HomeMy WebLinkAbout01-12-2022 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, January 12, 2022
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/84962296158?pwd=QVR0UTVqMDlmZC8xZC85cytQRDl1QT09
➢ Telephone Attendee: +1 669 900 6833
➢ Webinar ID: 849 6229 6158 Passcode: 942530
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 8:00 AM 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 8:00 AM – 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 8:00 AM 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 January 12, 2022 Page 2
CALL TO ORDER Chair John Conner
ROLL CALL : Chair John Conner, Vice Chair LeBren Harris and Members Pragna Patel-
Mueller, Natalie Ward, David Smith, Stephanie Bolles and Matthew 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, December 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
C.7 Badger Branding Organic Social Report
PRESENTATIONS
1. MARKETING SERVICES QUARTER REPORT 15 mins
Representatives from Noble Studios and DCI will present the second quarter report for the marketing
activities for the SLO TBID.
2. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT 15 mins
Representatives from the SLO Chamber will present the second quarter report for the Public Relations
and Guest Services activities with the SLO TBID.
3. CONTENT MARKETING QUARTER REPORT 10 mins
Representatives from the Badger Branding will present the second quarter report for the content
marketing support and organic social media activities with the SLO TBID
4. MIDWEEKEND PROMOTION UPDATE 20 mins
Staff and contractor team will present the program update for the MidWeekend promotion.
Tourism Business Improvement District Board Agenda for January 12, 2022 Page 3
BUSINESS ITEMS
1. SLO TBID FUND BALANCE & BUDGET UPDATE 30 mins
Staff will present the SLO TBID Fund Balance for the Board’s review and allocation.
2. SLO TBID LONG FORM VIDEO PROJECT 20 mins
Representatives from Noble Studios will present the creative outline of the long form video for the
Board’s review and approval.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. MARKETING COMMITTEE UPDATE – Meeting Minutes: January 5, 2022.
3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: None.
4. PCC UPDATE – Meeting Minutes: December 8, 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 , February 9 , 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 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 12/8/2021 Pg. 1
Minutes - DRAFT
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
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: XX/XX/XX
Report to City of SLO – TBID and PCC
Public Relations Contract
December 2021
PR ACTIVITY
Implementation/Proactive Work
Set up Socal Sidecar Tour for Chamber and City staff
Continued planning TBID's midweek promotion with the City and Noble Studios
Sent winter events release to local and regional media
Drafted ‘Meet Your Neighborhood Streetwear Shop’ Q&A for VisitSLO.com
Continued planning Stacey Freeman @poshinprogress's SLO visit in partnership with DCI (cancelled)
Conducted outreach to businesses for Buy Local Bonus Thank You campaign
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
Provided fact checking for Parents.com on behalf of Visit California
Offered itinerary ideas and suggestions to Real Mom of SFV upon media request
Offered itinerary ideas and suggestions to The Jeep Girls upon media request
Partnerships
Connected with Leslie Westbrook on what's new in SLO for a story in Montecito Journal
Continued planning Arts + Culture FAM with Hotel San Luis Obispo & SLOMA
Submitted images to Visit California request for Keys for Trees pitch
Pitched "Diversity Across California's Tourism Businesses" and "What's Old and Still Going Strong" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
THE TRIBUNE SLO launches program to plant 10,000 trees by 2035 — and hotels are funding initial costs 146,000.00 $67.27 Sustainability Proactive pitching
PASO ROBLES DAILY NEWS San Luis Obispo visitors will help plant 10,000 trees by 2035 36,000.00 $8.27 Sustainability Proactive pitching
VISIT CALIFORNIA What's New in California Quarterly Roundup --Sustainability Proactive pitching
VISIT CALIFORNIA California is Home to the Weird and Wonderful 1,000.00 -Cultural Proactive pitching
