotional support of GIA recipient events; however, the PCC decided to hold this
commitment until the overall GIA program modifications were finalized and the support
needs were identified.
The full proposals can be reviewed in the Council Reading File. (Attachment G — 2020-21 PCC
Proposal)
Previous Advisory Body Action
The following advisory body actions were taken to support these recommendations:
• TBID approval of the line item budget and contract terms on June 10, 2020 and
recommended to City Council for approval. (Attachment B - TBID 06-10-20 Draft Minutes)
• PCC approval of the line item budget and contract terms on June 10, 2020 and recommended
to City Council for approval. (Attachment F — PCC 06-10-20 Draft Minutes)
Policy Context
As referenced in the City's Municipal Code, Section 12.42.030 (Authorized Use), TBID revenue
is used for the promotion of tourism.1
Public Engagement
The public engagement was adequately done in order to prepare these recommendations to City
Council. All Advisory Body Meetings for the TBID and PCC were noticed in accordance with
Brown Act standards.
' 12.42.030 — Authorized Use: A. The general promotion of tourism within the district is to include costs as
specified in the business plan to be adopted annually by the city council.
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ENVIRONMENTAL REVIEW
The California Environmental Quality Act (CEQA) does not apply to the recommended action in
this report, because the action does not constitute a "project" under CEQA Guidelines sec.
15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2020-21
Funding Identified: Yes
Fiscal Analysis:
Funding
Sources
Total Budget
Available
Current Funding
Request
Remaining
Balance
Annual
Ongoing Cost
General Fund
$404,143
$404,143
$0
$0
State
Federal
Fees
Other: TBID
$1,253,400
$1253,400
$0
$0
Total
$ 1,657,543
$1,657,543
$0
$0
The 2020-21 budget projected TBID revenue based upon 20% of Transient Occupancy Tax, at
$1,253,400 as can be referenced on page 79 of the Budget Supplement. Staff recommends that
the Council fully appropriate the TBID budget for various contracts and program expenditures as
outlined in this report and at the recommendation of the TBID Board. It is the fiscal
responsibility of the TBID to utilize the maximum amount of revenue each year to further the
marketing reach through the district's promotional efforts. In October as part of the City's budget
revise, the TBID assessment revenue will be reevaluated based on summer travel trends. If
needed, adjustments to the TBID budget will be made at that time. Beyond that adjustment, in
the event that TBID revenues do not reach budget projections, staff recommends that the Council
authorize the City Manager to utilize funds in the TBID Fund Reserve to offset those revenues.
The total amount currently budgeted in the 2020-21 adopted budget for the Community
Promotions program (PCC) is $404,143 in 2020-21.
ALTERNATIVES
The Council could choose to fund the contracts at different levels or modify the scope of
services. The advisory bodies and staff do not recommend adjustments, as the proposed contracts
are the result of careful review, discussion, and negotiations between the parties.
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Attachments:
a - COUNCIL READING FILE - 2019-24 TBID Strategic Plan
b - TBID Draft Minutes of June 10, 2020
c - 2020-21 TBID Proposal
d - TBID 2020-21 Budget Allocations
e - PCC 2020-21 Budget Allocations
f - PCC Draft Minutes of June 10, 2020
g - 2020-21 PCC Proposal
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Item 10
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
qu1
' Minutes - DRAFT
June 10, 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 June 10, 2020 at 10:07 a.m. held via GoToWebinar by Chair John Conner.
ROLL CALL
Present: Chair John Conner and Board Members Bruce Skidmore, LeBren Young -Harris, Clint Pearce
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, May 13, 2020
C.2 Minutes of Special Meeting on Monday, May 11, 2020
C.3 Smith Travel Report
CA 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
Public Comment
None.
--End of Public Comment --
ACTION: MOTION BY COMMITTEE MEMBER PEARCE SECONDED BY COMMITTEE MEMBER
SKIDMORE, CARRIED 5-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7.
DRAFT Minutes — Tourism Business Improvement District Board Meeting of 06/10/20 Pg. 1
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Item 10
BUSINESS ITEMS
1. New Agency Onboarding Plan
Representatives from Noble Studios + DCI presented their high-level plans for June and July 2020 and their
proposed fiscal year budget breakdown as the marketing services agency. As part of the agency's plan and
to assist in recovery efforts, they reintroduced a new campaign called SLO Ready for board members to
consider. Noble Studios recommended that a budget of up to $10,000 be allocated to travel and evergreen
photo and video creation for the campaign. The TBID Board provided feedback on the campaign concept
and expressed overall interest in moving forward with the plans and campaign presented.
Public Comments:
None.
---End of Public Comments ---
ACTION: MOTION BY COMMITTEE MEMBER SKIDMORE SECONDED BY COMMITTEE
MEMBER PEARCE, CARRIED 5-0, to approve the presented timeline, program budget breakout as
presented and to move forward with the presented SLO Ready campaign concept, but to further discuss and
take action on the campaign's content creation budget request of up to $10,000 separately and under the
agenda's business item 3.
2.2020-21 Annual Contract Services
The Board received a presentation for the San Luis Obispo Chamber of Commerce's Guest Services and
Public Relations annual contracted services from Dusty Colyer-Worth and Jacqui Clark-Charlesworth of
the San Luis Obispo Chamber of Commerce. The Public Relations Services and Media Monitoring
Services were proposed to be jointly funded by the TBID and PCC. It was recommended that these two
services are to be split with TBID funding 50% and PCC funding 50% of the 2020-21 contract.
Board members had no requests or comments on the presented services and wish to move forward with
both services as presented for the San Luis Obispo TBID.
Public Comments:
None.
---End of Public Comments ---
ACTION: MOTION BY COMMITTEE MEMBER SKIDMORE SECONDED BY COMMITTEE
MEMBER PATEL-MUELLER, CARRIED 3-0-2 (HARRIS AND PEARCE RECUSED DUE TO
CONFLICT OF INTEREST), to approve and recommend to City Council contracting the San Luis Obispo
Chamber of Commerce's Guest Services and Public Relations Services for the 2020-21 scope of work as
presented.
3.2020-21 TBID Program Budget
Tourism Manager Cano presented the updated 2020-21 FY budget projections and the TBID expenditure
categories that were discussed and developed by the Management Committee. Due to the budget being
based off revenue assumptions, the Board continues to believe in having a larger contingency fund to pull
from on an as needed basis.
Board discussion reviewed the Smith Travel Report (STR) line item and the reason our SLO TBID
subscribes to this data in addition to Visit SLO CAL. Additionally, Board members decided to move
forward with Noble Studio's presented campaign's creative and production budget recommendation of up
DRAFT Minutes — Tourism Business Improvement District Board Meeting of 6/10/20 Pg. 2
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to $10,000 but to pull this from the COVID-19 Recovery Response line item within the proposed program
budget.
Public Comments:
None.
