HomeMy WebLinkAbout11-18-2020 TBID Agenda - Special MeetingCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, November 18, 2020
10:00 a.m. SPECIAL MEETING Teleconference
Based on the threat of COVID-19 as reflected in the Proclamations of Emergency issued by both the
Governor of the State of California, the San Luis Obispo County Emergency Services Director and the
City Council of the City of San Luis Obispo as well as the Governor’s Executive Order N-29-20 issued
on March 17, 2020, relating to the convening of public meetings in response to the COVID-19
pandemic, the City of San Luis Obispo will be holding all public meetings via teleconference.
There will be no physical location for the Public to view the meeting. Below are instructions on
how to view the meeting remotely and how to leave public comment.
Additionally, members of the Tourism Business Improvement District (TBID) Board are allowed to
attend the meeting via teleconference and to participate in the meeting to the same extent as if they
were present.
Using the most rapid means of communication available at this time, members of the public are
encouraged to participate in TBID meetings in the following ways:
1. Remote Viewing - Members of the public who wish to watch the meeting can view:
• Go to Webinar:
o Registration:
https://attendee.gotowebinar.com/register/1601721671299511820
o Webinar ID: 545-283-347
o You must register to view via Webinar.
2. Public Comment - The TBID will still be accepting public comment for only items on the
agenda. Public comment can be submitted in the following ways:
• Mail or Email Public Comment
o Received by 10:00 AM on the day of meeting - Can be submitted via email to:
(advisorybodies@slocity.org ) or U.S. Mail to City Clerk at: 990 Palm St. San Luis
Obispo, CA 93401
o Emails sent after 10:00 AM up until public comment is opened on the item –
Limited to one page emailed to cityclerk@slocity.org will be read aloud during the
public comment period.
• Verbal Public Comment - Call (805) 781-7164; state and spell your name, mention the
agenda item number you are calling about and leave your comment. The verbal comments
must be received by 10:00 AM on the morning of the noticed meeting and will be limited
to 3 minutes. All voicemails will be forwarded to the TBID members and saved as Agenda
Correspondence.
All comments submitted will be placed into the administrative record of the meeting.
Tourism Business Improvement District Board Agenda for November 18, 2020 Page 2
CALL TO ORDER Chair John Conner
ROLL CALL : Chair John Conner, Vice Chair Clint Pearce, Pragna Patel-Mueller, LeBren
Harris, John Byrns, Natalie Ward and David Smith
PUBLIC COMMENT: At this time, people may address the Committee about items not on the agenda. Persons
wishing to speak should come forward and state their name and address. Comments are limited to three minutes per
person. Items raised at this time are generally referred to staff and, if action by the Committee is necessary, may be
scheduled for a future meeting.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, October 14, 2020
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Visitor Center Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
BUSINESS ITEMS
1. 2021-23 COUNCIL GOAL SETTING 45 mins
The TBID Board will provide input, discuss, and begin to formulate goals as an Advisory Body to
recommend for the 2021-23 City Council goal-setting process.
2. SLO LONG FORM VIDEO EDITING PROPOSAL 10 mins
Staff will present an opportunity to display a San Luis Obispo video in the Central Coast Welcome
Center and the Board will consider funding for a video editing service to prepare the video for use.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: None, meeting was cancelled
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: November 5, 2020
4. PCC UPDATE – Meeting Minutes: October 14, 2020
5. VISIT SLO CAL UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
Tourism Business Improvement District Board Agenda for November 18, 2020 Page 3
ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for
Wednesday , December 9, 2020 at 10:00 a.m. held remotely and via teleconference.
The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon
request, this agenda will be made available in appropriate alternative formats to persons with disabilities.
Any person with a disability who requires a modification or accommodation in order to participate in a
meeting should direct such request to the City Clerk’s Office at (805) 781-7100 at least 48 hours before the
meeting, if possible. Telecommunications Device for the Deaf (805) 781-7107.
Meeting audio recordings can be found at the following web address:
http://opengov.slocity.org/WebLink/1/fol/61016/Row1.aspx
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/14/2020 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 14, 2020
Regular Teleconference Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The regular teleconference meeting of the San Luis Obispo Tourism Business Improvement District Board
was called to order on October 14, 2020 at 10:00 a.m. held via GoToWebinar by Chair John Conner.
