HomeMy WebLinkAboutItem 7a. 2021-22 TBID Annual Report Item 7a
Department: Administration
Cost Center: 208-1006
For Agenda of: 10/18/2022
Placement: Business
Estimated Time: 30 minutes
FROM: Greg Hermann, Deputy City Manager
Prepared By: Molly Cano, Tourism Manager
SUBJECT: 2021-22 ANNUAL REPORT OF THE TOURISM BUSINESS
IMPROVEMENT DISTRICT
RECOMMENDATION
1. As recommended by the Tourism Business Improvement District (TBID) Board,
receive and approve the TBID Board’s annual report for FY 2021-22; and
2. Adopt a Resolution of Intention entitled, “A Resolution of the City Council of the City
of San Luis Obispo, California, declaring its intention to continue the San Luis Obispo
Tourism Business Improvement District, to continue the basis for and to levy the
assessment for the district, and to set a date for the Public Hearing on the district and
the assessment for 2022-23.”
DISCUSSION
Policy Context
As referenced in the City’s Municipal Code, 12.42.060 and Sections 36530 and 36533 of
the State’s Parking and Business Improvement Law, the appointed TBID Advisory Board
is to submit an annual report that outlines the past year’s efforts and how the funding was
used and to what effect.
Background
In June 2008, the Council adopted Ordinance No. 1517 establishing a tourism business
improvement district as requested by the local lodging industry. The distric t was formed
under the State’s Parking and Business Improvement Law of 1989, sections 36500 et
seq. of the Streets and Highways Code and codified into the City’s Municipal Code under
Chapter 12.42.
Pursuant to Municipal Code Section 12.42.060 and Sections 36530 and 36533 of the
State’s Parking and Business Improvement Law, the a ppointed TBID Advisory Board is
to submit an annual report (Attachment A) that outlines the past year’s efforts and how
the funding was used and to what effect.
Section 36534 further requires that after the approval of the annual report, the Council
shall adopt a resolution of intention (Attachment B) to levy an annual assessment for that
fiscal year. The resolution also sets a public hearing in order to receive any written or oral
protests against the continuation of the TBID as required by the applicable statute.
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Item 7a
Annual Report
On September 14, 2022, the TBID Board met in a regular monthly meeting to finalize the
2021-22 annual report for recommendation to the Council. Public noticing for the TBID
Advisory Board meeting was performed through the posting of the agenda on the City’s
website by 5:00 pm on September 9, 2022. For convenience, the agenda was also
distributed to TBID constituents and stakeholders via email. The annual report reiterates
the use of the TBID funds within the defined marketing platform that guides the strategy
used to deliver on the TBID’s objective and goals.
The annual report’s contents include:
1. TBID Background and Advisory Body
2. 2021-22 Year by the Numbers
3. Strategic Plan Implementation and Program Approach
4. 2021-22 Summary of Activities
5. 2021-22 Financial Statement
6. Looking Ahead to 2022-23
7. Charts and Graphs showing various results
Next Steps
Should the City Council approve the annual report and adopt the resolution of intention,
a public hearing will be noticed for November 1, 2022. The public hearing will allow
hoteliers to submit comments, voice concerns, and protest the assessment.
As set forth in Sections 36524 and 36525 of the California Streets and Highways Code,
the Council has the ability to continue the proposed citywide TBID at this public hearing,
unless oral or written protests are received from City hoteliers that pay 50% or more of
the proposed assessments. In that event, the Council cannot consider continuation of the
TBID in the City for at least one year.
Noticing Schedule
Legal notices regarding the Council’s review and consideration of the TBID annual report
were published in the New Times and mailed to TBID properties on October 6, 2022. For
convenience, the link to the agenda was also distributed to TBID constituents and
stakeholders via email.
Previous Council or Advisory Body Action
On September 14, 2022, the TBID Board approved the 2021-22 annual report for
submission to Council and recommended the continuation of the TBID for fiscal year
2022-23 (Attachment C).
Public Engagement
This item is on the agenda for the October 18, 2022 Council Meeting and will follow all
required postings and notifications. The public may have an opportunity to comment on
this item at or before the meeting. All Advisory Body Meetings for the TBID were noticed
in accordance with Brown Act standards.