End of Public Comments ---
ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER SECONDED BY COMMITTEE
MEMBER SKIDMORE, CARRIED 5-0, to approve that all line items within the presented 2020-21 TBID
Program Budget except for the San Luis Obispo Chamber of Commerce's annual contract be recommend
to City Council for adoption.
ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER SECONDED BY COMMITTEE
MEMBER SKIDMORE, CARRIED 3-0-2 (HARRIS AND PEARCE RECUSED DUE TO CONFLICT
OF INTEREST), to approve and recommend to City Council the presented 2020-21 contract services
budget proposal; San Luis Obispo Chamber of Commerce's Guest Services for $47,500 and the joint
funding with the PCC for the Public Relations Services at $42,500 and the Media Monitoring Service at
$3,712.50 for the 2020-21 fiscal year.
TBID LIAISON REPORTS AND COMMUNICATION
1. Hotelier Update
• Member Skidmore reported on SLO TBID Hotels that he has seen reopen. Embassy Suites will not
be reopening until July 61.
• Member Harris reported on Hampton Inn receiving a formal complaint from a guest questioned on
their reasoning for travel during the essential travel only order.
• Clarification that hotel pools will be allowed to open on June 12' if all guidance and self -
certifications are complete. Hot tubs and saunas will not be allowed to reopen.
2. Management Committee Update - June 4, 2020 minutes are in the packet for review.
3. Marketing Committee Update _ June 4, 2020 minutes are in the packet for review.
4. PCC Update - Member Pearce Tourism Manager Cano reported on
• Shop SLO Program's progress
• A modified GIA program is being worked on
5. SLO CAL Update — Member Pearce Tourism Manager Cano reported on
• VSC's advocacy work
6. Tourism Program Update — Tourism Manager Cano reported on the following:
• The State and County have released information and guidance for the June 12, 2020 reopening.
• Communications to constituents will continue to be released
ADJOURNMENT
The meeting was adjourned at 11:44 a.m. The next Tourism Business Improvement District Board meeting
is scheduled for July 8, 2020 at 10:00 a.m. held remotely and via teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
DRAFT Minutes — Tourism Business Improvement District Board Meeting of 6/10/20 Pg. 3
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Item 10
June 2020
Proposal to the City of San Luis Obispo
Tourism Business Improvement District
June 2020
Guest Services and Public Relaons
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo's Tourism Business Improvement District to strengthen San Luis Obispo as
an unforge able place where visitors engage in a unique lifestyle they aspire to live, become
emo onally a ached and return to for renewal.
Exper se: The San Luis Obispo Chamber of Commerce looks forward to building on our exis ng
strengths including a successful track record of promo ng San Luis Obispo, strong rela onships
throughout the community as well as extensive experience providing public rela ons and visitor
services.
Looking forward: For more than 50 years, the Chamber has worked with the City of San Luis
Obispo to improve the quality of life and economic vitality of our community. We con nue to
seek new opportuni es to deepen our partnership and further the understanding of San Luis
Obispo as an excep onal community to live in and visit.
SAN EUIS
05TSPO
CHAMBER
COMMERCE
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June 2020
Table of Contents
snN Avis
narsra
CHAMBER
COMMEkCk
Cover le er
Qualifica ons
Project Team 4
Proposals
Summary 11
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June 2020
Qualifica ons
The San Luis Obispo Chamber of Commerce offers a dis nc ve and powerful combina on of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direc on.
• Direct rela onships with nearly 1,400 local businesses that represent more than 33,000
employees throughout the county. These long-term rela onships allow us to work
cohesively with local businesses to execute promo ons, projects and media visits.
• Constant interac on with visitors in our downtown Visitor Center. More than 80,000
visitors were personally greeted and assisted in 2019 and we engaged with thousands
more over the phone and digitally. The center, which is open seven days a week, is
staffed by visitor informa on professionals who are trained to answer ques ons and
accommodate requests of locals, visitors and travel writers.
• Produc ve rela onships with the media, rooted in our 40+ years of work in San Luis
Obispo public rela ons. We are the go -to resource for travel writers due to the strength
of the "chamber of commerce" brand and the strong rela onships we have built through
the years.
• We have a nimble, responsive PR team, which is well informed about what is happening
in the city and can capture the a en on of as well as respond to journalists with mely
informa on, photography and contacts.
• Long-term strategic alliances with local organiza ons and events that a ract visitors and
enhance the overall experience for tourists, including Hearst Castle, SLO Coast Wine
Collec ve, Cal Poly, Fes val Mozaic, Downtown SLO, the PAC and the SLO Film Fes val.
• Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award -winning images have appeared in publica ons
such as Na onal Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
• The SLO Chamber con nues to stay on top of the trends in tourism promo ons,
working with regional, statewide, na onal & interna onal partners to iden fy and act on
emerging trends and best prac ces.
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June 2020
Project Team
The SLO Chamber has an experienced, professional staff who work together to execute projects
to comple on with a track record of success. The key team members who will lead the work for
the Tourism Business Improvement District include:
' SAN WIS
05TSPO
CHAMBER
COMMERCE
Dusty Colyer-Worth
Visitor Center Manager
Dusty Colyer-Worth has been leading the Visitor Center and its team of six
customer service professionals since February 2016. Dusty u lizes his
background in community rela ons, marke ng, customer service and retail
management to lead the SLO Chamber's guest services efforts.
Jacqui Clark-Charlesworth
Director of Communica ons
Jacqui Clark-Charlesworth has been with the SLO Chamber since 2018, and
brings to the team a strong background in marke ng, brand development &
public rela ons. In this role Jacqui works to share "why" San Luis Obispo is a
wonderful place to vaca on, live, work and generally enjoy life.
Keri Forsberg
Lead Communica ons & Social Media Strategist
Joining the SLO Chamber staff in 2015, Lead Communica ons & Social Media
Strategist Keri Forsberg has a degree in Recrea on, Parks and Tourism Planning
and Management from Cal Poly and specializes in social media trends and
marke ng, as well as connec ng community members and businesses, to
enhance the region's tourism promo on efforts.
Jim Dantona
President / CEO
Jim Dantona's focus is on helping local businesses prosper. He brings his
professional experience in government and personal passion in economic
development to assis ng on the contracts with the TBID and PCC. In addi on,
Jim comes with more than 20 years of experience in the public and private
sector helping communi es thrive.
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June 2020
Proposals
Guest Services
The SLO Chamber's Visitor Center is in a unique posi on to provide the San Luis Obispo guest
with a friendly and informa ve experience before their arrival. This not only en ces visitors to
San Luis Obispo but plays a pivotal role in the overall guest experience, encouraging travelers to
stay in and return to SLO. Through rela onships developed with each of the TBID cons tuents
we are able to capitalize on the Visitor Center's significant face-to-face, phone and email traffic
to encourage travelers to stay in San Luis Obispo and match the right guest with the right
property. To this end, we are proposing to con nue the current services we provide to the TBID.
