HomeMy WebLinkAbout08-10-2022 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission
Agenda
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
REGULAR MEETING
Wednesday, August 10, 2022 Council Hearing Room
10:00 AM 990 Palm Street
Public Comment during the meeting:
If you would like to provide public comment during the meeting you must attend in person.
Public Comment - Public comment can be submitted in the following ways:
• Mail or Email Public Comment
o Received by 8:00 AM on the day of meeting - Can be submitted via email to
advisorybodies@slocity.org or U.S. Mail to City Clerk at: 990 Palm St., San Luis
Obispo, CA 93401.
o Emails sent after 8:00 AM – Can be submitted via email to
advisorybodies@slocity.org and will be archived/distributed to members of the
Advisory Body after the meeting. Emails will not be read aloud at the meeting.
• Verbal Public Comment
o Received by 8:00 AM on the day of the meeting - Call (805) 781-7164; state and
spell your name, the agenda item number you are calling about and leave your
comment. The verbal comments must be limited to 3 minutes. All voicemails will be
forwarded to Advisory Body Members and saved as Agenda Correspondence.
Voicemails will not be played during the meeting.
All comments submitted will be placed into the administrative record of the meeting.
If you have questions, contact the office of the City Clerk at cityclerk@slocity.org or (805)
781-7100.
CALL TO ORDER Chair Clint Pearce
ROLL CALL : Chair Clint Pearce, Vice Chair LeBren Harris, Members Pragna Patel-
Mueller, Lori Keller, and Megan Taylor
PUBLIC COMMENT: At this time, people may address the Committee about items not on the
agenda. Persons wishing to speak should come forward and state their name and address.
Comments are limited to three minutes per person. Items raised at this time are generally
referred to staff and, if action by the Committee is necessary, may be scheduled for a future
meeting.
Tourism Business Improvement District Board Agenda for August 10, 2022 Page 2
CONSENT ITEMS
C.1 Minutes of Special Meetings on July 27, 2022
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Badger Branding Organic Social Report
PRESENTATIONS
1. CAL POLY ATHLETICS YEAR END REPORT 20 mins
Representatives from Cal Poly Athletics will present the end of year activity highlights from
the FY 21-22 sponsorship partnership.
2. VISIT CALIFORNIA LUXURY FORUM 10 mins
Visit SLO CAL will present information on the Visit California Luxury Forum taking place
October 23 - 26, 2022 throughout SLO CAL.
3. BRAND CAMPAIGN EVOLUTION PLAN 30 mins
Agency representatives from Noble Studios will present the plan to evolve the brand
campaign based on the brand research findings and campaign performance insights, as
was identified in the adopted FY 22-24 SLO TBID Strategic Business and Marketing Plan.
BUSINESS ITEMS
1. VISIT CALIFORNIA MEDIA MISSION PARTICIPATION 15 mins
Staff will present the participation opportunity with Visit California for the Pacific Northwest
Media Mission.
2. FY 21-22 TBID ANNUAL REPORT PREPARATION AND TIMELINE 10 mins
The Board will direct staff on development of the TBID’s written annual report to the City
Council to be presented on October 18, 2022. The Board may review the 2020-21 report as
an example of the format.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – Liaison Reports
2. PCC UPDATE – Meeting Minutes: July 13, 2022
3. VISIT SLO CAL UPDATE – Liaison Report
Tourism Business Improvement District Board Agenda for August 10, 2022 Page 3
4. TOURISM PROGRAM UPDATE – Staff Report
ADJOURNMENT
A Special Meeting of the Tourism Business Improvement District Board is scheduled for
August 24, 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 Special Meeting of 07/27/2022 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, June 27, 2022
Special Meeting of the Tourism Business Improvement District Board
CALL TO ORDER
The special meeting of the San Luis Obispo Tourism Business Improvement District Board was
called to order on June 27, 2022 at 10:06 a.m. by Vice Chair Clint Pearce with Board Member
Keller participating remotely.
ROLL CALL
Present: Vice Chair Clint Pearce, Members LeBren Harris, Megan Taylor and Lori Keller
Absent: Member Pragna Patel-Mueller
Staff: Tourism Manager Molly Cano
PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA
Introduction of Julia Pavelko, Visitor Center Manager.
--End of Public Comment--
APPOINTMENT - OATH OF OFFICE – Megan Taylor
Deputy City Clerk Kevin Christian administered the Oath of Office to Megan Taylor.
