HomeMy WebLinkAboutItem 5h. Adoption of FY 2021-22 Community Promotions Program for TBID & PCC Item 5h
Department: Administration
Cost Center: 1006 & 1007
For Agenda of: 7/6/2021
Placement: Consent
Estimated Time: N/A
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: ADOPTION OF FY 2021-22 COMMUNITY PROMOTIONS PROGRAM -
TBID & PCC
RECOMMENDATION
As recommended by the Tourism Business Improvement District (TBID) Board and the
Promotional Coordinating Committee (PCC):
1. Authorize the City Manager to enter into various contracts and program expenditures
for the TBID not to exceed the 2021-22 program budget of $1,215,000 (excludes
staffing costs), based on the recommendations by the TBID Board and the adopted
TBID Fund revenue projections as part of the 2021 -23 Financial Plan and approved
2021-22 budget; and
2. Authorize the City Manager to enter into contracts utilizing the TBID Fund un-
appropriated fund balance from the 2020 -21 fiscal year, following the completion of
the City’s audit and approved annual comprehensive financial statements, for tourism
marketing expenditures in 2021-22 based on the recommendations by the TBID
Board; and
3. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism
marketing expenditures in 2021-22 in accordance with the TBID reserve policy; and
4. Authorize the City Manager to enter into various contracts and program expenditures
for Community Promotions not to exceed the 2021-22 program budget of $367,000
(excludes staffing costs) based on the recommendations by the PCC.
REPORT-IN-BRIEF
The City’s Community Promotions program is comprised of the Tourism Business
Improvement District (TBID) and the Promotional Coordinating Committee (PCC). While
these advisory bodies have separate program functions and budgets, together they both
work to promote San Luis Obispo locally, regionally, nationally, and internationally.
Tourism Business Improvement District
After thorough review and consideration, the TBID Board has identified the following
program priorities and budget allocations for the focus of the TBID marketing efforts in
fiscal year 2021-22.
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Item 5h
1. Tourism Marketing Services: the TBID will maintain the largest budget allocation
(approximately 52%) towards their marketing service agreement with the
contracted agency-of-record Noble Studios. This the second year of the current
two-year agreement, with an opportunity to extend for an additional two-year term.
2. Content Marketing Services: in order to efficiently manage the ShareSLO
channels, the TBID will be retaining local content marketing services for the
strategy and management of the ShareSLO program. The vendor will be selected
through an RFP process in accordance with the City’s purchasing policies.
3. Chamber of Commerce Contract Services: the renewal of agreements with the
San Luis Obispo Chamber of Commerce for Guest Services and Public Relations
through contracted work efforts.
4. Sustainability Promotion: the TBID will allocate 1% of TBID revenue for a
sustainability initiative aimed at offsetting the cardon impact of visitors in the
community.
5. Membership in Industry Associations & Programs: including the Central Coast
Tourism Council, the California Travel Association, California Hotel and Lodging
Association and the annual membership for the TBID with SLO Coast Wine
Collective.
6. Research & Program Development: the TBID has earmarked up to $80,000 or
5.5% of the budget for research and program development in alignment with the
2019-24 TBID Strategic Plan. This budget area is slated to include projects like a
Tourism Economic Impact Study, Destination Stewardship Assessment and Plan,
and the development of a TBID Sales Strategy.
7. Contingency Fund: the TBID has allocated an operating program contingency fund
of $41,000 for the funding of opportunity projects that may arise including event
sponsorships or other marketing expenses.
Promotional Coordinating Committee
As stated in the advisory body bylaws:
“The purpose of the PCC is to advise the Council in working to improve the
quality of life for all City residents and our visitors. The Committee
recommends projects to help promote the City as a regional trade,
recreation, and tourist center, consistent with community goals.”
As the City advances in the recovery work from the impacts of COVID -19, the PCC has
identified allocations of its program budget to support that effort along with other project
to advance community promotions. The following progra m priorities and budget
allocations are the focus of the community promotions efforts in fiscal year 2021 -22:
1. Chamber of Commerce Contract Services: the renewal of three agreements with
the San Luis Obispo Chamber of Commerce for the two-year agreements for
Visitor Center operations; the shared Public Relations services in partnership with
the TBID; GIA Promotional Support; and the production & distribution of the City
tear-off maps.
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Item 5h
2. Community Placemaking & Recovery Projects: funds available for the
development of new projects to enhance the quality of life in San Luis Obispo
through strategic placemaking or recovery investments in alignment with the
adopted 2021-23 Major City Goal work efforts and other projects to support
community promotion.
3. Modified GIA program: based on the success of the 2020-21 Modified GIA
program, the PCC will be continuing the modified program in FY 2021-22 while the
events in the community recover and return following the COVID -19 restrictions.
The program is funded at $100,000 total for the fiscal year and will provide to 25
grants annually at $4,000 each. Applications will be reviewed monthly until the all
the available grants have been awarded.
DISCUSSION
Background
With the adoption of the 2021-23 Financial Plan, the City Council approved the program
budget and defined the work program for the Community Promotions program and the
TBID. Both programs are overseen and administered by advisory bodies to the City
Council. The PCC makes recommendations regarding the use of Community Promotions
funding and the TBID Board recommends the use of the TBID assessment. Both advisory
bodies established recommendations for use of funding in FY 2021-22 with respective
contract considerations.
Tourism Business Improvement District
The TBID began the program development and budget allocation process in March 2021
by discussing the goals, priorities, and direction for the 2021-22 TBID program. During
this process, the TBID Board communicated the importance of continuing to align the
budget direction, program priorities and funding commitments with the implementation of
the TBID’s strategic clarity plan imperatives which had been revised in January 2021 in
response to the changed tourism environment due to COVID -19. (Attachment A- 2019-
24 Revised TBID Strategic Plan)
The revised TBID strategic initiatives are to:
1. Elevate the SLO Brand and Experience
2. Deliver Smart Growth
3. Build Meaningful Partnerships
4. Ensure Organizational Excellence
5. Foster Destination Resilience – new addition
The revised plan amplified the focus on destination recovery and management through
the efforts of resiliency, stewardship and the integration of the City’s priories into the
TBID’s marketing efforts.
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Item 5h
In the budget deliberation, the TBID Board - with the recommendation from the
Management Committee - considered all activity and program commitments including
strategic partnerships and contracts, marketing and advertising, events promotions,
tradeshows, tourism organization and research, and support.
Marketing Services Contracts
The TBID is currently in a two-year agreement with Noble Studios for marketing services
as a result of a successful RFP process in the Spring of 2020. Initially the TBID published
the RFP for marketing services at $1 million p er fiscal year, however due to COVID-19
budget impacts, the awarded contract was reduced by half. This resulted in a base
contract amount with the selected vendor Noble Studios at $500,000, which includes the
account management scope of work and the paid media investment.
As the TBID plans for recovery, the marketing services and paid media for the TBID are
of top priority. In FY 2021-22 the TBID Board recommends amending the current
agreement in the amount of $263,000 to provide additional funding to Nob le Studios to
account for increase in media spend and agency support in the recovery year.
In addition, the TBID has published an RFP for Content Marketing Services related to the
management and curation of the social media channels for #ShareSLO. The ve ndor will
be selected through an RFP process in accordance with the City’s purchasing policies
with the contract commencing September 2021.
In May, the TBID Board received a proposal presentation from the SLO Chamber of
Commerce for the continuation of various contract partnerships. Based on the content of
the proposals and the recommendation from the Management Committee, the TBID
Board recommends that Council authorize the City Manager to enter into separate
contracts with the SLO Chamber of Commerce for the specified programs (Attachment
B, June 9, 2021 TBID Minutes DRAFT; Attachment C, 2021-23 SLO Chamber TBID
Proposal):
1. Public Relations: The Board recommends funding the Public Relations contract
(shared with the PCC) in the TBID amount of $45,000 for a two-year agreement.
2. Guest Services: The Board recommends full funding of the proposal for Guest
Services in the amount of $47,500 which includes the continuation of the phone &
availability service and the special promotions support service.
Research, Development and Special Promotions
In FY 21-22 the TBID will be making a significant investment in Research and
Development including special promotions. This emphasis and investment are intended
to support the advancement of the initiatives outlined in the revised strategic plan for
projects like a Tourism Economic Impact Study, Destination Stewardship Assessment
and Plan, and the development of a TBID Sales Strategy. These programs will be
developed throughout the year in alignment with the project timeline established for the
strategic plan implementation.
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Item 5h
In addition, the TBID will be partnering with the Office of Sustainability on the development
of an initiative aimed at offsetting the carbon impact of visitors in San Luis Obispo. The
TBID has allocated 1% of the 2021-22 projected revenue to this new program.
