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HomeMy WebLinkAbout08-12-2020 TBID AgendaCity of San Luis Obispo, Agenda, Planning Commission Agenda TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, August 12, 2020 10:00 a.m. REGULAR MEETING Teleconference Based on the threat of COVID-19 as reflected in the Proclamations of Emergency issued by both the Governor of the State of California, the San Luis Obispo County Emergency Services Director and the City Council of the City of San Luis Obispo as well as the Governor’s Executive Order N-29-20 issued on March 17, 2020, relating to the convening of public meetings in response to the COVID -19 pandemic, the City of San Luis Obispo will be holding all public meetings via teleconference. There will be no physical location for the Public to view the meeting. Below are instructions on how to view the meeting remotely and how to leave public comment. Additionally, members of the 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/rt/799355256346438926 o Webinar ID: 471-384-907 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 July 12, 2020 Page 2 CALL TO ORDER Chair John Conner ROLL CALL : Chair John Conner, Vice Chair Bruce Skidmore, Pragna Patel -Mueller, Clint Pearce and LeBren Harris 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 n ame 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, July 8, 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. SLO TBID FY 20-21 COVID-19 Plan 25 mins Staff will present the SLO TBID FY 20-21 COVID-19 Plan for the Board’s review and approval as recommended by the Marketing Committee. 2. SLO TBID Digital Audit 20 mins Staff will present the SEO and SEM approach for the Board’s review and approval as recommended by the Marketing Committee. 3. Marketing Contract Ad Hoc Hours Management 20 mins Staff will present the recommended allocation and guidelines for utilizing ad hoc hours within the Marketing Service contract as recommended by the Marketing Committee. 4. #SLOready Campaign 15 mins Staff will review the current campaign activities including the cooperative partnership efforts with the PCC and will review the updated video shoot plan including lodging needs. 5. 2019-20 TBID Annual Report Preparation 5 mins The Board will direct staff on development of the TBID ’s written annual report to the City Council to be presented on October 6, 2020. The Board will review the 2018-19 report as an example of the format. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – Liaison Reports 2. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: No meeting Tourism Business Improvement District Board Agenda for July 12, 2020 Page 3 3. MARKETING COMMITTEE UPDATE – Meeting Minutes: August 5, 2020 4. PCC UPDATE – Meeting Minutes: July 7, 2020 5. VISIT SLO CAL UPDATE – Liaison Reports 6. TOURISM PROGRAM UPDATE – Staff Report ADJOURNMENT The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for Wednesday , September 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 meet ings 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 07/08/20 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, July 8, 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 July 7, 2020 at 10:03 a.m. held via GoToWebinar by Chair John Conner. ROLL CALL Present: Chair John Conner and Board Members Bruce Skidmore, LeBren Young-Harris, Clint Pearce and Pragna Patel-Mueller Absent: none Staff: Tourism Coordinator Chantal Burns and Economic Development Manager Lee Johnson PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA Val Vaz of AMF thanked the TBID for the many years of partnership . --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER SECONDED BY COMMITTEE MEMBER SKIDMORE, CARRIED 5-0, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 8. C.1 Minutes of Meeting on Wednesday, June 10, 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 AMF + Matchfire Marketing Monthly Report C.7 2020-21 Chamber Guest Services & Public Relations Contract Scopes of Work C.8 TBID Open, Ready & Safe Program Plan Public Comment None. --End of Public Comment-- DRAFT Minutes – Tourism Business Improvement District Board Meeting of 07/08/20 Pg. 2 PRESENTTAIONS 1. Cal Poly Athletics End of Year Presentation Heather Hellman of Cal Poly Athletics presented the 2019-20 end of year partnership results and how many planned programs were impacted by COVID -19. There were no new updates on the future of athletics at Cal Poly, but Heather expressed optimism that future partnership opportunities will arise. Public Comment None --End of Public Comment-- No action was taken on this item. 2. SLO Chamber of Commerce End of Year Presentation SLO Chamber representatives, Jacqui Clark-Charlesworth and Dusty Colyer-Worth, presented the 2019-20 year-end report for the contracted Visitor Service s and Public Relations efforts for the TBID. Public Comment None --End of Public Comment-- No action was taken on this item. 3. Marketing Report End of Year Presentation Marlena Muro of AMF Media Group and Brittany Garcia of Matchfire presented the end of year highlights and data for the 2019-20 marketing agency contracted work. Public Comment None --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. #SLOready Campaign Noble Studios provided the Board with updates on current onboarding efforts made and an up dated timeline for the creative production for the #SLOready campaign due to COVID-19 travel setbacks. B.C. LeDoux of Noble Studios presented two plans for activating the campaign’s messaging and visuals with “Plan B” being the recommendation to slow the rollout due to potential State watchlist restrictions. Tourism Coordinator Burns provided information on the marketing committee’s recommendation to move forward with the presented plan to focus on the campaign’s assets and content strategy while working collaboratively with the PCC as San Luis Obispo County will most likely be added to the State’s watchlist . Public Comments: None DRAFT Minutes – Tourism Business Improvement District Board Meeting of 07/08/20 Pg. 3 ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER HARRIS, SECONDED BY COMMITTEE MEMBER SKIDMORE, CARRIED 5-0, to approve the plan as presented with the strategy to pivot and have flexible timelines based on State announcements. 2. Equity, Diversity & Inclusion Discussion Board members discussed the importance of continuing to include equity, diversity, and inclusion in the TBID’s ongoing work, but also how to further intertwine and keep these elements as key pieces and relevant moving forward. The Board also discussed the importance of aligning messaging and goals with City Council and Visit SLO CAL’s messaging and work regarding equity, diversity, and inclusion. Board Chair Conner proposed creating a taskforce and members volunteered to further discuss, create goals, and work directly with Visit SLO CAL and the City of San Luis Obispo’s newly developing task forces to make further recommendations. Board Chair Conner and Member Harris volunteered to be on the Equity, Diversity & Inclusion Taskforce which will begin meeting in late July. Member Patel volunteered to be an alternate. Public Comments: None ---End of Public Comments--- No action was taken on this item. 3. Money for a Rainy Day Program Raincheck Allocations Tourism Coordinator Burns reviewed the current Money for a Rainy Day Raincheck status and potential maximum budget allocations required to fulfill the 144 entries that were offered a Raincheck. Based off of the current funds remaining at the San Luis Obispo Chamber of Commerce’s Visitor Center a maximum of $3,700 could be needed for the potential Raincheck entries between June 29, 2020 and December 31, 2020. Public Comments: None. ---End of Public Comments--- ACTION: MOTION BY COMMITTEE MEMBER PEARCE, SECONDED BY COMMITTEE MEMBER SKIDMORE, CARRIED 5-0, to earmark $3,700 within the contingency line item of the 2020 - 21 budget to be used for qualified Raincheck entries. TBID LIAISON REPORTS AND COMMUNICATION 1. Hotelier Update • Member Harris reported on connecting with Courtyard Marriott’s new general manager • Member Skidmore reported that Hotel SLO’s GM is interested in applying for a board seat 2. Management Committee Update - June 29, 2020 minutes are in the packet for review. 3. Marketing Committee Update – July 1, 2020 minutes are in the packet for review. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 07/08/20 Pg. 4 4. PCC Update – June 10, 2020 minutes are in the packet for review. 5. SLO CAL Update – Member Pearce reported on: • Derek Kirk of Visit SLO CAL will serve on Cal Travel’s committee • Visit SLO CAL is currently working on a diversity plan which will be presented to their in the next few months • Strategic direction for 2020-23 plan is being worked on • The Visit SLO CAL 2020 -21 Budget was approved • There have been new board members approved 6. Tourism Program Update – Tourism Coordinator Burns reported on the following: • City Council approved the TBID’s 2020-21 budget and received a presentation on the #SLOready campaign from Tourism Coordinator Burns • The TBID will be participating in Cal Poly’s 2020 SLO Days which be in a virtual format • There are currently two open board seats and three applications have been received • The TBID’s Open, Ready & Safe Program Plan will begin ADJOURNMENT The meeting was adjourned at 11:57 a.m. The next Tourism Business Improvement District Board meeting is scheduled for August 12, 2020 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD : XX/XX/XXXX July 2020WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 46.3 62.2 50.9 115.02 195.25 143.06 53.27 121.43 72.75 -32.1 -31.3 -31.8 -12.4 -5.7 -9.2 -40.5 -35.2 -38.1City of Pismo Beach 65.0 70.6 66.6 207.10 326.70 243.33 134.56 230.63 162.01 -16.3 -23.8 -18.8-6.3 15.5 1.0 -21.6 -12.0 -18.0City of San Luis Obispo 53.0 66.9 56.9 147.04 218.07 170.87 77.89 145.84 97.31 -22.3 -24.7 -23.1 -8.9 -3.9 -7.1 -29.2 -27.7 -28.5City of Morro Bay56.7 67.4 59.8 142.98 236.32 173.05 81.13 159.32 103.47 -20.9 -25.0 -22.2 -12.1 7.2 -4.9 -30.5 -19.6 -26.1WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 42.7 58.4 47.2 114.71 174.32 135.81 48.94 101.87 64.06 -37.8 -22.8 -33.2 -2.7 -10.7 -4.1 -39.5 -31.1 -36.0City of Pismo Beach 61.2 79.3 66.3 203.90 278.70 229.44 124.69 220.95 152.19 -17.8 -9.6 -15.2 10.6 4.1 8.7 -9.1 -5.9 -7.8City of San Luis Obispo 46.7 67.0 52.5 150.66 188.59 164.49 70.33 126.40 86.35 -29.7 -20.1 -26.5 -1.5 -12.8 -5.6 -30.8 -30.3 -30.6City of Morro Bay52.7 73.0 58.5 142.30 198.25 162.26 74.93 144.77 94.88 -18.8 -12.2 -16.5 -1.5 -5.9 -2.8 -20.0 -17.4 -18.