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HomeMy WebLinkAboutItem 10 - Annual Public Hearing for the Tourism Business Improvement DistrictItem 10 �t�x ofi Council- d. Report ti ttjs o Department Name: Cost Center: For Agenda of: Placement: Estimated Time: FROM: Greg Hermann, Deputy City Manager Prepared By: Molly Cano, Tourism Manager SUBJECT: ANNUAL PUBLIC HEARING IMPROVEMENT DISTRICT RECOMMENDATION Administration and IT 1006 October 20, 2020 Public Hearing 30 minutes FOR THE TOURISM BUSINESS 1. Conduct a public hearing to receive testimony regarding the City Council's intention to continue the San Luis Obispo Tourism Business Improvement District and determine whether a legally sufficient protest is made; and 2. If no legally sufficient protest is made, adopt a Resolution affirming the continuation of the San Luis Obispo Tourism Business Improvement District, setting forth the basis for the assessment, and levying the assessment upon hotels in the district for fiscal year 2020-21 (Attachment A). DISCUSSION Background & Previous Council Action On October 6, 2020, Council reviewed and approved the San Luis Obispo Tourism Business Improvement District (TBID) Board's annual report pursuant to Municipal Code Section 12.42.060 (Attachment B). The City's Municipal Code further requires that, after the approval of the annual report, Council may choose to adopt a resolution of intention to levy an annual assessment for that fiscal year and schedule a public hearing to receive any written or oral protests against the district. Resolution No. 11171 (2020 Series), setting such a hearing, was adopted on October 6, 2020 (Attachment C). Following the October 6, 2020, Council action, all lodging businesses within the district including hotels, motels, bed and breakfast properties and the City permitted homestaysl, were noticed for the public hearing scheduled for October 20, 2020. Those notices were sent on October 9, 2020 to all assessed properties. 1 Whether or not permitted, it should be noted that unpermitted or unauthorized homestays are subject to the TBID assessment, Visit SLO CAL assessment and Transit Occupancy Taxes (TOT). Packet Page 89 Item 10 Council Action: Public Hearing and Resolution As set forth in Sections 36524 and 36525 of the California Streets and Highways Code and San Luis Obispo Municipal Code Section 12.42.060, the Council has the ability to continue the San Luis Obispo TBID at the public hearing, unless oral or written protests are received from City hoteliers that will pay 50% or more of the proposed assessments. Under Municipal Code Section 12.42.060, protests are weighted based upon the proportion of annual assessment for the prior year by each property. Staff will have assessment information available at the meeting, but for confidentiality reasons, this information is not made public before or at the meeting as it reveals proprietary data about business activity. In the event that a sufficient negative protest occurs, no further proceedings to continue the levy of assessments for that fiscal year shall take place. At the conclusion of the public hearing, if insufficient protest is received, Council may then adopt a resolution affirming the continuation of the San Luis Obispo TBID, setting forth the basis for the assessment, and levying the assessment upon hotels in the district for fiscal year 2020-21. Policy Context As referenced in the City's Municipal Code, Section 12.42.060 and Sections 36524 and 36525 of the California Streets and Highways Code, after approval of the annual report, the City Council shall follow the hearing process. At the public hearing, the City Council shall hear and consider all protests. If written protests are received from businesses in the district paying 50% or more of the annual assessment, no further proceedings to continue the levy of assessments shall take place. The protests shall be weighted based upon the annual assessment for the prior year by each business. (Ord. 1517 § 3 (part), 2008.) Public Engagement This item is on the agenda for the October 20, 2020 Council meeting and will follow all required postings and notifications. The public may have an opportunity to comment on this item at or before the meeting. All Advisory