The Chamber provides a hotel availability service that is currently exclusive to the TBID. Visitor
Center staff contact every TBID property each week, on behalf of the TBID, and maintain a
record of which hotels are sold out and which have availability for each Thursday, Friday and
Saturday as well as impacted weekdays throughout the year. This helps guests, who would
otherwise need to call each property on their own, easily find a room in the city. This service also
allows for TBID proper es to refer their clients directly to the Visitor Center for centralized guest
services. Since July 2019, the Chamber has been able to u lize this availability informa on to
refer TBID proper es more than 12,000 mes. During the COVID-19 pandemic, this service also
acts as a vital connec on point to relay and gather important informa on and data.
In addi on, Visitor Center staff answer each call made to the TBID's 1-877-SLO-TOWN phone
number, which serves as a response tool to the TBID's adver sing efforts and digital presence.
This creates the op on for a 'real person' to assist in trip planning, ensuring that travelers
seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo
before even arriving. The telephone dedicated TBID 1-877-SLO-TOWN line includes voicemail for
a. er-hours in which calls are returned during the next day's hours of operaon. In 2020-21, the
Visitor Center will be open seven days a week, Sunday -Wednesday, 9:30 a.m. — 5 p.m., and
Thursday -Saturday, 9:30 a.m. — 6 p.m. for a total of 55.5 hours a week with addional hours
seasonally added on.
This year we are also proposing the con nued use of the live chat service on VisitSLO.com that
we acvated mid -March with the Countywide shelter order. As more and more interacons are
taking place in a digital arena, this provides an addional opon to capture guest's interest in
San Luis Obispo.
Special Promoons
The Visitor Center also serves as a fulfillment locaon and customer service lead for TBID special
promoons. From July 2019 through May 2020 more than 300 Visitor Center staff hours have
been spent on TBID special promoons with a "concept to compleon" approach which includes
collaboraon with markeng partners by the Visitor Center Manager on the development of
promoons, serving as the customer service outlet for guest inquiries in regards to adversed
promoons, and the delivery of promoonal materials to guests upon their arrival in San Luis
Obispo. We propose to connue this partnership as it helps maximize the guest experience and
T
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Item 10
June 2020
also frees up marke ng partners to focus their me and efforts on the adver sing and planning
of special promo ons. As the TBID onboards a new marke ng agency, we look forward to
collabora ng on new ini a ves, while also bringing historical knowledge.
Scope of work
The scope of work within this proposal includes:
• Tracking room availability Thursday — Saturday through:
o Weekly email and phone calls to all cons tuents as well as addi onal tracking
for impacted weeks throughout the year (i.e. Cal Poly Week of Welcome, Cal
Poly Family Weekend)
o Availability informa on for impacted mes will provided to TBID proper es in
order to help maintain guest within the city
o Tracking will be extended to TBID Homestay proper es that opt in to the service
o SLO hotel contact informa on included in adver sing on exterior facing monitor
a. er Visitor Center hours on weekends
• Guest service and booking assistance for guests that call the customer service line
seeking tourist informaon on 1-877-SLO-TOWN
• Guest service and informaon assistance via the live chat widget on VisitSLO.com
• Site visits by Visitor Center staff to each hotel to build understanding of each property's
unique offerings and their individual needs to ensure that the Visitor Center is making
informed and educated referrals
o Up to 6 acvaons per year
• Site visits to TBID strategic partners (ie: SLO Coast Wine properes) to deliver TBID
markeng and promoonal materials
o Up to 2 acvaons per year
• Assisng guests in the Visitor Center with booking a SLO city hotel room
• Up to 4 acvaons per year of Visitor Center on -the -road service to assist in tourism
promoon at off -site events such as: trade shows, brand acvaons, or at in -county TBID
sponsored events, that fall upon mutually agreed dates. Lodging expenses would be
covered by the city, similar to past years.
• Up to 4 acvaons per year of Visitor Center involvement in special promoons
including:
o U liza on of the Visitor Center as a fulfillment locaon for guest pick-up and
delivery of promoon
o U lizaon of Visitor Center staff to respond to phone and email inquiries
regarding those promoons
o Involvement of Visitor Center manager in planning strategy and execuon to
ensure seamless fulfillment
$47,500 a year
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Public Rela ons
Overview of 2019-20
Since 2014, the SLO Chamber has led tourism public rela ons for the City of San Luis Obispo
through a partnership between the Promo onal Coordina ng Commi ee and the Tourism
Business Improvement District. In this role, the SLO Chamber has managed the responsive and
proac ve public rela ons efforts to showcase the best of San Luis Obispo and en ce visitors and
locals to explore our city.
In 2019, the SLO Chamber and the City worked with a consultant to develop and deliver a new
Strategic PR Plan. Over the past year, the SLO Chamber has implemented all aspects of that plan,
including development of an editorial calendar and target media list, upda ng key messages,
and launching the Media Center on VisitSLO.com.
Addi onal contract elements include pitching story ideas, invi ng writers to experience the
des na on and coordina ng those trips, sending out media releases, responding to media
inquiries, use of the SLO Chamber's photography library for editorial requests and developing
customized media kits. We do all this public rela ons work for just one client — San Luis Obispo.
This focused effort is paying off; in the past year alone, we contributed to nearly 300 media
placements that highlight San Luis Obispo including those in Travel + Leisure, Los Angeles Times,
Mercury News, Matador Network, Sunset Magazine, San Diego Union Tribune & Fodor's.
2020-21 Strategy
Since the middle of March, San Luis Obispo, like so many ci es reliant on tourism, has been
greatly affected by the COVID-19 pandemic. As restric ons begin to ease and leisure travel
reopens, San Luis Obispo will be facing a new normal in tourism and in our community. Now
more than ever, it will be impera ve to communicate the vitality and character of our
community and showcase San Luis Obispo as a safe, friendly and thriving city where people want
to live and visitors want to vaca on.
The public rela ons program will share the story of the unique offerings San Luis Obispo has for
both residents and visitors by highligh ng the character of the community and why locals love to
call SLO home. This includes the promo on of community ini a ves and the sharing of
dis nc ve experiences which set the San Luis Obispo community apart from other des na ons.
Objec ves:
a) Promote San Luis Obispo as a des na on to live, play and stay driving visita on and
delivering economic impact.
b) Build consumer awareness serving as the voice of SLO by amplifying the des na on
brand and reaching audiences locally, regionally and na onally.
c) Communicate the vitality and character of San Luis Obispo and the community.
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Target audiences:
Our promo. onal efforts will target two audience groups:
1) Potential visitors ranging from millennials to baby boomers, in defined key travel
markets (Los Angeles, San Francisco, San Diego), as well as those with special
interests such as food and wine, outdoor activities or arts and culture.
2) Central Coast residents looking to rediscover what is in their backyard or within their
community.
