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Home My WebLink About09-14-2022 TBID Agenda PacketCity of San Luis Obispo, Agenda, Planning Commission Agenda TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD REGULAR MEETING Wednesday, September 14, 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, Megan Taylor, Lydia Bates and Prashant Patel. 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. APPOINTMENT - OATH OF OFFICE Lydia Bates and Prashant Patel, appointed by the City Council on September 6, 2022, will take the oath of office to serve on the TBID Board. DRAFT Minutes – Tourism Business Improvement District Board Special Meeting of 08/10/2022 Pg. 1 Minutes TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, August 10, 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 August 10, 2022 at 10:06 a.m. by Chair Clint Pearce. ROLL CALL Present: Chair Clint Pearce, Vice Chair LeBren Harris, Members Megan Taylor and Lori Keller Absent: Member Pragna Patel-Mueller Staff: Tourism Manager Molly Cano PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- CONSENT ITEMS C.1 Minutes of the Special Meeting 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 ACTION: MOTION BY VICE CHAIR LEBREN HARRIS AND SECONDED BY MEMBER TAYLOR CARRIED 4-0-1 to approve the Consent Agenda Items C1 through C8. PRESENTATIONS 1. CAL POLY ATHLETICS YEAR END REPORT Heather Hellman, Cal Poly Athletics and Ashleigh Horstmann presented the end of year activity highlights for the 2021-22 sponsorship partnership. ACTION: This item was received and filed. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/10/2022 Pg. 2 2. VISIT CALIFORNIA LUXURY FORUM Cathy Cartier, Visit SLO CAL presented information on the Visit California Luxury Forum taking place October 23 - 26, 2022 throughout SLO CAL. ACTION: This item was received and filed. 3. BRAND CAMPAIGN EVOLUTION PLAN Hayley Corbett, Gabbi Hall 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. ACTION: This item was received and filed. . BUSINESS ITEMS 1. VISIT CALIFORNIA MEDIA MISSION PARTICIPATION Molly Cano, Tourism Manager presented the participation opportunity with Visit California for the Pacific Northwest Media Mission. Public Comment None. --End of Public Comment-- ACTION: MOTION BY VICE CHAIR LEBREN-HARRIS AND SECONDED BY MEMBER TAYLOR CARRIED 4-0-1 to approve the budget allocation of up to $7500 from the tradeshow budget for the full opportunity. 1. FY 21-22 TBID ANNUAL REPORT PREPARATION AND TIMELINE Tourism Manager Cano presented the proposed format for the TBID’s written annual report and visual sizzle reel to the City Council to be presented on October 18, 2022. Public Comment None. --End of Public Comment-- ACTION: By consensus the Board directed to maintain subject areas and simplify the sizzle reel. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – The Board will reassign the liaison property list at the next meeting. 2. PCC UPDATE – No update as the PCC meeting was cancelled. 3. VISIT SLO CAL UPDATE – Chair Pearce provide an update. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/10/2022 Pg. 3 4. TOURISM PROGRAM UPDATE – Molly Cano, Tourism Manager provided an update on the Tourism program. ADJOURNMENT The meeting was adjourned at 11:40 a.m. The next Tourism Business Improvement District Board special meeting is scheduled for August 24, 2022 at 10:00 a.m. held at The Kinney. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX DRAFT Minutes – Tourism Business Improvement District Board Special Meeting of 08/24/2022 Pg. 1 Minutes TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD Wednesday, August 24, 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 August 24, 2022 at 10:06 a.m. by Chair Clint Pearce. ROLL CALL Present: Chair Clint Pearce, Vice Chair LeBren Harris, Members Megan Taylor, Pragna Patel- Mueller and Lori Keller Absent: None Staff: Tourism Manager Molly Cano PUBLIC COMMENT ON ITEMS NOT ON THE AGENDA None --End of Public Comment-- BUSINESS ITEMS 1. PAID MEDIA OPPORTUNITIES Danni Winter Noble Studios presented the details of a paid partnership opportunity with Sunset Magazine as well as the Visit California co-op for the Board's review and approval. The funding for both opportunities would come from the existing paid media budget managed by Noble Studios. Public Comment None. --End of Public Comment-- ACTION: MOTION BY MEMBER PATEL-MUELLER AND SECONDED BY VICE CHAIR HARRIS CARRIED 5-0 to approve the partnership. 2. CONTENT BRAINSTORM Gabbi Hall, Noble Studios led a brainstorming activity focused around generating content ideas for each of Visit San Luis Obispo’s primary audience segments as identified in the adopted FY22-24 SLO TBID Strategic Business & Marketing Plan. Public Comment None. DRAFT Minutes – Tourism Business Improvement District Board Meeting of 8/24/2022 Pg. 2 --End of Public Comment-- 3. SUSTAINABILITY BRAINSTORM Danni Winter, Noble Studios led a discussion on opportunities for Sustainable SLO and the Keys for Trees programs in the coming year. Public Comment None. --End of Public Comment-- ACTION: The following ideas were provided: • Look for opportunities to include the lodging properties • Explore a partner toolkit • Create promotional content around the promotion to keep it fresh • Leverage Board Liaisons for connection with hotels 4. MIDWEEKEND CONSTITUENT RELATIONS BRAINSTORM Molly Cano, Tourism Manager and Gabbi Hall, Noble Studios led the discussion on opportunities to further incentivize and improve constituent participation for future Midweekend promotional campaigns. Public Comment None. --End of Public Comment-- ACTION: The following ideas were provided: • Continue to find ways to get more properties involved • Expand the toolkit to general resources like email copy, promotion graphics are not as useful • Leverage Board Liaisons for connection with hotels ADJOURNMENT The special meeting was adjourned at 11:45 a.m. The next Tourism Business Improvement District Board Regular meeting is scheduled for September 14, 2022 at 10:00 a.m. held at City Hall. APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX SLO TBID ANNUAL REPORT 2021-2022 DRAFT Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Advisory Body . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3 Advisory Body Bylaws . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4 2021-22 Year By The Numbers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5 Strategic Plan Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 Constituent Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 Research Takeaways . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 Diversity, Equity and Inclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11 Visit San Luis Obispo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Marketing Activities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 Branding & Campaign . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .14 Website . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 SEO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Digital Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Email Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .18 Print Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19 Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .20 Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .21 Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .22 Guest Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .23 Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Strategic Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .24 Industry Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25 2021-22 Awards & Accolades . