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Home My WebLink About05-25-2022 TBID Agenda Packet - Special MeetingCity of San Luis Obispo, Agenda, Planning Commission Agenda TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD SPECIAL MEETING Wednesday, May 25, 2022 Council Hearing Room 10:00 AM 990 Palm Street Public Comment during the meeting: If you would like to provide public comment during the meeting you must attend in person. 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 o 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. All comments submitted will be placed into the administrative record of the meeting. If you have questions, contact the office of the City Clerk at cityclerk@slocity.org or (805) 781-7100. CALL TO ORDER Chair David Smith ROLL CALL: Chair David Smith, Members LeBren Harris, Pragna Patel-Mueller and Clint Pearce PUBLIC COMMENT: At this time, people may address the Committee about items on the agenda. Public comment about items not on the agenda will not be received. 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. Tourism Business Improvement District Board Agenda for May 25, 2022 Page 2 APPOINTMENT - OATH OF OFFICE Clint Pearce, appointed by the City Council on May 3, 2022, will take the oath of office to serve on the TBID Board. CONSENT ITEMS C.1 Minutes of meetings on March 9, 2022, March 23, 2022, April 13, 2022 and April 27, 2022 C.2 Smith Travel Report C.3 Transient Occupancy Tax (TOT) Reports C.4 Chamber Public Relations Monthly Report(March and April) C.5 Chamber Guest Services Monthly Report (March and April) C.6 Noble Studios & DCI Marketing Monthly Report (March and April) C.7 Badger Branding Organic Social Report (March and April) C.8 Notice of Recruitment BUSINESS ITEMS 1. BOARD MEMBER APPOINTMENTS 5 mins Due to the recent TBID Board member resignations, the Board will make various appointments including the selection of a TBID Vice Chair and the SLO representative on the Visit SLO CAL Board of Directors. 2. ROLL OUT THE BARRELS SPONSORSHIP 15 mins The Board will review the sponsorship application from SLO Coast Wine Collective for the advertising of the Roll Out the Barrels event weekend to be held June 23rd - 26th, 2022. 3. FY23 TBID PROGRAM BUDGET 90 mins The Board will discuss the initial budget allocations for FY23 based on the revenue projections for the TBID fund, including receiving contract proposals for consideration. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – Liaison Reports 2. PCC UPDATE – Meeting Minutes: April 13, 2022 3. VISIT SLO CAL UPDATE – Liaison Report 4. TOURISM PROGRAM UPDATE – Staff Report ADJOURNMENT Tourism Business Improvement District Board Agenda for May 25, 2022 Page 3 A Special Meeting of the Tourism Business Improvement District Board is scheduled for Thursday, June 9, 2022 at 3:00 p.m. held at City Hall. 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 3/9/2022 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, March 9, 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 March 9, 2022 at 10:03 a.m. by Chair John Conner. ROLL CALL Present: Chair John Conner, Vice Chair LeBren Harris and Members David Smith, Matthew Wilkins, Pragna Patel-Mueller and Natalie Ward Absent: Member Stephanie Bolles 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 PATEL-MUELLER CARRIED 6- 0-1 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7 WITH BOARD MEMBERS BOLLES ABSENT. C.1 Minutes of Meeting on February 9 & 23, 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. NOBLE STUDIOS Q4 MEDIA PLAN & ADDITIONAL MEDIA PROPOSAL Noble Studios presented the Q4 media plan and additional media proposal to the Board for review and approval. Danni Winter from Noble Studios gave an update on current media performance, reviewed the media plan for Q4, identified new platforms to be tested, and DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/9/2022 Pg. 2 covered the proposed budget. Tourism Manager, Molly Cano provided an update on the TBID fund balance and addressed board member questions. Public Comment None. --End of Public Comment-- ACTION: MOTION BY MEMBER WILKINS SECONDED BY MEMBER SMITH CARRIED 6- 0-1 (Member Bolles was absent) to approve the Q4 media plan and the additional paid media budget available. A total of $45,000.00 will be spent from the available unallocated TBID fund balance to support the additional media budget. 2. EVENT SPONSORSHIP PROPOSALS Tourism Manager Molly Cano presented proposals from the SLO Film Festival and the Vineyard team – SLO AG Expo for event sponsorship considerations. Vice Chair Harris asked about the total budget requested. Tourism Manager Cano stated that the total budget requested for both events is $15,000.00 and that funds would be pulled from available SLO TBID fund balance. Public Comment None. --End of Public Comment-- ACTION: MOTION BY MEMBER PATEL-MUELLER SECONDED BY MEMBER WILKINS CARRIED 6-0-1 (Member Bolles was absent) to approve the spending of $5,000.00 from the available unallocated SLO TBID fund balance to sponsor the SLO Film Festival. MOTION BY VICE CHAIR HARRIS SECONDED BY MEMBER PATEL-MUELLER CARRIED 6-0-1 (Member Bolles was absent) to approve the spending of $10,000.00 from the available unallocated SLO TBID fund balance to sponsor the Sustainable AG Expo (Represented by Vineyard Team). 3. SLO TBID CHAIR & VICE CHAIR APPOINTMENTS Tourism Manager Molly Cano reviewed San Luis Obispo City bi-laws, SLO TBID Board term conditions, and Board Chair and Vice Chair role responsibilities. Member David smith asked Chair John Conner about the time commitment required. Chair John conner elaborated on the time commitment and Tourism Manager Cano provided insight on the essential requirements. Public Comment None. --End of Public Comment-- ACTION: VICE CHAIR HARRIS NOMINATED MEMBER DAVID SMITH FOR THE POSITON OF BOARD CHAIR. BOARD CHAIR CONNER SECONDED THE NOMINATION. MOTION BY VICE CHAIR HARRIS SECONDED BY MEMBER PATEL-MUELLER CARRIED 6-0-1 (Member Bolles was absent) to appoint Member Smith as the new SLO TBID Board Chair and Boar Chair Conner as the new Vice Chair, effective April 2022. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board discussed hotel activities. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/9/2022 Pg. 3 2. PCC UPDATE – John Conner provided an update on the Meeting Minutes from the PCC meeting on February 9, 2022. 3. VISIT SLO CAL UPDATE – Board Member Wilkins provided an update. 4. TOURISM PROGRAM UPDATE – Tourism Manager Cano and Tourism Coordinator Teel provided current project updates. ADJOURNMENT The meeting was adjourned at 11:32 a.m. The next Tourism Business Improvement District Board Special meeting is scheduled for March 23, 2022 at 10:00 a.m. held at City Hall. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/23/2022 Pg. 1 Minutes TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, March 23, 2022 Special Meeting of the Tourism Business Improvement District Board CALL TO ORDER The special meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on March 23, 2022 at 10:03 a.m. by Vice Chair Harris. ROLL CALL Present: Vice Chair LeBren Harris and Members David Smith and Pragna Patel-Mueller (Joined meeting at 10:20 a.m.) Absent: Chair John Conner and Members Stephanie Bolles, Matthew Wilkins, and 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-- BUSINESS ITEMS 1. SLO TBID FY22-24 MARKETING & BUSINESS PLAN DEVELOPMENT Staff and agency team lead the Board through the consideration process for the development of the two-year SLO TBID Marketing and Business Plan. Tourism Manager Cano began the presentation by covering the status of the current SLO TBID marketing and business plan, the recommendation for a two-year plan, and the timeline for plan development. Contractors from Noble Studios reviewed topics such as, SLO TBID strategic direction, brand research findings, and current travel trends. Tourism Manager Cano and contractors from Noble Studios reviewed brand campaign objectives, campaign creative direction, findings from the current campaign, ideas for the FY22-24 Marketing and Business Plan Direction, promotional campaign direction, and sustainable SLO strategic initiatives. Contractors from Noble Studios and the San Luis Obispo Chamber of Commerce reviewed current website, SEO, blog, email, PR initiatives and presented plans for FY22-24 and the planned Visitslo.com website redesign. Contractors from Badger Branding presented current organic social media performance metrics, key findings and plans for FY22-24. Tourism Manager Cano gave an update on current strategic partnerships, findings from specific partnerships, and plans to explore new local opportunities. Tourism Manager Cano also reviewed constituent relations, SLO Chamber of Commerce guest services, events and trade show findings along with plans for FY22-24. The board discussed ideas related to the FY22-24 Marketing & Business Plan development such as content strategy, PR efforts, email marketing, constituent website performance, paid advertising, and marketing performance benchmarks. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 3/23/2022 Pg. 2 Public Comment None. --End of Public Comment-- ACTION: None. ADJOURNMENT The meeting was adjourned at 12:09 p.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for April 13, 2022 at 10:00 a.m. held at City Hall. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX DRAFT Minutes – Tourism Business Improvement District Board Meeting of 4/13/2022 Pg. 1 Minutes - DRAFT TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, April 13, 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 April 13, 2022 at 10:05 a.m. by Chair David Smith. ROLL CALL Present: Chair David Smith and Vice Chair LeBren Harris Absent: Member Stephanie Bolles, Natalie Ward, and Pragna Patel-Mueller 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: THE CONSENT AGENDA ITEMS C1 THRU C7 COULD NOT BE APPROVED DUE TO LACK OF TBID BOARD MEMBER QUORUM. CHAIR DAVID SMITH TABLED CONSENT ITEM APPROVAL. C.1 Minutes of Meeting on March 9 & 23, 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 PRESENTATIONS 1.MARKETING SERVICES QUARTER REPORT Representatives from Noble Studios and DCI presented the third quarter report and year-to- date results for the marketing activities for the SLO TBID. Public Comment DRAFT Minutes – Tourism Business Improvement District Board Meeting of 4/13/2022 Pg. 2 None. --End of Public Comment-- ACTION: None. 2.PUBLIC RELATIONS & GUEST SERVICES QUARTER REPORT Representatives from the SLO Chamber of Commerce presented the third quarter report and year-to-date results on the Public Relations and Guest Services contract activities with the SLO TBID. Public Comment None. --End of Public Comment-- ACTION: None. 3.CONTENT MARKETING QUARTER REPORT Representatives from Badger Branding presented the third quarter report, year-to-date results for the content marketing, and organic social media activities with the SLO TBID. Public Comment None. --End of Public Comment-- ACTION: None. BUSINESS ITEMS 1.WEBSITE REDESIGN PROPOSAL Chair David Smith tabled this business item due to lack of TBID member quorum. Representatives from Noble Studios will present the website proposal in the next meeting of the SLO TBID Board. Public Comment None. --End of Public Comment-- ACTION: None. 2.FY 22-23 BUDGET DIRECTION & CONTRACT EVALUATIONS Tourism Manager Cano reviewed the process for the planning of the FY 2022-23 TBID operating budget and the requirements for completing contract evaluations. Public Comment None. --End of Public Comment-- ACTION: None. TBID LIAISON REPORTS AND COMMUNICATION 1.HOTELIER UPDATE – The Board discussed hotel activities. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 4/13/2022 Pg. 3 2.PCC UPDATE – Tourism Manager Cano provided an update on the Meeting Minutes from the PCC meeting on March 9, 2022. 3. VISIT SLO CAL UPDATE – Tourism Manager Cano provided an update. 4.TOURISM PROGRAM UPDATE – Tourism Manager Cano provided current project updates. ADJOURNMENT The meeting was adjourned at 11:34 a.m. The next Tourism Business Improvement District Board Special meeting is scheduled for april 27, 2022 at 10:00 a.m. held at the Hampton Inn SLO (1530 Calle Joaquin, San Luis Obispo, CA 93405). APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX DRAFT Minutes – Tourism Business Improvement District Board Meeting of 4/27/2022 Pg. 1 Minutes TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, April 27, 2022 Special Meeting of the Tourism Business Improvement District Board CALL TO ORDER The special meeting of the San Luis Obispo Tourism Business Improvement District Board was called to order on March 27, 2022 at 10:08 a.m. by Chair David Smith. ROLL CALL Present: Chair David Smith and Members LeBren Harris and Pragna Patel-Mueller Absent: Member 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-- BUSINESS ITEMS 1.VISITSLO.COM WEBSITE REDESIGN PROPOSAL Representatives from Noble Studios presented the website audit findings, recommendation, and design proposal for the Board's review. Public Comment None. --End of Public Comment-- ACTION: None. 2.MIDWEEKEND PROMOTION RECAP Staff and contractor team presented the results of the MidWeekend promotion. Public Comment None. --End of Public Comment-- ACTION: None. 3.CONTRACTOR EVALUATIONS REVIEW DRAFT Minutes – Tourism Business Improvement District Board Meeting of 4/27/2022 Pg. 2 The Board reviewed and discussed the results of the contractor evaluation survey. Public Comment None. --End of Public Comment-- ACTION: None. ADJOURNMENT The meeting was adjourned at 12:01 p.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for May 11, 2022 at 10:00 a.m. held at City Hall. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX Report to City of SLO – TBID and PCC Public Relations Contract March 2022 PR ACTIVITY Implementation/Proactive Work Drafted ‘Meet Your Neighborhood Female Entrepreneur’ Q&A for VisitSLO.com Assisted in hosting DCI immersion visit Assisted in hosting Noble immersion visit 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 Gathered SLO Do Co. images for Fodor's article Connected Old SLO BBQ for interview with AAA's The Extra Mile (DCI connection) Met with Jefferson Graham for his PhotoWalks TV series and connected him with local photographer, Renoda Campbell Responded to inquiry from blogger Ken Edmonds of Traveling with a Chair Continued working with Kimberly Daugherty's team on influencer visit Partnerships Continued planning Arts + Culture FAM with Hotel San Luis Obispo & SLOMA Continued planning Sustainable SLO FAM media visit with DCI In partnership with DCI, hosted Anna Haines's media visit on assignment for Forbes Pitched Spring 2022 events to CCTC Pitched "The MidWeekend Promotion", "Locals Spotlight" and "Undiscovered Food Scenes" story ideas to Visit California PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF FOOD, WINE, TRAVEL MAGAZINE Finding Synchronicity in San Luis Obispo and Arroyo Grande 1,000.00 -Beer/Wine Media hosting THE MONTECITO JOURNAL Going SLO in Spring 94,000.00 -Cultural Media hosting SOCAL RESTAURANT SHOW Show 465, March 12, 2022: Chef Nicola Allegretta, Proprietor, Mistura Restaurant, San Luis Obispo Part One 1,000.00 -Culinary Media hosting SOCAL RESTAURANT SHOW Show 465, March 12, 2022: Chef Nicola Allegretta, Proprietor, Mistura Restaurant, San Luis Obispo Part Two 1,000.00 -Culinary Media hosting SOCAL RESTAURANT SHOW Show 465, March 12, 2022: Leann Standish, Executive Director, The San Luis Obispo Museum of Art 1,000.00 -Cultural Media hosting SOCAL RESTAURANT SHOW Show 464, March 5, 2022: Sean Nolan, General Manager, Apple Farm Inn & Restaurant, San Luis Obispo 1,000.00 -Culinary Media hosting FODOR'S 50 Places Across North America Where You Can Find Pantone’s 2022 Color of the Year 517,500 $403.20 Culinary Responsive lead VISIT CALIFORNIA The Face of Innovation in California 1,000.00 -Cal Poly Partnership pitching GLOBAL TRAVELER Enjoy a Two-Night Trip to San Luis Obispo, Receive $100 in Gift Cards 4,000 -Support Local DCI pitching KIRSTEN ALANA San Luis Obispo and the Keys for Trees Program 100 -Sustainability DCI pitching SF CHRONICLE The SLO Coast AVA, California’s most coastal wine-growing region, has officially arrived 2,200,000.00 $1,767.17 Beer/Wine SF CHRONICLE The best California Chardonnays for $20 or less 2,200,000.00 $1,767.17 Beer/Wine TRAVEL + LEISURE INDIA 25 Best Girls’ Weekend Getaways Around The World 12,000.00 -Cultural MONEY TALKS NEWS 7 of the Best Places for Retiring in California 293,100.00 $67.42 Cultural SPIRITED ZINE California Adds New Wine Region, SLO Coast 560,900.00 $451.49 Beer/Wine TRAVEL PULSE The Best Small Cities for a Weekend Getaway 67,400,000.00 $15,500.00 Family WINE ENTHUSIAST San Luis Obispo Coast, California’s Newest AVA, Approved 306,000.00 $70.36 Beer/Wine SANTA BARBARA INDEPENDENT Michelin-Approved Cuisine at Ox + Anchor in San Luis Obispo 88,100.00 $1,500.00 Culinary LOVE EXPLORING Scenic train journeys you can do on a budget 67,200,000.00 $15,400.00 Sustainability GOOD GRIT MAG Here Not There 25,000.00 -Cultural VISIT CALIFORNIA 16 California Deals for Spring 2022 1,000.00 -Cultural SAMANTHA BROWN'S PLACES TO LOVE5 GREAT IDEAS FOR FAMILY SPRING BREAK --Family NEW TIMES At Her Table's SLO County Women's Restaurant Week celebrates women in the food and beverage industry 96,200.00 $22.13 Culinary KSBY At Her Table SLO celebrates Women's Week 281,900.00 $64.84 Culinary KCBX "At Her Table" celebrates women-owned eateries in SLO County 7,000.00 $1.68 Culinary NEW TIMES SLO Rep and TMHA co-host production of Every Brilliant Thing 41,000.00 $9.32 Cultural CALIFORNIA CLASSICAL KUSC Play On, California!23,000.00 $5.28 Cultural TOTALS 27 141,356,800.00 $37,030.06 TOTAL YTD 168 2,404,690,181.00 $726,592.51 195 2,546,046,981.00 $763,622.57 Report to City of SLO – TBID and PCC Public Relations Contract April 2022 PR ACTIVITY Implementation/Proactive Work Drafted ‘Meet Your Neighborhood Cyclery’ Q&A for VisitSLO.com Sent spring events release to local and regional media Began planning visit for content creator Caroline Juen // @loveandloathingLA 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 Continued working with actress Kimberly Daugherty on influencer visit Shared Mother's Day hotel promotions with Anna Haines for Forbes article Shared gas incentive hotel promotions with SLO CAL for Sunset Magazine article Began planning visit for Chelsie Davis on assignment for Forbes Connected 805 Living with Socal Sidecar Tours Provided recommendations and press kit to Dream Destinations Responded to inquiry from Wellness Travel Diaries Responded to inquiry from Smilko Lens Responded to inquiry from Tiggany Ng Partnerships Hosted five national journalists for Sustainable SLO FAM press trip with DCI Hosted journalist/blogger Lindsay Myers (DCI connection) Began planning German FAM visit in partnership with SLO CAL and Visit CA Began planning UK FAM visit in partnership with SLO CAL and Visit CA Met with SLOMA's new brand consultant Connected with Amtrak on VisitSLO.com updates and future partnership opportunities Pitched "Feel Good Travel", "Music Festivals" and "Pride Month Celebrations" story ideas to Visit California PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF TRAVEL + LEISURE The Best Places to Travel in June 2022 67,200,000.00 $15,400.00 Cultural PARTNERSHIP PITCHING FORBES 25 California Wellness Getaways For Mother’s Day And Beyond 24,220,000.00 $27,853.00 Cultural MEDIA HOSTING THE DAILY BEAST You Don’t Have to Feel Guilty Visiting this California Town 5,790,000.00 $6,654.53 Sustainability SUSTAINABLE FAM PRESS TRIP SMARTER TRAVEL SmarterStay: Spend a Weekend in San Luis Obispo, California 694,000.00 $558.40 Sustainability SUSTAINABLE FAM PRESS TRIP SMARTER TRAVEL SmarterTravel Spotlight: Hotel Cerro Review 694,000.00 $558.40 Sustainability SUSTAINABLE FAM PRESS TRIP TRAVEL AWAITS 11 Delicious Restaurants To Try In Beautiful San Luis Obispo, California 402,000.00 $92.46 Sustainability SUSTAINABLE FAM PRESS TRIP TRAVEL NOIRE San Luis Obispo: 5 Things You Likely Didn't Know About This Sustainable California City 183,000.00 $42.00 Sustainability SUSTAINABLE FAM PRESS TRIP TRAVEL NOIRE $20 Tastings: Your Guide To Navigating San Luis Obispo's Wineries 183,000.00 $42.00 Sustainability SUSTAINABLE FAM PRESS TRIP TRAVEL NOIRE Inside Hotel Cerro: Central California's Dopest Boutique Hotel 183,000.00 $42.00 Sustainability SUSTAINABLE FAM PRESS TRIP TRAVELING ADVENTURES OF A FARM GIRL Health and Wellness in San Luis Obispo!1,500 $14.00 Sustainability SUSTAINABLE FAM PRESS TRIP TRAVEL WORLD MAGAZINE BUDDING VINES HERALD SPRING TRAVEL FOR CALIFORNIA’S CENTRAL COAST WINERIES 159 -Beer/Wine MEDIA HOSTING EASY READER & PENINSULA Travel: PhotowalksTV explores Pismo Beach & SLO 44,000.00 $10.11 Cultural MEDIA HOSTING SOCAL RESTAURANT SHOW