ROLL CALL
Present: Chair John Conner and members LeBren Young-Harris (departed at 12:00 p.m.), Clint
Pearce, Pragna Patel-Mueller, John Byrns, Natalie Ward and David Smith
Absent: none.
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY COMMITTEE MEMBER PEARCE SECONDED BY COMMITTEE MEMBER
HARRIS, CARRIED 7-0-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7.
C.1 Minutes of Meeting on Wednesday, September 9, 2020
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Visitor Center Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Marketing Committee: Co-Op Program Approval
Public Comment
None.
--End of Public Comment--
PRESENTATIONS
1. New Board Member Introductions
Board members introduced themselves and welcomed new members David Smith of Hotel SLO and Natalie
Ward of Hotel Cerro.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/14/2020 Pg. 2
2. Marketing Services Quarter Report
Representatives from Noble Studios and DCI presented the first quarter report for the marketing activities
for the SLO TBID. Highlights included reviewing a review of social media metrics, email marketing
performance, website metrics, SEO review, and a view of what’s ahead. Additionally, the agency
announced that the revamped homepage for VisitSLO.com is now live.
3. Public Relations & Guest Services Quarter Report
Representatives from the SLO Chamber presented the quarter report for the Public Relations and Guest
Services activities with the SLO TBID. Highlights included metrics of where visitors are traveling from, a
noted increase in phone and live chats with the Visitor Center team as well as a positive reach of the support
local work in conjunction with the PCC.
BUSINESS ITEMS
1. 2020-21 TBID Annual Marketing Plan
Representatives from Noble Studios presented the 2020-21 SLO TBID Annual Marketing Plan for the
Board discussion & approval as recommended by the Marketing Committee. Board members had no
edits or feedback. Staff addressed member Smith’s vote against the plan due to being unfamiliar with
the TBID budget and program.
Public Comments:
None
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER PEARCE, SECONDED BY COMMITTEE
MEMBER BYRNS, CARRIED 7-1-0, to approve the 2020-21 SLO TBID Annual Marketing Plan as
presented for the remainder of the 2020-21 fiscal year.
2. California Hotel & Lodging Association (CHLA) Membership Renewal
Staff reviewed current conversations with CHLA regarding the membership renewal which were requested
by the Management Committee. The Management Committee recommends that the TBID Board consider
renewing the membership for FY 2020-21 on a quarterly basis and to use funds from the contingency line
item within the budget. The renewal would take place in November 2020 and the membership can be
cancelled on a quarterly basis if needed. Board members discussed and provided their input on why or why
not continue the TBID’s membership.
Public Comments:
None
---End of Public Comments---
ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY
COMMITTEE MEMBER SMITH, CARRIED 5-2-0 to renew the TBID’s CHLA membership on a
quarterly basis starting in November 2020 with the clause of being able to cancel if needed based on the
Management Committee’s budget review and recommendations.
3. 2021-23 Council Goal Setting Process
The City’s Financial Director, Brigitte Elke and Principal Budget Analyst, Natalie Harnett presented the
2021-23 Financial Planning process including the instructions for Advisory Body input for the City Council
goal-setting portion of the effort. Board members had no questions or discussion, but will prepare ideas for
the November meeting.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/14/2020 Pg. 3
Public Comments:
None.
---End of Public Comments---
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – no discussion on the October 7, 2020 minutes
3. MANAGEMENT COMMITTEE UPDATE –no discussion on the October 8, 2020 minutes
4. PCC UPDATE – Chair Conner highlighted the PCC’s work on the banner program and the modified GIA
program which is now open and accepting applications.