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27 Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 TOT Chart For 2021-22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 TOT Distribution For 2021-22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28 TOT Month To Month 2021-22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29 OCC Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 ADR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 REVPAR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Strategic Imperatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33 CONTENTS SLO TBID Annual Report 2021-22 - DRAFT 3 In June 2008, the City Council adopted Ordinance 1517 establishing the Tourism Business Improvement District (TBID) in the City of San Luis Obispo as requested by the local lodging industry . The assessment of two percent of gross receipts for the district became effective on October 1, 2008 and the use of funds was defined in Section 12 .42 .030 of the Municipal Code as follows: “This ordinance is made and enacted pursuant to the provisions of the Parking and Business Improvement Area Law of 1989 (Sections 36500 et . seq ., of the California Streets and Highways Code) . The purpose of forming the district as a business improvement area under the Parking and Business Improvement Area Law of 1989 is to provide revenue to defray the costs of services, activities and programs promoting tourism which will benefit the operators of hotels in the district through the promotion of scenic, recreational, cultural and other attractions in the district as a tourist destination .” The use of the assessment fund is based on the recommendation of the Tourism Business Improvement District advisory board (TBID Board) that is staffed by City of San Luis Obispo hotel owners, operators, and/or managers . The board members are appointed by the City Council and serve for an initial term of four years with the opportunity to serve a second term for a maximum of eight years . 2021-22 Tourism Business Improvement District Board BACKGROUND ADVISORY BODY NAME PROPERTY STATUS TERM CONCLUDES Clint Pearce ** * Madonna Inn Appointed May 2022 3/31/2026 David Smith* Hotel SLO Resigned June 2022 John Conner *Petit Soleil Resigned April 2022 LeBren Harris **Hampton Inn & Suites by Hilton 3/31/2025 Lori Keller Apple Farm Inn Appointed June 2022 3/31/2026 Matthew Wilkins La Cuesta Inn Resigned March 2022 3/31/2025 Megan Taylor The Kinney SLO Appointed June 2022 3/31/2024 Natalie Ward Hotel Cerro Resigned May 2022 Pragna Patel-Mueller Hotel Buena Vista 3/31/2023 Stephanie Bolles Courtyard Marriott Resigned April 2022 * Served as Chair for a portion of FY 21-22 ** Served as Vice Chair for a portion of FY 21-21 SLO TBID Annual Report 2021-22 - DRAFT 4 In addition to the governing City ordinance, the TBID Board established its advisory body bylaws and further defined its role and functions as: The functions and duties of the TBID Board shall include, but not be limited to, the following: A . Planning a comprehensive program to promote tourism to the City of San Luis Obispo and prepare an annual marketing program consistent with industry goals and objectives . B . Develop advertising and promotional programs and projects to benefit the lodging industry in San Luis Obispo . C . Present an annual assessment report to the City Council regarding the implemented promotional programs and projects . D . Perform any other lawful tasks as directed by the Council . The TBID Board meets monthly on the second Wednesday at 10 a .m . for its regular board meeting . In fiscal year 2021-22 (FY 21-22) the TBID Board began holding a monthly special meeting in addition to the regular board meeting . In total the Board met a total of 17 times for regularly scheduled monthly board meetings and special board meetings during the fiscal year, representing more than 34 volunteer hours annually per board member . ADVISORY BODY BYLAWS SLO TBID Annual Report 2021-22 - DRAFT 5 In the 2021-22 fiscal year, the City of San Luis Obispo collected a record breaking $10 .6 million dollars in transient occupancy tax (TOT) . This number represents more than a 54% increase in revenue compared to FY 20-21, when the City began to experience the initial economic recovery from the COVID-19 pandemic . The actual collected TOT revenue in FY 21-22 exceeded the City’s initial adopted budget by over $3 .4 million dollars, as well as exceeded the revised budget adopted at supplement by over $1 .5 million dollars . This contribution of TOT revenue into the City’s General Fund is one of the direct benefits from tourism for the City, as the full collection of TOT revenue is retained by the City . Separately, the TBID retains the revenue collected through the TBID special assessment of 2%, which in FY 21-22 resulted in over $2 million dollars, nearly $700,000 more than projected . The fiscal year 2021-22 occupancy for the city experienced a great increase compared to the 2020-21 fiscal year, with the average annual occupancy rate at 67% for the 2021-22 year . While this growth of 15% year-over-year illustrates the continued recovery of visitors returning to travel with overnight stays in San Luis Obispo — when compared to occupancy pre-pandemic, it is still more than 3% below the 2018-19 fiscal year when annual average occupancy for the city exceeded 70% for the year . In addition, the results of the Average Daily Rate (ADR) in San Luis Obispo continue to set record breaking trends . In 2021-22 the annual ADR was approximately $193, which is almost $38 dollars more than the previous year, and $41 dollars more than the pre- pandemic year of 2018-19 for comparison . The last key indicator used by the TBID to gauge impact is RevPAR, defined as Revenue Per Available Room . In the 2021-22 fiscal year, the annual average RevPAR was up an incredible 41% from the prior year at the rate of $132 .57 on average . While these numbers present a snapshot of the status for the lodging properties, the TBID Board also tracks the visitation into the downtown Visitor Center to represent the foot traffic . In FY 21-22 the Visitor Center served 102,000 guests, which is up by nearly 14% compared to the previous fiscal year . 2021-22 YEAR BY THE NUMBERS MEASUREMENT FY 2021-22 RESULT % CHANGE FROM FY 2020-21 TOT $10,623,916 .63 54% TBID $2,124,783 .33 54% Occupancy 67%15 .2% ADR $195 .36 24 .1% RevPAR $132 .57 41 .4% See the appendix for complete graphs (Graphs for TOT/ADR/RevPAR/OCC) SLO TBID Annual Report 2021-22 - DRAFT 6 The TBID Strategic Plan serves as one piece of the framework for the direction and decisions made by the TBID Board for the tourism program this fiscal year . As defined within the plan, the TBID continues to focus on the fulfillment of five Strategic Imperatives: • Elevate the SLO Brand and Experience • Deliver Smart Growth • Build Meaningful Partnerships • Ensure Operational Excellence • Foster Destination Resilience Each of these imperatives contain objectives and initiatives that the TBID Board strives to achieve in the life of the plan . CHECK THE APPENDIX TO VIEW THE FULL STRATEGIC PLAN MATRIX This fiscal year, the TBID Board focused on the following strategic imperatives and initiatives in the execution of the work program: Elevate the SLO Brand and Experience • Identify the core SLO identity and develop a plan to market it • Develop a TBID Destination Stewardship approach Deliver Smart Growth • Develop an approach to monitoring local sentiment related to tourism • Identify structure & budget allocation for mid-week The examples of the accomplishments pertaining to these focus areas are highlighted throughout the annual report . STRATEGIC PLAN IMPLEMENTATION SLO TBID Annual Report 2021-22 - DRAFT 7 As a commitment to the imperative to “Ensure Operational Excellence,” the TBID Board continued to support constituent relations efforts in 2021-22 . To keep the lodging constituency abreast of all TBID business, the TBID Board was assigned properties to laisse . Each board member was responsible for communication with their respective group of hotels and then asked to report their findings during the “Hotel Update” portion of each Board meeting agenda . The TBID also leveraged the outreach support of the San Luis Obispo Chamber of Commerce's contracted services to perform weekly lodging call arounds and quarterly hotel visits . This resulted in 5,538 touch points with San Luis Obispo hotels through phone calls, emails and property visits to distribute important visitor serving collateral and PPE to all lodging properties in the City of SLO . This was an 11 .5% increase in connections compared to last fiscal year . CONSTITUENT RELATIONS SLO TBID Annual Report 2021-22 - DRAFT 8 Over the past year, the TBID Board completed a variety of brand research programs through self-directed and co-op commitments . These studies helped to increase the TBID’s knowledge and ability to have specific data and valuable insights to help further guide the efforts to develop program actions . This information is increasingly important because the trends, behaviors, preferences and