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Home My WebLink AboutItem 5c. Adoption of FY2022-23 Community Promotions Program for TBID and PCC Item 5c Department: Administration Cost Center: 1006 and 1007 For Agenda of: 7/5/2022 Placement: Consent Estimated Time: N/A FROM: Greg Hermann, Deputy City Manager Prepared By: Molly Cano, Tourism Manager SUBJECT: ADOPTION OF FY 2022-23 COMMUNITY PROMOTION PROGRAMS FOR TOURISM BUSINESS IMPROVEMENT DISTRICT (TBID) AND PROMOTIONAL COORDINATING COMMITTEE (PCC) RECOMMENDATION As recommended by the Tourism Business Improvement District (TBID) Board and the Promotional Coordinating Committee (PCC): 1. Authorize the City Manager to enter into program expenditures and various contracts for the TBID not to exceed the 2022-23 revenue of $1,518,609 (excludes staffing costs), based on the recommendations by the TBID Board and the adopted TBID Fund revenue projections as part of the 2021 -23 Financial Plan; and 2. This includes approval of the funding of year one of the two -year extension of the contract with Noble Studios for marketing services in the amount of $900,600; and 3. The funding of the first one-year extension of the contract with Badger Branding for content marketing services in the amount of $128,200 ; and 4. Authorize the City Manager to enter into expenditures utilizing the TBID Fund’s available un-assigned fund balance in 2022-23 fiscal year based on the most recent audited financials and the recommendations by the TBID Board; and 5. Authorize the City Manager to use the TBID Fund Reserve of $100,000 for tourism marketing expenditures in 2022-23 in accordance with the TBID reserve policy; 6. Authorize the City Manager to enter into various con tracts and program expenditures for Community Promotions not to exceed the 2022 -23 program budget of $367,000 (excludes staffing costs) based on the recommendations by the PCC. POLICY CONTEXT As referenced in the City’s Municipal Code, Section 12.42.03 0 (Authorized Use), TBID revenue is used for the promotion of tourism.1 1 12.42.030 – Authorized Use: A. The general promotion of tourism within the district is to include costs as specified in the business plan to be adopted annually by the city council. Page 19 of 189 Item 5c REPORT-IN-BRIEF The City’s Community Promotions program is comprised of the Tourism Business Improvement District (TBID) and the Promotional Coordinating Committee (PCC). While these advisory bodies have separate program functions and budgets - together they both work to promote San Luis Obispo locally, regionally, nationally, and internationally. Tourism Business Improvement District After thorough review and consideration, the TBID Board has identified program priorities and budget allocations for the focus of the TBID marketing efforts in fiscal year 2022-23. The list below includes the most notable allocations (Attachment A): 1. Tourism Marketing Services with Noble Studios: $900,600 The TBID will maintain their largest budget allocation (approximately 52%) towards the marketing service agreement with the contracted agency-of-record, Noble Studios. This year will be the first year of the 2 -year contract extension. 2. Content Marketing Services with Badger Branding: $128,000 To efficiently manage the organic content channels through various social media networks, the TBID will continue to retain the local content marketing provider Badger Branding for the strategy, execution, and management. 3. Chamber of Commerce Contract Services: $96,027 Fiscal year 2022-23 is the second year of the two-year agreements with the San Luis Obispo Chamber of Commerce for Guest Services ($47,500) and the shared Public Relations services in partnership with the PCC ($45,000 plus $3,527 for hard costs related to media monitoring service) through contracted work efforts. 4. Cal Poly Athletics Partnership: $62,000 Fiscal year 2022-23 is the second year of the two-year partnership agreement with Cal Poly Athletics to promote collaboration between local hotels and the needs of Cal Poly athletic program. The contract funding amount of $62,000. 