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Home My WebLink About02-09-2022 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, February 9, 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/88011589341?pwd=dHJEeU1LVWsyNGN5aVBBQzkvL2dCUT09  Telephone Attendee: US: +1 669 900 6833  Webinar ID: 880 1158 9341 Passcode: 770758 Note: The City utilizes Zoom Webinar for remote meetings. All attendees will enter the meeting muted. Prior to joining the meeting, consider reviewing the following tutorials: Joining a Zoom Meeting, Zoom Audio & Video Basics, Basic In-Meeting Navigation 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 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 February 9, 2022 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 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, January 12, 2022 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 BUSINESS ITEMS 1. COUNTYWIDE FESTIVALS AND EVENT STRATEGY COLLABORATION 20 mins The Board will receive a presentation from Melissa Murray from Visit SLO CAL on the revised countywide commitment to collaborate in the development and implementation of a strategy for tourism related festivals and events for the Board’s review and commitment. 2. SUPPLEMENTAL ASSETS 15 mins Staff will present a proposal to acquire photography and videography assets of downtown adjacent areas to be used in partnership with the Promotional Coordinating Committee’s neighborhood maps project. 3. SLO BRAND & SENTIMENT SURVEY RESEARCH FINDINGS 60 mins The Board will receive a presentation from Mark Wiser on the research findings gathered from the SLO Brand Tracker Baseline and Local Tourism Sentiment Survey. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – Liaison Reports 2. PCC UPDATE – Meeting Minutes: January 12, 2022 Tourism Business Improvement District Board Agenda for February 9, 2022 Page 3 3. VISIT SLO CAL UPDATE – Liaison Report 4. TOURISM PROGRAM UPDATE – Staff Report ADJOURNMENT A Special Meeting of the Tourism Business Improvement District Board is scheduled for Wednesday, February 23, 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: https://opengov.slocity.org/WebLink/Browse.aspx?id=152891&dbid=0&repo=CityClerk&cr=1 DRAFT Minutes – Tourism Business Improvement District Board Meeting of 1/22/2022 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, January 12, 2022 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 January 12, 2022 at 10:05 a.m. by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair LeBren Harris and Members Stephanie Bolles, Natalie Ward, Pragna Patel-Mueller (Joined meeting at 10:43 a.m.), and Matthew Wilkins Absent: David Smith 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 BOARD MEMEBR WILKINS SECONDED BY BOARD MEMBER BOLLES, CARRIED 5-0-2 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7 WITH BOARD MEMBERS PATEL-MUELLER AND SMITH ABSENT. 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 PRESENTATION ITEMS 1. MARKETING SERVICES QUARTER REPORT Representatives from Noble Studios presented the second quarter report for the marketing DRAFT Minutes – Tourism Business Improvement District Board Meeting of 1/12/2022 Pg. 2 activities for the SLO TBID. The board reviewed travel trends, Q2 performance insights, and plans for Q3 via a 30/60/90-day marketing plan recap. Public Comment None. --End of Public Comment-- The Board received and filed this report. There was no Board discussion. 2. PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT Representatives from the SLO Chamber presented the second quarter report for the Public Relations and Guest Services activities with the SLO TBID. SLO Chamber representatives reviewed Q2 media coverage, Chamber guest services/visitor center data, and sales support data. Public Comment None. --End of Public Comment-- The Board received and filed this report. There was no Board discussion. 