CONSENT ITEMS
C.1 Minutes of the Special Meeting on Thursday, June 9, 2022 and minutes of the Special
Meeting on June 22, 2022
C.2 Smith Travel Report
C.3 Transient Occupancy Tax (TOT) Report
C.4 Chamber Public Relations Monthly Report
C.5 Chamber Guest Services Monthly Report
C.6 Noble Studios & DCI Marketing Monthly Report
C.7 Badger Branding Organic Social Report
C.8 Notice of Recruitment
ACTION: MOTION BY MEMBER LEBREN HARRIS AND SECONDED BY MEMBER TAYLOR
CARRIED 4-0-1 to approve the Consent Agenda Items C1 through C8.
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 7/27/2022 Pg. 2
PRESENTATIONS
1. MARKETING SERVICES ANNUAL REPORT
Hayley Corbett, Danni Winter and Gabbi Hall from Noble Studios and Elizabeth Borsting DCI
presented the Q4 and end of year activity highlights and results data for the 2021 -22
marketing agency contracted work.
ACTION: This item was received and filed.
2. CONTENT MARKETING ANNUAL REPORT
Badger Branding presented the Q4 and the end of year activity highlights and results data
for the 2021-22 content marketing contracted work.
ACTION: This item was received and filed.
3. PUBLIC RELATIONS & GUEST SERVICES ANNUAL REPORT
Jim Dantona, Hollie West and Dusty Colyer-Worth of San Luis Obispo Chamber of
Commerce presented the end of year activity highlights and results data for the 2021-22
Guest Services and Public Relations contracted work.
ACTION: This item was received and filed.
.
BUSINESS ITEMS
1. TBID BOARD APPOINTMENTS
The Board will discussed the vacancies in the TBID Board Chair, Vice Chair and PCC
liaison roles and the responsibilities for the members who take the roles.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY MEMBER TAYLOR
CARRIED 4-0-1 to appoint Vice Chair Pearce as Chair, Member LeBren-Harris as Vice
Chair and Chair Pearce as PCC Liaison.
2. SUMMER MIDWEEKEND PROMOTION UPDATE
Tourism Manager Cano updated the Board in on the status of the Midweekend Summer
promotion and consider additional budget allocation.
Public Comment
None.
--End of Public Comment--
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 7/27/2022 Pg. 3
ACTION: MOTION BY VICE CHAIR LEBREN-HARRIS AND SECONDED MEMBER
KELLER BY CARRIED 4-0-1 to approve increasing the budget by $13,000 from the fund
balance for the promotion qualifications.
3. VISIT SLO BRAND BOOK
Hayley Corbett, B.C. LeDoux, Gabbi Hall and Razib Hossain, from Noble Studios presented
the Visit San Luis Obispo Brand Book for the Board's review and a doption.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER TAYLOR AND SECONDED BY MEMBER KELLER
CARRIED 4-0-1 to approve the Visit San Luis Obispo Brand Book.
4. WEBSITE REDESIGN PROJECT
Hayley Corbett and Gabbi Hall from Noble Studios presented the website audit findings and
recommendation for the Board's review and consideration as follow up from the April Board
meeting.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER LEBREN-HARRIS AND SECONDED BY MEMBER
TAYLOR CARRIED 4-0-1 to approve the allocation of $200,000 plus the contingency of
$20,000 if needed for the website redesign project with Noble Studios.
ADJOURNMENT
The meeting was adjourned at 12:11 p.m. The next Tourism Business Improvement District Board
Regular meeting is scheduled for August 10, 2022 at 10:00 a.m. held at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX
July 2022
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 63.97 75.19 67.18
192.60 213.97 199.44
123.22 160.87 133.98
-4.41 -6.01 -4.93
12.47 9.91 11.53
7.52 3.30 6.03
City of Paso Robles 76.26 81.10 77.64 162.50 250.24 188.69 123.92 202.95 146.50 -0.73 -8.72 -3.26 0.93 0.20 -0.20 0.19 -8.54 -3.46
City of Pismo Beach 74.37 85.30 77.49 307.53 361.15 324.39 228.70 308.06 251.38 -9.13 -6.24 -8.24 2.80 -5.74 -0.19 -6.59 -11.63 -8.42
City of San Luis Obispo 72.18 87.20 76.47 201.56 276.44 225.96 145.50 241.05 172.80 -5.79 -4.89 -5.50 1.23 0.54 1.03 -4.63 -4.37 -4.53
