HomeMy WebLinkAboutItem 16 - COUNCIL READING FILE_a_SLOTBID 2019-20 Annual ReportSLO TBID
ANNUAL REPORT
2019–2020
2 SLO TBID Annual Report 2019-20 Impact of COVID-19
IMPACT OF COVID-19 ON THE 2019-20 FISCAL YEAR
The 2019-20 fiscal year was severely impacted by the outbreak of COVID-19 (coronavirus) starting in
March 2020.
In response to the pandemic, the TBID approved and adopted a COVID-19 Marketing Plan in March 2020
including steps for immediate actions, actions for large-scale outbreaks or a citywide shutdown, and actions
for a recovery plan. Elements of this plan included additional guest services such as an added Live Chat
widget for VisitSLO.com and creating the #SLOtogether campaign for social outreach. Additionally, in May
2020 the TBID approved a COVID-19 PR Communications Strategy to keep San Luis Obispo top of mind for
when people are ready and able to travel again.
During the months of March through June 2020 the TBID focused strongly on constituent outreach and
education to keep San Luis Obispo’s tourism community informed and prepared for direct pandemic
impacts. Through the TBID’s membership with the California Hotel and Lodging Association (CHLA) a variety
of safety and regulation resources and educational webinar series were shared with all lodging constituents
while Personal Protective Equipment (PPE) was provided to all hotel properties in San Luis Obispo.
The TBID’s quick responses to the pandemic allowed swift and actionable pivots to maneuver through both
positive and negative news with an end goal of recovery.
However, the impacts were not solely felt in programming, financially the TBID braced for a significant
revenue shortfall. Following the activation of the City’s Fiscal Health Contingency Plan, the TBID began
instituting budget reductions in the form of contract reductions and a purchasing chill.
COVID-19 has made massive impacts across all TBID activities. Throughout this report, COVID-19 will be
referenced and descriptions on the specific impacts will be provided in each of the TBID’s programs areas.
3 SLO TBID Annual Report 2019-20 Table of Contents
Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Advisory Body . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
2019-20 Advisory Board . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Advisory Body Bylaws . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
2019-20 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6
Strategic Plan Implementation
Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Constituent Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Branding & Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11
Paid Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12
Paid Social . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Search Engine Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13
Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14
Shareslo Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15
Influencer Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .16
Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17
Travel & Tradeshows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18
Special Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Guest Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20
Strategic Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21
Industry Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23
2019-20 Financial Analysis . . . . . . . . . . . . . . . . . . . . . . . . . .24
Income . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Expenditures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25
Looking Ahead to 2020-21 . . . . . . . . . . . . . . . . . . . . . . . . . .26
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
TOT Chart 2019-20 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
TOT Month-to-Month 2019-20 . . . . . . . . . . . . . . . . . . . . . . . . . .27
OCC Month-to-Month 2019-20 . . . . . . . . . . . . . . . . . . . . . . . . . .28
ADR Month-to-Month 2019-20 . . . . . . . . . . . . . . . . . . . . . . . . . .28
RevPar Month-to-Month 2019-20 . . . . . . . . . . . . . . . . . . . . . . .29
Visitor Personas . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
4 SLO TBID Annual Report 2019-20 Background on TBID
SLO TBID OPERATIONS SUMMARY
BACKGROUND
In June 2008 the City Council adopted Ordinance 1517 establishing the Tourism Business Improvement
District (TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of
two percent of gross receipts for the district became effective on October 1, 2008 and the use of funds was
defined in Section 12.42.030 of the Municipal Code as follow:
“This ordinance is made and enacted pursuant to the provisions of the Parking and Business
Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code).
The purpose of forming the district as a business improvement area under the Parking and Business
Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and
programs promoting tourism which will benefit the operators of hotels in the district through the
promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination.”
ADVISORY BODY
The use of the assessment fund is based on the recommendation of the Tourism Business Improvement
District advisory board that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers.
The board members are appointed by the City Council and serve for an initial term of four years with the
opportunity to serve a second term for a maximum of eight years.
2019-20 ADVISORY BOARD
NAME PROPERTY STATUS TERM
Dean Hutton Apple Farm Inn Resigned
Bruce Skidmore (Vice Chair) Embassy Suites by Hilton San Luis Obispo 3/31/21
LeBren Harris Hampton Inn & Suites by Hilton 3/31/21
Pragna Patel-Mueller Hotel Buena Vista 3/31/23
Nipool Patel Lamplighter Inn & Suites Completed
Clint Pearce Madonna Inn Appointed 3/31/21
John Conner (Chair)Petit Soleil Appointed 3/31/24
Kristin Battaglia The Kinney SLO Resigned
5 SLO TBID Annual Report 2019-20 Background on TBID
ADVISORY BODY BYLAWS
In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further
defined its role and functions as:
The functions and duties of the TBID Board shall include, but not be limited to, the following:
A. Planning a comprehensive program to promote tourism to the City of San Luis Obispo and
prepare an annual marketing program consistent with industry goals and objectives.
B. Develop advertising and promotional programs and projects to benefit the lodging industry
in San Luis Obispo.
C. Present an annual assessment report to the City Council regarding the implemented
promotional programs and projects.
D. Perform any other lawful tasks as directed by the Council.
The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting.
In 2019-20, the Board met a total of 16 times for regularly scheduled Monthly Board Meetings and Special
Board Meetings. They held 11 regularly scheduled Monthly Board Meetings, one rescheduled Special
Board Meeting due to staff’s TBID related travel, one Special Board meeting related to timely TBID
action, and three Special Board Meetings related to the Marketing Service Request for Proposal (RFP)
process. Additionally, the Board utilized the two standing committees (composed of board members)
- the Management Committee and the Marketing Committee, to execute detailed work and form
thoroughly considered recommendations to the Board. In 2019-20, the TBID also formed an RFP taskforce
to work with staff in establishing the RFP document and terms which was executed in winter 2020.
6 SLO TBID Annual Report 2019-20 Background on TBID
2019-20 YEAR BY THE NUMBERS (TOT)
The 2019-20 year proved to be the most extreme year for tourism in the City of San Luis Obispo in recent
history. This fiscal year brought the much-anticipated opening of three new lodging properties in the City –
La Quinta Inn & Suites, Hotel SLO and Hotel Cerro – which combined added more than 245 new rooms into
the city’s lodging inventory. This increase of more than 10% was monumental and while the market expected
to feel an impact from this new availability nothing prepared the TBID of the severe and immediate impact
that COVID-19 would make on our tourism industry.