Strategies to reach target audiences:
Specific to the Tourism Business Improvement District
Telling the right story in the right place
Our community has never before faced the economic hurdles of these past few months. The
tourism industry is a vital part of San Luis Obispo and in our partnership with the TBID's new
marketing team, we will amplify our voice and reach, operating as the local expert. We will work
together to position San Luis Obispo as the ideal destination for visitors, taking into
consideration how the city fits into wider travel trends. As part of this effort, we will be crafting
quarterly press releases for DCI to pitch via their resources and professional contacts.
Press visits & FAMs
There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in
generating editorial placements that tell the San Luis Obispo story and showcase our key
messages. These placements inspire travel and educate consumers on the destination. This year
we will be:
• working with key partners to host individual and FAM visits based on responsive leads
and existing relationships
• additionally hosting visits as a result of DCI proactive outreach
Digital Influencer Hos ng
As the digital influencer -sphere is growing, we have dedicated more a en lion to these content
creators. In our past work as lead on the digital influencer strategy, we have found success in
authentic relationship building and will continue to work with DCI to grow this program. We will
support partnerships with digital influencers that are relevant to the SLO brand, resonate with
our target audience and have a desired reach on their platform(s). This year we will be:
• working with key partners to host visits based on responsive leads and existing
relationships
• additionally hosting visits as a result of DCI proactive outreach
Specific to the Promo onal Coordina ng Commi ee
Pu ng the pieces in place
Every inch of San Luis Obispo has its own unique history, and every SLO resident has their own
story. We propose developing a community promotions strategy and an editorial calendar to
amplify the diverse stories to tell within our community. This organized method will provide
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June 2020
ample lead- me to create content and will complement partner ac vi es and community
happenings as well as the TBID's marke ng plan to ensure overall efficiency and benefit.
Suppor ng a vibrant economy
San Luis Obispo is a bustling hub for makers, entrepreneurs and crea ves of all stripes. There are
many unique and unearthed stories to be shared within the community. As ci es across the
globe fight to regain their economic foo ng, highligh ng the character of San Luis Obispo will be
an important piece of our success. The stories of perseverance and innova on among families,
students, small business owners and professionals are wai ng to be told, and sharing these
stories will encourage further connec on amongst neighbors in our community.
Shop Local Campaign
Small businesses are the lifeblood of our community and help shape the diverse economy in San
Luis Obispo. As the PCC develops it's Shop Local campaign, the SLO Chamber will work closely
with Verdin Marke ng to amplify the message through public rela ons efforts.
Foster Key Rela onships:
Now more than ever, it is vital to work with our community partners to strengthen our collec ve
message. With less resources and more obstacles as we look to encourage people to explore our
city, the SLO Chamber will proac vely work with other organiza ons to cross market through
public rela ons ini a ves as well as grow strategic alliances. In the upcoming year we are excited
to deepen our collabora on with businesses and organiza ons that contribute to the region's
cultural vibrancy.
Visit California: We will leverage the large interna onal megaphone that belongs to Visit
California by par cipa ng in its PR programs. Key opportuni es include submi. ng content to
Visit California's editorial board, parcipang in Visit California -led press trips, sharing content
on Visit California's social media channels and potenally a ttending domesc media
marketplaces.
Central Coast Tourism Council: We will leverage the Central Coast Tourism Council's growing
reach by parcipang in its PR efforts and posioning the desnaon as the heart of the Central
Coast.
Visit SLO CAL: We will leverage the naonal and internaonal reach of Visit SLO CAL by
partnering closely with their PR team and parcipang in their PR programs. As the heart of SLO
CAL, SLO is poised to benefit from parcipang in Visit SLO CAL -led press trips and ensuring that
SLO CAL understands our message calendar, key assets and understands the city as a producve
partner in promcng our region.
SLO Coast Wine Collec ve: Understanding that the budding wine region is a flourishing aspect
of our desna on, SLO will work with SLO Coast Wine's team on telling that story and publicizing
the desnaon together.
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Cal Poly: Cal Poly is not only one of the community's largest economic drivers, but also a huge
draw for visitors whether they be families of students or those seeking the university's many
cultural offerings. Through our built-in rela. onship with Cal Poly, we are able to work with them
to get in front of additional audiences like alumni, staff recruits and other key stakeholders in the
university.
MINDBODY: The SLO Chamber has a great relationship with MINDBODY's PR team that we will
continue to grow. Our shared interest in representing San Luis Obispo as a wellness destination,
in addition to highlighting our community as one where start-ups such as MINDBODY thrive, is
an excellent example of the SLO Chamber's ability to bring together non-traditional tourism
partnerships.
SLO Lodging Proper es: We will work with the city's lodging partners and their PR teams to lead
the destination portion of any hosted media or FAMS. As there is a shared interest for success in
both promoting the hotels and the destination, this partnership is natural but also tactical in its
approach.
Scope of work:
The scope of work within this proposal includes:
• In partnership with TBID Public Relations agency:
o Developing the 2020-21 editorial calendar
o Maintaining VisitSLO media center
o Refreshing key PR messages
o Updating target media list
o Refreshing story ideas
o Crafting proactive pitches
o Building custom itineraries and hosting travel writers on individual and FAM trips
throughout the year
o Building custom itineraries and hosting digital influencers
o Participation in and pitching of TBID coordinated special promotions such as
Money for a Rainy Day
o Working in coordination on the comprehensive marketing plan to increase brand
awareness across all platforms
• Continued independently:
o Developing community promotions strategy and editorial calendar
o Tying in with Visit California, Visit SLO CAL & CCTC's public relations efforts to
enhance visibility
o Partnering with neighboring destinations on tourism initiatives
o Working with community partners on additional hosting opportunities
o Responding to pitch requests
o Fulfilling all media requests
o Sourcing, building custom itineraries and hosting travel writers on individual and
FAM trips throughout the year with key partners
o Sourcing, building custom itineraries and hosting digital influencers with key
partners
10
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Item 10
June 2020
o Par cipa on in and pitching of City coordinated campaigns such as Shop Local to
regional media and influencers
o Par cipa ng in poten al out -of -area promo onal trips (possible opportuni es
include partnerships with strategic partners such as MINDBODY) including
prepara on, media coordina on and staff travel
$85,000 a year for PR Services per year for the next year, jointly funded by the TBID and PCC
In 2019-20, the TBID funded 60% and the PCC funded 40% of the contract
Media Monitoring
In 2020-21, we propose a con nua on of the media monitoring contract with Cision which
allows the TBID & PCC to see the impact of public rela ons work, gives our PR team access to
contact informa on for outlets, freelancers and influencers, and allows for whitelisted
distribu on of media releases. This is a pass -through contract, and because of the Chamber's
nonprofit status, the service is available at a significant discount. This year, we propose the TBID
and PCC jointly fund the media monitoring service to ensure the SLO Chamber has the tools they
need to complete their work and measure results.