motivators of travelers have changed as a result of the pandemic . By investing in this research, the TBID is now better prepared to respond to those changes via adjustments to San Luis Obispo promotional strategies . The research areas included: BRAND HEALTH & EQUITY RESEARCH (FALL 2021) • This study was an analysis of the San Luis Obispo destination brand from a qualitative and quantitative perspective . • These insights and takeaways continue to guide TBID marketing efforts . SLO CAL DEI RESEARCH (SUMMER 2021) • Through this co-op with Visit SLO CAL, the TBID gained essential DEI insights that helped to implement new strategies and expand diversity within TBID-owned assets . BRAND TRACKER & LOCAL SENTIMENT (WINTER 2021/SPRING 2022) • This Brand Tracker research has allowed the TBID to set a baseline and trackable measure of sentiment towards SLO as a branded destination, among locals and prospective visitors . • TBID will continually use these baselines in order to measure progress in key areas . As a result, these findings are reflected in the 2022-24 TBID Strategic Marketing and Business Plan and serve as a guide to the approach to the TBID work moving forward . RESEARCH SLO TBID Annual Report 2021-22 - DRAFT 9 San Luis Obispo as a destination has a lot of opportunity to position itself in the competitive set, since it has low levels of brand awareness. The lack of an emotional connection through advertising has resulted in a familiarity, trial and conversion issues for overnight stays. • Takeaway: The newly established brand platform provides a successful foundation we can continue to improve upon in order to create emotional connections through the “Live the SLO Life” brand . SLO as an activities hub for a weekend getaway (or longer) is a strong message that resonates with our audience. • Takeaway: The “Homebase Away from Home” positioning, which focuses on SLO being an activities hub, is a strong messaging strategy that resonates with travelers . SLO embodies what people love about California, while avoiding much of what people dislike about it. • Takeaway: The “small-town California” positioning provides a great opportunity to highlight the variety of boutique shops, history, art, culture, restaurants, the outdoors and more that SLO has to offer within our messaging strategies . SLO has an opportunity to own the following destination features: Food & Beverage; A Happy Feel-Good Community; Ultra- convenient hiking/biking. • Takeaway: By continuing to focus on these three destination features, we can work to establish a stronger brand awareness tied to SLO’s unique destination offerings . We’ll want to emphasize Food & Beverage especially as SLO has a real opportunity to truly own this destination feature by highlighting the Farmer’s Market, the abundance of great farm-to-table restaurants and impressive wineries . RESEARCH TAKEAWAYS SLO TBID Annual Report 2021-22 - DRAFT 10 DIVERSITY, EQUITY AND INCLUSION The TBID shares in the global mission for inclusion and change . Along with partner destination marketing organizations like Visit SLO CAL, the TBID is committed to spreading the message that San Luis Obispo is a welcoming and safe destination for all . As an ally, the TBID listens and continuously reflects to fully understand that demand for more direct action so that all people can unequivocally feel welcomed here . It is in the TBID organization’s DNA to treat all persons equally, with dignity and respect, regardless of race, religion, creed, color, national origin, ancestry, age, sex, sexual orientation, gender, gender identity or disability status . The TBID is committed to sharing these values with everyone who travels to San Luis Obispo . The TBID’s commitment to advance Diversity, Equity and Inclusion within the tourism efforts was addressed in a few of the highlighted program areas this year: • EDI Audience & Asset Alignment Study in partnership with Visit SLO CAL: The study was designed to help Visit SLO CAL and the TBID identify gaps in product offerings to inform tourism development initiatives . It also provided direction to the images and messaging that will enable the TBID to effectively communicate the leisure product and invitation to these audiences . A few takeaways from the report included: The City of San Luis Obispo has a relatively high level of familiarity among diverse travelers, especially those in California . Additionally, the city is seen as safe, welcoming and tolerant by a strong majority of travelers in every segment . The destination is also seen as a place where people feel like they belong . The strongest marketing positions for the city are Small Town Charm and Dining & Drinking . • Expansion of diversity within TBID-owned marketing assets: the TBID completed an analysis of the marketing assets used for TBID promotion and based on the information resulting for the EDI study the TBID invested on the production of photo assets to support the findings . • Targeting more diverse audiences through paid media and public relations . SLO TBID Annual Report 2021-22 - DRAFT 11 SUSTAINABILITY For the TBID, being good stewards of the destination and promoting conscientious travel is a responsibility . The TBID continues to educate travelers on how to enjoy SLO responsibly by supporting the local community, protecting culture and heritage and leaving as light of an environmental footprint as possible . Although tourism will never be completely sustainable, the TBID does its part to protect and preserve beautiful San Luis Obispo . This year the TBID made new commitments to advance sustainability and climate action within the tourism efforts . A few program highlights included: • Creation of identity for the sustainability efforts of the TBID called Sustainable SLO which included sharing the Sustainable SLO message through marketing efforts including public relations and owned content . • Development of a carbon offset program in the form of Keys for Trees . Through this program 1% of the TBID’s projected revenue was directed to planting trees in San Luis Obispo as part of the Office of Sustainability and Natural Resources’ program with EcoSLO . • Promoting off-season and mid-week travel which took the form of a new TBID promotional campaign called The MidWeekend . SLO TBID Annual Report 2021-22 - DRAFT 12 VISIT SAN LUIS OBISPO Over the 13 years that the TBID has been in operation, the organization has struggled with the public-facing identity . As part of the strategic plan work to Elevate the SLO Brand and Experience, the Board undertook the effort to address this issue . Based on the findings of the research study, the opportunity for repositioning following the COVID-19 pandemic, and the new approach with the marketing agency - in the winter of FY 21-22 the TBID Board directed the marketing agency to establish a brand book to describe what the destination marketing organization stands for, how it benefits travelers and locals and why it stands out . Through this project, the Board defined the identity of the TBID from a naming standpoint within the Visit San Luis Obispo brand, the TBID organization and the San Luis Obispo destination . As a result, the TBID adopted a new approach to the identity: • The formal, public-facing name for the brand and organization is Visit San Luis Obispo . The organization should be referred to that way in all marketing materials . This helps distinguish us from Visit SLO CAL, plus the name “San Luis Obispo” is distinct, memorable and known far and wide–while “SLO” is more familiar to those within close proximity to San Luis Obispo . It’s okay to refer to us as Visit SLO in conversation and and casual non-public uses . (It's only natural!) • We are structured as a TBID (Tourism Business Improvement District), which is also how we are legally named, but that is different than our public facing brand . • Since San Luis Obispo is known as being an amazing community and university town, but is less known for being a vacation destination, it’s important that we use “Visit” on our website and marketing materials . While some destinations drop the “Visit” when marketing, for us, this will clearly signify we’re a tourism entity inviting people to come pay a visit and Live the SLO Life . SLO TBID Annual Report 2021-22 - DRAFT 13 MARKETING ACTIVITIES To ensure that the TBID's marketing programs are intercepting travelers at all stages