Body Meetings for the TBID were noticed in accordance with Brown Act standards. ENVIRONMENTAL REVIEW The California Environmental Quality Act (CEQA) does not apply to the recommended action in this report, because the action does not constitute a "project" under CEQA Guidelines sec. 15378. Packet Page 90 Item 10 FISCAL IMPACT Budgeted: Yes Budget Year: 2020-21 Funding Identified: Yes Fiscal Analysis: Funding Sources Current FY Cost Annualized On -going Cost Total Project Cost General Fund State Federal Fees Other: TBID Fund 1,253,400 1,253,400 Total 1,253,400* * In 2020-21, the TBID projected revenue is $1,253,400, which is intended to be used for tourism marketing and promotion. All costs associated with TBID program expenditures are paid with TBID revenues. The City retains 2% of TBID revenues to offset administrative overhead which is approximately $25,068 in FY 2020-21. ALTERNATIVES 1. Delay the public hearing. Staff does not recommend this alternative because all legally required noticing has been completed. In addition to the legal noticing, staff provided additional constituent outreach. In the event that the City receives close to 50% protest, the Council could delay the public hearing in order verify protest submissions. 2. Deny the resolution. Staff does not recommend this alternative if the requirements to deny the resolution under the legal protest specifications were not met. Attachments: a - Draft Resolution b - Action Update for October 6, 2020 Council Meeting c - Resolution 11171 (2020 Series) Declaring Intention to Continue TBID Packet Page 91 Item 10 RESOLUTION NO. (2020 Series) A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS OBISPO, CALIFORNIA, DECLARING THE BASIS FOR AND THE LEVY OF THE ASSESSMENT FOR THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT AND AFFIRMING THE ESTABLISHMENT OF THE DISTRICT WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code, authorizes cities to establish business improvement districts for several purposes, one of which is promotion of tourism; and WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism Business Improvement District had requested the City of San Luis Obispo establish such a self - assessment improvement district in 2008; and WHEREAS, the San Luis Obispo Tourism Business Improvement District was established in July 2008, and the San Luis Obispo Tourism Business Improvement District Law was incorporated into the Municipal Code under Chapter 12.42 (hereinafter referred to as the "Tourism Business Improvement District Law"); and WHEREAS, the City Council appointed an advisory board to carry out the functions specified in Street and Highways Code Section 36530, and to provide oversight, guidance, and recommendations regarding the use of the assessment funds; and WHEREAS the San Luis Obispo Tourism Business Improvement District Law and the Parking and Business Improvement Law of 1989 requires the advisory body to prepare and submit an annual report stating proposed changes, improvements and activities for the fiscal year; and WHEREAS, such report was filed and approved by the City Council on October 6, 2020: and WHEREAS, on October 6, 2020 the City Council adopted Resolution No. 11171 (2020 Series) declaring its intention to continue the San Luis Obispo Tourism Business Improvement District in 2020-21; and WHEREAS, notices regarding the approval of the public hearing were sent on October 9, 2020 to all assessed properties; and WHEREAS, the City Council held a duly noticed Public Hearing on October 20, 2020 to allow for protests, as contemplated by Streets and Highway Code Section 36524; and WHEREAS, sufficient written or oral protest was not received from hotel businesses in the district which pay fifty percent or more of the assessment; 0 Packet Page 92 Item 10 Resolution No. (2020 Series) Page 2 NOW, THEREFORE, BE IT RESOLVED by the Council of the City of San Luis Obispo as follows: a) The establishment of Tourism Business Improvement District in the City of San Luis Obispo in accordance with the San Luis Obispo Municipal Code Chapter 12.42, and the California Streets and Highways Code, section 36500 et seq. (Parking and Business Improvement Law of 1989) is affirmed. b) The assessment levied by the Tourism Business