Show 468, April 2, 2022: Steven Goodale, Proprietor, Park 1039, San Luis Obispo 1,000.00 -Culinary MEDIA HOSTING TRIBUNE CONTENT AGENCY Taking the kids: It’s easy to travel more sustainably 1,600,000.00 $1,300.00 Sustainability DCI PITCHING TRAVEL TRIVIA 15 of the World's Most Sustainable Travel Destinations 299,336.00 $2,769.00 Sustainability DCI PITCHING NEWS FALL OT SLO’s Keys for Trees program – Kirsten Alana Photography 1,000.00 $9.00 Sustainability DCI PITCHING THRILLEST 13 Budget-Friendly Road Trips to Take from San Francisco 3,610,000.00 $829.63 Cultural FINANCE BUZZ 10 Incredibly Scenic Amtrak Routes Around the Country 500.00 -Outdoor OMAHA WORLD-HERALD California adds the “SLO Coast” as a new wine region 561,000.00 $451.49 Beer/Wine PATCH Spend A Weekend in California Wine Country 4,170,000.00 $958.41 Beer/Wine MOVIEMAKER MAGAZINE 50 Film Festivals Worth the Entry Fee in 2022, Presented by FilmFreeway 62,000.00 $14.18 Cultural TRAVEL DREAMS MAGAZINE Great U.S. and International Mother’s Day Trip Packages 500.00 -Cultural 7X7 35 Fun Things to Do This Week (4.18.22)99,000.00 $22.86 Beer/Wine ATLANTA NEWS What Are the Best Vacation Spots to Avoid Crowds in 2022?6,000.00 $1.30 Outdoor VISIT CALIFORNIA May 2022 Events in California 1,000.00 -Cultural KSBY City of San Luis Obispo to host Children's Day in the Plaza celebration 139,000.00 $31.97 Cultural NEW TIMES SLO Let's go to the movies! The SLO International Film Festival returns to in-person screenings 41,000.00 $9.32 Cultural KSBY Sunset Drive-In hosts SLO Film Fest's Surf Nite 139,000.00 $31.97 Cultural MUSTANG NEWS ‘Returning To The Theater:’ SLO Film Festival Announces Lineup 500.00 -Cultural PASO ROBLES DAILY NEWS SLO Symphony May concert to feature Tchaikovsky, Mozart 36,000.00 $8.27 Cultural PASO ROBLES DAILY NEWS Pop-up outdoor roller rink coming to SLO in May 36,000.00 $8.27 Cultural CLASSICAL CALIFORNIA KUSC Play On, California!23,000.00 $5.28 Cultural HER CAMPUS UPCOMING EVENTS AT CAL POLY’S PERFORMING ARTS CENTER 472,000.00 $108.49 Cultural TOTALS 30 110,892,495.00 $57,826.34 TOTAL YTD 195 2,546,046,981.00 $763,622.57 225 2,656,939,476.00 $821,448.91 Report to City of SLO – TBID Guest Services Contract March 2022 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 Mar. 2021 Mar. 2022 Calls to 1-877-SLO-TOWN 41 42 34 36 166 153 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 Mar. 2021 Mar. 2022 Email Response 24 24 23 25 81 96 Phone Calls to Hotels 82 81 77 92 316 332 Hotel Referrals Week 1 Week 2 Week 3 Week 4 Mar. 2021 Mar. 2022 Visitors Served (walk-ins) 1,299 1,332 1,535 1,733 5,507 5,899 Guests Served (via phone and digitally) 547 404 458 388 2,365 1,797 Hotel Rooms Referred 432 401 380 413 1,725 1,626 Report to City of SLO – TBID Guest Services Contract April 2022 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 Apr. 2021 Apr. 2022 Calls to 1-877-SLO-TOWN 39 47 32 37 146 155 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 Apr. 2021 Apr. 2022 Email Response 25 24 23 25 100 97 Phone Calls to Hotels 91 102 76 89 305 358 Hotel Referrals Week 1 Week 2 Week 3 Week 4 Apr. 2021 Apr. 2022 Visitors Served (walk-ins) 1,509 1,728 1,412 1,263 5,257 5,912 Guests Served (via phone and digitally) 547 404 458 388 2,100 1,537 Hotel Rooms Referred 491 506 392 374 1,577 1,763 Agency Report · March 2022 SLO-TBID 2 Agency Report March Activity & Performance What’s Ahead: ● Quarterly Marketing Plan FY21-22: Copy of April-June Mkt Plan FY21-22_SLO TBID Paid Media Paid search drove 34,509 impressions, 5,702 clicks (a 8% increase PoP), a 16.52% CTR and 6,064 sessions (1% increase PoP) while driving 39 Book Now Conversions, 321 hotel referrals and 14 homestay referrals at the same cost. Paid social drove 1,252,903 impressions, 304,258 users reached and 11,566 clicks across Facebook, Instagram and Pinterest with a 1.04% CTR for FB/Insta (a 5% increase PoP) and .34% on Pinterest for 4,055 sessions while driving 1 Book Now Conversions and 18 hotel referrals at a 1% increase in cost. Display drove 820,818 impressions, 3,724 clicks, a .45% CTR (a 11% increase PoP) and 3,700 sessions while driving 6 hotel referrals at a 3% decrease in cost. Discovery drove 306,090 impressions, 4,395 clicks, a 1.44% CTR (a 27% increase PoP) and 1,047 sessions while driving 1 Book Now Conversion and 8 hotel referrals at a 10% increase in cost. Video drove 134,441 impressions, 21,605 views, a .68% CTR (a 50% increase PoP) and 727 sessions while driving 1 hotel referral at the same cost. ● Proactively monitored and optimized paid media placements ($35,561.22 spend) ● Monitored TripAdvisor Placement ● Monitored and Paused Midweekend Campaigns ● Coordinated CTV and TikTok Placements Email Marketing In March, we sent two emails: 1) newsletter in promotion of spring activities and things to do plus the MidWeekend campaign and 2) a promotional email for the MidWeekend AmTrak partnership sent to people who had opened the previous 2 SLO email campaigns. 3 Email 1 performed on par with what we’ve seen for the last year with a 1.8% click rate. The second email had nearly double that click rate at 3.4%, due to the audience segmentation. We currently have a hypothesis that our audience engages most with event-related and deals- related content vs. general things to do and travel inspiration. As much as possible, we’ll center our subject lines and primary CTAs to the most timely actions a person can take. Search Engine Optimization (SEO) & Content Creation Organic search traffic increased period-over-period by 3% and increased 99% year-over-year. Organic hotel partner referrals increased 113% (299 vs 140), Book Now increased 519% (99 vs 16) and Homestay referrals decreased 72% (6 vs 22) year-over-year (March 1 - 31, 2022 vs March 1 - 31, 2021). We saw a 1% decrease in Avg Session Duration, a 1% decrease in bounce rate and a 1% increase in pages per session PoP and 99% increase in sessions, a 1% decrease in bounce rate, 4% decrease in pages/session and a 1% increase in avg. session duration YoY for organic search. Overall page 1 keyword rankings on the search engine results page increased 7% in March, compared to the previous period. In March, we saw additional positive PoP growth for many of the pages we have optimized including: a 26% increase to Sunset Drive In, a 19% increase to Biking, 37% increase to Train to SLO, a 17% increase to Breweries, a 23% increase to Where to Stay, and 4% increase to Pet Friendly Hotel. ● SEO Optimizations created: ○ Page Optimization: Hotels ○ Page Optimization: Bus to SLO ● Page Implementations Blog Posts (2 per month) Completed: ● Blog #1: Hike, Ride and SLO Down to Smell the Flowers ● Blog #2: Spring Into These SLO Fun Events Website The website saw a 4% decrease in sessions period-over-period (March 1 - 31, 2022 vs January 29 - February 28, 2022) and a 8% increase YoY; for a total of 47,627 sessions and 39,308 new users in March. From an engagement perspective, bounce rate and pages/session were