HomeMy WebLinkAbout05-12-2021 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, May 12, 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/94483737637?pwd=Mmw3R0NZSDB4ejNEWjVkdjAzUlg0UT09
➢ Webinar ID: 944 8373 7637 Passcode: 924907
➢ Telephone Attendee: +1 (669) 669-900-6833
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.
CALL TO ORDER Chair John Conner
Tourism Business Improvement District Board Agenda for May 12, 2021 Page 2
ROLL CALL : Chair John Conner, Vice Chair LeBren Harris and members Pragna Patel-Mueller,
Natalie Ward, David Smith, Stephanie Bolles and Matt Wilkins
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, April 14, 2021
C.2 Minutes of Special Meeting on Wednesday, April 19, 2021
C.3 Smith Travel Report
C.4 Transient Occupancy Tax (TOT) Report
C.5 Chamber Public Relations Monthly Report
C.6 Chamber Guest Services Monthly Report
C.7 Noble Studios & DCI Marketing Monthly Report
BUSINESS ITEMS
1. ROLL OUT THE BARRELS SPONSORSHIP 10 mins
As recommended by the Marketing Committee, the Board will review the sponsorship for SLO Coast
Wine Collective in the amount of $3000 for the advertising of Roll Out the Barrels from the FY20-21
contingency budget.
2. MARKETING AGENCY AD HOC HOURS FOR CALIFORNIA NOW 20 mins
Noble Studios will present a request for additional budget allocation from the FY20-21 contingency
budget for the implementation of the California Now stories opportunity offered by Visit California.
3. LOCAL/VISITOR SENTIMENT SURVEY OPTIONS 20 mins
The Board will receive a proposal from Noble Studios for research studies for local sentiment, visitor
awareness and visitor perception in alignment with the TBID Strategic Plan.
4. SLO CHAMBER CONTRACT PROPOSALS 30 mins
The Board will receive the contract proposal presentation from the SLO Chamber for Public
Relations Support and Guest Services.
5. CAL POLY ATHLETICS STRATEGIC PARTNER PROPSAL 15 mins
As recommended by the Management Committee, the Board will receive and discuss the strategic
sponsorship opportunity with Cal Poly Athletics.
6. FY 2021-22 TBID BUDGET PRIORITIES & CONSIDERATIONS 20 mins
Management Committee and staff will present the FY 2021-22 budget approach to the Board for
discussion.
Tourism Business Improvement District Board Agenda for May 12, 2021 Page 3
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: May 5, 2021
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: May 6, 2021
4. PCC UPDATE – Meeting Minutes: April 14, 2021
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 , June 9, 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 4/14/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, April 14, 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 April 14, 2021 at 10:03 a.m. held via teleconference by Chair
John Conner.
ROLL CALL
Present: Chair John Conner, Vice Chair LeBren Harris and members Pragna Patel-Mueller, David
Smith, Natalie Ward (arrived at 10:12 AM) Stephanie Bolles and Matt Wilkins
Absent: Matt Wilkins
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Stewart
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 PATEL-MUELLER, CARRIED 5-0-2 (MEMBERS WARD AND WILKINS
ABSENT) TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7.
C.1 Minutes of Meeting on Wednesday, March 10, 2021
C.2 Minutes of Special Meeting on Wednesday, March 31, 2021
C.3 Smith Travel Report
C.4 Transient Occupancy Tax (TOT) Report
C.5 Chamber Public Relations Monthly Report
C.6 Chamber Guest Services Monthly Report
C.7 Noble Studios & DCI Marketing Monthly Report
PRESENTATIONS
1. NEW BOARD MEMBER INTRODUCTIONS
Board members introduced themselves and welcomed new board member Bolles who also introduced
herself.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/14/2021 Pg. 2
2. MARKETING SERVICES QUARTER REPORT
Representatives from Noble Studios and DCI presented the third quarter report for the marketing
activities for the SLO TBID. Additionally, board members shared current insights and trends that they
are seeing at their own properties.
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Representatives from the SLO Chamber presented the third quarter report for the Public Relations and
Guest Services activities with the SLO TBID.
BUSINESS ITEMS
1. FY 21-22 BUDGET DIRECTION & CONTRACT EVALUATIONS
Tourism Manager Cano presented the timeline and process for the development of the 2021-22 TBID
program operating budget and introduced the evaluation process for the existing contract commitments.