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 46.8 57.0 49.7 114.30 164.04 130.59 53.51 93.53 64.95 -37.8 -35.5 -37.1 -21.8 -32.9 -26.5 -51.4 -56.7 -53.8City of Pismo Beach 67.3 81.4 71.4 206.14 293.97 234.78 138.78 239.40 167.53 -19.3 -14.3 -17.74.2 0.4 3.2 -15.8 -13.9 -15.1City of San Luis Obispo 50.5 69.2 55.8 147.82 192.76 163.74 74.61 133.40 91.41 -38.1 -26.5 -34.5 -10.4 -20.5 -13.6 -44.6 -41.6 -43.4City of Morro Bay60.5 76.2 65.0 141.88 205.30 163.14 85.81 156.45 106.00 -22.9 -18.0 -21.4 -6.8 -12.5 -8.8 -28.2 -28.3 -28.2WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 47.0 47.0 47.0 113.36 166.43 130.93 53.31 96.87 65.76 -41.7 -36.8 -40.2 -41.3 -24.4 -35.1 -65.8 -52.3 -61.2City of Pismo Beach 66.8 84.1 71.8 210.21 303.57 241.48 140.47 255.34 173.29 -23.6 -12.0 -20.11.1 3.9 3.4 -22.7 -8.6 -17.3City of San Luis Obispo 51.8 74.3 58.2 147.50 194.02 164.47 76.36 144.16 95.73 -36.8 -21.7 -32.0 -14.4 -19.2 -15.1 -45.8 -36.7 -42.3City of Morro Bay58.7 78.4 64.3 142.71 207.72 165.36 83.76 162.94 106.38 -28.9 -15.9 -24.9 -8.5 -9.9 -7.7 -35.0 -24.2 -30.7WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 47.8 75.5 55.7 112.72 162.41 131.94 53.93 122.58 73.55 -38.0 -16.5 -31.2 -10.9 -24.3 -15.3 -44.7 -36.8 -41.7City of Pismo Beach 72.9 88.7 77.4 214.20 299.31 242.06 156.19 265.53 187.43 -15.6 -7.1 -13.0 5.8 2.2 5.2 -10.7 -5.1 -8.5City of San Luis Obispo 55.8 84.3 63.9 147.90 196.45 166.19 82.46 165.53 106.19 -31.4 -10.5 -24.8 -7.5 -17.5 -10.0 -36.6 -26.2 -32.3City of Morro Bay64.9 84.7 70.6 143.69 208.15 165.81 93.23 176.40 116.99 -18.4 -7.9 -15.1 -4.8 -8.6 -5.4 -22.3 -15.8 -19.6Week of July 26, 2020 to August 1, 2020Week ofJuly 19, 2020 to July 25, 2020Week of July 12, 2020 to July 18, 2020Week of July 5, 2020 to July 11, 2020 Week of June 28, 2020 to July 4, 2020RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) 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 Remitted DeferredChange +/‐July 508,195$          541,806$          591,184$         636,778$            699,845$            761,346$         844,845$            877,391$            880,321$         874,775$        917,282$        4.9%August 511,564$          542,194$          574,395$         623,655$            674,244$            732,271$         774,501$            765,232$            734,830$         815,225$        847,791$        4.0%September400,023$          437,543$          490,524$         508,583$            505,954$            557,002$         643,127$            650,117$           701,230$        696,113$        771,507$        10.8%October414,870$          442,586$          437,805$         469,977$            509,435$            594,032$         642,221$            628,049$            613,045$         704,568$        712,332$        1.1%November 280,913$          330,924$          347,437$         359,163$            425,769$            475,360$         468,016$            497,162$            519,193$         565,129$        592,953$        4.9%December 246,684$          274,417$          314,784$         319,451$            355,315$            391,132$         429,600$            434,836$            479,813$         491,517$        570,909$        16.2%January 230,279$          256,351$          276,165$         302,153$            331,853$            400,239$         387,304$            396,559$            415,461$         468,705$        511,727$        9.2%February 273,373$          302,246$          323,359$         344,160$            366,980$            431,510$         466,915$            439,735$            502,476$         526,793$        582,381$        295,320$         240,930$  10.6%March 326,099$          333,783$          392,266$         426,879$            448,103$            520,795$         559,235$            549,642$            577,221$        606,841$        212,097$         108,433$         67,075$     ‐65.0%April 423,158$          451,133$          475,913$         486,850$            564,617$            610,894$         609,439$            708,724$            653,881$        751,077$        62,190$          ‐‐‐91.7%May 372,997$          433,874$          447,116$         489,862$            546,916$            601,614$         598,093$            645,114$            626,025$        688,231$        171,869$        ‐75.0%June 490,326$          512,543$          578,234$         610,948$            630,729$            727,028$         731,038$            765,362$            795,368$        843,999$        365,887$        ‐56.6%Total/Average 4,478,481$       4,859,400$       5,249,181$      5,578,460$         6,059,758$         6,803,224$      7,154,334$         7,357,923$         7,498,864$      8,032,974$     6,318,927$     ‐21.3%7,875,000$    2018‐19 2019‐20 Change +/‐2018‐19 2019‐20Change +/‐2018‐19 2019‐20Change +/‐July 85.2 80.1 ‐6.1 175.2 186.7 6.6 149.2 149.5 0.1August 81.3 77.4 ‐4.8 166.6 177.3 6.4 135.5 137.3 1.3September72.4 73.3 1.2 163.5 161.5 ‐1.2 118.4 118.3 0.0October72.8 73.0 0.4 151.4 156.4 3.3 110.2 114.2 3.7November 67.8 67.4 ‐1.6 143.2 147.1 4.0 97.0 99.2 2.4December 59.2 57.7 ‐2.5 135.6 134.4 ‐0.9 80.3 77.6 ‐3.4January 59.3 62.3 5.1 125.6 130.4 3.9 74.4 81.3 9.2February 66.4 65.4 ‐1.7 141.2 145.8 3.3 93.9 95.4 1.6March 68.2 34.6 ‐49.2 144.0 131.1 ‐8.9 98.1 45.4 ‐53.7April 76.5 17.7 ‐76.8 162.8 95.5 ‐41.3 124.5 16.9 ‐86.4May 66.4 34.5 ‐48.0 156.9 119.2 ‐24.1 104.1 41.1 ‐60.5June 75.0 49.3 ‐34.2 182.6 152.8 ‐16.3 137.0 75.4 ‐45.0Total/Average 70.87 57.74 ‐18.2 154.05 144.86 ‐5.4 110.23 87.64 ‐19.2Occupancy ADRTOT ComparisonRevPAR*Figures from Smith Travel Research Report April (36 hotels + 77 homestays reported)March (37 hotels + 77 homestays reported)May ( 35 hotels + 62 homestays reported)June ( 37 hotels + 60 homestays + Airbnb reported)updated: 8/5/20 Report to City of SLO – TBID and PCC Public Relations Contract July 2020 PR Activity Implementation 1)Drafted ​#SLOready​ blog for VisitSLO.com 2)Began outreach to SLO businesses for ​Tuesday Giveaway 3)Helped coordinate ​#SLOready​ businesses for video campaign 4)Drafted release for ​#SLOready Social Media Challenge 5)Started planning local influencer partnership to promote ​#SLOready Social Media Challenge 6)Connected DCI with hotels for ​Open, Ready & Safe​ blog on VisitSLO.com 7)Continued working with ​Verdin​ on Support Local Campaign 8)Continued working with the ​City​ and ​Noble Studios​ on overall tourism marketing campaign Responsive leads 1)Coordinated interview with Sunset Drive-In for ​Martha Stewart Living​ article 2)Began conversations for media visit with Ken Wayne for ​KRON4​ Flying Tails broadcast story Partnerships 1)Provided recommendations and coordinated part of freelancer Leila Najafi’s stay at ​Hotel Cerro 2)Provided photos for ​AAA Westways​ inquiry on outdoor seating via ​Visit SLO CAL 3)Connected ​Visit SLO CAL​ with local chocolatiers for Charcuterie Board media drop 4)Attended ​CCTC ​virtual planning session 5)Pitched the following content to ​Visit California a.Top Small Businesses to Support on Your Road Trip i.Support Small Businesses with Open SLO b.Art Outside the Gallery i.Murals, sculptures and paintings in San Luis Obispo July 2020-21 YTD UVPM 354,276,000 354,276,000 AD VALUE 111,333.26 111,333.26 PLACEMENTS 18 18 Report to City of SLO – TBID and PCC Public Relations Contract July 2020 Media Placements 1.EQ LUXE MAGAZINE​, ​Sip Away, Meet the Maker RESULT: Unpretentious Luxury FAM PILLAR: Wine/Beer MENTIONS: Edna Valley Vineyard, Breakaway Tours UVPM: 15K 2.THE POINTS GUY​, ​7 travel upgrades for an unforgettable California vacation RESULT: Unpretentious Luxury FAM PILLAR: Wine/Beer, Culinary MENTIONS: Tolosa PUBLICITY $: 552.68 UVPM: 2.40M 3.TRAVEL + LEISURE,​ ​7 Best West Coast Road Trips in the U.S. PILLAR: Wine/Beer PUBLICITY $: 49.9K UVPM: 210.8M 4.TRIPSAVVY​, ​10 Foods to Try in Central California PILLAR: Culinary MENTIONS: Goshi PUBLICITY $: 513.25 UVPM: 2.23M 5.SAN FRANCISCO CHRONICLE​, ​Pinot Noir is a secret superpower at Claiborne & Churchill PILLAR: Wine/Beer MENTIONS: Claiborne & Churchill PUBLICITY $: 3,121.45 UVPM: 3.88M 6.BUSINESS INSIDER, ​Travel looks very different this year — here's how 8 different people on our team are planning a summer vacation PILLAR:Culture, Outdoor MENTIONS: Madonna Inn PUBLICITY $: 8,135.20 UVPM: 35.37M 7.FORBES, ​7 Countries In One State: Quench Your Wanderlust With These California Destinations RESULT: Visit California PILLAR: Outdoor MENTIONS: Irish Hills PUBLICITY $: 32,553.14 UVPM: 28.31M 8.TRAVEL AWAITS​, ​How To Spend A Perfect Day In Happy San Luis Obispo PILLAR: Outdoor, Culture, Wine, Culinary, Family Report to City of SLO – TBID and PCC Public Relations Contract July 2020 MENTIONS: Mission San Luis Obispo de Tolosa, Bubblegum Alley, Sunset Drive-In, Farmers’ Market, Novo, La Esquina Taqueria, Flour House, Nightcap, Ambiance, Len Collective, Humankind Fair Trade, Hotel Cerro, SLO Brew Lofts PUBLICITY $: 14.92 UVPM: 65K 9.TRAVEL PULSE​, ​16 Underrated US Travel Destinations PILLAR: Outdoor, Culture MENTIONS: Mission San Luis Obispo de Tolosa, Bubblegum Alley PUBLICITY $: 16K UVPM: 69.7M 10.CALIFORNIA ROAD TRIPS​, ​Monterey to Channel Island National Park RESULT:Strategic partnership PILLAR: Culture UVPM: 1K 11.CITIZEN FEMME​, ​Most Scenic American Road Trips: Part 1 PILLAR: Wine, Outdoor UVPM: 2K 12.BREWBOUND​, ​SLO Brew and Liquid Gravity Brewing Join More Than 800 Breweries In “Black is Beautiful” Beer Initiative PILLAR: Wine/Beer MENTIONS: SLO Brew, Liquid Gravity PUBLICITY $: 13.23 UVPM: 58K Central Coast 13.KEYT​, ​San Luis Obispo installing barriers on city streets allowing businesses to expand outdoors PILLAR: Culture, Family, Support Local MENTIONS: Open SLO PUBLICITY $: 30.15 UVPM: 131K 14.THE TRIBUNE, ​2 downtown SLO restaurants are trading places. Here’s who is heading to a new location KSBY PILLAR: Culinary MENTIONS: Ciopinot, La Esquina Taqueria PUBLICITY $: 393.88 UVPM: 856K 15.KSBY​, ​SLO Yoga Center re-opens in new location PILLAR: Outdoor MENTIONS: SLO Yoga Center PUBLICITY $: 33.84 UVPM: 147K 16.NEW TIMES​, ​SLO Rep presents second session of ACT Summer Theatre Camps PILLAR: Culture, Family MENTIONS: SLO Repertory Theatre PUBLICITY $: 3.84 UVPM: 17K 17.KSBY​, ​Local gyms find ways to stay open, despite closure orders PILLAR: Outdoor MENTIONS: SLO Yoga Center PUBLICITY $: 33.84 UVPM: 147K Report to City of SLO – TBID and PCC Public Relations Contract July 2020 18.KSBY​, ​Club Pilates SLO takes fitness classes outdoors during COVID-19 pandemic PILLAR: Outdoor MENTIONS: Club Pilates SLO PUBLICITY $: 33.84 UVPM: 147K Report to City of SLO – TBID Phone Line and Availability Contract July 2020 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 July 2019 July 2020 Calls to 1-877-SLO-TOWN 43 29 32 28 102 132 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 July 2019 July 2020 Email Response 31 28 31 27 61 117 Phone Calls to Hotels 80 76 78 78 234 312 Hotel Referrals Week 1 Week 2 Week 3 Week 4 July 2019 July 2020 Visitors Served (walk-ins) 1,036 912 1,022 1,002 6,481 3,972* Guests Served (via phone and digitally) 648 602 554 561 1,084 2,048 Hotel Rooms Referred 382 309 312 356 1,388 1,359 *The Visitor Center remains open even as some businesses have had to reclose.                               