As a result, in the 2019-20 fiscal year, the City collected $6.3 million dollars (-20%) in transient occupancy
tax (TOT) - $1.7 million below the original projected budget. Occupancy too was dramatically impacted this
year with a steep decline of 18.2% which equates to an average annual occupancy rate slightly under 58%
for the year. Prior to COVID-19 the occupancy for the City had been down about 1% which was in line with
expectations resulting from the increased new inventory. However, the most negatively impacted occupancy
months began in March and carried through the end of the fiscal year. Over that four-month period alone,
the City saw a decline of more than 52% in occupancy – with April being the lowest month reporting less than
18% in total occupancy – nearly a 77% decrease from the same month the prior year.
In terms of Average Daily Rate (ADR), the City saw a less drastic decline in the annual results. In 2019-20 ADR
was down 5.4% to $144.86 which is nearly the rate achieved in 2017-18. Fortunately, while in total the decline
in ADR was not as severe as the occupancy figures, it was a very disappointing end to a productive year. Prior
to COVID-19 the city was showing a strong growth year of over 3% which was a stellar trajectory for the value
of stays in San Luis Obispo.
The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room
and in the 2019-20 fiscal year RevPAR was down 19.2% to $87.64.
Finally, the downtown Visitor Center served nearly 63,000 in-person guests – which was down most
dramatically beginning in March while the in-person Visitor Center was closed for operation in accordance
with the Statewide Stay at Home order. Prior to March 2020, the San Luis Obispo lodging properties achieved
twenty-two impacted or near sellout weekends, which was slightly up from the summer, fall and early-winter
the prior year.
2019-20 YEAR BY THE NUMBERS
See the appendix for complete graphs.
MEASUREMENT FY 2019-20 RESULT % CHANGE FROM FY 2018-19
TOT $6,292,853 -20%
Occupancy 57.74%-18.2%
ADR $144.86 -5.4%
RevPAR $87.64 -19.2%
7 SLO TBID Annual Report 2019-20 Strategic Plan Implementation Year & Program Approach
STRATEGIC PLAN IMPLEMENTATION
The 2019-20 fiscal year was the first implementation year for the newly adopted 2019‐24 TBID Strategic Plan.
This document serves as one piece of the framework for the direction and decisions made by the TBID Board
for the tourism program this fiscal year. As defined within the plan, the TBID focused on fulfillment of four
Strategic Imperatives:
• Elevate the SLO Brand and Experience
• Deliver Smart Growth
• Build Meaningful Partnerships
• Ensure Organizational Excellence
Each of these imperatives contain objectives and initiatives that the TBID Board strives to achieve in the life
of the plan. During fiscal year 2019-20, the TBID established and adopted a corresponding workplan that
prioritized and assigned each initiative to aid in its pending completion.San Luis Obispo TBID
Strategic Direction 2019—2024
VISION MISSION VALUES REPUTATION POSITION
A welcoming community
with a vibrant economy that
enriches the lives of visitors and
residents alike
We share the abundance of
SLO, driving the lodging
economy and serving as the
voice of our stakeholders
•Service
•Leadership
•Adaptability
•Collaboration
•Essential
•Approachable
•Strategic
•Driven
•Effective
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 TBID
IMPERATIVES OBJECTIVES INITIATIVES
Elevate the SLO Brand and Experience
•Increase visitor awareness in target markets
•Increase positive visitor perception
•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
Deliver Smart Growth
•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
•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
Build Meaningful Partnerships
•Increase year-over-year average Earned Partnership Value score
•Grow economic impact of tourism in SLO, adjusted for inflation
•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
Ensure Organizational Excellence
•Growth in member newsletter open rates
•Growth in stakeholder satisfaction score on survey
•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
8 SLO TBID Annual Report 2019-20 Constituent Relations
CONSTITUENT RELATIONS
As an important commitment to the imperative to “Ensure Organizational Excellence” the TBID Board
continued to expand their constituent relations efforts in 2019-20. The TBID Board continued the quarterly
constituent newsletter that provides all interested constituents with information including updates on Board
activities, opportunities for seasonal promotions, and items impacting their industry.
Additionally, in 2019-20 the SLO TBID welcomed new hotel properties in San Luis Obispo. To connect to the
new lodging properties, the Board invited representatives to present at a monthly Board meeting to meet
their colleagues and learn about each other.
To keep the lodging constituency abreast of all TBID business, the Board was assigned properties to laisse.
Each board member was responsible for communication with their respective group of hotels and then
asked to report out on their findings during the “Hotel Update” portion of each Board meeting agenda.
Lastly, for the eighth year the TBID leveraged the outreach support of the SLO Chamber’s contracted services
to perform weekly lodging call arounds and quarterly hotel visits. This resulted in 4,243 touch points with San
Luis Obispo hotels through phone calls and emails, and four quarterly visits to distribute downtown maps and
other import visitor serving collateral.
In addition, to aid in COVID-19 efforts the Visitor Center team expanded the weekly lodging call arounds to
include survey questions and outreach information to inform our City response team on impacts, concerns
and trends reported directly by the hotels. Through this response effort, the Visitor Center team also
supported the TBID in the personal delivery of complementary PPE including hand sanitizer and masks to all
hotel lodging properties in the City of SLO.
9 SLO TBID Annual Report 2019-20 TBID Activities
SLO TBID MARKETING ACTIVITIES
IN 2019-20 THE TBID BOARD FOCUSED ON THE FOLLOWING KEY
MARKETING ACTIVITIES:
• 2019-2020 Campaign Production
- Produced 8 videos for digital campaign and social
- Developed a new “Be Here” creative for print and digital
• Executed new Sip Stay & Save fall promotion w/ Uber vouchers
• Google Destination partnership with Visit SLO CAL
• Updated all assets to VisitSLO.com
• Successful Money for a Rainy Day promotion and Raincheck extension
• Successful Denver Tradeshow with new partnerships
• Expanded Influencer Marketing with SLO Chamber
• Gathered new photography and videography assets
• Prompt COVID-19 pandemic response and planning
In order to implement the complex marketing programs, the TBID Board and staff worked closely with the
team of contractors including AMF Media Group and Matchfire as the final year serving as the marketing
agencies on record, and the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service
initiatives.
10 SLO TBID Annual Report 2019-20 TBID Activities
BRANDING & CAMPAIGN
The TBID manages the tourism brand for the destination
of San Luis Obispo, delivering balanced growth of
tourism, with creativity and integrity. The TBID uses the
brand messaging pillars outlined below to showcase the
unique offerings in San Luis Obispo.
San Luis Obispo Brand Messaging Pillars:
• Cultural
• Culinary
• Outdoor
• Family
The campaign messaging and aesthetic was meant
to inspire visitors to feel like their true self in San Luis
Obispo, and the evolution of the “Be Here” campaign
meant to inspire the emotions connected to why people
love visiting San Luis Obispo.