5. Sustainability Initiative: $17,272 The TBID will continue to allocate 1% of TBID revenue in the 2022-23 fiscal year for the sustainability initiative called Keys for Trees in partnership with EcoSLO aimed at offsetting the carbon impact of visitors in the community. 6. Membership in Industry Associations & Promotional Cooperative Marketing Programs: $63,000 The TBID will invest collectively approximately $33,000 in fiscal year 2022 -23 to maintain membership in organizations including Central Coast Tourism Council, California Travel Association, California Hotel and Lodging Association and SLO Coast Wine Collective. In addition, the TBID has earmarked $30,000 for cooperative marketing opportunities with these organization and others. Page 20 of 189 Item 5c 7. Events and Promotions: $95,000 The TBID has earmarked up to $95,000 or 5.5% of the budget for general ev ent promotion, event activations, and seasonal promotions. 8. Contingency Fund: $20,000 The TBID has allocated an operating program contingency fund of $20,000 for the funding of opportunity projects that may arise including other marketing expenses. Promotional Coordinating Committee As stated in the PCC Advisory Body Bylaws, “The purpose of the PCC is to advise the Council in working to improve the quality of life for all City residents and our visitors. The Committee recommends projects to help promote the City as a regional trade, recreation, and tourist center, consistent with community goals.” The PCC has identified the allocations within in its program budget to support this purpose and to advance community promotions. The following program priorities and budget allocations are the focus of the community promotions efforts in fiscal year 2022 -23: (Attachment B – FY23 PCC Line-Item Budget) 1. Cultural Grants in Aid program: $125,000 The PCC will be returning the program to more pre-typical specifications in FY 22-23 for the Cultural Grants in Aid Program. The program will offer up to twenty-five $4000 grants on a quarterly basis with $1000 in bonus grant options for organizations whic h incorporate Diversity, Equity, and Inclusion (DEI) and/or Sustainability practices into their events. 2. Chamber of Commerce Contract Services: $207,127 Fiscal year 2022-23 is the second year of the two-year agreements with the San Luis Obispo Chamber of Commerce Visitor Center operations ($119,600); the shared Public Relations services in partnership with the TBID ($45,000 plus $3,527 for hard costs related to media monitoring service); GIA Promotional Support ($30,000); and the production & distribution of the downtown tear-off maps ($9,000). 3. Community Placemaking & Recovery Projects: $29,873 The PCC has earmarked $29,873 in funds available for the development of new projects to enhance the quality of life in San Luis Obispo through strategic placemaking or recovery investments in alignment with the adopted 21 -23 Major City Goal work efforts and other projects to support community promotion like the implementation of prioritized recommendation from the Public Art Promotion Strategy developed in the previous fiscal year. Page 21 of 189 Item 5c DISCUSSION Background With the adoption of the 2021-23 Financial Plan, the City Council approved the program budget and defined the work program for the Community Promotions program and the TBID. Both programs are overseen and administered by advisory bodies to the City Council. The PCC makes recommendations regarding the use of Community Promotions funding and the TBID Board recommends the use of the TBID assessment. In the development of the program expenditures budgets for the Financial Plan Supplement, both advisory bodies established recommendations for use of funding in F Y 2022-23 with respective contract considerations. Tourism Business Improvement District (TBID) The TBID began the program development and budget allocation process in March 2022 by discussing the goals, priorities, and direction for the 2022-23 TBID program. They also completed contractor evaluations to aid in the considerations to the pending