Loading...
HomeMy WebLinkAbout12-08-2021 TBID MinutesDRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 1 TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Minutes Wednesday, December 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 December 8, 2021 at 10:00 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 (left meeting at 10:31 a.m.), and Matthew Wilkins Absent: Natalie Ward Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY VICE CHAIR HARRIS SECONDED BY BOARD MEMBER SMITH, CARRIED 6-0-1 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7 WITH BOARD MEMBER WARD ABSENT. 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 PRESENTATION ITEMS 1.NEW STAFF INTRODUCTION Staff introduced the new Tourism Coordinator, Matt Teel to Board Members. Public Comment None. --End of Public Comment-- DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 2 No action was taken on this item. 2. SLO TBID Q3 MEDIA PLAN REVIEW The Board received a presentation from Noble Studios on the Q3 SLO TBID media plan. Noble Studios will be continuing to optimize their paid media budget for target markets. The paid media forms include paid search, display ads, video ads, 3rd party ads, and print ads. The overall goals for the media plan are to increase awareness of tourism in San Luis Obispo, increase engagement with the Visitslo.com website, and encourage conversion with partner websites. Public Comment None. --End of Public Comment-- The Board received and filed this report. BUSINESS ITEMS 1. SLO TBID MID WEEK PROMOTION CONCEPT The Board received a presentation on the new mid-week promotion concept from staff and the contractor team as a follow up from the November Marketing Committee meeting. Staff and the contractor team reviewed the concept, budget, goals, planned promotion details, and projected timeline for promotion build out with the board. Public Comment Dusty Colyer-Worth provided insight on past similar promotions and how beneficial these campaigns can be for small local business and visitors of San Luis Obispo. --End of Public Comment-- ACTION: MOTION BY VICE CHAIR HARRIS SECONDED BY BOARD MEMBER SMITH CARRIED 5-0 (Member Patel-Mueller left meeting before business item was reviewed) to approve the “Mid Week” promotion concept with the addition of the February 20 black-out date and budget of $25,000 from the TBID contingency budget to match to match the Economic Development budget commitment of $25,000 for the purchase of the gift card through the SLO Chamber fulfilment. 2. TBID AUDIENCE SEGMENT INCLUSION The Board continued the discussion on the diversification of audience segments in the TBID marketing efforts and programs. Board Member Patel-Mueller discussed her thoughts on her general customer base and how the TBID marketing efforts could be better geared towards this customer base. Chair John Conner asked about this customer base and their interest. Board Member Patel- Mueller explained in further detail what interests her customer base. Tourism Manager Molly Cano addressed Board Member Patel-Mueller’s points and reviewed the steps that have been taken to improve the TBID marketing effort audience segmentation inclusion in addition to upcoming actions that will be made. Public Comment Dusty Colyer-Worth provided insight on the visitor demographics that he sees at the San Luis Obispo Chamber of Commerce Visitor Center and provided insight on how these demographics align with Board Member Patel-Mueller’s discussion points. --End of Public Comment-- ACTION: By consensus, the Board agreed to improve upon audience segment inclusion via TBID marketing efforts and programs where feasible. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 3 3. TBID BOARD SUBCOMMITTEE STRUCTURE The Board discussed the idea of holding two monthly Board Meetings to replace the current subcommittee structure for the remainder of the 2021-22 FY. Tourism Manager Molly Cano discussed how updating the subcommittee structure could work and how it could benefit the efficiency and communication for Board Members. Public Comment Dusty Colyer-Worth agreed with the new subcommittee structure. --End of Public Comment-- ACTION: By consensus, the Board agreed to shift from the current Marketing and Management subcommittee structure to a second meeting monthly as a working “special meeting” starting in February. 4. EVENT FUNDING APPROACH With the return of visitor serving events, the Board discussed the TBID’s approach to future event funding. Chair John Conner reviewed the history of the TBID’s prior funding of events pre-pandemic. Board Member Smith commented on prior event funding. Tourism Manager Molly Cano provided insight on how to potentially improve upon event funding, tracking the success of this program for the TBID, and asked Board Members how to proceed with upcoming events. Vice Chair Harris commented that creating a clear model for supporting event funding could be beneficial for the TBID. Board Member Smith commented that there is a need for tracking the success of event funding and benefits for constituents. Chair John Conner reiterated that the need for a model structure is important. Board Member Wilkins commented on the pros and cons to event funding and the need to review events on a case-by-case basis. Tourism Manager Molly Cano provided insight on next steps for reviewing events, budgeting and how the board can work to review upcoming event funding opportunities. Public Comment None --End of Public Comment-- ACTION: By consensus the Board agreed to build a model structure for event funding and to consider event funding for specific events on a case-by-case basis. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board discussed hotel activities. 2. MARKETING COMMITTEE UPDATE – Meeting Minutes: None. 3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: None. 4. PCC UPDATE – John Conner provided an update on the Meeting Minutes from the PCC meeting on November 10, 2021. 5. VISIT SLO CAL UPDATE – Board Member Wilkins provided an update. 6. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided current project updates. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 12/8/2021 Pg. 4 ADJOURNMENT The meeting was adjourned at 11:37 a.m.. The next Tourism Business Improvement District Board Regular meeting is scheduled for Wednesday, January 12, 2022 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: 1/12/2022