HomeMy WebLinkAbout12-09-2020 TBID AgendaCity of San Luis Obispo, Agenda, Planning Co mmission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, December 9, 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:
• View the Webinar:
o Registration: https://attendee.gotowebinar.com/rt/799355256346438926
o Webinar ID: 667-850-811
o Telephone Attendee: (415) 655-0060; Audio Access Code: 979-915-424
o Note: The City uses GoToWebinar to conduct virtual meetings. Please test your speakers and
microphone settings prior to joining the webinar. If you experience audio issues, check out this
short YouTube tutorial to troubleshoot audio connection issues.
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 – Can be submitted via email to advisorybodies@slocity.org and will
be archived/distributed to members of the Advisory Body after the meeting. Emails will not be read
aloud during the meeting.
• Verbal Public Comment
o Received by 10:00 AM on the day of the meeting - Call (805) 781-7164; state and spell your
name, mention the agenda item number you are calling about and leave your comment (limited to
3 minutes). All voicemails will be forwarded to the TBID members and saved as Agenda
Correspondence. Voicemails will not be played during the meeting.
o During the meeting – Members of the public who wish to provide public comment can join the
webinar (instructions above). Once you have joined the webinar, please put your name and Item #
in the questions box. Your mic will be unmuted once Public Comment is called for the It em and
you will have 3 minutes to speak.
All comments submitted will be placed into the administrative record of the meeting.
Tourism Business Improvement District Board Agenda for December 9, 2020 Page 2
CALL TO ORDER Chair John Conner
ROLL CALL : Chair John Conner, Pragna Patel-Mueller, Clint Pearce, LeBren Harris,
John Byrns, Natalie Ward and David Smith
PUBLIC COMMENT: At this time, people may address the Committee about items not on the agenda. Persons
wishing to speak should come forward and state their name and address. Comments are limited to three minutes p er
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 Special Meeting on Wednesday, November 18, 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. MARKETING PROGRAM UPDATE & Q3 MEDIA PLAN 30 mins
The TBID Board will receive an update on the current marketing status and consider the marketing
committee recommendations for approval including the Q3 media plan.
2. 2019-24 SLO TBID STRATEGIC PLAN UPDATE 25 mins
The TBID Board will receive the management committee’s recommended amendments to the 2019-24
SLO TBID Strategic Plan and discuss the revisions as presented for the considered approval.
3. 2021-23 COUNCIL GOAL SETTING INPUT 20 mins
The TBID Board will finalize the TBID goal input to submit for the 2021-23 City Council goal-setting
process.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: December 2, 2020
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: December 3, 2020
4. PCC UPDATE – Special Meeting Minutes: November 18, 2020
5. VISIT SLO CAL UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
Tourism Business Improvement District Board Agenda for December 9, 2020 Page 3
ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for
Wednesday , January 13, 2021 at 10:00 a.m. held remotely and via teleconference.
The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon
request, this agenda will be made available in appropriate alternative formats to persons with disabilities.
Any person with a disability who requires a modification or accommodation in order to participate in a
meeting should direct such request to the City Clerk’s Office at (805) 781-7100 at least 48 hours before the
meeting, if possible. Telecommunications Device for the Deaf (805) 781-7410.
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 11/18/20 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, November 18, 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 November 18, 2020 at 10:00 a.m. held via GoToWebinar by Chair John Conner.
ROLL CALL
Present: Chair John Conner, Vice Chair Clint Pearce and members LeBren Harris, Natalie Ward and
David Smith
Absent: Pragna Patel-Mueller and John Byrns
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Burns
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY COMMITTEE MEMBER PEARCE SECONDED BY COMMITTEE MEMBER
HARRIS, CARRIED 5-0-2, TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6.
C.1 Minutes of Meeting on Wednesday, October 14, 2020
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Visitor Center Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
Public Comment
None.
