HomeMy WebLinkAbout06-09-2022 TBID Agenda Packet - Special Meeting - AmendedCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
SPECIAL MEETING
AMENDED AGENDA POSTED - 6/8/2022
Thursday, June 9, 2022 City Council Chambers
3:00 PM 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, Vice Chair Clint Pearce, Members LeBren Harris,
Pragna Patel-Mueller, and Lori Keller
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 June 9, 2022 Page 2
APPOINTMENT - OATH OF OFFICE
Lori Keller, appointed by the City Council on June 7, 2022, will take the oath of office to serve on
the TBID Board.
CONSENT ITEMS
C.1 Minutes of Special Meeting on May 25, 2022
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Reports
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. FY23 TBID PROGRAM BUDGET 20 mins
The Board will approve the FY23 budget allocations for the TBID fund based on the revenue
projections for recommendation to City Council.
2. FY22 TBID BUDGET + FY21 FUND BALANCE 20 mins
The Board will review the FY22 budget and FY21 fund balance status and consider any final
budget commitments and recommendations for the fiscal year.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. PCC UPDATE – Meeting Minutes: May 11, 2022
3. VISIT SLO CAL UPDATE – Liaison Report
4. TOURISM PROGRAM UPDATE – Staff Report
Tourism Business Improvement District Board Agenda for June 9, 2022 Page 3
ADJOURNMENT
A Special Meeting of the Tourism Business Improvement District Board is scheduled for
Wednesday, June 22, 2022 at 10:00 a.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 5/25/2022 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, May 25, 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 May 25, 2022 at 10:01 a.m. by Chair David Smith.
ROLL CALL
Present: Chair David Smith and Members Clint Pearce, Pragna Patel-Mueller, and LeBren
Harris (Joined at 10:04)
Absent: None
Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Holli West introduced herself as a new employee of the San Luis Obispo Chamber of Commerce.
--End of Public Comment--
OATH OF OFFICE
City Clerk performed the Oath of Office for Clint Pearce.
CONSENT ITEMS
ACTION: MOTION BY BOARD MEMBER HARRIS SECONDED BY BOARD MEMBER PATEL-
MUELLER, CARRIED 4-0 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7.
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
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/25/2022 Pg. 2
BUSINESS ITEMS
1. BOARD MEMBER APPOINTMENTS
The Board discussed various appointments including the selection of the TBID Vice Chair
and the SLO representative on the Visit SLO CAL Board of Directors.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER PATEL-MUELLER TO BECOME THE
REPRESENTATIVE FOR THE VISIT SLO CAL BOARD SECONDED BY CHAIR SMITH
CARRIED 4-0 to appoint Member Patel-Mueller.
ACTION: MOTION BY MEMBER PEARCE TO BECOME THE TBID VICE CHAIR
SECONDED BY MEMBER PATEL-MUELLER CARRIED 4-0 to appoint Member Pearce to
TBID Vice Chair.
2. ROLL OUT THE BARRELS SPONSORSHIP
The Board reviewed the sponsorship application from SLO Coast Wine Collective for the
advertising support of the Roll Out the Barrels event weekend to be held June 23rd - 26th,
2022.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER HARRIS SECONDED BY VICE CHAIR PEARCE
CARRIED 4-0 to approve the $4500 sponsorship of the Roll Out the Barrels event.
3. FY23 TBID PROGRAM BUDGET
The Board discussed the initial budget allocations for FY23 based on the revenue
projections for the TBID fund, including receiving contract proposals for consideration from
Noble Studios and Badger Branding. The board and staff discussed the increased budget
and how the additional costs have been affected by the new TBID marketing plan,
contractor deliverables and TOT funds available.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR PEARCE SECONDED BY MEMBER HARRIS
CARRIED 4-0 to approve the two-year contract extension with Noble Studios and the FY23
contract budget of $900,600 as presented.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/25/2022 Pg. 3
ACTION: MOTION BY MEMBER HARRIS SECONDED BY MEMBER PATEL-MUELLER
CARRIED 4-0 to approve the first contract extension with Badger Branding for FY23 and
contract budget of $128,200 as presented.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – The Board discussed hotel activities.
2. PCC UPDATE – Chair David Smith provided an update on the Meeting Minutes from the PCC
meeting on April 13, 2022.
3. VISIT SLO CAL UPDATE – Vice Chair Pearce and Tourism Manager Cano provided an
update.
4. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided current project updates.
ADJOURNMENT
The meeting was adjourned at 11:28 a.m. The next Tourism Business Improvement District Board
Regular meeting is scheduled for June 9, 2022 at 3:00 p.m. held at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX
May 2021
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 67.00 73.90 69.00
177.99 194.54 183.06
119.26 143.75 126.26
23.80 10.20 19.30
43.80 26.50 36.90
77.90 39.50 63.30
City of Paso Robles 66.50 83.60 71.40 131.69 249.18 171.02 87.54 208.42 122.08 2.90 6.00 3.90 6.50 19.90 13.10 9.60 27.10 17.50
City of Pismo Beach 55.60 71.20 60.00 175.67 297.36 216.91 97.61 211.77 130.23 -5.00 -7.40 -5.80 0.40 -0.70 -0.50 -4.70 -8.10 -6.30
City of San Luis Obispo 54.00 78.80 61.10 147.25 249.23 184.85 79.47 196.38 112.87 4.60 3.10 4.00 4.80 14.60 9.30 9.60 18.20 13.70
City of Morro Bay 48.70 75.70 56.40 139.13 230.73 174.25 67.80 174.76 98.36 -12.20 4.20 -6.50 9.10 9.50 11.60 -4.10 14.10 4.30
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 66.70 82.40 71.20
177.56 210.52 188.46
118.48 173.46 134.19
20.20 11.50 17.20
40.00 31.80 36.30
68.20 47.00 59.70
City of Paso Robles 66.40 88.60 72.70 133.69 249.45 174.00 88.74 221.14 126.57 4.80 -1.70 2.40 7.20 12.20 8.60 12.30 10.20 11.30
City of Pismo Beach 58.00 85.30 65.80 177.16 310.49 226.56 102.67 264.77 148.99 -4.30 2.60 -1.90 2.00 4.80 4.30 -2.40 7.50 2.40
City of San Luis Obispo 58.80 88.30 67.30 150.39 257.09 190.41 88.49 226.98 128.06 5.20 5.90 5.50 7.60 16.10 11.80 13.20 23.00 17.90
City of Morro Bay 54.70 85.50 63.50 138.56 230.49 173.93 75.77 197.07 110.43 -2.20 7.40 1.30 8.40 5.70 8.30 6.00 13.60 9.70
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 69.50 80.20 72.50
180.76 204.36 188.22
125.54 163.94 136.51
18.80 7.10 14.80
39.40 26.40 33.90
65.60 35.40 53.80
City of Paso Robles 72.50 85.60 76.20 136.12 264.80 177.39 98.66 226.57 135.21 8.70 -5.20 3.80 6.40 12.40 7.00 15.60 15.60 11.10