contract extensions During this process, the TBID Board communicated the importance of continuing to align the budget direction, program priorities and funding co mmitments with the implementation of the TBID’s strategic clarity plan imperatives. (Attachment C- 2019- 24 Revised TBID Strategic Plan) The TBID strategic initiatives are to: 1. Elevate the SLO Brand and Experience 2. Deliver Smart Growth 3. Build Meaningful Partnerships 4. Ensure Organizational Excellence 5. Foster Destination Resilience Marketing Services + Partnership Contracts Fiscal year 2022-23 will commence the third year of the agreement with Noble Studios for marketing services, as a result of a successful RFP process in the Spring of 2020. That RFP stipulated that the City, based on the recommendation of the TBID Board, reserves the right to renew the agreement for total of four fiscal years, providing funding to do so is appropriated for this purpose in subsequent budgets. After a thorough evaluation and planning process, during the May 25, 2022 meeting the TBID Board recommended extending the Master Service Agreement with Noble Studios for the final two-year term and allocating the funding commitment of $900,600 for FY 2022-23 to account for an increase in the cost of services with Noble Studios as well as increased work program needs. The work agreement with Noble Studios also includes the subcontractor partnership with DCI, a national public relations firm. (Attachment D - Noble Studios Proposal and Attachment E – May 25, 2022 TBID Minutes) Page 22 of 189 Item 5c Following a successful RFP process, in the fall of 2021 the TBID contracted with Badger Branding for Content Marketing Services related to the management and curation of the social media channels for the TBID (aka ShareSLO). The services provided by this contractor include the development and implementation of a Social Media Marketing Strategy, Online Community Engagement, Content Creation and Procurement, and Analysis and Reporting. The initial contract between the City and the Badger Branding began in September 2021 and stated that the City - based on the recommendation of the TBID Board - reserves the right to renew the agreement twice for total of three fiscal years. After a thorough evaluation and planning process the TBID Board has recommended renewing the agreement with Badger Branding for fiscal year 2022-23. In addition, the TBID Board has approved expanding the Content Service agreement to include an enhanced scope of work with new social media channels and contracted content creator partnerships similar to influencers. The TBID Board has recommended allocating the funding commitment of $128,200 to Badger Branding for FY 2022 -23. (Attachment E – May 25, 2022 TBID Minutes and Attachment F - Badger Branding Proposal) The TBID Board continues to partne r with the San Luis Obispo Chamber for Commerce for the continuation of various contract partnerships including Public Relations and Guest Services, and currently the TBID maintains two-year services agreements with the San Luis Obispo Chamber for Commerce for those work programs. In fiscal year 2022-23, the TBID Board recommends funding the second year of the Public Relations contract (shared with the PCC) in the TBID amount of $45,000, the second year of the Guest Services agreement in the amount of $47,5 00 which includes the continuation of the phone & availability service and the special promotions support service, and finally the media monitoring service expenditure of $3,527 to support a joint service with the PCC to monitor media pick-up and story production. Industry Associations & Programs The Board also considered membership and programs with the following industry associations within California: 1. Central Coast Tourism Council (CCTC): The Board recommends maintaining membership with the CCTC in the amount up to $1,000. 2. California Travel Association (CalTravel): The Board recommends membership with the CalTravel organization in the amount up to $1,000. 3. SLO Coast Wine Collective: The Board recommends membership with the SLO Coast Wine Collective in the amount up to $5,000. 