HomeMy WebLinkAbout04-14-2021 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, April 14, 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/96963990459?pwd=NUd2SXord204Mk5IUGU4M0FwNDNCdz09
Telephone Attendee: +1 (669) 669-900-6833
Webinar ID: 969 6399 0459 Passcode: 591860
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 April 14, 2021 Page 2
CALL TO ORDER Chair John Conner
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, 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 10 mins
The Board will do a brief introduction with the new Board member Stephanie Bolles.
2. MARKETING SERVICES QUARTER REPORT 30 mins
Representatives from Noble Studios and DCI will present the third quarter report for the marketing
activities for the SLO TBID.
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT 20 mins
Representatives from the SLO Chamber will present the quarter report for the Public Relations and
Guest Services activities with the SLO TBID.
BUSINESS ITEMS
1. FY 21-22 BUDGET DIRECTION & CONTRACT EVALUATIONS 30 mins
TBID Board members will discuss and provide direction on the 2021-22 TBID program operating
budget and the existing contract evaluations.
2. DISCOVER SLO BROCHURE BUDGET 10 mins
Staff will present a request for the allocation of a printing budget for a limited run reprint of the
Discover SLO Brochures.
3. LIAISON ASSIGNMENTS 10 mins
Staff will review how liaison assignments work for new board members and will provide all board
members updated liaison assignments.
Tourism Business Improvement District Board Agenda for April 14, 2021 Page 3
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: none
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: none
4. PCC UPDATE – Meeting Minutes: March 10, 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, May 12, 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 03/10/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, March 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 March 10, 2021 at 10:00 a.m. held via teleconference by
Chair John Conner.
ROLL CALL
Present: Chair John Conner, and Members LeBren Young-Harris, Pragna Patel-Mueller
(arrived at 10:15 AM), 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 4-0-2 (VICE CHAIR PEARCE AND BOARD MEMBER
PATEL-MUELLER ABSENT) TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6.
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
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 03/10/2021 Pg. 2
BUSINESS ITEMS
1. FY 21-22 BUDGET PROCESS, CONSIDERATIONS & CONTRACT EVALUATION
Tourism Manager Molly 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.
2. ELECTION OF CHAIR & VICE-CHAIR
ACTION: MOTION BY BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD
MEMBER SMITH, CARRIED 4-0-2 (VICE CHAIR PEARCE AND MEMBER PATEL--
MUELLER ABSENT) to elect Chair John Conner to serve as Chair.
ACTION: MOTION BY BOARD MEMBER WARD SECONDED BY BOARD MEMBER
SMITH, CARRIED 4-0-2 (VICE CHAIR PEARCE AND MEMBER PATEL--MUELLER
ABSENT) to elect Member LeBren Young-Harris to serve as Vice Chair.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Discussion regarding Homeless Meeting.
2. MARKETING COMMITTEE UPDATE –
Chair Conner provided and update.
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: February 4, 2021
Tourism Manager Molly Cano provided an update.
4. PCC UPDATE – Chair Conner highlighted the PCC’s January 13, 2021 meeting.
Chair Conner provided an update.
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
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/31/21 Pg. 1
DRAFT Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, March 31, 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 March 31, 2021 at 9:38 a.m. at Hotel SLO and via Zoom by Vice Chair LeBren
Harris.
ROLL CALL
Present: Chair John Conner (10:17 arrival), Vice Chair LeBren Harris and members Pragna Patel-
Mueller, Natalie Ward, David Smith and Matt Wilkins
Absent: Stephanie Bolles
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Stewart (remote)
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
None.
--End of Public Comment--
BUSINESS ITEMS
1. Brand and Identity Workshop
Representatives from Noble Studios led the TBID Board through a variety of workshop exercises and
discussions regarding the SLO TBID’s brand.
Public Comment
None
---End of Public Comment---
ACTION: No action taken
ADJOURNMENT
The meeting was adjourned at 12:27 p.m. The next Tourism Business Improvement District Board meeting
is scheduled for Wednesday, April 14, 2021 at 10:00 a.m. held remotely and via teleconference.
