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Home My WebLink AboutItem 7a. 2020-21 TBID Annual ReportCouncil- Report Item 7a Department: Administration Cost Center: 208-1006 For Agenda of: 9/21 /2021 Placement: Business Estimated Time: 30 minutes FROM: Greg Hermann, Deputy City Manager Prepared By: Molly Cano, Tourism Manager SUBJECT: 2020-21 ANNUAL REPORT OF THE TOURISM BUSINESS IMPROVEMENT DISTRICT :7xd01LY,IJil=I'lol_%IIf] ►I 1. As recommended by the Tourism Business Improvement District (TBID) Board, receive and approve the TBID Board's annual report for FY 2020-21; and 2. Adopt a Resolution of Intention entitled, "A Resolution of the City Council of the City of San Luis Obispo, California, declaring its intention to continue the San Luis Obispo Tourism Business Improvement District, to continue the basis for and to levy the assessment for the district, and to set a date for the Public Hearing on the district and the assessment for 2021-22." DISCUSSION Background In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business improvement district as requested by the local lodging industry. The district was formed under the State's Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code and codified into the City's Municipal Code under Chapter 12.42. Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the State's Parking and Business Improvement Law, the appointed TBID Advisory Board is to submit an annual report (Attachment A) that outlines the past year's efforts and how the funding was used and to what effect. Section 36534 further requires that after the approval of the annual report, the Council shall adopt a resolution of intention (Attachment B) to levy an annual assessment for that fiscal year. The resolution also sets a public hearing in order to receive any written or oral protests against the continuation of the TBID as required by the applicable statute. Page 161 of 359 Item 7a Annual Report On September 8, 2021, the TBID Board met in a regular monthly meeting to finalize the 2020-21 annual report for recommendation to the Council. Public noticing for the TBID Advisory Board meeting was performed through the posting of the agenda on the City's website by 5:00 pm on September 3, 2021. For convenience, the agenda was also distributed to TBID constituents and stakeholders via email. The annual report reiterates the use of the TBID funds within the defined marketing platform that guides the strategy used to deliver on the TBID's objective and goals. The annual report's contents include: 1. TBID Background and Advisory Body 2. 2020-21 Year by the Numbers 3. Strategic Plan Implementation and Program Approach 4. 2020-21 Summary of Activities 5. 2020-21 Financial Statement 6. Looking Ahead to 2021-22 7. Charts and Graphs showing various results Next Steps Should the City Council approve the annual report and adopt the resolution of intention, a public hearing will be noticed for November 2, 2021. The public hearing will allow hoteliers to submit comments, voice concerns, and protest the assessment. As set forth in Sections 36524 and 36525 of the California Streets and Highways Code, the Council has the ability to continue the proposed citywide TBID at this public hearing, unless oral or written protests are received from City hoteliers that pay 50% or more of the proposed assessments. In that event, the Council cannot consider continuation of the TBID in the City for at least one year. Noticing Schedule Legal notices regarding the Council's review and approval of the TBID annual report were sent to TBID properties on September 9, 2021. For convenience, the link to the agenda was also distributed to TBID constituents and stakeholders via email. Previous Council or Advisory Body Action On September 8, 2021, the TBID Board approved the 2020-21 annual report for submission to Council and recommended the continuation of the TBID for fiscal year 2021-22 (Attachment C). Policy Context As referenced in the City's Municipal Code, 12.42.060 and Sections 36530 and 36533 of the State's Parking and Business Improvement Law, the appointed TBID Advisory Board is to submit an annual report that outlines the past year's efforts and how the funding was used and to what effect. Page 162 of 359 Item 7a Public Engagement This item is on the agenda for the September 21, 2021 Council meeting and will follow all required postings and notifications. The public may have an opportunity to comment on this item at or before the meeting. All Advisory Body Meetings for the TBID were noticed in accordance with Brown Act standards. ENVIRONMENTAL REVIEW The California Environmental Quality Act 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 Funding Identified: Yes Fiscal Analysis: Budget Year: 2020-21 Funding Sources Total Budget Available Current Funding Request Remaining Balance Annual Ongoing Cost General Fund $ $ $ $ State Federal Fees Other: Total $ $ $ $ The current unaudited year-end TBID Assessment Revenue for 2020-21 is $1,381,106.48, which is approximately $127,706 or 10% more than the budgeted amount reflected on page 67 of the 2019-21 Financial Plan Supplement. This is largely due to a very strong fourth quarter when gradual lifting of Covid restrictions lead to a strong return of visitor activities. In 2021-22, the TBID projected revenue is $1,442,600 and is budgeted for program costs including staffing. Additionally, the City will retain approximately $29,000 of the assessment revenue- roughly 2% of 2021-22 TBID Assessment Revenue - to cover the City's administrative costs associated with collecting and disbursing the assessment. Page 163 of 359 Item 7a ALTERNATIVES The Council may choose to not approve the report or levy the assessment. This action is not recommended as the advisory body has fully reviewed the report and recommended the approval to Council in order to move forward with the Public Hearing for the TBID. ATTACHMENTS A — SLO TBID 2020-21 Annual Report B — Draft Resolution of Intention to continue the SLO TBID C — TBID Draft Minutes from September 8, 2021 Page 164 of 359 LO T ID ANNUAL REPORT 2020-2021 Iy 11 7 san LDS "C SLO TBID SUMMARY OF OPERATIONS ..................... 3 Background................................................. 3 2020-21 Advisory Board ...................................... 3 Advisory Body Bylaws ........................................ 4 2020-21 Year By the Numbers (TOT) ....................... 5 Strategic Plan Implementation ............................ 