HomeMy WebLinkAbout02-10-2021 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, February 10, 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 (recommended for the best viewing quality):
➢ URL: https://slocityorg.zoom.us/j/95081090831?pwd=a256eFllaWZnQnBtSXRIaVBEU3NWdz09
➢ Telephone Attendee: +1 (669) 669-900-6833
➢ Webinar ID: 950 8109 0831 Passcode: 614323
Note: The City is switching to Zoom Webinar for City Council Meetings. All attendees will enter the
meeting muted. An Attendee tutorial is available on YouTube; please test your audio settings.
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 8:00 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 8:00 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 8:00 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 Public Comment is opened for the item you would like to speak
on please raise your virtual hand. Your name will be called and your mic will be unmuted. 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 February 10, 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 Meeting on Wednesday, January 13, 2021
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
PRESENTATIONS
1. COVID-19 STATUS UPDATE 15 mins
Staff will present a COVID-19 update to the TBID Board including the status of the TBID marketing
programs based on the current response tier and regulations.
BUSINESS ITEMS
1. TBID BRAND IDENTITY PROJECT 60 mins
Noble Studios will take the Board through the first portion of the brand identity work in preparation for
the brand workshop with the Board.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: February 3, 2021
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: February 4, 2021
4. PCC UPDATE – Meeting Minutes: January 13, 2021
5. VISIT SLO CAL UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURNMENT
Tourism Business Improvement District Board Agenda for February 10, 2021 Page 3
The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for
Wednesday , March 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 01/13/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, January 13, 2021
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 January 13, 2021 at 10:01 a.m. held via GoToWebinar by
Chair John Conner.
ROLL CALL
Present: Chair John Conner, and Members LeBren Young-Harris, Pragna Patel-Mueller,
David Smith and Natalie Ward
Absent: Vice Chair Clint Pearce
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 BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD
MEMBER SMITH, CARRIED 5-0-1 (WITH VICE CHAIR PEARCE ABSENT) TO APPROVE
THE CONSENT AGENDA ITEMS 1 THRU 7.
C.1 Minutes of 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 Visitor Center Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Notice of Recruitment – John Byrns
Public Comment
None.
--End of Public Comment—
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 01/13/2021 Pg. 2
PRESENTATIONS
1. MARKETING SERVICES QUARTER REPORT
Shyla Linder, Noble Studios and Daniella Middleton, presented the second quarter report for
the marketing activities for the SLO TBID.
2. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Jacqui, Clark-Charlesworth and Dusty Colyer-Worth, SLO Chamber presented 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
Financial Analyst, Jacob Nunez presented the FY 19-20 Fund Balance update as well as the
FY 20-21 Mid-Year revenue update for the TBID.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Board Members provided updates.