5. VISIT SLO CAL UPDATE – Liaison Reports by member Pearce and Tourism Manager Cano:
6. TOURISM PROGRAM UPDATE – Staff Report from Tourism Manager Cano
a. City council approved the 2019-20 Annual Report and resolution of intent on October 6,
2020. The next step will be the protest hearing on October 20, 2020
b. Agency will be visiting in early November. Four hosted rooms will be needed
c. Raincheck promotion update
d. Dates to remember
ADJOURNMENT
The meeting was adjourned at 12:22 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, November 18, 2020 at 10:00 a.m. held remotely and via teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
October 2020
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 55.5 90.8 65.6 112.69 200.78 147.54 62.52 182.29 96.74 -16.8 0.1 -10.8 -0.8 4.2 4.3 -17.4 4.3 -7.0
City of Pismo Beach 65.9 91.3 73.2 167.91 290.10 211.51 110.62 265.00 154.73 -4.9 5.0 -1.6 22.0 29.3 27.0 16.1 35.8 25.0
City of San Luis Obispo 57.7 91.0 67.2 130.15 209.34 160.78 75.14 190.57 108.12 -16.1 0.6 -10.4 0.2 8.7 6.1 -16.0 9.3 -4.9
City of Morro Bay 57.5 89.0 66.5 121.09 206.29 153.66 69.64 183.59 102.20 -12.4 -2.8 -9.0 11.8 14.4 14.6 -2.1 11.2 4.3
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 58.7 86.1 66.5 115.55 206.99 149.38 67.78 178.24 99.34 -12.2 -4.9 -9.6 0.4 -3.6 -0.5 -11.8 -8.3 -10.0
City of Pismo Beach 69.6 90.2 75.5 173.26 292.42 213.93 120.66 263.75 161.54 0.3 8.9 3.1 20.2 23.8 23.0 20.6 34.8 26.8
City of San Luis Obispo 58.5 88.9 67.2 132.76 207.08 160.86 77.70 184.13 108.11 -15.2 1.3 -9.6 0.1 1.7 2.8 -15.1 3.1 -7.1
City of Morro Bay 60.8 86.3 68.1 124.47 209.79 155.37 75.66 181.02 105.77 -8.9 -0.8 -6.1 10.7 14.1 13.5 0.9 13.2 6.6
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 57.7 84.5 65.3 113.35 198.77 144.93 65.36 168.01 94.69 -14.6 -6.4 -11.8 -0.6 0.7 1.3 -15.1 -5.7 -10.6
City of Pismo Beach 61.6 85.2 68.3 170.14 288.42 212.27 104.80 245.74 145.07 -11.9 -5.7 -9.8 19.0 22.6 21.7 4.8 15.6 9.8
City of San Luis Obispo 53.2 83.1 61.7 132.02 207.27 160.97 70.20 172.30 99.37 -24.5 -9.8 -19.5 -2.4 -5.9 -2.1 -26.3 -15.1 -21.2
City of Morro Bay 55.0 79.7 62.1 124.30 206.50 154.46 68.41 164.66 95.91 -13.4 -13.3 -13.3 13.7 9.2 11.5 -1.5 -5.3 -3.4
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 55.6 63.9 58.0 111.61 177.77 132.45 62.07 113.64 76.80 -10.7 -20.2 -13.9 1.8 0.5 0.0 -9.1 -19.8 -14.0
City of Pismo Beach 57.3 64.4 59.3 165.58 235.25 187.19 94.87 151.48 111.04 4.7 -15.9 -2.7 30.0 19.1 22.7 36.2 0.2 19.4
City of San Luis Obispo 48.2 56.8 50.7 131.02 171.95 144.13 63.19 97.68 73.04 -8.6 -30.6 -17.0 9.0 -2.6 1.7 -0.3 -32.3 -15.6
City of Morro Bay 48.0 56.3 50.4 121.56 171.07 137.36 58.36 96.25 69.19 -7.0 -30.3 -16.0 22.6 12.5 14.9 14.0 -21.6 -3.4
Week of October 25, 2020 to
October 31, 2020
Week of October 18, 2020 to
October 24, 2020
Week of October 11, 2020 to
October 17, 2020
Week of October 4, 2020 to
October 10, 2020
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 535,691$ -41.3%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 617,025$ -25.3%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 647,535$ -10.1%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ -100.0%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ -100.0%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ -100.0%
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ -100.0%
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ -100.0%
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ -100.0%
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ -100.0%
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ -100.0%
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ -100.0%
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 1,800,251$ -71.4%
2019-20 2020-21 Change +/-2019-20 2020-21 Change +/-2019-20 2020-21 Change +/-
July 80.0 54.5 -31.9 184.4 165.96 -10.0 147.59 90.53 -38.7
August 77.1 61.0 -21.0 173.97 162.84 -6.4 134.18 99.27 -26.0
September 73.3 63.1 -14.0 159.48 167.66 5.1 116.97 105.79 -9.6
October 73.0 156.39 114.24