3. CONTENT MARKETING QUARTER REPORT Representatives from Badger Branding presented the second quarter report for the content marketing support and organic social media activities with the SLO TBID. Badger Branding representatives reviewed the content marketing strategies that were run during Q2, performance data, and gave an update on what’s coming up within their marketing plan. Vice Chair Harris brought up the previous discussion of including YouTube advertising within their media mix. Tourism Manager Cano provided an update on plans for campaign video content being posted on YouTube. Public Comment None. --End of Public Comment-- The Board received and filed this report. There was no Board discussion. 4. MIDWEEKEND PROMOTION UPDATE Staff and contractor team presented the program update for the MidWeekend promotion. The goal of this campaign is to increase midweek lodging stays in the city of San Luis Obispo and to also support local businesses. Campaign budget, timeline, messaging, marketing, program process, and constituent outreach were reviewed. Vice Chair Harris asked for information about gift card purchasing. Tourism Manager Cano provided overview of qualification process and plan for purchasing gift card. Public Comment None. --End of Public Comment-- There was no Board action. BUSINESS ITEMS 1. SLO TBID FUND BALANCE & BUDGET UPDATE DRAFT Minutes – Tourism Business Improvement District Board Meeting of 1/12/2022 Pg. 3 Revenue Analyst Jacob Nunez, reviewed the SLO TBID Fund Balance for the Board’s review and allocation. Staff recommended to allow the use of up to $18,000 to be used towards the print cost of new SLO tourism brochures. Other considerations such as the translation of brochures, website updates and the option to increase fund reserves were also reviewed. Vice Chair Harris asked for more details about the current fund balance. Tourism Manager Cano provided a breakdown of fund balance, previous budgeting decisions and how this has affected current fund balance. Chair John Conner provided his opinion on the immediate need for brochures and agreed that estimates for translation services should be organized and reported on for board consideration. Vice Chair Harris and Member Wilkins agreed with priorities but emphasized website update needs. The Board directed staff to have estimates for brochure translation services and a proposal from Noble Studios on Visitslo.com website updates prepared for the Board’s review. The estimate and proposal will then be considered by the Board and use of SLO TBID fund balance will be discussed in future meetings. Public Comment None. --End of Public Comment-- ACTION: MOTION BY MEMBER WILKINS SECONDED BY BOARD VICE CHAIR HARRIS CARRIED 6-0-1 (Member Smith was absent) to approve $18,000 for brochure printing. 2. SLO TBID LONG FORM VIDEO PROJECT Representatives from Noble Studios presented the creative outline of a long form video for the Board’s review and approval. Noble studios reviewed a story board to cover the different footage, interest group, and demographic representation within the video advertisement. Member Wilkins asked about the recency of footage and suggested to include footage of outdoor activities outside of downtown in future footage production. A representative from Noble Studios acknowledged the suggestions, respinded to explain that all fotgae used was already in the TBID assest library and no new production was shot for this project,and took note of this for footage suggestion for future work. Public Comment Dusty Colyer-Worth provided insight on the local businesses that are diversity, equity, and inclusion friendly that could be also featured in footage. --End of Public Comment-- ACTION: MOTION BY MEMBER BOLLES SECONDED BY MEMBER WARD 5-1-1 to approve the long form video project (Member Patel-Mueller voted no and Member Smith was absent). TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board discussed hotel activities. 