Board members discussed different programs that they would like to see considered in the next
budget and suggested that the management committee form actuals for consideration at the
May meeting. Tourism Manager informed members that a survey will be launched for
contractor evaluations.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
2. DISCOVER SLO BROCHURE BUDGET
Staff presented and requested the allocation of $7,500 to fulfill the Discover SLO brochure needs for
Certified Folder and to use throughout the summer. Tourism Manager Cano reminded the board that
reprinting brochures was not in the budget for FY 2020-21, but it would be best to pull from the
contingency budget line item. Board members discussed that they would like to see a redesign for the
next reprint, but to use the current design for this requested reprint.
ACTION: MOTION BY BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD
MEMBER WARD, CARRIED 6-0-1 (MEMBER WILKINS ABSENT) to move forward with the
reprint of the current brochure for $7,500 and to pull from the contingency line item.
ACTION: MOTION BY BOARD MEMBER SMITH SECONDED BY BOARD MEMBER
WARD, CARRIED 6-0-1 (MEMBER WILKINS ABSENT) for staff to seek options and present
a quote for a redesign of the Discover SLO Brochure including a QR code.
3. LIAISON ASSIGNMENTS
Staff reviewed the liaison assignments and provided board members with updated liaison
assignments. Staff was directed to make warm introductions for new liaison assignments and to
remake introductions between to current liaisons.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/14/2021 Pg. 3
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – None.
2. MARKETING COMMITTEE UPDATE – None.
3. MANAGEMENT COMMITTEE UPDATE – None.
4. PCC UPDATE – Chair Conner highlighted the PCC’s March 10, 2021 meeting.
5. VISIT SLO CAL UPDATE – Chair Conner and Tourism Manager Cano provided an update.
6. TOURISM PROGRAM UPDATE – Tourism Manager Molly Cano provided an update
highlighting the communication for hospitality days, potential guidance for gatherings, recent
Cal Poly Open House presentation and an update for Cal Poly’s virtual graduation taking place
on June 12, 2021. Finally, Cano reminded members of upcoming dates including a special
meeting with Coraggio Group on Monday, April 19, 2021.
ADJOURNMENT
The meeting was adjourned at 12:00 pm The next Tourism Business Improvement District Board
meeting is scheduled for Wednesday, May 12, 2021 at 10:00 a.m. held remotely and via
teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD:
XX/XX/XXXX
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 04/19/21 Pg. 1
DRAFT Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Monday, April 19, 2021
Special Teleconference Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The special teleconference meeting of the San Luis Obispo Tourism Business Improvement District Board
was called to order on April 19, 2021 at 2:09 p.m. at via Zoom by Vice Chair LeBren Harris.
ROLL CALL
Present: Chair John Conner, Vice Chair LeBren Harris and members Pragna Patel-Mueller, Natalie
Ward, David Smith (arrived at 2:22 p.m. and departed at 2:28 p.m.) and Stephanie Bolles
Absent: Matt Wilkins
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Stewart
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
--End of Public Comment--
BUSINESS ITEMS
1. Organizational Resilience Plan Recap
Matthew Landkamer from Coraggio Group and Laura Libby from Miles Partnership reviewed the
Organizational Resilience Plan survey results and findings with the TBID. Highlights included the SLO
TBID scoring highest on the “Team” segment and scoring lowest on “Visitors” and reviewing the
strengths and critical gaps.
Public Comment
None
---End of Public Comment---
ACTION: No action taken
ADJOURNMENT
The meeting was adjourned at 2:58 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, May 12, 2021 at 10:00 a.m. held remotely and via teleconference.