of the traveler’s journey, the TBID's and the team of agencies utilized different marketing levers across that journey . This multi-pronged approach drove an efficient and effective conversion strategy . The SLO brand messages and the areas of opportunity were adapted to tease potential travelers across the journey . In addition, looking across the travelers’ journey also helped the TBID's incorporate and account for the fluctuations in the travel behavior . To implement the complex marketing programs, the TBID's Board and staff worked closely with the team of contractors including the marketing agency-of-record Noble Studios, PR agency DCI, the San Luis Obispo Chamber of Commerce for Public Relations and Guest Service initiatives, and the new Content Marketing contractor Badger Branding for organic social media content and management . • Aim to create brand awareness & connection • Create shareable content that inspires travel • Bring prospects to the website to encourage research and discovery about what makes the destination special and unique • Help prospective travelers plan with destination-specific content • Encourage travelers to visit key stakeholder pages to book & plan their trip SERVICES • Organic Social • Paid Social • Display Ads • Email • PR • Influencers SERVICES • Website Experience • Organic Search • Paid Search • Organic Social • Paid Social • Display Ads • 3rd Party Ads • Email • PR • Print SERVICES • Organic Search • Paid Search • Paid Social • 3rd Party Ads • Website Experience • Email SERVICES • Website Experience • Email • Organic Social SERVICES • Organic Social • Keep the conversation going to amplify our message • Utilize website to plan in-destination moments and activities • Find up-to-date safety information DREAMING PLANNING BOOKING EXPERIENCING SHARING SLO TBID Annual Report 2021-22 - DRAFT 14 POSITION (Distinctly stand out among competition) PROMISE (Clear messaging and identity that connects) PURPOSE + PERSONALITY + PRINCIPLES (United brand & culture) BRANDING & CAMPAIGN The TBID, known as Visit San Luis Obispo, manages the tourism brand for the destination of San Luis Obispo, delivering balanced growth of tourism with creativity and integrity . The Visit SLO brand supports the TBID’s initiatives to share the abundance of SLO, drive the lodging economy and serve as the voice of the TBID stakeholders . SLO TBID Annual Report 2021-22 - DRAFT 15 PURPOSE HEARTS IN BEDS If putting “heads in beds” is our business purpose, putting “hearts in beds” is our brand purpose . We live to share all that San Luis Obispo stands for so we can emotionally connect with and welcome people who will fall in love with our community in such a way that they actually become part of it, caring for it like they live here and returning time and time again . PROMISE A CHANCE TO LIVE THE SLO LIFE The “SLO Life” is a deep breath that releases life’s pressures . It’s a change of pace . It’s a fresh take . It’s a warm embrace . It’s a feeling of comfort and calm in a welcoming place filled with a special energy, connection, creativity and a wholehearted spirit . You can feel the “SLO Life” wrap its arms around you and pull you close . It’s tangible . And you’ll never want to let that feeling go, so you live the “SLO Life” to its fullest while you’re here and take a piece of it with you when you head back home . POSITION HOMEBASE AWAY FROM HOME You don’t just visit SLO on vacation, you become part of our community and culture, an honorary local . The welcoming waves hello, neighborly nods and small-town California charm instantly make you feel comfortable and allow you to start living the “SLO Life .” As you immerse yourself in our city, you bond with it and start to feel a sense of belonging that blends with the beauty of life’s stresses being released because you’re away–it truly feels like a home away from home . And with the beaches, iconic sites and stunning beauty of the world-class Central Coast nearby, it’s also an incredible homebase during your vacation . SLO is the ideal homebase away from home . SLO TBID Annual Report 2021-22 - DRAFT 16 In FY 21-22, the new brand platform gave rise to the brand line, “Live the SLO Life”—a call to action to not just visit, but embrace the bright, laid-back, welcoming, progressive and fresh lifestyle of San Luis Obispo . For the TBID’s brand campaign, it was important that the brand was flexible enough to allow for crafted messaging to align with our target audiences and their unique interests in things like outdoor adventure, wine and family vacations . With this foundation in place, a fully integrated marketing campaign was launched in October 2021 with a friendly invitation to new and returning visitors to, “Say Hello to the SLO Life .” BRANDING & CAMPAIGN SLO TBID Annual Report 2021-22 - DRAFT 17 WEBSITE SEO ↑ 51% Overall Traffic YoY ↑ 95% Organic Traffic ↑ 6% Bounce Rate ↑ 205% Organic Hotel Referrals ↑ 62% Organic Pageviews to Optimized Pages ↑ 51% New Users YoY ↑ 207% Things to Do Partner Referrals YoY ↑ 205% Hotel Partner Referrals YoY VisitSLO .com is the City’s official tourism website and the primary marketing tool used to represent the destination . It is designed mainly for consumers, but also serves the travel trade, meeting planners, TBID members and media . The website is the cornerstone of all our marketing efforts — everything flows to or from the website . Because of its paramount importance, the TBID continued to improve upon its stability and user experience throughout the year . As a result, during the FY 21-22 and through the overall marketing efforts, the website saw increased traffic as well as lodging and things to do conversions . Search Engine Optimization (SEO) ensures the relevancy and success of the TBID’s website . Build website authority to improve VisitSLO .com’s positioning and findability on search pages . By developing depth of content and optimizing existing content, VisitSLO . com saw increased organic traffic to optimized pages and encouraged users to engage with the website by improving user experience . SLO TBID Annual Report 2021-22 - DRAFT 18 DIGITAL MEDIA The digital media efforts in FY 21-22 were focused on driving overnight stays . Using up-to-date research surrounding traveler sentiment, media consumption patterns, and booking behavior as a guide, the media was continually evaluated and shifted . The goals were to: • Deliver a paid media strategy that focuses on converting potential travelers with lower funnel tactics . • Strategically manage spend to be efficient and effective to maximize the budget . As a result, when compared to the same channels in FY 20-21, VisitSLO .com saw growth in awareness, traffic and engagement with a 39% increase in budget . This year, the TBID also introduced TripAdvisor, Connected TV and paid advertisements on TikTok as channels into the digital media mix . ↑ 20% Paid Traffic YoY 30.9 MIL Paid Impressions 13.20% Paid Search CTR Benchmark 4 .68% 0.99% Paid Social CTR Benchmark 0 .90% ↑ 241% Paid Homestay Referrals YoY ↑ 207% Paid Hotel Referral YoY EMAIL MARKETING The TBID continued to utilize email marketing activities through the newsletter to communicate regularly with potential visitors on activities in SLO to build brand loyalty and encourage repeat visitation and an extended length of stay . Send timely and relevant newsletters to Visit SLO subscribers to keep San Luis Obispo top of mind as a destination and keep them educated on the changing travel landscape in the city . As a result, the TBID saw increases in open rate and click rate in the emails sent this year which is attributed to A/B testing, and more personally relevant and engaging emails . ↑ 30% Avg . Newsletter Open Rate ↑ 2% Avg . Click Rate 11 General newsletters sent 17 Emails sent in total SLO TBID Annual Report 2021-22 - DRAFT 19 PRINT ADVERTISING Limited print advertising placements were continued in the TBID’s media mix for FY 21-22 . Traditional print campaigns are an important tool to reach niche market visitors primarily in the mature demographic and to reinforce travel inspiration while building brand awareness for the destination . Placements Included: • Visit SLO CAL Visitors Guide • SLO Chamber Visitors Guide • Cal Poly Program Ad & Visiting Teams Guide • Central Coast Tourism Council Map • SLO Life Journal HELP KEEP OUR HILLS GREEN & SKIES CLEAN SLO LIFE TIP #23 Every hotel night booked