HomeMy WebLinkAbout11-10-2021 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, November 10, 2021
10:00 AM REGULAR MEETING TELECONFERENCE
Pursuant to Executive Orders N-60-20 and N-08-21 executed by the Governor of California, and
subsequently Assembly Bill 361, enacted in response to the state of emergency relating to novel coronavirus
disease 2019 (COVID-19) and enabling teleconferencing accommodations by suspending or waiving
specified provisions in the Ralph M. Brown Act (Government Code § 54950 et seq.), commissioners and
members of the public may participate in this regular meeting by teleconference.
Using the most rapid means of communication available at this time, members of the public are
encouraged to participate in teleconference meetings in the following ways:
1. Remote Viewing - Members of the public who wish to watch the meeting can:
• View the Webinar (recommended for the best viewing quality):
URL: https://slocity-org.zoom.us/j/84920283073?pwd=OGczMnQzMmxkd0ZhUFBEWlhicGlIdz09
Telephone Attendee: +1 669 900 6833
Webinar ID: 849 2028 3073 Passcode: 908869
Note: The City utilizes Zoom Webinar for remote meetings. All attendees will enter the meeting
muted. An Attendee tutorial is available on YouTube; test your audio settings.
2. Public Comment - Public comment can be submitted in the following ways:
• Mail or Email Public Comment
o Received by 3:00 PM on the day of meeting - Can be submitted via email to
advisorybodies@slocity.org or U.S. Mail to City Clerk at: 990 Palm St., San Luis Obispo, CA
93401.
o Emails sent after 3:00 PM – Can be submitted via email to advisorybodies@slocity.org and
will be archived/distributed to members of the Advisory Body the day after the meeting.
Emails will not be read aloud at the meeting.
• Verbal Public Comment
a. Received by 3:00 PM on the day of the meeting - Call (805) 781-7164; state and spell your
name, the agenda item number you are calling about and leave your comment. The verbal
comments must be limited to 3 minutes. All voicemails will be forwarded to Advisory Body
Members and saved as Agenda Correspondence. Voicemails will not be played during the
meeting.
o During the meeting – Join the webinar (instructions above). Once public comment for the
item you would like to speak on is called, please raise your virtual hand, your name will be
called, and your microphone will be unmuted. If you have questions, contact the office of the
City Clerk at cityclerk@slocity.org or (805) 781-7100.
All comments submitted will be placed into the administrative record of the meeting.
Tourism Business Improvement District Board Agenda for November 10, 2021 Page 2
CALL TO ORDER Chair John Conner
ROLL CALL: Vice Chair LeBren Harris and Members Pragna Patel-Mueller, Natalie Ward,
David Smith, Stephanie Bolles and Matt Wilkins
PUBLIC COMMENT: At this time, people may address the Committee about items not on the agenda.
Persons wishing to speak should come forward and state their name and address. Comments are limited to
three minutes per person. Items raised at this time are generally referred to staff and, if action by the
Committee is necessary, may be scheduled for a future meeting.
CONSENT ITEMS
C.1 Minutes of Meeting on Wednesday, October 13, 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 Badger Branding Organic Social Report
C.8 Marketing Committee Recommendation Report: CCTC Co-Op + Long Form Video
BUSINESS ITEMS
1. SLO CAL HOUSE OF BRANDS STRATEGY 20 mins
The Board will receive a presentation from Cathy Cartier, Chief Marketing Officer at Visit SLO CAL
on the countywide House of Brands strategy and creative assets, and staff and Noble Studios will
share recommendations for inclusion and use by SLO TBID for the Board’s review and direction.
2. SLO TBID BRAND EQUITY RESEARCH FINDINGS 60 mins
Noble Studios and Wiser Research will present the SLO TBID Brand Equity research findings for the
Board’s review and discussion.
3. TBID AUDIENCE SEGMENT INCLUSION 20 mins
The Board will begin the discussion on the diversification of audience segments in the TBID
marketing efforts and programs.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: November 3, 2021
Tourism Business Improvement District Board Agenda for November 10, 2021 Page 3
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: November 4, 2021
4. PCC UPDATE – Meeting Minutes: October 13, 2021
5. VISIT SLO CAL UPDATE – Liaison Report
6. TOURISM PROGRAM UPDATE – Staff Report
ADJOURNMENT
The next Regular Meeting of the Tourism Business Improvement District Board is scheduled for
Wednesday, December 8, 2021 at 10:00 a.m. held remotely and via teleconference.
The City of San Luis Obispo wishes to make all of its public meetings accessible to the public. Upon
request, this agenda will be made available in appropriate alternative formats to persons with disabilities.
Any person with a disability who requires a modification or accommodation in order to participate in a
meeting should direct such request to the City Clerk’s Office at (805) 781-7100 at least 48 hours before the
meeting, if possible. Telecommunications Device for the Deaf (805) 781-7410.
Meeting audio recordings can be found at the following web address:
http://opengov.slocity.org/WebLink/1/fol/61016/Row1.aspx
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/13/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, October 13, 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 October 13, 2021 at 10:03 a.m. by Chair John Conner.
ROLL CALL
Present: Chair John Conner, Vice Chair LeBren Harris and Members Stephanie Bolles, David Smith
(left at noon), Pragna Patel-Mueller, Natalie Ward, and Matt Wilkins
Absent: None
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 BOLLES SECONDED BY MEMBER SMITH, CARRIED
5-0-2 TO APPROVE THE CONSENT AGENDA ITEMS 1 THRU 6.