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Item 7a
ENVIRONMENTAL REVIEW
The California Environmental Quality Act does not apply to the recommended action in
this report, because the action does not constitute a “Project” under CEQA Guidelines
Sec. 15378.
FISCAL IMPACT
Budgeted: Yes Budget Year: 2021-22
Funding Identified: Yes
Fiscal Analysis:
Funding
Sources
Total Budget
Available
Current
Funding
Request
Remaining
Balance
Annual
Ongoing
Cost
General Fund $ $ $ $
State
Federal
Fees
Other:
Total $ $ $ $
The current unaudited year-end TBID Assessment Revenue for 2021-22 is $2,130,157,
which is approximately $320,000 more than the budgeted amount, based on the
calculation of 20% of the projected Transient Occupancy Tax (TOT) reflected on page
23 of the City’s 2021-23 Adopted Financial Plan Supplement. This is largely due to very
strong revenues during the first and fourth quarter of the fiscal year.
In 2022-23, the TBID projected revenue is $1,727,200 and is budgeted for program costs
including staffing. Additionally, the City will retain approximately $34,544 of the
assessment revenue- roughly 2% of 2022-23 TBID Assessment Revenue - to cover the
City’s administrative costs associated with collecting and disbursing the assessment.
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Item 7a
ALTERNATIVES
The Council may choose to not approve the report or levy the assessment. This
action is not recommended as the advisory body has fully reviewed the report and
recommended the approval to Council in order to move forward with the Public Hearing
for the TBID.
ATTACHMENTS
A – SLO TBID 2021-22 Annual Report
B – Draft Resolution of Intention to continue the SLO TBID
C – TBID Draft Minutes from September 14, 2022
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SLO TBID ANNUAL REPORT
2021-2022 Page 47 of 161
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
Financial Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .27
Looking Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
TOT Chart For 2021-22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
TOT Distribution For 2021-22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .29
TOT Month To Month 2021-22 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30
OCC Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
ADR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32
REVPAR Month To Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .33
Strategic Imperatives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34
CONTENTS
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 5
2021-22 YEAR BY THE NUMBERS
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 . While this growth can in part be attributed to the success of the marketing
programs performed by the TBID, there are a number of factors that positively impact this figure . One of those factors include the
success of the two luxury properties in Downtown that appeal to a new level of visitor and price range for the community, as well as in
December 2021 the City welcomed another new property which added an additional 112 new rooms into the marketplace .
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 .
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)
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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.
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 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 .
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SLO TBID Annual Report 2021-22 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
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SLO TBID Annual Report 2021-22 27
2021-22 FINANCIAL STATEMENT
INCOME SOURCE 2021-22
2021-22 TOT Revenue Assumption * $7,213,000
2021-22 TBID Assessment Revenue Assumption * $1,442,600
Fund Balance Transfer $285,190
Fund Reserve $100,000
2021-22 TBID Program Budget $1,727,790
EXPENDITURE ALLOCATED
Operations/Staffing
Administration Overhead (2% of TBID Assessment) $28,852
Staffing (FTE & .75 FTE) $228,000
Contracts & Marketing Services
Marketing Contract - Noble Studios/DCI $1,017,190
Chamber of Commerce - PR $45,000
Chamber of Commerce - Guest Services $47,500
Co-Op Program Funding $30,000
Content Marketing Services - Badger Branding $86,000
FAM Trip Hosting $5,000
Partnerships & Promotions
SLO Coast Wine Collective Associate Membership $5,000
Sustainability Initiative- ECOSLO $15,000
Event Sponsorship $14,500
Tradeshows
Tradeshows $15,000
Tourism Conferences $8,000
Tourism Organizations
CCTC Dues $1,000
Smith Travel Report $3,500
CalTravel Membership $1,000
California Hotel & Lodging Association $27,286
Research + Program
Research + Program Development $80,000
Support / Meetings
Tourism Program Expenses $5,000
Services/Online Tools/Fulfillment (Dropbox, Crowdriff, Survey Monkey) $5,500
Contingency
Contingency Fund $31,440
Totals Commited $1,699,768
Funds Remaining $28,022
Total Allocated Expenditures ** $ 1,727,790
* This figure was not adjusted within the TBID operating program budget following the Adopted Supplement Budget
** This figure represents the total allocated expenditures. The difference will be available for carryover to the 2022-23 program budget.
