HomeMy WebLinkAbout03-10-2021 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, March 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://slocity-org.zoom.us/j/96954886794?pwd=dEN0N2RPNDlDK2tKdDRVOHlMVVd2dz09
Telephone Attendee: +1 (669) 669-900-6833
Webinar ID: 969-5488-6794 Passcode: 779344
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 March 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, February 10, 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. FY 21-22 BUDGET PROCESS, CONSIDERATIONS & CONTRACT EVALUATION 20 mins
Staff will present the timeline and process for the development of the 2021-22 TBID program
operating budget and introduce the evaluation process for the existing contract commitments.
2. ELECTION OF CHAIR & VICE-CHAIR 5 mins
The committee will elect a Chair and Vice-Chair for the term of April 2021 to March 2022.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: March 3, 2021
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: March 4, 2021
4. PCC UPDATE – Meeting Minutes: February 10, 2021
5. VISIT SLO CAL UPDATE – Liaison Reports
6. TOURISM PROGRAM UPDATE – Staff Report
Tourism Business Improvement District Board Agenda for March 10, 2021 Page 3
ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for
Wednesday, April 14, 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 02/10/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, February 10, 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 February 10, 2021 at 10:13 a.m. held via teleconference by
Chair John Conner.
ROLL CALL
Present: Chair John Conner, Vice Chair Clint Pearce (arrived at 10:24 AM) and Members
LeBren Young-Harris, Pragna Patel-Mueller, David Smith and Natalie Ward
Absent: None
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 SMITH SECONDED BY BOARD MEMBER
YOUNG-HARRIS, CARRIED 5-0-1 (VICE CHAIR PEARCE ABSENT) TO APPROVE THE
CONSENT AGENDA ITEMS 1 THRU 6.
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
Tourism Manager Molly Cano presented a COVID-19 update to the TBID Board including the
status of the TBID marketing programs based on the current response tier and regulations.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 01/13/2021 Pg. 2
BUSINESS ITEMS
1. TBID BRAND IDENTITY PROJECT
Shyla Linder, Noble Studios, Jill Wieczorek, Noble Studios, and B.C. LeDoux, Noble Studios
presented 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 – Board Members provided updates.
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: February 3, 2021
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: February 4, 2021
4. PCC UPDATE – Chair Conner highlighted the PCC’s January 13, 2021 meeting.
5. VISIT SLO CAL UPDATE – Vice Chair Pearce provided an update.
6. TOURISM PROGRAM UPDATE – Staff Report from Tourism Manager Cano.
ADJOURNMENT
The meeting was adjourned at 11:08 a.m. The next Tourism Business Improvement District Board
meeting is scheduled for Wednesday, March 10, 2021 at 10:00 a.m. held remotely and via
teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/XXXX
FEB 2021
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 30.8 46.7 35.3 100.38 128.77 111.11 30.89 60.19 39.26 -44.3 -33.7 -40.7 -1.2 -10.9 -4.3 -45.0 -40.9 -43.3
City of Pismo Beach 38.4 76.3 49.2 119.19 188.00 149.68 45.75 143.53 73.69 -17.1 4.1 -8.9 4.3 9.2 9.4 -13.6 13.6 -0.3
City of San Luis Obispo 36.7 57.4 42.6 105.05 140.01 118.51 38.51 80.32 50.46 -31.3 -16.6 -26.3 -10.1 -13.0 -10.1 -38.2 -27.5 -33.7
City of Morro Bay 31.4 61.9 40.1 91.06 135.79 110.77 28.61 84.02 44.44 -25.8 -11.6 -20.2 4.3 4.8 6.4 -22.6 -7.4 -15.1
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 39.5 81.0 51.4 102.88 182.32 138.68 40.63 147.68 71.22 -24.6 81.0 51.4 -1.0 -13.2 -6.3 -25.4 -24.5 -24.9