C.1 Minutes of Meeting on Wednesday, September 8, 2021
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
PRESENTATIONS
1. VISIT SLO CAL EDI CO-OP STUDY INSIGHTS
Cathy Cartier, Visit SLO CAL and Stephanie Brown from SMARI presented the findings from the
Equity Diversity and Inclusion (EDI) study.
Public Comment
Greg Hermann
--End of Public Comment--
ACTION: No Action Taken
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/13/2021 Pg. 2
2. MARKETING SERVICES QUARTER REPORT
Gabbi Hall and Danni Winter from Noble Studios presented the first quarter report for the marketing
activities for the SLO TBID.
Public Comment
None.
--End of Public Comment--
ACTION: No Action Taken
3. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT
Dusty Colyer-Worth, and Jacqui Clark-Charlesworth, SLO Chamber presented the quarter report for
the Public Relations and Guest Services activities with the SLO TBID.
Public Comment
None.
--End of Public Comment--
ACTION: No Action Taken
BUSINESS ITEMS
1. SLO TBID BRAND CAMPAIGN
Gabbi Hall from Noble Studios presented the brand creative for the “Hello to the SLO Life”
campaign for the Board’s review and approval.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER WILKINS SECONDED BY BOARD MEMBER
WARD CARRIED 5-2 (With Member Smith and Patel-Mueller voting No) to approve the “Hello to
the SLO Life” campaign.
2. VISIT SLO CAL BOARD SEAT APPOINTMENT
The Board will recommend an appointee to the Visit SLO CAL Board of Directors.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY BOARD MEMBER SMITH SECONDED BY BOARD MEMBER PATEL-
MUELLER CARRIED 7-0 to appoint Member Wilkins to the Visit SLO CAL Board of Directors.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 10/13/2021 Pg. 3
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE
Member Patel-Mueller provided an update that the homeless problem behind her hotel is gone with the
help of CalTrans.
Member Ward provided an update on the increase in inquiries from large corporations for executive
getaways.
2. MARKETING COMMITTEE UPDATE – None
3. MANAGEMENT COMMITTEE UPDATE – Tourism Manager Cano indicated the Management
committee received an analysis on the Transient Occupancy Tax trends.
4. PCC UPDATE – Tourism Manager Cano provided an updated on the PCC meeting of September 8,
2021.
5. VISIT SLO CAL UPDATE – Tourism Manager Cano provided an update.
6. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided staffing updates and currently
projects.
ADJOURNMENT
The meeting was adjourned at 12:06 p.m.. The next Tourism Business Improvement District Board Regular
meeting is scheduled for Wednesday, November 10, 2021 at 10:00 a.m. held remotely and via
teleconference.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XXXX
October 2021
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 61.9 81.1 67.4 153.22 193.56 167.08 94.89 156.96 112.63 20.7 26.7 22.7 30.5 35.8 32.9 57.5 72.1 63.0
City of Pismo Beach 66.3 92.4 73.7 134.73 257.92 178.82 89.31 238.20 131.85 19.5 1.8 12.5 19.5 28.5 21.2 42.9 30.7 36.3
City of San Luis Obispo 68.0 88.3 73.8 184.69 342.70 238.68 125.65 302.49 176.18 2.2 -3.6 0.1 10.7 18.9 13.7 13.1 14.6 13.8
City of Morro Bay 63.0 88.8 70.3 159.32 267.28 198.25 100.30 237.28 139.44 11.9 -1.7 6.6 22.1 26.3 22.3 36.6 24.2 30.3
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 63.2 78.1 67.4 159.55 188.98 169.29 100.76 147.64 114.15 24.2 22.7 23.7 34.4 32.6 33.7 66.9 62.7 65.3
City of Pismo Beach 75.0 91.1 79.6 139.00 267.35 180.98 104.22 243.60 144.05 27.9 6.0 19.8 20.3 29.2 21.2 53.9 37.0 45.2
City of San Luis Obispo 69.0 75.7 70.9 187.95 324.82 229.68 129.64 245.74 162.81 -1.1 -16.2 -6.2 8.8 11.4 7.7 7.7 -6.6 1.0
City of Morro Bay 62.7 85.3 69.2 160.13 265.94 197.41 100.41 226.83 136.53 9.3 -2.7 4.8 19.4 27.0 21.4 30.6 23.6 27.2
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 61.7 78.5 66.5 157.95 189.38 168.55 97.51 148.61 112.11 25.1 29.0 26.4 35.7 35.8 35.9 69.7 69.7 71.7
City of Pismo Beach 71.6 93.6 77.8 137.21 262.46 180.22 98.17 245.54 140.28 24.1 10.7 19.2 21.1 32.0 24.4 50.3 50.3 48.2
City of San Luis Obispo 61.8 87.5 69.1 183.04 337.88 239.06 113.05 295.69 165.23 -0.1 2.7 0.9 7.9 17.1 12.8 7.8 7.8 13.9
City of Morro Bay 61.5 91.8 70.2 153.95 285.77 203.20 94.74 262.23 142.60 18.1 12.3 15.9 15.5 36.0 24.7 36.4 36.4 44.5
WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total