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SLO TBID Annual Report 2021-22 28
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
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SLO TBID Annual Report 2021-22 29
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
Page 75 of 161
SLO TBID Annual Report 2021-22 30
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
Page 76 of 161
SLO TBID Annual Report 2021-22 31
OCC MONTH TO MONTH
100
50
25
0
2019-20 2020-21 2021-22
Oct .Sept .Aug .July JuneMayApr .Mar .Feb .Jan .Dec .Nov .
Page 77 of 161
SLO TBID Annual Report 2021-22 32
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
Page 78 of 161
SLO TBID Annual Report 2021-22 33
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 .
Page 79 of 161
SLO TBID Annual Report 2021-22 34
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
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SLO TBID Annual Report 2021-22 35Page 81 of 161
Page 82 of 161
R _____
RESOLUTION NO. ______ (2022 SERIES)
A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN LUIS
OBISPO, CALIFORNIA, DECLARING ITS INTENTION TO CONTINUE
THE SAN LUIS OBISPO TOURISM BUSINESS IMPROVEMENT
DISTRICT, TO CONTINUE THE BASIS FOR AND TO LEVY THE
ASSESSMENT FOR THE DISTRICT, AND TO SET A DATE FOR THE
PUBLIC HEARING ON THE DISTRICT AND THE ASSESSMENT FOR
2022-23
WHEREAS, the Parking and Business Improvement Law of 1989, secti ons 36500
et seq. of the Streets and Highways Code, authorizes cities to establish business
improvement districts for several purposes, one of which is promotion of tourism; and
WHEREAS, the lodging businesses within the proposed City of San Luis Obispo
Tourism Business Improvement District had requested the City of San Luis Obispo
establish such a self-assessment improvement district in 2008; and
WHEREAS, the San Luis Obispo Tourism Business Improvement District was
established in July 2008 and incorporated into the Municipal Code under Chapter 12.42;
and
WHEREAS, the assessment went into effect on October 1, 2008; and
WHEREAS, the City Council appointed an advisory board to provide oversight,
guidance, and recommendations regarding the use of the assessment funds; and
WHEREAS, the City Municipal Code and the Parking and Business Improvement
Law require the advisory board to prepare and submit an annual report stating proposed
changes, improvements and activities for the fiscal year; and
WHEREAS, an annual report was prepared pursuant to Section 36533 of the
Streets and Highway Code; and
WHEREAS, notices regarding the approval of the annual report were sent on
October 6, 2022 to all assessed properties.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of San Luis
Obispo as follows:
a) That the Tourism Business Improvement District Annual Report for fiscal year
2021-22 as filed by the advisory body is hereby approved.
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b) The San Luis Obispo City Council proposes to continue the established
Tourism Business Improvement District in the City of San Luis Obispo in
accordance with City Municipal Code Chapter 12.42 and the California Streets
and Highways Code, sections 36500 et seq. (Parking and Business
Improvement Law of 1989).
c) The assessment levied by the Tourism Business Improvement District shall be
used to promote lodging at the hotels within the district and administer a
marketing program that increases overnight hotel stays pursuant to the set
goals.
d) The assessment will be levied and allocated by the City of San Luis Obispo.
e) The assessment is proposed to be levied on all “hotels”, as that term is defined
in San Luis Obispo Municipal Code section 3.04.020, to wit: any str ucture, or
any portion of any structure, which is occupied or intended or designed for
occupancy by transients for dwelling, lodging or sleeping purposes, and
includes any hotel, inn, tourist home or house, motel, studio hotel, bachelor
hotel, lodging house, rooming house, apartment house, dormitory, public or
private club, mobile home or house trailer at a fixed location, or other similar
structure or portion thereof.
f) The assessment shall be based on two percent (2%) of gross room rent.
g) New hotels shall not be exempt from immediate assessment.
h) The public hearing, held pursuant to the City Municipal Code Chapter 12.42
and the Parking and Business Improvement Law of 1989, section 36535 of the
Streets and Highways Code, is to allow for comments on the Dist rict and
proposed assessment, and is hereby set for 6 P.M., Tuesday, November 1,
2022, before the City Council of San Luis Obispo.
i) At the public hearing, the testimony of all interested persons for or against the
continuation of the District, the boundaries of the District, or the furnishing of
specified types of improvements or activities will be heard.
j) Any protest against the continuation of the City of San Luis Obispo Tourism
Business Improvement District and the levying of the assessment, or any
aspect thereof, may be made in writing. A protest may be withdrawn at any time
before the conclusion of the public hearing. Any written protest shall contain a
description of the business in which the person signing the protest is not shown
on the official records of the City of San Luis Obispo as the owner of the
business, then the protest shall contain or be accompanied by written evidence
that the person is the owner of the authorized representative of the business.