2. MARKETING COMMITTEE UPDATE – None
3. MANAGEMENT COMMITTEE UPDATE – None
4. PCC UPDATE – Chair Conner highlighted the PCC’s December 9, 2020 meeting.
5. VISIT SLO CAL UPDATE – None
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, February 10, 2021 at 10:00 a.m. held remotely and via
teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/XXXX
January 2021
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 25.2 31.1 26.9 93.76 121.77 103.03 23.58 37.88 27.67 -44.1 -37.3 -42.0 -8.9 -4.3 -6.6 -49.1 -39.9 -45.8
City of Pismo Beach 40.4 60.8 46.2 125.61 181.47 146.61 50.71 110.31 67.74 -8.9 9.6 -2.7 6.1 22.2 14.2 -3.3 34.0 11.1
City of San Luis Obispo 34.0 45.4 37.2 108.50 144.75 121.13 36.86 65.73 45.11 -32.7 -19.9 -28.7 -4.7 3.6 -0.6 -35.8 -17.0 -29.1
City of Morro Bay 33.1 50.3 38.0 95.61 129.30 108.36 31.64 65.09 41.20 -22.4 -2.4 -15.9 5.8 17.7 12.0 -18.0 14.9 -5.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 28.8 40.1 32.1 96.27 127.24 107.34 27.76 51.02 34.40 -43.6 -45.0 -44.1 -4.8 -13.7 -9.0 -46.4 -52.6 -49.2
City of Pismo Beach 38.0 76.9 49.1 121.15 203.24 157.88 46.04 156.32 77.55 -14.1 1.3 -7.8 5.7 20.7 15.7 -9.2 22.4 6.6
City of San Luis Obispo 34.7 61.6 42.4 108.14 143.99 123.04 37.50 88.76 52.15 -40.3 -20.2 -33.3 -9.5 -5.5 -6.0 -45.9 -24.7 -37.3
City of Morro Bay 35.0 67.4 44.2 92.88 133.99 110.77 32.50 90.29 49.01 -17.4 -13.7 -15.8 3.4 -4.3 -0.3 -14.6 -17.4 -16.1
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 29.4 28.5 29.1 103.29 130.11 110.77 30.39 37.03 32.29 -49.1 -51.3 -49.7 -0.6 -3.8 -1.9 -49.4 -53.2 -50.7
City of Pismo Beach 46.8 61.6 51.0 140.92 185.09 156.15 65.97 114.03 79.70 -11.3 -8.2 -10.2 14.0 15.4 14.8 1.1 6.0 3.0
City of San Luis Obispo 41.6 41.5 41.6 114.26 141.70 122.10 47.51 58.85 50.75 -36.4 -39.7 -37.3 -6.2 -3.4 -5.5 -40.3 -41.7 -40.8
City of Morro Bay 41.5 47.5 43.2 101.40 129.80 110.31 42.07 61.60 47.65 -20.7 -20.8 -20.7 3.8 7.0 4.9 -17.7 -15.3 -16.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 27.7 33.0 29.2 99.61 129.39 109.21 27.63 42.64 31.92 -48.9 -37.2 -45.6 -3.0 -2.4 -1.6 -50.4 -38.7 -46.5
City of Pismo Beach 32.7 59.8 40.5 117.32 182.27 144.75 38.39 109.03 58.57 -39.2 -8.2 -29.1 -3.0 14.5 8.5 -41.1 5.1 -23.1
City of San Luis Obispo 36.1 45.0 38.6 106.53 141.65 118.21 38.44 63.71 45.66 -41.0 -28.8 -37.5 -12.1 -5.3 -8.7 -48.2 -32.5 -42.9
City of Morro Bay 31.1 48.6 36.1 90.07 128.69 104.92 28.02 62.48 37.86 -36.8 -13.0 -29.4 -4.5 4.2 1.4 -39.6 -9.4 -28.4
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADRWeek of January 24, 2021 to
January 30, 2021
Week of January 17, 2021 to
January 23, 2021
Week of January 10, 2021 to
January 16, 2021
Week of January 03, 2021 to
January 09, 2021
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$ 567,755$ -20.2%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 361,846$ -39.0%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 207,163$ -57.6%
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$ 2,937,015$ -53.3%
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 33.32 -42.0 134.41 123.53 -7.6 77.59 41.16 -46.4
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: 2/5/2021
TOT Comparison
*Figures from Smith Travel
Research Report
Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2021
PR Activity
Implementation/Proactive work
1)Continued planning Part 2 of the Think Differently series
2)Pitched Support Local ‘Buy Local Bonus’ program again as well as ‘Bonus Bonus’
3)Continued working with the City on the ‘Buy Local Bonus’ program
4)Drafted ‘Meet Your Neighborhood Music Store’ Q&A for VisitSLO.com
5)Drafted ‘Meet Your Neighborhood Caterer’ Q&A for VisitSLO.com
6)Drafted ‘Meet Your Neighborhood Executive Chef’ Q&A for VisitSLO.com
7)Continued working with Verdin on Support Local Campaign and implementation
8)Continued working with the City and Noble Studios on overall tourism marketing
campaign
Responsive leads
1)Worked with DCI to pitch SLO Brew & Taco Work’s ‘First Tortilla Chip Beer’ to
freelancers that write for VinePair and Forbes
2)Pitched San Luis Creek Lodge and Garden Street Inn to freelancer Tanvi Chheda for
Westways as new/remodeled hotels for a Fall Getaway
3)Offered fact checking for National Geographic Kids