in SLO gets us one step closer to our city’s goal of being carbon neutral by 2035. Did you know that Visit San Luis Obispo’s Keys for Trees program donates a portion of all local hotel room charges to plant trees in our community? This is one of the ways SLO visitors can travel sustainably and help support our city’s vision to be carbon neutral by 2035. Learn about our goal to plant 10,000 trees and our other sustainable tourism initiatives at VisitSLO.com/Sustainable-SLO Book your stay at VisitSLO.com/Find-a-Hotel WE’RE SAN LUIS OBISPO. THINGS TO DO The city of San Luis Obispo and the surrounding region stun 365 days a year. The good times roll year round in Mustang Country. When you’re not on the field or the court, there’s so much to enjoy: • Find local goods and enjoy live entertainment at the Downtown SLO Thursday Night Farmers’ Market • Explore historical sites like Hearst Castle and Mission San Luis Obispo de Tolosa • Taste libations from more than 250 wineries across the county • Go beach tasting at iconic California beaches • Have a slice of pink champagne cake at the Madonna Inn • Hike and bike around the Nine Sisters • Catch a show at the Fremont Theater 1-877-SLO-TOWN • VisitSLO.com Follow us: @ShareSLO QEAP Terrace Hill Lucy’s Coffee Ginos Pizza Bubblegum Alley Downtown SLO Farmers’ Market But you can call us SLO. We’re small-town California with big-time charm. And, of course, we’re home to the Cal Poly Mustangs. We can’t wait to welcome your team! Located between San Francisco and Los Angeles, San Luis Obispo sets itself apart as the ultimate homebase for exploring California’s Central Coast. It’s the perfect place to lay your head after a long day of athletic competition, exploration, celebration and more. To get here, take Highway 1 or 101—we’re right off the road whether you’re coming from north or south. We’re also easily accessible if you need to fly in. San Luis Obispo Regional Airport puts you just 10 minutes from Cal Poly. SLO TBID Annual Report 2021-22 - DRAFT 20 SOCIAL MEDIA The goal of the TBID’s social media channels — ShareSLO — is to continue to engage locals and visitors alike while optimizing the TBID’s efforts and further establishing a clear value to follow ShareSLO on organic social media . As a new direction in FY 21-22, the TBID retained a new contractor, Badger Branding, to specialize in this work effort . Some of the dedicated highlighted work included: • Increased video content via Instagram Reels resulting in over 157,000 views • Maintained consistent story posting/sharing tagged stories • Continued use of user generated content via CrowdRiff • Increased giveaways on Instagram • Created four Guides on Instagram: SLO Hikes, SLO Coast Wine Region, SLO Sweet Treats, Coastal BBQ • Changed look and content of Instagram Highlights • Phased out Twitter platform • Created LinkedIn Profile QEAC Visit San Luis Obispo Social Media Channels SLO TBID Annual Report 2021-22 - DRAFT 21 PUBLIC RELATIONS In FY 21-22, the TBID continued the approach to Public Relations contract efforts which included a joint contract between the TBID and Promotional Coordinating Committee (PCC) with the San Luis Obispo Chamber of Commerce for Public Relations efforts, plus the TBID continued with the national Public Relations agency, DCI . On behalf of the City’s Community Promotions program, the SLO Chamber is responsible for establishing professional relationships with media outlets and journalists in various markets to build and maintain awareness of San Luis Obispo as a travel destination . Then to further expand the proactive destination Public Relations efforts, DCI is responsible for national media relations and influencer management . In the spirit of building a resilient program and through the cooperative effort, the TBID established a Most Wanted Media List that will continued to be used to target top tier media and influencers to tell the unique stories that SLO can offer which were also defined through the development of the TBID’s Story Idea database . The City’s core values of sustainability and DEI are both lead focuses in that work . The goal for PR in FY 21-22 was to curate foundational aspirational content to keep people inspired and excited about travel, generating and securing media leads for the City of SLO that speak to our targeted audiences — including drive markets — and building and strengthening relationships with target media and digital influencers who are the catalyst to generating awareness of the destination and its diverse experiences . As an indicator of the going COVID-19 recovery, in April 2022 the TBID hosted the first media group familiarization or press trip (FAM) since before the start of the pandemic . The FAM included five media representatives invited to San Luis Obispo for four-days to experience the destination and write stories related to sustainable travel in SLO . The journalists represented publications like SmarterTravel, Travel Noire, The Daily Beast, TravelAwaits, and TravelPulse . Within a month of the trip every journalist published at least one story related to the trip . Overall, as a result of the overall Public Relations efforts, in FY 21-22 San Luis Obispo received over 270 mentions in media articles, of which 91 placements were attributed to the proactive work . Top media coverage included: the Los Angeles Times, Forbes and CNN Travel . 643 MIL Circulation 25 MIL Media Impressions $5.9 MIL Ad Equivalency 606/910 Qualitative Score 91 Total Number of Placements 22 OUTLETS 29% MWM List Penetration SLO TBID Annual Report 2021-22 - DRAFT 22 PROMOTIONS In FY 21-22 and with the recovery of the travel landscape, the TBID reintroduced the concept of seasonal promotional campaigns into the marketing mix . The purpose of the promotions is to drive visitation during a targeted need time by incentivizing the traveler to book in San Luis Obispo . This year the approach was to drive midweek stays which support the TBID’s strategic imperative to Deliver Smart Growth, as well as align with the destination stewardship and sustainability efforts by encouraging travel outside peak periods . The MidWeekend Why should weekends get all the fun? When you Live the SLO Life, every day feels like Saturday . We call it the MidWeekend . In the spring of 2022, the Midweekend promotional campaign was launched to help drive midweek stays in the City of San Luis Obispo . To help sweeten the deal, visitors were offered a $100 gift card bundle to use at local businesses when they booked two nights between Sunday and Thursday . The promotional campaign was integrated into the existing paid media plan with a focus on reaching our outdoor, relaxation, wine and dine and remarketing audiences in order to send potential travelers to the MidWeekend landing page to get direct access to information on the special offer . SLO TBID Annual Report 2021-22 - DRAFT 23 GUEST SERVICES Through a dedicated contract with the TBID, the San Luis Obispo Chamber of Commerce provides a suite of guest services to the TBID . In FY 21-22, the SLO Chamber was contracted for the Visitor Center to answer each call made to the TBID’s 1-877-SLO- TOWN number, which serves as a response tool to the TBID’s advertising efforts and digital presence . This creates the option for a “real person” to assist in trip planning, ensuring that travelers seeking personal guidance have a friendly, live voice to shape their experience of San Luis Obispo before even arriving . The telephone number, 1-877-SLO-TOWN, is a separate line that rings in the Chamber and is used solely to refer TBID properties and promote San Luis Obispo as a destination . During FY 21-22 nearly 1,500 calls were answered on the 1-877-SLO-TOWN line . The Guest Services also included the Live Chat widget on VisitSLO .com that received hundreds of conversations throughout the year . New this year, the Visitor Center also provided response and fulfillment for all the direct or consumer sales support . This support extended the phone and digital support which served nearly 25,000 customers in FY 21-22 . However, with this direct-to-consumer support, new information packets were created and mailed to meet the requests of over 750 potential visitors . SLO TBID Annual Report 2021-22 - DRAFT 24 EVENTS In FY 21-22, destination events began to return to San Luis Obispo . While the recovery is still in progress, the TBID Board considered the