Improvement District shall be used to promote lodging at the hotels within the district and administer marketing programs that increase overnight lodging. c) The assessment shall be levied and allocated by the City of San Luis Obispo. d) The assessment shall be levied on all "hotels," as that term is defined in San Luis Obispo Municipal Code Section 3.04.020, to wit: any structure, or any portion of any structure, which is occupied or intended or designed for occupancy by transients for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment house, dormitory, public or private club, mobile home or house trailer at a fixed location, or other similar structure or portion thereof. 0 Packet Page 93 Resolution No. (2020 Series) Item 10 Page 3 e) The assessment shall be based on two percent (2%) of gross room rent. f) New hotels shall not be exempt from immediate assessment. Upon motion of Council Member , and on the following roll call vote: AYES: NOES: ABSENT: The foregoing resolution was adopted this day of ATTEST: Teresa Purrington, City Clerk APPROVED AS TO FORM: J. Christine Dietrick, City Attorney seconded by Council Member Mayor Heidi Harmon 2020. IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City of San Luis Obispo, California, on Teresa Purrington, City Clerk 0 Packet Page 94 Item 10 Action Update ti CITY OF SAN LUIS OBISPO CITY COUNCIL Tuesday, October 6, 2020 Regular Meeting of the City Council CALL TO ORDER A Regular Meeting of the San Luis Obispo City Council was called to order on Tuesday, October 6, 2020 at 6:00 p.m. via teleconference by Mayor Harmon. 1. DOMESTIC VIOLENCE AWARENESS MONTH PROCLAMATION Mayor Harmon presented a Proclamation declaring the month of October as "Domestic Violence Awareness Month to Jenny Adams on behalf of Stand Strong. 2. FIRE PREVENTION WEEK PROCLAMATION Mayor Harmon presented a Proclamation declaring the week of October 41h to October loth as Fire Prevention Week to Fire Chief Keith Aggson. CONSENT AGENDA 3. WAIVE READING IN FULL OF ALL RESOLUTIONS AND ORDINANCES CARRIED 5-0, to waive reading of all resolutions and ordinances as appropriate. 4. MINUTES REVIEW — SEPTEMBER 15, 2020 CITY COUNCIL MEETING CARRIED 5-0, to approve the minutes of the City Council meeting held on September 15, 2020. 5. SECOND READING AND ADOPTION OF ORDINANCE NO. 1689 (2020 SERIES) ESTABLISHING PRE -ZONING AND AMENDMENT OF THE CITY'S ZONING MAP TO APPLY UPON ANNEXATION OF PROPERTIES WITHIN THE FROOM RANCH SPECIFIC PLAN AREA (12165 AND 12393 LOS OSOS VALLEY ROAD) CARRIED 5-0, to adopt Ordinance No. 1689 (2020 Series) entitled, "An Ordinance of the City Council of the City of San Luis Obispo, California, establishing pre -zoning and amendment of the City's Zoning Map to apply upon annexation of properties within the Froom Ranch Specific Plan Area (SPEC-0143-2017, SBDV-0955-2017, GENP-0737-2019, ANNX-0335-2020, EID-0738-2019; Specific Plan Area 3; 12165 and 12393 Los Osos Valley Road)." 6. ADOPT THE REVISED CITY OF SAN LUIS OBISPO SECTION 125 PLAN CARRIED 5-0, to adopt the 2020 City of San Luis Obispo Section 125 Plan Document and delegate authority to the Human Resources Director to make subsequent administrative changes necessary to maintain the Plan. Packet Page 95 Item 10 7. FIRE STATION ALERTING SYSTEM SERVICE AGREEMENT CARRIED 5-0, to: 1. Approve a five-year Fire Station Alerting System Sole Source Service Agreement with U.S. Digital Designs, Inc. for $149,715; and 2. Authorize the Fire Chief to execute the service agreement. 8. UPDATE TO THE SAN LUIS OBISPO CLIMATE COALITION MEMORANDUM OF UNDERSTANDING CARRIED 5-0, to approve the updated Memorandum of Understanding between the City of San Luis Obispo and the San Luis Obispo Climate Coalition to continue a partnership to help achieve the Climate Action objectives of the 2020 Climate Action Plan for Community Recovery and related Major City Goal work program tasks. 9. APPROVE A MEMORANDUM OF UNDERSTANDING WITH SAN LUIS COASTAL UNIFIED SCHOOL DISTRICT TO ACCEPT REIMBURSEMENT FOR CHILDCARE DURING DISTANCE LEARNING CARRIED 5-0, to approve the proposed Memorandum of Understanding (MOU) with San Luis Obispo Coastal Unified School District (SLCUSD) and authorize the City Manager to execute the MOU implementing action taken at the City Council meeting on August 18, 2020 to accept SLCUSD funding of up to $100 per student per week for the fall 2020 program (16-week on -site childcare). 