Partnerships
1)Provided photos of the Maxine Lewis chalk art via Visit CA for a story by freelancer
Kristin Braswell for Kayak
2)Offered eateries for inclusion to Visit CA for blog on Buy Local Bonus
3)Provided a list of woman and Black owned businesses to SLO CAL
4)Connected with Chamisal/Malene on a potential influencer partnership
5)Continued working with SLO CAL on wellness charcuterie media packages
6)Pitched the following content to Visit California:
a)Exclusive & Private Places to Spend Valentine's Day
i)Experience a preponderance of pink this Valentine's Day
b)The Road Less Traveled: Unknown Spring Road Trips
i)"SLO" down while touring California's HWY 1
c)How to Dine in California NOW
i)Bear & The Wren eatery in San Luis Obispo
d)New 2021 Instagram Views
i)Rooftop view from Hotel SLO
ii)Hotel Cerro's Pool Terrace
iii)Parklet Oases in San Luis Obispo
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2021
Media Placements
1.KEYT, City of San Luis Obispo offers gift
cards to residents who shop local during the
pandemic
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Junk Girls, Rib Line
UVPM: 131,000
AD VALUE: $30.15
2.KCBX, Some SLO County businesses reopen as regional stay-at-home orders lift
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Buy Local Bonus, Novo, Luna Red
UVPM: 7,000
AD VALUE: $1.68
3.The Tribune, SLO County regional stay-at-home order lifts as business owners rejoice:
‘It’s awesome’
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Buy Local Bonus, Novo, Luna Red, Mint + Craft
UVPM: 856,000
AD VALUE: $393.88
4.KSBY, San Luis Obispo to reward customers for shopping local
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Buy Local Bonus
UVPM: 207,400
AD VALUE: $47.69
5.KSBY, 'Buy Local Bonus' Program brings more business to San Luis Obispo
January 2020-21 YTD
UVPM 184,305,265 2,079,956,025
AD VALUE $93,650.74 $626,342.30
PLACEMENTS 25 89
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2021
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Buen Dia
UVPM: 207,400
AD VALUE: $47.69
6.KVEC, First Look with Andy Morris interview with Molly Cano
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Buy Local Bonus
UVPM: 1,327
7.OYSTER.COM & FRESNO BEE PRINT, 8 Underrated U.S. Destinations That Should Be on
Your Radar in 2021
RESULT: Ongoing media relationship
PILLAR: Outdoors, Cultural, Beer/Wine, Culinary, Family
MENTIONS: San Luis Creek Lodge, Bubblegum Alley, Farmers’ Market
UVPM: 384,000
AD VALUE: $88.36
8.HEMISPHERES, Out of Office...Sort Of
RESULT: Strategic partnership
PILLAR: Cultural, Family
MENTIONS: Hotel San Luis Obispo, Mission
UVPM: 562,038
AD VALUE: $100
9.BUDGET TRAVEL, Outdoor holiday celebrations around the United States
RESULT: Strategic partnership
PILLAR: Cultural
MENTIONS: Mission Plaza
UVPM: 56,000
AD VALUE: $12.93
10.LOVE EXPLORING, Check in to these time warp hotels from the past
RESULT: Ongoing media relationship
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 67,200,000
AD VALUE: $15,400.00
11.VISIT CALIFORNIA, New 2021 Instagram Views
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2021
RESULT: Partnership pitching
PILLAR: Cultural
MENTIONS: Hotel Cerro
UVPM: 100
12.VISIT CALIFORNIA, 7 Fun Ways To Eat, Drink, And Support Local Businesses
RESULT: Partnership pitching
PILLAR: Support Local, Culinary, Beer/Wine
MENTIONS: Buy Local Bonus, Big Sky Café, SLO Provisions, Gold Rush Steak House,
Madonna Inn
UVPM: 100
13.GREEN MATTERS, A Running List of Cities, Restaurants, and Hotels That Have Banned
Plastic Straws
PILLAR: Outdoors
UVPM: 94,000
AD VALUE: $21.51
14.LOVE EXPLORING, The most unique hotel stay in every state
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 67,200,000
AD VALUE: $15,400.00
15.FINANCE BUZZ, 15 of the World's Most Scenic Train Rides
PILLAR: Outdoors
MENTIONS: Amtrak
UVPM: 500
16.THE BEER CONNOISSEUR, PASO ROBLES DAILY NEWS & OTHERS, SLO Brew and Taco
Works Create World's First Tortilla Chip Beer
PILLAR: Beer/Wine, Culinary
MENTIONS: SLO Brew, Taco Works
UVPM: 42,200,000
AD VALUE: $12,600.00
17.THE TRIBUNE & MCCLATCHY AFFILIATES, SLO Brew, Taco Works create ‘world’s first
tortilla chip beer.’ What does it taste like?