City of Paso Robles 59.8 70.5 62.9 154.25 176.43 161.36 92.21 124.46 101.43 21.2 34.1 25.1 34.0 38.9 36.0 62.5 86.4 70.1
City of Pismo Beach 62.5 73.7 65.7 133.11 222.79 161.86 83.14 164.11 106.27 12.3 15.5 13.3 19.3 25.4 22.3 34.0 44.8 38.6
City of San Luis Obispo 55.1 61.8 57.0 165.62 241.19 189.01 91.27 148.99 107.76 -4.2 -4.2 -4.2 0.4 2.7 1.3 -3.8 -1.6 -2.9
City of Morro Bay 59.8 65.0 61.3 154.24 216.79 173.20 92.22 141.00 106.16 26.6 18.8 24.2 17.0 26.5 20.0 48.1 50.3 48.9
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADR RevPar
Current Week Totals Percent Change
Occupancy (%)ADR RevPar Occupancy (%)ADRFor the Week of October 24, 2021
to October 30, 2021
For the Week of October 17, 2021
to October 23, 2021
For the Week of October 10, 2021
to October 16, 2021
For the Week of October 03, 2021
to October 09, 2021
2009-10 2010-11 2011-12 2012-13 2013-14 2014-15 2015-16 2016-17 2017-18 2018-19 2019-20 2020-21 2021-22
Change +/- to
FY 19-20
July 508,195$ 541,806$ 591,184$ 636,778$ 699,845$ 761,346$ 844,845$ 877,391$ 861,241$ 884,317$ 913,019$ 535,638$ 1,035,459$ 113.4%
August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 622,435$ 992,367$ 120.1%
September 400,023$ 437,543$ 490,524$ 508,583$ 505,954$ 557,002$ 643,127$ 650,117$ 693,704$ 682,810$ 720,414$ 660,475$ 965,595$ 134.0%
October 414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 626,320$
November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 420,171$
December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 233,987$
January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 300,504$
February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 425,501$
March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ 614,863$
April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ 742,319$
May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ 728,950$
June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ 973,791$
Total/Average 4,478,481$ 4,859,400$ 5,249,181$ 5,578,460$ 6,059,758$ 6,803,224$ 7,154,334$ 7,357,923$ 7,438,338$ 7,873,272$ 6,292,853$ 6,884,953$ 2,993,420$
2020-21 2021-22 Change +/-2020-21 2021-22 Change +/-2020-21 2021-22 Change +/-
July 54.5 82.2 50.7%165.96 226.69 36.6%90.53 186.23 105.7%
August 61.0 71.9 17.9%162.84 213.77 31.3%99.27 153.67 54.8%
September 63.1 70.9 12.4%167.66 214.67 28.0%105.79 152.30 44.0%
October 61.9 162.18 100.38
November 49.85 145.06 72.32
December 33.32 123.53 41.16
January 40.5 124.24 50.28
February 54.4 138.33 75.18
March 66.7 144.67 96.55
April 70.5 169.50 119.42
May 65.8 181.33 119.38
June 76.0 203.39 154.53
Total/Average 58.13 75.00 0.27 157.39 218.38 0.32 93.73 164.07 0.68 Updated: 11/4/2021
TOT Comparison
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
Report to City of SLO – TBID and PCC
Public Relations Contract
October 2021
PR ACTIVITY
Implementation/Proactive Work
Continued working with KSBY on local business stories, including the Sustainable SLO urban reforestation program
Began planning Francesca Murray @onegrloneworld's SLO Visit in partnership with DCI
Began working on Buy Local Bonus in partnership with the City
Drafted ‘Meet Your Neighborhood Plant Shop’ Q&A for VisitSLO.com
Continued working DCI on the Sustainable SLO urban reforestation program
Continued working with Verdin on Support Local Campaign and implementation
Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign
Responsive leads
Coordinated History Center and Dalidet Adobe tour and offered suggestions to E’Louise Ondash through VisitSLO inquiry
Partnerships
Assisted in hosting freelancer Laurie Werner for Forbes in partnership with Hotel SLO
Hosted freelancer Christina Mueller's visit in partnership with Hotel SLO & Hotel Cerro
Met with Visit SLO CAL on ways to partner together in the future
Pitched "Share Something Weird" & "California's Holiday Spirit" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
AAA'S VIA Best College Towns in the West 2,629,848.00 -Cal Poly Responsive pitching
FORBES Classics And Discoveries Worth A Stop Along California’s Highway 1 33,900,000.00 $38,800.00 Cultural Partnership media hosting
EAT THIS, NOT THAT!The Best Farmers Market in Every State 135,900,000.00 $31,200.00 Culinary DCI responsive pitching
AUTHORITY MAGAZINE Reducing Food Waste: Jordan Lane of the City of San Luis Obispo (CA) On How They Are Helping To Eliminate Food Waste88,753,799.00 -Sustainability Responsive pitching with DCI