Industry Associations & Programs
The Board also considered membership and programs with the following industry
associations within California:
1. Central Coast Tourism Council (CCTC): The Board recommends maintaining
membership with the CCTC in the amount up to $1000.
2. California Travel Association (CalTravel): The Board recommends membership
with the CalTravel organization in the amount up to $1000.
3. SLO Coast Wine Collective: The Board recommends membership with the SLO
Coast Wine Collective in the amount up to $5,000.
4. California Hotel and Lodging Association (CHLA): The Board recommends the
investment in the TBID constituent membership in the amount of $27,286.
The remaining TBID program funds are allocated to program expenses including
cooperative marketing opportunities with organizations like Visit SLO CAL or CCTC,
attendance at industry conferences and additional partnerships, Smith Travel Reports,
and marketing and promotional initiatives. (Attachment D– 2021-22 TBID Line-Item
Budget)
Any un-appropriated fund balance from 2020 -21 will be used for marketing programs in
2021-22. These expenditures will be reviewed and approved by the TBID Board.
Promotional Coordinating Committee
The purpose of the PCC is to enhance the quality of life f or residents of San Luis Obispo
and to enhance the quality of experience for visitors to San Luis Obispo. This mission
was the guiding force behind the budget consideration for the PCC. During the June 9,
2021 meeting, the PCC finalized the 2021-22 budget allocations including the
continuation of Visitor Services and Public Relations efforts, strategic initiative investment
for community placemaking and recovery efforts, and the funding of the GIA program.
(Attachment E – 2021-22 PCC Line-Item Budget; Attachment F– June 9, 2021 PCC
Minutes DRAFT)
Chamber of Commerce Contract Services
During the May 2021 meeting, the PCC received a presentation from the Chamber of
Commerce for the proposed on-going contract services, which include Visitor Center
Operations, shared Public Relations services in partnership with the TBID, marketing and
public relations support of the GIA recipients, and the production of the City tear-off-maps.
The Chamber requested an increase in contract funding for Public Relations but
maintained the same funding level for Visitor Center Operations, marketing and public
relations support of GIA recipients, and the production of the City tear-off-maps. The
proposal (Attachment G) also included the request for two-year agreements for Visitor
Center Operations, GIA Support, and Public Relations.
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Item 5h
During deliberations at the May meeting, the Committee determined that it was of high
priority to maintain contract services with the Chamber of Commerce and decided to fully
fund and authorize all the proposals for the 2021 -22 fiscal year including the
establishment of two-year agreements for the Visitor Center Operations, GIA Support,
and Public Relations contingent on second-year budget appropriations. (Attachment H –
Minutes May 12, 2021, PCC Minutes)
Grants-In-Aid (GIA)
The PCC has been offering Cultural GIA funding for decades. Local non -profit
organizations utilize the funding to provide cultural, recreational, or social activities in our
community. In FY 2020-21 due to COVID-19 and the restrictions on large group
gatherings, the PCC modified the regular Cultural GIA application process and
established a modified program that met the needs of the commu nity. Based on the
success of the program, the PCC has decided to maintain the modified process through
FY 2021-22. The Modified GIA program will continue to be available throughout the year
on a monthly consideration process. While the full program will be allocated at $100,000,
the funding for individual non-profit applicants will be set at $4,000 available for up to
twenty-five organizations and the program will be discontinued once the funding has been
exhausted. Additionally, if not all FY 2021-22 grant funding is awarded then the PCC will
request the ability to carry forward the remaining funds to the second year of the financial
plan for use in the 2022-23 GIA program.
The remaining Community Promotions program funds are allocated to program expenses
including attendance at industry conferences, additional partnerships, and marketing and
promotional initiatives. (Attachment E– 2021-22 PCC Line-Item Budget).
Previous Advisory Body Action
The following advisory body actions were taken to suppo rt these recommendations:
TBID approval of the line-item budget and contract terms on June 9, 2021 , and
recommended to City Council for approval. (Attachment B - June 9, 2021, TBID
Minutes DRAFT)
PCC approval of the line-item budget on June 9, 2021, and contract terms on
May12, 2021 and recommended to City Council for approval. (Attachment F –June
9, 2021 PCC Minutes DRAFT; Attachment H –May 12, 2021 PCC Minutes)
Policy Context
As referenced in the City’s Municipal Code, Section 12.42.030 (Authorize d Use), TBID
revenue is used for the promotion of tourism.1
1 12.42.030 – Authorized Use: A. The general promotion of tourism within the district is to include costs
as specified in the business plan to be adopted annually by the city council.
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Item 5h
Public Engagement
The public engagement was adequately done in order to prepare these recommendations
to City Council. All Advisory Body Meetings for the TBID and PCC were noticed in
accordance with Brown Act standards.
ENVIRONMENTAL REVIEW
The California Environmental Quality Act (CEQA) does not apply to the recommended
action in this report, because the action does not constitute a “project” under CEQA
Guidelines sec. 15378.
FISCAL IMPACT
Budgeted: Yes (Pg. 139 and 362 of the 2021-23 Financial Plan) Budget Year: 2021-22
Funding Identified: Yes
Fiscal Analysis:
Funding
Sources
Total Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund $ 405,085 $ 405.085 $0 $0
State
Federal
Fees
Other: TBID $1,444,000 $1,444,000 $0 $0
Total $1,849,085 $1,849,085 $0 $0
The FY 2021-22 budget projected TBID revenue based upon 20% of budgeted Transient
Occupancy Tax revenue at $1,444,000 as can be referenced on page 362 of the City
Financial Plan. Staff recommends that the Council fully appropriate the TBID budget for
various contracts and program expenditures as outlined in this report and at the
recommendation of the TBID Board. It is the fiscal responsibility of the TBID to utilize the
maximum amount of revenue each year to further the marketing reach through the
district’s promotional efforts. In the event that TBID revenues do not reach budget
projections, staff recommends that the Council authorize the City Manager to utilize funds
in the TBID Fund Reserve to offset those revenues.
The total FY 2021-22 program budget for Community Promotions (PCC) is $405,085, as
can be referenced on page 139 of the City’s adopted 2021-23 Financial Plan.
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Item 5h
ALTERNATIVES
The Council could choose to fund the contracts at different levels or modify the scope of
services. The advisory bodies and staff do not recommend adjustments, as the proposed
expenditures are the result of careful review, discussion, and negotiations between the
parties.
ATTACHMENTS
A – Revised SLO TBID 2019-24 Strategic Plan
B – June 9, 2021 TBID Minutes DRAFT
C – 2021-23 TBID Chamber Proposal
D – 2021-22 TBID Line-Item Budget
E – 2021-22 PCC Line-Item Budget
F – June 9, 2021 PCC Minutes DRAFT
G – 2021-23 PCC Chamber Proposal
H – May 12, 2021 PCC Minutes
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San Luis Obispo TBID
Strategic Direction 2019—2024
VISION MISSION VALUES REPUTATION POSITION
A welcoming community
with a vibrant economy that
enriches the lives of visitors and
residents alike
We share the abundance of
SLO, driving the lodging
economy and serving as the
voice of our stakeholders
• Service
• Leadership
• Adaptability
• Collaboration
• Essential
• Approachable
• Strategic
• Driven
• Effective
The SLO TBID stewards the brand of San Luis Obispo and represents its lodging
partners, driving overnight stays by:
• Telling the San Luis Obispo story via targeted marketing content and activities
• Serving as a convener and subject matter expert for tourism conversations impacting
the destination
• Advancing strategic partnerships that extend the reach and influence of the
SLO TBID
IMPERATIVES OBJECTIVES INITIATIVES
Elevate the SLO Brand and Experience
• Increase visitor awareness in target markets
• Increase positive visitor perception
• Integrate the City’s priorities into the execution of the TBID’s marketing strategies
• Identify the core SLO identity and develop a plan to market it
• Develop a TBID Destination Stewardship approach
• Identify opportunities to influence community placemaking and destination
management efforts
Deliver Smart Growth
• Exceed California’s RevPAR growth over FY21 baseline
• Year-over-year growth in ratio of weekday to weekend occupancy
• Develop an approach to monitoring local sentiment related to tourism
• Influence the SLO conference center development plan and effort
• Identify structure & budget allocation for mid-week and group business
• Develop a local business travel program to drive visitation
Build Meaningful Partnerships
• Increase average Earned Partnership Value score over 2022 baseline
• Grow economic impact of tourism in SLO by 2024, over 2017 baseline
• Identify and develop BOLD partnerships that generate overnight stays
• Create a partnership management plan using measurable goals that are in line with
our TBID Mission
Ensure Organizational Excellence
• Growth in member newsletter open rates
• Growth in stakeholder satisfaction score on survey
• Establish and document a process to execute, evaluate and track strategic plan
• Identify opportunities to streamline governance and leverage constituency of TBID
Foster Destination Resilience
• Year-over-year growth in TOT over FY21 baseline • Implement COVID-19 Response Plan
• Document lessons learned from COVID era to feed resilience assessment
• Perform a destination resilience assessment
KEY:
Priority 1 | Priority 2 | Priority 3
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, June 9, 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 June 9, 2021 at 10:02 a.m. held via teleconference by Chair John Conner.
