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Home My WebLink About12-08-2021 TBID Agenda Packet Agenda City of San Luis Obispo, Agenda, Planning Commission TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, December 8, 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/89273473009?pwd=ZHhyZE1uelNCU3FxMm9aOVBJZEUyZz09 Telephone Attendee: +1 669 900 6833 Webinar ID: 892 7347 3009 Passcode: 468098 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 December 8, 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, November 10, 2021 C.2 Smith Travel Report C.3 Transient Occupancy Tax (TOT) Report C.4 Chamber Public Relations Monthly Report C.5 Chamber Guest Services Monthly Report C.6 Noble Studios & DCI Marketing Monthly Report C.7 Badger Branding Organic Social Report PRESENTATIONS 1. NEW STAFF INTRODUCTION 5 mins The Board will do a brief introduction with the new Tourism Coordinator. BUSINESS ITEMS 1. SLO TBID MID WEEK PROMOTION CONCEPT 20 mins The Board will receive a presentation on the new mid-week promotion concept from staff and the contractor team as follow up from the November Marketing Committee meeting. 2. TBID AUDIENCE SEGMENT INCLUSION 25 mins The Board will continue the discussion on the diversification of audience segments in the TBID marketing efforts and programs. 3. TBID BOARD SUBCOMMITTEE STRUCTURE 15 mins The Board will consider the subcommittee structure for the remainder of the 2021-22 FY. 4. EVENT FUNDING APPROACH 15 mins funding. Tourism Business Improvement District Board Agenda for December 8, 2021 Page 3 TBIDLIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE Liaison Reports 2. MARKETING COMMITTEE UPDATE Meeting Minutes: None. 3. MANAGEMENT COMMITTEE UPDATE Meeting Minutes: None. 4. PCC UPDATE Meeting Minutes: November 10, 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, January 12, 2022, 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 (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 TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Minutes - DRAFT Wednesday, November 10, 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 November 10, 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, Pragna Patel-Mueller (arrived at 10:24 AM), Natalie Ward, and Matt Wilkins (left the meeting at 11:27 AM) 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 WARD SECONDED BY VICE CHAIR YOUNG-HARRIS, CARRIED 6-0-1 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7 WITH BOARD MEMBER PATEL-MUELLER ABSENT. 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 Cathy Cartier, Visit SLO CAL presented the countywide House of Brands strategy and creative assets. B.C. LeDoux, Noble Studios shared recommendations for inclusion and use. DRAFT Minutes Tourism Business Improvement District Board Meeting of 11/10/2021 Pg. 1 Public Comment None --End of Public Comment-- ACTION: By consensus the Board provided the direction to implement the House of Brand version of applications as proposed by Noble Studios. 2. SLO TBID BRAND EQUITY RESEARCH FINDINGS B.C. LeDoux, Noble Studios and Mark Wiser and Lisa Wiser of Wiser Research presented the SLO TBID Brand Equity research f. Public Comment None. --End of Public Comment-- ACTION: No Action Taken 3. TBID AUDIENCE SEGMENT INCLUSION The Board began the discussion on the diversification of audience segments in the TBID marketing efforts and programs. Public Comment None. --End of Public Comment-- ACTION: No Action Taken TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE The Board discussed hotel activities. 2. MARKETING COMMITTEE UPDATE Tourism Manager Cano provided an update on the meeting. 3. MANAGEMENT COMMITTEE UPDATE Tourism Manager Cano provided an update on the meeting. 