Agency Report · July 2020  SLO-TBID              Agency Report  July Activity  ●Onboarded Noble Studios & DCI   ●Migrated the website & all SLO-TBID digital  assets   ●Created COVID-19 Marketing Plan   ●Started SLO Ready video planning   ●Website & Content  ○Conducted website & SEO content  audit & developed strategy  ○Created assets for SLO Ready  Challenge  ○Published 2 new monthly blogs   ●Social Media  ○Created a social media content calendar & managed social updates  Looking Ahead  ●Annual report planning and development   ●Brand   ○Review creative messaging brief   ○SLO Ready video shoot in destination  ●Public Relations  ○Finalize the PR Most Wanted Media List  ○Finalize the PR Key Messages FY 2020  ●Website & Content  ○Launch support local page  ○Publish 2 new monthly blogs  ●Social Media  ○Review social media strategy  ○Manage social updates  ●Performance Marketing  ○Launch paid search advertising  ○SEO technical projects & Google Analytic fixes & updates     2        SLO TBID COVID-19 Plan Fiscal 2020 -  2021  July 15, 2020  Overview  As the global pandemic continues to labor on - there is a need to detail a response plan that  allows for relaxing and contraction of travel protocols.   Overall objectives:  ●Prioritize the community of SLO and their safety  ●Clearly communicate information that allows travelers to safely plan their visit to SLO  ●Feature SLO attractions and business responsibly and in line with travel restrictions  ●Celebrate the feeling that SLO gives to people   Media Strategy  ●We will follow the approach that Visit SLO CAL takes - this will ensure clear and  consistent communication to potential travelers to the area  Overarching Messaging Direction:  ●SLO is more than just a city - it is a community of people that breathe life into the  experience that locals and travelers have together.  ●We will put people at the center of our messaging focus - flexing between celebrating  individuals and how their attributes contribute to SLO during contraction of travel  restrictions to businesses or attractions and how their attributes contribute to SLO  during relaxing of travel restrictions. Be in lock step with PCC.  ●We will capitalize on the traction the #SLOtogether campaign has made and continue  that message until we transition to #SLOready. If there is a further constriction - we will  discuss the messaging at the time.  ●We will continue to inspire interest to travel to the destination.  ​Reno · San Francisco · Las Vegas · Bristol UK ​3        With that in mind, we will classify the status of the City and our marketing efforts into 3 general  stages: Stay at Home, Informing Travelers, Inviting Travelers. As a note, these phases are broad  strokes - we will discuss as a team any nuances to our approach.   Stage Details    Stages Stay at Home Informing Travelers Inviting Travelers  Situation - City/County/State  Quarantine  - Stay at home order  instituted  - Hotels remain open/limited  capacity   - Businesses open -50%  services  - Not inviting, but not  discouraging travel  - Hotels open +50%  occupancy  - Businesses open +50%  services   - Community ready to  welcome travelers  Messaging/Tone #takeitSLO  We are all staying home and  taking it SLO.  Tone: Inspirational, positive,  calm  #SLOtogether  We are doing our part to stay  safe.   Tone: Inspirational,  informational, positive, calm  #SLOready  We welcome travelers to the  city.   Messaging will move from a  soft welcome to a direct  welcome.   Tone: Inspirational, positive,  enthusiastic  Paid Media - All Paid Media OFF  - Reallocated spend to other  months and/or to other  channels & tactics  - Paid Search - ON - capture  lower funnel traffic  - All other Paid Media - OFF  - Reallocated spend to other  months and/or to other  channels & tactics  - Roll out full funnel paid  media strategy  Email - Update database on  shutdown status  - Continue nurture campaigns  - Welcome message  - Continue nurture campaigns  - Welcome message  - Hotel page abandonment  - Email to database as  needed   - Continue nurture campaigns  - Welcome message  - Hotel page abandonment  - Once monthly featuring  Blog Content  - Promotional emails resume  Social Media Limit social posts to 2-3x’s  per week   - 1 regarding the status of  COVID-19  quarantine/shutdown  - 2 to encourage dreaming  about SLO  - Follow Social Strategy   - Focus content on hiking,  biking, enjoying open space,  etc.   -Avoid inviting travelers  directly  - Ensure dining photos are in  line with current restrictions  - Avoid content specific to  activities that require large  groups including events,  restaurants, wineries, bars,  etc  -#SLOtogether  - Follow Social Strategy   - Include welcoming “open for  business” messaging  #SLOready  ​Reno · San Francisco · Las Vegas · Bristol UK ​3        Website - Keep COVID-19 information  page updated with latest  information  - Homepage reflects  SLOfromhome message  - Ensure events page reflects  status  - Keep COVID-19 information  page updated with latest  information  - Homepage reflects  #SLOtogether message  - Ensure events page reflects  status  - Keep COVID-19 information  page updated with latest  information  - Homepage reflects  #SLOready message  - Ensure events page reflects  status  Content - 1 blog per month  - additional foundational  content pieces to supplement  lack of paid media  - 2 blogs per month, showing  people, human interest,  business preparedness, not  directly encouraging tourism,  #SLOtogether  - additional content pieces to  be discussed to supplement  limited paid media   - 2 blogs per month   -Encouraging tourism,  #SLOready  Organic Search - Own City associated terms  - Focus on foundational  technical fixes  - Own City associated terms  - Focus on foundational  technical fixes  - Own City associated terms  - Focus on “new normal”  terms  PR - Focus on reactive PR  opportunities  - Primary focus on reactive  PR opportunities  - Select proactive pitching to  select media (targeted)  if/when story ideas are a fit  - Proactive PR  Influencers - Influencer partnerships -  OFF  - Influencer partnerships -  OFF  - Influencer partnerships -  Implement strategy    How do we move between stages  As this movement between stages will be a “dimmer switch” - we will be in communication with  the Visit SLO team to align on which stage we are in  ●SLO team will inform Noble/DCI team when marketing committee and/or board approval  is necessary for any updates or changes   Timing expectations:  ●Social Media  ○Increases in restrictions: Changes in real time   ○Reductions in restrictions: Change in posting schedule will happen the week  after stage change   ●Website  ○Updates within 24 hours of stage change  ​Reno · San Francisco · Las Vegas · Bristol UK ​3        ●Paid Media  ○1 - 2 day turnaround for Paid Search  ○3 - 5 day turnaround for full Paid Strategy to be implemented  ■Alignment on plan  ■Approval from marketing committee  ■Deployment  Budget  Budget allocations will be discussed at the first scheduled meeting of each month to realign on  expectations.  ​Reno · San Francisco · Las Vegas · Bristol UK ​3      Tourism Business Improvement District Marketing Committee Meeting Minutes Wednesday, August 5, 2020 at 10:30 a.m. Teleconference via GoToWebinar BOARD MEMBERS PRESENT: Clint Pearce, Bruce Skidmore and LeBren Harris BOARD MEMBERS ABSENT: none STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Burns, Tourism Coordinator Call to order time: 10:30 a.m. BUSINESS ITEMS 1. Marketing Strategy Review Representatives from Noble Studios summarized the current COVID-19 Plan and presented a website audit with recommendations. Committee members discussed shifting the current website homepage items and the three recommendations presented below: Recommendation 1: For the TBID Board to consider and adopt the COVID-19 Plan as presented Recommendation 2: For the TBID Board to consider and adopt the website SEO strategy, KPI model, and timelines as presented Recommendation 3: For the TBID Board to consider and adopt the proposed paid search timeline, channels, and budget as presented ACTION: MOTION BY COMMITTEE MEMBER PEARCE, SECONDED BY COMMITTEE MEMBER SKIDMORE, CARRIED 3-0, to recommend all three recommendations from Noble Studios and as presented for the TBID Board to consider and adopt. Additionally, Client Success Manager of Noble Studios Shyla Lindner and Tourism Manager Cano presented recommendations for approval and usage of the 120 ad hoc hours within the current marketing agency contract for FY 2020-21. ACTION: MOTION BY COMMITTEE MEMBER HARRIS, SECONDED BY COMMITTEE MEMBER PEARCE, CARRIED 3-0, to recommend the TBID Board consider and providing Staff with the approval for Ad Hoc hours for projects estimated up to five hours and to provide the Marketing Committee with approval for Ad Hoc hour usage for projects of five hours or more. 2. SLO Ready Campaign Updates Tourism Manager Cano reviewed the current SLO Ready campaign’s #SLOready Challenge, and recent PCC partnership, and photo shoot updates and efforts. Committee members discussed the video shoot timeline being moved to the week of August 31st, 2020 and sending a call to TBID constituents for fifteen hosted room nights (five rooms for three nights) to accommodate the film crew. Marketing committee members directed staff to calculate a potential dollar amount that will need to be earmarked and approved at the August Board to accommodate any unfulfilled rooms nights. 