$7,425 a year
Summary
Guest Services for 2020-21
Public Rela ons Services for 2020-21
*$85,000, jointly funded by the TBID and PCC
$47,500 a year
$42,500 a year*
Media Monitoring Service $3,712.50 a year*
*7,425, proposing joint funding by the TBID and PCC
Packet Page 106
Item 10
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
% of Total
Committed Adjusted I Proiected I Budget
Expenditure (section in gray)
19-20
19-20
20-21
% of 20-22
Projections
TBID Budget Allocation Detail
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
$ 623,713
49.8%
Marketing Contract
$ 850,000
$ 807,000
$ 500,000
39.9%
Noble Studios / DCI
Chamber of Commerce - PR
$ 51,000
$ 51,000
$ 42,500
3.4%
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
$ 3,712.50
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%
Maintain contract
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
Lontingencyl
29,782
$ 345,728
27.6%1
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; NSLOready campaign
creative/production budget ($50,000)
Subtotal $ 1,606,600 $ 1,429,427 $ 1,250,413 100%
Budget Remaining $ - $ (295,110) $ 2,988
Packet Page 107
Item 10
Community Promotions Budget Worksheet
Budget2020-21
2019-20
2020-21 Projected
Budget
$ 405,302
$ 404,143
Carryover
Total Budget
$ 405,302
$ 404,143
Expenditure
2019-20 1 2020-21
Updated: 6/10/20
Expenditure
PCC Consideration Notes
PCC earmarked in January;
maintaining allocation for modified
Grants -in -Aid Funding
$
100,000
$ 100,000
program
Consider needs within modified
Grants -in -Aid Promotional Support Contract
$
30,000
program
Edited the Expenditure Line Item
description to be inclusive of other
Community Placemaking & Recovery Projects
$
50,000
$ 50,000
program items
Event entry work added to Visitor
SLO Happenings Campaign
$
15,000
$ -
Service SOW
Program Support for GIA would
come from the allocation if/when
General Contract Services
$
2,400
$ 36,646
needed
Contract status: second year of a 2
year term; reviewed & adjusted
SOW deliverables based on change
Visitors Center
$
119,600
$ 119,600
in service needs
50/50 split between PCC & TBID
for 20-21; 50/50 split between PCC
& TBID for media monitoring
PR Contract
$
34,000
$ 46,212.50
service
one time expense to address PR
contract support, not needed in
Communications Plan Consultant Services
$
2,000
$ -
2020-21
Downtown Maps
$
9,000
$ 9,000
Future Freeze item
Maintain funding for committee,
Support Cost
$
5,000
$ 5,000
program & staff expenditures
Administration (Staffing)
$
38,302
$ 37,685
Total
$
405,302
1 $ 404,143
Remaining Budget
Packet Page 108
Item 10
10 PROMOTIONAL COORDINATING COMMITTEE
qu1
' Minutes - DRAFT
Wednesday, June 10, 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, June 10, 2020 at 5:31 P.M., by Chair Matteson via teleconference.
ROLL CALL
Present: Committee Members Ryan Heath, John Thomas, Stephanie Stackhouse, Samantha
Welch, Vice Chair John Connor, 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 COMMITTEE MEMBER WELCH, SECONDED BY
COMMITTEE MEMBER THOMAS, CARRIED 6-0-0,(WITH ONE SEAT VACANT) to
approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on May 13, 2020
C.2 2019-20 Community Promotions Budget Report
C.3 Public Relations Report
CA 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 June 10, 2020 Page 1
Packet Page 109
Item 10
PRESENTATIONS
1. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER 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. 2020-21 ANNUAL CONTRACT SERVICES
Jim Dantona, Dusty Colyer-Worth and Jacqui Clark-Charlesworth, of SLO Chamber
provided a PowerPoint presentation on the annual contracted services for Public Relations,
GIA support and Visitor Services from the San Luis Obispo Chamber of Commerce
representatives and responded to Committee inquiries.
Public Comment
None.
--End of Public Comment --
ACTION: UPON MOTION BY COMMITTEE MEMBER WELCH, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 6-0-0, (WITH ONE SEAT VACANT) to
approve the contact services as presented with the following change:
• Increase the scope of work for event entry to up to 25 events per month
2. SHOP LOCAL PROGRAM DEVELOPMENT
Ashlee Akers, Verdin Marketing provided a PowerPoint presentation on the development of
a "Shop Local" economic recovery program. Akers presented the concept of the program
being a Support Local campaigns verses a Shop Local only campaign.
Public Comment
None.
--End of Public Comment --
DRAFT Minutes — Promotional Coordinating Committee Meeting of January 8, 2020 Page 2
Packet Page 110
Item 10
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER STACKHOUSE, CARRIED 6-0-0, (WITH ONE SEAT
VACANT) to adopt the plan as presented.
3. FY 20-21 BUDGET DISCUSSION
Tourism Manager Molly Cano provided an overview of the proposed FY 2020-21 budget
allocations for the PCC program.
Public Comment
None.
--End of Public Comment --
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS SECONDED BY
COMMITTEE MEMBER WELCH, CARRIED 6-0-0, (WITH ONE SEAT VACANT) to
approve the budget as proposed.
PCC LIAISON REPORTS AND COMMUNICATION
1. COMMITTEE OUTREACH UPDATE - None
2. GIA UPDATE — LIAISON REPORT
John Thomas provided a brief report regarding the Greek Festival.
3. TBID BOARD REPORT — TBID Meeting Minutes: January
John Connor 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 7:51 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, July 8, 2020, 2018 at 5:30 p.m., via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020
DRAFT Minutes — Promotional Coordinating Committee Meeting of January 8, 2020 Page 3
Packet Page 111
Item 10
June 2020
Proposal to the City of San Luis Obispo
Promotional Coordinating Committee
June 2020
Visitor Center Update & Promotional Services
Purpose: Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo's Promotional Coordinating Committee to enhance and enrich the
resident and visitor experience in San Luis Obispo, create a central hub of community and visitor
information, and promote the region to potential visitors.
Expertise: The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community as well as extensive experience providing public relations and visitor
services.
Looking forward: For more than 50 years, the Chamber has worked with the City of San Luis
Obispo's Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
SAN LUIS
OBISPO
CHAMBER
of
COMMERCE
Packet Page 112
Item 10
June 2020
Table of Contents
SANaLUIS
OBISPO
CHAMBER
COMMERCE
Cover letter
Qualifications
Project Team
Proposals
Summary 11
Packet Page 113
Item 10
June 2020
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direction.
• Direct relationships with more than 1,400 local businesses that represent more than
33,400 employees throughout the county. These long-term relationships allow us to
work cohesively with local businesses to execute promotions, projects and media visits.
• Constant interaction with visitors in our downtown Visitor Center. More than 80,000
visitors were personally greeted and assisted in 2018 and we engaged with thousands
more over the phone and digitally. The center, which is open seven days a week, is
staffed by visitor information professionals who are trained to answer questions and
accommodate requests of locals, visitors and travel writers.
• Productive relationships with the media, rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go -to resource for travel writers due to the
strength of the "chamber of commerce" brand and the strong relationships we have
built through the years.