April 2021
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 74.5 84.1 77.2 120.14 192.93 142.77 89.54 162.17 110.29 371.8 763.2 449.2 33.2 91.5 54.7 528.3 1553.4 749.5
City of Pismo Beach 88.1 91.7 89.1 210.75 281.81 231.64 185.66 258.55 206.49 645.5 663.8 650.8 113.5 113.1 113.7 1492.0 1527.4 1504.5
City of San Luis Obispo 86.3 91.4 87.7 142.24 218.62 164.97 122.71 199.79 144.73 477.1 579.2 503.2 66.6 122.7 86.3 861.7 1412.7 1023.6
City of Morro Bay 85.8 88.6 86.6 139.90 213.50 161.42 119.97 189.10 139.72 440.9 491.0 454.1 92.1 175.1 118.0 939.3 1525.9 1108.0
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 73.3 94.3 79.3 125.52 214.15 155.63 92.00 201.88 123.39 420.0 740.9 497.5 37.6 125.0 68.8 615.3 1792.0 908.5
City of Pismo Beach 80.1 92.8 83.8 228.04 312.86 254.89 182.76 290.31 213.49 682.1 680.2 681.5 132.4 152.7 139.9 1717.8 1871.7 1774.6
City of San Luis Obispo 78.9 91.1 82.4 151.96 224.50 174.88 119.85 204.46 144.03 419.6 547.2 454.1 77.2 132.5 97.2 820.8 1405.0 992.9
City of Morro Bay 74.8 89.2 78.9 144.22 220.99 169.02 107.88 197.21 133.41 426.4 519.5 453.2 107.7 195.2 138.0 993.0 1728.8 1216.8
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 66.1 88.2 72.4 121.74 211.04 152.80 80.51 186.07 110.67 286.1 571.4 353.0 42.7 119.4 73.9 451.1 1372.8 687.9
City of Pismo Beach 54.5 85.8 63.5 182.22 296.12 226.22 99.38 254.14 143.60 322.1 305.8 315.7 81.4 127.1 101.5 665.7 821.7 737.4
City of San Luis Obispo 58.2 84.1 65.6 136.96 215.95 165.91 79.70 181.72 108.85 246.7 388.0 287.9 56.5 103.8 78.6 442.6 894.5 592.8
City of Morro Bay 54.3 81.8 62.2 126.53 213.46 159.19 68.75 174.55 98.98 232.2 332.0 263.8 81.2 180.1 121.6 502.1 1110.3 706.2
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 66.9 85.9 72.3 122.37 218.78 155.10 81.83 188.02 112.17 258.0 408.2 297.9 38.0 109.5 67.0 394.0 964.5 564.5
City of Pismo Beach 58.0 81.5 64.7 180.09 290.56 219.82 104.52 236.79 142.31 199.8 106.8 158.0 72.9 99.2 78.9 418.2 311.8 361.5
City of San Luis Obispo 54.6 79.4 61.7 135.43 212.66 163.84 73.89 168.85 101.02 196.1 225.0 206.1 48.3 91.8 67.0 339.2 523.3 411.3
City of Morro Bay 54.9 77.8 61.5 126.96 213.18 158.14 69.75 165.89 97.22 158.0 127.3 146.0 79.1 132.5 100.1 362.1 428.3 392.2
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 64.6 88.0 71.3 120.26 217.33 154.49 77.68 191.17 110.11 203.2 327.1 237.7 38.5 114.7 70.1 319.9 817.2 474.3
City of Pismo Beach 57.0 83.8 64.7 164.59 272.46 204.53 93.85 228.33 132.28 102.9 103.4 103.1 44.8 61.2 52.5 193.7 227.9 209.6
City of San Luis Obispo 58.6 82.4 65.4 131.23 213.90 160.99 76.88 176.17 105.25 144.8 167.7 152.1 41.2 83.7 59.2 245.7 391.8 301.4
City of Morro Bay 54.1 80.7 61.7 125.67 210.38 157.32 68.01 169.80 97.09 103.7 133.5 112.1 64.9 94.2 78.2 235.9 353.6 277.9
Week of April 25, 2021 to May 1,
2021
Week of April 18, 2021 to April 24,
2021
Week of April 11, 2021 to April 17,
2021
Week of April 4, 2021 to April 10,
2021
Week of March 28, 2021 to April 3,
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
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$ 535,638$ -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$ 622,435$ -24.7%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,475$ -8.3%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 626,320$ -12.0%
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 420,171$ -29.2%
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 233,987$ -52.1%
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 300,504$ -42.3%
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 425,501$ -28.6%
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ 614,863$ 129.0%
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$ 4,439,893$ -29.4%
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 63.5 54.4 -14.4 145.70 138.33 -5.1 92.48 75.18 -18.7
