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HomeMy WebLinkAbout01-12-2022 TBID MinutesDRAFT 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: 2/9/22