6 Constituent Relations .................................... 7 Marketing Activities ...................................... 8 Branding & Campaign ........................................ 9 Website....................................................10 Search Engine Optimization ................................. 10 Digital Media................................................11 Social Media ............................................... 12 Print Advertising ........................................... 12 Email Marketing ............................................ 13 Public Relations ............................................ 14 Support Local..............................................15 Guest Services.............................................15 Strategic Partnerships.......................................16 Industry Relations ........................................... 17 Awards & Accolades.........................................18 2020-21 Financial Analysis................................19 Income....................................................19 Expenditures...............................................20 Looking Ahead to 2021-22................................21 Appendix.............................................. 22 TOT Year to Year Chart 2020-21 .............................. 22 TOT Month -to -Month 2020-21................................ 22 OCC Month -to -Month 2020-21................................ 23 ADR Month -to -Month 2020-21................................ 23 RevPar Month -to -Month 2020-21 ............................. 24 Strategic Plan 2020-21 Chart ................................ 24 Marketing Process 2020-21 Chart ............................. 25 2 SLO TBID Annual Report 2020-21 Page-406teif�59 �i 0000 �t t :M_ I (_f A_ SLO TBID SUMMARY OF OPERATIONS BACKGROUND In June 2008 the City Council adopted Ordinance 1517 establishing the Tourism Business Improvement District (TBID) in the City of San Luis Obispo as requested by the local lodging industry. The assessment of two percent of gross receipts for the district became effective on Oct. 1, 2008, and the use of funds was defined in Section 12.42.030 of the Municipal Code as follow: "This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement Area Law of 1989 (Sections 36500 et. seq., of the California Streets and Highways Code). The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination." ADVISORY BODY The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District advisory board that is staffed by City of San Luis Obispo hotel owners, operators and/or managers. The board members are appointed by the City Council and serve for an initial term of four years with the opportunity to serve a second term for a maximum of eight years. 2020-21 ADVISORY BOARD David Smith John Conner (Chair) LeBren Harris (Vice Chair) Matthew Wilkins Natalie Ward Pragna Patel -Mueller Stephanie Bolles Bruce Skidmore Clint Pearce John Byrns Hotel SLO Appointed 3/31/25 Petit Soleil 3/31/24 Hampton Inn & Suites by Hilton 3/31/25 La Cuesta Inn Appointed 3/31/25 Hotel Cerro Appointed 3/31/24 Hotel Buena Vista 3/31/23 Courtyard Marriott Appointed 3/31/23 Embassy Suites Resigned Madonna Inn Completed The Kinney SLO Resigned 3 SLO TBID Annual Report 2020-21 SLO TBID SumPefflig 41fir-Atbf-359 1 ADVISORY BODY BYLAWS In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and functions as: The functions and duties of the TBID Board shall include, but not be limited to, the following: • Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing program consistent with industry goals and objectives. • Develop advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo. • Present an annual assessment report to the City Council regarding the implemented promotional programs and projects. • Perform any other lawful tasks as directed by the Council. The Board meets monthly on the second Wednesday at 10 a.m. for its regular board meeting. In 2020-21, the Board met 15 times for regularly scheduled Monthly Board Meetings and Special Board Meetings. It held 12 regularly scheduled Board Meetings all in a virtual format and three Special Board meetings including one in -person Branding Workshop. Additionally, the Board utilized the two standing committees composed of board members — the Management Committee and the Marketing Committee — to execute detailed program development work and to offer expenditure recommendations to the Board. In 2020-21, the TBID also formed a DEI taskforce to work with staff on the Diversity, Equity and Inclusion (DEI) work for the TBID. 4 SLO TBID Annual Report 2020-21 SLO TBID SumPefflig 468tigf-359 2020-21 YEAR BY THE NUMBERS (TOT) In the 2020-21 fiscal year, the City collected $6,921,335.30 million in transient occupancy tax (TOT). This number represents a 10 percent increase in revenue compared to FY 2019-20, which was also severely impacted by the COVID-19 pandemic. The TOT revenue in FY 20-21 exceeded the City's projected budget by more than $600,000. While TOT revenue for the City was still below pre-COVID years, the positive increase represents a strong step toward economic recovery. The City's occupancy for fiscal year 2020-21 was relatively flat compared to the 2019-20 fiscal year with the average annual occupancy rate slightly above 58 percent for the year. When compared to occupancy pre - pandemic, it was 18 percent below the 2018-19 fiscal year when annual average occupancy for the City was at 70 percent. A bright spot: the results of the Average Daily Rate (ADR) for the City tells a different story. In 2020-21 the annual ADR was approximately $158, which is almost $13 more than the previous year and $4 more than the pre - pandemic year. The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room. In the 2020-21 fiscal year the annual average RevPAR was up 7 percent from the prior year at the rate of $93.73. Finally, the downtown Visitor Center served just over 63,000 in -person guests. 