4. PCC UPDATE Tourism Manager Cano provided an updated on the PCC meeting of October 13, 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 11:57 a.m.. The next Tourism Business Improvement District Board Regular meeting is scheduled for Wednesday, December 8, 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 11/10/2021 Pg. 2 Total77.3429.529.5244.3822.08Total94.5253.0123.1963.1541.07Total100.2454.3626.1953.4936.33Total101.75103.8360.7968.3667.24 RevParRevPar WE85.0925.5523.0555.6928.41WE108.3453.4226.6378.4952.38100.8038.1424.6643.4633.25116.6393.6552.2667.7570.50 RevParRevPar WEWE WD72.9233.55-2.7034.0915.71WD86.9452.6119.9750.4131.0499.9638.1424.6643.4633.2594.52111.0665.7168.7165.29 WDWD Total37.3718.6412.7123.1113.15Total40.1121.257.8226.9415.73Total41.4723.4812.1222.4414.94Total39.1322.1018.2226.9219.35 ADRADR ADRADR WE38.9121.3316.0132.2416.53WE42.6229.408.1233.9018.5339.6928.0612.3727.0717.6841.5427.7618.7231.8524.96 WEWE Percent ChangePercent ChangePercent ChangePercent Change WD36.0718.695.8014.638.76WD38.0716.836.5919.6511.1042.2516.0811.4417.3912.4537.5520.8718.6524.7416.50 WDWD Total29.099.18-2.8317.287.89Total38.8326.1914.2528.5321.89Total41.5425.0012.5525.3618.61Total45.0166.9336.0032.6540.13 Occupancy (%)Occupancy (%) WE33.243.486.0717.7410.19WE46.0818.5617.1233.3028.5643.7437.9113.7631.3318.7953.0551.5728.2527.2336.44 WEWE Occupancy (%)Occupancy (%) WD27.0812.52-8.0316.986.40WD35.3930.6312.5625.7017.9440.5719.0111.8622.2218.5041.4274.6139.6735.2541.88 WDWD Total100.19118.99120.16108.5688.52Total109.94131.43136.21124.65103.63Total103.60108.01107.5399.0278.69Total104.12124.49186.33135.95125.01 RevParRevPar WE133.10203.21224.33195.17163.42WE145.99226.57236.73216.58184.13121.01182.38183.02161.36132.56128.01171.94226.21173.95167.07 RevParRevPar WEWE bƚǝĻƒĬĻƩ ЋЉЋЊ WD87.0385.3078.5073.9258.57WD95.5293.3796.0087.8871.4396.6378.2677.3474.0957.1494.57105.51170.38120.75108.18 WDWD Total160.81166.36203.25177.15156.42Total163.87168.26197.14182.74158.25Total159.51157.41191.86170.85149.58Total167.76169.29242.41193.01175.71 ADRADR ADRADR WE180.68231.29269.06232.33205.74WE183.65239.72257.76235.38204.86171.21216.98255.20220.08194.55180.74220.87277.58227.40213.28 WEWE Current Week TotalsCurrent Week TotalsCurrent Week TotalsCurrent Week Totals WD150.67131.25158.83141.63123.40WD153.75130.50160.02149.73128.17154.22125.33155.36142.98123.16161.48146.93227.13177.53158.47 WDWD Total62.3071.5359.1261.2856.59Total67.0978.1169.0968.2165.49Total64.9568.6256.0557.9652.61Total62.0773.5476.8770.4471.15 Occupancy (%)Occupancy (%) WE73.6787.8683.3784.0079.43WE79.4994.5191.8492.0189.8870.6884.0571.7273.3268.1470.8377.8581.4976.4978.34 WEWE Occupancy (%)Occupancy (%) WD57.7664.9949.4252.1947.46WD62.1271.5559.9958.6955.7362.6662.4449.7851.8246.3958.5671.8175.0168.0268.27 WDWD to November 06, 2021 2021 to November 13, 20212021 to November 20, 20212021 to November 27, 2021 For the Week of November 07, For the Week of November 14, For the Week of November 21, For the Week of October 31, 2021 CaliforniaCity of Paso Robles City of Pismo Beach City of San Luis Obispo City of Morro BayCaliforniaCity of Paso Robles City of Pismo Beach City of San Luis Obispo City of Morro BayCaliforniaCity of Paso Robles City of Pismo Beach City of San Luis Obispo City of Morro BayCaliforniaCity of Paso Robles City of Pismo Beach City of San Luis Obispo City of Morro Bay 113.4%120.1%134.0%105.2% Updated: 12/2/2021 Change +/- to FY 19-20 992,367965,595748,086 1,035,4593,741,506 2021-22 $ $ $ $ $ 535,638622,435660,475626,320420,171233,987300,504425,501614,863742,319728,950 973,791 6,884,953 2020-21 $ $ $ $ $ $ $ $ $ $ $ $ $ 69,184 913,019826,465720,414711,393593,403488,757520,813596,021268,458174,982 409,945 6,292,853 2019-20 $ $ $ $ $ $ $ $ $ $ $ $ $ 884,317775,513682,810650,101556,885488,296465,547524,327602,781741,364665,603 835,727 7,873,272 2018-19 $ $ $ $ $ $ $ $ $ $ $ $ $ 0.60 861,241728,932693,704601,208513,487473,701415,690503,451577,285641,919630,820796,899 54.8%44.0%36.3% 7,438,338 105.7% 2017-18 $ $ $ $ $ $ $ $ $ $ $ $ $ Change +/- 186.23153.67152.30136.81157.25 877,391765,232650,117628,049497,162434,836396,559439,735549,642708,724645,114 765,362 7,357,923 2016-17 RevPAR 2021-22 $ $ $ $ $ $ $ $ $ $ $ $ $ 41.16 90.5399.2772.3250.2875.1896.5593.73 TOT Comparison 105.79100.38119.42119.38154.53 844,845774,501643,127642,221468,016429,600387,304466,915559,235609,439598,093731,038 7,154,334 2015-16 2020-21 $ $ $ $ $ $ $ $ $ $ $ $ $ 0.30 761,346732,271557,002594,032475,360391,132400,239431,510520,795610,894601,614727,028 