ROLL CALL
Present: Chair John Conner, Vice Chair LeBren Harris and members, Pragna Patel-Mueller (arrived
10:17 a.m.), David Smith (arrived at 10:13 a.m.) Natalie Ward, Stephanie Bolles and Matt
Wilkins
Absent: none.
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 HARRIS SECONDED BY BOARD VICE CHAIR
BOLLES, CARRIED 5-0-2 (SMITH AND PATEL-MUELLER ABSENT) TO APPROVE THE
CONSENT AGENDA ITEMS 1 THRU 9.
C.1 Minutes of Meeting on Wednesday, May 12, 2021
C.2 Minutes of Special Meeting on Thursday, May 13, 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
C.8 Marketing Committee: Co-Op Program Commitments Report
C.9 SLO TBID Resilience Assessment Report
BUSINESS ITEMS
1. SLO CAL EVENTS AND FESTIVALS STRATEGY
Melissa Murray, Destination Management Project Manager from Visit SLO CAL presented the
Experience SLO CAL 2050 Events and Festivals Strategy project scope. Highlighted components
included the development and implementation of a county-wide event calendar with a plug-in to
VisitSLO.com with work planned to begin in October 2021. The Board had no questions or
discussion on a recommendation for City’s support and participation in the process.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 2
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER YOUNG-HARRIS SECONDED BY BOARD MEMBER
BOLLES, CARRIED 7-0-0 to move forward with supporting the Visit SLO CAL Events and Festival
Strategy MOU as a recommendation to City for support and participation in the process.
2. SLO TBID BRAND ASSET PRODUCTION
Tourism Manager Cano presented the recommendation from the Marketing Committee to allocate up
to $50k from the FY 20-21 contingency budget for SLO TBID photography and videography
production through Noble Studios. The Board had no questions or discussion.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER WARD,
CARRIED 7-0-0 to move forward with the Marketing Committee recommendation as is to allocate up to
$50K from the FY 2020-21 contingency budget line item for photography and videography production
managed by Noble Studios.
3. FY 2021-22 TBID PROGRAM BUDGET
Tourism Manager Cano presented the recommended FY 2021-22 TBID program operating budget
allocations for Board approval and recommendation to City Council. Highlighted changes to the 21-
22 budget as recommended by the Management Committee are the agency contract increasing from
$500K to $650K ($275K towards the media spend and $375K for standard agency fees) and the
development of a sales strategy pulled from the research and program development line item. Board
members discussed the option of increasing the paid media amount up to $375 to be pulled from this
FY 2020-21 contingency line item to prepay for some services and contracts. By consensus, members
agreed that it makes sense to free up budget for the summer months and that it could be useful to have
additional paid media budget available as and if needed.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER HARRIS SECONDED BY BOARD MEMBER BOLLES,
CARRIED 7-0-0 to increase the proposed paid media budget by $100K for a total of up to $375K
increasing the overall agency contract to $750K for the FY 2021-22 and to prepay the Cal Poly Athletics
Contract, Media Monitoring Services and CrowdRiff renewal from the current contingency budget line
item.
ACTION: MOTION BY BOARD MEMBER SMITH SECONDED BY BOARD MEMBER HARRIS,
CARRIED 7-0-0 to approve the FY 2021-22 TBID program budget as recommended with the discussed
budget adjustments and to recommend to City Council for approval.
4. TBID CONTRACT CONSIDERATIONS
Tourism Manager Cano presented the recommended TBID contract commitments to Cal Poly
Athletics for a two-year term, the amendment to the second year of the two-year contract with Noble
Studios to $750K and the Chamber of Commerce’s Public Relations and Guest Services contracts as
presented for Board approval.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 3
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER SMITH,
CARRIED 6-0-1 (HARRIS RECUSED FROM Cal Poly Athletics and Chamber of Commerce contract
recommendations due to conflicts of interest) to move forward with the contracts as recommended by the
Management Committee.
5. CONTENT MARKETING SERVICES RFP
Staff presented the draft RFP for Content Marketing Services for Board discussion and
recommendation to City Council. There were no suggested edits to the presented RFP or timeline.
Board members formed a taskforce including members Smith, Ward and Patel-Mueller to review
proposals and to recommend suggested contractors to the TBID Board for final interviews.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WARD SECONDED BY BOARD MEMBER SMITH,
CARRIED 7-0-0 to move forward with the Content Marketing Services RFP as presented.
6. BRAND EQUITY RESEARCH CONSIDERATION
The Board received additional information and clarification from marketing members and agency
representatives on the proposed Brand Equity research. The Marketing Committee recommended the
proposed project for up to $65K and to be funded from the FY 20-21 contingency budget.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER SMITH,
CARRIED 7-0-0 to move forward with the proposed Brand Equity Research for up to $65K and to be
funded from the FY 20-21 contingency budget line item.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE –
a. Dusty Colyer-Worth reported that most properties are sold out for graduation weekend.
Conner reported that many current visitors are trying to reserve not knowing that it is
graduation weekend and Harris reported that she is receiving bookings for next year’s CP
graduation.
b. Harris reported meeting with Sandy Wirick the new Area Director of Sales & Marketing for
Embassy Suites
2. MARKETING COMMITTEE UPDATE – None.
3. MANAGEMENT COMMITTEE UPDATE – None.
4. PCC UPDATE – Chair Conner reported on activities such as banners, neighborhood map and contractor
proposals.
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DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2021 Pg. 4
5. VISIT SLO CAL UPDATE – Tourism Manager Cano reported and highlighted that Cathy Tull is the
new COO and will be relocating to SLO CAL and is leading the efforts for the month of July while
Chuck Davison will be on sabbatical. Additionally, VSC has started a hospitality jobs board.
6. TOURISM PROGRAM UPDATE – Staff reported and highlighted the below:
a. COVID-19 update – San Luis Obispo County is now in the yellow tier as of this morning
b. Google Destination Co-op continues and Tourism Coordinator Stewart has seen positive
progress in the destination’s google photos. Collectively the TBID has over seven million
views on uploaded photos and will be participating in the VSC photo shoot on June 21st,
2021 due to completing priority buy-in items.
c. Dates to remember –
i. July 6, 2021 is the Council Meeting where the TBID budget will be reviewed
ii. July 7, 2021 10 am Marketing Meeting
iii. July Management Meeting is cancelled
iv. July 14, 2021 10 am Board Meeting
ADJOURNMENT
The meeting was adjourned at 11:39 a.m. The next Tourism Business Improvement District Board meeting
will be a special meetin and is scheduled for Thursday, July 14, 2021 at 10:00 a.m. held remotely and via
teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
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May 2021
Proposal to the City of San Luis Obispo
Tourism Business Improvement District
May 2021
Guest Services and Public Relations
Purpose:Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Tourism Business Improvement District to strengthen San Luis Obispo as
an unforgettable place where visitors engage in a unique lifestyle they aspire to live, become
emotionally attached and return to for renewal.
Expertise:The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community as well as extensive experience providing public relations and visitor
services.
Looking forward:For more than 50 years, the Chamber has worked with the City of San Luis
Obispo to improve the quality of life and economic vitality of our community. We continue to
seek new opportunities to deepen our partnership and further the understanding of San Luis
Obispo as an exceptional community to live in and visit.
1
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May 2021
Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 11
2
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May 2021
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direction.
●Direct relationships with more than 1,300 local businesses that represent nearly 39,000
employees throughout the county. These long-term relationships allow us to work
cohesively with local businesses to execute promotions,projects and media visits.
●Constant interaction with visitors in our downtown Visitor Center. More than 60,000
visitors were personally greeted and assisted in 2020 and we engaged with thousands
more over the phone and digitally. The center, which is open seven days a week, is
staffed by visitor information professionals who are trained to answer questions and
accommodate requests of locals, visitors and travel writers.
●Productive relationships with the media,rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the strength
of the “chamber of commerce” brand and the strong relationships we have built through
the years.