2. MARKETING COMMITTEE UPDATE – Meeting Minutes: January 5, 2022 3. MANAGEMENT COMMITTEE UPDATE – Meeting Minutes: None. 4. PCC UPDATE – John Conner provided an update on the Meeting Minutes from the PCC meeting on December 8, 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 1/12/2022 Pg. 4 ADJOURNMENT The meeting was adjourned at 12:01 p.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for Wednesday, February 9, 2022 at 10:00 a.m. held remotely and via teleconference. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX 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$ 530,064$ 1,214,080$ 133.0% August 511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 623,523$ 992,620$ 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$ 660,405$ 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$ 632,733$ 889,485$ 125.0% November 280,913$ 330,924$ 347,437$ 359,163$ 425,769$ 475,360$ 468,016$ 497,162$ 513,487$ 556,885$ 593,403$ 422,488$ 722,487$ 121.8% December 246,684$ 274,417$ 314,784$ 319,451$ 355,315$ 391,132$ 429,600$ 434,836$ 473,701$ 488,296$ 488,757$ 236,391$ 547,104$ 111.9% January 230,279$ 256,351$ 276,165$ 302,153$ 331,853$ 400,239$ 387,304$ 396,559$ 415,690$ 465,547$ 520,813$ 302,621$ February 273,373$ 302,246$ 323,359$ 344,160$ 366,980$ 431,510$ 466,915$ 439,735$ 503,451$ 524,327$ 596,021$ 426,144$ March 326,099$ 333,783$ 392,266$ 426,879$ 448,103$ 520,795$ 559,235$ 549,642$ 577,285$ 602,781$ 268,458$ 614,973$ April 423,158$ 451,133$ 475,913$ 486,850$ 564,617$ 610,894$ 609,439$ 708,724$ 641,919$ 741,364$ 69,184$ 742,477$ May 372,997$ 433,874$ 447,116$ 489,862$ 546,916$ 601,614$ 598,093$ 645,114$ 630,820$ 665,603$ 174,982$ 760,006$ June 490,326$ 512,543$ 578,234$ 610,948$ 630,729$ 727,028$ 731,038$ 765,362$ 796,899$ 835,727$ 409,945$ 973,975$ 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$ 6,925,799$ 5,331,371$ 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 68.1 10.0%162.18 200.80 23.8%100.38 136.81 36.3% November 49.85 63.10 26.6%145.06 182.97 26.1%72.32 115.47 59.7% December 33.32 53.50 60.5%123.53 175.56 42.1%41.16 93.90 128.1% 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 Missing 2 properties Total/Average 58.13 68.28 0.30 157.39 202.41 0.31 93.73 139.73 0.71 Updated: 2/2/2022 TOT Comparison Occupancy ADR RevPAR*Figures from Smith Travel Research Report Report to City of SLO – TBID and PCC Public Relations Contract January 2022 PR ACTIVITY Implementation/Proactive Work Continued planning TBID's midweek promotion with the City and Noble Studios Pitched the Midweekend Promotion to media Drafted ‘Meet Your Neighborhood Chef-Owner’ Q&A for VisitSLO.com Pitched results of Buy Local Bonus program to media 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 Began planning media visit for freelancer Cori Soloman and SoCal Restaurant Show's Andy Harris Connected with Kimberly Daugherty's team on influencer visit Partnerships Connected with Visit California and Visit SLO CAL to align health and safety best practices on media visits Continued planning Arts + Culture FAM with Hotel San Luis Obispo & SLOMA Began planning sustainable FAM media visit with DCI In partnership with DCI, began planning Anna Haines media visit on assignment for Forbes PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF USA TODAY 10BEST 10 essential food experiences to enjoy along California's Central Coast 383,000.00 $308.55 Culinary Partnership hosting CONDE NAST TRAVELER The Best Things to Do in San Luis Obispo, California, from Historic Missions to Kelp Foraging 136,400,000.00 $32,600.00 Outdoor Partnership hosting KSBY San Luis Obispo Buy Local Bonus program results in spending of over $860K at local businesses 139,000.00 $31.97 Support Local Proactive pitching MUSTANG NEWS Big Spending At Small Businesses: City Of San Luis Obispo Says Buy Local Bonus Program Was A Success 500.00 -Support Local Proactive pitching THE TRIBUNE Rebounding tourism and new hotel rooms help boost SLO bed tax revenue to all-time highs 332,800.00 $1,200.00 Cultural Responsive lead VISIT CALIFORNIA Diversity Across