March 2021WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 42.2 70.5 50.3 105.40 159.38 127.03 44.47 112.43 63.89 -22.5 3.1 -14.0 -0.52.2 3.6 -22.9 5.4 -10.9City of Pismo Beach 52.7 82.8 61.3 137.84 220.88 169.89 72.64 182.95 104.16 5.9 13.6 8.7 11.8 20.4 16.7 18.4 36.7 26.9City of San Luis Obispo 45.4 76.6 54.3 112.58 166.48 134.29 51.11 127.50 72.94 -12.1 6.7 -5.4 -4.4 -5.9 -3.4 -16.0 0.3 -8.6City of Morro Bay41.9 74.4 51.2 101.07 158.47 124.90 42.37 117.84 63.93 -7.8 13.0 -0.2 5.2 10.8 10.2 -3.0 25.1 10.0WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 45.3 77.1 54.4 105.50 162.39 128.53 47.85 125.19 69.94 -15.3 46.5 2.1 -1.0 -1.9 4.3 -16.1 43.7 6.5City of Pismo Beach 54.3 83.3 62.6 140.30 236.27 176.79 76.16 196.75 110.62 3.6 33.9 13.3 12.4 25.0 21.5 16.4 67.4 37.7City of San Luis Obispo 49.0 81.1 58.2 114.34 166.91 135.28 56.01 135.32 78.67 -6.2 55.6 11.5 -9.3 -5.3 -3.7 -14.9 47.2 7.4City of Morro Bay47.0 78.9 56.1 101.20 169.23 128.53 47.54 133.48 72.10 2.0 36.7 13.6 6.2 17.7 15.3 8.3 60.9 31.0WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 56.3 84.0 64.2 110.23 180.95 136.65 62.07 151.97 87.76 99.6 544.2 169.0 11.6 50.3 33.8 122.8 868.4 259.9City of Pismo Beach 63.8 91.3 71.6 150.05 243.10 183.92 95.70 221.89 131.75 121.5 529.2 189.9 25.7 63.7 48.0 178.4 930.1 329.0City of San Luis Obispo 57.2 89.3 66.3 120.72 179.41 143.29 69.02 160.20 95.07 102.9 464.6 169.3 10.0 45.6 27.7 123.3 722.4 243.9City of Morro Bay57.1 88.2 66.0 108.50 178.85 135.36 61.98 157.81 89.36 111.9 442.1 176.1 22.3 84.7 49.9 159.1 901.1 313.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity of Paso Robles 64.7 90.8 72.2 114.83 189.05 141.50 74.35 171.61 102.14 305.2 938.1 418.9 26.7 88.7 53.2 413.5 1859.2 695.2City of Pismo Beach 69.8 94.3 76.8 171.13 271.57 206.39 119.39 256.13 158.46 482.4 717.5 547.867.4 100.1 85.0 874.7 1536.0 1098.4City of San Luis Obispo 66.7 95.3 74.9 128.91 196.84 153.62 85.96 187.65 115.01 330.1 769.1 426.9 41.3 62.5 57.0 507.6 1311.9 727.3City of Morro Bay63.4 92.2 71.6 118.84 198.02 147.95 75.36 182.56 105.99 317.0 641.7 397.0 57.3 115.4 85.9 555.9 1497.5 823.9WDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalWDWE TotalCity 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 1553.4 749.5City of Pismo Beach 88.1 91.7 89.1 210.75 281.81 231.64 185.66 258.55 206.49 645.5 663.8 650.8113.5 113.1 113.7 1492.0 1527.4 1504.5City of San Luis Obispo 86.3 91.4 87.7 142.24 218.62 164.97 122.71 199.79 144.73 477.1 579.2 503.266.6 122.7 86.3 861.7 1412.7 1023.6City of Morro Bay85.8 88.6 86.6 139.90 213.50 161.42 119.97 189.10 139.72 440.9 491.0 454.192.1 175.1 118.0 939.3 1525.9 1108.0Week of March 28, 2021 to April 3, 2021Week of March 21, 2021 to March 27, 2021Week of March 14, 2021 to March 20, 2021Week of March 7, 2021 to March 13, 2021Week of February 28, 2021 to March 6, 2021RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADRCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevParCurrent Week TotalsPercent ChangeOccupancy (%) ADR RevPar Occupancy (%) ADR RevPar