SUNSET MAGAZINE Sunset Travel Awards 2021 Directory: Where to Go 266,000.00 $122.16 Cultural DCI responsive pitching/entry
FAMILY TRAVEL FORUM CALIFORNIA HAUNTED HOUSES AND HALLOWEEN HAPPINESS 50,569.00 $468.00 Family DCI proactive pitching
SUNSET MAGAZINE 2021 Travel Awards: Wine Country Escapes 266,000.00 $122.16 Cultural Partnership pitching
ALLISON ANDERSON THE ULTIMATE GUIDE TO A WEEK ON CALIFORNIA'S CENTRAL COAST 2,877.00 -Cultural Partnership influencer hosting
TRAVEL + LEISURE How I Found Solitude and Freedom on a Weeklong Solo Road Trip Along California's Famed Highway 12,001,000.00 $1,614.20 Cultural
DAILY EXPRESS Wined down in California - Holidays at the relaxed West coast with a view of the Pacific 41,900.00 $9.64 Beer/Wine
THRILLEST Perfect Fall Road Trips for When You Need to Escape San Francisco 137,900,000.00 $31,700.00 Cultural
LOVE EXPLORING Dinosaurs and other jaw-dropping roadside attractions in America 134,300,000.00 $30,900.00 Outdoor
LOVE EXPLORING California's most picture-perfect towns, ranked 67,150,000.00 $15,444.86 Cultural
THE CHICAGO TRIBUNE The 30 best college towns in America 77,500,000.00 $64,200.00 Cal Poly
STACKER Most diverse counties in California 221,200.00 $71.28 Cultural
MONEY INC.The 20 Best Romantic Getaways in California 480,000.00 $110.30 Cultural
BEVNET Small-batch Whiskey Distillery Rod & Hammer’s Launches Cut With The Pacific Craft Spirits Across California12,000.00 $2.68 Beer/Wine
UPROXX Bartenders Share Their Favorite Bourbon Whiskeys Under $30 1,800,000.00 $423.00 Beer/Wine
NEW TIMES Distinctive, delicious Detroit-style pizza is on the rise in SLO County 41,000.00 $9.32 Culinary
NEW TIMES Hotel SLO's Ox + Anchor chef Ryan Fancher makes the Central Coast proud 41,000.00 $9.32 Culinary
LOMPOC RECORD A stop by SLO Wine and Beer Co. | Kathy Marcks Hardesty 31,000.00 $3,400.00 Beer/Wine
CALIFORNIA ASSOCIATION OF BOUTIQUE & BREAKFAST INNSBest Thanksgiving Dinners at California Boutique Hotels for 2021 191,000.00 $43.97 Culinary
WINE TRAVELER 21 Top Things To Do in San Luis Obispo California 5,600.00 $1.28 Cultural
LUXE BEAT MAGAZINE THE ART INSPIRED HOTEL SLO 3,200.00 -Cultural
AMERICAN VINEYARD SLO Coast Wine History: A Pioneering Spirit 963.00 -Beer/Wine
TRAVEL WITH A MATE 4 Mini Vacation Spots in the U.S to explore this season 646.00 -Outdoor
KSBY San Luis Obispo Railroad Museum hosting railroad festival this weekend 139,000.00 $31.97 Cultural
KCPR Liquid Gravity Brewing Company dishes out drinks and live local music 2,000.00 -Beer/Wine
TOTALS
28 683,630,602.00 $218,684.14
TOTAL YTD
55 1,165,397,215.00 $390,901.72
83 1,849,027,817.00 $609,585.86
Report to City of SLO – TBID
Guest Services Contract
October 2021
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Oct.
2020
Oct.
2021
Calls to
1-877-SLO-TOWN
31 41 37 24 102 133
Hotel Availability Tracker Week
1
Week
2
Week
3
Week
4
Oct.
2020
Oct.
2021
Email Response 26 28 27 27 102 108
Phone Calls to
Hotels
92 113 104 85 339 394
Hotel Referrals Week
1
Week
2
Week
3
Week
4
Oct.
2020
Oct.
2021
Visitors Served
(walk-ins)
1,438 1,470 2,197 1,186 4,148 6,291
Guests Served
(via phone and
digitally)
412 498 477 390 2,162 1,777
Hotel Rooms
Referred
370 484 463 351 1,566 1,668
Agency Report · October 2021
SLO-TBID
Agency Repor t
October Activity & Performance
What’s Ahead:
●Quarterly Marketing Plan FY21-22:
Copy of Oct-Dec Mkt Plan FY21-22_SLO TBID
Paid Media
Paid search drove 22,014 impressions, 1,914 clicks,a 8.69% CTR ( a 3% decrease PoP) and 1,843
sessions (28% decrease PoP)while driving 149 Book Now Conversions (25% decrease PoP), 429
hotel referrals 23% decrease PoP) and 33 homestay referrals (74% increase PoP)at a 17%
decrease in cost.When comparing PoP, we see the impact of seasonality, which is contributing to
the decrease.
Paid social drove 828,958 impressions, 187,947 users reached and 7,453 clicks across Facebook,
Instagram and Pinterest with a 0.65% CTR for FB/Insta and .34% on Pinterest for 2,377 sessions
(26% decrease PoP)while driving 4 Book Now Conversions (33% increase PoP), 13 hotel referrals
(160% increase PoP) and 4 homestay referrals (100% increase PoP)at a 25% decrease in cost.
Display drove 1,543,597 impressions (a 20% decrease PoP), 3,144 clicks, a .20% CTR (a 53%
decrease PoP) and 3,890 sessions (a 61% decrease PoP)while driving 0 Book Now Conversion
and 2 hotel referrals (a 60% decrease PoP) and 0 homestay referrals at an 50% decrease in cost.