PILLAR: Beer/Wine, Culinary
MENTIONS: SLO Brew, Taco Works
UVPM: 1,700,000
AD VALUE: $1,300.00
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2021
18.MERCURY NEWS, California beer news: Pliny the Younger will be shipped!
PILLAR: Beer/Wine
MENTIONS: Liquid Gravity Brewing
UVPM: 3,800,000
AD VALUE: $48,100
19.BON TRAVELER, The Coolest Design Hotels In California
PILLAR: Cultural
MENTIONS: San Luis Creek Lodge
UVPM: 7,000
AD VALUE: $1.60
Local:
20.KSBY, San Luis Obispo Museum of Art's first outdoor mural by Puerto Rican artist now
available for viewing
PILLAR: Cultural
UVPM: 207,400
AD VALUE: $47.69
21.PASO ROBLES DAILY NEWS, San Luis Obispo Museum of Art unveils outdoor mural
‘Pacificaribbean’
PILLAR: Cultural
UVPM: 7,000
AD VALUE: $1.60
22.KSBY, Downtown San Luis Obispo lights change from holiday to inspirational theme
PILLAR: Cultural
UVPM: 207,400
AD VALUE: $47.69
23.PASO ROBLES DAILY NEWS, City of SLO receives top score in energy-efficient economy
challenge
PILLAR: Outdoors
UVPM: 36,000
AD VALUE: $8.27
24.KCPR, 5 of the best coffee shops and cafes in San Luis Obispo
PILLAR: Cultural
UVPM: 2,000
25.KCPR, Supreme sandwich delis you can only experience in SLO
Report to City of SLO – TBID and PCC
Public Relations Contract
January 2021
PILLAR: Culinary
UVPM: 2,000
Report to City of SLO – TBID
Guest Services Contract
January 2021
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Jan.
2020
Jan.
2021
Calls to
1-877-SLO-TOWN
24 22 17 26 103 89
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Jan.
2020
Jan.
2021
Email Response 22 24 24 23 62 93
Phone Calls to
Hotels
72 70 70 77 237 289
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Jan.
2020
Jan.
2021
Visitors Served
(walk-ins)
888 966 1,045 1,158 5,029 4,057
Guests Served
(via phone and
digitally)
621 522 528 812 1,019 2,483
Hotel Rooms
Referred
344 318 301 384 1,534 1,347
Agency Report · January 2020
SLO-TBID
Agency Report
January 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.
●Completed:
○January Newsletter distribution (Restaurant Month) - sent Jan. 13
○February Newsletter distribution (Feel The Love in SLO) - sent Jan. 27
●In Progress:
○March Newsletter: Springtime in SLO
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased month-over-month by 18% and 49% year-over-year. When the
Stay at Home orders were lifted, organic traffic increased. Organic hotel partner referrals increased
42% (51 vs 36), Book Now increased 11% (10 vs 9) and Homestay referrals increased 8% (11 vs 8)
month-over-month.
Organic rankings are not updated for January until the 5th day of the month, so we can see that
December saw a decrease of 13% in total organic keywords ranking on the search engine results
page. In January, we saw positive MoM growth for many of the pages we have optimized including:
30% increase to the Homepage, 51% increase to Things to Do, 45% to Downtown SLO, 400%
increase to Horseback Riding and 71% increase to Hiking.