●We have a nimble, responsive PR team,which is well informed about what is happening
in the city and can capture the attention of as well as respond to journalists with timely
information, photography and contacts.
●Long-term strategic alliances with local organizations and events that attract visitors and
enhance the overall experience for tourists, including Hearst Castle, SLO Coast Wine
Collective, Cal Poly, Festival Mozaic, Downtown SLO,the PAC and the SLO Film Festival.
●Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
●The SLO Chamber continues to stay on top of the trends in tourism promotions,
working with regional, statewide, national & international partners to identify and act on
emerging trends and best practices.
3
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Project Team
The SLO Chamber has an experienced, professional staff who work together to execute projects
to completion with a track record of success. The key team members who will lead the work for
the Tourism Business Improvement District include:
Dusty Colyer-Worth
Visitor Center Manager
Dusty Colyer-Worth has been leading the Visitor Center and its team of
customer service professionals since February 2016.Dusty utilizes his
background in community relations, marketing, customer service and retail
management to lead the SLO Chamber ’s guest services efforts. Dusty also
served on the City of SLO’s Diversity, Equity, and Inclusion Task Force,
Jacqui Clark-Charlesworth
Director of Communications
Jacqui Clark-Charlesworth has been with the SLO Chamber since 2018, and
brings to the team a strong background in marketing,brand development &
public relations. In this role Jacqui works to share “why ” San Luis Obispo is a
wonderful place to vacation, live, work and generally enjoy life.
Keri Forsberg
Lead Communications & Social Media Strategist
Joining the SLO Chamber staff in 2015, Lead Communications & Social Media
Strategist Keri Forsberg has a degree in Recreation,Parks and Tourism Planning
and Management from Cal Poly and specializes in social media trends and
marketing, as well as connecting community members and businesses, to
enhance the region’s tourism promotion efforts.
Jim Dantona
President / CEO
Jim Dantona’s focus is on helping local businesses prosper. He brings his
professional experience in government and personal passion in economic
development to assisting on the contracts with the TBID and PCC. In addition,
Jim comes with more than 20 years of experience in the public and private
sector helping communities thrive.
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Proposals
Guest Services
The SLO Chamber ’s Visitor Center is in a unique position to provide the San Luis Obispo guest
with a friendly and informative experience before their arrival. This not only entices visitors to
San Luis Obispo but plays a pivotal role in the overall guest experience, encouraging travelers to
stay in and return to SLO. Through relationships developed with each of the TBID constituents
we are able to capitalize on the Visitor Center ’s significant face-to-face, phone and email traffic
to encourage travelers to stay in San Luis Obispo and match the right guest with the right
property. To this end, we are proposing to continue the current services we provide to the TBID.
The Chamber provides a hotel availability service that is currently exclusive to the TBID. Visitor
Center staff contact every TBID property each week,on behalf of the TBID, and maintain a record
of which hotels are sold out and which have availability for each Thursday, Friday and Saturday
as well as impacted weekdays throughout the year.This helps guests, who would otherwise need
to call each property on their own, easily find a room in the city. This service also allows for TBID
properties to refer their clients directly to the Visitor Center for centralized guest services. Since
July 2020, the Chamber has been able to utilize this availability information to refer TBID
properties more than 13,000 times. During the COVID-19 pandemic, this service also acted as a
vital connection point to relay and gather important information and data, and will continue to
do so as we move forward with recovery.
In addition, Visitor Center staff answer each call made to the TBID’s 1-877-SLO-TOWN phone
number, which serves as a response tool to the TBID’s advertising efforts and digital presence.
This creates the option for a ‘real person’ to assist in trip planning, ensuring that travelers
seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo
before even arriving. The telephone dedicated TBID 1-877-SLO-TOWN line includes voicemail for
after-hours in which calls are returned during the next day ’s hours of operation. In 2021-22, the
Visitor Center will be open seven days a week, Sunday-Wednesday,9:30 a.m. – 5 p.m., and
Thursday-Saturday, 9:30 a.m. – 6 p.m. for a total of 55.5 hours a week with additional hours
added on seasonally.
This year we are also proposing the continued use of the live chat service on VisitSLO.com that
was activated mid-March 2020 to maintain additional communication avenues. As more and
more interactions are taking place in a digital arena,this provides yet another way to capture
guests’ interest in San Luis Obispo.
Promotions - Sales Support - Fulfillment
The Visitor Center also serves as a fulfillment location and customer service lead for TBID special
promotions. We look forward to collaboration on the development of promotions, serving as the
customer service outlet for guest inquiries in regards to advertised promotions, and the delivery
of promotional materials to guests upon their arrival in San Luis Obispo. We propose to continue
this partnership, but as the needs and tactics of the TBID change and adapt, we also expand this
offering to include active support of the TBID’s sales objectives and follow up and fulfillment of
information requests about San Luis Obispo that come in from other sources.
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Scope of work
The scope of work within this proposal includes:
●Tracking room availability Thursday – Saturday through:
o Weekly email and phone calls to all constituents as well as additional tracking
for impacted weeks throughout the year (i.e. Cal Poly Week of Welcome, Cal
Poly Family Weekend)
o Availability information for impacted times will provided to TBID properties in
order to help maintain guest within the city
o Tracking will be extended to TBID Homestay properties that opt in to the service
o SLO hotel contact information included in advertising on exterior facing monitor
after Visitor Center hours on weekends
●Guest service and booking assistance for guests that call the customer service line
seeking tourist information on 1-877-SLO-TOWN
●Guest service and information assistance via the live chat widget on VisitSLO.com
●Site visits by Visitor Center staff to each hotel to build understanding of each property’s
unique offerings and their individual needs to ensure that the Visitor Center is making
informed and educated referrals
o Up to 6 activations per year
●Site visits to TBID strategic partners (ie: SLO Coast Wine properties) to deliver TBID
marketing and promotional materials
o Up to 2 activations per year
●Assisting guests in the Visitor Center with booking a SLO city hotel room
●Up to 4 activations per year of Visitor Center on-the-road service to assist in tourism
promotion at off-site or virtual events such as: trade shows, brand activations, or at
in-county TBID sponsored events, that fall upon mutually agreed dates. Lodging
expenses as needed would be covered by the city, similar to past years.
●Up to 4 activations per year of Visitor Center involvement in special promotions, sales
support, and information fulfillment including:
o Utilization of the Visitor Center as a fulfillment location for guest pick-up and
delivery of promotion
o Utilization of Visitor Center staff to respond to phone and email inquiries
regarding those promotions
o Involvement of Visitor Center manager in planning strategy and execution to
ensure seamless fulfillment
o Active support of TBID sales efforts (ie: follow up and auditing leads lists from
Visit SLOCAL and pushing information to TBID properties)
o Information request fulfillment to those that have expressed interest in San Luis
Obispo (ie: Visit CA lists)
▪Mail TBID brochure and other agreed open materials
$47,500 a year for the next two years
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Public Relations
Overview of 2020-21
Since 2014, the SLO Chamber has led tourism public relations for the City of San Luis Obispo
through a partnership between the Promotional Coordinating Committee and the Tourism
Business Improvement District. In this role, the SLO Chamber has managed the responsive and
proactive public relations efforts to showcase the best of San Luis Obispo and entice visitors and
locals to explore our city.
In 2020, the SLO Chamber began a new partnership with TBID’s public relations agency DCI. Over
the past year, we have developed a strong working relationship to promote SLO, where we act as
the boots-on-the-ground local expert supporting DCI’s national pitching and media relationships.
Serving both the TBID and the PCC ’s goals, our proactive work this past year has mainly focused
on economic recovery and resiliency, supporting our local businesses to ensure a thriving
community continues to exist for visitors and locals alike.
As part of this focus, contract elements include pitching story ideas, inviting writers and
influencers to experience the destination and coordinating those trips, sending out media
releases, responding to media inquiries, use of the SLO Chamber ’s photography library for
editorial requests and developing customized media kits. We do all this public relations work for
just one client – San Luis Obispo.
This focused effort is paying off; even in this past year we contributed to dozens of media
placements that highlight San Luis Obispo including those in Forbes, Thrillest, Reader ’s Digest,
HuffPost, TripSavvy, MSN & Fodor ’s.
2021-23 Strategy
Since March 2020, San Luis Obispo, like so many cities reliant on tourism, has been greatly
affected by the COVID-19 pandemic. As restrictions begin to ease and leisure travel resurges, San
Luis Obispo will be facing a new normal in tourism and in our community. Now more than ever, it
will be imperative to communicate the vitality and character of our community and showcase
San Luis Obispo as a safe, friendly and thriving city where people want to live and visitors want
to vacation.