March 33.6 66.7 98.4 130.78 144.67 10.6 44.00 96.55 119.4
April 17.7 95.53 16.95
May 34.5 119.15 41.15
June 49.3 152.80 75.39
Total/Average 57.47 60.13 -20.5 144.23 164.66 -2.0 86.78 98.99 -21.7 Updated: 4/19/2021
TOT Comparison
*Figures from Smith Travel
Research Report
Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2021
PR Activity
Implementation/Proactive work
1)Partnered with DCI to host Sustainable SLO media event
2)Connected with influencers Catarina Mendoza and Brandon Au on revisiting SLO
3)Worked with Chamisal and Karson Butler Events to curate media gift boxes for
Sustainable SLO media event
4)Pitched SLOMA’s Plaza Pop-Up to regional media
5)Sent May community events release to regional media
6)Drafted ‘Meet Your Neighborhood Fair Trade Market’Q&A for VisitSLO.com
7)Drafted ‘Meet Your Neighborhood Cycling Baker ’ Q&A for VisitSLO.com
8)Continued working with the City on the ‘Buy Local Bonus’program
9)Continued working on the Plaza Pop-Ups pilot program
10)Continued planning freelancer Tanvi Chheda’s rescheduled visit to SLO
11)In partnership with Mindbody, began planning micro-influencer Jacki Carr’s rescheduled
visit to SLO
12)Continued working with Verdin on Support Local Campaign and implementation
13)Continued working with the City and Noble Studios on overall tourism marketing
campaign
Responsive leads
1)Provided photos to freelancer, Barbara Beckley for story in Travelscope Magazine
2)Worked with TBID constituents and SLO CAL to gather pitches for Mother ’s Day Specials
and Packages to Budget Travel and Outdoor spa treatments to Orbitz
3)Pitched SLO Pickleball Courts for a story on pickleball courts along Highway 1 via SLO CAL
Partnerships
1)In partnership with Hotel SLO, hosted and coordinated SLO itinerary for freelancer,
Amber Gibson on assignment for Fodor ’s
2)In partnership with SLO CAL, hosted and coordinated SLO stay and meals for freelancers,
Chadner Navvaro &Alex Schecter
3)In partnership with Hotel Cerro & Garden Street Inn,hosted Fodor ’s writer Cheryl
Crabtree
4)In partnership with SLO CAL, coordinated stay at Madonna Inn for freelancer Allison
Tibaldi on assignment for Business Insider
5)Coordinated post-visit interview for Chelsie Davies working on articles for Forbes
6)Pitched the following content to Visit California:
a)Memorial Day Getaway & Deals
i)Uncork and Explore Safely in San Luis Obispo
b)Culture-Filled Getaways
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2021
i)Experience Romeo and Juliet Drive-In Style in San Luis Obispo
ii)Experience Mission Plaza
Pop-Ups in San Luis Obispo
c)See Yourself Outside
i)Visit SLO and Support
Black and Minority-Owned
Businesses
April 2020-21 YTD
UVPM 61,716,400 3,148,950,805
AD VALUE $48,968.71 $940,734.04
PLACEMENTS 22 139
Media Placements
1.THE TRIBUNE,Walk ‘Through the Flowers’ at
Mission Plaza’s first monthly art pop-up
RESULT: Proactive pitching
PILLAR: Support Local
UVPM: 146,000
AD VALUE: $67.27
2.KSBY,'Through the Flowers' art project featured
in downtown San Luis Obispo
RESULT: Proactive pitching
PILLAR: Support Local, Cultural
UVPM: 207,400
AD VALUE: $47.69
3.ORGANIC AUTHORITY,Here’s Your Weekend
Getaway in SLO: Local Wine, Artisanal Cheese &
Farm Fresh Eats
RESULT: Partnership hosting
PILLAR: Outdoor, Cultural, Beer/Wine, Culinary
MENTIONS: Hotel Cerro, Garden Street Inn, Wolff,
Tolosa, Baileyana, Tangent, and True Myth
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2021
Winery, Mistura, Farmhouse Corner Market, Sidecar Cocktail Co., Sloco Health +
Wellness
UVPM: 102,000
4.NEWS BREAK,The Best Coffee Shops in San Luis
Obispo
RESULT: Partnership hosting
PILLAR: Culinary
MENTIONS: Hotel Cerro, Hotel SLO, Scout Coffee,
Kin Coffee Bar, Kreuzberg California, Active Coffee