○Delivered page optimization reports for:
■Parks
■Downtown SLO Restaurants
■Pet-friendly Hotels
2
Blog Posts (2 per month)
Completed:
●Blog #1: Restaurant Month Deals
●Blog #2: How to enjoy SLO restaurant month from afar
●Blog #3: Best SLO restaurants for different occasions
●Blog #4: SLO in Love
●Blog #5: 72 Hours in SLO: Family Edition
Website
The website saw a 2% increase in sessions MoM and a 72% decrease YoY; for a total of 10,150
sessions and 8,776 new users in January. From an engagement perspective, bounce rate increased
slightly by 6%; however, pages/session and average session duration increased by 7% and 10%
respectively.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
●Ad Hoc Items
○Posted 2 Business Feature blogs:
■Meet Your Neighborhood Executive Chef | Q&A with Ryan Fancher of Hotel
SLO
■Meet Your Neighborhood Caterer | Q&A with Brian Appiano of Rib Line
○Additional blog post: Buy Local Bonus
○COVID page content update
Social Media Management
Across all platforms (Facebook, Twitter, Instagram), @ShareSLO has a total audience of 123,804
and has posted a total of 84 times on all platforms combined throughout the month of January.
The total number of engagements across all channels is 13,338 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 January. 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 January 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
3
●DCI created stories that promoted the following: Restaurant Month, Buy Local Bonus,
National Plan for Vacation Day, mid-week inspo and teasing weekend to-do’s.
●DCI created specific posts for Restaurant Month, Buy Local Bonus, and the Tunnel of Love
installation.
PR, Media, And Influencer Relations
DCI’s All Client Pitch Initiative
Proposed: (4-6 pitches throughout 2020-21)
Progress: 4 Complete; 2 To Come
●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
○Valentine's Day/Romantic Getaways
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 (Complete)
Ongoing Media Conversations:
●Atlanta Journal Constitution: Carolyn Dersalu, Valentine Gift Guides
●Dine and Travel: Jill Weinlein, SLO Restaurant Month
●Forbes: Tara Nurin, Nacho Chip Beer for Super Bowl
●Forbes: Brittany Anas, Hotels with creative Valentine's Day packages
●Get Lost with Lindsay: Lindsay Myers, SLO Restaurant Month
●Today.com/Today Parents: Terri Peters, Restaurant/Chefs doing something cool
●Traveler And A Tourist Blog, Ruksana Hussain, SLO Restaurant Month
●TripAdvisor: Avital Andrews, Road trip attractions on California's PCH
●VinePair: Cat Wolinski, Nacho Chip Beer for Super Bowl
●Scott Bridges, Freelance Writer, SLO Restaurant Month
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 through the end of January. Will reevaluate in
February.
4
DCI 2020-2021 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1qZynr7KmlnMxm3rI2hoTUbj7uIdEc2uA_j4HNTlc
lec/edit?usp=sharing
Paid Media
Paid media generated 2,998 impressions and 183 clicks with a CTR of 6.1% for search, driving 205
sessions, 28 outbound hotel referrals, 0 outbound homestay referrals and 7 book now interactions
●1/27 Enabled Paid Search when Stay at Home order was lifted
●Proactively monitored and optimized paid media placements ($1,615.43 spend)
5
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
Wednesday, February 3, 2021 at 10:30 a.m.
Teleconference via Zoom
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. PAID MEDIA CAMPAIGN STATUS AND NEXT STEPS
Representatives from Noble Studios presented the current status of the paid media campaign
including the update that paid search had been turned on since the Regional Stay at Home order
was lifted. They presented data on trends and traveler sentiment for reference. They also shared
new creative concepts for an awareness focused micro-campaign in response those trends and data.
ACTION: By consensus the marketing committee directed the marketing agency on edits to the
campaign creative concepts and approved the start of the campaign advertising as soon as possible.
2. PUBLIC RELATIONS
DCI presented a modified approach to PR efforts including proactively pitching a broader
destination story to provide an opportunity to generate positive media coverage for SLO while
tourism remains limited. The focus for the of the proactive approach is to position SLO As A
Leader in Sustainability.