3. New Business Items a. Committee Discussion b. Future Agenda Items i. Public relations key messages will be reviewed c. Next Regular Meeting Date: Wednesday, September 2, 2020 at 10:30 a.m. Meeting was adjourned at 11:53 a.m. DRAFT Minutes – Promotional Coordinating Committee Meeting of July 8, 2020 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, July 8, 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, July 8, 2020 at 5:32 P.M., by Chair Matteson via teleconference. ROLL CALL Present: Committee Members John Connor, Ryan Heath, Lori Lerian, Stephanie Stackhouse, Samantha Welch, Vice Chair John Thomas (5:34 p.m.), and Chair Dana Matteson Absent: None Staff: Tourism Coordinator Chantal Burns and Deputy City Clerk Megan Wilbanks PUBLIC COMMENT ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS ACTION: UPON MOTION BY VICE CHAIR THOMAS, SECONDED BY COMMITTEE MEMBER STACKHOUSE, CARRIED 7-0-0, to approve the Consent Agenda items 1 thru 8. C.1 Minutes of the Meeting on June 10, 2020 C.2 2019-20 Community Promotions Budget Report C.3 Public Relations Report C.4 Grants-in-Aid Support Report C.5 Visitors Center Report C.6 SLO Happenings Activity Report C.7 TOT Report C.8 2020-21 Community Promotions Budget Report DRAFT Minutes – Promotional Coordinating Committee Meeting of July 8, 2020 Page 2 PRESENTATIONS 1. NEW MEMBER INTRODUCTION New Committee Member, Lori Lerian, was introduced to the Promotional Coordination Committee. Public Comment None --End of Public Comment-- No action was taken on this item. 2. SLO HAPPENINGS PROGRAM YEAR-END REPORT Matchfire representative, Brittany Garcia, presented the 2019-20 year-end report for the SLO Happenings Promotion contracted services for the PCC. Public Comment None --End of Public Comment-- No action was taken on this item. 3. SLO CHAMBER END OF YEAR PRESENTATION SLO Chamber representatives, Jacqui Clark-Charlesworth and Dusty Colyer-Worth, presented the 2019-20 year-end report for the contracted Visitor Services, GIA Support and Public Relations efforts for the PCC. Public Comment None --End of Public Comment-- No action was taken on this item. DRAFT Minutes – Promotional Coordinating Committee Meeting of July 8, 2020 Page 3 BUSINESS ITEMS 1. SUPPORT LOCAL PROGRAM Verdin representative, Ashlee Akers, presented an update on the development of the Support Local economic recovery program including the collaboration with the TBID on the #SLOready campaign. Committee members discussed three additional options to the plan including an added influencer program, a social giveaway program, and outdoor media element through billboards. The committee provided consensus that they are interested in the influencer and giveaway programs, but that they are not interested in billboard space at this time. However, the committee would like to explore alternative creative ideas for the future. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER WELCH, SECONDED BY COMMITTEE MEMBER HEATH CARRIED 7-0-0, to approve the plan as presented for the Support Local economic recovery program including collaboration with the TBID on the #SLOready campaign. ACTION: UPON MOTION BY COMMITTEE VICE CHAIR THOMAS, SECONDED BY COMMITTEE MEMBER LERIAN CARRIED 7-0-0, to approve the additional influencer program as presented and to pull funds from the recovery line item budget with the option to reevaluate the program for additional funding if needed. ACTION: UPON MOTION BY COMMITTEE MEMBER WELCH, SECONDED BY VICE CHAIR THOMAS CARRIED 7-0-0, to approve the additional giveaway program as presented. 2. 2020-21 CULTURAL GIA MODIFIED PROGRAM The taskforce presented the proposed modified program plan and grant application for the 2020-21 Cultural GIA program for the committee’s review and approval. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY VICE CHAIR THOMAS, SECONDED BY COMMITTEE MEMBER WELCH, CARRIED 7-0-0, to approve the modified program plan and grant authority to the taskforce to move forward with the application as presented and as needed. 3. 2020-21 CONTRACT SERVICES SCOPES OF WORK DRAFT Minutes – Promotional Coordinating Committee Meeting of July 8, 2020 Page 4 The committee reviewed and discussed the scope of work for the San Luis Obispo Chamber of Commerce’s Visitor Center and Public Relations contracts. Committee members did not have any edits or additions to the proposals provided for committee review. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER CONNOR, SECONDED BY COMMITTEE MEMBER STACKHOUSE, CARRIED 7-0-0, to move forward with the 2020-21 Scopes of Work for the San Luis Obispo Chamber of Commerce’s Visitor Center and Public Relations contracts as presented. 4. 2020-21 PCC PROGRAM PLANNING The committee discussed the scheduling of a virtual Special Meeting for the purpose of annual program planning and priority setting. Public Comment None --End of Public Comment-- By consensus, committee members agreed to schedule a virtual Special Meeting to plan the annual program and set priorities for the new fiscal year. PCC LIAISON REPORTS AND COMMUNICATION 1. COMMITTEE OUTREACH UPDATE 2. TBID BOARD REPORT At the July 8th meeting, the TBID Board received 2019-20 end of year presentations from AMF and Matchfire as well as other contractors. TBID is working on an Equity, Diversity & Inclusion Task Force to align with City Council’s taskforce and Visit SLO CAL’s effort. The Rainy Day promotion opened on June 29th and will run through the end of the calendar year. The TBID received a presentation from Noble Studios and will be moving forward with their portion of the #SLOready campaign in collaboration with the PCC’s efforts. 3. TOURISM PROGRAM UPDATE The PCC and TBID’s 2020-21 budgets along with the #SLOready campaign were presented and approved by City Council at the July 7, 2020 meeting. DRAFT Minutes – Promotional Coordinating Committee Meeting of July 8, 2020 Page 5 SLO County Health Officer expects that SLO County will end up on the Governor’s Watchlist for communities impacted by COVID-19. 30 banner arms and flags are going to be installed downtown this week. Next steps will include the PCC reviewing two additional banner designs slated through CIP for this fiscal year. Cal Poly Virtual SLO Days – Representatives normally speak to nearly 300 college students and parents, but with COVID-19, we have shifted to a virtual setting. Safe, Ready, Open Program has been approved and will move forward with supporting TBID constituents. PPE was delivered to all hotels (through our membership with CHLA) just in time for the Fourth of July Holiday. ADJOURNMENT The meeting was adjourned at 7:57 p.m. The next Regular Promotinal Coordinating Committee meeting is scheduled for Wednesday, August 12, 2020, 2018 at 5:30 p.m., via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020 SLO TBID ANNUAL REPORT 2018–2019 2 SLO TBID Annual Report 2018-19 A Letter from the Chair A LETTER FROM THE CHAIR Another productive year for the SLO TBID. We are pleased to see continuing growth in TOT collections in the 2018‐19 fiscal year being up 7.3% YOY to just over $8m. This year’s growth exceeded initial City projections of 5% growth resulting in an additional $169k into the City’s General Fund. Occupancy was relatively flat (.07% growth), at just slightly under 71% for the year, pointing to an increase in average rate (up 4% to $153.57), and RevPAR (up 4.1% to $109.77), to substantiate the increase in collections. We also had some transition this year as Clint Pearce with Madonna Enterprises ended his term. Through his time on the Board, he provided great leadership and we appreciate his contributions over the years. We are also pleased to share Pragna Patel‐Muller renewed her position and will continue providing invaluable contributions for another term and we welcomed new Board Member, Kristin Battaglia. This year we were fortunate by avoiding any major situations that would impact occupancy or demand in San Luis Obispo as we once again are seeing regular and uninterrupted travel on Highway 1; a key corridor for travelers to our city. One of our new hotel partners, La Quinta Inn & Suites San Luis Obispo, celebrated their grand opening this past May and look to be enjoying brisk business levels already. In the coming year, we continue to look forward to welcoming the opening of Hotel SLO and Hotel Cerro, with both expecting to open before the end of calendar 2019. As we add new inventory, and some of our competing cities to the north and south do the same, it will be most important that we continue working with all our key partners to drive awareness and demand for hotels in the city. We continue to see great success with our “Money for a Rainy Day” program, and the new focus “Be Here” campaign has really taken shape and certainly contributes to the success we had in maintaining our city occupancy levels and allowed us to grow rate as well at the same time. We added another promotion this past year between Thanksgiving and Christmas called “Our Gift To You” that had good results and brought in some new visitors as well. There is even more to come next year as we continue to create new and inspiring promotions at other times of the year to help spread out and create new demand for our destination. Our key partnerships with Cal Poly Athletics, Cal Poly’s Office of Student Affairs (NTSP Program, Parent Program and the newly developed SLO Discovery Weekend), SLO Coast Wine Collective, and an increased level of partnership with MINDBODY continue to show our organization’s focus on community outreach and partnership involvement. As we will continue to mention, none of this could not be done without the commitment and dedication of city staff to help provide consistency and support in the board’s efforts to further position SLO as the number one destination on the Central Coast. Sincerely, Bruce Skidmore Embassy Suites by Hilton San Luis Obispo SLO TBID Board Chair 3 SLO TBID Annual Report 2018-19 Table of Contents TABLE OF CONTENTS Background on TBID . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 Background ....................................................4 Advisory Body .................................................4 2018–19 Advisory Board ........................................4 Advisory Body Bylaws .........................................5 2018-19 Year By the Numbers (TOT) . . . . . . . . . . . . . . . . . . .6 Strategic Plan Implementation Year & Program Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 TBID Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Snapshot of the Progress ......................................8 Branding & Campaign .........................................9 Website .......................................................10 Media ..........................................................11 Email Marketing ...............................................13 Social .........................................................14 Public Relations ...............................................17 Travel & Tradeshows. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Special Promotions ...........................................19 Guest Services ................................................20 Strategic Partnerships ........................................21 Event Promotion ..............................................23 Industry Relations. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Research ......................................................25 2018–19 Financial Statement . . . . . . . . . . . . . . . . . . . . . . . .27 Income ........................................................27 Expenditures ..................................................28 Looking Ahead to 2019–20 . . . . . . . . . . . . . . . . . . . . . . . . . .29 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 TOT Chart 2018–19 .............................................31 TOT Month-to-Month 2018–19 .................................31 OCC Month-to-Month 2018–19 ................................32 ADR Month-to-Month 2018–19 ................................32 RevPar Month-to-Month 2018–19 .............................33 Visitor Personas ...............................................34 4 SLO TBID Annual Report 2018-19 Background on TBID BACKGROUND ON TBID 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 second term for a maximum of eight years. 2018-19 ADVISORY BOARD NAME PROPERTY TERM Dean Hutton Apple Farm 3/31/21 Bruce Skidmore (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 Kristin Battaglia*The Kinney SLO 3/31/23 Nipool Patel Lamplighter Inn & Suites 3/31/20 Clint Pearce**Madonna Inn 3/31/19 Matthew Wilkins (Past Chair)Sands Inn & Suites 3/31/20 *Kristin Battaglia was appointed on May 21, 2019 to fill the vacant seat on the TBID Board. **Clint Pearce completed his second consecutive term on March 31, 2019 and was not eligible for reappointment. 5 SLO TBID Annual Report 2018-19 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 2018‐19, the Board met a total of 15 times for scheduled Monthly Board Meetings and Special Board Meetings. They held nine regularly scheduled Monthly Board Meetings, two Special Board Meetings rescheduled due to lack of quorum, one rescheduled Special Board Meeting due to staff’s TBID related travel, and three Special Board Meetings related to TBID 5‐year Strategic Plan development. Additionally, the board utilized the two standing committees (comprised of Board Members) ‐ the Management Committee and the Marketing Committee, to execute detailed work and form thoroughly considered recommendations to the Board. In 2018‐19, the Marketing Committee members also served on the joint Event Promotion Committee with members of the Promotional Coordinating Committee to consider event sponsorship commitments. Background on TBID 6 SLO TBID Annual Report 2018-19 MEASUREMENT FY 2018-19 RESULT % CHANGE FROM FY 2017-18 TOT $8,043,692 7.3 % Occupancy 70.79 %0.07 % ADR $153.57 4.0 % RevPAR $ 109.77 4.1 % 2017-18 Year by the Numbers 2018-19 YEAR BY THE NUMBERS The 2018‐19 fiscal year produced relative growth in the tourism industry in San Luis Obispo. The City collected over $8 million dollars (+7.3%) in transient occupancy tax (TOT) continuing the year‐over‐year trend of producing the largest collection ever recorded for the City of San Luis Obispo and breaking the eight‐million‐dollar mark. Additionally, the collections exceeded the City’s forecasted growth (+5%) which in turn contributed nearly $169,000 more dollars directly into the City’s General Fund. Although the TOT collection was strong for the City in 2018‐19, this year the occupancy rate in the City remained flat (+0.07%) resulting in an average annual occupancy rate slightly under 71% for the year. The months showing the most significant growth in occupancy were August (+6.7%) and April (+5.3). The most negatively impacted occupancy months were May and June both resulting in a decrease in occupancy of 5% compared to the same month the prior year. However, the Average Daily Rate (ADR) was up 4% to $153.57 which nearly doubled the growth from the prior year. Every month within 2018‐19 out rated the same month in the prior year. Additionally, the RevPAR, defined as Revenue Per Available Room, grew by 4.1% to $109.77. This means that although the occupancy was flat, the lodging businesses received higher profits based on rate increases with less day‐to‐day impact on the properties. As another measurement of success, the downtown Visitor Center served nearly 85,000 in‐person guests. San Luis Obispo lodging properties achieved thirty‐one impacted or near sellout weekends in 2018‐19, which is up by six weekends over the past two years. 2018-19 YEAR BY THE NUMBERS *see appendix for complete graphs 7 SLO TBID Annual Report 2018-19 Strategic Plan Implementation Year & Program Approach STRATEGIC PLAN IMPLEMENTATION In 2018‐19 the TBID implemented the final year of the initial five‐year Tourism Strategic Clarity Plan. This document has served as the framework for the direction and decisions made by the TBID Board for the tourism program this fiscal year as well as the prior years since its adoption in 2014. As defined within the plan, the TBID focused on fulfillment of five Strategic Imperatives: • Deliver Smart Growth • Develop the SLO Brand • Build Meaningful Partnerships • Contribute to an Unforgettable SLO Experience • Ensure Organizational Excellence Mission The SLO TBID builds awareness to grow tourism, serving as the voice of San Luis Obispo. Values Integrity | Accountability | Adaptability | Collaboration | Determination | Innovation Unique Role of Value The SLO TBID provides the City of SLO with comprehensive tourism brand management through strategic partnerships and a robust marketing and promotional budget. Vision In SLO TBID manages the brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Vision Out San Luis Obispo is an unforgettable place where visitors engage in a unique lifestyle they aspire to, become emotionally attached, and return for renewal. Brand Intention Heart Side: Happy | Pride of Place | Inspiring | Relaxed | Rejuvenating Head Side: Experiential | Beautiful | Artisinal | Healthy | Authentic Strategic Imperatives Deliver Smart Growth | Develop the SLO Brand | Build Meaningful Partnerships | Contribute to an Unforgettable SLO Experience | Ensure Organizational Excellence Unique Value Proposition San Luis Obispo is an authentic and inviting California community where you can play, taste, explore, relax, and recharge. Strategic Clarity The elements of our Strategic Clarity are the SLO TBID’s “North Star” for the upcoming five fiscal years, setting the level of expectation and the tone and tenor of everything we plan. As we move into defining specific initiatives, our Strategic Clarity will serve as a touchstone. Vision In What kind of organizational culture are we committed to being? Vision Out What is the ideal future state we will strive to create? What are we committed to making happen?Mission What is most important to us as we strive to realize our vision? What is the focus of our work?Values What are the fundamental beliefs that shape how we work together to serve our mission? Unique Role of Value What unique and valuable role do we play amongst our peer organizations? HOW do we provide value? Strategic Imperatives What must be accomplished during the planning horizon? Unique Value Proposition What unique and sustainable value does the destination of San Luis Obispo deliver? WHY San Luis Obispo? Brand Intention WHAT is the experience we want our destination to be known for? Mission Values Unique Role of Value Vision In Vision Out Brand Intention Strategic Imperatives Unique Value Proposition Vision In Vision Out Mission Values Unique Role of Value Strategic Imperatives Unique Value Proposition Brand Intention STRATEGIC PLAN INVESTMENT This year the TBID Board made two significant investments to expand the impact of the and longevity of their initial strategic plan. Those decisions include the successful acquisition of the tourism URL VisitSLO.com and the development of their next strategic plan document. The 2019‐24 TBID Strategic Plan development was 8 SLO TBID Annual Report 2018-19 TBID CONSTITUENT RELATIONS As an important commitment to the imperative to “Ensure Organizational Excellence” the TBID Board expanded their constituent relations efforts in 2018‐19. New this year, after a successful pilot program the TBID Board issued a quarterly constituent newsletter that provided all interested constituents with information including updates on Board activities, opportunities for seasonal promotions, and items impacting their industry. The three newsletters distributed resulted in an open rate of 46%. Additionally, in 2018‐19 the SLO TBID welcomed new hotel properties in San Luis Obispo. As a means to connect to the new lodging properties, the