City of Pismo Beach 49.8 87.3 60.5 130.17 265.74 186.01 64.86 231.89 112.59 -6.4 87.3 60.5 8.7 10.5 10.0 1.8 4.8 3.5
City of San Luis Obispo 42.6 83.8 54.4 110.17 190.83 145.69 46.92 159.93 79.21 -23.8 83.8 54.4 -7.9 -8.4 -5.7 -29.8 -15.5 -22.2
City of Morro Bay 41.9 79.9 52.7 94.19 198.36 139.31 39.42 158.56 73.46 -16.1 79.9 52.7 2.1 5.8 4.7 -14.3 -9.4 -11.4
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 53.6 65.4 57.0 121.43 149.63 130.67 65.09 97.80 74.44 -22.11 -7.70 -17.91 6.8 -2.2 4.4 -16.8 -9.7 -14.3
City of Pismo Beach 69.1 85.8 73.8 177.06 217.85 190.61 122.27 187.01 140.76 -0.42 8.17 2.28 21.0 13.0 18.4 20.5 22.2 21.1
City of San Luis Obispo 60.8 76.7 65.3 136.04 160.83 144.35 82.70 123.31 94.30 -15.00 0.03 -10.49 0.5 -7.2 -1.6 -14.6 -7.1 -12.0
City of Morro Bay 57.8 75.8 63.0 127.16 155.76 137.00 73.55 118.08 86.27 -8.73 1.19 -5.54 15.4 6.6 12.5 5.3 7.8 6.3
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 42.0 70.9 50.3 106.05 151.73 124.45 44.57 107.56 62.57 -32.10 -9.52 -24.51 -2.3 -1.3 0.6 -33.6 -10.7 -24.1
City of Pismo Beach 57.2 85.9 65.4 139.80 214.64 167.88 80.02 184.46 109.86 3.03 7.62 4.71 11.5 15.9 14.0 14.9 24.7 19.4
City of San Luis Obispo 46.1 72.6 53.7 116.08 162.97 134.20 53.53 118.35 72.05 -23.15 -7.75 -17.85 -6.9 -5.4 -4.8 -28.4 -12.7 -21.8
City of Morro Bay 46.3 77.0 55.1 100.41 156.61 122.86 46.50 120.64 67.68 -10.47 0.58 -6.36 2.8 7.6 6.4 -7.9 8.2 -0.3
Week of February 21, 2021 to
February 27, 2021
Week of February 14, 2021 to
February 20, 2021
Week of February 07, 2021 to
February 13, 2021
Week of Januray 31, 2021 to
February 06, 2021
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$ 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$ 211,531$ -56.7%
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 270,883$ -48.0%
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$ 3,212,266$ -49.0%
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 40.5 -34.7 130.45 124.24 -4.4 81.27 50.28 -37.6
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: 3/5/2021
TOT Comparison
*Figures from Smith Travel
Research Report
Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2021
PR Activity
Implementation/Proactive work
1)Attended Visit California’s virtual Outlook Forum
2)Continued planning Part 2 of the Think Differently series
3)Continued working with the City on the ‘Buy Local Bonus’program
4)Drafted ‘Meet Your Neighborhood Mother-Daughter Duo’Q&A for VisitSLO.com
5)Began planning with DCI and the City on a sustainability media event
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)Pitched SLO for a “Local Spring Breaks” lead in The New York Times through Visit SLO
CAL
2)Pitched Hotel Cerro, Madonna Inn & Apple Farm for a “Sexiest baths/bathing
experiences around the world” lead for Oyster.com
Partnerships
1)Shared Visit California content pitches with Visit SLO CAL for their pitching
2)Provided photo of Courtney Haile of R.A.C.E. Matters SLO with Visit CA for a post for
International Women’s Day
3)Met with AMF Media Group to discuss future opportunities to work together
4)Pitched the following content to Visit California:
a)Immersive Travel: How to really experience your destination
i)Slow Down in SLO
ii)New Pacificcaribbean Mural Exhibit at San Luis Obispo Museum of Art
iii)Experience a Drive-In Symphony in San Luis Obispo
iv)Light Up Downtown in San Luis Obispo continued through 2021
v)SLO Walking Food Tour
b)Socially Distanced Spring Blooms
i)View Wildflower Blooms in San Luis Obispo's Open Space
5)Pitched the following content to Central Coast Tourism Council:
a)San Luis Obispo Spring Events
i)SLO Repertory Theatre presents, The Intermission Show
ii)History Center of SLO County presents, Carnegie Lectures:The Quick and