November 67.4 147.11 99.17
December 57.7 134.41 77.59
January 62.3 130.45 81.27
February 65.4 145.83 95.42
March 34.6 131.11 45.39
April 17.7 95.53 16.95
May 34.5 119.15 41.15
June 49.3 152.80 75.39
Total/Average 57.72 144.22 87.11 Updated: 11/3/2020
TOT Comparison
*Figures from Smith Travel
Research Report
Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2020
PR Activity
Implementation/Proactive work
1)Drafted ‘Meet Your Neighborhood Makers Q&A for VisitSLO.com
2)Drafted ‘Meet Your Neighborhood Candy Shop’ Q&A for VisitSLO.com
3)Drafted ‘Meet Your Neighborhood Restaurateur’ Q&A for VisitSLO.com
4)Drafted Music + Culture release for proactive pitching by DCI
5)Continued conversations for media visit with freelancer Tanvi Chheda
6)Continued working with Verdin on Support Local Campaign and implementation
7)Continued working with the City and Noble Studios on overall tourism marketing campaign
Responsive leads
1)Coordinated responses for NY Times ‘52 Places We Love’ destination submissions
2)Coordinated interview with SLO Brew for Vine Pair through DCI lead
3)Pitched SLO as a destination that feels like Europe to YourTango HARO lead
4)Pitched wellness experiences for Visit SLO CAL hot lead on Wellness Resorts
5)Pitched Woods Humane Society’s Wiggle Waggle walk to Forbes HARO lead on Halloween
parades during COVID
6)Pitched Mama Ganache for California Life broadcast feature for Visit SLO CAL hot lead
7)Connected Mustang News reporter with resources and City staff for tourism impact story
Partnerships
1)Curated itinerary and met freelancer Donna Sozio’s trip to SLO in partnership with Hotel Cerro
2)Curated itinerary for freelancer Kristin Braswell’s @crushglobal trip to SLO in partnership with
Hotel San Luis Obispo
3)Curated itinerary for Joseph Rosendo of Travelscope in partnership with Hotel Cerro
4)Met with Malene and MINDBODY about future wine & wellness partnership opportunities
5)Pitched the following content to Visit California:
●California Towns with Holiday Spirit
○Light Up Downtown, San Luis Obispo
○Gift Shop and Visitor Center in San Luis Obispo
●Winter Road Trips
○Get decked out in holiday spirit at the Madonna Inn in San Luis Obispo
●Meet the Makers: Holiday Edition
○Kendra Aronson’s Farmers’ Market Cookbook
6) Pitched the following content to CCTC:
●Winter Events
○Holiday Open House at Humankind
○Humankind’s Give Back Days
○Cal Poly Symphony Fall Presentation
○Cal Poly Choirs’ Holiday Kaleidoscope
○Holiday Concert with Pink Martini’s Thomas Lauderdale & China Forbes
●Holiday Activities
○Santa’s House & Classic Carousel in Mission Plaza
○Light Up Downtown, San Luis Obispo
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2020
Media Placements
1.BUSINESS INSIDER, I visited two high-end
California hotels to compare their
reopenings. Here's how they're taking care
of guests — and why I hope some of these
measures stick around.
RESULT: Strategic partnership
PILLAR: Cultural, Outdoor, Beer/Wine,
Culinary, Cal Poly
MENTIONS: Hotel Cerro, Brasserie SLO
UVPM: 134,300,000
AD VALUE: $30,900.00
2.LOVE FOOD, The best independent café in
every state
RESULT: Ongoing media relationship
PILLAR: Culinary, Beer/Wine
MENTIONS: Kreuzberg California
UVPM: 67,150,000
AD VALUE: $15,444.86
October 2020-21 YTD
UVPM 384,070,340 1,523,512,840
AD VALUE $119,517.03 $472,070.14
PLACEMENTS 12 48
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2020
3.TASTE CALIFORNIA TRAVEL, Returning
to San Luis Obispo
RESULT: Strategic partnership
PILLAR: Cultural, Culinary, Beer/Wine,
Support Local, Outdoor, Family
MENTIONS: Hotel Cerro, Brasserie SLO,
SLO Brew, SLO Stills, Madonna Inn
4.VISIT CALIFORNIA, California Travel
Innovations Help Welcome Travelers
Back
RESULT: Partnership pitching
PILLAR: Culinary, Beer/Wine, Support Local
MENTIONS: SLO Brew, SLO Stills, Parklets
UVPM: 70
5.VISIT CALIFORNIA, California’s Most Unique Marketplaces
RESULT: Partnership pitching
PILLAR: Culinary, Beer/Wine, Support Local
MENTIONS: SLO Public Market, Mixed Company SLO, Bottlecraft
