HomeMy WebLinkAbout01-13-2021 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, January 13, 2021
10:00 AM 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/register/740589663175908367
o Webinar ID: 993 -883 -667
o Telephone Attendee: (562) 247-8422; Audio Access Code: 398-280-273
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 January 13, 2021 Page 2
CALL TO ORDER Chair John Conner
ROLL CALL : Chair John Conner, Pragna Patel-Mueller, Clint Pearce, LeBren Harris, Natalie
Ward and David Smith
PUBLIC COMMENT: At this time, people may address the Committee about items not on the agenda.
Persons wishing to speak should come forward and state their name and address. Comments are limited to
three minutes per person. Items raised at this time are generally referred to staff and, if action by the
Committee is necessary, may be scheduled for a future meeting.
CONSENT ITEMS
C.1 Minutes of Special Meeting on Wednesday, December 9, 2020
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Notice of Recruitment – John Byrns
PRESENTATIONS
1. MARKETING SERVICES QUARTER REPORT 30 mins
Representatives from Noble Studios and DCI will present the second quarter report for the marketing
activities for the SLO TBID.
2. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT 30 mins
Representatives from the SLO Chamber will present the quarter report for the Public Relations and
Guest Services activities with the SLO TBID.
BUSINESS ITEMS
1. TBID FINANCIAL UPDATE: FY 19-20 FUND BALANCE & FY 20-21 MID YEAR BUDGET
UPDATE 20 mins
The City’s Financial Analyst, Jacob Nunez will present the FY 19-20 Fund Balance update as well as
the FY 20-21 Mid-Year revenue update for the TBID.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – No Meeting
3. MANAGEMENT COMMITTEE UPDATE – No Meeting
4. PCC UPDATE – Meeting Minutes: December 9, 2020
Tourism Business Improvement District Board Agenda for January 13, 2021 Page 3
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 , February 10 , 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 12/09/20 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, December 9, 2020
Regular 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 December 9, 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 Young-Harris,
Pragna Patel-Mueller (arrived at 10:18 AM), David Smith (arrived at 10:18 AM) and
Natalie Ward
Absent: Member John Byrns
Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY VICE CHAIR PEARCE SECONDED BY COMMITTEE MEMBER
WARD, CARRIED 4-0-3 (WITH MEMBERS BYRNS, PATEL-MUELLER, AND SMITH
ABSENT), TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6.
C.1 Minutes of 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
Public Comment
None.
--End of Public Comment--
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/09/2020 Pg. 2
BUSINESS ITEMS
1. MARKETING PROGRAM UPDATE & Q3 MEDIA PLAN
Tourism Manager Cano and Shyla Lindner reviewed the current marketing status and consider the
marketing committee recommendations for approval including the Q3 media plan.
Public Comments:
None
---End of Public Comments---
ACTION: MOTION BY VICE CHAIR PEARCE, SECONDED BY COMMITTEE
MEMBER SMITH, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to approve the
Reallocation the remaining Q2 paid media budget from December ($25,000) to January thru
June 2021.
ACTION: MOTION BY VICE CHAIR PEARCE, SECONDED BY COMMITTEE
MEMBER SMITH, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to approve the
channels and budget outlined in the presentation.
2. 2019-24 SLO TBID STRATEGIC PLAN UPDATE
Tourism Manager Cano reviewed the management committee’s recommended amendments to the
2019-24 SLO TBID Strategic Plan and discuss the revisions as presented for the considered
approval.
Public Comments:
None
---End of Public Comments---
ACTION: MOTION BY MEMBER PATEL-MUELLER, SECONDED BY COMMITTEE
MEMBER SMITH, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to approve
changes as provided in the staff report.
3. 2021-23 COUNCIL GOAL SETTING INPUT
TBID Board will finalize the TBID goal input to submit for the 2021 -23 City Council goal-
setting process.