--End of Public Comment--
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/14/2020 Pg. 2
BUSINESS ITEMS
1. 2020-21 TBID Annual Marketing Plan
Representatives from Noble Studios presented the 2020-21 SLO TBID Annual Marketing Plan for the
Board discussion & approval as recommended by the Marketing Committee. Board members had no
edits or feedback. Staff addressed member Smith’s vote against the plan due to being unfamiliar with
the TBID budget and program.
Public Comment
None
---End of Public Comment---
ACTION: MOTION BY COMMITTEE MEMBER PEARCE, SECONDED BY COMMITTEE
MEMBER BYRNS, CARRIED 7-1-0, to approve the 2020-21 SLO TBID Annual Marketing Plan as
presented for the remainder of the 2020-21 fiscal year.
2. California Hotel & Lodging Association (CHLA) Membership Renewal
Staff reviewed current conversations with CHLA regarding the membership renewal which were requested
by the Management Committee. The Management Committee recommends that the TBID Board consider
renewing the membership for FY 2020-21 on a quarterly basis and to use funds from the contingency line
item within the budget. The renewal would take place in November 2020 and the membership can be
cancelled on a quarterly basis if needed. Board members discussed and provided their input on why or why
not continue the TBID’s membership.
Public Comment
None
---End of Public Comment---
ACTION: MOTION BY COMMITTEE MEMBER PATEL-MUELLER, SECONDED BY
COMMITTEE MEMBER SMITH, CARRIED 5-2-0 to renew the TBID’s CHLA membership on a
quarterly basis starting in November 2020 with the clause of being able to cancel if needed based on the
Management Committee’s budget review and recommendations.
3. 2021-23 Council Goal Setting Process
Tourism Manager Molly Cano provided a PowerPoint presentation and responded to Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Board developed a list of possible goals to be refined at the December 2020
meeting.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – no discussion on the October 7, 2020 minutes
3. MANAGEMENT COMMITTEE UPDATE –no discussion on the October 8, 2020 minutes
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/14/2020 Pg. 3
4. PCC UPDATE – Chair Conner highlighted the PCC’s work on the banner program and the modified GIA
program which is now open and accepting applications.
5. VISIT SLO CAL UPDATE – Liaison Reports by member Pearce and Tourism Manager Cano.
6. TOURISM PROGRAM UPDATE – Staff Report from Tourism Manager Cano
ADJOURNMENT
The meeting was adjourned at 12:22 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, November 18, 2020 at 10:00 a.m. held remotely and via teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
November 2020
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 57.8 84.7 65.5 110.28 190.14 139.79 63.77 161.08 91.57 -16.8 1.9 -10.7 -2.9 2.4 2.1 -19.2 4.4 -8.9
City of Pismo Beach 52.6 78.3 60.0 149.89 227.27 178.76 78.87 177.93 107.17 -6.5 -3.8 -5.6 20.4 8.8 15.0 12.5 4.6 8.7
City of San Luis Obispo 45.8 73.1 53.6 122.38 173.21 142.20 56.03 126.69 76.22 -27.2 -14.9 -22.8 -1.1 -4.1 -1.1 -27.9 -18.4 -23.7
City of Morro Bay 44.8 72.2 52.6 112.64 174.49 136.87 50.50 125.94 72.05 -12.5 -13.1 -12.7 13.7 5.3 9.3 -0.5 -8.5 -4.7