City of Morro Bay 71.69 85.12 75.52 208.64 264.57 226.65 149.57 225.19 171.17 -8.40 -7.32 -8.05 4.77 -3.73 1.49 -4.03 -10.78 -6.68
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 74.06 80.74 75.97
199.46 222.05 206.32
147.72 179.29 156.74
5.36 -1.16 3.29
20.85 10.49 16.93
27.33 9.21 20.78
City of Paso Robles 77.42 86.01 79.87 148.04 244.28 177.65 114.62 210.10 141.90 -5.03 -4.46 -4.86 -3.01 -5.01 -3.79 -7.89 -9.25 -8.47
City of Pismo Beach 79.40 90.22 82.49 250.91 373.37 289.18 199.22 336.87 238.55 -2.16 -0.47 -1.64 -3.48 -5.32 -4.07 -5.56 -5.76 -5.64
City of San Luis Obispo 79.90 90.55 82.95 188.64 284.61 218.57 150.73 257.72 181.30 1.56 -1.54 0.57 1.55 1.64 1.29 3.13 0.08 1.87
City of Morro Bay 76.25 89.36 80.00 180.87 273.11 210.31 137.91 244.05 168.24 -5.29 0.12 -3.62 1.16 -3.24 -0.13 -4.19 -3.12 -3.75
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 76.09 82.76 78.00
204.91 234.13 213.77
155.92 193.76 166.73
6.32 -0.25 4.24
21.44 13.40 18.31
29.12 13.12 23.33
City of Paso Robles 84.28 94.38 87.16 181.28 318.18 223.63 152.78 300.28 194.92 6.04 3.54 5.25 10.52 13.95 11.67 17.20 17.20 17.54
City of Pismo Beach 84.29 90.79 86.15 258.31 398.59 300.55 217.73 361.90 258.92 1.58 -0.02 1.09 -5.06 0.96 -2.87 -3.56 -3.56 -1.81
City of San Luis Obispo 83.94 93.41 86.64 193.96 301.71 227.15 162.81 281.83 196.81 1.80 3.34 2.27 1.00 2.37 1.71 2.82 2.82 4.01
City of Morro Bay 83.44 91.57 85.76 189.41 289.66 219.99 158.05 265.23 188.67 1.94 1.65 1.85 3.43 -0.31 1.86 5.43 5.43 3.75
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
WD WE Total
California 76.05 83.45 78.16 201.07 228.10 209.31 152.91 190.35 163.61 5.31 1.53 4.12 16.05 9.07 13.46 22.21 10.73 18.14
City of Paso Robles 82.04 87.72 83.67 204.62 285.97 228.99 167.88 250.86 191.59 3.46 -4.69 0.87 18.11 0.17 9.65 22.19 -4.54 10.61
City of Pismo Beach 85.25 90.22 86.67 267.86 394.78 305.61 228.36 356.18 264.88 4.73 1.89 3.87 -3.56 -5.08 -4.39 1.01 -3.29 -0.69
City of San Luis Obispo 84.10 91.64 86.25 201.89 288.20 228.09 169.78 264.12 196.73 3.73 2.42 3.33 0.72 -2.34 -0.59 4.48 0.02 2.72
City of Morro Bay 83.59 89.47 85.27 196.20 281.86 221.88 164.01 252.18 189.20 1.12 1.18 1.14 4.14 -4.13 0.83 5.31 -3.00 1.98
For the Week of July 24, 2022 to
July 30, 2022
For the Week of July 17, 2022 to
July 23, 2022
For the Week of July 10, 2022 to
July 16, 2022
For the Week of July 03, 2022 to
July 09, 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$ 909,549$ 119.7%
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$ 1,100,000$ 112.9%
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$ 10,583,480$ 152.8%
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 65.9 63.9 -3.0%181.84 197.13 8.4%119.81 125.94 5.1%
June 76.0 76.8 1.1%203.39 220.40 8.4%154.53 169.19 9.5%
Total/Average 58.13 66.98 0.18 157.43 195.36 0.25 93.77 132.57 0.49 Updated: 8/4/2022
Occupancy ADR RevPAR*Figures from Smith Travel
Research Report
TOT Comparison
Report to City of SLO – TBID and PCC
Public Relations Contract
July 2022
PR ACTIVITY
Implementation/Proactive Work
Hosted journalist Kathy Condon in partnership with Cab Collective
Hosted LA Times journalist Brian Clark's visit in partnership with DCI
Continued pitching the TBID's Midweekend promotion release to media
Vetted Most Wanted Media List with DCI
Begin planning for journalist Michael Higgins upcoming visit in partnership with SLO Coast Wine
Launched Foothill District Neighborhood map in partnership with Badger Branding
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
Continued planning visit for freelancer Chelsea Davis writing for Forbes
Partnerships
Met with Highway One Discovery Routes's new public relations team member Kirstin Koszorus
Pitched Midweekender Promotion, "California Wine Month" and "Acoustic Autumn" story ideas to Visit California
PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF
FORBES The Rise Of Biohacking Spa Treatments 24,220,000.00 $27,853.00 Cultural MEDIA HOSTING W/DCI