2009‐102010‐11 2011‐122012‐13 2013‐142014‐15 2015‐162016‐172017‐18 2018‐192019‐202020‐21Change +/‐July508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 535,638$ ‐41.3%August511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 622,435$ ‐24.7%September400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,475$ ‐8.3%October414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 626,320$ ‐12.0%November280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 420,171$ ‐29.2%December246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 233,987$ ‐52.1%January230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 300,504$ ‐42.3%February273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 425,501$ ‐28.6%March326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ ‐100.0%April423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ ‐100.0%May372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ ‐100.0%June490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ ‐100.0%Total/Average4,478,481$ 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$ 3,825,030$ ‐39.2%2019‐202020‐21 Change +/‐2019‐202020‐21 Change +/‐2019‐202020‐21 Change +/‐July 80.0 54.5 ‐31.9 184.4 165.96‐10.0147.59 90.53 ‐38.7August 77.1 61.0 ‐21.0 173.97 162.84‐6.4134.18 99.27 ‐26.0September 73.3 63.1 ‐14.0 159.48 167.665.1116.97 105.79 ‐9.6October 73.0 61.9 ‐15.2 156.99 162.18 3.3 114.56 100.38 ‐12.4November 67.4 49.85 ‐25.5 147.11 145.06 ‐0.8 99.17 72.32 ‐26.1December 57.733.32‐42.0 134.41123.53‐7.6 77.5941.16‐46.4January 62.3 40.5 ‐34.7 130.45 124.24 ‐4.4 81.27 50.28 ‐37.6February 63.5 54.4 ‐14.4 145.70 138.33 ‐5.1 92.48 75.18 ‐18.7March 34.6 131.11 45.39April 17.7 95.53 16.95May 34.5 119.15 41.15June49.3 152.80 75.39Total/Average57.55 60.13 ‐20.5 144.26 164.66 ‐2.0 86.89 98.99 ‐21.7Updated: 4/9/2021TOT Comparison*Figures from Smith Travel Research Report Occupancy ADR RevPAR
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2021
PR Activity
Implementation/Proactive work
1)Completed Part 2 of the Think Differently series & corresponding collateral
2)Continued working with the City on the ‘Buy Local Bonus’program
3)Pitched Buy Local Bonus Bonus Blowout to regional media
4)Sent April community events release to regional media
5)Drafted ‘Meet Your Neighborhood Wellness Center ’Q&A for VisitSLO.com
6)Drafted ‘Meet Your Neighborhood Arts Supplier ’ Q&A for VisitSLO.com
7)Drafted ‘Meet Your Neighborhood Climbing Gym’ Q&A for VisitSLO.com
8)Continued working on Plaza Pop-Ups pilot program
9)Met with AMF Media Group &SLOMA on launching the first Plaza Pop-Up
10)Continued planning with DCI and the City on a sustainability media event
11)Continued working with Verdin on Support Local Campaign and implementation
12)Continued working with the City and Noble Studios on overall tourism marketing
campaign
Responsive leads
1)Provided photo to freelancer, Barbara Beckley for story in Travelscope Magazine
2)Worked with TBID constituents and SLO CAL to pitch Spring /Summer Travel Deals to The
New York Times
3)Offered suggestions to DCI to help update Thrillest article
Partnerships
1)Worked with SLO CAL to coordinate SLO itinerary for freelancer, Chelsie Davies working
on an article for Forbes
2)Connected Hotel Cerro with freelancer, Kristin Braswell working on a story for Travel +
Leisure
3)Pitched the following content to Visit California:
a)Earth Day in California
i)Earth Day Alliance Celebration
b)New Family Travel Experiences
i)Madonna Inn Trail Rides
ii)Bite Sized Multigenerational Travel in San Luis Obispo
iii)Explore the Art of San Luis Obispo
iv)Mission Plaza Light Up Downtown
c)The Road Less Traveled: Unknown Summer Road Trips
i)Explore San Luis Obispo on two-wheels
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2021
March 2020-21 YTD
UVPM 567,734,085 3,087,234,405
AD VALUE $133,073.73 $891,765.33
PLACEMENTS 14 117
Media Placements
1.KEYT,City of San Luis Obispo doubles incentives
for local shopping during the pandemic
RESULT: Proactive pitching
PILLAR: Support Local