Expedia placements drove 463 sessions, 2 Book Now conversions and 5 hotel referrals. We will
receive a full performance report for the flight at the end of November.
●Proactively monitored and optimized paid media placements ($22,510 spend)
●Launched Hello to the SLO Life creative
●Planned SLO CAL Visitors Guide
Email Marketing
During the course of 2021-22, we have 12 emails. We’ve continued with our monthly newsletters
with the next planned emails scheduled to focus on the launch of the new campaign, Hello to the
SLO Life as well as holiday activities.
2
Our Sept. 29 email newsletter highlighted influencer, Jacki Carr, and her itinerary for a trip to SLO.
We also ran a Personalization Subject Line test, in which we learned that adding a name to the
subject line of our emails increases the open rate.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased period-over-period by 11% and increased 69% year-over-year.
Organic hotel partner referrals increased 1% (196 vs 194), Book Now decreased 3% (65 vs 67) and
Homestay referrals decreased 32% (17 vs 25) period-over-period (October 1-31, 2021 vs August 31-
September 30, 2021). We saw a 9% decrease in Avg Session Duration, a 2% increase in bounce rate
and a 5% decrease in pages per session PoP and 69% increase in sessions, a 4% decrease in
bounce rate and a 1% increase in avg. session duration YoY for organic search.
Overall keyword rankings on the search engine results page increased 7% in October and 5% for
page 1 keywords, compared to the previous period.In October, we saw additional positive PoP
growth for many of the pages we have optimized including: a 52% increase in Movie Theaters, a
16% increase to Where to Stay, 53% increase to Pet Friendly Hotels, 13% increase in Breweries, a
714% increase in Brunch, a 7% increase to PCH, a 8% increase to RoadTrip from SF and a 260%
increase to the Places to Eat page.
●SEO Optimizations created:
○Page Optimization: San Luis Obispo Art Galleries
○Page Optimization: Beach Horseback Riding
○Page Optimization: Pismo Beach
●Page Implementations
Blog Posts (2 per month)
Completed:
●Blog #1: Exploring Art in SLO’s Public Spaces (posting soon)
●Blog #2: Ten Ways to Say ‘Hello’ to the SLO Life (posting soon)
Website
The website saw a 24% decrease in sessions period-over-period (October 1-31, 2021 vs August 31-
September 30, 2021)and a 28% increase YoY; for a total of 29,073 sessions and 24,350 new users
in October. From an engagement perspective, bounce rate decreased by 2%, pages/session
increased by 2% and average session duration increased by 6% PoP.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
3
○Replacing Twitter icons with Pinterest icons
○Adding Pinterest pinnable functionality
○Resolved author bug on the Blog page
PR, Media, And Influencer Relations
Proactive Pitch Development:
●Sustainable Program Campaign Promotion (Upcoming)
●Taste of SLO (From Organic Waste to Energy) (Upcoming)
Ongoing Media Conversations:
●AFAR, Mark Ellwood, Where to go February 2022
●THE DISCOVERER, Cynthia Barnes, Warm Weather Escapes
●EAT THIS NOT THAT, Rebecca Strong, Best Healthy Eating Hotels
●FOOD & WINE, Sarah Kuta, Distillery hotels
●THE HUNTSWOMAN, Brianne Huntsman, LGBT Friendly Resorts
Hosted Media or Influencer Partnerships (6-9 partnerships in 2021-22)
●Completed: Developed Most Wanted Influencer List for approval; revised strategy
●In Progress: Confirmed direction from SLOTBID; outreach to check interest, availability and
proposals, 4 presented:
○Stacey Freeman – Poshinprogress (November 26-28 or December 19-21)
○Hetal Vasavada – MilkAndCardomom (January 14-17)
○Amber Mamian – Global_munchkins
○Danielle Schaffer – CityGirlGoneMom
●Proposed/Upcoming Partnerships:
○Francesca Murray – One Girl, One World (November 2-5)
DCI’s All Client Pitch Initiative
Proposed:(4-6 pitches throughout 2021-22)
Progress:In progress (2 completed - Fall Destinations, September 2021; Halloween Fun,
October 2021)
DCI 2021-22 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/14yqVCn3Ee--W9-pX-xfqPZsidrKOrNJ2J7z4RtSXL
00/edit?usp=sharing
4
OCTOBER 2021
Organic Social Report
Date: 11/1/21
Page Fans: 97,386
Total Posts: 20
Total Impressions: 762,357
Total Organic: 33,739
Total Engagements: 6,437
Engagement Rate: 0.8%
FACEBOOK
Top Posts:
Followers: 21,919
Total Posts: 17
Total Impressions: 221,289
(includes both organic & paid)
Total stories:40
Average Reach per Story: 549
Total Engagements: 3,881
Engagement Rate: 1.8%
INSTAGRAM
Top Posts:
What we worked on this month:
-2 New Guides: Hikes & Wine Tasting
-Changed and freshened up IG Highlights
-Attended Story Network Seminar
-Photoshoots for Granda’s new menu, The Pumpkin Patch SLO, Halloween
houses
-Video shoots for new content
-Arranged Holiday Giveaway with Slocally Made (launching in December)
San Luis Obispo Tourism Business Improvement District
Committee Recommendation Staff Report
November 4, 2021
TO: TBID Board
FROM: Molly Cano, Tourism Manager via TBID Marketing Committee
PREPARED BY: Molly Cano, Tourism Manager
SUBJECT: CCTC Digital Co-Op & Long Form Brand Video Production
RECOMMENDATION
As recommended by the TBID Marketing Committee:
1. Approve the FY 21-22 CCTC Digital Marketing co-op commitment and allocation of $6,750.
2. Approve the production of a long form brand video including the allocation of
$10,000 for the project.
