HomeMy WebLinkAboutItem 10 - COUNCIL READING FILE_a_2019-24 TBID Strategic PlanSan Luis Obispo TBID
2019 – 2 024 ST R AT EG I C PL A N
San Luis Obispo TBID 2019–2024 Strategic Plan 3San Luis Obispo TBID 2019–2023 Strategic Plan2
STRATEGIC CLARITY
The elements of our Strategic Clarity are the SLO TBID’s “North Star” for the upcoming five fiscal years, setting the
tone and tenor everything we plan, and serve as the lens through which all of our decisions are made. As we move
into defining specific initiatives, our Strategic Clarity will serve as a touchstone.
What is the ideal future state we are trying to create?
A welcoming community with a vibrant economy that enriches the lives of visitors and
residents alike.
VISION
What is our purpose? What are we here to make happen?
We share the abundance of SLO, driving the lodging economy and serving as the voice of
our stakeholders.
MISSION
What are the fundamental beliefs that shape how we work together and serve our mission?
•Service
•Leadership
•Adaptability
•Collaboration
VALUES
What unique & sustainable value do we deliver, where do we deliver, and for whom?
The SLO TBID stewards the brand of San Luis Obispo and represents its lodging partners,
driving overnight stays by:
•Telling the San Luis Obispo story via targeted marketing content and activities
•Serving as a convener and subject matter expert for tourism conversations impacting
the destination
•Advancing strategic partnerships that extend the reach and influence of the SLO TBIDPOSITION
What do we want to be known for? What is the enduring perception or emotion that describes
the total experience of our organization?
•Essential
•Approachable
•Strategic
•Driven
• EffectiveREPUTATION
STRATEGIC
FOCUS
IMPERATIVE 1
Elevate the SLO Brand and Experience
We enhance the perception of our brand as a destination
and help ensure that slo becomes a place where visitors
return time and again.
OBJECTIVES:
•Increase visitor awareness in target markets
•Increase positive visitor perception
INITIATIVES:
•Identify the core SLO identity and develop a plan to
market it
•Establish a TBID social responsibility program
•Identify opportunities to influence community
placemaking and destination management efforts
IMPERATIVE 2
Deliver Smart Growth
We ensure growth that doesn’t simply bring more visitors,
but truly focuses on bringing the visitors we desire most,
and balances the needs of the visitor with the livability
of our community.
OBJECTIVES:
•Grow RevPAR by 4% year-over-year, adjusted for
inflation
•Year-over-year growth in TOT, adjusted for inflation
•Year-over-year growth in ratio of weekday to
weekend occupancy
INITIATIVES:
•Develop a group sales strategy
•Develop a mid-week promotion program
•Develop a local business travel program to drive
visitation
•Influence the SLO conference center development
plan and effort
•Develop an approach to monitoring local sentiment
related to tourism
The SLO TBID has identified four key areas of focus called our Strategic Imperatives. In order for our strategies to
truly create change, we must have a way to measure progress and success for each of these Imperatives, and we
must identify the initiatives that must be undertaken in the coming years in order to achieve our Objectives. Each
initiative will be operationalized and tracked to ensure we deliver on the promise of the initiative, as measured by the
objective identified below. These same Strategic Imperatives will guide process for updating and adding additional
initiatives as we complete our work through the five-year cycle.
San Luis Obispo TBID 2019–2024 Strategic Plan 5San Luis Obispo TBID 2019–2023 Strategic Plan4
IMPERATIVE 3
Build Meaningful Partnerships
We are more efficient through partnerships and we will
continue to leverage existing partnership as well as
develop new ones to reach our goals.
OBJECTIVES:
•Increase year-over-year average Earned Partnership
Value score
•Grow economic impact of tourism in SLO, adjusted
for inflation
INITIATIVES:
•Identify and develop BOLD partnerships that generate
overnight stays
•Create a partnership management plan using
measurable goals that are in line with our TBID
Mission
IMPERATIVE 4
Ensure Organizational Excellence
The TBID will strive to consistently become stronger
and more efficient to better serve our constituents.
OBJECTIVES:
•Growth in member newsletter open rates
•Growth in stakeholder satisfaction score on survey
INITIATIVES:
•Develop an organizational resilience plan
•Establish and document a process to execute,
evaluate and track strategic plan
•Identify opportunities to streamline governance and
leverage constituency of TBID
STRATEGIC
FOCUS
San Luis Obispo TBID 2019–2024 Strategic Plan 7San Luis Obispo TBID 2019–2023 Strategic Plan6
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