2020-21 YEAR BY THE NUMBERS BREAKDOWN TOT $6,921,335.30 10% Occupancy 58.13% 0.7% ADR $157.66 8.8% RevPAR $93.73 6.9% CHECK THE APPENDIX TO VIEW COMPLETE GRAPHS (FOR TOT/ADR/REVPAR/OCC) 5 SLO TBID Annual Report 2020-21 SLO TBID SurrPeffliy 169tbfs359 bI I IP - r- -mom A 'm STRATEGIC PLAN IMPLEMENTATION Due to the impacts of COVID-19, the TBID updated the TBID Strategic Plan in December 2020. This document serves as one piece of the framework for the direction and decisions made by the TBID Board for the tourism program this fiscal year. As defined within the plan, the TBID is focused on the fulfillment of five Strategic Imperatives: • Elevate the SLO brand and experience • Deliver smart growth • Build meaningful partnerships • Ensure operational excellence • Foster destination resilience Each of these imperatives contain objectives and initiatives the TBID Board strives to achieve over the plan's lifespan. TBID completed a Destination Resilience Assessment as one new component of the strategic plan. Six dimensions of the organization were assessed to identify gaps in resilience: visitors, stakeholders, marketing and communications, leadership, team and funding. The TBID will continue to use these results as inputs to the creation of future marketing plans, strategic plans and destination plans to ensure the resilience of the destination into the future. CHECK THE APPENDIX TO VIEW STRATEGIC IMPLEMENTATION CHART 6 SLO TBID Annual Report 2020-21 Strategic P e'i 7@a6fin3 j9 CONSTITUENT RELATIONS Due to the ever -changing nature of the COVID-19 pandemic and the impacts it had on the tourism industry, the connection with TBID constituents was extremely important this year. As a commitment to the imperative to "Ensure Operational Excellence" the TBID Board continued to support constituent relations efforts in 2020-21. To keep the lodging constituency abreast of all TBID business, the Board was assigned properties to liaise. Each board member was responsible for communication with their respective group of hotels. Members were then asked to report their findings during the "Hotel Update" portion of each Board meeting agenda. The TBID also leveraged the outreach support of the SLO Chamber's contracted services to perform weekly lodging call arounds and quarterly hotel visits. This resulted in 4,968 touch points with San Luis Obispo hotels through phone calls, emails and property visits to distribute important visitor -serving collateral as well as COVID-19 safety signage and PPE to all lodging properties in the City of SLO. 7 SLO TBID Annual Report 2020-21 c4Ra"-1gWb FS359 } r ��7�• ' � j; - r .}` Ode- c SLO TBID MARKETING ACTIVITIES The 2020-21 fiscal year was unlike any other for tourism marketing. Due to COVID-19 stay-at-home orders and travel restrictions, many of the traditional programs the TBID operates such as special promotions went dark this year. Instead, the TBID focused on efficient ways to ensure that San Luis Obispo remained top -of -mind for future visitors through a robust marketing approach that intercepted travelers at all stages of the journey by using different marketing levers across thatjourney. This multi -pronged approach was developed to drive an effective conversion strategy and incorporated the fluctuations in travel behavior influenced by COVID-19. The TBID also focused on efforts for responding, navigating and building to ensure a successful future beyond the pandemic including the following key activities: Ongoing COVID-19 pandemic response Onboarding a new Agency -of -Record and national Public Relations team Development and cautious implementation of the #SLOReady Campaign Pivoting the Media outreach from general destination storytelling to timely trends such as sustainability Investment in research for brand development, sentiment and DEI To implement the complex marketing programs, the TBID Board and staff worked closely with the team of contractors including the new marketing agency -of -record, Noble Studios and DCI, and the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service initiatives. SEE APPENDIX FOR MARKETING PROCESS CHART 8 SLO TBID Annual Report 2020-21 SLO TBID 1i!r44E2vv#s359 m"IZ'11 7�1 �A,A Lam_, BRANDING & CAMPAIGN The TBID manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of tourism, with creativity and integrity. Due to COVID-19, the TBID was in a unique position to limit the welcome message to a focus on health and safety. For this, the TBID used the #SLOready campaign when the timing was appropriate to invite visitors to San Luis Obispo. The campaign messaging and aesthetic was meant to welcome visitors and featured imagery of businesses and locals warmly and confidently inviting people back. The approach to rolling out #SLOready messaging was phased and flexible. The term "ready" was versatile and allowed the TBID to be nimble with messaging and provided the ability to adjust the messaging in line with local and traveler confidence levels. New promotional assets went into production to tell this story. Because there were times during the 2020-21 fiscal year when promoting travel was not appropriate, the TBID utilized a micro -campaign called "Small Town, Big Charm" to keep the awareness and interest in San Luis Obispo without a direct call -to -action to visit. Are You #SLOready? H, We Are #SLOready To see you stretch out and find your flow We Are #SLOready To get down in the dirt and up in the hills LEARN MORE 9 SLO TBID Annual Report 2020-21 SLO TBID 1i!r44W6#s359 IF WEBSITE VisitSLO.com is the City's official tourism website and the primary marketing tool used to represent the destination. It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID members and media. This year, the website's goal was to provide travelers with up-to-date information about San Luis Obispo that helped them plan and enjoy their visit. It continues to provide information about health and safety protocols, while inspiring visitors by sharing SLO experiences and getting an insider's scoop. 