The public relations program will share the story of the unique offerings San Luis Obispo has for
both residents and visitors by highlighting the character of the community and why locals love to
call SLO home. This includes the promotion of community initiatives and the sharing of
distinctive experiences which set the San Luis Obispo community apart from other destinations.
Objectives:
a)Promote San Luis Obispo as a destination to live,play and stay driving visitation and
delivering economic impact.
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b)Build consumer awareness serving as the voice of SLO by amplifying the destination
brand and reaching audiences locally, regionally and nationally.
c)Communicate the vitality and character of San Luis Obispo and the community.
Target audiences:
Our promotional efforts will target two audience groups:
1)Potential visitors ranging from millennials to baby boomers, in defined key drive
markets (Los Angeles, San Francisco, San Diego), as well as those with special
interests such as food and wine, outdoor activities or arts and culture.
2)Central Coast residents looking to rediscover what is in their backyard or within their
community.
Strategies to reach target audiences:
Specific to the Tourism Business Improvement District
Telling the right story in the right place
As our community bounces back, we will continue telling unique stories within our community
to promote businesses and the faces behind them, supporting SLO’s economic recovery. The
tourism industry is a vital part of San Luis Obispo and in our partnership with the TBID’s new
marketing team, we will amplify our voice and reach,operating as the boots-on-the-ground local
expert. We will work together to position San Luis Obispo as the ideal destination for visitors,
taking into consideration how the city fits into wider travel trends.
Press visits & FAMs
There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in
generating editorial placements that tell the San Luis Obispo story and showcase our key
messages. These placements inspire travel and educate consumers on the destination. This year
we will be:
●working with key partners to host individual and FAM visits based on existing
relationships and responsive leads
●additionally hosting visits as a result of DCI proactive outreach
Digital Influencer Hosting
As the digital influencer-sphere is growing, we have dedicated more attention to these content
creators. In our past work as lead on the digital influencer strategy, we have found success in
authentic relationship building and will continue to work with DCI to grow this program. We will
support partnerships with digital influencers that are relevant to the SLO brand, resonate with
our target audience and have a desired reach on their platform(s). This year we will be:
●working with key partners to host visits based on existing relationships and responsive
leads
●additionally hosting visits as a result of DCI proactive outreach
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Specific to the Promotional Coordinating Committee
Championing a vibrant economy
Small businesses are the lifeblood of our community and help shape the diverse economy in San
Luis Obispo. There are many unique and unearthed stories to be shared within the community.
As cities across the globe fight to regain their economic footing, highlighting the character and
the faces of San Luis Obispo will be an important piece of our success. The stories of creativity
and innovation among families, students, small business owners and professionals are waiting to
be told, and sharing these stories will encourage further connection amongst neighbors and
enhance the intrinsic feeling of joy felt when entering our community.
Uniquely SLO
Every inch of San Luis Obispo has its own unique history,and innovation and creativity is
brimming around every corner. Economic recovery continues to be at the forefront, and we will
build upon this past year ’s work to amplify this message to the community through continued
strategic partnerships, working with local and regional media, and promoting community
programs and campaigns.
Building back better
Our world shifted in many ways this past year. Beyond economic recovery and resiliency, we will
put a more focused effort on representing diverse voices through our work. Additionally, we will
continue to soldier on with our sustainability focus — not only a booming trend in travel
tourism, but a core pillar of SLO’s identity.
Foster Key Relationships:
It continues to be vital to work with our community partners to strengthen our collective
message. With less resources and more obstacles as we look to encourage people to explore our
city, the SLO Chamber will proactively work with other organizations to cross market through
public relations initiatives as well as grow strategic alliances. In the upcoming year we are excited
to further deepen our collaboration with strategic partners that contribute to the region’s
cultural vibrancy.
Visit California:We will leverage the large international megaphone that belongs to Visit
California by participating in its PR programs. Key opportunities include submitting content to
Visit California’s editorial board, participating in Visit California-led press trips, sharing content
on Visit California’s social media channels and potentially attending domestic media
marketplaces.
Central Coast Tourism Council:We will leverage the Central Coast Tourism Council’s growing
reach by participating in its PR efforts and positioning the destination as the heart of the Central
Coast.
Visit SLO CAL:We will leverage the national and international reach of Visit SLO CAL by
partnering closely with their PR team and participating in their programs. As the hub of SLO CAL,
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May 2021
SLO is poised to lead Visit SLO CAL-led press trips and ensure that SLO CAL understands our key
messages and the city as a productive partner in promoting our region.
SLO Coast Wine Collective:Understanding that the budding wine region is a flourishing aspect of
our destination, SLO will work with SLO Coast Wine’s team on telling that story and publicizing
the destination together.
Cal Poly:Cal Poly is not only one of the community’s largest economic drivers, but also a huge
draw for visitors whether they be families of students or those seeking the university ’s many
cultural offerings. Through our built-in relationship with Cal Poly, we are able to work with them
to get in front of additional audiences like alumni,staff recruits and other key stakeholders in the
university.
Mindbody:The SLO Chamber ’s great relationship with Mindbody has continued to strengthen.
Our shared interest in representing San Luis Obispo as a wellness destination, in addition to
highlighting our community as one where start-ups such as Mindbody thrive, is an excellent
example of the SLO Chamber ’s ability to bring together non-traditional tourism partnerships.
SLO Lodging Properties: We will work with the city’s lodging partners and any PR teams to lead
the destination portion of any hosted media or FAMS.As there is a shared interest for success in
both promoting the hotels and the destination, this partnership is natural but also tactical in its
approach.
Scope of work:
The scope of work within this proposal includes:
●In partnership with DCI agency:
o Developing the 2020-21 PR strategy and editorial calendar
o Sourcing ideas and content for responsive leads
o Building custom itineraries and hosting travel writers on individual and FAM trips
throughout the year
o Building custom itineraries and hosting digital influencers
o Maintaining VisitSLO.com media center
o Participation in and pitching of TBID coordinated special promotions such as
Money for a Rainy Day
o Working in coordination on the comprehensive marketing plan to increase brand
awareness across all platforms
●Continued independently:
o Fulfilling all media requests
o Tying in with Visit California, Visit SLO CAL & CCTC ’s public relations efforts to
enhance visibility and sync messaging
o Partnering with neighboring destinations on tourism initiatives
o Working with community partners on additional hosting opportunities
o Sourcing, building custom itineraries and hosting travel writers on individual and
FAM trips throughout the year with key partners
o Sourcing, building custom itineraries and hosting digital influencers with key
partners
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May 2021
o Participation in and pitching of City coordinated campaigns such as Support
Local to regional media and influencers
o Participating in potential out-of-area promotional trips including preparation,
media coordination and staff travel
$90,000 a year for PR Services for the next two years,jointly funded by the TBID and PCC
In 2020-21, the TBID and the PCC funded the contract 50/50
Media Monitoring
In 2021-22, we propose a continuation of the media monitoring contract with Cision which
allows the TBID & PCC to see the impact of public relations work, gives our PR team access to
contact information for outlets, freelancers and influencers,and allows for whitelisted
distribution of media releases. This is a pass-through contract, and because of the Chamber ’s
nonprofit status, the service is available at a significant discount. This year, we propose the TBID
and PCC once again, jointly fund the media monitoring service to ensure the SLO Chamber has
the tools they need to complete their work and measure results.