4. California Hotel and Lodging Association (CHLA): The Board recommends the investment in the TBID constituent membership in the amount of $28,570. 5. Cal Poly Athletics: The Board recommends funding of the second year of the two- year agreement with Cal Poly Athletics for $62,000 to be used to purchase overnight stays in SLO TBID hotels. Page 23 of 189 Item 5c In addition, the TBID will be partnering for the second year with the Office of Sustainability and EcoSLO on the continuation of the Keys For Trees initiative aimed at offsetting the carbon impact of visitors in San Luis Obispo. The TBID has allocated 1% of the 2022 -23 projected revenue, approximately $17,000 to this program. The remaining TBID program funds are allocated to program expenses i ncluding cooperative marketing opportunities with organizations like Visit SLO CAL or CCTC, attendance at industry conferences and additional partnerships, potential research projects, Smith Travel Reports, and marketing and promotional initiatives. These expenditures will be reviewed and approved by the TBID Board. The final complete line-item budget allocations were approved by the TBID Board for recommendation to City Council at the TBID Board meeting June 9, 2022. (Attachment G – June 9, 2022, TBID Minutes) Promotional Coordinating Committee (PCC) The purpose of the PCC is to enhance the quality of life for residents of San Luis Obispo and to enhance the experience for visitors to San Luis Obispo. This mission was the guiding force behind the budget consideration for the PCC. During the April 13, 2022, meeting, the PCC finalized the 2022 -23 budget allocations including the continuation of Visitor Services and Public Relations efforts, strategic initiative investment for community placemaking and recovery efforts, and the funding of the Cultural GIA program. (Attachment H – Minutes April 13, 2022, PCC Minutes) PCC Program Commitments The City through the PCC, continues to partner with the San Luis Obispo Chamber for Commerce for the continuation of various contract partnerships including Public Relations and Visitor Services, Cultural GIA promotional support, and production of the downtown tear-off maps. Currently the PCC maintains two-year services agreements with the San Luis Obispo Chamber for Commerce for those work programs. In fiscal year 2022-23, the PCC recommends funding the second year of the Public Relations contract (shared with the TBID) in the PCC amount of $45,000, the second year of the Visitor Services agreement in the amount of $119,600, the Cultural GIA promotional support agreement in the amount of $30,000, the production of the downtown tear -off maps at $9000, and finally the media monitoring service expenditure of $3,527 to support a joint service with the TBID to monitor media pick-up and story production. Grants-In-Aid (GIA) The PCC has been offering Cultural GIA funding for decades. Local non -profit organizations utilize the funding to provide cultural, recreational, or social activities in our community. In FY 2021-22 the City continued to use the modified structure of the GIA program due to the continued impact of COVID-19. With in-person events returning following the loosening of restrictions on large events, the PCC has decided to move to a GIA model that is more in line with previous years while keeping many of the advantages that were successful from the modified process through FY 21-22. Page 24 of 189 Item 5c The FY 2022-23 Cultural GIA program will be available throughout the year on a quarterly consideration process. Funding will be set at up to $4000 available to twenty-five granted organizations with an additional bonus grant up to $1000 for organizations which incorporate either or both DEI ($500 bonus) and Sustainability ($500 bonus) practices into their event. In total the that makes the possible maximum grant per award of $5000. The program will be discontinued once the funding has been exhausted. Additionally, this fiscal year the PCC will consider the name of the Cultural GIA program