Co, Creamery Marketplace, Joliene Bakery,
Linnaea’s Cafe
UVPM: 7,600,000
AD VALUE: $1,750.54
5.IOWA CITY PRESS-CITIZEN,With vaccinated
grandparents, skip-gen vacations are gaining popularity.Here's what to consider
RESULT: Strategic partnership
PILLAR: Family
MENTIONS: Doc Burnstein’s Ice Cream Lab
UVPM: 30,100,000
AD VALUE: $30,800.00
6.LOS ANGELES TIMES,Looking for an adventure? Cruise Palm Springs or visit some
well-traveled ‘moon trees’
PILLAR: Cultural
UVPM: 11,560,000
AD VALUE: $13,291.83
7.HGTV,Pacific Coast Highway Road Trip Tips
PILLAR: Cultural
MENTIONS: Madonna Inn, Cal Poly
UVPM: 3,410,000
AD VALUE: $783.72
8.NAPA VALLEY REGISTER,Road Trips: A rejuvenating loop through South California
RESULT: Partnership hosting
PILLAR: Cultural, Culinary, Beer/Wine
MENTIONS: Hotel SLO, Mission San Luis Obispo
UVPM: 98,000
AD VALUE: $44.95
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2021
9.LUXURY TRAVEL MAGAZINE,Reintroducing High Bar, Hotel SLO's Newest Open Air
Venue in San Luis Obispo
RESULT: Partnership pitching
PILLAR: Beer/Wine, Culinary, Outdoor, Cultural
MENTIONS: Hotel SLO, Mission San Luis Obispo
UVPM: 15,000
AD VALUE: $3.40
10.MOVIEMAKER,50 Film Festivals Worth the Entry Fee in 2021, Presented by FilmFreeway
PILLAR: Cultural
MENTIONS: San Luis Obispo International Film Festival
UVPM: 62,000
AD VALUE: $14.18
11.PLANET WARE,Where to Stay in San Luis Obispo: Best Areas & Hotels
PILLAR: Cultural, Family
MENTIONS: Mission San Luis Obispo de Tolosa, Bubblegum Alley, San Luis Obispo
Museum of Art, Fremont Theater, Granada Hotel and Bistro, SLO Brew Lofts, Quality
Suites, The Kinney, Madonna Inn, San Luis Creek Lodge,Courtyard Marriott, Avenue Inn,
Rose Garden Inn, Best Western Plus Royal Oak
UVPM: 108,000
AD VALUE: $248.29
12.TRAVEL WITH GRANT,Stay at this Cool College-Themed Hilton Hotel in San Luis Obispo
PILLAR: Cultural, Cal Poly
MENTIONS: The Kinney, Cal Poly
UVPM: 27,000
AD VALUE: $6.18
13.KCBX,Downtown SLO farmers’ market reopens May 6 with changes
RESULT: Partnership pitching
PILLAR: Cultural, Culinary, Family
MENTIONS: Farmers’ Market
UVPM: 7,000
AD VALUE: $1.68
14.PASO ROBLES DAILY NEWS,SLO Farmers’ Market to return in modified format beginning
May 6
RESULT: Partnership pitching
PILLAR: Cultural, Culinary, Family, Support Local
MENTIONS: Farmers’ Market, May Flower Initiative
UVPM: 36,000
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2021
AD VALUE: $8.27
15.VAAJU,San Luis Obispo’s Farmers’ Market Center announces reopening plans
RESULT: Partnership pitching
PILLAR: Cultural, Culinary, Family
MENTIONS: Farmers’ Market
UVPM: 8,000
AD VALUE: $1.82
16.KEYT,Downtown SLO Farmers’ Market returning in May
RESULT: Partnership pitching
PILLAR: Cultural, Culinary
MENTIONS: Farmers’ Market
UVPM: 131,000
AD VALUE: $30.15
17.KSBY,Flights to Portland, San Diego available soon out of San Luis Obispo
UVPM: 7,800,000
AD VALUE: $1,800.00
18.AVIATION PROS,Alaska Airlines Launches Two Daily Nonstop Flights from San Luis
Obispo
UVPM: 104,000
AD VALUE: $23.90
19.THE TRAVEL,This Is What It's Like To Stay At The Madonna Inn, With Over 100 Themed
Rooms To Choose From
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 195,000
AD VALUE: $44.84
20.THE DRUNKEN CYCLIST,Catching Up with the Godfather–Part 2
PILLAR: Beer/Wine
MENTIONS: Stephen Ross Wine Cellars
21.FIND YOUR PARADISE,15 Places to Celebrate Earth Day Around the Globe
PILLAR: Cultural, Family
MENTIONS: Earth Day Alliance
22.LIVE AND LET’S FLY,MY CALIFORNIA ROAD TRIP FROM LOS ANGELES TO BIG SUR
PILLAR: Cultural
Report to City of SLO – TBID and PCC
Public Relations Contract
April 2021
MENTIONS: Apple Farm
Report to City of SLO – TBID
Guest Services Contract
April 2021
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Apr.