PASADENA MAGAZINE The Best of Pasadena’s Holiday Getaway Cuisine 2,000.00 -Culinary Partnership hosting
IN PICKLEBALL CALIFORNIA DREAMIN’30,000.00 -Outdoor Responsive pitching
MATADOR NETWORK San Luis Obispo launches tree-planting initiative funded by local hotels 793,000.00 $638.73 Sustainability DCI proactive pitching
THE WORLD TRAVEL BLOG San Luis Obispo is Preparing for a Green Future 67,363 $623.00 Sustainability DCI proactive pitching
PASO ROBLES DAILY NEWS Downtown SLO Farmers’ Market named best in California 36,000.00 $8.27 Culinary DCI responsive pitching
THE TRIBUNE This SLO County farmers market is the best in California, nutrition site says 146,000.00 $67.27 Culinary DCI responsive pitching
KOGO NEWS RADIO This Is The Best Farmers' Market In California 33,500.00 $15.42 Culinary DCI responsive pitching
LOVE EXPLORING Brilliant US cities you might not have thought to visit 134,300,000.00 -Cultural
STACKER This is the college whose graduates earn the most money, according to data 67,150,000.00 $54,057.00 Cal Poly
LOVE EXPLORING Beat the crowds at these off-season US destinations 134,300,000.00 -Cultural
THE TRIBUNE This SLO brewery is one of the top 10 in the country, Martha Stewart Living says 788,800.00 $426.79 Beer/Wine
ICON VS. ICON SLO Brew releases Holidaze IPA 76,800.00 $17.67 Beer/Wine
FOX28 TownePlace Suites San Luis Obispo, California Opens 1,900,000.00 $1,400.00 Cultural
WINE ENTHUSIAST Golden State Terroir: Four Central Coast Vineyards to Know 306,000.00 $70.36 Beer/Wine
PASTE MAGAZINE A Self-Care Gift Guide for People Who Need Some Calm in Their Life 756,000.00 $347.87 Support Local
NEWS-PRESS.Give the gift of wine: 10 supremely slurp-worthy gifts for the wine lover on your list 176,000.00 $80.81 Beer/Wine
DAILY CHRONICLE Uncorked: Choosing 21 wines for 2021 not an easy task 2,200.00 -Beer/Wine
LOCAL MAGAZINE How to Spend the Perfect 24 Hours in San Luis Obispo 25,000.00 $5.66 Cultural
SPLASH MAGAZINES Christmas Dining Out Options for 2021 6,900.00 $1.58 Culinary
KSBY Cal Poly students are ready to drive the Rose Float on New Year's Day 1,200,000.00 $265.65 Cal Poly
KSBY Cal Poly students prep Rose Float for New Year's Day parade 139,000.00 $31.97 Cal Poly
KEYT Cal Poly float team ready for Rose Parade 1,100,000.00 $263.83 Cal Poly
ASSOCIATED PRESS ONLINE Independent Retailers Embrace Zero-Waste Propane for Recreation 50,800,000.00 $15,300.00 Sustainability
USA TODAY 10BEST If pink is your favorite color, you'll love these 10 hotels 383,000.00 $308.55 Cultural
THE ALCOHOL PROFESSOR When Sizzle Meets Fizz: 7 Terrific Sparkling Wine & Fried Food Pairings 13,000.00 -Beer/Wine
PASO ROBLES DAILY NEWS SLO Symphony to feature Andrew Balio in ‘Sound the Trumpet’ 36,000.00 $8.27 Cultural
THE TRIBUNE SLO celebrates season with 45th annual Holiday Parade 146,200.00 $727.63 Family
PASO ROBLES DAILY NEWS Jewish Film Festival returns this January 36,000.00 $8.27 Cultural
UK TIME NEWS Incredible pastries worth a visit --Culinary
TOTALS
33 394,931,763.00 $74,750.14
TOTAL YTD
111 1,967,353,822.00 $605,206.67
144 2,362,285,585.00 $679,956.81
Report to City of SLO – TBID
Guest Services Contract
December 2021
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
Dec.
2020
Dec.
2021
Calls to
1-877-SLO-TOWN
19 23 26 15 71 83
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
Dec.
2020
Dec.
2021
Email Response 26 26 27 26 102 106
Phone Calls to
Hotels
77 81 82 78 225 318
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
Dec.
2020
Dec.
2021
Visitors Served
(walk-ins)
2,011 2,590 3,968 1,626 5,154 10,195
Guests Served
(via phone and
digitally)
442 437 742 820 2,436 3,221
Hotel Rooms
Referred
336 342 320 282 1,209 1,280
Agency Report · December 2021
SLO-TBID
Agency Repor t
December Activity & Performance
What’s Ahead:
●Quarterly Marketing Plan FY21-22:
Copy of Jan-March Mkt Plan FY21-22_SLO TBID
Paid Media
Paid search drove 17,984 impressions, 2,654 clicks (29% increase PoP), a 14.76% CTR ( 73%
increase PoP) and 2,934 sessions (7% increase PoP)while driving 105 Book Now Conversions
(24% decrease PoP), 364 hotel referrals (10% decrease PoP) and 28 homestay referrals (3%
decrease PoP)at a 50% decrease in cost.