City of Pismo Beach 68.90 80.00 72.00 180.71 317.28 224.04 124.43 253.81 161.40 8.90 -6.80 3.40 1.60 4.30 0.70 10.60 10.60 4.10
City of San Luis Obispo 63.80 82.20 69.10 152.82 248.42 185.34 97.52 204.31 128.03 9.30 -3.80 4.50 9.80 7.80 7.20 20.00 20.00 12.00
City of Morro Bay 61.80 81.30 67.30 141.67 234.45 173.67 87.50 190.64 116.97 7.10 -2.30 3.70 8.70 6.20 6.30 16.40 16.40 10.20
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 66.80 81.72 71.06 176.81 224.11 192.35 118.11 183.13 136.68 14.49 2.38 10.20 34.85 22.44 28.68 54.38 25.35 41.81
City of Paso Robles 68.02 88.99 74.02 140.64 289.18 191.67 95.67 257.34 141.86 -1.20 -1.37 -1.25 8.56 14.59 11.57 7.26 13.03 10.17
City of Pismo Beach 66.57 82.66 71.16 180.80 376.14 245.63 120.35 310.92 174.80 0.04 -5.59 -1.90 -0.58 6.17 1.79 -0.54 0.23 -0.15
City of San Luis Obispo 60.84 86.03 68.04 158.32 283.42 203.52 96.32 243.82 138.47 0.84 -6.57 -1.97 10.19 7.55 7.62 11.12 0.49 5.50
City of Morro Bay 60.11 84.12 66.97 142.69 271.12 188.78 85.77 228.08 126.43 0.74 -3.60 -0.86 7.74 4.29 5.17 8.53 0.54 4.26
For the Week of May 22, 2022 to
May 28, 2022
For the Week of May 15, 2022 to
May 21, 2022
For the Week of May 08, 2022 to
May 14, 2022
For the Week of May 01, 2022 to
May 07, 2022
RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
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
Non-COVID Month
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$ 638,253$ 130.6%
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$ 557,369$ 107.0%
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$ 716,045$ 120.1%
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$ 820,473$ 133.4%
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$ 1,057,524$ 142.4%
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$ 8,573,931$
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 50.6 25.0%124.24 152.39 22.7%50.28 77.08 53.3%
February 54.4 64.9 19.4%138.33 173.07 25.1%75.18 112.37 49.5%
March 66.7 65.2 -2.3%144.67 175.65 21.4%96.55 114.49 18.6%
April 70.5 72.6 3.1%169.50 211.24 24.6%119.42 153.43 28.5%
May 65.8 181.33 119.38
June 76.0 203.39 154.53 Missing 2 properties
Total/Average 58.13 66.30 0.22 157.39 192.68 0.28 93.73 129.58 0.58 Updated: 6/2/2022
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2022
PR ACTIVITY
Implementation/Proactive Work
Drafted ‘Meet Your Neighborhood Thai To-Go Restaurant ’ Q&A for VisitSLO.com
Began planning LA Times journalist Brian Clark's visit with DCI
Helped draft Skift IDEA award for "Keys for Trees"
Vetted content creators for visit with DCI
Participated in GIA workshop
Continued 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
Hosted actress Kimberly Daugherty on influencer visit
Shared LGBTQIA+ businesses with Visit SLO CAL
Offered suggestions and connections for travel agent and blogger writing domestic travel articles
Continued planning visit for Chelsie Davis on assignment for Forbes
Partnerships
Hosted German FAM visit in partnership with SLO CAL and Visit CA
Continued planning UK FAM visit in partnership with SLO CAL and Visit CA
Connected with Amtrak on VisitSLO.com updates and future partnership opportunities
Pitched "California Craft Beer", "Active Adventure" and "What's New in Wellness" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
TRAVEL PULSE Go SLO: Discover Sustainable Travel and Healthy Living in San Luis Obispo 277,000.00 $63.82 Sustainability SUSTAINABLE FAM PRESS TRIP
THE POINTS GUY Driving one of America’s best road trips: 3 days in Big Sur 69,200,000.00 $15,900.00 Cultural MEDIA HOSTING
MARIN MAGAZINE Explore the SLO Coast: Sample Wine and Food in the Newest AVA in the Country 14,000.00 $3.12 Beer/Wine MEDIA HOSTING
THE WRITTEN PALETTE Finding Synchronicity in San Luis Obispo and Arroyo Grande 144.00 -Beer/Wine MEDIA HOSTING
THE LOS ANGELES TIMES How we found the 101 best experiences in California 2,450,000.00 $564.19 Culinary DCI PITCHING
DREAM DESTINATIONS, JEWISH JOURNAL Don’t Miss the Beauty in Your Own Backyard!--Cultural RESPONSIVE LEAD
THRILLEST The Coolest Hotel in Every State (and DC)7,200,000.00 $1,700.00 Cultural
THE EPOCH TIMES The ‘Chaotic’ Madonna Inn in San Luis Obispo Makes List of Coolest Hotels in Each State 1,900,000.00 $1,500.00 Cultural
LOVE EXPLORING California dreaming: most beautiful small towns and cities in the state 67,150,000.00 -Cultural
NEWS BREAK Sidecar Tours bring a unique way to touring the coast 2,450,000.00 $564.19 Outdoor
805 LIVING Third Wheel Wine Tasting 32,000.00 -Beer/Wine
HERALD SCOTLAND World’s Most Scenic Railway Journeys: Scottish landscapes abound as Channel 5 series returns 937,500.00 $215.63 Sustainability
TRIPS TO DISCOVER The 20 Best Spa Resorts in California, Based on Google Ratings 391,000 $89.92 Cultural
WINE COUNTRY THIS WEEK New SLO Coast AVA 500 -Beer/Wine
GO WORLD TRAVEL PLAN A CALIFORNIA WINE COUNTRY VACATION: WHERE TO STAY, SIP AND SAVOUR 5,000.00 $1.21 Beer/Wine
THE TRIBUNE Skate Mission Plaza brings 'big community' of roller skaters to downtown SLO 21,000.00 $2,039.05 Family
PASO ROBLES DAILY NEWS Downtown SLO’s pop-up roller rink celebrates opening weekend 36,000.00 $8.27 Family
MUSTANG NEWS Pop-Up Roller Rink Set To Open In Downtown SLO 500.00 -Family
MUSTANG NEWS Roller Skating Pop-Up “SLORoll” Brings Family-Friendly Roller Skating Rinks To San Luis Obispo 500.00 -Family
KSBY SLO Pride Fest comes to an end after weekend-long event 139,000.00 $31.97 Cultural
NEW TIMES SLO Rep presents The Children 41,000.00 $9.32 Cultural
MUSTANG NEWS Welcome Back To Shabang: The San Luis Obispo Music Festival Returns 500.00 -Cultural
TOTALS
22 152,245,644.00 $22,690.69
TOTAL YTD
225 2,656,939,476.00 $821,448.91
247 2,809,185,120.00 $844,139.60
Report to City of SLO – TBID
Guest Services Contract
May 2022
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
May
2021
May
2022
Calls to
1-877-SLO-TOWN
26 31 30 41 125 128
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
May
2021
May
2022
Email Response 25 26 24 25 103 100
Phone Calls to
Hotels
96 113 104 122 354 435
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
May
2021
May
2022
Visitors Served
(walk-ins)
1,436 1,430 1,550 1,693 5,866 5,912
Guests Served
(via phone and
digitally)
373 426 501 413 1,913 1,713
Hotel Rooms
Referred
394 419 412 481 1,609 1,706
Agency Report · May 2022
SLO-TBID
Agency Repor t
May 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 33,306 impressions (a 10% decrease PoP), 5,475 clicks (a 7% decrease PoP), a
16.44% CTR and 5,587 sessions (11% decrease PoP)while driving 52 Book Now Conversions, 911
hotel referrals and 16 homestay referrals at 5% decrease in cost.