California's Tourism Businesses 1,000.00 -Cultural Proactive pitching BUDGET TRAVEL Outdoor holiday celebrations around the United States 56,000.00 $12.93 Family DCI pitching THRILLEST Perfect Winter Road Trips for When You Need to Escape San Francisco 3,610,000 $829.63 Beer/Wine TRAVEL AWAITS 5 New And Reimagined California Hotels To Visit In 2022 61,000.00 $13.95 Cultural TRAVEL + LEISURE The Best Road Trip Getaways From Major Cities in 2022, According to Vrbo 69,200,000.00 $17,100.00 Outdoor EAT THIS, NOT THAT!The Best Dessert Menu in Every State 1,560,000.00 $358.57 Culinary UPROXX Bartenders Name Their Favorite Bourbon Whiskey Sips Of 2021 920,000.00 $211.52 Beer/Wine NOOZHAWK Cal Poly Rose Parade Float Wins Animation Award with ‘Stargrazers’ Theme 257,700.00 $1,300.00 Cal Poly SF GATE The crumbling remains of the world's first motel are on California's Central Coast, and I visited them 2,450,000.00 $564.19 Cultural PASO ROBLES DAILY NEWS Winter events in San Luis Obispo 36,000.00 $8.27 Cultural Proactive pitching NEW TIMES SLOMA's Second Saturdays provides free, all-ages arts activities once a month 41,000.00 $9.32 Cultural NEW TIMES Harold J. Miossi Gallery hosts Zoom panel with featured artists 41,000.00 $9.32 Cultural NEW TIMES SLO Rep presents The Marvelous Wonderettes 41,000.00 $9.32 Cultural NOOZHAWK Pandemic Prompts Date Change for San Luis Obispo International Film Festival 73,000.00 $16.89 Cultural THE TRIBUNE Shabang is back! SLO County music festival to return ‘bigger than ever’ after COVID hiatus 332,800.00 $1,500.00 Cultural PASO ROBLES DAILY NEWS Central Coast Follies celebrate 20th anniversary 36,000.00 $8.27 Cultural PASO ROBLES DAILY NEWS SLO Master Chorale hosting auditions for spring performance 36,000.00 $8.27 Cultural KSBY San Luis Obispo Museum of Art Announces New Mural by Erin Leann Mitchell 175,000.00 $40.42 Cultural KSBY SLO REP opens first full production since the summer 139,000.00 $31.97 Cultural TOTALS 24 216,321,800.00 $56,173.36 TOTAL YTD 144 2,183,546,622.00 $661,348.06 168 2,399,868,422.00 $717,521.42 Report to City of SLO – TBID Guest Services Contract January 2022 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 Jan. 2021 Jan. 2022 Calls to 1-877-SLO-TOWN 20 24 18 18 89 80 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 Jan. 2021 Jan. 2022 Email Response 22 22 23 23 93 90 Phone Calls to Hotels 81 71 70 74 289 296 Hotel Referrals Week 1 Week 2 Week 3 Week 4 Jan. 2021 Jan. 2022 Visitors Served (walk-ins) 1,237 1,493 1,387 1,115 4,057 5,232 Guests Served (via phone and digitally) 627 530 432 408 2,483 1,997 Hotel Rooms Referred 378 394 312 302 1,347 1,386 Agency Report · January 2022 SLO-TBID Agency Repor t January 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 32,817 impressions, 4,432 clicks (67% increase PoP), a 13.51% CTR and 4,631 sessions (67% increase PoP)while driving 180 Book Now Conversions (70% increase PoP), 642 hotel referrals (76% increase PoP) and 48 homestay referrals (71% increase PoP)at a 107% increase in cost. Paid social drove 1,157,338 impressions, 260,794 users reached and 7,667 clicks across Facebook, Instagram and Pinterest with a 0.71% CTR for FB/Insta and .32% on Pinterest for 2,969 sessions while driving 3 Book Now Conversions, 32 hotel referrals and 4 homestay referrals. Display drove 1,779,763 impressions, 5,688 clicks,a .32% CTR and 3,942 sessions while driving 1 Book Now Conversion and 4 hotel referrals and 2 homestay referrals. Video drove 127,569 impressions, 22,821 views, a .68%CTR and 866 sessions while driving 1 hotel referral. For the Expedia campaign that ran from September 15-November 19, we spent $31,400 which included the Visit California contribution. From this we saw 1,600,000 impressions, 1,200 clicks, an average CTR of 0.08% and 2,600 room nights. The highest performing placement was Expedia followed by Orbitz. ●Proactively monitored and optimized paid media placements ($22,591.61 spend) ●Launched all media channels in