ACTION: By consensus the marketing committee approved the approach as presented.
3. BRAND IDENTITY PROJECT
Noble Studios took the committee through the first portion of the brand identity work in
preparation for the Board discussion.
4. New Business Items
a. Committee Discussion - none
b. Future Agenda Items- none
c. Next Regular Meeting Date: Wednesday, March 3, 2021 at 10:30 a.m.
Meeting was adjourned at 12:04 p.m.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, February 4, 2021 at 10:00 a.m.
Teleconference via Zoom
BOARD MEMBERS PRESENT: John Conner, and David Smith
BOARD MEMBERS ABSENT: Pragna Patel-Mueller
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:26 am
BUSINESS ITEMS
1. 2019-24 Strategic Plan Action Items
The committee reviewed the approved strategic plan and discussed the action steps needed
for implementation including the assignment of the initiatives between the Board and
committees.
2. FY 2020-21 Contract Evaluation
The committee discussed the approach to contract evaluation in preparation for the FY 21-
22 planning process.
3. TBID Property Safety and Homeless Workshop
Staff updated the committee on the workshop development and the committee provided
input and discussion.
4. Management Committee Meeting Time
The committee discussed the recurring meeting time and adjusted the schedule to 10:30
a.m for future meetings.
5. New Business Items
a. Committee Discussion- none.
b. Future Agenda Items – none.
c. Next Regular Meeting Date: Thursday, March 4, 2021 at 10:30 am
Meeting was adjourned at 11:00 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 13, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, January 13, 2021
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, January 13, 2021 at 5:58 p.m., by Chair Matteson via teleconference.
ROLL CALL
Present: Committee Members John Conner, Ryan Heath, Lori Lerian, Stephanie Stackhouse,
Samantha Welch, Vice Chair John Thomas, and Chair Dana Matteson,
Absent: None
Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER WELCH, CARRIED 7-0 to approve the Consent Agenda items 1 thru 6.
C.1 Minutes of the Regular Meeting on December 9, 2020
C.2 2020-21 Community Promotions Budget Report
C.3 SLO Chamber Monthly Public Relations Report
C.4 SLO Chamber Visitors Center Report
C.5 TOT Report
C.6 Modified GIA Program: Grant Recommendation Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 13, 2021 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS, VISITOR SERVICES and GIA QUARTER REPORT
SLO Chamber of Commerce representatives, Jacqui Clark-Charlesworth and Dusty Colyer-
Worth, provided a PowerPoint presentation review and responded to Committee inquiries.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. SUPPORT LOCAL PROGRAM UPDATE
Ashlee Akers and Megan Condict, Verdin Marketing, presented the second quarter report on
the Support Local marketing activities followed by the campaign concept options and
program recommendations for the final phase (Phase 3) of the program for FY 20-21.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 7-0 to approve $3600 in additional funding
for Phase 3 of the program as presented.
2. SERIES 3 BANNER PROJECT
Katy McGrath, Badger Branding, presented the Series 3 banner design concept designs for
the committee’s review and approval.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY
COMMITTEE MEMBER LERIAN, CARRIED 7-0 to approve the neon color featured
Series 3 banner design and an additional expenditure of $960 for execution.
DRAFT Minutes – Promotional Coordinating Committee Meeting of January 13, 2021 Page 3
3. FY 20-21 MID YEAR BUDGET REVIEW
Tourism Manager Cano presented the FY 2020-21 mid-year budget status and responded to
committee inquiries. The Committee discussed the various un-committed budget balances
and gave staff direction on committee priorities.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER STACKHOUSE, CARRIED 7-0 to fund $18,000 for the large
downtown banner project.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT – Liaison Assignments
Chair Matteson reported out on the San Luis Obispo Museum of Art.
2. COMMITTEE OUTREACH UPDATE
Committee Member Lerian reported on serving on the artist jury for the recent San Luis
Obispo Art Museum art installation.
3. TBID BOARD REPORT – TBID Meeting Minutes: December 9, 2020
John Conner provided a brief overview of the TBID Board Meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:54 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, February 10, 2021 at 5:30 p.m., via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2020