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 54.8 79.7 61.9 111.69 185.20 138.73 61.18 147.57 85.86 -13.1 9.6 -6.0 3.2 8.8 8.5 -10.4 19.2 2.1
City of Pismo Beach 52.1 77.7 59.4 150.34 235.20 182.03 78.39 182.75 108.21 -10.4 17.5 -1.7 14.7 27.1 23.0 2.8 49.3 20.9
City of San Luis Obispo 46.5 68.9 52.9 124.67 174.65 143.28 57.96 120.39 75.80 -26.7 -4.8 -19.9 3.0 2.1 4.8 -24.6 -2.8 -16.0
City of Morro Bay 47.3 70.1 53.8 115.16 172.22 136.40 54.46 120.71 73.39 -17.4 10.1 -8.9 13.1 15.5 17.2 -6.5 27.2 6.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 52.4 60.7 54.8 108.02 167.29 126.78 56.65 101.59 69.49 -4.2 -14.8 -7.8 3.9 4.8 3.1 -0.4 -10.7 -5.0
City of Pismo Beach 43.5 62.4 48.9 139.31 222.97 169.81 60.66 139.23 83.11 -4.1 2.0 -2.0 13.4 27.8 20.5 8.7 30.3 18.1
City of San Luis Obispo 42.2 55.7 46.1 121.55 171.39 138.78 51.27 95.55 63.92 -19.6 -12.2 -17.2 1.9 11.3 6.3 -18.1 -2.3 -12.0
City of Morro Bay 39.0 58.0 44.4 109.59 165.06 130.27 42.75 95.66 57.87 -6.5 4.3 -2.8 16.8 23.0 20.8 9.2 28.2 17.4
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 41.1 51.2 44.0 121.50 171.54 138.14 49.97 87.89 60.80 41.1 51.2 44.0 121.5 171.5 138.1 -40.8 -34.0 -38.2
City of Pismo Beach 52.8 63.3 55.8 188.31 230.84 202.09 99.51 146.21 112.85 52.8 63.3 55.8 188.3 230.8 202.1 -9.0 0.8 -5.6
City of San Luis Obispo 50.2 60.2 53.1 142.04 171.93 151.72 71.37 103.45 80.53 50.2 60.2 53.1 142.0 171.9 151.7 -24.2 -18.0 -22.1
City of Morro Bay 48.1 57.4 50.8 135.31 169.83 146.46 65.12 97.47 74.36 48.1 57.4 50.8 135.3 169.8 146.5 -18.9 -13.9 -17.1
Week of November 22, 2020 to
November 28, 2020
Week of November 15, 2020 to
November 21, 2020
Week of November 8, 2020 to
November 14, 2020
Week of November 1, 2020 to
November 7, 2020
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 Change +/-
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 535,691$ -41.3%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 617,025$ -25.3%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 647,535$ -10.1%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 553,956$ -22.1%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ -100.0%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ -100.0%
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ -100.0%
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ -100.0%
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ -100.0%
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ -100.0%
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ -100.0%
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ -100.0%
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 2,354,208$ -62.6%
2019-20 2020-21 Change +/-2019-20 2020-21 Change +/-2019-20 2020-21 Change +/-
July 80.0 54.5 -31.9 184.4 165.96 -10.0 147.59 90.53 -38.7
August 77.1 61.0 -21.0 173.97 162.84 -6.4 134.18 99.27 -26.0
September 73.3 63.1 -14.0 159.48 167.66 5.1 116.97 105.79 -9.6
October 73.0 61.9 -15.2 156.99 162.18 3.3 114.56 100.38 -12.4
November 67.4 147.11 99.17
December 57.7 134.41 77.59
January 62.3 130.45 81.27
February 65.4 145.83 95.42
March 34.6 131.11 45.39
April 17.7 95.53 16.95
May 34.5 119.15 41.15