January as well as negotiated TripAdvisor Insertion Order ●Launched YouTube ads Email Marketing 2 Our Jan. 5 newsletter focused on SLO Restaurant Month. The open rate was 35.5% and click through rate was 3.5% (1,024 clicks). The Restaurant Month blog was the most popular content linked to in the article, followed by the blog post on Budget-Friendly Things to Do. The next newsletter (sent Feb. 1) focuses on the MidWeekend promotion. Search Engine Optimization (SEO) & Content Creation Organic search traffic increased period-over-period by 28% and increased 206% year-over-year. Organic hotel partner referrals increased 54% (294 vs 191), Book Now increased 46% (101 vs 69) and Homestay referrals increased 131% (30 vs 13) period-over-period (January 1-31, 2021 vs December 1-31, 2021). We saw a 14% increase in Avg Session Duration, a 5% decrease in bounce rate and a 9% increase in pages per session PoP and 232% increase in sessions, a 6% decrease in bounce rate, 18% increase in pages/session and a 55% 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 January, we saw additional positive PoP growth for many of the pages we have optimized including: a 7% increase to Things to Do, a 70% increase to Mission San Luis Tolosa, a 23% increase to Attractions, a 93% increase to Hotels, a 20% increase to Where to Stay, 130% increase to Pet Friendly Hotel, 23% increase in Eat/Drink page, and a 51% increase to the home page. ●SEO Optimizations created: ○Technical Fix: Fix Redirect Chains ○Page Optimization: Train to San Luis Obispo ○Page Optimization: Pet Friendly Hotel ●Page Implementations Blog Posts (2 per month) Completed: ●Blog #1: Can't Miss Places for Restaurant Month ●Blog #2: 10 Reasons to Visit SLO Mid-Week Website The website saw a 74% increase in sessions period-over-period (January 1-31, 2021 vs December 1-31, 2021)and a 327% increase YoY; for a total of 43,326 sessions and 35,936 new users in January. From an engagement perspective, bounce rate increased by 2%, pages/session decreased by 1% and average session duration decreased by 1% PoP. ●Monthly Web Maintenance Items 3 ○WordPress and Plugin Updates ○Fixed Pinterest Mobile Parameters ○Add Homepage Hero Image CTA 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 (Completed) ●Black History Month Pitching (Upcoming) ●Road Trip Travel Destination Pitching (Upcoming) ●Women in SLO - Women’s History Month (Upcoming) ●Group Sustainability FAM outreach (In Progress) Ongoing Media Conversations: ●AFAR, Mark Ellwood, Where to Go April 2022 ●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) ●Travel+Leisure, Perri O'Blumberg, Best Sunset Hikes in America ●TripSavvy, Holly Johnson, Best Family-Friendly Hotels in CA ●TV Show, Jennifer Weatherhead, Best Couples Retreats in America ●Wine Enthusiast, Amy Beth Wright, Vineyards with Guest Residences ●Anna Haines, Freelance, Forbes, AFAR, Sustainability Initiative & Wellness Experiences (media visit interest) ●Meryl Pearlstein, Freelance, Valentine's Day Gift High End Travel & Food/Spirits ●Laurie Bain Wilson, Freelance, Caliente and Spicy Wines 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 ○Amber Mamian – Global_munchkins ○Danielle Schaffer – CityGirlGoneMom ●Canceled Partnerships: ○Stacey Freeman – Poshinprogress (December 19-21) 4 ●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 5 January 2022 Organic Social Report Date: 2/2/22 Page Fans: 97,013 ( .1%) Total Posts: 19 Total Impressions: 1,306,457 ( 928%) Total Organic: 33,564 ( 21%) Total Engagements: 10,527 ( 619%) Engagement Rate: .8 % ( .4%) FACEBOOK Top Posts: Followers: 22,046 ( .2%) Total Posts: 16 Total Impressions:684,560 ( 278%) (includes both organic & paid) Total stories: 63 Average Reach per Story: 739 Total Engagements: 1,566 ( 66%) Engagement Rate: .7% INSTAGRAM Top Posts: WHAT WE WORKED ON THIS MONTH: - Create BLB Thank You video -MidWeekend Promo Itineraries and stories -Updated monthly event highlight -Restaurant Month menu stories and highlight -Interactive ‘Guess that Hike’ game -2 New Guides: SLO Sweet Treats & Coastal BBQ -National Plan a Vacation Day interactive stories -Created Crowdriff Story Network Story: Big Game Grub in SLO -Promoted “Lifted!” artwork in Mission Plaza FEBRUARY’S FOCUS: -Promote MidWeekend Promotion -Create MidWeekend Reel -Valentine’s Giveaway -Make engaging Stories about health/wellness/resolutions -Create New Story Network Story -Continue engaging stories -Create new Pinterest boards -Create ShareSLO LinkedIn to promote business travel COMMITMENT TO COLLABORATE IN THE DEVELOPMENT AND IMPLEMENTATION OF A STRATEGY FOR TOURISM RELATED EVENTS AND FESTIVALS This countywide commitment to collaborate on the development and implementation of an Events & Festivals Strategy is effective upon signature by all parties. Visit SLO CAL agrees to: 1. Retain an expert events & festivals consultant and pay consulting fees for the development of the Events & Festivals Strategy 2. Convene a Working Group representing municipalities, the County, DMOs, and event partners to work collaboratively with the chosen consultant to develop an overall Events & Festivals Strategy that accomplishes the following scope of work: a. Work with Visit SLO CAL to form and facilitate a working group representing municipalities, the County, DMOs, and key event partners. b. Facilitate a series of collaborative meetings with the Working Group to develop a countywide Events & Festivals Strategy that: i. Applies a rating system to current and future events & festivals by their impacts—both positive and negative—to economic vitality and resident quality of life ii. Catalogs key event & festival opportunities related to: 1. Target audiences and markets 2. Event types 3. Event & festival locations 4. Seasonality, including off-season and mid-week periods 5. Multi-city collaboration iii. Defines positive high-impact events & festivals and proposes key strategic opportunities for their development, attraction, retention, or creation iv. Proposes best practice-informed and/or innovative strategies for the sponsorship and funding of events & festivals v. Proposes best practice-informed and/or innovative strategies for visitor behavior management, event promotor responsibilities, and safety/security vi. Proposes outcome-based performance measures to guide the prioritization of continuing investments vii. Proposes best practice-informed and/or innovative strategies for overcoming differences within the Working Group over time c. Work with Visit SLO CAL’s marketing team and website development agency to develop the framework for a centralized calendar that will be accessible for each destination to use on its own website via API or other interface, filtered to local events, without the need for development or upkeep of additional calendars. Each destination will be able to “white label” their filtered events in a way that will preserve each calendar’s role in driving traffic to destination websites. 3. Pay for the development and maintenance of a centralized calendar as described in 2c above. 4. Strategically partner in tourism-related event & festival opportunities that meet Visit SLO CAL’s event criteria and support the strategic direction of the finalized Events & Festivals Strategy, as appropriate. 5. On an ongoing basis, collect and share data related to Visit SLO CAL’s outcome-based performance measures of the Events & Festivals Strategy. Collaborators agree to the following: 1. Each co-signed municipality or organization will appoint a point person to participate in the Working Group to collaboratively define the countywide Events & Festivals Strategy. 2. To execute the recommendations of the Events & Festivals Strategy, point persons will work within their own communities to advance the ideas of the Strategy and implement and/or advocate for best practices that will enhance both the visitor economy and resident quality of life. 3. On an ongoing basis, collaborators will prioritize use of the Strategy and shared calendar to minimize duplication of efforts and/or conflicting information. 