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Home My WebLink About07-08-2020 PCC Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda PROMOTIONAL COORDINATING COMMITTEE BOARD Wednesday, July 8, 2020 5:30 p.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 Promotional Coordinating Committee (PCC) 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 PCC meetings in the following ways: 1. Remote Viewing - Members of the public who wish to watch the meeting can view: o Go to Webinar Registration: https://attendee.gotowebinar.com/register/4879354835618871563 o Webinar ID: 617 -893-027 o You must register to view via Webinar. 2. Public Comment - The PCC 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 PCC members and saved as Agenda Correspondence. All comments submitted will be placed into the administrative record of the meeting. Promotional Coordinating Committee Board Agenda for July 8, 2020 Page 2 CALL TO ORDER Chair Dana Matteson ROLL CALL : Chair Dana Matteson, Vice Chair John Thomas, Ryan Heath, Stephanie Stackhouse, Samantha Welch and John Conner 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 the Meeting on June 10, 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 C.8 2020-21 Community Promotions Budget Report PRESENTATIONS 1. NEW MEMBER INTRODUCTION 10 mins The committee will do a brief introduction with the new committee member Lori Lerian. 2. SLO HAPPENINGS PROGRAM YEAR-END REPORT 10 mins Matchfire will present the 2019-20 year-end report for the SLO Happenings Promotion contracted services for the PCC. 3. SLO CHAMBER END OF YEAR PRESENTATION 20 mins Representatives from the SLO Chamber will present the 2019-20 year-end report for the contracted Visitor Services, GIA Support and Public Relations efforts for the PCC. BUSINESS ITEMS 1. SUPPORT LOCAL PROGRAM 30 mins Verdin will present an update on the development of the Support Local economic recovery program including the collaboration with the TBID on the #SLOready campaign. Promotional Coordinating Committee Board Agenda for July 8, 2020 Page 3 2. 2020-21 CULTURAL GIA MODIFIED PROGRAM 20 mins The taskforce will present the proposed modified program plan and grant application for the 2020-21 Cultural GIA program for the committee’s review and approval. 3. 2020-21 CONTRACT SERVICES SCOPES OF WORK 15 mins The committee will review and discuss the scope of work for the San Luis Obispo Chamber of Commerce’s Guest Services and Public Relations contracts. Original proposals attached for committee review. 4. 2020-21 PCC PROGRAM PLANNING 10 mins The committee will discuss the scheduling of a virtual Special Meeting for the purpose of annual program planning and priority setting. PCC LIAISON REPORTS AND COMMUNICATION 1. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT 2. TBID BOARD REPORT – TBID Meeting Minutes: June 10, 2020 3. TOURISM PROGRAM UPDATE ADJOURNMENT The next Regular Meeting of the Promotional Coordinating Committee Board is scheduled for Wednesday, August 12, 2020 at 5:30 p.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 – Promotional Coordinating Committee Meeting of June 10, 2020 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE 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 C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Activity Report C.7 TOT Report DRAFT Minutes – Promotional Coordinating Committee Meeting of January 8, 2020 Page 2 PRESENTATIONS 1. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT Jacqui Clark-Charlesworth, 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 3 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 Community Promotions Budget 2019-20 Budget 2019-20 Amount Budget 405,302$ 2018-19 Closed Encumbrances -$ Returned Funds (Previous Year GIA)-$ Total Budget 405,302$ Expenditure Last Updated 7/1/2020 Expenditure Allocated Committed/Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ 92,750$ 7,250$ GIA Recipients Grants-in-Aid Promotional Support Contract 30,000$ 30,000$ Chamber of Commerce Community Placemaking & Beautification Projects 50,000$ 11,230$ 38,770$ Various SLO Happenings Program 15,000$ 15,000$ Matchfire General Contract Services 2,400$ 204$ 2,196$ Various Visitors Center 119,600$ 119,600$ Chamber of Commerce PR Contract 34,000$ 34,000$ Chamber of Commerce Communications Plan Consultant Services 2,000$ 2,000$ Jennifer Sweeny Consulting Downtown Maps 9,000$ 9,000$ Chamber of Commerce Support Cost 5,000$ 5,000$ City Administration Shop Local Program 40,000$ Administration 38,302$ 38,302$ City Administration Total 405,302$ 397,086$ 8,216$ Funds Remaining -$ 8,216$ Report to City of SLO – TBID and PCC Public Relations Contract June 2020 Implementation 1)Continued vetting media monitoring services and worked with current provider to tailor services 2)Met with DCI on PR partnership and new work scope 3)Continued to work with the City, AMF and Matchfire on overall tourism marketing campaign 4)Began working with Verdin on Support SLO Campaign 5)Began working with the City and Noble Studios