68° F e minas*om Vlaa vournio Flzae:.o sear svaae: eios Q �aana. WELCOME BACK We're happy to welcome back visitors who are#SLOready to enjoy all the socially distanced activities San Luis Obispo has to offer. You can explore a range of safe things to do so you can leave worry behind and let the beauty of SLO wash overyou SEARCH ENGINE OPTIMIZATION - SEO Search Engine Optimization (SEO) ensures the relevancy and success of the TBID's website through building website authority which improves VisitSLO.com's positioning and find -ability on search pages. By developing depth of content and optimizing existing content, VisitSLO.com saw increased organic traffic to optimized pages and encouraged users to engage with the website by improving user experience. C� 10 SLO TBID Annual Report 2020-21 SLO TBID 1i!r4*4v6#s359 ■ DIGITAL MEDIA The digital media efforts in 2020-21 were focused on driving overnight stays while paid media was on for the TBID. Using up-to-date research surrounding traveler sentiment, media consumption patterns, and booking behavior as a guide, the media was continually evaluated and shifted. When compared with the same channels in fiscal year 2019-20, the website saw exponential growth in traffic and engagement. Due to COVID-19, paid media was turned on and off multiple times throughout the year in response to the pandemic. a �. We Are are vo - ' ,We WIS #SLOREADY CAROUSEL AD #SLOREADY PAID AD 11 SLO TBID Annual Report 2020-21 SLO TBID 1i!P4*5„d#s359 SOCIAL MEDIA The goal of the TBID's social media channels (@ShareSLO) is to continue to engage locals and visitors alike while optimizing the TBID's efforts and further establishing a clear value to follow ShareSLO on organic social media. As a result in 2020-21, the two social media channels that drove the most traffic to VisitSLO.com were Facebook and Pinterest. SOCIAL MEDIA CHANNELS f O & CJ o Facebook Instagram Twitter Pinterest Youtube PRINT ADVERTISING Limited print advertising placements continued in the media mix for the 2020-21 fiscal year. Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration while building brand awareness for the destination. Placements Included: Visit SLO CAL Visitors Guide SLO Chamber Visitors Guide Cal Poly Program Ad & Visiting Teams Guide CCTC Map & Co-op Ad .-. hn wlll sasodapo-d— ••• shareslo In SLO, this is what a #Wellne..Wednesday yoga session lurks like O Have you ChftWd Out @sloyogaren o#ShareSLO 26. ¢hared,#SanLuisObispO#SLO mow. #YSRSL -SitCA W SitCdlifollia #SLOCAL #805 #Yoga #Outdoors #CalitOrnu #Sunny #Trails #Nature ISO O a5 PFHIGH -PERFORMING ORGANIC SOCIAL POST rli PLACES TO STAY e LODGING AMENITY LIST SLO•TMTIES� CAL POLY PROGRAM AD & VISITNG TEAMS GUIDE 12 SLO TBID Annual Report 2020-21 SLO TBID 1i!r4*6„6#s359 EMAIL MARKETING The TBID maintained email marketing activities through the newsletter to communicate regularly with potential visitors about activities in SLO. This was done to build brand loyalty and encourage repeat visitation and an extended length of stay. This year, the goal was to send timely and relevant newsletters to subscribers to keep San Luis Obispo top of mind as a destination while informing them of the city's changing travel landscape due to COVID-19. welcoming You with Open Arms - J Have you heard the news? California is officially REOPENED! That's right. Locals and visitors alike are experiencing the SLO life similar to what it was before the pandemic. When you're in San Luis Obispo, here's what you can expect, • Vaccinated individuals do not need to wear a mask in alignment with state, county and CDC guidelines. • Restaurants, shopping, theaters, and most everyday places will not have rapacity limits or social distancing required. • Large events will start to come back. Keep your eyes peeled on our SLO Happenings Events Calendar? SLO Happenings in July Festival Mai returns from July 24- 31, 2021 with exquisite musical performances. Tickets are selling fast for these distinctive San Luis Obispo venues from SLO Brew Rock to Miossi Hall at the Performing Arts Center Buy your tickets now! READ NOW Kick off your 4th of July festivities with a SLO Blues Baseball game and fireworks, happening July 3. For the big day, head into downtown for a family lunch and some fun shopping to support local businesses. Then, take a drive to local beaches for food, music and fireworks. READ NOW > 13 SLO TBID Annual Report 2020-21 SLO TIM 1i!r4*Yv6#s359 f PUBLIC RELATIONS In 2020-21, the TBID took a new approach to Public Relations. In addition to the joint contract between the TBID and PCC with the San Luis Obispo Chamber of Commerce for Public Relations efforts — the TBID secured a national Public Relations agency, DCI. On behalf of the City's Community Promotions program, the SLO Chamber is responsible for establishing professional relationships with media outlets and journalists in various markets to build and maintain awareness of San Luis Obispo as a travel destination. DCI is responsible for national media relations and influencer management to further expand the proactive destination Public Relations efforts. In the spirit of building a resilient program, the TBID established a Most Wanted Media List that will continue to be used to target top tier media and influencers to tell the unique stories that SLO can offer. These stories were also defined through the development of the TBID's Story Idea database. The City's core values of sustainability and DEI are reflected in this work. However, the nature of destination Public Relations was very different in 2020-21 as well. Mostjournalists were not traveling for familiarization visits for much 04 k... of the year due to COVID-19 restrictions and overall the media was shying away from travel focused stories. In order to meet this challenge, the TBID pivoted the approach mid -year to focus on lifestyle storytelling centered around "Sustainable SLO." In April, the TBID's staff and PR team hosted a virtual media event that featured a selection of San Luis Obispo partners that make sustainability a lifestyle in SLO, including Bike SLO County, SIP Certified, EcoSLO and others. Attendees learned about the City's Climate Action goals directly from the City's Sustainability Manager while sipping sustainable 61 SLO wine from Chamisal shipped to them prior to the event. Top media coverage included: Conde Nast; Travel + Leisure; and The Los Angeles Times. SLO TBID 1i!r4*W6#s359 SUPPORT LOCAL While the year presented many challenges related to travel promotion, the TBID was able to shift focus and leverage their audience for the City's Support Local efforts with the Promotional Coordinating Committee. Whether it was encouraging staycations or just keeping SLO top of mind for when visitors were ready to come to SLO, the TBID provided a resource base through VisitSLO.com/supportlocal, a new Support Local section of the ShareSLO blog, and used the ShareSLO social media channels for the Ticket Tuesday and Monday Business Insider local business features. In addition, the TBID boosted the reach of the Support Local content by including in Visit SLO newsletters and sharing stories through our national Public Relations outreach. GUEST SERVICES Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of guest services to the TBID. In 2020-21, the SLO Chamber was contracted for the Visitor Center to answer each call made to the TBID's 1-877-SLO-TOWN 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 arriving. The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer TBID properties and promote San Luis Obispo as a destination. The Guest Services also included the Live Chat widget on VisitSLO.com which received hundreds of conversations throughout the year. 15 SLO TBID Annual Report 2020-21 SLO TBID 1i!r4*W6#s359 V STRATEGIC PARTNERSHIPS The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a destination, making the TBID more efficient in promotional activities. The TBID's strategic partnerships allow the marketing agencies to build relationships with the organizations below, elevating the destination as a whole. Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness. This year, the TBID leveraged partnerships to share updates on destination information. In particular, the partnership with Cal Poly's Office of Student Affairs was extremely valuable, thanks to virtual presentations to Cal Poly Parents and Supporters during the virtual SLO Days and Mustang Family Insights. Top partnerships include: SLO Coast Wine Collective Cal Poly's Office of Student Affairs — New Student & Transition Programs and Parent Program 1u11►107Yi1H'1 I 16 SLO TBID Annual Report 2020-21 SLO TBID 1i!r4 6#s359 INDUSTRY RELATIONS California Hotel & Lodging Association A 0• HOTELO, The California Hotel & Lodging Association (CHLA) protects the rights and interests of the California lodging industry. Legislative advocacy, educational "� training, communication and cost -saving programs are provided for all segments HOSPITALITY FOUNDATION of the industry. Through the TBID, all lodging properties in the City of SLO are members of CHLA and can utilize the services offered. In 2020-21, CHLA provided educational training for all TBID members. Additionally, during COVID-19 crisis response, CHLA was a key partner in industry education, outreach and communication. CHLA also partnered with the TBID to provide PPE for all lodging properties in San Luis Obispo. VISit Visit California flrnrnia The Visit California partnership has been critical in the growth of the TBID's brand within the California Tourism product. San Luis Obispo has received coverage through the marketing activities performed by Visit California including travel trade, press and industry outreach. Monthly submissions are uploaded to Visit California for media outreach, trade contacts and newsletter content. CENTRAL II p COAST Central Coast Tourism Council CWi 4F_ The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts accomplish collectively what no single tourism entity can do alone — promoting the entire California Central Coast as a destination and maximizing our members' tourism revenue. The CCTC serves as the Central Coast's voice in Sacramento, and partners with California Tourism's global marketing and advertising campaigns. The TBID is actively involved in CCTC with the Tourism Manager having served as the past president and Regional Board Member. In 2020-21, the TBID leveraged the CCTC activities through media and trade leads, blog and social presence, as well as cooperative participation marketing campaigns. Visit SLO CAL The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors and the Tourism Manager on the Marketing Committee. The TBID Board leverages the partnership with Visit SLO CAL to promote San Luis SAN LUIS OBISPO COUNTY Obispo on a national and international level to extend beyond the local and state C A L I F 0 R N I A ® reach. The TBID's participation in Visit SLO CAL also encompasses group sales, film commission, countywide public relations and countywide special events such as Restaurant Month and Wine Month. This also includes countywide strategic planning efforts, Destination Management efforts, and the renewal of the Tourism Marketing District, to name a few. 17 SLO TBID Annual Report 2020-21 SLO TBID 1i!r4,9„6#s359 AWARDS & ACCOLADES While this year was incredibly challenging in so many ways, with the help of Noble Studios, the TBID received multiple awards for the successful and responsible campaign, #SLOready. Ok AMA ACE AWARDS recognizing excellence In marke[5ng 10-TAHOE AMERICAN MARKETING ASSQ AMERICAN MARKETING ASSOCIATION: ACE AWARDS Visit San Luis Obispo - #SLOready Best in Digital Marketing COMMUNICATOR AWARDS Visit San Luis Obispo - #SLOready Gold Award for B-to-C Integrated Campaign COMMUNICATOR AWARDS Visit San Luis Obispo - #SLOready Silver for Online Travel Video 18 SLO TBID Annual Report 2020-21 SLO TBID 1i!r402v 1#s359 t A 2020-21 FINANCIAL ANALYSIS INCOME TOT Revenue Assumption TBID Assessment Revenue Assumption (20% of TOT Revenue) 2019-20 Carryover TBID Fund Reserve $6,267,000 $1,253,400 $100,000 EEP,PM9,PAPPP- 19 SLO TBID Annual Report 2020-21 2020-4P'&@@:i48&Ws359 EXPENDITURES Operations/Staffing Administration Overhead (2% of TBID Assessment) Staffing (1 FTE & .75 FTE) Contracts & Marketing Projects Marketing Contract Chamber of Commerce - PR Chamber of Commerce - Guest Services Chamber of Commerce - Media Monitoring Service Fee Co -Op Program Funding FAM Trip Hosting Funding COVID -19 Response Partnerships SLO Coast Wine Collective Associate Membership Tradeshows Tourism Conferences Tourism Organizations/Research Central Coast Tourism Council Membership Smith Travel Report California Travel Association (Cal Travel) California Hotel & Lodging Association Support/Meetin Tourism Program Expenses Contingency Contingency Fund Funds Remaining *This figure represents the total allocated expenditures. The difference will be available for carryover to the 2021-22 program budget. $25,068 $214,279 IR $510,000 $42,500 $47,500 $3,713 $30,000 $5,000 $8,000 $4,200 $5,000 $850 $2,700 $875 $26,565 $5,000 $319,163 $2,988 20 SLO TBID Annual Report 2020-21 2020-2 gi4l8*Ws359 LOOKING AHEAD TO 2021-22 As the TBID moves into FY2021-22, there are three key focus areas that remain top of mind for the work of the Board in the next fiscal year: 1. A conscious approach to Diversity, Equity and Inclusion in all TBID programs 2. Destination Stewardship and the development of the Sustainable SLO program for visitors 3. Emphasis on research with the Brand Equity, Local and Visitor Sentiment, and Equity, Diversity and Inclusion studies While these are not the only subjects that the TBID Board will be focused on, these three will influence the approach to all TBID-related work efforts. In 2021-22, the Board is committed to the continued implementation of the TBID Strategic Plan and the newly adopted 2021-22 TBID Marketing & Business Plan. These plans provide a foundation for building the City of SLO tourism brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo now and into the future. 