$7,425 a year jointly funded by the TBID and PCC
Summary
Guest Services for 2021-23 $47,500 a year
Public Relations Services for 2021-23 $90,000 a year*
*180,000, jointly funded by the TBID and PCC
Media Monitoring Service 2021-22 $7,425 a year*
*7,053.75 with early signing, proposing joint funding by the TBID and PCC
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TBID Budget Planning 2021‐22
Income Source 21‐22 Projection
TOT Revenue Assumption 7,213,000$
Adjusted TOT Revenue Assumptions
TBID Assessment (20% of TOT Revenue) 1,442,600$
Carryover
TBID Program Budget 1,442,600$
Fund Reserve 100,000$
Expenditure
TBID Board
Recommendation
% of Total
Budget
Expenditure (section in gray)21‐22 TBID Budget Allocation Detail
Operations/Staffing 256,852$ 17.8%
Administration Overhead (2% of TBID Assessment) 28,852$ 2.0%
Staffing (FTE & .75 FTE) 228,000$ 15.8%
Contracts 972,500$ 67.4%
Noble + DCI Marketing Contract 763,500$ 52.9%
$375k to agency fees; $375k to paid media spend ; $13,500 for
Q1 social management
Chamber of Commerce ‐ PR 45,000$ 3.1%2‐year contract; shared 50/50 w PCC
Chamber of Commerce ‐ Guest Services 47,500$ 3.3%2‐year contract
Chamber of Commerce ‐ Media Monitoring Service Fee 0.0%
2‐year contract; shared 50/50 w PCC; $3527 prepaid from 20‐
21
Co‐op Marketing Program Funding 30,000$ 2.1%Earmark $10k for VSC video distribution
Content Marketing Services 86,500$ 6.0%RFP for contracted services
Partnerships 5,000$ 0.3%
Cal Poly Athletics 0.0%
Modified from proposal to a 2‐year contract; $62,000 prepaid
from 20‐21
SLO Coast Wine Collective Membership 5,000$ 0.3%Annual membership
Events & Promotions 15,000$ 1.0%
Sustainability Initiative 15,000$ 1.0%Pilot program; contribution of 1% of TBID revenue
Tradeshows 23,000$ 1.6%
Tradeshows 15,000$ 1.0%22' IPW co‐op with Visit SLO CAL
Tourism Conferences 8,000$ 0.6%
Outlook Forum, CCTC Fall + Spring Workshops, others as
determined by staff
Tourism Organizations/Research 112,786$ 7.8%
CCTC Dues 1,000$ 0.1%Annual membership
Smith Travel Report Contract 3,500$ 0.2%Annual contract
CalTravel Membership 1,000$ 0.1%Annual membership
California Hotel & Lodging Association 27,286$ 1.9%Constituent membership
Research + Program Development 80,000$ 5.5%
Economic Impact (co‐op), Sustainability/Destination
Stewardship, Sales Strategy Development
STR Forecast Report ‐$ 0.0%Annual report
Support/ Meetings 56,940$ 3.9%
Tourism Program Expenses 5,000$ 0.3%Program expenses
FAM Trip Hosting 5,000$ 0.3%Media hosting via strategic partners
Contingency 41,440$ 2.9%Event Sponsorship, Misc. Marketing Opportunities
Services/Online Tools/Fulfillment (Dropbox, Crowdriff, Survey
Monkey)5,500$ 0.4%$6000 for crwdriff prepaid from 20‐21
100%
Subtotal 1,442,078$
Budget Remaining 522$
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Budget Preparation 2021-22
Budget 405,150$
Carryover
Total Budget 405,150$
Expenditure
2021-22
Expenditure Notes
Grants-in-Aid Funding 100,000$
$100k for GIA funding; up to 25
organzations at $4k each
Grants-in-Aid Marketing Support Contract 30,000$
2-year agreement with SLO
Chamber
Community Placemaking & Recovery Projects 52,000$
General Contract Services 6,400$
Visitor Center Operations 119,600$
2-year agreement with SLO
Chamber
PR Contract 45,000$
2-year agreement with SLO
Chamber for PR & Media
Monitoring Services
Downtown Maps 9,000$
Support Cost 5,000$
Administration (Staffing) 38,150$
Total 405,150$
Remaining Budget -$
Community Promotions Budget Worksheet
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, June 9, 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, June 9, 2021 at 5:31 p.m., by Chair Thomas via teleconference.
ROLL CALL
Present: Chair John Thomas, Vice Chair Samantha Welch, Committee Members John Conner,
Maureen Forsberg, Ryan Heath, Lori Lerian, and Robin Wolf
Absent: None
Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
Dana Matteson
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY
COMMITTEE MEMBER WOLF, CARRIED 7-0 to approve the Consent Agenda items 1 thru 6.
C.1 Minutes of the Meeting on May 12, 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
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS, MONTHLY REPORT
SLO Chamber of Commerce representative, Jacqui Clark-Charlesworth presented highlights
from the public relations report for the month and responded to committee questions.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. SERIES 4 BANNER CONCEPTS
Katy McGrath from Badger Branding presented two versions of the series 4 banner design
concepts for final committee consideration.
Public Comment
Dusty Colyer-Worth
Dana Matteson
Jacqui Clark-Charlesworth
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER HEATH, SECONDED BY VICE
CHAIR WELCH, CARRIED 6-1 (Committee Member Conner Opposed) to approve the simple
icon design, with modifications as discussed to be approved by Tourism Manager Cano.
2. FY 20-21 PROGRAM BUDGET STATUS
Tourism Manager Cano presented the status of the FY 20-21 budget and responded to
committee questions.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER CONNER, SECONDED BY VICE
CHAIR WELCH, CARRIED 7-0 to allocate $3,527 to prepay for FY 21-22 Media Monitoring
Services.
ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY
COMMITTEE MEMBER FORSBERG, CARRIED 7-0 to extend the dates of the GIA program
from end of Fiscal Year 20-21, through to end of the calendar year 2021.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 3
3. FY 21-22 MODIFIED GIA PROGRAM
Chair Thomas reviewed the COVID-19 induced recommended modifications to the GIA program for
FY 21-22, and responded to committee questions. Tourism Manager Cano reviewed the timeline.
Public Comment
Dana Matteson
--End of Public Comment--
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER WOLK, CARRIED 7-0 to approve the Modified GIA Program as presented.
4. FY 21-22 COMMUNITY PROMOTIONS PROGRAM BUDGET
Tourism Manager Cano presented the outline of the FY 21-22 budget considerations and
responded to committee questions.
Public Comment
Katy McGrath
Dusty Colyer-Worth
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER WOLF, SECONDED BY
COMMITTEE MEMBER CONNER, CARRIED 7-0 to approve the FY 21-22 Community
Promotions budget allocations and recommend to City Council.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
Vice Chair Welch reported on Restorative Partners Grill Cheese Festival.
2. COMMITTEE OUTREACH UPDATE -
Committee Member Forsberg reported on SLO Chamber of Commerce ribbon cutting events.
3. TBID BOARD REPORT – TBID Meeting Minutes: May 12, 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, highlighting the Buy
Local Bonus program.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of June 9, 2021 Page 4
ADJOURNMENT
The meeting was adjourned at 6:46 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, July 14, 2021 at 5:30 p.m. The location in person or via
teleconference will be announced when the agenda is posted, based on COVID-19 re-opening
protocol.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021
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May 2021
Proposal to the City of San Luis Obispo
Promotional Coordinating Committee
May 2021
Visitor Center & Promotional Services
Purpose:Build on the partnership between the San Luis Obispo Chamber of Commerce and the
City of San Luis Obispo’s Promotional Coordinating Committee to enhance and enrich the
resident and visitor experience in San Luis Obispo,create a central hub of community and visitor
information, and promote the region to potential visitors.
Expertise:The San Luis Obispo Chamber of Commerce looks forward to building on our existing
strengths including a successful track record of promoting San Luis Obispo, strong relationships
throughout the community as well as extensive experience providing public relations and visitor
services.
Looking forward:For more than 50 years, the Chamber has worked with the City of San Luis
Obispo’s Promotional Coordinating Committee to create new programs and utilize existing
Chamber assets to improve the quality of life and economic vitality of the community we live in;
we continue to seek new opportunities to deepen our partnership and further the
understanding of San Luis Obispo as an exceptional place to live and visit.
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Table of Contents
Cover letter 1
Qualifications 3
Project Team 4
Proposals 5
Summary 11
2
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May 2021
Qualifications
The San Luis Obispo Chamber of Commerce offers a distinctive and powerful combination of
strengths to assist the Tourism Business Improvement District in fulfilling its mission and
strategic direction.
●Direct relationships with more than 1,300 local businesses that represent nearly 39,000
employees throughout the county. These long-term relationships allow us to work
cohesively with local businesses to execute promotions,projects and media visits.
●Constant interaction with visitors in our downtown Visitor Center. More than 60,000
visitors were personally greeted and assisted in 2020 and we engaged with thousands
more over the phone and digitally. The center, which is open seven days a week, is
staffed by visitor information professionals who are trained to answer questions and
accommodate requests of locals, visitors and travel writers.
●Productive relationships with the media,rooted in our 40+ years of work in San Luis
Obispo public relations. We are the go-to resource for travel writers due to the strength
of the “chamber of commerce” brand and the strong relationships we have built through
the years.
●We have a nimble, responsive PR team,which is well informed about what is happening
in the city and can capture the attention of as well as respond to journalists with timely
information, photography and contacts.
●Long-term strategic alliances with local organizations and events that attract visitors and
enhance the overall experience for tourists, including Hearst Castle, SLO Coast Wine
Collective, Cal Poly, Festival Mozaic, Downtown SLO,the PAC and the SLO Film Festival.
●Access to a library of more than 50,000 current and historical images of San Luis Obispo
and the surrounding area. The award-winning images have appeared in publications
such as National Geographic Traveler, Los Angeles Times, Outside Magazine, San
Francisco Chronicle and many more.