funding for these events on a case-by-case basis using the general application established in FY 19-20 . Events Sponsored: • Spartan Race in partnership with Visit SLO CAL • Roll Out the Barrels Weekend with SLO Coast Wine Collective • Funding toward the return of the in-person Sustainable AG Expo with Central Coast Vineyard Team STRATEGIC PARTNERSHIPS The TBID collaborates with numerous community partners and industry nonprofit organizations in marketing San Luis Obispo as a destination which makes the TBID more efficient in promotional activities . The TBID’s strategic partnerships allow the marketing agencies to build relationships with the organizations below, elevating the destination as a whole . Promotional opportunities with each organization give the TBID new platforms and audiences to build brand awareness . This year the TBID leveraged partnerships to share updates on destination information . In particular, the partnership with Cal Poly’s Office of Student Affairs was extremely valuable this year with the virtual presentations to Cal Poly Parents and Supporters during the virtual SLO Days . As the on-campus event returned, the TBID also participated in Mustang Family Weekend and Open House . In FY 21-22 the TBID also brought back the partnership with Cal Poly Athletics and Mustang Sports . This partnership included the sponsorship of the athletic program in exchange for marketing benefits and the hosting of the rooms using the sponsorship fee in SLO TBID properties . Top partnerships included: • SLO Coast Wine Collective • Cal Poly’s Office of Student Affairs – New Student & Transition Programs and Parent Program • Cal Poly Athletics – Mustang Sports • ECOSLO with Keys for Trees SLO TBID Annual Report 2021-22 - DRAFT 25 INDUSTRY RELATIONS CALIFORNIA HOTEL & LODGING ASSOCIATION (CHLA) The California Hotel & Lodging Association (CHLA) protects the rights and interests of the California lodging industry . Legislative advocacy, educational training, communication and cost-saving programs are provided for all segments of the industry . Through the TBID, all lodging properties in the City of SLO are members of CHLA and can utilize the services offered . In FY 21-22, CHLA continued to partner with the TBID to provide PPE for all lodging properties in San Luis Obispo . VISIT CALIFORNIA The Visit California partnership has been critical in the growth of the TBID’s brand within the California Tourism product . San Luis Obispo has received coverage through the marketing activities performed by Visit California including travel trade, press and industry outreach . Monthly submissions are uploaded to Visit California for media outreach, trade contacts and newsletter content . In FY 21-22 the TBID was also a Poppy Award Nominee . CENTRAL COAST TOURISM COUNCIL The Central Coast Tourism Council (CCTC) is an organization of tourism and hospitality professionals whose marketing efforts accomplish collectively what no single tourism entity can do alone — promote the entire California Central Coast as a destination and maximize our members’ tourism revenue . The CCTC serves as the Central Coast's voice in Sacramento, and partners with California Tourism's global marketing and advertising campaigns . The TBID is actively involved in CCTC with the Tourism Manager as the Past President and Regional Board Member . In FY 21-22, the TBID leveraged the CCTC activities through media and trade leads, blog and social presence, as well as cooperative participation marketing campaigns . The TBID also leveraged CCTC to participate in the 2021 IPW international trade conference held in Las Vegas in September 2021 . VISIT SLO CAL The TBID maintains participation with Visit SLO CAL by having a representative on the Board of Directors and the Tourism Manager on the Marketing Committee . The TBID Board leverages the partnership with Visit SLO CAL to promote San Luis Obispo on a national and international level — beyond the local and state reach the TBID’s marketing plan focuses to achieve . The TBID’s participation in Visit SLO CAL also encompasses group sales, film commission, countywide public relations and countywide special events like Restaurant Month and Wine Month, not to mention inclusion in countywide strategic planning efforts, Destination Management efforts and the renewal of the Tourism Marketing District — to name a few . The TBID also leveraged Visit SLO CAL partnership to participate in the 2022 IPW international trade conference held in Orlando in June 2022 . SLO TBID Annual Report 2021-22 - DRAFT 26 2021-22 AWARDS & ACCOLADES This year, we won several awards for our brand and campaign work done in conjunction with Noble Studios AAF RENO ADDY Gold for copywriting AAF RENO ADDY Silver for corporate social responsibility collateral (brand elements) AAF RENO ADDY Silver for online film, video and sound in a campaign COMMUNICATOR AWARDS Award of Excellence for a B2C campaign AAF RENO ADDY Silver for an online/interactive campaign HERMES CREATIVE AWARDS Gold for a social media campaign SLO TBID Annual Report 2021-22 - DRAFT 27 LOOKING AHEAD As the TBID moves into FY 22-23, the key focus areas that remain top of mind for the work of the Board in the next fiscal year: • Continued conscious approach to Diversity, Equity and Inclusion in all TBID programs • Expanded Destination Stewardship through the Sustainable SLO program for visitors • Establishing the Visit San Luis Obispo brand • VisitSLO .com redesign While these are not the only subjects that the TBID Board will be focused on, these four will influence the approach to all TBID related work efforts . In 2022-23, the Board is committed to the continued implementation of the TBID Strategic Plan and the newly adopted two-year 2022-24 TBID Strategic Marketing & Business Plan . These plans provide a foundation for building the Visit San Luis Obispo brand and establishing real tactics for consistently improving tourism in the City of San Luis Obispo now and into the future . LOOKING AHEAD SLO TBID Annual Report 2021-22 - DRAFT 28 APPENDIX TOT CHART FOR 2021-22 TOT DISTRIBUTION FOR 2021-22 12,000,000 6,000,000 4,000,000 $615,972 .30 $10,031,635 .32 0 2009-10 2010-11 2011-12 2012-13 2013-14 2013-14 2015-16 2016-17 2018-19 2019-20 2020-21 2021-222017-18 Homestay Hotel SLO TBID Annual Report 2021-22 - DRAFT 29 TOT MONTH TO MONTH 2021-22 2,000,000 1,000,000 500,000 0 July Aug .Sept .Oct .Nov .Dec .Jan .Feb .Mar .Apr .May June SLO TBID Annual Report 2021-22 - DRAFT 30 OCC MONTH TO MONTH 100 50 25 0 2019-20 2020-21 2021-22 Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov . SLO TBID Annual Report 2021-22 - DRAFT 31 ADR MONTH TO MONTH 190+ 120(Revenue $)150 90 0 2019-20 2020-21 2021-22 JuneMayApr .Mar .Feb .Jan .Dec .Nov .Oct .Sept .Aug .July SLO TBID Annual Report 2021-22 - DRAFT 32 REVPAR MONTH TO MONTH 190+ 120(Revenue $)150 90 0 2018-19 2019-20 2020-21 Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov . SLO TBID Annual Report 2021-22 - DRAFT 33 SLO TBID STRATEGIC IMPERATIVES - FY 19-24 IMPERATIVE OBJECTIVES INITIATIVES Elevate the SLO Brand and Experience • Increase visitor awareness in target markets • Increase positive visitor perception PRIORITY 1: • Integrate the City’s priorities into the execution of the TBID’s marketing strategies • Identify the core SLO identity and develop a plan to market it PRIORITY 2: • Develop a TBID Destination Stewardship approach PRIORITY 3: • Identify opportunities to influence community placemaking and destination management efforts Deliver Smart Growth • Exceed California’s RevPAR growth over FY21 baseline • Year-over-year growth in ratio of weekday to weekend occupancy PRIORITY 1: • Develop an approach to monitoring local sentiment related to tourism PRIORITY 2: • Influence the SLO conference center development plan and effort • Identify structure and budget allocation for midweek and group business PRIORITY 3: • Develop a local business travel program to drive visitation Build Meaningful Partnerships • Increase average Earned Partnership Value score over 2022 baseline • Grow economic impact of tourism in SLO by 2024, over 2017 baseline PRIORITY 3: • Identify and develop BOLD partnerships that generate overnight stays • Create a partnership management plan using measurable goals that are in line with our TBID mission Ensure Organizational Excellence • Growth in member newsletter open rates • Growth in stakeholder