21 SLO TBID Annual Report 2020-21 Lookin *8f9Vf2359 APPENDIX TOT YEAR TO YEAR FOR 2020-21 ffeirerfreirerersim fflmmm•�• 4,000,000 m 2009-10 2010-11 2011-12 2011-12 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 TOT MONTH TO MONTH 2O20-21 1,00,000 g ••• 400,000 m July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June 22 SLO TBID Annual Report 2020-21 Page 10&efx359 OCC MONTH TO MONTH 2O20-21 yu WE 30 r I 0 I E � L■ m IN m m m m `� ■ m July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June 2018-19 2019-20 2020-21 ADR MONTH TO MONTH 2O20-21 190+ 150 sv 120 "rZ�7 0 July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. May June 2018-19 2019-20 2020-21 23 SLO TBID Annual Report 2020-21 Page 107eef--,359 REVPAR MONTH TO MONTH 2O20-21 190+ ISO fD 120 c m t/I M I July Aug. Sept. Oct. Nov. Dec. Jan. 2018-19 2019-20 STRATEGIC PLAN 2019-2024 A welcoming community — We share the abundance of • Service with a vibrant economy that SLO, driving the lodging • Leadership enriches the lives of visitors and economy and serving as the • Adaptability residents alike voice of our stakeholders • Collaboration Elevate the SLO Brand and Experience Deliver Smart Growth Build Meaningful Partnerships Ensure Organizational Excellence Foster Destination Resilience KEY: iority 11 Priority 2 1 Priority 3 Increase visitor awareness in target markets Increase positive visitor perception Feb. 2020-21 Mar. Apr. May June • Essential The SLO TBID stewards the brand of San Luis Obispo and represents its lodging • Approachable partners, driving overnight stays by: • Strategic • Telling the San Luis Obispo story via targeted marketing content and activities • Driven • Serving as a convener and subject matter expert for tourism conversations impacting • Effective the destination • Advancing strategic partnerships that "tend the reach and influence of the SLO TBID Exceed California's RevPAR growth over FY21 baseline Year -over -year growth in ratio of weekday to weekend occupancy • Increase average Earned Partnership Value score over 2022 baseline • Grow economic impact of tourism in SLO by 2024, over 2017 baseline • Growth in member newsletter open rates • Growth in stakeholder satisfaction score on survey • Year -over -year growth in TOT over FY21 baseline • 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 • 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 • 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 • Establish and document a process to execute, evaluate and track strategic plan • Identify opportunities to streamline governance and leverage constituency of TBID • Implement COVID-19 Response Plan • Document lessons learned from COVID era to feed resilience assessment • Perform a destination resilience assessment 24 SLO TBID Annual Report 2020-21 Page 10&ek359 MARKETING PROCESS 2020-21 Aim to create brand experiences & connection Create shareable content that inspires travel • Organic Social • Paid Social • Display Ads • Email • PR • Influencers r � Bring prospects to the Website to encourage research and discovery about what makes the destination special and unique • Help prospective travelers plan with destination specific content • Website Experience • Organic Search • Paid Search • Organic Social • Paid Social • Display Ads • Third -Party Ads • Email • PR • Print • Encourage travelers to visit key stakeholder pages to book and plan their trip • Organic Search • Paid Search • Third -Party Ads • Website Experience • Utilize website to plan in destination moments and activities • Find up to date safety information • Website Experience Keep the conversation going to amplify our message • Organic Social 25 SLO TBID Annual Report 2020-21 Page 1 *4G59 Page 190 of 359 RESOLUTION NO. (2021 SERIES) A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR 2021-22 WHEREAS, the Parking and Business Improvement Law of 1989, sections 36500 et seq. of the Streets and Highways Code, authorizes cities to establish business improvement districts for several purposes, one of which is promotion of tourism; and WHEREAS, the lodging businesses within the proposed City of San Luis Obispo Tourism Business Improvement District had requested the City of San Luis Obispo establish such a self -assessment improvement district in 2008; and WHEREAS, the San Luis Obispo Tourism Business Improvement District was established in July 2008 and incorporated into the Municipal Code under Chapter 12.42; and WHEREAS, the assessment went into effect on October 1, 2008; and WHEREAS, the City Council appointed an advisory board to provide oversight, guidance, and recommendations regarding the use of the assessment funds; and WHEREAS, the City Municipal Code and the Parking and Business Improvement Law require the advisory board to prepare and submit an annual report stating proposed changes, improvements and activities for the fiscal year; and WHEREAS, an annual report was prepared pursuant to Section 36533 of the Streets and Highway Code; and WHEREAS, notices regarding the approval of the annual report were sent on September 9, 2021 to all assessed properties. NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis Obispo as follows: a) That the Tourism Business Improvement District Annual Report for fiscal year 2020-21 as filed by the advisory body is hereby approved. 