2020
Apr.
2021
Calls to
1-877-SLO-TOWN
36 31 41 38 136 146
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Apr.
2020
Apr.
2021
Email Response 24 26 25 25 95 100
Phone Calls to
Hotels
81 84 67 73 311 305
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Apr.
2020
Apr.
2021
Visitors Served
(walk-ins)
1,008 1,127 1,579 1,793 n/a 5,257
Guests Served
(via phone and
digitally)
608 581 642 534 1,763 2,100
Hotel Rooms
Referred
408 412 377 380 n/a 1,577
Agency Report · April 2021
SLO-TBID
Agency Repor t
April Activity & Performance
What’s Ahead:
●April-June 2021 Marketing Plan:
https://docs.google.com/spreadsheets/d/1NIpF7xipyZ3SOA7EWG8vIYWr1CvsXIdSXfQXnkK
Aaik/edit?usp=sharing
Paid Media
Paid search drove 29,296 impressions, 2,632 clicks (a 24% increase MoM), a 8.98% CTR (a 4%
increase MoM) and 2,550 sessions while driving 202 Book Now Conversions (57% increase MoM),
535 hotel referrals (29% increase MoM) and 12 homestay referrals (20% increase MoM)at a 3%
increase in cost.
Paid social drove 1,567,744 impressions, 247,056 users reached and 17,527 clicks across
Facebook, Instagram and Pinterest with a 1.51% CTR (54% increase MoM) for FB/Insta and .4% on
Pinterest for 5,141 sessions while driving 3 Book Now Conversions, 7 hotel referrals and 1
homestay referrals.
Display drove 2,652,401 impressions, 16,147 clicks (a 5% increase MoM), a .61% CTR (a 57%
increase MoM) and 18,810 sessions while driving 2 Book Now Conversions, 6 hotel referrals and 2
homestay referrals at a 1% decrease in cost.
●Proactively monitored and optimized paid media placements ($41,534 spend)
●Launched SLOReady campaigns on all platforms
●Launched Expedia campaign
Email Marketing
Newsletters (1 per month)
●On-going: Revise the automated “welcome” newsletter as needed
●Completed:
○April Newsletter (4/7)
■20.1% Open Rate, 1.2% Click Rate
■21% of unique clicks on “Oh-SLO-Sustainable Wine Tour”
○May Newsletter (4/28)
2
■20.1% Open Rate, 1.5% Click Rate
20% of unique clicks were on “Staying Forever Young in SLO”
●Upcoming:
○June Newsletter (End of May)
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased period-over-period by 6% and increased 184% year-over-year.
Organic hotel partner referrals decreased 7% (123 vs 135), Book Now increased 56% (25 vs 16) and
Homestay referrals decreased 5% (19 vs 20) period-over-period (April 1-30,2021 vs March 2-31,
2021). We saw a 7% decrease in Avg Session Duration,a 2% increase in bounce rate and a 3%
decrease in pages per session PoP and 24% increase in Avg Session Duration, a 10% decrease in
bounce rate and a 17% increase in pages per session YoY for organic search.
April remained steady on overall keyword rankings on the search engine results page. In April, we
saw additional positive MoM growth for many of the pages we have optimized including: 200%
increase to Where is San Luis Obispo, 73% to Biking,43% increase to Hiking, 19% increase to
Restaurants and 7% increase to Hotels.