VISIT CALIFORNIA Diversity Across California's Tourism Businesses 1,000.00 -Cultural PROACTIVE PITCHING
MSN Epic Family Weekend In San Luis Obispo County 67,150,000.00 $15,444.86 Family
WORLD ATLAS The Best Small Towns To Retire In California 1,300,000.00 $298.23 Cultural
KSBY SLO tourism officials paying cash for mid-week hotel stays 139,000.00 $31.97 Support Local
NEW TIMES Festival Mozaic starts on July 23 with concerts, wine tastings, lectures, and more 41,000.00 $9.32 Cultural
KCBX Concerts in the Plaza celebrates 26th season in Downtown SLO 7,000.00 $1.68 Family
KSBY Central Coast Renaissance Festival Returns to San Luis Obispo 139,000.00 $31.97 Cultural
MARKET WATCH Collection-Worthy Wines With a Story 13,950,000.00 $3,209.35 Beer/Wine
MATADOR NETWORK 10 of the Quirkiest Hotels You Can Stay at in California 793,000.00 $638.73 Cultural
INDEPENDENT IRELAND SLO Living In Sunny California Leaves You Wanting S'more 818,000.00 -Outdoor
HER CAMPUS A Weekend In SLO 472,000.00 $108.49 Cal Poly
MONTREAL GAZETTE An Awe-Inspiring Visit to California's Redwoods 390,000.00 $448.40 Outdoor
WEDDING CHICKS Rustic Ranch Meets Golden Hour Glamour at this Intimate $45,000 San Luis Obispo Wedding 53,000.00 $12.22 Beer/Wine
WINE COUNTRY THIS WEEK SLO Down with Stephen Ross Wine Cellars 500.00 $0.11 Beer/Wine
FARM BUREAU A Look Into Sustainable Agriculture 350.00 -Sustainability
TOTALS
16 109,473,850.00 $48,088.33
TOTAL YTD
Report to City of SLO – TBID
Guest Services Contract
July 2022
Response to TBID Advertising Week
1
Week
2
Week
3
Week
4
July
2021
July
2022
Calls to
1-877-SLO-TOWN
31 37 34 28 131 130
Hotel Availability Tracker
Week
1
Week
2
Week
3
Week
4
July
2021
July
2022
Email Response 23 25 25 24 105 97
Phone Calls to
Hotels
112 98 96 91 372 397
Hotel Referrals
Week
1
Week
2
Week
3
Week
4
July
2021
July
2022
Visitors Served
(walk-ins)
1,469 1,758 1,899 1,751 6,471 6,877
Guests Served
(via phone and
digitally)
319 472 402 353 1,559 1,546
Hotel Rooms
Referred
336 499 405 387 1,574 1,627
Agency Report · July 2022
SLO-TBID
Agency Repor t
July Activity & Performance
What’s Ahead:
●Quarterly Marketing Plan FY22-23:
Copy of July-Sept Visit SLO - 30/60/90 Marketing Plan - FY22-23
Paid Media
Paid search drove 37,131 impressions (a 5% increase PoP), 6,795 clicks (a 15% increase PoP), a
18.30% CTR and 7,482 sessions (15% increase PoP)while driving 84 Book Now Conversions,
1,259 hotel referrals and 18 homestay referrals at 1% increase in cost.
Paid social drove 1,244,911 impressions, 345,536 users reached and 12,971 clicks across
Facebook, Instagram and Pinterest with a 1.09% CTR for FB/Insta (a 6% decrease PoP) and .35%
on Pinterest (a 9% increase PoP)for 5,167 sessions (a 85% increase PoP)while driving 10 Book
Now referrals, 8 things to do referrals and 131 hotel referrals at a 82% increase in cost.
Display drove 1,515,538 impressions, 7,987 clicks,a .53% CTR (a 61% increase PoP) and 5,293
sessions while driving 71 hotel referrals, 2 things to do referrals and 1 Book Now conversion at a
78% increase in cost with midweekend spend.
Discovery drove 158,557 impressions, 2,266 clicks,a 1.43% CTR and 1,145 sessions while driving
35 hotel referrals and 8 Book Now conversions.
TikTok drove 635,189 impressions, 6,133 clicks, a .97% CTR and 1,693 sessions while driving no
hotel referrals.This channel has a 95.75% bounce rate and 1.05 pages per session.
●Proactively monitored and optimized paid media placements ($31,791.49 spend)
●Launched Midweekend paid promotion
●Monitored TikTok
Email Marketing
In July, our email outreach focused on the MidWeekend campaign, which received 8,954 unique
opens (31.7% CR) and 521 unique clicks (1.8%). Most clicks were to the MidWeekend campaign
2
landing page, gaining 665 clicks in total meaning that many people clicked the link twice. There was
some interaction with the blog post on reasons to visit during the MidWeekend with 122 clicks.