To tell this story, new promotional assets were produced
to keep the message fresh and inspiring. This included:
the production of new photo and video assets featuring a
variety of new landscapes, activities and people captured,
and refreshed creative ads that were continually being
rolled out for the print placements and digital campaigns.
11 SLO TBID Annual Report 2019-20 TBID Activities
WEBSITE
SanLuisObispoVacations .com to VisitSLO .com
The City’s official tourism website got a new name in 2019-20. The URL transitioned from
SanLuisObispoVacations.com to the newly acquired VisitSLO.com. This website is the primary marketing tool
used to represent the destination. It is designed mainly for consumers, but also serves the travel trade, meeting
planners, TBID members and media. It features robust content including a detailed calendar of events integrated
with SLO Happenings, lodging property listings for all TBID constituents including hotels and permitted
homestay properties, itinerary suggestions and features, the ShareSLO blog, and featured press coverage.
Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website. Organic search
traffic to the site continues to stand as the top traffic channel, making up 40% of site sessions in 2019-20 or
nearly 76,000 sessions. The work is done monthly to optimize pages with top keywords, meta tags and meta
descriptions. Additionally, the ShareSLO blog posts and social content were created based on forecasted
keyword and search trends.
Overall, regardless of the effort put into the site this fiscal year to ensure its searchability and relevancy, due
to the COVID-19 pandemic impacts in consumer travel intent and trip planning behaviors, the website saw a
significant decrease in all key metrics across the chart.
KEY METRICS YEAR END TOTALS YOY % CHANGE
Sessions 190,417 -14%
Pageviews 348,661 -15%
Users 160,029 -10%
PAGES YEAR END TOTALS (PAGEVIEWS)YOY % CHANGE
Find a Hotel 51,586 -7%
Find a Homestay 3,099 -13%
GOAL CONVERSIONS YEAR END TOTALS (CLICKS)YOY % CHANGE
Book Now 3,334 -32%
Visit Website 2,145 -22%
Website 6,353 -32%
Key Website Activities:
• Relaunch of VisitSLO.com
• Redesign to add over 500 business listings
• New search feature by location & category
• Addition of annual events page
• Media section rebuild
• Groups sales form implementation
• #ShareSLO blog update
• COVID traveler alerts throughout pandemic
12 SLO TBID Annual Report 2019-20 TBID Activities
PAID MEDIA
The TBID paid media focus remained targeted in 2019-20 to dedicated geographic markets including Los
Angeles, Bay Area and San Diego. In addition, the TBID expanded into new flight markets in Denver, Colorado,
Seattle, Washington and Dallas, Texas through dedicated campaigns corresponding to seasonal promotions.
The 2019-20 paid media strategy included:
• Video focus (move away from static ads)
• Target Seattle/West Coast fly zone for the fall promotion
• Geofence tradeshows
• Realign social spend on channels
Online programmatic campaigns are the most effective marketing and advertising tool to target the drive
markets in California for leisure travelers to San Luis Obispo. The TBID continues to use branded advertising
to maximize online reach for the promotion of San Luis Obispo through strategic placement on top travel and
lifestyle sites through a programmatic digital advertising program. Paid media was heavily dedicated toward
digital display, mobile, email targeting and SEM.
The 2019-20 paid media strategy tactics included:
• Programmatic Retargeting
• Native Video
• Gmail Promotional Tab Targeting
• Search Engine Marketing (SEM)
• Social: Facebook / Instagram / Pinterest
• Geofencing the Denver Tradeshow
The targeted paid media campaign for the TBID was scheduled to run from September – May, however due to
the onset of COVID-19 the TBID paused and eventually cancelled all paid media mid-March.
5,601,447
TOTAL IMPRESSIONS
856,217
TOTAL CLICKS
15%
TOTAL CTR
13 SLO TBID Annual Report 2019-20 TBID Activities
SEARCH ENGINE MARKETING - SEM
Search Engine Marketing is one portion of the TBID’s “always-on” adverting tactics. However, in 2019-20 the
TBID “turned-off” this channel at the beginning of April due to the impacts of COVID-19. From July 2019-March
2020, SEM delivered 606,000 impressions and 13,558 direct clicks to the TBID’s website. The refined
messaging in key word phrases and terms zeroed in on top performers that allowed the marketing agency to
adjust the campaign accordingly to ensure a very high click through rate was achieved. The top performing
areas were for the SEM campaign were Los Angeles, San Jose, San Diego, San Francisco, and Ventura.
SEM Highlights:
• Total Impressions: 606,080
• Total Clicks: 13,558
• CTR: 2.24%
• Top searched phrases
-Cheap weekend getaway
-Things to do in San Luis Obispo
PAID SOCIAL
In 2019-20 the TBID realigned the investment in paid social media as a means of advertising. The tactics were
shifted back to that of prior years with reallocating the investment back into Facebook as well as Instagram
and Pinterest. The strategy was performing very well for the TBID, however as all aspects of the TBID
program, paid social was cancelled in March 2020.
13,163,614
TOTAL IMPRESSIONS
34,224
TOTAL CLICKS
.26%
TOTAL CTR
PRINT ADVERTISING
Limited print advertising placements were continued in the TBID’s media mix for the 2019-20 fiscal year.
Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature
demographic and to reinforce travel inspiration while building brand awareness for the destination. In
general, the TBID placed print ads only in cooperative advertising campaigns with regional partners like SLO
Coast Wine Collective and the Central Coast Tourism Council (CCTC).
Placements Included:
• Visit SLO CAL Visitors Guide
• SLO Chamber Visitors Guide
• Cal Poly Program Ad & Visiting Teams Guide
• USA Today
• Alaska Air
• CCTC Map & Co-op Ad
14 SLO TBID Annual Report 2019-20 TBID Activities
EMAIL MARKETING
The TBID continued to utilize email marketing activities
through the newsletter to communicate regularly with
potential visitors on activities in SLO to build brand loyalty
and encourage repeat visitation and an extended length
of stay. The newsletter promotes upcoming events and
special promotions as well as compliments seasonal
advertising campaigns and public relations outreach.
In 2019-20, the TBID continued their focused attention
on enhancing their email marketing efforts beyond
the monthly newsletter. Their investment in marketing
automation continued to garner new email subscribers
through the TBID site with over 3,000 new subscribers in
2019-20.
Although during COVID-19 response efforts, the TBID
paused promotional emails, the TBID continued the
Welcome Series to acknowledge new subscribers and
continued the nurture campaign series which sent visitors
a personalized email if they left hotel pages without
taking action.