Board invited representatives to present at a monthly Board meeting in order to meet their colleagues and learn about eachother. This practice will continue into 2019‐20 as additional new lodging properties join the SLO TBID. As an ongoing effort, in order 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 his/her 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 seventh year the TBID leveraged the outreach support of SLO Chamber’s contracted services to perform weekly lodging call arounds and quarterly hotel visits. This resulted in 3,438 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. Background on TBID an important step to address the TBID’s imperative to “Ensure Organizational Excellence” as it will give longer range goals for the Board, create consistency in the program direction as leadership changes, and provide a framework for new opportunities. The acquisition of VisitSLO.com marks a milestone for destination promotion in the city of San Luis Obispo. In 2018‐19, the SLO TBID Board reached a compromise with the San Luis Obispo Chamber of Commerce leadership regarding the terms of a partnership that would create an online centralized location for San Luis Obispo visitor information, further the missions both organizations, and ultimately reduce duplication between the SLO Chamber and the TBID. The compromise included the transfer of ownership of the authoritative URL, VisitSLO.com from the SLO Chamber to the City’s TBID and would replace the TBID’s current URL, SanLuisObispoVacations.com, as the official visitor serving website for San Luis Obispo moving toward the goal to “develop the SLO brand” and overcome the SLO brand log jam. 9 SLO TBID Annual Report 2018-19 TBID Activities TBID MARKETING ACTIVITIES SNAPSHOT OF THE PROGRESS In 2018‐19 the TBID Board focused on the following key marketing activities: • Refresh of “Be Here” campaign which include new 2018‐19 Campaign Production • Produced 6 Video Ads • Produced Radio Ad Series • Produced New “Be Here” Creatives for Print and Digital • Successful Seasonal Promotions: Our Gift to You & Money for a Rainy Day • Support of Partnerships & Events • Support of Influencer Marketing with SLO Chamber • Continuing with the second year of our two‐year Marketing Plan 2018‐2020 In order to implement the complex marketing programs, the TBID Board and staff work closely with the team of contractors including AMF Media Group and Matchfire 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 2018-19 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 After a successful campaign launch in 2017‐18, the TBID marketing campaign titled “Be Here” was refreshed, enhanced and expanded in 2018‐19. 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 reach the targeted audience. This included: six new videos each depicting a persona and popular trip theme as inspiration; a radio campaign geared to a very prominent listener base; and refreshed creative ads were continuously rolled out for the print placements and digital campaigns. 11 SLO TBID Annual Report 2018-19 WEBSITE www .SanLuisObispoVacations .com The City’s official tourism website, SanLuisObispoVacations.com, 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 45% of site sessions‐ this is up from 33% in 2017‐18. The work is done monthly to optimize pages with top keywords, meta tags and meta descriptions, and ShareSLO blog posts and social content created based on forecasted keyword and search trends. As a result, webpages now rank in the top position on Google for San Luis Obispo searches including Bubblegum Alley, SLO Getaway, SLO Happy Hours and Shopping. Additionally, in partnership with the Promotional Coordinating Committee (PCC), the TBID developed a new calendar of events feature on the website. This calendar of events called “SLO Happenings” showcases all the events in the city. The SLO Happenings calendar is managed by the TBID, but members of the community can submit events to be listed. As part of the integrated approach for the SLO Happenings program, the TBID and PCC also promote the calendar through monthly TBID event newsletters and on social media through the weekly Ticket Tuesday program. Since its launch in August 2018, the SLO Happenings calendar had 23,758 pageviews. TBID Activities Key 2018–19 Website Results: • 221,062 site sessions • 412,436 page views • 187,577 users • 14,000 referrals to constituent websites Highlights of Website Activities: • Added 10 new pages and updated over 34 pages • Launched redesigned “SLO Happenings” event calendar • Revamped homepage • Continued weekly events management • Email database transfer • Updated email sign‐up forms across the site • Initiated the VisitSLO.com URL transition and website redesign *see appendix for complete graphs 12 SLO TBID Annual Report 2018-19 PAID MEDIA In 2018‐19, the TBID took a refined approach to paid media based on the insights garnered from the comprehensive market research study and report in 2018. The goal was to use the findings to better target audiences with relevant content and reengage existing audiences to create repeat visitors. In addition to the psychographic targeting based on visitor interests aligned with the visitor personas, the media strategy targeted the geographic markets of the Bay area (Marin, Santa Clara, San Francisco, San Mateo), Los Angeles area and Seattle. Paid media was heavily dedicated toward programmatic display, video (including connected TV), social, email targeting and SEM. The 2018-19 paid media strategy: • Targeted advertising geographically, demographically, and psychographically • Focused on a digital campaign which included programmatic, behavioral, email, and geo‐ proximity targeting & SEM • Introduced connected TV & broadcast advertising • Invested in a new travel site partner, Expedia • Maintained budget for co‐ops through Visit SLO CAL in order to expand reach and maximize investments TBID Activities *see appendix for persona descriptions 13 SLO TBID Annual Report 2018-19 Paid Social Media In 2018‐19 the TBID continued to invest in paid social media as a means of advertising, however tactics were changed from that of prior years with reallocating the investment from Facebook only into Instagram and Pinterest too. This resulted in a significant decrease in Facebook results but added new results from the two new paid channels, Instagram and Pinterest. Instagram saw a 187% increase in impressions allowing the TBID to reach an ever‐ growing audience as Facebook grows older and Instagram grows more popular. And Pinterest tactics also expanded the reach to the growing popularity of pinning for trips and itineraries and travel inspirations. • Total Social Impressions: 7,387502 Broadcast Advertising Based on the insights from the market research, in 2018‐19 the TBID invested in a broadcast advertising campaign via radio. The targeted radio campaign ran in the Bay Area on the very popular KCBS radio station and a micro‐site that the radio station had set up for the campaign tracked site visits after the commercial aired. Results: • 317 Site Visits within 8‐minutes of those commercials airing • 5,306 Total Site Visitors - 80% of Site Visitors were new to the site TBID Activities CUMULATIVE DIGITAL ADVERTISING MEASUREMENTS Total Number of Digital Ad Impressions 12,747,280 Total Number of Clicks 569,612 • Programmatic Display • Conversion Zone Targeting • SEM • Gmail Promotional Tab Targeting • Facebook • Instagram • Pinterest • Programmatic Video ‐ YouTube • Programmatic Connected TV • Visit California E‐Newsletter • Expedia All print and digital advertising is directed toward the website or the toll-free phone number for more information on San Luis Obispo. Digital Media 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. In 2017-18, the advertising program for the TBID was focused on the mix of digital display that hit key websites to target the right customer, email targeting, and the use of video pre-roll and streaming music services like Pandora. 14 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19 TBID Activities Search Engine Marketing ‐ SEM Search Engine Marketing with Google Ad Words is one portion of the TBID’s “always‐on” adverting tactics. From July 2018‐June 2019, SEM delivered 240,000 impressions and 10,200 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, Ventura and Mountain View. Print Advertising Limited print advertising placements were continued in the TBID’s media mix the 2018‐19 fiscal year. Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration and build brand awareness for the destination. For the most part, the TBID placed print ads in cooperative advertising campaigns and with publications of regional partners like Visit SLO CAL, Cal Poly and Central Coast Tourism Council (CCTC). This year the refreshed creative featured the “Be Here” message and showcased some of the accolades San Luis Obispo continues to round up from major publications. Print Advertising Placements included: • Visit SLO CAL Visitors Guide • SLO Chamber Visitor Guide • Cal Poly’s GoSLO Magazine • CCTC Map Expedia Based on the market research performed by the TBID, Online Travel Agencies continue to top the list of ways visitors book lodging in San Luis Obispo (36%) and second to direct property reservations at 39% of bookings. Based on this data the TBID pilot tested a partnership with Expedia in 2018‐19. The Expedia partnership provided San Luis Obispo with a sponsorship page while the campaign ran that provided information to better inform potential visitors about the destination offerings as well as lodging options. The Expedia campaign ran from November 2018 – February 2019. Results: • Impressions: 1,800,000 • Clicks: 1,100 • Hotel Bookings: $1.8M = 11.6% YOY increase • Room Nights: 10,700 = 9.8% YOY increase • ROAS: 51:5 15 SLO TBID Annual Report 2018-19 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, encourage repeat visitation and an extended length of stay. The newsletter promotes upcoming events and special promotions as well as compliments our seasonal advertising campaigns and public relations outreach. This year the TBID continued the 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 1,280 new subscribers in 2018‐19. The