UVPM: 70
6.HGTV ONLINE, Miss Your Favorite Hotel? These 15 Products Will Turn Your Home
Boutique-Hotel-Chic
PILLAR: Cultural, Support Local
MENTIONS: Madonna Inn
UVPM: 3,410,000
AD VALUE: $783.72
7.GOOD SAM CAMPING, 5 Family-Friendly Activities While Camping in Slo-Cal
PILLAR: Family, Outdoor, Cultural
MENTIONS: Sunset Drive-in
UVPM: 26,000
AD VALUE: $5.92
8.SANTA BARBARA INDEPENDENT (print & online), Destination: San Luis Creek Lodge
PILLAR: Cultural, Culinary, Beer/Wine
MENTIONS: San Luis Creek Lodge, Scout Coffee Co., Granada Hotel & Bistro, Mistura,
Biddle Ranch
UVPM: 127,200
AD VALUE: $891.97
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2020
Travel by train
9.TRAVEL + LEISURE, I Took an Overnight Train During the Pandemic — Here's What I
Learned
RESULT: Ongoing media relationship
PILLAR: Cultural
MENTIONS: Coast Starlight, San Luis Obispo
UVPM: 136,400,000
AD VALUE: $32,500.00
10.FORBES, Amtrak Ridership Down 80%; Will Partnering With Lysol Ease Passenger Fears?
PILLAR: Cultural
MENTIONS: Amtrak Pacific Surfliner, San Luis Obispo
UVPM: 28,310,000
AD VALUE: $32,553.14
11.ARIZONA REPUBLIC ONLINE & multiple other outlets, Amtrak Pacific Surfliner
implements temporary adjustments for the Thanksgiving holiday travel period
PILLAR: Cultural
MENTIONS: Amtrak Pacific Surfliner, San Luis Obispo
UVPM: 14,300,000
AD VALUE: $6,100.00
12.JONNY JET’S TRAVEL NEWS, TIPS & STORIES, Thanksgiving 2020 Train Travel Tips
PILLAR: Cultural
MENTIONS: Amtrak Pacific Surfliner, San Luis Obispo
UVPM: 47,000
AD VALUE: $37.68
Report to City of SLO – TBID
Phone Line and Availability Contract
October 2020
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Oct.
2019
Oct.
2020
Calls to
1-877-SLO-TOWN
20 23 28 31 77 102
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Oct.
2019
Oct.
2020
Email Response 24 24 22 32 59 102
Phone Calls to
Hotels
83 84 79 93 295 339
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Oct.
2019
Oct.
2020
Visitors Served
(walk-ins)
1,185 962 1,140 1,048 6,722 4,148
Guests Served
(via phone and
digitally)
662 543 568 528 1,116 2,162
Hotel Rooms
Referred
403 394 367 402 1,740 1,566
Agency Report · October 2020
SLO-TBID
Agency Report
October Activity & Performance
What’s Ahead:
●Oct-Dec. 30/60/90 Day Marketing Plan:
https://docs.google.com/spreadsheets/d/1vY5l0_cgpGBLyeT6NBim85qEkweKD5XtASedzS
SML38/edit?usp=sharing
●Updating in Nov. for Jan-Mar. 202
Email Marketing
Newsletters (1 per month)
●On-going: Manage audience tags in MailChimp and additions of subscribers via VCA
●On-going: Revise the automated “welcome” newsletter as needed
●Completed:
○October Newsletter development
●Completed
○October Newsletter distribution - sent on Nov 5
○Open rate: 18%
○Unique clicks: 197 / Total clicks: 256
■38%: Meet Your Neighborhood Candy Shop | Q&A With Miranda Battenburg Of
Slo Sweets
■32%: Family Friendly Things To Do In The Fall
■24%: San Luis Obispo Coast Wine Collective 2020 Harvest On The Coast
Virtual Auction
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased month over month by 7% and a decrease in total organic
keywords ranked by 10% month-over-month but increased sessions 102% year over year
○Delivered page optimization reports for:
■Hiking
■Biking
■Roadtrip from SF to SLO
Blog Posts (2 per month)
2
●Completed: One blog post for October
○Family Friendly Things to Do in the Fall
●In Progress: Two Blog Posts for November
Website
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
○Built and published 2 monthly blog posts
●Ad Hoc Items
○Launched the new homepage and site navigation experience
○Posted 2 Business Feature blogs:
■Meet Your Neighborhood Makers | Junk Girls
■Meet Your Neighborhood Candy Shop | SLO Sweets
Social Media Management
Across all platforms (Facebook, Twitter, Instagram), @ShareSLO has a total audience of 123,954
and has posted a total of 50 times on all platforms combined throughout the month of October. The
total number of engagements across all channels is 6,111 and the account with the most
engagement rate is Instagram.