1V Page 191 of 359 Resolution No. (2021 Series) Page 2 b) The San Luis Obispo City Council proposes to continue the established Tourism Business Improvement District in the City of San Luis Obispo in accordance with City Municipal Code Chapter 12.42 and the California Streets and Highways Code, sections 36500 et seq. (Parking and Business Improvement Law of 1989). c) The assessment levied by the Tourism Business Improvement District shall be used to promote lodging at the hotels within the district and administer a marketing program that increases overnight hotel stays pursuant to the set goals. d) The assessment will be levied and allocated by the City of San Luis Obispo. e) The assessment is proposed to be levied on all "hotels", as that term is defined in San Luis Obispo Municipal Code section 3.04.020, to wit: any structure, or any portion of any structure, which is occupied or intended or designed for occupancy by transients for dwelling, lodging or sleeping purposes, and includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor hotel, lodging house, rooming house, apartment house, dormitory, public or private club, mobile home or house trailer at a fixed location, or other similar structure or portion thereof. f) The assessment shall be based on two percent (2%) of gross room rent. g) New hotels shall not be exempt from immediate assessment. h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36535 of the Streets and Highways Code, is to allow for comments on the District and proposed assessment, and is hereby set for 6 P.M., Tuesday, November 2, 2021, before the City Council of San Luis Obispo. i) At the public hearing, the testimony of all interested persons for or against the continuation of the District, the boundaries of the District, or the furnishing of specified types of improvements or activities will be heard. j) Any protest against the continuation of the City of San Luis Obispo Tourism Business Improvement District and the levying of the assessment, or any aspect thereof, may be made in writing. A protest may be withdrawn at any time before the conclusion of the public hearing. Any written protest shall contain a description of the business in which the person signing the protest is not shown on the official records of the City of San Luis Obispo as the owner of the business, then the protest shall contain or be accompanied by written evidence that the person is the owner of the authorized representative of the business. Any protest as to the regularity or evidence of the proceedings shall be in writing and clearly state the irregularity or defect to the City of San Luis Obispo at 990 Palm Street, San Luis Obispo, CA 93401. R Page 192 of 359 Resolution No. (2021 Series) Page 3 k) If, at the conclusion of the public hearing, there are of record, written protests by the owners of businesses within the proposed San Luis Obispo Tourism Business Improvement District that will pay fifty percent (50%) or more of the total assessments of the entire San Luis Obispo Tourism Business Improvement District, no further proceedings to continue the San Luis Obispo Tourism Business Improvement District shall occur. New proceedings to form the San Luis Obispo Tourism Business Improvement District shall not be undertaken again for a period of at least one (1) year from the date of the finding. If the majority of written protests are only as to an improvement or activity proposed, then that type of improvement or activity shall not be included in the San Luis Obispo Tourism Improvement District. IM Page 193 of 359 Resolution No. (2021 Series) Page 4 BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide notice as required by the City Municipal Code Chapter 12.42 and the Parking and Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing the resolution of intention to be published once in a newspaper of general circulation in the City no less than seven days before the public hearing. Upon motion of , and on the following roll call vote: AYES: NOES: ABSENT: The foregoing resolution was adopted this day of ATTEST: Teresa Purrington City Clerk APPROVED AS TO FORM: J. Christine Dietrick City Attorney seconded by Mayor Heidi Harmon IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the City of San Luis Obispo, California, on Teresa Purrington City Clerk V Page 194 of 359 TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Minutes - DRAFT Wednesday, September 8, 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 September 8, 2021 at 10:02 a.m. by Vice Chair LeBren Harris. ROLL CALL Present: Vice Chair LeBren Harris and Members David Smith, Pragna Patel -Mueller, Natalie Ward, and Matt Wilkins Absent: Member Stephanie Bolles and Chair John Conner Staff: Tourism Manager Molly Cano and City Clerk Teresa Purrington PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment -- CONSENT ITEMS ACTION: MOTION BY BOARD MEMBER WARD SECONDED BY MEMBER PATEL-MUELLER, CARRIED 5-0-2 TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 7. C.1 Minutes of Meeting on Wednesday, August 11, 2021 C.2 Smith Travel Report C.3 Transient Occupancy Tax (TOT) Report CA Chamber Public Relations Monthly Report C.5 Chamber Guest Services Monthly Report C.6 Noble Studios & DCI Marketing Monthly Report BUSINESS ITEMS 1. ECOSLO PARTNERSHIP: URBAN TREE PLANTING Hannah Romano and Grant Helete from ECOSLO presented the Urban Tree Program including the work effort based on the TBID's revenue contribution to the sustainability and climate action initiative. Public Comment None. --End of Public Comment -- DRAFT Minutes — Tourism Business Improvement District Board Meeting of 9/8/2021 Pg. 1 Page 195 of 359 ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER WARD CARRIED 5-0-2 to approve the work effort presented at the meeting. 2. 2020-21 TBID ANNUAL REPORT Molly Cano, Tourism Manager presented the draft FY 2020-21 TBID annual report for recommendation to City Council on September 21, 2021. ACTION: MOTION BY BOARD MEMBER SMITH SECONDED BY BOARD MEMBER WILKINS CARRIED 5-0-2 to approve the FY 2020-21 TBID Annual Report. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE — None 2. MARKETING COMMITTEE UPDATE — None 3. MANAGEMENT COMMITTEE UPDATE — Tourism Manager Cano provided a summary of the sales response process provided by the SLO Chamber and approved by the Management Committee. 4. PCC UPDATE — None, no meeting in August. 5. VISIT SLO CAL UPDATE — None. 6. TOURISM PROGRAM UPDATE — Tourism Manager Cano provided staffing updates and currently projects. ADJOURNMENT The meeting was adjourned at 11:01 a.m.. The next Tourism Business Improvement District Board meeting will be a special meetin and is scheduled for Wednesday, October 13, 2021 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX DRAFT Minutes — Tourism Business Improvement District Board Meeting of 9/8/2021 Pg. 2 Page 196 of 359 CALIFORWP ON �� J;44 -1. 9:. r r sk j J C�r �� - � • �� '_-• `" =mac � ��9 ��, �i��f . _� •:ram �..�� — . — `�, pr ' � _ r . ,_' - x+#M� Y � _�� ./ _. t�.:• �'/!I d ��• Ifs. '� 7- '.`b' � `� � ..� . � f � x , •r r ra I •>r,�w. �! r , a � r fxa ,� • ,y� a r �_� r. � � - -� Ya: �y �i •�5 � � r i �-"_ �3y � �J + /1 �'� �� I r 1 !.!' :r }�ta�`.r--`'= Y.tr"C '' f —."n� .ti - � .�,� '�' ✓''�"�hf � �? r '.� r � ��• �r��i . � h .�"�l� rw • T.;f 'Wyss ' . 3>•'9Ti �"'F t r ✓ y c� •' - r � r "9 :�A �'� � :S f• ry�� h a`�� r - � ct�vyif. ?' 'y� ' ` �-.