DISCUSSION
During the November 3, 2021 TBID Marketing Committee meeting, the committee reviewed a couple
items to be considered for development and budget allocation recommendation to the Board. Below are
descriptions of both the items discussed and the recommended actions.
CCTC Digital Marketing Co-Op
Staff presented the FY 21-22 Digital Marketing co-op package with CCTC. The details for the program
are outlined in Attachment 1 of this report. In summary, CCTC is offering new opportunities for reduced-
cost digital media, with the agency partner, Destination Innovate. Three cooperative campaigns are
offered to CCTC members at a reduced market-rate advertising cost, tapping into the industry's most
experienced media marketers. The package consists of micro advertising campaigns organized by quarter
(Q2, Q3 and Q4). The first quarter campaign is within Pinterest, the following two quarters are Pinterest
and mixed media. By quarter the rate is $2,500 each however if committed as a 3-quarter package the
price is reduced to $6,750.
Long Form Brand Video Production
As follow up from the Board Meeting in October, Noble Studios presented the long form video
production project with the committee for consideration. The cost of the project would be $10,000 and
would include a voiceover of the brand mantra, feature video assets that were already in the library and be
made available for the use on owned channels, posted on YouTube, shared with members and used in
destination promotion opportunities with strategic partners.
Marketing Committee Action
The committee reviewed both of these programs and discussed them thoroughly. After consideration, the
committee recommended the approval of both programs to the TBID Board. The CCTC co-op program is
recommended to be funded from the existing co-op budget. The long form brand video is recommended
to be funded from the contingency budget.
November 2021 TBID Marketing Committee Recommendation Report Page 2
FISCAL IMPACT
The TBID Board has available budget to fund both these projects. The CCTC co-op program is $6,750
and is recommended to be funded from the existing co-op budget of which there is $20,000 available
leaving a remaining $13,250 for other co-op program opportunities. The long form brand video is
$10,000 and is recommended to be funded from the contingency budget of which there is $38,718
available leaving a remaining $28,718 for other opportunities
ATTACHMENTS
1. CCTC Digital Marketing Program
2021-2022 Cooperative Marketing Opportunities
Powered by our partner: Destination Innovate
CCTC is offering new opportunities for reduced-cost digital media, with our agency partner,
Destination Innovate. Three cooperative campaigns are offered to CCTC members at a reduced
market-rate advertising cost, tapping into the Industry's most experienced media marketers.
About DI:
30-year Tourism Marketing Vets lend their expertise and exclusive access to wholesale media rates,
allowing CCTC members to buy-in to additional co-op media campaigns to extend reach in themed
multi-platform campaigns backed by CCTC and run by media veterans to get the very best digital
results in a cooperative environment for The Central Coast AND the Advertiser.
DI offers you 39.97% less than the industry competitive cost per thousand impressions
1 2 3
DISCOUNTED CO-OP ADVERTISING OPPORTUNITIES
IT'S EASY AS...
The Greatest Gift is a Memory Escape. Completely.Summer Like You Mean It
"Gifting "things" is so 2020. Memories are priceless.
Gifting experiences instead of stuff is a welcome
rising trend. This campaign gives participating
members a reduced cost to the fourth largest
social media ad platform in the world during the
most active "pin trends" season. Join this co-op
flight to stay top of mind on the West Coast during
"away dreaming" holiday time!
They're cold. It's dreary. Time for a Lil "California
Dreamin'". Escape Winter mixed media campaign
utilizes digital ads on multiple platforms to
encourage planning an original road trip to the
Central Coast. Advertisers enjoy a reduced ad cost
targeting the chilliest places and offering a travel
escape plan to Central Coast and its sponsors.
In a summer following pent-up demand, bucket
list trips become vogue. This is not your average
"shack in Gulf Shores" weekender. This mixed
media campaign targets the "usual suspect" with
something a little different. A fully immersive road
trip vacay in Central California, both Insta-Worthy
and value-oriented, CCTC advertisers enjoy the
gravy of marketing to a faction of new visitors.
The Greatest Gift is a Memory
2021 Holiday Cooperative Pinterest Campaign
Geography: Western US
Demographic: Female, 25 - 65
Psychographics: Frequent Travelers, Gift
Ideas, Custom (Advertiser Custom Choice)
Cost: $2,500
Impressions: 350,000
Est. Clicks: 750-1500
Encouraging gifting travel experiences:
CCTC Approved Campaign "Gifting "things" is so 2020. Memories are priceless. Gifting
experiences instead of stuff is a welcome rising trend. This
campaign gives participating members a reduced cost to the
fourth largest social media ad platform in the world during the
most active "pin trends" season. Join this co-op flight to stay top of
mind on the West Coast during "away dreaming" holiday time!