along with the other advisory bodies reviewing the titles of grant programs. With the increase in the various grant programs the City offers it is important that the title of each program be unique and descript, including the historic Cultural GIA program. The remaining Community Promotions program funds are allocated to program expenses including attendance at industry conferences, additional partnerships, and market ing and promotional initiatives. Previous Council or Advisory Body Action The following advisory body actions were taken to support these recommendations:  TBID approval of contract allocations on May 25, 2022 , and the line-item budget was recommended to City Council for approval on June 9, 2022.  PCC approval of the line-item budget on April 13, 2022, for recommendation to City Council. Public Engagement All TBID and PCC meetings were noticed in accordance with Brown Act standards. The public will also have the opportunity to provide public comment before or during the July 5th City Council meeting. ENVIRONMENTAL REVIEW The California Environmental Quality Act (CEQA) does not apply to the recommended action in this report, because the action does not constitute a “project” under CEQA Guidelines sec. 15378. FISCAL IMPACT Budgeted: Yes Budget Year: 2022-23 Funding Identified: Yes Page 25 of 189 Item 5c Funding Sources Total Budget Available Current Funding Request Remaining Balance Annual Ongoing Cost General Fund $ 405,826 $ 405,826 $0 $0 State Federal Fees Other: TBID $1,727,000 $1,727,000 $0 $0 Total $2,132,826 $2,132,826 $0 $0 Fiscal Analysis: On page 16 of the adopted 2022-23 Financial Plan Supplement, the projected Transient Occupancy Tax (TOT) is $8,636,000. The TBID revenue is based upon 20% of the TOT, making the FY 2022-23 TBID revenue budget projected at $1,727,000. Staff recommends that the Council fully appropriate the TBID budget for various contracts and program expenditures as outlined in this report and at the recommendation of the TBID Board. It is the fiscal responsibility of the TBID to utilize the maximum amount of revenue each year to further the marketing reach through the district’s promotional efforts. In the event that TBID revenues do not reach budget projections, staff recommends that the Council authorize the City Manager to utilize funds in the TBID Fund Reserve to offset those revenues. The total FY 22-23 program budget for Community Promotions (PCC) is $405,826, as can be referenced on page 139 of the City’s adopted 21-23 Financial Plan. ALTERNATIVES The Council could choose to fund the contracts or program allocations at different levels or modify the scope of services. The advisory bodies and staff do not recommend adjustments, as the proposed expenditures are the result of careful review, discussion, and negotiations between the parties. ATTACHMENTS A - FY23 TBID Line Item Budget B - FY 23 PCC Line Item Budget C - 2019-20 TBID Strategic Clarity Plan D - Noble Studios Proposal E - May 25, 2022 TBID Minutes F - Badger Branding Proposal G - June 9, 2022 TBID Minutes H - April 13, 2022 PCC Minutes Page 26 of 189 TBID Budget Planning 2022-23 Draft FY23 Budget Income Source 21-22 Budget 22-23 Projection TOT Revenue Assumption 7,213,000$ 8,636,000$ Adjusted TOT Revenue Assumptions TBID Assessment (20% of TOT Revenue) 1,442,600$ 1,727,200$ Carryover 359,000$ 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$ Page 27 of 189 Page 28 of 189 Budget Preparation 22-23 Budget 406,622$ Carryover Total Budget 406,622$ Expenditure 22-23 Expenditure Notes Grants-in-Aid Funding 125,000$ $125k GIA subcommittee recommendation Grants-in-Aid Marketing Support Contract 30,000$ 2-year agreement Community Placemaking & Recovery Projects 29,873$ Visitors Center 119,600$ 2-year agreement PR Contract 48,527$ 2-year agreement for PR & Media Monitoring Services Communications Plan Consultant Services -$ Downtown Maps 9,000$ Support Cost 5,000$ Administration (Staffing) 39,622$ Total 406,622$ Remaining Budget 0$ Community Promotions Budget Worksheet Page 29 of 189 Page 30 of 189 San Luis Obispo TBID 2019–2 