steady and average session duration increased by 1% PoP. ● Monthly Web Maintenance Items ○ WordPress and Plugin Updates 4 ○ Fixed content positioning in the mobile footer ○ Update to COVID banner text ○ MidWeekend: Updated homepage hero and removed landing page 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 (In Progress) ● SLO restaurant Month pitching (Completed) ● Black History Month Pitching (Completed) ● Road Trip Travel Destination Pitching (In Progress) ● Women in SLO - Women’s History Month (Completed) ● Group Sustainability FAM outreach (Completed) ● Arbor Day - Keys for Trees (In Progress) Ongoing Media Conversations: ● AAA Magazine, Theresa Medoff, Destinations with leading-edge sustainability practices ● AAA The Extra Mile, Sucheta Rawal, How to Pair Beer with BBQ this Summer ● Hotels Above Par, Carrie Bell, BLUE for Color Series ● Koa Blog, Katie Jackson, Most Photogenic Places in the US ● Metro, Tamara Hinson, Sustainability Initiative ● PopNet, Rob Boirun, Roundup of the Best Botanical Gardens in the USA ● The Hotel Guide, Edward Leos, Great Family Travel Destinations and Summer Travel ● Time Magazine, Brekke Fletcher, 2022 List of World's Greatest Places ● TripSavvy, Holly Johnson, Best Family-Friendly Hotels in CA ● VinePair, Sarah Kuta, Wineries with unique sustainability practices ● Wine Enthusiast, Amy Beth Wright, Vineyards with Guest Residences Hosted Media Visit or Influencer Partnerships (6-9 visits/partnerships in 2021-22) ● Individual Media Visits: ○ Anna Haines: Freelance, Forbes, AFAR, Sustainability Initiative & Wellness Experiences (Feb 28-March 3) ○ Lindsay Myers, Get Lost with Lindsay (April 18 - 22) ● Group Press Trip April 2022 - Media Attendees ○ Brandon Withrow – The Daily Beast ○ Laurie Biratti - Travel Pulse ○ Carol McPherson, Smart Traveler ○ Cindy Ladage, TravelAwaits 5 ○ DeAnna Taylor, Travel Noire ● Digital Influencers ○ Developed Most Wanted Influencer List for approval; revised strategy ○ DCI confirmed direction from SLO TBID; conducted outreach to check interest, availability and proposals, Presented 5 digital influencer partnerships to date. Completed: ● Francesca Murray – One Girl, One World (Nov. 2-5) Canceled/Declined Partnerships: ● Hetal Vasavada – MilkAndCardomom ● Amber Mamian – Global_munchkins ● Danielle Schaffer – CityGirlGoneMom ● Stacey Freeman – Poshinprogress (Dec. 19-21) DCI’s All Client Pitch Initiative Proposed: (4-6 pitches throughout 2021-22) Progress: 5 completed - Fall Destinations, September 2021; Halloween Fun, October 2021; Holiday Fun, November 2021, National Beer Day, March 2022; Earth Day, Sustainability, March/April 2022 DCI 2021-22 SLO Coverage Grid: ● https://docs.google.com/spreadsheets/d/14yqVCn3Ee--W9-pX- xfqPZsidrKOrNJ2J7z4RtSXL00/edit?usp=sharing Agency Report · April 2022 SLO-TBID Agency Repor t April Activity & Performance What’s Ahead: ●Quarterly Marketing Plan FY21-22: Copy of April-June Mkt Plan FY21-22_SLO TBID Paid Media Paid search drove 36,058 impressions (a 3% increase PoP), 5,719 clicks (a 3% increase PoP), a 15.86% CTR and 6,092 sessions (3% increase PoP)while driving 47 Book Now Conversions, 1,080 hotel referrals (242% increase PoP) and 12 homestay referrals at 2% increase in cost. Paid social drove 1,061,314 impressions, 286,329 users reached and 9,209 clicks across Facebook, Instagram and Pinterest with a 0.97% CTR for FB/Insta and .30% on Pinterest for 3,467 sessions while driving 3 Book Now Conversions and 37 hotel referrals at a 6% decrease in cost. Display drove 1,214,610 impressions, 5,789 clicks,a .48% CTR (a 3% increase PoP) and 6,739 sessions while driving 20 hotel referrals (a 43% increase PoP)at a 59% increase in cost. Video drove 146,907 impressions, 7,866 views, a .29%CTR and 414 sessions while driving 2 hotel referrals at a 29% decrease in cost. ●Proactively monitored and optimized paid media placements ($32,319.28 spend) ●Monitored TripAdvisor Placement ●Coordinated CTV and TikTok Placements Email Marketing Our April Newsletter centered around the promotion of Sustainable SLO. Our open rate was strong at 34.1%. Our click rate was lower than normal at 1%. The click map shows that most clicks were to a blog post on outdoor activities in SLO, despite the fact that Sustainable SLO was featured first in the email (traditionally our most-clicked CTA). This isn’t all that surprising since there was no deal or event attached to the program. We still consider this a successful email in terms of raising awareness of the program and VisitSLO’s commitment to sustainability in advance of Earth Day. Search Engine Optimization (SEO) & Content Creation 2 Organic search traffic decreased period-over-period by 3% and increased 82% year-over-year. Organic hotel partner referrals increased 108% (1,840 vs 884), Book Now increased 196% (74 vs 25) and Homestay referrals decreased 79% (4 vs 19) year-over-year (April 1-30, 2022 vs April 1-30, 2021). We saw a 1% decrease in Avg Session Duration,a 1% decrease in bounce rate and a 1% increase in pages per session PoP and 82% increase in sessions, steady bounce rate, 7% decrease in pages/session and a 4% decrease in avg. session duration YoY for organic search. Overall page 1 keyword rankings on the search engine results page increased 4% in April, compared to the previous period. In April, we saw additional positive PoP growth for many of the pages we have optimized including: a 201% increase to Cal Poly page, 10% increase to Downtown Trolley, a 14% increase to Airport, 4% increase to Train to SLO, a 57% increase to Wineries, and 16% increase to Pet Friendly Hotel. ●SEO Optimizations created: ○Page Optimization: San Luis Obispo Bike Trails ○Page Optimization: Things to Do ●Technical Fix: fix pages with 404 status codes and broken internal links Blog Posts (2 per month) Completed: ●Blog #1: Celebrating Sustainability. Every Day. ●Blog #2: Tap Into Vintage Vibes in SLO Website The website saw a 10% decrease in sessions period-over-period (April 1 - 30, 2022 vs March 2 - March 31, 2022)and a 5% decrease YoY; for a total of 40,983 sessions and 33,493 new users in April. From an engagement perspective, bounce rate decreased by 3% and pages/session increased by 1% and average session duration decreased by 1% PoP. The largest decreases in traffic stemming from Direct Traffic with a 34%. ●Monthly Web Maintenance Items ○WordPress and Plugin Updates ○Added CTA option to Itinerary Ideas pattern ○Published and updated CTA on Things to Do page PR, Media, And Influencer Relations Proactive Pitch Development: ●Sustainable Program Campaign Promotion (In Progress) ●Taste of SLO (From Organic Waste to Energy) (In Progress) 3 ●What’s New in 2022/Why visit SLO in 2022 (In Progress) ●SLO restaurant Month pitching (Completed) ●Black History Month Pitching (Completed) ●Road Trip Travel Destination Pitching (Completed ●Women in SLO - Women’s History Month (Completed) ●Group Sustainability FAM outreach (Completed) ●Arbor Day - Keys for Trees (Completed) ●National