36.6%31.3%28.0%23.8% 6,803,224 2014-15 $ $ $ $ $ $ $ $ $ $ $ $ $ Change +/- 226.69213.77214.67200.80213.98 699,845674,244505,954509,435425,769355,315331,853366,980448,103564,617546,916630,729 ADR 6,059,758 2013-14 2021-22 $ $ $ $ $ $ $ $ $ $ $ $ $ 123.53 165.96162.84167.66162.18145.06124.24138.33144.67169.50181.33203.39157.39 636,778623,655508,583469,977359,163319,451302,153344,160426,879486,850489,862610,948 5,578,460 2012-13 2020-21 $ $ $ $ $ $ $ $ $ $ $ $ $ 0.23 591,184574,395490,524437,805347,437314,784276,165323,359392,266475,913447,116578,234 50.7%17.9%12.4%10.0% 5,249,181 2011-12 $ $ $ $ $ $ $ $ $ $ $ $ $ Change +/- 82.271.970.968.1 73.28 541,806542,194437,543442,586330,924274,417256,351302,246333,783451,133433,874512,543 4,859,400 2010-11 2021-22 Occupancy $ $ $ $ $ $ $ $ $ $ $ $ $ 54.561.063.161.940.554.466.770.565.876.0 33.32 49.8558.13 508,195511,564400,023414,870280,913246,684230,279273,373326,099423,158372,997490,326 4,478,481 2009-10 2020-21 $ $ $ $ $ $ $ $ $ $ $ $ $ Research Report *Figures from Smith Travel JulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJuneTotal/AverageJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayJuneTotal/Average Report to City of SLO TBID Guest Services Contract November 2021 Response to TBID Advertising Week Week Week Week Nov. Nov. 1 2 3 4 2020 2021 Calls to 21 22 31 26 82 100 1-877-SLO-TOWN Hotel Availability Tracker Week Week Week Week Nov. Nov. 1 2 3 4 2020 2021 Email Response 28 28 26 28 97 110 Phone Calls to 84 87 91 82 291 344 Hotels Hotel Referrals Week Week Week Week Nov. Nov. 1 2 3 4 2020 2021 Visitors Served 1,111 1,435 2,365 2,828 4,432 7,739 (walk-ins) Guests Served 442 437 742 820 1,945 2,441 (via phone and digitally) Hotel Rooms 370 484 463 351 1,466 1,668 Referred PROMOTIONAL COORDINATING COMMITTEE Minutes - DRAFT Wednesday, November 10, 2021 Regular Meeting of the Promotional Coordinating Committee CALL TO ORDER A Regular Meeting of the San Luis Obispo Promotional Coordinating Committee was called to order on Wednesday, November 10, 2021 at 5:34 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 (arrived at 5:38 PM) 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 COMMITTEE MEMBER CONNER, SECONDED BY COMMITTEE MEMBER LERIAN, CARRIED 5-0-1 (With Member Wolf absent and One seat vacant) to approve the Consent Agenda items 1 thru 7. C.1 Minutes of the Meeting on October 13, 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. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE DRAFT Minutes Promotional Coordinating Committee Meeting of November 10, 2021 Page 1 Jacqui Clark-Charlesworth, SLO Chamber presented the report on the public relations activities that occurred over the past month. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. PCC SUSTAINABILITY + DEI TASKFORCE REPORTS Tourism Manager Cano and Taskforce members reported out on the taskforce activities and recommendations for committee review and input Public Comment None --End of Public Comment-- No Action taken on this item. 2. 2022-2023 GIA PROCESS DISCUSSION The committee discussed the approach and process for the Cultural GIA program in fiscal year 2022-2023. Public Comment --End of Public Comment-- ACTION: By consensus the Committee agreed on a quarterly timeline at a fixed amount with ability to also apply for bonus DEI and/or Sustainability components. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT Chair Thomas reported on MCSC event. Member Forsberg provided an update on Central Coast Follies. 2. COMMITTEE OUTREACH UPDATE None. 3. TBID BOARD REPORT TBID Meeting Minutes: October 13, 2021 TBID Chair John Conner provided a brief overview of the TBID Board Meeting. DRAFT Minutes Promotional Coordinating Committee Meeting of November 10, 2021 Page 2 4. TOURISM PROGRAM UPDATE Tourism Manager Cano provided a brief Tourism Program update. ADJOURNMENT The meeting was adjourned at 7:29 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, December 8, 2021 at 5:30 p.m. via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021 DRAFT Minutes Promotional Coordinating Committee Meeting of November 10, 2021 Page 3