Email Activities Include:
• Welcome Series
• Hotel & Homestay page nurture series
• Monthly SLO Happenings
• Bi-monthly consumer email
• Quarterly member email
• Ongoing promotional emails
3,069
NEW LEADS
46%
AVG . OPEN RATE
2 .25%
AVG . CTR
15 SLO TBID Annual Report 2019-20 TBID Activities
SHARESLO PROGRAM - SOCIAL, BLOG & INFLUENCER MARKETING
The ShareSLO program is an evergreen content campaign created and used by the TBID to tell the unique
and interesting stories about San Luis Obispo. The program encompasses the TBID’s owned content channels
which includes social media platforms and the #ShareSLO blog.
Throughout 2019-20, the TBID continued to captivate ShareSLO fans and grow the social media footprint
through great, engaging content. ShareSLO leveraged user-generated content coupled with engaging social
storytelling to drive organic social traffic to VisitSLO.com, especially through to the blog. The ShareSLO blog
continues to perform exceptionally well as a source of organic traffic to VisitSLO.com
Amongst other content, every Tuesday on Instagram the TBID featured #TicketTuesday. This campaign was
originally created by the Promotional Coordinating Committee to promote special events or SLO Happenings
in our community, but in 2019-20 the TBID absorbed the campaign into #ShareSLO.
However, unlike so many other programs implemented in 2019-20 by the TBID, the COVID-19 pandemic
shinned a bright light on the TBID’s owned content channels and #ShareSLO became the focus. While the
TBID reduced the overall amount of weekly posts to avoid information fatigue, the community continued
to look to #ShareSLO for uplifting stories. Through the direct work of the TBID, the familiar #SLOtogether
movement was created which gave a voice and a platform to share the positive community stories
happening in San Luis Obispo during the time of crisis. The #SLOtogether moniker was quickly adopted by
the City and embraced by the community.
ShareSLO Highlights:
• ShareSLO Blog
-#2 most visited page
-Published 50 new blogs
-Top blogs: SLO Happy Hours; Top 15 Iconic Views in SLO; Top Things to Do in Downtown SLO
• Ticket Tuesday
-4,538 entries
-216,250 total reach
• #SLOTogether – COVID-19 Response
-1,578 total blog reads
-1,000+ uses of #SLOTogether
127,832
TOTAL AUDIENCE
18,494,117
TOTAL REACH
67,880
TOTAL ENGAGEMENTS
16 SLO TBID Annual Report 2019-20 TBID Activities
INFLUENCER MARKETING
Building from the success of the hosted Influencer
Strategy & Program in the year prior, in 2019-20 the TBID
returned to a paid Influencer Marketing campaign. Word
of mouth is one of the most trusted forms of advertising
for a tourism brand as it relates to influencing the
behaviors of potential customers. While the concept of
word of mouth marketing is not a new tactic, it has been
greatly empowered with the rise of social media. Social
Media has introduced a new level of individual influence
that is changing how consumers research and plan their
next vacation. Individual influence becomes powerful
with engaging, polished content and distribution that
aligns with the destination’s brand values.
The TBID’s paid approach in 2019-20 was to source highly
influential, inspirational influencers that fall within the
key geographic destinations to support the larger TBID
marketing initiatives. Each activation was unique to the
influencer’s brand with hand selected SLO itineraries.
The majority of the paid Influencer activations in 2019-20
were used to promote and build awareness of the TBID’s
seasonal promotional campaigns – Sip, Stay & Save and
Money for a Rainy Day.
Influencer Highlights:
• Total Days in Market 47
• Total Newsfeed Posts 50
• Total IG Stories 465
• Total Blogs 12
• Over 1,504 new @ShareSLO followers
12
TOTAL INFLUENCERS
6,912,801
TOTAL REACH
187,812
TOTAL ENGAGEMENTS
17 SLO TBID Annual Report 2019-20 TBID Activities
PUBLIC RELATIONS
In 2019-20, the TBID and PCC continued to jointly hold a dedicated contract with the San Luis Obispo
Chamber of Commerce for Public Relations efforts. On behalf of the City’s Community Promotions program,
the SLO Chamber is responsible for establishing professional relationships with media outlets and journalists
in various markets to build and maintain awareness of San Luis Obispo as a travel destination. The contract
elements included: pitching to media, bringing in media, coordinating media trips, sending out media
releases, responding to natural media inquiries, use of the Chamber’s photography library for editorial
requests and press releases, planning and executing press trips and developing media kits.
However, to further refine and develop the destination Public Relations efforts, the TBID and PCC invested in
the development of a Destination Promotion Public Relations Strategic Plan. This plan laid the foundation for
the year’s earned media success for the Public Relations activities for the City of San Luis Obispo.
Additionally, coordinated media visits or press trips were secured to promote the destination with the goal of
earning valuable editorial coverage. In fiscal year 2019-20, over 50 journalists were hosted in San Luis Obispo
through individual press visits.
A new work effort in Public Relations in 2019-20 was the coordination of a group media familiarization trip
also known as a FAM. While the TBID participates in many cooperative group FAMs annually, this was the
first time the TBID has served as the lead agency for a group FAM in many years. The group FAM, themed
as Unpretentious Luxury, was used a destination outreach tactic to highlight the undeniably luxurious yet
irresistibly easy-going lifestyle of San Luis Obispo through showcasing the destination in this new space. In a
shared partnership with the two new luxury boutique properties in downtown, six writers for luxury segment
publications were hosted in SLO in exchange for media coverage. Publications represented included: AFAR;
The Points Guy; VIA; The San Francisco Chronicle; and Haute Living.
This focused PR effort continued to prove success for San Luis Obispo. During the 2019-20 fiscal year, the
PR activities generated at over 200 mentions or media placements that highlighted San Luis Obispo in
international, national, regional and even local publications. Top media coverage included: Travel + Leisure;
National Geographic; Sunset Magazine; Forbes; Business Insider; and The Los Angeles Times.
San Luis Obispo topped the list once again including:
• The Winners of Our Readers’ Choice 2019 Travel Awards
• Here are 13 of the world’s best new green hotels
• The Best Online Film Festivals of 2020
• 18 Best Drive-In Movie Theaters in the U.S.
• These Eight Towns Are Exceptionally Committed to Sustainability
• 2020 America’s Best Small Cities
• The Very Best Places to Live (and visit) in the West This Year
• The Best Cities for Bikes
• Where to Go In 2020: 10 of the Best Places to Travel in the United States
• 11 Scenic American Road Trips to Take This Spring
• America’s 5 Greatest Drives
PUBLIC RELATIONS MEASUREMENTS
Number of Mentions 202
Potential Reach 1,045,698,300
18 SLO TBID Annual Report 2019-20 TBID Activities
TRAVEL & TRADESHOWS
Consumer Travel Shows
The TBID continued to maximize the consumer travel show strategy but pivoted with a new focus on one
event in a fly market to not oversaturate the drive market shows each year. Consumer shows provide the TBID
an opportunity to take San Luis Obispo on the road to key markets. Annual shows are selected based on their
anticipated attendance, quality of attendees, and target drive and fly market location.