Bike Month (In Progress) ●Summer Travel (In Progress) ●Memorial Day Getaways (In Progress) ●Unique Outdoor Recreation (In Progress) Ongoing Media Conversations: ●AAA Magazine, Theresa Medoff, Destinations with leading-edge sustainability practices ●AAA The Extra Mile, Sucheta Rawal, How to Pair Beer with BBQ this Summer ●The Boston Globe, Jon Marcus, Retail Pop-Up Shops and Tourism ●Hotels Above Par, Carrie Bell, BLUE for Color Series ●The New York Times, David Gelles, SLO Sustainability ●Metro, Tamara Hinson, Sustainability Initiative ●The Hotel Guide, Edward Leos, Great Family Travel Destinations and Summer Travel ●Time Magazine, Brekke Fletcher, 2022 List of World's Greatest Places ●TripSavvy, Holly Johnson, Best Family-Friendly Hotels in CA ●Wine Enthusiast, Amy Beth Wright, Vineyards with Guest Residences Hosted Media Visit or Influencer Partnerships (6-9 visits/partnerships in 2021-22) ●Individual Media Visits: ○Anna Haines: Freelance, Forbes, AFAR, Sustainability Initiative & Wellness Experiences (Feb 28-March 3) ○Lindsay Myers, Get Lost with Lindsay (April 18 - 22) ●Group Press Trip April 2022 - Media Attendees ○Brandon Withrow – The Daily Beast ○Laurie Biratti - Travel Pulse ○Carol McPherson, Smart Traveler ○Cindy Ladage, TravelAwaits ○DeAnna Taylor, Travel Noire ●Digital Influencers ○Developed Most Wanted Influencer List for approval; revised strategy ○DCI confirmed direction from SLO TBID; conducted outreach to check interest, availability and proposals, Presented 5 digital influencer partnerships to date. 4 Completed: ●Francesca Murray – One Girl, One World (Nov. 2-5) Canceled/Declined Partnerships: ●Hetal Vasavada – MilkAndCardomom ●Amber Mamian – Global_munchkins ●Danielle Schaffer – CityGirlGoneMom ●Stacey Freeman – Poshinprogress (Dec. 19-21) DCI’s All Client Pitch Initiative Proposed:(4-6 pitches throughout 2021-22) Progress:5 completed - Fall Destinations, September 2021; Halloween Fun, October 2021; Holiday Fun, November 2021, National Beer Day, March 2022; Earth Day, Sustainability, March/April 2022 DCI 2021-22 SLO Coverage Grid: ●https://docs.google.com/spreadsheets/d/14yqVCn3Ee--W9-pX-xfqPZsidrKOrNJ2J7z4RtSXL 00/edit?usp=sharing 5 MARCH 2022 Organic Social Report Date: 4/5/22 Page Fans: 96,836 ( .1%) Organic Impressions: 41,501 ( 34%) Total Engagements: 18,229 ( 15%) FACEBOOK Top Posts: Followers: 22,397 ( .5%) Total Posts: 17 Total Impressions:470,249 ( 49%) (includes both organic & paid) Total stories: 51 Average Reach per Story: 419 Total Engagements: 3,900 ( 16%) INSTAGRAM Top Posts: WHAT WE WORKED ON THIS MONTH: - Created 4 Reels - Continued to promote MidWeekend through end of the month - Weekend Plans in SLO Stories - Interactive Stories: Who Brewed That? - Updated March Events Highlight - Got LinkedIn account up and running with several posts - Created 2 Crowdriff Network Stories: Discover the Art & Culture of SLO + 7 Things to do in SLO - Discover the Art & Culture of SLO story shout-out in VisitCA email for number of views APRIL FOCUS: - Cal Poly Giveaway Promotion - Promotion of Pride ticket giveaway - Continue to post engaging stories - Continue Reel creations each week - New Story Network Stories - Post frequently to LinkedIn April 2022 Organic Social Report Date: 5/11/22 Page Fans: 96,751 ( .1%) Total Posts: 14 Organic Impressions: 27,049 ( 34%) Total Engagements: 22,957 ( 26%) FACEBOOK Top Posts: Followers: 22,567 ( .8%) Total Posts: 13 Total Impressions:581,375 ( 24%) (includes both organic & paid) Total stories: 58 Average Reach per Story: 443 Total Engagements: 1,849 ( 50%) INSTAGRAM Top Posts: WHAT WE WORKED ON THIS MONTH: - Created 4 Reels - 2/4 reels having over 10,000 views -19.1k & 17.4k views - Created new CR Network Story: 9 SLO Outdoor Activities - Updated April Events Highlight - Shared Earth Day content to IG/FB Stories - Interactive Stories: What’s The Plan This Weekend? - Shared CP Giveaway - Highlighted CP Tractor Pull Event in Stories - Partnered with @GetlostwithLindsey influencer and shared her content on our stories MAY FOCUS: - Promote Mission Plaza Skate Pop-Up - Pride Month content - New Guides for IG - Continue to post engaging stories - Continue Reel creations each week - New Story Network Stories - Post frequently to LinkedIn NOTICE OF RECRUITMENT CITY OF SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD NOTICE IS HEREBY GIVEN that an unscheduled vacancy exists on the Tourism Business Improvement District Board (TBID) for a term to expire on March 31, 2024. The TBID Board advises the Council in the administration and use of the TBID assessment funds. The Board recommends projects to promote tourism to the City of San Luis Obispo to benefit directly the City’s lodging industry. All applicants and members must be operators of hotels within the district or employed by the operator of such hotel. Meetings are held on the second Wednesday of each month at 10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, California. If you are a member of the San Luis Obispo City lodging industry and a registered voter, you are encouraged to apply. Applications may be submitted online on the City’s website at www.slocity.org/volunteer. STATE OF CALIFORNIA ) COUNTY OF SAN LUIS OBISPO ) SS. CITY Of SAN LUIS OBISPO ) I declare under the penalty of perjury that this notice was posted on the bulletin board outside City Hall, 990 Palm Street, San Luis Obispo, California and on the City’s website www.slocity.org on April 12, 2022. _____________________________________ Kevin Christian Deputy City Clerk City of San Luis Obispo Keep posted until position is filled NOTICE OF RECRUITMENT CITY OF SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD NOTICE IS HEREBY GIVEN that an unscheduled vacancy exists on the Tourism Business Improvement District Board (TBID) for a term to expire on March 31, 2024. The TBID Board advises the Council in the administration and use of the TBID assessment funds. The Board recommends projects to promote tourism to the City of San Luis Obispo to benefit directly the City’s lodging industry. All applicants and members must be operators of hotels within the district or employed by the operator of such hotel. Meetings are held on the second Wednesday of each month at 10:00 a.m. in the Council Hearing Room at City Hall, 990 Palm Street, San Luis Obispo, California. If you are a member of the San Luis Obispo City lodging industry and a registered voter, you are encouraged to apply. Applications may be submitted online on the City’s website at www.slocity.org/volunteer. STATE OF CALIFORNIA ) COUNTY OF SAN LUIS OBISPO ) SS. CITY Of SAN LUIS OBISPO ) I declare under the penalty of perjury that this notice was posted on the bulletin board outside City Hall, 990 Palm Street, San Luis Obispo, California and on the City’s website www.slocity.org on April 12, 2022. _____________________________________ Kevin Christian Deputy City Clerk City of San Luis Obispo Keep posted until position is