TBID continued the Welcome Series to acknowledge new subscribers which achieved a 64% open rate (compared to industry average of 20%). And they continued the Hotel Page Abandonment series which sent visitors a personalized email if they left hotel pages without taking action. This series achieved a 58% open rate including replied response seeking additional support or commenting on their trip to the area after receiving the personalized email. Highlights: • 12 SLO Happenings event emails • 4 SLO Vacations’ consumer newsletters • 2 ongoing, automated emails based on user behavior • 4 Seasonal Promotion emails ‐ Our Gift to You promotion & Money for a Rainy Day promotion • 5 promotional email for sponsored offers with strategic & event partners NEWSLETTER ACTIVITY MEASUREMENTS Total Number of Newsletters Sent 25 Database Size 31,807 2018-19 EMAIL MARKETING 16 SLO TBID Annual Report 2018-19 TBID Activities SOCIAL MEDIA ‐ #SHARESLO This year, the TBID continued to captivate ShareSLO fans and grow the social media footprint through great, engaging content. ShareSLO leveraged user‐generated content, along with adding TBID created content like the six new videos. With an emphasis on engaging site content, the TBID drove social traffic to SanLuisObispoVacations.com by linking to relevant content whenever possible, especially through the blog. ShareSLO continues to maintain a network of engaged social fans on Facebook, Twitter and Instagram. The total social media engagements across all platforms was 177,252 – with Instagram outperforming other channels by eight times the results. The ShareSLO blog, featured on SanLuisObispoVacations.com, continues to perform exceptionally well as a source to drive traffic deeper into the website. 17 SLO TBID Annual Report 2018-19 2018-19 Social Activities Included: • ShareSLO Blogs: 34 ShareSLO blogs published • Campaigns: Be Here, Wellness, Bucket List, Things to Do • Cross‐promotionon Cal Poly social channels • Launched new Pinterest profile • VisitCA Twitter Chat participation • Initiation of live streaming local events on social channels • Collaboration with SLO Chamber on influencer initiatives TBID Activities SHARESLO PROGRAM MEASUREMENTS Total Number of Blog Posts 34 Total Number of Fans 122,403 Total Hashtag Uses (Instagram & Twitter only) 38,154 Total Video Views (YouTube)47,158 Total Social Engagements 177,252 Total Social Impressions 9,663,112 Ticket Tuesday As part of the SLO Happenings campaign with the PCC, the TBID rolled out a series on Instagram called Ticket Tuesdays. Each Tuesday throughout the year, the ShareSLO Instagram page would offer a sweepstakes for fans to enter to win tickets to various happenings in the city. This on‐going weekly campaign reached over 208,000 people. 18 SLO TBID Annual Report 2018-19 Paid Social Media Measurements TBID Activities Paid Media Results 2017-2018 2018-2019 % CHANGE FACEBOOK Impressions 6,490,594 2,386,982 -63% Clicks 197,651 4,816 -97% CTR 3.05% 0.20% -93% Total Reach 6,490,594 615,690 -90% Frequency 4.04 3.57 -11.63 INSTAGRAM Impressions 921,548 2,647,781 +187% Clicks 3,663 2,106 -42% CTR 0.40% .08% -80% Total Reach 524,236 715,764 +37% PINTEREST Impressions -2,352,739 - Clicks -9,349 - Avg. CTR -0.40% - Engagements -373,045 - CTR -175 - *A strategic reallocation of funds out of Facebook and into other marketing channels is displayed in the downward YOY percentages 19 SLO TBID Annual Report 2018-19 PUBLIC RELATIONS In 2018‐19, 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 2018‐19 contract elements with the SLO Chamber for Public Relations 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. This focused PR effort proved to be successful for San Luis Obispo. During the 2018‐19 fiscal year, the PR activities generated at least 271 total mentions or media placements that highlighted San Luis Obispo in international, national, regional and even local publications. Top media coverage included: VOGUE, Fodor’s, Matador Network, Outside, and Sunset. Additionally, coordinated media visits or press trips were secured to promote the destination with the goal of earning valuable editorial coverage. In fiscal year 2018‐19, 45 media outlets, both domestic and international were hosted in San Luis Obispo. Best of Lists • Top Three Destinations for Solo Female Travel • 10 Stunning Train Trips for an Unforgettable Vacation in Motion • If You Road Trip This Summer Make It This One • 20 Best Weekend Getaways from Every USA Region • 9 Travel Destinations That Will Be Huge in 2019 • 16 Destinations You Should Visit Before They Become Tourist Traps • 10 Best Places to Stop Along Highway 101 • 2019 Best Affordable US Honeymoon Spots revealed • Top 8 Farmers’ Markets to Visit Across America • The 7 Best Wine Destinations in the World • From The Mountains To The Coast, These Are 7 Of California’s Most Scenic Towns To Visit TBID Activities PUBLIC RELATIONS MEASUREMENTS Number of Mentions 271 Potential Reach 1,126,325,071 20 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19 Influencer Relations In 2018‐19, the TBID created an Influencer Strategy & Program aimed at utilizing social media influencers to build awareness and reach of San Luis Obispo. While this tactic was originally approached this fiscal year as a paid media tactic, through research, testing and thorough review it was determined that a media pitching approach (like PR) would be a more cost‐effective way to garner these relationships. In 2018‐19 the TBID welcomed seven social media influencers in San Luis Obispo. A selection of those hosted are: • Jackie Aanonsen McEwan @glutenfree.followme // 117k followers // culinary & wellness • Jacki Carr @jackicarr // 16.2k followers // wellness & outdoors (MINDBODY) • Melanie Phillips @headstandsandheels // 21.4k followers // wellness (MINDBODY) • Corey Marshall @missfoodieproblems // 79.5k followers // culinary • Kate Retherford @allthingskate // 44.4k followers // fly‐market 21 SLO TBID Annual Report 2018-19 TRAVEL & TRADESHOWS Consumer Travel Shows The TBID continues to maximize the consumer travel show strategy. Consumer shows provide the TBID an opportunity to take San Luis Obispo on the road to key markets. In 2018-19 four consumer tradeshows were attended – two as San Luis Obispo initially and two in cooperation with other regional partners. The two individual shows were the Los Angeles Travel & Adventure Show and the Bay Area Travel & Adventure Show, and the two cooperative shows were Los Angeles Magazine Food Event in partnership with SLO Wine Association and Taste Washington with Visit SLO CAL. At these shows, the booth featured key information on San Luis Obispo including lodging information, maps and upcoming event. Shows were selected based on their anticipated attendance, quality of attendees, and target drive and fly market location. Booth visitors were presented with the opportunity to enter to win a SLO Getaways sweepstakes. TBID Activities CONSUMER TRADE SHOW MEASUREMENTS Number of Shows Attended 4 Newsletter Registrations Collected 3,528 Industry Tradeshows For the third consecutive year, the TBID participated in the industry tradeshow IPW. 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. In 2018‐19 the tradeshow took place in Anaheim California, which provided new opportunities for participation and sponsorship. During the three day show booked with intensive prescheduled business appointments, the TBID met with over 5,055 representatives interested in booking travel to San Luis Obispo. In addition to the success on the tradeshow floor, the TBID also made the sponsorship investment with Visit SLO CAL to exhibit in the new California Plaza area added to the show for 2019. As part of the sponsorship investment and since the show was in California, the TBID was also able to host 30 international media and trade participants in the post tradeshow familiarization tour which among other destinations in the county featured San Luis Obispo, including Thursday Night Farmers Market, a walking tour of downtown and a wine tasting experience in the Edna Valley. 22 SLO TBID Annual Report 2018-19 SEASONAL PROMOTIONS Our Gift to You In 2018‐19, the TBID added a new seasonal promotion to their offerings. This promotion ran from post‐ Thanksgiving to Christmas and was called “Our Gift to You”. It offered $100 to new guests that booked two or more consecutive nights in a SLO hotel. This promotion was a pilot for a new seasonal promotion. It garnered 166 room nights booked between November 26 – December 21. Of the 57 qualified entries, 9% were first time visitors to San Luis Obispo. Money for a Rainy Day In light of the previous three years of success, the TBID Board offered the “Money for a Rainy Day” special promotion again. In 2018‐19, it was intended to drive overnight stays in the City of San Luis Obispo during the 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 a $100 cash to spend how they choose. As a result, the promotion garnered 1,182 qualified room nights during January through March. The campaign provided a 3:1 return on investment generating over $160,000 in lodging revenue during the promotion period. TBID Activities 23 SLO TBID Annual Report 2018-19 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 2018‐19 this included: • Provide dedicated customer service for San Luis Obispo City hotels at the Downtown Visitor Center. • Provide a 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‐SLOTOWN 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 and promote TBID properties. During fiscal year 2018‐19 over 1,000 calls were answered on the 1‐877‐SLO‐TOWN line, an increase of 11% over the prior year. Much of this is attributed to the seasonal promotions and the new connections made with Cal Poly Parents & Supporters. 