4. Collaborators commit, in principle, to the continuation of this collaborative effort and ongoing Working Group meetings, even if key participants change via succession, election, or other changes, and to work in good faith to overcome differences related to execution of the Events & Festivals Strategy should they arise. Signed, X Chuck Davison President & CEO, Visit SLO CAL X Bruce Gibson Chair, San Luis Obispo Board of Supervisors X Bram Winter Chair, Highway 1 Discovery Route X Whitney McDonald City Manager, City of Arroyo Grande X Rachelle Rickard City Manager, City of Atascadero X Matthew Bronson City Manager, City of Grover Beach X Scott Collins City Manager, City of Morro Bay X Amish Patel Chair, Visit Morro Bay X John Arnold Chair, Travel Paso X Gordon Jackson Director, Pismo Beach Tourism and Events X Derek Johnson City Manager, City of San Luis Obispo DRAFT Minutes – Promotional Coordinating Committee Meeting of January 12, 20222 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, January 12, 2022 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, January 12, 2022 at 5:33 p.m., by Chair Thomas. ROLL CALL Present: Chair John Thomas, Vice Chair Samantha Welch and Committee Members, John Conner, Maureen Forsberg, Lori Lerian and Anni Wang Absent: Committee Member Robin Wolf 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 WELCH, SECONDED BY COMMITTEE MEMBER CONNER, CARRIED 6-0-1 (with Member Wolf absent) to approve the Consent Agenda items 1 thru 6. C.1 Minutes of the Meeting on December 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 PRESENTATIONS 1. SUPPORT LOCAL QUARTER REPORT Ashlee Akers from Verdin presented the second quarter report for the Support Local marketing activities and the plan for the next phase of the program. DRAFT Minutes – Promotional Coordinating Committee Meeting of January 12, 2022 Page 2 Public Comment None. --End of Public Comment-- No action was taken on this item. 2. PUBLIC RELATIONS, GIA & VISITOR SERVICES QUARTER REPORT Jacqui Clark-Charlesworth and Dusty Colyer-Worth, SLO Chamber presented the report on the public relations activities, GIA support activities, and the Visitor Services activities that occurred over the second quarter of the year. Public Comment None. --End of Public Comment-- No action was taken on this item. BUSINESS ITEMS 1. MIDYEAR BUDGET + PROGRAM REVIEW Tourism Manager Molly Cano reviewed the current budget status for discussion on priorities and adjustments for the reminder of the fiscal year. Public Comment None --End of Public Comment-- No action was taken on this item. 2. PUBLIC ART PROMOTIONAL SUPPORT Tourism Manager Molly Cano presented an outline of the public art promotional support approach, The committee discussed the need for the development of a plan to organize the work program and discussed earmarking $25k-$30k from the current program budget for the development of the plan plus initial promotional tactics as a result of the plan. Public Comment --End of Public Comment-- ACTION: By consensus the Committee provided direction to pursue the public art promotional DRAFT Minutes – Promotional Coordinating Committee Meeting of January 12, 2022 Page 3 support project and earmarked up to $30K for the effort. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT Member Lerian reported on the Jewish Film Festival ongoing through January 31st and JCC is also sponsoring another event with Cal Poly Arts Broadway series Fiddler on the Roof is going to be the end of this month. 2. COMMITTEE OUTREACH UPDATE – None. 3. TBID BOARD REPORT – TBID Meeting Minutes: January 12, 2022 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 6:56 p.m. The next Regular Promotional Coordinating Committee meeting is scheduled for Wednesday, February 9, 2022 at 5:30 p.m. via teleconference. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2021