Paid social drove 989,787 impressions, 280,573 users reached and 8,107 clicks across Facebook,
Instagram and Pinterest with a 0.91% CTR for FB/Insta and .30% on Pinterest for 2,963 sessions
while driving 2 things to do referrals and 31 hotel referrals at a 8% decrease in cost.
Display drove 972,369 impressions, 3,574 clicks, a .37% CTR (a 23% decrease PoP) and 4,464
sessions while driving 16 hotel referrals and 1 Book Now conversion at a 34% decrease in cost.
Video drove 143,912 impressions, 9,431 views, a .22%CTR and 305 sessions while driving 1 things
to do referral at a 4% decrease in cost.
Connected TV drove 490,187 impressions with a CVR of 98%. The LA DMA drove the mose
impressions, followed by Dallas. The Outdoor audience drove the most impressions and the top
publishers included: Samsung TV+, Pluto TV, TubiTV, LG Channels, CBS News, MLB and The CW.
●Proactively monitored and optimized paid media placements ($29,757.74 spend)
●Monitored TripAdvisor Placement
●Launched Connected TV
Email Marketing
The theme of May’s newsletter was SLO neighborhoods + easy day trips (Pismo, Hearst, etc.). We
saw a 32.7% open rate and a 1.6% click rate, which is a jump from last month’s 1% click rate. It
should be no surprise that the “neighborhoods” story was the most clicked, with 344 clicks, followed
2
by the day trips piece with 143 clicks. An additional 98 clicks went to the Find a Hotel link toward the
bottom of the email. Overall, this performance is on par with previous emails.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased period-over-period by 10% and increased 72% year-over-year.
Organic hotel partner referrals increased 162% (361 vs 138), Book Now increased 136% (78 vs 33)
and Homestay referrals decreased 71% (6 vs 21) year-over-year (May 1-31, 2022 vs May 1-31, 2021).
We saw a 7% increase in Avg Session Duration, a 1% decrease in bounce rate and a 3% increase in
pages per session PoP and 72% increase in sessions, 1% increase in bounce rate, 6% decrease in
pages/session and a 1% increase in avg. session duration YoY for organic search.
Overall keyword rankings on the search engine results page increased 7% in May, compared to the
previous period. In May, we saw additional positive PoP growth for many of the pages we have
optimized including: a 11% increase to the Sunset Drive In page, a 8% increase to Hotels page, 59%
increase to Horseback Riding page, a 24% increase to the Weekend Trip from LA page and 100%
increase to Hiking page.
●SEO Optimizations created:
○Page Optimization: Nightlife
○Page Optimization: Farmers' Market
○Page Optimization: Downtown SLO
●Technical Fix: Replace Broken External Links
Blog Posts (2 per month)
Completed:
●Blog #1: Explore the Neighborhoods of SLO
●Blog #2: Easy Day Trips from SLO
Website
The website saw a 11% decrease in sessions period-over-period (May 1-31, 2022 vs Mar 31 - Apr 30,
2022)and a 3% decrease YoY; for a total of 37,457 sessions and 30,627 new users in May. From an
engagement perspective, bounce rate decreased by 3% and pages/session increased by 3% and
average session duration increased by 5% PoP. The largest decreases in traffic stemming from
Social and Paid Search.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
3
PR, Media, And Influencer Relations
Proactive Pitch Development:
●Sustainable Program Campaign Promotion (In Progress)
●Taste of SLO (From Organic Waste to Energy) (Completed)
●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 (Completed)
●Memorial Day Getaways (Completed)
●Pride Month (In Progress)
●Unique Outdoor Recreation (In Progress)
●Summer Travel (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
●Metro, Tamara Hinson, Sustainability Initiative
●National Geographic, Heather Greenwood Davis, Best and Brightest Summer Trips for
Families 2022
●The Boston Globe, Jon Marcus, Retail Pop-Up Shops and Tourism
●The Boston Globe, Jon Marcus, Vacations Without Cars
●The New York Times, David Gelles, SLO Sustainability
●The Hotel Guide, Edward Leos, Great Family Travel Destinations and Summer Travel
●Time Magazine, Brekke Fletcher, 2022 List of World's Greatest Places
●Wide Open Roads, Sarah Kuta, Bike-friendly wine regions in the U.S.
●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)
○Brian Clark: Freelance, Everett Potter’s Travel Report, LA Times (June 14-17)
●Group Press Trip April 2022 - Media Attendees
○Brandon Withrow – The Daily Beast
4
○Laurie Biratti - TravelPulse
○Carol McPherson, SmarterTravel
○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 7 digital influencer partnerships to date.