●SEO Optimizations created:
○Breweries in SLO
○Mission San Luis De Tolosa
○Pacific Coast Highway
○Wineries
●Technical SEO Optimizations
○Fixing Broken Images
Blog Posts (2 per month)
Completed:
●Blog #1: Staying Forever Young in SLO
●Blog #2: Where to Stop, Sip, and Stay on Your Highway 1 Roadtrip
Website
The website saw a 1% increase in sessions period-over-period (April 1-30,2021 vs March 2-31, 2021)
and a 464% increase YoY; for a total of 43,075 sessions and 34,156 new users in April. From an
engagement perspective, bounce rate decreased by 2%,pages/session and average session
duration increased by 3% and 9% (:48 vs :44) respectively PoP.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
3
●Ad Hoc Items
○Posted Business Feature blog:
■Meet Your Neighborhood Climbing Gym | Q&A with Kristin Horowitz of The
Pad Climbing
■Meet Your Neighborhood Fair Trade Market | Q&A With Lynanne Wiest Of
Humankind Fair Trade
Social Media Management
Across all platforms (Facebook, Twitter, Instagram),@ShareSLO has a total audience of 124,100+
on all platforms combined throughout the month of April. The account with the most engagement
rate is Instagram. We implemented a Linktr.ee to host all links from Instagram and give people more
ways to access SLO content. There was a slight decrease in followers on Twitter and Facebook vs.
last month, but we have seen increased reach and impressions on Twitter.
Social Media Posting & Engagement
●Noble Studios created social posts, posted content,and consistently engages with other
accounts every day throughout the month of April.Posts aligned with brand messaging and
local events/initiatives across all three social platforms:Facebook, Instagram, and Twitter:
https://docs.google.com/spreadsheets/d/1z5SNizv1EyGR0vdXyIAH-dCdPu9lJgCL_n4i7SLB
Ckg/edit
●Noble Studios revised the social content calendar for March 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
●Noble Studios created posts to promote the recently created blog posts, as well as share
local events such as the April and May Pop-Ups in Mission Plaza.
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: Four 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)
4
●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)
●Sustainable Transportation (In progress)
●Food and beverage sustainability (In progress)
●Sustainability/Carbon Neutral 2035 (In progress)
●Sustainable wine trail (In progress)
●Road Tripping (sustainably) in SLO (To come)
Ongoing Media Conversations:
●Barron's Penta, Tracy Kaler, Art Hotels
●FamilyVacationist, Megan duBois, Best Foodie Hotels
●La La Scoop: Scott Bridges, Sustainable ideas/possible press trip
●Kathleen Willcox: Freelance, Sustainable SLO ideas
Sustainable SLO Virtual Event (April 15):
●Completed: Run of Show & Planning Doc, secure RSVPs,conducted follow up
●Final outcome: 20 RSVPs, 16 Attendees
Influencer Partnerships (5 partnerships in 2020-21)
●Completed: Developed Most Wanted Influencer List for approval;.revised strategy
●In Progress: Confirmed direction from SLOTBID
DCI 2020-2021 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1qZynr7KmlnMxm3rI2hoTUbj7uIdEc2uA_j4HNTlcl
ec/edit?usp=sharing
5
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
Wednesday, May 5, 2021 at 10:30 a.m.
Teleconference via Zoom
BOARD MEMBERS PRESENT: LeBren Harris, Natalie Ward and Matthew Wilkins
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Stewart, Tourism Coordinator
Call to order time: 10:36 a.m.
BUSINESS ITEMS
1. Roll Out the Barrels Sponsorship
Tourism Manager Cano presented the background of the previous event sponsorship program and
provided the marketing sponsorship request from SLO Coast Wine Collective for the 2021 Roll
Out the Barrels event. Committee members discussed the benefit of having the event story to
promote and be the exclusive lodging sponsor.
ACTION: By consensus, the marketing committee recommends allocating $3,000 towards
supporting paid media and to have lodging exclusivity for the 2021 Roll Out the Barrels event.
2. FY 21-22 Marketing Plan Planning
Noble Studios reviewed the current marketing plan progress and accomplishments while
specifically noting what worked well, what did not work well and ideas for the 2021-22 fiscal
year. The agency team also reviewed travel tourism trends. The meeting time ran out for
committee members to provide inputs or to further discuss. A special meeting will be scheduled to
continue this agenda item.
DIRECTION: Staff was directed to schedule an additional meeting to continue the agenda item
discussion.
3. Additional Ad-Hoc Hours
The meeting concluded before this agenda item was reached.