on #SLOReady campaign 6)Met with PCC Chair and Vice-Chair to discuss 20-21 committee goals and Chamber partnership Proactive media outreach 1)Connected with Cal Poly CIE on potential opportunities 2)Coordinated Kathy Chin-Leong’s attendance at AngelCon 2020 for work on a potential story 3)Continued connecting with SLO community partners 4)Continued outreach to past hosted media and influencers Partnerships 1)Submitted content for USA Today for CCTC pitch 2)Connected with the new GM’s of Hotel Cerro and The Kinney 3)Attended Arival Webinar: Think Differently 4)Attended Visit SLO CAL Virtual Townhall 5)Provided additional photos for RETREAT Magazine article to journalist hosted as part of ‘Unpretentious Luxury’ FAM 6)Provided photos of SLO venue to Carrie Bell for California Wedding Day Media Placements 1.8 local-approved secrets to planning the perfect California vacation We hosted Melanie Haiken as part of the “Unpretentious Luxury” FAM in partnership with Hotel SLO and Hotel Cerro. Her first story from the trip landed in The Points Guy where the Central Coast was included as the besk amongst California’s insider secrets. UVPM: 2.4M Report to City of SLO – TBID and PCC Public Relations Contract June 2020 2.This Long-overlooked California Region Has Offbeat Hotels, Stunning Beaches and Hiking Trails, and Some of the Best Wines in the West We hosted Tanvi Chheda in SLO for part of her Central Coast story in Travel + Leisure. This digital piece is the extended version of the print story that was published in May. Chheda touts SLO’s geographic accolades and the “arrival of two game-changing properties”. UVPM: 141.3M AD VALUE: $33.9K 3.EDNA VALLEY: TAKE A TOUR OF SAN LUIS OBISPO'S MOST AMAZING VENUES WITH CALIFORNIA WEDDING DAY We worked with Carrie Bell to spotlight new wedding venues in San Luis Obispo for California Wedding Day. The piece called SLO one of the most popular wedding destinations in California highlighting the SLO Brew Lofts as a versatile venue for wedding parties. UVPM: 33K 4.THE BEST CITIES FOR BIKES Places for Bikes listed SLO as 2020’s number one best city for bikes. 567 cities in the US were rated and the score was based on ridership, safety, network, reach and acceleration. Many other outlets shared the rating, including Endurance Sportswire, Smart Cities World, Paso Robles Daily News and CBS affiliates. UVPM: 657.6K AD VALUE: $3.5K 5.This is the future of hotel design after coronavirus, according to hospitality architects Business Insider touted many of Hotel SLO’s features as examples for the future of hotels, specifically noting its numerous open, outdoor spaces for year-round use. UVPM: 118.3M AD VALUE: $74.9K Report to City of SLO – TBID and PCC Public Relations Contract June 2020 6.The Best Staycation Spot in Each State Travel Pulse encourages readers to base themselves in SLO for a staycation to enjoy all the offerings of the region. UVPM: 138.9M AD VALUE: $32K 7.2020 America’s Best Small Cities Resonance rated San Luis Obispo #37 in their list of 100 top cities in America. The rating specifically called out the city’s climate and shopping as attributes and also noted, “SLO is moving fast—to protect its natural bounty while laying the foundation for a more inclusive community.” 8.28 Hotels and resorts reopening across California and the West East Bay Times reports Hotel SLO’s summer promotions, encouraging people to take advantage of them and enjoy San Luis Obispo’s numerous day hikes. UVPM: 228K 9.Experience California With These Customized Road Trips, Thanks To Pacifica Hotels Bella Mag’s story on Pacifica hotels includes exploring SLO’s downtown, wine region and local favorite, the Kinney as part of their adventurous traveler road trip. UVPM: 1K Report to City of SLO – TBID and PCC Public Relations Contract June 2020 10.What You Need To Know About Shopping In California Visit California includes Central Coast Surfboards as an innovator for customer service highlighting their store staff guides and take on safety precautions. UVPM: 1K 11.Hotel Cerro Brings Luxurious Details & Design To San Luis Obispo The Government Center Gazette and Van Nuys Press posted about Hotel Cerro and all its features and amenities, calling it, “a game changer for this charming central coast city.” UVPM: 12K 12.The best drive-in theater in every state Insider names the Sunset Drive-in its number one pick for California drive-in movie theatres. UVPM: 2.23M AD VALUE: $513 13.18 Best Drive-In Movie Theaters in the U.S. Carrie Bell writes for Trip Savvy that the Sunset Drive-In is a California theatre not to be missed. UVPM: 76.1M AD VALUE: $17.5K Report to City of SLO – TBID and PCC Public Relations Contract June 2020 Support Local 14.San Luis Obispo will close streets for outdoor dining KEYT reports on San Luis Obispo’s pilot program Open SLO, designed to help businesses reopen while adhering to social distancing measures. UVPM: 114K 15.As SLO county opens back up, it's time to support our small local food and drink establishments New Times