MENTIONS: Buy Local Bonus
UVPM: 131,000
AD VALUE: $30.15
2.THRILLEST,14 Reasons to Drive to San Luis Obispo
RESULT: Partnership hosting, ongoing media
relationship
PILLAR: Cultural, Outdoor, Culinary, Beer/Wine,
Family
MENTIONS: Hotel Cerro, Brasserie SLO, Big Sky
Cafe, Blackwater, Sunset Drive-In, SLO Provisions,
Scout Coffee, Cerro San Luis Obispo, Madonna Inn
UVPM: 70,800,000
AD VALUE: $16,300.00
3.SAN DIEGO READER,Taking it SLO on California's
Central Coast
RESULT: Partnership FAM hosting
PILLAR: Cultural, Outdoor, Culinary, Beer/Wine
MENTIONS: Hotel San Luis Obispo, Hotel Cerro,
Bubblegum Alley, Mission San Luis Obispo de
Tolosa, Fremont Theatre
UVPM: 101,000
AD VALUE: $46.42
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2021
4.READER’S DIGEST,13 California Road Trips You Should Try to Take at Least Once
RESULT: Partnership hosting, ongoing media relationship
PILLAR: Cultural, Outdoor, Culinary, Beer/Wine
MENTIONS: Madonna Inn, Bubblegum Alley, Mission San Luis Obispo de Tolosa
UVPM: 70,666,185
AD VALUE: $16,000.00
5.INSIDER,I stayed at the famous California hotel with over 100 uniquely themed rooms,
and it felt like a fairy tale
RESULT: Partnership hosting, ongoing media relationship
PILLAR: Cultural, Outdoor, Culinary, Beer/Wine
MENTIONS: Madonna Inn
UVPM: 75,900,000
AD VALUE: $17,500.00
6.TRAVEL + LEISURE,California’s Rugged Central Coast Is a Bird-watcher ’s Paradise
PILLAR: Outdoor
MENTIONS: SLO Provisions, Laguna Lake Park, San Luis Creek Lodge, Mistura
UVPM: 2,000,000
AD VALUE: $1,600.00
7.LOS ANGELES TIMES,Working out and dining indoors again | Photos from California
counties in the red tier
PILLAR: Cultural
MENTIONS: SLO Yoga Center, Finney’s Crafthouse & Kitchen,Firestone Grill, Bubblegum
Alley
UVPM: 8,100,000
AD VALUE: $1,900.00
8.LOCAL 10,5 places that aren’t on your California bucket list, but they will be after you
read this
PILLAR: Cultural, Culinary, Cal Poly
MENTIONS: Cal Poly, Firestone Grill
UVPM: 3,700,000
AD VALUE: $2,200.00
9.LOVE EXPLORING,From castles to caves: the most unusual places to stay around the
world
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 67,200,000
Report to City of SLO – TBID and PCC
Public Relations Contract
March 2021
AD VALUE: $15,400.00
10.LIVE LIKE IT’S THE WEEKEND,22 Most Unique Places to Stay in California
PILLAR: Cultural
MENTIONS: Madonna Inn
UVPM: 268,600,000
AD VALUE: $61,800.00
11.MOM.COM,The Easiest No-Fuss Staycation We Didn't Know We Needed
RESULT: Partner hosting
PILLAR: Cultural, Outdoor, Family
MENTIONS: Hotel San Luis Obispo, Bubblegum Alley,Doc Burnstein’s Ice Cream Lab
UVPM: 302,900
AD VALUE: $243.87
12.CISION NEWS,Spring Staycation Specials from California Inns
RESULT: Partnership pitching
PILLAR: Cultural
MENTIONS: Hotel Cerro
UVPM: 191,000
AD VALUE: $43.97
13.VISIT CA,10 California Women Who Are Shaping Our World
RESULT: Partnership pitching
PILLAR: Cultural
MENTIONS: Granada Hotel & Bistro
UVPM: 1,000
14.NEW TIMES,SLO Cider Company celebrates its one year anniversary amid successful
pandemic pivots
RESULT: Media hosting
PILLAR: Beer/Wine
MENTIONS: SLO Cider
UVPM: 41,000
AD VALUE: $9.32
Report to City of SLO – TBID
Guest Services Contract
March 2021
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Mar.
2020
Mar.
2021
Calls to
1-877-SLO-TOWN
45 39 42 40 201 166
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Mar.
2020
Mar.
2021
Email Response 27 26 23 23 81 99
Phone Calls to
Hotels
65 68 89 85 316 307
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Mar.
2020
Mar.