ACTION: By consensus the committee members directed staff to add this as a business item to
the May 12, 2021 Board Meeting agenda for discussion and action.
4. New Business Items
a. Committee Discussion - none
b. Future Agenda Items- none
c. Next Regular Meeting Date: Wednesday, June 2, 2021 at 10:30 a.m.
Meeting was adjourned at 12:04 p.m.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, May 6, 2021 at 10:30 a.m.
Teleconference via Zoom
BOARD MEMBERS PRESENT: David Smith and Stephanie Bolles
BOARD MEMBERS ABSENT: Pragna Patel-Mueller
STAFF PRESENT: Molly Cano, Tourism Manager and Chantal Stewart, Tourism Coordinator
Call to order time: 10:30 am
BUSINESS ITEMS
1. FY 2021-22 Budget
Tourism Manager Cano reviewed how the TBID’s budget works as background for
planning purposes. Committee members discussed the different program items specifically
the staff recommendations regarding sales, strategic partnerships, contractor fees,
promotion ideas and the contingency fund.
2. Strategic Partner Sponsorship Consideration
Staff reviewed the historical sponsorship with Cal Poly Athletics and the current proposed
sponsorship opportunity including a cash and in-kind contribution.
ACTION: By consensus, committee members recommend the proposed sponsorship as is
for board consideration.
3. New Business Items
a. Committee Discussion- none.
b. Future Agenda Items – none.
c. Next Regular Meeting Date: Thursday, June 3, 2021 at 10:30 am
Meeting was adjourned at 12:11 p.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 14, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, April 14, 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, April 14, 2021 at 5:33 p.m., by Chair Thomas via teleconference.
ROLL CALL
Present: Chair John Thomas, Ryan Heath, Lori Lerian, John Conner, Robin Wolf and Maureen
Forsberg (arrived at 5:39 PM)
Absent: Vice Chair Samantha Welch
Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
Carlyn Christianson
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER HEATH, SECONDED BY
COMMITTEE MEMBER CONNER, CARRIED 5-0-2 ( with Vice Chair Welch and Committee
Member Forsberg absent) to approve the Consent Agenda items 1 thru 6.
C.1 Minutes of the Meeting on March 10, 2021
C.2 2020-21 Community Promotions Budget Report
C.3 SLO Chamber Monthly Public Relations Report
C.4 SLO Chamber Visitor Center Report
C.5 SLO Chamber Modified GIA Marketing Support Report
C.6 TOT Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 14, 2021 Page 2
C.7 Modified GIA Program: Grant + Plaza Partnership Recommendation Report
Committee Member Lerian abstained from Item C7 as she has a working relationship with one of
the applicants.
ACTION: UPON MOTION BY COMMITTEE MEMBER THOMAS, SECONDED BY
COMMITTEE MEMBER WOLF, CARRIED 4-0-1-2 (With Committee Member Lerian
Abstaining, Vice Chair Welch, and Committee Member Forsberg absent) to approve the Consent
item C7.
PRESENTATIONS
1. NEW COMMITTEE MEMBER INTRODUCTIONS
City Clerk Teresa Purrington administered the Oath of Office to Committee Members Wolf
and Forsberg. The committee introduction themselves.
2. PUBLIC RELATIONS, VISITOR SERVICES and GIA QUARTER REPORT
SLO Chamber of Commerce representative, 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 from Verdin presented the third quarter report on the Support Local marketing
activities, and the program recommendations for the final phase of the program for FY 20-21.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
2. SERIES 4 BANNER PROJECT KICKOFF
Katy McGrath from Badger Branding presented the concept for the series 4 banner project
expected for installation in Summer 2021. By consensus the Committee provided direction to
pursue the Icon concept.
DRAFT Minutes – Promotional Coordinating Committee Meeting of April 14, 2021 Page 3
3. FY 21-22 BUDGET DIRECTION & CONTRACT EVALUATIONS
Tourism Manager Molly Cano presented the Committee’s budget for FY 21-22.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
No action.
2. COMMITTEE OUTREACH UPDATE -
Member Lerian provided an update on SLO Master Coral and Spokes events.
3. TBID BOARD REPORT – TBID Meeting Minutes: April 14, 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 7:14 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, May 12, 2021 at 5:30 p.m., via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021