0 STR AT EGI C PLA N Page 31 of 189 San Luis Obispo TBID 2019–202Strategic Plan3San Luis Obispo TBID 2019–2023 Strategic Plan2STRATEGIC CLARITY7KHHOHPHQWVRIRXU6WUDWHJLF&ODULW\DUHWKH6/27%,'¶V³1RUWK6WDU´IRUWKHXSFRPLQJ¿YH¿VFDO\HDUVVHWWLQJWKHWRQHDQGWHQRUHYHU\WKLQJZHSODQDQGVHUYHDVWKHOHQVWKURXJKZKLFKDOORIRXUGHFLVLRQVDUHPDGH$VZHPRYHLQWRGH¿QLQJVSHFL¿FLQLWLDWLYHVRXU6WUDWHJLF&ODULW\ZLOOVHUYHDVDWRXFKVWRQH:KDWLVWKHLGHDOIXWXUHVWDWHZHDUHWU\LQJWRFUHDWH"A welcoming community with a vibrant economy that enriches the lives of visitors and residents alike.VISION:KDWLVRXUSXUSRVH":KDWDUHZHKHUHWRPDNHKDSSHQ"We share the abundance of SLO, driving the lodging economy and serving as the voice of our stakeholders.MISSION:KDWDUHWKHIXQGDPHQWDOEHOLHIVWKDWVKDSHKRZZHZRUNWRJHWKHUDQGVHUYHRXUPLVVLRQ"•Service•Leadership• Adaptability• CollaborationVALUES:KDWXQLTXH VXVWDLQDEOHYDOXHGRZHGHOLYHUZKHUHGRZHGHOLYHUDQGIRUZKRP"The SLO TBID stewards the brand of San Luis Obispo and represents its lodging partners, driving overnight stays by:• Telling the San Luis Obispo story via targeted marketing content and activities•Serving as a convener and subject matter expert for tourism conversations impactingthe destination•$GYDQFLQJVWUDWHJLFSDUWQHUVKLSVWKDWH[WHQGWKHUHDFKDQGLQÀXHQFHRIWKH6/27%,'POSITION:KDWGRZHZDQWWREHNQRZQIRU":KDWLVWKHHQGXULQJSHUFHSWLRQRUHPRWLRQWKDWGHVFULEHVWKHWRWDOH[SHULHQFHRIRXURUJDQL]DWLRQ"•Essential•Approachable•Strategic•Driven• EffectiveREPUTATIONPage 32 of 189 STRATEGIC FOCUSIMPERATIVE 1Elevate the SLO Brand and ExperienceWe enhance the perception of our brand as a destination DQGKHOSHQVXUHWKDWVOREHFRPHVDSODFHZKHUHYLVLWRUVUHWXUQWLPHDQGDJDLQOBJECTIVES: •,QFUHDVHYLVLWRUDZDUHQHVVLQWDUJHWPDUNHWV•,QFUHDVHSRVLWLYHYLVLWRUSHUFHSWLRQINITIATIVES:•,GHQWLI\WKHFRUH6/2LGHQWLW\DQGGHYHORSDSODQWRPDUNHWLW• Establish a TBID social responsibility program•,GHQWLI\RSSRUWXQLWLHVWRLQÀXHQFHFRPPXQLW\SODFHPDNLQJDQGGHVWLQDWLRQPDQDJHPHQWHIIRUWVIMPERATIVE 2Deliver Smart Growth:HHQVXUHJURZWKWKDWGRHVQ¶WVLPSO\EULQJPRUHYLVLWRUVEXWWUXO\IRFXVHVRQEULQJLQJWKHYLVLWRUVZHGHVLUHPRVWDQGEDODQFHVWKHQHHGVRIWKHYLVLWRUZLWKWKHOLYDELOLW\RIRXUFRPPXQLW\OBJECTIVES: •*URZ5HY3$5E\\HDURYHU\HDUDGMXVWHGIRULQÀDWLRQ•<HDURYHU\HDUJURZWKLQ727DGMXVWHGIRULQÀDWLRQ•<HDURYHU\HDUJURZWKLQUDWLRRIZHHNGD\WRZHHNHQGRFFXSDQF\INITIATIVES:•'HYHORSDJURXSVDOHVVWUDWHJ\•'HYHORSDPLGZHHNSURPRWLRQSURJUDP•'HYHORSDORFDOEXVLQHVVWUDYHOSURJUDPWRGULYHYLVLWDWLRQ•,QÀXHQFHWKH6/2FRQIHUHQFHFHQWHUGHYHORSPHQWplan and effort•'HYHORSDQDSSURDFKWRPRQLWRULQJORFDOVHQWLPHQWrelated to tourism7KH6/27%,'KDVLGHQWL¿HGIRXUNH\DUHDVRIIRFXVFDOOHGRXU6WUDWHJLF,PSHUDWLYHV,QRUGHUIRURXUVWUDWHJLHVWRWUXO\FUHDWHFKDQJHZHPXVWKDYHDZD\WRPHDVXUHSURJUHVVDQGVXFFHVVIRUHDFKRIWKHVH,PSHUDWLYHVDQGZHPXVWLGHQWLI\WKHLQLWLDWLYHVWKDWPXVWEHXQGHUWDNHQLQWKHFRPLQJ\HDUVLQRUGHUWRDFKLHYHRXU2EMHFWLYHV(DFKLQLWLDWLYHZLOOEHRSHUDWLRQDOL]HGDQGWUDFNHGWRHQVXUHZHGHOLYHURQWKHSURPLVHRIWKHLQLWLDWLYHDVPHDVXUHGE\WKHREMHFWLYHLGHQWL¿HGEHORZ7KHVHVDPH6WUDWHJLF,PSHUDWLYHVZLOOJXLGHSURFHVVIRUXSGDWLQJDQGDGGLQJDGGLWLRQDOLQLWLDWLYHVDVZHFRPSOHWHRXUZRUNWKURXJKWKH¿YH\HDUF\FOHSan Luis Obispo TBID 2019–202 Strategic Plan5San Luis Obispo TBID 2019–2023 Strategic Plan4Page 33 of 189 IMPERATIVE 3Build Meaningful Partnerships:HDUHPRUHHI¿FLHQWWKURXJKSDUWQHUVKLSVDQGZHZLOOFRQWLQXH WR OHYHUDJH H[LVWLQJ SDUWQHUVKLS DV ZHOO DVGHYHORSQHZRQHVWRUHDFKRXUJRDOVOBJECTIVES: •,QFUHDVH\HDURYHU\HDUDYHUDJH(DUQHG3DUWQHUVKLSValue score•*URZHFRQRPLFLPSDFWRIWRXULVPLQ6/2DGMXVWHGfor inflationINITIATIVES:•,GHQWLI\DQGGHYHORS%2/'SDUWQHUVKLSVWKDWJHQHUDWHRYHUQLJKWVWD\V• Create a partnership management plan usingPHDVXUDEOH JRDOV WKDW DUH LQ OLQH ZLWK RXU 7%,'MissionIMPERATIVE 4Ensure Organizational Excellence7KH7%,'ZLOOVWULYHWRFRQVLVWHQWO\EHFRPHVWURQJHUDQGPRUHHI¿FLHQWWREHWWHUVHUYHRXUFRQVWLWXHQWVOBJECTIVES:•*URZWKLQPHPEHUQHZVOHWWHURSHQUDWHV•*URZWKLQVWDNHKROGHUVDWLVIDFWLRQVFRUHRQVXUYH\INITIATIVES:•'HYHORSDQRUJDQL]DWLRQDOUHVLOLHQFHSODQ•(VWDEOLVK DQG GRFXPHQW D SURFHVV WR H[HFXWHHYDOXDWHDQGWUDFNVWUDWHJLFSODQ•,GHQWLI\RSSRUWXQLWLHVWRVWUHDPOLQHJRYHUQDQFHDQGOHYHUDJHFRQVWLWXHQF\RI7%,'STRATEGIC FOCUSSan Luis Obispo TBID 2019–202 Strategic Plan7San Luis Obispo TBID 2019–2023 