• We have a nimble, responsive PR team, which is well informed about what is happening
in the city and is able to capture the attention of as well as respond to journalists with
timely information, photography and contacts.
• Long-term strategic alliances with local organizations and events that attract visitors
and enhance the experience of tourists and locals alike, including Hearst Castle, SLO
Wine Country, Cal Poly, Festival Mozaic, Downtown SLO, the PAC and the SLO Film
Festival.
• Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award -winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
• The Chamber continues to stay on top of the trends in tourism promotions, working
with regional, statewide and national partners to identify and act on emerging trends
and best practices.
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June 2020
Project Team
The SLO Chamber has an experienced, professional staff who work together to execute projects
with a track record of success. The key team members who will lead the proposed work for the
Promotional Coordinating Committee include:
SAN LUIS
OBISPO
CHAMBER
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Dusty Colyer-Worth
Visitor Center Manager
Dusty Colyer-Worth has been leading the Visitor Center and its team of six
customer service professionals since February 2016. Dusty utilizes his
background in community relations, marketing, customer service and retail
management to lead the Chamber's guest services efforts.
Jacqui Clark-Charlesworth
Director of Communications
Jacqui Clark-Charlesworth has been with the Chamber since 2018, and brings
to the team a strong background in marketing, brand development & public
relations. In this role Jacqui works to share "why' San Luis Obispo is a
wonderful place to vacation, live, work and generally enjoy life.
Keri Forsberg
Lead Communications & Social Media Strategist
Joining the Chamber staff in 2015, Lead Communications & Social Media
Strategist Keri Forsberg has a degree in Recreation, Parks and Tourism Planning
and Management from Cal Poly and specializes in social media trends and
marketing as well as connecting community members and businesses, to
enhance the region's tourism promotion efforts.
Jim Dantona
President / CEO
Jim Dantona's focus is on helping local businesses prosper. He brings his
professional experience in government and personal passion in economic
development to assisting on the contracts with the TBID and PCC. In addition,
Jim comes with more than 20 years of experience in the public and private
sector helping communities thrive.
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Visitor Center
As we enter into the second year of our current agreement and navigate through the COVID-19
pandemic, we look to how the landscape of our community has changed, and might change
further. The SLO Chamber is committed to our partnership and support of the Promotional
Coordinating Committee and looks forward to growing our efforts as we navigate this new
normal together. With there are still many uncertainties, we would like to put forward some
ideas on how we can best deliver on our partnership:
• Participate in virtual versions of key Cal Poly events, offering "Get to know SLO"
webinars and Q&As, as well as digital distribution of informational resources.
• Take advantage of the opportunity to activate the Visitor Center on -the -road service as
both new and historic events emerge.
• Make use of the Visitor Center as a space that can showcase local artists.
• Expansion of materials available in the Visitor Center to include locally sourced PPE
items.
We are open to new thoughts and ideas as the PCC moves forward in it's vital work in making
our community vibrant and thriving. When new strategies and possible work scopes develop, we
are ready and willing to jump in, help out, and come to the table with how we can expand our
long-standing partnership further.
San Luis Obispo City Maps
The tear -off, tableted city maps are the most utilized visitor resource in our Visitor Center as
well as throughout San Luis Obispo. Maps are distributed quarterly and on -demand to all San
Luis Obispo city hotels as well as hospitality partners including Amtrak, wineries and local
museums. While this project is typically updated and printed each spring, we due to this year's
unforeseen events, distribution halted in mid -March. We currently have enough maps to cover a
quarter of distribution at normal levels and propose reassessing in the fall if a reprint is
warranted. In the past, we have printed 150,000 to keep up with the demand for distribution of
approximately 37,500 maps each quarter. Additionally, we have the option to create a digital
version of the map that will be more widely accessible to properties and key partners.
hold $9,000 for 150,000 maps with minor updates
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June 2020
GIA Marketing Support
Over the last eight years, the Chamber has provided event promotion and public relations
support to the Promotional Coordinating Committee's Grants -In -Aid recipients. This partnership
has been aimed at driving attendance and support by residents and visitors to events in the city.
In the 2020-21 year, we know that the GIA initiative will look very different, as it is unknown
when events of this size will be permitted to resume. However, the Chamber is committed to
partnering with the PCC to deliver on the goal of the GIA program, creating connection among
residents through support for cultural activities. We propose the PCC hold this funding and work
with the Chamber to imagine this support for community non -profits in a new way that will
enhance the San Luis Obispo experience.
hold $30,000 a year
Public Relations
Overview of 2019-20
Since 2014, the SLO Chamber has led tourism public relations for the City of San Luis Obispo
through a partnership between the Promotional Coordinating Committee and the Tourism
Business Improvement District. In this role, the SLO Chamber has managed the responsive and
proactive public relations efforts to showcase the best of San Luis Obispo and entice visitors and
locals to explore our city.
In 2019, the SLO Chamber and the City worked with a consultant to develop and deliver a new
Strategic PR Plan. Over the past year, the SLO Chamber has implemented all aspects of that plan,
including development of an editorial calendar and target media list, updating key messages,
and launching the Media Center on VisitSLO.com.
Additional contract elements include pitching story ideas, inviting writers to experience the
destination and coordinating those trips, sending out media releases, responding to media
inquiries, use of the SLO Chamber's photography library for editorial requests and developing
customized media kits. We do all this public relations work for just one client — San Luis Obispo.
This focused effort is paying off; in the past year alone, we contributed to nearly 300 media
placements that highlight San Luis Obispo including those in Travel + Leisure, Los Angeles Times,
Mercury News, Matador Network, Sunset Magazine, San Diego Union Tribune & Fodor's.
2020-21 Strategy
• SAN LUIS
OBISPO
CHAMBER
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Since the middle of March, San Luis Obispo, like so many cities reliant on tourism, has been
greatly affected by the COVID-19 pandemic. As restrictions begin to ease and leisure travel
reopens, San Luis Obispo will be facing a new normal in tourism and in our community. Now
more than ever, it will be imperative to communicate the vitality and character of our
community and showcase San Luis Obispo as a safe, friendly and thriving city where people
want to live and visitors want to vacation.
The public relations program will share the story of the unique offerings San Luis Obispo has for
both residents and visitors by highlighting the character of the community and why locals love
to call SLO home. This includes the promotion of community initiatives and the sharing of
distinctive experiences which set the San Luis Obispo community apart from other destinations.
Objectives:
a) Promote San Luis Obispo as a destination to live, play and stay driving visitation and
delivering economic impact.
b) Build consumer awareness serving as the voice of SLO by amplifying the destination
brand and reaching audiences locally, regionally and nationally.
c) Communicate the vitality and character of San Luis Obispo and the community.
Target audiences:
Our promotional efforts will target two audience groups:
1) Potential visitors ranging from millennials to baby boomers, in defined key travel
markets (Los Angeles, San Francisco, San Diego), as well as those with special
interests such as food and wine, outdoor activities or arts and culture.