●The SLO Chamber continues to stay on top of the trends in tourism promotions,
working with regional, statewide, national & international partners to identify and act on
emerging trends and best practices.
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May 2021
Project Team
The SLO Chamber has an experienced, professional staff who work together to execute projects
with a track record of success. The key team members who will lead the proposed work for the
Promotional Coordinating Committee include:
Dusty Colyer-Worth
Visitor Center Manager
Dusty Colyer-Worth has been leading the Visitor Center and its team of six
customer service professionals since February 2016.Dusty utilizes his
background in community relations, marketing, customer service and retail
management to lead the Chamber ’s guest services efforts.Dusty also recently
served on the City of SLO’s Diversity, Equity, and Inclusion Task Force.
Jacqui Clark-Charlesworth
Director of Communications
Jacqui Clark-Charlesworth has been with the Chamber since 2018, and brings
to the team a strong background in marketing, brand development & public
relations. In this role Jacqui works to share “why”San Luis Obispo is a
wonderful place to vacation, live, work and generally enjoy life.
Keri Forsberg
Lead Communications & Social Media Strategist
Joining the Chamber staff in 2015, Lead Communications & Social Media
Strategist Keri Forsberg has a degree in Recreation,Parks and Tourism Planning
and Management from Cal Poly and specializes in social media trends and
marketing as well as connecting community members and businesses, to
enhance the region’s tourism promotion efforts.
Jim Dantona
President / CEO
Jim Dantona’s focus is on helping local businesses prosper. He brings his
professional experience in government and personal passion in economic
development to assisting on the contracts with the TBID and PCC. In addition,
Jim comes with more than 20 years of experience in the public and private
sector helping communities thrive.
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Visitor Center
Overview of 2019-21
The San Luis Obispo Chamber of Commerce Visitor Center is a professionally staffed visitor
center open every day of the week, serving community members and tourists that are walking
in, calling and emailing with questions. During the two-year contract period of 2019-20 and
2020-21 we will have personally assisted more than 111,000 individuals face-to-face, and more
than 38,000 via phone, email, and digitally on behalf of the city. The traffic far exceeds any other
city/chamber visitor center in the county.
During the unprecedented period of the Covid-19 pandemic,the Visitor Center served as a vital
hub in support of our community - reopening as soon as possible to accommodate locals and
visitors, helping them navigate the ever changing landscape and regulations. Additionally,
supported the recovery efforts of the City with programs to keep our small businesses operating
during trying times.
2021 – 23 Proposal
As the Visitor Center continues to be an information and community support hub for both
tourists and locals, and as we also continue to advance pandemic recovery efforts, we look
forward to maintaining a spirit of nimbleness and responsiveness to the changing needs of our
community. The SLO Chamber is committed to our partnership and support of the Promotional
Coordinating Committee and looks forward to growing our efforts as we navigate recovery and
beyond together.
We are open to new thoughts and ideas as the PCC moves forward in it’s vital work in making
our community vibrant and thriving. When new strategies and possible work scopes develop, we
are ready and willing to jump in, help out, and come to the table with how we can expand our
long-standing partnership further.
Additionally, as the Promotional Coordinating Committee continues to establish their strategic
initiatives, such as the banner program, neighborhood placemaking, and advancement of the
City’s Diversity, Equity, and Inclusion major City goal — the Visitor Center can serve as an
informational, physical location to help tell the story of the PCC ’s work to enhance San Luis
Obispo for all.
To continue to meet the needs of the visitors and residents seeking support, we propose
maintaining the current Visitor Center hours of being open seven days a week,
Sunday-Wednesday 9:30 a.m. – 5 p.m., and Thursday-Saturday,9:30 a.m. – 6 p.m. for a weekly
operation of 55.5 hours.
The Chamber proposes that the City continue its historic support of the SLO Visitor Center for a
contract value of $119,600.
$119,600 a year for 2021-22 and 2022-23 fiscal years
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San Luis Obispo City Maps
The tear-off, tableted city maps are the most utilized visitor resource in our Visitor Center as well
as throughout San Luis Obispo. Maps are distributed quarterly and on-demand to all San Luis
Obispo city hotels as well as hospitality partners including Amtrak, wineries and local museums.
The last update and reprint was in Spring 2019, the supply of which can be supplementary to the
Visitor Center but will not be sufficient for additional partners. We propose another print run of
150,000 to keep up with the demand for distribution of approximately 37,500 maps each
quarter.
$9,000 for 150,000 maps with minor updates
GIA Marketing Support
Over the last nine years, the Chamber has provided event promotion and public relations
support to the Promotional Coordinating Committee’s Grants-In-Aid recipients. This partnership
has been aimed at driving attendance and support by residents and visitors to events in the city.
This past year our support for the modified program included all previous services with the
addition of planning and executing two inspirational and informational events, offering 1:1 tech
consultations and creating a “how-to” guide for launching an online event. In March of 2021 we
further pivoted our services to support the pilot Plaza Pop-Ups, a second modification to the
program. We propose a continuation of the modified GIA support with the option to host
additional events as part of the Think Differently series if there is a need. Additionally, we will
continue to work with the PCC to adjust our services based on the ongoing needs of the
program.
$30,000 a year
Public Relations
Overview of 2020-21
Since 2014, the SLO Chamber has led tourism public relations for the City of San Luis Obispo
through a partnership between the Promotional Coordinating Committee and the Tourism
Business Improvement District. In this role, the SLO Chamber has managed the responsive and
proactive public relations efforts to showcase the best of San Luis Obispo and entice visitors and
locals to explore our city.
In 2020, the SLO Chamber began a new partnership with TBID’s public relations agency DCI. Over
the past year, we have developed a strong working relationship to promote SLO, where we act as
the boots-on-the-ground local expert supporting DCI’s national pitching and media relationships.
Serving both the TBID and the PCC ’s goals, our proactive work this past year has mainly focused
on economic recovery and resiliency, supporting our local businesses to ensure a thriving
community continues to exist for visitors and locals alike.
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As part of this focus, contract elements include pitching story ideas, inviting writers and
influencers to experience the destination and coordinating those trips, sending out media
releases, responding to media inquiries, use of the SLO Chamber ’s photography library for
editorial requests and developing customized media kits. We do all this public relations work for
just one client – San Luis Obispo.
This focused effort is paying off; even in this past year we contributed to dozens of media
placements that highlight San Luis Obispo including those in Forbes, Thrillest, Reader ’s Digest,
HuffPost, TripSavvy, MSN & Fodor ’s.
2021-23 Strategy
Since March 2020, San Luis Obispo, like so many cities reliant on tourism, has been greatly
affected by the COVID-19 pandemic. As restrictions begin to ease and leisure travel resurges, San
Luis Obispo will be facing a new normal in tourism and in our community. Now more than ever, it
will be imperative to communicate the vitality and character of our community and showcase
San Luis Obispo as a safe, friendly and thriving city where people want to live and visitors want
to vacation.
The public relations program will share the story of the unique offerings San Luis Obispo has for
both residents and visitors by highlighting the character of the community and why locals love to
call SLO home. This includes the promotion of community initiatives and the sharing of
distinctive experiences which set the San Luis Obispo community apart from other destinations.
Objectives:
a)Promote San Luis Obispo as a destination to live,play and stay driving visitation and
delivering economic impact.
b)Build consumer awareness serving as the voice of SLO by amplifying the destination
brand and reaching audiences locally, regionally and nationally.
c)Communicate the vitality and character of San Luis Obispo and the community.
Target audiences:
Our promotional efforts will target two audience groups:
1)Potential visitors ranging from millennials to baby boomers, in defined key drive
markets (Los Angeles, San Francisco, San Diego), as well as those with special
interests such as food and wine, outdoor activities or arts and culture.
2)Central Coast residents looking to rediscover what is in their backyard or within their
community.
Strategies to reach target audiences:
Specific to the Tourism Business Improvement District
Telling the right story in the right place
As our community bounces back, we will continue telling unique stories within our community
to promote businesses and the faces behind them, supporting SLO’s economic recovery. The
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tourism industry is a vital part of San Luis Obispo and in our partnership with the TBID’s new
marketing team, we will amplify our voice and reach,operating as the boots-on-the-ground local
expert. We will work together to position San Luis Obispo as the ideal destination for visitors,
taking into consideration how the city fits into wider travel trends.