In 2019-20 the TBID solely focused on the Denver Travel & Adventure Show which is a consumer focused
tradeshow. This show was unique for the TBID due to the newly formed partnership with MINBDODY and
Malene Wines to create a larger impact. The booth featured the Mini-Malene Airstream, Malene Rose wine,
logoed photo opportunities and key information on San Luis Obispo including lodging information, maps,
and more. Booth visitors were also presented with the opportunity to enter to win a grand prize giveaway.
However, the winner of this sweepstake was delayed in claiming their trip due to COVID-19 travel precautions
and restrictions. Through the partnership with MINDBODY the TBID was able to receive additional
exposure through sponsoring a travel seminar speaker on the second day of the tradeshow and participate
in additional branding throughout the entire tradeshow marketing efforts. The TBID also ran a special
promotion for tradeshow attendees to claim an Uber voucher for a future visit to San Luis Obispo to build
visitation after the show.
Due to the new partnership and efforts, an influencer event was added to the roadshow which provided
additional coverage on San Luis Obispo to a key fly market.
CONSUMER TRADE SHOW MEASUREMENTS
Number of Shows Attended 1
Newsletter Registrations Collected 1482
Industry Tradeshows
The TBID traditionally participates in the industry tradeshow IPW annually. The U.S. Travel Association’s
IPW is the travel industry’s premier international marketplace and the largest generator of travel to the
U.S. Unfortunately, due to the impacts of COVID-19 this show was cancelled for the first time in its history.
19 SLO TBID Annual Report 2019-20 TBID Activities
SPECIAL PROMOTIONS
Sip, Stay & Save – Fall Promotion
In 2019-20, the TBID added a new seasonal promotion to their offerings. This promotion ran from October 1 –
November 30, 2019 to promote the fall harvest season and was called “Sip, Stay & Save”. It offered $100 in Uber
credits to use in SLO and a welcoming wine bag tote to new guests that booked two or more consecutive
nights in a SLO hotel. This promotion was a pilot for a new seasonal promotion including a partnership with
SLO Coast Wine Collective to increase overnight stays after the Summer months and to encourage safe
rides around San Luis Obispo while wine tasting. It garnered 95 room nights booked with a 2.5 average night
stay. In addition to the new type of incentive of Uber credits, the TBID focused on awareness and promotion
through influencers and public relations. The result of hosting influencers provided reach to 941,000 viewers
and new advertising impressions served 1.55 million potential visitors.
Money for a Rainy Day – Winter Promotion
In light of the previous four years of success, the TBID Board offered the “Money for a Rainy Day” special
promotion again with a new increase to 750 total entries available for additional visitor opportunities instead
of the traditional 500 available entries. It was intended to drive overnight stays in the City of San Luis Obispo
during the traditional slowest months of the year between January - March. Through the promotion, visitors
were required to book and stay for a minimum of two consecutive nights at a lodging property in the City
of San Luis Obispo and they would receive $100 cash to spend how they choose. As a result, the promotion
garnered 1,270 qualified room nights during January through March even with the impacts of COVID-19. A
new element to this year’s campaign was partnering with five influencers to further promote San Luis Obispo
and generate new blog content, video, photography, and social posts. This increased @ShareSLO’s new
followers by 801.
Although the campaign did officially sell out on March 7, 2020 those qualified stays scheduled to arrive in
March 2020 were impacted due to COVID-19 and statewide Stay at Home order. A “Raincheck” was offered to
those 144 qualified entries who were unable to visit and claim their $100. Those 144 guests were provided the
opportunity to rebook a two-night stay from June 29, 2020 to December 31, 2020.
20 SLO TBID Annual Report 2019-20 TBID Activities
GUEST SERVICES
Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of
guest services to the TBID. In 2019-20 this included::
• Provide dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center.
• Provide an 1-800-number separate phone line exclusively for the TBID. Only SLO TBID properties will
be recommended through this phone line. Provide staff to respond to a TBID-only phone line during
Visitor Center Hours and return afterhours phone calls.
The SLO Chamber is contracted for the Visitor Center to answer each call made to the TBID’s 1-877-SLO-
TOWN number, which serves as a response tool to the TBID’s advertising efforts and digital presence. This
creates the option 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 number, 1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer
TBID properties and promote San Luis Obispo as a destination. During fiscal year 2019-20 over 1,300 calls
were answered on the 1-877-SLO-TOWN line, an increase of 17% over the prior year. Much of this is attributed
to the seasonal promotions, new connections made with Cal Poly Parents & Supporters and phone calls
related to visitor inquiries related to COVID-19.
Although the Visitor Center was closed between March and June due to the statewide Stay at Home order,
the communication line was continuously staffed through the closure and added accommodations were
made for Guest Services including the Live Chat widget on VisitSLO.com that received over 100 conversations
during the Visitor Center closure.
21 SLO TBID Annual Report 2019-20 TBID Activities
STRATEGIC PARTNERSHIPS
The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing
San Luis Obispo as a destination which makes the TBID more efficient in promotional activities. The TBID’s
strategic partnerships allow the marketing agencies to build relationships with the organizations below,
elevating the destination as a whole. Promotional opportunities with each organization give the TBID new
platforms and audiences to build brand awareness.
Top partnerships include:
• Cal Poly Athletics
• SLO Coast Wine Collective
• Cal Poly’s Office of Student Affairs –New Student & Transition Programs & Parent Program
• MINDBODY
Event Promotion
In fiscal year 2019-20, the TBID sponsored, promoted, and was represented at five large events in San Luis
Obispo through a new piloted event promotion program called the SLO Happenings Sponsorship. Over the
course of the year, the TBID continued to shape an event strategy to ensure all SLO TBID-sponsored events
are well-aligned with the brand, and that expectations and best practices were clear while having an outward
visitor facing approach. These guidelines allowed the TBID to reach visitors before, during, and after an event
took place, which in turn arms the TBID with the tools needed to leverage events and put heads in beds.
In 2019-20, the TBID changed their approach to supporting events through two simple application options:
hosted lodging sponsorship or marketing sponsorships. This helped save agency and staff hours to focus
on TBID marketing efforts while also creating a process for event organizers to directly align the use of
sponsorship dollars with the goal of increasing out of area visitor attendees. The application process also
changed from an annual review to a quarterly application process to better serve high caliber events all year.
The review of applications was completed by the Marketing Committee who created and used a successful
matrix system to allocate sponsorship funds based on the goal of increasing out of area visitors to the event
and into San Luis Obispo lodging properties.