June 49.3 152.80 75.39
Total/Average 57.72 60.13 -20.5 144.27 164.66 -2.0 87.14 98.99 -21.7 Updated: 12/3/2020
TOT Comparison
*Figures from Smith Travel
Research Report
Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2020
PR Activity
Implementation/Proactive work
1)Drafted themed ‘Gift Guide’ blogs for VisitSLO.com
2)Drafted ‘Meet Your Neighborhood Event Planner’ Q&A for VisitSLO.com
3)Connected with Michelle Barrera of Enjoy SLO on Shop Local campaign
4)Continued outreach to SLO businesses for Tuesday Giveaway
5)Continued working with Downtown SLO and the City on Light Up Downtown promotion
6)Continued working with Verdin on Support Local Campaign and implementation
7)Continued working with the City and Noble Studios on overall tourism marketing campaign
Responsive leads
1)Shared ideas for ‘Where to go in 2021’ stories in Conde Nast & Travel + Leisure via DCI lead
2)Provided gift ideas and photos for gift guides in Atlanta Journal-Constitution via DCI lead
3)Pitched Light Up Downtown to LA Times for holiday light displays
4)Shared long established restaurant owners for Huffington Post interview via Visit SLO CAL lead
5)Pitched San Luis Creek Lodge for Fodor’s holiday hotel buyouts via Visit SLO CAL lead
Partnerships
1)Curated itinerary for influencer Yusra Nahab/@nomnom_boston’s SLO visit
2)Provided itinerary suggestions and connected Visit SLO CAL with Hotel SLO for freelancer Ed
Vallance’s media visit
3)Began working with Visit SLO CAL and Hotel SLO on freelancer Chelsea Davis’s visit via CCTC
4)Pitched the following content to Visit California:
a)The New Normal New Years Eve
■Virtual New Year’s Eve with Cuesta College Music Faculty
■Virtual 12th Annual Cuesta Guitar Concert
b)Private Tours and Experiences
■Private Wine Tasting Experiences in the SLO Coast Wine Region
November 2020-21 YTD
UVPM 8,789,346 1,532,302,186
AD VALUE $1,826.39 $506,590.95
PLACEMENTS 16 64
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2020
Media Placements
1.SEATTLE P-I, Hot destinations for wine weekends
in the sun
RESULT: Strategic partnership
PILLAR: Support Local, Cultural, Outdoor,
Beer/Wine, Culinary
MENTIONS: Hotel Cerro, Brasserie SLO,
Downtown Dine Out, SLO Coast Wine, Mission
Plaza
UVPM: 704,233
2.COVETEUR, NEED AN ESCAPE? LET THIS
ROAD-TRIP GUIDE TO CALIFORNIA SERVE AS
INSPIRATION
RESULT: Strategic partnership
PILLAR: Cultural, Outdoor, Beer/Wine, Culinary
MENTIONS: Hotel SLO, Edna Valley Vineyard,
Terrace Hill
UVPM: 114,763
3.CITY LIFESTYLE SAN DIEGO, Beat the Quarantine
Blues: UNIQUE STAYCATIONS FOR AN EASY
ESCAPE
RESULT: DCI responsive lead
PILLAR: Cultural, Outdoor, Beer/Wine, Culinary
MENTIONS: Hotel Cerro, Brasserie SLO, Spa Cerro
4.LALASCOOP, New Experiences along the
California Central Coast
RESULT: DCI responsive lead
PILLAR: Cultural, Outdoor, Beer/Wine, Culinary,
Cal Poly
MENTIONS: Cal Poly Design Village, Mistura
Restaurant, Farmhouse Corner Market, Hotel
Cerro, Brasserie SLO, Edna Valley Vineyard,
Saucelito Canyon,
UVPM: 500
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2020
5.TRAVELMAG, 24 HOURS IN SAN LUIS OBISPO
RESULT: Strategic partnership
PILLAR: Cultural, Outdoor, Beer/Wine, Culinary,