Any protest as to the regularity or evidence of the proceedings shall be in writing
and clearly state the irregularity or defect to the City of San Luis Obispo at 990
Palm Street, San Luis Obispo, CA 93401.
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k) If, at the conclusion of the public hearing, there are of record, written protests
by the owners of businesses within the proposed San Luis Obispo Tourism
Business Improvement District that will pay fifty percent (50%) or more of the
total assessments of the entire San Luis Obispo Tourism Business
Improvement District, no further proceedings to continue the San Luis Obispo
Tourism Business Improvement District shall occur. New proceedings to form
the San Luis Obispo Tourism Business Improvement District shall not be
undertaken again for a period of at least one (1) year from the date of the
finding. If the majority of written protests are only as to an improvement or
activity proposed, then that type of improvement or activity shall not be included
in the San Luis Obispo Tourism Improvement District.
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BE IT FURTHER THEREFORE RESOLVED, the City Clerk is instructed to provide
notice as required by the City Municipal Code Chapter 12.42 and the Parking and
Business Improvement Law of 1989, section 36534, subpart (a)(7) of the Streets and
Highways Code, to wit: the City Clerk shall give notice of the public hearing by causing
the resolution of intention to be published once in a newspaper of general circulation in
the City no less than seven days before the public hearing.
Upon motion of _______________________, seconded by
_______________________, and on the following roll call vote:
AYES:
NOES:
ABSENT:
The foregoing resolution was adopted this _____ day of _____________________ 20 22.
___________________________
Mayor Erica A. Stewart
ATTEST:
____________________________
Teresa Purrington
City Clerk
APPROVED AS TO FORM:
____________________________
J. Christine Dietrick
City Attorney
IN WITNESS WHEREOF, I have hereunto set my hand and affixed the official seal of the
City of San Luis Obispo, California, on ______________________.
___________________________
Teresa Purrington
City Clerk
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DRAFT Minutes – Tourism Business Improvement District Board Special Meeting of 09/14/2022 Pg. 1
Minutes
TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD
Wednesday, September 14, 2022
Regular 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 September 14, 2022, at 10:00 a.m. by Chair Clint Pearce.
ROLL CALL
Present: Chair Clint Pearce, Vice Chair LeBren Harris, Members Lydia Bates, Megan Taylor,
Pashant Patel, 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--
APPOINTMENT - OATH OF OFFICE
City Clerk Teresa Purrington administered the Oath of Office to Lydia Bates and Prashant Patel.
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
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY VICE CHAIR LEBREN HARRIS
CARRIED 7-0 to approve the Consent Agenda Items C1 through C7.
Page 87 of 161
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 9/14/2022 Pg. 2
BUSINESS ITEMS
1. FY 21-22 TBID ANNUAL REPORT
Tourism Manager Cano reviewed the draft FY 2021-22 TBID annual report.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY MEMBER BATES
CARRIED 6:1:0 (No Vote from Member Patel-Mueller) to approve the 2021-22 annual report
for submission to Council and recommend the continuation of the TBID for fiscal year 2022 -
23, with the following changes to the annual report:
• A note about the new hotels had that opened.
2. FY 21-22 PAID MEDIA BUDGET CARRYOVER CONSIDERATION
Hayley Corbett, Noble Studios reviewed remaining paid media funds from FY 2021-22.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER PATEL-MUELLER AND SECONDED BY MEMBER
KELLER CARRIED 7-0 to recommendation to approve to carryover $5,595.37 for FY22-23
paid media, leveraging the additional $500 to cover rate increases for 3rd Party Technology
fees this fiscal year.
3. CCTC DIGITAL CO-OP CAMPAIGN CONSIDERATION
Tourism Manager Cano presented 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.