10. SECOND READING AND ADOPTION OF ORDINANCE NO. 1690 (2020 SERIES) REZONING AND AMENDING THE SPECIFIC PLAN DESIGNATION FOR THE PROPERTY AT 660 TANK FARM ROAD AND AMENDING THE AIRPORT AREA SPECIFIC PLAN DESIGNATION FOR 3985 BROAD STREET CARRIED 4-0-1 (With Council Member Pease recused), to adopt Ordinance No. 1690 (2020 Series) rezoning and amending the Specific Plan Designation for the property at 660 Tank Farm Road and amending the Airport Area Specific Plan Designation for 3985 Broad Street. 11. APPROVAL OF THE FINAL MAP FOR TRACT 3150, SAN LUIS RANCH,1035 MADONNA ROAD (FMAP-0309-2020) CARRIED 5-0, to adopt a Resolution entitled, "A Resolution of the City Council of the City of San Luis Obispo, California, approving the Final Map for Tract 3150 San Luis Ranch (1035 Madonna Road, FMAP-0309-2020)." Action Update City of San Luis Obispo City Council Meeting of October 6, 2020 Page 2 Packet Page 96 Item 10 12. CONSIDERATION OF AN AFFORDABLE HOUSING FUND REQUEST FROM HASLO FOR ACQUISITION OF AN AT -RISK AFFORDABLE UNIT LOCATED AT 1664 FOREMAN COURT AND ADMINISTRATIVE AMENDMENT OF THE 2019 ACTION PLAN OF HASLO'S 2019 COMMUNITY DEVELOPMENT BLOCK GRANT AWARD FOR SPECIAL NEEDS ACQUISITION/AT-RISK OF HOMELESSNESS CLIENTS PROJECT CARRIED 5-0, to: 1. Adopt a Resolution entitled, "A Resolution of the City Council of the City of San Luis Obispo, California, approving the reallocation of Affordable Housing Funds upon the market -value resale of the affordable housing unit located at 1664 Foreman Court to the Housing Authority of the City of San Luis Obispo to assist with the acquisition of the existing property;" and 2. Adopt a Resolution entitled, "A Resolution of the City Council of the City of San Luis Obispo, California, approving a recommendation to the Department of Housing and Urban Development to approve an Administrative Amendment to the 2019 Action Plan to expand the Housing Authority of San Luis Obispo's 2019 Community Development Block Grant Award for a Special Needs Housing Acquisition Project to include acquisition of property to house at -risk of homelessness clients." 13. AUTHORIZATION TO AMEND THE 2020 CITY COUNCIL MEETING CALENDAR CARRIED 5-0, to amend the 2020 City Council Meeting Calendar to cancel the rescheduled Regular City Council Meeting of Tuesday, November 10, 2020 and add a rescheduled Regular Meeting on Tuesday, December 8, 2020. 14. TAX EXCHANGE AGREEMENT WITH COUNTY OF SAN LUIS OBISPO FOR THE FIERO LAND AND EAST AIRPORT AREA ANNEXATIONS CARRIED 5-0, to adopt a Resolution entitled, "A Resolution of the City Council of the City of San Luis Obispo, California, accepting a negotiated exchange of tax revenue and annual tax increment between the County of San Luis Obispo and the City of San Luis Obispo for Annexation No. 81 (Fiero Lane and East Airport Areas), as represented in the staff report and attachments dated October 6, 2020." Action Update City of San Luis Obispo City Council Meeting of October 6, 2020 Page 3 Packet Page 97 Item 10 PUBLIC HEARING ITEMS AND BUSINESS ITEMS 15. 2020-21 CAPITAL IMPROVEMENT PLAN - KEY PROJECT UPDATE ACTION: By consensus, the Council directed staff to receive and file the status report on key projects within the City's currently adopted Capital Improvement Plan. 16. 2019-20 ANNUAL REPORT OF THE TOURISM BUSINESS IMPROVEMENT DISTRICT T( BID) CARRIED 5-0 to: 1. Receive and approve the Tourism Business Improvement District (TBID) Board's 2019-20 annual report; and 2. Adopt a Resolution entitled "A Resolution of the City Council of the City of San Luis Obispo, California, declaring its intention to continue the San Luis Obispo Tourism Business Improvement District, to continue the basis for and to levy the assessment for the district, and to set a date for the public hearing on the district and the assessment for 2020-21" at the same rate as in the fiscal year 2019-20. ADJOURNMENT The meeting was adjourned at 9:49 p.m. Action Update City of San Luis Obispo City Council Meeting of October 6, 2020 Page 4 Packet Page 98 DocuSign Envelope ID: 6909934C-56C8-4179-8BFE-BF9F8B14D194 Item 10 