�- _ ,%.r. l�r..y!', `�'- � rr��J -- ✓ � ��'�' � .'. �. d 6 `�.�. rl 9 f x� ,�r'��f y k �, fE7} r i �,,� y"� �� ., -- r �1� I.�+, �]Pf'" r f-�.�` � � • N _F ��Y�r �e. j,�f s'+fy�1'`r�`r 4 `i. (�f?� ��y °�vA�a -'�': .'� Ty Y UA CITY" OF SRR DELIS OBISPO Recommendation 1. As recommended by the Tourism Business Improvement District (TBID) Board, receive and approve the TBID Board's annual report for FY 2020-21 (Attachment A); and 2. Adopt a Resolution of Intention to levy and collect assessments within the TBID area in fiscal year 2021-22 at the same rate as in fiscal year 2020-21 Background on the TBID ■ Established in 2008 ■ 7-member Advisory Board ■ 2% assessment on lodging properties "The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination." SLO TBID Board 2020-21 ADVISORY BOARD David Smith John Conner (Chair) LeBren Harris (Vice Chair) Matthew Wilkins Natalie Ward Pragna Patel -Mueller Stephanie Bolles Bruce Skidmore Clint Pearce John Byrns Hotel SLO Petit Soleil Hampton Inn & Suites by Hilton La Cuesta Inn Hotel Cerro Hotel Buena Vista Courtyard Marriott Embassy Suites Madonna Inn The Kinney SLO Appointed Appointed Appointed Appointed Resigned Completed Resigned 3/31/25 3/31/24 3/31/25 3/31/25 3/31/24 3/31/23 3/31/23 SLO TBID Staff & Contractor Team TBID Staff Liaison: • Molly Cano, Tourism Manager TBID Agency Team: n o b le stu d'tOSTM creative digital performance dclJ 90 80 70 60 50 40 30 20 10 0 COVID-19 Impacts on Tourism in SLO 16- 17- 18- 17 18 19 $165.96 1 200 $226.678 03.391 1 rn am M M rn rn O 0 0 0 0 0 0 0 0 0 0 0 r1 -1 -1 1 1 -1 -1 r1 1 r1 ri ri r1 N N N N N N N N N N N N N N N N N N N O O O O O O O O O O O O O O O O O O O O O O O O O N N N N N N N N N N N N N N N N N N N N N N N N N \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ \ r-I r-I r-I ci ci c-I r-I r-I r-I r-I r-I r-I r-I r-I r-I ci ci ci rl r-I r-I r-I r-I r-I r-I n 0000 M O -1 N\-1 N M Lf l\D n 0000 a) O 1 N 1 N M L\(1 LDD N "i "1 r-I 1 1 1 19-20 20-21 21- 22 0167111 Average 100 of ADR 7D7 0 Average of OCC 2020-21 Year by the Numbers 2020-21 YEAR BY THE NUMBERS BREAKDOWN TOT $6,921.335.30 10% Occupancy 58J3% 0-7% ADR $157.66 8.8% RevPAR $93.73 6.9% OCC MONTH TO MONTH 2020.21 90 AaF? MONTH TO MONTH 2020-21 190+ ISO 60 - n m � 120 30 op 0 7Wy P q- 5"t- Oct- N", D". ]en. FeO- M►e- Ape- Mw ju" 341$-19 2019-2(7 2020-21 3.1, Aug. 5e0l. Cis N— Dec. ]en. Feb. filer- Ap'. My ]one 2018-19 2019-20 2020.21 Transient Occupancy Tax TOT CHART FOR 2020-21 10,000,000 6,000,000 4,000,000 0 2009-10 2010-11 2011-12 2011-12 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 Transient Occupancy Tax (cont.) TOT MONTH TO MONTH 2020.21 10,00,000 11,16I01010101 400,000 X July Aug. Sept. Oct Nov. Dec. Jan. Feb. Mar. Apr. May June Transient Occupancy Tax (cont.) $900,000 $800,000 $700,000 $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 $0 i July -Sep Quarterly TOT Comparison Oct -Dec Pre -Pandemic Averages Jan -Mar ■ 2020/21 Apr -Jun 2020-21 Summarized Financials INCOME TOT Revenue Assumption $6,267,000 TBID Assessment Revenue Assumption $1,253,400 (20% of TOT Revenue) 2019-20 Carry-over TBID Fund Reserve $100,000 EXPENDITURES 2019-24 SLO TBID Strategic Plan A welcoming community ®'9 We share the M)undance of Service with a vibrant economy that SLO, driving the lodging Leadership enriches the lives of visitors and economy and serving as the • Adaptability residents alike voice of our stakeholders Collaboration Elevate the SLO Brand and Experience Deliver Smart Growth Build Meaningful Partnerships rEnsure Organizational Excellence i Foster Destination Resilience • Increase visitor awareness in target markets • Increase positive visitor perception Essential The SLO TBID stewards the brand of San Luis Obispo and represents its lodging v Approachable partners, driving overnight stays by: • Strategic • Telling the San Luis Obispo story via targeted marketing content and activities • Driven Serving as a convener and subject matter expert for tourism conversations impacting • Effective the destination Advancing strategic partnerships that extend the reach and influence of the SLO TBID • Exceed California's RevPAR growth over FY21 baseline • Year -over -year growth in ratio of weekday to weekend occupancy • Increase average Earned Partnership Value score over 2022 baseline • Grow economic impact of tourism in SLO by 2024, over 2017 baseline • Growth in member newsletter open rates • Growth in stakeholder satisfaction score on survey • Year -over -year growth in TOT over FY21 baseline Integrate the City's priorities into the execution of the TBID's marketing strategies If • Identify the core SLO identity and develop a plan to market it Ohl • Develop a TBID Destination Stewardship approach • Identify opportunities to influence community placemaking and desdration management efforts • Develop an approach to monitoring local sentiment rotated 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 • 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 Establish and document a process to execute, evaluate and track strategic plan • Identify opportunities to streamline governance and leverage constituency of TBID • Implement COVID-19 Response Plan • Document lessons learned from COVID era to feed resilience assessment - Perform a destination resilience assessment 2020-21 SLO TBID Accomplishments • Ongoing COVID-19 pandemic response • Onboarding a new Agency -of -Record and national Public Relations team • Development and cautious implementation of the #SLOReady Campaign • Pivoting the Media outreach from general destination storytelling to timely trends such as sustainability • Investment in research for brand development, sentiment and DEI 44 .IF F 2020 - 21 T' Hig Nigh _ + x •�.si :-i_`_ �}.� �' THY '�,J,[�� . —Acr �- - + a�'1'r j i.' 'JIMMwAll Looking Ahead to 2021 — 22 1. A conscious approach to Diversity, Equity and Inclusion in all TBID programs 2. Destination Stewardship and the development of the Sustainable SLO program for visitors 3. Emphasis on research with the Brand Equity, Local and Visitor Sentiment, and Equity, Diversity and Inclusion studies C� Recommendation 1. As recommended by the Tourism Business Improvement District (TBID) Board, receive and approve the TBID Board's annual report for FY 2020-21 (Attachment A); and 2. Adopt a Resolution of Intention to levy and collect assessments within the TBID area in fiscal year 2021-22 at the same rate as in fiscal year 2020-21 (Public Hearing to be scheduled for November 2, 2021)