Public Comment
None.
--End of Public Comment--
ACTION: MOTION BY MEMBER KELLER AND SECONDED BY MEMBER BATES
CARRIED 7-0 to approve funding in the amount of $9,000 for the Central Coast digital
advertising campaign.
4. BOARD LIAISON PROGRAM AND ASSIGNMENTS
The Board discussed and assigned property liaisons for FY23.
Public Comment
None.
Page 88 of 161
DRAFT Minutes – Tourism Business Improvement District Board Meeting of 9/14/2022 Pg. 3
--End of Public Comment--
ACTION: By consensus the Board provided consensus comments regarding hosting an
event to provide information to the other properties about what the TBID is doing. Members
Patel, Bates and Keller volunteered to serve on a planning committee. The Board also
asked Tourism Manager Cano to assign remaining liaison properties.
TBID LIAISON REPORTS AND COMMUNICATION
1. HOTELIER UPDATE – None.
2. PCC UPDATE – Meeting Minutes: None.
3. VISIT SLO CAL UPDATE – Chair Pearce and Tourism Manager Cano provided an update on
projects.
4. TOURISM PROGRAM UPDATE – Tourism Manager Cano provided an update on the tourism
program.
ADJOURNMENT
The meeting was adjourned at 11:42 a.m. The next Tourism Business Improvement District Board
Special meeting is scheduled for September 28, 2022 at 10:00 a.m. held at City Hall.
APPROVED BY THE TOURISM BUSINESS IMPROVEMENT DISTRICT BOARD: XX/XX/XX
Page 89 of 161
Page 90 of 161
Confidential. Intellectual property of Visit San Luis Obispo.1
City of San Luis Obispo
Tourism Business Improvement District
FY 2021-21 Annual Report
As recommended by the Tourism Business
Improvement District (TBID) Board,
1)Receive and approve the TBID Board’s annual
report for FY 2021-22; and
2)Adopt a Resolution of Intention to levy and collect
assessments within the TBID area in fiscal year
2022-23 at the same rate as in fiscal year 2021-22
(2%).
Recommendation
3Confidential. Intellectual property of Visit San Luis Obispo.
●Established in 2008
●7-member Advisory Board
●2% assessment on lodging properties
“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.”
Background on the
SLO TBID
FY 21-22 SLO TBID Board
SLO TBID Contractor Team
FY 2021-22
By the Numbers
Overall Year By the Numbers
Measurement FY 21-22 Result % Change from FY20-21
TOT Revenue $10,623,916.63 54% ↑
TBID Assessment
Revenue
$2,214,783.33 54% ↑
Occupancy (OCC)67%15.2% ↑
Average Daily Rate
(ADR)
$195.36 24.1% ↑
Revenue Per Available
Room (RevPAR)
$132.57 41.4% ↑
Transient Occupancy Tax (TOT)
$0
$2,000,000
$4,000,000
$6,000,000
$8,000,000
$10,000,000
$12,000,000
TOT Figures by Month
$0.00
$200,000.00
$400,000.00
$600,000.00
$800,000.00
$1,000,000.00
$1,200,000.00
$1,400,000.00
2021-22
$10,031,635.32 ,
94%
$615,972.30 ,
6%
Hotel Homestay
TOT Distribution for FY 2021-22
TBID Summarized Financials
Source FY 21-22
FY 21-22 TOT Revenue Assumption*$7,213,000
FY 21-22 TBID Revenue Assumption $1,442,600
Fund Balance Transfer Total $285,190
Fund Reserve $100,000
FY 21-22 TBID Program Budget $1,727,790
FY 21-22 Total Allocated TBID Expenditures** $1,727,790
* This figure was not adjusted within the TBID operating program budget following the Adopted
Supplement Budget.
** This figure represents the total allocated expenditures. The difference will be available for
carryover to the 2022-23 program budget.
FY 2021-22
Work Program Highlights
‘19-‘24 SLO TBID Strategic Plan
Research
•SLO CAL EDI Research Co-Op (Summer 2021)
•Brand Health & Equity Research (Fall 2021)
•Brand Tracker & Local Sentiment (Winter 21 & Spring
22)
Visit San Luis Obispo
•The formal, public-facing name for the brand and organization
is Visit San Luis Obispo.