●Proactively monitored and optimized paid media placements ($5061.18 spend)
●Added Things to Do Paid Search Campaign
Email Marketing
Our Dec. 2 newsletter had a 28% open rate and a 2%click rate. The most clicked item was our
blog post on 2021 Holiday Events followed by Support Local initiatives. Our next email is scheduled
for Wed. Jan 5 to promote Restaurant Month.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased period-over-period by 5% and increased 206% year-over-year.
Organic hotel partner referrals increased 14% (191 vs 167), Book Now remained steady (69 vs 69)
and Homestay referrals decreased 32% (13 vs 19) period-over-period (December 1-31, 2021 vs
October 31 - November 30, 2021). We saw a 8% increase in Avg Session Duration, a 1% decrease in
bounce rate and a 2% increase in pages per session PoP and 206% increase in sessions, a 2%
decrease in bounce rate, 11% increase in pages/session and a 29% increase in avg. session
duration YoY for organic search.
Overall keyword rankings on the search engine results page increased 3% in December, compared
to the previous period. In December, we saw additional positive PoP growth for many of the pages
we have optimized including: a 15% increase to Things to Do, a 42% increase to Mission San Luis
2
Tolosa, a 29% increase to Attractions, a 51% increase to Where to Stay, 776% increase to Happy
Hour, 41% increase in Drink page, and a 44% increase to the home page.
●SEO Optimizations created:
○Page Optimization: Sunset Drive-In
○Page Optimization: Coffee In SLO
●Page Implementations
Blog Posts (2 per month)
Completed:
●Blog #1: SLO Holiday Drinks 2021
●Blog #2: A Budget-friendly Guide to San Luis Obispo
Website
The website saw a 10% decrease in sessions period-over-period (December 1-31, 2021 vs October
31 - November 30, 2021)and a 149% increase YoY; for a total of 24,847 sessions and 21,270 new
users in December. From an engagement perspective, bounce rate decreased by 4%, pages/session
increased by 8% and average session duration increased by 16% PoP.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
○Added Yoast Duplicate Post plugin to easily duplicate pages
○Changed background images to display using <img> tag
○Launched Pinterest “pinnable” functionality
○Updated SLO Logo in header
○Added Visit SLOcal, CCTC, and VCA logos in the footer
PR, Media, And Influencer Relations
Proactive Pitch Development:
●Sustainable Program Campaign Promotion (In Progress)
●Taste of SLO (From Organic Waste to Energy) (In Progress)
●What’s New in 2022/Why visit SLO in 2022 (Upcoming)
●SLO restaurant Month pitching (Upcoming)
●Black History Month Pitching (Upcoming)
Ongoing Media Conversations:
●AFAR, Mark Ellwood, Where to Go April 2022
●Forbes, Michele Hermann, New Years Eve Traditions Across the U.S.
3
●Fun World Mag, Juliana Gilling, Sustainability Initiative
●Koa Blog, Katie Jackson, Most Photogenic Places in the US
●Global Wellness Institute/New York Times, Elaine Glusac, Sustainable Travel
●Metro, Tamara Hinson, Sustainability Initiative
●TravelAwaits, Cindy Ladage, Sustainability Initiative (media visit interest)
●TripSavvy, Holly Johnson, Best Family-Friendly Hotels in CA
●Wine Enthusiast, Amy Beth Wright, Vineyards with Guest Residences
●Woman&Home, Vivian Chung, World's Most Beautiful Hotels
●Anna Haines, Freelance, Forbes, AFAR, Sustainability Initiative & Wellness Experiences
(media visit interest)
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:
○Hetal Vasavada – MilkAndCardomom (January 14-17)
○Amber Mamian – Global_munchkins
○Danielle Schaffer – CityGirlGoneMom
●Canceled Partnerships:
○Stacey Freeman – Poshinprogress (December 19-21)
●Completed 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 (3 completed - Fall Destinations, September 2021; Halloween Fun,
October 2021; Holiday Fun, November 2021)
DCI 2021-22 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/14yqVCn3Ee--W9-pX-xfqPZsidrKOrNJ2J7z4RtSXL
00/edit?usp=sharing
4
December 2021
Organic Social Report
Date: 12/1/21
Page Fans: 97,131 ( 141)
Total Posts: 16
Total Impressions: 127,101 ( 693,192)
Total Organic: 27,798 ( 22,595)
Total Engagements: 1,464 ( 5,077)
Engagement Rate: 1.2% ( 45%)
FACEBOOK
Top Posts:
Followers: 22,000 ( 58)
Total Posts: 20
Total Impressions:180,866 ( 169,799)
(includes both organic & paid)
Total stories:42
Average Reach per Story: 420
Total Engagements: 4,611 ( 378)
Engagement Rate: 2.5%
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
-Made our goal of 22,000 followers on Instagram
-Got Reels functionality back on our account
-Raised our Instagram engagement rate over 2%
-Created Crowdriff Story Network Story:Celebrate the Holidays
in SLO
-Created 2 new Pinterest Boards: How to SLO & Sustainable SLO
-Ran 2 Instagram giveaways: Slocally Made & Slo Brew Live NYE
❏Slocally Made: 280 likes, 144 comments, 32 shares
❏Slo Brew Live: 90 likes, 113 comments, 12 shares
-Curated new video content: Axe throwing, holiday plaza set-up
timelapse, High Bar holiday drink
-Holiday this or that Stories for Instagram to increase
engagement
-Shared local events for the month in event highlight
JANUARY’S FOCUS:
-Create 2 New Guides for Instagram
-Make engaging Stories about health/wellness/resolutions
-Create New Story Network Story
-Share Reels to IG
-Continue engaging stories
-Continue to post to Pinterest
-Create ShareSLO LinkedIn to promote business travel
Tourism Business Improvement District
Marketing Committee
Meeting Minutes
January 5, 2022 at 10:30 a.m.