Completed:
●Francesca Murray – One Girl, One World (Nov. 2-5)
Upcoming:
●Freddy Rodriguez – BluePark (June 7 -10)
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
May 2022
Organic Social Report
Date: 6/08/22
Page Fans: 96,628 ( .1%)
Total Posts: 12
Organic Impressions: 26,722 ( 26%)
Total Engagements: 14,423 ( 39%)
FACEBOOK
Top Posts:
Followers: 22,678 ( .5%)
Total Posts: 13
Total Impressions:508,221 ( 12%)
(includes both organic & paid)
Total stories: 43
Average Reach per Story: 267
Total Engagements: 2,021 ( 9.3%)
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
- Created 2 Reels
- Both reels having over 10,000 views
-10.8k & 14.9k views
- CR Network Story: Explore the Neighborhoods of SLO
- Updated May Events Highlight
- Shared CA tourism Month Content across platforms
- Let’s Travel CA Story
- Shared Skate Mission Plaza content
- Partnered with @Kimdaughtery influencer and shared her
content on our stories
JUNE FOCUS:
- Summer Giveaway featuring new businesses
- Gearing up for Summer and Concerts in the Plaza content
- New Guides for IG
- Continue to post engaging stories
- Continue Reel creations
- New Story Network Stories
- Post frequently to LinkedIn
TBID Budget Planning 2022‐23
Draft FY23 Budget
Income Source 21‐22 Budget 22‐23 Projection
TOT Revenue Assumption 7,213,000$ 8,636,000$
Adjusted TOT Revenue Assumptions
TBID Assessment (20% of TOT Revenue) 1,442,600$ 1,727,200$
Carryover
TBID Program Budget 1,442,600$ 1,727,200$
Fund Reserve 100,000$ 100,000$
Expenditure
21‐22 Budget
% of Total
Budget
22‐23
Recommendation
% of Total
Budget
Expenditure (section in gray)21‐22 22‐23 TBID Budget Allocation Detail
Operations/Staffing 256,852$ 17.8%243,135$ 14.1%
Administration Overhead (2% of TBID Assessment) 28,852$ 2.0%34,544$ 2.4%
Staffing (FTE & .75 FTE)228,000$ 15.8%208,591$ 12.1%
Contracts 982,000$ 68.1%1,154,827$ 66.9%
Noble + DCI Marketing Contract 773,500$ 53.6%900,600$ 52.1%2‐year contract renewal; budget amount approved 5/25/22
Chamber of Commerce ‐ PR 45,000$ 3.1%45,000$ 2.6%2nd year of 2‐year contract; shared 50/50 w PCC
Chamber of Commerce ‐ Guest Services 47,500$ 3.3%47,500$ 2.8%2nd year of 2‐year contract
Chamber of Commerce ‐ Media Monitoring Service Fee ‐$ 0.0%3,527$ 0.2%2nd year of 2‐year contract; shared 50/50 w PCC
Co‐op Marketing Program Funding 30,000$ 2.1%30,000$ 1.7%Co‐op programs with strategic and industry partners
Content Marketing Services‐ Badger Branding 86,000$ 6.0%128,200$ 7.4%
1st of 2 contract extensions; 12 mo of content; addition of
content creator management + hard costs
Partnerships 20,000$ 1.4%84,272$ 4.9%
Cal Poly Athletics ‐$ 0.0%62,000$ 3.6%2nd year of 2‐year contract
EcoSLO ‐ Sustainability Initiative 15,000$ 1.0%17,272$ 1.0%Contribution of 1% of TBID revenue
SLO Coast Wine Collective Membership 5,000$ 0.3%5,000$ 0.3%Annual membership commitment
Events & Promotions 25,000$ 1.7%95,000$ 5.5%
General Events Promotion ‐$ 0.0%30,000$ 1.7%Available event sponsorship funding allocation
Event Activation + Collateral ‐$ 0.0%40,000$ 2.3%SLO branded items like bags, event collateral pieces
Seasonal Promotion 25,000$ 1.7%25,000$ 1.4%Available promotional costs for program like The MidWeekend
Tradeshows 23,000$ 1.6%23,000$ 1.3%
Tradeshows 15,000$ 1.0%15,000$ 0.9%Tradeshow co‐ops with partners like Visit SLO CAL (IPW etc.)
Tourism Conferences 8,000$ 0.6%8,000$ 0.5%
Expenses for Outlook Forum, CCTC Fall + Spring Workshops,
others as determined by staff
Tourism Organizations/Research 112,786$ 7.8%84,070$ 4.9%
CCTC Dues 1,000$ 0.1%1,000$ 0.1%Annual membership
Smith Travel Report Contract 3,500$ 0.2%3,500$ 0.2%Annual contract
CalTravel Membership 1,000$ 0.1%1,000$ 0.1%Annual membership
California Hotel & Lodging Association 27,286$ 1.9%28,570$ 1.7%Constituent membership
Research + Program Development 80,000$ 5.5%50,000$ 2.9%For projects related to the Strategic Plan implementation
Support/ Meetings 21,940$ 1.5%41,500$ 2.4%
Tourism Program Expenses 5,000$ 0.3%5,000$ 0.3%Various program expenses determined by staff
FAM Trip Hosting 5,000$ 0.3%5,000$ 0.3%Media hosting via strategic partners
Contingency 6,440$ 0.4%20,000$ 1.2%Misc. Marketing Opportunities
Services/Online Tools/Fulfillment 5,500$ 0.4%11,500$ 0.7%Dropbox, Crowdriff, Survey Monkey, etc.
100% 100%
Subtotal 1,441,578$ 1,725,804$
Budget Remaining 1,022$ 1,396$
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 11, 2022 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 11, 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, May 11, 2022 at 5:30 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, Vice Chair Samantha Welch and Committee Members,
Maureen Forsberg, David Smith, Anni Wang, and Robin Wolf
Absent: Committee Member Lori Lerian
Staff: Tourism Manager Molly Cano and Deputy City Clerk Megan Wilbanks
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
Holly West, new SLO Chamber employee
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER WOLF, CARRIED 6-0 (Member Lerian absent) to approve the Consent
Agenda items 1 thru 7.
C.1 Minutes of the Meeting on April 13, 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 May 11, 2022 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
SLO Chamber representative, Jacqui Clark-Charlesworth, presented the report on
the public relations, visitor services, and GIA contract activities for the third quarter,
and responded to Committee questions.
Public Comment
None
--End of Public Comment--
ACTION: No action was taken on this Receive and File item.
BUSINESS ITEMS
1. PUBLIC ART PROMOTIONAL PLAN UPDATE
Verdin Marketing representative Ashlee Akers and Verdin Creative Director Megan
Condict provided an update on the first part of the Public Art Promotional Plan
project including recommendations to the committee and next steps for the project
such as developing program identity, conducting stakeholder interviews, refining the
strategy, and creating promotional tactics for each audience.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER WOLF, SECONDED BY
COMMITTEE MEMBER WANG, CARRIED 6-0 (Member Lerian absent) to apply
$4,500 toward the Verdin contract to develop a program graphic, color pallet and
style guide for the SLO Public Art Program.
2. FY23 CULTURAL GIA APPLICATION REVIEW
Chair Thomas and Tourism Manager Cano presented an overview of the program’s
history and the recommended application for the FY 23 Cultural GIA program for the
committee's review and approval.
Public Comment
None
--End of Public Comment--
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 11, 2022 Page 3
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER WOLF, CARRIED 6-0 (Member Lerian absent) to approve the FY 23
Cultural Grants-in-Aid application, with minor edits, and assign the following members
to the Grant Application Review Subcommittee, on a rotating schedule for each
quarter:
• Q1: Maureen Forsberg / Lori Lerian /Robin Wolf
• Q2: Lori Lerian / Robin Wolf / Anni Wang
• Q3: Anni Wang /Samantha Welch / David Smith
• Q4: Samantha Welch / David Smith / Anni Wang
Member Anni Wang also volunteered to represent the PCC on the ACRG Taskforce
with Chair Thomas and Vice Chair Welch.
3. NEIGHBORHOOD MAP PROJECT CONTINUATION
SLO Chamber representatives, Jacqui Clark-Charlesworth and Dusty Colyer-Worth,
provided a presentation on the neighborhood map project and next steps for
consideration by the PCC.
Public Comment
None
--End of Public Comment--
ACTION: By consensus, the PCC reaffirmed their commitment to continuing the
Neighborhood Map Project and directed staff to research available funding sources to
fund the next series of maps.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
• Vice Chair Welch reported that Restorative Partners is promoting the Grilled
Cheese Festival during the month of May, with many local restaurants
participating.
• Committee Member Forsberg provided an update on the return of the Greek
Festival, which supports SLO Food Bank.
• Chair Thomas will be attending the Aging Seminar on Friday, May 13, 2022.
2. COMMITTEE OUTREACH UPDATE
• Vice Chair Welch encouraged PCC Members to participate in the Pop-Up Roller
Rink event, held in Mission Plaza from May 6 – 22, 2022.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 11, 2022 Page 4
3. TBID BOARD REPORT
• TBID Chair Smith reported that, due to quorum issues, the TBID has not been
able to take action on items presented at the last 2 meetings. Recruitment
efforts are ongoing for vacancies on the TBID, and staff hopes to meet
quorum in time for the June 8th TBID meeting. On May 3, 2022, the City
Council presented a proclamation declaring the month of May as Tourism
Month. The TBID is currently working on budget for the next year and is
looking to revamp the website and researching the cost to do that work.
4. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:04 p.m. The next Regular Promotional Coordinating
Committee meeting is scheduled for Wednesday, June 15, 2022 at 5:30 p.m. at City Hall
990 Palm Street.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022
TBID Budget Planning 2022‐23
Draft FY23 Budget
Income Source 21‐22 Budget 22‐23 Projection
TOT Revenue Assumption 7,213,000$ 8,636,000$
Adjusted TOT Revenue Assumptions
TBID Assessment (20% of TOT Revenue) 1,442,600$ 1,727,200$
Carryover
TBID Program Budget 1,442,600$ 1,727,200$
Fund Reserve 100,000$ 100,000$
Expenditure
21‐22 Budget
% of Total
Budget
22‐23
Recommendation
% of Total
Budget
Expenditure (section in gray)21‐22 22‐23 TBID Budget Allocation Detail
Operations/Staffing 256,852$ 17.8%243,135$ 14.1%
Administration Overhead (2% of TBID Assessment) 28,852$ 2.0%34,544$ 2.4%
Staffing (FTE & .75 FTE)228,000$ 15.8%208,591$ 12.1%
Contracts 982,000$ 68.1%1,154,827$ 66.9%
Noble + DCI Marketing Contract 773,500$ 53.6%900,600$ 52.1%2‐year contract renewal; budget amount approved 5/25/22
Chamber of Commerce ‐ PR 45,000$ 3.1%45,000$ 2.6%2nd year of 2‐year contract; shared 50/50 w PCC
Chamber of Commerce ‐ Guest Services 47,500$ 3.3%47,500$ 2.8%2nd year of 2‐year contract
Chamber of Commerce ‐ Media Monitoring Service Fee ‐$ 0.0%3,527$ 0.2%2nd year of 2‐year contract; shared 50/50 w PCC
Co‐op Marketing Program Funding 30,000$ 2.1%30,000$ 1.7%Co‐op programs with strategic and industry partners
Content Marketing Services‐ Badger Branding 86,000$ 6.0%128,200$ 7.4%
1st of 2 contract extensions; 12 mo of content; addition of
content creator management + hard costs
Partnerships 20,000$ 1.4%84,272$ 4.9%
Cal Poly Athletics ‐$ 0.0%62,000$ 3.6%2nd year of 2‐year contract
EcoSLO ‐ Sustainability Initiative 15,000$ 1.0%17,272$ 1.0%Contribution of 1% of TBID revenue
SLO Coast Wine Collective Membership 5,000$ 0.3%5,000$ 0.3%Annual membership commitment
Events & Promotions 25,000$ 1.7%95,000$ 5.5%
General Events Promotion ‐$ 0.0%30,000$ 1.7%Available event sponsorship funding allocation
Event Activation + Collateral ‐$ 0.0%40,000$ 2.3%SLO branded items like bags, event collateral pieces
Seasonal Promotion 25,000$ 1.7%25,000$ 1.4%Available promotional costs for program like The MidWeekend
Tradeshows 23,000$ 1.6%23,000$ 1.3%
Tradeshows 15,000$ 1.0%15,000$ 0.9%Tradeshow co‐ops with partners like Visit SLO CAL (IPW etc.)
Tourism Conferences 8,000$ 0.6%8,000$ 0.5%
Expenses for Outlook Forum, CCTC Fall + Spring Workshops,
others as determined by staff
Tourism Organizations/Research 112,786$ 7.8%84,070$ 4.9%
CCTC Dues 1,000$ 0.1%1,000$ 0.1%Annual membership
Smith Travel Report Contract 3,500$ 0.2%3,500$ 0.2%Annual contract
CalTravel Membership 1,000$ 0.1%1,000$ 0.1%Annual membership
California Hotel & Lodging Association 27,286$ 1.9%28,570$ 1.7%Constituent membership
Research + Program Development 80,000$ 5.5%50,000$ 2.9%For projects related to the Strategic Plan implementation
Support/ Meetings 21,940$ 1.5%41,500$ 2.4%
Tourism Program Expenses 5,000$ 0.3%5,000$ 0.3%Various program expenses determined by staff
FAM Trip Hosting 5,000$ 0.3%5,000$ 0.3%Media hosting via strategic partners
Contingency 6,440$ 0.4%20,000$ 1.2%Misc. Marketing Opportunities
Services/Online Tools/Fulfillment 5,500$ 0.4%11,500$ 0.7%Dropbox, Crowdriff, Survey Monkey, etc.
100% 100%
Subtotal 1,441,578$ 1,725,804$
Budget Remaining 1,022$ 1,396$
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/25/2022 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, May 25, 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 May 25, 2022 at 10:01 a.m. by Chair David Smith.
ROLL CALL
Present: Chair David Smith and Members Clint Pearce, Pragna Patel-Mueller, and LeBren
Harris (Joined at 10:04)
Absent: None
Staff: Tourism Manager Molly Cano and Tourism Coordinator Matt Teel
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Holli West introduced herself as a new employee of the San Luis Obispo Chamber of Commerce.
--End of Public Comment--
OATH OF OFFICE
City Clerk performed the Oath of Office for Clint Pearce.
CONSENT ITEMS
ACTION: MOTION BY BOARD MEMBER HARRIS SECONDED BY BOARD MEMBER PATEL-
MUELLER, CARRIED 4-0 TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7.
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
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/25/2022 Pg. 2
BUSINESS ITEMS
1. BOARD MEMBER APPOINTMENTS
The Board discussed various appointments including the selection of the TBID Vice Chair
and the SLO representative on the Visit SLO CAL Board of Directors.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER PATEL-MUELLER TO BECOME THE
REPRESENTATIVE FOR THE VISIT SLO CAL BOARD SECONDED BY CHAIR SMITH
CARRIED 4-0 to appoint Member Patel-Mueller.
ACTION: MOTION BY MEMBER PEARCE TO BECOME THE TBID VICE CHAIR
SECONDED BY MEMBER PATEL-MUELLER CARRIED 4-0 to appoint Member Pearce to
TBID Vice Chair.
2. ROLL OUT THE BARRELS SPONSORSHIP
The Board reviewed the sponsorship application from SLO Coast Wine Collective for the
advertising support of the Roll Out the Barrels event weekend to be held June 23rd - 26th,
2022.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER HARRIS SECONDED BY VICE CHAIR PEARCE
CARRIED 4-0 to approve the $4500 sponsorship of the Roll Out the Barrels event.
3. FY23 TBID PROGRAM BUDGET
The Board discussed the initial budget allocations for FY23 based on the revenue
projections for the TBID fund, including receiving contract proposals for consideration from
Noble Studios and Badger Branding. The board and staff discussed the increased budget
and how the additional costs have been affected by the new TBID marketing plan,
contractor deliverables and TOT funds available.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY VICE CHAIR PEARCE SECONDED BY MEMBER HARRIS
CARRIED 4-0 to approve the two-year contract extension with Noble Studios and the FY23
contract budget of $900,600 as presented.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 5/25/2022 Pg. 3
ACTION: MOTION BY MEMBER HARRIS SECONDED BY MEMBER PATEL-MUELLER
CARRIED 4-0 to approve the first contract extension with Badger Branding for FY23 and
contract budget of $128,200 as presented.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – The Board discussed hotel activities.