RESOLUTION NO. 11171 (2020 SERIES) A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR 2020-21 WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code, authorizes cities to establish business improvement districts for several purposes, one of which is promotion of tourism; and WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism Business Improvement District had requested the City of San Luis Obispo establish such a self - assessment improvement district in 2008; and WHEREAS, the San Luis Obispo Tourism Business Improvement District was established in July 2008 and incorporated into the Municipal Code under Chapter 12.42; and WHEREAS, the assessment went into effect on October 1, 2008; and WHEREAS, the City Council appointed an advisory board to provide oversight, guidance, and recommendations regarding the use of the assessment funds; and WHEREAS, the City Municipal Code and the Parking and Business Improvement Law require the advisory board to prepare and submit an annual report stating proposed changes, improvements and activities for the fiscal year; and WHEREAS, an annual report was prepared pursuant to Section 36533 of the Streets and Highway Code; and WHEREAS, notices regarding the approval of the annual report were sent on September 24, 2020 to all assessed properties. NOW, THEREFORE, BE IT RESOLVED by the Council of the City of San Luis Obispo as follows: a) That the Tourism Business Improvement District Annual Report for fiscal year 2019- 20 as filed by the advisory body is hereby approved. b) The San Luis Obispo City Council proposes to continue the established Tourism Business Improvement District in the City of San Luis Obispo in accordance with City Municipal Code Chapter 12.42 and the California Streets and Highways Code, sections 36500 et seq. (Parking and Business Improvement Law of 1989). R 11171 Packet Page 99 DocuSign Envelope ID: 6909934C-56C8-4179-8BFE-BF9F8B14D194 Resolution No. 11171 (2020 Series) Item 10 Page 2 c) The assessment levied by the Tourism Business Improvement District shall be used to promote lodging at the hotels within the district and administer a marketing program that increases overnight hotel stays pursuant to the set goals. d) The assessment will be levied and allocated by the City of San Luis Obispo. e) The assessment is proposed to be levied on all "hotels", as that term is defined in San Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or any portion of any structure, which is occupied or intended or designed for occupancy by transients for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment house, dormitory, public or private club, mobile home or house trailer at a fixed location, or other similar structure or portion thereof. f) The assessment shall be based on two percent (2%) of gross room rent. g) New hotels shall not be exempt from immediate assessment. h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36535 of the Streets and Highways Code, is to allow for comments on the Tourism Business Improvement District and proposed assessment, and is hereby set for 6:00 P.M., Tuesday, October 20, 2020, before the City Council of San Luis Obispo via teleconference. i) At the public hearing, the testimony of all interested persons for or against the continuation of the Tourism Business Improvement District, the boundaries of the Tourism Business Improvement District, or the furnishing of specified types of improvements or activities will be heard. j) Any protest against the continuation of the Tourism Business Improvement District and the levying of the assessment, or any aspect thereof, may be made in writing. Any written protest shall contain a description of the business in which the person signing the protest is not shown on the official records of the City of San Luis Obispo as the owner of the business, then the protest shall contain or be accompanied by written evidence that the person is the owner of the authorized representative of the business. Any protest as to the regularity or evidence of the proceedings shall be in writing and clearly state the irregularity or defect to the City of San Luis Obispo at 990 Palm Street, San Luis Obispo, CA 93401. A protest may be withdrawn at any time before the conclusion of the public