Search Engine Optimization (SEO) & Content Creation
Organic search traffic increased 9% period-over-period and decreased 1% year-over-year. Organic
hotel partner referrals increased 81% (526 vs 291), Book Now decreased 9% (84 vs 92) and
Homestay referrals decreased 72% (11 vs 39) year-over-year (July 1-31, 2022 vs July 1-31, 2021). We
saw a 12% increase in Avg Session Duration, a 3% decrease in bounce rate and a 4% increase in
pages per session PoP and 1% decrease in sessions, 1% increase in bounce rate, 11% decrease in
pages/session and a 9% decrease in avg. session duration YoY for organic search.
Overall keyword rankings on the search engine results page decreased 2% in July, compared to the
previous period. In July, we saw additional positive PoP growth for many of the pages we have
optimized including: a 40% increase to the Movie Theaters page, a 9% increase to Downtown SLO, a
101% increase to Hotels page, a 382% to Downtown SLO, 16% increase to Events page, a 29%
increase to the Farmers Market page, 26% increase to Shopping page and 40% increase to Hiking
page.
●SEO Optimizations created:
○Page Optimization: SLO Swim Center and Sinsheimer Pool
○Page Optimization: Girls Weekend Getaway
○Net New Page: Downtown SLO Hotels
●Technical Fixes: Fix broken internal links (6) / pages with 4xx status code (5), pages with
duplicate meta descriptions (2)
Blog Posts (2 per month)
Completed:
●Blog #1: Top Reasons to Visit & Stay the Night in SLO This Summer
●Blog #2: Salty and Sweet: Tips for the Best Beach Tasting in SLO
Website
The website saw a 47% increase in sessions period-over-period (July 1-31, 2022 vs May 31- June 30,
2022)and a 44% increase YoY; for a total of 57,345 sessions and 45,609 new users in July. From an
engagement perspective, bounce rate decreased by 2% and pages/session decreased by 2% and
average session duration increased by 5% PoP. The largest increases in traffic stemming from
Referral, Display and Paid Search.
●Monthly Web Maintenance Items
○WordPress and Plugin Updates
3
PR, Media, And Influencer Relations
Proactive Pitch Development:
●Wine + Wellness (In Progress)
●Food + Wine (In Progress)
●Arts + Culture (To Come)
●The Art of SLO (To Come)
Ongoing Media Conversations:
●AFAR, Mark Ellwood, Where to Go in November 2022
●AAA Magazine, Theresa Medoff, Destinations with leading-edge sustainability practices
●AAA World, Sucheta Rawal, Best Biking Cities in the US
●Family Vacationist, Sheryl Nance Nash, Best Family Resorts in California
●Garden Destinations, Beverly Hurley, Hotels with, Gardens, Beehives and Farm-To-Table
●The New York Times, David Gelles, SLO Sustainability
●The Scary Mommy, Deirdre Kaye, California Travel Tips
●TODAY.com, Katie Jackson, Vacations Where You Don’t Need a Car
●Wide Open Roads, Sarah Kuta, Bike-friendly wine regions in the U.S.
●Wine Enthusiast, Amy Beth Wright, Vineyards with Guest Residences
●VIA, Great Bike Tours and Trails in the West
Hosted Media Visit or Influencer Partnerships (6-9 visits/partnerships in 2022-23)
●Individual Media Visits (2-3):
○Scott Smith, Adelante Magazine (Sept 14 - 16)
●Food + Wine Group Press Trip Spring 2023 - To Come
DCI’s All Client Pitch Initiative
Proposed:(4-6 pitches throughout 2021-22)
Progress:2 In Progress: Fall Destinations (Aug 2022) and Halloween Experiences (Sept 2022)
DCI 2022-23 SLO Coverage Grid:
●https://docs.google.com/spreadsheets/d/1X5vv8eqMyV4HSLq4nod-fio_XtbqSyap54Hau1w
V7yY/edit#gid=431546394
4
July 2022
Organic Social Report
Date: 8/10/22
Page Fans: 96,760 ( 0%)
Total Posts: 18
Organic Impressions: 32,992 ( 24%)
Total Engagements: 10,058 ( 30%)
FACEBOOK
Top Posts:
Followers: 22,927 ( .8%)
Total Posts: 16
Total Impressions: 320,017 ( 22%)
(includes both organic & paid)
Total stories: 47
Average Reach per Story: 476
Total Engagements: 3,855 ( 13%)
INSTAGRAM
Top Posts:
WHAT WE WORKED ON THIS MONTH:
- Created 3 Reels
- 2 reels having over 10,000 views
-33k & 13.3k views
- 1 New Guide: Mom & Pop Spots of SLO
- Promoted MidWeekend Promotion: Most successful Reel yet
- Interactive Stories: Name that Coffee Shop & This or That Food Edition
- Highlighted Festival Mozaic Late Night Series in a Reel
- Highlighted Concerts in the Plaza
-Crowdriff Story Network Story: Summer Road Trip to SLO
- Continued to post to LinkedIn
AUGUST FOCUS:
- Continue Midweek Promotion
- Continue sharing Concerts in the Plaza content
- New Guide for IG
- Start sourcing/negotiating Content Creators
- Continue to post engaging stories
- Continue Reel creations
- New Story Network Story: Accomodations
- Post frequently to LinkedIn
-Social Giveaway
City of Slo recap 21-22
PARTNERSHIP
OBJECTIVES
review
All City of SLO - TBID benefits on the Cal Poly Athletics advertising platform link back
to fulfill your marketing objectives for the partnership. Our efforts are to generate
awareness to entice our visiting teams and fans to Visit SLO, showing the areas beauty,
small town charm, diverse activities, all to put heads in beds.