satisfaction score on survey PRIORITY 1: • Establish and document a process to execute, evaluate and track strategic plan PRIORITY 2: • Identify opportunities to streamline governance and leverage constituency of TBID Foster Destination Resilience • Year-over-year growth in TOT over FY21 baseline PRIORITY 1: • Implement COVID-19 Response Plan PRIORITY 2: • Document lessons learned from COVID era to feed resilience assessment PRIORITY 3: • Perform a destination resilience assessment SLO TBID Annual Report 2021-22 - DRAFT 34 August 2022 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 69.60 77.29 71.80 191.46 214.38 198.51 133.26 165.70 142.53 5.80 -0.66 3.72 10.50 4.98 8.36 16.91 4.30 12.39 City of Paso Robles 75.03 86.69 78.37 147.53 259.00 182.76 110.70 224.53 143.22 0.72 -4.78 -1.09 -2.52 -2.79 -3.37 -1.82 -7.44 -4.42 City of Pismo Beach 75.59 84.94 78.26 247.85 369.67 285.62 187.33 314.01 223.53 2.87 -2.98 0.98 -8.10 -5.52 -7.54 -5.46 -8.34 -6.64 City of San Luis Obispo 77.00 87.50 80.00 187.15 282.52 216.95 144.10 247.19 173.56 1.35 -0.47 0.77 -4.80 -3.36 -4.37 -3.52 -3.81 -3.63 City of Morro Bay 73.19 84.51 76.42 179.83 268.12 207.73 131.61 226.59 158.75 1.28 0.13 0.92 -0.29 -4.32 -2.09 0.99 -4.19 -1.19 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 69.48 78.16 71.96 194.16 222.13 202.84 134.90 173.62 145.96 8.66 2.76 6.76 18.33 15.08 16.97 28.57 18.25 24.87 City of Paso Robles 76.95 91.50 81.11 144.75 254.84 180.23 111.39 233.17 146.19 18.48 8.76 15.16 2.72 1.97 1.19 21.70 10.90 16.53 City of Pismo Beach 72.19 87.75 76.63 230.70 357.74 272.26 166.54 313.91 208.65 9.71 15.62 11.58 -2.26 0.21 -0.71 7.24 15.86 10.78 City of San Luis Obispo 70.45 88.75 75.68 179.61 276.99 212.24 126.54 245.82 160.62 11.19 8.46 10.26 0.61 3.40 1.57 11.86 12.14 11.98 City of Morro Bay 68.91 86.11 73.82 170.92 267.77 203.19 117.78 230.57 150.00 8.96 11.10 9.66 3.29 6.22 4.76 12.55 18.00 14.88 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 67.73 75.89 70.06 185.06 207.29 191.94 125.33 157.30 134.47 9.46 0.50 6.52 16.55 8.27 13.24 27.57 8.81 20.62 City of Paso Robles 72.61 85.91 76.41 143.03 248.98 177.06 103.85 213.89 135.29 6.11 1.38 4.54 1.05 2.66 1.18 7.23 7.23 5.78 City of Pismo Beach 66.30 80.90 70.47 209.27 341.03 252.49 138.74 275.89 177.93 9.06 1.57 6.48 -5.15 -3.22 -5.06 3.45 3.45 1.10 City of San Luis Obispo 67.72 82.02 71.80 166.60 251.08 194.17 112.82 205.93 139.42 14.46 3.41 10.60 -2.59 -5.91 -5.04 11.50 11.50 5.03 City of Morro Bay 64.94 80.32 69.33 161.34 248.42 190.16 104.77 199.53 131.85 10.34 2.82 7.73 1.28 0.19 0.07 11.76 11.76 7.80 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 61.93 80.28 67.17 176.62 216.56 190.26 109.37 173.86 127.79 6.71 0.29 4.42 14.55 4.88 10.11 22.24 5.19 14.97 City of Paso Robles 62.40 89.78 70.22 136.55 273.34 186.52 85.21 245.40 130.98 -0.24 -2.09 -0.93 0.00 -0.81 -0.76 -0.24 -2.89 -1.68 City of Pismo Beach 56.69 87.99 65.63 191.10 394.43 268.99 108.34 347.05 176.54 3.88 2.96 3.52 -6.05 -3.79 -4.94 -2.41 -0.95 -1.59 City of San Luis Obispo 54.62 86.90 63.84 163.32 296.77 215.22 89.20 257.89 137.40 4.52 -2.30 1.76 -0.72 -3.15 -3.05 3.76 -5.37 -1.34 City of Morro Bay 55.46 88.09 64.78 149.12 278.47 199.38 82.70 245.32 129.16 6.93 0.31 4.26 0.22 -4.04 -3.17 7.16 -3.74 0.96 WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total WD WE Total California 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 City of Paso Robles 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 City of Pismo Beach 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 City of San Luis Obispo 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 City of Morro Bay 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0 For the Week of August 28, 2022 to September 03, 2022 For the Week of August 21, 2022 to August 27, 2022 For the Week of August 14, 2022 to August 20, 2022 For the Week of August 07, 2022 to August 13, 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 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 2022‐23Change +/‐ to previous FYJuly 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$ 1,298,959$ 7.0%August511,564$ 542,194$ 574,395$ 623,655$ 674,244$ 732,271$ 774,501$ 765,232$ 728,932$ 775,513$ 826,465$ 623,523$ 992,620$ 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$ October414,870$ 442,586$ 437,805$ 469,977$ 509,435$ 594,032$ 642,221$ 628,049$ 601,208$ 650,101$ 711,393$ 632,733$ 889,485$ 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$ 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$ 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$ 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$ 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$ 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$ 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$ June490,326$ 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$ Total/Average4,478,481$ 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$ 2021‐22 2022‐23 Change +/‐ 2021‐22 2022‐23 Change +/‐ 2021‐22 2022‐23 Change +/‐July 82.2 82.9 0.9% 226.69 231.16 2.0% 186.23 190.97 2.5%August71.9 213.77 153.67September 70.9 214.67 152.30October68.1 200.80136.81November 63.10 182.97 115.47December53.50 175.56 93.90January 50.6 152.39 77.08February 64.9 173.07 112.37March 65.2 175.65 114.49April 72.6 211.24153.43May 63.9 197.13 125.94June76.8 220.40169.19Total/Average65.59 66.98 82.90 0.01 195.36 231.16 0.02 132.57 190.97Updated: 9/7/2022Occupancy 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 and PCC Public Relations Contract August 2022 PR ACTIVITY Implementation/Proactive Work Hosted Forbes journalist Chelsea Davis Continued pitching the TBID's Midweekend promotion release to media Continue planning for journalist Michael Higgins upcoming visit in partnership with SLO Coast Wine Continued working with the City and Noble Studios/DCI on overall tourism marketing campaign Began Neighborhood map for Tank Farm/South Higuera neighborhood in collaboration with Badger Branding Responsive leads Begin planning for journalist Nylah Burton's upcoming visit in partnership with Visit California Begin planning for journalist Scott Smith's upcoming visit Begin planning for journalist Ed Condran's upcoming visit Partnerships Met with Highway One Discovery Routes's new public relations team member Kirstin Koszorus Pitched "A Guide To Unique Wine Country Experiences", "Kidifornia Foodie Guide" and "Luxury-Forward Hotels & Activities" story ideas to Visit California Met with Verdin to plan for PR unveiling of Neighborhood maps Participated in working groups with Noble Studios PUBLICATION PLACEMENTS UVPM AD VALUE PILLARS RESULT OF TASTING TABLE Everything You Need To Know About SLO Coast Wine --Beer/Wine FORBES 10 Great Points Hotels Where You Can Bring Your Pooch 24,220,000 $27,853.00 Family Ongoing media relationship/past hosting THE INDEPENDENT All aboard the Pacific Surfliner: a car-free journey through California 67,200,000.00 $15,400.00 Sustainability TRIPS TO DISCOVER The 20 Best Spa Resorts in California, Based on Google Ratings 391,000 $89.92 Cultural TIME OUT The best train trips from Los Angeles --Sustainability VISIT CALIFORNIA California’s Highway One Road Trip 1,000.00 -Family Proactive pitching TRAVEL AWAITS 7 Fantastic Hotels For A California Summer Experience 402,000.00 $92.46 Family LUXURY TRAVEL MAGAZINE Best Places to Visit for California Wine Month in September 15,000 $3.40 Beer/Wine Responsive pitching w/DCI NEW TIMES SLOMA showcases artist Alyssa Monks in upcoming exhibit, Be Perfectly Still 41,000 $9.32 Cultural KEYT San Luis Obispo awarded $119,000 in arts and culture grants to local nonprofits 131,000 $30.15 Cultural PASADENA VOICE The 38 greenest cities in North America 3,000 $0.67 Sustainability CENTENNIAL CITIZEN 10 emerging wine regions across America 9,000 $2 Beer/Wine BIG BLEND RADIO Cori Solomon and Mary Farah - A Taste of Central California and Northern Arizona 174,000 $40.13 Culinary KSBY SLO celebrates local progress made on climate action 139,000 $31.97 Sustainability ELITE DAILY You Need To Add These 'Gram-Worthy Barbiecore Destinations To Your Bucket List 2,030,000 $466.33 Cultural THE POINTS GUY How I spent $0 using points and miles on an epic Highway 1 road trip 2,060,000 $473.06 Cultural LUXURY TRAVEL MAGAZINE Plan a Luxurious Road Trip Down the Pacific Coast 15,000 $3.40 Cultural GO NOMAD Suntracking to San Luis Obispo 34,000 $7.42 