The program was a success but was suspended as of April due to COVID-19 and did not accept any Q4
applications. The 2019-20 sponsored events were not directly impacted by COVID-19 except for the 2020 San
Luis Obispo Film Festival who was able to pivot and use any remaining marketing funds toward an online
viewing festival. Unfortunately, their hosted rooms sponsorship was no longer needed and was forfeited.
22 SLO TBID Annual Report 2019-20 TBID Activities
STRATEGIC PARTNERSHIPS (CONT .)
TBID Sponsored Events:
• Sustainable Ag Expo & International Sustainable Winegrowing Summit
• Mission Prep Christmas Classic
• San Luis Obispo Symphony’s New Year’s Eve POPS: A Night at the Oscars
• SLO Craft Beer Festival
• San Luis Obispo International Film Festival
EVENT SPONSORSHIP MEASUREMENTS
Number of Events Sponsored 5
Estimated Total Number of Event Attendees
Reached through Sponsorship 12,025
Total Sponsorship Investment $ 32,964
23 SLO TBID Annual Report 2019-20 TBID Activities
INDUSTRY RELATIONS
California Hotel & Lodging Association (CHLA)
The California Hotel & Lodging Association (CHLA) protects the rights and interests of the California lodging
industry. Legislative advocacy, educational training, communication, and cost-saving programs are provided
for all segments of the industry. Through the TBID, all lodging properties in the City of SLO are members
of CHLA and can utilize the services offered. In 2019-20, CHLA provided an educational training for all TBID
members regarding Human Trafficking. This training was provided complimentary and provided the access
to meet the required staff certification. Additionally, during COVID-19 crisis response, CHLA was a key partner
in industry education, outreach and communication. CHLA also partnered with the TBID to provide PPE for all
lodging properties in the San Luis Obispo.
Visit California
The Visit California partnership has been critical in the growth of the TBID’s brand within the California
Tourism product. San Luis Obispo has received coverage though the marketing activities performed by
Visit California including travel trade, press, and industry outreach. Monthly submissions are uploaded to
Visit California for media outreach, trade contacts, and newsletter content. Additionally, the TBID maintains
ongoing coordination to keep City of San Luis Obispo destination page up to date. ShareSLO also participated
in Visit California sponsored Twitter chats. The TBID attended the Visit California Outlook Forum educational
event in the spring and was nominated for a prestigious California Poppy Award.
Central Coast Tourism Council
The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose
marketing efforts accomplish collectively what no single tourism entity can do alone—promote the entire
California Central Coast as a destination and maximize our members’ tourism revenue. The CCTC serves
as the Central Coast’s voice in Sacramento, and partners with California Tourism’s global marketing and
advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager as the Past President
and Regional Board Member. In 2019-20, the TBID leveraged the CCTC activities through media and trade
leads, blog and social presence, and travel trade leads, as well as cooperative participation the new east coast
marketing campaign.
Visit SLO CAL
The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors
and the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with Visit
SLO CAL to promote San Luis Obispo on a national and international level- beyond the local and state reach
the TBID’s marketing plan focus to achieve. The TBID’s participation in Visit SLO CAL also encompasses
group sales, film commission, countywide public relations, and countywide special events like Restaurant
Month and Wine Month. Not to mention inclusion in countywide strategic planning efforts, Destination
Management efforts, and the renewal of the Tourism Marketing District – to name a few.
24 SLO TBID Annual Report 2019-20 2019-20 Financial Analysis
2019-20 FINANCIAL ANALYSIS
INCOME SOURCE 2019-20 2019-20 COVID
TOT Revenue Assumption $8,033,000 $6,177,377
TBID Assessment Revenue Assumption
(20% of TOT Revenue) $1,606,600 $1,134,371
2018-19 Carryover $66,000 $66,000
TBID Fund Reserve $100,000 $10,000
2019-20 TBID Program Budget $1,672,600 $1,200,371
INCOME
25 SLO TBID Annual Report 2019-20 2019-20 Financial Analysis
EXPENDITURE ALLOCATED COVID ADJ .
Operations/Staffing
Administration Overhead (2% of TBID
Assessment) $32,132 $22,687
Staffing (1 FTE & .75 FTE) $203,800 $203,800
Contracts & Marketing Projects
AMF/Matchfire - Marketing Contract $916,000 $807,000
Chamber of Commerce - PR $51,000 $51,000
Communications Plan $3,000 $3,000
Chamber of Commerce - Guest Services $47,500 $47,500
Chamber of Commerce - Media Monitoring
Service Fee $8,820 $8,400
CCTC UK co-op $3,000 $1,600
Website Acquisition - Chamber $47,500 $47,500
Website Acquisition - Matchfire $16,000 $16,000
Media & FAM Trip Hosting $5,000 $544
Partnerships
Cal Poly Athletics $96,500 $83,300
SLO Wine $19,000 $19,000
SLO Wine Media Hosting $1,000 $-
Cal Poly Student Affairs $20,000 $-
Events Promotion
General Events Promotion $60,000 $31,714
Tradeshows
Tradeshows & Travel Shows $43,000 $32,686
Tourism Conferences $8,000 $3,500
Tourism Organizations/Research
Central Coast Tourism Council Membership $1,000 $850
Smith Travel Report $3,000 $2,700
California Travel Association (Cal Travel) $1,000 $875
California Hotel & Lodging Association $26,566 $26,566
Strategic Plan Implementation & Research $25,000 $-
Support/Meetings
Tourism Program Expenses $4,000 $1,000
Total Allocated Expenditure $1,641,818 $1,411,222
Prior to COVID-19, the TBID Fund had a fund balance of approximately $456,000 including the TBID Fund Reserve.
The deficit of approximately $211,000 from 2019-20 expenditures will be covered by the available fund balance.
EXPENDITURES
26 SLO TBID Annual Report 2019-20 Looking Ahead to 2020–21
LOOKING AHEAD TO 2020-21
In spring of 2020, the TBID Board completed the robust request for proposal (RFP) process for the 2020-
22 Tourism Marketing Services. Like most TBID programs in 2019-20, this process was severely impacted
by COVID-19. Shortly after receiving the proposals the Board was forced to reduce the expected
contract amount by half. All submitting agencies elected to continue in the process, and as a result in
May 2020 the Board retained Noble Studios and DCI as the new agencies of record for fiscal 2020-22.
As the TBID moves into 2020-21, there are three key issues that remain top of mind for the work of the
Board in the next fiscal year:
1. COVID-19 and the continued impending impacts economically and socially
2. Onboarding of the new Tourism Marketing Agency contractor for the seamless transition and
continuation of marketing efforts
3. Conscious approach to Diversity, Equity and Inclusion in all TBID programs
While these are not the only subjects that the TBID Board will be focused on, these three will influence
the approach to all TBID related work efforts.