Teleconference
BOARD MEMBERS PRESENT: LeBren Harris and Matthew Wilkins
BOARD MEMBERS ABSENT: Natalie Ward
STAFF PRESENT: Tourism Manager, Molly Cano and Tourism Coordinator, Matt Teel
Call to order time: 10:35 a.m.
BUSINESS ITEMS
1. MidWeekend Promotion Campaign Review
Staff and representatives from Noble Studios, Badger Branding, and the San Luis Obispo Chamber of
Commerce presented an update on the MidWeekend promotion campaign that will be launched on
February 1, 2022. The cost of the promotion is $50,000 and will focus on increasing mid-week lodging
stays in San Luis Obispo while also supporting small local businesses. Promotion goals, details, creative,
PR/Marketing, business qualification, constituent support and timeline were discussed.
2. New Business Items
a. Committee Discussion – Committee discussed the impacts on booking trends due to COVID.
b. Future Agenda Items – None.
Meeting was adjourned at 11:10 a.m.
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 8, 2021 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, December 8, 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, December 8, 2021 at 5:30 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, Committee Members, John Conner, Maureen Forsberg, Lori
Lerian and Anni Wang
Absent: Vice Chair Samantha Welch, and Committee Member Robin Wolf
Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel
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 FORSBERG, CARRIED 5-0-2 (with Vice Chair Welch and Member
Wolf absent) to approve the Consent Agenda items 1 thru 7.
C.1 Minutes of the Meeting on November 10, 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. NEW COMMITTEE MEMBER & STAFF INTRODUCTIONS
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 8, 2021 Page 2
New PCC Member Anni Wang and new staff person Matt Teel, Tourism Coordinator were
introduced to the committee.
2. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
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. PUBLIC ART PROMOTIONAL SUPPORT
Tourism Manager Molly Cano and Jacqui Clark-Charlesworth, SLO Chamber presented an
approach to public art promotional support for the committee to consider, including an
opportunity to partner with SLOMA on a public art media group FAM.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER LERIAN, SECONDED BY
COMMITTEE MEMBER FORSBERG, CARRIED 5-0-2 (with Vice Chair Welch and Member
Wolf absent) to approve the budget allocation of $6,000 for an arts and cultural FAM trip.
2. PCC SUSTAINABILITY RESOURCES
Tourism Manager Molly Cano presented an outline of the sustainability resources for the
committee’s approval.
Public Comment
Dusty Colyer-Worth
--End of Public Comment--
ACTION: By consensus the Board approved the sustainability resource.
3. 2022-2023 GIA PROCESS DISCUSSION
Tourism Manager Molly Cano outlined of the Cultural GIA program for fiscal year 2022-2023
based on the direction from the November meeting.
DRAFT Minutes – Promotional Coordinating Committee Meeting of December 8, 2021 Page 3
Public Comment
--End of Public Comment--
ACTION: By consensus the Committee approved the proposed GIA process as presented at the
meeting and the grants will be reviewed on a rotating taskforce format.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
Member Lerian reported on the Cal Poly Arts Broadway series.
2. COMMITTEE OUTREACH UPDATE – None.
3. TBID BOARD REPORT – TBID Meeting Minutes: November 10, 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 7:31 p.m. The next Regular Promotional Coordinating Committee
meeting is scheduled for Wednesday, January 12, 2022 at 5:30 p.m. via teleconference.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021