24 SLO TBID Annual Report 2018-19 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 partnership achievements include: Cal Poly Athletics • TBID maintains the exclusive hotel industry sponsor to advertise with Cal Poly Athletics • TBID hosted nearly 650 room nights for visiting teams, recruits, and coaches • ShareSLO throws 3 first pitches at Cal Poly Baseball • CP Athletics Facebook page posts • Banner ad in ongoing Athletics newsletters • Cal Poly Alumni E-blast & Alumni Getaway Giveaway • Radio spots for basketball • Homecoming game ticket giveaway • New rotating graphics submitted for LED banner at Mott Gym • Soccer Visiting Teams Guide • ShareSLO Track & Field Meet • Program ad • :15 scoreboard video using new footage SLO Wine • Deployed e-newsletters to over 12,000 subscribers that included TBID content, logo, and links • Hosted travel, lifestyle, wine writers in San Luis Obispo for various media visits resulting in media coverage in: Wine Enthusiast, SF Gate & SF Chronicle, USA Today, LA Time, 805 Living, Chicago Tribune • The “Stay” page on SLOwine.com garnered over 30,000 views • Partnered to host an integrated marketing experience at LA Magazine’s The Food Event in October 2017 TBID Activities 25 SLO TBID Annual Report 2018-19 STRATEGIC PARTNERSHIPS (CONT .) Cal Poly Office of Student Affairs: Parent Program & New Student and Transition Program Cal Poly New Student & Transition Programs (NSTP) sees over 50,000 guests of students and their families between Open House, Student Life Orientation Days, and Week of Welcome annually. Through this partnership in 2018-19, the TBID partnered with NSTP to engage and connect with our new students and their families from the college acceptance time to orientation. In addition to website presence and logo inclusion, the TBID activations include representation at the following events: • Open House • SLO Days • Week of Welcome/Move-in Weekend Cal Poly Parent Program strategic partnership continued the series of events called SLO Discovery Weekends that provide intimate weekend gatherings in SLO for small groups of parents and families. In 2018‐19 two SLO Discovery Weekend sessions were held. MINDBODY In 2018‐19 the TBID expanded the partnership with MINDBODY aimed to support the shared goal of positioning SLO as the “Home of MINDBODY” and a top wellness destination. This partnership included the TBID’s participation in MINDBODY’s annual client conference, BOLD where the TBID connected with over 2,000 domestic and international clients. Additionally, MINDBODY and the TBID cohost two key wellness influencers from destinations like Denver and New York. TBID Activities 26 SLO TBID Annual Report 2018-19 EVENT PROMOTION In 2018‐2019, the TBID sponsored, promoted, and was represented at more than a dozen local events of different shapes and sizes. 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. These guidelines allowed the TBID to reach visitors before, during, and after an event takes place, which in turn arms the TBID with the tools we need to leverage events to put heads in beds. In 2018‐19, the TBID continued their approach to supporting a few of the sponsored events through agency support in campaign development, creative and media buys. Instead of simply funding out of area marketing, the TBID dedicated their sponsorship dollars along with the marketing agency time to help create and manage the out of area promotional campaigns. This strategy was successful for the TBID and the events. TBID Sponsored Events: • SLO Craft Beer Fest • SLO Wine Roll Out the Barrels • SLO Half Marathon • Festival Mozaic’s Winter Mezzo • SLO Film Fest • Sustainable Ag Expo • Mission College Prep Winter Classic • Live Oak Music Festival • Boots & Brews Country Music Festival • Veg Fest TBID Activities EVENT SPONSORSHIP MEASUREMENTS Number of Events Sponsored 10 Estimated Total Number of Event Attendees Reached through Sponsorship 20,000 Total Sponsorship Investment $ 134,500 27 SLO TBID Annual Report 2018-19 INDUSTRY RELATIONS California Hotel & Lodging Association (CHLA) A new industry partnership for the TBID in 2018‐19 is with the California Hotel & Lodging Association (CHLA). 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 2018‐19, CHLA provided an educational workshop for all TBID members regarding key legislative actions and business requirements that will impact the industry. Visit California The Visit California partnership has been critical in the growth of our 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 the 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. 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 President and Regional Board Member. In 2018-19, the TBID leveraged the CCTC activities through media and trade leads, blog and social presence, and international outreach. Visit SLO CAL The TBID maintains participation with Visit SLO CAL by having two representatives 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 focuses to achieve. The TBID’s participation in Visit SLO CAL also encompasses group sales, film commission, county-wide public relations, and county-wide special events like Restaurant Month and Wine Month. In 2019–20, the TBID partnered with Visit SLO CAL on many initiatives including: participation in IPW & California Plaza activation, Taste Washington, co‐operative software solutions like Crowdriff, and Brand USA destination page investment. TBID Activities 28 SLO TBID Annual Report 2018-19 2018-19 FINANCIAL STATEMENT 2017-18 Financial Statement INCOME SOURCE 2018–19 TOT Revenue Assumption (Adjusted Mid Year)$7,875,000 TBID Assessment (20% of TOT Revenue)$ 1,575,000 2017–18 Carryover $ 230,000 TBID Fund Reserve $100,000 2018-19 TBID Program Budget $1,891,600 INCOME 29 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19 EXPENDITURE ALLOCATED Operations/Staffing Administration Overhead (2% of TBID Assessment)$ 31,500 Staffing (1 FTE & .75 FTE)$200,000 Contracts & Marketing Projects AMF/Matchfire - Marketing Contract $850,000 Chamber of Commerce - Public Relations $51,000 Chamber of Commerce - Guest Services $45,000 Chamber of Commerce - Media Monitor $8,400 CCTC Black Diamond Co-op $2,650 FAM Trip Hosting (Media & Influencers)$6,000 AMF/Matchfire - Website Design $35,000 Chamber of Commerce- URL Aquisition $48,500 Partnerships Cal Poly Athletics $96,500 SLO Wine $18,000 SLO Wine Media Hosting $3,000 Cal Poly Student Affairs $20,000 CCTC East Coast Initiative $5,000 Events Promotion General Events Promotion $134,000 Event Activation $4,000 Tradeshows Tradeshows & Travel Shows $45,000 Tourism Conferences $8,000 Tourism Organizations/Research Central Coast Tourism Council Membership $1,000 Smith Travel Report $3,100 California Travel Association (Cal Travel)$1,000 California Hotel & Lodging Association $ 22,061 Strategic Plan Development $35,000 Research Project $25,000 Support/Meetings Tourism Program Expenses $7,000 Total Allocated Expenditure $1,705,711 *This figure represents the total allocated expenditures. The difference will be available for carryover to the 2018-19 program budget. EXPENDITURES 30 SLO TBID Annual Report 2018-19 Looking Ahead to 2018-19 LOOKING AHEAD TO 2019–20 As the TBID moves into 2019‐20, there are three key issues that remain top of mind for the work of the Board in the next fiscal year: 1. The addition of new inventory in the market 2. The implementation of the new TBID Strategic Plan 3. The required Request for Proposal process for the Marketing Services contract While these are not the only subjects that the TBID Board will be focused on, these three will influence a lot of their work efforts. In addition, other key program activities include: • Implementation of the 2019‐20 Marketing Plan • Better target new audiences with relevant content and reengage existing audiences with relevant content to create repeat visitors • Create and deploy an influencer marketing strategy that shares real‐time, authentic SLO experiences with social media audience • Leverage dedicated promotions funds to attract fall and winter stays and set aside funds for special opportunities to attract specific audiences out of market Overall, the TBID is looking forward to growing the district membership to include new hotel properties coming into the City of San Luis Obispo and focusing on building the awareness and increasing the demand for visitors to San Luis Obispo. 31 SLO TBID Annual Report 2018-19 Appendix APPENDIX TOT CHART 2018-19 TOT MONTH TO MONTH 2018-19 0 2000000 4000000 6000000 8000000 10000000 2018-192017-182016-172015-162014-152013-142012-132011-122010-112009-10 0 200000 400000 600000 800000 1000000 2018-192017-18 JunMayAprMarFebJanDecNovOctSeptAugJuly 32 SLO TBID Annual Report 2018-19 Appendix OCC MONTH TO MONTH 2018-19 ADR MONTH TO MONTH 2018-19 0 20 40 60 80 100 JunMayAprMarFebJanDecNovOctSeptAugJuly 2017-18 2018-19 0 50 100 150 200 2018-192017-18 JunMayAprMarFebJanDecNovOctSeptAugJuly 33 SLO TBID Annual Report 2018-19 Appendix REVPAR MONTH TO MONTH 2017-18 MONTHLY SITE METRICS 0 30 60 90 120 150 2018-192017-18 JunMayAprMarFebJanDecNovOctSeptAugJuly 34 SLO TBID Annual Report 2018-19 Appendix UPPER CRUST Ages 65+ (Baby Boomers & Silent Generation) Combined HH Income of $113,000 Urbanicity: Suburban Household Technology: Above Average Employment Levels: Mix Married or divorced, second or third marriages, Empty nester couples. Blended families with grown kids. Grandparents. Brand Pillars: Cultural, Culinary, Beer/Wine MONEY & SHAKERS Ages 45–64 (Baby Boomers & Silent Generation) Combined HH Income of $105,000–$130,000 Urbanicity: Suburban and Urban Household Technology: Average to Above Average Employment Levels: Management & Professional Married without children, few children or children in college or new grandparents. Divorced, remarried, second families. Brand Pillars: Cal Poly, Culinary, Cultural 35 SLO TBID Annual Report 2018-19 SLO TBID Annual Report 2018-19 DIGERATI Ages 35–54 (Generation X, Generation Y, Xennials, Millennials) Combined HH Income of $128,498 Urbanicity: Urban Household Technology: Trend Setters (Grew up with Technology) Employment Levels: Management & Professional (Tech Jobs) Married with no kids, married with one or two kids, divorced, single parent, sharing custody, blended families. Brand Pillars: Cal Poly, Culinary, Beer/Wine, Outdoor, Cultural READY FOR RETIREMENT Ages 55+ (Baby Boomers & Silent Generation, Generation X soon) Combined HH Income of $93,000 (Budget Conscious) Urbanicity: Suburban Household Technology: Average Employment Levels: Management & Professional Married without children, divorced—blended families, second families, children out of home, new grandparents. Brand Pillars: Family, Outdoor, Beer/Wine