Timing:
11/15/2021 - 01/03/2022
Sign up by:
November 15th, 2021
Regional Targets:
Niche Targets:
How it Works:
How you benefit:
IN PARTNERSHIP WITH:
A special sub-board
will be created in the
campaign for you.
3-4 pins allowed
Sub-targeting by
geography and
interests will be set
up per advertiser,
getting your board in
front of the highest
propensity of visitors.
The user will click on
your pin ad, we
suggest a special
holiday page or back
to your main
Pinterest account.
Optimization, active
campaigns are
monitored daily to
ensure the best
results for advertisers.
Target improvements
will be made in real-
time.
Roadtrips
Beaches
Family Vacations 2022
Gift Experiences
California Getaways
Related Trending Topics
Reach visitors interested in a California
vacation.
Show off your one-of-a-kind business to
a highly-engaged audience of over a
million travelers.
Align your brand with Central Coast
California.
Inspire travelers to start planning by
promoting the best places to stay and
play in Central Coast California.
Complete campaign management.
Custom ad creation, strategic targeting,
and monthly reporting included.
How it Works:
Geography: NorthEastern US
Demographic: Female, 25 - 65
Psychographics: Frequent Travelers,
Travel Inspiration, Snow birds, Custom
(Advertiser Custom Choice)
Cost: $2,500
Impressions: 350,000
Est. Clicks: 750-1500
Escaping the Winter:
They're cold. It's dreary. Time for a Lil "California Dreamin'". Escape
Winter mixed media campaign utilizes digital ads on multiple
platforms to encourage planning an original road trip to the Central
Coast. Advertisers enjoy a reduced ad cost targeting the chilliest
places and offering a travel escape plan to Central Coast and its
sponsors.
Timing:
1/10/2022 - 03/01/2022
Sign up by:
Januaray 7th, 2022
Regional Targets:
Niche Targets:
Warm Winter Travel
Roadtrips
Beaches
Family Vacations 2022
Related Trending Topics
Escape. Completely.
2022 Winter Cooperative Mixed Media Campaign
CCTC Approved Campaign
Reach visitors interested in a California
vacation.
Show off your one-of-a-kind business to
a highly-engaged audience of over a
million travelers.
Align your brand with Central Coast
California.
Inspire travelers to start planning by
promoting the best places to stay and
play in Central Coast California.
Complete campaign management.
Custom ad creation, strategic targeting,
and monthly reporting included.
IN PARTNERSHIP WITH:
A special ad campaign
will be created for you.
3-4 ad images allowed
Sub-targeting by
geography and
interests will be set
up per advertiser,
getting your ads in
front of the highest
propensity of visitors.
The user will click on
your ads, we suggest
a special landing
page or back to your
main social media
account.
Optimization, active
campaigns are
monitored daily to
ensure the best
results for advertisers.
Target improvements
will be made in real-
time.
How you benefit:
How it Works:
Geography: Midwest/SouthEast US
Demographic: Female, 25 - 65
Psychographics: Frequent Travelers,
Summer vacationers, Custom (Advertiser
Custom Choice)
Cost: $2,500
Impressions: 350,000
Est. Clicks: 750-1500
A California Summer Experience:
In a summer following pent-up demand, bucket list trips become
vogue. This is not your average "shack in Gulf Shores" weekender.
This mixed media campaign targets the "usual suspect" with
something a little different. A fully immersive road trip vacay in
Central California, both Insta-Worthy and value-oriented, CCTC
advertisers enjoy the gravy of marketing to a faction of new visitors.
Timing:
04/01/2022 - 06/01/2022
Sign up by:
March 28th, 2022
Regional Targets:
Niche Targets:
Roadtrips
Spring Travel
Family Vacations 2022
Summer Vacation
California Getaways
Related Trending Topics
Summer Like You Mean It
2022 Spring/Summer Cooperative Mixed Media
Campaign
CCTC Approved Campaign
How you benefit:
IN PARTNERSHIP WITH:A special ad campaign
will be created for you.
3-4 ad images allowed
Sub targeting by
geography and
interests will be set
up per advertiser,
getting your ads in
front of the highest
propensity of visitors.
The user will click on
your ads, we suggest
a special landing
page or back to your
main social media
account.
Optimization, active
campaigns are
monitored daily to
ensure the best
results for advertisers.
Target improvements
will be made in real-
time.
Reach visitors interested in a California
vacation.
Show off your one-of-a-kind business to
a highly-engaged audience of over a
million travelers.
Align your brand with Central Coast
California.
Inspire travelers to start planning by
promoting the best places to stay and
play in Central Coast California.
Complete campaign management.
Custom ad creation, strategic targeting,
and monthly reporting included.
...or you can have
The Whole Shebang
(with even more savings)
The Greatest Gift is a Memory Escape. Completely.Summer Like You Mean It++
12 total available ads wherever you want them
$6.42 Cost Per thousand impressions (36% additional savings)
$6,750 Full package discount rate.
Ain't that somethin'?
Phone: 480 - 364 - 3215
Jennifer Barbee
Destination Innovate
Book a meeting here: https://calendly.com/jenn_barbee/request
For your free 30 mn strategy sync
Email: Jbarbee@destinationinnovate.com
Ready to go?
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
Wednesday, November 3, 2021 at 10:30 a.m.