filled SLO Happenings Event Promotion Sponsorship APPLICATION EVENT NAME: Roll Out the Barrels EVENT DATE(S): Thursday, June 23, 2022 – Sunday, June 26, 2022 EVENT VENUE LOCATION: San Luis Obispo County EVENT WEBSITE URL: www.slocoastwine.com/events EVENT ORGANIZATION: SLO Coast Wine Collective _X_NON‐PROFIT ___FOR‐PROFIT ORGANIZATION ADDRESS: PO Box 607, Pismo Beach, CA ORGANIZATION’S WEBSITE URL: slocoastwine.com PHONE NUMBER: 805‐550‐2506 POINT OF CONTACT: Kathleen Naughton POSITION/TITLE: Executive Director PHONE NUMBER: 559‐977‐6768 EMAIL: kathleen@slocoastwine.com IS APPLICATION WRITER DIFFERENT FROM LISTED POINT OF CONTACT: ___SAME ___DIFFERENT *Please add application writer’s contact information here if different: _________________________________________________________________________________ FOR INTERNAL USE ONLY Application Date: Application Status: Committee Review Date: Total Net Score: Estimated # of Room Nights: Committee Notes: EVENT QUESTIONS 1. Event Description: Roll Out the Barrels has traditionally been the SLO Coast Wine Collective’s summer promotional event where we celebrate the previous year’s harvest and the wines they are becoming. The weekend gives consumers the opportunity to taste recently released wines (and wines currently in barrel), meet the winemakers and winery principals. SLO Coast member wineries will host special events at their own properties around the theme, “Roll Out the Barrels”, enabling attendees to create their own itineraries for the weekend from events listed on our website. We will be encouraging local businesses (restaurants, shops, galleries, and museums) and transportation partners to create greater connections between our wine, tourism, and business communities. 2. Describe how you track your event, success and attendees (ticket sales, actual event attendance, attendee demographics, survey of event satisfaction, etc.) Since this event is not a ticketed event, we will be collecting data from the individual winery members after the event’s conclusion. 90% of our wineries are now requiring reservations so we will know based on the number of appointments made for the duration of the weekend as well as percentage differences in sales on subsequent weekends. The reservation information taken by each winery will also be able to tell us how many are new visitors or returning, and in most cases, whether they are from SLO County or are visiting from outside of the region. 3. Describe your event’s target audience (including but not limited to age, interests, area of residence, household income, families/couples, etc.) Our target demographics are divided equally between males and females 35 + years old and who are interested in wine and wine travel. They tend to be couples with a household income of $150K+ per year. The regions we will be targeting are residents of SLO County, the Central Valley, Los Angeles/OC, San Jose and San Francisco. Since this weekend falls in summer which is shaping up to be very busy already, we will be creating a marketing toolkit to distribute to winery members, stay partners, and visitor’s centers to encourage visitation from guests already booked for the weekend. 4. Historical event attendance (n/a if first time or startup event. An annual event with a new series, speaker, team, musician or show does not constitute as a new event) N/A The theme of the event is something we have used for a number of years, but this is the second time that we have been forced to format it this way. We would like to discuss changing the timing of the weekend or location to bring back our grand tasting event. 5. Historical percentage of in‐county versus out‐of‐area event attendees (must equal 100%) a. 40% of Local/In‐County Event Attendees b. 60% of Out‐of‐Area Event Attendees (Resides 50+ miles outside of San Luis Obispo) c. ___ n/a of New startup event 6. Expected total number of event attendees: N/A 7. Expected percentages of in‐county and out‐of‐area event attendees a. 40% of Local/In‐County Event Attendees b. 60% of Out‐of‐Area Event Attendees (Resides 50+ miles outside of SLO) 8. Provide information on event ticketing (ticket requirement, price range, ticket platform used, etc.) No tickets from SLO Coast Wine are required. Each winery will use their own reservation platform. SLO Coast Wine’s goal for this event is to promote the recently announced official appellation (the SLO Coast AVA) to locals and visitors. We believe that this is a great opportunity to bring other local businesses into our group’s narrative of the beauty of the local wine, hospitality, culture, and coastal life we already enjoy here in San Luis Obispo. The SLO Coast website will include up‐to‐date details of our membership’s special Roll Out the Barrels events as well as contact info to place reservations. There will also be direct links to all participating businesses. 9. Have you requested funding from other organizations/entities: ___Yes X No a. If yes, please provide the names of these organizations and funding entities: 10. What are you willing to offer the City and TBID members in exchange for the sponsorship funds for your event. SELECT ALL That APPLY ___ Exclusive lodging partnership _X_ Promotion for event attendees tied to SLO lodging ___ Complimentary tickets for additional promotional use ___ Other: *Promotion includes social media advertising, radio ads, consumer newsletters, website and collateral branding. 11. Please provide any additional information on what sets your event apart from others taking place in San Luis Obispo: Research among our membership has shown us that while most visitors to SLO do not come specifically for the wine, a very high percentage of tourists do visit our wineries, enjoy our wines at our local restaurants and upon returning home will associate “San Luis Obispo” with “wine.” In terms of SLO being “wine country,” the SLO Coast remains relatively undiscovered. Word‐of‐mouth has been building about everything the region has to offer – mountains, beaches, green hills, lodging, excellent restaurants, charming downtown ‐‐ and wine is a key component to any sales pitch. Our promotional approach is to entice people to visit San Luis Obispo, with Roll Out the Barrels as the hook to get them to attend. Our goal for this event is to not only promote locally‐grown wines and our members’ tasting rooms, but to reinforce the group’s bonds to the region and its communities. Our messaging promotes the full "SLO Coast" experience which includes all aspects of. 12. PROMOTIONAL PLAN –Please provide a promotional plan containing a detailed strategy outlining the below: 1) Media Plan. Out‐of‐area advertising/marketing sponsorship of the event including where, when, and how often advertisements will be placed. If available, it is strongly encouraged to include specific details on media placement (print, radio, tv, out of home media, social media, programmatic advertising, etc.) with projected reach, engagement and ROI of media tools. 