Re-Establish shareslo brand
After a years absence, the ShareSLO brand will be reintroduced to fans in and out-of-
market with an integrated digital and traditional approach in several media channels.
reach out-of-market fans
New, innovative digital reach will help ShareSLO reach out-of-market to attract visitors
and heads in beds as the brand promotes the #SLOReady messaging to Cal Poly fans.
drive team & alumni visits
MSP will pro-actively promote the city hotels through visitors guides sent to all visiting
coaches/operations personnel in the Big Sky and Big West Conferences. Additionally,
messaging can direct visits by out-of-town Alumni by emphasizing specific times of
year - Homecoming and Open House - to entice them to return to SLO.
BRAND AWARENESS
IP RIGHTS
MARKS & LOGOS
Cal Poly's most valuable asset to the partnership is the use of
its intellectual property. Fans connect with a partner through
the school and co-branding can lift affinity for a product or
ser vice significantly. (Please see next slide).
Example: The Stay & Play Sweepstake in April (slow months for
hotels) saw more than 1000 entries and 400 opt-ins to receive
more information from ShareSLO (40% return on shared email
data). This was a two-week, co-branded campaign with paid
media on the Cal Poly Athletics Facebook Page. The campaign
was target to out-of-market fans.
WHEN VIEWING CO-BRANDED ADVERTISING ASSETS, COLLEGE SPORTS FANS ARE:
ip use increases fan engagement
2x
55
4x
%33 %
Source: Learfield/Turnkey Intelligence, Intellectual Property Study, 2017
BE SEEN IN A
BI G WAY
videob oard BANNER
Prominently displayed on the large videoboard in the south
endzone, where all eyes navigate during a game, the San Luis
Obispo logo, along with the website VisitSLO.com was seen by
football and men's and women's soccer fans throughout the
fall. Re-introducing the San Luis Obispo brand in a big way,
fans from out-of-market included parents and Alumni during
Parent's and Homecoming weekends, as well as
visitors/boosters from South Dakota, Idaho, Utah, Arizona, San
Francisco, San Diego, greater Los Angeles area and
Sacramento.
Total attendance football games: 39,759
Total attendance men's and women's soccer: 24,619
COURTSIDE
ACTION
MOTT courtside
LED ROTATIONAL
Showcased in (4) fall and winter sports, the ShareSLO brand
was front-and-center to fans in Mott Athletic Center, as well as
those tuning in from out-of-market on the Cal Poly live stream
of games (ESPN+ not available as Cal Poly just received its
camera and production boards). The motion graphic was eye-
catching, with a countdown to MAKE SOME NOISE! Out-of-
market teams included: Louisville, Texas, Utah, San Diego,
Washington, greater Los Angeles, Santa Barbara, Sacramento,
Hawaii, Montana, Nevada, Denver and Arizona.
Total Winter Sports Attendance: 31,655
TAKE ME OUT TO
THE BALLGAME
BAGGETT STADIUM
OUTFIELD BANNER
Extending brand awareness into the spring and Cal Poly's most
popular sport, the large outfield San Luis Obispo sign heighten
awareness in-stadium and to out-of-market to fans watching
games in-stadium and on the ESPN+ live stream. Out-of-market
market reach included: Washington, Missouri, Oregon, Nevada, San
Jose, Boston, greater Los Angeles, San Francisco, Utah and Fresno.