2) Central Coast residents looking to rediscover what is in their backyard or within their
community.
Strategies to reach target audiences
Specific to the Tourism Business Improvement District
Telling the right story in the right place
Our community has never before faced the economic hurdles of these past few months. The
tourism industry is a vital part of San Luis Obispo and in our partnership with the TBID's
marketing team, we will amplify our voice and reach, operating as the local expert. We will work
together to position San Luis Obispo as the ideal destination for visitors, taking into
consideration how the city fits into wider travel trends. Additionally, we will be crafting
quarterly press releases for DCI to pitch via their resources and professional contacts.
Press visits & FAMs
There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in
generating editorial placements that tell the San Luis Obispo story and showcase our key
messages. These placements inspire travel and educate consumers on the destination.
• working with key partners to host individual and FAM visits based on responsive leads
— T
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June 2020
• additionally hosting visits as a result of DCI proactive outreach
Digital Influencer Hosting
As the digital influencer -sphere is growing, we have dedicated more attention to these content
creators. In our past work on the digital influencer strategy, we have found success in the
authentic relationship building and will continue to work with DCI to grow this program. We will
support partnerships with digital influencers that are relevant to the SLO brand, resonate with
our target audience and have a desired reach on their platform(s).
• working with key partners to host visits based on responsive leads
• additionally hosting visits as a result of DCI proactive outreach
Specific to the Promotional Coordinating Committee
Putting the pieces in place
Every inch of San Luis Obispo has its own unique history, and every SLO resident has their own
story. We propose developing a community promotions strategy and an editorial calendar to
amplify the diverse stories to tell within our community. This organized method will provide
ample lead-time to create content and will complement partner activities and community
happenings as well as the TBID's marketing plan to ensure overall efficiency and benefit.
Supporting a vibrant economy
San Luis Obispo is a bustling hub for makers, entrepreneurs and creatives of all stripes. There are
many unique and unearthed stories to be shared within the community. As cities across the
globe fight to regain their economic footing, highlighting the character of San Luis Obispo will be
an important piece of our success. The stories of perseverance and innovation among families,
students, small business owners and professionals are waiting to be told, and sharing these
stories will encourage further connection amongst neighbors in our community.
Shop Local Campaign
Small businesses are the lifeblood of our community and help shape the diverse economy in San
Luis Obispo. As the PCC develops it's Shop Local campaign, the SLO Chamber will work closely
with Verdin Marketing to amplify the message through public relations efforts.
Foster Key Relationships
Now more than ever, it is vital to work with our community partners to strengthen our collective
message. With less resources and more obstacles as we look to encourage people to explore our
city, the SLO Chamber will proactively work with other organizations to cross market through
public relations initiatives as well as grow strategic alliances to promote the city. In the
upcoming year we are excited to deepen our collaboration with businesses and organizations
that contribute to the region's cultural vibrancy.
Visit California: We will leverage the large international megaphone that belongs to Visit
California by participating in its PR programs. Key opportunities include submitting content to
Packet Page 119
Item 10
June 2020
Visit California's editorial board, participating in Visit California -led press trips, sharing content
on Visit California's social media channels and potentially attending domestic media
marketplaces.
Central Coast Tourism Council: We will leverage the Central Coast Tourism Council's growing
reach by participating in its PR efforts and positioning the destination as the heart of the Central
Coast.
Visit SLO CAL: We will leverage the national and international reach of Visit SLO CAL by
partnering closely with their PR team and participating in their PR programs. As the heart of SLO
CAL, SLO is poised to benefit from participating in Visit SLO CAL -led press trips and ensuring that
SLO CAL understands our message calendar, key assets and understands the city as a productive
partner in promoting our region.
SLO Coast Wine Collective: Understanding that the budding wine region is a flourishing aspect
of our destination, SLO will work with SLO Coast Wine's team on telling that story and
publicizing the destination together.
Cal Poly: Cal Poly is not only one of the community's largest economic drivers, but also a huge
draw for visitors whether they be families of students or those seeking the university's many
cultural offerings. Through our built-in relationship with Cal Poly, we are able to work with them
to get in front of additional audiences like alumni, staff recruits and other key stakeholders in
the university.
MINDBODY: The SLO Chamber has a great relationship with MINDBODY's PR team that we will
continue to grow. Our shared interest in representing San Luis Obispo as a wellness destination,
in addition to highlighting our community as one where start-ups such as MINDBODY thrive, is
an excellent example of the SLO Chamber's ability to bring together non-traditional tourism
partnerships.
SLO Lodging Properties: We will work with the city's lodging partners and their PR teams to
lead the destination portion of any hosted media or FAMS. As there is a shared interest for
success in both promoting the hotels and the destination, this partnership is natural but also
tactical in its approach.
Scope of work
The scope of work within this proposal includes:
• In partnership with TBID Public Relations agency:
o Developing the 2020-21 editorial calendar
o Maintaining VisitSLO media center
o Refreshing key PR messages
o Updating target media list
o Refreshing story ideas
o Crafting proactive pitches
o Building custom itineraries and hosting travel writers on individual and FAM
trips throughout the year
T
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June 2020
o Building custom itineraries and hosting digital influencers
o Participation in and pitching of TBID coordinated special promotions such as
Money for a Rainy Day
o Working in coordination on the comprehensive marketing plan to increase
brand awareness across all platforms
• Continued independently:
o Developing community promotions strategy and editorial calendar
o Tying in with Visit California, Visit SLO CAL & CCTC's public relations efforts to
enhance visibility
o Partnering with neighboring destinations on tourism initiatives
o Working with community partners on additional hosting opportunities
o Responding to pitch requests
o Fulfilling all media requests
o Sourcing, building custom itineraries and hosting travel writers on individual and
FAM trips throughout the year with key partners
o Sourcing, building custom itineraries and hosting digital influencers with key
partners
o Participation in and pitching of City coordinated campaigns such as Shop Local
to regional media and influencers
o Participating in potential out -of -area promotional trips (possible opportunities
include partnerships with strategic partners such as MINDBODY) including
preparation, media coordination and staff travel
$85,000 a year for PR Services per year for the next year, jointly funded by the TBID and PCC
In 2019-20, the TBID funded 60% and the PCC funded 40% of the contract
Media Monitoring
In 2020-21, we propose a continuation of the media monitoring contract with Cision which
allows the TBID & PCC to see the impact of public relations work, gives our PR team access to
contact information for outlets, freelancers and influencers, and allows for whitelisted
distribution of media releases. This is a pass -through contract, and because of the Chamber's
nonprofit status, the service is available at a significant discount. This year, we propose the TBID
and PCC jointly fund the media monitoring service to ensure the SLO Chamber has the tools they
need to complete their work and measure results.