hearing. k) If, at the conclusion of the public hearing, there are of record, written protests by the owners of businesses within the proposed Tourism Business Improvement District that will pay fifty percent (50%) or more of the total assessments of the entire Tourism Business Improvement District, no further proceedings to continue the Tourism Business Improvement District shall occur. New proceedings to form the Tourism Business Improvement District shall not be undertaken again for a period of at least one (1) year from the date of the finding. If the majority of written protests are only as to an improvement or activity proposed, then that type of improvement or activity shall not be included in the Tourism Improvement District. R 11171 Packet Page 100 DocuSign Envelope ID: 6909934C-56C8-4179-8BFE-BF9F8B14D194 Resolution No. 11171 (2020 Series) Item 10 Page 3 BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide notice as required by the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing the resolution of intention to be published once in a newspaper of general circulation in the City no less than seven days before the public hearing. Upon motion of Council Member Christianson, seconded by Council Member Pease, and on the following roll call vote: AYES: Council Member Christianson, Pease, Stewart, Vice Mayor Gomez, and Mayor Harmon NOES: None ABSENT: None The foregoing resolution was adopted this 6th day of October 2020. Mayor Heidi Harmon ATTEST: Teresa Purrington City Clerk APPROVED AS TO FORM: J. Christine Dietrick City Attorney IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City of San Luis Obispo, California, on 10/8/2020 1 9: 22 AM PDT Teresa Purrington City Clerk R 11171 Packet Page 101 Item 10 BLANK PAGE This page is intended to be blank so that you can print double -sided. Packet Page 102 City of San Luis Obispo Tourism Business improvement District Annual Public Hearing C Y O� CITY 4F SqR LUIS OBISPO LQIS 04 Recommendations ■ Conduct a public hearing to receive testimony regarding the intention to continue the San Luis Obispo Tourism Business Improvement District ■ Determine whether a legally sufficient protest is made ■ If no legally sufficient protest is made, adopt a resolution affirming the continuation of the San Luis Obispo Tourism Business Improvement District, setting forth the basis for the assessment, and levying the assessment upon hotels in the district for fiscal year 2020-21. • Status of Tourism in SLO Today 121 2020-21 Tourism Marketing Objectives Annual Protest Hearing T Visit SLO CAL Community Dashboard Lodging Obispo occupancy ADR ReVPAR Supply Roams 5c ❑ Room Revenue 61.113% $ 3.62.84 $ 99. 27 74,679 45,527 $7,413, 63 3 oCc ADR RewPhR $1.0013.000 2O16 82-5% $156 5128 78a,119 2017 76-6% $158 512L $500.000 $492,490 � �41i,i30 c s281.697 2B1B 81-31% $L67 $136 231,653 50 - $95,fiO2 2019 77-1% $174 $134 2014 2016 201E 2021) 2022 Arroyo Grande Grover Beach 0 Paso Robles San Luis Obispo 20ZD 61-0% $L63 599 Atascabero Morro Bay Pismo Beach unincorporated OCC AOR RewP.. Atascadero 55.1% $133 $74 Cambria 73-3% $224 5164 Five Cities 73.00A $223 $167 Marro Bey 66.9% $169 $113 North Coast 57.4% $193 5130 North County 56-2% $139 $73 Paso Robles 56.696 $142 $20 P19mo Beach 75.7% $247 $187 Sam Luis Obispo 61.0% $163 $99 San Simeon 59-7% $152 $91 SL6 €eu my 65.0% $185 5120 South County 67-3% $200 $135 Pismo Beach - 23.5% 1 Origin Markets Primary Destination - Marro Bay _ 17.8% LOBP & M[)O & Awl la Beach _ 16.5% Fresno,Msal is 34% % share iYF visitor arrivals to San Luis Obispo County. AmigiuSt Arroyo Grande & Grower Beach _ 12.4% [ayucos SA% Las Angeles 24% Pismo Beach Paso Robles 62% Bakersfield —1n% Sant Morro 13 —1-0 96 Atascadero E4-1% San FranclscajOaklandr5an acre 1296 J LOBP & MDO & Avila Beach Arroyo Grande & Grover Beach m Cambria Edna Valley and Lake Lopez �3 3 Montiereyr5allnas _696 Robles. 45 East Paso Wine Country 2.0% SacramentorStocktoriMe-deSto 5% Al i3def6 45 West Pd5❑ Wine Country 1.296 Santa Barbara�5anta MariWSan Luis O.. 5% 45 West Paso Wine Country San Simeon 'h San Simeon East County: Cresbmn Shandonfchblamer[A Val 1.1% . 