Teleconference
BOARD MEMBERS PRESENT: LeBren Harris, Natalie Ward and Matthew Wilkins
BOARD MEMBERS ABSENT: none
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:34 a.m.
BUSINESS ITEMS
1. Brand Campaign Long Form Video
Representatives from Noble Studios presented the proposal for the brand campaign long form video. The
cost of the project is $10,000 and includes a voiceover of the brand mantra, feature video assets that are
already in the library, and will be made available for the use on owned channels, posted on YouTube,
shared with members and used in destination promotion opportunities with strategic partners.
Committee Action: By consensus, the committee recommends the approval long form brand video project
with Noble Studios and recommends the project to be funded at $10,000 from the TBID contingency
budget.
2. CCTC Digital Advertising Co-op
Staff presented the FY 21-22 Digital Marketing co-op package with CCTC. The details for the program are
outlined in Attachment 1 of this report. In summary, CCTC is offering new opportunities for reduced-cost
digital media, with the agency partner, Destination Innovate. Three cooperative campaigns are offered to
CCTC members at a reduced market-rate advertising cost, tapping into the industry's most experienced
media marketers. The package consists of micro advertising campaigns organized by quarter (Q2, Q3 and
Q4). The first quarter campaign is within Pinterest, the following two quarters are Pinterest and mixed
media. By quarter the rate is $2,500 each however if committed as a 3-quarter package the price is reduced
to $6,750.
Committee Action: By consensus, the committee recommends the approval of the TBID participation in
the CCTC co-op program and recommended the co-op to be funded at $6,750 from the existing co-op
budget.
3. Midweek Promotion Brainstorm
The committee brainstormed with staff and the complete contractor team on the development of a
midweek promotion. The committee gave direction that they would like it to be a mix of inspirational,
awareness driving and transactional. The concept of gift cards or experience vouchers were discussed. The
committee stressed the necessity of the program being TBID driven and executed without the need for
involvement from the properties. Staff and agency teams will convene on additional ideas to discuss
further with the committee at a future meeting.
Meeting was adjourned at 12:00 p.m.
Tourism Business Improvement District
Management Committee
Meeting Minutes
Thursday, November 4, 2021 at 10:30 a.m.
Teleconference via Zoom
BOARD MEMBERS PRESENT: Pragna Patel-Mueller (left at11:02) and David Smith
BOARD MEMBERS ABSENT: Stephanie Bolles
STAFF PRESENT: Molly Cano, Tourism Manager
Call to order time: 10:36 am
BUSINESS ITEMS
1. Destination Stewardship Initiative
Staff presented the prepared presentation to the committee on the background of Destination
Stewardship. The committee was unable to reach an understanding and consensus on the need for
a Destination Stewardship approach or the value of the work effort. Ultimately, the committee has
recommended to bring the topic back to the Board.
Meeting adjourned at 11:15
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 13, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, October 13, 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, October 13, 2021 at 5:31 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, Vice Chair Samantha Welch, Committee Members, John
Conner, Maureen Forsberg, 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 LERIAN, SECONDED BY COMMITTEE MEMBER
FORSBERG, CARRIED 6-0 (One seat vacant) to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on September 8, 2021
C.2 2021-22 Community Promotions Budget Report
C.3 SLO Chamber Monthly Public Relations Report
C.4 SLO Chamber Visitor Center Report
C.5 SLO Chamber GIA Support Report
C.6 TOT Report
C.7 Modified GIA Program: Grant Recommendation Report
PRESENTATIONS
1. SUPPORT LOCAL QUARTER REPORT
Ashlee Akers, Verdin Marketing presented the first quarter report for the Support Local
marketing activities and the campaign concept for the next phase of the program.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 13, 2021 Page 2
Public Comment
None
--End of Public Comment--
No action was taken on this item.
2. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT
Dusty Colyer-Worth and Jacqui Clark-Charlesworth, SLO Chamber presented the quarter
report for the Public Relations, GIA and Visitor Services activities.
Public Comment
None.
--End of Public Comment--
No action was taken on this item.
BUSINESS ITEMS
1. DEI PROGRAM DISCUSSION
The committee discussed member thoughts on opportunities for PCC to support this effort.
Public Comment
None
--End of Public Comment--
ACTION: By consensus the Committee decided to form a DEI and Sustainability taskforce with
the following members:
DEI – Robin Wolf, Lori Lerian, John Thomas
Sustainability - Maureen Forsberg, John Conner, Samantha Welch
2. PCC COMMUNITY PLACEMAKING & RECOVERY PROJECT BRAINSTORM
The committee discussed project ideas for the Community Placemaking and Recovery Project work
efforts.
Public Comment
Katy McGrath
Dusty Colyer-Worth
--End of Public Comment--
ACTION: By consensus the committee requested staff to outreach on an opportunity for PCC to
support a promotional campaign around public art.
DRAFT Minutes – Promotional Coordinating Committee Meeting of October 13, 2021 Page 3
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
New Liaison assignments were provided.
2. COMMITTEE OUTREACH UPDATE -
Member Forsberg provided an update on Central Coast Follies.
3. TBID BOARD REPORT – TBID Meeting Minutes: September 8, 2021
TBID Chair John Conner provided a brief overview of the TBID Board Meeting.
4. TOURISM PROGRAM UPDATE
Tourism Manager Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 6:59 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, November 10, 2021 at 5:30 p.m. via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021