Press visits & FAMs
There is no substitute for experiencing San Luis Obispo firsthand. Press trips play a major role in
generating editorial placements that tell the San Luis Obispo story and showcase our key
messages. These placements inspire travel and educate consumers on the destination. This year
we will be:
●working with key partners to host individual and FAM visits based on existing
relationships and responsive leads
●additionally hosting visits as a result of DCI proactive outreach
Digital Influencer Hosting
As the digital influencer-sphere is growing, we have dedicated more attention to these content
creators. In our past work as lead on the digital influencer strategy, we have found success in
authentic relationship building and will continue to work with DCI to grow this program. We will
support partnerships with digital influencers that are relevant to the SLO brand, resonate with
our target audience and have a desired reach on their platform(s). This year we will be:
●working with key partners to host visits based on existing relationships and responsive
leads
●additionally hosting visits as a result of DCI proactive outreach
Specific to the Promotional Coordinating Committee
Championing a vibrant economy
Small businesses are the lifeblood of our community and help shape the diverse economy in San
Luis Obispo. There are many unique and unearthed stories to be shared within the community.
As cities across the globe fight to regain their economic footing, highlighting the character and
the faces of San Luis Obispo will be an important piece of our success. The stories of creativity
and innovation among families, students, small business owners and professionals are waiting to
be told, and sharing these stories will encourage further connection amongst neighbors and
enhance the intrinsic feeling of joy felt when entering our community.
Uniquely SLO
Every inch of San Luis Obispo has its own unique history,and innovation and creativity is
brimming around every corner. Economic recovery continues to be at the forefront, and we will
build upon this past year ’s work to amplify this message to the community through continued
strategic partnerships, working with local and regional media, and promoting community
programs and campaigns.
Building back better
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Our world shifted in many ways this past year. Beyond economic recovery and resiliency, we will
put a more focused effort on representing diverse voices through our work. Additionally, we will
continue to soldier on with our sustainability focus — not only a booming trend in travel
tourism, but a core pillar of SLO’s identity.
Foster Key Relationships:
It continues to be vital to work with our community partners to strengthen our collective
message. With less resources and more obstacles as we look to encourage people to explore our
city, the SLO Chamber will proactively work with other organizations to cross market through
public relations initiatives as well as grow strategic alliances. In the upcoming year we are excited
to further deepen our collaboration with strategic partners that contribute to the region’s
cultural vibrancy.
Visit California:We will leverage the large international megaphone that belongs to Visit
California by participating in its PR programs. Key opportunities include submitting content to
Visit California’s editorial board, participating in Visit California-led press trips, sharing content
on Visit California’s social media channels and potentially attending domestic media
marketplaces.
Central Coast Tourism Council:We will leverage the Central Coast Tourism Council’s growing
reach by participating in its PR efforts and positioning the destination as the heart of the Central
Coast.
Visit SLO CAL:We will leverage the national and international reach of Visit SLO CAL by
partnering closely with their PR team and participating in their programs. As the hub of SLO CAL,
SLO is poised to lead Visit SLO CAL-led press trips and ensure that SLO CAL understands our key
messages and the city as a productive partner in promoting our region.
SLO Coast Wine Collective:Understanding that the budding wine region is a flourishing aspect of
our destination, SLO will work with SLO Coast Wine’s team on telling that story and publicizing
the destination together.
Cal Poly:Cal Poly is not only one of the community’s largest economic drivers, but also a huge
draw for visitors whether they be families of students or those seeking the university ’s many
cultural offerings. Through our built-in relationship with Cal Poly, we are able to work with them
to get in front of additional audiences like alumni,staff recruits and other key stakeholders in the
university.
Mindbody:The SLO Chamber ’s great relationship with Mindbody has continued to strengthen.
Our shared interest in representing San Luis Obispo as a wellness destination, in addition to
highlighting our community as one where start-ups such as Mindbody thrive, is an excellent
example of the SLO Chamber ’s ability to bring together non-traditional tourism partnerships.
SLO Lodging Properties: We will work with the city’s lodging partners and any PR teams to lead
the destination portion of any hosted media or FAMS.As there is a shared interest for success in
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both promoting the hotels and the destination, this partnership is natural but also tactical in its
approach.
Scope of work:
The scope of work within this proposal includes:
●In partnership with DCI agency:
o Developing the 2020-21 PR strategy and editorial calendar
o Sourcing ideas and content for responsive leads
o Building custom itineraries and hosting travel writers on individual and FAM trips
throughout the year
o Building custom itineraries and hosting digital influencers
o Maintaining VisitSLO.com media center
o Participation in and pitching of TBID coordinated special promotions such as
Money for a Rainy Day
o Working in coordination on the comprehensive marketing plan to increase brand
awareness across all platforms
●Continued independently:
o Fulfilling all media requests
o Tying in with Visit California, Visit SLO CAL & CCTC ’s public relations efforts to
enhance visibility and sync messaging
o Partnering with neighboring destinations on tourism initiatives
o Working with community partners on additional hosting opportunities
o Sourcing, building custom itineraries and hosting travel writers on individual and
FAM trips throughout the year with key partners
o Sourcing, building custom itineraries and hosting digital influencers with key
partners
o Participation in and pitching of City coordinated campaigns such as Support
Local to regional media and influencers
o Participating in potential out-of-area promotional trips including preparation,
media coordination and staff travel
$90,000 a year for PR Services for the next two years,jointly funded by the TBID and PCC
In 2020-21, the TBID and the PCC funded the contract 50/50
Media Monitoring
In 2021-22, we propose a continuation of the media monitoring contract with Cision which
allows the TBID & PCC to see the impact of public relations work, gives our PR team access to
contact information for outlets, freelancers and influencers,and allows for whitelisted
distribution of media releases. This is a pass-through contract, and because of the Chamber ’s
nonprofit status, the service is available at a significant discount. This year, we propose the TBID
and PCC once again, jointly fund the media monitoring service to ensure the SLO Chamber has
the tools they need to complete their work and measure results.
$7,425 a year jointly funded by the TBID and PCC
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Summary
San Luis Obispo City Tear-Off Maps $9,000
GIA Marketing Support $30,000 a year
Public Relations Services for 2021-23 $90,000 a year*
*180,000, jointly funded by the TBID and PCC
Media Monitoring Service 2021-22 $7,425 a year*
*7,053.75 with early signing, proposing joint funding by the TBID and PCC
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 12, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 12, 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, May 12, 2021 at 5:31 p.m., by Chair Thomas via teleconference.
Chair Thomas opened the meeting with a moment of silence in honor of Officer Luca Benedetti.
ROLL CALL
Present: Chair John Thomas, Vice Chair Samantha Welch, John Conner, Maureen Forsberg,
Ryan Heath, Lori Lerian, and Robin Wolf
Absent: None
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 VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER LERIAN, CARRIED 7-0 to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on April 14, 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
C.7 Modified GIA Program: Grant + Plaza Partnership Recommendation Report
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 12, 2021 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS, MONTHLY REPORT
SLO Chamber of Commerce representative, Jacqui Clark-Charlesworth provided a PowerPoint
presentation and responded to Committee inquiries.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. SERIES 4 BANNER CONCEPTS
Katy McGrath from Badger Branding presented the series 4 banner design concepts.
Public Comment
Dusty Colyer-Worth
Jacqui Clark-Charlesworth
--End of Public Comment--
ACTION: By consensus the Committee directed to move forward with Design 3 with the color
pallet and shadowing of Design 1 and come back at the next meeting with refined designs.
2. NEIGHBORHOOD MAP PROJECT
Jacqui Clark-Charlesworth, SLO Chamber presented a project proposal for the development
of maps for select Downtown adjacent neighborhoods and/or business districts.
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER WOLF, SECONDED BY
COMMITTEE MEMBER FORSBERG, CARRIED 7-0 to use the leftover funds to produce the
new maps as presented at the meeting.
3. SLO CHAMBER CONTRACT PROPOSALS
Jim Dantona, Dusty Colyer-Worth and Jacqui Clark-Charlesworth, SLO Chamber presented a
contract proposal for Public Relations Support, Visitor Services and GIA Support.
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DRAFT Minutes – Promotional Coordinating Committee Meeting of May 12, 2021 Page 3
Public Comment
None.
--End of Public Comment--
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER CONNER, CARRIED 7-0 to contract proposal for Public Relations Support, Visitor
Services and GIA support as presented.
1. 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 Taken on this item.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
Member Lerian reported on SLO Bike Coalition, RACE Matters combined event.
Chair Thomas announce SLO Pride events.
Member Welch reported on Restorative Partners Grill Cheese Festival.
2. COMMITTEE OUTREACH UPDATE -
provided an update on SLO Master Coral and Spokes events.
3. TBID BOARD REPORT – TBID Meeting Minutes: May 12, 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 7:54 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, June 9, 2021 at 5:30 p.m., via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021
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