0.5% San Diego 3% 45 East Paso Wine Counry Templeton 0.5% t1A 2% Term pleton SLO CAL Reglohal Airport o.A% Palm Springs 0% Edna Val lepp and Lake Lopez East County_ Crestorkr5handarkr[holamefCA Valley Naclrmrentb C. San Miguel 0.3% SLO CAL Regional Airport San Luis Obispo Arrivalist Visitation Downtown SLO YOY Visitation Comparison by Visitor Type: April -Aug. ■Loalvisits ■NomLocmlvisits 350,000 300,000 � ■ / 250AO0 / 33.39G / 38.1% 38.6�6 + 200)= 36.S% 29.3% 43.3% 48.1% 48.1% f Orr 150,000 28.3% 10DA00 16.2% S0,000 F11.4, F///, 63.S% 23.8% 70.7% 72.7% 61.9% 61.4% S6.7% S1.9% 66.7% 51.9% April, 2019 April, 2020 May, 2019 Mar, 2020 June, 2019 June, 2020 July, MY, August, August, 2019 2020 2019 2020 0- ^� SLO TBID Luis 2020-21 Marketing Plan C'a11FOFt01P i f • r .ti y _ ` -- � � �'� * R � •.,�,� ram' �i.-- .',.' .01 ov AIL r-4 _ —. • r � � ` if � � r .:=r , � � � s Ov C Y O� CITY OF SqI1 LUIS OBISPO L�Ig 04 4 T • MISSION — We share the abundance of SLO, driving the lodging economy and serving as the voice of our stakeholders. • VISION — A welcoming community with a vibrant economy that enriches the lives of visitors and residents alike. • VALUE PROPOSITION — San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge. In FY 2020 - 2021 our marketing objectives and efforts will align with the following strategic imperatives: MARKETING OBJECTIVES — Elevate the SLO Brand and Experience — Deliver Smart Growth — Build Meaningful Partnerships r Market IndicatOPS Digital 5.( FY 2020/2021 OPPORTUNITY X - Heart of the City - Road Trip Must -Outdoor Paradise - Safe Relaxation - DEMOGRAPHIC TARGET - GEOGRAPHIC AUDIENCES - VISIT CALIFORNIA TRIP MOTIVATORS #SLOready Campaign We Are #SLOready 19 LEARN MORE We Are #SLOready To welcome you LEARN MORE Intent Groups - Culinary - Outdoor - Relaxation & Wellness - Family & Frequent Traveler We Are #SLOready To get down in the dirt and up in the hills EXPLORE MORE (a LIM i We Are are you - j'dr' i2SLOready ttsw.eaay± _ e ,b.. U _, i :w,r :f. .�.ai�f ry0,, lf� .s" 4 �•`� � `' tiyy�.. . � .�, : f'; - (f. Jit- V"!e! t r. f +'•' F `r it , ', ` +it7f .�`• ,'�� �� +� .`rY '1' ��. e ,'� y"t s��'7! � ! � 1 � •�. i.l�s_ � ".�r �F1 �','" 3rI _ .'�i.�j4�� �.' •�.r.'� � L �' ti ' j'�-,� , � � , l � �' �� • � _ �' ���'Ff 1 �% ' �r 11 ` E• GkT Y d •3 CITY OF SqII LUIS OBISPO ISO Aim to create brand awareness 8 connection Create shareable content that inspires travel Activating Across the Traveler's Journey Bring prospects to the website to encourage research and discovery about what makes the destination special and unique Help prospective travelers plan with destination specific content 0 OR NICE M, p V:EBSITEEtPERIENCE C) PAIOSOCIAL a ORGANICSE-4RCH C) DISPLAYAO5 a PAI❑SEARCH 0 .-1 O ORGVNICSOCIAL 0 PR 0 PAIDSOCIAL QINFLUENCERS C) OdPLAIYADS QSROPAR l— IC) EMAIL 0 PR [ PRINT Encourage travelers to visit key - Utilize web -site to plan in -destination - Keep the conversation going to stakeholder pages to book & plan moments and activities amplify our message their trip f ind up-to-date safety information ORGANIC SEARCH 0 PAIDSEA.RCH 3RO PARTY ARS -EBSRE E%PERIENCE 0 W—B - E] PER.— '11§111111P�� Now ORGANIC SOCIAL Recommendations ■ Conduct a public hearing to receive testimony regarding the intention to continue the San Luis Obispo Tourism Business Improvement District ■ Determine whether a legally sufficient protest is made ■ If no legally sufficient protest is made, adopt a resolution affirming the continuation of the San Luis Obispo Tourism Business Improvement District, setting forth the basis for the assessment, and levying the assessment upon hotels in the district for fiscal year 2020-21. Tourism Business Improvement District Annual Public Hearing _ wV �-.���. :fir•' � ... �..- _ !.- .� �:M`�!> '�-ty.ti-'t .• = .fit.' -$�'�►- ` �,`... -`-' � � - � see► �� • ►'+""' GAT Y O n CITY 4F SMI LUIS OBISPO LQ79 O� Recommendations ■ Conduct a public hearing to receive testimony regarding the intention to continue the San Luis Obispo Tourism Business Improvement District ■ Determine whether a legally sufficient protest is made ■ If no legally sufficient protest is made, adopt a resolution affirming the continuation of the San Luis Obispo Tourism Business Improvement District, setting forth the basis for the assessment, and levying the assessment upon hotels in the district for fiscal year 2020-21.