In 2020-21, the Board is committed to the continued implementation of the 2019‐24 TBID Strategic
Plan and eventually the development of a Destination Marketing Plan as we begin to recover from the
pandemic. The Destination Marketing Plan coupled with the TBID Strategic Plan provides a foundation
for building the City of SLO tourism brand and establishing real tactics for consistently improving
tourism in the City of San Luis Obispo.
27 SLO TBID Annual Report 2019-20 Appendix
APPENDIX
TOT CHART FOR 2019-20
TOT MONTH TO MONTH 2019-20
0
30
60
90
120
150
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
50
100
150
200
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
20
40
60
80
100
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
200000
400000
600000
800000
1000000
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
4000000
6000000
8000000
10000000
2019-202018-192017-18 2016-172015-162014-152013-142012-132011-12 2010-11 2009-10
2019-202018-19
0
30
60
90
120
150
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
50
100
150
200
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
20
40
60
80
100
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
200000
400000
600000
800000
1000000
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
4000000
6000000
8000000
10000000
2019-202018-192017-18 2016-172015-162014-152013-142012-132011-12 2010-11 2009-10
2019-202018-19
28 SLO TBID Annual Report 2019-20 Appendix
OCC MONTH TO MONTH 2019-20
ADR MONTH TO MONTH 2019-20
0
30
60
90
120
150
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
50
100
150
200
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
20
40
60
80
100
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
2000004000006000008000001000000
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
40000006000000800000010000000 2019-202018-192017-18 2016-172015-162014-152013-142012-132011-12 2010-11 2009-10 2019-202018-19
0
30
60
90
120
150
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
50
100
150
200
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
20
40
60
80
100
JunMayAprMarFebJanDecNovOctSeptAugJuly
0
200000
4000006000008000001000000
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
40000006000000800000010000000 2019-202018-192017-18 2016-172015-162014-152013-142012-132011-12 2010-11 2009-10 2019-202018-19
29 SLO TBID Annual Report 2019-20 Appendix
REVPAR MONTH TO MONTH 2019-20
0
30
60
90
120
150
2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
050100150200 2019-202018-19
JunMayAprMarFebJanDecNovOctSeptAugJuly
020406080100 JunMayAprMarFebJanDecNovOctSeptAugJuly020000040000060000080000010000002019-202018-19 JunMayAprMarFebJanDecNovOctSeptAugJuly400000060000008000000100000002019-202018-192017-18 2016-172015-162014-152013-142012-132011-12 2010-11 2009-10 2019-202018-19
30 SLO TBID Annual Report 2019-20 Appendix
TRAVEL AS
COUPLES
The City of
San Luis Obispo
Visitor…VISITOR PERSONAS
MEDIAN AGE 44.5
Age breakdown nearly even between
U–35, 35–54, 55+
73% COLLEGE
GRADUATES
38% HAVE HHI OF
$150K+ PER YEAR
MAJORITY TRAVEL
WITHOUT CHILDREN
YOUNG DIGERATI UPPER CRUST
The residents of Money & Brains
seem to have it all—high incomes,
advanced degrees, and sophisticated
tastes to match their credentials.
Many of these city dwellers are
married couples with few children
who live in fashionable homes on
small, manicured lots with expensive
cars in the driveway.
Movers & Shakers are America's
business class, a wealthy suburban
world of dual income couples who
are highly educated, typically
between the ages of 45-64. Given
its high percentage of executives
and white collar professionals,
there's a decided business bent to
this segment as they enjoy reading
business publications and visits to
business oriented websites.
Young Digerati are tech-savvy and
live in fashionable neighborhoods
on the urban fringe. Auent and
highly educated, Young Digerati
communities are typically filled with
trend apartments and codos,
fitness clubs and clothing
boutiques, casual restaurants and all
types of bars, from juice to coee
to microbrew. Many have chosen to
start families while remaining in an
urban environment.
The nation's most exclusive address,
Upper Crust is a haven for wealthy
empty-nesting couples over the
age of 65. This segment has a high
concentration of residents earning
over $100k per year, and many
posess a post-graduate degree.
They have an oppulant standard of
living—driving expensive cars and
frequently eating out and traveling.
Why Money & Brains matter for SLO…
There are more Money & Brains
residents in California than anywhere
else in the United States, and they
happen to live just a quick drive away in
the Bay Area. They’re familiar with SLO
and make up the largest portion of our
interest list to-date. They may have
attended Cal Poly, and perhaps their
kids did, too. But now that they’re
empty nesters, this group is ready to
travel and has money to spend. They’re
likely to put SLO on the list for its
cultural and culinary experiences, and
it’s just a short distance from home.
Why Movers & Shakers
matter for SLO…
This business class has the most
disposable income of SLO’s top 4
personas. They make up the second
largest group in our interest database,
and there’s good reason: Movers &
Shakers are just a hop, skip, and a jump
away in Marin County. They’re mostly
empty nesters, but may have some
older children in the house who aren’t
likely to travel with them. Highly
educated, the Movers & Shakers are
looking for new experiences, and SLO
has everything to oer them.
Why Young Digerati matter for SLO…
These auent 40-somethings lead
busy lives, and want a getaway that’s
quick, easy, and somewhat familiar.
They’ll likely have kids in tow when they
make their way from the Bay Area, and
will need kid-friendly suggestions for
restaurants, breweries, wineries, and
other things to do. They travel to
explore together, prioritizing
experiences the whole family can enjoy
over kids-only attractions. They’ll seek
the outdoors, new and hip things to do,
and photo-worthy moments with their
loved ones.
Why Upper Crust
matter for SLO…
Upper Crust residents have seen and
done it all: they want to go where the
crowds don’t go, and collect intimate
moments, not Instagram photos.
They’ll be looking for a laid back but
sophisticated experience, which is
just what SLO has to oer. Culinary,
wine (specifically chardonnay),
shopping and culture will appeal to
this class. And if they come with
friends, a round of golf may also be
on the agenda.