Family, Cal Poly
MENTIONS: Cerro San Luis, Cal Poly, “The Tri Tip
Challenge”, Firestone Grill, Mission San Luis
Obispo de Tolosa, Madonna Inn, Garden Street
Inn, Hotel Cerro, Hotel SLO, Baileyana, Tolosa,
Edna Valley Vineyard, SLO Brew Rock, Libertine,
Barrelhouse Brewing Co., The Carrisa, Novo
Restaurant & Lounge, High Street Deli, Lincoln
Deli
UVPM: 23,860
VISIT CALIFORNIA:
6.VISIT CALIFORNIA, California Towns with Holiday Spirit
RESULT: Partnership pitching
PILLAR: Support Local, Cultural, Family
MENTIONS: Light Up Downtown, Madonna Inn
UVPM: 1,000
7.VISIT CALIFORNIA, The Ultimate Made-In-California Gift Guide
RESULT: Partnership pitching
PILLAR: Beer/Wine, Culinary, Cultural
MENTIONS: Hotel Cerro, Brasserie SLO, Cuesta College
UVPM: 1,000
8.VISIT CALIFORNIA, The New Normal New Year's Eve
RESULT: Partnership pitching
PILLAR: Support Local, Cultural
MENTIONS: Buen Dia Design
UVPM: 1,000
9. VISIT CALIFORNIA, 20 ‘SchoolCation’ Deals In California
RESULT: Partnership pitching
PILLAR: Support Local, Outdoor, Cultural, Culinary
MENTIONS: Hotel SLO, Mission San Luis Obispo de Tolosa, Doc Burnstein’s Ice Cream
Lab
UVPM: 1,000
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2020
10.MANTRIPPING, Tasting Some of Central Coast California's Best Pinot Noir and
Chardonnay At Tolosa Winery
RESULT: Strategic partnership
PILLAR: Support Local, Cultural
MENTIONS: Tolosa Winery
UVPM: 13,000
AD VALUE: $3.04
11.PASADENA MAGAZINE, Savor Life With a Gourmet Getaway in San Luis Obispo
PILLAR: Outdoor, Beer/Wine, Culinary, Cultural, Cal Poly
MENTIONS: San Luis Creek Lodge, Scout Coffee, Biddle Ranch Vineyard, Granada Hotel &
Bistro, Cal Poly, Mistura, Creamery Marketplace
UVPM: 2,000
12.NEWSBREAK, Highway 1: from San Francisco to Los Angeles
PILLAR: Culinary, Cultural, Cal Poly
MENTIONS: Farmers’ Market, Cal Poly
UVPM: 7,610,000
AD VALUE: $1,750.54
LOCAL:
13.KSBY, Locally owned stores in downtown San Luis Obispo welcome Small Business
Saturday shoppers
RESULT: Partnership pitching
PILLAR: Support Local, Cultural, Family
MENTIONS: Ah Louis Store, Yarns at the Adobe
UVPM: 139,000
AD VALUE: $31.97
14.THE PASO ROBLES PRESS, Celebrate the Holidays Safely in SLO with Light Up Downtown
RESULT: Partnership pitching
PILLAR: Support Local, Cultural, Family
MENTIONS: Light Up Downtown
UVPM: 11,000
AD VALUE: $2.42
15.KEYT, San Luis Obispo moves holiday festivities outdoors
RESULT: Partnership pitching
PILLAR: Support Local, Cultural, Family
MENTIONS: Light Up Downtown
UVPM: 131,000
AD VALUE: $30.15
Report to City of SLO – TBID and PCC
Public Relations Contract
November 2020
16.PASO ROBLES DAILY NEWS, City of San Luis Obispo announces holiday plans
RESULT: Partnership pitching
PILLAR: Support Local, Cultural, Family
MENTIONS: Light Up Downtown
UVPM: 36,000
AD VALUE: $8.27
Report to City of SLO – TBID
Guest Services Contract
November 2020
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Nov.
2019
Nov.
2020
Calls to
1-877-SLO-TOWN
19 18 21 24 64 82
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Nov.
2019
Nov.
2020
Email Response 23 22 23 29 54 97
Phone Calls to
Hotels
71 73 70 77 225 291
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Nov.
2019
Nov.