Total Baseball Attendance: 57,057
reach fans di gitally
85%
25%
10 HRS 25%
50%
MORE LIKELY
MORE LIKELY
Source: YouGov Profiles+, 3.1.20 ; A College Sports fan is an adult 18+ who has interest in NCAA Division 1 football and/or basketball.
All stats compared to 18+
Source: Nielsen Total Audience Report, April 2020
ALWAYS BE PRESENT
FAN365
The City of SLO - TBID created powerful connections with fans
across websites they visit every day via Fan365, the Cal Poly re-
targeting platform. Campaigns were conducted in fall, winter and
spring and targeted to out-of-market fans. This kept the San Luis
Obispo brand and VisitSLO.com web address front-and-center as
fans surfed the Internet.
Fan365 Features:
proprietary 1st party audience - fed to Cal Poly fans directly
co-branded ads - would like to see co-branded ads this coming
year to compare results
reach the right fan, at the right time with your custom message
Turnkey media activation from our team of digital marketing
experts with no hidden fees
.22% avg.
CTR
689
Clicks
306,036
Impressions Delivered
Total CAMPAI GN
HIGHLI GHTS
The overall partnership goal was to heighten the San
Luis Obispo brand after a years absense from fans and
drive traffic to the VisitSLO.com website. Fans out-of-
market were targeted in order to spur registrations and
put heads in beds.
CAMPAIGN FLIGHTS: Fall, Winter and Spring
KPI: Guaranteed 100,000 impressions each campaign
TARGET: Out-of-Market fans, primarily in the great Los
Angeles and San Francisco Bay Area
CAMPAIGNs
SPOTLIGHT
Delivered average of 102,000 impressions each campaign
Ads delivered to primary data (fans), highly targeted
Avg. CTR of .22% is 4X better than average display ad
campaign
FAN 365
ENGAGE FANS DIGITALLY
SPONSOR
OPT-INS
400
5.46%
ENGAGEMENT
RATE
TOTAL
REACH
31,519
TOTAL
IMPRESSIONS
71,924
Reach Out-of-Market fans to drive traffic to
VisitSLO.com site, heighten awareness of San Luis
Obispo and capture data for TBID email marketing
purposes. There were 1339 click thrus and 1073
entries. 76.26% conversion rate (20% above
average).
OBJECTIVE
A $500 Hotel Voucher, VIP Tickets and a Cal Poly
BlanketPRIZING
April 2022FLIGHT
San Luis Obispo Stay & PlayTITLE
SO CIAL ENGAGEMENT
DRIVE FAN EXCITEMENT
City of SLO - TBID spread awareness, drove traffic, and
captured data all year with a dynamic presence on the
official website and App of the Cal Poly Mustangs.
STRATEGIC PLACEMENTS:
GoPoly.com. and Cal Poly App
The City of SLO - TBID ads were run-of-site on both GoPoly.com
and the Cal Poly App. GoPoly.com and the App generated over
4.66 million pageviews for the 21-22 season.
GoPoly.com reached over 854,000 unique users and the Cal
Poly App has 3388 subscribers to date who use the App
throughout the year. We anticipate adding more downloads to
the App as a Rewards Program gets integrated within the App.
WEBSITE & App
EXTEND BEYOND GAMEDAY
TRAFFIC DRIVERS
REACH FANS
DIRECTLY
LIVE STREAMING COMMERCIALS
on espn+
The "SLO Ready" 30 sec. commercial aired on the new ESPN+ live streams or Cal Poly
stream during home games for football, volleyball, men's and women's basketball,
men's soccer and baseball. With the switch to the ESPN+ platform, the viewership
online jumped significantly. Since this is a new platform, reporting has not been
expedient. We are awaiting updated numbers for end of winter and spring.
Total ESPN+ Football Reach:
vs. South Dakota State: 10,359 Unique Visitors
vs. Weber State (Utah): 10,884 Unique Visitors
vs. UC Davis: 11,429 Unique Visitors
vs. Idaho State: 10,521 Unique Visitors
vs. Northern Arizona: 7333 Unique Visitors
Men's Basketball Reach (Conference Only):
6622 Average Viewers per game, 59,595 Unique Viewers in season. Highest in Big West
Women's Basketball Reach:
41,230 Unique Views, 5382 Avg. Views, 16K Views vs. Louisville (Highest in Big West)
Baseball Reach: 2410 Average Views/Game; 53,028 Unique Views over the season
visiting team
guides
tbid hotel information
sent directly to coaches
To encourage visiting teams to book stays in TBID hotels, each coach
or operations manager for football, men's and women's soccer,
men's and women's basketball, volleyball, baseball and softball
were sent an email and the TBID hotel graphic - a total of 32
coaches from around-the-country and California.