ACTION: MOTION BY MEMBER SMITH, SECONDED BY COMMITTEE MEMBER
WARD, CARRIED 6-0-1 (WITH MEMBER BYRNS ABSENT), to recommend the proposed
Goals and Objectives to the City Council to consider as part of the FY 21-23 Financial Plan
process.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/09/2020 Pg. 3
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – No discussion
2. MARKETING COMMITTEE UPDATE – Update from December 2, 2020 meeting
3. MANAGEMENT COMMITTEE UPDATE –Update from the December 3, 2020 meeting
4. PCC UPDATE – Chair Conner highlighted the PCC’s November 18, 2020 meeting items such
as holiday banner program, GIA updates and working on City Council goals.
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 11:20 A.m. The next Tourism Business Improvement District Board
meeting is scheduled for Wednesday, January 13, 2021 at 10:00 a.m. held remotely and via
teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/XXXX
December 2020
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 27.5 22.0 25.9 98.54 123.07 104.49 27.08 27.07 27.08 -44.9 -62.4 -50.5 -1.3 -10.5 -6.6 -45.6 -66.3 -53.7
City of Pismo Beach 29.2 31.4 29.8 122.97 172.58 137.88 35.92 54.15 41.13 -23.4 -45.2 -31.6 7.0 7.7 4.5 -18.1 -41.0 -28.5
City of San Luis Obispo 31.9 29.5 31.2 106.21 143.00 116.14 33.90 42.18 36.27 -36.6 -53.4 -42.2 -6.5 -8.4 -9.1 -40.7 -57.3 -47.5
City of Morro Bay 26.2 28.6 26.9 94.58 121.72 102.82 24.79 34.76 27.64 -31.2 -46.4 -36.6 5.8 -3.9 0.0 -27.2 -48.5 -36.6
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 27.5 20.4 25.5 96.29 118.77 101.44 26.47 24.24 25.84 -42.2 -60.5 -47.7 -1.3 -9.8 -6.0 -42.9 -64.4 -50.8
City of Pismo Beach 27.8 35.4 30.0 115.95 167.93 133.48 32.25 59.42 40.01 -30.1 -29.9 -30.0 1.2 6.9 3.5 -29.2 -25.1 -27.5
City of San Luis Obispo 30.0 30.0 30.0 104.99 137.10 114.17 31.45 41.12 34.21 -36.4 -44.0 -38.8 -3.0 -1.7 -3.3 -38.4 -45.0 -40.8
City of Morro Bay 25.0 30.2 26.5 90.70 117.72 99.49 22.70 35.54 26.37 -35.4 -37.8 -36.2 6.2 -5.0 1.3 -31.4 -40.9 -35.4
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 20.5 20.7 20.6 95.35 123.63 103.48 19.58 25.59 21.29 -63.0 -77.2 -68.6 -16.3 -29.1 -24.9 -69.0 -83.9 -76.5
City of Pismo Beach 30.4 37.9 32.6 137.38 177.89 150.85 41.82 67.44 49.14 -49.3 -60.2 -53.5 -9.7 -15.5 -13.7 -54.2 -66.3 -59.9
City of San Luis Obispo 29.0 30.4 29.4 115.83 152.71 126.73 33.54 46.40 37.22 -51.1 -67.8 -57.6 -12.4 -10.8 -14.0 -57.2 -71.3 -63.6
City of Morro Bay 27.8 36.2 30.2 101.44 132.85 112.20 28.19 48.06 33.87 -50.6 -61.2 -54.8 -13.9 -18.0 -17.1 -57.5 -68.1 -62.6
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 30.8 33.0 31.4 109.79 125.48 114.50 33.77 41.45 35.97 -52.6 -47.3 -51.1 -8.8 -10.5 -9.0 -56.8 -52.8 -55.5
City of Pismo Beach 53.3 73.4 59.1 173.82 188.94 179.19 92.71 138.62 105.83 -27.4 -0.2 -19.6 1.7 17.6 6.7 -26.1 17.4 -14.2
City of San Luis Obispo 42.2 50.2 44.5 135.03 131.59 133.92 56.97 66.09 59.58 -40.1 -28.1 -36.7 0.4 -5.0 -1.3 -39.8 -31.7 -37.5
City of Morro Bay 45.9 60.9 50.2 123.12 136.77 127.85 56.53 83.28 64.17 -35.0 -11.5 -28.4 -2.8 14.4 2.6 -36.7 1.2 -26.5
For the Week of December 27,
2020 to January 02, 2021
Week of December 20, 2020 to
December 26, 2020
Week of December 13, 2020 to
December 19, 2020
Week of December 06, 2020 to
December 12, 2020
Occupancy (%)ADR RevPar Occupancy (%)ADR
Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
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$ 381,448$ -35.7%
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$ 2,735,656$ -56.5%
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 49.85 -25.5 147.11 145.06 -0.8 99.17 72.32 -26.1
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: 1/7/2021
TOT Comparison
*Figures from Smith Travel
Research Report
Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2020
PR Activity
Implementation/Proactive work
1)Continued planning and held Think Differently event
2)Pitched Support Local ‘Buy Local Bonus’ program
3)Drafted ‘Buy Local Bonus’ blog for VisitSLO.com
4)Drafted ‘Meet Your Neighborhood Toy Shop’ Q&A for VisitSLO.com
5)Drafted ‘Meet Your Neighborhood Creative’ Q&A for VisitSLO.com
6)Drafted ‘Meet Your Neighborhood Fashionable Francophile’ Q&A for VisitSLO.com
7)Partnered with Michelle Barrera of Enjoy SLO on Shop Local & Buy Local Bonus
campaign
8)Partnered with Brook Pitts @brooklynnpitts on Shop Local & Buy Local Bonus campaign
9)Continued working with Verdin on Support Local Campaign and implementation
10)Continued working with the City and Noble Studios on overall tourism marketing
campaign
Responsive leads
1)Provided photos to previously hosted journalist, Laurie Jo Miller Farr for Napa Valley
Life Magazine
2)Provided images and information to DCI for Oyster story on hotel pets
3)Connected local chefs with DCI for Restaurant Month interviews
4)Shared 2020 Heroes ideas with DCI for media pitching
Partnerships
1)Connected local makers with Visit SLO CAL for wellness charcuterie media gift
2)Provided itinerary suggestions and connected with freelancer Amanda Kuehn for 7x7
Magazine hosted in partnership with Hotel SLO
3)Continued working with Visit SLO CAL and Hotel SLO on freelancer Chelsea Davis’s visit
via CCTC
4)Pitched the following content to CCTC:
a)Virtual Classroom - family friendly offerings
i)The Search For Santa's Mouse
5)Pitched the following content to Visit California:
a)Relax and Recharge
i)Family Wellness Escape in San Luis Obispo
b)Black History in California You Don't Know About
i)San Luis Obispo’s devoted community activist, Maxine Lloyd Lewis
c)California Women Making Their Mark
i)Mary Alice, Blackwater boutique in San Luis Obispo
ii)Amber Karson, Karson-Butler Events
iii)Community activist and diversity leader, Courtney Haile
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2020
Digital influencers
1.Michelle Barrera, @enjoyslo
RESULT: Proactive pitching
PILLAR: Support local, Cultural
FOLLOWERS: 13,800
2.Brooke Pitts, @brooklynpitts
RESULT: Proactive pitching
PILLAR: Support local, Cultural
FOLLOWERS: 33,000
Media Placements
1.EQ LUXE, Taking it SLO
RESULT: Media visit
PILLAR: Beer/Wine, Culinary, Outdoor, Cultural
MENTIONS: Hotel Cerro, Hotel SLO, Big Sky
Cafe, Novo Restaurant, Sidecar Cocktail Co.,
Buona Tavola, Brasserie SLO, Mission Plaza,
Breakaway Tours, Wolff Vineyards, Tolosa,
Edna Valley Vineyards
UVPM: 15,000
December 2020-21 YTD
UVPM 363,348,574 1,895,650,760
AD VALUE $26,100.61 $532,691.56
PLACEMENTS 19 64
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2020
2.OYSTER, Best Hotels With a Pet on Staff
RESULT: Responsive lead, SLO CAL
PILLAR: Cultural, Culinary
MENTIONS: Madonna Inn
UVPM: 384,174
AD VALUE: $88.36
3.7X7, Long Weekend on the Central Coast:
Foraging, Wine Tasting, Wildlife +
Small-Town Inns
RESULT: Strategic Partnership
PILLAR: Beer/Wine, Culinary, Outdoor,
Cultural
MENTIONS: Mistura, Novo, Sidecar Cocktail
Co., Hotel SLO, SLO Provisions, Chamisal,
Malene, Tolosa
UVPM: 99,000
AD VALUE: $22.86
4.BUDGET TRAVEL, Outdoor holiday
celebrations around the United States
RESULT: Partnership pitching
PILLAR: Cultural
MENTIONS: Light Up Downtown, Mission
Plaza
UVPM: 56,000
AD VALUE: $12.93
5.HUFFPOST, Chefs Predict How Restaurants Will Change In 2021
RESULT: Responsive lead, SLO CAL
PILLAR: Culinary
MENTIONS: Luna Red
UVPM: 159,600,000
AD VALUE: $10,000.00
6.MSN LIFESTYLE, Old-fashioned hotel stays that will transport you back in time
RESULT: Ongoing media relationship
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 201,500,000
AD VALUE: $15,400.00
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2020
7.THE TRIBUNE, Shopping in SLO? Here’s how you can get free money from the city
RESULT: Proactive pitching
PILLAR: Support local
MENTIONS: Buy Local Bonus
UVPM: 856,000
AD VALUE: $393.88
8.NEW TIMES, Local economic relief programs take shape
RESULT: Proactive pitching
PILLAR: Support local
UVPM: 41,000
AD VALUE: $9.32
9.KSBY, City of SLO buying gift cards from local businesses for its "Buy Local Bonus"
program
RESULT: Proactive pitching
PILLAR: Support local
MENTIONS: Buy Local Bonus
UVPM: 139,000
AD VALUE: $31.97
10.KCBX, Gift cards and grants: SLO County cities offer more local business relief
RESULT: Proactive pitching
PILLAR: Support local
MENTIONS: Buy Local Bonus
UVPM: 7,300
11.KSBY, 5 days until Christmas: Holiday shoppers hit local stores for last minute gifts
RESULT: Proactive pitching
PILLAR: Support local
MENTIONS: Buy Local Bonus, Moondoggies, Ambiance, Mint + Craft
UVPM: 139,000
AD VALUE: $31.97
12.KEYT, New SLO holiday banners honoring diverse cultural celebrations
PILLAR: Cultural
UVPM: 131,000
AD VALUE: $30.15
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2020
13.KSBY, San Luis Obispo offering free parking, curbside pick-up to make it easier for
people to shop downtown
PILLAR: Support local
UVPM: 139,000
AD VALUE: $31.97
14.PASO ROBLES DAILY NEWS, Scavenger hunt downtown SLO invites public to hunt for
‘Santa’s mouse’
PILLAR: Cultural, Family
MENTIONS: San Luis Obispo Children’s Museum, Downtown SLO
UVPM: 36,000
AD VALUE: $8.27
15.PASO ROBLES DAILY NEWS, SLO Children’s Museum plans ‘Noon Year’s Eve’ virtual
celebration
PILLAR: Cultural, Family
MENTIONS: San Luis Obispo Children’s Museum
UVPM: 36,000
AD VALUE: $8.27
16.KSBY, Murals line neighborhood paths in San Luis Obispo
PILLAR: Cultural, Support Local
UVPM: 139,000
AD VALUE: $31.97
17.INSIDE WEDDINGS, California Honeymoon Hotel Ideas for a Romantic Vacation Close to
Home
PILLAR: Outdoor, Beer/Wine, Culinary, Family, Cultural
MENTIONS: Madonna Inn, Mission San Luis Obispo de Tolosa, Bubblegum Alley
UVPM: 30,000
AD VALUE: $6.96
18.BOULDER JEWISH NEWS, Virtual Jewish Film Festivals: January is San Luis Obispo
PILLAR: Cultural
MENTIONS: JCC Federation of San Luis Obispo
UVPM: 1,000
19.RACHEL’S STYLISH LIFE, Hotel Cerro
RESULT: Strategic partnership
PILLAR: Outdoor, Beer/Wine, Culinary, Cal Poly
MENTIONS: Hotel Cerro, Cal Poly, Brasserie SLO
UVPM: 100
Report to City of SLO – TBID
Guest Services Contract
December 2020
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Dec.