10
$7,425 a year
We propose joint funding by the TBID & PCC
Packet Page 121
Item 10
June 2020
Summary
San Luis Obispo City Tear -Off Maps hold $9,000
GIA Marketing Support hold $30,000 a year
Public Relations Services for 2020-21 $42,500 a year*
*$85,000, jointly funded by the TBID and PCC
Media Monitoring Services $3,712.50 a year*
*7,425, proposing joint funding by the TBID and PCC
SAN LUIS
OBISPO
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Packet Page 122
2020-21 Community
Promotions Program
Tourism Business Improvement District (TBID)
Promotional Coordinating Committee (PCC)
Recommendations
As recommended by the Tourism Business Improvement i rict (TBID) Board and the
Promotional Coordinating Committee (PCC): %ir,
�AMW r
1. Authorize the CityManager to enter various con racts and program expenditures
g p g p
for the TBID not to exceed the 2020-21 program budget of $1,014,000 (excludes
staffing costs) based on the recommendations by the TBID Board and the adopted
TBID Fund revenue projections as part of the 2020-21 Budget Supplement. 000
_
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-
appropriated fund balance from the 2019-20 fiscal year, following the completion of
the City's audited financial statements, for tourism marketing expenditures in 2020-
21 based on the recommendations by the TBID Board.
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in 2020-21 in accordance with the TBID reserve policy.
o%00p 4
Authorize the City Manager to enter into various contracts and program expenditures
for Community Promotions not to exceed the 2020-21 program budget of $368,000
(excludes staffing costs) based on the recommendations by the PCC.
a � 1 a � 1\ v
Community Promotions Background
Separ e program functions but collaborative approach to promote SLO
TBID, - t PCC
• March 2020 - COVI D-19
— Paused all paid media
— Paused all promotions
March 2020- COVI D-19
— SLO Happy arch mural
— Expansion of the Downtown Banner
— #SLOtogether Program
— Initiated Support Local Economic
• Occupancy fell to as low as 14% Recovery Program
p Y
• Major Modifications to Cultural
• Decline in TBID Revenue in FY 20- GIA Program
21 of approximately $500k
t ♦
2020-21 TBID Program
• Tourism Marketing & Advertising Services
— New marketing contract:
9 "1
itSLO.com & ShareSLO
Noble Studios & DCI M
Ott Marketing Contracts & Activities
Public Relations Suppo.r
'Guest Services
— Cooperative Advertising Opportunities (Visi
— COVI D Recovery Response - -
• Industry Memberships/Partnerships/Conferences/Support
— SLO Coast Wine Collective
Central Coast Tourism Council (CCTC) -�
— Cal Travel
Smith Travel Research
— Staff participation in industry conferences
Contingency Fund
TBID Budget Allocations
FY 2020-21
rogra m
Contract Service
— Visitor Services (Visitor Center Operations)
— Public Relations Support ,ofA-N,
— Downtown Maps (Tear -Off Maps)
• Strategic Initiatives
— Focus on Community Placemaking & Community Recovery
—Past work includes funding for new Support Local program &
PCC Budget Allocations
Program Expenses /
Maps
3%
PR Contract
13%
" -dd
41] -Wk
or.
Visitor Services
33%
FY 20-21
:unding
7
Strategic Initiatives
14%
feral Contract
Services
10%
k—
Community Promotions Recovery Efforts
Separate program functions but collaborative approach to promote SLO
TBID �
• New Marketing Agency
Onboarding
• Implement Safe, Ready & Open
Program
• Develop and implement recovery
campaign
• Evaluate and pivot when needed
Evergreen Campaign when
recovery is stable
PCC
• Implement Support Local
campaign,- ��.,• -;
Planning & Prioritization for
program work plan
Implement Modified Cultural GIA
Program
Develop additional banner/flag
TBID 30/60/90 Day Plan
June \
Discovery & Planning
Intake Immersion & Research
Brand Creative & Messaging
Discovery
SEO Planning & Set -UP
Paid Media Audit Planning &
Set -Up '
Public Relations & Influencer
Marketing Discovery
30 Days
60 Days
Build Out & Launch
Reopening Campaign
Evaluate Brand Positioning
Website Takeover
SEO Audits & Strategy
Blog Posts
Social Content +
Calendars & Daily
Posts
Develop Paid Media Plan
Leverage Existing
Influencer Partnerships
Distribute Monthly Email
Marketing
Optimize Reopening
Campaign
Develop Marketing and
Advertising Plan
Concept & Build Out
Evergreen Campaign
Creative Development
Regional/Drive Market
Influencer Partnerships
Brand Messaging Strategy
9►0 Days
• Evaluate Reopening
Campaign
• Expand Paid Media
• Target Regional
Influencer Partnership_
• Begin Media Visit
Program
#SLOready Campaign
TBID & PCC collaborate to launch a campaign encouraging
people to visit and spend locally within the City of San Luis
Obispo when the time is rightf.
Align, Activate & Amplify through and inside out approach.
— PCC messaging (locally) will show how all the businesses in SLO have
readied themselves to welcome locals, regional, i it r and tourists
aback safely and comfortably. "
— TBID messaging (drive markets) will start with showcasing the
destination's readiness then build upon the PCC's foundation to
invittravelers back to SLO.
46
Ciagnpaign
Support L,
is currently in development for PCC launch of
program in July.
r
Recommendations
As recommended by the Tourism Business Improvement i rict (TBID) Board and the
Promotional Coordinating Committee (PCC): %ir,
�AMW r
1. Authorize the CityManager to enter various con racts and program expenditures
g p g p
for the TBID not to exceed the 2020-21 program budget of $1,014,000 (excludes
staffing costs) based on the recommendations by the TBID Board and the adopted
TBID Fund revenue projections as part of the 2020-21 Budget Supplement. 000
_
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-
appropriated fund balance from the 2019-20 fiscal year, following the completion of
the City's audited financial statements, for tourism marketing expenditures in 2020-
21 based on the recommendations by the TBID Board.
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in 2020-21 in accordance with the TBID reserve policy.
o%00p 4
Authorize the City Manager to enter into various contracts and program expenditures
for Community Promotions not to exceed the 2020-21 program budget of $368,000
(excludes staffing costs) based on the recommendations by the PCC.
. 10
r
. I'i
Recommendations
As recommended by the Tourism Business Improvement i rict (TBID) Board and the
Promotional Coordinating Committee (PCC): %ir,
�AMW r
1. Authorize the CityManager to enter various con racts and program expenditures
g p g p
for the TBID not to exceed the 2020-21 program budget of $1,014,000 (excludes
staffing costs) based on the recommendations by the TBID Board and the adopted
TBID Fund revenue projections as part of the 2020-21 Budget Supplement. 000
_
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-
appropriated fund balance from the 2019-20 fiscal year, following the completion of
the City's audited financial statements, for tourism marketing expenditures in 2020-
21 based on the recommendations by the TBID Board.
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in 2020-21 in accordance with the TBID reserve policy.
o%00p 4
Authorize the City Manager to enter into various contracts and program expenditures
for Community Promotions not to exceed the 2020-21 program budget of $368,000
(excludes staffing costs) based on the recommendations by the PCC.