•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.
•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.
Position
Homebase Away From Home
Promise
A Chance To Live The SLO Life
Purpose
Hearts In Beds
Visit SLO Brand Platform
Visit SLO Marketing Activities
Confidential. Intellectual property of Visit San Luis Obispo.20
Looking Ahead
to FY 22-23
Diversity, Equity and Inclusion
approach in all TBID programs
Expanding the Sustainable SLO
program
Establishing the Visit San Luis
Obispo brand
Redesign of VisitSLO.com
As recommended by the Tourism Business Improvement
District (TBID) Board,
1)Receive and approve the TBID Board’s annual report for
FY 2021-22; and
2)Adopt a Resolution of Intention to levy and collect
assessments within the TBID area in fiscal year 2022 -23 at
the same rate as in fiscal year 2021-22 (2%).
Public Hearing Scheduled for November 1, 2022.
Recommendation
Confidential. Intellectual property of Visit San Luis Obispo.22
Thank You
1010 Marsh St., San Luis Obispo, CA 93401
(805) 5464208 . FAX (805) 546-8641
PROOF OF PUBLICATION
(2015.5 C.C.P.)
STATE OF CALIFORNIA,
County of San Luis Obispo,
I am a citizen of the United States and a resident
of the county aforesaid; I am over the age of
eighteen years, and not a party interested in the
above entitled matter. I am the principal clerk
of the printer of the New Times, a newspaper
of general circulation, printed and published
weekly in the City of San Luis Obispo, County
of San Luis Obispo, and which has been
adjudged a newspaper of general circulation by
the Superior Court of the County of San Luis
Obispo, State of California, under the date of
February 5, 1993, Case number CV72789: that
notice of which the annexed is a printed copy
(set in type not smaller than nonpareil), has been
published in each regular and entire issue of said
newspaper and not in any supplement thereof on
the following dates, to -wit:
0LA-0b e.XC- 6
in the year 2022.
I certify (or declare) under the the penalty of
perjury that the foregoing is true and correct.
Dated at San Luis Obispo, California, this day
c_of.Q[-kn)Q4-r 2022.
Michael Gould, New Times Legals
Mm,& enmW.WMG Mmi,/NTMGa /B=Na%/Po N—IP dr
Proof of Publication of
0 SAN LUIS OBISPO CITY
COUNCIL
NOTICE OF PUBLIC
HEARING
The San Luis Obispo City Council invites all interested
persons to attend a public hearing on Tuesday. October
18, 2022 at 5:30 p.m. held in the Council Chambers at
City Hall, 990 Palm Street, San Luis Obispo. Please
note that Zoom Paticipatim will not be Supported.
as this will be an in -person meeting. Meetings can be
viewed remotely on Government Access Channel 20 or
streamed live from the City's YouTube channel at htto,//
voutubesla 'tv. Public comment prior to the start of
the meeting, may be submitted in writing via U.S. Mail
delivered to the City Clerk's office at 990 Pat. Street,
San Luis Obispo, CA 93W I or by email to ema'Icounc'I
slocity.org.
PUBLIC HEARING ITEM:
The City Council will receive and Ole the San Luis
Obispo Tourism Business Improvement District ITBIDI
2021-22 Annual Report, as recommended by the SLO
TRIO Board, and consider the adoption of a resolution
of intent to levy and collect TRIG assessments in
fiscal year 2022-23 at the same rate (2%) as 2021-22.
For mare information, you are invited to contact
Molly Cana of the Cltys Administration Department
at (8051761-7165ormcano®slocityarg
The City Council may also discuss other hearings or
business items before of after the items listed above. If
you challenge the proposed project in court, you may be
limited to raising only those issues you or someone else
raised at the public hearing described in this notice, or
in written correspondence delivered to the City Council
at or prior to, the public hearing.
Council Agenda Reports forthis meeting will be available
for review one week in advance of the meeting date on
the City's webshe, under the Public Meeting Agendas
web page: htt % �KSjochy o/ . /
and-c1ty-cou I/ da -nit utes. Please call the
City Clerk's Office at (805) 781.7100 for more information.
The City Council meeting will be televised live an Charter
Cable Channel 20 and live Streaming on the City,
YouTube channel htta'// o t h I 'N.
October 6, 2022