Social Media Posting & Engagement
●DCI created social posts, posted content, and consistently engages with other accounts
every day. Posts aligned with daily themes and brand messaging across all three social
platforms: Facebook, Instagram, and Twitter:
https://docs.google.com/spreadsheets/d/1z5SNizv1EyGR0vdXyIAH-dCdPu9lJgCL_n4i7SLB
Ckg/edit
●DCI revised the social content calendar for November and continues to create, post and
engage on behalf of @ShareSLO on Facebook, Instagram and Twitter:
https://docs.google.com/spreadsheets/d/1vY5l0_cgpGBLyeT6NBim85qEkweKD5XtASedzS
SML38/edit#gid=0
●DCI created stories that promoted the following events: Festival Mozaic’s Music Director,
Scott Yoo, hosting the new season of PBS’s “Now Hear This,” Jeremy Jones’ new movie,
Purple Mountains screening in SLO, and Harvest on the Coast promotion.
PR, Media, And Influencer Relations
Key Messages & MWM List
●DCI, SLO TBID and the Chamber of Commerce to finalized the 2020-21 key message and
MWM list documents:
https://drive.google.com/drive/u/0/folders/19eR-weHjVZQ4x9LE-4lmtfPMWDR2mVVc
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●Completed:
○Presented to the marketing committee
○Approved final version of Key Messages & MWM List
DCI’s All Client Pitch Initiative
Proposed: (4-6 pitches throughout 2020-21)
Progress: 2 Complete; 2-4 To Come
●Completed: Two all client pitches
○California Roadtrip -- San Luis Obispo wineries
○Drive-in Movie Theaters -- Sunset Drive-in
Proactive Pitch Development:
●Now Here This (Complete)
Holiday Gifting Guide - Local Makers (In Development)
●Holiday Happenings, Events & Activities (In Development)
Ongoing Media Conversations:
●Atlanta Journal Constitution: Carolyn Desalu, Holiday Gift Guides
●Conde Nast Traveler: Mark Ellwood, Where to go in January 2021
●Inappropriate Traveler: Spud Hilton, SATW Follow Up
●Los Angeles Times: Elisa Parhad, Outdoor Activities
●Travel + Leisure: Pat Doherty, Where to go in January 2021
●VinePair: Tim McKirdy, Covid 19 Impact on Craft Brewers
●YourTango: Aly Walansky, Destinations in the US that feel like a trip to Europe
Influencer Partnerships (5 partnerships in 2020-21)
●Completed: Developed Most Wanted Influencer List for review
●In progress: Outreach to influencer to secure one hosted visit in December
Paid Media
Paid search generated 2,663,792 impressions and 10,363 clicks with a CTR of 7.16% for search,
.86% for social, and .36% for display, driving 9,578 sessions, 423 outbound hotel referrals and 102
book now interactions
●Launched Facebook/Instagram/Pinterest Ads
●Launched Display Ads
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Goal Setting Parameters1. Consider uncertainty regarding the long-term impacts from COVID192. Consider increased pressure to fund infrastructure maintenance3. Advancing Fiscal Health Response Plan objectives4. New projects and services will require trade-offs with current core services (Revenue generating new services excluded.)5. Goal setting through the lenses of Diversity, Equity, and Inclusivity8
2019-21 Financial Plan Proposed Major City Goals
Tourism Business Improvement District
Background
The Tourism Business Improvement District (TBID) board recommended the goals for consideration in
the 2019-21 work program to improve the visitor experience in San Luis Obispo. The TBID board did not
weigh its goals, keeping them all equally important.
Goals
1. Goal #1: Support Partnerships that enhance tourism
• Fiscal sustainability in other methods aside from increase in TOT
• Recognize tourism as an integral aspect of the City’s economic development efforts and support
the tourism promotion activities of the TBID and PCC.
• Increase funding for the Promotional Coordinating Committee in its efforts to promote cultural,
recreational, and social events that bring and keep tourists in San Luis Obispo.