2020
Visitors Served
(walk-ins)
1,185 962 1,140 1,048 5,695 4,432
Guests Served
(via phone and
digitally)
532 409 522 482 1,198 1,945
Hotel Rooms
Referred
361 354 371 380 1,382 1,466
Agency Report · November 2020
SLO-TBID
Agency Report
November Activity & Performance
What’s Ahead:
●Oct-Dec. 30/60/90 Day Marketing Plan:
https://docs.google.com/spreadsheets/d/1vY5l0_cgpGBLyeT6NBim85qEkweKD5XtASedzS
SML38/edit?usp=sharing
●Updating in Nov. for Jan-Mar. 2020:
https://docs.google.com/spreadsheets/d/1NIpF7xipyZ3SOA7EWG8vIYWr1CvsXIdSXfQXnk
KAaik/edit?usp=sharing
Email Marketing
Newsletters (1 per month)
●On-going: Manage audience tags in MailChimp and additions of subscribers via VCA
●On-going: Revise the automated “welcome” newsletter as needed
●Completed:
○November Newsletter development
●In Progress:
○November Newsletter distribution - set to send Dec. 4
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased month over month by 19% and a decrease in total organic
keywords ranked by 10% month-over-month but increased sessions 19% year over year
○Delivered page optimization reports for:
■Things to Do
■Home Page
■Hotels
Blog Posts (2 per month)
●Completed: blog posts for November - being published beg. of Dec to front-load holiday
content
○Un-Furr-Gettable Things To Do With Your Pup
○Shop Local
○SLO Magical Holiday Activities
2
Website
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
●Ad Hoc Items
○Launched the new “In the News” content block that allows for external linking.
○Posted 2 Business Feature blogs:
■Meet Your Neighborhood Restauranteur | Q&A With Steve Bland Of Slo
Provisions
■Meet Your Neighborhood Event Planner | Q&A With Amber Karson Of Karson
Butler Events
Social Media Management
Across all platforms (Facebook, Twitter, Instagram), @ShareSLO has a total audience of 123,848
and has posted a total of 47 times on all platforms combined throughout the month of November.
The total number of engagements across all channels is 7,519 and the account with the most
engagement rate is Instagram.
Social Media Posting & Engagement
●DCI created social posts, posted content, and consistently engages with other accounts
every day throughout the month of November. Posts aligned with daily themes and brand
messaging across all three social platforms: Facebook, Instagram, and Twitter:
https://docs.google.com/spreadsheets/d/1z5SNizv1EyGR0vdXyIAH-dCdPu9lJgCL_n4i7SLB
Ckg/edit
●DCI revised the social content calendar for November and continues to create, post and
engage on behalf of @ShareSLO on Facebook, Instagram and Twitter:
https://docs.google.com/spreadsheets/d/1vY5l0_cgpGBLyeT6NBim85qEkweKD5XtASedzS
SML38/edit#gid=0
●DCI created stories that promoted the following: Where to order Thanksgiving takeout meals
& promoting local restaurants and teasing weekend to-do’s.
●DCI engaged and reposted content posted by influencer @NomNom_Boston.
PR, Media, And Influencer Relations
DCI’s All Client Pitch Initiative
Proposed: (4-6 pitches throughout 2020-21)
Progress: 3 Complete; 2-4 To Come
●Completed: Two all client pitches
○California Roadtrip -- San Luis Obispo wineries
○Drive-in Movie Theaters -- Sunset Drive-in
3
○Holiday Events and Experiences, What’s Different in 2020 - Light up Downtown
Proactive Pitch Development:
●Now Here This (Complete)
●Holiday Gifting Guide - Local Makers (Complete)
●Holiday Happenings, Events & Activities (Complete)
●Give the Gift of Slo (In Development)
●Holiday Road Trip (In Development)
Ongoing Media Conversations:
●Budget Travel: Michele Herrmann, U.S. Destinations That Make You Feel Like You're In
Europe
●Fodor's Travel: Molly O'Brien, Best Christmas Towns/Holiday Villages in the US
●Forbes: Michele Herrmann, Travel Products Made/Sold by Female Owned/Operated
Companies
●Smarter Travel: Caroline Teel, Unique Gift Guide Suggestions
●Smarter Travel: Tamara Gane, Cookbook Recommendations
●Smithsonian: Michele Hermann, Holiday Attractions
●Travel + Leisure: Skye Sherman, Unique places to find Santa this year
●Uproxx: Janice Williams, Wine Coverage
●WhereTraveler: Meryl Perlstein, US Towns and Cities that Feel like International Cities
●Ramsey Qubein: Freelance, Buy now, travel later deals
Influencer Partnerships (5 partnerships in 2020-21)
●Completed: Developed Most Wanted Influencer List for review
●In progress: Outreach to influencer to secure one hosted visit in December
Paid Media
Paid media generated 2,791,952 impressions and 13,800 clicks with a CTR of 7.98%(increased
11% MoM) for search, 1.06% for FB/Insta(increased 23% MoM), .41% for Pinterest, and .22% for
display, driving 9,918 sessions, 544 outbound hotel referrals, 16 outbound homestay referrals and
152 book now interactions
●Proactively monitored and optimized paid media placements
●12/1 Paused LA DMA and Santa Clara County
●12/3 PAUSED ALL PAID MEDIA per Governor’s order for only essential travel
4
2021-23 Financial Plan Proposed Goals & Objectives
Tourism Business Improvement District
Background
The Tourism Business Improvement District (TBID) board recommended the goals for consideration in
the 2021-23 work program to improve the visitor experience in San Luis Obispo. The TBID board did not
weigh its goals, keeping them all equally important.