the Dead
iii)Drive-In Symphony: Romantic Classics
iv)2021 San Luis Obispo Film Fest
v)Think Differently | Virtual Event Playbook
vi)Front Porch Community Nights
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2021
6)Pitched the following content to Visit SLO CAL:
a)SLO CAL in Bloom: Open space and Madonna Inn themed rooms
b)Spring Break Travel: Hotel Cerro Spring Break deals
c)Earth Day: Bike-friendly SLO
d)Moonlit Adventures: Sunset Drive-In
February 2020-21 YTD
UVPM 439,544,295 2,519,500,320
AD VALUE $132,349.30 $758,691.60
PLACEMENTS 14 103
Media Placements
1.NAPA VALLEY MAGAZINE,California Getaways
on a Tankful of Gas – San Luis Obispo &Print
RESULT: Media hosting
PILLAR: Cultural, Outdoor, Culinary, Beer/Wine
MENTIONS: Mission San Luis Obispo de Tolosa, Edna
Valley Vineyards, Novo Restaurant, Sidecar Cocktail
Company, Big Sky Café, Giuseppe’s Restaurant,
Buona Tavola, Mistura, The Creamery Marketplace,
Tolosa Vineyard, Chamisal Vineyard, Malene Wines,
Wolff Vineyards, Farmers’ Market, Terrace Hill Open
Space, Madonna Inn, Hotel Cerro, Brasserie SLO,
Hotel SLO, Ox + Anchor
UVPM: 36,000
2.FORBES,This Super Bowl Sunday, These Wacky New Beers Can Bring Some Off-Screen
Excitement
RESULT: Strategic partnership
PILLAR: Wine/Beer
MENTIONS: SLO Brew, Taco Works
UVPM: 33,730,000
AD VALUE: $38,794.19
3.VISIT CALIFORNIA,Relax and Recharge in California's Expansive Outdoor Spaces
RESULT: Partnership pitching
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2021
PILLAR: Outdoor, Cal Poly, Family
MENTIONS: Reservoir Canyon, Johnson Ranch, South Hills Open Space, Terrace Hill, Cal
Poly’s Design Village, Sinsheimer Park
UVPM: 1,000
4.VISIT CALIFORNIA,California Women Making their Mark
RESULT: Partnership pitching
PILLAR: Cultural
MENTIONS: Granada Hotel & Bistro, R.A.C.E. Matters SLO
UVPM: 1,000
5.TRIPSAVVY,The Best Staycation in Every State
RESULT: Strategic partnership
PILLAR: Outdoor, Wine/Beer, Culinary, Cultural
MENTIONS: Apple Farm Inn, Madonna Inn, Mission San Luis Obispo de Tolosa, Biddle
Ranch
UVPM: 2,090,295
AD VALUE: $513.25
6.LOVE EXPLORING,Untouched hotel rooms from the past you can stay in
RESULT: Ongoing media relationship
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 67,200,000
AD VALUE: $15,400.00
7.LOVE EXPLORING,Every state's most unique hotel stay
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 134,300,000
AD VALUE: $30,900.00
8.FODOR’S TRAVEL,10 Ridiculously Over-the-Top Maximalist Wonderlands
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 494,000
AD VALUE: $397.85
9.CHEAPISM,The most underrated towns in America
PILLAR: Cultural, Outdoor, Beer/Wine
MENTIONS: Cal Poly
UVPM: 201,500,000
Report to City of SLO – TBID and PCC
Public Relations Contract
February 2021
AD VALUE: $46,300.00
10.TRAVEL AWAITS,6 Beautiful U.S. Train Journeys That Won’t Cost A Fortune
PILLAR: Cultural
MENTIONS: Coast Starlight
UVPM: 131,000
AD VALUE: $30.15
11.MR HUDSON,The best weekend trips from San Francisco for gay travellers
PILLAR: Cultural, Culinary, Beer/Wine
MENTIONS: Farmers’ Market, Madonna Inn, Fremont Theatre
UVPM: 2,000
AD VALUE: $0.44
Community events:
12.NEW TIMES,The San Luis Obispo International Film Festival goes virtual March 9 to 14
PILLAR: Cultural, Cal Poly, Family
UVPM: 41,000
AD VALUE: $9.32
13.KCBX,Central Coast Voices: Shining a light on the joy of cinema
PILLAR: Cultural, Family
UVPM: 7,000
AD VALUE: $1.68
14.THE PASO ROBLES PRESS,SLO Botanical Garden: Capturing California’s Flowers: Natural
History in the Digital Age
PILLAR: Cultural, Cal Poly, Family
UVPM: 11,000
AD VALUE: $2.42
Report to City of SLO – TBID
Guest Services Contract
February 2021
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Feb.