2021
Visitors Served
(walk-ins)
1,008 1,127 1,579 1,793 3,087 5,507
Guests Served
(via phone and
digitally)
608 581 642 534 1,185 2,365
Hotel Rooms
Referred
344 370 513 498 1,139 1,725
Agency Report · March 2020
SLO-TBID
Agency Repor t
March Activity & Performance
What’s Ahead:
●April-June 2021 Marketing Plan:
https://docs.google.com/spreadsheets/d/1NIpF7xipyZ3SOA7EWG8vIYWr1CvsXIdSXfQXnkK
Aaik/edit?usp=sharing
Email Marketing
Newsletters (1 per month)
●On-going: Revise the automated “welcome” newsletter as needed
●Completed:
○#SLOready Safety Information Email
■20% of unique clicks on “Things to Do”
■12.9% of unique clicks on “Find a Hotel”
●Upcoming:
○April Newsletter (4/7)
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased period-over-period by 25% and increased 85% year-over-year.
Organic hotel partner referrals increased 49% (140 vs 41), Book Now decreased 16% (16 vs 19) and
Homestay referrals increased 69% (22 vs 13) period-over-period (March 1-31,2021 vs Jan 29-Feb 28,
2021). We saw a 14% increase in Avg Session Duration,a 8% decrease in bounce rate and a 10%
increase in pages per session YoY and 10% increase in Avg Session Duration, a 1% decrease in
bounce rate and a 6% increase in pages per session PoP for organic search.
March saw an increase of 6% in page 1 organic keywords ranking and 9% increase in Page 2
rankings on the search engine results page. In March,we saw additional positive MoM growth for
many of the pages we have optimized including: 39%increase to the Homepage, 61% to Downtown
SLO, 26% increase to SF to SLO Weekend Trip, 10% increase to Things to Do and 12% increase to
Hotels.
●SEO Optimizations created:
○Foundational Eat and Drink Pages
○Cal Poly Page
2
○Where to Stay in SLO Page
○Things to Do in SLO with Family Page
●Technical SEO Optimizations
○Fixing Broken Internal Links
Blog Posts (2 per month)
Completed:
●Blog #1: Where to See SLO Abloom this Spring
●Blog #2: Sustainable Wine Tour
Website
The website saw a 27% increase in sessions period-over-period (March 1-31,2021 vs Jan 29-Feb 28,
2021)and a 300% increase YoY; for a total of 45,305 sessions and 37,275 new users in March. From
an engagement perspective, bounce rate increased by 8%, pages/session and average session
duration decreased by 19% and 48% (:44 vs 1:25) respectively due to the significant increase in paid
traffic.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
●Ad Hoc Items
○Updated COVID page to reflect red tier shift
○Additional Newsletter for SLOready
○Posted 2 Business Feature blogs:
■Meet Your Neighborhood Wellness Center | Q&A with Natasha & Ryan of
Sloco Health + Wellness
■Meet Your Neighborhood Arts Supplier | Q&A with Shauna Jellison of Art
Central
Social Media Management
Across all platforms (Facebook, Twitter, Instagram),@ShareSLO has a total audience of 124,400 on
all platforms combined throughout the month of March.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.
Social Media Posting & Engagement
●Noble Studios created social posts, posted content,and consistently engages with other
accounts every day throughout the month of March.Posts aligned with daily themes and
brand messaging across all three social platforms:Facebook, Instagram, and Twitter:
3
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 the
abundance of outdoor activities in the region
●Noble Studios shared IG stories with a particular emphasis on rewarding those that tag
@ShareSLO by sharing their UGC.
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)
●Sustainable Transportation (In progress)
●Food and beverage sustainability (In progress)
●Sustainability/Carbon Neutral 2035 (In progress)
Ongoing Media Conversations:
●Mashed: Matt Meltzer, Best Coffee Shop in Every State
●Thrillist: Leila Najafi, SLO Guide
●Tribune Content News: Eileen Ognitz, Earth Day & Outdoor Experiences
4
Sustainable SLO Virtual Event (April 15):
●Completed: Run of Show & Planning Doc
●In progress: Secure RSVPs, finalize run of show, partners par ticipation
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 24,555 impressions, 2,130 clicks (a 61% increase MoM), a 8.67% CTR (a 5%
increase MoM) and 2,035 sessions while driving 129 Book Now Conversions (25% increase MoM),
416 hotel referrals (42% increase MoM) and 10 homestay referrals (233% increase MoM)at a 16%
increase in cost.
Paid social drove 2,060,357 impressions, 521,209 users reached and 17,629 clicks across
Facebook, Instagram and Pinterest with a .98% CTR for FB/Insta and .51% on Pinterest for 10,108
sessions while driving 10 Book Now Conversions, 27 hotel referrals and 13 homestay referrals.