Goals
1. Diversity, Equity + Inclusion:
• Expand engagement and education to support and foster safe and
welcoming opportunities throughout the community.
• Continue to work with a wide-ranging group of nonprofits and community
organizations to ensure that the citizens of San Luis Obispo are exposed to
diverse opportunities to all segments of our local community.
2. Community Connection:
• Build connection between diverse community populations (Cal Poly,
Business, Residents, Visitors).
3. Homelessness: Social Services, Mental Health + Public Safety
• Continue the City’s efforts to address and mitigate homeless population.
• Enhance safety relative to transient populations throughout the City so
residents and tourists can feel safe while enjoying activities in San Luis
Obispo.
4. Vitality of Downtown & Other Business Districts:
• Foster economic recovery to support the vitality of Downtown and outlying
business districts. Support and provide programs for business community
recovery + community beautification so SLO remains a vibrant and
attractive place to live, work and visit.
• Prioritize the implementation of the Downtown Concept Plan including
walkability, parking + connectivity, and parklet/open street programs.
2021-23 Financial Plan Proposed Goals & Objectives
5. Economic Vitality:
• Build fiscal stability for the recovery of the community from COVID-19.
• Resiliency Planning (Diablo Canyon, Pandemic)
• Address affordable housing as an economic issue and barrier to resource
retention and business attraction
• Expand the Economic Development commitment of the city to support new
ways of doing business and reduce business development barriers.
Economic recovery supports local jobs and the local economy.
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
Wednesday, December 2, 2020 at 10:30 a.m.
Teleconference via GoToWebinar
BOARD MEMBERS PRESENT: Clint Pearce, LeBren Harris and Natalie Ward
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:35 a.m.
BUSINESS ITEMS
1. Quarter Three Plan Review and Media Allocations & Channel Discussion
Representatives from Noble Studios presented the proposed TBID 30/60/90 Day Plan for the third
quarter of FY 2020-21 with agency recommendations. Additionally, the agency reviewed the paid
media budget allocations of $104,000 for Q3 which was slightly up from the approximate
$98,000 originally reviewed by the Board. The agency also presented the recommended third-
party channel for options of Expedia Media Group and TripAdvisor. The committee members
discussed and provided a recommendation to the Board.
ACTION: MOTION BY COMMITTEE MEMBER HARRIS, SECONDED BY COMMITTEE
MEMBER PEARCE, CARRIED 3-0, to approve the TBID 30/60/90 Day Plan for Q3; and
recommended to the Board the paid media allocation of $104,000 and Expedia Media Group as
the third-party media channel.
2. December Media Adjustments Discussion
Agency representatives from Noble Studios reviewed the current paid media performance and
adjustments that have been made since the November 18 Board meeting. Committee members
discussed TBID Board’s action to continue the current paid media plan as is and further discussed
the status of the additional assessment items. LA implemented a stay-at-home order as of 11/30
and Noble paused paid media 12/1 in that DMA. The committee gave direction to continue that
plan as additional orders are implemented. The committee requested that if additional media is
paused, Noble to present possible promotional opportunities to redirect the paid media budget
savings.