2. PCC UPDATE – Chair David Smith provided an update on the Meeting Minutes from the PCC
meeting on April 13, 2022.
3. VISIT SLO CAL UPDATE – Vice Chair Pearce and Tourism Manager Cano provided an
update.
4. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided current project updates.
ADJOURNMENT
The meeting was adjourned at 11:28 a.m. The next Tourism Business Improvement District Board
Regular meeting is scheduled for June 9, 2022 at 3:00 p.m. held at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX
May 2021
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 67.00 73.90 69.00
177.99 194.54 183.06
119.26 143.75 126.26
23.80 10.20 19.30
43.80 26.50 36.90
77.90 39.50 63.30
City of Paso Robles 66.50 83.60 71.40 131.69 249.18 171.02 87.54 208.42 122.08 2.90 6.00 3.90 6.50 19.90 13.10 9.60 27.10 17.50
City of Pismo Beach 55.60 71.20 60.00 175.67 297.36 216.91 97.61 211.77 130.23 -5.00 -7.40 -5.80 0.40 -0.70 -0.50 -4.70 -8.10 -6.30
City of San Luis Obispo 54.00 78.80 61.10 147.25 249.23 184.85 79.47 196.38 112.87 4.60 3.10 4.00 4.80 14.60 9.30 9.60 18.20 13.70
City of Morro Bay 48.70 75.70 56.40 139.13 230.73 174.25 67.80 174.76 98.36 -12.20 4.20 -6.50 9.10 9.50 11.60 -4.10 14.10 4.30
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 66.70 82.40 71.20
177.56 210.52 188.46
118.48 173.46 134.19
20.20 11.50 17.20
40.00 31.80 36.30
68.20 47.00 59.70
City of Paso Robles 66.40 88.60 72.70 133.69 249.45 174.00 88.74 221.14 126.57 4.80 -1.70 2.40 7.20 12.20 8.60 12.30 10.20 11.30
City of Pismo Beach 58.00 85.30 65.80 177.16 310.49 226.56 102.67 264.77 148.99 -4.30 2.60 -1.90 2.00 4.80 4.30 -2.40 7.50 2.40
City of San Luis Obispo 58.80 88.30 67.30 150.39 257.09 190.41 88.49 226.98 128.06 5.20 5.90 5.50 7.60 16.10 11.80 13.20 23.00 17.90
City of Morro Bay 54.70 85.50 63.50 138.56 230.49 173.93 75.77 197.07 110.43 -2.20 7.40 1.30 8.40 5.70 8.30 6.00 13.60 9.70
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 69.50 80.20 72.50
180.76 204.36 188.22
125.54 163.94 136.51
18.80 7.10 14.80
39.40 26.40 33.90
65.60 35.40 53.80
City of Paso Robles 72.50 85.60 76.20 136.12 264.80 177.39 98.66 226.57 135.21 8.70 -5.20 3.80 6.40 12.40 7.00 15.60 15.60 11.10
City of Pismo Beach 68.90 80.00 72.00 180.71 317.28 224.04 124.43 253.81 161.40 8.90 -6.80 3.40 1.60 4.30 0.70 10.60 10.60 4.10
City of San Luis Obispo 63.80 82.20 69.10 152.82 248.42 185.34 97.52 204.31 128.03 9.30 -3.80 4.50 9.80 7.80 7.20 20.00 20.00 12.00
City of Morro Bay 61.80 81.30 67.30 141.67 234.45 173.67 87.50 190.64 116.97 7.10 -2.30 3.70 8.70 6.20 6.30 16.40 16.40 10.20
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 66.80 81.72 71.06 176.81 224.11 192.35 118.11 183.13 136.68 14.49 2.38 10.20 34.85 22.44 28.68 54.38 25.35 41.81
City of Paso Robles 68.02 88.99 74.02 140.64 289.18 191.67 95.67 257.34 141.86 -1.20 -1.37 -1.25 8.56 14.59 11.57 7.26 13.03 10.17
City of Pismo Beach 66.57 82.66 71.16 180.80 376.14 245.63 120.35 310.92 174.80 0.04 -5.59 -1.90 -0.58 6.17 1.79 -0.54 0.23 -0.15
City of San Luis Obispo 60.84 86.03 68.04 158.32 283.42 203.52 96.32 243.82 138.47 0.84 -6.57 -1.97 10.19 7.55 7.62 11.12 0.49 5.50
City of Morro Bay 60.11 84.12 66.97 142.69 271.12 188.78 85.77 228.08 126.43 0.74 -3.60 -0.86 7.74 4.29 5.17 8.53 0.54 4.26
For the Week of May 22, 2022 to
May 28, 2022
For the Week of May 15, 2022 to
May 21, 2022
For the Week of May 08, 2022 to
May 14, 2022
For the Week of May 01, 2022 to
May 07, 2022
RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
Current Week Totals Percent Change
Occupancy (%) ADR RevPar Occupancy (%) ADR RevPar
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
Non-COVID Month
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$ 638,253$ 130.6%
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$ 557,369$ 107.0%
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$ 716,045$ 120.1%
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$ 820,473$ 133.4%
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$ 1,057,524$ 142.4%
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$ 8,573,931$
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 50.6 25.0%124.24 152.39 22.7%50.28 77.08 53.3%
February 54.4 64.9 19.4%138.33 173.07 25.1%75.18 112.37 49.5%
March 66.7 65.2 -2.3%144.67 175.65 21.4%96.55 114.49 18.6%
April 70.5 72.6 3.1%169.50 211.24 24.6%119.42 153.43 28.5%
May 65.8 181.33 119.38
June 76.0 203.39 154.53 Missing 2 properties
Total/Average 58.13 66.30 0.22 157.39 192.68 0.28 93.73 129.58 0.58 Updated: 6/2/2022
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Report to City of SLO – TBID and PCC
Public Relations Contract
May 2022
PR ACTIVITY
Implementation/Proactive Work
Drafted ‘Meet Your Neighborhood Thai To-Go Restaurant ’ Q&A for VisitSLO.com
Began planning LA Times journalist Brian Clark's visit with DCI
Helped draft Skift IDEA award for "Keys for Trees"
Vetted content creators for visit with DCI
Participated in GIA workshop
Continued 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
Hosted actress Kimberly Daugherty on influencer visit
Shared LGBTQIA+ businesses with Visit SLO CAL
Offered suggestions and connections for travel agent and blogger writing domestic travel articles
Continued planning visit for Chelsie Davis on assignment for Forbes
Partnerships
Hosted German FAM visit in partnership with SLO CAL and Visit CA
Continued planning UK FAM visit in partnership with SLO CAL and Visit CA
Connected with Amtrak on VisitSLO.com updates and future partnership opportunities
Pitched "California Craft Beer", "Active Adventure" and "What's New in Wellness" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
TRAVEL PULSE Go SLO: Discover Sustainable Travel and Healthy Living in San Luis Obispo 277,000.00 $63.82 Sustainability SUSTAINABLE FAM PRESS TRIP