encourages readers to patronize local eateries that have reopened, touting Tolosa for it’s safety protocols and for being one of the first wineries to open with food once allowed. UVPM: 17K 16.Left Coast T-Shirt Company launches campaign to help local businesses New Times reports on SLO based Left Coast T-Shirt Company’s effort to help local business through their ‘Here for Good SLO’ campaign, with 50% of the proceeds going to the different businesses. UVPM: 17K 17.Kathy Marcks Hardesty: The new normal at tasting rooms Local wine writer, Kathy Marcks Hardesty writes about both the delicious wines and impressive adaptations of Claiborne & Churchill and Stephen Ross Wine Cellars for Santa Ynez Valley News. UVPM: 70.5K Report to City of SLO – TBID and PCC Public Relations Contract June 2020 DCI Results 18.5 Drive-In Movie Theaters Across America Forbes includes the Sunset Drive-In in their round up of top outdoor movie theatres. UVPM: 28.3M 19.Pull-Up And Chill: 6 Drive-In Movie Theaters To Check Out While Safely Social Distancing Travel Noire additionally includes Sunset Drive-In as part of their story on the socially distant activity. UVPM: 62.4K Grants-in-Aid Marketing Support June 2020 Report Organization Event EC PR PC VC SM MTG ES ST HD TT DS COVID Associated Quilt Guilds of the Central Coast (AQGCC)Seven Sisters Quilt Show X X X R Cal Poly Corporation on behalf of Cal Poly Arts 2019-20 Broadway Series X X X X X X C, C, R Canzona Women's Ensemble Canzona Women's Ensemble Concerts X X X X Central Coast Ag Network, dba City Farm SLO and (until 2019) as Central Coast Grown City Farm SLO Fall Harvest Festival X X X X X X X D X D Central Coast Autism Spectrum Center Zombie Invasion SLO X X X X X X Downtown SLO 24th Annual Concerts in the Plaza X X X X X X X D X D Ecologistics, Inc./ R.A.C.E. Matters BELONGING X X X X X X Foundation for the Performing Arts Center Family Day at the PAC X X X History Revisited 35th Annual Central Coast Renaissance Festival X X D X X D X D D X Loving Farm Animal Sanctuary Central Coast VegFest X X X X X X X Mission College Prep Love SLO Opera San Luis Obispo South Pacific: A City Wide Arts Collaboration X X X X X D Orchestra Novo 5th Annual POPS ON! Labor Day Weekend Concert X X D X X X X D X X San Luis Obispo Master Chorale Series of Concerts Accompanied by Lectures X X X X X X C San Luis Obispo Railroad Museum Central Coast Railroad Festival X X X X D San Luis Obispo Repertory Theatre SLO Repertory Theatre 2019-2020 Season X X X X X X X D X X C, C, C, C San Luis Obispo Vocal Arts Ensemble "The Feast of Lights" Choral Concert by the Award- Winning Vocal Arts X X X X X SLO Blues Society SLO Blues Society Dance Concerts X X X X X X SLO Classical Academy An Evening with Chris Burkard X X X X X X X Spokes Spokes Nonprofit Symposium X X X X X X X St. Andrews Greek Orthodox Church San Luis Obispo Greek Festival X X R The Central Coast Shakespeare Festival Shakespeare Under the Stars X X X X X D X D D X The Monday Clubhouse Conservancy The Monday Club - Women's Vote Centennial X X X X X X United Way of San Luis Obispo Flavors of SLO C Wilshire Hospice Dia de los Muertos X X X X X X X X Black is current month, gray is past work Boxes marked with "D" indicate that recipients knew about service and declined to utilize. 24 Total; 23 served to date or in progress EC- Confirmed/added event(s) in local Event Calendars, including: SLO CAL, SLO Chamber, SLO Happenings PR- Included event(s) in seasonal Press Release sent to local/regional media outlets PC- Spoke with recipient(s) via Phone Call to review/discuss promotional opportunities and answer questions VC- Prominently displayed printed promotional materials in Visitor Center; brochures, posters, etc. SM- Promoted event(s) on SLO Chamber Social Media channels via press release from recipients MTG- Met with Groups in person and offered public relations advice and support ES - Included Event(s) in monthly Event Sheet distributed digitally to local hotels. ST- Sold/are currently selling Tickets for event(s) through the Visitor Center HD - Included printed promotional material in Hotel Distribution TT - Recipient participated in Ticket Tuesday DS - Recipient Declined Services COVID - Recipient (C)ancelled, (P)ostponed, or (R)escheduled event(s) originally occuring in April, May or June 2020 to the next fiscal year due to the COVID-19 pandemic. Report to City of SLO – PCC Visitor Services Contract June 2020 Visitor Interaction June 2019 May 2020 June 2020 Walk-ins 6,572 n/a 2,080 Farmers’ Market* n/a n/a n/a Phone calls 569 944 1,102 Emails 532 1,082 1,263 *estimate without people counter Visitor Center Highlights • Maintained remote office to maintain Visitor Center as a vital information hub for first half of the month. • REOPENED the Visitor Center on Monday, June 16 th. • Working collaboratively with City and regional p artners to navigate community through COVID-19 crisis. • Promoting efforts to support local businesses – TakeOutTuesday, ShopSmall • Enjoyed helping every guest that