2) Event Budget. Please provide a detailed event budget listing all available support and income sources. Budgeted marketing dollars should be included in your event budget. The final budget has not been approved, but based on previous events, our total advertising budget would be between $5,000 ‐ $7,000. We are asking the City of San Luis Obispo for $4,500. The additional advertising budget comes from our winery membership dues and associate member sponsorships. Promotion sponsorship from the City of SLO would go directly to the advertising budget. Some of these estimates are subject to change once the final budget is approved. The below budget breakdown reflects our plans for the City of San Luis Obispo Sponsorship funds for the out of market. 100% of the funds from the City of San Luis Obispo would go towards out‐of‐town visitors ($4,500) Media Type (visitors) Target Audience Media Message Estimated Amount Social Media SF, San Jose, Fresno/Bakersfield, LA/OC Visit SLO Coast Wine region and experience all SLO has to offer. $2,700 Website Retargeting SF, San Jose, Fresno, LA $1,500 Posters and postcards Tasting rooms and visitors centers ‐ SLO and Pismo $300 Targeted Email All previous event attendees Full event details, suggested itineraries $0 100% of funds from the SLO Coast Wine Collective G&A budget would go towards locals ($2,500) Media Type (locals) Target Audience Media Message Estimated Amount Social Media SLO County We are open and thriving $1,300 Local Radio SLO County Winemaker updates and planned “experiences” $1,000 Posters and postcards Tasting room visitors $200 Targeted Email All previous event attendees Full event details, suggested itineraries $0 ● Media Release will be sent to 200 PR contacts within driving distance of San Luis Obispo. Additional national media as appropriate to keep the name of SLO Coast Wine on their radar screen in preparation for the announcement of the official granting of the SLO Coast AVA. The contacts include all forms of media, including print (newspapers, magazines), local television and radio, digital media (Instagram influencers and digital content creators in wine, food, travel, and lifestyle categories) and wine educators. ● Print material related to Roll Out the Barrels will be created for use at each winery site and this will be branded with logos of our partners and QR code directing them to the event page. ● Marketing Toolkit will be distributed to all winery members, associate business members, participating businesses, local hoteliers and stay partners which includes details of the event, sample consumer emails, sample social media posts, photo assets, sponsor links and details. ● Roll Out the Barrels roughly coincides with the fulfillment of our sample outreach to media; we would be very interested in using this as an opportunity to partner with any events or promotions scheduled for SLO Happenings. It has been our experience that pitches to writers are invariably received more willingly when accompanied by a bottle (or three) of wine from the destination being pitched; we are eager to use our wines to 1, garner attention to SLO and 2, hammer home the idea that SLO is not just another pretty place to get away from it all, but we’re growing great wine to accompany the area’s outstanding food scene. DRAFT Minutes – Promotional Coordinating Committee Meeting of April 13, 2022 Page 1 Minutes - DRAFT PROMOTIONAL COORDINATING COMMITTEE Wednesday, April 13, 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, April 13, 2022 at 5:30 p.m., by Chair Thomas. ROLL CALL Present: Chair John Thomas, Vice Chair Samantha Welch and Committee Members, Maureen Forsberg, Lori Lerian, David Smith, and Anni Wang. Absent: Robin Wolf Staff: Tourism Manager Molly Cano and Deputy City Clerk Kevin Christian PUBLIC COMMENT ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE MEMBER FORSBERG, CARRIED 6-0 to approve the Consent Agenda items 1 thru 7. C.1 Minutes of the Meeting on March 9, 2022 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 DRAFT Minutes – Promotional Coordinating Committee Meeting of April 13, 2022 Page 2 PRESENTATIONS 1. NEW COMMITTEE MEMBER INTRODUCTION Introductions were made between the Committee members and new member David Smith, the representative of the Tourism Business Improvement District Board. 2. SLO CHAMBER Q3 REPORT SLO Chamber representatives Jacqui Clark-Charlesworth and Dusty Colyer-Worth presented the report on the public relations, Visitor Services, and GIA contract activities for the third quarter, and responded to Committee questions. Public Comme None --End of Public Comment-- No action was taken on this Receive and File item. 3. VERDIN MARKETING Q3 REPORT Verdin Marketing representative Ashlee Akers presented the FY 21-22 Support Local Program marketing activities report. Public Comment None --End of Public Comment-- No action was taken on this Receive and File item. DRAFT Minutes – Promotional Coordinating Committee Meeting of April 13, 2022 Page 3 BUSINESS ITEMS 1. FY 22-23 CULTURAL GIA PROGRAM REVIEW Chair Thomas and Tourism Manager Cano presented an overview of the program’s history, reviewed the program objective and current assumptions, and reviewed the proposed program format, funding, and timeline. Public Comment Dusty Colyer-Worth --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER SMITH, SECONDED BY COMMITTEE MEMBER WANG, CARRIED 6-0 to approve the proposed GIA program and timeline with modifications to: - Sustainability and Inclusion requirements - Application timing 2. ARTS & CULTURE RECOVERY GRANT PROPOSAL Tourism Manager Molly Cano reviewed the creation and purpose of the one-time Arts & Culture Recovery Grant program. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE MEMBER SMITH, CARRIED 6-0 to approve the one-time Arts & Culture Recovery Grant proposal. DRAFT Minutes – Promotional Coordinating Committee Meeting of April 13, 2022 Page 4 3. FY 22-23 BUDGET DIRECTION & CONTRACT EVALUATIONS Tourism Manager Molly Cano reviewed the planning process and presented the budget and contract options. Public Comment None --End of Public Comment-- ACTION: UPON MOTION BY COMMITTEE MEMBER SMITH, SECONDED BY COMMITTEE MEMBER LERIAN, CARRIED 6-0 to approve the budget as presented with the $29,873 remainder being allocated to the “Community Placemaking and recovery projects” category. PCC LIAISON REPORTS AND COMMUNICATION 1. GIA LIAISON REPORT – Committee Member Lerian reported on Children’s Day in the Plaza. 2. COMMITTEE OUTREACH UPDATE Chair Thomas reminded the Committee about the upcoming Brown Act training on April 21, 2022. 3. TBID BOARD REPORT TBID Chair David Smith reported that the recent TBID meeting did not have a quorum and he further reported on vacancies due to recent resignations. 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, May 11, 2022 at 5:30 p.m. at City Hall 990 Palm Street. APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022