.
4. New Business Items
a. Committee Discussion - none
b. Future Agenda Items- none
c. Next Regular Meeting Date: Wednesday, January 6, 2020 at 10:30 a.m.
Meeting was adjourned at 11:36 a.m.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, December 3, 2020 at 10:30 a.m.
Teleconference via GoToWebinar
BOARD MEMBERS PRESENT: Pragna Patel-Mueller, John Conner, and David Smith
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:33 am
BUSINESS ITEMS
1. 2019-24 Strategic Plan Update and Discussion
Strategic Plan Consultant, Matthew Landkamer of Coraggio Group presented the proposed updates to the
TBID strategic plan based on the exercise during the November committee meeting. Staff and committee
members provided feedback and edits on the updated plan.
ACTION: The committee recommends the adoption of the revised TBID Strategic Plan to the
TBID Board.
2. New Business Items
a. Committee Discussion- none.
b. Future Agenda Items – none.
c. Next Regular Meeting Date: Thursday, January 7, 2020 at 10:00 am
Meeting was adjourned at 11:22 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of November 18, 2020 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, November 18, 2020
Special Meeting of the Promotional Coordinating Committee
CALL TO ORDER
A Special Meeting of the San Luis Obispo Promotional Coordinating Committee was called to
order on Wednesday, November 18, 2020 at 5:30 p.m., by Chair Matteson via teleconference.
ROLL CALL
Present: Chair Dana Matteson, Vice Chair John Thomas, Members Ryan Heath, Stephanie
Stackhouse, Samantha Welch, Lori Lerian and John Conner
Absent: None
Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY
COMMITTEE MEMBER LERIAN, CARRIED 7-0 to approve the Consent Agenda items 1 thru
5.
C.1 Minutes of the Meeting on October 14, 2020
C.2 2020-21 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Visitors Center Report
C.5 TOT Report
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
Jacqui Clark-Charlesworth, SLO Chamber provided a PowerPoint presentation and
responded to Committee inquiries.
DRAFT Minutes – Promotional Coordinating Committee Meeting of November 18, 2020 Page 2
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. HOLIDAY BANNER/FLAG UPDATE
Tourism Manager Molly Cano provided a PowerPoint presentation and responded to
Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY VICE CHAIR THOMAS, SECONDED BY COMMITTEE
MEMBER STACKHOUSE, CARRIED 7-0 to approve funding the design of color pages of
the Holiday Banner artwork.
2. ADDITIONAL SERIES FLAG/BANNER BID
Tourism Manager Molly Cano provided a PowerPoint presentation and responded to
Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 7-0 to approve Badger Branding as the
contractor to design the additional banner series.
3. MODIFIED GIA PROGRAM UPDATE
Tourism Manager Molly Cano provided a PowerPoint presentation and responded to
Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER SECONDED BY
COMMITTEE MEMBER WELCH, CARRIED 7-0 approve the grant allocations
recommended by the PCC subcommittee.
DRAFT Minutes – Promotional Coordinating Committee Meeting of November 18, 2020 Page 3
4. 2021-23 COUNCIL GOAL SETTING PROCESS
Tourism Manager Molly Cano provided a PowerPoint presentation and responded to
Committee inquiries.
Public Comment
None.
--End of Public Comment--
ACTION: By consensus the Committee developed a list of possible goals to be refined at
the December 2020 meeting.
PCC LIAISON REPORTS AND COMMUNICATION
1. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT
None.
2. TBID BOARD REPORT – TBID Meeting Minutes: October 14, 2020
John Conner provided a brief overview of the TBID Board Meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:03 PM. The next Rescheduled Regular Promotinal Coordinating
Committee meeting is scheduled for Wednesday, December 9, 2020 at 5:30 p.m., via
teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020