Outdoor PASO ROBLES DAILY NEWS SLO Symphony to kick off opening of concert season Oct. 8 36,000 $8.27 Cultural NYLON 6 American Cities to Visit That You've Probably Been Sleeping On 135,000 $31.09 Cultural TOTALS 20 94,756,000.00 $44,542.59 TOTAL YTD 16 109,473,850 $48,088.43 36 204,229,850.00 $92,631.02 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 Report to City of SLO – TBID Guest Services Contract August 2022 Response to TBID Advertising Week 1 Week 2 Week 3 Week 4 Aug. 2021 Aug. 2022 Calls to 1-877-SLO-TOWN 28 30 28 16 122 102 Hotel Availability Tracker Week 1 Week 2 Week 3 Week 4 Aug. 2021 Aug. 2022 Email Response 23 24 23 25 109 95 Phone Calls to Hotels 124 97 112 94 364 427 Hotel Referrals Week 1 Week 2 Week 3 Week 4 Aug. 2021 Aug. 2022 Visitors Served (walk-ins) 1,511 1,648 1,538 1,597 6,173 6,294 Guests Served (via phone and digitally) 482 437 452 361 1,780 1,732 Hotel Rooms Referred 381 438 363 426 1,537 1,608 Agency Report · August 2022 SLO-TBID Agency Repor t August 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 37,380 impressions (a 1% increase PoP), 5,736 clicks (a 16% decrease PoP), a 15.35% CTR and 6,237 sessions (17% increase PoP) while driving 56 Book Now Conversions, 1,157 hotel referrals and 9 homestay referrals at 16% increase in cost . Paid social drove 2,202,017 impressions, 444,386 users reached and 21,454 clicks across Facebook, Instagram and Pinterest with a 1.03% CTR for FB/Insta (a 6% decrease PoP) and .40% on Pinterest (a 14% increase PoP) for 7,549 sessions (a 46% increase PoP) while driving 7 Book Now referrals, 5 things to do referrals and 139 hotel referrals at a 88% increase in cost . Display drove 3,764,177 impressions, 16,145 clicks, a .43% CTR (a 19% decrease PoP) and 7,630 sessions while driving 99 hotel referrals, 3 things to do referrals and 3 Book Now conversion at a 101% increase in cost with midweekend spend . Discovery drove 277,766 impressions, 8,640 clicks, a 3.11%(118% increase PoP) CTR and 5,009 sessions while driving 158 hotel referrals and 9 Book Now conversions. Video drove 281,414 impressions, 30,101 views clicks, a 10.70% view rate and 601 sessions while driving 3 hotel referrals and 1 things to do referrals. ● Proactively monitored and optimized paid media placements ($51,775.73 spend) ● Monitored Midweekend paid promotion Email Marketing On Aug. 10, we revisited the MidWeekend offer, which had 9,606 unique opens (32.8% CR) and 391 unique clicks (1.3%). The bulk of these clicks went to the MidWeekend landing page (539 2 clicks), but the Places to Eat in SLO and Things to Do in SLO performed strongly, as well, with 236 and 202 clicks, respectively. The July newsletter went out Aug. 3, highlighting “finding the perfect beach,” with 11,187 unique opens (37.6% CR) and 727 clicks per unique opens (4.2%). Interestingly, the MidWeekend block got nearly as many clicks as the hero piece about beach tasting, with 209 clicks and 291 clicks, respectively. Search Engine Optimization (SEO) & Content Creation Organic search traffic increased 107% period-over-period and increased 121% year-over-year . Organic hotel partner referrals increased 114% (438 vs 205), Book Now decreased 3% (57 vs 59) and Homestay referrals decreased 52% (14 vs 29) year-over-year ( August 1-31, 2022 vs August 1-31, 2021 ). We saw a 57% decrease in Avg Session Duration, a 33% increase in bounce rate and a 24% decrease in pages per session PoP and 121% increase in sessions, 28% increase in bounce rate, 26% decrease in pages/session and a 59% decrease in avg. session duration YoY for organic search. Overall keyword rankings on the search engine results page increased 3% in August , compared to the previous period. In August, we saw additional positive PoP growth for many of the pages we have optimized including: a 9% increase to the Things to Do page, a 163% increase to Mission San Luis Obispo de Tolosa, a 97% increase to Nightlife page, a 29% to Downtown SLO, 155% increase to Train to SLO page, a 70% increase to the Farmers Market page and 108% increase to Pet Friendly Hotels page. ● SEO Optimizations created: ○ Page Optimization: Cerro San Luis Obispo Natural Reserve ○ Page Optimization: Running in San Luis Obispo ○ Net New Page: San Luis Obispo Boutique Hotels ● Technical Fixes: Investigate Issues With Invalid Structured Data (90) Blog Posts (2 per month) Completed: ● Blog #1: Summer Sips: Cool off at These Local Cocktail Spots (pending) ● Blog #2: Celebrate California Wine Month (pending) Website The website saw a 53% increase in sessions period-over-period ( August 1-31, 2022 vs July 1-31, 2022 ) and a 118% increase YoY; for a total of 87,568 sessions and 73,341 new users in August. 3 From an engagement perspective, bounce rate increased by 20% and pages/session decreased by 17% and average session duration decreased by 39% PoP. The largest increases in traffic stemming from Organic and Paid Search. ● Monthly Web Maintenance Items ○ WordPress and Plugin Updates 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: ● AAA Magazine, Theresa Medoff, Destinations with leading-edge sustainability practices ● Best Life, Dana Schulz, Best Cities for Wine Lovers ● Family Vacationist, Sheryl Nance Nash, Best Family Resor ts in California ● Garden Destinations, Beverly Hurley, Hotels with, Gardens, Beehives and Farm-To-Table ● Men’s Journal, Brittany Anas, Best College Towns to Visit in the Fall ● The New York Times, David Gelles, SLO Sustainability ● The Scary Mommy, Deirdre Kaye, California Travel Tips ● Travel + Leisure, Terri Huggins, Budget Travel ● TravelPulse, Noreen Kompanik, Friendliest Cities for Travelers ● 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 26-28) ● 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 August 2022 ORGANIC SOCIAL REPORT Date: 09/01/22 Page Fans: 96,713 ( .01%) Total Posts: 17 Organic Impressions: 27,856 ( 15.6%) Total Engagements: 30,599 ( 36.5%) FACEBOOK Top Posts: Followers: 22,967 ( .2%) Total Posts: 16 Total Impressions:328,050 ( 2.5%) (includes both organic & paid) Total stories: 5 Average Reach per Story: 405 Total Engagements: 3,528 ( 8.6%) INSTAGRAM Top Posts: WHAT WE WORKED ON THIS MONTH: - Created 1 Reel for Labor Day Activities - 4,600 views - MidWeekend promo ended 8/31 - 365 took advantage of the promo - Connected with two potential Content Creators - Highlighted SLO’s sustainability efforts and article on diversity on LinkedIn - Highlighted MidWeekend on Pinterest SEPTEMBER FOCUS: - CA Wine Month - Cal Poly Move in/Welcome - New Guides for IG - Continue to post engaging stories - Continue Reel creations each week - New Story Network Stories - Post frequently to LinkedIn Tourism Business Improvement District Board Agenda for September 14, 2022 Page 2 CONSENT ITEMS C.1 Minutes of TBID Meeting on August 10, 2022 and Special Meeting on August 24, 2022 C.2 Smith Travel Report C.3 Transient Occupancy Tax (TOT) Report C.4 Chamber Public Relations Monthly Report C.5 Chamber Guest Services Monthly Report C.6 Noble Studios & DCI Marketing Monthly Report C.7 Badger Branding Organic Social Report BUSINESS ITEMS 1. FY 21-22 TBID ANNUAL REPORT 20 mins The Board will review the draft FY 2021-22 TBID annual report for recommendation to City Council on October 18, 2022. Pending the City Council’s approval of the report, the annual public hearing for the TBID will be scheduled for the November 1, 2022 City Council meeting. 2. FY 21-22 PAID MEDIA BUDGET CARRYOVER CONSIDERATION 20 mins Noble Studios will review remaining paid media funds from FY 2021-22. 3. CCTC DIGITAL CO-OP CAMPAIGN CONSIDERATION 15 mins Staff will present the co-op packages for the Central Coast digital advertising campaign in partnership with CCTC and within the available TBID co-op budget for the Board’s review and approval. 4. BOARD LIASON PROGRAM AND ASSIGNMENTS 10 mins The Board will review the liaison program for discussion and assign property liaisons for FY23. TBID LIAISON REPORTS AND COMMUNICATION 1. HOTELIER UPDATE – Liaison Reports 2. PCC UPDATE – Meeting Minutes: None. 3. VISIT SLO CAL UPDATE – Liaison Report 4. TOURISM PROGRAM UPDATE – Staff Report ADJOURNMENT A Special Meeting of the Tourism Business Improvement District Board is scheduled for September 28, 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 Tourism Business Improvement District Board Agenda for September 14, 2022 Page 3 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