Strategic Plan6Page 34 of 189 _FRUDJJLRJURXSFRP Page 35 of 189 Page 36 of 189 4VSTSWIH1EVOIXMRK'SRXVEGX&YHKIX%PPSGEXMSR*=1E]`7038&-(&SEVH1IIXMRKPage 37 of 189 'SRƻHIRXMEP-RXIPPIGXYEPTVSTIVX]SJ2SFPI7XYHMSW%KIRHE*=8&-(4VSKVEQ&YHKIX 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SZIVXLIRI\XQSRXLWż%GGSQQSHEXI2SFPIVEXIMRGVIEWIMRż6IGSQQIRHMRKE MRGVIEWIMRXLI1EVOIXMRK'SRXVEGX&YHKIXJSV*=Ɣ'SRXMRYIH1SQIRXYQż*=[MPPFIHIHMGEXIHXSFYMPHMRKJVSQXLIWXVSRKFVERHJSYRHEXMSR[IƅZIHIZIPSTIHXSKIXLIVERHMXIVEXMRKFEWIHSRTIVJSVQERGIMRWMKLXWMRSVHIVXSMRGVIEWIHIWXMREXMSRVIGSZIV]ƈLIEVXWMRFIHWƉERHFYMPHMRKQMH[IIOż&YHKIX[MPPWYTTSVXXLIWXVEXIKMGERHEKMPIQEVOIXMRKXEGXMGWMHIRXMƻIH[MXLMRXLI*=1EVOIXMRK4PER;L X P M J%HHMXM P F H X X J PƻPP XL O XM FN XM P*=&YHKIX`6IGSQQIRHEXMSR7SYVGIW(IPSMXXI'137YVZI]`*SVFIWPage 40 of 189 'SRƻHIRXMEP-RXIPPIGXYEPTVSTIVX]SJ2SFPI7XYHMSW6IGSQQIRHIH%KIRG]7IVZMGIW&VIEOHS[RPage 41 of 189 'SRƻHIRXMEP-RXIPPIGXYEPTVSTIVX]SJ2SFPI7XYHMSW&YHKIX&VIEOHS[R%KIRG]*IIW4IVJSVQERGI1EVOIXMRK7)3 4EMH1IHME1EREKIQIRX %GGSYRX7XVEXIK]1EREKIQIRX 1IIXMRKW 'VIEXMZI7IVZMGIW 46('- &PSKW )QEMP ;IF1EMRXIRERGI +%%HSTXMSR2% 838%0%KIRG]*IIW3XLIV'SWXW4EMH1IHME .SYVREPMWX*%18VEZIP*IIW4VMRX%HW'SSTW8IGLRSPSK]*IIW838%0'SWXW9TXS8SXEP'SRXVEGX!Page 42 of 189 'SRƻHIRXMEP-RXIPPIGXYEPTVSTIVX]SJ2SFPI7XYHMSW'SSTWERH4VMRX4PEGIQIRXWƔ:MWMX703'%0:MWMXSVW+YMHIż*YPP4EKIƔ:MWMX'EPMJSVRME:MWMXSVW+YMHIż''8'4PEGIQIRXƔ''8'ż6IKMSREP0MWXMRK *IEXYVIH1ET4LSXS%HƔ:MWMX703(IWXMREXMSR&VSGLYVIż'IVXMƻIH*SPHIVW(MWXVMFYXMSRƔ703'LEQFIVż'LEQFIV:MWMXSVW+YMHI8SXEP%RXMGMTEXIH'SWXW6IGSQQIRHIH&YHKIX%PPSGEXMSR9TXSOJSV'SST4VMRX4PEGIQIRXWXSEGGSYRXJSVER]VEXIMRGVIEWIWYRORS[REXXLMWXMQI Page 43 of 189 'SRƻHIRXMEP-RXIPPIGXYEPTVSTIVX]SJ2SFPI7XYHMSW&YHKIX-XIQW2SX-RGPYHIHƔ&VERH7IRXMQIRX6IWIEVGLƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏ/Ɣ)\TERHIH)QEMP7XVEXIK]ƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏ/Ɣ&VSGLYVI4VMRXMRKƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏƏ/Page 44 of 189 Page 45 of 189 Page 46 of 189 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 Page 47 of 189 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. Page 48 of 189 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 Page 49 of 189 Page 50 of 189 May 2022Organic Social Media StrategyDate: 5/06/22Page 51 of 189 Contracted services include:●Social Media Marketing Strategy●Online Community Engagement●Content Creation and Procurement●Analysis and ReportingThe current contract is set for $8,600 per month, which will continue for the next fiscal year at a total cost of $103,200.CONTINUING WORKBadger Branding will continue to manage the City’s tourism social media accounts on Instagram, Facebook, LinkedIn, Pinterest, and others as deemed appropriate to engage the audience and grow loyalty to help encourage visits to San Luis Obispo.Page 52 of 189 An Influencer is someone who has:●The power to affect the purchasing decisions of others because of his or her authority, knowledge, position, or relationship with his or her audience.A content creator is someone who:●Creates content for digital properties, such as YouTube or Instagram. Creators consider creating content to be their career. It’s their job to create content, not to influence.Sure, creators canstill influence people, and influencers still create content. However, the difference is in the intention. An influencer’s job is to influence; a creator creates.INFLUENCER VS CONTENT CREATORPage 53 of 189 According to Social Media Industry Benchmark Reports done by Rival IQ from 2020 to 2022, Influencers have increasedtheir posting amount over the years.●In the 2020 report, influencers posted an average of 3.92 Instagram posts per week●In the 2021 report, influencers posted an average of 3.6 Instagram posts per week.