Display drove 3,937,023 impressions, 15,307 clicks (a 51% increase MoM), a .39% CTR (a 89%
increase MoM) and 17,573 sessions while driving 3 Book Now Conversions, 17 hotel referrals and
1 homestay referrals at a 17% increase in cost.
●Proactively monitored and optimized paid media placements ($41,037.43 spend)
●Ran creative testing on Display and Paid Social between two verbiages and three
images
○We saw higher CTR from Small Town Big Charm on Pinterest and
Facebook/Instagram, whereas the Take it Slow and Steady Yoga imagery
drove higher CTR on Google Display Network
●Finalized details of Expedia campaign
5
TBID Budget Planning 2020‐21
Income Source 19‐20 Original 19‐20 COVID 20‐21 PROJECTIONS
TOT Revenue Assumption 8,033,000$ 6,177,377$ 6,267,000$
Adjusted TOT Revenue Assumptions
TBID Assessment (20% of TOT Revenue) 1,606,600$ 1,134,317$ 1,253,400$
Carryover
TBID Program Budget 1,606,600$ 1,134,317$ 1,253,400$
Fund Reserve 100,000$ 100,000$ 100,000$
Expenditure
Committed Adjusted Projected
% of Total
Budget
Expenditure (section in gray) 19‐20 19‐20 20‐21
% of 20‐21
Projections TBID Budget Allocation Detail
Operations/Staffing 235,932$ 226,486$ 239,347$ 19.1%
Administration Overhead (2% of TBID Assessment) 32,132$ 22,686$ 25,068$ 2.0%
Staffing (FTE & .75 FTE) 203,800$ 203,800$ 214,279$ 17.1%
Contracts 1,026,820$ 982,000$ 623,713$ 49.8%
Marketing Contract 850,000$ 807,000$ 500,000$ 39.9%Noble Studios / DCI
Chamber of Commerce ‐ PR 51,000$ 51,000$ 42,500$ 3.4%
Current contract allows opportunity to extend current contract
for an additional year; consider 50/50 split w PCC
Communication Plan 3,000$ 3,000$ ‐$ 0.0%Not needed
Chamber of Commerce ‐ Guest Services 47,500$ 47,500$ 47,500$ 3.8%Flexibility based on COVID
Chamber of Commerce ‐ Media Monitoring Service Fee 8,820$ 8,400$ 3,712.50$ 0.3%
In discussion with Chamber & DCI if this is needed; if needed
consider 50/50 split w PCC
CCTC Black Diamond co‐op 3,000$ 1,600$ ‐$ 0.0%Not needed
Website Acquisition ‐ Chamber 47,500$ 47,500$ ‐$ 0.0%Not needed
Website Acquisition ‐ Matchfire 16,000$ 16,000$ ‐$ 0.0%Not needed
Website Acquisition ‐ Legal ‐$ ‐$ ‐$ 0.0%Not needed
Co‐op Program Funding ‐$ ‐$ 30,000$ 2.4%Moved from Marketing Service contract; incudes Crowdriff
Partnerships 135,500$ 120,500$ 4,200$ 0.3%
Cal Poly Athletics 95,500$ 95,500$ ‐$ 0.0%Move funding to contingency for possible future consideration
SLO Wine 19,000$ 19,000$ 4,200$ 0.3%
Membership $4200 ‐ switch event to social or PR/ swap other
items for TBID needs
SLO Wine Rooms 1,000$ 1,000$ ‐$ 0.0%Move funding to contingency for possible future consideration
Cal Poly Student Affairs 20,000$ 5,000$ ‐$ 0.0%Move funding to contingency for possible future consideration
Events Promotion 60,000$ 31,714$ ‐$
General Events Promotion 60,000$ 31,714$ ‐$ Move funding to contingency for possible future consideration
Event Activation ‐$ ‐$ ‐$ Not needed
Tradeshows 51,000$ 36,186$ 5,000$ 0.4%
Tradeshows & Travel Shows 43,000$ 32,686$ ‐$ 0.0%Move funding to contingency for possible future consideration
Tourism Conferences 8,000$ 3,500$ 5,000$ 0.4%
Staff participation in conferences including Outlook, CCTC
workshop & retreat
Tourism Organizations/Research 56,566$ 30,991$ 4,425$ 0.4%
CCTC Dues 1,000$ 850$ 850$ 0.1%Maintain membership
Smith Travel Report Contract 3,000$ 2,700$ 2,700$ 0.2%Maintain contract
CalTravel Membership 1,000$ 875$ 875$ 0.1%Maintain membership
California Hotel & Lodging Association 26,566$ 26,566$ ‐$ 0.0%Move funding to contingency for renewal consideration in Q2
Strategic Plan Project 25,000$ ‐$ 0.0%Not needed
Research ‐$ 0.0%Move funding to contingency for possible future consideration
STR Forecast Report ‐$ 0.0%Not needed
Support/ Meetings 40,782$ 1,550$ 373,728$ 29.8%