THE POINTS GUY Driving one of America’s best road trips: 3 days in Big Sur 69,200,000.00 $15,900.00 Cultural MEDIA HOSTING
MARIN MAGAZINE Explore the SLO Coast: Sample Wine and Food in the Newest AVA in the Country 14,000.00 $3.12 Beer/Wine MEDIA HOSTING
THE WRITTEN PALETTE Finding Synchronicity in San Luis Obispo and Arroyo Grande 144.00 -Beer/Wine MEDIA HOSTING
THE LOS ANGELES TIMES How we found the 101 best experiences in California 2,450,000.00 $564.19 Culinary DCI PITCHING
DREAM DESTINATIONS, JEWISH JOURNAL Don’t Miss the Beauty in Your Own Backyard!--Cultural RESPONSIVE LEAD
THRILLEST The Coolest Hotel in Every State (and DC)7,200,000.00 $1,700.00 Cultural
THE EPOCH TIMES The ‘Chaotic’ Madonna Inn in San Luis Obispo Makes List of Coolest Hotels in Each State 1,900,000.00 $1,500.00 Cultural
LOVE EXPLORING California dreaming: most beautiful small towns and cities in the state 67,150,000.00 -Cultural
NEWS BREAK Sidecar Tours bring a unique way to touring the coast 2,450,000.00 $564.19 Outdoor
805 LIVING Third Wheel Wine Tasting 32,000.00 -Beer/Wine
HERALD SCOTLAND World’s Most Scenic Railway Journeys: Scottish landscapes abound as Channel 5 series returns 937,500.00 $215.63 Sustainability
TRIPS TO DISCOVER The 20 Best Spa Resorts in California, Based on Google Ratings 391,000 $89.92 Cultural
WINE COUNTRY THIS WEEK New SLO Coast AVA 500 -Beer/Wine
GO WORLD TRAVEL PLAN A CALIFORNIA WINE COUNTRY VACATION: WHERE TO STAY, SIP AND SAVOUR 5,000.00 $1.21 Beer/Wine
THE TRIBUNE Skate Mission Plaza brings 'big community' of roller skaters to downtown SLO 21,000.00 $2,039.05 Family
PASO ROBLES DAILY NEWS Downtown SLO’s pop-up roller rink celebrates opening weekend 36,000.00 $8.27 Family
MUSTANG NEWS Pop-Up Roller Rink Set To Open In Downtown SLO 500.00 -Family
MUSTANG NEWS Roller Skating Pop-Up “SLORoll” Brings Family-Friendly Roller Skating Rinks To San Luis Obispo 500.00 -Family
KSBY SLO Pride Fest comes to an end after weekend-long event 139,000.00 $31.97 Cultural
NEW TIMES SLO Rep presents The Children 41,000.00 $9.32 Cultural
MUSTANG NEWS Welcome Back To Shabang: The San Luis Obispo Music Festival Returns 500.00 -Cultural
TOTALS
22 152,245,644.00 $22,690.69
TOTAL YTD
225 2,656,939,476.00 $821,448.91
247 2,809,185,120.00 $844,139.60
Report to City of SLO – TBID
Guest Services Contract
May 2022
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
May
2021
May
2022
Calls to
1-877-SLO-TOWN
26 31 30 41 125 128
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
May
2021
May
2022
Email Response 25 26 24 25 103 100
Phone Calls to
Hotels
96 113 104 122 354 435
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
May
2021
May
2022
Visitors Served
(walk-ins)
1,436 1,430 1,550 1,693 5,866 5,912
Guests Served
(via phone and
digitally)
373 426 501 413 1,913 1,713
Hotel Rooms
Referred
394 419 412 481 1,609 1,706
Agency Report · May 2022
SLO-TBID
Agency Repor t
May 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 33,306 impressions (a 10% decrease PoP), 5,475 clicks (a 7% decrease PoP), a
16.44% CTR and 5,587 sessions (11% decrease PoP)while driving 52 Book Now Conversions, 911
hotel referrals and 16 homestay referrals at 5% decrease in cost.
Paid social drove 989,787 impressions, 280,573 users reached and 8,107 clicks across Facebook,
Instagram and Pinterest with a 0.91% CTR for FB/Insta and .30% on Pinterest for 2,963 sessions
while driving 2 things to do referrals and 31 hotel referrals at a 8% decrease in cost.
Display drove 972,369 impressions, 3,574 clicks, a .37% CTR (a 23% decrease PoP) and 4,464
sessions while driving 16 hotel referrals and 1 Book Now conversion at a 34% decrease in cost.
Video drove 143,912 impressions, 9,431 views, a .22%CTR and 305 sessions while driving 1 things
to do referral at a 4% decrease in cost.
Connected TV drove 490,187 impressions with a CVR of 98%. The LA DMA drove the mose
impressions, followed by Dallas. The Outdoor audience drove the most impressions and the top
publishers included: Samsung TV+, Pluto TV, TubiTV, LG Channels, CBS News, MLB and The CW.
●Proactively monitored and optimized paid media placements ($29,757.74 spend)
●Monitored TripAdvisor Placement
●Launched Connected TV
Email Marketing
The theme of May’s newsletter was SLO neighborhoods + easy day trips (Pismo, Hearst, etc.). We
saw a 32.7% open rate and a 1.6% click rate, which is a jump from last month’s 1% click rate. It
should be no surprise that the “neighborhoods” story was the most clicked, with 344 clicks, followed
2
by the day trips piece with 143 clicks. An additional 98 clicks went to the Find a Hotel link toward the
bottom of the email. Overall, this performance is on par with previous emails.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic decreased period-over-period by 10% and increased 72% year-over-year.
Organic hotel partner referrals increased 162% (361 vs 138), Book Now increased 136% (78 vs 33)
and Homestay referrals decreased 71% (6 vs 21) year-over-year (May 1-31, 2022 vs May 1-31, 2021).
We saw a 7% increase in Avg Session Duration, a 1% decrease in bounce rate and a 3% increase in
pages per session PoP and 72% increase in sessions, 1% increase in bounce rate, 6% decrease in
pages/session and a 1% increase in avg. session duration YoY for organic search.
Overall keyword rankings on the search engine results page increased 7% in May, compared to the
previous period. In May, we saw additional positive PoP growth for many of the pages we have
optimized including: a 11% increase to the Sunset Drive In page, a 8% increase to Hotels page, 59%
increase to Horseback Riding page, a 24% increase to the Weekend Trip from LA page and 100%
increase to Hiking page.