●In the 2022 report, influencers posted an average of 4.47 Instagram posts per weekINFLUENCER FATIGUEInfluencer fatigue occurs when audiences get tired of seeing repetitive influencer content and it’s something the social media industry is currently experiencing. According to the reports, the Instagram engagement rates per post are as follows:●2020–1.67%●2021–1.42%●2022–1.18%Page 54 of 189 GOALOUR GOAL IS TO MAKE SURE SHARESLO IS PROMOTING QUALITY AND ENGAGING CONTENT TO OUR AUDIENCELET’S HIGHLIGHT THE COOL THINGS SHARESLO IS DOINGRATHER THAN SHOWCASING WHO SHARESLO IS HOSTINGContent would be used for:●Instagram Reels●Instagram and Facebook stories●CrowdRiff Network Stories●Paid Ads●Possible TikTok opportunity in the future Page 55 of 189 EXAMPLES:Page 56 of 189 In order to manage the Creators and execute a partnership strategy, we recommend the following allocations based on using 4-6 creators per year:●Account Management: $10,000/ year●Creator Fees: $15,000●Travel, Hotel, Restaurant accommodations while in-market are not included in this estimate.BUDGET TOTAL: $25,000BUDGETBUDGET DEPENDS ON WHO WE ENGAGE AND WHAT THEIR REQUIREMENTS AREAll contracts will include requests for original content in the form of images and videos that we can repurpose for use later in addition to a reel that they will post directly to their platforms with the ShareSLO account tagged.This will leverage their visit and get a genuine visitor’s perspective of the city.Page 57 of 189 Page 58 of 189 DRAFT Minutes – Tourism Business Improvement District Board Meeting of 06/9/2022 Pg. 1 Minutes TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Thursday, June 9, 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 June 9, 2022 at 3:00 a.m. by Chair David Smith. ROLL CALL Present: Chair David Smith and Members Clint Pearce, Pragna Patel-Mueller (left meeting at 3:45 PM), Lori Keller, and LeBren Harris (Joined at 3:10 PM) Absent: None Staff: Deputy City Manager Greg Hermann APPOINTMENT - OATH OF OFFICE City Clerk Teresa Purrington administered the Oath of Office to newly appointed Board Member Lori Keller. PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None. --End of Public Comment-- CONSENT ITEMS ACTION: MOTION BY BOARD MEMBER PEARCE SECONDED BY BOARD MEMBER HARRIS, CARRIED 4-0 (WITH BOARD MEMBER PATEL-MUELLER ABSENT) TO APPROVE THE CONSENT AGENDA ITEMS C1 THRU C7. C.1 Minutes of meetings on May 25, 2022. C.2 Smith Travel Report PEARCE 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 Page 59 of 189 DRAFT Minutes – Tourism Business Improvement District Board Meeting of 6/9/2022 Pg. 2 BUSINESS ITEMS 1. FY23 TBID PROGRAM BUDGET Deputy City Manager Greg Hermann provided an overview of the FY23 budget allocations for the TBID fund based on the revenue projections for recommendation to City Council. Public Comment None. --End of Public Comment-- ACTION: MOTION BY MEMBER PATEL-MUELLER AND SECONDED MEMBER PEARCE BY CARRIED 5-0 to recommend to the City Council to approve the FY 23 budget allocations for the TBID. 2. FY22 TBID BUDGET + FY21 FUND BALANCE Hayley Corbett, Noble Studios provided a presentation regarding expanded email marketing campaign. Public Comment Dusty Colyer-Worth --End of Public Comment-- ACTION: MOTION BY BOARD MEMBER KELLER SECONDED BY BOARD MEMBER PEARCE CARRIED 4-0 (WITH BOARD MEMBER PATEL-MUELLER ABSENT) to approve the additional fiscal year expenses from FY21 fund balance and to recommend to Council that the City Manager be authorized to utilize FY21 fund balance in FY23 at the TBID’s recommendations. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board discussed hotel activities. 2. PCC UPDATE –None. 3. VISIT SLO CAL UPDATE – None 4. TOURISM PROGRAM UPDATE – None ADJOURNMENT The meeting was adjourned at 4:46 p.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for June 22, 2022 at 10:00 a.m. held at City Hall. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX Page 60 of 189 Minutes – Promotional Coordinating Committee Meeting of April 13, 2022 Page 1 Minutes 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 Page 61 of 189 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-- ACTION: 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-- ACTION: No action was taken on this Receive and File item. Page 62 of 189 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. Page 63 of 189 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: 05/11/2022 Page 64 of 189