MONEY & BRAINS MOVERS & SHAKERS
Reasons for
Visiting…
Family Trip or
Getaway Weekend
Relaxation, Weather,
Restaurants, Scenery,
Sightseeing,
Outdoor Activities
Attractions: Downtown,
Mission Plaza, Creek Walk,
Bubblegum Alley, Cal Poly,
Hiking Biking Trails
Proximity to the coast
or visit new place
Cross Visits…
MORRO BAY
Intercept interviews in
City of SLO indicated that
visitors may stay in Morro
Bay, although visit SLO
Of other destinations to
visit, Morro Bay ranked
highest, followed by Avila
Beach and Pismo Beach
Words/Phrases
Used to
Describe SLO…
Beautiful
55%—Appears in Brand Intention
Relaxing
10%—Appears in Brand Intention
Friendly
8%
Fun
Peaceful
Serene
Online Survey: Beautiful,
Picturesque, Relaxing, Fun,
College Town, Quaint, Peaceful,
Serene, Friendly
Midlife success
HHI $128k, 35-54, mostly with
kids in household
Highest index in San Francisco and
Santa Clara Counties
Listens to CBS radio
Watches football and basketball
Reads print edition New York Times
and uses iPhone
Auent, empty nests
HHI $113k, mostly without
kids in household
Highest Index in Marin County
Listens to news radio, classical, jazz
Reads print edition of Wall Street
Journal and New York Times
Watches Fox Business Network and
Golf Channel
Auent, empty nests
HHI $129k+, age 45-64, mostly
without kids in household
Highest index in Marin County
Listens to news radio, CBS sports,
adult alternative and talk/personality
Reads newspaper on iPad
Reads Wall Street Journal
and New York Times
Auent, empty nests
HHI $105k, Age 55+, mostly without
kids in household
Highest index in San Mateo, San
Francisco, Santa Clara
Listens to news radio, jazz and
classical
Reads New York Times, paper
edition, and Wall Street Journal
Watches basketball
31 SLO TBID Annual Report 2019-20 Background on TBID
TRAVEL AS
COUPLES
The City of
San Luis Obispo
Visitor…VISITOR PERSONAS
MEDIAN AGE 44.5
Age breakdown nearly even between
U–35, 35–54, 55+
73% COLLEGE
GRADUATES
38% HAVE HHI OF
$150K+ PER YEAR
MAJORITY TRAVEL
WITHOUT CHILDREN
YOUNG DIGERATI UPPER CRUST
The residents of Money & Brains
seem to have it all—high incomes,
advanced degrees, and sophisticated
tastes to match their credentials.
Many of these city dwellers are
married couples with few children
who live in fashionable homes on
small, manicured lots with expensive
cars in the driveway.
Movers & Shakers are America's
business class, a wealthy suburban
world of dual income couples who
are highly educated, typically
between the ages of 45-64. Given
its high percentage of executives
and white collar professionals,
there's a decided business bent to
this segment as they enjoy reading
business publications and visits to
business oriented websites.
Young Digerati are tech-savvy and
live in fashionable neighborhoods
on the urban fringe. Auent and
highly educated, Young Digerati
communities are typically filled with
trend apartments and codos,
fitness clubs and clothing
boutiques, casual restaurants and all
types of bars, from juice to coee
to microbrew. Many have chosen to
start families while remaining in an
urban environment.
The nation's most exclusive address,
Upper Crust is a haven for wealthy
empty-nesting couples over the
age of 65. This segment has a high
concentration of residents earning
over $100k per year, and many
posess a post-graduate degree.
They have an oppulant standard of
living—driving expensive cars and
frequently eating out and traveling.
Why Money & Brains matter for SLO…
There are more Money & Brains
residents in California than anywhere
else in the United States, and they
happen to live just a quick drive away in
the Bay Area. They’re familiar with SLO
and make up the largest portion of our
interest list to-date. They may have
attended Cal Poly, and perhaps their
kids did, too. But now that they’re
empty nesters, this group is ready to
travel and has money to spend. They’re
likely to put SLO on the list for its
cultural and culinary experiences, and
it’s just a short distance from home.
Why Movers & Shakers
matter for SLO…
This business class has the most
disposable income of SLO’s top 4
personas. They make up the second
largest group in our interest database,
and there’s good reason: Movers &
Shakers are just a hop, skip, and a jump
away in Marin County. They’re mostly
empty nesters, but may have some
older children in the house who aren’t
likely to travel with them. Highly
educated, the Movers & Shakers are
looking for new experiences, and SLO
has everything to oer them.
Why Young Digerati matter for SLO…
These auent 40-somethings lead
busy lives, and want a getaway that’s
quick, easy, and somewhat familiar.
They’ll likely have kids in tow when they
make their way from the Bay Area, and
will need kid-friendly suggestions for
restaurants, breweries, wineries, and
other things to do. They travel to
explore together, prioritizing
experiences the whole family can enjoy
over kids-only attractions. They’ll seek
the outdoors, new and hip things to do,
and photo-worthy moments with their
loved ones.
Why Upper Crust
matter for SLO…
Upper Crust residents have seen and
done it all: they want to go where the
crowds don’t go, and collect intimate
moments, not Instagram photos.
They’ll be looking for a laid back but
sophisticated experience, which is
just what SLO has to oer. Culinary,
wine (specifically chardonnay),
shopping and culture will appeal to
this class. And if they come with
friends, a round of golf may also be
on the agenda.
MONEY & BRAINSMOVERS & SHAKERS
Reasons for
Visiting…
Family Trip or
Getaway Weekend
Relaxation, Weather,
Restaurants, Scenery,
Sightseeing,
Outdoor Activities
Attractions: Downtown,
Mission Plaza, Creek Walk,
Bubblegum Alley, Cal Poly,
Hiking Biking Trails
Proximity to the coast
or visit new place
Cross Visits…
MORRO BAY
Intercept interviews in
City of SLO indicated that
visitors may stay in Morro
Bay, although visit SLO
Of other destinations to
visit, Morro Bay ranked
highest, followed by Avila
Beach and Pismo Beach
Words/Phrases
Used to
Describe SLO…
Beautiful
55%—Appears in Brand Intention
Relaxing
10%—Appears in Brand Intention
Friendly
8%
Fun
Peaceful
Serene
Online Survey: Beautiful,
Picturesque, Relaxing, Fun,
College Town, Quaint, Peaceful,
Serene, Friendly
Midlife success
HHI $128k, 35-54, mostly with
kids in household
Highest index in San Francisco and
Santa Clara Counties
Listens to CBS radio
Watches football and basketball
Reads print edition New York Times
and uses iPhone
Auent, empty nests
HHI $113k, mostly without
kids in household
Highest Index in Marin County
Listens to news radio, classical, jazz
Reads print edition of Wall Street
Journal and New York Times
Watches Fox Business Network and
Golf Channel
Auent, empty nests
HHI $129k+, age 45-64, mostly
without kids in household
Highest index in Marin County
Listens to news radio, CBS sports,
adult alternative and talk/personality
Reads newspaper on iPad
Reads Wall Street Journal
and New York Times
Auent, empty nests
HHI $105k, Age 55+, mostly without
kids in household
Highest index in San Mateo, San
Francisco, Santa Clara
Listens to news radio, jazz and
classical
Reads New York Times, paper
edition, and Wall Street Journal
Watches basketball