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Minutes – Tourism Business Improvement District Board Meeting of 7/14/2021 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, July 14, 2021
Regular Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The regular meeting of the San Luis Obispo Tourism Business Improvement District Board was called to
order on July 14, 2021 at 10:02 a.m. by Chair John Conner.
ROLL CALL
Present: Chair John Conner, Vice Chair LeBren Harris and members David Smith, Natalie Ward, and
Matt Wilkins
Absent: Members Stephanie Bolles and Pragna Patel-Mueller
Staff: Tourism Manager Molly Cano and Tourism Coordinator Chantal Stewart
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Tom Nuckols from the SLO Noor Foundation and John Thomas from PCC introduced themselves and the
organization. Information on the Noor Foundation was provided which staff will make available to TBID
constituents.
--End of Public Comment--
CONSENT ITEMS
ACTION: MOTION BY BOARD MEMBER WARD SECONDED BY BOARD VICE CHAIR
WILKINS, CARRIED 5-0-2 TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7.
C.1 Minutes of Meeting on Wednesday, June 9, 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
C.7 Marketing Committee: Tradeshow Co-Op Program Commitment Report
PRESENTATION ITEMS
1. SLO CHAMBER Q4 & YEAR-END PRESENTATION
Representatives from the San Luis Obispo Chamber of Commerce presented the end of year highlights and
data for the 2020-21 Guest Services and Public Relations contracted work. Notable items included 16,693
hotel referrals from the Visitor Center and Cal Poly related visits are booming. Additionally, we received
mentions in Forbes Magazine and Reader’s Digest and have thrived in promoting support local and
sustainability efforts over the last fiscal year.
Minutes – Tourism Business Improvement District Board Meeting of 7/14/21 Pg. 2
BUSINESS ITEMS
1. MARKETING SERVICES Q4 & YEAR-END PRESENTATION
Agency representatives from Noble Studios and DCI presented the Q4 and end of year highlights and
data for the 2020-21 marketing agency contracted work. Highlights included great SEO numbers such
as a 27% increase in organic traffic, the website and blog seeing a 62% increase YOY in overall traffic
and an 84% increase in desktop site speed index. Email marketing continued to hold a consistent and
the agency team is looking into more personal experiences for the 30K database starting Q1 in 2021-
22. DCI was able to secure 27 total PR placements for the 2020-21 fiscal year and help SLO outperform
industry benchmarks.
Looking ahead, Shyla from Noble Studios reviewed the upcoming 30/60/90 day plan and reviewed the
remaining fiscal year 2020-21 paid media budget that has two options for board consideration:
1. Roll remaining funds into FY 21-22 paid media budget.
2. Roll remaining funds into SLO TBID general funds.
By consensus, the board members preferred to roll funds into the TBID’s general fund to maintain flexibility
in a still questionable time with unforeseen changes.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER SMITH SECONDED BY BOARD MEMBER YOUNG-
HARRIS, CARRIED 5-0-2 to move forward with Option 2 as presented to move the remaining $26,210.85
paid media budget from FY 2020-21 into the TBID’s general fund.
2. 2021-22 MARKETING & BUSINESS PLAN APPROVAL
Agency representatives presented the high-level pieces of the Marketing & Business Plan as reviewed and
recommended by the Marketing Committee for the 2021-22 fiscal year. Highlights included a change in
photography used throughout the plan (30% are landscape photos and 62% of the photos include
diversity) and an added DEI and Sustainable SLO section.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER WARD,
CARRIED 5-0-2 to adopt the 2021-22 Marketing and Business Plan as presented.
3. 2021-22 BRAND CAMPAIGN CONCEPT
Agency representatives presented the creative brand campaign concept as recommended by the Marketing
Committee including an update to the current logo that allows for more flexibility and an extension to the
primary brand color palette. Additionally, Gabbi of Noble Studios reviewed the SLO Life Mantra and the
‘Say Hello to the SLO Life’ Brand Campaign Concept. Board members provided feedback and potential
concerns with the mantra.
Public Comment
Visitor Center Manager, Dusty Colyer-Worth voiced how he sees people truly living the SLO Life
while in town. Katy McGrath from Badger Branding suggested to creatively utilize the dot above the
‘i’ in obispo for the logo update.
Minutes – Tourism Business Improvement District Board Meeting of 7/14/21 Pg. 3
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER SMITH,
CARRIED 5-0-2 to move forward with the presented logo and color update, brand line and campaign
concept as presented and recommended by the Marketing Committee.
4. CONTENT MARKETING SERVICES RFP UPDATE
Staff reviewed the status and upcoming dates of the TBID’s Content Marketing Services RFP. Tourism
Manager Cano also reviewed recent changes including the budget amount of the not to exceed of $86,000
being named within the RFP and the addition to require ‘expert knowledge of San Luis Obispo’ instead of
requiring a local business location to avoid discrimination.
Public Comment
None.
--End of Public Comment--
No action was taken.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Many noted that the biggest challenge currently is finding hotel staffing.
2. MARKETING COMMITTEE UPDATE – None.
3. MANAGEMENT COMMITTEE UPDATE – None.
4. PCC UPDATE – Chair Conner reported on activities such as banners, budget discussions and GIA.
5. VISIT SLO CAL UPDATE – Tourism Manager Cano reported on the research that is starting, travel
trade bid in the Fall, reengagement on website updates and the visitor guide magazine development.
6. TOURISM PROGRAM UPDATE – Tourism Manager Cano reported on our team participating in Cal
Poly SLO Days in a different capacity this year, and upcoming dates to remember:
i. 8/3/21 RFP Task force
ii. 8/4/21 Marketing Committee
iii. 8/5/21 Management Committee
iv. 8/11/21 Board Meeting:
v. 8/18/21 Special Board Meeting:
ADJOURNMENT
The meeting was adjourned at 12:06 p.m.. The next Tourism Business Improvement District Board meeting
will be a special meetin and is scheduled for Thursday, August 11, 2021 at 10:00 a.m. held remotely and
via teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: 08/11/2021