2020
Feb.
2021
Calls to
1-877-SLO-TOWN
27 46 34 24 186 131
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Feb.
2020
Feb.
2021
Email Response 26 25 25 23 63 99
Phone Calls to
Hotels
71 87 81 76 205 315
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Feb.
2020
Feb.
2021
Visitors Served
(walk-ins)
1,013 1,121 1,280 1,035 5,577 4,449
Guests Served
(via phone and
digitally)
621 522 528 812 1,087 2,476
Hotel Rooms
Referred
312 402 497 420 1,849 1,631
Agency Report · February 2020
SLO-TBID
Agency Repor t
February Activity & Performance
What’s Ahead:
●Jan-Mar. 2020 Marketing Plan:
https://docs.google.com/spreadsheets/d/1NIpF7xipyZ3SOA7EWG8vIYWr1CvsXIdSXfQXnkK
Aaik/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:
○March Newsletter: Springtime in SLO
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased month-over-month by 36% but was down 25% year-over-year.
Organic hotel partner referrals increased 122% (91 vs 41), Book Now increased 171% (19 vs 7) and
Homestay referrals increased 33% (12 vs 9) month-over-month.
Organic rankings are not updated for February until the 5th day of the month, so we can see that
January saw an increase of 3% in page 1 organic keywords ranking on the search engine results
page. In February, we saw additional positive MoM growth for many of the pages we have optimized
including: 80% increase to the Homepage, 53% increase to Things to Do, 45% to Downtown SLO,
157% increase to SF to SLO Weekend Trip and 118% increase to Hiking.
○Technical SEO Optimizations made:
■Outdoor Activities Template Updated
■Redirection Plugin Updated
■Broken Internal Images Fixed
Blog Posts (2 per month)
Completed:
●Blog #1: Best activities for a safe & fun-filled Spring in SLO
●Blog #2: An Open Door to Outdoor Adventure in SLO
2
Website
The website saw a 267% increase in sessions PoP and a 40% increase YoY; for a total of 33,842
sessions and 28,941 new users in February. From an engagement perspective, bounce rate
increased by 11%, pages/session and average session duration decreased by 12% and 33%
respectively due to the significant increase in paid traffic.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
●Ad Hoc Items
○Posted 2 Business Feature blogs:
■Meet Your Neighborhood Music Store | Q&A with Dan & Kathy of Grand
Central Music
■Meet Your Neighborhood Mother-Daughter Duo | Q&A with Natalie & Laura of
Apropos
Social Media Management
Across all platforms (Facebook, Twitter, Instagram),@ShareSLO has a total audience of 123,800
and has posted a total of 75 times on all platforms combined throughout the month of February.
The total number of engagements across all channels is 10,812 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 February. 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 February 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: Buy Local Bonus, mid-week inspo and
teasing weekend to-do’s.
●DCI created specific posts for Valentine’s Day, Buy Local Bonus, and the Tunnel of Love
installation.
3
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:
●Budget Travel: Molly O'Brien, The Most Under-the-Radar West Coast U.S. Second Cities to
Plan a Getaway
●New York Amsterdam News: Sheryl Nance Nash, Under the Radar Wine Regions
Influencer Partnerships (5 partnerships in 2020-21)
●Completed: Developed Most Wanted Influencer List for approval
●In progress: Revisited the opportunity with Kelly Rizzo of Eat Travel Rock for April travel and
provided details to SLOTBID for approval. Other influencer partnerships on hold.
DCI 2020-2021 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1qZynr7KmlnMxm3rI2hoTUbj7uIdEc2uA_j4HNTlcl
ec/edit?usp=sharing
Paid Media
Paid search drove 16,019 impressions, 1,323 clicks,a 8.26% CTR and 1,259 sessions while driving
98 Book Now Conversions, 275 hotel referrals and 3 homestay referrals.
4
Paid social drove 1,705,835 impressions, 428,282 users reached and 16,639 clicks across
Facebook, Instagram and Pinterest with a 1.18% CTR for FB/Insta and .51% on Pinterest for 9,644
sessions while driving 6 Book Now Conversions, 26 hotel referrals and 12 homestay referrals.