2019
Dec.
2020
Calls to
1-877-SLO-TOWN
21 17 19 14 68 71
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Dec.
2019
Dec.
2020
Email Response 23 25 25 29 59 102
Phone Calls to
Hotels
74 91 89 88 225 342
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Dec.
2019
Dec.
2020
Visitors Served
(walk-ins)
961 1,023 2,149 1,021 6,688 5,154
Guests Served
(via phone and
digitally)
486 531 702 717 1,127 2,436
Hotel Rooms
Referred
307 319 299 284 1,419 1,209
Agency Report · December 2020
SLO-TBID
Agency Report
December Activity & Performance
What’s Ahead:
●Jan-Mar. 2020 Marketing Plan:
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
●Cancelled: December Newsletter cancelled, pushed to museum month focus.
●In Progress:
○January Newsletter distribution - set to send Jan. 13
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased month over month by 30% and 38% year over year, which we
expected with the December COVID-19 stay at home orders and the decline in travel sentiment
overall. That said, we saw an increase of 1% in total organic keywords ranking on page 1 on the
search engine results page. While travel intent decreased, our SEO efforts are starting to pay off,
and we'll realize those dividends when travel intent increases in the coming months.
○Delivered page optimization reports for:
■Horseback Riding
■Where is San Luis Obispo
■Downtown San Luis Obispo
Blog Posts (2 per month)
●December blog posts were pushed to January.
●To come: three blog posts by 1/8
○Blog #1: Restaurant Month Deals
○Blog #2: How to enjoy SLO restaurant month from afar
○Blog #3: Best SLO restaurants for different occasions
2
Website
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
○Login URL Update
●Ad Hoc Items
○Updated COVID page to be more relevant
○Posted 3 Business Feature blogs:
■Meet Your Neighborhood Toy Shop | Q&A with Jillian Wahlquist of Tom’s
Toys
■Meet Your Neighborhood Creative | Q&A with Sadie Rogers of SLOcally Made
■Meet Your Neighborhood Fashionable Francophile | Q&A with Marianne
Seaborne of Maison Marianne
Social Media Management
Across all platforms (Facebook, Twitter, Instagram), @ShareSLO has a total audience of 123,821
and has posted a total of 62 times on all platforms combined throughout the month of December.
The total number of engagements across all channels is 6,810 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 December. 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 December 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: Promotion of local shops, gift guides,
holiday happenings and teasing weekend to-do’s.
●DCI engaged and reposted content posted by influencer @BrooklynnPitts and @EnjoySLO.
●DCI created specific posts for the following holidays: Hanukkah, Christmas, and New Years.
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
3
●Completed: Two all client pitches
○California Roadtrip -- San Luis Obispo wineries
○Drive-in Movie Theaters -- Sunset Drive-in
○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 (Complete)
●Holiday Local Makers (Complete)
●Restaurant Month & SLO Chef Interviews/Profiles (In Development)
Ongoing Media Conversations:
●Budget Travel: Lola Mendez, Safe US outdoor holiday activities
●Living Lavishly: Molly O'Brien, Pro Chefs Turned Personal Cooks
●Parents: Melissa Klurman, Christmas Vacations Ideas
●Thrillist: Tiffany Tse, Holiday Promotion
Influencer Partnerships (5 partnerships in 2020-21)
●Completed: Developed Most Wanted Influencer List for approval
●On hold: Provided opportunity with Kelly Rizzo of Eat Travel Rock for December travel,
however paid influencer partnerships on hold due to stay at home orders throughout the
state.