Tourism Program Expenses 5,000$ 1,000$ 5,000$ 0.4%Maintain Funding
FAM Trip Hosting 5,000$ 550$ 5,000$ 0.4%Maintain Funding
Past Due CP Rooms 1,000$ ‐$ 0.0%Not needed
Contingency 29,782$ 345,728$ 27.6%
Staff recommendation to plan for additional COVID revenue
impacts; Previous program areas to be considered through this
allocation include: CP Athletics; CP Office of SA; Event
Sponsorship; Tradeshow participation; CHLA; increase in
marketing service agreement expenditures
COVID Recovery Response ‐$ ‐$ 18,000$ 1.4%
New budget allocation; #SLOready campaign
creative/production budget ($10,000)
Subtotal 1,606,600$ 1,429,427$ 1,250,413$ 100%
Budget Remaining ‐$ (295,110)$ 2,988$
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 10, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, March 10, 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, March 10, 2021 at 5:33 p.m., by Chair Matteson via teleconference.
ROLL CALL
Present: Committee Members John Conner, Ryan Heath, Lori Lerian, Samantha Welch, Vice
Chair John Thomas, and Chair Dana Matteson
Absent: Committee Member Stephanie Stackhouse
Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY
COMMITTEE MEMBER WELCH, CARRIED 6-0 (WITH COMMITTEE MEMBER
STACKHOUSE ABSENT) to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on February 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 Modified GIA Marketing Support Report
C.6 TOT Report
C.7 Modified GIA Program: Grant Recommendation Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 10, 2021 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY REPORT
SLO Chamber of Commerce representative, 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. PLAZA PARTNERSHIP UPDATE & MODIFIED GIA MARKETING SUPPORT
AMENDMENT
Tourism Manager Molly Cano shared an update on the Plaza Partnership program. The
Chamber will present the proposed amendments to the GIA Marketing Support agreement
for the Plaza Partnership modification.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY
VICE CHAIR THOMAS, CARRIED 6-0-1 (COMMITTEE MEMBER STACKHOUSE
ABSENT) to approve the changes to the Chamber Marketing Support agreement.
2. SERIES 4 BANNER PROJECT
Tourism Manager Cano provided an update to the approach to the series 4 banner project expected
for installation in Summer 2021.
Public Comment
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY
COMMITTEE MEMBER WELCH, CARRIED 6-0-1 (COMMITTEE MEMBER
STACKHOUSE ABSENT) to move forward with Badger for the Series 4 banners.
3. FY 21-22 BUDGET PROCESS & CONTRACT EVALUATIONS
Tourism Manager Cano provided a presentation regarding the timeline and process for the
development of the 2021-22 budget for the PCC program.
DRAFT Minutes – Promotional Coordinating Committee Meeting of March 10, 2021 Page 3
Public Comment
None
--End of Public Comment--
ACTION: No action taken
4. ELECTION OF CHAIR & VICE-CHAIR AND SUBCOMMITTEE APPOINTMENTS
ACTION: UPON MOTION BY COMMITTEE MEMBER MATTESON, SECONDED BY
COMMITTEE MEMBER HEATH, CARRIED 6-0-1 (COMMITTEE MEMBER
STACKHOUSE ABSENT) to elect Vice Chair John Thomas to the position of Chair.
ACTION: UPON MOTION BY VICE CHAIR THOMAS, SECONDED BY COMMITTEE
MEMBER HEATH, CARRIED 6-0-1 (COMMITTEE MEMBER STACKHOUSE ABSENT) to
elect Committee Member Samantha Welch to the position of Vice Chair.
By consensus, Vice Chair John Thomas and Committee Member Lori Lerian was appointed to the
GIA subcommittee.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
John Thomas provided an update.
2. COMMITTEE OUTREACH UPDATE - None
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 6:57 p.m. The next Regular Promotinal Coordinating Committee
meeting is scheduled for Wednesday, April 14, 2021 at 5:30 p.m., via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021