Display drove 4,914,811 impressions, 10,131 clicks,a .21% CTR and 11,291 sessions while driving
5 Book Now Conversions, 20 hotel referrals and 5 homestay referrals.
●Proactively monitored and optimized paid media placements ($35,512.38 spend)
●Ran creative testing on Display and Paid Social between two verbiages and three
images
●Scheduled meeting with VCA to discuss Expedia Match program
5
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
Wednesday, March 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: 10:36 a.m.
BUSINESS ITEMS
1. Travel Sentiment Snapshot
Noble Studios presented an update on the travel sentiment status for the committee’s review. The
committee discussed the current trends their properties are experiencing for insights into the local
market activity.
ACTION: By consensus, the marketing committee directed the marketing agency to evaluate the
addition of the 65+ demographic within the TBID target markets.
2. Paid Media Performance Snapshot
Noble Studios presented an update on the paid media efforts for the committee’s review. While the
micro-campaign is performing well, the committee discussed the timing to reactive the SLO Ready
campaign.
ACTION: By consensus the marketing committee directed the marketing agency to reactive the
SLO Ready campaign in approximately 2-3 weeks as long as the case and tier data supported the
change.
3. SLO TBID Strategic Plan Assignments
Staff reviewed the strategic plan assignments for marketing committee and the committee
discussed the work plan implementation and objective priorities.
4. New Business Items
a. Committee Discussion - none
b. Future Agenda Items- none
c. Next Regular Meeting Date: Wednesday, May 5, 2021 at 10:30 a.m.
Meeting was adjourned at 11:35 a.m.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, March 4, 2021 at 10:30 a.m.
Teleconference via Zoom
BOARD MEMBERS PRESENT: John Conner, Pragna Patel-Mueller and David Smith
BOARD MEMBERS ABSENT: None
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:31 am
BUSINESS ITEMS
1. Proposed Cal Poly Economic Impact Assessment Study
Staff introduced the cooperative Cal Poly Economic Impact Assessment study led by Visit
SLO CAL in partnership with the City of SLO and Cal Poly.
2. FY 2021-22 Budget Process
Staff presented the budget timeline and process - including contractor evaluation as
discussed at the prior meeting - for the committee’s review and discussion. The committee
began to discuss the budget considerations.
3. New Business Items
a. Committee Discussion- none.
b. Future Agenda Items – none.
c. Next Regular Meeting Date: Thursday, May 6, 2021 at 10:30 am
Meeting was adjourned at 11:05 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 CONNER, SECONDED BY VICE
CHAIR THOMAS, CARRIED 7-0 to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on January 13, 2021
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 Modified GIA Marketing Support Report
C.6 TOT Report
C.7 Modified GIA Program: Grant Recommendation Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of February 10, 2021 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY REPORT
SLO Chamber of Commerce representatives, Jacqui Clark-Charlesworth 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
Tourism Manager Molly Cano presented an update on the Support Local Program.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER WELCH, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 7-0 to approve $5800 in additional funding
for the Support Local industry vignette videos as presented.
2. DOWNTOWN SLO BEAUTIFICATION PROJECTS
Bettina Swigger, CEO of Downtown SLO, presented a partnership proposal for beautification
efforts in the downtown activating vacant windows.
Public Comment
Katy McGrath
Dusty Colyer-Worth
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY
COMMITTEE MEMBER LERIAN, CARRIED 7-0 to approve $10,900 in funding for partnering
with Downtown SLO on activating vacant windows projects.
3. MODIFIED CULTURAL GIA PROGRAM AMENDMENT
Chair Dana Matteson and Tourism Manager Molly Cano presented program adjustments to the
current modified cultural GIA program.
Public Comment
DRAFT Minutes – Promotional Coordinating Committee Meeting of February 10, 2021 Page 3
Dusty Colyer-Worth
Bettina Swigger
Katy McGrath
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER STACKHOUSE, CARRIED 7-0 to approve $50,000 from GIA budget
for Plaza Partnership activations, and pilot with SLOMA for April and Downtown SLO for May
and have the subcommittee create the application and make the selections of non-profit partners
to the remaining months.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT –
Member Lerian reported out on SPOKES event.
2. COMMITTEE OUTREACH UPDATE
Chair Matteson updated the Committee on the recruitment process.
3. TBID BOARD REPORT – TBID Meeting Minutes: February 10, 2021
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 7:18 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, March 10, 2021 at 5:30 p.m., via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021