• Support with city-wide special events (in the ways of not hindering city required permits,
applications, etc.) and providing tools necessary for events to be compliant
2. Goal #2: Safety and homelessness
• Continue the City’s efforts to address homeless population.
• Enhance safety relative to transient populations throughout the City so residents and tourists
can feel safe while enjoying activities in San Luis Obispo.
3. Goal #3: Vitality of downtown & other business districts
• Free City wi-fi
• encourage and support the growth of new business courting SLO and wanting to build in SLO
• Creating some sort of policy or process for abandon buildings/storefronts specifically in
downtown
4. Goal #4: Parking + Connectivity
• feasible parking around downtown
• Accessibility of public transportation (trolley)
5. Goal #5: Infrastructure + Beautification
• Cleanliness of the city in general and specifically in tourist central areas/ hotel locations
• Infrastructure improvements
6. Goal 6#: Homestay Compliance
• Continue the enforcement to gain compliance of properties with the City’s Homestay Ordinance
with the goal for 100% compliance with Homestay policy within the City.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, November 5, 2020 at 10:00 a.m.
Teleconference via GoToWebinar
BOARD MEMBERS PRESENT: Pragna Patel-Mueller, John Byrns, and David Smith
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator
Call to order time: 10:02 am
BUSINESS ITEMS
1. 2019-24 Strategic Plan Review and Discussion
The TBID’s 2019-24 Strategic Plan consultant, Matthew Landkamer from Coraggio Group walked
committee members through a strategy reprioritization of the current plan due to COVID-19
impacts. Committee members and staff provided input and discussed items that are considered a
“must do” for the next 18 months versus lower priority items.
2. New Business Items
a. Committee Discussion – Tourism Manager Cano reviewed the October 20, 2020
City Council meeting discussion relating to the TBID and the approval of the
TBID to continue.
b. Future Agenda Items – none.
c. Next Regular Meeting – December 3, 2020.
Meeting was adjourned at 10:58 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 14, 2020 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, October 14, 2020
Regular Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to
order on Wednesday, October 14, 2020 at 5:33 p.m., by Chair Matteson via teleconference.
ROLL CALL
Present: Chair Dana Matteson, Vice Chair John Thomas, Members Ryan Heath, Stephanie
Stackhouse, Lori Lerian and John Conner
Absent: Member Samantha Welch
Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER STACKHOUSE, SECONDED BY
COMMITTEE MEMBER CONNER, CARRIED 6-0 (WITH COMMITTEE MEMBER WELCH
ABSENT), to approve the Consent Agenda items 1 thru 5.
C.1 Minutes of the Meeting on September 9, 2020
C.2 2020-21 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Visitors Center Report
C.5 TOT Report
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
Jacqui Clark-Charlesworth, SLO Chamber provided a PowerPoint presentation and
responded to Committee inquiries.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 14, 2020 Page 2
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. 2021-23 COUNCIL GOAL SETTING PROCESS
Principal Budget Analyst, Natalie Harnett provided a PowerPoint presentation and responded
to Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: No action taken o this item.
2. SUPPORT LOCAL PROGRAM UPDATE
Ashlee Akers, Verdin provided a PowerPoint presentation and responded to Committee
inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Committee agreed to proceed with Concept 1.
3. HOLIDAY BANNER/FLAG UPDATE
Tourism Manager Molly Cano and Katy McGrath, Badger Branding provided a PowerPoint
presentation and responded to Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY
COMMITTEE MEMBER LERIAN, CARRIED 6-0-1 (WITH COMMITTEE MEMBER
WELCH ABSENT) to approve Concept 3 for the new holiday banner.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 14, 2020 Page 3
4. FLAG/BANNER PROGRAM UPDATE
Tourism Manager Molly Cano provided a PowerPoint presentation and responded to
Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Committee agreed to the SLOisms concept.
5. MODIFIED GIA PROGRAM UPDATE
Tourism Manager Molly Cano and Jacqui Clark-Charlesworth, SLO Chamber of Commerce
provided a PowerPoint presentation and responded to Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: No action taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT
None.
2. TBID BOARD REPORT – TBID Meeting Minutes: September 9, 2020
John Conner provided a brief overview of the TBID Board Meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 8:14 PM. The next Rescheduled Regular Promotinal Coordinating
Committee meeting is scheduled for Wednesday, November 18, 2020 at 5:30 p.m., via
teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020