SUMMARY
SUMMARY
PARTNERSHIp
All Cal Poly Athletics marketing assets were focused on fulfilling the primar y City of SLO - TBID Objectives of heightening brand awareness of the
brand and ShareSLO, reaching out-of-market fans, driving traffic to the VisitSLO.com website and, ultimately putting heads-in-beds.
Cal Poly Athletics created hundreds of thousand digital impressions with ESPN+ Broadcasts, retargeting ads, social campaign and GoPoly.com ads.
All ads linked back to VisitSLO.com site to start fans through the discovery process and sales funnel.
The partnership dollars given to the department went back to booking TBID hotel rooms for visiting teams, officials of games and official
department visits. In all, (15) total hotels responded to RFP emails and (12) TBID hotels were booked for the season. These hotels were chosen as they
expressed interest in hosting the guests. The department will make an effort to utilize as many TBID hotels that express interest in hosting for 22-23.
Dollars not used in 21-22 will roll over to be used entirely in 22-23. We will need an updated contact list for all hotels.
To improve affinity and brand lift, we would recommend that all ads be co-branded with the inclusion of the Cal Poly logo in broadcast, digital and
social efforts. The results of the baseball social campaign showed how co-branding can lift results.
THANK YOU!
HEATHER
HELLMAN
THANK YOU FOR YOUR CONSIDERATION OF A PARTNERSHIP
WITH CAL POLY ATHLETICS
Heather Hellman
General Manager
Mustangs Sports Properties
hhellman@mustangssportsproperties.com
Phone: 805-215-8545
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 13, 2022 Page 1
Minutes - DRAFT
PROMOTIONAL COORDINATING COMMITTEE
Wednesday, July 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, July 13, 2022 at 5:30 p.m., by Chair Thomas.
ROLL CALL
Present: Chair John Thomas, and Vice Chair Samantha Welch, Committee Members
Maureen Forsberg, 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
None
--End of Public Comment--
CONSENT ITEMS
ACTION: UPON MOTION BY VICE CHAIR WELCH, SECONDED BY COMMITTEE
MEMBER WANG, CARRIED 5-0-1 (Committee Member Lori Lerian) to approve the
Consent Agenda items 1 thru 8.
C.1 Minutes of the Special Meeting on June 15, 2022
C.2 2021-22 Community Promotions Budget Report
C.3 2022-23 Community Promotions Budget Report
C.4 SLO Chamber Monthly Public Relations Report
C.5 SLO Chamber Visitor Center Report
C.6 SLO Chamber GIA Support Report
C.7 TOT Report
C.8 Cultural GIA Program: Q1 Grant Recommendation Report
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 13, 2022 Page 2
PRESENTATIONS
1. SLO Chamber FY21-22 Annual Report
Jacqui Clark-Charlesworth, and Dusty Colyer-Worth SLO Chamber presented the
Annual report and the public relations activities for the year.
Public Comment
None
--End of Public Comment--
ACTION: This item was received and filed.
2. Support Local Program
Ashlee Akers, and Allie Rohlfs, from Verdin presented the report on Support Local
Program for the year.
Public Comment
None
--End of Public Comment--
ACTION: This item was received and filed.
BUSINESS ITEMS
1. Arts and Culture Recovery Grant (ACRG) Recommendations
Chair Thomas provided an overview of the organizations who they are
recommending to receive the grants awards.
Public Comment
None
--End of Public Comment--
ACTION: UPON MOTION BY COMMITTEE MEMBER FORSBERG, SECONDED BY
COMMITTEE MEMBER WOLF, CARRIED 5-0-1 (Committee Member Lori Lerian) to
approve ACRG recipients as recommended.
2. PCC Annual Program Planning
Tourism Manager Cano presented the annual program plan and committee work program
Gannt chart.
DRAFT Minutes – Promotional Coordinating Committee Meeting of July 13, 2022 Page 3
Public Comment
None
--End of Public Comment--
ACTION: This item was received and filed.
PCC LIAISON REPORTS AND COMMUNICATION
1. GIA LIAISON REPORT
• New assignments were made for the new Grantees
2. COMMITTEE OUTREACH UPDATE
• Vice Chair Welch went to Jack’s Helping Hand event
3. TBID BOARD REPORT
• No report – Meeting cancelled.
4. TOURISM PROGRAM UPDATE
Tourism Manager Molly Cano provided a brief Tourism Program update.
ADJOURNMENT
The meeting was adjourned at 7:08 p.m. The next Regular Promotional Coordinating
Committee meeting is scheduled for Wednesday, August 10, 2022 at 5:30 p.m. at City
Hall 990 Palm Street.
APPROVED BY THE PROMOTIONAL COORDINATING COMMITTEE: XX/XX/2022