●SEO Optimizations created:
○Page Optimization: Nightlife
○Page Optimization: Farmers' Market
○Page Optimization: Downtown SLO
●Technical Fix: Replace Broken External Links
Blog Posts (2 per month)
Completed:
●Blog #1: Explore the Neighborhoods of SLO
●Blog #2: Easy Day Trips from SLO
Website
The website saw a 11% decrease in sessions period-over-period (May 1-31, 2022 vs Mar 31 - Apr 30,
2022)and a 3% decrease YoY; for a total of 37,457 sessions and 30,627 new users in May. From an
engagement perspective, bounce rate decreased by 3% and pages/session increased by 3% and
average session duration increased by 5% PoP. The largest decreases in traffic stemming from
Social and Paid Search.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
3
PR, Media, And Influencer Relations
Proactive Pitch Development:
●Sustainable Program Campaign Promotion (In Progress)
●Taste of SLO (From Organic Waste to Energy) (Completed)
●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 (Completed)
●Memorial Day Getaways (Completed)
●Pride Month (In Progress)
●Unique Outdoor Recreation (In Progress)
●Summer Travel (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
●Metro, Tamara Hinson, Sustainability Initiative
●National Geographic, Heather Greenwood Davis, Best and Brightest Summer Trips for
Families 2022
●The Boston Globe, Jon Marcus, Retail Pop-Up Shops and Tourism
●The Boston Globe, Jon Marcus, Vacations Without Cars
●The New York Times, David Gelles, SLO Sustainability
●The Hotel Guide, Edward Leos, Great Family Travel Destinations and Summer Travel
●Time Magazine, Brekke Fletcher, 2022 List of World's Greatest Places
●Wide Open Roads, Sarah Kuta, Bike-friendly wine regions in the U.S.
●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)
○Brian Clark: Freelance, Everett Potter’s Travel Report, LA Times (June 14-17)
●Group Press Trip April 2022 - Media Attendees
○Brandon Withrow – The Daily Beast
4
○Laurie Biratti - TravelPulse
○Carol McPherson, SmarterTravel
○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 7 digital influencer partnerships to date.
Completed:
●Francesca Murray – One Girl, One World (Nov. 2-5)
Upcoming:
●Freddy Rodriguez – BluePark (June 7 -10)
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
May 2022
Organic Social Report
Date: 6/08/22
Page Fans: 96,628 ( .1%)
Total Posts: 12
Organic Impressions: 26,722 ( 26%)
Total Engagements: 14,423 ( 39%)
FACEBOOK
Top Posts:
Followers: 22,678 ( .5%)
Total Posts: 13
Total Impressions:508,221 ( 12%)
(includes both organic & paid)
Total stories: 43
Average Reach per Story: 267
Total Engagements: 2,021 ( 9.3%)
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
- Created 2 Reels
- Both reels having over 10,000 views
-10.8k & 14.9k views
- CR Network Story: Explore the Neighborhoods of SLO
- Updated May Events Highlight
- Shared CA tourism Month Content across platforms
- Let’s Travel CA Story
- Shared Skate Mission Plaza content
- Partnered with @Kimdaughtery influencer and shared her
content on our stories
JUNE FOCUS:
- Summer Giveaway featuring new businesses
- Gearing up for Summer and Concerts in the Plaza content
- New Guides for IG
- Continue to post engaging stories
- Continue Reel creations
- New Story Network Stories
- Post frequently to LinkedIn
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 11, 2022 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, May 11, 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, May 11, 2022 at 5:30 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, Vice Chair Samantha Welch and Committee Members,
Maureen Forsberg, David Smith, Anni Wang, and Robin Wolf
Absent: Committee Member Lori Lerian
Staff: Tourism Manager Molly Cano and Deputy City Clerk Megan Wilbanks
PUBLIC COMMENT ITEMS NOT ON THE AGENDA
Holly West, new SLO Chamber employee
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER WOLF, CARRIED 6-0 (Member Lerian absent) to approve the Consent
Agenda items 1 thru 7.
C.1 Minutes of the Meeting on April 13, 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 May 11, 2022 Page 2
PRESENTATIONS
1. PUBLIC RELATIONS MONTHLY ACTIVITY UPDATE
SLO Chamber representative, Jacqui Clark-Charlesworth, presented the report on
the public relations, visitor services, and GIA contract activities for the third quarter,
and responded to Committee questions.
Public Comment
None
--End of Public Comment--
ACTION: No action was taken on this Receive and File item.
BUSINESS ITEMS
1. PUBLIC ART PROMOTIONAL PLAN UPDATE
Verdin Marketing representative Ashlee Akers and Verdin Creative Director Megan
Condict provided an update on the first part of the Public Art Promotional Plan
project including recommendations to the committee and next steps for the project
such as developing program identity, conducting stakeholder interviews, refining the
strategy, and creating promotional tactics for each audience.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER WOLF, SECONDED BY
COMMITTEE MEMBER WANG, CARRIED 6-0 (Member Lerian absent) to apply
$4,500 toward the Verdin contract to develop a program graphic, color pallet and
style guide for the SLO Public Art Program.
2. FY23 CULTURAL GIA APPLICATION REVIEW
Chair Thomas and Tourism Manager Cano presented an overview of the program’s
history and the recommended application for the FY 23 Cultural GIA program for the
committee's review and approval.
Public Comment
None
--End of Public Comment--
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 11, 2022 Page 3
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER WOLF, CARRIED 6-0 (Member Lerian absent) to approve the FY 23
Cultural Grants-in-Aid application, with minor edits, and assign the following members
to the Grant Application Review Subcommittee, on a rotating schedule for each
quarter:
• Q1: Maureen Forsberg / Lori Lerian /Robin Wolf
• Q2: Lori Lerian / Robin Wolf / Anni Wang
• Q3: Anni Wang /Samantha Welch / David Smith
• Q4: Samantha Welch / David Smith / Anni Wang
Member Anni Wang also volunteered to represent the PCC on the ACRG Taskforce
with Chair Thomas and Vice Chair Welch.
3. NEIGHBORHOOD MAP PROJECT CONTINUATION
SLO Chamber representatives, Jacqui Clark-Charlesworth and Dusty Colyer-Worth,
provided a presentation on the neighborhood map project and next steps for
consideration by the PCC.
Public Comment
None
--End of Public Comment--
ACTION: By consensus, the PCC reaffirmed their commitment to continuing the
Neighborhood Map Project and directed staff to research available funding sources to
fund the next series of maps.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
• Vice Chair Welch reported that Restorative Partners is promoting the Grilled
Cheese Festival during the month of May, with many local restaurants
participating.
• Committee Member Forsberg provided an update on the return of the Greek
Festival, which supports SLO Food Bank.
• Chair Thomas will be attending the Aging Seminar on Friday, May 13, 2022.
2. COMMITTEE OUTREACH UPDATE
• Vice Chair Welch encouraged PCC Members to participate in the Pop-Up Roller
Rink event, held in Mission Plaza from May 6 – 22, 2022.
DRAFT Minutes – Promotional Coordinating Committee Meeting of May 11, 2022 Page 4
3. TBID BOARD REPORT
• TBID Chair Smith reported that, due to quorum issues, the TBID has not been
able to take action on items presented at the last 2 meetings. Recruitment
efforts are ongoing for vacancies on the TBID, and staff hopes to meet
quorum in time for the June 8th TBID meeting. On May 3, 2022, the City
Council presented a proclamation declaring the month of May as Tourism
Month. The TBID is currently working on budget for the next year and is
looking to revamp the website and researching the cost to do that work.
4. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:04 p.m. The next Regular Promotional Coordinating
Committee meeting is scheduled for Wednesday, June 15, 2022 at 5:30 p.m. at City Hall
990 Palm Street.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022