walked through our doors, calls, emails, or otherwise engages from a safe distance. Demographic Snapshot International travelers 0 Asia 0% Africa 0% Europe 0% Australia/New Zealand 0% United Kingdom 0% North America 0% South America 0% Domestic travelers (outside of CA.) 112 West 0% West Coast 52% East Coast 31% Southwest 10% Midwest 7% South 0% California travelers 615 Northern CA 7% Southern CA 15% Central Coast 45% Central Valley 28% Desert 5% SLO Happenings | Monthly Report: June 2020 As we still find ourselves in the middle of a global crisis, in-person events of all kinds have come to a halt. We have shifted much of our work to managing and updating events that have been postponed or canceled. However, we are being proactive about adding virtual events to our event calendar and adding in-person events that will take place in Fall 2020. In June, we continued to build out the SLO Happenings calendar with over 1,519 events and 14 new events added for the month. Social Highlights + Performance Ticket Tuesday Total Entries Total Likes Total Reach Just Baked SLO Gift Certificate 94 440 6,690 Old San Luis BBQ Certificate 182 182 6,297 High Street Deli Gift Certificate 293 596 8,004 Total 569 1,218 20,991 Website Highlights + Performance In March we made decision to pause Ticket Tuesday because it was so heavily focused on promoting events, which as we know have completely come to a halt. However, mid-April we relaunched our Ticket Tuesday program with a new direction. We are currently using our Ticket Tuesday program to provide the community with a fun contest and a way to support local businesses. Giveaways include virtual tastings, dinner, gift cards, etc. Engagement has been very successful and have been some of our most highly engaged posts to date. Traffic across all SLO TBID digital properties has seen a significant decrease, including the event calendar. In general, VisitSLO.com is experiencing a 40% decrease across the site. The SLO Happenings event calendar was the 6th most visited page on VisitSLO.com with 1,188 pageviews –which is a 48% decrease year-over-year largely due to the current pandemic. Email Highlights + Performance Summary *Due to the pandemic, monthly event emails have been paused. 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$ 206,704$ 108,433$ 67,075$ -65.9% April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 653,881$ 751,077$ 120,094$ ---84.0% May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 626,025$ 688,231$ 182,016$ -73.6% 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$ 6,015,719$ -25.1% 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 66.4 34.5 -48.0 156.9 119.2 -24.1 104.1 41.1 -60.5 June 75.0 182.7 137.1 Total/Average 70.87 58.51 -16.7 154.06 144.14 -4.4 110.24 88.75 -16.9 Occupancy ADR TOT Comparison RevPAR*Figures from Smith Travel Research Report May (26 hotels + 8 homestay + Airbnb) April (37 hotels + 13 homestays + Airbnb) updated: 7/1/2020 Community Promotions Budget 2020-21 Budget 2020-21 Amount Budget 404,143$ Returned Funds (Previous Year GIA)-$ Total Budget 404,143$ Expenditure Last Updated 7/1/2020 Expenditure Allocated Committed/Expended Available Balance Contractor Grants-in-Aid Funding 100,000$ -$ 100,000$ GIA Recipients Grants-in-Aid Promotional Support Contract -$ -$ Community Placemaking & Recovery Projects 50,000$ -$ 50,000$ Various General Contract Services 36,646$ -$ 36,646$ Various Visitors Center 119,600$ -$ Chamber of Commerce PR Contract 46,213$ -$ Chamber of Commerce Downtown Maps 9,000$ -$ Chamber of Commerce Support Cost 5,000$ -$ City Administration Administration 37,685$ -$ City Administration Total 404,143$ -$ 186,646$ Funds Remaining -$ 404,143$ 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. 1 June 2020 Table of Contents Cover letter 1 Qualifications 3 Project Team 4 Proposals 5 Summary 11 2 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. 3 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: 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. 4 June 2020 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 5 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 6 June 2020 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 7 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 8 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 9 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. $7,425 a year We propose joint funding by the TBID & PCC 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 11 DRAFT Minutes – Tourism Business Improvement District Board Meeting of 06/10/20 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD 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 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 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 6/10/20 Pg. 2 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. 3 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 6th. • 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 12th 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