DCI 2020-2021 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1qZynr7KmlnMxm3rI2hoTUbj7uIdEc2uA_j4HNTlc
lec/edit?usp=sharing
Paid Media
Paid media generated 208,451 impressions and 1,148 clicks with a CTR of 6.1% for search, 1.33%
for FB/Insta(increased 25% MoM), .37% for Pinterest, and .21% for display, driving 725 sessions, 23
outbound hotel referrals, 0 outbound homestay referrals and 5 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
NOTICE OF RECRUITMENT
CITY OF SAN LUIS OBISPO
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
NOTICE IS HEREBY GIVEN that an unscheduled vacancy exists on the Tourism Business
Improvement District Board (TBID) for a term to expire on March 31, 2023. The TBID Board
advises the Council in the administration and use of the TBID assessment funds. The Board
recommends projects to promote tourism to the City of San Luis Obispo to benefit directly the
City’s lodging industry. All applicants and members must be operators of hotels within the district
or employed by the operator of such hotel. Meetings are held on the second Wednesday of each
month at 10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo,
California.
If you are a member of the San Luis Obispo City lodging industry and a registered voter, you are
encouraged to apply. Applications may be submitted online on the City’s website at
www.slocity.org/volunteer.
STATE OF CALIFORNIA )
COUNTY OF SAN LUIS OBISPO ) SS.
CITY Of SAN LUIS OBISPO )
I declare under the penalty of perjury that this notice was posted on the bulletin board outside
City Hall, 990 Palm Street, San Luis Obispo, California and on the City’s website
www.slocity.org on January 8, 2021.
_____________________________________
Kevin Christian
Deputy City Clerk
City of San Luis Obispo
Keep posted until position is filled
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 9, 2020 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, December 9, 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, December 9, 2020 at 5:32 p.m., by Chair Matteson via teleconference.
ROLL CALL
Present: Chair Dana Matteson, Vice Chair John Thomas, Members Ryan Heath, Samantha
Welch, Lori Lerian and John Conner
Absent: Stephanie Stackhouse
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 WELCH, SECONDED BY
COMMITTEE MEMBER CONNER, CARRIED 6-0 to approve the Consent Agenda items 1 thru
6.
C.1 Minutes of the Special Meeting on November 18, 2020
C.2 2020-21 Community Promotions Budget Report
C.3 Public Relations Report
C.4 Visitors Center Report
C.5 TOT Report
C.6 Modified GIA Program: Grant Recommendation Report
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY REPORT
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 9, 2020 Page 2
Jacqui Clark-Charlesworth, SLO Chamber provided a PowerPoint presentation and
responded to Committee inquiries.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. SERIES 3 BANNER PROJECT
Katy McGrath, Badger Branding provided a PowerPoint presentation and responded to
Committee inquiries and direction to be presented at the next meeting.
Public Comment
None.
--End of Public Comment--
2. 2021-23 COUNCIL GOAL SETTING INPUT
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 HEATH, SECONDED BY
COMMITTEE MEMBER LERIAN, CARRIED 6-0-1 to adopt the goals as presented in the
staff report and forward them to City Council.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT – Review of GIA Master Database and assignments.
2. COMMITTEE OUTREACH UPDATE – COMMITTEE REPORT - None.
3. TBID BOARD REPORT – TBID Meeting Minutes: November 18, 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.
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 9, 2020 Page 3
ADJOURNMENT
The meeting was adjourned at 6:42 PM. The next Rescheduled Regular Promotinal Coordinating
Committee meeting is scheduled for Wednesday, January 13, 2021 at 5:30 p.m., via
teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020